The structure of advertising text is crucial to understand. Advertising text serves as a form of notification and aims to persuade or convince the audience to purchase the advertised product or service.

According to the Indonesian Dictionary (KBBI), advertising is informative ordering and aims to stimulate and persuade the public to be interested in marketed products and services. Almost everyone has seen marketing messages in their daily lives, whether in print or electronic form.

Advertising text involves efforts to influence someone’s decisions or actions, such as persuading them to buy a particular product. Therefore, in marketing messages, excitement should be prioritized to captivate the audience with the message content.

In the context of advertising text, the language used includes facts and opinions. Facts reflect real events, while opinions are used to attract the attention of potential buyers.

Here is an explanation of the essence of advertising text, its structure, and the language rules applied. The goal is to ensure that marketing messages can generate interest in the promoted product or service.

Principles of Advertising Text Structure

In advertising activities, it is essential to use appropriate advertising language. Advertising language should be chosen with suitable, attractive, polite, and logical words. Advertising can be interpreted as a message conveyed to the public (consumers) orally or in writing.

Generally, there are two types of advertisements: commercial advertisements and public service advertisements.

Criteria for Quality Advertising

Several important criteria for creating a good advertisement include:

1. Language Selection: The choice of words should be precise, attractive, polite, and logical. Figures of speech used in advertisements are suggestive.
2. Conciseness: The advertisement should be short, highlighting the essential parts.
3. Content: The advertisement should be objective and honest, avoiding targeting specific groups or other manufacturers.
4. Attention-Grabbing: It should be able to capture the attention of a large audience.

Structure of Advertising Formation

To create effective advertisements and achieve desired goals, certain criteria must be met. One of them is the structure of advertising formation, which involves:

1. Source: The advertiser who takes the initiative and funds the advertisement.
2. Message: Information conveyed in both verbal and nonverbal forms.
3. Media: The means used to convey the advertisement, such as print and electronic media.
4. Receiver: Individuals or groups targeted by the advertisement.
5. Effect: Refers to changes occurring in the receiver, including attitudes, thoughts, behaviors, habits, and lifestyles.

Text Structure in Advertising

Referring to the work “Tekun Berbahasa Indonesia” by Churin In Nabillah, the structure of advertising text can be divided into three main parts:

1. Orientation: The initial part introducing the product or service being offered.
2. Body of the Advertisement: Discussing the core of the promotion or offer in the advertisement. It can also be a social message from an institution aimed at the general public.
3. Justification: Contains explanations facilitating the public’s access to the offered product or service. This information is usually accompanied by details such as phone numbers, social media accounts, website addresses, email addresses, or other relevant information.

Principles of Language in Advertising Text

In addition to structure, advertisements have specific language principles that differentiate them from other texts, namely:

1. Persuasive and Imperative: Using language that can persuade and give commands to influence readers or viewers. This is crucial in public service advertisements.
2. Appeal: In advertising, using simple, memorable, and attractive language for the target audience is essential. Spelling accuracy and punctuation are also important elements.
3. Information Delivery: Using informative language to convey the differences and advantages of the advertised product compared to others. Advertising text should instill confidence and trust in consumers to purchase the advertised product or service.
4. Use of Short Words: Some types of advertising text commonly use abbreviations or acronyms that are widely accepted. For example, SHM (certificate of ownership), BU (need money), and LB / LT (building area).
5. Inclusion of Facts and Opinions: Advertising text contains both factual statements and opinions. Facts are real and accountable information, generally covering product identity, composition, and utility value. Meanwhile, opinions or views in advertising text are used to attract buyers with persuasive language, such as invitations, affirmations, or subjective views.

In the structure of advertising text, persuasive language and appeal are key, accompanied by clear information delivery. The use of short words and the inclusion of facts and opinions strengthen the message, enhance appeal, and motivate consumers to take action.