Tools and Techniques Used in the Language of Advertisements: The Linguistic Perspective

Abstract

The present paper aims to highlight the linguistic tools and techniques used in the language of advertisements. The study becomes significant as the language used in the advertisements is purposely and deliberately created. The deliberate use of language makes the advertisements eye-catching and gets the attention of its viewers. This study investigates 75 different Indian TV advertisements and does linguistic analysis at phonological, morphological, and stylistic levels. At these three levels, the study reveals the use of phonological devices; such as rhyme, alliteration, and assonance; morphological devices; code-mixing; the degree of comparison, hybridization, and reduplication; and stylistic devices; antithesis, apostrophe, hyperbole, metaphor, onomatopoeia, and personification. Besides these devices, the study also focuses on graphological and national aspects that play an essential role in the advertising language.