Language has a powerful influence over people and their behaviour and this is especially true in the fields of marketing and advertising. So the choice of language to convey specific message with the intention of influencing people is vitally important. But before I can discuss how can a life insurance company improve its advertising, I would look at the language used in advertising first.
Marketing is defined in the Dictionary of contemporary English (1995:872) as the activity to try to sell a company's products by advertising, using attractive packages. Therefore I can say marketing is a way companies sell their products to the community that needs them or consumers. The following are some of the terms used in marketing packaging, selling, advertising, promotion of products and many more, but these are the terms I'm going to use much on my essay. The essay will also be based on advertising, as it is part of marketing.
Advertising is purely an economic activity that is used by advertisers for the purpose of selling or letting customers aware of their services. To add on that I got a definition of the word advertising from Dade (1989:1) and reads that "a paid announcement intended to give information about a product or service or to persuade people to behave in a certain way." Some people also argued that advertising is so persuasive in the sense that it has the ability to change, shape social trends and mould personal attitudes, therefore they say that its influence is unwanted, regarded as bad influence. But all that it does is to make people aware of a service that is its price, availability and its purpose.
Life insurance companies play an increasingly important role in the financial sector. This increased importance of life insurance as a provider of financial...