40
3. Provocative
The headline is to provoke the readers’ curiosity. The reader must read the body copy to learn more about the advertisement. The lack of the headline is the
reader won’t read on. Therefore, the headline provides visuals or some stories to clarify the message.
These following headlines are the examples of headline classified as this kind of headline.
[9]
[10]
[11]
[12]
Those headlines could be classified as provocative headlines because those headlines persuade the readers not only to read the headline but also the body
copy. It aims the readers get more information about the advertisement. The example [9] persuades the readers by involving a diver, Guillaume
Néry. The headline presents his quotation. It makes the readers wonder about the
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
41 advertisement. Thus, the readers must read the other part body copy to know
more. T
he key word “always” in example [10] emphasizes that the readers are persuaded to wear the product.
The word “always” also emphasizes the familiarity and tries to form a connection between the readers and the headline. The message
is comforting and reassuring. The headline also provokes the readers to read the body copy. The “Sir Ranulp Fiennes is always in the right place at the right
time…” will make the readers curious to know why the product is always suitable for the readers.
The example [11] just provides the name of the product. It will make the readers curious if the readers are not familiar with the product. Thus, the readers
must read the body copy. The example [12] provides the headline completed by visuals to attract the
readers. Even, the visuals explain each part of the products. The headline also provides the body copy. It aims to clarify the message of the headline.
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 headline in the example [9] functions as a direct representative claiming. The statement is a claim about freedom from
Guillaume Néry. Then, the example [9] also describes what freedom is for Guillaume Néry. Moreover, the example [9] has a function as a direct expressive.
Guillaume Néry expresses about his feeling.
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42 The example [10] functions as a direct representative. The headline claims
that Sir Ranulp Fiennes is always in the right place at the right time by wearing the product. The headline also describes about the product indirectly. Then, the
headline promises the readers by involving Sir Ranulp Fiennes. The word “always” also emphasizes the familiarity and tries to form a connection between
the readers and the headline. It aims to convince the readers. Thus, the headline directs the readers indirectly to wear the product.
The example [11] also functions as a direct commissive. The headline offers the product by informing the product. The headline presents the brand to
attract the readers. The example [12] also has a function as a representative. The headline
describes the features of the product indirectly by presenting the visuals. The headline also functions as a commissive. The headline offers some features
indirectly through the visuals. The visuals aim to attract and give more information.
4. Question