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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
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
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
