IMPACT OF LANGUAGE FRAMES IN ADVERTISING EFFECTIVENESS

Abstract

Purpose: the purpose of the research is to assess the impact of language frames in advertising effectiveness.

Methodology: This study used a behavioral approach while researching and writing. A qualitative textual evaluation method was used in this research. Textual analysis consists of review and interpretation of scripts and articles and their inferential context in relations to the language frames and advertising effectiveness.

Findings: the function of language is as a tool of communication naturally, to build collective social understanding in society. Advertisements are social communications. Like other communications, they are intended to inform and, in many instances, to persuade recipients to adopt a certain attitude or behavioral disposition. Aesthetic representation of advertisement has been very fast growth by using esthetics values. But, sometimes the usage of language in advertisement tends to increasingly badly with a reason to increase profit or product sale. The choice of words are not selected appropriately and it will give boomerang for advertisement itself so that it will be slandered by many people.

Unique contribution to theory, practice and policy: Language represents communication means and it is so effective in every human activity especially in advertisement. Language has magical energy which if it is stringed up well it will be able to hypnotize audience. So, the role of language in advertisement is so important and therefore the language used in the advertisement should be considerate and objective in reference to the audience.