what kind of indulgence it is. Those kinds of curiosity could push people to buy the advertised product.
d. Familiar Language
The word
you
indicates familiar language in the advertisements. It creates more friendly attitudes between the companies and the consumers. There were
60 of Magnum advertisements which clearly used the pronoun
you
to address the consumers. The narrator in Magnum Classic advertisement said,
“When you
are having a magnum with thick cracking chocolate, nothing else matters
” The pronoun
you
in that utterance pointed out the consumers as if the narrator was talking to them.
There were 20 of Magnum advertisements which did not use the
pronoun
you
. One of those advertisements presented some people‟s points of view
on Magnum. Therefore, they used the pronoun
I
to express their personal opinion about Magnum as in Magnum advertisement in 1993. The rest of Magnum
advertisements used imperative which was said by the narrator. It addressed the consumers by using
you
indirectly but it was clear that the subject was
you.
Magnum advertisement in 1994 had the pronoun
you
but it did not address the audience because the pronoun
you
in that advertisement referred to Magnum. Some Magnum advertisements used the pronoun
you
to address another actors or another actress. Therefore, the pronoun
you
in those advertisements did not belong to the familiar language feature.
e. Simple Vocabulary
Simplicity in the advertisement diction makes people easy to remember what is said by the speakers. The advertisers do not let the audience think about
what the speakers say. The vocabulary will be very universal because the advertisers will not consider who will be the audience. All of Magnum
advertisements used simple vocabulary because the researcher did not find any difficulties to understand on the content of those advertisements. The vocabulary
was arranged to be some very simple sentences. The slogan of Magnum,
for pleasure seekers
, was a simple slogan which emphasized who will be the consumers of Magnum. That slogan meant that the consumers should be a person
who was looking for the pleasure. That person could find the pleasure by consuming Magnum. It was understandable without any ambiguity because the
vocabulary was very simple, brief, and clear.
f. Repetition
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