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
It was sometimes difficult to find repetition in the simple advertisements. Moreover, repetition rarely appeared in the utterances of the advertisements
because it was often used in the written form. Magnum advertisements did not have repetition in every single utterance.
g. Euphemism
This figurative language appeared in 40 of Magnum advertisements. The word
ecstasy
in 1994 Magnum advertisement indicated how Magnum could make people want to eat it again and again as they were consuming ecstasy. Ecstasy is a
powerful drug which can make people very active and feel hallucination. It also
made people dependant to that drug by willing to consume repeatedly because of its pleasure. The actress compared Magnum with ecstasy to describe the continual
pleasure they wanted to get after consuming those two different things. The connotative meaning carried by the speakers of Magnum advertisements were
shown in the words
indulgence, cruel, talk,
and
slide.
They looked Magnum like other things which had the same quality. Euphemisms could be used to give ideas
about what Magnum tastes like.
h. Humor
Magnum advertisements had a simple way to deliver the message from the company to the consumers. The way of delivering message done by the
advertisers did not present humor to make the advertisements more attractive because they focused on the description of the products. It could be said that the
advertisements created a serious atmosphere at the matter of utterances.
i. Glamorization
Glamorization creates exaggeration to the thing which is advertised. The word choice can affect people‟s point of view on the advertised product. Although
glamorization uses uncommon word combination, it has to bring the better point of view. Glamorization could be found in four Magnum advertisements.
Cracking chocolate
was one of the popular characteristics of Magnum advertisements. The word
crack
was identical to earthquake, egg, and many more but not to ice cream because people knew that ice cream was not tough. In Magnum advertisements,
the word
cracking
often modified the word
chocolate
to describe the sound which people would hear when they were biting the chocolate. In Magnum Temptation
advertisement, the speaker said that the chocolate of Magnum is the
delicious browny pieces
to create glamorization. The other glamorization could be seen in
shacked cracking chocolate
and
reunion ice cream.
The purpose of glamorization in Magnum advertisements was to modify some common words to be more
interesting.
j. Potency
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