How Leaders Can Make Use Of Language When Promoting Products

- Leadership

by Mary Kucher

In modern days marketing strategies are mostly comprised of spoken and unspoken words. The purpose is to draw attention to the product advertised and usually strategic language is widely used to accomplish this. In this article we will look into how commonly used linguistic features are, such as alliterations, rhyming and affixation, in the consumption of products in advertisements. We’ll also look at why more leaders should make use of these methods.

Current Linguistic Strategies in Print Advertising

To understand how language is used to a significant degree in print advertising, we should observe how marketers present spoken features. Advertisers may feel they possess a strong understanding of linguistic elements and that they can easily tell which are effective or ineffective. On the other hand, evidence and research can influence professional opinions. It’s important for leaders to use an evidence-based approach when deciding on what language to use.

Text vs Image

The text and image relationship is debatable. Some experts say that all advertising images are lexical and possess a suspended effect and that the use of language can repair the delayed effect and present the image more efficiently. On the other hand, some experts claim that the imagery and narrative are not dependent on each other. The imagery aspect of a description possesses a well-written message like a creative writing essay, which is well-organized on its own.

Analysis of Advertising Language

Numerous researchers have carried out extensive studies regarding the language of advertising as well as the elements that are commonly found in the style of advertising. From research conducted on this topic, the results show there are six scientific methods with relevant linguistic elements. Two things that stood out in their analysis include:

  • Three elements worked really well: Alliteration, rhyming and affixation
  • Many of the elements used were found in the language of instructional materials.

Emergent Leadership

A considerable number of articles focus on the language of leadership in the traditional business setting. For example there is a lot of talk about the language of discussion as well as the approaches to leadership. This type of language was found to be useful in marketing.

Final Thoughts

It’s a good idea to think about the linguistic elements that you would like to use before using them. Take advantage of linguistic elements like alliteration, rhyming and affixation in particular, in order to encourage people to purchase your products.

Photos: Dmitry Ratushny, Unsplash

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