Copy Writing Elements and Brand Relationship: An Analysis of Print Advertisements' Language

Anjum Zia, Nayab Javed and Muhammad Bilal
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Anjum Zia: Associate Professor, Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.
Nayab Javed: MS Scholar, School of Media and Communication, Beacon House National University, Lahore, Punjab, Pakistan.
Muhammad Bilal: Research Scholar, Department of Media Sciences, Riphah International University, Islamabad, Pakistan.

Global Social Sciences Review, 2018, vol. 3, issue 3, 410-430

Abstract: Language and advertising are interconnected and play a significant role in communicating a message directly or indirectly. Direct roles concern buying decisions of the consumers while indirect roles establish a lasting relation of consumer with the brand. This research studies the language of copywriting of advertising focusing its role in developing consumer-brand relationship. The research uses mix of quantitative and qualitative methods based on the framework of Laswells model of communication. The study uses content analysis for examination of the language of print advertisements and the consumer brand relationship. Survey is used as method of data collection from magazines including Akhbar e Jahan and MAG published by Jang group of newspapers. The study finds that figurative language style is used more in Pakistani print advertisements in comparison to literal language. Moreover, the results prove that the copy writing of print advertisements does play a significant role in developing consumer-brand relationship.

Keywords: Linguistic Analysis; Advertising Language; Figurative Language; Copy Writing; Print Advertisements; Brand Relation; Pakistan; Quantitative and Qualitative Method (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:gss:journl:v:3:y:2018:i:3:p:410-430

DOI: 10.31703/gssr.2018(III-III).23

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