The appellative function of language seeks to generate a response from the receiver.
The appellative function is a form of language use that seeks to provoke a reaction in the recipient . The sender, in this framework, is responsible for transmitting an indication , a suggestion or an order , waiting for a return or response.
It can be stated that the appellative function uses conative language . This adjective ( conative ) refers to the intention to achieve an influence on the behavior of the person who receives the communication.
It is important to note that the appellative function is one of the language functions described by the Russian linguist Roman Jakobson , who was born in 1896 and died in 1982 . In addition to the appellative function, Jakobson mentioned the referential function , the metalinguistic function , the emotive function , the poetic function and the relational function . All of them can be associated with purposes or intentions.
Objective of the appellative function
The objective of the appeal function is to encourage an action in the recipient . Through the use of different linguistic resources, it tries to influence their behavior.
Interrogative sentences and the imperative mood can be used by the appellative function. Therefore, this function of language can present both a question and a command. Likewise, in some cases persuasion is proposed, while in others it is presented as a demand.
Choosing the appropriate resource depends on several factors. The communicative context , the relationship that exists between the sender and the receiver and the characteristics of the message are some of the elements that must be considered when establishing communication .
Areas of use
The areas of use of the appellative function are varied. It is common for it to be used in colloquial language , whether in a family, among friends, etc. It can also be used in the workplace and in the academic field.
However, the appellative function is usually associated with certain particular terrains. It is especially important in advertising , marketing and political propaganda , where the aim is to cause a reaction in the recipient.
In this way, advertising campaigns, slogans, advertisements, political speeches and other types of statements with similar characteristics are constructed with the appeal function of language.
In marketing, the appeal function is usually used.
The appellative function and activism
The appellative function is relevant in social and political activism . When you want to recruit people or gain membership, you need to seduce and convince.
An opposition party that calls for a social mobilization against the government will intend for the recipients of its message to respond by participating in the march. For his part, a candidate who makes a political speech during an electoral campaign will want to influence voters so that, at the time of voting, they elect him.
Its importance for companies
As we already indicated, advertising and marketing assiduously exploit the appellative function of language. Every time they address potential consumers or users, they do so with the idea of promoting new sales.
In the late 1990s , a Sprite slogan that stated: “Listen to your thirst” was very popular in Argentina . As could be seen, the recipient was ordered to satisfy his desire to quench his thirst, of course with the brand's soft drinks.
Among the famous slogans that give orders , Kit Kat's also stands out: "Have a break, have a Kit Kat" , which can be translated as "Take a break, have a Kit Kat" . This is how the recipient is told to buy a chocolate to enjoy a break or relaxed moment.
The slogan “Take a break, have a Kit Kat” is an example of the use of the appellative function.
The success of the appellative function
The success of the appeal function is achieved when the receiver's response is the one intended by the sender. To achieve this, especially when they do not occupy a position of authority or have greater power than the interlocutor, the person who sends the message has to exploit their power of conviction and resort to different persuasion techniques.
In face-to-face communication, the sender must apply his charisma to convince. Beyond your oratory skills, you have to pay attention to your body language since non-verbal communication is very important: facial expressions and gestures convey information, as do tone of voice, intonation , pauses and pauses. silences
Examples of use
Let's take the case of a family dinner to examine how the appeal function can be used. "Can you hand me the water?" , “Please pass me the oil,” “How did school go?” , "Change the channel, the game is about to start" and "Don't abuse the salt" are some phrases that can be expressed in this context.
At work, when a boss addresses a subordinate, he often uses the appeal function. Appeals can be direct orders ( "Come to my office, I want to talk to you," "Send me the email again with last month's sales figures" ) or more subtle or kind requests ( "When you're free, please come by." to my office that I would like to talk for a while" , "Could you forward me the email with the sales statistics?" ).
In a school class, meanwhile, students and teachers usually exchange questions and answers: "Children, who knows the story of Cinderella?" , “Miss, could you explain the topic again?” . You can also ask a rhetorical question ( "How many times should I tell you not to run in the room?" ) or give an order ( "Be quiet!" ).