Linguistic Creativity in Advertising: The Role of Rhymes and Repetition in Bengali Television Advertisements

DOI

10.2991/978-2-38476-533-1_24How to use a DOI?

Keywords

Advertising; Phonological Devices; Bengali Television Advertisements; Rhymes; Repetition; Linguistic Creativity; Media Language

Abstract

Advertising functions not only as a commercial tool but also as a dynamic form of media communication, where language plays a central and strategic role. In order to capture attention, build emotional resonance, and enhance memorability, advertisers frequently rely on creative linguistic devices. Among these, rhymes and repetition stand out as particularly effective techniques. These stylistic elements, often associated with poetic discourse, contribute to the rhythm, appeal, and persuasiveness of the message being conveyed.

The present study explores the use of rhymes (at the phonological level) and repetition (at the morphological and lexical levels) in Bengali television advertisements, aiming to understand how these features contribute to the overall impact of the ads. The data comprises a sample of 100 television advertisements broadcast between 2015 and 2025, selected through random sampling. The analysis employs a documentary research method to examine linguistic patterns, while also focusing on the rhetorical and figurative aspects of language used in the advertisements.

The study finds that rhymes and repetition are employed not merely for aesthetic enhancement but as deliberate linguistic strategies designed to increase recall, reinforce brand identity, and engage the target audience. The findings suggest that these elements play a crucial role in shaping the communicative effectiveness and creative appeal of Bengali television advertising. This analysis contributes to a broader understanding of the intersection between language, media, and marketing within a regional and cultural context.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Najima Begum
AU  - Rita Saha
PY  - 2025
DA  - 2025/12/31
TI  - Linguistic Creativity in Advertising: The Role of Rhymes and Repetition in Bengali Television Advertisements
BT  - Proceedings of the International Conference on Smart Systems and Social Management (ICSSSM-2 2025)
PB  - Atlantis Press
SP  - 394
EP  - 407
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-533-1_24
DO  - 10.2991/978-2-38476-533-1_24
ID  - Begum2025
ER  -