Author : Prof Dr. Alia. B. Abdullah, Assist
Basra studies journal,
Volume 21, Issue 1994, Pages 1-26
Language has a powerful influence over people and their behaviour. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important.
Visual content and design in advertising have a very great impact on the consumer, but it is language that helps people to identify a product and remember it.
The language of advertising is, of course, normally very positive and emphasizes why one product stands out in comparison with another. Advertising language may not always be "correct" language in the normal sense. For example, comparatives are often used when no real comparison is made. An advertisement for a detergent may say "It gets clothes whiter", but whiter than what?
This paper briefly deals with the most common linguistic characteristics of outdoor advertising texts in Iraq/Basra city which include characteristics of wording, syntactical features and euphemisms