34 fresh outside. That slogan meant that by drinking the product the consumers
could get the two advantages which were healthy inside the body and look fresh on the outside of the body.
f. Repetition
As stated by Grey 2008, r epetition is usually used to make the brand‟s
name or the brand‟s slogan more interesting. The kind of repetition which mostly appeared in You C 1000 advertisements was rhyme. Rhyme is a pattern of
identitiy of sound between words extending from the end to the last fully accented vowel. The rhyme which was almost found in all of
Miss Universe‟s versions of You C 1000
advertisements seen in the brand‟s slogan, healthy inside fresh outside. The one and only of
Miss Universe‟s version of You C 1000 advertisement which did not use that slogan was Natalie Glebova
‟s version.
g. Euphemism
Based on Grey‟s explanation 2008, euphemism is a type of figurative language which carries connotative meaning. However, the researcher did not find
the example of euphemism in every single Miss Universe‟s version of You C 1000
advertisement. The diction used in these advertisements was very simple. The copywriter tended to use diction which was very familiar to the target of
consumers.
h. Humor
As what researcher said above that the copywriter tended to use familiar diction, You C 1000 advertisements had a simple way to deliver the message from
the company to the target of consumers. Moreover, Grey 2008 also states that
35 humor can gain consumers
‟ attention to the advertised product because most people love humor instead of something serious. However, the way of conveying
message done by the advertiser did not provide sense of humor to make the advertisements more attractive because they focused on the description of the
product including the slogan and tagline.
i. Glamorization
According to Grey 2008, glamorization used in order to make the language of an advertisement more interesting because it creates exaggeration to
the product which is advertised. By using glamorization, the point of view of the audience can be affected. Glamorization could also be found in You C 1000
advertisements. There were three You C 1000 advertisements which used the glamorization feature, such as Dayana Mendoza
‟s version, Ximena Navarette‟s version, and Gabriela Isler
‟s version. In Dayana Mendoza‟s version, there was sentence I believe health is wealth
. The word „wealth‟ was used to indicate that health is too important and valuable for people more than anything. The same
case was seen in Ximena Navarette ‟s version which said what is more important
is a healthy. It was meant that there was no more important than health. The researcher found that the copywriter was so smart in playing words, so they could
play with the audience‟s mind, especially women audiences. It was seen in
Gabriela Isler ‟s version by saying after all, what is beauty without health? The
copywriter wanted to attract the audiences, women audiences, by letting them know that it was useless if they had good look, but did not have good health.
