Language of Advertising
The Language of Advertising Advertising has a significant role in western society. It is advertising which informs individuals of the choices they have as a consumer, which funds most media, without which western society would be left in the dark, and which helps maintain western economies. Advertising exists within the media of television, cinema, radio, newspaper and magazines* and can generally be classed into three different categories: factual, semi-factual, and persuasive. ... Manipulation of human desire and vulnerability is the most common technique used in advertising. ... Another technique prevalent within advertising is that of cognitive deception. This approach involves associating an ideal that is valued by the target audience with the promoted product For example, the Westin hotel advertisement, which has a target * For the sake of convenience this discussion uses only magazine advertisements to illustrate specific advertising techniques audience of middle aged, middle to upper class men, associates staying at the Westin with the ideals of having status and prestige within society as well as the desire to be attractive to the opposite sex. ... Ideals may also be exploited in advertising through the use of authority figures, celebrities or sports people who endorse the promoted product. ... Ideals of status, success and beauty are not used in the advertising technique of creating and exploiting a personal connection with the consumer.