A descriptive analysis of phonological features of advertising language used in english slogans for food and drink products

Abstract

Creating advertising slogans can be called an art of copywriters. Investigation into successful slogans is a good way to discover the effectiveness of exploiting a language to persuade and make impressions on other people especially consumers. Different advertising slogans of many famous food and drink products are analyzed on the phonological level. The result indicated that at least one rhetorical sound device is utilized in more than 60% of 112 advertising slogans for food and drink products. Rhyme becomes the most popular sound device and alliteration is the second most common one whereas assonance and onomatopoeia are not frequently used in food and drink slogans. The investigation hopefully can serve as an informative source for both pedagogical and research purposes and becomes a motivation for other researchers to carry out further studies.