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advertisement should have facts that convince the reader to buy the products advertised.
5. Action
The final thing that an advertisement wants to get is consumer‟s action, that is
when a consumer has an action to use or buy the things advertised.
2. 3. Language in Advertisement
Language has a powerful influence over people and their behavior. This is especially true in the fields of marketing and advertising. The choice of language to
convey specific messages with the intention of influencing people is vitally important.
Language in advertisement should be persuasive. Sometimes, we do not really pay attention to each advertisement around us. As Goddart 1998 : 5 said that
advertising is so familiar to modern readers that it may seem odd to ask what an advertisement is. Although advertising is all around us
– perhaps because it is all arond us
– we do not often pause to think its nature as a form of discourse, as a system of language use whereby, on a daily basis, huge numbers of readers have
fleeting „conversation‟ with the writers of countless texts. Paying attention to Goddart‟s statement, we can conclude that sometimes
many people just ignore advertisement around them. As Goddart said that it may because advertisement is so familiar, so we do not really care about it. We do not
realize how each word used in each advertisement contains many consideration. Based what Goddart said, language in advertisements is a system of language and it
has a huge numbers of readers.
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Goddart 1998:4 said , “At the same time, for adverts to work, they must use
our commonly shared resources of language in ways that affect us and mean something to us”.
Language has a powerful influence over people and their behavior. This is especially true in the fields of marketing and advertising. The choice of language to
convey specific messages with the intention of influencing people is vitally important. Language used in advertising has a very great impact on the consumer
that helps people to identify a product and remember it. The language of advertising is, of course, normally very positive and emphasizes why one product stands out in
comparison with another. Eventhough sometimes language in advertisement is not always correct because it sometimes has not a clear proof. For example, an
advertisement for a detergent may say It gets clothes whiter, but whiter than what? In this case, we can see how a language in advertisement is able to attract people
without having any proof.
Luntz said that the great enemy of clear language is the language of insincerity. Language can exploit and manipulate. And finally language has power to
say one thing or appear to say something but really says the opposite or in fact, nothing at all http:kimolynyk.calanguage20of20advertising.pdf.
Lacy said that words are powerful. The words you choose will subconsciously affect the way you and your customers about your business. In
addition, if you subscribe to the concept of manifesting, the words you use can have a powerful effect on the things you bring into your business and your life
http:lacyboggs.combrand-voice-diction.
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Connected to Fairclough statement that the power of language can be seen from its content or what it is said, in this opportunitythe writer analyze the power of
language by discussing the content of advertisement itself. To discuss the content of the advertisement the writer analyze language features used in advertisement itself.
By analysing the language features used, it can be found the content of the advertisement and power in the advertisement.
2. 3. 1 Language Features
