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2 2024

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Language of advertising on the example of selected hair products advertisments

Skubis Ida, Damas Karolina

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 203

445--466

Purpose: The primary aim of this research is to investigate the linguistic devices in hair product advertisements and their impact of advertising language on consumer behavior and decision¬making. Design/methodology/approach: The research employs a qualitative content analysis methodology to examine the language used in selected hair product advertisements. This approach involves a detailed linguistic analysis across three levels: rhetorical, lexical, and syntactic, to uncover how these elements of language contribute to persuasive communication in advertising. The study draws on theories from both linguistics and marketing management to frame the analysis. Findings: The analysis shows that linguistic tools significantly enhance the persuasive appeal of advertisements, often leading to manipulation of consumer perceptions. Specific strategies include the use of emotionally charged language, strategic ambiguity, and the creation of positive associations with products. Research limitations/implications: One limitation of the research is the focus on a narrow range of products, which may not fully represent all advertising contexts. Practical implications: The findings of this study are highly beneficial for marketers, offering strategies for developing more compelling advertising messages. Social implications: This research highlights the powerful role of language in shaping societal norms and consumer values. By influencing consumer behaviour, advertising language not only affects economic outcomes but also plays a crucial role in cultural and social dynamics. Originality/value: This paper contributes to the interdisciplinary field of management and linguistics by providing empirical research on the manipulative power of language in advertising. It highlights the nuanced ways in which language can be used to shape consumer behaviour, offering valuable perspectives for both academic researchers and practitioners in marketing.

Language of advertising in the tourism industry

Skubis Ida, Mosek Martyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 203

467--488

Purpose: The purpose of this interdisciplinary study, combining management and linguistics, is to investigate how linguistic features in advertising influence consumer behavior in the tourism industry. This research aims to verify which linguistics features are used in advertisements and which linguistic strategies are most effective in persuading customers to choose specific travel services. Design/methodology/approach: The study adopts a qualitative content analysis methodology, examining promotional materials from leading travel agencies. The analysis focuses on linguistic elements at the lexical, syntactical, and rhetorical levels to determine how they contribute to the effectiveness of the advertisements. Findings: The findings underline the importance of employing a rich array of linguistic strategies in tourism advertising to enhance attractiveness and persuasiveness, directly influencing consumer engagement and decision-making. Research limitations/implications: The main limitation of this research is its focus on a select number of travel agencies, which may not represent the broader industry. Practical implications: This research offers practical information for marketers in the tourism industry, highlighting the importance of strategic language use in advertising materials. Social implications: The study contributes to our understanding of how language influences consumer decisions in the tourism sector. Originality/value: This paper fills a gap in the literature by linking linguistic features with advertising effectiveness in the tourism industry.