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
Date Written: May 8, 2015
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
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