12 detailed examination of a text reveals new aspects of interpretation or helps us to
see more clearly how a text achieves what it does. An advertisement has its own particular language style. The style of
advertisement deals with the stylistics, especially linguistic features. As written in the book Language in Use, Grey 2008 differentiates the linguistic features of
advertisement language style into two parts. Those are lexical features and syntactic features.
a. Lexical Features
Lexical features, especially the use of certain words, present advertisements to be more unique. Lexical features make advertisers reconsider
the diction of advertisements to grab consumers‟ attention and willingness.
1 Hyperbole
Leech 1972 states that hyperbole is often concerned with personal values and sentiments. It is used to vary the expression of personal feelings and
opinion. Frequently, hyperbole uses adjectives and adverbs. In general, people use hyperbole to exaggerate something, especially in describing something in
exaggerating manner, for instance, the use of more, new, great, slim, real, fresh, and improved in some advertisement slogans.
2 Neologism
Grey 2008 defines a neologism as a new word or an expression which is created by joining two or more word parts together to create an entirely new
word. Neologism may also have novelty impact. For example, Volvocracy is a neologism of people in the government who deal with democracy and drive
13 Volvos. The sother examples are Beanz Meanz Heinz, Cookability,
Schweppervescence, Tangoed, Wonderfuel.
3 Weasel Word
Weasel word is a modifier that practically negates the claim that follows. According to Grey 2008, a weasel word suggests a meaning without actually
being specific. These are some words which are used as weasel words, such as helps, like, up to, part of, virtually, enriched, worth, fresh, tested, traditional,
guaranteed, organic and scientific. For example, totally different makes the consumers raise a question „different from what?‟ but there is no exact
explanation of that question.
4 Familiar Language
The pronoun you is often used in advertisements to show more friendly attitudes toward consumers. Grey 2008 says that the use of that pronoun makes
the audience feel to be involved within the advertisement. For instances, the slogan of Nissan, SHIFT_the way you move and Microsof
t‟s slogan Your potential. Our passion. show that the use of pronoun you, your, and our give
friendly attitude to the consumers.
5 Simple Vocabulary
Grey 2008 also states that the language of advertisements should enable the audience to always remember the words. It can be said that
advertisement must be simple, brief, and clear. This simplicity has also to be attractive to make the consumers can easily understand what the advertiser
