30
Maybe, but more likely it is because she is there, she tells the child this or that on a regular basis, and they see and hear her over and over. The same is
true for in advertisements. When a potential customer sees and hears you and your brand over and over, and on a regular basis, you begin to establish
credibility with them. Then when they purchase a product, and it is what the writer said in repetition advertisement, then you cement your credibility in.
1.2. Brand Familarity
This is much the same as credibility. However, the importance of repetition in advertising is familiarizing people with the products. Repeating is a common
way of giving an impression towards the advertisement. When you repeat in your ads, the readers learn. The more someone sees your brand because of
repetition, the more familiar they become with it, and the more likely they are to take notice at the store, or online, or whatever, and buy it.
1.3. First Thought
If you offer a product or service you want people to want you, it means that by using repetition, you expect the readers give their first thought toward
advertisement itself.
2. 3. 1.9 Punctuation
The use of punctuation in advertisement is something which gives influence as the aim of advertising that is to persuade people. The existence of punctuation in
advertisement creates a power in a sentence.
Universitas Sumatera Utara
31
For examples: 1
Save the children, now. 2
Save the children. Now If we compare the two sentences, in the first sentence, there is no exclamation
mark. But when we look in the second sentence, the existence of exclamation mark gives power in that sentence. The readers feel as if they were being forced to have
an action soon.
2. 3. 1.10 Abbreviation
The writing of advertisement needs good words in order to make it good. But sometimes the use of abbrevi
ation seems good in order to cacth people‟s attention. Some abbreviations as the following.
„don‟t, „couldn‟t,
„wouldn‟t, „won‟t,
„you‟d, „what‟s,
„that
In some occasion, we can find the lost of some letters such as “and” become
“n”. For example, „Pick ‟n Choose‟, „Fish ‟n Chips.‟ The only aim of this way is to make the advertisement becomes interesting.
Universitas Sumatera Utara
32
2. 4. Relevant Studies
In doing an analysis it is better to look upon another work that is relevant to this study. The first reference that has discussed about language power is a thesis by
Bonnie Jo Bustrum. He discussed about Language and Power in ESL class. This thesis becomes a reference to this analysis as it helps giving understanding how
power affects activities in a class. In his thesis, Bustrum explained how language influences the activities in class. Bustrum in his thesis explained that language has a
power in influencing each student in ESL Class in which there are unequal participants in that class. The teacher holds a power in leading the class, and asksthe
students to do some things.The teacher as powerful participant holds power to control non-powerful participants, the students. The teacher has power to ask the
student in doing activities, such as reading a text, dividing the class into groups, and another activities. In this case, the teacher uses language as the grammatical forms.
For example, the teacher used imperative words to ask the students to do activities. In this case the power is exercised by using „face-to-face‟ discourse in which the
position of participants affects the power of language. The thesis helps the readers in understanding the effects of participant‟s position in influencing the power of
language. In the other hand, another person that have discussed the power of language
is Wirman Valkinz in his thesis Power in Language Use; A Case Study in Gondang Sasak Speech Community. In his thesis, Valkinz discussed about the power of Sasak
Language and how it influence people who used it. This thesis become a reference to this thesis as it helps the writer in understanding how language affects society in
different areas. This thesis also gives contribution in helping the writer in
Universitas Sumatera Utara
33
understanding the effects of culture into language power. This thesis helps the reader in understanding the relation of power in „cross-cultural‟ discourse, in which there
are unequal participants where the non-powerful people have cultural and linguistic background different from those of the powerful people.
An article by Kalev Hannes Leetaru entitled Language Use in Advertising: An Analysis of Linguistic Features Across Readership Domains also helps the writer
in doing this analysis.. Kalev explained how language in advertisement is choosen by paying attention to every linguistic element to make the language itself become
persuasive and has a power to attract people. The choice of features will affect the power of language.This is hidden power discourse, in which advertisement is the
media used in exercising power. This thesis helps the writer in understanding linguistic features used in advertisement language.
Universitas Sumatera Utara
1
CHAPTER I INTRODUCTION
1. 1 Background of the Study
