The Analysis of Language Style in Headline of English ...repository.uinjkt.ac.id/dspace/bitstream/123456789... · ii LEGALIZATION The thesis entitled “The Analysis of Language Style

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APPROVEMENT

THE ANALYSIS OF LANGUAGE STYLE IN HEADLINE OF ENGLISH MAGAZINE’S ADVERTISEMENT.

A Thesis Submitted to Letters and Humanities Faculty In Partial Fulfillment of the Requirement for

The Strata One Degree

BAEZA HAPSAH

No. 203026002093

Approved by:

Dr. Frans Sanyogie, M. Pd Supervisor

ENGLISH LETTERS DEPARTMENT LETTERS AND HUMANITIES FACULTY

STATE ISLAMIC UNIVERSITY ”SYARIF HIDAYATULLAH”

JAKARTA

2008

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LEGALIZATION

The thesis entitled “The Analysis of Language Style in Headline of English

Magazine’s Advertisement“has been defended before the Letters and Humanities

Faculty’s Examination Committee on July, 2008. The thesis has already been

accepted as a partial fulfillment of the requirement for the strata one degree.

Jakarta, October, 2008.

Examinations Committee

Chair Person, Secretary,

Dr. Muhammad Farkhan, M.Pd Drs. A. Saefuddin, M.Pd. NIP. 150 299 480 NIP. 150 261 902

Examiners,

Dr. Muhammad Farkhan, M.Pd Drs. A. Saefuddin, M.Pd.

NIP. 150 299 480 NIP. 150 261 902

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ABSTRACT

Baeza Hapsah, The Analysis of Language Style in Headline of English Magazine’s Advertisement. A Thesis: Adab and Humanities Faculty, State Islamic University “Syarif Hidayatullah” Jakarta, 2008.

In this thesis the writer wants to analyze language styles in headline which is often used in advertisements taken randomly from different edition such as Cleo magazine in September 2007, Vogue magazine in July 2006, and Cosmopolitan magazines in April 2005.

The writer uses 15 advertisements as the object of her research analysed

by using the theory of stylistics and figure of speech approach about language style. The first step that she does is to classify the language styles that are about personification, alliteration, assonance, hyperbole, ellipsis, and simile that are mostly used in advertisements. The second step is to analyze all language styles applied in every word on the headlines.

From the research, it is found personifications mostly appears five times,

alliteration which appears four times, assonance and hyperbole are appears twice, ellipsis and simile have the same proportion, because they appear once from 15 advertisements.

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DECLARATION

I hereby declare that this submission is my own work and that, so to the best of

my knowledge and belief, it contains no material previously published or written

by another person nor material which to a substantial extent has been accepted for

the award of any other degree or diploma of the university or other institute of

higher learning, except where due acknowledgment has been made in the text.

Jakarta, October, 2008

Baeza Hapsah

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ACKNOWLEDGEMENT

Alhamdulillah, praise to Allah SWT, who has given the writer his gift and

opportunity to complete her paper. May Allah SWT give the happiness and

prosperity to the prophet Muhammad SAW his disciples and followers. A special

word of thank to the writer’s supervisor, Dr. Frans Sayogie, M. Pd. for his

guidance to write this paper, his valuable suggestion for making this paper better

and useful. The writer also would like to thank Mr. Dr. Muhammad Farkhan, M.

Pd., as a head of English Letters Department and Mr. Drs. A. Saefuddin, M. Pd.,

as the Secretary of English Letters Department.

A special gratitude is expressed to her beloved parents, thanks for spiritual

and material support. Beside that the writer cannot deny herself the pleasure of

publicly thanking her beloved brothers Sulis Fikri Thoriq, Ilyas Haris and

Muhammad Syarif Thoyib for their support in doing this paper and also their

kindness. She is also grateful to Decky (MWALM), Retina, Yohana, Kiki, Ajat,

Ikmal, the student of the Department of English Letters 2004, my close friend

Riza, Acay and all names that are not mentioned in this paper.

May Allah, the Almighty bless them all and give them happiness. Finally,

she hope that may this paper is useful for acknowledge in English and the writer is

also glad to receive constructive suggestion for improving this paper.

Jakarta, October, 2008

The Writer

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TABLE OF CONTENS

ABSTRACT……………………………………………………….. i

APPROVEMENT………………………………………………... ii

LEGALIZATION……………………………………………….… iii

DECLARATION………………………………………………….. iv

ACKNOWLEDGEMENT………………………………………... v

TABLE OF CONTENTS…………………………………………. vi

CHAPTER I. INTRODUCTION………....………….….... 1

A. Background of the Study…………………………….... 1

B. Focus of the Study…………………………………..…. 4

C. Research Questions…………………………….………. 4

D. Significances of the Study…………………….…….….. 4

E. Research Methodology……………………….……..….. 5

1. Objective of the Study……………………………… 5

2. Method of the Study………………………………... 5

3. Techniques of Data Analysis……………………… 5

4. Instrument of the Research………………………… 6

5. Unit of Analysis…………………………………….. 6

CHAPTER II. THEORETICAL FRAMEWORK…....…... 7

A. Stylistics...…………………………………..…..…...…... 7

B. Figure of Speech...…………………………….……..…. 9

C. Kinds of Style…………………………….…….……...… 10

D. Kinds of Meaning............................................................. 12

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CHAPTER III. THE RESEARCH FINDINGS………..…... 15

A. The Table of Data Description …….……………….….. 15

B. Data Analysis.………………………..……………….…. 18

1. Classification of Language Style.………………...... 18

2. The Message to the Reader………………………… 48

CHAPTER IV. CONCLUSIONS AND SUGGESTIONS...... 49

BIBLIOGRAPHY……………………………………………..……... 51

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CHAPTER I

INTRODUCTION

A. Background of the Study

Advertisement is a message of a product delivered through media,

supported by sponsors to some or all people. In making a product of

advertisement, language an important part, because language is the system of

sound and word used by human to express their thoughts and feelings, the

particular way or style of speaking or writing, and the words and phrases used

by a particular group or profession1. In the other word language is a tool to

send an idea, information, and express a feeling in communication.

Communication about information of product is one of social

communication activities which have a commercial objective. Communication

itself is a process in forming, delivering, receiving, and processing messages

in one or two persons or more.

Communication is a process to explain “who?”, “telling what?”, “in

which channel?”, “to whom?”, and “with what result or effect?”.

Communication is a process involving four components, they are:

1 Hornby, AS. Oxford Advanced Learner’s Dictionary of Current English (New York: Oxford university press, 1995), p. 662.

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1. Source or communicator is a person or a group who send a message.

2. Message is a symbol using words in writing or oral, pictures, numbers,

and gestures.

3. Channel or medium is an instrument to send a message. For example,

electronic medium, such as television, radio, and printed medium, such

as newspaper, magazine or interpersonal communications.

4. Receiver or audience is a person or a group become message receiver

target.

The components above introduced by David Berlo are commonly

called by S-M-C-R model.2 For an effective communication, someone should

use appropriate language that is easily understood by others, especially

receivers, based on the grammatical structures. “The advertisement also

should use language that is easily understood by receivers.”3

The advertisement must be able to influence the audience or receiver

and make them change their perceptions of the product and finally they will

take positive action to buy the offered product. “Advertisers themselves say

that ads are a mixture of rational and emotional appeals.”4

Therefore, some of people claim that advertising’s nature as another

form of human communication. Regular conversation illustrates how all

human communication, including advertising. In regular conversation how

something is said is as important as what is said. In printed advertising, art,

2 Dinas Pertanahan dan pemetaan, Laporan Pendahuluan (Jakarta: PT. Pratama Pola Cipta, 2005), h.7-8. 3 Asmah, Bahasa Iklan Perniagaan: Suatu Kajian Bahasa Retorik (Kuala Lumpur: Dewan Bahasa dan Pustaka, 1984), h.5. 4 David Bernstein, Creative Advertising. (London: Longman, 1974), p. 295.

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layout, typeface, and magazine are carrying the emotional messages just as

important as the rational content of what the communicator says.

A magazine is one of printed medium which offers the product through

advertisements. The advertisers should pay attention more to choose an

appropriate language. Therefore the usages of language style or figure of

speech such as Alliteration, Assonance, Simile, Personification, Hyperbole,

Ellipsis, etc., are one of choices often used in a headline of their

advertisements. One of a headline, for example a product of advertisement

uses style of language in magazine below;

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SOME CURLS HAVE ALL THE LUCK

The advertisement above is taken from Cosmopolitan magazine. It is a hair

serum advertisement of Fizz Ease. The language style that is used in the

headline’s advertisement above is personification, because the phrase of

headline implies as if curls are personified. In this case, the headline uses curls

as substitution of human being which has all the luck.

Therefore, the writer is interested in using English magazines such as

Cleo, Vogue and Cosmopolitan magazines to be analyzed, because there are

many advertisements using language style in their headline, so that she is

challenged to identify any language style used in advertising of the magazines.

B. Focus of the Study

The writer focuses the research on an interesting aspect that uses

language style at advertising language in English magazines, such as, Cleo,

Vogue and Cosmopolitan magazines or in other word, the writer limits the

problem only about the language style of the headline which is used by

advertising of the product in Cleo, Vogue and Cosmopolitan magazines.

C. Research Questions

Based on the background of study above, the writer formulates the

problem to be analyzed, as follow:

1. What kinds of language style are mostly used in advertisements?

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2. How do the language styles convey the message to the reader?

D. Significances of the Study

The writer expects this research generally can increase the science in

the field of language and especially for the readers or the other researcher who

is interested to know the use of language style as a medium to promote a

product in the advertisements.

E. Research Methodology

4. Objective of the Study

The purpose that will be expected by the writer in this research is

to find out the kinds of language style which are mostly used in

advertisements.

5. Method of the Study

Based on the research questions and the objective of the study, the

method that is used in this research is qualitative method, which is to

analyze data, to identify every language style used by advertisements of

the product in Cleo, Vogue and Cosmopolitan magazines.

6. Techniques of Data Analysis

Techniques of data analysis used by the writer consist of some

steps, they are:

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1. Collecting the data of product advertisements from Cleo, Vogue and

Cosmopolitan magazines.

2. Finding some theories such as stylistics and figure of speech that

relevant to the research.

3. Analyzing kinds of advertising language style making tables of

product advertisements.

6. Instrument of the research

Instrument of the research is the writer herself as the subject by

reading collecting and analyzing the acquired data.

7. Unit of Analysis

The unit of analysis in this research are Cleo, Vogue and

Cosmopolitan magazines which were taken randomly from different

edition for some advertisements, and the writer uses 15 advertisements as

the object in this analysis.

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CHAPTER II

THEORETICAL FRAMEWORK

E. Stylistics

Stylistics is the study of varieties of language which properties position

of language in context, for example, the language of advertising, politics,

religion, individual authors, etc.5 In the advertising, language style is

determined by the relationship between the producer and the consumer in a

certain context or situation.

Stylistics itself is the part of linguistics which concentrates on variation

in the use of language, often but not exclusively, which is the special attention

to the most conscious and complex use of language in literature. Stylistic is a

method about the style of language. According to Simpson, The definition of

stylistics is a method of textual interpretation in which primacy of place is

assigned to language.6

Leech has his own opinion about stylistics. He explains “Stylistics,

simply defined as the (linguistic) study of style, is rarely undertaken for its

5 Stylistics (linguistics), Wikipedia, the free encyclopedia March 09 2008. http://en.wikipedia.org/wiki/stylistics_%linguistics%29, p.1. 6 Paul Simpson, Stylistics: a resource book for students (London and New York: Rout Ladge, 2004), p.2.

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own sake, simply as an exercise in describing what use in made of language”7

in other word, stylistics is a study which learns about style.

Style is the use of the language in a certain context, by a certain people

and for a certain reason. Style is different from structural grammar. It cannot

be quantified, it has no rules. Style impacts to writing, strengthens the contact

with the reader and heightens their awareness. Therefore, style is always

concerned with relationship between the participants in a certain situation.

The aim of studying language style is to explain something, and in

general, literary stylistics has, implicitly, the goal of explaining the relation

between language and artistic function.8 The usage of language style is to

show or describing something by using uniquely, artistic, and beautiful words

which can make the reader feel what the writer feeling and also to explore

creativity in language use.

The connection between stylistics and literature bring two important

caveats, Such as: “The first is that creativity and innovation in language use

should not be seen as the exclusive preserve of literary writing. Many forms of

discourse (advertising, journalist, popular music-even casual conversation)

often display a high degree of stylistic dexterity, such that it would be wrong

view dexterity in language use as exclusive to canonical literature. The second

caveat is that the techniques of stylistic analysis as much about deriving

2 Geoffrey Leech, N and short, michael H. Style in Fiction (London and New York: Longman Group Limited, 1981), p.13. 8 Ibid.

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insights about linguistics structure and function as they are about

understanding literary texts.”9

Moreover, stylistics is interns in language a function of texts in context

and last of all style or language style has limit as the way to express the

writer’s thought by language which will show soul or the writer’s personality.

So that the choice of language style is mostly used by advertisers in their

language, because the idea behind a creative concept in advertising is usually

expressed in some attention and also the reader become memorable with the

phrase.

F. Figure of Speech

Figure of speech is any way of saying something other than the

ordinary way.10 Figures of speech are often used and crafted for emphasis,

freshness of expression, or clarity. However, clarity may also suffer from their

use. Note that all theories of meaning necessarily have a concept of "literal

language". Figure of speech is not an entirely coherent concept.11 Language

style called trope and figure of speech is divided into two:

1. Rhetorical style, it is irrelevance from common structures for certain

effects. There are kinds of Rhetorical style such as Alliteration,

Assonance, Ellipsis, Euphemism, Prolepsis, Hyperbole, etc. 12

9 Paul Simpson (2004), op.cit. 3. 10 Laurence Perrine, Sound and Sense (London: Harcourt Brace College Publisher, 1991), h.61. 11 Figure of speech, Wikipedia, the free encyclopedia March 09 2008. http://en.wikipedia.com/wiki/html, p.1. 12 Gorys Keraf, Diksi dan Gaya bahasa (Jakarta: Gramedia Pustaka Utama, 2006), Cet. Ke-16 h.129.

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2. Allusion is irrelevance away from common structure especially in

meaning. There are kinds of Allusion style such as Simile, Metaphor,

Personification, Metonymy, etc. 13

C. Kinds of style

There are some kinds of language style, but in this research the writer

only uses some of them. These are the following kinds of style that the writer

uses:

a. Simile

Simile is an explicit comparison between two things which has different

reality. The words that are usually used are as…if, as…as, as like, as

though, etc. For example, “He can swim as fast as a fish”.

b. Metaphor

Metaphor style is language style which comparing two matters implicitly,

or in the other words an implied comparison of two unlike things. For

example, “You are my sun”.

c. Personification

Personification is attributing or applying human qualities to inanimate

object, animals, or natural phenomena. In other words, personification is

describing a nonliving object as if there are and lives like human being.

For example, “Play with your beauty”.

13 Ibid. pp.129-142.

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d. Metonymy

Metonymy style is replacing the name of something by the name of thing

which has the same character or Substitution of a word to suggest what is

really meant. For example, “She drives her new Chevrolet”.

e. Alliteration

Alliteration is a series of words that begin with the same letter or sound

alike. In other words, Alliteration is language style that has repetition of

the same consonant sound that follows each other, it is usually used in

poem and prose, to create beautiful sentence or to emphasize word. For

example, “You came and you change my whole life now”.

f. Assonance

Assonance is the repetition of vowel sounds, most commonly within a

short passage of verse or language style that has repetition of the same

vowel sound in words that follow each other, and it usually used in poem

to emphasize or to make it more artistic. For example, “You will have

healthy and shiny white skin”.

g. Ellipsis

Ellipsis is language style that omits a part of sentence which easily to be

filled or interpreted by reader and make the meaning of sentence become

clear. For example, “She looks fresh, pretty and…”

h. Euphemism

Euphemism is Substitution of a less offensive or more agreeable term for

another. The expression of this style is used to replace the words that have

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insulting and unpleasant meaning. For example, “Change your dark skin

by Nivea whitening.”

i. Prolepsis

Prolepsis is language style that using a word before event in fact happened,

in other words, refuting anticipated objections as part of the main

argument. For example, “Wow…big sale up to 70%”

j. Hyperbole

Hyperbole is language style that exaggeration either the character or size

of thing which has aim to emphasize, to intensifying, etc. For example,

“You will have a perfect feeling!”

G. Kinds of Meaning

Language is appliance to submit an idea, information and express a feeling

in communication between the people who interacted. One language consists

of two part, they are speech and content. Speech is system of sound which is

used by the speaker, while content is the meaning of its speech.

A speech consists of meaning that can be understood by the speaker who

uses the same language. The study of content belongs to semantic fields, a

branch of linguistics that study of meaning. “Meaning has an important role in

language. Without meaning, speech or expression is useless. Meaning of an

expression is said to be want the expression refers to, and the idea associated

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with it in person’s mind, or the stimulus which elicits utterance of it and

behavioural responses it evokes.”14

According to Keraf, in general, meaning has two base kinds and

differences to the meaning having the character of connotative and

denotative.15 Here, are the explanations;

1. Denotative Meaning

Denotative meaning is usually called in some other term such as

denotation, cognitive, conceptual, ideational, referential or propositional

meaning. It is called denotation, referential, conceptual, and ideational or

meaning because it is denotes to referent, concept, or certain idea. In other

term, denotative meaning is called as cognitive meaning because it relate

to awareness; stimulus (speaker) and response (listener) concerning things

able to be received by awareness of human being., and this meaning is also

propositional meaning because relate to information or factual statements.

In other side, Leech has own opinion about denotative, it is widely

assumed to be central factor in linguistics communication and it provides

for any given interpretation of a sentence.16 Denotative meaning has

objective direction, indication and no extra meaning so it only denotes

directly to its referent, concept and idea.

2. Connotative Meaning

Connotative meaning is also called connotation, emotive, or

evaluative meaning. Connotative meaning is one of meaning which 14 J.A. Fodor, The language of thought (Cambridge: Harvard University Press, 1975), p.13. 15 Keraf (2006), op.cit. pp.27-30. 16 Geoffrey Leech, Semantics (New Zeland: Penquin Books, 1981), p.10.

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contains stimulus and response of emotional values. Apart of connotative

meaning happen because speaker wants to express of feeling, agree,

disagree, like or dislike etc, to listener or other who selected the same

word to express they felling each other.

In other side Leech has own opinion about connotative meaning. It

is the communicative value an expression has by virtue of what it refers to,

over and above its purely conceptual content.17

17 Ibid. p.14.

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CHAPTER III

THE RESEARCH FINDINGS

A. The Table of Data Description

The table of data description from 15 advertisements is taken from English

Magazines; Cleo, Vogue and Cosmopolitan Magazines.

Table 1: Data Description

Advertisement Headline Style

1 Do Your Eyes Say Enough? Personification

2 Fall In Love With Your Hair Personification

3 Love Your Shape Personification

4 Offer Your Skin A Reservior Of Moisture, It’ll Never Be

Thirsty Again. Personification

5 Pick Me Up At Dôme Personification

6 Lenses that Last From Sunrise To Sunset Alliteration

7 Preserve, Prolong And Protect Your Precious Red

Colour Alliteration

8 You Can Change. Confident Is A Choice. Alliteration

9 You Can Fit In Too. Just Take Two. Alliteration

10 Always Mature Always Young Assonance

11 Where Your Presence is, There My Heart Will Be. Assonance

12 Luminous Skin That’s So Perfect, Yet Natural… Hyperbole

13 The Perfect Indulgence Comprising The World’s Finest

Natural Ingredients. Hyperbole

14 Wild, Sexy And … Ellipsis

15 Change Your Hair As Often As You Change Your Mind Simile

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The results taken from the table of data description above will be shown in

the table based on the rank of style that is mostly used in advertisements at

Cleo, Vogue and Cosmopolitan magazines.

Table 2: The results of data Rank Style Appearance in advertisement

1 Personification 5 times

2 Alliteration 4 times

3 Assonance 2 times

Hyperbole 2 times

4 Ellipsis 1 times

Simile 1 times

The table above shows that personifications mostly appear in

advertisements. This style is in the first rank because it appears five times

from 15 advertisements. Personification style is a simple and interesting style

because it used to persuade and influence the reader’s attention to use the

products that have been advertised on the magazine.

The second rank is alliteration which appears four times from 15

advertisements. Alliteration is use to create beautiful sentence or phrase

because it has repetition of the same consonant sound, so it make the

advertisements more artistic.

Assonance and Hyperbole are in the third rank which appears twice from

15 advertisements. Assonance is different from alliteration because assonance

has a repetition of the same sound vowel to make the advertisements more

artistic. Hyperbole style is style which has extravagant and obvious

exaggeration in making an interesting advertisement.

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Ellipsis and simile are in the fourth rank which has the same proportion,

because they appear once from 15 advertisements. Ellipsis is used to create the

curiosity of the reader, and simile is style that compares two things which has

different reality but assumed is same, so it make memorable for the readers.

From analysis above the writer concludes that advertisements generally

use connotative meaning because connotative meaning has an extra meaning,

use figure of speech and non meaning. In fact connotative meaning also has

commercial value in the field of advertisement because this meaning contains

strong influence, so that it can drew reader’s attention and enthusiasm for

product which is offered on the market. Compared to denotative meaning

which indication with meaning truthfully, denotative does not has extra

meaning in it.

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B. Data Analysis

1. Classification of language style

Figure 1. Personification

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DO YOUR EYES SAY ENOUGH?

The advertisement above is taken from Cosmopolitan Magazine in April,

2005 edition. It is an eye shadow advertisement of Clinique. This product is

made for women who have sensitive skin, because Clinique introduces New

Color Surge Eye Shadow that will make your eyes remain to be healthy and

beautiful.

The language style used in the headline’s advertisement above is

personification, because the sentence of Do your eyes say enough? implies

as if the eyes is personified. Like the writer explained before, personification

is describing a nonliving object as if there are and lives like human being. In

this case, the sentence of headline used eyes as substitute of human being who

can say enough; when the word of say itself is also one of activity that human

being always do. The headline on it has connotative meaning; because it has

communicative and commercial value on expression which has been received

for the readers.

In this advertisement, denotative meaning of this headline means that there

is something happened with eyes like allergy or many more that can make an

eyes become not comfortable. This product wants to give the solution of your

eyes problem, and to show that these products are saving for your eyes. So,

the advertiser wants to introduce their product is good, and you will never say

enough to try many colors of eye shadow that you want.

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FALL IN LOVE WITH YOUR HAIR

The advertisement above is taken from Cleo Magazine in September, 2007

edition. It is a daily shampoo advertisement of Evokativ. For girls who love to

wash their hair, here is a shampoo you can lather up in every day while

keeping moisture and essential nutrients in the stands.

The language style used in the headline’s advertisement above is also

personification, because the phrase of Fall in love with your hair implies as

if hair are personified. In this case, the sentence of headline used hair as

substitute of human being which could be loved by human.

The headline on it contains of connotative meaning, because it has an extra

meaning that arises as a result of words that are written in the advertisement.

Based on the picture, it is easy to get denotative meaning from the headline.

Fall in love is to feel a sudden strong attraction for something, especially for

this case is hair, so the meaning of this phrase is the correct expression to

express result of using this product, because after using this product you will

feel responsible to always give the best treatment for your hair to be healthy,

beautiful and interesting.

Therefore the headline that was made by advertiser that wants to introduce

their product which can help you to make your hair more weightless forms and

natural looks movement create that reveal the healthy and sensual quality in

every day.

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LOVE YOUR SHAPE


2005 edition. It is a fruit flavoured water drink advertising of Shape. The

mineral water has zero calories that can help you to replenish your body and

balance your diet, so you will love your shape of body.


personification; it was shown in the phrase of Love your shape implies as if

the drink is personified. In this case, it is almost the same with advertisement

2, because from the picture above the sentence of headline used shape or

name of drink as substitute of human being which could be love by human.

The headline on it has connotative meaning, because the phrase indicates

to the concept that loves your shape if you want to get health. Denotative

meaning of this headline is loves your shape of body by healthy drinks Shape

the fruit flavoured water, because in that headline advertiser wants to

introduce that their product can help you to balance your diet.

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OFFER YOUR SKIN A RESERVIOR OF MOISTURE,

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IT’LL NEVER BE THIRSTY AGAIN.


edition. It is cream and serum advertisement of Clarins. Two essential beauty

products containing exceptional plant extracts which maintain ideal moisture

levels protect against pollution and preserve that ski’s suppleness and youthful

radiance. So that can make your skin never be thirsty again.


personification, because the sentence of Offer your skin a reservoir of

moisture, it’ll never be thirsty again implies as if the skin are personified. In

this case, the sentence of headline used skin as substitute of human being

which can thirsty like human being.

The headline on it contains connotative meaning, because it has

commercial value on the market to reader. Denotative meaning of headline

advertisement means that by using this product your skin will have many

minerals and will not dry anymore.

The advertiser wants to introduce that their products containing

exceptional plant extracts which maintain ideal moisture levels, protect against

pollution and preserve the skin’s suppleness and youthful radiance.

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PICK ME UP AT DÔME

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edition. It is a coffee ice drink advertisement of Dôme coffee shop. The new

flavours that available in 5 ‘un-put-downable’ now you can pick it up at

Dôme.

The phrase of Pick me up at Dôme implies as if the drink is personified,

so the language style that used in this advertisement is personification. Base

on the picture the phrase of headline used drink as substitute of human being

which could be picking up like human being.

The headline on it has connotative meaning, because it has commercial

value on the market to reader. Denotative meaning in this phrase is that the

coffee shop have some new drinks of coffee, you just come and pick some of

them at Dôme.

The advertiser wants to introduce that the new drinks has the combinations

of ice cold milk, whipped cream and crushed ice make a Dôme Expreski the

ultimate, ingredient energy drink.

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Figure 6. Alliteration

LENSES THAT LAST FROM SUNRISE TO SUNSET.

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edition. It is breathable contact lenses of O2OPTIX. The smarter and healthier

choice for fresher, greater-feeling eyes all day, and all night long.

The sentence Lenses that last from sunrise to sunset has repetition of the

same L and S consonant sound that follows each other, so the language style

that used in the headline’s advertisement above is alliteration. Like the writer

explained before Alliteration is a series of words that begin with the same

letter or sound alike, in the other words is language style that has repetition of

the same consonant sound that follows each other, it usually used in poem and

prose, to create beautiful sentence or to emphasize word.

The headline on it has connotative meaning, because it has an extra

meaning and commercial value of the product, which is market to the reader.

The denotative meaning in this sentence is advertiser offers contact lenses of

O2OPTIX that will company you when you have activities in 24 hours.

The advertiser wants to inform that this product transmit up to five times

more oxygen to your eyes. This means healthy, comfortable eyes even after

long hours use, and no more end-of-day discomfort, such as dryness or

redness.

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PRESERVE, PROLONG AND PROTECT YOUR

PRECIOUS RED COLOUR

The advertisement above is taken from Vogue Magazine in July, 2006

edition. It is a hair treatment product advertisement of Radiant Red like

shampoo, conditioner, and daily protectors feature an anti-fade system. Using

these products, you can preserve your hair, richer or brighter, more vivid, and

keep your lovely red hair.


alliteration, because the phrase of Preserve, prolong and protect your

precious red colour has a repetition of the same P consonant sound that

follows each other to emphasize and make it more artistic.

The headline on it contains connotative meaning, because the phrase has

an extra meaning. The denotative of this phrase is the products will take care,

quickening growth and protect your beautiful hair from damage effect of

coloration.

The advertiser wants to give the solution for the girls or women who have

colour red hair, which will give them protection.

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YOU CAN CHANGE. CONFIDENT IS A CHOICE.

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edition. It is a yoghurt advertisement of Dutch Lady. Using this product will

keep you looking good and feeling great for a 100% more confident you.

The language style used in this headline’s advertisement is alliteration,

because the sentence of you can change. Confidence is choice has a

repetition of the same C consonant sound that follows each other to emphasize

and make it more artistic.

The headline on it contains connotative meaning, because it has an extra

meaning and commercial value of product which will offered to readers. The

denotative meaning of this sentence is the word of change in that sentence

wants to show that become or make something different in you body will

make you confidence or a feeling of certainty; trust in one’s own ability, and

the only way that you have to choose base on the picture is Dutch Lady to

drink in every day.

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YOU CAN FIT IN TOO. JUST TAKE TWO.

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edition. It is a slimming formula advertisement of Beauxlim d Formula. The

advertisement wants to introduce that their product can help you to reduce

body weight and restore confidence in you. Now that size is in your control,

fitting in is no question.


alliteration, because the sentence of you can fit in too. Just take two has a

repetition of the same T consonant sounds in word too and two that follows

each other and also sounds alike to emphasize and make it more artistic.

The headline on it has connotative meaning, because the advertiser wants

to make the readers agree with their idea. Denotative meaning of this sentence

is the reader doesn’t worry to fit or to be of the right size, type jeans that you

want too but before that, do not forget to drink of Beauxlim d Formula two

times in your days.

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Figure 10. Assonance

ALWAYS MATURE ALWAYS YOUNG

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edition. It is a watch advertisement of Titus. By using this product you will

always look mature and young in your days.


assonance, because the phrase of always mature always young has repetition

of A vowel sound in word always that follows each other. Like writer

explained before assonance is the repetition of vowel sounds, most commonly

within a short passage of verse or language style that has repetition of the

same vowel sound in words that follow each other, and it usually used in

poem to emphasize or to make it more artistic.

The headline on it has connotative meaning, because the phrase identifies

the concept that after you buy this watch your day will be impressive, you

look elegant when you use Titus products every day. Denotative meaning in

the phrase of always mature is fully grown or developed in mine or body at all

times or on every occasion, and always young is a person’s appearance,

attitudes or behavior at all times or on every occasion. In this headline the

advertiser wants to say that this watch is suited for various ages either girls or

women which can use in every your days.

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Figure 11. Assonance

WHERE YOUR PRESENCE IS, THERE MY HEART WILL BE.

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edition. It is a perfume advertisement of Enchanteur®

The language style used in the headline’s advertisement is assonance,

because it shows from the repetition of E vowel sound in word where and

there that follows each other in the sentence of Where your presence is,

there my heart will be.


meaning that arises as a result of words that are written in the advertisement.

The denotative meaning it was symbolized this fragrance that you use will be

taken to where ever you prefer to place where your heart wish is and enjoy

your life.

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Figure 12. Hyperbole

LUMINOUS SKIN THAT’S SO PERFECT, YET NATURAL...

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edition. It is a cosmetic advertisement of Maybelline. In this advertisement

Maybelline New York introduces AngelFit, the amazing foundation that

perfectly hides flaws, imperfections, and you’ll always have a smooth and

luminous complexion that’s so perfect and natural.


hyperbole, because the word perfect implies extravagant and obvious

exaggeration. Like writer explained before the meaning of hyperbole is

language style that exaggeration either the character or size of thing which has

aim to emphasize, to intensifying. In this case, the word of perfect has

meaning that having everything that necessary and complete.


meaning and assumed commercial value. Denotative meaning of Luminous

skin that’s so perfect, yet natural.. is the perfect thing that every woman

want is the shiny skin and also natural.

In this headline the advertisers want to say that if you use their product,

your appearance will be natural and perfect in every day.

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Figure 13. Hyperbole

THE PERFECT INDULGENCE

COMPRISING THE WORLD’S FINEST NATURAL INGREDIENTS...

l


edition. It is an ice cream advertisement of Häagen-Dazs.


hyperbole, because the word of perfect in that sentence implies extravagant

meaning. In this case is also same with advertisement 12.

The headline on it has connotative meaning, because it has an extra

meaning and commercial value. Denotative meaning of this headline is the

product has made from the world’s finest natural ingredient and it will make

you feel be pampered when you eat the ice cream of Häagen-Dazs. The

advertiser try to influence the reader to complete their leisure time by eat an

ice cream of Häagen-Dazs.

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Figure 14. Ellipsis

WILD, SEXY AND…

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edition. It is a perfume advertisement of Glow after Dark JLo.

The language style used in the headline’s advertisement above is ellipsis,

because the phrase of Wild, sexy and … is intentionally left and incomplete

part of its phase stated below is omitted, but the reader can guess easily it is

the fragrance of Glow After Dark by JLo. Just want to reminding that ellipsis

is language style that omits a part of sentence which easily to be filled or

interpreted by reader and make the meaning of sentence become clear.

The headline on it has connotative meaning, because the advertiser wants

to make the readers agree with their idea and make the advertisement it self

interesting. The denotative meaning of advertisement above is if you use the

fragrance, you will feel like living free in natural conditions, feeling sexual

desire and full of strong feeling more else than you feel before.

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Figure 15. Simile

CHANGE YOUR HAIR AS OFTEN AS YOU CHANGE YOUR MIND.

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2007 edition. It is a hairdo advertisement of Jessica Simpson and Ken Pavés.

You can follow a simple hairdo of Jessica’s hairstyles and change your

hairstyle anytime you want as often as you change your mind.

The phrase of as often as has same meaning, so the language style used in

the headline’s advertisement above is simile. Simile is Simile is language style

that an explicit comparison between two things which has different reality.

The words that are usually used are as…if, as…as, as like, as though, etc. the

word of hair is refer to mind so the meaning of the headline is you can change

your hair more often like you change your mind, and it same as Jessica do.

The headline on it contains connotative meaning, because the advertiser

wants to make the readers agree with their idea. The denotative meaning is

when you change your mood in your day you can express by following any

kind of Jessica’s simple hairdo because with that way you would get different

appearance that matching with your mood.

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2. The Message To the reader

With many kinds of language style, it will be easier for advertiser or

copywriter in making a headline. By choosing the interested words and to

compose a sentence that makes the reader interested. The statement that

used in the headline is the most important element for the advertisement,

because if the message is complicated, words can be more specific than

visuals and can be read over and over until the meaning is clear.

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CHAPTER IV

CONCLUSIONS AND SUGGESTIONS

A. Conclusions

This research discusses about language style in headline of advertising on

magazines such as, Cleo, Vogue and Cosmopolitan. Advertisement in a

magazine is one of correct ways to promote the product to reach many readers

to buy the product.

Headline is a key element in magazine’s advertising, it conveys the main

message so that readers get the point of the advertisement, the headline works

with the visual to get attention and communicate the creative concept.

However, the idea behind a creative concept in advertising is usually

expressed in some attention and memorable phrase.

Therefore the advertisers or copywriters are responsible to search the right

words to warm up a mood or soften consumer or reader resistance. To make

the readers interested to read the advertisement there are some strategies to

create an advertisement, one of them is making creative headlines by finding

“magic words”, because words are powerful tools in advertising beside the

interested picture which the readers see for the first time, so only a good

headlines that can be read by the readers.

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From the table of data analysis which showed in chapter III before, the

writer concludes personification style is preferred to be used in some

advertisement of Cleo, Vogue and Cosmopolitan magazines. Because of

personification is assumed to be the most effective way than other, this style

can support and create an interesting meaning as long as it can influence the

reader’s interest and they are attracted to buy the product.

B. Suggestions

The person who understands the beauty and the power of words, as well as

how best to use them in advertising is copywriters or advertisers, but in the

other side they have to avoid misunderstanding between copywriters or

advertisers and readers about the information of the product, the copywriters

or advertisers also have to pay attention more in choosing the words in the

headline when they want to create an advertisement, so it will make their

advertisement becomes unforgettable for the readers.

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BIBLIOGRAPHY

Asmah. Bahasa Iklan Perniagaan: Suatu Kajian Bahasa Retorik. Kuala Lumpur: Dewan Bahasa dan Pustaka, 1984.

Bernstein David. Creative Advertising. London: Longman, 1974.

Cleo Magazine, September 2007.

Cosmopolitan Magazine, April 2007.

Dinas Pertanahan dan pemetaan,, Laporan Pendahuluan. Jakarta: PT. Pratama Pola Cipta, 2005.

Farkhan, Muhammad. Proposal Penelitian Bahasa dan Sastra. Jakarta: Cella, 2007.

Farkhan, Muhammad. Penulisan Karya Ilmiah. Jakarta: Cella, 2006.

Fodor, J.A. The language of thought. Cambridge: Harvard University Press, 1975

Hornby, AS, Oxford Advanced Learner’s Dictionary of Current English. New York: Oxford university Press, 1981.

Keraf, Gorys. Diksi dan Gaya bahasa. Jakarta: Gramedia Pustaka Utama, 2006.

Leech, Geoffrey. Semantics. New Zeland: Penquin Books, 1981.

Leech, Geoffrey N. and short, michael H. Style in Fiction. London and New York: Longman Group Limited, 1981.

Perrine Laurence. Sound and Sense. London: Harcourt Brace College Publisher, 1991.

Simpson Paul. Stylistics: a resource book for students. London and New York: Rout Ledge, 2004.

Vogue Magazine, July 2006.

Wikipedia.http://en.wikipedia.org/wiki/figureofspeech%28linguistics%29, March 09 2008

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