Language Choice in Algerian Television Advertisement and its Effectiveness in Persuasion

Abstract

Advertising language has been long studied in sociolinguistics and other disciplines, and each study focuses on a specific function. This work aims at analyzing advertising language at the linguistic level.This raises attention to the question to discover thge linguistic elements that contribute to create persuasive and attractive advertising message.The theoritical part presents the concepts of advertising language and the most frequent techniques copywriters used. In addition to the linguistic phenomena that characterize the language of advertisement in Algerian television .To examine the language of advertisement we utilize two research tools.Firstly , we implement a questionnaire which is directed to randomly selected people from Mosrtaganem speech community in order to check their attitudes and opinions about advertising language in television .The data collection and results are presented in tables which show the different rates of participants’ responses .Their explantation helps the investigation and provide more information .The second tool is a qualitative analysis of some selected advertisements in order to examine the linguistic features that are used as means of persuasion .The analysis and the interpretation of results for both sides of the research support the hypothesis that Algerian advertisers rely on using their language carefully and employ purposefully the linguistic devices in order to create attractive and persuasive advertising message.