Functions of Advertisement Types of Advertisement Linguistic Features in Advertisements

28 According to Valor 2005, “the discourse of advertising is characterized by two main communicative elements: information and persuasion” p. 43. Furthermore, Valor 2005: 44 states that most of the studies related to the advertising have shown that persuasion is the main purpose in advertising, whereas information is the secondary purpose in advertising. The communication in the advertising can be broken down into two branches, namely verbal and non-verbal communication Lapsanska, 2006: 19. In real life, verbal communication is commonly used in the advertising, in which the advertisers use the words. It does not employ oral or spoken language to persuade the costumers to buy the products. On the other hand, non-verbal communication can be expressed “through any sensory channel” Lapsanska, 2006: 19. In other words, it can be expressed in any media. In conclusion, non-verbal communication can be wordless communication.

b. Functions of Advertisement

Rodgers and Thorson 2012: 5 propose four functions of advertisements. First is brand building, which means creating concepts and beliefs about brands in the minds of consumers. Second is lead generation, meaning the advertising message has attracted people who are in the market for purchase. Third is driving purchase, meaning there is a direct relationship between encountering the advertising messages and buying the advertised brand. Fourth is changing life behaviors, meaning the advertising messages lead directly to the behaviors, for instance, losing weight or reducing smoking. 29

c. Types of Advertisement

Cook 2001, as cited in Valor, 2005: 44 categorizes advertisements according to various criteria. First, Cook categorizes advertisement by its medium, for instance, newspaper, magazine, radio, television and internet. Second, it is categorized by product or service, for instance, luxuries versus household necessities and product ads versus non-product ads. Third, it is categorized by technique, for instance, the hard- sell advertisement, which makes a direct appeal to the prospective buyer, and the soft- sell ad, which works through indirectness and implication. Fourth, it is categorized by consumer, which is considered the most important factor for an advertisement to be successful.

d. Linguistic Features in Advertisements

Regarding the linguistic features, the language in advertisements often relies on creative exploitation of language within predictable linguistic patterns and techniques Leech, 1966, as cited in El-daly, 2011. According to Leech 1966, as cited in El-daly, 2011 it is one of the advertisers’ strategies to attract and sustain the readers attention in order to make the advertisement memorable and to prompt the readers to do appropriate action. Moreover, Linghong 2006 proposes several lexical features in the English advertisements, such as the use of monosyllabic verbs be, print, fit, the use of weasel words, “words used to evade or retreat from a direct or forthright statement or position” Linghong, 2006: 73, the use of favorable words, the use of positive adjectives, the use of comparative and superlative degree, the use 30 of personal pronouns, the use of compounds, the use of coinage or new words, the use of anagrammatic spellings and the use of borrowed words. e. Coca-cola and Pepsi Advertising Strategies Coca-cola and Pepsi have different strategies to advertise their products. They use a slogan, a jingle and anything that can be used to promote the products. For instance, Pepsi attempted to target more costumers with the campaign “Pepsi Generation” aimed to target the young customers for the marketing, whereas Coca- cola used Tab, a diet soda, to focus on the female market Michman Mazze, 1998: 233. Further, Michman Mazze 1998: 235 state that Coca-cola’s promotional theme “the light refreshment” worked wonders Michman Mazze, 1998: 232. In 1942, Pepsi created and used a jingle concept to advertise the products. The jingle emphasized a larger size bottle: Pepsi-Cola hits the spot. Twelve full ounces, that’s a lot. Twice as much, for a nickel, too. Pepsi-Cola is the drink for you. The jingle was translated into 55 different languages, and in 1949, Life magazine called it immortal Michman Mazze, 1998: 237.

B. Theoretical Framework

There are two research problems in this study, namely the word formation types used in the Coca-cola and Pepsi advertisements and the most frequently word formation used in the Coca-cola and Pepsi advertisements. Based on the theoretical