ABSTRACT
Tugas Akhir ini ditulis untuk memenuhi salah satu syarat kelulusan program sarjana di Jurusan Sastra Inggris, Fakultas Sastra, Universitas Kristen Maranatha.
Dalam Tugas Akhir ini penulis menganalisis penggunaan emphatic styles dalam text yang digunakan dalam iklan. Emphatic styles adalah salah satu elemen yang membuat iklan lebih menarik untuk dibaca. Selain itu, penggunaan emphatic styles dalam periklanan membuat tujuan dan pesan yang terkandung dalam iklan tersebut lebih jelas. Di dalam periklanan, pesan yang ingin disampaikan haruslah dibuat semenarik mungkin sehingga para pembaca akan merasa tergerak untuk mencoba produk tersebut.
Dalam Tugas Akhir ini, saya menggunakan pendekatan lingustik yaitu,
stylistics yang membahas tentang bentuk-bentuk penulisan. Ada perpaduan antara
beberapa jenis emphatic styles. Jenis- jenis emphatic styles yang terdapat dalam
iklan adalah graphology yang terdiri dari bold, capital, italic, coloring,
punctuation mark, spelling, paragraphing dan symbolism. Phonology yang
terdapat pada repetition, rhyme, alliteration, assonance. Syntax dalam parralelism
dan juga morphology yang membahas derivation. Jenis emphatic styles yang
banyak digunakan dalam data Tugas Akhir saya adalah graphology. Semua jenis
emphatic styles membahas bentuk bentuk penulisan dalam iklan yang dapat
membuat iklan lebih menarik untuk dibaca.
Emphatic styles menekankan pada teks yang berada dalam iklan. Emphatic styles membuat iklan lebih hidup dan lebih menarik sehingga para pembaca tidak
bosan. Hal yang terpenting adalah pembuat iklan berusaha membuat iklan tersebut
mudah diingat oleh para pembaca.
TABLE OF CONTENTS
ACKNOWLEDGEMENTS... i
TABLE OF CONTENTS... ii
ABSTRACT ... iii
CHAPTER ONE: INTRODUCTION Background of the study ...1
Statement of the Problem ...4
Purpose of the Study ...4
Methods of Research...4
Organization of the Thesis ...4
CHAPTER TWO: THEORETICAL FRAMEWORK ...5
CHAPTER THREE: ANALYSIS OF EMPHATIC STYLES FOUND ...9
DATA
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INTRODUCTION
1.1 Background of the Study
We know that advertisements can be found anywhere and anytime. That is why advertisements are so familiar and have become part of our lives. “Advertising may be described as persuasive media communication concerning market item which are designed to respond to and help marketing goal” (Gilson and Berkman 30). Advertisements have become so numerous these days. We can see the increase of the product that uses advertisements to promote their product not only in the electronic media.
In all media advertisements, advertisers must be as creative as they can to make their advertisements more attractive and persuasive. In advertisements, advertisers try to deliver information about the products. Therefore, clear information is needed to make the readers know what the product is. “Advertising copywriters like journalists have to present their message briefly, and in an eye-catching way” (Aitchison 146). That is why, the texts in the advertisements should reveal attractive, brief, and also clear messages so the readers understand the message they want to deliver.
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In electronic media, advertisements do not only appear between shows, but also interrupt the shows at intervals. This strategy is intended to capture the attention of the audience, make the viewers and the hearers focus on the advertisement, so that they will not want to change the channel. Hopefully, they will watch the advertisements while waiting for the next show. For catching the attention of the target market, many advertisements feature songs or melodies. These strategies may therefore be said to have taken place in the advertisement element.
According to the American Marketing Association (AMA) an advertisement is “any paid form of non personal presentation of ideas, goods or services by an identified sponsor” (Gilson and Berkman 11). Usually advertisement use non personal characteristic. Non personal has the meaning that the messages in advertisements are not delivered by face-to-face contacts but by media entertainments (Wydiatama 20). Media such as television, radio, movies, magazines, newspapers, the Internet, and etc are used to deliver the messages of advertisements.
Advertisements are grouped into the following categories: printed media like newspapers and magazine; broadcast media, such as radio, television; direct media like brochures and out- of- home media, such as billboards and posters. The principle of communication in advertisements is that “the advertisers write the message into a text
and the text is read by the readers” (Goddard 23). Since an advertisement is meant to
attract people so that they want to buy or use the product, an advertisement text needs to
be persuasive and attractive. An advertiser uses texts to reveal the message of the
product that will be captured by the readers. The texts in advertisements give some
information about a certain product.
I have chosen to write about emphatic styles found in advertisements in printed media as the topic of my thesis. The reason for choosing this topic is that I have found a great number of emphatic styles in printed advertisements. There are a lot of styles of writing in combining words in order to attract readers. The significance of my topic is to give some knowledge about emphatic styles for the readers and to give information about how to make attractive and persuasive advertisements for the copy writers.
In my thesis,I would like to analyze slogans in printed advertisements because
the slogans are one of the elements of the advertisements. More specifically, I will focus
on the style of writing of the slogans. “The advertising slogan is always short. It helps to make the ad more impressive and memorable” (XUE Hangrong 206). The slogans are not the only part of an advertisement that is important, but also the picture, layout and
the symbols and also the colors that represent the product in the printed advertisements.
“Symbolic representation can be a powerful source of meaning in the texts. Such ideas
of symbolism are illustrated by, for example picture of heart to represent love or the
symbol of the dive to represent peace” (Goddard 81-82).
In discussing this topic, I will use Stylistics that consists of four areas there are
Graphology, Phonology, Syntax and Morphology.
1.2 Statement of the Problem
1.What emphatic styles are used in printed advertisements?
2.What are the purposes of the emphatic styles in the printed advertisements?
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1.3 Purpose of the Study
Following the statement of the problem, the purposes of this study are:
1.To find emphatic styles in advertisements.
2.To show purposes of the emphatic styles in advertisements.
1.4 Methods of Research
I take the following steps for this study. First I search advertisements in
magazines. Second, I collect the data in the form of printed advertisements taken from
magazines. Third, I select the advertisements which contain emphatic styles. Based on
the kinds of emphatic styles used, in the third step I will classify the advertisements.
Furthermore, it will be analyzed. Finally, I write a research report.
1.5 Organization of the Thesis
The thesis consists of four chapters. It is preceded by the Preface and the Table
of Contents. Chapter One is the Introduction, which contains the 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 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 also the Appendices, in which the whole data are
presented.
CONCLUSION
In this chapter, I would like to present my conclusion based on the
findings. Having analyzed the data, I notice that emphatic styles used in
advertisements have a significant influence to attract the readers’ attention. With
emphatic styles, the texts in the printed advertisements become attention seeking
for the readers. I believe that emphatic styles in advertisements are important to
deliver the message to the customers and persuade the readers to try the products.
Emphatic styles make the message attractive. With emphatic styles, the
advertisements will be effective to get the message across in a short time. The
emphatic styles also underline the high quality of the product in an efficient way,
so the readers will easily know about the excellence of the product. Moreover, the emphatic styles make the advertisement eye-catching and memorable to the readers.
The texts are shown in the slogan. The slogan in advertisements is usually
short, jingly and written in large letter. It is clear that slogan becomes an
important element for emphatic styles. The variety of words, image and all the
illustrations of the advertisement can influence a consumer’s response. All the
parts in advertisement support the advertisement to promote the product and make
the advertisement more interesting to read.
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From the data that I have analyzed, I found that there are various types of
emphatic styles. The emphatic styles are related to stylistics and they concern four
areas of linguistics. First, graphology, it consists of boldface, italics,
capitalization, spelling, coloring, and symbolism. Secondly, phonology, it
concerns with repetition, alliteration, assonance and rhyme. Syntax is applied in
parallelism. Finally, Morphology is reflected in derivation of suffixes. The most
dominant type of emphatic styles is graphology.
Among seven elements of graphology, the most dominant element is capitalization and coloring. There are ten data containing the use of capitalization. The purposes of capitalization in my data are to expose the message in a strong way to highlight the excellence and to stress the meaning of the products. There are five data containing the use of coloring. The purpose is to make the advertisement brighter and colorful and also represent the color of the products.
The use of boldface, italics, unusual spelling and symbolism are not as much as capitalization and coloring. However, it does not mean that they have less important purpose. They can also make persuasive advertisements. The combination of the elements of graphology in advertisements is eye-catching for the advertisements. I believe that the use of graphology is important, in my opinion; the purpose of graphology is to catch the attention of the readers.
Phonology is shown in the repetition, rhyme, assonance and also alliteration. There are three data containing repetition, seven data containing rhymes, and two data containing alliteration. But I can not find any assonance in the data that I have analyzed. The most dominant type are rhyme and repetition; the purpose of rhyme in the advertisements is to create a pleasant sound. So with
the rhyme, the text or the words in the advertisements become jingly. The second dominant is repetition; the purpose of repetition in the advertisements, to make the slogan is pleasure to hear.
Another type of emphatic styles is parallelism. In my data, there are three data that use parallelism. All the data use the same structure and the effect of the repetition of parallelism makes the text simple and memorable for the readers.
The advertisers also create an advertisement which contains derivation. There are two data containing derivation. It does not mean that these types of emphatic styles are not important. In my data, the advertisers use the suffix –less and –ness. The repetition of suffix in my data shows the characteristics of the products. With derivation, the text shows the quality of the product. So, the purpose of derivation is to make the advantage the product shown in a powerful way.
I also notice that in my data, almost all the advertisements use at least two types of emphatic styles. In my data there are eight data that use two types of emphatic styles, and eleven data that use only one type of emphatic style but consists of some elements. Considering the findings, I believe that combining the types of emphatic styles is more appropriate for advertisements. The variety of emphatic styles can create attractive and persuasive advertisements. For example, the use of symbolism can make the readers illustrate the product. The boldface and capitalization also stress the meaning of the product. The colors make the advertisements eye-catching and noticeable. The advertisements use various types of emphatic style to make the readers pay more attention to the message of the
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advertisements. Each of advertisements has to be unique and reveals the excellence of the products in short time.
I understand that the advertisements use emphatic styles to make advertisement interesting and persuasive. With empathic styles, the advertisements will be more attractive and impressive. The emphatic styles can easily catch the attention of the readers. All the elements of emphatic styles in the printed advertisements are used to promote the product and show the excellence of the products, so that the readers will be attracted.
I personally think that the use of emphatic style makes the readers attracted about the product and convince them to use the product. The advertisers have to be creative and expressive when they make the advertisements because the readers’ attention depends on how the advertisers make the advertisements. The advertisers must be careful in choosing which element that will be used in the advertisements, such as pictures, colors, and capitalization and the choice of words. That is why, the emphatic styles are important to use in the advertisements.
Aitchison, Jean. LINGUISTICS . Chicago: Contemporary Book. A Division of The Mcgraw-hill Company, 1999.
Goddard, Angela. The Language of Advertising. London: Routledge, 1998. Gilson, Christopher and Harold W. Berkman. Advertising concept and strategies,
Random House: Newyork.1980.
Justice, Paul W. Relevant Linguistic. Stanford: CSLI Publications, 2004.
Leech, Geoffrey Neil. A Linguistic Guide to English Poetry. Essex: Longman Group Limited, 1994.
Leech, Geoffrey Neil and Michael. H. Short. Style in Fiction. Essex: Longman Group Limited, 1969.
Murphy, M.J. Understanding Unseens. London: George Allen & Unwin Ltd, 1972 Wydiatama. Rendra. Pengantar Periklanan. Jakarta: Buana Pustaka Indonesia, 2005. Maricopa.edu:Syntax. Reffland. 2002. 10 Februari 2002
http://www.mc.maricopa.edu/~reffland/anthropology/language/what5.html
Xiaosong, DING. “Introduction to English Styles.” TranslationDirectory 2003-2007
Stylistic Features of the Advertising Slogan
http://www.translationdirectory.com/article49.htm
Bear,Jacci Howard. “Your Guide to Desktop Publishing” The New York Times Company 2007
<http://desktoppub.about.com/cs/colorselection/p. htm
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Cosmo girl. October. 2002.
Cosmopolitan. February. 2005. Cosmopolitan. March. 2005. Female. November. 2005. Female. October. 2004.
Pikiran Rakyat 1 Desember 2006.
Bandung Advertiser.26 June 2006. 10 July 2006.
EVALUATION SHEET
1st
/ 2nd
* evaluation This draft is declared
Fit / unfit for the thesis defence examination
Points to elaborate/ reconsider :
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EXAMINER’S NOTE FOR REVISION
Student must go to supervisor I / II ( circle as appropriate) Points to elaborate / reconsider:
