To Arouse Reader Interest by Involving the Reader in Completing

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CHAPTER III CONCLUSIONS AND SUGGESTIONS

CHAPTER III CONCLUSIONS AND SUGGESTIONS

This chapter consists of two parts, namely conclusions and suggestions. In conclusions, the researcher represents the answers of the problem formulated in previously. The suggestions part contains recommendations for the readers who are interested in this topic to study this topic in any other objectives.

3.1. Conclusions

In this study, the researcher has formulated two research problems: 1 which rhetorical figures are used in Nike Sportswear ’ Instagram captions? 2 what are the functions of rhetorical figures in Nike Sportswear ’ Instagram captions? In order to answer these questions, the researcher analyzes the discourse in Nike Sportswear ’s Instagram captions by applying related theories about rhetorical figures. Then the researcher finds that this company uses the figures in their most of Instagram captions. In promoting their products in Instagram, Nike Sportswear develops their captions with 10 of 12 figures that have been conducted by the researcher. The figures are repetition of syllables, sounds, and keywords, synonymy, ellipsis, polysemy, homophony, wordplay, metaphor, personification, simile, and overstatement. As stated by Fumokong, 2016: 118, advertisers use these artful deviations that are catchy, arousing desire, inducing action and contributing towards satisfaction, in order to persuade and engage the readers. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 30 In addition, the researcher also finds that Nike Sportswear uses mostly 3 or more postings to promote one product. The researcher considers these postings are interrelated, since the postings refer to one product. Therefore, for figures of repetition, the researcher also analyze the interrelated postings, since there are some occurrences in this discourse. The occurrences of rhetorical figures are not aimless. There are some reasons that are related to their function as ‘attention-seeking devices’. The researcher separately discusses the function of each figure. The researcher takes 4 major categorizations: figures of repetition, figures of omission, figures of composition, and figures of tropes, to be discussed their functions in promoting products. Figures of repetition function to intensify the exposure and lead the exposure to be more memorable. Then, figures of omission which omits substances in the sentence has function to arouse reader interest by involving the reader in completing the advertisement and these figure also create the sense of informality. Figures of composition are used for engaging emotion and creation and making the advertisement remarkable with humour and witty idea. The mostly used figures, called tropes function to colour the words to create perception bias by making the words more appealing.

3.2. Suggestions

This topic discussion is beneficial for those who want to learn this social phenomena in sociolinguistics perspective. This study is dealing with the discourse in advertisement, which cause a significant effects for people in their PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI