that are related to the product and a well-known beauty blogger. Three advertorials display picture of the product’s packaging, while the other two
advertorials attach the product’s posters. There are four advertorials that introduce and give information about
product in the first paragraph. Meanwhile, the other four advertorials first paragraphs are giving readers information about problem they might face before
describing the products in the following paragraphs. In these advertorials’ credit titles, the writers’ names are replaced by the
name Sponsor to claim that these articles are not written by Popsugar.com editorial team.
This can be concluded that advertorial has the same component, organization, and arrangement like regular editorial article; it has title on the upper
page, followed by credit title and the date the advertorial was posted, also an image was being put before the text. Only, advertorial specifically mentions the
name of the product brand and give explanation about the product that meant to be promoted. As an annotation, the name of advertorials writers is replaced by
“Sponsor” to inform the readers that the articles are not part of editorials’ work.
2. Lexis
Since advertorial is composed identical with common article, it uses words as well to deliver its main message and idea. There are two features of lexis used
to analyze advertorials. These two features are diction and metaphor. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
a. Diction
Diction is a choice of word employed by the writer to deliver message in the text. Words chosen by the writer has an important role in communicating the
persuasion message in the advertorial. In creating persuasion, certain choice of words as follows are used by the writer of advertorial.
1. Stop Fearing Aging and Start Enjoying It With Restorsea Words in the headline are organized to catch the readers’ attention to read
the advertorial. In this first advertorial, two words which have opposite meaning are intended to use to give the readers an idea about comparison of situation
before and after using the product. Therefore, it aims to make the readers interested to read more about the product information.
Word Definition
Stop verb To cease activity or operation.
Fear verb To feel anxious concern.
Start verb To
begin an
activity or
undertaking. Enjoy verb
To take pleasure or satisfaction in.
Table 1.0 for headline of Stop Fearing Aging and Start Enjoying It With Restorsea
Meanwhile, in the body of advertorial words that can create positive mood in the text are selected by the writer. These words are important because it can
give positive impression from the readers towards the product being promoted. Positive impression can affect the way persuasion message is grasped by the
readers. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Word Definition
Early adv Before the usual or expected
time. Start verb
To begin an activity or
undertaking. Best adj
Most productive of good, or advantage,
utility, or
satisfaction. Improves verb
To enhance value or quality. Reduce verb
To diminish in size, amount, extent, or number.
Natural adj Existing in or produced by
nature; not artificial. Better adj
Of a higher standard or less poor quality; not as bad as
something else.
Table 1.1 for content of Stop Fearing Aging and Start Enjoying It With Restorsea
Words listed above are used to describe product’s quality and function. Words with positive tone are chosen to attain readers’ good impressions about the
product. 2. Five Products to Make Every Day Your Runway
The headline of this advertorial is using the word “runway” to describe readers’ daily life after using the products. Runway is a term used to call a path
used for models to walk in a fashion show. Runway is usually held on a special occasion with total preparation. The models will be dolled up and made up as
flawless as possible from head to toe. The word every day and runway in this advertorial headline shows that the readers can look flawless like models in
runway all day after using this product series. Diction used by the writer for the PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
headline can affect readers’ interest to read and to find more information about the products.
In the body of the text, words with negative tone are used in describing a condition of messy hair to increase women’s insecurity feeling about untidy hair.
The target readers, which are women, are prone to feel insecure about their appearance. Untidy hair, in the other hand, can make a woman look messy and it
can affect their appearance and confidence. Words listed in the Table 1.2 are used to describe problem that can be
solved by the product which is being advertised in the first paragraph. Negative words are chosen by the writer in order to raise readers’ awareness about ‘bad hair
day’ as well as to grasp readers’ attention to read the advertorial further. Meanwhile, words with positive tone below are used in the advertorial to
describe the product being advertised that can solve hair problem:
Word Definition
Available adjective Present or ready for immediate use.
Affordable verb To be able to bear the cost of.
Genius noun For somethingfor doing something a
special skill or ability. Revolutionary adjective
Constituting or bringing about a major or fundamental change.
Fabulous adjective Very great.
Perfect adjective Being entirely without fault or defect.
Clean adjective Not dirty.
Resistant adjective Not damage by the thing mentioned.
Help verb To make it easier or possible for
somebody to do something by doing something for them or by giving them
something that they need.
Prevent verb To stop something from happening.
Fashionably adverb Conforming to the custom, fashion, or
established mode. Precise adjective
Clear and accurate. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Du jour adjective Popular, fashionable, or prominent at
particular time. Lasting verb
To continue in existence or action as long as or longer than something.
Table 1.3 for content of Five Products to Make Every Day Your Runway
Positive tone words are used in describing product’s quality and function. The result after using the product also describe with words in positive tone. These
words are chosen in order to make readers’ interested to buy and to try the product.
3. 5 Skincare Tips to Safe and Happy Summer Tips article are written to give readers’ instruction andor suggestion to do
something. Here in this article, persuasion hides behind tips and tricks article that written to influence the readers to do steps by steps which are suggested by the
writer. Words are functioned as instructions that persuade readers to do things as suggested by the writer.
First is the use of words “safe”, “happy”, and “summer” in the headline. Summer season is a condition when the weather gets dry and humid since the sun
usually shines brighter than other seasons. This condition can make skin dry and get burned. The use of words “safe” and “happy” to describe summer season in
the headline attract readers interest to find out the way to still have moisturized and healthy skin in that dry weather. The headline then leads the readers to read
the advertorial. In the body text, negative tone words are chosen in introducing the
problem and solution. For instance, the writer use negative tone word “crazy” to PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
