An Investigation Into the Language Used in Childrens Advertising

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An Investigation into the Language used in Children’s Advertising











In my investigation I am going to analyse the language used in children’s television advertising looking specifically at whether the language used is aimed primarily at the children or their parents.


I have chosen to look at the language used in children’s advertising because I am interested in how the language of advertising can be used to influence children and their parents and am specifically interested in trying to analyse this for girls. I hope that I can also draw on my own early experiences to help me with
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The table above shows the number of words with 1, 2, 3 and 4 syllables and clearly shows that simple words of 1 and 2 syllables comprise the major part of this advert. Only one of the 3 syllable words is used in the main part of the advertisement which is aimed at the child, the other two are in the end part which is delivered by and directed at adults.

This advert is for a Chou Chou doll that has bruises that disappear when the area is warmed up. This is going on the idea that parents make their children ‘all better’ if they are hurt. This will appeal to young girls as not only is it a doll that they can play with but it is also something they can care for and ‘make better’ themselves, just as their parents do for them.

The sing song voice used in the advert mirrors the way a lot of adults talk to their babies and small children and little children learn by copying or imitating their parents so this advertisement could influence little girls by letting them behave like a grown up on a doll that gives them a reaction. They want the responsibility of looking after something and this
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