RHETORICAL DEVICES
IN BEAUTY ADVERTISEMENT HEADLINES
OF COSMOPOLITAN MAGAZINES
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree
in English Education
By Lisahagni Ditaya Student Number: 141214085
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
i
RHETORICAL DEVICES
IN BEAUTY ADVERTISEMENT HEADLINES
OF COSMOPOLITAN MAGAZINES
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree
in English Education
By Lisahagni Ditaya Student Number: 141214085
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
ii
A Sarjana Pendidikan Thesis on
RHETORICAL DEVICES IN BEAUTY ADVERTISEMENT HEADLINES OF COSMOPOLITAN MAGAZINES By Lisahagni Ditaya Student Number: 141214085 Approved by Advisor Date Truly Almendo Pasaribu, S.S., M.A. 7 June 2018
iii
A Sarjana Pendidikan Thesis on
RHETORICAL DEVICES IN BEAUTY ADVERTISEMENT HEADLINES OF COSMOPOLITAN MAGAZINES
By
LISAHAGNI DITAYA Student Number: 141214085
Defended before the Board Examiners On 12 July 2018
and Declare Acceptable
Board of Examiners
Chairperson : Yohana Veniranda, S.Pd., M.Hum., M.A., Ph.D. ____________ Secretary : Christina Lhaksmita Anandari, S.Pd., Ed. M ____________ Member : Truly Almendo Pasaribu, S.S., M.A. ____________ Member : Yohana Veniranda, S.Pd., M.Hum., M.A., Ph.D ____________ Member : Dr. Emmanuel Sunarto, M.Hum. ____________
Yogyakarta, 12 July 2018
Faculty of Teachers Training and Education Sanata Dharma University
Dean,
iv
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, 7 June 2018
The researcher
Lisahagni Ditaya 141214085
v
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Lisahagni Ditaya
Nomor Mahasiswa : 141214085
Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah yang berjudul:
RHETORICAL DEVICES IN BEAUTY ADVERTISEMENT HEADLINES OF COSMOPOLITAN MAGAZINES
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 mempublikasikan di internet atau media lain untuk kepentingan akademis tanpa perlu meminta ijin dari saya meupun memberikan royalti kepada saya selama tetap mencantumkan namma saya sebagai penulis.
Demikian pernyataan ini yang saya buat dengan sebenarnya.
Dibuat di Yogyakarta Pada tanggal : 7 Juni 2018
Yang menyatakan
vi ABSTRACT
Ditaya, Lisahagni. (2018). Rhetorical Devices in Beauty Advertisement Headlines of Cosmopolitan Magazines. Yogyakarta: English Education Study Program. Department of Language and Arts Education. Faculty of Teachers Training and Education. Sanata Dharma University.
These days, beauty products are very common in the society. It is because people nowadays really concern about their look. Advertisements can be one of the ways to introduce people to the beauty products. The researcher was interested in finding what makes the language of the advertisements so clingy and easy to remember.
This research was aimed to find out what types of rhetorical devices that are found in the advertisement headlines. There were two research questions in this research. The first was finding out the types of schemes that are found in the advertisement headlines, and the second research question was finding out what types of tropes that are found in the advertisement headlines. A theory by Corbett and Connors (1999) was used to answer the research questions.
A qualitative method was used in this research. The researcher employed linguistic analysis in analyzing the data. The main sources of this research were Cosmopolitan magazines issued from May – October 2017. The data is collected from the advertisements headlines in the form of expression rather than text. Table was used in this research as the instrument to observe the data.
The results of this research showed that there were 57 advertisement headlines that used rhetorical devices in their advertisements. There were 9 types of schemes that were used in the advertisement headlines, which were Epistrophe, Antithesis, Proparalepsis, Parallelism, Assonance, Anaphora, Antisthecon, Alliteration, and Isocolon. There were 8 types of tropes that were found in this research, they were Personification, Hyperbole, Paranomasis, Rhetorical Question, Metaphor, Periphrasis, Irony, and Syllepsis. The type of schemes that was used the most was Anaphora and the types of tropes that was used the most was personification.
As the conclusion, the researcher arrived at the categorization of schemes by analyzing the sounds, positions, arrangements, spellings, also words of the words, phrases, or clauses. While in tropes, the researcher tended to analyze the meaning of the expression shown by the advertisement headlines. This research could be applied in the poetry or speaking class. For the future researchers, they might have the same topic with different types of data source or with different analysis.
vii ABSTRAK
Ditaya, Lisahagni. (2018). Rhetorical Devices in Beauty Advertisement Headlines of Cosmopolitan Magazines. Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.
Saat ini, produk-produk kecantikan sangat akrab di telinga masyarakat. Hal ini dikarenakan orang-orang berlomba dalam memerhatikan penampilan mereka. Iklan adalah salah satu cara untuk memperkenalkan orang-orang tentang produk kecantikan. Peneliti tertarik untuk mencari tahu apa yang membuat bahasa dalam iklan mudah diingat.
Penelitian ini bertujuan untuk mencari tahu tipe-tipe rhetorical devices apa saja yang digunakan pada judul iklan. Ada dua rumusan masalah pada penelitian ini, yang pertama adalah mencari tahu tipe-tipe schemes apa saja yang di gunakan pada iklan produk kecantikan, dan yang kedua adalah untuk mencari tahu tipe-tipe trope apa saja yang digunakan untuk iklan produk kecantikan. Teori oleh Corbett dan Connors (1994) adalah teori yang digunakan untuk menjawab kedua rumusan masalah.
Metode kualitatif adalah metode yang digunakan pada penelitian in dengan. Peneliti menggunakan analisis linguistik dalam menganalisis data. Sumber utama dalam penelitian ini adalah majalah Cosmopolitan yang diterbitkan pada bulan Mei – Oktober 2017. Data yang dikumpulkan bersumber dari kepala berita yang berbentuk ungkapan. Dalam penelitian ini, table digunakan sebagai instrument dalam mengobservasi data.
Hasil dari penelitian ini menunjukkan bahwa ada 9 tipe schemes yang ditemukan dalam penelitian ini, yaitu Epistrophe, Antithesis, Proparalepsis, Parallelism, Assonance, Anaphora, Antisthecon, Alliteration, and Isocolon. Ada sebanyak 8 tipe dari tropes yang ditemukan dalam penelitian ini yaitu Personification, Hyperbole, Paranomasis, Rhetorical Question, Metaphor, Periphrasis, Irony, and Syllepsis. Tipe dari schemes yang paling banyak digunakan adalah anafora dan tipe dari tropes yang paling banyak digunakan adalah personifikasi.
Peneliti mengategorisasikan tipe-tipe dari schemes dengan menganilisis bunyi, posisi, susunan, ejaan, dan juga dari kata-kata yang terdapat di dalam ungkapan di kepala berita iklan. Sedangkan dalam tropes, peneliti menganalisis arti dari ungkapan yang ditunjukkan dalam kepala berita iklan. Penelitian ini dapat digunakan dalam proses pembelajaran, sebagai contoh pada kelas poetry dan juga pada kelas speaking. Untuk peneliti berikutnya, mereka dapat memilih topik yang sama dengan data yang berbeda, atau mereka dapat melakukan dengan jenis analisis yang berbeda.
viii
ACKNOWLEDGEMENTS
First of all, I would like to give big thanks to my beloved God, Jesus Christ, because of His blessing and love I could finish this research. His endless blessing and wisdom always guide me through the process of researching and writing this thesis. He always reminds me that every struggle could be done, nothing is impossible. He is my first inspirator in doing my research.
Then, I would like to say big thank to my advisor, Truly Almendo Pasaribu, S.S., M.A., because of her guidance I could finish my research in time. She has given me her patience, love, guidance, knowledge, advice to me so that I could finish my research well. I will not forget to give thanks to my academic advisor, Monica Ella Harendita, S.Pd., M. Ed., for being my parent in English Language Education Study Program. Also, I would like to say thank for all the lecturers in English Language Education Study Program who have taught me throughout four years.
This research is dedicated to my family, especially my parents, Bapak Sri Adi Purwono and Ibu Sugiyarti, my sisters, Deboratow Aditi Siwi and Yudist Latubayesian, my beloved nephew, Eliezer Christavarrow Sinaga, also my uncles, aunts, and cousins. I am so glad that they always support me in doing my research, also they always pray for me.
I also would like to give thanks to my partner, Yohanes Wahyu Satriyo, who has supported me in doing my research. He would also listen to all complaints and he is the one who has been cheering me up when I could not tell anyone about my problems. For my best friends, Rekyaning Adawiyah and Fuad Ansari, thank you for being my eternal friends since primary school and always
ix
support me in any condition I have been through. Last but not least, I give thanks to all my beloved friends, Kristin, Feby, Devita, and many more who cannot be mentioned by me. They have given me motivation, love, support in doing this research. They also would listen to my struggle in doing this research. They have been patiently cheering me up from the first year until now. I will never forget the struggling moment we have spent together.
x
TABLE OF CONTENTS
Page
TITTLE PAGE ... i
APPROVAL PAGE ... ii
STATEMENT OF WORK‟S ORIGINALITY ... iv
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI ... v
ABSTRACT ... vi
ABSTRAK ... vii
ACKNOWLEDGEMENTS ... viii
TABLE OF CONTENTS ... x
LIST OF TABLES ... xiii
LIST OF APPENDICES ... xiv
CHAPTER I. INTRODUCTION ... 2 A. Research Background ... 2 B. Research Questions ... 3 C. Problem Limitations ... 3 D. Research Significance ... 4 E. Definition of Terms ... 5 1. Rhetorical Devices ... 5 2. Advertisement Headlines ... 6 3. Magazines ... 6 4. Beauty Products ... 6
CHAPTER II. REVIEW OF RELATED LITERATURE ... 8
A. Theoretical Description ... 8 1. Magazines ... 8 2. Advertisements ... 9 3. Rhetorical Devices ... 9 a. Schemes ... 10 b. Tropes ... 12
xi
Page
4. The Use of Rhetorical Devices in Advertisement ... 13
B. Theoretical Framework ... 14
CHAPTER III. RESEARCH METHODOLOGY ... 15
A. Research Method ... 15
B. Type and Source of Data ... 16
C. Research Instrument and Data Gathering Technique ... 17
D. Data Analysis Technique... 17
CHAPTER IV. RESEARCH RESULTS AND DISCUSSION ... 20
A. Types of Schemes Found in Advertisement Headlines ... 20
1.Epistrophe ... 20 2.Antithesis ... 21 3.Proparalepsis ... 22 4.Parallelism ... 22 5.Assonance ... 23 6.Alliteration ... 24 7.Anaphora ... 25 8.Antisthecon ... 26 9.Isocolon ... 27
B. Types of Trope Found in Advertisement Headline ... 28
1.Personification ... 28 2.Hyperbole ... 30 3.Paranomasis ... 30 4.Rhetorical Questions ... 31 5.Metaphors ... 32 6.Periphrasis ... 32 7.Irony ... 33 8.Syllepsis ... 34
xii
Page CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND
RECOMMENDATIONS ... 36 A. Conclusions ... 36 B. Implications ... 38 C. Recommendations ... 38 REFERENCES ... 40 APPENDICES ... 42
xiii
LIST OF TABLES
Page
Table 1. Types of Schemes ………...………10
Table 2. Types of Tropes ………..………12
Table 3. Categorization Table ……….……….17
Table 4. Types of Schemes Data Analysis ….……….….18
Table 5. Types of Tropes Data Analysis ………...……….………18
Table 6. List of Schemes Types in Advertisement Headlines …...……...………27
xiv
LIST OF APPENDICES
Page Appendix 1. List Types of Schemes Found in Magazines ………43 Appendix 2. List Types of Tropes Found in Magazines ………...………44 Appendix 3. Samples of Advertisements ………..………46
1 CHAPTER I INTRODUCTION
This chapter discusses the background of the study. The background of the study provides information about the content of this study, why the researcher chooses the topic and brief pictures of what are discussed in this research. This section is presented in six parts, namely research background, research problems, problem limitation, research significance, and definition of terms.
A. Research Background
In this era, women are getting serious in concerning their look. People, especially women, are competing in showing their ability to look fabulous. They concern about their fashion, hairstyle, and even the cosmetics that they are going to use, to beautify their look (Kaur, Armugam, Yunus, 2013). They become more familiar with the beauty products because they need to choose the best products for their body. It is proven by many women who bring their beauty products wherever they go.
Getting close to the beauty products means that women have to know and find out the products that can match the most for their body. In order to find what the beauty products are, one of the ways is by seeing the advertisements about some cosmetics products that have been published in many kinds of media.
Advertisements, according to Arens (2006), are the persuasive information about the products that are being sold, which usually are paid by companies, organizations or institutions. They consider that the target audience is large number of people, not an individual. So, advertisements are non-personal mass
2 communications. Even though the communication process in advertisements is different from oral communication but basically it is derived from basic human communication process (Arens, 2006). He also adds that the target of readers of the advertisements are the large number of people whom the advertisers do not know. The message in the advertisements should be delivered clearly and effectively. Thus, the audience understand the advertisements once they read them. Also, the advertisements are presented in persuasive words, phrases, clauses or sentences, because the nature of advertisements is to persuade the target audience.
There are a lot of media that provide advertisements in their content. One of them is magazines. Magazines are the good examples of powerful media that regularly reach the vast number of women, (Kaur, Armugam, & Yunus, 2013). There are some types of magazines, namely female magazines, male magazines, automotive magazines, children magazines, beauty magazines, (Kaur, Armugam, & Yunus, 2013). In this study, the researcher only focused on the female magazines.
Female magazines are one kind of magazines that provide a lot of beauty products advertisements in their content. According to Kaur, Armugam & Yunus (2013), magazines provide the readers quite complete information such as the background of the products, the effectiveness of the products, feedback, testimonies, and reviews from the celebrities or women who have used the products, and its price. There are many advertisements that are provided in the magazines such as fashion products advertisements, service advertisements, also
beauty products advertisements. Beauty products advertisements can be more persuasive as they are a written type that are equipped with pictures and headlines.
According to Dahl (2007), headlines take the biggest portion of the advertisements. Sometimes, people only look at the advertisements based on their headlines. Besides, advertisement headlines usually take the second largest space after the visual image.
To make it more persuasive, the advertisers also use some rhetorical devices to make it more interesting when the readers read the advertisements. According to Corbett and Connors (1999), rhetorical devices are “generic term of any artful deviations from the ordinary mode of speaking or writing”. They also state that rhetorical devices are divided into two classifications, namely schemes and tropes. These features give a lot of roles to make the advertisement headlines become more interesting.
B. Research Questions
Considering the background presented in the previous part, the researcher formulated the problems in the form of questions as listed below.
1. What are the types of schemes found in the beauty advertisement headlines of Cosmopolitan magazines issued from May-October 2017?
2. What are the types of trope found in the beauty advertisement headlines of Cosmopolitan magazines issued from May-October 2017?
C. Problem Limitations
Rhetorical devices are the unique style of language that is used to persuade. Thus, this study only focused on two questions as formulated in the research problems. First, it is to find out the types of schemes that are used in the
4 beauty advertisement headlines found in Cosmopolitan magazines issued from May - October 2017. The researcher only collected the data from the magazines issued from May – October 2017 was because the data had met the redundancy. Furthermore, this research is done to find out the types of tropes that are used in the beauty advertisement headlines found in Cosmopolitan magazines issued from May – October 2017. Since the study was about finding out the types of rhetorical devices that are used in the advertisement headlines of Cosmopolitan magazines issued from May – October 2017, the researcher only focused on beauty product advertisements and ignored other advertisements. In addition, the researcher only focused on the advertisement headlines, so the researcher ignored other parts of advertisements (subheads, body copy, slogans, seals, logos, and signature).
D. Research Significance
This study is expected to give benefits for English Language Education study programs, lecturers and students of English Language Education Study Program who want to learn and understand more about the rhetorical devices. This study provides the theory of rhetorical devices and the examples of the data that were collected by the researcher as the results of this research. The lecturers could use it as a reference if they want to teach their students about rhetorical devices. Also, for students, they might use it as a reference if they are curious to learn about the rhetorical devices. Then, for the future researchers, they might use it as a reference for their further research.
E. Definition of Terms
This section is provided to avoid misconception or misunderstanding about the terms that are used in this study. The researcher gives some brief explanation of the terms as follows.
1. Rhetorical Devices
Rhetorical devices are “generic term of any artful deviations from the ordinary mode of speaking or writing.” (Solomon & Usher, 2004, p. 35). Rhetorical devices are used to persuade the audience in textual or verbal action. They are made to determine hot the construction of the real image is created (Edward; Nicoll; Solomon & Usher, 2004, p. 36). They also state that rhetorical devices are divided into two classifications, namely schemes and tropes.
Schemes, according to Corbett and Connors (1999), is formed by the changing of the spelling of the words, phrases or clauses. It deals with the arrangement of the text. It happens by adding or subtracting the letter(s) or syllable(s) in the beginning, middle or end of words, phrases or clauses, or by changing the sound of the letter(s) or syllable(s). While tropes, according to Corbett and Connors (1999), deals with the meaning of the text. Tropes create some deviation meaning on the semantic level to make it more dramatically and memorable for the audience.
So, rhetorical devices are purely used to persuade the audience and they are quite important in the language of advertisements. To make the advertisements memorable in the readers‟ mind depends on how smart the advertisers use the rhetorical devices.
6 2. Advertisement Headlines
Advertisement headlines are the part in advertisement that are made to show the strength of the products being advertised, printed in bigger letters, and usually in bold, or use the different types of fonts, (Corbett, 1999). Advertisement headlines are mostly the first thing people see in the advertisements besides the pictures. They are printed in bigger or bolder letters in order to make the readers get to look at them. The advertisers use the rhetoric language in it in order to make the readers look at it and it is hoped to be memorable. Not only using rhetoric in the advertisement headlines, but they also usually print the headlines in the catchy fonts, so the readers are interested in reading it.
3. Magazines
Magazines are one of the media that are published regularly. The contents of the magazine are essays, stories, poems, articles, recipes, horoscope, images, also advertisements. The word „magazine‟ is derived from Arabic „makhazin‟ that has a meaning a storehouse that provides a collection of facts and fictions, collected in one package, (scert.kerala.gov.in). Magazines have many classifications, based on the readers. There are female magazines, male magazines, children magazines, automotive magazines, home magazines, and beauty magazines.
4. Beauty Products
Beauty products are made from substances from natural and chemical ingredients to be consumed or used externally in order to clean, moisturize, and nourish human‟s body, especially skin (Brummer, 2006). Beauty products are used to beautify the appearance of the users. People also use beauty products to
get a better look. Beauty products can also be used to make the appearance become fresh.
8 CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter consists of two parts, namely theoretical description, and theoretical framework. In the theoretical description, the researcher reviews theories that represent the topic of the study. In the theoretical framework, the researcher reviews theories that are used to answer the research questions.
A. Theoretical Description
In the theoretical description, the researcher represents theories related to the topic of the study, namely magazines, advertisements, rhetorical devices, and the use of rhetorical devices in magazines.
1. Magazines
Magazines are one of the media that are published regularly. The contents of magazines are essays, stories, poems, articles, recipes, horoscope, images, also advertisements. The word „magazine‟ is derived from Arabic „makhazin‟ that has a meaning a storehouse, which provides a collection of facts and fictions, collected in one package (www.scert.kerala.gov.in). Magazines provide quite complete information since they are made from a packaging of many collections.
According to Arens (2006), magazines also usually provide much information for the readers. The magazine companies also need to package it in interesting ways, like the language they use in the magazines, also the blending of the colors, and how the magazines are ordered.
9 2. Advertisements
Advertisements, according to Arens (2006), are the persuasive information about the products that are being sold, which usually are paid by companies, organizations or institutions. They consider the target audience is the large number of people, not an individual (Arens, 2006). Thus, advertisements are non-personal mass communication. Even though the communication process in advertisements is different from oral communication but basically it is derived from basic human communication process (Arens, 2006).
According to Goddard (2003), the subjects of advertisements are the large number of people who the advertisers do not know. The messages in the advertisements should be delivered clearly and effectively. Thus, the audience understands the advertisements once they read them. Also, the advertisements should be persuasive, because the nature of advertisements are to persuade (Arens, 2006).
3. Rhetorical Devices
Rhetoric is defined as the art of persuasive discourse, where discourse could be spoken or written, (Cockroft & Cockroft, 2014). They also state that rhetoric is the ability to deliver the meaning of persuasion in whatever fields (Cockroft & Cockroft, 2014). Rhetoric is the way of how people could persuade audience with a persuasive action, spoken or written. According to Edward, as cited in Solomon & Usher (2004), rhetorical devices are used to persuade the audience in textual or verbal action. They are made to determine how the construction of the real image is created.
10 According to Brooks & Warren (1958), rhetoric might be defined as the effectiveness of using the language. Corbett and Connors (1999), state that rhetorical devices or they call them as figures of speech, are “generic term of any artful deviations from the ordinary mode of speaking or writing.” (pp. 377-379)
Corbett & Connors (1999), that were supported by Brook & Warren (1958) and Cockroft and Cockroft (2014), have categorized the rhetorical devices into schemes and tropes. According to Cockroft and Cockroft (2014), schemes refer to the words arrangement or structure. It is supporting Corbett and Connors (1999) theory which states that schemes deal with the arrangement of the words while tropes deal with the meaning of the words. Below are the classifications of types of schemes and tropes. According to Corbett and Connors (1999), there are 25 types of schemes and 17 types of tropes.
a. Schemes
Schemes involve changes in the spelling or sound of words. Schemes are formed by adding or subtracting a letter or a syllable at the beginning, middle or the end of a word, or also exchanging the sound of the words (Corbett & Connors, 1999). There are 27 types of schemes shown as follows.
Table 1. Types of Schemes (Corbett and Connors, 1999 p. 377-380)
No Schemes Explanation
1 Prothesis Adding a syllable in front of a word.
2 Epenthesis Adding a syllable in the middle of the word. 3 Proparalepsis Adding syllable at the end of a word.
4 Aphaeresis Subtracting a syllable from the beginning of a word. 5 Syncope Subtracting syllable form the middle of a word. 6 Apocope Subtracting a syllable from the end of a word.
11
No Schemes Explanation
7 Metathesis The transposition of letters in a word. 8 Antisthecon The changes of the sound of the word(s).
9 Parallelism The similarity of structure in a pair or series of words, phrases, or clauses.
10 Isocolon The similarity not only of structure but of length.
11 Antithesis The juxtaposition of contrasting ideas, often in parallel structure.
12 Anastrophe The inversion of the natural or usual word order.
13 Parenthesis The insertion of some verbal unit in a position that interrupts the normal syntactical flow of the sentence.
14 Apposition Placing the side two coordinate elements, the first is the modification and the second is the explanation.
15 Ellipsis The deliberate omission of words readily implied by the context.
16 Asyndeton Deliberating omission of conjunctions between a series. 17 Polysyndeton Deliberating use of many conjunctions.
18 Alliteration The repetition of initial or medial consonants in two or more adjacent words.
19 Assonance The repetition of similar vowel forms and followed by different consonants in the stressed syllables of adjacent words.
20 Anaphora The repetition of the same word or group of words at the beginning of the clause.
21 Epistrophe The repetition of the same words or group of words at the end of the clause.
22 Epanalepsis The repetition at the end of the clause occurred at the beginning of the clause.
23 Anadiplosis The repetition of the last word of one clause at the beginning of the following clause.
24 Climax The arrangement of words, phrases, or clauses in an order of increasing importance.
25 Antimetabole The repetition of the words, in a successive clause, in reverse grammatical order.
12
No Schemes Explanation
26 Chiasmus The reversal of grammatical structure in clause (but not in the repetition of words.
27 Polyptoton The repetition of words derived from the same root.
Those are the 27 types of schemes in the fourth edition of Corbett and Connors (1999) books.
b. Tropes
Tropes are the type of rhetorical devices that deal with the meaning of the words (Corbett and Connors, 1999). Tropes create some deviation on the semantic level. Tropes are usually used in making a poem, because tropes have to deal with the meaning. There are 17 types of tropes as follows.
Table 2. Types of Tropes (Corbett and Connors (1999) p. 385 – 389)
No Tropes Explanation
1 Metaphor An implication of the comparison between two things of unlike nature.
2 Simile An explicit comparison between two things of unlike nature. 3 Synecdoche A figure of speech in which a part stands for the whole.
4 Metonymy A substitution of some attributive or suggestive word for what is actually meant.
5 Antanaclasis A repetition of a word in two different in meaning. 6 Paronomasis The use of words alike in sound but different in meaning.
7 Syllepsis The use of a word understood differently in relation two or more other words, which it modifies or governs.
8 Anthimeria The substitution of one part of speech for another.
9 Periphrasis The substitution of a descriptive word or phrase for a proper name or of a proper name for a quality associated with the name.
13
No Tropes Explanation
10 Personification An investing abstraction for inanimate objects with human qualities or abilities.
11 Hyperbole The use of exaggerated terms for the purpose of emphasis or heightened effect.
12 Litotes Deliberating the use of understatement. 13 Rhetorical
Question
Asking a question, not for the purpose to be answered, but for the purpose of asserting something obliquely.
14 Irony The use of a word in such a way as to convey a meaning opposite to the literal meaning of the word.
15 Onomatopoeia The use of words whose sound echoes the sense.
16 Oxymoron The yoking of two terms which are ordinarily contradictory. 17 Paradox An apparently contradictory statement that nevertheless
contains a measure of truth.
Those are the 17 types of tropes in the fourth edition of Corbett and Connors (1999) books.
4. The Use of Rhetorical Devices in Advertisement
The use of rhetorical devices in advertisements is not an easy work. The advertisers need to get trust from the audience and engage their emotions, to make the advertisements more receptive (Cockroft and Cockroft, 2004. p. 45).
According to Spurgin (1989), the advertisers also need to think about the issue about which content they write. They need to keep thinking about the image of the intended and potential readers. The advertisers also need to take into account both what the readers are likely to know and not to know about the subjects, and what biases and misconceptions they are likely to harbor about the subjects.
14 B. Theoretical Framework
The major literature used in this study were rhetorical devices theories. It was the guideline for the researcher to analyze the data. Theory from Corbett and Connors (1999) was used to answer both of the research questions. The researcher used the theory to answer all the research questions because the answer of both of the research questions can be answered by this theory. Then, this theory is relevant with the topic discussed in this research, which is rhetorical devices. This theory is the fourth edition by Corbett about rhetorical devices. This edition provides more complete and varying types of rhetorical devices that the researcher thinks might be interesting to find all of the types that are provided by Corbett in this fourth edition. Also, the researcher avoids some overlapping between two or more theories.
Based on the theory of Corbett and Connors (1999), there are 27 types of schemes and 17 types of tropes. The researcher analyzed the headlines of the advertisements and categorized them by the sounds, positions, spellings, also meanings of the expressions shown in the advertisement headlines. In categorizing the types of schemes, the researcher focused on the the sounds, spellings, structures, and positions of the words, phrases or clauses of the expression of the headlines because schemes deal with the arrangements of the words, phrases or clauses. While in tropes, the researcher focused on the semantic level of the words, phrases or clauses. Since tropes deal with the meaning and the semantic level, the researcher categorized those headlines into types of tropes by the meaning of the whole expressions.
15 CHAPTER III
RESEARCH METHODOLOGY
This chapter provides information about the method of how the data is gathered to accomplish the research. The method is used to gather the data and to answer the research questions. Those research questions were answered by research methodology which is consisted of four parts, namely research method, type and source of the data, data gathering technique, and data analysis technique. A. Research Method
This research was categorized as a qualitative research. A qualitative research is a kind of studies which observe the relationship, activities, situations, or materials‟ quality (Frankel and Wallen, 2008). Moreover, in a qualitative research, the data that have been collected are in the form of description rather than statistical or numerical data. In a qualitative research, the researcher tended to analyze the data inductively. The researcher usually does not develop the hypothesis before conducting the research and test it during the research.
This research is considered as content or document analysis. According to Ary, et al., 2010), content or document analysis is a research method that is applied in written or visuals material. The materials that are analyzed can be textbooks, newspapers, web pages, speeches, television programs, advertisements, musical compositions, or any of a host of other types of documents (Ary, et al., 2010). In this research, the researcher analyzed advertisement as the material of the data source.
16 The researcher employed linguistic analysis to analyze the data. Linguistic analysis is the analysis on the level of linguistic use of the component of expression to distinguish the most prominent linguistic devices (Romanenko, 2014). Since this research only analyze the types of rhetorical devices in advertisement headlines, linguistic analysis was used to analyze the data.
B. Type and Source of Data
The researcher used advertisements in magazines for the data source. The researcher analyzed the expression in the beauty advertisement headlines in the magazines. Cosmopolitan magazines were chosen since these magazines provide many cosmetic advertisements, and also easy to be found. These magazines have also been published in many countries, and the researcher chose Cosmopolitan magazines that were published in the United States of America.
Cosmopolitan magazines are the international lifestyle magazine for female. It is published since 1886 in United States of America as a family magazine. Since 1965, it became female magazines and published by Hearst Corporation. Cosmopolitan magazines have been distributed over 110 countries and printed in 35 languages.
The researcher chose Cosmopolitan magazines issued in May-September 2017 because this research started in August and at that time the researcher directly looked for the source of the data. The researcher used Cosmopolitan magazines in electronic version by download it. So, the data was reliable enough to be reported.
C. Research Instrument and Data Gathering Technique
Table was used in this research as the main instrument in observing the data analysis to be categorized in each types of rhetorical devices. In this research, the researcher did 4 steps. Firstly, after the researcher formulated the research problems, studies and theories were found to support this research. Then, the researcher looked for the data source. Advertisement headlines were the main data source in this research where magazines as the media.
The nature of the source is in the form of expressions rather than text. The researcher looked for the advertisements from the magazine issued in May and continued to the next month until October. After getting the data source, the researcher collected them in the table. In gathering the data, the researcher made a table to collect the data gathering, before being analyzed.
D. Data Analysis Technique
After gathering the data on the table, the researcher directly categorized the advertisement headlines by the theory of Corbett and Connors (1999, 4th ed). This table is the instrument for the researcher to categorize the data gathering. Below is the example of the data analysis table.
Table 3. Categorization Table
No Advertisement Headline
Brand/Product Issues Types of Rhetorical
Devices 1
18 After gathering the data, the researcher analyzed the advertisement headlines by the theory of Corbett and Connors (1999, 4th ed). The researcher categorized them by looking at the structure of the expression shown in the advertisement headlines, the sound of each words of the expression shown in the advertisement headlines, and also the meaning of the expression shown in the advertisement headlines. The next step that the researcher did after categorizing the data is splitting the data analysis into two tables to differentiate between the types of Schemes and the types of Tropes.
Table 4. Types of Schemes data analysis
No Advertisement Headline Brand/Product Issues Types of schemes 1 Real-skin flawless
Real protection
Estee Lauder September 2017
Assonance
2 Subtle color Not-so-subtle lips
Chap Stick September 2017
This table was the example of the type of schemes of the advertisement headlines. It is used as the instrument for the researcher to conduct the discussion. Below is the table for grouping the types of tropes in the advertisement headlines.
Table 5. Types of Trope data analysis
No Advertisement Headline Brand/Product Issues Types of trope 1 Paint Yourself Metallic Loreal Paris September
2017 2 So much more than a
makeup remover
Olay September
This table was the example of the type of tropes that were found in the advertisement headlines. This table helped the researcher to conduct the discussion in the Chapter IV.
20 CHAPTER IV
RESEARCH RESULTS AND DISCUSSION
This chapter presents the result of the research that had been analyzed by the researcher based on the methodology. The first research question is finding out what the types of schemes are found in the beauty advertisement headlines of Cosmopolitan Magazines issued from May - October 2017. The second research question is aimed to find out what the types of trope are found in the beauty advertisement headlines. The data used to answer those questions are collected from 70 beauty advertisement headlines in Cosmopolitan magazines. However, there are only 56 of them that use as rhetorical devices.
A. Types of Schemes Found in Advertisement Headlines
In order to analyze the data, the researcher used a theory by Corbett and Connors (1999). After analyzing the expression that is shown in the advertisement headlines, there were 9 types of schemes that were found in the advertisement headlines in the magazines. They were Epistrophe, Antithesis, Proparalepsis, Parallelism, Assonance, Anaphora, Antisthecon, Alliteration, and Isocolon.
1. Epistrophe
The first type of schemes that was found in the beauty advertisement headlines was epistrophe. Epistrophe is one of the rhetorical devices which is formed by the repetition of a word or group of words at the end of the clause (Corbett and Connors, 1999). The researcher only found this type in one headline.
Advertisement headline [1] was classified into epistrophe because the end of the word of the clause was the same, which is it. The position of the word it in the first clause and in the second clause is the same. It is obviously seen that advertisement headline [1] was categorized into epistrophe.
2. Antithesis
The second type of schemes that was found in the beauty advertisement headlines was antithesis. According to Corbett and Connors (1999), antithesis is formed by the construction of two different ideas, often in parallel structure. The researcher concluded that antithesis is a rhetorical device which is formed when the clause consists of the words that are antonymous to each other.
In the magazines, the researcher found three headlines which used antithesis. Those headlines were as follows.
[2] visible results, invisible feel (Olay, App. 1, No. 2)
[3] subtle colours; not-so-subtle lips (Chapstick, Tb.5, No. 12)
[4] Removes even the toughest makeup for soft and smooth skin. (POND‟S, Tb.5, No. 20)
In the headline [2], the researcher found two words that had different ideas. They were visible and invisible. The reason why the researcher categorized the headline [2] as antithesis is because the word visible is the antonym of the word invisible. It is in line with the theory by Corbett and Connors (1999), “antithesis is formed by the juxtaposition of the contrasting idea”. Also, headline [3] was seen by the researcher as the contrasting ideas. The reason is because the meaning of the word subtle was contrasted with the meaning of the word not-so-Subtle. It also happened in the headline [4], there were three words that have
contrasting ideas. The word toughest have a contrasting meaning with soft and smooth, while soft and smooth have the same meaning.
3. Proparalepsis
The third type of schemes that was found in the Cosmopolitan magazines issued from May 2017 – October 2017 was proparalepsis. It is formed by the addition at the end of the word without changing the meaning (Corbett and Connors, 1999). There was only one headline found in the magazine issued in May 2017.
[5] Voluminous (Loreal Paris, App. 1, No. 2)
The word voluminous comes from the word volume. The advertisers added the end of the word with -inous that will change the part of speech, from noun become adjective, without changing the meaning.
4. Parallelism
The next type of schemes that was found in the magazines was parallelism. This type of schemes will be formed when there are two or more words that have the same part of speech or structure. The researcher found 3 headlines that used parallelism. Those headlines were as follows.
[6] style. repair. repeat. (TRESemme, App. 1, No. 4)
[7] c‟mon. get long, get strong. (Not Your Mothers, App. 1, No. 13) [8] instant. painless. flawless. (FLAWLESS, App. 1. No. 14
Parallelism happened in the repetition of the same part of speech in those three headline examples. Not only happened in the part of speech, but parallelism also happened in the repetition of the same suffix as in headline [6] and prefix as in headline [8]. The parallelism also happened in the structure of the clause as in
the headline [7]. In the headline [6], it is categorized into parallelism because the word style, repair and repeat have the same part of speech, which is verb. Also, the second and the third word showed parallelism in the way they use the suffix re-. Then, in headline [7], the parallelism happened in the part of speech of the word long and strong and the structure of the phrases get long. and get strong.. The part of speech of the word long and strong is verb. The phrases get long and get strong is the same. They are begun with the word get and followed by the verbs. Last, the headline [8] showed the parallelism in the part of speech and also the structure of them. The word instant, painless, and flawless are adjective. Also, the second and the third word, painless and flawless used the prefix-less.
5. Assonance
According to Corbett and Connors (1999), assonance is formed by the repetition of the same vowels, followed by different consonants in the stressed syllables of the adjacent words. The next type of schemes that was found was assonance. From the data analysis, there were four headlines that used assonance. They were as follows.
[9] peace. Love. And pores to dye for. (Biore, App. 1, No. 10) [10] lock in moisture with a touch of lotion (Sofsoap, App. 1, No. 5) [11] elevate moisture. Enhance skin. (OLAY, App. 1, No. 16) [12] glow creator. Spot corrector. (CLINIQUE, App. 1, No. 17)
Assonance of the sound /ɔ:/ happened once in the example of the headline, which is headline [9]. The headline [9] had the same vowels and followed by different consonants. The same vowel happened in the second letter of the word
pores and for. The word pores is read /pɔ:r/ and for is pronounced /fɔ:r/. Those words had the same vowels, which is /ɔ:/.
Assonance of the sound vowel /ə/ happened twice in the example of the headlines, which are in headline [10] and [12]. In the headline [10], the word moisture is read /’mɔɪs.tʃər/ and the word lotion is read /ləʊ.ʃən/. The same sound of the vowel is shown in the underline in the phonetic transcription. Those sound of vowel which is /ə/ and was followed by different consonants.
Assonance of the sound /ɪ/ happened once in the example of the headline, which is headline [11]. In the headline [11], the word moisture is pronounced /’mɔɪs.tʃər/ and the word skin is pronounced /skɪn/. The same vowel /ɪ/ was found in the headline [11]. It is shown with underline in the phonetic transcription.
While in the headline [12], where the same vowel was /ə/, found in the word creator which is pronounced /kri.eɪtər/ and corrector which is pronounced /kə’rektər/. The same vowel is shown with underline in the phonetic transcription. So, those headlines were classified into assonance because they have the same sound of the vowels followed by different consonants and stress syllables.
6. Alliteration
According to Corbett and Connors (1999), alliteration is formed by the repetition of the initial or medial consonants in two or more adjacent words. This rhetorical device was also found by the researcher in the beauty advertisement headlines in Cosmopolitan. There were three headlines that used alliteration in the advertisement headlines.
[13] crazy for coconut (Herbal Essence. App. 1, No. 9)
Alliterarion of the sound /k/ happened once in the example of the headlines above, which is headline [13]. It is seen from the headline [13] about the repetition of its consonant. The words crazy /’kreɪ.zi/ and coconut /‟kəʊ.kə.nʌt/ have the same consonant which is /k/ sound. Although those words use the letter c, but it sounds /k/ The same sound of the consonant is shown with underline in the phonetic transcription.
Also, alliteration of sound /s/ happened once in the example of the headlines, which is headline [14]. In the headline [14], the repetition of the consonant was from the /s/ sound from the word smooth /smu:ð/ and straight /streɪt/. The same sound of the consonant is shown with underline in both of the phonetic transcription of the word smooth and straight.
7. Anaphora
The next rhetorical device that was found was anaphora. Anaphora is formed by the repetition of the same word or group of words at the beginning of the clause (Corbett and Connors, 1999). There were seven headlines found which use anaphora. The examples were as follows.
[15] live kind. Live beautiful. (Live clean, App. 1, No. 6)
[16] drop the dyer. Goodbye hot damage. Goodbye frizz. (Loreal Paris, App. 1, No. 8)
[17] real skin flawless. Real protection. (ESTEE Lauder, App. 1, No. 15)
In this research, the term anaphora is defined differently with another research. According to Corbett and Connors (1999), anaphora is formed by the repetition of the same word or group of words at the beginning of the word. Since this research used theory by Corbett and Connors, so the researcher analyzed the
headlines that are categorized in anaphora is only happened when there is the same word at the beginning of the clause.
Anaphora happened in the first and second clause happened twice in the example of the headline [16] and [17]. In the headline [15], the word live in the first clause, live kind, was repeated in the second clause, live beautiful. While in the headline [17], the repetition word happened in the word real. It happened in the first clause, real skin flawless and in the second clause of the headline, real protection.
However, anaphora also happened in the second and third clause in the headline as shown in the example of the headline [16]. In the headline [16], the repetition of the beginning of the word happened in the second and third clause. The word goodbye in the second clause, goodbye hot damage, was repeated in the third clause, goodbye frizz.
8. Antisthecon
According to Corbett and Connors (1999), antisthecon is formed by the changes of the sound to create rhyme or rhythm of a line. In this research, the researcher found one headline that used antisthecon.
[18] when you've tried everything to get rid of your adult acne, do things differin. (DIFFERIN, App. 1, No. 18)
From the example above, the word differin was similar to the word different. The transcription of the word different is /'dɪf.ərənt/, as defined in Cambridge Advanced Learner Dictionary. It was almost the same with the word differin /’dɪf.ərən/. Seeing the context of the headline, the word differin was used to replace the word different.
9. Isocolon
The last type of schemes that was found in the beauty advertisement headlines in Cosmopolitan magazines was isocolon. Isocolon is one of the types of rhetorical devices that are formed by the similarity not only of structure but of length (Corbett & Connors, 1999). The researcher found one headline which used this type in the Cosmopolitan magazine issued in October 2017.
[20] glow creator. Spot corrector. (CLINIQUE, App. 1, No. 17)
Based on the example, it was seen that the length of those two clauses was the same. From the expression glow creator, the researcher found 4 syllables. In the expression spot corrector, the researcher also found 4 syllables. Also, the structure was the same. The first clause is a noun phrase. The word glow is a noun and the word creator is also a noun. Then, the second clause is also a noun phrase. The word spot is a noun and the word corrector is also a noun. Besides, both of those clauses used the same structure in the last word, creator and corrector. The advertiser tended to use the word creator with the ending sound /-tə:r/ and was also applied in the last word of the second clause corrector /-tə:r/. That was thy that example of the headline was categorized into types of isocolon.
Table 6. List of Schemes types in advertisement headline
No Types of Schemes Frequency Sum Percentage 1 Anaphora 8 32% 2 Assonance 4 16% 3 Antithesis 3 12%
No Types of Schemes Frequency Sum Percentage 4 Parallelism 3 12% 5 Alliteration 3 12% 6 Epistrophe 1 4% 7 Proparalepsis 1 4% 8 Antisthecon 1 4% 9 Isocolon 1 4%
The table above shows the frequencies of types of schemes that have been found in the research. There were products that used two schemes in one headline. The type of schemes that was used the most was anaphora. It is shown in the table that the percentage of anaphora is the highest, which is 32%.
B. Types of Trope Found in Advertisement Headline
In order to answer the second research question, the researcher also used the theory from Corbett and Connors (1999). Based on the theory, the researcher found 35 headlines that used types of trope in their advertisement. There are 8 types of tropes used in the beauty advertisement headlines of Cosmopolitan magazines, namely Personification, Hyperbole, Paranomasis, Rhetorical Question, Metaphor, Periphrasis, Irony, and Syllepsis.
1. Personification
Personification, according to Corbett and Connors (1999), is an investing abstraction for inanimate objects with human qualities or abilities. It means that human considers the inanimate thing as a human being. In this research, the
researcher found 8 advertisement headlines of personification in the Cosmopolitan magazines. Below are some examples of personification found in the magazines.
[1] our purest. Gentlest respect for your colour ever. (Loreal Paris, App. 2, No. 10)
[2] got a hot minute. Your pores will thank you. (Biore, App. 2, No. 34) [3] take your lashes to paradise! (Loreal Paris, App. 2, No. 27)
In the example [1], our purest. gentlest respect for your color ever, the word respect in the headline was expressed for the color of the skin. Meanwhile, the word respect was usually shown to express our honor or admiration towards people, as defined in Cambridge Advanced Learner Dictionary. In this case, the word respect was shown to express the admiration of the skin color. That was the reason why the researcher categorized it in the personification.
Then, in the example [2], it was obviously seen that it was categorized into personification. The expression your pores will thank you really considered the pores as a human being. Because the one that could only thank is a human being or animate object. The headline [3] was categorized into personification because the word lashes was reputed as a human being because it said take your lashes to paradise. As defined in Merriam Webster Dictionary, paradise indicates a place that is used as a transition place for people who have passed away who had done a good attitude in their life. However, the advertisers used the word lashes (noun) like it was a human being. So, that was why this headline was categorized into personification.
2. Hyperbole
The second type of trope that was found in the magazines was hyperbole. According to Corbett and Connors (1999), hyperbole is the use of exaggerated terms for the purpose of emphasis the unique of the products. The researcher found seven headlines using hyperbole in the magazines. The examples were as follows.
[4] unstoppable volume (Rimmel, App. 2, No. 2)
[5] an amazing mingle of oil and scrub. (St. Ives, App. 2, No. 2) [6] so much more than a makeup remover. (Olay, App. 2, No. 26)
In the headline [4], the word that makes this headline is classified into hyperbole was unstoppable. This is from the mascara advertisement headline. From this advertisement, the meaning of the headline was the long-lasting mascara and made the eyelashes have more volume than before. While in the headline [5], the researcher found the word amazing was exaggerating the clause of the headlines. The word amazing, as defined in Advanced Learner Dictionary, means extremely surprising. The word amazing itself has exaggerated meaning. In the headline [6], the clause so much more than a makeup remover means that their product has better ability to remove the makeup. Then, the advertiser wrapped the headline more interesting by using hyperbole and it said that it was much more than a makeup remover.
3. Paranomasis
The next type of trope that was found in the magazines was paranomasis. Paranomasis is the use of words alike in sound but has a different meaning
(Corbett and Connors, 1999). In this research, the researcher found one headline using paranomasis. It was issued in May 2017.
[7] pow! De-aging for the impatient. (CLINIQUE, App. 2, No. 4)
From the headline [7], there were two words that had sound alike but had a different meaning. Those words were de- and the. It is read /di:/ and /ði:/. Those words have similar sound but not exactly the same. However, those words have different meaning. The word the is a determiner and it could be referred to the things that have already been mentioned before, while de- is the prefix and has a meaning to remove or to reduce something.
4. Rhetorical Questions
According to Corbett and Connors (1999), a rhetorical question is about asking a question but not for the purpose to be answered, but for the purpose of asserting something obliquely. In this research, there were six headlines which use rhetorical questions. The examples were as follows.
[8] DNA or OLAY? (Olay, App. 2, No. 11)
[9] sensuous or strong? Both, please. (Maybelline, App. 2, No. 19)
The headline [8] and [9] were categorized in rhetorical questions because both of them were questioning without needing to be answered. The function of the questioning, as mentioned by Corbett and Connors (1999), is to assert something obliquely. The questions did not need to be answered because they were confidently shown that those products were the answer to the questions.
5. Metaphors
According to Corbett and Connors (1999), a metaphor is an implication of the comparison between two things of unlike nature. In this research, the researcher could find seven headlines used metaphor in their advertisement headlines. The examples were as follows.
[10] now your skin can light up the room. (Aveeno, App. 2, No. 6) [11] fuel it. Because strong is beautiful. (PANTENE, App. 2, No. 8) [12] baking soda fizz! (Biore, App. 2, No. 14)
In the headline [10], the advertiser compared the skin with the lamp or the light. The next word modified it. It said now your skin can light up the room. The advertiser showed to the reader that the effect of the product might make the skin brighter. Then, the skin was compared to the lamp that could light up the room.
In the headline [11], the product was compared to the fuel. As defined in Cambridge Advanced Learner Dictionary, fuel means a substance that is usually used as a power. In this case, the advertiser used the word fuel to show that the product had a good power to strengthen the hair.
Last, in the headline [12], the advertiser compared the product to the baking soda. Because it is the product of shampoo. It use the word baking soda so that if people use their shampoo, they will have fizzy hair. It was because of the expression of the advertiser that the product could make the hair fizzy.
6. Periphrasis
The next type of trope that was found in this research was periphrasis. According to Corbett and Connors (1999), periphrasis is the substitution of a
descriptive word or phrase for a proper name or of a proper name for a quality associated with the name. In this research, the researcher found two headlines that used periphrasis in their advertisement headline. The examples were as follows.
[13] discover caress with floral fusion oil. (Caress, App. 2, No. 9)
[14] when you've tried everything to get rid of your adult acne, do things differin. (DIFFERIN, App. 2, No. 36)
The word caress in the headline [13] substitutes the name of the brand of the product which substitute the word care. It was qualified with the theory of Corbett and Connors (1999) about periphrasis. Periphrasis is a substitution of a descriptive word or phrase for a proper name or of a proper name for a quality associated with the name. In this case, it substituted the descriptive with the name of the product to make it more interesting and easy to be recalled. The example [14] also substituted the descriptive word for the proper name of the product. The word differin is the name of the product and it substituted the word different.
7. Irony
According to Corbett and Connors (1999), irony is the use of a word in such a way as to convey a meaning opposite to the literal meaning of the word. It means that irony shows the opposite meaning of the real meaning of a something. In this research, the researcher found one headline which used this type of trope.
[14] got a hot minute? Your pores will thank you. (Biore, App. 2, No. 34)
In this case, it was categorized into irony because it did not show the real meaning instead of the opposite meaning. In this headline, the advertiser hoped the reader to understand that the other product will clean the pores in a hot minute.
Meanwhile, the real meaning of the headline was to tell the reader that the product was the fastest product that could clean the skin instead of the other products.
8. Syllepsis
According to Corbett and Connors (1999), syllepsis is "the use of word understood differently in relation to two or more other words, which it modifies or governs" (p. 396). In this research, the researcher found one headline that used syllepsis in the beauty product advertisement headline issued in August 2017. The headline was as follows.
[15] Summer rescue (Pantene, App. 2, No. 22)
Based on the example above, the word summer rescue was understood in different terms. There were familiar words such as animal rescue and fire rescue that indicate the team that will do a rescue. In this case, the advertiser seemed to say to the target audience that the rescue team of the summer is their products.
Table 7. List of Trope types in advertisement headline
No Types of Trope Frequency Sum Percentage 1 Personification 9 25.7% 2 Hyperbole 7 20% 3 Metaphors 7 20% 4 Rhetorical Questions 6 17.1% 5 Periphrasis 2 5.7% 6 Irony 2 5.7% 7 Paranomasis 1 2.9% 8 Syllepsis 1 2.9%
The table shows the frequencies of types of tropes that were found in the research. There are 35 headlines that used Trope in their advertisements. There is also one headline that used two types of tropes. Then, there is one headline that used the type of trope and type of schemes.
As time goes by, the companies are competing in showing their products. The advertisers need to be more creative in making the advertisements in order to take readers‟ attention. The results of this research have shown that many advertisements are still using rhetorical devices in their headlines and becoming more creative in making it.
36 BAB V
CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS
This part is the last chapter in this research. This chapter provides three subtopics, they are conclusions, implications, and recommendations. In conclusions part, the researcher presents the conclusion of the analysis in this research. In implications part, the researcher discusses the implications of the results of this research. Then, in recommendations part, the researcher presents some recommendations which might be useful for the further researchers with the same topic of research.
A. Conclusions
Based on those findings, the researcher arrived at the conclusion that the companies of beauty products are getting serious in making the advertisement for their products being sold. It is proven by there are many headlines using rhetorical devices to make the advertisement more interesting and memorable for the audiences.
In order to answer the first research question, the researcher analyzed the data collection according to Corbett and Connors (1999) theory. Since the first research question is aimed to find out types of schemes, which deal with the arrangement of the words, phrases or clauses in the advertisement headlines, the researcher found that there are 25 headlines using schemes. Along with those 25 headlines using schemes, there were 9 types of schemes that were found in the beauty advertisement headlines in Cosmopolitan magazines issued from May– October 2017. They were Epistrophe, Antithesis, Proparalepsis, Parallelism,
