affectice meaning in advertising

AN ANALYSIS OF AFFECTIVE MEANING IN ADVERTISING

 

Affective meaning for some linguists it refers to emotive association or effects of words evoked in the reader, listener. It is what is conveyed about the personal feelings or attitude towards the listener. In affective meaning is focused on politeness. In affective meaning, language is used to express personal feelings or attitude to the listener or to the subject matter of his discourse. As Leech in Semantic-A Study of Meaning (1974) affective meaning refers to what is convey about the feeling and attitude of the speak through use of language (attitude to listener as well as attitude to what he is saying). Affective meaning is often conveyed through conceptual, connotative content of the words used.

Affective meaning, nowadays, is used by many companies in their advertising in a goal to make their product go public or well known by the society. They often use a phrases or simple sentence which can influence the customer’s emotion. In IPA awards advertising effectiveness is generally deemed to have been proved only when shifts in attitudes or increments in sales or margin can be linked directly to advertising activity (Broadbent 2000, Roberts 2002).

As we can see on the advertising pictures above, this is the cigarettes advertising from A mild. The company uses the function of affective meaning to make the costumer interesting intentionally about a music concert that is made by them. They use an effective statement “make music not war”. This statement can affect directly to the readers’ (costumers) feeling or emotion. It is because so many wars happen nowadays such as politics wars, a country to another country, etc. so with that statement the Company invites us to stop the conflict by making the music or listening the music. The Company wants to make the people united by music.

 

Another example we can see on the advertising picture below, it is a handphone -Advertising. The Company try to commerce their new product which is focused on games that they provide in the handphone system. They use a statement “GET OUT AND PLAY”, by using these words the company invites the reader that their product has an application which make the costumers feel that they are out from their room. By using those words, the company also tries to explain that their costumers do not need to go out from their rooms, they just need a handphone and play it, especially for people who does not need much time to do activity outside.

            From the two examples below, the writer can infer that affective meaning is important in advertising. Because by using the right words emotionally can affect the readers (costumers) to do their product.