A Stylistic Analysis on the View Column in Vogue Magazine April 2015, June 2015, and December 2015 Edition

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A STYLISTIC ANALYSIS ON THE VIEW COLUMN IN VOGUE MAGAZINE APRIL 2015, JUNE 2015, AND DECEMBER 2015 EDITION

AN UNDERGRADUATE THESIS Presented as Partial Fulfillment of the Requirements For the Degree of Sarjana Sastra In English Letters

By ANGELICA CHRESTELLA FAMILA Student Number: 124214117

ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTERS FACULTY OF LETTERS SANATA DHARMA UNIVERSITY YOGYAKARTA 2016

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A STYLISTIC ANALYSIS ON THE VIEW COLUMN IN VOGUE MAGAZINE APRIL 2015, JUNE 2015, AND DECEMBER 2015 EDITION

AN UNDERGRADUATE THESIS Presented as Partial Fulfillment of the Requirements For the Degree of Sarjana Sastra In English Letters

By ANGELICA CHRESTELLA FAMILA Student Number: 124214117

ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTERS FACULTY OF LETTERS SANATA DHARMA UNIVERSITY YOGYAKARTA 2016

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LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma Nama : Angelica Chrestella Famila Nomor Mahasiswa : 124214117 Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul

A STYLISTIC ANALYSIS ON THE VIEW COLUMN IN VOGUE MAGAZINE APRIL 2015, JUNE 2015, AND DECEMBER 2015 EDITION 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 izin 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 5 Juni 2016

Yang menyatakan,

Angelica Chrestella Famila

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STATEMENT OF ORIGINALITY

I honestly declared that this undergraduate thesis contains no material which has been submitted previously 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 people except where due reference is made in the text of the undergraduate thesis.

Yogyakarta, June 5, 2016

Angelica Chrestella Famila

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YOU CAN’T STOP THE WAVE BUT YOU CAN LEARN TO SURF (UNKNOWN)

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For My beloved family My comrade in arms And Those who keep asking me “Kapan lulus?”

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ACKNOWLEDGEMENTS

First, and most of all I would like to express my deepest gratitude to Jesus

Christ for guiding me in my walk every day and for carrying me when I lose my way. I am also thankful for the love of my family. I would like to thank my beloved mommy Venny Lilius and my beloved daddy Budiyono Famila for supporting me psychologically and financially also to my look-a-like brother Richard Jefferson for letting me to be the first who grab the bachelor degree.

Foremost, I would like to thank my advisor Dr. Fr. B. Alip, M.Pd, M.A. for every second he spent guiding and giving advice for finishing my thesis. I would also thank my co-advisor, Anna Fitriati, S.Pd., M. Hum. for her detailed correction and suggestion. I also would thank Mbak Ninik for her kindness in helping me with the administrative procedures.

I also want to thank Anita Sulistiyawati for being my partner in crime for all these years. I would also thank my comrades, E-United. I also want to extend my thankfulness for Oktadea Herda Pratiwi, Dana, Upik, Tyas, Nuri, Arik,

Wiwik, Rendy, Ferdhia, Fuad, Yuda, Bella, Agung, Maya, Dhinar, Sri, Sekar,

Iduy, Mr. Bob, and all of my friends who cannot be mentioned one by one. Last, I want to thank every person who has ever told me I cannot because they are just another reason why I will.

Angelica Chrestella Famila

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TABLE OF CONTENTS

TITLE PAGE …………………………………………………………… ii APPROVAL PAGE …………………………………………………….. iii ACCEPTANCE PAGE …………………………………………………. iv LEMBAR PENGESAHAN PUBLIKASI KARYA ILMIAH …………… v STATEMENT OF ORIGINALITY …………………………………… vi MOTTO PAGE …………………………………………………………. vii DEDICATION PAGE ………………………………………………….. viii ACKNOWLEDGEMENTS ……………………………………………. ix TABLE OF CONTENTS ………………………………………………. x ABSTRACT ……………………………………………………………… xii ABSTRAK ……………………………………………………………….. xiii CHAPTER I: INTRODUCTION …………………………………....… 1 A. Background of the Study ………………………………………. 1 B. Problem Formulation …………………………………………... 4 C. Objectives of the Study ………………………………………… 4 D. Definition of Terms ……………………………………………. 5 CHAPTER II: REVIEW OF LITERATURE ………………………... 7 A. Review of Related Study ………………………………………. 8 B. Review of Related Theories …………………………………..... 11 1. Theory of Stylistics ………………………………………… 11 a. Lexical Features ………………………………………... 14 b. Syntactic Features ……………………………………… 16 2. Theory of Persuasion ………………………………………. 17 a. Language Intensity ……………………………………... 18 b. Powerful Language …………………………………….. 19 c. Language and Imagery ………………………………… 19 d. Rhetorical Figures ……………………………….……... 20

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e. Metaphor ……………………………………………….. 20 C. Theoretical Framework ………………………...………………. 21 CHAPTER III: METHODOLOGY …………………………………… 23 A. Object of the Study ……………………………………………… 23 B. Approach of the Study …………………………………………… 24 C. Method of the Study …………………………………………….. 27 1. Data Collection ………………………………………………. 27 2. Data Analysis ………………………………………………. 28 CHAPTER IV: ANALYSIS …………………………………………….. 30 A. Analysis on Lexical and Syntactical Features …………………... 30 1. Lexical Features ……………………………………………... 30 2. Syntactic Features …………………………………………… 50 B. Analysis on Persuasive Strategies ………………………………. 66 1. Language Intensity ………………………………………….. 66 2. Powerful Language ………………………………………….. 68 3. Language and Imagery ……………………………………… 69 4. Rhetorical Figures …………………………………………… 69 5. Metaphor ……………………………………………………... 70 CHAPTER V: CONCLUSION …………………………………………. 71 BIBLIOGRAPHY ………………………………………………………… 74 APPENDICIES …………………………………………………………… 76

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ABSTRACT

FAMILA, ANGELICA CHRESTELLA. A Stylistic Analysis on the View Column in Vogue Magazine April 2015, June 2015, and December 2015 Edition. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2016. Mass media have important roles as a tool that is used to reach mass audience. Mass media can transmit information through written or digital tools. One of the examples of mass media is a magazine. A magazine is the electronical or printed periodical publications containing articles, advertisements, fictions, photographs, and other columns. It is used to represent the idea and information of specific and special interests. It is also used to tell the readers about the latest products that are being offered. Vogue is one of the most well-known magazines in the fashion world. It is associated with the luxury-end of fashion and lifestyle. One of the column in Vogue that contain the review of fashion products and styles is the View Column. The articles in View magazine successfully catch people’s attention since the first time it is published. Therefore the articles of View column in Vogue are deserved to be analyzed. There are two objectives in this study. The first is to discover and identify lexical and syntactic features that are used in the View column from Vogue magazine. The second is to discover how lexical and syntactic features on the View column in Vogue magazine are exploited for persuasive purposes. The purpose of this study is to prove that Vogue magazine used several language features that are exploited for persuasive purposes. There were several steps taken to complete this study. In collecting data, the purposive sampling techniques were used. The data were taken from View column in Vogue magazine April 2015, June 2015, and December 2015 Edition. After the data were collected, the data were analyzed by dealing with the language features which are lexical and syntactic features found in the Vogue magazine. The analysis was continued by matching the language features applied in the magazine with theory of persuasive language by Timothy A. Borchers (2005). As the result, this study reveals several findings. Vogue magazine used some lexical and syntactic features such as proper nouns, fashion terms, metaphors, simple sentences and complex sentences. It was also found that the features have possible effects to create persuasion to the readers. Those strategies can attract readers to buy the product that is described in the articles.

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ABSTRAK

FAMILA, ANGELICA CHRESTELLA. A Stylistic Analysis on the View Column in Vogue Magazine April 105, June 2015, and December 2015 Edition. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2016. Media massa memiliki peran penting sebagai sebuah alat yang digunakan untuk mendekati masyarakat dalam jumlah yang besar. Media massa dapat menyampaikan informasi baik secara tertulis ataupun digital. Salah satu contoh dari media massa adalah majalah. Majalah adalah sebuah publikasi berkala yang dicetak ataupun ditampilkan secara elektronik yang mengandung artikel, iklan, fiksi, foto, dan kolom lainnya. Majalah digunakan untuk menginformasikan pembaca tentang produk-produk terbaru yang ditawarkan. Vogue adalah salah satu majalah paling terkenal di dunia fashion. Majalah ini terkait dengan fashion mewah dan juga gaya hidup. Artikel yang ada di majalah ini berhasil menangkap perhatian pembaca sejak pertama kali diterbitkan. Oleh karena itu artikel di majalah ini layak untuk dianalisis. Ada dua permasalahan yang dibahas dalam penelitian ini. Yang pertama adalah menemukan dan mengidentifikasi fitur lesikal dan sintaktis yang digunakan didalam kolom View dari majalah Vogue. Yang kedua adalah menemukan bagaimana fitur tersebut di gunakan untuk tujuan persuasif. Ada beberapa langkah yang digunakan untuk menyelesaikan penelitian ini. Teknik pengambilan sampel secara acak dan dengan tujuan tertentu digunakan dalam mengumpulkan data. Data diambil dari kolom View majalah Vogue edisi April 2015, Juni 2015, dan Desember 2015. Setelah data dikumpulkan, data tersebut dianalisis dengan beberapa fitur bahasa yaitu lesikal dan sintaktis yang ditemukan di dalam majalah. Analisis dilanjutkan dengan mencocokkan fitur bahasa yang diterapkan dengan teori bahasa persuasif oleh Timothy A. Borchers. Sebagai hasilnya, penelitian ini mengungkapkan beberapa temuan. Majalah Vogue menggunakan beberapa fitur leksikal dan juga sintaktis seperti penggunaan kata benda, istilah fashion, metafora, kalimat sederhana, kalimat kompleks, dan juga frase nomina kompleks. Selain itu, penelitian ini juga menemukan bahwa fitur- fitur tersebut mempunyai efek yang kuat dalam menciptakan persuasi kepada pembaca. Strategi tersebut dapat menarik pembaca untuk membeli produk yang di jelaskan didalam artikel.

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CHAPTER I INTRODUCTION

A. Background of the Study

Nowadays, people get information easily through mass media. Mass media is a tool that is used to reach mass audience. It has a very big role as a disseminator of information. Besides, it is also a tool for conveying news, researches, opinions, or general ideas of things. Therefore, it can form a public opinion for some specific classes in society.

Mass media transmits information through written or digital tools. One of the examples of mass media is magazine. A magazine is the electronical or printed periodical publications containing articles, advertisements, fictions, photographs, and other columns. Functionally, it is used to represent the idea and information of specific and special interests. It is also used to tell readers about the latest products that are being offered. A magazine can be classified into some criteria for example target readers, functions, and aims. One example of magazines is a fashion magazine. A fashion magazine has its own target readers based on the products mentioned on it. It gives articles and information about the latest fashion and trends.

It can also be a guideline for some specific classes that are run in the fashion world.

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On the magazine, the text producer needs to pack a lot of information by putting words together into a short and simple column in purpose to tell the readers the information in brief. The language of the magazines will reflect their specialist nature (McLoughlin, 2000:2). That is why the use of language on the magazine is indispensable. The text producer may use any linguistic features such as graphological features and lexical features to attract the readers. Besides, it also can make the language clear and direct, polished, noble, and also vivid (Ross, 1994:64).

This study focuses on language features in View column of Vogue magazine.

Vogue is part of a huge network of magazines and publications. It is associated with the luxury-end of fashion and lifestyle. Its readers are generally considered to be from the middle- to upper class. Vogue is published since 1892 in the United States as a weekly high-society journal. In 1909, Vogue transformed it into a women’s fashion magazine focused on beauty, composure, and etiquette. In 2009 The New

York Times christened Vogue “high fashion’s bible”

(http://www.britannica.com/topic/Vogue-American-magazine, accessed on

January 14, 2016). The total of Vogue’s circulation in 2013 is 1,259,826

(https://en.wikipedia.org/wiki/Vogue(magazine), accessed on January, 14, 2016).

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In 2015, Vogue magazine took home the grand prize of the award for

Magazine of the Year that recognizes general excellence in print and digital media as well as other facets including branded content and events by the National

Magazine Awards Foundation (http://blog.magazine-awards.com/2015/ 02 /04/ vogue-new-york-new-yorker-big-winners-at-us-national-magazine-awards/, accessed on January 14, 2016).

Based on the facts mentioned earlier, it can be concluded that Vogue magazine successfully catches people’s attention by having many achievements since the first time it published. Vogue influences the readers and becomes a trendsetter in fashion world. The products and trends that are described by Vogue magazine will be easily accepted by the readers. It is believed that these achievements are not only because of the models, the fashion items, or the fashion figures, but also the power of language used in the articles. Besides the photographs and pictures that are used, the language used in the magazine also has significant roles to the magazine itself. The text producers of Vogue magazine use certain linguistic features in their articles to make the character of Vogue magazine.

The study is limited on the article that discusses the product. Therefore, this study only chooses articles from View column in Vogue magazine from April 2015,

June 2015, and December 2015. Those articles are chosen based on the contents.

The chosen articles only contain texts that describe fashion products. Therefore, from three editions of Vogue magazine, this study only analyzes seven articles. The language features in the articles are analyzed using stylistic approach.

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The result of the analysis of language features from the magazine will be used to answer the second aim of this study which is to discover how language features in the View column from Vogue magazine are exploited for persuasive purposes.

To support this aim, theory of persuasive language is needed. By using the theory of persuasive language, the way how persuasive purposes are delivered thorough language features is revealed.

B. Problem Formulation

Based on the background mentioned earlier, there are two problems used for the next analysis of this study. The problems are formulated as follows:

1. What are lexical and syntactic features used on the View column in Vogue

magazine?

2. How are lexical and syntactic features on the View column in Vogue

magazine exploited for persuasive purposes?

C. Objectives of the Study

This study emphasizes on the language styles which used in the View column from Vogue magazine by answering the formulated problems above. The first aim of this study is to discover and identify language features that are used in the View column from Vogue magazine. This study analyzes each sentence on the articles to find the features that are used to maintain the article by using stylistic approach.

The stylistic theory that is used for this study only limits on lexical and syntactic

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features. By analyzing lexical features, the words including proper noun, fashion terminology, and metaphor used on the articles are revealed. By analyzing syntactic features, this study exposes how the sentences on the articles are grammatically written.

The result of the analysis of language features from the magazine will be used to answer the second aim of this study which is to discover how lexical and syntactic features on the View column in Vogue magazine are exploited for persuasive purposes. This study uses theory of persuasive language by Timothy A. Borchers to support this aim. By using the theory of persuasive language, this study will be able to identify the way how both lexical and syntactic features are used for persuasive purposes.

D. Definition of Terms

There are several terms used in this study that the writer wants to define in order to focus to the study and to avoid misunderstanding and misleading interpretation.

Peter Verdonk says that stylistics is the study of style, it can be defined as the analysis of distinctive expression in language and the description of its purpose and effect (2002:4). It also describes the study of language styles usage in different contexts, either linguistic, or situational. Stylistics intends to bring patterns in style which influence readers' perceptions and relate to the disciplinary concerns of literary and linguistic interpretation.

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According to Oxford Advanced Learner's Dictionary (2004 edition), a magazine is "a type of large thin book with a paper cover that you can buy every week or month, containing articles, photographs, etc., often on a particular topic"

(2000:804). It means that a magazine is a periodical paperback publications containing various contents. According to Linda McLoughlin, the original meaning of the word magazine is storehouse of information (2002:2) Therefore, a magazine is commonly intended to collect some related stuffs and bundle them together in one package. Usually a magazine contains only one special interest, such as fashion, sport, or gadget.

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CHAPTER II REVIEW OF LITERATURE

This chapter covers three main parts. The first part of this study is about the review of related studies. To support this study, the writes uses four studies. The studies are taken from undergraduate theses of English Letters Department Sanata

Dharma University which are A Style of the Coca-Cola Advertisements and Its

Persuasive Effects toward the Readers by Oktadea Herda Pratiwi, Linguistic

Features in Football Magazine: A Stylistic Analysis on the Club Focus Column in

"World Soccer" Magazine by Yoshua Setyo Nugroho Wibowo, A Study of

Language and Sign in TIME Magazine's Front Covers Issued in January to

December 2006: Stylistics-Semiotics Approach by Felix Suparno, and Language

Features of the Slogans on Cheetos Snacks in 1970s-2013 by Sisilia Dyah Ayu

Retno Kusumawardhani. The second part of this study is about the review of related theories. There are two main parts of theories that are used to analyze the data which are stylistics and persuasive language. The third part of this study is about the theoretical framework. This part covers the contribution of the related studies and the theories in answering the problems of this study and how they are applied in order to answer the problems.

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A. Review of Related Studies

In this part, the writer has searched four related studies which more or less have the same theme, analysis, or approach to support this study. Those related studies are taken from undergraduate theses of English Letters Department Sanata

Dharma University.

The first study is A Style of the Coca-Cola Advertisements and Its Persuasive

Effects toward the Readers by Oktadea Herda Pratiwi. Pratiwi analyzes language style used by Coca-Cola advertisements in 125 Years Booklet of the Coca-Cola

Company by using stylistic approach. She finds that Coca-Cola advertisement uses several aspect of Stylistics such as graphology, lexis, and syntax to form its slogans.

After Pratiwi has categorized language style used on Coca-Cola advertisement, she analyzes how the linguistic features of the language style on the Coca-Cola advertisements create persuasive effects toward young reader who learn English as a foreign language. She uses theory of persuasion to complete the analysis.

The similarity between this study and Pratiwi’s study is the approach of the study. Study from Oktadea Herda Pratiwi uses stylistics and persuasive language as the approach. From her study, this study learns how the language features are formed in group of words by using graphological, lexical, and syntactic features.

Unlike Pratiwi’s study, this study analyzes language features in the magazine only using lexical and syntactic features. Pratiwi also analyzes the persuasive effect of language styles on the advertisements toward young readers. This study also analyzes about persuasive language that used on the magazine but this study only focus on how the language features conduct persuasive language on the magazine.

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The second study is written by Yoshua Setyo Nugroho Wibowo entitled

Linguistic Features in Football Magazine: A Stylistic Analysis on the Club Focus

Column in "World Soccer" Magazine. Wibowo analyzes the language styles by exploring the linguistic features and the element of writing. He also analyzes the possible effects that contributed by the linguistic features toward the readers. He collects the data from the Club Focus column in “World Soccer” magazine. In order to support his data analysis, Wibowo uses stylistic approach. He finds the linguistic features based on their graphological and lexical features. After that he finds out the possible effects of those linguistic features toward the readers. For his conclusion, he stated that the articles on the Club Focus column in "World Soccer" magazines are written in standard punctuation and capitalization. The articles also use some metaphors and football terms. Therefore, the readers can understand the content of the articles seen from football point of view easily.

The study from Yoshua Setyo Nugroho Wibowo also has similarity with this study on the object of the study. Wibowo’s study and this study use magazine as the data. Wibowo analyzes the soccer magazine through graphological and lexical features while this study analyzes fashion magazine through lexical and syntactic features. Nugroho also continues his analysis to know possible effects that contribute by the language features.

The third study with the title A Study of Language and Sign in TIME

Magazine's Front Covers Issued in January to December 2006: Stylistics-Semiotics

Approach is written by Felix Suparno. To help his study, Suparno collects the data from TIME magazine front covers issued in January to December 2006. Suparno

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discusses about the language styles used in TIME's headlines and the semiotic interpretations of the written texts and the visual objects found in the data. Suparno uses the approach of stylistics and semiotics as groundwork of his study. In the end, he comes to certain findings. The first is that TIME employs certain stylistics devices in its headlines to attract the readers. The second is that TIME's cover delivers powerful semiotics devices which create certain particular meanings and effect for the readers. He also finds that symbol and icon are prominent types of sign found in TIME magazine front covers.

The similarity of between this study with Suparno’s study is only on one of the approach. Suparno’s study also uses stylistics approach to analyze the problems but it focuses on grammatical and sound patterns. Besides, Suparno also uses another theory which is semiotics. The rest of the analysis are different.

The fourth study is Sisilia Dyah Ayu Retno Kusumawardhani’s study

“Language Features of the Slogans on Cheetos Snacks in 1970s-2013”.

Kusumawardhani’s study investigates the language style used in Cheetos slogans and persuasive language in Cheetos according to Timothy A. Borchers. She limits the term of language styles into three parts which are phonology, lexis, and syntax.

For her data, Kusumawardhani chooses 10 data from Cheetos' advertisement from commercial break on television. In her study, Kusumawardhani finds out that

Cheetos snacks often used phonological features such as alliteration, consonance, and assonance. Sometimes the advertiser also uses meter and repetition. In lexical features, the slogans use vocabulary to decide the choice of words, proper nouns, and imaginaries. In grammatical structures, she finds that the data use simple

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sentences and complex sentences. She also concludes that the advertiser applied language intensity, powerful language, language and imagery, and rhetorical figures to attract consumer to but the product.

Although this study uses the same approach which are stylistics and persuasive language, this study has different object of study which is a magazine.

From the study of Kusumawardhani, this study can learn about the language styles that also have persuasive effect to the readers.

This study aims to improve the analysis of those studies above by using the analysis of lexical and syntactic features in Vogue magazine, especially on the View column. Thereafter, the result of the analysis of language features from the magazine will be used to discover how language features on the View column in

Vogue magazine are exploited for persuasive purposes.

B. Review of Related Theories

In this part, the writer uses several theories which related to the problem formulation to analyze the study. The writer uses theories of stylistics and persuasion. Both theories are described below.

1. Stylistics

Language used in a magazine is very various. It is not only used to give the information about the content to the reader but also it is also used to attract and affect the readers. It uses combination and exploration of several interesting words

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to represent the products. Thereupon, it can be said that a magazine used its own distinctive features. In order to analyze the features, stylistics analysis is needed.

Verdonk in his book defined stylistics as the analysis of distinctive expression in language and the description of its purposes and effect (2002:4). It means style is a typical manner of expression that uses various levels of language to express an idea. A style includes how analysis and description should be conducted and established.

In one way or another, styles in language make reference to a distinctive manner of expression, through whatever medium this expression is given physical shape (Verdonk, 2002:3). It can be found in particular literary genres or in the works of individual writers. Stylistics can create various styles in language that brings certain meaning to the reader. It also can create understanding of literature, linguistics, and journalism.

Paul Simpson in his book says that stylistics is a method of textual interpretation in which primacy of place is assigned on language (2004:2). He also states that the reason why language is so important to stylistics is because the various forms, patterns and levels that constitute linguistic structure are an important index of the function of the text (2004:2).

Stylistics also has its own distinctive feature. It can be used as an expression or hidden message of languages. It enriches readers’ ways of thinking about language and also explores the language on readers' understanding of texts. To work under stylistics approach is to explore creativity in language use (Simpson, 2004:3).

In other word, stylistics is not limited to certain area. It explores human’s mind to

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elaborate language and creativity in any purposes. Thus, in order to identify and organize the stylistics analysis of the text, a table of categories, major levels of language, and their related technical term is attached.

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

BRANCH OF THE LEVEL OF LANGUAGE LANGUAGE STUDY The sound of spoken language; the Phonology; phonetics way words are pronounced. The patterns of written language; Graphology the shape of language on page. The way words are constructed; words and their constituent Morphology structures. The way words combine with other words to form phrases and Syntax; grammar sentences. The words we use; the vocabulary Lexical analysis; lexicology of language. The meaning of words and Semantics sentences. The way words and sentences are used in everyday situations; the Pragmatics; discourse analysis meaning of the language in context.

Based on the table provided above, there are several linguistic features on stylistics. However in approaching the analysis, this study only uses several language aspects. The first aspect is lexis. Lexis is a study on linguistic that deals about all the words in language that has meaning and grammatical function. Lexical features that are used for this analysis are proper noun, fashion terminology, and metaphor. The second aspect is syntax. Syntax is the study of the principles and rules for constructing phrases and sentences in language. It focuses on word order

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of a language and the relationship between words. Syntax features that are used for this study are simple sentence and complex sentence. From those aspects above, it can be concluded that this study only focuses on vocabulary and grammatical structures of the texts. a. Lexical Features

Lexis is the whole of vocabulary items in a language, including all forms having lexical meaning or grammatical function. Lexis is used as a general technical term for vocabulary or diction. It is linked with grammar as a component of language. According to Wales, lexis is the most important means that people have in order to express the idea and experience (2001:234). Therefore, in order to give the reader the idea or argument of articles, lexical features are needed. Wales also states that "words having similar collocation ranges and recurring in similar contexts are said to belong to the same lexical set." (2001:234). Therefore, in the lexical features, the words have the same ranges and contexts. i. Proper Noun

Ehrlich says that “proper nouns and adjectives are capitalized” (1977:115). A proper noun designates the names of a specific person, place, or thing, for examples, names of people, geographical locations, months, days of the week, holidays, astronomical names, organizations, buildings, magazines, or brand names. The function of capitals is to focus attention on particular elements within any group of people, places, or things.

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ii. Fashion Terminology

According to Oxford Advanced Learner’s Dictionary sixth edition, fashion is

“a popular style of clothes, hair, etc at a particular time or place.” (2000:481). It is also the prevailing type of clothing that is favored by a large segment of the public at any given time. The word ‘term’ means a word or phrase used as the name of something especially one connected with a particular type of language. (2000:1394)

Therefore, a fashion term is the words that used with particular fashion style. It provides definitions of fashion vocabulary like clothing construction terms, apparel definitions, clothing detail terminology, fashion design jargon and other terms as they relate to the fashion industry. Fashion terms help people to understand the articles in the taste of fashion. iii. Metaphor

According to Perrine, metaphor is comparing between things essentially unlike from one to another (Perrine, 1969:65). It is a figurative comparison that dropped out the words "like" and "as" and the primary and secondary terms are joined together. (Damon, Espey, and Mulhauser, 1967:78). There are three criteria to recognize metaphors in a text: when taken literally (1) meaningless, (2) obviously false, or (3) trivial (Carlshamre, 1988:8). Therefore, a metaphor cannot be taken literally or it will lost its meaning and be completely false.

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b. Syntactic Features

Syntax or usually is known as grammatical features is the set of rules, principles, and processes that manage the structure of sentences in a given language, specifically word order. Paul Simpson says that most theories of grammar accept that grammatical units are ordered hierarchically according to their size. This hierarchy is known as a rank scale (2004:10).

Sentence (or clause complex)



Clause



Phrase (or group)



Word



Morpheme

According to the rank above, the smallest unit of grammar is morpheme.

Simpson states that the most important unit on the scale is the clause because it is site of several important function in language; it provides tense; it distinguishes between positive or negative; it provides the core or nub of a preposition in language; and it is where information about grammatical mood (about whether a clause is declarative, interrogative, or imperative) is situated. (2004:10).

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i. Simple Sentence

A simple sentence is a sentence with just a main clause (Wales, 2001:356). It only contains one independent clause. An independent clause is a group of words

(with a subject or a verb) that states a complete thought. It only requires one punctuation mark at the end such as a full stop, exclamation, or question mark. ii. Complex Sentence

A complex sentence is a sentence that has a main clause and one or more adverbial clauses. A complex sentence contains more than one clause in a sentence

(Wales, 2001:356). It contains a dependent clause and an independent clause. When the dependent clause comes first, it is separated with a comma. When the sentence begins with the independent clause, there is no need to separate the clauses with a comma.

2. Theory of Persuasion

Persuasion is "a change process resulting mostly from shared, symbolic thinking activity". It is concerned with social influence and human motivation

(Ross, 1994:7). It can be said that persuasion is a technique used to present ideas through reason, logic, arguments, or actions to influence the audience. According to Borchers, “persuasion is the coproduction of meaning that results when an individual or a group of individuals uses language strategies and other symbols to make audiences identify with that individual or group” (2005:17).

The data of this study is printed media, a magazine. In a magazine, the text producers use “an array of linguistic tool in order to attract reader’s attention”

(McLoughlin, 2000:21). One of the linguistic tool that is found in the magazine is

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the styles of language. “Style or the manner in which ideas are communicate, is important to the persuasive effect of communication” (Borchers, 2005:39). The use of persuasive theory provides this study a historical view from which it can understand how persuasive message have been constructed. Therefore, the persuasive technique can be found in the magazine.

Media are very powerful in shaping people responses because it provides a constant source of information about who we are and how we should act. Media persuade us by creating knowledge about products and people and their place in our culture. The articles of Vogue magazine that are used as the data discuss about fashion products. It is in agreement with Borchers that entertainment media also commodify the products services or ideas of persuaders as well. Borchers also adds,

“By featuring their products or services in specific entertainment media, persuaders can make audience members aware of the product or service and make it seem valuable” (2005:127). That’s why entertainment media can shape our ideas about ourselves or our world easily.

When the words are used strategically, it refers to the stylistic and structural choices that persuaders consider to use in persuasive message. According to

Timothy A. Borchers there are five aspects use by persuaders. a. Language intensity

According to Hamilton & Hunter in Borchers' book, language intensity refers to the degree of affect reflected in the persuader's language, ranging from mild to intense (Borchers, 2005:187). Language intensity does not benefit all persuaders equally. It influences attitude change only for discrepant messages delivered by

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credible sources. When hearing a message contrary to their beliefs, audiences who are not ego-involved in a topic will be influenced by language intensity if the source is reliable (Borchers, 2005:188). b. Powerful language

Powerful language is a way to use language strategically by using strong message to influence people. According to Borchers, powerful language do not use empty adjectives, they make strong statements instead of using questions, they do not use polite forms and they use hedges less frequently than do powerless persuaders (2005:188). The detail about the absence of those features is listed below: i. Empty adjectives, such as “cute,” “sweet,” and “divine” (Burrell and Koper, 1998) ii. Question forms or the use of questions – such as “right?” – at the end of statements. iii. Polite forms or the use of “please” and “thank you.” iv. Hedges, which modify the previous statement. Examples include “I guess,” “I think,” “kinda,” and “you know.” (Borchers, 2005:188)

Some studies state that powerless language does not affect persuasiveness but others indicate that powerful language may inhibit a persuader’s effectiveness. To understand about the statement, Nancy A Burrell and Randal J. Koper conduct a meta-analysis of previous study that powerful language is not only more persuasive but also more credible than powerless language (Borchers, 2005:188). c. Language and imagery

According to Jew & Peterson (1995) in Borchers’ book, visual imagery penetrates our consciousness and reaches us at an emotional level. Visual language makes use of vivid descriptions of events, objects, and people. (Borchers,

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2005:189). Jew&Peterson suggest a four-step approach to develop a visual strategy.

First, persuaders identify a powerful and visualize theme. Second, persuaders support them with comparisons to other testimony and facts. Third, audiences use their own life experiences to analyze what they have heard. Fourth, audiences make decision based on the analysis. Persuaders can also harness the power of images with their words by creating pictures for their audiences (Borchers, 2005:189). d. Rhetorical figures

There are some particular ways of using language to maximize its persuasive effects. Persuaders choose the right words and arrange them to have the maximum effect on the audience. Besides, some aspects of speaking style are also considered to create the effect on the audiences. The details are listed below: i. Parallelism is the repeated use of similar words, phrases, or sentences in the same position in a grammatical construction. It creates a sense of rhythm that invites the audience to listen and remember what is being heard or read. ii. Alliteration is using words that start with the same first letter in close proximity to each other. iii. Antithesis is the use of contrasting ideas in the same sentence. iv. Repetition involves restating a key word or phrase to reinforce the point being made. (Borchers, 2005:189) e. Metaphor

Metaphor is a way of comparing things that are apparently different yet have something in common. It is persuasive because it helps the audience see the association between something new and something they already know. Metaphor helps audiences to escape their previous way of seeing by looking at something from a different angle (Borchers, 2005:190).

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Sopory and Dillard (2002) in Borcher’s book said that “metaphors lead to greater attitude change than literal language and that metaphor use enhances the credibility of the persuaders.” One aspect of credibility is the dynamism of the persuaders, which refers to the assertiveness or energy of the persuaders (Borchers,

2005:190). However, the metaphor that is used could not be adapted to change the situation. Therefore, metaphor must be chosen and used carefully.

C. Theoretical Framework

There are two main problems that are going to be analyzed in this study.

Those problems concern on the stylistic analysis in some articles on View column in Vogue magazine and how it is exploited for persuasive purposes. Therefore, some theories are needed to support the analysis of the problems.

In order to solve the first problem, this study uses theory of stylistics that focus on lexical features and syntactic features. Lexical features help this study to identify language features used for the articles based on proper noun, fashion terminology, and metaphor while syntactic features help this study to identify language features used for the articles based on simple sentence, complex sentence, and complex noun phrase.

In order to solve the second problem, this study uses theory of persuasive language based on Timothy A. Borchers. According to him, there are five strategies of persuasive languages such as language intensity, powerful language, language and imagery, rhetorical figures, and metaphor. This theory is used to strengthen that

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lexical features and syntactic features that are found on the articles of Vogue magazine are exploited for persuasive purpose.

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CHAPTER III METHODOLOGY

A. Object of the Study

This study focuses on the stylistic analysis on View column in Vogue magazine. View column is a regular column in Vogue magazine. It contains of the review of new fashion stuffs and happening trends. It usually contains of seven pages with more or less six articles. Each article has at least one supporting picture.

The editor for View column is Mark Holgate.

Vogue magazine itself is an influential fashion magazine that is associated with the luxury-end of fashion and lifestyle. It was founded in 1892 as a weekly high-society journal, created by Arthur Baldwin Turnure. Arthur Baldwin Turnure is a Princeton socialite. With his interest in publishing, he found Vogue with substantial supports from notable financial backers such as Cornelius Vanderbilt,

William Jay, A. M. Dodge, and Stuyvesant Fish. The first issue of Vogue appeared on December 17, 1892 showing a debutante on its cover.

(https://secure.uwf.edu/dearle/enewsstand/enewsstand_files/Page4382.htm, accessed on March 10, 2016). Vogue is published weekly for high society New

Yorkers. It does not report on the current trends or styles like Vogue today.

In 1909, Vogue transformed it into a women’s fashion magazine focused on beauty, composure, and etiquette. It soon becomes well-known for its typical photographs and high editorial quality. In 1932, Vogue became one of the first magazines to print a color photo on its cover. In the 1960s, it redefined the look of

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female models, eschewing shapely figures to highlight thin, gender-neutral physiques. Vogue’s August 1974 covered pictures an African American model for the first time. In 1988 Anna Wintour became editor of Vogue. She immediately transforms Vogue covers by emphasizing the woman’s body, rather than just her face. She finally turned Vogue into Number 1 Fashion Magazine of the World because it is not just reflecting fashion trends, but effectively shaping them.

(https://en.wikipedia.org/wiki/Vogue_(magazine) accessed on March 10, 2016)

Vogue was described by book critic Caroline Weber in a December 2006 edition of The New York Times as "the world's most influential fashion magazine".

The publication claims to reach 11 million readers in the US and 12.5 million internationally. In 2009 The New York Times christened Vogue “high fashion’s bible” for being one of the world’s most prominent fashion magazines and significant influential of the development in the fashion magazine industry and the trendsetter of modern fashion trends. Vogue also raises awareness of political issues. In 2006, the burqa appeared in an issue along with articles about prominent

Muslim women and how they incorporate fashion into their lives. It has even sponsored “Beauty without Borders” that taught beauty skills to Afghan women.

(https://sites.google.com/a/umn.edu/historpedia/home/arts-new-ideas/the- evolution-of-vogue-magazine-fall-2012 accessed on March 10, 2016)

Vogue has gained worldwide success, with both standard and special editions published around the world. It is published monthly in 23 different national and regional editions by Condé Nast. It has maintained its status as the guiding voice in elite fashion styles for nearly 120 years. Vogue continues to represent modernity

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and perpetually looking forward. It is not only forecasting fashion trends, but actually determining fashion trends.

Therefore, the data used for this study is taken from View column in Vogue magazine April 2015, June 2015, and December 2015 Edition. This study focuses only to the articles that discussed about fashion products. Then, three editions from

April 2015, June 2015, and December 2015 are chosen.

Here is the articles’ list of View column in Vogue magazine April 2015, June

2015, and December 2015 Edition:

1. April 2015

a. Arm Candy

b. Jewel Chief

The first article, Arm Candy explains about the new wearable technology as a bracelet. The article gives information about the facilities and also the design. The second article, Jewel Chief explains about jewelry. It also tells about how the designer gets the inspiration from.

2. June 2015

a. Natural Instinct

b. Giving Shade

c. Seaslide

The first article, Natural Instinct explains about the designer named Walt

Cassidy and his work. It also tells the reader about the inspiration that are used by him on his works. The second article, Giving Shade explains about sunglasses made by Ahlem Manai who launched her label Ahlem a year ago. It also give a little

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information about the products. The third article, Seaslide explains about sandals made by Alvaro Gonzalez. It also gives information about the detail of the product itself.

3. December 2015

a. Crown Jewels

b. Room to Shine

The first article, Crown Jewels explains about the tiara designed by Saint

Lauren. It uses the first point of View which gives information about the detail of the tiara. The second article, Room to Shine explains about Bergdorf’s Goodman’s new jewelry salon and what will he display his new store.

Each article on this column contains no more than 2 page. There is at least one picture inserted on the article. The language features applied on the articles will be found by using the theory of Stylistics. The theory that are used will also limited to some area that are associated to the objective of the study.

B. Approach of the Study

In order to support the stylistic analysis of this study, this study needs the approach of stylistics. According to Peter Verdonk, stylistics is “the analysis of distinctive linguistic expression and the description of its purpose and effect”

(2002:4). Stylistics also means style that is used in language including the choice of words used by a specific group of people in everyday conversation or writing.

“People use it regularly with reference to shape or design something and when talking about the way in which something is done or presented” (Verdonk, 2002:3).

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Barry stated that “stylistics is a critical approach which uses the methods and findings of the science of language in the analysis of literary text” (Barry,

2002:203). It means that the discipline of language can be found by analyzing linguistic features of the text. Stylistics also can be described as the study of style of language usage in different contexts, either linguistic, or situational. Stylistics can also use for analyzing the non-literary text as Barry says, “Stylistics is not confined to the analysis of literature: it can be applied equally to expository prose, political speeches, advertisements, and so on" (Barry, 2002:204). Therefore, stylistics can be used to analyze the articles of the magazine. In order to define the language feature, the approach specifies into two aspects which are the lexical features and syntax features. The result of the analysis using stylistics approach will be used to support the idea of persuasion purposes that applied on the magazine.

C. Method of the Study

1. Data Collection

The data were collected from USA fashion magazines, Vogue April 2015,

June 2015, and December 2015 edition. This study only uses articles from View column. View column is a regular column in Vogue magazine. It contains of the review of new fashion stuffs and happening trends. This study only analyzes the articles from April 2015, June 2015, and December 2015 because not all editions contain articles that discuss about fashion products. Besides that, April, June, and

December are in the spring and winter season, that’s why there are so many

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products reviews in the articles. Therefore, the purposive sampling technique was used. There will be seven articles in total for the primary data of this study.

2. Data Analysis

Since all information related to the study and all the theories of stylistics and persuasive are taken from books and articles, this study is considered as library researches. After collecting the data, there are some steps to analyze the problem.

There are two problems that are analyzed in this study. The first problem is to discover and identify language features that used on the View column from Vogue magazine. The second problem is to discover how language features on the View column in Vogue magazine are exploited for persuasive purposes. a. The first step is answering the first problem. It is done by doing a close- reading to the articles of the magazine, word by word to find out the applied lexical and syntactical features. It is necessary to read the whole article to find out sentences, words, or other features that are applied in the data. There are seven articles from View column in Vogue magazine that used as the data; Arm Candy,

Jewel Chief, Natural Instinct, Giving Shade, Seaslide, Crown Jewels, and Room to

Shine. The stylistics approach is used to answer the first problem which is to find out the language features applied on the articles. The approach limits into lexical features and syntax features. First, each article is analyzed by identifying its lexical features which are proper noun and fashion terminologies. Second, each article is analyzed by identifying its syntax features which are simple sentence, and complex sentence. After each article is analyzed, the data will be put on the tables to make it easier to be understood and categorized based on the linguistic features.

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b. The second step is answering the second problem which is to discover how do language features on the View column in Vogue magazine are exploited for persuasive purposes. The theory that is used in in this step is theory of persuasive language by Timothy A. Borchers. Based on Borchers, there are five ways of persuasive language strategies such as language intensity, powerful language, language and imagery, rhetorical figures, and metaphor (Borchers, 2005:187). To discover how language features on the articles are exploited for persuasive purposes, this study will match the language features found by using stylistics approach with the strategies in persuasive language. Therefore, the question that language features on the articles in Vogue magazine are used for persuasive purposes can be proven.

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CHAPTER IV ANALYSIS RESULTS AND DISCUSSION

This chapter is divided into two main parts based on the problem formulations mentioned earlier. The first part is to answer the first problem about the language features especially lexical and syntactical features used in the View column in

Vogue magazine. The second part is to answer the second problem about how do lexical and syntactical features on the View column in Vogue magazine are exploited for persuasive purposes

The data were collected from Vogue magazine 2015 edition from April, June, and December. Among several columns in the magazine, only View column that is going to be analyzed. This study focuses only to the articles that discuss about fashion products. Therefore, only seven articles from the magazine that are going to be analyzed. The articles are: Arm Candy, Jewel Chief, Natural Instinct, Giving

Shade, Seaslide, Crown Jewels, and Room to Shine.

A. The Language Features in the View Column in Vogue Magazine

1. Lexical Features

Lexical features that are going to be used in the analysis are proper noun and fashion terminology. Proper noun is “the names of specific people, places, countries, months, days, holidays, magazines, and so on” (Quirk and Greenbaum,

1985:76). Fashion terminology is a word or phrase that is connected with particular fashion style. The result of the analysis is shown in the table below based on its appearance.

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a. Proper Noun i. April 2015: Arm Candy (Wearable Technology has A New Focal Point: The

Wrist.)

No. Proper Noun Category 1. 3D Abbreviation 2. Paris Specific place 3. New York Specific place 4. Cupertino Specific place 5. Mountain View Specific place 6. The Wrist Brand name 7. U.S Specific place 8. World War I Specific event 9. Casio Brand name 10. Apple Watches Brand name 11. Chanel Brand name 12. Fendi Brand name 13. Gucci Brand name 14. Swarovski crystal Specific thing 15. Swarovski Shine Specific thing 16. Opening Ceremony’s MICA Specific event 17. Intel Brand names 18. OC’s door Company name 19. Humberto Leon Specific person 20. Leon Specific person 21. Caeden Company name 22. Bay-area Specific place 23. Nora Levinson Specific person 24. David Watkins Specific person 25. SoHo Specific place 26. Soyoung Park Specific person 27. Donna Karan Specific person 28. Soo Joo Park Specific person 29. PULS Abbreviation 30. 3G Abbreviation 31. Wi-Fi Specific thing 32. Bluetooth Specific thing 33. GPS Abbreviation 34. SMS Abbreviation 35. Her-esque operating system Specific thing 36. AnnedA Brand name Table1a-1. Proper Noun in Arm Candy

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In Arm Candy, there are 36 proper nouns. The mostly used proper noun in the article is the name of a brand with 8 applications. The others are 7 specific persons, 7 specific places, 5 specific things, 5 abbreviations, 2 specific events, and

2 company names. Other repetitions of proper noun in the article are not counted. ii. April 2015: Jewel Chief

No. Proper Noun Category 1. THE DANDIFIED ELIE TOP Specific person 2. Parisian Specific thing 3. Alber Elbaz Specific person 4. Bruno Frisoni Specific person 5. Roger Vivier Brand name 6. Baccarat Brand name 7. Top Specific person 8. Dior Brand name 9. Christian Lacroix Brand name 10. Yves Saint Laurent Brand name 11. Elbaz Specific person 12. Rive Gauche Brand name 13. Boivin Brand name 14. Greeks Specific ethnic group 15. Renaissance Specific era 16. Lanvin Brand name Table 1a-2. Proper Noun in Jewel Chief

In Jewel Chief, there are 16 proper nouns. The mostly used proper noun in the article is a brand name. There are 8 applications of brand name, 5 applications of specific person, 1 application of specific thing, 1 application of specific ethic group, and 1 application of specific era. Other repetitions of proper noun in the article are not counted.

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iii. June 2015: Natural Instinct

No. Proper Noun Category 1. Walt Cassidy Specific person 2. The Brooklyn Brand name 3. America Specific place 4. Missouri farm Specific place 5. Norfolk Specific place 6. Virginia Specific place 7. Manhattan Specific place 8. Limelight Specific thing 9. New York Specific place 10. Australian jade Specific thing Table 1a-3. Proper Noun in Natural Instinct

In Natural Instinct there are 10 proper nouns. The mostly used proper noun in the article is specific place. There are 6 applications of specific place, 2 applications of specific thing, and 1 application for each specific person and brand name. Other repetitions of proper noun in the article are not counted. iv. June 2015: Giving Shade

No. Proper Noun Category 1. Ahlem Mania-Platt Specific person 2. Acne and Miu Miu Company name 3. Paris Specific place 4. Venice Beach Specific place 5. California Specific place 6. Mazzucchelli Brand name 7. Pigalle Brand name 8. St. Germain Specific place 9. Concorde aviator Company name Table 1a-4. Proper Noun in Giving Shade

In Giving Shade, there are 9 proper nouns. The mostly used proper noun in the article is specific place with 4 applications. The others are company name with

2 application, brand name with 2 applications, and specific person with 1 application. Other repetitions of proper noun in the article are not counted.

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v. June 2015: Seaslide

No. Proper Noun Category 1. Álvaro González’s sandals Brand name 2. Barceloneta Specific place 3. Saturday-morning Name of day 4. Brooklyn Specific place 5. González Specific person 6. Florence Specific place 7. Italy Specific place 8. Tod Brand name 9. Valextra Brand name 10. Loro Piana Brand name 11. Alberta Specific person 12. Anna Specific person 13. Antonia Specific person Table 1a-5. Proper Noun in Seaslide

In Seaslide, there are 13 proper nouns such as specific person with 4 applications, specific place with 4 applications, brand name with 4 application, and name of day with 1 application. Other repetitions of proper noun in the article are not counted. vi. December 2015: Crown Jewels

No. Proper Noun Category 1. Saint Laurent Brand name 2. The GIF Abbreviation 3. Twitter Company name 4. Carraeau du Temple Specific place 5. Hedi Slimane’s show Specific show 6. October Name of month 7. Nirvana Specific place 8. Agyness Dyne Specific person 9. La Dauphine Specific place 10. Marie Antoinette Specific person 11. the New York show Specific show 12. Rodarte’s ethereal barrettes Brand name Marc Jacob’s rhinestone-and-pearl 13. hair accessories Brand name

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No. Proper Noun Category Perry Ellis spring 1993 grunge 14. Brand name collection 15. French twist Specific thing 16. Glastonbury Specific show 17. Sunday lunch Name of day 18. London’s Chelsea Specific place 19. New York Specific place 20. Dame Vivienne Westwood Specific person 21. Courtney Love Specific person 22. Samantha Cameron Specific person 23. London Fashion Week Specific show 24. Downing Street Specific place 25. George Northwood Specific person 26. a Chanel crescent-moon hairpin Brand name a Susan Foster white diamond 27. Brand name barrette 28. Serbian-born Specific place 29. London-based designer Specific place 30. Roksanda Ilincic Specific person Table 1a-6. Proper Noun in Crown Jewels

In Crown Jewels, there are 30 proper nouns. The mostly used proper noun in the article is specific place with 8 applications. The others are brand name with 6 applications, specific person with 7 applications, specific show with 4 applications, abbreviation with 1 application, company name with 1 application, name of month with 1 application, name of day with 1 application, and specific thing with 1 application. Other repetitions of proper noun in the article are not counted. vii. December 2015: Room to Shine

No. Proper Noun Category 1. Bergdorf Goodman Company name 2. Linda Fargo Specific person 3. Michael Neumann Specific person 4. Beaux Arts Specific style 5. French Moderne Specific style

6. Jean-Michel Frank Specific person

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No. Proper Noun Category 7. Serge Roche Specific style 8. David Webb Company name 9. Pomellato Company name 10. Yannis Sergakis Specific person 11. Daniela Villegas Specific person 12. Gemfields’s responsibility Company name Table 1a-7. Proper Noun in Room to Shine

In Room to Shine, there are 12 proper nouns. The mostly used proper noun is specific person with 5 applications. The others are company name with 4 applications and specific style with 3 application. Other repetitions of proper noun in the article are not counted. b. Fashion Terminology i. April 2015: Arm Candy

Fashion No. Meaning Terminology The long and narrow stage that models walk along in a fashion show, or usually called catwalk 1. Runaways (http://dictionary.cambridge.org/dictionary/english/runw ay, accessed on March 21, 2016). a piece of cloth tied around the forehead to keep sweat out of the eyes or around the wrist to keep the hands dry, 2. Sweetbands as in sports (http://www.thefreedictionary.com/sweatbands, accessed on March 21, 2016). Chanel is one of today’s best known and most highly sought-after fashion brands, and has been one practically 3. Chanel since it was founded by Coco (Gabrielle) Chanel in 1909 (http://nymag.com/thecut/fashion/designers/chanel/, accessed on March 21, 2016).

Fendi is an Italian luxury fashion house whose specialities include fur, ready-to-wear, leather goods, 4. Fendi shoes, fragrances, eyewear, timepieces and accessories (https://en.wikipedia.org/wiki/Fendi, accessed on March 21, 2016).

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Fashion No. Meaning Terminology Gucci is one of the world’s preeminent luxury brands, recognised the world over for its fashion innovation and 5. Gucci impeccable Italian craftsmanship (http://www.gucci.com/cn-en/about/show, accessed on March 21, 2016). A merging of the worlds of fashion and technology (http://www.dutyfreehunter.com/blog/gucci-will-i-am- 6. Fashionology team-up-to-create-fashionology/, accessed on March 21, 2016). Swarovski is a company known for its amazing crystal in the form of figurines, finished jewelry, beads, and jewelry components 7. Swarovski (http://jewelrymaking.about.com/od/beadresources/g/S warovskiCrystalDefined.htm/, accessed on March 21, 2016). A smooth rounded line or surface (http://www.merriam- 8. Curved webster.com/dictionary/curve, accessed on March 21, 2016). Decorations for clothes 9. Studded (http://dictionary.cambridge.org/dictionary/english/stud ded, accessed on March 21, 2016). The newest fashions that are usually bought by only a small number of people (http://www.merriam- 10. High-fashion webster.com/dictionary/high%20fashion, accessed on March 21, 2016). Mood rings are a fun and popular 70s-inspired jewelry item that has fascinated people for years, in large part 11. Mood ring because of what the colors are believed to represent. (http://jewelry.lovetoknow.com/The_Meaning_of_Color s_in_Mood_Rings, accessed on March 21, 2016). Table 1b-1. Fashion Terminology in Arm Candy

In the Arm Candy, there are 11 fashion terminologies that are used. Fashion terminologies that are categorized as brand names are Chanel, Fendi, and Gucci.

Usually a fashion brand is taken from the name of a person, but when a person hear about that name, he or she will connect it into fashion things, not into the name of a person who are taken as the name of a brand. Fashion terms that are categorized

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as fashion items are sweetbands, Swarovski, mood ring. The other terminologies of fashion are runaways, fashionology, curved, studded, and high fashion. ii. April 2015: Jewel Chief

Fashion No. Meaning Terminology affecting extreme elegance in dress and manner 1. Dandified (http://www.thefreedictionary.com/dandified, accessed on March 22, 2016). Lanvin is a French multinational high fashion house, which was founded by Jeanne Lanvin. 2. Lanvin (https://en.wikipedia.org/wiki/Lanvin_(company), accessed on March 22, 2016). 3. Fashion map An overview about the stores and also fashion brands. Roger Vivier is a French luxury maison offering shoes, handbags and accessories and embodying a timeless Parisian elegance, sophisticated with a touch of 4. Roger Vivier eccentricity (http://www.southcoastplaza.com/store-directory/roger- vivier/, accessed on March, 22, 2016). Baccarat Crystal is a manufacturer of fine crystal glassware located in Baccarat, France 5. Baccarat (https://en.wikipedia.org/wiki/Baccarat_(company), accessed on March 22, 2016). Fine jewelry is typically made with precious materials such as gold, diamonds, and pearls 6. Fine jewelry (http://www.jewelry.com/blog/fine-jewelry accessed on March 22, 2016). Christian Dior SE, commonly known as Dior, is a European luxury goods company 7. Dior (https://en.wikipedia.org/wiki/Christian_Dior_SE accessed on March 22, 2016). The fashion company founded by a French fashion Christian designer named Christian Marie Marc Lacroix 8. Lacroix (https://en.wikipedia.org/wiki/Christian_Lacroix accessed on March 22, 2016). Yves Saint Laurent is the French fashion house founded Yves Saint by Yves Henri Donat Mathieu-Saint-Laurent 9. Laurent (http://www.fragrantica.com/designers/yves-saint- laurent.html accessed on March 22, 2016). Rive Gauche is a women's perfume launched by Yves Saint Laurent in 1971 10. Rive Gauche (https://en.wikipedia.org/wiki/Rive_Gauche_(perfume) accessed on March 22, 2016).

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Fashion No. Meaning Terminology The personnel of an organization or a business who actually make a product or perform a service 11. Line (http://www.thefreedictionary.com/line accessed on March 22, 2016). A company that is involved in a particular area of business 12. House (http://dictionary.cambridge.org/dictionary/english/hous e accessed on March 22, 2016). Boivin is famed jewelry house founded by René Boivin. 13. Boivin (http://www.primaveragallery.com/biography/boivin- bio accessed on March 22, 2016). A small piece of a hard, valuable substance, such as a diamond, that is found in the ground and used in jewelry 14. Stone (http://dictionary.cambridge.org/dictionary/english/ston e accessed on March 22, 2016). Chrysocolla is a copper stone, ranging from light green to deep blue 15. Chrysocolla (http://www.crystalvaults.com/crystal- encyclopedia/chrysocolla accessed on March 22, 2016). Tiger eye is a chatoyant gemstone that is usually a metamorphic rock that is a golden to red-brown color, 16. Tigereye with a silky luster (https://en.wikipedia.org/wiki/Tiger%27s_eye accessed on March 22, 2016). Table 1b-2. Fashion Terminology in Jewel Chief

In Jewel Chief, there are 16 fashion terms found. Fashion terminologies that are categorized as brand names are Lanvin, Roger Vivier, Baccarat, Dior, Christian

Lacroix, Yves Saint Laurent, Rive Gauche, and Boivin.

Fashion terms that are categorized as fashion items are fine jewelry, chrysocolla, and tigereye. The other terminologies of fashion are dandified, fashion map, line, house, and stone.

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iii. June 2015: Natural Instinct

Fashion No. Meaning Terminology A homosexual man who dresses as a woman especially to entertain people (http://www.merriam- 1. Drag queen webster.com/dictionary/drag%20queen accessed on March 22, 2016). Custom-fitted means personalized with regard to shape 2. Custom-fitted and size (https://en.wikipedia.org/wiki/Custom-fit accessed on March 22, 2016). Something that has been created by an artist, musician, or writer 3. Pieces (http://dictionary.cambridge.org/dictionary/english/piec e accessed on March 22, 2016). Works that are created by people outside the professional art world 4. Art brut (http://www.visual-arts-cork.com/definitions/art- brut.htm accessed on March 22, 2016). A necklace with misty light green stone in the family of Chrysoprase quartzes 5. strung (https://cherylcanfield.wordpress.com/chrysoprase/ accessed on March 22, 2016). A small and round object of glass, wood, stone, or the like with a hole through it, often strung with others of its 6. Brass bead kind in necklaces (http://www.thefreedictionary.com/bead accessed on March 22, 2016). A physical substance that things can be made from 7. Materials (http://dictionary.cambridge.org/dictionary/english/mate rial accessed on March 22, 2016). A style or fashion 8. Look (http://dictionary.cambridge.org/dictionary/english/look accessed on March 22, 2016). An artistic creation, such as a painting, sculpture, or literary or musical composition, or a creative result of 9. Work other human activity (http://www.thefreedictionary.com/work accessed on March 22, 2016). Table 1b-3. Fashion Terminology in Natural Instinct

In Natural Instinct, there are 9 fashion terms found. Fashion terms that are categorized as fashion items are chrysoprase strung and brass bead. The other

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terminologies of fashion are drag queen, custom-fitted, pieces, art brut, materials, look, and work. There are no brand names in this article. iv. June 2015: Giving Shade

Fashion No. Meaning Terminology Glasses with darkened or polarizing lenses that protect the eyes from the sun's glare 1. Sunglasses (http://www.thefreedictionary.com/sunglasses accessed on March 22, 2016). The plastic or metal structure that holds together a pair of glasses 2. Frames (http://dictionary.cambridge.org/dictionary/english/fram e accessed on March 22, 2016) A style that someone (in most cases not attractive) may Look-at-me wear to draw attention to her/himself 3. style (http://www.urbandictionary.com/define.php?term=look +at+me! accessed on March 22, 2016). A simple, elegant style not greatly subject to changes in fashion 4. Classics (http://www.oxforddictionaries.com/definition/english/c lassic accessed on March 22, 2016). A company that produces goods for sale, the goods themselves, or the company name or symbol 5. Label (http://dictionary.cambridge.org/dictionary/english/label accessed on March 22, 2016). The eyewear brand by Ahlem Manai-Platt 6. Ahlem (http://www.luxuryeyewearforum.com/2015/02/22/ahle m-parisian-inspirations/ accessed on March 22, 2016). An item of age, usually from around the 1920's to approx 20 years ago. 7. Vintage (http://www.urbandictionary.com/define.php?term=vint age accessed on March 23, 2016). Particular fashion 8. Styles (http://www.thefreedictionary.com/style accessed on March 23, 2016). To establish or found 9. Planting (http://www.thefreedictionary.com/planting accessed on March 23, 2016). To be present; make an appearance 10. Flag (http://www.thefreedictionary.com/flag accessed on March 23, 2016). Table 1b-4. Fashion Terminology in Giving Shade

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In Giving Shade, there are 10 fashion terms found. Fashion terminology that is categorized as brand name is Ahlem. Fashion terminology that is categorized as fashion items is sunglasses. The others terms of fashion are frames, look-at-me- style, classics, label, vintage, styles, planting, and flag. v. June 2015: Seaslide

Fashion No. Meaning Terminology To frame or formulate (http://www.merriam- 1. Draw webster.com/dictionary/draw accesed on March 23, 2016). Álvaro González is a new line of leather accessories Álvaro created by Álvaro González. 2. González (http://keepitchic.com/2014/07/31/alvaro-gonzalez- sandals/ accessed on March 23, 2016). A technique for colouring fabric by dipping it in dye 3. Dip-dyed (http://www.macmillandictionary.com/dictionary/british /dip-dye accessed on March 23, 2016). Penetrative dye or chemical used in colouring a material or object 4. Stains (http://www.oxforddictionaries.com/definition/english/s tain accessed on March 23, 2016). A pattern that is formed by lines crossing each other 5. Cross Straps (http://www.merriam-webster.com/dictionary/crisscross accessed on March 22, 2016). Companies that are involved in a particular area of business 6. Houses (http://dictionary.cambridge.org/dictionary/english/hous e accessed on March 22, 2016). Tod's Group is an Italian company which produces luxury shoes and other leather goods, and is presided over 7. Tod by businessman Diego Della Valle (https://en.wikipedia.org/wiki/Tod%27s accessed on March 23, 2016).

Valextra is a brand of luxury leather goods and accessories based in Milan, Italy 8. Valextra (https://en.wikipedia.org/wiki/Valextra accessed on march 23, 2016).

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Fashion No. Meaning terminology Loro Piana is an Italian clothing company specialising in high-end, luxury cashmere and wool products founded by 9. Loro Piana Pietro Loro Piana (https://en.wikipedia.org/wiki/Loro_Piana accessed on March 23, 2016). A general plan (http://www.merriam- 10. Line webster.com/dictionary/line accessed on March 23, 2016). a woman's small bag or purse used for carrying personal things and money 11. Handbags (http://www.merriam-webster.com/dictionary/handbag accessed on march 23, 2016). Old-fashioned style and confidence 12. Dash (http://dictionary.cambridge.org/dictionary/english/dash accessed on March 23, 2016). Table 1b-5. Fashion Terminology in Giving Seaslide

In Giving Shade, there are 12 fashion terms found. Fashion terms that are categorized as brand names are Álvaro González, Tod, Valextra, and Loro Piana.

Fashion terminology that is categorized as fashion item is handbags. The others terms of fashion are draw, dip-dyed, stains, cross Straps, houses, line, and dash. vi. December 2015: Crown Jewels (Emma Elwick – Bates Takes The New Hair

Accessories Out To Lunch – And To 10 Downing Street.)

Fashion No. Meaning Terminology Yves Saint Laurent YSL is a luxury fashion house founded by Yves Saint Laurent and his partner, Pierre 1. Saint Laurent Bergé (https://en.wikipedia.org/wiki/Yves_Saint_Laurent_(des igner) accessed on March 23,2016). A deliberately untidy and uncoordinated fashion style 2. Grunge (http://www.thefreedictionary.com/grunge accessed on March 23, 2016). A small crown that is decorated with jewels and that is worn by women or girls on special occasions 3. Tiara (http://www.merriam-webster.com/dictionary/tiara accessed on March 23, 2016).

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Fashion No. Meaning Terminology A short, close-fitting leather jacket with zips and studs 4. Biker jackets (http://www.collinsdictionary.com/dictionary/english/bi ker-jacket accessed on March 23, 2016). Cut slips in a way that when the garment is finished the grain hangs diagonal, rather than straight up and down 5. Bias-cut slips (https://bagntell.wordpress.com/bias-cutting/ accessed on March 23, 2016). The long and narrow stage that models walk along in a fashion show, or usually called catwalk 6. Runaway (http://dictionary.cambridge.org/dictionary/english/runw ay, accessed on March 21, 2016). A girl with a "fly-booty", Jeanz (skin-tight denim pants) and tasteful accesssories 7. Trash-chic (http://www.urbandictionary.com/define.php?term=tras hy-chic accessed on March 21, 2016). Rodarte is a brand of clothing and accessories founded by Kate and Laura Mulleavy 8. Rodarte (https://en.wikipedia.org/wiki/Rodarte accessed on March 23, 2016). decorative clips or bars that are used to hold a girl's or woman's hair in place 9. Barrettes (http://www.merriam-webster.com/dictionary/barrette accessed on March 23, 2016).

Marc Jacobs is a global brand that produces womenswear, menswear and accessories 10. Marc Jacob (https://www.coty.com/brands/marc-jacobs accessed on March 23, 2016). A small stone that is made to look like a diamond and that is used in jewelry or for decoration(http://www.merriam- 11. Rhinestone webster.com/dictionary/rhinestone accessed on March 23, 2016). Perry Ellis is a clothing brand owned by Perry Ellis International and founded by designer Perry Ellis 12. Perry Ellis (https://en.wikipedia.org/wiki/Perry_Ellis_(brand) accessed on March 23, 2016). A woman's hairstyle in which the hair is coiled at the rear and secured in place(http://www.merriam- 13. French twist webster.com/dictionary/French%20twist accessed on March 23, 2016). A usually decorative covering for the head 14. Headpiece (http://www.merriam-webster.com/dictionary/headpiece accessed on March 23, 2016).

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Fashion No. Meaning Terminology To style (hair) while drying it with a hand-held hairdryer 15. Blow-dry (http://www.thefreedictionary.com/blow-dry accessed on March 23, 2016). Disheveled 16. A hair style low ponytail Chanel is one of today’s best known and most highly sought-after fashion brands, and has been one practically 17. Chanel since it was founded by Coco (Gabrielle) Chanel in 1909 (http://nymag.com/thecut/fashion/designers/chanel/, accessed on March 21, 2016). Susan Foster is a jewelry’s brand that names after its founder, Susan Hillary Foster 18. Susan Foster (https://en.wikipedia.org/wiki/Susan_Foster accessed on March 23, 2016). Fashion relating to a bride or a wedding 19. Bridal (http://www.merriam-webster.com/dictionary/bridal accessed on March 23, 2016). stylish and fashionable 20. Chic (http://dictionary.cambridge.org/dictionary/english/chic accessed on March 23, 2016). Table 1b-6. Fashion Terminology in Crown Jewels

In Crown Jewels, there are 20 fashion terminologies. Fashion terminologies that are categorized as Brand names are as Saint Laurent, Rodarte, Marc Jacob,

Perry Ellis, Chanel, and Susan Foster. Fashion terms that are categorized as fashion items are tiara, biker jackets, bias-cut slips, barrettes, rhinestone, and headpiece.

The others terms of fashion are grunge, runaway, trash-chic, French twist, blow- dry, disheveled low ponytail, bridal, and chic.

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vii. December 2015: Room to Shine

Fashion No. Meaning Terminology Bergdorf Goodman is a luxury goods department store based on Fifth Avenue in Midtown Manhattan in New Bergdorf 1. York City Goodman (https://en.wikipedia.org/wiki/Bergdorf_Goodman accessed on March 23,2016). Tastefully fine or luxurious in dress, style, design, etc 2. Elegant (http://www.dictionary.com/browse/elegant accessed on March 23, 2016). Artistic creation, such as a painting, sculpture, or literary or musical composition, or a creative result of other 3. Works human activity (http://www.thefreedictionary.com/work accessed on March 22, 2016). Jewelry manufacturers founded by David Webb 4. David Webb (https://en.wikipedia.org/wiki/David_Webb_(jeweler) accessed on March 23, 2016). Pomellato is an Italian jewelry company. The brand was founded by Pino Rabolini in Milan in 1967 and currently 5. Pomellato ranks among the first five European jewellers by sales. (https://en.wikipedia.org/wiki/Pomellato accessed on March 23, 2016). Pieces that have been carefully chosen and there's a Curated theme (http://youlookfab.com/welookfab/topic/can-we- 6. collection talk-about-the-meaning-of-curated accessed on March 23, 2016) Fine jewelry is typically made with precious materials such as gold, diamonds, and pearls 7. Fine jewelry (http://www.jewelry.com/blog/fine-jewelry accessed on March 22, 2016). Gemfields is the world's leading producer of ethically- 8. Gemfield sourced rare coloured gemstones (https://gemfields.co.uk/ accessed on March 23, 2016). Table 1b-7. Fashion Terminology in Room to Shine

In Room to Shine, there are 8 terms found. Fashion terminologies that are categorized as brand names are as David Webb and Pomellato. Fashion terminology that is categorized as fashion item is fine jewelry. The others terms of fashion are

Bergdorf Goodman, elegant, works, curated collection, and Gemfield. Bergdorf

Goodmand and Gemfield are actually the name of companies that are run in fashion.

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c. Metaphor

The result of the metaphor is shown in the table below based on its appearance

and printed bold. i. April 2015: Arm Candy (Wearable Technology has A New Focal Point: The

Wrist.)

No. Metaphor Meaning The word “intersection” does not “… at the intersection of the really imply the place or point where 1. worlds of technology and two or more things come together fashion.” but it implies a situation with two choices. The word “move” here does not “… as the clock moved from mean go to one place to another but 2. public squares to the wrist..” it means change from one condition to another. The phrase “knocked on OC’s door” does not imply that someone knock 3. “… that knocked on OC’s door.” the door of OC but it implies that there is something that is offered to OC. The word “tsunami” does not mean the real a very big wave in the ocean 4. “There’s a tsunami of tech…” that is usually caused by an earthquake under the sea but it means a big change. Table 1c-1. Metaphor in Arm Candy

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ii. April 2015: Jewel Chief

No. Metaphor Meaning The word “landed” here does not “Top finally landed at Yves Saint 1. mean to come to a surface but it Laurent.” means to join with. “… by the intricately constructed armillary spheres and celestial The sentence indirectly compares 2. mechanism developed by the the jewelry with the celestial ancient Greeks and prized by mechanism in ancient Greeks. Renaissance princess” Table 1c-2. Metaphor in Jewel Chief iii. June 2015: Natural Instinct

No. Metaphor Meaning The word “bold” here means 1. “… the path that led to his bold.” courageous decision. The words “lived in” here does not “they have a quality of being 2. means to move to someone’s house lived in.” but it means to be mixed. The sentence indirectly compares “It’s like two people bonding 3. the necklace with two people who over one object.” are connecting into one. Table 1c-3. Metaphor in Natural Instinct iv. June 2015: Giving Shade

No. Metaphor Meaning The word “live” doesn’t imply about staying at one certain part but 1. “I live in sunglasses.” it means that the speaker dedicates herself to make sunglasses. The phrase here means that Ahlem “… Ahlem is planting her flag 2. is making her mark in fashion firmly in the stylish future” world. Table 1c-4. Metaphor in Giving Shade

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v. June 2015: Seaslide

No. Metaphor Meaning “… well suited for a Barceloneta The phrases here means good 1. beach party or a Saturday- atmosphere. morning stroll in Brooklyn.” The phrase doesn’t means to find the “It’s about finding the right 2. true a long narrow mark but to find lines.” the appropriate shape. It means something that eye- 3. “… that pop in front of the eye.” catching. Table 1c-5. Metaphor in Seaslide

vi. December 2015: Crown Jewels (Emma Elwick – Bates Takes The New Hair

Accessories Out To Lunch – And To 10 Downing Street.)

No. Metaphor Meaning “It all reminds me of discovering It means that it is so good and so 1. Nirvana.” beautiful. It means an extremely long time 2. “… feel light years away.” from now in the past or future. Table 1c-6. Metaphor in Crown Jewels

vii. December 2015: Room to Shine

No. Metaphor Meaning “… brought to life by the It means to put spirit into 1. architect…” something. “Even among the rebar and It means that it is very shiny even it 2. plywood, I can already see the can be seen among any other sparkle.” materials. Table 1c-7. Metaphor in Room to Shine

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2. Syntactical features

Syntactical features that are going to be used in the analysis are a simple sentence and a complex sentence. A simple sentence is a sentence with just a main clause (Wales, 2001:256). A complex sentence is a sentence that has a main clause and one or more adverbial clauses.

The result of the analysis is shown in the form of table. Several abbreviation of syntactical features are used to shorten the use of space. SS stands for simple sentence and CS stands for complex sentence. The result of the analysis is shown in the table below based on its appearance. i. April 2015: Arm Candy (Wearable Technology has A New Focal Point: The

Wrist.)

Categories No. Sentence SS CS We stand, we’re constantly being 1. told, at the intersection of the worlds √ of technology and fashion. But where precisely, in our wide- 2. screened, 3-D world are tech √ companies and designers facing off? Not on the runaways of Paris or New York – or in a conference room in 3. √ Cupertino or Mountain View – but on your wrist.

The wrist: the very same place where, while the pyramids were being built, we wore amulets with spiritual power 4. and where, in the early days of the √ U.S. military, we tattooed nautical stars to guide us safely on our journeys.

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Category No. Sentence SS CS Later, as clocks moved from public squares to the wrists of World War I soldiers in the trenches, civilian time 5. landed there as well, at that in- √ between place – that functional joint with which we grapple with our world. Sure, we wore sweatbands in the eighties, as well as the Casio 6. √ calculators that seem to have parented today’s fit bands and Apple Watches. But we also wore Chanel’s big cuffs which, along with bracelets from Fendi and Gucci, led a tech-forward guy like will.i.am to design his new 7. device, the i.amPULS smart band, √ which he refers to as a “fashion-first” computer on your wrist – in his coinage, “fashionology.” (More on this in a bit.) But suddenly we’re faced with questions such as: Is that a Swarovski crystal glowing on your bracelet (in fashionable coordination with a nine- 8. piece collection of pendants, √ bracelets, and watchbands) or a Swarovski Shine tracking crystal monitoring both your daytime movement and your sleep? One need look no further that Opening Ceremony’s MICA (My 9. Intelligent Communication √ Accessory) for an indication of where our wrists are headed. The story of the development of the curved sapphire touchscreen display – which comes in white snakeskin studded with obsidian and tigereye or 10. √ black snakeskin with pearls and lapis – is one of fashion firmly grabbing the tech reins: It was Intel, after all, that knocked on OC’s door.

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Category No. Sentence SS CS “They came to us sating they wanted 11. a bracelet focused toward women,” √ says OC cofounder Humberto Leon. “We said we would be interested only if we were included fully from the 12. √ beginning – including discussions on what the bracelet actually does.” Intel agreed, and OC proceeded to 13. √ focus-group about 100 people. “The number-one response was that it 14. needs to look like something I want to √ wear,” says Leon. Untethering – that is, separating the 15. smart from the smartphone – quickly √ became a priority.

The other thing his panel said was that 16. they didn’t want to feel as if they had √ to check their device constantly.

Thus MICA allows for tactful email browsing and politic perusals of texts 17. from a curated list of contacts – your √ partner, your nanny, your private investigator.

Just when you thought technology 18 √ had eviscerated any semblance of politeness entirely – know hope!

Caeden, meanwhile, is an entirely new company helmed by two Bay- area partners and tech veterans, Nora Levinson and David Watkins, who 19. √ transplanted themselves to SoHo and recruited the fashion-marketing prowess of Soyoung Park, formerly of Donna Karan, along the way.

No. Sentence Category

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SS CS Like their headphones, which are both jewelry-esque and highly functional – Soo Joo Park is their brand endorser – Caeden’s forthcoming bracelet is 20. simultaneously high-fashion and √ high-tech, measuring your pulse through your skin and gaining insight into your stress level while working undercover as an elegant bracelet.

“Right now, we’re at an intersection,” says will.i.am, whose PULS integrates 3G, Wi-Fi, Bluetooth, 21. GPS, email, SMS, and streaming √ music – all run by a Her-esque operating system named AnnedA (pronounced “A-need-a”). “There’s a tsunami of tech companies trying to get into fashion, but you don’t see enough fashion people 22. √ trying to get into fashion, but you don’t see enough fashion people trying to get into tech.” If he were wearing a mood ring, it 23. √ would be orange for “upset.” “If we can do this,” he says – and by this, he means the thing on his wrist – 24. √ “what makes you thing a big tech company can’t?” “The fashion world needs to lead the 25. √ change!” Table 2-1. Simple and Complex Sentence in Arm Candy

There are 25 sentences in Arm Candy. There are 23 complex sentences and

2 simple sentences.

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ii. April 2015: Jewel Chief

Categories No. Sentence SS CS THE DANDIFIED ELIE TOP, a 1. darling of the Parisian fashion world, √ is also one of its best-kept secrets. For a dozen or so years he has been collaborating with Alber Elbaz of 2. Lanvin on the whimsical pieces that √ did nothing less than put costume jewelry back on the fashion map. (He has also designed for Bruno Frisoni at Roger Vivier and created 3. √ crystal jewels for the storied house of Baccarat.) It’s only fitting, then, that Top has marked his debut in fine jewelry with a collection of beautifully crafted 4. √ pieces every bit as discreet as the man himself.

After early internship at Dior and Christian Lacroix, Top finally landed 5. √ at Yves Saint Laurent, where he worked alongside the master himself. When Elbaz began designing the Rive gauche collections in 1998, he asked 6. Top, then 21, to work on accessories √ – and when Elbaz joined Lanvin three years later, Top come too. For his own name line, however, Top realized that “the essence of my work 7. is really about architecture and √ mechanics,” as he puts it.

He was inspired by the faintly industrial jewelry created by the house of Boivin in the thirties and forties and by the intricately 8. √ constructed armillary spheres and celestial mechanisms developed by the ancient Greeks and prized by Renaissance princes.

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Category No. Sentence SS CS Top’s necklaces or rings, which can look almost functional one minute, often display sophisticated hidden 9. √ bling (diamond stars circling onyx planets like satellites, for instance) the next. Meanwhile, a preferences for unusual stones like chrysocolla and tigereye helps keep his price points relatively 10. √ low – rings start at $5,000, with the more elaborate necklaces rising to $40,000. Table 2-2. Simple and Complex Sentence in Jewel Chief

There are 10 sentences in Jewel Chief. There are 9 complex sentences and one simple sentence in this article. iii. June 2015: Natural Instinct

Categories No. Sentence SS CS Women, men, drag queens would come to my studio and see my sculptures and say, ‘I just want to put 1. √ it on!’ says artist Walt Cassidy, describing the path that led to his bold, uncompromising jewelry. His custom-fitted pieces typically employ hunks of lapis or veiny green 2. “art brut” chrysoprase strung with √ brass beads that could be mistaken for burnished gold. “I like materials that are elemental – 3. they have a quality of being lived in, √ “Cassidy, 42, says. Some of his notions are frankly startling: He thinks nothing of pairing raw garnets with hot pink vinyl – 4. √ colors, he says, inspired by the splotches on his dad’s painting suitcase.

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Category No. Sentence SS CS The Brooklyn-based designer, who is ruggedly handsome and sports 5. imposing peacock tattoos on both √ forearms, has one of those amazing, only-in-America backstories. He grew up on his father’s Missouri farm before fleeing at fourteen to be 6. √ with his mom, who worked in a gay bar in Norfolk, Virginia. “My grandmother was a bootlegger – 7. I’m from rebellious stock,” he says, √ laughing. Moving to Manhattan in the early nineties, he found a home in clubs like 8. Limelight, where he created interiors, √ worked the door, or simply go-go danced. “New York nightlife had that ritual, talismanic quality – building your 9. √ structure, building your look,” he remembers. That mystical sense of connection continues to inform his work: When you visit his atelier to order, say, a 10. bracelet composed of Australian jade √ and ostrich-egg links, “it’s like going to a psychic or a palm reader.’ Cassidy smiles. “It’s two people bonding over one 11. √ object.” Table 2-3. Simple and Complex Sentence in Natural Instinct

There are 11 sentences in Natural Instinct. There is one simple sentence and

10 complex sentences.

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iv. June 2015: Giving Shade

Categories No. Sentence SS CS When it comes to sunglasses, not all 1. √ frames are equal – flattering. There’s always a good reason to try 2. √ another – Too bright! 3. Too dark! √ 4. Too mysterious! √ But with wild, look-at-me styles 5. feeling a little, well, classic, what to √ add for summer? Ahlem Manai-Platt, who worked at Acne and Miu Miu in Paris before relocating to Venice Beach, 6. California, a year ago, launched her √ label, Ahlem, shapes with subtly sculpted details, all rendered in vintage Mazzucchelli acetate. “I live in sunglasses; I trade them: I give them away,” says Ahlem, 35, “so 7. √ making them seemed the obvious career move.” Earlier styles are named after districts in Paris – from the vintage-esque 8. √ Pigalle to the St. Germain’s more cerebral charm. More recently she’s added the 9. √ brushed-silver Concorde aviator. But Ahlem is planting her flag firmly 10. √ in the stylish future. “They have an anti-reflective coating on the inside, so you can look at your 11. √ iPhone – or the open road – without any problems.” Table 2-4. Simple and Complex Sentence in Giving Shade

There are 11 sentences in Giving Shade. There are 5 simple sentences and 7 complex sentences.

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v. June 2015: Seaslide

Categories No. Sentence SS CS The irresistible draw of Alvaro Gonzalez’s sandals – equally well suited for a Barceloneta beach party or 1. √ a Saturday-morning stroll in Brooklyn – lies in their fusion of easy vibes and technological shine. Their soles, for example, are dip-dyed with natural stains to induce a rich earthen glow, whole a special mirror 2. √ treatment on calf-hide leather banded in cross straps or caged toes flickers as you move. “It’s unique because one doesn’t often see a metallic effect in that deep a color,” says Gonzalez from his studio 3. √ in Florence, Italy (his sandals are produced just west of the city, in Lucca). After a career designing for houses including Tod’s, Valextra, and Loro 4. Piana, Gonzalez founded his self- √ titled line last year; it also includes handbags. Each model is given a female name starting with the letter A: “Alberta, Anna, Antonia. It’s because of my name – very egocentric!” the designer 5. √ says, laughing, before adding, “It’s about finding the right lines and looking for things that pop in front of the eye.” Table 2-5. Simple and Complex Sentence in Seaslide

There are 5 sentences in Seaslide, Those all are complex sentences.

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vi. December 2015: Crown Jewels

Categories No. Sentence SS CS Saint Laurent grunge tiara to be worn 1. √ with anything. The GIF twinkles in my Twitter feed before the third model has even 2. stomped through the Carreau du √ Temple at Hedi Slimane’s show in October. Indeed – tiaras are seen bouncing atop 3. everything from biker jackets to bias- √ cut slips. “It all reminds me of discovering Nirvana,” says model and actress 4. Agyness Deyn, whose runaways return √ at Saint Laurent was crowned with a trash-chic diamante tiara. Despite a designer friend once dubbing 5. me La Dauphine, I consider myself to √ be relatively low-maintenance. Still, the array of gleaming hair jewels 6. at the spring collections was inspiring √ Marie Antoinette levels of twitchiness. Even before Saint Laurent, the New York shows featured Rodarte’s ethereal barrettes and Marc Jacob’s 7. rhinestone-and-pearl hair accessories, √ the latter harking back to the slide from his infamous Perry Ellis spring 1993 grunge collection. In all their guises, the new hair accessories came dotted through rather 8. unspecific dos: naturally parted and √ down, or messy variations on a French twist. Informality is the new disruptive spin on such pretty accoutrements, which 9. are now as suitable for day-light as √ they are for evening.

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Category No. Sentence SS CS That’s why, with Glastonbury still eight months away, I can’t resist taking 10. the glistening Saint Laurent headpiece √ to a casual Sunday lunch in London’s Chelsea before returning to New York. When I wear it a little lower on the forehead rather than the… well, crown, it presses gently against my limp post- 11. √ flight locks (the tiara’s sparkle is suitably distracting for those with no time or inclination to blow-dry). With surrounding eyebrows suitably raised, this alt-princess finds it the 12. √ perfect excuse to order in a correspondingly commanding tone. My four-year-old dining companion is enthralled, as am I: While tiaras have long played to the left and charmed 13. nonconformists from Dame Vivienne √ Westwood to Courtney Love, this new iteration of hair jewels feels more lighthearted, more fun. Armed with my invitation from Samantha Cameron, the prime minister’s wife, for her London 14. Fashion Week celebration at 10 √ Downing Street, I visit hairstylist George Northwood to dress up my disheveled low ponytail. He opts for the considered clash of a Chanel crescent-moon hairpin and a 15. Susan Foster white diamond barrette, √ then teases more than a few strands out of their new constraints – “You don’t want to look bridal or lack 16. √ a sense of modernity,” he says.

I make my way through the main gate at 10 Downing and to the security hut 17. √ – where I’m promptly asked to remove the pin before entering the scanner.

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Category No. Sentence SS CS I manage to replace it myself, happy 18. that a less precious approach to √ accessorizing is the new goal. As I enter the state drawing room, my a la carte sparkle seems to add a certain 19. appreciative coos from the enviable √ chic Serbian-born, London-based designer Roksanda Illincic. Suddenly any notions of “grunge 20. √ princess” feel light years away. Table 2-6. Simple and Complex Sentence in Crown Jewels

There are 20 sentences in Crown Jewels. There are four simple sentences and 17 complex sentences. vii. December 2015: Room to Shine

Categories No. Sentence SS CS

I am standing in 5,000 square feet of 1. √ dust that, in a few weeks, will house just as many carats of diamonds.

Despite the space’s unfinished state, 2. though it’s easy to see the potential of √ Bergdorf Goodmand’s new jewelry salon – the brainchild of Linda Fargo.

Bergdorf’s director of women’s fashion and store presentation, brought to life by the architect Michael 3. √ Neumann.

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Category No. Sentence SS CS Taking cues from Beaux Arts and French Moderne – with faceted stained-wood walls epitomizing the elegant, pared-down style of Jean- Michel Frank and plush velvet settees nodding to the sumptuous nature of 4. √ Serge-Roche – the atelier will mix works from established names like David Webb and Pomellato with gems from lesser-known (and new to Bergdorf) designers, including Yannis Sergakis and Daniela Villegas. “Bergdorf Goodman was my great 5. grandmother’s favorite store,” says √ Villegas. “To show here is to relive the stories 6. √ she told me as little girl.” For the opening (and the holiday season) the main room will include a curated collection of one-of-a-kind 7. √ fine jewelry pieces featuring Gemfiels’s responsibly sourced rubies and emeralds. Even among the rebar and plywood, I 8. √ can already see the sparkle. Table 2-7. Simple and Complex Sentence in Crown Jewels

There are 8 sentences in Crown Jewels. There are two simple sentences and

6 complex sentences.

The results of the analysis above are summarized in tables below:

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Table 2-8. Proper Noun

Proper Noun categories No. Article A SP BN SPl ST CN SSh SSt Oth Total 1. Arm Candy 5 7 8 7 5 2 - - 2 36 2. Jewel Chief - 5 8 - 1 - - - 2 16 Natural 3. - 1 1 6 2 - - - - 10 Instinct Giving 4. - 1 2 4 - 2 - - - 9 Shade 5. Seaslide - 4 4 4 - - - - 1 13 Crown 6. 1 7 6 8 1 1 4 - 2 30 Jewels Room to 7. - 5 - - - 4 - 3 - 12 Shine Sub Total 6 30 29 29 9 9 4 3 7 126 Notes : A : Abbreviation CN : Company Name SP : Specific Person SSh : Specific Show BN : Brand name SSt : Specific Style SPl : Specific Place Oth : Others (specific event, specific ST : Specific Thing group, specific ethnic, specific era, name of the day, name of the month)

Based on the table 2-8, there are 126 proper nouns used in the 7 chosen articles. The mostly used proper noun is specific person with 30 applications. The others most commonly used are brand name and specific place. The least application in the articles is specific style with 3 appearances. Arm Candy has 23 applications of proper noun. Jewel Chief has 16 applications of proper noun.

Natural Instinct has 10 applications of proper noun. Giving Shades has 9 applications of proper noun. Seaslide has 13 applications of proper noun. Crown

Jewel has 30 applications of proper noun. Room to Shine has 12 applications of proper noun.

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Table 2-9. Fashion Terminology

Categories No. Articles Brand Fashion Total Others name Item 1. Arm Candy 3 3 5 11 2. Jewel Chief 8 3 5 16 3. Natural Instinct - 2 7 9 4. Giving Shade 1 1 8 10 5. Seaslide 4 1 7 12 6. Crown Jewels 6 6 8 20 7. Room to Shine 2 1 5 8 Sub Total 24 17 45 86 Based on Table 2-9, there are 88 fashion terminologies used in the articles.

Fashion terminology here is divided into three parts which are brand name, fashion item, and others fashion terms. The mostly used fashion terminology is others fashion terms with 45 appearances. Other fashion terms here means that any words or verbs that connect with fashion except brand name and fashion item. The application of brand name in the articles is 24 and fashion items are 17. Arm Candy has 11 applications of fashion terminology. Jewel Chief has 16 applications of fashion terminology. Natural Instinct has 9 applications of fashion terminology.

Giving Shade has 10 applications of fashion terminology. Seaslide has 12 applications of fashion terminology. Crown Jewel has 20 applications of fashion terminology. Room to Shine has 8 applications of fashion terminology.

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Table 2-10. Metaphor

No. Article Total 1. Arm Candy 4 2. Jewel Chief 2 3. Natural Instinct 3 4. Giving Shade 2 5. Seaslide 3 6. Crown Jewels 2 7. Room to Shine 2 Sub Total 18 There are 18 metaphors found in the articles with at least 2 metaphors in each article. The text producer uses any linguistic tools to attract the readers’ attention (McLoughlin, 2000:21). Therefore, the use of metaphor in the article is important.

Table 2-11. Simple and Complex Sentence

Categories No. Article Simple Sentence Complex Sentence 1. Arm Candy 2 23 2. Jewel Chief 1 9 3. Natural Instinct 1 10 4. Giving Shade 5 7 5. Seaslide - 5 6. Crown Jewels 4 16 7. Room to Shine 2 6 Sub Total 15 76 There are 91 sentences in 7 articles. The sentences consist of 15 simple sentences and 76 complex sentences. There is one article that doesn’t have any simple sentences. Based on the data shown in the table, it can be concluded that

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complex sentences are more used than simple sentences in writing articles. It happened because sometimes in the articles, the text producer needs to put a lot of information into a short space (McLoughlin, 2000:15). Therefore, the use of complex sentences is more effective because complex sentences can contain more than one clause.

B. The Analysis on Lexical and Syntactical Features in Persuasive

Strategies

The analysis of lexical and syntactical features is used to answer the second problem about how do lexical and syntactical features on the View column in Vogue magazine are exploited for persuasive purposes. There are five types of persuasive language strategies according to Timothy A. Borchers: language intensity, powerful language, language and imagery, rhetorical figures, and metaphor.

1. Language Intensity

Language intensity in the articles can be seen in the way the text producer implies the message about the products by using lexical category which is proper noun. There are 126 proper nouns that are used in the article. The most frequent proper nouns in the article are specific person, brand name, and specific place.

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The list of the proper nouns is shown in the table below:

Table 1. The most used proper nouns

Proper Nouns No. Specific Person Brand Name Company Name 1. 30 29 29 Specific person mentioned in the articles are mostly about the designer of the fashion products for example Nora Levinson, David Watskin, Soyoung Park,

Donna Karan, Soo Joo Park, Elie Top, Alber Elbaz, Bruno Frisoni, Walt Cassidy,

Ahlem Mania-Platt, and Gonzalez. Brand name in the articles is mostly about the brand of the products that are mentioned in the articles for example Casio, Apple,

Chanel, Fendi, Gucci, Intel, AneedA, Roger Vivier, Baccarat, Rive Gauche, Boivin,

Lanvin, The Brooklyn, Mazzucchelli, Pigalle, Alvaro Gonzalez, Tod, Valextra, and

Loro Piana. Specific place in the articles are mostly about the location of the company of the brand for example Paris, New York, Mountain View, America,

Missouri farm, Norfolk, Virginia, Manhattan, New York, Venice beach, California,

Florence, and Italy.

From the data above, it can be concluded that the text producer wants to lead the reader to pay attention more to the one who made the products, what products that are made, and where the products are produced. The readers who are not ego- involved to the topic will be influenced by language intensity when the source is credible. In this case, the articles head for promoting the products that are mentioned. Therefore, the text producer gives information about the designer and the location to strengthen the product and make it credible.

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2. Powerful Language

Instead of using empty adjectives, question forms, polite forms, and hedges, the articles in View column in Vogue magazine use fashion terminologies to give strong message to the reader. Fashion terminologies that are used in the articles explain about fashion in a shorter way but they don’t change the meaning. Fashion terminology packs the messages into one strong word or phrase to make the reader interest with the product. There are 88 fashion terminologies that are used in the articles.

The list of the fashion terminology is shown in the table below:

Table 2. The most used fashion terminology

Fashion Terminology No. Brand Name Fashion Item Others 1. 24 17 45 From the data above, fashion terminology is divided into three main parts which are brand name, fashion terminology, and others. Brand name is about the trademark of fashion products and fashion item is about the items that are connected with fashion. Other terminology refers to some terms such as verb or noun that are associated with fashion. Those categories already built a perception for the readers for example when someone talks about Gucci, people will automatically know that the person is talking about one of fashion brands. Another example is runaways.

When someone uses the word “runaways” when he or she is talking about fashion, people will directly think that it is a catwalk. Therefore, fashion terminology is powerful enough to convey its purpose which is to strengthen the articles.

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3. Language and Imagery

There are four steps of approach that can be used to develop a visual strategy which are visualized theme, support the theme with testimony and facts, analyzed what the readers have heard with their own experiences, and make the decision based on the analysis (Borchers, 2005: 189). In the articles, the text producer already formed the theme which is fashion. The theme strengthens by the use of fashion terminology in each article. By using fashion terminology, the reader will understand that the articles have connections with fashion.

The articles not only contain fashion terminology but also testimony from people about the fashion products and the facts about the fashion products themselves. The testimony and the facts about the products are described on the complex sentences. There are 76 complex sentences out of 91 sentences in seven articles. A complex sentence consists of two or more clauses that contains of some ideas that refer to the fashion products whether it is about the testimony or the facts.

The clauses in a complex sentence will give the dominance images to the readers and help the readers to picture themselves as a part of the thing being described.

After that, the readers connect this ideas with their own ideas and the combination of the ideas will make the readers interested with the products.

4. Rhetorical Figures

This study does not analyze the rhetorical figures in the articles because those aspects are not significant in the articles. This study only finds three rhetorical figures in seven articles such as: “… your partner, your nanny, your private

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investigator.”, “… building your structure, building your look.”, “Too bright! Too dark! Too mysterious!”

Even though not all articles use rhetorical figures, this aspect is still applied.

It means that the text producer still take great care to choose the right words and arrange them carefully to have the maximum effect on the readers.

5. Metaphor

Metaphors have powerful implications for how society would view.

Metaphors use to compare things that are apparently different yet have something in common. Those help the readers to see the relationship between something new and something they already know (Borchers, 2005:190). In the articles, there are 18 metaphors are found. Each article contains at least 2 metaphors. The articles use metaphor to describe the products without directly gives a compliment to the product itself. A metaphor upset readers’ expectation of a boring and literal connection between ideas. It also leads to a more vivid image and emotional response. Therefore, the use of metaphor gives the positive feeling to the reader.

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CHAPTER V CONCLUSION

From the analysis, it can be concluded that articles on View column in

Vogue magazine which contain linguistic features such as lexical and syntactic features are exploited for persuasive purposes. The text producers avoid using literal language that is directly promoting the products. They prefer to distinctive words with certain structures to help them cram a lot of information into a short space in order to tell the reader what is in store for them. The use of literal language will cause too many words that will not convince the readers’ attention.

The main point of this study is how the lexical features and syntactic features are exploited for the persuasive purposes. There are seven articles from

View column in Vogue magazine used as the data. Two problems are appeared to analyze the data. The first problem is to discover and identify lexical features and syntactic features that are used in the View column in Vogue magazine. For the lexical features, this study found that the articles use 126 proper nouns, 86 fashion terms, and 18 metaphors. For the syntactic features, this study found that the articles use 15 simple sentences and 76 complex sentences.

The second problem is to discover how lexical features and syntactic features on the View column in Vogue magazine are exploited for persuasive purposes. This study uses the theory of persuasive language strategies by Borchers.

According to him, there are five types of persuasive language strategies: language

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intensity, powerful language, language and imagery, rhetorical figures, and metaphor.

After analyzing the data, this study found that language intensity in the article can be seen through the use of proper noun. There are 126 proper nouns that are used in the article. For the proper nouns, the mostly used are specific person with 30 appearances, brand name with 29 appearances, and specific place with 29 appearances. Through the mostly proper nouns found in the articles, the producers want the readers to pay attention more to the designer, products’ name, and the places where the products are made. The text producer gives information about the designer and the location to strengthen the product and make it credible so that the readers are interested with the products.

Moreover, powerful language can be seen through the use of fashion terms.

Fashion terms that are used in the articles explain fashion in a shorter way but they do not change the meaning. It is powerful enough to convey its purpose which is to strengthen the articles. Besides powerful language, language and imagery also can be found through complex sentences that describe the products and show the testimony from the people in charge. The clauses in a complex sentence will give the dominance images to the readers and help the readers to picture themselves as a part of the thing being described. The next is rhetorical figures. These aspects do not play significant roles in the articles. The last is metaphor. The articles use metaphor to describe the products without directly gives a compliment to the product itself, so that it gives the positive feeling to the reader. A metaphor upset readers’ expectation of a boring and literal connection between ideas. It also leads

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to a more vivid image and emotional response. Therefore, it can be concluded that the lexical and syntactic features in the articles contain persuasive strategies that make the readers interests with the products.

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BIBLIOGRAPHY

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Wibowo, Yoshua Setyo Nugroho. "Linguistic Features in Football Magazine: A Stylistic Analysis on the Club Focus Column in "World Soccer" Magazine". Undergraduate Thesis. Yogyakarta: Department of English Letters, Sanata Dharma University, 2013. "Newsstand: 1925: Vogue [America].” accessed on March 10, 2016. "The Evolution of Vogue Magazine (Fall 2012)." accessed on March 10, 2016. "Vogue American magazine." accessed on January 14, 2016. "Vogue (magazine)." accessed on January 14, 2016. "Vogue, New York, New Yoker big winners at US National Magazine Awards." accessed on January 14, 2016.

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APPENDICES

Appendix 1: Article Army Candy

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Appendix 2: Article Jewel Chief

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Appendix 3: Article Natural Instinct

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Appendix 4: Article Giving Shade

Appendix 5: Article Seaslide

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Appendix 6: Article Crown Jewels

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Appendix 7: Article Room to Shine