AN ANALYSIS OF THE LINGUISTIC FEATURES AND PERSUASION

i

AN ANALYSIS OF THE LINGUISTIC FEATURES

AND PERSUASION TECHNIQUES USED

IN WRITTEN ADVERTISEMENTS

BY MAYBELLINE NEW YORK

A SARJANA PENDIDIKAN THESIS

TITLE PAGE

Presented as Partial Fulfilment of the Requirements

to Obtain the Sarjana Pendidikan Degree

in English Language Education

By

Clara Verina Angela

Student Number: 141214078

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA 2018

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI



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DEDICATION PAGE

“Impossible is nothing.

Keep dreaming and fly high.”

“Believe in five centimeters in front of your forehead”

I dedicate this thesis to:

Everyone who always asks about this.




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ABSTRACT

Angela, Clara Verina. (2018). An Analysis of the Linguistic Features and

Persuasion Techniques Used in Written Advertisements by Maybelline New York.

Yogyakarta: English Language Education Study Program, Department of Language

and Arts Education, Faculty of Teachers Training and Education, Sanata Dharma

University.

In this modern era, companies make many advertisements of their products

to communicate with the consumers. Advertisements become the popular way to

persuade people in consuming the companies’ products. Companies use persuasive

message through the language styles to build the new consumers’ belief. This

research investigated the linguistic features and persuasion techniques used in

Maybelline-New-York written advertisements. Maybelline New York is one of

popular cosmetic brands around the world. Considering Maybelline’s successful

marketing, the researcher has an interest in analyzing the language styles used in

the written advertisements by Maybelline New York.

This study had two research questions. They are (1) What linguistic features

are used in Maybelline-New-York written advertisements? (2) What kind of

persuasion techniques are used in Maybelline-New-York written advertisements to

influence consumers?

In analyzing the data, the researcher used theories from Grey (2008) about

linguistic features in advertising and Kleppner (1986) about persuasion techniques

in advertising. The first research question was answered by categorizing each word

or sentence in written advertisements based on Grey’s theory (2008). The second

research question was answered by identifying persuasion techniques used in each

written advertisement based on Kleppner’s theory (1986). The research used

document analysis since this research focuses on analyzing internet-transmitted

documents in the form of written advertisements. Then, the researcher analyze the

data with thematic analysis to categorize data based on the pattern.

Based on the findings and discussion, the researcher found five linguistic

features and two persuasion techniques which are used frequently in written

advertisements by Maybelline New York. The linguistic features are hyperbole,

potency, long noun phrase, present tense, and incomplete sentence. The persuasion

techniques are pioneering stage and competitive stage.

Keywords: language styles, linguistic features, Maybelline New York, persuasion

techniques, written advertisements.


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ABSTRAK

Angela, Clara Verina. (2018). An Analysis of the Linguistic Features and

Persuasion Techniques Used in Written Advertisements by Maybelline New York .

Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Jurusan Pendidikan Bahasa

dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.

Di era modern ini, perusahaan membuat banyak iklan produk untuk

berkomunikasi dengan konsumen. Iklan menjadi salah satu cara yang populer untuk

membujuk orang dalam mengonsumsi produk perusahaan. Perusahaan

menggunakan pesan persuasif melalui gaya bahasa. Penelitian ini menyelidiki fitur

linguistik dan teknik persuasi yang digunakan dalam iklan tertulis Maybelline-

New-York. Dengan mempertimbangkan pemasaran Maybelline yang sukses,

peneliti memiliki minat dalam menganalisis gaya bahasa yang digunakan dalam

iklan tertulis oleh Maybelline New York.

Penelitian ini memiliki dua rumusan masalah. Rumusan masalah tersebut

adalah (1) Apa sajakah ciri linguistik yang digunakan dalam iklan tertulis

Maybelline-New-York? (2) Jenis teknik persuasi apa yang digunakan iklan

Maybelline-New-York untuk mempengaruhi konsumen?

Dalam menganalisis data, peneliti menggunakan teori dari Grey (2008)

tentang linguistic features in advertising dan Kleppner (1986) tentang persuasion

techniques in advertising. Rumusan masalah yang pertama dijawab dengan

mengkategorikan setiap kata atau kalimat dalam iklan tertulis berdasarkan teori

Grey (2008). Rumusan masalah yang kedua dijawab dengan mengidentifikasi

teknik persuasi yang digunakan dalam setiap iklan tertulis berdasarkan teori

Kleppner (1986). Penelitian ini menggunakan analisis dokumen karena penelitian

ini berfokus pada analisis dokumen internet yang ditransmisikan dalam bentuk

iklan tertulis. Kemudian, peneliti menganalisis data dengan analisis tematik untuk

mengkategorikan data berdasarkan pola.

Berdasarkan hasil penemuan dan diskusi, peneliti menemukan lima fitur

linguistik dan dua teknik persuasi yang sering digunakan dalam iklan tertulis oleh

Maybelline New York. Fitur linguistiknya adalah hyperbole, potency, long noun

phrase, present tense, and incomplete sentence. Teknik persuasi adalah pioneering

stage and competitive stage.

Kata kunci: language styles, linguistic features, Maybelline New York,

persuasion techniques, written advertisements.


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ACKNOWLEDGEMENTS

First of all, I would like to express my gratefulness to Jesus Christ, for the

unstoppable blessing me to finish my thesis. He always gives me strength to wake

up again, try again, and becomes my power to go through this level.

Second, I respectfully express my deepest gratitude to my thesis advisor,

Drs. Pius Nurwidasa Prihatin, M.Ed., Ed.D. for the times and patience in giving

me advice and guidance to finish the thesis. He kindly supports and encourages me

to give my very best effort through this level. I would also like to express my sincere

gratitude to all lecturers in English Language Education Study Program for

their knowledge, advices, and guidance which I gained throughout my study in

Sanata Dharma University.

Third, I acknowledge my thankfulness to my beloved parents, Yohanes Dwi

Baruno and Yohana Fransiska Artie Wahyuningsih for their endless prayers,

love, and supports. I would also like to thank my brothers, Christian Dio Alpha

Ganesha and Fransiskus Dwian Prayoga for their love and support. Without their

supports, I would never be here to finish this thesis.

Then, I would like to give my love and special thanks to all the members of

Zet-zet Squad who teach many meaningful lessons of life and unforgettable

moments in the last 4 years. I would like to give my special thanks to my Wonkave

family, Maria Wangi, Krisna Efrata, Asto, Girinda Kapindi, Gregorius Wendi,

and Christina Atika for accompanying me to finish the thesis together. I would

never forget my best supporting team, Monica Della Andarupraja, Devita Putri


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Saraswati, Johan Tobias, Monica Dara, and Andreas Handyanta for their

kindheartedness. They are my angels who help me to the finishing my thesis.

Next, I would like to give my thankfulness to the person who teaches me

the beautiful pain in the last 5 years. Through this deep pain, I can prove to the

world that I am strong enough to cross the sea.

Last but not least, I would like to say thanks to my best friends, my

classmates in class, C6 class, all ELESP students batch 2014, for being helpful

friends during my study in Sanata Dharma University. They painted my canvas life

with many colourful stories.

Clara Verina Angela


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TABLE OF CONTENTS

TITLE PAGE ........................................................................................................... i

APPROVAL PAGES .............................................................................................. ii

DEDICATION PAGE ........................................................................................... iv

STATEMENT OF WORK’S ORIGINALITY ........................................................ v

PERNYATAAN PERSETUJUAN PUBLIKASI ....................................................... vi

ABSTRACT .......................................................................................................... vii

ABSTRAK ............................................................................................................. viii

ACKNOWLEDGEMENTS ................................................................................... ix

TABLE OF CONTENTS ....................................................................................... xi

LIST OF TABLES ............................................................................................... xiv

LIST OF FIGURES ............................................................................................... xv

LIST OF APPENDICES ...................................................................................... xvi

CHAPTER I.

INTRODUCTION .................................................................................................. 1

A. Research Background ....................................................................................1

B. Research Questions .......................................................................................4

C. Research Significance ...................................................................................4

D. Definition of Terms .......................................................................................6

1. Linguistic Features ....................................................................................6

2. Persuasion Techniques ..............................................................................6

3. Advertisements .........................................................................................7

4. Maybelline New York Company ..............................................................8

CHAPTER II.

REVIEW OF RELATED LITERATURE ........................................................... 9

A. Theoretical Description .................................................................................9

1. Advertisements .........................................................................................9


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2. Linguistic Features ..................................................................................11

3. Persuasion Techniques in Advertisements ..............................................20

B. Theoretical Framework ...............................................................................22

CHAPTER III.

RESEARCH METHODOLOGY ....................................................................... 24

A. Research Method .........................................................................................24

B. Types and Sources of Data ..........................................................................25

C. Data Gathering Technique ...........................................................................26

D. Data Analysis Techniques ...........................................................................28

1. Data Reduction ........................................................................................28

2. Data Display ............................................................................................31

3. Conclusion Drawing ...............................................................................33

E. Triangulation ...............................................................................................33

F. Trustworthiness ...........................................................................................33

CHAPTER IV.

RESEARCH FINDINGS AND DISCUSSION .................................................. 35

A. Data Reduction ............................................................................................35

B. Data Display ................................................................................................38

1. The linguistic features which are used to exaggerate products’

superiority ...............................................................................................39

2. The linguistic features which are used to introduce new products .........40

3. The linguistic features which are used to explain the effects of using the

products ...................................................................................................40

4. Persuasion technique used to persuade consumers to buy new products41

5. Persuasion technique used to compete with other products ....................42

6. Persuasion technique used to manage the products’ existence ...............42

C. Conclusion Drawing ....................................................................................43

1. Linguistic Features Used by Maybelline New York ...............................43

a. Hyperbole ...........................................................................................45

b. Potency ...............................................................................................46


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c. Long Noun Phrase ..............................................................................47

d. Present Tense ......................................................................................47

e. Incomplete Sentence ...........................................................................48

2. Persuasion Techniques Used by Maybelline New York .........................49

a. Pioneering Stage .................................................................................51

b. Competitive Stage ..............................................................................52

c. Retentive Stage ...................................................................................53

D. The Research Relevance with English Language Teaching ........................54

CHAPTER V.

CONCLUSIONS, IMPLICATIONS AND RECOMMENDATIONS ........... 56

A. Conclusions .................................................................................................56

B. Implications .................................................................................................59

C. Recommendations .......................................................................................60

REFERENCES ..................................................................................................... 61

APPENDICES ...................................................................................................... 63


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LIST OF TABLES

Table 3.1 Maybelline New York Written Advertisements List ............................. 26

Table 3.2 The Observation of Lexical Features ..................................................... 27

Table 3.3 The Observation of Syntactic Features ................................................. 27

Table 3.4 The Observation of Persuasion Techniques .......................................... 28

Table 3.5 Frequent Linguistic Features Used ....................................................... 32

Table 3.6 Persuasion Techniques Used ................................................................. 32

Table 4.1 Coding Scheme ...................................................................................... 36

Table 4.2 Linguistic Features Used in Written Advertisements

by Maybelline New York ............................................................................... 44

Table 4.3 Persuasion Technique Used in Written Advertisements

by Maybelline New York ............................................................................... 50


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LIST OF FIGURES

Figure 3.1 Coding Scheme ..................................................................................... 30

Figure 4.1 The Contribution Data of Linguistic Features and Persuasion

Techniques Used in Written Advertisements by Maybelline New York ....... 38


xvi

LIST OF APPENDICES

Appendix I

Written Advertisements Images by Maybelline New York ................................... 64

Appendix II

Observation Tables ................................................................................................ 67

Appendix III

Theme Tables ......................................................................................................... 77


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CHAPTER I

INTRODUCTION

This chapter determines an introduction of the problems of this study. The

researcher aims to present the research background, research questions, research

significance, and definition of terms.

A. Research Background

The study is about the linguistic features and persuasion techniques used in

written advertisements. Advertisers used linguistic features and persuasion

techniques as the language style to persuade consumers. Language is the main tool

in communication. People communicate each other with their own language styles.

It means that every language has its own words style to be spoken or written. Styles

in a language is a set of conscious or unconscious choices of expression, inspired

or induced by particular context (Verdonk, 2002). The choice of words used in

language is defined as the language style.

This linguistic research has relevance with English language teaching,

especially teaching English for Specific Purpose (ESP) and genre-based teaching.

Petrovska (2008) agrees that “the ESP students can be encountered with interesting

uses of language, culture, and visual elements in ads; even more they can suggest

ways of exploiting them in classroom” (p. 167). Since advertisements were made

with their own characteristic language styles, exploring the linguistic features and

persuasion techniques of advertising bring ESP students closely to the target

language culture. The learning process becomes more enjoyable and also more


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motivating. Meanwhile, learning the linguistic features and persuasion techniques

in advertisements is related with genre-based teaching. LUU (2011) defines “genre-

based approach emphasizes the importance of exploring the social and cultural

context of language use on a piece of writing.” (p. 123). In this case, the study may

be a material in teaching English language with writing genre based. It means that

learning the languages styles in advertisements give benefit in improving the

writing skill. Students will learn how to write a short functional text such as

advertisement with the appropriate linguistic features.

In this modern era, companies make many advertisements of their products

to communicate with the consumers. Advertisements can be formed in visual or

printed media. Advertisements have their own language style to attract consumers’

attention. Language styles in advertisements is needed to make the persuasive

message. Advertisements are the persuasive media of communication to help

companies achieve marketing objectives (Gilson and Berkman, 1986). It means that

advertisements have their own persuasion techniques to catch the products’

existence.

Then, the companies’ job is how to make the best advertisement with

attractive and suitable language styles to meet the consumers’ needs. Leech (1972)

identifies attention value, readability, memorability, and selling power as four

major functions of successful advertisements. In this case, advertisers apply the

suitable linguistic features and persuasion techniques to fulfil the four major

functions of successful advertisements. Grey (2008) states lexical features and

syntactic features as the two types of linguistic features in advertising. Lexical


3

features which are deal with the choice of words that used in advertisements such

as hyperbole, potency, familiar language, repetition, and humor. Syntactic features

which are deal with the grammatical properties that used in advertisements such as

short sentence, long noun phrase, use of imperative, and ellipsis. The use of

linguistic features can determine what kinds of persuasion techniques that used to

influence the consumers. Kleppner (1986) defines three stages of persuasion

techniques in advertising; pioneering stage, competitive stage, and retentive stage.

Advertising becomes the most popular way to persuade people in

consuming some products. White (1988) states, “advertising is a weapon of

competition as well as merely a way of achieving sales” (p. 9). The researcher

chooses advertisements because it related with human daily life. All the people can

see advertisements on the internet, television, brochure, websites, matchbook

covers, in newspaper, on trash containers, in magazines, in our mail, on buses and

taxicabs, and on the billboards. We also hear advertisements from radio even when

we are in the supermarket. It means that advertising seems to be all around us,

whenever and wherever we are (Weilbacher, 1984).

The researcher chooses cosmetic brand advertisements to be examined

because nowadays cosmetic becomes the big obsession and interest in women life.

Women tend to buy everything which make them attracted. One of the popular

cosmetic brands is Maybelline New York. This brand has existed around 103 years

and has become one of the big cosmetic brands around the world. Considering

Maybelline New York Company’s success in selling products, the linguistic

features and persuasion techniques used in the written advertisements will be


4

analyzed by the researcher. There are fourteen written advertisements by

Maybelline New York that would be analyzed. Those advertisements choose from

the best seller products list in Maybelline New York official website. Those selected

written advertisements have at least four stars on the review by the consumers.

To summarize, the research aims to analyze linguistic features and

persuasion techniques. Since the study is about linguistics, this study will also be

useful in language teaching, especially in teaching English for Specific Purpose

(ESP) and genre-based teaching. Thus, teachers can use this topic as the material in

analyzing advertisement language.

B. Research Questions

Based on the background above, the research questions are formulated as

follows:

1. What linguistic features are used in Maybelline-New-York written

advertisements?

2. What kind of persuasion techniques are used in Maybelline-New-York

written advertisements to influence consumers?

C. Research Significance

In this part, there are some benefits of the research for English teachers,

advertisers, consumers and future researchers.

1) English Teachers

The study can be useful for English teaching. Advertisements can be the

main material in teaching English. Since advertisements are made by their own


5

linguistic features, teachers may use advertisements as the material in teaching

English for Specific Purpose related to analyzing the advertising language.

Meanwhile, teachers may use linguistic features and persuasion techniques of

advertising as the material in genre-based teaching. Genre writing is the best

approach related with language styles in advertisements.

2) Advertisers

Nowadays, making advertisement is like a competition for companies. They

must has the competence to make the attractive advertisements. This research will

help advertisers to make the high quality advertisements with some considerations

from many aspects such as suitable linguistic features and persuasion techniques

that used in advertisements.

3) Consumers

This research helps the consumers to be wiser while deciding to buy product

on the advertisements. Knowing the language styles of advertising help the

consumers to make sure what is the meaning and purpose of the advertisements

first. They will think before act to buy the product. In the other words, they increase

the awareness of consuming product and they will realize that buying products is

not only based on the words written in advertisements.

4) Future Researchers

The researcher has an expectation that the future researchers can use this

research as the orientation. Especially the future researchers who has the same

interest in linguistic research. Then, the future researchers have to apply more good

ideas to make the research better.


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D. Definition of Terms

The definition of terms are needed to prevent misinterpretation of the

research. In this section, there are important terms which are used in the research.

They are definition of linguistic features, persuasion techniques in advertisements,

advertisements, and Maybelline New York Company.

1. Linguistic Features

The choices of language styles in the advertisements is needed to persuade

customers when they read the advertisements. Styles in a language is a set of

conscious or unconscious choice of expression which is inspired by particular

context (Verdonk, 2002). In this research, the language styles refer to the linguistic

features used in Maybelline-New-York written advertisements. There are two types

of linguistic features according to Grey (2008) namely lexical features and syntactic

features. Lexical features deal with the choice of words that used in advertisements

such as hyperbole, potency, familiar language, repetition, and humor. Syntactic

features deal with the grammatical properties that used in advertisements such as

short sentence, long noun phrase, use of imperative, and ellipsis. Those features

were used to analyze Maybelline-New-York written advertisements. Through the

linguistic features that applied, the researcher analyzes what kinds of persuasion

techniques are used in every written advertisement.

2. Persuasion Techniques

Persuasive messages are need to build the new consumers’ belief in buying

the advertised products. According to Ross (1994) “persuasion is a process of

skilfully and ethically using logical thoughts, effective appeals, credibility and


7

ethical proof to influence and motivate others to responds as you wish them to” (p.

168). Then, persuasion techniques is a strategy that is used to persuade people in

consuming the products. In this research, persuasion techniques refers to strategies

or stage which used in each Maybelline-New-York written advertisements.

Kleppner (1986) defines three stages of persuasion techniques in advertising such

as pioneering stage, competitive stage, and retentive stage.

3. Advertisements

Companies used advertisements as a tool to communicate with their

consumers. The companies or institutions competing each other to attract

consumer’s attention to reach the goals of their product marketing. Therefore, they

make the advertisements in a good language style as the weapon. El-daly (2011)

defines the definition of advertising.

The term ‘advertising’ comes down to us from the Medieval Latin verb

advertere to direct one’s attention to. It is any type or form of public

announcement intended to direct people’s attention to the availability, qualities

and/or cost of the specific commodities or service (p. 25).

It means that advertisements are made to attract consumers’ attention.

According to Weilbacher (1984), advertising consists of media messages which are

paid for and contracted by a company that wishes to increase the probability that

those reached by the message. It means that advertisements are made to persuade

people called consumers with the attractive message inside.

In this research, the researcher chooses written advertisements by

Maybelline-New-York. The researcher will analyze the language styles used in the

written advertisements. The main objects that will be analyzed by the researcher are


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the linguistic features and persuasion techniques of Maybelline-New-York written

advertisements.

4. Maybelline New York Company

Maybelline New York is one of the popular and big cosmetics brand in the

world. It is a well-known cosmetic brand which is available in over 129 countries

worldwide and offering more than 200 products. In 1913, there was a young chemist

named Thomas L. Williams from Chicago city. He had a dilemma because of his

older sister, Maybel. She was in love with a man who loved someone else. To attract

the man, Maybel used Vaseline petroleum jelly on her brows and lashes. Thomas

tried to increase her allure by adding carbon dust. It made Maybel’s lashes and

brows dramatically darker. Two years later, Maybel got the man and Thomas

realized what can be a big invention in global industry. He made a company named

Maybelline as the combination of Maybel and Vaseline.

In 1917, the company launched Maybelline Cake Mascara as the first

modern eye cosmetics for every day. While in 1960s, Ultra Lash produced as the

first mass-market automatic. Williams to Plough, Inc. bought Maybelline Company

in 1967. It made all the entire productions moved from Chicago to Memphis. Then,

in 1990, Maybelline Company have sold by a New York investment firm named

Wasserstein Perella & Co until now.


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CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter reveals some related studies and theories that used in the

research. This chapter is divided into two major parts. The first part is theoretical

description which reviews related studies and also theories that are used as the

references. The second part is theoretical framework which are assembled the major

theories used to answer research questions.

A. Theoretical Description

There are some theories which are used as the foundation of the research.

This part explains about advertisements, linguistic features and persuasion

techniques in advertising.

1. Advertisements

This part explains several things which deal with advertisements; the

definition of advertisements, the functions of advertisement and the types of

advertisements.

a. Definition

Advertisements affect costumers’ choice of product because advertisements

usually bring some information about new products and products’ improvement. It

means that advertisements grow customers’ attention to buy things which they

should not buy. According to Gilson and Berkman (1986), advertisements are the

persuasive media communication which are design to help companies in achieving


10

the marketing goals. Advertisements consist of media messages which are paid and

contracted by companies. Companies wish to increase the probability of people

reached by the message that behave or believe as the advertisers wish them to

behave or believe (Weilbacher, 1984).

b. Functions of Advertisements

The good advertisements have some functions in advertising the products.

Taylor (1986) defines some functions of advertisements. To create consumer

awareness and products differentiation is the first function of advertisement.

Through advertisements, companies reveal that their products can fill up the

satisfaction of customers and they also show that their products are the best among

the same products.

The second function, advertisement is used to create consumer good-will.

Companies build the new consumers’ thought that the product is the best choice

when they choose to buy the companies’ products through advertisements. The

third function, advertisement reinforces existing behavior. When customers become

aware of the companies’ product, companies have to continue advertising their

product in order to keep the customers’ awareness. It makes the product more

visible in consumers’ eyes.

Last but not least, advertisements have been made to make sales. It becomes

the main important function of advertisement because the goals of advertisement is

to persuade customers to buy the companies’ products. Customers buy the product

easily even though they do not need the products at that time. Advertisement is the


11

main tool and has the main role in persuading people that become the companies’

benefit.

c. Types of Advertisement

Advertisements are divided into some types based on the shape. Gilson and

Berkman (1986) divided four types of advertisement. The first type of

advertisements is printed media such as newspaper and magazine. The second type

is broadcasted media advertisements such as advertisements in television, internet

and audio. The third is direct and special media such as advertisements in catalogue,

mail package, pen and calendar. Lastly, advertisements which we have seen on the

poster in the bus shelter are included as out-of-home and directory media type.

2. Linguistic Features

Every advertisement has its own language styles. The language styles in

advertisements usually deal with linguistic features. According to Grey (2008),

there are two types of linguistic features in advertising. They are lexical features

and syntactic features.

a. Lexical Features

Lexical features of advertisement confer the advertisements to become more

unique. Advertisers choose the appropriate words to persuade consumers. The

choice of words are produce a language style. Lexical features also make the

advertiser to consider the use of diction in advertisements to grab customers’

attention and willingness. Lexical features consist of ten features as follow:


12

1) Hyperbole

Hyperbole helps advertisers to make interesting advertisements. It is because

hyperbole words increase the products’ sense of superiority. People usually use

hyperbole to exaggerate something, especially when describe thing in exaggerating

manner. Leech (1972) agrees that hyperbole often related with personal value and

sentiments such as opinion and personal feeling. It means that sometimes hyperbole

created by the advertisers’ perception. The example of hyperbole words are the use

of real, perfect, fresh, more, new, and improved in some advertisements.

2) Neologism

The new words which are created by combining one word with another word

are neologism words. Since attracting consumers’ attention is the goal of

advertisements, advertisers try to create the new expressions or words to make the

interesting advertisements. Grey (2008) interprets a neologism as a new expression

or a word which is created by evolve two or more word parts together to be a new

word. An example, Sarchasm is a neologism of the gulf between the author of

sarcastic wit and the person who does not get it. This word combines sarcasm with

chasm for a humorous word.

3) Weasel Word

Weasel word is used to modify statements, weakening any real meaning or

force. Grey (2008) says that a weasel word proposes a meaning without actually

being exact or specific. Helps, supports, is useful, better, improved, gains, works,

effective, seems, like, most, almost, up to, and as many as are the usual weasel words

that used in advertisement. The use of weasel word makes the consumers wonder


13

about the exact meaning of the word. An example, there is written ‘change your

color skin’ in an advertisement. The word change makes customers wonder what

kinds of change it will be. Actually there is no explanation of the question written

in advertisement.

4) Familiar language

One of the ways to attract customers’ attention is involve the readers to feel

the sense of advertisements. Advertisers can use familiar language to make it. Grey

(2008) agree that the use of pronoun make the audience feel involved within the

advertisement. The use of pronoun as the familiar language makes the

advertisement friendlier and show good attitude toward customers. An example is

the use of ‘you’ in the L’Oreal’s slogan: “Because You’re Worth It”. When the

consumers read the slogan, they will feel that they are worth it. Then, consumers

agree with the statement and buy the products.

5) Simple vocabulary

The use of simple vocabulary makes the advertisements easy to remember.

The memorable advertisements are the good advertisements. It means that

advertisements must be simple but also brief and clear. Besides that, it should

contain of attractive feeling. The use of simple vocabulary also makes the

advertisements easy to remember since the vocabulary used are simple or common.

An example, there is a slogan from Chitato, ‘Life is never flat’. It is a simple

sentence but easy to understand, so that consumers can easily remember the word.


14

6) Repetition

Say something repeatedly is grab hearer’s attention easily. In advertisements

language, repetition is used to make the sentences in the advertisement more

interesting. It mostly appears in the written part of advertisement. Repetition is

divided into three types. The first type is alliteration. It is the repetition in the initial

consonant sound of a word to produce rhythmical and musical effect. An example

is Bobby read a book by the babbling brook use the repetition of /b/ sound to make

the attractive sentence. The second type, rhyme, is a pattern of identity of sound

between words extending from the end to the last fully accented vowel. An example

is mean machine. The last type is rhythm. It is a regular pattern produced by varying

the stressed and unstressed syllables of the words. An example, drinka pinta milka

day.

7) Euphemism

Euphemism contains of fake meaning. Advertisers usually used this features

to softer the word which is not appropriate to be heard. Grey (2008) explains that

euphemism is a type of figurative language which brings connotative meaning. It is

a phrase which pretends communicate but actually does not. Euphemism used to

make something bad seems good, a negative thing seems a positive thing, the

unnatural seems natural, the unpleasant thing seems attractive or at least appropriate

to show or tolerable. An example, people who do not have good economy life will

be better called as economically disadvantages rather than poor. The poor word can

be said as an impolite word to say, so the advertiser change the word with

economically disadvantages.


15

8) Humor

On the most basic level, laughter connects all kinds of human. It is because

everyone loves funny thing rather than serious one. The sense of humor in

advertisements helps advertisers to attract consumers’ attention more. It is used to

entertain consumers and makes the advertisements funnier. The use of humor also

helps advertisers to deliver every kind of information in advertisement easily. It is

because humor makes an emotional connection between the consumers and the

advertised products. A good emotional connection will create the lasting

impression. Good impression is needed to keep the consumers’ believe in

consuming the products.

9) Glamorization

Glamorization is used to enrich the message in advertisements. Advertisers

usually combine some uncommon words to create glamorization. Grey (2008) gives

an example of the using of glamorization in the advertisement: old house is changed

with charming, characterful, olde, worlde or unique house. The use of those word

makes the word old house become more interesting. Glamorization usually

happened when the advertiser combined uncommonly daily speaking word in the

advertisement.

10) Potency

Potency word can influence consumers to buy the products. Grey (2008)

says that the words which are able to offer new value, novelty or immediacy are

potency words. It means that the using of potency words in advertisement can cause

a profit in influencing the audience. Advertisers used potency word to explain the


16

products’ quality. Grey (2008) recognizes words such as free, new, suddenly,

announcing, introducing, it’s here, just arrived, important, development,

improvement, amazing, sensational, remarkable, revolutionary startling miracle,

magic, and offer are the example of potential words.

b. Syntactic Features

Syntactic features deal with the groups of words which are have the same

grammatical properties. Grey (2008) defines ten kinds of syntactic features based

on the emergence of similar grammatical structure in the form of phrase. The using

of syntactic features in advertisements usually shows how the simple the language

styles that used in advertisements.

1) Short Sentence

Short sentence is used to help consumers to understand the message clearly.

It also has the purpose to grab the consumers’ attention. The using of short sentence

must sum up all the information about the products. It will make a big impact when

readers read the written advertisement. The main purpose is to attract the readers’

attention and make them understand about the product well. Short sentence makes

the advertisement memorable and understandable in the same way. An example,

there is an advertisement use break the limit as the short sentence. The meaning of

the sentence is clear and memorable.

2) Long Noun Phrase

Long noun phrase usually used to describe many products’ specifications

briefly. Based on Grey (2008), advertisers used long noun phrase to describe the

advertised products in more than three words or more than two independent phrases.


17

It will help them to impress the consumers. The advertisers usually apply long noun

phrase with some adjective words in creative and interesting way. For example, an

advertisement says, international ice cream sensation and thick rich Belgium

chocolate. There were two long noun phrases used. From that sentence, the readers

can see how the ice cream was, how the quality of chocolate and how the pleasure

if the consumers eat the ice cream. It means that long noun phrases were used to

raise customers’ feel and think about the extraordinary products’ qualities. It also

makes the product better than the other similar product.

3) Ambiguity

Ambiguity can use to increase consumers’ curiosity of the products.

Everything can be present in some meanings. Ambiguous phrase is a phrase or a

sentence which has more than one cognitive meaning. Leech (1972) distinguishes

ambiguity in two types; lexical ambiguity and grammatical ambiguity. Lexical

ambiguity consists of lexical homonymy and lexical polysemy. While, grammatical

ambiguity consists of grammatical homonymy and grammatical polysemy.

An example, mole is lexical homonymy word. It is because mole has three

different meanings. The first meaning, mole is a small mammal. The second

meaning, mole is a small dark spot on people skin. Third, mole also means as a

person who works for an organization or government but secretly gives information

to the competitors. Another example, I love moving chair is grammatical

homonymy. The word moving chair in the sentence is ambiguous. Whether it means

as the chair that move or the cause of moving the chair to somewhere. Last example,


18

grammatical polysemy can be seen in sentence Mark drinks banana. The use of

present tense in the sentence make the ambiguous meaning. Whether it is a habitual

activity or something that just happening.

4) Use of Imperative

Advertisers can use an imperative to take an order. They usually use it when

they want consumers to act or do something such as buying and using their

advertised product. It means that imperative word having a power to direct an action.

An example, in the poster of clothing discounts, there is a phrase ‘Grab it fast!”.

When read this sentence, consumers were hypnotized to grab the product fast. The

imperative words are written in a short sentence, so consumers can read the order

faster.

5) Simple and Colloquial Language

Advertisers usually use this language style only in informal expressions. It

means that using simple and colloquial language increase informality in the

advertisements. Grey (2008) agrees that colloquial expressions do not bear the

meaning which they normally have. Slang words are belonging as simple and

colloquial language. An example is the using of ain’t word in They ain’t got to say

makes the sentence looked informal. The word ain’t is a slang word in English

which is mean no. It is the abbreviation of am not, are not, has not, have not, and

is not. People usually use this word in speaking activities. It can indicate the

presence of simple and colloquial language.


19

6) Present Tense

Present tense is usually applied to inform something which is happening now.

It means that present tense word in advertisement brings the “happening now”

sensation when consumers read the sentence. Grey (2008) assumes that a present

tense implies a universal timelessness. In the other word, present tense build the

real time effect to the consumers. Advertiser may use this style if they want the

consumers feel like in the real time when they hear or see the advertisements.

7) Syntactic Parallelism

Advertisers used syntactic parallelism to attract consumers when they read

the message in advertisements. Syntactic parallelism is the repetition of words

which have similar structural forms. Leech (1972) interprets parallelism as a

repetition of formal patterns of two or more similar ideas in similar structural forms.

For example, happy wife, happy life. The repetition of word happy grow the readers’

attention because of the similar patterns.

8) Association

An advertisement has to relate or associate the product’s positive side with

something else in a positive way too. Sometimes, advertisements which are used

association indicated by the use of words like and as. An example, there is sentence

in an advertisement fresh as a mountain stream. The word freshness is associated

with a mountain stream although they are two different things.


20

9) Ellipsis

Advertisers used ellipsis features to omit some words in delivering message.

“Ellipsis is the omission of part of a structure.” (Goddart, 2002, p. 123). While

based on Cook (1996), ellipsis is a style which aims to create the sense of formality

in the advertisement. It means that informality is needed to make interesting

advertisement. Then, advertisers use ellipsis to reduce the formality. An example,

the utterance “Expresso, what else?” in advertisements is grammatically wrong

because it should be “You’ll take Expresso. What else would you like to drink?” in

grammar rules.

10) Incomplete Sentence

When seeing the advertisements, consumers pay attention to the sentence

very carefully. Especially in the visualized advertisements, consumers will pay

attention more. Moreover, Grey (2008) classifies that using the incomplete sentence

can help the consumers catch the key point of the message. It is because the message

in the form of incomplete message but to the point. An example is a slogan from

one of popular brands, “Have a break, have a KitKat”. It is the slogan of KitKat.

The slogan is more interesting in advertisement instead of “When you have a break,

you have to eat KitKat”.

3. Persuasion Techniques in Advertisements

Delivering persuasive message is the main purpose of advertisements.

Hornby (1995) defines “persuasion refers to the action of persuading or being

persuaded” (p. 864). It means that persuasiveness can be grown by persuasion.


21

Persuasion become the important part in advertising. Kleppner (1986) aims an idea

of the classification of persuasion techniques based on the marketing situation and

human characteristics. The main consideration of those three techniques is the

product existence in the marketing area and how people’s attitude towards the

product. There are three persuasion techniques in advertisements: Pioneering stage,

competitive stage, and retentive stage.

a. Pioneering Stage

This technique is used to advertise the products which have just been

released. Kleppner (1986) defines three purposes of the pioneering stage of

product’s life cycle:

1) To educate consumers about the new product or service

2) To show the people have a need they did not appreciate before and that

the advertised product fulfils that need.

3) To show that a product now exists that is actually capable of meeting a

need that already had been recognized but previously could have been

fulfilled (p. 95)

b. Competitive Stage

Competitive stage is the next step after pioneering stage. Kleppner (1986)

says “once customers accept a pioneering products, there is going to be a

competition. Consumer now knows what the product is and how it can be used” (p.

98). At this time, customers think about the decision to buy the appropriate product.

In this stage, companies compete each other to make a unique advertisement. That

is why the name of this stage is competitive stage. It makes the advertisers to

emphasize why customers should choose and buy the advertised product instead of

the other similar product. Communicating the product’s position or distinguish


22

from other brands is the main purpose of competitive stage technique. It means that

advertisers have to explain the products’ characteristic.

c. Retentive Stage

When the product has been known, popular, and used by customers, the

technique that is used to advertise the product is retentive stage. Kleppner (1986)

states the advertiser’s goal in this stage “… to maintain market share and ward off

consumer trial of other products” (p. 100). The retentive stage is also known as the

reminder stage because the purpose of this technique is to maintain the existence of

the advertised product. Advertisers need to remind the customers that the product

still exists in markets. This technique is usually used for the products which have

been advertised for a long time.

B. Theoretical Framework

This section explains how the theories will be used to analyze and answer

the research problems. The research aims to analyze linguistic features and

persuasion techniques used in written advertisements by Maybelline New York.

The researcher finds two relevant theories to answer research questions.

First, the researcher uses the theory of linguistic features in advertisement

by Grey (2008) to answer the first research question. The research uses this theory

because it explains every feature clearly and related with the topic. There are two

parts of linguistic features in advertisement. The first part is lexical features which

deal with the using of words in the written advertisements. The researcher will

classify and analyze each word and sentence which are written in advertisements.


23

The research will also analyze the use of diction and the meaning of the words are

related with lexical features. Every feature has its own code and mark, so the data

will be categorized based on the pattern. The lexical features consist of hyperbole,

neologism, weasel word, familiar language, simple vocabulary, repetition,

euphemism, humor, glamorization, and potency.

The second part of linguistic features in advertisement is syntactic features.

Those features deal with the grammatical properties used in the written

advertisements. The researcher will analyze each sentence which are written in

advertisements based on the grammatical properties in syntactic features. Every

feature has its own code and mark, so the data will categorize based on the pattern.

The syntactic features consist of short sentence, long noun phrase, ambiguity, use

of imperative, simple and colloquial language, present tense, syntactic parallelism,

association, ellipsis, and incomplete sentence.

Second, the researcher uses the theory of persuasion techniques in

advertising by Kleppner (1986) to answer the second research question. Based on

the data findings of linguistic features used in written advertisements, the researcher

will analyze the persuasion technique used in each advertisement in persuading

consumers. There are three techniques of persuasion in advertisement: the

pioneering stage, competitive stage and retentive stage. The researcher uses this

theory because it has clearer explanation of its parts in order to analyze and classify

Maybelline-New-York written advertisements.


24

CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the use of methodology and analysis in conducting the

research. It is divided into six parts. They are, namely research method, types and

sources of data, instruments and data gathering technique, data analysis techniques,

triangulation, and trustworthiness.

A. Research Method

The research was conducted by analyzing the linguistic features and

persuasion techniques used in written advertisements by Maybelline New York.

The research has two questions to be answered. They are (1) What linguistic

features are used in Maybelline-New-York written advertisements? (2) What kind

of persuasion techniques are used in Maybelline-New-York written advertisements

to influence consumers? The researcher used qualitative research as the approach.

Fraenkel and Wallen (2006, p. 422) state that “qualitative research is a study which

investigates the quality of relationship, activities, situation, and materials. Besides,

the data collected are the forms of descriptive rather than numerical data or

statistical data”. It means that the research focused on the descriptive data.

Numerical data are used to support in scoring the data.

The researcher used document or content analysis as the method to analyze

the data. According to Bowen (2009) in his article, “document analysis is a

systematic procedure for reviewing or evaluating documents—both printed and

electronic (computer-based and internet-transmitted) material” (p. 27). In this


25

research, the electronic internet-transmitted data were analyzed in the form of

written advertisements by the observers. Moreover, Ary, Jacobs and Sorensen

(2010) define content analysis as a research method which is used to identify certain

features of written or visual data materials such as newspaper, textbooks,

advertisements, and speeches (p. 457). Since the research focused on identifying

and analyzing certain features in written advertisements which as the source data,

so the researcher used document analysis as the appropriate method.

B. Types and Sources of Data

In this research, the document used were internet-transmitted data in the

form of written advertisements by Maybelline New York According to Ary, Jacobs

and Sorensen (2010), advertisement is one of the written data materials which are

identified in content or document analysis research. The research dealt with the

linguistic features and persuasion techniques used in written advertisements

products by Maybelline New York based on the theories that had been explained in

the previous chapter. The researcher took the data online with some considerations.

There were some qualifications in choosing the products. First, the products must

be listed in best seller products by Maybelline New York. Second, the products

have at least four stars of review in the Maybelline-New-York official’s website.

The best seller products with good review showed that the products were popular

among the consumers as the beauty enthusiasts. It means that the advertisements

succeed attracting the consumers’ attention and made the consumers want to buy

the products. Last, the products must be advertised in the written advertisements by

Maybelline New York. In this research, there were 14 written advertisements that


26

chosen based on the qualifications. Here, the advertisements data list which is

presented in the table 3.1:

Table 3.1 Maybelline-New-York Written Advertisements List

C. Data Gathering Technique

The researcher designed three tables of observation to classify the linguistic

features and persuasion techniques used in the written advertisements. There were

two types of table, as shown in table 3.2 and table 3.3, for each type to categorize

the linguistic features in advertising into 10 lexical features and 10 syntactic

features (Grey, 2008). The lexical features are hyperbole, neologism, weasel word,

familiar language, simple vocabulary, repetition, euphemism, humor, glamorization

No Products Number of

Reviews

1. Super Stay Matte Ink Un-nude Liquid Lipstick 7090

2. Great Lash Royal Blue Washable Mascara 4166

3. Color Sensational Shaping Lip Liner 3675

4. Volum’ Express The Colossal Big Shot Washable

Mascara

3594

5. Super Stay 24 Liquid Lipstick Super Impact 2979

6. Color Sensational Matte Metallics Lipstick 2794

7. Super Stay Better Skin Foundation 2566

8. Brow Drama Shaping Chalk Eyebrow Powder 2108

9. Fit Me Matte + Poreless Foundation 2031

10. Shine Compulsion lipstick Make Up By Color Sensational 1843

11. The 24k Nude Eyeshadow Palette 1511

12. Super Stay Full Coverage Foundation 955

13. Face Studio Master Chrome Metallic Highlighter Makeup 868

14. Dream Cushion Fresh Face Liquid Foundation 856


27

and potency. The syntactic features are short sentence, long noun phrase, ambiguity,

use of imperative, simple and colloquial language, present tense, syntactic

parallelism, association, ellipsis, and incomplete sentence. The other table

components, as shown in table 3.4, was designed based on Kleppner’s theory of

persuasion techniques in advertising.

Table 3.2 The Observation of Lexical Features

Sentences H N WW FL SV R EU HU G P

ABBREVIATIONS

H : Hyperbole

N : Neologism

WW : Weasel Word

FL : Familiar Language

SV : Simple Vocabulary

R : Repetition

EU : Euphemism

HU : Humor

G : Glamorization

P : Potency

Table 3.3 The Observation of Syntactic Features

ABBREVIATIONS

SS : Short Sentence

LNP : Long Noun Phrase

A : Ambiguity

UI : Use of Imperative

SCL :Simple and Colloquial

Language

PT : Present Tense

SP :Syntactic Parallelism

AS : Association

EL : Ellipsis

IS : Incomplete Sentence

Sentences SS LNP A UI SC

L

P

T

SP AS EL IS


28

Table 3.4 The Observation of Persuasion Techniques

D. Data Analysis Techniques

The researcher did certain steps to answer the research questions. In

conducting qualitative research, there were three main steps that must be done

simultaneously. According to Miles & Huberman (1994), the three fundamental

steps are data reduction, data display, and conclusion drawing. Thus, this part

explains the three major steps to analyze the data that were done in the research.

1. Data Reduction

The data reduction process consists of selecting, simplifying, and

transforming the data. Miles & Huberman (1994) state that data reduction is “a form

of analysis that sharpens, sorts, focuses, discards, and organizes data in such a way

that “final” conclusion can be drawn and verified” (p. 11). Furthermore, there were

some other steps done by the researcher in conducting the research. The first step

was collecting and preparing the data to be analyzed. The researcher chose

Maybelline New York because it is one of popular makeup brands in the world. The

data were found by the researcher from the internet. Maybelline New York

Company has an official website that is always up-to-date. There are many lists of

products sort by the products’ popularity, one of them is best seller products’ list.

The research chose the products from the best seller list in Maybelline New York’s

official website. After that, the chosen best seller products were sorted by the

Advertisements Pioneering Stage Competitive Stage Retentive Stage


29

number of the good reviews. In this case, the good reviews consisted of at least four

stars. Then, the researcher searched the products’ written advertisements in google.

The second thing to do was the researcher recruited other people to be the

observers. Klein, Erchul, & Pridemore (1994) say that to build the trustworthiness,

multiple observers are necessary to remove the subjectivity. The researcher has

some qualifications in choosing the observers. First, the observers must be English

graduates. Second, the observers had studied about sociolinguistics course. There

were three observers including the researcher. The other observers were English

Language Study Program graduates of Sanata Dharma University. The researcher

contacted them via e-mail to ask a help for analyzing the data. Before analyzing the

data, the observers studied about the linguistic features and persuasion techniques

in advertising first. After that, the three observers including the researcher started

to classify the linguistic features used in written advertisements. Furthermore, all

the observers met to classify the data in the same place and time so that the

discussion had productively done.

The data were classified by applying codes and marking the words. The

researcher used different codes and signs in categorizing each feature. The codes

were needed to name each feature that appeared in the written advertisements. Then,

each feature also had their own sign. The different signs helped the observers in

identifying the features. The use of coding helped researcher in identify

information, to search and reclaim the data (Cohen, Manion, & Morrison, 2011).


30

The use of codes in analyzing the data was decided by some considerations.

In analyzing data, the mistake could be minimized because each feature had their

own codes and signs. The observers could analyzed and categorize the data easily.

Then, it could be easier and clearer for the readers to understand the exact meaning

of the codes. Below is the example box of the data coding used in the research.

Figure 3.1 Coding Scheme

Underline = Hyperbole

Orange = Neologism

Bold = Weasel Word

Box shape = Familiar Language

Oval shape = Simple Vocabulary

UPPERCASE = Repetition

{Braces} = Euphemism

Highlight = Humor

[Bracket] = Glamorization

Strikethrough = Potency

(Parentheses) = Short Sentence

“Quotation mark”= Long Noun Phrase

Super Stay Matte Ink Un-nude Liquid Lipstick

“Our most long-wearing nudes”

*Matte liquid lipstick that stays all day.*

(Up to 16hr wear… no drying!)

New “Super Stay Matte Ink Un-nude Liquid Lipstick”


31

Light green = Ambiguity

/Solidus/ = Use of Imperative

Italic = Simple and Colloquial Language

*Asterisk* = Present Tense

Green = Syntactic Parallelism

Sky Blue = Association

Red = Ellipsis

Purple = Incomplete Sentence

2. Data Display

After giving all the codes and signs, the data of linguistic features used were

placed on the observation table. They were placed and categorized one by one

sentence based on each pattern. Then, the findings were displayed in a table.

Analyzing the data with thematic analysis was the next step that the

researcher did in this research. Ibrahim (2012) defines that “thematic analysis is a

type of qualitative analysis. It is used to analyze classifications and present themes

(patterns) that relate to the data” (p. 40). It means the data will be easier and clearer

to analyze if they are arranged tidily by the pattern. The researcher used thematic

analysis in analyzing the data because it is the proper way for any study that deals

with interpretations. Ibrahim (2012) claims that “thematic analysis is considered the

most appropriate for any study that seeks to discover using interpretations” (p. 40).

It means that a good qualitative research is required to be able to draw

interpretations and be persistent with the collected data. There were six themes as


32

the patterns in gathering the data. Here are the theme observation table of each

research question:

Table 3.5 Frequent Linguistic Features Used

Theme Feature 1 Feature 2 Feature 3 Feature 4 Feature 5

Theme 1

Theme 2

Theme 3

Table 3.6 Persuasion Techniques Used

Advertisements Theme

Theme 4 Theme 5 Theme 6

The researcher applied thematic analysis to show the most frequent

linguistic features used by Maybelline New York Company in their written

advertisements. Each sentence in the written advertisements that was related with

the classified pattern was identified by the researcher and observers. In this step, all

the observers found what linguistic features were used in the written

advertisements. After that, the researcher went to the next step in the research.

Through the findings of linguistic features, the researcher and observers identified

what kind of persuasion techniques used in each written advertisement based on the

last three themes.


33

3. Conclusion Drawing

After analyzing and getting the findings, the researcher went to the final

step. The results of the finding were summarized in conclusion drawing part.

Conclusions are used to verify the data findings as the analyst proceeds (Miles &

Huberman, 1994). The researcher and observers made some claims through the

research findings. Claims were used to verify the data with the foundation theories

.

E. Triangulation

The researcher did investigator triangulation to minimize the bias.

According to Denzin & Lincoln (2005), there are many kinds of triangulation in

qualitative research. One of them is investigator triangulation which uses multiple

observers in analyzing the problem. Triangulation “involves the use of multiple and

different methods, investigators, sources and theories to obtain corroborating

evidence” (Onwuegbuzie & Leech, 2007, p.239). This technique helped the

researcher to reduce bias and examine the different perceptions.

F. Trustworthiness

The researcher did triangulation to keep the research’s trustworthiness and

minimizing the bias. Lincoln & Guba (1985) and Graneheim & Lundman (2004) in

Rolfe’s journal (2006) state some kinds of trustworthiness in a research.

Trustworthiness has been further divided into credibility, which

corresponds roughly with the positivist concept of internal validity;

dependability, which relates more to reliability; transferability, which is a

form of external validity; and confirmability, which is largely an issue of

presentation (p. 305).


34

Multiple investigators triangulation was used in this research. The multiple

observers will bring different perceptions and strengthen the integrity of the

findings. Multiple investigators triangulation also removed the subjectivity in the

research. In this research, there were two people as the other observers

in the same time and place. Therefore, all the observers met and gathered the data

together.


35

CHAPTER IV

RESEARCH FINDINGS AND DISCUSSION

This chapter elaborates the research findings and discussion in order to

answer the research questions. This chapter is divided into five sections. The first

section explains about the types and sources of data. The second part defines how

the data were analyzed by the researcher. The third part shows the answer of the

research questions about linguistic features and persuasion techniques used by

Maybelline New York Company in the written advertisements. Then, the fourth

part explains the conclusion drawing of the data findings. Furthermore, the last part

explains the relevance of the study with English language teaching.

A. Data Reduction

There were some steps in choosing and analyzing the data. The researcher

chose products based on Maybelline-New-York’s best seller list in their official

websites. There were 14 written advertisements which fulfill the qualifications.

In finding the data about linguistic features and persuasion techniques used

in the chosen written advertisements, the researcher applied investigator

triangulation in minimizing the bias. There were two people who were asked to be

the observers. They had studied the topic then analyzed the data together. There

were three observers in total including the researcher. The other observers were

English Language Education Study Program students in Sanata Dharma University,


36

both of them also studied about linguistics as well. All the observers discussed and

analyzed the data together in the same place and time.

Linguistic features in advertising by Grey (2008) and persuasion techniques

in advertising by Kleppner (1986) were used as the foundation theories in

conducting this research. There were many features to be classified, so the

researcher used coding technique for each feature. There were some considerations

in using coding in this research. Coding helped the researcher to minimize the

mistakes in analyzing because every feature had different label and pattern.

Moreover, the database could be seen clearly and the reader could understand the

meaning of the codes directly. The table below explains each category with its own

code:

Table 4.1 Coding Scheme

Categories Codes

Hyperbole Underline

Neologism Orange

Weasel Word Bold

Familiar Language Box Shape

Simple Vocabulary Oval Shape

Repetition Uppercase

Euphemism Braces

Humor Highlight

Glamorization Bracket

Potency Strikethrough

Short Sentence Parentheses

Long Noun Phrase Quotation Marks

Ambiguity Light Green


37

Categories Codes

Use of Imperative Solidus

Simple and Colloquial Language Italic

Present Tense Arterisk

Syntactic Parallelism Green

Association Sky Blue

Ellipsis Red

Incomplete Sentence Purple

Thus, the final decision of all the observers’ arguments are presented in this

chapter. The findings presented were approved and supported by the foundation

theories explained in the previous chapter. To minimize bias in the result, there were

six themes which were used to categorize the findings. Each research question had

three themes as the answer. Here is the list of themes that were found by the

researcher:

1) The linguistic features which are used to exaggerate products’ superiority

2) The linguistic features which are used to introduce new products

3) The linguistic features which are used to explain the effects of using the

products

4) The persuasion technique used to persuade consumers to buy new products

5) The persuasion technique used to compete with other products

6) The persuasion technique used to manage the products’ existence


38

B. Data Display

This section explains the answer of each research question based on the all

observers’ final agreement. In the first research question, the research focused only

on the linguistic features used in the written advertisements. It was based on the

Grey’s theory (2008) about the linguistic features in advertising. Meanwhile, in the

second research question, the research focused on the persuasion techniques used

in the written advertisements. It applied Kleppner’s theory (1986) about persuasion

techniques in advertising. The data were gathered and analyzed by the themes.

Thematic analysis was used in analyzing the classifications and patterns related

with the data (Boyatzis, 1998). It means that most used linguistic features would be

analyzed based on the research pattern.

Figure 4.1 The Contribution Data of Linguistic Features and Persuasion Techniques

used in Written Advertisements by Maybelline New York

Exaggerate products’

superiority

Introduce the new

products

The effects of using

the products

Persuade consumers

to buy new products

Compete with other

products

Manage the products’

existence

Research Question 1

Research Question 2


39

The figure of contribution data findings above represents how the linguistic

features and persuasion techniques were used by Maybelline New York in written

advertisements. The research focused in linguistic features and persuasion

techniques used in advertising. It shows that the first three themes answer the first

research question about the linguistic features used in Maybelline-New-York

written advertisements. Furthermore, the rest three themes answer the second

research question about persuasion techniques used in Maybelline-New-York

written advertisements.

1. The linguistic features which are used to exaggerate products’ superiority

Attracting consumers’ attention is one of the goals in advertising. There

were five frequent linguistic features which applied to exaggerate the products’

superiority. Moreover, it appeared many times in fourteen Maybelline-New-York

written advertisements. The data were found and agreed by all the observers. The

advertiser used it in hyperbole feature 10 times, potency feature 6 times, long noun

phrase feature 16 times, present tense feature 3 times and incomplete sentence

feature 10 times. Here are the examples of features used in sentences which

exaggerate products’ superiority.

[1] Our most long-wearing nudes.

[2] All-day relentless perfection ends the mirror check

[3] Applicator shapes to create perfectly defined brows.

[4] Super Stay 24 Liquid Lipstick Super Impact.

[5] Matte liquid lipstick that stays all day.

[6] Super Stay Full Coverage Foundation.


40

2. The linguistic features which are used to introduce new products

Advertisers make advertisements to announce their product to the

consumers, whether the product is new or old. Furthermore, all the observers found

that almost all of Maybelline-New-York written advertisements applied five

frequent linguistic features to introduce the new products. They appeared in

hyperbole feature 10 times, potency feature 3 times, long noun phrase feature once,

present tense and incomplete sentence features 2 times. The data were found and

agreed by all the observers. Below are the example of the use of linguistic features

in introducing new products:

[1] New Big shot volume.

[2] Our first longwear foundation that improves skin’s appearance.

[3] Now back in blue.

[4] 8 new shades. Fit Me! Now 40 fits in all.

[5] Our 1st chrome powder.

3. The linguistic features which are used to explain the effects of using

the products

Advertisements were made in order to persuade the readers to buy a product.

The advertisers have to choose the appropriate and interesting words to build

consumers’ belief in consuming the products. All the observers agreed that

Maybelline New York Company applied five most used linguistic features to

persuade consumers by mentioning the effects of consuming the products. The use


41

of influence words can build new belief in consumers’ thought. The research found

that those words appeared in hyperbole and long noun phrase features 5 times,

potency features 5 times, present tense 20 times and incomplete sentence features

19 times. The data were found and agreed by all the observers. Here are the

examples of the five linguistic features used in explaining the effects of using the

products:

[1] 80% saw bigger bolder

[2] Brighter, more even, stress-free.

[3] The hottest way to glow.

[4] Blurring powders control shine and blur ores.

[5] Feel the compulsion.

[6] Up to 24HR full-coverage transformation.

4. Persuasion technique used to persuade consumers to buy new

products

There are three steps of persuasion techniques in advertising. One of them

is pioneering stage. It is the first step in advertising, so the aims of this step is

introducing the new products to the consumers (Kleppner, 1986). There were nine

written advertisements by Maybelline New York that announced the new products.

All the observers found that those written advertisements mostly used new to inform

the recent released product. The data were found and agreed by all the observers.

Below the written advertisements lists by Maybelline New York which persuaded

consumers to buy a new product through advertisement:


42

[1] Super Stay Matte Ink Un-nude Liquid Lipstick

[2] Color Sensational Shaping Lip Liner

[3] Color Sensational Matte Metallics Lipstick

[4] Super Stay Better Skin Foundation

[5] Shine Compulsion lipstick Make Up By Color Sensational

[6] The 24k Nude Eyeshadow Palette

[7] Super Stay Full Coverage Foundation

[8] Face Studio Master Chrome Metallic Highlighter Makeup

[9] Dream Cushion Fresh Face Liquid Foundation

5. Persuasion technique used to compete with other products

The second persuasion step is competitive stage. In this step, the product

advertised usually is competing with another brand or product (Kleppner, 1986).

The researcher found some Maybelline-New-York written advertisements applied

this technique to compare the product with other products. The data were found and

agreed by all the observers. The list below presents Maybelline-New-York written

advertisements which used persuasion techniques to compete with other products:

[1] Volum’ Express The Colossal Big Shot

[2] Super Stay 24 Liquid Lipstick Super Impact

[3] Brow Drama Shaping Chalk Eyebrow Powder

[4] Fit Me Matte + Poreless Foundation

6. Persuasion technique used to manage the products’ existence

The last step of persuasion technique in advertising by Kleppner (1986) is

retentive stage. In this stage, the product advertised was already well known by the


43

consumers. It means that the advertiser just manages the existence of the product

by advertising. The data were agreed by all the observers. The observers only found

one written advertisement of Maybelline New York which managed the popular

product by advertising.

[1] Great Lash Royal Blue Washable Mascara

All the observers found some findings about the linguistic features and

persuasion techniques used in advertising. The complete findings of the research

are obtainable in the tables that placed in appendix III.

C. Conclusion Drawing

After analyzing the data, the researcher made some conclusions and claims

related with the research findings of the linguistic features and persuasion

techniques used in written advertisements by Maybelline New York. This section

explains the conclusion and claims of the findings.

1. Linguistic Features Used by Maybelline New York

This part shows the result of the discussion which done by the observers.

Here is the table of the linguistic features used in Maybelline-New-York written

advertisements. The detailed table of linguistic features used in written

advertisement is presented in the appendix II part.


44

Table 4.2 Linguistic Features Used

in Written Advertisement by Maybelline New York

No Linguistic Features

Is it used in Maybelline-New-York

written advertisements?

Yes No

1 Hyperbole

2 Neologism

3 Weasel Word

4 Familiar Language

5 Simple Vocabulary

6 Repetition

7 Euphemism

8 Humor

9 Glamorization

10 Potency

11 Short Sentence

12 Long Noun Phrase

13 Ambiguity

14 Use of Imperative

15 Simple & Colloquial

Language

16 Present Tense

17 Syntactic Parallelism

18 Association

19 Ellipsis

20 Incomplete Sentence

From the table above, all the observers found that Maybelline-New-York

written advertisements did not use all linguistic features defined by Grey (2008) in

advertising. There were two lexical features and two syntactic features did not apply

by the advertiser. They are neologism, euphemism, ambiguity and syntactic


45

parallelism. While, all the observers defined that hyperbole, potency, long noun

phrase, present tense and incomplete sentence are the most used linguistic features

in Maybelline-New-York written advertisements.

a. Hyperbole

Describing something extravagantly is a powerful way to grab consumers’

attention. Leech (1972) states that hyperbole is often related with personal value

and sentiments such as opinion and personal feeling in exaggerating manner. The

research confirms that the use of hyperbole features mostly explains the company’s

excessive opinion about the product’s specifications. Hyperbole words were also

used to introduce new products and explain the effects of using the products.

In Volum’ Express The Colossal Big Shot Washable Mascara, for example,

the use of The Colossal Big Shot describes how big the mascara’s brush is and also

the result of using the products. The word Colossal means extraordinary great in

size, extent and degree. The advertiser used the word Big too after Colossal,

meanwhile the meaning is almost the same. They both were used to hyperbole the

product in a brief description in order to make a new thought in consumers’ mind.

Thus, when consumers read that, they believe that their eyelash’s volume will be

extraordinarily great if they use this product.

In Super Stay Better Skin Foundation, the word New Super Stay Better Skin

describes the superiority of the product, which has a good endurance as foundation.

The advertiser added word super before stay to made the consumers think

exaggeratedly that it is the outstanding product which stay on the face as the makeup

foundation.


46

The word new was one of dominating hyperbole words that used in

Maybelline-New-York written advertisements. It can be found in the products’

name. There were 10 out 14 advertisements used the word new to highlight the

existence of Maybelline New York current products. The other words such as super,

perfectly, more, most, and than ever also revealed the use of hyperbole in


b. Potency

Potency feature was used in 10 Maybelline-New-York written

advertisements. Grey (2008) defines potency words as words which are able to offer

new value, novelty or immediacy. The researcher and observers agree with this

statement. All the observers found that potency was used by the advertiser to

explain the superiority value and also the effects of using the products. An example

is our 1st chrome powder in Face Studio Master Chrome Metallic Highlighter. The

word 1st could be considered a potency word. It explained the value of the product.

The consumers may conclude that the product is new in Maybelline New York

Company. It was the first chrome highlighter. Similar with it, upper Stay Better

Skin Foundation used our first longwear foundation as the potency feature. From

the words our first, the consumers know that the product is the first foundation

which stay long wear on the face.

Potency words also offer some novelty when consuming the product. For

example, the use of the word stress-free offers the good novelty to the consumers.

Moreover, it builds the consumers’ belief in deciding to buy the product. The other


47

potency words found in Maybelline-New-York written advertisements were super,

defined, bigger, great, and super stay.

c. Long Noun Phrase

Long noun phrase feature was used to describe the products’ superiority

mostly in the products’ name. A long noun phrase helps the advertiser to offer and

describe the products’ specialty in one sentence. Grey (2008) states that long noun

phrase feature in advertisement is usually used to describe the product in more than

three words or more than two independent phrases. The statement was confirmed

by the researcher. It could be seen in the Maybelline New York products’ names

which have more than one independent phrases, for example in Super Stay Full

Coverage Foundation advertisement.

There was two long noun phrase. They were Super Stay Full Coverage

Foundation as the product name and Up to 24HR full-coverage transformation.

Those long noun phrases had the same purpose to explain the products’ qualities.

Most of long noun phrases in Maybelline-New-York written advertisements were

describing and explaining the effects of the product, the benefits when using the

product, and also a challenge for the consumer to prove what were written in

advertisements.

d. Present Tense

The observers found 13 written advertisements which used present tense

feature. There was only one written advertisement which did not use present tense.

Grey (2008) says that present tense in advertising implies the universal timelessness.


48

This statement was confirmed by the researcher and the observers while analyzing

the data. In this research, the advertiser used present tense to make the consumers

feel the effects of the product specifications. Therefore, when consumers read the

advertisements, they can feel the real time effect.

As an example, there were four present tense in Super Stay 24 Liquid

Lipstick Super Impact advertisement. They are All-day relentless perfection ends

the mirror check, Cracks under pressure, Looks + feel fresh, and I don’t have time

for it. The words ends, cracks, looks, and do not have clearly showed the use of

present tense. It makes the consumers like feel the real sensation of the ends of

mirror check and cracking face with the fresh look, then finally consumers do not

have a time for think twice to buy the product. The consumers have imagined the

benefits even before buying the product. This is what the advertiser wants in the

end. Other examples of present tense are see it, believe it, helps lipstick stay longer,

reduces lipstick bleeding and blurring powders control shine and blur ores.

e. Incomplete Sentence

Advertisements can be seen every time and everywhere. In written language,

advertisers must be aware of long sentences that are not important to show. Using

incomplete sentence in advertising is a good idea. Many people read written

advertisement quickly. They just read the point of the advertisement. Incomplete

sentence feature helps the consumers catch the key point of the message in

advertisement easily (Grey, 2008). It was confirmed and used in 12 written

advertisements to explain the information of products briefly in a simple way.


49

Advertisements must be clear and brief to make the readers understand and

remember the product easily.

Maybelline New York mostly used incomplete sentence in advertising the

products. From 14 written advertisements, there were only two advertisements

which did not use incomplete sentence. They used incomplete sentence to

exaggerate products’ superiority, introduce the new products, and explain the

effects of using the product briefly but still informative. In Color Sensational

Shaping Lip Liner advertisement, there was a sentence Helps lipstick stay longer.

This sentence was not complete. In grammatical rules, the sentence was incorrect

because many words were missing. If the advertisers use complete message, it must

be like The Color Sensational Shaping Lip Liner helps your lipstick to stay longer

than before.

2. Persuasion Techniques Used by Maybelline New York

After finding the use of linguistic features in each written advertisements,

the observers analyzed the use of persuasion techniques based on Kleppner’s theory

in 1986. There are three types of persuasion techniques in advertising based on

marketing and human characteristics. Those techniques are pioneering stage,

competitive stage, and retentive stage. This part explains the findings of persuasion

techniques used in fourteen Maybelline-New-York written advertisements. Here is

the conclusion table of persuasion techniques used in Maybelline-New-York



50

Table 4.3 Persuasion Techniques Used

in Written Advertisement by Maybelline New York

No

Advertisements

Persuasion Techniques

Pioneer

Stage

Competitive

Stage

Retentive

Stage

1 Super Stay Matte Ink Un-nude

Liquid Lipstick

2 Great Lash Royal Blue

Washable Mascara

3 Color Sensational Shaping Lip

Liner

4 Volum’ Express The Colossal

Big Shot Washable Mascara

5 Super Stay 24 Liquid Lipstick

Super Impact

6 Color Sensational Matte

Metallics Lipstick

7 Super Stay Better Skin

Foundation

8 Brow Drama Shaping Chalk

Eyebrow Powder

9 Fit Me Matte + Poreless

Foundation

10 Shine Compulsion lipstick

Make Up By Color Sensational

11 The 24k Nude Eyeshadow

Palette

12 Super Stay Full Coverage

Foundation

13 Face Studio Master Chrome

Metallic Highlighter Makeup

14 Dream Cushion Fresh Face

Liquid Foundation

From the table above, all the observers agreed that almost all the

Maybelline-New-York written advertisements used pioneering stage as the

persuasion technique in advertising. Four of them used competitive stage as the


51

persuasion technique and one of them used retentive stage as the persuasion

technique to grab the consumers’ attention.

a. Pioneering Stage

There were 9 written advertisements which applied this persuasion

technique. It was because those written advertisements fulfil all the purpose of the

pioneering stage. Introducing new products with its specifications and the need for

readers is the purpose of pioneering stage in persuasion techniques based on

Kleppner (1986). All the observers found and confirmed that those nine written

advertisements were made to introduce new products, show that products fulfil the

consumers’ need, and the products were really beneficial to have. Almost all of

those written advertisements used the word new to attract consumers’ attention in

informing their new products.

Face Studio Master Chrome Metallic Highlighter Makeup written

advertisement used our 1st to announce the company’s new product. It also

explained the specifications in detail. Meanwhile, in Super Stay Better Skin

Foundation written advertisement, the word new was the clue that expressed the use

of pioneering stage. The word new showed that it was the new foundation product

which had been released by Maybelline. Moreover, the advertisement also

presented the good effects and benefits of the product in detail.

The other written advertisements such as Super Stay Matte Ink Un-nude

Liquid Lipstick, Color Sensational Lip Liner, Color Sensational Matte Metallics

Lipsticks, Shine Compulsion Lipstick, The 24K Nude Eyeshadow Palette, Super

Stay Full Coverage Foundation, and Dream Cushion Fresh Face Liquid Foundation


52

applied pioneering stage as the persuasion techniques with the word new as the

word that could attract consumers’ attention. With this word and the detail

information, consumers would be curious about the new product and wanted to try

the products.

b. Competitive Stage

In this technique, advertisers want to prove that the product is the best

among the other brands of the same kind. The purpose of advertising the product is

to compete with another product (Kleppner, 1986). The specialty of the product

must be written in advertisement as the product’s characteristic. In this research,

there were four written advertisements of Maybelline New York that used

competitive stage as the persuasion technique. Those written advertisements

fulfilled the purpose of competitive stage in advertising by Kleppner (1986).

All the observers found that the products of those written advertisement

were competing with another same product. For example, there was trend alert

word in Brow Drama Shaping Chalk Eyebrow Powder. In this case, those words

showed that the product was in trending. The booming products usually had many

rival in selling the product which means that the product was in competition with

other products. Thus, persuasion technique used in the advertisement must be

competitive stage.

Another written advertisements which used competitive stage as the

persuasion technique was Fit Me + Poreless Foundation. In this advertisement, the

observers found more mattifying shades than ever as the comparative word.

Comparative word was used to compare something with another whether better or


53

worse. It means that the product was competing with another product so that this

written advertisement used competitive stage to persuade the consumer. The other

Maybelline-New-York written advertisements that used competitive stage were

Volum Express Colossal Big Shot and Super Stay 24 Liquid Lipstick.

c. Retentive Stage

Retentive stage is used by the advertiser when the product has been well-

known and used by consumers. Based on Kleppner (1986), the purpose of this stage

is to manage the product existence. In this research, there was only one Maybelline-

New-York written advertisements which used retentive stage as the persuasion

technique. The observers found that this written advertisement used retentive stage

to fulfil its purpose in reminding the consumers that the product is still exist. The

product advertised has already well known and used by consumers.

In Great Lash Royal Blue Washable Mascara written advertisement, there

was Now back in blue. It explained that the product went back in sale but in different

color. Based on Maybelline New York’s official website, Great Lash was still

American’s favorite mascara after 40 years. It means that the product was popular

among the consumers. All the observers agreed that it used retentive stage as the

persuasion technique.

Based on the findings, there are several claims found by the researcher

through this research:

1) Maybelline New York Company frequently used five linguistic

features in written advertisements: hyperbole, long noun phrase,


54

potency, present tense, and incomplete sentence. They make the

advertisement effective and the consumers can catch the message

easily.

2) Maybelline New York Company used pioneering stage and

competitive stage more frequent as the persuasion techniques to

persuade the consumers to buy new products and to compete with

other products.

3) Maybelline New York mostly advertise the new products to inform

the consumers.

4) Written advertisements by Maybelline New York are good and

understandable.

D. The Research Relevance with English Language Teaching

This linguistic research has a relevance with English language teaching,

especially teaching English for Specific Purpose (ESP) and genre-based teaching.

Petrovska (2008) says in her journal that “advertisements are often used in the ESP

classroom to explore the culture presented through a particular advert” (p. 168).

Through the linguistic features and persuasion techniques of advertising, ESP

students learn the new language styles and also the new culture. Meanwhile, the

research also has a relevance with genre-based teaching. In Indonesia, ‘genre’ is

quite popular in teaching field. Dirgeyasa (2016) states “genre is then defined the

use of the language by means of typical and specific way in order to achieve specific

goals” (p. 46). It means that learning linguistic features and persuasion techniques

used in advertisements is one of genre-based teaching activity. Teachers may use


55

the research topic in teaching English language with genre-based teaching,

especially genre writing. Students will improve their writing skill while learning

and making advertisements with the suitable linguistic features and persuasion

techniques.


56

CHAPTER V

CONCLUSIONS, IMPLICATIONS

AND RECOMMENDATIONS

In this chapter, the researcher presents three sections. Those sections are

conclusions, implications, and recommendations of the study.

A. Conclusions

This section explains the summary of this research. The research aimed to

find out the linguistic features and persuasion techniques used in Maybelline-New-

York written advertisements. The researcher used document analysis as the method

to analyze the data. The data were analyzed based on Grey’s theory (2008) for the

linguistic features in advertising and Kleppner’s theory (1986) for the persuasion

techniques in advertising.

Based on the findings and discussion, all the observers found that not all

linguistic features were used by Maybelline New York Company. All the observers

defined that hyperbole, long noun phrase, present tense, incomplete sentence, and

potency were linguistic features used more frequent in Maybelline-New-York


Hyperbole and long noun phrase features were applied in every written

advertisement. Hyperbole feature is mostly applied to excessively explain the

company’s opinion about the product’s specifications. It is also mostly used to

introduce new products. Hyperbole features was applied twenty five times in



57

While, long noun phrase feature was used to describe the products’

superiority mostly in the products’ names. Grey (2008) states that long noun phrase

feature in advertisement is usually used to describe the product in more than three

words or more than two independent phrases. It can be that Maybelline New York

products’ names have more than one independent phrases, for example Volum’

Express The Colossal Big Shot Washable Mascara.

The observers found there were thirteen written advertisements which used

present tense feature. In this research, the advertiser used present tense to make the

consumers feel the effects of the product specifications. Thus, when consumers read

the advertisements, they can feel the real time effect. For example, see it, believe it,

helps lipstick stay longer, reduces lipstick bleeding and blurring powders control

shine and blur ores.

Incomplete sentence feature was used in twelve written advertisements to

explain the information of products briefly in a simple way. The researcher found

that Maybelline-New-York written advertisements used incomplete sentence

feature most of the time than other linguistic features. It was applied thirty one time.

It was used to create the simple and memorable words or sentences in the

advertisements. This feature helps the consumers catch the key point of the message

in advertisement easily (Grey, 2008). It means that advertisements must be clear

and brief to make the readers understand and remember the product easily.

Last but not least, potency feature was used in ten Maybelline-New-York

written advertisements. Grey (2008) defines potency words as the words which are

able to offer new value, novelty or immediacy. All the observers found that


58

potency is used by the advertiser to explain the superiority value of the products.

It also offered some novelty when consuming the product. For example, the use of

the word stress-free offers the good novelty to the consumers. Moreover, it built

the consumers’ belief in deciding to buy the product.

After finding the use of linguistic features, the observers analyzed what

kind of persuasion techniques used by Maybelline New York Company to

persuade consumers. Almost all Maybelline-New-York written advertisements

used pioneering stage as the persuasion technique in advertising. There were nine

written advertisements which applied this persuasion technique. The purpose of

this technique was to introduce the new product and show that the product fulfils

the consumers’ need and the product is really beneficial. Almost all of those

written advertisements used the word new to attract consumers’ attention in

informing their new product. The other written advertisement which used this

persuasion technique used our 1st as their new product information.

The other four Maybelline-New-York written advertisements used

competitive stage as the persuasion technique in advertising the products. In this

stage, the products were competing with another same product. It showed in the

comparative words that used by the advertiser: more mattifying shades than ever.

There was also a written advertisement that used trend alert to attract consumers’

attention. This word made the new consumers’ believe that trending product is

good to buy.

Lastly, there was only one Maybelline-New-York written advertisement

which used retentive stage as the persuasion technique. The observers found that


59

this written advertisement used retentive stage to fulfil its purpose in reminding

the consumers that the product was still exist. The product which was advertised

already well known and used by consumers.

To summarize, the researcher and the observers agreed that written

advertisements by Maybelline New York are good and effective. They used the

appropriate linguistic features that makes consumers understand the point easily.

B. Implications

The researcher has expectation that this study can be useful, especially in

English language teaching field. The research discussed about linguistic features

and persuasion techniques in advertisements, so the research can be the material in

teaching English for Specific Purpose (ESP) and genre-based teaching. Through the

linguistic features and persuasion techniques of advertising, ESP students learn the

new language styles and also the new culture. The learning process will be more

interesting and enjoyable. Students can explore the language structure and function

of the visual or printed advertisements.

Then, teachers may use the research topic in teaching English language with

genre-based teaching, especially genre writing. Knowing the linguistic features and

persuasion techniques of advertising helps students in improving their writing skill.

Students can make the good advertisements with the appropriate language styles.


60

C. Recommendations

The researcher has recommendation for the future researchers who have the

same interest in linguistic field, especially in analyzing linguistic features and

persuasion techniques in advertisements. The future researchers should find another

kind of written advertisements as the research’s object such as written

advertisements in magazine and newspaper. Hopefully, the future researchers can

improve the research and make it more interesting.


61

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APPENDICES


64

APPENDIX I

Written Advertisements by Maybelline New York

Super Stay Matte Ink Un-nude Great Lash Royal Blue

Liquid Lipstick Washable Mascara

Brow Drama Shaping Chalk Dream Cushion Fresh

Face


65

Color Sensational Shaping Lip Liner Super Stay 24 Liquid Lipstick

Super Impact

Color Sensational Fit Me Matte + Poreless

Matte Metallics Lipstick Foundation

Volum’ Express The Colossal Big Shot Washable Mascara


66

Super Stay Better Skin Foundation Shine Compulsion lipstick Make

Up By Color Sensational

The 24k Nude Eyeshadow Palette Super Stay Full Coverage Foundation

Face Studio Master Chrome Metallic Highlighter Makeup


67

APPENDIX II

Observation Table of Lexical Features Used

in Written Advertisements by Maybelline New York

H : Hyperbole

N : Neologism

WW : Weasel Word

FL : Familiar Language

SV : Simple Vocabulary

R : Repetition

EU : Euphemism

HU : Humor

G : Glamorization

P : Potency


“Super stay matte ink un-nude liquid lipstick”




New super stay matte ink un-nude

“Color sensational shaping lip liner”

Fuller, defined lips.

New Color sensational shaping lip liner

(*Helps lipstick stay longer*.)

( *Reduces lipstick bleeding.*)

Available in 8 shades


68


“Volum’ express the colossal big shot washable mascara”

New [“Big shot volume.”]

/*SEE IT. BELIEVE IT.*/

80% saw [“BIGGER BOLDER volume.”]

/Discover more./

“Super stay 24 liquid lipstick super impact”

(*All-day relentless perfection ends the mirror check.*)

NO FLAKING. NO CAKING. NO DRYING.

Super stay 24 color

All-day color + comfort from super stay 24 color with micro-flex

technology

Without micro-flex: *Cracks under pressure*

With micro-flex *Looks + feel fresh.*

Mirror check?* I don’t have time for it*.


[“Color sensational matte metallics lipstick”]

New [brushed metal finish gleams with sophistication.]

(*Now mattes ignite.*)

New Color sensational matte metallics

10 brushed metallic shades.

[Ignite the light.]

“Super stay better skin foundation”

/Stop stressing about your skin./


69


All-day flawless coverage, better-looking skin in 3 weeks.

“New superstay better skin”

*(Our first longwear foundation that improves skin’s

appearance)*

(*EVERY MINUTE YOU’RE IN IT.*)

Brighter. More even. Stress-free.

Bye-bye spots dullness unevenness

“Brow drama shaping chalk eyebrow powder” (2108)

Trend alert.

[Flawlessly shaped brows with browdrama shaping powder]

(Soft powder evenly fills brows.)

“Thick-to-thin brush”

*[“Applicator shapes to create perfectly defined brows”]*

“Fit Me Matte + Poreless Foundation” (2031)

/*Make fit happen.*/

*Fit skin tone and texture.*

Now in more mattifying shades than ever.

FIT me! Matte + Poreless Liquid Foundation.

(*Blurring powders control shine and blur ores.*)

For our most natural look.

8 8 new shades. Fit Me! Now 40 fits in all.

Individuality?(* I’m all for it.*)

“Shine Compulsion lipstick Make Up By Color Sensational”


70


New Shine compulsion by color sensational

Color so saturated.

Shine so irresistible.

/*Feel the compulsion.*/

[“The 24k Nude Eyeshadow Palette”]

Fashioned for flash, [From gilded glints to major metals.]

/*Dare to go nude.*/

New The 24k nudes palette

(*When I dare to go nude, it’s pure gold.*)

“Great Lash Royal Blue Washable Mascara”

(*Now back in blue.*)

*Love the Royal Blue*.

Perfect Blue Mascara

Good to have you back royal blue.

New “Super Stay Full Coverage Foundation”

The “superpower of makeup”

“Up to 24HR full-coverage transformation.”

“Face Studio Master Chrome Metallic Highlighter Makeup”

The hottest way to glow.

Our 1st chrome powder for a warm metallic sheen.

New Master chrome

Metallic highlighter

[Reflective metallic pigments for a chrome sheen.]


71


Flattering for most skin tones.

*Heat things up.*

*/Show us how you #masterchrome/*

“Dream Cushion Fresh Face Liquid Foundation”

New Dream cushion

Liquid foundation on -the-go

*Reimagine complete*,

[luminous coverage.]

Totals 25 0 14 11 12 4 0 2 11 17


72

Observation Table of Syntactic Features Used

in Written Advertisements by Maybelline New York

SS : Short Sentence

LNP: Long Noun Phrase

A : Ambiguity

UI : Use of Imperative

SCL:Simple and Colloquial Language

PT : Present Tense

SP :Syntactic Parallelism

AS : Association

EL : Ellipsis

IS : Incomplete Sentence

Sentences SS LNP A UI SCL PT SP AS EL IS

“Super stay matte ink un-nude liquid lipstick”




New super stay matte ink un-nude

“Color sensational shaping lip liner”

Fuller, defined lips.

New Color sensational shaping lip liner

(*Helps lipstick stay longer*.)

( *Reduces {lipstick bleeding}.*)


“Volum’ express the colossal big shot washable mascara”


73


New [“Big shot volume.”]

/*SEE IT. BELIEVE IT.*/

80% saw [“BIGGER BOLDER volume.”]

/Discover more./

“Super stay 24 liquid lipstick super impact”

(*All-day relentless perfection ends the mirror check.*)

NO FLAKING. NO CAKING. NO DRYING.

Super stay 24 color

All-day color + comfort from super stay 24 color with micro-

flex technology

Without micro-flex: *Cracks under pressure*

With micro-flex *Looks + feel fresh.*

Mirror check?* I don’t have time for it*.


[“Color sensational matte metallics lipstick”]

New [brushed metal finish gleams with sophistication.]

(*Now mattes ignite.*)

New Color sensational matte metallics

10 brushed metallic shades.

[Ignite the light.]

“Super stay better skin foundation”

/Stop stressing about your skin./

All-day flawless coverage, better-looking skin in 3 weeks.


74


“New superstay better skin”

*(Our first longwear foundation that improves skin’s

appearance)*

(*EVERY MINUTE YOU’RE IN IT.*)

Brighter. More even. Stress-free.

Bye-bye spots dullness unevenness

“Brow drama shaping chalk eyebrow powder”

Trend alert.

[Flawlessly shaped brows with browdrama shaping powder]

(Soft powder evenly fills brows.)

“Thick-to-thin brush”

*[“Applicator shapes to create perfectly defined brows”]*

“Fit Me Matte + Poreless Foundation”

/*Make fit happen.*/

*Fit skin tone and texture.*

Now in more mattifying shades than ever.

FIT me! Matte + Poreless Liquid Foundation.

(*Blurring powders control shine and blur ores.*)

For our most natural look.

9 8 new shades..

Fit Me! Now 40 fits in all

Individuality?(* I’m all for it.*)

“Shine Compulsion lipstick Make Up By Color Sensational”


75


New Shine compulsion by color sensational

Color so saturated.

Shine so irresistible.

/*Feel the compulsion.*/

[“The 24k Nude Eyeshadow Palette”]

Fashioned for flash, [From gilded glints to major metals.]

/*Dare to go nude.*/

New The 24k nudes palette

(*When I dare to go nude, it’s pure gold.*)

“Great Lash Royal Blue Washable Mascara”

(*Now back in blue.*)

*Love the Royal Blue*.

Perfect Blue Mascara

Good to have you back royal blue.

New “Super Stay Full Coverage Foundation”

The “superpower of makeup”

“Up to 24HR full-coverage transformation.”

“Face Studio Master Chrome Metallic Highlighter Makeup”

The hottest way to glow.

Our 1st chrome powder for a warm metallic sheen.

New Master chrome

Metallic highlighter

[Reflective metallic pigments for a chrome sheen.]


76


Flattering for most skin tones.

*Heat things up.*

*/Show us how you #masterchrome/*

“Dream Cushion Fresh Face Liquid Foundation”

New Dream cushion

Liquid foundation on -the-go

*Reimagine complete*,

[luminous coverage.]

Totals 12 22 0 7 6 24 0 2 10 33


77

APPENDIX III

Theme Table of Frequent Linguistic Features Used

Theme Hyperbole Potency Long Noun Phrase Present tense Incomplete

Sentence

Exaggerate

products’

superiority

Most-long.

Super Stay.

Relentless

perfection.

Super Impact.

Now mattes

ignite.

Super Stay.

Perfectly.

Perfect.

The

superpower.

The Colossal

Big Shot.

Super Stay

Matte.

Super Impact.

Super Stay

24.

Super Stay.

Super Stay

Full

Coverage.

Sensational

Super Stay Matte

Ink Un-nude Liquid

Lipstick.

Our most-long

wearing nudes.

Color Sensational

shaping lip liner.

Volum’ Express

The Colossal Big

Shot Washable

Mascara .

Super Stay 24

Liquid Lipstick

Super Impact.

Color Sensational

Matte Metallics

Lipstick

Super Stay Better

Skin Foundation.

Matte liquid

lipstick that

stays all day.

Now mattes

ignite.

Love the Royal

Blue.

Available in 8

shades

Available in 30

shades.

Now mattes

ignite.

10 brushed

metallic shades

Soft powder

evenly fills

brows.

Fashioned for

flash, from

gilded glints to

major metals.

Love the Royal

Blue.

Perfect Blue

Mascara.


78

Brow Drama

Shaping Chalk

Eyebrow Powder.

FIT me! Matte +

Poreless Liquid

Foundation.

Shine Compulsion

Lipstick Make Up

by Color

Sensational.

The 24k Nudes

Eyeshadow Pallete.

Great Lash Royal

Blue Washable

Mascara.

Super Stay Full

Coverage

Foundation.

The superpower of

makeup.

Face Studio Master

Chrome Metallic

Highlighter

Makeup.

Good to have

you back royal

blue.

Liquid

foundation on-

the-go.


79

Dream Cushion

Fresh Face Liquid

Foundation.

Introduce the

new products

New Color

Sensational

shaping lip.

New Super

Stay Matte.

New Big shot

volume.

New Color

Sensational

Matte

Metallics

Lipstick.

New Superstay.

New Shine

Compulsion by

Color

Sensational.

New The 24k

Nudes Pallete.

New brushed.

Our first

longwear

foundation.

Our 1st

chrome

powder.

New Superstay

better skin.

Our first

longwear

foundation that

improves

skin’s

appearance.

Now back in

blue.

8 new shades.

Fit Me! Now 40

fits in all.

Now back in

blue


80

New Super

Stay Full

Coverage.

New Master

Chrome

Metallic

Highlighter.

New Dream

Cushion Fresh

Face.

The effects of

the products

80% saw

bigger bolder.

Brighter, more

even, stress-

free.

More

mattifying

shades than

ever.

The hottest

way to glow.

Brow Drama

Shaping Chalk.

80% saw

bigger bolder

volume.

Fuller, defined

lips.

Fit skin tone

and texture.

Great Lash.

Stress-free

Big shot volume.

Bigger bolder

volume.

Thick-to-thin brush

Applicator shapes

to create perfectly

defined brows.

Up to 24HR full-

coverage

transformation.

See it.

Believe it.

Helps lipstick

stay longer.

Reduces lipstick

bleeding.

All-day

relentless

perfection ends

the mirror

check.

Cracks under

pressure.

See it. Believe

it.

80% saw bigger

bolder

Helps lipstick

stay longer

Reduces lipstick

bleeding

No flaking. No

caking. No

drying.

Without Micro-

Flex: Cracks

under pressure.


81

Looks + feel

fresh.

I don’t have

time for it.

Every minute

you’re in it.

Applicator

shapes to create

perfectly

defined brows.

Fit skin tone

and texture.

Make fit

happen.

Blurring

powders control

shine and blur

ores.

I’m all for it.

Feel the

compulsion.

Dare to go nude.

With Micro-

Flex: Looks +

feel fresh.

Better-looking

skin in 3 weeks.

Flawlessly

shaped brows

with browdrama

shaping powder.

Thick-to-thin

brush.

Make fit

happen.

Fit skin and

texture.

Color so

saturated.

Shine so

irresistible.

Feel the

compulsion.

Dare to go nude.

The hottest way

to glow.


82

When I dare to

go nude, it’s

pure gold.

Heat things up.

Show us how

you

#MASTERCHR

OME.

Reimagine

complete.

Flattering for

most skin tones.

Heat things up.


83

Theme Table Checklist of Persuasion Techniques

No

Advertisements

Themes

Persuade to buy

new products

Compete with

other products

Manage the

products’

existence

1 Super Stay Matte Ink Un-nude Liquid Lipstick

2 Great Lash Royal Blue Washable Mascara

3 Color Sensational Shaping Lip Liner

4 Volum’ Express The Colossal Big Shot Washable Mascara

5 Super Stay 24 Liquid Lipstick Super Impact

6 Color Sensational Matte Metallics Lipstick

7 Super Stay Better Skin Foundation

8 Brow Drama Shaping Chalk Eyebrow Powder

9 Fit Me Matte + Poreless Foundation

10 Shine Compulsion lipstick Make Up By Color Sensational

11 The 24k Nude Eyeshadow Palette

12 Super Stay Full Coverage Foundation

13 Face Studio Master Chrome Metallic Highlighter Makeup

14 Dream Cushion Fresh Face Liquid Foundation


Documents

AN ANALYSIS OF THE LINGUISTIC FEATURES AND PERSUASION