StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Language of Advertising - Essay Example

Cite this document
Summary
The author of the paper "The Language of Advertising" will begin with the statement that advertisement is a prerequisite for the thrival of any business. This applies to all types of businesses and their levels; small businesses, medium-sized businesses, and all businesses at the apex. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER93.5% of users find it useful
The Language of Advertising
Read Text Preview

Extract of sample "The Language of Advertising"

O’Neill clarifies that it is the simple marketing ideas that make people become victorious in situations. He stresses the fact that connecting human emotions with what he sees or observes is key in any advertising industry. For instance, he cites the fact that despite some banks charging very high rates during the war, many customers continued streaming there just because of the mere fact that the bank staff was friendly. Safety and comfort in his perspective make people influx a certain business than the other.

In addition, Charles tends to highlight the importance of certain qualities that entail advertisement. Among these qualities are the general message contained in the advertisement, the extent to which the audience-targeted audience is involved, the sex appeal, and what he refers to as the fog index. The fog index in the advertising sphere is simply how the language used is received by the listener usually calculated mathematically. O’Neill summarizes by stressing that the wit of advertisement entirely lies in the shoulders of the advertiser.

The idea of the advertiser makes an advertisement idea be brilliant or terrible. On the other hand, William Lutz fronts the concept of what he refers to as’ doublespeak’. These he points out as the wise use of language to get whatever we want and how it practically applies in the advertisement. He puts it in simple terms that doublespeak involves making what is unpleasant look pleasant and making what is not good look good. For example, he cites the example of media sex and how it is used to dupe viewers.

He cites out that sex appeal to a higher level steals people’s attention and as this happens, an advertiser capitalizes on this to pass a commercial message to the person viewing. This practically demonstrates why most companies use models during advertisements to catch the attention of viewers. Charles and William may be taking different approaches to explain their points when offering insights on the advertisement. However, one thing clear from the onset is that ultimately most of their ideas are converging without any major deviation among them.

Just to cite, William proposes in his doublespeak method that it involves making what is unpleasant seem pleasant. To a larger extent, this converges with Charles's perspective that advertisement involves connecting human emotions with whatever they observe. In both scenarios, one thing is undisputable emerging; that advertisement is a manipulation of human psychology. These in psychology may involve what is called cognitive dissonance where a number of cognitions come to play or emerge to make one effect.

As opposed to William, Charles to a larger extent is much more detailed in his advertisement tactics. Whereas doublespeak has been effective in several advertisement instances, Charles's assertions on qualities such as friendliness of the staff and overall customer care remain key in any advertising scenario. This is so because doublespeak may be effective for a passing buyer but may not well apply to a customer that a business would like to retain. Regular customers may feel offended never to return if a false perception of a product is given to them only to realize they were duped.

Charles's method in considering the general language during advertisement also becomes effective as it protects some groups of people such as the children. Some explicit content may be part of advertisements and Charles's assertion may be effective in regulating them. He also stresses the importance of the target audience in the advertisement. This aspect may also exonerate the unintended from advertisements not suitable to them. For example, advertising condoms at a children's party may not be a wise idea since they are not the people targeted to use the condoms.

It may lead to or enhance early introduction to sexual activity. In summary, advertisement has one underlying factor, which is the manipulation of the targeted audience. Several methods are involved to make the targeted fully convinced. In their suggestions, Charles and Williams's methods may have a thin line of uniqueness but they ultimately converge. It is also upon the targeted audience to be vigilant over some advertisement tactics and how these methods are likely to dupe them into buying or viewing products that may never be what they thought to be.

If possible, the government should introduce some bills to protect consumers from some advertisement tactics that advertisers use to take advantage of consumers' ignorance.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(With these words i can sell you anythingby william lutz pg320-330the Essay, n.d.)
With these words i can sell you anythingby william lutz pg320-330the Essay. https://studentshare.org/miscellaneous/1766605-with-these-words-i-can-sell-you-anythingby-william-lutz-pg320-330the-language-of-advertisingby-charles-aoneill-pg332-338
(With These Words I Can Sell You Anythingby William Lutz pg320-330the Essay)
With These Words I Can Sell You Anythingby William Lutz pg320-330the Essay. https://studentshare.org/miscellaneous/1766605-with-these-words-i-can-sell-you-anythingby-william-lutz-pg320-330the-language-of-advertisingby-charles-aoneill-pg332-338.
“With These Words I Can Sell You Anythingby William Lutz pg320-330the Essay”. https://studentshare.org/miscellaneous/1766605-with-these-words-i-can-sell-you-anythingby-william-lutz-pg320-330the-language-of-advertisingby-charles-aoneill-pg332-338.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Language of Advertising

Power of Language Advertising Campaign

This would take mostly the form of print advertising that replaces commonly used words, especially slurs that are replaced by a dictionary… This could have a background of pictures of people who could be affected by the language. An example would be people simply throwing around words like “ghetto” in a derogatory way, without thinking of the fact that that could negatively affect Power of Language Advertising Campaign I would like to do an advertising campaign that highlights the idea that language is powerful and people should know what they mean....
1 Pages (250 words) Essay

Oreo Multiple National Corporation

In this period of time, advertising has become an integral part of our daily lives.... This is evidenced by the Oreo Company which uses advertising to market their product which is the cookie.... In other words it has deployed a range of Video in different languages ​​to countries that do not speak the original languages used in advertising the cookie, and thus ensure that human nature is not exploited and the people are impacted with the necessary knowledge....
4 Pages (1000 words) Essay

The Attitude and Emotional Appeal of Services and Products Advertisements

Different impressions are created technically by advertisements; Shrank in his work, “The Language of Advertising Claims,” calls the advertising techniques “pseudo-information.... This paper explores the enticing aspect of ads to customers, and how the ads create emotions and attitudes regarding the service or product in question and most probably the intended connection of feelings towards the product advertised....
4 Pages (1000 words) Essay

Why a Global Language

Instead, it is neutral and several have thought that it would become the language used by the world.... Through the use of different technologies, advertising, marketing and the media, it is easier to disperse a language to different parts of the world.... An author of the essay "Why a Global language?... reports that the connection of language relates to the power of cultures, economi, s and technology.... nbsp; There is nothing powerful about a global language other than it is helpful for the people that use it....
1 Pages (250 words) Essay

Advertising Standardization Problems in Foreign Countries

Communication media has remained a question unanswered when it comes to international advertising, especially international standardization of advertising.... The language has to be translated into the national language of the countries among which the advertising has to be standardized.... Besides, the advertisement manager finds it very hard to effectively supervise international business because he may not understand the language at a glance....
3 Pages (750 words) Essay

Comparing three articles

In clarification, O'Neill in The Language of Advertising explains that most clients experience emotional connections to the ads after... Therefore, the use of relevant and appropriate language in marketing and advertising brings success in the communication process.... Advertisers strive to make ads memorable, convincing, and exciting using visual effects and relevant language for a particular audience.... They achieve this with simple, persuasive, and clear language....
4 Pages (1000 words) Essay

Media Speak - the Language of Advertising

This paper focuses on the implicit and explicit meaning of the stating “The great enemy of clear language is insincerity”.... nbsp; It also attempts to explore and explain the causes and effects of the use of misleading words in language.... This is because resorting to inflated language in order to give importance to insignificant claims is sneaky....
6 Pages (1500 words) Article

The Impact of Ads on Our Lives

From the paper "The Impact of Ads on Our Lives" it is clear that according to Fowles, he appeals to customers to pay attention to what is really good instead of responding without thinking properly.... It is these emotional appeals that draw or entice the customer to like particular brands.... hellip; The Forever 21 brand targets the youth and the young at heart....
5 Pages (1250 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us