Persuasive Discourse in Language Style in You C 1000 Advertisements
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PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN YOU C 1000 ADVERTISEMENTS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Yosua Adi Wicaksana Student Number: 111214176 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2016 PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI PERSUASIVE DISCOURSE IN LANGUAGE STYLE IN YOU C 1000 ADVERTISEMENTS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Yosua Adi Wicaksana Student Number: 111214176 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2016 i PLAGIATPLAGIAT MERUPAKANMERUPAKAN TINDAKANTINDAKAN TIDAKTIDAK TERPUJITERPUJI PLAGIATPLAGIAT MERUPAKANMERUPAKAN TINDAKANTINDAKAN TIDAKTIDAK TERPUJITERPUJI PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI When the obstacles come, don’t forget to smile! Keep on Fighting!! iv PLAGIATPLAGIAT MERUPAKANMERUPAKAN TINDAKANTINDAKAN TIDAKTIDAK TERPUJITERPUJI PLAGIATPLAGIAT MERUPAKANMERUPAKAN TINDAKANTINDAKAN TIDAKTIDAK TERPUJITERPUJI PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI ABSTRACT Wicaksana, Yosua Adi (2016). Persuasive Discourse in Language Style in You C 1000 Advertisements. Yogyakarta: Sanata Dharma University Advertisements are one of persuasive discourses that are extensively used in our daily lives. Those are found in magazines, newspapers, leaflets, billboards, televisions, and radios, offering various products, services, or ideas. As a branch of stylistics, advertisements have two characteristics which differentiate them from other discourses, such as the typical linguistic features and the persuasion techniques. This research studied two research problems. The first was to classify and analyze the linguistic features which were used in advertisements. The second one was to identify the persuasion techniques used by the copywriter to advertise the products in advertisements. This research used content analysis and was categorized as a qualitative research. To answer the first research problem, the researcher used theory which was proposed by Grey (2008) to categorize the words or the sentences into some linguistic features of advertising language. The second research problem was answered by classifying the persuasion techniques proposed by Kleppner (1986). Based on the data, the researcher found that the copywriter did not use all of the linguistic features to advertise the You C 1000 product. The simplicity which was made in those advertisements was clearly understood based on the persuasion techniques which were used. Furthermore, this research could be used as an authentic example of teaching and learning English advertisement and gave more information about the use of linguistic features and persuasion techniques in advertisements. Keywords: advertisements, You C 1000, linguistic features, persuasion techniques vii PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI ABSTRAK Wicaksana, Yosua Adi (2016). Persuasive Discourse in Language Style in You C 1000 Advertisements. Yogyakarta: Universitas Sanata Dharma Iklan merupakan salah satu dari wacana persuasi yang digunakan secara luas di dalam kehidupan sehari-hari. Iklan banyak ditemukan dalam majalah, koran, leaflet, papan iklan, televisi, bahkan radio, serta menawarkan bermacam- macam produk, jasa, atau ide. Sebagai salah satu dari variasi bahasa, iklan mempunyai dua ciri yang membedakannya dari wacana lain, yaitu tipe aspek linguistik dan teknik persuasi. Penelitian ini mempelajari tentang dua permasalahan penelitian. Yang pertama adalah untuk mengklasifikasikan dan menganalisa aspek-aspek linguistik yang digunakan dalam iklan. Yang kedua adalah untuk mengidentifikasi teknik- teknik persuasi yang digunakan oleh penulis naskah iklan untuk mengiklankan produk –produk iklan. Penelitian ini menggunakan analisis isi dan termasuk dalam kategori penelitian kualitatif. Untuk menjawab permasalahan yang pertama, peneliti menggunakan teori yang diusung oleh Grey (2008) untuk mengategorikan kata- kata atau kalimat-kalimat ke dalam aspek linguistik bahasa iklan. Permasalahan yang kedua dijawab dengan mengklasifikasikan teknik persuasi yang diusung oleh Kleppner (1986). Berdasar pada data yang didapat, peneliti menemukan bahwa penulis naskah iklan tidak menggunakan semua aspek linguistik untuk mengiklankan produk You C 1000. Tujuan iklan yang dibuat dimengerti dengan jelas berdasarkan teknik persuasi yang digunakan. Selanjutnya, penelitian ini dapat digunakan sebagai bukti nyata dari kegiatan belajar mengajar tentang materi- materi bahasa iklan, dan memberi informasi tentang penggunaan aspek linguistik dan teknik persuasi pada iklan. Kata kunci: advertisements, You C 1000, linguistic features, persuasion techniques viii PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI ACKNOWLEDGEMENTS It has been a long-winded journey I went through to finish my thesis. Fortunately, there were many people who walked beside me to strengthen and encourage me in facing every single obstacle during the process of finishing this thesis as one of the steps I had to take. I would like to sincerely express my gratitude to those kind-hearted people. First of all, I thank the Almighty Jesus Christ for His never ending blessing to me so finally I can reach the edge of my years in the ELESP of Sanata Dharma University by finishing this thesis. I would have never done it vigorously without His grace. Profound appreciation is addressed to my thesis advisor, F.X. Ouda Teda Ena, S.Pd., M.Pd., Ed.D., for being very patient in guiding me. I thank him for spending his valuable time to critically read my writing and to give comments to improve my thesis. Besides my advisor, I would like to thank Miss Yuseva Ariyani Iswandari, S.Pd., M.Ed., my academic advisor, who has always supported and motivated me with her teasing. My sincere gratitude also goes to all ELESP batch 2011 mates, especially Cabbage Hair Crew, Opek, Kimcil, Gembel, Gege, Hanung, Alex, Yoga, Malik, and Eka for having the same struggle, sharing with each other, and for our dynamic togetherness. Special thanks go to my family. Words cannot express how grateful I am for my father, Bartholomeus Budi Windarto and my mother, Purwati Rahayu ix PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI Vinsensia for all of the sacrifices that they have made on my behalf. I thank my elder sister and her husband Mbak Tia and Mas Fanny, my younger sister, Teti, my grandmother, Emak, and also my special girlfriend, Ega. Their prayers for me were what sustained me thus far. Finally, I give indebtedness to everyone I could not mention here for their support, prayers, and help throughout the entire process. Nothing can express my gratitude. God counts them among His belongings. Yosua Adi Wicaksana x PLAGIATPLAGIAT MERUPAKAN MERUPAKAN TINDAKAN TINDAKAN TIDAK TIDAK TERPUJI TERPUJI TABLE OF CONTENTS Page TITLE PAGE…..………………………...………………………………………i APPROVAL PAGES….………………………………………………………...ii MOTIVATIONAL PAGE…..…………………………………………………..iv STATEMENT OF WORK’S ORIGINALITY ................................................... v LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI . .......................... vi ABSTRACT ......................................................................................................... vii ABSTRAK ............................................................................................................ viii ACKNOWLEDGEMENTS ................................................................................. ix TABLE OF CONTENTS ..................................................................................... xi LIST OF TABLES ............................................................................................. xiii LIST OF FIGURES ........................................................................................... xiv LIST OF APPENDICES .................................................................................... xv CHAPTER I INTRODUCTION .......................................................................... 1 A. Research Background ................................................................................... 1 B. Research Problems ....................................................................................... 4 C. Problem Limitation ....................................................................................... 4 D. Research Objectives ..................................................................................... 5 E. Research Benefits ......................................................................................... 5 F. Definition of Terms ...................................................................................... 6 CHAPTER II REVIEW OF RELATED LITERATURE ................................. 8 A. Theoretical Description ................................................................................ 8 B. Theoretical Frameworks ............................................................................. 20 xi PLAGIATPLAGIAT