PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI - core.ac.uk · beberapa media elektronik sangat penting...

AN ANALYSIS ON THE LANGUAGE STYLE

OF THE UTTERANCES IN MAGNUM ADVERTISEMENTS

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the Sarjana Pendidikan Degree

in English Language Education

By

Sonia Niken Permatasari

Student Number: 091214117

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2014

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

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AN ANALYSIS ON THE LANGUAGE STYLE

OF THE UTTERANCES IN MAGNUM ADVERTISEMENTS

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the Sarjana Pendidikan Degree

in English Language Education

By


Student Number: 091214117

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2014


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DEDICATION PAGE

For I the LORD your God will hold your right hand,

saying to you, ‘Fear not, I will help you.’

(Isaiah 41:13)

Blessed is the man who trusts in the LORD,

and whose hope is the LORD

(Jeremiah 17:7)

Luck is when preparation meets opportunity.

(Little Black Book)

No matter how many times people try to criticize you,

the best revenge is to prove them wrong

(Zayn Malik)

I dedicate this thesis to:

My benign parents

I present my success and every best in me for you

My dear siblings

It may inspire you to be the better you


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ABSTRACT

Permatasari, Sonia Niken. (2014). An Analysis on the Language Style of the

Utterances in Magnum Advertisements. Yogyakarta: Sanata Dharma University.

The role of broadcasted advertisements is undeniably important for the

companies to market their products. To convince the audience, advertisers have to

convey the persuasive message through the use of linguistic features. Those

linguistic features will influence the persuasion techniques used in advertisements

and the power relation which is built between the companies and the consumers.

Considering Magnum‟s successful marketing, the researcher had an interest and

curiosity to analyze the language style beyond Magnum advertisements.

This study attempted to solve three research problems related to the

language style of the utterances in Magnum advertisements. They were (1) What

are the linguistic features of Magnum advertisements? (2) What kind of

persuasion technique does Magnum use to advertise the products? (3) What kind

of power relation does Magnum have upon consumers through the

advertisements?

As an endeavor to solve those three research problems, the researcher

employed document analysis in analyzing the transcript of the utterances in 10

Magnum advertisements. The first research problem was solved by categorizing

the words or the sentences into some linguistic features of advertising language

proposed by Grey (2008). The second research problem was solved by classifying

Kleppner‟s persuasion techniques (1986) used in Magnum advertisements. The

third research problem was solved by interpreting the power relation in Magnum

advertisements based on French‟s and Raven‟s theory (1959).

From the obtained data, the researcher found that there were only a few

linguistic features which appeared in Magnum advertisements. Although the

advertisers created simplicity to those advertisements, the purposes of advertising

were clearly understood based on the persuasion techniques which were used. The

power relation between the companies and the consumers could be defined easily

because the utterances are clear enough. Furthermore, the simplicity of Magnum

advertisements presented Magnum‟s special characteristics albeit the advertisers

did not vary the language style. This research could be used as an authentic

example of teaching and learning English advertisement materials and knowledge

for the advertisers to vary the language in their advertisements.

Keywords: language style, advertisement, Magnum, linguistic features,

persuasion, power relation


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ABSTRAK

Permatasari, Sonia Niken. (2014). An Analysis on the Language Style of the

Utterances in Magnum Advertisements. Yogyakarta: Universitas Sanata Dharma.

Tidak dapat dipungkiri bahwa peran serta iklan yang ditayangkan di

beberapa media elektronik sangat penting untuk beberapa perusahaan dalam

memasarkan produk mereka. Para pembuat iklan harus dapat meyakinkan para

pendengar melalui penggunaan bermacam-macam aspek linguistik yang juga

dapat mempengaruhi teknik persuasi dan daya relasi antara perusahaan dan

konsumen. Magnum yang telah sukses memasarkan produknya menimbulkan

ketertarikan tersendiri bagi peneliti untuk menganalisa gaya bahasa yang

digunakan pada iklannya.

Terdapat tiga permasalahan mengenai kalimat yang diucapkan pada iklan

Magnum yang akan diselesaikan dalam penilitian ini, yaitu (1) Apa saja aspek

linguistik yang ada dalam iklan Magnum? (2) Apa saja teknik persuasi yang

digunakan Magnum untuk mengiklankan produknya? (3) Apa daya relasi yang

dibangun Magnum terhadap konsumennya melalui iklan?

Untuk menyelesaikan tiga permasalahan penelitian tersebut, peneliti

menggunakan analisis dokumen dalam analisis transkrip kalimat yang diucapkan

dalam iklan Magnum. Permasalahan penelitian yang pertama diselesaikan dengan

mengategorikan setiap ucapan ke beberapa aspek linguistik bahasa periklanan

yang dikemukakan oleh Grey (2008). Permasalahan penelitian yang kedua

diselesaikan dengan mengklasifikasikan teknik persuasi, usulan Kleppner (1986)

yang digunakan dalam iklan Magnum. Permasalahan penelitian yang ketiga

diselesaikan dengan menginterpretasikan daya relasi dalam iklan Magnum

berdasarkan teori French dan Raven (1959).

Dari data yang diperoleh, peneliti menemukan sedikit aspek linguistik

yang muncul dalam iklan Magnum. Walaupun pembuat iklan menciptakan

kesederhanaan untuk iklan tersebut, tujuan pengiklanan dapat dimengerti dengan

jelas berdasarkan teknik persuasi yang digunakan. Daya relasi antara perusahaan

dan konsumen dapat ditetapkan dengan mudah karena kalimat- diucapkan dengan

jelas. Kesederhanaan iklan Magnum menyajikan ciri khasnya walaupun para

pembuat iklan tidak menggunakan berbagai macam gaya bahasa. Penelitian ini

dapat dimanfaatkan sebagai contoh yang otentik dalam pengajaran dan

pembelajaran materi iklan bahasa Inggris dan sebagai pengetahuan untuk pembuat

iklan sehingga dapat menggunakan berbagai variasi bahasa dalam iklannya.

Kata kunci: gaya bahasa, iklan, Magnum, aspek linguistik, persuasi, daya relasi


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ACKNOWLEDGEMENTS

It has been a long-winded journey I went on to achieve my Sarjana

Pendidikan degree. Fortunately, there were many people who walked beside me

to strengthen me in facing every single obstacle I had to face 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.

My very first ceaseless gratitude goes to Jesus Christ for everything. It is

only by the grace of Him that I could finish my thesis. Following His path is never

disappointing because He always makes everything beautiful in His time.

Profound appreciation is addressed to my sponsor, Made Frida Yulia,

S.Pd., M.Pd. for being very patient in guiding me. I thank her for spending her

valuable time to critically read my writing and to advise me for my better writing.

I thank all of the lecturers of the English Language Education Study

Program who indirectly inspired me along my study process. Also, I thank all of

the staff for helping me during the years of my study.

Special thankfulness goes to my beloved parents, Lalina and Budiyono,

and my siblings, Sahana Nila Natasashari, Febri Syahari Valentian, Candra Nastiti

Ayunanda, and Fladimir Panca Syaputra. I could always count on them in every

situation because of their unpretentious love and care. I am also greatly indebted

to the big family of Yasmin Hadi Prayitno and the big family of Supardi for the

support and joy in my life.


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My generous thanks is also to my dearest Yulianto Puji Pamungkas for

being there to give me love and encouragement. He is an awesome best friend, an

admirable brother, and a fabulous boyfriend.

I am very grateful owing to my benevolent friends, namely Yogyaria Astin

K. G. and Consita Iriana P. Every moment we spent together for about four years

was the whole happiness bit. The members of A Fortiori Play Performance, Class

C students, and all of the students of batch 2009 of ELESP are also people who I

want to thank to. I also thank Indria Ajeng Noor Ambar, my only PPL partner in

SMK 6, and my friends of KKN Group 39 for the cheerful short time togetherness

when we were duty bound to take those courses. They are all amiable persons.

Finally, I give my indebtedness to all of the people I could not mention

here for their support, prayers and help. They really mean so much to me. God

counts them among His belongings. Once again, I am very grateful for everything

they have done to me.



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TABLE OF CONTENTS

Page

TITLE PAGE ...................................................................................................... i

APPROVAL PAGES .......................................................................................... ii

DEDICATION 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 .............................................................................................. xiv

LIST OF FIGURES ............................................................................................ xv

LIST OF APPENDICES ..................................................................................... xvi

CHAPTER I. INTRODUCTION ........................................................................ 1

A. Research Background ..................................................... 1

B. Research Problem ............................................................ 6

C. Problem Limitation .......................................................... 6

D. Research Objectives ........................................................ 7

E. Research Benefits ............................................................ 7

F. Definition of Terms ......................................................... 8


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CHAPTER II. REVIEW OF RELATED LITERATURE .................................. 11

A. Theoretical Description ..................................................... 11

1. Advertisement and Advertising ................................ 11

a. Definition ............................................................. 11

b. Functions of Advertising ..................................... 13

c. Types of Advertising ........................................... 13

2. Language Style of Advertisement ............................ 14

a. Lexical Features .................................................. 14

b. Syntactic Features ................................................ 17

3. Persuasion ................................................................. 21

4. Power Relation ......................................................... 23

B. Theoretical Framework ...................................................... 25

CHAPTER III. RESEARCH METHODOLOGY .............................................. 27

A. Research Method .............................................................. 27

B. Research Setting................................................................. 28

C. Research Subjects .............................................................. 29

D. Instruments and Data Gathering Technique ...................... 29

E. Data Analysis Technique ................................................... 30

F. Research Procedure ........................................................... 33

CHAPTER IV. RESEARCH RESULTS AND DISCUSSION .......................... 36

A. The Linguistic Features of Magnum Advertisements ....... 36


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1. The Lexical Features of Magnum Advertisements ..... 36

2. The Syntactic Features of Magnum Advertisements .. 42

B. The Persuasion Techniques in Magnum Advertisements .. 49

C. The Power Relation in Magnum Advertisements .............. 51

CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND

RECOMMENDATIONS ........................................................... 56

A. Conclusions ....................................................................... 56

B. Implications........................................................................ 58

C. Recommendations .............................................................. 59

1. For English Teachers .................................................. 59

2. For English Learners ................................................... 60

3. For Advertisers ........................................................... 60

4. For Future Researchers ............................................... 61

REFERENCES ................................................................................................... 62


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LIST OF TABLES

Table Page

3.1 The (Feature X) of Magnum Advertisements ................................................ 32

3.2 The Checklist of Persuasion Techniques in Magnum Advertisements ......... 32

3.3 The Checklist of Power Relation in Magnum Advertisements ..................... 33

4.1 The Persuasion Techniques in Magnum Advertisements .............................. 49

4.2 The Power Relation in Magnum Advertisements .......................................... 52


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LIST OF FIGURES

Figure Page

4.1 The Lexical Features of Magnum Advertisements ........................................ 37

4.2 The Syntactic Features of Magnum Advertisements ........................................ 43


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LIST OF APPENDICES

Appendix Page

A. The Transcript of Magnum Advertisements .................................................. 64

B. The Data Analysis of Magnum Advertisements ............................................ 69


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CHAPTER I

INTRODUCTION

This chapter provides a general introduction to the language style of

broadcasted advertisements. Hence, the researcher intends to present the research

background, problem formulation, problem limitation, research objectives,

research benefits, and definition of terms.

A. Research Background

It is clear that every company needs media to disseminate their products to

people, the consumers of their products. Mass media hold an important role to

meet companies‟ needs. Mass media can be in the form of pamphlets, brochures,

advertisements, and many more. Companies have their own decision to choose the

form of mass media by considering many aspects. How companies present their

products through mass media is considered as a valuable thing because the

consumers often judge certain products from what they understand from the mass

media before using the products in reality. It directly can affect the image of that

brand and the image of the company itself.

Advertisements become the most well-known mass media because many

companies use advertisements for particular aims. Taylor (1986) argues 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. Therefore, many companies use advertisements as the media to


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achieve those functions for their profits. Broadcasted advertisements are now the

familiar one because people can know many kinds of advertisements in some

channels of television, internet, and radio.

Asher (1994) states that advertising language is used to persuade or to

tempt people to buy companies‟ products. It means that advertisements use

persuasive language to entice consumers. Advertisers should know what kind of

persuasive language which is suitable for certain products and make consumers

believe in the companies‟ products. Although the use of persuasive language is

important, advertisers cannot ignore another function of advertisements, such as to

create a good image of a product. The audience of broadcasted advertisements in

television will create the image of the products by seeing and hearing what the

advertisers make in the advertisements. Persuasive language should emphasize the

functions of advertisements themselves.

According to Grey (2008: 5), to convey the persuasive message of

advertisements, advertisers often use some linguistic features, such as hyperbole,

repetition, glamorization, and some syntactic features, such as short sentences,

long noun phrases, and ambiguity. Hyperbole is the common one which can make

advertisements more alive. As the consumers‟ experiences increase, advertisers

have to be responsible for the advertised products because advertisements can

influence the development of the companies. Unfortunately, companies have

bigger responsibility to their advertisements because consumers never judge

advertisers. Consumers will comment on the products of companies which can


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affect the image of the companies. Therefore, diction will be a very crucial thing

in advertisements.

The use of certain strategies in making advertisements can influence

consumers‟ point of view on the products. Choosing persuasion techniques is

based on companies‟ needs and purposes. For example, cosmetics which can

make women more beautiful will usually use Packard‟s idea of selling reassurance

of worth (1957). Packard (1957) says that selling reassurance of worth is a

persuasion technique of advertising to fulfill the needs of the consumers‟

satisfaction after they use the product. For example, the advertisement of

TRESemmé in late September 2012. It is a new product of hair care in Indonesia.

The advertiser introduces the existence of TRESemmé in Indonesia nowadays by

using that persuasion technique. There is a woman who has beautiful long hair

and is walking around a narrow room. There are also some pictorial scenes of a

woman whose hair is being treated by a hair stylist. In that advertisement, the

advertiser shows how satisfied that woman is after she uses that product. It shows

how consumers will be satisfied if they use TRESemmé. That persuasion

technique is a match for presenting the purpose of TRESemmé company.

Nowadays, companies broadcast interesting advertisements in creative

presentations. The utterances related to the product description are found in some

television advertisements. Nevertheless, companies focus more on the image or

action through a very short story to create dramatization. For example, the honesty

version of Mie Sedaaap advertisement focuses on the boys who are eating Mie

Sedaaap when they have already finished playing football. There is only one main


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point that the audience will receive from the advertisement. The main point of that

advertisement is that Mie Sedaaap is delicious. It is only a very simple message

which is presented by a twenty-second-advertisement. Therefore, the unique

presentation of advertisements is an interesting subject matter to observe.

Moreover, advertising language has its own specialization of language elements

which are used in the advertisements themselves.

Since broadcasted advertisements can be seen and heard, an utterance is as

important as the visualization. Advertisers need to choose the most appropriate

words to be uttered by the speakers in advertisements. Utterances hold important

points because the audience can easily notice the uttered words instead of the

written one. Ear-catching utterances should be attractive to the audience. Brands‟

slogan can be more understandable and remarkable if it is uttered in

advertisements. Even, some advertisements present both the written slogan and

the spoken slogan to grab the audience‟s attention. The speakers in advertisements

can help the audience to understand on the advertised products through their

utterances which are uttered with the right tone.

Kertajaya (1997: 48) writes that consumers are basically familiar with the

brand instead of the product itself. Consumers trust the products of certain brands.

Since the product has a big deal with people‟s perspective about product brands,

there are some power relation which are built by companies upon consumers

through advertisements. French and Raven (1959) classify power relation into five

types, namely reward power, expert power, legitimate power, referent power, and

coercive power. In some advertisements, reward power really attracts the


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audience‟s interest to buy a product because of a reward that they will gain from

that product. It directly means that advertisements use reward power to raise

consumers‟ buying willingness.

Overall advertisements which have been watched, the researcher is

interested in Magnum advertisements. From the data taken from Magnum‟s

official website (2012), it says, “Magnum was the first handheld ice cream

targeted as a premium ice cream for adults. Today, Magnum is one of the world's

leading ice cream brands, selling one billion units annually worldwide, and it is

the biggest brand of Unilever ice creams.” It is true that Magnum is a product

which has a great success in marketing its product to people all around the world.

This success is also influenced by the use of mass media to spread the existence of

all products from Magnum.

Considering Magnum‟s success in marketing its products, the researcher

would like to analyze the language style which is used over Magnum

advertisements that have created success. Since there are a lot of topics which

discuss the language style of advertisements, the researcher narrows the language

style to the linguistic features and persuasion techniques of the utterances in

Magnum advertisements. Besides, Magnum advertisements also hold the

researcher‟s attention to identify the power relation that companies want to show

to consumers through advertisements, as a remarkable mass medium.


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B. Research Problem

This research endeavors to seek the language style of Magnum

advertisements. Based on the main purpose of this research, the problems are

formulated in the following questions:

1. What are the linguistic features of Magnum advertisements?

2. What kind of persuasion technique does Magnum use to advertise the

products?

3. What kind of power relation does Magnum have upon consumers through the

advertisements?

C. Problem Limitation

This research attempts to identify the linguistic features which appear in

Magnum advertisements. The researcher analyzes the linguistic features based on

the theory proposed by Grey (2008) in his Language in Use. The researcher

specifies the linguistic features of Magnum advertisements into two parts; they are

the lexical features and syntactic features. There are several theories of persuasion

technique types, but in this research, the researcher uses Kleppner‟s theory of

persuasion technique (1986). Then, the researcher implements the classification of

power relation proposed by French and Raven (1959). The analysis is directed

towards the English utterances or spoken words in Magnum advertisements.


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D. Research Objectives

The aims of this study are divided into three parts. They are:

1. To analyze the linguistic features of Magnum advertisements.

2. To identify the persuasion techniques which are used by Magnum to advertise

the products.

3. To interpret the power relation which Magnum has upon consumers through

the advertisements.

E. Research Benefits

Since this thesis deals with language in society, particularly the

advertisements, it is hoped that it will be a useful study for:

1. Advertisers

The advertising field has been developed rapidly nowadays. The

competitive competence in advertisements is needed to attract companies‟

attention. Hopefully this research can inspire advertisers to create high quality

advertisements with some consideration from many aspects, including consumers‟

point of view.

2. Consumers

Through this research, the researcher hopes that consumers can raise their

awareness of wise buying decision, because the decision to buy some products is

not only based on the advertisements.


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3. English Teachers

It is expected that the findings of this research can contribute to the

development of the language study. Particularly, it is hoped to be an outline to

teach the language elements of functional texts, especially advertisements. In the

teaching-learning process, they may use advertisements as the authentic materials

in linguistics course related to analyzing the advertising language.

F. Definition of Terms

Some terms will be defined to help the readers have better understanding

through this study. Below are some terms as the key words of this study.

1. Advertisements

Gilson and Berkman (1986) define advertisements as the persuasive media

of communication to help companies achieve marketing objectives.

Advertisements which have their own particular language style are media to

persuade consumers to buy or use certain products. A sale is the marketing

objective that can be done through advertisements. To meet this need, companies

should make the best advertisement with the most suitable language style. In this

research, the researcher chooses Magnum advertisements because of their

particular language style in persuading the audience. Magnum advertisements

become the only data sources. The language style, the persuasion technique, and

the power relation of Magnum advertisements are the main subject matter that is

going to be analyzed.


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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 used in Magnum advertisements. It deals with the use of linguistic

features which consist of lexical features and syntactic features in Magnum

advertisements, such as hyperbole, weasel words, imperative, and long noun

phrases. Those linguistic features can be used to analyze Magnum advertisements‟

persuasion techniques and Magnum advertisements‟ power relation. The analysis

of the expressions, particularly the spoken expressions, indicates the analysis of

the language style. This research will analyze deeply the presence of Magnum

advertisements‟ language style which can influence the kind of persuasion

technique and power relation.

3. Persuasion Technique

Ross (1994: 168) says, “Persuasion is a process of skillfully and ethically

using logical thoughts, effective appeals, credibility and ethical proof to influence

and motivate others to responds as you wish them to.” Besides, a persuasion

technique is a strategy that is used to persuade people. In this research, persuasion

techniques are the strategies used in each Magnum advertisement in order to

convince the audience of what the speakers said in Magnum advertisements. This

research is going to analyze how the speakers‟ utterances reflect the use of certain

persuasion techniques.


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4. Power Relation

According to Peirce (1886), power relation is the power which is built

from the message sender to the message receiver through the communication act.

In this research, power relation refers to the relation which Magnum company

wants to have upon its consumers through its advertisements. This power is

created by Magnum advertiser to build the brand image of Magnum in society.

5. Magnum

The official website of Magnum (2012) claims, “Magnum was the first

handheld ice cream targeted as a premium ice cream for adults. Today, Magnum

is one of the world's leading ice cream brands, selling one billion units annually

worldwide, and it is the biggest brand of Unilever ice creams.” Nowadays,

Magnum is one of the most well-known brands of ice cream in the world. Its

success in attracting consumers involves the use of broadcasted advertisements.

This research will focus on the language style of English Magnum advertisements.

The researcher analyzes the videos of English Magnum advertisements as the data

sources during the process of data gathering and data analysis.


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CHAPTER II

REVIEW OF RELATED LITERATURE

The content of this chapter will seek to explain some important theories

which are related to this research. There are two main parts of this chapter,

namely theoretical description and theoretical framework. Theoretical description

provides the theoretical review of this research base whereas theoretical

framework explains the relation between the theories and the research.

A. Theoretical Description

In this section, there are some theories which can be the foundation of this

research. This section elaborates on the advertisement and advertising, language

style of advertisement, persuasion, and power relation.

1. Advertisement and Advertising

This part is going to explain what advertisement and advertising are. There

are several things which deal with advertisement and advertising. They are the

definition of advertisement and advertising, the functions of advertising, and the

types of advertising.

a. Definition

Hornby (1995) defines an advertisement as a public notice which is

offering or asking for goods, services, and so on. An advertisement becomes a

medium to publish companies‟ offer to society. Companies inform society about

their products which can be in the form of goods or services. In this case,


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companies are trying to gain society‟s attention to their products. Therefore, an

advertisement is a device to connect companies to their consumers. Based on that

definition, advertisement does not have the role of marketing strategy because it

only focuses on companies‟ intention to give information to society without

persuading society to be the consumers of their products.

Similar to Hornby (1995), Weilbacher (1984: 8) says, “An advertisement

is a marketing tool that helps to build confidence in companies and institutions by

conveying accurate and compelling information to consumers about the brand or

company or institution.” As a marketing tool, an advertisement has the function of

marketing companies‟ products. While Hornby (1995) only emphasizes how to

gain society‟s attention, Weilbacher (1984) emphasizes how to gain society‟s

willingness to use the advertised products.

Advertisement cannot be separated from advertising. Bovee and Arens

(1986: 5) describe “Advertising is the non-personal communication of

information usually paid for and usually persuasive in nature about products,

services, or ideas by identified sponsors through the various media.” Advertising

should be done as the public communication which involves companies as

message senders and consumers as message receivers in order to meet companies‟

needs of product marketing. Furthermore, the word „persuasive‟ directs

advertising into an action of persuading people. For example, an advertisement of

Matahari Department Store which was broadcasted nearly Christmas offers

discount for selected items up to 50%. That communication occurs between

Matahari Department Store and the audience. It essentially persuades the


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audience to go shopping there because Matahari Department Store offers big

discounts for their consumers.

b. Functions of Advertising

Taylor (1986) mentions some functions of advertising. The first function

of advertising is to create consumer awareness and product differentiation.

Companies show that they have products to meet their consumers‟ needs and that

they have the best products among the similar products through advertisements.

Advertising is a step which is used to compete with other companies in order to

fulfill other functions of advertising. Second, advertising is used to create

consumer good-will. Companies make their consumers feel that they have the

appropriate choice when they choose those companies‟ products. Besides, they

are trying to prove that they always do their best to satisfy their consumers. Third,

advertising reinforces existing behavior. After consumers are aware of companies‟

products, companies have to advertise their products to keep their consumers‟

awareness. It also makes their products always „visible.‟ The last function of

advertising is to make sales. This is the most important function of advertisements

because many companies advertise their products to persuade their consumers to

buy or use their products. An advertisement, as a marketing tool, has the main role

of persuading people to give advantages to companies.

c. Types of Advertising

The classification of advertising based on Gilson and Berkman (1986) is

divided into four types. They are printed media (e.g.: newspaper and magazine),

broadcasted media (e.g.: television and radio), direct and special media (e.g.:


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catalogue, mail package, pen, and calendar), and out-of-home and directory media

(e.g.: poster in the bus shelter).

2. Language Style of Advertisement

An advertisement has its own particular language style. The language style

of advertisement deals with the linguistic features. Grey (2008) in his Language in

Use divides the linguistic features of advertisement language style into two parts.

They are lexical features and syntactic features.

a. Lexical Features

Lexical features of advertisements present advertisements to be more

unique because of the use of certain words. Lexical features make advertisers

reconsider the diction of advertisements to grab consumers‟ attention and

willingness.

1) Hyperbole

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. People use hyperbole to exaggerate something, especially in describing

something in exaggerating manner. For example, the use of more, new, 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.


15

For example, Volvocracy is a neologism of people in the government who deal

with democracy and drive Volvos.

3) Weasel Word

A 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. There are some words which are usually used as weasel words,

such as help, like, virtually, enriched, worth, fresh, tested, guaranteed, 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) states that the use of that pronoun makes

the audience feels to be involved within the advertisement. For example,

Hyundai‟s slogan is Drive You Away. The use of pronoun you gives friendly

attitude to Hyundai‟s consumers.

5) Simple Vocabulary

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 to be attractive, too. For example, there is a slogan Scott

makes it better for you. It is simple and understandable enough. By reading that

slogan, the consumers can easily understand Scott.


16

6) Repetition

Repetition is usually used to make the brand‟s name or brand‟s slogan

more interesting. Repetition also mostly appears in the 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. For example, finger of fudge the best four by four by far uses the

repetition of /f/ sound to make it more interesting. Rhyme is a pattern of identity

of sound between words extending from the end to the last fully accented vowel.

Mean machine is an example of rhyme. Rhythm is a regular pattern produced by

varying the stressed and unstressed syllables of the words. For example, drinka

pinta milka day.

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. Body odor sounds

better because it can avoid saying an unpleasant word.

8) Humor

Humor is a quality in something that makes it funny. It is useful to attract

and to entertain the audience. For example, the use of the word wonderfuel is used

in a fuel advertisement. It is actually formed from the word wonderful and then it

is used as humor becomes wonderfuel. It makes the product more interesting

because of the use of humor. Humor can gain consumers‟ attention to the

advertised product because most people love humor instead of something serious.


17

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 house. The use of those words will make the house become more

interesting. It will be interesting to say charming house instead of old house.

10) Potency

Grey (2008) suggests that potential words are those which are able to give

new value, novelty or immediacy. Potential words can influence the audience.

Ogilvy as is quoted 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, and offer 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.

The simplicity of advertising language can be easily seen from the syntactic

features of advertisement.


18

1) Short Sentence

A short sentence gives a clearness impact for the audience when they hear

the utterances in advertisements. 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 sentences but it has clear and complete

information as the consumers want to know.

2) Long Noun Phrase

According to Grey (2008), a long noun phrase describes the advertised

products in three or more words or two or more independent phrases to impress

the audience. For example, a description of a product says First automatic

chronograph with a 72-hour power-reserve and patented compression push-

buttons. From that description, the audience notices the specialty of the automatic

chronograph. Long noun phrases can make consumers feel that the advertised

product has many special qualities if it is compared to other similar types of

product.

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 lexical homonymy and lexical

polysemy, and grammatical ambiguity, which consists of grammatical homonymy

and grammatical polysemy. The example of lexical homonymy is the word mole.

It has three different meaning. They are a small mammal which is nearly blind,

has dark fur and lives in passages that it digs under the ground, a small dark spot


19

or lump on a person's skin or a person who works for an organization or

government and secretly gives information to its competitors. Besides, the

example of lexical polysemy is in the sentence Gentlemen prefer blondes. Prefer

has the meaning of like better or promote. The sentence I like moving gates is the

example of grammatical homonymy because it is ambiguous whether moving

gates is gates that move or causing gates to move. Grammatical polysemy appears

in the sentence He eats bread. The use of present tense in that sentence makes

people doubtful whether it is happening now or a habitually repeated activity.

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. That imperative suggest 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.

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. For example, Time always follows me is the slogan of


20

Rossini. When the audience sees or hears that sentence, they will feel like in the

real time.

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 of 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 they are two different things.

9) Ellipsis

Goddard (2002: 123) defines ellipsis as “the omission of part of a

structure.” Cook (1996) says one of its aims is to create the sense of informality.

For example, the utterance “Nespresso, what else?” when follows the

grammatical rules should be “You’ll take Nespresso. What else would you like to

drink?” However, it needs too many words and looks too formal.

10) Incomplete Sentence

The audience rarely pays attention to the sentences of advertisements very

carefully. Even in visualized advertisements, the audience will pay attention more

to the visualization of the advertisements. Therefore, Grey (2008) identifies an

incomplete sentence as one of the linguistic features of advertisements. Using an


21

incomplete sentence helps the audience to catch the main point of advertisements.

For example, “Revolutionary lift. Revolutionary results. REVITALIFT DOUBLE

LIFTING.” is more interesting in an advertisement instead of “If you want a

revolutionary lift of your skin and to see revolutionary results, buy Revitalift

Double Lifting.” The complete version of the utterances

3. Persuasion

Hornby (1995: 864) states that “persuasion refers to the action of

persuading or being persuaded.” It means that persuasion has the quality of

persuasiveness. The persuasive state is the state of having the characteristic of

urging people to do something. According to Trimmer and Nancy (1984),

persuasion is verbal communication which make people have certain judgment or

change their previous judgment to accept the new one which they do not believe

before. An advertisement is one example of a persuasion activity. Bovee (1982)

argues that persuasive state involves convincing people that the product advertised

will give some benefits to them. Based on Trimmer (1984), advertisements can

convince the target by giving statements, commands, suggestions, and rhetorical

questions about the product which directly shows a product guarantee.

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. There are three techniques of

persuasion. They are pioneering stage, competitive stage, and retentive stage.


22

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.

b. Competitive Stage

The advertisers direct people to choose the products which have existed in

the market. Consumers can freely select the products which they consider best to

use. 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.

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.


23

4. Power Relation

Peirce (1886) states that power is built from the relation between message

senders and message receivers. According to Petress in Triandjojo (2008), power

is the capability to persuade others to believe or to do something like what is

wanted. Lill (1998) says that power works when people use ideology association

in the cultural action strategy. Triandjojo (2008) argues that an advertisement is

an ideology reflection from a company. It can be a medium for companies to

communicate with consumers. The relation which is built by companies and

consumers is called power relation. Power relation makes communication act

occur between companies as message senders and consumers as message

receivers. French and Raven (1959) divide the types of power relation into five

types, namely legitimate power, reward power, referent power, expert power, and

coercive power.

a. Legitimate Power

French and Raven (1959) describe legitimate power as the power which is

built when message senders are able to control message receivers. Message

senders have the right to posit themselves in the higher level than message

receivers. That right refers to message senders‟ power to dictate message

receivers. By using this power, message receivers are hoped to consider buying

the advertised products.

b. Reward Power

Message senders promise to give a reward to message receivers.

Therefore, message receivers will be persuaded by a promised reward. Message


24

senders have an assumption of persuading message receivers through giving a

bonus when they use or buy their products.

c. Referent Power

Based on French and Raven (1959), through this power, message senders

use people‟s popularity to reach what they want. It is functioned to attract

message receivers to buy or use the products. It is also used to influence message

receivers‟ life style to imitate famous people‟s life style which appear in message

senders‟ message. For example, advertisers use some public figures in their

advertisements.

d. Expert Power

French and Raven (1959) state that expert power appears when message

senders are positioned as the ones who understand the product. Therefore,

message receivers should follow their superiors to use the advertised products.

Message senders tend to show their higher quality of knowledge or experience to

persuade message receivers to follow them.

e. Coercive Power

Loudon in Supriyono (2006) states that message senders can delete a

promised reward if message receivers do not follow the suggestion in

advertisements. In the other words, message senders threaten message receivers to

do their order. Therefore, message receivers feel threatened by message senders if

she or he does not obey message senders‟ order.


25

B. Theoretical Framework

Based on the theoretical description, the researcher wraps up the

appropriate theories to accomplish the objectives of this study. There are only

three major theories which are used to answer the formulated research questions.

They are the language style of advertisements, the persuasion techniques, and the

power relation.

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 second part is the syntactic features which deal

with the grammatical properties. They consist of short sentence, long noun phrase,

ambiguity, use of imperative, simple and colloquial language, present tense,

syntactic parallelism, association, ellipsis, and incomplete sentence. The

researcher analyzes the utterances of Magnum advertisements and then classifies

them to the characteristics of advertisement linguistic features proposed by Grey

(2008). The researcher chooses Grey‟s theory (2008) because there is specific

description on the characteristics of advertisement language. Different from other

theories of the advertising language, the theory of Grey (2008) provides the

classification of the lexical features and the syntactic features.


26

The second research question which is related to the use of persuasion

techniques is answered by identifying each Magnum advertisement based on the

theory of three persuasion techniques proposed by Kleppner (1986). They are

pioneering stage, competitive stage, and retentive stage. The researcher uses the

theory of Kleppner (1986) because it has clearer types of persuasion techniques to

be used to classify Magnum advertisements. Kleppner (1986) differentiates the

persuasion techniques clearly based on the marketing situation and human

characteristics. Therefore, the researcher can clearly categorize Magnum

advertisements into the types of persuasion techniques by using a checklist of

persuasion techniques used in Magnum advertisements based on Kleppner‟s

theory (1986).

For the last research question, the researcher uses the theory of power

relation proposed by French and Raven (1959). The theory of power relation

shows how the companies build their position upon their consumers. The types of

power relation are divided into legitimate power, reward power, referent power,

expert power, and coercive power. Power relation which is suggested by Peirce

(1886) directs communication which is built by message senders and message

receivers. It is combined with the power relation theory in leadership issue

proposed by French and Raven (1959). The researcher tries to interpret the

utterances of Magnum advertisements and then classifies them into the types of

power relation.


27

CHAPTER III

RESEARCH METHODOLOGY

This chapter is going to elaborate on the detailed information about the

methodology used to accomplish this study. The use of the methodology was

aimed to answer the formulated research questions. There are six sections in this

chapter, namely the research method, research setting, research subjects,

instruments and data gathering technique, data analysis technique, and research

procedure.

A. Research Method

This research has three questions to be answered. They are (1) What are

the linguistic features of Magnum advertisements? (2) What kind of persuasion

technique does Magnum use to advertise the products? and (3) What kind of

power relation does Magnum have upon consumers through the advertisements?

To answer those three research questions, the researcher conducted

research which was categorized into qualitative research. Brown and Rodgers

(2002: 12) state that qualitative research is “research which is based

predominantly on non-numerical 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.” 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


28

describes what is describing, recording, analyzing, interpreting conditions that

exist. This research was going to describe the language style used in Magnum

advertisements.

The method employed in this research was content or document analysis.

Leedy and Ormrod (2005: 142) define content analysis as “a detailed and

systematic examination of the contents of a particular body of material for the

purpose of identifying patterns, themes, or biases.” It means that content analysis

allows the analyst to analyze information from certain data sources in order to

describe particular characteristics of the information. In this research, the data

sources were 10 videos of Magnum advertisements. Generally, the researcher was

going to describe the available characteristics of language style used in Magnum

advertisements.

B. Research Setting

The researcher conducted the research from October 2012 to February

2013. Firstly, the researcher looked for the data sources in October 2012. After

finding the data sources, the researcher selected ten Magnum advertisements to be

the samples of this research. Then, the researcher gathered the data from

December 2012 to January 2013 by transcribing the ten Magnum advertisements.

The data analysis took the longest time in this research because it needed to be

rechecked and revised for some times. It took about four months which began in

February 2013 and ended in May 2013.


29

C. Research Subjects

There were so many versions of Magnum advertisements that people can

find from the broadcasting media, such as television and internet. However, the

researcher only chose 10 versions of Magnum advertisements because those 10

advertisements were the most appropriate representatives among other versions of

Magnum advertisements. According to Leedy and Ormrod (2005), purposive

sampling is the most appropriate method to select the appropriate sample because

the samples should yield the greatest amount of information about the topic under

the research. Those 10 representatives of Magnum advertisements were used as

the purposive samples of this research. Briefly, it could be said that the purpose of

selecting those samples was to deeply analyze the major language style,

persuasion technique, and power relation which often appeared in Magnum

advertisements. The researcher determined the criterion of selecting those

advertisements. The only criterion was whether there was the presence of spoken

English. Those 10 Magnum advertisements were Magnum Mini version, Magnum

Ecuador version, Magnum Infinity version, Magnum Classic version, Magnum

Temptation version, Magnum Temptation Hazelnut version, Selecta Magnum

version, Magnum advertisement in 1994, Magnum advertisement in 1993, and

Magnum advertisement in 1992.

D. Instruments and Data Gathering Technique

This research involved two instruments. Those are the researcher as

human instrument and document.


30

1. The researcher as human instrument

Merriam (2002) says that in qualitative research, the researcher becomes

the primary instrument for data collection and data analysis. Drake (2006) also

points out the researcher as human instrument when the researcher collects the

data using methods, such as interview and observation. In this research, the

researcher collected the data by observing the ten Magnum advertisement videos.

Then, the researcher wrote down the transcript of each video and analyzed it.

2. Document

According to Ary, Jacobs, and Razavieh (2002), in qualitative research,

especially in content analysis, the analyzed materials can be in the form of public

records, textbooks, letters, films, tapes, and many more. In this research, the

document is in the form of transcript of 10 Magnum advertisements. The

researcher transcribed the recorded Magnum advertisements to be analyzed.

Those transcripts belonged to the research instruments because they were used to

answer the research questions. This transcript would be useful to obtain the data

because it could decrease the missing words which should be analyzed and

increase the validity of the data.

E. Data Analysis Technique

The researcher prepared 20 tables as in Table 3.1 to categorize the

language style of Magnum advertisements into 10 lexical features and 10

syntactic features. Those 20 features are hyperbole, neologism, weasel word,

familiar language, simple vocabulary, repetition, euphemism, humor,


31

glamorization, potency, short sentence, long noun phrase, ambiguity, use of

imperative, simple and colloquial language, present tense, syntactic parallelism,

association, ellipsis, and incomplete sentence. Those features are based on Grey‟s

theory (2008) about the linguistic features of advertisements. There was the

checklist of persuasion techniques of Magnum advertisements as shown in Table

3.2, which was used to answer the second research question, related to the use of

persuasion techniques. The classification of persuasion techniques used in this

research is proposed by Kleppner (1986). The last research question was answered

through the researcher‟s interpretation upon the theory of power relation proposed

by French and Raven (1959). However, the researcher also provided the checklist

as in Table 3.3.to ease the researcher in categorizing the power relation which

appeared in Magnum advertisements.

To keep the trustworthiness of the data analysis, the researcher did a data

triangulation. Potter (1996) states that triangulation is a way to strengthen one‟s

argument which can be done by examining that argument through others‟ point of

view. In this case, there were two people who helped the researcher in analyzing

the data. They were a lecturer of English Language Education Study Program who

was the researcher‟s supervisor and a veteran English teacher of junior high

school. They checked and gave suggestions if they were necessary about the data

analysis based on the related theories which were used in this thesis. Then, the

researcher rechecked and revised the data analysis. The revision of the data

analysis was done for several times after the researcher asked those two people to


32

check the data analysis again. This data triangulation process was done more than

once to decrease the number of errors.

Table 3.1. The (Feature X) of Magnum Advertisements

Video (Feature X)

M. Mini

M. Ecuador

M. Infinity

M. Classic

M. Temptation

M. T. Hazelnut

Selecta M.

M. in 1994

M. in 1993

M. in 1992

Table 3.2. The Checklist of Persuasion Techniques in Magnum Advertisements

Video Persuasion Techniques

Pioneering Stage Competitive Stage Retentive Stage

M. Mini

M. Ecuador

M. Infinity

M. Classic

M. Temptation

M. T. Hazelnut

Selecta M.

M. in 1994

M. in 1993

M. in 1992


33

Table 3.3. The Checklist of Power Relation in Magnum Advertisements

Video

Power Relation

Legitimate

Power

Reward

Power

Referent

Power

Expert

Power

Coercive

Power

M. Mini

M. Ecuador

M. Infinity

M. Classic

M. Temptation

M. T. Hazelnut

Selecta M.

M. in 1994

M. in 1993

M. in 1992

F. Research Procedure

In conducting research, there were six steps done by the researcher to

accomplish this study.

1. Selecting the data sources

There were more than 20 versions of Magnum advertisements. The

researcher selected 10 Magnum advertisements as the data sources of this research

based on the availability of the use of English. Those advertisements are in the

form of videos which are broadcasted in television and internet. They were

downloaded from www.youtube.com.

2. Gathering the data

The researcher had to transcribe the videos. To gather the valid data, the

researcher watched and listened to the videos several times. Then, the researcher

made the transcripts based on the videos. Rechecking and revising the transcripts


http://www.youtube.com/

34

were also required in the data gathering process in order to minimize possible

mistakes.

3. Preparing the tables and the checklists

The researcher found the theory of linguistic features, which consists of

lexical features and syntactic features by Grey (2008), the theory of persuasion

techniques by Kleppner (1986) and the theory of power relation by French and

Raven (1959). After that, the researcher made 20 tables of analysis and two

checklists based on those theories. Those tables and checklists were very helpful

for the researcher to analyze the presence of the language style, persuasion

technique, and power relation used in Magnum advertisements.

4. Analyzing the data

The researcher analyzed the gathered data by filling in the tables and the

checklists. Besides, the researcher also wrote down the features which were

categorized into certain characteristics of Magnum advertisements‟ language style

to be explained. Then, the researcher analyzed the persuasion techniques which

were used in each advertisement by filling in the checklist and taking notes on the

criteria which made the advertisements belong to the certain persuasion

techniques. To answer the third research question, the researcher classified the

data based on the theory of power relation to the checklist. The researcher

interpreted the data and provided the checklist and the reasons why those

advertisements belong to certain power relation which is proposed by French and

Raven (1959).


35

Data triangulation was done for some times to maintain the trustworthiness

of the data analysis. The researcher relied on two persons who are more expert to

check and criticize the data analysis. Based on the criticism, the researcher

rechecked and revised the data analysis to reduce error.

5. Writing up the report

Finally, the researcher was responsible to write up the report. The report

itself contains the process of the research and also the results of the research.

Moreover, the researcher also attached the data of the research.


36

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 three

sections in this chapter. The first section discusses the linguistic features of

Magnum advertisements. The second section deals with the kind of persuasion

technique in Magnum advertisements. The last section explains the kind of power

relation in Magnum advertisements.

A. The Linguistic Features of Magnum Advertisements

Based on Grey (2008), there are two major features of the advertisement

language style. They are lexical features and syntactic features. Magnum

advertisements had some parts of those elements in the language they used to grab

the consumers‟ attention.

1. The Lexical Features of Magnum Advertisements

The lexical features of Magnum advertisements deal with the diction used

in advertisements. In this case, the words were spoken by the actors, actresses,

and the narrators of Magnum advertisements. The words can delegate what the

company wants to convey 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 of the data analysis dealing with the lexical

features of Magnum advertisements can be seen in Figure 4.1.


37

Figure 4.1 The Lexical Features of Magnum Advertisements

The researcher found that Magnum advertisements only had some lexical

features of the advertising language. They lacked neologism, repetition, and

humor. Overall, Magnum advertisements only had 36% of the whole lexical

features in the advertising language proposed by Grey (2008).

a. Hyperbole

Hyperbole is one way to exaggerate the product in order to attract the

consumers‟ attention to the product. There were seven Magnum advertisements

which had the hyperbole feature in the advertisements and the rest did not have

hyperbole feature. The advertisement of Magnum Infinity had the most number of

hyperboles. For example, the use of longer lasting pleasure described how the

consumers could feel the longer pleasure when they ate Magnum Infinity than

other ice cream. The word new dominated the hyperbole feature in Magnum

0

20

40

60

80

100

70

0

30

60

100

0

40

0

40

20Per

cen

tag

e

The Lexical Features

Hyperbole Neologism Weasel Word

Familiar Language Simple Vocabulary Repetition

Euphemism Humor Glamorization

Potency


38

advertisements, such as New Magnum Ecuador and New Magnum Temptation. It

showed that the advertisers emphasized the presence of new Magnum product in

the majority of Magnum advertisements. Besides, the phrase for the first time also

had the same meaning with the word new. The other words which indicated the

use of hyperbole in Magnum advertisements were special, intense, forever,

perfection, very, and best. The presence of hyperbole in Magnum advertisements

added the variation of personal expression which could affect the consumers‟

willingness to taste Magnum whether the speakers‟ utterances were true.

b. Neologism

The advertisers of Magnum did not use neologism to advertise Magnum.

Magnum advertisements did not introduce a new word which was formed by

joining two or more word parts. The diction of Magnum advertisements was very

simple and did not use too many language features.

c. Weasel Word

Grey (2008) states that a weasel word carries unspecified meaning.

Therefore, it makes people question the missing information. There were only

three Magnum advertisements which used weasel word to gain the consumers‟

attention. Each weasel word had different styles of attracting people. It depended

on the diction the advertisers chose to use. In the advertisement of Magnum in

1992, the actress said that Magnum was so different. People could raise a question

“from what it is different.” Then, it affected people‟s curiosity to find out from

what aspect it is different by buying the product. The phrase another little

indulgence in Magnum Mini advertisement also could make people curious about


39

what kind of indulgence it is. Those kinds of curiosity could push people to buy

the advertised product.

d. Familiar Language

The word you indicates familiar language in the advertisements. It creates

more friendly attitudes between the companies and the consumers. There were

60% of Magnum advertisements which clearly used the pronoun you to address

the consumers. The narrator in Magnum Classic advertisement said, “When you

are having a magnum with thick cracking chocolate, nothing else matters” The

pronoun you in that utterance pointed out the consumers as if the narrator was

talking to them.

There were 20% of Magnum advertisements which did not use the

pronoun you. One of those advertisements presented some people‟s points of view

on Magnum. Therefore, they used the pronoun I to express their personal opinion

about Magnum as in Magnum advertisement in 1993. The rest of Magnum

advertisements used imperative which was said by the narrator. It addressed the

consumers by using you indirectly but it was clear that the subject was you.

Magnum advertisement in 1994 had the pronoun you but it did not address

the audience because the pronoun you in that advertisement referred to Magnum.

Some Magnum advertisements used the pronoun you to address another actors or

another actress. Therefore, the pronoun you in those advertisements did not

belong to the familiar language feature.


40

e. Simple Vocabulary

Simplicity in the advertisement diction makes people easy to remember

what is said by the speakers. The advertisers do not let the audience think about

what the speakers say. The vocabulary will be very universal because the

advertisers will not consider who will be the audience. All of Magnum

advertisements used simple vocabulary because the researcher did not find any

difficulties to understand on the content of those advertisements. The vocabulary

was arranged to be some very simple sentences. The slogan of Magnum, for

pleasure seekers, was a simple slogan which emphasized who will be the

consumers of Magnum. That slogan meant that the consumers should be a person

who was looking for the pleasure. That person could find the pleasure by

consuming Magnum. It was understandable without any ambiguity because the

vocabulary was very simple, brief, and clear.

f. Repetition

It was sometimes difficult to find repetition in the simple advertisements.

Moreover, repetition rarely appeared in the utterances of the advertisements

because it was often used in the written form. Magnum advertisements did not

have repetition in every single utterance.

g. Euphemism

This figurative language appeared in 40% of Magnum advertisements. The

word ecstasy in 1994 Magnum advertisement indicated how Magnum could make

people want to eat it again and again as they were consuming ecstasy. Ecstasy is a

powerful drug which can make people very active and feel hallucination. It also


41

made people dependant to that drug by willing to consume repeatedly because of

its pleasure. The actress compared Magnum with ecstasy to describe the continual

pleasure they wanted to get after consuming those two different things. The

connotative meaning carried by the speakers of Magnum advertisements were

shown in the words indulgence, cruel, talk, and slide. They looked Magnum like

other things which had the same quality. Euphemisms could be used to give ideas

about what Magnum tastes like.

h. Humor

Magnum advertisements had a simple way to deliver the message from the

company to the consumers. The way of delivering message done by the

advertisers did not present humor to make the advertisements more attractive

because they focused on the description of the products. It could be said that the

advertisements created a serious atmosphere at the matter of utterances.

i. Glamorization

Glamorization creates exaggeration to the thing which is advertised. The

word choice can affect people‟s point of view on the advertised product. Although

glamorization uses uncommon word combination, it has to bring the better point

of view. Glamorization could be found in four Magnum advertisements. Cracking

chocolate was one of the popular characteristics of Magnum advertisements. The

word crack was identical to earthquake, egg, and many more but not to ice cream

because people knew that ice cream was not tough. In Magnum advertisements,

the word cracking often modified the word chocolate to describe the sound which

people would hear when they were biting the chocolate. In Magnum Temptation


42

advertisement, the speaker said that the chocolate of Magnum is the delicious

browny pieces to create glamorization. The other glamorization could be seen in

shacked cracking chocolate and reunion ice cream. The purpose of glamorization

in Magnum advertisements was to modify some common words to be more

interesting.

j. Potency

Advertisers use potential words to tell the new value of the product to the

consumers. Potency appeared in two Magnum advertisements. In the

advertisement of Magnum Temptation, the word for the first time in “Magnum

presented for the first time” was an example of the use of potency. People could

draw a conclusion that Magnum had a new product to market. Similar to it, the

word again and again in Magnum Mini advertisement was also a potential word.

Those words showed that Magnum Mini was an ice cream which made people

want to consume for many times.

2. The Syntactic Features of Magnum Advertisements

Besides the lexical features, there are also some features of advertisement

language style which deal with the grammar. Different from the lexical features

which give the view of extraordinary products through the diction, the syntactic

features can show how simple the advertisement language style should be. The

result of the analysis of syntactic features of Magnum advertisements could be

described as in Figure 4.2.


43

Figure 4.2 The Syntactic Features of Magnum Advertisements

Figure 4.2 showed that Magnum advertisements lacked some syntactic

features, such as ambiguity, simple and colloquial language, and syntactic

parallelism. Magnum advertisements only had 39% of the whole syntactic

features.

a. Short Sentence

A short sentence is easier to understand for the audience because they

sometimes only hear or do not really listen carefully to the utterances spoken by

the speakers in the advertisements. Therefore, a short sentence will be more

efficient to grab the audience‟s attention to the advertised product. A short

sentence usually indicates the use of simple sentence, not compound sentence

even complex sentence. A simple sentence is the preferable pattern on delivering

the advertisement message to the audience.

0

20

40

60

80

10080

70

0

40

0

100

0

30

10

60

Per

cen

tag

e

The Syntactic Features

Short Sentence Long Noun Phrase

Ambiguity Use of Imperative

Simple and Colloquial Language Present Tense

Syntactic Parallelism Association

Ellipsis Incomplete Sentence


44

There were eight Magnum advertisements which had this feature. What

the speakers said was very brief but clear. All actors and actresses stated very

short sentences. In Magnum advertisement in 1994, a woman said, “Nothing

compares to Magnum.” That sentence only had a subject, a verb, and an object

and could be identified as a short sentence.

Two Magnum advertisements which did not had short sentences were

Magnum Classic advertisement and Selecta Magnum advertisement. The narrator

in Magnum Classic advertisement uttered a compound sentence by using the

conjunction when. Selecta Magnum advertisement did not have sentence because

there were only some phrases to describe Magnum.

b. Long Noun Phrase

Grey (2008) states that a long noun phrase requires at least three words or

two independent phrases. A long noun phrase has the function to convince the

consumers that the advertised product has many specialties which are offered.

That long noun phrase can briefly describe the advertised product by using some

adjectives in an interesting way.

There were 70% of Magnum advertisements which had long noun phrases

in their utterances. They consisted of three words in the majority. In Selecta

Magnum advertisement, there were two long noun phrases, international ice

cream sensation and thick rich Belgium chocolate. Most of the long noun phrases

in Magnum advertisements described how the ice cream was, how the chocolate

quality was, and how the pleasure the consumers would get when they were eating

Magnum.


45

c. Ambiguity

In Magnum advertisements, ambiguity did not appear in the utterances,

both lexical ambiguity and grammatical ambiguity. Every utterance was clearly

stated without more than one cognitive meaning because the advertisers made

those utterances simple and brief. The advertisers did not let the audience think

twice about what the speakers said in the advertisements in order to make the

advertisements easier to be remembered.

d. Use of Imperative

An imperative is a common language feature in the advertisements. The

advertisers ask the audience to do something dealing with the advertised product

by using an imperative. Only four advertisements of Magnum had this feature.

The two of them were the pieces of the actor‟ or the actress‟ conversation, like

“Watch this” and “Cut the alarm.” The narrator in Magnum Temptation Hazelnut

advertisement said, “Feel the chocolates hazelnut basis of banana ice cream in

covered in shacked cracking chocolate.” She suggested the audience to consume

Magnum. It had similar meaning to “Grab it fast,” “Buy now,” or many other

examples that people usually saw in common advertisements. Those imperatives

were used to increase the consumers‟ willingness to do something related to the

marketing purposes of the company. The other two Magnum advertisements

which used the imperatives were in the dialogues of the speakers, such as “Come

on” in Magnum Mini advertisement and “Watch this” in Magnum Infinity

advertisement.


46

e. Simple and Colloquial Language

The feature of simple and colloquial language did not appear in Magnum

advertisements. The language was very simple but did not use informal

expression, such as ain’t to indicate the use of simple and colloquial language.

The utterances in Magnum advertisements were daily conversation which could

be categorized into informal style. However, those utterances did not fit Grey‟s

idea (2008) about a simple and colloquial language feature in Magnum

advertisements.

f. Present Tense

Grey (2008) states that a present tense could give a pictorial of the real

situation whenever the audience hears the advertisements. All of Magnum

advertisements used present tenses in the speakers‟ utterances. A few parts of the

actors‟ and the actresses‟ utterances in the two old versions of Magnum

advertisements used a simple future tense, a simple past tense, and a future perfect

tense but the majority of the utterances still used present tense. Magnum

advertisement in 1994 showed the actress who said the sentences which used the

simple present tenses and a future perfect tense, as in “Magnum is bliss. You’re

luxury. My special moment. I would’ve been my own.” “Magnum is bliss” and

“You’re luxury” were the example of the simple present tense sentences and “I

would’ve been my own” was the example of a future perfect tense sentence.

g. Syntactic Parallelism

Because of its simplicity, Magnum advertisements did not use syntactic

parallelism in the utterances. The sentences in Magnum advertisements were not


47

complicated. The advertisers maintained the simple concept on the use of

language to quickly catch the audience‟s attention. Syntactic parallelism requires

similar structural forms which Magnum advertisements do not have.

h. Association

Grey (2008) proposes that association is the way how advertisers connect a

positive side of a product to something else. The use of like and as sometimes

indicates the association. Those two words become the appropriate conjunctions

to connect the specialty of products to the things which are familiar in the daily

life. It is used to give dramatization and clear imagination to the audience in order

to gain their interest and willingness.

There were 30% of Magnum advertisements which used association, but

some of them did not use the connector words, such as like and as. However, they

indicated association because the speakers compared Magnum with something

else. In Magnum Mini version, the narrator compared Magnum Mini with little

indulgence. Similar to that, the actress in Magnum Infinity advertisement

compared Magnum with cruel people. In fact, Magnum was only a delicious ice

cream which they imagined as something they loved more than anything. Those

two examples of association did not use the word like or as.

The association which used the connector like could be found in Magnum

advertisement in 1994. The speaker said, “I felt like under confession

afterwards.” She compared her feeling of consuming Magnum to the confession.

She admitted that eating Magnum was like guilty for herself, but she could not

avoid the guilty of eating Magnum because it pleased her well.


48

i. Ellipsis

Ellipsis is usually used to create informality in a conversation by omitting

certain parts of a structure without affecting the meaning. There was only one

ellipsis which appeared in Magnum advertisements. It appeared in Magnum

Ecuador advertisement. The actress said, “Sorry, guys. Sorry. Hi.” The utterances

of “Sorry” belonged to ellipsis because it could create informal conversation. If it

was in a formal situation, it had to be “I am sorry.”

j. Incomplete Sentence

The audience can hear and see the advertisement wherever and whenever

they are. They pay attention to the main idea of the product. Therefore, it is not

necessary for advertisers to make many complete and formal sentences in

advertisements. The important point is that advertisers can deliver the message

about products to the audience in a good way.

There were 60% of Magnum advertisements which had incomplete

sentences. Most of those incomplete sentences described the quality of Magnum

itself. For example, “The new Magnum temptation with chocolate sauce where

chocolate delicious browny pieces covered by Belgium chocolate” could be found

in Magnum Temptation advertisement. Grammatically, that sentence structure

was wrong because there were some missing words. It could be arranged in a

complete sentence, like “There is a new Magnum temptation which is produced

with chocolate sauce where you can find chocolate in the form of delicious

browny pieces covered by Belgium chocolate.”


49

B. The Persuasion Techniques in Magnum Advertisements

Asher (1994: 42-44) states that the advertising language should be able to

entice people to purchase an advertised product. To persuade consumers,

advertisers usually use some techniques of persuasion in order to achieve

predetermined goals of advertising. Kleppner (1986) classifies three kinds of

persuasion technique based on marketing situation and human characteristics.

Each Magnum advertisement could be categorized into Kleppner‟s classification

by analyzing diction and sentences uttered by the speakers. Based on the data

analysis, Magnum advertisements used different persuasion techniques to

distinguish the purposes of advertising. It could be seen in the word choices and

the sentences which were spoken by the speakers from each advertisement. Table

4.1 is the result of the analysis of the persuasion techniques which were applied in

Magnum advertisements.

Table 4.1 The Persuasion Techniques in Magnum Advertisements

Persuasion Techniques Percentage Magnum Advertisements

Pioneering Stage 40% Magnum Ecuador

Magnum Infinity

Magnum Temptation

Magnum Temptation Hazelnut

Competitive Stage 0% None

Retentive Stage 60% Magnum Mini

Magnum Classic

Magnum Selecta

Magnum advertisement in 1994




50

a. Pioneering Stage

The purpose of the pioneering stage is to introduce a new product to

consumers. Kleppner (1986) says that the characteristic of the pioneering stage is

the statement of how the product will make the consumers satisfied. There were

40% of Magnum advertisements which used the pioneering stage to advertise the

new ice cream tastes of Magnum. Those advertisements had the word new to tell

the audience that the product had just been released.

Another characteristic of the pioneering stage is the description related to

the satisfaction which the consumers will feel when they consume the product.

Generally, the slogan of Magnum which said “For pleasure seekers” was suitable

for this characteristic. From that slogan, the advertisers told the consumers that

they would feel the pleasure from Magnum as the satisfaction when they were

eating Magnum.

b. Competitive Stage

The persuasion technique of the competitive stage sometimes indirectly

contrasts the advertised product with similar products from different brands.

Advertisers want to prove that the advertised product is better than the others are.

Therefore, advertisers should show the specialty of the advertised product.

Magnum advertisements did not use the competitive stage to persuade the

audience because Magnum advertisements focused on the product itself. Magnum

advertisements only described their own specialty without contrasting with other

brands.


51

c. Retentive Stage

If a product is already marketed in a marketing area, the retentive stage

will be an appropriate way to keep the existence of the advertised product. The

majority of Magnum advertisements used the retentive stage to advertise the

products. The total was 60% of Magnum advertisements. The simplicity of

Magnum advertisements sometimes made the advertising language style very

limited. Almost all of Magnum advertisements had a brief description about the

special ingredients of Magnum ice cream. Cracking chocolate became the identity

of Magnum besides the slogan For pleasure seekers. Many Magnum

advertisements included cracking chocolate to remind people about Magnum‟s

uniqueness.

C. The Power Relation in Magnum Advertisements

Advertisements become a medium to present companies‟ thought about

their product to consumers. Advertisers are the representatives of companies to

send the companies‟ thought to consumers through advertisements. The

communication through advertisements between companies and consumers build

power relation. Companies act as message senders and consumers act as message

receivers. Based on French and Raven (1959), there are five types of the power

relation which can be built through a communication. The power relation in each

Magnum advertisement could be different because the idea of presenting the

advertisements was also various from one to the others. The presentation of

Magnum advertisements shows how the power relation is built. Table 4.2 shows


52

the analysis result of power relation in Magnum advertisements based on the

utterances and the speakers, especially the actor and the actress.

Table 4.2 The Power Relation Used in Magnum Advertisements

Power Relation Percentage Magnum Advertisements

Legitimate Power 20% Magnum Classic

Magnum Temptation Hazelnut

Reward Power 0% None

Referent Power 20% Magnum Mini

Magnum Temptation

Expert Power 60% Magnum Ecuador

Magnum Infinity

Magnum Selecta




Coercive Power 0% None

There were only three kinds of power relation which appeared in Magnum

advertisements. The majority of Magnum advertisements used the expert power to

communicate the idea about Magnum. The detailed description about Magnum

was really helpful to present Magnum to the audience.

a. Legitimate Power

The legitimate power requires the authority of high-positioned-person to

dictate people who have lower position than him. In advertisements, companies

have higher position than consumers. Therefore, companies as message senders

have the right to dictate people to do something. There were 20% of Magnum

advertisements which used the power of legitimate. The speakers of those


53

advertisements said some sentences which indicated suggestion to the audience to

do something.

In Magnum Classic advertisement, the narrator said, “When you are

having a magnum with thick cracking chocolate, nothing else matters.” It

indicated that the narrator suggested people to have a Magnum if they wanted to

feel the pleasure which could make them relaxed for a while from their business.

Besides, Magnum Temptation Hazelnut advertisement had an imperative sentence

spoken by the narrator. She said, “Feel the chocolate hazelnut basis of banana ice

cream in covered in shacked cracking chocolate.” This imperative sentence was

an order to the audience. The narrator actually asked the audience to buy Magnum

Temptation Hazelnut to taste it.

b. Reward Power

Companies can give a reward to the audience if they use the advertised

product. This strategy builds the reward power between companies and

consumers. That reward is usually in the form of a lottery, a product bonus, or

many more. It is the most interesting power to attract people‟s willingness to buy

the product. However, Magnum advertisements did not use this power because the

company did not offer any kind of reward for the consumers.

c. Referent Power

Presenting famous people in the advertisement is a great idea to market a

product. Popular people can influence their fans to follow their life style, such as

the product they use or consume. The referent power develops admiration and a

desire to be like certain popular people in advertisements. There were 20% of


54

Magnum advertisements which had this kind of power relation. Magnum Mini

advertisement presented Eva Longoria as the actress who was enjoying Magnum

Mini. She was a beautiful actress who often appeared in some other Magnum

advertisements. Magnum Temptation advertisement is stared Caroline Correan

and Benicio Del Toro. Those two advertisements were very attractive because the

actresses and the actor could attract the audience. The referent power does not

have certain language characteristics through advertisements because the main

point of this power is the actor or the actress who are already well-known among

the audience of Magnum advertisements.

d. Expert Power

An assumption of knowing everything about a product is a basic part of

building the expert power. Companies place themselves as the one who

understands that the advertised product is highly recommended to use. Therefore,

they suggest the audience to use it. In Magnum advertisements, the expert power

appeared in more than a half of the advertisements. There were 60% of Magnum

advertisements which built that power by telling the audience about the specialty

of Magnum. The speakers described the quality of Magnum and the satisfaction

which they had after they consumed Magnum.

The narrators‟ description about Magnum in Magnum Ecuador

advertisement, Magnum Infinity advertisement, and Selecta Magnum

advertisement indicated the expert power because the narrators exactly knew the

main ingredients of Magnum. In Selecta Magnum advertisement, the narrator

described Magnum as an international ice cream sensation with thick rich


55

Belgium chocolate, coated by classic, almond, or in double chocolate. From the

description, the audience could know the quality of Magnum which was

mentioned by the narrators.

Attaching some opinion of Magnum consumers was also a way of

describing Magnum and its satisfaction. It appeared in Magnum advertisement in

1994, Magnum advertisement in 1993, and Magnum advertisement in 1992.

Those three advertisements showed how the consumers like Magnum. They

shared what they tasted and what they felt when they were having Magnum. A

woman in Magnum advertisement in 1993 said, “When I’ve got a Magnum, I

suddenly get very possessive. I came over my own and nothing can come to

distract me. The piece I like best is one that chocolate cracks for the first time.”

Those sentences made the audience imagine how that woman was satisfied when

she was eating Magnum.

e. Coercive Power

The coercive power is rarely used because that power relation is built by

threatening the audience. If the audience as the message receiver does not do what

is ordered by the message senders, the companies as the message senders can

delete the promised reward or do something which is not good for the audience.

This power relation is not so pleasant that many advertisers do not use it in

advertisements. Magnum advertisement was one of advertisements which did not

use coercive power to build the power relation between the company and the

consumers.


56

CHAPTER V

CONCLUSIONS, IMPLICATIONS, 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

The advertising language has its own uniqueness to be analyzed, especially

the linguistic features which appear along advertisements. The other two elements

of advertisement which are also interesting are the persuasion techniques and the

power relation used in advertisements. The subjects of this research are 10

Magnum advertisements which were chosen from the year 1992 version to year

2013 version. The researcher used document analysis to analyze the transcript of

those advertisements. This research only dealt with the utterances of the speakers

in Magnum advertisements.

The linguistic features of Magnum advertisements were analyzed based on

Grey‟s theory (2008). Magnum advertisements only had 36% of the whole lexical

features and 39% of the whole syntactic features. The speakers presented simple

language of advertising to advertise Magnum. Therefore, the researcher only

found a few features which appeared in Magnum advertisements. Based on the

lexical features of advertisements proposed by Grey (2008), Magnum


57

advertisements did not have neologism, repetition, and humor features. They had

weasel words, familiar language, euphemisms, glamorization, and potency

features although they are only 50% or less. All of Magnum advertisements used

simple vocabulary and most of them used hyperbole to exaggerate Magnum ice

cream. According to Grey‟s theory (2008) about the syntactic features of

advertisements, Magnum advertisements lacked ambiguity, simple and colloquial

language, and syntactic parallelism features. The majority of Magnum

advertisements used short sentences, long noun phrases, present tense, and

incomplete sentences features. The other features which they had in the minority

were the use of imperatives, association, and ellipsis features.

Kleppner‟s theory (1986) of the kinds of persuasion technique was used to

analyze Magnum advertisements‟ persuasion techniques. There were six Magnum

advertisements which used retentive stage of persuasion technique to keep

people‟s attention towards the existent products. The others advertisements used

pioneering stage because the purpose of the advertisements was to introduce the

new product of Magnum to the consumers.

The theory of power relation proposed by French and Raven (1959)

showed how the power between companies and consumers could be categorized

into some kinds of power relation. Most of magnum advertisements had the expert

power because the advertisers emphasized the product description and assume that

they were the only one who knew about the product. The referent power appeared

in the two Magnum advertisements. They presented famous public figures to

influence people to consume Magnum as what those people did. The two other


58

Magnum advertisements built the legitimate power upon the advertisements to

suggest people to do something related to the products.

In brief, Magnum advertisements‟ simplicity affected the use of linguistic

features in their utterances. That simplicity did not require many linguistic

features of linguistic. Therefore, Magnum advertisements only had a few

linguistic features. The purpose of Magnum advertisements also influenced the

use of persuasion techniques. There were only two purposes of those

advertisements. They were to introduce the new product of Magnum, which used

the pioneering stage and to keep the consumers‟ attention upon the existing

product of Magnum, which used the retentive stage. The power relation which

was built between the companies and the consumers of Magnum advertisements

consisted of three kinds of power relation, namely the legitimate power, the

referent power, and the expert power. It dealt with how the advertisers presented

the product through the advertisements.

B. Implications

In Indonesia, there seems only a few English linguistics course books

which supply what the learners need in learning English. Therefore, they choose

some linguistics course books which are published by foreign publishing

companies. Those books often use the examples of certain linguistic features

which are not familiar to Indonesia learners. These research findings are expected

to be an example of analyzing the advertisements‟ language style, especially the

linguistic features of advertisements which are more familiar for learners. For


59

example, a teacher who wants to teach Syntax can use an example from a well-

known advertisement by explaining some syntactic features of advertisements. As

the result, learners will not only learn about Syntax, but also about the

advertisement as the additional knowledge. Hopefully, it will ease English

learners to understand English linguistics as well as English teachers who help

their learners by giving the example found around them.

English learners can use these research findings to deepen their knowledge

about some linguistic features, especially in advertisements. They can broaden

their understanding of English advertisements. Someday, when they are interested

in working as the advertisers, they know what words they should use to deliver

the message of the companies to the consumers in the right way based on the

purpose of advertising. Moreover, they can learn the persuasion techniques and

the power relation which are suitable for their advertisements to avoid

misunderstanding of the content of advertisements.

C. Recommendations

There are some suggestions which are addressed to English teachers,

English learners, advertisers, and future researchers to improve their capability of

using English. It may contribute to the improvement of the success in English

teaching - learning activities and the application of English.

1. For English Teachers

English teachers have the duty to help their learners to understand the

course materials. Through giving examples, teachers can explain some theories


60

clearly. Teachers should find the examples which are closely related to the

learners‟ daily lives in order to help learners have a pictorial in their minds.

Therefore, English teachers need the authentic materials, such as advertisements

which are broadcasted in the national television channels, to ease learners in

understanding the materials. Besides, teachers should pay attention to learners‟

interest and curiosity to increase their wants to learn English.

2. For English Learners

Learning linguistic features is sometimes boring for most of learners, but it

can improve learners‟ speaking skill and writing skill because they can enrich

their vocabulary and how to use it correctly. English learners need to learn more

about many kinds of linguistic feature to avoid misusing them in their writing and

utterances. They should be aware of choosing diction to suit readers or listeners.

Nowadays, learners have to be proactive to overcome their curiosity and

broaden their knowledge. Learners should find additional materials by themselves

to meet their needs of learning English. In fact, the details of advertisement are

never discussed deeply although there are many interesting elements which can be

learnt. Therefore, learners should have willingness to learn by themselves

although they are not asked to learn that.

3. For Advertisers

The creativity of the advertisers is important in presenting attractive

advertisements. Advertisers should be able to vary the diction to attract the

audience‟s attention when they see advertisements, both the written and spoken

advertisements. Advertisers have to understand the language style of


61

advertisements to help them vary the diction without omitting special

characteristics of certain product advertisements. Besides, they can use various

diction in advertisements based on the goals of advertising, power relation which

is wanted to be built, and many more.

4. For Future Researchers

There are many experts who propose the theories of advertisement‟s

language style which can be used to examine any kinds of advertisement. The

researcher encourages future researchers to conduct research on the language style

of other advertisements. They may use the same theories, which are used by the

previous research, but they choose different advertisements as the research

subject. However, it will be better if they use different theories from other experts

to analyze different advertisements.

Future researchers who have eagerness to conduct a deeper study about the

advertisement language style are suggested to dig deeper into other aspects of

advertisements language style, such as propaganda techniques, slogans, and

elements of advertisements. They may freely choose the types of advertisements

whether they will analyze spoken advertisements or written advertisements.


62

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Taylor, A. (1986). Communicating. Upper Saddle River, NJ: Prentice Hall.

Triandjono, I. (2008). Semiotika iklan mobil di media cetak Indonesia.

(Unpublished master‟s thesis). Semarang: Universitas Diponegoro.

Trimmer, J. F. & Nancy, I. S. (1984). Writing with a purpose. Boston, MA:

Houghton Mifflin Company.

Verdonk, P. (2002). Stylistics. Oxford: Oxford University Press.

Weilbacher, W. M. (1984). Advertising. London: Macmillan Publishing

Company.


http://magnumicecream.com/about_us

APPENDICES


64

Appendix A

THE TRANSCRIPT OF MAGNUM ADVERTISEMENTS

A. Magnum Mini Version

(music)

Man : Eva, I‟m so sorry. Come on. I must admit I was wrong. You‟re so

right.

(sofa sound)

Man : Eva, I‟m so sorry. Come on. I must admit I was wrong. You‟re so

right.

Narrator : Magnum Mini, another little indulgence you can enjoy again and

again.

(cracked Magnum sound)

B. Magnum Ecuador Version

(chirping birds and other animals sound)

Man : We are in the lost in the access, look out of the Ecuadorian rainforest.

No man has…

Woman : Sorry, guys. Sorry. Hi.

Do you know where could I find more cocoa beans?


Thank you. (whispering)

(music)


Narrator : With the specially selected cocoa from Ecuador, as swollen chocolate

sauce and so given in the ice cream.


New Magnum Ecuador for pleasure seekers.


65

C. Magnum Infinity Version

(running footsteps sound)

(music)


Lady : Hah! The cruel is back. You gotta see this.

(music)

(running footsteps sound)

(water sound)


Narrator : A longer lasting pleasure, new Magnum infinity. Make a special choco

and coconuts. And intense choco pleasure that stays with you longer.

Lady : Watch this.


Oh…

Narrator : Could talk forever.

Lady : Hmm…

Narrator : New Magnum Infinity for pleasure seekers.

D. Magnum Classic Version

(music)


(music)

Song : Things I want to say

I just want to break only see you

I don‟t wanna wait

Just ask from that half of taste, oh so fearless

I found a place

I found the way to keep dreaming


(music)


66

Narrator : When you are having a magnum with thick cracking chocolate,

nothing else matters.

E. Magnum Temptation Version

(music)

Caroline : Ok. I got you.

Benicio : Cut the alarm.

(alarm sound)

Hey!

Narrator : Magnum presents for the first time.

The new Magnum temptation with chocolate sauce when chocolate

delicious browny pieces covered by Belgium chocolate.

New Magnum temptation seeks your ultimate pleasure.

F. Magnum Temptation Hazelnut Version

(music)

Song : Get a look into your eyes.

You feel me, I‟m credit star.

I wanna get you see your eyes so fine.

I gotta get to you, I‟m credit star.

You are what you get. (Feel it right now)

Gonna get you right now. (Feel it now. Get you right on time)

You are what you got. (I feel it right now)

Narrator : New Magnum temptation.

(music)

Song : Haa… Ooo…


Narrator : Feel the chocolates hazelnut basis of banana ice cream in covered in

shacked cracking chocolate.

For pleasure seekers.


67

G. Selecta Magnum Version

(music)

Narrator : A taste as you have in Magnum.

International ice cream sensation with thick rich Belgium chocolate,

coated by…

Classic…

Almond…

In double chocolate…

(music)

Magnum

H. Magnum Advertisement in 1994

Woman 1 : Magnum is bliss.

Woman 2 : You‟re luxury.

Woman 3 : My special moment.

Woman 4 : I would‟ve been my own.

Woman 1 : That first bite…

Man 1 : I have to have one now.

Woman 2 : Oh, the chocolate cracks.

Woman 3 : My heart is now nothing. Nothing compares to Magnum.

Woman 4 : Perfection

Man 2 : Ecstasy.

Woman 2 : Passionate.

Woman 3 : Yeah… I hope.

Woman 4 : It‟s all mine

I. Magnum Advertisement in 1993

Woman 1 : When I‟ve got a Magnum, I suddenly get very possessive. I get over

my own and nothing can come to distract me. The piece I like best is

one that chocolate cracks for the first time.

Man : I just want to make it lose so I skip very slowly.


68

Woman 2 : I tell myself „come on, it is reunion ice cream‟. But it is really… I

couldn‟t share it.

J. Magnum Advertisement in 1992

Woman 1 : It‟s ice cream that is grown up.

Woman 2 : Magnum‟s so different

Man : The chocolate is crust but then the ice cream.

Woman 3 : I felt like under confession afterward.

Woman 2 : Haha…

The taste you will taste and then crack.

Woman 3 : And so creamy underneath.

Woman 1 : It‟s like slide between so shades.

Woman 2 : You can bite a bit off in use like spoon.

Man : Share it.

Woman 1 : Near off

Woman 3 : I told reckless, really reckless.

Woman 1 : Passionate.

Woman 3 : Bear it.

Man : Weak it.

Woman 3 : Streaky.

Woman 1 : Guilty.

Woman 2 : I think I‟ll always remember my first Magnum.


69

Appendix B

THE DATA ANALYSIS OF MAGNUM ADVERTISEMENTS

A. Linguistic Features

1. Lexical Features

a. Hyperbole

Video Hyperbole

M. Mini -

M. Ecuador New Magnum Ecuador

M. Infinity Special choco and coconuts

Intense choco pleasure

Could talk forever

New Magnum Infinity

Longer lasting pleasure

Stays with you longer

M. Classic -

M. Temptation For the first time

New Magnum Temptation

New Magnum Temptation

M. T. Hazelnut New Magnum Temptation

Selecta M. -

M. in 1994 Perfection

M. in 1993 Very possessive

I like best

The first time

Very slowly

M. in 1992 My first Magnum

b. Neologism

(None)


70

c. Weasel Word

Video Weasel Word

M. Mini Another little indulgence

M. Ecuador -

M. Infinity The cruel is back

M. Classic -

M. Temptation -

M. T. Hazelnut -

Selecta M. -

M. in 1994 -

M. in 1993 -

M. in 1992 Magnum‟s so different

d. Familiar Language

Video Familiar Language

M. Mini Magnum Mini, another little indulgence you can enjoy again

and again.

M. Ecuador -

M. Infinity And intense choco pleasure that stays with you longer.

M. Classic When you are having a Magnum with thick cracking chocolate,


M. Temptation New Magnum Temptation seeks your ultimate pleasure.

M. T. Hazelnut -

Selecta M. A taste as you have in Magnum.

M. in 1994 -

M. in 1993 -

M. in 1992 The taste you will taste and then crack.

You can bite a bit off in use like spoon.

e. Simple Vocabulary

(All)

f. Repetition

(None)


71

g. Euphemism

Video Euphemism

M. Mini Indulgence

M. Ecuador -

M. Infinity The cruel

Talk forever

M. Classic -

M. Temptation -

M. T. Hazelnut -

Selecta M. -

M. in 1994 Ecstasy

M. in 1993 -

M. in 1992 It‟s like slide between so shades

h. Humor

(None)

i. Glamorization

Video Glamorization

M. Mini -

M. Ecuador -

M. Infinity -

M. Classic Cracking chocolate

M. Temptation Chocolate delicious browny pieces

M. T. Hazelnut Shacked cracking chocolate

Selecta M. -

M. in 1994 -

M. in 1993 Reunion ice cream

M. in 1992 -

j. Potency

Video Potency

M. Mini Again and again

M. Ecuador -

M. Infinity -

M. Classic -


72

Video Potency

M. Temptation Magnum presents for the first time

M. T. Hazelnut -

Selecta M. -

M. in 1994 -

M. in 1993 -

M. in 1992 -

2. Syntactic Features

a. Short Sentence

Video Short Sentence

M. Mini Eva, I‟m so sorry.

Come on.

I must admit I was wrong.

You‟re so right.

M. Ecuador No man has…


M. Infinity The cruel is back.

You gotta see this.

Watch this.

M. Classic -

M. Temptation Ok. I got you.

Cut the alarm.

Magnum presents for the first time.


M. T. Hazelnut Feel the chocolates hazelnut basis of banana ice cream in

covered in shacked cracking chocolate.

Selecta M. -

M. in 1994 Magnum is bliss.

You‟re luxury.

I would‟ve been my own.

I have to have one now.

Oh, the chocolate cracks.

My heart is now nothing.

Nothing compares to Magnum.

I hope.

It‟s all mine

M. in 1993 I tell myself „come on, it is reunion ice cream‟.

I couldn‟t share it.

M. in 1992 It‟s ice cream that is grown up.


73

Video Short Sentence

Magnum‟s so different

The chocolate is crust but then the ice cream.

I felt like under confession afterward.

It‟s like slide between so shades.


Share it.

Near off.

I told reckless, really reckless.

Bear it.

b. Long Noun Phrase

Video Long Noun Phrase


M. Ecuador Specially selected cocoa from Ecuador

Swolen chocolate sauce

M. Infinity Longer lasting pleasure

Intense choco pleasure

M. Classic Thick cracking pleasure

M. Temptation Chocolate delicious browny pieces

M. T. Hazelnut Chocolate hazelnut basis

Banana ice cream

Shacked cracking chocolate

Selecta M. International ice cream sensation

Thick rich Belgium chocolate

M. in 1994 -

M. in 1993 -

M. in 1992 -

c. Ambiguity

(None)

d. Use of Imperative

Video Use of Imperative

M. Mini Come on.

M. Ecuador -

M. Infinity Watch this.


74

Video Use of Imperative

M. Classic -

M. Temptation Cut the alarm.



Selecta M. -

M. in 1994 -

M. in 1993 -

M. in 1992 -

e. Simple and Colloquial Language

(None)

f. Present Tense

Video Present Tense

M. Mini Eva, I‟m so sorry.

Come on.

I must admit I was wrong.

You‟re so right.

Magnum Mini, another little indulgence you can enjoy again

and again.

M. Ecuador We are in the lost in the access, look out of the Ecuadorian

rainforest.

No man has…


M. Infinity The cruel is back.

You gotta see this.

And intense choco pleasure that stays with you longer.

Watch this.

M. Classic When you are having a magnum with thick cracking chocolate,


M. Temptation Cut the alarm.

Magnum presents for the first time.





M. in 1994 Magnum is bliss.

You‟re luxury.


75

Video Present Tense

I have to have one now.

Oh, the chocolate cracks.

My heart is now nothing.

Nothing compares to Magnum.

I hope.

It‟s all mine

M. in 1993 I get over my own and nothing can come to distract me.

The piece I like best is one that chocolate cracks for the first

time.

I just want to make it lose so I skip very slowly.

I tell myself „come on, it is reunion ice cream‟.

M. in 1992 It‟s ice cream that is grown up.

Magnum‟s so different.

The chocolate is crust but then the ice cream.

The taste you will taste and then crack.

It‟s like slide between so shades.


Share it.

Near off

Bear it.

I think I‟ll always remember my first Magnum.

g. Syntactic Parallelism

(None)

h. Association

Video Association


M. Ecuador -

M. Infinity The cruel is back

M. Classic -

M. Temptation -

M. T. Hazelnut -

Selecta M. -

M. in 1994 -

M. in 1993 -

M. in 1992 Like slide between so shades

I felt like under confession afterwards


76

i. Ellipsis

Video Ellipsis

M. Mini -

M. Ecuador Sorry, guys. Sorry.

M. Infinity -

M. Classic -

M. Temptation -

M. T. Hazelnut -

Selecta M. -

M. in 1994 -

M. in 1993 -

M. in 1992 -

j. Incomplete Sentence

Video Incomplete Sentence

M. Mini Magnum Mini, another little indulgence you can enjoy again

and again.

M. Ecuador With the specially selected cocoa from Ecuador, as swollen

chocolate sauce and so given in the ice cream.

New Magnum Ecuador for pleasure seekers.

M. Infinity A longer lasting pleasure, new Magnum infinity. Make a

special choco and coconuts. And intense choco pleasure that

stays with you longer.

Could talk forever.

New Magnum Infinity for pleasure seekers.

M. Classic -

M. Temptation Magnum presents for the first time.

The new Magnum temptation with chocolate sauce when

chocolate delicious browny pieces covered by Belgium

chocolate.


M. T. Hazelnut New Magnum temptation.

Feel the chocolates hazelnut basis of banana ice cream in


For pleasure seekers.


International ice cream sensation with thick rich Belgium

chocolate, coated by classic, almond, in double chocolate.

Magnum

M. in 1994 -


77

Video Incomplete Sentence

M. in 1993 -

M. in 1992 -

B. Persuasion Techniques

Video Persuasion Techniques

Pioneering Stage Competitive Stage Retentive Stage

M. Mini

M. Ecuador

M. Infinity

M. Classic

M. Temptation

M. T. Hazelnut

Selecta M.

M. in 1994

M. in 1993

M. in 1992

C. Power Relation

Video

Power Relation

Legitimate

Power

Reward

Power

Referent

Power

Expert

Power

Coercive

Power

M. Mini

M. Ecuador

M. Infinity

M. Classic

M. Temptation

M. T. Hazelnut

Selecta M.

M. in 1994

M. in 1993

M. in 1992


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