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Language in Marketing - Essay Example

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This work called "Language in Marketing" describes the use of language and the extent to which it determines the success of an advertising campaign. The author takes into account Sainsbury’s approach to advertising the product, the importance of language, and circumstances involved in an advertisement…
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Language in Marketing
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Download file to see previous pages The choice of any language used in marketing or advertisement communication largely depends on the roles that the language is expected to play. There are four main functions of a language:
To inform- this is the use of informative language that describes the available product or service, and how to consume it safely and appropriately.
To entertain- an advertising campaign can serve the role of reminding consumers about products already being offered in the market by a company. This is a common strategy used to stop the consumer from switching off and consequently looking for alternatives.
To connect emotionally- this can be a risky cause where a company introduces a controversy in its advertisement so as to stir up the feelings of the consumers which eventually creates the required publicity. It is always imperative that the controversy does not stretch to unnecessary extents.
The discussion will analyze some of the conspicuous language used in describing the chocolate bar that Sainsbury’s advertises. The information about language has been taken from the product package labeling, Sainsbury’s website, and from the advertisement on YouTube.
In their description of the advert on YouTube3, Sainsbury’s explains that the Christmas advertisement commemorates the extraordinary events that took place on the Christmas day of 1914. The inspiration of the title ‘Christmas is for sharing’ emanates from an occasion when, during the fight, armies from Britain and Germany both agreed on a ceasefire, albeit for that day, to allow sharing of gifts and activities. The advertisement, therefore, depicts two soldiers from opposing sides, coming together for interaction. A scene is captured showing one British soldier giving a gift to a German soldier. The gift given is the Taste the Difference Belgian Milk Chocolate bar. In their explanation, Sainsbury’s note that the chocolate bar featured in the advertisement is on sale at their stores. The firm also notes that profits from each bar will go to their partners in support of their cause, which is to benefit the armed forces and their families. The chocolate bars are described as limited in stock and thus are available while the stock lasts. ...Download file to see next pages Read More
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