proximity to each other. Example: dignity and discipline iii. Antithesis is the use of contrasting ideas in the same sentence.
Example: nineteen sixty-three is not an end, but a beginning iv. Repetition involves restating a key word or phrase to reinforce the point being
made. Borchers, 2005: 189
The use of several aspects of rhetorical figures can emphasize a message of a speech. It gives big impacts for the audiences who see or hear slogans containing parallelism,
alliteration antithesis, and repetition. e. Metaphor
Persuaders often used metaphors to compare things apparently different yet have something in common. Sopory and Dillard 2002 on Borchers‟ book also
examined the impact of metaphor used on persuader‟s credibility Borchers, 2005: 190-191.
C. Theoretical Framework
Two main problems are going to be analyzed in this research. Those points concern on the stylistics processes in Coca-
Cola‟s slogans and the persuasive effects of those slogans towards the readers. Some theories are needed to help in analyzing
the points. The first problem needs the theory of language and the theory of stylistics. Those
theories provide an explanation to what actually the language is that can help to identify the styles of language in Coca-
Cola‟s slogans. In addition, the theories contribute in determining the use of certain language styles and resulted in finding the
characteristics of Coca- Cola‟s slogans.
The theories of advertisement and persuasion are used to answer the second problem. The theory of advertisement is used to prove that advertisement uses certain
language styles in delivering their message towards the readers of their products. The theory of persuasion, then, is used to strengthen the idea of the creation of persuasive
effects within the advertisement aimed for the readers. The theory of language, stylistics, advertisement, and persuasion are contributory to present the findings in a
definite form and finally lead to a conclusion.
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CHAPTER III METHODOLOGY
This chapter discuss about the methodology that will be used in doing the research. The way the research is done, such as object of the study, approach of the
study, method of the study, and research procedure will be explained. Those things will be explained as follow.
A. Object of the Study
This research deals with the application of language styles and the effect of its persuasive effect of Coca-Cola slogans as seen in Coca-
Cola‟s advertisements. Therefore, the object of the study must be Coca-
Cola‟s advertisements. Coca-Cola is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred as
Coke. It was originally intended as a patent medicine when John Pemberton invented it in the late 19th century. Then, a businessman named Asa Griggs Candler, bought
Coca-Cola and made a marketing tactics which led Coke to its dominance of the soft- drink market‟s world along the 20th century. Throughout the years, the slogans used
to advertise Coca-Cola have reflected not only the brand, but also the times. Slogans provide a simple and direct way to communicate about Coca-Cola. According to
Coca-C ola‟s official homepage, during 1886-2009 Coca-Cola had published 47
slogans http:www.coca-colacompany.comstoriescoke-lore-slogans.
