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
thing will be pictured as another different thing that has the same or similar quality, as in:
Sarah pointed at a giant white ball on the sky. She said, “Mommy, I want those cotton candy”
Sarah can picture cloud as cotton candy because both has same quality; they look fluffy. This kind of quality makes cloud unable to be pictured as lolipop,
for example.
c. Phonology
Phonology is defined as “the study of the ways in which speech sounds form systems and patterns” Fromkin, 2003:273. Repetition of sound is one
feature that can be found in the advertorial headline. There are two kinds of repetition of sound, the first one is alliteration which is repetition of consonantal
sound, and the second one is assonance which is repetition of vowel sound.
i. Alliteration
R.L. Trask describes alliteration as “the repeated use of the same initial consonant sound in a string of words in a connected text” Trask, 1996:15. In
poem, this kind of repetition are used to help makes the sound of a line more beautiful and aesthetically pleasing for the readers.
Example: “The burghers of Brighton briskly bundled the belligerent boatmen back to
Brest” Trask, 1996:15 In the example above, the alliteration for this line is a consonant sound b
because it occurs as a first letter in every content word in the line. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
ii. Assonance
As described by R.L. Trask in his book A Dictionary of Phonetics and Phonology, assonance is defined as “the recurrence of the same vowel sound or
sometimes of similar vowel sounds in two or more words in a phrase or in a poem” Trask, 1996:38. For example, in a phrase sweet dreams, there is a vowel
sound i which occurs as the assonance.
d. Typography
The type, the size and the style of a font can create attraction to the readers’ visually Goddard, 2002:128. Certain website has its own typography which can
be used to differentiate it with other website. The typography is chosen and designed to make the readers feel comfortable while reading the content.
Example:
This is Arial font type in bold style with 14 pt font size.
This is Times New Roman font type in italic style with 12 pt font size.
This is Comic Sans in underline style with 18
pt font size.
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