Language in adverts

Advertisers use the manipulation of language to create claims that suggest something about their products without directly claiming it to be true. Through this method, consumers are attracted to a product because they infer certain things about the product from its claim even though those things are often not true of the product itself. Companies rely heavily on their slogans, jingles, and advertisements to make a profit and to increase sales for their new product, and the language used in these various forms of media have a huge impact on their effects on the consumer. In his article “The Language of Advertising Claims,” Jeffrey Schrank says that although the use of colour, symbols, and imagery in advertisements can be studied to determine their psychological techniques, the “simplest and most direct way to study ads is through an analysis of the language of the advertising claim,” because all the other aspects of the ad centre around this claim. This paper is going to analyse what it is about these types of claims that appeals to consumers and how the use of specific grammatical structures renders the claims meaningless.