Abstract
The objectives of this research are (1) to find out the linguistic features used in Revlon advertisements,(2)to describe the persuasion techniques of language style used in Revlon advertisements,and (3) to find out the most dominant linguistic feature used in Revlon advertisements.This research was conducted by using qualitative and discourse analysis method.The researcher used 31 Revlon advertisements.The research data were collected by choosing the clauses or phrases from Revlon Cosmetics which showed some linguistics features and persuasion techniques.Research findings showed that (1) there were two linguistic features used in Revlon advertisements. They were lexical feature and syntactic feature. (2) the persuasion techniques that used in Revlon were pioneering stage, competitive stage and retentive stage. (3) the most dominant linguistic feature used in lexical feature was simple vocabulary which occurred 58.82% while in syntactic feature was incomplete sentence which occurred 30.43%.
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