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.