Abstract

As far as linguistic conventions are concerned, advertisements take liberties in modifying the natural order of the language depending upon the product of advertisement and the target group of consumer, and in doing so, captures the listener's or reader's attention and enable them to arrive at certain point of understanding affecting the reference of the product and make the listeners or readers to reconstruct the linguistic organization that is meaningful to the realm of advertising. The natural order of the language is thus modified, shaped and stylized by the copywriter according to the product of advertisement and the target group of consumer. The stylistic distinction between the general spoken form and the advertising language is considered integral by a copywriter to make direct-convincing communication as well as 'unavoidable' or indirect-convincing communication. The present paper aims at developing a framework for classification and analysis of the observed patterns of various advertising texts which has been felt to be a prerequisite to construct an experimental design (a sustained program of future research) to evaluate the extent of effectiveness of an advertisement by linking the patterns and types of advertisement to consumer responses, objectively.