THE USE OF RHETORICAL FIGURES
SEEN IN APPLE ADVERTISEMENT WEBSITE
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Vedo Dian Imanda Student Number: 131214031
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
i
THE USE OF RHETORICAL FIGURES SEEN IN
APPLE ADVERTISEMENT WEBSITE
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Vedo Dian Imanda Student Number: 131214031
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
iv
DEDICATION PAGE
I dedicate this undergraduate thesis to:
Allah SWT
Herman
Yuli Purwaningsih
v
STATEMENT OF WORK’S ORIGINALITY
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, April 12th, 2018
The Writer
Vedo Dian Imanda 131214031
vi
LEMBAR PERNYATAAN PERSETUJUAN
PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma
Nama : Vedo Dian Imanda
Nomer Mahasiswa : 131214031
Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul:
THE USE OF RHETORICAL FIGURES
SEEN IN APPLE ADVERTISEMENT WEBSITE
beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di Internet atau media lain untuk kepentingan akademis tanpa perlu meminta ijin dari saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis.
Demikian pernyataan ini yang saya buat dengan sebenarnya.
Dibuat di Yogyakarta Pada tanggal: 12 April 2018
Yang menyatakan
vii ABSTRACT
Imanda, Vedo Dian (2018). The Use of Rhetorical Figures Seen in Apple Advertisement Website. Yogyakarta: English Language Education Study Program. Department of Language and Arts Education, Faculty of Teachers Training and Education, Sanata Dharma University.
Advertising becomes part of the communicative language that exists in daily life. In this era, advertising can be found anywhere, thus reading an advertisement is inevitable. Advertisements are developed into a media that can be reached by anyone, anywhere, and anytime. One of the media is called an advertisement website.
Since the nature of advertisement is to persuade people, the language of advertisements employ some rhetorical figures to attract and persuade the audiences. Rhetorical figures are defined as a language technique which induces action and contributing satisfaction. The expected result that the advertisement can influence and persuade people to buy the products.
This study aims to solve two formulated problems. The first problem was to identify types of rhetorical figures were used in Apple website advertising. The second problem was aimed to find out the reasons for using rhetorical figures in Apple website advertising.
The results showed that there were 10 types of rhetorical figures used in Apple website advertisements from the various website pages. Those rhetorical figures are repetition, enumeration, synonymy, polysemy, wordplay, hyperbole, metaphor, periphrasis, personification, and simile based on Corbett (1990) classifications. Furthermore, four reasons were found for using those rhetorical figures in the advertisement. The reasons were giving persuasive quality, gaining the attention, leading to greater memorability and recall, and easing the message process, according to Tom & Eves (1999).
viii ABSTRAK
Imanda, Vedo Dian (2018). The Use of Rhetorical Figures Seen in Apple Advertisement Website. Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.
Iklan menjadi salah satu bahasa yang sudah diakui dalam kehidupan sehari-hari. Dijaman sekarang, iklan dapat ditemukan dimana-mana, sehingga membaca iklan menjadi tak terelakkan. Iklan telah dikembangkan menjadi media yang dapat ditemukan oleh siapapun, dimanapun, dan kapanpun. Salah satu media tersebut bernama laman iklan.
Dasar dari iklan adalah untuk membujuk masyarakat, maka bahasa dalam periklanan menggunakan bahasa kiasan untuk menarik dan membujuk masyarakat. Bahasa kiasan dalam iklan dideskripsikan sebagai tehnik yang membujuk tindakan dan merujuk ke kepuasan. Hasil yang diinginkan berupa iklan yang dapat mempengaruhi dan mengajak orang-orang untuk membeli produk.
Penelitian ini bertujuan untuk memecahkan dua pokok permasalahan. Permasalahan pertama adalah untuk mengidentifikasi jenis bahasa yang mengesankan yang digunakan dalam laman periklanan Apple. Permasalahan yang kedua bertujuan untuk mengetahui alasan dibalik penggunaaan bahasa yang mengesankan dalam laman periklanan Apple.
Hasil menunjukkan ada 10 tipe bahasa pengesanan yang digunakan dalam laman periklanan Apple dari laman-laman yang ada. Bahasa pengesanan tersebut adalah pengulangan, penyebutan kata satu-persatu, persaman kata, polysemy, permainan kata, penghebat, kiasan, periphrasis, penjelmaan, dan tamsil berdasarkan pengelompokan oleh Corbett (1990). Terlebih, empat alasan telah ditemukan dalam penggunaan bahasa pengesanan dalam periklanan. Alasan tersebut adalah memberikan kualitas ajakan, mendapatkan perhatian, mengembangkan daya ingat yang lebih besar, dan memudahkan proses daya ingat menurut Tom & Eves (1999).
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ACKNOWLEDGEMENTS
First of all, I would like to say my big gratitude to Allah SWT, who gives me a good life, health, wonderful family, and good friend so I can finish my study. Allah gives me strength when I feel down and inspirations when I am feeling blank. Because of Allah I can struggle and finish my thesis.
I would never forget to mention my wonderful advisor Yuseva Ariyani Iswandari S.Pd., M.Ed. for her time and support along the year when I was writing my thesis. She always reminds me and supports me whatever the condition is. She is an inspiration to me and always the best lecturer I have ever met. All of her dedications are real to me. May God always bless her.
Moreover, my gratefulness is addressed to my parents; my dad Herman and my mom Yuli Purwaningsih for always giving me motivations, love, and a place called home. Their efforts are really precious to me. Without them, I would never become a good person or even finish this thesis.
I would also give my biggest thanks to my friends who always accompanied me along the journey to finish this thesis; Ranti Kartika who gave me big supports and time in writing this thesis, Kristiyanto who gave me a lot of help and suggestions, Gustav Viko Radityatama who gave me the inspiration to start my topic, Dionisia Stella who were willing to proof the grammar in finishing my thesis.
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The last but not least, I thank all of Puguh Kris Club, Lorcin Squad, and
MaravilleCrew who become the second family to me. Their love and supports are amazing. Thank you for the willingness to become the slice of my life.
xi TABLE OF CONTENTS Page TITLE ... i APPROVAL PAGE ... ii DEDICATION PAGE ... iv
STATEMENT OF WORK‟S ORIGINALITY ... v
LEMBAR PERNYATAAN PERSETUJUAN ... vi
ABSTRACT ... vii ABSTRAK ...viii ACKNOWLEDGEMENTS ... ix TABLE OF CONTENTS ... xi CHAPTER I: INTRODUCTION ... 1 1.1 Research Background... 1 1.2 Research Questions ... 3 1.3 Research Significances... 4
1.3.1 The English Learners ... 4
1.3.2 The Lecturers ... 4
1.3.3 Future Researchers ... 4
1.3.4 The English Language Education Study Program Department ... 5
1.4 The Definition of Terms ... 5
1.4.1 Rhetorical Figures ... 5
1.4.2 Apple Website ... 6
1.4.3 Website Advertisement Media ... 6
CHAPTER II: REVIEW OF RELATED LITERATURE ... 8
2.1. Theoretical description ... 8
2.1.1 Advertisements ... 8
xii
2.1.2.1 Measurement and Accountability ... 9
2.1.2.2 Consumer Reach ... 10
2.1.3 Rhetorical Figures in Advertisement ... 10
2.1.3.1 Schemes ... 11
2.1.3.2 Trope ... 15
2.2 Reasons for Using Rhetorical Figures in Advertisements ... 19
2.2.1 Giving Persuasive Quality ... 20
2.2.2 Gaining Attention ... 21
2.2.3 Easing Message Process ... 22
2.2.4 Leading to Grater Memorability and Recall ... 22
2.3 Theoretical Framework ... 23
CHAPTER III: RESEARCH METHODOLOGY ... 25
3.1 Research Method ... 25 3.2 Research Setting ... 26 3.3 Data Source ... 26 3.4 Research Instruments ... 27 3.4.1 Human Instrument ... 27 3.4.2 Documents ... 27
3.5 Data Gathering Techniques ... 28
3.6 Data Analysis Technique ... 29
CHAPTER IV: RESEARCH RESULTS AND DISCUSSION ... 31
4.1 Types of Rhetorical Figures in Apple Website Advertisements ... 31
4.1.1 Repetition ... 32 4.1.2 Enumeration ... 34 4.1.3 Synonymy ... 36 4.1.4 Polysemy ... 38 4.1.5 Wordplay ... 39 4.1.6 Hyperbole ... 40 4.1.7 Metaphor ... 41
xiii
4.1.8 Periphrasis ... 43
4.1.9 Personification ... 44
4.1.10 Simile ... 45
4.2 Reasons for Using Rhetorical Figures in Apple Website Advertising ... 46
4.2.1 Giving Persuasive Quality ... 46
4.2.2 Gaining Attention ... 47
4.2.3 Easing Message Process ... 48
4.2.4 Leading to Greater Memorability and Recall ... 49
CHAPTER V: CONCLUSIONS AND RECOMMENDATIONS ... 51
5.1 Conclusions ... 51 5.2 Implications ... 52 5.3 Recommendations ... 53 5.3.1 Advertisers ... 53 5.3.2 Future Researchers ... 53 REFERENCES ... 54 APPENDICES ... 56
Appendix 1. The Table of Rhetorical Figures in Apple Advertisement Website 57 LIST OF APPENDICES Appendix 1 Table of Rhetorical Figures ... 57
1 CHAPTER I INTRODUCTION
This chapter discusses the nature and the content of the proposed research. This section encompasses four parts, namely research background, research questions, research significance, and definitions of terms.
1.1Research Background
Advertising becomes part of the communicative language that exists in daily life. For many purposes in daily communication, the writer or speaker chooses words, as well as syntactic expressions and figurative language (Fomukong, 2016, p. 117). Syntactic expressions and figurative language have some purposes to make gimmick words of advertisements so it would make the advertisement become appealing and contain strong message behind the words. Therefore, advertisement becomes one of the discourse types, which people consume every day. Through persuasiveness, that advertising becomes a powerful way for individuals or companies to look for stimulating and affecting either actions or attitude of other people. It is stated by Cook in his journal that advertisement might also amuse, inform, misinform, worry, and warn people (Cook 1992, p. 5). To get the power of persuasiveness, the advertisement is evolving to become more attractive, in which it provides favorable images and words of the company or its products. Janoschka (2004) explains that
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advertisements should create a positive effect on profit figures as well as a good influence or change the audience‟s attitude with attractive language.
The language of advertising has the power to influence social life. Therefore, making some of it is not easy since the writer is expected to think creatively and extraordinary. Fomukong (2016) explains that in order to promote the product, the advertiser has to think about some techniques that can catch people desires, be an attractive, and unusual as well, which has known as rhetorical figures. Rhetorical figures are known as a language technique which induces action and contributing towards satisfaction (p. 118). The expected result is that the advertisement can influence and persuade people to buy the company‟s products.
In persuading the readers, rhetorical figures have a necessary impact such in different perspectives. There are two categories of rhetorical figures called scheme and trope (Leech, 1969). Trope and scheme are figure speech with have an unexpected twist in the meaning of words that create deviation on the semantic level of discourse (Leech, 1969). The deviation allows enhancing the product‟s quality with decorative words on it. For instance, the use of figurative languages in Apple website product, “Life is easier on iPhone.” where the advertiser shows a sophisticated gadget to help the reader‟s life. The other one is called tropes which according to Mulholland (1994), has a meaning as figures of speech that are selective in words and ideas that cause an unexpected twist in the meaning. For instance, the words “A big step for small.” show many twists in the meaning,
which creates unique perspectives. This kind of discourse emphasizes reader‟s perspective that influences the reader capability to understand the products.
The researcher is interested in studying the website as the media advertising because it is one of the most popular ways as a promotion media. Meanwhile, the website is limitless and able to build a social environment among million people around the world without limited by time (Tuten, 2008). The website may provide some pictures and words as the writers desire to persuade the reader about how good their products are. In another meaning, it contains rhetorical figures that can be studied by the researcher. Besides, the postings can engage other social media users such as Facebook and Twitter. Moreover, the significance of rhetorical figures in education might help students in making a good advertisement for academic purposes through media. Furthermore, it might also help students to learn creatively related to linguistics.
1.2Research Questions
Considering the explanations above, the researcher has formulated two research questions as follows:
1. Which schemes and tropes of rhetorical figures are used in Apple advertisement website?
2. What are the reasons for using rhetorical figures in Apple advertisement website?
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1.3Research Significances
By conducting this research, the researcher expects beneficial results for English Language Education Study Program Sanata Dharma University. Students, lecturers, and future researchers are able to comprehend and explore the study of linguistic discourse in an advertisement. The researcher hopes that learning about the use of rhetorical figures will help students to understand more about applied linguistic in advertising.
1.3.1 The English Learners
The researcher expects the research will contribute new or further understanding of rhetorical figures used in sentences, clauses, or phrases. Furthermore, the researcher expects the students become more aware of the words of advertising, which have more one meaning and function like rhetorical figures.
1.3.2 The Lecturers
The researcher believes that this study will help English Department lecturers in Sanata Dharma to implement specific aspects of adjectives for their explanation to students, who are taking some subjects related to advertisements. The English Language Education Study Program in Sanata Dharma has some subjects related to the discussion of advertising skills, for example, Mass Media Communication. Moreover, the researcher hopes that it may help the study program to make better advertisement whenever an international event is held.
1.3.3 Future Researchers
The researcher expects that the results can be used as an additional academic reference to conduct other studies dealing with specific terms of advertisements and the language used. The future researchers may compare the
findings of this research to their future study to renew the idea using adjectives on advertisements.
1.3.4 The English Language Education Study Program Department
The findings of the research will enrich the knowledge of English teaching-learning process in English Department. The result of the research will be useful for finding problems and evaluating problems, and also implementing planning and actions related to the process of English teaching and learning.
1.4 The Definition of Terms
In order to clarify concepts and avoid misunderstanding, the researcher defines keywords or phrases used in this study, namely rhetorical figures, apple website, and social media advertising.
1.4.1 Rhetorical Figures
Rhetorical figures are defined as artful languages which are designed to get reader attention. Corbett (1990) explains the purpose of rhetorical figures is to make strange words become familiar and unforgettable to the reader. Rhetorical figures are divided into two major figure of speech categories, naming scheme and trope of rhetorical figures. The scheme is defined as figures of speech that deals deviation of words arrangements. Moreover, the trope is defined as figures of speech with an unexpected twist in the meaning. The insertion of both scheme and trope are intentionally making the words of advertisement become catchy and inevitable to read.
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1.4.2 Apple Website
Apple computer was consistently rated the number 1 and considered the world‟s best company by many magazines (Doughtery, 2011). The researcher sees that Apple‟s Website, which can be found at www.apple.com is very suitable as a good example where the adjective becomes the main role of the advertising language. The other thing is that Apple‟s product considered as products that very valuable. This is because the Apple‟s company states for themselves that their products are extraordinary. The reason is that Apple Company can deliver an unusual message to their customers with a magnificent advertising technique, so people will think that their product is different. Combined with positive words, Apple‟s website becomes a magnificent advertisement to surf. According to Geoffrey Leech, most frequent and important type of the advertising is „commercial consumer advertising‟ (Leech 1972), which means it is directed toward a mass audience. Moreover, the other is „prestige advertising‟, here the name and the positive image of the company are advertised rather than a product or service, as well as what Apple computer has done on their main website advertisements combining both of two concepts to add more value to their own product.
1.4.3 Website Advertisement Media
The growing popularity of website media has brought influences in the way advertisers promote their goods and services. The idea is designed to help people or companies establish a social presence and inform others about their products and services (Kennedy, 2016). In this modern era, consumers spend a lot of time surfing the internet through virtual media. Among various virtual media,
the website becomes a popular choice, which supports opportunities between consumers and companies.
8 CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter is intended toreview the theories and concepts supporting this study to achieve the aims of this research. Moreover, this section presents two main parts, namely the theoretical description and theoretical framework. The theoretical description presents theories, which are relevant to research. The theoretical framework presents the main theories used to answer the research questions.
2.1 Theoretical description
This section discusses two major theories related to advertisements and rhetorical figures inside advertisement language. The researcher provides the definition of advertisement, social media as advertisement media, and rhetorical figures in the advertisement. Moreover, the theories of rhetorical Figures discuss types of rhetorical figures and the reasons for using them in advertisements.
2.1.1 Advertisements
According to Goddard (1998), an advertisement as a text has a purpose to gain readers attention, however, Goddard notes that not all part of the texts attracts reader attention. To be attractive, there are some criteria that advertisement should obtain. One of the most important characteristics is gaining public attraction that
will raise the company‟s profit. Goddard (1998) also adds the profit is not only in a form of money or materials but also in “enhancement of status or images” (p. 7). Goddard (1998) describes that the purpose of advertising is not only for the commercial branded product, but also the enhancement of the image of an individual, group, and organization. Advertisement becomes parts of people ideas; how people see the world; who or what is important and why. Advertisement as systematical language is explained where readers have momentary “conversation” with the advertiser, as a form of communication, aiming to persuade, giving benefit to the company, and addressed to many people (Goddard, 1998).
2.1.2 Social Media as Advertisement Media
The technology era has been developing and many advertisers started to use online media to promote the company products. The website is one of the many available choices where people now live in a digital era which internet become the daily needs. Kennedy (2016) explains digital media are designed to help people and companies establish a social presence and inform others about their products and services lively. Social virtual environment or known as social media is preferable for most companies to promote their brand and products. Tuten (2008) adds, there are two reasons for using social media as digital media.
2.1.2.1 Measurement and Accountability
The usage of the statistic in consumer‟s responses are measurable. According to Tuten (2008), in the early use of online advertising, it offered limited metrics such as page viewers and click-through banner ads. Now everything is developed, even people can monitor the length of time do visitor spend at a website, the
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specific pages that reader views, where the mouse moves, the number of videos played, purchase conversion, and more. Website advertising is an easier way to know what the readers are most attracted to and the possibility of accounting for advertising effectiveness.
2.1.2.2 Consumer Reach
Looking at the internet activities, it becomes an inevitable interest for the consumers to spend with (Tuten, 2008). Advertisers see how internet user‟s behavior as an opportunity to drive online advertising whenever the users are surfing the internet. The advertisement can be embedded related advertisements products on the display while they are surfing to related topics. This method gives benefit to see whether the internet users is wanted or not wanted to visit the main website. Furthermore, Tuten (2008) adds that technology-driven of social media supports the engagement of opportunities between the advertisers and consumers. The opportunities created by technological advances to make closer interaction from a live conversation which company provided. This will help the consumer to experience live trading virtually without limited by the distance.
2.1.3 Rhetorical Figures in Advertisement
The advertiser has used rhetorical figures in the advertisement since advertisements should be unique, attractive, and persuasive. According to Mullholland (1994), rhetorical developed using sociological, psychological, and language studies to enhance the rhetorical enterprise; the idea is creating an atmosphere of good communication about the product. Therefore to accomplish
the purpose, the advertiser uses the artful deviation that is arousing desire, inducing action, and contributing towards satisfaction. (Fomukong, 2016, p.118).
There are two classification figures to promote the product using rhetorical figures. According to Mullholand (1994), the main classifications are grammatical arrangements which called schemes and selection of words and ideas which called tropes. Each of classifications has a different strategy that will be explained further.
2.1.3.1 Schemes
Mulholland (1994) and Corbett (1990) define scheme as figures of speech that deals deviation of word arrangements. They can be found at any linguistics elements such as syntax in written advertisement and even sound in the spoken advertisement. Schemes itself can be divided into three figures, namely repetition, omission, and composition (As cited in Vaičenoninė, 2006).
2.1.3.1.1 Repetition
According to Vaičenoninė (2006), figures of repetition are defined as figures that reoccurring a substance in advertisement more than one more times. Therefore it can create a high emotional value and easily flash upon readers‟ mind. Fahnestock (2011) explains that it happens because of the figure intensifies words, in order to lead a greater memorability (pp. 52-53). Thus, the idea is using the ability to intensify the words which stimuli reader‟s attention to the product. Hawkins and Mothersbaugh (2013) added that the reader‟s ability to memorize advertisements words are very low, therefore the advertisers often repeat the messages to build sufficiently elaborate memories to facilitate retrieval. However,
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the intensifications are not always effective, since it can bore the readers in the certain intensity of exposure.
Vaičenoninė divides repetition figures into three kinds of figure, namely: repetition of sounds, syllables, and keywords; enumeration; and synonymy. Repetition of sounds, syllables, and keywords creates the aesthetic effect that stimuli emotional appeal and it can “underlined” the content.
Example [1]: Makes a splash. Take a splash. (Repetition of the keyword)
[2]: Live photos. Livelier than ever (Repetition of sound and syllable)
2.1.3.1.1.1 Enumeration and Synonymy
Enumeration is a repetition by summarizing the positive or negative values to create the illusion of quality and superiority. Meanwhile, repetition figures in synonymy are a positive or evaluative description to create the illusion of quality, prestige, and superiority. The distinctive feature between enumeration and synonymy in repetition is either comparing positive-negative or adding prestige meaning inside the words.
Example [3]: A big step for small. A twist of measurement (enumeration)
[4]: Vega1 graphics. The beast behind the beauty1. Retina2 5k display. Hold on to your pixels2. The vega name is taken from a star which big and brightest also beautiful. Meanwhile, retina considered eyes that hold more pixels. (Synonymy)
2.1.3.1.2 Omission
Koženiauskienė describes omission as the figures that affect the species composition of words, phrases or sentences in groups, and interchangeability or similar distribution in phrases (as cited in Vaičenoninė, 2006). The omission of
words and phrases attract people‟s attention due to the uniqueness of uses in omitting words and phrases (Sengupta & Gorn, 2002). This kind of figures has distinctive features to make the words become easier to remember when the addressee read the words.
2.1.3.1.2.1 Ellipsis
According to Goddard (as cited in Vaičenoninė, 2006), there is a subpart of
omissions namely ellipsis. Goddard explains that ellipsis is the omission from speech or writing of a word or words that able to be understood from contextual clues. He adds that ellipsis can create the sense of informality in advertisements. The idea of ellipsis is to shorten the text and make it easier to understand by the addressee. Moreover, the ellipsis can cause the formation of the text or texts become informal which has a role to make the text become more personal and considered as direct communication to the reader. This is strengthened by Sigband and Bell (1986) theory, the informality to the consumers can create remarkably degree on interpersonal chemistry and warmth as the key to trust.
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2.1.3.1.2.2 Preterition
Preterition is a figure which involves incomplete sentence with dots at the ending in order to create an intrigue and arouse the imagination. The readers are involved in texts creation have to fill in the missing parts of the sentence to find the meaning of the lexis (Goddard, 1998).
Example [5]: Darwin may have the theory… But we have got the keys.
2.1.3.1.3 Composition
The dominant function of figures composition is to engage the emotion and create an aesthetic feeling which contributes to the memorability of the advertisement message to the reader. Korčák (2012) states that figures of a composition are suitable for advertisement because it contains witty and memorable words. The strong composition is frequently used to touch addressee attention as well as maintain their interest. The rhetorical figures of composition basically divided into two parts, namely polysemy and homophony, and wordplay (Goddard, 2002).
2.1.3.1.3.1 Polysemy and Homophony
Polysemy is a comic play on words which have more than one meaning. The other one is homophony, defined as two words with different meaning which has the same the same sound (Goddard, 2003).
Example [6]: Absolut vodka. Absolut attraction. (Polysemy)
[7]: It’s better to shower with this mousse… (i.e. moose and mousse are homophonous words) (Homophony)
2.1.3.1.3.2 Wordplay
The word wordplay has a meaning as a composition that resulting of rhyming words. Since the repetition of syllables and words are rhyming, they are categorized as wordplay as well.
Example [8]: I’d murder a burger. Refreshingly honest.
2.1.3.2 Trope
Trope has a big role in making an essential message in advertising words. The role itself is to make more than one messages according to addressee perspectives. Corbett (1990) defines trope as a figure of speech with an unexpected twist in the meaning of the word used. Also, Leech (1969) adds the use of tropes is to create the deviation on the semantic level deliberately. The trope is broken down into 12 types as follows.
2.1.3.2.1 Metaphor and Simile
Metaphor and simile have a similarity which is comparing one word to another. The metaphor is defined as an implied comparison between two, unlike nature that has something in common. While a simile is described as an explicit comparison between two things of unlike nature that yet have something in common. The words in metaphor comparison without using words “like” or “as”; meanwhile in the simile is using either “like” or “as” (Corbett, 1990,p. 438).
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Example [9]: He has a heart of stone
The written bold words indicate that the person is stubborn (metaphor)
[10]: He is like a wicked sick.
The word like gives an explanation that the person is cruel
2.1.3.2.2 Irony
The irony is included as message carrier to express emotions towards readers. This device is a powerful way of making a comment about situation and manipulating reader‟s emotions (Leech, 1969). Irony defined as a statement made as the opposite of the literal meaning (Corbett, 1990). Therefore, this deviation may be used to attract the reader‟s mind.
Example [11]: Home Alone We know Kevin is home alone but the thieves do not!
When the audience or reader knows more about the story than the characters do.
2.1.3.2.3 Hyperbole
This feature allows the sentence become sound better and more exciting due to the process of exaggerating the words. It is because the main purpose of hyperbole itself which should produce a right and memorable note of emphasis (Leech, 1969). The effect of hyperbole deals with readers‟ personal value and sentiments (Leech, 1996). Thus, the company may use hyperbole to emphasize the messages.
Example [12]: The most powerful 4-inch.
It indicates the most powerful thing shaped in 4-inch,
2.1.3.2.4 Onomatopoeia
It is described as the use of words which sound echoes a sense (Corbett, 1990). Onomatopoeia imitates the natural sound of things which the sound effect mimics the thing described. The function of this figure is to help the reader and also set emotional or ethical tone of the text when they read. (Corbett, 1990).
Example [9]: Strong gongs groaning as the guns boom far (G.K.
Chesterton, Lepanto)
2.1.3.2.5 Litotes
Litotes is an ironic understatement in which an affirmative is expressed by the negative of its contrary. Usually, litotes is used to show a positive meaning while using negative statement. In advertising, litotes occasionally use to deliberate use of understatement not to deceive the value but to enhance the impressiveness of what is stated (Corbett, 1990).
Example [13]: You won’t be sorry. Has a meaning as you’ll be glad.
2.1.3.2.6 Oxymoron
Oxymoron is a figure of speech which combines two contradictories in a phrase, clause, and sentence. (Corbett, 1990). By combining those contradictory sentences to produce a startling effect.
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Example [14]: Still waking sleep, that is not what is! (William Shakespeare, Romeo, and Juliet).
2.1.3.2.7 Rhetorical Question
Rhetorical Question is a pattern of words which function is to ask but not to require an answer (Corbett, 1990). The purpose of this figure is to deny or assert something obliquely. This figurative device has a strong influence on the audience (Corbett, 1990, p. 445). Therefore this figure is a good persuasive method to attract reader‟s attention.
Example [15]: How did this idiot get elected? (Corbett, 1990)
2.1.3.2.8 Periphrasis
According to Corbett (1990), periphrasis is a substitution of a descriptive word or phrase for proper names for the quality of the associated product. The proper name is considered as proper nouns in which people already familiar with the name.
Example [16]: When you’re out of Schlitz, you’re out of beer (Ad slogan for Schlitz beer).
2.1.3.2.9 Personification
Personification is presenting abstraction and inanimate objects with human abilities. Personification can give emotional appeals to the words inside advertising (Corbett, 1990). Many advertisers use this method to add some poetic message through the words.
Example [17]: When well-appeared April on the heel of the limping winter treads. (Taken from Scene II of Romeo and Juliet).
2.1.3.2.10 Anthimeria
This rhetorical device occurs when the writers do not find any single word to represent what they want to express. Therefore the writers choose opposite words to express the intended meaning and purposes. (Corbett, 1990, p. 442).
Example [18]: The thunder would not peace at bidding
(Shakespeare, King Liar, IV, vi, 103).
2.1.3.2.11 Synechoche
Corbett (1990) explains synecdoche as a figure of speech in which a part stands for the whole or particular. Synecdoche is used on advertisement to represent the value of a thing with a relatable name of the product. The product itself will represent something bigger.
Example [19]: Apple for Apple Computer.
2.1.3.2.12 Metonym
According to Corbett (1990) metonym refers to not using formal words for a subject or object and instead using another word that intricately linked to the formal name or word. This figure is often to be used since substituting the
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main word to another which not formal to make a close impression on the reader.
Example [20]: Land of cowboys for Texas or White House for US President’s house.
2.2 Reasons for Using Rhetorical Figures in Advertisements
The advertisement has the main purpose to persuade people. Therefore, employing persuasive words in advertising which attracts people‟s attention is very essential. Therefore many advertisers use rhetorical figures to enhance the quality as well to make it more attractive. Mick and McQuarrie (1992) state that rhetorical figures are deliberately out in sentences, phrases, and clauses to create a personal touch. Moreover, this method makes the readers remember the advertisement more easily. Mick and McQuarrie add that another point of rhetorical figures is to explain how a certain kind of text structures can produce memorable message or incongruity in the advertisement. Incongruity itself has a purpose to attract people‟s attention.
Based on the previous study by Tom and Eves (1999), there are four reasons for using rhetorical figures in advertisements. These are giving persuasive quality, gaining attention, easing the intended message process, and leading to greater memorability and recall.
2.2.1 Giving Persuasive Quality
Almost every media in advertising uses rhetorical figures in their headlines to attract the consumers. According to Leigh (1994), the result shows 74% advertisement employed rhetorical figures in their headlines. Leigh (1994) adds that rhetorical figures will strengthen the message in result making superior recalls and persuasion. This idea will conclude a greater long-term persuasive towards the reader and also give additional meanings based on reader‟s perception.
2.2.2 Gaining Attention
Being persuasive is not the only purpose of using rhetorical figures. Another important reason is gaining public attention because an advertisement is meant to be read. According to Tom & Eves (1990), the role of rhetorical figures in gaining attention is to make the language catchy and noticeable. The extraordinary language which is catchy can give several content encoding possibilities for the reader. Another possibility is generating reader‟s memory to easily remember the words compared to literal or daily language usage.
The advertisement gives freedom to the audience whether people want or do not want to read it (McQuarrie and Mick, 1992). Therefore to cope with the situation, the rhetorical device becomes the best solution to make advertising as a distraction. A clever arrangement of rhetorical figures in the advertisement will be able to produce positive distraction compared to literal text (p. 427). Therefore, an inevitable distraction will be produced to gain people attention which will increase of selling products.
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2.2.3 Easing Message Process
The more frequent the word is repeated, the easier for people to process the message (McQuairre & Mick, 1992). Some repetition is intentionally used in advertising will stronger the persuasive impact of the message. However, the advertisers should pay attention to excessive repetition. An excessive repetition causes negative deviation which leads to insufficient information for the reader to absorb. It occurs when the readers find difficulties to process the message and mostly happen in tropes since it contains deeper understanding (McQuairre & Mick, 1992). Therefore, repetition should be given in a proper manner to avoid excessive distraction which causes the message will not be delivered to the reader.
2.2.4 Leading to Greater Memorability and Recall
The use of rhetorical figures in the advertisement can be interpreted in many ways by the reader who reads it. The company which employs rhetorical figures has an aim to produce positive attention toward the brand. (McQuarrie & Mick, 1992). Therefore, putting rhetorical figures in the advertisement should not be excessive to avoid multiple interpretations. McQuarrie & Mick (1992) add that choosing the right rhetorical figures and putting it in the right sentence is a solution to avoid misinterpretation without making the headline longer. Such as figure resonance which refers to any rhetorical device which gives emphasis on a play of an advertisement‟s structure as a result producing an echo or multiplication of meanings. There are two rhetorical figures which imply resonance, these are puns and metaphor. Those two rhetorical figures have the
ability more than one meaning of a sentence, phrase, and clause. This ability will create meaning in an advertisement or an echo inside reader‟s mind (McQuarrie & Mick, 1992). It is stated clearly that rhetorical figures will recall the words from the advertisement in their memory, however, the message itself cannot be compromised. Therefore alliteration and assonance are used as mnemonic devices. The goals of mnemonic devices are to dramatize the product benefits as well as memorable for the readers (Corbett, 1990). Therefore, the use of rhetorical figures really helps the target audience to memorize and recall the advertisement messages.
2.3 Theoretical Framework
The focus of this study is to analyze the use of the rhetorical figure in Apple website advertisement found in product catalogs. There are two major theories that help the researcher in conducting the research and answering the research questions. The main theories are related to advertisement and rhetorical figures, which are used as a guideline for analyzing data.
Advertisements are texts with an aim to gain reader attention and could be classified by its characteristic that is giving benefit to the company (Goddard, 1998). In order to be attractive, the advertisers make advertisements with many strategies. Keegan (2003) adds that the language of advertisements should be attractive, convincing and persuasive to accomplish the intended purpose. To answer the first research question, the researcher breakdowns rhetorical figures traditionally into two major parts namely, scheme and trope (Corbett, 1990). Based on Vaičenoninė classifications, there are 5 types of schemes and 15 types
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of tropes based on Corbett‟s classification. Using both of classification, the researcher aims to find which schemes and tropes of rhetorical figures used in Apple website advertisement respectively.
For answering the second research question, the researcher uses McQuarrie & Mick (1992) explanation and reasons of using rhetorical figures in social media as media advertisement, since the researcher focuses in such online media as advertisement media since the research is dealing with website advertisement. Rhetorical figures are described as words in a certain way to convey meaning and to persuade people. The use of this figure aims to make familiar and leave a memorable note in reader‟s mind (McQuarrie & Mick, 1992). By putting any rhetorical figures in advertisements, readers are expected to keep the words in their mind.
25 CHAPTER III
RESEARCH METHODOLOGY
This chapter presents a rationale for the method of this research and analysis. This chapter comprises six parts, namely research method, research setting, the instrument and data gathering techniques, the data analysis technique, and research procedure.
3.1 Research Method
The research is included in a qualitative research. Qualitative research is a study which investigates the quality of relationship, activities, situations, and materials. Besides, the data collected are in the forms of descriptive rather than numerical or statistical data (Frankel & Wallen, 2006).
Ary, et al. (2008) define a qualitative method as a philosophical approach which is dealing with social reality in form of a narrative report. Those characteristics are: (1) examines the phenomenon as it is, in rich detail, (2) flexible and evolves during the study, (3) inductive; which may generate theory, (4) uses small samples, and (5) uses narrative description and interpretation (pp.23-25). To be more specific, the researcher used discourse analysis as the main method of accomplishing this research. The main reason is that the researcher is dealing with a website and already published.
Discourse analysis method considers how language, spoken or written, enact social and cultural perspectives and identities (Gee, 2011, p. 1). This method is
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suitable to analyze the discourse in advertising, political speech, journalistic texts, or many others which is mostly applied in linguistic. Discourse analysis as a study of the language used in society has many approaches, such as the content of discourse, themes of discourse, and many others (Gee, 2011, p. 8). Therefore, these pragmatic study concerns are at the function of discourse in an advertising context.
3.2 Research Setting
The researcher conducted this research starting from August 2017 until January 2018. The researcher took the data source from Apple‟s website from July,1st 2017 until May, 1st 2018 at main websites www.Apple.com. The main reason was that Apple Company would release their new products in early September and after that, the website advertisement would also change. Thus, the researcher chose Apple‟s product as the main source for this study. Since this study does not deal with human interaction and field study, the specific place is not required in conducting this research.
3.3 Data Source
The researcher chose Apple website since the Apple computer was consistently rated as no. 1 and considered the world‟s best company by many magazines (Doughtery, 2011). The researcher found out that Apple Website would be a good example of rhetorical figures since they were employed strong messages in their advertisement. Thus, the reason for choosing website was because, in the digital era, websites are easy to find and can be reached anywhere
and anytime. The data used in this research consisted of the newest products of Apple computer from July 2017. Therefore, the data used in this study was considered as up to date.
3.4 Research Instruments
In order to obtain valid data in answering the research questions, the researcher used two different of instruments, namely:
3.4.1 Human Instrument
In qualitative research, the researcher needs a flexible instrument to portray the complexity of human experience, thus human instrument is needed. Ary, Jacobs, and Sorensen (2010, p. 424), explain that human can take a role as a valid instrument. Furthermore, in conducting the research which is part of document analysis, there is only one major instrument involved, namely the researcher. Since the researcher is the primary instrument for gathering data, he or she relies on skill and intuition to find and interpret data from document (Merriam, 2009). The instrument itself has a meaning as a thing to collect data for the research (Frankel & Wallen, 2006). From the concepts, the role of human instruments is to collect or gather the data.
3.4.2 Documents
In order to obtain the data, the researcher used written documents as a source of the data. Ary, et al., (2002) explain that the documents can be personal, such as autobiographies, diaries, and letter. Besides the human instrument, the researcher
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also used documents namely Apple‟s main website issues starting from July 2017. Those rhetorical figures seen on the website were used as the primary data of the research.
3.5 Data Gathering Techniques
The data were gathered from Apple website advertisements at www.apple.com.The researcher observed the data first to make sure that the data was valid. After knowing that the data was valid, the researcher gathered the data from the website www.apple.com. After that, the researcher focused on the advertising sentences or words which contained rhetorical figures in it. The advertisements were limited to some products namely iPhone, iPad, MacBook, and Apple Watch.
In gathering the data, the researcher used coding categories as the main technique. According to Frankel and Warren (2016), applying coding categories is a technique used in document analysis research. Moreover, the researcher could determine coding categories to get the data before or during the analysis (p. 485). In this research, coding was determined from previous studies, knowledge, and theories related to this research. Figure 3.1 shows how the researcher answered the first research questions aimed to identify types of rhetorical figures found in Apple website advertisement.
Figure 3.1 Rhetorical figures appeared in Apple Advertisements No Advertisement words/
sentences
Rhetorical figures Model Device
1 2 3
Furthermore, the researcher answered the second research question by analyzing the reasons for using rhetorical figures in Apple website advertisements based on theory from experts provided in Chapter II.
3.6 Data Analysis Technique
This study employed content analysis as a part of qualitative research. Therefore, the researcher would observe and investigate the main issue of the researchers which were the kind of rhetorical figures based on Vaičenoninė‟s
(2006) and Corbett‟s (1990) classifications. First, the researcher asked one linguistic lecturer to check if the researcher‟s justification and interpretation were correct. After that, the researcher would review the literature in making in accordance with the main issues of the topics. Next step was collecting the data from the downloaded website and doing the document analysis. During analyzing the data, the researcher would provide some evidence that supports the hypothesis of the study. Next step, the researcher would interpret the finding and start to
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make conclusions based on the finding. The last step was reporting the result. The researcher wrote up the report based on data analysis. The report was not in numerical data, but in form of words to explain the result of the research. Yet, numerical data also included making the research more understandable.
31 CHAPTER IV
RESEARCH RESULTS AND DISCUSSIONS
This chapter presents the analysis of the study based on research questions presented in chapter I. The first research question aims to find out which schemes and tropes of rhetorical figures used in Apple website advertisement. The second research question aims to find out the reasons for using rhetorical figures used in Apple website advertisement.
4.1 Types of Rhetorical Figures in Apple Website Advertisements
In analyzing the data, the researcher used the classification of Vaičenoninė (2006) and Corbett (1990). According to their classification, there are 18 types of rhetorical figures which are divided into two main categories, namely schemes and tropes. Schemes by Vaičenoninė (2006) can be broken-down into repetition, enumeration and synonymy, ellipsis, preterition, polysemy, and wordplay. Meanwhile, Corbett (1990) has classified tropes into metaphor and simile, irony, hyperbole, onomatopoeia, litotes, oxymoron, rhetorical question, periphrasis, personification, anthimeria, synecdoche, and metonym. This research found that there were 10 types of rhetorical figures used in Apple website Advertisement issued in July 2017. Those rhetorical figures were repetition, enumeration,
synonymy, polysemy, wordplay, hyperbole, metaphor, periphrasis,
personification, and simile. The rhetorical figures which were used in Apple website advertisements could be seen in Figure 4.1
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Figure 4.1 The Use of Rhetorical Figures Used in Apple Website Advertisements
Rhetorical Figures Frequency Percentage
Repetition Enumeration Synonymy Polysemy Wordplay Hyperbole Metaphor Periphrasis Personification Simile 32 7 5 3 4 15 13 8 8 2 33% 7.2% 5.2% 3.1% 4.2% 15.4% 13.4% 8.2% 8.2% 2.1% Total 97 4.1.1 Repetition
The first rhetorical figures seen on Apple Website are repetition. Repetition is defined as figures that repeatedly use words, sounds, and syllable more than once in order to intensify words, which creates a greater memorability (Vaičenoninė, 2006). In this research, 30 repetitions in total included repetition of sounds, syllables, and keywords were found in Apple website advertisement. The following are the sentences that employed repetition in rhetorical figures.
[1] Anything you can do, you can do better.
[2] Connect to everything you love. Anywhere you go.
The example [1] employed repetition of rhetorical figures including the repetition of sounds, syllable, and keywords. The word „you can do‟ was repeated twice to intensify the words as well as the messages. The advertiser also tried to give a specific message, which referred to the consumers, by giving the repetition of syllable and keyword which was the word „you‟, which could be seen on example [2] and [3]. The advertiser used repetition at the exact same order on example [3], at the word „more‟ to create the illusion of superlative as well as determiner which modify word „responsive‟ and „expansive‟. The idea was to make the advertisement seemed to be appealing and organized which was caused the sentences were easy to remember and memorable for the consumers.
The repetition on example [1], [2], and [3] repeated the exact same words. Hawkins and Mothersbaugh (2013) explained that the reader‟s ability to memorize advertisements words are very low, therefore the advertisers often repeat the messages to build sufficiently elaborate memories to facilitate retrieval. By repeating the selected positive words such as „more‟ and „can‟ in this case, it will stimuli reader attentions‟ which created sentimental value and hopefully be able to flash upon readers‟ mind.
The word „more‟ was repeated twice for example [3] had a meaning as something that already developed and became better. The advertiser tried to intensify the words „more‟ by using repetition referred to the renewed device capability. The words „more‟ in „more responsive keyboard‟ had literal meaning becoming better at the response, so did the same meaning of the word ‟more
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expansive trackpad‟. Those words were repeated to show to the consumers not only to make the advertising seems appealing but also easy to remember.
4.1.2Enumeration
The second rhetorical figures seen in Apple website advertisement was an enumeration. Enumeration is described as kind of repetition by summarizing the positive or negative values to create the illusion of quality and superiority (Vaičenoninė, 2006). In this research, the researcher found seven enumerations from Apple advertisements in some various advertising products. The following are enumerations found in Apple website advertisements.
[4] A big step for small.
[5] Mighty. Small.
[6] Powerfully petite.
The advertiser employed enumeration barely to show the quality and the superiority of the Apple‟s products. On the example number [4], it was known as iPhone SE advertisement. iPhone SE stands for iPhone special edition, a small-sized smartphone from Apple that carried the latest specifications. Normally, the latest iPhone had bigger body and screen ratio, but iPhone SE was created for people who loved a small phone with the latest performance of an iPhone. The enumeration was employed by the advertiser to show off the power of iPhone SE. By choosing adjectives in contrary, in this case, were big and small which had meanings in word big described as the enormous power that phone had, and word small described as smaller body compared to others iPhone. The illusion of
enumerations was wonderfully organized to attract the readers by creating the illusion and twist of measurements by saying the contradictive words to describe the quality. As it was said that iPhone SE was something big, in a small size.
The example [5] was similar to the example [4]. It was taken from iPad mini generation 4 which was the latest generation of Apple technology. „Mighty. Small‟ both are two different words consist of positive-negative in measurement. Mighty is described as something greater than big and fused with word „small‟ which was something that you could lift or hold easily. The advertiser created the rhetorical sentence to create a message that iPad mini was a smaller size of regular iPads, but it was superior to the mighty one. The entire quality of the product, which was small and powerful, was created by creating the illusion with two words with a twist of measurements in it. The example [6] showed that enumeration was not always a positive or negative value, but it might use contradictive words to show the illusion of quality by comparing to the other words. The word „powerful‟ usually indicated something which contained a lot of power, harsh, and dominating from root „power‟. Meanwhile petite referred to something small or a woman with the attractively dainty build. The advertiser chose the word carefully to describe the beauty of the machine with monster quality inside.
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4.1.3Synonymy
Synonymy is a positive or evaluative description to create the illusion of quality, prestige, and superiority (Vaičenoninė, 2006). Apple advertisers employ synonymy of rhetorical figures in order to explain to the reader that their products are prestige and superior. Inside the research, five sentences containing synonymy were found. The following are the examples of synonymy found in Apple website advertisements.
[7] Ridiculously light. Seriously thin.
[8] The most powerful and versatile port ever.
[9] Vega graphics. The beast behind beauty. Retina 5k display. Hold on to your pixels.
The advertisement words, which were employed rhetorical figure synonymy on example [7], will give the illusion of quality by convincing the reader by repeating the message on the different words. The first statement on example [7] already told the readers that the product was light. But, it was repeated by the second statement by the words „thin‟ which had the same meaning as something which contained less weight. The illusion itself, not only to make the advertisement words become catchy but also tried to convince the reader by the illusion given of different words with the same meaning that the products were easy to carry one way or another. On the example [8] the statement of synonymy was employed to give the quality description of the products. The word „powerful‟ was used to gain reader mindset how superior their products were, after that it was
combined by words „versatile‟ which had a meaning as the capability of doing a lot of things. The words powerful and versatile were having the same idea about being superior above the others. Those words once again were chosen by the advertisers to convince and deliver the intended purpose of how good their products are. As explained that synonymy was a positive or evaluative description to create the illusion of quality, prestige, and superiority (Vaičenoninė, 2006).
For example [9], the advertisers wanted to explain all about the quality of the image that the computer could produce. Talking about quality, the advertiser chose some words that described the graphics quality. The first-word „vega graphic‟ was chosen to describe the model which was known as the high-end model from one of the computer manufacturers. „The beast behind the beauty‟ had a meaning as the description of the quality performance that „vega graphic‟ could produce. The word „the beast‟ was describing the synonymy of the powerfulness of high-end models. Meanwhile, the word „the beauty‟ was talking about the quality of the graphic itself which was known that the better machine, would produce the higher quality of the graphics. „Retina 5k display‟ described the capability of the machine that could run in the 5k resolution which was not all the machine could have done it. The word „pixels‟ on the last statement had correlation meaning with the previous word „retina‟ which was part of the eye. Apple described that „retina‟ of the eye is the most natural and greatest thing that God created to catch every image in life. Meanwhile „pixel‟ was the measurement of any images and known as the more pixels it had, the better image it produced. Just like the „retina‟ which holds so many „pixels‟ in life. Therefore, synonymy
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had a big role in creating reader imaginations by telling a thing in so many different words.
4.1.4 Polysemy
Polysemy was also found in apple website advertisements as a comic play on words which have more than one meaning. Korčák (2012) states that polysemy
is suitable for making witty and memorable words. Vaičenoninė (2006) also adds that polysemy has a dominant function to create an aesthetic feeling which contributes to the memorability of advertisement messages. The strong composition of polysemy will touch reader‟s attention and keep the implicit messages in mind. The following are examples of polysemy found in Apple website advertisements.
[10] Wireless charging for the wireless world.
[11] Makes a splash. Take a splash.
The words polysemy for example [10] had given more than one possible meaning to explain the word „wireless‟. The advertisers chose some adjectives to describe the advantages by having their products. Polysemy is a comic play on words which have more than one meaning (Goddard, 2003). Basically, wireless as an adjective had a definition as using the radio to transmit signals, meanwhile charging as a verb had a meaning as restoring electrical energy and at this era, the capability in charging a smartphone without the cable plugged inside was already invented. Therefore, the word „wireless charging‟ was something that can be interpreted as the way to restore phone‟s battery without any cables plugged. The
second meaning of wireless as an adjective in word „wireless world‟ could be interpreted as globalization era when everything is connected without any boundaries and it is the fast-paced world. The polysemy messages which the advertiser wanted to deliver in word „wireless‟ was telling the reader about the quality of the phone is doing some sophisticated things by minimalizing troubles when everything is needed to be fast in this era.
On example [11] both of words „splash‟ were a noun with a different meaning. Splash as noun commonly had a meaning as a sound made by something striking or falling into liquid. On the other way, the word „splash‟ also had a meaning as striking, exciting effect, or an event. Both of them used the same words but contained different meaning depending on the context. The advertiser chose the word „splash‟ to give some aesthetic feelings and try to get the attention toward the readers. It was explained that the sentence was describing the product‟s new capability which is a water-resistant phone. All the idea was to show the world the new phone‟s ability, and without compromising the product‟s quality. By giving an aesthetic touch on the sentences, the word „splash‟ becomes the key of dual meanings. The first meaning was to make something exciting by using the phone and no need to worry about water by taking „splash‟.
4.1.5 Wordplay
Vaičenoninė (2006) explains wordplay as a composition that results of rhyming words. Wordplay is also categorized as repetition at the ending sound of words. Wordplay is employed to give an echoed and memorable sound for the
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readers. The researcher founds six wordplays from the data listed. The following are the examples of the wordplay in Apple website advertisements.
[12] Power. Structure.
[13] Radical. Yet completely logical.
[14] Messages. Get to apps with fewer taps.
Wordplay [12] repeated the sound /-er/ at the end of the word „power‟ and „structure‟. The same issue at example [13] when the sound /-cal/ were repeated at the end of words „radical‟ and „logical‟ to give a rhyming sound when it is read. For example [14], wordplay is employed at words with only one syllable. The word „apps‟ and „taps‟ were similar and both of them were pronounced with sound /-eps/ at the ending. Attractively, the rhyming sound became the main key to draw reader‟s attention.
4.1.6 Hyperbole
Hyperbole is categorized as trope which has a function of making the sentence more exciting due to the process of exaggerating something. The main purpose of hyperbole is to produce the right and memorable word which causes a note of emphasis and leading to personal value and sentiments (Leech, 1969). Based on the findings, there were 15 advertisements which employed hyperbole on Apple website advertisements. The hyperbole can be seen for example [15], [16], and [17].
[15] It’s all screen.
