Lexical Features Language Style of Advertisement

14 means. The goal of the advertisement will be smoothly received when the consumers understand what they are reading or hearing the slogan at once. 6 Repetition According to Grey 2008 repetition is usually used to make the brand‟s name or brand‟s slogan more interesting. Repetition also mostly appears in written parts. There are three types of repetition. They are alliteration, rhyme, and rhythm. Alliteration is the repetition in the initial consonant sound of a word to produce rhythmical and musical effect. Rhyme is a pattern of identity of sound between words extending from the end to the last fully accented vowel. Rhythm is a regular pattern produced by varying the stressed and unstressed syllables of the words. 7 Euphemism Based on Grey‟s explanation 2008, euphemism is a type of figurative language which carries connotative meaning. For example, to say that somebody is a smelly person, people can use the euphemism body odor. The other example is clean round the bend for a toilet cleaner. Body odor and clean round the bend sound better because those can avoid saying an unpleasant word. 8 Humor Humor is a quality in something that makes it funny. Humor is useful to attract and to entertain the audience. Grey 2008 also states that humor can be verbal or visual, but aims to show the product positively. Humor can gain consumers‟ attention to the advertised product because most people love humor 15 instead of something serious. The product also becomes more interesting because of the use of humor. 9 Glamorization The words employed in advertisements are modified in such a way by combining the words which are uncommonly used in daily speaking is one way to give glamorization touch in advertisements. Grey 2008 gives an example of glamorization, like old house becomes charming, characterful, olde worlde, or unique. Like small house becomes compact, bijou, snug or manageable. The use of those words will make the house become more interesting. It will be interesting to say charming house instead of old house and compact house instead of small house. 10 Potency Grey 2008 suggests that potential words are those which are able to give new value, novelty or immediacy. Potential words are able to influence the audience. Ogilvy as is quotes by Grey 2008 identifies the words free, now, how to, suddenly, ann ouncing, introducing, it’s here, just arrived, important development, improvement, amazing, sensational, remarkable, revolutionary, startling, miracle, magic, offer, quick, easy, wanted, challenge, compare, bargain, hurry, and last chance as the potential words.

b. Syntactic Features

Syntactic features deal with the categories of words having the same grammatical properties. Grey 2008 classifies syntactic features of advertisement based on the emergence of similar grammatical structure in the form of phrase. 16 The simplicity of advertising language can be easily seen from the syntactic features of advertisement. 1 Short Sentence A short sentence gives a clearness impact for the audience when they hear the utterances in advertisements. The impact is usually at beginning of text, often using bold or large type for the headline, tagline, and slogan. The purpose of this is to capture the audience‟s attention. For example, a tagline of insurance company is Arrange your insurance with NFU. That tagline uses short sentence but it has clear and complete information as the consumers want to know. 2 Long Noun Phrase Grey 2008 says that a long noun phrase describes the advertised products in three or more words or two or more independent phrases to impress the audience. Long noun phrases frequent use pre and post modifiers for descriptions. It can make consumers feel that the advertised product has many special qualities if it is compared to other similar types of product. For the examples, the slogan of BMW “The ultimate driving machine” and Mercedes‟ slogan “Engineered like no other car in the world” indicate the use of long noun phrase. 3 Ambiguity There is a phrase or a sentence which has more than one cognitive meaning. It is called an ambiguous phrase or sentence. Leech 1972 differentiates between lexical ambiguity which consists of grammatical homonymy and grammatical polysemy. Grey 2008 adds that ambiguity may be syntactic or 17 semantic puns for example. The use of ambiguity may make a phrase memorable and re-readable. For instance, the product which has the ambiguity features is the Apple‟s slogan “Think Different”. Apple‟s slogan avoids using the word “differently”, even though the adverb might have been more grammatically correct, because its intended message is to make the audience think about “different”. 4 Use of Imperative An imperative can be used to make an order. Advertisers use an imperative to make the audience act or do something, including buy or use the advertised product. For example, the imperative used in a poster of newly launched cassette album, Grab it now Buy it now That imperative suggests the audience to buy the cassette album. 5 Simple and Colloquial Language This kind of language is only used in informal expressions. Grey 2008 assumes that colloquial expressions do not bear the meaning they normally have. For example, it ain’t half good. That sentence looks very informal because of the use of ain’t which can indicate the presence of simple and colloquial language. In fact, it is often complex and it is impressed ambiguous. 6 Present Tense A present tense gives as if the condition is real whenever the audience sees or hears the advertisements. Grey 2008 says that a present tense implies a universal timelessness. It makes the audience will see or hear that sentence like in the real time.