TITLE: ENGLISH IN

Shashikala G.T Asst.Prof.of English Govt.First Grade College Davangere – 577004 Email ID :- [email protected]

Advertising or advertisement is a form of communication used to persuade an audience (viewers, readers or listener) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsor and viewed via various traditional media; including such as newspaper, magazines, television commercial, outdoor advertising or direct mail; or new media such as websites and text messages. Beside, Crabtree, et al (1991:237) say that:

“Advertising is a business in which language is used to persuade people to do things, or examples to buy some product or vote someone, and / or believe thing, for example, that some ne corporation is trustworthy or some political philosophy is good one” Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies that help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

Internet advertising is a form of that uses the Internet and World Wide Web for the expressed purpose of delivering messages to attract customer. Examples of internet advertising include contextual ads that appear on search engine result pages, banner advertising, in text ads, Rich Media advertising, online classified advertising, advertising network and e-mail marketing, including e-mail spam and slogans.

Advertising or advertisement is a form of Advertising or advertisement is a form of communication used to persuade an audience (viewers, readers or listener) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive Consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsor and viewed via various traditional media; including mass media such as newspaper, magazines, television Commercial, radio advertisement outdoor advertising or direct mail; or new media such as websites and text messages.

Beside, Crabtree, et al (1991:237) in Arri Anti (1998) say that: “Advertising is a business in which language is used to persuade people to do things, for examples to buy some product or vote someone, and / or believe thing, for example, that some one corporation is trustworthy or some political philosophy is good one”.

The Goal of Advertising:

The goal of an ad is defined by its genre: it is to promote a product in order to sell it. Even though the goal is virtually never stated directly, the recipients understand the ads as examples of a genre that aim their attention towards a certain commodity. The present-day consumer is well-aware of the general intentions of the marketing industry, which results in ads exploring various tactics and strategies in order to fulfill the intended goal. The advertisers know that the recipients understand their intentions and may want to resist, exercising their free will. In this cat-and-mouse game, the advertisers are pushed to be one step ahead, to overcome the expectations of the recipients.

A is an advertising or phrases that advertisers create to visually express the importance and benefits of their product. By and large, it’s a theme to a campaign that usually has a genuine role in people’s lives. It has the ability to loan people’s time and attention by putting Consumers at the heart of the solution. Every day we see millions of messages and catchphrase everywhere from print media to internet advertisement.

Slogans are powerful marketing tools that can motivate their customers to support their . The best slogans are instantly recognizable. It is an advertising tag-line or phrase that advertisers create too visually and verbally expresses the importance and benefits of their product. Internet advertisement uses some language style. It purposes to attract their consumer. The language style has great contribution in attracting people who browsing the internet. So, they use language style that interesting to the netter.

According to Wikipedia, a slogan is a memorable motto or phrase used in a political, commercial, religious, and other context as a repetitive expression of an idea or purpose. A Logan is an advertising tagline or phrases that advertisers create to visually express the importance and benefits of their product. By and large, it’s a theme to a campaign that usually has a genuine role in people’s lives. It has the ability to loan people’s time and attention by putting Consumers at the heart of the solution. Every day we see millions of messages and catchphrase everywhere from print media to internet advertisement.

Slogans are powerful marketing tools that can motivate their customers to support their brand. The best slogans are instantly recognizable. It is advertising tag-line or phrase that advertisers create for visually and verbally expresses the importance and benefits of their product.

Advertising slogans are clever and image manipulations for the masses. Great literature they are not. (The sloganeering mode is very addictive!) Love them or hate them, stand aloof from them or engage with them, claim immunity from their or celebrate their memorability, there is no denying that the language of advertising slogans is pervasive, influential, and ubiquitous. It is estimated that the average western consumer is subject to 5,000 daily advertising messages across all forms of media. This makes it the most universal of creative literary forms.

Purpose:

What is the purpose of the ? A clue lies in the etymology of the word advertise itself – which has its root in the Latin verb ‘advertere’ – to turn towards. Slogans are a way of capturing the attention and taking the attention onwards to a predetermined destination.

Advertising’s early words and images were simply to convey information: to describe products, how they worked, what they did, and their availability. Its modern role as an instrument of , as a literary form to convey meaning and significance, came later in the 20th century.

To keep the consumer ‘turning towards’ the desired destination, the advertising slogan has to first of all grab attention. Then it must embed itself in the memory.

To state the obvious, advertising words must be memorable. To be memorable, the words, phrases, and slogans must be repeated. (Even the word used for the basic text of an advertising message – copy – connotes replication and reproduction). To be recalled and repeated, to be passed along to others, to be used and reused, is the ultimate destination – the golden journey of an advertising slogan passing from the advertisers’ creative notebook to the nirvana of becoming a popular expression. Take ‘the customer is always right’ for a neat example of something that began life as an advertising slogan for Selfridges Store in 1910 and now is ingrained in the shopper’s lexicon.

All success in advertising is predicated in being alive and retained in the memory. The human memory, however, can only store and recall finite numbers of slogans. A sure-fire route to success is to make the slogan a reductionist art form. ‘Think small’, the Classic Volkswagen slogan in the USA in the 1960s, did precisely this, in encapsulating the essence of the message, its meaning and its relevance.

Early period:

In the early days of advertising, slogans tended to feature a call to action, taking the imperative tone, which was often emphasized by ungrammatical capitalization:

‘Go To Work On An Egg’ – Campaign by the Egg Marketing Board of the UK in the 1960s

‘Put a Tiger in Your Tank’ – Esso marketing campaign from the 1960s

‘Say it with Flowers’ – used by Interflora from the 1920s onwards

‘Don’t Leave Home Without it’ – used by American Express in the 1980s

‘Dig for Victory’ – the ubiquitous World War 2 public slogan which encouraged self-sufficiency in food production in the UK. If the intention is to have people buy a product or service, it seems a given that slogans project an air of self-confidence and have a ring of absolute truth, unfettered by the need to be empirically true or beyond contestation:

‘Diamonds are Forever’ – used in the legendary DeBeers campaign, beginning in the 1940s

‘It’s Good To Talk’ – used in a British Telecom advert in the 1980s to encourage people to talk on the phone for longer

‘It’s the Real Thing’ – arguably Coca-Cola’s most enduring slogan of the many it has used

‘Guinness is Good For You’– interestingly, this 1930s phrase had to be retracted at a later date when the advertising agency said there was no medical evidence of Guinness being of any health benefit and it was therefore making a false claim.

From Gutenberg to Google:

For a century the advertising slogan has become an alternative literary form. Some would argue that some advertising has become an art form for the masses. However, just as this level of esteem has been reached, the whole nature of advertising words has changed again. The future of slogans may be determined by how we phrase key words (now known appropriately as ‘ad words’) in the copy of online documents to maximize their ability to be searched. Now that Google is the world’s dominant advertising medium, traditional advertising will have to find a new lexicon.

BIBLIOGRAPHY:

Edward:(1981) An Introduction to linguistics. Boston : Little Brown and Company.

Holmer, Janet: (1992) an Introduction to Sosiolinguistics. New York: Longman. Http://en.wikipedia.org/wiki/Advertising_slo gan Http://en.wikipedia.org/wiki/ Internet Advertisement Http://en.wikipedia.org/wiki/Slogan