The Role of Language in Advertising

Аннотация

Advertising has penetrated into all aspects of social life and has become an indispensable part of people's daily life. The appeal of advertising is largely due to the advertising language. Advertising is the product of the development of commercial economy. With the rapid development of economic globalization, advertising as a carrier of information dissemination is an indispensable medium for marketing. Is there such a thing as advertising language? Certainly, the language of advertising is neither a variety nor a register in its own right. Rather, the language of advertising is able to take on any form that is required for communicating its message, thus covering and utilizing the entire linguistic continuum. 1. INTRODUCTION advertising. Leech (1972) calls the language of advertising as a "loaded language." The term “advertising” comes down to us from the 2. Materials and methods medieval Latin verb “advertere” to direct one’s attention to. It is any type or form of public “Language has a powerful influence over people announcement intended to direct people’s attention to and their behavior. This is especially true in the fields the availability, qualities, and/or cost of specific of marketing and advertising. The choice of language commodities or services. Advertising can be seen to to convey specific messages with the intention of fall into three main categories: influencing people is vitally important.” [1] (1) consumer advertising, which is directed towards Language is the ultimate power in advertising. A the promotion of some product or service to the strong company name and tagline can make or break a general public; product. With the advent of social media and web 2.0, (2) trade advertising, which is directed to dealers and the written word has become more prominent than professionals through appropriate trade publications ever. People are constantly reading on social media, and media; albeit not in the conventional sense. But with such a text- (3) public relations advertising, which is directed based form of media dominant, advertising and the way in which is inhabits our lives has changed. towards society by citizens or community groups, or Once, advertising was confined to the generic – an by politicians, in order to promote some issue of social advert on a bus, a 30 second TV commercial, a half concern or political agenda; page in a newspaper. These were wide reaching, but The advertising market is in great competition as not specific. Now, adverts are much more powerful, as we watch advertisements on TV, listen on the radio, cookies and GPS track your location both online and and read them in newspapers every day. No single day offline to target you and your individual habits. The in our life passes without going through some kind of power of an advert becomes that much stronger when advertisement. In this great competition, the task of it is personally attached to your own daily life. advertisement companies becomes challenging for the Language is a symbol system in human culture. As promotion of products. In this technological era, the Levi-Strauss (in Kasiyan, 2008:133) stated language question for advertisement creators is not to reach the symptom is not only limited to the meaning of written majority of people but to reach the minds of people and language or oral language, but also all social to stay there for an extended period. According to Al- phenomena of broader culture in society, such as Azmi (2002), "The advertising copywriters attempt to clothes, food menu, ritual and others.[2] In this case frame the message in such a way that the potential advertisement discourse in mass media is also seen as customers would be convinced that it is better than one of language phenomena. other similar products. They try to make the best In its development, language is not solely as a possible use of language and hope that it will have a means of communication or a code system toward persuasive effect on the consumer's purchasing values which refer to one of monolithic reality behavior." The word 'advertising' simply means 'the meaning. Socially, language continuously is act of calling public attention to someone's products or constructed in a certain social setting. As the services etc. To get the attention of the people or to representation of certain social relations, language make advertisements memorable, attractive, always forms subjects, strategies, and certain enjoyable, trustworthy, and creative, there has been a discourse themes. Language is visual which is in the use of several linguistic devices in the language of form of visual picture or symbol and has a power to construct certain ideology which will also affect and form subjectivity and our awareness. Visual language CONCLUSION is as also very effective as written language and oral language. These days, the existence of advertisement in In advertisement, language has a role to reflect the Uzbekistan has very fast development. Aest