Research Objectives Research Benefits

8 headline takes a major role in attaining people’s attention. A headline aims to describe the visual and brings the audience to the whole parts of the advertisements Arens, 2006. In this study, the advertisement headlines refer to any English words, phrases or sentences written in bigger sizes and placed on full page advertisements in ELLE magazines issued in 2014. 2. Rhetorical Devices Rhetorical devices are defined as artful deviations which are designed to get audiences’ attention. Additionally, rhetorical devices aim to make familiar strange which enables the advertisement words become unforgettable or sticky Corbett, 1999. Rhetorical devices are classified into two groups, namely scheme and trope. Specifically, scheme has been broken down into 30 types and tropes into 14 types. The insertion of rhetorical devices is intentionally to make people give their attention to the advertisements. 3. Magazine Magazines are described as one of the printed media used to spread messages and published weekly or monthly. Magazines have their own target audiences that have the same special interests such as business, sport, property, and style McLoughlin, 2000. Moreover, the magazine used in this research is ELLE magazines issued from January until December 2014. ELLE magazine is one of world’s largest female magazines and already published in more than 60 countries all around the world. Since this magazine focuses on fashion, beauty, health, and entertainment, ELLE magazine tries to inspire all women to explore and celebrate their own styles in all aspects in their lives. 9 4. Discourse Analysis Discourse analysis is a method used in qualitative research especially in document analysis study. Discourse analysis focuses on a unit of a language above and beyond a mere accumulation of sound, morpheme, word, clause, phrase, and sentence Fasold Linton, 2006. Moreover, discourse analysis examines how meanings are constructed through texts at beyond the single sentence level Cohen, Manion, Morrison, 2011.