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j. Potency
Basically, the copywriter used potential words to tell the value of the product to the consumers. Grey 2008 suggests that potential words are those
which are able to give new value, novelty or immediacy. Potency feature appeared in two You C 1000 advertisements, such as Natalie Glebova
‟s version and the three Miss Universe
‟s Paulina Vega, Dayana Mendoza, and Olivia Culpo version. In Natalie Glebova version
, the word „need‟ in we need vitamin C to stay healthy became a potency because it pointed that vitamin C was a must for
the body if people wanted to keep their health. To stay healthy, the audience was brought to the paradigm that they needed the product because the product could
filled the audience‟s need as the consumers‟ target. Similar to it, the word „valuable‟ in good health is valuable to Indonesia and her people also told that
Indonesian needed to be healthy and they could get it by consuming the product. This message will be completely and succesfully delivered if the audience buy
and drink the product.
2. The Syntactic Features of You C 1000 Miss Universe’s Version
Advertisements
In addition to the lexical features, there are also some features of advertisement language style which deal with the grammar. Those features called
syntactic features. The syntactic features are able to indicate how simple the advertisement language style should be. The result of the analysis of syntactic
features of You C 1000 could be displayed in Figure 4.1.2.
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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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