From Vernacular Roots to
Global Appeal: The Evolution of Advertising Language in
India
Dr. P. Sasi
Ratnakar1, Prof. Sharada Allamneni2
ABSTRACT
Adopting a comparative
approach, this paper explores the evolution of advertising language
in India. The paper will attempt to trace the changing approach of
Indian media from late eighteenth century to our contemporary times
to highlight the enduring importance of language as a core element
of successful advertising. By delving into the linguistic choices
made by different advertisers, our analysis will focus on factors
that influence these language selections, the intended impact on
target audience, and the logic behind the growing preference for
English in Indian advertisements notwithstanding the nation's
multilingual landscape. Citing ample illustrations, the paper will
analyse how the advertisers/agencies’ make strategic use of
figurative language (e.g., metaphors, similes) as a persuasive tool
to influence consumer behaviour. The paper will thus endeavour to
contribute a deeper understanding on the evolving dynamics of
advertising language in the Indian context.
Key words: Advertising language, evolution, historical vs.
contemporary, India, linguistic choice, figurative language.
