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The advertising world is constantly finding ways to persuade people into buying products. One of their most common tools is language technique. Looking in particular at beauty products for women, I set out to prove that the different types of language techniques used are set out to persuade women into buying the product by means of making the women believe that it will do more than just improve their looks. As the subject of my research is on products for women, I used women's magazines and the Internet as my main source of information.
There are several ways in which companies and advertising firms use language to persuade people to buy their product. The first technique is the use of imperatives. An Imperative is defined as a command that intends to induce the consumer into some form of action. An example of an imperative is the slogan used by Schwarzkoph, "professional hair-care that you must have! ". This slogan informs the consumer that the company understands the importance not only to the quality of their product, but to the customer's personal satisfaction. Imperatives are one of the most common language techniques in adverts for selling products to women.
Another advert that I examined was of a shampoo called "Herbal Essences". The name suggests that's the shampoo contains lots of different natural essences. One of the slogans used in the advertisement is "a totally organic experience". I believe that this was chosen due to its sensational meaning and sexual connotations. The word 'organic' is used to remind the consumer that natural herbs and botanicals are used. The words "yes! yes! yes!" are also used and are in a very large and bold font. These are introduced to try and describe what the user might say whilst washing their hair. The words start in a light shade and increase in size and boldness, which suggests the increase in pleasure as you shampoo. Another slogan used in the advert is "start an affair with your hair" which rhymes. This also uses alliteration wit 'an affair' and by putting this with the rest of the slogan 'with your hair' which nicely flows when reading it. These words are suggestive and might invite the consumer to introduce some excitement into their lives by using the shampoo. The advertisement has tried to create a natural image with the use of language techniques whilst also suggesting excitement and fun. This is achieved by using several different slogans that appeal to women.
Similar to this, is an advertisement for a new hair colour for women made by 'Garnier' called Lumia, which I had found in the magazine "Women's Day". The language technique used here is an acronym, where Lumia is short for the word illuminate. The slogan used in the advert says, "turn your hair on, to light-reflecting colour with Lumia". This is a metaphor and suggests that your hair is a 'light' and that the switch to turn it on is the product. The advert also positive connotations and superlatives to make the product sound more enticing. For example "it's like sunlight rippling through your hair, giving beautiful contrasts". Personal pronouns are also commonly used to make the consumer feel safe about the product. "Trust your hair colour with the experts" is written under the company name and suggests that it is a professional company in hair products for women. Again the advertisement tries to persuade the consumer in buying their product by use of language techniques.
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In conclusion, I've found out that the uses of language techniques in adverts to sell products are very effective because they play on the consumer's subconscious image of how they see themselves, and tap into the aspect of the audience's lifestyle.
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