Language used in advertisements in English Dailies

Abstract

This study entitled ''Language Used in Advertisement in English Dailies'' is an attempt to analyze the features of language used in advertisement. The main objective of this research was to find out the features of language used in advertisements of the daily newspapers in English version. In order to fulfill the objectives of the study thirty advertisements from 'The Himalayan Times' and 'The Kathmandu Post' were collected and studied. Fifteen advertisements from each daily were randomly selected. This means only secondary sources were used to collect the data. Then the features of language used in the advertisement of product, institution and vacancy announcement of the two national dailies, were analyzed. The research shows that hyperbole is commonly used in all the advertisements. The advertisement of products are colourful with different sizes of letters. Advertisers do not use negative sentence structures in any advertisements.

This thesis consists of four chapters. The first chapter includes general background. It deals with the importance of the English language in the present situation, the main features of language used in advertisement, types of advertisement, techniques of advertisement, history of advertisement and designing of advertisement. It also contains review of the related literature, objectives of the study and significant of the study. The second chapter deals with the methodology adopted for the study which includes source of data, tools for data collection, process of data collection and limitations of the study. The third chapter presents analysis and interpretation of data. Chapter four consists of the findings and recommendations of the study. Eventually, references and appendices are attached.