ADVERTISING LANGUAGE: WORDS THAT TRIGGER FEELINGS

Abstract

Some people have the tendency of giving it a cold shoulder, imposing a certain distance towards it, pretending that, even if for some it might ‘work’, for them it does not. I strongly believe that advertising language should not be treated as a step sister or as ordinary discourse; there are marketing strategies and also many other proofs to confirm that advertising influences a large group of individuals in a surprisingly direct way. Even if advertising has a passing character, a short life, its effect lasts longer. The traces
advertising leaves behind get together in forming messages about the culture they come from. These messages reflect the values of the leading social groups that produced their texts, but this self-reflection can even go that far as to become normal for everybody.