Impact of linguistic features used in kids products advertisement

1. Introduction

In the present world of mass media we are surrounded with advertisements all the time.

Whether we watch T.V., read newspaper, magazine etc or on our way to school, college or

office we came across many advertisements of different shape and sizes and in one way or the

other our attention is diverted towards them. Advertisements have become an important part of

our daily lives and it is impossible for us to neglect the importance of advertisements.

In present day life, different types of advertisements attack our privacy but in fact its an

attractive power which can control a consumer. The voice of advertisements can guide,

encourage, asks, announces and deeply inserted into peoples mind.

Nobody questions the significance of the words picked in verbal correspondence in

deciding exactly how compelling that correspondence is prone to be. Keeping in mind

consideration may be paid to protecting that portrayals or traits inside of an objective message

mirror those things well on the way to be significant to the objective beneficiary, almost no

thought appears to go into conceivable communications among those depictions or

characteristics, and even less to syntactic thought. One trusts that there will be a positive, added

substance relationship among different unmistakable components in a correspondence and that

they are very much requested. However that is not generally the case. To the degree that there are

incongruities between these verbal components in a correspondence and potential cacophony or

disarray may come about.

Unmistakably, the parts of our dialect and the way they are gathered will impact how well a

message is conveyed.

It has commented that there is by all accounts something about the English language that causes

individuals to respond to specific words or sounds uniquely in contrast to they respond to others.

(Schloss 1981).

Media talk is multidisciplinary which covers the terms of ethnography of correspondence,

conversational investigation, social studies, and discriminating talk examination etc. Media

supplant every more seasoned asset of learning and data and comprehension of world. Part of

media is exceptionally clear in constituting individuals' acknowledgment of world, developing

substances, highlighting social values and standards and involving force. Multinational

organizations utilize some particular apparatuses in their print media promotions to induce their

recipients and change their disposition and decisions, by overwhelming their uncommon social

values, their philosophies and convictions. Ads are made to focus on a particular gathering for

some particular purposes. Makers utilize some particular medium to target their gathering.

Language and Visuals of commercials assume principle part to pull in viewers.

Language, these days, is not an unimportant apparatus of correspondence maybe it has

turn into a ware to gain cash. It is, in the business world, the most compelling gadget of

reputation owing to its appealing nature (Emodi, 2011).

A shrewd utilization of words in a monetary way is the magnificence of TV plug mottos.

TV is an intense wellspring of diversion for people and also nobles. Gathering of people with

numerous hobbies is bound to stare at the TV ads amid projects of their interest. These plugs

influence the general visibility about their occupation. They add to a certain perspective about
diverse items presented on the TV screen. The most powerful piece of TV advertisements is their

flabbergasting mottos; essentially, the language.

Advertisements are always there, even if people are not aware of that. Today advertising industry

uses every possible media to convey its message. Advertising industry consists of advertising

companies that advertise agencies who create advertisements, media, copy writers, brand

managers, creative heads, designers and customers.

1.1. Definition of advertisement

The word advertising first appeared around in year1655. That was used in the Bible to indicate

notification or warning. An advertisement is a public announcement, generally printed or oral,

made to promote a commodity, service, or idea.

Advertising generally, is in form of a picture, short film, songetc that tries to convince

people to buy a product and to inform them about some job...etc. Advertising can be portrayed as

a paid dispersal of information through a blended sack of mass correspondence media to rouse a

sought activity. A c c o r d i n g the concise oxford dictionary the verb, to advertise means: to

make generally or publicly known.

Jeremy Bullmore defines advertising as any paid-for communication intended to inform

and/or influence on one or more people. Here, the first component paid for recognizes

promoting from free exposure. The second component correspondence demonstrates

transmission of messages and the utilization of a medium. The third component purposeful is
about notices being objective situated. Fourthly, educate and/or impact demonstrates about the

powerful way of promoting.

According to Advertising Association of U.K.:

Advertising is a means of communication with the users of a product or service. Advertisements

are messages paid for by those who send them and are intended to inform or influence people

who receive them.

Advertising is a paid non-personal communication form with an identified sponsor using mass

media to persuade or influence the audience (Wells and Burnett and Moriarty, 1989 page8).

From these definitions we can see that advertisements are important for both the consumers

and producers. It creates and changes with the development of society. It is a mirror of society

(Russell, 1996 page508) which reflects the general public we live in.

1.2. Language in advertisements

Advertising language is the language used as a part of promoting messages to bring out the

readers consideration and impact which readers conduct in purchasing item. In advertising

language, language and thought are associated. It manages exciting interest and speaking to

yearnings in the readers mind. The objective of advertising is to pick up and to persuade readers.

Language in advertising is dissimilar to language in Literature. In literature author makes

sentiments through words and reader can feel while perusing. In publicizing author composes for

reader. Impression from publicizing is made by readers not by author. Besides language in

advertising may need to break the standards of sentence structure. It can be seen regularly in
advertising messages that sentence structure is ignored and it has a tendency to concentrate on

word play and talk (May 1995 Tipper Hollingworth and Hotchkiss, 1921)

1.3. Features of Advertising Language

There are three linguistic features used in advertisements which are English lexicon, English

syntax and figures of speech. All the three elements i.e. word/sentence, grammar structure and

figures of speech, combined are essential in making advertising message.

1.3.1. Lexical features

Lexicon in advertising language is different from common language. It is more compact, visual

and emotional. Words found in advertising are simple and informal, misspellings and coinage

words, loan words, word reduction, use of verbs, adjectives and compound words.

1.3.2. Syntactic features

Sentence structure in advertising language is quite simple, understandable and attention

grabbing. It is more interrogative and imperative sentences. Disjunctive clauses and minor

clauses can also be used in advertising language.

1.3.3 Figures of speech

Figurative language plays a major role in advertising language. It can make messages more

effective and outstanding. It also has power to vivify, illustrate and can connect to human

thought. Language of advertising has its own ways of using literary devices to achieve multi

layered meanings.
Lexicon and syntax seems to be general techniques used in advertisements created by advertisers

to create messages, but figures of speech used to be the great technique to enhance the

advertising message to another rhetorical level.

1.4. Statement of the Problem

Language used in Pakistani advertisements has become an important source of communicating

ideas and shows variety of linguistic features of its own. This research employs the impact of

linguistic features of Pakistani Kids Advertisements.

1.5. Rationale of the study

Advertising is something that we are all introduced to. It is furthermore something that is

inclined to impact most of us in different circles of our lives. Advertising exhibits the

qualification that exists between brands of things and choice organizations. Advertising

furthermore tells the purchaser what a specific thing, brand or organization should do when it is

used, in this way helping consumer to appreciate and evaluate inclusion with, the things and

organizations that consumer uses. Advertising is one of the critical forces that help to improve

the lifestyle around the world. Merged with all these communicational, promoting and social

limits, Advertising gets the opportunity to be basic in the present world.

On the other hand, by making people aware of things, organization and contemplations,

advertising advances arrangements and advantages. As needs be the types of advertising are

fundamental. Publicizing has various structures, yet in an extensive segment of them language is

of vital noteworthiness. The words in advertising are carefully made to address particular issues.

1.6. Objectives
 To analyze the impact of language features in Pakistani kids products advertisements

To give recommendations to the readers, viewers, copywriters and advertising agencies

about the use of language in Pakistani kids products advertisements.

1.7. Research Questions

Which language features are being used in Pakistani advertisements of kids products?

What recommendations should be given to readers, viewers, copy writers and advertising

agencies about the use of language in Pakistani advertisements of kids products?

1.8. Significance

Commercials can be examined as far as appearance, the language used as a part of them, their

structure, their importance, the responses they bring about, and tastefully as an artistic

expression. By contemplating them in these terms we have the capacity to research, and

dismember the promotions so as to find how they function, and what makes us purchase those

items related to kids.

Promotions have their own specific language. Their point is to impart data about the organization

and the picture they need to make, to the group of onlookers, or rather the purchasing open.

Words are frequently utilized as a part of ads to reaffirm the feeling that organizations need the

group of onlookers to feel. Words are every now and again used to tie the photos/pictures made

in ads to the item they are attempting to offer.

Naturally Pakistani kids products advertisements have become an important mean of

communicating ideas, demonstrating a variety of linguistic features on its own. The present study
examines these features at lexical level, syntactic level and figurative language used in Pakistani

advertisements. In the hope of bringing them to light and thereby, offering help to advertising

agencies, copy writers, viewers and readers.

Literature Review

2.1. History of Advertisements

Advertising Starts from ancient times. Initially messages were conveyed by exchanging each

others conversation. Some business and election campaign messages have been found in

remnants of Pompeii. Egypt, Rome and Greece papyrus was utilized for promoting any item.

The olden advertising structure consists of wall and rock painting and it was also available till

modern time in many parts of world.

During nineteenth century because of exceed in economy, the requirements for advertising also

developed which makes it advance, more exploratory and a modern organization. New methods

to promote item visually were introduced. Imperative structured sentences are utilized for

promoting an item or service which brings innovativeness in it.

Today we see so many advertisements in market where dealers are praising their items. Today,

product makers want to separate their items and are always trying to figure out better approaches

to display their item. The items are visually highlighted now. Today the streets are covered with

lots of colorful posters.

In Pakistan, for almost a decade after its existence in 1947, Advertising industry was being

controlled by many foreign advertising agencies. At that time print media was the only medium
for promoting a message. Trained and skilled professionals were not available at that time

because focus of Pakistani nation was to overcome the social and economic problems as a newly

developed nation. But after few years a sudden change came in media side, Radio Pakistan

started advertising. Then in November 1964, Pakistan Television (PTV) the first television

channel had been launched and with this advertising industry in Pakistan started to develop.

2.2. Function of Advertising and Its Language

Now advertising has been completely created. It is of great importance for consumers, brings

social reforms and also plays three major roles in society.

2.2.1. Marketing Role

The organizations are being helped by market to offer their items or services.

Through advertisements, the makers of item or service bring them forward and try to convince

the purchasers to buy that item or avail that service and as a result it supports them financially.

2.2.2. Educational Role

A proper knowledge about an item or service helps people to find out a certain object.

Buyers can get to know about an item or service through ads which instructs them and through

this purchaser can do comparisons between different product and services and then settle on to

their decisions.

2.2.3. Social Role

Advertising helps to bring the social reforms and in this way enhance the way of individuals

life.
Advertising raises the countrys economy and also it is socially significant for people because

through this the communication system become so vast.

Advertising should have different structures, methodologies and strategies which should be

applied to offer any item or service to purchasers but besides all that language is the only

essential device which satisfies the role of advertising completely. Other than sound, light,

photos etc language of advertisements is of great importance.

According to Leech (1978), there are five major functions of language. Firstly, language is used

to forward some data from one person to another through words or expressions. Secondly,

through language we can express our emotions and feelings to one another. Thirdly, language can

tell us the tone of a speaker as if the speaker is commanding or requesting. Then a language can

give us an aesthetic delight also. Finally, through language people are socially connected with

each other. All these above elements are important for advertising also.

So, language plays a critical part in commercials. Advertising language has some fundamental

elements and also certain styles and strategies which persuade the consumers.

2.2. Basic Principles of Advertising Language

Generally the basic principles of advertising language are to attract attention, to arouse interest,

to create conviction and to stimulate desire of the consumers.

Professor Liu summed up the four standards of language in Advertising English.

Firstly an ad should be catchy for consumers and to achieve the target, the sponsors need to make

it colorful and utilize those sentences which drag the attention of purchasers to buy the item.
Secondly an advertising content is difficult to read if it uses too long sentences because it will

make the readers tired. So simple words must be utilized to make a advertising content useful

and entertaining for readers.

Thirdly, memorization of advertising content for consumers is important to make them potential

clients and this target can be achieved by using rhyming words and other language features.

Finally, the advertising content should be well designed, clear and have the ability to attract the

readers to purchase the item.

2.4. Importance of Advertising Language

In last decades advertising market has increased a lot which has increased the enthusiasm for its

linguistic aspect. As per William Bernbach, a renowned advertising pioneer, states that:

The truth isnt the truth until people believe you, and they cant believe you if they dont know

what you are saying, and they cant know what you are saying if they dont listen to you, and

they wont listen to you if you were not interesting, and you wont be interesting until you say

things imaginatively, originally, freshly.

It is important because he further says that:

It is insight into human nature that is the key to communicators skill. For whereas the writer is

concerned with what he puts into his writings, the communicator is concerned with what the

reader gets out of it. He therefore becomes a student of how people read or listen.

Bernbach puts stress on the importance of language in advertisements, in both his quotes.

Advertising now is a science. People try to find out linguistic aspects and principles which make

an advertisement unique and catchy.

2.5. Advertising in Pakistan

In Pakistani advertisements language has a very high flexibility. Advertising agencies uses

different kinds of styles to attract the customers. In advertising language pictures and music are

blended and it has information and feeling which can catch the five senses of an individual. It is

socially and functionally important also.

2.6. Previous Researches

Although a number of researchers have endeavored on advertising language but the works of the

following scholars occupies a fundamental position.

Perhaps, Leech is foremost among such researchers who embarked the basic principles of

language in field of advertising in English in Advertisments (1966) gave valuable ideas regarding

punctuation and semantic highlights used in English advertising. Further two Researcher Cook in

The discourse of advertising (2001) and Goddard in The language of advertising (2002) provided

practical information and presented view on how to examine particular specimens of promoting.

Another interactive asset was Janoschkas Web Advertisment New form of Communication on the

internet in 200. It provides valuable information for web promoting. It provides useful material

for quick information of online promoting message.

(Leech 1966) is considered as the pioneer in the field among those who provided knowledge into

the subject. He primarily focuses on style, vocabulary and grammar of English advertising. He

specifically investigated on language of television advertising. Due to short span of time,

language in advertising is disjunctive and has a condensed language structure.

As television plays a very important role in todays business world. It gives us brief information

about something in a short span of time through commercials. So language used in commercials

should be straightforward, appealing to audiences and financial. Akinbode (2012) studies the

basic linguistic components used in advertisements and fides out that through advertisements

viewers would get better living opportunities for their wellbeing.

2.6.1. Focus of the Present Study

An advertising message can be conveyed through visual effects, sounds and language.

Sometimes its a blend of any two as in radio ads music and language is blended and print

advertisements are shown through language and pictures. But television advertisements are a

blend of three, in T.V commercials are shown by music, pictures or video and language.

Although pictures and music gives clues but its data is constrained and sometimes leads to

misconception also. So, we can say that language of advertising gives more correct, valuable and

reliable information to people.

This research will focus on the language features of Pakistani Advertisements at lexical, syntactic

and figurative language with the aim to highlight the linguistic features and to give

recommendations to the readers, viewers, advertising agencies and copy writers about the use of

language in advertisements.

Advertising language has been studied by various researchers all over the world from different

dimensions and perspectives. Many researchers have studied the linguistic features in advertising

language. These linguistic features are studied as follows:

2.6.1.1. Lexical Features

Leech observed that adjectives and connotations are abundantly used in advertisements that help

advertisers to impart extraordinary characteristics of their items and in return it helps consumers

to build positive attitude towards the item or services. As per Sternkpof connotations are

elaborated forms to express different words and are some special affiliations that prevail in a

specific culture. In advertisements they are used to memorize trademarks

In advertisements, use of comparative references is very common which modifies the advertising

content. According to Goddar (1998) comparative references tells the readers to find out specific

things in an advertisement and draw them together to examine it.

Weasel words are also used in advertisements which is an informal term for words to create an

impression for making a specific statement, when only a vague or ambiguous claim has been

communicated, enabling the specific meaning to be denied if the statement is challenged.

According to Leech (1966) advertising needs to make a long lasting impression in consumers

mind and also to influence their behavior and for this repetition plays a vital role. That is why the

name of the product or brand is repeated several times in an advertisement. Brand names are also

frequently repeated to create cohesion.

Sternkopf claims that the overwhelming utilization of pronoun cannot be disconnected from the

labels of adverts. By using pronouns, publicists figure out how to engage a wide gathering of

people and make an impact on clients mind.

The wide use of monosyllabic and disyllabic (words comprising of a single syllable or two

syllables) is because of the reason that the shorter the sentence the simpler it is to readers.
Conversion is also used by advertisers. According to Jackson, conversion is a process to transfer

words of one class to another without any changing in their pronunciation and spellings.

According to Goddard, advertising is a literary content in which some aspects of real discourse

were also copies. The lexical features Goddard found in his research are firstly, colloquial or

simple conversational words are used and secondly, idioms are frequently used in

advertisements.

According to (Jefkin 1976) , (May 1995) and( Drewniany and Jewler 2008) promoters used

several techniques in advertising content. Firstly, simple conversational and easily

understandable words are used in ads. Secondly, words with change in spellings are used which

makes a sentence more dynamic. Thirdly, coinage of words is frequently used and finally, prints

of adverts are made catchier to persuade the consumers.

All the above researches on lexical features of advertisements focus on the English

advertisements. The present study focuses on the lexical features used in Pakistani

Advertisements. Moreover in this research, the researcher finds out the code mixing and

borrowing of English words in Pakistani Urdu advertisements as code mixing and borrowing is

common phenomena in Pakistani context.

2.6.1.2. Syntactic Features

Syntactically, as per Leech, advertising language has a restricted variety of grammar. In daily

newspapers and trademarks only those sentences are utilized which just pass on the specific

message to the audience. Limited verbs are excluded and dependent clauses are made

independent. Through this method commercials are made more concise but informative.
Simple and minor sentences in advertisements have great impact on audience. As simple

sentences consist of one clause with one subject and a verb whereas, minor clauses have nominal

phrase but no finite verb. As per Crystal, grammatical rules have not been followed by minor

sentences.

According to (Jefkin 1976) and (Kongpetch and Smith 2008), to create style in ads exclamation,

interrogative, imperative and declarative sentences are utilized. More over in some ads figures of

speech are combined with these general techniques to give a more powerful impact of ads to

consumers.

According to( Biber et al. 1999 page 221) in daily conversation we use interrogative and

imperative sentences commonly. But Myers (1994 page 47) says that commands are usually used

in ads by promoters to create a personal effect. They set up a relationship between purchasers

and sponsors. Both positive and negative imperative sentences are abundantly found in

advertisements and these neither have subject and tense nor models or aspect makers. Only basic

forms of verbs are utilized in these sentences.

Leech (1966 page 110 to 111) distinguishes three groups of verbs that are used in commands in

advertisements. In the first group they deal with the buying of a product or service and are also

used at the end of the advertisements. In the second group they are connected with the use of a

product or service. In the third group they act as appeal to notices.

According to( Myers 1994) interrogative clauses are commonly used in advertisements which

have presuppositions. Also figures of speech are also used in interrogative sentences present in

advertisements, which requires an answer that is obvious or can be provided by the sponsors of

that item or service

Exclamations also create personal and intuitive effect like interrogatives and imperatives do and

that is the reason exclamations are also used abundantly in advertisements (Myers 1994). Also

according to (Biber et al. 2002) strong emotions are also being exposed by the use of

exclamation sentences in ads.

According to (Leech 1996) to deviate from normal communication incomplete sentence is a

common feature of advertisements. These sentences are not finite and have verb clause to form

an individual sentence. This only happens when a complete advertising clause consists of phrase

that has no main verb.

According to (Brutaux 1996 page79) and (Toolen 1988 page57) the usage of long and complex

noun phrases, comparatives, compound adjectives and modifier nouns are prominent features of

advertisements.

According to (Leech 1996) and (Biber et al.(2002) in advertising content present tense is

frequently used while past tense is less common in usage.

According to (Cook 1992) the use of pronouns in sentence of advertisements makes it different

from normal communication and also makes it an important subject for linguistic analysis.

Through advertisements sponsors need to personalize message for their consumers. According to

Williamson (1978 page 50) the pronoun you which is common in advertisements is referring to

you, the reader or viewer of the advertisement, although there is no logic in it that it was you that

the advertiser had in his mind while creating an advertisement.

(Lapsanska 2006) led a study on the Language of Advertising with Concentration on the

Linguistic Means and the Analysis of Advertising Slogans he found out that, the pronoun "you"

was generally used by marketing specialists. The use of pronoun you in daily conversation help
to produce a sense of equality while in advertisement it is used as a possessor of information and

authority. The pronoun we can be used in exclusive and inclusive senses in advertisements. The

pronoun I is commonly refers to potential customers, the expert or advocate of the product.

To portray an item and also to recommend the quality and elements of products comparatives and

superlative degrees of verbs are frequently used in advertisements.

The above studies are referred to the syntactic features of English advertising. The present study

focuses on the syntactic features of Pakistani advertisements.

2.6.1.3. Figures of Speech

Different researches have been endeavored for the analyses of figures of speech in

advertisements such as (Leigh 1994), (McGuire and Mick, 2000) (Toncar and Munch 2001),

Mulken, Dijk, and (Hoeken 2005), (Philips 2000), and (Lagerwerf and Meijers 2008), which all

point to the interconnectedness of figurative meanings found in the advertisements with

comprehension.

Figures of speech ads an extra dimension to advertising content which makes it more

memorable, interesting and attractive for buyers.

As per (Warren and Martin 1990) a figure of speech is taken out from normal discourse and used

them to have an impact on the other people. So in advertisements, figures of speech are an

approach to express the psyche of makers of advertisements to make the audience and readers

keen to look at the adverts which built stun, curiosity and illustrative outcomes in them.

Different figures of speech have been used in advertisements which are described by Cuddon in

his research. These figures of speech will help to analyze the data of the current study.
Different puns, which mean to play upon word, are prominent among marketing specialists

because they clarify the idea and also brings an element of shock. As per Sternkopf the reasons

for puns are polysemy (words with a related significance), homonyms (two formally unclear

lexemes with irrelevant significance), and homophones (different words sounding the same).

Rhyme presents a reoccurrences of sounds between words or the endings of words, especially

when these are used at the ending lines of poetry.

Alliteration is also applied in advertising because it gives delight to the audience. An advertiser

chooses words cleverly in ads so it is pleasing for audience. By using alliteration an advertising

content should be made rhythmic and also put stress by repeating the beginning sound the

advertisers want to express the meaning of an advertising content.

Hyperbole is defined as a way of describing something in order to make it sound than it really is.

In advertising, exaggerated statements puts emphasis on the particular features of the products or

services, or sometimes achieves humorous effect.

Repetition is repeating any element in an utterance of sounds word or phrases, accents or an

arrangement of lines. In advertising repetition is used to put an emphasis on important features of

product or service which makes the advertising message impressive and also persuade the

consumers.

Metaphor is defines as a figure of speech in which one thing is described in terms of another

with the help of implicit comparison.

For the reinforcement of an image similes are employed by advertisers which two things are

compared with each other by using words as and like. It is an explicit comparison which

clarifies and enhances the image in an advertisement.

Litotes are a figure of speech which contains an understatement for emphasis, and is therefore

the opposite of hyperbole.

Ellipsis is a syntactic scheme when one or more words are omitted (Cuddon 231). It is very

typical of advertising.

The current study will focus on the above described figures of speech used in Pakistani

advertisements.

(McQuirrie and Mick 1993) analyze figures of speech from times magazine advertisements. The

researcher discussed the relevance of figurative language to the consumer advertising and also

the frequency and function of figurative language. They found out that puns are mostly used

while metaphors are less common in usage. Alliteration is mostly used in scheme category. As in

this research the researcher investigate the consumer advertising. If the research is conducted on

the specific type of products then the results of the use of figures of speech would be different.

In another research of (McQuirrie and Mick 1996) they differentiated between figurative and

nonfigurative content use to convey messages and also two types of figures of speech which are

tropes and scheme. This research is also based on consumer ads. By comparing figurative ads

with nonfigurative ones the study finds out that consumers positively respond towards the ads in

which figures of speech are used. Figurative language has a power to motivate a reader. Rhyme

and repletion type represents the simplest and less demanding while puns and paradox are

complex and demanding.

(Leigh 1994) studies the frequency of figurative language used in headlines of print

advertisements. This study focused on the every categories and factors related to the use of

figures of speech in headlines of the advertisements. Data will be analyzed from sports, special

interest, finance and life style magazines. The study revealed that alliteration, assonance and

puns are widely used in advertising headlines. The study also finds out that different rhetorical

devices are tended to be used in different categories of products.

Till now by studying previous research the researcher feels that there is an inadequate research

on figurative language of specific type of advertisements. Moreover these researches focus on

the English advertisements. The researcher finds that kids advertisements in Pakistan has unique

characteristics from other types of advertisements, since it brings variety in kids products

advertisements. This research will examine the figurative language used in Pakistani

advertisements of kid products.

METHODOLOGY

Nature of study

The study is based on qualitative in nature and also descriptive. This study analyzed the impact

of linguistic in TV advertisements on the customers who purchase products of kids. Survey

approach is considered suitable in order to complete the research.

Population

The Customers of kids products in Hyper star Lahore and Metro plaza Lahore.

Samples

The hundred customers Selected as sample from the above population.

Tools

Close ended questionnaire is prepared which is used to collect the data from the customers who

are available in the Hyper Star and Metro Plaza Lahore purchasing products of Kids.

Limitations.

This research is delimited to the results of data by Customers of Kids product.

 DATA ANALYSIS

The researcher use questionnaire technique for data collection. Researcher designs the twenty

questions in order to bring the perfect result. These question have five option with Agree,

Strongly agree, Neutral, Disagree and strongly disagree, sign of tick mark is use to indicate the

selected option. The researcher decides to go in the field to provide the question sheet to hundred

customers of kids products as sample from the Hyper Star Shopping Mall Lahore and Metro

Plaza Lahore. The researcher did not face any complication in the process of data collection.

The answer of each question described in the percentage to tell the result of this study.

The researcher presented his result without any understandable conflict; the result is very easy to

understand. Each question is with its commentary and the pie table is used for the better

understanding and for showing the percentage which provide a clean mirror image of the study.

Analyzed data results:

Question No. 1

TV advertisements strongly influenced you into buying products.

Options No. of Customers

Agree 40
Strongly Agree 55
Neutral 0
Disagree 5
Strongly Disagree 0
 Question No. 1

Disagree; 5%
Agree; 40%

Strongly Agree; 55%

The researcher comes to know that from finding of question one is that the

advertisements strongly influenced the buying behavior of the customers and attract them to buy

commercialized goods related to kids products. 55% of the customers Strongly agree that the

advertisements are impressed them to buy products and the 40% of the customers also replied

with Agree as ads play vital role in the purchases of kids good or products. It is very strongly

finding in the favor of advertisement But the 5% of the customers disagree with this question for

further investigation the researcher find that they are interested in the recommended products by

friends and family members who already users of that product. And the percentage of both

Neutral and Strongly Disagree are 0%.

Question No.2

Advertisements divert peoples opinion from One product to another one for better result.
 Options No. of Customers
Agree 40
Strongly Agree 15
Neutral 0
Disagree 30
Strongly Disagree 15

Question No. 2

Strongly Disagree; 15%

Agree; 40%

Disagree; 30%

Strongly Agree; 15%

The finding of this question is that the 40% of the customers is agree that the

advertisements effects on their opinion to check the new product which are related with current

product these peoples are quality conscious because they want to try some new thing which are

more beneficial. And the 15% of the customers is highly quality conscious they always in try to

search new one which can provide more results. 0% of the customers are neutral in the finding of
this question and 30% of the customers are disagree with this statements further investigation the

researcher comes to know that these are customers who are loyal with one product they are

satisfied with the consumption of current product. The remaining 15% of the customers are

strongly disagree with in the finding of this question because they are highly satisfied with the

current product they does not want to get the chance to use new one product.

Question No. 3

Alliterations are used to create rhythm to attract people.

Options No. of Customers

Agree 70

Strongly Agree 10

Neutral 0

Disagree 20

Strongly Disagree 0

Question No. 3

Disagree; 20%

Strongly Agree; 10%

Agree; 70%
 Similar sounding word usage, the redundancy of letters in words close to one another,

attracts thoughtfulness regarding specific lines. The

Finding of this question is that the large number of customers as 70% of the customers replied

that they are agreed with this question that the Alliterations is the cause to get the attraction and

10% of the people strongly agreed that it caught the attraction because it provide rhythm in

dialogues but 20 percent of the people are disagree with this question they does not like

redundancy of the letters in words or dialogues. And the ratio of Neutral and Strongly disagree is

the 0% in the finding of this question.

Question No. 4

Rhyming words create rhythm which makes an ad attractive

Options No. of Customers

Agree 85

Strongly Agree 5

Neutral 10

Disagree 0

Strongly Disagree 0
 Question No. 4
Neutral; 10%
Strongly Agree; 5%

Agree; 85%

This question is very similar with the 3rd question in it also asked about the rhythms

words. Rhymes are thought to be characteristic in many societies. From the time youthful kids

start to talk, numerous appreciate playing and exploring different avenues regarding sounds

independent from anyone else an antecedent to later pleasure in rhymes. Most appear to have

aptitudes and an inherent commute that empower them to mimic the sounds and get the language

and unique rhythms of rhymes. The finding of this question is that the 85% of the customers are

agreed and the 5% of the customers are highly agreed with this statement and the 10% of the

customers are neutral with this statement they may be agreed or may not be agreed with the

presented statement. And both the options disagree and strongly disagree showed 0%.

Question No. 5

Colloquial words have an impact. on customers.

Options No. of Customers

Agree 92
 Strongly Agree 8

Neutral 0

Disagree 0

Strongly Disagree 0

Question No. 5

Strongly Agree; 8%

Agree; 92%

Idioms are for the most part geographic in nature, in that an everyday expression

frequently has a place with a local or nearby tongue. They can be words, expressions, or

apothegms and the local speakers of languages comprehend and use sayings without

acknowledging it. Through this question the researcher comes to know that the large number of

customers is agreed that Colloquial words have an impact.in purchasing power and create effect

on attraction, agreed are 92% and strongly agreed are remaining the percentage of 8. And

remaining three filled by percentage of 0.

Question No. 6
Simple sentences used in ads have an impact.

Options No. of Customers

Agree 24

Strongly Agree 26

Neutral 0

Disagree 40

Strongly Disagree 10

Question No. 6

Strongly Disagree; 10%

Agree; 24%
Disagree; 40%
Strongly Agree; 26%

The findings of this question is that the 24% of the customers are agreed and the 26% of

the customer are strongly agreed that the simple sentences create impacts on the buying behavior

and mind, Neutral are 0% but the disagreed persons are 40% and strongly disagreed customers
are 10%. They think the simples sentences have not impact instead they like Colloquial

sentences, Rhyming sentences have must impact then the simples sentences.

Question No. 7

The metaphors and similes clarify the message

Options No. of Customers

Agree 42

Strongly Agree 48

Neutral 0

Disagree 10

Strongly Disagree 0

Sales

Disagree; 10%

Agree; 42%

Strongly Agree; 48%

 The representation suggests that a thing is signified by a word that really means

something else. The word analogy implies that you transmit what you really need to say to

another word that is all the more engaging, more reasonable and frequently inconceivable. A

simile is a saying where two or more things are being looked at utilizing the words like or as.

Similitudes are additionally correlations yet don't use like or as. The researcher come to know

that through this statement the 42% of the customers are agreed and 48% customers are highly

agreed with this statement they are in the favor that the engaging, more reasonable and

frequently inconceivable have strong impact and the remaining 10% of the customers disagreed

with it.

Question No. 8

Comparative and superlative degrees portray the quality of a product.

Options No. of Customers

Agree 78

Strongly Agree 12

Neutral 0

Disagree 10

Strongly Disagree 0
 Question No. 8

Disagree; 10%
Strongly Agree; 12%

Agree; 78%

Comparative descriptive words contrast one individual or thing and another and empower

us to say whether a man or thing has pretty much of a specific quality. Comparative is contrasts a

man or thing and someone else or thing and superlative contrasts a man or thing and the entire

gathering of which that individual or thing is a member. The finding of this question is that the 78% of the

customers is agreed with this statement they like comparative products in nature which are superior then

another and 12% of the customers is highly agreed with the question these peoples are also quality

conscious they preferred most beneficial good or products for kids. Neutral are 0% but the people who

strongly disagree with the statements are 12% the want to remain constant with the current product with

the high loyalty with it.

Question No. 9

The slogans are made catchy to catch the intention of the people.
 Options No. of Customers

Agree 40

Strongly Agree 50

Neutral 10

Disagree 0

Strongly Disagree 0

Question No. 9

Neutral; 10%
Agree; 40%

Strongly Agree; 50%

The finding of this question is very favorable for the slogans which are used in the

advertisement to get the attention of the customers.

The 40% of the customers are agreed and the 50% of the customers are strongly agreed

with this statements thats the slogans is the cause to get the attention. Slogans are used in the

advertisement for highly attraction and for create the values in the mind of the customers and

10% of the customer are neutral with the statement these are customers who said it may be or it
may be not to attack on the attraction and attention. Disagree and strongly disagree is not filled

by the any sample.

Question No. 10

Use of adjectives convince the watchers

Options No. of Customers

Agree 45

Strongly Agree 40

Neutral 0

Disagree 15

Strongly Disagree 0

Question No. 10

Disagree; 15%

Agree; 45%

Strongly Agree; 40%

 Adjective words make notice alluring and great modifiers can represent the moment of

truth advertisements mottos and duplicate. The finding of this question showed that the adjective

words have strongly effect on the customer and it is impressive to build the value in the mind of

customers. The 45% of the customers are agreed and 40% of the customers are highly or strongly

agree with the adjective words these words convince peoples to buy the products. Neutral are 0%

but the disagrees are 15% these are peoples who like recommended products they are not in

favor of adjective become no can adjective can impressed them against the recommended

product. Neutral and strongly disagree show 0% of marked results.

Question No. 11

The mix-code words make an ad colorful and attractive.

Options No. of Customers

Agree 40

Strongly Agree 45

Neutral 10

Disagree 5

Strongly Disagree 0
 Question No. 11

Disagree; 5%
Neutral; 10% Agree; 40%

Strongly Agree; 45%

The words of a languages used in the second language is called code-mixing. Code-

mixing know become very common in Pakistan in daily conversation or also the uses of code

mixing in the media become very common. Komi assembley, chota baby, ak cup, mukamil diet,

are the example of code-mixed as the used of English words in Urdu language. The finding of

this statement 40% of the customers are agreed and the 45% of the customers are strongly agreed

with the code-mixing has strongly impact on the buying behavior and the 10% of the people are

neutral these peoples think it may be or it may be not. The 5% are disagree with this statement

they according to them code mixing not create any impact for buying behavior and 0% of the

customers are highly disagree with this statements.

Question No. 12

The pronouns like (I, we and you) creates a sense of equality in mind as a buyer.
 Options No. of Customers

Agree 90

Strongly Agree 10

Neutral 0

Disagree 0

Strongly Disagree 0

Question No. 13

Strongly Agree; 10%

Agree; 90%

Individual subject pronouns go about as the subject of a proviso. We utilize them before a

verb to demonstrate who is doing the verb. We don't for the most part forget the pronoun. The

finding of this statement is 90% of the peoples are agree and 10% peoples of the customers are
strongly agreed with this statement and the remaining three options are not marked by the any

sample. It is very favorable for the pronouns used in the advertisements.

Question NO. 13

Connotations built positive attitude towards the product.

Options No. of Customers

Agree 80

Strongly Agree 15

Neutral 5

Disagree 0

Strongly Disagree 0
 Question No. 13

Neutral; 5%
Strongly Agree; 15%

Agree; 80%

Intention alludes to an implying that is inferred by a word separated from the thing which

it depicts unequivocally. Words convey social and passionate affiliations or implications

notwithstanding their exacting implications or indications. (Childlike, Youthful, Childish,

Young) are the examples of Connotation The finding of this question 80% of the customers

are agreed with this statement and the 15% are strongly agreed with it. They showed that the

connotation build strong attitude toward the product and make impact on the buying

behavior. 5% of the customers are neutral with this statement it may be or it may be not. And

both of disagree options are not filled by a single sample.

Question No. 14

The interrogative sentences create style that influenced the buying behavior.
 Options No. of Customers

Agree 25

Strongly Agree 10

Neutral 30

Disagree 15

Strongly Disagree 20

Question No. 14

Strongly Disagree; 20% Agree; 25%

Disagree; 15%
Strongly Agree; 10%

Neutral; 30%

The interrogative sentences used in the advertisements to tell something or make a image

in the mind according to the problem like, Kea apka bacha khata kam hay, kea apka bacha chain

say so nahi pata, are the some examples of the interrogatives sentences. The finding of this

question is 25% of the agreed with this statement they match the nature of question with having

problem and the 10% of the customers are strongly agreed with that the interrogative sentence
create highly impact and influenced them to buy that products. Neutral are the 30% these types

of samples mean may be or may be it interrogatives influenced them. The 15% of the customer

are dis agree and 20% are strongly disagree with this statement. Further investigation the

researcher comes to know that these types of customers want straight forward impact without

any interrogatives nature of sentences

Question No 15.

Overstatements are utilized as a part of advertisements to underline on a specific component of

an item. They are full of feeling or deluding.

Options No. of Customers

Agree 10

Strongly Agree 5

Neutral 50

Disagree 15

Strongly Disagree 20
 Question No. 15

Agree; 10%
Strongly Disagree; 20%Strongly Agree; 5%
Disagree; 15%

Neutral; 50%

Overstatements become common parts of the advertisements like products defines against

the reality it is the impressive art to caught the attention to tells about the specific component in

the product to competitive terminology again and again. The outcomes of this statement are that

the 10% of the customers are agreed and the 5% of the customers are strongly agreed with it.

These people faith that these types of advertisement create effect on the minds through the

specification of the product again the competitors to tells its shining component. But on the other

hand neutral are 50% it mean these people are agree or not may not be agree with it. The 15% of

the customers are disagreed and the 20% of the customer highly disagree with this statements

further investigation the researcher comes to know that these customers say it is the time wasting

and try to wrongly attack at the mind to gain the attention.

Question No. 16

The command used in advertisements urge u to try a new brand.

Options No. of Customers

 Agree 18

Strongly Agree 22

Neutral 10

Disagree 20

Strongly Disagree 30

Questioin No. 16

Agree; 18%
Strongly Disagree; 30%

Strongly Agree; 22%

Disagree; 20%
Neutral; 10%

It is very commonly uses of the commands in the advertisements like, Ak dafa try ker kay

dekhen, it the art to influenced the peoples for the consumption of the product in the ordering

nature through emotionally or by showing specification of the product. The finding of this

question is that 18% of the customers are agreed 22% are strongly agree with the commands that

used in the advertisement to think people lets try it for one time. 10% of the customers are

neutral with these statements. But It is very critical situation for the advertisement companies

that the 20% of the customer disagree and 30% of the customer strongly disagree with this

statement further investigation the researcher comes to know that they say ads not be in ordering
nature its depend on themselves for the purchasing of the product. Ads have to tells only about

the product not to Order to buy or try it once.

Question No. 17

The Slogans of ads Create strongly emotional impact.

Options No. of Customers

Agree 30

Strongly Agree 60

Neutral 10

Disagree 0

Strongly Disagree 0
 Question No. 17

Neutral; 10%
Agree; 30%

Strongly Agree; 60%

The finding of this question is that the 30% of the customers are agreed and 60% of the

customers strongly agreed with the usage of slogans in the advertisement because it create

emotional impact on them like nanhay pat ki bari giza, jo nam hay aitmad ka, ak glass men

mukamal giza are impressive sentence to influenced the buying behavior. 10% of the customers

are neutral with this statement. And disagree and strongly disagree options not filled by singly

sample.

Question No. 18

Puns clarify the image of a product.

Options No. of Customers

Agree 30

Strongly Agree 70
 Neutral 0

Disagree 0

Strongly Disagree 0

Question No. 18

Agree; 30%

Strongly Agree; 70%

A pun is a joke that makes a figure of speech. A play on words, likewise called

paronomasia, uses words that have a few implications or words that sound comparable however

have diverse implications. The finding of this question is highly favorable for the puns which are

used in the advertisements. 30% of the customers are agreed with it and remaining 70% of the

customers are highly agreed with this statement. Further investigation the researcher comes to

know that the puns are also create the entertainment impact and influenced peoples to buy this
product. Neutral, disagree and strongly disagree options about this statement is not filled by the

single sample from the population.

Question No. 19

Declarative Sentences bring innovation.

Options No. of Customers

Agree 25

Strongly Agree 70

Neutral 5

Disagree 0

Strongly Disagree 0

Sales

Neutral; 5%
Agree; 25%

Strongly Agree; 70%

 The finding of this statement is that 25% of the customers are agreed and 70% of the

customers are strongly agreed with this statement these are customers who like declarative

sentences in the advertisements. .Declarative sentences is the sentence in the form of a complete

statement mostly it is use to reduce time consuming. Neutral showed result 5% thats mean it

may be or it may be not is the opinion of the Neutral persons. Disagree and strongly disagree is

no marked by the single sample from the target population.

Question No. 20

Litotes are used to enhance a particular feature of an object.

Options No. of Customers

Agree 42

Strongly Agree 50

Neutral 8

Disagree 0

Strongly Disagree 0
 Question No. 20

Neutral; 8%

Agree; 42%

Strongly Agree; 50%

Litotes utilizes unexpected modest representation of the truth as a part of request to stress

a thought or circumstance as opposed to minimizing its significance. It rather finds a remarkable

approach to pull in individuals' consideration regarding a thought and that is by overlooking it. In

the advertisements litotes play common and important role the finding of this statement is 42%

of the customers are agreed and 50% of the customers are highly agreed with that litotes can

enhance the particular feature to the product. Neutral are marked by 8% of the customers and

disagree and strongly disagree is not filled by the any sample from the target population.
 CONCLUSION

Through this study and previous research it is concluded by the researcher that linguistic

have strong impact in advertisements. Implementation of linguistic in advertisement can bring

desirable result and very useful for attractive motivation among the peoples. According to the

selected topic the Researcher comes to know that linguistic paly vital role in the advertisement

related to kids product. Linguistic rules are the arts to create value in the mind of customers and

built strong relationship and make them loyal with the product. Kids advertisement influences

the customers through its charm and attractiveness to buy that product for consumption. Through

this study the researcher also conclude it where the advertisements are the cause to impress the

customers butt some things can make negative impact on the customer as researcher define in

data analysis through the pie table and chart showing less ratio of the person with provided

situation and statement. Strong linguistic impression has very strong impact to select the product

through the advertisements and this impression is also uses to give more preference to the

product among the competitors.

Finding remarks

Advertisement strongly influences customers.

Linguistic is the cause of attractiveness and colorfulness

Components of linguistic effect on the buying behavior

There is a need to some change in the Advertisements

 Recommendations

Control on overstatement.

Advertisers have to must avoid from over statement which are against the reality. It also

creates the bad image about the product when customer finds it against the advertisement after

consumption.

Repetition of advertisement.

This case creates the bad impression. Mostly peoples feel disturbance to see the

advertisement again and again in the short breaks while they watching a film or drama.
Avoid from selling concept

Selling concept mean the purpose is only to sale the product may it beneficial or not. The main

purpose is the concept to sale existing product into the marketed before it spoiled the companies

at this concept not think about the loyalty of customer it is presented oriented not future oriented.