than the attributes and specifications it possesses. Linguistic devices and modes of persuasion A big part of marketing is how companies communicate, whether that be with clients and potential customers or internally with other departments within the business. When companies advertise, they can utilize linguistic devices to persuade the targeted audience; Different devices can produce differing effects. One of the linguistic device categories is a simple language. The different devices under simple language include phonetic symbolism, numbers, sound repetition, and pronunciation. All four devices use the cognitive effort of automatic processing. Phonetic symbolism is "a non-arbitrary relation between sound and meaning, and suggests that the sound of a word can convey meaning apart from its definition". Back vowels and consonants are lower in pitch due to the positioning of the tip of the tongue being further back in the throat. These sounds are associated with heaviness, masculinity, and psychological distance. Conversely, front vowels and consonants are higher in pitch and associated with closeness, femininity, and light. The sound of a brand name can influence the perception of the brand from the consumers' perspective along with product attitude and product recommendations. This being said, when a brand name sound preference is in alignment with the consumers' preference, the perception of the preferred attributes is enhanced. Communication process Communication can be defined as the process of using, word, sound, or visual cues to supply information to one or more people. A communication process is defined as information that is shared with the intent that the receiver understands the message that the business intended to send. The communication process was once thought of as having the source of the message, which is then encoded, put through the chosen communication channel, which is then decoded by the recipient and then received. Throughout the middle of the channel there is the potential for noise to distort the message being sent. Once the receiver has the message they then give feedback to the original source, where they then find out whether the campaign has been successful or not. With the prevalent use of technology, customers are seeking out information about brands, products, and businesses prior to purchase. This means that there is a need for an additional channel within the communication process, so it is a more accurate representation of the current business environment. Businesses are now having to take into consideration both opinion leaders and