Each of us daily faces advertising on television, on the radio, on the street, etc. Surely, few people think why one advertisement causes a smile and interest, while the other simply annoys or leaves you indifferent.
No wonder there is the so-called advertising language, which allows you to correctly influence the person’s subconscious, in order to push him to make a decision on the purchase of a product. Its foundations are used not only in the consumer market, but also in the political arena, because the essence remains the same - to attract attention and arouse interest among a wide audience.
Of course, first of all, the language of advertising should be literate, because it is unlikely that a potential buyer will have a desire to buy the goods of a company that makes elementary spelling mistakes in its booklets. But we will not talk about grammar, which we should all learn at school, but about the peculiar secrets that advertisers use when creating inviting videos or enticing billboards.
Currently, there is a certain stylistic appearance of advertising texts, which was formed under the active influence of an assertive and energetic Western style of promotion.
Often, copywriters, in order to attract attention to the product, must be able to compose a witty and humorous text for advertising. For example, what emotions does the phrase “fill with strength and vigor for the whole day” evoke your emotions? You must admit that this is a hackneyed and banal wording of some kind of means, and you don’t want to know which one anymore, it’s just not interesting. But if you heard the phrase in the advertisement: “My grandmother flew back to the bachelorette party again and didn’t even warn that she would return only in the morning!”, A smile appears on her face and simple human curiosity makes me wonder what it is about.
But do not think that only humor is the basis of creating advertising, this is fundamentally wrong, just such a turn is one way to attract attention and create a positive image of the goods sold. Often, the excessive catchiness of an invented advertising text can not only not attract, but even annoy the audience, so you need to carefully approach the construction of each phrase.
It is important to understand that the language of advertising is used in everything from the creation of a name for a store to the phrase printed on the package in which we add our purchases. In this case, in each case, their subtleties are used, which allow us to achieve our goal.
Among other things, a lot depends on how the advertisement is designed. You can carefully select the right words, however, in the case when it comes to printing or a sign on the store, a lot depends even on what color scheme it was made in.
Many companies spend huge amounts of money in order to create a successful advertising slogan, the main task of which is to interest potential buyers and encourage them to act. The slogan, as a rule, attracts the attention of people 70% more than any other advertising, therefore, to create a successful appeal, every word is carefully selected in order to get exactly “on target”.
The peculiarities of the advertising language also lie in the fact that it does not accept the use of obscenities and obscene expressions, this will largely alienate most people, although many will pay attention to such advertising, but immediately a negative image of the company will form in the subconscious, which cannot lead to increase profits and turnover.
They also use the manipulation of comparisons. So, for example, we often come across phrases: “more than just a TV”, “best prices”, etc. In some miraculous way, it works!
Language manipulation is exactly what advertisers need, because they influence the human subconscious, pushing to buy. The phrases that incline us to make a purchase are built on the fact that they contain a call, such as: "hurry, only today and only with us ...", "for the first time ...", etc.
The advertising language still contains many secrets, which can be comprehended only if one plunges headlong into this difficult and mysterious world of manipulation.