Conclusions CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS

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CHAPTER V CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS

Based on the research findings discussed in the previous chapter, some conclusions have been drawn and presented in this chapter. There are also some suggestions related to the topic for the English lecturers, English learners, advertisers, and those who may be interested to do similar research.

A. Conclusions

The advertising language has its own uniqueness to be analyzed, especially the linguistic features which appear along advertisements. The other two elements of advertisement which are also interesting are the persuasion techniques and the power relation used in advertisements. The subjects of this research are 10 Magnum advertisements which were chosen from the year 1992 version to year 2013 version. The researcher used document analysis to analyze the transcript of those advertisements. This research only dealt with the utterances of the speakers in Magnum advertisements. The linguistic features of Magnum advertisements were analyzed based on Grey‟s theory 2008. Magnum advertisements only had 36 of the whole lexical features and 39 of the whole syntactic features. The speakers presented simple language of advertising to advertise Magnum. Therefore, the researcher only found a few features which appeared in Magnum advertisements. Based on the lexical features of advertisements proposed by Grey 2008, Magnum advertisements did not have neologism, repetition, and humor features. They had weasel words, familiar language, euphemisms, glamorization, and potency features although they are only 50 or less. All of Magnum advertisements used simple vocabulary and most of them used hyperbole to exaggerate Magnum ice cream . According to Grey‟s theory 2008 about the syntactic features of advertisements, Magnum advertisements lacked ambiguity, simple and colloquial language, and syntactic parallelism features. The majority of Magnum advertisements used short sentences, long noun phrases, present tense, and incomplete sentences features. The other features which they had in the minority were the use of imperatives, association, and ellipsis features. Kleppner‟s theory 1986 of the kinds of persuasion technique was used to analyze Magnum advertisements ‟ persuasion techniques. There were six Magnum advertisements which used retentive stage of persuasion technique to keep people‟s attention towards the existent products. The others advertisements used pioneering stage because the purpose of the advertisements was to introduce the new product of Magnum to the consumers. The theory of power relation proposed by French and Raven 1959 showed how the power between companies and consumers could be categorized into some kinds of power relation. Most of magnum advertisements had the expert power because the advertisers emphasized the product description and assume that they were the only one who knew about the product. The referent power appeared in the two Magnum advertisements. They presented famous public figures to influence people to consume Magnum as what those people did. The two other Magnum advertisements built the legitimate power upon the advertisements to suggest people to do something related to the products. In brief, Magn um advertisements‟ simplicity affected the use of linguistic features in their utterances. That simplicity did not require many linguistic features of linguistic. Therefore, Magnum advertisements only had a few linguistic features. The purpose of Magnum advertisements also influenced the use of persuasion techniques. There were only two purposes of those advertisements. They were to introduce the new product of Magnum, which used the pioneering stage and to keep the consumers‟ attention upon the existing product of Magnum, which used the retentive stage. The power relation which was built between the companies and the consumers of Magnum advertisements consisted of three kinds of power relation, namely the legitimate power, the referent power, and the expert power. It dealt with how the advertisers presented the product through the advertisements.

B. Implications