COMPARISON OF TRESEMME PRODUCT ADVERTISEMENT IN ASIA, AFRICA AND EUROPE: A SOCIOLINGUISTIC ANALYSIS

Abstract

  Humans have been interacting with each other long ago before the establishment of civilisation. Communication among humans has served the growth of civilisation.  Advertising is the world's oldest form of communication. Advertisers use it as a marketing tool to affect consumer's decisions at the point of sale. Advertising language is used in a particular manner, making it a very effective instrument. The mass media serve as the medium for disseminating advertising messages. This study focuses on examining the key factor of advertising language use in media which allows advertisers to connect with their targeted audience and further explains how advertising language affects the decision power of consumers. This article deals with Tresemme Keratin Smooth Shampoo advertisements in Asia, Africa and Europe. Tresemme company was introduced in New York. It is a qualitative study and an interactional framework of sociolinguistics is used. This study aims to examine advertising language that is portrayed in mass media which reaches the intended audience, the paper will investigate the language of a few chosen advertisements and go over key elements of that language.