this product is produced with an advanced and newest technology which makes it function better and faster.
Besides positive tone words, there is one adjective and one adverb with negative tone which are used to describe problems to be solved by the products.
The adjective is “bad” and the adverb is “horribly” which show negative effect from the problem. The readers awareness about messy hair that can ruin their
looks is created by the word “bad”. The writers also persuade the readers to not be satisfied with ordinary look by using the word “horribly” to explain problem
usually faced by women. Negative tone words are used by the writers to strengthen readers apprehention about how they look.
By looking at the analysis result, it can be concluded that lexis or word has function to persuade readers through strengthening their feelings. This method
makes the advertorials feel personal for the readers since they are discussing problem they faced as well as the solution, hence the persuasion served
effectively. In using this method, the writers use noun, verb, adverb, and adjective. However, adjective works more effective in strengthening readers
feeling since it is used more often than other part of speech to describe problem solved by products, results expected after using products, also products quality
and function.
2. Semantic Dimension
A word can have more than one meaning. The meaning of a word which has been chosen by the writer can be implied from the message contains in a
sentence. Selecting a word meaning is totally depend on the writer’s choice. This happens because particular meaning is chosen by a writer based on his or her
intention in writing a text. In advertorial, a writer’s choice to use words cannot be separated from
their intention in writing the text. Generally, a writer picks certain word in describing a product in an intention to emphasize persuasion message that
delivered to the readers through advertorial. Therefore, meaning of a word is significant in constructing persuasion power in an advertorial.
The analysis of a writer’s intention on meaning of the word they apply in advertorial will be focused on the explanation or description of a product featured
in the text. This limitation applied in order to find out how strong persuasion power reflected over a word’s meaning.
The words used in the advertorial as well as their meanings are listed in Table 2.1. The other meanings of each words based on Merriam-Webster English
Dictionary is also listed to see the writers’ possible choice. Through this, writers’ intention in describing product can be detected. The words in the table has been
listed before in the analysis of language featues. Word and its meaning matters in constructing persuasion in advertorial. A
word might have more than one meaning which application depend on the sentence’s meaning and structure as well as the writer’s intention. Particular
meaning which is chosen by the writer can show the writer’s intention in writing the text. For advertorial, the writer’s intention to choose certain meaning is to
emphasize persuasive message in advertorial. Words with meanings that show effectiveness used to ensure the readers about the products’ function and effect.
For instance, the word “mend”, that is used to describe product function, has four meanings based on dictionary which are; “to improve in manner or
morals”, “to set right”, “to put into good shape or working order again: repair”, and “to free from faults or defects”. By looking at the whole sentence and the
paragraph, it can be seen that the writer chooses the meaning “to free from faults or defects” because the writer wants to emphasize that the product is formulated
to remove hair split ends. It is hoped that once the readers read this word, they will be interested to try the product.
There are eight advertorials analyzed, but semantic dimension only shown in five articles. This happen because there is no word affecting persuasion in the
other three advertorials which has double meaning or possible similar meaning.
3. Metaphor in Persuasion
Lexis also plays a part in creating persuasion through metaphor dimension. Words showing figurative sense are able to raise readers’ imagination so that they
can relate the metaphors in their daily life. It can be seen in the word “crave” in the sentence “Give dry winter feet, elbows, and knees the soothing, long-lasting
nourishment they crave...” which is used to figur body parts such as feet, elbows, and knees like human being who can feel strong desire to the soothing and long-
lasting nourishment. From the sentence “…our everyday secret weapon is Vidal PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Sassoon Pro Series VOLUME Shampoo…”, the word weapon is used to figure the shampoo as a means to fight hair problem, like a weapon’s function in real life.
Metaphor in persuasion is used to create imagery in the sentence. Archetype case, which is event or thing that can be easily found in daily life, is
used in creating metaphor so that the readers can relate their imagination easily. This imagery works in revealing sense of emotion which can emphasize the
persuasion effect towards the readers. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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CHAPTER V CONCLUSION
This chapter summarizes and concludes the analysis in this research. The process of analysis aims to find out the answer of two problems. The first one is to
find language features used in the beauty advertorials. The second one is to discover how persuasion in beauty advertorials reflected through language features.
There are four language features used in the advertorials which are text organization, lexis, phonology, and typography. All advertorials in Popsugar.com
have the same text organization; title, credit title, share button connected to Facebook, image, and text are arranged consecutively. In using lexis or words,
advertorials contain two lexical features, namely diction and metaphor. The writer’s choice of word helps the title looks fascinating to grasp readers’ attentions. The use of
positive words in the body text helps build positive impression toward the product, meanwhile negative word affect readers’ perception about problems and lead them to
seek for solutions. Metaphor, another feature of lexis is used in the advertorial to emphasize messages as well as to arouse readers’ emotion and feeling. Phonological
features are applied in the title of few advertorials to make them sounds captivating. There is one advertorial that uses repetition of an initial consonant or alliteration in
the title and there are two advertorial that used repetition of same or similar vowel sounds or assonance in the title. Looking at the typography, it is discovered that this
