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The sentence consists of two clauses, “Joe waited for the train” is the first
cla use, “but the train was late” is the second clause.
3. Complex sentences
A complex sentence is made up of an independent clause and one or more dependent connected to it. A dependent clause is similar to an independent
clause, or complete sentence, but it lack of one of the elements that would make it a complete sentence.
Dependent clauses begin with subordinating conjunctions,they are : After
Although As
Because Before
Eventhough If
Since Though
Unless Until
When Whenever
Whereas Whenever
While The use of simple sentence will also help the reader in understanding an
advertisement. In the other hand, when a writer uses a compound sentence, it will make the reader confused. So, in this case the use of simple sentence will influence
the effectiveness of an advertisement.
2. 3. 1.3 Cliches buzz words
Buzz words are words which are so simple and common used in an advertisement. Eventhough those words are common but those words have a power
in influencing the readers. Buzz words are unique in creating a good advertisement. One of buzz words which is used to be used in advertisement is free. The existence
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of word “free” in an advertisement will have a big power in influencing the attention
of the readers. For example :
BUY ONE GET ONE FREE. The existence of word “free” gives a power in advertisement. The other
famous buzz word which is so famous in advertisement is “sale”. Nowadays the existence of words “sale” in advertisement has a power, especially for woman. For
example : SALE 50 ALL ITEMS.
Nowadays, the word “sale” has a big power in attracting people‟s attention, especially for woman. In this case the use of buzz words is one of important thing in
advertisement.
2.3.1.4 Favorable Words
Favorable words are words which give a happy outcome. Favorable words in advertisement are in adjective forms. Favorable words describe a fact. For example :
View from bedroom window. In this sentence the writer start
s the sentence with word “view”. Actually the sentence could not speak much. These words is not favorable. Compare it with the
sentences below. 1.
The magnificent view from the bedroom windows. 2.
You can enjoy this magnificent view from your bedroom window. 3.
You can enjoy this magnificent view of the mighty Matteborn from your bedroom.
If we pay attention to these sentences, there is a different power in each sentence. The first sentence can speak with the existence of favorable words
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“magnificent”. But when we come to the second sentence, the sentence becomes scompleted
by having “you can enjoy” in the beginning of sentence. Yet, it does not speak well. So, the sentence can be changed with the sentence 3. Having some
favorable words makes the sentence more powerf ul. The existence of “magnificent”,
“mighty” creates favorable sentence and makes the sentence become powerful in persuading the readers.
Here are some favorable words which are commonly used in advertisement : Splendid
Wonderful Gorgeous
Delightful Amazing
Beautiful Favorable words can be used in a form of generalization in order to create an
emotional word such as the following. Economical
Time saving Mouth watering
Money saving Labour saving
Inexpensive Satisfying
Rewarding These words do not give detailed expalanation, however these words can help
giving a positive image, creating a good willing, and strengthening the reader‟s beliefs.
2.3.1.5 Imperative Sentence
Imperative are words which ask the reader to do something. In advertisement, imperative words will help an advertisement to talk much to the reader. By using
certain imperative words, it will trigger the readers to do an action. Imperative words have a power in persuading the readers as if they are asked directly to buy the
product they are being offered.
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Young and Fitzgerald 2006 : 104 said that discourse analysis research on advertising has revealed that interrogatives and imperatives play important roles in
persuading you – the reader – to take time to read the ad and buy the product
advertised. In this case the existence of imperatives has a power in persuading the reader
which is expected end in the readers willing to buy the product advertised. Look at the example below.
There will only 20 tickets for special price. Grab it fast
The use of imperative makes the advertisement more powerful. The word “grab” asks the reader to have an action.
There are some imperative words which are commonly used in advertisement.
Buy Taste
Try Watch
Ask Smell
Get Hear
Ring Drive
Come Eat
Write Look
Phone Take
Call Drink
Send Let
Post Start
Fill Enjoy
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Here are some examples of the use of imperative sentence combined with cliches words :
1. Send today for your free sample, and try the new flavour.
2. Fill in and cut the coupon, and post it today.
3. Hear the surf, smell the flowers, taste the wine and enjoy yourself.
4. Call in and buy on now.
There are also another imperative words which give positive image in an advertisement.
Discover Explore
Restore Repair
Consider Remember
Examine Complete
Donate Decide
Protect Replace
Renovate Present
Apply
Actually, there are many imperatives used in advertisement. It depends on the writer who writes the advertisement itself. But the point is the use of imperative
is a big consideration in an advertisement as it gives power in advertisement advertised.
2.3.1.6 Interrogative Sentence
Beside the use of imperatives, the use of interrogatives is one of features that is really important in advertisement. As quoted from a book The Power of Language
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written by Linne Young and Fitzgerald that the use of imperatives and interrogatives plays an important role in persuading the readers in advertisements.
According to Zhu Linghong in his journal The Linguistic Features of English Advertising, Interrogatives are questions primarily used to seek information or
specific point. The interrogative sentences seems more powerful in persuading people
to carry
out the
desiredaction https:www.academia.edu8682797THE_LINGUISTIC_FEATURES_OF_ENGLI
SH_ADVERTISING. The existence of interrogative word makes the sentence become powerful in
persuading the reader. A simple example is given below. Need a car for holiday?
The use of interrogative word here seems to offer a solution towards the readers. When the readers read the sentence, they suddenly involved in the
advertisement. As the sentence given above, when the advertisement is offered with “need a car for holiday?”, automatically the reader who is looking for a car for
holiday will be directly attracted by the interrogative itself. As a result, the reader will pay attention to the advertisement itself.
2.3.1.7 Alliteration
Alliteration is a stylistic literary device identified by the repeated sound of the first consonant in a series of multiple words, or the repetition of the same sounds or
of the same kinds of sounds at the beginning of words or in stressed syllables of a phrase.Alliteration also serves as a linguistic rhetorical device more commonly used
in persuasive public speaking. Rhetoric is broadly defined as the Art of Persuasion,
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which has from earliest times been concerned with specific techniques for effective communication. Alliteration also serves as a linguistic rhetorical device more
commonly used in persuasive public speaking. Rhetoric is broadly defined as the Art of Persuasion, which has from earliest times been concerned with specific
techniques for effective communication. Its significance as a rhetorical device is that it adds a textural complexity to a speech, making it more engaging, moving, and
memorable. The use of alliteration in a speech captivates a persons auditory senses that assists in creating a mood for the speaker. The use of a repeating sound or letter
forces an audience‟s attention because of their distinct and noticeable nature. The auditory senses, hearing and listening, seem to perk up and pay attention with the
constant sounds of alliteration. It also evokes emotion which is key in persuading an audience.
The use of alliteration in advertisement has also the same aim in making the sentence become memorable. Sometimes, in advertisement alliteration is also called
slogan or jargoun. When an advertisement uses an alliteration it will help the readers to remember the advertisement so the advertisement becomes powerful.
Look at the example below : Eat well, Live well.
There is a repetition of words in this sentence. The repetition creates a memorable advertisement by the existence of alliteration above.
The use of alliteration has been so famous in advertising and survive for many years. Here are some alliterations which are commonly used in advertisements.
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1. „Players please‟
2. „Mars are marvellous‟
3. „Let the train take the starin‟
4. „Three Nuns, none micer‟
5. „Don‟t be vague, ask for Haig
6. „Go well, go Shell‟
2. 3 .1.8 Repetition
