‗domain’, they can be found throughout the newspaper and generally apply visual and verbal device configurations Belch and Belch, 2003.
The second consideration is related to the marketing region of the products or services merchandised in this type. The marketers of branded products or services in
this advertisement are usually sold their merchandise or commercial act on a national or regional level Belch and Belch, 2003. They are designed for the purpose of
creating and maintaining demand for a company’s product or service. Moreover, they act as a promoting device for the local retailers that stock and market the advertiser’s
products. Based on the indication presented above, an advertisement is constructed of
multiple layers of creative symbols in such a way in order to ‗mystify’ the customers to consume the products. However, these ‗unrestricted’ attempts to enthral the
prospective buyers actually need to take some salient considerations in creating this money maker device. Therefore, the following discussion present the restrictions of
the communicative aspect that envelope the implied meaning camouflaged by the creators of the advertisements.
2.3 Language in Advertisements
Due to the strategy and technique, advertisement is quite different with other types of text, especially in the language aspect. An advertisement uses creative or
innovative language in order to catch the attention of the target audience Myers, 2009. This cogitation is extremely crucial because every competitor compete with
each other to achieve the potential customers’ attention which is the initial stage of outcome pursued by the creators. Therefore, the advertising agencies tend to apply
various attention getter elements, mostly humour, sex and emotion Sutherland, 2008.
It should be taken into account that getting attention is merely one component of effective advertisements. The advertisements are not considered fully effective if
the audience fails to direct their attentions toward the brands and the contained messages Sutherland, 2008. Furthermore, the various elements, such as verbal and
visual, in the advertisements should blend together in a perfect harmony. Therefore, these diversities should be seen as a mosaic in which the uniqueness of each element
is presented together in an artistic way. For the audience to understand the content of the advertisements, the elements should project coherence which can be captured
from the network of creativity by the advertising agencies Matheson, 2005. However, there is an additional crucial information about the elements in the
advertisements regarding with the language is the focus. Sugarman 2007: 29 states that ―All the elements in an advertisement are primarily designed to do one thing and
one thing only: get you read the first sentence of the copy.‖ Every element is important because they constitute a single purpose in making the readers read the
copy. This statement leads to a conclusion that the copy of an advertisement is the main selling point in the promotional text.
In constructing a creative and eloquent copy, the copywriters always try to embed multiple aspects in the language. Though the language of advertisements is
innovative, the language itself is restricted. Every word counts to catch the attention or pique the interest of the audience in order to become the potential buyers. The text,
in actuality, possesses regulations of what the text must say and cannot say depend on
the context Myers, 2009. The copywriters should discuss the linguistic elements contain in the advertisements with their production teams whether they are
appropriate or not with the other elements in advertisements. They also need to gain agreement from the clients whether their advertisements can bring the intended image
of the product or services. The language must not cross the boundary of legal regulatory constraints in particular domains. In brief, these skilled professionals
should create an advertisement under the supervision of bureaucrats and combine those regulations in their works Myers 2009.
Leaving aside the regulation constriction, this type of text offers a unique characteristic of language differs from others. Myers 2009 argues that
advertisements do not have special register of their own because they usually adopt various kinds of grammatical features or lexis contained in other genres. He explains
that, in the environment saturated with advertising, they need to make clever use of language to stand out, to engage the readerviewer, to be talked about and recycled in
popular culture. In turns, innovative use of language is constantly foregrounded for the purpose and audience of advertising.
2.4 Identity-Building Strategy
