An Analysis of Descriptive Features in the English used in an Advertising Text

Abstract

The goal of advertising is the persuasion of a customer of the merits of a particular product or service. Whatever the strategy advertisers employ in order to influence the consumer, language is the main carrier of the message. Among the components of advertising (visual images, words, logos, brand names, graphic designs and so on), words play a key role since by them the audience is able to grasp the advertising message (Dyer, 1982; Nga, 210) . In advertising, copywriters use English words to project the product or service they are bringing to the audience's attention in the most attractive fashion. Copywriters use English quite distinctively; they sometimes employ the descriptive style of writing to present their messages. The rationale is that description makes the information more intriguing and engaging for the audience. The primary objective of description in advertising is to frame an image of a product in the minds of the consumer through sufficient details and allow them to experience the product through their five senses. Description in advertising creates a dominant impression, an overall attitude, mood or feeling about a product or service. In the current paper, the writer has analyzed the descriptive elements in the English used in an advertising text in a newspaper in Ghana. The theoretical framework that was adopted was Fairclough's (1992) ThreeDimensional Model Theory and the qualitative research design was employed for the study. The descriptive features that were realized in the selected advertisement (henceforth advert) were sensory details, figurative expressions, modifiers and picturesque vocabulary. The description of the advertising text was effective, in that, it left the reader with a clear impression: a craving for the Castle Milk Stout alcoholic beverage that was advertised..

An investigation into the use of textual references to sunshine and fresh air in farm holiday advertising

“…While there are multiple dimensions in potential visitors' cognitive image of rural destinations (Peña et al , 2012), this study examines how textual elements of ads can influence potential visitors' perceptions. This study, therefore, extends the body of research that explores the use of text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010; Magnini and Karande, 2010; Torto, 2016). Similarly, this research makes a modest contribution to the body of literature that examines the important roles of fresh air and sunshine to both one's physical and mental well-being (Harshfield et al , 2019; Young et al , 2018).…”

“…According to Torto (2016), textual sensory details in adverts can strengthen potential consumers' ability to imagine seeing, hearing, smelling, tasting and/or touching an advertised item. The primary objective of such “description in advertising is to frame an image of a product in the minds of the consumer …” (Torto, 2016, p. 47).…”

“…According to Torto (2016), textual sensory details in adverts can strengthen potential consumers' ability to imagine seeing, hearing, smelling, tasting and/or touching an advertised item. The primary objective of such “description in advertising is to frame an image of a product in the minds of the consumer …” (Torto, 2016, p. 47). Within the context of tourism, if such advertising language is congruent with the traveler's motivation/travel goals, then positive affective responses can be triggered (Byun and Jang, 2015).…”

“…Would doing so enhance potential consumer interest in the ads? While a number of studies have examined text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010;Magnini and Karande, 2010;Torto, 2016), the notion of inserting textual references to fresh air and/or sunshine in advertising has not been empirically examined in our body of existing literature. Consequently, the purpose of this study is to empirically test whether such textual references can have significant influences on potential consumers' affective responses and interest in the ads.…”

“…No statistically significant results are found with the fresh air reference. Originality/value -While a number of studies have examined text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010;Torto, 2016), the notion of inserting textual references to fresh air and/or sunshine in advertising has not been empirically examined in the body of the existing literature.…”