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Figure 4.1.2 The Syntactic Features of You C 1000 Advertisements
Based on the Figure 4.1.2 the researcher was able to say that You C 1000 advertisements lacked of some syntactic features, such as simple and colloquial
language and ellipsis.
a. Short Sentence
The use of short sentence is practically helpful for the audience because it is easier to understand. The audience sometimes only hear or do not really listen
carefully to the utterances spoken by the speaker in an advertisement. A short sentence usually indicates the use of simple sentence and helps the copywriter in
delivering the message. Based on this research, the researcher found that the copywriter put short
sentence feature in all of You C 1000 advertisements. For the example, in Natalie Glebova
‟s version, the speaker said, “We need vitamin C to stay healthy”. That
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38 sentence could be included in short sentence feature because the sentence just
consist of subject, verb, object, and preposition.
b. Long Noun Phrase
According to Grey 2008, long noun phrase requires at least three words or two independent phrases. A long noun phrase aims to convince the
audience that the advertised product has many specialties which are offered. There were four advertisements which used long noun phrase feature. One of the
example which came from Natalie Glebova ‟s version was with 1000 mg of
vitamin C. This phrase described that the advertised product had 1000 mg of vitamin C inside.
c. Ambiguity
Ambiguity appeared in only four You C 1000 advertisements. There were some ambiguities found in You C 1000 advertisements. For instance, in
Stefania Fernandez ‟s version the speaker said, “Rice three times to favor energy”.
Hearing that sentence could make the audience confused and then ask themselves, “what we have to do with rice?” Another point of view would state that eating
rice was not only one way to favor the energy. The copywriter should understand, to whom the advertisement was aimed. Knowing the target of consumers would
help the copywriter to reduce the feature of ambiguity in their advertisements.
d. Use of Imperative
The use of imperative is a common language feature in an advertisement. By using this imperative language, the advertiser ask the audience
to do something dealing with the advertised product. There were six
