Ad Text in Indonesian

Previously, we have discussed about news text, exemplum text, review text, and procedure text in Indonesian. On this occasion, we will review the ad text related to its characteristics, structure, and rules. But before that, we first understand what is meant by advertising.

Advertising by Big Language Dictionary Indonesia is news orders to encourage, persuade the general public to be interested in the goods and services offered. Advertising is also interpreted as a notification to the public about goods or services being sold, displayed in the mass media (letter newspapers and magazines) or in public places. Meanwhile, according to the Indonesian Advertising Council, what is meant by advertising is a form of communication about the product and/or brand to the target audience, so that they provide responses that are in accordance with the advertiser's objectives. Based on this understanding, advertising is intended to communicate information business to potential customers or customers. Usually, advertisements provide information about advertising firms, product quality, where the advertised product is available, and so on.

Then, what is the ad text?

According to the Ministry of Education and Culture (2015), what is meant by advertising text is text that contains persuasion to do or not do something. Ad text is also interpreted as one of the most important media effective in promoting goods or services to the general public. Ad text is usually made as attractive as possible to be able to attract attention and influence the audience to use the goods or services offered.

a. Ad Text Function

Ad text has several functions, including the following.

• Provide information to the general public about the latest products, both goods and services.
• Persuade, in the sense of persuading the audience to use the product, either the goods or services offered.
• reminder, in the sense that an attractive ad text can be remembered by the audience.

b. Ad Text Section

Ad text usually consists of several parts such as title, illustration, photo, ad body, and logo. Here is a brief review.

• Title refers to the title of the ad or
• Illustration refers to the images related to the advertised product.
• Photo refers to product photos that display the advertised product brand.
• Advertising agency refers to information relating to the advertised product.
• Logo refers to the slogan or company name.

c. Ad Text Language

According to the Indonesian Advertising Council (2014), the language used in advertising texts must be easily understood by the general public. In the sense of not using superlative words unless accompanied by data and reliable facts. Therefore, language used in the ad text must contain opinions and facts.

According to the Big Indonesian Dictionary, facts are things (conditions, events) that are reality. Fact is also defined as something that really exists or happened. Meanwhile, what is meant by opinion is an opinion, thought or stance. It can be said that opinions related to the products advertised in the ad text must be accompanied by supporting facts.

d. Ad Text Form

There are various forms of ad text, namely ad text in the form of word groups, ad text in the form of clauses, ad text in the form of sentences, ad text in the form of groups of words and sentences, ad text in the form of audio-visual, and ad text in the form of sound,

• Ad text in the form of word groups. A word group is a combination of two or more words that are non-predicative. The structure of the ad text in the form of word groups only contains the body of the ad. (Also read: Examples of Endocentric Phrases in Advertising)
• The ad text is in the form of a clause. A clause is a grammatical unit in the form of a group of words, which at least consists of a subject and a predicate, and which has the potential to become a sentence. The structure of the ad text in the form of a clause contains only the body of the ad.
• Ad text sentence form. Sentence is the smallest unit of language that can express a complete thought or every utterance that can reveal a complete information. The structure of the ad text in the form of a sentence only contains the body of the sentence.
• Ad text in the form of words and sentences has a text structure that contains the body of the advertisement in the form of a single sentence and the justification in the form of an incomplete sentence.
• The ad text is in the form of audio-visual. This form of ad text can be found in advertisements on media television or the internet. (Also read: Example of Advertising on the Internet)
• Ad text in the form of sound. If audio-visual ad text is often found in advertisements on television and internet media, advertising text in the form of sound or audio is only found in radio media. The structure of the ad text on radio generally only consists of the orientation and body of the ad and this can be seen from the ad script that is made.

Characteristic

Ad text has special characteristics that distinguish it from other texts. The characteristics in question are as follows.

• Advertising text is a text that combines elements of images with words, elements of motion, and sound.
• The ad text includes macro genre text, which is text that contains information from various sources.
• Generally, the ad text structure consists of orientation, ad body, and justification. There are also ad texts that do not have a clear structure.
• In context, some ad text structures can be analyzed and some cannot.
• Ad text can be in the form of word groups; clause; sentence; combinations of words, clauses and sentences; sound as well as picture and sound.
• The ad text refers to certain linguistic rules such as persuasive, imperative, rhyming or poetic, positive impression, concise, using slogan sentences, using the first person subject, using nonverbal presentations, and not superlative.

Structure

Ad text can be in the form of text that can be read or heard and which can not be heard or read. Therefore, ad text belongs to a complex type of macro genre. There are text structures that can be analyzed and some cannot be analyzed in context. The structure of the ad text generally consists of: fromorientation, ad body, and justification. However, it should be understood that not all ad texts have the same text structure.

• Orientation generally contains a title located at the top of an ad text. However, in certain ad texts, the title of the ad is not often found, but the name of the product being advertised.
• Ad body refers to the core of the ad that contains the name of the advertised product. Usually, the ad body is in the form of tribe words, words, groups of words, or sentences that make up the structure of the text.
• Justification refers to the closing part of the ad text which contains a description of the advertised product including advantages, specifications, methods get products, sales locations, telephone numbers that can be contacted, and so on so that audiences are interested in buying the desired product advertised.

Rule

The purpose of the ad text is to offer the product to the audience. Therefore, the ad text should be structured with reference to certain linguistic rules. The linguistic rules of the ad text in question are persuasive, imperative, rhyming or poetic, positive impression, concise, using slogan sentences, using the first person subject, using nonverbal presentations, and not superlative.

Thus, the linguistic rules of the ad text are as follows.

• persuasive. The Big Indonesian Dictionary defines persuasive as something that is subtly persuading (so) to be convinced. In the ad text, the words or sentences used generally use persuasive words or sentences. The goal is for consumers to believe and believe in the products offered. (Also read: Example of a persuasive paragraph about advertising)
• Imperative. According to the Big Indonesian Dictionary, imperative is a form of command for a sentence or verb that states a prohibition or obligation to carry out an action. Examples include come, follow, attend, leave, manifest, declare, enjoy, preferably, come, come, help, and don't.
• Rhyming or poetic. In the ad text, the words used are usually poetic. The goal is to make advertisements look attractive and create a certain impression on consumers.
• Positive effect. The language used in the ad text should be able to create a positive impression in the minds of potential consumers and consumers. This can be done by using language that is familiar to the ear and is often used in the community.
• Concise. In addition to using poetic and positive words, the ad text also generally uses concise language. In the sense that the language used is short, concise, clear language so that it is easy to remember and easily understood by potential consumers and consumers.
• Slogan sentence. According to the Big Indonesian Dictionary, slogans are words or short sentences that are interesting or striking and easy to remember to tell something. Slogans are also interpreted as words or sentence short, interesting, striking, and easy to remember to explain the goals of a group ideology, organization, political parties, and so on. Slogan sentences are commonly used in ad text. The goal is to make it easy for the audience to remember. Slogans usually consist of 4 to 5 words that are simple, creative, and interesting, and easy for readers to remember.
• Use the first person subject. This language rule is commonly used in ad text and aims to replace the advertiser's party or actors. The first person subject used is the plural or singular first person subject, namely we, me, or
• Nonverbal presentation. In addition to using persuasive sentences, slogans, and types of sentences On the other hand, ad texts also often use nonverbal presentations to attract the attention and interest of buyers. The nonverbal presentation in question is in the form of images or other graphic media that unique, interesting, and meaningful from the products offered. The goal is to create a certain impression and make an impression on the memory of the audience who sees it.
• Not superlatives. Ad text should not use superlative words such as “most”, “number one”, “top” or other words.word starting with -ter, and/or having the same meaning. Superlative words may be used if they are supported by reliable data and facts.

Thus a brief review of the ad text related to its characteristics, structure, and rules. Other articles that can be read include food advertisement example, example of a drink ad, sample job advertisement, give an example of an opinion sentence in an ad, example of short news text, example of news text in newspaper, example of news text about school, and sad news example. May be useful. Thank you.