Dr. Ch. Evy Tri Widyahening

THE ROLE OF LANGUAGE IN ADVERTISEMENT

Introduction

The role of language in advertisement. Explore the power of language and hidden ideologies, especially gender exploitation, in advertisements. Discover how ads use sign systems to persuade consumers and shape societal perceptions in the modern era.

Abstract

Advertisement becomes an important part in human’s life. It has formed culture maker in society. Advertisement becomes one of crucial things that should be done. It has a power to persuade consumer’s desire to the product in society through image ideology association. Advertisement build image ideology of product then it also uses sign systems or language which has relationship with moral values. One of ideology which can be called sign system or ad language is gender ideology, especially is about women exploitation as a sign system. It can be said that many advertisement has used many words which has negative meanings, sensitive meanings, porn meanings, etc and all of them points to the woman exploitation, because many advertisements usually use women to be a target of a product and also to be an agent of change. So, in interpreting sign system or language, advertisement has multidimensional meaning not only to market a product but also to interpret sign system or language. Then, language system has a power because there is an ideology which always hide in it. Ideology is inherent within language, it means that there is higher significant relevance when the context is placed in the frame of modernity which is called the third wave. The power of language has affected dan hidden in advertisement then it has become social infrastructure which has a total power. This power of language can effect persception, attitude, behaviour, and point of view of society.Keywords: the power of language, advertisement, and sign system

Review

The paper, titled "THE ROLE OF LANGUAGE IN ADVERTISEMENT," proposes an exploration into the profound influence of linguistic elements and sign systems within advertising. The abstract posits that advertising plays a crucial role in shaping societal culture and consumer desire through the strategic use of language embedded with ideology. Specifically, it highlights gender ideology, with a particular focus on the exploitation of women, as a pervasive sign system in advertising, suggesting that words carrying negative, sensitive, or pornographic connotations often target women. The authors aim to demonstrate that advertising language possesses multidimensional meaning beyond mere marketing, rooted in hidden ideologies that ultimately impact societal perception, attitude, behavior, and worldview. While the topic is undoubtedly relevant and significant, the abstract suffers from considerable conceptual vagueness and a lack of methodological clarity. Terms such as "image ideology association," "sign system," and "the third wave" are introduced without adequate definition or contextualization, leaving the reader with an imprecise understanding of the theoretical framework. The abstract makes broad claims about the power of language and its societal impact without indicating how these claims will be substantiated or what analytical approach will be employed (e.g., specific linguistic theories, content analysis, semiotics). Furthermore, the argument occasionally borders on being circular, particularly in its discussion of interpreting sign systems, and the grammatical and syntactical inconsistencies across the abstract suggest a need for thorough language revision to enhance readability and academic rigor. In its current form, the abstract presents an ambitious scope but lacks the precision and detail expected for a robust academic paper. To strengthen this work significantly, the authors would need to articulate a clearer theoretical foundation, define key concepts explicitly, and outline a specific methodology for analyzing the role of language and ideology in advertisements. A more focused argument, perhaps narrowing down the broad claims or demonstrating how the specific example of women's exploitation integrates into the broader theoretical framework, would also be beneficial. While the subject matter holds promise, substantial revisions are necessary to move from a general assertion of language's power to a well-defined and researchable contribution to the field.

Full Text

Comments

You need to be logged in to post a comment.