THE EFFECT OF THE TECH PRODUCTS ADVERTISING VOCABULARY ON CONSUMER PERSUASION

Abstract. It is obvious that words can have the most virtuous effect on anyone. However, it is even more obvious that inappropriate vocabulary or complicated terms may drastically worsen the process of understanding even some basic phenomena.

Irrespective of the field, the choice of the vocabulary and linguistic devices are the main tools that are used for the persuasion of people. This fact has been researched and examined thoroughly in a range of works. However, the field of tech is the most complicated area from the perspective of marketing and advertising since it requires a great number of procedures to prepare technical descriptions for ordinary consumers. Thus, the present research project is dedicated to the analysis of the modern approaches to the vocabulary choice for the tech products advertisements. In order to point out the best possible ways of developing advertising content for the field of tech, the approaches of the successful tech companies to advertising have been considered.

• The Object of the Paper is the Tech Industry Advertising Content by Google, Samsung, and Apple

• The Subject of the Research is the Analysis of the Effects of the Advertising Vocabulary on Consumer Persuasion by Means of Language Complexity × Processing Mode Framework

• The Objective of the Research lies in the Fact of Discovering the Most Efficient Ways of Promoting Tech Products and Persuasion of Ordinary Consumers

The present research project is tied to the field of Consumer Psychology, Marketing and Psycholinguistics.

The main problem of the present research project is closely related to the understanding of the most effective ways of choosing advertising vocabulary for the tech products advertising materials.

The present paper is highly inspired by the works of Ruth Pogacar, L.J. Shrum, Tina Lowrey, in particular “The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework”.

While working on the analysis of the advertising vocabulary choice we considered possible percussive impact on the potential consumers. In the process of the vocabulary analysis, the use of the two-dimensional framework allowed us to categorize complexity and processing mode of the vocabulary. The framework was developed by Ruth Pogacar, L. J. Shrum, Tina M. Lowrey in their project “The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework”.

In order to illustrate the significance of the advertising vocabulary choice we attempted to analyze the examples of the technical previews from the official websites of Samsung and Google. The project covers advantages and disadvantages of different ad-making approaches

Keywords: advertising, marketing, advertising language, advertising vocabulary, psycholinguistics