34 According to the types of headline depending on the advertising strategy,
the advertisements could be classified into five types. The classification could be seen in table 4.1.
Table 4.1 The Advertisements Classification by the Advertising Strategy
No Type
Numbers Percentage
1. Provocative
31 48,4
2. NewsInformation
14 21,9
3. No headline
10 15,6
4. Benefit
5 7,8
5. Command
3 4,7
6. Question
1 1,6
TOTAL 64
100
1. Benefit
The headline tends to make a direct promise to the reader that experiencing the utility of the product or service will be rewarding. It can be
simple statements of the product’s most important benefit. The researcher discovered five advertisements expressing benefit headlines. The list of the
headlines classification is presented in Appendix A on page 63. These following headlines are the example headlines classified based on
the benefit.
[1]
[2]
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35
[3]
[4]
Those headlines were classified as benefit headlines because those headlines provide the most important benefit of the product. Those headlines also
employed some power words to attract the readers, such as first in example [1], now, over
in example [2], performance, prestige, and passion in example [3], precision
and perfection in example [4]. The example [1] tries to introduce the newest feature of the product. The
headline provides information indirectly that the feature gives the benefit. The word
“disengagement” emphasizes making two things become separate from each other. It means that the features can work well because the features are
separated. The features maximize the mechanism. The example [2] persuades the readers by providing the information that the product has been existed for two
centuries. It indirectly creates the readers’ mindset that the product has survived
across the time due to its good qualities. It is also clear that the headline associates with the good experiencing. The example [3] provides the most important benefit
in a simple sentence. The headline also informs the readers about the benefits of the product directly. The example [4] provides the most important benefit in the
simple sentence. The headline informs the readers that experiencing the utility of the product will be rewarding. The
“Precision. Perfection” in the headline presented is clearly associated with the good experiencing. It emphasizes the
benefit after wearing the watch.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
36 The other expression of persuasive languages in watch advertisements
headline is using speech acts. As cited by Cutting 2002: 16, Searle 1976 has also classified the speech acts in the following macro-class. They are declarations,
representatives, commissives, directives, an d expressives. According to Searle’s
theory 1976, all headlines have functions more than a mere statement or a declaration. Thus, the headlines are statements announced by the communicator.
The list of the headlines function is presented in Appendix B on page 75.
According to Curse 2000: 337, a sentence in declarative form can have a wide range of illocutionary force.
Figure 4.1 ROLEX Taken from Newsweek October 17, 2005
The headline in the figure 4.1 can function to inform someone of the fact, to ask whether it is true as a promise, or a threat, or a command, even congratulation.
The researcher presented four advertisements. The headlines in the example [1], [2], [3], and [4] have a function as a direct commissive promising the
benefit of the product. Then, the example [1] functions as a direct representative claiming. The word
“first” emphasizes that the product is coming before all others. The example [1] also functions as a direct representative describing. The
headline describes the chronograph of the watch. Moreover, the example [1]
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
37 functions as indirect directive suggesting. The sentence
“It doesn’t just sound complicated
” emphasizes that the advertisement suggests the readers to wear it. The example [2] functions as a direct representatives claiming. The
headline claims that the product has existed for over two centuries. The example [2] gives a description about the product to convince the readers. The example [2]
also functions as an indirect commissive promising. The headline tries to persuade the readers by promising the readers that the product has good qualities. The
“over” associates with the good quality. The example [3] functions as a direct representative claiming. The
headline also functions as a direct representative describing. The headline describes the quality of the product. Moreover, the headline functions as a direct
commissive offering. The headline tries to persuade the readers by offering some qualities of the product. The words
“performance, prestige, passion” associate with quality.
The example [4] functions as a direct representative describing. The headline describes the quality of the product. The headline also functions as a
direct representative claiming. Moreover, the headline has a function as a direct co
mmissive offering. The headline attracts the readers by offering the product’s quality. The words
“precision, perfection” associate with quality.
2. NewsInformation
