An Analysis Of Language Power In Garuda Airline Advertisements
CHAPTER II
REVIEW OF RELATED LITERATURE
2. 1. The Power of Language
Thompson in his article said that language has immense power, and its impact
depends entirely on how we wield it. Because words are so often used automatically
and unconsciously, we have learned to treat them tightly. By becoming more aware
of the impact and power of language, we can make more conscious, insightful
choices about how we express ourselves and how we interpret others
(https://experiencelife.com/article/the-power-of-language/).
In addition, Antony said that The power of Words refers to the most powerful
thing that man possesses, that he may use to influence others, either for good or for
evil (http://www.ecclesia.org/truth/words.html).
According to Wikipedia,The Power of Language is a measure of one‟s ability
to communicate effectively in a given language, specifically one that is not native to
the speaker. Language Power consists of two key components:
1) an ability to speak and be understood,
2) an ability to listen and understand.
Weiz and Schwietring said that the power of language not only means
language in service of power, language can also undermine power. In a more narrow
sense, this understanding of the power of language is a matter of the
instrumentalisation
of
language
for
the
purpose
of
exercising
power
(http://www.goethe.de/lhr/prj/mac/msp/en1253450.htm).
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In addition Young and Fitzgerald (2006:2) said that the power of language
focusses on how power in society is realized through language, specifically on the
role of language in producing and maintaining powerful relations.
Fairclough (1989:4) said that the contribution of language power is
particularly of how language contributes to the domination of some people by others.
The power of language means how language affects people in certain things.
Language used in daily life will have its own influences and effects. Language has a
powerful influence over people and their behavior. The choice of language to convey
specific messages with the intention of influencing people is vitally important.
Fairclough (1989:43) said that there are two aspects of the power/language
relationship that is power in discourse and power behind discourse.
2.1.1 Power in Discourse
The section on power in discourse is concerned with as a place where
relations of power are actually exercised and enacted. There are three relation of
power, they are power in „face-to-face‟ spoken discourse, power in „cross-cultural‟
discourse and hidden power
a. Power in „Face-to-face‟ Spoken Discourse
The exercise of power in a type of „face-to-face‟ discourse where participants
are unequal – what we might call unequal encounter. There will be different position
of participants in this case, and powerful participant will have power over nonpowerful participant. The power in discourse is to do with powerful participants
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controlling and constraining the contributions of non-powerful participants. It is
useful to distinguish broadly between theree types of such constraints-constraints on
1. Contents, on what is said or done;
2. Relations, the social relations people enter into in discourse;
3. Subjects, or the subject positions people can occupy.
b. Power in „Cross-Cultural‟ Encounter
The exercise of power in „cross-cultural‟ discourse is done where participants
belong to different ethnic groupings. There are unequal participants in discourse
where the non-powerful people have cultural and linguistic background different
from those of the powerful people. The existence of ethnic groupings will influence
power in discourse itself. For instance in „gatekeeping encounters‟ – encounters such
as a job interview in which a „gatekeeper‟ who generally belongs to the societally
dominant cultural grouping controls an encounter which determines whether
someone gets a job, or gets acces to some other valued objective.
c. Hidden Power
Hidden power is exercised in mass media. Mass media can be television,
radio, film, newspaper, internet and so on. Mass-media discourse is interesting
because the nature of the power relations enacted in it is often not clear, and there are
reasons for seeing it as involving hidden relations of power.
In media discourse, as well as generally writing, there is a sharp divide
between producers and interpreters. Media discourse is designed for mass audiences,
and there is no way that producers can even know who is in the audience, let alone
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adapt to its diverse sections. The power being exercised here is the power of disguise
power. It is a form of the power to costraint content : to favour certain interpretations
and „wording of events‟. It is a form hidden power, for the favoured interpretations
and wordings are those of power holder in our society.
2.1.2 Power Behind Discourse
The idea of power behind discourse is that the whole social order of discourse
is put together and held together as a hidden effect of power. The power behind
discourse is related to action. Action is normally controlled by our mind; and if one
can influence other‟s mind are typically influenced by text and talk, discourse may
thus indirectly control people‟s action.
2. 2. Advertisement
2. 2. 1. The Defenition of Advertisement
At the root of the word „advertisement‟ is the Latin verb „advertere‟, means
„to turn towards‟. It means that advertisement is a way to get an attention. Goddart
(1989:6) said,“While it is undoubtedly true that adverts are texts that do their best to
get our attention, to make us turn towards them, we would not want to say tahat
everything we pay attention to is an advert.”
Goddart (1989:2) said that advertisements are ephemeral in that each one is
short-lived, their effects are longstanding and cumulative, they leave traces of
themselves behind, which combine to form a body of messages about the culture that
produced them.
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Mandel (1984:3) defines advertising as any paid form of nonpersonal
presentation and promotion of ideas, goods, or services by an identified sponsor.
That is the messages may appear in an advertisement. Every advertisement will have
a message that need to convey to the readers.
Burke (1980:4,6) said that advertising surrounds us during all our waking
hours. Every advertisement is intended to persuade the consumer to take some
positive form of action favorable to the advertiser. Advertisement is a sales message,
directed at a mass audience, that seeks through persuasion to sell goods, services, or
ideas on behalf of the paying sponsor.
Advertisement motivates people by appealing their problem, problems and
goals by offering a means of solving their problem, satisfying their desires and
achieving their goals. To the individual consumers, a product is not so much a
physical object as a bundle of satisfaction. Automobiles provide transportation, but
also status and social and job mobility. Clothing is worn to impress others, to make
statement about wearer and keep warm. The life-giving spark of an advertisement is
its promise of the special significant benefit the product will provide a promise the
product must be able to fulfill. That special significant benefit becomes the appeal of
an advertisement. An appeal is a statement designed to motivate a person to action
and
is
often
stated
in
the
advertisement‟s
headline
or
slogan.
(http://www.blurtit.com/q249327.html).
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2. 2. 2. The function of advertisement
Eventhough each advertisement or campaign tries to accomplish goals to its
sponsor, advertising perform three basic functions.
1. Provide product and brand information. Although many advertisements are
devoid if information, providing consumers with relevant information will
aid, decision making is still the main function of advertising. The information
given depends on the needed information might simply include price and
outlet location.
2. Provides incentives to take action. In most instances, consumers are reluctant
to change established behavior. Even they are somewhat dissatisfied with the
current product is deemed difficult. Advertisement provides the consumers
with the reason to switch brand by presenting reason through copy or
graphics. Convenience, high quality, low price, warranties, or a celebrity
endorsers are all possible.
3. Provides reminders and reinforcement. It is amazing how much
advertisement is directed at current customers. Consumers forgot why they
bought a particular product brand. Advertisement must remind the customer
constantly about the name of the brand, its benefit, its value and so on. These
same messages help reinforce the consumer decision. Most TV advertisement
seems to provide this function. (http://www.blurtit.com/q249327.html)
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2. 2. 3. The Principles of Advertisement
An advertisement is way in getting consumer. Getting consumer‟s attention is
a crucial thing in advertising. According to Jefkins (1996 : 241) language in
advertisement should be able in catching AIDCA formula :
1. Attention
Attention is a first formula that should be gotten by an advertisement. In this
case, advertisement should use language that invite the readers to pay attention to an
advertisement itself. The use of language and other factors will play their role in this
formula. How an advertisement is written to get reader‟s attention.
2. Interest
Interest is one of formulas that should be gotten by an advertisement. In this
case, after getting consumer‟s attention, the next thing that should be gotten is
interest. When a consumer has paid their attention into an advertisement, they are
expected to have an interest as the next level of advertisement‟s goal.
3. Desire
The readers of an advertisement are expected not only to have an interest, but
also they have to be convinced to have a desire to have the product itself. An
advertisement should convince the reader to believe in spending their money to buy
the things advertised. In this case, the readers should have a strong reason to buy the
products advertised
4. Conviction
Advertisement is good when an advertisement has been able to create a
conviction to use, buy and enjoy a certain product. To make it happen, an
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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.ca/language%20of%20advertising.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.com/brand-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
According to Jefkins (1985 : 227) there are ten language features should be
used in advertisement, namely short sentence, simple sentence, cliches (buzz words),
favorable words, imperative sentence, interrogative sentence, repetition, alliteration,
punctuation, and abbrevation.
2. 3. 1. 1 Short Sentence
Based on Hou Weirui in English Rhetorical (1986:77) there are two kinds of
sentence according to the number of words in a sentence. Short sentences are
sentences that contain 10 words or vewer is considered as a short sentence, and
sentences that contain far more than 20, say around 30 and more are considered long.
Short sentences are usually emphatic and clear and thus they are easy to remember.
Very short sentences often pack a powerful punch. Short sentences owe much of its
power and brevity that more words would detract.
On the other hand, based on several studies, press associations in the USA,
sentences of 8 words or less are very easy to read; 11 words are easy; 14 words are
fairly easy; 17 words are standard; 21 words are fairly difficult; 25 words are
difficult
and
29
words
or
more,
are
very
difficult
(https://strainindex.wordpress.com/2008/07/28/the-average-sentence-length/).
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As the aim of advertisement at attracting the reader‟s attention and informing
them a certain product, and long sentences will drain the reader interest in reading a
text, a simple and short sentences are preferred in advertisement.
When a short sentence is at the beginning or at the end of a paragraph, it will
be extremely powerful and most emphatic. Generally, short sentences have
simplicity and directness that make the meaning easy to understand. They have
briskness and drive that carry the reader along.
Short sentences are really important in an advertisement. It has function in
cacthing the reader‟s attention. Using long sentences, the reader may have forgotten
the end by the time that speaker or writer has reached the final few words that they
are going to say or write, eventhough the readers may be paying particular attention,
but the existence of long sentences make the sentence uninteresting.
Instead of using long sentences, short sentence makes the raeders get the
whole thing in one go. The sentences used are easy to remember, easy to understand,
and more powerful in communicating the ideas.
The examples are as the following.
1) Clark Restaurant has been opened.
Come and Enjoy your favourite foods
2) Clarck Restaurant
Enjoy the Paradise Culiner
The two advertisements have the same goal in offering a new restaurant. The
first advertisement consists of 11 words and the second sentence consists of six
words. The second advertisement is shorter than the first advertisement, but the
second advertisement is easier to understand than the first advertisement.
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2. 3. 1.2 Simple sentence
According to Zhu Linghong in his journal entitled “The Linguistic Features
of English Advertising”, the frequent use of simple sentences can help to reduce the
difficulty of larck Rethe text. Meanwhile, simple sentences convey a mood of action.
Moreover, a succesion of simple sentences can make the advertisement powerful. All
these are in harmony with the goal of advertisement- to persuade readers to buy the
product
(https://www.academia.edu/8682797/THE_LINGUISTIC_FEATURES_OF_ENGLI
SH_ADVERTISING).
Simple sentences are group of words that forms a complete thought. Simple
sentences in communications are generally easy to understand, as they are to the
point. Actually, if we concentrate on part of sentence (Subject, predicate, and
complement) there are 3 kinds of sentences, they are :
1. Simple sentence
A simple sentence has the most basic elements that make it a sentence : a
subject, a verb, a complete thought.
I.e :
Joe waited for the train.
Joe is subject, and waited is verb
2. Compound Sentences
A compound sentence refers to a sentence made of two independent clauses
(or complete sentences) connected to one another with a coordinating
conjuntions such as for, and, nor, but, or, yet, andso.
I.e : Joe waited for train, but the train was late.
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The sentence consists of two clauses, “Joe waited for the train” is the first
clause, “but the train was late” is the second clause.
3. Complex sentences
A complex sentence is made up of an independent clause and one or more
dependent connected to it. A dependent clause is similar to an independent
clause, or complete sentence, but it lack of one of the elements that would
make it a complete sentence.
Dependent clauses begin with subordinating conjunctions,they are :
After
Though
Although
Unless
As
Until
Because
When
Before
Whenever
Eventhough
Whereas
If
Whenever
Since
While
The use of simple sentence will also help the reader in understanding an
advertisement. In the other hand, when a writer uses a compound sentence, it will
make the reader confused. So, in this case the use of simple sentence will influence
the effectiveness of an advertisement.
2. 3. 1.3 Cliches (buzz words)
Buzz words are words which are so simple and common used in an
advertisement. Eventhough those words are common but those words have a power
in influencing the readers. Buzz words are unique in creating a good advertisement.
One of buzz words which is used to be used in advertisement is free. The existence
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of word “free” in an advertisement will have a big power in influencing the attention
of the readers.
For example :
BUY ONE GET ONE FREE.
The existence of word “free” gives a power in advertisement. The other
famous buzz word which is so famous in advertisement is “sale”. Nowadays the
existence of words “sale” in advertisement has a power, especially for woman. For
example :
SALE 50 % ALL ITEMS.
Nowadays, the word “sale” has a big power in attracting people‟s attention,
especially for woman. In this case the use of buzz words is one of important thing in
advertisement.
2.3.1.4 Favorable Words
Favorable words are words which give a happy outcome. Favorable words in
advertisement are in adjective forms. Favorable words describe a fact. For example :
View from bedroom window.
In this sentence the writer starts the sentence with word “view”. Actually the
sentence could not speak much. These words is not favorable. Compare it with the
sentences below.
1. The magnificent view from the bedroom windows.
2. You can enjoy this magnificent view from your bedroom window.
3. You can enjoy this magnificent view of the mighty Matteborn from your
bedroom.
If we pay attention to these sentences, there is a different power in each
sentence. The first sentence can speak with the existence of favorable words
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“magnificent”. But when we come to the second sentence, the sentence becomes
scompleted by having “you can enjoy” in the beginning of sentence. Yet, it does not
speak well. So, the sentence can be changed with the sentence 3. Having some
favorable words makes the sentence more powerful. The existence of “magnificent”,
“mighty” creates favorable sentence and makes the sentence become powerful in
persuading the readers.
Here are some favorable words which are commonly used in advertisement :
Splendid
Delightful
Wonderful
Amazing
Gorgeous
Beautiful
Favorable words can be used in a form of generalization in order to create an
emotional word such as the following.
Economical
Labour saving
Time saving
Inexpensive
Mouth watering
Satisfying
Money saving
Rewarding
These words do not give detailed expalanation, however these words can help
giving a positive image, creating a good willing, and strengthening the reader‟s
beliefs.
2.3.1.5 Imperative Sentence
Imperative are words which ask the reader to do something. In advertisement,
imperative words will help an advertisement to talk much to the reader. By using
certain imperative words, it will trigger the readers to do an action. Imperative words
have a power in persuading the readers as if they are asked directly to buy the
product they are being offered.
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Young and Fitzgerald (2006 : 104) said that discourse analysis research on
advertising has revealed that interrogatives and imperatives play important roles in
persuading you – the reader – to take time to read the ad and buy the product
advertised.
In this case the existence of imperatives has a power in persuading the reader
which is expected end in the readers willing to buy the product advertised. Look at
the example below.
There will only 20 tickets for special price.
Grab it fast!
The use of imperative makes the advertisement more powerful. The word
“grab” asks the reader to have an action.
There are some imperative words which are commonly used in
advertisement.
Buy
Ring
Call
Taste
Drive
Drink
Try
Come
Send
Watch
Eat
Let
Ask
Write
Post
Smell
Look
Start
Get
Phone
Fill
Hear
Take
Enjoy
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Here are some examples of the use of imperative sentence combined with
cliches words :
1. Send today for your free sample, and try the new flavour.
2. Fill in and cut the coupon, and post it today.
3. Hear the surf, smell the flowers, taste the wine and enjoy yourself.
4. Call in and buy on now.
There are also another imperative words which give positive image in an
advertisement.
Discover
Donate
Explore
Decide
Restore
Protect
Repair
Replace
Consider
Renovate
Remember
Present
Examine
Apply
Complete
Actually, there are many imperatives used in advertisement. It depends on
the writer who writes the advertisement itself. But the point is the use of imperative
is a big consideration in an advertisement as it gives power in advertisement
advertised.
2.3.1.6 Interrogative Sentence
Beside the use of imperatives, the use of interrogatives is one of features that
is really important in advertisement. As quoted from a book The Power of Language
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written by Linne Young and Fitzgerald that the use of imperatives and interrogatives
plays an important role in persuading the readers in advertisements.
According to Zhu Linghong in his journal The Linguistic Features of English
Advertising, Interrogatives are questions primarily used to seek information or
specific point. The interrogative sentences seems more powerful in persuading
people
to
carry
out
the
desiredaction
(https://www.academia.edu/8682797/THE_LINGUISTIC_FEATURES_OF_ENGLI
SH_ADVERTISING).
The existence of interrogative word makes the sentence become powerful in
persuading the reader. A simple example is given below.
Need a car for holiday?
The use of interrogative word here seems to offer a solution towards the
readers. When the readers read the sentence, they suddenly involved in the
advertisement. As the sentence given above, when the advertisement is offered with
“need a car for holiday?”, automatically the reader who is looking for a car for
holiday will be directly attracted by the interrogative itself. As a result, the reader
will pay attention to the advertisement itself.
2.3.1.7 Alliteration
Alliteration is a stylistic literary device identified by the repeated sound of the
first consonant in a series of multiple words, or the repetition of the same sounds or
of the same kinds of sounds at the beginning of words or in stressed syllables of a
phrase.Alliteration also serves as a linguistic rhetorical device more commonly used
in persuasive public speaking. Rhetoric is broadly defined as the "Art of Persuasion",
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which has from earliest times been concerned with specific techniques for effective
communication. Alliteration also serves as a linguistic rhetorical device more
commonly used in persuasive public speaking. Rhetoric is broadly defined as the
"Art of Persuasion", which has from earliest times been concerned with specific
techniques for effective communication. Its significance as a rhetorical device is that
it adds a textural complexity to a speech, making it more engaging, moving, and
memorable. The use of alliteration in a speech captivates a person's auditory senses
that assists in creating a mood for the speaker. The use of a repeating sound or letter
forces an audience‟s attention because of their distinct and noticeable nature. The
auditory senses, hearing and listening, seem to perk up and pay attention with the
constant sounds of alliteration. It also evokes emotion which is key in persuading an
audience.
The use of alliteration in advertisement has also the same aim in making the
sentence become memorable. Sometimes, in advertisement alliteration is also called
slogan or jargoun. When an advertisement uses an alliteration it will help the readers
to remember the advertisement so the advertisement becomes powerful.
Look at the example below :
Eat well, Live well.
There is a repetition of words in this sentence. The repetition creates a
memorable advertisement by the existence of alliteration above.
The use of alliteration has been so famous in advertising and survive for
many years. Here are some alliterations which are commonly used in advertisements.
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1. „Players please‟
2. „Mars are marvellous‟
3. „Let the train take the starin‟
4. „Three Nuns, none micer‟
5. „Don‟t be vague, ask for Haig
6. „Go well, go Shell‟
2. 3 .1.8 Repetition
Repetition is used in advertising as a way to keep a brand or product in the
forefront of consumer's minds. Repetition can build brand familiarity, but it can also
lead to consumer fatigue, where consumers become so tired of an ad that they tune
out or actively avoid the product. Therefore, to be effective, repetition must occur in
the right proportion, as too much repetition may be counter-productive as an
advertising strategy.
According to Briiliant Independent Consultant, there are three functions of
repetition. They are credibility, establish brand familarity, and the first thought.
1.1. Credibility
Repetition in advertisements can really enhance credibility. Have you ever
noticed that when someone wants you to believe that something is true they
use someone well known or respected? If it is a child trying to convince
another child or something they may say, “Well Mom told me that, so it is
true.” Mom has gained her credibility with that child.
One of your goals through advertising should be to establish your credibility
through repetition. Did Mom get her credibility because she went to Harvard?
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Maybe, but more likely it is because she is there, she tells the child this or
that on a regular basis, and they see and hear her over and over. The same is
true for in advertisements. When a potential customer sees and hears you and
your brand over and over, and on a regular basis, you begin to establish
credibility with them. Then when they purchase a product, and it is what the
writer said in repetition advertisement, then you cement your credibility in.
1.2. Brand Familarity
This is much the same as credibility. However, the importance of repetition in
advertising is familiarizing people with the products. Repeating is a common
way of giving an impression towards the advertisement. When you repeat in
your ads, the readers learn. The more someone sees your brand (because of
repetition), the more familiar they become with it, and the more likely they
are to take notice at the store, or online, or whatever, and buy it.
1.3. First Thought
If you offer a product or service you want people to want you, it means that
by using repetition, you expect the readers give their first thought toward
advertisement itself.
2. 3. 1.9 Punctuation
The use of punctuation in advertisement is something which gives influence
as the aim of advertising that is to persuade people. The existence of punctuation in
advertisement creates a power in a sentence.
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For examples:
1) Save the children, now.
2) Save the children. Now !
If we compare the two sentences, in the first sentence, there is no exclamation
mark. But when we look in the second sentence, the existence of exclamation mark
(!) gives power in that sentence. The readers feel as if they were being forced to have
an action soon.
2. 3. 1.10 Abbreviation
The writing of advertisement needs good words in order to make it good. But
sometimes the use of abbreviation seems good in order to cacth people‟s attention.
Some abbreviations as the following.
„don‟t,
„you‟d,
„couldn‟t,
„what‟s,
„wouldn‟t,
„that
„won‟t,
In some occasion, we can find the lost of some letters such as “and” become
“n”. For example, „Pick ‟n Choose‟, „Fish ‟n Chips.‟ The only aim of this way is to
make the advertisement becomes interesting.
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2. 4. Relevant Studies
In doing an analysis it is better to look upon another work that is relevant to
this study. The first reference that has discussed about language power is a thesis by
Bonnie Jo Bustrum. He discussed about Language and Power in ESL class . This
thesis becomes a reference to this analysis as it helps giving understanding how
power affects activities in a class. In his thesis, Bustrum explained how language
influences the activities in class. Bustrum in his thesis explained that language has a
power in influencing each student in ESL Class in which there are unequal
participants in that class. The teacher holds a power in leading the class, and asksthe
students to do some things.The teacher as powerful participant holds power to
control non-powerful participants, the students. The teacher has power to ask the
student in doing activities, such as reading a text, dividing the class into groups, and
another activities. In this case, the teacher uses language as the grammatical forms.
For example, the teacher used imperative words to ask the students to do activities.
In this case the power is exercised by using „face-to-face‟ discourse in which the
position of participants affects the power of language. The thesis helps the readers in
understanding the effects of participant‟s position in influencing the power of
language.
In the other hand, another person that have discussed the power of language
is Wirman Valkinz in his thesis Power in Language Use; A Case Study in Gondang
Sasak Speech Community. In his thesis, Valkinz discussed about the power of Sasak
Language and how it influence people who used it. This thesis become a reference to
this thesis as it helps the writer in understanding how language affects society in
different areas. This thesis also gives contribution in helping the writer in
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understanding the effects of culture into language power. This thesis helps the reader
in understanding the relation of power in „cross-cultural‟ discourse, in which there
are unequal participants where the non-powerful people have cultural and linguistic
background different from those of the powerful people.
An article by Kalev Hannes Leetaru entitled Language Use in Advertising:
An Analysis of Linguistic Features Across Readership Domains also helps the writer
in doing this analysis.. Kalev explained how language in advertisement is choosen by
paying attention to every linguistic element to make the language itself become
persuasive and has a power to attract people. The choice of features will affect the
power of language.This is hidden power discourse, in which advertisement is the
media used in exercising power.
This thesis helps the writer in understanding
linguistic features used in advertisement language.
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REVIEW OF RELATED LITERATURE
2. 1. The Power of Language
Thompson in his article said that language has immense power, and its impact
depends entirely on how we wield it. Because words are so often used automatically
and unconsciously, we have learned to treat them tightly. By becoming more aware
of the impact and power of language, we can make more conscious, insightful
choices about how we express ourselves and how we interpret others
(https://experiencelife.com/article/the-power-of-language/).
In addition, Antony said that The power of Words refers to the most powerful
thing that man possesses, that he may use to influence others, either for good or for
evil (http://www.ecclesia.org/truth/words.html).
According to Wikipedia,The Power of Language is a measure of one‟s ability
to communicate effectively in a given language, specifically one that is not native to
the speaker. Language Power consists of two key components:
1) an ability to speak and be understood,
2) an ability to listen and understand.
Weiz and Schwietring said that the power of language not only means
language in service of power, language can also undermine power. In a more narrow
sense, this understanding of the power of language is a matter of the
instrumentalisation
of
language
for
the
purpose
of
exercising
power
(http://www.goethe.de/lhr/prj/mac/msp/en1253450.htm).
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In addition Young and Fitzgerald (2006:2) said that the power of language
focusses on how power in society is realized through language, specifically on the
role of language in producing and maintaining powerful relations.
Fairclough (1989:4) said that the contribution of language power is
particularly of how language contributes to the domination of some people by others.
The power of language means how language affects people in certain things.
Language used in daily life will have its own influences and effects. Language has a
powerful influence over people and their behavior. The choice of language to convey
specific messages with the intention of influencing people is vitally important.
Fairclough (1989:43) said that there are two aspects of the power/language
relationship that is power in discourse and power behind discourse.
2.1.1 Power in Discourse
The section on power in discourse is concerned with as a place where
relations of power are actually exercised and enacted. There are three relation of
power, they are power in „face-to-face‟ spoken discourse, power in „cross-cultural‟
discourse and hidden power
a. Power in „Face-to-face‟ Spoken Discourse
The exercise of power in a type of „face-to-face‟ discourse where participants
are unequal – what we might call unequal encounter. There will be different position
of participants in this case, and powerful participant will have power over nonpowerful participant. The power in discourse is to do with powerful participants
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controlling and constraining the contributions of non-powerful participants. It is
useful to distinguish broadly between theree types of such constraints-constraints on
1. Contents, on what is said or done;
2. Relations, the social relations people enter into in discourse;
3. Subjects, or the subject positions people can occupy.
b. Power in „Cross-Cultural‟ Encounter
The exercise of power in „cross-cultural‟ discourse is done where participants
belong to different ethnic groupings. There are unequal participants in discourse
where the non-powerful people have cultural and linguistic background different
from those of the powerful people. The existence of ethnic groupings will influence
power in discourse itself. For instance in „gatekeeping encounters‟ – encounters such
as a job interview in which a „gatekeeper‟ who generally belongs to the societally
dominant cultural grouping controls an encounter which determines whether
someone gets a job, or gets acces to some other valued objective.
c. Hidden Power
Hidden power is exercised in mass media. Mass media can be television,
radio, film, newspaper, internet and so on. Mass-media discourse is interesting
because the nature of the power relations enacted in it is often not clear, and there are
reasons for seeing it as involving hidden relations of power.
In media discourse, as well as generally writing, there is a sharp divide
between producers and interpreters. Media discourse is designed for mass audiences,
and there is no way that producers can even know who is in the audience, let alone
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adapt to its diverse sections. The power being exercised here is the power of disguise
power. It is a form of the power to costraint content : to favour certain interpretations
and „wording of events‟. It is a form hidden power, for the favoured interpretations
and wordings are those of power holder in our society.
2.1.2 Power Behind Discourse
The idea of power behind discourse is that the whole social order of discourse
is put together and held together as a hidden effect of power. The power behind
discourse is related to action. Action is normally controlled by our mind; and if one
can influence other‟s mind are typically influenced by text and talk, discourse may
thus indirectly control people‟s action.
2. 2. Advertisement
2. 2. 1. The Defenition of Advertisement
At the root of the word „advertisement‟ is the Latin verb „advertere‟, means
„to turn towards‟. It means that advertisement is a way to get an attention. Goddart
(1989:6) said,“While it is undoubtedly true that adverts are texts that do their best to
get our attention, to make us turn towards them, we would not want to say tahat
everything we pay attention to is an advert.”
Goddart (1989:2) said that advertisements are ephemeral in that each one is
short-lived, their effects are longstanding and cumulative, they leave traces of
themselves behind, which combine to form a body of messages about the culture that
produced them.
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Mandel (1984:3) defines advertising as any paid form of nonpersonal
presentation and promotion of ideas, goods, or services by an identified sponsor.
That is the messages may appear in an advertisement. Every advertisement will have
a message that need to convey to the readers.
Burke (1980:4,6) said that advertising surrounds us during all our waking
hours. Every advertisement is intended to persuade the consumer to take some
positive form of action favorable to the advertiser. Advertisement is a sales message,
directed at a mass audience, that seeks through persuasion to sell goods, services, or
ideas on behalf of the paying sponsor.
Advertisement motivates people by appealing their problem, problems and
goals by offering a means of solving their problem, satisfying their desires and
achieving their goals. To the individual consumers, a product is not so much a
physical object as a bundle of satisfaction. Automobiles provide transportation, but
also status and social and job mobility. Clothing is worn to impress others, to make
statement about wearer and keep warm. The life-giving spark of an advertisement is
its promise of the special significant benefit the product will provide a promise the
product must be able to fulfill. That special significant benefit becomes the appeal of
an advertisement. An appeal is a statement designed to motivate a person to action
and
is
often
stated
in
the
advertisement‟s
headline
or
slogan.
(http://www.blurtit.com/q249327.html).
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2. 2. 2. The function of advertisement
Eventhough each advertisement or campaign tries to accomplish goals to its
sponsor, advertising perform three basic functions.
1. Provide product and brand information. Although many advertisements are
devoid if information, providing consumers with relevant information will
aid, decision making is still the main function of advertising. The information
given depends on the needed information might simply include price and
outlet location.
2. Provides incentives to take action. In most instances, consumers are reluctant
to change established behavior. Even they are somewhat dissatisfied with the
current product is deemed difficult. Advertisement provides the consumers
with the reason to switch brand by presenting reason through copy or
graphics. Convenience, high quality, low price, warranties, or a celebrity
endorsers are all possible.
3. Provides reminders and reinforcement. It is amazing how much
advertisement is directed at current customers. Consumers forgot why they
bought a particular product brand. Advertisement must remind the customer
constantly about the name of the brand, its benefit, its value and so on. These
same messages help reinforce the consumer decision. Most TV advertisement
seems to provide this function. (http://www.blurtit.com/q249327.html)
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2. 2. 3. The Principles of Advertisement
An advertisement is way in getting consumer. Getting consumer‟s attention is
a crucial thing in advertising. According to Jefkins (1996 : 241) language in
advertisement should be able in catching AIDCA formula :
1. Attention
Attention is a first formula that should be gotten by an advertisement. In this
case, advertisement should use language that invite the readers to pay attention to an
advertisement itself. The use of language and other factors will play their role in this
formula. How an advertisement is written to get reader‟s attention.
2. Interest
Interest is one of formulas that should be gotten by an advertisement. In this
case, after getting consumer‟s attention, the next thing that should be gotten is
interest. When a consumer has paid their attention into an advertisement, they are
expected to have an interest as the next level of advertisement‟s goal.
3. Desire
The readers of an advertisement are expected not only to have an interest, but
also they have to be convinced to have a desire to have the product itself. An
advertisement should convince the reader to believe in spending their money to buy
the things advertised. In this case, the readers should have a strong reason to buy the
products advertised
4. Conviction
Advertisement is good when an advertisement has been able to create a
conviction to use, buy and enjoy a certain product. To make it happen, an
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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.ca/language%20of%20advertising.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.com/brand-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
According to Jefkins (1985 : 227) there are ten language features should be
used in advertisement, namely short sentence, simple sentence, cliches (buzz words),
favorable words, imperative sentence, interrogative sentence, repetition, alliteration,
punctuation, and abbrevation.
2. 3. 1. 1 Short Sentence
Based on Hou Weirui in English Rhetorical (1986:77) there are two kinds of
sentence according to the number of words in a sentence. Short sentences are
sentences that contain 10 words or vewer is considered as a short sentence, and
sentences that contain far more than 20, say around 30 and more are considered long.
Short sentences are usually emphatic and clear and thus they are easy to remember.
Very short sentences often pack a powerful punch. Short sentences owe much of its
power and brevity that more words would detract.
On the other hand, based on several studies, press associations in the USA,
sentences of 8 words or less are very easy to read; 11 words are easy; 14 words are
fairly easy; 17 words are standard; 21 words are fairly difficult; 25 words are
difficult
and
29
words
or
more,
are
very
difficult
(https://strainindex.wordpress.com/2008/07/28/the-average-sentence-length/).
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As the aim of advertisement at attracting the reader‟s attention and informing
them a certain product, and long sentences will drain the reader interest in reading a
text, a simple and short sentences are preferred in advertisement.
When a short sentence is at the beginning or at the end of a paragraph, it will
be extremely powerful and most emphatic. Generally, short sentences have
simplicity and directness that make the meaning easy to understand. They have
briskness and drive that carry the reader along.
Short sentences are really important in an advertisement. It has function in
cacthing the reader‟s attention. Using long sentences, the reader may have forgotten
the end by the time that speaker or writer has reached the final few words that they
are going to say or write, eventhough the readers may be paying particular attention,
but the existence of long sentences make the sentence uninteresting.
Instead of using long sentences, short sentence makes the raeders get the
whole thing in one go. The sentences used are easy to remember, easy to understand,
and more powerful in communicating the ideas.
The examples are as the following.
1) Clark Restaurant has been opened.
Come and Enjoy your favourite foods
2) Clarck Restaurant
Enjoy the Paradise Culiner
The two advertisements have the same goal in offering a new restaurant. The
first advertisement consists of 11 words and the second sentence consists of six
words. The second advertisement is shorter than the first advertisement, but the
second advertisement is easier to understand than the first advertisement.
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2. 3. 1.2 Simple sentence
According to Zhu Linghong in his journal entitled “The Linguistic Features
of English Advertising”, the frequent use of simple sentences can help to reduce the
difficulty of larck Rethe text. Meanwhile, simple sentences convey a mood of action.
Moreover, a succesion of simple sentences can make the advertisement powerful. All
these are in harmony with the goal of advertisement- to persuade readers to buy the
product
(https://www.academia.edu/8682797/THE_LINGUISTIC_FEATURES_OF_ENGLI
SH_ADVERTISING).
Simple sentences are group of words that forms a complete thought. Simple
sentences in communications are generally easy to understand, as they are to the
point. Actually, if we concentrate on part of sentence (Subject, predicate, and
complement) there are 3 kinds of sentences, they are :
1. Simple sentence
A simple sentence has the most basic elements that make it a sentence : a
subject, a verb, a complete thought.
I.e :
Joe waited for the train.
Joe is subject, and waited is verb
2. Compound Sentences
A compound sentence refers to a sentence made of two independent clauses
(or complete sentences) connected to one another with a coordinating
conjuntions such as for, and, nor, but, or, yet, andso.
I.e : Joe waited for train, but the train was late.
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The sentence consists of two clauses, “Joe waited for the train” is the first
clause, “but the train was late” is the second clause.
3. Complex sentences
A complex sentence is made up of an independent clause and one or more
dependent connected to it. A dependent clause is similar to an independent
clause, or complete sentence, but it lack of one of the elements that would
make it a complete sentence.
Dependent clauses begin with subordinating conjunctions,they are :
After
Though
Although
Unless
As
Until
Because
When
Before
Whenever
Eventhough
Whereas
If
Whenever
Since
While
The use of simple sentence will also help the reader in understanding an
advertisement. In the other hand, when a writer uses a compound sentence, it will
make the reader confused. So, in this case the use of simple sentence will influence
the effectiveness of an advertisement.
2. 3. 1.3 Cliches (buzz words)
Buzz words are words which are so simple and common used in an
advertisement. Eventhough those words are common but those words have a power
in influencing the readers. Buzz words are unique in creating a good advertisement.
One of buzz words which is used to be used in advertisement is free. The existence
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of word “free” in an advertisement will have a big power in influencing the attention
of the readers.
For example :
BUY ONE GET ONE FREE.
The existence of word “free” gives a power in advertisement. The other
famous buzz word which is so famous in advertisement is “sale”. Nowadays the
existence of words “sale” in advertisement has a power, especially for woman. For
example :
SALE 50 % ALL ITEMS.
Nowadays, the word “sale” has a big power in attracting people‟s attention,
especially for woman. In this case the use of buzz words is one of important thing in
advertisement.
2.3.1.4 Favorable Words
Favorable words are words which give a happy outcome. Favorable words in
advertisement are in adjective forms. Favorable words describe a fact. For example :
View from bedroom window.
In this sentence the writer starts the sentence with word “view”. Actually the
sentence could not speak much. These words is not favorable. Compare it with the
sentences below.
1. The magnificent view from the bedroom windows.
2. You can enjoy this magnificent view from your bedroom window.
3. You can enjoy this magnificent view of the mighty Matteborn from your
bedroom.
If we pay attention to these sentences, there is a different power in each
sentence. The first sentence can speak with the existence of favorable words
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“magnificent”. But when we come to the second sentence, the sentence becomes
scompleted by having “you can enjoy” in the beginning of sentence. Yet, it does not
speak well. So, the sentence can be changed with the sentence 3. Having some
favorable words makes the sentence more powerful. The existence of “magnificent”,
“mighty” creates favorable sentence and makes the sentence become powerful in
persuading the readers.
Here are some favorable words which are commonly used in advertisement :
Splendid
Delightful
Wonderful
Amazing
Gorgeous
Beautiful
Favorable words can be used in a form of generalization in order to create an
emotional word such as the following.
Economical
Labour saving
Time saving
Inexpensive
Mouth watering
Satisfying
Money saving
Rewarding
These words do not give detailed expalanation, however these words can help
giving a positive image, creating a good willing, and strengthening the reader‟s
beliefs.
2.3.1.5 Imperative Sentence
Imperative are words which ask the reader to do something. In advertisement,
imperative words will help an advertisement to talk much to the reader. By using
certain imperative words, it will trigger the readers to do an action. Imperative words
have a power in persuading the readers as if they are asked directly to buy the
product they are being offered.
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Young and Fitzgerald (2006 : 104) said that discourse analysis research on
advertising has revealed that interrogatives and imperatives play important roles in
persuading you – the reader – to take time to read the ad and buy the product
advertised.
In this case the existence of imperatives has a power in persuading the reader
which is expected end in the readers willing to buy the product advertised. Look at
the example below.
There will only 20 tickets for special price.
Grab it fast!
The use of imperative makes the advertisement more powerful. The word
“grab” asks the reader to have an action.
There are some imperative words which are commonly used in
advertisement.
Buy
Ring
Call
Taste
Drive
Drink
Try
Come
Send
Watch
Eat
Let
Ask
Write
Post
Smell
Look
Start
Get
Phone
Fill
Hear
Take
Enjoy
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Here are some examples of the use of imperative sentence combined with
cliches words :
1. Send today for your free sample, and try the new flavour.
2. Fill in and cut the coupon, and post it today.
3. Hear the surf, smell the flowers, taste the wine and enjoy yourself.
4. Call in and buy on now.
There are also another imperative words which give positive image in an
advertisement.
Discover
Donate
Explore
Decide
Restore
Protect
Repair
Replace
Consider
Renovate
Remember
Present
Examine
Apply
Complete
Actually, there are many imperatives used in advertisement. It depends on
the writer who writes the advertisement itself. But the point is the use of imperative
is a big consideration in an advertisement as it gives power in advertisement
advertised.
2.3.1.6 Interrogative Sentence
Beside the use of imperatives, the use of interrogatives is one of features that
is really important in advertisement. As quoted from a book The Power of Language
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written by Linne Young and Fitzgerald that the use of imperatives and interrogatives
plays an important role in persuading the readers in advertisements.
According to Zhu Linghong in his journal The Linguistic Features of English
Advertising, Interrogatives are questions primarily used to seek information or
specific point. The interrogative sentences seems more powerful in persuading
people
to
carry
out
the
desiredaction
(https://www.academia.edu/8682797/THE_LINGUISTIC_FEATURES_OF_ENGLI
SH_ADVERTISING).
The existence of interrogative word makes the sentence become powerful in
persuading the reader. A simple example is given below.
Need a car for holiday?
The use of interrogative word here seems to offer a solution towards the
readers. When the readers read the sentence, they suddenly involved in the
advertisement. As the sentence given above, when the advertisement is offered with
“need a car for holiday?”, automatically the reader who is looking for a car for
holiday will be directly attracted by the interrogative itself. As a result, the reader
will pay attention to the advertisement itself.
2.3.1.7 Alliteration
Alliteration is a stylistic literary device identified by the repeated sound of the
first consonant in a series of multiple words, or the repetition of the same sounds or
of the same kinds of sounds at the beginning of words or in stressed syllables of a
phrase.Alliteration also serves as a linguistic rhetorical device more commonly used
in persuasive public speaking. Rhetoric is broadly defined as the "Art of Persuasion",
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which has from earliest times been concerned with specific techniques for effective
communication. Alliteration also serves as a linguistic rhetorical device more
commonly used in persuasive public speaking. Rhetoric is broadly defined as the
"Art of Persuasion", which has from earliest times been concerned with specific
techniques for effective communication. Its significance as a rhetorical device is that
it adds a textural complexity to a speech, making it more engaging, moving, and
memorable. The use of alliteration in a speech captivates a person's auditory senses
that assists in creating a mood for the speaker. The use of a repeating sound or letter
forces an audience‟s attention because of their distinct and noticeable nature. The
auditory senses, hearing and listening, seem to perk up and pay attention with the
constant sounds of alliteration. It also evokes emotion which is key in persuading an
audience.
The use of alliteration in advertisement has also the same aim in making the
sentence become memorable. Sometimes, in advertisement alliteration is also called
slogan or jargoun. When an advertisement uses an alliteration it will help the readers
to remember the advertisement so the advertisement becomes powerful.
Look at the example below :
Eat well, Live well.
There is a repetition of words in this sentence. The repetition creates a
memorable advertisement by the existence of alliteration above.
The use of alliteration has been so famous in advertising and survive for
many years. Here are some alliterations which are commonly used in advertisements.
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1. „Players please‟
2. „Mars are marvellous‟
3. „Let the train take the starin‟
4. „Three Nuns, none micer‟
5. „Don‟t be vague, ask for Haig
6. „Go well, go Shell‟
2. 3 .1.8 Repetition
Repetition is used in advertising as a way to keep a brand or product in the
forefront of consumer's minds. Repetition can build brand familiarity, but it can also
lead to consumer fatigue, where consumers become so tired of an ad that they tune
out or actively avoid the product. Therefore, to be effective, repetition must occur in
the right proportion, as too much repetition may be counter-productive as an
advertising strategy.
According to Briiliant Independent Consultant, there are three functions of
repetition. They are credibility, establish brand familarity, and the first thought.
1.1. Credibility
Repetition in advertisements can really enhance credibility. Have you ever
noticed that when someone wants you to believe that something is true they
use someone well known or respected? If it is a child trying to convince
another child or something they may say, “Well Mom told me that, so it is
true.” Mom has gained her credibility with that child.
One of your goals through advertising should be to establish your credibility
through repetition. Did Mom get her credibility because she went to Harvard?
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Maybe, but more likely it is because she is there, she tells the child this or
that on a regular basis, and they see and hear her over and over. The same is
true for in advertisements. When a potential customer sees and hears you and
your brand over and over, and on a regular basis, you begin to establish
credibility with them. Then when they purchase a product, and it is what the
writer said in repetition advertisement, then you cement your credibility in.
1.2. Brand Familarity
This is much the same as credibility. However, the importance of repetition in
advertising is familiarizing people with the products. Repeating is a common
way of giving an impression towards the advertisement. When you repeat in
your ads, the readers learn. The more someone sees your brand (because of
repetition), the more familiar they become with it, and the more likely they
are to take notice at the store, or online, or whatever, and buy it.
1.3. First Thought
If you offer a product or service you want people to want you, it means that
by using repetition, you expect the readers give their first thought toward
advertisement itself.
2. 3. 1.9 Punctuation
The use of punctuation in advertisement is something which gives influence
as the aim of advertising that is to persuade people. The existence of punctuation in
advertisement creates a power in a sentence.
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For examples:
1) Save the children, now.
2) Save the children. Now !
If we compare the two sentences, in the first sentence, there is no exclamation
mark. But when we look in the second sentence, the existence of exclamation mark
(!) gives power in that sentence. The readers feel as if they were being forced to have
an action soon.
2. 3. 1.10 Abbreviation
The writing of advertisement needs good words in order to make it good. But
sometimes the use of abbreviation seems good in order to cacth people‟s attention.
Some abbreviations as the following.
„don‟t,
„you‟d,
„couldn‟t,
„what‟s,
„wouldn‟t,
„that
„won‟t,
In some occasion, we can find the lost of some letters such as “and” become
“n”. For example, „Pick ‟n Choose‟, „Fish ‟n Chips.‟ The only aim of this way is to
make the advertisement becomes interesting.
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2. 4. Relevant Studies
In doing an analysis it is better to look upon another work that is relevant to
this study. The first reference that has discussed about language power is a thesis by
Bonnie Jo Bustrum. He discussed about Language and Power in ESL class . This
thesis becomes a reference to this analysis as it helps giving understanding how
power affects activities in a class. In his thesis, Bustrum explained how language
influences the activities in class. Bustrum in his thesis explained that language has a
power in influencing each student in ESL Class in which there are unequal
participants in that class. The teacher holds a power in leading the class, and asksthe
students to do some things.The teacher as powerful participant holds power to
control non-powerful participants, the students. The teacher has power to ask the
student in doing activities, such as reading a text, dividing the class into groups, and
another activities. In this case, the teacher uses language as the grammatical forms.
For example, the teacher used imperative words to ask the students to do activities.
In this case the power is exercised by using „face-to-face‟ discourse in which the
position of participants affects the power of language. The thesis helps the readers in
understanding the effects of participant‟s position in influencing the power of
language.
In the other hand, another person that have discussed the power of language
is Wirman Valkinz in his thesis Power in Language Use; A Case Study in Gondang
Sasak Speech Community. In his thesis, Valkinz discussed about the power of Sasak
Language and how it influence people who used it. This thesis become a reference to
this thesis as it helps the writer in understanding how language affects society in
different areas. This thesis also gives contribution in helping the writer in
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understanding the effects of culture into language power. This thesis helps the reader
in understanding the relation of power in „cross-cultural‟ discourse, in which there
are unequal participants where the non-powerful people have cultural and linguistic
background different from those of the powerful people.
An article by Kalev Hannes Leetaru entitled Language Use in Advertising:
An Analysis of Linguistic Features Across Readership Domains also helps the writer
in doing this analysis.. Kalev explained how language in advertisement is choosen by
paying attention to every linguistic element to make the language itself become
persuasive and has a power to attract people. The choice of features will affect the
power of language.This is hidden power discourse, in which advertisement is the
media used in exercising power.
This thesis helps the writer in understanding
linguistic features used in advertisement language.
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Universitas Sumatera Utara