Analysis of Emphatic Styles in Advertisements.

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ABSTRACT

Dalam tugas akhir ini, saya menganalisis emphatic styles yang seringkali digunakan di dalam iklan. Dengan begitu banyaknya media cetak yang muncul, para pengiklan berusaha memberikan sesuatu yang baru dan menarik dalam iklan yang mereka buat. Emphatic styles digunakan dalam iklan sebagai alat untuk memberikan aspek keindahan dan kreativitas. Di dalam iklan, pesan yang ada harus disampaikan sedemikian rupa sehingga para pembaca tertarik untuk membeli produk yang ditawarkan. Baik teks, gambar, warna, dan lain-lain, mempengaruhi penyampaian pesan dari iklan tersebut. Hal ini dalam ilmu linguistik disebut emphatic styles.

Emphatic styles adalah penekanan dari bentuk-betuk penulisan yang menjadi daya tarik bagi para pembaca. Emphatic styles lebih menekankan pada teks yang ada di dalam iklan. Para pengiklan menggunakan emphatic styles untuk menunjukkan keunggulan dari suatu produk dalam iklan yang mereka buat. Dengan semakin banyaknya iklan yang ada saat ini, para pengiklan tidak kehabisan akal untuk membuat hal-hal yang baru yang dapat menarik perhatian pembaca atau konsumen. Hal yang terpenting adalah para pengiklan berusaha memberikan kekhasan dari iklan yang mereka buat sehingga para pembaca selalu ingat akan ciri khas dari iklan tersebut. Emphatic styles dapat ditemukan di dalam iklan. Dalam iklan yang saya

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CHAPTER ONE

promote the products they offer. Moreover, in this globalization era, advertisements

are common to use. And it cannot be denied that advertisements characterize

globalization, which is related to human life because advertisements deliver all

aspects of the human life itself. Considering the Internet world-wide, it is clear that

advertisements are already part of the globalization era.

Besides showing pictures, advertisements contain texts that give information

about a certain product. In printed advertisements, advertisers try to convey the

information about the product which is offered mainly through written texts. The text

obviously reflects the product itself. Therefore, clear information is needed to avoid

misunderstanding, especially because there is no direct contact between the

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advertisers and the readers. The texts in the advertisements should be brief, solid, and

clear so that the readers can understand the messages.

The common way of communication in advertisements is that the advertiser

initiates the message encoded into a text and then the text is decoded into a message

by the reader (Leech 210). Since the basic intention of an advertisement is to attract

people to buy and use the product, an advertisement text should be persuasive.

Therefore, there must be some attention-seeking devices that are used in

advertisements. Based on Goddard, attention-seeking devices can be in the forms of

verbal texts, images, pictures, layouts, colors, and many more. All these forms

complement each other so that the whole text promotes the good quality of the

product (Goddard 9-16).

In my thesis, I would like to focus on one of the attention-seeking devices,

namely the verbal text used in advertisements. More specifically, I focus on the style

of writing of the verbal text. In order to attract the readers, advertisers may use an

emphatic style of writing to highlight the top quality of the product. Because of the

new brands, for instance, the advertisers have to use emphatic styles to attract the

consumers and to make them remember their products.

The significance of my thesis is that it can give a considerable knowledge to

the readers, so that they are aware of the facts that there are many varieties of writing

texts in advertisements. As a result, they can develop themselves to be more creative

and productive. For advertisers or copy-writers of the advertisement, the significance

is that they can compete with one another to create better style of writing and

distribute their creative ideas with new forms of advertisement.

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The emphatic style can be very effective by means of repeated sounds,

repeated sentence structures, and repeated words or part of the words. Repeated

sounds can be found in the words with rhymes, assonances, minimal pairs, and

alliterations. Repetition is used to support consumer’s memory, and it is expected that

they will always remember the product and then buy it.

My topic belongs to Stylistics, which is defined as “the study of style which is

rarely undertaken for its own sake, simply as an exercise in describing what use is

made of language” (Leech 13). In Stylistics, it is possible to be more specific to learn

how language serves a particular artistic function. In this case, graphology,

phonology, morphology, and syntax can serve the function. Graphology is related to

all the visual aspects of text, including layout and images; for example, the font of the

letters, types of the letters, whether they are typed or handwritten, etc (Goddard 13).

Phonology is concerned with investigating the ways in which sounds are used

systematically in different languages to form words and utterances (Katamba 1).

Syntax is the study of the rules governing the formation of linguistic units larger than

words. For example: a good man; is made up of a, good, man, the utterance of a good

man (Tomori 21). Morphology is the study of the structure of words; the study of the

rules governing the formation of words in a language. For example: The word

achievement is made up of the two parts achieve- and -ment (Tomori 21).

1.2 Statement of the Problem

The problems in this study are formulated as follows:

1.Which advertisement slogans contain emphatic styles?

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2.What emphatic styles are used in printed advertisements?

3.What is the function of the emphatic styles?

1.3 Purpose of the Study

Following the statement of the problem, the purposes of this study are:

1.To show which advertisement slogans contain emphatic styles.

2.To reveal the emphatic styles in advertisements.

3.To explain the function of the emphatic styles.

1.4 Methods of Research

First, I collect the data in the form of printed advertisements taken from

several magazines. Second, I select the advertisements which contain emphatic styles.

Third, I classify the advertisements based on the kinds of emphatic styles. Fourth, I

analyze the data by means of the theory taken from linguistic textbooks and the

Internet. Finally, I write a research report.

1.5 Organization of the Thesis

This thesis consists of four chapters. Chapter One is the Introduction, which

contains Background of the Study, Statement of the Problem, Purpose of the Study,

Method of Research, and Organization of the Thesis. In Chapter Two, the theoretical

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framework of the study is presented. The data analysis is put forward in Chapter

Three. The following chapter, Chapter Four, states the Conclusion, in which what has

been analyzed and discussed in the previous chapter is concluded. At the end of the

thesis there are the Bibliography, in which the sources are listed, and the Appendices,

in which the whole data are presented.

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CHAPTER FOUR

CONCLUSION

In this chapter, I would like to present my conclusion based on my discussion

in the previous chapter. Based on all analysis of the emphatic style, I conclude that

advertisements are one of the media of communication that represent all aspects in

human life. I think the advertisers give their ideas in advertisements with the new

style of writing to attract the readers. From using pictures, layout, colors, and many

more, the advertisers want the readers to feel the atmosphere in the advertisements.

From these things, the purpose of the advertisements which is to promote the product

is delivered through message. From the message in the advertisements, the readers

are influence to read the advertisements and react to them.

Based on the analysis in Chapter Three, I find that in advertisement slogans,

particular emphatic styles are used. But the types of emphatic styles are varied based

on the function. The use of the emphatic styles is related to the product. Without

connecting the product with the types of the emphatic styles, the information of the

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advertisements will not be cleared. By using various emphatic styles, the advertisers

used the distinctive feature of each advertisement to make the readers remember the

advertisements. Through advertisements, we realize that many aspects of linguistics

are used as the things that we can find and learn.

Emphatic styles which are used in the data in Chapter Three are part of

stylistic. Stylistics itself is a style of writing in which so many styles are used to give

variation. Because of that, emphatic styles are commonly found in advertisements

that usually need varieties in conveying information. Advertisers create such

emphatic styles to promote the products; therefore, they need to develop their ideas to

build a new concept for advertisement. Sense of beauty is useful to get the artistic

function in each advertisement. By using emphatic style, we can combine aesthetic

appreciation and linguistic appreciation.

From the 20 data in Chapter Three, I have analyzed each data based on the

emphatic styles in the particular advertisements. I discover that each data uses a

variation of the use of emphatic styles. Besides, I notice different functions of

emphatic style in delivering a message. As mentioned in the previous chapter, the

emphatic styles represent four areas of linguistics, namely graphology, phonology,

syntax, and morphology. These areas of linguistics are applicable in my analysis and

each type of emphatic styles emphasizes its own function.

Graphology is one of the emphatic styles that are used in some of the data that

I have selected. From the data, graphology is used by showing the bold types,

capitalized letters, quotation marks, symbols, and colors. Symbol which is used in the

data is in the form of graphology since it is interesting and it shows the readers a new

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style of writing. Graphology which is found in the advertisement slogans emphasizes

the words in the advertisement, because graphology is concerned with each of the

words, so the function of this emphatic style is related to visual aspects. I find out in

Chapter Three that graphology in advertisements is used to show the way to highlight

the main idea of advertisements, so it is easy for the readers to find the message of the

advertisements.

Phonology in some of the data is related to sound repetition. In the data in

Chapter Three, most of the emphatic style is in the area of phonology. From the data,

repetition can be in the form of minimal pairs, rhymes, assonance, word repetition,

alliteration, repetition of the base word, and repetition of part of the word. I have

found that repetition is the most common style that is used in advertisements because

repetition is the easiest type of emphatic styles that are easy to remember. In addition,

repetition produces a pleasant sound from the choice of words in advertisements.

Moreover, the use of repetition is ear-catching, by using a particular sound it makes

the readers interested in reading the advertisements. Rhymes in some of the data give

an aesthetic effect because they are very pleasant to hear.

Syntax is used in the principle of end-focus and parallelism. Concerning

sentence structure, the data shows the grammatical structure of the sentence. From the

data, the principle of end-focus emphasizes the style of writing where the main idea

of the sentence is placed at the end of the sentence. So, the word or phrase placed at

the end of the sentence is important and it gives new information. The words at the

end of the sentence emphasize the information of the product. Parallelism in some of

the data is used to give an aesthetic form of the sentence, which is shown from the

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good sentence construction. The use of parallelism in the analysis of the data is

eye-catching to the readers because of its structure.

Morphology shows the derivation of words and suffixes, which are the affix

forms at the end of words. I have found that some of the data emphasize the repetition

of the same suffix, which makes the readers pay more attention because it gives a

pleasant sound. Some of the data uses the suffixes to emphasize the slogan of the

advertisements. The use of the same suffix is ear-catching and it makes the readers

remember a particular product easily. By using suffixes, the readers are more aware

of the good sounds each advertisement makes.

Finally, I conclude that in advertisements many varieties of emphatic styles

are used. The advertiser creates attention-seeking devices through these emphatic

styles to influence the readers. All the emphatic styles used in the advertisements try

to attract the reader’s attention and to make them believe that the product in a

particular advertisement is the best product. The emphatic styles are used by the

advertisers to make them more creative, so that they can compete with each other to

produce the best advertisements. And for the readers, they become more responsive

to the message in the advertisements.

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BIBLIOGRAPHY

References:

Crystal, David. An Encyclopedic Dictionary of Language and Languages. Penguin

Books Limited, 1992

Goddard, Angela. The Language of Advertising. London: Routledge Taylor and

Francis Group, 1998

Katamba, Francis. An Introduction to Phonology. England: Longman Group UK

Limited, 1989

Leech, Geoffrey N. A Linguistic Guide to English Poetry. England: Longman Group

Limited, 1969

Leech, and Michael H. Short. Style in Fiction. England: Longman Group Limited,

1981

Tomori, S.H.Olu. The Morphology and Syntax of Present Day English: An

Introduction. Guildford: Surrey, 1977

Electronic Publications:

The language of Advertising. Resource Centre English Online. 24 August 2005

<http://english.unitechnology.ac.nz/resources/resources/advertising.html >

Maranatha Christian tniversity

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Graphology. Handwriting. 19 April 2007

<http://www.handwritingpro.com/graphology.html >

Kawanku April, 2002:3

Allure April, 2004: 34, 35, 39, 89

Company July, 2004: 45, 78, 89, 90, 94, 122, 130, 221

Vogue September, 1989: 18, 37, 63, 187, 241, 311, 353