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CHAPTER V CONCLUSION
This chapter summarizes and concludes the analysis in this research. The process of analysis aims to find out the answer of two problems. The first one is to
find language features used in the beauty advertorials. The second one is to discover how persuasion in beauty advertorials reflected through language features.
There are four language features used in the advertorials which are text organization, lexis, phonology, and typography. All advertorials in Popsugar.com
have the same text organization; title, credit title, share button connected to Facebook, image, and text are arranged consecutively. In using lexis or words,
advertorials contain two lexical features, namely diction and metaphor. The writer’s choice of word helps the title looks fascinating to grasp readers’ attentions. The use of
positive words in the body text helps build positive impression toward the product, meanwhile negative word affect readers’ perception about problems and lead them to
seek for solutions. Metaphor, another feature of lexis is used in the advertorial to emphasize messages as well as to arouse readers’ emotion and feeling. Phonological
features are applied in the title of few advertorials to make them sounds captivating. There is one advertorial that uses repetition of an initial consonant or alliteration in
the title and there are two advertorial that used repetition of same or similar vowel sounds or assonance in the title. Looking at the typography, it is discovered that this
language feature is used because font type, size, and style can influence the readers’ comfort while reading the advertorial.
Persuasion in advertorial is reflected through the words. Lexis or word purpose in persuasion are divided into three dimensions which are the functional
dimension, the semantic dimension, and the metaphor in persuasion. In the functional dimension, a word is used to strengthen the readers’ feeling about skin problem,
product quality, and product function, thus the message can be delivered easily. In the semantic dimension, a word used in the advertorial can have more than one meaning
depend on the concept and the context. The way writer chooses certain meaning of a word and combines it with other word in a sentence or a paragraph shows the writer’s
intention in explaining product function. The meaning which is constructed also to build persuasion toward the advertorial. At last, metaphor in persuasion is used to
evoke readers’ imaginations through figurative language. The analysis process of this thesis has made the researcher understand that in
advertorial language has a power in forming persuasion. Language features are used and are combined in a way to make the advertorial interesting to read. Persuasive
message is not directly served in advertorial, but it is disguised behind words chosen by the writers supported by other language features. This way makes language
features reflecting persuasive message of advertorials. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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