View
220
Download
0
Category
Preview:
Citation preview
THE USE OF RHETORICAL FIGURES IN ADIDAS ADVERTISEMENTS
FOUND IN FACEBOOK STATUS UPDATES
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements
to Obtain the Sarjana Pendidikan Degree in English Language Education
By
Gustav Viko Radityatama
Student Number: 131214090
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
2017
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
i
THE USE OF RHETORICAL FIGURES IN ADIDAS ADVERTISEMENTS
FOUND IN FACEBOOK STATUS UPDATES
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements
to Obtain the Sarjana Pendidikan Degree in English Language Education
By
Gustav Viko Radityatama
Student Number: 131214090
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY YOGYAKARTA
2017
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
vi
ABSTRACT
Radityatama, Gustav Viko. (2017). The Use of Rhetorical Figures in Adidas Advertisements Found in Facebook Status Updates. Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.
Nowadays, advertising industry is growing rapidly. There are many
companies that have already used digital advertising, such as social media. One of the social media that is very efficient in promoting products is Facebook. Facebook can display advertisements based on visitors likes, ages, genders, and any other information.
There are many strategies that can be used to persuade the readers as consumers to buy the product that is advertised. One of the strategies is by considering linguistic aspect. In the linguistic aspect, advertisers often use rhetorical figures in order to make persuasive effects. The researcher was interested in analyzing the types of figures that were used by the Adidas Originals company in advertisements that were uploaded on their Facebook status updates.
In this research, there were two research questions. The first research question is which schemes of rhetorical figures are used in Adidas Facebook status updates? The second research question is which tropes of rhetorical figures are used in Adidas Facebook status updates?
The researcher used the qualitative method. To analyze the data, the researcher used analisis wacana or discourse analysis technique. The researcher used the advertisements that were uploaded on Facebook by Adidas Originals as the main data. There were 43 statuses uploaded by Adidas Originals’ Facebook account. Those data were taken from the statuses uploaded from February 2017 until June 2017, which meant that these data were the recent data. To analyze the data, the researcher used 11 rhetorical figures from Vaičenonienė’s research. In promoting their products on Facebook, Adidas Originals used 8 from 11 rhetorical figures. Those 8 figures were repetition of sounds, syllables and keywords, synonymy, ellipsis, puns, wordplay, personification, simile, and overstatement. Besides, the researcher also concluded that there were some possible reasons why the rhetorical figures were used by Adidas Originals company in its advertisements that were uploaded on Facebook.
Keywords: rhetorical figures, Facebook, advertising, Adidas Originals
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
vii
ABSTRAK
Radityatama, Gustav Viko. (2017). The Use of Rhetorical Figures in Adidas Advertisements Found in Facebook Status Updates. Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.
Saat ini iklan sangat berkembang dengan pesat. Banyak perusahaan yang
sudah menggunakan iklan digital diantaranya media sosial. Salah satu media sosial yang sangat efisien dalam mempromosikan produk adalah Facebook. Facebook dapat menampilkan iklan berdasarkan apa yang pengunjung suka, berapa usia pengunjung, apakah pria atau wanita dan berbagai info lainnya.
Banyak strategi yang dapat digunakan untuk membujuk pembaca sebagai konsumen untuk membeli produk yang diiklankan, salah satunya dengan mempertimbangkan aspek linguistik. Pada aspek linguistik, pengiklan biasanya mengunakan figur retorika untuk mendapatkan efek persuasif. Peneliti tertarik untuk menganalisa jenis figur yang digunakan oleh perusahaan Adidas Originals dalam iklan yang ada di dalam unggahan status Facebook perusahaan tersebut.
Dalam penelitian ini, ada dua pertanyaan yang akan dijawab. Pertama, jenis schemes dari figur retorika apa saja yang digunakan Adidas Originals dalam iklan yang ada di dalam unggahan status Facebook perusahaan tersebut. Kedua, jenis tropes dari figur retorika apa saja yang digunakan Adidas Originals yang ada di dalam unggahan status Facebook.
Jenis penelitian ini adalah kualitatif. Dalam menganalisa data yang tersedia, peneliti menggunakan teknik analisis wacana atau discourse analysis. Peneliti menggunakan unggahan status Facebook dari perusahaan Adidas Originals sebagai data utamanya. Terdapat 43 status yang diunggah oleh akun Facebook Adidas Originals. Data yang diambil adalah status yang di unggah pada Februari sampai dengan Juni 2017, yang berarti data ini dapat dinyatakan sebagai data paling baru. Dalam menganalisa data, peneliti menggunakan 11 figur retorika dari penelitian Vaičenonienė. Dalam mempromosikan produknya di Facebook, ditemukan bahwa Adidas Originals menggunakan 8 dari 11 figur yang ada. Figur yang ditemukan tersebut antara lain, repetition of sounds, syllables and keywords, synonymy, ellipsis, puns, wordplay, personification, simile, overstatement. Selain itu, peneliti juga menyimpulkan beberapa kemungkinan alasan penggunaan figur retorika pada iklan yang digunakan perusahaan Adidas Originals di unggahan status Facebook mereka.
Kata Kunci: rhetorical figures, Facebook, advertising, Adidas Originals
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
viii
ACKNOWLEDGEMENTS
First of all, I would like to thank Jesus Christ, The Almighty One, for
blessing and guiding me to finish this research. His endless blessing always
strengthens and encourages me. He always guides me in my struggle time.
I would like to express many thanks for the solutions, patience, care, and
guidance so that I could finish my research to my research advisor, Truly
Almendo Pasaribu S.S., M.A. I also thank all of the English Language Education
Study Program lecturers, especially my academic advisor, Ouda Teda Ena S.Pd.,
M.Pd., Ed.D. , for teaching me throughout these years.
I dedicate my research to my family, my parents, Bapak Budi Hartono
and Ibu Maria Amrijati, my beloved little sister, Maria Sekar, my grandpa,
grandma, aunts, uncles, and cousins. I thank them for their forever love, support,
motivation, patience, care, and prayer. There is nothing which can replace them in
my life.
Last but not least, I would like to thank all of my friends in PBI. I thank
my friends Lumina, Kopketj, Aji, Hedwig, Vidy, Sion, Alfa, Titus, Acel,
Wisnu, Clara, Cika, Astri for the support, motivation, and sharing. I also give
my special thanks to Fransisca Erni for willing to accompany me doing the
thesis in her busy time.
Gustav Viko Radityatama
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
ix
TABLE OF CONTENTS Page
TITLE PAGE .......................................................................................................... i
APPROVAL PAGES ............................................................................................. ii
STATEMENT OF WORK’S ORIGINALITY ...................................................... iv
PERNYATAAN PERSETUJUAN PUBLIKASI ......................................................... v
ABSTRACT ........................................................................................................... vi
ABSTRAK .............................................................................................................. vii
ACKNOWLEDGEMENTS ................................................................................. viii
TABLE OF CONTENTS ....................................................................................... ix
LIST OF TABLES ................................................................................................. xi
LIST OF APPENDICES ....................................................................................... xii
CHAPTER I. INTRODUCTION ............................................................................. 1
A. Research Background .................................................................. 1
B. Research Questions ..................................................................... 2
C. Research Significance ................................................................. 3
D. Definition of Terms ..................................................................... 4
CHAPTER II. REVIEW OF RELATED LITERATURE ....................................... 6
A. Theoretical Description ............................................................... 6
1. Advertisements ......................................................................... 6
2. Social Media as Advertisement Media .................................... 7
3. Facebook Status ....................................................................... 8
4. Rhetorical Figures .................................................................. 10
B. Theoretical Framework ............................................................ 15
CHAPTER III. RESEARCH METHODOLOGY.................................................. 18
A. Research Method ....................................................................... 18
B. Research Setting ........................................................................ 19
C. Research Data Source ................................................................ 19
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
x
D. Research Instruments and Data Gathering Techniques ............. 20
E. Data Analysis Techniques ......................................................... 22
CHAPTER IV. RESEARCH RESULTS AND DISCUSSION ............................. 23
A. Schemes of Rhetorical Figures Used in Adidas Advertisements
Found in Facebook Status Updates ........................................... 23
B. Tropes of Rhetorical Figures Used in Adidas Advertisements
Found in Facebook Status Updates .......................................... 30
CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND
RECOMMENDATIONS ....................................................................................... 35
A. Conclusions ............................................................................... 35
B. Implications ...................................................................................... 36
C. Recommendations ..................................................................... 37
REFERENCES ....................................................................................................... 38
APPENDICES ....................................................................................................... 40
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
xi
LIST OF TABLES
Table Page
3.1 Rhetorical Figures Appeared in Adidas Advertisements ................................. 21
4.1 Schemes Which Used in Adidas Advertisements ............................................ 24
4.2 Tropes Which Used in Adidas Advertisements ............................................... 29
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
xii
LIST OF APPENDICES
Appendix Page
1. Account of Adidas Originals ............................................................................... 41
2. Sample of Facebook Status Updates ................................................................... 41
3. Data Clarification .................................................................................................. 42
4. Data Analysis ......................................................................................................... 46
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
1
CHAPTER I
INTRODUCTION
This chapter presents four parts, namely the research background, research
questions, research significances, and definition of terms. In the research
background, the writer explains the reasons why choosing the topic and provides
some related studies of rhetorical figures. The researcher formulates two research
questions which will be answered in Chapter IV. The research significance
explains some points stating about the contribution of the research for some
parties. The definition of terms giving definition to some keywords used in the
research in order to make the readers understand about the study.
A. Research Background
Fumokong (2016) states that for many purposes in daily life, a writer or
speaker chooses words, syntactic expressions, and figurative languages. One of
discourse types which people consume every day is advertisement. Nowadays,
advertisements have become popular for modern people. Indirectly people are
being exposed to advertisements everywhere and everyday. Advertisements can
be found easily in television, magazine, newspaper, billboard or internet. Keegan
(2003) states that an advertisement is defined as what companies or people use to
introduce and sell their products, services, and ideas to others.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
2
Advertisements are intended to create favorable images of the company or
its product, which should have a positive effect on profit figures. Language has a
powerful influence over people and also their behavior especially in the
advertising and marketing fields. To achieve this goal, advertisement discourses
try to influence or change the audience’s attitude with attractive language
(Janoschka, 2004). It is amazing how language has such of power in our social life
through advertisements.
Fumokong (2016) states that making advertisements is not an easy job.
Visual content and design might have a very great impact for the consumers, but it
is language that helps consumers to identify a product and remember it. In
addition, Goddard (2002) claims that an advertisement drives people to do exactly
what the advertiser wants through the language, whether or not the target audience
really needs the product.
The writer had already searched at Google Scholar search engine and
found that there was no journal related to rhetorical figures on Facebook status
updates. The writer found some journals which discuss Facebook status, such as
Dimensions of Self-Expression in Facebook Status Updates written by Kramer, A.
D., & Chung, C. K. or Facebook status updates: A speech act analysis written by
Joiner, R., et al. Therefore, the researcher would to find out what schemes and
tropes of rhetorical figures are used in advertisements found in Facebook status
updates specifically Adidas Originals Facebook.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
3
B. Research Questions
In this research, the researcher formulates two questions to be answered.
The questions are:
1. Which schemes of rhetorical figures are used in Adidas Facebook status
updates?
2. Which tropes of rhetorical figures are used in Adidas Facebook status
updates?
C. Research Significances
The result of this research is expected to be able to give the following
advantages:
1. The English Learners
The researcher expects the research will contribute to a new understanding
of rhetorical figures used in sentences, clauses, or phrases. The researcher also
expects the students will be more aware on how word can have more than one
meaning and function like what happens in rhetorical figures.
2. The Sociolinguistics Lecturers
The English Language Education Study Program has a Sociolinguistics
course. This course also deals with rhetorical figures as the topic. The researcher
expects this study can be an additional reference for the lecturers to design
interesting learning material related to the topic. Therefore, the sociolinguistics
lectures can encourage the students to give more effective explanation and help
them to write creatively.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
4
3. Future Researchers
The result of this research will give information and inspiration in
conducting other studies. The future researchers may try to find out the further
analysis about rhetorical figure. Besides, they will be encouraged to make a new
and deeper research in the same type of the research with the better reports.
4. The English Language Education Study Program Department
The findings of the research will enrich the knowledge of English teaching
learning process in the English Department. The results of the research will be
useful for finding problems and evaluating problems then planning the actions and
implementing the actions related to the process of English teaching and learning.
D. Definition of Terms
This section presents some terms that will help the readers in
understanding the study. They are rhetorical figures, social media advertising, and
Facebook. The explanation about those terms is discussed as follows.
1. Rhetorical Figures
Gleaves Whitney (2003) describes rhetorical figures as the various
rhetorical uses of language that depart from customary construction, word order,
or significance. According to McQuarrie and Mick (1996) rhetorical figures are
divided into schemes and tropes. The members of these schemes and tropes are
widely ranged from the familiar to the obscure one.
2. Social Media Advertising
Social Media Advertising in simple plain words means advertising via
social media. These media are designed to help people or companies establish
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
5
social presence and inform others about their products and services (Kennedy,
2016). Nowadays, consumers spend a lot of time in their social media. Among
various social media, Facebook becomes the biggest and most popular and also
become the media which supports the opportunities between consumers and
advertisers.
3. Facebook
Facebook is an American for-profit corporation and an online social media
and social networking service based in Menlo Park, California. The Facebook
website was launched on February 4, 2004 by Mark Zuckerberg, along with
fellow Harvard College students and roommates, Eduardo Saverin, Andrew
McCollum, Dustin Moskovitz, and Chris Hughes (Carlson, 2010). The researcher
chose Facebook because it was found to be the most suitable information sharing
platform among the other social media and social networking sites Facebook has
rapidly growing over time becoming the biggest and the most popular social
networking site today with a population of over billion users (Facebook, 2012b)
and keeps growing. Many consumers use Facebook’s feature reviewing and
ratings (“likes”) as the means to seek recommendations, peer advice, and find
product information.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
6
CHAPTER II
REVIEW OF RELATED LITERATURE
In this chapter, the researcher presents a review about the theories used as
the bases of conducting the research. The discussion is divided into two major
parts, namely theoretical description and theoretical framework.
A. Theoretical Description
In this first part, the researcher provides the definition of advertisement,
social media as an advertisement media, Facebook status updates, rhetorical
figures in advertising, and the functions of using rhetorical figures in
advertisements.
1. Advertisements
According to Goddard (1998), an advertisement is a text which aims to
gain attention from the readers. However, she notes that not all texts, which make
the readers pay attention to, are advertisements. There are other characteristics
that should be possessed by a text to be classified as an advertisement. One of the
characteristics that should be possessed by an advertisement is giving benefit to
the company behind the advertisement. Besides, Goddard (1998) describes that
the benefit is not only in the form of money or other materials, but also in a less
tangible attainment such as “enhancement of status or image” (p. 7).
Further, Goddard (1998) describes the purpose of advertising is not just for
the commercial branded product, but also for the idea of texts that can enhance the
image of an individual, group, or organization. Advertisements are parts of the
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
7
way we construct our ideas about the world around us; what people are like, who
does what, who is important and why, what we should worried about, and so on.
Goddard (1998) describes advertisements as systems of language where readers
have momentary “conversation” with the advertiser, and as a form of
communication, advertisements aim to persuade, give the benefit to company
behind, and is addressed to many people.
2. Social Media as Advertisement Media
Since the technology has more developed, many advertisers use online
media to promote their products, such as website, social media, and smartphone
apps. According to Kennedy (2016), these media are designed to help people and
companies establish social presence and inform others about their products and
services. Social virtual environment or known as social media is preferable by
most companies to promote their brand and products. According to Tuten (2008),
there are three reasons of using social media as an advertising media.
a. Measurement and Accountability
The statics of consumers’ responses is measureable. According to Tuten
(2008), in the early history of online advertising offered limited metrics, like page
views and click-through rates for banner ads. Now that technology has developed,
people can monitor the length of time visitor spends at a site, the specific pages
that he or she views, where on the screen the mouse move, the number of times a
streaming video is played, how frequently a visitor comes to a site, purchase
conversion, and more. It is clearly that the possibility of accounting for
advertising effectiveness is a factor that makes online advertising driving growth.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
8
b. Consumer Reach
Tuten (2008), states that consumers spend a lot of time on social media.
Looking at the internet activities, it is easy to see how users’ behaviors drive
online advertising. Internet users spend much of their time online e-mailing and
advertisers send permission e-mails and embed display advertisements in some e-
mail sites. Searching using search engines like Google or Yahoo! are primary
activities and search engines advertising follow that behavior.
c. Technology – Driven Engagement Opportunities
The last reason of using social media as an advertising media according to
Tuten (2008), is technology-driven of social media supports the engagement
opportunities between the advertisers and consumers. The opportunities created
by technological advances affect the way how advertising is created, targeted and
delivered as well as the manner of the consumers with those opportunities.
3. Facebook Status
Facebook has grown expotentially overtime to become the biggest and
most popular social media today with a population of over one billion users and
still counting (Facebook, 2012b). When publishing a status update to Facebook,
people can create linked words that contain either site or name of another
Facebook user. By doing so, people who read the status update will find a way to
view the page or individual the user is referencing. In advertising, this eases the
promotion process, since the message can be delivered effectively.
In every advertisement, there should be interaction between the consumer
and the advertiser, which is called discourse. According to Cook (2001), discourse
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
9
is seen as a communication that involves many elements interacted in coherence.
A Facebook status is a feature which allows users to discuss their thoughts,
whereabouts, or important information with their friends. Facebook status can turn
into a potential discourse element to communicate with million users with
persuasive language that can urge them to make a purchase over a product. Figure
2.1 shows the example of status updates on Facebook.
Figure 2.1 Example of Facebook Status Updates
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
10
Facebook status is also known as Facebook status updates. It is a feature
that allows users to post content on their profiles, their friends’ wall. Facebook
news feed have 63,206 maximum characters. The users can insert links, photos,
videos, or tag a place the users want to share as well.
4. Rhetorical Figures
Keegan (2003) states that language used in advertisements should be
attractive, convincing, and persuasive. A lot of advertisers use rhetorical figures to
promote their products. Rhetorical figures are what make advertisements language
more catchy and memorable. There are many definitions of rhetorical figures
offered by experts. According to Corbett (1990), a rhetorical figure or a figure of
speech is a “generic term of any artful deviations from the ordinary mode of
speaking or writing.” (p. 426). Meanwhile, Goddard (1998) describes rhetorical
figures as an artful deviation in the form taken by statement. Moreover, the artful
deviation makes advertisement texts sometimes more dramatic than the program
or article they punctuate.
There are many researchers who studied about rhetorical figures in
advertisements (Ogilvy, 1964; Caples, 1974, Leigh, 1994; McQuarrie and Mick,
1992; Tom and Eves, 1999). According to Leigh (1994), rhetorical figures are
used in over 74% of all advertisements headlines. This finding shows that
rhetorical figures are important in advertisements. In order to engage more
costumers, companies use discourse that can gain the people’s interest. For
engaging more users, Facebook uses an unexposed discourse called status. Status
is a feature of Facebook which is able to engage the users with a textual discourse
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
11
that contains rhetorical figures. The figures derive the perception of quality that
consumer perceive. Thus, they make a purchase over the products.
In order to promote the products, there are two figure classifications.
Mulholland (1994) and Corbett (1990) categorize rhetorical figures into two
groups, namely scheme and trope. Scheme is defined as word arrangement and
trope is defined as meaning arrangement (Corbett, 1990). Each classification has
different style or strategy that will be explained further.
a. Schemes
Mulholland (1994) and Corbett (1990) define schemes as figures of speech
that deals with deviation of word arrangement. They can be found in the syntax,
sound, and letter of words in advertisements. Vaičenonienė (2006) schemes which
are mostly used by advertiser can be divided into three figures, namely repetition,
omission, composition (as cited in The Language of Advertising - Analysis of
English and Lithuanian Advertising Texts)
1) Repetition
According to Corbett (1990), repetitions aim to create a mnemonic effect
that makes people remember the words shown in advertisements. Meanwhile,
Vaičenonienė (2006) defines repetitions as figures that re-occur a substance in
advertisements more than one time. Further, it creates a high emotional and
expressive value. He divides repetition into three kinds, namely repetition of
sounds, syllables, and keywords.
Example [1]: finger of fudge the best four by four by far (Repetition of sound)
[2]: Performax protect to the max (Repetition of syllable)
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
12
[3]: The best in the business (Repetition of keyword)
2) Enumeration
Enumeration is a repetition by summarizing positive or negative values to
create the illusion of quality and superiority.
Example [1]: Dinner party. House party. Disco party. The Disaronno Sour adds
a new twist to being out or just being.
3) Synonymy
Synonymy is a repetition of positive or evaluative description to create the
illusion of quality, superiority, and prestige.
Example [1]: The 1st high-intensity permanent1 color with micro-minerals and
ultimate-staying2 power. 100% intense1. 100% long-lasting2.
4) Omission
According to Vaičenonienė (2006), figures of omission stand in contrast
with figures of repetition, as they avoid verbosity and aim at an intentional
omission of words and phrases. Goddard (2003) states that there are two kinds of
figures of omission; ellipsis and preterition (as cited in Vaičenonienė, 2006).
a) Ellipsis
Goddard (2002), defines ellipsis as “the omission part of a structure.” (p.
123). Further, Cook (1996) states that the use of ellipsis is to create informality.
The use of ellipsis makes the complete sentence become an incomplete sentence,
and as long as it is used in the right track, for example in advertising, it is helpful
for both the advertisers and the audiences.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
13
Example [1]: So good, that it speaks for itself.
b) Preterition
Preterition is a figure which involves incomplete sentences with ending
marked by dots in order to create an intrigue and arouse imagination. The readers
are involved in text creation in that he/she has to fill in the missing parts of the
sentence, in order to find the meaning of the lexis (Vaičenonienė, 2006)
Example [1]: Darwin may have the theory…But we’ve got the keys.
5) Composition
Koženiauskienė (2001) describes that composition is dealing with specific
composition of words, phrases or sentences, their regrouping, interchangeability
or similar distribution in subsequent phrases. The function of figures of
composition is to engage the emotions and creation of an aesthetic feeling which
contributes to memorability of the advertising message. There are two types of
rhetorical figures composition, namely puns and wordplay. Goddard (2003)
divides puns into two more categories, polysemy and homophony (as cited in
Vaičenonienė, 2006).
a) Puns
Goddard (2003) defines puns as a comic play on words as a result of a
word having more than one meaning which is polysemy, or two words with
different meaning but having the same sound which is homophony as cited in
Vaičenonienė, 2006.
Example [1]: Absolut Vodka. Absolut Attraction. (Polysemy)
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
14
[2]: It’s better to shower with this mousse… (i.e. moose and mousse are
homophonous words) (Homophony)
b) Wordplay
Wordplay is a composition that results on rhyming words. Further, the
repetition of syllable or sounds can be categorized as wordplay as well since they
are rhyming.
Example [1]: I’d murder a burger. Refreshingly honest.
b. Tropes
Tropes are also known as the transference of meaning. Leech (1969) states
tropes create deviation on the semantic level. Meanwhile, Mulholland (1994) and
Corbett (1990) define trope as figure of speech that are selective of words and
ideas that cause unexpected twist in the meaning. These figures are mostly used
by the advertiser to plant a ‘new’ perception without noticed by the reader.
Smetonienė (2001) mentions four rhetorical figures which are mostly used by
advertisers, namely metaphors, personifications, similes, and overstatements (as
cited in Vaičenonienė, 2006).
1) Simile
Keraf (2009, p. 138) states that ‘simile is the comparison which has
explicit nature’. The explicit meaning is to say something directly which is same
with the other things. It needs the way explicitly that showed similarity, by the
word or phrase such as like, seems, as, or than. Simile is intended to helping
emphasize positive values of the advertised object or to strengthen emotional
representation of a certain aspect in an imaginative way (Vaičenonienė, 2006)
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
15
Example [1]: John’s style as funny as a barrel of monkeys
2) Personification
According to Vaičenonienė (2006), personification is a figure that gives
inhuman object or advertised object human being, which makes it seems more
attractive and familiar. Personification helps the readers to create vivid image of
the effect after using the product.
Example [1]: Add spice to your life with seductive perfumes that speak of
elegance, modernity, and sensuality.
3) Overstatement
Overstatement is an act of stating something more than it actually is in
order to make it more serious, important, or beautiful. Some researchers call
overstatement as hyperbole. Leech (1969) states hyperbole concerns with personal
values and sentiments. Further, he argues that readers cannot judge clauses or
sentences which contain hyperbole as true unless they understand the author’s
mind. Overstatement might be seen as exaggerating by the readers, but not for the
advertisers, they are probably serious in saying that.
Example [1]: My left leg weights four tons, I can’t move for thousand years.
B. Theoretical Framework
The focus of this study is to analyze the use of rhetorical figures in Adidas
advertisements found in Facebook status updates. There are two research
questions in this study, which are: Which schemes of rhetorical figures are used in
Adidas Facebook status updates? and Which tropes of rhetorical figures are used
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
16
in Adidas Facebook status updates? There are two major theories used in this
research, which are theories of advertisements and rhetorical devices. These
theories are used as guideline in analyzing the data.
Advertisements are texts which aim to gain attention from the readers, and
text could be classified as an advertisement if it has characteristic which is giving
benefit to the company behind the advertisement (Goddard, 1998). In order to
gain attention from the readers, advertisers use many strategies. Keegan (2003)
states that language used in advertisements should be attractive, convincing, and
persuasive. A lot of advertisers use rhetorical figures to promote their product,
because rhetorical figures are what make the advertisement’s language more
catchy and memorable for the readers.
According to experts, (Goddard, 2003; Corbett, 1990) rhetorical figures
described as an artful deviation in the form taken by statement which makes
advertisement texts sometimes more dramatic than the program or article they
punctuate. Rhetorical figures are traditionally classified into two parts, namely,
schemes and tropes. Based on Vaičenonienė’s classification, there are 13 types of
rhetorical figures used in advertisements. Using Vaičenonienė classification, the
researcher aims to find which schemes of rhetorical figures are used in Adidas
Facebook status updates? and Which tropes of rhetorical figures are used in
Adidas Facebook status updates?
Online media such as website and social media are designed to help people
and companies to establish social presence and inform others about their products
and service. (Kennedy, 2016). One of the social media that is very effective and
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
17
efficient in promoting products is Facebook. Facebook was found to be the
biggest and the most popular social networking site today with a population of
over billion users (Facebook, 2012b) Many consumers used Facebook main
feature for reviewing and ratings (“likes”) as the means to seek recommendations,
peer advice, and find product information.
Kennedy (2016) adds social virtual environment or known as social media
is preferable by most companies to promote their brand and products According to
Tuten (2008) there are three reasons of using rhetorical figures in advertisements,
especially in social media. First, the static of consumer’s responses is
measureable. Second, consumers spend a lot of time in social media. Last,
technology – driven of social media, supports the engagement opportunities
between the advertisers and consumers.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
18
CHAPTER III
METHODOLOGY
In this chapter, the researcher presents the research methodology which
covers research method, research setting, research sample and population,
research instrument, data gathering technique, and data analysis technique.
A. Research Method
In this research, there are two research questions. The first research
question is which schemes of rhetorical figures are used in Adidas Facebook
status updates? The second research question is which tropes of rhetorical figures
are used in Adidas Facebook status updates? In order to answer both research
questions, the researcher used qualitative research method. According to Fraenkel
and Wallen (2003), qualitative research is all kind of studies which investigate the
quality of relationships, activities, situatuions, or materials. Besides, the data
collected are in the form of descriptive rather than numerical or statistical data.
However, the use of numerical data can be integrated to make the result more
understandable.
To be more specific, there are several methods that can be used in
conducting qualitative research. Some of them are content analysis, case study,
and discourse analysis. This research applied one method of qualitative inquiry
which is discourse analysis method. According to Fasold and Linton (2006),
discourse analysis is the analysis of language above and beyond a mere the
accumulation of sounds, morphemes, words, clause, and sentences. Furthermore,
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
19
Cohen, Manion, and Morrison (2011) state that this method is focused on a power,
domination and construction, and reproduction of power in text and conversation,
language in social context, and interaction. In this research, the form of the
interaction being analyzed are Adidas advertisements found in its Facebook status
updates from February until June 2017.
B. Research Setting
The researcher conducted this research on January until August 2017. The
first step was looking for the data. It was conducted on January 2017. As a result,
the researcher chose Adidas Original Facebook as the main source for the
research. The second step was gathering the data from the Facebook, on January
until June 2017. Last, the data analysis was started from July until August 2017.
Since the data did not deal with human interaction and field study, the specific
place was not required in conducting the research.
C. Data Source
The data used in this research consisted of the newest or current products
of Adidas from February until June 2017. Therefore, the data used in this study
were considered as up to date and more reliable.
D. Research Instruments
In order to obtain valid data to answer the research questions, the
researcher used two different types of research instruments.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
20
1. Human Instrument
According to Lincoln and Guba in Ary, Jacobs, and Sorensen (2008, p.
424), human can take a role as an instrument. They explain that in qualitative
research, the researcher needs a flexible instrument to portray the complexity of
human experiences. Furthermore, Poggenpoel and Myburgh (2003) state that
researcher as research instrument means that the researcher is the key in obtaining
the data. From those concepts, the role of human instrument is to collect or gather
the data.
E. Data Gathering Techniques
First, the researcher decided the sample that would be used in the research.
In deciding the sample, the researcher used purposive sampling method, which
means the sample selected was believed to provide necessary information for the
research. The samples were Adidas advertisements found in Facebook status from
February until June 2017. Since the samples were English advertisements, the
researcher ignored any advertisement which was not in English.
In gathering the data, the researcher used coding categories as the
technique. According to Fraenkel and Warren (2016), applying coding categories
is a technique used in document analysis research. Moreover, the researcher could
determine the coding categories to get the data before or during the analysis
(p.485). In this research, the coding categories were determined from previous
studies, knowledge, and theories related to the topic investigated in this research.
Table 3.1 shows how researcher answered the both research questions aimed to
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
21
identify types of rhetorical figures found in Adidas advertisements in Facebook
status updates.
Table 3.1 Rhetorical Figures appeared in Adidas advertisements
F. Data Analysis Technique
Before starting the data analysis, the writer copied Adidas advertisements
from Adidas Originals Facebook’s account. After that, the researcher classified
the advertisements using theory of rhetorical figures by Vaičenonienė (2006).
Thus, the researcher could find out which schemes and tropes of rhetorical figures
used in Adidas advertisements.
The next step was writing up the report. The researcher wrote up the report
based on the data analysis. The report was not in numerical or statistical data, but
the researcher used words to explain the result of the research. Yet, numerical data
were also included to make the result more understandable.
In this research, the researcher did two methods to validate the data,
namely member checking and peer debriefing. In member checking, the
researcher verified the data with other researchers who conducted the similar
research topic. In peer debriefing, the researcher verified the data with his
Data Number Facebook status
Rhetorical
Figures
1
2
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
22
research advisor. The researcher asked them to check the data by providing the
data in the table (as seen in the 3.1). After being checked by other researchers and
research advisor, the researcher got a review about the data.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
23
CHAPTER IV
RESEARCH RESULT AND DISCUSSION
This chapter presents the analysis of the study based on the two research
questions presented in chapter I. The first research question aims to find out which
schemes of rhetorical figures are used in Adidas Facebook statuses. The second
research question aims to find out which tropes of rhetorical figures are used in
Adidas Facebook statuses. The data used to answer those two research questions
were obtained from 43 English status updates found in Adidas Facebook’s
account which is Adidas Originals by using theories presented in chapter II.
A. Types of Rhetorical Figures in Adidas Advertisements
In analyzing the data, the researcher used the classification of rhetorical
figures by Vaičenonienė (2006). According to his classification, there are 12 types
of rhetorical figures which are divided into two big categories, namely schemes
and tropes. Those rhetorical figures were repetition, which consists of repetition
of sound, syllables, and keyword, enumeration, synonymy, ellipsis, preterition,
polysemy, homophony, puns, wordplay, methapor, personification, simile, and
overstatement.
1. Schemes of Rhetorical Figures Used in Adidas Advertisements
As described in the previous part, schemes deal with the deviation of
words arrangement (Corbett, 1990). In this case, the deviation of words is
arranged by Adidas on its Facebook status update. The deviation of words is able
to represent what the company wants to deliver, in order to persuade the
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
24
consumers. The deviation of words can empower people to believe what the
company say in their advertisements upon their advertised product. The schemes
which used in Adidas Advertisements could be seen in the Table 4.1.1.
Schemes Frequency Number
Percentage
Repetition 8 17.8% Synonymy 2 4.4% Ellipsis 30 66.7% Polysemy 4 8.9% Wordplay 1 2.2%
Total 45
Table 4.1.1 Schemes Used in Adidas Advertisements
The researcher found that Adidas advertisements contain some rhetorical figures
specifically schemes. There are repetition which consists of repetition of sound,
syllables, and keyword, synonymy, ellipsis, polysemy, and wordplay.
a. Repetition
The first scheme used in Adidas Facebook status is repetition. Repetition
repeats same exact sound(s), syllable(s), and keyword(s) from the previous part in
a statement (Vaičenonienė, 2006). In this research, eight Adidas advertisements
used repetition. The following sentences are the example of Adidas
advertisements which used repetition of rhetorical figures.
[1] Influenced by originality. Inspired by each other. #SUPERSTAR: http://a.did.as/61808V1sg
[2] AW Inside-Out Zip Up, AW Soccer Jersey, AW Inside-Out Jogger and AW Skate. #adidasOriginalsxAW
The purpose of employing repetition in advertisements is to give specific
information. The advertisement [1] can be categorized as repetition because there
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
25
are repetitions in the form of phrases. The advertisement [1] repeated ‘V2 + by’ in
the phrases influenced by and inspired by. The advertiser uses repetition in order
to make the advertisement seems appealing to be heard by the readers.
Furthermore, the advertiser can make the sentences more organized and
memorable so that the audiences remember the words from the advertisement.
Next, the advertisement [2] is repeating the word ‘AW’ which is the
abbreviation of ‘Alexander Wang’. Alexander Wang is an American fashion
designer, and in this case, the advertised products are inside-out zip up, soccer
jersey, inside-out jogger and skate shoes designed by Alexander Wang. The
advertiser intensifies the word ‘AW’ as the selling point by keep repeating the
word ‘AW’
b. Synonymy
The researcher finds two synonymies from the data. According to
Vaičenonienė (2006), synonymy is repetition of positive or evaluative description
to create the illusion of quality, superiority, and prestige. The following are the
synonymy found in the Adidas advertisements.
[3] Dej Loaf doing it her own way. #ORIGINALis
[4] Brave. Bold. Raw. #CAMPUS is available June 15th.
In order to define the product, the advertisement [3] uses synonymy or
evaluative description in a form of phrase ‘doing it her own way.’ Those words
restate in the next phrase as #ORIGINALis. The phrase #ORIGINALis has the
same meaning with the phrase ‘doing it her own way’ which is created directly
and personally by a particular artist; not a copy or imitation. The advertiser puts
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
26
synonymy in the advertisement in order to make an illusion of the quality product.
Another, getting this kind of exposure, the readers possibly recall this kind of
advertisement easily.
While, in the advertisement [4] synonymy is put in the words Brave. Bold.
Raw. These three words have the same meaning and it restated each other. The
words in the advertisement can be categorized as synonymy because basically
they are similar in meaning, but they sound and look different. These synonymy
occurs beside to make an illusion of quality, superiority and prestige, it also give
the advertisement recalling effect towards the readers by intensifying some words
that make the advertisement remarkable.
c. Ellipsis
The advertiser uses this figure in their 30 Facebook status. Goddard (2002)
defines ellipsis as “the omission part of a structure.” This figure usually is used to
create informal atmosphere by making the complete sentence becomes an
incomplete sentence. The example [5] and [6] are the examples of ellipsis found
in Adidas advertisements.
[5] Influenced by originality. Inspired by each other. #SUPERSTAR:
http://a.did.as/61808V1sg
[6] Inspired by the Original. Reimagined by @Pharrell Williams.
The main function of ellipsis is to create informality in advertisements. In
this case, pictures added to accompany the status. The pictures help the readers to
find the context implied by the ellipsis. In the advertisement [5], the advertiser is
omitting the subject and linking verb. The advertisement [5] should be ‘This
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
27
product is influenced by…’ and ‘This product is inspired by…’. The
advertisement [5] Influenced by originality. Inspired by each other.
#SUPERSTAR: http://a.did.as/61808V1sg accompanied by a picture a two young
boys wear Adidas Superstar shoes and a link to go to Adidas online store
specifically on the Adidas Superstar part. When the readers only read the status,
they might not understand the phrases Influenced by, and Inspired by meant or
what thing being influenced by originality and inspired by each other. The
sentence could be considered unclear, incomplete, or even does not have any
meaning. By seeing the picture or clicking the link, the readers could find the
context of the phrases being omitted, which was Adidas Superstar.
Next, it is the same case with the advertisement [5]. In the advertisement
[6] the advertiser is omitting the subject and linking verb. The advertisement [6] it
should be ‘This product is inspired by…’ and ‘This product is reimagined by…’.
The advertisement [6] Inspired by the Original. Reimagined by @Pharrell
Williams is accompanied by a video which shows a new concept of Adidas shoes
created by Pharrell Williams. By watching the video, the readers could find the
context of the phrases being omitted, which is Adidas new concept shoes by
Pharrell Williams. Instead of saying the complete sentence, the advertiser omits
the advertisement in order to sound informal and to the point.
d. Polysemy
Polysemy is a pun which is defined as a comic play on words as a result of
a word having more than one meaning. Vaičenonienė (2006) adds the dominant
function of this figures is to create an aesthetic feeling which contribute to
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
28
memorability of the advertising message. Based on the findings, there are four
Adidas advertisements employed polysemy. The advertisements which use
polysemy are mentioned as follows.
[7] Inspired by the Original. Reimagined by @Pharrell Williams.
[8] The Superstar. A symbol for inspiring future icons like Petra Collins. #ORIGINALis
In the advertisement [7], the advertiser uses the word Original that has dual
meanings. Original can be interpreted as a piece of work by a famous artist or
designer or Adidas product series. However, the context of the advertisement is
taking part in the interpretation of the word Original. The advertisement [7] is
accompanied by a video which shows a new concept of Adidas shoe created by
Pharrell Williams. Therefore, the word Original in the advertisement [7] does not
merely mean a piece of work by a famous artist or designer. Instead, the word
Original referred to Adidas product series as shown in the video. The advertiser
intends to give a message to the readers that the entire Adidas products are the
first one made and do not copy any other product.
In the advertisement [8], polysemy is found in the word The Superstar. It is
the same case as the advertisement [7], in the advertisement [8], the advertiser
puts in the word The Superstar which has dual meanings. The Superstar could be
defined as an Adidas shoe product or an extremely famous actor, singer, or
musician. The advertisement [7] is accompanied by an image of Adidas Superstar
shoes. By looking to the image, the readers could find that the context of the word
The Superstar is Adidas shoe product. The advertiser employs polysemy not only
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
29
to get the attention of the readers, but also to show that is a superstar so that the
readers believe that they have great quality.
e. Wordplay
According to Vaičenonienė (2006), wordplay intends to compose and
select words that result on rhyming words in the sentence. Further, it can be
categorized as repetition but only in the ending sound of words. The researcher
only finds one wordplay from the data as listed.
[9] Nostalgic and futuristic. #SneakerExchange in SS17 brings together
END. and Bodega to reinterpret #HAVEN and #INIKI Runner.
Available July 8th.
Wordplay [9] repeats the sound /-ic/ on the end of the word nostalgic and
futuristic. The advertiser intentionally makes rhyme by picking the words which
have similar sound ending. The advertiser draws attention from the readers and
makes the advertisement memorable by rhyming the words.
2. Tropes of Rhetorical Figures Used in Adidas Advertisements
The second type of rhetorical figures is tropes. The advertisers use this
figure to plant a ‘new’ perception towards their products without being noticed by
the readers. Mulholland (1994) and Corbett (1990) define tropes as figures of
speech which selected words and ideas, and cause unexpected twist in the
meaning. The tropes which are used in Adidas Advertisements could be seen in
the Table 4.1.2
Tropes Frequency Number
Percentage
Personification 4 22.2%
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
30
Simile 1 5.6% Overstatement 13 72.2%
Total 18
Table 4.1.2 Tropes Used in Adidas Advertisements
The researcher finds that Adidas advertisements contain 18 tropes. There were
personification, simile, and overstatement.
a. Personification
The first trope used in Adidas Facebook status is personification.
Personification is a figure of speech that gives unanimated object, the human
being quality. According to Vaičenonienė (2006), personification is figure that
gives inhuman object or advertised object human being, who makes it, seems
more attractive and familiar. There are four personifications from the data as seen
in the example [10], [11], [12], and [13].
[10] Adidas SPEZIAL SS17 turns its attention to the parallels between
British casual culture and Jamaican reggae culture.
[11] Women’s Summer apparel translates pure sportswear sensibilities
into a range full of colour and energy.
[12] Drawing from a 70s athletic culture, 70s Apparel born from the
adidas archives for a modern aesthetic. Available this month.
[13] The three-stripe suede style embodies a fearless spirit. Releasing June 15th.
The entire product in this study are inhuman objects. Therefore, the
advertiser deviates the quality of the product by giving human and living quality.
Personification [10] gives the shoes human ability to draw attention. Meanwhile,
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
31
shoes are objects and they do not have ability to draw attention. Giving the human
quality, the advertiser wants the readers to know that the shoes adapted from
British casual culture and Jamaican reggae culture as the main feature.
Next, personification [11] gives the human quality to the product, by
stating it can translate. The product advertised is women’s summer apparel consist
of tank top and short pant. These product are inhuman object and do not have
translating ability. The advertiser wants the reader to know that the product has
sportswear sensibilities and a lot of bright colors. The advertiser gives the human
ability in order to ease the message to the readers.
In the advertisement [12], the human quality is put in the word born. Born
is an adjective which mean to be brought into life by the process of birth. The
word born gives the impression that the Adidas 70s apparel product grown or
originated from the Adidas archives for a modern aesthetic. The advertiser uses
the personification to bring the product to life, so that their nature or action is
understood in a better way.
Last, in personification [13,] the human quality is put in the word
embodies. Embodies is a plural form of a verb, embody, which means to represent
a quality or an idea exactly. The personification imagine the ‘The three-stripe
suede style’ as an animate object that is able to represent or materialize ‘a fearless
spirit’. Giving the human quality exposure, the advertiser aims to enhance the
quality of the product.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
32
b. Simile
According to Corbett (1990) and Leech (1969), simile is a figurative
language which gives an explicit comparison between two things of unlike nature
that yet have something in common, simply it compares one object to another.
Based on the findings, there is one Adidas advertisement which uses simile.
[14] The Superstar. A symbol for inspiring future icons like Petra Collins.
#ORIGINALis
The Adidas advertisement [14] claims that their product The Superstar
could be an inspiring future icons like Petra Collins. In example [14], The
Superstar is compared to Petra Collins who is a Canadian artist, photographer,
fashion model, and director. Since it is compared to an inspiring person, the
advertiser wants their product to be considered as a precious or valuable thing.
c. Overstatement
Overstatement can be described as act of stating something more than it
actually is in order to make it more serious, important, or beautiful. Leech (1969)
states overstatement concerns with personal value and sentiment. Based on the
findings, there are thirteen Adidas advertisements which use overstatement. The
examples of the advertisements can be seen in the example [10], [11], [12], and
[13].
[10] High fashion couture meets the 90s with Dej Loaf. #ORIGINALis.
[11] The Tennis Hu. A brand new model, and @Pharrell Williams’ first
ever signature shoe.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
33
[12] YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE
US ON JUNE 4 2017
[13] Redefining conventions, even at maximum chill. Petra Collins is challenging what #ORIGINALis.
The main function of using overstatement is to exaggerate ideas for the
sake of emphasis. Overstatement [10] appears as an adjective form in the
sentence. The Adidas advertisement [10] uses overstatement in the word high.
This overstatement emphasizes the quality of the product design using
exaggerated adjective, high. The word high, gives a perception to the readers that
the fashion couture has a great quality among all similar product.
Next, overstatement [11] appears as a phrase form in the sentence. In
overstatement [11], the exaggeration is put in the phrase first ever. The advertiser
uses phrase first ever in order to give the reader the exaggerated quality perception
about the product model.
In the advertisement [12], overstatement appears as an adverbial form. The
advertisement [12] uses overstatement in the word EXCLUSIVELY. This
overstated YEEZY POWERPHASE will be available in the United States only on
June 4, 2017. The advertiser also wants to emphasize that the product advertised
is very important and should not be missed.
Last, the same case with overstatement [10], overstatement [13] appears in
an adjective form in the sentence. The advertiser puts overstatement in the word
maximum. This overstatement shows an exaggeration effect through the Adidas
product advertised. The presence of overstatement exaggerates the product design
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
34
quality. The advertiser uses overstatement in order to emphasize that Adidas could
design both formal and casual product.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
35
CHAPTER V
CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS
This chapter summarizes the major findings of the research and presents
their limitations. Moreover, this chapter also present recommendations for the
future research and current practice.
A. Conclusions
As formulated in Chapter I, there were two research questions needed to be
answered. The first research question was devoted to find out the schemes of
rhetorical figures which used in Adidas Facebook status updates. Meanwhile, the
second research question was devoted to find out the tropes of rhetorical figures
which used in Adidas Facebook status updates.
In conducting the research, the researcher used the classification of
rhetorical figures by Vaičenonienė (2006) According to his classification, there
are 11 types of rhetorical figures which divided into two big categories, namely
schemes and tropes. There were 5 of 7 schemes of rhetorical figures found in
Adidas Facebook status updates. Those schemes were repetition of sounds,
syllables, and keywords, synonymy, ellipsis, puns, wordplay. There were 3 of 4
tropes of rhetorical figures found in Adidas Facebook status updates. Those tropes
were personification, simile, and overstatement. Other findings from the research
were ellipsis as the most frequent figures appeared in Adidas Facebook status
updates (30 appearances), and followed by overstatement (13 appearances.)
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
36
In addition, the researcher found that there were 61 reasons for using
rhetorical figures in the data. The advertiser employed rhetorical figures in order
to gain attention from the readers, for example a simple thing such as polysemy
could persuade the readers to make a purchase or change their purchasing
decision. Besides to gain the readers’ attention, rhetorical figures could build the
readers’ perception toward the advertised products’ quality. Last, rhetorical
figures helped the advertiser ease the messages to the readers, and lead the readers
to greater memorability, and recall.
B. Implications
The English Language Education Study Program (ELESP) of Sanata
Dharma University has a course, named Sociolinguistics. This subject focuses on
studying language in relation to social factors, including differences of regional,
class, occupation dialect, gender differences, and even discourse in
advertisements. The course involves some rhetorical figures such as synonymy,
ellipsis, polysemy, and wordplay. Lecturers can use advertisements as the media
to teach that topic. By using innovative and creative media such as
advertisements, the lecturer can increase students’ willingness and curiosity to
follow the course. Students might find something new through the advertisements
that they do not find in Sociolinguistics class.
The lecturer can also use advertisements to help the students find out how
advertisement languages can change people’s perception or their point of view
towards the advertisements, and persuade them to buy the products. Moreover,
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
37
using advertisements as teaching materials enables students to dig deeper into new
vocabularies.
C. Recommendations
After conducting the research, the researcher has some recommendations.
The recommendations are addressed to advertisers, and future researchers.
1. Advertisers
This research is also expected to be beneficial for the advertisers. Learning
this research, the advertisers will understand the important role of language in
advertisements. Using rhetorical figures in advertisements is considered to be the
best solution since those rhetorical figures can persuade people as the readers of
advertisements. It also makes the advertisements more interesting. Since there are
already many companies and business groups which compete to promote their
products, this study also provides many ways of promoting using language which
might give an innovative or an original idea for the readers.
2. Future Researchers
This research only focuses on analyzing rhetorical figures which appear in
online social media, specifically in Adidas advertisements in Facebook status
updates. The researcher suggests that the future researcher conduct research
related to advertising language in other advertisements online media such as
Youtube ad, Online Store advertisement or Spotify advertisement. By doing so,
there are possibilities that other types of rhetorical figures will be found in the
advertisements.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
38
REFERENCES
Ary, D., Jacobs, L.C., & Sorensen, C. (2008). Introduction to research in education (6th ed.). Belmont: Wadsworth Thomson Learning.
Berkman, Fran (2012). Facebook in 2012: A Billion Users and Counting.
Retrieved June 18, 2017, from mashable.com/2012/12/26/facebook-2012/#ILet1EnYRgqb
Carlson, N. (2010). At Last–The full story of how facebook was founded.
Business Insider, 5(3). Cook, G. (2001). The discourse of advertising (2nd ed.). New York: Routledge. Corbett, E. P. J. (1990). Classical rhetoric for the modern students. New York:
Oxford University Press. Fahnestock, J. (2011). Rhetorical style: The uses of language in persuasion. New
York: Oxford University Press. Fraenkel, J. R., & Wallen, N. E. (2003). How to design and evaluate research in
education. McGraw-Hill Higher Education. Fumukong, S. (2016). Stylistics analysis in advertising discourse: A case of the
dangote cement advertisement in Bamenda-Cameroon, Advances in Language and Literary Studies, 7(6), 105-112.
Gee, J. P. (2011). An introduction to discourse analysis theory and method (3rd
ed.). New York: Routledge Goddard, A. (1998). The language of advertising (2nd ed.). New York:
Routledge. Janoschka, A. (2004). Web advertising new forms of communication on the
internet. Amsterdam: John Benjamins Publishing Company. Keegan, W. J. (2003). Manajemen pemasaran global (6th ed.; A. Sindoro and T.
S. Tarigran, Trans). Jakarta: Gramedia. (Original work published 1995) Kennedy, G. (2016). Social media: Master social media marketing - Facebook,
Twitter, Youtube & Instagram. North Charleston: Create Space Independent Publishing Platform
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
39
Korcak, J. (2012). Word play in advertising: A linguistic analysis. Zlin: Thomas Bata University.
Leech, G. N. (1969). A linguistic guide for English poetry. New York: Longman
Inc. Leigh, J. H. (1994). The use of figures of speech in print ad headlines. Journal of
advertising, 23(2), 17-33. Mulholland, J. (1994). Handbook of persuasive tactics: A practical language
guide. London: Routledge. Poggenpoel, M., & Myburgh, C. (2003). The researcher as research instrument in
educational research: A possible threat to trustworthiness?(A: research_instrument). Education, 124(2), 418-423.
Sigband, N. & Bell, A. (1986). Communication for management and business (4th
ed.). Glenview: Scott Foresman. Tuten, T. L. (2008). Advertising 2.0: Social media marketing in a web 2.0 world.
London: Praeger Publishers. Vaičenonienė, J. (2006). The language of advertising: Analysis of English and
Lithuanian advertising texts. Studies about Languages, 9, 43-55.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
40
APPENDICES
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
41
DATA CLARIFICATION
(All these data are retrieved on February 12th, 2017 from
https://www.facebook.com/adidasoriginals/)
1. Account of Adidas Originals
2. Sample of Facebook Status Updates
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
42
3. Facebook Status from Adidas Originals Updates in February – June
2017
Data
Number March
2 Adidas Originals by White Mountaineering SS17 collection lands at select stores
worldwide in March, featuring White Mountaineering's take on the #NMD R2.
3 Drop 2 of adidas Originals and mini rodini returns this season in vibrant graphics
and hand-drawn prints. Available March 9th.
4
Bold colours, even bolder actions. The #SAMBA Deep Hue Pack in purple, green
and off-white, a nod to one of the earliest women’s organizations founded in
1903. Available in global Consortium accounts today. A percentage of proceeds
will go to ‘Moving The Goalposts’, an organisation that uses football to empower
girls in Kenya.
5 Adidas SPEZIAL SS17 turns its attention to the parallels between British casual
culture and Jamaican reggae culture.
6
Adidas SPEZIAL is back for Spring Summer ’17 with a brand new collection and
supporting film featuring Chronixx. Shot between Kingston, Jamaica, and
Lancashire, England. Watch now:
7
For SS17 adidas #SPEZIAL celebrates the rich culture of the adidas archive by
drawing on aesthetic from the past to reinterpret design for the future. Curated by
Gary Aspden, featuring Chronixx.
8 #EQT Support ADV. With 3-stripes that merge into a cushy EVA midsole.
Available March 23rd.
9 AW Inside-Out Zip Up, AW Soccer Jersey, AW Inside-Out Jogger and AW
Skate. #adidasOriginalsxAW
10 Defiant. Disruptive. Subversive. adidas Originals by Alexander Wang.
#adidasOriginalsxAW
Data
Number February
1 Influenced by originality. Inspired by each other. #SUPERSTAR:
http://a.did.as/61808V1sg
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
43
Data
Number April
11 Come as you are #SUPERSTAR. #ORIGINALis what you make it
12 Women driving what #ORIGINALis. Hit the link for more of our original icons:
http://a.did.as/61848bW2g
13 Women driving what #ORIGINALis featuring original icons @MabelMcvey,
@PetraCollins and @DejLoaf: http://a.did.as/61888bWxG
14 The Superstar. A symbol for inspiring future icons like Petra Collins.
#ORIGINALis
15 Redefining conventions, even at maximum chill. Petra Collins is challenging
what #ORIGINALis.
16 Dej Loaf doing it her own way. #ORIGINALis.
17 High fashion couture meets the 90s with Dej Loaf. #ORIGINALis.
18 We clash and evolve. A return of the adidas Originals Three Stripe Track Suit
with the #INIKI Runner. Hitting stores April 20th
19
A subdued colour palette of heather greys and blues channels the stunning
melting landscapes of the Arctic Summer, while understated design elements are
combined with an immaculate attention to detail. Coming April 27th.
20 AW Skate in maroon. Available tomorrow: http://a.did.as/60048dPPo
21 Women’s Summer apparel translates pure sportswear sensibilities into a range
full of colour and energy.
22
The third release of the minirodini collection features a total of 10 pieces.
Available May 4th at Mini Rodini and adidas Originals flagship stores, online,
and at select global retailers.
Data
Number May
23
Both colourways of the Tennis Hu by Pharrell Williams are based on two of
adidas’ most iconic tennis shoes. The white pair with green detailing is a homage
to the Stan Smith while the yellow lacing, yellow sole and golden heel tabs are
hallmarks of the Forest Hill.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
44
24 The Tennis Hu. A brand new model, and @Pharrell Williams’ first ever
signature shoe.
25 Inspired by the Original. Reimagined by @Pharrell Williams.
26
In the next chapter of #SneakerExchange, Sneakerboy and Wish ATL take us
underwater, exploring aquatic life to create glow in the dark editions of
#PureBOOST and #CLIMACOOL. Available for pre-release at Sneakerboy and
Wish ATL May 13th, and May 20th at global Consortium accounts
27 Presenting the #EQT by @avenuestore. Available in black or tan for pre-release
May 27th at Avenue and June 3rd at global Consortium accounts.
28 YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE US ON
JUNE 4 2017
29 YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE US ON
JUNE 4 2017
30 YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE US ON
JUNE 4 2017
Data
Number June
31 Primavera a Casa Teva Day 2 with Kelly Lee Owens. Live from Primavera
Sound Festival.
32 Primavera Sound Festival a Casa Teva Day 4 with The Wedding Present
33 Reworking patchwork the @endclothing x @bdgastore #INIKI. Releases July
8th.
34 Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and
Bodega to reinterpret #HAVEN and #INIKI Runner. Available July 8th.
35 The revival of a 1970s running classic, #HAVEN, brought to you by
@endclothing and @bdgastore. Coming soon.
36 Primavera Sound Festival a Casa Teva Day 5 with Songhoy Blues
37 Drawing from a 70s athletic culture, 70s Apparel born from the adidas archives
for a modern aesthetic. Available this month.
38
The women’s range for 70s Apparel offers archival references to breezy mesh
fabrics and soft colour palettes revamped to meet the aesthetic of today.
Available this month.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
45
39 Presenting 70s Apparel. A comprehensive collection for men and women that
compliment the design language of #CAMPUS. Coming soon.
40 The three-stripe suede style embodies a fearless spirit. Releasing June 15th.
41 Adidas Originals is celebrating its most raw and authentic classic icon, the
#CAMPUS. Coming soon.
42 #CAMPUS is back and revamped to a modern relevancy. June 15th.
43 Brave. Bold. Raw. #CAMPUS is available June 15th.
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
46
4. Facebook Status from Adidas Originals Updates in February – June
2017
Rhetorical Figures A : Repetition of sounds,
syllables, and keywords B : Enumeration C : Synonymy D : Ellipsis E : Preterition
F : Puns H : Wordplay J : Metaphor K : Personification L : Simile M : Overstatement.
Data Number Facebook status Rhetorical Figures
1 (A) (D) Influenced by originality. (A) (D)Inspired by each other. #SUPERSTAR: http://a.did.as/61808V1sg
A, D
2
Adidas Originals by White Mountaineering SS17 collection lands at select stores worldwide in March, featuring White Mountaineering's take on the #NMD R2.
None
3 (D) Drop 2 of adidas Originals and mini rodini returns this season in (M) vibrant graphics and hand-drawn prints. Available March 9th.
D, M
4
(A) (M) Bold colours, even bolder actions. The #SAMBA Deep Hue Pack in purple, green and off-white, a nod to one of the earliest women’s organizations founded in 1903. (D) Available in global Consortium accounts today. (D) A percentage of proceeds will go to ‘Moving The Goalposts’, an organisation that uses football to empower girls in Kenya.
A, M, D
5 Adidas SPEZIAL SS17 (K)turns its attention to the parallels between British casual culture and Jamaican reggae culture.
K
6
Adidas SPEZIAL is back for Spring Summer ’17 with a brand new collection and supporting film featuring Chronixx.(D) Shot between Kingston, Jamaica, and Lancashire, England. Watch now:
D
7
For SS17 adidas #SPEZIAL celebrates the rich culture of the adidas archive by drawing on aesthetic from the past to reinterpret design for the future.(D) Curated by Gary Aspden, featuring Chronixx.
D
8 #EQT Support ADV. With 3-stripes that merge into a (M)cushy EVA midsole. (D)Available D, M
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
47
March 23rd.
9 (A)AW Inside-Out Zip Up, AW Soccer Jersey, AW Inside-Out Jogger and AW Skate. #adidasOriginalsxAW
A
10 (A)Defiant. Disruptive. Subversive. adidas Originals by Alexander Wang. #adidasOriginalsxAW
A
11 Come as you are (F)#SUPERSTAR. #ORIGINALis what you make it F
12 (D)Women driving what #ORIGINALis. Hit the link for more of our original icons: http://a.did.as/61848bW2g
D
13
(D) Women driving what #ORIGINALis featuring original icons @MabelMcvey, @PetraCollins and @DejLoaf: http://a.did.as/61888bWxG
D
14 (F)The Superstar. (D)A symbol for inspiring future icons (L)like Petra Collins. #ORIGINALis D, F, L
15 (D)Redefining conventions, even at (M)maximum chill. Petra Collins is challenging what #ORIGINALis.
D, M
16 (D)Dej Loaf (C)doing it her own way. (C)#ORIGINALis. C, D
17 (M)High fashion couture meets the 90s with Dej Loaf. #ORIGINALis. M
18 We clash and evolve. A return of the adidas Originals Three Stripe Track Suit with the #INIKI Runner. (D)Hitting stores April 20th
D
19
(M)A subdued colour palette of heather greys and blues channels the stunning melting landscapes of the Arctic Summer, while understated design elements are combined with an immaculate attention to detail. (D)Coming April 27th.
M, D
20 (D)AW Skate in maroon. (D)Available tomorrow: http://a.did.as/60048dPPo D
21 Women’s Summer apparel (K)translates (M)pure sportswear sensibilities into a range full of colour and energy.
M, K
22
The third release of the minirodini collection features a total of 10 pieces. (D)Available May 4th at Mini Rodini and adidas Originals flagship stores, online, and at select global retailers.
D
23
Both colourways of the Tennis Hu by Pharrell Williams are based on two of adidas’ (M)most iconic tennis shoes. (A)The white pair with green detailing is a homage to the Stan Smith while the (A)yellow lacing, yellow sole and golden heel tabs are hallmarks of the Forest Hill.
A, M
24 The Tennis Hu. A brand new model, and M
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
48
@Pharrell Williams’ (M)first ever signature shoe.
25 (D)Inspired by the (F)Original.(D) Reimagined by @Pharrell Williams. D, F
26
In the next chapter of #SneakerExchange, Sneakerboy and Wish ATL take us underwater, exploring aquatic life to create glow in the dark editions of #PureBOOST and #CLIMACOOL.(D) Available for pre-release at Sneakerboy and Wish ATL May 13th, and May 20th at global Consortium accounts
D
27
(D)Presenting the #EQT by @avenuestore. (D)Available in black or tan for pre-release May 27th at Avenue and June 3rd at global Consortium accounts.
D
28 YEEZY POWERPHASE (D)AVAILABLE (M) EXCLUSIVELY IN THE US ON JUNE 4 2017
A
D, M
29 YEEZY POWERPHASE (D) AVAILABLE (M) EXCLUSIVELY IN THE US ON JUNE 4 2017 D, M
30 YEEZY POWERPHASE (D) AVAILABLE (M) EXCLUSIVELY IN THE US ON JUNE 4 2017 D, M
31 Primavera a Casa Teva Day 2 with Kelly Lee Owens. (D)Live from Primavera Sound Festival. D
32 Primavera Sound Festival a Casa Teva Day 4 with The Wedding Present None
33 (D) Reworking patchwork the @endclothing x @bdgastore #INIKI. (D)Releases July 8th. D
34
(A) (H) Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and Bodega to reinterpret #HAVEN and #INIKI Runner. (D)Available July 8th.
A, D, H
35 The revival of a 1970s running classic, #HAVEN, brought to you by @endclothing and @bdgastore. (D)Coming soon.
D
36 Primavera Sound Festival a Casa Teva Day 5 with Songhoy Blues None
37 Drawing from a 70s athletic culture, 70s Apparel (K)born from the adidas archives for a (M)modern aesthetic. (D)Available this month.
D, K, M
38
The women’s range for 70s Apparel offers archival references to (M)breezy mesh fabrics and soft colour palettes revamped to meet the aesthetic of today. (D)Available this month.
D, M
39
(D)Presenting 70s Apparel. (D)A (M)comprehensive collection for men and women that compliment the design language of (F)#CAMPUS. (D)Coming soon.
D, F, M
40 The three-stripe suede style (K)embodies a fearless spirit. (D)Releasing June 15th. D, K
41 Adidas Originals is celebrating its most raw and D
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
49
authentic classic icon, the #CAMPUS. (D)Coming soon.
42 (F)#CAMPUS is back and revamped to a modern relevancy. June 15th. F
43 (A) (C)Brave. Bold. Raw. #CAMPUS is available June 15th. A, C
FINDING & REASON
No. Data Number Facebook status Reason
Repetition of sounds, syllables, and keywords
1 1
Influenced by originality. Inspired by each other. #SUPERSTAR: http://a.did.as/61808V1sg
Repetition in the form of phrase ‘V2+by’ in the phrases ‘Influenced by’ and ‘Inspired by’
2 4
Bold colours, even bolder actions. The #SAMBA Deep Hue Pack in purple, green and off-white, a nod to one of the earliest women’s organizations founded in 1903. Available in global Consortium accounts today. A percentage of proceeds will go to ‘Moving The Goalposts’, an organisation that uses football to empower girls in Kenya.
Repeating the keyword ‘bold’
3 9 AW Inside-Out Zip Up, AW Soccer Jersey, AW Inside-Out Jogger and AW Skate. #adidasOriginalsxAW
Repeating the keyword ‘AW’
4 10
Defiant. Disruptive. Subversive. adidas Originals by Alexander Wang. #adidasOriginalsxAW
Repetition in the form of ‘adjective’ keyword, in the words ’Defiant. Disruptive. Subversive.’ Repeating the sound –ziv\ in the words ‘Disruptive. Subversive.’
5 23
Both colourways of the Tennis Hu by Pharrell Williams are based on two of adidas’ most iconic tennis shoes. The white pair with green detailing is a homage to the Stan Smith while the yellow lacing, yellow sole and golden heel tabs are hallmarks of the Forest Hill.
Repeating the keyword ‘the’ and ‘yellow’
6 34
Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and Bodega to reinterpret #HAVEN and #INIKI Runner. Available
Repetition in the form of ‘adjective’ keyword, in the words ‘Nostalgic and futuristic’
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
50
July 8th. Repeating the sound –tik\ in the words ‘Nostalgic and futuristic’
7 43
Brave. Bold. Raw. #CAMPUS is available June 15th.
Repetition in the form of ‘adjective’ keyword, in the words ‘Brave. Bold. Raw.’
Synonymy
8 16 Dej Loaf doing it her own way. #ORIGINALis.
The word ‘doing it her own way.’ And ‘#Original’ have the same meaning.
9 43 Brave. Bold. Raw. #CAMPUS is available June 15th.
The word ‘Brave.’ And ‘Bold.’ have the same meaning.
Ellipsis
10 1
Influenced by originality. Inspired by each other. #SUPERSTAR: http://a.did.as/61808V1sg
The complete sentence should be ‘Adidas is influenced by originality.’ and ‘Adidas is inspired by each other.’
11 3
Drop 2 of adidas Originals and mini rodini returns this season in vibrant graphics and hand-drawn prints. Available March 9th.
12 4
Bold colours, even bolder actions. The #SAMBA Deep Hue Pack in purple, green and off-white, a nod to one of the earliest women’s organizations founded in 1903. Available in global Consortium accounts today. A percentage of proceeds will go to ‘Moving The Goalposts’, an organisation that uses football to empower girls in Kenya.
The complete sentence should be ‘The product is available in global Consortium accounts today’
13 6
Adidas SPEZIAL is back for Spring Summer ’17 with a brand new collection and supporting film featuring Chronixx. Shot between Kingston, Jamaica, and Lancashire, England. Watch now:
The complete sentence should be ‘The video shot between Kingston, Jamaica, and Lancashire, England.’
14 7
For SS17 adidas #SPEZIAL celebrates the rich culture of the adidas archive by drawing on aesthetic from the past to reinterpret design for the future. Curated by Gary Aspden, featuring Chronixx.
The complete sentence should be ‘The product is curated by Gary Aspden, featuring Chronixx’
15 8 #EQT Support ADV. With 3-stripes that merge into a cushy EVA midsole. Available March 23rd.
The complete sentence should be ‘The product is available on March 23rd’
16 12 Women driving what #ORIGINALis. Hit the link for more of our original icons:
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
51
http://a.did.as/61848bW2g
17 13
Women driving what #ORIGINALis featuring original icons @MabelMcvey, @PetraCollins and @DejLoaf: http://a.did.as/61888bWxG
18 14
The Superstar. A symbol for inspiring future icons like Petra Collins. #ORIGINALis
The complete sentence should be ‘The product is a symbol for inspiring future icons like Petra Collins.’
19 15
Redefining conventions, even at maximum chill. Petra Collins is challenging what #ORIGINALis.
The complete sentence should be ‘The product Redefining conventions, even at maximum chill.’
20 16 Dej Loaf doing it her own way. #ORIGINALis.
21 18
We clash and evolve. A return of the adidas Originals Three Stripe Track Suit with the #INIKI Runner. Hitting stores April 20th
The complete sentence should be ‘The product hitting stores April 20th’
22 19
A subdued colour palette of heather greys and blues channels the stunning melting landscapes of the Arctic Summer, while understated design elements are combined with an immaculate attention to detail. Coming April 27th.
The complete sentence should be ‘The product coming April 27th’
23 20 AW Skate in maroon. Available tomorrow: http://a.did.as/60048dPPo
The complete sentence should be ‘The product available tommorow’
24 22
The third release of the minirodini collection features a total of 10 pieces. Available May 4th at Mini Rodini and adidas Originals flagship stores, online, and at select global retailers.
The complete sentence should be ‘The product is available May 4th at Mini Rodini and adidas Originals flagship stores, online, and at select global retailers’
25 25
Inspired by the Original. Reimagined by @Pharrell Williams.
The complete sentence should be ‘Adidas is influenced by originality.’ and ‘Adidas is reimagined by @Pharrell Williams.’
26 26
In the next chapter of SneakerExchange, Sneakerboy and Wish ATL take us underwater, exploring aquatic life to create glow in the dark editions of #PureBOOST and #CLIMACOOL. Available for pre-release at Sneakerboy and Wish ATL May 13th, and May 20th at global Consortium accounts
The complete sentence should be ‘The product is available for pre-release at Sneakerboy and Wish ATL May 13th, and May 20th at global Consortium accounts ’
27 27 Presenting the #EQT by @avenuestore. The complete sentence
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
52
Available in black or tan for pre-release May 27th at Avenue and June 3rd at global Consortium accounts.
should be ‘Adidas presenting the the #EQT by @avenuestore.’ and ‘The product is available in black or tan for pre-release May 27th at Avenue and June 3rd at global Consortium accounts.’
28 28
YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE US ON JUNE 4 2017
The complete sentence should be ‘YEEZY POWERPHASE IS AVAILABLE EXCLUSIVELY IN THE US ON JUNE 4 2017
29 31
Primavera a Casa Teva Day 2 with Kelly Lee Owens. Live from Primavera Sound Festival.
The complete sentence should be ‘The event live from Primavera Sound Festival.’
30 33
Reworking patchwork the @endclothing x @bdgastore #INIKI. Releases July 8th.
The complete sentence should be ‘Adidas reworking patchwork the @endclothing x @bdgastore #INIKI’ and ‘The product releases July 8th’
31 34
Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and Bodega to reinterpret #HAVEN and #INIKI Runner. Available July 8th.
The complete sentence should be ‘The product available July 8th’
32 35
The revival of a 1970s running classic, #HAVEN, brought to you by @endclothing and @bdgastore. Coming soon.
The complete sentence should be ‘The product is coming soon.’
33 37
Drawing from a 70s athletic culture, 70s Apparel born from the adidas archives for a modern aesthetic. Available this month.
The complete sentence should be ‘The product is available this month.’
34 38
The women’s range for 70s Apparel offers archival references to breezy mesh fabrics and soft colour palettes revamped to meet the aesthetic of today. Available this month.
The complete sentence should be ‘The product is available this month.’
35 39
Presenting 70s Apparel. A comprehensive collection for men and women that compliment the design language of #CAMPUS. Coming soon.
The complete sentence should be ‘Adidas presenting 70s apparel.’ ‘The product is a comprehensive collection for men and women that compliment the design language of #CAMPUS.’
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
53
and ‘The product is coming soon.’
36 40 The three-stripe suede style embodies a fearless spirit. Releasing June 15th.
The complete sentence should be ‘The product is releasing June 15th.’
37 41 Adidas Originals is celebrating its most raw and authentic classic icon, the #CAMPUS. Coming soon.
The complete sentence should be ‘The product is coming soon.’
Polysemy
39 11 Come as you are #SUPERSTAR. #ORIGINALis what you make it
Creating dual meaning using the product name which is Adidas Superstar.
40 14 The Superstar. A symbol for inspiring future icons like Petra Collins. #ORIGINALis
Creating dual meaning using the product name which is Adidas Superstar.
41 25 Inspired by the Original. Reimagined by @Pharrell Williams.
Creating dual meaning using the brand name which is Adidas Original.
42 39
Presenting 70s Apparel. A comprehensive collection for men and women that compliment the design language of #CAMPUS. Coming soon.
Creating dual meaning using the product name which is Adidas Campus.
Wordplay
43 34
Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and Bodega to reinterpret #HAVEN and #INIKI Runner. Available July 8th.
Intentionally create rhyme of the sound –tik\ in the words ‘Nostalgic and futuristic.’
Personification
44 5
Adidas SPEZIAL SS17 turns its attention to the parallels between British casual culture and Jamaican reggae culture.
The inanimate object is given human ability to move around or to cause to change position
45 21
Women’s Summer apparel translates pure sportswear sensibilities into a range full of colour and energy.
The inanimate object is given human ability to explain (something) in a way that is easier to understand
46 37
Drawing from a 70s athletic culture, 70s Apparel born from the adidas archives for a modern aesthetic. Available this month.
The inanimate object is given human quality, brought into life by the process of birth
47 40
The three-stripe suede style embodies a fearless spirit. Releasing June 15th.
The inanimate object is given human ability to represent (something) in a clear and obvious way
Simile
48 14 The Superstar. A symbol for inspiring future icons like Petra Collins.
Comparing the adidas superstar shoe with future
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
54
#ORIGINALis icons Petra Collins Overstatement
49 3
Drop 2 of adidas Originals and mini rodini returns this season in vibrant graphics and hand-drawn prints. Available March 9th.
Exaggeration using adjectival in the word ‘vibrant’
50 4
Bold colours, even bolder actions. The #SAMBA Deep Hue Pack in purple, green and off-white, a nod to one of the earliest women’s organizations founded in 1903. Available in global Consortium accounts today. A percentage of proceeds will go to ‘Moving The Goalposts’, an organisation that uses football to empower girls in Kenya.
Exaggeration using adjectival in the word ‘bold’
51 8 #EQT Support ADV. With 3-stripes that merge into a cushy EVA midsole. Available March 23rd.
Exaggeration using adjectival in the word ‘cushy’
52 15 Redefining conventions, even at maximum chill. Petra Collins is challenging what #ORIGINALis
Exaggeration using adjectival in the word ‘maximum’
53 17 High fashion couture meets the 90s with Dej Loaf. #ORIGINALis.
Exaggeration using adjectival in the word ‘high’
54 19
A subdued colour palette of heather greys and blues channels the stunning melting landscapes of the Arctic Summer, while understated design elements are combined with an immaculate attention to detail. Coming April 27th.
Exaggeration using adjectival in the word ‘subdued’
55 21 Women’s Summer apparel translates pure sportswear sensibilities into a range full of colour and energy.
Exaggeration using adjectival in the word ‘pure’
56 23
Both colourways of the Tennis Hu by Pharrell Williams are based on two of adidas’ most iconic tennis shoes. The white pair with green detailing is a homage to the Stan Smith while the yellow lacing, yellow sole and golden heel tabs are hallmarks of the Forest Hill.
Exaggeration using adjectival in the word ‘iconic’
57 24 The Tennis Hu. A brand new model, and @Pharrell Williams’ first ever signature shoe.
Exaggeration using adjectival in the word ‘first ever’
58 28 YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE US ON JUNE 4 2017
Exaggeration using adverbial in the word ‘exclusively
59 37 Drawing from a 70s athletic culture, 70s Apparel born from the adidas archives for a modern aesthetic. Available this
Exaggeration using adjectival in the word ‘modern’
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
55
month.
60 38
The women’s range for 70s Apparel offers archival references to breezy mesh fabrics and soft colour palettes revamped to meet the aesthetic of today. Available this month.
Exaggeration using adjectival in the word ‘breezy’
61 39
Presenting 70s Apparel. A comprehensive collection for men and women that compliment the design language of #CAMPUS. Coming soon.
Exaggeration using adjectival in the word ‘comprehensive’
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Recommended