ADVERTISING

ADVERTISING LANGUAGE

Advertising messages have a clear purpose: they want to convince consumers to buy an advertiser's products.

Messages whose purpose is not commercial, but to raise awareness and convince people of an idea or to carry out an action are called propaganda (for example, party propaganda).

Characteristics and elements of advertising

• Advertaising is often directed towards a specific audience, the target: children, parents, families...
• They are usually eye-catching messages, with the brand or product logo in a visible place.
• They have a slogan, a catchy phrase that is associated with the brand or product.
• Advertising messages are usually launched through advertising campaigns, i.e. joint actions in media such as radio, television, bus stops, internet..., in order to reach the largest number of consumers and create curiosity to try it.

Characteristics and elements of advertising

In graphic advertising (press and posters), the image chosen, the predominant colour of the advertisement, the type of letters used and the short text that arouses interest are very important. In audiovisual advertising, in addition to the above, it is essential that the music is suitable for the type of target of the advertisement and that the voice that speaks is appropriate.

Figures of speech in advertising

Advertisements often use resources to draw attention to 'how good' their product is:

• Comparison, when they compare the results or price of one product with those of another.
• Hyperbole or exaggeration, when they exaggerate the quality or size or fun of what they advertise, with unbelievable situations, created with special effects, impossible in the real world.
• Personification, in advertisements where animals or objects come to life and speak or move.

Figures of speech in advertising

• The scientific or health promise, in those messages that only highlight the good qualities of the product or when they show graphs and percentages of its results, only the good ones.
• Humour, in advertisements where the situation is comical and amusing.
• The promise of happiness, if you look closely, most advertisements try to convince us that with this product we are going to be happier, to feel better, to smile more.