A Research Paper presented at National Conference on 'Developing Communication Skills in New Millenium' organized by Swami Sahjanand College of Commerce and Management, Bhavnagar on 12th and 13th of February 2010.

1. Advertising and Language: A Foray from‘ThandaMatlab Coca-cola’ to‘Bye, Bye Thandi’

2. Jay Mehta Teaching Assistant Department of English Bhavnagar University Paper Presented at National Conference on Developing Communcation Skills in New Millennium (DEVCOM) Dated: Feb. 12-13, 2011 Organized by: Swami Sahjanand College of Commerce and Management

3. “Doing business without advertising is like winking at a girl in the dark; you know what you are doing, but nobody else does.” - Stewart H Britt

4. Communication –A Process of Commonality One of the most Indispensable Requirements A bond between the humans to convey a particular set of feeling, idea or information Communication is a process which increases commonality – but also requires elements of commonality for it to occur at all. - Denis Mcquail ‘Sadharanikaran’ – Sanskrit term in Bharata’sNatyaShastra comes closest to this sense

5. Advertisement – A Public Declaration Aimed at informing and convincing the mass to buy goods or services Language has a powerful influence over people and their behavior The choice of language – intention of influencing people is paramount Visual content and design in advertising – immense impact on the consumer Language helps people to identify a product and remember it

6. Use of Language in Advertising Not necessarily a Correct or Authentic one Creative: Innovative Use of Words, Concoction of Phrases, Coinage of Terms ‘Creativity’ : Operative Word in the Arena of Advertising Jingles, Visuals, Punch lines or Dialogues: Ad world has it all

7. Concoction of Words Incomesurance – Insurance Company Youngistan – Pepsi Go Babelicious – Scooty Pep Plus Dillogical – Lays Skinnocence – Lacto Calamine

9. Chocolate-flavored

10. Feather-light

11. Razor –sharp

13. Punchlines Thandamatlab Coca-cola YehHaiYoungistan ka Wow! – Pepsi IsskoLagaDala to Life Jingalala –Tata Sky Utterly Buttery Delicious – Amul What an Idea, Sirji! – Idea Hum Chlor Mint KyunKhateHain? Taste the Thuder – Thums Up ZindagikeSaathbhi, ZindagikeBaadbhi – LIC

14. Some Popular Jingles Close Up – KyaAapNaya Close Up KarteHain? Nerolac – Jab GharkiRaunakBadhani Ho Pan Parag – Pan Parag, Pan Masala Nirma – Washing Powder, Nirma Lifeboy –TandurastikiRaksha Karta Hai Amul –Zara siHansi, Dulaar Zara sa Vicco Turmeric – Nahi Cosmetic, Vicco Turmeric Ayurvedic Cream

15. Amul Butter Ads

19. Witty Use of Language in TV Commercials Mercedes Benz E Klasse Ad: A Beautiful Lady: “I’d like to order a burger, a French rice and a milk shake” Officer: (scornfully) “This is a library.” The Lady: (whispers) “I’d like to order a burger, a French rice and a milk shake” (smiles) The officer is startled. Punchline: Beauty is nothing without Brains Camlin Permanent Markers Ad Punchline: Really Permanent

22. Thank you.