Linguistic Effects on Television Advertisement: A Stylistic Approach

Abstract

In the language of television advertising, it is discovered that there are observable linguistic elements stylistically conditioned by the copywriters to create effects on the viewers.  It is therefore possible and necessary to find a simple statistical model that will explain, in a clear term, what makes advertisements on television typified and unique.Attempt is made, in this paper, to observe the style used in eight television advertisements selected as samples in order to identify the distinctive stylistic features used in the advertisements at the level of language.  The stylistic features of the language of advertisement identified in the sampled advertisements are ellipsis, substitutions, coordination, contraction, repetition, simple sentence and declarative sentence; all used distinctively as style.

Keywords: advertising, linguistic elements, copywriters, stylistic.