An Analysis Of Language Power In Garuda Airline Advertisements
AN ANALYSIS
OF LANGUAGE
POWER IN
GARUDA
AIRLINE
ADVERTISEMENTS
A THESIS
BY :
ANNA SIMBOLON
REG. NO. 110705073
DEPARTMENT OF ENGLISH
FACULTY OF CULTURAL STUDIES
UNIVERSITY OF SUMATERA UTARA
MEDAN2016
1
Universitas Sumatera Utara
2
Universitas Sumatera Utara
Approved by the Department of English, Faculty of Cultural Studies University
of Sumatera Utara (USU) Medan as thesis for The Sarjana Sastra Examination.
Head,
Secretary,
Dr. H. Muhizar Muchtar, MS.
Rahmadsyah Rangkuti, MA. Ph.D
NIP. 19541117198003 1 002
NIP. 19750209 200812 1 002
3
Universitas Sumatera Utara
Accepted by the Board of Examiners in partial fulfillment of requirements for
the degree of Sarjana Sastra from the Department of English, Faculty of
Cultural Studies University of Sumatera Utara, Medan.
The examination is held in Department of English Faculty of Cultural Studies
University of Sumatera Utara on Tuesday, 18th February 2016
Dean of Faculty of Cultural Studies
University of Sumatera Utara
Dr. H. Syahron Lubis, MA
NIP. 19511013 197603 1 001
Board of examiners
Dr. H. Muhizar Muchtar, MS.
_____________
Rahmadsyah Rangkuti, MA. Ph.D
_____________
Dr. Masdiana Lubis, M.Hum
_____________
Dr. Nilzami Raswief, M.Hum
_____________
Dr. DelianaM.Hum
_____________
4
Universitas Sumatera Utara
ACKNOWLEDGEMENTS
Firstly, I would like to express my gratitude to The Almighty God, Jesus
Christ for his mercy and grace so I can finish writing this thesis in order to fulfill the
requirements for having bachelor degree.
Then, I would like to express my sincere gratitude and aprreciation to those who
have helped me in accomplishing my thesis, they are :
1. My beloved parents, Toga Simbolon and Lesteria Siagian who have dedicated
their life for me especially in doing my thesis. Thank you for loving,
supporting and giving everything to me. You are my strength, my life, and
my everything. I do love you and I dedicate this thesis for you.
2. Dr. H. Syahron Lubis, MA as The Dean of Cultural Studies Faculty,
University of Sumatera Utara, Dr. Muhizar Muchtar, MS as The Head of
English Department, University of Sumatera Utara, and Rahmadsyah
Rangkuti, MA. Ph. D. as The Secretary of English Department, university of
Sumatera Utara.
3. Dr. Hj. Masdiana Lubis, M.Hum as my supervisor and Dr. Umar Mono. Dipl.
Trans, M.Hum as my co-supervisor who have helped me in doing my thesis
by supervising me, giving a valuable ideas, spending much time, enhancing
my spirit and having much contribution in accomplishing my thesis.
4. All of the lecturers of English Departmentwho have given me much
knowledge and experience as long as I was studying in English Department.
5. My beloved sisters and brothers, Jimmy Simbolon, Firman Simbolon,
Maralus Simbolon, and my very special sister Restu Simbolon. Thank for
being my great brothers and sisters through the up and down in doing my
i
Universitas Sumatera Utara
thesis. Thank you for helping me, supporting me always, and giving countless
advices to me. And special thanks to my two nieces, Justine Bonatua
Sinambela and Angel Natalia Sinambela.
6. My lovely grandma, L. Nainggolan. I thank God for everything you have
given as long as I was in a college.
7. „INNOVATIVE‟Rinova Simanungkalit, Nova Kristina Op. S, Mesrani
Tumanggor, Raja Guntar Simamora, Ridho Vandy Ambarita, Dani Saputra
Tarigan, and Donna P. Aritonang. Thank you for being my great bestfriends,
being my brothers and sisters who always support me always. This space is
not enough to express my appreciation to you all. I just thank God for letting
me have you in my life. I love you all.
8. My friends in English Department 2011, especially Cristine Falentina, Evcis
Sonia, Herta Gultom, Sola Josua, Fachruniand everyone who can not be
mentioned one by one who keep supporting and convincing me in doing my
thesis.
9. My bestfriends Yohana RJ. S, thank you for being such a lovely bestfriend
who always reminds me to do my thesis, support me when I felt so bad, and
every single things you have given to me. Ella Dyna, Chetrin, Hotma, Eva,
Maria, Ida and everyone who can not be mention one by one. Thank you girls
for supporting me, reminding me to keep relying on God.
10. My lovely sisters Sri Hadriani, Sri Devi, Yuni Tumanggor, Dita, Rosana, and
Rada.
Thank you for being nice sisters for me.
ii
Universitas Sumatera Utara
Finally, this thesis is far from being perfect, so I thanks all of you who have
given ideas and support to complete this thesis.
Medan, February
2016
The Writer
Anna Simbolon
Reg. No. 110705073
iii
Universitas Sumatera Utara
AUTHOR’S DECLARATION
I, ANNA SIMBOLON, DECLARE THAT I AM THE SOLE AUTHOR OF
THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF
THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED
ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A
THESIS BY WHICH I HAVE QUALIFIED FOR OR AWARDED ANOTHER
DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT
DUE ACKNOWLEDGEMENTS IN THE MAIN TEXT OF THIS THESIS.
THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF
ANOTHER DEGREE IN ANY TERTIARY EDUCATION.
Signed
:
Date
: January 26th, 2016
iv
Universitas Sumatera Utara
COPYRIGHT DECLARATION
NAME
: ANNA SIMBOLON
TITLE OF THESIS
: AN ANALYSIS OF LANGUAGE POWER IN
GARUDA
AIRLINE ADVERTISEMENTS
QUALIFICATION
: S-1/ SARJANA SASTRA
DEPARTMENT
: ENGLISH
I AM WILLING THAT MY THESIS SHOULD BE AVAILABLE FOR
REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF
DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES,
UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT
USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW
OF THE REPUBLIC OF INDONESIA.
Signed
:
Date
: January 26th, 2016
v
Universitas Sumatera Utara
ABSTRACT
This thesis entitled “An Analysis of Language Power in Garuda Airline
Advertisements” analyzes language power in Garuda Airline advertisements in
influencing the readers. The power of language itself is realized through language
features used and how they influence the readers to use the product advertised as the
main aim of an advertisement. The data are taken from 28 advertisements in Garuda
Airline published in 2014 to 2015. The 28 advertisements are analyzed by using
descriptive qualitative method. Based on the data analysis, the language features
found are short sentences short sentences, simple sentences, cliches, favorable words,
imperative sentences, interrogative sentences, punctuation and abbreviation.Theuse
of each feature influences the readers through the words used in each of features.
Short sentence influence the readers by giving words that are easy to understand and
remember. Simple sentence influence the readers by using words that reduce the
difficulties of the text, so the words given are simple. Cliches (buzz word) influence
the reader by using word that are common in advertising such as discount and sale.
Favorable words influence the readers by giving a positive image to the product
advertised to strengthen the reader‟s belief towards the product advertised.
Imperative sentences influence the readers by using words that ask the reader to have
an interest in using or buying the product advertised. Interrogative sentences give
words that look like asking something, however virtually the sentences ask the
readers to use or buy the product advertised. Punctuation influence the readers by
giving emphasizing in order to make the adertisement influence the readers strongly.
The last feature is abbreaviation. The use of abbreviation influences the readers by
making a more interesting words that make the advertisement becomes interesting.
Based on the analysis, short phrase and imperative sentences are mostly used in the
data discussed. Imperative sentences influences the reders by the imperative words
used such as fly, book, contact and so on. The use of short sentence is preferred as
short phrases contains viewer words. So, the readers understand the text easily as
long phrase/sentence will drain the reader‟s interest in reading a text.
Key words : language power, language features
vi
Universitas Sumatera Utara
ABSTRAK
Skripsi yang berjudul “An Analysis of Language Power in Garuda Airline
Advertisements” ini menganalisis kekuatan bahasa di dalam iklan penerbangan
Garuda dalam mempengaruhi pembaca. Kekuatan bahasa tersebut dilihat dari fiturfitur bahasa yang digunakan dan bagaimana tanda-tanda bahasa tersebut
mempengaruhi pembaca untuk menggunakan produk yang diiklankan sebagaimana
tujuan utama dari sebuah iklan. Data yang diambil adalah teks di 28 iklan Garuda
Airline yang diterbitkan selama tahun 2014 sampai 2015. Ke 28 data tersebut
dianalisis dengan menggunakan metode deskriptif kualitatif. Dari hasil analisis data,
ditemukan bahwa fitur-fitur bahasa yang digunakan adalah short sentences, simple
sentences, cliches, favorable words, imperative sentences, interrogative sentences,
punctuation and abbreviation.Penggunaan masing-masing fitur bahasa ini
mempengaruhi pembaca dengan kata-kata yang digunakan didalam fitur tersebut.
Short sentence mempengaruhi pembaca dengan memberikan kata-kata yang mudah
dimengerti dan diingat. Simple sentence mempengaruhi pembaca dengan
memberikan kata-kata dengan mengurangi kesulitan sebuah teks, sehingga teks yang
diberikan sederhana saja. Cliches (buzz wordz) mempengaruhi pembaca dengan katakata yang sudah biasa didalam periklanan seperti diskon dan sale. Favorable words
mempengaruhi memberikan kata-kata positif terhadap produk yang diiklankan yang
menguatkan keyakinan pembaca terhadap produk yang diiklankan.Penggunaan
imperative sentence mempengaruhi pembaca dengan kata perintah yang ada didalam
kalimat tersebut sehingga pembaca memiliki niat untuk menggunakan produk yang
diiklankan. Interrogative sentences memberikan kata-kata yang seolah olah
menanyakan sesuatu kepada pembaca namun pada intinya adalah untuk menawarkan
produk yang diiklankan. Punctuation mempengaruhi pembaca dengan memberikan
penguatan terhadap suatu iklan sehingga iklan tersebut mengajak pembaca dengan
kuat. Yang terakhir adalah abbreviation yang mempengaruhi pembaca dengan
memberikan kata-kata yang lebih menarik dengan penggunaan abbreviation itu
sendiri. Dari fitur-fitur tersebut, yang paling banyak ditemukan adalah short phrase
dan imperative sentence.Penggunaan imperative sentence mempengaruhi pembaca
melalui kata perintah yang digunakan (fly, book, contact dan lain lain). Penggunaan
short phrase lebih dipilih didalam data yang dianalisis karena short phrase memiliki
jumlah kata yang lebih sedikit, sehingga pembaca bisa mengerti teks dengan mudah,
karena long phrase/sentence akan menguarangiketertarikan pembaca didalam
membaca sebuah teks.
Kata kunci : kekuatan bahasa, fitur-fitur bahasa
vii
Universitas Sumatera Utara
TABLE OF CONTENTS
ACKNOWLEDGEMENT ..................................................................................... i
AUTHOR’S DECLARATION............................................................................ iv
COPYRIGHT DECLARATION ..........................................................................v
ABSTRACT .......................................................................................................... vi
TABLE OF CONTENTS ................................................................................... viii
CHAPTER I
:
INTRODUCTION ............................................................1
1.1 Background of The Study ............................................1
1.2 Problem of The Study ..................................................8
1.3 Objective of The Study ................................................8
1.4 Scope of The Study ......................................................8
1.5 Significance of The Study ............................................9
CHAPTER II
:
REVIEW OF RELATED LITERATURE .................10
2.1 The Power of Language ..............................................10
2.1.1 Power in Discourse ..................................................11
2.1.2 Power Behind Discorse ............................................13
2.2 Advertisement .............................................................13
2.1 The Defenition of Advertisement ...............................13
viii
Universitas Sumatera Utara
2.2.2 The Function of Advertisement .................................15
2.2.3 The Principles of Advertisement ................................16
2.3 Language in Advertisement ..........................................17
2.3.1 Language Features .....................................................19
2.3.1.1 Short Sentences .......................................................19
2.3.1.2 Simple Sentences ....................................................21
2.3.1.3 Cliches (buzz words) ...............................................22
2.3.1.4 Favorable Words .....................................................23
2.3.1.5 Imperative Sentence ................................................24
2.3.1.6 Interrogative Sentence .............................................26
2.3.1.7 Alliteration ..............................................................27
2.3.1.8 Repetition ................................................................29
2.3.1.10 Abbreviation .........................................................31
2.4 Relevant Studies ............................................................32
CHAPTER III
: METHODOLOGY……………………………………….34
3.1 Research Method ...........................................................34
3.2 Data and Data Source ....................................................35
3.3 Data Collecting Method ................................................35
ix
Universitas Sumatera Utara
3.4 Data Analysis Method ...................................................35
CHAPTER IV:
ANALYSIS AND FINDING .............................................37
4.1 Language Features ........................................................37
4.2 The Influence of Language Features .............................42
4.3 The Most Dominant Language Features .......................80
4.4 Findings ........................................................................81
CHAPTER V
:
CONCLUSION AND SUGGESTION .............................91
5.1 Conclusion ...................................................................95
5.2 Suggestion ....................................................................97
REFERENCES .....................................................................................................98
APPENDICES
x
Universitas Sumatera Utara
OF LANGUAGE
POWER IN
GARUDA
AIRLINE
ADVERTISEMENTS
A THESIS
BY :
ANNA SIMBOLON
REG. NO. 110705073
DEPARTMENT OF ENGLISH
FACULTY OF CULTURAL STUDIES
UNIVERSITY OF SUMATERA UTARA
MEDAN2016
1
Universitas Sumatera Utara
2
Universitas Sumatera Utara
Approved by the Department of English, Faculty of Cultural Studies University
of Sumatera Utara (USU) Medan as thesis for The Sarjana Sastra Examination.
Head,
Secretary,
Dr. H. Muhizar Muchtar, MS.
Rahmadsyah Rangkuti, MA. Ph.D
NIP. 19541117198003 1 002
NIP. 19750209 200812 1 002
3
Universitas Sumatera Utara
Accepted by the Board of Examiners in partial fulfillment of requirements for
the degree of Sarjana Sastra from the Department of English, Faculty of
Cultural Studies University of Sumatera Utara, Medan.
The examination is held in Department of English Faculty of Cultural Studies
University of Sumatera Utara on Tuesday, 18th February 2016
Dean of Faculty of Cultural Studies
University of Sumatera Utara
Dr. H. Syahron Lubis, MA
NIP. 19511013 197603 1 001
Board of examiners
Dr. H. Muhizar Muchtar, MS.
_____________
Rahmadsyah Rangkuti, MA. Ph.D
_____________
Dr. Masdiana Lubis, M.Hum
_____________
Dr. Nilzami Raswief, M.Hum
_____________
Dr. DelianaM.Hum
_____________
4
Universitas Sumatera Utara
ACKNOWLEDGEMENTS
Firstly, I would like to express my gratitude to The Almighty God, Jesus
Christ for his mercy and grace so I can finish writing this thesis in order to fulfill the
requirements for having bachelor degree.
Then, I would like to express my sincere gratitude and aprreciation to those who
have helped me in accomplishing my thesis, they are :
1. My beloved parents, Toga Simbolon and Lesteria Siagian who have dedicated
their life for me especially in doing my thesis. Thank you for loving,
supporting and giving everything to me. You are my strength, my life, and
my everything. I do love you and I dedicate this thesis for you.
2. Dr. H. Syahron Lubis, MA as The Dean of Cultural Studies Faculty,
University of Sumatera Utara, Dr. Muhizar Muchtar, MS as The Head of
English Department, University of Sumatera Utara, and Rahmadsyah
Rangkuti, MA. Ph. D. as The Secretary of English Department, university of
Sumatera Utara.
3. Dr. Hj. Masdiana Lubis, M.Hum as my supervisor and Dr. Umar Mono. Dipl.
Trans, M.Hum as my co-supervisor who have helped me in doing my thesis
by supervising me, giving a valuable ideas, spending much time, enhancing
my spirit and having much contribution in accomplishing my thesis.
4. All of the lecturers of English Departmentwho have given me much
knowledge and experience as long as I was studying in English Department.
5. My beloved sisters and brothers, Jimmy Simbolon, Firman Simbolon,
Maralus Simbolon, and my very special sister Restu Simbolon. Thank for
being my great brothers and sisters through the up and down in doing my
i
Universitas Sumatera Utara
thesis. Thank you for helping me, supporting me always, and giving countless
advices to me. And special thanks to my two nieces, Justine Bonatua
Sinambela and Angel Natalia Sinambela.
6. My lovely grandma, L. Nainggolan. I thank God for everything you have
given as long as I was in a college.
7. „INNOVATIVE‟Rinova Simanungkalit, Nova Kristina Op. S, Mesrani
Tumanggor, Raja Guntar Simamora, Ridho Vandy Ambarita, Dani Saputra
Tarigan, and Donna P. Aritonang. Thank you for being my great bestfriends,
being my brothers and sisters who always support me always. This space is
not enough to express my appreciation to you all. I just thank God for letting
me have you in my life. I love you all.
8. My friends in English Department 2011, especially Cristine Falentina, Evcis
Sonia, Herta Gultom, Sola Josua, Fachruniand everyone who can not be
mentioned one by one who keep supporting and convincing me in doing my
thesis.
9. My bestfriends Yohana RJ. S, thank you for being such a lovely bestfriend
who always reminds me to do my thesis, support me when I felt so bad, and
every single things you have given to me. Ella Dyna, Chetrin, Hotma, Eva,
Maria, Ida and everyone who can not be mention one by one. Thank you girls
for supporting me, reminding me to keep relying on God.
10. My lovely sisters Sri Hadriani, Sri Devi, Yuni Tumanggor, Dita, Rosana, and
Rada.
Thank you for being nice sisters for me.
ii
Universitas Sumatera Utara
Finally, this thesis is far from being perfect, so I thanks all of you who have
given ideas and support to complete this thesis.
Medan, February
2016
The Writer
Anna Simbolon
Reg. No. 110705073
iii
Universitas Sumatera Utara
AUTHOR’S DECLARATION
I, ANNA SIMBOLON, DECLARE THAT I AM THE SOLE AUTHOR OF
THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF
THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED
ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A
THESIS BY WHICH I HAVE QUALIFIED FOR OR AWARDED ANOTHER
DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT
DUE ACKNOWLEDGEMENTS IN THE MAIN TEXT OF THIS THESIS.
THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF
ANOTHER DEGREE IN ANY TERTIARY EDUCATION.
Signed
:
Date
: January 26th, 2016
iv
Universitas Sumatera Utara
COPYRIGHT DECLARATION
NAME
: ANNA SIMBOLON
TITLE OF THESIS
: AN ANALYSIS OF LANGUAGE POWER IN
GARUDA
AIRLINE ADVERTISEMENTS
QUALIFICATION
: S-1/ SARJANA SASTRA
DEPARTMENT
: ENGLISH
I AM WILLING THAT MY THESIS SHOULD BE AVAILABLE FOR
REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF
DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES,
UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT
USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW
OF THE REPUBLIC OF INDONESIA.
Signed
:
Date
: January 26th, 2016
v
Universitas Sumatera Utara
ABSTRACT
This thesis entitled “An Analysis of Language Power in Garuda Airline
Advertisements” analyzes language power in Garuda Airline advertisements in
influencing the readers. The power of language itself is realized through language
features used and how they influence the readers to use the product advertised as the
main aim of an advertisement. The data are taken from 28 advertisements in Garuda
Airline published in 2014 to 2015. The 28 advertisements are analyzed by using
descriptive qualitative method. Based on the data analysis, the language features
found are short sentences short sentences, simple sentences, cliches, favorable words,
imperative sentences, interrogative sentences, punctuation and abbreviation.Theuse
of each feature influences the readers through the words used in each of features.
Short sentence influence the readers by giving words that are easy to understand and
remember. Simple sentence influence the readers by using words that reduce the
difficulties of the text, so the words given are simple. Cliches (buzz word) influence
the reader by using word that are common in advertising such as discount and sale.
Favorable words influence the readers by giving a positive image to the product
advertised to strengthen the reader‟s belief towards the product advertised.
Imperative sentences influence the readers by using words that ask the reader to have
an interest in using or buying the product advertised. Interrogative sentences give
words that look like asking something, however virtually the sentences ask the
readers to use or buy the product advertised. Punctuation influence the readers by
giving emphasizing in order to make the adertisement influence the readers strongly.
The last feature is abbreaviation. The use of abbreviation influences the readers by
making a more interesting words that make the advertisement becomes interesting.
Based on the analysis, short phrase and imperative sentences are mostly used in the
data discussed. Imperative sentences influences the reders by the imperative words
used such as fly, book, contact and so on. The use of short sentence is preferred as
short phrases contains viewer words. So, the readers understand the text easily as
long phrase/sentence will drain the reader‟s interest in reading a text.
Key words : language power, language features
vi
Universitas Sumatera Utara
ABSTRAK
Skripsi yang berjudul “An Analysis of Language Power in Garuda Airline
Advertisements” ini menganalisis kekuatan bahasa di dalam iklan penerbangan
Garuda dalam mempengaruhi pembaca. Kekuatan bahasa tersebut dilihat dari fiturfitur bahasa yang digunakan dan bagaimana tanda-tanda bahasa tersebut
mempengaruhi pembaca untuk menggunakan produk yang diiklankan sebagaimana
tujuan utama dari sebuah iklan. Data yang diambil adalah teks di 28 iklan Garuda
Airline yang diterbitkan selama tahun 2014 sampai 2015. Ke 28 data tersebut
dianalisis dengan menggunakan metode deskriptif kualitatif. Dari hasil analisis data,
ditemukan bahwa fitur-fitur bahasa yang digunakan adalah short sentences, simple
sentences, cliches, favorable words, imperative sentences, interrogative sentences,
punctuation and abbreviation.Penggunaan masing-masing fitur bahasa ini
mempengaruhi pembaca dengan kata-kata yang digunakan didalam fitur tersebut.
Short sentence mempengaruhi pembaca dengan memberikan kata-kata yang mudah
dimengerti dan diingat. Simple sentence mempengaruhi pembaca dengan
memberikan kata-kata dengan mengurangi kesulitan sebuah teks, sehingga teks yang
diberikan sederhana saja. Cliches (buzz wordz) mempengaruhi pembaca dengan katakata yang sudah biasa didalam periklanan seperti diskon dan sale. Favorable words
mempengaruhi memberikan kata-kata positif terhadap produk yang diiklankan yang
menguatkan keyakinan pembaca terhadap produk yang diiklankan.Penggunaan
imperative sentence mempengaruhi pembaca dengan kata perintah yang ada didalam
kalimat tersebut sehingga pembaca memiliki niat untuk menggunakan produk yang
diiklankan. Interrogative sentences memberikan kata-kata yang seolah olah
menanyakan sesuatu kepada pembaca namun pada intinya adalah untuk menawarkan
produk yang diiklankan. Punctuation mempengaruhi pembaca dengan memberikan
penguatan terhadap suatu iklan sehingga iklan tersebut mengajak pembaca dengan
kuat. Yang terakhir adalah abbreviation yang mempengaruhi pembaca dengan
memberikan kata-kata yang lebih menarik dengan penggunaan abbreviation itu
sendiri. Dari fitur-fitur tersebut, yang paling banyak ditemukan adalah short phrase
dan imperative sentence.Penggunaan imperative sentence mempengaruhi pembaca
melalui kata perintah yang digunakan (fly, book, contact dan lain lain). Penggunaan
short phrase lebih dipilih didalam data yang dianalisis karena short phrase memiliki
jumlah kata yang lebih sedikit, sehingga pembaca bisa mengerti teks dengan mudah,
karena long phrase/sentence akan menguarangiketertarikan pembaca didalam
membaca sebuah teks.
Kata kunci : kekuatan bahasa, fitur-fitur bahasa
vii
Universitas Sumatera Utara
TABLE OF CONTENTS
ACKNOWLEDGEMENT ..................................................................................... i
AUTHOR’S DECLARATION............................................................................ iv
COPYRIGHT DECLARATION ..........................................................................v
ABSTRACT .......................................................................................................... vi
TABLE OF CONTENTS ................................................................................... viii
CHAPTER I
:
INTRODUCTION ............................................................1
1.1 Background of The Study ............................................1
1.2 Problem of The Study ..................................................8
1.3 Objective of The Study ................................................8
1.4 Scope of The Study ......................................................8
1.5 Significance of The Study ............................................9
CHAPTER II
:
REVIEW OF RELATED LITERATURE .................10
2.1 The Power of Language ..............................................10
2.1.1 Power in Discourse ..................................................11
2.1.2 Power Behind Discorse ............................................13
2.2 Advertisement .............................................................13
2.1 The Defenition of Advertisement ...............................13
viii
Universitas Sumatera Utara
2.2.2 The Function of Advertisement .................................15
2.2.3 The Principles of Advertisement ................................16
2.3 Language in Advertisement ..........................................17
2.3.1 Language Features .....................................................19
2.3.1.1 Short Sentences .......................................................19
2.3.1.2 Simple Sentences ....................................................21
2.3.1.3 Cliches (buzz words) ...............................................22
2.3.1.4 Favorable Words .....................................................23
2.3.1.5 Imperative Sentence ................................................24
2.3.1.6 Interrogative Sentence .............................................26
2.3.1.7 Alliteration ..............................................................27
2.3.1.8 Repetition ................................................................29
2.3.1.10 Abbreviation .........................................................31
2.4 Relevant Studies ............................................................32
CHAPTER III
: METHODOLOGY……………………………………….34
3.1 Research Method ...........................................................34
3.2 Data and Data Source ....................................................35
3.3 Data Collecting Method ................................................35
ix
Universitas Sumatera Utara
3.4 Data Analysis Method ...................................................35
CHAPTER IV:
ANALYSIS AND FINDING .............................................37
4.1 Language Features ........................................................37
4.2 The Influence of Language Features .............................42
4.3 The Most Dominant Language Features .......................80
4.4 Findings ........................................................................81
CHAPTER V
:
CONCLUSION AND SUGGESTION .............................91
5.1 Conclusion ...................................................................95
5.2 Suggestion ....................................................................97
REFERENCES .....................................................................................................98
APPENDICES
x
Universitas Sumatera Utara