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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.