i. Ellipsis
Ellipsis is usually used to create informality in a conversation by omitting certain parts of a structure without affecting the meaning. There was only one
ellipsis which appeared in Magnum advertisements. It appeared in Magnum Ecuador advertisement. The actress said, “Sorry, guys. Sorry. Hi.” The utterances
of “
Sorry
” belonged to ellipsis because it could create informal conversation. If it was in a formal situation, it had to be
“I am sorry.”
j. Incomplete Sentence
The audience can hear and see the advertisement wherever and whenever they are. They pay attention to the main idea of the product. Therefore, it is not
necessary for advertisers to make many complete and formal sentences in advertisements. The important point is that advertisers can deliver the message
about products to the audience in a good way. There were 60 of Magnum advertisements which had incomplete
sentences. Most of those incomplete sentences described the quality of Magnum itself. For example,
“The new Magnum temptation with chocolate sauce where chocolate delicious browny pieces covered by Belgium chocolate” could be found
in Magnum Temptation advertisement. Grammatically, that sentence structure was wrong because there were some missing words. It could be arranged in a
complete sentence, like “There is a new Magnum temptation which is produced with chocolate sauce where you can find chocolate in the form of delicious
browny pieces covered by Belgium chocolate.”
B. The Persuasion Techniques in Magnum Advertisements
Asher 1994: 42-44 states that the advertising language should be able to entice people to purchase an advertised product. To persuade consumers,
advertisers usually use some techniques of persuasion in order to achieve predetermined goals of advertising. Kleppner 1986 classifies three kinds of
persuasion technique based on marketing situation and human characteristics. Each Magnum advertisement could be categorized into Kleppner‟s classification
by analyzing diction and sentences uttered by the speakers. Based on the data analysis, Magnum advertisements used different persuasion techniques to
distinguish the purposes of advertising. It could be seen in the word choices and the sentences which were spoken by the speakers from each advertisement. Table
4.1 is the result of the analysis of the persuasion techniques which were applied in Magnum advertisements.
Table 4.1 The Persuasion Techniques in Magnum Advertisements Persuasion Techniques
Percentage Magnum Advertisements
Pioneering Stage 40
Magnum Ecuador Magnum Infinity
Magnum Temptation Magnum Temptation Hazelnut
Competitive Stage None
Retentive Stage 60
Magnum Mini Magnum Classic
Magnum Selecta Magnum advertisement in 1994
Magnum advertisement in 1993 Magnum advertisement in 1992
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