Marlboro Cigarette Definition of Terms

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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 14 about the product, what aspect which differentiates the product from other products but the question will not be answered. 4 Familiar Language In advertisement, the advertisers usually use the pronoun you it is because the advertisers want to feel more friendly and close to the customers. Grey 2008 states that by using pronoun in advertisements, it makes the audience feel that they are involved within the advertisement. The example is Hyundai’s slogan, Drive You Away. Pronoun you shows a friendly attitude to Hyundai’s consumers. 5 Simple Vocabulary The language of advertisements must be simple, brief, and clear in order to make audience remember easily. Besides, the simple vocabulary should be attractive, too. For example, a slogan Scott makes it better for you. That slogan is easy to be understood by the audience because the slogan is simple. They know what Scott is. 6 Repetition In order to make a slogan more interesting, the advertisers use repetition. Usually, repetition appears in written slogan. Based on Grey’s theory, repetition has three types. They are alliteration, rhyme, and rhythm. First, alliteration is the repetition in the initial consonant sound of a word to produce rhythmical and musical effect. Example: finger of fudge the best four by four by far uses the repetition of f sound to make it more interesting. Second, rhyme is a pattern of identity of sound between words extending from the end to the last fully accented vowel. Example, Mean machine. Third, rythm is a regular pattern produced by