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What is advertising language and how is it different from common language?
Advertising language is a set of linguistic and visual resources that aim to attract, persuade and convince the target audience. In other words, it is a type of persuasive communication that is used mainly in advertising, although it is also common in political, social, economic and preventive campaigns.
This type of language can be easily differentiated from common language by its intentionality. While advertising text seeks to convince through, for example, exaggerations, emotions or visual elements, common language only aims to communicate or transmit an idea, data or information, without any intention of convincing or persuading.
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Advertising language captures and persuades your audience
Psychology and language: how words generate emotions and reactions in the consumer
Psychology and language are closely connected in advertising , as one of the main objectives of any advertising campaign is to arouse certain emotions in order to motivate the public to take a specific action . This means that in an advertisement you have to choose very carefully which terms or phrases to use in order to arouse certain desires and needs and generate certain reactions that lead the public to take a specific action, such as a purchase or a subscription.
For example, words like limited offer, today only, or last chance can be used to create scarcity and urgency, while expressions like scientifically proven, expertly recommended, or guaranteed can be used to convey confidence and trust.
Advertising storytelling : narrative as a tool for emotional connection
In addition to choosing the right words, advertising storytelling can be used when seeking to establish an even deeper emotional connection with the public and awaken specific emotions.
Advertising storytelling is a technique that consists of creating stories that generate a certain empathy and connection between the brand and the public and that transmit certain values, ideas or concepts with which consumers can identify . Or, to put it another way, through a story the product or service is presented with characters that reflect situations with which the target audience can identify and see themselves represented, which generates greater empathy and loyalty towards the brand.