The Aida Model : Wrong Spelling in Advertisements as an Attention-Seeking Device

In this paper the focus will be on commercial consumer advertising in print media, its functions in the advertising situation defined by the AIDA model and the role which language plays in fulfilling these functions. Therefore, I will give an analysis of chosen adverts including an unusual use of language in form of wrong spelling (e.g. Got2B, Motorazr, Absolut Vodka) in order to compare their effects with those of advertisements using standard language.