Prof. Lawler
The language of advertising is a great way to convey messages. Companies use it to increase selling their products. Language of advertising could be used in negative way or positive way. Some companies use it to make their product looks better, but other companies use it to show the quality and the good things about their product. In addition, charity organization could use the language of advertising to encourage people to donate. Also, governments and police could use it for awareness campaigns and other things. Consequently, the language of advertising could be used to convey positive messages.
On the other hand, the language of advertising could lead people to overconsumption. Companies can use the language of advertising to make their products perfect. Additionally, using language of advertising helps advertisers to show that people need their products, so people buy it. Also, some advertisers use specific words, which could affect on a person’s desire to buy their product. Because of using these specific words on their products, some people feel that they want to buy this product even if they don’t need it. William Lutz on his article ‘With These Words I Can Sell You Anything’ claims that advertisers use weasel words like help, new, improved, and fast to influence on people desire on buying something. Lutz explains that when advertisers use these words, people will think that this product might be good if they buy it (Lutz 124). Using specific words could affect or change people desire on buying something. From my own experience, I went to Adidas store to buy new soccer cleat. There were huge collections of soccer cleats, but there were advertisements for new soccer cleat. On the bottom of the advertisements, they wrote ‘the lightest ever’, and then I bought it even it was more expensive than the other cleats. After I tried other cleats, Adidas’s cleat isn’t the lightest, but Adidas used the word ‘light’ to get people’s attention to their new cleats. Then, I used my old cleat because it is more comfortable than Adidas’s cleat. Consequently, language of advertising could lead people to buy things that they don’t really need.
Language of advertising could reduce the family times on holydays. Language of advertising could encourage people to go shopping a lot especially on holidays. People are supposed to take advantage of the holydays to meet their family members, but a lot of people spend their holydays on shopping. Language of advertising is one of the factors, which encourages people to go shopping on holydays. Advertisers used to use the words Thanksgiving and Christmas to market their products. Because they do it on holydays, people want to go shopping on these days. Benjamin R. Barber on his article ‘Black Friday… Gray Thursday’ describes how shopping replace family gathering on Thanksgiving holyday. He explains that because the companies make perfect advertisements on Thanksgiving, people become more interested in shopping on Black Friday than gathering on Thanksgiving (Barber 107). Because people believe that Black Friday is a great chance to find good deals, the importance of Thanksgiving gathering. For instance, we celebrate Ramadan in Kuwait, which is similar to Christmas celebration. When I turn on the TV on Ramadan, I find a lot of advertisements that try to encourage people to buy their products. Companies use words like Ramadan and Christmas to market their products because people have time on holydays. People need to realize that they need to avoid shopping on holydays because holydays are a great time for family gathering.
Language of advertising could be useful if people use it in positive way, but it could be bad thing if we use it in negative way. Language of advertising could lead people to overconsumption because companies try to affect on people desire so they buy things that they don’t really need. In addition, people prefer to go shopping on holydays because of language of advertising, which can affect on the time that family spend together.
Work Cited
William, L. “With These Words I Can Sell You Anything.”
What Matters In America. ED. Gray Goshgarian. Boston: Pearson, 2012. 121-126. Print.
Benjamin, b. “Black Friday… Gray Thursday.”
What Matters In America. ED. Gray Goshgarian. Boston: Pearson, 2012. 107-110. Print.
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