Qingling Chen
As potential consumers, we are constantly bombarded with information about various products or services from all kinds of media, including newspapers, magazines, TV, radio, Internet, etc. Advertising products are most likely to appear in a desirable context, evoking the emotions and feelings of the audience by promising that if they buy or own a product, they will be happy (Dyer 1982). However, how to highlight the core of the product and attract the attention of customers through the slogan of only ten words or so depends on the uniqueness of each slogan.
1.Realistic characteristics of advertising language
Language is a reflection of social reality. For example, the market in winter is full of keeping warm goods. The advertising language is very striking, such as “thickened”, “the cold weather comes”, “enjoy the outdoors during harsh winter months” can be seen everywhere. These vivid slogans make customers pay more attention to the warmth retention feature of the product, which also indicates that the product can meet the needs of customers in this season.
2. Gender characteristics of advertising language
The gender difference in language is mainly reflected in vocabulary. Advertisements aimed at women are full of romanticism and imagination, so that customers can feel the beautiful space behind the language, while those aimed at men are accurate, rational and pragmatic.
3. Age characteristics of advertising language
The key feature of advertising language is reflected in the age difference, that is, the difference between one generation and another. Here are two ads for different age groups:
(1)This kind of pants is comfortable, warm, wearable, and 100% wool. (advertisement of pants for middle-aged people)
(2)Strong sense of fashion, the most popular pattern in 2020, the same style as the stars. (advertisement for young ladies’ dresses)
It can be seen that middle-aged people prefer plain language that can highlight the function of products, such as “warm”, “durable”, “comfortable”. However, the young generation pays more attention to “fashion”, “the latest style”.
To sum up, advertising language under the influence of social factors, has a unique variation, which makes the language to have different features in the gender, age and other aspects, also further promotes the innovation of the language itself. What do you think about advertising language? Do you think there are any other features of it?
References
Dyer, G. (1982). Advertising as Communication (1st ed.). Routledge.
Li, C. (2015). Research on online shopping advertising language under the perspective of sociolinguistics. Journal Of Shaanxi Vacational & Techenical College, 10(273165). Retrieved 28 November 2020, from.
