Larson suggests that alliteration is one of favourite tools in advertising since it is “fun to hear and repeat” 2010: 140.
c Parallel structure
Parallel structure is the use of similar or even identical wording or sentence which
purpose is to build audience‟s expectation and make the persuasive message memorable. Larson elicited an example of Cicero‟s saying:
“Ask not what your country can do for you; rather ask what you can do for your country” 2010: 310.
d. Raymond S. Ross theory on speech communication
Under the subchapter of voice and articulation paralanguage, Ross stated that a speaker‟s voice largely determines their personality since in speech
voice is a very important aspect to attract the audience. Referring to Ross, The voice contributes much to the total communication signal. It may be
the single most important code we use. Perceived persuasiveness has been found to correlate with the vocal pleasantness, especially fluency
and pitch variety. We are not totally consistent in our voice and articulation patterns; we
vary and adapt them to moods, subjects, and people as indeed we should 1995: 159-160
From above, we can see that the use of voice is very important in relation
to the vocal pleasantness under speaker‟s fluency and pitch variety. The use of various kinds of intonation depends on the speaker‟s attitude, preference, and
purpose. Moreover, the use of various sounds in this case: intonation is important to make the utterances sound pleasant to the hearer. Intonation is a very
important aspect of being persuasive.
C. Theoretical Framework
The study of Obama‟s presidential video campaign “Forward” uses all the theories reviewed above as the base in doing the analysis. The theories on
Textual Features Phonology, Vocabulary, and Grammar is used to analyze the textual features of the utterances spoken in the video.
The theory on Grammar is used to explore the grammatical features that are used in the spoken utterances in the video. The grammatical study covers the
parallelism, antithesis, and alliteration. Then, the study uses Phonological theory that covers the Emphatic Stress
and Intonation to reveal the emphatic stress and intonation of the spoken utterance in the video. The theory on Vocabulary is used to uncover the vocabulary use in
the video. The vocabulary study covers Naming, Referring Expression, Time Indicator, Statistics, Actions, and Social Issues. After conducting the study on the
textual features, the researcher relates the study to the textual features of the text, which is a political campaign in purpose of persuading people. The theory on
political campaign is used to elicit the persuasive message occurs in the video‟s utterances.
In this research, the researcher combined persuasion strategy theory elicited by Simon with Christopher Gilson and Harold W. Berkman theory on
creative strategy and execution on broadcast media to analyze the persuasion strategy used in the video. At first, the researcher uses Larson‟s theory on
persuasion strategy that covers the aspects of a persuasive text structure existed in the video campaign through the textual features of the text to elaborate the
