Mass communication and Media Studies

2. • Name: Dharti Makwana
• Roll No.: 5
• Semester.: M.A sem-4
• Subject: Mass Communication and Mass Media Studies
• Email: dharteemakwana789@gmail.com
• Submitted to: SMT. S.B. Gardi Department of English, MKBU

3. Aim of the Presentation
 What is the role of linguistic analysis in the
Advertisement ?
 To present a linguistic analysis and discover the
linguistic tools and techniques used in the language
of advertisements.
 To highlight the phonological, morphological, and
stylistic devices.
 To discuss the other aspects like graphological and
national and shed some light on the importance of
these devices and aspects in the language of
advertisements.

4. Table of Content
1. Advertisement
2. Phonological Level
3. Morphological Level
4. Stylistic Level
5. Graphology

5. What is Advertisement ?
 Term - Advertisement came from the medieval Latin verb -
“Advertere” to direct one’s attention.
Is a means of communication with the users of a product or
service. Advertisements are messages paid for by those who
sent them and are intended to inform or influence people who
receive them, as defined by the Advertising Association of the
UK.
“Using more colloquial, personal and informal language to
address the customer and also exploiting certain effective
rhetorical devices to attract attention to a product.”
Dyer(1982, p.32)

6. Linguistics and Discourse of Advertisement
 They constitute departures from the study of more elaborated
linguistic form - indebted directly or indirectly.
“ It (Leech’s Study) is one of the first attempts to explicitly link in a full-
length study the functional parameters of the advertising genre with its
linguistic manifestations, or in the other words, to apply the notion of
Systematic register variation to the language of advertising”. Bruthiaux (1996,
p.26)

7. Phonological Level
Phonological
Device
Rhyme
Alliteration
Assonance
 The arrangement or organization of sounds and sound pattern in
a Language.

8. Examples
Device Advertisement CompanyProduc
t
Rhyme Rhyming
wordsSyl
lables
Rhyme
• Mint-o fresh. Bole to
ekdum fresh. (Mint-o
fresh. When you speak,
absolutely fresh).
• Mint-o Fresh • /mint-o freꭍ bole
to ekdam freꭍ/
/freꭍ/
Alliteration • Meri Maggi meri masti.
• (My Maggi My Fun) • Nestle Maggi
/meri: mægi: meri:
mǝsti:/ /m/
Assonance • Fair & Lovely fairness,
facewash.
• Fair & Lovely
Face Wash • /feǝr feǝnǝs feɪs/ • /f/

9. Morphological Level
Device Advertisement Company/Product
• Code-Texting • Information smart toh decision
bhi smart.
• sbismart.com • SOV- Urdu-Hindi
• (sentence pattern)
• Reduplication • Na koi jaat paat na koi bhed
bhaav
• (Neither caste etc. nor
discrimination etc.)
• Idea Cellular • Jaat-paat ‘caste-etc.’,
bhed-bhav
‘discrimination-etc.’
• (Reduplication)
• Degree of
Comparison
• Ideas that make life brighter • Godhrej • Comparative degree
• Hybridization • Jitna clickega utnabikega.
• (The more you click, the more
you sell)
• Olx
• Click + ega = clickega
(Mixture)

10. Stylistic Level
Device Advertisement Company/
Product
• Anthesis • Choose anything. Waste nothing • Airtel My plan
Postpaid
• Anything – nothing
• (opposite word)
• Apostrophe • You’re worth it • L’oreal Paris • L’oreal Paris
• Hyperbole • Uparwal aapko apki biwi ke gusse se
bacha leta hai. Aur ham apke ghar ko
Uparwale ke gusse se. (God saves you
from your wife’s anger. And we save
your home form God’s anger)
• Asian Paints Apex
Ultima Protek
• We save your home from
God’s anger.
• (Hyperbole)
• Is a branch of applied linguistics which Studies
style.
• Simpson (2004) defines the purpose of
stylistics as “to explore language, and, more
specifically, to explore creativity in language
use.”

11. Device Advertisement Company/
Product
• Metaphor • My kind of size zero. • There’s me in every
Milano.
• Parle Platina- Milano
choco delight
• Onomatopoeia • No, Chip Chip. No JhikJhik
• (No sticky. No arguments)
• Fevicol–Fevistik • Chip chip ‘something
sticky,’
• Jhik jhik ‘arguments
made in anger.’
• Personification • Is Eid apne ghar ko dein
Narolac ki Eidi.
• (This Eid, give your home
Narolac’s Eidi)
• Nerolac Paints • Narolac’s Eidi to home
• (Eidi ‘money given to
children on Eid
festival’).

12. Graphology
Device Advertisement Company/Product
• Graphical Aspect • Hɐ rstiƆk mein alag twiƧt
• (Different twist in each stick)
• Bingo- TedheMedhe
• National Aspect • Come on, India, Jio Digital Life.
• (Come on India, live digital life)
• Ab Daudega Hindustan.
• (Now, India will run)
• Reliance Jio
• Dabur Glucose-D
• The graphological aspect carries the visual
impression and leaves them like an image in the
mind of viewers/readers that can stay longer and,
most importantly, recognize the brands/
products.

13. Conclusion
• The Advertisement make use of several linguistic
devices which is useful in the Language Study.
• Advertisements are Logical as well as fantasies.
• Plays Important role as it is associated with the
feelings, emotions towards people and Nation.

14. Resources
• Bruthiaux, Paul. “Oxford Studies In Sociolinguistics.” The Discourse And Classified
Advertising, 1996, pp. 3–22.
• El-Dali, Hosni M. “The Language of Consumer Advertising: Linguistic and Psychological
Perspective.” Studies in Linguistic and Literature, vol. 3, no. 2, 2019, pp. 95–126.
• Gupta, Kooshma. “Linguistic and Culture: The Issue of Hybridization in Indian TV
Advertisement.” The Criterion An International Journal in English, vol. 8, no. IV, Aug.
2017, pp. 1100–1110.
• Shariq, Mohammad. “Tools and Techniques Used in the Language of Advertisement: The
Linguistic Perspective.” Media Watch, vol. 11, no. 3, 11 Sept. 2020, pp. 565–580.,
doi:10.15655/mw/2020/11092020.

15. Thank You
Any Question ?