THE USE OF RHETORICAL FIGURES
SEEN IN APPLE ADVERTISEMENT WEBSITE
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements
to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Vedo Dian Imanda
Student Number: 131214031
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM
DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2018
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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THE USE OF RHETORICAL FIGURES SEEN IN
APPLE ADVERTISEMENT WEBSITE
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements
to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Vedo Dian Imanda
Student Number: 131214031
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM
DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2018
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DEDICATION PAGE
I dedicate this undergraduate thesis to:
Allah SWT
Herman
Yuli Purwaningsih
Yan Fernanda
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STATEMENT OF WORK’S ORIGINALITY
I honestly declare that this thesis, which I have written, does not contain the work
or parts of the work of other people, except those cited in the quotations and the
references, as a scientific paper should.
Yogyakarta, April 12th
, 2018
The Writer
Vedo Dian Imanda
131214031
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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 : Vedo Dian Imanda
Nomer Mahasiswa : 131214031
Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan
Universitas Sanata Dharma karya ilmiah saya yang berjudul:
THE USE OF RHETORICAL FIGURES
SEEN IN APPLE ADVERTISEMENT WEBSITE
beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan
kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan,
mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan
data, mendistribusikan secara terbatas, dan mempublikasikannya di Internet atau
media lain untuk kepentingan akademis tanpa perlu meminta ijin dari saya
maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya
sebagai penulis.
Demikian pernyataan ini yang saya buat dengan sebenarnya.
Dibuat di Yogyakarta
Pada tanggal: 12 April 2018
Yang menyatakan
Vedo Dian Imanda
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ABSTRACT
Imanda, Vedo Dian (2018). The Use of Rhetorical Figures Seen in Apple
Advertisement Website. Yogyakarta: English Language Education Study Program.
Department of Language and Arts Education, Faculty of Teachers Training and
Education, Sanata Dharma University.
Advertising becomes part of the communicative language that exists in
daily life. In this era, advertising can be found anywhere, thus reading an
advertisement is inevitable. Advertisements are developed into a media that can
be reached by anyone, anywhere, and anytime. One of the media is called an
advertisement website.
Since the nature of advertisement is to persuade people, the language of
advertisements employ some rhetorical figures to attract and persuade the
audiences. Rhetorical figures are defined as a language technique which induces
action and contributing satisfaction. The expected result that the advertisement
can influence and persuade people to buy the products.
This study aims to solve two formulated problems. The first problem was
to identify types of rhetorical figures were used in Apple website advertising. The
second problem was aimed to find out the reasons for using rhetorical figures in
Apple website advertising.
The results showed that there were 10 types of rhetorical figures used in
Apple website advertisements from the various website pages. Those rhetorical
figures are repetition, enumeration, synonymy, polysemy, wordplay, hyperbole,
metaphor, periphrasis, personification, and simile based on Corbett (1990)
classifications. Furthermore, four reasons were found for using those rhetorical
figures in the advertisement. The reasons were giving persuasive quality, gaining
the attention, leading to greater memorability and recall, and easing the message
process, according to Tom & Eves (1999).
Keywords: Advertisement, Apple Website, Rhetorical figures
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ABSTRAK
Imanda, Vedo Dian (2018). The Use of Rhetorical Figures Seen in Apple
Advertisement Website. Yogyakarta: Program Studi Pendidikan Bahasa Inggris,
Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan,
Universitas Sanata Dharma.
Iklan menjadi salah satu bahasa yang sudah diakui dalam kehidupan
sehari-hari. Dijaman sekarang, iklan dapat ditemukan dimana-mana, sehingga
membaca iklan menjadi tak terelakkan. Iklan telah dikembangkan menjadi media
yang dapat ditemukan oleh siapapun, dimanapun, dan kapanpun. Salah satu media
tersebut bernama laman iklan.
Dasar dari iklan adalah untuk membujuk masyarakat, maka bahasa dalam
periklanan menggunakan bahasa kiasan untuk menarik dan membujuk
masyarakat. Bahasa kiasan dalam iklan dideskripsikan sebagai tehnik yang
membujuk tindakan dan merujuk ke kepuasan. Hasil yang diinginkan berupa iklan
yang dapat mempengaruhi dan mengajak orang-orang untuk membeli produk.
Penelitian ini bertujuan untuk memecahkan dua pokok permasalahan.
Permasalahan pertama adalah untuk mengidentifikasi jenis bahasa yang
mengesankan yang digunakan dalam laman periklanan Apple. Permasalahan yang
kedua bertujuan untuk mengetahui alasan dibalik penggunaaan bahasa yang
mengesankan dalam laman periklanan Apple.
Hasil menunjukkan ada 10 tipe bahasa pengesanan yang digunakan dalam
laman periklanan Apple dari laman-laman yang ada. Bahasa pengesanan tersebut
adalah pengulangan, penyebutan kata satu-persatu, persaman kata, polysemy,
permainan kata, penghebat, kiasan, periphrasis, penjelmaan, dan tamsil
berdasarkan pengelompokan oleh Corbett (1990). Terlebih, empat alasan telah
ditemukan dalam penggunaan bahasa pengesanan dalam periklanan. Alasan
tersebut adalah memberikan kualitas ajakan, mendapatkan perhatian,
mengembangkan daya ingat yang lebih besar, dan memudahkan proses daya ingat
menurut Tom & Eves (1999).
Keywords: Advertisement, Apple Website, Rhetorical figure
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ACKNOWLEDGEMENTS
First of all, I would like to say my big gratitude to Allah SWT, who gives
me a good life, health, wonderful family, and good friend so I can finish my
study. Allah gives me strength when I feel down and inspirations when I am
feeling blank. Because of Allah I can struggle and finish my thesis.
I would never forget to mention my wonderful advisor Yuseva Ariyani
Iswandari S.Pd., M.Ed. for her time and support along the year when I was
writing my thesis. She always reminds me and supports me whatever the
condition is. She is an inspiration to me and always the best lecturer I have ever
met. All of her dedications are real to me. May God always bless her.
Moreover, my gratefulness is addressed to my parents; my dad Herman
and my mom Yuli Purwaningsih for always giving me motivations, love, and a
place called home. Their efforts are really precious to me. Without them, I would
never become a good person or even finish this thesis.
I would also give my biggest thanks to my friends who always
accompanied me along the journey to finish this thesis; Ranti Kartika who gave
me big supports and time in writing this thesis, Kristiyanto who gave me a lot of
help and suggestions, Gustav Viko Radityatama who gave me the inspiration to
start my topic, Dionisia Stella who were willing to proof the grammar in finishing
my thesis.
.
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The last but not least, I thank all of Puguh Kris Club, Lorcin Squad, and
Maraville Crew who become the second family to me. Their love and supports are
amazing. Thank you for the willingness to become the slice of my life.
Vedo Dian Imanda
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TABLE OF CONTENTS
Page
TITLE ...................................................................................................................... i
APPROVAL PAGE ............................................................................................... ii
DEDICATION PAGE ........................................................................................... iv
STATEMENT OF WORK‟S ORIGINALITY ...................................................... v
LEMBAR PERNYATAAN PERSETUJUAN .......................................................... vi
ABSTRACT ......................................................................................................... vii
ABSTRAK ............................................................................................................viii
ACKNOWLEDGEMENTS .................................................................................. ix
TABLE OF CONTENTS ...................................................................................... xi
CHAPTER I: INTRODUCTION ........................................................................... 1
1.1 Research Background....................................................................................... 1
1.2 Research Questions .......................................................................................... 3
1.3 Research Significances..................................................................................... 4
1.3.1 The English Learners .................................................................................... 4
1.3.2 The Lecturers ................................................................................................ 4
1.3.3 Future Researchers ........................................................................................ 4
1.3.4 The English Language Education Study Program Department .................... 5
1.4 The Definition of Terms .................................................................................. 5
1.4.1 Rhetorical Figures ......................................................................................... 5
1.4.2 Apple Website ............................................................................................... 6
1.4.3 Website Advertisement Media ...................................................................... 6
CHAPTER II: REVIEW OF RELATED LITERATURE ..................................... 8
2.1. Theoretical description .................................................................................... 8
2.1.1 Advertisements .............................................................................................. 8
2.1.2 Social Media as Advertisement Media ......................................................... 9
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2.1.2.1 Measurement and Accountability .............................................................. 9
2.1.2.2 Consumer Reach ...................................................................................... 10
2.1.3 Rhetorical Figures in Advertisement .......................................................... 10
2.1.3.1 Schemes ................................................................................................... 11
2.1.3.2 Trope ........................................................................................................ 15
2.2 Reasons for Using Rhetorical Figures in Advertisements ............................. 19
2.2.1 Giving Persuasive Quality .......................................................................... 20
2.2.2 Gaining Attention ........................................................................................ 21
2.2.3 Easing Message Process .............................................................................. 22
2.2.4 Leading to Grater Memorability and Recall ............................................... 22
2.3 Theoretical Framework .................................................................................. 23
CHAPTER III: RESEARCH METHODOLOGY ............................................... 25
3.1 Research Method ............................................................................................ 25
3.2 Research Setting ............................................................................................. 26
3.3 Data Source .................................................................................................... 26
3.4 Research Instruments ..................................................................................... 27
3.4.1 Human Instrument ....................................................................................... 27
3.4.2 Documents ................................................................................................... 27
3.5 Data Gathering Techniques ............................................................................ 28
3.6 Data Analysis Technique ............................................................................... 29
CHAPTER IV: RESEARCH RESULTS AND DISCUSSION ........................... 31
4.1 Types of Rhetorical Figures in Apple Website Advertisements .................... 31
4.1.1 Repetition .................................................................................................... 32
4.1.2 Enumeration ................................................................................................ 34
4.1.3 Synonymy .................................................................................................... 36
4.1.4 Polysemy ..................................................................................................... 38
4.1.5 Wordplay ..................................................................................................... 39
4.1.6 Hyperbole .................................................................................................... 40
4.1.7 Metaphor ..................................................................................................... 41
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4.1.8 Periphrasis ................................................................................................... 43
4.1.9 Personification ............................................................................................. 44
4.1.10 Simile ........................................................................................................ 45
4.2 Reasons for Using Rhetorical Figures in Apple Website Advertising ........... 46
4.2.1 Giving Persuasive Quality ........................................................................... 46
4.2.2 Gaining Attention ........................................................................................ 47
4.2.3 Easing Message Process .............................................................................. 48
4.2.4 Leading to Greater Memorability and Recall .............................................. 49
CHAPTER V: CONCLUSIONS AND RECOMMENDATIONS ...................... 51
5.1 Conclusions .................................................................................................... 51
5.2 Implications .................................................................................................... 52
5.3 Recommendations .......................................................................................... 53
5.3.1 Advertisers .................................................................................................. 53
5.3.2 Future Researchers ...................................................................................... 53
REFERENCES ..................................................................................................... 54
APPENDICES ..................................................................................................... 56
Appendix 1. The Table of Rhetorical Figures in Apple Advertisement Website 57
LIST OF APPENDICES
Appendix 1 Table of Rhetorical Figures .................................................. 57
Appendix 2 Samples of Apple‟s Advertisement Website ......................... 67
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CHAPTER I
INTRODUCTION
This chapter discusses the nature and the content of the proposed research.
This section encompasses four parts, namely research background, research
questions, research significance, and definitions of terms.
1.1 Research Background
Advertising becomes part of the communicative language that exists in
daily life. For many purposes in daily communication, the writer or speaker
chooses words, as well as syntactic expressions and figurative language
(Fomukong, 2016, p. 117). Syntactic expressions and figurative language have
some purposes to make gimmick words of advertisements so it would make the
advertisement become appealing and contain strong message behind the words.
Therefore, advertisement becomes one of the discourse types, which people
consume every day. Through persuasiveness, that advertising becomes a powerful
way for individuals or companies to look for stimulating and affecting either
actions or attitude of other people. It is stated by Cook in his journal that
advertisement might also amuse, inform, misinform, worry, and warn people
(Cook 1992, p. 5). To get the power of persuasiveness, the advertisement is
evolving to become more attractive, in which it provides favorable images and
words of the company or its products. Janoschka (2004) explains that
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advertisements should create a positive effect on profit figures as well as a good
influence or change the audience‟s attitude with attractive language.
The language of advertising has the power to influence social life.
Therefore, making some of it is not easy since the writer is expected to think
creatively and extraordinary. Fomukong (2016) explains that in order to promote
the product, the advertiser has to think about some techniques that can catch
people desires, be an attractive, and unusual as well, which has known as
rhetorical figures. Rhetorical figures are known as a language technique which
induces action and contributing towards satisfaction (p. 118). The expected result
is that the advertisement can influence and persuade people to buy the company‟s
products.
In persuading the readers, rhetorical figures have a necessary impact such
in different perspectives. There are two categories of rhetorical figures called
scheme and trope (Leech, 1969). Trope and scheme are figure speech with have
an unexpected twist in the meaning of words that create deviation on the semantic
level of discourse (Leech, 1969). The deviation allows enhancing the product‟s
quality with decorative words on it. For instance, the use of figurative languages
in Apple website product, “Life is easier on iPhone.” where the advertiser shows
a sophisticated gadget to help the reader‟s life. The other one is called tropes
which according to Mulholland (1994), has a meaning as figures of speech that
are selective in words and ideas that cause an unexpected twist in the meaning.
For instance, the words “A big step for small.” show many twists in the meaning,
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which creates unique perspectives. This kind of discourse emphasizes reader‟s
perspective that influences the reader capability to understand the products.
The researcher is interested in studying the website as the media
advertising because it is one of the most popular ways as a promotion media.
Meanwhile, the website is limitless and able to build a social environment among
million people around the world without limited by time (Tuten, 2008). The
website may provide some pictures and words as the writers desire to persuade the
reader about how good their products are. In another meaning, it contains
rhetorical figures that can be studied by the researcher. Besides, the postings can
engage other social media users such as Facebook and Twitter. Moreover, the
significance of rhetorical figures in education might help students in making a
good advertisement for academic purposes through media. Furthermore, it might
also help students to learn creatively related to linguistics.
1.2 Research Questions
Considering the explanations above, the researcher has formulated two
research questions as follows:
1. Which schemes and tropes of rhetorical figures are used in Apple
advertisement website?
2. What are the reasons for using rhetorical figures in Apple
advertisement website?
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1.3 Research Significances
By conducting this research, the researcher expects beneficial results for
English Language Education Study Program Sanata Dharma University. Students,
lecturers, and future researchers are able to comprehend and explore the study of
linguistic discourse in an advertisement. The researcher hopes that learning about
the use of rhetorical figures will help students to understand more about applied
linguistic in advertising.
1.3.1 The English Learners
The researcher expects the research will contribute new or further
understanding of rhetorical figures used in sentences, clauses, or phrases.
Furthermore, the researcher expects the students become more aware of the words
of advertising, which have more one meaning and function like rhetorical figures.
1.3.2 The Lecturers
The researcher believes that this study will help English Department
lecturers in Sanata Dharma to implement specific aspects of adjectives for their
explanation to students, who are taking some subjects related to advertisements.
The English Language Education Study Program in Sanata Dharma has some
subjects related to the discussion of advertising skills, for example, Mass Media
Communication. Moreover, the researcher hopes that it may help the study
program to make better advertisement whenever an international event is held.
1.3.3 Future Researchers
The researcher expects that the results can be used as an additional
academic reference to conduct other studies dealing with specific terms of
advertisements and the language used. The future researchers may compare the
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findings of this research to their future study to renew the idea using adjectives on
advertisements.
1.3.4 The English Language Education Study Program Department
The findings of the research will enrich the knowledge of English teaching-
learning process in English Department. The result of the research will be useful
for finding problems and evaluating problems, and also implementing planning
and actions related to the process of English teaching and learning.
1.4 The Definition of Terms
In order to clarify concepts and avoid misunderstanding, the researcher
defines keywords or phrases used in this study, namely rhetorical figures, apple
website, and social media advertising.
1.4.1 Rhetorical Figures
Rhetorical figures are defined as artful languages which are designed to
get reader attention. Corbett (1990) explains the purpose of rhetorical figures is to
make strange words become familiar and unforgettable to the reader. Rhetorical
figures are divided into two major figure of speech categories, naming scheme and
trope of rhetorical figures. The scheme is defined as figures of speech that deals
deviation of words arrangements. Moreover, the trope is defined as figures of
speech with an unexpected twist in the meaning. The insertion of both scheme and
trope are intentionally making the words of advertisement become catchy and
inevitable to read.
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1.4.2 Apple Website
Apple computer was consistently rated the number 1 and considered the
world‟s best company by many magazines (Doughtery, 2011). The researcher sees
that Apple‟s Website, which can be found at www.apple.com is very suitable as a
good example where the adjective becomes the main role of the advertising
language. The other thing is that Apple‟s product considered as products that very
valuable. This is because the Apple‟s company states for themselves that their
products are extraordinary. The reason is that Apple Company can deliver an
unusual message to their customers with a magnificent advertising technique, so
people will think that their product is different. Combined with positive words,
Apple‟s website becomes a magnificent advertisement to surf. According to
Geoffrey Leech, most frequent and important type of the advertising is
„commercial consumer advertising‟ (Leech 1972), which means it is directed
toward a mass audience. Moreover, the other is „prestige advertising‟, here the
name and the positive image of the company are advertised rather than a product
or service, as well as what Apple computer has done on their main website
advertisements combining both of two concepts to add more value to their own
product.
1.4.3 Website Advertisement Media
The growing popularity of website media has brought influences in the
way advertisers promote their goods and services. The idea is designed to help
people or companies establish a social presence and inform others about their
products and services (Kennedy, 2016). In this modern era, consumers spend a lot
of time surfing the internet through virtual media. Among various virtual media,
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the website becomes a popular choice, which supports opportunities between
consumers and companies.
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CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter is intended to review the theories and concepts supporting this
study to achieve the aims of this research. Moreover, this section presents two
main parts, namely the theoretical description and theoretical framework. The
theoretical description presents theories, which are relevant to research. The
theoretical framework presents the main theories used to answer the research
questions.
2.1 Theoretical description
This section discusses two major theories related to advertisements and
rhetorical figures inside advertisement language. The researcher provides the
definition of advertisement, social media as advertisement media, and rhetorical
figures in the advertisement. Moreover, the theories of rhetorical Figures discuss
types of rhetorical figures and the reasons for using them in advertisements.
2.1.1 Advertisements
According to Goddard (1998), an advertisement as a text has a purpose to
gain readers attention, however, Goddard notes that not all part of the texts attracts
reader attention. To be attractive, there are some criteria that advertisement should
obtain. One of the most important characteristics is gaining public attraction that
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will raise the company‟s profit. Goddard (1998) also adds the profit is not only in
a form of money or materials but also in “enhancement of status or images” (p. 7).
Goddard (1998) describes that the purpose of advertising is not only for the
commercial branded product, but also the enhancement of the image of an
individual, group, and organization. Advertisement becomes parts of people ideas;
how people see the world; who or what is important and why. Advertisement as
systematical language is explained where readers have momentary “conversation”
with the advertiser, as a form of communication, aiming to persuade, giving
benefit to the company, and addressed to many people (Goddard, 1998).
2.1.2 Social Media as Advertisement Media
The technology era has been developing and many advertisers started to use
online media to promote the company products. The website is one of the many
available choices where people now live in a digital era which internet become the
daily needs. Kennedy (2016) explains digital media are designed to help people
and companies establish a social presence and inform others about their products
and services lively. Social virtual environment or known as social media is
preferable for most companies to promote their brand and products. Tuten (2008)
adds, there are two reasons for using social media as digital media.
2.1.2.1 Measurement and Accountability
The usage of the statistic in consumer‟s responses are measurable. According
to Tuten (2008), in the early use of online advertising, it offered limited metrics
such as page viewers and click-through banner ads. Now everything is developed,
even people can monitor the length of time do visitor spend at a website, the
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specific pages that reader views, where the mouse moves, the number of videos
played, purchase conversion, and more. Website advertising is an easier way to
know what the readers are most attracted to and the possibility of accounting for
advertising effectiveness.
2.1.2.2 Consumer Reach
Looking at the internet activities, it becomes an inevitable interest for the
consumers to spend with (Tuten, 2008). Advertisers see how internet user‟s
behavior as an opportunity to drive online advertising whenever the users are
surfing the internet. The advertisement can be embedded related advertisements
products on the display while they are surfing to related topics. This method gives
benefit to see whether the internet users is wanted or not wanted to visit the main
website. Furthermore, Tuten (2008) adds that technology-driven of social media
supports the engagement of opportunities between the advertisers and consumers.
The opportunities created by technological advances to make closer interaction
from a live conversation which company provided. This will help the consumer to
experience live trading virtually without limited by the distance.
2.1.3 Rhetorical Figures in Advertisement
The advertiser has used rhetorical figures in the advertisement since
advertisements should be unique, attractive, and persuasive. According to
Mullholland (1994), rhetorical developed using sociological, psychological, and
language studies to enhance the rhetorical enterprise; the idea is creating an
atmosphere of good communication about the product. Therefore to accomplish
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the purpose, the advertiser uses the artful deviation that is arousing desire,
inducing action, and contributing towards satisfaction. (Fomukong, 2016, p.118).
There are two classification figures to promote the product using rhetorical
figures. According to Mullholand (1994), the main classifications are grammatical
arrangements which called schemes and selection of words and ideas which called
tropes. Each of classifications has a different strategy that will be explained
further.
2.1.3.1 Schemes
Mulholland (1994) and Corbett (1990) define scheme as figures of speech
that deals deviation of word arrangements. They can be found at any linguistics
elements such as syntax in written advertisement and even sound in the spoken
advertisement. Schemes itself can be divided into three figures, namely repetition,
omission, and composition (As cited in Vaičenoninė, 2006).
2.1.3.1.1 Repetition
According to Vaičenoninė (2006), figures of repetition are defined as figures
that reoccurring a substance in advertisement more than one more times.
Therefore it can create a high emotional value and easily flash upon readers‟
mind. Fahnestock (2011) explains that it happens because of the figure intensifies
words, in order to lead a greater memorability (pp. 52-53). Thus, the idea is using
the ability to intensify the words which stimuli reader‟s attention to the product.
Hawkins and Mothersbaugh (2013) added that the reader‟s ability to memorize
advertisements words are very low, therefore the advertisers often repeat the
messages to build sufficiently elaborate memories to facilitate retrieval. However,
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12
the intensifications are not always effective, since it can bore the readers in the
certain intensity of exposure.
Vaičenoninė divides repetition figures into three kinds of figure, namely:
repetition of sounds, syllables, and keywords; enumeration; and synonymy.
Repetition of sounds, syllables, and keywords creates the aesthetic effect that
stimuli emotional appeal and it can “underlined” the content.
Example [1]: Makes a splash. Take a splash. (Repetition of the keyword)
[2]: Live photos. Livelier than ever (Repetition of sound and
syllable)
2.1.3.1.1.1 Enumeration and Synonymy
Enumeration is a repetition by summarizing the positive or negative values
to create the illusion of quality and superiority. Meanwhile, repetition figures in
synonymy are a positive or evaluative description to create the illusion of quality,
prestige, and superiority. The distinctive feature between enumeration and
synonymy in repetition is either comparing positive-negative or adding prestige
meaning inside the words.
Example [3]: A big step for small. A twist of measurement (enumeration)
[4]: Vega1 graphics. The beast behind the beauty
1. Retina
2 5k
display. Hold on to your pixels2. The vega name is taken from a
star which big and brightest also beautiful. Meanwhile, retina
considered eyes that hold more pixels. (Synonymy)
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2.1.3.1.2 Omission
Koženiauskienė describes omission as the figures that affect the species
composition of words, phrases or sentences in groups, and interchangeability or
similar distribution in phrases (as cited in Vaičenoninė, 2006). The omission of
words and phrases attract people‟s attention due to the uniqueness of uses in
omitting words and phrases (Sengupta & Gorn, 2002). This kind of figures has
distinctive features to make the words become easier to remember when the
addressee read the words.
2.1.3.1.2.1 Ellipsis
According to Goddard (as cited in Vaičenoninė, 2006), there is a subpart of
omissions namely ellipsis. Goddard explains that ellipsis is the omission from
speech or writing of a word or words that able to be understood from contextual
clues. He adds that ellipsis can create the sense of informality in advertisements.
The idea of ellipsis is to shorten the text and make it easier to understand by the
addressee. Moreover, the ellipsis can cause the formation of the text or texts
become informal which has a role to make the text become more personal and
considered as direct communication to the reader. This is strengthened by Sigband
and Bell (1986) theory, the informality to the consumers can create remarkably
degree on interpersonal chemistry and warmth as the key to trust.
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2.1.3.1.2.2 Preterition
Preterition is a figure which involves incomplete sentence with dots at the
ending in order to create an intrigue and arouse the imagination. The readers are
involved in texts creation have to fill in the missing parts of the sentence to find
the meaning of the lexis (Goddard, 1998).
Example [5]: Darwin may have the theory… But we have got the keys.
2.1.3.1.3 Composition
The dominant function of figures composition is to engage the emotion
and create an aesthetic feeling which contributes to the memorability of the
advertisement message to the reader. Korčák (2012) states that figures of a
composition are suitable for advertisement because it contains witty and
memorable words. The strong composition is frequently used to touch addressee
attention as well as maintain their interest. The rhetorical figures of composition
basically divided into two parts, namely polysemy and homophony, and wordplay
(Goddard, 2002).
2.1.3.1.3.1 Polysemy and Homophony
Polysemy is a comic play on words which have more than one meaning.
The other one is homophony, defined as two words with different meaning which
has the same the same sound (Goddard, 2003).
Example [6]: Absolut vodka. Absolut attraction. (Polysemy)
[7]: It’s better to shower with this mousse… (i.e. moose and
mousse are homophonous words) (Homophony)
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2.1.3.1.3.2 Wordplay
The word wordplay has a meaning as a composition that resulting of
rhyming words. Since the repetition of syllables and words are rhyming, they are
categorized as wordplay as well.
Example [8]: I’d murder a burger. Refreshingly honest.
2.1.3.2 Trope
Trope has a big role in making an essential message in advertising words.
The role itself is to make more than one messages according to addressee
perspectives. Corbett (1990) defines trope as a figure of speech with an
unexpected twist in the meaning of the word used. Also, Leech (1969) adds the
use of tropes is to create the deviation on the semantic level deliberately. The
trope is broken down into 12 types as follows.
2.1.3.2.1 Metaphor and Simile
Metaphor and simile have a similarity which is comparing one word to
another. The metaphor is defined as an implied comparison between two, unlike
nature that has something in common. While a simile is described as an explicit
comparison between two things of unlike nature that yet have something in
common. The words in metaphor comparison without using words “like” or “as”;
meanwhile in the simile is using either “like” or “as” (Corbett, 1990,p. 438).
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Example [9]: He has a heart of stone
The written bold words indicate that the person is stubborn
(metaphor)
[10]: He is like a wicked sick.
The word like gives an explanation that the person is cruel
2.1.3.2.2 Irony
The irony is included as message carrier to express emotions towards
readers. This device is a powerful way of making a comment about situation and
manipulating reader‟s emotions (Leech, 1969). Irony defined as a statement made
as the opposite of the literal meaning (Corbett, 1990). Therefore, this deviation
may be used to attract the reader‟s mind.
Example [11]: Home Alone We know Kevin is home alone but the thieves
do not!
When the audience or reader knows more about the story than the
characters do.
2.1.3.2.3 Hyperbole
This feature allows the sentence become sound better and more exciting
due to the process of exaggerating the words. It is because the main purpose of
hyperbole itself which should produce a right and memorable note of emphasis
(Leech, 1969). The effect of hyperbole deals with readers‟ personal value and
sentiments (Leech, 1996). Thus, the company may use hyperbole to emphasize the
messages.
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Example [12]: The most powerful 4-inch.
It indicates the most powerful thing shaped in 4-inch,
2.1.3.2.4 Onomatopoeia
It is described as the use of words which sound echoes a sense (Corbett,
1990). Onomatopoeia imitates the natural sound of things which the sound effect
mimics the thing described. The function of this figure is to help the reader and
also set emotional or ethical tone of the text when they read. (Corbett, 1990).
Example [9]: Strong gongs groaning as the guns boom far (G.K.
Chesterton, Lepanto)
2.1.3.2.5 Litotes
Litotes is an ironic understatement in which an affirmative is expressed by
the negative of its contrary. Usually, litotes is used to show a positive meaning
while using negative statement. In advertising, litotes occasionally use to
deliberate use of understatement not to deceive the value but to enhance the
impressiveness of what is stated (Corbett, 1990).
Example [13]: You won’t be sorry. Has a meaning as you’ll be glad.
2.1.3.2.6 Oxymoron
Oxymoron is a figure of speech which combines two contradictories in a
phrase, clause, and sentence. (Corbett, 1990). By combining those contradictory
sentences to produce a startling effect.
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Example [14]: Still waking sleep, that is not what is! (William Shakespeare,
Romeo, and Juliet).
2.1.3.2.7 Rhetorical Question
Rhetorical Question is a pattern of words which function is to ask but not
to require an answer (Corbett, 1990). The purpose of this figure is to deny or
assert something obliquely. This figurative device has a strong influence on the
audience (Corbett, 1990, p. 445). Therefore this figure is a good persuasive
method to attract reader‟s attention.
Example [15]: How did this idiot get elected? (Corbett, 1990)
2.1.3.2.8 Periphrasis
According to Corbett (1990), periphrasis is a substitution of a descriptive
word or phrase for proper names for the quality of the associated product. The
proper name is considered as proper nouns in which people already familiar with
the name.
Example [16]: When you’re out of Schlitz, you’re out of beer (Ad slogan for
Schlitz beer).
2.1.3.2.9 Personification
Personification is presenting abstraction and inanimate objects with human
abilities. Personification can give emotional appeals to the words inside
advertising (Corbett, 1990). Many advertisers use this method to add some poetic
message through the words.
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Example [17]: When well-appeared April on the heel of the limping winter
treads. (Taken from Scene II of Romeo and Juliet).
2.1.3.2.10 Anthimeria
This rhetorical device occurs when the writers do not find any single
word to represent what they want to express. Therefore the writers choose
opposite words to express the intended meaning and purposes. (Corbett, 1990, p.
442).
Example [18]: The thunder would not peace at bidding
(Shakespeare, King Liar, IV, vi, 103).
2.1.3.2.11 Synechoche
Corbett (1990) explains synecdoche as a figure of speech in which a part
stands for the whole or particular. Synecdoche is used on advertisement to
represent the value of a thing with a relatable name of the product. The product
itself will represent something bigger.
Example [19]: Apple for Apple Computer.
2.1.3.2.12 Metonym
According to Corbett (1990) metonym refers to not using formal words
for a subject or object and instead using another word that intricately linked to
the formal name or word. This figure is often to be used since substituting the
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main word to another which not formal to make a close impression on the
reader.
Example [20]: Land of cowboys for Texas or White House for US
President’s house.
2.2 Reasons for Using Rhetorical Figures in Advertisements
The advertisement has the main purpose to persuade people. Therefore,
employing persuasive words in advertising which attracts people‟s attention is
very essential. Therefore many advertisers use rhetorical figures to enhance the
quality as well to make it more attractive. Mick and McQuarrie (1992) state that
rhetorical figures are deliberately out in sentences, phrases, and clauses to create a
personal touch. Moreover, this method makes the readers remember the
advertisement more easily. Mick and McQuarrie add that another point of
rhetorical figures is to explain how a certain kind of text structures can produce
memorable message or incongruity in the advertisement. Incongruity itself has a
purpose to attract people‟s attention.
Based on the previous study by Tom and Eves (1999), there are four reasons
for using rhetorical figures in advertisements. These are giving persuasive quality,
gaining attention, easing the intended message process, and leading to greater
memorability and recall.
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2.2.1 Giving Persuasive Quality
Almost every media in advertising uses rhetorical figures in their headlines
to attract the consumers. According to Leigh (1994), the result shows 74%
advertisement employed rhetorical figures in their headlines. Leigh (1994) adds
that rhetorical figures will strengthen the message in result making superior recalls
and persuasion. This idea will conclude a greater long-term persuasive towards
the reader and also give additional meanings based on reader‟s perception.
2.2.2 Gaining Attention
Being persuasive is not the only purpose of using rhetorical figures. Another
important reason is gaining public attention because an advertisement is meant to
be read. According to Tom & Eves (1990), the role of rhetorical figures in gaining
attention is to make the language catchy and noticeable. The extraordinary
language which is catchy can give several content encoding possibilities for the
reader. Another possibility is generating reader‟s memory to easily remember the
words compared to literal or daily language usage.
The advertisement gives freedom to the audience whether people want or
do not want to read it (McQuarrie and Mick, 1992). Therefore to cope with the
situation, the rhetorical device becomes the best solution to make advertising as a
distraction. A clever arrangement of rhetorical figures in the advertisement will be
able to produce positive distraction compared to literal text (p. 427). Therefore, an
inevitable distraction will be produced to gain people attention which will increase
of selling products.
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2.2.3 Easing Message Process
The more frequent the word is repeated, the easier for people to process the
message (McQuairre & Mick, 1992). Some repetition is intentionally used in
advertising will stronger the persuasive impact of the message. However, the
advertisers should pay attention to excessive repetition. An excessive repetition
causes negative deviation which leads to insufficient information for the reader to
absorb. It occurs when the readers find difficulties to process the message and
mostly happen in tropes since it contains deeper understanding (McQuairre &
Mick, 1992). Therefore, repetition should be given in a proper manner to avoid
excessive distraction which causes the message will not be delivered to the reader.
2.2.4 Leading to Greater Memorability and Recall
The use of rhetorical figures in the advertisement can be interpreted in
many ways by the reader who reads it. The company which employs rhetorical
figures has an aim to produce positive attention toward the brand. (McQuarrie &
Mick, 1992). Therefore, putting rhetorical figures in the advertisement should not
be excessive to avoid multiple interpretations. McQuarrie & Mick (1992) add that
choosing the right rhetorical figures and putting it in the right sentence is a
solution to avoid misinterpretation without making the headline longer. Such as
figure resonance which refers to any rhetorical device which gives emphasis on a
play of an advertisement‟s structure as a result producing an echo or
multiplication of meanings. There are two rhetorical figures which imply
resonance, these are puns and metaphor. Those two rhetorical figures have the
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ability more than one meaning of a sentence, phrase, and clause. This ability will
create meaning in an advertisement or an echo inside reader‟s mind (McQuarrie &
Mick, 1992). It is stated clearly that rhetorical figures will recall the words from
the advertisement in their memory, however, the message itself cannot be
compromised. Therefore alliteration and assonance are used as mnemonic devices.
The goals of mnemonic devices are to dramatize the product benefits as well as
memorable for the readers (Corbett, 1990). Therefore, the use of rhetorical figures
really helps the target audience to memorize and recall the advertisement
messages.
2.3 Theoretical Framework
The focus of this study is to analyze the use of the rhetorical figure in Apple
website advertisement found in product catalogs. There are two major theories
that help the researcher in conducting the research and answering the research
questions. The main theories are related to advertisement and rhetorical figures,
which are used as a guideline for analyzing data.
Advertisements are texts with an aim to gain reader attention and could be
classified by its characteristic that is giving benefit to the company (Goddard,
1998). In order to be attractive, the advertisers make advertisements with many
strategies. Keegan (2003) adds that the language of advertisements should be
attractive, convincing and persuasive to accomplish the intended purpose. To
answer the first research question, the researcher breakdowns rhetorical figures
traditionally into two major parts namely, scheme and trope (Corbett, 1990).
Based on Vaičenoninė classifications, there are 5 types of schemes and 15 types
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of tropes based on Corbett‟s classification. Using both of classification, the
researcher aims to find which schemes and tropes of rhetorical figures used in
Apple website advertisement respectively.
For answering the second research question, the researcher uses McQuarrie
& Mick (1992) explanation and reasons of using rhetorical figures in social media
as media advertisement, since the researcher focuses in such online media as
advertisement media since the research is dealing with website advertisement.
Rhetorical figures are described as words in a certain way to convey meaning and
to persuade people. The use of this figure aims to make familiar and leave a
memorable note in reader‟s mind (McQuarrie & Mick, 1992). By putting any
rhetorical figures in advertisements, readers are expected to keep the words in
their mind.
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CHAPTER III
RESEARCH METHODOLOGY
This chapter presents a rationale for the method of this research and
analysis. This chapter comprises six parts, namely research method, research
setting, the instrument and data gathering techniques, the data analysis technique,
and research procedure.
3.1 Research Method
The research is included in a qualitative research. Qualitative research is a
study which investigates the quality of relationship, activities, situations, and
materials. Besides, the data collected are in the forms of descriptive rather than
numerical or statistical data (Frankel & Wallen, 2006).
Ary, et al. (2008) define a qualitative method as a philosophical approach
which is dealing with social reality in form of a narrative report. Those
characteristics are: (1) examines the phenomenon as it is, in rich detail, (2)
flexible and evolves during the study, (3) inductive; which may generate theory,
(4) uses small samples, and (5) uses narrative description and interpretation
(pp.23-25). To be more specific, the researcher used discourse analysis as the
main method of accomplishing this research. The main reason is that the
researcher is dealing with a website and already published.
Discourse analysis method considers how language, spoken or written, enact
social and cultural perspectives and identities (Gee, 2011, p. 1). This method is
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suitable to analyze the discourse in advertising, political speech, journalistic texts,
or many others which is mostly applied in linguistic. Discourse analysis as a study
of the language used in society has many approaches, such as the content of
discourse, themes of discourse, and many others (Gee, 2011, p. 8). Therefore,
these pragmatic study concerns are at the function of discourse in an advertising
context.
3.2 Research Setting
The researcher conducted this research starting from August 2017 until
January 2018. The researcher took the data source from Apple‟s website from
July,1st 2017 until May, 1
st 2018 at main websites www.Apple.com. The main
reason was that Apple Company would release their new products in early
September and after that, the website advertisement would also change. Thus, the
researcher chose Apple‟s product as the main source for this study. Since this
study does not deal with human interaction and field study, the specific place is
not required in conducting this research.
3.3 Data Source
The researcher chose Apple website since the Apple computer was
consistently rated as no. 1 and considered the world‟s best company by many
magazines (Doughtery, 2011). The researcher found out that Apple Website
would be a good example of rhetorical figures since they were employed strong
messages in their advertisement. Thus, the reason for choosing website was
because, in the digital era, websites are easy to find and can be reached anywhere
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and anytime. The data used in this research consisted of the newest products of
Apple computer from July 2017. Therefore, the data used in this study was
considered as up to date.
3.4 Research Instruments
In order to obtain valid data in answering the research questions, the
researcher used two different of instruments, namely:
3.4.1 Human Instrument
In qualitative research, the researcher needs a flexible instrument to portray
the complexity of human experience, thus human instrument is needed. Ary,
Jacobs, and Sorensen (2010, p. 424), explain that human can take a role as a valid
instrument. Furthermore, in conducting the research which is part of document
analysis, there is only one major instrument involved, namely the researcher.
Since the researcher is the primary instrument for gathering data, he or she relies
on skill and intuition to find and interpret data from document (Merriam, 2009).
The instrument itself has a meaning as a thing to collect data for the research
(Frankel & Wallen, 2006). From the concepts, the role of human instruments is to
collect or gather the data.
3.4.2 Documents
In order to obtain the data, the researcher used written documents as a source
of the data. Ary, et al., (2002) explain that the documents can be personal, such as
autobiographies, diaries, and letter. Besides the human instrument, the researcher
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also used documents namely Apple‟s main website issues starting from July 2017.
Those rhetorical figures seen on the website were used as the primary data of the
research.
3.5 Data Gathering Techniques
The data were gathered from Apple website advertisements at
www.apple.com.The researcher observed the data first to make sure that the data
was valid. After knowing that the data was valid, the researcher gathered the data
from the website www.apple.com. After that, the researcher focused on the
advertising sentences or words which contained rhetorical figures in it. The
advertisements were limited to some products namely iPhone, iPad, MacBook,
and Apple Watch.
In gathering the data, the researcher used coding categories as the main
technique. According to Frankel and Warren (2016), applying coding categories is
a technique used in document analysis research. Moreover, the researcher could
determine coding categories to get the data before or during the analysis (p. 485).
In this research, coding was determined from previous studies, knowledge, and
theories related to this research. Figure 3.1 shows how the researcher answered
the first research questions aimed to identify types of rhetorical figures found in
Apple website advertisement.
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Figure 3.1 Rhetorical figures appeared in Apple Advertisements
No Advertisement words/
sentences
Rhetorical figures
Model Device
1
2
3
Furthermore, the researcher answered the second research question
by analyzing the reasons for using rhetorical figures in Apple website
advertisements based on theory from experts provided in Chapter II.
3.6 Data Analysis Technique
This study employed content analysis as a part of qualitative research.
Therefore, the researcher would observe and investigate the main issue of the
researchers which were the kind of rhetorical figures based on Vaičenoninė‟s
(2006) and Corbett‟s (1990) classifications. First, the researcher asked one
linguistic lecturer to check if the researcher‟s justification and interpretation were
correct. After that, the researcher would review the literature in making in
accordance with the main issues of the topics. Next step was collecting the data
from the downloaded website and doing the document analysis. During analyzing
the data, the researcher would provide some evidence that supports the hypothesis
of the study. Next step, the researcher would interpret the finding and start to
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make conclusions based on the finding. The last step was reporting the result. The
researcher wrote up the report based on data analysis. The report was not in
numerical data, but in form of words to explain the result of the research. Yet,
numerical data also included making the research more understandable.
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CHAPTER IV
RESEARCH RESULTS AND DISCUSSIONS
This chapter presents the analysis of the study based on research questions
presented in chapter I. The first research question aims to find out which schemes
and tropes of rhetorical figures used in Apple website advertisement. The second
research question aims to find out the reasons for using rhetorical figures used in
Apple website advertisement.
4.1 Types of Rhetorical Figures in Apple Website Advertisements
In analyzing the data, the researcher used the classification of Vaičenoninė
(2006) and Corbett (1990). According to their classification, there are 18 types of
rhetorical figures which are divided into two main categories, namely schemes
and tropes. Schemes by Vaičenoninė (2006) can be broken-down into repetition,
enumeration and synonymy, ellipsis, preterition, polysemy, and wordplay.
Meanwhile, Corbett (1990) has classified tropes into metaphor and simile, irony,
hyperbole, onomatopoeia, litotes, oxymoron, rhetorical question, periphrasis,
personification, anthimeria, synecdoche, and metonym. This research found that
there were 10 types of rhetorical figures used in Apple website Advertisement
issued in July 2017. Those rhetorical figures were repetition, enumeration,
synonymy, polysemy, wordplay, hyperbole, metaphor, periphrasis,
personification, and simile. The rhetorical figures which were used in Apple
website advertisements could be seen in Figure 4.1
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Figure 4.1 The Use of Rhetorical Figures Used in Apple Website Advertisements
Rhetorical Figures Frequency Percentage
Repetition
Enumeration
Synonymy
Polysemy
Wordplay
Hyperbole
Metaphor
Periphrasis
Personification
Simile
32
7
5
3
4
15
13
8
8
2
33%
7.2%
5.2%
3.1%
4.2%
15.4%
13.4%
8.2%
8.2%
2.1%
Total 97
4.1.1 Repetition
The first rhetorical figures seen on Apple Website are repetition.
Repetition is defined as figures that repeatedly use words, sounds, and syllable
more than once in order to intensify words, which creates a greater memorability
(Vaičenoninė, 2006). In this research, 30 repetitions in total included repetition of
sounds, syllables, and keywords were found in Apple website advertisement. The
following are the sentences that employed repetition in rhetorical figures.
[1] Anything you can do, you can do better.
[2] Connect to everything you love. Anywhere you go.
[3] More responsive keyboard. More expansive trackpad.
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The example [1] employed repetition of rhetorical figures including the
repetition of sounds, syllable, and keywords. The word „you can do‟ was repeated
twice to intensify the words as well as the messages. The advertiser also tried to
give a specific message, which referred to the consumers, by giving the repetition
of syllable and keyword which was the word „you‟, which could be seen on
example [2] and [3]. The advertiser used repetition at the exact same order on
example [3], at the word „more‟ to create the illusion of superlative as well as
determiner which modify word „responsive‟ and „expansive‟. The idea was to
make the advertisement seemed to be appealing and organized which was caused
the sentences were easy to remember and memorable for the consumers.
The repetition on example [1], [2], and [3] repeated the exact same words.
Hawkins and Mothersbaugh (2013) explained that the reader‟s ability to
memorize advertisements words are very low, therefore the advertisers often
repeat the messages to build sufficiently elaborate memories to facilitate retrieval.
By repeating the selected positive words such as „more‟ and „can‟ in this case, it
will stimuli reader attentions‟ which created sentimental value and hopefully be
able to flash upon readers‟ mind.
The word „more‟ was repeated twice for example [3] had a meaning as
something that already developed and became better. The advertiser tried to
intensify the words „more‟ by using repetition referred to the renewed device
capability. The words „more‟ in „more responsive keyboard‟ had literal meaning
becoming better at the response, so did the same meaning of the word ‟more
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expansive trackpad‟. Those words were repeated to show to the consumers not
only to make the advertising seems appealing but also easy to remember.
4.1.2 Enumeration
The second rhetorical figures seen in Apple website advertisement was an
enumeration. Enumeration is described as kind of repetition by summarizing the
positive or negative values to create the illusion of quality and superiority
(Vaičenoninė, 2006). In this research, the researcher found seven enumerations
from Apple advertisements in some various advertising products. The following
are enumerations found in Apple website advertisements.
[4] A big step for small.
[5] Mighty. Small.
[6] Powerfully petite.
The advertiser employed enumeration barely to show the quality and the
superiority of the Apple‟s products. On the example number [4], it was known as
iPhone SE advertisement. iPhone SE stands for iPhone special edition, a small-
sized smartphone from Apple that carried the latest specifications. Normally, the
latest iPhone had bigger body and screen ratio, but iPhone SE was created for
people who loved a small phone with the latest performance of an iPhone. The
enumeration was employed by the advertiser to show off the power of iPhone SE.
By choosing adjectives in contrary, in this case, were big and small which had
meanings in word big described as the enormous power that phone had, and word
small described as smaller body compared to others iPhone. The illusion of
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enumerations was wonderfully organized to attract the readers by creating the
illusion and twist of measurements by saying the contradictive words to describe
the quality. As it was said that iPhone SE was something big, in a small size.
The example [5] was similar to the example [4]. It was taken from iPad
mini generation 4 which was the latest generation of Apple technology. „Mighty.
Small‟ both are two different words consist of positive-negative in measurement.
Mighty is described as something greater than big and fused with word „small‟
which was something that you could lift or hold easily. The advertiser created the
rhetorical sentence to create a message that iPad mini was a smaller size of regular
iPads, but it was superior to the mighty one. The entire quality of the product,
which was small and powerful, was created by creating the illusion with two
words with a twist of measurements in it. The example [6] showed that
enumeration was not always a positive or negative value, but it might use
contradictive words to show the illusion of quality by comparing to the other
words. The word „powerful‟ usually indicated something which contained a lot of
power, harsh, and dominating from root „power‟. Meanwhile petite referred to
something small or a woman with the attractively dainty build. The advertiser
chose the word carefully to describe the beauty of the machine with monster
quality inside.
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4.1.3 Synonymy
Synonymy is a positive or evaluative description to create the illusion of
quality, prestige, and superiority (Vaičenoninė, 2006). Apple advertisers employ
synonymy of rhetorical figures in order to explain to the reader that their products
are prestige and superior. Inside the research, five sentences containing synonymy
were found. The following are the examples of synonymy found in Apple website
advertisements.
[7] Ridiculously light. Seriously thin.
[8] The most powerful and versatile port ever.
[9] Vega graphics. The beast behind beauty. Retina 5k display.
Hold on to your pixels.
The advertisement words, which were employed rhetorical figure
synonymy on example [7], will give the illusion of quality by convincing the
reader by repeating the message on the different words. The first statement on
example [7] already told the readers that the product was light. But, it was
repeated by the second statement by the words „thin‟ which had the same meaning
as something which contained less weight. The illusion itself, not only to make
the advertisement words become catchy but also tried to convince the reader by
the illusion given of different words with the same meaning that the products were
easy to carry one way or another. On the example [8] the statement of synonymy
was employed to give the quality description of the products. The word „powerful‟
was used to gain reader mindset how superior their products were, after that it was
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combined by words „versatile‟ which had a meaning as the capability of doing a
lot of things. The words powerful and versatile were having the same idea about
being superior above the others. Those words once again were chosen by the
advertisers to convince and deliver the intended purpose of how good their
products are. As explained that synonymy was a positive or evaluative description
to create the illusion of quality, prestige, and superiority (Vaičenoninė, 2006).
For example [9], the advertisers wanted to explain all about the quality of
the image that the computer could produce. Talking about quality, the advertiser
chose some words that described the graphics quality. The first-word „vega
graphic‟ was chosen to describe the model which was known as the high-end
model from one of the computer manufacturers. „The beast behind the beauty‟ had
a meaning as the description of the quality performance that „vega graphic‟ could
produce. The word „the beast‟ was describing the synonymy of the powerfulness
of high-end models. Meanwhile, the word „the beauty‟ was talking about the
quality of the graphic itself which was known that the better machine, would
produce the higher quality of the graphics. „Retina 5k display‟ described the
capability of the machine that could run in the 5k resolution which was not all the
machine could have done it. The word „pixels‟ on the last statement had
correlation meaning with the previous word „retina‟ which was part of the eye.
Apple described that „retina‟ of the eye is the most natural and greatest thing that
God created to catch every image in life. Meanwhile „pixel‟ was the measurement
of any images and known as the more pixels it had, the better image it produced.
Just like the „retina‟ which holds so many „pixels‟ in life. Therefore, synonymy
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had a big role in creating reader imaginations by telling a thing in so many
different words.
4.1.4 Polysemy
Polysemy was also found in apple website advertisements as a comic play
on words which have more than one meaning. Korčák (2012) states that polysemy
is suitable for making witty and memorable words. Vaičenoninė (2006) also adds
that polysemy has a dominant function to create an aesthetic feeling which
contributes to the memorability of advertisement messages. The strong
composition of polysemy will touch reader‟s attention and keep the implicit
messages in mind. The following are examples of polysemy found in Apple
website advertisements.
[10] Wireless charging for the wireless world.
[11] Makes a splash. Take a splash.
The words polysemy for example [10] had given more than one possible
meaning to explain the word „wireless‟. The advertisers chose some adjectives to
describe the advantages by having their products. Polysemy is a comic play on
words which have more than one meaning (Goddard, 2003). Basically, wireless
as an adjective had a definition as using the radio to transmit signals, meanwhile
charging as a verb had a meaning as restoring electrical energy and at this era, the
capability in charging a smartphone without the cable plugged inside was already
invented. Therefore, the word „wireless charging‟ was something that can be
interpreted as the way to restore phone‟s battery without any cables plugged. The
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second meaning of wireless as an adjective in word „wireless world‟ could be
interpreted as globalization era when everything is connected without any
boundaries and it is the fast-paced world. The polysemy messages which the
advertiser wanted to deliver in word „wireless‟ was telling the reader about the
quality of the phone is doing some sophisticated things by minimalizing troubles
when everything is needed to be fast in this era.
On example [11] both of words „splash‟ were a noun with a different
meaning. Splash as noun commonly had a meaning as a sound made by something
striking or falling into liquid. On the other way, the word „splash‟ also had a
meaning as striking, exciting effect, or an event. Both of them used the same
words but contained different meaning depending on the context. The advertiser
chose the word „splash‟ to give some aesthetic feelings and try to get the attention
toward the readers. It was explained that the sentence was describing the product‟s
new capability which is a water-resistant phone. All the idea was to show the
world the new phone‟s ability, and without compromising the product‟s quality.
By giving an aesthetic touch on the sentences, the word „splash‟ becomes the key
of dual meanings. The first meaning was to make something exciting by using the
phone and no need to worry about water by taking „splash‟.
4.1.5 Wordplay
Vaičenoninė (2006) explains wordplay as a composition that results of
rhyming words. Wordplay is also categorized as repetition at the ending sound of
words. Wordplay is employed to give an echoed and memorable sound for the
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readers. The researcher founds six wordplays from the data listed. The following
are the examples of the wordplay in Apple website advertisements.
[12] Power. Structure.
[13] Radical. Yet completely logical.
[14] Messages. Get to apps with fewer taps.
Wordplay [12] repeated the sound /-er/ at the end of the word „power‟ and
„structure‟. The same issue at example [13] when the sound /-cal/ were repeated at
the end of words „radical‟ and „logical‟ to give a rhyming sound when it is read.
For example [14], wordplay is employed at words with only one syllable. The
word „apps‟ and „taps‟ were similar and both of them were pronounced with
sound /-eps/ at the ending. Attractively, the rhyming sound became the main key
to draw reader‟s attention.
4.1.6 Hyperbole
Hyperbole is categorized as trope which has a function of making the
sentence more exciting due to the process of exaggerating something. The main
purpose of hyperbole is to produce the right and memorable word which causes a
note of emphasis and leading to personal value and sentiments (Leech, 1969).
Based on the findings, there were 15 advertisements which employed hyperbole
on Apple website advertisements. The hyperbole can be seen for example [15],
[16], and [17].
[15] It’s all screen.
[16] An iPhone formed from glass.
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[17] More powerful than most PC laptops.
Example [15] employed hyperbole overall advertisement sentences. By
interpreting the sentence „it‟s all screen‟, it does not mean that the part of the
devices is literally screen. The advertiser wanted to emphasize the word „screen‟
by promoting the latest smartphone from Apple which consisted larger screen to
body ratio from edge to edge. The same occasion example [16], the advertiser
employed hyperbole on sentence „formed from the glass‟ to emphasize the new
product‟s feature.
On example [17], the advertiser tried to elevate the product‟s performance
by emphasizing the product with hyperbole sentence „powerful than most PC
laptops‟. It was interpreted as hyperbole because the machine of tablet PC might
have better performance compared to low-grade PC laptops, but not the high-end
ones.
4.1.7 Metaphor
Corbett (1990) defines metaphor as an implied comparison between two,
unlike natures that have something in common. The metaphor in advertisement
has a purpose to create reader‟s imagination and making the word of
advertisement become more attractive. In the Apple website advertisements, there
were 13 sentences which contain metaphor in it.
[18] Apple pencil. Now even sharper.
[19] Speed-of-the-art.
[20] Siri. Naturally, more helpful.
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In describing the new product, the advertiser tried to make the reader think
in mind the outline of the improvements. By employing the metaphorical words,
emotion related to the improvement would be given. To give further explanation,
see picture 4.1 below.
Picture 4.1 Apple Pencil
Taken from https://www.apple.com/apple-pencil/
As could be seen in picture 4.1, apple pencil was not literally a pencil, but
it was a device part of Apple tablet PC named iPad Pro. The metaphorical figure
was employed for example [18] to describe the improvement from the previous
version. Apple pencil could not be sharpened like a usual pencil but the advertiser
gave a metaphorical quality by saying that the pencil was sharper. A sharper
pencil could be interpreted as something that renewed and ready to ease the user
for doing any job. Because the sharper the pencil was, the more useful it was. On
example [19] the advertiser implied that the product was described as an art.
Example [19] was taken from the latest Apple‟s laptop named MacBook Pro. It
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was the most powerful laptop from Apple that had been said as a masterpiece so
that the advertiser describe it as an art. The word „speed‟ is describing the
performance of MacBook Pro.
Example [20] employs metaphor inside the word „naturally‟ and being
„more helpful‟. The word „naturally‟ was connected as being born from nature or
as something that may be expected. The word „more helpful‟ was connected with
better quality. The word „helpful‟ was described as a human quality that able to
help. Siri was a voice assistant from Apple computer with the intended purpose to
ease and help the Apple user. The advertiser wants to give the message to the
reader that latest version of Siri which was more human and ready to give new
user experience.
4.1.8 Periphrasis
Corbett (1990) explains periphrasis is a given figure in substituting of a
descriptive word or phrase for proper names for the quality of the associated
product and the name is considered as proper nouns because the audience is
already familiar with the product‟s name. Inside the advertisement, eight
advertising sentences were found which employed periphrasis. The advertiser
employs periphrasis to promote their product by saying the name product directly
to the advertisers. The following are the example of periphrasis in Apple website
advertisements.
[21] Siri. Your wish is its command.
[22] A giant step for iPhone.
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[23] A retina display that takes everything to the edge.
Examples [21], [22], and [23] all employ periphrasis word without a
longer explanation given. The word „Siri‟ was a representative for Apple voice
assistant. The words „iPhone‟ and „Retina display‟ respectively were
representative of Apple smartphone and Apple standardized graphics quality.
4.1.9 Personification
To give emotional appeals to the words of advertising, presenting
abstraction and inanimate object into a human being is employed and it is called
as personification (Corbett, 1990). The purpose is to make the word of
advertisement become poetic and can attract the audience. The researcher found
eight personifications inside Apple website advertisement. These are the examples
of the sentences which employ personification.
[24] Apps that help you more every day.
[25] Speaker that speaks for themselves. Loudly.
The personification appears on word „help‟ for example [24] has the main
function as a verb which was interpreted as human capability in doing some help
to ease user activity. On example [25] the human ability was indicated on words
„speaks‟ and word „themselves‟. As a common knowledge, a speaker would
produce sound, but poetically the advertiser used word “speaks” as if it could
speak as a human being. The advertiser also added the word „themselves‟ to
indicate the speakers as a bunch of living beings. Neither the apps nor the speaker
had the real capability of doing such as thing as the advertiser had written. The
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idea was to attract the audience and giving the illusion of art by saying, those
devices are more likely have human abilities.
4.1.10 Simile
Corbett (1990) describes simile as an explicit comparison between two
things, unlike nature that have something in common. To distinguish between
simile and metaphor, simile uses a word like or as to compare one word to
another. Two similes were found in the research of Apple website advertisement.
[26] You‟ve never seen anything like it.
[27] iOS 11. It‟s why there‟s nothing else like an iPhone.
On example [26] the advertisement word was taken from product an iPad
Pro, known as Apple‟s tablet PC. The word „it‟ here, was a representative of the
product identity. To make the comparison as the others tablet PCs, the conjunction
„like‟ was used with a function as the reference to a thing of the same kind
products. The illusion of simile was given when the whole sentence was read as
one especially on the word „anything like it‟. When word „anything‟ was
interpreted as the other competitor connected with the conjunction „like‟ as the
main comparison explicitly, ended with the word „it‟ to state the iPad Pro.
On example [27] the advertiser clearly stated the superiority of Apple
product by pointing the exclusive operating system which they have. The word
„like‟ was pointing to the explicit meaning that no devices have this kind of
operating system but their smartphone which was the iPhone. The word „like‟ was
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comparing at the word „there‟ as interpreted as other Apple‟s smartphone device
and word „iPhone‟ as interpreted as Apple‟s smartphone.
4.2 Reasons for Using Rhetorical Figures in Apple Website Advertising
Arens (2006) explains the nature of advertisement is to persuade the
audiences. Therefore, the rhetorical figures are employed to be the successor in
reaching the main purposes. Those purposes which already stated in chapter II, are
giving persuasive quality, gaining attention, easing the messages process, and
leading to greater memorability recall. The researcher has found all of those
reasons in Apple website advertisement and explained as follows.
4.2.1 Giving Persuasive Quality
There are so many advertisings which use media. Some companies are
competing with each other to gain the audiences, so that rhetorical figures are
employed. Leigh (1994) explains that rhetorical figures will stronger the message
in result making superior recalls and persuasion. From Apple Company, they are
employing some rhetorical figures such as hyperbole, metaphor, and periphrasis.
Periphrasis had given a stronger message in promoting the company‟s
products. By saying an iPhone, iPad, and MacBook, the quality in representing the
most used devices across the world were automatically promoted to the audiences.
The use of periphrasis would provide a persuasive message toward the audiences
as the products known to be a good quality and it would lead to the purchase of
goods.
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The persuasiveness of words also could be found in words which are
containing hyperbole in it. The nature of hyperbole as rhetorical figure is to add
the value by process of words exaggeration. Leech (1969) explains that by
emphasizing the words that given to the audiences, it will lead to memorability.
As an example [16] „An iPhone formed from glass’ the hyperbole words formed
from glass giving illusion of persuasive to the audiences as if the device was made
of the glass. The emphasis word „glass‟ was made to be attractive by adding the
positive value of glass which was opposing the nature of electronic devices. The
deviation words will attract the audience by giving catchy words and leading to
personal value and sentiments.
The figure of metaphor similarly also added the quality of persuasiveness.
As on example in promoting the new company‟s product named iPad pro. [18]
Apple pencil. Now even sharper. In persuading the reader, the company tries to
convince the reader that their new Apple Pencil could ease the user to do more
from the previous one. Metaphorically, the expression aims to give the faith to the
reader about how good their new sophisticated products are. Based on all
explanation above, it is concluded that Apple Website Advertisement uses
rhetorical figures to give persuasive effect to the consumers.
4.2.2 Gaining Attention
Besides being persuasive, gaining the audience is also an important reason
for any advertisements. The main reason because people has the freedom to read
or not, depending on their own will. So that the rhetorical figures are employed to
gain the attention. Tom & Eves (1990) explain the role of rhetorical figures in
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gaining attention is to make the language catchy and noticeable. The catchy words
can give several meaning possibilities for the reader. The other one is generating
reader‟s memory to make the advertisements easily to remember the words
compared to daily language usage. Therefore, to achieve the goal of making the
advertisements as interesting as possible, some rhetorical figures are employed.
Since the study did not employ experiment and survey research towards
some advertisements to the ones which using and not using rhetorical figures, the
researcher could not serve the data. Moreover to prove the employment of
rhetorical figures in the advertisement was beyond the scope of this study and the
process will need statistic data to compare the selling products with the rhetorical
one and the one not using it at all. Though, Tom and Eves (1990) have done the
study and find that the rhetorical figures give better performance in attracting the
audiences compared to the one which not employ any of them. The audience
enthusiasm to buy the product is bigger when the advertisement is containing
rhetorical figures in it.
4.2.3 Easing Message Process
The other reasons for using rhetorical figures in the advertisement are
easing message process. The most effective way of delivering the message of
advertisements is by repetition. By nature, repetition in advertisement has a
purpose to intensify the messages (Fahnestock, 2011). The reason when people
are reading it by the glimpse, it is hard for them to remember the words. Thus, to
make the message is delivered well, the advertisers repeat the message to build
sufficiently elaborate memory retrieval (Hawkins and Mothersbaugh, 2013). In
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this research, 30 repetitions were found. Those repetitions included repetition of
sounds, syllable, and words. It can be concluded that Apple Company uses
repetition to ease the messages for the reader.
As found in example [3] which employed the repetition of syllables, it
repeated the word „more‟ on sentence „More responsive keyboard. More
expansive trackpad‟. The advertiser tried to emphasis word more as an indication
of quality improvement on the product. The word more would help the audience
to understand the message that the product already improved and was better from
the previous one. The same case also happened on example [10] which employed
polysemy on word wireless as an indication of the modern era. In those sentences,
the advertiser repeated word wireless to give an easier interpretation for the
reader. Polysemy has a dominant function to contribute memorability messages of
advertisement (Vaičenoninė, 2006). Therefore by repeating the keyword, it would
help the reader to remember and lead into understanding.
However, the advertisers should pay attention to excessive repetition. An
excessive repetition causes negative deviation which leads into the bias of
information for the reader to absorb. Too much repetition will difficult the
process of the implied message (McQuairre & Mick, 1992). Therefore, repetition
should be given in a proper manner, by repeating the most effective word to avoid
excessive distraction which causes the message will not be delivered to the reader.
4.2.4 Leading to Greater Memorability and Recall
In order to make greater memorability and recall, there are two kinds of
rhetorical figures which are suited to help the audience remember as well giving
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positive attitudes. Those rhetorical are metaphor and wordplay. According to
McQuarrie & Mick (1992), those two rhetorical figures have the ability to create
emphasis on a play of an advertisement‟s structure as a result producing an echo
or multiplication of meanings and lead into the creation of meaning in an
advertisement or an echo inside reader‟s mind. The advertisement [18] proved
how rhetorical figure of metaphor created multiple interpretations of meaning on
sentence now even sharper. The first meaning was associated with the ability to
do better. The audience might have the understanding that the device is more
sophisticated and have the capability to do more. Another meaning, the sentence
now even sharper represented the nature of pencil which is in the good condition
to use.
Another figure as stated in the explanation above is wordplay.
Vaičenoninė (2006) adds that the wordplay ability can emphasize the message by
giving the rhyming sound in the words which are causing memory recall. Thus the
example [12] which was written „Power. Structure.’ the reader got the possibility
to recall from the repetition of sound /-er/ on the end of words power and
structure. Both figures were able to make the audience remember the word of
advertisement easily by giving the repetition of sounds and the word which
carried multiple meanings.
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CHAPTER V
CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS
This chapter summarizes the major findings of the research and presents
their limitations of the research. Moreover, on this chapter also contains the
recommendation for the future research and current practice.
5.1 Conclusions
After the researcher had finished analyzed the data on Chapter IV, the
researcher came to the conclusions of the research. There were two formulated
questions that are needed to answer. The first question was devoted to find out the
scheme and trope of rhetorical figures inside Apple website advertisement. The
second question was to know the reasons for using the rhetorical figures in the
Apple advertisement website. Both questions were referred to data of Apple
Website Advertisement issued on July 1st, 2017.
Moreover, the researcher found there were 10 types of rhetorical figures
found in Apple Website Advertisement issued on July 1st, 2017. Those rhetorical
figures were repetition, enumeration. Synonymy, polysemy, wordplay, hyperbole,
metaphor, periphrasis, personification, and simile. The most used rhetorical in
Apple website advertisement was repetition, which was 30 repetitions, followed
by hyperbole which appeared 15 times and followed by a metaphor which was 13
times.
In addition, the researcher found that there were four main reasons related
from the previous study for using rhetorical figures in the data. The advertiser
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employed rhetorical figures in order to give persuasive quality. The second was to
gain the attention. Followed by easing the message process on the third reason.
And the last but not least was lead to greater memorability and recall.
5.2 Implications
The English Language Education Study Program or known as ELESP of
Sanata Dharma University has a study course namely creative writing which
focuses on studying languages in relation to social factors. The lecturers could use
rhetorical figures as the media for teaching purpose since part of tropes and
schemes become the study of the figure of speech. The advertisement might
become innovative and creative media to reinforce the students‟ willingness in
learning the subject. Students might find something new through the
advertisement media as a topic of learning. Moreover, using advertisement as
teaching materials enables students to dig more some vocabularies.
Moreover, ELESP has an annual conference which involves students,
teachers, and lecturers from around places. The committee who are students or
lecturers might use the knowledge in making a good advertisement language in
order to attract more audiences. Using good advertisement words can attract more
audience and lead to the quality improvement.
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5.3 Recommendations
After conducting the research, the researcher has some recommendations. The
recommendations are addressed to future researcher and advertisers. The
recommendations could be a reference from the researcher‟s perspective.
5.3.1 Advertisers
This research expects to be beneficial for the advertisers. By learning the
rhetorical figures in the advertisement, the advertisers might understand the
important role in composing the advertisement words by using some rhetorical
figures in it. According to the previous study by the expert, rhetorical figures
considered as the best solution in persuading the audiences. Moreover, it makes
the advertisement more interesting to read. Since the company is competing for
each other, this study provides many ways of promoting using language which
gives an innovative or original idea. For the one who new in the language of
advertisement, rhetorical figures might help as the idea to make the word of
advertisement become more effective.
5.3.2 Future Researchers
This research only focuses on rhetorical figures which appeared in website
advertisement from Apple company. The researcher suggests the future
researchers conduct the similar research related to advertising language in
different online media or written one in order to find other types of rhetorical
figures in such advertisement media.
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REFERENCES
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Korčák, J. (2011). Word play in Advertising: A Linguistic Analysis.
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Appendix 1. The Table of Rhetorical Figures in Apple Advertisement
Website
The Table of Rhetorical Figures in Apple Website Advertisement
No Advertisement words/
sentences
Rhetorical figures
Model Device
1 A giant step for iPhone. periphrasis iPhone X Smartphone
2 Life is easier1 on iPhone
2. Metaphor
1,
periphrasis2
iPhone X Smartphone
3 It’s all screen. Hyperbole iPhone X Smartphone
4 A revolution in recognition. Repetition of syllable iPhone X Smartphone
5 Front facing forward
thinking.
Repetition of syllable iPhone X Smartphone
6 A superhuman intelligence. Metaphor iPhone X Smartphone
7 Wireless1,2
charging for
wireless1,2
world.
Repetition, polysemy iPhone X Smartphone
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No Advertisement words/
sentences
Rhetorical figures
Model Device
8 An iPhone formed from
glass.
Hyperbole iPhone 8 Smartphone
9 Everything looks brilliant
and vibrant.
Repetition of syllable iPhone 8 Smartphone
10 Makes a splash1, 2
. Take a
splash1, 2
.
Repetition of words,
polysemy
iPhone 7 Smartphone
11 An entirely1 new camera
enters1, 2
the picture.
Repetition of words1,
personification2
iPhone 7 Smartphone
12 The brightest1, most
colorful1 iPhone
2 display
yet.
Hyperbole1,
periphrasis2
iPhone 7 Smartphone
13 A big step for small. Enumeration iPhone
SE
Smartphone
14 A beloved design. Now with
more love.
Repetition of syllable iPhone
SE
Smartphone
15 The most powerful 4-inch
phone ever.
Hyperbole iPhone
SE
Smartphone
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No Advertisement words/
sentences
Rhetorical figures
Model Device
16 The only camera you‟ll ever
need.
Hyperbole iPhone
SE
Smartphone
17 Advanced security. Right at
your finger tip.
Metaphor iPhone
SE
Smartphone
18 Anything you can do, you
can do better.
Repetition of words iPad Pro Tablet PC
19 More powerful than most
PC laptops.
Hyperbole iPad Pro Tablet PC
20 The world’s1 most
advanced2 display on the
planet1.
Synonymy1,
Hyperbole2
iPad Pro Tablet PC
21 You‟ve never seen or felt
anything like it.
Simile iPad Pro Tablet PC
22 Even more to meet the eye. Hyperbole iPad Pro Tablet PC
23 Apple pencil. Now even
sharper.
Metaphor iPad Pro Tablet PC
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No Advertisement words/
sentences
Rhetorical figures
Model Device
24 Brilliant1,2
display.
Brilliant1,2
size.
Repetition of words1,
polysemy2
iPad Pro Tablet PC
25 Unlock, sign in, and buy
with a touch.
Metaphor iPad Pro Tablet PC
26 Built to go places. Personification iPad Pro Tablet PC
27 Speedy surfing and
streaming
Repetition of syllable iPad Pro Tablet PC
28 Mighty. Small. Enumeration iPad Mini
4
Tablet PC
29 Ridiculously light. Seriously
thin
synonymy iPad Mini
4
Tablet PC
30 Power that’s anything1 but
mini2
Hyperbole1,
Periphrasis2
iPad Mini
4
Tablet PC
31 Light. Years ahead. Metaphor MacBook Computer
32 More muscle in every
millimeter
Hyperbole MacBook Computer
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No Advertisement words/
sentences
Rhetorical figures
Model Device
33 We squeezed into it and out
of it.
Enumeration MacBook Computer
34 A retina display that takes
everything to the edge.
periphrasis MacBook Computer
35 Connect to everything you
love. Anywhere you go.
Repetition of words MacBook Computer
36 Fully equipped for a wireless
world.
Metaphor MacBook Computer
37 Make big things happen.
All day long.
Hyperbole MacBook
Air
Computer
38 Thin. Light. Powerful. And
ready for anything.
Synonymy MacBook
Air
Computer
39 Speed-of-the-art. Metaphor MacBook
Pro
Computer
40 Speakers1 that speaks
1,2 for
themselves. Loudly
Repetition of words1,
Personification2
MacBook
Pro
Computer
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No Advertisement words/
sentences
Rhetorical figures
Model Device
41 More responsive keyboard.
More expansive trackpad.
Repetition of words MacBook
Pro
Computer
42 The most powerful and
versatile port ever.
Synonymy MacBook
Pro
Computer
43 Think fast. We did. Personification iMac Computer
44 Graphic that render1 you
speechless1. Accelerate
2
your every move2.
Personification1.
Hyperbole2
iMac Computer
45 Brighter than ever. More
color than ever. The color
you shot is the color you see.
Repetition of words iMac Computer
46 Rechargeable. Remarkable. Repetition of syllable iMac Computer
47 Power to the pro1. 18 cores
in an iMac1. No
2, that‟s not a
typo2
Periphrasis1.
Wordplay2.
iMac Pro Computer
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No Advertisement words/
sentences
Rhetorical figures
Model Device
48 Vega graphics. The beast
behind beauty. Retina 5k
display. Hold on to your
pixels.
Synonymy iMac Pro Computer
49 Power. Structure. Wordplay Mac Pro Computer
50 Expansion vastly expanded. Repetition of syllable Mac Pro Computer
51 Radical. Yet completely
logical.
Wordplay Mac Pro Computer
52 It‟s a mini in a massive way. Enumeration Mac Mini Computer
53 Powerfully petite. Enumeration Mac Mini Computer
54 Apps that can change your
world,
Hyperbole iOS Operating
Systems
55 More essential everyday
essentials.
Repetition of words iOS Operating
Systems
56 Live photos. Livelier than
ever
Repetition of syllable iOS Operating
System
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No Advertisement words/
sentences
Rhetorical figures
Model Device
57 Messages. Get to apps with
fewer taps.
Repetition of sound iOS Operating
System
58 Siri1. Naturally, more
helpful2.
Periphrasis1,
Metaphor2
iOS Operating
System
59 Smarter about you. Smarter
for you
Repetition of words iOS Operating
System
60 AirPlay21. Home, sweet
sounding home2.
Periphrasis1.
Metaphor2
iOS Operating
System
61 Do not disturb. When you‟re
driving, just drive.
Repetition of syllable iOS Operating
System
62 Maps. Stay on course.
Indoors and out.
Enumeration iOS Operating
System
63 QuickType1 keyboard.
Type1 with one hand tied
behind your back2.
Repetition1,
Metaphor2
iOS Operating
System
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No Advertisement words/
sentences
Rhetorical figures
Model Device
64 iOS 11. It‟s why there‟s
nothing else like an iPhone
Simile iOS Operating
System
65 Apps that help you more
every day.
Personification. iOS Operating
System
66 Siri. Your wish is its
command.
Periphrasis. iOS Operating
System
67 More intuitive. More
intelligent. More you.
Repetition of words Watch
OS
Operating
System
68 Knows1 you better
2. So it
can push you further2.
Personification1,
Wordplay2
Watch
OS
Operating
System
69 Elevates the moment.
Anticipates the next.
Enumeration Watch
OS
Operating
System
70 Photos. More ways to edit.
More ways to organize.
More ways to wow.
Repetition of words Mac OS Operating
System
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No Advertisement words/
sentences
Rhetorical figures
Model Device
71 The features you love. Now
with more to love.
Repetition of words Mac OS Operating
System
72 Cashless made effortless Repetition of syllable Apple
Pay
Operating
System
73 Wireless. Effortless.
Magical.
Repetition of syllable AirPod Accessories
74 Perfect running partner
just got better.
Metaphor Watch
nike+
Smart
Watch
75 Know your runs. Run in
good spirit.
Personification Watch
nike+
Smart
Watch
76 Uniquely elegant. Brilliantly
scratch-resistant
Repetition of syllable Watch
edition
Smart
Watch
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Appendix 2: Samples of Advertisements
Samples of Advertisements
REPETITION
https://www.apple.com/macbook/
ENUMERATION
https://www.apple.com/iphone-se/
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SYNONYMY
https://www.apple.com/ipad-mini-4/
POLYSEMY
https://www.apple.com/iphone-x/
WORDPLAY
https://www.apple.com/ios/ios-11/
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HYPERBOLE
https://www.apple.com/iphone-8/
METAPHOR
https://www.apple.com/macbook-pro/
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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