42 The example [10] functions as a direct representative. The headline claims
that Sir Ranulp Fiennes is always in the right place at the right time by wearing the product. The headline also describes about the product indirectly. Then, the
headline promises the readers by involving Sir Ranulp Fiennes. The word “always” also emphasizes the familiarity and tries to form a connection between
the readers and the headline. It aims to convince the readers. Thus, the headline directs the readers indirectly to wear the product.
The example [11] also functions as a direct commissive. The headline offers the product by informing the product. The headline presents the brand to
attract the readers. The example [12] also has a function as a representative. The headline
describes the features of the product indirectly by presenting the visuals. The headline also functions as a commissive. The headline offers some features
indirectly through the visuals. The visuals aim to attract and give more information.
4. Question
A question headline asks a question and encourages the readers to search for the answer in the body copy of the advertisement. A good question headline
builds the readers’ curiosity and imagination. The researcher discovered one advertisement.
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43
[13]
The headline is a question so that the headline was classified as a question headline.
The key word “next” builds the readers’ curiosity and imagination. It encourages the readers to search the answer in the body copy.
According to Searle’s theory 1976, all headlines have functions more than a mere statement or a declaration. The list of the headlines function is
presented in Appendix B on page 75. The headline in the example [13] has a function as a directive. The headline invites the readers indirectly to wear the
product.
5. Command
A command headline tends to order the readers. It might seem negative, yet the readers pay attention to such headlines. The researcher discovered three
advertisements.
[14]
[15]
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[16]
Those headlines tend to order the readers to wear the product. The key word “put” in the example [14] explicitly means to put something. The main idea
of the headline is to order the readers wearing the product. The example [15] shows that the headline directly orders the readers to do
something. The main idea of the headline is to give approval or encouragement to others so that others will encourage them.
The headline in the example [16] is very short. The key word “wait” in the example [16] explicitly means to get the readers attention. The headline aims to
persuade the readers to pay attention the readers. Then, the readers will read more about the advertisement to get information.
According to Searle’s theory 1976, all headlines have functions more than a mere statement or a declaration. The list of the headlines function is
presented in Appendix B on page 75. The headline in the example [14] has a function
as a direct commissive. The word “best” explicitly means the highest quality and the most suitable. Therefore, the headline promises the readers that the
product has good quality. Additionally
, the key word “put” in the example [14] explicitly means to put something. The main idea of the headline is to order the readers wearing the
product. Thus, the headline has a function as a direct directive. The example [15] has a function as a direct commissive. The headline
employs if conditional sentence to offer the “RODDICK’S LAW”. The headline
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45 asks the readers to give cheers so that fans will cheer. The example [15] also has a
function as a direct directive. The headline commands the readers to do something “cheer”. Then, the headline has a function as a direct expressive. The headline
expresses Roddick’s law. The example [16] also has a function as a direct directive. The headline
employs the imperative sentence. The key word “wait” emphasizes the headline directs the readers to pay attention to the advertisement.
B. The Text Types of Watch Advertisement Body Copies
