Pioneering Stage Competitive Stage

21 Thus, most advertisements try to be persuasive, although some advertisements are intended merely to inform, not to persuade. Therefore, the brief explanation of some related theories of this research have been mentioned in this chapter. Based on the theoretical description, the researcher wraps up the appropriate theories to accomplish the objectives of this research. There are two major theories which are used to answer the formulated research questions. Those are the language style of advertisements and the persuasion techniques. To answer the first research question, related to the use of certain linguistic features of advertisements, the researcher analyzes the language style of advertising based on Grey‟s theory 2008. There are two parts of language style in advertisements. The first part is the lexical features that deal with the lexical items or the use of words. They consist of hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor, glamorization, and potency. The other part is the syntactic features which deal with the grammatical properties. Those consist of short sentence, long noun phrase, and ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. The researcher analyzes the utterances of vitamin drink advertisements and then classifies them to the characteristics of advertisement linguistic features proposed by Grey 2008. The main reason why researcher chooses the theory of Grey is because there is specific description on the characteristics of advertisement language. Different from other theories of the advertising language, Grey‟s theory 22 2008 provides the classification on the lexical features and the syntactic features. The second research question which is related to the use of persuasion techniques is answered by identifying each vitamin drink advertisement based on the theory of three persuasion techniques proposed by Kleppner 1986. They are pioneering stage, competitive stage, and retentive stage. The main reason why the researcher uses Kleppner‟s theory 1986 is because it has clearer types of persuasion techniques to be used to classify vitamin drink advertisements. Kleppner 1986 distinguishes the persuasion techniques clearly based on the marketing situation and human characteristics. Therefore, the researcher is clearly able to categorize vitamin drink advertisements into the types of persuasion techniques by using checklist which is used in vitamin drink advertisements based on Kleppner‟s theory 1986.