Languages, marketing and advertising

Language was created fundamentally for better communication among people. But nowadays, in this highly competitive world, words have acquired new functions. Today words have to seduce the potential buyer (in other words, all of us). So the language ends up with a selection of phrases that become more and more original and grandiloquent every day. As a result, language is over-exploited and the receptor is less sensitive.

Usual adjectives like good, bad, new, original are not mentioned anymore. Now, even to sell a simple window cleaner we use new terms. Eventually, these new words enter our day to day vocabulary (Pepsi, iPod are examples).

Firms resort to original phrases that do not mention the product at all. Here’s a list of some famous slogans:

Nike “Just do it” 1988
Microsoft “Where do you want to go today?”
MasterCard “There are some things money can’t buy. For everything else, there’s MasterCard” 1997
VISA credit card “VISA – It’s everywhere you want to be” 1985
Maybelline “Maybe she’s born with it – maybe it’s Maybelline” 1991
L’Oreal “Because I’m worth it” 1967

All of this could be good because it shows how alive and changing a language can be. However, it can be negative too in the sense that language becomes more artificial instead of natural and simple.



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