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Library's collection Library's IT development CancelThe development of technology has increased the production of children
products from year to year. To promote the products, indeed, the producer needs
advertisements in order to inform, attract, and persuade the children, as the
consumers, to buy the product. Since television becomes a part of children?s life, the
writer chooses advertisements on television as the source of this study. This study is
about the language claim on children advertisements. A claim usually shows the
superiority of the product by using clever vocabulary to manipulate the consumers.
Therefore, consumers should pay attention and carefully to the claim so they will not
misunderstanding about the product. Moreover, the writer would like to identify the
claims used on children advertisements, and also the claims that mostly used on the
children advertisements. The data is analyzed employing the theories written by
Schrank, (1998) which on the book titled "Exploring language". He has classified the
kinds of claim into ten categories. For supporting the theory, the writer used Lutz?s
theory, where he classified the words that are used for Weasel Claim. Descriptive
quantitative approach is used in this study. Findings show that Weasel claim is the
most frequently use claim on children advertisement because perhaps, children can
understand the words such as help, can be, work, etc, easily. Furthermore, "can be" is
used the most among the weasel claim. On the other hand, the use of endorsement or
testimonial claim and the compliment of the consumers could not be found in this
study.