The use of rhetorical devices in English advertisement headlines found in teenage girl magazines.

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ii v T C A R T S B A . V a h t n i s a Y , h i s g n i n u y h a

W (2013) .The Use o fRhetorica lDevices i n Engilsh t n e m e s it r e v d

A Headilne s Found in Teenage Gir l Magazine .s Yogyakarta : . y ti s r e v i n U a m r a h D a t a n a S d n if n a c e l p o e P . s y a d a w o n e l p o e p o t r a il i m a f e r a s t n e m e s it r e v d

A them

. a i d e m t n e m e s it r e v d a y n a m n i y li s a

e Fu trher ,the language o fadveritsement si s u t a n e h t e c n i s g n it s e r e t n

i re o fadveritsement si spersuasive . Therefore , i ti s t n e m e s it r e v d a f o e g a u g n a l e h t e z y l a n a o t g n it s e r e t n

i s ,paritculalry ni the use o f

. s e c i v e d l a c ir o t e h

r In thi sresearch ,the researche rfocused on the p irn tmedia , a w h c i h

w smagazine .Besides ,among the seven patr so fcopyw iritng in p irn t e n il d a e h e h t n o d e s u c o f r e h c r a e s e r e h t , s t n e m e s it r e v d

a hw ose funciton si to

e v e i h c

a thekeyselilngpointi nadveritsements . e r e h t , h c r a e s e r s i h t n

I w eretwo quesitonst o beanswered .They were: (1) W tha are t hetype sofrheto irca ldevice sused i n Engilsh adveritsemen theadilne s

s e n i z a g a m e g a n e e t n i d n u o

f ? )( W t2 ha are the possible reason sf or the use o f s e n il d a e h t n e m e s it r e v d a h s il g n E n i s e c i v e d l a c ir o t e h

r found in teenage gri l

s e n i z a g a m ? e h t , h c r a e s e r e h t g n it c u d n o c n

I researche rused conten tanalysi smethod . e r e w a t a d e h T . a t a d e h t n i a g o t t n e m u rt s n i n i a m e h t s a d e t c a r e h c r a e s e r e h t , e r e H f o s e u s s i e e r h t e h t f o s e n il d a e h t n e m e s it r e v d a 5 5 1 m o r f d e n i a g o s l

a teenagegri l

s e n i z a g a

m ,March-May 2012 .In analyzing the data ,the researche rused the s e c i v e d l a c ir o t e h r f o n o it a c if i s s a l

c from Corbet t(1990 )and Leech (1969 )which e

d i v i

d s rheto irca ldevice sinto two big catego ires ,namely scheme sand rtopes . .s e c i v e d l a c ir o t e h r f o s e p y t 4 4 e r a e r e h t , n o it a c if i s s a l c r i e h t n o d e s a B h

T e resutl so fthe research showe d tha tthere were 20 rheto irca ldevice s f o s e u s s i e e r h t e h t f o s e n il d a e h t n e m e s it r e v d a h s il g n E n i d e s

u teenage gri l

s e n i z a g a

m .The rheto irca ldevice sused in the three issue so fthe teenage gri l s e n i z a g a

m were anasrtophe , paralleilsm , anaphora , anadiplosis , alltieraiton , , n o it it e p e r l a b r e v e e r f , s i s p il l e , e c n a n o s s

a oxymoron , rhyme , polyptoton ,

, s i s a r h p ir e p , y m e s y l o p , r o h p a t e m , n o it s e u q l a c ir o t e h r , a i e o p o t a m o n o , n o t e d n y s a n o it a c if i n o s r e p d n a , e li m i s , e h c o d c e n y

s . Ther esearche ralsof oundt hatt herewere t n e m e s it r e v d a h s il g n E n i s e c i v e d l a c ir o t e h r f o e s u e h t f o s n o s a e r e l b i s s o p r u o f s e n il d a e

h . They were giving persuasive qualtiy , gaining atteniton , ease the e r d n a y ti li b a r o m e m r e t a e r g o t g n i d a e l , g n i s s e c o r p e g a s s e

m c al.l

e n i z a g a m l r i g e g a n e e t ,s e c i v e d l a c i r o t e h r , e n il d a e h t n e m e s it r e v d a : s d r o w y e K

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ii i v K A R T S B A . V a h t n i s a Y , h i s g n i n u y h a

W (2013) .The Use o fRhetorica lDevices i n Engilsh .s e n i z a g a M l r i G e g a n e e T n i d n u o F s e n il d a e H t n e m e s it r e v d

A Yogyakarta :

s a ti s r e v i n

U SanataDharma.

h a d u m t a g n a s n a l k I . a i s u n a m i g a b m i z a l h a d u s n a l k i n a a d a r e b e K . n a l k i a i d e m i a g a b r e b i d n a k u m e ti

d Selain tiu ,bahasa iklan sanga tmenarik , u ti a n e r a k h e l O . fi s a u s r e p g n a y a y n t a fi s a n e r a

k sanga tmenarik untuk menelti i

a k a m a t u r e t n a l k i a s a h a

b rena penggunaan ala tretorika .Dalam peneilitan ini , . h a l a j a m u ti a y , k a t e c a i d e m a d a p s u k o f it il e n e

p Selain tiu ,diantara t ujuh bagian e n il d a e h a d a p s u k o f it il e n e p , k a t e c n a l k i m a l a d n a l k

i iklanyangmerupakankunc i

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n a a y n a t r e P . b a w a ji d n a k a g n a y n a a y n a t r e p a u d a d a , i n i n a it il e n e p m a l a D : h a l a d a t u b e s r e

t (1 )Tipe ala tretorika apa saja yang digunakan pada headilne y s i r g g n I a s a h a b r e b n a l k

i ang dtiemukan d i majalah remaja? (2 ) Apa saja a y n n a k a n u g i d n a s a l a n a n i k g n u m e

k ala treto irka pada headilne i klan berbahasa ? a j a m e r h a l a j a m i d s i r g g n I t n e t n o c e d o t e m n a k a n u g g n e m i ti l e n e p , n a it il e n e p n a k a n a s k a l e m m a l a D m a l a d a m a t u n e m u r t s n i i a g a b e s k a d n it r e b i ti l e n e p , i n i l a h m a l a D . s i s y l a n a e p i d a g u j a t a d , u ti n i a l e S . a t a d n a k t a p a d n e

m roleh dar i155 iklan berbahasa

i s i d e a g it i d s i r g g n

I majalah remaja perempuan yang t erbi tpada bulan Maret t a l a i s a k if i s a l k n a k a n u g g n e m i ti l e n e p , a t a d a s il a n a g n e m m a l a D . 2 1 0 2 i e M a k i r o t e r t a l a i g a b m e m g n a y ) 9 6 9 1 ( h c e e L n a d ) 0 9 9 1 ( t t e b r o C i r a d a k i r o t e r j n e

m ad idua kategor ibesar ,yatiu scheme sdan tropes .Berdasarkan klasiifkas i . a k i r o t e r t a l a e p it 4 4 a d a , a k e r e m g n a y a k i r o t e r t a l a s i n e j 0 2 a d a a w h a b n a k k u j n u n e m n a it il e n e p l i s a H i s i d e a g it i d n a k u m e ti d g n a y s ir g g n I a s a h a b r e b n a l k i e n il d a e h a d a p n a k a n u g i d a

m jalah remaja perempuan .Alat-ala tretorika yang digunakan pada headilne i s i d e a g it i d n a l k

i majalah remaja perempuan adalah anastrophe ,parallelsim , , n o it it e p e r l a b r e v e e r f , s is p il l e , e c n a n o s s a , n o it a r e ti ll a , s is o l p i d a n a , a r o h p a n a t o t p y l o p , e m y h r , n o r o m y x

o on , asyndeton , onomatopoeia , rhetorica l quesiton , n o it a c if i n o s r e p n a d , e li m i s , e h c o d c e n y s ,s i s a r h p i r e p , y m e s y l o p , r o h p a t e

m .Penelti i

t a l a a y n n a k a n u g i d n a s a l a n a n i k g n u m e k t a p m e a d a a w h a b n a k u m e n e m a g u j l a j a m i d s i r g g n I a h a s a b r e b n a l k i e n il d a e h a d a p a k i r o t e

r ahr emaja .Alasan-alasan

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P 25Januar i2013 n a k a t a y n e m g n a Y h i s g n i n u y h a W a ti V a h t n i s a Y

(10)

ii v T C A R T S B A . V a h t n i s a Y , h i s g n i n u y h a

W (2013) .The Use o fRhetorica lDevices i n Engilsh t n e m e s it r e v d

A them

. a i d e m t n e m e s it r e v d a y n a m n i y li s a

e Fu trher ,the language o fadveritsement si s u t a n e h t e c n i s g n it s e r e t n

i re o fadveritsement si spersuasive . Therefore , i ti s t n e m e s it r e v d a f o e g a u g n a l e h t e z y l a n a o t g n it s e r e t n

i s ,paritculalry ni the use o f

. s e c i v e d l a c ir o t e h

r In thi sresearch ,the researche rfocused on the p irn tmedia , a w h c i h

w smagazine .Besides ,among the seven patr so fcopyw iritng in p irn t e n il d a e h e h t n o d e s u c o f r e h c r a e s e r e h t , s t n e m e s it r e v d

a hw ose funciton si to

e v e i h c

a thekeyselilngpointi nadveritsements . e r e h t , h c r a e s e r s i h t n

I w eretwo quesitonst o beanswered .They were: (1) W tha are t hetype sofrheto irca ldevice sused i n Engilsh adveritsemen theadilne s

s e n i z a g a m e g a n e e t n i d n u o

f ? )( W t2 ha are the possible reason sf or the use o f s e n il d a e h t n e m e s it r e v d a h s il g n E n i s e c i v e d l a c ir o t e h

r found in teenage gri l

s e n i z a g a m ? e h t , h c r a e s e r e h t g n it c u d n o c n

a teenagegri l

s e n i z a g a

m ,March-May 2012 .In analyzing the data ,the researche rused the s e c i v e d l a c ir o t e h r f o n o it a c if i s s a l

c from Corbet t(1990 )and Leech (1969 )which e

d i v i

d s rheto irca ldevice sinto two big catego ires ,namely scheme sand rtopes . .s e c i v e d l a c ir o t e h r f o s e p y t 4 4 e r a e r e h t , n o it a c if i s s a l c r i e h t n o d e s a B h

T e resutl so fthe research showe d tha tthere were 20 rheto irca ldevice s f o s e u s s i e e r h t e h t f o s e n il d a e h t n e m e s it r e v d a h s il g n E n i d e s

u teenage gri l

s e n i z a g a

m .The rheto irca ldevice sused in the three issue so fthe teenage gri l s e n i z a g a

m were anasrtophe , paralleilsm , anaphora , anadiplosis , alltieraiton , , n o it it e p e r l a b r e v e e r f , s i s p il l e , e c n a n o s s

a oxymoron , rhyme , polyptoton ,

s . Ther esearche ralsof oundt hatt herewere t n e m e s it r e v d a h s il g n E n i s e c i v e d l a c ir o t e h r f o e s u e h t f o s n o s a e r e l b i s s o p r u o f s e n il d a e

h . They were giving persuasive qualtiy , gaining atteniton , ease the e r d n a y ti li b a r o m e m r e t a e r g o t g n i d a e l , g n i s s e c o r p e g a s s e

m c al.l

e n i z a g a m l r i g e g a n e e t ,s e c i v e d l a c i r o t e h r , e n il d a e h t n e m e s it r e v d a : s d r o w y e K

(11)

ii i v K A R T S B A . V a h t n i s a Y , h i s g n i n u y h a

W (2013) .The Use o fRhetorica lDevices i n Engilsh .s e n i z a g a M l r i G e g a n e e T n i d n u o F s e n il d a e H t n e m e s it r e v d

A Yogyakarta :

s a ti s r e v i n

U SanataDharma.

h a d u m t a g n a s n a l k I . a i s u n a m i g a b m i z a l h a d u s n a l k i n a a d a r e b e K . n a l k i a i d e m i a g a b r e b i d n a k u m e ti

d Selain tiu ,bahasa iklan sanga tmenarik , u ti a n e r a k h e l O . fi s a u s r e p g n a y a y n t a fi s a n e r a

k sanga tmenarik untuk menelti i a k a m a t u r e t n a l k i a s a h a

b rena penggunaan ala tretorika .Dalam peneilitan ini , . h a l a j a m u ti a y , k a t e c a i d e m a d a p s u k o f it il e n e

p Selain tiu ,diantara t ujuh bagian e n il d a e h a d a p s u k o f it il e n e p , k a t e c n a l k i m a l a d n a l k

i iklanyangmerupakankunc i

n i o p i a p a c n e m k u t n

u penjualanpadai klan.

n a a y n a t r e P . b a w a ji d n a k a g n a y n a a y n a t r e p a u d a d a , i n i n a it il e n e p m a l a D : h a l a d a t u b e s r e

t (1 )Tipe ala tretorika apa saja yang digunakan pada headilne y s i r g g n I a s a h a b r e b n a l k

i ang dtiemukan d i majalah remaja? (2 ) Apa saja a y n n a k a n u g i d n a s a l a n a n i k g n u m e

m roleh dar i155 iklan berbahasa i s i d e a g it i d s i r g g n

m jalah remaja perempuan .Alat-ala tretorika yang digunakan pada headilne i s i d e a g it i d n a l k

o on , asyndeton , onomatopoeia , rhetorica l quesiton , n o it a c if i n o s r e p n a d , e li m i s , e h c o d c e n y s ,s i s a r h p i r e p , y m e s y l o p , r o h p a t e

m .Penelti i

r ahr emaja .Alasan-alasan

t u b e s r e

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F d ilket ot hankJesu sChrist ,myLord andmysavior rfo d l u o w I , m i H t u o h ti W . e l g g u rt s y m n i e r e h t s y a w l a s i e H . s g n i s s e l b s s e l d n e s i H

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W this t hesi swa sno teasy .Therefore , Iam grateful t o my advisor , .

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g w iritng thi sthesis . Ialso thank al lo fthe PB I e

r u t c e

l rs for t eaching me t hroughout t hese years . Ialso thank al lof t hestaff fo ,

I B

P mbakDanikandmbakTari ,fort heassistancedu irngt heseyears .

s t n e r a p y m , y li m a f y m o t s i s e h t s i h t d e t a c i d e d

I ,Bapak Heribertu s

i r a b u

S andIbuYus itnaNga itrah, mybeloved siste rmbakNia ,my ltiltecousin a

E ,grandma ,and al lo fmy aunts ,uncles ,and cousins . Ithank them fo rtheri ,

n o it a v it o m , tr o p p u s , e v o

l paitence ,care ,and prayer .Therei snothing which can e

fi l y m n i m e h t e c a l p e

r .

r f f o r e w o p e h

T iendsh sip i rtuly amazing .Even t hough i twa sa srtuggle s

i s e h t s i h t h s i n if o t e m r o

f , my firend swere always t here fo rme . Iwli lalway s t

n e m o m e h t r e b m e m e

r we have spen ttogether .Many hug sand kisse sfo rIka , a

n t a

R ,Tania ,Nora ,Lia ,Ivon ,and Deby fo rshowing me the meaning o f ,

s e d a r m o c y r a r b il y m k n a h t o s l a I . p i h s d n e ir

f Rean ,Sasa ,Yusitan ,Seto ,Adam , a

u s o

(13)

. e v i v r u s l li w e w t a h t w o n k I t u b s e m it d r a h h g u o r h t d e k l a

w Iwli lneve rforgett he

g n il g g u rt

s momen twes pentt ogetheri nt he ilbrarytowrtiethet hesi sbackt hen .

I , t s a e l t o n t u b t s a

L would ilke to thank al lo fmy firend sin PB Ibatch ,

A s e s s a l c , 8 0 0

2 B ,andC . Imay notr emembe randwrtieal loft hei rname shere . ,

r e v e w o

H I thank them fo r the bad , so-so , excellent , and beautfiu l days I d

e c n e ir e p x

e wtiht heminPB .I

h i s g n i n u y h a W a ti V a h t n i s a Y

(14)

i x

S T N E T N O C F O E L B A T E

G A P E L T I

T ... E

G A P L A V O R P P

A S ... E

G A P N O I T A C I D E

D ... Y

T I L A N I G I R O S ’ K R O W F O T N E M E T A T

S ... I

S A K I L B U P N A U J U T E S R E P N A A T A Y N R E

P ... T

C A R T S B

A ... K

A R T S B

A ... T

N E M E G D E L W O N K C

A S ... S

T N E T N O C F O E L B A

T ... S

E L B A T F O T S I

L ... S

E R U G I F F O T S I

L ... .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. . S E C I D N E P P A F O T S I L

.I R E T P A H

C INTRODUCTION... .... .

A ResearchBackground... .. .

B ResearchProblems ... ... .. .

C ProblemLimtiaiton ... .. .

D ResearchObjecitve s... .

E ResearchBeneftis ... .

F Deifniitono fTerms... R

E T P A H

C II . REVIEWOFRELATEDLITERATURE ... . .. .

A Theoreitca lDescirpiton ... ... .

1 TheDe ifniitono fAdveritsement ...

e g a P

i ii v i

v i v

ii v

ii i v

x i

i x

v i x

v x

i v x

1 1 4 5 5 6 6 8 8 8

(15)

ii x .

a Magazinea sAdveritsemen tMedia ... .. .

b Format sfo rP irn tAdveritsemen t... .

2 Rheto irca lDevices... .

a Schemes. ... .

b Trope s... .

3 Rheto irca lDevicesi nAdveritsement... .

4 Reason sf ortheUseo fRheto irca lDevicesi n t

n e m e s it r e v d

A s ... .

a GivingPersuasiveQualtiy ... .

b GainingAtteniton. ... .

c Easet heMessageProcessing ... .

d Leadingt oGreate rMemorablitiyandRecall. .. .

B Theoreitca lFramework... E

T P A H

C R II . I RESEARCHANDMETHODOLOGY....…...………..

A ResearchMethod ... .. .

B ResearchSetitng... .

C ResearchSubject s... .

D Insrtuments andDataGathe irngTechnique ... .

E DataAnalysi sTechnique ... .

F ReasearchProcedure ... R

E T P A H

C VI . RESEARCHRESULTSANDDISCUSSION ... .. .

A Type so fRheto irca lDevice sin Engilsh Adveritsemen t s

e n il d a e

H ... .

B Possible Reason sf or the Use o fRheto irca lDevice sin s

e n il d a e H t n e m e s it r e v d A h s il g n

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7 3

8 3

9 3

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4 4

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(16)

ii i x D N A S N O I S U L C N O C . V R E T P A H

C RECOMMENDATIONS. . ....

A Conclusion s... .

B Recommendaitons... S

E C N E R E F E

R ...

2 9

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(17)

v i x

S E L B A T F O T S I L e

l b a T .1

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e l b a T .3

n o it a c if i s s a l C e n il d a e H t n e m e s it r e v d A e v it a r u g i F

) 6 9 9 1 ( k c i M d n a e ir r a u Q c M m o r f d e t p a d

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l ri G e g a n e e T n i d n u o F s e c i v e D l a c ir o t e h R f o t s i L

h c r a M n i d e u s s I s e n i z a g a

M -May2012.. ... n

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P ... .. .. .. .. .. .. .. .. .. .. r a e w e y E s c o r C f o e r u t c u rt S e s a r h P n u o N e h T

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i v x

S E C I D N E P P A F O T S I L x

i d n e p p

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(20)

1 I R E T P A H C

N O I T C U D O R T N I

s t n e s e r p r e t p a h c s i h

T thebackground oft hestudy .Thebackground oft he o t r e d r o n I . y d u t s e h t f o t n e t n o c e h t d n a e r u t a n e h t t u o b a n o it a m r o f n i s r e v o c y d u t s

t , c it a m e t s y s e

b he informaiton i s presented in six patrs , namely research m

e l b o r p h c r a e s e r , d n u o r g k c a

b s ,problem ilmtiaiton ,research objecitves ,research .s

m r e t f o n o it i n if e d d n a , s ti f e n e b

A ResearchBackground

r o f r a il i m a f e m o c e b s a h t n e m e s it r e v d

A modern peoplenowadays .People

e r

a being exposed to hundreds, even thousand so fadveritsement severy day . s

t n e m e s it r e v d a e s e h

T can be found easliy ni TV , magazines , newspapers ,

s d r a o b ll i

b ori nterne.tGlisonandBerkman( 1980) ,even ,statet ha t“adveritsemen t il

a i c o s n i s r o t c a f t n a tr o p m i e r a y r r a c y e h t n o it a m r o f n i e h t d n

a zaiton”( p .4 .)

n o it a m r o f n i e v i s a u s r e p t u o b a s i t n e m e s it r e v d a , ) 6 0 0 2 ( s n e r A o t g n ir r e f e R

h c i h w ) s a e d i d n a , s e c i v r e s , s d o o g ( s t c u d o r p f

o i susually paid by a company ,

. n o it u ti t s n i r o , n o it a z i n a g r

o Conside irng ti starge t audience which i sa large

n mbe ro fpeople ,no tan individual ,adveritsement si sa n -on persona lo rmas s .

n o it a c i n u m m o

(21)

m o r f t n e r e f fi

d ora lcommunicaiton bu tbasically ti i sde irved from basic human n

e r A ( s s e c o r p n o it a c i n u m m o

c s ,2006) .

d n a n o s r e p a s i t c e j b u s e h t , n o it a c i n u m m o c l a r o n

I tha tpersoni st alkingt o

. n o s r e p r e h t o n

a Whlie in adveritsing ,the audience i sa large numbe ro fpeople e

h t h c i h

w adveritsers do not know .Therefore, t he message i n t he adveritsemen t e m o s n i t n e m e s it r e v d a n a , r e h tr u F . e v it c e f f e d n a r a e l c , e l b a d n a t s r e d n u e b d l u o h s

e d a u s r e p o t s i t n e m e s it r e v d a f o e r u t a n e h t e c n i s e v i s a u s r e p e b d l u o h s s t c e p s

a .

, e l b a d n a t s r e d n u e g a s s e m e h t e k a m o t r e d r o n

I clear, effecitve , and

e v i s a u s r e

p , theadveritsersuser heto ircaldevices .Theexamplei sinBody &Sou l t

n e m e s it r e v d

a headilne, “celebraitng 15 year s o fbold fealres s fashion” . The t

n e m e s it r e v d

a headilne uses t he repeititon of t he i niita lconsonan t/f/ in fearles s d

a fashion. Thi skind o frepeititon i swidely used t o create mnemoniceffect i n n

a g o l

s s andadveritsingheadilnes( Corbett ,1990 ,p .434). e

r a s e c i v e d l a c ir o t e h

R thevairaiton so fnon-ltieralf ormo fexpression . tIi s r

u g if s a d e ll a c s e m it e m o

s aitvel anguageo r ifgureo fspeech .Corbett( 1990 )states t

a h

t ar heto irca l ifgureha s rtadiitonallybeendeifneda sarftu ldeviaiton. Deviaiton n

e e S . e g a s u y r a n i d r o e h t m o r f t n e r e f fi d s n a e m e r e

h fromG irce’ smaxims’t heory ,

s a d o o t s r e d n u e b n a c n o it a i v e

d af ormo f lfou itngmaxims(McQuarireand Mick ,

p , 6 9 9

1 p .425-426). Belryne(1971) i n McQuarrieand Mick (1996 ,p .426 )adds e

g n a rt s r a il i m a f e k a m o t s n a e m s e d i v o r p “ e r u g if l a c ir o t e h r a t a h

t ”.

0 9 9 1 ( t t e b r o C o t g n ir r e f e

R ,p .426) , ifguraitve language i sdivided into

e m e h c

s s and rtopes .Themembers oft heseschemes and rtope sarewidely r anged s e l p m a x e e h T . ) 6 9 9 1 , k c i M d n a e ir r a u Q c M ( e n o e r u c s b o e h t o t r a il i m a f e h t m o r f

(22)

e r a s e l p m a x e e h t , s e p o rt n I . s i s p il l e d n a m s il e ll a r a p , n o it a r e ti ll a e r a e m e h c s f o

,r o h p a t e

m simlieandpun .s

Aheadilnet akest hebigges tporitoni nanadveritsement . tI i sdeirvedfrom many studie swhich proved tha taheadilne i s t he most i mpo tran tpatr i n p irnted

. ) 6 0 0 2 , s n e r A ; 7 0 0 2 , l h a D ( t n e m e s it r e v d

a Dahl( 2007 )addstha tevens omeitme sa

n a , e r o f e r e h T . t n e m e s it r e v d a n a n i s e e s r e d a e r e h t g n i h t y l n o e h t s i e n il d a e h

e g a m i l a u s i v a r e tf a e c a p s t s e g r a l d n o c e s e h t s e k a t y ll a u s u e n il d a e h t n e m e s it r e v d a

– i fthere i sa visua limage .Fu trher ,Aren s(2006 ,pp . 74 -1 419 )states tha tan t

c a rt t a d l u o h s e n il d a e h e v it c e f f

e consumer’ satten iton and presen tthe selilng

. e g a s s e m

) 4 9 9 1 ( h g i e

L ifndsoutt ha t74% o fadveritsementheadilnes eu s ifguraitve s

e c i v e d l a c ir o t e h r r o e g a u g n a

l . Besides ,McQuarire and Mick (1992 )state tha t

1 .2% o f1286f u ll-pageadveritsement sarer esonan.tThey f di tn ou thatt heuseo f a

n o s e r h c u

s n tinadveritsement sheadilnewillproduceahigherl eve lofr ecal land s

e d u ti tt a e v it i s o p e r o

m (McQuarireand Mick ,1992 ,p .190 .) Fu trher ,McQuarire d

if soutt ha tpuns ,whichi soneoft herheto irca ldevices ,and othe rsimlia rplay s n a t a h t s n a e m t I . e c n a n o s e r e t a e r c o t s l o o t l a c ir o t e h r n o m m o c e r a s d r o w n o

n i a g o t y ti li b i s s o p r e h g i h e v a h l li w s e c i v e d l a c ir o t e h r s e s u h c i h w t n e m e s it r e v d a

n o p s e r e v it i s o

p sef romt her eader .s

. t n a n o s e r s i h c i h w , e l y t s e m a s e h t e s u l li w t n e m e s it r e v d a l l a t o n , r e v e w o H

A sa non-persona lcommunicaiton ,adveritsement also ha s ti sown style .The t

n e r e f fi d e r a d e s u s e c n e t n e s e h t f o e r u t c u rt s e h t d n a s d r o w f o e c i o h

c from one

e s it r e v d

(23)

e h t s i t n e m e s it r e v d a n a n i e

b intenit on to bepersuasive – even provocaitve .The

e n o m o r f t n e r e f fi d o s l a s i s t n e m e s it r e v d a n i d e s u s e c i v e d l a c ir o t e h r f o e c i o h c

. r e h t o n a o t t n e m e s it r e v d a

lr i g e g a n e e

T magazine st hat focu son teenage gi lr and fashion may use n o i h s a f n o s u c o f s tI . s t n e m e s it r e v d a r i e h t n i s e c i v e d l a c ir o t e h r f o d n i k t n e r e f fi d

s r e d a e r t e g r a t d n

a may affectt hechoiceo fstyleint headveritsements .Therefore , e

h t t u o d n if o t s t n a w r e ti r w e h t , y d u t s s i h t h g u o r h

t types fo rheto irca ldevices used

i Engilsh adveritsement headilnes found in teenage gi lr magazine sissued in h

c r a

M -M ay 2012 , which cove r CosmoGirl ! Indonesia , Gogir!l , CHIC, ,r

e t s i S , N E E T d n E h g i

H dan rG li friend Indonesia .Fu trher ,the wrtie rwant sto n

o s a e r e l b i s s o p e h t e z y l a n

a s fo the use of rheto irca l devices in Engilsh

s e n il d a e h t n e m e s it r e v d

a found in teenage g ri lmagazine sissued in March-May

2 1 0

2 .

B ResearchProblems

r e ti r w e h t , d n u o r g k c a b h c r a e s e r n i d e t n e s e r p d n u o r g k c a b e h t g n ir e d i s n o C

n i s m e l b o r p e h t s e t a l u m r o

f theformo fquesitona silstedbelow .

1 Wha t are the type s o f rheto irca l device s used in Engilsh adveritsemen t n

i d n u o f s e n il d a e

h teenagegi lrmagazines?

2 Wha tare the possible reason sfo rthe use of rheto irca ldevice sin Engilsh s

e n il d a e h t n e m e s it r e v d

(24)

C ProblemLimtia iton

e s u e h t n o y lr a l u c it r a p , e l y t s s ti f o s m r e t n i e u q i n u s i e g a u g n a l g n i s it r e v d A

n o s u c o f l li w h c r a e s e r s i h T . s e c i v e d l a c ir o t e h r f

o two problem sa sformulated i n

t s ri F . s m e l b o r p h c r a e s e

r , ti is t o ifnd out t he types fo rheto irca ldevices used i n h

s il g n

E adveritsement headilnes found in s xi teenage gi lr magazines issued in h

c r a

M -M ay 2012. Since the study i sabou t ifnding ou tthe type so frheto irca l n

i d e s u s e c i v e

d teenagegilrmagazinesi ssuedi n March-M ay2012,t hewrtierwli l l a c ir o t e h r y n a e r o n g i d n a s e n il d a e h t n e m e s it r e v d a h s il g n E e h t n o s u c o f y l n o

t n e m e s it r e v d a r e h t o n i s e c i v e

d patr s(subheads ,body copy ,slogans ,seal ,s l ogos , .

) e r u t a n g i s d n

a Second, t hi sresearch intend sto ifnd the possible reason so ft he f

o e s

u rheto irca ldevice sin adveritsemen theadilnes ,paritculalry in teenage lrgi s

e n i z a g a

m issuedi nMarch-M ay2012. .

D ResearchObjecitves

e h

T rearet woobjecitve stha twli lbeobtainedt hroughthisr esearcha s w

o l e b d e t s

il .

1 Identfiying the type so f rheto irca ldevice s used in Engilsh adveritsement e

n il d a e

h s foundi nteenagegi lrmagazinesissuedi nMarch-M ay2012. .

2 Identfiying the possible reason sf or the use of rheto irca ldevices in Engilsh h c r a M n i d e u s s i s e n i z a g a m l ri g e g a n e e t n i d n u o f s e n il d a e h t n e m e s it r e v d

a -May

2 1 0

(25)

E ResearchBeneftis

e h

T ifndingoft hestudyi sexpected t ogivebeneftist ot hestudent so fthe i

n U a m r a h D a t a n a S f o m a r g o r P y d u t S n o it a c u d E e g a u g n a L h s il g n

E verstiy .Frist ,

s e v i g h c r a e s e r s i h

t a cleare r concep t on the use o f rheto irca l device s in t

n e m e s it r e v d

a headil sne ,especially which are found in teenage gilr magazine s n

i d e u s s

i March-Ap ir l2012 .By knowing the concep tand ti ssigni ifcan tuse in t

n e m e s it r e v d

a headilnes ,hopefully the student so fthe ELESP can i ncrease t hei r ll

i k s g n it ir

w ,paritcularl iy nt heuseo frheto irca ldevices. .

F Deifni itono fTerms

t r e d r o n

I o avoidmisconcepiton o rmisunderstandingaboutt het ermsused s

i h t n

i research ,thewrtie rgive sab ire fexplanaitonaboutt het ermsasf ollow .s .

1 Rheto irca lDevices

) 6 2 4 . p , 0 9 9 1 ( tt e b r o

C statesthatr heto irca ldevices, o rhecalleda s ifgure s g n i k a e p s f o e d o m y r a n i d r o e h t m o r f s n o it a i v e d l u ft r a y n a “ o t d e t a l e r s i h c e e p s f o

g n it ir w r

o ”. Whereas, Leech( 1969 )callsi tasr heto irca l ifgure swhichi sdescirbed .

n o it a i v e d c it s i u g n il s

a Rheto irca ldevice sare divided into schemes and rtopes . o t r a il i m a f e h t m o r f d e g n a r y l e d i w e r a s e p o rt d n a s e m e h c s e s e h t f o s r e b m e m e h T

M d n a e ir r a u Q c M ( e n o e r u c s b o e h

t ick ,1996) .Thi sresearch focused on the

s e c i v e d l a c ir o t e h

r whichappearedi nt heEngilshadveritsemen theadilnesfoundi n e

g a n e e

t gri lmagazines, CosmoGirl !Indonesia ,Gogir!l ,CHIC ,HighEndTEEN , ,r

e t s i

S dan rG li friend Indonesia, issued in March-May 2012, which are used a s e

l p m a s h c r a e s e r e h

(26)

2 AdveritsementHeadilne

6 0 0 2 ( s n e r A o t g n i d r o c c

A ) ,the roles fo adveritsemen thead ilne sare to ,

e c n e i d u a e h t e g a g n

e toexplaint hevisual ,andtolead t heaudiencei ntot hebody ,

e r o f e r e h T . t n e m e s it r e v d a e h t f

o thep irmary funciton o fadveritsemen theadilne s

g n it c a rt t a y b t n i o p g n il l e s y e k e v e i h c a o t s

i the consumers ’atteniton (Wells ,

M d n a t t e n r u

B o iratry ,1992 ;Leigh ,1994 .) In thi sresearch, the adveritsemen t e

n il d a e

h sreferto phrase so rsentence splaced i n t he t op o fan adveritsemen tand e

g g i b n i d e p y t y ll a u s

u r size. Fu trher ,since adveritsemen theadilnes ea r the ones e

b gi n analysed i nt hisr esearch ,adveritsemen theadilnesi nt hisr esearchalso play e

l o r e h

t ast heresearchs ample tisel.f .

3 TeenageGri lMagazines e n o s i e n i z a g a

M o ef t h p irn tmedia which are issued a tregula rinterva,l , r e v e w o H . d e ir a v e b n a c e n i z a g a m e h t f o t n e t n o c e h T . y l h t n o m r o y l k e e w

t n e t n o c e h t t a h t s e t a t s ) 0 0 0 2 ( n il h g u o L c

M s o famagazinecove raritcles , ifciton

o h w e l p o e p f o p u o r g n i a tr e c n o s e s u c o f e n i z a g a m , y ll a r e n e G . s h p a r g o t o h p d n a

e v a

h thesamespeciali nterestort hesamegender ,such asspor tmagazine,f emale e

n i z a g a

m ,o rbusines smagazine .Therefore, t eenage gri lmagazinei samagazine s

ti h c i h

w targeted reader saret eenagegilrs .Theconten to fthemagazine wli lbe o

t d e t a l e

r the teenage gi lrs’ lfie ,such as lfie style ,school ,and fashion. In thi s lr

i g e g a n e e t , h c r a e s e

r magazines ,which cove rsix dfiferen tmagazine sissued in h

c r a

M -M ay 2012, are used as t he sample of t he research .They are CosmoGir!l C

I H C , !l r i g o G , a i s e n o d n

(27)

I I R E T P A H C

E R U T A R E T I L D E T A L E R F O W E I V E R

s i h

T chapteri sdividedi nto t womain patrs ,namelyt heoreitca ldescirpiton n

I . k r o w e m a r f l a c it e r o e h t d n

a the theoreitca ldesc irpiton, the wrtie rreview sthe h

c i h w s e ir o e h t n i a

m aredriecltyr elatedandusedast her eferencest ot heresearch. t

I he las t par t o f thi s chapter , theoreitca l framework , the wrtier draw s a e

h t n o d e s a b k r o w e m a r

f theo ire sprovided i n t heoreitca ldescirpitont oanswert he .s

n o it s e u q h c r a e s e

A Theoreitca lDescrip iton n

I thetheoreitca ldesc irpiton,t hewrtierdescirbe ssomet heo ire swhichare e

r a y e h T . h c r a e s e r e h t o t d e t a l e

r adveritsemen t deifniiton , magazine s a s ,

t n e m e s it r e v d a t n ir p r o f t a m r o f , a i d e m t n e m e s it r e v d

a rheto irca ldevices , and

g n i s u f o s n o s a e

r rheto irca ldevicesi nadveritsements.

1 TheDeifniitono fAdveritsement s it r e v d a , ) 6 0 0 2 ( s n e r A o t g n i d r o c c

A ement i s a form o f non-persona l h

c i h w n o it a c i n u m m o

c i susually persuasive in nature .Since adveritsement i sa n

n -persona l communicaiton , i t i s targeted to a numbe r o f people . The m

r o f n

i aitoncariredi nt headveritsementi sabou tproducts( good ,ss ervice ,si deas.) y

lr a li m i

(28)

e n if e d ) 0 8 9 1

( adveritsemen ta s“any paid form o fn -on personal presentaiton o f r

e s r o , s d o o g , s a e d

i vice sby an idenitifed sponsor” (p .11) . I tmean stha tthe k

r e B d n a n o s li G n i d e n o it n e m ” r o s n o p s d e if it n e d i

“ man deifniiton should pay an r

e s r o , s d o o g , s a e d i s ti t n e s e r p o t y e n o m f o t n u o m

a vicest ot hes ociety . ,r

e h tr u

F Glison and Berkman (1980 ) add two more point s o f .

n o it i n if e d s ’t n e m e s it r e v d

a Frist ,anadveritsemen tha spersuasivequaltiy .Having s

t n e m e s it r e v d a t a h t s n a e m y ti l a u q e v i s a u s r e

p are able to persuade the readers . r

e h t , d n o c e

S oleo fanadveritsementi sa samarkeitngt oo.lTherefore ,Glisonand e

d ) 0 8 9 1 ( n a m k r e

B if ne adveritsemen t a s “persuasive media communicaiton ,

o t d n o p s e r o t d e n g i s e

d andhelpachieve ,markeitngobjecitves”( p .11 .) s

e d i s e

B ,Goddard( 1998 )descirbe sadveritsement sa sat ex twhoseaim i st o s

r e d a e r e h t m o r f n o it n e tt a n i a

g .However ,shenotest ha tno tal ltexts, whichmake o

t n o it n e tt a r i e h t y a p s r e d a e r e h

t , areadveritsement .Thereareothe rcharacteirsitc s t

a h

t shouldbepossessedbyat extt obeclassi ifeda sadveritsement .Givingbeneif t s

i t n e m e s it r e v d a e h t d n i h e b y n a p m o c e h t o

t oneoft hecharacteirsitc stha tshould e

b possessed by an adveritsement .Thi sbenefti ,according t o Goddard (1998 ,) i s n

i y l n o t o

n the form o fmoney o rothe rmateirals ,bu talso in a les stangible .

) 7 . p ( ” e g a m i r o s u t a t s f o t n e m e c n a h n e “ s a h c u s t n e m n i a tt a

, r e h tr u

F Goddard (1998) also descirbes adveritsement a s a form o f .

e s r u o c s i

d She see sadveritsement a sa system o flanguage where reader shave y

r a t n e m o

m “conversaiton” wtih t headveritser s(p .5 .) Thi smeans t ha tGoddard a

s a t n e m e s it r e v d a s e e

s form o fcommunicaiton .Besides ,she also add stha t t

n e m e s it r e v d

(29)

o t e v a h s r e d a e

r work hard t o decode message .s Hence ,adveritsement, according )

8 9 9 1 ( d r a d d o G o

t , can besimply descirbed a saform o fcommunicaiton which y n a m o t d e s s e r d d a s i d n a , d n i h e b y n a p m o c e h t o t ti f e n e b e v i g , e d a u s r e p o t s m i a

. e l p o e p

a Magazinea sAdveritsementMedia

. t c u d o r p a e s it r e v d a o t d e s u e b n a c t a h t a i d e m y n a m e r a e r e h

T Aren s

s n o it n e m ) 6 0 0 2

( tha tthere are ifve adveritsemen tmedia .These adveritsement e

r a a i d e

m p irnt ,elecrtonic ,digtialinteracitve ,driec tmali ,andout- fo -homemedia. .

s c it s ir e t c a r a h c t n e r e f fi d s a h m e h t f o h c a

E Since t he focu sof t hi sresearch is i n s

i h t , a i d e m t n ir

p research wli l discus s more on the p irn t media , especially e

h t s a e n i z a g a

m adveritsementmedia.Accordingt oArens( 2006 ,p .127), thet erm a

i d e m t n ir

p refer sto any commercially pubilshed , p irnted medium , us ch a s ,s

e n i z a g a m d n a s r e p a p s w e

n tha t sell s adveritsement space to a vairety o f .s

r e s it r e v d

a Compared to newspaper ,according to Bovee and Aren s(1986) , e

n i z a g a

m s offe r more advantage s and effecitveness to both reader s and s

r e s it r e v d

a .They men iton seven thing swhich can make magazine become an r

o f a i d e m e v it c e f f

e adveritsement(BoveeandArens ,1986 ,pp .418- 941 ) .

)

1 Selecitvtiy

s r e d a e r e v it c e l e s y r e v h c a e r y ll a r e n e g s e n i z a g a

M . BoveeandArens( 1986 , .

p 418)statetha t“magazine soffe rselecitvtiyby t argeitng vairou sspeci ifcgroup s l

a i c e p s y l p m i s r o , c i n h t e , s u o i g il e r g n i d u l c n

(30)

t s e r e t n i n i a tr e c r o f d e h s il b u p s e n i z a g a

m ,such asBusines sWeekfo rbusinessmen d

a Seventeen rf o teenagegilr .s

)

2 Flexiblitiy

e n i z a g a M . s r e d a e r d n a s r e s it r e v d a h t o b r o f y ti li b i x e lf s r e f f o e n i z a g a M

, e z i s , e p y t , s a h c u s t i n i d e r e f f o s e r u t a e f l a r e v e s e s u o t s r e s it r e v d a s w o ll a

. t u o y a l d n a , t n e m e c a l

p Forr eaders ,magazineoffersawider angeo fchoice .They e

a regiona la swel la snaitona lediitons ,or ,maleorf emalemagazines .Magazine s r

e f f o o s l

a many kind soft ype so rvairety . Theset ype so rvairety i ncludelengths , .s

e n o t l a ir o ti d e d n a , s e h c a o r p p a

)

3 Visua lpleasure d e r a p m o

C to newspaper ,magazine win sthi sfeature .Magazine present s s

t n e m e s it r e v d a r o l o c l l u

f .These ful lcolo radveritsements ,according Boveeand ,)

6 8 9 1 ( s n e r

A atrtac tthe readers ’atteniton .Fu trher ,Bovee and Aren s(1986 ,p . a

m i s e c n a h n e r o l o c “ t a h t e t a t s ) 8 1

4 geandi denitife spackages”.

)

4 Authortiyandbeilevablitiy

) 9 8 9 1 ( s n e r A d n a e e v o B o t g n i d r o c c

A , peoplebeilevewha tmagazines ays . .

s e ri s e d d n a , s n o i n i p o , s a e d i s ’ e l p o e p e c n e u lf n i n a c s e n i z a g a m , e r o f e r e h

T Fu trher ,

s i h t ,) 6 8 9 1 ( s n e r A d n a e e v o B o t g n i d r o c c

a ab litiy t o i n lfuenceallow smagazine s .s

c i p o t e fi l y a d y r e v e t u o b a s r e d a e r e h t o t e c i v d a e v i g o t

(31)

)

5 Permanence

e h t h g u o r h t n o it a m r o f n i g n it s a l e t a e r c o t s r e s it r e v d a e d i v o r p s e n i z a g a M

n a c s r e d a e r e h t ,s e n i z a g a m h g u o r h T . s t n e m e s it r e v d

a review theadveritsement i n s

e n i z a g a m , r e h tr u F . li a t e d e r o

m also allow adveritser sto generate rep irnt sand e

t a r o p r o c r i e h t e t o m o r p n a c r e t a l h c i h w s l a ir e t a

m adveritsementcampaign.

)

6 Presitge

e b n a c m s il a n o i s s e f o r p s ’ r e h s il b u p t a h t n o it n e m ) 9 8 9 1 ( s n e r A d n a e e v o

B a

a , e r o f e r e h T . e g a m i d n a r b e h t g n i d li u b n i t e s s a t a e r

g dverits ean adveritsement i n s

e n i z a g a m s u o m a

f allows adveritser sto give presitgiou simage to thei rbrands . ’

s r e m u s n o c e h t e s a e r c n i ll i w t i ,s e d i s e

B beilevablitiyoft hebrand .s

)

7 Cos tefifcient

s t c e p s o r p d o o g n i a g h c i h w s e n i z a g a m c if i c e p s d n a e t a ir p o r p p a g n it c e l e S

g n i d r o c c A . t s o c e h t e c u d e r n a

c to Bovee and Aren s(1989) ,approp irate and e

b o t e v a h t o n o d s e n i z a g a m c if i c e p

s afamou sone .Themost i mpo trantt hing i s h

c a e r n a c t n e m e s it r e v d a e h t t a h

t thet argetedr eader .s o

s li

G n and Berkman (1980 ) also state tha t magazine i s sutiable fo r , ) 8 0 3 . p , 0 8 9 1 ( m e h t o t g n i d r o c c A . t c u d o r p r i e h t e s it r e v d a o t s r e s it r e v d a

n o m m o c r o n r e c n o c y ti n u m m o c y b s r e d a e r e h t r e h t e g o t d n u o b d l u o c s e n i z a g a m

s e l y t s e fi

l .Therefore, adveritser sprefe rto adveritse thei rproduct sin magazine n

a h

(32)

b Formatsf orPrin tAdver itsement n

A adveritsemen ti sbuitlf romsomeelements .Arens( 2006 )men iton stha t e

r e h

t are ifvebasicelement swhichbulidanadveritsement . Thesebasicelement s e

a called copyw iritng .They areheadilnes ,subheads ,body copy ,slogans ,seals , e

r u t a n g i s d n a , s o g o

l . According t o Arens( 2006 ,)t heseelement scanbeenlarged , s

d e e n e h t n o d e s a b d e t a n i m il e r o , d e v o m , d e c u d e

r and purpose o f the

fl e s ti t n e m e s it r e v d

a .

h , s t n e m e l e e v if e s o h t g n o m

A eadilne i s considered to be the mos t ; 6 0 0 2 , s n e r A ; 6 8 9 1 , s n e r A d n a e e v o B ( t n e m e s it r e v d a t n ir p a n i t n e m e l e t n a tr o p m i

7 0 0 2 , l h a

D .) According t o Wells ,Burnet tand Mo iratry (1992)i n Leigh (1994) , y

b t n i o p g n il l e s y e k e v e i h c a o t s i n o it c n u f y r a m ir p s ’ e n il d a e

h atrtacitng

. n o it n e tt a ’ s r e m u s n o

c Besides ,Aren s(2006 )adds tha tthe role o fheadilne i sto e h t f o y d o b e h t o t n i e c n e i d u a e h t d a e l d n a , l a u s i v e h t n i a l p x e , e c n e i d u a e h t e g a g n e

s it r e v d

a emen.t

n o it c n u f s ti s

A i sto gain atteniton ,a headilne usually contain sword s .

t n e m e s it r e v d a n a f o n o it i s o p g n i d a e l e h t n i d e t a u ti

s Generally ,the size o fthe .t

n e m e s it r e v d a e h t f o s tr a p r e h t o n a h t r e g g i b o s l a s i s t n o

f Thisi sdonei n ordert o

. n o it n e tt a e c n e i d u a e h t t c a rt t

a According to Aren s(2006) ,headilne smay be n

o it a m r o f n i e h t n o d e s a b d e if i s s a l

c car ired .They are benefti ,newsi/nformaiton , .

e n il d a e h d n a m m o c d n a , e v it a c o v o r p

)

1 Beneif theadilne f o e s o p r u p e h

T a bene if theadilne i sto show tha tthe produc toffered i s s

r e m u s n o c e h t o t l a i c if e n e

(33)

e n il d a e

h s should on tbet oocuteo rcleve.rI nstead,t hehead ilneshouldusesimple u

d o r p e h t r e v o c h c i h w s t n e m e t a t

s c’t smosti mpo tran tbeneif.t

e l p m a x

E [1 :] Speakaf oreignl anguagei n30day so ryou rmoneyback .

)

2 Newsi/nformaitonheadilne n

A ewsi/nformaiton headilne i sformed by statements .These statements e

s o p r u p a e v a

h togivei nformaiton tot her eaders .Therefore, thestatement sused e

n il d a e h f o e p y t s i h t n

i mus tbebeilevable. e

l p m a x

E [2 :] I’t sagir.l

)

3 Provocaitveheadilne

f o n o it a t n e s e r p e r l a u t c a e h t g n i v a h s a d e r e d i s n o c e b n a c e n il d a e h s i h T

f o e s o p r u p e h T . e d a u s r e p o t s i h c i h w , t n e m e s it r e v d

a a provocaitveheadilne si to .

y ti s o ir u c ’ s r e d a e r e h t e k o v o r

p By doing so, t heheadilnecan l ead t hereaders t o .

y p o c y d o b s a h c u s ,t n e m e s it r e v d a e h t f o t s e r e h t d a e r

e l p m a x

E [3 :] Betchacan’ teatj us tone

)

4 Quesitonheadilne n o it s e u

Q headilnei si ntheformo fquesiton .Thepurposeoft hi sheadilne e h t f o y d o b e h t n i r e w s n a e h t t u o g n i d n if n i s r e d a e r e h t e g a r u o c n e o t s i

.t n e m e s it r e v d

a Inothe rword ,st hi sheadilneaimst oi nvolvet her eaders’r esponse. e

l p m a x

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F O E L P M A S : 2 X I D N E P P

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