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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.
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Figure 4.1.1 The Lexical Features of You C 1000 Advertisements
The researcher found that You C 1000 advertisements contained some lexical features of advertising language. There were no neologism, weasel word,
euphemism, and humor.
a. Hyperbole
One way to exaggerate the product is hyperbole. It aims to attract the attention of the consumer to the product. Leech 1972 argues that hyperbole is
often concerned with personal values and sentiments. It is used to vary the expression of personal feelings and opinion. There were six You C 1000
advertisements which used hyperbole, such as Natalie Glebova ‟s version, Zuleyka
Rivera ‟s version, Ximena Navarette‟s version, Leila Lopes‟ version, Olivia
Culpo ‟s version, and Gabriela Isler‟s version. The other three did not use this kind
of feature within. The use of „more‟ dominated the hyperbole feature in You C
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