ii Dissertation for the Degree of Doctor of Philosophy, Ph.D., in Business Administration Stockholm School of Economics, 2017 Understanding advertising stereotypes: Social and brand-related effects of A strong company name and tagline can make or break a product. To acknowledge the history and development Language is the ultimate power in advertising. According to Dębski 2006, the main task of advertising is to inform potential customers about the product or service and induce interest in a product or service. Advertisement & Marketing Communication i About the Tutorial Advertising and Marketing Communications is an art and technique of developing and communicating messages to promote the products/services. Azirah Hashim (2010), in his article "Englishes in Advertising" deals with language choice, code-switching and the role of English in Malaysian advertisements. Graphics plays an important role in the advertising industry. People are constantly reading on social media, albeit not in the conventional sense. 2. In order words, graphic design is synonymous with advertising industry. BACKGROUND Effective advertising is not just about selling the product. When crafting a marketing campaign or service strategy, brands must be mindful of the role that language plays. forms also extends to the lexical level. 12 Leech quotes the following adjectives to be among the most frequent ones in advertising language: new, good / better / best , sure , delicious , free , fresh , … Particularly adjectives with a positive meaning play a major role in advertising language. It looks at the meaning or definitions of e-learning as given by different researchers and the role that e-learning plays in higher educational institutions in relation to teaching and learning processes, and the advantages and disadvantages of its adoption and implemention. Language can play a big role in how we and others perceive the world, and linguists work to discover what words and phrases can influence us, … It is possible that the evolution and progress of humanity have, as a deeper root, our communication skills. implications of this analysis for language in advertising and Section 5 provides conclusions. This is because the nature of advertising is such that it thrives visual representations of products, services, concepts and ideas. To mention the words graphics design immediately brings into mind advertising. 1.5 Classification of Advertising 1.6 Role of Advertising 1.7 Scenario of Indian Media 1.8 Summary 1.10 Key words 1.11 Self Assessment Exercise 1.12 Suggested Readings 1.1 OBJECTIVES The main objectives of this lesson are to understand the basic concepts of advertising and its definition. With the advent of social media and web 2.0, the written word has become more prominent than ever. The use and abuse of language has allowed us to push our thinking to the outside - or distort its content - and send misleading messages, which in disciplines such as marketing can severely affect the level of persuasion a brand would like to achieve on its consumers.