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Connected to Fairclough statement that the power of language can be seen from its content or what it is said, in this opportunitythe writer analyze the power of
language by discussing the content of advertisement itself. To discuss the content of the advertisement the writer analyze language features used in advertisement itself.
By analysing the language features used, it can be found the content of the advertisement and power in the advertisement.
2. 3. 1 Language Features
According to Jefkins 1985 : 227 there are ten language features should be used in advertisement, namely short sentence, simple sentence, cliches buzz words,
favorable words, imperative sentence, interrogative sentence, repetition, alliteration, punctuation, and abbrevation.
2. 3. 1. 1 Short Sentence
Based on Hou Weirui in English Rhetorical 1986:77 there are two kinds of sentence according to the number of words in a sentence. Short sentences are
sentences that contain 10 words or vewer is considered as a short sentence, and sentences that contain far more than 20, say around 30 and more are considered long.
Short sentences are usually emphatic and clear and thus they are easy to remember. Very short sentences often pack a powerful punch. Short sentences owe much of its
power and brevity that more words would detract. On the other hand, based on several studies, press associations in the USA,
sentences of 8 words or less are very easy to read; 11 words are easy; 14 words are fairly easy; 17 words are standard; 21 words are fairly difficult; 25 words are
difficult and
29 words
or more,
are very
difficult https:strainindex.wordpress.com20080728the-average-sentence-length.
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As the aim of advertisement at attracti ng the reader‟s attention and informing
them a certain product, and long sentences will drain the reader interest in reading a text, a simple and short sentences are preferred in advertisement.
When a short sentence is at the beginning or at the end of a paragraph, it will be extremely powerful and most emphatic. Generally, short sentences have
simplicity and directness that make the meaning easy to understand. They have briskness and drive that carry the reader along.
Short sentences are really important in an advertisement. It has function in cacthing the reader‟s attention. Using long sentences, the reader may have forgotten
the end by the time that speaker or writer has reached the final few words that they are going to say or write, eventhough the readers may be paying particular attention,
but the existence of long sentences make the sentence uninteresting. Instead of using long sentences, short sentence makes the raeders get the
whole thing in one go. The sentences used are easy to remember, easy to understand, and more powerful in communicating the ideas.
The examples are as the following. 1
Clark Restaurant has been opened. Come and Enjoy your favourite foods
2 Clarck Restaurant
Enjoy the Paradise Culiner The two advertisements have the same goal in offering a new restaurant. The
first advertisement consists of 11 words and the second sentence consists of six words. The second advertisement is shorter than the first advertisement, but the
second advertisement is easier to understand than the first advertisement.
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2. 3. 1.2 Simple sentence
