An Analysis on the Language Style of the Utterances in Magnum Advertisements

Sonia Niken Permatasari, Made Frida Yulia


The role of broadcasted advertisements is undeniably important for thecompanies to market their products. To convince the audience, advertisers have toconvey the persuasive message through the use of linguistic features. Those linguisticfeatures will influence the persuasion techniques used in advertisements and thepower relation which is built between the companies and the consumers.This study attempted to s olve two research problems related to the languagestyle of the utterances in Magnum advertisements. They were (1) What are thelinguistic features of Magnum advertisements? (2) What kind of power relation doesMagnum have upon consumers through the advertisements As an endeavor to solve those two problems, document analysis was employed in analyzing the transcript of the utterances in ten (10) Magnum advertisements. The first research problem was solved by categorizing the words or the sentencesinto some linguistic features of advertising language proposed by Grey (2008). Thesecond research problem was solved by interpreting the power relation in Magnumadvertisements based on Frenchs and Ravens theory (1959).From the obtained data, it was found that there were only a few linguisticfeatures which appeared in Magnum advertisements. The power relation betweenthe companies and the consumers could be defined easily because the utteranceswere clear enough. Furthermore, the simplicity of Magnum advertisements presentedMagnums special characteristics albeit the advertisers did not vary the languagestyle.


language style, advertisement, Magnum, linguistic features, power relation

Full Text:



Asher, R. E. (1994). The encyclopedia of language and linguistics (Vol. 2).

Oxford: Pergamon Press.

Cook, G. (1996). The discourse of advertising. London: Routledge.

French, J. R. P., & Raven, B. (1959). The bases of social power. Ann Arbor, MI: University of Michigan Press.

Gilson, C. & Berkman, H. (1986). Advertising, concept and strategies. Blacklick. OH: McGraw-Hill College.

Goddard, A. (2002). The language of advertising (2nd ed.). New York:


Grey, D. (2008). Language in use. Cambridge: Cambridge University Press.

Leech, G. N. (1972). Englishin advertising: A linguistic study of advertising in Great Britain. London: Longman.

Leedy, P. D., & Ormrod, J. E. (2005). Practical research: Planning and design (8th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

Magnum Official Website. (n.d.). About Magnum. Retrieved on October 2nd, 2012, from

Peirce, C. S. (1886). Writings of Charles S. Peirce: A chronological edition (Vol. 6). Bloomington, IN: Indiana University Press.

Supriyono, A. (2006). Power relation between producers and consumers created in English advertisement. (Unpublished masters thesis). Semarang: Semarang University.

Triandjono, I. (2008). Semiotika iklan mobil di media cetak Indonesia. (Unpublished masters thesis). Semarang: Diponegoro University.


Article Metrics

Abstract view : 8368 times
PDF view: 3220 times


  • There are currently no refbacks.

Copyright (c) 2016 Sonia Niken Permatasari, Made Frida Yulia

Indexed and abstracted in:



LLT Journal Sinta 2 Certificate (S2 = Level 2)

We would like to inform you that LLT Journal: A Journal on Language and Language Teaching has been nationally accredited Sinta 2 by the Ministry of Education, Culture, Research and Technology of the Republic of Indonesia based on the decree  No. Surat Keterangan 158/E/KPT/2021. Validity for 5 years: Vol 23 No 1, 2020 till Vol 27 No 2, 2024



This work is licensed under CC BY-SA.

Creative Commons Attribution-ShareAlike 4.0 International License


Free counters!

 LLT Journal: A Journal on Language and Language Teaching, DOI:, e-ISSN 2579-9533 and p-ISSN 1410-7201is published twice a year, namely in April and October by the English Language Education Study Programme of Teacher Training and Education Faculty of Sanata Dharma University, Yogyakarta, Indonesia.