2. To describe which goals the characteristics of the language in English
advertisements are applied
1.4. Significant to knowledge
This study is expected to be useful for the students to understand the language characteristics and goals in English advertisement. It is also hoped that
the result of this study can add the readers’ comprehension of language characteristics used in English advertisement text. It also can be used as further
references about linguistic study in the language of advertisement.
1.5. Framework of the Theory
Leech 1966: 27, in his comprehensive study on English in advertising, has analyzed the characteristics of advertisement language. He has effectively
related these characteristics with the goals of attention value, readability, memorability and selling power.
The language characteristics of advertisement based on Leech are: first, unorthodoxies of spelling and syntax and semantic oddities are some of the
characteristics linked with attention value. Second, simple, personal, colloquial style and familiar vocabulary are connected with readability. Third, phonological
devices such as alliteration, rhythm, rhyme, parallelism and repetition are related to memorability. Fourth, frequent use of imperatives, superlatives and hyperboles
are connected with selling power.
4
CHAPTER II THEORETICAL REVIEW
2.1. Definition of Advertisement
The word “advertisement” derives from the Latin word “advertere”. It means “to inform somebody of something”, “to bring into notice” or “to draw
attention to something”, etc. Xia Lei, 2003: 8 So far different researchers have made different definitions of advertisement
from different perspectives or purposes. Bolen 1984: 9 defines it as: “A kind of paid, non-personal communication through various mass media
by business firms, non-profit organizations and individuals who are in some way identified in the message and who hope to inform or persuade members
of a particular audience” Bolen, 1984: 9. Another definition of advertisement is: “Advertisement is the non personal
communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various
media” Bovee, 1992: 7. O’ Guinn examines the conflicts on the definition of advertisement and concludes by arguing
that “Advertisement is a paid, mediated form of communication from an identifiable source, designed to persuade the
receiver to take some action, now or in the future” O’ Guinn, 1998:5. From these definitions, we can know that advertisement refers to a paid tool
of delivering message to attract the potential customers and persuade them to buy the product.
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