Language strategy in Product advertising Slogans of IDEA for GOOD page

Abstract

Abstract

The research studied the language use in the product advertising slogans from IDEA for GOOD web page. The purposes of the research were 1) to collect the product advertising slogans from IDEA for GOOD web page, and 2) to study the language use in the product advertising slogans from IDEA for GOOD web page. The scopes of the study comprised 1) to study four types of the products including appliances, beverages, food, and services, 2) to investigate the language use in all six types of advertising strategies: use of language related to life, use of language by referring to a person, use of language to create emotions and imagination, use of language without redressive action, use of language to emphasize the strong points and the use of slogans to promote 32 product items. The result of the first purpose showed four types of the products the most to the least collected from IDEA for GOOD web page: 1) appliances with thirteen items were 40.63%, 2) beverages with twelve items were 37.50%,3) food with five items was 15.63%, and 4) service with one item was 6.25%. The result of the second purpose was to study the use of language in product advertising slogans from IDEA for GOOD web page. It revealed that six strategies were employed in this study and could be ranked from the most to the least as follows: 1) the use of 32 slogans was 100%, 2) use of language to create emotions and imagination with eleven slogans was 34.38%, 3) use of language to emphasize the strong points with eleven slogans was 34.38%, 4) use the language without redressive action with ten slogans was 31.25%, 5) use of language by referring to a person with four slogans was 12.50%, and 6) use of language related to life with two slogans was 6.25%. Keyword: language use, product advertising slogans