Critical Analysis of Language Power in Advertising Communication

Advertising, primarily seek to inform and persuade aside other identified functions. This explains its orientation more towards a target preferably identified by marketers or advertisers. To own an offer or product is not enough to sell. One must finally persuade audience to believe that to choose this offer, it is already to do a good deal. One goes, this way, from shape level to content one: that is to say, the message with its linguistic articulation. Each word conveys persuasion. This persuasion is source of power and domination. It leads, this way, to a domination play, where power, persuasion, manipulation, and constraints are at the core of the relation between advertisers and customers and prospects. This paper highlights constraints to which marketers and advertisers are facing with and use while they are designing a commercial and the way they exercise power in advertising messages.