Language plays an important role in our daily life. It can be used by anyone—to transmit his or her ideas, desires, and thoughts with others—and everywhere, such as at home, school, office, etc. Accordingly, language is the primary means of
interaction between people which is used in every aspect of our lives. Language also has different functions, such as political and practical functions. One of the usages for practical function is in advertisement. How substantial does the role of language in advertisement? Keegan and Green (2000, p. 142) point out that “language is a crucial
tool for communicating with customers, channel intermediaries, and others”. So, even though language in advertisement might not be the primary element that determines people’s consuming behavior, it definitely plays an important role in marketing—as to gain the recognition of certain product or service. |