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AN ANALYSIS ON THE LANGUAGE STYLE

OF THE UTTERANCES IN MAGNUM ADVERTISEMENTS

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree

in English Language Education

By

Sonia Niken Permatasari Student Number: 091214117

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY YOGYAKARTA

i

AN ANALYSIS ON THE LANGUAGE STYLE

OF THE UTTERANCES IN MAGNUM ADVERTISEMENTS

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree

in English Language Education

By

Sonia Niken Permatasari Student Number: 091214117

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY YOGYAKARTA

iv

DEDICATION PAGE

For I the LORD your God will hold your right hand,

saying to you, ‘Fear not, I will help you.’

(Isaiah 41:13)

Blessed is the man who trusts in the LORD, and whose hope is the LORD

(Jeremiah 17:7)

Luck is when preparation meets opportunity. (Little Black Book)

No matter how many times people try to criticize you, the best revenge is to prove them wrong

(Zayn Malik)

I dedicate this thesis to:



_{My benign parents}

I present my success and every best in me for you



_{My dear siblings}

vii ABSTRACT

Permatasari, Sonia Niken. (2014). An Analysis on the Language Style of the Utterances in Magnum Advertisements. Yogyakarta: Sanata Dharma University.

The role of broadcasted advertisements is undeniably important for the companies to market their products. To convince the audience, advertisers have to convey the persuasive message through the use of linguistic features. Those linguistic features will influence the persuasion techniques used in advertisements and the power relation which is built between the companies and the consumers. Considering Magnum‟s successful marketing, the researcher had an interest and curiosity to analyze the language style beyond Magnum advertisements.

This study attempted to solve three research problems related to the language style of the utterances in Magnum advertisements. They were (1) What are the linguistic features of Magnum advertisements? (2) What kind of persuasion technique does Magnum use to advertise the products? (3) What kind of power relation does Magnum have upon consumers through the advertisements?

As an endeavor to solve those three research problems, the researcher employed document analysis in analyzing the transcript of the utterances in 10 Magnum advertisements. The first research problem was solved by categorizing the words or the sentences into some linguistic features of advertising language proposed by Grey (2008). The second research problem was solved by classifying Kleppner‟s persuasion techniques (1986) used in Magnum advertisements. The third research problem was solved by interpreting the power relation in Magnum advertisements based on French‟s and Raven‟s theory (1959).

From the obtained data, the researcher found that there were only a few linguistic features which appeared in Magnum advertisements. Although the advertisers created simplicity to those advertisements, the purposes of advertising were clearly understood based on the persuasion techniques which were used. The power relation between the companies and the consumers could be defined easily because the utterances are clear enough. Furthermore, the simplicity of Magnum advertisements presented Magnum‟s special characteristics albeit the advertisers did not vary the language style. This research could be used as an authentic example of teaching and learning English advertisement materials and knowledge for the advertisers to vary the language in their advertisements.

Keywords: language style, advertisement, Magnum, linguistic features, persuasion, power relation

viii ABSTRAK

Permatasari, Sonia Niken. (2014). An Analysis on the Language Style of the Utterances in Magnum Advertisements. Yogyakarta: Universitas Sanata Dharma.

Tidak dapat dipungkiri bahwa peran serta iklan yang ditayangkan di beberapa media elektronik sangat penting untuk beberapa perusahaan dalam memasarkan produk mereka. Para pembuat iklan harus dapat meyakinkan para pendengar melalui penggunaan bermacam-macam aspek linguistik yang juga dapat mempengaruhi teknik persuasi dan daya relasi antara perusahaan dan konsumen. Magnum yang telah sukses memasarkan produknya menimbulkan ketertarikan tersendiri bagi peneliti untuk menganalisa gaya bahasa yang digunakan pada iklannya.

Terdapat tiga permasalahan mengenai kalimat yang diucapkan pada iklan Magnum yang akan diselesaikan dalam penilitian ini, yaitu (1) Apa saja aspek linguistik yang ada dalam iklan Magnum? (2) Apa saja teknik persuasi yang digunakan Magnum untuk mengiklankan produknya? (3) Apa daya relasi yang dibangun Magnum terhadap konsumennya melalui iklan?

Untuk menyelesaikan tiga permasalahan penelitian tersebut, peneliti menggunakan analisis dokumen dalam analisis transkrip kalimat yang diucapkan dalam iklan Magnum. Permasalahan penelitian yang pertama diselesaikan dengan mengategorikan setiap ucapan ke beberapa aspek linguistik bahasa periklanan yang dikemukakan oleh Grey (2008). Permasalahan penelitian yang kedua diselesaikan dengan mengklasifikasikan teknik persuasi, usulan Kleppner (1986) yang digunakan dalam iklan Magnum. Permasalahan penelitian yang ketiga diselesaikan dengan menginterpretasikan daya relasi dalam iklan Magnum berdasarkan teori French dan Raven (1959).

Dari data yang diperoleh, peneliti menemukan sedikit aspek linguistik yang muncul dalam iklan Magnum. Walaupun pembuat iklan menciptakan kesederhanaan untuk iklan tersebut, tujuan pengiklanan dapat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Daya relasi antara perusahaan dan konsumen dapat ditetapkan dengan mudah karena kalimat- diucapkan dengan jelas. Kesederhanaan iklan Magnum menyajikan ciri khasnya walaupun para pembuat iklan tidak menggunakan berbagai macam gaya bahasa. Penelitian ini dapat dimanfaatkan sebagai contoh yang otentik dalam pengajaran dan pembelajaran materi iklan bahasa Inggris dan sebagai pengetahuan untuk pembuat iklan sehingga dapat menggunakan berbagai variasi bahasa dalam iklannya.

ix

ACKNOWLEDGEMENTS

It has been a long-winded journey I went on to achieve my Sarjana Pendidikan degree. Fortunately, there were many people who walked beside me to strengthen me in facing every single obstacle I had to face during the process of finishing this thesis as one of the steps I had to take. I would like to sincerely express my gratitude to those kind-hearted people.

My very first ceaseless gratitude goes to Jesus Christ for everything. It is only by the grace of Him that I could finish my thesis. Following His path is never disappointing because He always makes everything beautiful in His time.

Profound appreciation is addressed to my sponsor, Made Frida Yulia, S.Pd., M.Pd. for being very patient in guiding me. I thank her for spending her valuable time to critically read my writing and to advise me for my better writing.

I thank all of the lecturers of the English Language Education Study Program who indirectly inspired me along my study process. Also, I thank all of the staff for helping me during the years of my study.

Special thankfulness goes to my beloved parents, Lalina and Budiyono, and my siblings, Sahana Nila Natasashari, Febri Syahari Valentian, Candra Nastiti Ayunanda, and Fladimir Panca Syaputra. I could always count on them in every situation because of their unpretentious love and care. I am also greatly indebted to the big family of Yasmin Hadi Prayitno and the big family of Supardi for the support and joy in my life.

x

My generous thanks is also to my dearest Yulianto Puji Pamungkas for being there to give me love and encouragement. He is an awesome best friend, an admirable brother, and a fabulous boyfriend.

I am very grateful owing to my benevolent friends, namely Yogyaria Astin K. G. and Consita Iriana P. Every moment we spent together for about four years was the whole happiness bit. The members of A Fortiori Play Performance, Class C students, and all of the students of batch 2009 of ELESP are also people who I want to thank to. I also thank Indria Ajeng Noor Ambar, my only PPL partner in SMK 6, and my friends of KKN Group 39 for the cheerful short time togetherness when we were duty bound to take those courses. They are all amiable persons.

Finally, I give my indebtedness to all of the people I could not mention here for their support, prayers and help. They really mean so much to me. God counts them among His belongings. Once again, I am very grateful for everything they have done to me.

xi

TABLE OF CONTENTS

Page

TITLE PAGE ... i

APPROVAL PAGES ... ii

DEDICATION PAGE ... iv

STATEMENT OF WORK‟S ORIGINALITY ... v

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI ... vi

ABSTRACT ... vii

ABSTRAK ... viii

ACKNOWLEDGEMENTS ... ix

TABLE OF CONTENTS ... xi

LIST OF TABLES ... xiv

LIST OF FIGURES ... xv

LIST OF APPENDICES ... xvi

CHAPTER I. INTRODUCTION ... 1

A. Research Background ... 1

B. Research Problem ... 6

C. Problem Limitation ... 6

D. Research Objectives ... 7

E. Research Benefits ... 7

xii

CHAPTER II. REVIEW OF RELATED LITERATURE ... 11

A.Theoretical Description ... 11

1. Advertisement and Advertising ... 11

a. Definition ... 11

b. Functions of Advertising ... 13

c. Types of Advertising ... 13

2. Language Style of Advertisement ... 14

a. Lexical Features ... 14

b. Syntactic Features ... 17

3. Persuasion ... 21

4. Power Relation ... 23

B.Theoretical Framework ... 25

CHAPTER III. RESEARCH METHODOLOGY ... 27

A.Research Method ... 27

B.Research Setting... 28

C.Research Subjects ... 29

D.Instruments and Data Gathering Technique ... 29

E. Data Analysis Technique ... 30

F. Research Procedure ... 33

CHAPTER IV. RESEARCH RESULTS AND DISCUSSION ... 36

xiii

1. The Lexical Features of Magnum Advertisements ... 36

2. The Syntactic Features of Magnum Advertisements .. 42

B.The Persuasion Techniques in Magnum Advertisements .. 49

C.The Power Relation in Magnum Advertisements ... 51

CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS ... 56

A.Conclusions ... 56

B.Implications... 58

C.Recommendations ... 59

1. For English Teachers ... 59

2. For English Learners ... 60

3. For Advertisers ... 60

4. For Future Researchers ... 61

xiv

LIST OF TABLES

Table Page

3.1 The (Feature X) of Magnum Advertisements ... 32

3.2 The Checklist of Persuasion Techniques in Magnum Advertisements ... 32

3.3 The Checklist of Power Relation in Magnum Advertisements ... 33

4.1 The Persuasion Techniques in Magnum Advertisements ... 49

xv

LIST OF FIGURES

Figure Page 4.1 The Lexical Features of Magnum Advertisements ... 37 4.2 The Syntactic Features of Magnum Advertisements ... 43

xvi

LIST OF APPENDICES

Appendix Page A. The Transcript of Magnum Advertisements ... 64 B. The Data Analysis of Magnum Advertisements ... 69

1 CHAPTER I INTRODUCTION

This chapter provides a general introduction to the language style of broadcasted advertisements. Hence, the researcher intends to present the research background, problem formulation, problem limitation, research objectives, research benefits, and definition of terms.

A. Research Background

It is clear that every company needs media to disseminate their products to people, the consumers of their products. Mass media hold an important role to meet companies‟ needs. Mass media can be in the form of pamphlets, brochures, advertisements, and many more. Companies have their own decision to choose the form of mass media by considering many aspects. How companies present their products through mass media is considered as a valuable thing because the consumers often judge certain products from what they understand from the mass media before using the products in reality. It directly can affect the image of that brand and the image of the company itself.

Advertisements become the most well-known mass media because many companies use advertisements for particular aims. Taylor (1986) argues that the functions of advertisements are to create consumers‟ awareness and product differentiation, to create consumers‟ good-will, to reinforce existing behavior, and to make sales. Therefore, many companies use advertisements as the media to

achieve those functions for their profits. Broadcasted advertisements are now the familiar one because people can know many kinds of advertisements in some channels of television, internet, and radio.

Asher (1994) states that advertising language is used to persuade or to tempt people to buy companies‟ products. It means that advertisements use persuasive language to entice consumers. Advertisers should know what kind of persuasive language which is suitable for certain products and make consumers believe in the companies‟ products. Although the use of persuasive language is important, advertisers cannot ignore another function of advertisements, such as to create a good image of a product. The audience of broadcasted advertisements in television will create the image of the products by seeing and hearing what the advertisers make in the advertisements. Persuasive language should emphasize the functions of advertisements themselves.

According to Grey (2008: 5), to convey the persuasive message of advertisements, advertisers often use some linguistic features, such as hyperbole, repetition, glamorization, and some syntactic features, such as short sentences, long noun phrases, and ambiguity. Hyperbole is the common one which can make advertisements more alive. As the consumers‟ experiences increase, advertisers have to be responsible for the advertised products because advertisements can influence the development of the companies. Unfortunately, companies have bigger responsibility to their advertisements because consumers never judge advertisers. Consumers will comment on the products of companies which can

affect the image of the companies. Therefore, diction will be a very crucial thing in advertisements.

The use of certain strategies in making advertisements can influence consumers‟ point of view on the products. Choosing persuasion techniques is based on companies‟ needs and purposes. For example, cosmetics which can make women more beautiful will usually use Packard‟s idea of selling reassurance of worth (1957). Packard (1957) says that selling reassurance of worth is a persuasion technique of advertising to fulfill the needs of the consumers‟ satisfaction after they use the product. For example, the advertisement of

TRESemmé in late September 2012. It is a new product of hair care in Indonesia. The advertiser introduces the existence of TRESemmé in Indonesia nowadays by using that persuasion technique. There is a woman who has beautiful long hair and is walking around a narrow room. There are also some pictorial scenes of a woman whose hair is being treated by a hair stylist. In that advertisement, the advertiser shows how satisfied that woman is after she uses that product. It shows how consumers will be satisfied if they use TRESemmé. That persuasion technique is a match for presenting the purpose of TRESemmé company.

Nowadays, companies broadcast interesting advertisements in creative presentations. The utterances related to the product description are found in some television advertisements. Nevertheless, companies focus more on the image or action through a very short story to create dramatization. For example, the honesty version of Mie Sedaaap advertisement focuses on the boys who are eating Mie Sedaaap when they have already finished playing football. There is only one main

point that the audience will receive from the advertisement. The main point of that advertisement is that Mie Sedaaap is delicious. It is only a very simple message which is presented by a twenty-second-advertisement. Therefore, the unique presentation of advertisements is an interesting subject matter to observe. Moreover, advertising language has its own specialization of language elements which are used in the advertisements themselves.

Since broadcasted advertisements can be seen and heard, an utterance is as important as the visualization. Advertisers need to choose the most appropriate words to be uttered by the speakers in advertisements. Utterances hold important points because the audience can easily notice the uttered words instead of the written one. Ear-catching utterances should be attractive to the audience. Brands‟ slogan can be more understandable and remarkable if it is uttered in advertisements. Even, some advertisements present both the written slogan and the spoken slogan to grab the audience‟s attention. The speakers in advertisements can help the audience to understand on the advertised products through their utterances which are uttered with the right tone.

Kertajaya (1997: 48) writes that consumers are basically familiar with the brand instead of the product itself. Consumers trust the products of certain brands. Since the product has a big deal with people‟s perspective about product brands, there are some power relation which are built by companies upon consumers through advertisements. French and Raven (1959) classify power relation into five types, namely reward power, expert power, legitimate power, referent power, and coercive power. In some advertisements, reward power really attracts the

audience‟s interest to buy a product because of a reward that they will gain from that product. It directly means that advertisements use reward power to raise consumers‟ buying willingness.

Overall advertisements which have been watched, the researcher is interested in Magnum advertisements. From the data taken from Magnum‟s official website (2012), it says, “Magnum was the first handheld ice cream targeted as a premium ice cream for adults. Today, Magnum is one of the world's leading ice cream brands, selling one billion units annually worldwide, and it is the biggest brand of Unilever ice creams.” It is true that Magnum is a product which has a great success in marketing its product to people all around the world. This success is also influenced by the use of mass media to spread the existence of all products from Magnum.

Considering Magnum‟s success in marketing its products, the researcher would like to analyze the language style which is used over Magnum advertisements that have created success. Since there are a lot of topics which discuss the language style of advertisements, the researcher narrows the language style to the linguistic features and persuasion techniques of the utterances in Magnum advertisements. Besides, Magnum advertisements also hold the researcher‟s attention to identify the power relation that companies want to show to consumers through advertisements, as a remarkable mass medium.

B. Research Problem

This research endeavors to seek the language style of Magnum advertisements. Based on the main purpose of this research, the problems are formulated in the following questions:

1. What are the linguistic features of Magnum advertisements?

2. What kind of persuasion technique does Magnum use to advertise the products?

3. What kind of power relation does Magnum have upon consumers through the advertisements?

C. Problem Limitation

This research attempts to identify the linguistic features which appear in Magnum advertisements. The researcher analyzes the linguistic features based on the theory proposed by Grey (2008) in his Language in Use. The researcher specifies the linguistic features of Magnum advertisements into two parts; they are the lexical features and syntactic features. There are several theories of persuasion technique types, but in this research, the researcher uses Kleppner‟s theory of persuasion technique (1986). Then, the researcher implements the classification of power relation proposed by French and Raven (1959). The analysis is directed towards the English utterances or spoken words in Magnum advertisements.

D. Research Objectives

The aims of this study are divided into three parts. They are: 1. To analyze the linguistic features of Magnum advertisements.

2. To identify the persuasion techniques which are used by Magnum to advertise the products.

3. To interpret the power relation which Magnum has upon consumers through the advertisements.

E. Research Benefits

Since this thesis deals with language in society, particularly the advertisements, it is hoped that it will be a useful study for:

1. Advertisers

The advertising field has been developed rapidly nowadays. The competitive competence in advertisements is needed to attract companies‟ attention. Hopefully this research can inspire advertisers to create high quality advertisements with some consideration from many aspects, including consumers‟ point of view.

2. Consumers

Through this research, the researcher hopes that consumers can raise their awareness of wise buying decision, because the decision to buy some products is not only based on the advertisements.

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 world's 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.

11 CHAPTER II

REVIEW OF RELATED LITERATURE

The content of this chapter will seek to explain some important theories which are related to this research. There are two main parts of this chapter, namely theoretical description and theoretical framework. Theoretical description provides the theoretical review of this research base whereas theoretical framework explains the relation between the theories and the research.

A. Theoretical Description

In this section, there are some theories which can be the foundation of this research. This section elaborates on the advertisement and advertising, language style of advertisement, persuasion, and power relation.

1. Advertisement and Advertising

This part is going to explain what advertisement and advertising are. There are several things which deal with advertisement and advertising. They are the definition of advertisement and advertising, the functions of advertising, and the types of advertising.

a. Definition

Hornby (1995) defines an advertisement as a public notice which is offering or asking for goods, services, and so on. An advertisement becomes a medium to publish companies‟ offer to society. Companies inform society about their products which can be in the form of goods or services. In this case,

companies are trying to gain society‟s attention to their products. Therefore, an advertisement is a device to connect companies to their consumers. Based on that definition, advertisement does not have the role of marketing strategy because it only focuses on companies‟ intention to give information to society without persuading society to be the consumers of their products.

Similar to Hornby (1995), Weilbacher (1984: 8) says, “An advertisement is a marketing tool that helps to build confidence in companies and institutions by conveying accurate and compelling information to consumers about the brand or company or institution.” As a marketing tool, an advertisement has the function of marketing companies‟ products. While Hornby (1995) only emphasizes how to gain society‟s attention, Weilbacher (1984) emphasizes how to gain society‟s willingness to use the advertised products.

Advertisement cannot be separated from advertising. Bovee and Arens (1986: 5) describe “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.” Advertising should be done as the public communication which involves companies as message senders and consumers as message receivers in order to meet companies‟ needs of product marketing. Furthermore, the word „persuasive‟ directs advertising into an action of persuading people. For example, an advertisement of

Matahari Department Store which was broadcasted nearly Christmas offers discount for selected items up to 50%. That communication occurs between

audience to go shopping there because Matahari Department Store offers big discounts for their consumers.

b. Functions of Advertising

Taylor (1986) mentions some functions of advertising. The first function of advertising is to create consumer awareness and product differentiation. Companies show that they have products to meet their consumers‟ needs and that they have the best products among the similar products through advertisements. Advertising is a step which is used to compete with other companies in order to fulfill other functions of advertising. Second, advertising is used to create consumer good-will. Companies make their consumers feel that they have the appropriate choice when they choose those companies‟ products. Besides, they are trying to prove that they always do their best to satisfy their consumers. Third, advertising reinforces existing behavior. After consumers are aware of companies‟ products, companies have to advertise their products to keep their consumers‟ awareness. It also makes their products always „visible.‟ The last function of advertising is to make sales. This is the most important function of advertisements because many companies advertise their products to persuade their consumers to buy or use their products. An advertisement, as a marketing tool, has the main role of persuading people to give advantages to companies.

c. Types of Advertising

The classification of advertising based on Gilson and Berkman (1986) is divided into four types. They are printed media (e.g.: newspaper and magazine), broadcasted media (e.g.: television and radio), direct and special media (e.g.:

catalogue, mail package, pen, and calendar), and out-of-home and directory media (e.g.: poster in the bus shelter).

2. Language Style of Advertisement

An advertisement has its own particular language style. The language style of advertisement deals with the linguistic features. Grey (2008) in his Language in Use divides the linguistic features of advertisement language style into two parts. They are lexical features and syntactic features.

a. Lexical Features

Lexical features of advertisements present advertisements to be more unique because of the use of certain words. Lexical features make advertisers reconsider the diction of advertisements to grab consumers‟ attention and willingness.

1) Hyperbole

Leech (1972) argues that hyperbole is often concerned with personal values and sentiments. It is used to vary the expression of personal feelings and opinion. People use hyperbole to exaggerate something, especially in describing something in exaggerating manner. For example, the use of more, new, real, fresh,

and improved in some advertisement slogans. 2) Neologism

Grey (2008) defines a neologism as a new word or an expression which is created by joining two or more word parts together to create an entirely new word.

For example, Volvocracy is a neologism of people in the government who deal with democracy and drive Volvos.

3) Weasel Word

A weasel word is a modifier that practically negates the claim that follows. According to Grey (2008), a weasel word suggests a meaning without actually being specific. There are some words which are usually used as weasel words, such as help, like, virtually, enriched, worth, fresh, tested, guaranteed, and scientific. For example, totally different makes the consumers raise a question „different from what?‟ but there is no exact explanation of that question.

4) Familiar Language

The pronoun you is often used in advertisements to show more friendly attitudes toward consumers. Grey (2008) states that the use of that pronoun makes the audience feels to be involved within the advertisement. For example, Hyundai‟s slogan is Drive You Away. The use of pronoun you gives friendly attitude to Hyundai‟s consumers.

5) Simple Vocabulary

The language of advertisements should enable the audience to always remember the words. It can be said that advertisement must be simple, brief, and clear. This simplicity has to be attractive, too. For example, there is a slogan Scott makes it better for you. It is simple and understandable enough. By reading that slogan, the consumers can easily understand Scott.

6) Repetition

Repetition is usually used to make the brand‟s name or brand‟s slogan more interesting. Repetition also mostly appears in the written parts. There are three types of repetition. They are alliteration, rhyme, and rhythm. Alliteration is the repetition in the initial consonant sound of a word to produce rhythmical and musical effect. For example, finger of fudge the best four by four by far uses the repetition of /f/ sound to make it more interesting. Rhyme is a pattern of identity of sound between words extending from the end to the last fully accented vowel.

Mean machine is an example of rhyme. Rhythm is a regular pattern produced by varying the stressed and unstressed syllables of the words. For example, drinka pinta milka day.

7) Euphemism

Based on Grey‟s explanation (2008), euphemism is a type of figurative language which carries connotative meaning. For example, to say that somebody is a smelly person, people can use the euphemism body odor. Body odor sounds better because it can avoid saying an unpleasant word.

8) Humor

Humor is a quality in something that makes it funny. It is useful to attract and to entertain the audience. For example, the use of the word wonderfuel is used in a fuel advertisement. It is actually formed from the word wonderful and then it is used as humor becomes wonderfuel. It makes the product more interesting because of the use of humor. Humor can gain consumers‟ attention to the advertised product because most people love humor instead of something serious.

9) Glamorization

The words employed in advertisements are modified in such a way by combining the words which are uncommonly used in daily speaking is one way to give glamorization touch in advertisements. Grey (2008) gives an example of glamorization, like old house becomes charming, characterful, olde, worlde or unique house. The use of those words will make the house become more interesting. It will be interesting to say charming house instead of old house.

10) Potency

Grey (2008) suggests that potential words are those which are able to give new value, novelty or immediacy. Potential words can influence the audience. Ogilvy as is quoted by Grey (2008) identifies the words free, now, how to,

suddenly, announcing, introducing, it’s here, just arrived, important development,

improvement, amazing, sensational, remarkable, revolutionary startling, miracle, magic, and offer as the potential words.

b. Syntactic Features

Syntactic features deal with the categories of words having the same grammatical properties. Grey (2008) classifies syntactic features of advertisement based on the emergence of similar grammatical structure in the form of phrase. The simplicity of advertising language can be easily seen from the syntactic features of advertisement.

1) Short Sentence

A short sentence gives a clearness impact for the audience when they hear the utterances in advertisements. The purpose of this is to capture the audience‟s attention. For example, a tagline of insurance company is Arrange your insurance with NFU. That tagline uses short sentences but it has clear and complete information as the consumers want to know.

2) Long Noun Phrase

According to Grey (2008), a long noun phrase describes the advertised products in three or more words or two or more independent phrases to impress the audience. For example, a description of a product says First automatic chronograph with a 72-hour power-reserve and patented compression push-buttons. From that description, the audience notices the specialty of the automatic chronograph. Long noun phrases can make consumers feel that the advertised product has many special qualities if it is compared to other similar types of product.

3) Ambiguity

There is a phrase or a sentence which has more than one cognitive meaning. It is called an ambiguous phrase or sentence. Leech (1972) differentiates between lexical ambiguity, which consists of lexical homonymy and lexical polysemy, and grammatical ambiguity, which consists of grammatical homonymy and grammatical polysemy. The example of lexical homonymy is the word mole. It has three different meaning. They are a small mammal which is nearly blind, has dark fur and lives in passages that it digs under the ground, a small dark spot

or lump on a person's skin or a person who works for an organization or government and secretly gives information to its competitors. Besides, the example of lexical polysemy is in the sentence Gentlemen prefer blondes. Prefer

has the meaning of like better or promote. The sentence I like moving gates is the example of grammatical homonymy because it is ambiguous whether moving gates is gates that move or causing gates to move. Grammatical polysemy appears in the sentence He eats bread. The use of present tense in that sentence makes people doubtful whether it is happening now or a habitually repeated activity. 4) Use of Imperative

An imperative can be used to make an order. Advertisers use an imperative to make the audience act or do something, including buy or use the advertised product. For example, the imperative used in a poster of newly launched cassette album, Grab it now. That imperative suggest the audience to buy the cassette album.

5) Simple and Colloquial Language

This kind of language is only used in informal expressions. Grey (2008) assumes that colloquial expressions do not bear the meaning they normally have. For example, It ain’t half good. That sentence looks very informal because of the use of ain’t which can indicate the presence of simple and colloquial language. 6) Present Tense

A present tense gives as if the condition is real whenever the audience sees or hears the advertisements. Grey (2008) says that a present tense implies a universal timelessness. For example, Time always follows me is the slogan of

Rossini. When the audience sees or hears that sentence, they will feel like in the real time.

7) Syntactic Parallelism

Leech (1972) defines parallelism as a repetition of formal patterns of two or more similar ideas in similar structural forms. For example, stay dry, stay happy. The word stay is repeated to make the sentence more interesting for the audience because of the similar pattern.

8) Association

Advertisements should associate the positive side of the product to something else. It is sometimes indicated by the words like and as. For example,

fresh as a mountain stream. The freshness is associated with a mountain stream although they are two different things.

9) Ellipsis

Goddard (2002: 123) defines ellipsis as “the omission of part of a structure.” Cook (1996) says one of its aims is to create the sense of informality. For example, the utterance “Nespresso, what else?” when follows the grammatical rules should be “You’ll take Nespresso. What else would you like to drink?”However, it needs too many words and looks too formal.

10)Incomplete Sentence

The audience rarely pays attention to the sentences of advertisements very carefully. Even in visualized advertisements, the audience will pay attention more to the visualization of the advertisements. Therefore, Grey (2008) identifies an incomplete sentence as one of the linguistic features of advertisements. Using an

incomplete sentence helps the audience to catch the main point of advertisements. For example, “Revolutionary lift. Revolutionary results. REVITALIFT DOUBLE

LIFTING.” is more interesting in an advertisement instead of “If you want a revolutionary lift of your skin and to see revolutionary results, buy Revitalift

Double Lifting.”The complete version of the utterances

3. Persuasion

Hornby (1995: 864) states that “persuasion refers to the action of persuading or being persuaded.” It means that persuasion has the quality of persuasiveness. The persuasive state is the state of having the characteristic of urging people to do something. According to Trimmer and Nancy (1984), persuasion is verbal communication which make people have certain judgment or change their previous judgment to accept the new one which they do not believe before. An advertisement is one example of a persuasion activity. Bovee (1982) argues that persuasive state involves convincing people that the product advertised will give some benefits to them. Based on Trimmer (1984), advertisements can convince the target by giving statements, commands, suggestions, and rhetorical questions about the product which directly shows a product guarantee.

Kleppner (1986) proposes an idea of the classification of persuasion techniques based on the marketing situation and human characteristics. The main consideration of those three techniques is the product existence in the marketing area and how people‟s attitude towards the product. There are three techniques of persuasion. They are pioneering stage, competitive stage, and retentive stage.

a. Pioneering Stage

This technique is used to introduce a product which has been just released. Typically, advertisers will show consumers that they can meet their needs by using the advertised product. Besides, advertisers convince consumers that the product will give satisfaction in an efficient way.

b. Competitive Stage

The advertisers direct people to choose the products which have existed in the market. Consumers can freely select the products which they consider best to use. Many advertisements need to compete with others to win people‟s interest towards the advertised products. It is usually done by showing the uniqueness of the product which makes it different from other brands. Advertisers should emphasize why consumers should choose the advertised product instead of other similar products from other brands.

c. Retentive Stage

The purpose of retentive stage is to maintain the existence of the advertised product. By using this technique, advertisers give reminder to consumers that a product still exists in markets. Advertisers use this technique when the advertised product has been marketed for a long time. Retentive stage is also known as reminder stage because it can be a reminder for the audience about the existence of the advertised product.

4. Power Relation

Peirce (1886) states that power is built from the relation between message senders and message receivers. According to Petress in Triandjojo (2008), power is the capability to persuade others to believe or to do something like what is wanted. Lill (1998) says that power works when people use ideology association in the cultural action strategy. Triandjojo (2008) argues that an advertisement is an ideology reflection from a company. It can be a medium for companies to communicate with consumers. The relation which is built by companies and consumers is called power relation. Power relation makes communication act occur between companies as message senders and consumers as message receivers. French and Raven (1959) divide the types of power relation into five types, namely legitimate power, reward power, referent power, expert power, and coercive power.

a. Legitimate Power

French and Raven (1959) describe legitimate power as the power which is built when message senders are able to control message receivers. Message senders have the right to posit themselves in the higher level than message receivers. That right refers to message senders‟ power to dictate message receivers. By using this power, message receivers are hoped to consider buying the advertised products.

b. Reward Power

Message senders promise to give a reward to message receivers. Therefore, message receivers will be persuaded by a promised reward. Message

senders have an assumption of persuading message receivers through giving a bonus when they use or buy their products.

c. Referent Power

Based on French and Raven (1959), through this power, message senders use people‟s popularity to reach what they want. It is functioned to attract message receivers to buy or use the products. It is also used to influence message receivers‟ life style to imitate famous people‟s life style which appear in message senders‟ message. For example, advertisers use some public figures in their advertisements.

d. Expert Power

French and Raven (1959) state that expert power appears when message senders are positioned as the ones who understand the product. Therefore, message receivers should follow their superiors to use the advertised products. Message senders tend to show their higher quality of knowledge or experience to persuade message receivers to follow them.

e. Coercive Power

Loudon in Supriyono (2006) states that message senders can delete a promised reward if message receivers do not follow the suggestion in advertisements. In the other words, message senders threaten message receivers to do their order. Therefore, message receivers feel threatened by message senders if she or he does not obey message senders‟ order.

B. Theoretical Framework

Based on the theoretical description, the researcher wraps up the appropriate theories to accomplish the objectives of this study. There are only three major theories which are used to answer the formulated research questions. They are the language style of advertisements, the persuasion techniques, and the power relation.

To answer the first research question, related to the use of certain linguistic features of advertisements, the researcher analyzes the language style of advertising based on Grey‟s theory (2008). There are two parts of language style in advertisements. The first part is the lexical features that deal with the lexical items or the use of words. They consist of hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor, glamorization, and potency. The second part is the syntactic features which deal with the grammatical properties. They consist of short sentence, longnoun phrase, ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. The researcher analyzes the utterances of Magnum advertisements and then classifies them to the characteristics of advertisement linguistic features proposed by Grey (2008). The researcher chooses Grey‟s theory (2008) because there is specific description on the characteristics of advertisement language. Different from other theories of the advertising language, the theory of Grey (2008) provides the classification of the lexical features and the syntactic features.

The second research question which is related to the use of persuasion techniques is answered by identifying each Magnum advertisement based on the theory of three persuasion techniques proposed by Kleppner (1986). They are pioneering stage, competitive stage, and retentive stage. The researcher uses the theory of Kleppner (1986) because it has clearer types of persuasion techniques to be used to classify Magnum advertisements. Kleppner (1986) differentiates the persuasion techniques clearly based on the marketing situation and human characteristics. Therefore, the researcher can clearly categorize Magnum advertisements into the types of persuasion techniques by using a checklist of persuasion techniques used in Magnum advertisements based on Kleppner‟s theory (1986).

For the last research question, the researcher uses the theory of power relation proposed by French and Raven (1959). The theory of power relation shows how the companies build their position upon their consumers. The types of power relation are divided into legitimate power, reward power, referent power, expert power, and coercive power. Power relation which is suggested by Peirce (1886) directs communication which is built by message senders and message receivers. It is combined with the power relation theory in leadership issue proposed by French and Raven (1959). The researcher tries to interpret the utterances of Magnum advertisements and then classifies them into the types of power relation.

27 CHAPTER III

RESEARCH METHODOLOGY

This chapter is going to elaborate on the detailed information about the methodology used to accomplish this study. The use of the methodology was aimed to answer the formulated research questions. There are six sections in this chapter, namely the research method, research setting, research subjects, instruments and data gathering technique, data analysis technique, and research procedure.

A. Research Method

This research has three questions to be answered. They are (1) What are the linguistic features of Magnum advertisements? (2) What kind of persuasion technique does Magnum use to advertise the products? and (3) What kind of power relation does Magnum have upon consumers through the advertisements?

To answer those three research questions, the researcher conducted research which was categorized into qualitative research. Brown and Rodgers (2002: 12) state that qualitative research is “research which is based predominantly on non-numerical data, reveals that it can be subdivided into various different non numerical qualitative research techniques for gathering data, for example observations/field notes, case studies, diaries, etc.” This research did not deal with any numerical data because it would focus on the descriptive research which is defined by Best and Kahn (1989) as a type of research that

describes what is describing, recording, analyzing, interpreting conditions that exist. This research was going to describe the language style used in Magnum advertisements.

The method employed in this research was content or document analysis. Leedy and Ormrod (2005: 142) define content analysis as “a detailed and systematic examination of the contents of a particular body of material for the purpose of identifying patterns, themes, or biases.” It means that content analysis allows the analyst to analyze information from certain data sources in order to describe particular characteristics of the information. In this research, the data sources were 10 videos of Magnum advertisements. Generally, the researcher was going to describe the available characteristics of language style used in Magnum advertisements.

B. Research Setting

The researcher conducted the research from October 2012 to February 2013. Firstly, the researcher looked for the data sources in October 2012. After finding the data sources, the researcher selected ten Magnum advertisements to be the samples of this research. Then, the researcher gathered the data from December 2012 to January 2013 by transcribing the ten Magnum advertisements. The data analysis took the longest time in this research because it needed to be rechecked and revised for some times. It took about four months which began in February 2013 and ended in May 2013.

C. Research Subjects

There were so many versions of Magnum advertisements that people can find from the broadcasting media, such as television and internet. However, the researcher only chose 10 versions of Magnum advertisements because those 10 advertisements were the most appropriate representatives among other versions of Magnum advertisements. According to Leedy and Ormrod (2005), purposive sampling is the most appropriate method to select the appropriate sample because the samples should yield the greatest amount of information about the topic under the research. Those 10 representatives of Magnum advertisements were used as the purposive samples of this research. Briefly, it could be said that the purpose of selecting those samples was to deeply analyze the major language style, persuasion technique, and power relation which often appeared in Magnum advertisements. The researcher determined the criterion of selecting those advertisements. The only criterion was whether there was the presence of spoken English. Those 10 Magnum advertisements were Magnum Mini version, Magnum Ecuador version, Magnum Infinity version, Magnum Classic version, Magnum Temptation version, Magnum Temptation Hazelnut version, Selecta Magnum version, Magnum advertisement in 1994, Magnum advertisement in 1993, and Magnum advertisement in 1992.

D. Instruments and Data Gathering Technique

This research involved two instruments. Those are the researcher as human instrument and document.

1. The researcher as human instrument

Merriam (2002) says that in qualitative research, the researcher becomes the primary instrument for data collection and data analysis. Drake (2006) also points out the researcher as human instrument when the researcher collects the data using methods, such as interview and observation. In this research, the researcher collected the data by observing the ten Magnum advertisement videos. Then, the researcher wrote down the transcript of each video and analyzed it. 2. Document

According to Ary, Jacobs, and Razavieh (2002), in qualitative research, especially in content analysis, the analyzed materials can be in the form of public records, textbooks, letters, films, tapes, and many more. In this research, the document is in the form of transcript of 10 Magnum advertisements. The researcher transcribed the recorded Magnum advertisements to be analyzed. Those transcripts belonged to the research instruments because they were used to answer the research questions. This transcript would be useful to obtain the data because it could decrease the missing words which should be analyzed and increase the validity of the data.

E. Data Analysis Technique

The researcher prepared 20 tables as in Table 3.1 to categorize the language style of Magnum advertisements into 10 lexical features and 10 syntactic features. Those 20 features are hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor,

glamorization, potency, short sentence, long noun phrase, ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. Those features are based on Grey‟s theory (2008) about the linguistic features of advertisements. There was the checklist of persuasion techniques of Magnum advertisements as shown in Table 3.2, which was used to answer the second research question, related to the use of persuasion techniques. The classification of persuasion techniques used in this research is proposed by Kleppner (1986). The last research question was answered through the researcher‟s interpretation upon the theory of power relation proposed by French and Raven (1959). However, the researcher also provided the checklist as in Table 3.3.to ease the researcher in categorizing the power relation which appeared in Magnum advertisements.

To keep the trustworthiness of the data analysis, the researcher did a data triangulation. Potter (1996) states that triangulation is a way to strengthen one‟s argument which can be done by examining that argument through others‟ point of view. In this case, there were two people who helped the researcher in analyzing the data. They were a lecturer of English Language Education Study Program who was the researcher‟s supervisor and a veteran English teacher of junior high school. They checked and gave suggestions if they were necessary about the data analysis based on the related theories which were used in this thesis. Then, the researcher rechecked and revised the data analysis. The revision of the data analysis was done for several times after the researcher asked those two people to

check the data analysis again. This data triangulation process was done more than once to decrease the number of errors.

Table 3.1. The (Feature X) of Magnum Advertisements

Video (Feature X)

M. Mini M. Ecuador

M. Infinity M. Classic M. Temptation M. T. Hazelnut

Selecta M. M. in 1994 M. in 1993 M. in 1992

Table 3.2. The Checklist of Persuasion Techniques in Magnum Advertisements

Video Persuasion Techniques

Pioneering Stage Competitive Stage Retentive Stage M. Mini

M. Ecuador M. Infinity

M. Classic M. Temptation M. T. Hazelnut

Selecta M. M. in 1994 M. in 1993 M. in 1992

Table 3.3. The Checklist of Power Relation in Magnum Advertisements

Video

Power Relation Legitimate

Power

Reward Power

Referent Power

Expert Power

Coercive Power M. Mini

M. Ecuador M. Infinity

M. Classic M. Temptation M. T. Hazelnut

Selecta M. M. in 1994 M. in 1993 M. in 1992

F. Research Procedure

In conducting research, there were six steps done by the researcher to accomplish this study.

1. Selecting the data sources

There were more than 20 versions of Magnum advertisements. The researcher selected 10 Magnum advertisements as the data sources of this research based on the availability of the use of English. Those advertisements are in the form of videos which are broadcasted in television and internet. They were downloaded from www.youtube.com.

2. Gathering the data

The researcher had to transcribe the videos. To gather the valid data, the researcher watched and listened to the videos several times. Then, the researcher made the transcripts based on the videos. Rechecking and revising the transcripts

were also required in the data gathering process in order to minimize possible mistakes.

3. Preparing the tables and the checklists

The researcher found the theory of linguistic features, which consists of lexical features and syntactic features by Grey (2008), the theory of persuasion techniques by Kleppner (1986) and the theory of power relation by French and Raven (1959). After that, the researcher made 20 tables of analysis and two checklists based on those theories. Those tables and checklists were very helpful for the researcher to analyze the presence of the language style, persuasion technique, and power relation used in Magnum advertisements.

4. Analyzing the data

The researcher analyzed the gathered data by filling in the tables and the checklists. Besides, the researcher also wrote down the features which were categorized into certain characteristics of Magnum advertisements‟ language style to be explained. Then, the researcher analyzed the persuasion techniques which were used in each advertisement by filling in the checklist and taking notes on the criteria which made the advertisements belong to the certain persuasion techniques. To answer the third research question, the researcher classified the data based on the theory of power relation to the checklist. The researcher interpreted the data and provided the checklist and the reasons why those advertisements belong to certain power relation which is proposed by French and Raven (1959).

Data triangulation was done for some times to maintain the trustworthiness of the data analysis. The researcher relied on two persons who are more expert to check and criticize the data analysis. Based on the criticism, the researcher rechecked and revised the data analysis to reduce error.

5. Writing up the report

Finally, the researcher was responsible to write up the report. The report itself contains the process of the research and also the results of the research. Moreover, the researcher also attached the data of the research.

36 CHAPTER IV

RESEARCH FINDINGS AND DISCUSSION

This chapter consists of the elaboration on the research findings and discussion. That elaboration answers the research questions. There are three sections in this chapter. The first section discusses the linguistic features of Magnum advertisements. The second section deals with the kind of persuasion technique in Magnum advertisements. The last section explains the kind of power relation in Magnum advertisements.

A. The Linguistic Features of Magnum Advertisements

Based on Grey (2008), there are two major features of the advertisement language style. They are lexical features and syntactic features. Magnum advertisements had some parts of those elements in the language they used to grab the consumers‟ attention.

1. The Lexical Features of Magnum Advertisements

The lexical features of Magnum advertisements deal with the diction used in advertisements. In this case, the words were spoken by the actors, actresses, and the narrators of Magnum advertisements. The words can delegate what the company wants to convey in order to persuade the consumers. The diction can empower people to believe what the speakers say in the advertisements upon the advertised products. The result of the data analysis dealing with the lexical features of Magnum advertisements can be seen in Figure 4.1.

Figure 4.1 The Lexical Features of Magnum Advertisements

The researcher found that Magnum advertisements only had some lexical features of the advertising language. They lacked neologism, repetition, and humor. Overall, Magnum advertisements only had 36% of the whole lexical features in the advertising language proposed by Grey (2008).

a. Hyperbole

Hyperbole is one way to exaggerate the product in order to attract the consumers‟ attention to the product. There were seven Magnum advertisements which had the hyperbole feature in the advertisements and the rest did not have hyperbole feature. The advertisement of Magnum Infinity had the most number of hyperboles. For example, the use of longer lasting pleasure described how the consumers could feel the longer pleasure when they ate Magnum Infinity than other ice cream. The word new dominated the hyperbole feature in Magnum

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The Lexical Features

Hyperbole Neologism Weasel Word

Familiar Language Simple Vocabulary Repetition

Euphemism Humor Glamorization

advertisements, such as New Magnum Ecuador and New Magnum Temptation. It showed that the advertisers emphasized the presence of new Magnum product in the majority of Magnum advertisements. Besides, the phrase for the first time also had the same meaning with the word new. The other words which indicated the use of hyperbole in Magnum advertisements were special, intense, forever, perfection, very, and best. The presence of hyperbole in Magnum advertisements added the variation of personal expression which could affect the consumers‟ willingness to taste Magnum whether the speakers‟ utterances were true.

b. Neologism

The advertisers of Magnum did not use neologism to advertise Magnum. Magnum advertisements did not introduce a new word which was formed by joining two or more word parts. The diction of Magnum advertisements was very simple and did not use too many language features.

c. Weasel Word

Grey (2008) states that a weasel word carries unspecified meaning. Therefore, it makes people question the missing information. There were only three Magnum advertisements which used weasel word to gain the consumers‟ attention. Each weasel word had different styles of attracting people. It depended on the diction the advertisers chose to use. In the advertisement of Magnum in 1992, the actress said that Magnum was so different. People could raise a question “from what it is different.” Then, it affected people‟s curiosity to find out from what aspect it is different by buying the product. The phrase another little indulgence in Magnum Mini advertisement also could make people curious about

what kind of indulgence it is. Those kinds of curiosity could push people to buy the advertised product.

d. Familiar Language

The word you indicates familiar language in the advertisements. It creates more friendly attitudes between the companies and the consumers. There were 60% of Magnum advertisements which clearly used the pronoun you to address the consumers. The narrator in Magnum Classic advertisement said, “When you

are having a magnum with thick cracking chocolate, nothing else matters” The pronoun you in that utterance pointed out the consumers as if the narrator was talking to them.

There were 20% of Magnum advertisements which did not use the pronoun you. One of those advertisements presented some people‟s points of view on Magnum. Therefore, they used the pronoun I to express their personal opinion about Magnum as in Magnum advertisement in 1993. The rest of Magnum advertisements used imperative which was said by the narrator. It addressed the consumers by using you indirectly but it was clear that the subject was you.

Magnum advertisement in 1994 had the pronoun you but it did not address the audience because the pronoun you in that advertisement referred to Magnum. Some Magnum advertisements used the pronoun you to address another actors or another actress. Therefore, the pronoun you in those advertisements did not belong to the familiar language feature.

Video Potency M. Temptation Magnum presents for the first time M. T. Hazelnut -

Selecta M. - M. in 1994 - M. in 1993 - M. in 1992 -

2.

Syntactic Features

a.

Short Sentence

Video Short Sentence

M. Mini  Eva, I‟m so sorry.  Come on.

 I must admit I was wrong.  You‟re so right.

M. Ecuador  No man has…

 Do you know where could I find more cocoa beans? M. Infinity  The cruel is back.

 You gotta see this.  Watch this. M. Classic -

M. Temptation  Ok. I got you.  Cut the alarm.

 Magnum presents for the first time.

 New Magnum temptation seeks your ultimate pleasure. M. T. Hazelnut  Feel the chocolates hazelnut basis of banana ice cream in

covered in shacked cracking chocolate. Selecta M. -

M. in 1994  Magnum is bliss.  You‟re luxury.

 I would‟ve been my own.  I have to have one now.  Oh, the chocolate cracks.  My heart is now nothing.  Nothing compares to Magnum.  I hope.

 It‟s all mine

M. in 1993  I tell myself „come on, it is reunion ice cream‟.  I couldn‟t share it.

Video Short Sentence  Magnum‟s so different

 The chocolate is crust but then the ice cream.  I felt like under confession afterward.  It‟s like slide between so shades.  You can bite a bit off in use like spoon.  Share it.

 Near off.

 I told reckless, really reckless.  Bear it.

b.

Long Noun Phrase

Video Long Noun Phrase

M. Mini Another little indulgence

M. Ecuador  Specially selected cocoa from Ecuador  Swolen chocolate sauce

M. Infinity  Longer lasting pleasure  Intense choco pleasure M. Classic Thick cracking pleasure

M. Temptation Chocolate delicious browny pieces M. T. Hazelnut  Chocolate hazelnut basis

 Banana ice cream

 Shacked cracking chocolate Selecta M.  International ice cream sensation

 Thick rich Belgium chocolate M. in 1994 -

M. in 1993 - M. in 1992 -

c.

Ambiguity

(None)

d.

Use of Imperative

Video Use of Imperative

M. Mini Come on. M. Ecuador -

Video Use of Imperative M. Classic -

M. Temptation Cut the alarm.

M. T. Hazelnut Feel the chocolates hazelnut basis of banana ice cream in covered in shacked cracking chocolate.

Selecta M. - M. in 1994 - M. in 1993 - M. in 1992 -

e.

Simple and Colloquial Language

(None)

f.

Present Tense

Video Present Tense

M. Mini  Eva, I‟m so sorry.  Come on.

 I must admit I was wrong.  You‟re so right.

 Magnum Mini, another little indulgence you can enjoy again and again.

M. Ecuador  We are in the lost in the access, look out of the Ecuadorian rainforest.

 No man has…

 Do you know where could I find more cocoa beans? M. Infinity  The cruel is back.

 You gotta see this.

 And intense choco pleasure that stays with you longer.  Watch this.

M. Classic When you are having a magnum with thick cracking chocolate, nothing else matters.

M. Temptation  Cut the alarm.

 Magnum presents for the first time.

 New Magnum temptation seeks your ultimate pleasure. M. T. Hazelnut Feel the chocolates hazelnut basis of banana ice cream in

covered in shacked cracking chocolate. Selecta M. A taste as you have in Magnum. M. in 1994  Magnum is bliss.

Video Present Tense  I have to have one now.

 Oh, the chocolate cracks.  My heart is now nothing.  Nothing compares to Magnum.  I hope.

 It‟s all mine

M. in 1993  I get over my own and nothing can come to distract me.  The piece I like best is one that chocolate cracks for the first

time.

 I just want to make it lose so I skip very slowly.  I tell myself „come on, it is reunion ice cream‟. M. in 1992  It‟s ice cream that is grown up.

 Magnum‟s so different.

 The chocolate is crust but then the ice cream.  The taste you will taste and then crack.  It‟s like slide between so shades.  You can bite a bit off in use like spoon.  Share it.

 Near off  Bear it.

 I think I‟ll always remember my first Magnum.

g.

Syntactic Parallelism

(None)

h.

Association

Video Association

M. Mini Another little indulgence M. Ecuador -

M. Infinity The cruel is back M. Classic -

M. Temptation - M. T. Hazelnut - Selecta M. - M. in 1994 - M. in 1993 -

M. in 1992  Like slide between so shades

i.

Ellipsis

Video Ellipsis

M. Mini -

M. Ecuador Sorry, guys. Sorry. M. Infinity -

M. Classic - M. Temptation - M. T. Hazelnut - Selecta M. - M. in 1994 - M. in 1993 - M. in 1992 -

j.

Incomplete Sentence

Video Incomplete Sentence

M. Mini Magnum Mini, another little indulgence you can enjoy again and again.

M. Ecuador  With the specially selected cocoa from Ecuador, as swollen chocolate sauce and so given in the ice cream.

 New Magnum Ecuador for pleasure seekers.

M. Infinity  A longer lasting pleasure, new Magnum infinity. Make a special choco and coconuts. And intense choco pleasure that stays with you longer.

 Could talk forever.

 New Magnum Infinity for pleasure seekers. M. Classic -

M. Temptation  Magnum presents for the first time.

 The new Magnum temptation with chocolate sauce when chocolate delicious browny pieces covered by Belgium chocolate.

 New Magnum temptation seeks your ultimate pleasure. M. T. Hazelnut  New Magnum temptation.

 Feel the chocolates hazelnut basis of banana ice cream in covered in shacked cracking chocolate.

 For pleasure seekers.

Selecta M.  A taste as you have in Magnum.

 International ice cream sensation with thick rich Belgium chocolate, coated by classic, almond, in double chocolate.  Magnum

Video Incomplete Sentence M. in 1993 -

M. in 1992 -

B.

Persuasion Techniques

Video Persuasion Techniques

Pioneering Stage Competitive Stage Retentive Stage

M. Mini 

M. Ecuador 

M. Infinity 

M. Classic 

M. Temptation 

M. T. Hazelnut 

Selecta M. 

M. in 1994 

M. in 1993 

M. in 1992 

C.

Power Relation

Video

Power Relation Legitimate

Power

Reward Power

Referent Power

Expert Power

Coercive Power

M. Mini 

M. Ecuador 

M. Infinity 

M. Classic 

M. Temptation 

M. T. Hazelnut 

Selecta M. 

M. in 1994 

M. in 1993 