Types of Meaning Exploited in Advert s Textuality: A semantic approach

Adverts are an artful deviation in the form taken by a statement. As a genre, adverts enjoy special distinctive features that manipulation of meaning is one of them. Semantics is the wider scope in which deviations are employed on the benefit of text s persuasiveness. A framework is developed for classifying types of meaning exploited in adverts textuality. The model adopted is Leech s (1974) classification of types of meaning. The paper focuses on how conceptual meaning and associative meanings are employed to get a unique, economic, effective, and persuasive advertising text. It is hypothesized that advertisers functionally employ associative meanings to modulate ideas, services, and objects promoted, and manipulate advertisees attitudes on the benefit of the advertising campaign. Different advertising examples are considered to be analyzed semantically with reference to their psychological persuasive effect on each type of meaning.