Language and Advertisement - Language has a powerful influence over people and their behavior. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important.
In achieving the function of advertisement in the product of advertising copy, an effective use of language becomes all the more important. Commenting on the extreme care that one should take with regard to the use of language in advertisement, Ranade states: „Incredible, the amount of damage one way cause with a slight play on words here and there, or a twins in the title, or even by the willful omission of a single comma‟.
Function of Advertisement
The functions of advertising are: (a) As a tool of selling, it is primary functions is that salesman; (b) As education, advertising as educator, speeds the adoption of the new and untried, accelerates technological advances in industry and hastens the realization of a fuller life for all; and (c) As a molder of opinion and goodwill duilder, advertising as a molder of opinion and an instrument of public relation, it sells goods but it helps win election, builds faith in a democratic way of life and becomes the keystone of a free competitive economy. It also assists in maintaining goodwill among the various group interests that must function in harmony in a democracy.
Furthermore, according to Nayak, the function of advertisement is divided into five functions. They are; attraction attention, arousing interest, stimulating desire, creating conviction and getting action.
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