B. Review of Related Theories
Analyzing this study, the researcher uses several theories which are applied to the object, i.e.
Wendy’s taglines.
1. Stylistics
Analyzing an advertisement can be seen through linguistic approaches. Linguistics is the study of language which has many branches. One of the
linguistic approaches is stylistics. To apprehend the advertisements, the linguistic theory applied is stylistics. Stylistics concerns with the style of language. Crystal
2008: 460 mentions that stylistics is a branch of linguistics which studies the features of situationally distinctive
uses varieties of language, and tries to establish principles capable of accounting for the particular choices made by individual and social groups
in their use of language.
From the stylistic perspective, the theory used is rhetorical devices. Today, people
easily find an advertisement around them. However, they are not aware that the advertisement uses rhetorical devices. The theory adopted from Leech 1969: 75
states that rhetorical devices are divided in two sections, namely ―schemes‖ and
―tropes‖. According
to Leech and Corbett, in Priantini‘s undergraduate thesis 2015, those terms, ―schemes‖ and ―tropes‖, are further subdivided. The ―schemes‖ are
subdivided into 30 kinds, whil e the ―tropes‖ are into 14 kinds.
a. Schemes
According to Leech, scheme is ―the foregrounded repetition of expression‖
1969 : 74. Solely, it means that ―scheme‖ concerns with the expression. It is
divided into 30 kinds as follows.
Table 2.1. Scheme Rhetorical Devices Corbett, 1990 and Leech, 1969 Kinds of Rhetorical
Devices Definition
Examples given
Prosthesis In prosthesis, there is an
addition of syllable in the beginning of a word, but
the addition does not change the meaning
Corbett, 1990. Shakespeare writes in his
sonn
ets, ―All alone, I beweep
my outcast state.‖ He could have simply written weep,
but beweep matches his meter and is more poetic
https:web.cn.edu.
Epenthesis In Epenthesis, there is an
addition of syllable in the middle of a word without
changing the meaning Corbett, 1990.
Shakespeare might write, ―A visitating spirit came last
night‖ https:web.cn.edu.
Proparalepsis In proparalepsis, the
addition of syllable is placed at the end of a word
without changing the meaning Corbett, 1990.
In Shakespeare‘s Hamlet,
there is the word climature by adding the end of the
word temperature to climate 1.1.12 https:web.cn.edu.
Aphaeresis In aphaeresis, there is a
subtraction of a syllable at the beginning of a word,
but the meaning is the same Corbett, 1990.
In Hamlet 2.2.561, Hamlet
asks, ―Who should scape
whipping‖ https:web.cn.edu.
Syncope In syncope, the subtraction
of syllable is in the middle of a word without
changing the meaning Corbett, 1990.
In 2 Henry IV, we hear a flatterer say, ―Your lordship,
though not clean past your youth, hath yet some smack
of age in you, some relish of the saltness
of time‖ 1.2.112
https:web.cn.edu. Apocope
According to Corbett 1990 and Leech 1969,
apocope as a rhetorical device is formed of the
subtraction of a syllable at the end of a word which
aims to make rhyme within the text.
“If I might in entreaties find success
—
As seld I have the chance--I would desire
My famous cousin to our Grecian tents‖ 4.5.148.
Here the word seldom becomes seld
https:web.cn.edu.
Metathesis In metathesis, there is a
changing and a switching of letters within a word
―Comfortable from ‗comfterble‘
Prescription from
which does not change the meaning. Its purpose is to
emphasize particular ideas Corbett, 1990.
‗perscription‘‖ http:www.buzzle.com
Antisthecon In antisthecon, there is a
changing of a sound within a word which does not
change the meaning carried. It is to make
rhyme Corbett, 1990. The following pun is
accomplished only through antisthecon, substituting ―o‖
for ―a‖ in the word
―reward‖:‖A pun is its own reword
‖ http:rhetoric.byu.edu.
Parallelism In parallelism, it focuses
on the similarity of structure within a pair of
related word Corbett, 1990.
Creative people always try to invent something new,
innovative, and unique.
Antithesis In antithesis, it shows
contraries or antonyms. Furthermore, it implies a
dramatic nuance.
―Evil men fear authority; good
men cherish it.‖ https:web.cn.edu.
Anastrophe In anastrophe, the
characteristic is that the formation of the sentence
seems strange, but it is accepted syntactically
Corbett, 1990. T. S. Eliot writes of ―Time
present and time past,‖ https:web.cn.edu.
Parenthesis According to Corbett
1990 and Leech 1969, the parenthesis usually
uses commas and dashes to insert some verbal units.
Elizabeth Bishop‘s poem ―One Art‖
—Even losing you the joking voice, a gesture
I love I shan‘t have lied. It‘s evident
the art of losing‘s not too hard to master
though it may look like Write it like disaster
http:literarydevices.net. Apposition
In apposition, there is a placement of some
coordinates element side by side. The second
element explains or modifies the first one
Corbett, 1990.
―I, Barbara Jordan, am a
keynote speaker.‖ Barbara Jordan, 1976
Democratic Convention Keynote Address
http:www.americanrhetoric .com.
Ellipsis Ellipsis‘ concern is about
omitting the unnecessary ―The European soldiers
killed six of the remaining
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