17 Oct


Advertising forms an essential and unavoidable part of the marketing sector, where competitiveness is the hallmark feature. Advertising aims to be catchy and easy to memorize. Merchants use language quite distinctively. This includes saying strange or controversial things in unexpected ways and talking to people in a simple, straightforward way.

Analysis of the stylistics features of "Protex"

Style: The first part of the advertisement has written in a poetic style where the different characters of advertisement are pursuing the people and making imaginary by repeating the lines of the advertisement. i.e. 

"Are! hath to do loo, Bhabi! Thak gaya hon hath dho dho k, 

chachoo! virus abhi thaka nhi, Khatra abhi tala nhi, 

Germs ko na tum spread karoo, wash karo protex karo..."

The second part of the advertisement is written in a descriptive manner where the doctor is describing the importance of the product.

"Ap abhi apnaen naya protex anti-bectarial soap jo bemare phalane wale jaraseem k 99.9% safaya karta hai."

Signs, images, and colors: The audio-visual content and design in this advertisement have a very positive impact on the customer, and its language helps people recognize the product and remember it.  The performance of the different characters shows how to wash and when to wash hands and impacts on the people's psychology. It is also building an imaginary product in people's minds.

Figures of speech and other stylistic devices

Advertisers use figures of speech and other forms of language to make their messages stronger and easier to understand. These are the following figures of speech and stylistic devices in the given advertisement:

Rhyme is the repetition of the same sounding words or the same ending sounds, mostly at the end of lines. In this advertisement, there are several repeated sounds. For example, thaka nhi, tala nhi, spread Karo, Protex Karo, etc.

Pun means playing upon the words. The advertiser uses several puns in the given advertisement. For example, wash karo protex karo, protex karo wash karo, etc.

Personification is the attribution of a personal nature or human characteristics to something non-human. In the advertisement, there is a use of personification. For example, "Virus abhi thaka nhi,Virus may hai ab be Dham."

 Alliteration is the occurrence of the same letter or sound at the beginning of adjacent or closely connected words

For examplekaroon, karoo.

Tone: The tone of the advertisement is happy.

Theme: The theme of the advertisement is to persuade people to buy products.

Allusion is a passing reference, without explicit identification, to a literary or historical place, person, or another literary work. In this advertisement, there is a use of allusion. for example, Protex

Rhythm: The rhythm of this advertisement has some regularity. For example; chacho!wash karo, protx karo, virus abhi thaka nhi khatra abhi tala nhi,...

Parallelism: Language is designed in a natural pattern through the use of this. In rhyme and alliteration, there is phonological parallelism, where there is the repetition of sound patterns, and in syntactic parallelism, there is a repetition of sound structures, which makes language neatly organized in this advertisement. For example, “Ap abhi apnaen naya protex anti-bectarial soap jo bemare phalane wale jaraseem k 99.9% safaya karta hai."

Graphic Aspect of the Text: The graphic aspect of the text deals only with the graphic elaboration of the text. The selection of script, its color, type, and size is the inevitable part of making the given advertisement a good advertisement. For example; Tum be na relax karo, wash karo protex karo. 

Four Major Function

a-Attention Value: Adverts achieve attention value by breaking codes of language use, such as using incorrect spelling, phrases, puns, grammatical blunders, verses, semiotic deviations, or inserting language in unsuitable or unconventional contexts, as discussed in the above examples.

b- Readability: The style of this advertisement is colloquial, using easy and familiar lexicons.  Also, this ad is full of idioms, phrasal verbs, and abbreviations that show how colloquial it is.

c- Memorability: The information of an advertiser must be treasured by the receiver and identified as familiar. Repetition is one of the most common ways that ads try to get people to remember them. For Example, 

Protex karo wash karo, wash karo protex karo.at the end of the advertisement again there isWash karo protex karo.

d- Selling Power: Selling power only improves when the advertiser uses words according to the situation and audience. In this advertisement, the advertiser used the words "virus" and "Protex" to purse people to buy it. The repetition of lines also increases its selling power. For example, 

"Wash karo protex karo""Ap abhi apnaen naya protex anti-bectarial soap jo bemare phalane wale jaraseem k 99.9% safaya karta hai.""Protection k naya name protex"

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