Problem Formulation Objectives of the Study

Other studies used as a reference for this research is also a thesis entitled “A Study on Language Style in Airline Advertisements in “Time” Magazine” done by Ganis Widyapsasmi. This research aims to find out what language styles are used in the texts and what the significant towards the styles. This research is limited only on figurative and literal styles of language. The result of this research is that the figurative language style is used in the texts more than literal one and its significant is it can arouse the readers’ curiosity towards the products. The last studies used as a reference is a thesis entitled “The Study of Language Power in Persuasive Message as Seen in Airline Advertising of Newsweek Magazines Issued from January – December 1999” by Caecilia Krismariana Widyaningsih. The aims of this research is to find out what the technique of speech act used in creating persuasive message, how the use of such style applied in the texts able to influence the readers, and how the words and phrases are arranged to create persuasive effects to the readers. The findings of this research are figurative language is the technique used in creating persuasive message and it can imply persuasion because it is created by the arrangements that related to the cooperative principle. These three studies have particular things in common with this thesis. The first similarity is the object of the study which is taken from magazine. The second one is the theory used which is language features and persuasion, these theories will be applied also in this thesis. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI However, the present thesis still has few things that can make it different from the related studies. The researcher takes the object of the study from an online source, a web-based magazine, Popsugar.com, which is different from the studies above that use printed sources. Furthermore, the topic of the data used in this research is also diverse due to the fact that this thesis uses beauty advertorials as an object of the study. Thus, this thesis is made to develop the previous studies in linguistics using a new kind of text.

B. Review of Related Theories 1. Theory of Advertorial

To promote its products to the consumers, an advertisement is usually used by the company as a medium since the purpose of advertisement is to increase consumption of some products, or in a simpler way, to sell some products. Roderick White, the author of Advertising: what it is and how to do it describes advertisement as “all part of the way in which a company presents itself to the public and calls attention to what it has to sell.” White, 1988:2. An advertisement can be presented in any possible way of mass media; it can be in a form of video in television, sound in radio, picture or usually called as poster, and words or usually be defined as advertorial. An advertorial itself is “any form of paid editorial material that has been written, designed, and executed so as to resemble a news story, editorial or other content.” Sterling, 2009:25. Therefore it can be said that advertorial is an advertisement which is packaged in a writing form for editorial purpose. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI