advertising


advertising
advertising, language of
In a study of the use of language to influence and persuade people, the American scholar Dwight Bolinger (Language, the Loaded Weapon, 1980) describes several techniques which advertisers share with other persuaders in manipulating language to their own ends. These may be summarized as (1) literalism, in which an assertion is made that is literally true but will normally be understood in special ways that the advertiser intends (e.g. Dentists recommend Colgate suggests that all dentists recommend it whereas only two need be found to justify the statement made), (2) euphemism, in which less favourable aspects are made to sound more appealing (e.g. something that is average may be described as standard and a small quantity of a product may be described as handy version or fun size), and uninteresting concepts are made to sound more interesting (e.g. crafted instead of made, ultra-pure instead of clean or fresh), (3) use of jaunty vocabulary and slogans (e.g. Drinka pinta milka day, Every picture tells a story), and (4) the use of special syntax to associate the customer with a product (e.g. Aren't you glad you use Dial? and Put a tiger in your tank, both of which make an assumption to flatter and reassure the customer). See also euphemism, slogan.

Modern English usage. 2014.

Look at other dictionaries:

  • advertising — ad‧ver‧tis‧ing [ˈædvətaɪzɪŋ ǁ ər ] noun [uncountable] MARKETING telling people publicly about a product or service in order to persuade them to buy it: • Most organizations underestimate the benefits of advertising. • Television advertising… …   Financial and business terms

  • advertising — in the broadest sense of making goods publicly known developed as early as commodity exchange took shape in human society. In China, as elsewhere, the earliest medium of advertising was oral and even musical. The Book of Odes recorded an entry in …   Encyclopedia of Contemporary Chinese Culture

  • advertising —    Advertising in Spain is part of the international advertising scene, with the top twenty agencies being owned, with very few exceptions, wholly or in part by multinational groups. Most of these groups became established by acquiring or… …   Encyclopedia of contemporary Spanish culture

  • advertising — n. 1. a communication publicly promoting some product or service. Syn: ad, advertisement, advert [WordNet 1.5] 2. 1 the business of advertising; the activity engaged in by professional publicists for pay. Syn: advertizing, publicizing, the… …   The Collaborative International Dictionary of English

  • advertising — (angl.) [pron. advertáĭzing] s.n. Trimis de gall, 02.08.2006. Sursa: DOOM 2  ADVERTISING s.n. Acţiunea de a atrage atenţia persoanelor (asupra unui produs etc.) prin intermediul reclamelor. [pr.: édvărtaiziη] (engl. advertising < advertise =… …   Dicționar Român

  • advertising — index promotion (encouragement), publicity Burton s Legal Thesaurus. William C. Burton. 2006 advertising …   Law dictionary

  • Advertising — Advertising,das:⇨Werbung(1) …   Das Wörterbuch der Synonyme

  • advertising — (Brit.) ad·ver·tis·ing || ædvÉ™taizɪŋ n. act or activity of marketing and promotion; promoting, drawing attention to (generally in order to sell goods or services); act of publicly announcing (also advertizing) advertise (Brit.)… …   English contemporary dictionary

  • advertising — /adverˈtaizin(g), ingl. ˈædvəˌtaɪzɪŋ/ [da to advertise «fare pubblicità»] s. m. inv. pubblicità …   Sinonimi e Contrari. Terza edizione

  • advertising — [n] public notice of sale; notices to increase consumer desire announcement, announcing, ballyhoo*, billing, blasting*, broadcasting, buildup, displaying, exhibiting, exhibition, exposition, hard sell, hoopla*, hype*, pitch, plug, posting, PR,… …   New thesaurus


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