International Research Journal of Education and Technology

Language is one of the most powerful tools used in advertising. Through words, slogans, and messages, advertisements try to attract attention, influence thinking, and encourage people to buy products or services. Advertising language is not used randomly; it is carefully chosen to persuade consumers by appealing to emotions, logic, culture, and personal identity. This paper studies how language works as a tool of persuasion in advertising media such as print advertisements, television commercials, and digital platforms. The study focuses on different linguistic strategies, including word choice, sentence structure, meaning, and implied messages. It also explains how advertisers use emotional appeal, cultural references, humour, and storytelling to influence consumer behaviour. Special attention is given to Indian advertising, where multilingualism, code-switching, and cultural values play an important role. Examples from popular brands like Amul, Fevicol, Zomato, and Coca-Cola are discussed. The paper also highlights ethical concerns related to advertising language, such as manipulation, stereotyping, and misleading claims. With the rise of digital media and social networking platforms, advertising language has become more personalised and interactive, increasing its persuasive power. The study concludes that advertising language is not merely informative but deeply persuasive, shaping consumer attitudes and social values. Understanding these strategies helps consumers become more aware and critical of advertising messages.

Keywords: Advertising language, persuasion, media discourse, rhetoric, consumer psychology, digital advertising