Diction Register analysis in english movie advertisements of www.21 cineplex.com (a sociolinguistics study)

According to Keraf 2004: 24, choice of words or diction is the ability to differentiate the meaning of ideas and to find out word which is proper with the situation, condition and feeling of the hearer. Meanwhile, in www.wikipedia.com , it states that diction, in its original, primary meaning, refers to the writers or the speakers distinctive vocabulary choices and style of expression. Diction has multiple concerns; register — words being either formal or informal in social context — is foremost http:en.wikipedia.orgwikiDiction. In advertisement, the advertiser should know the consumers well. It means he or she knows for whom the advertisement is dedicated. Therefore, the diction plays important role in advertisement to attract the consumers since the purpose of advertisement is to influence the consumers to use or buy the product Sudiana, 1986: 12 From those explanations above, it can be noticed that movie advertisement needs an interesting and attractive diction, because the success of a movie is mostly influenced by its advertisement. The consumers who are curious toward the movie advertisement will go to the cinema to ascertain it by watching the movie. The followings are the example of how diction has important role in movie advertisement. Picture 1 www.imdb.comquarantine_poster.html 1 No details. No witnesses. No evidence. Until now. Contain The Truth. „Quarantine’ Movie Advertisement December 2008 Picture 2 www.imdb.commadagscar2_poster.html 2 Move It, Move It, You got to move it move it „Madagascar 2’ Movie Advertisement January 2009 From those examples above, it can be clearly seen that word choice of movie advertisement has useful function to attract the consumers of film. In the first advertisement, there are obvious and challenging expressions; such as no details, no witnesses, no evidence, until now. By choosing those phrases and the repetitions of ‘no’, this movie seems contain the cruelty scenes. People who like horror movie will not miss it. On the other hand, the second advertisement uses different diction which is simple enough and it offers the humor. The theme of story which tells about the animal’s adventure let the consumers engross into the animal’s cheerfulness.

G. Stylistic and Style

G.1 Stylistic The term of style is different from stylistic. In analyzing the language style, it requires a particular approach called as stylistic. Stylistic is the study of the use of language style. In Kamus Linguistik , Kridalaksana states that the term stylistic means 1 Study of language used in literature, interdisciplinary science between linguistic and literature 2 Linguistic application on language style in literature 2001: 202. Meanwhile, Turner in Lyons, 1981 states, “Stylistics is the part of linguistics which concentrates on variation in the use of language often, but not exclusively, with a special attention to the most conscious and complex uses of language in literature” 1977: 614. Further, he argues “Stylistics means the study of style with suggestion from the form of the word, of a scientific or at least a methodical study.” 1977: 615 From the definitions above, stylistics does not only mean of the study of language style in literature but also style in linguistic. The conclusion is in line with what has been written in www.wikipedia.com , ‘Stylistic is the study of varieties of language whose properties position that language in context. For example, the language of advertising, politics, religion, individual authors, etc ’. httpwww.wikipedia.comstylistic G.2 Style Style is a kind of language varieties. Keraf 2004: 113 explains that style or language style is considered as the way to show the mind through particular language which expresses soul and character. Moreover, he classifies style into several ways, such as: a Style based on diction; formal, informal and conversational 2004: 117 b Style based on intonation; high, middle, and low ibid: 121 c Style based on sentence structure: climax, anti-climax, parallelism, anti- thesis, and repetition ibid: 124 d Style based on direct and indirect meaning: rhetorical and figurative ibid: 130 In addition, Soepomo in Chaer and Agustina, 2004: 71 classifies language style into three parts; rhetorical, formal and informal. Rhetorical is used for rhetoric circumstances which have high aesthetics. Meanwhile, formal and informal is related to situation where the language is used.