The Role of Language in the Effectiveness of Social Advertising

Authors

  • Anastasiia Devos

    Department of Romance Philology and Comparative-Typological Linguistics, Borys Grinchenko Kyiv Metropolitan University, 04053 Kyiv, Ukraine
  • Iryna Onofriichuk

    Department of Journalism and Advertising, State University of Trade and Economics, 02156 Kyiv, Ukraine
  • Iryna Fedoryshyna

    Department of Advertising and Public Relations, Taras Shevchenko National University of Kyiv, 04119 Kyiv, Ukraine
  • Tetiana Dubovyk

    Department of Journalism and Advertising, State University of Trade and Economics, 02156 Kyiv, Ukraine
  • Iryna Buchatska

    Department of Journalism and Advertising, State University of Trade and Economics, 02156 Kyiv, Ukraine

DOI:

https://doi.org/10.30564/fls.v6i5.7036
Received: 12 August 2024 | Revised: 4 September 2024 | Accepted: 9 September 2024 | Published Online: 15 November 2024

Abstract

The study aims to analyse and evaluate language's role in shaping social advertising's effectiveness from a linguistic perspective. Methods. The survey method, the method of linguistic analysis and classification of linguistic strategies and techniques, and the Weissman-Ricks Emotional State Inventory (WRESI) were used in the study. The statistical analysis was carried out using the Pearson criterion. The validity of the methods was tested using Cronbach's coefficient. Results. 52% of advertising materials contain emotional words. This result indicates a strong reaction from the audience, which is confirmed by the high Pearson's coefficient (0.83). Words describing the problem were also prevalent in 47% of the advertising materials. They had a high Pearson's coefficient (0.75), which underscores their importance in clearly addressing the problem and strengthening the effectiveness of advertising. The highlighted language means helped to increase the emotional involvement of respondents. Thus, it contributed to the effectiveness of the advertising message. Conclusions. Language plays a crucial role in the effectiveness of social advertising. It conveys information and creates emotional connections with the audience, helping to form and maintain social beliefs and cause changes. This approach increases the effectiveness of social advertising and its impact on society. Prospects. Future research perspectives may include analysing the effect of different language strategies on various audience groups, considering their age categories, social status, cultural characteristics, etc.

Keywords:

Language of Advertising; Advertising Discourse; Advertising Novelties; Slogan; Linguistic Analysis; Language Means; Advertising Text

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How to Cite

Devos, A., Onofriichuk, I., Fedoryshyna, I., Dubovyk, T., & Buchatska, I. (2024). The Role of Language in the Effectiveness of Social Advertising. Forum for Linguistic Studies, 6(5), 737–748. https://doi.org/10.30564/fls.v6i5.7036

Issue

Vol. 6 , Iss. 5 (November 2024)

Article Type

Article

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Copyright © 2024 Anastasiia Devos, Iryna Onofriichuk, Iryna Fedoryshyna, Tetiana Dubovyk, Iryna Buchatska

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This is an open access article under the Creative Commons Attribution 4.0 International License.