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These ads try to convince the public that dreams may
come true and problems, from the most trivial to the most
complex ones, may be solved through the purchase of products
like cars, microwave ovens and washers.
The testimony of a famous personality is also another
form of psychological appeal. According to 0'DONNELL & TODD
(1980), "the advertisers hope that some of the prestige
associated with the communicator of the message will be
transferred to their product.""® That is why it is common
to see famous people like Pelé announcing vitamins (Vitasay),
Brigitte Bardot and Jacqueline Bisset selling soap (Lux), and
Michael Jackson or Madonna advertising soft drinks (Pepsi).
The aim of having artists and well-known people testifying in
favor of a product is to create the right image for that
product so that people remember the brand name and become
loyal to it ("brand loyalty", p. 16). A brand name and its
brand image are very important in advertising because they
can either guarantee the success of a campaign or ruin
!
someone's
business.
2.3.2 Stylistic features
The style (i.e., the relations among participants) of
this kind of language can be defined, according to LEECH
(1966), as "colloquial rather than formal and simple rather
than complex.It is colloquial or informal because it "can
be characterized as having a greater amount of abbreviation,
shortening, contraction, and deletion; it is brief, to the
point, and grammatically
streamlined.