income, 9.1 Billion returned to shareowners in dividends and share purchases, 162 Billion in market capitalization, and it was appointed to be 51 years of consecutive
annual dividend increases. Due to the facts mentioned above, the success of Coca-Cola from selected slogans
during 1886-2011 deserves to be analyzed. The analysis has been based on the use of language with distinctive style on advertisements can influence the success of a
certain brand. By the end of this study, the fact are revealed, that slogans are not made carelessly. They are made in certain orders and structures, with the use of
lingustic features, in order to deliver the messages in it towards the readers.
B. Problem Formulation
In order to fulfill the research, there are two problems used to analyze the topics, which are formulated as follows:
1. What language styles are used by Coca-Cola advertisements in 125 Years Booklet of the Coca-Cola Company
? 2. In what ways do the linguistic features of the language style on Coca-Cola
advertisements create persuasive effects toward young readers who learn English as a foreign language?
C. Objectives of the Study
This study tried to reveal the style of language used in the slogans of Coca-Cola advertisements by answering the problem formulation that has been formulated
above. First, it was to discover what language styles are used on Coca-Cola advertisements and how the language styles are formed by analyzing it from its
lingustic features are tried to be found. Second, it was to discover in what ways the lingustic features of the language style on the slogans create persuasive effects toward
young readers who learn English as a second language is tried to be found.
D. Definition of Terms
In order to avoid the ambiguity, misunderstanding, and misleading interpretation of this study, some terms used in this study are defined.
Peter Verdonk stated that stylistics is, “the study of style, can be defined as the analysis of distinctive expression in language and the description of its purpose and
effect” Verdonk, 2002: 4. The stylistics is the study of style in language. Style in language is “a set of conscious or unconscious choices of expression, inspired or
induced by a particular context” 2002: 21. In other words, style in language “can be defined as distinctive linguistic expression” 2002: 3, because the use of style in
language has a direct and powerful effect on the reader. Advertisement is “a commercial promotion whose product is being presented as
d esirable for us to buy” Goddard, 1998: 5. Therefore, advertisement contains some
elements, one of them is language, which can attract people to buy the product, since advertisement is “a persuasive communication media designed to respond and to help
achi eve marketing objectives” Gilson and Berkman, 1980: 11. In addition,
advertisement “refers to a specific message that someone or some organization has placed to persuade an audience” O‟Guinn, Allen, and Semenik, 2003: 11.
Rosenberg stated that slogan “as verbal material in an advertisement that is
repeated and recalled precisely as presented. Highly memorable slogans ultimately define the features of the advertised product or service” Rosenberg, 1995: 361.
Raymond S. Ross stated that Persuasion is “a change process resulting mostly
from shared, symbolic thinking activity” Ross, 1994: 7. The persuasion focuses on social influence and human motivation. Therefore, the effects of persuasion are in the
individual response of the receiver.
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CHAPTER II REVIEW OF LITERATURE
