Stylistic Features of Advertising Language in Jordan Amer Adawi University of Jordan May, 2008 Abstract This further investigation of advertisements as a linguistic genre relied on a sample of 80 advertisements advertisements from two well-known advertising newspapers in Jordan. The linguistic analysis of the data confirmed the researcher's observations concerning the advertising language. There are lexical, textual, phonological and sociolinguistic sociolinguistic features that that characterise the style of advertising language in Jordan. Future research could be made to analyse the TV commercials in Jordan and test the paper findings.
I. Introduction More and more products are entering the markets all around the world. These products are meant to earn money for the producers and merchants through enlarging the sales. They always look for optimal ways to achieve the best sales by various means. One of the most common ways is through publicizing and promoting the products locally and internationally. People should be au fait with any product trends they want to buy. This publicizing of products is usually done via television and radio commercials and newspapers advertisements. Recently, a new method of advertising has launched through internet. All these reflect the essentiality of introducing the products to the customers according to (White 1993). The term advertising has been defined by many scholars and commercial experts. Pride and Ferrell (1987:388) scrutinized advertising as "a beneficial kind of non personal communication executed to promote and publicize an organization and its products." Within this definition, the need for successful communication is a must to access to the customers and grab their attention. Usually the advertisements and commercials are presented to a specific audience through mass media (ibid). Besides, White (1993:2) used the term advertising ad vertising to mean "the act of using advertisements to sell goods."
Babaii and Ansary (2003) indicated that the function of advertisements is to sell a product and a service to the consumers through persuasion. They added that the persuasion is "realized through a text possibly laden with certain linguistic, discoursal and societal signals". Cobb (2001:120) believes that there is a relation between advertising and cognitive psychology. It seems that the "advertisers rely on cognitive psychology and related learning theory for effective delivery of their messages" (ibid: 120). Consequently, the advertising is an essential tool-helping in marketing the products and services according to Wright et al (1983). Advertising can be carried out through several means. Advertising can be done through television commercials, newspapers advertisements and recently the internet advertisements. Each of these ways has its own characteristics and advantages that may contribu te to promoting the products. In this paper the highlighting will be mainly on the newspaper advertisements. The written advertisements seem more vital since they have adequate time of exposure. The paper proceeds as follows. Section II below specifies the study purpose and section III presents a brief account of advertising language in Jordan. Methodology and data source are shown in section IV. Section V will report the analysis and findings of the data. In the end, a conclusion and recommendations are provided in section VI.
II. Purpose of the Study As presented in the previous section, there are many features that characterise the language of advertising in Jordan. These features might not have been highlighted yet by any Jordanian scholar. The researcher believes that this paper is going to emphasize these neglected features and revisit other features with more elaboration. Amer Adawi……..……………………………………………………………………………………. 3
Thus, this paper aims at analysing Arabic advertisements to show and emphasize the following stylistic features: 1. Textual features 2. Lexical features 3. Phonological features 4. Sociolinguistic features These features were observed by the researcher as a native speaker of Arabic and a member of Jordanian society. Weinreich (1964:13) pointed out that "the selfobservation of trained linguists can yield data which are probably unobtainable in any other way."
III. Related Literature The language of advertising has given the linguists a wide arena for investigation and analysis of this genre. Cobb (1999:119) observes that advertising is the "most ubiquitous linguistic genres." This genre as ex pressed by Cobb is everywhere. People can see commercials on televisions, read advertisements in newspapers, magazines and road signs. Since “language system frequently provides its users with alternative means of saying the same thing” (Lyons 19:290) The style of advertising language concerned many scholars around the world Cook (1992) and Leech (1966), for example. The style of advertising has its own identity through the
variation of features that advertisements exhibit everyday, every week, every month or even year on the pages of magazines and newspapers. Enkvist (1977:16) believes that “it is that task of linguistic stylistics or stylolinguistics, to set up inventories and descriptions of stylistic stimuli with the aid of linguistic concepts.” Consequently, studying style hinges on the reader’s responses to certain features in the text (Ibid: 14). These features will concern the researcher during this study. The impact of these features on the recipients has to wait for further research. For his part, Gully (1997) addressed the issue of Arabic advertising. He focused on the relationship between language and cultural representation within the Linguistic Fea 4 ............................................................................................ tures of Advertising Language
discourse of advertising. He analysed the advertising Arabic in Egypt in the written and visual media. His study emphasized the r ole of intertextuality within the advertising framework. He found that rhetorical devices were deployed to reinforce the advertising message. In Jordan the language of advertising was studied by many Jordanian researchers. Two languages were emphasised in these end eavours; Arabic and English. Al-Saqqa (2001) tried to find out the loanwords from English in Arabic advertisements in Jordan. She analysed the loanwords which were used in written advertisements in Jordanian newspapers at different linguistic levels. For the most part, her study focused on understanding the phenomenon of the borrowing of English words in to Arabic and the effect of this borrowing on Arabic in addition to analysing these loanwords linguistically. The study has shown the fast increase in loanwords used in advertising. Al-Saqqa concluded that the chaotic use of borrowed words in advertising has a threatening nature with regard to the potential loss of the unique features of Arabic. El-Hinnawi (1992) accomplished a lexical study of t he language of headlines of newspapers advertisements. She based her analysis on 543 headlines for American newspapers advertisements. The concept appeal in headlines concerned her and received a particular attention in her thesis. El-Hinnawi stressed the different types of appeal like rational appeal, emotional appeal, and moral appeals. However, this attempt ignored some linguistic features that the Arabic advertisements may have in Jordan. More research of advertising language in Jordan has been done by Farsouni (1993). He investigated some syntactic, textual and persuasive features of advertisements in an American business magazine that is "Business Week". Farsouni studied a sample of 55 advertising texts appeared on the magazine pages. He found that the advertising language was characterized by certain linguistic features like complex sentences, nominal structures, frequency of some syntactic structures, and violation of grammatical rules. As far as the persuasive features wer e stressed, the Amer Adawi……..……………………………………………………………………………………. 5
frequent use of pronouns "you" and "we" and some lexical features were utilized. Farsouni's study has contributed to the field of analysing the advertisements and opened the door for further research of Arabic magazines advertisements. The previous features were also investigated by Al-Khatib (1998) used in English and Arabic advertisements and see if the emplo yment of such features is similar or different in both languages. Al-Khatib’s thesis stressed two lexical features; pun and antonymy , two phonological features; rhyme and alliteration, and a textual feature i.e. cohesion between sentences and paragraphs. The current study must not be
a duplicate for Al-Khatib’s study as the author believes. First, Al-Khatib’s study neglected other features that characterise the style of advertising in Jordan as we will see in discussion section. Then, Al-Khatib’s study investigated advertisements in general newspapers (i.e. Al-Rai and Addustour), whereas the current paper studies advertisements in specialized newspapers (see the methodology section below). Also, Al-Khatib explored advertisements during 1997. Ten years are fair enough to bring about a change in the style of Advertising in Jordan. It seems that there have been many studies in Jordan that focused on advertising Arabic. Each researcher addressed specific areas in the advertisements. The papers which dealt with stylistic features of advertising Arabic in Jordan neglected some features that may contribute to the advertising message. There are many lexical, textual, phonological and sociolinguistic features have b een left for further research. And it is the purpose of this study to explore this territory.
IV. Methodology and Data Collection The data of this study consisted of 80 advertisements from two famous newspapers, Al-Waseet and Al-Mumtaz. The randomly chosen advertisements appeared in March and April, 2008. Four issues of each newspaper were selected to pick out the analysed advertisements. Linguistic Fea 6 ............................................................................................ tures of Advertising Language
Al-Waseet and Al-Mumtaz are weekly free advertising newspapers that are distributed in Jordan, mainly in Amman, to be read by many Jordanians. After the advertisements had been chosen carefully, they were analysed and verified to find out their stylistic features. In the next section, the stylistic features were clarified and exemplified to maintain the researcher's observations. The example(s) on each feature is given in Arabic orthography along with English translation. The transcription of the Arabic sentences is also provided.
V. Data Analysis and Discussion It is useful to remind ourselves of the purpose of this study before starting with discussion. This study aims at discovering th e stylistic features of advertisements in two Jordanian advertising newspapers. It has been found that there are some stylistic features of advertisements discourse as it has been noticed b y the researcher.
1. Lexical features There was a widespread use of certain vocabulary and phrases by the advertisers. This use of these linguistic items can contribute to the ad vertising message and affect the consumers to purchase the products and services. A. Ambiguity Ambiguity is defined by Saeed (1997:62) as the state "where the same sentence has two meanings." Cobb (2001:121) accentuate that "the language of advertising provides us from time to time with questions in the form of riddles." The use of ambiguous sentences and phrases characterized the advertising language in the analysed sample. For example: [ ![1 [sla ak ala d anbak? ista id lil muwa d aha!] ( Do you have your weapon? Get ready for the battle!) Amer Adawi……..……………………………………………………………………………………. 7
This sentence appeared in mobile quiz game. It seemed ambiguous for the readers since the connotation of the word ( your weapon) does mean fight rather
than a quiz game. Another example: [ [2 [quru Ðuna as-sakanijah anta taxta r wa na nu numawwil] (With our housing loans, you choose and we fund) The advertisers did not give further information for the reader to be acquainted with these housing loans. So s/he has to go and ask about these loans and then diminish the ambiguity in this regard. Similar occurrence can be in the following example: [ .[3 [ha a al arÐu jaxÐa li uru Tin mu ajjanah] (This offer is subject to certain conditions ) B. Imperatives Several advertisements started with the imperative form. These imperatives were put to grab the readers' attention and affect them psychologically. For example, this sentence appeared in a sliced pineapple advertisement: [ . [ 1 [ta awaq ald dah] (Taste the quality) Other examples were from car advertisements. [ .[2 [ixtar aTTari qa al ansab limtila ki sajjaratik] (Choose the most suitable way to possess your car) [3] 2008/5/ 1 [i tanim alfurSa qabil ….] (Seize the opportunity before 1/5/2008) [ [ 4 [imtalik Polo ala n] (Have a Polo car now) Among the imperatives is the use of the verb [ ] "be distinctive" frequently "be distinctive " was used in many advertisements to by the advertisers. This verb Linguistic Fea 8 ............................................................................................ tures of Advertising Language
persuade the readers of the advantages of the products that make the customers distinctive from others. C. Idiomatic expressions McCarthy (1990:158) described idiom as "a lexical item whose meaning cannot be derived from the sum of its part." The use of some idioms and expressions that are based on proverbs and familiar sentences among Jordanians was one of the features of the language of advertising. This could be attributed to the tendency of the advertisers to persuade the readers by these sayings, proverbs and idioms. This strategy of persuasion among Jordanians was also confirmed by Jaradat (1999). For example, in a bank advertisement there was the following sentence: [ [ 1 [la tgu l ja rajt] (Don't say I wish…) This sentence triggers the customers to join the b ank and get the benefits of this bank before they regret it later. The sentence was in Jordanian spoken-Arabic. Other items were used in Modern Standard Arabic, for example: [ ... [ 2 [Toyota Hilux la ju qu laha uba r] (Toyota Hilux is unsurpassable) [ [ 3 [Ibiza rijaÐijah bikul m na al kalimah] (Ibiza is sporty in the full sense of the word) Proverbs were also active in the advertising language. In the following example from an advertisement of a restaurant that serves chicken, turkey, and dove, a
very common proverb is being used: [ [ 4 [mu kul iTajr bijitakil la muh] (Not all birds are eatable) The advertisers might have used this proverb to show that the food they serve differs from other restaurants' food. There were other proverbs that were used in Standard Arabic, as in this example: [ [5 [uTlubu alrizq inda muza amat til aqda m] (Earn your living in busy areas) Amer Adawi……..……………………………………………………………………………………. 9
Another example of the idiomatic expressions is d erived from a very famous song among Jordanians (and Arabs): [ [ 6 SMS [ib atli SMS wi Tammini ] (Send me SMS and reassure me) Here the word [gawa b] "letter " was substituted by the English abbreviation SMS since this new mobile service gives people the opportunity to contact through short messages.
2. Textual features A. Long noun phrases Many advertisements in the investigation contained long noun phrases. These phrases are mainly description of products and services that are offered by the advertisers. They contained evaluative adjectives that promoted the pro ducts as post modifiers. [ ... [ 1 [sa a t internet iÐa fijah mad a nijiah] (Free additional internet hours…) [ …[2 [as a r xa Sa lilma a ri al iska nijah wal mud ama a t at tid a rijiah] (Special prices for housing projects and commercial buildings) [ ... [ 3 [ i ra qah d adi dah fi a lam tad hi za t almanzil] (A new sunshine in the world of house supplying…) B. Short and simple sentences Short sentences were used for the impact on the reader. This impact is especially clear at the beginning of the advertisements often by using b old or large type for the headline or slogan to capture the attention of the reader. [ [ 1 [nuwafir lakum ak ar] (We save you more) [ [ 2 [aT Ta muh ala i la juqa wam] Linguistic Fea 1 0............................................................................................ tures of Advertising Language
(The irresistible taste) [ [ 3 [lawin aja tak] (Colour your life) C. Recurrence/ repetition According to de Beaugrande and Dressler (1981:54), recurrence is "the direct repetition of elements." This cohesive device was used in som e advertisements in this study. In the following example the same element [ja btil a ] was repeated with no changes. This repetition can "assert or re-affirm one's (the advertiser) viewpoint" (Ibid: 55).
[ ... [ 1 [ja btil a … ja btil a ] (You may get it … you may not (get it)) However, there were some examples of partial recurrence in the analysed data: [ [ 2 [ arÐ bijirÐi k wi bijirÐi l ilkul] (An offer that pleases you and pleases all) The verb [jirÐi ] "please" was repeated in the sentence, but the attached object pronouns to the verb were different in each instance. Further examples of partial recurrence are below: [ [ 3 [xali bajtak a la bajt] (Make your house the best house) [ [ 4 [xaSim fu il xaSim] (A discount on the discount) D. Syntactic parallelism Cook (1989:15) reported that the parallelism is "a device which suggests a connection, simply because the form of one sentences or clause repeats the form of another." this sort of cohesive devices was u sed in many advertisements. Moreover, de Beaugrande and Dressler (1981:57) believe that parallelism can contribute to the informativity of texts (the advertisements here). Examples of parallelism are shown below. In mobile advertisements: [ [ 1 [d iha zak ali k wi in ali na ] Amer Adawi……..……………………………………………………………………………………. 11
(Your mobile is on you and the (re)charging the account is on us) Another example was found in an advertisement of products which were being promoted on Mother's Day. [ [ 2 [a la hadijah lia a um (The best gift for the best mother) Further examples: [ [ 3 [lil iqah ala mah wa lild u dah ism] (The trust has a mark and the quality has a name) [ [ 4 [i na LINK i na il-internet] (We are LINK … We are the internet.) [ [ 5 [Sawirha wi barwizha ] (Photograph it and frame it) E. Using questions The existence of questions was one of the textual features for advertisements. It seems that the advertisers tend to reveal the reader's need of products through asking him/her. The majority of questions were of yes/no type, as shown below: [ [ 1 NYIT [Ta lib fi d ami at NYIT uw ma ak MasterCard ?] (Are you a student at NYIT? Do you have MasterCard?) [ [ 2 [ma a anka ]? (What about you?) [ ... [ 3 [hal tab a an …?] (Are you looking for…?) [ [4 [hal i tad ta jawman ila id ra i muka lamah fi alurduni aw fi alxa rid wa lam jumakinak raSi duka min a lik?
(Have you ever needed to make a call in Jordan or abroad but you
could not because your mobile account has restricted you?) Linguistic Fea 1 2............................................................................................ tures of Advertising Language
3. Phonological features In his “ A Dictionary of Linguistics and Phonetics”, David Crystal reported that foregrounding refers to relative prominence in discourse. This prominence could be realised through foregrounding operations in the text such as alliteration and rhyme. (Crystal 1991). A. Alliteration Alliteration occurs when the same letter or sound occurring at the beginning of the two or more words in succession. There were few examples of this feature in the analysed sample: [ [ 1 [ ali aja tak] (Make your life sweet) [ [ 2 [murxaSa mu amana mud amraka ] (Licensed… insured…customs paid) [ ... [ 3 [d u d xaTat al-xuTwa al u lah] (Joud has stepped her first step) B. Rhyme Gully (1997:24) reported that the rhymes in advertisements are "created by combination of a long vowel plus a consonant at the end of each line, or half of a two part slogan." This technique was also used in the newspaper advertisements in Jordan. Here are some examples of these rhymes that m ight contribute to the memorablity of the sentences and phrases in the advertisements. Furthermore, these rhymes might function as attention seeking devices. [ ... [ 1 [aktar bikti r… min mud arad tawfi r] (It's much more than merely saving) [ [2 [ ala mih mi l il ahab… wil d u dih hijih is-sabab] (The mark is like gold and the quality is the reason) [ [ 3 [alwad bih alha ilah… likul lil a ilah] (The tremendous meal for all family members) [ ... [4 Amer Adawi……..……………………………………………………………………………………. 13
[la i al-Punto wala ti ta r… xudha binafs is -si ir abil aja r] (Get Punto and don't be embarrassed before May at the same price) [ [ 5 Conti [muknisat kunti … imlu ha a a nik inti ] (Conti vacuum cleaner is specially made for you) In the last example, it can be noticed that the two rhyming words are from two distinct languages. One is Arabic " " [ inti ] (2nd person, fem.), the other is English "Conti". These phonological features (rhyme and alliteration) were already investigated by Al-Khatib’s study. They have been used as “attention -getting devices in the language of advertising” (Al-Khatib 1998:83). Moreover, these phonological devices could contribute to the ease of memorising the ad vertisements and their purpose and publicising the advertisements and subsequently the products.
4. Sociolinguistic features This sociolinguistic dimension in studying and analysing the advertisements has been
almost neglected in Jordan. Many linguists stressed the connections between discourse analysis and sociolinguistics. Al Kahtany (1996:5) stated that "the sociolinguistic roots of discourse analysis are indisputable." Moreover Enkvist (1977:19) showed that “we must accept that fact that stylistics often intersects with other areas of linguistics: … and sociolinguistics.” Below the major s ociolinguistic features of advertisements are amassed as noticed by the autho r. A. Simple spoken language Since the advertisements in the two newspapers are meant to be read by all Jordanians, the advertising language tends to be simple, colloquial, spoken one. A large number of the advertisements contained familiar words or even slang ones. The advertiser aimed at addressing people with their linguistic variety according to White (1993:77). This example was in an advertisement of foot-wear. [ [ 1 [Ciao faji wi alal mu wÐah] (Ciao is fashionable and sticks to the new mode.) Linguistic Fea 1 4............................................................................................ tures of Advertising Language
This example from an advertisement of a car "Picanto": [ [ 2 [Picanto mir ah mitlak] (Picanto (car) is joyful just like you.) Other examples of the familiar language in Jordan are shown below: [ [ 3 [ iSrif ala ki fak] (Purchase as you like) [ [ 4 [ma a al albarid ilmistari ] (Get your monthly salary for free) [ [ 5 [bala il arÐ] (The show/offer has started) In the last example the word [il arÐ] is vague for Arabic speakers. This word can be interpreted as "show" and "offer", since the word has several senses. Among these senses are "show" and "offer". The design of the advertisement triggered such vagueness as well. B. Humour This device adds some emphasis to the message of the advertisement through making readers pay attention to the content o f the advertisement. Humour can be done in the advertisements verbally or visually to show the products positively. In promoting some electronics, the advertisers used the phrase " " "red carpet". It is universally known that the red carpet is laid on the ground for very important visitors. However, the advertiser preferred the lay the red carpet for those electronic devices!! [ [ 1 [far na lha is-sid a d ila mar] (We laid the red carpet for them "electronics") Another example of the funny use of language is defined in the following instances: [ ![2 [ ala wah ha ih bidu b ibtumak aSbin annak] (Crispy Halawa "sweet" that melts in your mouth in defiance of you!) [ [ 3 [biSara ah Ða Tna ha kti i i i i r] Amer Adawi……..……………………………………………………………………………………. 15
(Openly, we pressed "decreased" them "the prices" very much!) C. Code-switching
For his part, Gumperz (1982:59) defined code-switching as a "…juxtaposition within the same speech exchange of passages of speech belonging to two different grammatical systems or subsystems." There is a very widespread tendency in Jordan to use English words, phrases and sentences in the advertisements. The examples below show some instances of code-switching in the advertisements. [1] The right choice for your occasions. ... [qa at sidi n lil i tifa la t… The right choice for your occasions ] (Sideen Celebration Hall… The right choice for your occasions. [2] ADSL TE Data [ADSL min TE Data] (ADSL from TE Data). [3] Kiss your razor goodbye ... [ iza lat a a ar i r almar u b fi h…Kiss your razor goodbye ] (Ultimate inhabitation of undesirable hair… Kiss your razor goodbye) [4] We save you more … [nuwafir lakum ak ar… We save you more ] (We save you more …we save you more) D. Loanwords Crystal (1991:205) pinpointed loanwords as words or forms that are coined when "both form and meaning are borrowed or assimilated with some adaptation to the phonological system of the new language." The issue of loanwords in advertisements in Jordan was addressed by Al-Saqqa (2001). Here are some examples of loanwords in advertisements. [1] ,4 16 , 128 , 5 ... , , ABS... , 2 CD Linguistic Fea 1 6............................................................................................ tures of Advertising Language
(Electronic injection, 4 cylinders, 125 horse-power, manual gearbox, 5 speeds, Centre-lock with remote-control, air-conditioner, radio and cassetteplayer with CD, aluminium rims, 2 air-bags, ABS brakes ) [ [2 ... ... ... __________ Air-conditioner features (Remote-control… Supplied with air purification filters… Economical powerful compressor… On/Off timer. ) [ [3 ... ... ... Toledo Wedding Halls (Luxurious buffet… Cake show… Photography… Video filming)
VI. Conclusion The previous studies of advertising language in Jordan contributed greatly to this linguistic arena. They introduced several analyses for this genre. Nevertheless, there were many features which have not investigated yet. This study aimed precisely at defining these neglected areas in advertising as a linguistic unit. Upon analysing the 80-advertisement sample from two famous newspapers, the following stylolinguistics characteristics/features of advertising language in Jordan were found: 1. Lexical features that are ambiguity, the use of imperative form and
idiomatic expressions. 2. Textual features that are long noun phrases, simple and short sentences, recurrence, syntactic parallelism and using questions. 3. Phonological features that are alliteration and rhyme. 4. Sociolinguistic features that are simple and spoken language, humour, the occurrences of code-switching, and loanwords. Amer Adawi……..……………………………………………………………………………………. 17
The unorthodox use of Arabic language in addition to code-switching and loanwords in advertisements could affect the purity of Arabic and destroy it (see Al Saqqa 2001). Also, it can be noticed that a colloquial variety of Arabic language is used heavily in the advertisements. This can evidently show that the colloquial language has been used in written form as well as spoken. The researcher noticed that the dialect of this colloquial variety is mainly related to the one that is spoken in Amman the capital city. This can be justified by Amman inhabitants' tendency to buy the advertised products and services rather than other areas' inhabitants do in Jordan. (Cf. Enkvist 1977:14 vis-à-vis recipients’ responses) The present paper limited itself to one mode o f advertising in Jordan, written advertisements. The analysis of commercials on TV could be an interesting area for any future research. The sociolinguistic aspect of advertising language in Jordan requires more investigation and research as well. Finally, this stud y gave me an invaluable opportunity to investigate this linguistic genre. ------------------------------------------------------------------------------------------------------------------------------------------------------------------------Linguistic Fea 1 8............................................................................................ tures of Advertising Language
Reading Conventions In transcriptions of Arabic sentences, most of the following special reading conventions were used. (IPA symbols) Arabic Equivalent Description ) ) Glottal stop Voiced bilabial stop Viceless dento-alveolar stop Voiceless interdental fricative d Voiced alveo-palatal affricate Voiceless pharyngeal fricative Voiced velar fricative Voiced dento-alveolar stop Voiced interdental fricative Voiced alveolar trill Voiced alveolar fricative Voiceless alveolar fricative Voiced alveo-palatal fricative Voiceless alveolar fricative Ð Voiced dento-alveolar emphatic stop Voiceless dento-alveolar emphatic stop Voiced interdental emphatic fricative Voiced pharyngeal fricative
Voiced velar fricative Voiceless labio-dentals fricative Voiceless uvular stop Voiceless velar stop Voiced alveolar lateral Voiced bilabial nasal Voiced alveolar nasal Voiceless glottal fricative Voiced labial-velar approximant Voiced palatal approximant Amer Adawi……..……………………………………………………………………………………. 19
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