A style of the Coca-Cola advertisements and its persuasive effects toward the readers.

ABSTRACT

PRATIWI, OKTADEA HERDA. A Style of the Coca-Cola Advertisements and Its Persuasive Effects toward the Readers. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2014.

Language has important roles in human life. Language can control human thoughts and actions, even it can manipulate people. Humans may also use language for persuading and influencing others. The ways they use language to persuade and influence people varied. And one of the most concrete is in advertisement. The creative use of language style can make an advertisement attractive and impressive. One effective mean in advertisement is slogan, which is a phrase or a clause with highly memorable words to persuade the audiences. Coca-Cola is one of the most well-known softdrinks in the world. The company productively makes the slogans. Since Coca-Cola has created many slogans which are quite different from other softdrinks’ slogans, they are interesting to be analyzed.

There are two objectives in the research. The first is to analyze the language style used by Coca-Cola advertisements in 125 Years Booklet of the Coca-Cola Company. The second is to find out the way the linguistic features of the language style on Coca-Cola advertisements to create persuasive effects towards the readers. The purpose of the research is to help the readers understand that the Coca-Cola’s slogans are made in such a way so that people will gain interest toward them.

Some steps were taken to accomplish the research. The data had to be gathered in the very beginning of the research. In collecting the data, the purposive sampling technique was used. The data were taken from the 125 Years Booklet of the Coca-Cola Company. Other data were from the respondents’ questionnaire needed to help

in answering the second problem. After the data were collected, the data were analyzed. The analysis was begun by dealing with the language style, or the language features found in the Coca-Cola’s slogans. Then, the analysis was continued by

finding out the way the linguistic features in the slogans create persuasive effects toward the readers, so that the relation between persuasive effect and the use of linguistic features could be found.

After the analyses were done, certain findings were revealed. Coca-Cola advertisements employed certain stylistic devices, or language features, such as vocabulary (diction), grammar (sentence, clause, phrase, word, morpheme), rhyme, alliteration, assonance, repetition, meter, metaphor, and consonance all of which to persuade or attract the readers of the slogans. It was also found that the language styles of the slogans have strong connections to create a persuasion to the viewers. Long slogans, though they had linguistic features, did not impress the readers as well effectively as the short ones. The readers find that short slogans which contained linguistic features were more interesting than the long slogans.

ABSTRAK

PRATIWI, OKTADEA HERDA. Gaya Bahasa pada Iklan Coca-Cola dan Efek Persuasifnya terhadap Pembaca. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2014.

Bahasa memiliki beberapa peran penting dalam kehidupan manusia sehari-hari. Bahasa bisa mengontrol berbagai pemikiran dan tindakan manusia, bahkan bisa memanipulasi. Penggunaan bahasa untuk meyakinkan dan mempengaruhi orang-orang ada berbagai macam jenisnya. Salah satu bentuk nyatanya adalah iklan. Penggunaan gaya bahasa secara kreatif bisa membuat iklan menjadi menarik dan mengesankan. Slogan yang menjadi bagian dari iklan, merupakan sebuah frasa atau klausa yang mudah diingat dan bisa mempengaruhi para pembaca. Coca-Cola adalah salah satu dari minuman ringan yang terkenal diseluruh dunia. Perusahaannya secara produktif membuat slogan secara berkala. Karena Coca-Cola telah membuat berbagai slogan yang agak berbeda dibandingkan slogan-slogan minuman ringan yang lainnya, membuatnya menarik untuk di analisis.

Ada dua permasalahan yang dibahas dalam penelitian ini. Yang pertama adalah menganalisa penggunaan gaya bahasa oleh iklan Coca-Cola dalam booklet “125 Years Booklet of the Coca-Cola Company”. Permasalahan yang kedua adalah untuk

menemukan bagaimana gaya bahasa dalam slogan Coca-Cola dapat menciptakan efek persuasif terhadap pembaca. Tujuan dari penelitian ini adalah untuk membantu para pembaca mengerti bahwa slogan yang terdapat dalam Coca-Cola dibuat sedemikian rupa agar menarik minat pembaca terhadap slogan tersebut.

Di permulaan penelitian, data harus dikumpulkan. Dalam mengumpulkan data, teknik pengambilan sampel secara acak dan dengan tujuan tertentu. Data diambil dari booklet “125 Years Booklet of the Coca-Cola Company”. Data yang selanjutnya

adalah yang diambil dari kuesioner yang diisi oleh responden untuk membantu menjawab pertanyaan dari permasalahan kedua. Analisis terhadap gaya bahasa yang ditemukan dalam slogan Coca-Cola dimulai setelah data terkumpul. Analisis juga dilanjutkan dengan mencari tahu bagaimana gaya bahasa dalam slogan Coca-Cola

dapat menciptakan efek persuasif terhadap pembaca, jadi hubungan antara efek persuasif dan penggunaan gaya bahasa bisa ditemukan.

Setelah beberapa analisis diselesaikan, beberapa temuan muncul. Iklan Coca-Cola

mengandung beberapa gaya bahasa tertentu, seperti kosakata (diksi), tata bahasa (kalimat, klausa, frasa, kata, dan morfem), rima (sajak), aliterasi, asonansi (purwakanti), repetisi, meter, metafora, dan konsonansi yang mana bisa mempengaruhi dan meyakinkan pembaca slogan. Gaya bahasa yang terdapat pada slogan memiliki hubungan yang cukup kuat untuk membuat sebuah pengaruh terhadap pembaca. Para pembaca menemukan bahwa slogan yang pendek dan mengandung gaya bahasa/fitur linguistik lebih menarik daripada slogan yang pendek tetapi tidak mengandung fitur linguistik.

A STYLE OF THE COCA-COLA ADVERTISEMENTS AND ITS PERSUASIVE EFFECTS TOWARD THE READERS

AN UNDERGRADUATE THESIS

Presented as Partial Fulfillment of the Requirements For the Degree of Sarjana Sastra

In English Letters

By

OKTADEA HERDA PRATIWI Student Number: 114214108

ENGLISH LETTERS STUDY PROGRAMME DEPARTMENT OF ENGLISH LETTERS

FACULTY OF LETTERS SANATA DHARMA UNIVERSITY

YOGYAKARTA 2015

A STYLE OF THE COCA-COLA ADVERTISEMENTS AND ITS PERSUASIVE EFFECTS TOWARD THE READERS

AN UNDERGRADUATE THESIS

Presented as Partial Fulfillment of the Requirements For the Degree of Sarjana Sastra

In English Letters

By

OKTADEA HERDA PRATIWI Student Number: 114214108

ENGLISH LETTERS STUDY PROGRAMME DEPARTMENT OF ENGLISH LETTERS

FACULTY OF LETTERS SANATA DHARMA UNIVERSITY

YOGYAKARTA 2015

STATEMENT OF ORIGINALITY

I honestly declare that this undergraduate thesis does not contain materials which have been submitted previously for the award of any other degree at any university, and that this undergraduate thesis does not contain works written previously by any other people, except those cited in the quotations and bibliography as a scientific paper should.

Yogyakarta, June 30, 2015

LEMBAR PERNYATAAN PERSETUJUAN

PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Oktadea Herda Pratiwi

Nomor Mahasiswa : 114214108

Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul:

A STYLE OF THE COCA-COLA ADVERTISEMENTS AND ITS PERSUASIVE EFFECTS TOWARD THE READERS

Beserta dengan perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di internet atau media lain untuk kepentingan akademis tanpa perlu meminta ijin kepada saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis.

Demikian pernyataan ini saya buat dengan sebenarnya. Dibuat di Yogyakarta

Pada tanggal 30 Juni 2015 Yang menyatakan,

The very spring and root of honesty

and virtue lie in good education.

- Plutarch

There is no elevator to success,

you have to take the stairs.

For My Mother and My Father

I love both of you the most

ACKNOWLEDGEMENTS

First of all, I would like to express my deepest gratitude to Allah SWT for His blessing so I could finish not only this thesis but also my study. I know He is always with me all the time, watches me, blesses me, and gives everything the best for my life.

I would like to thank my Advisor Dr. Fr. B. Alip, M.Pd, M.A. for his time in guiding and giving advice for finishing my thesis. I also would like to thank my Co. Advisor, Dr. B. Ria Lestari, M.S., for her help in checking and revising this thesis.

The biggest gratitude is given to my beloved parents. Thanks to my father, Sudarto, S.T., for being my guardian. Thanks to my mother, Nunut Kusmiati, for her love and her care for me. The three of us will be together, forever, and ever.

Special thanks are due to Nira Meirita, my best friend in the junior high school. Special thanks also go to Yuli Nur Rohmadinah, Diah Ayu Wulandari, and Mariana, my best friends since I was in the senior high school, and to Nyoman Wiraswati Ningrum, a talented dancer and a very best friend of mine in Yogyakarta, for her support and motivation. Thank you to Jane, Prisca Armilda, Pingkan Hapsari, Maria Cynthia Rani, Angelica Chrestella, Maria Tri Wahyuni, Reza Luthfan, Gallang R. Gempita, and C. Dina Apriliani, my seniors and juniors in the

English Letters‟. Thanks for your support and motivation.

Thank you to my comrades, Patrick Anthonio Vespereza Andrada and Tan Michael Chandra, and all of my friends in Class D of English Letters 2011 for their supports and motivation. Thank you for all of my friends who I cannot mention one by one, for the prayer, advice, support, joy, laugh, and cry. Thanks for your love, guys.

TABLE OF CONTENTS

TITLE PAGE………...……….. . i

APPROVAL PAGE……… . ii

ACCEPTANCE PAGE………... .iii

STATEMENT OF ORIGINALITY………... . iv

HAL PENGESAHAN PUBLIKASI………... . v

MOTTO PAGE……… vi

DEDICATION PAGE……….... . vii

ACKNOWLEDGEMENTS……… viii

TABLE OF CONTENTS……….. . ix

ABSTRACT………..……….. . xi

ABSTRAK……….. . xii

CHAPTER I: INTRODUCTION………... 1

A. Background of the Study………...……….. 1

B. Problem Formulation………... 4

C. Objectives of the Study……… 5

D. Definition of Terms……… . 5

CHAPTER II: REVIEW OF LITERATURE……….. 7

A. Review of Related Studies………. . 7

B. Review of Related Theories………... . 10

1. Theories of Stylistics……… . 10

2. Theories of Advertisement……….. . 33

3. Theories of Persuasion………. . 38

C. Theoretical Framework………... 40

CHAPTER III: METHODOLOGY………. . 42

A. Object of the Study………. . 42

B. Approach of the Study……… . 44

C. Method of the Study……….. . 44

1. Data Collection………. . 45

2. Data Analysis………... . 47

CHAPTER IV: ANALYSIS………... 50

A. Analysis on the Language Style……….. 51

B. Analysis on the Language Devices in Persuasive Strategies………. . 97

B. 1. Analysis on the Language Devices in Persuasive Strategies………... . 97

B. 2. The Persuasive Effects toward Young Readers who Learn English as a Foreign Language Based on the Advertisements‟ Features……….... 109

CHAPTER V: CONCLUSION………. 112

BIBLIOGRAPHY……….. 115

ABSTRACT

PRATIWI, OKTADEA HERDA. A Style of the Coca-Cola Advertisements and Its Persuasive Effects toward the Readers. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2014.

Language has important roles in human life. Language can control human thoughts and actions, even it can manipulate people. Humans may also use language for persuading and influencing others. The ways they use language to persuade and influence people varied. And one of the most concrete is in advertisement. The creative use of language style can make an advertisement attractive and impressive. One effective mean in advertisement is slogan, which is a phrase or a clause with highly memorable words to persuade the audiences. Coca-Cola is one of the most well-known softdrinks in the world. The company productively makes the slogans. Since Coca-Cola has created many slogans which are quite different from other

softdrinks‟ slogans, they are interesting to be analyzed.

There are two objectives in the research. The first is to analyze the language style used by Coca-Cola advertisements in 125 Years Booklet of the Coca-Cola Company. The second is to find out the way the linguistic features of the language style on Coca-Cola advertisements to create persuasive effects towards the readers. The purpose of the research is to help the readers understand that the Coca-Cola‟s slogans are made in such a way so that people will gain interest toward them.

Some steps were taken to accomplish the research. The data had to be gathered in the very beginning of the research. In collecting the data, the purposive sampling technique was used. The data were taken from the 125 Years Booklet of the Coca-Cola Company. Other data were from the respondents‟ questionnaire needed to help

in answering the second problem. After the data were collected, the data were analyzed. The analysis was begun by dealing with the language style, or the language features found in the Coca-Cola‟s slogans. Then, the analysis was continued by

finding out the way the linguistic features in the slogans create persuasive effects toward the readers, so that the relation between persuasive effect and the use of linguistic features could be found.

After the analyses were done, certain findings were revealed. Coca-Cola advertisements employed certain stylistic devices, or language features, such as vocabulary (diction), grammar (sentence, clause, phrase, word, morpheme), rhyme, alliteration, assonance, repetition, meter, metaphor, and consonance all of which to persuade or attract the readers of the slogans. It was also found that the language styles of the slogans have strong connections to create a persuasion to the viewers. Long slogans, though they had linguistic features, did not impress the readers as well effectively as the short ones. The readers find that short slogans which contained linguistic features were more interesting than the long slogans.

ABSTRAK

PRATIWI, OKTADEA HERDA. Gaya Bahasa pada Iklan Coca-Cola dan Efek Persuasifnya terhadap Pembaca. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2014.

Bahasa memiliki beberapa peran penting dalam kehidupan manusia sehari-hari. Bahasa bisa mengontrol berbagai pemikiran dan tindakan manusia, bahkan bisa memanipulasi. Penggunaan bahasa untuk meyakinkan dan mempengaruhi orang-orang ada berbagai macam jenisnya. Salah satu bentuk nyatanya adalah iklan. Penggunaan gaya bahasa secara kreatif bisa membuat iklan menjadi menarik dan mengesankan. Slogan yang menjadi bagian dari iklan, merupakan sebuah frasa atau klausa yang mudah diingat dan bisa mempengaruhi para pembaca. Coca-Cola adalah salah satu dari minuman ringan yang terkenal diseluruh dunia. Perusahaannya secara produktif membuat slogan secara berkala. Karena Coca-Cola telah membuat berbagai slogan yang agak berbeda dibandingkan slogan-slogan minuman ringan yang lainnya, membuatnya menarik untuk di analisis.

Ada dua permasalahan yang dibahas dalam penelitian ini. Yang pertama adalah menganalisa penggunaan gaya bahasa oleh iklan Coca-Cola dalam booklet “125 Years Booklet of the Coca-Cola Company”. Permasalahan yang kedua adalah untuk

menemukan bagaimana gaya bahasa dalam slogan Coca-Cola dapat menciptakan efek persuasif terhadap pembaca. Tujuan dari penelitian ini adalah untuk membantu para pembaca mengerti bahwa slogan yang terdapat dalam Coca-Cola dibuat sedemikian rupa agar menarik minat pembaca terhadap slogan tersebut.

Di permulaan penelitian, data harus dikumpulkan. Dalam mengumpulkan data, teknik pengambilan sampel secara acak dan dengan tujuan tertentu. Data diambil dari

booklet “125 Years Booklet of the Coca-Cola Company”. Data yang selanjutnya

adalah yang diambil dari kuesioner yang diisi oleh responden untuk membantu menjawab pertanyaan dari permasalahan kedua. Analisis terhadap gaya bahasa yang ditemukan dalam slogan Coca-Cola dimulai setelah data terkumpul. Analisis juga dilanjutkan dengan mencari tahu bagaimana gaya bahasa dalam slogan Coca-Cola

dapat menciptakan efek persuasif terhadap pembaca, jadi hubungan antara efek persuasif dan penggunaan gaya bahasa bisa ditemukan.

Setelah beberapa analisis diselesaikan, beberapa temuan muncul. Iklan Coca-Cola

mengandung beberapa gaya bahasa tertentu, seperti kosakata (diksi), tata bahasa (kalimat, klausa, frasa, kata, dan morfem), rima (sajak), aliterasi, asonansi (purwakanti), repetisi, meter, metafora, dan konsonansi yang mana bisa mempengaruhi dan meyakinkan pembaca slogan. Gaya bahasa yang terdapat pada slogan memiliki hubungan yang cukup kuat untuk membuat sebuah pengaruh terhadap pembaca. Para pembaca menemukan bahwa slogan yang pendek dan mengandung gaya bahasa/fitur linguistik lebih menarik daripada slogan yang pendek tetapi tidak mengandung fitur linguistik.

CHAPTER I

INTRODUCTION

A. Background of the Study

Language is an important thing for human life. It is a tool of communication. People use language to communicate their feelings or ideas and interact to one another. Language, however, has been developed from time to time. It becomes important for human beings, since it is used in everyday life and conveys information. It has some roles in human life. Language can control human thoughts and actions, even can manipulate people. Humans may use language for aesthetic reasons, such as poetry writing. Humans may also use language for persuading and influencing others. The way they use language to persuade and influence people are varied. And one of the most concrete is in advertisement.

Advertisement can be found everywhere in daily life. The various media of advertisement can be classified into several ways. One of the ways are media classified by type. There are 4 types of media classification by types, such as printed media, broadcasted media, directed and specialty media, and out-of-home and directory media (Gilson, 1980: 267).

Printed advertisements are categorized into magazines, newspapers, brochures, booklets, or flyers. Persuasive language, however, is often used in advertisements published by many companies. It is used in order to influence and motivate people to

use the products, services, or to follow their ideas. To achieve purposes, advertisements use certain patterns to gain persuasive meaning. For example, in 1907, Coca-Cola had once published a slogan The Great National Drink at the Great National Game which caught many attentions at that time, since it was published when a national baseball game was held. The advertisements usually have different language styles. Furthermore, they have their own brands and different messages based on their product‟s character. Ross stated that style involves the kinds of words and language in which we clothe our message. It advises us to use acceptable, correct,

and appropriate language. “Style can also make the language clear and direct,

polished, noble, and also vivid. It also adjusts the language into message, audience,

and speaker”. In addition, it also arouses the appropriate emotional response in the

audience, and helps establish the proper ethical image for the speaker (Ross, 1994: 64). The advertisements often use certain language style to establish the image and the message, just like what Coca-Cola had done for their products.

When the first time we hear about Coke, or Coca-Cola, something goes to our mind about a kind of carbonated drink which tastes like caramel would pass through

many people‟s mind. The unique flavor of this beverage makes people like to

consume it. Coca-Cola is not just popular because of its unique taste, but also because of the slogans. Everytime Coca-Cola made a slogan, it would become so popular, even kids would say and talk about the slogans. On the other hand, the writer is curious with the slogans of Coca-Cola advertisements. Since 1886 up until now,

Coca-Cola has been producing for about one hundred of slogans. Thus, this study has been conducted to answer the curiosity, why Coca-Cola becomes the number one soft drink which is consumed the most by many people all over the world for decades. In 2013 The Coca-Cola Company published a Coca-Cola at a Glance Infographic

Booklet and wrote several achievements of Coca-Cola:

1. From 2000 until 2012, it was ranked by Interbrand as the World‟s Most Valuable Brand, with 2012 value of $77.8B.

2. It has been the first brand page on Facebook with 71M+ likes as of August 2013.

3. In 2013, it was ranked as the Fourth Most Admired Company by Portune Business Magazine.

4. It was ranked as the Top 20 Most Innovative Companies by Fast Company Business Magazine in 2013.

5. It was also ranked as the Top 50 Most Diverse Companies by Diversity Inc. Online Magazine in 2013.

6. In 2013, it was ranked as Creative Marketer of the Year by Cannes Lions International Awards.

7. In 2012, The Worldwide Unit Case Volume Geographic Mix stated that the profits of Coca-Cola covered $48 Billion in net operating revenues, $9 Billion in net

income, $9.1 Billion returned to shareowners in dividends and share purchases, $162 Billion in market capitalization, and it was appointed to be 51 years of consecutive annual dividend increases.

Due to the facts mentioned above, the success of Coca-Cola from selected slogans during 1886-2011 deserves to be analyzed. The analysis has been based on the use of language with distinctive style on advertisements can influence the success of a certain brand. By the end of this study, the fact are revealed, that slogans are not made carelessly. They are made in certain orders and structures, with the use of lingustic features, in order to deliver the messages in it towards the readers.

B. Problem Formulation

In order to fulfill the research, there are two problems used to analyze the topics, which are formulated as follows:

1. What language styles are used by Coca-Cola advertisements in 125 Years Booklet of the Coca-Cola Company?

2. In what ways do the linguistic features of the language style on Coca-Cola advertisements create persuasive effects toward young readers who learn English as a foreign language?

C. Objectives of the Study

This study tried to reveal the style of language used in the slogans of Coca-Cola advertisements by answering the problem formulation that has been formulated above. First, it was to discover what language styles are used on Coca-Cola advertisements and how the language styles are formed by analyzing it from its lingustic features are tried to be found. Second, it was to discover in what ways the lingustic features of the language style on the slogans create persuasive effects toward young readers who learn English as a second language is tried to be found.

D. Definition of Terms

In order to avoid the ambiguity, misunderstanding, and misleading interpretation of this study, some terms used in this study are defined.

Peter Verdonk stated that stylistics is, “the study of style, can be defined as the

analysis of distinctive expression in language and the description of its purpose and

effect” (Verdonk, 2002: 4). The stylistics is the study of style in language. Style in

language is “a set of conscious or unconscious choices of expression, inspired or induced by a particular context” (2002: 21). In other words, style in language “can be defined as distinctive linguistic expression” (2002: 3), because the use of style in

language has a direct and powerful effect on the reader.

Advertisement is “a commercial promotion whose product is being presented as

elements, one of them is language, which can attract people to buy the product, since

advertisement is “a persuasive communication media designed to respond and to help

achieve marketing objectives” (Gilson and Berkman, 1980: 11). In addition,

advertisement “refers to a specific message that someone or some organization has placed to persuade an audience” (O‟Guinn, Allen, and Semenik, 2003: 11).

Rosenberg stated that slogan “as verbal material in an advertisement that is repeated and recalled precisely as presented. Highly memorable slogans ultimately

define the features of the advertised product or service” (Rosenberg, 1995: 361).

Raymond S. Ross stated that Persuasion is “a change process resulting mostly

from shared, symbolic thinking activity” (Ross, 1994: 7). The persuasion focuses on social influence and human motivation. Therefore, the effects of persuasion are in the individual response of the receiver.

CHAPTER II

REVIEW OF LITERATURE

Chapter II contains three parts. The first part reviews the studies conducted by Ismiyanto in case of the Language Style on Marlboro Advertisements, Widyapsasmi with A Study on Language Style in Airline Advertisement in Time Magazine, Setiastuti with A Stylistics Study on McDonalds’ Slogan during 1960s-2008, and Prianjaya in the case of Coca-Cola Advertising Strategies in Building the Brand Image. The second part of this chapter reviews the related theories. Those theories provided to analyze the data. They concern about the language style and advertisement. The third part is Theoretical Framework. This part covers the important review of related theories in answering the problems.

A. Review of Related Studies

In this part, the previous studies of several people who had researched about styles of language and a person who had researched about Coca-Cola are displayed. The first writer is Ignatius Agung Ismiyanto, who has done a study with the title A Study of Language Style on Marlboro Advertisements Texts. Ismiyanto analyzes the language style by the element of writing and linguistic features. He finds that there

are some types of writing, and persuasive is often used in advertisement texts. He also analyzes the way the writing technique and linguistic features can create persuasion.

In order to analyze the data, Ismiyanto uses stylistic approach, since stylistic approach can be used not only for literary texts but also used for non-literary subject which studies about linguistic features and elements. He collects the data from the online sources. The data collection that he has gathered reviewed the Marlboro advertisement from the catalogue of Marlboro from 1951-1994. There are 24 data taken by him.

The second writer is Ganis Widyapsasmi, who has accomplished a study with the title A Study on Language Style in Airline Advertisement in Time Magazine. Widyapsasmi analyzes the texts by language style which is used by copywriter in airline advertisements in Time magazine. She uses Ismiyanto‟s study as her related studies. She collects the data from printed magazine and she focuses the analysis only in the airline advertisements. She identifies the language style by analyzing the headline of each advertisement.

The third writer is Cyrilla Setiastuti, who makes her study with the title A

Stylistics Study on McDonalds’ Slogan during 1960s-2008. Setiastuti‟s analysis of

language style focuses on the language as part of psychology. In her study, she investigates the use of language styles and how it influences the customers in economical and psychological aspects.

The fourth writer is Damasus Destianto Prianjaya, who makes a study which has the same object with the conducted research, Coca-Cola. He accomplishes a study with the title Coca-Cola Advertising Strategies in Building the Brand Image. In his study, he investigates the advertising language strategies Coca-Cola used in building a positive image toward the product. Then, he analyzes the contents of Coca-Cola‟s

slogans in 50‟s, 60‟s, 70‟s, 80‟s, 90‟s, and 2000‟s periods used in printed media and

television station advertisements. After that, he analyzes the linguistic appeals of slogans in the Coca-Cola Advertisements.

In contrast to Ismiyanto who analyzes the language style by the writing type and Prianjaya who analyzes the contents of Coca-Cola‟s slogans in 50‟s, 60‟s, 70‟s, 80‟s,

90‟s, and 2000‟s periods used in printed media and television station advertisements,

this study analyzes the texts by language style of slogans which are used in “125 Years Booklet of The Coca-Cola Company” published in 2011. Widyapsasmi‟s way of analyzing the advertisement and Setiastuti‟s way of defining the language style of slogans are adopted in this study. The booklet is gathered from Coca-Cola‟s official website and will focus on the slogans which are used as part of advertisement. The language style will be identified by analyzing the slogans of each advertisement. The frequency of each datum also be analyzed, which style is mostly and which one is rarely used, so that the writer can derive the persuasion effects of those slogans.

B. Review of Related Theories

1. Stylistics

Stylistics is the study about style in language. As the study of style, stylistics can be defined as the analysis of distinctive expression in language and the description of its purpose and effects (Verdonk, 2002: 4). The stylistics is the study of style in

language. Style in language is “a set of conscious or unconscious choices of

expression, inspired or induced by a particular context” (Verdonk, 2002: 21). In other

words, style in language “can be defined as distinctive linguistic expression”

(Verdonk, 2002: 3), because the use of style in language has a direct and powerful effect on the reader. Stylistics is a textual interpretation which uses language as a primacy. As Verdonk had said in his book on page 5-6, all the devices which have been used to create an attention of effective headlines are the result of the choice of certain forms and structures over others (Verdonk, 2002: 5-6). In conclusion, stylistics is the study about distinctive expressions found in language which have certain purposes and effects towards the readers of the language itself. The style of language is meant to deliver a certain message by using distinctive expressions which are selected consciously or unconsciously.

In addition to Verdonk‟s statement, Raymond S. Ross stated that “style can also

make the language clear and direct, polished, noble, and also vivid. It also adjusts the language into the message, audience, and speaker”. Besides, it also raises the

emotional response in the audiences, and helps to establish the proper ethical image for the speaker (Ross, 1994: 64). By using style in language, it will deliver the message clearly, and will appeal the readers of the language.

On the other hand, Paul Simpson stated that stylistics is “a method of textual interpretation in which primacy of place is assigned in language” (Simpson, 2004: 2). Simpson wanted to say that language is the most important thing to explore stylistics

because of “its various forms, patterns, and level constitute linguistics structure” as an important index of the function of the text.

Language choice is very important to the advertiser. With literary texts, advertisements often have complex sets of addressers and addressees (Goddard, 1998:6). There is a certain message which is delivered from the addressers to addressees.

In order to work with the stylistics approach, exploring creativity in language use is needed (Simpson, 2004: 3). A table of categories, levels, and units of analysis in language is attached to organize and shape the stylistics analysis.

Table 1. Stylistics and Level of Language (Simpson, 2004:5).

Level of Language Branch of Language Study The sound of spoken language; the way

words are pronounced.

Phonology; Phonetics

The patterns of written language; the shape of language on the page.

Graphology

The way words are constructed; words and their constituent structures.

Morphology

The way words combine with other words to form phrases and sentences.

Syntax; Grammar

The words we use; the vocabulary of language.

Lexical Analysis; Lexicology

The meaning of words and sentences. Semantics The way words and sentences are used in

everyday situations; the meaning of language in the context.

Pragmatics; Discourse Analysis

The table above is the tool for stylistics approach.

However, in approaching the language style of slogans, several language aspects are needed. The first aspect is Phonology and Graphology. Apart from the use of sound pattern in poetry, sound patterns are also important aspects for advertiser to

create a good slogan. There are several devices used to analyze the data required for this research. Those devices are graphology, meter, alliteration, rhyme, assonance, consonance, and repetition.

The second language aspect used to analyze the language style of Coca-Cola slogans is Lexis. A study about all of the words in language that have meaning and grammatical function is called lexis. Seven lexical words are chosen for this study to help the analysis; proper noun, vocabulary, imagery, metaphor, hyperbole, personification, and simile.

The third language aspect used to analyze the language style of Coca-Cola is Syntax (Grammar). It is a study about sentence patterns of language. It is the part of

grammar that represents a speaker‟s knowledge of structures and their information

(Fromkin, Rodman, and Hyams, 2011: 78). There are several features to analyze the problems about syntax. Those features are sentence structure, simple sentence, complex sentence, ellipsis, and complex noun phrase.

Based on three aspects above, the focus in this study is about the sound patterns, the choice of words, and grammatical structures in the Coca-Cola slogans.

a. Graphology and Phonology (Sound Pattern) i. Graphology

Katie Wales stated that graphology is the “study of grapheme, the smallest

distinctive unit in the writing system of a language. The graphological features are size of print and capitalization in newspaper layouts and different typefaces” (Wales,

2001: 182-183). Meanwhile, graphology in this study focuses on typography, capitalization, and indentation or heading.

1. Typography

Dewitt C. Reddick in his book stated that,

One of the basic aspects of graphics is typography. The terms “graphics” refers to the appearance of communication pieces, to the combined elements that create this appearance, and to the design patterns by which those elements are related (Reddick, 1976: 279).

Reddick also stated that “type is basic to all printing processes; therefore, a

logical beginning for the study of production methods is type” (Reddick, 1976: 279).

Typography has an important role in written mass media such as newspapers and magazines. The typography in this study focuses on the type size and type classification.

a. Type size

Reddick stated that type is measured in height according to a unit called a point, which is 1/72 of an inch. Type used for the text of typical newspaper is eight points. News titles in newspapers are likely to range in size from 12-point upward. Measurement of size, then, is based on the distance between the top most point of the tallest letter (ascender) and the lowest point (descender) of the longest descender in that size (Reddick, 1976: 279).

Examples:

This is a 10-point type

This is a 18-point type

This is a 24-point type

Figure II-1. Variety of font sizes (Reddick, 1976: 280) b. Type classification

Type of classification is divided into three sections; width of the letters, degree of boldness, and race or family.

i. Width of letters

In Reddick‟s book, it is stated that letters in type may be rounded and

spread out or they may be compressed and thin. Type has been classified into extra-condensed type, extra-condensed type, standard or medium type, and extended type based on the width of the faces of letters (Reddick, 1978: 280).

Examples:

ii. Degree of boldness

According to Reddick in his book, type faces have a wide range in degrees of blackness. Standard classifications according to boldness are; boldface type, standard or medium type, and lightface type (Reddick, 1976: 280).

Examples:

Figure II-3. Variety of degree of boldness (Reddick, 1976: 280) iii. Race and family

Reddick also stated that the various type faces are divided into large

categories called as “races”. Then, divisions within the races are called “families”.

According to traditional classification, there are four major races; Script, Old English, Gothic, and Roman.

In Gothic race, letters are distinguished by two striking characteristics.

First, there are no differences in shading between the “down strokes” and the “cross strokes” in the letters. Second, the letters do not have serifs or end marks for each letter. A short line in the end of a letter is called serif.

Meanwhile, in Roman race, letters are distinguished by the use of serifs and differences in shading between down strokes and cross strokes or within the curves.

means “no” in French). Sans serif can be included into traditional Gothic type or can

be considered as a new race, since some of families of this race have end marks. Races seldom used in newspaper are Script and Old English. Races used for almost all newspaper headlines and magazines titles are Roman, Gothic, and Sans

serif families‟ types (Reddick, 1976: 281-282). Examples:

Figure II-4. Variety of font races (Reddick, 1976: 280) 2. Capitalization

According to A.S. Hornby, the term of capitalization means “the use of capital letter” (Hornby, Cowie, and Gimson, 1987: 125). In addition, Reddick stated that

there are two choices for the news title and headline writer in writing a headline; up style and down style. According to up style rule, all words including conjunctions, articles, and prepositions of less than four letters are capitalized even when come at the beginning or at the end of a line. As for down style rule, only the opening word,

regions‟ name, days‟ name, moons‟ name, and all proper names are capitalized

(Reddick, 1976: 303). Examples:

Up style rule: Down style rule:

(Outing Magazine, July 1907) (Ladies‟ Home Journal, December 1922) Figure II-5. Headlines in up and down style rule

3. Indentation (Heading)

In writing a headline, there are three forms of indentation; banner head, crossline head and flush left head (http://photographytraining.tpub.com

/14130/css/14130_157.htm, accessed on April 22, 2015).

a. Banner Head

A banner head sets the full-page width at the top of a page to catch the attention to the lead story of the particular page. It is called a skyline if a banner head is put above the flag or nameplate. A streamer is applied to the widest and biggest

multicolumn, despite of whether it is the width or not (http://photographytraining.

tpub.com/14130/css/14130_157.htm, accessed on April 22, 2015).

Example:

Figure II-6.a. Example of Banner Head (http://www.thejumpingfrog.com/?page=shop

/flypage&product_id=977425, Time Magazine‟s 27 January 1947 Edition, accessed

on April 25, 2015).

Figure II-6.b. Example of Banner Head on Newspaper‟s Headline (http://photo

b. Crossline Head

A crossline head has similar characteristics as the banner head. It covers all the columns of the story, yet it does not always span the full width of the page as a banner head does (http://photographytraining.tpub.com /14130/css/14130_157.htm, accessed on April 22, 2015).

Example:

Figure II-7.a. Example of Cross Line Head (http://www.thejumpingfrog.com

/?page=shop/flypage&product_id=1065344, Better Homes and Garden‟s August

Figure II-7.b. Example of Cross Line Head on Newspaper‟s Headline (http://photo

graphytraining. tpub.com/14130/css/14130_157.htm, accessed on April 22, 2015).

c. Flush Left Head

A two- or three-line head with each line set flush left is called a flush left

head. It doesn‟t have to be equal lines in width or set full. The white space in the right

side is regarded boosting, because it allows “air” into the stuffy column spaces. The

most commonly used head nowadays is the flush left head (http://photography

Example:

Figure II-8.a. Example of Flush Left Head (http://thewashingtonpost.newspaper

http://iannucciholocausthistory.weebly.com/national-geographic-propaganda.html,

The National Geogrphic Magazine‟s May 1940 Edition, accessed on April 25, 2015).

Figure II-8.b. Example of Flush Left Cross Line Head on Newspaper‟s Headline

(http://photo graphytraining. tpub.com/14130/css/14130_157.htm, accessed on April

ii. Meter

In poetry, some rhythm is described as meter. Meter is the patterns of stressed/strong ( / ) and unstressed/weak ( ﬞ ) syllables in a poetic line. A foot is a group of syllables making up one metrical unit. To identify a meter, feet are needed to analyze the rhythmical pattern (Simpson, 2004: 15). The metrical feet types most commonly used in English are:

Iambic (unstressed, stressed): The Sound | must seem | an Ec | cho to | the Sense Trochaic (stressed, unstressed: And be | fore the | Summer | Ended | stood the

| maize in | all its | beauty

Anapestic (two unstressed, one stressed): Not a sound | hath escaped | to thy ser | vants, of prayer | nor of praise

Dactylic (one stressed, two unstressed): Lulled by the | coil of his | crystalline | streams.

(Traugott and Pratt, 1980:74) There are eight number of feet in each line, and they are described as monometer (one foot), dimeter (two feet), trimester (three feet), tetrameter (four feet), pentameter (five feet), hexameter (six feet), heptameter (seven feet), and octameter (eight feet) (Madden, 2002:71)

Example: The ploughman homeward plods his weary way

The metrical feet of above line are segmented off one another by vertical lines. Here are the methods for capturing the alternation between strong (s) and weak (w) syllables:

The plough | man home | ward plods | his wea | ry way w s w s w s w s w s de dum de dum de dum de dum de dum

There are five iambs in the line above. The metrical scheme is iambic pentameter (Simpson, 2004: 15).

Meanwhile, Giegerich (1992) stated that stress in syllables is only assigned in lexical words, the words which are members of the syntactic categories Noun, Verb, Adjective or Adverb. Stress will not occur in function words such as articles, prepositions, pronouns, etc. There are differences between the stress behavior of nouns and of verbs and adjectives. Verbs often have the main stress on the final syllable. On the other hand, final stress in nouns is uncommon. If final stress in nouns really occurs, it is often unstable (Giegerich, 1992: 190). Here are the list of noun-verb pair which show the difference in stress of the syllable:

Noun Verbs

„di.gest di‟gest

„es.cort es‟cort

„sur.vey sur‟vey „tor.ment tor.ment

„con.vict con.vict

(Giegerich, 1992: 186) Giegerich also stated that stressed syllables are considered as heavy syllables, yet all heavy syllables can be considered as stressed syllables. Stress syllables are sometimes predictable, yet unpredictable in some ways. Several relevant factors in defining the prediction of stress are phonological (syllable weight) and nonphonological. In nonphonological factors, lexical-category information is obtained: nouns have different follow patterns than from those of verb and adjective (Giegerich, 1992: 189).

iii. Alliteration

When the initial consonant sound of some couples of words is repeated, it is called alliteration (Madden, 2002: 70).

Example:

Six simple secrets to keep you looking fabulous (McLoughlin, 2000: 21)

The alliteration strategy gives firm effect to the readers. Other than being pleasant in the ears and sense of rhythm, those kinds of sound effects are also adding the attention aspect and memorable sense to the readers (Verdonk, 2002: 5). The use of alliteration will make the readers remember with certain sentences composed in such composition.

iv. Rhyme

Rhyme happens when the final vowel and consonant sounds in a word at the end of one line match the vowel and consonant sounds at the end of another (Madden, 2002: 70).

Example:

In every cry of every Man, (a)

In every infant‟s cry of fear, (b)

In every voice, in every ban, (a)

The mind-forg‟d manacles I hear. (b)

(Madden, 2002: 71) Unconsciously, the use of rhyme will also make the readers remember by the certain pattern of sentences.

v. Assonance

When the same vowel sound is repeated in adjacent words, it is called as assonance (McLoughlin, 2000: 21).

Examples:

a. Fake mates (McLoughlin, 2000: 21) b. Blues Clues

vi. Consonance

When some couples of consonance sounds is repeated, it is called consonance (Madden, 2002: 70).

Examples:

a. When I heardthe learn‟d astronomer (Madden, 2002: 74) b. Peeper Pepper

vii. Repetition

Repetition is a condition when words are repeated because of its prominence. Example:

Catch him, Snatch him, make him yours (McLoughlin, 2000: 21)

b. Lexis (lexical features) i. Proper nouns

Names of specific people, places, countries, months, days, holidays, magazines, and so forth are called proper nouns (Quirk and Greenbaum, 1985: 76). Proper names are always written in capital letter.

ii. Imagery

A mental picture suggested by words is called an image (Perrine, 1969: 54). Image is an image from concrete language that appeals our senses (Madden, 2002: 62). Imagery is a language that represents the senses people have in their mind; sound (ear), smell (nose), taste (tongue), sight (eye), touch (hand), tactile experiences (hardness, wetness, or cold), internal sensations (hunger, thirst, or nausea), or movement or tension in the muscles or joints.

Example: It was dark and dim in the forest.

The word dark and dim are imagery, since those words appeal our visual sense. iii. Simile

Simile is one of figurative language which compares things that are unlike, and uses words like or as (Madden, 2002: 63).

Examples:

a. She swims like a fish (Madden, 2002: 63) b. Raina is as beautiful as rose

iv. Metaphor

Both metaphor and simile are comparing between things essentially unlike from one to another (Perrine, 1969: 65). A more direct and more complete in comparison are the characteristics of metaphor and make it distinct from simile. It announces itself. It states:

Example:

- Something implies it (My love has red petals and sharp thorns)

(Madden, 2002: 65) v. Hyperbole

Hyperbole, also known as Overstatement, is a figurative language that presented excessive words or sentences. It is an exaggeration, yet based on truth. It can be

“humorous or grave, fanciful or restrained, convincing or unconvincing” (Perrine, 1969: 10). It is exaggerating because the speaker did not really mean of what is being said.

Example: It was so cold. I saw polar bears wearing jackets. vi. Personification

Personification is actually a subtype of metaphor, since it gives comparison of human characteristics for something not human (an animal, an object, or a concept) (Perrine, 1969: 67).

Example: The leaves waved in the wind. vii. Vocabulary

Vocabulary is the choice of word or vocabulary on language in advertisement. Superlatives, puns, idioms, and contradictions (synonym and antonym) are some examples of this concept. Superlatives are mostly known as the third term in three term system that show degree of comparison (McLoughlin, 2000: 22).

Example: Scrap the rest we‟ve got the best (McLoughlin, 2000: 22)

The last italicized word uses superlatives, which is the highest degree of the term

c. Syntax (Grammatical Structure)

Grammar can be simplified as a rank scale below: The rank scale (Simpson, 2004: 10)

SENTENCE

↓

CLAUSE

↓

PHRASE

↓

WORD

↓

MORPHEME

From the information above, information on grammatical mood (declarative, interrogative, or imperative) is obtained (Simpson, 2004: 10).

In relation to grammatical “mood”, the explanation proceeds to the formal classification of clause. The explanation is taken from A Grammar of Contemporary English (Quirk et al, 1972: 385).

1. Statements

A statement is a sentence which has always present subject and it generally precedes the verb:

Hana will talk to the lecturer tomorrow

Hence, a statement can also be functioned as a suggestion. The use of statement in a simple sentence is as the persuasion sense stimulant. It convinces and suggests.

2. Questions

A question is a sentence which is marked by one or more of three criteria below:

(a) the placing of the operator in front of the subject: Will Hana talk to the lecturer tomorrow?

(Quirk et al, 1972: 386)

(b) the position of initial of an interrogative or wh- element: Who will you speak to?

(Quirk et al, 1972: 386)

(c) rising “question” intonation

You will speak to the LECTURER?

(Quirk et al, 1972: 386)

3. Commands

The use of command in a simple sentence related to the form of persuasive effect to the reader. The persuasive effect appears as the command is usually giving order to the reader (Niesfield, 1972: 62).

Drink two bottles of yoghurt then you will have a healthy body.

4. Exclamations

Exclamations are sentences which have initial phrases introduced by what or how, without inversion of subject and operator:

What a unique beverage!

(Quirk et al, 1972: 386)

i. Sentence Structure

In sentence structure, there are five elements. Those are Subject (S), Verb (V), Object (O), Complement (C), and Adverbial (A) (Quirk and Greenbaum, 1985: 12). A subject is usually a noun phrase. A verb is a verb phrase. An object is also a noun phrase, yet it usually follows the subject and the verb phrase. A complement is usually a noun phrase or an adjective phrase, and it appears after a subject, adverbial phrase, or an object. Adverbial functions as an adverb (Quirk and Greenbaum, 1985: 170).

ii. Simple Sentence

Simple sentence is a sentence only with a main clause. Example: She is obsessed with elephants (Wales, 2001: 356) iii. Complex Sentence

A sentence with more than one clause is called complex sentence.

Example: Answer a fool according to his folly,/ let he be wise in his own conceit (Wales, 2001: 356).

iv. Ellipsis

Ellipsis is a condition when one or more words from a text are omitted, and the readers can guess the aim of the context (Verdonk, 2002: 118).

Example:

After all, jumping off a cliff into churning icy water is behaviour suitable only for the insane - so I‟ve decided that I may as well go the whole hog.

The result of ellipsis is pungent style, which has the direct and powerful effect

towards the readers. The phrases above has not added “and jump off a cliff into

churning icy water” to make the interests of expression. The meaning itself is not

obscured since the readers can fill in the gaps (McLoughlin, 2000: 87). The omission of some words can create powerful effects towards the readers.

v. Complex Noun Phrase

Noun phrase is the word with noun as the head. The noun head can be accompanied by determiners (a, an, the, etc) and one or more modifiers. A complex noun phrase is a noun modifies by pre-modifier and post-modifier (Quirk and Greenbaum, 1985:375)

Example: an ice cream with chocolate pudding.

The complex noun phrase above gives a further impression about an ice cream. The head is ice cream modified by an as pre-modifier and withchocolate pudding as post-modifier.

2. Theory of Advertisement

Bovee et al stated that advertisement may be defined as a communication process, a marketing process, an economic and social process, a public relation process, or an information and persuasion definition that is closest to the idea of advertising:

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 (Bovee&Arens, 1986: 5).

Acccording to Bovee and Arens (1986: 262), the key elements in advertising are the headline, illustration, subhead, body copy, captions, boxes and panels, slogans, logotypes, seals, and signatures.

a. Headline

Headline is considered as the most important element in print advertisement (See Figure II-9). The term headline refers to the words in the leading position of the advertisement. It is the words that will be read first or that are positioned to draw the most attention. As a result, headlines are usually seen in larger type than other portions of the advertisement (Bovee and Arens, 1986: 262).

b. Illustration

Illustration is one of advertisement‟s elements (See Figure II-9). It could be in the form of drawings, sketches, paintings, or photos. The purpose of illustration is:

i. Capture the attention of the reader. ii. Identify the subject of the advertisement.

iii. Qualify readers by stopping those who are legitimate prospects and letting others skip over the ad if they are so inclined.

iv. Arouse interest in reading the headline.

v. Create a favorable impression of the product or the advertiser. vi. Clarify claims made by the copy.

vii. Help convince the reader of the truth of claims made in the copy. viii. Emphasize unique features of the products.

ix. Provide continuity for all advertisements in the campaign through the use of the same illustrative technique in each individual ad.

(Bovee and Arens, 1986: 293)

c. Subhead

A subhead usually appears in a smaller type size than the headline (See Figure II-9). The purpose of the subhead is to transmit key sales points fast. It should be reserved for important facts that may not be as dramatic or memorable as the headlines. The subhead holds an important thing that should reinforce the headline and advertisement theme (Bovee and Arens, 1986: 265-266).

d. Body Copy

The body copy or most commonly known as a text, tells the complete sales story (See Figure II-9). It is a logical continuation of headlines and subheads. It is where the sale and information about the product is explained. It has the role to expand on the basic concept with persuasive and informative prose that sells the product and the image (Bovee and Arens, 1986: 266).

e. Slogan

Slogan (or tag line) is similar to headlines (See Figure II-10). Sometimes slogan appears as headline, subhead, inside the body copy, or along with seal, logotypes, or signature. Effective slogans are short, easy to understand, memorable, and easy to repeat. Rhyme, rhythm, and alliteration are valuable copy aids to use when writing slogans (Bovee and Arens, 1986: 274).

Figure II-9. Example of Headline, Illustration, Headline, Body Copy, Boxes and Panels (http://www.thejumpingfrog.com/?page=shop/flypage&product_id=1321710

&keyword=1932+coca-cola&searchby=title&offset=0&fs=1, Ladies Home Journal‟s

December 1932 Edition, accessed on April 25, 2015). f. Boxes and Panels

A copy around which a line has been drawn is called a box. Therefore, a lengthened box that usually runs the whole length or width of an ad is called a panel. In order to draw greater attention to a specific element or message in advertisements, these two elements are used (See Figure II-9) (Bovee and Arens, 1986: 274).

g. Seals, logotypes, and signatures.

A seal is sometimes referred as the company seal or trademark (See Figure II-10). Seal is actually a logotype. A seal, a signature, or a logo is a special design of the

advertiser‟s name or product‟s name. They appear in almost all of the advertisements

and are like trademarks, since they boost the distinct identity of the product and give quick acknowledgment at the point of purchase (Bovee and Arens, 1986: 274).

Figure II-10. Example of Slogans and Seals, Logotypes, or Signatures (http://www. thejumpingfrog.com/?page=shop/flypage&product_id=986746&keyword=1963+coca

-cola&searchby=title&offset=0&fs=1, New Yorker Magazine‟s 16 November 1963

Figure II-11. Example of Headline, Subhead, Body Copy Illustration, and Seals, Logotypes, or Signatures (Bovee and Arens, 1986: 273)

3. Theory of Persuasion

According to Raymond S. Ross, persuasion is “a change process resulting mostly

from shared, symbolic thinking activity”. Hence, the persuasion concerns with social

influence and human motivation. The effects of the persuasion are in the intrapersonal responses of the readers (Ross, 1994: 7).

Thus, in the advertisement, the persuasive technique can be found in the text. The ones that make a sentence in advertisement distinctive are the use of certain form of grammar, word-choice, sentence structure, etc. As Verdonk has stated in his book,

“The use of sentence structure delivers various expressions, for example the use of negative sentence. The negative sentence is commonly used in certain institution‟s prevention and campaign”. (Verdonk, 2002:6) The persuasive effects created in advertisement have different affection towards each of the readers. It depends on social influence and the motivation of each person. The advertisement, though, uses certain form of grammar, word-choice, and sentence structures in order to create persuasive effects that persuade the readers.

a. Language intensity

In Timothy A. Borchers‟ book, Hamilton and Hunter (1998) stated that language intensity refers to the degree of affect reflected in the persuader‟s language, ranging

from mild to intense (Borchers, 2005:187). The strength of intense words can influence the audiences hearing a message. The language intensity has a purpose to persuade the audiences.

b. Powerful language

Powerful language is a method to use language strategically by using strong messages to influence and attract the consumer. Powerful language is pointed by the absence of features such as:

i. Empty adjective: “cute”, “sweet”, or “divine” (Burrel and Koper, 1998). ii. Question forms or the use of questions –“right?” or “isn‟t it?” – at the end of

statements.

iii. Polite forms: “please” or “thank you”.

iv. Hedges modifying the previous statement: “I guess”, “I think”, or “you

know”.

(Borchers, 2005: 188) Borchers argues that powerful language may inhibit persuader‟s effectiveness (2005: 188). Since powerful language can make strong statement to give information about a product, so it is considered as more persuasive towards the readers.

c. Language and imagery

Audiences‟ perspectives can be obtained by giving them an appearance of an image. A media can help persuaders to create people imagination about a product. The visual language makes use of vivid descriptions of events, objects, and people (Borchers, 2005: 189). Visual imagery also helps people to visualize theme and make decisions of what they see or hear from advertisements.

d. Rhetorical figures

Rhetorical figures are also an approach to make slogans more interesting. Some aspects of speaking style are:

i. Parallelism is the repeated use of similar words, phrases, or sentences in the same position in grammatical construction.

proximity to each other. Example: dignity and discipline iii. Antithesis is the use of contrasting ideas in the same sentence.

Example: nineteen sixty-three is not an end, but a beginning

iv. Repetition involves restating a key word or phrase to reinforce the point being made.

(Borchers, 2005: 189) The use of several aspects of rhetorical figures can emphasize a message of a speech. It gives big impacts for the audiences who see or hear slogans containing parallelism, alliteration antithesis, and repetition.

e. Metaphor

Persuaders often used metaphors to compare things apparently different yet

have something in common. Sopory and Dillard (2002) on Borchers‟ book also examined the impact of metaphor used on persuader‟s credibility (Borchers, 2005:

190-191).

C. Theoretical Framework

Two main problems are going to be analyzed in this research. Those points concern on the stylistics processes in Coca-Cola‟s slogans and the persuasive effects of those slogans towards the readers. Some theories are needed to help in analyzing the points.

The first problem needs the theory of language and the theory of stylistics. Those theories provide an explanation to what actually the language is that can help to identify the styles of language in Coca-Cola‟s slogans. In addition, the theories contribute in determining the use of certain language styles and resulted in finding the characteristics of Coca-Cola‟s slogans.

The theories of advertisement and persuasion are used to answer the second problem. The theory of advertisement is used to prove that advertisement uses certain language styles in delivering their message towards the readers of their products. The theory of persuasion, then, is used to strengthen the idea of the creation of persuasive effects within the advertisement aimed for the readers. The theory of language, stylistics, advertisement, and persuasion are contributory to present the findings in a definite form and finally lead to a conclusion.

CHAPTER III METHODOLOGY

This chapter discuss about the methodology that will be used in doing the research. The way the research is done, such as object of the study, approach of the study, method of the study, and research procedure will be explained. Those things will be explained as follow.

A. Object of the Study

This research deals with the application of language styles and the effect of its persuasive effect of Coca-Cola slogans as seen in Coca-Cola‟s advertisements. Therefore, the object of the study must be Coca-Cola‟s advertisements. Coca-Cola is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred as Coke. It was originally intended as a patent medicine when John Pemberton invented it in the late 19th century. Then, a businessman named Asa Griggs Candler, bought Coca-Cola and made a marketing tactics which led Coke to its dominance of the

soft-drink market‟s world along the 20th century. Throughout the years, the slogans used

to advertise Coca-Cola have reflected not only the brand, but also the times. Slogans provide a simple and direct way to communicate about Coca-Cola. According to Coca-Cola‟s official homepage, during 1886-2009 Coca-Cola had published 47 slogans (http://www.coca-colacompany.com/stories/coke-lore-slogans).

There are 12 Coca-Cola‟s slogans that were analyzed. Here is the list of the slogans:

1. The Great National Drink at the Great National Game (1907) 2. Quality Tells the Difference (1919)

3. Thirst Knows no Time nor Season (1922) 4. The Pause that Refreshes (1929)

5. Ice Cold Sunshine (1932)

6. Where There‟s Coke, There‟s Hospitality (1948) 7. The Cold Crisp Taste of Coke (1958)

8. Things Go Better with Coke (1963) 9. Coke Adds Life (1976)

10. You Can‟t Beat the Feeling (1987) 11. Always Coca-Cola (1990)

12. Open Happiness (2009)

They are taken from 125 Years Booklet of The Coca-Cola Company. The e-booklet was taken from the official website of The Coca-Cola Company. The 12 out of 40 advertisements appeared on the booklet are chosen as data because they are considered relevant to the study, containing written texts in form of slogans. The style of language employed in the advertisements will be found by using the help of the linguistic features applied in the slogans. Meanwhile, the advertisements presented in the analysis (Chapter IV) are not in the real size and are not printed in colors. The

pictures of advertisements are adjusted for the sake of convenience. For the real size of advertisements with colors, see the appendices.

B. Approach of the Study

In analyzing the linguistic features applied in the Coca-Cola‟s advertisements, this study needs stylistics to be used as the approach. Barry had stated in his book that

“Stylistics is a critical approach which uses the methods and findings of the science of language in the analysis of literary texts” (Barry, 2002: 203). Aitchison also stated that stylistics is the linguistic analysis of literary language (Aitchison, 2003: 148). However, stylistics can be applied not only in the literary texts, but also in the

non-literary texts. “Stylistics, it should be added, is not confined to the analysis of

literature: it can be applied equally to expository prose, political speeches,

advertisements, and so on” (Barry, 2002: 204). Thus, the data which are going to be

analyzed is the non-literary text, advertisement. To deepen and specify the approach, the aspects of phonology, graphology, lexis, and syntax will also be used as supporting aspects, in order to define the linguistic features of the advertisements.

C. Method of the Study

This study is considered as a library research. The Coca-Cola slogans which appear on the e-booklet of 125 Years of The Coca-Cola Company will be the focus of the study. The slogans which are found on the e-booklet will be used as the data. The

theories employed are taken from linguistic books. These theories are then presented to make a clear and understandable analysis.

1. Data Collection

The data were collected from the online resource, the e-booklet of 125 Years of the Coca-Cola Company, which was downloaded from Coca-Cola‟s official website. The e-booklet itself was available to be downloaded since 2011. The data which taken were based on purposive sampling. The data collection reviewed the Coca-Cola‟s advertisements from the beginning 1880s until 2000s. The data appeared to be 40 data. 12 out of the 40 data were analyzed. Then, the printed version of those 12 slogans were searched from various sources, such as Outing Magazine, Successful Farming Magazine, The Ladies Home Journal, The Literary Digest Magazine, Good Housekeeping Magazine, Better Homes & Gardens Magazine, Time Magazine, New Yorker Magazine, Hot Rod Magazine, St. Louis Cardinals Magazine, Ebony Magazine, The National Geographic Magazine, Country Life Magazine, The Saturday Evening Post, Munsey’s Magazine, New York Tribune, Life Magazine, and

Motor Trend Magazine. After collecting the data which were selected from years to years that convey the different language styles of each datum were then explained. The data of the printed version of the twelve slogans are considered as the primary data.

A questionnaire was distributed to support the idea that persuasive effects inside the slogans could affect young readers who learn English as a foreign language. The content of the questionnaire was made to know how interesting the

slogans are and how the slogans capture the attention of the respondents, since the persuasive effects of slogans toward each reader had different impact from one person to another.

There were 17 respondents who filled in the questionnaire. All of them are the students of English Letters Department of Sanata Dharma University who learn English as a foreign language. According to Brown, unlike English as a second language which is learnt by non-native speakers in a community (in an English-speaking country such as the United States of America, Australia, or countries which English has established role), English as a foreign language is learnt by non-native speakers with a certain purpose, yet it is not used at home or community (Brown, 2000: 1-7). Based on the curriculum, the students of English Letters Department of Sanata Dharma University learn English as a foreign language with a certain purpose (Alip, Wijanarka, Widyastuti, Putranti, Setiajid, and Fitriati, 2010: 2-3). In addition, Coca-Cola is a soft drink which is popular in teenagers or people in their early twenties. Due to that fact, the respondents are suitable to be the representative of young readers who learn English as a foreign language. Four students with the average age of 19 years old were from year of 2014 and all of them are women. From year of 2013 with the average age of 20 years old are three women and one man. From year of 2012 with the average age of 21 years old are also three women and one man. From year of 2011 with the average age of 22 years old are four women and one man. The result of the questionnaire is considered as secondary data.

This technique was classified as purposive sampling, as Hadi had stated in

Metodologi Research, “Purposive sample takes intentionally certain key group or key

cluster” (2004: 91). There were certain considerations that could be put to support this method. The first was the language styles and the texts in some years are the same. The same types of the advertisement texts were tried to be eliminated. Thus, the data were taken by selecting the different language styles to make effective and accurate analysis.

2. Data Analysis

In analyzing the data, written sources were used because they were valid and important for investigation. Library researches were also used in getting the information needed for the research. In other words, the information that could be related to the topic, such as some theories on linguistics, stylistics, and advertising were taken from books and articles. To analyze the data there were several processes. Two problems were analyzed in this study. The first problem is about the language style of the slogans. The second problem is about the way those language styles in the slogans attracted the consumer.

a. The first step was by classifying the data into linguistic features of the language style to answer the first problem in the problem formulation. This step was done by close-reading the texts of the slogans, word per word to find out the language features used. The classification of the data was based on the linguistic features to see the most common features. Every datum was analyzed by its language style, what categories involved in it and what stylistics devices were used in each slogan to find

out the stylistics and linguistics devices of the Coca-Cola‟s slogans. The part of the advertisements which were going to be analyzed was the slogans in the advertisements.

The stylistics approach to analyze the slogans was phonological features, lexical words, and syntactic features. Each datum was analyzed by indentifying the graphological (typography, capitalization, and indentation) and phonological features (meter, alliteration, rhyme, assonance, consonance, and repetition). Then, the data were analyzed by identifying the lexical words (proper noun, vocabulary, imagery, metaphor, hyperbole, personification, and simile). After that, the data were analyzed by identifying the syntactic features (sentence structure, simple sentence, complex sentence, ellipsis, and complex noun phrase). The amount of the frequency of occurrence of each linguistic feature was needed to find out which linguistic features are the most frequent. After each datum was analyzed the data will be put on tables to make it easier to be understood and categorized based on the linguistic features.

b. The second step was answering the second problem. After the first problem had been answered and the linguistic features used in the slogans could be identified, then how those features could create persuasive effects for the readers by using the theory of persuasion would be found out. The theory of persuasive language by Timothy A. Borchers was used to analyze the data. The already identified data from the previous analysis were collected and analyzed by using the theory of persuasive language by Borchers. Based on the theory of persuasive language by Borchers, the data were about to be classified into five ways using persuasive

language strategies such as language intensity, powerful language, language and imagery, rhetorical figures, and metaphor.

The intense words in all selected Coca-Cola slogans were identified in order to analyze the language intensity. It is believed that the intensity can influence the audience to remember the advertisement. The powerful language found in the slogan did not use empty adjectives, question forms, polite forms, and hedges. Then,

the language and imagery functioning as giving audiences‟ perspective about the

advertisement were also analyzed. The use of rhetorical figures could also distribute the persuasive message. Hence, the rhetorical figures including parallelism alliteration, antithesis, and repetition were also analyzed. Metaphor was the last aspect mentioned by Borchers to make attractive language. The comparison analysis between metaphor as a language feature of Stylistics and as part of Borchers‟ theory would be detailed. A questionnaire was distributed to support the idea that persuasive effects inside the slogans could affect young readers who learn English as a second language. From the result of the questionnaire, which slogan considered as the most interesting for the readers can be obtained. After that, the relation between the linguistic features and persuasive effects of a slogan could be proven.

CHAPTER IV ANALYSIS

This chapter consists of two main parts based on the problem formulations in Chapter I. The first part is to answer the problem number 1 (one) about the language style used in Coca-Cola slogans. The problem number one is answered using stylistics features such as graphology, phonology, lexis, and syntax. The second part is to answer the problem number 2 (two). The problem number two is answered using the theory of persuasive language of the slogans to find the correlation between them. The result of conducted questionnaire toward the readers based on the

advertisements‟ features is also put in the end of part two to strengthen it.

The data were collected and chosen from the 125 Years Booklet of the Coca-Cola Company, which appeared from the beginning of 1880s until 2000s. The data appeared to be 40 data. 12 out of the 40 data were analyzed. Then, from the selected data, the printed version of those 12 slogans were searched from various sources, such as Outing Magazine, Successful Farming Magazine, The Ladies Home Journal,

The Literary Digest Magazine, Good Housekeeping Magazine, Better Homes & Gardens Magazine, Time Magazine, New Yorker Magazine, Hot Rod Magazine, St. Louis Cardinals Magazine, Ebony Magazine, The National Geographic Magazine,

Country Life Magazine, The Saturday Evening Post, Munsey’s Magazine, New York

were selected from years to years that convey the different language styles of each datum were then explained.

A. Analysis on the Language Style

1. The Great National Drink at the Great National Game

Figure IV-1. (

Slogan The Great National Drink at the Great National Game was made in 1907. The advertisement which contained the slogan was published in the July 1907 issue of Outing magazine. The advertisement showed a baseball competition and it was watched by many people.

a. Graphological Aspects

Graphology is the study of grapheme. It is the smallest distinctive unit in the writing system of a language. In this research, the graphological aspects focus on typography, capitalization, and indentation (heading).

The type size of the headline of the advertisement is an 18-point type, except for the word at which uses a 14-point type. The type size of the body copy is an 8-point type. The width of letters of the headline is extra-condensed type, while the width letters of the body copy is standard type. The degree of boldness for the headline is standard bold type, and the degree of boldness for the body copy is also standard bold type. The letters used in both headline and body copy are Roman type.

The capitalization of the headline follows the up style rule, which all of the words are capitalized. The indentation of the headline follows the flush left head rule. Even though the headline is not really flush to the left, but the head is more than one line.

b. Phonological Aspects

Since the data of the research are from printed media, the pronunciations of data actually become unknown. The phonological aspects in this analysis are used to give additional information about how the slogans are pronounced. The phonetic

transcription of the slogan is: /ðə/ /ɡreɪt/ /ˈnaʃ(ə)n(ə)l/ /drɪŋk/ /at/ /ðə/ /ɡreɪt/

/ˈnaʃ(ə)n(ə)l/ /ɡeɪm/. The pattern of the slogan is found to be like this: The Great Na | tion al Drink | at | the Great Na | tion al Game

w w s w w s w w w s w w s

From the pattern above, it can be concluded that the meter of the slogan is free verse. It has an offbeat syllable at in the middle of the sentence. There are four feet with trochaic pattern. The first and second are less heavily stressed than the third. The

alliteration can be seen in the initial sound of “The Great National, The Great

National”, since the words the /ðə/, great /ɡreɪt/, and national /ˈnaʃ(ə)n(ə)l/ are

mentioned twice. The repetition occurs when words “The Great National” are

mentioned twice. c. Lexical Features

Names of specific people, places, countries, months, days, holidays, magazines and so forth are called as proper noun (Quirk, and Greenbaum, 1985: 76). A proper noun is always written in capital letter. Coca-Cola, or Coke, is the proper noun of this study, since it is the brand of the beverage. In The Great National Drink at the Great National Game slogan this proper noun did not appear.

The hyperbole appears in this slogan since it combines the word great with

national to brag about the identity of the drink. By using the word national, people will think that the entire nation loved to drink Coke.

The vocabularies used in the slogan are Great, National, Drink, and Game. Since this slogan mentions that the drink is great to be drunk at the national game, it makes

an imagination for the readers of the slogan that the drink tastes great when drink it while watching a national game.

d. Syntactic Categories

In sentence structure rules there are some basics. Five units called elements of sentence structure comprise as one is called a sentence. Coca-Cola slogans, however, are not only composed in form of sentence structure, but also in form of phrase structure like noun phrase. Noun phrase can be in the form of simple noun phrase or complex noun phrase. Simple noun phrase is a noun modified by only pre-modifier or modifier. Complex noun is a noun modified by both pre-modifier and post-modifier.

The phrase structure of this slogan is:

The Great National Drink at the Great National Game Det Adj Adj N prep Det Adj Adj N

Pre-modifier head Pre-modifier head

Post-modifier

This slogan is a noun phrase. The head drink is modified by the as the determiner and pre-modifier, and another noun phrase at the Great National Game as the post-modifier. This noun phrase is considered as a statement, since it states about the information of the beverage. The noun phrase is categorized as complex noun phrase, since the head of the phrase has both pre-modifier and post-modifier to modify it.

7. The Cold Crisp Taste of Coke

https://www.etsy.com/listing/224590553/1958-coca-cola-rare-vintage-1960coca ?ref=sr_ gallery_23&ga_search_query=1958+coca-cola&ga_search_type=all& ga_view_type =gallery, accessed on April 22, 2015

8. Things Go Better with Coke

http://www.thejumpingfrog.com/?page=shop/flypage&product_id=986746&keyword =1963+coca-cola&searchby=title&offset=0&fs=1, accessed on April 22, 2015

9. Coke Adds Life

http://www.thejumpingfrog.com/?page=shop/flypage&product_id=986771&keyword =Coke+Adds+Life&searchby=title&offset=0&fs=1, accessed on April 22, 2015

10. You Can’t Beat the Feeling

http://www.ebay.ca/itm/1996-Coca-Cola-ad-page-CANT-BEAT-THE-FEELING -St-Louis-Cardinals-/351384329424?pt=LH_DefaultDomain_0&hash=item51d02 35cd0, accessed on April 22, 2015

11. Always Coca-Cola

http://books.google.co.id/books?id=y8oDAAAAMBAJ&printsec=frontcover&source =gbs_v2_summary_r&redir_esc=y#v=onepage&q&f=false, accessed on April 30, 2015)

12. Open Happiness