Samet Zh., Mirzayeva F., Kystytinova K.
STYLISTICS IN ADVERTISING: THE ROLE OF STYLE IN CREATING PERSUASIVE COMMERCIAL MESSAGES *
Аннотация:
this paper explores the role of stylistics in the development of persuasive commercial messages. Stylistic choices in advertising, such as diction, syntax, tone, and rhetorical devices, shape how consumers interpret and respond to advertisements. By examining different stylistic techniques used in successful advertising campaigns, this research highlights the importance of language style in enhancing the emotional appeal, memorability, and credibility of commercial messages.
Ключевые слова:
commercial messages, advertising, ads
Introduction.Advertising, a fundamental tool for businesses, extends beyond the simple act of promoting products or services. It’s a complex communication strategy that strategically aims to influence consumer behavior by appealing to emotions, logic, and aspirations. However, in the vast and competitive world of marketing, where attention spans are short, the manner in which messages are presented is just as critical as the content itself.The stylistic choices in advertising—comprising diction, tone, syntactic structures, and the use of rhetorical devices—play a pivotal role in crafting these messages. These choices can significantly affect how the message is received, processed, and acted upon by the audience. Words, as well as their arrangement and rhythm, carry distinct emotional weight. For example, the same message can be perceived differently depending on whether it’s conveyed in a formal, authoritative tone or a friendly, casual one. Moreover, subtle techniques such as metaphor, irony, or hyperbole can transform a simple product description into a compelling narrative, making the product or service appear more desirable or indispensable.This paper aims to explore the intricate relationship between stylistics and advertising, focusing on how language, carefully chosen and tailored to the target audience, enhances the overall persuasiveness of the commercial message. By analyzing key stylistic devices and their practical application in some of the most successful advertising campaigns, this study highlights the fundamental role of stylistics in shaping consumer attitudes, fostering emotional connections, and driving long term brand loyalty. Through this analysis, the paper also reflects on the effectiveness of these stylistic choices in reinforcing the credibility, memorability, and emotional appeal of advertisements, and their influence on consumer decision making processes.As we delve deeper, it becomes clear that stylistics is not a peripheral concern but a central aspect of advertising strategy, one that interacts with both the message content and the cultural context to form a bridge between the brand and its potential consumers. This research adopts a qualitative content analysis approach to examine selected advertising campaigns from a range of industries, including food, fashion, and technology. The focus is on identifying and analyzing various stylistic elements used in these advertisements. These elements include metaphors, hyperboles, parallelism, and tone, as well as linguistic choices such as word selection, sentence structure, and overall syntax. The analysis aims to understand how these stylistic techniques influence the emotional appeal, memorability, and persuasiveness of the advertisements. By comparing advertisements from different industries, the study highlights the role of these stylistic features in shaping consumer responses. This allows for an in depth exploration of the ways language in advertising can both attract attention and reinforce brand messages, ultimately contributing to consumer decision making processes. Through a careful breakdown of each element, the research provides insights into how stylistics can be strategically used to enhance the effectiveness of advertising campaigns.Results. 1.Hyperbole: In advertising, hyperbole is used to create an exaggerated impression of a product’s qualities, enhancing its appeal. Disneyland’s “The happiest place on earth” magnifies the excitement of visiting, making the park seem like the ultimate, must visit destination. This exaggeration helps potential customers mentally project a perfect experience, increasing their desire to visit.2.Parallelism: This technique involves using similar sentence structures to emphasize multiple aspects of a product or service. PayPal’s slogan “Buy it. Sell it. Love it.” uses repetition to reinforce its core functionalities. The rhythm created by the parallel structure not only makes the message catchy but also stresses the primary actions that define the service. The simplicity of the format enhances memorability, making it more likely that customers will recall and identify with PayPal’s features.3.Metaphor and Personification: In fashion advertising, metaphors help consumers connect with a brand on a deeper emotional level. For instance, the metaphor “All of New York is a stage” by The Metropolitan Opera House draws a vivid picture by comparing the city to a stage, making it easy for viewers to imagine the grandeur and performance aspect of the opera. The metaphor encourages consumers to view the brand as part of something larger than just a product, associating it with creativity, culture, and elegance.4.Technical Jargon: When targeting more tech savvy consumers, advertisers often use specialized, technical language to demonstrate expertise and build credibility. For example, in the technology sector, ads may emphasize product specs, technical capabilities, or advanced features to appeal to knowledgeable buyers. While this can establish trust and authority, it can also create a barrier for less knowledgeable consumers. Ads that use technical jargon risk alienating potential customers who may feel intimidated or disconnected from the product due to the language complexity.Through these stylistic techniques, advertisements craft messages that are not only informative but also emotionally engaging, memorable, and highly persuasive, thereby maximizing consumer impact and driving purchasing decisions.Discussion. The analysis highlights how industries strategically tailor stylistic features to match their target audiences and product nature:1.Emotional Appeals in Advertising: Industries such as personal care, fashion, and luxury goods frequently rely on metaphors, personification, and narrative storytelling to foster emotional connections. These stylistic elements help create a dreamlike or aspirational image that resonates with consumers on a personal level. By using metaphors, like the comparison of a beauty product to a “fountain of youth,” these industries evoke emotions and make products feel desirable and essential. Similarly, narratives provide a sense of experience, making the consumer feel as if they are part of something larger than just a transaction.2.Factual Precision in Technology and Pharmaceuticals: In contrast, technology and pharmaceutical ads prefer factual, clearcut language. For example, a tech ad might emphasize precise product specifications, such as processor speed, camera quality, or security features. Similarly, in pharmaceutical advertising, the focus is often on scientific facts, research backing, and tangible benefits. These industries prioritize clarity over creativity because their target audience values information and reliability. They appeal to logic and reason, making the product seem credible and dependable.3.Tone of the Advertisement: The tone of an advertisement plays a crucial role in its persuasive power. Humorous tones are often used for more casual, everyday products. For example, ads for fast food chains or soft drinks frequently use humor to create a fun, approachable image, making consumers feel that the product is lighthearted and enjoyable. Humorous advertisements make the brand feel relatable and friendly, which increases consumer trust and likability.On the other hand, an authoritative tone works best for products that cater to more specialized or high end markets. Luxury cars, premium watches, and financial services often adopt a confident, professional tone that exudes expertise, trust, and exclusivity. This tone reinforces the idea that the product is not just another item but an investment in quality and status. For instance, an ad for a high end watch brand might emphasize craftsmanship, precision, and legacy, projecting a sense of sophistication and authority that appeals to wealthier, discerning consumers.4.Versatility of Stylistics: The findings underscore the importance of adapting stylistic elements to suit both the product’s nature and its target consumer profile. By analyzing the tone, use of rhetorical devices, and the level of technicality in language, advertisers can tailor their campaigns to be more effective. For example, while humor might drive engagement in casual, low cost products, an authoritative tone could enhance consumer trust for expensive, specialized items. These strategic stylistic choices ultimately make the advertisement more persuasive by resonating with the consumer’s expectations, needs, and aspirations.Thus, stylistics in advertising is a powerful tool for shaping the effectiveness of commercial messages. By aligning stylistic elements with both product characteristics and consumer preferences, advertisers can significantly increase the emotional and cognitive impact of their campaigns, leading to better engagement, brand loyalty, and conversion rates.Conclusion. In conclusion, stylistics plays a pivotal role in enhancing the persuasive power of advertising messages. The careful selection and use of stylistic techniques such as diction, tone, rhetorical devices, and sentence structure can significantly influence the emotional and cognitive responses of consumers. These stylistic elements are not only crucial for capturing attention but also for fostering deeper emotional connections, improving brand recall, and establishing credibility.Advertisers must strategically align their stylistic choices with the brand’s image and target audience to maximize effectiveness. This alignment ensures that the message resonates with the audience’s values, needs, and expectations, ultimately driving consumer engagement and conversion.As advertising increasingly shifts to digital and social media platforms, the role of stylistics in these new formats will become even more critical. The concise nature of digital ads, coupled with the integration of multimedia components like video, images, and interactive elements, presents both challenges and opportunities for creative expression. Future research could explore how stylistic techniques adapt in these fast paced, dynamic environments, further enhancing our understanding of how language shapes consumer behavior in the digital age.In sum, stylistics remains an indispensable tool for crafting compelling advertising messages. By carefully considering stylistic elements and their impact on consumers, advertisers can refine their campaigns for greater effectiveness, fostering stronger brand connections and achieving higher levels of success
Номер журнала Вестник науки №10 (79) том 2
Ссылка для цитирования:
Samet Zh., Mirzayeva F., Kystytinova K. STYLISTICS IN ADVERTISING: THE ROLE OF STYLE IN CREATING PERSUASIVE COMMERCIAL MESSAGES // Вестник науки №10 (79) том 2. С. 21 - 26. 2024 г. ISSN 2712-8849 // Электронный ресурс: https://www.вестник-науки.рф/article/17680 (дата обращения: 28.04.2025 г.)
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