• Tools & Techniques used in the Language of Advertisements: A Linguistic Analysis of Indian TV Commercial Ads

    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2020
    Group(s):
    Communication Studies, Cultural Studies, Digital Humanists, Feminist Humanities, Film Studies
    Subject(s):
    Communication, Journalism, Language and languages, Advertising, Linguistics, Creative ability
    Item Type:
    Article
    Tag(s):
    language use, linguistic analysis, media, Communications, Language, Creativity
    Permanent URL:
    http://dx.doi.org/10.17613/b22c-qj07
    Abstract:
    The present paper aims to highlight the linguistic tools and techniques used in the language of advertisements. The study becomes significant as the language used in the advertisements is purposely and deliberately created. The deliberate use of language makes the advertisements eye-catching and gets the attention of its viewers. This study investigates 75 different Indian TV advertisements and does linguistic analysis at phonological, morphological, and stylistic levels. At these three levels, the study reveals the use of phonological devices; such as rhyme, alliteration, and assonance; morphological devices; code-mixing; the degree of comparison, hybridization, and reduplication; and stylistic devices; antithesis, apostrophe, hyperbole, metaphor, onomatopoeia, and personification. Besides these devices, the study also focuses on graphological and national aspects that play an essential role in the advertising language.
    Metadata:
    xml
    Published as:
    Journal article     Show details
    Pub. DOI:
    10.15655/mw/2020/11092020
    Publisher:
    Media Watch
    Pub. Date:
    2020-9-14
    Journal:
    Media Watch
    Volume:
    11
    Issue:
    3
    Page Range:
    565 - 580
    ISSN:
    2249-8818,0976-0911
    Status:
    Published
    Last Updated:
    2 years ago
    License:
    All Rights Reserved
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