The Advertisement Slogan: An Analysis Of Its Linguistic Features

Advertisement is one of the disciplines where the use of language has to be employed with care in order to deliver the message effectively and efficiently. An advertisement slogan is a form of verbal logo. In a print, the advertisement slogan usually appears just beneath or besides the brand name. A slogan sums up the specialty, the benefit, and the marketing position, and the commitment of the advertised product. It is especially useful to reinforce the product identity and is more important for an advertisement slogan to clearly state what the advertisements are about. Besides this, the advertisement slogan is always short and epigrammatic in nature. It helps to make the advertisement more impressive and memorable. That is to say, the purpose of the advertisement slogan is to leave the key brand message in the minds of the audiences.It is noted that the language of advertisement slogans is generally laudatory, positive, unreserved, and emphasizing the uniqueness of a product. Crystal has affirmed, "The language of advertising needs careful investigation and generalization" (1997:56). An advert may not attain the goal of selling goods, services or ideas, not only because the audiences are not exposed to the advert, but also because the language used in the ad slogan does not suffice to grab the attention of the audiences, captivate their interest, and create a desire for them to actionAfter studying a number of advertisement slogans of goods and services consumed in the current market, it is found that the language of advertisement slogans possesses many distinct linguistics features. This thesis mainly deals with the most common linguistic characteristics of advertisement slogans. They include four categories: phonological, lexical, syntactical and rhetorical. The paper consists of four parts besides the introduction and conclusion.Chapter One gives a brief introduction to the aim of the study, review on some of the...