It briefly describes about the language of advertisement.

1. Aditya Kumar Panda
NTM, CIIL, Mysore-06

2.  Language of Advertisement is meant to
advertise the product/item of a company/an
institution/an organization. So as to
popularize it and sell it. The soul aim of the
language of an advertisement is to attract the
customers towards a product or convince a
customer to buy the product.

3.  To achieve the goal of popularizing the
product, of attracting the customers to buy
the product convincingly, the language that is
used in advertisement has a vital role:
 To communicate effectively with clarity and
convincingly

4.  To achieve the effective communication, the
language of advertisement should be :
 Brief and simple
 Unambiguous
 minimization of Technical words
 Rhetorical

5.  Usually, people don’t like lengthy sentences
or phrases. Remember that one has to use
necessary short phrases and sentences which
could provide maximum information or the
core information and the syntactic
arrangement should be simple, non-awkwad.

6.  Unambiguous words and expressions make
effective communication possible. People
understand simple unambiguous words and
they would be the active participant, if they
understand it.

7.  Remember
 Technical words are to be minimized.
Maximum use of technical words may drive
the customers away. If one is advertizing for
a medicine, one need not use the scientific
name of the same or many other technical
words related to the medicine. But if, the
technical words are in vogue, one can use
them.

8.  Language of the advertisement should be
rhetorical, so as to motivate the customers
effectively. This is possible by using:
 A. Metaphors- Many metaphors used in the
language of the advertisement in a simple
manner attract the customers.
 B. Popular expressions- popular expressions
which are in vogue attract the customers.
 Popular proverbs- Proverbs are not merely
linguistic metaphorical constructions, they have
sociocultural implications. This is why, use of
such proverbs will motivate the customers.

9.  Language of the advertisement is to be
designed according the goal and the
objectives of a product/an item. Sometimes,
it is necessary to describe either about a
product with its main points of concern, or
about its ingredients, or about its functions.

10.  To know more about the language of the
advertisement, please contact the author.
 Thank you