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advertisements. They need advertisements as a means to introduce and promote their products or services.
This study analyzes the language features used in the bank advertisements in The Economist magazine. A language feature is one aspect to make an
advertisement. According to Verdonk 2002, there are four aspects to analyze the language features. They are graphology, phonology, lexis, and syntax. In this
study, the focus of the language features analyzed here are about the lexis and syntax grammatical structures.
B. Problem Formulations
There are two questions in this study which are used to analyze the data. The questions are as follows:
1. What language features are employed in bank advertisements in The
Economist magazine? 2.
What are the functions of the language features in the bank advertisements in The Economist magazine?
C. Objectives of the Study
Regarding the research problems that have been formulated, the first problem of this study aims to find out what form of language features which are
mostly used in the bank advertisements in The Economist magazine. The language features which will be analyzed are the lexical features and grammatical features.
The analysis focuses on the words, phrases, or sentences in the bank advertisements in The Economist magazine. The second problem will answer the
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functions of using language features in the bank advertisements in The Economist magazine and the functions of using them in the advertisements.
To support the answers of the two problems formulated in this research, the theory by Verdonk is used. In this book, the language features are specified
into four aspects, they are graphology, phonology, lexis and syntax. In this study, the focus of the language features be analyzed here are about the lexis and syntax
grammatical structures. Some previous related study also used to support the analysis of this study.
D. Definition of Terms
To avoid misunderstanding and misleading interpretation, it is important to know the definition of terms that used in this study. Some terms which are used in
this study are explained as follow: Language features are the elements of any kinds of communication either
in written or spoken. Language features can be in many variations and categories according to the subjects and context which will be analyzed. This study provides
theory of language features from Verdonk 2002. According to Verdonk, the language features specify into four aspects, they are graphology, phonology, lexis
and syntax. Stylistics is one of the study branches in linguistics. Verdonk defined that
stylistics is “the analysis of distinctive expression in language and the description of its purpose and effect” 2002: 4. Stylistics studies the style in language. Style
in language is a set of conscious or unconscious choices expression, which explores how readers interact with the language of mainly literary texts in order
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to explain how people understand, and are affected by texts when people read them. Stylistics is the scientific study of style, which can be viewed in several
ways. Stylistic analysis is generally concerned with the uniqueness of a text; that is, what it is that is peculiar to the uses of language in a literary text for delivering
the message. An advertisement is a commercial promotion whose product is being
presented as desirable for people to buy Goddard, 1998: 5. Mostly people know products or services from the advertisements. Advertisements contain different
and unique language style in order to attract the customers using their product or service.
A magazine is a printed collection of a texts essays, articles, stories, poems, often illustrated, that is produced at regular intervals Kuiper, 1995: 712.
It is a kind publication and it contains a lot of advertisements. There are several types and kinds of magazines according to the companies which produce the
products or services. Bank is an institution offering certain financial services, such as the
safekeeping of money, conversion of domestic into and from foreign currencies, lending of money at interest, and acceptance of bills of exchange Latumaerissa,
2012: 135
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CHAPTER II REVIEW OF LITERATURE
