Evaluating the Effectiveness of Songs in Advertisements: A Cognitive Stylistic Study

Abstract

Advertisements fulfil a significant role in social life by directing and guiding consumer actions and practices and shaping cultural norms. They not only support products and services but also reproduce and strengthen societal standards and norms. This paper explores the functionality of songs used in advertising within the field of cognitive stylistics. This field of research offers useful information into how cognitive processes and linguistic choices interact to form the interpretation and influence of discourses. The research questions are: (1) How do cognitive stylistic features enhance the influence of songs on advertising? (2) How do cognitive stylistic features shape customers' attitudes and behaviours? To examine the research questions, this paper uses a qualitative analysis method. The data is made up of a song used in advertisements, which will be investigated to detect cognitive stylistic elements and their influence on consumer viewpoints and behaviors. We hypothesize, through applying the mixed cognitive stylistics model, that the manifestation of cognitive stylistic aspects in songs enriches their functionality in grasping and captivating the intended audience. The findings have themes for advertisers, offering perspectives on how to successfully interact with their target audience through songs and how to evaluate the effectiveness of their advertising efforts.