MODELS AND METHODS IN MODERN SCIENCE
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ROLE OF LEXICAL DEVIATION IN ADVERTISEMENTS
Ne’matova Arofat Dilshod kizi
Teacher at the Department of English Functional Lexics
Uzbekistan State World Languages University
E-mail: arofatnematova@gmail.com
https://doi.org/10.5281/zenodo.11525037
Annotation
: This article explores the concept of lexical deviation in
advertising and its effectiveness in grabbing attention, creating brand
personality, and crafting memorable messages. The author highlights how
advertisers use puns, wordplay, unexpected juxtapositions, and deviated
grammar to make their ads stand out. Examples include Snickers' "You're Not
You When You're Hungry" and M&M's "Melts in Your Mouth, Not in Your Hands"
slogans. Furthermore, the article discusses how lexical deviation helps establish
brand voice, citing Old Spice's "The Man Your Man Could Smell Like" campaign
and Dove's "Real Beauty" movement. Memorable taglines like Nike's "Just Do It"
and Apple's "Think Different" are presented as prime examples of the power of
deviated language in advertising.
Key words:
Lexical deviation, advertising, puns, wordplay, taglines,
slogans, humor.
Annotatsiya:
Ushbu maqola reklamadagi leksik og'ish tushunchasini va
uning diqqatni jalb qilish, brend va esda qolarli xabarlarni yaratishdagi
samaradorligini o'rganadi. Muallif reklama beruvchilar o'z reklamalarini
diqqatga sazovor qilish uchun qanday qilib so'z o'yinlari, kutilmagan
qo'shimchalar va og'ishma grammatikadan foydalanishini ta'kidlaydi. Bunga
misol qilib, Snickersning “You're Not You When You're Hungry” va M&Mning
“Melts in Your Mouth, Not in Your Hands” shiorlarini keltirish mumkin. Bundan
tashqari, maqolada leksik og'ish brend yaratishga qanday yordam berishi haqida
gap boradi, bunda Old Spicening "The Man Your Man Could Smell Like"
kampaniyasi va Dovening " Real Beauty " harakati keltirilgan. Nike-ning "Just Do
It" va Apple-ning "Think Different" kabi esda qolarli shiorlari reklamada
og'ishgan til kuchining yorqin namunasi sifatida taqdim etilgan.
Kalit so'zlar:
Leksik og'ish, reklama, o'yinlar, so'z o'yini, shiorlar, hazil.
Аннотация:
В данной статье исследуется понятие лексического
отклонения в рекламе и его эффективность в привлечении внимания,
создании индивидуальности бренда и создании запоминающихся
сообщений. Автор подчеркивает, как рекламодатели используют
каламбуры, игру слов, неожиданные сопоставления и отклонения от
грамматики, чтобы выделить свою рекламу. Примеры включают слоган
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Snickers «You're Not You When You're Hungry» и слоган M&M «Melts in Your
Mouth, Not in Your Hands». Кроме того, в статье обсуждается, как
лексические отклонения помогают укрепить голос бренда, ссылаясь на
кампанию Old Spice «The Man Your Man Could Smell Like» и движение Dove
«Real Beauty». Запоминающиеся слоганы, такие как «Just Do It» от Nike и
«Think Different» от Apple, представлены как яркие примеры силы
нестандартного языка в рекламе.
Ключевые слова:
Лексическое отклонение, реклама, игра слов, слоганы,
лозунги, юмор.
The author concludes by acknowledging the importance of using lexical
deviation strategically to avoid confusion and ensure message clarity.
In the ever-crowded marketplace of ideas, advertisements fight tooth and nail to
capture our attention. They bombard us with visuals, sounds, and persuasive
language, all vying for a coveted spot in our minds. But how do some ads manage
to cut through the noise and leave a lasting impression? One powerful tool in
their arsenal is lexical deviation.
Lexical deviation refers to the deliberate departure from standard vocabulary
and usage in language. In advertising, this manifests in a variety of ways, from
witty puns and neologisms (made-up words) to unexpected word choices and
metaphors. By deviating from the expected, advertisers create a sense of
surprise and intrigue, making their message more memorable and engaging.
Let's delve deeper into the role of lexical deviation in advertising and explore
some famous examples that demonstrate its effectiveness:
1. Grabbing Attention: The Power of the Unexpected
In a world saturated with ads, the first hurdle is simply getting noticed. Lexical
deviation shines in this regard. Puns, wordplay, and unexpected juxtapositions
can jolt viewers out of their mental autopilot and force them to pay attention.
Snickers "
You're Not You When You're Hungry
" Campaign:
This iconic
tagline uses a simple lexical deviation – the replacement of "
you
" with
"
You're Not You
" – to create a memorable message. It cleverly taps into the
universal experience of hunger-induced crankiness.
M&M's "
Melts in Your Mouth, Not in Your Hands
" Slogan:
This classic
tagline employs a clever rhyme scheme and a play on texture ("
melts
" vs.
"
hands
") to differentiate M&M's from messy chocolate alternatives.
2. Infusing Personality: Creating a Unique Voice
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Lexical deviation allows brands to inject personality and a sense of humor into
their communication. This can foster a connection with the target audience and
make the brand appear more relatable and approachable.
Old Spice "
The Man Your Man Could Smell Like
" Campaign:
This
campaign took the internet by storm with its unexpected use of a
sophisticated, silver-haired gentleman targeting a younger demographic.
The tagline, "The Man Your Man Could Smell Like," uses a humorous twist
on traditional masculinity to grab attention and create a unique brand
voice.
Dove "
Real Beauty
" Campaign:
This campaign deviates from the
stereotypical beauty standards often portrayed in advertising. By using
the tagline "Real Beauty" and featuring women of diverse shapes, sizes,
and ethnicities, Dove established a unique voice that resonated with a
broader audience.
3. Enhancing Memorability: The Power of the Sticky Phrase
Lexical deviation can weave magic when it comes to crafting memorable slogans
and taglines. A cleverly deviated phrase can become a cultural reference point,
constantly reminding consumers of the brand.
Just Do It
(Nike):
This short, powerful tagline uses the imperative mood
("Just Do It") to inspire and motivate consumers. The deviation from
standard sentence structure creates a memorable, action-oriented phrase.
Think Different
(Apple):
Apple's "
Think Different
" campaign deviates
from the expected by using a verb ("
Think
") as an adjective ("
Different
").
This simple yet impactful phrase encapsulates the brand's innovative and
rebellious spirit.
4. Emotional Connection: Evoking Feelings Through Language
Lexical deviation can be a powerful tool for evoking emotions in viewers. By
using evocative language, metaphors, and sensory details, advertisers can create
a deeper connection with their audience.
L'Oreal "
Because You're Worth It
" Campaign:
This empowering tagline
uses a simple lexical deviation ("
worth
it
") to convey a message of self-
confidence and self-worth associated with the L'Oreal brand.
Folgers "
The Best Part of Waking Up is Folgers in Your Cup
" Campaign:
This tagline uses emotional language ("
best
part
") and imagery ("
cup
") to
create a warm and comforting association with Folgers coffee.
The Art of Balance: When Deviation Works (and When it Doesn't)
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While lexical deviation offers a plethora of benefits, it's crucial to wield it with
care. Excessive deviation can lead to confusion or unintended meanings. The key
lies in striking a balance between being creative and ensuring clarity of the
message.
Lexical deviation is a powerful tool in the advertiser's arsenal. By strategically
deviating from the expected, advertisers can capture attention, create
memorable messages, and forge emotional connections with consumers.
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