3. English Teachers
It is expected that the findings of this research can contribute to the development of the language study. Particularly, it is hoped to be an outline to
teach the language elements of functional texts, especially advertisements. In the teaching-learning process, they may use advertisements as the authentic materials
in linguistics course related to analyzing the advertising language.
F. Definition of Terms
Some terms will be defined to help the readers have better understanding through this study. Below are some terms as the key words of this study.
1. Advertisements
Gilson and Berkman 1986 define advertisements as the persuasive media of communication to help companies achieve marketing objectives.
Advertisements which have their own particular language style are media to persuade consumers to buy or use certain products. A sale is the marketing
objective that can be done through advertisements. To meet this need, companies should make the best advertisement with the most suitable language style. In this
research, the researcher chooses Magnum advertisements because of their particular language style in persuading the audience. Magnum advertisements
become the only data sources. The language style, the persuasion technique, and the power relation of Magnum advertisements are the main subject matter that is
going to be analyzed.
2. Language Style
According to Verdonk 2002, style in language is a set of conscious or unconscious choices of expression, inspired or induced by particular context. In
this research, language style is a general term which refers to the linguistic features used in Magnum advertisements. It deals with the use of linguistic
features which consist of lexical features and syntactic features in Magnum advertisements, such as hyperbole, weasel words, imperative, and long noun
phrases . Those linguistic features can be used to analyze Magnum advertisements‟
persuasion techniques and Magnum advertisements‟ power relation. The analysis of the expressions, particularly the spoken expressions, indicates the analysis of
the language style. This research will analyze deeply the presence of Magnum advertisements‟ language style which can influence the kind of persuasion
technique and power relation. 3.
Persuasion Technique Ross 1994:
168 says, “Persuasion is a process of skillfully and ethically using logical thoughts, effective appeals, credibility and ethical proof to influence
and motivate others to responds as you wish them to.” Besides, a persuasion technique is a strategy that is used to persuade people. In this research, persuasion
techniques are the strategies used in each Magnum advertisement in order to convince the audience of what the speakers said in Magnum advertisements. This
research is going to analyze how the speakers‟ utterances reflect the use of certain persuasion techniques.
4. Power Relation
According to Peirce 1886, power relation is the power which is built from the message sender to the message receiver through the communication act.
In this research, power relation refers to the relation which Magnum company wants to have upon its consumers through its advertisements. This power is
created by Magnum advertiser to build the brand image of Magnum in society. 5.
Magnum The official website of Magnum 2012 claims
, “Magnum was the first handheld ice cream targeted as a premium ice cream for adults. Today, Magnum
is one of the worlds leading ice cream brands, selling one billion units annually worldwide, and it is the biggest brand of Unilever ice creams.
” Nowadays, Magnum is one of the most well-known brands of ice cream in the world. Its
success in attracting consumers involves the use of broadcasted advertisements. This research will focus on the language style of English Magnum advertisements.
The researcher analyzes the videos of English Magnum advertisements as the data sources during the process of data gathering and data analysis.
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CHAPTER II REVIEW OF RELATED LITERATURE
