The Language of Advertising *

Language has a powerful influence over people and their behavior. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important. A study of vocabulary used in advertising listed the most common adjectives and verbs in order of frequency. They are: Adjectives Verbs 1. new 1. make 2. good/better/best 2. get 3. free 3. give 4. fresh 4. have 5. delicious 5. see 6. full 6. buy 7. sure 7. come 8. clean 8. go 9. wonderful 9. know 10. special 10. keep 11. crisp 11. look 12. fine 12. need 13. big 13. love 14. great 14. use 15. real 15. feel 16. easy 16. like 17. bright 17. choose 18. extra 18. take 19. safe 19. start 20. rich 20. Taste Good and new were over twice as popular as any other adjective.

*(from Marcus Evans “Linguarama”)

http://www.linguarama.com/ps/marketing-themed-english/the-language-of-advertising.htm

There are many elements that help make a good commercial/advertisement. These are just a few. Some common elements in advertisements might include:

1. The product and the name of the product

i.e. A computer, but is it an Apple or ASUS?

2. Benefits or special features

i.e. Better, stronger, faster, new and improved

3. Special prices or deals

i.e. 50% off, 50% discount, buy one get one free, cheaper than the other brand

4. A Jingle

i.e. McDonalds theme, “da da da da da….”

5. A Slogan

“Feel the power!”, “I’m lovin’ it.”, “Just do it!”

6. Where to buy it

i.e. “Available at drugstores everywhere. “, “At your nearest Toyota dealer.”