the word that unpredictable and never used. The clauses “Liquid-y smooth” and “Liquid-y sexy” are unique the use of liquid-y and it is also means that these
clauses have potency feature.
2. Syntactic Features of Advertisement
The same with lexical features of advertisement, syntactic features of advertisement are used to analyze the clauses that have woman language
characteristics. From 36 clauses, all of them have syntactic features of advertisements and there are 78 features in them. The percentage of each features
are shown in the chart below.
a. Short sentence
Short sentences are important for advertisements because readers may only take a glance to the advertisements, then short sentence is the most suitable
5 10
15 20
25 30
Present Tense; 24
Incomplete Sentence; 20
Short Sentence; 19
Use of Imperative; 11
Ambiguity; 2
Ellipsis; 2 Long-noun Phrase;
Simple and Colloquial Languge; 0
Suyntactic Parallelism; 0
Association; 0
Syntactic Features of Advertisement
form for advertisements. The sentences may short but they contain complete information.
Short sentences are important for printed advertisements because printed advertisements are usually limited in space. Revlon’s printed advertisements also
use short sentence to convey the message in limited space. There are 19 sentences that have this feature. For examples are the clauses “Defy it”, “Wild berries”,
“Rich and ripened”, “Stays on”, “Forget it”, and “No way”. These clauses are short but they contain some information about the product. The clause “Defy it”
contains information about something that should be defied by the readers and this information leads the readers to read more. The clause “Wild berries” in C coded
advertisement indicates the color of the product like the color of wild berries. The clause “Rich and ripened” describes the product that has rich and ripened
features. The clause “Stays on” describes that the product will stay on when used. The clause “Forget it” directs the readers to forget something. The clause “No
way” directs the readers to say no for something.
b. Long-noun phrase
A long-noun phrase is a group of noun that used to describe the product. Long-noun phrase is more efficient than a group of adjective. However,
Revlon’s printed advertisements that taken as the data in this thesis, do not use long-noun
phrase to describe its products. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
