By Learning English
  The use of language in visual art was in the past very restricted till the early twentieth century, when Braque and Picasso started using language in their works (paintings) and since then photographers and artists started adopting the concept of language in visual images. Nowadays, images either in the media or TV, or ads, the use of words has become a very crucial component that helps encouraging the viewers for products and to admit the ad images.

    David Galenson says that language has an essential impact in Ruscha throughout his works. He became famous for his images such as standard gas station California’s icons, Fox Logo in the 20th century. Then, he increasingly moved to painting single words, often are portrayed as three dimensional objects. He sees that becoming interested in words is a result of printed media influence. For Ruscha, books, magazines, newspaper-words- could be more meaningful.

     In other words, language played a crucial role in the development of art such as Ruscha’s paintings, Braque and Picasso as well. Galenson here gave us the example of Ruscha’s paintings and he talked about the importance of language in images, thus, the words in images take visual interests among the people of the community. Visual rhetoric can be a manifestation of communication that creates meaning or constructs an argument. In addition to that, the main function of the advertisement is to give us  the most persuasive message to buy the right prospect, the usage of visual rhetorical figures by advertisers for developing and creating the convincing advertisement's message is not a random case.

      The function of language in advertising is to express feelings, offer advice, inform and persuade, describe or create. Advertising language can either follow “a prescribed path of advertising clichés” or have the freedom to “deviate from it and from the rules of the language  itself” (Leech, 1972, p.  4). Moreover, the fact of advertising different kinds of products “means making different choices of language and in particular different choices of vocabulary” (Leech,


No can deny that using language in advertising has a huge influence on consumers. Thanks to a smart using of language, companies can make the happiness of people depend on purchasing products. There is always that bright that touches the receiver’s feelings. I am sure you have been exposed to such experience. This does not apply to adults but also to kids. However, most people are not aware how much they are affected by the use of language in media. That brings us back to the article psychology in advertising and  Connotation and Denotation

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