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tells a story. It set up a problem and then creates a solution using the particular sales features of the product or service. Institutional copy sells an idea or the
merits of the organization or service rather than sales features of a particular product. Dialoguemonologue copy can add the credibility that narrative copy
sometimes lacks. The characters illustrated in the advertisements do the selling in their own words, either through a testimonial or quasi testimonial technique, or
through a comic strip panel. Gimmick copy depends on words-plays, humor, poetry, rhyming, great exaggeration, gags, and other trick devices.
iv. Slogan
Slogans have two basic purposes. The first is to provide continuity for a campaign. The second is to reduce a key theme or idea the company wants
associated with its product or itself to a brief, memorable positioning statement. Effective slogan is short, easy to understand, memorable and easy to repeat.
b. Functions of Advertisements
Advertisements and the development of industry and companies are closely related. Therefore, the function of advertisement should be explained
further. Some functions of advertisements in some field divide into five, they are marketing function, communication function, education function, economic
function and social function Bovee and Arens 1986: 9-11 The first is marketing function. Advertisement falls in the promotion
category and is part of the promotion mixing a long with personal selling, sales promotion and public relation- all of which are used to sell or win acceptance of
the company‟s products, services or ideas.
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The second is communication function. According to Bovee and Arens 1986, all forms of advertisement communicate some messages to a group of
people. The third is education function. People learn from advertisement. They
learn about the products or services available to them and they learn how they can be better live with the promotion in the advertisements.
The fourth is economic function. By making people aware of the products, services and ideas, advertisements promote sales and thereby commerce as well.
Advertising invites people to try new products which can accelerates the success of good products and the failure of unacceptable products.
The fifth is social function. An advertisement is one of the major forces that have helped improve the standard of living around the world. By publicizing
the material, social, advertising has encouraged increased productivity by both management and labor.
c. The Advantages Advertisements in the Magazines
There are six advantages advertise an advertisement in magazine
according to Bovee and Arens 1986: 418-419.
First, magazines are the most selective media except for direct mail. The predictable editorial environment selects the audience and enables advertisers to
pinpoint their sales campaign. Most magazines are written for special-interest groups.
Second, magazines offer flexibility in both readership and advertising. They cover full range prospects-with a wide choice of regional additions as well
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as national coverage. Each magazine lends itself to a variety of lengths, approaches, and editorial tones. The advertiser, therefore, has choice of using long
copy, black and white, editorial ads, or short copy, colorful poster as, or humorous cartoons, or any of an infinite variety approaches.
Third, magazines colors spread a spectrum of exciting visual pleasure before the reader. Nowhere can better color reproduction be seen than in the slick
magazines. Fourth, if the advertiser wants to speak with authority and believability,
magazines can enhance the message. People believe that magazines say. Their influence affects people‟s ideas, opinions, and desires.
Fifth, magazines offer permanence. For the advertiser who wants to communicate lasting information and enjoyment, magazines give the reader more
opportunity to appraise as in considerable detail. Advertisements can deliver a more complete educationalsales message and can effectively communicate the
total corporate personality. Magazines also enable advertisers to generate reprints and materials, which further promote and merchandise their corporate advertising
campaign. Sixth, magazines can be very cost efficient. By selecting the specific
magazines and editions that reach prospects, the advertiser can keep wasted circulation to a minimum. The selling power of magazines has been proved and
result is measurable, so they are growing choice of many leading advertisers.
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C. Theoretical Framework
This study aims to answer the research problems that have been formulated in the first chapter. This part contains the theories that will be used to
analyze the study. The theories which have been explained in the review of related theories will help the writer to solve the problem formulation in this study. Based
on the theory above, the theory of bank will give us the knowledge about the circulation of a bank, where the bank gets the money and who comes to a bank.
The object of the study is bank advertisements so that the theories about bank are needed to know about a bank. The theories about bank are taken from “Bank dan
Lembaga Keuangan Lain ” written by Julius Laumaerissa and translated by the
writer. The first research problem is to analyze the language features used in the
bank advertisements in The Economist magazine. This research focuses on finding the language features used in the bank advertisements in The Economist
magazine. The theory about language features in advertisements taken from some linguistic book written by Verdonk Stylistics, Perrine Sound and Sense, Fromkin
Victoria An Introduction to Language and Angela Goddard Language of Advertising. Those theories can help to identify the features of the advertising
language of bank advertisements in The Economist magazine. The language features in this study focus on the lexical features and the grammatical features. In
the lexical features there are five features will be analyzed. They are proper noun, repetition, synonymy, polysemy and euphemism. The figurative language and the
