The thematic dimension of language describes the way in which words feel when they are spoken or read. We remember things better when they are in a poetic form (not just rhyme, but meter and texture as well) and advertisers use this to their advantage when composing an ad’s copy. Which would you remember better: ‘Eat Kit-Kat Bars because your friends will want to have a bite as well.’ OR ‘Gimme a break, gimme a break, break me off a piece of that Kit-Kat Bar!’ If you’ve watched TV at all in the last twenty plus years, you might have caught yourself singing along to that last example. Music, repetition, and simplicity all work together to help you remember the product being advertised.
Another aspect of the thematic dimension of language is using words that sound similar to another word that you want the listener to associate with your message. I think one the common ways to use this form of the thematic dimension of language is in the use of product names. Dr. Pepper and Pepsi both share the word pep as part of their name, reminding the listener that drinking their soda will pep you right up and make you feel better. Did you know that Pepsi’s original name was ‘Brad’s Drink’? I don’t think it would be as popular today if they hadn’t changed it!