PERSUASIVE DISCOURSE IN LANGUAGE STYLE
IN YOU C 1000 ADVERTISEMENTS
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements
to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Yosua Adi Wicaksana
Student Number: 111214176
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM
DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2016
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PERSUASIVE DISCOURSE IN LANGUAGE STYLE
IN YOU C 1000 ADVERTISEMENTS
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements
to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Yosua Adi Wicaksana
Student Number: 111214176
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM
DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2016
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When the obstacles come, don’t forget to smile!
Keep on Fighting!!
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ABSTRACT
Wicaksana, Yosua Adi (2016). Persuasive Discourse in Language Style in You C
1000 Advertisements. Yogyakarta: Sanata Dharma University
Advertisements are one of persuasive discourses that are extensively used
in our daily lives. Those are found in magazines, newspapers, leaflets, billboards,
televisions, and radios, offering various products, services, or ideas. As a branch
of stylistics, advertisements have two characteristics which differentiate them
from other discourses, such as the typical linguistic features and the persuasion
techniques.
This research studied two research problems. The first was to classify and
analyze the linguistic features which were used in advertisements. The second one
was to identify the persuasion techniques used by the copywriter to advertise the
products in advertisements.
This research used content analysis and was categorized as a qualitative
research. To answer the first research problem, the researcher used theory which
was proposed by Grey (2008) to categorize the words or the sentences into some
linguistic features of advertising language. The second research problem was
answered by classifying the persuasion techniques proposed by Kleppner (1986).
Based on the data, the researcher found that the copywriter did not use all
of the linguistic features to advertise the You C 1000 product. The simplicity
which was made in those advertisements was clearly understood based on the
persuasion techniques which were used. Furthermore, this research could be used
as an authentic example of teaching and learning English advertisement and gave
more information about the use of linguistic features and persuasion techniques in
advertisements.
Keywords: advertisements, You C 1000, linguistic features, persuasion techniques
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ABSTRAK
Wicaksana, Yosua Adi (2016). Persuasive Discourse in Language Style in You C
1000 Advertisements. Yogyakarta: Universitas Sanata Dharma
Iklan merupakan salah satu dari wacana persuasi yang digunakan secara
luas di dalam kehidupan sehari-hari. Iklan banyak ditemukan dalam majalah,
koran, leaflet, papan iklan, televisi, bahkan radio, serta menawarkan bermacam-
macam produk, jasa, atau ide. Sebagai salah satu dari variasi bahasa, iklan
mempunyai dua ciri yang membedakannya dari wacana lain, yaitu tipe aspek
linguistik dan teknik persuasi.
Penelitian ini mempelajari tentang dua permasalahan penelitian. Yang
pertama adalah untuk mengklasifikasikan dan menganalisa aspek-aspek linguistik
yang digunakan dalam iklan. Yang kedua adalah untuk mengidentifikasi teknik-
teknik persuasi yang digunakan oleh penulis naskah iklan untuk mengiklankan
produk –produk iklan.
Penelitian ini menggunakan analisis isi dan termasuk dalam kategori
penelitian kualitatif. Untuk menjawab permasalahan yang pertama, peneliti
menggunakan teori yang diusung oleh Grey (2008) untuk mengategorikan kata-
kata atau kalimat-kalimat ke dalam aspek linguistik bahasa iklan. Permasalahan
yang kedua dijawab dengan mengklasifikasikan teknik persuasi yang diusung oleh
Kleppner (1986).
Berdasar pada data yang didapat, peneliti menemukan bahwa penulis
naskah iklan tidak menggunakan semua aspek linguistik untuk mengiklankan
produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas
berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian ini dapat
digunakan sebagai bukti nyata dari kegiatan belajar mengajar tentang materi-
materi bahasa iklan, dan memberi informasi tentang penggunaan aspek linguistik
dan teknik persuasi pada iklan.
Kata kunci: advertisements, You C 1000, linguistic features, persuasion
techniques
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ACKNOWLEDGEMENTS
It has been a long-winded journey I went through to finish my thesis.
Fortunately, there were many people who walked beside me to strengthen and
encourage me in facing every single obstacle during the process of finishing this
thesis as one of the steps I had to take. I would like to sincerely express my
gratitude to those kind-hearted people.
First of all, I thank the Almighty Jesus Christ for His never ending
blessing to me so finally I can reach the edge of my years in the ELESP of Sanata
Dharma University by finishing this thesis. I would have never done it vigorously
without His grace.
Profound appreciation is addressed to my thesis advisor, F.X. Ouda Teda
Ena, S.Pd., M.Pd., Ed.D., for being very patient in guiding me. I thank him for
spending his valuable time to critically read my writing and to give comments to
improve my thesis.
Besides my advisor, I would like to thank Miss Yuseva Ariyani
Iswandari, S.Pd., M.Ed., my academic advisor, who has always supported and
motivated me with her teasing.
My sincere gratitude also goes to all ELESP batch 2011 mates, especially
Cabbage Hair Crew, Opek, Kimcil, Gembel, Gege, Hanung, Alex, Yoga,
Malik, and Eka for having the same struggle, sharing with each other, and for
our dynamic togetherness.
Special thanks go to my family. Words cannot express how grateful I am
for my father, Bartholomeus Budi Windarto and my mother, Purwati Rahayu
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Vinsensia for all of the sacrifices that they have made on my behalf. I thank my
elder sister and her husband Mbak Tia and Mas Fanny, my younger sister, Teti,
my grandmother, Emak, and also my special girlfriend, Ega. Their prayers for me
were what sustained me thus far.
Finally, I give indebtedness to everyone I could not mention here for their
support, prayers, and help throughout the entire process. Nothing can express my
gratitude. God counts them among His belongings.
Yosua Adi Wicaksana
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TABLE OF CONTENTS
Page
TITLE PAGE…..………………………...………………………………………i
APPROVAL PAGES….………………………………………………………...ii
MOTIVATIONAL PAGE…..…………………………………………………..iv
STATEMENT OF WORK’S ORIGINALITY ................................................... v
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI . .......................... vi
ABSTRACT ......................................................................................................... vii
ABSTRAK ............................................................................................................ viii
ACKNOWLEDGEMENTS ................................................................................. ix
TABLE OF CONTENTS ..................................................................................... xi
LIST OF TABLES ............................................................................................. xiii
LIST OF FIGURES ........................................................................................... xiv
LIST OF APPENDICES .................................................................................... xv
CHAPTER I INTRODUCTION .......................................................................... 1
A. Research Background ................................................................................... 1
B. Research Problems ....................................................................................... 4
C. Problem Limitation ....................................................................................... 4
D. Research Objectives ..................................................................................... 5
E. Research Benefits ......................................................................................... 5
F. Definition of Terms ...................................................................................... 6
CHAPTER II REVIEW OF RELATED LITERATURE ................................. 8
A. Theoretical Description ................................................................................ 8
B. Theoretical Frameworks ............................................................................. 20
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CHAPTER III RESEARCH METHODOLOGY ............................................ 23
A. Research Methods....................................................................................... 23
B. Research Setting ......................................................................................... 24
C. Research Subjects ....................................................................................... 25
D. Research Instrument and Data Gathering Technique ................................. 25
E. Data Analysis Technique ............................................................................ 26
F. Research Procedures ................................................................................... 28
CHAPTER IV RESEARCH FINDINGS AND DISCUSSION ....................... 30
A. The Linguistic Features of You C 1000 Advertisements ............................ 30
1. The Lexical Features of You C 1000 Advertisements ............................ 30
2. The Syntactic Features of You C 1000 Advertisements ......................... 36
B. The Persuasion Technique of You C 1000 Advertisements ....................... 41
CHAPTER V CONCLUSIONS AND RECOMMENDATIONS ................... 45
A. Conclusions ................................................................................................ 45
B. Recommendations ...................................................................................... 47
REFERENCES .................................................................................................... 49
APPENDICES ..................................................................................................... 52
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LIST OF TABLES
Page
Table 3.1 The Hyperbole of Miss Universe‟s Version of
You C 1000 Advertisements ………………………………...…… 27
Table 3.2 The Checklist of Persuasion Techniques in
Miss Universe‟s Version of You C 1000 Advertisements .……… 28
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LIST OF FIGURES
Page
Figure 4.1.1 The Lexical Features of You C 1000 Advertisements………. 31
Figure 4.1.2 The Syntactic Features of You C 1000 Advertisements…….. 37
Figure 4.2 The Persuasion Techniques of You C 1000 Advertisements… 41
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LIST OF APPENDICES
Page
Appendix A. The Transcript of Miss Universe‟s Version of
You C 1000 Advertisements ……........................................... 53
Appendix B. The Data Analysis of Miss Universe‟s Version of
You C 1000 Advertisements ………………….…..………... 56
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CHAPTER I
INTRODUCTION
In this chapter, the researcher discusses the background of the research.
Background of the research contains the reason why the researcher chose this
topic and a brief introduction of theories of advertisement language. The next
parts of this chapter are the research problems in which the questions are
formulated, the problem limitation which limits the scope of this research, the
research objectives which contain expected outcomes from this research, the
research benefits which identify the contribution from this research, and the
definition of terms which contains useful terms used in this research. Each of
them will be described and presented in this chapter.
A. Research Background
As social being, people cannot live without others. People live in
togetherness for fulfilling each other. Therefore, people need a language as a tool
and medium of communication to interact with others. The role of language has
become very important in the world. Through language, people are able to express
their feelings. By using language, people deliver their feelings whether they feel
good or bad, other people are be able to catch the messages from the senders. As
what Whardaugh (1997, p. 7) says that language allows people to say things to
each other and express their communicative needs. The needs appear in many
terms, including social, education, politics, entertainments, and advertisements.
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However, people can be rude and mad because of the misinterpretation and
misunderstanding on what the other people actually say. In this case, people must
have a deeper knowledge about language and its function.
Nowadays, mass media hold an important role to meet companies‟
needs. Every company needs media to introduce their products to the consumers.
Mass media can be in the form of pamphlets, brochures, advertisements, and
many more. How companies present their products through mass media is
considered as an important thing. It is because the consumers often judge certain
products from what they understand by seeing the mass media first before using
the products. Kertajaya (1997) also adds that consumers are basically familiar
with the brand instead of the product itself. Consumers will comment
spontaneously on the advertised products of companies whether the products are
good or not. Mostly, consumers give some judgments based on what other people
say without trying to use the products first. Automatically, the consumers‟
judgments can affect the image of the companies themselves.
One of the mass media which becomes most well-known is
advertisement. Many companies use advertisements for particular aims. As what
Taylor, Anita, Rosegrant, Meyer, & Samples (1990) say that the functions of
advertisements are to create consumers‟ awareness and product differentiation, to
create consumers‟ good will, to reinforce existing behavior, and to make sales. To
achieve their profits, many companies use broadcast advertisements because
people are already familiar with many kinds of advertisements in television,
internet, and radio.
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Since Keegan (2003) mentions that advertisement is defined as any
sponsored paid communication placed in mass medium vehicle (p. 153), there are
many kinds of advertisements which are made in creative forms. For example,
there are advertisements of cosmetics, cigarettes, food, and many more. It is
assumed that language plays its role as the predominant means of communication
in advertisements.
Based on the aim of advertisement to persuade people to buy the
product, an advertisement must imply persuasive power. According to Grey
(2008), advertisers often use some linguistic features, such as hyperbole,
repetition, neologism, glamorization, and some syntactic features, such as short
sentence, long noun phrase, use of imperative, and ambiguity to convey the
persuasive message of advertisement. Besides, advertisers also need to use some
strategies in order to steal the audiences‟ attention as the consumers‟ target. The
use of certain strategies in making advertisements can influence consumers‟ point
of view on the product itself. Choosing the right persuasion techniques is a must
for the advertisers if they want the audiences buy the advertised products. Not
only for the advertisers, but this knowledge is also important for the audiences to
know the language used and the techniques of persuasion in order to choose the
better one to consume. It is why the researcher is interested in choosing this topic
because the researcher observed the use of language in advertisement of a product
can affect the consumers‟ perception to buy the product. This research focuses on
the linguistic features and the persuasion techniques which are used in vitamin
drink advertisements.
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B. Research Problems
The researcher has formulated two problems for this research. The
problems of this research are formulated as follows:
1. What are the linguistic features of Miss Universe‟s version of You C
1000 advertisements?
2. What kinds of persuasion techniques were used by the Miss Universe‟s
version of You C 1000 advertisements?
C. Problem Limitation
The limitation of this research is to discover the answers to the two
research problems. This research mainly discusses and analyzes the characteristics
of advertisement language such as the linguistic features and the persuasion
techniques which are used. The researcher analyzes the linguistic features based
on the theory proposed by Grey (2008) in his Language in Use. The linguistic
features of vitamin drink advertisements are specified into two parts; those are the
lexical features and syntactic features. Then, to discuss about persuasion
technique types, the researcher uses Kleppner‟s theory (1986). The analysis is
directed towards the English utterances or spoken words in vitamin drink
advertisement namely You C 1000. This brand is chosen because You C 1000 is
one of local vitamin drink products which are able to compete in global market.
Since the speaker is also important for the advertisement, You C 1000 is the first
vitamin drink which endorses Miss Universe as the icon of this product. Besides,
they are native speakers, the script of You C 1000 advertisements which were also
delivered in English. Furthermore, it is rarely found that the advertisements which
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describe the whole information of their product using English. The advertisements
mostly use English only in their tag lines.
D. Research Objectives
Based on the research problems above, this research is expected to come
with two objectives. Those are stated as follows:
1. To classify and analyze the linguistic features of Miss Universe‟s
version of You C 1000 advertisements.
2. To identify the persuasion techniques used by the Miss Universe‟s
version of You C 1000 advertisements.
E. Research Benefits
Considering the problems and the objectives of this research, the
researcher expected that this research might be able to give some benefits to:
1. Readers
The readers have deeper knowledge about language features and the
techniques of persuasion in advertisements. It helps the readers to get the point of
the advertisers when the readers are watching even in hearing some
advertisements.
2. Students of English Department
This research is useful for the study of English linguistics or literature.
The ELESP students are expected to understand the features of language and the
persuasion techniques in advertisements. This research may appear as an idea to
study stylistics using advertisements or to give the students some references to
study the language deeper.
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3. The English lectures, teachers, and educators
The results of this research are expected to be a contribution or
additional data for teaching linguistics or other related subjects. Particularly, it is
hoped to be an outline to teach the language elements of functional texts,
especially advertisements. It can be a learning medium to give a good example of
alternative interesting learning, because learning is not only from books.
4. Other or future researchers
The researcher hopes that the results of this research can give sufficient
information for future linguistic researchers who want to conduct the same topic
about advertisements. This research is able to be an additional reference to
comprehend more about language styles, features and the techniques of
persuasion which are used in advertisements.
F. Definition of Terms
To avoid misinterpretation and to have better understanding of this
research, some terms will be defined. In this part, the researcher also provides the
explanation of special terms used. The following definitions aim to help the
readers to comprehend the contents of this research:
1. Persuasive Discourse
Persuasion is defined as human communication designed to influence
others by modifying their beliefs, values, or attitudes (Simons, 1976: 21). From
this definition it is noticed that there are three crucial points. First, persuasion is
one of human communication forms in which there are exchanges of messages
between human beings; which involves acts, whether verbal or non-verbal,
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spoken or written, explicit or implicit, face to face or via indirect media such as
televisions, magazines, newspapers, pamphlets, and the like. Second, it involves
attempted influence. From psychological point of view, to influence another
means to alter his or her behavior in preferred ways (Simons, 1976: 20). Third,
persuasion is aimed at modifying not only overt behavior in preferred ways, but
also beliefs, values, and/ or attitudes. Attitudes are judgments about how to act;
beliefs are judgments about what is true or probable; values are abstract
judgments about such matter as what is moral, important, beautiful, and the like.
From the explanations above, it can be concluded that persuasion means
a type of discourse that attempts to influence others by modifying their beliefs,
ideas, and attitudes. The examples of persuasive discourse are debates, political
campaigns, and advertisements.
2. Language Style
According to Verdonk (2002), style in language is a set of conscious or
unconscious choices of expression, inspired or induced by particular context. In
this research, language style is a general term which refers to the linguistic
features. Those linguistic features are lexical features and syntactic features, such
as hyperbole, weasel words, imperative, and long noun phrase.
3. Persuasion Technique
According to Ross (1994), persuasion is a process of skillfully and
ethnically using logical thoughts, effective appeals, credibility and ethnical proof
to influence and motivate others to responds as you wish them to (p. 68). Besides,
a persuasion technique is a strategy that is used to persuade people.
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CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter is to review some theories of terms related to the problem
and to formulate the theoretical framework. Therefore, this chapter is divided into
two subtopics namely theoretical description and theoretical framework.
Theoretical description is to describe the theoretical issues related to the problem
and theoretical framework is to explain the thread of the theories to formulate the
orientation of the research.
A. Theoretical Description
In this part, the theories which are used for analyzing this research will
be delivered. And the theories which are going to be used are sociolinguistics,
advertisement, language style of advertisement, and persuasion technique.
1. Sociolinguistics
According to Yule (2010, p. 254), sociolinguistics is a part of linguistic
study which focuses on language which is dealing with social and cultural
phenomenon in one society. It usually explores the field of language, society, and
things which are related to social sciences, especially psychology, anthropology,
and sociology. Trudgill (2000, p. 32) also adds that the study of sociolinguistics
is related to cultural phenomenon so that it can affect the way people speak or talk
since it is determined by the social context. The idea is strengthened by Holmes
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(2013) which states that people who study linguistics will probably concern on
describing people‟s different ways of speaking in different social contexts. The
sociolinguists also try to investigate the use of language to convey messages.
As language functions to convey messages, there must be social
interactions between the members of community. Those social interactions can
indicate the relationship of the people who are involved. In other words, since
communication uses language as its main means, of course it will involve the
distinctive personality, attitudes, and beliefs, and emotions of the speakers in the
society. Therefore, there are two important objects to be identified in
sociolinguistics. Those are the use of language and the society that uses the
language. Since sociolinguistics contains two objects of study, this research
focuses on the language used in advertisement; the language used which is related
to the linguistic study and advertisement which is related to the social study.
2. Advertisement
This section provides theories related to advertisement, namely
definition of advertisement, types of advertisement, and the functions of
advertisement.
a. Definition of Advertisement
Wodak (2007) states that advertisement is referred to a form of discourse
in the sense that is influenced not only structure of language and the modality of
lifestyle, but also the content of routine daily acts of communicative exchanges.
People are familiar with advertisement as in newspapers, magazines, pamphlets,
and brochures. The advertisements which fill the pages of those media known by
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printed advertisements. Besides, commercials interrupt television and radio
program constantly. As Beasley and Danesi (2002) pointed out those brand
names, logos, trademark, jingles, and slogans or taglines have become part of the
“mental encyclopedia” of virtually everyone who lives in modern society (p. 1). It
implies that the language of advertisement and people‟s lifestyle are related to
each other by of communication.
b. Types of Advertisement
Cook (2001) categorizes advertisements according to several criteria.
First, advertisement is categorized by its medium, for instance newspaper,
magazines, radio, television, and internet. Second, advertisement is categorized by
product or service, for instance luxuries versus household necessities, product
advertisements versus non-product advertisements. Third, it is categorized by
technique, for instance, the hard-sell advertisement that makes a direct appeal to
the prospective buyer and the soft-sell advertisement that works through
indirectness and implication. Fourth, advertisement is categorized by consumer
that is considered as the most important factor for an advertisement to succeed.
c. Functions of Advertisement
Taylor (1986) states there are some functions of advertisements. Those
functions are to create consumer awareness and product differentiation, to create
consumer good-will, to reinforce the existing behavior, and to make sales. An
advertisement, as a marketing tool, has the main role of persuading people to
encourage purchasing. Encouraging people to purchase goods and services is the
main role of advertising. Some industries rely on advertising more than others. A
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cereal company, for instance must advertise more aggressively, due to the wide
array of competing products, than a power company that faces little competition.
Advertisers often influence members of society to purchase products based on
instilling a feeling of scarcity or lack. Rodgers (2012) adds that advertisement is a
brand building which means it creates and beliefs about brands in consumers‟
minds (p. 5).
3. Language Style of Advertisement
Stylistics is a branch of applied linguistics concerned with the study of
style in texts. According to Wales (2001), the goal of most stylistics is not simply
to describe the formal features of texts for their own sake, but in order to show
their functional significance for the interpretation of the text; or in order to relate
literary effects to linguistic „causes‟ where these are felt to be relevant. Moreover,
Simpson (2004) states that stylistics has two caveats. The first is that creativity
and innovation in language use should not be seen as the exclusively preserve of
literary writing. Many forms of discourse (advertising, journalism, popular music-
even casual conversation) often display a high degree of stylistic dexterity, such
that it would be wrong to view dexterity in language use as exclusively to
canonical literature. The second caveat is that the techniques of stylistic analysis
are as much about deriving insights about linguistic structure and function as they
are about understanding literary texts. Short (1995) also adds that the main aim of
stylistic analysis is to explicate how our understanding of a text is achieved, by
examining in detail the linguistic organization of the text and how a reader needs
to interact with that linguistic organization to make sense of it. Often, such a
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detailed examination of a text reveals new aspects of interpretation or helps us to
see more clearly how a text achieves what it does.
An advertisement has its own particular language style. The style of
advertisement deals with the stylistics, especially linguistic features. As written in
the book Language in Use, Grey (2008) differentiates the linguistic features of
advertisement language style into two parts. Those are lexical features and
syntactic features.
a. Lexical Features
Lexical features, especially the use of certain words, present
advertisements to be more unique. Lexical features make advertisers reconsider
the diction of advertisements to grab consumers‟ attention and willingness.
1) Hyperbole
Leech (1972) states that hyperbole is often concerned with personal
values and sentiments. It is used to vary the expression of personal feelings and
opinion. Frequently, hyperbole uses adjectives and adverbs. In general, people use
hyperbole to exaggerate something, especially in describing something in
exaggerating manner, for instance, the use of more, new, great, slim, real, fresh,
and improved in some advertisement slogans.
2) Neologism
Grey (2008) defines a neologism as a new word or an expression which
is created by joining two or more word parts together to create an entirely new
word. Neologism may also have novelty impact. For example, Volvocracy is a
neologism of people in the government who deal with democracy and drive
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Volvos. The sother examples are Beanz Meanz Heinz, Cookability,
Schweppervescence, Tangoed, Wonderfuel.
3) Weasel Word
Weasel word is a modifier that practically negates the claim that follows.
According to Grey (2008), a weasel word suggests a meaning without actually
being specific. These are some words which are used as weasel words, such as
helps, like, up to, part of, virtually, enriched, worth, fresh, tested, traditional,
guaranteed, organic and scientific. For example, totally different makes the
consumers raise a question „different from what?‟ but there is no exact
explanation of that question.
4) Familiar Language
The pronoun you is often used in advertisements to show more friendly
attitudes toward consumers. Grey (2008) says that the use of that pronoun makes
the audience feel to be involved within the advertisement. For instances, the
slogan of Nissan, SHIFT_the way you move and Microsoft‟s slogan Your
potential. Our passion. show that the use of pronoun you, your, and our give
friendly attitude to the consumers.
5) Simple Vocabulary
Grey (2008) also states that the language of advertisements should
enable the audience to always remember the words. It can be said that
advertisement must be simple, brief, and clear. This simplicity has also to be
attractive to make the consumers can easily understand what the advertiser
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means. The goal of the advertisement will be smoothly received when the
consumers understand what they are reading or hearing the slogan at once.
6) Repetition
According to Grey (2008) repetition is usually used to make the brand‟s
name or brand‟s slogan more interesting. Repetition also mostly appears in
written parts. There are three types of repetition. They are alliteration, rhyme, and
rhythm. Alliteration is the repetition in the initial consonant sound of a word to
produce rhythmical and musical effect. Rhyme is a pattern of identity of sound
between words extending from the end to the last fully accented vowel. Rhythm is
a regular pattern produced by varying the stressed and unstressed syllables of the
words.
7) Euphemism
Based on Grey‟s explanation (2008), euphemism is a type of figurative
language which carries connotative meaning. For example, to say that somebody
is a smelly person, people can use the euphemism body odor. The other example
is clean round the bend for a toilet cleaner. Body odor and clean round the bend
sound better because those can avoid saying an unpleasant word.
8) Humor
Humor is a quality in something that makes it funny. Humor is useful to
attract and to entertain the audience. Grey (2008) also states that humor can be
verbal or visual, but aims to show the product positively. Humor can gain
consumers‟ attention to the advertised product because most people love humor
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instead of something serious. The product also becomes more interesting because
of the use of humor.
9) Glamorization
The words employed in advertisements are modified in such a way by
combining the words which are uncommonly used in daily speaking is one way to
give glamorization touch in advertisements. Grey (2008) gives an example of
glamorization, like old house becomes charming, characterful, olde worlde, or
unique. Like small house becomes compact, bijou, snug or manageable. The use
of those words will make the house become more interesting. It will be interesting
to say charming house instead of old house and compact house instead of small
house.
10) Potency
Grey (2008) suggests that potential words are those which are able to
give new value, novelty or immediacy. Potential words are able to influence the
audience. Ogilvy as is quotes by Grey (2008) identifies the words free, now, how
to, suddenly, announcing, introducing, it’s here, just arrived, important
development, improvement, amazing, sensational, remarkable, revolutionary,
startling, miracle, magic, offer, quick, easy, wanted, challenge, compare, bargain,
hurry, and last chance as the potential words.
b. Syntactic Features
Syntactic features deal with the categories of words having the same
grammatical properties. Grey (2008) classifies syntactic features of advertisement
based on the emergence of similar grammatical structure in the form of phrase.
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The simplicity of advertising language can be easily seen from the syntactic
features of advertisement.
1) Short Sentence
A short sentence gives a clearness impact for the audience when they
hear the utterances in advertisements. The impact is usually at beginning of text,
often using bold or large type for the headline, tagline, and slogan. The purpose of
this is to capture the audience‟s attention. For example, a tagline of insurance
company is Arrange your insurance with NFU. That tagline uses short sentence
but it has clear and complete information as the consumers want to know.
2) Long Noun Phrase
Grey (2008) says that a long noun phrase describes the advertised
products in three or more words or two or more independent phrases to impress
the audience. Long noun phrases frequent use pre and post modifiers for
descriptions. It can make consumers feel that the advertised product has many
special qualities if it is compared to other similar types of product. For the
examples, the slogan of BMW “The ultimate driving machine” and Mercedes‟
slogan “Engineered like no other car in the world” indicate the use of long noun
phrase.
3) Ambiguity
There is a phrase or a sentence which has more than one cognitive
meaning. It is called an ambiguous phrase or sentence. Leech (1972) differentiates
between lexical ambiguity which consists of grammatical homonymy and
grammatical polysemy. Grey (2008) adds that ambiguity may be syntactic or
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semantic (puns for example). The use of ambiguity may make a phrase
memorable and re-readable. For instance, the product which has the ambiguity
features is the Apple‟s slogan “Think Different”. Apple‟s slogan avoids using the
word “differently”, even though the adverb might have been more grammatically
correct, because its intended message is to make the audience think about
“different”.
4) Use of Imperative
An imperative can be used to make an order. Advertisers use an
imperative to make the audience act or do something, including buy or use the
advertised product. For example, the imperative used in a poster of newly
launched cassette album, Grab it now! Buy it now! That imperative suggests the
audience to buy the cassette album.
5) Simple and Colloquial Language
This kind of language is only used in informal expressions. Grey (2008)
assumes that colloquial expressions do not bear the meaning they normally have.
For example, it ain’t half good. That sentence looks very informal because of the
use of ain’t which can indicate the presence of simple and colloquial language. In
fact, it is often complex and it is impressed ambiguous.
6) Present Tense
A present tense gives as if the condition is real whenever the audience
sees or hears the advertisements. Grey (2008) says that a present tense implies a
universal timelessness. It makes the audience will see or hear that sentence like in
the real time.
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7) Syntactic Parallelism
Leech (1972) defines parallelism as a repetition of formal patterns of
two or more similar ideas in similar structural forms. For example, stay dry, stay
happy. The word stay is repeated to make the sentence more interesting for the
audience because the similar pattern.
8) Association
Advertisements should associate the positive side of the product to
something else. It is sometimes indicated by the words like and as. For example
fresh as a mountain stream. The freshness is associated with a mountain stream
although those are two different things.
9) Ellipsis
Goddard (2002, p. 123) defines ellipsis as “the omission of part of a
structure.” This definition also strengthened by Cook (1996) which says one of
aims of the use ellipsis is to create the sense of informality. Automatically, the use
of ellipsis makes the complete sentence becomes to be an incomplete sentence. As
long as it is used in the right track, for example it is used in advertising or in other
an informal language, it is helpful for the advertiser or the audiences.
10) Incomplete Sentence
Grey (2008) identifies an incomplete sentence as one of the linguistic
features of advertisements. Using an incomplete sentence helps the audience to
catch the main point of advertisements. Incomplete sentence or more familiar
called fragments totally help the advertiser to send the message because it can
save space and emphasize the points; it can be more conversational and a better
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idea to call an action. For example, when there is a company gives a customer a
call of action like “Visit our Website!” It is more effective instead of its complete
sentence “We want you to visit our website for more information.”
4. Persuasion Techniques
Kleppner (1986) proposes an idea of the classification of persuasion
techniques based on the marketing situation and human characteristics. The main
consideration of those three techniques is the product existence in the marketing
area and how people‟s attitude towards the product. These are three techniques of
persuasion: pioneering stage, competitive stage, and retentive stage.
a. Pioneering Stage
This technique is used to introduce a product which has been just
released. Typically, advertisers will show consumers that they can meet their
needs by using the advertised product. Besides, advertisers convince consumers
that the product will give satisfaction in an efficient way. In 2011, Lane, King,
and Reichert conclude that pioneering advertising generally stresses what the
product can do, offer, or provide that could not have been done, offered, or
provided by any product before. It is important for advertiser to remember what
determines the stage of the advertising is consumer perception of the product (p.
95).
b. Competitive Stage
The advertisers direct people to choose the products which have existed
in the market. Lane, King, and Reichert (2011) state that once consumers accept a
pioneering product, there is going to be competition. At this point, the main
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question the consumer asks is, “Which brand shall I buy?” (p. 98). Many
advertisements need to compete with others to win people‟s interest towards the
advertised products. It is usually done by showing the uniqueness of the product
which makes it different from other brands. Advertisers should emphasize why
consumers should choose the advertised product instead of other similar products
from other brands. For examples, it can be seen from the slogan of some fast food
brands which competing each other. The slogan of KFC, Kentucky Fried Chicken,
Jagonya Ayam!, Texas Fried Chicken‟s slogan says, Texas Chicken, Renyahnya
Nomor Satu!, and McDonald‟s slogan says, McDonald’s, I’m Lovin It! Then, the
consumers can freely select the products which they consider best to consume.
c. Retentive Stage
The purpose of retentive stage is to maintain the existence of the
advertised product. By using this technique, advertisers give reminder to
consumers that a product still exists in markets. Advertisers use this technique
when the advertised product has been marketed for a long time. Retentive stage is
also known as reminder stage because it can be a reminder for the audience about
the existence of the advertised product, (Lane, King & Reichert, 2011, p. 100).
B. Theoretical Frameworks
As described previously, it can be noticed that an advertisement is a
form of communication that has a purpose to persuade. It is also directed to a
group of people and not a face to face communication. The source of
communication is the advertiser, whereas the receiver/audience is the consumer.
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Thus, most advertisements try to be persuasive, although some advertisements are
intended merely to inform, not to persuade. Therefore, the brief explanation of
some related theories of this research have been mentioned in this chapter.
Based on the theoretical description, the researcher wraps up the
appropriate theories to accomplish the objectives of this research. There are two
major theories which are used to answer the formulated research questions. Those
are the language style of advertisements and the persuasion techniques.
To answer the first research question, related to the use of certain
linguistic features of advertisements, the researcher analyzes the language style of
advertising based on Grey‟s theory (2008). There are two parts of language style
in advertisements. The first part is the lexical features that deal with the lexical
items or the use of words. They consist of hyperbole, neologism, weasel word,
familiar language, simple vocabulary, repetition, euphemism, humor,
glamorization, and potency. The other part is the syntactic features which deal
with the grammatical properties. Those consist of short sentence, long noun
phrase, and ambiguity, use of imperative, simple and colloquial language, present
tense, syntactic parallelism, association, ellipsis, and incomplete sentence. The
researcher analyzes the utterances of vitamin drink advertisements and then
classifies them to the characteristics of advertisement linguistic features proposed
by Grey (2008). The main reason why researcher chooses the theory of Grey is
because there is specific description on the characteristics of advertisement
language. Different from other theories of the advertising language, Grey‟s theory
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(2008) provides the classification on the lexical features and the syntactic
features.
The second research question which is related to the use of persuasion
techniques is answered by identifying each vitamin drink advertisement based on
the theory of three persuasion techniques proposed by Kleppner (1986). They are
pioneering stage, competitive stage, and retentive stage. The main reason why the
researcher uses Kleppner‟s theory (1986) is because it has clearer types of
persuasion techniques to be used to classify vitamin drink advertisements.
Kleppner (1986) distinguishes the persuasion techniques clearly based on the
marketing situation and human characteristics. Therefore, the researcher is clearly
able to categorize vitamin drink advertisements into the types of persuasion
techniques by using checklist which is used in vitamin drink advertisements based
on Kleppner‟s theory (1986).
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CHAPTER III
RESEARCH METHODOLOGY
This chapter presents the methodology used to obtain data of the
research. There are six parts in this section, namely the research method, the
research setting, the research participants, the research instruments and data
gathering technique, the data analysis techniques, and the research procedure. The
research method contains the definition of the research type chosen by the
researcher as well as the problem formulation. The research setting inform about
when the research is conducted. The research subject section aims to elaborate on
the subjects of the research as well as the methods of sampling. The instruments
and data gathering technique include the explanation of the instruments used by
the researcher in the research. The data analysis technique is in regard to the data
analysis. The last one, the research procedure, is the steps taken in the research.
A. Research Methods
This research has two questions to be answered. Those are (1) what are
the linguistic features in Miss Universe‟s version of You C 1000 advertisements?
and (2) what kinds of persuasion techniques were used by the Miss Universe‟s
version of You C 1000 advertisements?
To answer those two questions, the researcher conducted research which
was categorized into qualitative research. Brown and Rodgers (2002) state that
qualitative research is “research which is based predominantly on non-numerical
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data reveals that it can be subdivided into various different non-numerical
qualitative research techniques for gathering data, for example observations/field
notes, case studies, diaries, etc” (p. 12). This research did not deal with any
numerical data because it would focus on the descriptive research which is
defined by Best and Kahn (1989) as a type of research that describes what is
describing, recording, analyzing, interpreting conditions that exist.
Since this research studied the content of certain issues, in this case You
C 1000 advertisements which were found in television‟s commercial break in
local television stations in Indonesia was categorized as a content or document
analysis. Ary, Jacob, and Razavieh (2002: 442) define content or document
analysis as “research method applied to written or visual materials for the purpose
of identifying specified characteristics of the materials”. The materials were
usually in the form of newspapers, scripts, textbooks, advertisement, and any
other types of documents. In brief, the materials used in content analysis represent
forms of human communication (Leedy & Omrod, 2005: p. 142).
B. Research Setting
This research began in May 2015. This research was conducted at the
English Language Education Study Program Sanata Dharma University by using
library study and analyzing the television advertisements of You C 1000. The
advertisements which were selected were Miss Universe‟s version of You C 1000
advertisements. However, to get the data more accurately the researcher
downloaded You C 1000 advertisement videos in youtube.com.
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C. Research Subjects
Concerning the subjects of the research, there were 9 advertisements of
Miss Universe‟s version of You C 1000 (Miss Universe 2005, 2006, 2008, 2009,
2010, 2011, 2012, 2013, and the combination of Miss Universe 2008, 2012, and
2014). You C 1000 is a vitamin drink which is produced by PT. Djojonegoro.
You C 1000 vitamin drinks themselves have three variants such as vitamin lemon,
vitamin orange, and vitamin apple.
D. Research Instrument and Data Gathering Technique
This research was a qualitative reseach. According to Domegan and
Fleming (2007), “Qualitative research aims to explore and to discover issues
about the problem on hand, because very little is known about the problem. There
is usually uncertainty about dimensions and characteristics of problem (p. 24).
Myers (2009) added that qualitative research is designed to help researchers
understand people, and the social and cultural contexts within which they live.
Qualitative data sources included observation and participant observation
(fieldwork), interviews, and questionnaires, documents and texts, and the
researcher‟s impressions and reactions within. Then, there were two instruments
used in this research:
1. The Researcher as a Human Instrument
The researcher collected the data by analyzing the narrators‟ utterances
from the vitamin drink advertisements‟ scripts. More information from books,
journals, and internet regarding language styles were assembled as well. Lincoln
and Guba (1985: 193) state, “Human-as-an-instrument is the only instrument
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flexible enough to capture the complexity, subtlety, and constantly changing
situation which is the human experience, as expressed in stories”. In the same
paradigm, Lincoln and Guba (1985: 76) say,” human-as-an-instrument in the
research is to underline the very unique role played by qualitative research in their
inquiries”. In addition, Merriam (1998: 7) reveals that there are several aspects
which differentiate the human instrument from other instruments by saying that,
“the researcher is responsive to the context; he or she can adapt techniques to the
circumstances; the total context can be considered; what is known about the
situation can be expanded through sensitivity to non-verbal aspects”. As a final
point, the researcher as human instrument involves significantly to collect the data
needed for his own research because it captured the complexity of his point of
views.
2. The Advertisement Script as Document
According to Ary, Jacobs, and Razavieh (2002), the analyzed materials
can be in the form of public records, textbooks, letters, films, tapes, and many
more especially in content analysis. In this research, the document is in the form
of transcript of 9 You C 1000 advertisements. The researcher transcribed the
recorded You C 1000 advertisements from youtube.com to be analyzed. Those
transcripts belonged to the research instruments because they were used to answer
the research questions.
E. Data Analysis Technique
The researcher prepared two types of tables to categorize the language
style and persuasion techniques of You C 1000 advertisements. The researcher
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made twenty tables like the first type and divided them into ten tables of lexical
features and ten tables of syntactic features. Those ten lexical features were
hyperbole, neologism, weasel word, familiar language, simple vocabulary,
repetition, euphemism, humor, glamorization, and potency. The other 10 features
included in syntactic features were short sentence, long noun phrase, ambiguity,
use of imperative, simple and colloquial language, present tense, syntactic
parallelism, association, ellipsis, and incomplete sentence. Those features were
based on the theory proposed by Grey (2008) about the linguistic features of
advertisements as shown in Table 3.1 below.
Table 3.1 The Hyperbole of Miss Universe’s Version of You C 1000
Advertisements
No Video Hyperbole
1 Natalie Glebova‟s Version More work less
time
2 Zuleyka Rivera‟s Version Stay healthy and
fresh
3 Dayana Mendoza‟s Version -
4 Stefania Fernandez‟s Version -
5 Ximena Navarette‟s Version More important
6 Leila Lopes‟ Version More work less
time
7 Olivia Culpo‟s Version Stay healthy and
fresh
8 Gabriela Isler‟s Version -
9 Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version -
The second question which was related to the use of persuasion
techniques was answered by making checklist. The checklist of You C 1000
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advertisements was made based on the persuasion techniques proposed by
Kleppner (1986) which consists of pioneering stage, competitive stage, and
retentive stage as shown in Table 3.2.
Table 3.2 The Checklist of Persuasion Techniques in Miss Universe’s Version
of You C 1000 Advertisements
No Video Persuasion Techniques
Pioneering
Stage
Competitive
Stage
Retentive
Stage
1 Natalie Glebova‟s Version
2 Zuleyka Rivera‟s Version
3 Dayana Mendoza‟s Version
4 Stefania Fernandez‟s Version
5 Ximena Navarette‟s Version
6 Leila Lopes‟ Version
7 Olivia Culpo‟s Version
8 Gabriela Isler‟s Version
9
Paulina Vega, Dayana
Mendoza, and Olivia Culpo‟s
Version
F. Research Procedures
To answer the research question, there were several steps as the
procedures used in this research. The steps were:
1. Gathering Data
In this step the researcher gathered the data that would be analyzed. The
data were taken from commercial breaks in Indonesia local television stations.
However, to ease the researcher in collecting and gathering the data, the
researcher downloaded the You C 1000: Miss Universe version from youtube.com.
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2. Classifying Data
After the data were gathered, the researcher classified the data based on
the theory of linguistic features which consisted of lexical features and syntactic
features by Grey (2008) and the theory of persuasion techniques by Kleppner
(1986). After that, the researcher made twenty tables and one checklist based on
those theories. Those tables and checklist were very helpful to analyze the
presence of the language styles, whether those were lexical features or syntactic
features, and the persuasion techniques used in You C 1000 advertisements.
3. Analyzing Data
In this step, the researcher analyzed the data by filling in the tables and
the checklist prepared previously. The researcher identified the data to find out
which linguistic features were used in each datum. According to Patton (2002), if
the findings from the different evaluators arrived at the same conclusion, then the
researcher‟s confidence in the findings would be heighted. To accomplish this
research to be a masterpiece, the researcher was also supervised by expert-
evaluator, namely F.X. Ouda Teda Ena, S.Pd., M.Pd., Ed.D.
4. Writing up the Report
The researcher started to write the report up on this research after
compiling all the data. The researcher provided explanations as well in each
linguistic feature and kind of the persuasive techniques used in the data. The
report was mostly delivered by words other than number. Yet, numerical data
were also included to make the result more understandable.
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CHAPTER IV
RESEARCH FINDINGS AND DISCUSSION
This chapter consists of the elaboration on the research findings and
discussion. That elaboration answers the research questions. There are two
sections in this chapter. The first section discusses the linguistic features of You C
1000 advertisements. The second which is the last section explains and deals with
the kind of persuasion technique in You C 1000 advertisements.
A. The Linguistic Features of You C 1000 Advertisements
According to Grey (2008), there are two major features of the
advertisement language style. Those are lexical features and syntactic features.
From the conducted research, You C 1000 advertisements had some parts of those
elements in the language which used to grab the attention of the consumers.
1. The Lexical Features of You C 1000 Advertisements
The lexical features of You C 1000 advertisements are pertaining to the
diction used in advertisements. In this case, the words were spoken by the
actresses and the narrators of You C 1000 advertisements. The words were able to
represent what the company wants to deliver in order to persuade the consumers.
The diction can empower people to believe what the speakers say in the
advertisements upon the advertised products. The result which was dealing with
the lexical features of You C 1000 advertisements could be seen in Figure 4.1.1.
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Figure 4.1.1 The Lexical Features of You C 1000 Advertisements
The researcher found that You C 1000 advertisements contained some
lexical features of advertising language. There were no neologism, weasel word,
euphemism, and humor.
a. Hyperbole
One way to exaggerate the product is hyperbole. It aims to attract the
attention of the consumer to the product. Leech (1972) argues that hyperbole is
often concerned with personal values and sentiments. It is used to vary the
expression of personal feelings and opinion. There were six You C 1000
advertisements which used hyperbole, such as Natalie Glebova‟s version, Zuleyka
Rivera‟s version, Ximena Navarette‟s version, Leila Lopes‟ version, Olivia
Culpo‟s version, and Gabriela Isler‟s version. The other three did not use this kind
of feature within. The use of „more‟ dominated the hyperbole feature in You C
0
1
2
3
4
5
6
7
8
9
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1000 advertisements. For examples, the use of „more‟ could be found in three
advertisements of You C 1000, such as more work less time as seen in Natalia
Glebova‟s version, more important as seen in Ximena Navarette‟s version, and
more attracted and more important as seen in Leila Lopes‟ version. It showed that
the copywriter wanted to emphasize the product by using the word „more‟.
The other words which indicated the use of hyperbole feature in You C
1000 advertisements were stay healthy and fresh, never easy, diver, alluring, and
beautiful, and real. As seen in Gabriela Isler‟s version of You C 1000
advertisement, the copywriter emerged the Indonesian dance element. Then, the
dance here was represented as something differs, alluring, and beautiful. Besides,
the word „real‟ in real beauty was meant to give the audience a paradigm that
beauty was not what we have seen from the outside, but from the inside by taking
care of the health with the product.
b. Neologism
The copywriter of You C 1000 did not use neologism to advertise the
product. In these advertisements, there was no new word formed by combining
two or more word parts. As what Grey‟s (2008) definition that a neologism as a
new word or an expression which is created by joining two or more word parts
together to create an entirely new word. The copywriter of You C 1000 used
simple diction and did not use too many language features.
c. Weasel Word
According to Grey (2008), a weasel word suggests a meaning without
actually being specific. It means that weasel word is used to grab the consumers‟
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attention by stealing their curiosity. However, the weasel word was difficult to
find in Miss Universe‟s version of You C 1000 advertisements. The copywriter
preferred to explore the other features in order to advertise the product.
d. Familiar Language
In this research, the researcher found that all of the advertisements of
You C 1000 used this kind of lexical feature as a prove about the simplicity. The
familiar language feature appeared in most of all sentences in the advertisements.
For example, the sentence which found in Natalia Glebova‟s version of You 1000
advertisement said, “How many mg of you had today?” This sentence was
familiar for the consumers‟ ears because it used pronoun “you”, so what the
copywriter was expected to the product of You C 1000 could be familiar for the
audiences, was reached. As what Grey (2008) says that the use of that pronoun
makes the audience feel to be involved within the advertisement. The copywriter
really understood that something familiar as pronoun would ease them to steal the
audiences‟ attention.
e. Simple Vocabulary
Based on Grey‟s explanation (2008), an advertisement should be in the
simple language form, especially in using diction. Simple diction helped the
audience to remember the product itself. All of Miss Universe‟s versions of You C
1000 advertisements used the simple vocabulary features because the researcher
did not find any difficulties to understand the content of those advertisements.
The simple vocabulary helped the message to be delivered smoothly. Besides, the
simplicity of the advertisements seen in the slogan of You C 1000, healthy inside
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34
fresh outside. That slogan meant that by drinking the product the consumers
could get the two advantages which were healthy inside the body and look fresh
on the outside of the body.
f. Repetition
As stated by Grey (2008), repetition is usually used to make the brand‟s
name or the brand‟s slogan more interesting. The kind of repetition which mostly
appeared in You C 1000 advertisements was rhyme. Rhyme is a pattern of
identitiy of sound between words extending from the end to the last fully accented
vowel. The rhyme which was almost found in all of Miss Universe‟s versions of
You C 1000 advertisements seen in the brand‟s slogan, healthy inside fresh
outside. The one and only of Miss Universe‟s version of You C 1000
advertisement which did not use that slogan was Natalie Glebova‟s version.
g. Euphemism
Based on Grey‟s explanation (2008), euphemism is a type of figurative
language which carries connotative meaning. However, the researcher did not find
the example of euphemism in every single Miss Universe‟s version of You C 1000
advertisement. The diction used in these advertisements was very simple. The
copywriter tended to use diction which was very familiar to the target of
consumers.
h. Humor
As what researcher said above that the copywriter tended to use familiar
diction, You C 1000 advertisements had a simple way to deliver the message from
the company to the target of consumers. Moreover, Grey (2008) also states that
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35
humor can gain consumers‟ attention to the advertised product because most
people love humor instead of something serious. However, the way of conveying
message done by the advertiser did not provide sense of humor to make the
advertisements more attractive because they focused on the description of the
product including the slogan and tagline.
i. Glamorization
According to Grey (2008), glamorization used in order to make the
language of an advertisement more interesting because it creates exaggeration to
the product which is advertised. By using glamorization, the point of view of the
audience can be affected. Glamorization could also be found in You C 1000
advertisements. There were three You C 1000 advertisements which used the
glamorization feature, such as Dayana Mendoza‟s version, Ximena Navarette‟s
version, and Gabriela Isler‟s version. In Dayana Mendoza‟s version, there was
sentence I believe health is wealth. The word „wealth‟ was used to indicate that
health is too important and valuable for people more than anything. The same
case was seen in Ximena Navarette‟s version which said what is more important
is a healthy. It was meant that there was no more important than health. The
researcher found that the copywriter was so smart in playing words, so they could
play with the audience‟s mind, especially women audiences. It was seen in
Gabriela Isler‟s version by saying after all, what is beauty without health? The
copywriter wanted to attract the audiences, women audiences, by letting them
know that it was useless if they had good look, but did not have good health.
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36
j. Potency
Basically, the copywriter used potential words to tell the value of the
product to the consumers. Grey (2008) suggests that potential words are those
which are able to give new value, novelty or immediacy. Potency feature
appeared in two You C 1000 advertisements, such as Natalie Glebova‟s version
and the three Miss Universe‟s (Paulina Vega, Dayana Mendoza, and Olivia
Culpo) version. In Natalie Glebova version, the word „need‟ in we need vitamin C
to stay healthy became a potency because it pointed that vitamin C was a must for
the body if people wanted to keep their health. To stay healthy, the audience was
brought to the paradigm that they needed the product because the product could
filled the audience‟s need as the consumers‟ target. Similar to it, the word
„valuable‟ in good health is valuable to Indonesia and her people also told that
Indonesian needed to be healthy and they could get it by consuming the product.
This message will be completely and succesfully delivered if the audience buy
and drink the product.
2. The Syntactic Features of You C 1000 Miss Universe’s Version
Advertisements
In addition to the lexical features, there are also some features of
advertisement language style which deal with the grammar. Those features called
syntactic features. The syntactic features are able to indicate how simple the
advertisement language style should be. The result of the analysis of syntactic
features of You C 1000 could be displayed in Figure 4.1.2.
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37
Figure 4.1.2 The Syntactic Features of You C 1000 Advertisements
Based on the Figure 4.1.2 the researcher was able to say that You C 1000
advertisements lacked of some syntactic features, such as simple and colloquial
language and ellipsis.
a. Short Sentence
The use of short sentence is practically helpful for the audience because
it is easier to understand. The audience sometimes only hear or do not really listen
carefully to the utterances spoken by the speaker in an advertisement. A short
sentence usually indicates the use of simple sentence and helps the copywriter in
delivering the message.
Based on this research, the researcher found that the copywriter put short
sentence feature in all of You C 1000 advertisements. For the example, in Natalie
Glebova‟s version, the speaker said, “We need vitamin C to stay healthy”. That
0
1
2
3
4
5
6
7
8
9
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38
sentence could be included in short sentence feature because the sentence just
consist of subject, verb, object, and preposition.
b. Long Noun Phrase
According to Grey (2008), long noun phrase requires at least three
words or two independent phrases. A long noun phrase aims to convince the
audience that the advertised product has many specialties which are offered.
There were four advertisements which used long noun phrase feature. One of the
example which came from Natalie Glebova‟s version was with 1000 mg of
vitamin C. This phrase described that the advertised product had 1000 mg of
vitamin C inside.
c. Ambiguity
Ambiguity appeared in only four You C 1000 advertisements. There
were some ambiguities found in You C 1000 advertisements. For instance, in
Stefania Fernandez‟s version the speaker said, “Rice three times to favor energy”.
Hearing that sentence could make the audience confused and then ask themselves,
“what we have to do with rice?” Another point of view would state that eating
rice was not only one way to favor the energy. The copywriter should understand,
to whom the advertisement was aimed. Knowing the target of consumers would
help the copywriter to reduce the feature of ambiguity in their advertisements.
d. Use of Imperative
The use of imperative is a common language feature in an
advertisement. By using this imperative language, the advertiser ask the audience
to do something dealing with the advertised product. There were six
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39
advertisements of You C 1000 used imperative. Four of them used the word
„drink‟ as the function of You C 1000 as vitamin drink. The other two
advertisements used word „stay‟ and „take‟. Based on the word used, the
copywriter suggested the audience to consume You C 1000.
e. Simple and Colloquial Language
The feature of simple and colloquial language did not appear in You C
1000 advertisements. The language was very simple but did not use informal
expression. The utterances in You C 1000 advertisements commonly found and
used in daily conversation.
f. Present Tense
Grey (2008) says that a present tense could give a pictorial of the real
situation whenever the audience hears the advertisements. The researcher found
that all of You C 1000 advertisements used present tenses. The use of present
tense here aimed to let the audience had a feeling like in the real present time, not
yesterday or tomorrow, but right now.
g. Syntactic Parallelism
According to Leech (1972) parallelism is a repetition of formal patterns
of two or more similar ideas in similar structural forms. For instance, stay dry,
stay happy. The word stay is repeated to make the sentence more interesting for
the audience because of the similar pattern. The researcher did not found any
syntactic parallelism features in You C 1000 advertisements.
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h. Association
A good advertisement should associate the positive side of the product to
something else and sometimes indicated by the words like and as. It seen on the
Olivia Culpo‟s version of You C 1000 advertisement which said, “That is why I
visit places like the Borobudur for spiritual health. The pursuit of beauty can be
just as hard before you focus on the outside start from the inside”.
i. Ellipsis
Goddard (2002) defines ellipsis as “the omission of part of a structure (p.
123)”. Ellipsis is usually used to create informality in a conversation by omitting
certain parts of a structure without affecting the meaning. Since Cook (2001) says
one of its aims is to create the sense of informality, the feature of ellipsis did not
appear in every single You C 1000 advertisement.
j. Incomplete Sentence
Grey (2008) identifies an incomplete sentence as one of linguistic
sentence of advertisements. Using incomplete sentence could help the audience to
catch the main point of the advertisements. The copywriter really knew that the
audience rarely pays attention to the sentences of advertisements very carefully
because the audience will pay attention more to the visualization of the
advertisements. As in Dayana Mendoza‟s version, the speaker said, “You C 1000,
vitamin lemon and vitamin orange”. This was not a complete sentence because
did not have a verb there. It should be, “There are two variants of You C 1000,
and those are vitamin lemon and vitamin orange.”
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B. The Persuasion Technique of You C 1000 Advertisements
The advertiser usually uses some persuasion techniques in order to
predetermined goals of advertising. It aims surely to persuade the target of
consumers. Kleppner (1986) classifies three kinds of persuasion techniques based
on marketing situation and human characteristics. In this research, each You C
1000 advertisement could be categorized into Kleppner‟s classification by
analyzing diction and sentences uttered by the speakers. Based on the data
analysis, the researcher found that You C 1000 advertisements used different
persuasion techniques to distinguish the advertising purposes. The analysis result
of persuasion techniques which were used in You C 1000 advertisements could be
seen in Figure 4.2.
Table 4.2 The Persuasion Techniques in You C 1000 Advertisements
No Video
Persuasion Techniques
Pioneering
Stage
Competitive
Stage
Retentive
Stage
1 Natalie Glebova‟s Version
2 Zuleyka Rivera‟s Version
3 Dayana Mendoza‟s Version
4 Stefania Fernandez‟s
Version
5 Ximena Navarette‟s Version
6 Leila Lopes‟ Version
7 Olivia Culpo‟s Version
8 Gabriela Isler‟s Version
9
Paulina Vega, Dayana
Mendoza, and Olivia
Culpo‟s Version
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a. Pioneering Stage
Pioneering stage is aimed to introduce a new product to consumers.
According to Kleppner (1986), the characteristic of the pioneering stage is the
statement of how the product will make the consumers satisfied. Based on the
checklist, there were three advertisements or 33.33% of You C 1000
advertisements which applied the pioneering stage to advertise the product. They
were Natalie Glebova‟s version, Zuleyka Rivera‟s version, and Dayana
Mendoza‟s version.
Another characteristic of the pioneering stage came from the description
related to the benefit which the consumers got when consuming the advertised
product. It was strengthened by the statement of Lane, King, and Reichert (2011)
which conclude that pioneering advertising generally stresses what the product
can do, offer, or provide that could not have been done, offered, or provided by
any product before. It is important for advertiser to remember what determines the
stage of the advertising is consumer perception of the product (p. 95). Basically, it
was suitable with the slogan of You C 1000 which said “Healthy inside, fresh
outside”. Based on that slogan, the advertiser told and explained the consumers
that there was no more important than healthy inside the body. By consuming You
C 1000 product, the consumers would be helped to strengthen their immune
system, so they could stay healthy.
b. Competitive Stage
The persuasion technique of the competitive stage sometimes indirectly
contrast the advertised product with similar products from different brands.
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Practically, the advertisers want to prove that the advertised product is better than
the others. Therefore, the advertisers will show the specialty of the advertised
product in order to compete in attracting the consumers to buy that advertised
product. The advertiser of You C 1000 did not use the competitive stage to
convince the consumers because You C 1000 advertisements focused on the
product itself. The advertisements of You C 1000 only described their own
specialty without contrasting with the other brands. Instead, Lane, King, and
Reichert (2011) state that once consumers accept a pioneering product, there is
going to be competition (p. 98).
c. Retentive Stage
The advertisers usually use the retentive stage when the advertised
product is already marketed in marketing area. Therefore, the retentive stage is
used to keep the existence of the advertised product. Retentive stage is also known
as reminder stage because it can be a reminder for the audience about the
existence of the advertised product, (Lane, King & Reichert, 2011, p. 100). The
researcher found 66.67% or six of You C 1000 advertisements which used the
retentive stage to persuade the consumers. Almost all of You C 1000
advertisements had a brief description about the advertised product. To enhance
the consumers, the advertiser lifted the Indonesian culture up. It is seen on some
advertisements of You C 1000 which talked about something which were familiar
with Indonesian people, such as dance, rice, batik, Borobudur, Bali. Stefania
Fernandez‟s version talked about rice, Leila Lopes‟ version talked about color
means skins, Olivia Culpo‟s version talked about Borobudur, Gabriela Isler
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version‟s talked about dance which all of them were connected to the function and
the benefits of the product The advertiser of You C 1000 had succesfully made a
bridge between the consumers and the advertised product by connecting the
slogan “Healthy inside, fresh outside” to something related Indonesian people in
the advertisements. Almost all the speakers of You C 1000 advertisements never
forgot to remind the consumers about the slogan,“Healthy inside, fresh outside.”
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CHAPTER V
CONCLUSIONS AND RECOMMENDATIONS
Based on the research findings discussed in the previous chapter, some
conclusions have been drawn and presented in this chapter. There are also some
suggestions related to the topic for the English lecturers, English learners,
advertisers, and those who may be interested to do similar research.
A. Conclusions
During this research, the researcher found that the language of
advertising had its own uniqueness to be analyzed, especially the linguistic
features which appear along advertisements. Besides, the other element of
advertisements which was also interesting was the techniques of persuasion. The
researcher chose You C 1000 advertisements which consisted of 9 Miss
Universe‟s versions to be the subjects of this research. To analyze the transcript of
those advertisements, the researcher used content analysis. Therefore, the
researcher only dealt with the utterances of the speakers in You C 1000
advertisements.
The linguistic features of You C 1000 advertisements were analyzed
based on the theory of Grey (2008). You C 1000 advertisements had 60% of the
whole lexical features and 70% of the whole syntactic features. The speakers
presented simple advertising language to advertise the product. Therefore, the
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researcher only found a few features which appeared in You C 1000
advertisements. Based on the lexical features of advertisements proposed by Grey
(2008), You C 1000 advertisements did not have all of the features. They lacked of
neologism, weasel word, euphemism, and humor features. The copywriter of You
C 1000 only used hyperbole, familiar language, simple vocabulary, repetition,
glamorization, and potency features. Similar to the lexical features of
advertisement, You C 1000 also did not have all of the syntactic features to
advertise the product. They did not have three features, such as simple and
colloquial language, syntactic parallelism, and ellipsis. However, the copywriter
used short sentence and present tense features in all of You C 1000
advertisements. The use of imperative and incomplete features were also found in
almost all of the advertisements of You C 1000. The rest of the features, such as
long noun phrase, ambiguity, and association, only appeared in 50% or less of the
You C 1000 advertisements.
The persuasion techniques which used in You C 1000 advertisements
was analized by using the theory of Kleppner (1986). By using Kleppner‟s theory
(1986), the researcher found that there were three advertisements which used
pioneering stage to introduce the product of You C 1000 to the consumers. Then,
the six others used the retentive stage of persuasion technique in order to keep the
existency of You C 1000 to the consumers.
In summary, the simplicity of You C 1000 advertisements affected the
use of linguistic features in their utterances. It was seen in the linguistic features
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that were used by the copywriter to advertise the You C 1000 product. The
copywriter did not require many linguistic features in their advertisements.
Besides, the purpose of You C 1000 advertisements also influenced the use of
persuasion techniques. Based on the persuasion techniques that were used, the
researcher found that the purposes of You C 1000 advertisements were to
introduce the product to the consumers and to keep the existency of the product in
people‟s mind.
B. Recommendations
There are some suggestions which are addresed to English teachers,
English learners, advertisers, and the future researchers to improve their capability
in using English. It may contribute to the improvement of the success in English
teaching – learning activities an the application of English.
1. For English Teachers
English teachers should be able to help their students or learners to
understand the course materials. Moreover, advertisement becomes one of the
course materials both in Curriculum 2013 and KTSP. Through giving examples,
teachers can explain some theories clearly. The examples can be found in
something which are closely related to the learners‟ daily lives in order to help
learners have a pictorial in their minds. For instance, it will be found in
advertisements wherever they are broadcasted.
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2. For English Learners
Learning linguistic features is sometimes boring for most of learners, but
it can enrich their vocabulary and how to use it correctly. Nowadays, learners
must be proactive to face their curiosity and broaden their knowledge. One of the
ways to help them is self-learning, by finding additional materials to meet their
needs of learning English. They can add the advertisements to be an alternative
materials because there are some interesting elements which can be learnt within.
3. For Advertisers and Copywriters
Having creativity is a must for the advertiser and copywriter because it is
important in presenting attractive advertisements. The advertisers or copywriters
should be able to vary the diction which used to steal the attention of the
audiences when they see the advertisements, whatever the way they are
broadcasted. It can be audio, visual, and audiovisual advertisements. Therefore,
the advertisers or copywriters have to understand the language style of
advertisement itself, so they can produce an attractive advertisement, but it is still
appropriate with the goal and purpose that want to be reached.
4. For Future Researchers
There are many experts who propose the theories of advertisements
language style which can be used to examine any kinds of advertisements. the
researcher encourages future researchers to conduct research on the language style
of other advertisements which can be found in any media. Hopefully, this research
can be used wisely later.
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APPENDICES
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Appendix A
THE TRANSCRIPT OF MISS UNIVERSE’S VERSION OF
YOU C 1000 ADVERTISEMENTS
A. Natalie Glebova‟s Version (Miss Universe 2005)
Voices : Life today more work less time, pollution. We need vitamin C to stay
healthy. You C 1000, 1000 mg of vitamin C. How many mg of you
had today?
B. Zuleyka Rivera‟s Version (Miss Universe 2006)
Texts : Loving… glowing… active… happy… fresh… youthful… lemon…
orange…
Voices : Stay healthy and fresh with You C 1000. Healthy inside fresh outside.
C. Dayana Mendoza‟s Version (Miss Universe 2008)
Voices : I believe health is wealth. What looks good from the outside starts
from the inside. I drink You C 1000 vitamin lemon and vitamin orange
with 1000 mg of vitamin C to keep my immune system healthy. You C
1000 vitamin lemon and vitamin orange. Healthy inside fresh outside.
D. Stefania Fernandez‟s Version (Miss Universe 2009)
Voices : Rice has been driving Indonesia forward for centuries and the center
to her culture and tradition. To keep yourself going, you not only need
rice for energy, but good healthiest wealth. Take 1000 mg of vitamin C
to help strengthen your immune system. Rice three times to favor
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energy. You C 1000 vitamin lemon or vitamin orange once a day to
improve your health. Healthy inside fresh outside.
E. Ximena Navarette‟s Version (Miss Universe 2010)
(music)
Text : Thinks she‟s fat… dislikes his balding head… afraid of being old…
hates her pimples…
Voices : How we look affects us. What is more important is our health. It is
better to be healthy in the inside before we focus on the outside. I drink
1000 mg of vitamin C for my health. Drink You C 1000 vitamin to
help strengthen your immune system. Healthy inside fresh outside.
F. Leila Lopes‟ Version (Miss Universe 2011)
Voices : Color makes the world more attracted. No matter what color we are,
through beauty comes from within. It is more important to be healthy
on the inside before we focus on the outside. Drink You C 1000
vitamin with 1000 mg of vitamin C to help strengthen your immune
system. Healthy inside fresh outside.
G. Olivia Culpo‟s Version (Miss Universe 2012)
Voices : Achieving peace of mind it is never easy. That is why I visit places
like the Borobudur for spiritual health. The pursuit of beauty can be
just as hard before you focus on the outside start from the inside. Drink
You C 1000 with 1000 mg of vitamin C to help strengthen your
immune system and keep you healthy. Healthy inside fresh outside.
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H. Gabriela Isler‟s Version (Miss Universe 2013)
Voices : Dance in Indonesia is differs, alluring and beautiful. But the real
beauty is a how the dancers express themselves from deep bottom. In
live racing dance, what is within us is more important than what we
see on that outside. After all, what is beauty without health? What
looks good in the outside begins with healthy in the inside. Drink You
C 1000 vitamin with 1000 mg of vitamin C to help strengthen your
immune system and keep you healthy. Healthy inside fresh outside.
I. Three Miss Universe‟s Version (Paulina Vega, Dayana Mendoza, and Olivia
Culpo)
Voices : Good health is valuable to Indonesia and her people. For wealth over
decade, we have been helping Indonesia to stay healthy. We believe
healthy Indonesians help make beautiful Indonesia. Drink You C 1000
vitamin with 1000 mg of vitamin C to help strengthen your immune
system and to keep you healthy. Healthy inside fresh outside.
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Appendix B
THE DATA ANALYSIS OF MISS UNIVERSE’S VERSION
YOU C 1000 ADVERTISEMENTS
A. Linguistic Features
1. Lexical Features
a. Hyperbole
Video Hyperbole
Natalie Glebova‟s Version More work less time
Zuleyka Rivera‟s Version Stay healthy and fresh
Dayana Mendoza‟s Version -
Stefania Fernandez‟s Version -
Ximena Navarette‟s Version More important
Leila Lopes‟ Version More attracted
More important
Olivia Culpo‟s Version It is never easy
Gabriela Isler‟s Version
Differs
Alluring
Beautiful
Real beauty
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version -
b. Neologism
(None)
c. Weasel Word
(None)
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d. Familiar Language
Video Familiar Language
Natalie Glebova‟s Version We need vitamin C to stay healthy.
How many mg of you had today?
Zuleyka Rivera‟s Version -
Dayana Mendoza‟s Version -
Stefania Fernandez‟s Version
To keep yourself going, you are not
only need rice for energy, but good
healthiest wealth
Take 1000 mg of vitamin C to help
strengthen your immune system
…vitamin orange once a day to
improve your health
Ximena Navarette‟s Version
How we look affects us.
….before we focus on the outside
Drink You C 1000 vitamin to help
strengthen your immune system.
Leila Lopes‟s Version
…no matter color we are through
beauty comes from within
…before we focus on the outside
…to help strengthen your immune
system
Olivia Culpo‟s Version
The pursuit of beauty can be just as
hard before you focus on the outside
…to help strengthen your immune
system and keep you healthy
Gabriela Isler‟s Version
…it is more important than what we
see on the outside
Keep you healthy
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version …to help strengthen your immune
system and to keep you healthy
e. Simple Vocabulary
(All)
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f. Repetition
Video Repetition
Natalie Glebova‟s Version -
Zuleyka Rivera‟s Version Healthy inside fresh outside
Dayana Mendoza‟s Version Healthy inside fresh outside
Stefania Fernandez‟s Version Healthy inside fresh outside
Ximena Navarette‟s Version Healthy inside fresh outside
Leila Lopes‟ Version Healthy inside fresh outside
Olivia Culpo‟s Version Healthy inside fresh outside
Gabriela Isler‟s Version Healthy inside fresh outside
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version Healthy inside fresh outside
g. Euphemism
(None)
h. Humor
(None)
i. Glamorization
Video Glamorization
Natalie Glebova‟s Version -
Zuleyka Rivera‟s Version -
Dayana Mendoza‟s Version I believe health is wealth.
Stefania Fernandez‟s Version -
Ximena Navarette‟s Version What‟s more important is a healthy
Leila Lopes‟ Version -
Olivia Culpo‟s Version -
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Gabriela Isler‟s Version After all, what is beauty without
health?
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version -
j. Potency
Video Potency
Natalie Glebova‟s Version We need vitamin C to stay healthy.
Zuleyka Rivera‟s Version -
Dayana Mendoza‟s Version -
Stefania Fernandez‟s Version -
Ximena Navarette‟s Version -
Leila Lopes‟ Version -
Olivia Culpo‟s Version -
Gabriela Isler‟s Version -
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version Good health is valuable to Indonesia
and her people
2. Syntactic Features
a. Short Sentence
Video Short Sentence
Natalie Glebova‟s Version We need vitamin C to stay healthy.
Zuleyka Rivera‟s Version Stay healthy and fresh with You C
1000.
Dayana Mendoza‟s Version I believe health is wealth.
Stefania Fernandez‟s Version Take 1000 mg of vitamin C to help
strengthen your immune system.
Ximena Navarette‟s Version I drink 1000 mg of vitamin C for my
health.
Leila Lopes‟ Version Color makes the world more
attracted.
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Olivia Culpo Version Achieving peace of mind is never
easy.
Gabriela Isler‟s Version After all, what is beauty without
health?
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version Good health is valuable to Indonesia
and her people.
b. Long Noun Phrase
Video Long Noun Phrase
Natalie Glebova‟s Version 1000 mg of vitamin C
Zuleyka Rivera‟s Version -
Dayana Mendoza‟s Version -
Stefania Fernandez‟s Version Good healthiest wealth
Ximena Navarette‟s Version Your immune system
Leila Lopes‟ Version -
Olivia Culpo‟s Version For spiritual health
Your immune system
Gabriela Isler‟s Version -
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version -
c. Ambiguity
Video Ambiguity
Natalie Glebova‟s Version -
Zuleyka Rivera‟s Version -
Dayana Mendoza‟s Version What looks good from the outside
starts from the inside.
Stefania Fernandez‟s Version Rice three times to favor energy.
Ximena Navarette‟s Version -
Leila Lopes‟s Version -
Olivia Culpo‟s Version -
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Gabriela Isler‟s Version What looks good in the outside
begins with healthy in the inside.
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version We believe healthy Indonesians help
make beautiful Indonesia.
d. Use of Imperative
Video Use of Imperative
Natalie Glebova‟s Version -
Zuleyka Rivera‟s Version Stay healthy and fresh with You C
1000.
Dayana Mendoza‟s Version -
Stefania Fernandez‟s Version Take 1000 mg of vitamin C to help
strengthen your immune system.
Ximena Navarette‟s Version Drink You C 1000 vitamin to help
strengthen your immune system.
Leila Lopes‟ Version Drink You C 1000 vitamin with
1000 mg of vitamin C to help
strengthen your immune system.
Olivia Culpo‟s Version -
Gabriela Isler‟s Version
Drink You C 1000 vitamin with
1000 mg of vitamin C to help
strengthen your immune system and
keep you healthy.
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version
Drink You C 1000 vitamin with
1000 mg of vitamin C to help
strengthen your immune system and
to keep you healthy.
e. Simple and Colloquial Language
(None)
f. Present Tense
Video Present Tense
Natalie Glebova‟s Version We need vitamin C to stay healthy.
Zuleyka Rivera‟s Version Stay healthy and fresh with You C
1000.
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Dayana Mendoza‟s Version
I believe health is wealth.
What looks good from the outside
starts from the inside.
I drink You C 1000 vitamin lemon
and vitamin orange with 1000 mg of
vitamin C to keep my immune
system.
Stefania Fernandez‟s Version
Rice has been driving Indonesia
forward for centuries and the center
to her culture and tradition.
To keep yourself going, you are not
only need rice for energy, but good
healthiest wealth.
Take 1000 mg of vitamin C to help
strengthen your immune system.
Ximena Navarette‟s Version
What is more important is a healthy.
It is better to be healthy in the inside
before we focus on the outside.
I drink 1000 mg of vitamin C for my
health.
Drink You C 1000 vitamin to help
strengthen your immune system.
Leila Lopes‟ Version
Color makes the world more
attracted.
No matter color we are, through
beauty comes from within.
It is more important to be health in
the inside before we focus on the
outside.
Drink You C 1000 vitamin with
1000 mg f vitamin C to help
strengthen your immune system.
Olivia Culpo‟s Version
Achieving peace of mind is never
easy.
That is why I visit places like the
Borobudur for spiritual health.
The pursuit of beauty can be just as
hard before you focus on the outside
starts from the inside
Gabriela Isler‟s Version
Dance in Indonesia is differs,
alluring, and beautiful.
In live racing dance what is within us
is more important than what we see
on the outside.
After all, what is beauty without
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health?
What looks good on the outside
begins with healthy in the inside.
Drink You C 1000 vitamin with
1000 mg of vitamin C to help
tramping immune system and keep
you healthy.
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version
Good health is valuable to Indonesia
and her people.
For wealth over decade, we have
been helping Indonesia to stay
healthy.
We believe healthy Indonesians help
make beautiful Indonesia.
Drink You C 1000 vitamin with
1000 mg of vitamin C to help
strengthen your immune system and
to keep you healthy.
g. Syntactic Parallelism
(None)
h. Association
Video Association
Natalie Glebova‟s Version -
Zuleyka Rivera‟s Version -
Dayana Mendoza‟s Version -
Stefania Fernandez‟s Version -
Ximena Navarette‟s Version -
Leila Lopes‟ Version -
Olivia Culpo‟s Version
That is why I visit places like
Borobudur for spiritual health.
The pursuit of beauty can be just as
hard before you focus on the outside
starts from the inside.
Gabriela Isler‟s Version -
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Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version -
i. Ellipsis
(None)
j. Incomplete Sentence
Video Incomplete Sentence
Natalie Glebova‟s Version
Life today more work less time,
pollution.
You C 1000, 1000 mg of vitamin C.
Zuleyka Rivera‟s Version Stay healthy and fresh with You C
1000.
Dayana Mendoza‟s Version You C 1000 vitamin lemon and
vitamin orange.
Stefania Fernandez‟s Version
Take 1000 mg of vitamin C to help
strengthen your immune system.
Rice three times to favor energy.
You C 1000 vitamin lemon or
vitamin orange once a day to
improve your health.
Ximena Navarette‟s Version Drink You C 1000 vitamin to help
strengthen your immune system.
Leila Lopes‟ Version Drink You C 1000 vitamin with
1000 mg of vitamin C to help
strengthen your immune system.
Olivia Culpo‟s Version -
Gabriela Isler‟s Version
Drink You C 1000 vitamin with
1000 mg of vitamin C to strengthen
your immune system and keep you
healthy.
Paulina Vega, Dayana Mendoza, and
Olivia Culpo‟s Version
Drink You C 1000 vitamin with
1000 mg of vitamin C to help
strengthen immune system and to
keep you healthy.
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B. Persuasion Techniques
Video
Persuasion Techniques
Pioneering
Stage
Competitive
Stage
Retentive
Stage
Natalie Glebova‟s
Version
Zuleyka Rivera‟s Version
Dayana Mendoza‟s
Version
Stefania Fernandez‟s
Version
Ximena Navarette‟s
Version
Leila Lopes‟ Version
Olivia Culpo‟s Version
Gabriela Isler‟s Version
Paulina Vega, Dayana
Mendoza, and Olivia
Culpo‟s Version
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