LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 25:9 September 2025
ISSN 1930-2940

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Words that Sell: A Stylistic Inquiry into Hindi and Bengali Advertisements

Dr. Kavita Yadav
Suvam Sen
Dr. Abhijeet Satsangi and
Dr. Siddharth Chauhan

Abstract

Commercial advertisements leverage linguistic tools to enhance appeal, engagement, and persuasion. These tools not only contribute to the overall allure of the advertisements but also serve to highlight the brand identity and product functionality. The present study endeavours to systematically investigate these intriguing aspects across select Hindi and Bengali commercial advertisements through stylistic analysis. The study incorporates a systematically curated corpus of 100 Hindi and Bengali commercial advertisements spanning diverse products, with a distribution of 50 drawn from audio-visual media and the remaining from print media. Employing an observational approach, the collected data undergoes meticulous linguistic analysis, leading to the identification and categorisation of prevalent linguistic tools and devices. The ensuing examination delineates the nuanced functions of each linguistic device employed in Hindi and Bengali commercial advertisements, substantiating the discussion with illustrative examples. Furthermore, the research provides statistical insights into the frequency of occurrence for each type of linguistic tool, elucidating variations in their utilisation across Hindi and Bengali commercial advertisements, thereby contributing to the interdisciplinary exploration of language and media.

Keywords:Linguistics, Stylistics, Hindi and Bengali Advertisement, Tagline, Linguistic Tools

Introduction

Advertising is considered a type of communication because it has impacted not just the way we speak and live, but also the everyday interactions we have. Advertisements surround us everywhere; we see huge billboards, pages of newspapers filled with all kinds of ads, corners of our television screens, and constant interruptions in all the content that we watch or hear on the radio (El-Dali, 1996). Elements such as brand logos, names, and jingles related to these brands are ingrained in the consciousness of each one of us (Beasly and Danesi, 2010). In all these commercials, language plays a crucial role. Everyone is in a race to make the most attractive and creative ad to attract consumers. They try to add layers of meaning, depth, allure, and persuasion to woo the customers and to convey the message. Some of the advertisements are very creative; they are loaded with metaphors, similes, and alliterations, among other linguistic devices at our disposal, including prose and poetry with multiple meanings, also promising simple products to be something profound and life-changing.

These advertisements are crafted with catchy slogans, clever wordplay, and persuasive rhetoric to leave a long-lasting impression on our subconscious minds. In recent times, it has also been noticed that in some cases, the advertisement and the products are not even remotely close or associated in any way. By creating such advertisements, brands try to work on the minds of consumers and make them more engaged with the ad. Advertisements are one of the categories that brands use to influence consumers. Taglines are the most concise and effective way a brand can present itself and its products. Taglines capture the identity of the product and convey a message by relating it to the lives of the consumers. Brands, through these taglines, try to capture the attention of customers by including various linguistic and cultural features depending on their audience. It is believed to have a power that engages and inspires the audience but also leaving an indelible mark on the psyche of the customers. These taglines are made in such a way that they are remembered by the customers.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Dr. Kavita Yadav
Jawaharlal Nehru University, New Delhi
&
Suvam Sen
Independent Scholar
suvam.sen2727@gmail.com
&
Dr. Abhijeet Satsangi
Institute of Applied Sciences and Humanities,
GLA University, Mathura
&
Dr. Siddharth Chauhan
Amity School of Languages
Amity University Lucknow Campus

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