PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti...

82
PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN YOU C 1000 ADVERTISEMENTS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Yosua Adi Wicaksana Student Number: 111214176 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2016 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Transcript of PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti...

Page 1: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

PERSUASIVE DISCOURSE IN LANGUAGE STYLE

IN YOU C 1000 ADVERTISEMENTS

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the Sarjana Pendidikan Degree

in English Language Education

By

Yosua Adi Wicaksana

Student Number: 111214176

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2016

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 2: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

i

PERSUASIVE DISCOURSE IN LANGUAGE STYLE

IN YOU C 1000 ADVERTISEMENTS

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the Sarjana Pendidikan Degree

in English Language Education

By

Yosua Adi Wicaksana

Student Number: 111214176

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2016

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 3: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 4: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 5: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

iv

When the obstacles come, don’t forget to smile!

Keep on Fighting!!

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 6: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 7: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 8: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

vii

ABSTRACT

Wicaksana, Yosua Adi (2016). Persuasive Discourse in Language Style in You C

1000 Advertisements. Yogyakarta: Sanata Dharma University

Advertisements are one of persuasive discourses that are extensively used

in our daily lives. Those are found in magazines, newspapers, leaflets, billboards,

televisions, and radios, offering various products, services, or ideas. As a branch

of stylistics, advertisements have two characteristics which differentiate them

from other discourses, such as the typical linguistic features and the persuasion

techniques.

This research studied two research problems. The first was to classify and

analyze the linguistic features which were used in advertisements. The second one

was to identify the persuasion techniques used by the copywriter to advertise the

products in advertisements.

This research used content analysis and was categorized as a qualitative

research. To answer the first research problem, the researcher used theory which

was proposed by Grey (2008) to categorize the words or the sentences into some

linguistic features of advertising language. The second research problem was

answered by classifying the persuasion techniques proposed by Kleppner (1986).

Based on the data, the researcher found that the copywriter did not use all

of the linguistic features to advertise the You C 1000 product. The simplicity

which was made in those advertisements was clearly understood based on the

persuasion techniques which were used. Furthermore, this research could be used

as an authentic example of teaching and learning English advertisement and gave

more information about the use of linguistic features and persuasion techniques in

advertisements.

Keywords: advertisements, You C 1000, linguistic features, persuasion techniques

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 9: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

viii

ABSTRAK

Wicaksana, Yosua Adi (2016). Persuasive Discourse in Language Style in You C

1000 Advertisements. Yogyakarta: Universitas Sanata Dharma

Iklan merupakan salah satu dari wacana persuasi yang digunakan secara

luas di dalam kehidupan sehari-hari. Iklan banyak ditemukan dalam majalah,

koran, leaflet, papan iklan, televisi, bahkan radio, serta menawarkan bermacam-

macam produk, jasa, atau ide. Sebagai salah satu dari variasi bahasa, iklan

mempunyai dua ciri yang membedakannya dari wacana lain, yaitu tipe aspek

linguistik dan teknik persuasi.

Penelitian ini mempelajari tentang dua permasalahan penelitian. Yang

pertama adalah untuk mengklasifikasikan dan menganalisa aspek-aspek linguistik

yang digunakan dalam iklan. Yang kedua adalah untuk mengidentifikasi teknik-

teknik persuasi yang digunakan oleh penulis naskah iklan untuk mengiklankan

produk –produk iklan.

Penelitian ini menggunakan analisis isi dan termasuk dalam kategori

penelitian kualitatif. Untuk menjawab permasalahan yang pertama, peneliti

menggunakan teori yang diusung oleh Grey (2008) untuk mengategorikan kata-

kata atau kalimat-kalimat ke dalam aspek linguistik bahasa iklan. Permasalahan

yang kedua dijawab dengan mengklasifikasikan teknik persuasi yang diusung oleh

Kleppner (1986).

Berdasar pada data yang didapat, peneliti menemukan bahwa penulis

naskah iklan tidak menggunakan semua aspek linguistik untuk mengiklankan

produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas

berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian ini dapat

digunakan sebagai bukti nyata dari kegiatan belajar mengajar tentang materi-

materi bahasa iklan, dan memberi informasi tentang penggunaan aspek linguistik

dan teknik persuasi pada iklan.

Kata kunci: advertisements, You C 1000, linguistic features, persuasion

techniques

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 10: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

ix

ACKNOWLEDGEMENTS

It has been a long-winded journey I went through to finish my thesis.

Fortunately, there were many people who walked beside me to strengthen and

encourage me in facing every single obstacle during the process of finishing this

thesis as one of the steps I had to take. I would like to sincerely express my

gratitude to those kind-hearted people.

First of all, I thank the Almighty Jesus Christ for His never ending

blessing to me so finally I can reach the edge of my years in the ELESP of Sanata

Dharma University by finishing this thesis. I would have never done it vigorously

without His grace.

Profound appreciation is addressed to my thesis advisor, F.X. Ouda Teda

Ena, S.Pd., M.Pd., Ed.D., for being very patient in guiding me. I thank him for

spending his valuable time to critically read my writing and to give comments to

improve my thesis.

Besides my advisor, I would like to thank Miss Yuseva Ariyani

Iswandari, S.Pd., M.Ed., my academic advisor, who has always supported and

motivated me with her teasing.

My sincere gratitude also goes to all ELESP batch 2011 mates, especially

Cabbage Hair Crew, Opek, Kimcil, Gembel, Gege, Hanung, Alex, Yoga,

Malik, and Eka for having the same struggle, sharing with each other, and for

our dynamic togetherness.

Special thanks go to my family. Words cannot express how grateful I am

for my father, Bartholomeus Budi Windarto and my mother, Purwati Rahayu

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 11: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

x

Vinsensia for all of the sacrifices that they have made on my behalf. I thank my

elder sister and her husband Mbak Tia and Mas Fanny, my younger sister, Teti,

my grandmother, Emak, and also my special girlfriend, Ega. Their prayers for me

were what sustained me thus far.

Finally, I give indebtedness to everyone I could not mention here for their

support, prayers, and help throughout the entire process. Nothing can express my

gratitude. God counts them among His belongings.

Yosua Adi Wicaksana

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 12: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

xi

TABLE OF CONTENTS

Page

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

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

MOTIVATIONAL PAGE…..…………………………………………………..iv

STATEMENT OF WORK’S ORIGINALITY ................................................... v

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI . .......................... vi

ABSTRACT ......................................................................................................... vii

ABSTRAK ............................................................................................................ viii

ACKNOWLEDGEMENTS ................................................................................. ix

TABLE OF CONTENTS ..................................................................................... xi

LIST OF TABLES ............................................................................................. xiii

LIST OF FIGURES ........................................................................................... xiv

LIST OF APPENDICES .................................................................................... xv

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

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

B. Research Problems ....................................................................................... 4

C. Problem Limitation ....................................................................................... 4

D. Research Objectives ..................................................................................... 5

E. Research Benefits ......................................................................................... 5

F. Definition of Terms ...................................................................................... 6

CHAPTER II REVIEW OF RELATED LITERATURE ................................. 8

A. Theoretical Description ................................................................................ 8

B. Theoretical Frameworks ............................................................................. 20

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 13: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

xii

CHAPTER III RESEARCH METHODOLOGY ............................................ 23

A. Research Methods....................................................................................... 23

B. Research Setting ......................................................................................... 24

C. Research Subjects ....................................................................................... 25

D. Research Instrument and Data Gathering Technique ................................. 25

E. Data Analysis Technique ............................................................................ 26

F. Research Procedures ................................................................................... 28

CHAPTER IV RESEARCH FINDINGS AND DISCUSSION ....................... 30

A. The Linguistic Features of You C 1000 Advertisements ............................ 30

1. The Lexical Features of You C 1000 Advertisements ............................ 30

2. The Syntactic Features of You C 1000 Advertisements ......................... 36

B. The Persuasion Technique of You C 1000 Advertisements ....................... 41

CHAPTER V CONCLUSIONS AND RECOMMENDATIONS ................... 45

A. Conclusions ................................................................................................ 45

B. Recommendations ...................................................................................... 47

REFERENCES .................................................................................................... 49

APPENDICES ..................................................................................................... 52

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 14: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

xiii

LIST OF TABLES

Page

Table 3.1 The Hyperbole of Miss Universe‟s Version of

You C 1000 Advertisements ………………………………...…… 27

Table 3.2 The Checklist of Persuasion Techniques in

Miss Universe‟s Version of You C 1000 Advertisements .……… 28

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 15: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

xiv

LIST OF FIGURES

Page

Figure 4.1.1 The Lexical Features of You C 1000 Advertisements………. 31

Figure 4.1.2 The Syntactic Features of You C 1000 Advertisements…….. 37

Figure 4.2 The Persuasion Techniques of You C 1000 Advertisements… 41

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 16: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

xv

LIST OF APPENDICES

Page

Appendix A. The Transcript of Miss Universe‟s Version of

You C 1000 Advertisements ……........................................... 53

Appendix B. The Data Analysis of Miss Universe‟s Version of

You C 1000 Advertisements ………………….…..………... 56

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 17: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

xvi

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 18: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

1

CHAPTER I

INTRODUCTION

In this chapter, the researcher discusses the background of the research.

Background of the research contains the reason why the researcher chose this

topic and a brief introduction of theories of advertisement language. The next

parts of this chapter are the research problems in which the questions are

formulated, the problem limitation which limits the scope of this research, the

research objectives which contain expected outcomes from this research, the

research benefits which identify the contribution from this research, and the

definition of terms which contains useful terms used in this research. Each of

them will be described and presented in this chapter.

A. Research Background

As social being, people cannot live without others. People live in

togetherness for fulfilling each other. Therefore, people need a language as a tool

and medium of communication to interact with others. The role of language has

become very important in the world. Through language, people are able to express

their feelings. By using language, people deliver their feelings whether they feel

good or bad, other people are be able to catch the messages from the senders. As

what Whardaugh (1997, p. 7) says that language allows people to say things to

each other and express their communicative needs. The needs appear in many

terms, including social, education, politics, entertainments, and advertisements.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 19: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

2

However, people can be rude and mad because of the misinterpretation and

misunderstanding on what the other people actually say. In this case, people must

have a deeper knowledge about language and its function.

Nowadays, mass media hold an important role to meet companies‟

needs. Every company needs media to introduce their products to the consumers.

Mass media can be in the form of pamphlets, brochures, advertisements, and

many more. How companies present their products through mass media is

considered as an important thing. It is because the consumers often judge certain

products from what they understand by seeing the mass media first before using

the products. Kertajaya (1997) also adds that consumers are basically familiar

with the brand instead of the product itself. Consumers will comment

spontaneously on the advertised products of companies whether the products are

good or not. Mostly, consumers give some judgments based on what other people

say without trying to use the products first. Automatically, the consumers‟

judgments can affect the image of the companies themselves.

One of the mass media which becomes most well-known is

advertisement. Many companies use advertisements for particular aims. As what

Taylor, Anita, Rosegrant, Meyer, & Samples (1990) say that the functions of

advertisements are to create consumers‟ awareness and product differentiation, to

create consumers‟ good will, to reinforce existing behavior, and to make sales. To

achieve their profits, many companies use broadcast advertisements because

people are already familiar with many kinds of advertisements in television,

internet, and radio.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 20: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

3

Since Keegan (2003) mentions that advertisement is defined as any

sponsored paid communication placed in mass medium vehicle (p. 153), there are

many kinds of advertisements which are made in creative forms. For example,

there are advertisements of cosmetics, cigarettes, food, and many more. It is

assumed that language plays its role as the predominant means of communication

in advertisements.

Based on the aim of advertisement to persuade people to buy the

product, an advertisement must imply persuasive power. According to Grey

(2008), advertisers often use some linguistic features, such as hyperbole,

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

sentence, long noun phrase, use of imperative, and ambiguity to convey the

persuasive message of advertisement. Besides, advertisers also need to use some

strategies in order to steal the audiences‟ attention as the consumers‟ target. The

use of certain strategies in making advertisements can influence consumers‟ point

of view on the product itself. Choosing the right persuasion techniques is a must

for the advertisers if they want the audiences buy the advertised products. Not

only for the advertisers, but this knowledge is also important for the audiences to

know the language used and the techniques of persuasion in order to choose the

better one to consume. It is why the researcher is interested in choosing this topic

because the researcher observed the use of language in advertisement of a product

can affect the consumers‟ perception to buy the product. This research focuses on

the linguistic features and the persuasion techniques which are used in vitamin

drink advertisements.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 21: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

4

B. Research Problems

The researcher has formulated two problems for this research. The

problems of this research are formulated as follows:

1. What are the linguistic features of Miss Universe‟s version of You C

1000 advertisements?

2. What kinds of persuasion techniques were used by the Miss Universe‟s

version of You C 1000 advertisements?

C. Problem Limitation

The limitation of this research is to discover the answers to the two

research problems. This research mainly discusses and analyzes the characteristics

of advertisement language such as the linguistic features and the persuasion

techniques which are used. The researcher analyzes the linguistic features based

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

features of vitamin drink advertisements are specified into two parts; those are the

lexical features and syntactic features. Then, to discuss about persuasion

technique types, the researcher uses Kleppner‟s theory (1986). The analysis is

directed towards the English utterances or spoken words in vitamin drink

advertisement namely You C 1000. This brand is chosen because You C 1000 is

one of local vitamin drink products which are able to compete in global market.

Since the speaker is also important for the advertisement, You C 1000 is the first

vitamin drink which endorses Miss Universe as the icon of this product. Besides,

they are native speakers, the script of You C 1000 advertisements which were also

delivered in English. Furthermore, it is rarely found that the advertisements which

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 22: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

5

describe the whole information of their product using English. The advertisements

mostly use English only in their tag lines.

D. Research Objectives

Based on the research problems above, this research is expected to come

with two objectives. Those are stated as follows:

1. To classify and analyze the linguistic features of Miss Universe‟s

version of You C 1000 advertisements.

2. To identify the persuasion techniques used by the Miss Universe‟s

version of You C 1000 advertisements.

E. Research Benefits

Considering the problems and the objectives of this research, the

researcher expected that this research might be able to give some benefits to:

1. Readers

The readers have deeper knowledge about language features and the

techniques of persuasion in advertisements. It helps the readers to get the point of

the advertisers when the readers are watching even in hearing some

advertisements.

2. Students of English Department

This research is useful for the study of English linguistics or literature.

The ELESP students are expected to understand the features of language and the

persuasion techniques in advertisements. This research may appear as an idea to

study stylistics using advertisements or to give the students some references to

study the language deeper.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 23: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

6

3. The English lectures, teachers, and educators

The results of this research are expected to be a contribution or

additional data for teaching linguistics or other related subjects. Particularly, it is

hoped to be an outline to teach the language elements of functional texts,

especially advertisements. It can be a learning medium to give a good example of

alternative interesting learning, because learning is not only from books.

4. Other or future researchers

The researcher hopes that the results of this research can give sufficient

information for future linguistic researchers who want to conduct the same topic

about advertisements. This research is able to be an additional reference to

comprehend more about language styles, features and the techniques of

persuasion which are used in advertisements.

F. Definition of Terms

To avoid misinterpretation and to have better understanding of this

research, some terms will be defined. In this part, the researcher also provides the

explanation of special terms used. The following definitions aim to help the

readers to comprehend the contents of this research:

1. Persuasive Discourse

Persuasion is defined as human communication designed to influence

others by modifying their beliefs, values, or attitudes (Simons, 1976: 21). From

this definition it is noticed that there are three crucial points. First, persuasion is

one of human communication forms in which there are exchanges of messages

between human beings; which involves acts, whether verbal or non-verbal,

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 24: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

7

spoken or written, explicit or implicit, face to face or via indirect media such as

televisions, magazines, newspapers, pamphlets, and the like. Second, it involves

attempted influence. From psychological point of view, to influence another

means to alter his or her behavior in preferred ways (Simons, 1976: 20). Third,

persuasion is aimed at modifying not only overt behavior in preferred ways, but

also beliefs, values, and/ or attitudes. Attitudes are judgments about how to act;

beliefs are judgments about what is true or probable; values are abstract

judgments about such matter as what is moral, important, beautiful, and the like.

From the explanations above, it can be concluded that persuasion means

a type of discourse that attempts to influence others by modifying their beliefs,

ideas, and attitudes. The examples of persuasive discourse are debates, political

campaigns, and advertisements.

2. Language Style

According to Verdonk (2002), style in language is a set of conscious or

unconscious choices of expression, inspired or induced by particular context. In

this research, language style is a general term which refers to the linguistic

features. Those linguistic features are lexical features and syntactic features, such

as hyperbole, weasel words, imperative, and long noun phrase.

3. Persuasion Technique

According to Ross (1994), persuasion is a process of skillfully and

ethnically using logical thoughts, effective appeals, credibility and ethnical proof

to influence and motivate others to responds as you wish them to (p. 68). Besides,

a persuasion technique is a strategy that is used to persuade people.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 25: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

8

CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter is to review some theories of terms related to the problem

and to formulate the theoretical framework. Therefore, this chapter is divided into

two subtopics namely theoretical description and theoretical framework.

Theoretical description is to describe the theoretical issues related to the problem

and theoretical framework is to explain the thread of the theories to formulate the

orientation of the research.

A. Theoretical Description

In this part, the theories which are used for analyzing this research will

be delivered. And the theories which are going to be used are sociolinguistics,

advertisement, language style of advertisement, and persuasion technique.

1. Sociolinguistics

According to Yule (2010, p. 254), sociolinguistics is a part of linguistic

study which focuses on language which is dealing with social and cultural

phenomenon in one society. It usually explores the field of language, society, and

things which are related to social sciences, especially psychology, anthropology,

and sociology. Trudgill (2000, p. 32) also adds that the study of sociolinguistics

is related to cultural phenomenon so that it can affect the way people speak or talk

since it is determined by the social context. The idea is strengthened by Holmes

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 26: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

9

(2013) which states that people who study linguistics will probably concern on

describing people‟s different ways of speaking in different social contexts. The

sociolinguists also try to investigate the use of language to convey messages.

As language functions to convey messages, there must be social

interactions between the members of community. Those social interactions can

indicate the relationship of the people who are involved. In other words, since

communication uses language as its main means, of course it will involve the

distinctive personality, attitudes, and beliefs, and emotions of the speakers in the

society. Therefore, there are two important objects to be identified in

sociolinguistics. Those are the use of language and the society that uses the

language. Since sociolinguistics contains two objects of study, this research

focuses on the language used in advertisement; the language used which is related

to the linguistic study and advertisement which is related to the social study.

2. Advertisement

This section provides theories related to advertisement, namely

definition of advertisement, types of advertisement, and the functions of

advertisement.

a. Definition of Advertisement

Wodak (2007) states that advertisement is referred to a form of discourse

in the sense that is influenced not only structure of language and the modality of

lifestyle, but also the content of routine daily acts of communicative exchanges.

People are familiar with advertisement as in newspapers, magazines, pamphlets,

and brochures. The advertisements which fill the pages of those media known by

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 27: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

10

printed advertisements. Besides, commercials interrupt television and radio

program constantly. As Beasley and Danesi (2002) pointed out those brand

names, logos, trademark, jingles, and slogans or taglines have become part of the

“mental encyclopedia” of virtually everyone who lives in modern society (p. 1). It

implies that the language of advertisement and people‟s lifestyle are related to

each other by of communication.

b. Types of Advertisement

Cook (2001) categorizes advertisements according to several criteria.

First, advertisement is categorized by its medium, for instance newspaper,

magazines, radio, television, and internet. Second, advertisement is categorized by

product or service, for instance luxuries versus household necessities, product

advertisements versus non-product advertisements. Third, it is categorized by

technique, for instance, the hard-sell advertisement that makes a direct appeal to

the prospective buyer and the soft-sell advertisement that works through

indirectness and implication. Fourth, advertisement is categorized by consumer

that is considered as the most important factor for an advertisement to succeed.

c. Functions of Advertisement

Taylor (1986) states there are some functions of advertisements. Those

functions are to create consumer awareness and product differentiation, to create

consumer good-will, to reinforce the existing behavior, and to make sales. An

advertisement, as a marketing tool, has the main role of persuading people to

encourage purchasing. Encouraging people to purchase goods and services is the

main role of advertising. Some industries rely on advertising more than others. A

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 28: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

11

cereal company, for instance must advertise more aggressively, due to the wide

array of competing products, than a power company that faces little competition.

Advertisers often influence members of society to purchase products based on

instilling a feeling of scarcity or lack. Rodgers (2012) adds that advertisement is a

brand building which means it creates and beliefs about brands in consumers‟

minds (p. 5).

3. Language Style of Advertisement

Stylistics is a branch of applied linguistics concerned with the study of

style in texts. According to Wales (2001), the goal of most stylistics is not simply

to describe the formal features of texts for their own sake, but in order to show

their functional significance for the interpretation of the text; or in order to relate

literary effects to linguistic „causes‟ where these are felt to be relevant. Moreover,

Simpson (2004) states that stylistics has two caveats. The first is that creativity

and innovation in language use should not be seen as the exclusively preserve of

literary writing. Many forms of discourse (advertising, journalism, popular music-

even casual conversation) often display a high degree of stylistic dexterity, such

that it would be wrong to view dexterity in language use as exclusively to

canonical literature. The second caveat is that the techniques of stylistic analysis

are as much about deriving insights about linguistic structure and function as they

are about understanding literary texts. Short (1995) also adds that the main aim of

stylistic analysis is to explicate how our understanding of a text is achieved, by

examining in detail the linguistic organization of the text and how a reader needs

to interact with that linguistic organization to make sense of it. Often, such a

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 29: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

12

detailed examination of a text reveals new aspects of interpretation or helps us to

see more clearly how a text achieves what it does.

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

advertisement deals with the stylistics, especially linguistic features. As written in

the book Language in Use, Grey (2008) differentiates the linguistic features of

advertisement language style into two parts. Those are lexical features and

syntactic features.

a. Lexical Features

Lexical features, especially the use of certain words, present

advertisements to be more unique. Lexical features make advertisers reconsider

the diction of advertisements to grab consumers‟ attention and willingness.

1) Hyperbole

Leech (1972) states that hyperbole is often concerned with personal

values and sentiments. It is used to vary the expression of personal feelings and

opinion. Frequently, hyperbole uses adjectives and adverbs. In general, people use

hyperbole to exaggerate something, especially in describing something in

exaggerating manner, for instance, the use of more, new, great, slim, real, fresh,

and improved in some advertisement slogans.

2) Neologism

Grey (2008) defines a neologism as a new word or an expression which

is created by joining two or more word parts together to create an entirely new

word. Neologism may also have novelty impact. For example, Volvocracy is a

neologism of people in the government who deal with democracy and drive

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 30: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

13

Volvos. The sother examples are Beanz Meanz Heinz, Cookability,

Schweppervescence, Tangoed, Wonderfuel.

3) Weasel Word

Weasel word is a modifier that practically negates the claim that follows.

According to Grey (2008), a weasel word suggests a meaning without actually

being specific. These are some words which are used as weasel words, such as

helps, like, up to, part of, virtually, enriched, worth, fresh, tested, traditional,

guaranteed, organic and scientific. For example, totally different makes the

consumers raise a question „different from what?‟ but there is no exact

explanation of that question.

4) Familiar Language

The pronoun you is often used in advertisements to show more friendly

attitudes toward consumers. Grey (2008) says that the use of that pronoun makes

the audience feel to be involved within the advertisement. For instances, the

slogan of Nissan, SHIFT_the way you move and Microsoft‟s slogan Your

potential. Our passion. show that the use of pronoun you, your, and our give

friendly attitude to the consumers.

5) Simple Vocabulary

Grey (2008) also states that the language of advertisements should

enable the audience to always remember the words. It can be said that

advertisement must be simple, brief, and clear. This simplicity has also to be

attractive to make the consumers can easily understand what the advertiser

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 31: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

14

means. The goal of the advertisement will be smoothly received when the

consumers understand what they are reading or hearing the slogan at once.

6) Repetition

According to Grey (2008) repetition is usually used to make the brand‟s

name or brand‟s slogan more interesting. Repetition also mostly appears in

written parts. There are three types of repetition. They are alliteration, rhyme, and

rhythm. Alliteration is the repetition in the initial consonant sound of a word to

produce rhythmical and musical effect. Rhyme is a pattern of identity of sound

between words extending from the end to the last fully accented vowel. Rhythm is

a regular pattern produced by varying the stressed and unstressed syllables of the

words.

7) Euphemism

Based on Grey‟s explanation (2008), euphemism is a type of figurative

language which carries connotative meaning. For example, to say that somebody

is a smelly person, people can use the euphemism body odor. The other example

is clean round the bend for a toilet cleaner. Body odor and clean round the bend

sound better because those can avoid saying an unpleasant word.

8) Humor

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

attract and to entertain the audience. Grey (2008) also states that humor can be

verbal or visual, but aims to show the product positively. Humor can gain

consumers‟ attention to the advertised product because most people love humor

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 32: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

15

instead of something serious. The product also becomes more interesting because

of the use of humor.

9) Glamorization

The words employed in advertisements are modified in such a way by

combining the words which are uncommonly used in daily speaking is one way to

give glamorization touch in advertisements. Grey (2008) gives an example of

glamorization, like old house becomes charming, characterful, olde worlde, or

unique. Like small house becomes compact, bijou, snug or manageable. The use

of those words will make the house become more interesting. It will be interesting

to say charming house instead of old house and compact house instead of small

house.

10) Potency

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

give new value, novelty or immediacy. Potential words are able to influence the

audience. Ogilvy as is quotes by Grey (2008) identifies the words free, now, how

to, suddenly, announcing, introducing, it’s here, just arrived, important

development, improvement, amazing, sensational, remarkable, revolutionary,

startling, miracle, magic, offer, quick, easy, wanted, challenge, compare, bargain,

hurry, and last chance as the potential words.

b. Syntactic Features

Syntactic features deal with the categories of words having the same

grammatical properties. Grey (2008) classifies syntactic features of advertisement

based on the emergence of similar grammatical structure in the form of phrase.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 33: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

16

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

features of advertisement.

1) Short Sentence

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

hear the utterances in advertisements. The impact is usually at beginning of text,

often using bold or large type for the headline, tagline, and slogan. The purpose of

this is to capture the audience‟s attention. For example, a tagline of insurance

company is Arrange your insurance with NFU. That tagline uses short sentence

but it has clear and complete information as the consumers want to know.

2) Long Noun Phrase

Grey (2008) says that a long noun phrase describes the advertised

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

the audience. Long noun phrases frequent use pre and post modifiers for

descriptions. It can make consumers feel that the advertised product has many

special qualities if it is compared to other similar types of product. For the

examples, the slogan of BMW “The ultimate driving machine” and Mercedes‟

slogan “Engineered like no other car in the world” indicate the use of long noun

phrase.

3) Ambiguity

There is a phrase or a sentence which has more than one cognitive

meaning. It is called an ambiguous phrase or sentence. Leech (1972) differentiates

between lexical ambiguity which consists of grammatical homonymy and

grammatical polysemy. Grey (2008) adds that ambiguity may be syntactic or

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 34: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

17

semantic (puns for example). The use of ambiguity may make a phrase

memorable and re-readable. For instance, the product which has the ambiguity

features is the Apple‟s slogan “Think Different”. Apple‟s slogan avoids using the

word “differently”, even though the adverb might have been more grammatically

correct, because its intended message is to make the audience think about

“different”.

4) Use of Imperative

An imperative can be used to make an order. Advertisers use an

imperative to make the audience act or do something, including buy or use the

advertised product. For example, the imperative used in a poster of newly

launched cassette album, Grab it now! Buy it now! That imperative suggests the

audience to buy the cassette album.

5) Simple and Colloquial Language

This kind of language is only used in informal expressions. Grey (2008)

assumes that colloquial expressions do not bear the meaning they normally have.

For example, it ain’t half good. That sentence looks very informal because of the

use of ain’t which can indicate the presence of simple and colloquial language. In

fact, it is often complex and it is impressed ambiguous.

6) Present Tense

A present tense gives as if the condition is real whenever the audience

sees or hears the advertisements. Grey (2008) says that a present tense implies a

universal timelessness. It makes the audience will see or hear that sentence like in

the real time.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 35: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

18

7) Syntactic Parallelism

Leech (1972) defines parallelism as a repetition of formal patterns of

two or more similar ideas in similar structural forms. For example, stay dry, stay

happy. The word stay is repeated to make the sentence more interesting for the

audience because the similar pattern.

8) Association

Advertisements should associate the positive side of the product to

something else. It is sometimes indicated by the words like and as. For example

fresh as a mountain stream. The freshness is associated with a mountain stream

although those are two different things.

9) Ellipsis

Goddard (2002, p. 123) defines ellipsis as “the omission of part of a

structure.” This definition also strengthened by Cook (1996) which says one of

aims of the use ellipsis is to create the sense of informality. Automatically, the use

of ellipsis makes the complete sentence becomes to be an incomplete sentence. As

long as it is used in the right track, for example it is used in advertising or in other

an informal language, it is helpful for the advertiser or the audiences.

10) Incomplete Sentence

Grey (2008) identifies an incomplete sentence as one of the linguistic

features of advertisements. Using an incomplete sentence helps the audience to

catch the main point of advertisements. Incomplete sentence or more familiar

called fragments totally help the advertiser to send the message because it can

save space and emphasize the points; it can be more conversational and a better

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 36: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

19

idea to call an action. For example, when there is a company gives a customer a

call of action like “Visit our Website!” It is more effective instead of its complete

sentence “We want you to visit our website for more information.”

4. Persuasion Techniques

Kleppner (1986) proposes an idea of the classification of persuasion

techniques based on the marketing situation and human characteristics. The main

consideration of those three techniques is the product existence in the marketing

area and how people‟s attitude towards the product. These are three techniques of

persuasion: pioneering stage, competitive stage, and retentive stage.

a. Pioneering Stage

This technique is used to introduce a product which has been just

released. Typically, advertisers will show consumers that they can meet their

needs by using the advertised product. Besides, advertisers convince consumers

that the product will give satisfaction in an efficient way. In 2011, Lane, King,

and Reichert conclude that pioneering advertising generally stresses what the

product can do, offer, or provide that could not have been done, offered, or

provided by any product before. It is important for advertiser to remember what

determines the stage of the advertising is consumer perception of the product (p.

95).

b. Competitive Stage

The advertisers direct people to choose the products which have existed

in the market. Lane, King, and Reichert (2011) state that once consumers accept a

pioneering product, there is going to be competition. At this point, the main

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 37: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

20

question the consumer asks is, “Which brand shall I buy?” (p. 98). Many

advertisements need to compete with others to win people‟s interest towards the

advertised products. It is usually done by showing the uniqueness of the product

which makes it different from other brands. Advertisers should emphasize why

consumers should choose the advertised product instead of other similar products

from other brands. For examples, it can be seen from the slogan of some fast food

brands which competing each other. The slogan of KFC, Kentucky Fried Chicken,

Jagonya Ayam!, Texas Fried Chicken‟s slogan says, Texas Chicken, Renyahnya

Nomor Satu!, and McDonald‟s slogan says, McDonald’s, I’m Lovin It! Then, the

consumers can freely select the products which they consider best to consume.

c. Retentive Stage

The purpose of retentive stage is to maintain the existence of the

advertised product. By using this technique, advertisers give reminder to

consumers that a product still exists in markets. Advertisers use this technique

when the advertised product has been marketed for a long time. Retentive stage is

also known as reminder stage because it can be a reminder for the audience about

the existence of the advertised product, (Lane, King & Reichert, 2011, p. 100).

B. Theoretical Frameworks

As described previously, it can be noticed that an advertisement is a

form of communication that has a purpose to persuade. It is also directed to a

group of people and not a face to face communication. The source of

communication is the advertiser, whereas the receiver/audience is the consumer.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 38: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

21

Thus, most advertisements try to be persuasive, although some advertisements are

intended merely to inform, not to persuade. Therefore, the brief explanation of

some related theories of this research have been mentioned in this chapter.

Based on the theoretical description, the researcher wraps up the

appropriate theories to accomplish the objectives of this research. There are two

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

are the language style of advertisements and the persuasion techniques.

To answer the first research question, related to the use of certain

linguistic features of advertisements, the researcher analyzes the language style of

advertising based on Grey‟s theory (2008). There are two parts of language style

in advertisements. The first part is the lexical features that deal with the lexical

items or the use of words. They consist of hyperbole, neologism, weasel word,

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

glamorization, and potency. The other part is the syntactic features which deal

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

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

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

researcher analyzes the utterances of vitamin drink advertisements and then

classifies them to the characteristics of advertisement linguistic features proposed

by Grey (2008). The main reason why researcher chooses the theory of Grey is

because there is specific description on the characteristics of advertisement

language. Different from other theories of the advertising language, Grey‟s theory

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 39: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

22

(2008) provides the classification on the lexical features and the syntactic

features.

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

techniques is answered by identifying each vitamin drink advertisement based on

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

pioneering stage, competitive stage, and retentive stage. The main reason why the

researcher uses Kleppner‟s theory (1986) is because it has clearer types of

persuasion techniques to be used to classify vitamin drink advertisements.

Kleppner (1986) distinguishes the persuasion techniques clearly based on the

marketing situation and human characteristics. Therefore, the researcher is clearly

able to categorize vitamin drink advertisements into the types of persuasion

techniques by using checklist which is used in vitamin drink advertisements based

on Kleppner‟s theory (1986).

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 40: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

23

CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the methodology used to obtain data of the

research. There are six parts in this section, namely the research method, the

research setting, the research participants, the research instruments and data

gathering technique, the data analysis techniques, and the research procedure. The

research method contains the definition of the research type chosen by the

researcher as well as the problem formulation. The research setting inform about

when the research is conducted. The research subject section aims to elaborate on

the subjects of the research as well as the methods of sampling. The instruments

and data gathering technique include the explanation of the instruments used by

the researcher in the research. The data analysis technique is in regard to the data

analysis. The last one, the research procedure, is the steps taken in the research.

A. Research Methods

This research has two questions to be answered. Those are (1) what are

the linguistic features in Miss Universe‟s version of You C 1000 advertisements?

and (2) what kinds of persuasion techniques were used by the Miss Universe‟s

version of You C 1000 advertisements?

To answer those two questions, the researcher conducted research which

was categorized into qualitative research. Brown and Rodgers (2002) state that

qualitative research is “research which is based predominantly on non-numerical

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 41: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

24

data reveals that it can be subdivided into various different non-numerical

qualitative research techniques for gathering data, for example observations/field

notes, case studies, diaries, etc” (p. 12). This research did not deal with any

numerical data because it would focus on the descriptive research which is

defined by Best and Kahn (1989) as a type of research that describes what is

describing, recording, analyzing, interpreting conditions that exist.

Since this research studied the content of certain issues, in this case You

C 1000 advertisements which were found in television‟s commercial break in

local television stations in Indonesia was categorized as a content or document

analysis. Ary, Jacob, and Razavieh (2002: 442) define content or document

analysis as “research method applied to written or visual materials for the purpose

of identifying specified characteristics of the materials”. The materials were

usually in the form of newspapers, scripts, textbooks, advertisement, and any

other types of documents. In brief, the materials used in content analysis represent

forms of human communication (Leedy & Omrod, 2005: p. 142).

B. Research Setting

This research began in May 2015. This research was conducted at the

English Language Education Study Program Sanata Dharma University by using

library study and analyzing the television advertisements of You C 1000. The

advertisements which were selected were Miss Universe‟s version of You C 1000

advertisements. However, to get the data more accurately the researcher

downloaded You C 1000 advertisement videos in youtube.com.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 42: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

25

C. Research Subjects

Concerning the subjects of the research, there were 9 advertisements of

Miss Universe‟s version of You C 1000 (Miss Universe 2005, 2006, 2008, 2009,

2010, 2011, 2012, 2013, and the combination of Miss Universe 2008, 2012, and

2014). You C 1000 is a vitamin drink which is produced by PT. Djojonegoro.

You C 1000 vitamin drinks themselves have three variants such as vitamin lemon,

vitamin orange, and vitamin apple.

D. Research Instrument and Data Gathering Technique

This research was a qualitative reseach. According to Domegan and

Fleming (2007), “Qualitative research aims to explore and to discover issues

about the problem on hand, because very little is known about the problem. There

is usually uncertainty about dimensions and characteristics of problem (p. 24).

Myers (2009) added that qualitative research is designed to help researchers

understand people, and the social and cultural contexts within which they live.

Qualitative data sources included observation and participant observation

(fieldwork), interviews, and questionnaires, documents and texts, and the

researcher‟s impressions and reactions within. Then, there were two instruments

used in this research:

1. The Researcher as a Human Instrument

The researcher collected the data by analyzing the narrators‟ utterances

from the vitamin drink advertisements‟ scripts. More information from books,

journals, and internet regarding language styles were assembled as well. Lincoln

and Guba (1985: 193) state, “Human-as-an-instrument is the only instrument

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 43: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

26

flexible enough to capture the complexity, subtlety, and constantly changing

situation which is the human experience, as expressed in stories”. In the same

paradigm, Lincoln and Guba (1985: 76) say,” human-as-an-instrument in the

research is to underline the very unique role played by qualitative research in their

inquiries”. In addition, Merriam (1998: 7) reveals that there are several aspects

which differentiate the human instrument from other instruments by saying that,

“the researcher is responsive to the context; he or she can adapt techniques to the

circumstances; the total context can be considered; what is known about the

situation can be expanded through sensitivity to non-verbal aspects”. As a final

point, the researcher as human instrument involves significantly to collect the data

needed for his own research because it captured the complexity of his point of

views.

2. The Advertisement Script as Document

According to Ary, Jacobs, and Razavieh (2002), the analyzed materials

can be in the form of public records, textbooks, letters, films, tapes, and many

more especially in content analysis. In this research, the document is in the form

of transcript of 9 You C 1000 advertisements. The researcher transcribed the

recorded You C 1000 advertisements from youtube.com to be analyzed. Those

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

the research questions.

E. Data Analysis Technique

The researcher prepared two types of tables to categorize the language

style and persuasion techniques of You C 1000 advertisements. The researcher

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 44: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

27

made twenty tables like the first type and divided them into ten tables of lexical

features and ten tables of syntactic features. Those ten lexical features were

hyperbole, neologism, weasel word, familiar language, simple vocabulary,

repetition, euphemism, humor, glamorization, and potency. The other 10 features

included in syntactic features were short sentence, long noun phrase, ambiguity,

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

parallelism, association, ellipsis, and incomplete sentence. Those features were

based on the theory proposed by Grey (2008) about the linguistic features of

advertisements as shown in Table 3.1 below.

Table 3.1 The Hyperbole of Miss Universe’s Version of You C 1000

Advertisements

No Video Hyperbole

1 Natalie Glebova‟s Version More work less

time

2 Zuleyka Rivera‟s Version Stay healthy and

fresh

3 Dayana Mendoza‟s Version -

4 Stefania Fernandez‟s Version -

5 Ximena Navarette‟s Version More important

6 Leila Lopes‟ Version More work less

time

7 Olivia Culpo‟s Version Stay healthy and

fresh

8 Gabriela Isler‟s Version -

9 Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version -

The second question which was related to the use of persuasion

techniques was answered by making checklist. The checklist of You C 1000

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 45: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

28

advertisements was made based on the persuasion techniques proposed by

Kleppner (1986) which consists of pioneering stage, competitive stage, and

retentive stage as shown in Table 3.2.

Table 3.2 The Checklist of Persuasion Techniques in Miss Universe’s Version

of You C 1000 Advertisements

No Video Persuasion Techniques

Pioneering

Stage

Competitive

Stage

Retentive

Stage

1 Natalie Glebova‟s Version

2 Zuleyka Rivera‟s Version

3 Dayana Mendoza‟s Version

4 Stefania Fernandez‟s Version

5 Ximena Navarette‟s Version

6 Leila Lopes‟ Version

7 Olivia Culpo‟s Version

8 Gabriela Isler‟s Version

9

Paulina Vega, Dayana

Mendoza, and Olivia Culpo‟s

Version

F. Research Procedures

To answer the research question, there were several steps as the

procedures used in this research. The steps were:

1. Gathering Data

In this step the researcher gathered the data that would be analyzed. The

data were taken from commercial breaks in Indonesia local television stations.

However, to ease the researcher in collecting and gathering the data, the

researcher downloaded the You C 1000: Miss Universe version from youtube.com.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 46: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

29

2. Classifying Data

After the data were gathered, the researcher classified the data based on

the theory of linguistic features which consisted of lexical features and syntactic

features by Grey (2008) and the theory of persuasion techniques by Kleppner

(1986). After that, the researcher made twenty tables and one checklist based on

those theories. Those tables and checklist were very helpful to analyze the

presence of the language styles, whether those were lexical features or syntactic

features, and the persuasion techniques used in You C 1000 advertisements.

3. Analyzing Data

In this step, the researcher analyzed the data by filling in the tables and

the checklist prepared previously. The researcher identified the data to find out

which linguistic features were used in each datum. According to Patton (2002), if

the findings from the different evaluators arrived at the same conclusion, then the

researcher‟s confidence in the findings would be heighted. To accomplish this

research to be a masterpiece, the researcher was also supervised by expert-

evaluator, namely F.X. Ouda Teda Ena, S.Pd., M.Pd., Ed.D.

4. Writing up the Report

The researcher started to write the report up on this research after

compiling all the data. The researcher provided explanations as well in each

linguistic feature and kind of the persuasive techniques used in the data. The

report was mostly delivered by words other than number. Yet, numerical data

were also included to make the result more understandable.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 47: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

30

CHAPTER IV

RESEARCH FINDINGS AND DISCUSSION

This chapter consists of the elaboration on the research findings and

discussion. That elaboration answers the research questions. There are two

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

1000 advertisements. The second which is the last section explains and deals with

the kind of persuasion technique in You C 1000 advertisements.

A. The Linguistic Features of You C 1000 Advertisements

According to Grey (2008), there are two major features of the

advertisement language style. Those are lexical features and syntactic features.

From the conducted research, You C 1000 advertisements had some parts of those

elements in the language which used to grab the attention of the consumers.

1. The Lexical Features of You C 1000 Advertisements

The lexical features of You C 1000 advertisements are pertaining to the

diction used in advertisements. In this case, the words were spoken by the

actresses and the narrators of You C 1000 advertisements. The words were able to

represent what the company wants to deliver in order to persuade the consumers.

The diction can empower people to believe what the speakers say in the

advertisements upon the advertised products. The result which was dealing with

the lexical features of You C 1000 advertisements could be seen in Figure 4.1.1.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 48: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

31

Figure 4.1.1 The Lexical Features of You C 1000 Advertisements

The researcher found that You C 1000 advertisements contained some

lexical features of advertising language. There were no neologism, weasel word,

euphemism, and humor.

a. Hyperbole

One way to exaggerate the product is hyperbole. It aims to attract the

attention of the consumer to the product. Leech (1972) argues that hyperbole is

often concerned with personal values and sentiments. It is used to vary the

expression of personal feelings and opinion. There were six You C 1000

advertisements which used hyperbole, such as Natalie Glebova‟s version, Zuleyka

Rivera‟s version, Ximena Navarette‟s version, Leila Lopes‟ version, Olivia

Culpo‟s version, and Gabriela Isler‟s version. The other three did not use this kind

of feature within. The use of „more‟ dominated the hyperbole feature in You C

0

1

2

3

4

5

6

7

8

9

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 49: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

32

1000 advertisements. For examples, the use of „more‟ could be found in three

advertisements of You C 1000, such as more work less time as seen in Natalia

Glebova‟s version, more important as seen in Ximena Navarette‟s version, and

more attracted and more important as seen in Leila Lopes‟ version. It showed that

the copywriter wanted to emphasize the product by using the word „more‟.

The other words which indicated the use of hyperbole feature in You C

1000 advertisements were stay healthy and fresh, never easy, diver, alluring, and

beautiful, and real. As seen in Gabriela Isler‟s version of You C 1000

advertisement, the copywriter emerged the Indonesian dance element. Then, the

dance here was represented as something differs, alluring, and beautiful. Besides,

the word „real‟ in real beauty was meant to give the audience a paradigm that

beauty was not what we have seen from the outside, but from the inside by taking

care of the health with the product.

b. Neologism

The copywriter of You C 1000 did not use neologism to advertise the

product. In these advertisements, there was no new word formed by combining

two or more word parts. As what Grey‟s (2008) definition that a neologism as a

new word or an expression which is created by joining two or more word parts

together to create an entirely new word. The copywriter of You C 1000 used

simple diction and did not use too many language features.

c. Weasel Word

According to Grey (2008), a weasel word suggests a meaning without

actually being specific. It means that weasel word is used to grab the consumers‟

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 50: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

33

attention by stealing their curiosity. However, the weasel word was difficult to

find in Miss Universe‟s version of You C 1000 advertisements. The copywriter

preferred to explore the other features in order to advertise the product.

d. Familiar Language

In this research, the researcher found that all of the advertisements of

You C 1000 used this kind of lexical feature as a prove about the simplicity. The

familiar language feature appeared in most of all sentences in the advertisements.

For example, the sentence which found in Natalia Glebova‟s version of You 1000

advertisement said, “How many mg of you had today?” This sentence was

familiar for the consumers‟ ears because it used pronoun “you”, so what the

copywriter was expected to the product of You C 1000 could be familiar for the

audiences, was reached. As what Grey (2008) says that the use of that pronoun

makes the audience feel to be involved within the advertisement. The copywriter

really understood that something familiar as pronoun would ease them to steal the

audiences‟ attention.

e. Simple Vocabulary

Based on Grey‟s explanation (2008), an advertisement should be in the

simple language form, especially in using diction. Simple diction helped the

audience to remember the product itself. All of Miss Universe‟s versions of You C

1000 advertisements used the simple vocabulary features because the researcher

did not find any difficulties to understand the content of those advertisements.

The simple vocabulary helped the message to be delivered smoothly. Besides, the

simplicity of the advertisements seen in the slogan of You C 1000, healthy inside

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 51: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

34

fresh outside. That slogan meant that by drinking the product the consumers

could get the two advantages which were healthy inside the body and look fresh

on the outside of the body.

f. Repetition

As stated by Grey (2008), repetition is usually used to make the brand‟s

name or the brand‟s slogan more interesting. The kind of repetition which mostly

appeared in You C 1000 advertisements was rhyme. Rhyme is a pattern of

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

vowel. The rhyme which was almost found in all of Miss Universe‟s versions of

You C 1000 advertisements seen in the brand‟s slogan, healthy inside fresh

outside. The one and only of Miss Universe‟s version of You C 1000

advertisement which did not use that slogan was Natalie Glebova‟s version.

g. Euphemism

Based on Grey‟s explanation (2008), euphemism is a type of figurative

language which carries connotative meaning. However, the researcher did not find

the example of euphemism in every single Miss Universe‟s version of You C 1000

advertisement. The diction used in these advertisements was very simple. The

copywriter tended to use diction which was very familiar to the target of

consumers.

h. Humor

As what researcher said above that the copywriter tended to use familiar

diction, You C 1000 advertisements had a simple way to deliver the message from

the company to the target of consumers. Moreover, Grey (2008) also states that

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 52: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

35

humor can gain consumers‟ attention to the advertised product because most

people love humor instead of something serious. However, the way of conveying

message done by the advertiser did not provide sense of humor to make the

advertisements more attractive because they focused on the description of the

product including the slogan and tagline.

i. Glamorization

According to Grey (2008), glamorization used in order to make the

language of an advertisement more interesting because it creates exaggeration to

the product which is advertised. By using glamorization, the point of view of the

audience can be affected. Glamorization could also be found in You C 1000

advertisements. There were three You C 1000 advertisements which used the

glamorization feature, such as Dayana Mendoza‟s version, Ximena Navarette‟s

version, and Gabriela Isler‟s version. In Dayana Mendoza‟s version, there was

sentence I believe health is wealth. The word „wealth‟ was used to indicate that

health is too important and valuable for people more than anything. The same

case was seen in Ximena Navarette‟s version which said what is more important

is a healthy. It was meant that there was no more important than health. The

researcher found that the copywriter was so smart in playing words, so they could

play with the audience‟s mind, especially women audiences. It was seen in

Gabriela Isler‟s version by saying after all, what is beauty without health? The

copywriter wanted to attract the audiences, women audiences, by letting them

know that it was useless if they had good look, but did not have good health.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 53: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

36

j. Potency

Basically, the copywriter used potential words to tell the value of the

product to the consumers. Grey (2008) suggests that potential words are those

which are able to give new value, novelty or immediacy. Potency feature

appeared in two You C 1000 advertisements, such as Natalie Glebova‟s version

and the three Miss Universe‟s (Paulina Vega, Dayana Mendoza, and Olivia

Culpo) version. In Natalie Glebova version, the word „need‟ in we need vitamin C

to stay healthy became a potency because it pointed that vitamin C was a must for

the body if people wanted to keep their health. To stay healthy, the audience was

brought to the paradigm that they needed the product because the product could

filled the audience‟s need as the consumers‟ target. Similar to it, the word

„valuable‟ in good health is valuable to Indonesia and her people also told that

Indonesian needed to be healthy and they could get it by consuming the product.

This message will be completely and succesfully delivered if the audience buy

and drink the product.

2. The Syntactic Features of You C 1000 Miss Universe’s Version

Advertisements

In addition to the lexical features, there are also some features of

advertisement language style which deal with the grammar. Those features called

syntactic features. The syntactic features are able to indicate how simple the

advertisement language style should be. The result of the analysis of syntactic

features of You C 1000 could be displayed in Figure 4.1.2.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 54: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

37

Figure 4.1.2 The Syntactic Features of You C 1000 Advertisements

Based on the Figure 4.1.2 the researcher was able to say that You C 1000

advertisements lacked of some syntactic features, such as simple and colloquial

language and ellipsis.

a. Short Sentence

The use of short sentence is practically helpful for the audience because

it is easier to understand. The audience sometimes only hear or do not really listen

carefully to the utterances spoken by the speaker in an advertisement. A short

sentence usually indicates the use of simple sentence and helps the copywriter in

delivering the message.

Based on this research, the researcher found that the copywriter put short

sentence feature in all of You C 1000 advertisements. For the example, in Natalie

Glebova‟s version, the speaker said, “We need vitamin C to stay healthy”. That

0

1

2

3

4

5

6

7

8

9

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 55: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

38

sentence could be included in short sentence feature because the sentence just

consist of subject, verb, object, and preposition.

b. Long Noun Phrase

According to Grey (2008), long noun phrase requires at least three

words or two independent phrases. A long noun phrase aims to convince the

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

There were four advertisements which used long noun phrase feature. One of the

example which came from Natalie Glebova‟s version was with 1000 mg of

vitamin C. This phrase described that the advertised product had 1000 mg of

vitamin C inside.

c. Ambiguity

Ambiguity appeared in only four You C 1000 advertisements. There

were some ambiguities found in You C 1000 advertisements. For instance, in

Stefania Fernandez‟s version the speaker said, “Rice three times to favor energy”.

Hearing that sentence could make the audience confused and then ask themselves,

“what we have to do with rice?” Another point of view would state that eating

rice was not only one way to favor the energy. The copywriter should understand,

to whom the advertisement was aimed. Knowing the target of consumers would

help the copywriter to reduce the feature of ambiguity in their advertisements.

d. Use of Imperative

The use of imperative is a common language feature in an

advertisement. By using this imperative language, the advertiser ask the audience

to do something dealing with the advertised product. There were six

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 56: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

39

advertisements of You C 1000 used imperative. Four of them used the word

„drink‟ as the function of You C 1000 as vitamin drink. The other two

advertisements used word „stay‟ and „take‟. Based on the word used, the

copywriter suggested the audience to consume You C 1000.

e. Simple and Colloquial Language

The feature of simple and colloquial language did not appear in You C

1000 advertisements. The language was very simple but did not use informal

expression. The utterances in You C 1000 advertisements commonly found and

used in daily conversation.

f. Present Tense

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

situation whenever the audience hears the advertisements. The researcher found

that all of You C 1000 advertisements used present tenses. The use of present

tense here aimed to let the audience had a feeling like in the real present time, not

yesterday or tomorrow, but right now.

g. Syntactic Parallelism

According to Leech (1972) parallelism is a repetition of formal patterns

of two or more similar ideas in similar structural forms. For instance, stay dry,

stay happy. The word stay is repeated to make the sentence more interesting for

the audience because of the similar pattern. The researcher did not found any

syntactic parallelism features in You C 1000 advertisements.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 57: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

40

h. Association

A good advertisement should associate the positive side of the product to

something else and sometimes indicated by the words like and as. It seen on the

Olivia Culpo‟s version of You C 1000 advertisement which said, “That is why I

visit places like the Borobudur for spiritual health. The pursuit of beauty can be

just as hard before you focus on the outside start from the inside”.

i. Ellipsis

Goddard (2002) defines ellipsis as “the omission of part of a structure (p.

123)”. Ellipsis is usually used to create informality in a conversation by omitting

certain parts of a structure without affecting the meaning. Since Cook (2001) says

one of its aims is to create the sense of informality, the feature of ellipsis did not

appear in every single You C 1000 advertisement.

j. Incomplete Sentence

Grey (2008) identifies an incomplete sentence as one of linguistic

sentence of advertisements. Using incomplete sentence could help the audience to

catch the main point of the advertisements. The copywriter really knew that the

audience rarely pays attention to the sentences of advertisements very carefully

because the audience will pay attention more to the visualization of the

advertisements. As in Dayana Mendoza‟s version, the speaker said, “You C 1000,

vitamin lemon and vitamin orange”. This was not a complete sentence because

did not have a verb there. It should be, “There are two variants of You C 1000,

and those are vitamin lemon and vitamin orange.”

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 58: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

41

B. The Persuasion Technique of You C 1000 Advertisements

The advertiser usually uses some persuasion techniques in order to

predetermined goals of advertising. It aims surely to persuade the target of

consumers. Kleppner (1986) classifies three kinds of persuasion techniques based

on marketing situation and human characteristics. In this research, each You C

1000 advertisement could be categorized into Kleppner‟s classification by

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

analysis, the researcher found that You C 1000 advertisements used different

persuasion techniques to distinguish the advertising purposes. The analysis result

of persuasion techniques which were used in You C 1000 advertisements could be

seen in Figure 4.2.

Table 4.2 The Persuasion Techniques in You C 1000 Advertisements

No Video

Persuasion Techniques

Pioneering

Stage

Competitive

Stage

Retentive

Stage

1 Natalie Glebova‟s Version

2 Zuleyka Rivera‟s Version

3 Dayana Mendoza‟s Version

4 Stefania Fernandez‟s

Version

5 Ximena Navarette‟s Version

6 Leila Lopes‟ Version

7 Olivia Culpo‟s Version

8 Gabriela Isler‟s Version

9

Paulina Vega, Dayana

Mendoza, and Olivia

Culpo‟s Version

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 59: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

42

a. Pioneering Stage

Pioneering stage is aimed to introduce a new product to consumers.

According to Kleppner (1986), the characteristic of the pioneering stage is the

statement of how the product will make the consumers satisfied. Based on the

checklist, there were three advertisements or 33.33% of You C 1000

advertisements which applied the pioneering stage to advertise the product. They

were Natalie Glebova‟s version, Zuleyka Rivera‟s version, and Dayana

Mendoza‟s version.

Another characteristic of the pioneering stage came from the description

related to the benefit which the consumers got when consuming the advertised

product. It was strengthened by the statement of Lane, King, and Reichert (2011)

which conclude that pioneering advertising generally stresses what the product

can do, offer, or provide that could not have been done, offered, or provided by

any product before. It is important for advertiser to remember what determines the

stage of the advertising is consumer perception of the product (p. 95). Basically, it

was suitable with the slogan of You C 1000 which said “Healthy inside, fresh

outside”. Based on that slogan, the advertiser told and explained the consumers

that there was no more important than healthy inside the body. By consuming You

C 1000 product, the consumers would be helped to strengthen their immune

system, so they could stay healthy.

b. Competitive Stage

The persuasion technique of the competitive stage sometimes indirectly

contrast the advertised product with similar products from different brands.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 60: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

43

Practically, the advertisers want to prove that the advertised product is better than

the others. Therefore, the advertisers will show the specialty of the advertised

product in order to compete in attracting the consumers to buy that advertised

product. The advertiser of You C 1000 did not use the competitive stage to

convince the consumers because You C 1000 advertisements focused on the

product itself. The advertisements of You C 1000 only described their own

specialty without contrasting with the other brands. Instead, Lane, King, and

Reichert (2011) state that once consumers accept a pioneering product, there is

going to be competition (p. 98).

c. Retentive Stage

The advertisers usually use the retentive stage when the advertised

product is already marketed in marketing area. Therefore, the retentive stage is

used to keep the existence of the advertised product. Retentive stage is also known

as reminder stage because it can be a reminder for the audience about the

existence of the advertised product, (Lane, King & Reichert, 2011, p. 100). The

researcher found 66.67% or six of You C 1000 advertisements which used the

retentive stage to persuade the consumers. Almost all of You C 1000

advertisements had a brief description about the advertised product. To enhance

the consumers, the advertiser lifted the Indonesian culture up. It is seen on some

advertisements of You C 1000 which talked about something which were familiar

with Indonesian people, such as dance, rice, batik, Borobudur, Bali. Stefania

Fernandez‟s version talked about rice, Leila Lopes‟ version talked about color

means skins, Olivia Culpo‟s version talked about Borobudur, Gabriela Isler

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 61: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

44

version‟s talked about dance which all of them were connected to the function and

the benefits of the product The advertiser of You C 1000 had succesfully made a

bridge between the consumers and the advertised product by connecting the

slogan “Healthy inside, fresh outside” to something related Indonesian people in

the advertisements. Almost all the speakers of You C 1000 advertisements never

forgot to remind the consumers about the slogan,“Healthy inside, fresh outside.”

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 62: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

45

CHAPTER V

CONCLUSIONS AND RECOMMENDATIONS

Based on the research findings discussed in the previous chapter, some

conclusions have been drawn and presented in this chapter. There are also some

suggestions related to the topic for the English lecturers, English learners,

advertisers, and those who may be interested to do similar research.

A. Conclusions

During this research, the researcher found that the language of

advertising had its own uniqueness to be analyzed, especially the linguistic

features which appear along advertisements. Besides, the other element of

advertisements which was also interesting was the techniques of persuasion. The

researcher chose You C 1000 advertisements which consisted of 9 Miss

Universe‟s versions to be the subjects of this research. To analyze the transcript of

those advertisements, the researcher used content analysis. Therefore, the

researcher only dealt with the utterances of the speakers in You C 1000

advertisements.

The linguistic features of You C 1000 advertisements were analyzed

based on the theory of Grey (2008). You C 1000 advertisements had 60% of the

whole lexical features and 70% of the whole syntactic features. The speakers

presented simple advertising language to advertise the product. Therefore, the

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 63: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

46

researcher only found a few features which appeared in You C 1000

advertisements. Based on the lexical features of advertisements proposed by Grey

(2008), You C 1000 advertisements did not have all of the features. They lacked of

neologism, weasel word, euphemism, and humor features. The copywriter of You

C 1000 only used hyperbole, familiar language, simple vocabulary, repetition,

glamorization, and potency features. Similar to the lexical features of

advertisement, You C 1000 also did not have all of the syntactic features to

advertise the product. They did not have three features, such as simple and

colloquial language, syntactic parallelism, and ellipsis. However, the copywriter

used short sentence and present tense features in all of You C 1000

advertisements. The use of imperative and incomplete features were also found in

almost all of the advertisements of You C 1000. The rest of the features, such as

long noun phrase, ambiguity, and association, only appeared in 50% or less of the

You C 1000 advertisements.

The persuasion techniques which used in You C 1000 advertisements

was analized by using the theory of Kleppner (1986). By using Kleppner‟s theory

(1986), the researcher found that there were three advertisements which used

pioneering stage to introduce the product of You C 1000 to the consumers. Then,

the six others used the retentive stage of persuasion technique in order to keep the

existency of You C 1000 to the consumers.

In summary, the simplicity of You C 1000 advertisements affected the

use of linguistic features in their utterances. It was seen in the linguistic features

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 64: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

47

that were used by the copywriter to advertise the You C 1000 product. The

copywriter did not require many linguistic features in their advertisements.

Besides, the purpose of You C 1000 advertisements also influenced the use of

persuasion techniques. Based on the persuasion techniques that were used, the

researcher found that the purposes of You C 1000 advertisements were to

introduce the product to the consumers and to keep the existency of the product in

people‟s mind.

B. Recommendations

There are some suggestions which are addresed to English teachers,

English learners, advertisers, and the future researchers to improve their capability

in using English. It may contribute to the improvement of the success in English

teaching – learning activities an the application of English.

1. For English Teachers

English teachers should be able to help their students or learners to

understand the course materials. Moreover, advertisement becomes one of the

course materials both in Curriculum 2013 and KTSP. Through giving examples,

teachers can explain some theories clearly. The examples can be found in

something which are closely related to the learners‟ daily lives in order to help

learners have a pictorial in their minds. For instance, it will be found in

advertisements wherever they are broadcasted.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 65: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

48

2. For English Learners

Learning linguistic features is sometimes boring for most of learners, but

it can enrich their vocabulary and how to use it correctly. Nowadays, learners

must be proactive to face their curiosity and broaden their knowledge. One of the

ways to help them is self-learning, by finding additional materials to meet their

needs of learning English. They can add the advertisements to be an alternative

materials because there are some interesting elements which can be learnt within.

3. For Advertisers and Copywriters

Having creativity is a must for the advertiser and copywriter because it is

important in presenting attractive advertisements. The advertisers or copywriters

should be able to vary the diction which used to steal the attention of the

audiences when they see the advertisements, whatever the way they are

broadcasted. It can be audio, visual, and audiovisual advertisements. Therefore,

the advertisers or copywriters have to understand the language style of

advertisement itself, so they can produce an attractive advertisement, but it is still

appropriate with the goal and purpose that want to be reached.

4. For Future Researchers

There are many experts who propose the theories of advertisements

language style which can be used to examine any kinds of advertisements. the

researcher encourages future researchers to conduct research on the language style

of other advertisements which can be found in any media. Hopefully, this research

can be used wisely later.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 66: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

49

REFERENCES

Ary, D., Jacobs, L. C. & Razavieh, A. (2002). Introduction to research in

education (6th

ed). Belmont, California: Wadsworth.

Beasley & Danesi (2002). Persuasive signs. New York: Routledge.

Best, J. W. & Kahn, J. V. (1989). Research in education. Upper Saddle River,

New Jersey: Pearson Prentice Hall.

Brown, J.D. & Rodgers, T. S. (2002). Doing second language research. Oxford:

Oxford University Press.

Cook, G. (2001). The discourse of advertising (2nd

ed.). New York: Routledge.

Domegan, C. & Fleming, D. (2007). Marketing research in Ireland, theory and

practice (3rd

ed.). Gill and MacMillan.

Gilson, C. & Berkman, H. W. (1980). Advertising, concepts and strategies. New

York: Random House, Inc.

Grey, D. (2008). Language in use. Cambridge: Cambridge University Press.

Goddard, A. (2002). The language of advertising: Written texts (intertext) (2nd

ed.). London: Routledge.

Holmes, J. (2013). An introduction to sociolinguistics (4th

ed.). New York:

Routledge.

Keegan, W. J. (2003). Manajemen pemasaran global (6th

ed.). (A. Sindoro and T.

S. Tarigan, Trans.) Jakarta: Indeks kelompok Gramedia. (Original work

published 1995).

Kertajaya, H. (1997). Marketing Plus 2000: Siasat memenangkan persaingan

global. Jakarta: Gramedia Pustaka Utama.

Kleppner, O. (1986). Advertising procedures (9th

ed.). Englewood Cliffs, New

Jersey: A Division of Simon & Schuster, Inc.

Lane, W. R., King, K. W., & Reichert, T. (2011) Kleppner’s advertising

procedure (18th

ed.). New Jersey: Pearson Prentice Hall.

Leech, G. N. (1972). English advertising: A linguistic study of advertising in

Great Britain. London: Longman.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 67: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

50

Leedy, P. D., & Ormrod, J. E. (2005). Practical research: Planning and design

(8th

ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall.

Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Beverly Hills,

California: Sage Publications, Inc.

Merriam, S. B. (1998). Qualitative research and case study applications in

education. San Fransisco: Jossey-Bass Publishers.

Myers, M. D. (2009). Qualitative research in bussiness and management.

London: Sage.

Patton, M. Q. (2002). Qualitative research and evaluation methods. Thousand

Oaks, CA: Sage Publications.

Rodgers, S. & Thorson, E. (2012). Advertising theory. New York: Routledge

Ross, R. S. (1994). Understanding persuasion. Upper Saddle River, New Jersey:

Prentice Hall.

Short, M. (1995). Understanding conversational undercurrent in the ebony tower

by John Fowles. Twentieth-century fiction (P. Verdonk & J.J. Weber).

New York: Routledge.

Simons, Herbert W. (1976). Persuasion: Understanding, practice, and analysis.

New York: Random House.

Simpson, P. (2004). Stylistics. A resource book for students. New York:

Routledge

Taylor, A. (1986). Communicating. Upper Saddle River, New Jersey: Pearson

Prentice Hall.

Taylor, Anita, Rosegrant, T., Meyer, A., & Samples, B.T. (1990).

Communicating. Englewood Cliffs, New Jersey: Pearson Prentice Hall.

Trudgill, P. (2000). Sociolinguistics: An introduction to language and society (4th

ed.). London: Penguin Group.

Verdonk, P. (2002). Stylistics. Oxford: Oxford University Press.

Wales, K. (2001). A dictionary of stylistics (2nd

ed.). New Jersey: Pearson Prentice

Hall.

Whardaugh, R. (1977). Introduction to Linguistics. New York: McGraw-Hill

Book Company.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 68: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

51

Wodak, R. (2007). Pragmatics and critical discourse analysis. A cross-theoritical

inquiry. Pragmatic and Cognition 15/1 (Special issue “Pragmatic

Interfaces”): 203-234.

Yule, G. (2010). The study of language (4th

ed.). Cambridge: Cambridge

University Press.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 69: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

52

APPENDICES

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 70: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

53

Appendix A

THE TRANSCRIPT OF MISS UNIVERSE’S VERSION OF

YOU C 1000 ADVERTISEMENTS

A. Natalie Glebova‟s Version (Miss Universe 2005)

Voices : Life today more work less time, pollution. We need vitamin C to stay

healthy. You C 1000, 1000 mg of vitamin C. How many mg of you

had today?

B. Zuleyka Rivera‟s Version (Miss Universe 2006)

Texts : Loving… glowing… active… happy… fresh… youthful… lemon…

orange…

Voices : Stay healthy and fresh with You C 1000. Healthy inside fresh outside.

C. Dayana Mendoza‟s Version (Miss Universe 2008)

Voices : I believe health is wealth. What looks good from the outside starts

from the inside. I drink You C 1000 vitamin lemon and vitamin orange

with 1000 mg of vitamin C to keep my immune system healthy. You C

1000 vitamin lemon and vitamin orange. Healthy inside fresh outside.

D. Stefania Fernandez‟s Version (Miss Universe 2009)

Voices : Rice has been driving Indonesia forward for centuries and the center

to her culture and tradition. To keep yourself going, you not only need

rice for energy, but good healthiest wealth. Take 1000 mg of vitamin C

to help strengthen your immune system. Rice three times to favor

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 71: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

54

energy. You C 1000 vitamin lemon or vitamin orange once a day to

improve your health. Healthy inside fresh outside.

E. Ximena Navarette‟s Version (Miss Universe 2010)

(music)

Text : Thinks she‟s fat… dislikes his balding head… afraid of being old…

hates her pimples…

Voices : How we look affects us. What is more important is our health. It is

better to be healthy in the inside before we focus on the outside. I drink

1000 mg of vitamin C for my health. Drink You C 1000 vitamin to

help strengthen your immune system. Healthy inside fresh outside.

F. Leila Lopes‟ Version (Miss Universe 2011)

Voices : Color makes the world more attracted. No matter what color we are,

through beauty comes from within. It is more important to be healthy

on the inside before we focus on the outside. Drink You C 1000

vitamin with 1000 mg of vitamin C to help strengthen your immune

system. Healthy inside fresh outside.

G. Olivia Culpo‟s Version (Miss Universe 2012)

Voices : Achieving peace of mind it is never easy. That is why I visit places

like the Borobudur for spiritual health. The pursuit of beauty can be

just as hard before you focus on the outside start from the inside. Drink

You C 1000 with 1000 mg of vitamin C to help strengthen your

immune system and keep you healthy. Healthy inside fresh outside.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 72: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

55

H. Gabriela Isler‟s Version (Miss Universe 2013)

Voices : Dance in Indonesia is differs, alluring and beautiful. But the real

beauty is a how the dancers express themselves from deep bottom. In

live racing dance, what is within us is more important than what we

see on that outside. After all, what is beauty without health? What

looks good in the outside begins with healthy in the inside. Drink You

C 1000 vitamin with 1000 mg of vitamin C to help strengthen your

immune system and keep you healthy. Healthy inside fresh outside.

I. Three Miss Universe‟s Version (Paulina Vega, Dayana Mendoza, and Olivia

Culpo)

Voices : Good health is valuable to Indonesia and her people. For wealth over

decade, we have been helping Indonesia to stay healthy. We believe

healthy Indonesians help make beautiful Indonesia. Drink You C 1000

vitamin with 1000 mg of vitamin C to help strengthen your immune

system and to keep you healthy. Healthy inside fresh outside.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 73: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

56

Appendix B

THE DATA ANALYSIS OF MISS UNIVERSE’S VERSION

YOU C 1000 ADVERTISEMENTS

A. Linguistic Features

1. Lexical Features

a. Hyperbole

Video Hyperbole

Natalie Glebova‟s Version More work less time

Zuleyka Rivera‟s Version Stay healthy and fresh

Dayana Mendoza‟s Version -

Stefania Fernandez‟s Version -

Ximena Navarette‟s Version More important

Leila Lopes‟ Version More attracted

More important

Olivia Culpo‟s Version It is never easy

Gabriela Isler‟s Version

Differs

Alluring

Beautiful

Real beauty

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version -

b. Neologism

(None)

c. Weasel Word

(None)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 74: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

57

d. Familiar Language

Video Familiar Language

Natalie Glebova‟s Version We need vitamin C to stay healthy.

How many mg of you had today?

Zuleyka Rivera‟s Version -

Dayana Mendoza‟s Version -

Stefania Fernandez‟s Version

To keep yourself going, you are not

only need rice for energy, but good

healthiest wealth

Take 1000 mg of vitamin C to help

strengthen your immune system

…vitamin orange once a day to

improve your health

Ximena Navarette‟s Version

How we look affects us.

….before we focus on the outside

Drink You C 1000 vitamin to help

strengthen your immune system.

Leila Lopes‟s Version

…no matter color we are through

beauty comes from within

…before we focus on the outside

…to help strengthen your immune

system

Olivia Culpo‟s Version

The pursuit of beauty can be just as

hard before you focus on the outside

…to help strengthen your immune

system and keep you healthy

Gabriela Isler‟s Version

…it is more important than what we

see on the outside

Keep you healthy

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version …to help strengthen your immune

system and to keep you healthy

e. Simple Vocabulary

(All)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 75: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

58

f. Repetition

Video Repetition

Natalie Glebova‟s Version -

Zuleyka Rivera‟s Version Healthy inside fresh outside

Dayana Mendoza‟s Version Healthy inside fresh outside

Stefania Fernandez‟s Version Healthy inside fresh outside

Ximena Navarette‟s Version Healthy inside fresh outside

Leila Lopes‟ Version Healthy inside fresh outside

Olivia Culpo‟s Version Healthy inside fresh outside

Gabriela Isler‟s Version Healthy inside fresh outside

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version Healthy inside fresh outside

g. Euphemism

(None)

h. Humor

(None)

i. Glamorization

Video Glamorization

Natalie Glebova‟s Version -

Zuleyka Rivera‟s Version -

Dayana Mendoza‟s Version I believe health is wealth.

Stefania Fernandez‟s Version -

Ximena Navarette‟s Version What‟s more important is a healthy

Leila Lopes‟ Version -

Olivia Culpo‟s Version -

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 76: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

59

Gabriela Isler‟s Version After all, what is beauty without

health?

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version -

j. Potency

Video Potency

Natalie Glebova‟s Version We need vitamin C to stay healthy.

Zuleyka Rivera‟s Version -

Dayana Mendoza‟s Version -

Stefania Fernandez‟s Version -

Ximena Navarette‟s Version -

Leila Lopes‟ Version -

Olivia Culpo‟s Version -

Gabriela Isler‟s Version -

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version Good health is valuable to Indonesia

and her people

2. Syntactic Features

a. Short Sentence

Video Short Sentence

Natalie Glebova‟s Version We need vitamin C to stay healthy.

Zuleyka Rivera‟s Version Stay healthy and fresh with You C

1000.

Dayana Mendoza‟s Version I believe health is wealth.

Stefania Fernandez‟s Version Take 1000 mg of vitamin C to help

strengthen your immune system.

Ximena Navarette‟s Version I drink 1000 mg of vitamin C for my

health.

Leila Lopes‟ Version Color makes the world more

attracted.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 77: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

60

Olivia Culpo Version Achieving peace of mind is never

easy.

Gabriela Isler‟s Version After all, what is beauty without

health?

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version Good health is valuable to Indonesia

and her people.

b. Long Noun Phrase

Video Long Noun Phrase

Natalie Glebova‟s Version 1000 mg of vitamin C

Zuleyka Rivera‟s Version -

Dayana Mendoza‟s Version -

Stefania Fernandez‟s Version Good healthiest wealth

Ximena Navarette‟s Version Your immune system

Leila Lopes‟ Version -

Olivia Culpo‟s Version For spiritual health

Your immune system

Gabriela Isler‟s Version -

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version -

c. Ambiguity

Video Ambiguity

Natalie Glebova‟s Version -

Zuleyka Rivera‟s Version -

Dayana Mendoza‟s Version What looks good from the outside

starts from the inside.

Stefania Fernandez‟s Version Rice three times to favor energy.

Ximena Navarette‟s Version -

Leila Lopes‟s Version -

Olivia Culpo‟s Version -

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 78: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

61

Gabriela Isler‟s Version What looks good in the outside

begins with healthy in the inside.

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version We believe healthy Indonesians help

make beautiful Indonesia.

d. Use of Imperative

Video Use of Imperative

Natalie Glebova‟s Version -

Zuleyka Rivera‟s Version Stay healthy and fresh with You C

1000.

Dayana Mendoza‟s Version -

Stefania Fernandez‟s Version Take 1000 mg of vitamin C to help

strengthen your immune system.

Ximena Navarette‟s Version Drink You C 1000 vitamin to help

strengthen your immune system.

Leila Lopes‟ Version Drink You C 1000 vitamin with

1000 mg of vitamin C to help

strengthen your immune system.

Olivia Culpo‟s Version -

Gabriela Isler‟s Version

Drink You C 1000 vitamin with

1000 mg of vitamin C to help

strengthen your immune system and

keep you healthy.

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version

Drink You C 1000 vitamin with

1000 mg of vitamin C to help

strengthen your immune system and

to keep you healthy.

e. Simple and Colloquial Language

(None)

f. Present Tense

Video Present Tense

Natalie Glebova‟s Version We need vitamin C to stay healthy.

Zuleyka Rivera‟s Version Stay healthy and fresh with You C

1000.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 79: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

62

Dayana Mendoza‟s Version

I believe health is wealth.

What looks good from the outside

starts from the inside.

I drink You C 1000 vitamin lemon

and vitamin orange with 1000 mg of

vitamin C to keep my immune

system.

Stefania Fernandez‟s Version

Rice has been driving Indonesia

forward for centuries and the center

to her culture and tradition.

To keep yourself going, you are not

only need rice for energy, but good

healthiest wealth.

Take 1000 mg of vitamin C to help

strengthen your immune system.

Ximena Navarette‟s Version

What is more important is a healthy.

It is better to be healthy in the inside

before we focus on the outside.

I drink 1000 mg of vitamin C for my

health.

Drink You C 1000 vitamin to help

strengthen your immune system.

Leila Lopes‟ Version

Color makes the world more

attracted.

No matter color we are, through

beauty comes from within.

It is more important to be health in

the inside before we focus on the

outside.

Drink You C 1000 vitamin with

1000 mg f vitamin C to help

strengthen your immune system.

Olivia Culpo‟s Version

Achieving peace of mind is never

easy.

That is why I visit places like the

Borobudur for spiritual health.

The pursuit of beauty can be just as

hard before you focus on the outside

starts from the inside

Gabriela Isler‟s Version

Dance in Indonesia is differs,

alluring, and beautiful.

In live racing dance what is within us

is more important than what we see

on the outside.

After all, what is beauty without

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 80: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

63

health?

What looks good on the outside

begins with healthy in the inside.

Drink You C 1000 vitamin with

1000 mg of vitamin C to help

tramping immune system and keep

you healthy.

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version

Good health is valuable to Indonesia

and her people.

For wealth over decade, we have

been helping Indonesia to stay

healthy.

We believe healthy Indonesians help

make beautiful Indonesia.

Drink You C 1000 vitamin with

1000 mg of vitamin C to help

strengthen your immune system and

to keep you healthy.

g. Syntactic Parallelism

(None)

h. Association

Video Association

Natalie Glebova‟s Version -

Zuleyka Rivera‟s Version -

Dayana Mendoza‟s Version -

Stefania Fernandez‟s Version -

Ximena Navarette‟s Version -

Leila Lopes‟ Version -

Olivia Culpo‟s Version

That is why I visit places like

Borobudur for spiritual health.

The pursuit of beauty can be just as

hard before you focus on the outside

starts from the inside.

Gabriela Isler‟s Version -

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 81: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

64

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version -

i. Ellipsis

(None)

j. Incomplete Sentence

Video Incomplete Sentence

Natalie Glebova‟s Version

Life today more work less time,

pollution.

You C 1000, 1000 mg of vitamin C.

Zuleyka Rivera‟s Version Stay healthy and fresh with You C

1000.

Dayana Mendoza‟s Version You C 1000 vitamin lemon and

vitamin orange.

Stefania Fernandez‟s Version

Take 1000 mg of vitamin C to help

strengthen your immune system.

Rice three times to favor energy.

You C 1000 vitamin lemon or

vitamin orange once a day to

improve your health.

Ximena Navarette‟s Version Drink You C 1000 vitamin to help

strengthen your immune system.

Leila Lopes‟ Version Drink You C 1000 vitamin with

1000 mg of vitamin C to help

strengthen your immune system.

Olivia Culpo‟s Version -

Gabriela Isler‟s Version

Drink You C 1000 vitamin with

1000 mg of vitamin C to strengthen

your immune system and keep you

healthy.

Paulina Vega, Dayana Mendoza, and

Olivia Culpo‟s Version

Drink You C 1000 vitamin with

1000 mg of vitamin C to help

strengthen immune system and to

keep you healthy.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Page 82: PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN …produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian

65

B. Persuasion Techniques

Video

Persuasion Techniques

Pioneering

Stage

Competitive

Stage

Retentive

Stage

Natalie Glebova‟s

Version

Zuleyka Rivera‟s Version

Dayana Mendoza‟s

Version

Stefania Fernandez‟s

Version

Ximena Navarette‟s

Version

Leila Lopes‟ Version

Olivia Culpo‟s Version

Gabriela Isler‟s Version

Paulina Vega, Dayana

Mendoza, and Olivia

Culpo‟s Version

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI