Unfolding the Linguistic Features of Newspaper Advertisements in India

Main Article Content

Anisha Chugh
Amrita Sharma


The language of advertisements aims at precise, clear, pointed, and arresting communication. Like all communicative endeavours, in advertising, getting the message across is of prime importance. However, the use of language in advertising is of a particular character because the advertiser cannot afford to be delinquent or uncritical. The aim of this paper is to investigate the extent to which rules or conventions of the English language are broken in print advertising. It also shows the practical usage of linguistic features especially figures of speech in newspaper advertisements. This paper is based on many concrete examples that strengthen the theoretical part of the paper.

Article Details

How to Cite
ChughA., & SharmaA. (2012). Unfolding the Linguistic Features of Newspaper Advertisements in India. HOW Journal, 19(1), 157-168. Retrieved from https://howjournalcolombia.org/index.php/how/article/view/43
Reflections and Revision of Themes
Author Biographies

Anisha Chugh, BPS Women’s University—Khanpur Kalan (Sonipat)

Ms. Anisha Chugh holds an M.Phil. in ELT. She is pursuing her Ph.D. (Applied Linguistics) from BPS Women’s University, Khanpur Kalan (Sonipat) India. She has worked as an Assistant Professor in S.D. College, Hansi. Presently, she is working as a lecturer in English at Govt. Sr. Sec. School, Umri at Kurukshetra.

Amrita Sharma, BPS Women’s University—Khanpur Kalan (Sonipat)

Dr. Amrita Sharma holds a Ph.D. from Punjab University, Chandigarh. Presently, she is working as an Associate Professor in English in BPS Women’s University at Sonipat. She has teaching experience of more than twelve years. She is also a certified trainer of BEC, Cambridge ESOL.


Cuddon, J. A. (1999). The Penguin dictionary of literary terms and literary theory. London, UK: Penguin Books.

Hicks, W. (1998). English for journalists. Oxon, UK: Routledge.

Leech, G. N. (1966). English in advertising. A linguistic study of advertising in Great Britain. London, UK: Longman.

Pathak, R. S. (2005) Matrimonial advertisements in India: A sociolinguistic profile. South Asian Language Review, 15(2). Retrieved from: http://www.scribd.com/doc/35949993/Matrimonial-Advertisements-in-India

Salzmann, Z. (1993). Language, culture and society: An introduction to linguistic anthropology. Boulder, CO: Westview Press.

Weir, W. (1960). On the art of advertising. New York, NY: McGraw-Hill.

Whorf, B. L. (1956). Language, thought, and reality: Selected writings of Benjamin Lee Whorf (Edited by J. B. Carroll). USA: MIT Press.

Wren, P.C. & Martin, H. (2009). High school English grammar and composition. New Delhi, IN: S. Chand & Company Ltd.