The linguistic communication of advertizements purposes at precise, clear, pointed and collaring communicating. Like all communicative enterprises, in advertisement, acquiring the message across is of premier importance. However, the usage of linguistic communication in advertisement is of a peculiar character because the advertizer can non afford to be delinquent or noncritical. The purpose of this paper is to look into the extent to which regulations or conventions of the English linguistic communication are broken in print advertisement. It besides shows the practical use of lingual characteristics particularly figures of address in newspaper advertizements. This paper is based on many concrete illustrations that strengthen the theoretical portion of the paper.
Keywords: Ads, figures of address, lingual characteristics, newspaper
El lenguaje publicitario Se enfoca en la comunicacion precisa, clara, directa Y llamativa. Como todo intento comunicativo, en publicidad el objetivo de transmitir el mensaje es de vital importancia. Sin trade stoppage, el uso del idioma en publicidad posee un caracter peculiar ya que el publicista no Se puede permitir ser ofensivo o acritico. El objetivo del presente articulo Es investigar EL grado en EL que las reglas o convenciones del ingles se rompen en la publicidad impresa. Tambien se muestra EL uso practico de rasgos linguisticos, especialmente figuras retoricas, en la publicidad dentro de los periodicos. Este articulo Se apoya en varios ejemplos concretos para fortalecer La parte teorica.
Palabras clave: Avisos publicitarios, figuras retoricas, periodicos, rasgos linguisticos
Introduction
Language is the most important gift to human existences. Can person believe of the universe without ‘speech ‘ ? It is done linguistic communication that we encode and decode information. Generally talking, all communicating, originative or critical thought etc. and its articulation would hold been non-existent if linguistic communication did non be. This universe would surely be dark if the visible radiation of linguistic communication did non light it. Sapir, the celebrated linguist observed:
Human existences do non populate in the nonsubjective universe entirely, nor entirely in the universe of societal activity as normally understood, but are really much at the clemency of the peculiar linguistic communication which has become the medium of look for their societyaˆ¦ ( Cited by Salzmann, 1993, p. 153 ) .
Taking cue from the Sapir-Whorf hypothesis, it is non out of topographic point to reference that it is linguistic communication which determines the bounds of our universe, which constructs our world. Therefore, linguistic communication is non impersonal. It is non simply a vehicle which carries thoughts but it shapes thoughts. It is the programme for mental activity ( Whorf, 1956 ) . Given that linguistic communication is such an influential force in determining our universe, it is obvious that those who have the power to do the symbols and their significances are in a privileged and extremely advantageous place. This springs from the fact that linguistic communication can be used creatively- the best illustrations of such usage are seen in advertizements.
Now-a-days advertisement has penetrated into every nook and corner of one ‘s life. Advertising non merely offers information but besides has a strong component of persuasion. This is the premier ground that research workers have tried to unveil the mechanisms of advertisement: the lingual dimension of the message, word-play, the usage of image and sound, the procedure of coding and decryption, the interaction between message and audience, etc.
The Language of Ads
The linguistic communication of advertizements purposes at precise, clear, pointed and collaring communicating. Like all communicative enterprises, in advertisement, acquiring the message across is of premier importance. However, the usage of linguistic communication in advertisement is of a peculiar character because the advertizer can non afford to be delinquent or noncritical. As Weir ( 1960, p. 26 ) says, “ The bosom and psyche of advertisement are, and, in many sentiment, will stay the creative activity of effectual communicating between manufacturer and client. ”
It is surely an interesting find that the Godheads of advertizements take autonomies with linguistic communication as poets do. The advertizers have an ‘advertising licence ‘ merely as the poets have a ‘poetic licence ‘ . The commercial advertizers like creative persons play with linguistic communication creatively modifying the natural order of construction and signifier. Therefore, the linguistic communication that ‘s used in advertisement is calculated in its effort to make a positive feeling of the merchandise or service. A figure of lingual characteristics get foregrounded to make different manners in order to make the advertizements which have imperishable impact on the reader. Foregrounding can be achieved in two ways: 1. Parallelism and 2. Deviation. For case, divergence in advertizements can be found at different degrees, some of which are explained following.
Lexical divergence. An illustration of ‘broken words ‘ besides come under lexical divergence. These refer to divide words into smaller units. Such a technique is frequently applied to make unexpected consequence upon the readers. For case:
The new definition of Smart Casual.
The Complete Man Raymond
Since 1925
( The Times of India, 30 September 2008, Tuesday, p. 21 )
Syntactic Deviation. Syntactic divergence includes misdemeanors in syntactic agreement which could be described as ‘bad ‘ or ‘incorrect ‘ grammar. For case:
Uflex packaging solutions help to convey to you your favorite spices and other nutrients merely the manner you want them – fresh and pure. Which is why packaged nutrient giants like Cadbury ‘s, Britannia, Nestle, TATA tea, P & A ; G and Pepsi have placed their trust in us. And which is besides why Reliance Retail and Bharti Walmart – India ‘s youngest private labels – have left the undertaking of continuing quality and freshness to us.
( Ad of UFLEX Flexible Packging )
( The Times of India, 20 August 2008, Wednesday, p. 13 )
Why settle for any other AC when you can acquire a DAIKIN?
( Ad of DAIKIN Air-conditioner )
( Dainik Bhaskar, 27 May 2012, Sunday, p. 12 )
Leech ( 1966 ) , in his pioneering and comprehensive survey on English in Advertising, has analyzed different facets refering to grammar, vocabulary, discourse, rime and rhetoric of advertisement. He has shown the relation of these facets with the functional factors such as attending value, listening ability/readability, memorability and selling power. The lingual devices such as illustration, show typography, initial rhyme, rimes, egg-shaped buildings, metaphor and paradox are some of the facets linked with attending value. Simple and conversational manner and familiar vocabulary are connected with readability. Phonological regularities such as initial rhyme, beat, rime and jangle are related to memorability. Frequent usage of jussive moods and superlatives are associated with marketing power. For effectual communicating, advertizements use specific linguistic communication.
In advertizements, the features of common linguistic communication, i.e. , flightiness, grammatical truth, semantically rightness are exploited maximally. There is a frequent usage of disjunctive grammar in advertizements ( i.e. in which infinite clauses and little phrases are independent ) . Therefore, the linguistic communication of advertizements is distinguishable. Leech ( 1996, p. 95 ) comments: “ Disjunctive linguistic communication is chiefly associated with headlines, subheads and signature ” .
The major map of the linguistic communication of advertizement is evidently to pull attending and to carry people to purchase the merchandise or service it presents. Memorable mottos, humour etc. are besides used to heighten feeling. Besides, an advertizement may besides divert, inform, mislead, concern or warn. Ads revolve around market economic system and information engineering. It clearly shows that the control over the linguistic communication is non merely in the custodies of academic establishments but it is besides shaped by the bargainers and selling bureaus based on their construct which works good for the sale of their merchandises in the market.
Investigating Some Linguistic Features:
The linguistic communication of advertisement often uses figures of address and other stylistic devices that are considered typical of poetic linguistic communication, such as wordplaies, metaphors, initial rhyme, vowel rhyme, rime etc. Practically being witting of the infinite and range of this research paper, it is non possible to discourse all the lingual characteristics microscopically. Consequently, such illustrations have been selected for this survey which exhibit the most widely stylized lingual characteristics used by the advertizers in newspapers.
At the Phonological Level
Alliteration.
The universe of manner
Has a new tendency: Tradition.
Showing Rivaaz, a arresting scope of gorgeous gold jewelry from Gitanjali.
( Ad of RIVAAZ jewelry by Gitanjali group endeavor )
( Business Standard, 19 December 2008, Friday, p. 12 )
Alliteration is the repeat of the harmonic sound normally at the beginning of a word. It is one of the oldest poetic devices. In the above illustration, the phoneme /t/ is repeated at the initial place of words ‘trend ‘ and ‘tradition ‘ and the harmonic phoneme /g/ is repeated at the initial place of words ‘gorgeous ‘ , ‘gold ‘ and ‘Gitanjali ‘ .
Furthermore, the presence of unstable sounds ( nasals, sidelong, sibilants ) adorn this beautiful initial rhyme with a glassy rhythmic consequence.
Good clip to Grab Golden Opportunity on 11.11.11
( Ad of BCL Homes at Mohali )
( The Tribune, 10 November 2011, Thursday, p. 1 )
In the given illustration, the repeat of the harmonic phoneme /g/ at the initial place of words is apparent. This repeat of the velar stop consonant with short intervals presents an consequence to move Swift.
GATEWAY TO A DEFINING DECADE
Indian Overseas Bank
BANCON 2011 BANKER ‘S Conference
( Advertisement of a conference by Indian Overseas Bank )
( The Hindu, 4 November 2011, Friday, p. 20 )
In the given illustration, the harmonic phoneme /d/ at the initial place of words ‘defining ‘ and ‘decade ‘ is repeated. Besides, the vowel semivowel /ei/ in ‘gateway ‘ and ‘decade ‘ is repeated which is the illustration of vowel rhyme ( repeat of vowel sounds ) .
BLACK BRINGS BAD LUCK.
THAT ‘S JUST A SUPERSTITION.
( Ad of SPORTSTAR – THE SPORTIER TABLOID )
( The Hindu, 28 October 2011, Friday, p. 15 )
This is an interesting illustration with repeat of the harmonic phoneme /b/ at the initial place of words above — clubbed with vowel rhyme through the vowel /a?‚/ in ‘Black ‘ , ‘bad ‘ , ‘that ‘ — – making an consequence of statement /b/ and so scoffing negation /a?‚/ .
THE Meeting OF MINDS.
THE TRIUMPH OF THOUGHT.
The Indian Banking Industry is future-ready.
BANCON 2011
( Advertisement of an one-year conference by Indian Overseas Bank )
( The Hindu, 5 November 2011, Saturday, p. 19 )
In the given illustration, the harmonic phoneme /m/ at the initial place of words ‘meeting ‘ and ‘minds ‘ is repeated and the phoneme /t/ in the words ‘triumph ‘ and ‘thought ‘ is repeated.
Rhymes. Rhyme is one of the popular characteristics of advertizements. It is musical and gets success to catch the client ‘s attending.
Take what
you want,
when you want,
where you want.
( Advertisement of a Scan Disk 8GB USB )
( The Times of India, 30 September 2008, Tuesday, p. 3 )
The Best Bank – India
The Best Equity House – Bharat
( Ad of Deutsche Bank )
( Business Standard, 15 December 2008, Monday, p. 1 )
Journey is in Doubt
if the Ticket is from a Tout
( Ad of NORTHERN RAILWAY )
( The Hindu, 30 October 2011, Sunday, p. 5 )
In your minutes of felicity, it ‘s at that place.
In your minutes of prosperity, we ‘re at that place.
( Ad of NSE – National Stock Exchange of India Limited )
( The Economic Times, 9 November 2011, Wednesday, p. 11 )
Onomatopoeia. It is a figure of address in which the sound reflects the sense. It is besides at times called echoism.
Mmmmaˆ¦ . Smells good! Uflex?
Uflex packaging solutions help to convey to you your favorite spices and other nutrients merely the manner you want them – fresh and pure. Which is why packaged nutrient giants like Cadbury ‘s, Britannia, Nestle, TATA tea, P & A ; G and Pepsi have placed their trust in us.
And which is besides why Reliance Retail and Bharti Walmart – India ‘s youngest private labels – have left the undertaking of continuing quality and freshness to us.
( Ad of UFLEX Flexible Packging )
( The Times of India, 20 August 2008, Wednesday, p. 13 )
At the Lexical Level
Lexis is capable to invention and experiment. Ads have rich and colorful vocabulary i.e. usage of nouns, pronouns, adjectives, neologies, niping, acronyms, intermixing etc. The pick of vocabulary depends on the context the advertizer wishes to show, the audience and thereby the registry. Ads provide a springboard to larn the words and phrases rapidly. For case:
Why settle for any other AC when you can acquire a DAIKIN?
( Ad of DAIKIN Air-conditioner )
( Dainik Bhaskar, 27 May 2012, Sunday, p. 12 )
This is an illustration of acronym as AC is formed by fall ining the initial letters of ‘air-conditioner ‘ .
NIFTEM ( National Institute of Food Technology Entrepreneurship and Management )
Admission Notice 2012-13 ( B.Tech. and M.Tech. )
About NIFTEMaˆ¦
WORLD CLASS EDUCATION IN FOOD TECHNOLOGY AND MANAGEMENT
Provision for state-of-the-art research labs in future
LIFE AT NIFTEM CAMPUS
Entire campus is planned to be a High-tech Wi-Fi campus
In the above given illustration, there is usage of acronym in NIFTEM. Clipping is used in labs as it is short signifier of ‘laboratory ‘ . High-tech and Wi-Fi are illustrations of blends: High-Tech from High and Technology, Wi-Fi from Wireless and Fidelity
An overview of the marital advertizements nowadayss interesting illustrations of multiple adjectives. Advertisers use comparative and greatest grades to exhibit the first-class quality/ high quality of their product/person. The greatest description of bride/ groom looks like:
Wanted a beautiful, slender, tall, good educated miss belonging to a respectable, educated Jat Sikh household
( The Tribune, 27 December 2008, p. 5 )
Whenever the twine of adjectives seem to be less effectual, intensives such as truly, really, really, exceptionally, etc. are used.
Sometimes classifiers are besides added like: convent educated, ex-convented, modernist, green card holder, high position, etc.
If just fails to convey what the advertizer wishes to convey, gori, with all its associations in the Indian context, is added to the list of the properties of the bride. All the adjectives used in marital advertizements are adjectives of implications/ illocution.
A glimpse on common affixation. The ‘-ing ‘ and ‘-ed ‘ postfix is really often used, particularly in marital advertizements softening compound words. By and large talking, this reflects the lexical creativeness of Indian English.
-ing type
home-loving, fine-looking, English-speaking, working, smart-looking, etc.
-ed type
well-placed, well- established, well-trained, career- oriented, broadminded, sweet-tempered, fair- complexioned, sweet-natured, etc.
Of the two types, the -ed formations are more frequent. Most of these points do non hold a dictionary entry in the construction, sense and world-class in which they appear. Though at times semantically unintelligible and structurally eccentric to the native talkers of English, they have by now acquired full justification and stylistic significance in English newspapers of India.
At Syntactic Level
Egg-shaped building. An egg-shaped building is a sentence in which certain word/words are intentionally omitted because they can be understood easy from the context. In about all the headlines, egg-shaped sentences are used.
Trump Vidyarthi Plan comes once more.
( Ad of Trump Prepaid Mobile Card issued by MTNL )
( The Times of India, 24 December 2008, Wednesday, p. 24 )
Rule the route
( Ad of CHEVROLET CAPTIVA Car )
( Business Standard, 15 December 2008, Monday, p. 16 )
Serving it out
( Ad of ‘dish television ‘ )
( Business Standard – the strategian, 6 January 2009, Tuesday, p. 1 )
Carry the bank in your billfold!
( Ad of installations of ATM of Oriental Bank of Commerce )
( The Tribune, 8 Nov. 2011, Tuesday, p. 18 )
Tense. Among all the tenses, it is the present tense and specifically Present Indefinite Tense that is often used in advertizements.
Gitanjali nowadayss RIVAAZ
( Ad of jewelry )
( Business Standard, 19 December 2008, Friday, p. 12 )
Finally a existent estate disengagement that helps you to happen your dream place. We value your dreamsaˆ¦
( Advertisement of Real Estate – Every Saturday with The Tribune )
( The Tribune, 7 Nov. 2011, Monday, p. 9 )
Where there is trust, reassurance follows.
( Ad of LIC Finance Ltd. )
( The Hindu, 13 January 2009, Tuesday )
Imperative moods. Imperative syntactic buildings are often used in advertizements.
Let us surprise you,
Come experience France.
( Advertisement of a France manus bag )
( Business Standard, 15 December 2008, Monday, p. 16 )
Binary conjunctions. In these types of conjunctions, two parts ( words or clauses or sentences ) are connected with each other. The word which is emphasized in the first portion is opposite to the word emphasized in the 2nd portion. As these conjunctions are concise in signifier which draw attending of the consumers easy. For case:
“ Play more.
Pay less. ”
( SAMSUNG Virgin Mobile )
( The Times of India, 30 September 2008, Tuesday, p. 5 )
SBI Car Loan
WALK IN. Drive OUT.
( Ad of SBI Car Loans )
( The Hindu, 4 November 2011, Friday, p. 1 )
Grammatical inversion.
Opportunity you ca n’t afford to lose
( Ad of TDI Centre Jalandhar )
( The Tribune, 4 February, 2009, Wednesday, p. 18 )
Nominal has been placed in an upside-down order in the above illustration.
Grammatical correspondence. Parallelism is normally used in advertizements. It consists of phrases, clauses or sentences of similar grammatical building.
WE SWITCHED THEIR CARS FOR A WEEK AND CHANGED THEIR MINDS FOREVER.
Experience the Ford difference with a trial thrust today!
( Advertisement of Ford Cars )
( The Tribune, 9 November 2011, Wednesday, p. 5 )
In this illustration, the word ‘their ‘ is repeated in first sentence. In the 2nd sentence, the harmonic phoneme /t/ at the initial place of words ‘test ‘ and ‘today ‘ is repeated and the harmonic phoneme /w/ at the initial place of words ‘we ‘ and ‘week ‘ is repeated. It is illustration of initial rhyme besides.
Anaphora. A strategy in which the same word or phrase is repeated at the beginning of consecutive phrases, clauses, or sentences is called anaphora. It is besides called epanaphora. Anaphora encompasses some of the grammatical regulations that facilitate coherence in discourse.
Discover the thaumaturgy of cooking
Introducing the new USHA cooktops,
that make cooking a genuinely charming experience
( Ad of USHA Cook-tops )
( The Tribune, 12 November 2011, Saturday, p. 5 )
In the given illustration, there is repeat of words ‘cooking-cooking ‘ and ‘magic-magical ‘ .
At Semantic/Pragmatic Level
Simile. It is a figure of address in which two dissimilar things are compared with each other by the usage of words ‘as ‘ ‘like ‘ and ‘such as ‘ , ‘as though ‘ to pull attending. The comparing is expressed. Advertisers use simile to escalate the characteristics of the merchandise. For case,
A Contest Equally BIG AS A PARENT ‘S HEART.
( Ad of Gini & A ; Jony )
( Dainik Bhaskar, 12 November 2011, Saturday, p. 2 )
A micro spring every bit thin as hair.
A roller ball about every bit difficult as a diamond.
A engineering that adapts to you.
( Ad of Add Gel Pen )
( The Economic Times, 20 Feb. 2012, Monday, p. 1 )
Metonymy. A figure of address in which one word or phrase is substituted for another with which it is closely associated is called metonymy.
It ‘s Modern.
It ‘s Authoritative.
It ‘s like monogrammed letter paper.
Or dress shop tea.
Or aged wineaˆ¦
( Ad of Apartments, Pune )
( The Economic Times, 17 Feb. 2012, p. 3 )
Metaphor. A figure of speech in which a word or phrase is transferred from its actual significance to stand for something else. It is a comparing in which one thing is described as if it were another. For case,
THE Meeting OF MINDS.
THE TRIUMPH OF THOUGHT.
The Indian Banking Industry is future-ready.
BANCON 2011
( Advertisement of an one-year conference by Indian Overseas Bank )
( The Hindu, 5 November 2011, Saturday, p. 19 )
Antithesis. For accent, a dramatic resistance or contrast of words is used in the same sentence. For case,
INSTITUTE OF HOSPITALITY & A ; MANAGEMENT
“ COME AS A STUDENT LEAVE AS A MANAGER ”
( Advertisement of an institute )
( The Tribune, 25 May 2012, Friday, p.1 )
Decision
The modern universe depends on advertisement ; hence, their Godheads come with different techniques and manners of making it in order to state the qualities of the merchandise and to increase its sale. Therefore, by analysing a figure of illustrations of newspaper advertizements, it can be said that the Godheads of advertizements use different manners to convert readers and interrupt the regulations or conventions of the English linguistic communication. As newspapers are rich in assortment of words, phrases, collocations, parlances, associations, different constructions, so, they can be relied upon for a assortment of intents. And peculiarly newspaper advertizements being an of import characteristic of newspapers are crisp, precise, sententious and attractive and so is English linguistic communication. So, what can be a better beginning for larning English linguistic communication than newspapers advertizements?
Ads are besides good medium in ELT. These are eye-catchy, enhance creativeness and supply cognition about inventions. Although pieces of intelligence, articles, letters to the Editor and all other printed points can be used to learn English but since advertizements draw attending of the scholars and readers, they can be an interesting agencies of learning English. Use of the mass media as a instruction instrument in the schoolroom has increased well at all class degrees in the past few old ages. Ads can be used as interesting assistance for learning English linguistic communication as:
Ads provide us information about the new merchandises coming in the market, thereby widening our cognition and intensifying our apprehension. This will besides introduce the readers with linguistic communication alteration with infinite and clip.
Ads contain a broad assortment of linguistic communication manners non easy found in conventional linguistic communication larning class books and pupils must be familiar with such linguistic communication signifiers.
English- linguistic communication newspapers are easy available in the libraries of schools and colleges, hence, linguistic communication instructors can utilize new stuff to develop the pupils ‘ linguistic communication accomplishments which create involvement in scholars and do them thoughtful.
Reading advertizements is an gratifying and popular interest for most of the people. So activities based on advertizements in the linguistic communication schoolroom can go an extension of this involvement for such people and for the instructors who apply them.
Ads are good beginning of constructing vocabulary every bit good as to understand structural facets of linguistic communication. The conventional manner of vocabulary edifice by picking up words from advertizements and larning them appears to be glooming and humdrum. It can be made interesting by utilizing different learning schemes such as association, utilizing images ( Look and Say ) , Synonyms and Antonyms, Magic Thread ( Word Game ) etc.
As the beauty of the linguistic communication lies in the usage of the figures of address, it can be taught in an interesting manner by utilizing newspaper advertizements because illustrations from normal twenty-four hours life are easy to hold on. Furthermore, anyone who wishes to understand the significance and value of the work of linguistic communication must concentrate on the elements of foreground processing. And highlighting can be achieved through correspondence and divergence which have been discussed in the paper with illustrations of advertizements. So a instructor can learn this of import portion of divergence and use of figures of address through newspaper advertizements.
Therefore, the present paper introduces the analysis of advertizements at different degrees – phonological, lexical, syntactic and semantic. The above described lingual characteristics such as grammatical construction, initial rhyme, rime, and simile etc. supply learners a rich experience of linguistic communication use. This acquisition lightens the fire of creativeness and motivates them to utilize the linguistic communication genuinely.
