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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.

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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).

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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

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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

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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)

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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

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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 atau

media 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

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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.

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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).

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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

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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.

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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

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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

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xii

C. Recommendations ... 56

1. For English Teachers ... 57

2. For English Learners ... 57

3. For Advertisers ... 58

4. For Future Researchers ... 58

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xiii

LIST OF TABLES

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xiv

LIST OF FIGURES

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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).

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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

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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

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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

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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

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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

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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

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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

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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

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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]
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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

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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

Gambar

Table 3.2   The Power Relation of Oriflame Advertisements  .......................... 32
Figure 4.3   The Power Relation of Oriflame Advertisements  ........................ 48
Table 3.1 and Table 3.2 were employed to gather the data to answer the first
Table 3.3 was for power relation. The power relation included legitimate
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Penulisan ilmiah ini akan membahas mengenai efektifitas serta efisisensi dari berbagai aspek dari penggunaan salah satu bahasa open source, yaitu bahasa pemrograman mercury

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Penulisan ilmiah ini membahas tentang pembuatan website pemasaran tanaman pada flowers shop dengan menggunakan bahasa pemrograman PHP dan MySQL. Pembuatan website ini mempunyai

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Peraturan Pemerintah Nomor 38 Tahun 2007 tentang Pembagian Urusan Pemerintahan antara Pemerintah, Pemerintahan Daerah Provinsi dan Pemerintahan Daerah Kabupaten/Kota

 Ba proprietariu ida-idak, inklui kopia dokumento husi DNID neébe hatudu proprietariu nia naran no TIN  Indika numeru proprietariu ke la iha TIN ba ema nebe individual