same initial consonant are formed unnecessarily to be persuasive because the main purpose is to elicit terms.
Code Utterance
Proof
GRAMC236 He took on the credit card companies, stopping unfair fees and hidden penalties, took on the
Wall Street banks too, fighting for tough new reforms to make sure they never again wreck
our economy.
… credit card c
ompanies …
Table 10. Alliteration to elicit an utterance
In the u tterance above, the alliterated words are “credit”, “card”, and
“companies”. Those words were formed together referring to the companies which specialized in credit cards service. The utterance is meant to say that
Obama has made an improvement in the credit card services by successfully making a fair payment system in the credit card companies so that there will not
be unfair fees and hidden penalties that the American must pay without knowing.
b. Phonology
As has been stated before, the study under the Phonological features of the video campaign is conducted under the emphatic stress and intonation
features. The intonation features, then, is divided into two main groups, they are the falling intonation and rising intonation. The differentiation is related to the
type of utterance mostly occur in the video whether it is a question, statements, etc. The study under the phonological features is necessary since the primary data
of the study is spoken utterances. The spoken utterances in a video campaign, then, is best studied through the emphatic stress and intonation since those two
aspects are the main aspect that creates the pleasing sounds of the utterances to support the persuasion strategies applied in the video campaign.
The study under the phonological aspect is done thoroughly on all the 21 speakers spoken in the video campaign under their own particular pitch range. The
main speaker of the video campaign is the narrator, or in broadcasting production is given the term of the voice-over. The voice over is the person that gives the
show a story to be told without being seen in the camera. “If the announcer will be off camera, this is indicated as a “voice-over” ANNCR. VO:” Gilson and
Berkman; 1986: 432. In this video, the second main speaker is Obama himself. His utterances
were taken from the speeches he had done before which supports the utterance spoken by the voice-over.
i. Emphatic Stress
Emphatic stress on the spoken utterance of the video campaign occurs 168 times within 53 utterances. Emphatic
stress feature‟s frequency is the most features that occur in the video. It is because an utterance consists of more than
one emphatic stress. But, there are 12 utterances out of 65 utterances that do not have any emphatic stress. It happens because the utterances are spoken rapidly so
it looses the stresses. The utterances which have any emphatic stress also occurs because they are short utterances with only intonation feature, as in the sample
data below PHOB13933 which is meant to state the utteran ce‟s attitude as a
statement.
Code Utterance Transcription
Intonation
PHOB23815 ˚Dont Ask, ˚Dont Tell”?||
Rising PHOB13933
`History.|| Falling
Table 11. Emphatic stress in conveying the speaker’s attitude
A word is emphatically stressed in purpose of making a particular prominence in the utterance. It means that the utterance is the main concern of the
utterance. Meanwhile, the emphatic word stressing in the video occurs within some words under particular group. The groups of words that are mostly
emphatically stressed are words on social issues, time indicator, statistics, persuasive words, parallel words, and on referring expressions.
a Social issues
The emphatic-stressed words that exist in the utterance below is the social issues of economy, the topic that is brought in the beginning of the video.
Code Utterance Transcription
Emphatic- Stressed Words
PHOA1614 And when a ˚flagship of the American
e˚conomy was going `down,| his auto rescue forced ˚companies and ˚workers to ˚retool and
`restructure,| saving ˚one point ˚one million `jobs.||
economy companies
workers retool
Table 12. Emphatic stress on social issue
The utterance above stated that when the American economy was in the middle of its breakdown, Obama made a job plan in auto industry that told
companies and workers to retool and restructure their industry. The job plan resulted by saving one point one million jobs.
The stress in the word „economy‟, ‟companies‟, „workers‟, and „retool‟ are closely related to the discussed social issues which is the American economy.
Those words are stressed to create particular prominences in those economy- related words so
that the important points of the utterance can grab people‟s attention and the message of the utterance is delivered.
b Time indicator
The video campaign is started by a flash back toward the America economy crisis under Bush‟s administration. The condition is described to be
“…an economic disaster, the worst in a generation” utterance number: 12. Then, the story goes forward in making comparisons and stating improvements in
Obama‟s administration. In describing events in sequence as in the openings and the body of the
video campaign the time indicating phrases ends in utterance number 28 out of 65, the video campaign uses many time-indicating phrases. The time indicating
phrases are also stressed in regard of its importance in creating the video campaig
n‟s story line.
Code Utterance Transcription
Emphatic- Stressed Words
PHOA86 This is a ˚once in a half century, probably once in
a ˚century, type of e vent.|| once
century
Table 13. Emphatic stress on time indicator
In utterance code PHOA86, there are two stressed words. They are the word “once” and “century”. Those words are time-indicating words. The word
“once” expresses the possibility of the event occurrence, while the word “century” explains the length of tim
e of the event‟s possibility to occur. Within the context, the utterance is spoken by a person who claimed that
the economy crisis in the end of Bush‟s administration is “a once in a half century” type of event, but then he made a revision of his utterance by saying it as
“a once in a century type of event”. The utterance is meant to create the significance of the economy crisis the US faced at that time. The speaker‟s
utterance came from a video cut to make a scene of the US economy crisis by saying it as
“a once in a century type of event”. This utterance is in the opening of the video campaign. The opening of
the video campaign presents to the audience the economy crisis the US faced before Obama selected president and making a contrast with the economy
condition when he has been selected president. The contrastive condition is pictured through some major changes in job, health care, and many other social
issues the American people concern of. c
Statistics Emphatic stress on statistics occurs many times from the opening until
the ending of the video campaign. Almost all of the statistical numbers are stressed. The statistics are stressed because it is important for the information that
are given to the audience. The audiences are presented mostly with information that consists with numbers and statistics. It is as the sample data below:
Code Utterance Transcription
Emphatic- Stressed Words
PHOA2119 And over the ˚last twenty five `months,| ˚four
point ˚one million new private sector jobs. || four
one
Table 14. Emphatic stress on statistics
From the utterance above, the emphatic- stressed words are “last”, “four”,
and “one”. The emphatic-stressed words that are related to the statistical number are “four” and “one”. The emphatic-stressed words are in the phrase “four point
one million” which followed by a persuasive utterance yet contains information: “new private sector jobs”. The emphatic stress on the statistical phrase by saying
it in precise “four point one million” and not just saying “millions” indicates that
the campaign wants to give precise information. Utterance with precise numbers made the information sounds more reliable to the audience because it has exact
number and not just saying it in “millions”, for example. d
Persuasive words Since the form of the video is a campaign video, its purpose is to
influence people‟s decisions. One type of words that is stressed is the persuasive words. The persuasive words in the video are used to claim an event and to claim
Obama‟s character, as presented below:
Code Utterance Transcription
Emphatic- Stressed Words
PHOA3729 Pro˚tected by a ˚historic new `law.||
protected historic
Table 15. Emphatic stress on persuasive words
In the above utterance, the stressed words are the word “protected” and “historic”. Both of the words have the essence of being persuasive. The word
“protected” is stressed to make people have an attention toward the words “protected” that Obama has made the equal pay for women which is the context
of the above utterance. The above utterance is meant to make a claim toward Obama‟s achievement that he has successfully made a “historic” new law in the
equal pay for wo men issue. The word “historic” is a powerful word to be stress
since it has a sense of having an importance in history. Through the stress on the word “historic” which contains a persuasive
message toward Obama‟s achievement, the video campaign is meant to make emphasize in saying that Obama‟s achievement is important in history. It is also
meant to capture people‟s attention that Obama has done historical things while he is ruling the country, such as in the equal pay for women issue.
e Parallel words
Parallelism is a grammatical feature that is also studied in the thesis. The main purpose of the parallelism that occurs in the video is to emphasize the
parallelized words as the main concern of the utterance. Furthermore, the parallel words are also stressed to emphasize the
utterance focus. The below sample represents the study under the emphatic- stressed parallel words:
Code Utterance Transcription
Emphatic- Stressed Words
PHOA6352 I ˚believe that this country ˚succeeds when
˚everyone gets a fair `shot, | when ˚everyone does their fair `share, | when ˚everyone ˚plays
by the ˚same `rules.|| everyone
everyone everyone
Table 16. Emphatic stress on parallel words
The parallel words that are stressed in above utterance are “everyone”. The word “everyone” is stressed on its every occurrence to emphasize that the
word “everyone” is the most important part of the clause: “..when everyone gets a fair shot, when everyone does their fair share, when everyone plays by the same
rules”. The parallelism on the clause “when everyone…” is strengthened by the occurrence of the word-stressing, Then, meaning emphasize is able to catch
pe ople‟s attention by being the most prominence word with its double textual
features which are parallelism and emphatics stress.
f Referring expressions
The video campaign contains more than one topic in uttering its message. The complexity of its message makes it possible to deal with several referring
expressions. The researcher noted that there are 5 referring expressions that are stressed in the video campaign. Emphatic stresses occur when the speakers refers
to Obama either as a president or in person, American people, terrorist either in person or organization, the Republican, and America as a country.
Below is the sample of the emphatic-stressed referring expression on American people and the terrorist both organization and in person:
Code Utterance Transcription
Emphatic- Stressed Words
PHOA5443 Tonight, I can report to the ˚American people
and to the world| the ˚United States has conducted
an operation that ˚killed Osama Bin `Laden, | the ˚leader of Al `Qaeda, | and a
˚terrorist who is ˚responsible for the murder of `thousands | of ˚innocent men, `women
and `children. || American
United States leader
terrorist
Table 17. Emphatic stress on referring expressions
The stressed references on the data are “American”, “United States”, “leader”, and “terrorist”. The stressed reference in the data shows that they are the
important words of the utterance. The context of the utterance is when Obama delivered his speech after
conducting an operation that killed Osama bin Laden who had been known as the leader of Al-Qaeda organization who had claimed to be the responsible party of
the bombings that killed US in 2011 and cause war in Afghanistan. The stress toward the reference words are meant to emphasize the
message that the American military has made an achievement by killing the most
wanted terrorist of the US and a leader of a terrorist organization under Obama‟s
administration.
ii. Intonation
Intonation has the highest occurance frequency in the video campaign. The video campaign consists of 106 falling intonation within 58 utterance and 22
rising intonation within 21 utterances. The frequency is way higher than any other features in the video campaign. Intonation becomes the most features that occur in
the video since the utterance of the video campaign is spoken. In the intonation features, the intonation is categorized into two main
groups, they are falling and rising intonation. The stress and intonation of the video campaign are studied thoroughly toward all the 21 speakers in the video on
their particular voice characteristics. Through the study on the video campaign, the occurrence of the
intonation, whether it is falling or rising, is always at the end of the intonation group within the utterance exept for one utterances of utterance number 20. The
example of intonation occurrence at the end of an intonation group is as follows:
Code Utterance Transcription
Intonation
PHOB14034 ˚Hard `work, |de`termination,| ˚real
3 2
1
re`sults.||
3 2
1
WORK deTERmination
reSULTS
Table 18. Intonation at the end of each intonation group
From the data given, the intonation occurs in the end of every intonation group, whether it indicates a pause or full stop. The intonation in this case the
falling intonation occurs before the [ | ] and [ || ]. The first symbol refers to pause, while the second one is indicating full stop.
By concerning on the intonation, the researcher is able to define the speaker‟s attitude, whether the speaker is giving information or uttering a
question. A falling intonation usually indicates that the speaker is uttering a statement while rising intonation indicates that the speaker is asking a question.
In the next part of the analysis, the researcher will elaborate the majority pattern of the use of the intonation occurrence. However, there are several special
cases that should be discussed since they have mixed intonation with particular purposes.
a Mixed intonation
Mixed intonation is possible to happen in relation to the speaker‟s intention accordingly. Mixed intonation means that there are two forms of
intonation falling and rising in the same utterance. There are two speakers‟ attitudes that the researcher found to be in the form of mixed intonation. The two
categories on the occurrence of the mixed intonation are when the speaker does listing and making contrast.
i Listing words
Utterances in the video campaign made several listing in order to attract people‟s attention. The mixed intonation is likely to happen because without any
difference to the previous words in the same listing, the utterance will lost its attractiveness. So, the speakers made the intonation of listing words in mixed
intonation. The utterance that included in this group are utterance number 15 and utterance number 22
The speaker‟s action in making a listing and using mixed intonation can be seen from the data below:
Code Utterance Transcription
Mixed Intonation
Words
PHOB11515 The president‟s stimulus ˚plan saved up to ˚four
3 2
1
point ˚two million jobs,| including `teachers,|
3 2
1
cons˚truction `workers, | po lice | and fire
3 2
1
`fighters | working to ˚build a ˚stronger A`merica.||
3 2
1
JOBS TEA
chers WORK
ers FIGHT
ers aMErica
Table 19. Mixed intonation on listing words
In the data above, the falling intonation occurs in the words: “job”, “teachers”, “workers”, “fighters”, and “America”. Those words are in the same
parallel structure by being listed as the kind of jobs that Obama has successfully saved by using what the campaign said to be a stimulus plan. In the other hand,
there is only one rising intonation in the utterance above, under the word: “police”.
Through the study on the intonation of the speaker, the falling intonation on the words “job”, “teachers”, “workers”, “fighters”, and the rising intonation on
the word “police” indicates the same thing: non-finality. The difference between the falling intonations of the words “job”, “teachers”, “workers”, “fighters”, with
the one on the word “America” is that the first four are in the high-fall tone, while the word “America” is in the low-fall tone.
The difference tone between those two groups is to differentiate the continuity and the ending of the statement. The non-finality tone which is
indicated by the high-fall tone are meant to say that the list of the workers that being saved by Obama‟s stimulus plan has not over yet, because there are some
job that the plan saved. The rising tone, however, indicates non-finality because the tone is rising and it also indicates that the listing has not over yet.
ii In making contrast
Instead of being mixed in listing words, the intonation is also mixed in purpose of making contrast. The contrastive words are given different intonation
in purpose to strengthen the dramatic effect and please the hearer. The mixed- intonation occurs in the purpose of making contrast in data code PHOB14135:
Code Utterance Transcription
Mixed Intonation
Words
PHOB14135 But ˚instead of ˚working together to lift America
3 2
1
up, | ˚Republicans were waging a cam˚paign to
3 2
1
˚tear the president `down. ||
3 2
1
UP DOWN
Table 20. Mixed intonation on making contrast
From the data above, the contrastive words that are given the different intonation are the word “up” and “down”. Those two words are antonym. The
word “up” is spoken with rising intonation, while the word “down” is spoken in falling intonation. Instead of making contrast, of course, the occurrences of the
different intonations are in different purpose. Rising intonation is meant to create a non-finality manner, while the falling intonation is meant to indicate the end of
the statement. The mixed intonation applied in the above utterance is also meant to please the hearer so it will catch their attention.
b Falling intonation
Falling intonation has the most frequency of utterance in the video. The video consist of 106 falling intonation within 58 utterances. With the high
frequency of occurrence, there are four falling intonation characteristics in terms of its occurrence that can be elaborated as follows:
i Falling intonation in purpose of uttering a statement
The falling intonation is known as indicating that the utterance is a statement. The function of indicating an utterance as a statement can be seen
through the below data. The statement below is meant to inform the audience that the speaker gives them information, which is why the utterance has falling
intonation.
Code Utterance Transcription
Falling Intonation
PHOB12525 ˚Seniors pay ˚less for pres`criptions. ||
1 2
3
presCRIPtions Table 21. Falling intonation on uttering a statement
The falling intonation occurs in the word “prescription”. The word “prescription” is in the end of the intonation group of the utterance. The falling
intonation that occurs in the word “prescription” is meant to indicate the end of the utterance.
The speaker‟s purpose, however, is to give the hearer an information that in the present time old people pay their prescription in a lower cost than the
previous times. Then, the falling intonation is used to indicate that the utterance is a statement.
ii Falling intonation in purpose of listing words
As stated before, there are many times the speaker of the video campaign mainly the voice-over stated words in listing to convey an utterance. The
listing‟s purpose is to enrich the information in the same topic. Listing is one of the effective ways to attract audience since it makes them attracted by the
numbers of the achievement which has been done by Obama within the same topic.
In the utterance below, the listing occurs in all falling intonation:
Code Utterance Transcription
Falling Intonation
PHOB14034 ˚Hard `work, |de`termination,| ˚real
3 2
1
re`sults.||
3 2
1
WORK deTERmination
reSULTS
Table 22. Falling intonation on listing words
In the utterance above, the speaker does the listing by using falling intonation in all of the listing words. The words that are spoken are “work”,
“determination”, and “results”. The first two words are spoken in high fall intonation because they
indicate non-finality, while the last one is in low fall intonation because it indicates finality. The parallel use of falling intonation is also to create a pleasing
effect toward the hearer. The main purpose is to gain people‟s attention and create a dramatic effect of the utterance by using all falling intonation.
iii Falling intonation indicating non-finality
One of the characteristics that the researcher found in the video‟s utterances are the function of falling intonation in indicating non-finality. One of
the existences of falling intonation in indicating non finality is on the data below:
Code Utterance Transcription
Falling Intonation
PHOB11010 They will not be met `easily, | or in a ˚short span of time. ||
1 2
3
EA sily
TIME
Table 23. Falling intonation indicating non-finality
On the above utterance, the falling intonations exist in the word “easily” and “time”. The falling intonation in the word “easily” is a high fall intonation,
while in the word “time” is a low fall intonation. The second falling intonation is indicating finality, while the first is indicating non-finality. The indication of non-
finality occurs in the high fall intonation. The use of the same falling intonation is meant to create a parallel sound.
The parallel falling intonation elicited a dramatic and pleasing sound to the people.
iv Falling intonation not at the end of an intonation group
Through analysis on the data collection, however, the researcher found a different data which does not fit the theory of intonation. Theoretically, intonation
always occurs in the end of an intonation group, whether it is in short pause [ | ] or in long pause [ || ]. The short pause is usually indicated by comma [ , ] , while the
long pause is indicated by [ || ] which occurs at the end of the utterance as full stop [.] . However, there is one exception occurs in the video.
Code Utterance Transcription
Falling Intonation
PHOB12020 The ˚first `increase in manufacturing jobs in a
1 2
3
`decade.||
1 2
3
IN crease
DE cade
Table 24. Falling intonation not at the end of intonation group
The utterance above is punctuated using the phonological aspect of sound. Through the observation, the word “increase” does not have to be
punctuated by comma [,] since it is illogical if does so. The punctuation also does not take place since the utterance is not spoken in using a short pause, but in rapid
type of speaking. But, despite all that, the word “increase” is being lowered in pitch by using falling intonation by the speaker even though it is spoken rapidly.
The falling intonation in the word “increase”, then, is to make an
emphasize on the word “increase” and make a dramatic effect toward the hearer. The falling intonation on the w
ord “increase” however, is in high fall tone that indicates non-
finality, while the falling intonation on the word “decade” is in low fall.
v Falling intonation within an utterance with one phrase
Other kind of falling intonation which occurs within one phrase utterance, as in the data below:
Code Utterance Transcription
Falling Intonation
PHOB13028 Has `doubled.||
1 2
3
DOU bled
Table 25. Falling intonation in one phrase
The falling intonation occurs in the word “doubled”. The falling intonation occurs since the form of the utterance is a statement. The context of the
utterance above is to answer the previous utterance which in form of question. The speaker who asks the question is the same person answers it. The technique is
a part of campaign strategies in purpose to give information by previously asking about it. So, the purpose of the use of the falling intonation which occurs in a
phrase-structured utterance is to eliciting information which context is to answer the question given before.
c Rising intonation
Rising intonation is one feature of phonology that is studied in the research. Its frequency is 22 occurrences within 21 utterances. The frequency is
not very high, but the use of rising intonation is significant in uttering the message.
From the analysis toward the data, the researcher found that there are two characteristic of the use of the rising intonation in the video campaign. The first
purpose is to indicating a question and the second is to indicating non-finality. i
indicating a question The very common use of the rising intonation is by using it to indicate a
question. The rising intonation as in data below indicates a question through the speaker‟s attitude in using a rising intonation and by the study of its context.
Code Utterance Transcription
Rising Intonation
PHOB2268 Contraception coverage?||
1 2
3
CO verage
Table 26. Rising intonation in indicating question
The above data has a rising intonation at the end of the intonation group which indicates the end of the utterance. The end of the intonation group is using
the rising intonation because it indicates the attitude of the speaker who is asking a question toward the audience even though then he answers it himself. The word
with rising intonation in the data above is the word “coverage”.
In relation with the context of the above data, the speaker is asking about the contraception coverage which is a social issue to the audience. This type of
campaign strategies is meant to attract people‟s attention since the answer is given following the question.
ii indicating non-finality
Rising intonation is also known as the non-finality indicator. Then, in the data below, the rising intonation occurs to indicate non-finality.
Code Utterance Transcription
Rising Intonation
PHOA5921 A ˚promise `kept| by a ˚president who under˚stands
3 2
1
Americas `promise,| who under˚stands Americas
3 2
1
˚greatness comes from a strong,| se cure | middle
3 2
1
`class.||
3 2
1
STRONG SECURE
Table 27. Rising intonation in indicating non-finality
The above utterance has the rising nucleus on the word “strong” and “secure”. The words in rising intonation are in the parallel structure. After the
word, “strong”, there is the word “secure” following the word. Then, the rising intonation is used to indicate that the speaker has not done uttering his utterance.
However, the speaker‟s purpose for using the rising tone in those
particular words are to attract people‟s attention and to emphasize the word “strong” and “secure” by making them dramatic. The dramatization occurs with
the use of the rising intonation withing all-falling intonation words.
c. Vocabulary
