AD TALK: A STYLISTIC ANALYSIS ON RADIO ADVERTISEMENT OF HERBAL CAPSULES IN SEBUANO

Language is essential for persuasion and communication, and it is also
a key instrument for enhancing the efficiency of advertising.
With this hypothesis in mind, this study determined what are the common linguistic features particularly the lexical and syntactic features as well as the persuasion techniques utilized in each radio advertisement using the theory of Grey (2008) and Kleppner (1986). The findings of the study showed that the linguistic features used in the advertisements were weasel words, familiar language, simple vocabulary, repetition, humor, glamorization, potency, association, of imperatives, short sentence, long noun phrase, present tense, syntactic parallelism and ambiguity. However, based on the responses of the selected respondents, the linguistic features that persuaded them to purchase the products were glamorization, repetition, familiar language, humor, weasel words, simple vocabulary, use of imperatives and syntactic parallelism. In addition, the persuasion techniques found in the advertisements were pioneering and competitive stages which were used to introduce quality and uniqueness of the products. By the results of the study, it is inferred that linguistic features and persuasion techniques were pivotal in each of the Sebuano herbal capsule advertisement and they were used as major tools in enriching the effectiveness of language of advertising or the advertising itself.