catalogue, mail package, pen, and calendar, and out-of-home and directory media e.g.: poster in the bus shelter.
2. Language Style of Advertisement
An advertisement has its own particular language style. The language style of advertisement deals with the linguistic features. Grey 2008 in his Language in
Use divides the linguistic features of advertisement language style into two parts. They are lexical features and syntactic features.
a. Lexical Features
Lexical features of advertisements present advertisements to be more unique because of the use of certain words. Lexical features make advertisers
reconsider the diction of advertisements to grab consumers‟ attention and willingness.
1 Hyperbole
Leech 1972 argues that hyperbole is often concerned with personal values and sentiments. It is used to vary the expression of personal feelings and
opinion. People use hyperbole to exaggerate something, especially in describing something in exaggerating manner. For example, the use of more, new, 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.
For example, Volvocracy is a neologism of people in the government who deal with democracy and drive Volvos.
3 Weasel Word
A 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. There are some words which are usually used as weasel words, such as help, like, virtually, enriched, worth, fresh, tested, guaranteed, 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 states that the use of that pronoun makes
the audience feels to be involved within the advertisement. For example, Hyundai‟s slogan is Drive You Away. The use of pronoun you gives friendly
attitude to Hyundai‟s consumers.
5 Simple Vocabulary
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 to be attractive, too. For example, there is a slogan Scott makes it better for you. It is simple and understandable enough. By reading that
slogan, the consumers can easily understand Scott.
6 Repetition
Repetition is usually used to make the brand ‟s name or brand‟s slogan
more interesting. Repetition also mostly appears in the 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. For example, finger of fudge the best four by four by far uses the
repetition of f sound to make it more interesting. Rhyme is a pattern of identity of sound between words extending from the end to the last fully accented vowel.
Mean machine is an example of rhyme. Rhythm is a regular pattern produced by varying the stressed and unstressed syllables of the words. For example, drinka
pinta milka day.
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. Body odor sounds better because it can avoid saying an unpleasant word.
8 Humor
Humor is a quality in something that makes it funny. It is useful to attract and to entertain the audience. For example, the use of the word wonderfuel is used
in a fuel advertisement. It is actually formed from the word wonderful and then it is used as humor becomes wonderfuel. It makes the product more interesting
because of the use of humor. Humor can gain consumers‟ attention to the advertised product because most people love humor instead of something serious.
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 house. The use of those words will make the house become more interesting. It will be interesting to say charming house instead of old house.
10 Potency
Grey 2008 suggests that potential words are those which are able to give new value, novelty or immediacy. Potential words can influence the audience.
Ogilvy as is quoted by Grey 2008 identifies the words free, now, how to, suddenly, announcing, introducing, it’s here, just arrived, important development,
improvement, amazing, sensational, remarkable, revolutionary startling, miracle, magic, and offer as the potential words.
b. Syntactic Features
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