LANGUAGE OF ADVERTISING MESSAGE AS APPEARED IN THE 7-11 APPLICATION

Abstract

The purpose of this research is to study the language characteristics of advertising messages which appeared in Seven-Eleven Application in terms of word usage through collecting data 500 Messages from the advertising message in the 7-11 application. The following conceptual framework; theory of language usage, has been used and taken into account. It was found that there are the following 8 types of word usage in advertising messages which appeared in Seven-Eleven Application. 1. The use of foreign words, divided into 1.1 Foreign words that retain the form of the original ones and 1.2 Transliterated words 2. The use of Slang, divided into 2.1 Slang words from existing words and 2.2 Slang words from newly born words 3. Abbreviations divided into 3.1 Abbreviations by cutting and 3.2 Abbreviations by using consonants 4. Repeated words divided into 4.1 Repeated words to emphasize the meaning more firmly 4.2 Repeated words in pairs and 4.3 Repeated words to indicate the plural. 5. Words in a new context. 6. Double words, including words with double meanings. 7. Words expressing emotion, divided into 7.1 Words expressing happy emotion, and 7.2 Words expressing surprised emotion and 8. Dialect words, including Isaan dialect words.