The Use of English language in advertising with reference to Yemeni print media

Abstract

The current research is assumed to provide a vital contribution of advertising as it newlineis the first study in Yemen. The current study also attempts to fill a gap in the academic newlineresearch of advertising utilizing semiotics and texts as a tool to analyze the data. The newlinelanguage of advertising has become an important tool in the economy of modern society. newlineThe main objective of the study is to identify the use of English in Yemeni print media newlineand to analyze features of the language is structured for advertising purposes in newlinecommercial advertisements in Yemeni print media and to pinpoint specific persuasive newlinetechniques. The study hopes to through light on how the customers are expected to react newlineto the advertisements as well. The study not only surveys the trend or trends of newlinecommercial advertising in Yemeni print media from a linguistic point of view, but also newlineendeavors to pinpoint rhetoric devices the hidden means of persuasion used to convince newlinethe consumer of the excellence of the product or service or offer. The data are collected newlinerandomly from issues Yemeni print media such as magazines newspapers, posters, and newlineelectronic websites were published in the period 2012-2013. Language has a powerful newlineinfluence over people and their behavior. English in Yemen is going through a transition newlineperiod moving from being a foreign language into a second language; there is a growing newlineneed for English among the Yemeni people for different reasons. A large number of them newlinebelieve that knowing English is important for finding a decent job. Most of the Yemeni newlinepeople start learning English at class 4, which may result in a new generation speaking newlineEnglish fluently as a second language. More and more Yemeni parents are becoming newlineeducated and aware of the fact that English is the key of success. This is especially true in newlinethe fields of marketing and advertising. The choice of language to convey specific newlinemessage with the intention of influencing people is vitally important. The language of newlineadvertising is a very important tool in the modern civiliza