Tensions, Power and Words: The Use of Authoritative Brand Identity Language on Ad Agency Websites

Tensions, Power and Words: The Use of Authoritative Brand Identity Language on Ad Agency Websites

Robert McCallum

Ad agencies create and manipulate linguistic semiotics that coalesce into brand personalities for their clients. The intent is to convey authoritative and authentic experiences for consumers that will result in sales. As hired intermediaries, agencies also have to create these brand personalities for themselves to attract clients — a type of reciprocity. On their websites, agencies utilize language of authority, as described by Bourdieu, to mobilize the action of attracting clients. The resulting discourse creates tensions within what is a negotiated and contested power relationship — potential clients have many choices in a highly competitive market — and the resulting attraction process plays out like a courtship. This paper explores authoritative branding language approaches utilized in this courtship ritual as manifested on the websites of 30 agencies. Websites are spaces in which the value and power of an agency’s linguistic capital are used to leverage power. A comparative methodology was used to examine the similarities and differences in the approaches these agencies take in their use of language of authority — specifically power-word choices and themes — on their home and about-us web pages. The sample consists of the 2017 Ad Age (a respectable trade paper) A-list winners, and it is presupposed that by being so honored, they represent successful case studies. The study provides insight into ways agencies distinguish themselves from other agencies while retaining a recognizable agency schema within this courtship ritual.