LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 18:2 February 2018
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         Jennifer Marie Bayer, Ph.D.
         G. Baskaran, Ph.D.
         L. Ramamoorthy, Ph.D.
         C. Subburaman, Ph.D. (Economics)
         N. Nadaraja Pillai, Ph.D.
         Renuga Devi, Ph.D.
         Soibam Rebika Devi, M.Sc., Ph.D.
         Dr. S. Chelliah, Ph.D.
Assistant Managing Editor: Swarna Thirumalai, M.A.

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Language Use in Advertising: Creativity and Its Dimensions

Zuhair Ahmad, Ph.D. Research Scholar

Abstract

21st century has observed a tremendous revolution brought by Media in every sphere of life. The realm of language is no exception. Linguistic Creativity in Media Linguistics is one of the important repercussions of such revolution.

Media Linguistics is one of the most important and dynamic field in applied linguistics, exploring the way language is used in Media. It has broadened the theoretical room for approaching Creativity in general and Linguistic Creativity in particular.

The paper aims at describing and analyzing some of the linguistic techniques that copywriters use to catch the attention of audience. It is concerned with the creative aspects of such language. Main emphasis is put on the intertextuality in advertising. The application of intertextuality in advertising language is an effective technique that most advertisers prefer. It has created a theoretical space for creativity in language of advertising. Apart from intertextuality some common Rhetorical Devices are also taken into consideration to exhibit Linguistic Creativity.

Data in this paper are drawn from both print as well as electronic media advertisements covering both Urdu and English languages.

Keywords: Language use, Advertising, Linguistic creativity, Intertextuality, Copywriter, Discourse, Urdu

Significance of Language

Language is a powerful tool for a human being to communicate with others effectively. It has a strong influence over the people and their behavior. Human language is unique because it has the properties of creativity, productivity, recursiveness and many more. It relies entirely on the social convention. Its complex structure therefore affords a much wider range of possible expressions and uses it effectively in comparison of any known system of animal communication.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Zuhair Ahmad, Ph.D. Research Scholar
Department of Linguistics
Aligarh Muslim University
Aligarh-202002
Uttar Pradesh
India
zuhairahmad27@gmail.com

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