3 Layout
In addition to the effects that can be created by the choice of particular typographical features, writing can also be used to create larger textual shapes by
means of different layouts. In this respect, adverts sometimes come very close to the way concrete poetry works – as verbal language making pictures of its own
subject matter. Adverts may also use 3-D effect or empty spaces to create different layouts.
b. The Characteristics of the Language of Advertising
The language of advertising is unique, different from most of other languages people use in everyday lives. Over the years, the uniqueness has been
influenced by the frequent changing of the texture of the advertising language. The changing includes the styles and the creative concept. According to O’Neil in
Goshgarian 1987: 99, there are at least four distinct general characteristics of the language of advertising that make it different from other languages. Below are the
characteristics: 1
It is edited and purposeful The language of advertising is edited and purposeful. Advertising
language cannot be aimless; it does have a specific purpose, which is to sell something Goshgarian, 1987: 99. In addition, according to Asher 1994: 42-44,
the language of advertising is the language that is used in efforts to persuade or otherwise entice people to purchase products or service.
2 It is rich and arresting
The language of advertising is rich and arresting. The language is specifically intended to attract and grab the reader’s attention. Advertisements
cannot succeed unless they capture the reader’s attention. Therefore, advertisement should contain a ‘hook’ in order to arouse the reader’s attention.
The hook can take the form of strong visuals photos or illustrations with emotional value or a disarming, unexpected set of words. Besides, advertisements
need a creative strategy based on some arresting idea or concept in order to be effective Goshgarian, 1987:100.
3 It involves the readers
The language of advertising involves the readers. The copywriter must have ability to express such product differences and to exploit and intensify them
after the reader’s attention has been captured. At this stage, an image is fixed in the consumer’s mind. Therefore, the advertising becomes powerful because the
consumers are brought directly into the process. As we read an advertisement or watch it on television, we become more deeply involved. Our imagination is set
through the attractive packaged message. Once we have been brought into an advertisement, we become the participants Goshgarian, 1987:104.
4 It is simple
The language of advertising is simple. The difficult words are edited out and replaced by simple words in order to avoid misinterpretation Goshgarian,
1987:107. Moreover, Crystal 1987: 390 adds that the language is generally PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
