The power of compliments: A socio-linguistic view into social advertisement

With the accent of information and communication technology tools of the 21st century, consumption has been under a strong influence of globalization processes, changing communication systems, and developing the spending power of both businesses and individuals. Because of an easy access to communication tools and information, the consumer spending power strengthens and their attitudes and opinions gain voice. At the same time, a pressure on business subject to take over their responsibility share in helping to resolve social problems amplifies. Marketing practices have striven to recognize these changing rules with adjusted advertising strategies. Reflecting the new role distribution of the market, a strategy shift from product oriented campaigns to consumer value recognition can be observed, especially through social advertisement campaigns. The purpose of this paper is to provide an alternative, sociolinguistic perspective into the psychology of the consumer by analyzing cases of successful marketing communication that aim at the consumer values rather than at the brand or product. Particularly, campaigns adopting the format of compliments in their advertising messages were identified and analyzed, to point out the potential of this communication format. Being strongly personal and value oriented with a positive charge in its nature, compliments amplify their potent communication power aimed at the recognition of the consumer in the modern times. Adopting a detailed content analysis, the study brings a unique, multi-disciplinary perspective to the understanding of marketing communication of the modern times.