Advertising language one calls all verbal and nonverbalen means of communication, which are used in the advertisement. Thus the contact between the producer and the potential customers is manufactured.

Historical development

The history of the advertisement begins already in the antique one at present Christi. In progressive cities such as Pompeji, which exhibit a high Alphabetisierungsrate, one found inscriptions, with which e.g. for politicians and restaurants one recruited.

• Bruttius Balbus selects, because he will preserve the city branch.
• Ex hinc viatorriens ante turii XII inibi. Sarinus Publii camponatur. Ut of arires. Vale. (Wanderer, goes from here to 12. Tower. There Sarinus holds a wine tube. Attendance the same. Probably live.)

After the invention of the printing in 15. Century and by the emergence of the press at the beginning 17. Century became easier it to reproduce and spread the advertisement. In 18. The so-called intelligence sheets, which were specialized in announcements, developed for century. One even levied its own tax for these announcements. Approximately 100 years later discovered the newspapers the possibility of financing themselves with the help of the advertisement and of reducing thus the price for the readers. The influence of the economy increased. In the course of the Industriellen revolution the mass production developed. Now the advertisement no more by the dealers, but by the producers of the goods was controlled.

Function and structure of an advert

AIDA

The advertising language is a special form of the Rhetorik. The manufacturer wants to convince the customer of the fact that this buys his product and not that to the competition. Ideally the procedure consists of four phases, which are described with the so-called AIDA model. The abbreviation results from four central terms.

• Attention: First the customer must become attentive on the announcement and thus on the product.
• Interest: If the advertisement is accordingly arranged, the customer interest shows and is occupied in more detail with the product.
• The Irish: The customer is convinced of the quality of the product and develops the desire to possess it.
• Action: The goal is reached, if the customer developed a positive opinion and the product buys.

In order to win the customers for itself, the offerer must arrange its advertisement attractive. From the increasing differentiation of the market a large competition results. If several manufacturers offer a qualitatively comparable product, the advertisement can be a crucial success factor. In addition it comes on sides of the recipient to an enormous information overloading, i.e. are taken up much more information offered than. The advertisement reaches a value of 95%. Since the customers do not have time with the large selection to notice all announcements completely they proceed selectively, particularly since advertisement is regarded generally rather as load.

Text and picture

A successful announcement considers these difficulties. General it is to be observed that the portion of text elements in the course of history decreased/went back clearly. While the announcements in the intelligence sheets exclusively of (rather are enough) texts consisted, there nowadays only few announcements, which get along without visual elements, are.

Pictures are faster noticed. A picture can show, must however not necessarily the applied product. It can serve also as eyecatcher (e.g. an attractive woman) or general positive associations to cause, which are connected with the product (e.g. a cowboy as symbol of the liberty in the cigarette advertisement). Here it is to be noted however that the perception of a picture can be different with each viewer, since it depends on the origin, the education and psychological factors like the motivation. Particularly original pictures are connected inseparably with a certain product, e.g. the lila cow of Milka or the HB male.

Is particularly understandable and success-promising an announcement, if picture and text appear together. The combination options are unlimited thereby in principle since the viewers look automatically for a sense. A clear discrepancy between text and picture can have even positive influence, since the recipients are occupied particularly actively in this case with the announcement and remembered afterwards more easily contents.

The text of an announcement can be arranged into three parts.

• The headline is important beside the picture the most important eyecatcher and for the attention control. It consists ideally of 5 - 8 words and supports the figurative representation.
• The flow text is to offer additional information to the applied product. However it is read only of approximately 5% of the recipients, since it is too detailed mostly in view of the selective perception into that cases.
• The Slogan consists mostly just of few words and forms a unit with the product name. Thus it relieves the memory and supports recognizing the product.

The most frequent kinds of word in announcements are apart from the nouns the adjectives and/or adverbs, with which the characteristics of a product are described. Some of them press only a positive reinforcement out (specially, actively). Likes is also Neologismen, which is formed by composition by several nouns and adjectives/adverbs, like e.g. the five minute Terrine. With the verbs one can action-oriented terms as to take of those to differentiate, which refer to the perception, e.g. feeling, enjoy experienced or.

If one compares lists of the most popular words from different years, also conclusions can be pulled on the respective society. Like that 1968 terms were such as purity, benefit and nature like, during nowadays beauty, future and time dominate. The expression security rose from place 8 to place 4.

Rhetorik

The advertisement uses many from the Rhetorik well-known style means. Texts, in which elements are used such as all iteration, parallelism, Anapher, ellipse or a Reim, remember more easily than a sober description. The own product is emphasized by a Superlativ in relation to the competition. A Personifikation ensures for the fact that a complicated technical product (e.g. a car) appears human and pleasant. Similarly agent forms function as the .

A further popular style means is the use of quotations or Phraseologismen. One can differentiate between different forms of the With the direct quotation a part of the reference text is taken over completely and invariably and inserted marked (with quotation marks or indication of source) or unmarkiert into the advertisement. In other cases only some lexical elements or the syntactic structure are copied. Allusions can take place also figurativy; a princess stands e.g. representatively of the kind fairy tale. For success the admittingness of the reference text is important. If the recipient does not recognize the purchase, the advertisement misses its effect.

A good announcement is characterised by a recognizable structure and clear formulations. It uses concise and common vocabulary. The most important is however the effect. This can result also - as already suggested - from a conscious deviation from the standards.

Advertisement as dialogue

Since it concerns with the advertisement a dialogue between producer and customer, also appropriate strategies, who admit from the communication analysis are, find to use. The customer is to be induced by more or less direct requests to the purchase. This can take place with imperatives or by means of rhetorical questions. The impression is aroused that the customer without the product X could not lead pleasant life. Therefore the advertisement for the fact is criticized that it promises more, than a product can carry out. One finds such reproaches particularly frequent with the political advertisement (election posters).

Articles in category "Advertising language"

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