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English Advertising Language Assignment
When looking at the beauty industry Advertisers use language techniques aimed at people's insecurities rather than conveying information to the public
The sole purpose of advertising is to entice and persuade an individual or individuals to buy a certain product. To do this the advertiser needs much creativity and flare.
The role of creativity is to gain entry to consumers' minds and act as a catalyst for the desired thought process and change of opinion or behaviour.¹
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It is important that this element is present, if the advertising companies wish to compete against other fierce markets of similar opposition and effectively convey their message or sell their products, consequently increasing their business potential and turnover. When considering the beauty industry it is obvious that the majority of advertisements are aimed at the female variety, from teens though to around 50 years old.
Consequently in an attempt to appeal to female audiences advertisers put a lot of emphasis on beauty, family, relationships, and romance. It is here that the companies use manipulative language techniques, which are aimed at people's insecurities, rather than actually conveying information about the product itself. Through my research of beauty magazines it is apparent that this manipulation is achieved through the use of three key methods of language techniques. Thus being the use of Personal Pronouns, Emphasis on emotive vocabulary and extensive use of Comparatives and Superlatives.
Firstly the Advertisement Industry is well known for its use of Personal Pronouns amongst the target audience. By using Pronouns such as your, you, and we, the advertiser creates an emotional bond with the audience, almost as if they were being directly addressed. Take for example the advertisement from the Estee Lauder 'colourful range of Eye makeup' advert "You've never been so touched by colour…" or the advertisement for the Revlon Defining Duo Lipstick "Gives your lips a perfect finish every time"
By referring directly to the audience the customer feels valued. This is because he/she comes under the impression that the company has designed the product specifically with them in mind. This is an effective technique in influencing customer retail and at the same time a manipulative technique used against the buyer. There is no information incorporated in the advert itself to inform the customer of any necessary information that should be at hand.
The second technique that is apparent when considering manipulative language techniques is the emphasis placed on the use of Emotive Vocabulary. Emotive vocabulary appeals to people's senses. It heightens their need for the product by modifying it and associating it with enticing and alluring images.
"New, Pure, velvety and sensuous" derived from the Avon selection of 'moisturising lip treatments' is a perfect example of Emotive Vocabulary used in such a way. Another being the advertisement for the Revlon Spring Collection of eyewear 00 "Flirtatious seductive and Delicate"
Language such as this convinces the buyer to choose this particular product more so over other brand as well as demanding attention and ultimately satisfying the customers needs. Again an example can be seen through the Schwarzkopf Live Hair Dye advert using words such as "Daring, Dynamic and Vibrant"
These examples clearly demonstrate how advertisers aim at people's insecurities rather than providing the audience with any relevant or factual information about the item.
Lastly through the language technique of extensive use of Comparatives and Superlatives Advertisers are able to largely influence the audience's decision in their basic need or desire for such a product.
For example "Skin looks younger and stays younger longer" from the Clinique total turn around visible skin renewer moisturiser advert. This promises the audience a desired result with the intention of the product serving on a more advanced level than others. Again the use of a Superlatives is evident in the advertisement for Fresh Look Cosmetic Contact Lenses "The most beautiful you" This gives the reader the impression that the contact lenses enhance the beauty of oneself to the optimal level. Through extensive use of Comparatives and Superlatives, advertisers provide claims about their products, which guarantee the customer of exclusive advantages hence aiming directly at their insecurities and providing absolutely no essential information about the actual product itself.
Advertisements influence our attitudes, opinions, values and buying habits. Despite the fact that advertising was intended to be a tool used to inform the public about products; it has become a fraudulent device of capitalism due to the deceitfulness of today's advertisers. Advertisements are now used as a means of manipulating individuals about the proper items to buy to become fashionable, popular, and successful or beautiful. Although these goals are not impractical the means by which the media implies that these goals can be reached are by taking irrational actions, this is evident through my study, showing exactly how Advertisers use language, which aim at peoples insecurities rather than conveying information to the public.
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