Gathering Data Research Procedures

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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. 31 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 1 2 3 4 5 6 7 8 9