37 functions as indirect directive suggesting. The sentence
“It doesn’t just sound complicated
” emphasizes that the advertisement suggests the readers to wear it. The example [2] functions as a direct representatives claiming. The
headline claims that the product has existed for over two centuries. The example [2] gives a description about the product to convince the readers. The example [2]
also functions as an indirect commissive promising. The headline tries to persuade the readers by promising the readers that the product has good qualities. The
“over” associates with the good quality. The example [3] functions as a direct representative claiming. The
headline also functions as a direct representative describing. The headline describes the quality of the product. Moreover, the headline functions as a direct
commissive offering. The headline tries to persuade the readers by offering some qualities of the product. The words
“performance, prestige, passion” associate with quality.
The example [4] functions as a direct representative describing. The headline describes the quality of the product. The headline also functions as a
direct representative claiming. Moreover, the headline has a function as a direct co
mmissive offering. The headline attracts the readers by offering the product’s quality. The words
“precision, perfection” associate with quality.
2. NewsInformation
This kind of headline provides news or promises information of the product. It can be a claim of the product. Therefore, the readers will get a lot of
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38 information in a very short sentence. There were fourteen advertisements
classified as newsinformation headline. These following headlines are the example of headlines classified based on
the newsinformation.
[5]
[6] [7]
[8]
Those headlines provide news or information of the product. Those headlines are also such claims. The readers will get a lot of information through
reading the headline. The example [5] informs some information about the product. The first is the name of the product. The second is the advertisement
claims the product as the “tradition of innovation”. The third is when the product has produced. The example [6] provides news or information about the people
who are suitable wear the product, the name of the product , and the product’s
feature. The example [7] provides information about the name of the product and the sloganclaim. The headline claims the product as the architects of time. The
example [8] informs the readers that he has impact on golf. He always plays well
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39 from the beginning until the end. The advertisement wants to convince the readers
by involving the golfer. 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 headlines in the example [5], [6], [7],
and [8] function as a direct representative claiming the product. Then, the example [5] also functions as a direct representative describing. The headline describes the
slogan and the year of the production in the simple sentences. The headline also functions as a direct commissive promising. The headline convinces the readers
by presenting the quality of the product. The example [6] functions as a direct commissive promising, a statement
promising the readers about the product. The headline informs the quality of the feature. The word for emphasizes that the product is in relation to someone. The
headline informs clearly that the product is for a certain profession, flyers. The example [7] also functions as a direct commissive promising. The
headline promises the readers by presenting the slogan of the product. It aims to convince the readers.
The example [8] also functions as a direct commissive promising. The headline promises the readers that his impact on golf never ends. It aims to
convince the readers.
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40
3. Provocative
