The Functions of Advertisement

24 used theory from Bovée and Arens, 1986, p. 5 “Advertising 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.” Hence, in advertising the companies used linguistic features in order to make the advertisement more interesting. This way was effective because by watching, reading, or listening the advertisement the consumers would influence to buy the products through the advertisement which was made. Besides, the researcher used Grey’s theory 2008. His theory had specific description about linguistic features which were used in advertisement and the researcher did not find the theory as complete as Grey’s 2008 theory about linguistic features. Grey 2008 said that linguistics features of advertisement language style divided into two parts. The first part was lexical features and the second part was syntactic features. The lexical features were hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor, glamorization, and potency. While syntactic features consisted of short sentence, long noun phrase, ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. Advertisement is a form of communication used to persuade or attract the audience. It was why the advertisement used linguistic features to attract the consumers. Additionally, linguistic features were needed in cigarette advertisement slogan because it persuaded and attracted the audience to buy the products. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 25 Basically, cigarette is bad for health but by using interesting advertisement, it can influence audience to buy the products. The other theory was from Bovée and Arens, which was about the function of advertisement. Second, the researcher used Kleppenes’s 1986 theory. This theory could answer the second question about persuasion techniques. According to Kleppner 1986 there are three persuasion theories. They are pioneering stage, competitive stage, and retentive stage. Kleppner 1986 divided the persuasion techniques based on the marketing situation and human characteristics. The researcher used this theory because Kleppner’s theory had clear explanation about the type of persuasion techniques.