21 c.
Deictics Deictics are reference terms such as ‘this’, ‘that’, ‘those’, ‘it’, ‘here’, and
‘there’, which indicate items in the immediate context. d.
Comparative reference Comparative reference establishes a reference which is about making a
comparison of some sort. For example, ‘Her car is newer than yours’ links the two cars on the comparative basis of ‘newness’. Comparative reference can also
feature in expressions of superlative excellence. e.
Pun Pun is a comic play on words as a result of a word having more than one
meaning or two words with different meanings have the same sound.
4. Marketing Process and Advertising
Arens 2006: 6 mentions that advertising is one type of marketing communications. Stern 1994: 5-15 as cited by Arens 2006: 9 calls advertising
as composed commercial text. Littlefield Kirkpatrick 1970: 99 explain that “advertising helps to achieve mass marketing while aiding consumer in choosing
among the almost infinite variety of products offered for his selection.” Thus, it can be drawn a conclusion that advertising is very important in marketing process.
Littlefield Kirkpatrick 1970: 100 add that “advertising is a commercial communication because it is used to help assure the advertiser of a long business
life with profitable sales.” They 1970: 107 explain that “manufactures use advertising for three purposes.” One is to create customers for the products they
22 manufacture. The second purpose of advertising is the creation of good will, the
primary impact of which is upon sales volume. The third purpose of advertising is to reduce marketing costs, particularly product selling costs.
As one of marketing communications, advertising will always encounter what is called as ‘noise’ during the transmitting process to the customers.
Graydon 2003: 35 explains that advertisers are keenly aware of the mountain of noise that prevents their message from being received. Graydon 2003: 35 adds
that the advertisers’ job is to climb that mountain to overcome the distractions that are constantly competing for the people’s eyes, ears, and wallets. Thus, he 2003:
35 argues that advertisers have to engage the people’s interest long enough for the message to be delivered.
Graydon 2003: 39 says that adaptation is very important in advertising. The advertisers have to be able to adapt to rapidly changing environment of both
media and customers. He 2003: 39 mentions that every time a new form of media has been introduced, advertisers have been quick to figure out the best way
of using the new media to promote their products. Additionally, Graydon 2003: 39 says that the advertisers have also had to adapt to other changes in the way
people respond to media. Goddard 2003: 9 also states that written advertisements have to compete each other and with all sorts of other texts in our
richly literature culture. Therefore, copywriters have to find ways to shout at us from the page.
23
5. Writing Styles and Purposes
