To Create the Sense of Informality

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 31 daily lives. In English Language Education Study Program of Sanata Dharma University, lecturers and students, who are interested in learning sociolinguistics, are expected to use this research for learning or teaching material. For instance, in sociolinguistic course, this study is a good example that language can be applied in this kind of discourse. This research is also expected to be beneficial for advertisers. Learning this research, people and other advertisers will be acknowledged about the role of language in the advertisement. They can whether implement this in their own advertisements or become more noticed about this discourse when they buy or sell products. Since there are many companies and groups who are competing to promote their products, this study also provides many ways of promotion using language that might give fresh air for the readers.