IDEAS home Printed from https://ideas.repec.org/a/gss/journl/v3y2018i3p410-430.html
   My bibliography  Save this article

Copy Writing Elements and Brand Relationship: An Analysis of Print Advertisements' Language

Author

Listed:
  • Anjum Zia

    (Associate Professor, Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.)

  • Nayab Javed

    (MS Scholar, School of Media and Communication, Beacon House National University, Lahore, Punjab, Pakistan.)

  • Muhammad Bilal

    (Research Scholar, Department of Media Sciences, Riphah International University, Islamabad, Pakistan.)

Abstract

Language and advertising are interconnected and play a significant role in communicating a message directly or indirectly. Direct roles concern buying decisions of the consumers while indirect roles establish a lasting relation of consumer with the brand. This research studies the language of copywriting of advertising focusing its role in developing consumer-brand relationship. The research uses mix of quantitative and qualitative methods based on the framework of Laswells model of communication. The study uses content analysis for examination of the language of print advertisements and the consumer brand relationship. Survey is used as method of data collection from magazines including Akhbar e Jahan and MAG published by Jang group of newspapers. The study finds that figurative language style is used more in Pakistani print advertisements in comparison to literal language. Moreover, the results prove that the copy writing of print advertisements does play a significant role in developing consumer-brand relationship.

Suggested Citation

  • Anjum Zia & Nayab Javed & Muhammad Bilal, 2018. "Copy Writing Elements and Brand Relationship: An Analysis of Print Advertisements' Language," Global Social Sciences Review, Humanity Only, vol. 3(3), pages 410-430, September.
    • Handle: RePEc:gss:journl:v:3:y:2018:i:3:p:410-430
    DOI: 10.31703/gssr.2018(III-III).23
    as

    Download full text from publisher

    File URL: http://gssrjournal.com/jadmin/Auther/31rvIolA2LALJouq9hkR/l7rR8LEJya.pdf
    Download Restriction: no
    File URL: http://www.gssrjournal.com/issue/Copy-Writing-Elements-and-Brand-Relationship-An-Analysis-of-Print-Advertisements-Language
    Download Restriction: no
    File URL: https://libkey.io/10.31703/gssr.2018(III-III).23?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Linguistic Analysis; Advertising Language; Figurative Language; Copy Writing; Print Advertisements; Brand Relation; Pakistan; Quantitative and Qualitative Method;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gss:journl:v:3:y:2018:i:3:p:410-430. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: M Imran Khan (email available below). General contact details of provider: http://www.humanityonly.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.