2 It is rich and arresting
The language of advertising is rich and arresting. The language is specifically intended to attract and grab the reader’s attention. Advertisements
cannot succeed unless they capture the reader’s attention. Therefore, advertisement should contain a ‘hook’ in order to arouse the reader’s attention.
The hook can take the form of strong visuals photos or illustrations with emotional value or a disarming, unexpected set of words. Besides, advertisements
need a creative strategy based on some arresting idea or concept in order to be effective Goshgarian, 1987:100.
3 It involves the readers
The language of advertising involves the readers. The copywriter must have ability to express such product differences and to exploit and intensify them
after the reader’s attention has been captured. At this stage, an image is fixed in the consumer’s mind. Therefore, the advertising becomes powerful because the
consumers are brought directly into the process. As we read an advertisement or watch it on television, we become more deeply involved. Our imagination is set
through the attractive packaged message. Once we have been brought into an advertisement, we become the participants Goshgarian, 1987:104.
4 It is simple
The language of advertising is simple. The difficult words are edited out and replaced by simple words in order to avoid misinterpretation Goshgarian,
1987:107. Moreover, Crystal 1987: 390 adds that the language is generally PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
laudatory, positive, unreserved; it emphasizes the uniqueness of a product; and its vocabulary tents to be vivid and concrete.
c. Persuasion as the Language of Advertising
The language of advertising is the language that is used in efforts to persuade or otherwise entice people to purchase products or service Asher, 1994:
42-44. Here, advertisers use persuasion to convey their message through advertisements.
As quoted by Ross 1994: 8, Mary John Smith, a rule theorist, defines persuasion as “a symbolic activity whose purpose is to effect the internalization or
voluntary acceptance of new cognitive states or patterns of overt behavior through the exchange of messages”. She believes that a process of persuasion has occurred
when people internalize the meanings they assign to messages in an atmosphere of perceived choice. Herbert Simons Ross, 1994: 8 adds it well, “persuasion is a
form of influence that predisposes, but does not impose”. Ross 1994: 9 himself draws a conclusion that persuasion is “a process of skillfully and ethically using
logical thoughts, affective appeals, credibility, and ethical proof to influence and motivate others to respond as you wish them to”.
For this study, Ross’ definition of persuasion fulfills the writer’s sea of understanding.
3. Regulation of Advertising
Advertising as business tools for advertisers to gain consumers remains a competition. Advertisers cleverly create ads that must attract the readers’ interest,
competing with the other advertisers. Thus, in order to make the competition fair, some regulations must be made.
The theory of this segment is taken from Advertising and Integrated Brand Promotion by O’Guinn, Allen, Semenik 2003. According to them, “there are
three basic areas of advertising regulation: deception and unfairness in advertising, competitive issues, and advertising to children” 2003: 130.
a. Deception and Unfairness
Agreement is widespread that deception in advertising is unacceptable. There are three elements that declare an ad deceptive:
1 There must be a representation, omission, or practice that is likely to mislead
the consumer. It means that the message of advertising must not mislead the consumer.
2 This representation, omission, or practice must be judged from the perspective
of a consumer acting reasonably in the circumstance. It means that the advertising must not carry compulsion and coercion. The advertising is purely
persuasive. 3
The representation, omission, or practice must be a “material” one. The basic question is whether the act or the practice is likely to affect the consumer’s
conduct or decision with regard to the product or service. If so, the practice is material, and consumer injury is likely because consumers are likely to have
chosen differently if not for the deception. In short, deception of the advertising material which can affect the
decision of product purchasing is illegal. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
