Language has a powerful influence over people and their behaviour and this is especially true in the fields of marketing and advertising. So the choice of language to convey specific message with the intention of influencing people is vitally important. But before I can discuss how can a life insurance company improve its advertising, I would look at the language used in advertising first.
Marketing is defined in the Dictionary of contemporary English (1995:872) as the activity to try to sell a company's products by advertising, using attractive packages. …
