An analysis of language features in english advertisements

Chapter Three Lexical Features

In order to make the information accessible to audience, the choice of words in advertising is very cautious and skillful. The aim of the advertiser is quite specific. He wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to consume the product or use the service. Both linguistic and psychological aspects are taken into consideration in the choice of words. Sharing the same purpose of advertising－to familiarize or remind consumers of the benefits of particular products in the hope of increasing sales, advertisers pay great attention to choice of words. Generally speaking, advertising texts show the following prominent features.