43 Practically, the advertisers want to prove that the advertised product is better than
the others. Therefore, the advertisers will show the specialty of the advertised product in order to compete in attracting the consumers to buy that advertised
product. The advertiser of You C 1000 did not use the competitive stage to convince the consumers because You C 1000 advertisements focused on the
product itself. The advertisements of You C 1000 only described their own specialty without contrasting with the other brands. Instead, Lane, King, and
Reichert 2011 state that once consumers accept a pioneering product, there is going to be competition p. 98.
c. Retentive Stage
The advertisers usually use the retentive stage when the advertised product is already marketed in marketing area. Therefore, the retentive stage is
used to keep the existence of the advertised product. Retentive stage is also known as reminder stage because it can be a reminder for the audience about the
existence of the advertised product, Lane, King Reichert, 2011, p. 100. The researcher found 66.67 or six of You C 1000 advertisements which used the
retentive stage to persuade the consumers. Almost all of You C 1000 advertisements had a brief description about the advertised product. To enhance
the consumers, the advertiser lifted the Indonesian culture up. It is seen on some advertisements of You C 1000 which talked about something which were familiar
with Indonesian people, such as dance, rice, batik, Borobudur, Bali. Stefania Fernandez
‟s version talked about rice, Leila Lopes‟ version talked about color means skins, Olivia Culpo
‟s version talked about Borobudur, Gabriela Isler
44 version
‟s talked about dance which all of them were connected to the function and the benefits of the product The advertiser of You C 1000 had succesfully made a
bridge between the consumers and the advertised product by connecting the slogan “Healthy inside, fresh outside” to something related Indonesian people in
the advertisements. Almost all the speakers of You C 1000 advertisements never forgot to remind the consumers about the slogan
,“Healthy inside, fresh outside.”
45
CHAPTER V CONCLUSIONS AND RECOMMENDATIONS
Based on the research findings discussed in the previous chapter, some conclusions have been drawn and presented in this chapter. There are also some
suggestions related to the topic for the English lecturers, English learners, advertisers, and those who may be interested to do similar research.
A. Conclusions
During this research, the researcher found that the language of advertising had its own uniqueness to be analyzed, especially the linguistic
features which appear along advertisements. Besides, the other element of advertisements which was also interesting was the techniques of persuasion. The
researcher chose You C 1000 advertisements which consisted of 9 Miss Universe
‟s versions to be the subjects of this research. To analyze the transcript of those advertisements, the researcher used content analysis. Therefore, the
researcher only dealt with the utterances of the speakers in You C 1000 advertisements.
The linguistic features of You C 1000 advertisements were analyzed based on the theory of Grey 2008. You C 1000 advertisements had 60 of the
whole lexical features and 70 of the whole syntactic features. The speakers presented simple advertising language to advertise the product. Therefore, the
46 researcher only found a few features which appeared in You C 1000
advertisements. Based on the lexical features of advertisements proposed by Grey 2008, You C 1000 advertisements did not have all of the features. They lacked of
neologism, weasel word, euphemism, and humor features. The copywriter of You C 1000 only used hyperbole, familiar language, simple vocabulary, repetition,
glamorization, and potency features. Similar to the lexical features of advertisement, You C 1000 also did not have all of the syntactic features to
advertise the product. They did not have three features, such as simple and colloquial language, syntactic parallelism, and ellipsis. However, the copywriter
used short sentence and present tense features in all of You C 1000 advertisements. The use of imperative and incomplete features were also found in
almost all of the advertisements of You C 1000. The rest of the features, such as long noun phrase, ambiguity, and association, only appeared in 50 or less of the
You C 1000 advertisements. The persuasion techniques which used in You C 1000 advertisements
was analized by using the theory of Kleppner 1986. By using Kleppner‟s theory 1986, the researcher found that there were three advertisements which used
pioneering stage to introduce the product of You C 1000 to the consumers. Then, the six others used the retentive stage of persuasion technique in order to keep the
existency of You C 1000 to the consumers. In summary, the simplicity of You C 1000 advertisements affected the
use of linguistic features in their utterances. It was seen in the linguistic features
47 that were used by the copywriter to advertise the You C 1000 product. The
copywriter did not require many linguistic features in their advertisements. Besides, the purpose of You C 1000 advertisements also influenced the use of
persuasion techniques. Based on the persuasion techniques that were used, the researcher found that the purposes of You C 1000 advertisements were to
introduce the product to the consumers and to keep the existency of the product in people‟s mind.
B. Recommendations
There are some suggestions which are addresed to English teachers, English learners, advertisers, and the future researchers to improve their capability
in using English. It may contribute to the improvement of the success in English teaching
– learning activities an the application of English.
1. For English Teachers
English teachers should be able to help their students or learners to understand the course materials. Moreover, advertisement becomes one of the
course materials both in Curriculum 2013 and KTSP. Through giving examples, teachers can explain some theories clearly. The examples can be found in
something which are closely related to the learners‟ daily lives in order to help learners have a pictorial in their minds. For instance, it will be found in
advertisements wherever they are broadcasted.
