9 4.
Discourse Analysis Discourse analysis is a method used in qualitative research especially in
document analysis study. Discourse analysis focuses on a unit of a language above and beyond a mere accumulation of sound, morpheme, word, clause,
phrase, and sentence Fasold Linton, 2006. Moreover, discourse analysis examines how meanings are constructed through texts at beyond the single
sentence level Cohen, Manion, Morrison, 2011.
10
CHAPTER II REVIEW OF RELATED LITERATURE
This chapter is intended as review of theories and concepts supporting this study to achieve the aims of this research. Moreover, this section presents two
main parts, namely the theoretical description and the theoretical framework. The theoretical description presents theories which are relevant to this research. The
theoretical framework presents main theories used to answer the research questions.
A. Theoretical Description
This section discusses two major theories related to advertisements and rhetorical devices. The advertisement theories discuss magazine as advertisement
media and types of advertisement headline. Moreover, the theories of rhetorical devices discuss types of rhetorical devices and reasons for using them in
advertisements.
1. Magazine as Advertisement Media
An advertisement is a means employed to bring a particular message to public
’s notice. An advertisement is designed to persuade people to act based on what the advertiser wants. This can be seen when a tomboy-sporty girl is not
interested in buying whitening cream, but after seeing the advertisement which shows a happy-young lady smiling with her bright flawless face, the girl changes
her mind and buys the cream Chandor, 1958. Therefore, it can be said that
11 advertisements are made to be persuasive in order to win converts to products,
services, or ideas Arens, 2006. Furthermore, the media used to carry advertisement messages take a vital
connection between companies that manufacture products, ideas, or services and costumers who maybe want to buy them. Thus, Arens 2006 categorizes
advertisement media into five categories. Those categories are printed media, electronic media, digital interactive media, out-of-home-media, and direct mail.
Due to this study uses magazine as the source, the research will pay attention more to printed media.
Printed media refers to paper publications distributed in the form of
physical editions such as magazines and newspapers Arens, 2006. Additionally, magazines give various benefits to advertisers. There are 11 advantages for using
magazine as the advertising media. Those advantages are flexibility, color, authority and believability, permanence, prestige, audience selectivity, cost
efficiency, selling power, reader loyalty, extensive pas-along readership, and merchandising Arens, 2006.
a. Flexibility
Magazines give flexibility to advertisers and audiences. For the advertisers, magazines give flexibility in terms of size, type, placement, length, approach, and
editorial tone. For the audience, magazines give various choices such as teenage or adult magazine, regional or national editions, and male or female magazines
Arens, 2006.
12 b.
Color Magazines give more satisfaction in terms of color. Specifically,
magazines provide more visual pleasure which can effectively attract public’s
attention, since they are more colorful compared to newspapers. Moreover, the color enhances image and identifies the package Arens, 2006.
c. Authority and Believability
Magazines can increase the commercial messages. Even though other media such as television, radio, and newspaper offer information, but the
information they carry is lack of clear knowledge and meaning. Conversely, magazines offer deeper knowledge and deeper meaning Arens, 2006. Since
people can easily believe in what magazine says, therefore, magazine can persuade the readers effortlessly Bovee Arens, 1992.
d. Permanence
Magazines give permanence as the next advantage. This advantage allows the audience to see the advertisements in detail. The appraisal time lets the readers
get more complete information or detailed message from the advertisements Arens, 2006
e. Prestige
For the advertisers, introducing products using well-known magazines can increase selling power of the brand, for example, using TIME, ELLE,
Cosmopolitan , and CHIC magazines. Weilbacher 1984 says magazines are
considered prestigious because of the editorial excellences that typify them and the subscribers that they already have since their first publication.
