An Exploration of the Manipulative Use of Language and Visuals in Advertisements: A Critical Discourse Approach

The Language Of Advertising: Leech (1966)

Leech (1966), in his pioneering and comprehensive study on English in advertising, has analyzed in detail different aspects of grammar, vocabulary, discourse and rhyme and rhetoric of advertising. Reference to television illustration, display typography, vocal emphasis, prompt spelling, grammatical solecism, metaphor and paradox and some of the aspects linked to attention value was made. Colloquial, straightforward style and common vocabulary were observed to be connected with readability. Phonological regularities such as alliteration, rhyme and jingle are said to be related to memorability. Frequent use of imperatives and superlatives were seen as connected to selling power. The distinctive property of advertising language was closely identified with the use of clauses, phrases and words as minor sentences, which constitute a different kind of grammar called disjunctive grammar.