From Awareness to Appreciation: The Influence of Advertising Language

Abstract

Advertising language plays a crucial role in shaping consumer perceptions and influencing purchasing decisions. This study explores the journey from awareness to appreciation of advertising language among consumers. It examines how different elements of advertising language—such as tone, rhetoric, and message framing—affect consumer awareness and their subsequent appreciation of advertisements. Through a mixed-methods approach, including surveys and focus groups, the research investigates consumer responses to various advertising strategies and assesses the impact of language on brand perception and engagement. The findings highlight the significance of nuanced advertising language in fostering deeper connections between consumers and brands. By identifying key factors that enhance appreciation and understanding of advertising messages, this study provides valuable insights for marketers aiming to craft more effective and resonant advertisements.

Keywords

Advertising language, Consumer awareness, Brand appreciation, Marketing communication, Rhetoric in advertising, Message framing, Consumer perception