Social Context of Language in Advertising

Paper Summary:

The author discusses the different techniques used in manipulating words in advertising, for example, the use of rhyming, alliteration and metaphors. The writer also gives us some examples of each technique, and looks at what effect the applied technique has on people.

From the Paper:

"Language is considered as an effective tool in extending a company"s message to the people, particularly to consumers. Companies with different products to sell use advertisements to provide the consumer product awareness, and this will not be effectively done without the use of language. There are several ways in which companies and advertising firms use the written word to persuade people to buy their product. The first technique is the use of rhymes in product advertisements. Rhyme is defined as the identity of sound between endings of words or verse-lines (Duncan, Advertising--- The Features). An example of rhyming is the slogan used by the fast-food chain Burger King: It ain t the same without the flame . This slogan informs the consumer that Burger King s burgers are not fried, but broiled, assuring the consumers that the fast-food chain give importance not only to the quality of their product, but to the customer s health as well.

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