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CHAPTER III METHODOLOGY
A. Object of the Study
The current study is about the employment of rhetorical devices in Wendy’s
taglines. Wend y’s is one of the widely-spread fast food brands in the world.
Wendy’s is firstly introduced by Dave Thomas in 1969. The first Wendy’s is built in Columbus, Ohio.
Wendy’s grows very fast. Wendy’s has been spread all over the world. Today, there are over 6,500 outlets worldwide.
To persuade the audiences, Wendy’s uses several taglines. As people might
be familiar with them, Wendy’s has created taglines since 1969. Being spread all
over the world, Wendy’s produces taglines in different languages. Wendy’s
taglines are created in many languages, such as Mexico, Venezuela, and Indonesia. However, there are also some of
Wendy’s taglines in English which are the translations from other language, for instance
Wendy’s tagline in Venezuela. The tagline
is ―Wendy’s fits with you‖ which is the translation from Spanish meaning
―Wendy’s cuadra contigo‖. The object of the current study is the taglines which are authentically created in English. It appears that there are 35 taglines
which are analyzed. Below are the lists of the taglines.
Table 3.1 Wendy’s Taglines from 1969- Present Time
Tagline Year
Wendy’s Tagline
Tagline 1 1969-1978
―Quality is Our Recipe‖ Tagline 2
1977 ―We fix ‗em 256 ways‖
Tagline 3 1978-1979
―Juicy hamburgers‖ Tagline 4
1978 ―Juicy hamburgers and lots of napkins‖
Tagline 5 1979-1980
―Hot-N-Juicy‖ PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Tagline Year
Wendy’s Tagline
Tagline 6 1980
―Wendy’s Has the Taste‖ Tagline 7
1980-1981 ―Wendy’s Has the Taste You Crave‖
Tagline 8 1981-1982
―Ain‘t No Reason to Go Anyplace Else‖ Tagline 9
1982-1985 ―You‘re Wendy’s Kind of People‖
Tagline 10 1983
―Aren‘t you hungry… Aren‘t you hungry?‖ Tagline 11
1983-1984 ―Parts is parts‖
Tagline 12 1983-Present
―It‘s the best time for... Wendy’s‖ Tagline 13
1984-2011 ―Where‘s the beef?‖
Tagline 14 1985-1988
―Where‘s the beef? Choose Fresh, choose Wendy’s‖
Tagline 15 1987-1993
―Give a little nibble‖ Tagline 16
1988-1992 ―The best burgers in the business‖
Tagline 17 1989-1998
―The best burgers and a whole lot more‖ Tagline 18
1997 ―Eat great, even late‖
Tagline 19 1997-1998
―The Best Burgers Yet‖ Tagline 20
2000-Present ―You can eat great, even late‖
Tagline 21 2001-2005
―It‘s hamburger bliss‖ Tagline 22
2002-2005 ―It‘s better here‖
Tagline 23 2003-2007
―It‘s Always Great, Even Late‖ Tagline 24
2005-2007 ―Do what tastes right‖
Tagline 25 2005-Present
―It‘s Good To Be Square‖ Tagline 26
2006 ―Don‘t Compromise. Personalize‖
Tagline 27 2007
―Thats‘ right‖ Tagline 28
2007 ―Uh Huh‖
Tagline 29 2007-2008
―Hot Juicy Burgers‖ Tagline 30
2008 ―It‘s waaay better than fast food‖
Tagline 31 2008-2009
―It‘s waaay better than fast food... It‘s Wendy’s.‖
Tagline 32 2008-2009
―It‘s waaaaaaaaaay delicious. It‘s Wendy’s.‖ Tagline 33
2009-2012 ―You know when it‘s real‖
Tagline 34 2012-2014
―Now that‘s better‖ Tagline 35
2014-Present ―Now that‘s better for the first time‖
All taglines are in a form of sentences and phrases. There are several years when Wendy’s creates more than one tagline. Since it is a linguistic research, the
researcher analyzes the linguistic element. The linguistic elements analyzed are words, phrases, sentences, and sounds.
B. Approach of the Study
As the researcher apprehends what the linguistic element is analyzed, the approach applied is stylistics. The linguistic elements discussed are the sentences
and phrases taken from Wendy’s taglines. The sentences and phrases are treated as
the stylistic unit to analyze. Hence, the approach applied is stylistics. According to Verdonk 2002: 121, stylistics is ―the study of style in language, i.e. the analysis
of distinctive lingu istic expression and the description of its purpose and effect‖.
To put it differently, it is about how the language style expresses and affects the audiences. The approach helps the researcher identify what kinds of language
style are used in taglines. The stylistic approach is proper because it can assist the researcher find out and identify what kinds of devices are used in the sentences.
C. Method of the Study
1. Data Collection
The current study collects the data from two different sources. The taglines are from http:www.bestmarketingdegrees.org and https:en.wikipedia.org. The
data are taglines which are reviewed from 1969 until the present time. Wendy’s
produces 35 taglines since then. Wendy’s releases and uses more than one tagline
in several years, such as in 1978 Wendy’s creates 2 taglines. As the researcher
collects all the data, each datum is then explained. The data are treated as the primary data.
To support the findings, there are 30 questionnaires distributed. The questionnaires are accessed online in https:docs.google.comformsd1r9Qc