Linguistic Strategies for Targeting Generation Z in English-Language Marketing Campaigns

The research previously done on speech used in advertising was centered on exploring the role of specific words, phrases, and elements at micro levels, with researchers investigating the language used in commercials. While recently linguists have been emphasizing advertising discourse as a mode of linguistic production, an investigation into linguistic markers of luxury and prestige in the English-speaking market. This study adopts corpus-driven techniques to qualitatively investigate the zeitgeist of luxury advertisements. It aims to define linguistic features which commonly endorse notions of luxury and extravagance. This study uses linguistic markers, which represent linguistic imprints of concepts and ideas in communication.