Advertising happens in a lot of areas of life, such as politics or charity, and it almost every time happens by means of a specific use of language. Exactly this specific use of the language in advertising will be the main focus of the following essay and we are going to ask if advertising language can be seen as a ‘Sondersprache’. After providing a general definition of advertising and analysing its different techniques to influence peoples’ behaviour, we will deal with the linguistic characteristics. Finally, after exposing the linguistic features of advertising, we shall analyse, whether advertising language could be seen as a ‘Sondersprache’.
Nowadays, we encounter advertising like “Saturn: Geiz ist geil!” in the most different forms in our everyday life. Whether it is on flyers, on the radio or on the television, everywhere we look, advertising is flooding us.
We hear a specific melody coming from the radio and we know what product is meant; we see a little green crocodile in the left corner of a t-shirt and we directly know what brand it is from. At this stage, these two examples show us to what extent advertising is surrounding us. What is more, we can already observe a first tendency: advertising is not only using language, but it is also playing our minds with pictures and music. Most people link this term only to commercial and product advertising, but that definition is far too tight.
Table of Contents
1. Defining Advertising
2. Linguistic characterisations of advertising
2.1. Lexis
a) Word classes and word formation
b) Foreign-language elements
c) High-quality words and keywords
2.2. Phraseology
2.3. Syntax
2.4. Grammar
2.5. Rhetoric
2.6. Varieties
3. Advertising as a ‘Sondersprache’
4. Conclusion
Objectives and Research Focus
The primary objective of this work is to analyze the linguistic characteristics of advertising language to determine whether it can be classified as a 'Sondersprache' (a specialized language). The study explores how advertising manipulates language to reach the public, utilizing specific rhetorical, grammatical, and lexical techniques while maintaining accessibility to the mass market.
- The role of lexis, syntax, and phraseology in modern advertising.
- Application of rhetorical strategies to influence consumer behavior.
- Use of linguistic varieties, including jargon, youth language, and dialects.
- Comparison between advertising language and established definitions of 'Sondersprache'.
- Evaluation of advertising as a tool for economic manipulation and persuasion.
Excerpt from the Book
3. Advertising as a ‘Sondersprache’
After seeing the main linguistic characterisations of advertising, we need to ask ourselves: Could advertising language be seen as a ‘Sondersprache’? Some linguists think that advertising language could be classified as a ‘Sondersprache’ because of its special linguistic characteristics. In the following paragraph, I am going to analyse if this could be true or not. Hugo Moser describes a ‘Sondersprache’ by being a language that a) is spoken by a limited group of people b) has a special vocabulary c) is spoken in purpose of an esoteric communication d) fulfils a special need of expression (Moser 1954, p. 198. In: Römer 1976, p. 202). Groups, which are interested in a social, political or religious influence of outsiders, often speak to each other in a ‘Sondersprache’. But do they use this ‘Sondersprache’ when talking to the public? The admen use, like all other professional groups, a specific lingo, which helps them communicating about their area of work (Römer 1976, p. 202). But Moser also designates the public language of advertising as a ‘Sondersprache’ (Moser 1954, p. 198. In: Römer 1976, p. 202). I am now going to analyse if advertising language fulfils the four different characterisations, which define a ‘Sondersprache’ according to Moser.
Summary of Chapters
1. Defining Advertising: This chapter establishes the foundational definition of advertising as a public notice designed to influence consumer behavior and details the distinction between commercial, prestige, and industrial advertising.
2. Linguistic characterisations of advertising: This section provides an in-depth analysis of the various linguistic tools used in advertisements, including word formation, foreign-language elements, phraseology, syntax, grammar, rhetoric, and diverse linguistic varieties.
3. Advertising as a ‘Sondersprache’: This chapter evaluates the classification of advertising language against the four criteria of a 'Sondersprache' to determine if it truly qualifies as a specialized, restricted language.
4. Conclusion: The final chapter summarizes the findings and concludes that advertising cannot be fully categorized as a 'Sondersprache' due to its inherent need for universal accessibility and its role as public media language.
Keywords
Advertising language, Sondersprache, Lexis, Phraseology, Syntax, Rhetoric, Propaganda, Consumer behavior, Linguistics, Anglicisms, Neologisms, Persuasion, Media language, Sociolects, Communication.
Frequently Asked Questions
What is the core subject of this publication?
The publication investigates the linguistic structures of advertising and examines whether it qualifies as a 'Sondersprache' (a jargon or specialized group language).
What are the central thematic fields covered?
The themes include the lexis, syntax, grammatical coherence, rhetorical devices, and the use of language varieties such as professional jargon and youth language within advertisements.
What is the primary research question?
The main question is: "To what extent can advertising language be classified as a 'Sondersprache'?"
Which scientific methods are employed?
The author uses a qualitative, analytical approach, reviewing existing linguistic studies and applying theoretical frameworks—specifically Hugo Moser's criteria for a 'Sondersprache'—to empirical examples of advertising language.
What does the main body focus on?
The main body breaks down the linguistic characteristics of advertising into categories like lexis, phraseology, syntax, and rhetoric, examining how these elements contribute to the persuasive nature of ads.
Which keywords characterize this work?
Key terms include advertising language, persuasion, Sondersprache, rhetoric, and linguistic manipulation.
Why does the author argue that advertising is not a 'Sondersprache'?
The author argues that while advertising has special features, it lacks the 'isolating' function of a true 'Sondersprache' because it must be understood by the general public to succeed in its primary goal of selling products.
How does advertising influence social language usage?
Advertising contributes to language change by incorporating anglicisms, neologisms, and creating pseudo-professional jargon, which are then absorbed into the standard language.
- Arbeit zitieren
- Jil Hoeser (Autor:in), 2016, To what extent is advertising language a ‘Sondersprache’?, München, GRIN Verlag, https://www.grin.com/document/316415
