THE LANGUAGE OF ADVERTISING FOR HEALTH PRODUCTS IN TELEVISION: ITS IMPACT ON VIEWER'S PERCEPTION

Christina Maya Iriana Sari, Johan Kristanto

Abstract


The language of advertising has certain characteristics and characters that are expected to be able to manifest or present what the advertiser wants to show to the wide community. Language engagement in advertising is not a thing that can be denied. In an advertisement, the language plays an important role in the process of delivering the product in order to be accepted by the viewers . The use of language becomes one of the important aspects for the success of advertising to influence the public to be interested in that advertised product. The phenomena of language advertising using unique and different language style is a strategy to attract the attention of consumers. This paper aims to identify the language style and characteristics of health products advertisement in television, to describe the message or its meaning, to know the impacts of language of advertising on viewer‘s perception. The study used a mix method design of research. The quantitative data was taken from a questionnaire and the qualitative data were gathered from observation and interview. The language in advertising can incite an emotional response to the viewers. It is consciously and intentionally attempt to create a positive impression of the products on viewer's perception

Keywords


Language Style, Advertisement, Communication

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