81’42 OBJECTIVE AND SUBJECTIVE MODALITY IN TEXT ADS

Abstract

Annotation. This article explores the concepts of objective and subjective modality within advertising texts, highlighting how these modalities influence consumer perception and engagement. Objective modality is characterized by factual statements and verifiable claims. In contrast, subjective modality relies on emotional appeal, personal experience, and persuasive language to create a connection with the audience. The article emphasizes that effective advertisements often blend both modalities to maximize impact. By combining objective facts with subjective feelings, advertisers can cater to both the rational and emotional sides of consumer decision-making. The analysis includes examples from well-known brands, illustrating how they strategically employ these modalities to enhance their messaging. Understanding objective and subjective modality is crucial for crafting compelling advertisements that resonate with diverse audiences.