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language, spoken or written, enact social and cultural perspectives and identities Gee, 2011, p. 1. This method can be applied to analyze the discourse in
advertising, political speech, journalistic texts, or many others. In language research, it is mostly applied in linguistics. Gee 2011 defines discourse analysis
as a study of language-in-use on the society. It has many approaches, such as contents of discourse, themes of discourse, or many other concerns p. 8. Then, in
this pragmatic study, the concerns were the content and the function of discourse in advertising context.
In this research, the data was in the form of written discourse. The data dealt with the Instagram captions of Nike Sportswear, which mostly contained
advertisement discourses. The researcher gathered from the postings of nikesportswear Nike Sportswear
’s Instagram account on 2016 280 captions. The consideration was the study was conducted in 2017; therefore the data was
the current discourse of Nike Sportswear. Consequently, the data of this research was considered up-to-date and reliable. Moreover, it was also accessible to get the
data from their Instagram. The sample of the advertisement can be seen in Appendix A.3 p. 36.
Table 1.1 was used to analyze the rhetorical figures, which occurred in nikesportswear. There were 12 rhetorical figures used in this research. They are
repetition of sounds, syllables, and keywords, enumeration, synonymy, ellipsis, preterition, polysemy, homophony, wordplay, metaphor, personification, simile,
and overstatement. These figures were used in this research, since they were PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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considered as the mostly used figures in advertising as stated by Vaičenonienė
2006 in her research. Then, the findings were validated by experts.
Table 1.1 Observation Table of Rhetorical Figures No
Rhetorical Figure Caption
Reason
1 Repetition Of
Sounds, Syllables, And Keywords
6 …the men’s Air Force 1 in the ‘Pivot Pack’ receives….
7 … with a new midsole stripe and star branding in the Pivot
collection. Nike Air Force 1 …
…
2 Enumeration
… …
… … …
…
After the data had been collected and analyzed, the researcher then looked for the function of the rhetorical device occurrences, in order to answer the second
research question. Revealing the functions, the data were used to know the reasons Nike Sportswear used rhetorical figures in their Instagram captions. Then,
the findings were reported in discussion section. Conclusions and suggestions are also provided in Chapter III, in order to sum up the findings and explain the
benefits of this study for the readers. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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CHAPTER II DISCUSSION
CHAPTER II DISCUSSION
This chapter consists of review of related theories and discussion. Review of related theories section presents supporting theories used in this study. Then,
the second section is discussion which presents the findings of the study.
2.1. Review of Related Theories
In this section, the researcher provides four major theories which are related to the study: advertisement in social media, Instagram, rhetorical figures in
advertising, and discourse analysis. The correlation of the theories and the study is also provided in order to make the reader draw a line between them easily.
2.1.1. Advertisement in Social Media
Keegan 2003 defines advertisement as a sponsored paid communication placed in mass media p. 135. Advertisement appears in many mass media, such
as television, magazine, poster, radio, and many more. According to Goddard 2002, the purpose of advertising is not just about the commercial promotion of
branded products, but can also encompass the idea of texts that can enhance the image of an individual, group or organization p. 10. Goddard also mentions that
advertisement is also called as ‘attention-seeking devices’ p. 11. People’s
interest is the main target of advertising; therefore, advertisers applies many strategies, in order to get attention from people.
Since the technology has developed, advertisers use online-media to promote their product, such as website, social media, smartphone apps, and many
8
more. Social media are quite popular among people and companies. These media are designed to help people and companies establish social presence and inform
others about their products and services Kennedy, 2016. This social virtual environment is preferable by most companies to promote their brand and products.
Tuten 2008 explains that there are three reason of using social media to advertise products
: 1 the statics of consumers’ responses is measureable, 2 consumers spend a lot of time in their social media, and 3 technology-driven of
social media supports the engagement opportunities between the advertisers and consumers pp. 10-11.
2.1.2. Caption in Instagram
Instagram is one most popular and effective social medium for advertising today. It is an online mobile photo-sharing site that allows its users to share
pictures and videos either publicly or privately on the application Kennedy, 2016. Instagram postings can be linked to other social media, such as Facebook
and Twitter. Therefore, the users from other social media can see the postings that have been posted in Instagram. In advertising, this eases the promotion process,
since the message can deliver effectively. In every advertisement, there should be interaction between the costumer
and the advertiser, which is called discourse. Discourse is seen as a communication that involves many elements interacted in coherence Cook, 2001,
p. 5. In Instagram, caption is a text that aims to explain the photo or video posted and engage the Instagram users from language aspect. Caption is a textual
discourse describing the photos or videos. Even though Instagram is an PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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application that mostly uses image as their main discourse, caption can turn into a potential discourse element to communicate with million users with a persuasive
language that can urge them to make a purchase over a product. Figure 2.1 shows the example of posting in Instagram.
Figure 2.1 Example of Instagram Posting
2.1.3. Rhetorical Figures in Advertisement
Rhetorical figures in advertisement have been used by many advertiser, since advertisements should be attractive and persuasive. According Mulholland
1994, rhetorical figures have developed using sociological, psychological, and language studies to enhance the rhetorical enterprise; the idea is creating an
atmosphere of good communication to inform the people about one product. Therefore, advertiser use the artful deviation that is catchy, arousing desire,
inducing action and contributing towards satisfaction Fumokong, 2016, p. 118. There are two figure classifications in order to promote product using
rhetorical figures. Mulholland 1994 classifies the rhetorical figures into two
Photo Video Illustration
Caption
10
main classifications; they are grammatical arrangements called schemes, and the selection of words and ideas called tropes. Each classification has different
strategy that will be explained further as following.
2.1.3.1. Schemes
Mulholland 1994 and Corbett 1990 define schemes as figures of speech that deals with deviation of word arrangements. They can be found in the syntax,
sound, and letter of words in advertisements. According to Koženiauskienė,
schemes can be divided into three figures, namely repetition, omission, composition
as citied in Vaičenonienė, 2006.
2.1.3.1.1. Repetition
According to Vaičenonienė 2006, figures of repetition are defined as figures that reoccur a substance in advertisement more than one more times.
Therefore, it creates a high emotional and expressive value. Fahnestock 2011 explains that it happens because this figure intensify words, in order to lead a
greater memorability of advertisements pp. 52-53. Having ability to intensify, repetition on stimulus can increase reader’s attention to one product.
Intensifications can recall the selling power words in advertisement. Since memory for an advertisement is frequently very low after one exposure,
advertisers often repeat the message to build a sufficiently elaborate memory to facilitate retrieval Hawkins Mothersbaugh, 2013. However, this
intensification is not always effective, since, according to Hawkins and Mothersbaugh, the repetition can bore the readers in certain intensity of exposure.
11 Vaičenonienė divides repetition figures into three kinds of figure:
repetition of sounds, syllables and keywords; enumeration; and synonymy. Repetition of sounds, syllables and keywords creates the aesthetic effect that
causes emotional appeals, and it can ‘hammer’ down the content.
Example [1]: Motoshine. Motorola. Intelligence everywhere. repetition of sound
syllable
[2]: Maximum clean. Maximum control. Maximum antidandruff-
protection. keyword Enumeration is a repetition by summarizing positive or negative values to create
the illusion of quality and superiority. Meanwhile, synonymy is a repetition of positive or evaluative description to create the illusion of quality, superiority, and
prestige.
Example [3]: Dinner party. House party. Disco party. The Disaronno Sour adds
a new twist to being out or just being. enumeration
[4]: The 1st high-intensity permanent
1
colour with micro-minerals and
ultimate-staying power
2
. 100 intense
1
. 100 long-lasting
2
. synonymy
2.1.3.1.2. Omission
Figures of omission are contrasted with figures of repetition as they avoid ambiguity and aim at an intentional omission of words and phrases
Vaičenonienė, 2006. The omission of words and phrases are exciting for some people. This
attracts the addressee’s attention to the missing elements and arouses interest and emotions Sengupta Gorn, 2002. They explains that self-generation effect has
direct implications for incomplete element omission in one advertisement. Further, Hawkins and Mothersbaugh 2013, omission requires the involvement readers,
that increases recalling effects of advertisement. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
