PERSUASION IN ORIFLAME’S CATALOGUE
HEADLINE : A DISCOURSE ANALYSIS
A THESIS
BY
ERVIKA YANTI SINAGA
REG. NO. 120705075
DEPARTMENT OF ENGLISH
PERSUASION IN ORIFLAME’S CATALOGUE HEADLINE : A
DISCOURSE ANALYSIS
A THESIS
BY
ERVIKA YANTI SINAGA
REG. NO. 120705075
SUPERVISOR
CO-SUPERVISOR
Dr. Nurlela, M.Hum.
Dr. Masdiana,. M.Hum.
NIP. 19590419 198102 2 001
NIP. 19570626 198303 2 001
Submitted to Faculty of Cultural Studies University of Sumatera
Utara Medan in partial fulfillment of the requirements for the
degree of Sarjana from Department of English
DEPARTMENT OF ENGLISH
Approved by the Department of English, Faculty of Cultural Studies University of Sumatera Utara (USU) Medan as thesis for The Sarjana Sastra Examination.
Head, Secretary,
Accepted by the Board of Examiners in partial fulfillment of requirements for the degree of Sarjana Sastra from the Department of English, Faculty of Cultural Studies University of Sumatera Utara, Medan.
The examination is held in Department of English Faculty of Cultural Studies University of Sumatera Utara on April 21th , 2017
Decan of Faculty of Cultural Studies University of Sumatera Utara
Dr. Budi Agustono, M.S. NIP.19600805 198703 1 001
Board of Examiners
Dr. Deliana, M.Hum. ___________________
Rahmadsyah Rangkuti, M.A. Ph.D. ___________________
Dr. Masdiana, M.Hum. ___________________
AUTHOR’S DECLARATION
I, ERVIKA YANTI SINAGA DECLARE THAT I AM THE SOLE AUTHOR OF THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A THESIS BY WHICH I HAVE QUALIFIED FOR OR A WARDED ANOTHER DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT DUE ACKNOWLEDGMENTS IN THE MAIN TEXT OF THIS THESIS. THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER DEGREE IN ANY TERTIARY EDUCATION.
Signed :
COPYRIGHT DECLARATION
NAME : ERVIKA YANTI SINAGA
TITLE OF THESIS : PERSUASION IN ORIFLAME’S
CATALOGUE HEADLINE : A DISCOURSE ANALYSIS
QUALIFICATION : S-1 / SARJANA SASTRA
DEPARTMENT : ENGLISH
I AM WILLING THAT MY THESIS SHOULD BE AVAILABLE FOR REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES, UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW OF THE REPUBLIC OF INDONESIA.
Signed :
ACKNOWLEDGMENT
Firstly, I would like to express my gratitude to the Almighty God, Jesus Christ, who blessed me all the time in every situation.
Secondly, I would like to express my gratitude and appreciation to those who have given me pray, advice, motivation, and help in accomplishing my thesis. They are:
1. The Dean of Faculty of Cultural Studies University of Sumatera Utara Dr. Budi Agustono, M.S who has supported my study in this university.
2. Dr. Deliana, M.Hum. as the head of English Department and Rahmadsyah
Rangkuti, M.A., Ph.D as the Secretary of English Department who have shared many knowledge and experience.
3. Dr. Nurlela, M.Hum. as my supervisor and Dr. Masdiana, M.Hum as
co-supervisor who have share their valuable ideas, times, guidance, and patience in process of completing this thesis.
4. My beloved parents, Roben Sinaga, Annirida Purba who always held my
hand in every situation. Thank you for all prays, understanding,
motivations, supports, and the special thing, your unconditional love for me. I couldn’t do anything without you. I am really proud having parents like them who always tried their best to support all things that I need. I really love you, dad and mom.
5. My beloved best friends, Eflora Sinaga, Riando Sitorus, Nia Tarigan, Friska Sitanggang, Grace Tampubolon, Kristin Siregar, Rapika
Marpaung, Anastasya Damanik, Monica Pangaribuan, Candira Sulastri, Heleri Sinabutar, Niel Gultom, Rehiya, Marthin Marbun, Pandu, Samuel Siagian, Jony Nederend who always support me. Thank you guys. I love you.
6. My beloved friends CG25 (connect group) who always motivate me and
pray for me. I love you my all. You all are my second siblings.
7. My beloved team YES BN Oriflame. Thanks guys. You really support me
to fix my thesis. I hope we can reach our dream soon. Amen
8. Last but not least, for all my friends that I can’t mention name by name and people who know me, i hope we all success in the future.
Finally, may this thesis be worthwhile for all the readers, may the grace and the love of God be with us forever. Amen
Medan, April 21th 2017
ABSTRACT
This thesis entitled “ Persuasion in Oriflame’s Catalogue Headline : A Discourse Analysis” is a study about techniques and strategies of persuasion found in Oriflame’s Catalogue. The theory which is used in this thesis are a theory proposed by Larson (1986) and a theory proposed by Aristotle in a book “Persuasion; reception and responsibility”. The objective of this study: (1) to describe the types of persuasion technique used in Oriflame’s Catalogue, (2) to describe the strategies of persuasion applied in Oriflame’s Catalogue, (3) to find the dominant technique and strategies of persuasion in Oriflame’s Catalogue. This thesis is qualitative descriptive research. The result of the analysis is found there are two types of persuasion techniques on Oriflame’s Catalogue. They are suggestion and identification. There are also three strategies of persuasion. They are pathos, logos, ethos. The dominant technique of persuasion found in Oriflame’s Catalogue is Suggestion, and the dominant strategy of persuasion is pathos.
ABSTRAK
Skripsi ini berjudul “Persuasion In Oriflame’s Catalogue Headline: A Discourse
Analysis” merupakan sebuah kajian tentang techniques of persuasion dan strategy of
persuasion yang ditemukan di setiap headline katalog Oriflame. Adapun teori yang
digunakan dalam skripsi ini adalah teori yang dikemukakan oleh Larson (1986) dan sebuah teori yang dikemukakan oleh Aristotle yang dimuat dalam bukunya
“Persuasion; reception and responsibility”. Tujuan dari kajian ini (1) untuk
menguraikan jenis technique of persuasion yang digunakan di dalam katalog
Oriflame (2) untuk menguraikan stategy of persuasion yang diterapkan di dalam
katalog Oriflame (3) untuk menemukan technique of persuasion yang paling dominan dan strategy of persuasion yang paling dominan di dalam katalog Oriflame. Skripsi ini adalah penelitian kualitatif deskriptif. Dari hasil penelitian ini, ditemukan dua jenis technique of persuasion dan tiga jenis stategy of persuasion. Jenis
technique of persuasion tersebut terdiri dari suggestion dam identification. Jenis
stategy of persuasion terdiri dari pathos, logos, ethos. Technique of persuasion yang
paling dominan adalah suggestion dan stategy of persuasion yang paling dominan adalah pathos.
LIST OF TABLE
Table 2.1: Persuasion Technique Indicators ... 13
Table 4.1: Technique of Persuasion ... 21
Table 4.2: Identification Technique in Make Up ... 22
Table 4.3: Identification Technique in Perfume ... 23
Table 4.4: Identification Technique in Skin Care ... 25
Table 4.5: Suggestion Technique in Make Up ... 27
Table 4.6: Suggestion Technique in Perfume ... 30
Table 4.7: Suggestion Technique in Skin Care ... 32
Table 4.8: Strategy of Persuasion ... 34
Table 4.9: Pathos Strategy in Make Up ... 35
Table 4.10: Pathos Strategy in Perfume ... 37
Table 4.11: Pathos Strategy in Skin Care ... 40
Table 4.12: Logos Strategy in Make Up ... 42
Table 4.13: Logos Strategy in Skin Care ... 44
TABLE OF CONTENTS
AUTHOR’S DECLARATION ... v
COPYRIGHT DECLARATION ... vi
ACKNOWLEDGMENT ... vii
CHAPTER II REVIEW OF RELATED STUDY 2.1 Advertisement... 4
2.2 Persuasion ... 6
2.2.1 Form, Style and Tones of Persuasion ... 7
2.2.2 Persuasion Language ... 8
2.3 Persuasion Process ... 9
2.3.1 Techniques of Persuasion ... 10
2.3.1.1 Identification ... 11
2.3.1.2 Suggestion ... 11
2.3.1.3 Conformity ... 11
2.3.1.5 Projection ... 12
2.3.2 Strategies of Persuasion ... 13
2.3.2.1 Pathos ... 14
2.3.2.2 Logos ... 14
2.3.2.3 Ethos ... 14
2.4 Previous Studies ... 15
CHAPTER III METHOD OF RESEARCH 3.1 Method of the Study ... 16
3.2 Data and Data Source ... 16
3.3 Data Analysis Method ... 17
CHAPTER IV FINDING AND DISCUSSION 4.1 Introduction ... 21
4.2 Technique of Persuasion in Oriflame’s Catalogue ... 21
4.2.1 Identification ... 23
4.2.2 Suggestion ... 28
4.3 Strategies of Persuasion in Oriflame’s Catalogue ... 35
4.3.1 Pathos ... 36
4.3.2 Logos ... 43
4.3.3Ethos ... 46
4.4Discussion ... 48
CHAPTER V CONCLUSION AND SUGGESTION 5.1 Conclusion ... 49
5.2 Suggestion ... 49
