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Figure 4.1.1 The Lexical Features of You C 1000 Advertisements
The researcher found that You C 1000 advertisements contained some lexical features of advertising language. There were no neologism, weasel word,
euphemism, and humor.
a. Hyperbole
One way to exaggerate the product is hyperbole. It aims to attract the attention of the consumer to the product. Leech 1972 argues that hyperbole is
often concerned with personal values and sentiments. It is used to vary the expression of personal feelings and opinion. There were six You C 1000
advertisements which used hyperbole, such as Natalie Glebova ‟s version, Zuleyka
Rivera ‟s version, Ximena Navarette‟s version, Leila Lopes‟ version, Olivia
Culpo ‟s version, and Gabriela Isler‟s version. The other three did not use this kind
of feature within. The use of „more‟ dominated the hyperbole feature in You C
1 2
3 4
5 6
7 8
9
32 1000 advertisements. For examples, the use of „more‟ could be found in three
advertisements of You C 1000, such as more work less time as seen in Natalia Glebova
‟s version, more important as seen in Ximena Navarette‟s version, and more attracted and more important as seen in Leila Lopes
‟ version. It showed that the copywriter
wanted to emphasize the product by using the word „more‟. The other words which indicated the use of hyperbole feature in You C
1000 advertisements were stay healthy and fresh, never easy, diver, alluring, and beautiful, and real. As seen in Gabriela Isler
‟s version of You C 1000 advertisement, the copywriter emerged the Indonesian dance element. Then, the
dance here was represented as something differs, alluring, and beautiful. Besides, the word „real‟ in real beauty was meant to give the audience a paradigm that
beauty was not what we have seen from the outside, but from the inside by taking care of the health with the product.
b. Neologism
The copywriter of You C 1000 did not use neologism to advertise the product. In these advertisements, there was no new word formed by combining
two or more word parts. As what Grey‟s 2008 definition that 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. The copywriter of You C 1000 used
simple diction and did not use too many language features.
c. Weasel Word
According to Grey 2008, a weasel word suggests a meaning without actually being specific. It means that weasel word is used to grab the consumers‟
