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.
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.