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It is obvious that language plays a vital role in the society in general and in everyone's life in particular. We use language of all kinds every day, if it is not to say, every moment to communicate with other people, to get ourselves and our own opinions expressed and vice versa to get the same things from others (Gyllgard, 2006). Mastering that communicative power of language, sensible advertisers seem to always try their best to utilize language as a powerful tool to influence the viewers. More specifically, they often try to use language quite distinctively in order to catch viewers' attention (adcracker.com). For example, they sometimes play with words, use them out of context, and create new ones in order to help viewers remember a certain brand. Sometimes, those words become the famous slogan for the brand like Moving Forward for Toyota cars or Malaysia Truly Asia for Tourism in Malaysia. Language in advertisements is also used as internationalized (Sadek-Endrawes, 2008), which is expected to be beneficial in order to create same response from viewers of different countries in case the product comes into the global market. Another observation which is recorded by French researchers about language use in advertisements is that 50 percent of all words are supposed to be nouns and verbs. In conclusion, with the wise choice of language, advertisers can make outstanding effects on advertisement viewers.

Most advertisers know that advertising techniques have persuasive energy and that the strength of such persuasive energy is measured in several ways, but most importantly in relation to a target audience (adkracker.com). It is explained by adcracker.com that different target audience have different lifestyles, different attitudes, different feelings and emotions, which is consequently resulted in different behaviors. Thus, successful advertisers are often sensible in building adverts that can get people to take action or plant a belief in the minds of their prospective buyers by closely associating their adverts with the targeted viewers. It is also agreed by itvdictionary.com that the “personalization” to a group of target audience can lead to “greater awareness”. More specifically, in a ChoiceStream survey, they noted that 38% of respondents say that they are more willing to pay attention pay attention to such individually focused advertising.

Men and women are different in various aspects which can mainly be categorized into biological and social factors. Consequently, different terms are coined to show such differences, for example “sex” and “gender”.

Sex is defined by Eckert and McConnell-Ginnet (2003:10) as a “biological categorization” which is based primarily on “reproductive potential” and “gender” is the “social elaboration” of biological sex. This means that “sex” is something fixed before birth (Thomas, 2004) with while “gender” is something that the social life shapes on us continuously in every pace of our life (Graddol and Swann, 1994:8). And it is believed and proved by many researches (Coates, 1993; Tannen, 1993; and Trudgill, 2000) that gender has a major influence on language use by a process named “socialization” (Tannen 1993:84)

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