Truthfulness as a Factor in the Language of Advertising

There is a possible relationship between truthfulness and the language of advertisement is difficult and hard fact for most advertisers to believe in the world of communication. This has to do with freedom of expression associated with the use of figures of speech such as simile, metaphor, hyperbole, and euphemism (Crystal 1997). To those who hold this belief, there is no relationship we between ethics (from where we conceived the virtue of truthfulness) and the language of advertisement. Some do ask: what does truthfulness have to do with advertisement since it is persuasive? And, that what has truthfulness need to do with persuasion because persuasion often involves cajoling, coaxing, convincing, enticing and inducing. All these as a matter of fact involve exaggeration, falsehood, puffing, and embellishment and over estimation.These raise the question of morality in business. In the field of advertisement, we ask the question of professional ethics, and ethical codes of conduct in relation to advertisement practices. In the field of language, the society also seeks for truthfulness, because language be it of advertising or otherwise, is an instrument for action used to promote our purpose in dealings with others, and in communicating ideas that are divorced from emotion.

Truthfulness simply refers to the act of giving true information or facts (in exact manner) about something. Therefore, true statement is based on fact and not imagination or invention. In a broader sense, truthfulness in the world of Ifemesia “indicates a correspondence between one’s exterior conduct and internal convictions”; that it is agreement between a person’s words or signs and his inner persuasion (Ifemesia 1985:207). Truthfulness is an obligation and indeed a moral obligation. This makes truthfulness a moral virtue..