The language of advertising and linguo-stylistic features of its text

Carlsberg. Probably the best beer in the world.
EFG Private Bank: … in tune with our clients.
An investment bank of global intelligence. Warburg Dillon Bank.
The purpose of the main advertising text is to tell in more detail about the advantages of the advertised product. The development of the main argument in the main advertising text is based on a number of different techniques: this may be an indication of the high quality of the subject of advertising, an appeal to the rational principle, an appeal to emotional sensory perception, the use of well-known images and socially significant stereotypes, emphasizing exceptionally favorable terms of sale, as well as a direct conviction of the need to purchase. The main advertising text varies in length from a relatively small (20-30 words) to a fairly detailed (80-100 words). The structure of the main advertising text reflects the communicative strategy chosen by its compilers, and can be based on the following communicative models: the inverted pyramid model; advertising comparison; plot or dramatized advertising; advertising-instruction; advertising-dialogue; advertising-question or riddle, paradox; advertising with the participation of famous personalities; advertising with the participation of ordinary consumers. The inverted pyramid model means that the first phrase of the text, in which the most important and weighty arguments are concentrated, carries the greatest information load. For example, in an advertisement for an English consulting firm «London Economics»: London Economics is Europe’s Leading economics consultancy. We have over 80 consulting staff in London, Melbourne, Boston, Brussels, Dublin and Tokyo and operate worldwide. Our clients include major multinational companies, governments and international agencies.
Advertising-comparison is based on the comparison of the advertised product with similar, but presented by other firms and organizations. At the same time, the laws of the advertising market prohibit giving the name of a competitor company, so as not to harm its business reputation, for instance: All investment banks say they do the same things. One does them differently. Warburg Dillon Bank has a global mandate, yet our thinking is a world apart from standardized, rigid and restrictive.
Plot or dramatized advertising is most often used on television, since it is the capabilities of television that allow you to "dramatize" an advertising idea, embodying it in the form of a specific plot, as, for example, it is done in a series of commercials for English chocolate "Twiks". The main text of instructional advertising is a consistent description of consumer actions, made in the form of instructions, which successfully combines the necessary argumentation with a stable, easily recognizable form of text. The advertising-dialogue communicative model is successfully used both on radio and on television, providing the compilers of the advertising text with unlimited opportunities in the manifestation of originality and wit. The argumentation in the main text of the advertising question is constructed in the form of a series of questions- The world is shrinking. Whereas your scope is constantly growing. Theoretically. And Practically? After all what could be closer to your wishes than a bank with a perspective as broad as your own? Are you looking for partner near you? Simply call our automatic fax service in Germany.
The communicative strategy of advertising with the participation of famous people is based on the consumer's trust in the testimonies of the stars about the high quality of the goods, as well as on the desire to imitate one or another prestigious image. Do you want to be like the courageous Pierce Brosnan in the role of James Bond? Wear an expensive Swiss <> watch. Advertising based on the testimonies of the average consumer is also highly effective and is often used as a communication strategy for building the main advertising text. The so-called echo phrase (in the English version of tagline) completes the verbal part of the advertising text, which also carries a large functional load. Firstly, the echo phrase repeats the main advertising argument in one form or another; secondly, it gives the advertising text completeness. In the final echo phrase, the name of the advertised trademark or product sounds in combination with a memorable expression or advertising slogan, for example: Swiss Line. The right direction. Star Alliance. The airline network for Earth. Mitsubishi Electric. Sometimes invisible, sometimes high profile, always at the front.