The Use of Idioms in Advertisements

‫استخدام التعبيرات االصطالحية في االعالنات‬

May Salih Abu Joloud

‫يً صانح اتٕ جهٕد‬. ‫و‬

Abstract

The power of advertising is immense. Producers of commercial goods

and services routinely pour vast sums into promoting their wares through the
advertising media, knowing that a successful campaign can win them vital
market share , and that failure to advertise effectively can have devastating
results . The function of advertising is promotional ; to draw our attention.
In order to achieve this function it must reach its target audience , then
capture that audience with a message that is both attractive and memorable.

From a linguistic point of view, the language of advertising must be

informative, instructive , distinctive and persuasive . It must employ a style
of language that will help in attracting people`s attention and at the same
time passing the information across . One of the linguistic devices used in
advertising is the use of idioms. Idioms are used in advertisements because
they are familiar to most potential customers in a society , where an element
of an idiom is slightly changed or replaced by another word to create a pun
and consequently a connection with a product.

Idioms are frequently used in commercial advertisements as a rhetorical

device to promote a given product by creating humor, attracting the reader`s
attention and adding persuasive force to the message . They also reflect the
cultural preferences and traditions of the country, therefore they can be
fruitfully used for pedagogic purposes to raise awareness of the specific
linguistic and cultural features of the foreign language.

The research discusses the use of idioms in advertisements by analyzing

examples chosen randomly from the advertisements websites.It also
discusses the concept of advertisements , the language of advertising and the
use if idioms in advertisements.

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1- Advertising

Advertising has been defined as " a powerful communication force

and a vital marketing tool helping to sell goods and services, image and
ideas" ( Wright, 1983: 8). It is a message that seeks influence; a
communication system that reaches out to an unknown audience and intends
to affect and inform. Advertising may also be seen as " a group of activities
aiming at and including dissemination of information in any paid product or
service to compel action in accordance with the intent of identifiable sponsor
" ( Doghudje, 1985: 8).

Advertisements are predominately used for commercial purposes;

especially for the so called consumer advertising where the intention of of
the ad is the marketing of a certain product. Commercials and
advertisements function by means of persuasion – the messages are defined
in a manner that influences the way the consumer perceives goods.

The expression " advertising" derives from the medieval Latin verb "
advertere" and means " to direct one`s attention " . Advertising has a long
history , Wright ( 1983:4) points that advertising started in ancient Babylon
in about 3000 B.C when inscriptions for an ointment dealer, a scribe and a
shoe maker were made on clay tablets. Sandage and Fryburager( 1963: 6)
argue that Egyptians first wrote runaway- slave announcements on papyrus
at about 3200 B.C . While in Greece and Rome lost – and- found advertising
on papyrus was common. Wall or rock paintings for commercial advertising
is another manifestation of an ancient media advertising form.

As the economy and trade were expanding during the 19 th century the
need for advertising grew. Gradually, advertising transformed into a modern,
more scientific and sophisticated concept. New visual techniques have been
launched. Not only the content of the message is important, but also the
form.

Bloor and Bloor (2007) state that advertisements can come in a

multitude of shapes and via different media :print,film,radio,electronic( the
internet, electronic billboards,etc). Most often, advertisements are
multimodel, exploiting both linguistic and pictorial resources. They may
involve human or animal actors or animations. They can contain hundreds of
words,one word or no words at all. Sometimes they don’t even mention the
thing they are advertising, but rely on intertextuality and mutual knowledge
to make the connection.

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 It goes without saying that advertising means promotion of goods,
services and companies and that marketers see advertising as part of an
overall promotional strategy. Geoffrey Leech(1966:25) states that the most
frequent and important type of advertising is " commercial consumer
advertising" ; advertising directed towards a mass audience with the aim of
promoting sales of a commercial product or service. However ,Woods(2006:
6-30) states that not all forms of advertising are aimed at simply selling
commodities; ( social advertising) are companies that encourage us, for
instance, to give up smoking , avoid speeding or donate money to charitable
affairs. Moreover, (political advertising) has been a key weapon in the
armory of politicians , and not necessarily in its most obvious form. As an
example of non- commercial advertising, we may mention appeals from
associations and societies whether their purposes are charity or political
propaganda:

" Thanks to the Unicef, this little girl in Somalia knows she won`t
have to quit her school"

2-TheLanguageofAdvertisements

Rodenrick (1980:4) defines advertising as " a message specified by

its originator, carried by a communication system and intended to influence
and\ or inform an unknown audience" , and since human language serves as
a means of cognition and communication; it follows that advertising is a kind
of communication between the creator of advertisement and the consumer.
That communication seeks to persuade the consumer to purchase goods or
services. The message of the advertisement may address us directly or
indirectly, subtle or even subliminal. The function is to draw our attention
with a message that is both attractive and memorable.

Leech(1966:25) posits that " most advertising language comes under

the broader heading of " loaded language" that is aimed to change the will,
opinions or attitudes of its audience" Leech refers to the general style used in
advertising as public colloquial because formal language is difficult,
therefore advertiser favor a colloquial style to make contact with the general
public regardless of their level of education.

In their study,Ezejdeaku and Ugwu (2010)discuss some of the

linguistic devices used in advertising and they include:

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1-Alliteration: this involves the repetition of speech sound in a
sequence of nearly words; e.g. Peak of the Pack (milk advert).
2- Idiophones: this refers to words whose meanings are derived
from their sounds.

3- Repetition: this is a situation in which a particular word is

repeated in the same construction for either emphasis or
memorability; e.g. Sharp Mind, Sharp Product (Sharp`s advert for
cameras)

4- Acronyms: this is a kind of shortening device whereby the first

letter of several words are picked out and pronounced together
to derive a new word. e.g. BOGOF (MTN telephone company
advert) the word BOGOF is an acronym for: buy one, get one
free.

5- Personification: this attributes human qualities to non-

human entities.

6-Pun: this refers to play upon words that are almost identical in
sound but contrast sharply in meaning ;e.g. The Real Virgin has
Arrived ( Virgin Airline advert)

7- Clichés: a cliché may be described as a saying which has

become trite because of over- use; e.g. All That Glitters is no
Gold ( Skoda Fabio car advert).

In her thesis Lapsanska( 2006:27) states that " advertising

language often uses the techniques similar to those in poetic
texts. The advantage of so- called mnemonic devices( rhyme,
rhythm, alliteration and assonance) is the mnemonical effect. It
guarantees that the receiver of the advertisement better
remembers the text and recalls it at the right moment".

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 In addition, Lapsanska( 2006: 32-38) discusses the use of certain
lexical means in advertisements including:

1- Fixed phrases, idioms and collocation ( A smooth Move Hair Removal

from Head-to- Toe)

2- Quotations of famous people and statements of historical persons ( I

think, therefore I Mac)

3- Proverbs and sayings

4- Names of literary work, films or television programmes (Not Trying would

be a Greek Tragedy)

5- Formation of new words and phrases( neologisms), e.g ( don`t

send jobs to India, send them to Idaho! LOL)

6- Blending: it is a process of fusing the elements of two different words,

e.g.( Egg is the least Eggspensive form of nutrition).

Wordplay has been shown to be an effective means of fulfilling the

persuasive function of promotional language in business communication by
capturing and holding the reader`s attention. "Wordplay or ( pun) is a
witticism that are frequently used in commercial advertising as a rhetorical
device to promote a given product… puns that rely on the different
meanings of polysemic words, literal and non-literal senses of idioms and
bringing two homonyms together produce witty remarks that are used for
its effect on playing with different levels of language" ( Laviosa,2005: 25) ,(
see for comparison, Zahra Akbari,2004: 1-6)

3- Idioms in Advertisements

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An idiom is an expression ( term or phrase) whose meaning cannot be
deduced from literal definitions and the arrangements of its parts, but refers
instead to a figurative meaning that is known only through conventional use.
In linguistics, idioms are figures of speech that contradict the principle of
compositionality (the principle- which tells the meaning of a complex
expression is determined by the meanings of its constituent’s expression
and the rules used to combine them. ( Richards and Schmidt,2002:42 ;
Fromkin and Rodman,1988:236-239).

Idioms have multiword character ,they are fixed and they have common
figurative meaning. “Idioms are conventionally defined as clusters of words
whose meaning cannot be read off their constituent parts, although it is
important not to lose sight of the often metaphorical origin of a particular
idiom “(Simpson, 2004: 93) e.g :

She washed her hands of the matter

The figurative meaning is :she refused to have anything to do with the matter

According to (lapsanksa,2006:36) idioms are used in advertisements because

these constructions are familiar to most potential customers in a society. The
idiom or a proverb in a text may be used without formal changes, or in a
creative way. Where an element of an idiom is slightly changed or replaced
by another word to create a pun and, consequently a connection with a
product; e.g.

All that glitters is style

( the advertisement of Skoda Fabia car)

This is an obvious deconstruction or replacement of the popular idiom ( All

that glitters is no gold)

If the picture accompanies the text, the picture usually does not represent the
figurative, but it represents the image and the representation of the literal
meaning and its constituents ;e.g

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Challenge us- and get yourself a bigger slice of the cake ( Siemens
Financial Services advertisement)

The idiom ( bigger slice of the cake) means a share of the available money or
benefits that you have a right to, the picture of the ad represents two happy
young women eating a cake.

4- Analysis of Idioms in Advertisements

1-Good Old Days Goodness :

The expression (good old days) is a popular BBC television light

entertainment program me which ran from 1953 to 1983 . As an idiomatic
expression it means a time in the past when you believe life was better. In
this ad the idiom is used to describe the one of a kind flavor of Howard
Johnson ice cream

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2- Blow your Mind Away :

The original meaning of this idiom that :to overwhelm someone and to excite
him . In this ad, it is used to describe the amazing taste of (Burger King) and
since the meaning of the idiom means to overwhelm someone because it is
exactly surprising , the picture of the ad pictures a woman who is astonished
, opening her mouth and ready to taste the Burger King.

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3- It Grows on Trees :

The idiom (doesn’t grow on trees) is used to give the meaning of not being
abundant , or expendable. In this ad, the positive form of the idiom is used to
give the consumer the impression that he can drink as much as he desires
from (Sun- Ripe) juices because simply they are abundant.

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4- Tip of Iceberg:

The meaning of the idiom : a small evident part or aspect of something

largely hidden. The ad pictures the new techniques of Sanyo digital camera
used under water. The idiom is used to give the impression that the sea hides
unseen world and Sanyo camera is capable of picturing the hidden world, the
picture of the ad magnifies the word (berg) to shed light on the idea that only
Sanyo can make invisible hidden part of the sea visible to everyone.

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5- To Make a Hash of it :

The idiom was used to announce for the London Olympics 2012. The
original meaning of the idiom is that : hash is a dish of chopped meat,
potatoes and vegetables and usually browned and the idiom means
reworking or restatement of already familiar material. The ad shows the
London Olympics torch and a sentence which says( we promise not to make
a hash of it ) ; it means that the Olympic team promises that the event will
be original, innovative and surprising.

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6- Flag a Dead Horse :

The ad shows (Pedigree) food foe dogs, with the idiom in an interrogative
pattern (who said you can’t flog a dead horse?). The original meaning of the
idiom is :to insist on talking about something that no one is interested in, or
that has already been through discussed. The use of the idiom in the ad
makes use of the negative form of the idiom; it means that we can discuss the
great qualities of ( Pedigree) over and over again because simply we are the
best.

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7- Think Small :

The ad promotes for VolgesWagen small cars. The expression used (think
small) is the opposite of the well-known idiom (think big) which means that
one should have big hopes, dreams and plans for the future. The ad wants to
say that one should change the attitude , make an exception and think small
by buying VolgesVaagen cars .

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8- May the Forks be with you :

The original idiomatic expression ( May God be with you) which is used as a
prayer asking for God`s mercy and protection. The ad shows the use of the
idiom in a different form to suit the promotion of the restaurant in order to
encourage people to get into it. The word (forks) was added as a touch of
humor.

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9- Get your Hands on :

The idiom ( get your hands on it) means to have , get and own something.
The ad shows a picture of Toyota car and the sentence ( get your hands on a
Toyota) to encourage us to buy one.

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Conclusions

-Advertising is widely regarded as the driving force behind our consumerist

culture; it is a stunning powerful means of communication and it mixes in a
highly interactive way with genres of modern art like music and films.

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- Advertising slogans or catchphrases pass into everyday usage to draw our
attention and keep in our minds the availability and desirability of a
product, service or brand.

- In order to reach its target audience, advertisements need to be

attractive and memorable. Much of the power of advertising derives from
language; no other field is so much creative in producing so few, carefully
chosen words.
- One of the most intriguing aspects of the creative language used in
advertisements is idioms . The idiom is a group of words that has a special
meaning that is different from the ordinary meaning of each separate
word. Idioms are fixed and they have common figurative meaning.

- The research focuses on the fact that idioms have been shown to be an
effective means of fulfilling the persuasive function of promotional
language in advertisements. They are used because they are familiar to
most potential consumers. Idioms may be slightly changed to create a pun
and consequently a connection with a product.

- Unfamiliar idioms and partial knowledge of the meaning of idioms can

result into wrong deduction of figurative meaning of idioms and
consequently undermine the effectiveness of the message intended by the
advertisement. The research has dealt with examples where additional
information and explanation are necessary to explain the figurative
meaning of idioms to consumers whose English language is not their native
language.

- Idioms reflect the cultural preferences and traditions of a country,

therefore; advertisements which employ idioms can provide us with an
excellent opportunity to learn about different languages and cultures.

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- Knowing the specific cultural context that gives rise to an advertisement
is often essential to disambiguate the subtle intended meaning conveyed
by the creative use of promotional language.

- Since idioms are the mirror of cultural aspects of a society, they can be
fruitfully used for pedagogic targets to enrich the field of foreign language
studies based on the specific linguistic features of these languages.

References

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An Introduction.London:London Education.

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-Ezejideaku,Emma;Ugwu,Esther(2010).” The Linguistics of Newspaper

Advertising in Nigeria”. Available at http:// www.languageinindia.com ( Accessed
: 11th January 2012)

-Fromkin,Victoria;Rodman,Robert (1988).An Introduction to

Language.Orlando,Florida:Holt,Rinehart and Winston,INC

-Lapsanksa, Jana. “ The language of Advertising with the Concentration on the

Linguistics means and the Analysis of Advertising Slogans”. Available at http:\\
diplomovka.sme.sk\zdroj\3091.pdf (Accessed: 8thMay,2012)

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Function”.Available at http:\\ www.Loviosa\ScriptaManet.Sdutsj:edus.si (Accessed
:4th April,2011)

-Leech, G. (1966). English in Advertising.London : Longman.

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-Richards, Jack; Schmidt,Richard (2002).Longman Dictionary of Language
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-Rodenrick,w. (1980).Advertising: what it is and How to Do It.Surrey:Routledge.

-Sandage,C.H,Fryburager;Vernon ( 1963).Advertising Theory and Practice .Illionis

:Irwin INC

-Simpson,Paul (2004).Stylistics:A source Book for Students .London : Routledge

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Analysis .London: Hodder Education

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-http:// www.webdesigns.com

-http://www.wastetimepost.com

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 ‫استخدام التعبيرات االصطالحية في االعالنات‬
‫و ‪.‬يً صانح اتٕ جهٕد‬
‫ملخص البحث‬

‫نألػالَاخ ذأثٍش كثٍش ‪ٔ ،‬نزنك ٌسؼى اصحاب انصُاػاخ ٔانًاسكاخ انرجاسٌح نرٕظٍف‬
‫االػالَاخ تغٍح انرشٌٔج نثعائؼٓى ٔذخصٍص يثانغ ظخًح ذُشصذ نهرشٌٔج ػٍ يُرجاذٓى ‪ٔ .‬ألٌ‬
‫انغاٌح ًْ انٕصٕل نهًسرٓهك ‪ ،‬نزنك ٌجة اٌ ٌُجح االػالٌ فً نفد َظش انًسرٓهك ػٍ طشٌق‬
‫اػالٌ الفد ٔجزاب َٔاجح ‪.‬‬

‫يٍ انُاحٍح انهغٌٕح ‪ٌ ،‬رٕجة ػهى االػالٌ انرجاسي اٌ ٌكٌٕ ٔاظحا ٔيقُؼا ٔغٍُّا تانًؼهٕياخ‬
‫‪ٔ .‬يٍ االسانٍة انهغٌٕح انشائؼح فً االػالَاخ ًْ ذٕظٍف انرؼثٍشاخ االصطالحٍح خاصح انًؼشٔفح‬
‫يُٓا ‪ ،‬ار ٌرى ذٕظٍف ْزِ انرؼثٍشاخ االصطالحٍح ألغشاض تالغٍح ٌٔجشي ذثذٌم تؼط اجزاء‬
‫انًصطهح تًا ٌرٕافق َٕٔع انثعاػح انًطهٕب ذشٌٔجٓا ٔذسٌٕقٓا ‪ .‬االيش انزي ٌخهق اثشا فكاٍْا فً‬
‫– تؼذ‬ ‫تؼط االحٍاٌ فعال ػٍ ذؼًٍق انذٔس االقُاػً انزي ٌرٕجّة ػهى االػالٌ انُاجح انقٍاو تّ‬
‫َجاحّ فً نفد َظش انًسرٓهك ‪ -‬اظافح نًا نهًصطهح يٍ ذأثٍش حًًًٍ كَّٕ ٌرأصم فً نغح ٔثقافح‬
‫انًسرٓهك ‪ٔ .‬نزنك ًٌكٍ ذٕظٍف االػالَاخ ألغشاض ذؼهًٍٍح َظشا نًا ذُطٕي ػهٍّ دساسرٓا يٍ‬
‫سفغ انجاَة انرٕػٕي تأًٍْح انًزاٌا انثقافٍح ٔانهغٌٕح انكايُح فً دساسح انهغاخ االجُثٍح ‪.‬‬

‫ٌرُأل ْزا انثحث يفٕٓو االػالَاخ ٔ نغرٓا ٔاسرخذاو انًصطهحاخ فٍٓا ٔكٍفٍح ذٕظٍفٓا‬
‫تاخرٍاس يجًٕػح يٍ االػالَاخ انرجاسٌح انًٕجٕدج فً انًٕاقغ االنكرشٍَٔح ‪.‬‬

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