Nama : dewina zahrin auliya

Rangkuman Penulisan Bahasa iklan

advertising comes from greek, which means to lead people to ideas. While comprehensive understanding of advertising is all form of activity to bring and promote ideas, goods, or services in a nonpersonal manner paid by a particular sponsor. In general, the advertisement is the presentation of non-personal information about a product, brand, company, or shop that is executed with certain compensation fees. Thus, advertising is a communication process that aims to convince and direct people to take meaningful action for advertisers. Ads that have appeal including ads that are useful to provoke responses from consumers. To attract attraction then creatively translated into ad execution. In this case, the categories used rationally and emotionally, or a combination of both. A product or service must position itself to place the image of a product or service into the consumer's mind. for that, the specific things that need attention, among others, attributes, price, quality, usage, user perceptions, and product categories. which is not less important is to find and place a special position in the minds of consumers.

the structure of words in the writing of the language of advertising :

·         Evocative : looking at consumer needs, providing solutions, and paying attention

·         Informative : words must be clear, friendly, communicative, and not long-winded

·         Persuasive : the sequence of sentences makes the target audience comfortable, happy, peaceful, and entertaining.

·         Powered motion : word compositions appreciate the time during the offer period or the promotion period.

To convey ideas about the mind in the language, an ad writer must know the rules of language, such as grammar, rules of play, idiom, nuance or contemplation of a word, and so on. In addition, the language used in ad creation should be able to direct the target audience to buy, use, or switch to the advertised service product. In terms of language, there are two types of language that must be differentiated. Both languages are related to normative language and descriptive language.

language guidelines used for advertising language, such as :

1.      Easy to understand consumers

2.      The language is simple and clear

3.      Without compound sentences

4.      Active sentence, not a passive sentence

5.      Solid and strong language

6.      Positive language, not a negative language

To write a script using Indonesian language, they must master EYD. So that its meaning can be captured by the target audience. Language must retain meaning when we disclose to others, so that they understand what we express. Informative language, explain 5W + 1H clearly and briefly in accordance with what will be advertised later.

            In general the advertising language has the following principles :

1.      Ad content questions honestly, responsible and not contrary to applicable law.

2.      The advertisement of the content of his statement is far from the element of offending and degrading state, religion, immorality, customs, culture, ethnicity and class.

3.      The advertisement of the content of the statement affirms the principle of fair competition.

Advertising language is very influential on all aspects of advertising and even in daily life requires simple words but can be much sympathetic to other people or our interlocutors, and also can be concluded that the advertising language that includes more pictures. Can attract readers' fans by interpreting the ad language tailored to the type of ads that will be published to the general public.