The Functions of Advertisement
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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
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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.