Linguistic characteristics of advertising texts in Georgian

Abstract

The choice of language, lexical units, and sentence structures for advertising texts depends on the purpose of creating the advertisement.

Advertising texts should be structured in such a way as to clearly provide potential customers with information about the product or service. In addition, it is important to present their advantages in the text. Linguistic means and tactics should be chosen in such a way that the reader (i.e., potential customer) naturally perceives the value and need for the offered products and services. This significantly increases the likelihood that the customer will purchase the offered product, which is the main and ultimate goal of advertising.

Advertising language is a unique form of language that contains specific features, the use of which significantly improves the effect of advertising.

As a result of studying Georgian materials, the following features of the advertising language can be identified: Active call to action (verbs containing action verbs, their repetition).

• Conciseness (short and simple texts, texts containing complex syntactic structures are rarely used).
• Attracting attention by the deliberate use of grammatically incorrect forms, the inclusion of neologisms in the advertising text, grammatical solecism, rhymes, semantic deviations.
• Maintaining attention and interest, which involves the inclusion of non-ordinary language structures, literary figures in the text.
• The use of informal language creates an atmosphere of directness and trust with the potential consumer. In this regard, the texts highlight the deliberate use of “public colloquialisms” (a term coined by Jeffrey Leach), forms of colloquial language.
• Inclusion of pronouns this, that, they... and adverbs there, here, everywhere... in the language of advertisements to create an immediate situation and context.
• Inclusion of rhetorical and artistic devices in the text.
• Repeating the names of brands and products several times in the advertising text, which helps to remember the product and the advertising messages related to it.
• Giving clear instructions on what to do in order to encourage the potential consumer to take action. For this purpose, the use of imperative forms of verbs.
• Elliptic sentences, when the name of the advertising subject is omitted.
• Since the advertising text should evoke a positive mood in the reader towards the product, prohibitions and negative forms are almost never used.
• The “strategy of using the positive” is conveyed at the lexical level by including adjectives with positive meanings in the text.
• Interrogative sentences help establish a direct connection with the reader.
• Direct communication with readers, which makes the advertising text memorable.

Using above mentioned strategies in the advertising text increases the potential  that the text will achieve its ultimate goal and increase product awareness and sales.