intrinsic linguistics or formal properties sounds, typography, vocabulary, grammar, etc and the extrinsic context 2002: 19.
1. Theory on Textual Features
As stated before, three main elements of the textual features that are reviewed in the study covers grammar, vocabulary, and phonology of the text. The
three main elements are studied because their roles are very significant in building the video‟s utterances and delivering the persuasion message.
a. Grammar
Grammatical study of the text in this study covers paralelism, anthithesis, alliteration. The study of the grammatical features of the text helps the researcher
to find the grammatical characteristics of the utterances spoken in revealing the persuasion strategies of the video campaign.
i. Parallelism
Parallelism is one of the studied textual features in the video campaign. According to Larson, parallelism is the persuader‟s way in wording their message
by using two similar word orders or even an identical one in purpose to make the utterance memorable.
But we refuse to believe that the bank of justice is bankrupt. We refuse to believe that there are insufficient funds in the great vaults of opportunity
in this nation Brochers, 2005: 189.
The placement of the same phrase “we refuse to believe” is a kind of parallelism. Larson, moreover, stated that the main idea of using parallelism is to
“build audience expectation” 2010: 320. Audience expectation, then, is an indication of their attention toward the message delivered.
ii. Antithesis
Antithesis is the use of two contrastive ideas in an utterance. As Brocher elicited in his book, King used alliteration in his speech by saying “Nineteen
sixty-three is not an end, but a beginning
” Brochers, 2005: 189. The word “end” and “beginning” in the above sentence have a
contrastive meaning, but the contrastive meaning of those two words is used by King to dramatize his statement that the year nineteen sixty-three was indeed not
an end, but a beginning of an era. iii.
Alliteration Alliteration is the use of words with the same first letter either vowel or
consonant which has close proximity one and another. This is also seen in Martin Luther King‟s speech
I Have A Dream:
“We must forever conduct our struggle on the high plane of dignity and discipline” Brochers, 2005: 189. In this part of his
speech, King alliterated the word dignity and discipline.
In his book, Larson also stated that alliteration is one of the ways to elicit words‟ feeling, texture, or theme. He said that alliteration is a favorite tool of
advertising since it is “fun to hear and repeat” 2010: 140.
b. Phonology
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