pictures of advertisements are adjusted for the sake of convenience. For the real size of advertisements with colors, see the appendices.
B. Approach of the Study
In analyzing the linguistic features applied in the Coca- Cola‟s advertisements,
this study needs stylistics to be used as the approach. Barry had stated in his book that “Stylistics is a critical approach which uses the methods and findings of the science
of language in the analysis of literary texts” Barry, 2002: 203. Aitchison also stated that stylistics is the linguistic analysis of literary language Aitchison, 2003: 148.
However, stylistics can be applied not only in the literary texts, but also in the non- literary texts. “Stylistics, it should be added, is not confined to the analysis of
literature: it can be applied equally to expository prose, political speeches, advertisements, and so on” Barry, 2002: 204. Thus, the data which are going to be
analyzed is the non-literary text, advertisement. To deepen and specify the approach, the aspects of phonology, graphology, lexis, and syntax will also be used as
supporting aspects, in order to define the linguistic features of the advertisements.
C. Method of the Study
This study is considered as a library research. The Coca-Cola slogans which appear on the e-booklet of 125 Years of The Coca-Cola Company will be the focus of
the study. The slogans which are found on the e-booklet will be used as the data. The
theories employed are taken from linguistic books. These theories are then presented to make a clear and understandable analysis.
1. Data Collection
The data were collected from the online resource, the e-booklet of 125 Years of the Coca-Cola Company
, which was downloaded from Coca- Cola‟s official
website. The e-booklet itself was available to be downloaded since 2011. The data which taken were based on purposive sampling. The data collection reviewed the
Coca- Cola‟s advertisements from the beginning 1880s until 2000s. The data appeared
to be 40 data. 12 out of the 40 data were analyzed. Then, the printed version of those 12 slogans were searched from various sources, such as Outing Magazine, Successful
Farming Magazine , The Ladies Home Journal, The Literary Digest Magazine, Good
Housekeeping Magazine , Better Homes Gardens Magazine, Time Magazine, New
Yorker Magazine , Hot Rod Magazine, St. Louis Cardinals Magazine, Ebony
Magazine , The National Geographic Magazine, Country Life Magazine, The
Saturday Evening Post ,
Munsey’s Magazine, New York Tribune, Life Magazine, and Motor Trend Magazine
. After collecting the data which were selected from years to years that convey the different language styles of each datum were then explained.
The data of the printed version of the twelve slogans are considered as the primary data.
A questionnaire was distributed to support the idea that persuasive effects inside the slogans could affect young readers who learn English as a foreign
language. The content of the questionnaire was made to know how interesting the
slogans are and how the slogans capture the attention of the respondents, since the persuasive effects of slogans toward each reader had different impact from one
person to another. There were 17 respondents who filled in the questionnaire. All of them are the
students of English Letters Department of Sanata Dharma University who learn English as a foreign language. According to Brown, unlike English as a second
language which is learnt by non-native speakers in a community in an English- speaking country such as the United States of America, Australia, or countries which
English has established role, English as a foreign language is learnt by non-native speakers with a certain purpose, yet it is not used at home or community Brown,
2000: 1-7. Based on the curriculum, the students of English Letters Department of Sanata Dharma University learn English as a foreign language with a certain purpose
Alip, Wijanarka, Widyastuti, Putranti, Setiajid, and Fitriati, 2010: 2-3. In addition, Coca-Cola is a soft drink which is popular in teenagers or people in their early
twenties. Due to that fact, the respondents are suitable to be the representative of young readers who learn English as a foreign language. Four students with the
average age of 19 years old were from year of 2014 and all of them are women. From year of 2013 with the average age of 20 years old are three women and one man.
From year of 2012 with the average age of 21 years old are also three women and one man. From year of 2011 with the average age of 22 years old are four women and one
man. The result of the questionnaire is considered as secondary data.
This technique was classified as purposive sampling, as Hadi had stated in Metodologi Research
, “Purposive sample takes intentionally certain key group or key cluster” 2004: 91. There were certain considerations that could be put to support
this method. The first was the language styles and the texts in some years are the same. The same types of the advertisement texts were tried to be eliminated. Thus,
the data were taken by selecting the different language styles to make effective and accurate analysis.
2. Data Analysis
In analyzing the data, written sources were used because they were valid and important for investigation. Library researches were also used in getting the
information needed for the research. In other words, the information that could be related to the topic, such as some theories on linguistics, stylistics, and advertising
were taken from books and articles. To analyze the data there were several processes. Two problems were analyzed in this study. The first problem is about the language
style of the slogans. The second problem is about the way those language styles in the slogans attracted the consumer.
a. The first step was by classifying the data into linguistic features of the language style to answer the first problem in the problem formulation. This step was
done by close-reading the texts of the slogans, word per word to find out the language features used. The classification of the data was based on the linguistic features to see
the most common features. Every datum was analyzed by its language style, what categories involved in it and what stylistics devices were used in each slogan to find
out the stylistics and linguistics devices of the Coca- Cola‟s slogans. The part of the
advertisements which were going to be analyzed was the slogans in the advertisements.
The stylistics approach to analyze the slogans was phonological features, lexical words, and syntactic features. Each datum was analyzed by indentifying the
graphological typography, capitalization, and indentation and phonological features meter, alliteration, rhyme, assonance, consonance, and repetition. Then, the data
were analyzed by identifying the lexical words proper noun, vocabulary, imagery, metaphor, hyperbole, personification, and simile. After that, the data were analyzed
by identifying the syntactic features sentence structure, simple sentence, complex sentence, ellipsis, and complex noun phrase. The amount of the frequency of
occurrence of each linguistic feature was needed to find out which linguistic features are the most frequent. After each datum was analyzed the data will be put on tables to
make it easier to be understood and categorized based on the linguistic features. b. The second step was answering the second problem. After the first
problem had been answered and the linguistic features used in the slogans could be identified, then how those features could create persuasive effects for the readers by
using the theory of persuasion would be found out. The theory of persuasive language by Timothy A. Borchers was used to analyze the data. The already identified data
from the previous analysis were collected and analyzed by using the theory of persuasive language by Borchers. Based on the theory of persuasive language by
Borchers, the data were about to be classified into five ways using persuasive
language strategies such as language intensity, powerful language, language and imagery, rhetorical figures, and metaphor.
The intense words in all selected Coca-Cola slogans were identified in order to analyze the language intensity. It is believed that the intensity can influence
the audience to remember the advertisement. The powerful language found in the slogan did not use empty adjectives, question forms, polite forms, and hedges. Then,
the language and imagery functioning as giving audiences‟ perspective about the advertisement were also analyzed. The use of rhetorical figures could also distribute
the persuasive message. Hence, the rhetorical figures including parallelism alliteration, antithesis, and repetition were also analyzed. Metaphor was the last
aspect mentioned by Borchers to make attractive language. The comparison analysis between metaphor as a language feature
of Stylistics and as part of Borchers‟ theory would be detailed. A questionnaire was distributed to support the idea that persuasive
effects inside the slogans could affect young readers who learn English as a second language. From the result of the questionnaire, which slogan considered as the most
interesting for the readers can be obtained. After that, the relation between the linguistic features and persuasive effects of a slogan could be proven.
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CHAPTER IV ANALYSIS
