33 attention by stealing their curiosity. However, the weasel word was difficult to
find in Miss U niverse‟s version of You C 1000 advertisements. The copywriter
preferred to explore the other features in order to advertise the product.
d. Familiar Language
In this research, the researcher found that all of the advertisements of You C 1000 used this kind of lexical feature as a prove about the simplicity. The
familiar language feature appeared in most of all sentences in the advertisements. For example, the sentence which found in Natalia Glebova
‟s version of You 1000 advertisement said, “How many mg of you had today?” This sentence was
familiar for the consumers‟ ears because it used pronoun “you”, so what the copywriter was expected to the product of You C 1000 could be familiar for the
audiences, was reached. As what Grey 2008 says that the use of that pronoun makes the audience feel to be involved within the advertisement. The copywriter
really understood that something familiar as pronoun would ease them to steal the audiences‟ attention.
e. Simple Vocabulary
Based on Grey‟s explanation 2008, an advertisement should be in the
simple language form, especially in using diction. Simple diction helped the audience to remember the product itself. All of
Miss Universe‟s versions of You C 1000 advertisements used the simple vocabulary features because the researcher
did not find any difficulties to understand the content of those advertisements. The simple vocabulary helped the message to be delivered smoothly. Besides, the
simplicity of the advertisements seen in the slogan of You C 1000, healthy inside
34 fresh outside. That slogan meant that by drinking the product the consumers
could get the two advantages which were healthy inside the body and look fresh on the outside of the body.
f. Repetition
As stated by Grey 2008, r epetition is usually used to make the brand‟s
name or the brand‟s slogan more interesting. The kind of repetition which mostly appeared in You C 1000 advertisements was rhyme. Rhyme is a pattern of
identitiy of sound between words extending from the end to the last fully accented vowel. The rhyme which was almost found in all of
Miss Universe‟s versions of You C 1000
advertisements seen in the brand‟s slogan, healthy inside fresh outside. The one and only of
Miss Universe‟s version of You C 1000 advertisement which did not use that slogan was Natalie Glebova
‟s version.
g. Euphemism
Based on Grey‟s explanation 2008, euphemism is a type of figurative language which carries connotative meaning. However, the researcher did not find
the example of euphemism in every single Miss Universe‟s version of You C 1000
advertisement. The diction used in these advertisements was very simple. The copywriter tended to use diction which was very familiar to the target of
consumers.
h. Humor
As what researcher said above that the copywriter tended to use familiar diction, You C 1000 advertisements had a simple way to deliver the message from
the company to the target of consumers. Moreover, Grey 2008 also states that
