Language is considered as an exclusively human mode of communication. The
communicative functions and the aims, which differ from situation to situation and profession
to profession, determine the nature of language to be used. Different communicative
functions give rise to different varieties in language. Nowadays, as English language is
playing a significant role in mass communication, its different varieties have emerged in
this field. The major factor affecting mass communication is the selection of media.
Media—comprising newspaper, magazine, radio, television, telephone, and internet—
exhibits different features of language. The most significant language varieties used in
media are the language of journalism and the language of advertising. Both these varieties
can be studied as registers.
This paper highlights the Advertising Language as a “register,” a new variety of English
used in the sphere of media. After pointing out the general features of advertising language
at the phonological, lexical, syntactic, semantic, pragmatic, and stylistic levels, the study further concentrates on the features particularly observed in audio-visual advertising. To
illustrate its features, a few audio-visual advertisements of different products like electronic
appliances, cosmetics, jewelry, etc. are considered. The study analyzes the advertisements
of ten products in both audio-visual and print media. The products chosen are: Sunsilk
Blackshine, Colgate 360° ActiFlex Toothbrush, Platinum Love Bands, “Save Our Tigers”
campaign, Samsung 3D LED TV, Accenture, D’Decor Home Fabrics, Garnier Men
Deodorant, Sugar Free D’Lite, and LG Side-by-Side Refrigerator.
|
