This paper aims to define what syntax, language, and advertisement are and wants to give some insights in advertising connected with language and syntax. Consequently, the theoretical part is going to deal with explanations and definitions of these important terms.
Advertising is a business that makes things known generally or in public, especially in order to sell them. Often advertising is the most important source of income for the media. Advertising has already existed during the ancient and medieval world but the first steps towards modern advertising came with the development of printing in the 15th and 16th centuries.
As a result of this short overview of advertising we can see how important it is to sell a product or an idea. Of course, there exist nearly endless of different brands and companies with their own advertisements but not all of them are successful in the same way and therefore results my question why an advert of Apple INC. is so unique and successful.
Table of Contents
- Introduction
- Theoretical Part
- How to define Language
- Definition of Syntax
- Use of Language in Advertisements
- General information about advertisements
- Practical Part
- Short presentation of Apple INC.
- Analysis of Apple slogans
- Conclusion
- Sources
Objectives and Key Themes
This seminar paper explores the creative use of language in advertisements, specifically focusing on the unique and successful advertising strategies of Apple Inc. The paper aims to analyze how Apple's advertising incorporates linguistic elements to effectively communicate its brand message and appeal to consumers.
- The role of syntax and language in effective communication
- The impact of language in advertising, particularly in relation to product promotion and brand building
- The analysis of specific linguistic features used in Apple's advertising, such as slogans and taglines
- The effectiveness of Apple's advertising strategy in generating consumer engagement and brand loyalty
- The importance of understanding the connotations of words and the role of stylistic devices in advertising language
Chapter Summaries
- Introduction: This chapter provides a brief overview of the importance of advertising, highlighting its role as a crucial source of income for media and its evolution from ancient times to modern advertising. The chapter introduces the research question, focusing on the uniqueness and success of Apple Inc.'s advertising.
- Theoretical Part: This chapter delves into the theoretical foundations of language and syntax. It defines language as a system of communication based on words and sentence structure, emphasizing its exclusively human property. The chapter also explains the concept of double articulation, emphasizing the ability to create a vast number of signs from a limited set of sounds. The chapter concludes with an explanation of syntax, its role in creating an infinite number of meanings from a finite number of signs, and its importance in human communication.
- Use of Language in Advertisements: This chapter explores the importance of language in advertising, emphasizing its role in communicating with customers and attracting their attention. It discusses the use of effective language, particularly in taglines, and the crucial role of language in conjunction with visual elements, such as color, background, and imagery. The chapter also highlights the importance of understanding the connotations of words in advertising and the impact of language on consumer behavior.
- Practical Part: Short presentation of Apple INC.: This chapter will present Apple Inc., providing an overview of the company's history, values, and products. This section will set the stage for the analysis of Apple's advertising strategies. The chapter will focus on understanding the brand identity and target audience for Apple's advertising.
- Practical Part: Analysis of Apple slogans: This chapter will analyze Apple's slogans, examining the linguistic features and stylistic devices employed in their advertising. It will explore how Apple's slogans effectively convey their brand message, engage consumers, and contribute to their overall brand image.
Keywords
This seminar paper explores the use of language in advertising, specifically focusing on the linguistic features of Apple Inc.'s advertising strategies. Key themes and concepts include syntax, double articulation, language and communication, advertising effectiveness, slogans and taglines, brand identity, consumer engagement, and stylistic devices. The paper aims to analyze how Apple's advertising incorporates these elements to communicate its brand message and appeal to consumers.
- Quote paper
- Luca Jost (Author), 2021, Language creativity in advertisements. Overview of research, Munich, GRIN Verlag, https://www.grin.com/document/1268661
