Skripsi Mahasiswa - LINGUISTIC EXPRESSIONS IN COSMOPOLITAN MAGAZINE'S ADVERTISEMENTS

LINGUISTIC EXPRESSIONS IN COSMOPOLITAN
MAGAZINE’S ADVERTISEMENTS
A Final Project
Submitted in Partial Fulfillment of the Requirements
for the Degree of Sarjana Pendidikan
in English
by
Medyana Noor
2201411115
ENGLISH DEPARTMENT
FACULTY OF LANGUAGES AND ARTS
SEMARANG STATE UNIVERSITY
2017
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Karena sesungguhnya sesudah kesulitan itu ada kemudahan.
Sesungguhnya setelah kesulitan itu ada kemudahan.
-Q.S. Al-Insyirah : 5-6-
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ACKNOWLEDGEMENTS
First and foremost, I am sincerely grateful to the Lord of the world, Allah the
Almighty, for the blessing, health, unlimited love and gift, patience, strength, and
inspiration which are given to me during the writing of this final project.
I would like to express my deepest gratitude to Dra. Helena I. R. Agustien, M.A.,
Ph. D. and Rohani, S. Pd., M. A.,my advisors in providing the very valuable
guidance, advice, time as well as encouragement from the beginning until this
final project is completed.
I give million thanks to all lecturers of English Department of UNNES for giving
and sharing magnificent knowledge and precious lessons.
Most importantly, none of this would have been possible without the love of my
family. I am grateful to my beloved parents who always dedicate their love,
concerns, and encouragement for me throughout my study. No one is more
genuine than my most beloved family who never stop praying for me, showing me
that unconditional love does exist, supporting me emotionally and financially for
everything I do and always being home for me. I am also thankful to my beloved
brother and my beloved extended family for their huge support and care.
I have been incredibly blessed with humble and cheerful friends who have helped
me stay strong through this difficult year. The deepest thanks are dedicated to my
super best friends ever – Shufi Annisa Rahmah, Awwalia F. Izza and Nuki
Nurazizah for always being there, for the time to share, and for the unquestionable
friendship and love. I also wish my thanks to my one and only sister Anggraeni
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Nur Kusumasari for always giving me strength and supporting me until the end. I
greatly value their friendship and deeply appreciate their supports to me.
I am also thankful to my very special partnerRifanov Ardiansyah for the love and
support, comforting advice, exciting moments, jokes, and stories. I would like to
thanks people whose names cannot be mentioned one by one here for the help and
support given to me.
Finally, I hope that this research will be useful for the readers and encourages the
other researchers to conduct extensive research on text analysis.
Medyana Noor
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ABSTRACT
Noor, Medyana. 2017. Linguistic Expressions in Cosmopolitan Magazine’s

Advertisements. Final Project. English Department, Faculty of Languages
and Arts, Semarang State University. First Advisor: Dra. Helena I. R.
Agustien, M. A., Ph. D., Second Advisor: Rohani, S. Pd., M. A.
Keywords; Advertisement, Stylistics, Context of Situation, Figures of Speech,
Positive Negative Adjectives
This final project is a report on the stylistics analysis of printed advertisement.
This study aimed to describe the way the advertiser used the distinctive linguistic
expressions in the Cosmopolitan Magazine’s Advertisement. Since the
advertisement should attract the consumer as many as possible, the advertiser
needed to have a plan to find a solution of this problem in conveying the messages
through the advertisement.
In this study, the discussion was limited by finding out distinctive linguistic
expressions of the advertisement which can be used to convey meanings through
text and image. This research was a descriptive qualitative study. The object of
this study was printed advertisement collected from Cosmopolitan Magazine
United States Edition January to December 2014 Issue.
Before further analysing, the advertisements were sampled bylooking at the three
important composition of printed advertisement.After identifying the elements of
the printed advertisement, the stylistic analysis involved context of situation
analysis, lexicogrammar analysis, and semantic analysis to know the linguistic
expressions of the advertiser toward the advertised product in the Cosmopolitan
Magazine. The analysis revealed that in terms of context of situation, he advertiser
delivered persuasive text. The advertisement texts talked about the benefit and
usage of the product, the relation was temporary and used written mode.
Therefore, the advertiser was obliged to say persuasive statements to persuade the
reader as the consumer. The advertiser delivered the message of the product in
order to achieve the economic goal of the advertised product. The advertiser was
confident to give information to the reader about the benefit of the product.
Meanwhile, lexicogrammar analysis showed that the large parts of the clauses of
the text were positive adjectives which showed the good quality of the advertised
product. The semantic analysis showed that personification was the most frequent
figure of speech used in the advertisement text. In that sense, the advertiser
wanted to give the inanimate object the quality of living thing in order to make the
product had more value.
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TABLE OF CONTENTS
Page
COVER .................................................................................................... i
DECLARATION OF ORIGINALITY ................................................. ii
APPROVAL ............................................................................................ iii
MOTTO AND DEDICATION .............................................................. iv
ACKNOWLEDGEMENT ..................................................................... v
ABSTRACT ............................................................................................ vii
TABLE OF CONTENTS ....................................................................... viii
LIST OF FIGURES ................................................................................ xii
LIST OF APPENDICES ........................................................................ xiii
I. INTRODUCTION ........................................................................... 1
I.1 Background of the Study ................................................................... 1
I.2 Reasons for Choosing the Topic ........................................................ 5
I.3 Research Question ............................................................................. 6
I.4 Purpose of the Study .......................................................................... 6
I.5 Significance of the Study ................................................................... 7
I.6 Outline of the Research Report ......................................................... 7
II. REVIEW OF RELATED LITERATURE .................................... 9
II.1 Previous Studies ................................................................................ 9
II.2 Theoretical Background of the Study ................................................ 10
II.2.1 Stylistics......................................................................................... 10
II.2.1.1Language Style.............................................................................. 13
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II.2.1.2Types of Language Style............................................................... 15
II.2.2 Text and Context............................................................................ 17
II.2.2.1Context of Situation (Register)...................................................... 20
II.2.2.2Context of Culture(Genre)............................................................. 22
II.2.3 Style Marker.................................................................................. 24
II.2.3.1Visualisation.................................................................................. 24
II.2.3.2Lexicogrammar Level.................................................................... 26
II.2.3.3Semantic Level.............................................................................. 28
II.2.4 Advertisement ............................................................................... 29
II.2.4.1Cohesion of Advertising Text........................................................ 30
II.2.4.2Marketing Mix............................................................................... 31
II.2.4.2.1 Product...................................................................................... 31
II.2.4.2.2 Place.......................................................................................... 32
II.2.4.2.3 Price........................................................................................... 32
II.2.4.2.4 Promotion.................................................................................. 32
II.2.4.3Elements of Print Advertisement................................................... 33
II.2.4.3.1 Headline.................................................................................... 33
II.2.4.3.2 Body Copy................................................................................ 34
II.2.4.3.3 Slogan........................................................................................ 34
II.3 Framework of the Present Study........................................................ 36
III. METHOD OF INVESTIGATION ................................................. 37
III.1Qualitative Approach ......................................................................... 37
III.2Data of the Study ............................................................................... 40
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III.3Role of the Researcher........................................................................ 40
III.4Data Collection................................................................................... 40
III.5Unit of Analysis.................................................................................. 41
III.6Techniques of Analysis ..................................................................... 41
III.6.1 Multimodal Discourse Analysis..................................................... 42
III.6.2 Context of Situation Analysis........................................................ 43
III.6.3 Lexicogrammar Analysis .............................................................. 44
III.6.4 Semantic Analysis ......................................................................... 45
IV. FINDINGS AND DISCUSSIONS .................................................. 46
IV.1.....................................................................................................Findings
..........................................................................................................46
IV.1.1 Analysis Result of Each Advertisements....................................... 47
IV.1.1.1 Advertisement 1........................................................................... 47
IV.1.1.10......................................................................................Advertisement 10
...................................................................................................66
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...................................................................................................68
...................................................................................................70
IV.2........................................................................................Discussions of Findings
............................................................................................................ 71
IV.2.1 Context of Situation Analysis ....................................................... 72
IV.2.2 Lexicogrammar analysis ............................................................... 73
IV.2.3 Semantic analysis .......................................................................... 73
V. CONCLUSIONS AND SUGGESTIONS ...................................... 75
V.1 Conclusions ....................................................................................... 75
V.2 Suggestions ........................................................................................ 78
APPENDICES ......................................................................................... 79
BIBLIOGRAPHY ................................................................................... 102
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LIST OF FIGURES
Figure Page
2.1 Framework of the Study...................................................................... 36
4.1 Advertisement of Olay Total Effect CC Cream.................................. 47
4.2 Advertisement of Garnier Oil Beauty................................................. 49
4.3 Advertisement of Simple Illuminating Cream.................................... 52
4.4 Advertisement of Garnier Ultimate Blends........................................ 54
4.5 Advertisement of L’oreal Elvive Fibrology....................................... 56
4.6 Advertisement of Herbal Essences..................................................... 58
4.7 Advertisement of Biore Deep Cleansing Pore Strip and
Pore Unclogging Scrub....................................................................... 60
4.8 Advertisement of L’oreal Sleek It Iron Heatspray............................. 62
4.9 Advertisement of Olay Regenerist Luminous.................................... 64
4.10Advertisement of Neutrogena Pore Refining Exfoliating Cleanser... 66
4.11Advertisement of Olay Regenerist Micro-Sculpting Cream.............. 68
4.12Advertisement of Maybelline Dream Wonder Fluid-Touch
Foundation.......................................................................................... 70
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LIST OF APPENDICES
Appendix Page
1. List of Product Advertisement............................................................ 80
2. Lexicogrammar Analysis: Finite........................................................ 86
3. Lexicogrammar Analysis: Adjective.................................................. 91
4. Semantic Analysis: Figure of Speech................................................. 95
CHAPTER I
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INTRODUCTION
This chapter is divided into six parts: background of the study, reasons for
choosing the topic, research questions, purposes of the study, significance of the
study, and outline of the report.
1.1. Background of the Study
Language is one of the valuable products of culture created by human beings.
Human beings created a means by which they can exchange information as well
as feelings. The needs to exchange information and feelings make people
interact. This process of human interaction is called communication.
Communication can be seen as information transmission process. The simple
process of communication consists of the source or the sender, the message, the
channel, and the receiver (Berlo 1960). The level of communication process is
divided into six parts, they are intrapersonal, interpersonal, intragroup,
intergroup or association, institutional or organization and society-wide
networks or mass communication (McQuail 1987).
Language communication can be done in two different modes: spoken
mode and written mode. These two different modes are the media of
communication. They are different communication systems which are used to
convey different
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form of language. Spoken mode is coded in sound, while written modes is coded
in symbols. The success of communication in speaking is determined toward the
second person. Its information is conveyed directly to the second person. While
the way printed information is conveyed by printed media, so it is possible that
communication happen indirectly between the first person and the second
person. In terms of style, spoken and written language carry different aspects.
On the one hand, spoken language tends to be dynamic and context dependent,
use complex sentence structure with low lexical density, and use non-standard
grammar. On the other hand, written language tends to be synoptic and context
independent, use simple sentence structure with high lexical density, and use
standard grammar.
The language of advertising is used to convey information from producer to
consumer including advertisements. Advertisement is one example of mass
communication that is a process in which a person or a group of people sends a
message through a communication channel including television, radio,
magazine, newspaper or social media to large group of people. The aim of
advertisements is to enhance the visibility of the products and services among
the consumer, to attract reader’s attention or to increase consumer’s awareness,
affect the reader and persuade them to use and buy the product. Advertisement
runs three functions. First, as the information that is to inform the product,
characteristics, and selling location. Second, as the persuasion that is to persuade
the consumer to buy certain brand. Third, as the reminder that is to remind the
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consumer about the product so that they keep buying the product being
advertised (Lee and Johnson 2007). So the advertisement needs to be made as
interesting as possible. The purpose of making advertisements is to introduce a
new product to the consumer, to boost sales, to expand brand, product, or
services awareness for the producer in gaining profit. The characteristics of
advertisements are interesting and unique. The uniqueness of advertisement
language becomes the characteristics to make the reader to do as it said on the
advertisements. The characteristic of advertisement language is shown through
its language style that is used in printed advertisements and also the appropriate
diction to convey meaning, so that the advertisements could reach the target.
Nowadays, people use multimedia. Multimedia is the combined use of several
media including video, images, audio, text that can be accessed interactively. In
short, it can be described as multiple forms of media and content.
Advertisements are presented through two media, printed media, and electronic
media. Press advertisements (printed media) involve newspaper, magazine,
tabloid, and so on. A magazine that is published internationally is Cosmopolitan
Magazine. Cosmopolitan magazine is an international fashion magazine for
women. It was first published in 1886 in the United States as a family magazine.
It is published by Hearst Magazines, Cosmopolitan has 64 international editions,
and printed in 35 languages and distributed in more than 100 countries. Its
slogan is “Fun, Fearless, Female”. Its content include articles on women’s
issues, relationship, careers, celebrities, fashion, beauty, and advertisements. It
has a variety of advertisement such, fashion, make-up, perfume, and others. In

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advertisement, combination of words and visualization are important in order to
attract the reader with the display of the advertisement. Language being used is
simple, understandable, and interesting. It is used as attraction for the reader to
buy or utilize a product or service that is offered.
The society could accept and respond the information or messages well if the
advertisement is presented communicatively and persuasively. In essence,
advertisements should be understandable and interesting, because it appeals to
some aspect of reader’s personality to make them believe its product will make
them healthier, prettier, more comfortable, etc. It uses carefully chosen and
positive language. The choice of language conveys certain meaning that is
vitally important because the intention of it is to influence people. It has a
powerful influence over people and their behavior. The language use in
advertisements should be adjusted with the consumer’s needs and taste, because
it will affect consumer’s interest toward the product that is advertised instead of
the product’s quality. In this case, linguistics and non-linguistics features
determine the success of the advertisements (Wing 2001).
There are several ways of using advertising language in order to make good
advertising. Because the aim of advertising is to persuade, so that advertising use
the language of persuasion. The language of advertising commonly use
adjectives, compound words, unique sentence structure, and figure of speech.
One of the ways to make good advertisement is by combining the figure of
speech into the message of the advertisement. The more creative the message is
the more the advertisement could gain the consumer’s attention. It can create
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more imaginative aspects in advertising and it is able to gain reader’s attention
and build product interest. For example, “Play with your beauty” from make-up
advertisement, the advertiser used personification to show imaginative feature of
the beauty as human ability. The phrase implies as if beauty is personified. It
uses beauty as substitution of human being who you can play with. Creating the
message in the advertisements using this techniques could make the
advertisements more interesting and attractive than using simple sentence with
ordinary words and literal meaning (Bernstein 1974).
This study analyses the distinctive expression in language, how the style
expresses the distinctive linguistics expression in advertisements of
Cosmopolitan Magazine considering that the advertisements are more interesting
to be seen because of the visualizations and words.
1.2. Reasons for Choosing Topic
In this study, I’m interested in analyzing the distinctive linguistic expressions in
Cosmopolitan Magazine’s advertisements. Here are several reasons why I am
interested in investigating these advertisements. First, language has a powerful
influence over people. The choice of language to convey specific messages with
the intention of influencing people is vitally important. The language of
advertising is normally very positive. It emphasizes why one’s product stands
out in comparison with another. So that, the language of advertising has its own
style.
Second, advertisement is a form of communication that is used to persuade the

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audience (viewers, readers, or listener) to take actions with the products, ideas,
or services. It uses chosen, positive language. It appeals to some aspect of the
reader’s personality. Moreover, it tries to make the readers believe that its
product will do them good.
Third, these advertisements are published in Cosmopolitan Magazine.
Cosmopolitan Magazine is one of monthly media that has big circulation. It is an
international monthly media with high quality product. Furthermore, it takes
huge advertisements fund.
I want to find out about distinctive linguistic expressions that are employed by
the advertiser in Cosmopolitan Magazine’s advertisement because it is a
sophisticated and popular magazine. Since the linguistics expressions vary, I
want to know what kind of distinctive linguistic expressions that are used in the
advertisement.
1.3. Research Questions
In order not to discuss something irrelevant, this study has been limited by
presenting and focusing the attention to the following problem:
1. What kinds of distinctive linguistic expressions are employed by the
advertisers?
1.4. Purposes of the Study
Based on the formulated problem above the objectives of this final project is to
find out the distinctive linguistic expressions are used by the advertisers’ in the
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Cosmopolitan Magazine.
1.5. Significance of the Study
The writer will divide the significance of the study into three parts, they are
theoretically, practically, and pedagogically. Here are the significance of this
study:
(1) Theoretically, the study may be contribute to the area of stylistic or
linguistic expressions in advertising.
(2) Practically, the study can provide some guidance for advertisements maker
how to make a good advertisement applying various linguistic expressions
or different stylistic strategies in order to make the advertisement more
interesting and attractive. Moreover, it will also benefit those who are
interested in the use of stylistic in advertisements and extend their idea of
using different types of figures of speech for different types of products.
(3) Pedagogically, the results may raise awareness regarding the linguistic
expressions in the same area of stylistic in the teaching of writing.
1.6. Outline of the Report
The researcher divided this study into five chapters:
1. Chapter I is the introduction, which contains the background of the study,
reasons for choosing the topic, research questions, objectives of the study,
significance of the study, and outline of the report.

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2. Chapter II is the review of the related literature which contains the previous
study, review of the theoretical study, and the theoretical framework.
3. Chapter III is the method of investigating, which consists of qualitative
approach, data of the study, role of the researcher, data collection, units of
analysis, and techniques of analysis.
4. Chapter IV is the findings and discussion, which consists of the description
and analysis of the research data.
5. Chapter V presents the conclusion and suggestion.

CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter covers review of previous studies and the relevant literature related
to the study which consist of stylistic, language styles, text and context, linguistic
description and advertisement in general . The last, the chapter is closed with
theoretical framework of the present study.
2.1. Review of the Previous Study
Analysis of language styles is not a new thing for analyst in literary field. There
are several analysts who already have done several studies on language style in
advertisements. There is a previous study similar with this final project. It is
entitled “The Stylistics Analysis of the Magazine Advertisement----Atkins
Chocolate Chip Granola Bar” by Min Li (2009). In this study, the writer
attempted to investigate the advertisemnet from the aspects of linguistics
description, textual analysis and contextual analysis by the application of modern
linguistics theory and stylistics analysis pattern in order to find out the general
stylistics characteristics of the advertisement.
There are similarity and difference between both studies. First, the similarity is
both of studies analyze advertisements. It analyses a form of communication that
is used to persuade the consumer to take action of the product Second, it is also
analysing the language styles or stylistic devices that are found in the
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advertisements. Third, it is advertised using multimedia which combines several
media including video, audio, images or text that can be accessed interactively.
The choice of language that is used in advertisement may vary. Fourth, in terms of
linguistics features, the advertisement use simple present tense, so the reader
could understand its content easily. The difference is on the quantity of the object
of the study and the aspect that are investigated. The previous study analysed the
aspect of linguistic description, textual and contextual analyses of one
advertisement thoroughly, while this study analyses the aspect of linguistic
description and contextual factors of several advertisements in Cosmopolitan
Magazine. Even though both studies analyse printed advertisement on the
magazine, but the advertisement being analysed is a different type. The current
study analyse about the women things. Since it is a woman fashion magazines, the
advertisement are about fashion, cosmetics and accecories, while the old study
typed in food advertisement.
2.2. Review of the Theoretical Study
2.2.1. Stylistics
Stylistics analysis deals with stylistically certain features occuring in a text.
Stylistics is concerned with the study of style in language. Peter Verdonk (2002)
concludes that “So stylistics, the study of style, can be defined as the analysis of
distinctive linguistic expression in language and the description of its purpose and
effect.” A linguistic expression can be referred to any physical form like sound,
visual image or sequence thereof that is used to represent linguistics unit. A

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linguistic expression may be spoken or written. It is distinct from the actual
process of speaking or writing that produce the expressions. Abrahams (2000)
claims that “Style has traditionally been defined as the manner of linguistic
expression in prose or verse – as to how speakers or writer say whatever it is that
they say.”
Meanings are objects. Linguistic expressions are objects. Linguistic

expressions have meanings (in them). In communication, a speaker sends a
fixed meaning to a hearer via the linguistic expression associated with that
meaning. On this account it is possible to objectively say what you mean, and
communication failures are matters of subjective errors: since the meanings
are objectively right there in the words, either you didn't use the right words
to say what you meant or you were misunderstood." (Lakoff & Johnson
1980:206)
In other word, stylistic is the study of varieties of language which positioning its
language in context, for example the language of advertising, politics, religion
and so on. Style can also be defined as the use of language in certain context and
certain situation by certain people. Style does not always follow the stuctural
grammar because sometime it differes from the standard form. Because of the
difference on its structural grammar, style has no rules. Nevertheless, it affects
the writing and it can make the relation between the writer and reader stronger
and make their awareness higher. Therefore, in certain situation, style could be
associated with relationship between the participants. In making stylistics
analysis, it should focus on feature which grasp reader’s interest and which differ
from the standard forms. Leech and Short (1981:48) define that “ the features are
regarded as forgrounded elements and are caused by parallelism and deviation;
deviation may be either qualitative, it judges an anomaly in language principle, or
quantitative in which deviance of expected frequency is analysed.”

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Stylistics can be applied to an understanding of literature as well as linguistics.
Therefore, stylistics looks at what occurs in language: what the linguistics
associations are that the language style shows. Leech (1981:13) explained that
”stylistics, simply defines as the (linguistic) study of style, is rarely undertaken
for its own sake, simply as an exercise in describing what use in made of
language.” While Simpson (2004:2) states that “the definition of stylistics is a
method of textual interpretation in which primacy of place is assigned to
language.” In short, stylistics is a study learning about style of a language.
The language style use can be defined as making up something with the use of
beautiful, playful and artistic words, so the readers may feel the creativity in
language usage. “The aim of studying language is to explain something, and in
general, literary stylistics has, implicitly, the goal of explaining the relation
between language and artistic function” (Leech 1981:13). Still in the same term,
Simpson (2004:3) states that “doing stylistics is to explore language, and more
specifically, to explore creativity in language use. ”Doing stylistics thereby
enriches our ways of thinking about language, and as observed, exploring
language offers a great contribution on our understanding of (literary) texts.
Language style is the way to express the writer's feeling and thought through
beautiful, playful and artistic choice of words that will show the writer’s
personality. So that the advertiser frequently uses various types of language style
to make the advertisement lively and to catch attention from the reader.
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Style in general is a subjective quality that represents a person or it may be a kind
of expression that identifies a person with a cerain group. Stylistics could be said
as typical language features use in written or spoken language which is
appropriate in certain situation. Nevertheless, the study of stylistics appreciate
substandard distinctive features.
2.2.1.1. Language Style
Language style in rhetorical is known as styles. Language styles or styles become
a part of diction or choice of words discussing whether or not the use of word,
phrase or clause is suitable deal with certain situation. Therefore, the issue of
language styles cover all linguistics features: choice of words, phrase, clause,
sentences, even a whole discourse. “Styles or language styles are limited as the
way to express thought through language characteristically that reveal the soul and
the writer’s personality” (Keraf 2009:113).
Nowadays, advertising is full of the way to present the product and what medium
that is used to promote the product. Therefore, it needs creative strategy in case of
competing in the market; one of each is using language styles in the text of
advertisements to give interesting impression on the presented advertisements.
According to Sudjiman (1990:33), “language styles is the way to express thought
and feeling with words in the form of written or spoken.”Kridalaksana (2001:25)
adds that “The explanations of language styles widely are first, people exploit the
property of language in speaking and writing. Second, the use of certain style or
type to obtain certain effects. Third, overall of writer’s language characteristics.”

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Based on those opinion, it can be concluded that language styles is the way to
express thought and feeling through typical language to obtain certain effects. So
that, what is being expressed becomes clear and has appropriate meaning.
A good language style should contain three elements: honesty, manners

and interesting. Honesty in language is to follow the rules, or the
principles well and correctly. Words usage that is unclear and unfocused,
and sentence usage that is complicated lead to dishonesty. Speakers or
writers do not state their thought straightforwardly; they seem hiding
their thought behind the unclear word chain and complicated sentence.
Language is a communication tool. Therefore, language should be used
by considering the principle of honesty (Keraf 2009:113)
What is meant by manner is to appreciate and respect the people whom we talk to,
especially listener or reader. In language style, respect is manifested through
briefness and clarity. Briefness is measured within word and sentence
grammatical structure, the use of figurative language and comparison, sequence of
ideas logically. Clarity uses words efficiently, exclude two or more words that are
synonym loosely and exclude no necessary word repetition. Both clarity and
briefness is important as manner measurement.
Briefness and clarity should become a basic and early step. But, language style
should be interesting. An interesting language style can be measured through
these several components: variation, good humor, good understanding, vitality,
and imaginative.
Language style can be reviewed from various points of view. So far, the idea of
language style is differentiated into two aspects: non-linguistics aspect and
linguistics aspect.
In non-linguistics aspect, style is divided into seven points: based on

the writer, mass, medium, subject, place, attendant and goal. While in
linguistics aspect, language styles is divided into four points: language
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style based on the choice of words, language style based on the tone
which is implied on the text, language style based on the sentence
structure and language style based on the direct or indirect meaning
(trope or figures of speech) (Keraf 2009:115-116)
Keraf (2009:117-145) also divides language style into several aspects and
points.
Language style based on the choice of words covers formal, informal,

conversation. Language style based on the tone covers simple language
style, glorious and vigorous language style¸ intermediate language style.
Language style based on the sentence structure have several points, there
are climax, anti-climax, parallelism, antithesis and repetition. While
language style based on the direct and non-direct meaning (figures of
speech) are divided into two main groups: rhetorical style and figurative
language. Rhetorical style covers alliteration, assonance, apostrophe,
ellipsis, euphemism, hyperbole. While figurative language covers simile,
metaphor, personification, metonymy, pun, etc
2.2.1.2 Types of Language Style
Language style in rhetorical is known as styles. Language styles or styles become
a part of diction or choice of words discussing whether or not the use of word,
phrase or clause is suitable deal with certain situation. Therefore, the issue of
language styles cover All linguistics features: choice of words, phrase, clause,
sentences, even a whole discourse. “Styles or language styles is limited as the way
to express thought through language characteristically that reveal the soul and the
writer’s personality (Keraf 2009:113).”
Nowadays, advertising is full of the way to present the product and what medium
that is used to promote the product. Therefore, it needs creative strategy in case of
competing in the market, one of each is using language styles in the copy of the
advertisements to give interesting impression on the presented advertisements.

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According to Sudjiman (1990:33), “language styles is the way to express thought
and feeling wih words in the form of writen or spoken.” While Kridalaksana
(2001:25) describes that “The explanation of language styles widely are first,
people exploit the property of language in speaking and writing. Second, the use
of certain style or type to obtain certain effects. Third, overall of writer’s langauge
characteristics.”
Based on those opinion, it can be concluded that language styles is the way to
express thought and feeling through typical language to obtain certain effects. So
that, what is being expressed becomes clear and has appropriate meaning.
Keraf (2009:113-115) mentions that “A good language style contains three
elements: honesty, manners and interesting.” “Honesty in language is to follow
the rules, or the principles well and correctly” (Keraf 2009:114). Words usage that
is unclear and unfocused, and sentence usage that is complicated lead to
dishonesty. Speakers or writers do not state their thought straightforwardly; they
seem hiding their thought behind the unclear word chain and complicated
sentence. Language is a communication tool. Therefore, language should be used
by considering the principle of honesty.
“What is meant by manner is to appreciate and respect the people whom we talk
to, especially listener or reader” (Keraf 2009:114). In language style, respect is
manifested through briefness and clarity.Briefness is measured within word and
sentence gramatical structure, the use of figurative language and comparison,
sequence of ideas logically. Clarity uses words efficiently, exclude two or more
words that is synonym loosely and exclude no necessary word repetition.

17
Language style can be reviewed from various point of view. So far, the idea of
language style is differentiated into two aspects: non-linguistics aspect and
linguistics aspect. In non-linguistics aspect, style is divided into seven point:
based on the writer, mass, medium, subject, place, attendant and goal. While in
linguistics aspect, language styles is divided into four points: language style based
on the choice of words, language style based on the tone which is implied on the
text, language style based on the sentece structure and language style based on the
direct or indiret meaning (trope or figures of speech).
2.2.2 Text and Context
In everyday social life, people chat to their family members, organize children for
school, read the paper, speak at meetings, serve customers, follow instructions in a
booklet, make appointments, surf the internet, call in a plumber, unburden
themselves to therapists, record their day's thoughts and activities in a journal. All
of these are activities which involve language, (Eggins, 2004:1). Based on the
examples that are given by Eggins, we can deduce that by doing communication,
it helps us to share our ideas, interact with others, convey meanings, establish a
good relationship, and show the stance or our point of view about something.
Every time we speak or write, we exchange meaning and we are also constructing
a text. The meaning of a text can be defined as a piece of language in use;
“language that is functional” (Halliday and Hasan, 1985:10). Language carries
function to find out the meaning within those certain choice of words in a text. A
text represents the idea of the writer or speaker that can be either written or
18
spoken. Crystal (1992:72) as cited by Nunan (1993:6) offers the definition on the
term ‘text’, “a piece of naturally occurring spoken, written, or signed discourse
identified for purposes of analysis. It is often a language unit with a definable
communicative function, such as a conversation, a poster”. Gerrot and Wignell
(1994:158) also explain that “speaking and writing are manifestations of the same
linguistic system but in general they encode meaning in different ways because
they have evolved to serve different purposes”. It means that spoken language has
its own rules and regularities that do not always conform to written language.
Written text deals with the language text. A written text is identified as a text
which is constructed when a person is conveying his idea through written form,
for instances newsletter, short story, novel, etc. Meanwhile, spoken text is
identified as a text which is constructed when a person conveys his idea through
verbal communication and refers to language exchanges in which language
strongly accompanies action. For example, a conversation between a boss and his
staff in the office, dialog among a servant and a customer, chat between a buyer
and a seller, etc. The greater distance may emerge between participants. The
participants do not communicate directly but rather indirectly. Furthermore, the
inspection of written language is easier to carry out than the study of oral text.
Halliday and Hasan (1985:6) have a notion that text is meant “any connected
stretch of language that is doing job in some context”. The length of the text is not
important, as long as the text collects meanings that are appropriate to its context.
What is important is that a text is harmonious collection of meaning appropriate to

19
its context. This unity of purpose gives a text both texture and structure. Texture
comes from the way the meanings in the text fit coherently with each other. While
structures refer to the way that pieces of language in use will contain certain
obligatory structural elements appropriate to their purpose and context. As a
result, different context has different meaning.
Certain texts always connect to certain contexts. “The context is in the text”,
(Eggins, 1997:7). Eggins (1994: 7) also states that “our ability to deduce context
from text is one way in which language and context are interrelated”. From those
statements, as a means to convey meanings, language has double functions. Those
are to deduce context from the text and to produce text based on the given context
accordingly.
Language and context give contribution to each other to be identified. On the one
hand, we are able to identify the context of a text by paying attention to the
language applied. On the other hand, by knowing the context of a text we are able
to predict the language that might be used. Thus, the use of language is never
inseparable with the context surrounds it and the meanings it conveys. For
example, in a situation as formal as a governmental official meeting, such
informal language is less likely to be uttered. The grammatical slang like “ain’t” is
rarely found since it reflects the informality which does not match with the
context of formality in a governmental official meeting. Additionally, the
vocabulary employed is predictably dealing with the government whereas the
vocabulary of machinery and mechanical stuffs is unlikely found.

20
The ability to predict context from text and vice versa is essential for the skill of
producing an effective and appropriate text. It is very helpful in deciding which
language is effective and appropriate to be used based on the context given.
Moreover, it also contributes to the ability in understanding a text. As Gerot and
Wignell (1994:16) confirm:
The ability to predict from context to text is critically important for text
production (speaking or writing) and the ability to predict from text to
context is essential for text comprehension (listening or reading). To
understand something of the text-context relationship is to understand
something of how literacy is possible.
According to Eggins (1994:9), “systemicists divide context into a number of
levels, with the most frequently discussed being those of register (context of
situation) and genre (context of culture)”. Based on this statement, it is clearly
obvious that all meanings in a text are situated in a context of situation and a
context of culture. These contexts play a big role in the text construction. Both of
them are considered necessary for the adequate understanding of the text.
2.2.2.1 Context of Situation (Register)
Halliday and Hasan (1985:46) define “context of situation is the immediate
environment in which a text is actually functioning”. Context of situation is a
useful term to cover the things going on in the world outside the text which make
the text what it is. There are three variables within any context of situation which
largely determine the language choices that are made in the construction of any
language text. These variables function together and are responsible for the
configuration of language features found in any text.

21
According to Gerot and Wignell (1994:11), context of situation can be specified
through use of register variables:
1) Field refers to what is going on, including activity focus (nature of social
activity) and object focus (subject matter).
2) Tenor refers to the social relationships between those taking parts. These are
specifiable in terms of status or power (agent roles, peer or hierarchic
relations), affect (degree of like, dislike or neutrality), contact (frequency,
duration and intimacy of social contact).
3) Mode refers to how language is being used, whether the channel of
communication is spoken or written and language is being used as a mode of
action or reflection.
From the statements above, it can be said that in reconstructing the context of the
text we can use at least these three basic questions: (1) what is the topic of the
text, (2) who are involved, (3) and how the language is being used, written or
spoken and formal or informal. In addition, Halliday and Hassan offer a concept
on how to analyse field, tenor and mode using Contextual Configuration. A
contextual configuration is a specific set of values that realizes field, tenor or
mode (Halliday and Hasan, 1985:55).
(1) Field
It can be divided into three areas:
(1) Experiential Domain, or what the text is about;
(2) Goal Orientation, or what the text is for;
(3) Social Activity, or what the text is doing.

22
(2) Tenor
There are three basic factors within tenor, they are;
(1) Agentive Role, or the institutional (or not) roles of the participants, such as
doctor/patient, teacher/student, etc.;
(2) Social Role or the power relationship between them which may be
hierarchic or non-hierarchic and includes expert/novice and also conferred
social status and gender, etc.;
(3) Social Distance, or the amount or nature of contact the participants may
have, which ranges from minimal (close friends) to maximal (formal
settings).
(3) Mode
The mode is generally divided into three main areas, they are;
(1) Language Role, or how important is the language in this context, is it
ancillary (not important) or is it constitutive(the central element in the
context);
(2) Channel, which may be either phonic or graphic;
(3) Medium, which may be either written or spoken.
2.2.2.2 Context of Culture (Genre)
A text also provides information not only about what was happening at the time in
any kind of linguistics interactions but also about the total cultural background of
the participants. All of these play a part in the interpretation of the meaning.
Halliday and Hasan (1985:46) explains “any actual context of situation, the
23
particular configuration of field, tenor, and mode that has brought a text into
being, is not just a random jumble of features but a totally – a package, so to
speak, of things that typically go together in the culture”.
Context of culture is in which language interaction takes place. The context of
culture incorporates the attitudes, values and shared experiences of any group of
people living in one culture. It influences the purpose of constructing the text.
Gerot and Wignell (1994:10) state “context of culture determines what we can
mean through, such as being (who we are), doing (what we do), and saying (what
we say)”. Halliday and Hasan (1985:49) also define “context of culture as the
institutional and ideological background that give value to the text and constrain
its interpretation”.
The language one uses is different when the cultural background is not the same
accordingly. It affects what is appropriate from one people to others, also in terms
of language applied. For example, Javanese people never call those with higher
hierarchy by mentioning merely the first name. Javanese people use the title of
addressee or the hierarchy status. The omitting of them leads to considerably
inappropriate language use. Thus, we can conclude that the concept of context of
culture leads to the culturally acceptable use of language.
To be able to use culturally acceptable language, the concept of genre is
employed. The genre arises in social interaction to fulfill humans’ social purposes
(Gerrot and Wignell, 1994:190). The concept of genre defines the way and
structure of the meaning should be conveyed. In Eggins (1994:26), Martin
proposes explanation of genre; “a genre is a staged, goal-oriented, purposeful

24
activity in which speakers engage as members of our culture”. An easily example
of linguistics genre that shows obvious stages is recount text. Recount text has its
own particular order that consists of Orientation, Event(s) and Reorientation
(Gerrot and Wignell, 1994:194). The authors cannot reverse this scaffold
arbitrarily, because it will not be called a recount text if not in accordance with the
particular order.
There are many other such processes defined by a culture. For example we might
identify the seminar as a genre in our own culture, with identifiable stages in a
particular order. For example we can determine the stages by identify it as an
occasion to discuss something and therefore understand it as a purposive behavior,
such as introductions of the expert who become the speaker, explanation of the
materials, and questions addressed to the expert at the conclusion.
2.2.3. Style Marker
2.2.3.1. Visualisation
The visual effect of printed advertisement plays an important role, since it enable
to show image or visual to reader from the page. It helps to set story or introduce
an appearance of the product, in order to be fast recognized among other
competitive products. Arens and Bové (1989:292) stated, “ The visual carries such
a grate deal of responsibility for the success of an advertisemnet, it should always
try to offer story appeal.” Vestergaard and Shroder (1985:39) state that “Images
such as an icon, an index and a symbolused in advertising are considered as a
division of signs in term of decreasing degrees of naturalness.”An image or

25
illustration is used as attention-seeking devices, because an image or picture may
be explored at once than the verbal text on the advertisement. “Icon represents
similarity between symbol and object and between form an meaning. Icon reflects
similarity of physical properties or similarity in use” (Hermerén 1999:72).
Hermerén (1999:72) points out that “Symbol is a sign, which represents somehing
else.” According to Lee and Johnson (2007:70),“there is a creative consept behind
every good advertisement, a big notion that makes the message different, captures
attention, and easy to remember. ”To make an advertisement becomes affective, it
should contain of a big notion that catch consumer’s attention, get the reaction,
and separate promoted product or service from other competitor. Even a great
notion is hard to present, but some of the notion produces advertisement that are
easy to remember and effective. “An appeal uses emotional message and is
designed around the imagae that is expected to create response based on sense and
attitude” (Lee and Johnson 2007:179). Advertisers could use emotional appeal in
their advertisement strategic. Humour appeal or other appeal that are entertaining,
exciting, affect consumer’s emotion and make them in beneficial frame of
thought. “Advertisement appeal refers to an approach that is used in advertisement
to attract attention or interest from consumers and affect their emotion on the
promoted product or service” (Lee and Johnson 2007:179).
Since visualisation plays important role in printed advertisement, it is needed to
use the visualitation in the analysis to see how it affects the advertisements itself.
The image election such as symbol, icon, index and etc on the advertisement
should be calculated carefullly since it is something that will make the reader
26
impresses about the idea of the advertisment itself. To see how effective the image
shown in the advertisement, it is considered to know the reader’s attention. How
they react to the advertisement or does it increase the sale.
2.2.3.2. Lexicogrammatical level
This will focus to certain features which is important characteristics of the
analysis. The present tense is commonly used in the advertisements. Using present
tense in the advertisements tends to signify the quality of the promoted products.
At the same time, it is easier for the reader to understand the purpose of the
product.
The analysis will draw attention to certain features.
Starting with investigating the intersentence relationships, where the

sentence is linking features recognized are ellipsis, presence or
absence of anaphora and repetition or words, through sentence
typology, where complete and incomplete sentences and their
components are discussed. Then, clause typology is inquired where
elements of structure are realised, the proportion of nouns to verbs,
frequency pronouns. After that, a group of typology that considers
complexity of phrases, occurence of pre- or post- modification and
adverbial intensifiers,examination or finite or non-finite verbs, their
passive form or contraction follows. To the last investigating area of
word typography-morphology where word formation, origin of lexis
and collocations is the subject matter of morphology study (-
editedCrystal and Davy 1969:43-56)
According to Eggins (1994:2) “functional grammar is an approach to language
which centered on how people use language with each other in accomplishing
everyday social life”. In this case, how the advertiser views language to make
meaning and how the advertiser express their purpose in the advertisement in
order to get the reader could give feedback on what they expression are very
important. The analysis also deals with the grammatical analysis of the printed
27
advertisement. Why it tends to use present tense rather than past tense or future
tense. From that features of the grammatical level, how effective are that on
reader’s interest to make a move or purchase on the promoted product or not.
Creating language needs formation of words. A word carries its own meaning.
Some single word that are combined may deliver different meaning than an
intepreted word.There are several common processes of word-formation, such as
affixation or derivation (adding a prefix or suffix to an existing word to create),
compounding (combining two or more words based as a unit to form a new single
word), blending (combining parts of two or more words to create a new word),
and clipping (reducing or shortning a word without changing its meaning). Leech
(1969:44) points out:
The purpose of neologism does not just contribute to compression and

economy, which is very important in advertising, but it implies the
wish to recognize a concept or property which language can express
only by phrases or clauses.
While Goddard (2002:74) states that”Vocabulary is carefully chosen to promote
positive associations.” In the fields of advertising, adjectives are considerably
represented word class as they convey a positive or negative meaning. “Adjectives
are pertinent in advertising as they convey a positive or negative affective
meaning” (Delin 2000:133). Its function is to describe specific quality and feature
of the product.Adjectives is word class typical, in contrast often omitting the verb,
while monosyllabic words are used frequently.
This part of work will be concerned with typical characteristics of the vocabulary
of advertising and most commonly used figures of speech. The advertiser should
sort these parts carefully such as verb phrase, noun phrase, adjectives, formation
28
of new words or phrases, collocation in order to make a great advertisement. The
election of lexical feature on the advertisment is important. It needs to be made as
good as possible with careful decision to grasp the attention and interest from the
reader and also to increase sales.
2.2.3.3. Semantic Level
Semantics is a study of the linguistics meaning of a text over and above the
meaning of lexical items taken individually” (Crystal and Davy 1969:19). Similar
to that, Leech (1966:156) states that “Semantics as the art of conveying meanings
which contributes to the selling effectiveness of an advertisement." Semantic also
knowns as the study of meaning of linguistic expressions. The language used as in
advertisement to achieved an effect on an audience especially through the use of
words with double meaning (connotation and denotation). Sometimes the text on
the advertisement use either connotation or denotation. The advetiser wants to
make the reader imagines how good the promoted product is through the artistic
words.Linguistics expressions has its literal meaning. It denotes what it means
according to common or dictionary use. The same linguistics expression,
however, may have its figurative meaning. It connotes additional meaning and
evokes associations. Connotative meanings depend on individual’s previous
experience. Therefore, the same expression connotations will differ from
individual to individual. Furthermore, the same denotations can have different
connotations in different context. Vestergaard and Schroder (1985:68) believe that
“advertising language, the most frequent word for ‘acquisition of product’ is ‘get’,
29
and not ‘buy’, because ‘buy’ has some unpleasant connotation, like ‘money’ and
the parting with it.”
2.2.4. Advertisement
Advertising has become the part of today’s life. From everywhere around us,
advertisements from many kinds of types overflow our life. Advertisement has an
attractive charm that is able to intoxicate the consumer with its unique marketing.
The market of advertising caused intention and interest in linguistic aspect of
advertising. People begin to describe the advertisement, to analyze the linguistics
means, to find out the principles to improve the techniques with the purpose to be
unique and attractive.English enables the advertisement maker to use many kinds
of linguistics aspects such as, word puns, figurative language, type of texts, styles,
etc.
Advertisement is a form of marketing communication that is used to promote or
sell products or services. “Advertisement is a commercial and nonpersonal
communication about an organization and its product that is transmitted to the
public through mass media including television, radio, newspaper, magazine,
direct mail, or public transportation” (Lee and Johnson 2007:3). Cook (1996:182)
adds that “Advertising is not some external curiousity which we examine, from
which we are separate and superior, but something of which we are part, and part
which is part of us”. Advertising is an inevitable part of our modern society which
its feature is its competitive fight against other products. It is everywhere around
us, we can found it in newspapers, magazines, billboards, television, radio, even

30
on the internet and any place to distribute or promote its product. The effects of
the advertising affect us whether we like it or not.
Generally speaking, advertising is a means of product, idea, service or
organization promotion on the market with the purpose is to give information and
to persuade people of the benefit of the products and persuade them to take action
by purchase the product or service.
2.2.4.1. Cohesion of Advertising Text
To achieve the unity and continuity of the text, Halliday and Hasan (1976) state
that “English sentences can be linked in various ways, among which repetition of
an element and back reference by means of pronouns are among the more
important.”other techniques, for example, synonymy, alliteration, repetition,
parallelism, conjuction and other figurative languages are used to form or join
sentences together. These ‘sentence signals’ is called cohesion. Widdowson
(2000;125) defines cohesion as “The ties that connect up units of language to
form text.” He adds, “the repeated pattern provides a kind of texture to the text,
sets up a kind of connection or cohesion across the sentences” (Widdowson
2000:38). Here is a given example of cohesion in advertising text:
“Stay active: Tampax protects so well. It even prevents odours. Mother

Nature won’t stop your fun, thanks to its Double Protection System with
absorbent core and protective skirt.”
Wee see that the main subject that everything derives from Tampax. In the second
sentence by the pronoun ‘it’ and in the last sentence by the possesive pronoun
‘its’. Those are cohesion devices that are used to prevent unnecessary repetition in
text. The advetiser wants to gather attention in the first sentence, and then
31
enlighten product’s superiority in order to induce the impression that the product
is the good solution for given situation.
Multimodality can be defined as the strategic use of ‘two or more communication
modes’ to make meaning, for example image, gesture, music, spoken language or
written language. Kress (2010:79) defines that “Mode is a socially shaped and
culturally given semiotic resource for making meaning. Image, writing, layout,
music, gesture, speech, moving image, soundtrack and 3D objects are examples of
modes used in representation and communication.” Print advertisement can be
classified into multimodality, since it combinesat least two communication
modes: image and writting. Moreover, Its purpose is to deliver its means to the
reader.
2.2.4.2. Marketing Mix
“Marketing mix consist of four main components; product, place, price and
promotion” (Lee and Johnson 2007:14).In choosing a product, the consumers
oftenly overthink and worry about the price whether it is too expensive or too
cheap, where they buy the product whether buying in “A” shop is different in “B”
shop or not, how the quality of the product is, how it is promoted, etc. These
variables mostly irritate the consumers and put the in confused.
2.2.4.2.1. Product
A product is “ a bundle of price” that fulfills consumer’s hope (Lee and Johnson
2007:14) . Advertising the characteristics and the exelence of the product will help
the consumer easy to choose a product or service that is suitable for their needs.
The brand determination and packaging are a product’s two important characters.
32
To express the product’s characteristics into something concrete, that can be used
to distinguish one product with another, there are many organizations or
companies advertise only one brand, name or word or phrase and its own symbol
or logo. For example parfum companies invest a large number of money in their
parfume packaging to differentiate their product from other competitor’s product.
2.2.4.2.2. Place
Place can be defined as distribution channel. “A distribution channel refers to a
group of person and organization that directs the product from the producer to the
consumer” (Lee and Johnson 2007:15). Distribution activity includes
transportation management and product storage, reservation process, and stock
registration.
2.2.4.2.3. Price
“Price is an exchange of value with a product in a marketing transaction” (Lee and
Johnson 2007:15). A price of a product should covers entire charge involving in
production, distribution, and promotion and so the profit estimation. A price can
support an image of the product, take the sale from other competitor, affect people
to buy the product. For example, a marketer give discount to consumer who buy
its product. Also a high costing on iPhone, apple’s product, helps raising an
exclusive image from the product.
2.2.4.2.4. Promotion
Promotion or advertisement is one of four elements in marketing mix. “Promotion
covers various technique that is used to communicate with consumer and
potential consumer, it includes direct sale, selling promotion, and publicity” (Lee
33
and Johnson 2007:15). Direct sale is a personal and commercial communication
that tries to inform and persuade a consumer to buy a product. Generally, direct
sale is the most expensive element in the marketing mix, because direct contact is
important to build a good relation with consumer. In doing direct sale, a company
usually gives free coupont or discount when it introduces a new brand to capture
consumer’s interest. Publicity is a communication activity that is used to maintain
a good relation between the organization and public or consumer. An
organization should try to set aside a product which satisfies consumer’s need
through certain activity that enables the organization to reach its purpose. The
principal purpose of bussiness may be directed to increasing profit or making
sales. Because of that, an organization needs to make advertisement about its
product. It is aimed to spread to the world about the product, its function, or its
benefit of using the product. The advertiser is expected to create a good
advertisement using stylistic strategies in order to make the product stands out
from others, grasps consumer’s interest, and makes sales. If the advetiser develops
an unique characteristic in creating advertisement which differs from other
advertisements, the consumer would chain to the product and would buy the
product continually. That makes the purposes of an organization are reached.
2.2.4.3. Elements of Print Advertisements
According to Jefkin (1976:23), he suggested three important compositions of print
advertisements which are headline, copy or body copy and slogan. In print
advertisements, each of the elements has its own characteristics and its
importance.
34
2.2.4.3.1. Headline
Headlines can be defined as to provide a title, or to be the lead performer, which
attracts the reader’s attention. It communicates a selling point and encourages the
desire to decode the story in advertisements. Their one-liners must put in a
nutshell the main point of the news story they relate to and at the same time
capture the reader’s attention. “Therefore, an essential feature of headlines is their
typographical make-up” (Verdonk 2002:4). The reader cannot be interested in the
advertisement if the headline is simple and less attractive. There are several styles
that frequently found in creating the headline, such as, curiosity, question,
declarative, and commanding.
2.2.4.3.2. Body Copy
“Body copy or copy is the text of the advertising” (Blakeman 2005:40). “The
content develops the sale message and provides support, states the proof and gives
explanation” (Burnett, Wells, and Moriarty 1998:421). “It can be found in a
product and service that need explanation of the service, such as in business-to
business services” (O’Guinn, Allen, and Semenik 2009:386).
2.2.4.3.3. Slogan
Slogan is a simple and catchy phrase coming with a logo or brand that wraps a
product’s charm to make it more memorable. “Most of the slogans present a
benefit and quality of the product” (Jefkin 1976:83). The benefit, quality and
characteristic are mostly presented in the slogan.
Headline, sub-headline and slogan are mostly taking the role in advertising. There
are several charms that are shown in the body copy, such as information, benefit
35
or characteristics. Even so, the advertising always carries with five main senses of
human body; vision, hearing, taste, touch and smell that tend to hold the readers’
feeling.
The three important composition of print advertisement above are the marker on
how the advertisement will be analyzed. Those will be the criteria on the
importance and the characteristic on each advertisement fulfill the requirement of
good advertisement. The headline works as a bait to gain reader’s attention
whether the reader’s interested about the product or not. The body copy works as
a description of what the product is about. Commonly, it contains the
characteristic and the speciality and the details of the product. The slogan works
as an identification or a charm of the product. It usualy uses short and catchy-
phrase, so it is easy to remember.

36
2.3. Framework of the Present Study
Cosmopolitan Magazine’s
Advertisements
Elements of Print
Advertisement
Advertisements
Text
Stylistics Multimodal Discourse

(Style Marker) Analysis
Analysis use Descriptive

Qualitative Research Design
The Linguistic Expressions in

Cosmopolitan Magazine’s
Advertisemens
Figure 2.1 Framework of the Study

CHAPTER III
RESEARCH METHODOLOGY
This chapter presents a description of research methodology. It contains several
parts: qualitative approach; data of the study; role of the researcher; data
collection; units of analysis and techniques of analysis.
3.1. Qualitative Approach
This study uncovers how the advertiser employs the distinctive linguistic
expressions in the printed advertisements by knowing how linguistics means
implied in the text of advertisement. Thereby, the investigation is to reveal the
realization of the linguistics means by descriptively elaborating the realization that
occur in the data analysis to figure out the realization of the meanings by the
choice of linguistic means used in the text.. Thus, the qualitative approach is used.
Suharso (2006:1) describes that “Qualitative research means any kind of research
that produces findings not arrived at by means of statistical procedures or other
means of quantification”. Cresswell (1994:145) states that “Qualitative research is
descriptive in that the researcher is interested in process, meaning, and
understanding gained through word or picture”. Heigham and Croker (2009:39)
claims that “Qualitative research approach is not defined by a particular set of
research methods or techniques. It focuses on questions that examine the
relationships between information about people’s actions and phenomena, and the
settings in which they do these things”. Based on the definitions, the qualitative
research requires the investigation of the data which is in the form of words or
37
38
picture and it presents the data and research in the form of description. The
researcher presents the report of the investigation descriptively throughout the
words employed. The report is needed to make the researcher be able to clearly
convey the findings of the research.
The qualitative method is applied in this study because all of the data in this study
are in the form of words. Qualitative research does not focus on numerals or
statistics but give most attention to how deep the researcher’s knowledge toward
the interaction among concepts which is being learnt. However, when used along
with quantitative methods, qualitative research can help us to interpret and better
understand the implications of quantitative data. The quantity of the data is a
mean to enhance the qualitative analysis in the study. Interpretation is mainly used
to analyse the quantitative data and also needed to describe the qualitative
framework of analysis in the study. The researcher needs to demonstrate that the
research uses clear logic and provides strong evidence to substantiate the claims
that have been made to analyse and interpret the data.
The writer attempts to use qualitative approach to analyse the data and the
quantitative approach is also used to produce quantitative data to strengthen the
qualitative analysis. By using this method, the researcher is expected to be able to
describe and to explain the phenomena under the study.
The data of the study is several print advertisementswhich are formed of texts.
According to Halliday (2004:580) that “Text is a unit of meaning”. While Trappes
and Lomax (in Davis and Elder 2004:149) explain that “Meaning is the output of
39
the activity of the participants and the input to the process of analysis”. So that,
this study would concern with analysing and interpreting the data that are
characterized by the search of meaning and understanding. Trappes and Lomax
(in Davis and Elder 2004:149) also add that “text is both something produced by
interactants in the process of making discourse and something consumed by
linguists in the process of making analyses.” Therefore, discourse analysis is used
as a tool for understanding authentic spoken and written interaction.
It is essential that discourse anaylisis deals with meanings. How participants in
communication achieve meaning relate to. According to Heigham and Croker
(2009:254), “Discourse analysis generates a rich contextualized description of
natural language use in a particular setting.” The hidden motivations behind a text
or behind the choice of a particular method of research to interpret that text will
able to be revealed by discourse analysis. To bring the concept of discourse
analysis as one of qualitative data collection methods is important to analyse the
object in this study in the next chapter. To reach this understanding by analysing
the process through qualitative approach to understand how discourse is structured
and how it can be analysed.
In this research, the descriptions about how the advertiser employs the distinctive
linguistics expressions are elaborated through the choice of linguistics means in
the data. The research report is written descriptively in accordance with the
research findings of the linguistics expression of the text on the advertisement.

40
3.2. Data of the Study
In this study, the writer use advertisements collected from Cosmopolitan
Magazine as the data of the study to be analyzed. The magazine was published in
January 2014 to December 2014. It is a year period collection. The writer chose
Cosmopolitan Magazine because it is a well-known sophisticated fashion
magazine in United States and it contains several advertisements of fashion,
perfume, make-up product, accessories, etc.
3.3. Role of the Researcher
“In qualitative research, the researcher is the primary instrument. This has two
aspects. First, the researcher himself collects the data. Second, the researcher has
to interpret the data” (Heigham and Croker 2009:11). In this research, my role is a
data collector that gathers the necessary data as the object of the study.
Additionally, my role is also an analyst and interpreter that analyses and interprets
the distinctive linguistic expression that are employed within text of advertisement
by the advertiser that are realized with the stylistic devices to answer the research
problem. Finally, I work as a writer for conveying the research findings and
arranging the conclusion and then completing the report in accordance with the
findings.
3.4. Data collection

41
The data of the study is the text of printed advertisements which are collected
from Cosmopolitan Magazine United States edition that are a year collection from
January to December 2014.
3.5. Units of Analysis
This study will analyse the text of advertisement through stylistic analysis and
multimodal discourse analysis in order to know what distinctive linguistic
expressions that are employed by the advertiser. The analysis would be divided
into 3 units of analysis; there are discourse analysis, lexicogrammar analysis and
semantic analysis.
(a) Multimodal Discourse Analysis
(b) Elements of Context of Situation
(c) Lexicogrammar Analysis
(d) Semantic Analysis
Discourse analysis will cover about the element of context of situation of the
advertisement. It covers the whole text and the image of the advertisement.
Lexicogrammar Analysis includes the finite analysis and the adjective analysis,
why it tends to use either positive or negative adjectives. While Semantic
Analysis includes figure of speech and other rhetorical device.
3.6. Techniques of Analysis
After collecting the data, the data is analyzed based on the related theoretical
research study. The data is analyzed in order to solve the problem of the study. In
this study, the writer takes several steps to describe the distinctive linguistics
42
expressions or the stylistics strategies which are employed by the advertiser. The
steps are shown as follow:
(1) Collecting the printed advertisement from Cosmopolitan Magazine United
States edition from January to December 2014.
(2) Examining the advertisement that is matched with one condition. The
advertisement must contain of elements of advertisement, which are
headline, body copy and slogan.
(3) Reading the text of printed advertisements
(4) Analyzing the text of printed advertisements
In the process of analyzing the text, the writer has divided the text of
printed advertisements into three parts, which are into headline, body copy
and slogan. The linguistic expression or stylistic strategy includes the
process of analyzing context of situation, style markers: lexicogrammar,
and semantic aspects. In order to make it easy to understand, each
elements has its own table of data. On this part, the writer uses quantitative
approach to support the qualitative analysis data.
(5) Presenting and discussing the result of the analysis
After analyzing the text, the result will be presented in the table. Based on
this identification, later on the writer will interpret the result of each unit of
analysis into words in the discussion part. The writer discusses the result
of analysis by reviewing all text on each printed advertisements that have
been analyzed. The review is conducted by conveying the distinctive
linguistics expression realized in the printed advertisements.

43
The way in analyzing each category is described as follow:
3.6.1. Multimodal Discourse Analysis
Multimodal discourse analysis is an approach to discourse which focuses on how
meaning is made through the use of multiple modes of communication as opposed
to just language. “Multimodality can tell us what modes are used” (Kress 2010).
The research field has collectively been called ‘multimodality’, because
‘multimodality’ refers to the multiple modes, for example spoken, written, printed
and digital media through which social semiotics takes place. Printed
advertisement is closely related to words, symbol, colors, and photograph. “Mode
is a socially shaped and culturally given semiotic resource for making meaning”
(Kress 2010). The examples of modes used in representation and communication
such as text, image, music, gesture, videos, etc. Its primary function is that of
representation and communication and it is considered as modes which can be
used to make meaning and to communicate.
3.6.2. Context of Situation Analysis
“Context of situation is the environment in which meanings are being exchanged”
(Halliday and Hasan 1985). It is a term to cover what is going on outside the text
which makes the text what it is. There are three variables within any context of
situation that broadly determine the language choices that are made in the
construction of any language text. These variables are in charge of organizingthe
language features found in any text. Those are field which refers to the subject
matter or topic of discourse, tenor which refers to the interactants in a speech
situation and the social relation existing between the addresser and the addressee,
44
and mode which refers to the channel of communication whether the text is
written or spoken and also the purpose of producing the text.
The writer is going to find out the field, tenor, and mode by descriptively
elaborated through the main areas of the each elements of context of situation.
Field can be analysed in terms of experiential domain or what the text is about,
goal orientation or what the text is for, and social activity, or what the text is
doing. Tenor can be analysed in terms of status relations or the hierarchical status
difference between the interactants, degree of affective involvement which defines
the emotional closeness between the interactants, frequency of contact or the level
of familiarity to operate between interactants, and orientation to affiliation that
derives from our inclination or disinclination to bundle with various formal and
informal social groups. Mode is generally divided into three main areas; language
role, channel and medium. Language role tells the important of language in the
context, is it ancillary (not important) or is it constitutive (the central element in
the context), channel tells whether it is graphic or phonic, and medium tells
whether it is written or spoken.
3.6.3. Lexicogrammatical analysis
At this level of analysis the lexical and grammar related such as vocabulary,
adjectives, tenses would be discussed. In the study, printed advertisement is the
most visual aspect of the illustration. Rather than abstract, concrete or everyday
vocabulary represents lexical means used in printed advertisement. Vocabulary is
the means for advertisers to express their opinion about the product. In the fields
of advertising, adjectives are considerably represented word class as they convey

45
a positive or negative meaning. “Adjectives are pertinent in advertising as they
convey a positive or negative affective meaning” (Delin 2000:133). Its function is
to describe specific quality and feature of the product. What tense is used in the
advertisement is discussed in the Finite analysis. It is used in order to find out
what tense that is frequently used in the print advertisement and why it tends to
use that tense. The present tense is commonly used in the advertisements. The use
of present tense might indicate how good the quality of a product is, whether or
not it has long lasting effect. At the same time, it makes the advertisement easy to
understand.
3.6.4. Semantic Analysis
At this level of analysis, Figure of speech or figurative language and other
rhetorical device are discussed. They frequently appear in the text of
advertisement, because they play major role in the advertising since it makes
playful, unique and nicely interconnected text of advertisement. There are so
many kinds of figure of speech and rhetorical device, but only several that will be
classified into this analysis includes personification, simile, hyperbole, metaphor,
and other rhetorical device like repetition, alliteration, assonance, question and
also general technique. Keraf (2009), Leech (1972), Leech (1981) and Myers
(1997) point out a number of language and rhetorical devices typical for
advertising, one of each is the semantic level that includes figures of speech,
rhetorical device, sound technique, etc.

CHAPTER IV
FINDINGS AND DISCUSSIONS
This chapter deals with the research findings and discussions.In this chapter, the
writer presents the results of the analysis of printed advertisement in
Cosmopolitan Magazine to solve the statement of the problem in chapter I. The
problem is about what distinctive linguistic expressions are employed in the
advertisement by the advertiser. The result to solve the problems is presented
from three major points of analysis: Context of Situation Analysis,
Lexicogrammar Analysis, and Semantic Analysis. Based on those points, they
will uncover the statements of the problem on how the advertiser employs
distinctive linguistic expressions on advertisements.
4.1 Findings
This analysis deals with the strategies of the advertiser in employing distinctive
linguistics expression in the advertisement on Cosmopolitan Magazine.
Cosmopolitan Magazine is a popular yet sophisticated mass media in the United
States. It is one of monthly media that has big circulation and an international
monthly media with high quality product. Since language of advertising has its
own style, it emphasizes why one’s product stands out in comparison with
another. The language of advertising is normally very positive, that is why the
46
47
choice of certain language to convey specific messages with the intention of
influencing people is vitally important.
4.1.1. Analysis Result of Each Advertisement
This sub chapter presents the results of problems found in each advertisement.
Each advertisement analysis result were presented descripetively.
4.1.1.1. Advertisement No. 1, Olay Total Effect CC Cream.
Figure 4.1 Advertisement of Olay Total Effect CC Cream
1) Context of Situation
It is an advertisement about CC Cream of Total Effect. The combination of
Anti-Ageing and Beauty Balm that creates new cream called Color and
Correction Cream. Because of the combination of those two, the CC cream is
said to be a good cream that consist of good elements. It also claimed as #1

48
America’s CC Cream. It is intended to convince the reader that it is no.1
product in America. It gives detailed information about the way the CC Cream
work and the benefit of it that is to fight 7 signs of aging over time while
providing instant coverage for flawlessly beautiful skin. It is also said “love the
skin you’re in” that means if the consumer wants to love their skin, they should
use Olay Total Effect CC Cream. The participants here are the advertiser and
the target reader or the consumer. It builds a casual or informal (minimum
range) with the consumer. It does not require direct feedback. The mode being
used is written mode and it uses casual statement. It portrays a face of a woman
with flawless skin. It used written text to provide information and an image that
also provide visual information of the target reader. The choice of the font,
enlarged, colored letter is to form attractive and vivid image of the product.
Considering the addition of multiplication “+” and “=”, the advertiser is also
trying to give more simple explanation about what element that are being
combined to produce the CC Cream.
2) Lexicogrammar
All of the text in the advertisement used present tense. It indicates the good
quality of the product. We can see the verbs founds in the advertisement text
that indicate present tense such as fight, providing and love. The text is also
imperative which functions to give command or suggestion. We also can find
some adjective in the text, there are “anti-ageing”, “instant” and “beautiful”.
Those words indicate the positive adjective of the quality of the mentioned
product and give a specific description. Anti-ageing has meaning as prevention

49
or limitation of the process of becoming old, instant means particular meaning
in time, while beautiful means pretty or attractive.
3) Semantic
Figures of speech are part of semantic analysis. The advertisement text of Olay
Total Effect CC Cream commonly used personification. There are verb that is
being personified like fight and love. They are indicated as the quality of living
thing. Alliteration is also found in the advertisement text. The alliteration is
“A”, “B” and “C” in the words of Anti-ageing, Beauty Balm and Color and
Correction.
4.1.1.2 Advertisement No.2, Garnier Oil Beauty.
Figure 4.2 Advertisement of Garnier Oil Beauty

50
It is an advertisement about Oil Beauty of Garnier. It is oil-infused lotion that
works as an oil and a lotion, because it is the combination of both elements.
The combination of both oil and lotion have an additional benefit of the
product. It can beautify like oil and also can moisturize like a lotion. It gives
detailed information about the way the Oil Beauty work and the benefit of it
that the skin is visibly transformed from first application for softer, smoother
and more radiant looking skin with non-greasy touch and first inventor of oil-
infused lotion. They also emphasize the proof that they conducted a study that
the result is 80% agreed their skin has never looked so beautiful. First
luxurious oil-infused lotion is other emphasizing clause. They want to make
sure the consumer realizes that Garnier is the inventor of first oil-infused
lotion, no one else. The slogan of Garnier is “take care” means that the
consumer need to take care of their body, in this case is the skin. The
participants here are the product of Garnier, the Oil-Infused Lotion as the
advertiser and the target reader or the consumer. The advertiser is the dominant
participants as it gives more information of the product. It does not require
direct feedback. The mode being used is obviously written mode because it is a
printed advertisement that require text to be presented to the reader and an
image that is also provide visual information of the target reader. It portrays a
body of a woman from head to waist and the combination of oil and lotion. She
is topless and her body is facing backward. She wants to show you that her skin
is beautiful, softer, smoother, radiant looking, and hydrated by using the

51
product. The enlarge words emphasize what the product is and differ the
product from the other.
2) Lexicogrammar
Several tense are used in this text of advertisement. It contains of present tense
as you can see the verb “beautifies”, “moisturizes”, “take”, “introducing”, and
“is transformed” that is the passive verb. It contains of present perfect tense
too from the verb “has been looked”. “Enriched” is presented a past tense
marker. Several adjectives are found in this advertisement such as “Luxurious”,
lightweight”, “softer”, “smoother”, “more radiant”, “non-greasy” and
“beautiful”. Those words indicate the positive adjective of the quality of the
mentioned product and give a specific description and benefit of it. .
3) Semantic
The advertisement text of Oil Beauty of Garnier dominates with the general
technique. It did not use word play to make sound catchier. Besides, there is
adjective phrase indicated as personification, “softer, smoother, more radiant
looking skin with non-greasy touch”. It describes how the skin will look after
usingthe product. It also contains of metonymy from the clause “80% agreed
their skin has never looked so beautiful”. The 80% here refers to the woman
following the study of Garnier. While the clause “beautifies like an oil,
moisturizes like a lotion” is indicated as simile which compares things, because
it contains the word “like”

52
4.1.1.3 Advertisement No.3, Simple Illuminating Cream.
Figure 4.3 Advertisement of Simple Illuminating Cream
Simple has introduced their new simple illuminating cream. It is a brilliant
combination of skin-loving vitamin and light reflecting mineral, formulated to
reveal your skin radiance, instantly and naturally. The combinations of both
vitamin and mineral have an additional benefit of the product. The body of the
advertisement gives detailed information about the product. The illuminating
cream has no artificial perfume or color and no harsh chemical that can upset
your skin. It claims to be perfect for sensitive skin. It also emphasize with their
slogan “sensitive skin experts” and the clause “it’s brilliant even for sensitive
skin!”. The advertisements certainly have two participants. In this

53
advertisement, the Simple Illuminating Cream act as the advertiser and the
consumer is the target reader. The advertiser is the dominant participants as it
gives more information of the product. Written mode is used in the printed
advertisement. It is also presented an image which portrays a bottle of new
simple illuminating cream, sticky note presenting an offering and the benefit of
the product and enlarge phrase of “No artificial perfume or color” which
emphasize it is safe to use for the people who has sensitive skin.
2) Lexicogrammar
The adjectives found in this advertisement vary. There are both positive and
negative adjectives. The positive adjectives are “brilliant”, “simple”, “loving”
and “perfect”. While “sensitive”, “artificial”, “harsh”,and”upset” are included
in negative adjective, because it contains negative quality or meaning. In finite
analyzing, “brighten”, “need”, “is” are present marker; “formulated” is past
marker; “can” is modal.
3) Semantic
Figures of speech found in the advertisement are hyperbole and
personification. Hyperbole exaggerates the benefit of the product. It is in the
clause “it’s brilliant even for sensitive skin”, “just a brilliant combination of
skin-loving vitamin and light-reflecting mineral.” and “sensitive skin
experts”. It gives pressure on how good the product works for sensitive skin
by saying “brilliant” and “perfect even for sensitive skin”. The personification
can be seen from the words “brighten” and “upset your skin” which has the
quality of loving things.

54
4.1.1.4 Advertisement No.4, GarnierUltimate Blends.
Figure 4.4 Advertisement of Ganier Ultimate Blends
Introducing the marvelous transformer, New Ultimate Blend from Garnier. It
is a shampoo which can transform your dull, lifeless hair into glowing silky
locks with an opulent blend enriched with exquisite argan oil and indulgent
camellia oils. Its body copy of the advertisement tells about what the
shampoo can do to your hair. The argan oil and camellia oils are the
additional points which have good advantages in its usage. It claims 48 hours
of shining hair, and still going even after a night of fun. The ultimate blend
provides information about what product is which acts as the advertiser and
55
the producer while the target reader is the consumer. It uses written mode and
also presents image. The image portrays a bottle of the Ultimate Blends in
orange with camellia flowers an oil at the back of the bottle, a stamp of
blended for Britain for gorgeous hair that’s full of life, and the background is
in front of a building.
2) Lexicogrammar
Finite which are found in this advertisement are present and past. The words
present marker includes “glowing”, “transform”, and auxiliary “is”. The
words of past marker are “enriched” and “blended”. It means that it has
already done in the past time. While for the adjectives found in the
advertisement are “marvelous”, “gorgeous”, “glowing”, “silky”, “shining”,
“exquisite”, and “indulgent” which are included into positive adjective. Other
adjectives found are “dull” and “lifeless” which are included into negative
adjective.
3) Semantic
The adjective word “marvelous” indicates as hyperbole because it makes a
thing looks bigger that it was. Personification is also presented in this
advertisement. It is recognized from “transform your dull, lifeless hair”. Other
personification found in “gorgeous hair that’s full of life”.

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4.1.1.5 Advertisement No.5,L’orealElviveFibrology.
Figure 4.5 Advertisement of L’oreal Elvive Fibrology
It is an advertisement about ElviveFibrology from L’oreal. It is a shampoo
that has filloxane for thicker hair. The body copy of the advertisement
describes detailed information and benefit of the product. It penetrates into
the hair fiber and helps increase hair’s diameter from within. It also gives
cumulative effect, if used continually. Your hair will looks and feels thicker
with luxurious body and bounce. The slogan is “because you’re worth it”,
57
means that you’re worth of having the benefit of the product. The participants
are the product of L’oreal, the Elvive Fibrology as the advertiser and also the
producer and the target reader or the consumer. The advertiser is the
dominant participants as it gives more information of the product. The mode
being used is obviously written mode because it provides text to be presented
to the reader and an image that is also provide visual information. It portrays
a bottle of shampoo and a conditioner, there is also a woman with volume
blond hair to show the product works on her hair makes it look thicker and
luxurious looking.
2) Lexicogrammar
Present tense is used in overall all text of advertisement of ElviveFibrology. It
can be seen from the verbs such as “looks”, “helps”, “penetrates”, gives”
“feels” and auxiliary “are”. The adjectives found are only positive adjectives;
there are “thicker”, “cumulative”, luxurious”, and “worth”. They are indicated
as good or positive quality and specific information of the product.
3) Semantic
Repetition dominates the figures of speech in this advertisement. “Hair looks
thicker wash after wash”, “the science behind thicker hair”, “hair looks and
feels thicker with luxurious body and bounce” are the examples of the clause
containing the figures of speech. We can see from how the words “wash” and
“thicker” are emphasized and used several times. Even though the repetition
of the word “thicker” is not in the same clause, it is still in the same text.
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There are several positive adjective found in the advertisement, such as
“thicker”, “cumulative”, “luxurious” and “worth”.
4.1.1.6 Advertisement No. 6, Herbal Essences
Figure 4.6 Advertisement of Herbal Essences
The advertisement is about Herbal Essences Shampoo and Conditioner. The
advertisement tells about what the Herbal essences and conditioner are. Those
contains of natural argan oil which makes your hair looks seriously seductive
shine. It will make your dull hair into beam gleam hair. It emphasized the use
59
of natural argan oil since the clause repeat twice in the text. The use of both
shampoo and conditioner of Herbal Essences will take a shine to your hair
like you would not believe. You can say no the naturally attractive hair.The
participants are the Herbal Essences as the advertiser/producer and the target
reader or the consumer. The text gives more information to the reader, so it is
more dominant than the consumer. The mode being used is written mode
because it requires a text to be presented to the reader and an image that is
also provide visual information. In the image, there are a pair of Herbal
Essences Shampoo and Conditioner with an illustration of argan oil, and
Nicole Scherzinger who modeled the advertised product. She posed with a
nice smile while showing her seductively shining wavy hair.
2) Lexicogrammar
This advertisement text of Herbal Essences used present tense, the verbs
which included in the present marker are “go”, “shine”, and “say”. While
“Herbal Essences Moroccan My Shine shampoo and conditioner with argan
oil will take a shine to your hair like you wouldn’t believe” analyzed as
modal. There are different qualities of adjectives found in the text.
“seductive”, “natural”, and ”irresistible” which are classified into positive
adjective, and “dull” classified into negative adjective. The negative adjective
here is used to compare before-after using the mentioned product.
3) Semantic
The figures of speech in this text are classified into personification. Because
there are several verbs which have the quality of living things on inanimate
60
object. The personification includes these following phrases or clauses,
“seductive shine”, “My Shine shampoo and conditioner with argan oil will
take a shine to your hair”, “Say yes to naturally irresistible hair”. Other
clauses are used general technique that has no attractive or catchy line.
4.1.1.7 Advertisement No.7, Bioré Deep Cleansing Pore Strips and Pore
Unclogging Scrub
Figure 4.7 Advertisement of Bioré Deep Cleansing Pore Strips

and Pore Unclogging Scrub
Bioré has introduced their product called, Deep Cleansing Pore Strips and
Pore Unclogging Scrub. It is a skincare solution to reduce breakouts from
your face. The product is focused on the pores since it is the smallest part of
your face which breakout starts spreading. By using this dynamic duo, you
61
can have visibly healthier skin, because they purges pores to reduce acne,
blackheads, and breakout. Usually, starts from using the Deep cleansing Pore
Strips which works to lift up blackhead in your nose where the pore is bigger.
The product provides information about the topic of the text which acts as the
advertiser and the producer while the target reader is the consumer. It uses
written mode and also presents image. The image of the advertisement is
simply shows a shape of the product and simple blue colored background
with circles at the corner of the page and enlarged letter of the headline.
2) Lexicogrammar
Positive adjectives found in the text such as “dynamic”, “clearer”, and
“healthier”. There are no negative adjective found in the text. While the verbs
“purges”, “reduce”, “starts” and “free” are classified into present marker.
3) Semantic
There are three kinds of figures of speech found in the text. First, repetition
words found in the text are “bye” in “bye,bye, breakouts” and “pore” in
“Bioré deep cleansing pore strips + pore unclogging scrub. Also found
alliteration “B” in the “bye, bye, breakouts” and “...to reduce acne, blackhead,
breakouts”. Then, there are two clauses of Personification; “this dynamic duo
purges pore to reduce acne, blackhead, and breakouts” and “free your pores”.
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4.1.1.8 Advertisement No. 8, L’oreal Sleek It Iron Heatspray
Figure 4.8 Advertisement of L’oreal Sleek It Iron Heatspray
L’oreal introduces their hairspray product called, Sleek It Iron Heatspray. It is
used for hair styling. If you want to straighten your hair with hair iron, you
need to use it first. It has professional-grade formula 3 days of fizz control
and also heat-styling protection up to 450o. It will protect your hair from
damage comes from the heat. It emphasizes to the consumer to protect, sleek,
63
and own an extraordinary hair. The famous slogan of L’oreal is “because
you’re worth it” means that you worth of having an extraordinary hair with
protection and fizz control, and no damaged hair. The participants are the
product of L’oreal Sleek It Iron Heatspray as the advertiser and also the
producer and the target reader or the consumer. The advertiser is the
dominant participants as it gives more information of the product. The mode
being used is written mode because it provides text to be presented to the
reader and an image that is also provide visual information. The image
portrays a black and orange colored bottle of the product and a woman with a
black straight, smooth and healthy looking hair that represent the result of the
product.
2) Lexicogrammar
The text ofL’oreal Sleek It Iron Heatspray only contains of positive adjectives
and no negative adjectives found. They are “smooth”, “sleek”, “straight”,
“extraordinary” and “worth” they are indicate the positive quality and benefit
of the product. There is also one tense used in this advertisement which is
present tense. It shows from the verbs “protect”, and auxiliary verb “are” and
“be”. The detailed information of the text mostly used complex phrases not a
clause.
3) Semantic
There are 2 kinds of figures of speech, and a rhetorical question found in this
advertisement. We can see a catchy rhetorical question in “how smooth are
you?. It asks about how smooth your hair is. It does not necessary need an
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answer since it is rhetoric. There is a repetition of “it” in some clauses
“Protect it. Sleek it. Own it”. Metonymy is also found in the text of “iron
straight heatspray”. “Iron” here refers to a tool used for hair styling, not the
used for clothes.
4.1.1.9 Advertisement No. 9, Olay Regenerist Luminous
Figure 4.9 Advertisement of Olay Regenerist Luminous
It is an advertisement of Olay Regenerist Collection. It is a skin care
collection with Skin Energizing Complex. It claims that it renews surface cell
to even skin tone and reduce the appearance of dark spots. It means, getting
too much sun screen of Ultraviolet A and Ultraviolet B is not good for the
65
skin. It causes the dark spots to appear. Using the product may make your
skin back to normal skin tone without the appearance of the dark spots. You
will see your skin looks bright, pearlescent and healthy in just 2 weeks. The
slogan of Olay is “your best beautiful” which implied it will shows your
beauty at its best. Those are the information and the benefit of the product as
well. The participants are the product of Olay Regenerist Collection with Skin
Energizing Complex as the advertiser and the target reader or the consumer.
The advertiser gives detailed information of the product which makes it as the
dominant participants. The mode being used is written mode because it is a
printed advertisement that require text to be presented to the reader and an
image that is also provide visual information as well. It portrays a face of a
woman smiling satisfied with her gleaming face with even skin tone and no
appearance of the dark spots. We can see that it focuses on her shining face
in the spotlight. She wants to show you that her skin is bright, pearlescent and
healthy looking after using the product.
2) Lexicogrammar
The text of Olay Regenerist Luminous advertisement used present tense, the
verbs of present marker includes “renew”, “reduce” and see”. While the
phrase “I will never let a dark spot steals my spotlight” classified as modals.
There are different qualities found in the text, positive and negative adjective.
The positive adjectives are “bright”, “pearlescent”, “healthy”, “best” and
“beautiful”. On the other hand, the negative adjectives found are only “dark”,
because it makes comparison of the product usage.

66
3) Semantic
The figures of speech found in this text are repetition, alliteration,
personification, and hyperbole. the repetition word is “spot” in the phrase “I
will never let a dark spot steals my spotlight. The alliteration word “S” found
in phrase “I will never let a dark spot steals my spotlight”. Thepersonification
in that phrase as well, because a dark spot given the quality of living things to
steal. Because there are several verbs which have the qualities of living things
on inanimate object. Hyperbole spotted in the slogan “your best beautiful”, it
exaggerate one’s beauty.
4.1.1.10 Advertisement No. 10, Neutrogena Pore Refining Exfoliating Cleanser
Figure 4.10 Advertisement of Neutrogena Refining Exfoliating Cleanser

67
Neutrogena introduces its product named Pore Refining Exfoliating Cleanser.
It works not only just as a cleanser, but also as a skin exfoliator, refiner, pore
minimizer as well. it works so much more than just a clean. It contains of
microheads which polishes and refines the surface of the skin. Alpha and beta
hydroxy could clean deep and thoroughly. In addition, it reduces pores that can
lock up to half their size. The slogan of the product is “#1 Dermatologist
Recommended Skincare”. It convinces its product as the dermatologist
recommends the product because it is no.1 best skin care. The slogan is meant
to be the product attention seeker. The consumer may wonder how good the
product is if the dermatologist recommend it as no.1 best skincare. The
participants are the advertiser and the target reader or the consumer. It builds a
casual or informal relation with the consumer. It does not require direct
feedback. The mode being used is written mode, it uses casual statement and
also provides image. The images shown on the advertisement is simply a tube
of the product with water effect at the bottom of the tube which give refreshing
atmosphere.
2) Lexicogrammar
Finite found in this advertisement are present tense and modal. The verbs
identified as present marker are “does”, “polish”, “refine”, and auxiliary “is”.
Modal identified in phrase “for visibly reduced pores than can lock up to half
their size”. Modal identifier here is “can”. For the adjective, the only
68
adjective found in this text is “deep”. It explains how good the product can
cleans your pores.
3) Semantic
Hyperbole and personification found in the text. The phrase which classified
into hyperbole is “Neutrogena pore refining exfoliating cleanser does so
much more than clean”. The words “so much more” here, is trying to
exaggerate the benefit of the product. While the phrase “for visibly reduced
pores that can lock up to half their size” is identified as personification. The
choice of word “lock up” means the pores get smaller and cover half to their
size.
4.1.1.11 Advertisement No. 11, Olay Regenerist Micro-Sculpting Cream
Figure 4.11 Advertisement of Olay Regenrist Micro-Sculpting Cream

69
The advertisement is about Olay Regenerist Micro-Sculpting Cream. It is a
cream which can regenerate your skin. It works to hydrate your skin at the
first touch and provides continued anti-ageing results over time. The
information given from the product is not detailed enough, because the text
only contains of some clauses. The participants are the Olay Regenerist
Micro-Sculpting Cream as the advertiser/producer and the target reader or the
consumer. Eventhough, the text does not give detailed information to the
reader, it is still more dominant than the consumer. The mode being used is
written mode because it requires a text and an image which provide visual
information to be presented to the reader. In the image, there is a woman with
big smile on her face showing how beautiful her face is. She looks satisfied
with her face because of the anti-ageing formula of the product she used.
2) Lexicogrammar
Positive adjectives found in the text are “dramatic”, “anti-ageing”, “best”, and
“beautiful”. The adjectives “drastic” is classified into negative adjective
because it makes comparison with “dramatic” which has opposite meaning.
The tense used in the text is present tense as seen in the use of verbs
“hydrates”, “provide”, and “get”.
3) Semantic
In this advertisement text of Olay Regenerist Micro Sculpting Cream, we can
see ellipsis marker in the headline of the text “get dramatic result...without
70
drastic measure”. “...” marks as ellipsis marker. Personification also presented
in this advertisement as well in the phrase “begin working” which indicate
quality of living things. Its slogan “your best beautiful” implies exaggerating
one’s beauty.
4.1.1.12 Advertisement No. 12, Maybelline Dream Wonder Fluid-Touch
Foundation.
Figure 4.12 Advertisement of Maybelline Dream Wonder Fluid-Touch

Foundation
Maybelline presents its new product called Dream Wonder Fluid-Touch
Foundation. It is a liquid foundation which has micro concealing formula.

71
The formula can cover and conceal completely and 12x thinner. we can not
tell the coverage build on our face by using this product. The detailed
information here also act as the benefit of the product. the participants are the
product as the advertiser and the producer, since it gives information, while
the target reader here as the consumer. It uses written mode and also presents
image. The image shows a bottle of the product and a body of a woman
which focuses on the face because it is a face makeup product. She shows
how the product completely covers, maybe blemish or dark spot, without
lumpiness and the make up look thinner like it is natural.
2) Lexicogrammar
Present tense is found in the advertisement. The verbs indicating present
marker are “discover”, “covers”, and auxiliary “is”. The advertiser only used
positive adjective to give information about the quality of the product. the
positive adjectives found are “impeccable”, “undetectable”, “unique”, and
“thinner”
3) Semantic
The advertiser used variation figures of speech in the text such as parallelism,
hyperbole, alliteration and also repetition. On its headline “impeccable yet
100% undetectable coverage”, the advertiser use parallelism to emphasize the
benefit of the product. The advertiser also tends to use hyperbole to
exaggerate the result of the product with “completely” and “12x thinner”.
Repetition word “maybe” and alliteration “may” also found in the same
phrase “Maybe she’s born with it. Maybe it’s maybeline”.

72
4 Discussion Finding
This section presents the interpretation of the findings of the study. Start from the
interpretation of the result from context of situation analysis, lexicogrammar
analysis, semantic analysis, and a brief summary about those results.
4.2.1. Context of Situation Analysis
The context of situation analysis determines how the resources of the language
system will be used by the advertiser to communicate with the target reader or the
consumer. It can be inferred from the Field point of view shows that the advertiser
delivering the message about the advertised product and ideas of the company of
the advertised product’s economic goals. Therefore, the advertiser is obliged to
make persuasive statement to the target reader to gain as many as possible buyer.
Moreover, he convinced the target reader that the products that are being
advertised in Cosmopolitan Magazine United States edition are worth buying and
having. The main point of the advertisement text was that he asked as many as
possible buyer would know and purchase their money to buy the advertised
product so that the company of advertised product could reach its economic goals.
The Tenor of Discourse; in terms of agentive role and status reveals that the
advertiser as the producer of the advertisement spoke with the consumer as the
target reader through the advertisement in the Cosmopolitan Magazine United
States edition. From the Mode of Discourse, the advertiser used written mode to
deliver his message and intention. Therefore, the writer concludes that the
73
advertisement text is a kind of persuasive text, because through the advertisement
text, the advertiser tried to persuade as many buyer or consumer as possible to
purchase their money on the product.
4.2.2. Lexicogrammar Analysis
From the lexicogrammar analysis that has been done by the writer, it has been
revealed some different results with also some different interpretations. The
following explanations will show the interpretation for the analysis.
1) Finite Analysis
The first analysis of lexicogrammar analysis part is the finite analysis.
Based on the result of the analysis, it can be seen that the most used finite used
in the advertisement text is present tense. By using present, it expresses the
advetiser’s expectation and hopes to make the consumer deserve what they
want by providing more benefit and best result of the product.
2) Adjective Analysis
The second analysis of lexicogrammar analysis part is the adjective analysis.
Based on the result of the analysis, it can be seen that most used adjective in
the advertisement is positive adjective. Using positive adjective expresses the
good or positive qualities of the product. Although, that words are often used
subjectively depends on what is being described.
4.2.3. Semantic Analysis

74
The last interpretation in this study is the semantic analysis. Semantic analysis
focuses on analyzing figures of speech and other rhetorical device. The result
of the analysis shows various figures of speech is employed in the
advertisement text by the advertiser. Figures of speech found in the sample of
advertisement such as personification, hyperbole, alliteration, repetition, simile,
parallelism, rhetoric question and also general technique. The advertiser often
uses personification to describe how the product works and functions.
Hyperbole is used to exaggerate the benefit of the product or what the product
can do or how it gives a result after using its product. The repetition is used as
attention catcher because it is easily remembered. Simile is used to compare
two different things or show similarities between them. Rhetoric question is
used to attract the reader even it does not require a real answer. The figures of
speech is often used to give different vibe in the text. Since it’s playful and
attractive which can gain target reader’s attention to read or to purchase the
advertised product.
CHAPTER V
CONCLUSIONS AND SUGGESTIONS
This is the last chapter presented in this study. It consists of conclusions, and
suggestions based on the data analysis in the previous chapter.
5.1. Conclusions
This analysis deals with the strategies of the advertiser in employing distinctive
linguistics expression in the advertisement on Cosmopolitan Magazine United
States Edition 2014 Issue. The language of advertising is normally very positive,
that is why the choice of certain language to convey specific messages with the
intention of influencing people is vitally important. The advertiser needed to have
plan how to make the advertisements look as interesting as possible to attract the
consumer’s attention in order to purchase the product. Based on the data analysis
in the previous chapter, the conclusion about the strategies that the advertiser used
in making the advertisements can be drawn as follows;
From Context of Situation point of view, the advertisement text is kind of
persuasive text because through the text the advertiser tried to persuade as many
consumers as possible to buy the product which is advertised in Cosmopolitan
Magazine. The information shared is mostly about detailed, benefit of the product,
and the result after using the product. In terms of Experimental Domain, the text is
about advertising text of Cosmopolitan Magazine from January to December 2014
issue. The writer mostly found the lexical words that the advertiser employed in
75
the advertisement text were intended to persuade the reader or the consumer to
spend
76
76
their money to purchase the product since it has its own appeal or usage. In terms
of Goal Orientation, the text was used to persuade reader or consumer to purchase
the product being advertised in the magazine. Meanwhile, in terms of Social
Activity, Cosmopolitan Magazine is widely known and sophisticated that
promotes advertised product throughout United States region, the advertisement
text that is circulated by the company could persuade the reader or consumer to
purchase the advertised product they need or crave. Therefore, from the Field
point of view, it could be concluded that the text is about the idea and message of
the advertised product to gain interest of the reader to purchase the mention
product in order to reach economic goal of the company of advertised product.
The tenor concludes that the subject of this Study is the product which is being
advertised in United States edition of Cosmopolitan Magazine January to
December 2014 issue. The agentive role that occurred in terms of Tenor for the
text is the advertiser of the advertised product as the producer and the target
reader of the magazine is the consumer. The status relationship of the interactant
may have is equal. This is proved by the choice of words that the advertiser used
in the advertised product mostly by informal or casual statement. In terms of
Social Distance or the amount or nature of contact the interactant may have, the
writer concludes that it builds a casual or informal (minimum range) with the
reader or the consumer and the relationship between them were temporary
relationship. While the mode analyzed that, in terms of Language Role or how
important is the language in this context, it is the central element of the context
(constitutive). The medium of the text is written, and also used written mode to
77
deliver the content. However, the text is classified as a monologue, the turn taking
or feedback is not needed.
From the Lexicogrammar point of view, In conclusion, from Present Tense point
of view, the advertiser tends to convey the goal of the advertised product through
the choice of words. Moreover, by using present tense, it also expresses the
advertiser’s expectation and hope to make the consumer deserve what they want
by providing more benefit and best result of the product. On the other hand, Past
tense in the clause gives those words the ability to sound as if it is done in the
past. The effect of using past tense is to tell the target reader or the consumer that
something is already happened. Besides, using the choice of words indicates that
the advertiser certain about what he was saying and without doubt at all. It makes
the advertisement text sounds more persuasive. While Modal in the clauses give
those words the ability to sound as if it is done in the future. It is a type of verb
that is used to indicate modality- that is ability, permission, and obligation. Thus,
the effect of using modal is to tell the target reader or the consumer that is
something will happen. Beside, by using the choice of words indicates that the
advertiser give possible result of using the advertised product. Reader’s positive
or negative evaluation of an advertised product or service will be displayed by the
affective meaning. The advertisement in this study contains adjectives with either
positive and negative meaning or connotations. The result of adjective analysis
can be seen as follows:
Semantic analysis focused on analyzing figures of speech and other rhetorical
device. The advertiser often used general technique to describe the product what
78
the product is, what the benefit of the product is. The figure of speech is often
used to give different vibe in the text. Since it’s playful and interesting that can
gain target reader’s attention to read or to buy the advertised product.
5.2. Suggestions
Considering the result and significance of the study, there are suggestions that can
be derived from the analysis. The writer suggests that this study will be useful for
readers who are interested in text analysis and English Department Students.
The result of this study reveals kinds of distinctive linguistic expressions which
are employed by the advertiser. The study may be contribute to the area of
stylistic strategies in advertising and become a reference.
Practically, the writer would like to address the suggestion to the readers who are
interested in discourse analysis. The study can provide some guidance for
advertisements maker how to make a good advertisement applying various
language styles or different stylistic strategies in order to make the advertisement
more interesting and attractive. Moreover, it will also benefit those who are
interested in the use of stylistic in advertisements and extend their idea of using
different types of figures of speech for different types of products.
Pedagogically, the last suggestion is addressed to the English Department students
who will be future teacher, the results of this study may raise awareness regarding
the stylistic strategies in the teaching of writing.

APPENDICES
79
APPENDIX 1
LIST OF PRODUCT ADVERTISEMENT
No Code Issue Type of Brand Elements of Text

Product Advertisement
1 Jan01 January Make Up Olay Headline AA + BB = CC
2014 Anti Aging + Beauty Balm = Color and
Correction
Copy Fight 7 signs of aging over time while
providing instant coverage for flawlessly
beautiful skin.
Slogan Love the skin you’re in
2 Feb01 February Skin care Garnier Headline Our 1st luxurious oil-infused lotion.
2014 Beautifies like an oil, moisturises like a
lotion.
Copy Introducing Oil Beauty; a lightweight
moisturising lotion enriched with 4
beautifying oils. Skin is visibly
transfromed from the 1st application for
softer, smoother and more radiant looking
skin with non-greasy touch. In our study,
80% agreed their skin has never looked so
beautiful.
Slogan Take care
3 Mar01 March 2014 Skin care Simple Headline Brighten up your skin naturally.
80
Copy You need to try this! It’s brilliant even for
sensitive skin! Brighten up your skin
naturally with new simple iluminating
cream. No artificial perfume or colour. No
harsh chemicals that can upset your skin.
Just a brilliant combination of skin-loving
vitamin and light-reflecting mineral,
formulated to reveal your skin radiance,
instantly and naturally. It’s perfect even for
sensitive skin.
Slogan Sensitive skin experts
4 Apr01 April 2014 Shampoo Garnier Headline 48 hours of shining hair. Glowing even
after a night of fun.
Copy The marvellous transformer. Transform
your dull, lifeless hair into glowing, silky
locks with an opulent blend enriched with
exquisite argan and indulgent camellia
oils.
Slogan Take care
5 May01 May 2014 Shampoo L’oreal Headline Hair looks thicker wash after wash. Helps
Elvive expand the hair fibre
Copy The science behind thicker hair: filloxane.
Penetrates into the fibre. Helps increase
hair’s diameter from within. Fibrology
gives a cumulative effect, wash after wash.
Hair looks & feels thicker with luxurious
body and bounce.
Slogan Because you’re worth it.
81
6 Jun01 June 2014 Shampoo Herbal Headline Seriously seductive shine. Afterglow
Essences included. With natural argan oil.
Copy Go for dull-beam gleam. Herbal Essebces
Moroccan My Shine shampoo and
conditioner with argan oil will take a shine
to your hair like you wouln’t believe. Time
to shine/ ye, yes, yes!
Slogan Say yes to naturally irresistible hair
7 Jul01 July 2014 Facial Biore Headline Bye, bye, breakouts. Clearer skin in one
Wash week when used together.
Copy Biore deep cleansing pore strips + pore
unclogging scrub. When used togeter, this
dynamic duo purges pores to reduce acne,
blackheads, and breakouts. Because
cleaner, visibly healthier skin starts with
your pores.
Slogan Free your pores.
Jul02 July 2014 Skincare Olay Headline I will not let age change me. I will change
the way I age.
Copy The Olay Regenerist Collection with
advanced Skin Energizing Complex revs
up surface cell renewal to reveal younger-
looking skin. Now that’s a beautiful
change!
Slogan Your best beautiful
Jul03 July 2014 Lotion Aveeno Headline What goes with everything? Beautiful skin
Copy Aveeno Daily Mosturizing Lotion gives
you 24 hours hydration for soft, beautiful
82
skin that lasts. Aveeno Active Naturals Oat
has 5 vital nutrients found in healthy skin –
protein, anti-oxidants, enzymes, vitamin
and lipids. Because beautiful skin goes
with everything.
Slogan Naturally Beautiful Results.
8 Aug01 August Hair spray L’oreal Headline How smooth are you? Protect it. Sleek it.
2014 Own it.
Copy Sleek it. Iron straight heatspray.
Professional-grade formula 3 days of fizz
control and heat-styling protection up to
450o
Slogan Because you’re worth it.
9 Sep01 September Blush on maybelline Headline Jump on the glaze craze.
2014 Make up Copy The how, glazed pearls in shea butter
glide. The wow, cheecks glisten with a
dewy new sheen.
Slogan Maybe she’s born with it. Maybe it’s
maybelline.
Sep02 September skincare Olay Headline I will never let a dark spot steal my
2014 Regenerist spotlight.
Copy Olay Regenerist Luminous Collection with
Skin Energizing Complex. Renew surface
cell to even skin tone and reduce the
appearance of dark spot. See
bright,pearlescent,healthy-looking in just 2
weeks.
83
Sep03 September Shampoo Pantene Headline Fearless. Shampoo without fear of
2014 damaging your hair.
Copy Pantene is clinically proven to give you
healthier hair with every wash. So you can
always shine strong.
Slogan Shine strong
10 Oct01 October Skin care Neutrogena headline This isn’t cleanser. It’s a skin exfoliator,
2014 refiner, pore minimizer and a cleanser.
Copy Neutrogena pore refining exfoliating
cleanser does so much more than clean.
Microheads actually polish and refine
skin’s surface. While clinically proven
alpha + beta hydroxy thoroughly cleans
deep. For visibly reduced pores that can
lock up to half their size.
Slogan #1 Dermatologist Recomended Skincare.
11 Nov01 November Skincare Olay Headline Get dramatic results... without drastic
2014 measures.
Copy Olay regenerist micro-sculpting cream
hydrates to begin working at the first touch
and provide continued anti-aging results
over time.
12 Dec01 December Make-up Maybelline Headline Discover the wonder. Impeccable yet
2014 100% undetectable coverage.
Copy New Dream Wonder fluid-touch
foundation. Our unique a micro-concealing
formula covers completely, yet is 12x
84
thinner.
Slogan Maybe she’s born with it. Maybe it’s
maybelline.
85
APPENDIX 2
86
APPENDIX 2
LEXICOGRAMMAR ANALYSIS: FINITE
FINITE
Present
No. Clauses Simple Present Present Perfect Simple
Modal
Present Continuous Perfect Continuou Past
s
1 Fight 7 signs of aging over time while √
providing instant coverage for flawlessly
beautiful skin.
2 Love the skin you’re in. √
3 Beautifies like an oil, moisturises like a lotion. √
4 Introducing Oil Beauty; a lightweight √
beautifying oils.
5 Skin is visibly transfromed from the 1st √
application for softer, smoother and more
radiant looking skin with non-greasy touch.
6 In our study, 80% agreed their skin has never √ √
looked so beautiful.
7 Take care √
87
8 Brighten up your skin naturally. √
9 You need to try this! √
10 It’s brilliant even for sensitive skin! √
11 Brighten up your skin naturally with new √
simple iluminating cream.
12 No harsh chemicals that can upset your skin. √
13 Just a brilliant combination of skin-loving √
vitamin and light-reflecting mineral,
instantly and naturally.
14 It’s perfect even for sensitive skin. √
15 Glowing even after a night of fun. √
16 Blended for Britain, for gorgeous hair that’s √ √
full of life
17 Transform your dull, lifeless hair into √ √
glowing, silky locks with an opulent blend
enriched with exquisite argan and indulgent
camellia oils.
18 Take care √
19 Hair looks thicker wash after wash. √
20 Helps expand the hair fibre √
21 Penetrates into the fibre. √
22 Helps increase hair’s diameter from within. √
23 Fibrology gives a cumulative effect, wash √
88
after wash.
24 Hair looks & feels thicker with luxurious √
body and bounce.
25 Because you’re worth it. √
26 Go for dull-beam gleam. √
27 Herbal Essebces Moroccan My Shine √
shampoo and conditioner with argan oil will
take a shine to your hair like you wouln’t
believe.
28 Say yes to naturally irresistible hair √
29 Bye, bye, breakouts. √
30 Clearer skin in one week when used together. √
31 When used togeter, this dynamic duo purges √ √
pores to reduce acne, blackheads, and
breakouts.
32 Because cleaner, visibly healthier skin starts √
with your pores.
33 Free your pores. √
34 How smooth are you? √
35 Protect it. √
36 Sleek it. √
37 Own it. √
38 Sleek it. √
39 Because you’re worth it. √
89
40 I will never let a dark spot steal my spotlight. √
41 Renew surface cell to even skin tone and √
reduce the appearance of dark spot.
42 See bright,pearlescent,healthy-looking in just √
2 weeks.
43 This isn’t cleanser. √
44 It’s a skin exfoliator, refiner, pore minimizer √
and a cleanser.
45 Neutrogena pore refining exfoliating cleanser √
does so much more than clean.
46 Microheads actually polish and refine skin’s √
surface.
47 While clinically proven alpha + beta hydroxy √
thoroughly cleans deep.
48 For visibly reduced pores that can lock up to √ √
half their size.
49 Get dramatic results... without drastic √
measures.
50 Olay regenerist micro-sculpting cream √
and provide continued anti-aging results over
time.
51 Discover the wonder. √
52 Our unique a micro-concealing formula √
90
covers completely, yet is 12x thinner.
53 Maybe she’s born with it. √
54 Maybe it’s maybelline. √
FINITE Present
Simple Present Present Perfect Simple
Modal
Present Continuous Perfect Continuou Past
s
Total 46 - 1 - 8 4
Percentage 77.9% - 1.7% - 13.6% 6.8%
91
APPENDIX 3
LEXICOGRAMMAR ANALYSIS: ADJECTIVE
Adjective Adjective
No. Clauses
Positive Negative
1 Anti Aging + Beauty Balm = Color and Anti-Ageing √
Correction
2 Fight 7 signs of aging over time while Instant √
providing instant coverage for flawlessly Beautiful √
beautiful skin.
3 Our 1st luxurious oil-infused lotion. Luxurious √
4 Introducing Oil Beauty; a lightweight Lightweight √
beautifying oils.
5 Skin is visibly transfromed from the 1st Softer √
application for softer, smoother and more Smoother √
radiant looking skin with non-greasy touch. Radiant √
Non-greasy √
6 In our study, 80% agreed their skin has Beautiful √
never looked so beautiful.
7 It’s brilliant even for sensitive skin! Brilliant √
Sensitive √
8 Brighten up your skin naturally with new Simple √
92
simple iluminating cream.
9 No artificial perfume or colour. Artificial √
10 No harsh chemicals that can upset your Harsh √
skin. Upset √
11 Just a brilliant combination of skin-loving Brilliant √
vitamin and light-reflecting mineral, Loving √
instantly and naturally.
12 It’s perfect even for sensitive skin. Perfect √
Sensitive √
13 Sensitive skin experts. Sensitive √
14 48 hours of shining hair. Shining √
15 Blended for Britain, for gorgeous hair that’s Gorgeous √
full of life
16 The marvellous transformer. Marvellous √
17 Transform your dull, lifeless hair into Dull √
glowing, silky locks with an opulent blend Lifeless √
enriched with exquisite argan and indulgent Silky √
camellia oils. Opulent √
Exquisite √
Indulgent √
18 Hair looks thicker wash after wash. Thicker √
19 The science behind thicker hair: filloxane. Thicker √
20 Fibrology gives a cumulative effect, wash Cumulative √
93
after wash.
21 Hair looks & feels thicker with luxurious Thicker √
body and bounce. Luxurious
22 Because you’re worth it. Worth √
23 Seriously seductive shine. Seductive √
24 With natural argan oil. Natural √
25 Go for dull-beam gleam. Dull √
26 Say yes to naturally irresistible hair Irresistible √
27 Clearer skin in one week when used Clearer √
together.
28 When used togeter, this dynamic duo purges Dynamic √
pores to reduce acne, blackheads, and
breakouts.
29 Because cleaner, visibly healthier skin starts Healthier √
with your pores.
30 How smooth are you? Smooth √
31 Iron straight heatspray. Straight √
32 Because you’re worth it. Worth √
33 I will never let a dark spot steal my Dark √
spotlight.
34 Renew surface cell to even skin tone and Dark √
reduce the appearance of dark spot.
35 See bright,pearlescent,healthy-looking in Bright √
just 2 weeks. Pearlescent √
94
Healthy √
√
36 Your best beautiful Best √
Beautiful
37 While clinically proven alpha + beta Deep √
hydroxy thoroughly cleans deep.
38 Get dramatic results... without drastic Dramatic √
measures. Drastic √
39 Olay regenerist micro-sculpting cream Anti-Ageing √
and provide continued anti-aging results
over time.
40 Your best beautiful Best √
Beautiful √
41 Impeccable yet 100% undetectable Impeccable √
coverage. Undetectable √
42 Our unique a micro-concealing formula Unique √
covers completely, yet is 12x thinner. Thinner √
Adjective Positive Negative
Total 50 12
Percentage 80.6% 19.4%
95
APPENDIX 4
SEMANTIC ANALYSIS: FIGURES OF SPEECH
No Figure of Speech Other General

Clauses Personification Hyperbole Alliteration Repetitio Rhetorical Technique
n Device
AA + BB = CC √
Anti Aging + Beauty Balm
= Color and Correction
Fight 7 signs of aging √
over time while providing
instant coverage for
flawlessly beautiful skin.
Love the skin you’re in √
Our 1st luxurious oil- √
infused lotion.
Beautifies like an oil, √
moisturises like a lotion.
Introducing Oil Beauty; a √
lightweight moisturising
lotion enriched with 4
beautifying oils.
Skin is visibly √
transfromed from the 1st
application for softer,
smoother and more
96
radiant looking skin with
non-greasy touch.
In our study, 80% agreed √
their skin has never
looked so beautiful.
Take care √
Brighten up your skin √
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Figure of Speech Personification Hyperbole Alliteration Repetitio Other General
n Rhetorical Technique
Device
Total 21 11 5 7 7 26
Percentage 27.3% 14.3% 6.5% 9.1% 9.1% 33.7%
102
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LINGUISTIC EXPRESSIONS IN COSMOPOLITAN

Submitted in Partial Fulfillment of the Requirements

for the Degree of Sarjana Pendidikan

Sesungguhnya setelah kesulitan itu ada kemudahan.

-Q.S. Al-Insyirah : 5-6-

I would like to express my deepest gratitude to Dra. Helena I. R. Agustien, M.A.,

final project is completed.

and sharing magnificent knowledge and precious lessons.

family. I am grateful to my beloved parents who always dedicate their love,

concerns, and encouragement for me throughout my study. No one is more

support given to me.

other researchers to conduct extensive research on text analysis.

Noor, Medyana. 2017. Linguistic Expressions in Cosmopolitan Magazine’s

DECLARATION OF ORIGINALITY ................................................. ii

APPROVAL ............................................................................................ iii

MOTTO AND DEDICATION .............................................................. iv

ABSTRACT ............................................................................................ vii

TABLE OF CONTENTS ....................................................................... viii

LIST OF FIGURES ................................................................................ xii

LIST OF APPENDICES ........................................................................ xiii

I.1 Background of the Study ................................................................... 1

I.2 Reasons for Choosing the Topic ........................................................ 5

I.3 Research Question ............................................................................. 6

I.4 Purpose of the Study .......................................................................... 6

I.5 Significance of the Study ................................................................... 7

I.6 Outline of the Research Report ......................................................... 7

II. REVIEW OF RELATED LITERATURE .................................... 9

II.1 Previous Studies ................................................................................ 9

II.2 Theoretical Background of the Study ................................................ 10

II.2.2 Text and Context............................................................................ 17

II.2.2.1Context of Situation (Register)...................................................... 20

II.2.3 Style Marker.................................................................................. 24

II.2.4 Advertisement ............................................................................... 29

II.2.4.1Cohesion of Advertising Text........................................................ 30

II.2.4.3Elements of Print Advertisement................................................... 33

II.2.4.3.2 Body Copy................................................................................ 34

II.3 Framework of the Present Study........................................................ 36

III. METHOD OF INVESTIGATION ................................................. 37

III.1Qualitative Approach ......................................................................... 37

III.2Data of the Study ............................................................................... 40

III.6Techniques of Analysis ..................................................................... 41

III.6.1 Multimodal Discourse Analysis..................................................... 42

III.6.2 Context of Situation Analysis........................................................ 43

III.6.3 Lexicogrammar Analysis .............................................................. 44

III.6.4 Semantic Analysis ......................................................................... 45

IV. FINDINGS AND DISCUSSIONS .................................................. 46

IV.1.1 Analysis Result of Each Advertisements....................................... 47

IV.1.1.1 Advertisement 1........................................................................... 47

IV.1.1.2 Advertisement 2........................................................................... 49

IV.1.1.3 Advertisement 3........................................................................... 52

IV.1.1.4 Advertisement 4........................................................................... 54

IV.1.1.5 Advertisement 5........................................................................... 56

IV.1.1.6 Advertisement 6........................................................................... 58

IV.1.1.7 Advertisement 7........................................................................... 60

IV.1.1.8 Advertisement 8........................................................................... 62

IV.1.1.9 Advertisement 9........................................................................... 64

IV.2.1 Context of Situation Analysis ....................................................... 72

IV.2.2 Lexicogrammar analysis ............................................................... 73

IV.2.3 Semantic analysis .......................................................................... 73

V. CONCLUSIONS AND SUGGESTIONS ...................................... 75

V.1 Conclusions ....................................................................................... 75

V.2 Suggestions ........................................................................................ 78

BIBLIOGRAPHY ................................................................................... 102