The connection between advertisement and language

After reading the article” Class Distinctions in Potato Chip Advertising ” which is written by joshua freedman and dan jurafsky, I find something really interesting about the connection of advertising and language.

            Every product has its own group of costumers, and the different prices of the products shows the different social classes. If you want your group of costumers accepts your product, a very important part is make a good advertisement that attract them. For different social classes, they have different needs of products.

            There is a research of 12 different potato chips that shows people how different in advertising between expensive one and cheaper one. People who are in upper classes always buy the potato chip which is in a higher price, in this kind of advertisement, the company always use some beautiful words, and they also like to make some long sentences to make those upper classes people feel that they are knowledgeable. Higher price Potato chips also want to show it’s unique and comparative like “our unique baking process” or “least fat than other leading brands”. Another important point is that they always say that their potato chips is natural and healthy, because they know that people in upper classes think health is much more important than money. For people who are in lower classes, they more like potato chips in a lower price. In this kind of advertisement, the company often use some simple words and short sentences because in is more acceptable for those people who are not very knowledgeable. For these kinds of potato chips, they more like to show people their historicity and location like “using an old family recipe” or ”made in the great Pacific Northwest”, which is totally different with the upper classes advertisement.

            According to this passage, I learn that how to write a good advertisement to different classes. I also find that this fit my products like restaurants. Many small restaurant say that they have over 100 years doing this, and also some big restaurant like to say how special and healthy their raw materials are.