i
APPROVEMENT
THE ANALYSIS OF LANGUAGE STYLE IN HEADLINE OF
ENGLISH MAGAZINE’S ADVERTISEMENT.
A Thesis
Submitted to Letters and Humanities Faculty In Partial Fulfillment of the Requirement for
The Strata One Degree
BAEZA HAPSAH No. 203026002093
Approved by:
LEGALIZATION
The thesis entitled “The Analysis of Language Style in Headline of English Magazine’s Advertisement“has been defended before the Letters and Humanities
Faculty’s Examination Committee on July, 2008. The thesis has already been accepted as a partial fulfillment of the requirement for the strata one degree.
Jakarta, October, 2008.
Examinations Committee
Chair Person, Secretary,
Dr. Muhammad Farkhan, M.Pd Drs. A. Saefuddin, M.Pd. NIP. 150 299 480 NIP. 150 261 902
Examiners,
iii ABSTRACT
Baeza Hapsah, The Analysis of Language Style in Headline of English Magazine’s Advertisement. A Thesis: Adab and Humanities Faculty, State Islamic University “Syarif Hidayatullah” Jakarta, 2008.
In this thesis the writer wants to analyze language styles in headline which is often used in advertisements taken randomly from different edition such as Cleo magazine in September 2007, Vogue magazine in July 2006, and Cosmopolitan magazines in April 2005.
The writer uses 15 advertisements as the object of her research analysed by using the theory of stylistics and figure of speech approach about language style. The first step that she does is to classify the language styles that are about personification, alliteration, assonance, hyperbole, ellipsis, and simile that are mostly used in advertisements. The second step is to analyze all language styles applied in every word on the headlines.
From the research, it is found personifications mostly appears five times, alliteration which appears four times, assonance and hyperbole are appears twice, ellipsis and simile have the same proportion, because they appear once from 15 advertisements.
DECLARATION
I hereby declare that this submission is my own work and that, so to the best of my knowledge and belief, it contains no material previously published or written by another person nor material which to a substantial extent has been accepted for the award of any other degree or diploma of the university or other institute of higher learning, except where due acknowledgment has been made in the text.
Jakarta, October, 2008
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ACKNOWLEDGEMENT
Alhamdulillah, praise to Allah SWT, who has given the writer his gift and opportunity to complete her paper. May Allah SWT give the happiness and prosperity to the prophet Muhammad SAW his disciples and followers. A special word of thank to the writer’s supervisor, Dr. Frans Sayogie, M. Pd. for his guidance to write this paper, his valuable suggestion for making this paper better and useful. The writer also would like to thank Mr. Dr. Muhammad Farkhan, M. Pd., as a head of English Letters Department and Mr. Drs. A. Saefuddin, M. Pd., as the Secretary of English Letters Department.
A special gratitude is expressed to her beloved parents, thanks for spiritual and material support. Beside that the writer cannot deny herself the pleasure of publicly thanking her beloved brothers Sulis Fikri Thoriq, Ilyas Haris and Muhammad Syarif Thoyib for their support in doing this paper and also their kindness. She is also grateful to Decky (MWALM), Retina, Yohana, Kiki, Ajat, Ikmal, the student of the Department of English Letters 2004, my close friend Riza, Acay and all names that are not mentioned in this paper.
May Allah, the Almighty bless them all and give them happiness. Finally, she hope that may this paper is useful for acknowledge in English and the writer is also glad to receive constructive suggestion for improving this paper.
Jakarta, October, 2008
TABLE OF CONTENS
C. Research Questions……….………. 4
D. Significances of the Study……….…….….. 4
E. Research Methodology……….……..….. 5
1. Objective of the Study……… 5
2. Method of the Study………... 5
3. Techniques of Data Analysis……… 5
4. Instrument of the Research……… 6
5. Unit of Analysis……….. 6
CHAPTER II. THEORETICAL FRAMEWORK…....…... 7
A. Stylistics...………..…..…...…... 7
B. Figure of Speech...……….……..…. 9
C. Kinds of Style……….…….……...… 10
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CHAPTER III. THE RESEARCH FINDINGS………..…... 15
A. The Table of Data Description …….……….….. 15
B. Data Analysis.………..……….…. 18
1. Classification of Language Style.………... 18
2. The Message to the Reader……… 48
CHAPTER IV. CONCLUSIONS AND SUGGESTIONS... 49
CHAPTER I
INTRODUCTION
A. Background of the Study
Advertisement is a message of a product delivered through media, supported by sponsors to some or all people. In making a product of advertisement, language an important part, because language is the system of sound and word used by human to express their thoughts and feelings, the particular way or style of speaking or writing, and the words and phrases used by a particular group or profession1. In the other word language is a tool to send an idea, information, and express a feeling in communication.
Communication about information of product is one of social communication activities which have a commercial objective. Communication itself is a process in forming, delivering, receiving, and processing messages in one or two persons or more.
Communication is a process to explain “who?”, “telling what?”, “in which channel?”, “to whom?”, and “with what result or effect?”. Communication is a process involving four components, they are:
1
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1.Source or communicator is a person or a group who send a message. 2.Message is a symbol using words in writing or oral, pictures, numbers,
and gestures.
3.Channel or medium is an instrument to send a message. For example, electronic medium, such as television, radio, and printed medium, such as newspaper, magazine or interpersonal communications.
4. Receiver or audience is a person or a group become message receiver
target.
The components above introduced by David Berlo are commonly called by S-M-C-R model.2 For an effective communication, someone should use appropriate language that is easily understood by others, especially receivers, based on the grammatical structures. “The advertisement also should use language that is easily understood by receivers.”3
The advertisement must be able to influence the audience or receiver and make them change their perceptions of the product and finally they will take positive action to buy the offered product. “Advertisers themselves say that ads are a mixture of rational and emotional appeals.”4
Therefore, some of people claim that advertising’s nature as another form of human communication. Regular conversation illustrates how all human communication, including advertising. In regular conversation how something is said is as important as what is said. In printed advertising, art,
2
Dinas Pertanahan dan pemetaan, Laporan Pendahuluan (Jakarta: PT. Pratama Pola Cipta, 2005), h.7-8.
3
Asmah, Bahasa Iklan Perniagaan: Suatu Kajian Bahasa Retorik (Kuala Lumpur: Dewan Bahasa dan Pustaka, 1984), h.5.
4
layout, typeface, and magazine are carrying the emotional messages just as important as the rational content of what the communicator says.
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SOME CURLS HAVE ALL THE LUCK
The advertisement above is taken from Cosmopolitan magazine. It is a hair serum advertisement of Fizz Ease. The language style that is used in the headline’s advertisement above is personification, because the phrase of headline implies as if curls are personified. In this case, the headline uses curls as substitution of human being which has all the luck.
Therefore, the writer is interested in using English magazines such as Cleo, Vogue and Cosmopolitan magazines to be analyzed, because there are many advertisements using language style in their headline, so that she is challenged to identify any language style used in advertising of the magazines.
B. Focus of the Study
The writer focuses the research on an interesting aspect that uses language style at advertising language in English magazines, such as, Cleo, Vogue and Cosmopolitan magazines or in other word, the writer limits the problem only about the language style of the headline which is used by advertising of the product in Cleo, Vogue and Cosmopolitan magazines.
C. Research Questions
Based on the background of study above, the writer formulates the problem to be analyzed, as follow:
2. How do the language styles convey the message to the reader?
D. Significances of the Study
The writer expects this research generally can increase the science in the field of language and especially for the readers or the other researcher who is interested to know the use of language style as a medium to promote a product in the advertisements.
E. Research Methodology 4. Objective of the Study
The purpose that will be expected by the writer in this research is to find out the kinds of language style which are mostly used in advertisements.
5. Method of the Study
Based on the research questions and the objective of the study, the method that is used in this research is qualitative method, which is to analyze data, to identify every language style used by advertisements of the product in Cleo, Vogue and Cosmopolitan magazines.
6. Techniques of Data Analysis
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1. Collecting the data of product advertisements from Cleo, Vogue and Cosmopolitan magazines.
2. Finding some theories such as stylistics and figure of speech that relevant to the research.
3. Analyzing kinds of advertising language style making tables of product advertisements.
6. Instrument of the research
Instrument of the research is the writer herself as the subject by reading collecting and analyzing the acquired data.
7. Unit of Analysis
CHAPTER II
THEORETICAL FRAMEWORK
E. Stylistics
Stylistics is the study of varieties of language which properties position of language in context, for example, the language of advertising, politics, religion, individual authors, etc.5 In the advertising, language style is determined by the relationship between the producer and the consumer in a certain context or situation.
Stylistics itself is the part of linguistics which concentrates on variation in the use of language, often but not exclusively, which is the special attention to the most conscious and complex use of language in literature. Stylistic is a method about the style of language. According to Simpson, The definition of stylistics is a method of textual interpretation in which primacy of place is assigned to language.6
Leech has his own opinion about stylistics. He explains “Stylistics, simply defined as the (linguistic) study of style, is rarely undertaken for its
5
Stylistics (linguistics), Wikipedia, the free encyclopedia March 09 2008.
http://en.wikipedia.org/wiki/stylistics_%linguistics%29, p.1. 6
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own sake, simply as an exercise in describing what use in made of language”7 in other word, stylistics is a study which learns about style.
Style is the use of the language in a certain context, by a certain people and for a certain reason. Style is different from structural grammar. It cannot be quantified, it has no rules. Style impacts to writing, strengthens the contact with the reader and heightens their awareness. Therefore, style is always concerned with relationship between the participants in a certain situation.
The aim of studying language style is to explain something, and in general, literary stylistics has, implicitly, the goal of explaining the relation between language and artistic function.8 The usage of language style is to show or describing something by using uniquely, artistic, and beautiful words which can make the reader feel what the writer feeling and also to explore creativity in language use.
The connection between stylistics and literature bring two important caveats, Such as: “The first is that creativity and innovation in language use should not be seen as the exclusive preserve of literary writing. Many forms of discourse (advertising, journalist, popular music-even casual conversation) often display a high degree of stylistic dexterity, such that it would be wrong view dexterity in language use as exclusive to canonical literature. The second caveat is that the techniques of stylistic analysis as much about deriving
2
Geoffrey Leech, N and short, michael H. Style in Fiction (London and New York: Longman Group Limited, 1981), p.13.
8
insights about linguistics structure and function as they are about understanding literary texts.”9
Moreover, stylistics is interns in language a function of texts in context and last of all style or language style has limit as the way to express the writer’s thought by language which will show soul or the writer’s personality. So that the choice of language style is mostly used by advertisers in their language, because the idea behind a creative concept in advertising is usually expressed in some attention and also the reader become memorable with the phrase.
F. Figure of Speech
Figure of speech is any way of saying something other than the ordinary way.10 Figures of speech are often used and crafted for emphasis, freshness of expression, or clarity. However, clarity may also suffer from their use. Note that all theories of meaning necessarily have a concept of "literal language". Figure of speech is not an entirely coherent concept.11 Language style called trope and figure of speech is divided into two:
1. Rhetorical style, it is irrelevance from common structures for certain effects. There are kinds of Rhetorical style such as Alliteration, Assonance, Ellipsis, Euphemism, Prolepsis, Hyperbole, etc. 12
9
Paul Simpson (2004), op.cit. 3. 10
Laurence Perrine, Sound and Sense (London: Harcourt Brace College Publisher, 1991), h.61. 11
Figure of speech, Wikipedia, the free encyclopedia March 09 2008.
http://en.wikipedia.com/wiki/html, p.1. 12
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2. Allusion is irrelevance away from common structure especially in meaning. There are kinds of Allusion style such as Simile, Metaphor, Personification, Metonymy, etc. 13
C. Kinds of style
There are some kinds of language style, but in this research the writer only uses some of them. These are the following kinds of style that the writer uses:
a. Simile
Simile is an explicit comparison between two things which has different reality. The words that are usually used are as…if, as…as, as like, as though, etc. For example, “He can swim as fast as a fish”.
b. Metaphor
Metaphor style is language style which comparing two matters implicitly, or in the other words an implied comparison of two unlike things. For example, “You are my sun”.
c. Personification
Personification is attributing or applying human qualities to inanimate object, animals, or natural phenomena. In other words, personification is describing a nonliving object as if there are and lives like human being. For example, “Play with your beauty”.
13
d. Metonymy
Metonymy style is replacing the name of something by the name of thing which has the same character or Substitution of a word to suggest what is really meant. For example, “She drives her new Chevrolet”.
e. Alliteration
Alliteration is a series of words that begin with the same letter or sound alike. In other words, Alliteration is language style that has repetition of the same consonant sound that follows each other, it is usually used in poem and prose, to create beautiful sentence or to emphasize word. For example, “You came and you change my whole life now”.
f. Assonance
Assonance is the repetition of vowel sounds, most commonly within a short passage of verse or language style that has repetition of the same vowel sound in words that follow each other, and it usually used in poem to emphasize or to make it more artistic. For example, “You will have healthy and shiny white skin”.
g. Ellipsis
Ellipsis is language style that omits a part of sentence which easily to be filled or interpreted by reader and make the meaning of sentence become clear. For example, “She looks fresh, pretty and…”
h. Euphemism
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insulting and unpleasant meaning. For example, “Change your dark skin
by Nivea whitening.”
i. Prolepsis
Prolepsis is language style that using a word before event in fact happened, in other words, refuting anticipated objections as part of the main argument. For example, “Wow…big sale up to 70%”
j. Hyperbole
Hyperbole is language style that exaggeration either the character or size of thing which has aim to emphasize, to intensifying, etc. For example, “You will have a perfect feeling!”
G. Kinds of Meaning
Language is appliance to submit an idea, information and express a feeling in communication between the people who interacted. One language consists of two part, they are speech and content. Speech is system of sound which is used by the speaker, while content is the meaning of its speech.
with it in person’s mind, or the stimulus which elicits utterance of it and behavioural responses it evokes.”14
According to Keraf, in general, meaning has two base kinds and differences to the meaning having the character of connotative and denotative.15 Here, are the explanations;
1. Denotative Meaning
Denotative meaning is usually called in some other term such as denotation, cognitive, conceptual, ideational, referential or propositional meaning. It is called denotation, referential, conceptual, and ideational or meaning because it is denotes to referent, concept, or certain idea. In other term, denotative meaning is called as cognitive meaning because it relate to awareness; stimulus (speaker) and response (listener) concerning things able to be received by awareness of human being., and this meaning is also propositional meaning because relate to information or factual statements. In other side, Leech has own opinion about denotative, it is widely assumed to be central factor in linguistics communication and it provides for any given interpretation of a sentence.16 Denotative meaning has objective direction, indication and no extra meaning so it only denotes directly to its referent, concept and idea.
2. Connotative Meaning
Connotative meaning is also called connotation, emotive, or evaluative meaning. Connotative meaning is one of meaning which
14
J.A. Fodor, The language of thought (Cambridge: Harvard University Press, 1975), p.13. 15
Keraf (2006), op.cit. pp.27-30. 16
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contains stimulus and response of emotional values. Apart of connotative meaning happen because speaker wants to express of feeling, agree, disagree, like or dislike etc, to listener or other who selected the same word to express they felling each other.
In other side Leech has own opinion about connotative meaning. It is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content.17
17
CHAPTER III
THE RESEARCH FINDINGS
A. The Table of Data Description
The table of data description from 15 advertisements is taken from English Magazines; Cleo, Vogue and Cosmopolitan Magazines.
Table 1: Data Description
Advertisement Headline Style
1 Do Your Eyes Say Enough? Personification
2 Fall In Love With Your Hair Personification
3 Love Your Shape Personification
4 Offer Your Skin A Reservior Of Moisture, It’ll Never Be
Thirsty Again. Personification
5 Pick Me Up At Dôme Personification
6 Lenses that Last From Sunrise To Sunset Alliteration
7 Preserve, Prolong And Protect Your Precious Red
Colour Alliteration
8 You Can Change. Confident Is A Choice. Alliteration
9 You Can Fit In Too. Just Take Two. Alliteration
10 Always Mature Always Young Assonance
11 Where Your Presence is, There My Heart Will Be. Assonance
12 Luminous Skin That’s So Perfect, Yet Natural… Hyperbole
13 The Perfect Indulgence Comprising The World’s Finest
Natural Ingredients. Hyperbole
14 Wild, Sexy And … Ellipsis
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The results taken from the table of data description above will be shown in the table based on the rank of style that is mostly used in advertisements at Cleo, Vogue and Cosmopolitan magazines.
Table 2: The results of data
Rank Style Appearance in advertisement
1 Personification 5 times
2 Alliteration 4 times
3 Assonance 2 times
Hyperbole 2 times
4 Ellipsis 1 times
Simile 1 times
The table above shows that personifications mostly appear in advertisements. This style is in the first rank because it appears five times from 15 advertisements. Personification style is a simple and interesting style because it used to persuade and influence the reader’s attention to use the products that have been advertised on the magazine.
The second rank is alliteration which appears four times from 15 advertisements. Alliteration is use to create beautiful sentence or phrase because it has repetition of the same consonant sound, so it make the advertisements more artistic.
Ellipsis and simile are in the fourth rank which has the same proportion, because they appear once from 15 advertisements. Ellipsis is used to create the curiosity of the reader, and simile is style that compares two things which has different reality but assumed is same, so it make memorable for the readers.
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1.Classification of language style
DO YOUR EYES SAY ENOUGH?
The advertisement above is taken from Cosmopolitan Magazine in April, 2005 edition. It is an eye shadow advertisement of Clinique. This product is made for women who have sensitive skin, because Clinique introduces New Color Surge Eye Shadow that will make your eyes remain to be healthy and beautiful.
The language style used in the headline’s advertisement above is personification, because the sentence of Do your eyes say enough? implies as if the eyes is personified. Like the writer explained before, personification is describing a nonliving object as if there are and lives like human being. In this case, the sentence of headline used eyes as substitute of human being who can say enough; when the word of say itself is also one of activity that human being always do. The headline on it has connotative meaning; because it has communicative and commercial value on expression which has been received for the readers.
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FALL IN LOVE WITH YOUR HAIR
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a daily shampoo advertisement of Evokativ. For girls who love to wash their hair, here is a shampoo you can lather up in every day while keeping moisture and essential nutrients in the stands.
The language style used in the headline’s advertisement above is also personification, because the phrase of Fall in love with your hair implies as if hair are personified. In this case, the sentence of headline used hair as substitute of human being which could be loved by human.
The headline on it contains of connotative meaning, because it has an extra meaning that arises as a result of words that are written in the advertisement. Based on the picture, it is easy to get denotative meaning from the headline. Fall in love is to feel a sudden strong attraction for something, especially for this case is hair, so the meaning of this phrase is the correct expression to express result of using this product, because after using this product you will feel responsible to always give the best treatment for your hair to be healthy, beautiful and interesting.
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LOVE YOUR SHAPE
The advertisement above is taken from Cosmopolitan Magazine in April, 2005 edition. It is a fruit flavoured water drink advertising of Shape. The mineral water has zero calories that can help you to replenish your body and balance your diet, so you will love your shape of body.
The language style used in the headline’s advertisement above is personification; it was shown in the phrase of Love your shape implies as if the drink is personified. In this case, it is almost the same with advertisement 2, because from the picture above the sentence of headline used shape or name of drink as substitute of human being which could be love by human.
The headline on it has connotative meaning, because the phrase indicates to the concept that loves your shape if you want to get health. Denotative meaning of this headline is loves your shape of body by healthy drinks Shape the fruit flavoured water, because in that headline advertiser wants to introduce that their product can help you to balance your diet.
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Figure 4. Personification
IT’LL NEVER BE THIRSTY AGAIN.
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is cream and serum advertisement of Clarins. Two essential beauty products containing exceptional plant extracts which maintain ideal moisture levels protect against pollution and preserve that ski’s suppleness and youthful radiance. So that can make your skin never be thirsty again.
The language style used in the headline’s advertisement above is personification, because the sentence of Offer your skin a reservoir of moisture, it’ll never be thirsty again implies as if the skin are personified. In this case, the sentence of headline used skin as substitute of human being which can thirsty like human being.
The headline on it contains connotative meaning, because it has commercial value on the market to reader. Denotative meaning of headline advertisement means that by using this product your skin will have many minerals and will not dry anymore.
The advertiser wants to introduce that their products containing exceptional plant extracts which maintain ideal moisture levels, protect against pollution and preserve the skin’s suppleness and youthful radiance.
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The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a coffee ice drink advertisement of Dôme coffee shop. The new flavours that available in 5 ‘un-put-downable’ now you can pick it up at Dôme.
The phrase of Pick me up at Dôme implies as if the drink is personified, so the language style that used in this advertisement is personification. Base on the picture the phrase of headline used drink as substitute of human being which could be picking up like human being.
The headline on it has connotative meaning, because it has commercial value on the market to reader. Denotative meaning in this phrase is that the coffee shop have some new drinks of coffee, you just come and pick some of them at Dôme.
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Figure 6. Alliteration
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is breathable contact lenses of O2OPTIX. The smarter and healthier
choice for fresher, greater-feeling eyes all day, and all night long.
The sentence Lenses that last from sunrise to sunset has repetition of the same L and S consonant sound that follows each other, so the language style that used in the headline’s advertisement above is alliteration. Like the writer explained before Alliteration is a series of words that begin with the same letter or sound alike, in the other words is language style that has repetition of the same consonant sound that follows each other, it usually used in poem and prose, to create beautiful sentence or to emphasize word.
The headline on it has connotative meaning, because it has an extra meaning and commercial value of the product, which is market to the reader. The denotative meaning in this sentence is advertiser offers contact lenses of O2OPTIX that will company you when you have activities in 24 hours.
The advertiser wants to inform that this product transmit up to five times more oxygen to your eyes. This means healthy, comfortable eyes even after long hours use, and no more end-of-day discomfort, such as dryness or redness.
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PRESERVE, PROLONG AND PROTECT YOUR
PRECIOUS RED COLOUR
The advertisement above is taken from Vogue Magazine in July, 2006 edition. It is a hair treatment product advertisement of Radiant Red like shampoo, conditioner, and daily protectors feature an anti-fade system. Using these products, you can preserve your hair, richer or brighter, more vivid, and keep your lovely red hair.
The language style used in the headline’s advertisement above is alliteration, because the phrase of Preserve, prolong and protect your precious red colour has a repetition of the same P consonant sound that follows each other to emphasize and make it more artistic.
The headline on it contains connotative meaning, because the phrase has an extra meaning. The denotative of this phrase is the products will take care, quickening growth and protect your beautiful hair from damage effect of coloration.
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Figure 8. Alliteration
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a yoghurt advertisement of Dutch Lady. Using this product will keep you looking good and feeling great for a 100% more confident you.
The language style used in this headline’s advertisement is alliteration, because the sentence of you can change. Confidence is choice has a repetition of the same C consonant sound that follows each other to emphasize and make it more artistic.
The headline on it contains connotative meaning, because it has an extra meaning and commercial value of product which will offered to readers. The denotative meaning of this sentence is the word of change in that sentence wants to show that become or make something different in you body will make you confidence or a feeling of certainty; trust in one’s own ability, and the only way that you have to choose base on the picture is Dutch Lady to drink in every day.
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Figure 9. Alliteration
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a slimming formula advertisement of Beauxlim d Formula. The advertisement wants to introduce that their product can help you to reduce body weight and restore confidence in you. Now that size is in your control, fitting in is no question.
The language style used in the headline’s advertisement above is alliteration, because the sentence of you can fit in too. Just take two has a repetition of the same T consonant sounds in word too and two that follows each other and also sounds alike to emphasize and make it more artistic.
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Figure 10. Assonance
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a watch advertisement of Titus. By using this product you will always look mature and young in your days.
The language style used in the headline’s advertisement above is assonance, because the phrase of always mature always young has repetition of A vowel sound in word always that follows each other. Like writer explained before assonance is the repetition of vowel sounds, most commonly within a short passage of verse or language style that has repetition of the same vowel sound in words that follow each other, and it usually used in poem to emphasize or to make it more artistic.
The headline on it has connotative meaning, because the phrase identifies the concept that after you buy this watch your day will be impressive, you look elegant when you use Titus products every day. Denotative meaning in the phrase of always mature is fully grown or developed in mine or body at all times or on every occasion, and always young is a person’s appearance, attitudes or behavior at all times or on every occasion. In this headline the advertiser wants to say that this watch is suited for various ages either girls or women which can use in every your days.
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Figure 11. Assonance
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a perfume advertisement of Enchanteur®
The language style used in the headline’s advertisement is assonance, because it shows from the repetition of E vowel sound in word where and there that follows each other in the sentence of Where your presence is,
there my heart will be.
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Figure 12. Hyperbole
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a cosmetic advertisement of Maybelline. In this advertisement Maybelline New York introduces AngelFit, the amazing foundation that perfectly hides flaws, imperfections, and you’ll always have a smooth and luminous complexion that’s so perfect and natural.
The language style used in the headline’s advertisement above is hyperbole, because the word perfect implies extravagant and obvious exaggeration. Like writer explained before the meaning of hyperbole is language style that exaggeration either the character or size of thing which has aim to emphasize, to intensifying. In this case, the word of perfect has meaning that having everything that necessary and complete.
The headline on it contains connotative meaning, because it has an extra meaning and assumed commercial value. Denotative meaning of Luminous skin that’s so perfect, yet natural.. is the perfect thing that every woman want is the shiny skin and also natural.
In this headline the advertisers want to say that if you use their product, your appearance will be natural and perfect in every day.
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Figure 13. Hyperbole
THE PERFECT INDULGENCE
The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is an ice cream advertisement of Häagen-Dazs.
The language style used in the headline’s advertisement above is hyperbole, because the word of perfect in that sentence implies extravagant meaning. In this case is also same with advertisement 12.
The headline on it has connotative meaning, because it has an extra meaning and commercial value. Denotative meaning of this headline is the product has made from the world’s finest natural ingredient and it will make you feel be pampered when you eat the ice cream of Häagen-Dazs. The advertiser try to influence the reader to complete their leisure time by eat an ice cream of Häagen-Dazs.
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The advertisement above is taken from Cleo Magazine in September, 2007 edition. It is a perfume advertisement of Glow after Dark JLo.
The language style used in the headline’s advertisement above is ellipsis, because the phrase of Wild, sexy and … is intentionally left and incomplete part of its phase stated below is omitted, but the reader can guess easily it is the fragrance of Glow After Dark by JLo. Just want to reminding that ellipsis is language style that omits a part of sentence which easily to be filled or interpreted by reader and make the meaning of sentence become clear.
The headline on it has connotative meaning, because the advertiser wants to make the readers agree with their idea and make the advertisement it self interesting. The denotative meaning of advertisement above is if you use the fragrance, you will feel like living free in natural conditions, feeling sexual desire and full of strong feeling more else than you feel before.
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Figure 15. Simile
The advertisement above is taken from Cosmopolitan Magazine in April, 2007 edition. It is a hairdo advertisement of Jessica Simpson and Ken Pavés. You can follow a simple hairdo of Jessica’s hairstyles and change your hairstyle anytime you want as often as you change your mind.
The phrase of as often as has same meaning, so the language style used in the headline’s advertisement above is simile. Simile is Simile is language style that an explicit comparison between two things which has different reality. The words that are usually used are as…if, as…as, as like, as though, etc. the word of hair is refer to mind so the meaning of the headline is you can change your hair more often like you change your mind, and it same as Jessica do.
The headline on it contains connotative meaning, because the advertiser wants to make the readers agree with their idea. The denotative meaning is when you change your mood in your day you can express by following any kind of Jessica’s simple hairdo because with that way you would get different appearance that matching with your mood.
lv 2. The Message To the reader
With many kinds of language style, it will be easier for advertiser or copywriter in making a headline. By choosing the interested words and to compose a sentence that makes the reader interested. The statement that used in the headline is the most important element for the advertisement, because if the message is complicated, words can be more specific than visuals and can be read over and over until the meaning is clear.
CHAPTER IV
CONCLUSIONS AND SUGGESTIONS
A. Conclusions
This research discusses about language style in headline of advertising on magazines such as, Cleo, Vogue and Cosmopolitan. Advertisement in a magazine is one of correct ways to promote the product to reach many readers to buy the product.
Headline is a key element in magazine’s advertising, it conveys the main message so that readers get the point of the advertisement, the headline works with the visual to get attention and communicate the creative concept. However, the idea behind a creative concept in advertising is usually expressed in some attention and memorable phrase.
lvii
From the table of data analysis which showed in chapter III before, the writer concludes personification style is preferred to be used in some advertisement of Cleo, Vogue and Cosmopolitan magazines. Because of personification is assumed to be the most effective way than other, this style can support and create an interesting meaning as long as it can influence the reader’s interest and they are attracted to buy the product.
B. Suggestions
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