c. Syntax Grammatical Structure
Grammar can be simplified as a rank scale below: The rank scale Simpson, 2004: 10
SENTENCE ↓
CLAUSE ↓
PHRASE ↓
WORD ↓
MORPHEME From the information above, information on grammatical mood declarative,
interrogative, or imperative is obtained Simpson, 2004: 10. In relation to grammatical “mood”, the explanation proceeds to the formal
classification of clause. The explanation is taken from A Grammar of Contemporary English
Quirk et al, 1972: 385. 1. Statements
A statement is a sentence which has always present subject and it generally precedes the verb:
Hana will talk to the lecturer tomorrow Quirk et al, 1972: 386
Hence, a statement can also be functioned as a suggestion. The use of statement in a simple sentence is as the persuasion sense stimulant. It convinces and
suggests. 2. Questions
A question is a sentence which is marked by one or more of three criteria below:
a the placing of the operator in front of the subject: Will Hana talk to the lecturer tomorrow?
Quirk et al, 1972: 386 b the position of initial of an interrogative or wh- element:
Who will you speak to? Quirk et al, 1972: 386
c rising “question” intonation
You will speak to the LECTURER? Quirk et al, 1972: 386
3. Commands The use of command in a simple sentence related to the form of persuasive
effect to the reader. The persuasive effect appears as the command is usually giving order to the reader Niesfield, 1972: 62.
Drink two bottles of yoghurt then you will have a healthy body. Quirk et al, 1972: 386
4. Exclamations Exclamations are sentences which have initial phrases introduced by what
or how, without inversion of subject and operator: What a unique beverage
Quirk et al, 1972: 386 i. Sentence Structure
In sentence structure, there are five elements. Those are Subject S, Verb V, Object O, Complement C, and Adverbial A Quirk and Greenbaum, 1985: 12.
A subject is usually a noun phrase. A verb is a verb phrase. An object is also a noun phrase, yet it usually follows the subject and the verb phrase. A complement is
usually a noun phrase or an adjective phrase, and it appears after a subject, adverbial phrase, or an object. Adverbial functions as an adverb
Quirk and Greenbaum, 1985: 170.
ii. Simple Sentence Simple sentence is a sentence only with a main clause.
Example: She is obsessed with elephants Wales, 2001: 356 iii. Complex Sentence
A sentence with more than one clause is called complex sentence. Example: Answer a fool according to his folly, let he be wise in his own conceit
Wales, 2001: 356.
iv. Ellipsis Ellipsis is a condition when one or more words from a text are omitted, and the
readers can guess the aim of the context Verdonk, 2002: 118. Example:
After all, jumping off a cliff into churning icy water is behaviour suitable only for the insane -
so I‟ve decided that I may as well go the whole hog. The result of ellipsis is pungent style, which has the direct and powerful effect
towards the readers. The phrases above has not added “and jump off a cliff into churning icy water” to make the interests of expression. The meaning itself is not
obscured since the readers can fill in the gaps McLoughlin, 2000: 87. The omission of some words can create powerful effects towards the readers.
v. Complex Noun Phrase Noun phrase is the word with noun as the head. The noun head can be
accompanied by determiners a, an, the, etc and one or more modifiers. A complex noun phrase is a noun modifies by pre-modifier and post-modifier Quirk and
Greenbaum, 1985:375 Example: an ice cream with chocolate pudding.
The complex noun phrase above gives a further impression about an ice cream. The head is ice cream modified by an as pre-modifier and with chocolate pudding as
post-modifier.
2. Theory of Advertisement Bovee et al stated that advertisement may be defined as a communication process,
a marketing process, an economic and social process, a public relation process, or an information and persuasion definition that is closest to the idea of advertising:
Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by
identified sponsors through the various media BoveeArens, 1986: 5. Acccording to Bovee and Arens 1986: 262, the key elements in advertising are
the headline, illustration, subhead, body copy, captions, boxes and panels, slogans, logotypes, seals, and signatures.
a. Headline Headline is considered as the most important element in print advertisement See
Figure II-9. The term headline refers to the words in the leading position of the advertisement. It is the words that will be read first or that are positioned to draw the
most attention. As a result, headlines are usually seen in larger type than other portions of the advertisement Bovee and Arens, 1986: 262.
b. Illustration
Illustration is one of advertisement‟s elements See Figure II-9. It could be in the form of drawings, sketches, paintings, or photos. The purpose of illustration is:
i. Capture the attention of the reader. ii. Identify the subject of the advertisement.
iii. Qualify readers by stopping those who are legitimate prospects and letting others skip over the ad if they are so inclined.
iv. Arouse interest in reading the headline. v. Create a favorable impression of the product or the advertiser.
vi. Clarify claims made by the copy.
vii. Help convince the reader of the truth of claims made in the copy. viii. Emphasize unique features of the products.
ix. Provide continuity for all advertisements in the campaign through the use of the same illustrative technique in each individual ad.
Bovee and Arens, 1986: 293 c. Subhead
A subhead usually appears in a smaller type size than the headline See Figure II- 9. The purpose of the subhead is to transmit key sales points fast. It should be
reserved for important facts that may not be as dramatic or memorable as the headlines. The subhead holds an important thing that should reinforce the headline
and advertisement theme Bovee and Arens, 1986: 265-266. d. Body Copy
The body copy or most commonly known as a text, tells the complete sales story See Figure II-9. It is a logical continuation of headlines and subheads. It is where
the sale and information about the product is explained. It has the role to expand on the basic concept with persuasive and informative prose that sells the product and the
image Bovee and Arens, 1986: 266. e. Slogan
Slogan or tag line is similar to headlines See Figure II-10. Sometimes slogan appears as headline, subhead, inside the body copy, or along with seal, logotypes, or
signature. Effective slogans are short, easy to understand, memorable, and easy to repeat. Rhyme, rhythm, and alliteration are valuable copy aids to use when writing
slogans Bovee and Arens, 1986: 274.
Figure II-9. Example of Headline, Illustration, Headline, Body Copy, Boxes and Panels
http:www.thejumpingfrog.com?page=shopflypageproduct_id=1321710 keyword=1932+coca-colasearchby=titleoffset=0fs=1
, Ladies Home Journal ‟s
December 1932 Edition, accessed on April 25, 2015. f. Boxes and Panels
A copy around which a line has been drawn is called a box. Therefore, a lengthened box that usually runs the whole length or width of an ad is called a panel.
In order to draw greater attention to a specific element or message in advertisements, these two elements are used See Figure II-9 Bovee and Arens, 1986: 274.
g. Seals, logotypes, and signatures. A seal is sometimes referred as the company seal or trademark See Figure II-10.
Seal is actually a logotype. A seal, a signature, or a logo is a special design of the advertiser‟s name or product‟s name. They appear in almost all of the advertisements
and are like trademarks, since they boost the distinct identity of the product and give quick acknowledgment at the point of purchase Bovee and Arens, 1986: 274.
Figure II-10. Example of Slogans and Seals, Logotypes, or Signatures http:www.
thejumpingfrog.com?page=shopflypageproduct_id=986746keyword=1963+coca -colasearchby=titleoffset=0fs=1
, New Yorker Magazine
‟s 16 November 1963 Edition, accessed on April 25, 2015.
Figure II-11. Example of Headline, Subhead, Body Copy Illustration, and Seals, Logotypes, or Signatures Bovee and Arens, 1986: 273
Figure II-12. Example of Slogan Bovee and Arens, 1986: 274
3. Theory of Persuasion Ac
cording to Raymond S. Ross, persuasion is “a change process resulting mostly from shared, symbolic thinking activity”. Hence, the persuasion concerns with social
influence and human motivation. The effects of the persuasion are in the intrapersonal responses of the readers Ross, 1994: 7.
Thus, in the advertisement, the persuasive technique can be found in the text. The ones that make a sentence in advertisement distinctive are the use of certain form of
grammar, word-choice, sentence structure, etc. As Verdonk has stated in his book, “The use of sentence structure delivers various expressions, for example the use of
negative sentence. The negative sentence is commonly used in certain institution‟s prevention and campaign”. Verdonk, 2002:6 The persuasive effects created in
advertisement have different affection towards each of the readers. It depends on social influence and the motivation of each person. The advertisement, though, uses
certain form of grammar, word-choice, and sentence structures in order to create persuasive effects that persuade the readers.
a. Language intensity In Timothy A. Borchers‟ book, Hamilton and Hunter 1998 stated that language
intensity refers to the degree of affect reflected in the persuader‟s language, ranging from mild to intense Borchers, 2005:187. The strength of intense words can
influence the audiences hearing a message. The language intensity has a purpose to persuade the audiences.
b. Powerful language Powerful language is a method to use language strategically by using strong
messages to influence and attract the consumer. Powerful language is pointed by the absence of features such as:
i. Empty adjective: “cute”, “sweet”, or “divine” Burrel and Koper, 1998.
ii. Question forms or the use of questions – “right?” or “isn‟t it?” – at the end of
statements. iii.
Polite forms: “please” or “thank you”. iv.
Hedges modifying the previous statement: “I guess”, “I think”, or “you know”.
Borchers, 2005: 188 Borchers argues that powerful language m
ay inhibit persuader‟s effectiveness 2005: 188. Since powerful language can make strong statement to give information
about a product, so it is considered as more persuasive towards the readers. c. Language and imagery
Audiences‟ perspectives can be obtained by giving them an appearance of an image. A media can help persuaders to create people imagination about a product.
The visual language makes use of vivid descriptions of events, objects, and people Borchers, 2005: 189. Visual imagery also helps people to visualize theme and make
decisions of what they see or hear from advertisements. d. Rhetorical figures
Rhetorical figures are also an approach to make slogans more interesting. Some aspects of speaking style are:
i. Parallelism is the repeated use of similar words, phrases, or sentences in the same position in grammatical construction.
ii. Alliteration is using words that start with the same first letter in close
proximity to each other. Example: dignity and discipline iii. Antithesis is the use of contrasting ideas in the same sentence.
Example: nineteen sixty-three is not an end, but a beginning iv. Repetition involves restating a key word or phrase to reinforce the point being
made. Borchers, 2005: 189
The use of several aspects of rhetorical figures can emphasize a message of a speech. It gives big impacts for the audiences who see or hear slogans containing parallelism,
alliteration antithesis, and repetition. e. Metaphor
Persuaders often used metaphors to compare things apparently different yet have something in common. Sopory and Dillard 2002 on Borchers‟ book also
examined the impact of metaphor used on persuader‟s credibility Borchers, 2005: 190-191.
C. Theoretical Framework
Kategori