... Much of this is done through the use of pictures and images, however words and language remove any ambiguity which these, left to themselves, might portray. Language has a powerful influence over people and their behaviour. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important. Copywriting, which is regarded as " salesmanship in print" (class notes: 04/11/03), is the art of persuasion and selling messages through literary devices. Generally speaking however, honesty, decency and truthfulness in advertising is the most fundamental concept in all applicable guidelines, standards, statutory law, rules and regulations (eg. the Code of Advertising Standards and the Code of Sales Promotion Practice - administered by the ASAI1; EU Directive 97/55/EC2; The Consumer Information Act, 1978). The language used in Property advertising A distinction may be drawn between the bulk of ...

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