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c. Textual ellipsis
In textual ellipsis, the interpretation depends on what is said or written in the linguistic context, according to the relative positions of ellipsis and its
antecedent. There are two kinds of ellipsis, they are: i.
Anaphoric ellipsis, the interpretation depends on what comes before. For example: I‟m happy if you are happy
ii. Cataphoric ellipsis, the ellipsis depends on what comes after. For example:
Those who prefer to stay indoors, can stay indoors.
5. Theory of Advertisements and Advertising
Gilson and Berkman 1980: 11 define advertisements as persuasive media communication designed to respond to and help achieve marketing objectives.
This definition makes two meaning of the purpose of an advertisement, first the persuasive effect to the readers, attract the readers. All advertisements somehow
aim to affect the readers‟ attitudes or behavior. Second, advertisements as the „marketing tool‟ according to Weilbacher 1984: 459 he says that advertisements
are the effective marketing tools that help business man make the product sales. While advertising is the nonpersonal communication of information usually paid
for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media. Bovee and Arens 1986: 5
a. Elements of Advertisements
All advertisements are made up of numerous elements or components. These elements may be moved, enlarged, reduced, reversed, changed or
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eliminated until a new look or approach is achieved. The key elements in print advertising are the headline, subhead, body copy and slogan. Here are the
explanations:
i. Headline
The term headline refers to the words in the leading position of the advertisements-that is, the words that will be read first or that are positioned to
draw the most attention. As a result, headlines are usually set in large type than other portions of the advertisements. A headline has six important functions; first
headline must attract attention to the advertisements. The entire message is usually lost if no one reads the headline. Second, a headline should select the
reader; that is, it tells whether the subject matter of the advertisement interest the reader. Third, a headline should lead the reader directly into the body copy.
Fourth, a headline must present the complete selling idea. Fifth, a headline should promise the customer a benefit. The benefit should be readily apparent to the
reader and easy to get. Sixth, a headline should present product news of interest to the reader. Consumers look for new products, new uses of old products, or
improvements on old products. Therefore words that imply newness increase readership should be used whenever applicable.
Headlines have five basic categories classify into good advertising headlines. These classifications according to Bovee and Arens 1986 are
beneficial, provocative, newsinformation, question, and command. Benefit headlines make a direct promise to the reader. Provocative headlines provoke
audience„s curiosity by stimulating question and thoughts. News information
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headlines include many of the “how to” headlines as well as headlines that seek to gain identification for their sponsors by announcing some news or providing some
promise of information. Question headlines can be dangerous. If you ask a question that the reader can answer quickly, the rest of the advertisement may not
get read. Command headlines orders you to do something and therefore, might seem negative, yet we pay attention to such headlines. They motivate us through
fear emotion, or because we understand the inherent correctness of the command.
ii. Subheads
Subheads usually appear in a smaller type size than the headline. They are almost invariably larger than body copy or text type size. The purpose of subhead
is to transmit key sales points-fast. The subheads should be reserved for important facts that may not be as dramatic or memorable as the headline information. The
subheads should reinforce the headline and advertisement theme.
iii. Body Copy
Body copy or text tells the complete sales story. It is a logical continuation of the headline and subheads. The body copy set in a smallest type than the
headline and subheads. The text should relate to the campaign appeal and to the reader‟s self-interest. It must explain how the product or the service being
advertised satisfies the customer‟s need. Bovee and Arens propose six types of body copy that can be chosen in copywriting. Straight-line copy the body copy
begins immediately to explain or develop the headline and illustration in a clear attempt to sell the product. Straight-line copy is advantageous in industrial
situations and for consumer products that may be difficult to use. Narrative copy
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tells a story. It set up a problem and then creates a solution using the particular sales features of the product or service. Institutional copy sells an idea or the
merits of the organization or service rather than sales features of a particular product. Dialoguemonologue copy can add the credibility that narrative copy
sometimes lacks. The characters illustrated in the advertisements do the selling in their own words, either through a testimonial or quasi testimonial technique, or
through a comic strip panel. Gimmick copy depends on words-plays, humor, poetry, rhyming, great exaggeration, gags, and other trick devices.
iv. Slogan
Slogans have two basic purposes. The first is to provide continuity for a campaign. The second is to reduce a key theme or idea the company wants
associated with its product or itself to a brief, memorable positioning statement. Effective slogan is short, easy to understand, memorable and easy to repeat.
b. Functions of Advertisements
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