Mastering Advertising: Art, Techniques, and Impact

The Art of Persuasion in Advertising

Advertising is the art of convincing or persuading the recipient to purchase certain goods, services, or ideas. This is achieved through a combined argumentative load with several intentions:

• Appellate function: The issuer calls attention to the recipient or wants to act on their conduct (e.g., "Waiter, a beer!").
• Referential function: The issuer indicates an objective fact, without expressing their feelings or trying to provoke a reaction in the recipient (e.g., "Today is Monday.").
• Poetic function: Language plays a role when its order is to call attention to itself, on how to say things (e.g., "Three Trapped Tigers").

To disclose a product, the following process should be followed:

In creating advertisements, several issuers are involved: the advertiser, the advertising company, and the actors or characters.

• The message is directed to a common public.
• A text achieves its effects at the time the receiver acquires the advertised product.

Creativity is essential, using words, colors, sounds, and images. The advertising world is constantly changing, so renewing triumphs and creative phonics is important.

Creative Resources in Advertising

Alliteration, paronomasia, onomatopoeia, and rhyme help to record messages in the mind.

A variety of tones (interrogative, exclamatory, and statement) is useful in persuading the receiver (e.g., "Bring home the stars of Hollywood!").

In written announcements, various types of graphic elements serve as the mechanism for motivating buyers.

Occasional use of intentional misspellings can be effective.

Morphosyntactic Resources

• Presence of articles and pronouns that offer exclusivity to the product, leaving no doubt (e.g., "Andalusia, only one"), a mechanism of persuasion.
• Use of superlatives and comparatives (e.g., "the lowest prices").
• Use of the 1st and 2nd person or the imperative (e.g., "Protect what you love most"), exclusive target announcement.
• Suppression of prepositions or abnormal use in many slogans (e.g., "Egg shampoo").
• Nominal constructions without a verb (e.g., "Seville, cleaner than any").
• Repetitions of words to record the message in the receiver's mind (e.g., "Rich, rich").

Lexical-Semantic Resources

• Words are chosen with positive values and which enjoy a certain social status (e.g., nature, quality).
• Preserves the employment of technicians (e.g., "with soy isoflavones") that give a sense of technological advance.
• Neologisms and acronyms (e.g., ADSL, SMS).
• Foreign words (e.g., kit, shampoo).
• Use of figures of style like puns or polysemous terms with values (e.g., "Take control" - TV commercial).
• Rhetorical: a smart car, Andalusia, unstoppable.

The publicist makes maximum use of connotation, feelings, and values (novelty, luxury, fun).