Research has shown that people remember particular advertisements if the product is different. If the advertisement itself is unusual or if the advertisement has some personal relevance. Often the initial impact will be caused by the visual content and overall design, but it is the use of language that will ensure that the product of service identity and the brand name are remembered. Typically, the language of advert is positive, unreserved and colloquial. Advertisers choose vivid concrete words and male their copy (the words attached to an advert) memorable by using figurative language and non-standard spellings.

Avertising texts foreground unusual stylistic choices

The fairly advertisement foregrounds language forms on several levels by making unexpected choices: Orthographic Morphological -> the ad first caught the attention because of the huge adjectives Lexical -> the brand name Roomster itself is an invention, containing room with a suffix – ster Syntactic -> ads tend to have more minor sentences, here there are seven sentences, only one of which is an independent clause. Pragmatic -> the slogan MANUFACTURER OF HAPPY DRIVERS flouts the maxim of quality; one possible implicature is that they make the cars that make drivers happy.

Language in ads

Advertisements don’t have a register of their own, special grammatical features or lexis, everything they do with language is found on other registers.

The structure of advertisements

Slogan
Copy (the words attached to an advert)
Logo
Images
Sounds

Adjectives, comparatives and overstatements

New Dove Firming. As tested on real curves. Real women have real curves. And according to women who tried new Dove, it left their skin feeling firmer. In just one week. What better way to celebrate the curves you born with? New Dove Firming, lotion, Cream and Body Wash. For beautifully firm skin.

Adjective compounding

Top quality Chocolate flavoured Longer lasting Oil free formulas Shining clean pans Good tasting cats

A fabulous deep cold freezer Kodak single use cameras take pictures you wouldn’t normally take your camera.

Verbs

Have trusted: the past and present perfect is used to elaborate the action;
Lasts: the present is used to emphasize Interactive features are used to construct a direct, almost personal relationship. For example: for you , many decades you’ ve waited. Questions are used to involve the reader, they are the most expression of stance marker.

Advertising texts have a purpose

Advertisements are texts that have been paid for order to associate meanings with brands. Surely ads just try to sell us things. Most ads we see and hear have to place that brand in systems of linguistics and visual symbols. A brand is a group of meanings associated with a label such as Nokia, Levi’s etc. The brand usually covers a range of products that change constantly to suit the market while the meanings of the brand may remain fairly consistent. A single brand may apply to a rail line, an airline, a recording label, financial services and mobile phones. The sales of a given product can be increased in many ways: by lowering the price and getting it displayed more prominently in shops or in adding features, not just by ads.

Advertising texts address an audience

One of the most frequently seen words in any ad is you. But it is a complex word to use because of course the readers of the as, the readers projected by the ad and the target audience of the brief could be quite different. Very few ads are really directed at the whole population, even ads for products that we all need are directed at the most likely shopper. The ad need not to use you to make us feel addressed; It can use shared knowledge or shared evaluations, or a picture of someone staring out of the page at us. An ad can cut out some readers by its form of address and references. Ads can also project a response from the audience and they are more effective when they promote this kind of active response engaging readers in interpreting them.

Advertising texts work in relation to other texts

Advertisements can allude to other texts, from literature, movies, news or the visual arts. They can take on almost any register associated with almost any field. A cosmetics ad will be full of pseudo-scientific jargon; a cooker will send up romantic novels, a bank or jeans or a mobile phone will use the style of Soviet era posters. As ads allude to other texts, specific ads and advertising language in general can be picked up in other discourses. For instance, the way the hero’s flat in the movie “Flight Club” is labelled like an Ikea catalogue.

Advertising texts are placed in space and time

Ads are placed where they are most likely to be effective. The Skoda ad appeared in the first pages of a weekend newspaper supplement where many of the other ads are devoted to home, food and family concerns. Television ads would appear in the evening during