Abstract
Advertising forms an essential component of the business field, where the competition fight is the significant marker. Advertisements can give a psychological hint to consumers so that they purchase a product by using image ideology association. More than any other sign or symbol system, language employs a strong effect on consumers and their behaviors. The paper aims to apply Leech’s foregrounding theory on English advertisements on TIME and clarify the “language games,” including deviation and parallelism, so as to figure out its effects on market promotion. The author employs case analysis to examine the theoretical foundation, then presents and exhibits parallelisms and deviations in advertising using classification standards and standard examples. It is found that advertisement language parallelism and deviation is one of the essential linguistic attention-grabbing methods. With the help of the foregrounding, information contained in the advertisement acquires a new, often unexpected sound: at the minimum of the text, the maximum expression.
Highlights
Introduction1.1 Research Background and Objectives Advertising has played an important role in society, especially in terms of marketing, which promotes products, services, and ideas
It is found that advertisement language parallelism and deviation is one of the essential linguistic attention-grabbing methods since it is considered to be the use of language that defies regular rules
Based on language deviation studies, it is shown that with the help of the foregrounding, information contained in the advertisement acquires a new, often unexpected sound
Summary
1.1 Research Background and Objectives Advertising has played an important role in society, especially in terms of marketing, which promotes products, services, and ideas. Many researchers have turned their attention to sociology, psychology, marketing, and linguistics as a result of its importance. Advertisements apply multi-modals to achieve their purpose, such as text, sounds, images, signs, etc. Language usage in text attracts particular attention. Advertising language is one of the most effective vehicles of ideology because of its appealing nature. According to Leech (Leech: 23), advertisements employ "loaded language" to influence and modify the will and the attitude of their target audience. The foregrounding strategy is a great way to draw attention to your product and differentiate it from the competition
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