Linguistic strategies of food advertising. An overview

Dimitrie Stoica, Petru Alexe, Maria Garnai, Veronica Filimon, Maricica Stoica

Volume 23, Issue 4;
Pages: 194-197; 2017
ISSN: 2069-0053 (print) (former ISSN: 1453-1399), Agroprint;
ISSN (online): 2068-9551
To achieve the major objectives of food promotion, several, specific promotional methods can be used to communicate with consumers for a particular product. The combination of these methods constitutes the promotion mix for that product. The four elements of the promotion mix are food advertising, personal selling, public relations, and sales promotion. For some food products, the companies use all elements, instead for others, they use only two or three elements. The advertising is a source of pictures, signs, symbols and linguistic buildings that send persuasive messages about a food product and creates overtones and influences the behavior by stimulating emotions of the existing and potential consumers. The strategies of advertising are: visual strategies (image, signifier and signified), verbal and written strategies (linguistic characteristics). This study shows some linguistic strategies (figurative language, sound techniques) of advertising and emphasizes their powerful influence over food consumer and their behavior in a positive way.
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