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AN ANALYSIS OF LANGUAGE STYLE USED IN ADVERTISEMENTS IN ENGLISH FOUND IN KOMPAS E-PAPER

PUTRI, SITI AISYAH (2015) AN ANALYSIS OF LANGUAGE STYLE USED IN ADVERTISEMENTS IN ENGLISH FOUND IN KOMPAS E-PAPER. Other thesis, University of Muhammadiyah Malang.

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Abstract

Language is one of the many systems of signs which is used by people to communicate with others. English has a special role that is recognized in every country. As a part of language, style has significant meaning on written language, which is known as language style. Language style is a manner in which a speaker or writer conveys his thought through the language in relation to other people. It also has an exclusively function in advertisement. In this study, the writer tried to find out the kinds of language style used on the advertisement and the ways of language style convey the message to the readers. In conducting this study, the writer used qualitative research design because the data collected were in the form of words rather than numbers. The object of this study was the advertisements in English in Kompas e-paper on June and August 2014, and there were 20 advertisements found. The result of the study showed that the advertisements in English found in Kompas e-paper used seven kinds of language style. Those were hard sell, soft sell, straightforward, demonstration, problem solution/problem avoidance, spokesperson and teasers. These seven kinds of language style used the different ways in conveying the message to the readers. Hard sell, it emphasizes the tangible product features and benefits to persuade the readers to create a rational product decision. Soft sell, it presents the emotional message to touch the readers’ emotion. Straightforward, it conveys the brief information in a straightforward manner. Demonstration, it focuses on how the usage of the product or what it can do for the customer. Problem solution/problem avoidance, it presents the product or service as the best solution toward the customers’ problems. Spokesperson, it uses celebrity we like, created characters, experts, or someone “just like us” who believed to build the credibility of the product. Teasers, it does not identify the product or did not deliver enough information to arouse the readers’ curiosity.

Item Type: Thesis (Other)
Subjects: P Language and Literature > PE English
P Language and Literature > PR English literature
Divisions: Faculty of Teacher Training and Education > Department of English Language Education
Depositing User: CKO Repository
Date Deposited: 23 Mar 2016 03:15
Last Modified: 23 Mar 2016 03:15
URI : http://eprints.umm.ac.id/id/eprint/21708

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