Running head: LANGUAGE OF ADVERTISMENT

LANGUAGE OF ADVERTISMENT
Group Members:
MUSTAFA ZIA WALEED ZAKRIA USMAN FARRUKH HAIDER NAWAB URWAH KHAN

MISS RAMEEZA ASLAM November 18,2011

Lahore school of economics

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Abstract
Pakistan is a developing nation and our media is at immature level so no large scale research work had been conducted although in recent years due to various technological advancements a lot of study has been done in this field. Language and cultural issues rose due to advertisements and their impact on the society. This study would highlight and clarify the linguistic, social, psychological and behavioral misconceptions regarding language of advertisements and would offer possible solutions to minimize these issues. The scope of this study is to cover the specific sector of population exposed toadvertisements including children, youngsters and adults and to clarify the effectiveness of language of advertisement on them.

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Literature review
The language of advertising with the concentration on the linguistic means and the analysis of advertising slogans (Lapsanska, 2006) The work provides the analysis about the language of advertising from linguistic point of view and specifies linguistic means used in advertising texts. The work brings knowledge about the use of linguistic devices in print advertising. By analytical method, author found out the use rate of individual linguistic means used in advertising slogans. Language of Advertisement and Gender Stylistics (Dattamajumdar, 2006)The article discusses the language of advertisement, which is very much dependent on the psycho-social and cultural acceptability of the viewers and the worldviewof the role and status regarding genderdistinction that exists in the concernedsociety where the advertisement is made it also highlight various elements that point to the effect of advertisement on the people of opposite sexes. The impact of electronic media advertising on consumerism and cultural values(Robertson, 2008) this article highlights that electronic media has raised advertising and consumerism to new levels especially the internet has steadily increased the growth of consumerism as a major cultural way of living. This constant barrage of advertising affects every aspect of life. Job preference and work ethic is glamorized by movies and television, where the characters are used to portray what kinds of jobs are desirable.

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Research question
To clarify the effectiveness of language of advertisement on consumer.Consumers are aware of effects of advertisements and their impacts on their routine buying decisions.

Subsidiary questions
Q1: what are the trends and types of language used in advertisements? Q2; language used in print media its evaluation and effectiveness? Q3: language used in electronic media its evaluation and effectiveness? Q4: how do advertising agencies work in domain used in advertisements? Q5: what are the linguistic and cultural restrictions for advertising? Q6: why companies select or choose celebrities for their brand or why they make brand ambassadors, how celebrity promotes different products?

Design/Methodology
Sample of study includes 30 to 40 people including students, businessman and employees of different organizations. Informal and formal personal interviews including structured and open ended questions from people of various age groups as identified above in scope of studies, questionnaires. Datawould be analyzed through different statistical softwares, through use of different softwares, coding of data would be done in which data would be incorporated in excel sheets, stat graphics, strata and Minitab etc. with the help of these softwares data would be transformed into different charts e.g. pie charts, bar charts

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etc.Evaluation of the data would bedone through studying and analyzing the trends with the help of charts obtained through the previously mentionedsoftwares. Activities Literature review Interview Distribution of questionnaire Analysis of interviews Coding and analysis of questionnaire Conclusion and final result of research Dates

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References
1. Dattamajumdar,S.(2006). Language of advertisement and gender stylistics. 2. Lapsanska,J.(2006).The language of advertising with the concentration on the linguistic means and the analysis of advertising slogans. 3. Robertson,A.(2008).The impact of electronic media advertising on consumerism and cultural values. 4. Shah, A. (January, 2008) Corporate influence in the media: Media and advertising. 5. Ginet, S. M. (1988). Language and Gender in Linguistics. 6. Leech, G. N. (1996). English in Advertising: A linguistic Study of Advertising

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Appendices Interview questions:

Q1: which advertisement strategies do you use in your routine projects? Q2: what sort of advertisements is usually more acceptable to consumers? Q3: what do you think various advertisement agencies prefer/practice more ethical or none Ethical advertisements? Q4: which type of media do you think is comparatively more effective? Q5: Does celebrity endorsements have an impact on minds of consumers, please elaborate? Q6: what sort of linguistic and cultural issues are raised by the audience when there are exposed to different advertisements and there reaction to the particular issue??

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Questionnaires
Q1: Do you remember the tag line of following advertisements? a) Ufone b) Tarang c) Lux d) Olpers e) Coca cola Q2: Do you think the use of slang language in advertisement is properly portrays the true picture of society? a) Yes b) No c) May be Q3: Is celebrity endorsement effective? a) Yes b) No c) May be

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Q4: Is celebrity endorsement impact on your buying decision? a) Yes b) No c) May be Q5: Does media advertisement plays a role in effecting the viewer psychologically? a) Yes b) No c) May be Q6: Which electronic medium has more audience exposure? a) TV b) Radio c) Internet d) Others_____ Q7: Is print media more effective than electronic media? a) Yes b) No c) May be Q8: What is more attractive? a) Pamphlets

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b) Magazines c) Newspapers d) Billboards Q9: Do you think that the current advertisements portray the real culture of Pakistan? a) Yes b) No c) May be Q10: Are the current advertisements acceptable to the society? a) Yes b) No c) May be