ABSTRACT
Wijayanti, Primandari. (2015). An analysis on the use of figurative language and power relation in Oriflame advertisements. Yogyakarta: Sanata Dharma University.
Companies use advertisements to market their products. In order to attract and persuade the readers to buy the advertised products, language plays an important role in the advertising. The language of advertising can be more appealing and persuasive by employing figurative language. The use of figurative language helps to create persuasive messages. The persuasive messages delivered by the companies to the consumers through the advertisements will build power relation between them.
Considering Oriflame’s successful marketing, the researcher had an interest to
analyze the language style of Oriflame advertisements.
This study attempted to solve two research problems related to the language style of Oriflame advertisements. They were (1) How is figurative language used in
Oriflame advertisements? (2) What power relations are used in Oriflame’s
advertisements to build the company’s position upon the consumers?
To solve those research problems, the researcher employed a content analysis. There were forty Oriflame advertisements used to collect the data. The first research problem was solved by categorizing the words or the sentences in Oriflame advertisements into some kinds of figurative language based on theories proposed by Liberman and Foster (1968), Zhang (2005), and Pugsley (1990). The second problem was solved by analyzing power relation in Oriflame advertisements according to
French’s and Raven’s theory (1959).
From the obtained data, the researcher found that Oriflame employed figurative language in most of its advertisements. The figurative language included figures of speech and figures of thought. The figures of speech were alliteration, assonance, consonance, and onomatopoeia. The figures of thought were metaphor, metonymy, synecdoche, simile, and personification. The use of figures of speech in Oriflame advertisements produced beautiful sounds and gave significant emphasis, whereas figures of thought helped to enhance the perceived value of the advertised products. As a result, the use of figurative language made the advertisements more attractive. Besides, Oriflame also built five kinds of power relation through its advertisements. Those power relations were legitimate power, reward power, referent power, expert power, and coercive power.
ABSTRAK
Wijayanti, Primandari. (2015). An analysis on the use of figurative language and power relation in Oriflame advertisements. Yogyakarta: Universitas Sanata Dharma.
Iklan digunakan oleh perusahaan-perusahaan untuk memasarkan produk-produk mereka. Bahasa memainkan peranan penting dalam periklanan untuk menarik perhatian serta mempengaruhi pembaca agar membeli produk-produk yang diiklankan tersebut. Bahasa periklanan dapat menjadi lebih menarik dan persuasif dengan menggunakan bahasa kiasan. Penggunaan bahasa kiasan menciptakan pesan-pesan persuasif. Pesan-pesan persuasif yang disampaikan melalui iklan oleh perusahaan-perusahaan kepada para konsumen tersebut akan membangun daya relasi di antara mereka. Kesuksesan Oriflame dalam memasarkan produknya menimbulkan ketertarikan tersendiri bagi peneliti untuk menganalisa gaya bahasa pada iklannya.
Terdapat dua permasalahan mengenai gaya bahasa pada iklan Oriflame yang akan dibahas dalam penelitian ini, yaitu (1) Bagaimana bahasa kiasan digunakan dalam iklan Oriflame? (2) Daya relasi apa saja yang digunakan iklan Oriflame untuk membangun posisi perusahan terhadap konsumennya?
Untuk menyelesaikan permasalahan tersebut, peneliti mengunakan analisis isi. Sebanyak empat puluh iklan Oriflame digunakan untuk mengumpulkan data. Permasalahan penelitian yang pertama diselesaikan dengan mengategorikan kata-kata atau kalimat-kalimat dalam iklan Oriflame ke beberapa bahasa kiasan berdasarkan teori yang dikemukakan oleh Liberman dan Foster (1968), Zhang (2005), serta Pugsley (1990). Permasalahan penelitian yang kedua diselesaikan dengan menganalisa daya relasi dalam iklan Oriflame berdasarkan teori French dan Raven (1959).
Dari data yang diperoleh, peneliti menemukan bahwa Oriflame menggunakan bahasa kiasan di sebagian besar iklannya. Bahasa-bahasa kiasan itu meliputi penyiasatan struktur (figures of speech) dan bentuk-bentuk pemajasan (figures of thought). Terdapat aliterasi, asonansi, konsonansi, dan onomatope dalam penyiasatan struktur serta metafora, metonimi, sinekdoke, simile, dan personifikasi dalam bentuk-bentuk pemajasan. Penggunaan penyiasatan struktur menghasilkan bunyi yang indah serta memberikan penekanan yang signifikan dalam iklan Oriflame. Sementara itu, penggunaan bentuk-bentuk pemajasan membantu meningkatkan nilai dari produk-produk yang diiklankan. Hasilnya, penggunaan bahasa kiasan membuat iklan lebih menarik. Di samping itu, Oriflame juga membangun lima macam daya relasi, yaitu kekuatan formal (legitimate power), kemampuan untuk memberi imbalan (reward power), kekuasaan karena dijadikan contoh (referent power), kekuasaan karena dianggap ahli (expert power), dan kemampuan untuk memaksa (coercive power).
AN ANALYSIS ON THE USE OF FIGURATIVE LANGUAGE
AND POWER RELATION IN ORIFLAME ADVERTISEMENTS
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Primandari Wijayanti Student Number: 111214081
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
i
AN ANALYSIS ON THE USE OF FIGURATIVE LANGUAGE
AND POWER RELATION IN ORIFLAME ADVERTISEMENTS
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Primandari Wijayanti Student Number: 111214081
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
iv
I dedicate this thesis to
God, the Lord of majesty and bounty
My beloved parents, whose love will always live in me My dear siblings, who always walk by my side
Everyone I love Everyone who loves me
And they who are struggling in life, remember that this too shall pass
Out of my greatest despair, was to come my greatest gift. (Rhonda Byrne)
I honestly declare that this thesis, which I have written. does not contain the work
or parts of the work of other people. except those cited in the quotations and the references. as a scientific paper should.
Yogyakarta, 1l December 2015
The Writer
Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma:
Nama
Nomor Mahasisrva
Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul:
An Analysis on the Use of Figurative Language and Power Relation in Oriflame Advertisements
beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma
hak
untuk menyimpan" mengalihkan dalam bentuk media lain, mengelolanya dalarn bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di internet ataumedia lain untuk kepentingan akademis tanpa meminta ijin dari saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai
penulis.
Demikian pemyataan ini saya buat dengan sebenarnya.
Dibuat di Yogyakarta
Pada tanggal: 1 1 Desember 2015
Yang menyatakan
vi ABSTRACT
Wijayanti, Primandari. (2015). An analysis on the use of figurative language and power relation in Oriflame advertisements. Yogyakarta: Sanata Dharma University.
Companies use advertisements to market their products. In order to attract and persuade the readers to buy the advertised products, language plays an important role in the advertising. The language of advertising can be more appealing and persuasive by employing figurative language. The use of figurative language helps to create persuasive messages. The persuasive messages delivered by the companies to the consumers through the advertisements will build power
relation between them. Considering Oriflame’s successful marketing, the
researcher had an interest to analyze the language style of Oriflame advertisements.
This study attempted to solve two research problems related to the language style of Oriflame advertisements. They were (1) How is figurative language used in Oriflame advertisements? (2) What power relations are used in
Oriflame’s advertisements to build the company’s position upon the consumers?
To solve those research problems, the researcher employed a content analysis. There were forty Oriflame advertisements used to collect the data. The first research problem was solved by categorizing the words or the sentences in Oriflame advertisements into some kinds of figurative language based on theories proposed by Liberman and Foster (1968), Zhang (2005), and Pugsley (1990). The second problem was solved by analyzing power relation in Oriflame
advertisements according to French’s and Raven’s theory (1959).
From the obtained data, the researcher found that Oriflame employed figurative language in most of its advertisements. The figurative language included figures of speech and figures of thought. The figures of speech were alliteration, assonance, consonance, and onomatopoeia. The figures of thought were metaphor, metonymy, synecdoche, simile, and personification. The use of figures of speech in Oriflame advertisements produced beautiful sounds and gave significant emphasis, whereas figures of thought helped to enhance the perceived value of the advertised products. As a result, the use of figurative language made the advertisements more attractive. Besides, Oriflame also built five kinds of power relation through its advertisements. Those power relations were legitimate power, reward power, referent power, expert power, and coercive power.
vii ABSTRAK
Wijayanti, Primandari. (2015). An analysis on the use of figurative language and power relation in Oriflame advertisements. Yogyakarta: Universitas Sanata Dharma.
Iklan digunakan oleh perusahaan-perusahaan untuk memasarkan produk-produk mereka. Bahasa memainkan peranan penting dalam periklanan untuk menarik perhatian serta mempengaruhi pembaca agar membeli produk-produk yang diiklankan tersebut. Bahasa periklanan dapat menjadi lebih menarik dan persuasif dengan menggunakan bahasa kiasan. Penggunaan bahasa kiasan menciptakan pesan-pesan persuasif. Pesan-pesan persuasif yang disampaikan melalui iklan oleh perusahaan-perusahaan kepada para konsumen tersebut akan membangun daya relasi di antara mereka. Kesuksesan Oriflame dalam memasarkan produknya menimbulkan ketertarikan tersendiri bagi peneliti untuk menganalisa gaya bahasa pada iklannya.
Terdapat dua permasalahan mengenai gaya bahasa pada iklan Oriflame yang akan dibahas dalam penelitian ini, yaitu (1) Bagaimana bahasa kiasan digunakan dalam iklan Oriflame? (2) Daya relasi apa saja yang digunakan iklan Oriflame untuk membangun posisi perusahan terhadap konsumennya?
Untuk menyelesaikan permasalahan tersebut, peneliti mengunakan analisis isi. Sebanyak empat puluh iklan Oriflame digunakan untuk mengumpulkan data. Permasalahan penelitian yang pertama diselesaikan dengan mengategorikan kata-kata atau kalimat-kalimat dalam iklan Oriflame ke beberapa bahasa kiasan berdasarkan teori yang dikemukakan oleh Liberman dan Foster (1968), Zhang (2005), serta Pugsley (1990). Permasalahan penelitian yang kedua diselesaikan dengan menganalisa daya relasi dalam iklan Oriflame berdasarkan teori French dan Raven (1959).
Dari data yang diperoleh, peneliti menemukan bahwa Oriflame menggunakan bahasa kiasan di sebagian besar iklannya. Bahasa-bahasa kiasan itu meliputi penyiasatan struktur (figures of speech) dan bentuk-bentuk pemajasan (figures of thought). Terdapat aliterasi, asonansi, konsonansi, dan onomatope dalam penyiasatan struktur serta metafora, metonimi, sinekdoke, simile, dan personifikasi dalam bentuk-bentuk pemajasan. Penggunaan penyiasatan struktur menghasilkan bunyi yang indah serta memberikan penekanan yang signifikan dalam iklan Oriflame. Sementara itu, penggunaan bentuk-bentuk pemajasan membantu meningkatkan nilai dari produk-produk yang diiklankan. Hasilnya, penggunaan bahasa kiasan membuat iklan lebih menarik. Di samping itu, Oriflame juga membangun lima macam daya relasi, yaitu kekuatan formal (legitimate power), kemampuan untuk memberi imbalan (reward power), kekuasaan karena dijadikan contoh (referent power), kekuasaan karena dianggap ahli (expert power), dan kemampuan untuk memaksa (coercive power).
viii
ACKNOWLEDGEMENTS
It had been a long journey I went on to finish my thesis. The obstacles I
faced, the hardship I endured, all of them filled my journey during the process of
finishing this thesis. Fortunately, I had never walked alone since there were many
people who always held my hands, gave me strength, and stood by my side
through thick and thin. I would like to sincerely express my gratitude to those
people.
My first ceaseless gratitude goes to the Almighty God for everything.
Even though life is not only about happiness, He always makes everything
beautiful and meaningful in His time. It is only by His help and love I could finish
my thesis.
My profound appreciation is addressed to my advisor, Made Frida Yulia,
S.Pd., M.Pd., for her excellent guidance and patience during the process of writing
this thesis. I truly thank her for spending her valuable time critically reading my
writing, guiding me, and giving me advices for my better writing.
I thank all the lecturers of the English Language Education Study Program
for their dedication in teaching, which always inspired me throughout my study
process. I also thank my academic advisor, Fidelis Chosa Kastuhandani, S.Pd.,
M.Hum., for his marvelous guidance and care. My gratitude goes for all the staff
of English Language Education Study Program, who helped me a lot during my
ix
Special thankfulness is dedicated to my beloved parents, Wagiman and
Jumiyati, for the endless love and care in their entire life for me. They are the best
present in my life. I also thank my siblings, Novita Primandani and Ridho
Primahandaru, for giving me unconditional love. They are the ones who always
understand me and give me a shoulder to cry on when things go bad. They also fill
my life with joys and happiness. Furthermore, I thank all of my big family for
their care and support in my life.
I am very grateful to my benevolent friends, Inka Ayu Henelawati, Anita
Yusticia Sari, Cicilia Dini Setia Ningrum, Valentina Intan Kusumadewi,
Catherina Apriliana Rosita, Herda Pramundito, Maria Vianney, Lucia Natalia
Rosari Ratri, Raras Ganita, and Yulia Dewi Kristianti. I also thank Class B
students and all of ELESP students of batch 2011. The unforgettable moments we
spent together for about four years long were so precious. Furthermore, I thank
my amiable friends, Pratiwi Ika Noviarti, Ananda Chastalia Asri, Asri Dzikrina
Istighfaroh, Desi Wulandari, Yunita Puspitaningrum, and Zuni Triyanti, for the
friendship and support in these ten years long. We spent our teens together and
created a lot of meaningful memories. Although we had to go on our own way to
achieve our dreams, but we always supported and cheered one another.
Finally, I give my gratitude to all of the people I could not mention here
one by one. I thank them for their support, prayer, and help. They really mean a
lot to me. Once again, I am really grateful for everything they have done for me.
x
TABLE OF CONTENTS
TITLE PAGE ... i
APPROVAL PAGES ... ii
DEDICATION PAGE ... iv
STATEMENT OF WORK’S ORIGINALITY ... v
PERNYATAAN PERSETUJUAN PUBLIKASI ... vi
ABSTRACT ... vii
ABSTRAK ...viii
ACKNOWLEDGMENTS ... ix
TABLE OF CONTENTS ... xi
LIST OF TABLES ... xiv
LIST OF FIGURES ... xv
LIST OF APPENDICES ... xvi
CHAPTER I. INTRODUCTION ... 1
A. Research Background ... 1
B. Research Questions ... 4
C. Problem Limitation ... 4
D. Research Objectives ... 5
E. Research Benefits ... 5
xi
CHAPTER II. REVIEW OF RELATED LITERATURE ... 9
A. Theoretical Description ... 9
1. Advertisement and Advertising ... 9
a. Definition of Advertisement and Advertising. ... 9
b. Functions of Advertising ... 11
c. Classifications of Advertising ... 12
2. Figurative Language in Advertising ... 12
a. Figures of Speech ... 14
b. Figures of Thought ... 17
3. Power Relation ... 23
B. Theoretical Framework ... 25
CHAPTER III. RESEARCH METODOLOGY ... 27
A. Research Method ... 27
B. Research Setting ... 28
C. Research Subject ... 28
D. Instruments and Data Gathering Technique ... 29
E. Data Analysis Technique ... 30
F. Research Procedure ... 33
CHAPTER IV. RESEARCH FINDINGS AND DISCUSSIONS ... 35
A. The Figurative Language of Oriflame Advertisements ... 35
1. The Figures of Speech of Oriflame Advertisements ... 35
2. The Figures of Thought of Oriflame Advertisements ... 40
B. The Power Relation of Oriflame Advertisements ... 47
CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS ... 53
A. Conclusions ... 53
xii
C. Recommendations ... 56
1. For English Teachers ... 57
2. For English Learners ... 57
3. For Advertisers ... 58
4. For Future Researchers ... 58
xiii
LIST OF TABLES
xiv
LIST OF FIGURES
xv
LIST OF APPENDICES
A. The Figures of Speech of Oriflame Advertisements ... 63 B. The Figures of Thought of Oriflame Advertisements ... 66 C. The Power Relation on Oriflame Advertisements ... 75 D. The Distribution of Figurative Language on Oriflame Advertisements ... 85 E. The Distribution of Power Relation on Oriflame Advertisements ... 88 F. The Frequency of Occurrence of Figurative Language on Oriflame
Advertisements ... 90 G. The Frequency of Occurrence of Power Relation on Oriflame
1 CHAPTER I
INTRODUCTION
This chapter presents the information about the nature and the content of
the research. It consists of six parts, namely research background, problem
formulation, problem limitation, research objectives, research benefits, and
definition of terms.
A. Research Background
Advertisements help to create the image of a product. It is used as a tool to
persuade the consumers to buy the products. Goddard (2001: 10) states that
advertising is not just about the commercial promotion of branded products, but
also can encompass the idea of texts whose intention is to enhance the image of an
individual, group or organization. In advertising the products, advertisements use
language as its device. Language plays a great role in our life (Bloomfield, 1935:
3). Since language is a means of communication, it is used as a device to deliver
messages from each other. Asher (1994) claims that advertising language is used
to persuade or to tempt people to buy company’s product. Therefore, language
plays an important role in attracting consumers to buy the products. Advertiser
should be able to determine what kind of persuasive language which is suitable to
2
The language of advertising belongs to loaded language, describing its
intention to influence and change the will and the attitude of its recipients (Leech,
1972: 25). Loaded language consists of words that strongly slant perceptions and
thus meaning (Wood, 2014: 105). Therefore, the language of advertising
frequently uses figures of speech and other stylistic devices that are considered
typical of poetic language, such as puns, metaphor, neologism, alliteration,
assonance or rhyme (Sternkopf, 2005: 206). By utilizing such figurative language,
the language of advertisement would be more captivating so that the
advertisements could attract consumers’ attention.
Figurative language is used in advertising as a creative device which
catches people’s attention and persuades them to buy products or services
(Pugsley, 1990: 3). According to Liberman and Foster (1968), the strength of
figurative language lies in an evocative rather than denotative power. Due to the
important use of figurative language in advertising, the researcher would like to
analyze the use of figurative language in advertisements.
Consumers sometimes stick with old, familiar brands for no apparent
reason other than the fact that they purchase it before, and it seems fine (Kardes,
Cronley & Cline, 2010: 184). It means that consumers are more familiar with the
brands rather than the products. Therefore, in advertising the products of a certain
brand, the company builds power relation upon the consumers through the
advertisements. There are five types of power relation proposed by French and
Raven (1959), namely reward power, expert power, legitimate power, referent
3
needs. For example, they use reward power by giving the consumers a prize if
they buy the advertised products to increase the consumers’ willingness to
purchase the products.
In this research, the researcher chooses Oriflame advertisements to be
analyzed. Oriflame Cosmetics is an international cosmetic company which began
operations in 1967 in Sweden and its products have spread in over sixty countries
worldwide (Bhujabal, 2002: 66). Besides its particular language style, the reasons
for choosing this brand are its attractiveness, accessibility, and wide circulation.
According to Direct Selling News Magazine, which was published in June 2014,
Oriflame ranked 10th as the top direct selling company in the world. It means that
this brand succeeds in attracting people to buy the products. Thus, this brand is so
popular around the world. In addition, Oriflame publishes a catalag every month
which contains the advertisements of the products. People can access the catalogs
through the internet and printing media. Therefore, Oriflame advertisements can
be accessed easily. The catalogs are also published in many countries. It means
that this brand has a tremendous circulation. Due to the success and existence of
this brand in so many countries, the researcher would like to analyze the use of
figurative language and power relation in Oriflame advertisements.
According to Liberman and Foster (1968), figurative language is divided
into figures of speech and figures of thought. Figures of thought are also called
tropes. In this research, the figures of speech are narrowed into alliteration,
assonance, consonance, and onomatopoeia. Besides, the figures of thought are
4
addition, figurative language can be used to analyze the power relation which is
built by the advertiser upon the customers. Figurative language is one kind of
persuasive language in advertising which can be used as a device to build power
relation. In analyzing power relation, French and Raven’s theory about power
relation (1959) is employed.
B. Research Questions
The researcher formulates two research problems. They are:
1. How is figurative language used in Oriflame advertisements?
2. What kind of power relation does Oriflame use to build the company’s
position upon the customers?
C. Problem Limitation
This research attempts to identify the figurative language which appears in
Oriflame advertisements. In analyzing the use of figurative language, theories
proposed by Liberman and Foster (1968) and Zhang (1991) are employed. The
research is limited to figures of speech and figures of thought. Figures of speech
includes alliteration, assonance, consonace, and onomatopoeia; whereas figures of
thought includes metaphor, metonymy, synecdoche, simile, and personification.
Then, the researcher also analyzes the types of power relation built by Oriflame’s
company upon the consumers through its advertisements. The analysis is based on
power relation theory proposed by French and Raven (1959). The analysis is
5
D. Research Objectives
Based on problem formulation, there are two research objectives addressed
in this research. They are:
1. To analyze the figurative language of Oriflame advertisements.
2. To identify power relation that Oriflame builds upon the customers.
E. Research Benefits
The researcher expects that this study will be beneficial for advertisers,
consumers, and future researchers.
1. Advertisers
Due to the development of the advertising field which has been growing
rapidly nowadays, advertisers have to compete in order to attract consumers’
attention through the advertisements. This study is expected to help or inspire the
advertisers to create high quality advertisements by employing some linguistic
aspects.
2. Consumers
This research deals with the use of figurative language in advertisements
and power relation which are built through the advertisements. Therefore, the
researcher expects that this research can contribute to raising the awareness of
6
3. Future Researchers
This research provides information on the language use in advertisements,
especially about figurative language. Therefore, it can be used as a reference by
future researchers who are going to conduct research on the related topic.
F. Definition of Terms
The researcher provides some definition of terms related to this study. It is
aimed to avoid misinterpretation so that the readers can follow this discussion
easily.
1. Advertisements and Advertising
According to El-Daly (2011), advertisement aims to direct one’s attention
to the availability, qualities, and/or cost of specific commodities or services. The
act of advertisement is called advertising. Bovee and Arens (1986) define
advertising as the non-personal communication of information usually paid for
and usually persuasive in nature about products, services, or ideas by identified
sponsors through the various media. Advertisements utilize language to attract the
customers. Thus, in this reseach, the researcher analyzes the language use of
advertisements. The data are obtained from Oriflame advertisements. The
researcher chooses Oriflame advertisements because the advertisements have
particular language style and wide circulation. The main subject matters going to
7
2. Figurative Language
According to Liberman and Foster (1968: 53), figurative language is a
language which clarifies the abstract by comparison with the concrete. Figurative
language is divided into two types, namely figures of speech and figures of
thought or tropes. Figures of speech are verbal or syntactic combination or sound
patterns and figures of thought are irregularities of content, usually analogical as
in metaphor, simile, personification, synecdoche, and metonymy (Liberman &
Foster, 1968: 53). In this research, the figurative language includes both figures of
speech and figures of thought used in Oriflame advertisements. Figures of speech
include alliteration, assonance, consonance, and onomatopoeia; whereas figures of
thought include metaphor, metonymy, synecdoche, simile, and personification.
Figurative language is one kind of persuasive language used in advertising. It can
be used to analyze Oriflame advertisements’ power relation since language is one
of devices in building power relation. Peirce (1886) suggests that power relation
directs communication which is built by message senders and message receivers.
Thus, power relation can be obtained through communication act.
3. Power Relation
Power relation is the power which is built from the message senders to the
message receivers through the communication act. Power relation in advertising
aims to build a brand image of the company in society. This research analyzes
what kind of relation which Oriflame Company has upon its customers. Thus,
power relation in this research refers to the relation that Oriflame Company wants
8
4. Oriflame Company
Oriflame Company is an international cosmetic company which began
operations in 1967 in Sweden and its products have spread in over sixty countries
worldwide (Bhujabal, 2002: 66). Due to its widespread, Oriflame is a well-known
brand in the world. Its success in attracting customers involves the use of
advertisements. This research will focus on figurative language and power
9 CHAPTER II
REVIEW OF RELATED LITERATURE
In this chapter, the researcher discusses the literature related to the
research. There are two main parts, namely the theoretical description and the
theoretical framework. The theoretical description presents the theories which are
related to and used for the research. The theoretical framework explains the
relevance of the theories to answer the research questions.
A. Theoretical Description
This section presents some theories which are directly relevant to the
matter of the research. It elaborates the theories of advertisement and advertising,
figurative language in advertising, and power relation.
1. Advertisement and Advertising
This part consists of the explanation of advertisement and advertising. It
discusses the definition of advertisement and advertising, the functions of
advertising, and the types of advertising.
a. Definition of Advertisement and Advertising
At the root of the word, advertisement is the Latin verb advertere, meaning
to run towards (Goddard, 2001: 6). As a form of discourses, advert aims to attract
the readers’ attention. However, not everything that people pay attention to is an
10
people’s attention, but the road signs do not advertise anything. Therefore, Angela
Goddard (2001) states that an advert appears to be the factor of conscious
intention behind the text, with the aim of benefiting the originator materially or
through some other less tangible gain, such as enhancement of status or image (p.
6).
Dattamajumdar (2006) defines advertisement as “an organization of text
that provides information about a product or service along with an anchorage of
image that suggests some cohesion or logical linkage leading to some relevance or
meaningful interpretation to the target consumers” (p. 222). Besides, Bovee and
Arens (1986) define advertising as “the non-personal communication of
information usually paid for and usually persuasive in nature about products,
services, or ideas by identified sponsors through the various media” (p. 5). In
addition, according to Vestergaard and Schroder (1985), advertising is “a public
notice designed to spread information with a view to promoting the sales of
marketable goods and services” (p. 2).
From the definition above, it implies that advertisement is a means of
communication which connects the companies to their consumers. The companies
try to attract the consumers’ attention by providing information of their products
through the advertisement without having the role of marketing strategy. On the
other hand, advertising is the action of persuading people. It means that through
advertising, the companies try to attract the consumers’ attention and persuade
them to use the companies’ products. Therefore advertising has a role of
11
b. Functions of Advertising
According to Bovee and Arens (1986: 9), advertising has many functions.
The first function is marketing function. In order to increase profits, companies
will develop marketing strategies. Using various ways of marketing elements is
known as marketing mix, which consists of product, price, place, and promotion.
Advertising falls in the promotion category and is part of the promotional mix
along with personal selling, sales promotion, and public relations – all of which are used to sell or win acceptance of the company’s products, services, or ideas
(Bovee & Arens, 1986: 9).
The second function is the communication function. Advertisement is the
tool to convey messages to a group of people. It is the basic function and also the
objectives of advertising. The examples of such advertisements are ads in
telephone directories, newspaper classified ads, and legal notices published by
various organizations and government bodies.
The third function is the educational function. As an educator, advertising
speeds the adoption of the new and untried and, so doing, accelerates
technological advances in industry and hastens the realization of a fuller life for
all (Ulanoff, 1977: 27). Bovee and Arens (1986) state that advertising can be
persuasive to move people into actions even though it usually has little in
common with the impartiality of education (p. 9).
The fourth function is the economic function. Advertising makes people
aware of the products, services, or ideas offered by the companies. It leads to
12
through advertising will increase the productivity of good products and will make
the unsuccessful products disappear.
The last function is the social function. Advertising affects the social
changes in society since it is one of major forces which influence the standard of
living. The competition of marketing products makes the consumers have a lot of
options to choose the products that serve well their functional and social needs.
Some media such as television, newspaper, and magazines also receive most of
their incomes from advertising. Besides, public services such as Red Cross
receive financial support from the power of advertising.
c. Classifications of Advertising
There are many classifications of advertising. Bovee and Arens (1986: 13)
classify advertising into four categories. First, based on the target audience,
advertising is categorized for the consumer and business. Second is categorized by
the geographic area. They are the international advertising, national advertising,
regional advertising, and local advertising. The third classification is based on its
medium, such as newspapers, the Internet, and televisions. The last is based on its
functions and purposes. They are for product or non product, commercial or non
commercial, and direct action or indirect action.
2. Figurative Language in Advertising
Some authors use the word metaphor either to refer to figurative language
in general, including figures of speech and figures of thought, or to refer to just
13
41). The word metaphor derives from the Greek metapherein, which means
transfer (Glucksberg, 2001: 3). Liberman and Foster (1968) give a broad
definition of metaphor as “a special kind of comparison, usually of something
unknown to something known for the sake of clarification of the former” (p. 70).
Besides, Halliday (1985) explains the general term metaphor as “related figures
having to do with verbal transference of various kinds” (p. 5). The notions of
metaphor in those definitions do not refer specifically to a type of figure but refer
to figurative language. In this research, the broad definitions of metaphor are
applied to the figurative language, whereas metaphor refers to a specific variety of
figurative language.
According to Liberman and Foster (1968), figurative language is divided
into figures of speech and figures of thought. Figures of speech are verbal or
syntactic combinations or sound patterns, whereas figures of thought are
irregularities of content (Liberman & Foster, 1968: 53). However, some authors
use the term figures of speech to refer to all types of figurative language. Zhang
(2005) uses the term semantic figures of speech to refer to figures of thought and
the term phonetic figures of speech to refer to figures of speech. In this research,
the term figures of speech is applied to figurative language which is viewed from
phonological aspects; whereas the term figures of thought is applied to figurative
14
a. Figures of Speech
Figures of speech are verbal or syntactic combinations or sound patterns,
from alliteration to zeugma (Liberman & Foster, 1968: 53). The term figure of
speech was the synonym of scheme which was used in English in the sixteenth
century. At that time, schemes comprised the figures that arranged words into
schematized patterns of foregrounded regularity of form, syntactic or phonetic;
whereas today, figures of speech refer to all kinds of striking or unusual
configurations of words or phrases (Zhang, 2005: 87). The use of figures of
speech is essential to increase the vividness of language. Vivid language can
arouse the audience interest, hold their attention, enhance their comprehension
with imagery, and leave the audience with a fresh impression (Zhang, 2005: 88).
There are many types of figures of speech. However, some of them were
lost in the dark ages. Before that time or in Biblical times, there were as many as
240 different types of figures of speech known to exist (Powers, 2007: 47).
However, Zhang (2005) proposes seven types of figures of speech, namely
alliteration, assonance, consonance, onomatopoeia, aposiopesis, apostrophe, and
pun. Those figures of speech are viewed from the phonological aspect. However,
there are only four figures of speech employed in this research, namely alliteration,
assonance, consonance, and onomatopoeia. The reason for choosing four figures
of speech out of seven figures of speech is those figures of speech are the most
dominant sound techniques used in English advertisements. According to
Dubovicience and Scorupa (2014), the sound techniques most often used in
15
rhythm, and onomatopoeia (p. 7). Since rhyme and rhythm are not included in
figures of speech proposed by Zhang (2005), this research only employs
alliteration, assonance, consonance, and onomatopoeia.
1) Alliteration
The word alliteration derives from Latin; it means repeating and playing
upon the same letter (Zhang, 2005: 91). Until the late middle ages, alliteration was
often used as an essential part of the metrical scheme. However, by the end of
fifteenth century, alliteration tended to be used in prose to create special musical
effects. Nowadays, alliteration is used not only in the prose and poetry but also in
the journalism and advertising. It is good for sound rhyme, musical effects and
significant emphasis.
Alliteration is the repetition of initial consonant in two or more words, for
example safe and sound, bigger and better, happy and healthy, tit for tat, jump for
joy, with might and mind, fall flat, and sweet smell of success (Zhang, 2005: 91).
By using alliteration, the audience will memorize the words easily. Alliteration
catches the attention of the audience and makes the idea be impressed deeply on
the audience by highlighting the sound of words and thus easier for them to
remember (Zhang, 2005: 93). Therefore, alliteration is often used in the language
of advertising.
2) Assonance
Assonance is the repetition or resemblance of vowel sounds in the stressed
syllables of a sequence of words, preceded and followed by different consonants
16
Assonance is used in poetic language since it creates musical rhythm. However,
nowadays it can be found not only in poetry but also in speech, advertising, and
news report. Assonance tends to attract the listeners’ attention to the sound rather
than the meaning of the sentence (Zhang, 2005: 95). Thus, the aim of using
assonance in the language of advertising is to create beautiful sound.
3) Consonance
The word consonance comes from Latin, which means to harmonize.
Consonance refers to the repetition of the final and identical consonants whose
preceding vowels are different, such as sing – rang, won – ran, dash – fish, laugh
– tough, add – read, phrases like odds and ends, first and last, also stroke of luck
(Zhang, 2005: 95). Besides prose, consonance is commonly used in advertising,
slogans and newspaper headlines. Consonance sometimes is employed with other
figures of speech such as in the newspaper heading “Farms not Arms” (Zhang,
2005: 96). Farms is pronounced as /fɑːrmz/ and arms is pronounced as /ɑːrmz/.
Both of them use consonance /z/ and assonance /ɑ:/. The employment of all these
figures of speech at the same time can make a speech or writing become more
rhythmic and more appealing (Zhang, 2005: 96).
4) Onomatopoeia
Onomatopoeia comes from the Greek word onomatopoeia, which means
name-making (Denham & Lobeck, 2012: 294). It describes the phenomenon when
the language sounds like the thing it refers to. The name of the bird cuckoo
imitates its song; the word bang is created to imitate the sound of a shot or an
17
something falling and shattering; and the word zoom is a sound in imitation of
loud, low-pitched buzzing or humming sound (Zhang, 2005: 97). Thus,
onomatopoeia evokes the sense which makes the description lifelike. In
descriptive writing, onomatopoeia gives auditory description to break up a little
the visual description that is often felt strenuous to understand so that it helps to
make the implied exquisiteness of the diction more directly to the readers in an
auditory way (Zhang, 2005: 97).
According to the sound marker, onomatopoeia can be categorized into
several kinds. The sounds may be made by human beings, by animals, and by
objects or may be associated with some actions or movements. Xiuguo Zhang
(2005: 97-99) gives some examples of each kind:
a) The examples of words made from the sound of human beings and movement
are Hey, Mm, Oh, mumble, whisper, clap, bang, ouch, and chuckle;
b) The examples of words made from the sound of animals are the crows caw,
mew-mew says the cat, flies buzz, mice squeak, and snakes hiss;
c) The examples of words made from the sound of natural objects are splash,
swish, murmur, plop, crack, snap, and click.
b. Figures of Thought
Figures of thought are irregularities of content, usually analogical as in
metaphor, simile, personification, synecdoche, and metonymy (Liberman &
Foster, 1968: 53). Figures of thought are also called tropes. Figure of thought is
18
deviations; whereas figure of speech is more about the sound patterns. According
to Leech (1972), a semantic deviation shows that an ordinary word can have an
extraordinary meaning and that a word can have different meanings depending on the authors’ life and the cultural background (p. 42).
Like figures of speech, figures of thought also have many types. However,
Zhang (2005) proposes nine types of figures of thought based on the semantics
aspect. They are simile, metaphor, metonymy, synecdoche, antonomasia,
personification, parody, synesthesia, and transferred epithet. However, this
research only employs five figures of thought to be analyzed, namely metaphor,
metonymy, synecdoche, simile, and personification. The reason for choosing
those figures is because those figures give strong effects in the language of
advertising to make the advertisements become more attractive. Attractive
advertisements indeed draw people’s attention to the advertised products which
can increase the sale of the advertised products. Pugsley (1990) has identified that
the figures of thought such as metaphor, metonymy, synecdoche, simile and
personification represent lexical or semantic deviations. Those tropes are the
results of association between the literal and figurative meaning and they help to
provoke the most different reactions in the public towards the advertised products;
the identity that exists between the literal and figurative meaning is what makes
19
1) Metaphor
According to Bredin (1984), metaphor is “the application of the name of a
thing to something else, in such a way that the name refers to both things
simultaneously, and implies by such reference that they are similar to one another”
(p. 99). Metaphor has been defined as a currying over; image by identification
and change of reference, but one of the most important common definitions is that
metaphor is an implicit comparison (Pugsley, 1990: 48). In the opinion of
Liberman and Foster (1968), metaphor is “a special kind of comparison usually of
something unknown to something known for the sake of clarification of the
former” (p. 70). Halliday (1985) defines metaphor as “a transfer from concrete to
abstract sense; it derives from the intensive type of relational process” (p. 319).
According to Richards (1936), a metaphor consists of three parts, namely
the tenor, the vehicle, and the ground. The tenor is something which is present in
the metaphorical phrase and vehicle is the word, referent or meaning which is not
present but which is constructed when interpreting a metaphor (Richards, 1936:
383). The ground is the common feature shared by the tenor and the vehicle
(Pugsley, 1990: 49). For instance, in the sentence life’s but a walking shadow, life
is the tenor since it is the one under discussion and walking shadow is the vehicle
since it is the image or analogue in terms of which the tenor is represented (Leech,
1969). Meanwhile, the ground is the common feature which can be identified
between the tenor and the vehicle. A metaphor in which both the primary term
(tenor) and the secondary term (vehicle) are present in the sentence is also called
20
Some metaphors are commonly used so that they become completely
assimilated. According to Leech (1969), metaphors can lose their metaphoric
suggestiveness and their deviant characters (p. 149). This metaphor is called the
dead metaphor, such as hit in the sense of successful pop songs or the cliché life
for them is a bed of roses (Pugsley, 1990: 50).
2) Metonymy
According to Bredin (1984), metonymy is “the application of the name of
a thing to something else, whenever two things are closely associated in common
experience, in such a way that the name refers to both simultaneously” (p. 334).
Metonymy derives from the circumstantial type, for example, in the sentence it
won’t happen when I still breathe, breathe means live (Halliday, 1985: 320). From
the example above, it can be related that living is by breathing, therefore the
relation between living and breathing is derived from the circumstantial type.
Two objects or ideas may be associated with one another in two ways: by
similarity or by contiguity (Ullmann, 1964: 177). Jakobson (1969) calls the
metaphoric process as the process of association by similarity and the metonymic
process as the process of association by contiguity (p. 85). Since metonymy
associates things by contiguity, it applies the name of a thing to something else
whenever two things are closely associated in common experience (Bredin, 1984:
101). In the sentence I’ve been reading Dickens, the metonymic relation is
between the author and his work since Dickens means the works of Dickens
(Pugsley, 1990: 51-52). Apart from the authors and his their work relation, there
21
causes and effect, the container and contained, the object and material, the sign
and signified, and the marker and product.
3) Synecdoche
Synecdoche is derived from Greek word sunekdoche, sun means together
with and ekdoche means a receiving from (Davidson & Alcock, 1889: 187).
According to Webster’s dictionary (1994), synecdoche is a rhetorical device by
which the part is taken for the whole, the whole for the part, the genus for the
species, the species for the genus, or the matter and the thing made of it (p. 1003).
Like metonymy, this trope associates things by contiguity. In synecdoche,
however, the association is more restricted because it is only between a part and a
whole or a genus and a species (Pugsley, 1990: 52). For example, in the sentence
at this point the strings take over, strings stand for stringed instruments; and in
the sentence they all live in one roof, it means they all live in one house (Halliday,
1985: 320). The last example implies the substitution of a part (roof) for a whole
(house). According to Halliday (1985), synecdoche derives from the possessive
type (has), for instance, in the sentence let’s go and have a bite, a bite means a
meal. It belongs to the possessive type since a meal consists of a bite. In
conclusion, synecdoche can be summarized as the substitution of a part for the
whole or the whole for a part (Pugsley, 1990: 52).
4) Simile
A simile is an explicit comparison between essentially unlike things,
introduced by words such as like or as, or a verb such as seems (Barnet, 1969: 68).
22
which the comparison is made explicit by the use of like or as. In addition, simile
is a means of comparing things that are essentially unlike directly by using
connection words such as similar to, like, and same (Perrine, 1987: 54). It
compares two different objects which have at least one point in common.
Different from a metaphor which has implicit comparison, a simile has
explicit comparison. In the advertisement make your kitchen ceiling as appetizing
as your entrees, it is a simile because of the explicit comparison between kitchen
ceiling and entrees through the adjective appetizing (Pugsley, 1990: 56). The use
of as appetizing as creates the analogy between kitchen ceiling and entrees so that
the sentence becomes lively. Another example is in the sentence when a
dishwasher sounds like a snowflake; there is an analogy between the sound of this
particular dishwasher and the silence of a snowflake falling down (Pugsley, 1990:
56). The comparison is explicit because of the conjunction like which is used to
compare the sound of the dishwasher and the snowflake.
5) Personification
Personification attributes human characteristics to impersonal things, such
as animals, inanimate objects, or abstraction (Zhang, 2005: 185). According to
Allen (2003: 1038), personification is the act or an instance of personifying an
inanimate object, abstract quality, or idea. Zhang (2005: 186-187) classifies
personification into five types. They are:
a) Animals and plants, for example flowers peeped out from amongst the leave;
b) Inanimate objects, for example the gentle breeze caressed my checks and
23
c) Abstract idea, for example life has cheated her;
d) Nouns of time and place used as subjects, for example the fifth century saw
the end of the Roman Empire in the West;
e) Proverbs, for example necessity knows no law.
In advertising, the use of personification makes the products more
human-like so that the advertisements become more interesting to read and also become
more humorous (Kalmane, 2012: 59). Therefore, personification helps to create
memorable images for the products. For example, in a hair color advertisement,
there is a sentence colour that roars, condition that purr. Hair colour has been
given animal qualities to roar and purr, emphasizing the hair color quality to
achieve bright high tone while maintaining a good hair condition after coloring
(Kalmane, 2012: 59-60).
3. Power Relation
Advertisement functions as the means of communication between the
companies or advertisers and the consumers. As the interaction happens, the
message senders (companies) build the relationships with the message receivers
(consumers). This relation is called power relation. French and Raven (1959:
155-156) explain that power relation in advertising is divided into five types; they are
legitimate power, reward power, referent power, expert power, and coercive
power.
Legitimate power is built when message senders are able to control
24
themselves in higher level than the message receivers. Therefore, the message
senders possess the power to dictate the message receivers. This condition is
expected to make the message receivers consider buying the advertised products.
Reward power is defined as power whose basis is the ability to reward
(French & Raven, 1959: 156). Message senders persuade the message receivers to
buy or use the products by promising rewards. If the message receivers buy or use
the products, they will have the opportunity to receive the bonus or rewards
promised by the message senders.
Besides giving the rewards, messages senders usually give some orders to
follow in order to obtain those rewards. This power is called coercive power. If
the orders are not followed, message receivers will not receive the rewards. In
other words, the message senders threaten the message receivers to follow the
orders. Therefore, message senders might obey the orders since they feel threatened if not following the message senders’ orders.
In referent power, the message senders use people’s popularity to reach
what they want (French & Raven, 1959: 162). By using popular public figures, the
message receivers are expected to be attracted to use the advertised products.
Using popular public figures in advertising could influence the message receivers
to follow the public figure’s lifestyle. This influence will make the message
receivers want to buy the advertised products.
Expert power appears when the message senders are positioned as the ones
who understand the products. Using expert power has the implication to draw a
25
attraction to use the products. Thus, it will persuade the message receivers to buy
the advertised products.
B. Theoretical Framework
There are two research questions addressed in this study. The questions are
related to the use of figurative language in Oriflame advertisements and the power
relation developed by Oriflame’s company upon the customers through the
advertisements. Two major theories are employed to answer the formulated
research questions. They are theories about figurative language and power relation.
To solve the first problem, the researcher analyzes the figurative language
used in the advertisements based on theories proposed by Zhang (2005), Pugsley
(1990), also Liberman and Foster (1968). The researcher chooses those theories
because they provide specific descriptions of the figurative language used in
advertising. Figurative language is divided into figures of speech and figures of
thought. Zhang (2005) proposes seven types of figures of speech and nine types of
figures of thought. However, they are only four out of seven figures of speech
employed in this research, namely alliteration, assonance, consonance, and
onomatopoeia. The reason for choosing those four figures of speech is because,
according to Dubovicience and Scorupa (2014: 7), the sound techniques most
often used in English advertising slogans are rhyme, alliteration, assonance,
consonance, rhythm, and onomatopoeia. Since rhyme and rhythm are not included
in figures of speech proposed by Zhang (2005), this research only employs
26
Meanwhile, there are only five out of nine figures of thought employed in
this research, namely metaphor, metonymy, synecdoche, simile, and
personification. The reason for choosing those figures of thought is because those
figures give strong effects in the language of advertising to make the
advertisements become more appealing. Pugsley (1990) has identified that figures
of thought such as metaphor, metonymy, synecdoche, simile and personification
represent lexical or semantic deviations from the linguistic code. Those tropes are
the result of association between the literal and figurative meaning and they help
to provoke the most different reactions in the public towards the products
(Pugsley, 1990: 58).
To solve the second problem, the researcher employs the theory of power
relation proposed by French and Raven (1959). In this research, the power relation
shows how Oriflame company builds its position upon the consumers. There are
five types of power relation, namely legitimate power, reward power, referent
power, expert power, and coercive power. The power relation happens through
communication act between message senders and message receivers. Since the
communication act involves the use of language, power relation can be analyzed
through the language use. The researcher attempts to identify the language use in
27 CHAPTER III
RESEARCH METHODOLOGY
This chapter presents the detailed information about the methodology that
is employed in this research. The methodology is aimed to solve the research
problems. The discussion consists of six sections, namely the research method,
research setting, research subjects, instruments and data gathering technique, data
analysis technique, and research procedure.
A.Research Method
The researcher employed qualitative research in conducting this research.
Qualitative research, according to Denzin and Lincoln (1994: 43), is studying
things in the natural settings, in the attempt to make sense of, or to interpret the
phenomena in terms of the meanings people bring to them. In addition, Ary,
Jacobs, and Razavieh (2002) state that qualitative research focus on understanding
social phenomena from the perspective of human participants in the study (p. 22).
The social phenomena in this study referred to the language use in Oriflame
advertisements. This study attempted to analyze the use of figurative language in
the advertisements and the power relation built by the company upon the
consumers through the advertisements.
The method used in this study was content analysis. Content analysis is a
28
verbal) by systematically and objectively identifying specified characteristics of
the material (Smith, 1966: 314). It is a technique in which the researcher identifies
or analyzes the content of the text. Neuman (2000) defines content as words,
meanings, pictures, symbols, ideas, themes or any messages that can be
communicated and text as anything written, visual, or spoken that serves as
medium communication (p. 292). Content analysis is applied to qualitative
material, whether obtained from archived records, recording of naturally occurring
behavior, or evoked responses as from interviews or projective methods (Smith,
1966: 314). In this research, the data or materials were obtained from Oriflame
advertisements.
B.Research Setting
The research was conducted in February 2015 until July 2015. Firstly, the
researcher collected the data sources in February 2015. The data sources were
Oriflame catalogs. After that, the researcher selected forty advertisements to be
the samples of this research. The researcher gathered the data from March 2015 to
April 2015. Then, the data were analyzed. The analysis took a long time since it
needed to be rechecked and revised for some times. Finally, the research ended in
July 2015.
C.Research Subject
The aim of this research was to analyze the use of figurative language in
29
upon the consumers. The sources of the data were Oriflame advertisements
obtained from Oriflame catalogs. The researcher chose Oriflame advertisements
since the advertisements have particular language styles. Besides its particular
language styles, the reasons of choosing this brand are its attractiveness,
accessibility, and wide circulation.
Remembering that the volumes of the relevant data were abundant, the
researcher needed the samplings of the data. Therefore, the researcher employed
purposive sampling or relevance sampling as a method to select the appropriate
sample. Relevance sampling aims at selecting all textual units that contribute to
answering given research questions because the resulting sample is defined by the
analytical problem at hand (Riffe, Daniel, Lacy, Stephen, & Fico, 1998: 86).
Leedy and Ormrod (2005) state that purposive sampling is the most appropriate
method to select the appropriate sample because the samples should yield the
greatest amount of information about the topic under the research (p. 142).
Therefore, the researcher chose forty advertisements to be analyzed since those
advertisements were the most appropriate representatives among other
advertisements. Those forty advertisements were used as the purposive samples of
this research.
D.Instruments and Data Gathering Technique
This research involved two instruments. They are the researcher as human
30
1. Researcher as human instrument
The researcher is the primary instrument for data collection and data
analysis (Merriam, 2002: 4). It implies that the researcher, as human instrument, is
the one who determines the aim and focus of the research, the source of the data,
the analysis and interpretation of the data, and draw conclusion on the findings.
After determining the objectives of the research, the researcher collected the data.
Then, the researcher classified the data and analyzed them according to the
theories.
2. Document
As stated by Ary, Jacobs, and Razavieh (2002), the data in qualitative
research can be generated from interviews, observations, and collection of
documents which are categorized as descriptive data. The documents in this
research were Oriflame advertisements. Those advertisements were used to gather
the data to answer the research questions.
E.Data Analysis Technique
The researcher used content analysis to analyze the data. The
advertisements in Oriflame catalogs were analyzed and classified by using tables.
Table 3.1 and Table 3.2 were employed to gather the data to answer the first
research question. Theories proposed by Liberman and Foster (1968), Zhang
(2005), and Pugsley (1990) about the use of figurative language in advertising
[image:49.595.101.515.270.586.2]31
Table 3.1 The Figures of Speech of Oriflame Advertisements
No. Figure of Speech Expression(s) Source
1. Alliteration
2. Assonance
3. Consonance
4. Onomatopoeia
Table 3.1 was for figures of speech. The figures of speech included
alliteration, assonance, consonance, and onomatopoeia. The researcher wrote
down the expressions found in the advertisements and classified each of them
using Table 3.1. Besides, in order to gather the data about figures of thought, the
researcher employed Table 3.2.
Table 3.2 The Figures of Thought of Oriflame Advertisements
No. Figure of Thought Expression(s) Source
1. Metaphor
2. Metonymy
3. Synecdoche
4. Simile
5. Personification
Table 3.2 was for figures of thought. The figures of thought included
metaphor, metonymy, synecdoche, simile, and personification. The researcher
32
them using Table 3.2. Both Table 3.1 and Table 3.2 were used to gather the data
to answer the first research question. Besides, the researcher provided a table to
categorize power relation in Oriflame advertisements as shown in Table 3.3.
Table 3.3 Power Relation of Oriflame Advertisements
No. Power Relation Expression(s) Source
1. Legitimate
2. Reward