Characteristics of Advertising Language – Its Purpose, Function and Concept

Characteristics of Advertising Language – Its Purpose, Function and Concept  – certainly understand if the existence of advertising is included in terms of marketing or marketing which is very useful for introducing a product or service to the general public. Yep, basically advertising is used for this so that currently the number of advertisements is very diverse, both in mass media and electronic media.

An advertisement is required to have an attractive language delivery so that it can always be remembered and without realizing it has an influence on readers or listeners as potential consumers to try and buy a product or service. A good form of advertising is a simple one but the use of language used in delivering the message of the offer is very “touching” to potential consumers.

Then, what are the characteristics of good language in an advertisement? Can advertisements that are broadcast on electronic media, be heard on the radio, or displayed in the mass media can affect a person’s mindset?

So, so that  is not confused about this, let’s look at the following review!

Characteristics of Language in an Advertisement

Characteristics of Advertising Language – Its Purpose, Function and Concept

Before discussing the characteristics of language contained in an ad, you must first understand what the nature of the ad is. According to Johnson and Lee (1999), advertising is a commercial and non-personal communication process about an organization and its products or services that are transmitted to the general public through mass media, such as newspapers, radio, television, websites, and so on.

Basically, all advertisements, be it commercial advertisements or public service advertisements, are both trying to provide information to the general public. In making advertisements, you must pay attention to the use of language which is very important for the success of advertisements in the eyes of the public. The language used by advertisements must be able to be a presentation to the public so that they are interested in something that is being advertised.

According to Salamadian (2017), the linguistic characteristics of an advertisement text are as follows:

1. Using Persuasive Sentences

A persuasive sentence is a sentence that aims to convince and persuade the reader or listener to carry out the ideas that are sparked in the sentence about something. In making advertisements, you must also use this type of persuasive sentence because so that the reader or listener feels persuaded to accept the offer in the ad. Usually, the use of persuasive sentences in an advertisement emphasizes a certain diction, for example “cheap”, “fast”, “reliable”, and many others.

2. Using Special Slogans and Jargon

These slogans and jargons are sentences or words that are interesting, striking, and easy to remember to convey something to the general public. The use of this slogan usually consists of four to five words which of course has its own charm so that the message or offer in the ad can influence people.

The preparation of diction and sentences for a slogan must be creative and not out of date. Even if you can, try to use the diction that is being discussed at the time so that people can easily remember it.

3. Using the First Person Point of View

Without realizing it, it turns out that the use of the first person point of view is very influential on the ad content, you know… The text in an advertisement will usually use the first person singular or plural subject, for example me, me, and we, who act as if they were the parties. advertiser.

Examples of using the first person point of view in public service advertisements about drug control:

As a result if you use drugs; your friends stay away from you, your parents are disappointed, the police are arrested, the devil is happy. Say no to drugs.

4. Short and Easy to Understand

The arrangement of sentences in an advertisement should be short but also easy to understand. The point is that the message to be conveyed in an advertisement is to the point only, does not need to be complicated and still uses language that is easily understood by the general public, not just a group of people.

What is the Purpose of an Advertisement?

In general, the purpose of advertising, be it commercial advertisements or public service advertisements, is the same, namely so that the message contained in the advertisement is conveyed to the general public.

1. Introducing the Product

Especially for a commercial advertisement, the main purpose is to introduce a product or service to the general public as consumers. Especially if the product is a new type which not many people know about the existence of the new product.

2. Display Social Messages

This is found in public service advertisements which are aimed at increasing public knowledge and awareness of the social issues being raised in the public service advertisements. The communication contained in public service advertisements is made in such a way that it can be enjoyed by all people from various social groups.

3. Offer Products

After introducing a product, especially in commercial advertisements, there will certainly be scenarios related to offering the product with the aim of driving sales. So, almost the same as the proverb “one paddle, two islands exceeded”.

Therefore, in commercial advertising, it is very important to pay attention to the use of sentences so that the message to be conveyed is truly understood by potential customers. The more effective the commercial advertisement, the more transactions will be formed, thus making the company profit.

4. Expanding Targets

Especially in commercial advertisements that are posted and broadcast in the mass media, the aim is to make the introduction and product offerings accessible to the wider community. Not only that, if commercial advertisements are easily accessed by the wider community, it will also expand the target market at the same time.

Meanwhile, in public service advertisements, the intended targets are all community members from various social groups to be willing to accept and understand the knowledge being discussed in the public service advertisement.

What is the function of a commercial advertisement?

The existence of commercial advertisements, of course, has various functions, which are accepted by various parties. Here are three functions of the existence of a commercial advertisement.

1. Giving Information

The first function of the existence of a commercial advertisement and public service advertisement is to provide information. It should be understood once again that an advertisement is actually made to convey messages or information to the general public regarding a matter, including products or services for commercial purposes to knowledge of the social issues being discussed.

Meanwhile, in public service advertisements, the information provided is usually related to all areas of life, from politics to health. An example of a public service advertisement in the health sector is information regarding the provision of MR immunization to prevent measles and rubella.

Usually use language delivery: Let’s protect your little ones from illness, disability, and death from measles and rubella. Immediately give MR immunization.

2. Persuade

The second function of the existence of commercial advertisements and public service advertisements is to persuade. That is, this commercial advertisement can function so that the general public is willing to buy and try the product or service being advertised. After they try the product, they may later make a repeat purchase because they feel it fits the product.

While in public service advertisements, its existence serves to persuade the public to carry out the things that have been told in the public service advertisements. For example, in public service advertisements for dealing with drugs, usually the information will be in the form of persuasion not to use any type of drug.

Usually, the use of language sentences is as follows: As a result if you use drugs; your friends stay away from you, your parents are disappointed, the police are arrested, the devil is happy. Say no to drugs.

3. Remind

The third function of the existence of commercial advertisements and public service advertisements is to remind. In an effort to place advertisements, especially commercial advertisements, it is to make the general public read the information or content contained in the advertisements repeatedly. Therefore, showing commercial advertisements on television is often repeated, because so that the general public who watches it will continue to remember the brand or brand of the product.

Meanwhile, in public service advertisements, this function is to remind the public to be willing to do the things discussed in the advertisement. Similar to commercial advertisements, public service advertisements are also often repeated in various media so that the public can be influenced and at the same time do what is asked of the public service advertisement.

For example, in public service advertisements that discuss the dangers of smoking, there will usually be a sentence stating that cigarettes are a killer because they cause cancer and other diseases of death.

The Concept of Language in an Advertisement

Does   realize that the use of language in an advertisement has a huge impact on human life? Even today, hedonistic and consumptive lifestyles are increasingly being carried out because they are easily influenced by the language conveyed in an advertisement.

According to Schrank (1996), claim statements containing product advantages, especially in commercial advertisements, turn out to be dishonest. Dishonest here means that the information in an advertisement contains lies by using figurative words or figurative words that are distorted.

Did you know that some ads that have exaggerated claims can actually be categorized as false information? Yep, because basically, none of those products have true advantages as claimed in the advertisement. According to Corbett (1971), Tropes are figurative words that contain an unusual meaning from the meaning of the designated word. These tropes are usually used in advertisements to convey information in an informal way, where the delivery of information is more like an implicit statement. The purpose of using tropes in an advertisement is to make a persuasive statement in order to influence others.

According to Swales, the language contained in advertisements has its own approach and purpose and is a communication event with a set of communication goals. The purpose of this communication is what makes the language in an advertisement has its own style of language. Especially in commercial advertisements, the use of language that includes diction and sentence structure is also related to the identity of the product or service being advertised.

The Effect of Advertising on the Language Acquisition Process in a Child

Previously, it has been mentioned that an advertisement can have a big influence on mankind, not only related to lifestyle but also in language acquisition efforts, especially in a child. Yep, this was revealed in a study entitled The Effect of Advertising with Music on Children’s Language Acquisition by Erika Fibriyanti.

In this study, highlighting the use of television as a medium of entertainment during self-isolation during the current Covid-19 pandemic. It is possible that children will also use television and the commercial advertisements it displays as entertainment. Most of the advertisements currently use background music so that the advertisements are not too monotonous and accompanied by distinctive singing.

For example, Shopee e-commerce advertisements which every month
held a special event with the ad text in the form of “shopee pee pee shopee shopping day …” and sung in a distinctive tone so that it is easy to remember.

It turns out that advertisements with a musical background and distinctive tones are very useful in the process of language acquisition in early childhood, because they tend to remember things they have just heard, especially if they have a distinctive tone. Actually, language acquisition efforts that occur in early childhood can be done anywhere and anytime, including from an advertisement on television.

Children usually pay more attention to things that are considered interesting accompanied by cheerful visuals and music. This attention can later be called the listening process which can then be imitated. Imitation is tantamount to producing a new utterance or language that he unconsciously learns and accepts.

In this case, it is a note for parents to keep an eye on the advertisements that appear on television and pay attention to whether the child will imitate it or not. Because sometimes there is vocabulary or diction contained in an ad that is inappropriate for children to imitate.

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