RHETORICAL APPEALS OF SMARTPHONE ADVERTISEMENTS ON BILLBOARDS.

RHETORICAL APPEALS OF SMARTPHONES

ADVERTISEMENTS ON BILLBOARDS

A Thesis

Submitted to the English Applied Linguistics Study Program in

Partial Fulfillment of the Requirements for the

Degree of Magister Humaniora

By:

DYTA DEASY ANGRIANI

Reg. No. 8116111006

ENGLISH APPLIED LINGUISTICS STUDY PROGRAM

POSTGRADUATE SCHOOL

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ABSTRACT

Dyta Deasy Angriani. Rhetorical Appeals of Smartphone Advertisements on Billboards. English Applied Linguistics Study Program. Postgraduate School. State University of Medan. 2016

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ABSTRAK

Dyta Deasy Angriani. Rhetorical Appeals of Smartphone Advertisements on Billboards. Program Studi Linguistik Terapan Bahasa Inggris. Sekolah Pascasarjana. Universitas Negeri Medan. 2016.

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ACKNOWLEDGEMENTS

First and foremost, the writer would like to express her greatest gratitude to

Allah SWT, the Almighty that has given her the ability, health and safety to finish

her thesis. May peace and blessing of Allah be upon Prophet Muhammad SAW

who introduced us good behaviours.

Foremost, the writer would like to express her sincere gratitude to her

advisors, Prof. Dr. Lince Sihombing, M.Pd. and Dr. Didik Santoso, M.Pd. for the

support and guidance to finish this thesis; for their assistance, advices, time and

immense knowledge given to the writer. Moreover the writer would like to express

her thanks to the examiners, Prof. Dr. Busmin Gurning, M.Pd., Prof. Amrin

Saragih, M.A.,Ph.D and Dr. Anni Holila Pulungan, M.Hum for their suggestions,

comments and questions for the thesis improvement.

The writer would also like to express her gratitude to Dr. Rahmad Husein,

M.Ed as the head of English Applied Linguistics Study Program and Dr. Anni

Holila Pulungan, M.Hum. as the secretary of English Applied Linguistics Study

Program who have assisted her in processing the administration requirements

during the process of her studies in the Postgraduate School of the State University

of Medan, and not to forget special thanks to the all lecturers of the English Applied

Linguistics Study Program who have given their valuable knowledge to her in their

lectures.

Sincere gratitude are expressed to her parent, Aprilawaty Pulungan and her

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special thanks also go to her extended family, H. Totop Pulungan family for their

support and care until the writer finished her thesis.

The writer would also like to express her gratitude to her beloved friends in

SMK Negeri 7 Medan and her classmates, English Applied Linguistics XX-A for

the prayer, support, love, laughs and friendship.

Those whose name cannot be mentioned one by one, the writer would like

to say thanks for their help and support. Thanks for everything. May Allah SWT

bless us. Amin.

Medan, 4 Maret 2017

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CHAPTER II. REVIEW OF RELATED LITERATURE 2. Theoretical Framework ... 8

2.1 Rhetoric Appeals ... 8

2.2 Types of Rhetorical Appeals & the Characteristic Strategies ... 11

2.2.1 Logical Appeal ... 11

2.2.2 Ethical Appeal ... 12

2.2.3 Emotional Appeal ... 14

2.3 Process of Describing the Rhetorical Appeals ... 16

2.3.1 Describing the Logical Appeal ... 17

2.3.2 Describing the Ethical Appeal ... 19

2.3.3 Describing the Emotional Appeal ... 21

2.4. Reason of Realizing the Rhetorical Appeals ... 22

2.5 Language Modes in Rhetorical Appeals ... 23

2.6 Smartphone Advertisements on Billboard ... 26

2.7 Relevant Studies ... 29

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CHAPTER IV. RESEARCH FINDINGS & DISCUSSIONS

4.1 Research Findings ... 40

4.3 Discussions ... 60

CHAPTER V. CONCLUSIONS AND SUGGESTIONS 5.1 Conclusions ... 62

5.2 Suggestions ... 63

REFERENCES ... 64

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusions

After analyzing the whole data deliberately, the conclusions are drawn:

1. The logical appeal is seemingly the strongest one to apply in smartphone

advertisements as it is related to technology that must be scientifically proven.

The arguments in logical appeal engage readers or observers by appealing to

reason, logic, and data in order to convince them that the real proven or tested

products are much more important. Therefore, to gain such achievement, the

characteristic strategies that frequently occurred in the smartphone

advertisements are evidences, facts, & examples. Thus, the rhetorical appeals

and their strategies in the smartphone advertisements are tightly related to

each type of rhetorical appeal. Each strategy must depict or represent the three

rhetorical appeals natures or characteristics. By ably recognizing &

understanding the characteristic strategies, it is easy to relate it with what

rhetorical appeal that they are encompassed in. As a whole, both the verbal &

visual texts are the ideas & arguments to promote the smartphones.

2. The reasons of rhetorical appeals are used in smartphone advertisements are to

evoke people’s reasoning, influence people’s minds & feeling, gain people’s

acceptance through any ethical values. It can be investigated by analyzing the

rhetorical appeals such as logical, emotional & ethical to understand the

message and meanings of smartphone advertisements to persuade and

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5.2 Suggestions

In line with the conclusions that have been stated, some suggestions are

offered to the readers, especially for those who are interested in doing further study

on rhetorical appeals not only in advertisements but also in any discourse as follow:

1. It is suggested for other students to study about rhetorical appeals in other

kinds of advertisements that may present particular arguments& ideas to

uncover the message of the advertisements in order to discover whether the

rhetorical appeal is strong or not.

2. It is suggested for the students who want to study about the theory of

rhetorical appeals in any social interaction, such as in advertisements,

speech, news, entertainment, articles, and so on in order to know whether

there is failure or fallacy in any rhetorical appeal that is used.

3. It is suggested for other researchers who want to conduct a research by

using rhetorical appeals in any research fields, such as in economics,

politics, journalism, laws, etc in order to understand the ways of the

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