Problem Formulation Objectives of the Study

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CHAPTER II REVIEW OF LITERATURE

A. Review of Related Studies

The first related study is taken from Tatjana Dubovičienė and Pavel Skorupa‘s 2014 entitled The Analysis of Some Stylistic Features of English Advertising Slogans . The approach used is stylistics. In the journal, they define and explain the meaning of advertising slogan and its characteristics. They also identify and analyze some stylistic features used within English advertising slogans of the world‘s famous brands. Afterward, they evaluate the frequency of the use of the stylistic features in slogans and identify the most common stylistic devices used in English advertising slogans. They take printed advertising as the object of the study which is observed from the linguistic perspective. The concern of the journal is the language and rhetorical devices used within the advertising, such as figurative languages, sound techniques, and also rhetorical devices. Afterward, they reach several findings. Firstly, they define the advertising slogan as a short catchy phrase related to a specific brand defines. It presents and helps the customers remember the key concepts of a brand or advertising campaign. Moreover, they also find out that most of the advertising slogans contain pun figurative languages, alliteration sound techniques, and repetition rhetorical devices. As the researcher reads the journal, there are similarities and differences between Dubovičienė and Skorupa‘s journal and the current study. Firstly, it is the object of the study. The data of the current study are Wendy’s taglines while Dubovičienė and Skorupa‘s journal‘s data are printed advertisements. From the object of the study, however, there is also similarity which is the concern. Both studies analyze the language and rhetorical devices within advertisements. Thus, the journal gives several contributions, such as theories of stylistics and also stages of how to analyze taglines. The succeeding related study is from Marlin Evi Priantini‘s undergraduate thesis entitled Rhetorical Devices in ELLE Magazine Advertisements 2015. The object of study in the undergraduate thesis is English advertisements ‘ headlines in ELLE magazines issued from January until December 2014. There are two main problems to analyze, namely types of rhetorical devices used in English advertisements ‘ headlines in ELLE magazines issued from January until December 2014 and reason for using rhetorical devices in the English advertisement s‘ headlines found in ELLE magazine issued from January until December 2014. The approach used is discourse analysis. After analyzing the data, Priantini finds that there are 21 types of rhetorical devices used in ELLE magazine advertisements. There are also four reasons for using the rhetorical devices in the advertisements, namely giving persuasive quality, gaining attention, easing the message process, and leading to greater memorability and recall. The difference between Priantini‘s undergraduate thesis and the current study is the object of the study. The current study chooses Wendy’s taglines as the object. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI