1. LANGUAGE FOR ADVERTISEMENT
CREATED BY;
Latifah
Intan Monalisa

2. ADVERTISEMENT Advertising:
“The tool used by many companies in order to inform prospective customer about their products and services”
“Verbal/non-verbal, public, one way communication”

3. Function of Advertisement
Clow and Baack (2012):
To promote the awareness of the brand, i.e. to make its brand and corporate image strong and known.
To inform, i.e. advertising provides information to both consumers and business clients, which facilitates the purchasing process
To persuade people that one brand is better than another (p )

4. Cont’d
The main function of advertising is informational or communicative function, as advertising has always been used primarily as a means of communication between the advertiser and the target audience.
Advertising is a means of communication that informs the prospective customer about products or services in a visually or verbally attractive way and helps them to make the informed decision.

5. Type of Advertisement Lars (1999):
The advertisement according to the geographical area: local, national, international or global
The advertisement according to the medium that carries the advertisement: print or electronic
The advertisement according to the purpose: commercial or non-commercial(p.14).

6. The Slogan of Advertisement
A short phrase used by the company in its advertisements to reinforce the iden.tity of the brand.
Slogans are more powerful than companies’ logos and can be easily remembered and recited by people.
Slogans have to clearly state the main idea of the advertisement, i.e. they have to be easy to understand.

7. Cont’d e.g Nokia “Connecting People” Nike “Just do It”
Adidas “Impossible is nothing”.
The best slogans are instantly associated with the company without need of saying the name of the company, such as I’m lovin’ it, the majority of people is able to recognize McDonald Company immediately.

8. Cont’d
Slogans are short text messages that need to be kept simple; however, one word is usually not enough.
Slogans often use grammatical structure that would not be accepted anywhere else except for advertising.

9. Characteristic of Language of Advertisement
Phonological aspect
Rhyme
Rhythm
alliteration
Onomotapoea
Lexical aspect
The use of monosyllabic verbs
The use of weasel word
The use of favorable word
Semantics aspect
the use of figurative language

10. Rhyme Correspondence of sound between words of endings of words
Words which rhyme have the same last sound
E.g.
“Drinking kills driving skills”
(the City of Sydney Media Center with Roads and Traffic Authority).

11. Rhythm
The movement or sense of movement communicated by the arrangement of stressed and unstressed syllables and by the duration of the syllables.
Rhythm is perceived on a subconscious level without noticing it thus making slogans a memorable, repeatable sentence.
E.g.
“Live your life, love your home” (IKEA)
“Terus terang, terang terus” (Philips)
“Aku dan kau, suka Dancow” (Dancow)

12. Alliteration
A figure of speech in which consonants, especially at the beginning of words, or stressed syllables, are repeated.
E.g.
“Today, Tomorrow, Toyota” (Toyota)

13. Onomatopoeia The formation and use of words to imitate sounds. E.g.
“Zoom-Zoom” (Mazda)
from the repetition of the word “zoom”.

14. The Use of Monosyllabic Verbs
Monosyllabic word including;
“ make, get, take, try, co me, go, have, need, see, use, give, serve, choose, let, look, call, come”
To make the advertised information easily understood and remembered
The high frequency of monosyllabic verbs used in the sample ads also helps to make the ads more persuasive.

15. The Use of Weasel Words
Something that someone says either to avoid answering a question clearly or to make someone believe something that is not true.
The word “buy” is rarely used in ads. because the word “buy” contains the meaning “to obtain something by giving money” which often makes people associate with their “unwilling outgoings”.

16. Cont’d
“Because when you get this much car for this little money, you win”
The word “get” here connotes the meaning of “obtaining something without having to pay the money”, and so it avoids giving readers the impression that they are being persuaded or even lured to do the purchase

17. The Use of Favorable Words
Adjective
Verb
New
Make
Good/ better/ best
Get
Delicious
See
Fresh
Have
Full
Buy
Sure
Come
Clean Go
Wonderful
Know
Special
Keep
Real
Feel
Extra
taste

18. The Use of Comparative and Superlative Degrees
The advertisers do not make specific comparisons between their product and others by naming or referring to their rivals
E.g.
“X washes whiter”
“Rinso membersihkan paling bersih”

19. The Use of Personal Pronouns
The pronoun “you”and “we” make the language sound warm and friendly
help to narrow the gap between the advertiser and the reader, and make the ads more appealing.
E.g.
“We want to make flying an experience of excellence… You’ll enjoy more leg room and our attentive service． And you’ll appreciate our unique lie－flat seats offering the ultimate in sleeping comfort.”

20. The Use of Compounds
“You can lose twice the weight with the slim－fast plan”
the compound “slim－fast” is used to modify “plan”， meaning “which makes you slim fast”.

21. Semantics: Figurative language
“Figurative language also has a striking and memorable quality which suits it for slogans and headlines”
Figurative language in slogan including;
Personification
Simile
Metaphor
hyperbole

22. Personification
Advertisements can often use personifications when advertised objects are endowed with human qualities to make it more dramatic, interesting, more attractive, and familiar to the potential customer.
E.g.
“The first creme that renews your skin during the night” (Nivea).

23. Simile
“One thing is likened to another, in such a way as to clarify and enhance an image”
Simile presents an explicit comparison and is instantly made recognizable by the use of words such as “like” or “as”.
E.g.
“Easy as Dell” (Dell).

24. Metaphor Describing one object in terms of another
Metaphor usually presents an implicit comparison and contributes to the aesthetics of the message as well as emphasizes the main idea
Two seemingly unrelated things are compared by stating that one is the same as the other
E.g.
“Open Happiness” (Coca Cola)
“It gives you wings” (Red Bull)

25. Hyperbole
Hyperbole is “a figure of speech which contains an exaggeration for emphasis”.
Used for humorous purposes as well as to create strong impressions and emotional responses.
E.g.
“Fight wrinkles! Renew collagen in just 48 hours” (Lancôme)