ABSTRACT
MUNTHE, APRYANTI MADAH. The Impression of Rhetorical Devices in Wendy’s Taglines. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2016.
Nowadays, people become familiar with the existence of advertisements. The use of advertisement as a means to communicate is very common today. Besides, the advertisement is also to attract and capture audiences’ attentions. Sometimes, the words, phrases, or sentences used carry some significant meanings or messages. One of the fast-food brand companies playing words in the taglines is Wendy’s. The outlets have been widespread in the world. It is enticing to analyze since Wendy’s uses several means to capture audiences’ attentions in promoting the products.
Subsequently, those facts lead to formulate two research problems analyzed. The first research problem is what kinds of rhetorical devices are used in Wendy’s taglines. The second one is how Wendy’s impresses the audiences through its taglines. These research problems are enticing to analyze because people are not aware that advertising influences their ways of thinking or mnemonic effect. Goddard justifies that “the reader is encouraged to think that they are going to by something that is beyond the reach of the hoi polloi. It is a privileged buy” (1998: 74).
Thereafter, it appears that Wendy’s has published 35 taglines from 1969 until today. To reveal the ideas of taglines within Wendy’s advertisements, the theory applied is one of the linguistic branches, stylistics. Applying stylistics helps the researcher identify and categorize the rhetorical devices used within Wendy’s taglines in recent years. Besides, there are 30 questionnaires. The questionnaire is to show which rhetorical devices appear to be the most persuasive in Wendy’s taglines according to the audiences.
ABSTRAK
MUNTHE, APRYANTI MADAH. The Impression of Rhetorical Devices in Wendy’s Taglines. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Sanata Dharma University, 2016.
Saat ini, masyarakat menjadi akrab dengan adanya iklan. Penggunaan iklan sebagai sarana komunikasi sangatlah familiar sekarang. Selain itu, iklan juga digunakan untuk menarik perhatian pembaca. Kadang-kadang, kata, frase, atau kalimat yang digunakan menyiratkan arti atau pesan penting. Salah satu perusahaan makanan cepat saji yang bermain dengan kata-kata dalam membuat slogan adalah Wendy’s. Wendy’s adalah salah satu perusahaan makanan cepat saji yang terkenal di dunia. Outletnya telah tersebar di seluruh dunia. Hal ini menarik untuk dianalisis karena Wendy’s menggunakan beberapa cara untuk menarik perhatian pembaca dalam mempromosikan produknya.
Selanjutnya, fakta-fakta tersebut mengarah kepada dua masalah penelitian dianalisis. Masalah penelitian yang pertama adalah jenis rhetorical devices yang digunakan dalam slogan Wendy’s. Sedangkan, masalah penelitian yang kedua adalah bagaimana Wendy’s mengesankan pembaca melalui slogannya. Masalah penelitian ini sangat menarik untuk dianalisis karena masyarakat tidak menyadari bahwa iklan memengaruhi cara berpikir mereka.
Setelah itu, Wendy’s telah menerbitkan 35 slogan sejak tahun 1969 hingga saat ini. Untuk mengungkapkan ide-ide dari slogan dalam iklan Wendy’s, teori yang digunakan adalah salah satu cabang dari linguistik, yaitu stilistika. Menerapkan stilistika membantu peneliti mengidentifikasi dan mengkategorikan rhetorical devices yang digunakan dalam slogan Wendy’s dalam beberapa tahun terakhir. Selain itu, terdapat 30 kuesioner yang dibagikan. Kuesioner ini dibagikan untuk menunjukan rhetorical devices yang paling persuasif di Wendy’s slogan menurut pembaca.
THE IMPRESSION OF RHETORICAL DEVICES IN
WENDY’S
TAGLINES
AN UNDERGRADUATE THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
APRYANTI MADAH MUNTHE
Student Number: 124214105
ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTERS
FACULTY OF LETTERS SANATA DHARMA UNIVERSITY
ii
THE IMPRESSION OF RHETORICAL DEVICES IN
WENDY’S
TAGLINES
AN UNDERGRADUATE THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
APRYANTI MADAH MUNTHE
Student Number: 124214105
ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTERS
FACULTY OF LETTERS SANATA DHARMA UNIVERSITY
v
STATEMENT OF ORIGINALITY
I certify that this undergraduate thesis contains no material which has been
previously submitted for the award of any other degree at any university, and that,
to the best of my knowledge, this undergraduate thesis contains no material
previously written by any other person except where due reference is made in the
text of the undergraduate thesis.
Yogyakarta, August 13, 2016
vi
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma
Nama : Apryanti Madah Munthe Nomor Mahasiswa : 124214105
Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul
THE IMPRESSION OF RHETORICAL DEVICES IN
WENDY’S
TAGLINES
berserta perangkat yg 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, mendistribusilan secara terbatas, dan memublikasikannya di internet atau media lain untuk kepentingan akademis tanpa perlu meminta izin 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 13 Agustus 2016
Yang menyatakan,
vii
viii
In Dedication to
My Supercalifragilisticexpialidocious Parents
ix
ACKNOWLEDGEMENTS
First of all, I would like to express my deepest gratitude to Jesus Christ for His blessing so I can finish my undergraduate thesis and also my study in Sanata Dharma University. Foremost, I also would like to express my deepest gratitude to my family, namely Onom Munthe, Uli Sihombing, Dwyce Octama Munthe, Kyrie Anggito Munthe and Desion Joy Munthe. I may not have had the best toys or gone to the best school but none of that matters because I have the best family in the world. I could not ask for a better family.
I sincerely express my gratitude to my thesis advisor, Dr. B. Ria Lestari, M. S., for her guidance, motivation, and support so that I can finish my undergraduate thesis. Also, I would like to express my gratitude to other lecturers, namely Dr. Fr. Borgias Alip, M.Pd., M.A., Anna Fitriati, S.Pd., M.Hum., and Arina Isti’anah, S.Pd., M.Hum. for the enlightenment and the suggestion. My extended gratitude also goes to all lecturers and staffs in English Letters Department for helping me finish my study.
Besides, my sincere gratitude goes to my friends for struggling together and sharing with each other, namely Yohanes Wira Pratama, Ni Putu Vitria Arizona, Sitoresmi Kriswardani, Julyan Adhitama, Desty Anistya, Pradina Fitryannisa, Femy Nurindah Sari, Christopher Tjia. I also would like to express my gratitude to my lovely SRIKANDI STECE, namely Angela Indah Hapsari, Erma Rosarisa Ginting, Brigitta Alphantaria M., Pasthika Maya, Vanessa Julia, and Agatha Cahya. This quote is for all of my friends, “Think of a special friend or person you admire. Think of the love and appreciation you have for them. Think of the qualities that made them stand out for you” −Jenny Clift. I thank all of you for giving the motivation and helping me finish my undergraduate thesis and also my study.
At last, I would like to thank people who I cannot mention one by one, for the support, prayer, joy, laugh, and motivation. Words are never enough to express my gratitude. When all was said and done, I thank you for sharing your knowledge and experience with me.
x
TABLE OF CONTENTS
TITLE PAGE ... ii
APPROVAL PAGE ... iii
ACCEPTANCE PAGE ... iv
STATEMENT OF ORIGINALITY ... v
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH ... vi
MOTTO PAGE ... vii
DEDICATION PAGE ... viii
ACKNOWLEDGEMENTS ………... ix
TABLE OF CONTENTS ... x
LIST OF CHART, PICTURE, AND TABLES …..……… xi
ABSTRACT ... xii
ABSTRAK ... xiii
CHAPTER I: INTRODUCTION ... A. Background of the Study ... B. Problem Formulation ... C. Objectives of the Study ... D. Definition of Terms ...
1 1 4 4 5
CHAPTER II: REVIEW OF LITERATURE ... A. Review of Related Study ... B. Review of Related Theories ...
1. Stylistics ... a. Schemes ... b. Tropes ... 2. Advertisement ... C. Theoretical Framework ...
6
CHAPTER III: METHODOLOGY ... A. Object of the Study ... B. Approach of the Study ... C. Method of the Study ... 1. Data Collection ... 2. Data Analysis ...
CHAPTER IV: ANALYSIS RESULTS AND DISCUSSIONS ... A. Kinds of Rhetorical Devices Found in Wendy’s Taglines ...
xi
6. Anaphora ... 7. Epanalepsis ... 8. Homoiteleuton ... 9. Rhyme ... 10.Free Verbal Repetition ... 11.Metaphor ... 12.Hyperbole ... 13.Litotes ... 14.Onomatopoeia ... 15.Rhetorical Question ... 16.Periphrasis ... 17.Anthimeria ... 18.Polysemy ... 19.Pun ... B. The Impressions of Wendy’s Taglines toward the Audiences ...
31 Appendix 2: The Questionnaire Distributed ... Appendix 3: Rhetorical Devices Applied in Wendy’s Taglines ……… Appendix 4: The Result of Questionnaires Distributed ... Appendix 5: Rank of Wendy’s Tagline Based on Audiences’
xii
LIST OF CHART, PICTURE, AND TABLES
Chart 4.1. Summary of Analysis Result ... 45
Chart 4.2. The Result of Questionnaires ... 47
Picture 4.1. Wendy’s Logo in 1969 ………..………... 37
Table 2.1. Schemes Rhetorical Devices (Corbett, 1990 and Leech, 1969) ... 9
Table 2.2. Tropes Rhetorical Devices (Corbett, 1990 and Leech, 1969) ... 13
Table 3.1. Wendy’s Taglines from 1969-Present Time ... 18
Table 3.2. The Categories and Scales ... 22
xiii ABSTRACT
MUNTHE, APRYANTI MADAH. The Impression of Rhetorical Devices in Wendy’s Taglines. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2016.
Nowadays, people become familiar with the existence of advertisements. The use of advertisement as a means to communicate is very common today. Besides, the advertisement is also to attract and capture audiences’ attentions. Sometimes, the words, phrases, or sentences used carry some significant meanings or messages. One of the fast-food brand companies playing words in the taglines is Wendy’s. The outlets have been widespread in the world. It is enticing to analyze since Wendy’s uses several means to capture audiences’ attentions in promoting the products.
Subsequently, those facts lead to formulate two research problems analyzed. The first research problem is what kinds of rhetorical devices are used in Wendy’s taglines. The second one is how Wendy’s impresses the audiences through its taglines. These research problems are enticing to analyze because people are not aware that advertising influences their ways of thinking or mnemonic effect. Goddard justifies that “the reader is encouraged to think that they are going to by something that is beyond the reach of the hoi polloi. It is a privileged buy” (1998: 74).
Thereafter, it appears that Wendy’s has published 35 taglines from 1969 until today. To reveal the ideas of taglines within Wendy’s advertisements, the theory applied is one of the linguistic branches, stylistics. Applying stylistics helps the researcher identify and categorize the rhetorical devices used within Wendy’s taglines in recent years. Besides, there are 30 questionnaires. The questionnaire is to show which rhetorical devices appear to be the most persuasive in Wendy’s taglines according to the audiences.
xiv ABSTRAK
MUNTHE, APRYANTI MADAH. The Impression of Rhetorical Devices in Wendy’s Taglines. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Sanata Dharma University, 2016.
Saat ini, masyarakat menjadi akrab dengan adanya iklan. Penggunaan iklan sebagai sarana komunikasi sangatlah familiar sekarang. Selain itu, iklan juga digunakan untuk menarik perhatian pembaca. Kadang-kadang, kata, frase, atau kalimat yang digunakan menyiratkan arti atau pesan penting. Salah satu perusahaan makanan cepat saji yang bermain dengan kata-kata dalam membuat slogan adalah Wendy’s. Wendy’s adalah salah satu perusahaan makanan cepat saji yang terkenal di dunia. Outletnya telah tersebar di seluruh dunia. Hal ini menarik untuk dianalisis karena Wendy’s menggunakan beberapa cara untuk menarik perhatian pembaca dalam mempromosikan produknya.
Selanjutnya, fakta-fakta tersebut mengarah kepada dua masalah penelitian dianalisis. Masalah penelitian yang pertama adalah jenis rhetorical devices yang digunakan dalam slogan Wendy’s. Sedangkan, masalah penelitian yang kedua adalah bagaimana Wendy’s mengesankan pembaca melalui slogannya. Masalah penelitian ini sangat menarik untuk dianalisis karena masyarakat tidak menyadari bahwa iklan memengaruhi cara berpikir mereka.
Setelah itu, Wendy’s telah menerbitkan 35 slogan sejak tahun 1969 hingga saat ini. Untuk mengungkapkan ide-ide dari slogan dalam iklan Wendy’s, teori yang digunakan adalah salah satu cabang dari linguistik, yaitu stilistika. Menerapkan stilistika membantu peneliti mengidentifikasi dan mengkategorikan rhetorical devices yang digunakan dalam slogan Wendy’s dalam beberapa tahun terakhir. Selain itu, terdapat 30 kuesioner yang dibagikan. Kuesioner ini dibagikan untuk menunjukan rhetorical devices yang paling persuasif di Wendy’s slogan menurut pembaca.
1 CHAPTER I
INTRODUCTION
A.Background of the Study
Nowadays, people are familiar with the existence of advertisements. People
can find the advertisement as either electronic or printed one. In The Oxford
Dictionary of English Etymology (1996), the word advertisement is from the
Middle French verb, which is averter. It means warning, attention, notice. In the
early 15th century, along with the current development, the meaning of the
advertisement also develops which means a written statement calling to something
(http://www.etymonline.com/).
According to Goddard (1998: 16), an advertisement is a text functioned to
capture people‘s attention and make people turn to the advertisement itself.
Afterward, the meaning of advertisement leads to how an advertisement affects
the audiences. Looking at some advertisements, people might think what makes it
able to attract the audiences. It may seem simple and cliché, but it plays the
audiences‘ minds. Goddard justifies that ―the reader is encouraged to think that
they are going to by something that is beyond the reach of the hoi polloi. It is a
privileged buy‖ (1998: 74).
As understanding what an advertisement is and how it works, the researcher
finds it interesting to be analyzed. Firstly, people have been accustomed to
advertisements in their daily life. Goddard (1998: 10) mentions that advertising is
idea of the text within the advertisement to the audiences‘ minds. Indeed, not all
advertisements promote branded goods, but there are some advertisements which
educate or inform people about hottest issues, such as corruption and
human-trafficking.
Moreover, advertisements seem to enhance the audiences through either
images, texts, or both of them. It is confirmed by Goddard (1998: 11) that there
are 3 devices of ―attention-seeking‖, such as images, verbal texts, and layouts.
Comprehending advertisements is compulsory since people can reveal the power
of advertisement in enchanting the audiences.
An advertisement includes taglines. Generally, taglines are means to capture
the audiences‘ attentions. Arens (2006: 417) states that a good tagline provokes
audiences‘ attentions and shows the meaning or message. Taglines deal with
words, phrases, or sentences. To put it differently, it means wordplay. Thus, it is
essential for advertisers to use several linguistic features, such as rhetorical
devices.
Nowadays, globalization has brought a lot of influences into Indonesia. The
most visible one is fast-food. There are many fast-food brands found everywhere.
Those fast-food brands definitely give impressions to their audiences. They use
several ways to attract people through their taglines. This phenomenon becomes
interesting since each fast-food brand competes to invent the most eye-catching
and also the catchiest tagline.
Some fast-food brands use writings to attract the audiences, one of which is
The first Wendy’s is built in Columbus, Ohio. Wendy’s grows fast and now it is
spread all over the world. There are over 6,500 outlets worldwide. As a fast-food
brand, Wendy’s does not only work for increasing the profit or income but also
concerns with helping people. In 1992, Wendy’s builds a charity foundation
named Dave Thomas Foundation for Adoption. The foundation is a means of
helping children find their loving parents.
Subsequently, Wendy’s creates several taglines to capture people‘s
attentions. Wendy’s has created and used taglines since 1969. Wendy’s adopts
some linguistic theories in the taglines, specifically about language. Wendy’s
creates taglines, such as ―Quality is our recipe‖ and―Juicy hamburgers and lots of
napkins‖. To make catchy taglines, they also use some rhetorical devices, such as
anaphora, alliteration, and rhyme. Wendy’s taglines become enticing to be
analyzed since it might carry meanings or intensions beyond the words or clauses
used.
Indeed, understanding advertisements is not easy. Linguistics can be the
means to analyze the taglines. Linguistics as the study of language has many
branches, such as morphology and pragmatics. To apprehend the advertisements,
the linguistic theory applied is stylistics.
Stylistics is one of linguistic branches. Afterward, stylistics concerns with
the style of language. Crystal (2008: 460) mentions that stylistics is
Stylistics is applied to reveal the style of words, clause, or sentences within the
advertisements. In stylistics, there are rhetorical devices. To make advertisements
interesting, the advertisers use a part of stylistics, rhetorical devices. People might
not be aware of the use of rhetorical devices though it is often found in daily life,
for example George H. W. Bush‘s campaign slogan ―Don‘t Worry, Be Happy‖. In
the slogan, there is a repetition of the sound /i/ at the end of the phrases which is
rhyme.
B.Problem Formulation
The background above leads to formulate several questions to be analyzed
further. The researcher formulates the questions as follows.
1. What kinds of rhetorical devices are used in Wendy’s taglines?
2. How do Wendy’s taglines impress the audiences?
C. Objectives of the Study
The researcher discusses Wendy’s taglines. The researcher identifies and
categorizes the rhetorical devices used in Wendy’s taglines in years. Furthermore,
the researcher reveals how Wendy’s taglines in recent years impress the audiences.
Thus, by doing such analysis, the researcher can obtain knowledge about
how an advertisement impresses the audiences. The main reason is that nowadays
an advertisement becomes part of society in communication. The analysis also
contributes some basic understanding about advertisements since some people are
study helps English Letters students apprehend the use of rhetorical devices which
are the tools to make an interesting writing.
D.Definition of Terms
The first term is tagline. Arens defines a tagline as ―slogan is a standard
statement of an organization (also called a tagline or a themeline) for
advertisements, salespeople, and company employees. Slogans have two basic
purposes: to provide continuity for a campaign and to reduce a key theme or idea
to a brief, memorable positioning statement‖ (2006: IT19). Solely, a tagline or
slogan is a text created to be memorable for the audiences aims to present the
ideas of several companies or organizations. In the daily life, Prudential Company
is taken as an example. Its tagline is ―Always Listening. Always Understanding‖.
Moreover, since the current study is about identifying the kinds of rhetorical
devices used within the taglines, it is essential to elaborate the definition of
rhetorical devices. Corbett states that rhetorical devices is a technique to ―strike
that happy balance between ‗the obvious and the obscure‘ and to present some
ideas‖ (Cui and Zhao, 2014: 59). Simply, rhetorical devices are various techniques
applied by a writer show some ideas to the reader which its main purpose is
special stylistic effects, such as persuading. One of the rhetorical devices is
antithesis which shows contraries or antonyms and implies a dramatic nuance, for
6 CHAPTER II
REVIEW OF LITERATURE
A.Review of Related Studies
The first related study is taken from Tatjana Dubovičienė and Pavel
Skorupa‘s (2014) entitled The Analysis of Some Stylistic Features of English
Advertising Slogans. The approach used is stylistics. In the journal, they define
and explain the meaning of advertising slogan and its characteristics. They also
identify and analyze some stylistic features used within English advertising
slogans of the world‘s famous brands. Afterward, they evaluate the frequency of
the use of the stylistic features in slogans and identify the most common stylistic
devices used in English advertising slogans. They take printed advertising as the
object of the study which is observed from the linguistic perspective.
The concern of the journal is the language and rhetorical devices used
within the advertising, such as figurative languages, sound techniques, and also
rhetorical devices. Afterward, they reach several findings. Firstly, they define the
advertising slogan as a short catchy phrase related to a specific brand defines. It
presents and helps the customers remember the key concepts of a brand or
advertising campaign. Moreover, they also find out that most of the advertising
slogans contain pun (figurative languages), alliteration (sound techniques), and
repetition (rhetorical devices).
As the researcher reads the journal, there are similarities and differences
object of the study. The data of the current study are Wendy’s taglines while
Dubovičienė and Skorupa‘s journal‘s data are printed advertisements. From the
object of the study, however, there is also similarity which is the concern. Both
studies analyze the language and rhetorical devices within advertisements. Thus,
the journal gives several contributions, such as theories of stylistics and also
stages of how to analyze taglines.
The succeeding related study is from Marlin Evi Priantini‘s undergraduate
thesis entitled Rhetorical Devices in ELLE Magazine Advertisements (2015). The
object of study in the undergraduate thesis is English advertisements‘ headlines in
ELLE magazines issued from January until December 2014. There are two main
problems to analyze, namely types of rhetorical devices used in English
advertisements‘ headlines in ELLE magazines issued from January until
December 2014 and reason for using rhetorical devices in the English
advertisements‘ headlines found in ELLE magazine issued from January until
December 2014. The approach used is discourse analysis. After analyzing the
data, Priantini finds that there are 21 types of rhetorical devices used in ELLE
magazine advertisements. There are also four reasons for using the rhetorical
devices in the advertisements, namely giving persuasive quality, gaining attention,
easing the message process, and leading to greater memorability and recall. The
difference between Priantini‘s undergraduate thesis and the current study is the
B.Review of Related Theories
Analyzing this study, the researcher uses several theories which are applied
to the object, i.e. Wendy’s taglines.
1. Stylistics
Analyzing an advertisement can be seen through linguistic approaches.
Linguistics is the study of language which has many branches. One of the
linguistic approaches is stylistics. To apprehend the advertisements, the linguistic
theory applied is stylistics. Stylistics concerns with the style of language. Crystal
(2008: 460) mentions that stylistics is
a branch of linguistics which studies the features of situationally distinctive uses (varieties) of language, and tries to establish principles capable of accounting for the particular choices made by individual and social groups in their use of language.
From the stylistic perspective, the theory used is rhetorical devices. Today, people
easily find an advertisement around them. However, they are not aware that the
advertisement uses rhetorical devices. The theory adopted from Leech (1969: 75)
states that rhetorical devices are divided in two sections, namely ―schemes‖ and
―tropes‖.
According to Leech and Corbett, in Priantini‘s undergraduate thesis (2015),
those terms, ―schemes‖ and ―tropes‖, are further subdivided. The ―schemes‖ are
subdivided into 30 kinds, while the ―tropes‖ are into 14 kinds.
a. Schemes
According to Leech, scheme is ―the foregrounded repetition of expression‖
(1969: 74). Solely, it means that ―scheme‖ concerns with the expression. It is
Table 2.1. Scheme Rhetorical Devices (Corbett, 1990 and Leech, 1969)
Kinds of Rhetorical Devices
Definition Example(s) given
Prosthesis In prosthesis, there is an addition of syllable in the beginning of a word, but the addition does not change the meaning (Corbett, 1990).
Shakespeare writes in his sonnets, ―All alone, I beweep
my outcast state.‖ He could
have simply written weep, but beweep matches his meter and is more poetic (https://web.cn.edu). Epenthesis In Epenthesis, there is an
addition of syllable in the middle of a word without changing the meaning (Corbett, 1990).
Shakespeare might write, ―A
visitating spirit came last
night‖ (https://web.cn.edu).
Proparalepsis In proparalepsis, the addition of syllable is placed at the end of a word without changing the meaning (Corbett, 1990).
In Shakespeare‘s Hamlet, there is the word climature
by adding the end of the word temperature to climate (1.1.12) (https://web.cn.edu). Aphaeresis In aphaeresis, there is a
subtraction of a syllable at the beginning of a word, but the meaning is the same (Corbett, 1990).
In Hamlet 2.2.561, Hamlet
asks, ―Who should 'scape
whipping‖
(https://web.cn.edu).
Syncope In syncope, the subtraction of syllable is in the middle of a word without
changing the meaning (Corbett, 1990).
In 2 Henry IV, we hear a
flatterer say, ―Your lordship,
though not clean past your youth, hath yet some smack of age in you, some relish of the saltnessof time‖
(1.2.112)
(https://web.cn.edu). Apocope According to Corbett
(1990) and Leech (1969), apocope as a rhetorical device is formed of the subtraction of a syllable at the end of a word which aims to make rhyme within the text.
“If I might in entreaties find success—
As seld I have the chance--I would desire
My famous cousin to our
Grecian tents‖ (4.5.148).
Here the word seldom becomes seld
(https://web.cn.edu). Metathesis In metathesis, there is a
changing and a switching of letters within a word
―Comfortable from
which does not change the meaning. Its purpose is to emphasize particular ideas (Corbett, 1990).
‗perscription‘‖
(http://www.buzzle.com)
Antisthecon In antisthecon, there is a changing of a sound within a word which does not change the meaning carried. It is to make rhyme (Corbett, 1990).
The following pun is accomplished only through Parallelism In parallelism, it focuses
on the similarity of structure within a pair of related word (Corbett, 1990).
Creative people always try to invent something new,
innovative, and unique.
Antithesis In antithesis, it shows contraries or antonyms. Furthermore, it implies a dramatic nuance.
―Evil men fear authority;
goodmen cherish it.‖
(https://web.cn.edu).
Anastrophe In anastrophe, the characteristic is that the formation of the sentence seems strange, but it is accepted syntactically (Corbett, 1990).
T. S. Eliot writes of ―Time present and time past,‖
(https://web.cn.edu).
Parenthesis According to Corbett (1990) and Leech (1969), the parenthesis usually uses commas and dashes to insert some verbal units.
Elizabeth Bishop‘s poem ―One Art‖
—Even losing you (the joking voice, a gesture
I love) I shan‘t have lied. It‘s
evident
the art of losing‘s not too
hard to master
though it may look like
(Write it!) like disaster (http://literarydevices.net). Apposition In apposition, there is a
placement of some coordinates element side by side. The second element explains or modifies the first one (Corbett, 1990).
Ellipsis Ellipsis‘ concern is about omitting the unnecessary
―The European soldiers
word or those which are Asyndeton In asyndeton, there is
omission of conjunction which is to create a fast rhyme (Corbett, 1990).
Been there. Done that.
Bought the t-shirt (https://web.cn.edu).
Polysyndeton In polysyndeton, it uses many conjunctions. It is to imply the expression
worksheet in Stylistics, and a listening assignment in INTET.
Alliteration In alliteration, the initial will be repeated in the next word (Corbett, 1990).
many more merry men (https://web.cn.edu).
Assonance In assonance, both Corbett (1990) and Leech (1969) define assonance as the repetition of vowel, but it is followed by different consonants.
Breathing like one that hath a weary dream (cited from Tennyson, The Lotos-Eaters)
Anaphora Anaphora is the repetition of a word or some group in the beginning of a clause. It is to create rhyme,
We shall fight with growing confidence and growing strength in the air.
We shall defend our island,
whatever the cost shall be.‖
(https://web.cn.edu). Epistrophe In epistrophe, the
repetition of a word or a group of words is at the end of a clause (Corbett, 1990).
―He's learning fast; are you earning fast?‖
(https://web.cn.edu).
Anadiplosis The last word within a clause or sentence is repeated in the next clause or sentence, but it is place in the beginning (Corbett, 1990).
A wreathed garland of deserved praise,
Of praise deserved, unto thee I give,
I give to thee, who knowest all my ways,
My crooked winding ways, wherin I live. (Herbert, A Wreath)
Climax Climax concerns in level. The words are arranged depending on the level of importance (Corbett, 1990).
Some men are born great, some achieve greatness, and some have greatness thrust upon them. (Shakespeare, Twelfth Night)
Antimetabole The words are repeated in sequent clauses, but the arrangement is diverted (Corbett, 1990).
―You can take the boy out of the country, but you can't take the country out of the boy.‖ (https://web.cn.edu). Polyptoton In polyptoton, the
repetition of a word is adopted from the same root. Or simply, it uses the synonym without losing their meaning (Corbett, 1990).
“Choosy mothers choose
Jif,‖ (https://web.cn.edu).
Symploce Symploce is the combination between anaphora and epistrophe. It repeats the initial and the final word in the next clauses or sentences (Leech, 1969).
Red wine is adored of boys Red lips are teasing boys
Homoioteleuton Homoioteleuton is quite similar to rhyme. The difference is the repetition. Homoioteleuton repeated the suffixes (Corbett, 1990).
They are my mistresses
Ms. Rusty and Ms.
Loneliness give me lovely bayberries
Chime Chime is similar to alliteration. However, it
clauses, sentences is repeated. It concerns in the spelling rather than the pronunciation (Leech, 1996).
They come and blend
Free Verbal Repetition
In free verbal repetition, the repetition is the same words, clauses, or
sentences which is place in the next ones (Leech, 1996).
T.S. Eliot's poem Ash-Wednesday
Shall thesebones live? Shall these
Bones live? And that which had been contained
(http://journal-archieves31.webs.com).
From the thirty kinds of schemes, there are 10 kinds used or applied in Wendy’s
taglines, namely aphaeresis, parallelism, asyndeton, alliteration, assonance,
anaphora, epanalepsi, homoiteleuton, rhyme, and free verbal repetition.
b. Tropes
Subsequently, Leech defines trope is ―foregrounded irregularities of
content‖ (1969: 74). Simply, it implies that ―tropes‖ is more to the content within
the texts. Furthermore, it is divided into 14 kinds as below.
Table 2.2. Trope Rhetorical Devices (Corbett, 1990 and Leech, 1969)
Kinds of Rhetorical Devices
Definition Example(s) given
Irony The irony uses the contrast which is to manipulate the emotion (Leech, 1969).
I just love scrubbing the floor.
Metaphor and Simile
Both metaphor and simile compare between the living and unliving object. The difference is simile uses like and as (Corbett, 1990).
Metaphor: ―Success is a
ladder.‖
Simile: ―Her skin was like
alabaster.‖
(https://web.cn.edu)
Hyperbole In hyperbole, it is about exaggerating. Its purpose is to make something sound more than the reality (leech, 1969).
Litotes In litotes, it uses a negative or weak statement to reveal a good impression (Corbett, 1990).
It was not a pretty picture (https://web.cn.edu).
Onomatopoeia Onomatopoeia uses the sound of nature. It mimics the sound, such as boom, purr (Corbett, 1990). Oxymoron In oxymoron, it combines
two contradictories within a clause or sentence. It is to startle the audiences.
Shakespeare's Julius Caesar also makes use of a famous
oxymoron: ―Cowards die
many times before their death‖ (https://web.cn.edu). Rhetorical Question The rhetorical question
uses a form of question which does not need an answer. The purpose is to affect, persuade audiences. Moreover, often it makes audiences introspect due to the question (Corbett, 1990).
Isn‘t it sunny today?
Personification In personification, it describes an unliving thing with human characteristics and abilities (Corbett, 1990).
The wind caresses her hair.
Periphrasis In periphrasis, it
substitutes a descriptive word by a proper name. It is because the proper name is assumed familiar to audiences (Corbett, 1990).
Big man upstairs is an expression for God.
Anthimeria Anthimeria is used by writers when they do not have any word to describe something. They describe it by creating their own words (Corbett, 1990).
―I am going in search of the great perhaps‖ (Rabelais)
(https://web.cn.edu).
Synecdoche In synecdoche, it uses several words which express a partial referring the whole or general referring to particular (Corbett, 1990).
―Twenty eyes watched our
every move‖ (i.e., ten people
Metonym In metonym, it substitutes several nouns by using words linked to it (Corbett, 1990).
The entire movie-making industry is substitutes by
Hollywood
(https://web.cn.edu). Homonym and
Polysemy
Homonym or polysemy is about a word carrying two or more meanings. The meanings carried is also related each other
(O‘Grady & Dobrovolsky,
1989).
ball (toy) – ball (dance event)
Pun In pun, it is about word play. It can use a word whose more than one meaning or adopt words whose pronunciation is similar. Its purpose is creating the sense of humor.
―Johnny B. Good‖ is a pun for ―Johnny be good.‖
(https://web.cn.edu).
However, in Wendy’s taglines, there are 9 kinds of tropes used or applied. They
are metaphor, hyperbole, litotes, onomatopoeia, rhetorical question, periphrasis,
anthimeria, homonym and polysemy, and pun.
2. Advertisement
Another theory is the theory of advertisement since Wendy’s taglines are
included in the advertisement section. According to Goddard (1998: 7), an
advertisement is ―a text or an image attracting people which intends to give
benefits materially or less tangible, such as reputation and fame‖. Simply,
advertisements are means to attract and capture the audiences‘ attentions. Besides,
the goal of attracting and capture the audiences‘ attention is persuading the
audiences to buy the products or do something. To reach the goal, the advertisers
All taglines used for commercial reasons are included in advertising.
Taglines are also known as slogan. Slogan is ―a phrase designed to be memorable,
attaching to a product or service during a particular advertising campaign‖
(Goddard, 1998: 127). It is similar to logo. If logos use images, taglines use
words. Because of using words, advertisers have to choose every word carefully.
The advertisers will use words which carry positive meaning or interpretation.
The word chosen in the tagline give the mnemonic effect. Goddard justifies that
―the reader is encouraged to think that they are going to by something that is
beyond the reach of the hoi polloi. It is a privileged buy‖ (1998: 74).
According to Hopkins, a good tagline must be ―believable‖ and give ―the
right appeal‖ (Madjadikara, 2004: 36). The first element is believable. It means
that while making a tagline, the advertiser has to make sure the advertisement is
not so good as to be unbelievable, such as ―In one snap, poof! You‘re beautiful
just like Angelina Jolie‖. Moreover, the right appeal means the target of the
advertisement. Hopkins believes that people will read the advertisement if it
attracts and captures the right targets. The easy example is when calling someone
named Amy in a crowd, she shout ―Hey Amy!‖ Of course, someone named Amy
will look toward. Besides, other people might also look toward if she shouts
something interesting, namely ―Hey Fat Amy!‖
C.Theoretical Framework
As it is mentioned before, there are two theories used to analyze Wendy’s
researcher uses the theory of rhetorical devices to solve the first problem by
identifying the kinds of rhetorical devices used in Wendy’s taglines. To classify
what kinds of rhetorical devices are used within Wendy’s taglines, each tagline is
analyzed by seeing its characteristics, such as the structures and the expressions,
for instance Wendy’s tagline (1969) is ―Quality is our recipe‖. As the researcher
takes a look at the pronunciation, the phonetic transcription is /ˈkwɒləti/ /iz/ /aʊə/
/ˈresəpi/. From the transcription, Wendy’s tagline (1969) ―Quality is our recipe‖
uses scheme, specifically assonance, because there is a repetition of vowel /i/.
Another theory applied is the advertisement theory. This theory assists the
researcher recover the second problem which is how Wendy’s taglines impress the
audiences. The theory of advertisement is combined with the result of the
questionnaires. Firstly, the questionnaires are distributed. There are 30
questionnaires distributed to the respondents. The respondents are people who
learn English as the second foreign language. Afterward, the result of the
questionnaires distributed is combined with the first findings which are about the
use of rhetorical devices in the taglines. The employment of the advertisement
18 CHAPTER III
METHODOLOGY
A.Object of the Study
The current study is about the employment of rhetorical devices in Wendy’s
taglines. Wendy’s is one of the widely-spread fast food brands in the world.
Wendy’s is firstly introduced by Dave Thomas in 1969. The first Wendy’s is built
in Columbus, Ohio. Wendy’s grows very fast. Wendy’s has been spread all over
the world. Today, there are over 6,500 outlets worldwide.
To persuade the audiences, Wendy’s uses several taglines. As people might
be familiar with them, Wendy’s has created taglines since 1969. Being spread all
over the world, Wendy’s produces taglines in different languages. Wendy’s
taglines are created in many languages, such as Mexico, Venezuela, and
Indonesia. However, there are also some of Wendy’s taglines in English which are
the translations from other language, for instance Wendy’s tagline in Venezuela.
The tagline is ―Wendy’s fits with you‖ which is the translation from Spanish
meaning ―Wendy’s cuadra contigo‖. The object of the current study is the taglines
which are authentically created in English. It appears that there are 35 taglines
which are analyzed. Below are the lists of the taglines.
Table 3.1 Wendy’s Taglines from 1969- Present Time
Tagline Year Wendy’s Tagline
Tagline 1 1969-1978 ―Quality is Our Recipe‖ Tagline 2 1977 ―We fix ‗em 256 ways‖ Tagline 3 1978-1979 ―Juicy hamburgers‖
Tagline Year Wendy’s Tagline Tagline 6 1980 ―Wendy’sHas the Taste‖
Tagline 7 1980-1981 ―Wendy’s Has the Taste You Crave‖ Tagline 8 1981-1982 ―Ain‘t No Reason to Go Anyplace Else‖ Tagline 9 1982-1985 ―You‘re Wendy’s Kind of People‖
Tagline 10 1983 ―Aren‘t you hungry… Aren‘t you hungry?‖ Tagline 11 1983-1984 ―Parts is parts‖
Tagline 12 1983-Present ―It‘s the best time for... Wendy’s‖ Tagline 13 1984-2011 ―Where‘s the beef?‖
Tagline 14 1985-1988 ―Where‘s the beef? Choose Fresh, choose Wendy’s‖
Tagline 15 1987-1993 ―Give a little nibble‖
Tagline 16 1988-1992 ―The best burgers in the business‖ Tagline 17 1989-1998 ―The best burgers and a whole lot more‖ Tagline 18 1997 ―Eat great, even late‖
Tagline 19 1997-1998 ―The Best Burgers Yet‖ Tagline 20 2000-Present ―You can eat great, even late‖ Tagline 21 2001-2005 ―It‘s hamburger bliss‖
Tagline 22 2002-2005 ―It‘s better here‖
Tagline 23 2003-2007 ―It‘s Always Great, Even Late‖ Tagline 24 2005-2007 ―Do what tastes right‖
Tagline 25 2005-Present ―It‘s Good To Be Square‖
Tagline 26 2006 ―Don‘t Compromise. Personalize‖ Tagline 27 2007 ―Thats‘ right‖
Tagline 28 2007 ―Uh Huh‖
Tagline 29 2007-2008 ―Hot Juicy Burgers‖
Tagline 30 2008 ―It‘s waaay better than fast food‖ Tagline 31 2008-2009 ―It‘s waaay better than fast food... It‘s
Wendy’s.‖
Tagline 32 2008-2009 ―It‘s waaaaaaaaaay delicious. It‘s Wendy’s.‖ Tagline 33 2009-2012 ―You know when it‘s real‖
Tagline 34 2012-2014 ―Now that‘s better‖
Tagline 35 2014-Present ―Now that‘s better for the first time‖
All taglines are in a form of sentences and phrases. There are several years when
Wendy’s creates more than one tagline. Since it is a linguistic research, the
researcher analyzes the linguistic element. The linguistic elements analyzed are
B.Approach of the Study
As the researcher apprehends what the linguistic element is analyzed, the
approach applied is stylistics. The linguistic elements discussed are the sentences
and phrases taken from Wendy’s taglines. The sentences and phrases are treated as
the stylistic unit to analyze. Hence, the approach applied is stylistics. According to
Verdonk (2002: 121), stylistics is ―the study of style in language, i.e. the analysis
of distinctive linguistic expression and the description of its purpose and effect‖.
To put it differently, it is about how the language style expresses and affects the
audiences. The approach helps the researcher identify what kinds of language
style are used in taglines. The stylistic approach is proper because it can assist the
researcher find out and identify what kinds of devices are used in the sentences.
C.Method of the Study
1. Data Collection
The current study collects the data from two different sources. The taglines
are from http://www.bestmarketingdegrees.org and https://en.wikipedia.org. The
data are taglines which are reviewed from 1969 until the present time. Wendy’s
produces 35 taglines since then. Wendy’s releases and uses more than one tagline
in several years, such as in 1978 Wendy’s creates 2 taglines. As the researcher
collects all the data, each datum is then explained. The data are treated as the
primary data.
To support the findings, there are 30 questionnaires distributed. The
D8akiSV5O0rh493kG-HzeCktgpYEl58ffYkQRXs/formResponse. The aim of
questionnaires distributed is to prove whether or not the rhetorical devices
employed in the tagline affect the audiences. The questionnaires are distributed to
30 respondents who learn English as the second foreign language. It is more
appropriate to people speaking English because they can capture the message. The
distribution of questionnaires has one aim. The purpose of questionnaires is to
find out how Wendy’s taglines affect the audiences. The result of questionnaires is
also treated as the primary data.
2. Data Analysis
There are several processes conducted to find out the two research
questions. The research questions are to find out the kinds of rhetorical devices
used in Wendy’s taglines and figure out how Wendy’s taglines impress the
audiences. The first step is by categorizing Wendy’s taglines into kinds of
rhetorical devices to answer the first research question. The researcher does a
linguistic analysis on each tagline to find out the rhetorical devices used. Each
tagline is analyzed from its employment of rhetorical devices. The concern is
more in the rhetorical devices which cover phonological (assonance, rhyme),
lexical (metaphor, hyperbole), and structural (ellipsis, parallelism) features. As the
researcher categorizes the data, the data are put into the table so that it is easier to
find out which kinds of rhetorical devices are frequently used.
The second step is to answer the second research question. As the first
research question has been answered, the researcher reveals how Wendy’s
obtained from the questionnaires. There are 30 questionnaires distributed. The
respondents are people who learn English as the second foreign language. In the
questionnaires, the respondents indicate each tagline from scale 1-6. The
questionnaires use the Likert scales which are ―summated-rating or additive
scales because a person‘s score on the scale is computed by summing the number
of responses the person gives‖ (Neuman, 2011: 182). The categories and scales
are as follows.
Table 3.2. The Categories and Scales
Categories in the Questionnaires
Scales Categories in the Total Points
Scales
Very much unattractive 1 Very much unattractive 1-30
Unattractive 2 Unattractive 31-60
Rather unattractive 3 Rather unattractive 61-90 Rather attractive 4 Rather attractive 91-120
Attractive 5 Attractive 121-150
Very much attractive 6 Very much attractive 151-180
Afterward, the result of the questionnaires distributed is measured which
taglines come as the most attractive one. The first step is to find the total points by
using the theory of frequency. Each rank multiplies by its frequency and then
sums it all as follows.
Total Points of Tagline
=
(number of respondents in column 1 × 1) + (number of respondents in column 2 × 2) + (number of respondents in column 3 × 3) + (number of respondents in column 4 × 4) + (number of respondents in column 5 × 5) + (number of respondents in column 6 × 6)
Here is tagline 1 as an example. This is the result after tagline 1 is measured and
No. Wendy’s Taglines Ranks
1 2 3 4 5 6 Tagline 1 ―Quality is Our Recipe‖ 1 0 5 13 10 1
Total Points of Tagline 1
= (1×1) + (0×2) + (5×3) + (13×4) + (10×5) + (1×6) = 124
No. Wendy’s Taglines Total
Points Category
Tagline 1 ―Quality is Our Recipe‖ 124 Attractive
The distribution of questionnaires is to maintain the characteristic of
advertisements which is persuasive. The form of questionnaire are chosen to
determine which rhetorical device appears to be the most persuasive. As relating
the theory of advertisement and the questionnaires about the audiences‘
impression of taglines, the researcher evaluates the findings. The researcher
identifies which the rhetorical devices attract the audiences the most. In due
course, the researcher reveals and proves how Wendy’s impresses and affects the
24 CHAPTER IV
ANALYSIS RESULTS AND DISCUSSIONS
A. Kinds of Rhetorical Devices Used in Wendy’s Taglines
Wendy’s has created several taglines since 1969. Those taglines are created
to catch their audiences‘ attentions. To reach the goal, Wendy’s applies the
rhetorical devices in their taglines. There are 19 rhetorical devices applied in
Wendy’s taglines. Those are aphaeresis, parallelism, asyndeton, alliteration,
assonance, anaphora, epanalepsi, homoiteleuton, rhyme, free verbal repetition,
metaphor, hyperbole, litotes, onomatopoeia, rhetorical question, periphrasis,
anthimeria, homonym and polysemy, and pun.
The data are taken from 1969 until the present day. Those are Wendy’s
taglines which are authentically created in English. There are 35 taglines which
have been created. The taglines are in a form of sentences and phrases. The theory
of rhetorical devices is used to answer the first research question.
1. Aphaeresis
The first rhetorical device is aphaeresis. Aphaeresis is that there is a
subtraction of a syllable at the beginning of a word, but the meaning still remains
the same. Wendy’s tagline employing the aphaeresis is tagline 2.
Tagline 2 ―We fix ‘em 256 ways‖ (1977)
As seen in the tagline, there is a word ‘em. The subtraction in the word ‗em is the
first syllable which is th. If tagline 2 is elaborated, it becomes ―We fix them 256
pronunciation. Consequently, the existence and the absence of the th in tagline 2
does not affect the meaning, namely We fix them 256 ways.
2. Parallelism
The next rhetorical device applied in Wendy’s tagline is parallelism.
Parallelism is about the parallel structure. As the structural form of each tagline is
analyzed, there are three of Wendy’s taglines using parallelism as follows.
Tagline 4 ―Juicy hamburgers andlots of napkins‖ (1978)
Tagline 5 ―Hot-N-Juicy‖ (1979-1980)
Tagline 17 ―The best burgers anda whole lot more‖ (1989-1998)
Firstly, the use of parallelism is to create a coherent sentence or phrase.
Tagline 4, 5, and 17 are combined by the same kinds of phrases, such noun phrase
and adjective phrase. Tagline 4 in 1978 uses parallelism. Tagline 4 says ―Juicy
hamburgers and lots of napkins‖. The tagline is formed by noun phrases, which
are the noun phrase juicy hamburgers and the noun phrase lots of napkins. The
tagline employs the use of conjunction and. The parallel structure of the tagline is
elaborated as follows.
[NP [NP [ADJ Juicy] [N hamburgers]]
[CONJ and]
[NP [ART lots of] [N napkins]]]
As mentioned before, tagline 4 is formed by two noun phrases and conjunction
and. The head of the first phrase is hamburgers while the second one is napkins.
The first noun phrase is a noun modified by an adjective juicy while the second
The next tagline is tagline 5. It says ―Hot-N-Juicy‖. Tagline 5 employs the
parallelism. It is formed by two adjectives, hot and juicy as seen below.
[AP [AP [ADJ Hot]]
[CONJ N]
[AP [ADJ Juicy]]]
As tagline 5 is elaborated, it connects two adjectives. They are the adjectives hot
and juicy. The adjectives hot and juicy are linked by the conjunction and. The
conjunction and is written by capital N as how it is pronounced.
Another tagline sharing the similar pattern is tagline 17. Tagline 17 which is
firstly published in 1989 is formed by two noun phrases. The parallel structure of
the tagline is elaborated as follows.
[NP [NP [ART The] [ADJ best] [N burgers]]
[CONJ and]
[NP [ART a] [ADJ whole] [N lot] [ADV more]]]
Tagline 17 has two noun phrases. The noun phrases are the best burgers and a
whole lot more. The head of the first phrase is burger while the second one is lot.
Both of the noun phrases are connected by the conjunction and.
3. Asyndeton
Another rhetorical device found in Wendy’s tagline is asyndeton. Asyndeton
is the omission of conjunction (Corbett, 1990). The asyndeton is applied in one
out of 35 taglines, tagline 26.
Tagline 26 ―Don‘t Compromise. Personalize‖ (2006)
Here, there are two sentences. The first sentence is Don’t Compromise while the
second one is Personalize. The verbs from each sentence have an opposite
conjunction but. Subsequently, the employment of the asyndeton has a specific
aim which is to create a fast rhyme. Consequently, the audiences might interpret
tagline 26 as I do not compromise, but I can have my order as I want.
4. Alliteration
The fifth rhetorical device applied is alliteration. Alliteration is about
repetition of the initial consonant sound for the following word. The alliteration is
obviously seen in 10 Wendy’s taglines as follows.
Tagline 2 ―We fix ‗em 256 ways‖ (1977)
Tagline 11 ―Parts is parts‖ (1983-1984)
Tagline 14 ―Where‘s the beef? Choose Fresh, choose Wendy’s‖ (1985
-1988)
Tagline 16 ―The best burgers in the business‖ (1988-1992)
Tagline 17 ―The best burgers and a whole lot more‖ (1989-1998)
Tagline 19 ―The Best Burgers Yet‖ (1997-1998)
Tagline 30 ―It‘s waaay better than fast food‖ (2008)
Tagline 31 ―It‘s waaay better than fast food... It‘s Wendy’s.‖ (2008-2009)
Tagline 32 ―It‘s waaaaaaaaaay delicious. It‘s Wendy’s.‖ (2008-2009)
Tagline 35 ―Now that‘s better for the first time‖ (2014-Present)
Firstly, tagline 2 creates alliteration by placing the consonant /wi:/ in the word we
and ways /weɪz/. As seen in tagline 11, the initial consonant sound is repeated.
The sound of /p/ from the word part is repeated again in the word part.
Meanwhile, tagline 14 applies alliteration in the word where‘s /wers/ and Wendy’s
words best /best/ and burgers /ˈb ːɡəz /. The repetition is the sound /b/. The
similar pattern also appears in tagline 30, 31, 32, and 35. However, there is a
difference. The difference lays in the consonant sounds which are repeated.
In due course, there is an aim for using the alliteration in the taglines. It is to
make the tagline easy to remember. As it is justified by Leech (1969), the use of
alliteration in the advertisement is to urge the audiences remembering words in
the ad easily. Another purpose is to produce an organized sentence or phrase.
5. Assonance
Another rhetorical device from scheme is assonance. In assonance, both
Corbett (1990) and Leech (1969) define assonance as the repetition of vowel, but
it is followed by different consonants. There are 20 taglines which use assonance
as follows.
Tagline 1 ―Quality is Our Recipe‖ (1969-1978)
Tagline 4 ―Juicy hamburgers and lots of napkins‖ (1978)
Tagline 7 ―Wendy’sHas the Taste You Crave‖ (1980-1981)
Tagline 8 ―Ain‘t No Reason to Go Anyplace Else‖ (1981-1982)
Tagline 9 ―You‘re Wendy’sKind of People‖ (1982-1985)
Tagline 12 ―It‘s the best time for... Wendy’s‖ (1983-Present)
Tagline 14 ―Where‘s the beef? Choose Fresh, choose Wendy’s‖ (1985
-1988)
Tagline 15 ―Give a little nibble‖ (1987-1993)
Tagline 16 ―The best burgers in the business‖ (1988-1992)
Tagline 18 ―Eat great, even late‖ (1997)
Tagline 19 ―The Best Burgers Yet‖ (1997-1998)
Tagline 20 ―You can eat great, even late‖ (2000-Present)
Tagline 21 ―It‘s hamburger bliss‖ (2001-2005)
Tagline 23 ―It‘s Always Great, Even Late‖ (2003-2007)
Tagline 25 ―It‘s Good To Be Square‖ (2005)
Tagline 26 ―Don‘t Compromise. Personalize‖ (2006)
Tagline 30 ―It‘s waaay better than fast food‖ (2008)
Tagline 31 ―It‘s waaay better than fast food... It‘s Wendy’s.‖ (2008-2009)
Tagline 32 ―It‘s waaaaaaaaaay delicious. It‘sWendy’s.‖ (2008-2009)
Tagline 1 has a repetition of the vowel /i/. The repetition /i/ lays in the word
quality /ˈkwɒləti/, is /iz/, and recipe /ˈresəpi/. Tagline 15 places the assonance or
the vowel /ɪ/ in the words give /ɡɪv/, little /ˈlɪt(ə)l/, and nibble /nɪb(ə)l/. Tagline 32
also repeats the vowel /ɪ/ in the words it’s /ɪts/ and delicious /dɪˈlɪʃəs/. Likewise,
the repetition of vowel /ɪ/ lays in tagline 21 which is in the word it’s /ɪts/ and bliss
/blɪs/. In tagline 9, the vowel /ə/ is repeated in the word you’re /jə/, of /əv/, and
people /ˈpiːp(ə)l/. Another vowel repeated is vowel /ə/ in tagline 30. It is in the
word better /ˈbetər/ and than /ð(ə)n/.
Subsequently, from its pronunciation, tagline 4 repeats several vowels,
namely /ə/, /ɒ/ and /æ/. The short vowel /ə/ is found in the words hamburgers
/ˈhæmb ːɡəz/ and and /ənd/. The vowel /æ/ is found in the words hamburgers
/ˈhæmb ːɡəz/ and napkins /ˈnæpkɪn/. Another vowel, the vowel /ɒ/, is found in
The vowel /eɪ/ is placed in the words ain’t /eɪnt/ and anyplace /ˈenɪpleɪs/, while
the vowel /e/ is placed in anyplace /ˈenɪpleɪs/ and else /els/. Tagline 12 places the
assonance in the words best /best/ and Wendy’s /ˈwendiz/. Meanwhile, tagline 31
happens to have the similar the repetition of the vowel /e/ in the words better
/ˈbetər/ and Wendy’s/ˈwendiz/.
Tagline 18 repeats the vowels /i:/ and /eɪ/. Tagline 18 places the long vowel
/i:/ which is found in the words eat /iːt/ and even /ˈiːv(ə)n/. Further, the vowel /eɪ/
also repeated is found in the words great /ɡreɪt/ and late /leɪt/. Meanwhile, in
tagline 23, the repetition of the vowel /eɪ/ lays in the words always /ˈɔːlweɪz/,
great /ɡreɪt/ and late /leɪt/. Another tagline also repeating the vowel /eɪ/ is tagline
7. It lays in the words taste /teɪst/ and crave /kreɪv/. Subsequently, the similar
pattern happens in tagline 25. Tagline 25 has the repetition of the vowel /ʊ/. Both
of the words good /ɡʊd/and to /tʊ/ consist of the vowel /ʊ/. Another vowel which
is repeated is the vowel /ə/. It is pronounced in the words in tagline 26, namely
compromise /ˈkɒmprəmʌɪz/, and personalize /ˈp :s(ə)n)lʌɪz/. The next tagline also
repeats the similar vowel is tagline 16. The repetition is found in the words
burgers /ˈb :ɡəz/ and business /ˈbɪznəs/. Furthermore, tagline 14 lays the
assonance in the words fresh /freʃ/ and Wendy’s/ˈwendiz/ which is the repetition
of the vowel /e/.
In due course, the use of assonance creates a rhyme while the tagline is
pronounced. The mnemonic effect is Wendy’s employs the assonance for two
reasons. Firstly, it overplays the words inside the taglines. Besides, the
inside the taglines because of its rhyme (Corbett, 1990). Those lead the audiences
to the goal of the advertisement which is to buy the product. It is known as the
mnemonic effect. The mnemonic effect happens when the audiences are
persuaded to buy the product by the advertisement (Crystal, 2008: 321).
6. Anaphora
The next rhetorical device is anaphora. Anaphora is about the repetition of a
word or group in the beginning of a clause. There are 3 Wendy’s taglines applying
the anaphora as follows.
Tagline 14 ―Where‘s the beef? Choose Fresh, choose Wendy’s‖ (1985
-1988)
Tagline 31 ―It’s waaay better than fast food... It’sWendy’s.‖ (2008-2009)
Tagline 32 ―It’s waaaaaaaaaay delicious. It’sWendy’s.‖ (2008-2009)
The first tagline published in 1985 is tagline 14. It says ―Where‘s the beef?
Choose Fresh, choose Wendy’s‖. Tagline 14 is formed by two sentences. As
analyzed, tagline 14 repeats the similar word in the second sentence. It repeats the
word choose.
Meanwhile, the next two taglines which are tagline 31 and 32 happen to
have the same repetitions. Both of tagline 31 and 32 use the same repetitions, the
word it’s. According to Corbett (1990), the repetitions of the words choose and
it’s are used to create rhyme, strengthen the emotion carried, and emphasize the
idea.
Thereafter, there are several reasons for applying the anaphora in the
