No one is going to spend much time deciding whether to read a printed advertisement or listen to a spoken one. If their attention is not attracted in no time and held firmly for the short amount of time necessary to absorb what is being said, then the advertisement will have failed miserably. The language of advertising, therefore, must be a language of immediate impact and rapid persuasion. It must bring the advertised produce into attention, highlight its qualities, clearly outline the reason for buying it, and, preferably, leave a memorable echo of what has been said about the product ringing in the reader’s or listener’s mind.