Advertising Language and 16th Century Novel Forms
Advertising Language and Persuasion
Advertising uses the language of images and dominates the conative function, which serves to convince the audience to take an action (to buy, to vote, etc.). This type of language usually employs imperative verbs in the second person singular. It favors easy-to-understand, simple, short sentences, rhyming, and word games. The issuer is always an entity (company, brand, government, NGOs...), and the receiver is always a mass audience.
The image must often be accompanied by a slogan (a phrase associated with the product). Commutative advertising language is used to sell a product; the advertiser creates an association of ideas, relating the product to a range of values known to be attractive to the receiver....