The Researcher as a Human Instrument
27 made twenty tables like the first type and divided them into ten tables of lexical
features and ten tables of syntactic features. Those ten lexical features were hyperbole, neologism, weasel word, familiar language, simple vocabulary,
repetition, euphemism, humor, glamorization, and potency. The other 10 features included in syntactic features were short sentence, long noun phrase, ambiguity,
use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. Those features were
based on the theory proposed by Grey 2008 about the linguistic features of advertisements as shown in Table 3.1 below.
Table 3.1 The Hyperbole of Miss Universe’s Version of You C 1000
Advertisements No
Video Hyperbole
1 Natalie Glebova
‟s Version
More work less time
2 Zuleyka Rivera
‟s Version
Stay healthy and fresh
3 Dayana Mendoza
‟s Version
- 4
Stefania Fernandez
‟s Version -
5 Ximena Navarette
‟s Version
More important 6
Leila Lopes
‟ Version
More work less time
7 Olivia Culpo
‟s Version
Stay healthy and fresh
8 Gabriela Isler
‟s Version -
9 Paulina Vega, Dayana Mendoza, and
Olivia Culpo ‟s Version
-
The second question which was related to the use of persuasion techniques was answered by making checklist. The checklist of You C 1000
28 advertisements was made based on the persuasion techniques proposed by
Kleppner 1986 which consists of pioneering stage, competitive stage, and retentive stage as shown in Table 3.2.
Table 3.2 The Checklist of Persuasion Techniques in Miss Universe’s Version
of You C 1000 Advertisements
No Video
Persuasion Techniques Pioneering
Stage Competitive
Stage Retentive
Stage
1 Natalie Glebova
‟s Version
2 Zuleyka Rivera
‟s Version
3 Dayana Mendoza
‟s Version
4 Stefania Fernandez
‟s Version
5 Ximena Navarette
‟s Version
6 Leila Lopes
‟ Version
7 Olivia Culpo
‟s Version
8 Gabriela Isler
‟s Version
9 Paulina Vega, Dayana
Mendoza, and Olivia Culpo ‟s
Version