11 cereal company, for instance must advertise more aggressively, due to the wide
array of competing products, than a power company that faces little competition. Advertisers often influence members of society to purchase products based on
instilling a feeling of scarcity or lack. Rodgers 2012 adds that advertisement is a brand building which means it creat
es and beliefs about brands in consumers‟ minds p. 5.
3. Language Style of Advertisement
Stylistics is a branch of applied linguistics concerned with the study of style in texts. According to Wales 2001, the goal of most stylistics is not simply
to describe the formal features of texts for their own sake, but in order to show their functional significance for the interpretation of the text; or in order to relate
literary effects to linguistic „causes‟ where these are felt to be relevant. Moreover, Simpson 2004 states that stylistics has two caveats. The first is that creativity
and innovation in language use should not be seen as the exclusively preserve of literary writing. Many forms of discourse advertising, journalism, popular music-
even casual conversation often display a high degree of stylistic dexterity, such that it would be wrong to view dexterity in language use as exclusively to
canonical literature. The second caveat is that the techniques of stylistic analysis are as much about deriving insights about linguistic structure and function as they
are about understanding literary texts. Short 1995 also adds that the main aim of stylistic analysis is to explicate how our understanding of a text is achieved, by
examining in detail the linguistic organization of the text and how a reader needs to interact with that linguistic organization to make sense of it. Often, such a
12 detailed examination of a text reveals new aspects of interpretation or helps us to
see more clearly how a text achieves what it does. An advertisement has its own particular language style. The style of
advertisement deals with the stylistics, especially linguistic features. As written in the book Language in Use, Grey 2008 differentiates the linguistic features of
advertisement language style into two parts. Those are lexical features and syntactic features.
a. Lexical Features
Lexical features, especially the use of certain words, present advertisements to be more unique. Lexical features make advertisers reconsider
the diction of advertisements to grab consumers‟ attention and willingness.
1 Hyperbole
Leech 1972 states that hyperbole is often concerned with personal values and sentiments. It is used to vary the expression of personal feelings and
opinion. Frequently, hyperbole uses adjectives and adverbs. In general, people use hyperbole to exaggerate something, especially in describing something in
exaggerating manner, for instance, the use of more, new, great, slim, real, fresh, and improved in some advertisement slogans.
2 Neologism
Grey 2008 defines a neologism as a new word or an expression which is created by joining two or more word parts together to create an entirely new
word. Neologism may also have novelty impact. For example, Volvocracy is a neologism of people in the government who deal with democracy and drive
