When the yes-no question is said in falling pattern, it implies as more to be an exclamatory statements.
Do we ˚have any choice? It doesn‟t look as if we have. Collins and Mees, 2003: 128-129.
c. Vocabulary
To discuss under the term of vocabulary, it is closely related to the lexical features, that are words in dictionary. As stated by Wray, Trott, and
Bloomer in their book: A lexical analysis of style will ask: Why have these particular words
been chosen and not others, and what are the connotations of the chosen words? In newspaper reporting the lexical choice of the journalist can
indicate the ideological standpoint from which she or he is writing 2004: 83.
In creating a campaign, the choice of words is very important. It has the ability to create a specific purpose such as persuading, describing, and many
more. The choice of words is very significant in creating the desired purpose of the text
. In studying the vocabulary of Obama‟s video campaign, the researcher
focused on the use of significant words that help the advertiser to deliver the persuasive message desired.
The vocabulary types that are studied by the researcher are: i.
Naming In the further analysis the researcher find the lexical tool of Naming is
used. As stated by Clark:
Naming is a powerful ideological tool. It is also an accurate pointer to the ideology of the name. Different names for an object represent different
ways of perceiving it 1992: 209.
Naming, a way of referring to something or somebody, is very powerful in creating an image that following the name. In advertising, naming is very
significant in creating an image and build the persuasive message of the advertized brand.
ii. Referring expression
Referring expression is related to the way a referee is addressed within a text. Referring expression is divided into three main groups, personal reference,
demonstrative reference, and comparative reference. In this research, the latter is not used in analysis.
In this presidential video campaign, many forms of referring expression are used. The speaker of the utterances in the video is not only one person, but
many. The way the speakers in the video refer to the person or nation is purposively used to create the persuasive message.
According to Halliday and Hasan, referring expressions can be divided into 2 main groups; they are referring to the roles within a speech. If the speaker
speak as himherself, the speaker will use the term I. When it is the speaker together with other person, the term is we. And if the person becoming the
adressee, the term to be used is you. And if a person taking the other roles specifically as singular male human, the term is he, while if it is singular female
human is she. If it is as a non-human object, the term will be it and if plural is they
whether they are human or not. Other than that, the term used for generalized human is one 1976: 44.
As the Demonstrative reference, the term used can be divided into three parts that is according to the proximity which is near this, those, and here [now],
far that, those, there, then, and neutral the Halliday and Hasan, 1976: 44. iii.
Time indicator The time indicator vocabularies in the text play a significant role in
building the video‟s utterances organization. Then, the study under time indicator vocabulary is necessarily to conduct. The time indicator vocabulary namely is a
term refers for phrases that indicating a period of time, a sequence of time, precise time, or eventual time.
iv. Statistics
Ross in his book elicited that statistics is “the use of numbers to help make a point clearer or more specific” 1995: 88. Then the vocabulary of
statistics is namely the vocabularies of numbers that refers to data or calculation. The vocabulary is important to be studied since it plays a major role in making the
persuasive message clearer and more specific. v.
Actions The vocabulary under the term “actions” mainly consists of verbs or the
modification of verb. The video campaign uses varied action words to indicate Obama‟s character and actions. The use of action words builds Obama‟s image
toward the people. The use of action words builds the persuasion strategy in the video campaign.
vi. Social issues
The vocabulary under the term social issues covers words that include social interest within in a governmental stage. The term refers to economy,
politics, prosperity, liberty, democracy, and many more. Since the vide is a political campaign video, the social issues vocabulary is important to be studied.
2. Theory on Political Campaign
