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h. Association
A good advertisement should associate the positive side of the product to something else and sometimes indicated by the words like and as. It seen on the
Olivia Culpo ‟s version of You C 1000 advertisement which said, “That is why I
visit places like the Borobudur for spiritual health. The pursuit of beauty can be just as hard before you focus on the outside start fro
m the inside”.
i. Ellipsis
Goddard 2002 defines ellipsis as “the omission of part of a structure p. 123
”. Ellipsis is usually used to create informality in a conversation by omitting certain parts of a structure without affecting the meaning. Since Cook 2001 says
one of its aims is to create the sense of informality, the feature of ellipsis did not appear in every single You C 1000 advertisement.
j. Incomplete Sentence
Grey 2008 identifies an incomplete sentence as one of linguistic sentence of advertisements. Using incomplete sentence could help the audience to
catch the main point of the advertisements. The copywriter really knew that the audience rarely pays attention to the sentences of advertisements very carefully
because the audience will pay attention more to the visualization of the advertisements. As in Dayana Mendoza
‟s version, the speaker said, “You C 1000, vitamin lemon and vitamin orange”. This was not a complete sentence because
did not have a verb there. It should be, “There are two variants of You C 1000, and those are vitamin lemon and vitamin orange.”
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B. The Persuasion Technique of You C 1000 Advertisements
The advertiser usually uses some persuasion techniques in order to predetermined goals of advertising. It aims surely to persuade the target of
consumers. Kleppner 1986 classifies three kinds of persuasion techniques based on marketing situation and human characteristics. In this research, each You C
1000 advertisement could be categorized into Kleppner‟s classification by
analyzing diction and sentences uttered by the speakers. Based on the data analysis, the researcher found that You C 1000 advertisements used different
persuasion techniques to distinguish the advertising purposes. The analysis result of persuasion techniques which were used in You C 1000 advertisements could be
seen in Figure 4.2.
Table 4.2 The Persuasion Techniques in You C 1000 Advertisements
No Video
Persuasion Techniques Pioneering
Stage Competitive
Stage Retentive
Stage
1 Natalie Glebova
‟s Version
2 Zuleyka Rivera
‟s Version
3 Dayana Mendoza
‟s Version
4 Stefania Fernandez
‟s
Version
5 Ximena Navarette
‟s Version
6 Leila Lopes
‟ Version
7 Olivia Culpo
‟s Version
8 Gabriela Isler
‟s Version
9 Paulina Vega, Dayana
Mendoza, and Olivia Culpo
‟s Version
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