Definition of Terms INTRODUCTION

object of the study. The data of the current study are Wendy’s taglines while Dubovičienė and Skorupa‘s journal‘s data are printed advertisements. From the object of the study, however, there is also similarity which is the concern. Both studies analyze the language and rhetorical devices within advertisements. Thus, the journal gives several contributions, such as theories of stylistics and also stages of how to analyze taglines. The succeeding related study is from Marlin Evi Priantini‘s undergraduate thesis entitled Rhetorical Devices in ELLE Magazine Advertisements 2015. The object of study in the undergraduate thesis is English advertisements ‘ headlines in ELLE magazines issued from January until December 2014. There are two main problems to analyze, namely types of rhetorical devices used in English advertisements ‘ headlines in ELLE magazines issued from January until December 2014 and reason for using rhetorical devices in the English advertisement s‘ headlines found in ELLE magazine issued from January until December 2014. The approach used is discourse analysis. After analyzing the data, Priantini finds that there are 21 types of rhetorical devices used in ELLE magazine advertisements. There are also four reasons for using the rhetorical devices in the advertisements, namely giving persuasive quality, gaining attention, easing the message process, and leading to greater memorability and recall. The difference between Priantini‘s undergraduate thesis and the current study is the object of the study. The current study chooses Wendy’s taglines as the object. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

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.