ii v T C A R T S B A . V a h t n i s a Y , h i s g n i n u y h a
W (2013) .The Use o fRhetorica lDevices i n Engilsh t n e m e s it r e v d
A Headilne s Found in Teenage Gir l Magazine .s Yogyakarta : . y ti s r e v i n U a m r a h D a t a n a S d n if n a c e l p o e P . s y a d a w o n e l p o e p o t r a il i m a f e r a s t n e m e s it r e v d
A them
. a i d e m t n e m e s it r e v d a y n a m n i y li s a
e Fu trher ,the language o fadveritsement si s u t a n e h t e c n i s g n it s e r e t n
i re o fadveritsement si spersuasive . Therefore , i ti s t n e m e s it r e v d a f o e g a u g n a l e h t e z y l a n a o t g n it s e r e t n
i s ,paritculalry ni the use o f
. s e c i v e d l a c ir o t e h
r In thi sresearch ,the researche rfocused on the p irn tmedia , a w h c i h
w smagazine .Besides ,among the seven patr so fcopyw iritng in p irn t e n il d a e h e h t n o d e s u c o f r e h c r a e s e r e h t , s t n e m e s it r e v d
a hw ose funciton si to
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I w eretwo quesitonst o beanswered .They were: (1) W tha are t hetype sofrheto irca ldevice sused i n Engilsh adveritsemen theadilne s
s e n i z a g a m e g a n e e t n i d n u o
f ? )( W t2 ha are the possible reason sf or the use o f s e n il d a e h t n e m e s it r e v d a h s il g n E n i s e c i v e d l a c ir o t e h
r found in teenage gri l
s e n i z a g a m ? e h t , h c r a e s e r e h t g n it c u d n o c n
I researche rused conten tanalysi smethod . e r e w a t a d e h T . a t a d e h t n i a g o t t n e m u rt s n i n i a m e h t s a d e t c a r e h c r a e s e r e h t , e r e H f o s e u s s i e e r h t e h t f o s e n il d a e h t n e m e s it r e v d a 5 5 1 m o r f d e n i a g o s l
a teenagegri l
s e n i z a g a
m ,March-May 2012 .In analyzing the data ,the researche rused the s e c i v e d l a c ir o t e h r f o n o it a c if i s s a l
c from Corbet t(1990 )and Leech (1969 )which e
d i v i
d s rheto irca ldevice sinto two big catego ires ,namely scheme sand rtopes . .s e c i v e d l a c ir o t e h r f o s e p y t 4 4 e r a e r e h t , n o it a c if i s s a l c r i e h t n o d e s a B h
T e resutl so fthe research showe d tha tthere were 20 rheto irca ldevice s f o s e u s s i e e r h t e h t f o s e n il d a e h t n e m e s it r e v d a h s il g n E n i d e s
u teenage gri l
s e n i z a g a
m .The rheto irca ldevice sused in the three issue so fthe teenage gri l s e n i z a g a
m were anasrtophe , paralleilsm , anaphora , anadiplosis , alltieraiton , , n o it it e p e r l a b r e v e e r f , s i s p il l e , e c n a n o s s
a oxymoron , rhyme , polyptoton ,
, s i s a r h p ir e p , y m e s y l o p , r o h p a t e m , n o it s e u q l a c ir o t e h r , a i e o p o t a m o n o , n o t e d n y s a n o it a c if i n o s r e p d n a , e li m i s , e h c o d c e n y
s . Ther esearche ralsof oundt hatt herewere t n e m e s it r e v d a h s il g n E n i s e c i v e d l a c ir o t e h r f o e s u e h t f o s n o s a e r e l b i s s o p r u o f s e n il d a e
h . They were giving persuasive qualtiy , gaining atteniton , ease the e r d n a y ti li b a r o m e m r e t a e r g o t g n i d a e l , g n i s s e c o r p e g a s s e
m c al.l
ii i v K A R T S B A . V a h t n i s a Y , h i s g n i n u y h a
W (2013) .The Use o fRhetorica lDevices i n Engilsh .s e n i z a g a M l r i G e g a n e e T n i d n u o F s e n il d a e H t n e m e s it r e v d
A Yogyakarta :
s a ti s r e v i n
U SanataDharma.
h a d u m t a g n a s n a l k I . a i s u n a m i g a b m i z a l h a d u s n a l k i n a a d a r e b e K . n a l k i a i d e m i a g a b r e b i d n a k u m e ti
d Selain tiu ,bahasa iklan sanga tmenarik , u ti a n e r a k h e l O . fi s a u s r e p g n a y a y n t a fi s a n e r a
k sanga tmenarik untuk menelti i
a k a m a t u r e t n a l k i a s a h a
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p Selain tiu ,diantara t ujuh bagian e n il d a e h a d a p s u k o f it il e n e p , k a t e c n a l k i m a l a d n a l k
i iklanyangmerupakankunc i
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n a a y n a t r e P . b a w a ji d n a k a g n a y n a a y n a t r e p a u d a d a , i n i n a it il e n e p m a l a D : h a l a d a t u b e s r e
t (1 )Tipe ala tretorika apa saja yang digunakan pada headilne y s i r g g n I a s a h a b r e b n a l k
i ang dtiemukan d i majalah remaja? (2 ) Apa saja a y n n a k a n u g i d n a s a l a n a n i k g n u m e
k ala treto irka pada headilne i klan berbahasa ? a j a m e r h a l a j a m i d s i r g g n I t n e t n o c e d o t e m n a k a n u g g n e m i ti l e n e p , n a it il e n e p n a k a n a s k a l e m m a l a D m a l a d a m a t u n e m u r t s n i i a g a b e s k a d n it r e b i ti l e n e p , i n i l a h m a l a D . s i s y l a n a e p i d a g u j a t a d , u ti n i a l e S . a t a d n a k t a p a d n e
m roleh dar i155 iklan berbahasa
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I majalah remaja perempuan yang t erbi tpada bulan Maret t a l a i s a k if i s a l k n a k a n u g g n e m i ti l e n e p , a t a d a s il a n a g n e m m a l a D . 2 1 0 2 i e M a k i r o t e r t a l a i g a b m e m g n a y ) 9 6 9 1 ( h c e e L n a d ) 0 9 9 1 ( t t e b r o C i r a d a k i r o t e r j n e
m ad idua kategor ibesar ,yatiu scheme sdan tropes .Berdasarkan klasiifkas i . a k i r o t e r t a l a e p it 4 4 a d a , a k e r e m g n a y a k i r o t e r t a l a s i n e j 0 2 a d a a w h a b n a k k u j n u n e m n a it il e n e p l i s a H i s i d e a g it i d n a k u m e ti d g n a y s ir g g n I a s a h a b r e b n a l k i e n il d a e h a d a p n a k a n u g i d a
m jalah remaja perempuan .Alat-ala tretorika yang digunakan pada headilne i s i d e a g it i d n a l k
i majalah remaja perempuan adalah anastrophe ,parallelsim , , n o it it e p e r l a b r e v e e r f , s is p il l e , e c n a n o s s a , n o it a r e ti ll a , s is o l p i d a n a , a r o h p a n a t o t p y l o p , e m y h r , n o r o m y x
o on , asyndeton , onomatopoeia , rhetorica l quesiton , n o it a c if i n o s r e p n a d , e li m i s , e h c o d c e n y s ,s i s a r h p i r e p , y m e s y l o p , r o h p a t e
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ii v T C A R T S B A . V a h t n i s a Y , h i s g n i n u y h a
W (2013) .The Use o fRhetorica lDevices i n Engilsh t n e m e s it r e v d
A Headilne s Found in Teenage Gir l Magazine .s Yogyakarta : . y ti s r e v i n U a m r a h D a t a n a S d n if n a c e l p o e P . s y a d a w o n e l p o e p o t r a il i m a f e r a s t n e m e s it r e v d
A them
. a i d e m t n e m e s it r e v d a y n a m n i y li s a
e Fu trher ,the language o fadveritsement si s u t a n e h t e c n i s g n it s e r e t n
i re o fadveritsement si spersuasive . Therefore , i ti s t n e m e s it r e v d a f o e g a u g n a l e h t e z y l a n a o t g n it s e r e t n
i s ,paritculalry ni the use o f
. s e c i v e d l a c ir o t e h
r In thi sresearch ,the researche rfocused on the p irn tmedia , a w h c i h
w smagazine .Besides ,among the seven patr so fcopyw iritng in p irn t e n il d a e h e h t n o d e s u c o f r e h c r a e s e r e h t , s t n e m e s it r e v d
a hw ose funciton si to
e v e i h c
a thekeyselilngpointi nadveritsements . e r e h t , h c r a e s e r s i h t n
I w eretwo quesitonst o beanswered .They were: (1) W tha are t hetype sofrheto irca ldevice sused i n Engilsh adveritsemen theadilne s
s e n i z a g a m e g a n e e t n i d n u o
f ? )( W t2 ha are the possible reason sf or the use o f s e n il d a e h t n e m e s it r e v d a h s il g n E n i s e c i v e d l a c ir o t e h
r found in teenage gri l
s e n i z a g a m ? e h t , h c r a e s e r e h t g n it c u d n o c n
I researche rused conten tanalysi smethod . e r e w a t a d e h T . a t a d e h t n i a g o t t n e m u rt s n i n i a m e h t s a d e t c a r e h c r a e s e r e h t , e r e H f o s e u s s i e e r h t e h t f o s e n il d a e h t n e m e s it r e v d a 5 5 1 m o r f d e n i a g o s l
a teenagegri l
s e n i z a g a
m ,March-May 2012 .In analyzing the data ,the researche rused the s e c i v e d l a c ir o t e h r f o n o it a c if i s s a l
c from Corbet t(1990 )and Leech (1969 )which e
d i v i
d s rheto irca ldevice sinto two big catego ires ,namely scheme sand rtopes . .s e c i v e d l a c ir o t e h r f o s e p y t 4 4 e r a e r e h t , n o it a c if i s s a l c r i e h t n o d e s a B h
T e resutl so fthe research showe d tha tthere were 20 rheto irca ldevice s f o s e u s s i e e r h t e h t f o s e n il d a e h t n e m e s it r e v d a h s il g n E n i d e s
u teenage gri l
s e n i z a g a
m .The rheto irca ldevice sused in the three issue so fthe teenage gri l s e n i z a g a
m were anasrtophe , paralleilsm , anaphora , anadiplosis , alltieraiton , , n o it it e p e r l a b r e v e e r f , s i s p il l e , e c n a n o s s
a oxymoron , rhyme , polyptoton ,
, s i s a r h p ir e p , y m e s y l o p , r o h p a t e m , n o it s e u q l a c ir o t e h r , a i e o p o t a m o n o , n o t e d n y s a n o it a c if i n o s r e p d n a , e li m i s , e h c o d c e n y
s . Ther esearche ralsof oundt hatt herewere t n e m e s it r e v d a h s il g n E n i s e c i v e d l a c ir o t e h r f o e s u e h t f o s n o s a e r e l b i s s o p r u o f s e n il d a e
h . They were giving persuasive qualtiy , gaining atteniton , ease the e r d n a y ti li b a r o m e m r e t a e r g o t g n i d a e l , g n i s s e c o r p e g a s s e
m c al.l
ii i v K A R T S B A . V a h t n i s a Y , h i s g n i n u y h a
W (2013) .The Use o fRhetorica lDevices i n Engilsh .s e n i z a g a M l r i G e g a n e e T n i d n u o F s e n il d a e H t n e m e s it r e v d
A Yogyakarta :
s a ti s r e v i n
U SanataDharma.
h a d u m t a g n a s n a l k I . a i s u n a m i g a b m i z a l h a d u s n a l k i n a a d a r e b e K . n a l k i a i d e m i a g a b r e b i d n a k u m e ti
d Selain tiu ,bahasa iklan sanga tmenarik , u ti a n e r a k h e l O . fi s a u s r e p g n a y a y n t a fi s a n e r a
k sanga tmenarik untuk menelti i
a k a m a t u r e t n a l k i a s a h a
b rena penggunaan ala tretorika .Dalam peneilitan ini , . h a l a j a m u ti a y , k a t e c a i d e m a d a p s u k o f it il e n e
p Selain tiu ,diantara t ujuh bagian e n il d a e h a d a p s u k o f it il e n e p , k a t e c n a l k i m a l a d n a l k
i iklanyangmerupakankunc i
n i o p i a p a c n e m k u t n
u penjualanpadai klan.
n a a y n a t r e P . b a w a ji d n a k a g n a y n a a y n a t r e p a u d a d a , i n i n a it il e n e p m a l a D : h a l a d a t u b e s r e
t (1 )Tipe ala tretorika apa saja yang digunakan pada headilne y s i r g g n I a s a h a b r e b n a l k
i ang dtiemukan d i majalah remaja? (2 ) Apa saja a y n n a k a n u g i d n a s a l a n a n i k g n u m e
k ala treto irka pada headilne i klan berbahasa ? a j a m e r h a l a j a m i d s i r g g n I t n e t n o c e d o t e m n a k a n u g g n e m i ti l e n e p , n a it il e n e p n a k a n a s k a l e m m a l a D m a l a d a m a t u n e m u r t s n i i a g a b e s k a d n it r e b i ti l e n e p , i n i l a h m a l a D . s i s y l a n a e p i d a g u j a t a d , u ti n i a l e S . a t a d n a k t a p a d n e
m roleh dar i155 iklan berbahasa
i s i d e a g it i d s i r g g n
I majalah remaja perempuan yang t erbi tpada bulan Maret t a l a i s a k if i s a l k n a k a n u g g n e m i ti l e n e p , a t a d a s il a n a g n e m m a l a D . 2 1 0 2 i e M a k i r o t e r t a l a i g a b m e m g n a y ) 9 6 9 1 ( h c e e L n a d ) 0 9 9 1 ( t t e b r o C i r a d a k i r o t e r j n e
m ad idua kategor ibesar ,yatiu scheme sdan tropes .Berdasarkan klasiifkas i . a k i r o t e r t a l a e p it 4 4 a d a , a k e r e m g n a y a k i r o t e r t a l a s i n e j 0 2 a d a a w h a b n a k k u j n u n e m n a it il e n e p l i s a H i s i d e a g it i d n a k u m e ti d g n a y s ir g g n I a s a h a b r e b n a l k i e n il d a e h a d a p n a k a n u g i d a
m jalah remaja perempuan .Alat-ala tretorika yang digunakan pada headilne i s i d e a g it i d n a l k
i majalah remaja perempuan adalah anastrophe ,parallelsim , , n o it it e p e r l a b r e v e e r f , s is p il l e , e c n a n o s s a , n o it a r e ti ll a , s is o l p i d a n a , a r o h p a n a t o t p y l o p , e m y h r , n o r o m y x
o on , asyndeton , onomatopoeia , rhetorica l quesiton , n o it a c if i n o s r e p n a d , e li m i s , e h c o d c e n y s ,s i s a r h p i r e p , y m e s y l o p , r o h p a t e
m .Penelti i
t a l a a y n n a k a n u g i d n a s a l a n a n i k g n u m e k t a p m e a d a a w h a b n a k u m e n e m a g u j l a j a m i d s i r g g n I a h a s a b r e b n a l k i e n il d a e h a d a p a k i r o t e
r ahr emaja .Alasan-alasan
t u b e s r e
t adalah untuk membujuk atau meyakinkan pembaca , memperoleh .t a g n i g n e m m a l a d n a k h a d u m e m n a d , n a s e p n a s e s o r m e p n a k h a d u m e m , n a it a h r e p : i c n u k a t a
x i
S T N E M E G D E L W O N K C A
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e n o d e v a h r e v e
n w iritngthist hesi .s
g n it ir
W this t hesi swa sno teasy .Therefore , Iam grateful t o my advisor , .
d P . M , . d P . S , a il u Y a d i r F e d a
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n it ir
w my thesi .s Iwould ilke to say many thank sfo rthe paitence ,care ,and h
s i n if d l u o c I t a h t o s e c n a d i u
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r u t c e
l rs for t eaching me t hroughout t hese years . Ialso thank al lof t hestaff fo ,
I B
P mbakDanikandmbakTari ,fort heassistancedu irngt heseyears .
s t n e r a p y m , y li m a f y m o t s i s e h t s i h t d e t a c i d e d
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n o it a v it o m , tr o p p u s , e v o
l paitence ,care ,and prayer .Therei snothing which can e
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r f f o r e w o p e h
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R ,Tania ,Nora ,Lia ,Ivon ,and Deby fo rshowing me the meaning o f ,
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f Rean ,Sasa ,Yusitan ,Seto ,Adam , a
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s momen twes pentt ogetheri nt he ilbrarytowrtiethet hesi sbackt hen .
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L would ilke to thank al lo fmy firend sin PB Ibatch ,
A s e s s a l c , 8 0 0
2 B ,andC . Imay notr emembe randwrtieal loft hei rname shere . ,
r e v e w o
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S T N E T N O C F O E L B A T
E G A P E L T I
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C INTRODUCTION... .... .
A ResearchBackground... .. .
B ResearchProblems ... ... .. .
C ProblemLimtiaiton ... .. .
D ResearchObjecitve s... .
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F Deifniitono fTerms... R
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1 I R E T P A H C
N O I T C U D O R T N I
s t n e s e r p r e t p a h c s i h
T thebackground oft hestudy .Thebackground oft he o t r e d r o n I . y d u t s e h t f o t n e t n o c e h t d n a e r u t a n e h t t u o b a n o it a m r o f n i s r e v o c y d u t s
t , c it a m e t s y s e
b he informaiton i s presented in six patrs , namely research m
e l b o r p h c r a e s e r , d n u o r g k c a
b s ,problem ilmtiaiton ,research objecitves ,research .s
m r e t f o n o it i n if e d d n a , s ti f e n e b
.
A ResearchBackground
r o f r a il i m a f e m o c e b s a h t n e m e s it r e v d
A modern peoplenowadays .People e
r
a being exposed to hundreds, even thousand so fadveritsement severy day . s
t n e m e s it r e v d a e s e h
T can be found easliy ni TV , magazines , newspapers , s
d r a o b ll i
b ori nterne.tGlisonandBerkman( 1980) ,even ,statet ha t“adveritsemen t il
a i c o s n i s r o t c a f t n a tr o p m i e r a y r r a c y e h t n o it a m r o f n i e h t d n
a zaiton”( p .4 .)
n o it a m r o f n i e v i s a u s r e p t u o b a s i t n e m e s it r e v d a , ) 6 0 0 2 ( s n e r A o t g n ir r e f e R
h c i h w ) s a e d i d n a , s e c i v r e s , s d o o g ( s t c u d o r p f
o i susually paid by a company ,
. n o it u ti t s n i r o , n o it a z i n a g r
o Conside irng ti starge t audience which i sa large u
n mbe ro fpeople ,no tan individual ,adveritsement si sa n -on persona lo rmas s .
n o it a c i n u m m o
m o r f t n e r e f fi
d ora lcommunicaiton bu tbasically ti i sde irved from basic human n
e r A ( s s e c o r p n o it a c i n u m m o
c s ,2006) .
d n a n o s r e p a s i t c e j b u s e h t , n o it a c i n u m m o c l a r o n
I tha tpersoni st alkingt o
. n o s r e p r e h t o n
a Whlie in adveritsing ,the audience i sa large numbe ro fpeople e
h t h c i h
w adveritsers do not know .Therefore, t he message i n t he adveritsemen t e m o s n i t n e m e s it r e v d a n a , r e h tr u F . e v it c e f f e d n a r a e l c , e l b a d n a t s r e d n u e b d l u o h s
e d a u s r e p o t s i t n e m e s it r e v d a f o e r u t a n e h t e c n i s e v i s a u s r e p e b d l u o h s s t c e p s
a .
, e l b a d n a t s r e d n u e g a s s e m e h t e k a m o t r e d r o n
I clear, effecitve , and
e v i s a u s r e
p , theadveritsersuser heto ircaldevices .Theexamplei sinBody &Sou l t
n e m e s it r e v d
a headilne, “celebraitng 15 year s o fbold fealres s fashion” . The t
n e m e s it r e v d
a headilne uses t he repeititon of t he i niita lconsonan t/f/ in fearles s d
n
a fashion. Thi skind o frepeititon i swidely used t o create mnemoniceffect i n n
a g o l
s s andadveritsingheadilnes( Corbett ,1990 ,p .434). e
r a s e c i v e d l a c ir o t e h
R thevairaiton so fnon-ltieralf ormo fexpression . tIi s r
u g if s a d e ll a c s e m it e m o
s aitvel anguageo r ifgureo fspeech .Corbett( 1990 )states t
a h
t ar heto irca l ifgureha s rtadiitonallybeendeifneda sarftu ldeviaiton. Deviaiton n
e e S . e g a s u y r a n i d r o e h t m o r f t n e r e f fi d s n a e m e r e
h fromG irce’ smaxims’t heory ,
s a d o o t s r e d n u e b n a c n o it a i v e
d af ormo f lfou itngmaxims(McQuarireand Mick , p
, 6 9 9
1 p .425-426). Belryne(1971) i n McQuarrieand Mick (1996 ,p .426 )adds e
g n a rt s r a il i m a f e k a m o t s n a e m s e d i v o r p “ e r u g if l a c ir o t e h r a t a h
t ”.
0 9 9 1 ( t t e b r o C o t g n ir r e f e
R ,p .426) , ifguraitve language i sdivided into e
m e h c
e r a s e l p m a x e e h t , s e p o rt n I . s i s p il l e d n a m s il e ll a r a p , n o it a r e ti ll a e r a e m e h c s f o
,r o h p a t e
m simlieandpun .s
Aheadilnet akest hebigges tporitoni nanadveritsement . tI i sdeirvedfrom many studie swhich proved tha taheadilne i s t he most i mpo tran tpatr i n p irnted
. ) 6 0 0 2 , s n e r A ; 7 0 0 2 , l h a D ( t n e m e s it r e v d
a Dahl( 2007 )addstha tevens omeitme sa n a , e r o f e r e h T . t n e m e s it r e v d a n a n i s e e s r e d a e r e h t g n i h t y l n o e h t s i e n il d a e h
e g a m i l a u s i v a r e tf a e c a p s t s e g r a l d n o c e s e h t s e k a t y ll a u s u e n il d a e h t n e m e s it r e v d a
– i fthere i sa visua limage .Fu trher ,Aren s(2006 ,pp . 74 -1 419 )states tha tan t
c a rt t a d l u o h s e n il d a e h e v it c e f f
e consumer’ satten iton and presen tthe selilng .
e g a s s e m
) 4 9 9 1 ( h g i e
L ifndsoutt ha t74% o fadveritsementheadilnes eu s ifguraitve s
e c i v e d l a c ir o t e h r r o e g a u g n a
l . Besides ,McQuarire and Mick (1992 )state tha t 5
1 .2% o f1286f u ll-pageadveritsement sarer esonan.tThey f di tn ou thatt heuseo f a
n o s e r h c u
s n tinadveritsement sheadilnewillproduceahigherl eve lofr ecal land s
e d u ti tt a e v it i s o p e r o
m (McQuarireand Mick ,1992 ,p .190 .) Fu trher ,McQuarire d
n
if soutt ha tpuns ,whichi soneoft herheto irca ldevices ,and othe rsimlia rplay s n a t a h t s n a e m t I . e c n a n o s e r e t a e r c o t s l o o t l a c ir o t e h r n o m m o c e r a s d r o w n o
n i a g o t y ti li b i s s o p r e h g i h e v a h l li w s e c i v e d l a c ir o t e h r s e s u h c i h w t n e m e s it r e v d a
n o p s e r e v it i s o
p sef romt her eader .s
. t n a n o s e r s i h c i h w , e l y t s e m a s e h t e s u l li w t n e m e s it r e v d a l l a t o n , r e v e w o H
A sa non-persona lcommunicaiton ,adveritsement also ha s ti sown style .The t
n e r e f fi d e r a d e s u s e c n e t n e s e h t f o e r u t c u rt s e h t d n a s d r o w f o e c i o h
c from one
e s it r e v d
e h t s i t n e m e s it r e v d a n a n i e
b intenit on to bepersuasive – even provocaitve .The e n o m o r f t n e r e f fi d o s l a s i s t n e m e s it r e v d a n i d e s u s e c i v e d l a c ir o t e h r f o e c i o h c
. r e h t o n a o t t n e m e s it r e v d a
lr i g e g a n e e
T magazine st hat focu son teenage gi lr and fashion may use n o i h s a f n o s u c o f s tI . s t n e m e s it r e v d a r i e h t n i s e c i v e d l a c ir o t e h r f o d n i k t n e r e f fi d
s r e d a e r t e g r a t d n
a may affectt hechoiceo fstyleint headveritsements .Therefore , e
h t t u o d n if o t s t n a w r e ti r w e h t , y d u t s s i h t h g u o r h
t types fo rheto irca ldevices used n
i Engilsh adveritsement headilnes found in teenage gi lr magazine sissued in h
c r a
M -M ay 2012 , which cove r CosmoGirl ! Indonesia , Gogir!l , CHIC, ,r
e t s i S , N E E T d n E h g i
H dan rG li friend Indonesia .Fu trher ,the wrtie rwant sto n
o s a e r e l b i s s o p e h t e z y l a n
a s fo the use of rheto irca l devices in Engilsh s
e n il d a e h t n e m e s it r e v d
a found in teenage g ri lmagazine sissued in March-May 2
1 0 2 .
.
B ResearchProblems
r e ti r w e h t , d n u o r g k c a b h c r a e s e r n i d e t n e s e r p d n u o r g k c a b e h t g n ir e d i s n o C
n i s m e l b o r p e h t s e t a l u m r o
f theformo fquesitona silstedbelow . .
1 Wha t are the type s o f rheto irca l device s used in Engilsh adveritsemen t n
i d n u o f s e n il d a e
h teenagegi lrmagazines? .
2 Wha tare the possible reason sfo rthe use of rheto irca ldevice sin Engilsh s
e n il d a e h t n e m e s it r e v d
.
C ProblemLimtia iton
e s u e h t n o y lr a l u c it r a p , e l y t s s ti f o s m r e t n i e u q i n u s i e g a u g n a l g n i s it r e v d A
n o s u c o f l li w h c r a e s e r s i h T . s e c i v e d l a c ir o t e h r f
o two problem sa sformulated i n
t s ri F . s m e l b o r p h c r a e s e
r , ti is t o ifnd out t he types fo rheto irca ldevices used i n h
s il g n
E adveritsement headilnes found in s xi teenage gi lr magazines issued in h
c r a
M -M ay 2012. Since the study i sabou t ifnding ou tthe type so frheto irca l n
i d e s u s e c i v e
d teenagegilrmagazinesi ssuedi n March-M ay2012,t hewrtierwli l l a c ir o t e h r y n a e r o n g i d n a s e n il d a e h t n e m e s it r e v d a h s il g n E e h t n o s u c o f y l n o
t n e m e s it r e v d a r e h t o n i s e c i v e
d patr s(subheads ,body copy ,slogans ,seal ,s l ogos , .
) e r u t a n g i s d n
a Second, t hi sresearch intend sto ifnd the possible reason so ft he f
o e s
u rheto irca ldevice sin adveritsemen theadilnes ,paritculalry in teenage lrgi s
e n i z a g a
m issuedi nMarch-M ay2012.
.
D ResearchObjecitves
e h
T rearet woobjecitve stha twli lbeobtainedt hroughthisr esearcha s w
o l e b d e t s
il .
.
1 Identfiying the type so f rheto irca ldevice s used in Engilsh adveritsement e
n il d a e
h s foundi nteenagegi lrmagazinesissuedi nMarch-M ay2012. .
2 Identfiying the possible reason sf or the use of rheto irca ldevices in Engilsh h c r a M n i d e u s s i s e n i z a g a m l ri g e g a n e e t n i d n u o f s e n il d a e h t n e m e s it r e v d
a -May
.
E ResearchBeneftis
e h
T ifndingoft hestudyi sexpected t ogivebeneftist ot hestudent so fthe i
n U a m r a h D a t a n a S f o m a r g o r P y d u t S n o it a c u d E e g a u g n a L h s il g n
E verstiy .Frist ,
s e v i g h c r a e s e r s i h
t a cleare r concep t on the use o f rheto irca l device s in t
n e m e s it r e v d
a headil sne ,especially which are found in teenage gilr magazine s n
i d e u s s
i March-Ap ir l2012 .By knowing the concep tand ti ssigni ifcan tuse in t
n e m e s it r e v d
a headilnes ,hopefully the student so fthe ELESP can i ncrease t hei r ll
i k s g n it ir
w ,paritcularl iy nt heuseo frheto irca ldevices.
.
F Deifni itono fTerms
t r e d r o n
I o avoidmisconcepiton o rmisunderstandingaboutt het ermsused s
i h t n
i research ,thewrtie rgive sab ire fexplanaitonaboutt het ermsasf ollow .s .
1 Rheto irca lDevices
) 6 2 4 . p , 0 9 9 1 ( tt e b r o
C statesthatr heto irca ldevices, o rhecalleda s ifgure s g n i k a e p s f o e d o m y r a n i d r o e h t m o r f s n o it a i v e d l u ft r a y n a “ o t d e t a l e r s i h c e e p s f o
g n it ir w r
o ”. Whereas, Leech( 1969 )callsi tasr heto irca l ifgure swhichi sdescirbed .
n o it a i v e d c it s i u g n il s
a Rheto irca ldevice sare divided into schemes and rtopes . o t r a il i m a f e h t m o r f d e g n a r y l e d i w e r a s e p o rt d n a s e m e h c s e s e h t f o s r e b m e m e h T
M d n a e ir r a u Q c M ( e n o e r u c s b o e h
t ick ,1996) .Thi sresearch focused on the s
e c i v e d l a c ir o t e h
r whichappearedi nt heEngilshadveritsemen theadilnesfoundi n e
g a n e e
t gri lmagazines, CosmoGirl !Indonesia ,Gogir!l ,CHIC ,HighEndTEEN , ,r
e t s i
S dan rG li friend Indonesia, issued in March-May 2012, which are used a s e
l p m a s h c r a e s e r e h
.
2 AdveritsementHeadilne
6 0 0 2 ( s n e r A o t g n i d r o c c
A ) ,the roles fo adveritsemen thead ilne sare to ,
e c n e i d u a e h t e g a g n
e toexplaint hevisual ,andtolead t heaudiencei ntot hebody ,
e r o f e r e h T . t n e m e s it r e v d a e h t f
o thep irmary funciton o fadveritsemen theadilne s g
n it c a rt t a y b t n i o p g n il l e s y e k e v e i h c a o t s
i the consumers ’atteniton (Wells ,
M d n a t t e n r u
B o iratry ,1992 ;Leigh ,1994 .) In thi sresearch, the adveritsemen t e
n il d a e
h sreferto phrase so rsentence splaced i n t he t op o fan adveritsemen tand e
g g i b n i d e p y t y ll a u s
u r size. Fu trher ,since adveritsemen theadilnes ea r the ones e
b gi n analysed i nt hisr esearch ,adveritsemen theadilnesi nt hisr esearchalso play e
l o r e h
t ast heresearchs ample tisel.f
.
3 TeenageGri lMagazines
e n o s i e n i z a g a
M o ef t h p irn tmedia which are issued a tregula rinterva,l , r e v e w o H . d e ir a v e b n a c e n i z a g a m e h t f o t n e t n o c e h T . y l h t n o m r o y l k e e w
t n e t n o c e h t t a h t s e t a t s ) 0 0 0 2 ( n il h g u o L c
M s o famagazinecove raritcles , ifciton o h w e l p o e p f o p u o r g n i a tr e c n o s e s u c o f e n i z a g a m , y ll a r e n e G . s h p a r g o t o h p d n a
e v a
h thesamespeciali nterestort hesamegender ,such asspor tmagazine,f emale e
n i z a g a
m ,o rbusines smagazine .Therefore, t eenage gri lmagazinei samagazine s
ti h c i h
w targeted reader saret eenagegilrs .Theconten to fthemagazine wli lbe o
t d e t a l e
r the teenage gi lrs’ lfie ,such as lfie style ,school ,and fashion. In thi s lr
i g e g a n e e t , h c r a e s e
r magazines ,which cove rsix dfiferen tmagazine sissued in h
c r a
M -M ay 2012, are used as t he sample of t he research .They are CosmoGir!l C
I H C , !l r i g o G , a i s e n o d n
8 I I R E T P A H C
E R U T A R E T I L D E T A L E R F O W E I V E R
s i h
T chapteri sdividedi nto t womain patrs ,namelyt heoreitca ldescirpiton
n I . k r o w e m a r f l a c it e r o e h t d n
a the theoreitca ldesc irpiton, the wrtie rreview sthe
h c i h w s e ir o e h t n i a
m aredriecltyr elatedandusedast her eferencest ot heresearch.
t n
I he las t par t o f thi s chapter , theoreitca l framework , the wrtier draw s a
e h t n o d e s a b k r o w e m a r
f theo ire sprovided i n t heoreitca ldescirpitont oanswert he
.s n o it s e u q h c r a e s e
r
.
A Theoreitca lDescrip iton n
I thetheoreitca ldesc irpiton,t hewrtierdescirbe ssomet heo ire swhichare
e r a y e h T . h c r a e s e r e h t o t d e t a l e
r adveritsemen t deifniiton , magazine s a s
, t n e m e s it r e v d a t n ir p r o f t a m r o f , a i d e m t n e m e s it r e v d
a rheto irca ldevices , and
g n i s u f o s n o s a e
r rheto irca ldevicesi nadveritsements.
.
1 TheDeifniitono fAdveritsement
s it r e v d a , ) 6 0 0 2 ( s n e r A o t g n i d r o c c
A ement i s a form o f non-persona l
h c i h w n o it a c i n u m m o
c i susually persuasive in nature .Since adveritsement i sa
n o
n -persona l communicaiton , i t i s targeted to a numbe r o f people . The
m r o f n
i aitoncariredi nt headveritsementi sabou tproducts( good ,ss ervice ,si deas.)
y lr a li m i
e n if e d ) 0 8 9 1
( adveritsemen ta s“any paid form o fn -on personal presentaiton o f
r e s r o , s d o o g , s a e d
i vice sby an idenitifed sponsor” (p .11) . I tmean stha tthe
k r e B d n a n o s li G n i d e n o it n e m ” r o s n o p s d e if it n e d i
“ man deifniiton should pay an
r e s r o , s d o o g , s a e d i s ti t n e s e r p o t y e n o m f o t n u o m
a vicest ot hes ociety .
,r e h tr u
F Glison and Berkman (1980 ) add two more point s o f
. n o it i n if e d s ’t n e m e s it r e v d
a Frist ,anadveritsemen tha spersuasivequaltiy .Having
s t n e m e s it r e v d a t a h t s n a e m y ti l a u q e v i s a u s r e
p are able to persuade the readers .
r e h t , d n o c e
S oleo fanadveritsementi sa samarkeitngt oo.lTherefore ,Glisonand
e d ) 0 8 9 1 ( n a m k r e
B if ne adveritsemen t a s “persuasive media communicaiton
, o t d n o p s e r o t d e n g i s e
d andhelpachieve ,markeitngobjecitves”( p .11 .)
s e d i s e
B ,Goddard( 1998 )descirbe sadveritsement sa sat ex twhoseaim i st o
s r e d a e r e h t m o r f n o it n e tt a n i a
g .However ,shenotest ha tno tal ltexts, whichmake
o t n o it n e tt a r i e h t y a p s r e d a e r e h
t , areadveritsement .Thereareothe rcharacteirsitc s
t a h
t shouldbepossessedbyat extt obeclassi ifeda sadveritsement .Givingbeneif t
s i t n e m e s it r e v d a e h t d n i h e b y n a p m o c e h t o
t oneoft hecharacteirsitc stha tshould
e
b possessed by an adveritsement .Thi sbenefti ,according t o Goddard (1998 ,) i s
n i y l n o t o
n the form o fmoney o rothe rmateirals ,bu talso in a les stangible
. ) 7 . p ( ” e g a m i r o s u t a t s f o t n e m e c n a h n e “ s a h c u s t n e m n i a tt a
, r e h tr u
F Goddard (1998) also descirbes adveritsement a s a form o f
. e s r u o c s i
d She see sadveritsement a sa system o flanguage where reader shave
y r a t n e m o
m “conversaiton” wtih t headveritser s(p .5 .) Thi smeans t ha tGoddard
a s a t n e m e s it r e v d a s e e
s form o fcommunicaiton .Besides ,she also add stha t
t n e m e s it r e v d
o t e v a h s r e d a e
r work hard t o decode message .s Hence ,adveritsement, according
) 8 9 9 1 ( d r a d d o G o
t , can besimply descirbed a saform o fcommunicaiton which
y n a m o t d e s s e r d d a s i d n a , d n i h e b y n a p m o c e h t o t ti f e n e b e v i g , e d a u s r e p o t s m i a
. e l p o e p
.
a Magazinea sAdveritsementMedia
. t c u d o r p a e s it r e v d a o t d e s u e b n a c t a h t a i d e m y n a m e r a e r e h
T Aren s
s n o it n e m ) 6 0 0 2
( tha tthere are ifve adveritsemen tmedia .These adveritsement
e r a a i d e
m p irnt ,elecrtonic ,digtialinteracitve ,driec tmali ,andout- fo -homemedia.
. s c it s ir e t c a r a h c t n e r e f fi d s a h m e h t f o h c a
E Since t he focu sof t hi sresearch is i n
s i h t , a i d e m t n ir
p research wli l discus s more on the p irn t media , especially
e h t s a e n i z a g a
m adveritsementmedia.Accordingt oArens( 2006 ,p .127), thet erm
a i d e m t n ir
p refer sto any commercially pubilshed , p irnted medium , us ch a s
,s e n i z a g a m d n a s r e p a p s w e
n tha t sell s adveritsement space to a vairety o f
.s r e s it r e v d
a Compared to newspaper ,according to Bovee and Aren s(1986) ,
e n i z a g a
m s offe r more advantage s and effecitveness to both reader s and
s r e s it r e v d
a .They men iton seven thing swhich can make magazine become an
r o f a i d e m e v it c e f f
e adveritsement(BoveeandArens ,1986 ,pp .418- 941 ) .
)
1 Selecitvtiy
s r e d a e r e v it c e l e s y r e v h c a e r y ll a r e n e g s e n i z a g a
M . BoveeandArens( 1986 ,
.
p 418)statetha t“magazine soffe rselecitvtiyby t argeitng vairou sspeci ifcgroup s
l a i c e p s y l p m i s r o , c i n h t e , s u o i g il e r g n i d u l c n
t s e r e t n i n i a tr e c r o f d e h s il b u p s e n i z a g a
m ,such asBusines sWeekfo rbusinessmen
d n
a Seventeen rf o teenagegilr .s
)
2 Flexiblitiy
e n i z a g a M . s r e d a e r d n a s r e s it r e v d a h t o b r o f y ti li b i x e lf s r e f f o e n i z a g a M
, e z i s , e p y t , s a h c u s t i n i d e r e f f o s e r u t a e f l a r e v e s e s u o t s r e s it r e v d a s w o ll a
. t u o y a l d n a , t n e m e c a l
p Forr eaders ,magazineoffersawider angeo fchoice .They
e r
a regiona la swel la snaitona lediitons ,or ,maleorf emalemagazines .Magazine s
r e f f o o s l
a many kind soft ype so rvairety . Theset ype so rvairety i ncludelengths ,
.s e n o t l a ir o ti d e d n a , s e h c a o r p p a
)
3 Visua lpleasure
d e r a p m o
C to newspaper ,magazine win sthi sfeature .Magazine present s
s t n e m e s it r e v d a r o l o c l l u
f .These ful lcolo radveritsements ,according Boveeand
,) 6 8 9 1 ( s n e r
A atrtac tthe readers ’atteniton .Fu trher ,Bovee and Aren s(1986 ,p .
a m i s e c n a h n e r o l o c “ t a h t e t a t s ) 8 1
4 geandi denitife spackages”.
)
4 Authortiyandbeilevablitiy
) 9 8 9 1 ( s n e r A d n a e e v o B o t g n i d r o c c
A , peoplebeilevewha tmagazines ays .
. s e ri s e d d n a , s n o i n i p o , s a e d i s ’ e l p o e p e c n e u lf n i n a c s e n i z a g a m , e r o f e r e h
T Fu trher ,
s i h t ,) 6 8 9 1 ( s
