Project Abstract

Abstract
Figurative expressions are widely used in the language of advertisements to create vivid and memorable messages that resonate with consumers. This study explores the various types of figurative expressions employed in advertising language and investigates their effectiveness in capturing the attention of the target audience. Through a detailed analysis of print, television, and online advertisements, this research aims to uncover the underlying mechanisms by which figurative expressions influence consumer perceptions and attitudes towards products and brands. The research delves into the different forms of figurative language, including metaphors, similes, personification, and hyperbole, and examines how these linguistic devices are strategically incorporated into advertisements to evoke emotional responses and enhance brand recall. By examining real-world examples, this study seeks to identify patterns and trends in the use of figurative expressions across various industries and product categories. Furthermore, the research investigates the impact of cultural factors on the interpretation and reception of figurative expressions in advertising. By comparing advertisements from different cultural contexts, this study aims to shed light on how cultural norms and values influence the effectiveness of figurative language in conveying marketing messages. In addition, this research explores the role of cognitive processing in the reception of figurative expressions in advertising. By drawing on theories of cognitive linguistics and psychology, the study examines how consumers process and interpret figurative language in advertising messages and explores the cognitive mechanisms underlying the persuasive power of figurative expressions. The findings of this study have implications for advertisers and marketers seeking to create impactful and engaging advertising messages. By understanding the role of figurative language in shaping consumer perceptions and attitudes, advertisers can develop more effective communication strategies that resonate with their target audience and drive brand engagement. Overall, this research contributes to a deeper understanding of the use of figurative expressions in advertising language and provides valuable insights into how advertisers can leverage these linguistic devices to create compelling and persuasive marketing messages. By examining the intersection of language, culture, and cognition in advertising, this study offers a comprehensive analysis of the role of figurative expression in shaping consumer behavior and brand perception.

Project Overview

1.0   INTRODUCTION

Figurative expressions are forms of styles in which words are used to express more than they mean ordinarily so as to make the idea very emphatic and effective.

On the other hand, hyperbole is one of the figurative expression and it means the use of deliberate expression for emphasis to achieve heightened effect or to produce some effect. In advertisements, hyperbole is mostly used to capture the interest of the public to patronize the product or the services been advertised.

Language forms the fundamental function of communication as social being. Man uses it as a medium of communication to help him communicate with other people that live within and beyond our geographical locations. It is noted that our live takes us through sires of activities that demand immense use of language.

Figurative Expression in language of advertisement is in the family of marketing management tools, which include product, price, promotion mix that also includes advertising sales promotion publicity, personal selling and product packaging. In this respect, language of advertisement studies how the advertiser use language to persuade and convince their customers to introduce and buy their new product. It is through this techniques of advertising that customers are helpless to depend themselves (Filici, 2005).

1.2   STATEMENT OF THE PROBLEM

This research work is embarked upon because on several occasions you see advertisement on the media. You discover that figurative expression is mostly used to capture or win the interest of the customers.