Writing Resources
CHAPTER 1 INTRODUCTION 1 1 OVERVIEW In advertising the kind of tone used in the language for an advertisement is important because it can affect the delivering of the message in order to understand to take action to inform to educate or to entertain the audience When the tone of language is being misunderstood in an advertisement it will cause the advertisement to have failed in reaching its message to the audience possibly due to negative connotations or lack of impact in the style of language Although the use of tone in language needs to be appropriate to the subject of the advertisement it is also important that it can deliver the message more interestingly or gives strong impact towards the viewers 1 2 PROBLEM STATEMENT We have come to an era where the visuals on an advertisements isn't solely the only reason for the advertisement to successfully catch the attention of the public however it is also important to consider that the tone of the language used should be impactful and meaningful as of a complement to the visual Malaysia are still lacking in a diverse usage of tone of language in the advertisements Local advertisements that are seen around the country are commonly to sound straightforward in the messages therefore it may be perceived as dull or uninteresting or the advertisements may have an inappropriate use of language such as innuendo tone which delivers a negative connotation and will affect people's perception of the advertisement and the brand
