Language - Language and the function of Advertisement

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‟.

Rhetorical Figures In Language

A rhetorical figure is known as an artful deviation. Since antiquity dozens of figures have been catalogued, ranging from the familiar (rhyme, pun) to be obscure (antimetabole). Deviation is used here in the neutral sense of a swerve or departure a way of marking the text. A rhetorical figure provides a means for making the familiar strange. Deviation, then is a matter of creating what consumer researchers might call incongruity.

Rhetorical figures depart from the norms of language either; the application of words or the manner which ideas the expressed. This study develops a framework for classifying rhetorical figures that distinguishes between figurative and non figurative text, between two types of figures schemes and tropes, and among four rhetorical operations that underlie individual figures, they are repetition, reversal, substitution and destabilization. Scheme type occurs when a text contains excessive order or regularity, while tropic type occurs when a text contains a deficiency of order or irregularities.

Language and Media

Nowadays, as the world keeps developing, the presence of the media becomes crucial since it is the most effective medium to spread out the information to the people around the world. There are many kinds of the media, such as newspaper, magazines, tabloid, television, radio, and so on. They are different each other in terms of the way they carry out their function, the publishing, the style of the writing, the content, the way using the language, and so on.
Although there are differences among those kinds of the media, they hold the same functions. Any kind of the media has the primary four functions; to distribute the information, to teach, to entertain, and to influence. Those four functions must be carried out all by the media without the absence of one function or more. Therefore, the four functions of the media stated above can be called as four in one function meaning that the four is a unity; it cannot be separated each other.
As forum, the media can be the space for the society to demonstrate their asporation; critics and suggestion. Communication enables individuals and groups to act together cohesively as society in order to respond and get the best solution of the problems. In a traditional society, the agreement of what should be done to respond certain problems can be raised by communication. It is somehow inevitably for a modern society today since the more complex society relies much on the media (Rivers, Peterson, & Jensen, 2004: 34).