However, the present thesis still has few things that can make it different from the related studies. The researcher takes the object of the study from an
online source, a web-based magazine, Popsugar.com, which is different from the studies above that use printed sources. Furthermore, the topic of the data used in
this research is also diverse due to the fact that this thesis uses beauty advertorials as an object of the study. Thus, this thesis is made to develop the previous studies
in linguistics using a new kind of text.
B. Review of Related Theories 1. Theory of Advertorial
To promote its products to the consumers, an advertisement is usually used by the company as a medium since the purpose of advertisement is to increase
consumption of some products, or in a simpler way, to sell some products. Roderick White, the author of Advertising: what it is and how to do it describes
advertisement as “all part of the way in which a company presents itself to the public and calls attention to what it has to sell.” White, 1988:2. An
advertisement can be presented in any possible way of mass media; it can be in a form of video in television, sound in radio, picture or usually called as poster, and
words or usually be defined as advertorial. An advertorial itself is “any form of paid editorial material that has been
written, designed, and executed so as to resemble a news story, editorial or other content.” Sterling, 2009:25. Therefore it can be said that advertorial is an
advertisement which is packaged in a writing form for editorial purpose. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
2. Theory of Language Features
Stylistics as a “study of style and the analysis of distinctive expression in language and the description of its purpose and effect” Verdonk, 2002:4 sees
language features as an essential component in creating language style. According to Verdonk in Stylistics, language features is a linguistic context of a text. In a
text, there are two contexts that affect its language style. The first context is non- linguistic context such as readers’ interest and writers’ intention. For example, the
style of articles in beauty magazine is different from politic magazine because of the interest of the readers and the aim of the writers of both magazines poles apart.
The readers of beauty magazine will expect articles contain of review of a product and beauty trivia, meanwhile the readers of politic magazine will seek for actual
news about government’s crisis or critics from politic experts in its articles. The second context of a text style is linguistic context. Here, Verdonk
explains that this context refers to “surrounding features of language inside a text” Verdonk, 2002:6 or language features. Language features are described by
Verdonk as “typography, sounds, words, phrases and sentences which are relevant to the interpretation of other such linguistic elements” Verdonk, 2002:7.
Unlike advertisement, advertorial is arranged in a form of narration text and is served like a regular article since it is commonly published in a press
media. In building advertorial, an important role is played by language features. Language helps delivering the message of persuasion and promotion through the
arrangement of linguistic elements. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
a. Text Organization
Text organization is the way words and image are composed in the advertorial’s page. This helps give pleasure to the readers’ vision and attract their
attention at the same time. The organization of a text is important to make the readers interested to read the text.
b. Lexis
Lexis or also known as word is a key component in analyzing a written text. This is an essential element of advertorial, or say, narration text. The features
of lexis are divided into three which are diction, metaphor, and simile.
i. Diction
The words used in the advertorials have been carefully selected in order to construct persuasive effect. Katie Wales described diction as “The characteristics
or idiolectal patterns in the lexis of a text or oeuvre” Wales, 2001:108. Therefore the way a writer uses diction may differ from other writer that makes each writer
has their own style.
ii. Metaphor
Metaphor is known as a part of figurative language that enables writer to emphasize expression in the text. The metaphor happens when “one field or
domain of reference is carried over or mapped onto another on the basis of some perceived similarity between the two fields” Wales, 2001:250.In metaphor, a
