Significant role of advertising in America

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In 29RangeRover below, the text is "Work hard. Be successful. Go someplace where none of that matters." Everyone would agree, we presume, that this can be elaborated in the context of the advertisement to: Work hard. And if you do, you will Be successful. And if you are successful you can buy a Range Rover. And then you can Go in it to someplace where none of that matters. This is what the advertisement means. But where do the parts of meaning shown in red come from? This is what we have to understand. In this case, Coherence provides the links between the sentences (e.g. "and if you do ..."), Relevance is what determines that you can buy a Range Rover and go in it to somewhere, for the context of the whole advertisement including Image for a Range Rover. And the presupposition here is that there is somewhere out there where "none of that matter"---in other words, that some utopian place exists for you to aspire to travel to, in your Range Rover.

6. Colors

The color choices advertisers make are more than aesthetic decisions; colors have been known to affect (and reflect) a person's mood or emotions, current style trends and cultural beliefs and symbols. According to paint company Glidden, colors represent personalities. Here's what they have to say about the following colors:

Pink, emotional in character, connotes a sensitive heart. Universally representing caring and sharing, pink indicates a strong personality. Pink is preferred by the affectionate and concerned individual. Gently, you offer love, attention and nurturing to those in distress and needing guidance.

Red, the single most dynamic and passionate color, symbolizes love, rage and courage. Demanding attention, red has great emotional impact. Those who select red are aggressive, impulsive and strive for success. The desire to experience the fullness of living leads to constant activity. 

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Orange is the color of autumn, spice, form and design. In bright tones, orange is jovial, cheerful and playful. Deepened, it becomes exotic and exciting. If orange is your choice, you have abundant energy with an eye for structure and organization. Your social nature finds you surrounded by family and friends.

Brown, sensuous in nature, represents an importance of hearth and home. It symbolizes physical comfort, ease and contentment. Should you seek brown, you are conscientious, steady and dependable. Your inner security, honesty and high virtue show that you take life seriously.

Yellow is truly joyous and virtuous in its purest form. Yellow exudes warmth, inspiration and vitality, and is the happiest of all colors. Yellow signifies communication, enlightenment, sunlight and spirituality. If your favorite color is yellow, this indicates that you look forward to the future, and that you are intellectual, highly imaginative and idealistic. You tend to have a cheerful spirit and have an expectation of greater happiness.

Green is the color of life, and represents freshness, security, and tranquility. Green creates an atmosphere that is calm and restful, and characterizes the intense power of nature. If you selected green, you seek stability, balance and persistence. You are moral and affectionate individual. Cool and constant, teal indicates stability and resistance to change. If teal is your favorite color, you are a sensitive individual, and have excellent taste. Optimistic and trusting, you have a high degree of faith and hope, easily trusting others.

The color of tranquility, blue is cool, soothing and orderly. The color of royalty, blue brings comfort and serenity to our lives. If you choose blue, you have a basic need for a calm, harmonious, and tension-free existence. Capable, conservative and sensitive to others, you make a loyal and trustworthy friend.

Violet, the color of luxury, indicates sensuality, passion, and depth of feeling.  
 

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This lavish color creates an unusual atmosphere and provides and unexpected essence. If you like violet, you tend to be unique, highly sensitive and observant. Creative and artistically talented, you tend to have a complex personality.

The cold influence of grey keeps it foreign, remote and distant. Grey is preferred by those individuals who put their noses to the grindstone. If grey is your favorite color, you tend to be a careful, articulate individual who is focused and dedicated to your commitments.

White suggests goodness, purity and innocence. Its elusive nature provides serenity and the essence of perfection. The individual who chooses white as a favorite color seeks excellence and enlightenment in all philosophies. Simplicity, purity and recognition are a constant endeavor.

7. Fear advertisements

Liu and Westmoreland observed that the most common words in advertisements are positive--new, good, soft, warm and free are the top five adjectives in female clothing advertisements. When it comes to advertisements that play off fears the focus shifts to negative words instead. It is example:

• advertisements that portrayed a problem before it has been solved ("before" advertisements) use an average of 2.5 negative words per advertisement; 
  -advertisements that portrayed a problem after has been solved ("after" advertisements) use an average of 1 negative word per advertisement; and 
  -advertisements that portrayed a problem both before and after it has been solved ("before and after" advertisements use an average of 2.4 negative words per advertisement. The most common words in energy bar advertisements seem somewhat obvious: they include descriptions of the product category (energy, protein, carb and bar); acknowledgement of the consumer/reader (you and your) and generic yet positive words (make, high, delicious and will).

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• There were 22 mentions of flavor-related words (like chocolate and almonds) and 94 total mentions of health-related words (calcium, nutrition, protein and whey, for example). More surprising is the number of words per advertisement, which averaged out at almost 46 words per advertisement. The most common number of words per ad is in the range of 24-31 words. Based on these numbers, energy bar advertisements place one to two full sentences or almost two to five sentence fragments (usually one or two appear in an average ad) per energy bar advertisement. The advertisements use long copy to detail the health benefits of their products and to give the consumer details such as ingredients or flavors that help differentiate the company's product from its competitors.

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Conclusion:

As far as linguistic conventions are concerned, advertisements take liberties in modifying the natural order of the language depending upon the product of advertisement and the target group of consumer, and in doing so, captures the listener’s or reader’s attention and enable them to arrive at certain point of understanding affecting the reference of the product and make the listeners or readers to reconstruct the linguistic organization that is meaningful to the realm of advertising. While commenting on the formal aspects of advertisement one can refrain oneself from making any value loaded comment from a strict ethical point of view but to incorporate the linguistic fall out of advertisements in the arena of language research , the media ad-s would eventually highlight the changing path of a new breed of urban discourse.