39 advertisements of You C 1000 used imperative. Four of them used the word
„drink‟ as the function of You C 1000 as vitamin drink. The other two advertisements used word „stay‟ and „take‟. Based on the word used, the
copywriter suggested the audience to consume You C 1000.
e. Simple and Colloquial Language
The feature of simple and colloquial language did not appear in You C 1000 advertisements. The language was very simple but did not use informal
expression. The utterances in You C 1000 advertisements commonly found and used in daily conversation.
f. Present Tense
Grey 2008 says that a present tense could give a pictorial of the real situation whenever the audience hears the advertisements. The researcher found
that all of You C 1000 advertisements used present tenses. The use of present tense here aimed to let the audience had a feeling like in the real present time, not
yesterday or tomorrow, but right now.
g. Syntactic Parallelism
According to Leech 1972 parallelism is a repetition of formal patterns of two or more similar ideas in similar structural forms. For instance, stay dry,
stay happy. The word stay is repeated to make the sentence more interesting for the audience because of the similar pattern. The researcher did not found any
syntactic parallelism features in You C 1000 advertisements.
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h. Association
A good advertisement should associate the positive side of the product to something else and sometimes indicated by the words like and as. It seen on the
Olivia Culpo ‟s version of You C 1000 advertisement which said, “That is why I
visit places like the Borobudur for spiritual health. The pursuit of beauty can be just as hard before you focus on the outside start fro
m the inside”.
i. Ellipsis
Goddard 2002 defines ellipsis as “the omission of part of a structure p. 123
”. Ellipsis is usually used to create informality in a conversation by omitting certain parts of a structure without affecting the meaning. Since Cook 2001 says
one of its aims is to create the sense of informality, the feature of ellipsis did not appear in every single You C 1000 advertisement.
j. Incomplete Sentence
Grey 2008 identifies an incomplete sentence as one of linguistic sentence of advertisements. Using incomplete sentence could help the audience to
catch the main point of the advertisements. The copywriter really knew that the audience rarely pays attention to the sentences of advertisements very carefully
because the audience will pay attention more to the visualization of the advertisements. As in Dayana Mendoza
‟s version, the speaker said, “You C 1000, vitamin lemon and vitamin orange”. This was not a complete sentence because
did not have a verb there. It should be, “There are two variants of You C 1000, and those are vitamin lemon and vitamin orange.”
