Features of Advertising Language – Purpose, Function and Concept

Characteristics of Language in Advertisements – Sinaumed’s certainly understands that the existence of advertisements is included in terms of marketing which is very useful for introducing a product or service to the general public. Yep, basically advertisements are used for such things so that currently the number of advertisements is very diverse, both in mass media and electronic media.

An advertisement is required to have an interesting delivery of language so that it can always be remembered and unknowingly influences readers or listeners as potential consumers to try and buy a product or service. A good form of advertising is simple but the use of the language used in conveying the message of the offer really “touches” potential customers.

Then, what are the characteristics of good language in an advertisement? Can advertisements that are either broadcast in electronic media, heard on the radio, or shown through the mass media affect a person’s mindset?

So, so that Sinaumed’s isn’t confused about this, let’s look at the following review!

Characteristics of Language in an Ad

Before discussing the characteristics of the language contained in an ad, you must first understand what the nature of the ad is. According to Johnson and Lee (1999), advertising is a commercial and non-personal communication process about an organization and its products or services that are transmitted to the general public through mass media, such as newspapers, radio, television, websites, and so on.

Basically, all advertisements, both commercial advertisements and public service advertisements, are trying to provide information to the general public. In making advertisements, one must pay attention to the use of language which is very important for the success of advertisements in the eyes of the public. The language used in advertisements must be able to be a presentation to the public so that they are interested in something being advertised.

According to Salamadian (2017), language features in an advertisement text are as follows:

1. Using Persuasive Sentences

Persuasive sentences are sentences that aim to convince and persuade the reader or listener to carry out the idea expressed in the sentence about something. In making advertisements, you also have to use this type of persuasive sentence because so that readers or listeners feel persuaded to accept the offers in the advertisement. Usually, the use of persuasive sentences in an ad emphasizes a certain diction, for example “cheap”, “fast”, “reliable”, and many others.

2. Using Slogans and Special Jargon

Slogans and jargon are interesting, striking, and easy to remember sentences or words to convey something to the general public. The use of this slogan usually consists of four to five words which of course has its own charm so that the message or offer in the advertisement can influence people.

The preparation of diction and sentences for a slogan must be creative and up to date. Even if you can try to use the diction that was currently being widely discussed so that people can easily remember it.

3. Using the First Person Point of View

Without realizing it, it turns out that the use of the first-person point of view is very influential on the ad content, you know… Text in an advertisement will usually use the first-person singular or plural subject, for example I , I , and we , who act as if they are parties. advertiser.

Examples of using first-person point of view in public service advertisements about drug prevention:

As a result if you use drugs; friends stay away from you , your parents are disappointed, caught by the police, satan is happy. Say no to drugs.

4. Short and Easy to Understand

The arrangement of sentences in an advertisement must be short but also easy to understand. The point is that the message to be conveyed in an advertisement is to the point , it doesn’t need to be convoluted and still uses language that is easily understood by the general public, not just a group of people.

What is the Purpose of an Ad?

In general, the purpose of advertisements, both commercial advertisements and public service advertisements, is the same, namely that the message contained in the advertisement is conveyed to the general public.

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1. Introducing the Product

Especially for a commercial advertisement, the main goal is to introduce a product or service to the general public as consumers. Especially if the product is a new type where not many people know about the existence of the new product.

2. Displaying Social Messages

This is found in public service advertisements which aim to increase public knowledge and awareness of the social issues that are being raised in these public service advertisements. The communication contained in public service advertisements is made in such a way that it can be enjoyed by all people from various social groups.

3. Offer Products

After introducing a product, especially in commercial advertisements, there will definitely be scenarios related to product offerings with the aim of driving sales. So, almost the same as the proverb “one oar, two islands exceeded”.

Therefore, in commercial advertisements, it is very important to pay attention to the use of sentences so that the message to be conveyed is truly understood by potential customers. The more effective the commercial advertisement is, the more transactions will be formed, thereby making the company benefit.

4. Expanding Target Targets

Especially in commercial advertisements posted and aired in the mass media, the aim is to make the introduction and product offerings accessible to the wider community. Not only that, if commercial advertising is easily accessible to the wider community, it will expand the target market at the same time.

Meanwhile, in public service advertisements, the intended target is all members of the public from various social groups to be willing to accept and understand the knowledge that is being discussed in the public service advertisement.

What is the Function of a Commercial Ad?

The existence of commercial advertising certainly has various functions, which are accepted by various parties. Here are three functions of the existence of a commercial advertisement.

1. Giving Information

The first function of the existence of a commercial advertisement and public service advertisement is to provide information. It needs to be understood once again that an advertisement is actually made to convey messages or information to the general public regarding something, including products or services for trade purposes to knowledge of the social issues being discussed.

Meanwhile, in public service advertisements, the information provided relates to all areas of life, from politics to health. An example of a public service advertisement in the health sector is information about administering MR immunization to prevent measles and rubella.

Usually using language delivery:  Let’s protect your baby from illness, disability, and death due to measles and rubella. Immediately give MR immunization. 

2. Persuade

The second function of the existence of commercial advertisements and public service advertisements is to persuade. That is, this commercial advertisement can function so that the general public is willing to buy and try the product or service that is being advertised. After they try the product, they may later repurchase it because they feel comfortable with the product.

Meanwhile in public service advertisements, its existence functions to persuade the public to carry out the things that have been notified in the public service advertisement. For example, in drug prevention community service advertisements, usually the information will be in the form of persuasion not to use any type of drug.

Usually, the use of language sentences is as follows:  The consequences if you use drugs; friends stay away from you , your parents are disappointed, caught by the police, satan is happy. Say no to drugs.

3. Remind

The third function of the existence of commercial advertisements and public service advertisements is to remind. In advertising efforts, especially commercial advertisements, the goal is to make the general public read the information or content contained in the advertisement repeatedly. Therefore, the broadcast of commercial advertisements on television is often repeated, because so that the general public who watch them will continue to remember the brand or brand of the product.

Meanwhile, in public service advertisements, this function is to remind the public to be willing to do the things discussed in the advertisement. As is the case with commercial advertisements, public service advertisements are often repeated in various media so that people can be influenced and at the same time do what is asked of the public service advertisement.

For example, in a public service announcement that discusses the dangers of smoking, there will usually be a sentence stating that smoking is a killer because it causes cancer and other fatalities.

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The Concept of Language in an Ad

Does Sinaumed’s realize that the use of language in an advertisement really influences human life in such a big way? Even today, hedonism and consumptive lifestyles are increasingly practiced because they are easily influenced by the language conveyed in an advertisement.

According to Schrank (1996), claims that contain product superiority, especially in commercial advertisements, are dishonest. Dishonesty here means that the information in an advertisement contains lies by using figurative words or distorted figures of speech.

Does Sinaumed’s know that some advertisements that have exaggerated claims can actually be categorized as false information? Yep, because basically, none of these products have true advantages as claimed in their advertisements. According to Corbett (1971), Tropes are figurative words that contain an unusual meaning from the meaning of the word designated. These tropes are usually used in advertising to convey information in an informal way, where the delivery of information is more like an implicit statement. The purpose of using tropes in an advertisement is to make a persuasive statement in order to influence others.

The following are several types of tropes that are contained in several commercial advertisements:

Type Meaning Sample ad
Substitution (Simple Tropes) Hyperbole Excessive claims Pantene Shine – Pantene Ads
annaklasis Repetition of a word with a double meaning Sarimi sticks to the heart sticks to the tongue – Mie Sarimi ad
Resonance Phrases that have different meanings with a combination of pictures Men have taste – Gudang Garang Cigarette Advertisement (with a healthy masculine image)
Destabilization (Complex Tropes) Metaphor The replacement of meaning based on the similarity of meaning There is a mother at home, everything must be in order – Mama Lime advertisement
Paradox Contradictory, false or improbable statements “This picture was taken by someone who didn’t bring a camera.” – Kodak Movies

According to Swales, the language contained in advertisements actually has its own approach and goals and is an event of communication with a set of communication goals. The purpose of this communication is what makes the language in an advertisement have its own style of language. Especially in commercial advertisements, the use of language that includes diction and sentence structure is also related to the identity of the product or service being advertised.

The Effect of Advertising on the Language Acquisition Process in a Child

Previously, it was mentioned that an advertisement can have a major influence on humankind, not only with regard to lifestyle but also in efforts to acquire language, especially in a child. Yep, this was revealed in a study entitled The Effect of Advertising with Music on Children’s Language Acquisition by Erika Fibriyanti.

In this study, he highlighted the use of television as a medium of entertainment during self-isolation during the Covid-19 pandemic which is currently occurring. It is possible that children will also make television and the commercial advertisements it displays as entertainment. Today’s advertisements use a lot of background music so that the ad is not too monotonous and is accompanied by a distinctive chant.

For example, the Shopee e-commerce advertisement, which holds a special event every month with the ad text “shopee pee pee pee shopee shopping day…” and is sung in a distinctive tone to make it easy to remember.

In fact, advertisements with background music and distinctive tones are very useful in the process of acquiring language in early childhood, because they tend to remember things they have just heard, especially if they have a distinctive tone. Actually, language acquisition efforts that occur in early childhood can be done anywhere and anytime, including from an advertisement on television.

Children usually pay more attention to things that are considered interesting accompanied by cheerful visuals and music. This attention can later be called the listening process which can then be imitated. Imitation is tantamount to producing new utterances or languages ​​that he unconsciously learns and accepts.

In this case, it is a note for parents to keep an eye on the advertisements that appear on television and pay attention to whether the child will imitate them or not. Because sometimes there is vocabulary or diction contained in an ad that is inappropriate for children to imitate.

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Fibriyanti, Erika. (2020). The Influence of Advertising With Music On Children’s Language Acquisition . Jakarta: UIN Syarif Hidayatullah.

Harjanto, Ignatius. (2010). (Language) Advertising: Understanding and Utilizing It as Language Study Material. Magister Scientiae, No.27.

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