The article explores the use of linguistic signs in marketing slogans to position home appliances in the Ivorian market by underlying the dichotomy between luxury and necessity signs. It is a qualitative study under the relevance theory developed by D Sperber and D. Wilson (1995). The theory emphasizes that every utterance should convey information that are relevant enough for it to be worth the addressee’s effort to process it. The work ambitions to uncover the linguistic signs employed by brands to influence consumer perceptions and buying decisions. The findings reveal that imperative tones, passive forms, comparatives, ellipsis, noun phrases, vagueness, alliterations and proximity signs are used by the brands in the promotion of their products. Thus, when promoting these appliances as luxury or necessity, this manipulates the audience’s buying attitude by making them feel compelled to purchase the product so as to satisfy their needs.