Adjectives as Persuasive Tools: The Case of Product Naming

Abstract

Adjectives are integral elements in linguistic structures whose main function is to identify, describe and modify nouns or pronouns. The main objective of this study is to focus on a frequent and ubiquitous use of adjectives in which an adjective, a highly effective persuasive tool, occurs solely without a head noun. This type is common in marketing when more precisely an adjective represents or stands for the name of a certain product. This use of adjectives is recurrent worldwide as will be shown through data analysis. The current study is a qualitative descriptive research that depends on analyzing data collected from several online sites referring to names of commercial products utilized in different countries. The analysed data represented by 66 products are categorized into two main groups. First, one word adjective phrases as in Orange, Idea and Pure. Second, multi word adjective phrases which are further subdivided into: two word adjective phrases as in Icy Hot; compound adjective phrases as in Fair and Lovely and adjective phrases with a premodifying adverb as in So Bright. The analysis focuses on highlighting the features and meanings associated with such products that render them worth buying. It is found that adjectives prove to be strong persuasive tools to the extent that producers and advertising agencies are urged to use them solely to name products. It is also found that some adjectives reflect socio-cultural aspects as in the case of the products called Organic which appeal to Western and European consumers, while products called Beiti or homemade have a strong appeal to Egyptian consumers.