Linguistic Features Persuasion Techniques
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about the product, what aspect which differentiates the product from other products but the question will not be answered.
4 Familiar Language
In advertisement, the advertisers usually use the pronoun you it is because the advertisers want to feel more friendly and close to the customers. Grey 2008
states that by using pronoun in advertisements, it makes the audience feel that they are involved within the advertisement. The example is Hyundai’s slogan,
Drive You Away. Pronoun you shows a friendly attitude to Hyundai’s consumers.
5 Simple Vocabulary
The language of advertisements must be simple, brief, and clear in order to make audience remember easily. Besides, the simple vocabulary should be
attractive, too. For example, a slogan Scott makes it better for you. That slogan is easy to be understood by the audience because the slogan is simple. They know
what Scott is.
6 Repetition
In order to make a slogan more interesting, the advertisers use repetition. Usually, repetition appears in written slogan. Based on Grey’s theory, repetition
has three types. They are alliteration, rhyme, and rhythm. First, alliteration is the repetition in the initial consonant sound of a word to produce rhythmical and
musical effect. Example: finger of fudge the best four by four by far uses the repetition of f sound to make it more interesting. Second, rhyme is a pattern of
identity of sound between words extending from the end to the last fully accented vowel. Example, Mean machine. Third, rythm is a regular pattern produced by
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varying the stressed and unstressed syllables of the words. “drinka pinta milka day” is rhythm example.
7 Euphemism
Grey 2008 explains that euphemism is a figurative language type which brings connotative meaning. The example of euphemism is, body odor. People use
the words body odor because they want to avoid the use of unpleasant words. Using body odor sounds better instead of bad smell
8 Humor
Humor is useful to attract and entertain the audience. The use of humor makes something funny. By using humor, the customers will be more interesting
and happy. They prefer humor advertisement instead of serious advertisement. For example, the use humor word in the word wonderfuel. Actually, the word
wonderfuel is wonderful. Moreover, the advertiser wants to make humor from that word and it makes customers more interested to the product.
9 Glamorization
Grey 2008 gives an example of glamorization; old house becomes charming, characterful, olde, worlde or unique house. The use of those words will
make the house become more valuable. By saying charming house instead of old house will make the house more valuable. Glamorization is used to give excessive
effect for the advertisement.
10 Potency
Grey 2008 states that potential words are words which are able to give new value, novelty or immediacy. Potential words can influence the audience.
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Ogilvy as is quoted by Grey 2008 identifies the words free, now, how to, suddenly, announcing, introducing, it’s here, just arrived, important development,
improvement, amazing, sensational, remarkable, revolutionary startling, miracle, magic, and offer as the potential words.