A STUDY ON LANGUAGE STYLE IN AIRLINE
ADVERTISMENTS IN
TIME
MAGAZINE
AN UNDERGRADUATED THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
GANIS WIDYAPSASMI Student Number: 074214024
ENGLISH LETTERS STUDY PROGRAMME
DEPARTMENT OF ENGLISH LETTERS
FACULTY OF LETTERS
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2011
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A STUDY ON LANGUAGE STYLE IN AIRLINE
ADVERTISMENTS IN
TIME
MAGAZINE
AN UNDERGRADUATED THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
GANIS WIDYAPSASMI Student Number: 074214024
ENGLISH LETTERS STUDY PROGRAMME
DEPARTMENT OF ENGLISH LETTERS
FACULTY OF LETTERS
SANATA DHARMA UNIVERSITY
YOGYAKARTA
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Dedicated foremost to my beloved parents,
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LEMBAR PERNYATAAN PERSETUJUAN
PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
Yang bertanda tangan dibawah ini, saya mahasiswa Universitas Sanata Dharma:
Nama : Ganis Widyapsasmi
Nomor mahasiswa : 074214024
Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul :
“A STUDY ON LANGUAGE STYLE IN AIRLINE ADVERTISEMENTS IN
TIME MAGAZINE”
Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di Internet atau media lain untuk kepentingan akademis tanpa perlu meminta izin dari saya maupun memberikan royalty kepada saya selama tetap mencantumkan nama saya sebagai penulis.
Demikian pernyataan ini saya buat dengan sebenarnya. Yogyakarta, 7 November 2011
Yang menyatakan
Ganis Widyapsasmi
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ACKNOWLEDGEMENTS
First of all, I would thank Jesus Christ who lead me, guide me and strengthen me in every step of my life. I never feel alone because You always be here beside me.
I am grateful to my advisor, Dr. Francis Borgias Alip, M.Pd., M.A. for his guidance and suggestion to finish my thesis. I also express my gratitude to my co-advisor, Adventina Putranti, S.S.,M.Hum., for her valuable suggestion and advice.
I dedicated this thesis to my beloved family, for their support and unlimited love. Foremost I would dedicate it to my father, Teguh Wiratmo and my mother, Dewi Purbandini. Pardon if I could not be the best but I will always do my best. I will always try to make you proud. Thank for your pray, support, love, and care. My sincere thank also goes to my sister, Disma Widyapsih and my brother, Danalan Louisa, thank for always be beside me day and night.
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Lastly I would thank all of my friends in English Letters 2007 and Linguistic Class. I also would like to express my appreciation to all lectures and staff in English Letters Department of Sanata Dharma University.
Ganis Widyapsasmi
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TABLE OF CONTENTS
TITLE PAGE ... i
APPROVAL PAGE ... ii
ACCEPTANCE PAGE ... iii
MOTTO PAGE ... iv
DEDICATION PAGE ... v
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI ... vi
ACKNOWLEDGEMENT ... vii
TABLE OF CONTENTS ... ix
ABSTRACT ... xi
ABSTRAK ... xii
CHAPTER I: INTRODUCTION ... 1
A. Background of the Study ... 1
B. Problem Formulation ... 3
C. Objectives of the Study ... 3
D. Definition of Terms ... 4
CHAPTER II: THEORETICAL REVIEW ... 6
A. Review of Related Studies ... 6
B. Review of Related Theories ... 7
1. Language Style ... 8
2. Theory of Advertisement ... 14
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CHAPTER III: METHODOLOGY ... 22
A. Object of the Study ... 22
B. Approach of the Study ... 23
C. Method of the Study ... 23
D. Research Procedure ... 23
CHAPTER IV: ANALYSIS ... 25
A. Language Style used in airline advertisements ... 25
B. Significance of each Language Style ... 41
CHAPTER V: CONCLUSION ... 43
BIBLIOGRAPHY ... 45
APPENDICES ... 47
Appendix 1 ... 47
Appendix 2 ... 51
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
xi ABSTRACT
GANIS WIDYAPSASMI. A Study on Language Style in Airline Advertisements in Time Magazine. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2011
Language has some roles in human life. Human use language for communicate each others. Moreover language also can be a tool to persuade and influence people. Language plays an important role in advertisement texts. The use of language style can make the advertisement more attracting and impressing to the readers. The creative use of language style can make an advertisement attractive and impressive. The writer is curious to investigate the advertisement texts by analyzing the headline. The writer chooses airline advertisement texts to be investigated. The airline advertisements are selected because of its use of language which is unique and attractive. The advertisers use both figurative and literal language in their texts. The use of figurative language, including idioms, and literal language make the advertisement more vivid.
This thesis covers two main problems. The first problem tends to investigate the use of language style in airline advertisement in Time magazine. The second problem is to find out the significance of each language style. In this thesis, the term of language style limited in the use of figurative and literal language.
In order to investigate the data, the writer applied the method of empirical research. The writer did some steps to answer those two problems. First, the writer collected the data from Time magazine issued from July 9th , 2007 till September 15th , 2008. In analyzing the texts the writer uses only the headline of the airline advertisements. There are 40 data taken in doing the analysis. The second was data analysis, the writer analyze the data by classifying the data according to each language style. Then, the writer found out the significance of each language style.
xii ABSTRAK
GANIS WIDYAPSASMI. A Study on Language Style in Airline Advertisements in Time Magazine. Yogyakarta: Jurusan Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2011
Bahasa memiliki beberapa peran dalam kehidupan. Manusia menggunakan bahasa untuk berkomunikasi satu sama lain. Selain itu, bahasa juga bisa menjadi sarana untuk memersuasi dan mempengaruhi orang. Bahasa juga memiliki peran yang penting dalam teks iklan. Penggunaan gaya bahasa bisa membuat iklan menjadi lebih menarik dan mengesankan untuk dibaca. Penggunaan gaya bahasa yang kreatif bisa membuat iklan menjadi lebih menarik dan mengesankan. Penulis sangat ingin meneliti teks iklan dengan cara menganalisis headline dari iklan tersebut. Penulis memilih teks iklan dari perusahaan penerbangan untuk diteliti. Iklan dari perusahaan penerbangan dipilih karena penggunaan bahasanya yang unik dan menarik. Pemasang iklan menggunakan bahasa kiasan dan harafiah dalam membuat teks iklan. Penggunaan gaya bahasa termasuk idiom, dan bahasa yang harafiah membuat iklan menjadi lebih hidup
Skripsi ini mencakup dua permasalahan. Permasalahan yang pertama yaitu penelitian terhadap penggunaan gaya bahasa pada iklan penerbanagn di majalah
Time. Permasalahan yang kedua mencari sisi penting dan makna dari setiap gaya bahasa. Dalam skripsi ini, istilah gaya bahasa hanya mengacu pada penggunaan bahasa kiasan dan bahasa harafiah.
Untuk meneliti data-data tersebut, penulis menggunakan metode empiris. Penulis juga melakukan beberapa tahap untuk menjawab kedua permasalahan. Pertama-tama, penulis mengumpulkan data-data dari majalah Time mulai dari edisi 9 Juli 2007 sampai dengan 15 September 2008. Dalam menganalisis teks iklan, penulis hanya menggunakan headline dari keseluruhan bagian iklan. Data-data yang diambil unutk analsis ada sekitar 40 buah. Untuk proses selanjutnya adalah analisis data, penulis menganalisis data-data dengan cara mengelompokkan data-data ke dalam setiap jenis gaya bahasa. Kemudian, penulis mencari makna dari setiap gaya bahasa.
Hasil dari penelitian dapat diperoleh dari analisis yang sudah dilakukan. Dari 40 data, ada 8 data yang mengandung bahasa harafiah. Dari 32 data yang menggunakan bahasa kiasan ada, 10 data memakai metafora. Dari keseluruhan data yang sudah dianalisis, yang paling jarang digunakan adalah alegori dan ironi bahkan keduanya tidak digunakan sama sekali. Lebih dari separuh dari dari data mengguankan bahasa kiasan. Tingginya penggunaan bahasa kiasan dalan iklan menunjukkan bahwa bahasa kiasan dianggap sebagai sesuatu yang unik dan menarik yang dapat menimbulkan rasa ingin tahu. Sehingga pembaca akan membaca badan teks yang mengandung informasi dari produk tersebut. Pemasang iklan menggunakan bahasa harafiah dengan mempertimbangkan bahwa dalam membuat headline mereka harus membuatnya sederhana dan mudah dimengerti. Oleh karena itu mereka menggunakan kata-kata yang biasa digunakan yang secara harafiah dapat dikenali.
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INTRODUCTION
CHAPTER I
A. Background of the Study
Language is a tool of communication. People use language to communicate their feeling or ideas. Language has been developed from time to time. Language becomes important for human being because it is used in everyday life. Language has some roles in human life. Humans may use language for purely aesthetic reasons, for example in writing poetry. They also use language for persuading and influencing others. The way the use language to persuade and influence other people are various. And one of the most concrete is in the advertisement.
Advertisements can be found everywhere in everyday life. The various media can be classified into several ways. One of the classifications is media classified by type. There are 4 types of media classification by types, such as print media, broadcast media, direct and specialty media and out-of-home and directory media. (Gilson, 1980:267)
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television, reading habits declined. But despite the competition from the broadcast media, newspaper and magazines have remained important media vehicles to both consumers and advertisers.
The role of magazines and newspapers in the advertiser’s media plan differs from that of the broadcast media. The print media are not intrusive like radio and TV, and they generally require some effort of the reader for the advertising message to have an impact. The readers can have an impact from the advertisement they read through words or picture which are used in the advertisements.
Advertisers and journalist, for example, love to play with language in many of the same ways as poets and novelist (Jeffries, 1998: 236). According to Aitchison (2003: 155) there are three major ways in which advertisers get their effect. They write it large, they make it short, they make it ‘jingly’. Creative use of language style also takes some roles to create an impact to increase selling as it can catch and hold the reader’s attention.
obviously, the language is generally laudatory, positive, unreserved, and emphasizing the uniqueness of a product. The vocabulary tends to be vivid and concrete. Figurative expressions are common. And considerable use is made of inexplicit grammatical construction.
In this thesis the writer analyzed the advertisement text in the magazine. The advertisements chosen are airline advertisements in Time.
The writer analyzed only the headline of the advertisement because headline the headline was considered the single most important element in ad (Gilson,1980:405). Language style of the advertisement will be the focus of analysis in this study.
B. Problem Formulation
In this research there are two questions the writer used to analyze the data, which are formulated as follow:
1. What language styles are used in airlines advertisements in Time Magazine?
2. What is the significance of the use of language style in airline advertisements in Time magazine?
C. Objectives of the Study
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the analysis into what type of figurative language which employed in each advertisement.
And the second problem aims to find the significance of the use language style in the advertisement. In this study the writer use Time Magazine where can be found some advertisements which can be the data to this study. To make it more specific, the writer only analyzes the data from the airlines advertisements.
D. Definition of Terms
To avoid misunderstanding and misleading interpretation, it is important to know some definition of terms used in this study. The terms that will be used in this study are figurative speech, idiom, advertisement, and magazine.
Stylistics can be defined as the analysis of distinctive expression in language and the description in language and the description of it purpose and effect (Verdonk, 2002:4). Briefly, stylistic is the study of style in language. The use of style in language has a direct and powerful effect on the reader (2002:3). Therefore stylistic is an effective way to make a persuasion such an advertisement.
speech seems to be more direct and straightforward. Idiom is an expression which cannot be understood from literal meaning of the words of which it is composed (Peaty, 1983:2)
Magazine is a printed collection of texts (essays, articles, stories, poems), often illustrated, that is produced at regular intervals (Kuiper, 1995:712). There are some points to consider related to the definition of magazine. McLaughlin (2000:1) stated that the first point to note is the reference to frequency. Magazines are issued at regular intervals either weekly, fortnightly, monthly or quarterly. The next reference is to the material form of magazines. Paperback is a term now used to refer to a type of book rather than magazine. The quality of the material of today’s magazines can vary; weekly publications are made of a cheaper quality paper whereas monthly magazines are higher quality, often using glossy paper. The last reference in the definition of magazine concerns the content of magazine-articles, fiction and photograph- which relates to the original meaning of the word magazine, storehouse of information. The writer uses magazine as a media to collect the data. Magazine is a printed media which contains a lot of advertisements.
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CHAPTER II
THEORETICAL REVIEW
Chapter II contains three parts. The first part is Review of Related Studies by Ismiyanto in case of the language style on Marlboro advertisements. The second part is Review of Related Theories. Those theories provided to analyze the data. They concern about the language style and advertisement. The third part is Theoretical Framework. This part will cover the important review of related theories in answering the problems.
A. Review of the Related Studies
In this part the writer will review a previous study by Ignatius Agung Ismiyanto entitled “A Study of Language Style on Marlboro advertisement Texts”. Ismiyanto investigates the language style by analyzing the element of writing and linguistic feature.There are some types of writing, and persuasive is often used in advertisement texts. Ismiyanto investigates the functions of writing which are shown in the advertisement texts, moreover he also examined the way the writing technique and linguistic features can create persuasion.
advertisement from the catalogue of Marlboro from 1951-1994. And there are 24 data taken.
Unlike Ismiyanto who analyzed the language style by its writing type, the writer analyzed the texts by language style which is used by copywriter in airline advertisements in Time. The writer also collected the data from printed magazine and focused only in the airline advertisements. The language style will be identified by analyzing the headline of each advertisement. The frequency of each datum also be analyzed, which style is mostly and which one is rarely used. And the significance of each language style also will be investigated.
B. Review of the Related Theories
In this part the writer includes some theories to analyze the data, in order to give limitation and to draw conclusion.
1. Language Style
Style is indeed a distinctive way of using language for some purpose and to some effects (Verdonk, 2002:5). The use of certain style determined by purposes for instance is to create persuasive effect. Different choices will produce different styles and thereby different effect. In fact, all the devices which have been used to create an attention seeking and effective headline are the result of the choice of certain forms and structures over others (2002:5-6). Such conspicuous elements hold promise of stylistic relevance rouse the reader’s interest or emotions.
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(Goddart, 1998:6). There is a message which will be sent from the addressers to the addresses. To make the addresses understand the purpose of the message, the addresser should choose right language to communicate. Alip (1993: 37-38) stated when two people decide to communicate with each other. They will try to find a means which enable them to understand each other’s message. For this purpose, they will choose certain language that they feel more effective and efficient.
The advertisers use language to communicate their purpose to the reader, in order to make the readers understand the message of the ads. If the readers can easily understand the message and they are attracted, they will buy the products being advertised, the goal are achieved.
The structures of language that then also become foregrounded elements in text consist of four levels such as typography, sounds, word-choices, and grammar or sentence structures (2002:6). Based on Cambridge Advanced Learner’s Dictionary, typography means the style, size arrangement of the letters in a piece of printing for instance a larger and bolder typeface, the use of a dash in a conspicuous place. The elements of sound include alliteration, rhythm, balanced stress pattern, rhyme, and other phonetic effects which are noticeable to the reader (Cristal, 1987:390). The choice of grammar and structure such as elliptical sentence usually made of inexplicit grammatical construction which lend an air of vagueness, for example :X cost less(than what?), Many people say…(who?). And the last elements is word choice which include the vocabulary, the use of figurative expression and idiom.
The following explanation is the theory including the diction or word choice which specified into figurative language and idiom.
1) Figurative Language
Comparing to literal language which means the basic meaning of a word, there is figurative language. Figurative language is language using figurative speech. According to Perrine (1969:65) figurative speech broadly defined as any way of saying something other than the ordinary way. Unlike literal speech, figurative speech implies meaning which is distinct. It can be imaginative comparison or contradictory. Every use of figurative language involves a risk of misinterpretation, tough the risk is well worth taking. Fortunately all people have imagination to some degree, and imagination can be developed (Perrine, 1969:715).
Figurative language affords us imaginative pleasure. Imagination might be described in one sense as that ability of the mind that proceeds by sudden leaps from one point to another.
Figures of speech are a way of bringing additional imagery into verse, of making the abstract concrete, of making something more sensuous. It is also a way of adding emotional intensity to otherwise merely informative statements and of conveying attitudes along with information. Figures of speech are an effective means of concentration, a way of saying much in brief compass.
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a. Metaphor
Metaphor (Perrine, 1969:65) means comparing things that are essentially unlike. The comparison is not expressed but is created when a figurative term is substituted for identified with the literal term. Metaphor may take one of four forms, depending on whether the literal and figurative terms are respectively named or implied. The first form, both the literal and figurative terms are named. The second form, the literal term is named and the figurative term is implied.
The third form of metaphor, the literal term is implied and the figurative term is named. And the last one is both the literal and figurative terms are implied. In the sentence, “Thy word is a lamp unto my feet, and a light unto my path”, would compare two things between word and lamp. Both can brings the light, even they essentially are two very different things. b. Simile
Simile (Perrine, 1969:65) used as a means of comparing things that are essentially unlike. It expresses likeness between persons or things that are in most respects unlike. It compares two things by asserting that one is like the other. The comparison is expressed by the use of some word or phrase, such as like, as, similar to, resembles, or seems. Those words used to transfer to A qualities or feeling associate with B. For example : I wandered lonely as a cloud. The sentence contains simile since it comparing two things between I and a cloud and it is expressed with the word as.
c. Synecdoche
Synecdoche (Perrine, 1969:69) means the use of a word in a broadened sense that includes the ordinary meaning as one aspect, for example : Twenty hands are employed in the factory. Hands means the whole human beings, not just the hands (one part of human body)
d. Metonymy
Metonymy means the use of something closely related to for the thing actually meant (Perrine, 1969:69). For example in the sentence “The pulpit is a great power”. The pulpit is used as a sign for the man in the sermon. When the priest delivered sermon, He or She always stand behind the pulpit. So it is just like a power for the priest
e. Irony
The opposite of what one means. Generally speaking, irony is a literary device or figure that may be used in the service of sarcasm or ridicule or may not(Perrine, 1969:113), for example : Here’s some bad news for you. You all got A’s and B’s. It is ironic because when the teacher said that there are some bad news for the students. They must think that they will get bad marks for the exam, but in contrary all of the students got A and B. f. Personification
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they should be used with restrained. For example : And all the little roofs of the village bow low pitiful, beseeching, resigned. The little roofs are inanimate objects but it stated as if they have qualities of human being. g. Hyperbole (Overstatement)
Hyperbole means exaggeration, but exaggeration in the service of truth. Overstatement may be used with a variety of effects. It may be humorous or grave, fanciful or restrained, convincing or unconvincing (Perrine, 1969:110). Like all figures of speech, overstatement ,may be used with a variety of effects,for example : His leg bestride the ocean. It is exaggerating because the speaker did not really mean what is being said. h. Litotes (Understatement)
Perrine (1969:111) stated that Litotes means saying less than one means, may exist in what one says merely in how one says it. It is a quantitative diminishing of one of the properties of an object, state, and so on. In the statement, a citizen of no mean city employed understatement because the speaker says less than it means.
i. Allegory
rich than the symbol, allegory is an effective way of making the abstract concrete. The sentence “ I see a star above your head” contains meaning that sentence the speaker would say that the hearer will get a fortune.
j. Apostrophe
Related to personification, apostrophe consist in addressing someone absent or dead or something nonhuman as if that person or thing were present and alive and could reply to what is being said (Perrine, 1969:67). Just like personification, apostrophe uses the way of giving life and immediacy of one’s language. Apostrophe employed in the statement, “Milton! You should be living at this hour”. It expresses as if Milton was present, and can have a conversation to him.
2) Idiom
Idiom is sequences of words whose meaning cannot be predicted from the meaning of the words themselves (Palmer, 1976:36). Semantically, idioms are single units, but they are not single grammatical units like words. Peaty (1983:2) stated that idiom cannot be understood from the literal meaning of the words of which it is composed. For example, give inis an idiom meaning “surrender”. This idiomatic meaning is completely unrelated with the literal meanings of the individual words give and in.
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change one of a lexeme for example into put a stocking in it orput a sock on it,
itmust be interpreted literally.
For it is a fixed expression we cannot put additional words within the phrases like we put the adverb quickly intothe phrasego the whole hog. Unlike the fixed expression of an idiom, it is possible to insert words into a literal sentence.
Idiom is more or less invariable or fixed in form or order in a way that makes them different from literal expression. That is what it sometimes called ‘frozen’ or ‘dead’ or ‘fixed’ metaphor (Cruse, 1986:41)
2. Theory of Advertisement
As with literary text, advertisements often have complex sets of addressers and addressees. Advertising is not just about commercial promotion of branded products, but can also encompass the idea of texts whose intention is to enhance the image of an individual, group or organization. According to White (1980 :5) the role of advertising is very simple, to sell. If it is fails to do that, in one way or another, there is little point in it. As long as advertisers delivered enough advertising against the right consumers the result could be measured in sales. There are some general rules which may apply to ads in all media. Every advertisement should embody a clear, straightforward, proposition. It should be offering the potential buyer at least one, possibly only one. Any product has some characteristic which can be developed so as to make it unique
Make an advertisement in a few words as possible. It may ignore grammar which seems to be assumed by many advertisers that this sort of thing makes it simpler for the public to take in. White (1980:77) assumed that a long copy advertisement can work, for examples for durable, especially cars, for financial services and products, and for slightly unfamiliar holiday products. As long as they can make it is readably presented and interesting. Basically the length of copy is determined by the complexity of the message to be communicated. In general, words should not be wasted; they should be used if they are needed.
The most important point to advertise is originality, advertising is to attract attention. It can do this by using specifically attention, such as an enormous headline in the press, whistles or other unusual sounds on TV or radio, flashing lights on TV or cinema. But these are likely to be artificially imposed in the context of an ad. Advertiser is needed to be creative and always make some innovations. It is far more desirable to develop a style of advertising that fits the brand and has a relevant built-in attention-getting effect. The effect may be visual or verbal, in sound or music and trick of photography (White, 1980:79).
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remind, influence, change opinions; they even, perhaps, change emotions and attitudes. The use of language can be said to be ‘selling something’. It means that language also important part in the advertisement, beside memorable image and the famous personality
Advertisement can employ other varieties of language in its service (Cristal 1995:388) ; any fragment of human condition can be found in an advertisement. Lexically, it tends to use words which are vivid, concrete, positive, and unreserved. Grammatically, it is typically conversational and elliptical and often vague. It uses highly of figurative expression, deviant graphology, and strong sound effect, such as rhythm, alliteration, and rhyme.
According to Bovee and Arens(1982: 307)The key elements in print advertising are the headline, illustration, subhead, body copy, captions, boxes and panels, slogans, logotypes, seals, and signatures.
a. Headlines
The headline is considered by many to be the most important element in print advertisement. The term headline refers to the words in the leading position in the advertisement-that is, the words that will be read first or that are positioned to draw the most attention. As result, headlines are usually seen in larger type than other portions of the advertisement.
may qualified by demographic (age, sex, income) or psychographic criteria. Third, the headline should lead the reader directly into the body copy. The headline must present the complete selling idea. It creates the mood, suggest the image, asks for the sale, and states the brand name, all at once. Not only that, it is memorable and identifiable with the product. The benefit to the readers should be readily apparent and easy to get, therefore the headline should promise the costumer benefit. Consumers look for new products, new uses of old products, or improvements on old products. Therefore the headline also has its function to present product news of interest to the reader. For example the uses of the words new, now, suddenly, announcing, introducing, it’s here, improvement, revolutionary, just arrived, and
important development.
b. Subheads
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c. Body copy
Body copy, or text, as it sometimes called, tells the complete sales story. It is a logical continuation of the headline and subhead(Bovee and Arens,1982:311). The bodycopy is a set in smaller typeface than headlines or subheads. Body copy is also where the sale is closed. The text should relate to the campaign appeal and to the reader’s self interest. It must explain how the product or service being advertised satisfies the customer’s need.
d. Slogans
Slogans are similar to the headlines. In fact, many of them began as successful headlines (Bovee and Arens,1982:316). They become standard statements for salespeople and company employers. Slogans have two basic purposes. The first is to provide continuity for a campaign and the second is to reduce a key theme or idea the company wants associated with its product or itself to a brief memorable statement.
e. Seals, logotypes, and signatures
The terms of seal refers to the company seal or trademark. These are actually called logotypes. Logotypes and signature cuts are special designs of the advertiser’s name or product name (Bovee and Arens,1982:316). They appear in all the advertisements and are like trademarks because they give the product individuality and provide quick recognition at the point of purchase.
According to Gilson (1980:407) headline style and content vary according to the objectives and purpose of the ads. For example: if the objective of the ad is to build awareness, the headline can be treated as:
a) A direct headline that states a benefit (or unique selling proposition), such as “Schafer is the one beer to have when you’re having more than one”. A direct-response headline has the purpose of making the reader order something right from the ads.
b) An indirect headline to involve the reader by pointing to some problem to some problem that the product can solve or making some unusual statement to prod the reader’s curiosity.
c) A question or challenge headline that attempt to involve the reader, as in “How much is your bank really charging you for free checking?” or “What makes our tire customers smarter & richer than others?”. A good question headline piques the reader’s curiosity and imagination. But if a headline asks a question the reader answer quickly the rest of the ad may not get read.
d) A news-oriented, which has some news value for the reader. The word “new” itself is a powerful one in headlines. It announces news or promises information.
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and TV) as well as billboards, the sides of buses, and in other places where interested people are likely to see them (Gilson 1980 :11)
An advertiser should have some strategies in order to make the message of the ad can be delivered. The message strategy is a simple description and explanation of an ad campaign’s overall creative approach-what advertising says, how it says it, and why. The message strategy has three components:
Commercial printed and broadcast media have two main reasons for being advertised. The first reason is to serve their various audiences by providing information, entertainment, and enlightenment and the second reason is to make money by assembling audiences that are attractive to various advertisers.
C. Theoretical Framework
This analysis aims to answer problems mention before. Theory of stylistic will helps the writer to answer the first problem. The language style which the advertiser uses in the data will be analyzed, whether the advertising copywriters choose figurative language, literal language or idioms in heir advertisement text. Those styles will help the writer to analyze the data. The data are taken from the airlines advertisements in Time
also will be discussed to give general view about advertisement especially about the language of advertisement.
Theories discussing about media classification by type, rules are applied in advertisements and key elements in advertisement. Advertisement has been classified into several types and one of them is printed media, the writer will use printed media especially magazine since it has an advantage that it is likely to be received favorably by consumer. Magazine is more interesting to the reader for it provides additional information and since it offers a great deal of flexibility in terms of the type, size, and placement of the advertising material. So it will be more effective to advertise in magazine. The use of figurative speech will support the rules of advertising which is creative, to make a different style of advertisement. Since figurative speech, unlike literal speech, give an emotional intensity and imaginative pleasure through its informative statement.
One of some elements in advertisement is headline. It is more effective to put the keyword in advertisement because the headline will be read first and positioned to create mood and attention to the reader.
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CHAPTER III
METHODOLOGY
This chapter will discuss about the methodology that the writer will use in doing this research. The writer will explain the way the writer does this research, such as object of the study, approach of the study, method of the study, and research procedure. Those things will be explained as follow
A. Object of the Study
This research is conducted about the use of figurative language in airlines advertisements in Time Magazine published from July 9th 2007 till September 15th 2008. Therefore, the object of the study must be advertisements, especially airlines advertisements in Time Magazine. There are some airlines which use Time as media advertising to promote their company and service. The writer chooses airline advertisement because in Time magazine found only few advertisement and those advertisements are more attracting than the others, viewed from its language or picture. There are 40 airline advertisements from 7 airline companies which are analyzed in this study. They are Singapore Airlines, Thai Airways, Austrian Air, Emirates, Saudi Arabian Air, Korean Air, and Qatar Airways.
contain figurative language then the writer will analyzes deeper, to which type of figurative language each advertisements categorized into.
B. Approach of the Study
This study will use stylistic approach to analyze the data. Stylistic is the linguistic analysis of literary language (Aitchison, 2003:148). The writer will use theory of figurative language, idiom and theory of advertising to analyze style of the advertisement. Thus, stylistics is used as the approach of this study.
C. Method of the Study
This study is categorized as an empirical research. Empirical means that the research will be restricted to the evidences which can be proven. The writer focuses on printed magazine to analyze the data. To gain theories and information the writer also used library research. The theories employed are taken from linguistic and literature books. The writer also selected books containing advertising theories. Those theories and data are mostly obtained from the library of Sanata Dharma University.
D. Research Procedure
1. Data Collection
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nonrandom sampling. All airlines advertisements in Time magazine were selected in doing the analysis. After the data collected then they will be put into classification based on style of language.
2. Data Analysis
In analyzing the data, the writer used written language because written language is valid and important for investigation. To analyze the data there are several process. The first step was collecting the data from
Time magazine. The writer only selected airline advertisement. To answer the first problem, the writer classified the data into each language style. All language styles and each datum will be analyzed to know whether it used figurative language or literal language. After the data had been classified, the writer found the frequency of each language style. The writer analyzed the headline of each advertisement.
The next step was to answer the second problem. After the first problem answered, the writer will find out the significance of each language style in the advertisements.
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CHAPTER IV
ANALYSIS
This chapter contains two main parts based on the problem formulations in Chapter I. The first part is the language style used in airline advertisement, whether they use literal expression or figurative expression including idioms. Then the second part is the significance of each language style.
1. Language style used in airline advertisements
1) Metaphor
a. From departure to arrival, there is someone who knows me better than
myself
The word “someone” try to substitute the meaning of the service of the flight attendant. Flight attendant usually related to the service. Therefore the sentence try to deliver the message for the reader that while they are on board they can get service well even whatever they need during the journey.
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b. KRISWORLD, The greatest show in the sky
People usually know the show in the sky as the show that occurs in the sky that people can see from land. At the first time the reader read the headline, the reader will be curious to know what kind of show that will be the greatest in the sky. As a function of a headline that will lead to body copy, this headline will arouse reader’s attention thus they will read the body copy of the advertisement to know further information.
If we read the body copy of the ads, we will know the actual meaning of the sentence is the entertainment that the passengers will get if they take Singapore airline, and of course while they are in the sky(in the flight). The sentence is metaphor because it tries to compare two different things, as if there is a real show in the sky. But what actually mean is that the airline has a facility that can be enjoyed by the passenger. Thus the passenger can see the show in the sky, while they are in flight.
c. Unwind in unrivalled space (Singapore airline)
The advertisement contains metaphor since the word space is compare to the aircraft. Actually, those two words have a very different meaning.Unwind means that the passenger will get a relaxation during the trip. Unrivalled means that the airline is better than any other airline. The whole sentence means to say that the passenger will get a comfortable and relaxing journey in the unrivalled airline.
Repetition of syllable un within the words unwind and
d. Houston, Explore the treasures of American South (Singapore Airlines) This sentence contains metaphor because it tries to compare the destination of the flight can has a wonderful and valuable thing that can be obtained by the passengers as if they find the treasures. The use of the word treasure arouse curiosity to the target audiences thereby they will take the airline.
e. One continent. Geologist call it Pangea. We call it Emirates (Emirates Airlines)
This sentence contains metaphor since there is comparison between Pangea and Emirates. Both words mean one continent but from different aspect. While the geologist name one continent as Pangea, the advertiser call it Emirates. In the sentence Emirates refers to the airline company not the name of a country. The advertiser aim to say that Emirates can reach many areas
f. Singapore air, your dream vacation, your way (Singapore airlines)
This sentence contains metaphor since the sentences seems to compare to different between dream vacation and the way. It means that Singapore airlines will serve the passenger as they dream of, and it is the service they deserve. In a full sentence it can be stated into your dream vacation is your way with Singapore airline. There is also a repetition of the word “your”. The advertisement contains no sentence but sequence of phrases. It is created short and simple to make it attractive.
g. The great leap forward (Saudi Arabian Airlines)
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animal but the company, Saudi Arabian Airlines. The sentence means that the airline company can make a great movement in its service and qualities. Moreover there is a picture of two horses, horse is a good jumper. It emphasizes the statement that the airline has a good improvement in service and quality.
h. Our service lights up your spirits, all the way to London (THAI airlines) It is metaphor since it compares the verb “lights up” to the service that can make the passenger spirit bright (happy). Light actually associated with something bright, happy, cheerful, as if the service can be a booster to a passenger. Overall, the sentence means that while they are in flight they will feel comfortable along the journey to London.
i. Our service comforts your spirits, Our network lights up the world
(Thai Airlines)
The first sentence means that the airline’s service will make comfort, making the passengers feel better or relax during the journey. The sentence our network lights up the world means that the airline company has a good network that people all over the world can get while taking the service. There is a repetition words, our, in the ads. It will produce a good sound to read. It is metaphor as the sentence tries to compare the service of the airline as if it has ability to comfort and to light up.
j. Halfway between here and there, it’s a destination in its own right. (Qatar Airlines)
journey between here and there. Here means the place where the passengers are departed, while there means the destination of the flight.
2) Personification
a. Our service lifts your spirits. Our network carries you everywhere (Thai Airlines)
That advertisement uses personification because it uses the words lifts and carries. Those two words have human qualities, whereas the words our service and our network are nonhuman things. The first sentence Our service lifts your spirit means the services and facilities given by the airline can raise the passengers mood. Thus while they are in flight they will not feel bored. The airline ensures that the passenger’s need will be satisfied. The second sentence our network carries you everywhere mean that the airline company has a good network that have a wide range of flight. Thus the flight can reach many places or countries. Overall, the sentence tries to state that the airline company can give a good service that will increase mood.
b. Introducing the new business class, Most spacious the world has ever seen (Singapore airlines)
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will attract reader’s interest by knowing that the word introducing usually associated with something new. People interest in something new and innovative. c. It’s who you know
The sentence is ambiguous because the word who is unknown. And the ambiguity will arouse curiosity to the readers so they will read the subhead and the body copy. Then they will understand the message that who represent lounge, a service that the airline has.It is personification because the word “who” actually associated with person.
d. Thai has loved the changing seasons here since 1960 (Thai airlines) Thai had flown for the first time in 1960. The changing season means the everyday life. Thus the whole sentence means that from the first time Thai airlines serve the passenger every time. It does not care whether it is summer or winter or everything might be change in this world. The advertisement employ personification since it contains human qualities. Thai is nonhuman thing which has no feeling, but in the sentence Thai has done something as human feels which can love.
e. Thai first came to worship the mother of the universe in 1968 (Thai Airlines)
The whole sentence means that to worship the beauty of Bali, Thai have a flight to Bali since 1968. (http://www.thaiairways.com/about-thai/company-profile/en/developments-and-advancements-of-thai-ad-1959-1968.htm) accessed on August, 3 2011
f. Singapore airlines, new business class, most spacious the world has ever seen. (Singapore airlines)
The personification meaning in the sentence exposes as if the world has eyes to see. When the advertiser said, “the most spacious the world has ever seen”. In this case the airline which is not a living thing is considered as human having ability to see. Thus this sentence can be categorized as personification. This sentence is ambiguous since there is no clear explanation about “what is spacious”, along with the picture which carries visual message, the reader then will understand that what is meant by spacious is the seat, Singapore airlines business class has an extra big seat which the other airlines do not have.
g. Our Eastern Europe begins where other airlines think it ends (Thai Airlines)
This sentence is personification because it tries to personify the airline as if it can think like human can do. The sentence also contains antonym, contrastive words between the words begins and ends. It creates a unique thing to read
3) Metonymy
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destination. It means that the flight can reach many places, many countries all around the world. Moreover to make the sentence distinctive the advertiser uses two contrasting words. Departure and arrival are antonymous. It is unusual and prominently stated to be the main point of the text.
b. From departure to arrival, I’m ready to take on the world (Thai Airlines)
As the preceding advertisement this sentence also contains metonymy. The metonymic term occurs also within the world and antonym also occurs in the same words. That make it different is the sentence, I am ready to take on the world, the subject I refer to the airline, that the airline ready to fight against the world, fight in this sentence means that the airline can fly around the world and compete against others airlines.
c. Austrian long-haul flights seem way too short? Then we’ve done everything right. (Austrian air)
This sentence is metonymy because it uses Austrian. Austria is actually one name of country in Europe. But in this sentence Austrian related to the company. The word Austrian represents the brand name that most people may know.Additionally, the writer also finds antonym in the sentence. Long and short, those two words aims to make it peculiar so can interest the readers in reading the whole elements of the advertisement. It also contains assonance since there is a repetition vowel sound in both words.
4) Synecdoche
a. A heritage of hospitality, seen in every smile (Qatar Airlines)
This sentence contains synecdoche since it what actually means is the service from the flight attendant, but the sentence only mention smile rather than saying flight attendant. Smile is only one part of human. It expresses the hospitality of the flight attendant. Moreover there are repetitions of consonant sound occurs in the words heritage and hospitality, then seen and smile.
b. The best to the east (Austrian air)
The advertiser aims to say that Austrian Air is the best airline for the journey to The East. In the words “The East”, the writer finds Synecdoche since the east is closely related to Asia. The East actually is the huge area of the east part of the world. But in this sentence the east is only some area in Asia. It is pars pro toto because it is a part of something used to refer to the whole thing. For European the East means the country in Asia. Thus the sentence means that Austrian air is the best airline for them who want to have a trip to Asia.
5) Hyperbole
a. 88 flights a week to Australia. Singapore airlines offers you the world according to your time (Singapore Airline)
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b. Every day, we make the world a little smaller(Qatar airlines)
The writer finds that this sentence contains an exaggeration meaning since the airlines seems as if can do an impossible thing to make the world smaller. It is an impossible thing that nobody can do but God.
c. Over 100 flights weekly 12 European cities. One airline that brings it all to you. (Singapore airline)
The writer finds hyperbole in this sentence because the words bring it all to you means exaggerating since human needs is unlimited while it is impossible to brings all human needs. The use of numeric in the sentence try make it prominent than the other words.
6) Litotes
a. Europe. The small area around Vienna Airport (Austrian Air)
Europe is a continent, Vienna airport is an airport located in Austria. Austria is a country in Europe, and Vienna is an Airport in Austria. This sentence contains litotes (understatement) because the sentence contains meaning less than it actually mean. It stated that Europe, the small are around Vienna Airport. We know that Europe is a continent; it should be bigger than Austria, one country in it. Vienna is an airport located in Austria. This means that Vienna is only a little venue in Austria. It diminishes the actual meaning of Europe as a continent. The sentence stated that Europe is only a small area around Vienna Airport. Moreover, this sentence aims to convince the reader that by take Austrian Air, travelling around Europe is easier.
b. No human can paint this kind of beauty. (Thaiairlines)
This sentence contains litotes because the statement means less than it actually means. No one that can paint this kind of beauty, it understates the meaning of the sentence as if nobody is able to do. This sentence contains ambiguity since the reader must not know what beauty that is mean. For this ambiguity the reader will read the whole body copy to answer their question in their mind while reading the headline.
7) Irony
a). None
8) Simile
a. Luxury like you’ve never experienced before. Only in our private
double suites (Singapore Airline)
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9) Apostrophe
a. Do not disturb. (Emirates Airlines)
The writer finds that the first sentence contains apostrophe since the sentence “Do not disturb” stated as if there is direct communication between two people. It seems that the writer will talk to someone. The first sentence is imperative because it seems to order someone not to make a noise. The term related to hotel is also used in this advertisement. The readers will curious what is mean by the sentence. For their curiosity the advertiser tend to make the readers read the body copy, and the body copy will reveal the ambiguity by providing further information.
b. Cheers. Salute. Kampai. Here's to the world’s finest wines being served on-board. (EmiratesAirlines)
Cheers is an expression of people before they want to drink alcohol. Basically those three words mean the same but in different language. Cheers is an American expression, Salute is an Italian expression, and Kampai is Japanese expression (http://www.awa.dk/glosary/slainte.htm) (accesed on August 26, 2011)
the word “Kampai” which is unusual. It is peculiar and interesting to know about something new.
10) Allegory
a. None
11) Literal Language
a. Thank you for making us the world’s most awarded airline. With your support, we’ll continue to be a great way to fly (Singapore Airline)
The advertisement has no figurative language in its meaning. The whole words are has literal meaning. The readers do not need to interpret the meaning of the sentence. Only by reading the sentence the readers will understand the message that will be delivered. The airlines company feels grateful to the passengers for their trust to take the flight and its service. With their support also Singapore airline got the airline award
b. Arrive in Paris by day or by night with Singapore airlines
The writer does not find the use of figurative language in this sentence. All words can be understood easily by the readers. The sentence trying to say that there is twice a day flight to Paris, whether it can reach Paris in the day or at the night. Beside that the sentence contains contradictory words, day and night.
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c. The best relaxation is the one that continues (Singapore Airline)
This sentence contains literal meaning because it tries to say that if people take the airlines they can get the best relaxation continuously. Relaxation usually done only for a short time, when people getting tired of their routines they must have a relaxation to refresh their mind and body. After they feel that they have relax enough they will go back to their routines. To make the advertisement convincing, the advertiser stated that the passenger will have a continuously relaxation if the take Singapore airline for their journey.
d. Introducing Singapore airlines suites, a class beyond first (Singapore Airline)
e. From departure to arrival, only dignified services for our dignified guest (Korean Air)
The sentence contains literal language because there is no figurative meaning found in the sentence. The message can be easily delivered to the readers. That Korean Air with the dignified service is provided to the dignified passengers who want to have a comfortable and undisturbed journey. The contradictory words occurred in the ad, departure and arrival is antonym. It will make the sentence peculiar thus the readers eager to read the ad. There is a repetitive words also, dignified is stated two times. It is the way the advertiser use to make it distinct and convincing.
f. The first non-stop all business class between Asia and USA(Emirates Airline)
This sentence contains literal meaning in its sentence. The advertiser would say that Emirates is the first business class airline fly around Asia and USA non-stop. There is a repetition of sound in the words “Asia” and “USA”. It is interesting because the assonance will create a distinctive feature to the advertisement. This sentence contains literal language because the sentence is a kind of announcement. The sentence tends to announce the new products of the airline.
g. Royal treatment. Emirates A380 onboard Shower Spas. The future has
arrived (Emirates)
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Emirates A380 provides royal treatment for the passengers. Passengers can have spa while they are on board.
h. From departure to arrival, witness the creation of your own private room. (Korean Air)
This sentence has whole literal language because all words can be directly defined. There are no use of figurative language in the sentence. The whole sentence means that the passenger will be a witness of their private room in the airliner. Departure and arrival is contrastive, and the contrast words create a distinctive thing to the reader.
12) Idioms
a. Take a back seat(Emirates)
Idiomatically it means to choose not to be in a position of responsibility. The statement conveys the meaning that the passengers do not need to take any responsibility while they’re on journey. They only need to enjoy the trip and relax. Because of the whole sentence cannot be interpreted literally word by word, it included in idioms.
b. The Emirates lounge. Drop in. chill out. Hop off.
expression is interesting that the reader will be curious and they will read more information in the body copy.
2. Significance of each language style in the advertisement text
From the analysis above the writer finds that from 40 advertisements, the writer finds there are 8 sentences use literal language, and there are 30 sentences contains figurative language. The use of literal language might happen because the advertiser aims to make their advertisements simple and easy to understand thus the readers do not need to interpret and directly understand the message of the advertisement.
From the ten types of figurative language, the use of metaphor is the most frequent among other types of figurative language. Metaphor is also unique for its comparison between two different things that will create an ambiguity for the reader and it will arouse curiosity. The use of allegory and irony are less frequent than other types.
From the data analyzed above the writer can conclude that the copywriter prefer use figurative expression to literal expression. Advertising copywriters know they have to catch and hold the reader’s attention by playing with clever words such put figurative expression and idiom.
Direct-42
response headline tend to be more straightforward and simple that the reader directly understand the message without read the body copy.
Unlike literal language, the use of figurative expression, including idioms, is an indirect headline. An indirect headline involve the reader by pointing to some problem that the product can solve or making some unusual statement to prod reader’s curiosity (Gilson,1980:407). An indirect headline created in order to make the reader read the body copy of the ads. The body copy contains more information about the service or detail of the product. Because of its ambiguity the reader must be curious with the statement thus they will read the body copy to answer the ambiguity.
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CHAPTER V
CONCLUSION
The writer has seen the finding in the analysis in previous chapter. This part is the conclusion of the two problems which have been analyzed.According to the analysis the writer noted some important points that will lead to draw some conclusions, as follow.
The first problem is the use of language style in airline advertisement in
Time. And the second problem is the frequency of each language style used in airline advertisement. In order to answer the first problem the writer made a list from the headline of the 40 advertisements. And from the list the writer then analyze based on language style. The writer analyzed whether the advertisement contains figurative or literal language. And if it contains figurative language, what types of figurative language employed in the advertisement. Beside the analysis according to figurative or literal language use, the writer also analyzed within the stylistic analysis.
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component of the advertisements. Therefore the using of simple, common, and familiar words is a must.
The most frequent use of figurative language is metaphor. The use of metaphor is high because it is peculiar to compares two different thing that will arouse an ambiguity that make the reader curious. The analysis stated that from the 32 uses of figurative language, there are 10 advertisements contain metaphor. It proves that metaphor is highly used in the advertisement rather than the other types of figurative language.
The use of figurative expression such figurative speech and idioms arouse curiosity to the reader. And their curiosity will be answered if they read the whole of the body copy. One of the functions of headline itself is lead the reader to body copy. The body copy contains more information about the product. Moreover the use of figurative expression can be a hook that will attract the reader for its uniqueness. The use of literal expression which is direct and straightforward will affect the reader directly to understand the message of the ad thus they will response by taking the product.
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BIBLIOGRAPHY
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___________. Encyclopedia of English Language. New York: Cambridge University Press, 1995.
Cruse, D.A. Lexical Semantics. New York: Cambridge University Press,1986. Gilson, Christopher and Harold W Berkman. Advertising Concepts and Strategies.
New York: Random House Inc, 1980.
Goddart, Angela. The Language of Advertising. London: Routledge, 1998.
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Jeffries, Lesley. Meaning in English. London: Macmillan Press Ltd,1998.
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Verdonk, Peter. Stylistics. Oxford: Oxford University Press, 2002.
White, Roderick. Advertising: What It Is and How to do It. Maidenhead: McGraw-Hill Company(UK), 1980.
“Developments & Advancements of THAI - AD. 1959 – 1968”. Thailand.
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“How to say cheers in different countries”
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APPENDICES
Appendix 1 : List of Advertisements which are analyzed in this study
Metaphor
1)
From departure to arrival, there is someone who knows me better than myself (
November 12, 2007)
2)
Krisworld, the greatest show in the sky (December, 17 2007)
3)
Unwind in unrivalled space. Singapore airline (April 17, 2008)
4)
Houston, Explore the treasures of American South ( May 12, 2008)
5)
One Continent, Geologist call it Pangea, We call it Emirates (June 9, 2008)
6)
Singapore Air, your dream vacation, your way (October 20, 2008)
7)
The great leap forward-Saudi Arabian Airlines ( February 4, 2008)
8)
Our Service comforts your spirits, our network lights up the world-Thai
Airlines- (April 21, 2008)
9)
Halfway between here and there, it’s destination in its own right-Qatar
Airlines-(October 6, 2008)
10)
Our service lights up your service, all the way to London-Thai Airlines (August
48
Personification
1)
Thai has loved the changing season here since 1960-Thai Airlines(July, 14
2008)
2)
Thai first came to worship the mother of the universe in 1968-Thai Airlines
(July, 21 2008)
3)
Singapore Airlines, new business class, most spacious the world has ever
seen-Singapore Airlines-(August 4, 2008)
4)
Introducing the new business class, Most spacious the world has ever seen
-Singapore Airlines- (November 5, 2007)
5)
It’s who you know, (September 1, 2008)
6)
Our service lifts your spirit, our network carries you everywhere-Thai Airlines
(July 9, 2007)
7)
Our eastern Europe begins where other airlines think it ends-Thai
Airlines-(September 12, 2007)
Metonymy
1)
From departure to arrival, the world is my destination-Thai Airlines (October 6,
2008)
2)
From departure to arrival, I’m ready to take on the world-Thai Airlines
(October 15, 2007)
3)
Austrian long-haul flights seem way too short? Then we’ve done everything
right-Austrian Air- (November 26, 2007)
Synecdoche
1)
A heritage of hospitality, seen in every smile-Qatar Airline- (June 16, 2008)
2)
The best to the east-Austrian Air- (April 14, 2008)
Hyperbole
1)
88 flights a week to Australia, Singapore Airlines offers you the world
according to your time-Singapore Airline-(May 5, 2008)
2)
Every day, we make the world a little smaller-Qatar Airlines- (September 15,
2008)
3)
Over 100 flights weekly, 12 European cities, One airline that brings it all to
you-Singapore Airlines- (October 27, 2008)
Litotes
1)
Europe, the small are around Vienna Airport-Austrian Air- (October 29, 2007)
2)
No human can paint this kind of beauty-Thai airlines- (May 26, 2008)
Simile
1)
Luxury like you’ve never experienced before, only in our private double suites
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