significance of english language in the field of

8/8/2019 Significance of English Language in the Field Of

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Significance of EnglishSignificance of English

Language in the field ofLanguage in the field of

AdvertisingAdvertising


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The Field of Advertising

Living in an era of knowledge explosion advertising seems

to be an indispensable building block of the media.

The opportunities that the profession offers are more

varied and creatively more challenging.

In advertising one has a diverse range of jobs to choose

from, to suit one's inclination, talent and personality.

Advertising is itself a communication link between the

producer and the consumer.

The media to advertise includes newspapers and

magazines, radio, television, posters and everything that

can be used to inform the customer about the product or

service.


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Need for advertisement

To influence and persuade people to act or

believe.

Announcing a new product or service.

Expanding the market to new buyers.

Announcing a modification or a price change.

Educating customers.

Challenging competition.

Recruiting of staff and

Attracting investors

To meet all these needs

language, i.e., choice of expression is of

crucial importance.


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Career in Advertisement

It is quite alluring.

At the same time challenging with more and more

agencies opening up every day.

It is actually brand-building through effective

communication.

It helps to create demand, promote marketing system

and boost economic growth.

Most advertising agencies recruit candidates with a

formal management or advertising/masscommunication qualification.

Preference is given for MBA's for posts in the market

research, client servicing and media planning

departments.


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Requirements for a Career

In the creative department, on the other hand, a general BA with a

command of the language of communication plus knowledge ofdesigning packages like Photoshop, Corel draw is the requirement.

Basic qualities like creativity and a flair for writing or ability to

translate ideas into a visual format are required for making a

successful career in this field.

An advertiser should have insight into the interests of people from allwalks of life.

Ability to work as part of team.

Mental and physical toughness to be able to withstand high pressure

and criticism,

Must be sociable and have calm temperament.

Market and media researchers should have an analytical and logical

brain.

Those in creative field should possess artistic abilities to make the ad

appealing to the masses.


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Fields in advertising

The job in this field is categorized into two- Executive andCreative.

Executive side includes Client Servicing, Market Research

and Media Research.

Creative side consists of copywriters, script-writers,

visualisers, photographers and typographers.

I would like to focus on the Creative department.

The Creative Department designs and conceptualizes the

advertisement.


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Creative Department

Consists of copywriting department and art

department.

Copywriting department works on text for the ad

and themes for campaign.

Art department visualizes the campaign.

The Copywriter evolves a theme for the campaign

and provides the text for advertisements.

They work out the campaign slogan, jingles,

scripts and promotional literature of the product

or service as well as proposals, concept notes and

film treatments.


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Copywriters

Copywriters are responsible for making the ad

look attractive and delivering the message to the

point.

Copywriters need to have a flair for writing.

They also need to have skill in analyzing clients'

needs, and research skills for finding out about

the products and services they are helping to sell.


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Significance of language in thecreative department

The wide use of advertising has created a specialstyle of English-advertising English.

As a means to disseminate information, advertising

English must be compact, vivid, visual, emotional

and attractive. Advertisement must use oral and popular language

to make it easy to understand and memorize.

For example: Hello Moto Motorola. And as in He keeps

going and going and going.- Energizer Batteries.


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Language Tricks

One can never express ones ideas in the

best possible way unless one

understands the nuances of a language.

Although the ultimate purpose of

advertising is to persuade consumers to

buy its products, advertisers seldom use

the word buy.

Therefore in the choice of verbs the

copywriters must be careful. The mostfrequently used verbs are: try, ask, get,

take, let, send for, use, call, make, come

on, hurry, see, give, come, remember,

discover, serve, introduce, choose and

look for.


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Copywriting

The task of the copywriter is to usewords in a certain combination to attract

the attention of the consumers.

To achieve this the oft quoted adjectives

and compound words are: new, crisp,

good, better, best, fine, free, big, fresh,

great, delicious, real, sure, special, rich,

honey-coated sugar puffs, home-made,

relief-giving, record-breaking, best-selling

etc., It will get better effect to use simple

sentences than compound sentences to

stimulate the consumers. For instance,

Easy as Dell - Dell Computer.


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Imperative andInterrogative

The imperative sentences have a meaning

of claiming, calling and commanding.

For example: United Airlines- Life is a

journey, travel it well.

Interrogative sentences are quick and

effective to arouse readers response.

To quote a few, Where do you want to go

today? Microsoft,

How do you spell relief? Rolaids.

Hair Darkening Medicine: Are you going

grey too early?


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Rhetorical devices

Rhetorical devices such as metaphor, simile,exaggeration, personification, pun, alliteration etc.

are frequently used consciously in advertising.

In advertising the simile is a device both of art and

explanation, comparing an unfamiliar thing to somefamiliar thing (an object, event, process, etc.) known

to the reader.

The simile is usually introduced by like, as. For

example: Cool as a mountain streamcool fresh

Consulate.


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Usage of Metaphor

Compared with simile, metaphor is usually moreoften used in advertising. Metaphor compares two

different things by speaking of one in terms of the

other. Unlike a simile or analogy, metaphor asserts

that one thing is another thing not just that one islike another.

However, metaphor is a profoundly important and

useful device like simile and analogy.

To cite, A woman expresses herself in many

languages, Vimal is one of them.


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Pun Play

Pun is a play on words, sometimes on different

senses of the same word and sometimes on the

similar sense or sound of different words.

For example, Now your faxes can find you, even if

your office cant. Sharp Photocopier: From Sharpminds. Come Sharp Products.

Weight-Watcher Ice Cream: Spoil yourself and not

your figures. This is the headline of the

advertisement for Weight-Watcher Ice Cream. Spoiloneself means enjoy oneself to hearts content,

while spoil ones figure means make your figure

unsatisfactory.

It skillfully takes advantage of the double meaning of

spoil.


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Repetition-for a good cause

Repetition or reiteration is the repetition of the sameword, or the same phrase, or the same sense in

different words, for the purpose of making a deeper

impression on the audience.

Lipton Tea: When youre sipping Lipton, youresipping something special.

Timex Watch: Give a Timex to all, and to all a good

time?

Seven-up: Fresh Up with Seven-up.Intel: Intel inside.


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Copywriting skill

A complete written advertisement (newspaper,

magazine) is usually composed of headline, body

copy, slogan, illustrations and colours, trademark and

brand name.

The headline must be attractive.

The body copy persuasive, and the slogan

memorable. (Attention-Interest-Desire-Action)

Synthesis of conception, economy of expression,

the lyricism that contributes to memorability- theseskills that are so essential to good advertising is the

basic tools of the poet.- says June A.Valladres.(30)


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Of course, its a tough job

Gone are the days when smart appearance and thegift of the gab were enough to find an entry into

advertising.

It is not just playing with words or pretty pictures,

the world of lovely models or even film stars, anddining and wining.

It demands long hours of work, high energy,

imagination and ambition.

Subrata Baneerjee says, The creativity calls forimagination moderated by a very deep sense of

social reality (12). She also opines that the words

must be pregnant with meaning, fresh and vibrating

and must strike home.(154).


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Towards the goal

As a writer one must have a passion for reading.

There is no writer who does not love words and the

way they are put together.

June has rightly pointed out that when one does not

have passion for written words, one may become

king in a mediocre agency, and may even win a few

awards, but will never be great.(31)

The copywriter must be able to write for the eye aswell as the ear.


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How to earn???

The scope of advertising seems unlimited and the

variety infinite.

It is possible for someone to set up ones own shop,

particularly in the electronic media, producing audio-

visual advertising material, or providing photographic

services or even as freelance writers and commercialartists.

As this provides career opportunities, this is a highly

talent-intensive industry. At the same time one

cannot depend mainly on ones talent.

Every single activity demands a particular type of

talent.


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How to much to earn??? Everything is interesting and exciting but there arises a

valid question what about the material benefits for all the

hard work?

As advertising is becoming more scientific, more

mechanized, more talent-oriented and skill intensive, the

range of remuneration is also rising higher. A graduate would start as a trainee in an average sized

advertising agency between Rs 3,000 and 5,000 a month.

For an MBA the amount might be around Rs.7,000 a

month.

But rewards for talent and hard work are also high andpromotion is quick.

The monthly income can rise to about 1,00,000 plus

attractive perks if not more. (Baneerjee, 13).

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