A Sociolinguistic Study on Linguistic Deviation in Apple’s Advertisement

Authors

  • Qianyao Lin School of Foreign Studies, China Three Gorges University, Yichang 443000, Hubei, China
  • Xiaoqiong Hu School of Foreign Studies, China Three Gorges University, Yichang 443000, Hubei, China

DOI:

https://doi.org/10.53469/jssh.2025.7(01).18

Keywords:

Sociolinguistics, Linguistic deviation, Leech’s model of language deviation, Apple’s advertisement

Abstract

Apple Inc. is a globally leading company in the electronics and technology industry, whose remarkable success is attributed to the high quality of its products. However, the popularity of any product cannot be achieved without its advertising. Linguistic deviation is a common phenomenon and language strategy in English advertisement. English advertisement, as a means to attract consumers, uses a lot of language deviation, which makes the advertising language novel and unique, and stimulates people’s strong desire to make a purchase. This paper adopts a qualitative analysis method and studies six types of linguistic deviations in Apple’s advertisement----phonological, lexical, graphological, grammatical, semantic deviation and deviation of register under the guidance of Leech’s language deviation model and further explores the social factors behind these linguistic deviations in Apple’s advertisement. The study finds that phonologically, Apple’s advertisements frequently employ rhetorical devices such as alliteration, repetition, and consonance to create a harmonious and catchy rhythm. Lexically, the advertisers coin novel terms to communicate the innovative nature of the products. Graphologically, they offer readers a fresh experience by altering the visual form of words, even if it involves intentional misspellings. Grammatically, Apple’s advertisements tend to favor simple sentences and imperatives, often eschewing traditional grammatical norms. Semantically, the advertisers excel at utilizing personification and metaphor to bridge the psychological gap between the audience and the products. Finally, at the register level, they introduce unconventional expressions, despite their apparent mismatch with the electronics context, to highlight the uniqueness of Apple’s uniqueness.

References

Cai, Shaolian. “A Meta-pragmatic Analysis of Language Variation”. Foreign Language Research, 2006:77.

Rahman, F. and Weda, S. “Linguistic deviation and the rhetoric figures in Shakespeare’s selected plays.” XLinguae, 2019,12 (1):37-52.

Cook, G. Discourse. Oxford: Oxford University Press, 1989.

Crystal, D. A Dictionary of Linguistics and Phonetics. Oxford: Basil Blackwell, 2003.

Leech, G. A Linguistic Guide to English Poetry. London, New York: Longman, 1969.

Xia, Zhonghua. “On the Linguistic Variation of Advertisement”. Comtemporary Rhetoric, 1995 (2): 39-40.

Wei, Zaijiang. “The Language Deviations and Their Pragmatic Purposes in Advertisement”. Journal of SUPSL, 2002 (06): 27-31.

Lian, Pingping and Shen Xuexia. “On Language Variation in Advertising Language”. Journal of Guangzhou Radio & TV University, 2003 (4):39-41.

Huang, Conghui. “An Analysis of the Application of Lexical Variation in English Advertisement”. Marketing Circles, 2019:148.

Liu, Xueyun. “Chinese Network Language Variation Analysis from aSociolinguistic Perspective”. Journal of HUBEI Open Vocational College, 2019,32 (13): 143-145.

Zheng, Lanxin and Yang Wenquan. Variation and Standardization of “巨惠” and “钜惠” in Advertising Language. Applied Linguistics, 2018 (04): 85-94.

Li, Suqiong and Han, Xiaopeng. “Lexical and Syntactic Variation and Change in Chinese-English Translation of Advertisement”. Journal of Hunan First Normal University, 2015, 15 (01):105-108.

Wang, Chen. “On Net-speak Variation from Sociolinguistic Perspective”. Journal of Yuzhang Normal University, 2016, 31 (02):23-26.

Hayakawa, S. I. Language in thought and in action. IV edition. Harcourt Brace Jovanovich Publishers, 1978.

Zu, Lijun “Deviation and Translation”. Journal of North China Electric Power University (Social Sciences), 2007:107-112.

Ding, Shude. On Translation Skills. Tianjin University Press, 2005:290.

Zhang, Hui. “An analysis of Aesthetic Psychology of Language Variation”. Modern Foreign Languages, 1995 (02):43-46.

Halliday, M. A. K., & Hasan, R. Cohesion in English. London: Longman, 1976.

Urraci G. “Il gergo delle comunità di gioco online: motivazioni sociali ed aspetti linguistici.” L’Italia ei massmedia, 2012:419-438.

Fiorentino, Giuliana. “Nuova scrittura e media:le metamorfosi della scrittura, in Ead. (a cura di), Scrittura e società. Storia, cultura, professioni, Aracne Roma.”, 2007:175-207.

Tang, Ying and Feng Bobo. “The Relationship Between Aesthetics and Social Psychology in the Internet Era”. Contemporary Communication, 2019 (03):97-101.

Downloads

Published

2025-01-31

How to Cite

Lin, Q., & Hu, X. (2025). A Sociolinguistic Study on Linguistic Deviation in Apple’s Advertisement. Journal of Social Science and Humanities, 7(1), 121–127. https://doi.org/10.53469/jssh.2025.7(01).18

Issue

Section

Articles