xi
SOME CURLS HAVE ALL THE LUCK
The advertisement above is taken from Cosmopolitan magazine. It is a hair serum advertisement of Fizz Ease. The language style that is used in the
headline’s advertisement above is personification, because the phrase of
headline implies as if curls are personified. In this case, the headline uses curls
as substitution of human being which has all the luck.
Therefore, the writer is interested in using English magazines such as Cleo, Vogue and Cosmopolitan magazines to be analyzed, because there are
many advertisements using language style in their headline, so that she is challenged to identify any language style used in advertising of the magazines.
B. Focus of the Study
The writer focuses the research on an interesting aspect that uses language style at advertising language in English magazines, such as, Cleo,
Vogue and Cosmopolitan magazines or in other word, the writer limits the problem only about the language style of the headline which is used by
advertising of the product in Cleo, Vogue and Cosmopolitan magazines.
C. Research Questions
Based on the background of study above, the writer formulates the problem to be analyzed, as follow:
1. What kinds of language style are mostly used in advertisements?
xii 2. How do the language styles convey the message to the reader?
D. Significances of the Study
The writer expects this research generally can increase the science in the field of language and especially for the readers or the other researcher who
is interested to know the use of language style as a medium to promote a
product in the advertisements. E.
Research Methodology 4.
Objective of the Study
The purpose that will be expected by the writer in this research is to find out the kinds of language style which are mostly used in
advertisements.
5. Method of the Study
Based on the research questions and the objective of the study, the method that is used in this research is qualitative method, which is to
analyze data, to identify every language style used by advertisements of the product in Cleo, Vogue and Cosmopolitan magazines.
6. Techniques of Data Analysis
Techniques of data analysis used by the writer consist of some steps, they are:
xiii 1. Collecting the data of product advertisements from Cleo, Vogue and
Cosmopolitan magazines. 2. Finding some theories such as stylistics and figure of speech that
relevant to the research. 3. Analyzing kinds of advertising language style making tables of
product advertisements.
6. Instrument of the research
Instrument of the research is the writer herself as the subject by reading collecting and analyzing the acquired data.
7. Unit of Analysis
The unit of analysis in this research are Cleo, Vogue and Cosmopolitan magazines which were taken randomly from different
edition for some advertisements, and the writer uses 15 advertisements as the object in this analysis.
xiv
CHAPTER II
THEORETICAL FRAMEWORK
E. Stylistics
Stylistics is the study of varieties of language
which properties position of language in
context , for example, the language of
advertising ,
politics ,
religion , individual
authors , etc.
5
In the advertising, language style is determined by the relationship between the producer and the consumer in a
certain context or situation. Stylistics itself is the part of linguistics which concentrates on variation
in the use of language, often but not exclusively, which is the special attention to the most conscious and complex use of language in literature. Stylistic is a
method about the style of language. According to Simpson, The definition of stylistics is a method of textual interpretation in which primacy of place is
assigned to language.
6
Leech has his own opinion about stylistics. He explains “Stylistics, simply defined as the linguistic study of style, is rarely undertaken for its
5
Stylistics linguistics, Wikipedia, the free encyclopedia March 09 2008. http:en.wikipedia.orgwikistylistics_linguistics29,
p.1.
6
Paul Simpson, Stylistics: a resource book for students London and New York: Rout Ladge, 2004, p.2.
xv own sake, simply as an exercise in describing what use in made of language”
7
in other word, stylistics is a study which learns about style. Style is the use of the language in a certain context, by a certain people
and for a certain reason. Style is different from structural grammar. It cannot be quantified, it has no rules. Style impacts to writing, strengthens the contact
with the reader and heightens their awareness. Therefore, style is always concerned with relationship between the participants in a certain situation.
The aim of studying language style is to explain something, and in general, literary stylistics has, implicitly, the goal of explaining the relation
between language and artistic function.
8
The usage of language style is to show or describing something by using uniquely, artistic, and beautiful words
which can make the reader feel what the writer feeling and also to explore creativity in language use.
The connection between stylistics and literature bring two important caveats, Such as: “The first is that creativity and innovation in language use
should not be seen as the exclusive preserve of literary writing. Many forms of discourse advertising, journalist, popular music-even casual conversation
often display a high degree of stylistic dexterity, such that it would be wrong view dexterity in language use as exclusive to canonical literature. The second
caveat is that the techniques of stylistic analysis as much about deriving
2
Geoffrey Leech, N and short, michael H. Style in Fiction London and New York: Longman Group Limited, 1981, p.13.
8
Ibid.
xvi insights about linguistics structure and function as they are about
understanding literary texts.”
9
Moreover, stylistics is interns in language a function of texts in context and last of all style or language style has limit as the way to express the
writer’s thought by language which will show soul or the writer’s personality. So that the choice of language style is mostly used by advertisers in their
language, because the idea behind a creative concept in advertising is usually expressed in some attention and also the reader become memorable with the
phrase.
F. Figure of Speech
