The present paper aims to highlight the linguistic tools and techniques used
in the language of advertisements. The study becomes significant as the language used
in the advertisements is purposely and deliberately created. The deliberate use of
language makes the advertisements eye-catching and gets the attention of its viewers.
This study investigates 75 different Indian TV advertisements and does linguistic
analysis at phonological, morphological, and stylistic levels. At these three levels, the
study reveals the use of phonological devices; such as rhyme, alliteration, and
assonance; morphological devices; code-mixing; the degree of comparison,
hybridization, and reduplication; and stylistic devices; antithesis, apostrophe,
hyperbole, metaphor, onomatopoeia, and personification. Besides these devices, the
study also focuses on graphological and national aspects that play an essential role in
the advertising language.