Lexical Features of bank advertisement in The Economist magazine

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B. The Functions of Language Features in the Bank Advertisements in

The Economist Magazine This part answer second problem formulation about the effects of the use language features in the bank advertisements in The Economist magazine. The theories of advertisements focusing on the functions of advertisements and the theories of language features are used to analyzed the second problem formulation.

1. Lexical Features of bank advertisement in The Economist magazine

Based on the data analysis the researcher find that there are 5 types of lexical features are used in the bank advertisment in The Economist magazine. The most used lexical features in those advertisements is repetition. The effect of using repetition is to emphasis the word that become the center of the sentece. From 15 advertising sentence that has been analyzed, there are 4 advertising sentences use repetition. Goddard 1998 claims that in real speech “we tolerate repetition, and even need it to support memories the same principle is applied by copywriters seeking for a major recall of the slogans they create 43. The use of repetition is also related to the function of advertisements. With the same words repeated more than one times, the readers or the consumers and the company can build the relation between the bank service and the consumers. The repetition in this advertising sentence “Do you know that feeling you get when someone says you have done a great job? Today, all of us who make up CaixaBank have that feeling ” shows how repetition is used to build the relation 65 between the bank service and the customers. This sentence make a good sense to the readers about the pleasure feeling for those who make up CaixaBank. Moreover the bank advertisements in The Economist magazine also use some others lexical features. They are proper noun, synonymy, polysemy and euphemism. Euphemism is the second most used in the bank advertisements in The Economist magazine. The use of proper nouns is to give the name of a thing. The pro per noun found in the sentence “Joint Dedication to Build a Beautiful China ”. The word “China” is the proper noun because it is the na,e of a country. Synonymy found in the sentence “With you for the everyday and the long haul ”. The word everyday and long haul actually have different meaning, but in this sentence the meaning of those words are similar. Everyday happens continuously that can last in long period and long haul also happens in the long period. Synonym is a word that has different phonological meaning the same or very similar. Polysemy is a word that have more than one meaning. The word “missed” in the sentence “will I be missed when step I back ?” have several meaning. The words that are combined with a polysemous word in the sentence can also determine the distinct meanings of the polysemous word by building up certain circumtances that make the polysemous word has several different meaning. Euphemisms are also often interpreted as a phrase that is not frankly, it is set in order trying to avoid not to hurt or offend another person or the readers. The sentence “Why a bank should make clean air its business” has the word “clean 66 air ” as the euphemism in order to tell the readers about the good flow of money and no corruption in their business. The types of figurative language which are used the most are personification and synedoche. Personification usage has a purpose to animate something that humans can do because humans have emotions that are relate to each other, so personifying some situation gives it meaning on a more human level, as well as often making it more interesting or amusing. Meanwhile, the other figurative language, such as apostrophe, hyperbole, and simile tend to be just as complement in an advertisements and get the wording in ads. The better, also to facilitate understandingthe message in the advertisements, as well as provide explanation of information about the object or product being advertised both in the terms of efficacy, range of products, as well as the elements contained by product advertised.

2. Grammatical features in The Economist magazine