Analysis of Doublespeak in The Advertisements of Health Products.
TABLE OF CONTENTS
ACKNOWLEDGEMENTS………………………………………………………. i
TABLE OF CONTENTS…………………………………………………………. ii
ABSTRACT…………………………………………………………...................... iii
CHAPTER ONE: INTRODUCTION……………………………........................
Background of the Study……………………………………………………..
Statement of the Problem…………………………………………………….
Purpose of the Study…………………………………………………………
Methods of Research…………………………………………………………
Organization of the Thesis…………………………………………………...
1
1
4
4
4
4
CHAPTER TWO: THEORETICAL FRAMEWORK………………………… 5
CHAPTER THREE: ANALYSIS OF DOUBLESPEAK………………………. 10
CHAPTER FOUR: CONCLUSION…………………………………………….. 30
BIBLIOGRAPHY………………………………………………………………… 34
APPENDICES…………………………………………………….......................... 35
i
Maranatha Christian University
ABSTRACT
Dalam tugas akhir ini, saya membahas tentang penggunaan doublespeak
yang acapkali ditemukan dalam kehidupan sehari-hari. Doublespeak dapat
dijumpai dalam berbagai situasi publik, seperti dalam dunia politik dan dunia
bisnis. Namun demikian, untuk penulisan tugas akhir ini, saya mengambil topik
doublespeak yang dikhususkan dalam dunia periklanan, terutama dalam iklan
produk kesehatan yang diperoleh dari majalah. Dalam tugas akhir ini, saya
menganalisis doublespeak yang ditemukan dalam data serta membahas arti
harafiah di balik kata-kata yang mengandung doublespeak. Dalam pembahasan
ini, saya menemukan lima jenis doublespeak, yaitu weasel words, parity class,
unfinished word, up to claim dan jargon.
Pada dasarnya, tujuan doublespeak dalam periklanan adalah guna menarik
perhatian konsumen dan menjadikan produk yang ditawarkan tampak menarik dan
menjanjikan.
Secara keseluruhan, dunia periklanan tidak terlepas dari penggunaan
doublespeak. Doublespeak merupakan suatu alat penting yang digunakan oleh
pembuat iklan untuk mengecoh konsumen melalui kata-kata yang digunakan.
Pengguna doublespeak acapkali menyampaikan sesuatu kepada publik dengan
amat berhati-hati, sehingga seringkali orang tidak menyadari maksud sebenarnya
ii
Maranatha Christian University
di balik doublespeak tersebut. Oleh karena itu, sebagai konsumen atau pembaca,
kewaspadaan sangatlah penting dalam mengidentifikasi kehadiran doublespeak,
terutama dalam bahasa periklanan.
iii
Maranatha Christian University
APPENDICES
Data 1
37
Maranatha Christian University
Data 2
38
Maranatha Christian University
Data 3
39
Maranatha Christian University
Data 4
40
Maranatha Christian University
Data 5
41
Maranatha Christian University
Data 6
42
Maranatha Christian University
Data 7
43
Maranatha Christian University
Data 8
44
Maranatha Christian University
Data 9
45
Maranatha Christian University
Data 10
46
Maranatha Christian University
Data 11
47
Maranatha Christian University
Data 12
48
Maranatha Christian University
CHAPTER I
INTRODUCTION
BACKGROUND OF THE STUDY
In the world, there are a great number of products with different brands
and functions. This happens because the needs of human always increase from
time to time. To meet those needs, producers compete with one another to draw
the consumer’s attention by applying various ways to promote their products.
The products that are developing in the market make it difficult for the
consumer to choose the suitable product for their need because all products have
their own benefits. Today, there are a lot of advertisements displayed in the
electronic or printed media.
Nowadays, there are great numbers of products with the same function; for
example, toothpastes. Toothpastes belong to parity class because there are lots of
different brands of toothpastes in the market, such as Pepsodent, Close Up,
Darlie. Those products have the similar function. That is, to clean our teeth.
Despite the fact that the products belong to the same category, each advertiser
adopts different ways of promotion from one another. Each advertiser tries to
1
Maranatha Christian University
make a change for their product, such as the advertiser gives their product a new
packaging or even adds some new compositions to the product.
One of the ways to make the products seem perfect is by using words and
sentences in their advertisement. It is known as Doublespeak. “Doublespeak is the
language that pretends to communicate but really does not, it is language designed
to mislead” (Lutz 1).
In doublespeak, if there is something accurate in the words, it is
considered to be the reality. The existence of doublespeak makes the
communication in public become obscure. In the advertising world, the
advertisers’ purposes of using doublespeak are not to lie to the consumer, but it
actually says the truth. Still, there is no clear result of what they have said. That is
why, doublespeak in advertisements can make the reader have wrong
interpretation on what the advertisers say. (Lutz 1)
Few people are aware of the use of doublespeak in advertisements. Often
people are interested in the advantages that the product offers, but they do not
exactly know that it is merely a technique that the advertiser uses to attract the
consumer by using words and sentences in their advertisements. However,
sometimes we regret having purchased such a product because it does not have the
benefit as the advertiser claims.
Recognizing the use of doublespeak can be a tricky thing to do. The words
in sentences that contain doublespeak are arranged so smartly that it often makes
people misunderstand what those sentences really mean.
In general, Doublespeak is divided into four kinds. They are Euphemism,
Jargon, Gobbledygook and Inflated Language. Those kinds of doublespeak are
2
Maranatha Christian University
often found in our daily life. Apart from kinds of doublespeak, there are rules of
parity, weasel words, up to claim and unfinished words in the advertising area.
My topic is Doublespeak in advertisements, especially in health products. I
find this topic to be interesting. That is why I want to dig it more deeply and know
further about doublespeak. I am of the opinion that misleading information is
caused by doublespeak in communication, particularly in the advertising area is
challenging for research. I choose Doublespeak in advertisements, especially in
health products, because people have to use that product in their daily life. Since I
have learnt some theories concerning doublespeak, when I see advertisements on
television, in magazines or some electronic media, I find that most advertisements
use doublespeak in their ads.
The significance of my topic is that I want people to know and understand
that doublespeak is always used in advertisements. I hope they can be more
selective in choosing a certain product and not influenced by the slogans or
promotion that the advertisements offer.
The area of linguistics concerned with doublespeak is pragmatics.
Pragmatics is the study of speaker’s meaning. In particular, it is the study of the
contextual meaning. “Pragmatics is the study of how more gets communicated
than is said” (Yule 3). In this case, doublespeak is included in pragmatics because
in doublespeak there is a hidden meaning.
The source of my data is taken from printed media or magazines because I
find a lot of advertisements relevant to my thesis.
3
Maranatha Christian University
STATEMENT OF THE PROBLEM
In my thesis, I would like to analyze the following problems:
1. What kinds of doublespeak are used in the advertisement?
2. Why is the advertisement said to contain doublespeak?
PURPOSE OF THE STUDY
In the following of the statement of the problem, the purposes of this study are:
1. To classify the kind(s) of doublespeak found in the data.
2. To figure out why the advertisements contain doublespeak.
METHOD OF RESEARCH
The data are in the form of advertisements. The data are taken from
magazines. The subsequent steps to gather the data are selecting, listing, analyzing
the data and including the analysis. I use some theories from textbooks to analyze
the data.
ORGANIZATION OF THE THESIS
This thesis consists of four chapters. The Background of Study, Statements
of the Problem, Purpose of the Study, Method of Research and Organization of
the thesis are presented in Chapter I, which is the Introduction. The Theoretical
Framework is presented in Chapter II. The data analysis is in Chapter III. The last
chapter, Chapter IV states the conclusion. The Bibliography and Appendices are
put at the end of the thesis.
4
Maranatha Christian University
CHAPTER IV
CONCLUSION
In this chapter, I would like to present some concluding points based on
the discussion on doublespeak in advertisements, especially in the health products
taken from magazines.
I conclude that all of the advertisements contain doublespeak. Some kinds
of doublespeak used in my analyses are jargon, weasel words, unfinished words,
parity class and up to claim.
The most common doublespeak in my data is the use of weasel words.
Some of the weasel words found in my analysis are the words help in data 7 and
9, guarantee in data 3, 9 and 12, smoothest in data 5, 100% in data 3 and 8, etc.
The most common weasel word found in my analysis is the word new. The word
new is found in data 2, 5, 11 and 12. In the advertising world, the word new is
very popular. It is because by changing a little bit of the product, for example, by
changing the package or the flavor of the product, it becomes new product. In my
analysis, the advertisers not only use the word new in their advertisement, but also
create words that have similar meaning to the word new. Those words are
introducing in data 2, now in data 3, and discover in data 5.
32
Maranatha Christian University
In my analysis, the word help which contain a weasel word is found in
data 7 and data 9. The word help seems to promise a lot because in the ad of data
7 and 9, this word appears to give solution to our skin problem. In fact, it actually
can simply reduce, but not make us free from our skin problem. This word is such
a tricky word which can trap you if you are not aware of it.
From my analysis, I find out that the word guarantee quite often occurs in
my data. Guarantee is a weasel word. This word is found in data 3, data 9 and data
12. Advertisers like using such a word. It is because, in general, the word
guarantee has a strong meaning although in fact it does not promise much. By
using such a strong word like guarantee, consumer will automatically believe in
what the ad claims.
The data that use word 100% is found in data 3 and data 8. The word
100% belongs to weasel word. 100% is such a perfect percentage that it is
considered as a strong word. In data 8, the advertiser often uses this weasel word
in the ad. This word is used four times in data 8.
From my analysis in data 5, the word smoothest contains a weasel word. If
we see it from the surface, this word looks like parity class, but actually this word
contains weasel word. The word smoothest is just an empty verb which in fact
promises nothing. From my analysis, I conclude that such a word that has
characteristic like parity class can also be considered as a weasel word. And yet,
not all the words, but it is more of being dependent on the context.
In data 7, there is the use of phrase like bringing out the star in you which
contains weasel word. Here, we can see that weasel word is found not only in the
33
Maranatha Christian University
form of words but also in form of phrase. However, that phrase also has no
meaning. It is just used to create something good in the product.
Apart from weasel word, there is also the rule of parity used in my
analysis. In my data, only some of the advertisements use the rule of parity in their
ad. The examples of parity class in my data are the use of such words like the
smoothest in data 5, the first in data 11, and the only in data 3. The advertiser uses
such a parity word in their ad simply to claim their product as the best one and not
more than that.
Usually, we find parity class in the form of superlative words, yet in data
11, the words longest, thickest, biggest do not belong to parity class. Yet, it
contains weasel word because the superlative words do not refer to the product
itself. Instead, it refers to the result of the products. Therefore, I am of the opinion
that not all superlative words are considered as a parity class.
The other kind of doublespeak in my analysis is an unfinished word. I
conclude that most of the advertisers are fond of using this type of doublespeak in
their advertisement because the advertiser does not give any specific comparisons
in their ad. Unfinished words lead the consumer to construct their own
interpretations. Some of the unfinished words in my data are clearer in data 2,
healthier in data 3, stronger in data 3, whiter in data 4, and etcetera. The other
unfinished word I find in data 1 and data 11 are the word extra. The word extra is
different from the other unfinished words in my data because the comparative
word is not found in the word itself, but through its meaning.
The other kind of doublespeak in my analysis is the use of jargon. In the
advertising world, it is very seldom to find jargon. Usually jargon appears in other
34
Maranatha Christian University
situations like in the governmental world. Yet, in my analysis, there is the use of
jargon in data 1 and data 12. The words that contain jargon are “phrithione zinc,
merinox-c, halyoxyl and retinyl. I find out that the use of jargon is simply to make
the product look great because most of the people are not familiar with those
words. From the words themselves, they seem to be great words although we do
not really know what those words really mean.
I also find up to claim in my analysis. Yet, the existence of up to claim in
my data are not as often as the others like unfinished words or weasel words. The
word that contain up to claim in my data is the word up to 6 shades in data 4, up
to 16 hours in data 6 and up to 7 days in data 10.
From my analysis, I arrive at a conclusion that advertisers use of
doublespeak is not to lie to the consumer. Generally, advertisers use doublespeak
to cover the weaknesses of their product. Therefore, the most important thing for
the consumer is to be aware of the advertisement that promises a lot of their
product. The more aware we are of the real meanings of the words in advertising
area, the more critical we will be with the existence of doublespeak.
35
Maranatha Christian University
BIBLIOGRAPHY
Lutz, William. Doublespeak from “Revenue Enhancement” to “Terminal Living”
How Government, Business, Advertiser, and Other Use Language to
Deceive You. New York: Harper Perennial, 1990.
Yule, George. Pragmatics. New York: Oxford University Press, 1996.
Oxford Advanced Learner’s Dictionary, Sixth Edition, 2000.
Magazines:
CLEO, February 2005
CLEO, November 2005
CLEO, February 2006
COSMOPOLITAN, October 2005
COSMOPOLITAN, January 2006
COSMOPOLITAN, March 2006
COSMOPOLITAN, January 2007
36
Maranatha Christian University
ACKNOWLEDGEMENTS………………………………………………………. i
TABLE OF CONTENTS…………………………………………………………. ii
ABSTRACT…………………………………………………………...................... iii
CHAPTER ONE: INTRODUCTION……………………………........................
Background of the Study……………………………………………………..
Statement of the Problem…………………………………………………….
Purpose of the Study…………………………………………………………
Methods of Research…………………………………………………………
Organization of the Thesis…………………………………………………...
1
1
4
4
4
4
CHAPTER TWO: THEORETICAL FRAMEWORK………………………… 5
CHAPTER THREE: ANALYSIS OF DOUBLESPEAK………………………. 10
CHAPTER FOUR: CONCLUSION…………………………………………….. 30
BIBLIOGRAPHY………………………………………………………………… 34
APPENDICES…………………………………………………….......................... 35
i
Maranatha Christian University
ABSTRACT
Dalam tugas akhir ini, saya membahas tentang penggunaan doublespeak
yang acapkali ditemukan dalam kehidupan sehari-hari. Doublespeak dapat
dijumpai dalam berbagai situasi publik, seperti dalam dunia politik dan dunia
bisnis. Namun demikian, untuk penulisan tugas akhir ini, saya mengambil topik
doublespeak yang dikhususkan dalam dunia periklanan, terutama dalam iklan
produk kesehatan yang diperoleh dari majalah. Dalam tugas akhir ini, saya
menganalisis doublespeak yang ditemukan dalam data serta membahas arti
harafiah di balik kata-kata yang mengandung doublespeak. Dalam pembahasan
ini, saya menemukan lima jenis doublespeak, yaitu weasel words, parity class,
unfinished word, up to claim dan jargon.
Pada dasarnya, tujuan doublespeak dalam periklanan adalah guna menarik
perhatian konsumen dan menjadikan produk yang ditawarkan tampak menarik dan
menjanjikan.
Secara keseluruhan, dunia periklanan tidak terlepas dari penggunaan
doublespeak. Doublespeak merupakan suatu alat penting yang digunakan oleh
pembuat iklan untuk mengecoh konsumen melalui kata-kata yang digunakan.
Pengguna doublespeak acapkali menyampaikan sesuatu kepada publik dengan
amat berhati-hati, sehingga seringkali orang tidak menyadari maksud sebenarnya
ii
Maranatha Christian University
di balik doublespeak tersebut. Oleh karena itu, sebagai konsumen atau pembaca,
kewaspadaan sangatlah penting dalam mengidentifikasi kehadiran doublespeak,
terutama dalam bahasa periklanan.
iii
Maranatha Christian University
APPENDICES
Data 1
37
Maranatha Christian University
Data 2
38
Maranatha Christian University
Data 3
39
Maranatha Christian University
Data 4
40
Maranatha Christian University
Data 5
41
Maranatha Christian University
Data 6
42
Maranatha Christian University
Data 7
43
Maranatha Christian University
Data 8
44
Maranatha Christian University
Data 9
45
Maranatha Christian University
Data 10
46
Maranatha Christian University
Data 11
47
Maranatha Christian University
Data 12
48
Maranatha Christian University
CHAPTER I
INTRODUCTION
BACKGROUND OF THE STUDY
In the world, there are a great number of products with different brands
and functions. This happens because the needs of human always increase from
time to time. To meet those needs, producers compete with one another to draw
the consumer’s attention by applying various ways to promote their products.
The products that are developing in the market make it difficult for the
consumer to choose the suitable product for their need because all products have
their own benefits. Today, there are a lot of advertisements displayed in the
electronic or printed media.
Nowadays, there are great numbers of products with the same function; for
example, toothpastes. Toothpastes belong to parity class because there are lots of
different brands of toothpastes in the market, such as Pepsodent, Close Up,
Darlie. Those products have the similar function. That is, to clean our teeth.
Despite the fact that the products belong to the same category, each advertiser
adopts different ways of promotion from one another. Each advertiser tries to
1
Maranatha Christian University
make a change for their product, such as the advertiser gives their product a new
packaging or even adds some new compositions to the product.
One of the ways to make the products seem perfect is by using words and
sentences in their advertisement. It is known as Doublespeak. “Doublespeak is the
language that pretends to communicate but really does not, it is language designed
to mislead” (Lutz 1).
In doublespeak, if there is something accurate in the words, it is
considered to be the reality. The existence of doublespeak makes the
communication in public become obscure. In the advertising world, the
advertisers’ purposes of using doublespeak are not to lie to the consumer, but it
actually says the truth. Still, there is no clear result of what they have said. That is
why, doublespeak in advertisements can make the reader have wrong
interpretation on what the advertisers say. (Lutz 1)
Few people are aware of the use of doublespeak in advertisements. Often
people are interested in the advantages that the product offers, but they do not
exactly know that it is merely a technique that the advertiser uses to attract the
consumer by using words and sentences in their advertisements. However,
sometimes we regret having purchased such a product because it does not have the
benefit as the advertiser claims.
Recognizing the use of doublespeak can be a tricky thing to do. The words
in sentences that contain doublespeak are arranged so smartly that it often makes
people misunderstand what those sentences really mean.
In general, Doublespeak is divided into four kinds. They are Euphemism,
Jargon, Gobbledygook and Inflated Language. Those kinds of doublespeak are
2
Maranatha Christian University
often found in our daily life. Apart from kinds of doublespeak, there are rules of
parity, weasel words, up to claim and unfinished words in the advertising area.
My topic is Doublespeak in advertisements, especially in health products. I
find this topic to be interesting. That is why I want to dig it more deeply and know
further about doublespeak. I am of the opinion that misleading information is
caused by doublespeak in communication, particularly in the advertising area is
challenging for research. I choose Doublespeak in advertisements, especially in
health products, because people have to use that product in their daily life. Since I
have learnt some theories concerning doublespeak, when I see advertisements on
television, in magazines or some electronic media, I find that most advertisements
use doublespeak in their ads.
The significance of my topic is that I want people to know and understand
that doublespeak is always used in advertisements. I hope they can be more
selective in choosing a certain product and not influenced by the slogans or
promotion that the advertisements offer.
The area of linguistics concerned with doublespeak is pragmatics.
Pragmatics is the study of speaker’s meaning. In particular, it is the study of the
contextual meaning. “Pragmatics is the study of how more gets communicated
than is said” (Yule 3). In this case, doublespeak is included in pragmatics because
in doublespeak there is a hidden meaning.
The source of my data is taken from printed media or magazines because I
find a lot of advertisements relevant to my thesis.
3
Maranatha Christian University
STATEMENT OF THE PROBLEM
In my thesis, I would like to analyze the following problems:
1. What kinds of doublespeak are used in the advertisement?
2. Why is the advertisement said to contain doublespeak?
PURPOSE OF THE STUDY
In the following of the statement of the problem, the purposes of this study are:
1. To classify the kind(s) of doublespeak found in the data.
2. To figure out why the advertisements contain doublespeak.
METHOD OF RESEARCH
The data are in the form of advertisements. The data are taken from
magazines. The subsequent steps to gather the data are selecting, listing, analyzing
the data and including the analysis. I use some theories from textbooks to analyze
the data.
ORGANIZATION OF THE THESIS
This thesis consists of four chapters. The Background of Study, Statements
of the Problem, Purpose of the Study, Method of Research and Organization of
the thesis are presented in Chapter I, which is the Introduction. The Theoretical
Framework is presented in Chapter II. The data analysis is in Chapter III. The last
chapter, Chapter IV states the conclusion. The Bibliography and Appendices are
put at the end of the thesis.
4
Maranatha Christian University
CHAPTER IV
CONCLUSION
In this chapter, I would like to present some concluding points based on
the discussion on doublespeak in advertisements, especially in the health products
taken from magazines.
I conclude that all of the advertisements contain doublespeak. Some kinds
of doublespeak used in my analyses are jargon, weasel words, unfinished words,
parity class and up to claim.
The most common doublespeak in my data is the use of weasel words.
Some of the weasel words found in my analysis are the words help in data 7 and
9, guarantee in data 3, 9 and 12, smoothest in data 5, 100% in data 3 and 8, etc.
The most common weasel word found in my analysis is the word new. The word
new is found in data 2, 5, 11 and 12. In the advertising world, the word new is
very popular. It is because by changing a little bit of the product, for example, by
changing the package or the flavor of the product, it becomes new product. In my
analysis, the advertisers not only use the word new in their advertisement, but also
create words that have similar meaning to the word new. Those words are
introducing in data 2, now in data 3, and discover in data 5.
32
Maranatha Christian University
In my analysis, the word help which contain a weasel word is found in
data 7 and data 9. The word help seems to promise a lot because in the ad of data
7 and 9, this word appears to give solution to our skin problem. In fact, it actually
can simply reduce, but not make us free from our skin problem. This word is such
a tricky word which can trap you if you are not aware of it.
From my analysis, I find out that the word guarantee quite often occurs in
my data. Guarantee is a weasel word. This word is found in data 3, data 9 and data
12. Advertisers like using such a word. It is because, in general, the word
guarantee has a strong meaning although in fact it does not promise much. By
using such a strong word like guarantee, consumer will automatically believe in
what the ad claims.
The data that use word 100% is found in data 3 and data 8. The word
100% belongs to weasel word. 100% is such a perfect percentage that it is
considered as a strong word. In data 8, the advertiser often uses this weasel word
in the ad. This word is used four times in data 8.
From my analysis in data 5, the word smoothest contains a weasel word. If
we see it from the surface, this word looks like parity class, but actually this word
contains weasel word. The word smoothest is just an empty verb which in fact
promises nothing. From my analysis, I conclude that such a word that has
characteristic like parity class can also be considered as a weasel word. And yet,
not all the words, but it is more of being dependent on the context.
In data 7, there is the use of phrase like bringing out the star in you which
contains weasel word. Here, we can see that weasel word is found not only in the
33
Maranatha Christian University
form of words but also in form of phrase. However, that phrase also has no
meaning. It is just used to create something good in the product.
Apart from weasel word, there is also the rule of parity used in my
analysis. In my data, only some of the advertisements use the rule of parity in their
ad. The examples of parity class in my data are the use of such words like the
smoothest in data 5, the first in data 11, and the only in data 3. The advertiser uses
such a parity word in their ad simply to claim their product as the best one and not
more than that.
Usually, we find parity class in the form of superlative words, yet in data
11, the words longest, thickest, biggest do not belong to parity class. Yet, it
contains weasel word because the superlative words do not refer to the product
itself. Instead, it refers to the result of the products. Therefore, I am of the opinion
that not all superlative words are considered as a parity class.
The other kind of doublespeak in my analysis is an unfinished word. I
conclude that most of the advertisers are fond of using this type of doublespeak in
their advertisement because the advertiser does not give any specific comparisons
in their ad. Unfinished words lead the consumer to construct their own
interpretations. Some of the unfinished words in my data are clearer in data 2,
healthier in data 3, stronger in data 3, whiter in data 4, and etcetera. The other
unfinished word I find in data 1 and data 11 are the word extra. The word extra is
different from the other unfinished words in my data because the comparative
word is not found in the word itself, but through its meaning.
The other kind of doublespeak in my analysis is the use of jargon. In the
advertising world, it is very seldom to find jargon. Usually jargon appears in other
34
Maranatha Christian University
situations like in the governmental world. Yet, in my analysis, there is the use of
jargon in data 1 and data 12. The words that contain jargon are “phrithione zinc,
merinox-c, halyoxyl and retinyl. I find out that the use of jargon is simply to make
the product look great because most of the people are not familiar with those
words. From the words themselves, they seem to be great words although we do
not really know what those words really mean.
I also find up to claim in my analysis. Yet, the existence of up to claim in
my data are not as often as the others like unfinished words or weasel words. The
word that contain up to claim in my data is the word up to 6 shades in data 4, up
to 16 hours in data 6 and up to 7 days in data 10.
From my analysis, I arrive at a conclusion that advertisers use of
doublespeak is not to lie to the consumer. Generally, advertisers use doublespeak
to cover the weaknesses of their product. Therefore, the most important thing for
the consumer is to be aware of the advertisement that promises a lot of their
product. The more aware we are of the real meanings of the words in advertising
area, the more critical we will be with the existence of doublespeak.
35
Maranatha Christian University
BIBLIOGRAPHY
Lutz, William. Doublespeak from “Revenue Enhancement” to “Terminal Living”
How Government, Business, Advertiser, and Other Use Language to
Deceive You. New York: Harper Perennial, 1990.
Yule, George. Pragmatics. New York: Oxford University Press, 1996.
Oxford Advanced Learner’s Dictionary, Sixth Edition, 2000.
Magazines:
CLEO, February 2005
CLEO, November 2005
CLEO, February 2006
COSMOPOLITAN, October 2005
COSMOPOLITAN, January 2006
COSMOPOLITAN, March 2006
COSMOPOLITAN, January 2007
36
Maranatha Christian University