B. Approach of the Study
As the researcher apprehends what the linguistic element is analyzed, the approach applied is stylistics. The linguistic elements discussed are the sentences
and phrases taken from Wendy’s taglines. The sentences and phrases are treated as
the stylistic unit to analyze. Hence, the approach applied is stylistics. According to Verdonk 2002: 121, stylistics is ―the study of style in language, i.e. the analysis
of distinctive lingu istic expression and the description of its purpose and effect‖.
To put it differently, it is about how the language style expresses and affects the audiences. The approach helps the researcher identify what kinds of language
style are used in taglines. The stylistic approach is proper because it can assist the researcher find out and identify what kinds of devices are used in the sentences.
C. Method of the Study
1. Data Collection
The current study collects the data from two different sources. The taglines are from http:www.bestmarketingdegrees.org and https:en.wikipedia.org. The
data are taglines which are reviewed from 1969 until the present time. Wendy’s
produces 35 taglines since then. Wendy’s releases and uses more than one tagline
in several years, such as in 1978 Wendy’s creates 2 taglines. As the researcher
collects all the data, each datum is then explained. The data are treated as the primary data.
To support the findings, there are 30 questionnaires distributed. The questionnaires are accessed online in https:docs.google.comformsd1r9Qc
D8akiSV5O0rh493kG-HzeCktgpYEl58ffYkQRXsformResponse. The aim of questionnaires distributed is to prove whether or not the rhetorical devices
employed in the tagline affect the audiences. The questionnaires are distributed to 30 respondents who learn English as the second foreign language. It is more
appropriate to people speaking English because they can capture the message. The distribution of questionnaires has one aim. The purpose of questionnaires is to
find out how Wendy’s taglines affect the audiences. The result of questionnaires is
also treated as the primary data.
2. Data Analysis
There are several processes conducted to find out the two research questions. The research questions are to find out the kinds of rhetorical devices
used in Wendy’s taglines and figure out how Wendy’s taglines impress the
audiences. The first step is by categorizing Wendy’s taglines into kinds of
rhetorical devices to answer the first research question. The researcher does a linguistic analysis on each tagline to find out the rhetorical devices used. Each
tagline is analyzed from its employment of rhetorical devices. The concern is more in the rhetorical devices which cover phonological assonance, rhyme,
lexical metaphor, hyperbole, and structural ellipsis, parallelism features. As the researcher categorizes the data, the data are put into the table so that it is easier to
find out which kinds of rhetorical devices are frequently used. The second step is to answer the second research question. As the first
research question has been answered, the researcher reveals how Wendy’s
impresses the audiences through its taglines. The impression of the audiences is PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
obtained from the questionnaires. There are 30 questionnaires distributed. The respondents are people who learn English as the second foreign language. In the
questionnaires, the respondents indicate each tagline from scale 1-6. The questionnaires use the Likert scales which are ―summated-rating or additive
scales because a person‘s score on the scale is computed by summing the number
of responses the person gives‖ Neuman, 2011: 182. The categories and scales
are as follows.
Table 3.2. The Categories and Scales Categories in the
Questionnaires Scales
Categories in the Total Points
Scales
Very much unattractive 1
Very much unattractive 1-30
Unattractive 2
Unattractive 31-60
Rather unattractive 3
Rather unattractive 61-90
Rather attractive 4
Rather attractive 91-120
Attractive 5
Attractive 121-150
Very much attractive 6
Very much attractive 151-180
Afterward, the result of the questionnaires distributed is measured which
taglines come as the most attractive one. The first step is to find the total points by using the theory of frequency. Each rank multiplies by its frequency and then
sums it all as follows.
Total Points of
Tagline =
number of respondents in column 1 × 1 + number of respondents in column 2 × 2 +
number of respondents in column 3 × 3 + number of respondents in column 4 × 4 +
number of respondents in column 5 × 5 + number of respondents in column 6 × 6
Here is tagline 1 as an example. This is the result after tagline 1 is measured and rated as follows.