Object of the Study Approach of the Study
using linguistic features of advertisements. The example of linguistic features of advertisements analysis:
No Sentences that related to persuasion
Linguistic Features
of Advertisements in code
1. Don’t deny it. Defy it.
5,6-a,f,j
Table 3.4 Example of Linguistic Features of Advertisements Analysis
The table below is the code of Lexical Features that are used to analyze the sentences that related to persuasion. The code is number 1 to 10.
Lexical Features Code
Hyperbole 1
Neologism 2
Weasel Word 3
Familiar Language 4
Simple Vocabulary 5
Lexical Features Code
Repetition 6
Euphemism 7
Humor 8
Glamorization 9
Potency 10
Table 3.5 Lexical Features Code
The table below is the code of Syntactic Features that are used to analyze the sentences that related to persuasion. The code is alphabet from A to J in capital
letter.
Syntactic features Code
Short sentence a
Long-noun phrase b
Ambiguity c
Use of Imperative d
Simple and Colloquial Language
e
Syntactic features Code
Present tense F
Syntactic parallelism G
Association H
Ellipsis I
Incomplete sentence J
Table 3.6 Syntactic Features Code
From the example above, the slogan from Revlon’s printed advertisements A, Don’t deny it. Defy it. has woman language characteristics code I, II, V and at the
same time has linguistic features of advertisements code 5 and 6 for lexical features and code A, F, J for syntactic features.
The result should prove that Revlon’s printed advertisements use woman
language style to persuade their targeted consumers which are woman because woma
n’s language characteristics were found in advertisements’ clauses and those clauses have linguistic features of advertisements which can be said as
persuasive features because linguistic features can be used to reach persuasive aim which is to get the readers involved in the advertisement.
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