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CHAPTER II REVIEW OF RELATED LITERATURE
This chapter tries to explain the theories related the research. This chapter consists of two parts, which are theoretical description and theoretical framework.
The theoretical description explains the theory of linguistic features, advertising and also persuasion techniques which are become the foundation of the research.
The theoretical framework explains the main theories used in this research to solve the problems of the research.
A. Theoretical Description
This part is going to explain two major theories which are description of the linguistics features and advertising, and persuasion techniques theory. The
theoretical theory begins from the definition of the linguistics features. The advertising theory discusses about theory which are related to advertising term
namely; the definition, the function, and the type of advertisement.
1. Linguistic Features in Advertisement
An advertisement usually uses linguistics features to make the advertisement more interesting. According to Grey 2008 in his Language in
Use, linguistic features of advertisement language style divided into two parts. The first part is lexical features and the second part is syntactic features.
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a. Lexical Features
The use of lexical features in advertisements is to make advertisements become more unique. Advertisers use lexical features in advertisements to grab
consumers’ attention and willingness through the dictions they make. There are ten lexical features based on Grey’s 2008 theory. They are hyperbole,
neologism, weasel word, familiar language, repetition, euphemism, humor, glamorization, and potency.
1 Hyperbole
Hyperbole is used to vary the expression of personal feelings and opinion. Leech 1972 says that “hyperbole concerned with personal values and
sentiments.” Hyperbole is used to exaggerate something, especially in describing something in exaggerating manner. For example, more, new, real, fresh, and
improved. Those words are often used in advertisement slogans.
2 Neologism
According to Grey 2008, a neologism is an expression or new word which is created by joining two or more word parts together to create a new word.
For example, Volvocracy. It is a neologism of people in the government who deal with democracy and control Volvos.
3 Weasel Word
Grey 2008 says, “a weasel word suggests a meaning without being specific. Some words which use weasel words, such as help, like, virtually,
enriched, worth, fresh, tested, guaranteed, and scientific.” The example of weasel word is totally different, from that example the consumers will have a question
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