Review of Related Studies

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CHAPTER II REVIEW OF LITERATURE

The chapter is divided into three parts. They are Review of Related Studies, Review of Related Theories, and Theoretical Framework. In the first subchapter, the researcher explains two studies that have been done by two different researchers to enrich th e researcher and readers‟ understanding of the topic discussed in the research. In the first subchapter, the researcher brings about the similarity and differences of the present study. Then, in the second subchapter, which is the Review of Related Theories, the researcher explains the theories that are related to the present study. The review on the related theories is meant to elicit the theories used in this research. In the last part of this chapter, the researcher explains the contribution of the theories on the research done by the researcher.

A. Review of Related Studies

In this section, the researcher reviews two related studies that have been done by two different researchers previously. The two related studies are undergraduate theses of Sanata Dharma University. The first related study is written by Caecilia Krismariana Widyaningsih in 2001. In her undergraduate thesis, Widyaningsih covered three main problems. The first is the persuasive techniques in airline advertising in relation to speech acts, the second is the use of language style in attracting people, and the last one is the ability of the arrangement of words and phrases in attracting people. The study used sampling data collection. In the end, Widyaningsih found that the advertiser used figurative language, such as metaphors, similes, hyperboles, ironies, and litotes. Superlative meaning and comparative words were used to rise the appeals degree. The choice of words was also used to propose the idea of pleasant, kind, trustful, and wide, and also build people‟s imagination and curiosity. The arrangement of message was related to the cooperative principle, choice of words, and the arrangement of understandable words and phrases. The similarity of the present study and the previous study lies in the approach used by the researcher. Both the present and the previous researcher used Stylistic approach. Moreover, the similarity of the studies is in the focus of the study and the difference lies in the object of the study. The present study is m eant to cover the textual features of Obama‟s presidential video campaign “Forward” in relation to the persuasion strategies, while the previous study was meant to study the language styles and persuasion techniques in airline advertising of Newsweek Magazines from January - December 1999. Moreover, the previous study covered printed advertising of a product while the present study covers a political video campaign. The second related study is written by Damasus Destianto Pranjaya, graduated from Sanata Dharma University in 2005. His undergraduate thesis found that Coca Cola launched several advertisements under a slogan. Such as in Always Coca Cola theme, Coca Cola launched four kinds of advertisement. They were slogans, jingles, USPs, and infomercials. The advertising strategies were employed through repetition of message to the public. The second finding was that Coca Cola‟s slogan can be characterized into four main groups, namely: news, provocative texts, benefits oriented texts, and commanding texts. These Coca Cola slogans presented the persuasive message by proposing the American culture and lifestyle to people around the world without breaking the local culture. Intimacy between people under American culture and lifestyle is the power of the brand to be popular. The similarity of the present study and the previous study lies in the type of the object of the study. The previous study is about the Coca- Cola‟s advertising, while the present study is about Obama‟s presidential video campaign. The present s tudy is called a campaign because it‟s related to the object‟s context which is a political campaign. The differences of the two studies are in the further exploration of the study. The previous study was meant to explore the advertising strategies specifically in building the brand image, while the recent study is meant to reveal the persuasion strategies employed in the video campaign. In brief, the present study has been meant to elaborate the two related study in stylistics in relation to its persuasion strategies and to broaden the linguistics study on advertisement, namely on a political campaign. The study is meant to reveal the significance of the use of the textual features used in presidential video campaign to its persuasion strategies.

B. Review of Related Theories