Imperatives In Advertising
The growth of technology and quick spread of worldwide marketing during the last century triggered the proliferation in promotional genres as well as advertisement. Advertising is a form of communication intended to promote the sale of a product or service, to influence the public opinion, to gain political support, advance a cause, or to elicit some other response desired by the advertiser (Encyclopaedia Britannica, 1980: 103). Advertising was used from the very beginning to introduce goods, events, and people. The general goal of advertising is to transmit information to a specific group of recipients to achieve the desire effect which is sale with the mean rhetoric which distinguishes three techniques of persuasion: “Ethos, which is the character of the speaker, his credibility, whether or not the audience trust him. Then you have Pathos, which is the emotions of the audience. And then …show more content…
In this advert the writer has a tendency to use imperatives and adjectives to promote the face cream. Imperatives form such as, “replenishes, lifts illuminates, love” to stimulate and advise readers to use their product and notice a positive change on their face which will make them feel good about themselves hence the slogan “love the age you are”. When it comes to adjectives “young, good, smoother”, these words are there to seduce the target market in this case mature women, into believing in the product advertised and these words bring depth to adverts. Language plays an important role in remembering an advert. Example, a slogan “love the age you are” a simple short eye-catching sentence which is intended for the reader to memorize. “Clarins” commercial, same as the advertisement online clip 13.5 which repeat “I” lot of time, uses repetition words “love, skin, you” not only to influence the audience but also to shift the responsibility of the matter on to the listener or
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