The Language of TV Commercials’ Slogans: A Semantic Analysis

Communication and Linguistics Studies. Vol. 1, No. 1, 2015, pp. 7-12. doi: 10.11648/j.cls.20150101.12

6 Pages Posted: 9 May 2015

See all articles by Mehwish Noor

Mehwish Noor

University of Gujrat

Raza-e- Mustafa

University of Gujrat

Fakharh Muhabat

University of Gujrat

Bahram Kazemian

Islamic Azad University (IAU) - Tabriz Branch

Date Written: May 8, 2015

Abstract

This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.

Keywords: Language, TV Commercials’ Slogans, Semantic Analysis, Rhetorical Strategies, Persuasiveness

Suggested Citation

Noor, Mehwish and Mustafa, Raza-e- and Muhabat, Fakharh and Kazemian, Bahram, The Language of TV Commercials’ Slogans: A Semantic Analysis (May 8, 2015). Communication and Linguistics Studies. Vol. 1, No. 1, 2015, pp. 7-12. doi: 10.11648/j.cls.20150101.12. Available at SSRN: https://ssrn.com/abstract=2603997 or http://dx.doi.org/10.2139/ssrn.2603997

Mehwish Noor

University of Gujrat ( email )

Jalalpur Jattan Road
Gujrat, Punjab 0092
Pakistan

Raza-e- Mustafa

University of Gujrat ( email )

Jalalpur Jattan Road
Gujrat, Punjab 0092
Pakistan

Fakharh Muhabat

University of Gujrat ( email )

Jalalpur Jattan Road
Gujrat, Punjab 0092
Pakistan

Bahram Kazemian (Contact Author)

Islamic Azad University (IAU) - Tabriz Branch ( email )

Tabriz Northern Bypass Expy
Tabriz
Iran

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