STYLISTIC ANALYSIS OF FIVE NATIONAL GEOGRAPHIC …

STYLISTIC ANALYSIS OF FIVE NATIONAL GEOGRAPHIC

MAGAZINE COVERS IN 2020

AN UNDERGRADUATE THESIS

Submitted as a Partial Fulfillment of the Requirements

For the Degree of Sarjana Sastra

in English Letters

By

VINCENTIUS SETO ARIWIBOWO

Student Number: 174214151

DEPARTMENT OF ENGLISH LETTERS

FACULTY OF LETTERS

UNIVERSITAS SANATA DHARMA

YOGYAKARTA

2021

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

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AN UNDERGRADUATE THESIS

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Submitted as a Partial Fulfillment of the Requirements

For the Degree of Sarjana Sastra

in English Letters

By

VINCENTIUS SETO ARIWIBOWO

Student Number: 174214151

DEPARTMENT OF ENGLISH LETTERS

FACULTY OF LETTERS

UNIVERSITAS SANATA DHARMA

YOGYAKARTA

2021


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A Sarjana Sastra Undergraduate Thesis


iv

A Sarjana Sastra Undergraduate Thesis


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STATEMENT OF ORIGINALITY

I certify that this undergraduate thesis contains no material which has been previously

submitted for the award of any other degree at any university, and that, to the best of

my knowledge, this undergraduate thesis contains no material previously written by

any other person except where due reference is made in the text of the undergraduate

thesis.

January 12, 2021

Vincentius Seto Ariwibowo


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LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma

Nama : Vincentius Seto Ariwibowo

Nomor Mahasiswa : 174214151

Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan

Universitas Sanata Dharma karya ilmiah saya yang berjudul



Beserta perangkat yang diperlukan (bila ada). Dengan demikian, saya memberikan

kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan

dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data,

mendistribusikan secara terbatas, dan mempublikasikannya di internet atau media lain

untuk kepentingan akademis tanpa perlu meminta ijin kepada saya maupun

memberikan royalty kepada saya selama tetap mencantumkan nama saya sebagai

penulis.

Demikian pernyataan ini saya buat dengan sebenarnya.

Dibuat di Yogyakarta

Pada tanggal 12 Januari 2021

Yang menyatakan,



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(Buddha)


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ACKNOWLEDGEMENTS

First of all, I would like to express my gratefulness to Jesus Christ, who has

given me strength and health so that I can finish my study and undergraduate thesis in

time. Secondly, I would also like to express my biggest gratitude to my thesis advisor,

Arina Isti’anah, S.Pd., M.Hum. for her support and advice towards writing this

research. I would also deliver my gratitude to my co-adviso, Almira Ghassani Sabrina

Romala, S.S., M. A., for the counsels, corrections, and suggestions towards my thesis.

I sincerely would like to thank my father, Emanuel Sumaryono, my mother

Prinsila Niken Mastuti, my older brother, Johanes tetuko Wahyuwibowo, and my

younger brother, Eduardo Noel Inderayana, for always praying, supporting, and

listening to me while conducting this research.

Lastly, for dear, all my friends, Hestu, Ing, Marcell, Milka, Brando, Jesse, Era,

Yohana, Gentha, Alinea, and Ivon, thank you for being my support system during these

wonderful university times. Thank you, everyone. May God bless you all!



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TABLE OF CONTENTS

TITLE PAGE ........................................................................................................ ii

APPROVAL PAGE ............................................................................................. iii

ACCEPTANCE PAGE ........................................................................................ iv

STATEMENT OF ORIGINALITY .................................................................... v

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA .................. vi

MOTTO PAGE ................................................................................................... vii

DEDICATION PAGE ........................................................................................ viii

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

TABLE OF CONTENTS ...................................................................................... x

LIST OF TABLES .............................................................................................. xii

ABSTRACT ........................................................................................................ xiii

ABSTRAK ............................................................................................................ xiv

CHAPTER I: INTRODUCTION ........................................................................ 1

A. Background of the Study ............................................................................. 1 B. Problem Formulation................................................................................... 4

C. Objectives of the Study ................................................................................ 5 D. Definition of Terms ...................................................................................... 5

CHAPTER II: REVIEW OF LITERATURE .................................................... 7

A. Review of Related Studies ........................................................................... 7 B. Review of Related Theories ....................................................................... 11

1. Stylistics ................................................................................................ 11

2. Phonology ............................................................................................. 13

3. Graphology .......................................................................................... 15

4. Visual Grammar ................................................................................. 16

5. Persuasive Language Devices ............................................................. 21

C. Theoretical Framework ............................................................................. 23

CHAPTER III: METHODOLOGY .................................................................. 25

A. Object of the Study .................................................................................... 25 B. Approach of the Study ............................................................................... 26

C. Method of the Study ................................................................................... 26 1. Data Collection .................................................................................... 26

2. Data Analysis ....................................................................................... 28

CHAPTER IV: ANALYSIS RESULT AND DISCUSSION ........................... 31

A. Language and Visual Features used in National Geographic Magazine

Cover of May-September Editions ........................................................... 31 1. Level of Phonology .............................................................................. 31


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2. Level of Graphology ............................................................................ 39

3. Interactive Meaning ............................................................................ 44

B. Possible Effects Interpreted by The Language and Visual Features .... 51 1. Respondents Chose Persuasive Some What ..................................... 54

2. Respondents Chose Persuasive Very Much ...................................... 58

CHAPTER V: CONCLUSION .......................................................................... 61

REFERENCES .................................................................................................... 63


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LIST OF TABLES

LIST OF TABLES

No. Table Page

1. Table 1. Stylistics and Level of Language 12

2. Table 2. Distance 18

3. Table 3. Modality Makers 20

4. Table 4. Example of Likert Scale in a Magazine Cover 30

5. Table 5. Alliterations in National Geographic Magazine Cover 32

6. Table 6. Assonance in National Geographic Magazine Cover 34

7. Table 7. Consonance in National Geographic Magazine Cover 36

8. Table 8. Capitalization in National Geographic Magazine

Cover

39

9. Table 9. Typography in National Geographic Magazine Cover 41

10. Table 10. Interactive Strategies of May Edition 45

11. Table 11. Interactive Strategies of June Edition 47

12. Table 12. Interactive Strategies of July Edition 48

13.

14.

15.

16.

Table 13. Interactive Strategies of September Edition

Table 14. Interactive Strategies of August Edition

Table 15. The Result of Questionnaire

Table 16. Persuasive Strategies of 5 Magazine Covers

50

51

53

54


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ABSTRACT

Vincentius Seto Ariwibowo, (2021). Stylistic Analysis of Five National Geographic

Magazine Covers in 2020.Yogyakarta: English Letters Department, Faculty of

Letters, Universitas Sanata Dharma.

National Geographic is one of the well-known magazine mass media globally.

It represents information and ideas about nature, travel, people, etcetera. Therefore, the

purpose is to provide information to the readers, and the target readers are people who

preserve nature, like to travel, and like to observe people's culture. Hence, to reach the

target readers, the magazine editor may use certain language and visual features in

attracting people to read the magazine.

There are two objectives formulated in this research. The first is to figure out

what the language and visual features are used in National Geographic magazine

covers of May-September 2020 editions. The second is to examine the possible effects

interpreted by language and visual features. Those problem formulations are explained

in this research. Stylistic approach is employed to analyze the first problem

formulation. Besides, to answer the second problem formulation, the researcher

distributes 20 questionnaires to English Letters Students of Universitas Sanata Dharma.

The result of the questionnaires, which are the respondents' assessments and answers,

are used to see the effects interpreted by the language and visual features found in the

magazine covers.

The result shows that there are several language and visual features used in the

magazine covers. Those are at the levels of phonology, graphology, and interactive

meaning of visual grammar. Those levels are proven to give persuasive effects, which

can be seen through the assessments and the respondents' answers. The language and

visual features indeed give significant persuasive effects to attract the viewer to read

the magazine, specifically the features of capitalization, typography, distance, and

modality, which can clearly be seen through the respondents' assessments towards

magazine cover. Therefore, the use of language and visual features on the National

Geographic magazine cover of May-September 2020 editions is successful in

attracting the consumer to choose the magazine as reading materials and references.

Keywords: Stylistics Analysis, Language Features, Visual Features, Persuasive


xiv

ABSTRAK

Vincentius Seto Ariwibowo, (2021). Stylistic Analysis of Five National Geographic

Magazine Covers in 2020.Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra,

Universitas Sanata Dharma.

National Geographic merupakan salah satu media massa majalah ternama di

dunia. Majalah ini mewakili informasi dan gagasan tentang alam, perjalanan, manusia,

dan sebagainya. Oleh karena itu, tujuan majalah National Geographic adalah

menginformasikan kepada pembaca, dan sasaran pembacanya adalah orang-orang yang

melestarikan alam, gemar berwisata, dan gemar mengamati budaya masyarakat. Oleh

karena itu, untuk menjangkau target pembaca, editor majalah dapat menggunakan

bahasa dan fitur visual tertentu untuk menarik minat orang membaca majalah tersebut.

Ada dua tujuan dirumuskan dalam penelitian ini. Yang pertama adalah mencari

tahu fitur-fitur bahasa dan visual apa saja yang digunakan pada sampul majalah

National Geographic edisi Mei-September 2020. Yang kedua adalah untuk mencari

tahu kemungkinan efek yang ditafsirkan oleh fitur-fitur bahasa dan visual. Rumusan

masalah tersebut dijelaskan dalam penelitian ini. Pendekatan Stilistika digunakan

untuk menganalisis rumusan masalah pertama. Selain itu, untuk menjawab rumusan

masalah kedua, peneliti membagikan 20 angket kepada Mahasiswa Sastra Inggris

Universitas Sanata Dharma. Hasil kuisioner yang berupa penilaian dan jawaban

responden digunakan untuk melihat efek apa yang ditafsirkan oleh fitur-fitur bahasa

dan visual yang terdapat pada sampul majalah.

Hasil penelitian menunjukkan bahwa terdapat beberapa fitur bahasa dan visual

yang digunakan pada sampul majalah. Yakni pada tingkat fonologi, grafologi, dan

makna interaktif pada tata bahasa visual. Tingkatan tersebut terbukti memberikan efek

persuasif yang terlihat dari penilaian dan jawaban responden. Fitur bahasa dan visual

memang memberikan efek persuasif yang cukup signifikan untuk menarik pembaca

membaca majalah, khususnya fitur kapitalisasi, tipografi, jarak, dan modalitas, yang

terlihat jelas melalui penilaian responden terhadap sampul majalah. Oleh karena itu,

penggunaan bahasa dan fitur visual pada sampul majalah National Geographic Edisi

Mei-September 2020 berhasil menarik konsumen untuk memilih majalah tersebut

sebagai bahan bacaan dan referensi.

Kata Kunci: Stylistics Analysis, Language Features, Visual Features, Persuasive


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CHAPTER I

INTRODUCTION

Chap1

A. Background of the Study

People are communicating with each other in order to share knowledge and

information. The information that originates in one place can easily be spread to other

places or societies through communication. Communication technology has steadily

increased the speed at which a given volume of information can be transmitted from

point to point (McQuail, 2010, p. 6). Especially these days, there are so many mass

media platforms that can be used as a medium to spread the information rapidly.

Mass media is a tool that is used to reach mass audiences. It shares and transmits

the information through either spoken text or written text. Mass media examples that

transmit the spoken text are television, radio, and the popular one nowadays, podcasts.

Besides, the examples of mass media that transmit the written text are newspapers,

blogs, and magazines. Some of those written media nowadays are using a digital

platform to reach the audiences. Information and communication technologies have

generated new platforms on which to read. The list includes desktop and laptop

computers, e-readers (such as Kindle and Nook), tablet computers (e.g., the iPad), and

handheld devices (e.g., the iPod Touch, mobile-phones) (Baron, 2013, p. 193).


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The magazine is one of the written mass media that can be in the form of digital

and printed, which contains photographs, advertisements, articles, and other columns.

It plays an essential role in providing information as it is described as a storehouse of

information. This role is agreed by Dominick, who argued that the magazine was

described as ‘literally storehouse of material gathered from books, pamphlets, and

newspaper and bound together under one cover' (1996, p. 122). The content of the

information presented in magazines represents the information and ideas of specific

interests. Therefore, each magazine has its purposes and target readers. For example,

National Geographic magazine represents information and ideas about nature, travel,

people, etcetera. Therefore, the purpose is to inform the readers, and the target readers

are people who preserve nature, like to travel, and like to observe people’s culture.

National Geographic is one of the well-known magazine mass media globally,

aiming to ‘illuminate and protect.' To achieve its aim, National Geographic uses

several language styles that can be seen on its magazine front cover. The language

styles in National Geographic magazine’s front cover are essential to attract people to

read the magazine. The magazine editors and producers may use some language levels

such as graphological level, lexical level, and syntactic level in terms of style. These

allow the reader to understand the contents that are provided inside the magazine

without opening it. The editor of Tatler states that ‘A magazine’s front-cover image

and coverlines are persuasive selling tools. They motivated readers – confronted with

shelves of front covers competing for their attention – to buy our magazine rather than

another’ (McLoughlin, 2002, p. 5). It should combine persuasion and language style


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when it discusses magazine cover that can attract people to read. Thus, the language

style on the magazine’s front cover is principal for the persuasive matter. Therefore, it

is worth studying.

This study focuses on the language style on National Geographic magazine’s

front cover. Therefore, the stylistic approach is suitable for conducting this research.

Stylistics is the study of ‘distinctive’ aspects of language and representation of its

purpose and effects (Verdonk, 2002, p. 4). With the stylistic approach, the purposes

and effects of the magazine's covers' language levels could be revealed. For example,

the noun “EVEREST” in National Geographic magazine’s cover aims to inform the

readers that the magazine's issue is about Mount Everest. The possible effect that can

occur is that it can trigger the reader's curiosity about what happened to Everest.

Magazine covers must correlate with the picture. Therefore, visual grammar is

needed in this research as the supporting theory. The same is true for 'grammar of visual

design. Like linguistic structures, visual structures point to a particular interpretation

of experience and forms of social interaction (Kress and Leeuwen, 2006, p. 2). With

the visual design grammar, the editor's purpose to set-up the picture on the magazine

cover can be examined. In the discussion of visual grammar, the size of the frame of

the old woman picture in National Geographic Magazine’s cover of June edition is a

medium shot. It can be implied that the editor uses that shot to show the ‘familiar’

social distance of the subject to the reader. Thereby, the possible effects are that the

picture can create readers' curiosity, triggering them to buy the magazine.


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To make this research not too broad, the researcher limits this research by

focusing on its object. The object of the study is National Geographic magazine's cover

of May-September 2020 editions. These editions are chosen because these magazines

were the latest issue by the time the researcher writes this research. Besides, it is

because of the lack of stylistics analysis conducted by other researchers on the

magazine's cover.

The purpose of this research is figuring out the style reflected in language and

visual features and the pictures found in National Geographic magazine’s cover and

revealing the effects that are interpreted from the language and visual features. Based

on that statement, this research is expected to raise the reader's awareness that the use

of style in the magazine's covers could attract them to buy the magazines. This study

also benefits the other researcher as a reference for conducting other topic related to

this research.

B. Problem Formulation

Based on the background of the study above, the problems of the study are

formulated as follows:

1. What are the language and visual features used in National Geographic

magazine covers of May-September 2020 editions?

2. What are the possible effects interpreted by the language and visual features

used in the covers?


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C. Objectives of the Study

Based on the problem formulation above, the researcher would like to achieve

two objectives of the study. The first objective is to figure out the language and visual

features used in National Geographic magazine’s covers of May-September 2020. The

researcher figures out the language and visual features found in each National

Geographic magazine’s covers published on May-September. The researcher later

classifies the language and visual features found in the magazine's cover based on their

levels.

The second objective is to examine the possible effects that are interpreted by

the language features used in the covers by spreading the questionnaires to the internet

users who are the students of Universitas Sanata Dharma as the respondents. The

researcher figures out the purposes of the language features found in National

Geographic magazine’s cover published on May-September 2020. Moreover, the

researcher analyzes the magazine's covers based on the most attractive language and

visual features found in the cover.

D. Definition of Terms

The researcher uses several terminologies related to the objectives of the study

to evade the misinterpretation and misunderstandings. Those terms are stylistics,

language features and Magazine’s cover. The first term is Stylistics. According to

Leech and Short, stylistics is defined as the linguistics study of style. Therefore,

stylistics is a branch of linguistics that focuses on the style of the language text.


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The second term is language features. Features, as described in linguistics, is

a term used to refer to any typical or noticeable property of spoken or written language

(Crystal, 2008). It presents that language features can be defined as a term used to refer

to a text's properties. According to Simpson, seven language levels can be studied.

Those are phonology, graphology, morphology, grammar/syntax, lexical analysis,

semantics, and pragmatics (2004, p.5). Therefore, language levels are essential in

stylistics analysis.

The third term is Magazine covers. According to Iqani (2011), Magazine

covers are considered prestigious sites for the appearance and promotion of the image

of people or products due to their cultural power as highly visible media spaces and the

luxurious tactility of glossy paper on which they are printed. Based on that, the

magazine's covers are essential to attract the reader's attention.


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CHAPTER II

REVIEW OF LITERATURE

Chapter2

The following sub-chapters cover a review of related studies, a review of related

theories, and theoretical frameworks. The writer uses related studies beneficial for this

research; they are undergraduate theses and journal articles. These can give some basis

for the analysis. There are two main theories in the sub-chapter review of related

theories that are used to analyze the data. Those are stylistics and visual grammar. The

theoretical framework will explain the benefits and contributions of the related studies

and theories in solving this study's problem formulation.

A. Review of Related Studies

In this part, the writer has provided five studies from other researchers that have

similarities to support this study. Those studies consist of three undergraduate thesis

and two journals. Thus, the review of related studies will help the researchers to

develop ideas and give a

The first study is an undergraduate thesis by Anggadewi, K. N. F. (2020),

entitled “Stylistics Analysis in Robert Frost’s “Mending Wall”. The researcher

analyzed the language features in a poem by Robert Frost entitled "Mending Wall”.

The study aims to figure out the language features and the meaning of them in a poem.

To reach its goal, Anggadewi conducted a stylistic approach in this study to analyze


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the meaning of the poem through style based on four language levels: phonology,

graphology, grammatical, and semantics. The meaning is analyzed by connecting the

language features with the poem, which concludes that the four language features are

linked to each other to deliver the poem's meaning: conflict and relationship in human

life. From the four language features, it reveals that semantic features contribute the

most in constructing the meaning. There is a similarity between this study and the

present study. Both studies use stylistic as their approach in analyzing the language

features.

The second study is an undergraduate thesis by Famila, A. C. (2016), entitled

“A Stylistic Analysis on The View Column in Vogue Magazine, April 2015, June 2015,

and December 2015 Editions.” It aims to identify lexical and discover syntactic features

used in the View column from Vogue magazine to be exploited for persuasive purposes.

The findings identify that Vogue magazine used some lexical and syntactic features

such as proper nouns, fashion terms, metaphors, simple sentences, and complex

sentences. It finds out that the features have possible effects to create persuasion for

the readers. There are several similarities between this study and the present study.

Both studies use stylistics as their approach and magazine as their object.

The third study is an undergraduate thesis by Angela, C. V. (2018), entitled "An

Analysis of the Linguistic Features and Persuasion Techniques Used in Written

Advertisements by Maybelline New York," which discusses the linguistic features and

persuasion techniques in the advertisement. This study aims to figure out the linguistic

features and persuasion techniques that influence consumers. The researcher proposed


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a stylistic approach to analyze the linguistics features found in the catalog magazine:

hyperbole, potency, long noun phrase, present tense, and incomplete sentence. There

is a similarity between this study and the present study. Both studies use stylistics in

analyzing linguistic features.

The fourth study is a journal article by Isti’anah, A. (2017), entitled “Stylistics

Analysis of Maya Angelou’s Equality.” The researcher proposed stylistic analysis to

comprehend the meanings of the poem by observing the language device used. To

achieve the goals, the researcher observed four language levels; phonological,

graphological, grammatical, and semantic levels. The researcher concluded that the

stylistic analysis that pays attention to different language levels helps people

comprehend literary work better. In conducting the study, both this and the present

studies use stylistic to comprehend the meanings of language features.

The fifth study is a journal article by Ping, K. (2018), entitled “A Visual

Grammar Analysis of Lesaffre’s Website.” The researcher proposed visual grammar

analysis to examine the charming combination of language and pictures found on the

website page. There are three aspects of visual grammar examined; they are

representational meaning, interactive meaning, and compositional meaning. As regard

to Lesaffre Company's website, the researcher concluded it does not achieve much in

the aspect of information value because the home page does not provide new

information to the viewers. There is a similarity between this study and the present

study in which both studies use visual grammar in conducting them.


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The other study is a journal article by Ly, T. H., and Jung, C. K. (2015), entitled

“Multimodal Discourse: A Visual Design Analysis of Two Advertising Images.” This

paper aims to analyze the visual grammar of two advertising images. The researchers

proposed visual grammar and semiotic in examining the advertisement's visual

grammar and decoding their meaning potential. There are two aspects of visual

grammar examined in this study; they are representational and interactive dimension.

The objects of this study are two images from a Korean fashion magazine. The

researchers concluded that images have the potential to convey multileveled meanings.

In conducting the study, both studies use visual grammar analysis in examining the

pictures.

However, the present study has differences compared to the reviewed studies.

The differences rely on the data and the approach of the study. The reviewed studies

applied stylistics in different data: a poem by Robert Frost’s entitled “Mending Wall”

(Anggadewi, 2020), Vogue Magazine (Famila, 2016), Maybelline New York's

magazine catalog (Angela, 2018), a poem by Maya Angelou entitled “Equality”

(Isti’anah, 2017). Two reviewed studies applied different approaches: visual grammar

(Ping, 2018) and visual grammar (Ly and Jung, 2015). Therefore, those previous

studies give some contributions to the present topic such as data collection, data

analysis, the theories and the approaches. Nevertheless, this study aims to develop a

stylistic approach in different text, magazine covers. Linguistic and visual feature

analysis applied in the present thesis is expected to shed light on how linguistic is

closely related to various kinds of texts found in magazine covers.


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B. Review of Related Theories

In this part, the researcher uses several theories related to the problem

formulation to analyze the study. The researcher uses the theory of stylistics, linguistics

features, and visual grammar.

1. Stylistics

A language is a tool for transferring information to other individuals.

Therefore, the language in the magazine is used for delivering information to the

readers. However, the language in magazines is not only used to give the information

to the reader, but it is also used to affect and attract the readers. Each magazine uses a

different style to attract readers. For this study studies the style in the magazine, the

study is on the field of stylistics. Stylistics is the study of ‘distinctive’ aspects of

language and the representation of its purpose and effects (Verdonk, 2002, p. 4).

Therefore, stylistics' distinctive features can create more understanding of information

in literature, linguistics, and journals, including the magazine.

The distinctive features of stylistics have purposes of delivering messages

either exposed or hidden. The distinctive features can be seen in the language itself. It

is created by the writer and editor for purposes and located in various levels of

language. Language in its broadest conceptualization is not a disorganized mass of

sounds and symbols, but is instead an intricate web of levels, layers and links. Thus,

any utterance or piece of text is organised through several distinct levels of language


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(Simpson, 2004, p. 5). Accordingly, stylistics can examine the writer’s purposes

through language levels, specifically the language features.

Analyzing the text through stylistics should be based on a coherent framework

of analysis. Thus, in order to organize the stylistics analysis of the text, a table of

language levels and their clarification are provided as follows.

Table 1. Stylistics and level of language (Simpson, 2004, p. 5)

LEVEL OF LANGUAGE BRANCH OF LANGUAGE STUDY

The sound of spoken language; the

way words are pronounced.

Phonology; phonetics

The pattern of written language; the

shape of language on-page.

Graphology

The way words are constructed;

words and their constituent

structures.

Morphology

The way words combine with other

words to form phrases and

sentences.

Syntax; grammar

The word we use; the vocabulary of

language.

Lexical analysis; lexicology

The meaning of words and

sentences.

Semantics

The way words and sentences are

used in everyday situation; the

meaning of the language in context.

Pragmatics; discourse analysis.

Based on the previous table, there are some language levels on stylistics However, in

approaching the language style of the magazine cover, several language levels are

needed. Those are phonology, and graphology. At the phonological level, the sound

pattern, such as alteration, assonance, and consonance, are discussed. Since the


13

magazine covers contain many patterns, and the shape of language, the language

features in graphological level such as punctuation, capitalization, and typography are

needed.

2. Phonology

Phonology is the description of the systems and patterns of sounds that occur

in the language. Simpson construes phonology as encompassing the meaning potential

of sound of spoken language (2004, p. 6). It involves studying a language to determine

its distinctive sounds, that is, those sounds that convey a different meaning. However,

in written text, the words that have similar sound can create a particular pattern of

sound, which is prominent. In the magazine covers, the pattern of sound has meaning

to attract the reader to read the magazine, which can be found in features of alliteration,

consonance, and assonance.

a. Alliteration

Alliteration is a condition when there are similarities between initial

consonants. When the initial consonant sound of some couples of words is repeated, it

is called alliteration (Madden, 2002, p. 70). In addition, according to Bradford,

alliteration is the repetition of the cluster of similar consonant sounds within individual

lines and across sequences of the lines (2005, p.15). In short, alliteration is a repetition

of consonant sounds in the initial position that occurs in the language text.

Alliteration has the function to emphasize particular ideas and meanings in the

repetition of the sound. It can give a strong effect to the reader. Other being pleasant in


14

the ears and sense of rhythm, those kind of sound effects are also adding the attention

aspect and memorable sense to the readers (Verdonk, 2002, p. 5). Alliteration can make

the reader more aware and realize the presence of the emphasized text. An example of

alliteration can be in the Robert Frost’s “Birches”, “As the stir cracks and crazes their

enamel”. The repeated sound, /cr/, is similar to the sound of ice breaking, which implies

that Frost tries to present the feeling of nature.

b. Assonance

Assonance is a condition when there are neighboring repeated vowels in a text.

According to McLaughlin, assonance is when the same vowel sound is repeated in

adjacent word (2000, p. 21). Besides, according to Bradford, assonance is the repetition

of the cluster of similar vowel sounds within individual lines and across sequences of

the lines (2005, p.16)

Assonance occurs when the vowel sound is repeated in the language text. For

instance, the vowels /aʊ/, /wi/, /ə/ are repeated in the phrases HOW WE LOST THE

PLANET, HOW WE SAVED THE WORLD found in National Geographic magazine

cover of April edition. The repetition of the vowels /aʊ/, /wi/, /ə/ are emphasized to

create a memorable effect on the reader, which can build the engagement.

c. Consonance

Consonance is a condition when the consonant sound is repeated in the

language text. When some couples of consonant sounds are repeated, it is called

consonance (Madden, 2002, p. 70). Also, Cuddon states that consonance is the close


15

repetition of identical consonant sounds after different vowel (2013, p. 153). In short,

the repetition of an adjacent consonant sound in the text is considered as consonance.

Consonance occurs when the consonant sound is repeated in the language

text. The example of consonance found in National Geographic magazine cover is the

phrases HOW WE LOST THE PLANET, HOW WE SAVED THE WORLD. The

consonant sounds /t/ and /d/ are repeated in above phrases. With the same sound at the

end of the word, the editor wants to create a special effect on the reader, which triggers

the reader to read the magazine.

3. Graphology

Graphology deals with the physical characteristics and patterns of handwriting

in an attempt to identify the writer's intention. As stated by Gomez, graphology is a

linguistic level of analysis that comprises the study of graphic aspect of language

(2005). Since it comprises graphic design, some language features related to writings

are examined in this study; those are capitalization and typography. Further, those

features are discussed below.

a. Capitalization

According to Bex, readers have learned to associate CAPITAL LETTERS with

extra significance. The reader will assume that the capitalized letter is more important

than any co-text which is not capitalized (1996, p. 100). In short, capitalization means

writing the letter or text in capital letters. Authors and editors use capitalization for

various purposes. One of the purposes is to emphasize the text. To illustrate, the


16

researcher takes an example of capitalization from the Vogue magazine cover. The

word “VOGUE," which can be found in every edition of the magazine front cover, is

uppercased or capitalized. It is italicized by reason of it is the brand, trademark, or the

name of the magazine itself, in which it has to be emphasized as the editor does.

b. Typography

Wong (2001) states that typography is the art and technique of arranging type.

Like a person’s speaking style and skill, the quality of our treatment of letters on a page

can influence how people respond to our message. It is an essential act of encoding and

interpretation, linking what we say to what people see (p. 277). Typography helps the

author to deliver the message to the reader. Therefore, the reader can relate and interpret

the messages in the text. The typography in this study focuses on typefaces and type

size. For example, the noun phrase “Working together to better nourish and better

planet” in Lesaffre website is written in large size of size, bold, and white color. This

size of type, bold, and white color has a purpose of emphasizing the phrase which

describes the picture.

4. Visual Grammar

Just as grammars of language describe how words combine in clauses,

sentences and texts, so our visual ‘grammar’ will describe the way in which depicted

elements – people, places and things – combine in visual ‘statements’ of greater or

lesser complexity and extension (Kress and Leeuwen, 2006, p. 1). In addition, visual

structures point to a particular interpretation of experience and forms of social


17

interaction (Kress and Leeuwen, 2006, p. 2). Therefore, visual grammar is described

as a rule of elements of the image are depicted based on experience and social forms

of social interaction. There are three aspects that can be examined by visual grammar;

those aspects are representational meaning, interactive meaning, and compositional

meaning. The table that exhibits the framework of visual grammar can be seen below.

Figure 1. Visual Grammar (Ping, 2018, p. 39)

Based on the diagram, each aspect is branched into several points. However,

this study focuses on interactive meaning. Interactive meaning is associated with the

social relations between actors and the evaluative orientations that participants adopt

towards each other and to the represented world (Kress and Leeuwen, 2006, p. 110).

Visual Grammar

Representational Meaning

Narative Process

Conceptual Proces

Interactive Meaning

Contact

Attitude

Distance

Modality

Composirtional Meaning

Information Values

Framing

Salience


18

In interactive meaning, the researcher focuses on distance and modality. The distance

can identify the social relationship between the subject in the image and the reader, and

modality can help the researcher to analyze the color and contextualization.

a. Distance

Hall, as cited by Kress and Leeuwen (2006), describes how social relations are

determined by different fields of vision in images. In order to make it clearer, the

researcher includes the summary of social distance that can be seen in the table below.

Table 2. Distance (Ly and Jung, 2015, p.52)

Distance Field of vision Relationship between

represented participant

and viewers

Intimate distance Only the face of head is

visible

Intimate

Close personal

distance

The head and the

shoulders are visible

Intimate

Far personal

distance

The area from the head to

the waist is visible

Personal

Close social

distance

The whole figure is

visible

Impersonal

Far social

distance

The whole figure and the

space around it is visible

Formal and impersonal

Public distance The torsos of at least four

or five people are visible

Strangers


19

Hence, the researcher assumes that distance plays an important role in

analyzing the visual feature of the magazine cover since each distance has its own goal.

The researcher provides a column picture of Korean fashion magazine entitled ‘CeCi’

to give an example below.

Figure 2. Korean Fashion Magazine ‘CeCi’

The magazine column includes a picture of a young woman standing on the

decorated wall staring straight to the camera. In analyzing distance, the represented

participant's position, which is the young woman on the frame, is essential. As

described in the above table, the field of vision determines the distance and the

relationship between the presented participant and viewers or readers. The whole figure

of a young woman's picture and the space around is visible. Therefore, it can be

determined that the distance is far social distance. The relationship between the

represented participant and the readers is formal impersonal.


20

b. Modality

According to Ping (2018), Modality refers to the validity and credibility of

statement that we make out to the world to which we pay attention. It includes high

level modality, medium level modality and low level modality. The elements which

are modality makers, such as color, contextualization, representation, depth and

brightness, can help to realize the modality meaning (p. 40). Below is the table of

modality makers according to Ly and Jung, (2015).

Table 3. Modality Makers (Ly and Jung, 2015, p. 52)

Modality Maker Maximum Scale Value Minimum Scale Value

Color saturation Full color saturation Black and white

Color

differentiation

Fully diverse range of colors Monochrome

Color modulation Fully modulated color (many

shades of a color)

Plain, unmodulated color

Contextualization Detailed background Absence of background

Representation Maximal representation of

detail of participants

Minimal detail of

participants (e.g. soft

focus)

Depth Deep perspective, strong

convergence of vertical lines

(e.g. fish-eye perspective)

Absence of depth

Illumination Full representation of light

and shade

Absence of light and shade

Brightness Maximal degrees of

brightness

Two brightness values of

the same color (e.g. dark

grey and lighter grey)

Through modality, the researcher examines the intention of the image through

color, contextualization, etcetera. Hence, modality is essential in analyzing the visual

feature in the magazine cover. Below is an example of the modality.


21

Figure 3. Picture Taken from Lessafre’s Website

The presented picture is colorless. The picture shows the colorless or

monochrome image of Lesaffre’s building. The monochrome picture creates a feeling

that Lesaffre is a credible institution that has a long history, which also can create

trustworthy effect to their customer.

5. Persuasive Language Devices

According to Borchers (2005), persuasion is the co-production of meaning that

when an individual or a group of individuals uses language strategies and other symbols

to make audiences identify with that individual or group (p. 17). In addition, Perloff

(2003) defines persuasion as a symbolic process in which communicators try to

convince other people to change their attitudes or behaviors regarding an issue through

the transmission of a message in an atmosphere of free choice. It can be concluded that

persuasion is a strategy for anyone who wants to convince people's minds. However,

persuasion in this research focuses on the persuasive language.


22

According to Khan, Adil, Shams, Fatima, and Khanam (2017), persuasive

language is used to attract a group of buyers so that they are easily convinced to buy a

certain product. In addition, they also add that the language is used to create a lasting

impact on memory (p. 472). Familiar language such as figurative language, slang,

slogan, simple word, statics, bold or italic words which are more attractive or eye-

catching; deictic such as she, there, today, etcetera.

a. Rhetorical Device

Khan, Adil, Shams, Fatima, and Khanam, state that rhetorical devices, which

are artful deviations that put a twist on the familiar, are frequently found in

advertisements and the purpose of advertisements is not only to inform but also to

persuade (2017, p. 471). There are several kinds of rhetorical devices; they are

alliteration, hyperbole, metaphor, parallelism etcetera. The examples are the terrible

tiger tore the towel (alliteration), he is running faster than the wind (hyperbole), like

dad, like son (parallelism).

b. Familiar Language

According to Khan, Adil, Shams, Fatima, and Khanam, familiar language is the

language used to show friendly attitude. It is also can said as language alteration or the

word play (2017, p. 472). The editor or writer may use certain familiar language to

make the language more attractive and eye-catching. There are some techniques used

in familiar language; they are catchphrases, figurative language, slang, slogan, static,

capitalization, italicization, bold words, and may more. The examples are

INTRODUCING (bold, italic, and capitalized), and 3 out of 6 judges (static).


23

c. Deictic

According to Khan et al, deictic indicates items in the immediate context (2017,

p. 473). The types of deictic are he, there, today, afternoon, and the others. The function

of deictic are to refer the person (who), place (where), time (when), situation (where)

that the speaker says. The examples are she is funny, south of French is a fancy place,

tomorrow is the day.

C. Theoretical Framework

The researcher applies several theories that have been reviewed previously to

solve the problem formulations. With a stylistic approach, the researcher figures out

the language and visual features used in National Geographic magazine covers of May-

September 2020 edition and the possible effect interpreted by the language and visual

features.

In order to solve the first problem formulation, the researcher uses the theory

of stylistics by Verdonk (2002) to figure out the language features on the magazine

cover. These two language levels are applied in this study; those are phonological level

and graphological level. In phonological level, the researcher uses theories of sound

pattern which occur in the magazine cover, for instance, alliteration, assonance, and

consonance. At the graphological level, the theories of language features used are

covering capitalization and typography. However, since the study uses magazine

covers that contain images as the object of the study, the theory of visual grammar is


24

needed to figure out the visual features of the magazine. The visual features are distance

and modality.

In order to answer the second problem formulation, which is to find out the

possible effects interpreted by the language and visual features, the researcher applies

a theory of persuasive by Bochers, (2005). The theory helps the researcher to

understand how language and features are used in the National Geographic magazine

cover as a persuasive tool. The effect will be examined through the responses of the

internet users who are the students of Universitas Sanata Dharma by the evaluation

score of each magazine cover. Hence, it can be detected whether the language and

visual features in the magazine cover have persuasive purposes or not.


25

CHAPTER III

METHODOLOGY

Chapter3

This chapter is divided into three parts; they are object of the study, the

approach of the study, and method of the study. In the object of the study, the researcher

describes the data for the analysis. In the approach of the study, the researcher explains

the approach applied in this study, and several theories that are needed to support the

approach. In the method of the study, the researcher defines how the data are collected

and analyzed.

A. Object of the Study

The object of this research is National Geographic magazine covers of May-

September edition. The magazine covers were taken from National Geographic official

website https://www.nationalgeographic.com/. There are several reasons why the

National Geographic magazine covers were chosen. The first reason was that National

Geographic is one of the largest and well-known media globally that is proven as it

was first found in 1888. Then, the second reason was that the issue of each edition of

the magazine is related to the world issue. The editions of May-September 2020 were

chosen because those are the recent magazine editions by the time the researcher took

the data. Moreover, those magazines are written in the English language so the

respondents can understand that.


26

To make this study more comprehensive and easier to understand, this study

analyzed the language and visual features found in the National Geographic magazine

covers. The chosen magazine covers were observed based on three levels of language

and a level of visual grammar; they are levels of phonology, graphology, and

interactive meaning. Moreover, this research analyzed the effects created by language

and visual features in the magazine cover.

B. Approach of the Study

This study applied stylistic approach. Stylistics examines the purposes and

effects through language and visual features employed in a text. According to Verdonk,

the study of ‘distinctive’ aspects of language and the representation of its purpose and

effects is named stylistics (2002, p. 4). This study figured out the language and visual

features used in the magazine cover and reveal the possible effects created by them.

Therefore, stylistic approach was the most suitable approach for this study. Moreover,

by investigating the features found on National Geographic magazine cover, the

purpose and effect will be uncovered.

C. Method of the Study

1. Data Collection

The data were collected from National Geographic magazine covers which

were published from May to September 2020. However, the editions were chosen since

those are the recently published editions which are up to date to the recent issues.

Furthermore, this study aimed to examine the effect of language and visual features on


27

the magazine covers. To collect the data, the researcher did several steps that can be

seen as follows.

Firstly, the researcher collected the data from National Geographic magazine

cover. Purposive sampling method was applied in collecting the data. Creswell states

that purposive sampling can purposefully inform an understanding of the research

problem and central phenomenon in the study (2007, p. 5). In addition, he also states

that the purposeful sampling is used in qualitative research (p. 125). Purposive

sampling was employed by selecting the edition of the magazine cover. In this study,

the researcher chose the latest issues of the magazine. Therefore, purposive sampling

was the most suitable method applied in this study.

Secondly, the researcher chose language and visual features in the level of

phonology, graphology, and interactive meaning to reveal the writer’s purposes of

using them. However, to interpret the possible effect created by the language and visual

features employed in the magazine cover, the researcher determined the response of

the respondents through the questionnaire and then analyzed which features have

persuasive effect the most. The researcher distributed the questionnaire to 20 English

Letters students of Universitas Sanata Dharma. They were chosen since they are close

to technology and have English background.


28

2. Data Analysis

Firstly, analyzing the language and visual feature on the magazine covers.

Language and visual features are important to be examined due to the fact that they are

found and dominating the magazine covers. Those language and visual features are

included in four levels of language and visual, which were analyzed. They are

phonology, graphology, and interactive meaning.

At the phonological level, the researcher analyzed the pattern of sound in the

magazine covers; they are alliteration, assonance, and consonance. At the

graphological level, the capitalization and typography were analyzed. However, since

the study employed magazine covers as the object of the study, the features in

interactive meaning were employed; they are modality and distance. Hence, the

writer’s purposes were uncovered.

Secondly, after analyzing the language and visual features, the researcher

investigated the possible effects interpreted by the language and visual features. The

effects were drawn from the respondent’s responses. The respondents were English

Letters Department students batch 2019-2017. They were chosen because students are

familiar with digital magazines and had enough knowledge of the English language.

Moreover, the researcher distributed the questionnaire to 20 to the respondent, and the

respondents were told to evaluate the magazine cover based on the graphic rating scale

in the questionnaire.

To make this study more comprehensive, the researcher applied a graphic rating

scale to measure the respondent's preference and opinion towards the magazine covers.


29

By applying a graphic rating scale, the researcher revealed which covers brings the

strongest persuasive effects. Kothari states that the rating scale involves a qualitative

description of a limited number of aspects of a thing or a person (2004, p.78). The

respondent then evaluated the magazine covers from like very much to dislike very

much about which covers they like the most. Like very much is considered as 5, like

somewhat as 4, neutral as 3, dislike somewhat as 2, and dislike very much as 1. Hence,

the measurement of the graphic rating scale is provided in figure 1 below.

Figure 4. Graphic Rating Scale (Kothari, 2004, p. 79)

How do you like the cover?

Like very like some Neutral Dislike some Dislike very

Much what what much

After the evaluation was done, the researcher collected the evaluation data from

the respondents. The data were assembled into a table based on the score number of

each magazine cover. The table consists of the picture of the magazine cover, the

respondents, the respondent's score, and the total score of the magazine cover in

percentage. To measure the score, the researcher applies the theory of Likert Scale by

Neuman. According to Neuman, “Likert Scales are called summated-rating or additive

scale because a person’s score on the scale is computed by summing the number of

resposes he or she gives" (2014, p. 230). An example of Likert scale is presented in the

table below.


30

Table 4. Example of Likert Scale in a Magazine Cover

No Magazine

Covers

Responses

Not

Persuasive

Very Much

Persuasive

Some

What

Neutral Persuasive

Some

What

Persuasive

Very

Much

1. June 2020

Edition

3 4 5 6 7

Total points of magazine cover of June edition: (1x3) + (2x4) + (3x5) + (4x6) +

(5x7) = 85

Additionally, the researcher employed specific open questions in the

questionnaire. According to Dörnyei, specific open questions ask about concrete pieces

of information such as preference that can be answered in one line, which is marked

with dots in the questionnaire (2003, p.48). The specific open question assisted the

researcher in discovering the respondents’ preferences and opinions. It also contributed

to strengthening the respondent's reason in terms of scoring the magazine covers.

Hence, the questionnaire was used to figure out which magazine covers have the

persuasive effect the most.


31

CHAPTER IV

ANALYSIS RESULTS AND DISCUSSIONS

Chapter4

This chapter is divided into two sections based on the problem formulations.

The first section is to answer the first problem formulation, which is to figure out the

language and visual features used in National Geographic magazine cover of May-

September editions. The second section is to answer the second problem formulation,

which is to find out the effects interpreted by the language and visual features used in

the covers.

A. Language and Visual Features used in National Geographic Magazine

Cover of May-September Editions

This part is conducted to answer the first problem formulation, which is to

figure out the language and visual features found in National Geographic magazine

cover. There are seven language levels in stylistics according to Simpson (2004, p. 5),

however, this study only uses two levels of language; they are phonology and

graphology. In visual grammar, the theory of interactive meaning by Kress & Leeuwen

is employed. In interactive meaning, this study only focuses on distance and modality.

1. Level of Phonology

The magazine cover is constructed from writings and pictures. The writings are

made to give the information contained in the magazine. In magazine cover, the

analysis of language features can be examined through the level of phonology. In the

magazine cover, the researcher finds some rhymes such as alliteration, assonance, and


32

consonance used. Those rhymes are sound features in the level of phonological.

Nevertheless, this study examines those rhymes found in the magazine. The analysis

of the sound features assists the researcher in figuring out the effects interpreted by the

language features.

a. Alliteration

Firstly, the researcher analyzes the alliteration found in the magazine covers.

When the initial consonant sound of some couples of words is repeated, it is called

alliteration (Madden, 2002, p. 70). In addition, according to Bradford, alliteration is the

repetition of the cluster of similar consonant sounds within individual lines and across

sequences of the lines (2005, p.15). Therefore, alliteration is a repetition of consonant

sounds in the initial position that occurs in the language text. The alliterations found in

the National Geographic magazine covers from May-September 2020 Editions are

displayed as follows.

Table 5. Alliterations in National Geographic Magazine Cover

No Magazine

Edition

Repeated

Sound

Data Line

1 May /ð/ That could be disastrous for the

planet.

Line 8,9,10,

&11

YOU’LL MISS THEM WHEN

THEY’RE GONE

Line 12, 13,

& 14

2 June /b/ Betty Webb, British Intelligence,

Bletchley Park

Line 4, 5, 6,

7, & 8

/s/ survivors share their stories. Line 18 &

19)

/w/ THE LAST VOICES OF

WORLD WAR II

Line 9, 10,

11, 12, 13,

& 14


33

No Magazine

Edition

Repeated

Sound

Data Line

3 July /ð/ JOURNEY TO THE ROOF OF

THE WORLD

Line 7, 8, &

9

/w/ WHY WE WEREN’T PREPARE

FOR THE CORONAVIRUS

Line 2

4 August /w/ What we’ve learned from

history’s deadliest outbreaks

Line 6 & 7

5 September /m/ Will smart machines make our

lives better?

Line 5 & 6

In the May edition, the researcher finds only two alliterations occur with the

same consonant sound. The consonant sound is interdental voiced fricative /ð/. It can

be seen through the words “That” and “the” in line 8 and 10, and “THEM” and

“THEY'RE" in line 13 and 14. In the June edition, there are three alliterations found.

They occur in consonants bilabial voiced stop /b/, alveolar voiced fricative /s/, and velar

voiced glide /w/. These can be seen through the words "Betty”, “British”, and

“Bletchley” in lines 4, 5, and 7, "survivors” and “stories" in lines 18 and 19, and

WORLD WAR in line 13 and 14.

In the July edition, there are two alliterations found. They are interdental voiced

fricative /ð/ and velar voiced glide /w/. The examples can be seen through the words

"THE" and "THE" in line 8 and 9, and "WHY", "WE", and "WEREN'T" in the second

line. In the August edition, there is only one alliteration found. It is the consonant velar

voiced glide /w/. It can be seen in the words "What" and "we've" in line 6. In the

September edition, there is only one alliteration which is occurred in the bilabial voiced

nasal sound /m/.


34

Verdonk states that alliteration has the function to emphasize particular ideas and

meanings in the repetition of the sound. It can give a strong effect to the reader. Other

being pleasant in the ears and sense of rhythm, those kind of sound effects are also

adding the attention aspect and memorable sense to the readers (2002, p. 5).

Alliterations found in the National Geographic magazine give strong memorable

effects to the readers, in which, those can make the words more highlighted and

attractive.

b. Assonance

Secondly, the assonances found in National Geographic magazine covers are

analyzed. According to McLaughlin, assonance is when the same vowel sound is

repeated in adjacent word (2000, p. 21). On the other hand, according to Bradford,

assonance is the repetition of the cluster of similar vowel sounds within individual lines

and across sequences of the lines (2005, p.16). In conclusion, assonance is a condition

when there are neighboring repeated vowels in a text. The assonances found in the

National Geographic magazine covers from May-September 2020 Editions are

displayed on the following table.

Table 6. Assonance in National Geographic Magazine Cover

No Magazine

Edition

Repeated

Sound

Data Line

1 May /ɪ/ Insects are disappearing at

alarming rates.

Line 4, 5, 6,

& 7


35

No Magazine

Edition

Repeated

Sound

Data Line

2 June /e/ Betty Webb, British Intelligence,

Bletchley Park

Line 4, 5, 6,

7, & 8

75 years after the end of history’s

deadliest war,

Line 15, 16,

& 17

/ɪ/ Betty Webb, British Intelligence,

Bletchley Park

Line 4, 5, 6,

7, & 8

3 July /ə/ JOURNEY TO THE ROOF OF

THE WORLD

Line 7, 8, &

9

4 September /ə/ Will smart machines make our

lives better?

Line 5 & 6

In may edition, there are two assonances found; they are the front high vowel

/ɪ/ and central mid /ə/. Those two assonances can be seen in the words “disappearing”

and “alarming" in lines 5 and 6, and "could” and “disastrous" in lines 8 and 9. In the

June edition, the researcher found two assonances which are occurred in the vowels

front-mid / e / and front high / ɪ /. The sound / e / can be seen through the words “Betty”,

“Webb”, “Intelligence”, and “Bletchley” in lines 4, 6 and,7, and “end” and “deadliest:

from line 16 to 17. /. The sound /ɪ/ can be seen in the words “Betty”, “British”, and

“Bletchley”. The assonance in the July edition only occurred one time in central mid

/ə/. It can be seen through the words “THE” and “THE” in line 8 and 9. The last is the

assonance found in the September edition. It occurs in central mid /ə/. It can be seen

from the word “machines” and “better” which can be found in line 5 and 6. Assonances

in this study are used to emphasize the language text in order to create a memorable

effect on the reader, which can build the engagement between the magazine and the

readers.


36

c. Consonance

Thirdly, the researcher analyzes the consonance found in the magazine covers.

Consonance is a condition when the consonant sound is repeated in the language text.

When some couples of consonant sounds are repeated, it is called consonance (Madden,

2002, p. 70). Also, Cuddon states that consonance is the close repetition of identical

consonant sounds after different vowel (2013, p. 153). To conclude, the repetition of

an adjacent consonant sound in the text is considered as consonance. The consonances

found in the National Geographic magazine covers from May-September 2020

Editions are presented as follows.

Table 7. Consonance in National Geographic Magazine Cover

No Magazine

Edition

Repeated

Sound

Data Line

1 May /ŋ/ Insects are disappearing at

alarming rates.

Line 4, 5, 6, & 7

/r/ Insects are disappearing at

alarming rates.

/s/ Insects are disappearing at

alarming rates.

/t/ Insects are disappearing at

alarming rates.

That could be disastrous for

the planet.

Line 8, 9, 10, &

11

2 June /t/ Betty Webb, British

Intelligence, Bletchley Park

Line 4, 5, 6, 7,

& 8

/s/ 75 years after the End of

history’s deadliest war,

survivors share their stories

Line 15, 16, 17,

18, & 19

/r/ 75 years after the End of


survivors share their stories

/d/

75 years after the end of



37

No Magazine

Edition

Repeated

Sound

Data Line

/t/ 75 years after the end of


3 July /r/ WHY WE WEREN’T

PREPARE FOR THE

CORONAVIRUS

Line 2

/n/ WHY WE WEREN’T

PREPARE FOR THE

CORONAVIRUS

4 August /t/ What we’ve learned from


Line 6 & 7

/d/ What we’ve learned from


/s/ What we’ve learned from


5 September /t/

Meet the robots Line 4

Will smart machines make

our lives better?

Line 5 & 6

/r/ Will smart machines make

our lives better?

/s/ Will smart machines make

our lives better?

There are four consonances found in the National Geographic magazine cover

of May edition; they occurred in consonants velar nasal-voiced /ŋ/, alveolar voiced

fricatives /r/, alveolar voiced fricative /s/, alveolar voiceless stop /t/. Those

consonances can be seen in the words “Insects are disappearing at alarming rates" in

lines 4, 5, 6, and 7. The last occurs in consonant alveolar voiceless stop /t/, which can

be found in the words "That could be disastrous for the planet" in lines 9, 10, 11, and

12. There are five consonances in the June edition in the consonant alveolar voiceless

stop /t/, alveolar voiced fricative /s/, alveolar voiced fricatives /r/, and alveolar voiced


38

stop /d/. They can be found in the word “Betty Webb, British Intelligence, Bletchley

Park" in lines 4, 5, 6, 7, and 8, and “75 years after the end of history’s deadliest war,”

in line 15, 16, and 17.

In the July edition, two consonants undergo consonance; they are consonants

alveolar voiced fricatives /r/ and alveolar voiced nasal /n/. Those repetitions of sound

can be seen in the words “WHY WE WEREN’T PREPARE FOR THE

CORONAVIRUS” which is located in line 2. In the August edition, there are three

consonants that undergo consonance. Those consonants are alveolar voiceless stop /t/,

alveolar voiced stop /d/, and alveolar voiced fricative /s/, which occurred in the words

“What we’ve learned from history’s deadliest outbreaks". That words can be found in

lines 6 and 7. Lastly, there are three consonant sounds that undergo consonance in the

September edition; the sounds are alveolar voiceless stop /t/, alveolar voiced fricatives

/r/, alveolar voiced fricative /s/. Those consonances occurred in the words "Meet the

robots” in line 4, and “Will smart machines make our lives better?” in line 5 and 6.

Based on the previous discussion, four out of five magazine covers apply

alliterations, assonances, and consonances. Alliteration, assonance, and consonance

which are the sound pattern indeed give the memorable effect to the readers. The

phrases and sentences that have certain sound pattern can be more attractive. Therefore,

the features in the levels of phonology have a function to make the text get more

attention.


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2. Level of Graphology

As discussed in the previous chapter, Graphology deals with the physical

characteristics and patterns of handwriting in an attempt to identify the writer's

intention. According to Gomez, graphology is a linguistic level of analysis that

comprises the study of the graphic aspect of language (2015). However, at this level of

graphology, this study attempts to figure out the capitalization and typography.

a. Capitalization

Capitalization means writing the letter or text in capital letters. Authors and

editors use capitalization for various purposes. One of the purposes is to emphasize the

text. Stated by Bex, readers have learned to associate CAPITAL LETTERS with extra

significance. The reader will assume that the capitalized letter is more important than

any co-text which is not capitalized (1996, p. 100). Therefore, the capitalized letters

found on the National Geographic magazine cover of the May-September 2020 edition

are fundamental in this study. Below is the table of the capitalized letter found on the

magazine cover.

Table 8. Capitalization in National Geographic Magazine Cover

No Magazine

Edition

Capitalized Data Line

1 May NATIONAL GEOGRAPHIC Line 2 & 3

YOU’LL MISS THEM WHEN

THEY’RE GONE

Line 12, 13, & 14

2 June NATIONAL GEOGRAPHIC Line 2 & 3

THE LAST VOICES OF WORLD

WAR II

Line 9, 10, 11, 12, 13,

and 14


40

No Magazine

Edition

Capitalized Data Line

3 July WHY WE WERE PREPARE FOR

THE CORONAVIRUS

Line 2

NATIONAL GEOGRAPHIC Line 3 & 4

EVEREST Line 5

SPECIAL ISSUE Line 6

JOURNEY TO THE ROOF OF

THE WORLD

Line 8 & 9

4 August NATIONAL GEOGRAPHIC Line 2 & 3

STOPPING PANDEMICS Line 4 & 5

5 September NATIONAL GEOGRAPHIC Line 2 & 3

There are several capitalizations found on each edition of the National

Geographic magazine cover of May-September 2020. In May edition, there are two

texts which are capitalized; they are "NATIONAL GEOGRAPHIC" which can be

found in line 2 & 3, and YOU'LL MISS THEM WHEN THEY'RE GONE" in line 12,

13, and 14. In the June edition, there are two capitalizations found in lines 2 & 3

"NATIONAL GEOGRAPHIC", and lines 9, 10, 11, 12, 13, and 14 "THE LAST

VOICES OF WORLD WAR II”. In July edition, there are four capitalized text found;

they are “WHY WE WERE'T PREPARE FOR THE CORONAVIRUS” in line 2,

“NATIONAL GEOGRAPHIC” in line 3 and 4, “EVEREST” in line 5, “SPECIAL

ISSUE" in line 6, and "JOURNEY TO THE ROOF OF THE WORLD" in line 8 and 9.

In the August edition, there are two capitalizations found in lines 2, 3, 4, and 5; they

are "NATIONAL GEOGRAPHIC" and "STOPPING PANDEMICS". Lastly, in the


41

September edition, there is one capitalized letter found; it is "NATIONAL

GEOGRAPHIC" which can be found in line 2 and 3

b. Typography

Wong (2001) states that typography is the art and technique of arranging type.

Like a person’s speaking style and skill, the quality of our treatment of letters on a page

can influence how people respond to our message. It is an essential act of encoding and

interpretation, linking what we say to what people see (p. 277). Typography helps the

author to deliver the message to the reader and the reader to relate and interpret the

messages in the text. Therefore, the typography found on the National Geographic

magazine cover of the May-September 2020 edition is essential. The table of

typography found on the magazine cover can be seen in the following discussion.

Table 9. Typography in National Geographic Magazine Cover

No Magazine

Edition

Data Size Thickness Color Line

1 May YOU’LL MISS

THEM WHEN

THEY’RE GONE

largest Bold Black Line 12,

13, & 14

NATIONAL

GEOGRAPHIC

2nd

largest

Bold Gray Line 2 &

3

Insects are

disappearing at

alarming rates. That

could be disastrous

for the planet.

3rd

largest

Bold Black Line 4,

5, 6, 7,

8, 9, 10,

& 11

05.20 Smallest Nonbold Red Line 1


42

No Magazine

Edition


2 June LAST VOICES,

WORLD WAR II

Largest Bold White Line 10

11, 13,

& 14

NATIONAL

GEOGRAPHIC

2nd

largest

Bold Black Line 2 &

3

THE, OF 3rd

largest

Bold White Line 9 &

12

75 years after the

end of history’s

deadliest war,

survivors share their

stories.

4th

largest

Nonbold White Line 15,

16, & 17

Betty Webb, British

Intelligence,

Bletchley Park.

5th

largest

Nonbold White Line 4,

5, 6, 7,

& 8


3 July EVEREST Largest Bold White Line 5

NATIONAL

GEOGRAPHIC

2nd

largest

Bold White Line 3 &

4

JOURNEY TO THE

ROOF OF THE

WORLD

3rd

largest

Bold White Line 7,

8, & 9

WHY WE

WEREN’T

PREPARE FOR

THE

CORONAVIRUS

4th

largest

Nonbold White Line 2

SPECIAL ISSUE 5th

largest

Bold Yellow Line 6

07.2020 Smallest Bold Red Line 1


43

No Magazine

Edition


4 August NATIONAL

GEOGRAPHIC

Largest Bold White Line 2 &

3

STOPPING

PANDEMICS

2nd

largest

Bold White Line 4 &

5

What we’ve learned

from history’s

deadliest outbreaks

3rd

largest

Bold White Line 6 &

7


5 September Meet the robots Largest Bold Black Line 4

NATIONAL

GEOGRAPHIC

2nd

largest

Bold Gray Line 2 &

3

Will smart machines

make our lives

better?

3rd

largest

Bold Gray Line 5 &

6

09. 2020 Smallest Nonbold Red Line 1

In analyzing typography, all the texts are observed and analyzed as presented

in the table above. The analysis includes the size of the text, the thickness which is bold

or nonbold, and the color of the text. For instance, the words "YOU'LL MISS THEM

WHEN THEY'RE GONE" in May edition line 12, 13, and 14 are written in the largest

font-size, bold, and Black color. The other discussion on typography can be seen in the

previous table.

The use of capitalization and typography have a purpose to highlight the text.

The application of them in the text on every National Geographic magazine cover

indeed make them more eye-catching compared to the other text. Therefore, the

features of capitalization and typography at graphological level can attract the reader

to read the text that undergo capitalization and typography.


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3. Interactive Meaning

Interactive meaning is associated with the social relations between actors and

the evaluative orientations that participants adopt towards each other and to the

represented world (Kress and Leeuwen, 2006, p. 110). In interactive meaning, the

researcher focuses on distance and modality. The distance can identify the social

relationship between the subject in the image and the reader, and modality can help the

researcher to analyze the color and contextualization.

Hall, as cited by Kress and Leeuwen (2006), describes how social relations are

determined by different fields of vision in images. The shorter the distance between the

participant and viewer, the more intimate the relationship becomes. Hence, distance

plays an important role in analyzing the visual feature of the magazine cover since each

distance has its own goal in terms of relation.

Modality is a branch of Interactive meaning in visual grammar analysis.

According to Ping (2018), modality refers to the validity and credibility of the

statement that we make out to the world to which we pay attention. The elements, such

as color, contextualization, representation, depth, and brightness, can help to realize

the modality meaning (p. 40). In addition, Kress and van Leeuwen describe modality

judgements as "social and dependent on what is considered real in a social group for

which the representation is primarily intended" (2006, p. 156). Therefore, through

modality, the validity and credibility of the images found in National Geographic

Magazine can be determined. The distances and modality on the National Geographic


45

magazine cover of May-September editions 2020 are observed and explained in the

next discussion.

The picture of National Geographic magazine cover of the May 2020 edition

that contains distance and modality is presented as follows.

Table 10. Interactive Strategies of May Edition

Description Insects are creeping in

the same direction

Distance Public Distance

Modality High Modality

The first image that is provided above is the National Geographic magazine

cover of the May edition. The cover shows the picture of colorful insects creeping on

the yellow frame and grey cloth background. In terms of distance, the insects which

are the participants of this picture, are seen in full body or whole figure. Besides, there

are a lot of insects that are presented in the picture which is more than five insects

shown. Based on those fields of visions, the cover of the May edition has a public

distance in terms of distance, and the relationship between the represented participants

and the viewers is strangers. According to Kress and Leeuwen, at public distance, we

can see the torso of at least four or five. In addition, they state that ‘Public distance’,


46

finally, is anything further than that, ‘the distance between people who are and are to

remain strangers’ (2006, p. 125). In the presented picture, there are more than five

insects are seen. Therefore, it is clear that the distance is the public distance. In terms

of modality, the scale value of color saturation is full-color saturation since it has many

colors on it, and the scale value of the contextualization is detailed background since it

has the cloth as a background of the image. According to Ping, the elements, such as

color, contextualization, representation, depth, and brightness, can help to realize the

modality meaning (2018, p. 40). Based on those elements which are the scale value,

the picture qualifies the criteria of high modality since the colors and the

contextualization exist.

The following picture is National Geographic magazine cover of the June 2020

edition that contains distance and modality.

Table 11. Interactive Strategies of June Edition

Description Old Woman Sitting on the

Chair

Distance Far Personal Distance



47

The second image is the National Geographic magazine cover of the June

edition. In this cover, there is a picture of an old woman in red sitting on a chair, holding

a brown purse, staring straight at the camera. In terms of distance, the picture of this

old woman has a spacious headroom, space on the left and right sides, and waist is seen

colliding with the frame of the magazine cover image. From those fields of vision, it

can be determined that the distance of this cover is the far personal distance, and the

relationship between represented participant and viewers is personal. In terms of

modality, the picture has many colors, which can be seen through the old woman's suit,

purse, and etcetera, which indicates it has a scale value of full color saturation. The

scale value of the contextualization is detailed background since it has an old-peeling-

wallpaper as a background of the picture. Ly and Jung, states that high modality

(realism) in this orientation is achieved with amplified modality marker values (e.g.

full-color saturation) that makes an image appear 'more than real' when compared to

the standard naturalistic coding orientation (2015, pp. 54-55). Based on those scale

values, it can be determined that the modality of the magazine cover of the June edition

is high.

The picture of National Geographic magazine cover of the July 2020 edition

that contains distance and modality is presented as follows.


48

Table 12. Interactive Strategies of July Edition

Description Mount Everest under

the Starry Sky

Distance Public Distance


The third image is the National Geographic magazine cover July edition. There

is a picture of white brown colored mount Everest under the dark-blue-starry sky. In

terms of distance, the whole picture of mount Everest is visible, and it has a spacious

background. Based on those fields of visions, the cover of the July edition has a public

distance in terms of distance, and the relationship between the represented participants

and the viewers is strangers. In terms of modality, the scale value of color saturation is

full-color saturation since it has many colors on it, and the scale value of the

contextualization is detailed background since it has the dark-blue-starry sky as the

background of the image. Based on those scale value, it can be determined that the

modality of the magazine cover is high.


49

The following picture is a National Geographic magazine cover of the July

2020 edition that contains distance and modality.

Table 13. Interactive Strategies of August Edition

Description Handling the Covid-19

Distance Personal Distance

Modality Medium Modality

The fourth image is the National Geographic magazine cover of the August

edition. There is a monochrome picture of a person wearing personal protective

equipment for covid-19. In terms of distance, the head to the waist of the person is seen.

Based on those fields of vision, the cover of the August edition has a public distance in

terms of distance, and the relationship between the represented participants and the

viewers is personal. In terms of modality, the scale value of color saturation is

monochrome since it is monochromatized, and the scale value of the contextualization

is detailed background since it has the dark-blue-starry sky as the background of the

image. As it is explained by Ly and Jung, if the picture has a detailed background in

contextualization, therefore it has maximum scale value which can be used to

determine modality (2015, p. 52). Based on those scale values, since it has a minimum


50

scale value of color saturation, and the maximum scale value of contextualization can

be determined that the modality of the magazine cover is medium.

The picture of National Geographic magazine cover of the September 2020

edition that contains distance and modality is presented as follows.

Table 14. Interactive Strategies of September Edition

Description Robot and the flower

Distance Close Distance

Modality Medium Modality

The last picture is the National Geographic magazine cover of the September

edition. On this cover, there is a picture of the hand of the robot holding the flower

holding a flower. From the picture, the whole figure of the robot's hand and the flower

are visible, and there is a lot of space between them. Those field of visions indicates

that the distance of this cover is the close social distance, and the relationship between

represented participants and the viewer is impersonal. According to Ly and Jung, at a

close social distance, the relationship between represented participant and viewer is

impersonal (2015, p. 52). In terms of modality, the picture has many colors which can


51

be seen through the robots' color complexity, and the flower which indicates it has a

scale value of full-color saturation. The scale value of the contextualization is the

absence of background since it has no background behind the picture. Based on those

scale values, it can be determined that the modality of the magazine cover of the June

edition is medium.

B. Possible Effects Interpreted by The Language and Visual Features

After analyzing the language and visual features that are done in the previous

discussion, this part answers the second problem, which is to find out the effects

interpreted by the language and visual features used in the National Geographic

magazine covers.

The language and visual features grant some effects in making the magazine

cover more persuasive that can attract people’s attention more. National Geographic

is one of the well-known magazine mass media brands globally. It is familiar among

common people, specifically English-speaking students, since the magazine is

originally published in English. Hence, in conducting this study, the researcher chooses

twenty English Letters students to fill the questionnaire related to the National

Geographic magazine cover.

There are twenty online questionnaires were distributed and filled by twenty

English Letters Department students of Universitas Sanata Dharma batch 2017-2019.

They were asked to rank each National Geographic magazine cover from May to

September Editions, whether they have ever read the magazine or not. The rank is


52

divided into five scales. Scale 1 (points 1-20) is utilized to point out that the magazine

cover is not persuasive very much. Scale 2 (points 21-40) is utilized to describe that

the magazine cover is not persuasive somewhat. Scale 3 (points 41-60) is used to

classify that the magazine cover is neutral. Scale 4 (point 61-80) is utilized to point out

that the magazine cover is persuasive somewhat. Lastly, Scale 5 is used to describe that

the magazine cover is persuasive very much. The result of the questionnaire is

presented in the table below.

Table 15. The Result of the Questionnaire

No Magazine Cover Responses Total

points

Category

1 2 3 4 5

1 National Geographic

Magazine Cover of

May Edition

0 0 9 6 5 67 Persuasive

some what


Magazine Cover of

June Edition


some what


Magazine Cover of

May Edition


some what


Magazine Cover of

August Edition


very much


Magazine Cover of

September Edition


some what


53

Based on the table of the result of the questionnaire above, there are two

categories that occurred from the assessment of the respondents. Those categories are

persuasive some what (PSW) which the point is 61-80, and persuasive very much

(PVM) which the point is 81-100. The result of the questionnaire determines which

National Geographic magazine cover is the most persuasive. According to Booth-

Butterfield, “persuasion is the skill of using words to change the way others think, feel,

and behave” (2009, p. 13). In addition, according to Seo, Dillard, & Shen, Images are

at least as complex as language, but one simple function that they can perform is to

amplify the verbal portion of a persuasive message (2013). To support this argument,

the study applies persuasive strategies from the linguistic point of view based on the

rhetorical device, familiar language, and deictic. Those are discussed in the table below.

Table 16. Persuasive Strategies of 5 Magazine Covers

No Magazine Cover Edition Persuasive Strategies

RD FL D

1 May ✓ ✓ ✓

2 June ✓ ✓ ✓

3 July ✓ ✓ ✓

4 Augustus ✓ ✓ ✓

5 September ✓ ✓ ✓


54

The table shows three indicators of persuasive strategies; they are rhetorical

device (RD), familiar language (FL), and deictic (D). Surprisingly, the data shows that

each edition of National Geographic magazine covers applies RD, FL, and D.

Therefore, all editions of the magazine cover can have a strong persuasive effect.

1. Respondents Chose Persuasive Some What

Referring to the table above, there are four magazine covers that can be

categorized as persuasive somewhat; they are the cover of May, June, July, and

September edition. In the next part, the discussion towards the scale of each magazine

cover is explained.

a. National Geographic Magazine Cover of May 2020 Edition

Based on the result of the questionnaire, picture number 1 is the lowest score,

which has 67 total points. The picture contains the language and visual features of

phonology, graphology, and interactive meaning. In phonology, there are alliteration,

assonance, and consonance. In graphology, there are capitalization and typography. In

interactive meaning, there are distance and modality. However, among 20 respondents,

there are 5 people who chose picture number 1 as persuasive the most. The reasons are

because the cover is full-color and has a title or headline and illustration that is eye-

catching.

In terms of language, the picture applies persuasive strategy rhetorical device

which is alliteration, the familiar languages which are bold and capitalization, and

deictic which are person deixis. Based on the reason derived from the open question


55

on the questionnaire, the headline is eye-catching. It is eye-catching since the words

“YOU’LL MISS THEM WHEN THEY’RE GONE” are undergoing rhetorical device

alliteration which occurs in the sound /ð/. When the initial consonant sound of some

couples of words is repeated, it is called alliteration (Madden, 2002, p. 70). The words

also undergoing familiar language capitalization and bold, person deixis you and they.

According to Yule, a deictic expression is a linguistic form used to accomplish this

'pointing' via language (1996, p. 9).

In terms of visual, the respondents are agreeing that the magazine cover is full

color. They consider it full color since it has a public distance and high modality. The

public distance allows the viewers to see surrounding things on a picture, which can

appear more colors from other things; but in this cover, the things are the insects.

b. National Geographic Magazine Cover of June 2020 Edition

Picture number 2 is the second-highest point which gets 76 total points. The

picture applies alliteration, assonance, and consonance at the phonological level. In

graphology, there are capitalization and typography. There are distance and modality

in interactive meaning. Hence, among 20 respondents, there are people who chose

picture number 2 as persuasive the most. Most of them point out the headline, the color,

and the image of an old woman in the picture. According to them, the image of an old

woman in the picture as though she wants to tell everything about World War II without

telling directly, and the color tone of the picture is natural and match.


56

The picture uses persuasive strategy rhetorical devices which are alliteration,

the familiar languages which are bold and capitalization, and deictic which are person

deixis. According to the open question by the respondents, the headline of the

magazine cover is pointed as persuasive. It is pointed because the words “THE LAST

VOICES OF WORLD WAR II” apply rhetorical device alliteration which occurs in

the sound /w/. It also uses capitalization and bold which are familiar language. The

deixis is also applied in the word “their” that is found in the words “75 years after the

End of history’s deadliest war, survivors share their stories.”

In terms of visual, the picture of the old woman who wants to tell her witnesses

about World War II is in line with the distance of the image, which is far personal

distance. In the far personal distance, the relation between the represented participant

and the viewer is personal. In a personal relationship, there is an intimate atmosphere

that the woman wants to tell her personal experience about World War II.

c. National Geographic Magazine Cover of July 2020 Edition

Based on the result of the questionnaire, picture number 3 is the fourth-highest

score which has 71 total points. The picture contains alliteration, assonance, and

consonance in the level of phonology. Capitalization and typography have also

occurred in graphology. In interactive meaning, there are distance and modality. Turns

out, among 20 respondents, there are 6 people who chose picture number 3 as

persuasive the most. The reasons why they chose it as the most persuasive are because

the headline is big and clear, which is easy to recognize, and the picture is simple.


57

In terms of language, the picture applies persuasive strategy rhetorical device

which is alliteration, the familiar language which are bold and capitalization, and

deictic which are person deixis. Based on the reason taken from the open question on

the questionnaire, the headline is big and clear, which is easy to recognize. The headline

is easy to recognize since the word "EVEREST" applies capitalization and bold which

is familiar language. However, it is also the largest text size on the magazine cover.

The rhetorical devices apply in this cover are alliteration and hyperbole which can be

found in the words “JOURNEY TO THE ROOF OF THE WORLD” in which the

sound /ð/ is repeated, and “WHY WE WEREN’T PREPARE FOR THE

CORONAVIRUS” in which the sound /w/ is repeated. The hyperbole is seen in the

phrase "ROOF OF THE WORLD" which means the top of Mount Everest. According

to Khan et al, 'hyperbole' means exaggeration which frequently uses of adjective and

adverbs (2017, p. 472). The Lastly is deixis, the deixis of time can be found in the word

"WERE" and the deixis of person can be found in the word "WE".

In terms of visual, the public distance allows the viewers to see surrounding

things on a picture such as the blue-dark sky, and the stars. Moreover, the use of

language and visual features in this may are prominent in giving persuasive effects.

d. National Geographic Magazine Cover of September 2020 Edition

Picture number 5 is the second-highest point, which gets 73 total points. The

picture also contains the language and visual features of phonology, graphology, and

interactive meaning. In phonology, there are alliteration, assonance, and consonance.


58

In graphology, there are capitalization and typography. In interactive meaning, there

are distance and modality. However, among 20 respondents, there are 5 people who

chose picture number 5 as persuasive the most. Unfortunately, only one of them gives

the reason. The reason is that the simple color of the magazine makes it look classy.

Based on the open question in the questionnaire, the respondent pointed out the

simple color used in the magazine, which is related to modality. In terms of visual, the

respondents were agreeing that the magazine cover has full-color saturation since it

uses some colors. However, the absence of the background makes this picture has a

medium modality. Hence, the absence of the background creates a simple effect to the

picture which makes it is chosen by the respondent. Unfortunately, there is no reason

regarding the language in choosing picture number 5. However, the picture uses

persuasive language devices such as rhetorical devices, familiar language, and deictic.

2. Respondents Chose Persuasive Very Much

Based on table 15, there is one magazine cover that can be categorized as

persuasive very much; it is the National Geographic Magazine cover of August edition.

In the next part, the discussion towards the scale of the magazine cover of August is

explained.

a. National Geographic Magazine Cover of August 2020 Edition

Picture number 4 is the highest point which gets 89 total points. The picture

also contains the language and visual features of phonology, graphology, and

interactive meaning. In phonology, there are alliteration and consonance. In


59

graphology, there are capitalization and typography. In interactive meaning, there are

distance and modality. Turns out, among 20 respondents, there are 11 respondents

chose it as persuasive very much (PVM). The reasons why they choose it as the most

persuasive are varied. Started form the image is perfectly match with the headline, the

image, and the headline telling the same issue, and the image illustrates the struggle of

stopping pandemics.

The picture uses persuasive strategy rhetorical devices which are alliteration,

the familiar language which is bold and capitalization, and deictic which are person

deixis. According to the reasons derived from the open question on the questionnaire,

the headline really tells the situation that is seen from the picture. The words

“STOPPING PANDEMICS" apply familiar language which is capitalization and bold.

It also applies rhetorical device alliteration of sound /w/ which can be found in the

words “What we’ve learned from history’s deadliest outbreaks." Lastly, the picture

uses the deixis person "we". The picture is very simple to compare to the others, but it

has a strong persuasive effect on the reader since the magazine cover has the largest

scale.

In terms of visual, according to the respondents, the picture matched with the

headlines. They are telling the same issue which is the coronavirus global pandemic.

The picture shows the image of a person wearing personal protective equipment for

handling the coronavirus patient. The occurrence of the head and the waist of the person

indicates that the distance of the picture is personal distance. The modality of the

picture is medium modality since it has a background and the color of the image is


60

monochrome. The application of monochrome color makes the cover distinct from the

others, which makes it looks striking and persuasive. It is supported by the statement

by one of the respondents that say; the reason is that it has a black and white filter, there

are not many letters on it, and it has a simple headline that makes readers more curious.

Hence, by comparing the characteristics of the magazine cover containing PSW

and PVM, it is clearly seen that magazine cover containing PVM is simpler than the

others. The National Geographic magazine cover August edition which has score of

PVM, has a lower number of language and visual features than the others. Therefore,

people more likely choose the simpler cover as the most attractive and persuasive.


61

CHAPTER V

CONCLUSION

Chapter5

This chapter concludes the analyzes and discussion of the first and second

problem formulations that have been done in the previous chapter. Based on the

analysis of the first problem formulation the researcher figures out the alliteration,

assonance, consonance, capitalization, and typography within the scoop of language,

and distance and modality within the scoop of visual. Those features are found in each

edition of magazine covers exceptionally assonance which does not occur in August

edition.

In the second problem formulation, the researcher employs twenty online

questionnaires that have been distributed and filled by twenty English Letters

Department students of Universitas Sanata Dharma batch 2017-2019. The result of the

questionnaire shows that there are two categories that occurred from the assessment by

respondents. Those categories are persuasive some what (PSW) which the point is 61-

80, and persuasive very much (PVM) which the point is 81-100. Based on the

questionnaire analysis, there is only one prominent magazine cover with PVM

category. It is picture number 4, National Geographic magazine cover of August

edition. Surprisingly, this implies that the absence of assonance, and the application of

personal distance, and medium modality gives the magazine cover more persuasive

effect and attractive than the others, which has 89 points. However, the other pictures


62

besides picture number 4 are also persuasive and attractive since none of them gets

than 60 points.

Thus, it can be concluded that picture number 4 which has a lower number of

language and visual features than the others is more attractive. This is proven by the

answer of the respondents that say the image and the headline are perfectly match and

telling the same issue which illustrates the struggle of stopping pandemics. Moreover,

according to one of them, the reason is that it has a black and white filter, there are not

many letters on it, and it has a simple headline that makes readers more curious.

Additionally, picture number 4 gains the highest point which gets 89 total points which

make it proven as the most attractive magazine cover analyzed in this study.

Thereby, the reasons and opinions of the respondents certainly give the view

about the purposes of language and visual features in the magazine covers. The

language and visual features indeed give significant persuasive effects which can

attract the viewer to read the magazine. Therefore, the use of language and visual

features on the National Geographic magazine cover of May-September Editions 2020

are successfully attracting the consumer to choose the magazine as reading materials

and references.

For the further researcher, it is prompted to re-develop stylistic and visual

analysis in different magazine covers. Furthermore, since this research discusses the

level of phonology, graphology, and the interactive meaning of visual grammar, further

researchers are suggested to conduct research based on the level of syntax, semantics,

and other features of visual grammar.


63

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(Undergraduate Thesis). Universitas Sanata Dharma, Yogyakarta.

Baron, N. S. (2013). Redefining Reading: The Impact of Digital Communication

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