B. Research Problem
This research endeavors to seek the language style of Magnum advertisements. Based on the main purpose of this research, the problems are
formulated in the following questions: 1.
What are the linguistic features of Magnum advertisements? 2.
What kind of persuasion technique does Magnum use to advertise the products?
3. What kind of power relation does Magnum have upon consumers through the
advertisements?
C. Problem Limitation
This research attempts to identify the linguistic features which appear in Magnum advertisements. The researcher analyzes the linguistic features based on
the theory proposed by Grey 2008 in his
Language in Use
. The researcher specifies the linguistic features of Magnum advertisements into two parts; they are
the lexical features and syntactic features. There are several theories of persuasion technique types
, but in this research, the researcher uses Kleppner‟s theory of persuasion technique 1986. Then, the researcher implements the classification of
power relation proposed by French and Raven 1959. The analysis is directed towards the English utterances or spoken words in Magnum advertisements.
D. Research Objectives
The aims of this study are divided into three parts. They are: 1.
To analyze the linguistic features of Magnum advertisements. 2.
To identify the persuasion techniques which are used by Magnum to advertise the products.
3. To interpret the power relation which Magnum has upon consumers through
the advertisements.
E. Research Benefits
Since this thesis deals with language in society, particularly the advertisements, it is hoped that it will be a useful study for:
1. Advertisers
The advertising field has been developed rapidly nowadays. The competitive
competence in advertisements is needed to attract companies‟ attention. Hopefully this research can inspire advertisers to create high quality
advertisements with some consideration from many aspects, including consumers‟ point of view.
2. Consumers
Through this research, the researcher hopes that consumers can raise their awareness of wise buying decision, because the decision to buy some products is
not only based on the advertisements.
3. English Teachers
It is expected that the findings of this research can contribute to the development of the language study. Particularly, it is hoped to be an outline to
teach the language elements of functional texts, especially advertisements. In the teaching-learning process, they may use advertisements as the authentic materials
in linguistics course related to analyzing the advertising language.
F. Definition of Terms