7 more aware that English can be used not only as informative devices but also as
poetic devices. 2.
Teachers The English Language Education Study Program has a course entitled
Poetry. This course also deals with rhetorical devices or figurative language as the topic. Moreover, the researcher expects that this study can be an additional
reference that helps the teachers to make creative and interesting learning materials related to that topic, for example, by using advertisement as what has
been done through this study. 3.
Further Researchers The researcher expects that this study can be used as an additional
academic reference to conduct other studies that deal with specific terms of advertisement and the language used. The future researchers may compare the
findings of this research to their future study in order to renew the rhetorical device comprehension.
F. Definition of Terms
In order to clarify concepts and avoid misunderstanding, the researcher defines key words or phrases used in this study, namely advertisement headline,
rhetorical devices, magazine, and discourse analysis. 1.
Advertisement Headline A headline is a word or group of words which are printed in larger letters
as a title of an advertisement Corbett, 1990. Headlines are often considered to be the most striking constituent in advertisements which draw the most attention. A
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.
