A STUDY ON LANGUAGE STYLE IN AIRLINE ADVERTISMENTS IN TIME MAGAZINE AN UNDERGRADUATED THESIS
A STUDY ON LANGUAGE STYLE IN AIRLINE ADVERTISMENTS IN TIME MAGAZINE AN UNDERGRADUATED THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra in English Letters
By GANIS WIDYAPSASMI
Student Number: 074214024
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ENGLISH LETTERS STUDY PROGRAMME DEPARTMENT OF ENGLISH LETTERS FACULTY OF LETTERS SANATA DHARMA UNIVERSITY YOGYAKARTA 2011
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A STUDY ON LANGUAGE STYLE IN AIRLINE ADVERTISMENTS IN TIME MAGAZINE AN UNDERGRADUATED THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra in English Letters
By GANIS WIDYAPSASMI
Student Number: 074214024
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
ENGLISH LETTERS STUDY PROGRAMME DEPARTMENT OF ENGLISH LETTERS FACULTY OF LETTERS SANATA DHARMA UNIVERSITY YOGYAKARTA 2011
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I would rather be hated for who i am than loved for who i am not
(Kurt Cobain) PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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Dedicated foremost to my beloved parents, Teguh Wiratmo and Dewi Purbandiniv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
LEMBAR PERNYATAAN PERSETUJUAN
PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
Yang bertanda tangan dibawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Ganis Widyapsasmi Nomor mahasiswa : 074214024 Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul :
“A STUDY ON LANGUAGE STYLE IN AIRLINE ADVERTISEMENTS IN
TIME MAGAZINE”
Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di Internet atau media lain untuk kepentingan akademis tanpa perlu meminta izin dari saya maupun memberikan royalty kepada saya selama tetap mencantumkan nama saya sebagai penulis.
Demikian pernyataan ini saya buat dengan sebenarnya. Yogyakarta, 7 November 2011 Yang menyatakan Ganis Widyapsasmi vi PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
ACKNOWLEDGEMENTS
First of all, I would thank Jesus Christ who lead me, guide me and strengthen me in every step of my life. I never feel alone because You always be here beside me.
I am grateful to my advisor, Dr. Francis Borgias Alip, M.Pd., M.A. for his guidance and suggestion to finish my thesis. I also express my gratitude to my co-advisor, Adventina Putranti, S.S.,M.Hum., for her valuable suggestion and advice.
I dedicated this thesis to my beloved family, for their support and unlimited love. Foremost I would dedicate it to my father, Teguh Wiratmo and my mother, Dewi Purbandini. Pardon if I could not be the best but I will always do my best. I will always try to make you proud. Thank for your pray, support, love, and care. My sincere thank also goes to my sister, Disma Widyapsih and my brother, Danalan Louisa, thank for always be beside me day and night.
I would also express my gratitude to Ardian Elonard, for both his support and mockery that strengthen me to be better. I also appreciate my Keluarga Cemara, thanks for togetherness and everytime we have spent, especially mbak Chiki, my twins, hope our sisterhood will last forever. I also thank Anti, Puput, Irine and Putra for the nice discussion. And the best big family I have ever had, blueblood family, I have spent a long time away from all of you but my heart still there with you. vii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Lastly I would thank all of my friends in English Letters 2007 and Linguistic Class. I also would like to express my appreciation to all lectures and staff in English Letters Department of Sanata Dharma University.
Ganis Widyapsasmi
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TABLE OF CONTENTS
TITLE PAGE .......................................................................................................... i
APPROVAL PAGE ................................................................................................. ii
ACCEPTANCE PAGE ........................................................................................... iii
MOTTO PAGE ....................................................................................................... iv
DEDICATION PAGE ............................................................................................. v
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI .............................. vi
ACKNOWLEDGEMENT ...................................................................................... vii
TABLE OF CONTENTS ........................................................................................ ix
ABSTRACT ............................................................................................................. xi
ABSTRAK ............................................................................................................... xii
CHAPTER I: INTRODUCTION .......................................................................... 1
A. Background of the Study .......................................................................... 1 B. Problem Formulation ............................................................................... 3 C. Objectives of the Study ........................................................................... 3 D. Definition of Terms ................................................................................. 4CHAPTER II: THEORETICAL REVIEW ......................................................... 6
A. Review of Related Studies ...................................................................... 6 B. Review of Related Theories .................................................................... 71. Language Style ................................................................................... 8
2. Theory of Advertisement .................................................................... 14
A. Theoretical Framework ........................................................................................ 20 ix
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CHAPTER III: METHODOLOGY ...................................................................... 22
A. Object of the Study .................................................................................. 22 B. Approach of the Study ............................................................................. 23 C. Method of the Study ................................................................................ 23 D. Research Procedure ................................................................................. 23CHAPTER IV: ANALYSIS ................................................................................... 25
A. Language Style used in airline advertisements ....................................... 25 B. Significance of each Language Style ...................................................... 41CHAPTER V: CONCLUSION .............................................................................. 43
BIBLIOGRAPHY ................................................................................................... 45APPENDICES ......................................................................................................... 47
Appendix 1 ................................................................................................................ 47 Appendix 2 ................................................................................................................ 51 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJIPLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
ABSTRACT GANIS WIDYAPSASMI. A Study on Language Style in Airline
Advertisements in Time Magazine. Yogyakarta: Department of English Letters,
Faculty of Letters, Sanata Dharma University, 2011 Language has some roles in human life. Human use language for communicate each others. Moreover language also can be a tool to persuade and influence people. Language plays an important role in advertisement texts. The use of language style can make the advertisement more attracting and impressing to the readers. The creative use of language style can make an advertisement attractive and impressive. The writer is curious to investigate the advertisement texts by analyzing the headline. The writer chooses airline advertisement texts to be investigated. The airline advertisements are selected because of its use of language which is unique and attractive. The advertisers use both figurative and literal language in their texts. The use of figurative language, including idioms, and literal language make the advertisement more vivid.
This thesis covers two main problems. The first problem tends to investigate the use of language style in airline advertisement in Time magazine. The second problem is to find out the significance of each language style. In this thesis, the term of language style limited in the use of figurative and literal language.
In order to investigate the data, the writer applied the method of empirical research. The writer did some steps to answer those two problems. First, the writer
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collected the data from Time magazine issued from July 9 , 2007 till September
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15 , 2008. In analyzing the texts the writer uses only the headline of the airline advertisements. There are 40 data taken in doing the analysis. The second was data analysis, the writer analyze the data by classifying the data according to each language style. Then, the writer found out the significance of each language style.
The result of the research can be drawn from the analysis. From 40 data, there are 8 data which contains literal language. From the 32 data containing figurative, the high frequent is metaphor. There are 10 advertisements contains metaphor and the least frequent are allegory and irony, there are no use of allegory and irony even. More than half of the whole data use figurative language. The highly use of figurative language indicates that figurative language considered to be unique and attractive that can arouse people curiosity. Thus the reader will read the body copy that contains more information about the product. Advertisers use literal language because headline also has its purpose to get a direct-response of the reader to buy or take the product. Therefore, they use common and familiar words which are literally can be recognized. xi PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
ABSTRAK GANIS WIDYAPSASMI. A Study on Language Style in Airline
Advertisements in Time Magazine. Yogyakarta: Jurusan Sastra Inggris, Fakultas
Sastra, Universitas Sanata Dharma, 2011 Bahasa memiliki beberapa peran dalam kehidupan. Manusia menggunakan bahasa untuk berkomunikasi satu sama lain. Selain itu, bahasa juga bisa menjadi sarana untuk memersuasi dan mempengaruhi orang. Bahasa juga memiliki peran yang penting dalam teks iklan. Penggunaan gaya bahasa bisa membuat iklan menjadi lebih menarik dan mengesankan untuk dibaca. Penggunaan gaya bahasa yang kreatif bisa membuat iklan menjadi lebih menarik dan mengesankan. Penulis sangat ingin meneliti teks iklan dengan cara menganalisis headline dari iklan tersebut. Penulis memilih teks iklan dari perusahaan penerbangan untuk diteliti.
Iklan dari perusahaan penerbangan dipilih karena penggunaan bahasanya yang unik dan menarik. Pemasang iklan menggunakan bahasa kiasan dan harafiah dalam membuat teks iklan. Penggunaan gaya bahasa termasuk idiom, dan bahasa yang harafiah membuat iklan menjadi lebih hidup
Skripsi ini mencakup dua permasalahan. Permasalahan yang pertama yaitu penelitian terhadap penggunaan gaya bahasa pada iklan penerbanagn di majalah
Time . Permasalahan yang kedua mencari sisi penting dan makna dari setiap gaya
bahasa. Dalam skripsi ini, istilah gaya bahasa hanya mengacu pada penggunaan bahasa kiasan dan bahasa harafiah.
Untuk meneliti data-data tersebut, penulis menggunakan metode empiris. Penulis juga melakukan beberapa tahap untuk menjawab kedua permasalahan. Pertama-tama, penulis mengumpulkan data-data dari majalah Time mulai dari edisi 9 Juli 2007 sampai dengan 15 September 2008. Dalam menganalisis teks iklan, penulis hanya menggunakan headline dari keseluruhan bagian iklan. Data- data yang diambil unutk analsis ada sekitar 40 buah. Untuk proses selanjutnya adalah analisis data, penulis menganalisis data-data dengan cara mengelompokkan data-data ke dalam setiap jenis gaya bahasa. Kemudian, penulis mencari makna dari setiap gaya bahasa.
Hasil dari penelitian dapat diperoleh dari analisis yang sudah dilakukan. Dari 40 data, ada 8 data yang mengandung bahasa harafiah. Dari 32 data yang menggunakan bahasa kiasan ada, 10 data memakai metafora. Dari keseluruhan data yang sudah dianalisis, yang paling jarang digunakan adalah alegori dan ironi bahkan keduanya tidak digunakan sama sekali. Lebih dari separuh dari dari data mengguankan bahasa kiasan. Tingginya penggunaan bahasa kiasan dalan iklan menunjukkan bahwa bahasa kiasan dianggap sebagai sesuatu yang unik dan menarik yang dapat menimbulkan rasa ingin tahu. Sehingga pembaca akan membaca badan teks yang mengandung informasi dari produk tersebut. Pemasang iklan menggunakan bahasa harafiah dengan mempertimbangkan bahwa dalam membuat headline mereka harus membuatnya sederhana dan mudah dimengerti.
Oleh karena itu mereka menggunakan kata-kata yang biasa digunakan yang secara harafiah dapat dikenali. xii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
INTRODUCTION
CHAPTER I A. Background of the Study Language is a tool of communication. People use language to
communicate their feeling or ideas. Language has been developed from time to time. Language becomes important for human being because it is used in everyday life. Language has some roles in human life. Humans may use language for purely aesthetic reasons, for example in writing poetry. They also use language for persuading and influencing others. The way the use language to persuade and influence other people are various.
And one of the most concrete is in the advertisement.
Advertisements can be found everywhere in everyday life. The various media can be classified into several ways. One of the classifications is media classified by type. There are 4 types of media classification by types, such as print media, broadcast media, direct and specialty media and out-of-home and directory media. (Gilson, 1980:267)
Printed advertisements can be categorized into magazines, newspaper, brochures, flyers, whereas broadcast advertisements which can be seen in television and heard in the radio. For many years magazines and newspaper were the only major media available to advertiser. Belch (2004:392) stated that with the growth of broadcast media, particularly PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
television, reading habits declined. But despite the competition from the broadcast media, newspaper and magazines have remained important media vehicles to both consumers and advertisers.
The role of magazines and newspapers in the advertiser’s media plan differs from that of the broadcast media. The print media are not intrusive like radio and TV, and they generally require some effort of the reader for the advertising message to have an impact. The readers can have an impact from the advertisement they read through words or picture which are used in the advertisements.
Advertisers and journalist, for example, love to play with language in many of the same ways as poets and novelist (Jeffries, 1998: 236).
According to Aitchison (2003: 155) there are three major ways in which advertisers get their effect. They write it large, they make it short, they make it ‘jingly’. Creative use of language style also takes some roles to create an impact to increase selling as it can catch and hold the reader’s attention.
The use of language certain language style aims to build an image of an advertisement. It is also the way of the advertiser to send a message to the readers. The advertisers use both figurative and literal language in their advertisements. An advertising copywriter plays with creative words in order to make the advertisements attractive and distinct to others. Cristal stated that analyses of advertising style by linguists and professional copywriters have drawn attention to several features of this variety. Most PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
obviously, the language is generally laudatory, positive, unreserved, and emphasizing the uniqueness of a product. The vocabulary tends to be vivid and concrete. Figurative expressions are common. And considerable use is made of inexplicit grammatical construction.
In this thesis the writer analyzed the advertisement text in the magazine. The advertisements chosen are airline advertisements in Time.
The writer analyzed only the headline of the advertisement because headline the headline was considered the single most important element in ad (Gilson,1980:405). Language style of the advertisement will be the focus of analysis in this study.
B. Problem Formulation In this research there are two questions the writer used to analyze the data, which are formulated as follow:
1. What language styles are used in airlines advertisements in Time
Magazine ?
2. What is the significance of the use of language style in airline advertisements in Time magazine? C. Objectives of the Study
This study aims to find out what style of language which are used in the airlines advertisements in Time, whether it uses literal language or figurative language. If it uses figurative language the writer will continue PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
the analysis into what type of figurative language which employed in each advertisement.
And the second problem aims to find the significance of the use language style in the advertisement. In this study the writer use Time
Magazine where can be found some advertisements which can be the data
to this study. To make it more specific, the writer only analyzes the data from the airlines advertisements.
D. Definition of Terms To avoid misunderstanding and misleading interpretation, it is important to know some definition of terms used in this study. The terms that will be used in this study are figurative speech, idiom, advertisement, and magazine.
Stylistics can be defined as the analysis of distinctive expression in language and the description in language and the description of it purpose and effect (Verdonk, 2002:4). Briefly, stylistic is the study of style in language. The use of style in language has a direct and powerful effect on the reader (2002:3). Therefore stylistic is an effective way to make a persuasion such an advertisement.
Figurative speech is any way of saying something other than the ordinary way. A figure of speech is more narrowly definable as a way of saying one thing and meaning another, and we need to be concerned with no more than a dozen (Perrine, 1969: 65). Unlike figurative speech, literal PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
speech seems to be more direct and straightforward. Idiom is an expression which cannot be understood from literal meaning of the words of which it is composed (Peaty, 1983:2)
Magazine is a printed collection of texts (essays, articles, stories, poems), often illustrated, that is produced at regular intervals (Kuiper, 1995:712). There are some points to consider related to the definition of magazine. McLaughlin (2000:1) stated that the first point to note is the reference to frequency. Magazines are issued at regular intervals either weekly, fortnightly, monthly or quarterly. The next reference is to the material form of magazines. Paperback is a term now used to refer to a type of book rather than magazine. The quality of the material of today’s magazines can vary; weekly publications are made of a cheaper quality paper whereas monthly magazines are higher quality, often using glossy paper. The last reference in the definition of magazine concerns the content of magazine-articles, fiction and photograph- which relates to the original meaning of the word magazine, storehouse of information. The writer uses magazine as a media to collect the data. Magazine is a printed media which contains a lot of advertisements.
Advertisement is a commercial promotion whose product is being presented as desirable for us to buy (Goddart, 1998:5). Therefore advertisement contains some elements which can attract people to buy the product. One of them is language. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
CHAPTER II
THEORETICAL REVIEW Chapter II contains three parts. The first part is Review of Related Studiesby Ismiyanto in case of the language style on Marlboro advertisements. The second part is Review of Related Theories. Those theories provided to analyze the data. They concern about the language style and advertisement. The third part is Theoretical Framework. This part will cover the important review of related theories in answering the problems.
A. Review of the Related Studies In this part the writer will review a previous study by Ignatius Agung
Ismiyanto entitled “A Study of Language Style on Marlboro advertisement Texts”. Ismiyanto investigates the language style by analyzing the element of writing and linguistic feature.There are some types of writing, and persuasive is often used in advertisement texts. Ismiyanto investigates the functions of writing which are shown in the advertisement texts, moreover he also examined the way the writing technique and linguistic features can create persuasion.
Ismiyanto used stylistic approach to analyze the data because stylistic approach can be used not only for literary texts but also used for non- literary which studies about linguistic features and elements. To collect the data He took from the online resources. The data collection reviews the Marlboro PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
advertisement from the catalogue of Marlboro from 1951-1994. And there are 24 data taken.
Unlike Ismiyanto who analyzed the language style by its writing type, the writer analyzed the texts by language style which is used by copywriter in airline advertisements in Time. The writer also collected the data from printed magazine and focused only in the airline advertisements. The language style will be identified by analyzing the headline of each advertisement. The frequency of each datum also be analyzed, which style is mostly and which one is rarely used.
And the significance of each language style also will be investigated.
B. Review of the Related Theories
In this part the writer includes some theories to analyze the data, in order to give limitation and to draw conclusion.
1. Language Style
Style is indeed a distinctive way of using language for some purpose and to some effects (Verdonk, 2002:5). The use of certain style determined by purposes for instance is to create persuasive effect. Different choices will produce different styles and thereby different effect. In fact, all the devices which have been used to create an attention seeking and effective headline are the result of the choice of certain forms and structures over others (2002:5-6). Such conspicuous elements hold promise of stylistic relevance rouse the reader’s interest or emotions.
The language choice is very important to the advertiser. As with literary texts, advertisements often have complex sets of addressers and addressees
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(Goddart, 1998:6). There is a message which will be sent from the addressers to the addresses. To make the addresses understand the purpose of the message, the addresser should choose right language to communicate. Alip (1993: 37-38) stated when two people decide to communicate with each other. They will try to find a means which enable them to understand each other’s message. For this purpose, they will choose certain language that they feel more effective and efficient.
The advertisers use language to communicate their purpose to the reader, in order to make the readers understand the message of the ads. If the readers can easily understand the message and they are attracted, they will buy the products being advertised, the goal are achieved.
The structures of language that then also become foregrounded elements in text consist of four levels such as typography, sounds, word-choices, and grammar or sentence structures (2002:6). Based on Cambridge Advanced Learner’s Dictionary, typography means the style, size arrangement of the letters in a piece of printing for instance a larger and bolder typeface, the use of a dash in a conspicuous place. The elements of sound include alliteration, rhythm, balanced stress pattern, rhyme, and other phonetic effects which are noticeable to the reader (Cristal, 1987:390). The choice of grammar and structure such as elliptical sentence usually made of inexplicit grammatical construction which lend an air of vagueness, for example :X cost less(than what?), Many people say…(who?). And the last elements is word choice which include the vocabulary, the use of figurative expression and idiom.
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The following explanation is the theory including the diction or word choice which specified into figurative language and idiom.
1) Figurative Language Comparing to literal language which means the basic meaning of a word, there is figurative language. Figurative language is language using figurative speech. According to Perrine (1969:65) figurative speech broadly defined as any way of saying something other than the ordinary way. Unlike literal speech, figurative speech implies meaning which is distinct. It can be imaginative comparison or contradictory. Every use of figurative language involves a risk of misinterpretation, tough the risk is well worth taking. Fortunately all people have imagination to some degree, and imagination can be developed (Perrine, 1969:715).
Figurative language affords us imaginative pleasure. Imagination might be described in one sense as that ability of the mind that proceeds by sudden leaps from one point to another.
Figures of speech are a way of bringing additional imagery into verse, of making the abstract concrete, of making something more sensuous. It is also a way of adding emotional intensity to otherwise merely informative statements and of conveying attitudes along with information. Figures of speech are an effective means of concentration, a way of saying much in brief compass.
There are 250 types of figurative speech but based on Perrine’s theories there are 10 types of figurative speech as follow
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a. Metaphor Metaphor (Perrine, 1969:65) means comparing things that are essentially unlike. The comparison is not expressed but is created when a figurative term is substituted for identified with the literal term. Metaphor may take one of four forms, depending on whether the literal and figurative terms are respectively named or implied. The first form, both the literal and figurative terms are named. The second form, the literal term is named and the figurative term is implied.
The third form of metaphor, the literal term is implied and the figurative term is named. And the last one is both the literal and figurative terms are implied. In the sentence, “Thy word is a lamp unto my feet, and a light unto my path”, would compare two things between word and lamp.
Both can brings the light, even they essentially are two very different things.
b. Simile Simile (Perrine, 1969:65) used as a means of comparing things that are essentially unlike. It expresses likeness between persons or things that are in most respects unlike. It compares two things by asserting that one is like the other. The comparison is expressed by the use of some word or phrase, such as like, as, similar to, resembles, or seems. Those words used to transfer to A qualities or feeling associate with B. For example : I wandered lonely as a cloud. The sentence contains simile since it comparing two things between I and a cloud and it is expressed with the word as.
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c. Synecdoche Synecdoche (Perrine, 1969:69) means the use of a word in a broadened sense that includes the ordinary meaning as one aspect, for example : Twenty hands are employed in the factory. Hands means the whole human beings, not just the hands (one part of human body) d. Metonymy
Metonymy means the use of something closely related to for the thing actually meant (Perrine, 1969:69). For example in the sentence “The pulpit is a great power”. The pulpit is used as a sign for the man in the sermon. When the priest delivered sermon, He or She always stand behind the pulpit. So it is just like a power for the priest
e. Irony The opposite of what one means. Generally speaking, irony is a literary device or figure that may be used in the service of sarcasm or ridicule or may not(Perrine, 1969:113), for example : Here’s some bad news for you. You all got A’s and B’s. It is ironic because when the teacher said that there are some bad news for the students. They must think that they will get bad marks for the exam, but in contrary all of the students got A and B.
f. Personification Personification consists in giving the attributes of human being to an animal, an object, or a concept (1969:67).It is a subtype of metaphor, an implied comparison in which the figurative term of the comparison is always a human being. Such implied comparisons are often effective, but
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they should be used with restrained. For example : And all the little roofs of the village bow low pitiful, beseeching, resigned. The little roofs are inanimate objects but it stated as if they have qualities of human being.
g. Hyperbole (Overstatement) Hyperbole means exaggeration, but exaggeration in the service of truth. Overstatement may be used with a variety of effects. It may be humorous or grave, fanciful or restrained, convincing or unconvincing (Perrine, 1969:110). Like all figures of speech, overstatement ,may be used with a variety of effects,for example : His leg bestride the ocean. It is exaggerating because the speaker did not really mean what is being said.
h. Litotes (Understatement) Perrine (1969:111) stated that Litotes means saying less than one means, may exist in what one says merely in how one says it. It is a quantitative diminishing of one of the properties of an object, state, and so on. In the statement, a citizen of no mean city employed understatement because the speaker says less than it means. i. Allegory
Allegory is a narrative or description that has a second meaning beneath the surface (Perrine, 1969:91). Allegory also has been defined asan extended metaphor and sometimes as a series of related symbols. In allegory there is usually a one-to-one correspondence between the details and a single set of ulterior meanings. In complex allegories the details may have more than one meaning, but these meaning tend to be definite, though less
rich than the symbol, allegory is an effective way of making the abstract concrete. The sentence “ I see a star above your head” contains meaning that sentence the speaker would say that the hearer will get a fortune. j. Apostrophe
Related to personification, apostrophe consist in addressing someone absent or dead or something nonhuman as if that person or thing were present and alive and could reply to what is being said (Perrine, 1969:67). Just like personification, apostrophe uses the way of giving life and immediacy of one’s language. Apostrophe employed in the statement, “Milton! You should be living at this hour”. It expresses as if Milton was present, and can have a conversation to him.
2) Idiom Idiom is sequences of words whose meaning cannot be predicted from the meaning of the words themselves (Palmer, 1976:36). Semantically, idioms are single units, but they are not single grammatical units like words. Peaty (1983:2) stated that idiom cannot be understood from the literal meaning of the words of which it is composed. For example, give inis an idiom meaning “surrender”. This idiomatic meaning is completely unrelated with the literal meanings of the individual words give and in.
Moreover, idioms are also more or less invariable or fixed in form or order in a way that makes them different from literal expression (Cristal, 1995:163). For instance the phrases put a sock in it which means “stop talking”. It is not possible to replace any of the lexemes and retainthe idiomatic meaning, thereby if we
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change one of a lexeme for example into put a stocking in it orput a sock on it, itmust be interpreted literally.
For it is a fixed expression we cannot put additional words within the phrases like we put the adverb quickly intothe phrasego the whole hog. Unlike the fixed expression of an idiom, it is possible to insert words into a literal sentence.
Idiom is more or less invariable or fixed in form or order in a way that makes them different from literal expression. That is what it sometimes called ‘frozen’ or ‘dead’ or ‘fixed’ metaphor (Cruse, 1986:41)
2. Theory of Advertisement As with literary text, advertisements often have complex sets of addressers and addressees. Advertising is not just about commercial promotion of branded products, but can also encompass the idea of texts whose intention is to enhance the image of an individual, group or organization. According to White (1980 :5) the role of advertising is very simple, to sell. If it is fails to do that, in one way or another, there is little point in it. As long as advertisers delivered enough advertising against the right consumers the result could be measured in sales. There are some general rules which may apply to ads in all media. Every advertisement should embody a clear, straightforward, proposition. It should be offering the potential buyer at least one, possibly only one. Any product has some characteristic which can be developed so as to make it unique
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Make an advertisement in a few words as possible. It may ignore grammar which seems to be assumed by many advertisers that this sort of thing makes it simpler for the public to take in. White (1980:77) assumed that a long copy advertisement can work, for examples for durable, especially cars, for financial services and products, and for slightly unfamiliar holiday products. As long as they can make it is readably presented and interesting. Basically the length of copy is determined by the complexity of the message to be communicated. In general, words should not be wasted; they should be used if they are needed.
The most important point to advertise is originality, advertising is to attract attention. It can do this by using specifically attention, such as an enormous headline in the press, whistles or other unusual sounds on TV or radio, flashing lights on TV or cinema. But these are likely to be artificially imposed in the context of an ad. Advertiser is needed to be creative and always make some innovations. It is far more desirable to develop a style of advertising that fits the brand and has a relevant built-in attention-getting effect. The effect may be visual or verbal, in sound or music and trick of photography (White, 1980:79).
Obviously, advertisements can be one element which contribute to the character and reputation of the brand. It can be a very important part of getting to the customer, in order to create that favorable prejudice. Its role is very simple; to sell. If it fails to do that, in one way or another, there is little point in it.White (1980:51) stated that advertisements inform, persuade,
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remind, influence, change opinions; they even, perhaps, change emotions and attitudes. The use of language can be said to be ‘selling something’. It means that language also important part in the advertisement, beside memorable image and the famous personality
Advertisement can employ other varieties of language in its service (Cristal 1995:388) ; any fragment of human condition can be found in an advertisement. Lexically, it tends to use words which are vivid, concrete, positive, and unreserved. Grammatically, it is typically conversational and elliptical and often vague. It uses highly of figurative expression, deviant graphology, and strong sound effect, such as rhythm, alliteration, and rhyme.
According to Bovee and Arens(1982: 307)The key elements in print advertising are the headline, illustration, subhead, body copy, captions, boxes and panels, slogans, logotypes, seals, and signatures.
a. Headlines
The headline is considered by many to be the most important element in print advertisement. The term headline refers to the words in the leading position in the advertisement-that is, the words that will be read first or that are positioned to draw the most attention. As result, headlines are usually seen in larger type than other portions of the advertisement.
A headline has six important functions. First, the headline must attract attention to the advertisement. Second, the headline should select the reader. It tells whether the subject matter of the ad interest reader. Reader
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Third, the headline should lead the reader directly into the body copy. The headline must present the complete selling idea. It creates the mood, suggest the image, asks for the sale, and states the brand name, all at once. Not only that, it is memorable and identifiable with the product. The benefit to the readers should be readily apparent and easy to get, therefore the headline should promise the costumer benefit. Consumers look for new products, new uses of old products, or improvements on old products. Therefore the headline also has its function to present product news of interest to the reader. For example the uses of the words new, now, suddenly, announcing,
introducing, it’s here, improvement, revolutionary, just arrived , and important development .
b. Subheads
Subheads are misnamed because they can appear above or below the headline, they can appear in the body copy or the text of the advertisement (Bovee and Arens, 1982:310). Subheads usually appear in a smaller type size than the headline. The purpose of the subhead is to transmit key sales points. Most people read only the headline and subheads. The subhead should be reserved for important facts that may not be as dramatic or memorable as the headline information. The subhead should reinforce the headline and advertisement theme.
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Body copy
Body copy, or text, as it sometimes called, tells the complete sales story. It is a logical continuation of the headline and subhead(Bovee and Arens,1982:311). The bodycopy is a set in smaller typeface than headlines or subheads. Body copy is also where the sale is closed. The text should relate to the campaign appeal and to the reader’s self interest. It must explain how the product or service being advertised satisfies the customer’s need.
d. Slogans
Slogans are similar to the headlines. In fact, many of them began as successful headlines (Bovee and Arens,1982:316). They become standard statements for salespeople and company employers. Slogans have two basic purposes. The first is to provide continuity for a campaign and the second is to reduce a key theme or idea the company wants associated with its product or itself to a brief memorable statement.
e. Seals, logotypes, and signatures
The terms of seal refers to the company seal or trademark. These are actually called logotypes. Logotypes and signature cuts are special designs of the advertiser’s name or product name (Bovee and Arens,1982:316). They appear in all the advertisements and are like trademarks because they give the product individuality and provide quick recognition at the point of purchase.
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According to Gilson (1980:407) headline style and content vary according to the objectives and purpose of the ads. For example: if the objective of the ad is to build awareness, the headline can be treated as:
a) A direct headline that states a benefit (or unique selling proposition), such as “Schafer is the one beer to have when you’re having more than one”. A direct-response headline has the purpose of making the reader order something right from the ads.
b) An indirect headline to involve the reader by pointing to some problem to some problem that the product can solve or making some unusual statement to prod the reader’s curiosity.
c) A question or challenge headline that attempt to involve the reader, as in “How much is your bank really charging you for free checking?” or “What makes our tire customers smarter & richer than others?”. A good question headline piques the reader’s curiosity and imagination. But if a headline asks a question the reader answer quickly the rest of the ad may not get read.
d) A news-oriented, which has some news value for the reader. The word “new” itself is a powerful one in headlines. It announces news or promises information.
Unlike the individually tailored presentations of sales representatives, advertising messages appear in standardized form in print(newspaper, magazines, and books) and on broadcast media(radio
and TV) as well as billboards, the sides of buses, and in other places where interested people are likely to see them (Gilson 1980 :11) An advertiser should have some strategies in order to make the message of the ad can be delivered. The message strategy is a simple description and explanation of an ad campaign’s overall creative approach-what advertising says, how it says it, and why. The message strategy has three components:
Commercial printed and broadcast media have two main reasons for being advertised. The first reason is to serve their various audiences by providing information, entertainment, and enlightenment and the second reason is to make money by assembling audiences that are attractive to various advertisers.