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