| Abstract |
| Advertising in modern society has been growing both in quantity and quality. Besides its economic function, it is now expanding its range of influence even into social and cultural fields. Therefore this study went through the characteristics and structure of the language of broadcast advertising by theoretically, presenting the advertising system and its influence in the social and cultural backgrounds. Also it presented improvements and solutions for the examined problems of the language. Advertising can be described as a text which shows its functional side of the language expression. Meanwhile, if advertising is considered not as an unilateral speech but as `communication between a sender and a receiver(consumer)`, its linguistic influence on the language of everyday life should be quite potent. With this point, advertising can be said as a medium which reflects the of language mostly used in the times.Therefore, to study the aspects of advertising language is very significant. This study is to examine the functions of language expressions chosen to catch consumers` attention efficiently, the influence of the characteristics of the language expressions used among the public, the problems occurred when using those expressions and the alternative measures to solve them. Lastly, the study proved that the social and cultural influence of advertising was great indeed, especially the language of advertising was easily accepted in the society, which led to a conclusion that more intense regulation is needed. This also means that the language itself has a great social power and also a lot of meanings. But above all things, it is necessary to make a balance between the regulation and the autonomy in the language of advertising. When there is a public awareness of understanding the advertising more in the cultural and economic point of view, advertising will be developed in better ways. |
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| Key Words |
| Visual Advertisement, Broadcast Advertising, the Language of Advertising, Influence |
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