27 made twenty tables like the first type and divided them into ten tables of lexical
features and ten tables of syntactic features. Those ten lexical features were hyperbole, neologism, weasel word, familiar language, simple vocabulary,
repetition, euphemism, humor, glamorization, and potency. The other 10 features included in syntactic features were short sentence, long noun phrase, ambiguity,
use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. Those features were
based on the theory proposed by Grey 2008 about the linguistic features of advertisements as shown in Table 3.1 below.
Table 3.1 The Hyperbole of Miss Universe’s Version of You C 1000
Advertisements No
Video Hyperbole
1 Natalie Glebova
‟s Version
More work less time
2 Zuleyka Rivera
‟s Version
Stay healthy and fresh
3 Dayana Mendoza
‟s Version
- 4
Stefania Fernandez
‟s Version -
5 Ximena Navarette
‟s Version
More important 6
Leila Lopes
‟ Version
More work less time
7 Olivia Culpo
‟s Version
Stay healthy and fresh
8 Gabriela Isler
‟s Version -
9 Paulina Vega, Dayana Mendoza, and
Olivia Culpo ‟s Version
-
The second question which was related to the use of persuasion techniques was answered by making checklist. The checklist of You C 1000
28 advertisements was made based on the persuasion techniques proposed by
Kleppner 1986 which consists of pioneering stage, competitive stage, and retentive stage as shown in Table 3.2.
Table 3.2 The Checklist of Persuasion Techniques in Miss Universe’s Version
of You C 1000 Advertisements
No Video
Persuasion Techniques Pioneering
Stage Competitive
Stage Retentive
Stage
1 Natalie Glebova
‟s Version
2 Zuleyka Rivera
‟s Version
3 Dayana Mendoza
‟s Version
4 Stefania Fernandez
‟s Version
5 Ximena Navarette
‟s Version
6 Leila Lopes
‟ Version
7 Olivia Culpo
‟s Version
8 Gabriela Isler
‟s Version
9 Paulina Vega, Dayana
Mendoza, and Olivia Culpo ‟s
Version
F. Research Procedures
To answer the research question, there were several steps as the procedures used in this research. The steps were:
1. Gathering Data
In this step the researcher gathered the data that would be analyzed. The data were taken from commercial breaks in Indonesia local television stations.
However, to ease the researcher in collecting and gathering the data, the researcher downloaded the You C 1000: Miss Universe version from youtube.com.
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2. Classifying Data
After the data were gathered, the researcher classified the data based on the theory of linguistic features which consisted of lexical features and syntactic
features by Grey 2008 and the theory of persuasion techniques by Kleppner 1986. After that, the researcher made twenty tables and one checklist based on
those theories. Those tables and checklist were very helpful to analyze the presence of the language styles, whether those were lexical features or syntactic
features, and the persuasion techniques used in You C 1000 advertisements.
3. Analyzing Data
In this step, the researcher analyzed the data by filling in the tables and the checklist prepared previously. The researcher identified the data to find out
which linguistic features were used in each datum. According to Patton 2002, if the findings from the different evaluators arrived at the same conclusion, then the
researcher‟s confidence in the findings would be heighted. To accomplish this research to be a masterpiece, the researcher was also supervised by expert-
evaluator, namely F.X. Ouda Teda Ena, S.Pd., M.Pd., Ed.D.
4. Writing up the Report
The researcher started to write the report up on this research after compiling all the data. The researcher provided explanations as well in each
linguistic feature and kind of the persuasive techniques used in the data. The report was mostly delivered by words other than number. Yet, numerical data
were also included to make the result more understandable.
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CHAPTER IV RESEARCH FINDINGS AND DISCUSSION
This chapter consists of the elaboration on the research findings and discussion. That elaboration answers the research questions. There are two
sections in this chapter. The first section discusses the linguistic features of You C 1000 advertisements. The second which is the last section explains and deals with
the kind of persuasion technique in You C 1000 advertisements.
A. The Linguistic Features of You C 1000 Advertisements
According to Grey 2008, there are two major features of the advertisement language style. Those are lexical features and syntactic features.
From the conducted research, You C 1000 advertisements had some parts of those elements in the language which used to grab the attention of the consumers.
1. The Lexical Features of You C 1000 Advertisements
The lexical features of You C 1000 advertisements are pertaining to the diction used in advertisements. In this case, the words were spoken by the
actresses and the narrators of You C 1000 advertisements. The words were able to represent what the company wants to deliver in order to persuade the consumers.
The diction can empower people to believe what the speakers say in the advertisements upon the advertised products. The result which was dealing with
the lexical features of You C 1000 advertisements could be seen in Figure 4.1.1.
