Review of Related Studies

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B. Review of Related Studies

There are several studies that are related to the topic of this research. Those studies are similar in some ways to this research, and the researcher finds them helpful to support this research. The first related study is “Stylistic Analysis of the Magazine Advertisement: Atkins Chocolate Chip Granola Bar”, written by Min Li 2009. The study aims to analyze the language style of specified advertisements based on the linguistic description, textual analysis, and contextual analysis aspects p. 63. Some parts of the three aspects used in the particular study are similar to this research, therefore they are used as references that help the researcher understands the concept of language features and text and context. The second related study is “An Analysis on the Language Style of Utterances in Magnum Advertisements”, written by Permatasari 2014. The related study focuses on analyzing the language style of Magnum advertisements and the power relation they have based on the language features such as lexical features and syntactical features. Those two features are used as the ground in categorizing and conducting the data analysis. It is a reference for this research, which uses three categories of language features based on different theories. While Permatasari uses Grey’s theory of language style of advertisement, this research uses Carter’s et al. and Halliday’s theory of language features of discourse, which are applied to advertisement. The particular study’s subject is similar to this research, the commercial videos that are transcribed for the data analysis. While the Magnum advertisements are taken from international television commercials that use English as the main language of its native, Kopiko 26 advertisements are taken from Indonesia and the Philippines, where the commercials use English as either the main language or second language. The research procedure of the study by Permatasari is used as a reference for this research since it has similar data and categories for the analysis process.

C. Theoretical Framework