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.
36
j. Potency
Basically, the copywriter used potential words to tell the value of the product to the consumers. Grey 2008 suggests that potential words are those
which are able to give new value, novelty or immediacy. Potency feature appeared in two You C 1000 advertisements, such as Natalie Glebova
‟s version and the three Miss Universe
‟s Paulina Vega, Dayana Mendoza, and Olivia Culpo version. In Natalie Glebova version
, the word „need‟ in we need vitamin C to stay healthy became a potency because it pointed that vitamin C was a must for
the body if people wanted to keep their health. To stay healthy, the audience was brought to the paradigm that they needed the product because the product could
filled the audience‟s need as the consumers‟ target. Similar to it, the word „valuable‟ in good health is valuable to Indonesia and her people also told that
Indonesian needed to be healthy and they could get it by consuming the product. This message will be completely and succesfully delivered if the audience buy
and drink the product.
2. The Syntactic Features of You C 1000 Miss Universe’s Version
Advertisements
In addition to the lexical features, there are also some features of advertisement language style which deal with the grammar. Those features called
syntactic features. The syntactic features are able to indicate how simple the advertisement language style should be. The result of the analysis of syntactic
features of You C 1000 could be displayed in Figure 4.1.2.
