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Language of Persuasion: A Discourse Approach to Advertising Language

Author Affiliations

  • 1Department of Linguistics, Bharathiar University, Coimbatore, Tamil Nadu-46, INDIA

Res. J. Recent Sci., Volume 3, Issue (ISC-2013), Pages 62-68, (2014)

Abstract

In the new scenario of consumerism advertisements have become very popular and an indispensable source of information. The very language of advertisements triggers curiosity and surprise. Innumerous sophisticated and cotemporary printed and visual media emphasizes the role of language in the advertisements. Compared to a few decades back, the media of this century depends more on linguists than the story tellers. The persuasive power of advertising language is very much experienced today. How these advertisements affect the human mind is a quite interesting enquiry. However this has been done from different angles by anthropologist, psychologists and sociologists, no approach is complete with out a linguistic analysis. The basic requirement of advertisement is communication. Discourse and pragmatic approach, one of the spontaneous outcomes of the traditional language studie is made use in this analysis. Persuasiveness of advertising language is explored at three levels; 1) Cohesion and coherence, 2) Speech acts and 3) Ideology. A few advertisements published in Indian print media are selected for the analysis.

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