The Table of Data Description

xxii CHAPTER III THE RESEARCH FINDINGS

A. The Table of Data Description

The table of data description from 15 advertisements is taken from English Magazines; Cleo, Vogue and Cosmopolitan Magazines. Table 1: Data Description Advertisement Headline Style 1 Do Your Eyes Say Enough? Personification 2 Fall In Love With Your Hair Personification 3 Love Your Shape Personification 4 Offer Your Skin A Reservior Of Moisture, It’ll Never Be Thirsty Again. Personification 5 Pick Me Up At Dôme Personification 6 Lenses that Last From Sunrise To Sunset Alliteration 7 Preserve, Prolong And Protect Your Precious Red Colour Alliteration 8 You Can Change. Confident Is A Choice. Alliteration 9 You Can Fit In Too. Just Take Two. Alliteration 10 Always Mature Always Young Assonance 11 Where Your Presence is, There My Heart Will Be. Assonance 12 Luminous Skin That’s So Perfect, Yet Natural… Hyperbole 13 The Perfect Indulgence Comprising The World’s Finest Natural Ingredients. Hyperbole 14 Wild, Sexy And … Ellipsis 15 Change Your Hair As Often As You Change Your Mind Simile xxiii The results taken from the table of data description above will be shown in the table based on the rank of style that is mostly used in advertisements at Cleo, Vogue and Cosmopolitan magazines. Table 2: The results of data Rank Style Appearance in advertisement 1 Personification 5 times 2 Alliteration 4 times 3 Assonance 2 times Hyperbole 2 times 4 Ellipsis 1 times Simile 1 times The table above shows that personifications mostly appear in advertisements. This style is in the first rank because it appears five times from 15 advertisements. Personification style is a simple and interesting style because it used to persuade and influence the reader’s attention to use the products that have been advertised on the magazine. The second rank is alliteration which appears four times from 15 advertisements. Alliteration is use to create beautiful sentence or phrase because it has repetition of the same consonant sound, so it make the advertisements more artistic. Assonance and Hyperbole are in the third rank which appears twice from 15 advertisements. Assonance is different from alliteration because assonance has a repetition of the same sound vowel to make the advertisements more artistic. Hyperbole style is style which has extravagant and obvious exaggeration in making an interesting advertisement. xxiv Ellipsis and simile are in the fourth rank which has the same proportion, because they appear once from 15 advertisements. Ellipsis is used to create the curiosity of the reader, and simile is style that compares two things which has different reality but assumed is same, so it make memorable for the readers. From analysis above the writer concludes that advertisements generally use connotative meaning because connotative meaning has an extra meaning, use figure of speech and non meaning. In fact connotative meaning also has commercial value in the field of advertisement because this meaning contains strong influence, so that it can drew reader’s attention and enthusiasm for product which is offered on the market. Compared to denotative meaning which indication with meaning truthfully, denotative does not has extra meaning in it. xxv

B. Data Analysis