DOI
https://doi.org/10.47689/2181-3701-vol2-iss5-pp135-141Keywords
value , image , appellative-emotional function , product , service , sociolinguistic portrait , social stratification , stereotyping and cultural capitalAbstract
Sociolinguistics in advertising discourse examines how language is used in advertising to convey messages, influence consumer behavior, and reflect or reinforce societal norms, values, and identities. This field involves analyzing language choices—such as vocabulary, tone, accent, register, and cultural references—that are strategically employed to appeal to specific social groups or create particular meanings.
In this context, sociolinguistics provides insights into how language operates at the intersection of communication, culture, and society. It reveals how advertisements construct and communicate meanings that resonate with diverse social groups. By understanding how language shapes identity, appeals to emotions, and reinforces cultural norms, advertisers can design more effective and targeted campaigns. At the same time, sociolinguistic analysis uncovers implicit messages and power dynamics within advertising discourse, shedding light on how consumer culture is constructed through language. This article explores theoretical perspectives on the representation of sociolinguistic aspects in advertising discourse.
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