Welcome to another blog-post. For the past few weeks in English class, we have been working on how
to write a lawyer paragraph that would be turned into an essay. This was my first time learning how to
write a lawyer paragraph. Our topic for our essay was based on Figurative Language in Advertisements.
The first thing we had to do was brainstorm and look at a few ways advertisers used figurative language
in their ads. Figurative language is when you use a word or phrase that does not have its normal
everyday, literal meaning. There are a variety of figurative language including metaphors, similes,
personification, hyperbole etc. When I first thought about it when we were told that our goal was to get a
essay written, it was quite scary, but then learning the techniques of how to write a lawyers paragraph
made it more easy because I had my three paragraphs completed and all I needed to write was my
Introduction and Conclusion. Below is my essay about what figurative language techniques do
advertisers use and why they use them.
Essay Question: What Figurative Language techniques do advertisers use and why
do they use them?
Introduction
Have you ever seen an ad that draws your attention to, or it gets stuck in your head?
That's because the most commonly used figures in advertising are simile, metaphor, symbol etc.
Advertisers use figurative language to help the consumer feel that every customer service experience
she has with the company is created just for her. It draws the customer in to the advertising and
attempts to create a personal bond between the company and the consumer that will result in sales.
For the purposes of this essay only three techniques will be discussed. These three techniques are
personification, logo/slogans and onomatopoeia.
Paragraph 1
Personification is a form of figurative language in which something that is not human is given human
characteristics. In advertisement, when personification is embedded in ads, appears to lead to more
positive emotions, more positive attributions of brand personality, and great brand liking.
For example M&M company has used personification in their ads to draw the public's attention into
buying their product.They have used personification in this commercial by giving the red M&M hands,
legs, facial expressions and emotions. It’s legs are able to run or it is trying to run away from the lady
scanning the groceries. It's facial expressions show that it’s horrified or doesn't want to be scanned by
the lady. Therefore it can even talk while it’s running. They have used personification by giving a candy
*M&M’s human legs, arms, etc. The usage of personification in the M&M's ad has helped the company
transform from nothing to something, meaning when M&M was first released they weren't drawed
too much to the public's eyes, they then realized that to spice things up they will need to use different
techniques in their advertisements and of those techniques was personification.
Paragraph 2
Logos are symbols made up of texts and images that help us identify brands we like. But they can be
so much more! A good logo is the cornerstone of a brand. It helps consumers understand what you do,
who you are and what you value.
Logos are one type of advertising method that many businesses overlook but can be used to bring
great results time and time again. Because of this, logos play a critical role in serving a connection
point between the company and it’s consumers.
For example McDonald's logo, McDonald's logo is a red and bright yellow/gold “M”.
The colour of the logo is red and yellow. The reason yellow was used in their logo is because yellow
is the most luminous of all the colors of the spectrum… It’s the colour of happiness, and optimism,
of enlightenment and creativity, sunshine and spring. Also, red is the colour of extremes. It’s the colour
of passionate love, seduction, violence, danger, anger, and adventure. McDonald's have used these
colors in their logo to make a connection between us consumers, or to persuade us and make us fall
to buy their product or to visit their restaurant. Logos play a big role in advertising that it can effectively make us recognize their logo. The more a brand’s logo is displayed in an advertisement, the more trust and identity it will build from the public, which in turn will lead to more sales, profits and revenue.
Paragraph 3
Onomatopoeia is a form of figurative language.
An onomatopoeia is a word that actually looks like the sound it makes, and we can almost hear those
sounds as we read. Slam, splash, bam, blabble, are all examples of onomatopoeia.
It is a figurative expressive device that is used widely in modern advertising texts. Advertisers use
it to draw our attention and make us memorize their slogans/ads. Advertising uses onomatopoeia
so that us consumers can remember their product, meaning that if we hear or see their advertising
and the onomatopoeia they are using then that will automatically remind us of their product because
it has drawn our attention and eventually want us to buy their product.
Onomatopoeia is popular in advertisements, such as the KitKat ad, when the person halves the kitkat
bar in half it makes a specific sound, believe it or not, that sound will be stuck in our head, and when
we hear it without watching the ad we will straight away recognize that is the KitKat ad.
Another old ad that uses Onomatopoeia is the Alka Seltzer -it makes a "plop, plop, fizz,fizz" noise
when dunked in water. In conclusion, Onomatopoeia plays a big role in advertisements, the whole
point or aim of advertisers adding onomatopoeia into their ads is that we memorize or remember their
slogan/ads and we will recognize and make us buy their products.
Conclusion
Advertising puts figurative language to good use. Figurative language plays a big role in advertisement
from Personification, Slogans/Logos to Onomatopoeia, overall the usage of figurative language is to
grab your attention and persuade you to purchase their products. Yet you may not realize but
Figurative Language is essential for the process of advertisements.