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solution of the problem existed in the story. Dialoguemonologue copy is similar to narrative copy in using story to sell products, but it has more evidence because
the characters’ words are more believable. Picture-caption copy relies mostly on the pictures or illustration. So, the idea is like a graphic story that sells product
through its pictures with some words to it. Device copy is used to grab attention that can be memorable, and the devices are figures of speech such as puns,
alliteration, and rhymes, or humor. 3 Slogan
Slogan is the familiar statement that is commonly regarded to particular advertisements. Arens 2006 states that slogan has the purpose of providing
continuity to a series of advertisements in a campaign and reducing an advertising message strategy to a brief, repeatable, and memorable statement p. 424.
b. Language of Advertisement
The language of advertisement is unique in its own way which is shown through its distinctive language style. Most copywriters of advertisement will use
specific language features to attract audience and persuade them to buy or use the product or service. Weilbacher 1984 states that a copy writer is better to use
accessible language for advertisement in an interesting and attractive way, yet meaningful so that readers can easily catch the point p. 13. There are various
techniques and styles to make a good advertisement text or script that contains meaningful message with a unique attraction so that it can engage the consumers.
Cook 2006 gives several styles for memorable and attractive advertisement; “use fictions, word-play, compressed story-telling, stylized acting, cartoons, puns and
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rhythm” p. 3. Those kinds of art strategies can help making good advertisement which is enjoyable and memorable with a meaningful message.
However, advertisement is not only a media for commercial benefit, as stated by Goddard 1998 that advertisement can deliver the idea of the texts
which have the purpose to represent the image of an individual, group, or organization p. 10. By presenting a certain image, advertisement serves the
advertising’s objective to introduce and inform the targeted consumers to its idea. The language used in advertising and advertisement indirectly affects the success
of this purpose, yet it depends on the interpretation of the consumers. Cook 2006 says that advertising has the possibility to affect society either for good or bad p.
2. It is related to the language that is used in the advertisement, whether it is positive or negative. Packard 2007 explains this issue by a statement and an
example: Words in advertisement have such influence toward its readers because they
carry not only one simple meaning. What was intended positively by the advertisers could be negatively understood by the readers. For example: the
product ‘instant coffee’ is meant as effective, quick, economical, and time saving by the ad makers. Unfortunately, the consumers could interpret is as
lazy, low quality, and taste bad p. 141. The words or expressions in an advertisement can be either extremely great
that it becomes a huge success, or extremely bad that it receives negative response from public. This shows that a matter of language in advertising and
advertisement should not be taken for granted because it has significant impact on the advertisement itself.
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2. Language Features
