Review of Related Studies

A. Review of Related Studies

In this part, the writer has searched four related studies which more or less have the same theme, analysis, or approach to support this study. Those related studies are taken from undergraduate theses of English Letters Department Sanata Dharma University. The first study is A Style of the Coca-Cola Advertisements and Its Persuasive Effects toward the Readers by Oktadea Herda Pratiwi. Pratiwi analyzes language style used by Coca-Cola advertisements in 125 Years Booklet of the Coca-Cola Company by using stylistic approach. She finds that Coca-Cola advertisement uses several aspect of Stylistics such as graphology, lexis, and syntax to form its slogans. After Pratiwi has categorized language style used on Coca-Cola advertisement, she analyzes how the linguistic features of the language style on the Coca-Cola advertisements create persuasive effects toward young reader who learn English as a foreign language. She uses theory of persuasion to complete the analysis. The similarity between this study and Pratiw i’s study is the approach of the study. Study from Oktadea Herda Pratiwi uses stylistics and persuasive language as the approach. From her study, this study learns how the language features are formed in group of words by using graphological, lexical, and syntactic features. Unlike Pratiwi’s study, this study analyzes language features in the magazine only using lexical and syntactic features. Pratiwi also analyzes the persuasive effect of language styles on the advertisements toward young readers. This study also analyzes about persuasive language that used on the magazine but this study only focus on how the language features conduct persuasive language on the magazine. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI The second study is written by Yoshua Setyo Nugroho Wibowo entitled Linguistic Features in Football Magazine: A Stylistic Analysis on the Club Focus Column in World Soccer Magazine. Wibowo analyzes the language styles by exploring the linguistic features and the element of writing. He also analyzes the possible effects that contributed by the linguistic features toward the readers. He collects the data from the Club Focus column in “World Soccer” magazine. In order to support his data analysis, Wibowo uses stylistic approach. He finds the linguistic features based on their graphological and lexical features. After that he finds out the possible effects of those linguistic features toward the readers. For his conclusion, he stated that the articles on the Club Focus column in World Soccer magazines are written in standard punctuation and capitalization. The articles also use some metaphors and football terms. Therefore, the readers can understand the content of the articles seen from football point of view easily. The study from Yoshua Setyo Nugroho Wibowo also has similarity with this study on the object of the study. Wibowo’s study and this study use magazine as the data. Wibowo analyzes the soccer magazine through graphological and lexical features while this study analyzes fashion magazine through lexical and syntactic features. Nugroho also continues his analysis to know possible effects that contribute by the language features. The third study with the title A Study of Language and Sign in TIME Magazines Front Covers Issued in January to December 2006: Stylistics-Semiotics Approach is written by Felix Suparno. To help his study, Suparno collects the data from TIME magazine front covers issued in January to December 2006. Suparno PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI discusses about the language styles used in TIMEs headlines and the semiotic interpretations of the written texts and the visual objects found in the data. Suparno uses the approach of stylistics and semiotics as groundwork of his study. In the end, he comes to certain findings. The first is that TIME employs certain stylistics devices in its headlines to attract the readers. The second is that TIMEs cover delivers powerful semiotics devices which create certain particular meanings and effect for the readers. He also finds that symbol and icon are prominent types of sign found in TIME magazine front covers. The s imilarity of between this study with Suparno’s study is only on one of the approach. Suparno’s study also uses stylistics approach to analyze the problems but it focuses on grammatical and sound patterns. Besides, Suparno also uses another theory which is semiotics. The rest of the analysis are different. The fourth study is Sisilia Dyah Ayu Retno Kusumawardhani’s study “Language Features of the Slogans on Cheetos Snacks in 1970s-2013”. Kusumawardhani’s study investigates the language style used in Cheetos slogans and persuasive language in Cheetos according to Timothy A. Borchers. She limits the term of language styles into three parts which are phonology, lexis, and syntax. For her data, Kusumawardhani chooses 10 data from Cheetos advertisement from commercial break on television. In her study, Kusumawardhani finds out that Cheetos snacks often used phonological features such as alliteration, consonance, and assonance. Sometimes the advertiser also uses meter and repetition. In lexical features, the slogans use vocabulary to decide the choice of words, proper nouns, and imaginaries. In grammatical structures, she finds that the data use simple sentences and complex sentences. She also concludes that the advertiser applied language intensity, powerful language, language and imagery, and rhetorical figures to attract consumer to but the product. Although this study uses the same approach which are stylistics and persuasive language, this study has different object of study which is a magazine. From the study of Kusumawardhani, this study can learn about the language styles that also have persuasive effect to the readers. This study aims to improve the analysis of those studies above by using the analysis of lexical and syntactic features in Vogue magazine, especially on the View column. Thereafter, the result of the analysis of language features from the magazine will be used to discover how language features on the View column in Vogue magazine are exploited for persuasive purposes.

B. Review of Related Theories