An Analysis of The Linguistic Features and Persuasion Techniques Used in Written Advertisements by Maybelline New York

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
AN ANALYSIS OF THE LINGUISTIC FEATURES

AND PERSUASION TECHNIQUES USED
IN WRITTEN ADVERTISEMENTS
BY MAYBELLINE NEW YORK
A SARJANA PENDIDIKAN THESIS

TITLE PAGE
Presented as Partial Fulfilment of the Requirements

to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Clara Verina Angela
Student Number: 141214078
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2018
i
DEDICATION PAGE
“Impossible is nothing.
Keep dreaming and fly high.”
“Believe in five centimeters in front of your

forehead”
I dedicate this thesis to:

Everyone who always asks about this.
iv
ABSTRACT
Angela, Clara Verina. (2018). An Analysis of the Linguistic Features and

Persuasion Techniques Used in Written Advertisements by Maybelline New York.
Yogyakarta: English Language Education Study Program, Department of Language
and Arts Education, Faculty of Teachers Training and Education, Sanata Dharma
University.
In this modern era, companies make many advertisements of their products
to communicate with the consumers. Advertisements become the popular way to
persuade people in consuming the companies’ products. Companies use persuasive
message through the language styles to build the new consumers’ belief. This
research investigated the linguistic features and persuasion techniques used in
Maybelline-New-York written advertisements. Maybelline New York is one of
popular cosmetic brands around the world. Considering Maybelline’s successful
marketing, the researcher has an interest in analyzing the language styles used in
the written advertisements by Maybelline New York.
This study had two research questions. They are (1) What linguistic features
are used in Maybelline-New-York written advertisements? (2) What kind of
persuasion techniques are used in Maybelline-New-York written advertisements to
influence consumers?
In analyzing the data, the researcher used theories from Grey (2008) about
linguistic features in advertising and Kleppner (1986) about persuasion techniques
in advertising. The first research question was answered by categorizing each word
or sentence in written advertisements based on Grey’s theory (2008). The second
research question was answered by identifying persuasion techniques used in each
written advertisement based on Kleppner’s theory (1986). The research used
document analysis since this research focuses on analyzing internet-transmitted
documents in the form of written advertisements. Then, the researcher analyze the
data with thematic analysis to categorize data based on the pattern.
Based on the findings and discussion, the researcher found five linguistic
features and two persuasion techniques which are used frequently in written
advertisements by Maybelline New York. The linguistic features are hyperbole,
potency, long noun phrase, present tense, and incomplete sentence. The persuasion
techniques are pioneering stage and competitive stage.
Keywords: language styles, linguistic features, Maybelline New York, persuasion

techniques, written advertisements.
vii
ABSTRAK
Angela, Clara Verina. (2018). An Analysis of the Linguistic Features and

Persuasion Techniques Used in Written Advertisements by Maybelline New York .
Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Jurusan Pendidikan Bahasa
dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.
Di era modern ini, perusahaan membuat banyak iklan produk untuk

berkomunikasi dengan konsumen. Iklan menjadi salah satu cara yang populer untuk
membujuk orang dalam mengonsumsi produk perusahaan. Perusahaan
menggunakan pesan persuasif melalui gaya bahasa. Penelitian ini menyelidiki fitur
linguistik dan teknik persuasi yang digunakan dalam iklan tertulis Maybelline-
New-York. Dengan mempertimbangkan pemasaran Maybelline yang sukses,
peneliti memiliki minat dalam menganalisis gaya bahasa yang digunakan dalam
iklan tertulis oleh Maybelline New York.
Penelitian ini memiliki dua rumusan masalah. Rumusan masalah tersebut
adalah (1) Apa sajakah ciri linguistik yang digunakan dalam iklan tertulis
Maybelline-New-York? (2) Jenis teknik persuasi apa yang digunakan iklan
Maybelline-New-York untuk mempengaruhi konsumen?
Dalam menganalisis data, peneliti menggunakan teori dari Grey (2008)
tentang linguistic features in advertising dan Kleppner (1986) tentang persuasion
techniques in advertising. Rumusan masalah yang pertama dijawab dengan
mengkategorikan setiap kata atau kalimat dalam iklan tertulis berdasarkan teori
Grey (2008). Rumusan masalah yang kedua dijawab dengan mengidentifikasi
teknik persuasi yang digunakan dalam setiap iklan tertulis berdasarkan teori
Kleppner (1986). Penelitian ini menggunakan analisis dokumen karena penelitian
ini berfokus pada analisis dokumen internet yang ditransmisikan dalam bentuk
iklan tertulis. Kemudian, peneliti menganalisis data dengan analisis tematik untuk
mengkategorikan data berdasarkan pola.
Berdasarkan hasil penemuan dan diskusi, peneliti menemukan lima fitur
linguistik dan dua teknik persuasi yang sering digunakan dalam iklan tertulis oleh
Maybelline New York. Fitur linguistiknya adalah hyperbole, potency, long noun
phrase, present tense, and incomplete sentence. Teknik persuasi adalah pioneering
stage and competitive stage.
Kata kunci: language styles, linguistic features, Maybelline New York,

persuasion techniques, written advertisements.
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ACKNOWLEDGEMENTS
First of all, I would like to express my gratefulness to Jesus Christ, for the
unstoppable blessing me to finish my thesis. He always gives me strength to wake
up again, try again, and becomes my power to go through this level.
Second, I respectfully express my deepest gratitude to my thesis advisor,
Drs. Pius Nurwidasa Prihatin, M.Ed., Ed.D. for the times and patience in giving
me advice and guidance to finish the thesis. He kindly supports and encourages me
to give my very best effort through this level. I would also like to express my sincere
gratitude to all lecturers in English Language Education Study Program for
their knowledge, advices, and guidance which I gained throughout my study in
Sanata Dharma University.
Third, I acknowledge my thankfulness to my beloved parents, Yohanes Dwi
Baruno and Yohana Fransiska Artie Wahyuningsih for their endless prayers,
love, and supports. I would also like to thank my brothers, Christian Dio Alpha
Ganesha and Fransiskus Dwian Prayoga for their love and support. Without their
supports, I would never be here to finish this thesis.
Then, I would like to give my love and special thanks to all the members of
Zet-zet Squad who teach many meaningful lessons of life and unforgettable
moments in the last 4 years. I would like to give my special thanks to my Wonkave
family, Maria Wangi, Krisna Efrata, Asto, Girinda Kapindi, Gregorius Wendi,
and Christina Atika for accompanying me to finish the thesis together. I would
never forget my best supporting team, Monica Della Andarupraja, Devita Putri
ix
Saraswati, Johan Tobias, Monica Dara, and Andreas Handyanta for their
kindheartedness. They are my angels who help me to the finishing my thesis.
Next, I would like to give my thankfulness to the person who teaches me
the beautiful pain in the last 5 years. Through this deep pain, I can prove to the
world that I am strong enough to cross the sea.
Last but not least, I would like to say thanks to my best friends, my
classmates in class, C6 class, all ELESP students batch 2014, for being helpful
friends during my study in Sanata Dharma University. They painted my canvas life
with many colourful stories.
Clara Verina Angela
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TABLE OF CONTENTS
TITLE PAGE ........................................................................................................... i

APPROVAL PAGES .............................................................................................. ii
DEDICATION PAGE ........................................................................................... iv
STATEMENT OF WORK’S ORIGINALITY ........................................................v
PERNYATAAN PERSETUJUAN PUBLIKASI ....................................................... vi
ABSTRACT .......................................................................................................... vii
ABSTRAK ............................................................................................................. viii
ACKNOWLEDGEMENTS ................................................................................... ix
TABLE OF CONTENTS ....................................................................................... xi
LIST OF TABLES ............................................................................................... xiv
LIST OF FIGURES ...............................................................................................xv
LIST OF APPENDICES ...................................................................................... xvi
CHAPTER I.
INTRODUCTION ..................................................................................................1
A. Research Background ....................................................................................1
B. Research Questions .......................................................................................4
C. Research Significance ...................................................................................4
D. Definition of Terms .......................................................................................6
1. Linguistic Features ....................................................................................6
2. Persuasion Techniques ..............................................................................6
3. Advertisements .........................................................................................7
4. Maybelline New York Company ..............................................................8
CHAPTER II.
REVIEW OF RELATED LITERATURE...........................................................9
A. Theoretical Description .................................................................................9
1. Advertisements .........................................................................................9
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2. Linguistic Features ..................................................................................11

3. Persuasion Techniques in Advertisements ..............................................20
B. Theoretical Framework ...............................................................................22
CHAPTER III.
RESEARCH METHODOLOGY .......................................................................24
A. Research Method .........................................................................................24
B. Types and Sources of Data ..........................................................................25
C. Data Gathering Technique ...........................................................................26
D. Data Analysis Techniques ...........................................................................28
1. Data Reduction........................................................................................28
2. Data Display............................................................................................31
3. Conclusion Drawing ...............................................................................33
E. Triangulation ...............................................................................................33
F. Trustworthiness ...........................................................................................33
CHAPTER IV.
RESEARCH FINDINGS AND DISCUSSION ..................................................35
A. Data Reduction ............................................................................................35
B. Data Display ................................................................................................38
1. The linguistic features which are used to exaggerate products’
superiority ...............................................................................................39
2. The linguistic features which are used to introduce new products .........40
3. The linguistic features which are used to explain the effects of using the
products ...................................................................................................40
4. Persuasion technique used to persuade consumers to buy new products41
5. Persuasion technique used to compete with other products....................42
6. Persuasion technique used to manage the products’ existence ...............42
C. Conclusion Drawing ....................................................................................43
1. Linguistic Features Used by Maybelline New York ...............................43
a. Hyperbole ...........................................................................................45
b. Potency ...............................................................................................46
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c. Long Noun Phrase ..............................................................................47

d. Present Tense ......................................................................................47
e. Incomplete Sentence ...........................................................................48
2. Persuasion Techniques Used by Maybelline New York .........................49
a. Pioneering Stage .................................................................................51
b. Competitive Stage ..............................................................................52
c. Retentive Stage ...................................................................................53
D. The Research Relevance with English Language Teaching........................54
CHAPTER V.
CONCLUSIONS, IMPLICATIONS AND RECOMMENDATIONS ...........56
A. Conclusions .................................................................................................56
B. Implications .................................................................................................59
C. Recommendations .......................................................................................60
REFERENCES .....................................................................................................61
APPENDICES ......................................................................................................63
xiii
LIST OF TABLES
Table 3.1 Maybelline New York Written Advertisements List .............................26

Table 3.2 The Observation of Lexical Features .....................................................27
Table 3.3 The Observation of Syntactic Features .................................................27
Table 3.4 The Observation of Persuasion Techniques ..........................................28
Table 3.5 Frequent Linguistic Features Used .......................................................32
Table 3.6 Persuasion Techniques Used .................................................................32
Table 4.1 Coding Scheme ......................................................................................36
Table 4.2 Linguistic Features Used in Written Advertisements
by Maybelline New York ...............................................................................44
Table 4.3 Persuasion Technique Used in Written Advertisements
by Maybelline New York ...............................................................................50
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LIST OF FIGURES
Figure 3.1 Coding Scheme .....................................................................................30

Figure 4.1 The Contribution Data of Linguistic Features and Persuasion
Techniques Used in Written Advertisements by Maybelline New York .......38
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LIST OF APPENDICES
Appendix I
Written Advertisements Images by Maybelline New York ...................................64
Appendix II
Observation Tables ................................................................................................67
Appendix III
Theme Tables .........................................................................................................77
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CHAPTER I
INTRODUCTION
This chapter determines an introduction of the problems of this study. The
researcher aims to present the research background, research questions, research
significance, and definition of terms.
A. Research Background
The study is about the linguistic features and persuasion techniques used in
written advertisements. Advertisers used linguistic features and persuasion
techniques as the language style to persuade consumers. Language is the main tool
in communication. People communicate each other with their own language styles.
It means that every language has its own words style to be spoken or written. Styles
in a language is a set of conscious or unconscious choices of expression, inspired
or induced by particular context (Verdonk, 2002). The choice of words used in
language is defined as the language style.
This linguistic research has relevance with English language teaching,
especially teaching English for Specific Purpose (ESP) and genre-based teaching.
Petrovska (2008) agrees that “the ESP students can be encountered with interesting
uses of language, culture, and visual elements in ads; even more they can suggest
ways of exploiting them in classroom” (p. 167). Since advertisements were made
with their own characteristic language styles, exploring the linguistic features and
persuasion techniques of advertising bring ESP students closely to the target
language culture. The learning process becomes more enjoyable and also more
1
motivating. Meanwhile, learning the linguistic features and persuasion techniques
in advertisements is related with genre-based teaching. LUU (2011) defines “genre-
based approach emphasizes the importance of exploring the social and cultural
context of language use on a piece of writing.” (p. 123). In this case, the study may
be a material in teaching English language with writing genre based. It means that
learning the languages styles in advertisements give benefit in improving the
writing skill. Students will learn how to write a short functional text such as
advertisement with the appropriate linguistic features.
In this modern era, companies make many advertisements of their products
to communicate with the consumers. Advertisements can be formed in visual or
printed media. Advertisements have their own language style to attract consumers’
attention. Language styles in advertisements is needed to make the persuasive
message. Advertisements are the persuasive media of communication to help
companies achieve marketing objectives (Gilson and Berkman, 1986). It means that
advertisements have their own persuasion techniques to catch the products’
existence.
Then, the companies’ job is how to make the best advertisement with
attractive and suitable language styles to meet the consumers’ needs. Leech (1972)
identifies attention value, readability, memorability, and selling power as four
major functions of successful advertisements. In this case, advertisers apply the
suitable linguistic features and persuasion techniques to fulfil the four major
functions of successful advertisements. Grey (2008) states lexical features and
syntactic features as the two types of linguistic features in advertising. Lexical

features which are deal with the choice of words that used in advertisements such
as hyperbole, potency, familiar language, repetition, and humor. Syntactic features
which are deal with the grammatical properties that used in advertisements such as
short sentence, long noun phrase, use of imperative, and ellipsis. The use of
linguistic features can determine what kinds of persuasion techniques that used to
influence the consumers. Kleppner (1986) defines three stages of persuasion
techniques in advertising; pioneering stage, competitive stage, and retentive stage.
Advertising becomes the most popular way to persuade people in
consuming some products. White (1988) states, “advertising is a weapon of
competition as well as merely a way of achieving sales” (p. 9). The researcher
chooses advertisements because it related with human daily life. All the people can
see advertisements on the internet, television, brochure, websites, matchbook
covers, in newspaper, on trash containers, in magazines, in our mail, on buses and
taxicabs, and on the billboards. We also hear advertisements from radio even when
we are in the supermarket. It means that advertising seems to be all around us,
whenever and wherever we are (Weilbacher, 1984).
The researcher chooses cosmetic brand advertisements to be examined
because nowadays cosmetic becomes the big obsession and interest in women life.
Women tend to buy everything which make them attracted. One of the popular
cosmetic brands is Maybelline New York. This brand has existed around 103 years
and has become one of the big cosmetic brands around the world. Considering
Maybelline New York Company’s success in selling products, the linguistic
features and persuasion techniques used in the written advertisements will be

analyzed by the researcher. There are fourteen written advertisements by
Maybelline New York that would be analyzed. Those advertisements choose from
the best seller products list in Maybelline New York official website. Those selected
written advertisements have at least four stars on the review by the consumers.
To summarize, the research aims to analyze linguistic features and
persuasion techniques. Since the study is about linguistics, this study will also be
useful in language teaching, especially in teaching English for Specific Purpose
(ESP) and genre-based teaching. Thus, teachers can use this topic as the material in
analyzing advertisement language.
B. Research Questions
Based on the background above, the research questions are formulated as
follows:
1. What linguistic features are used in Maybelline-New-York written
advertisements?
2. What kind of persuasion techniques are used in Maybelline-New-York
written advertisements to influence consumers?
C. Research Significance
In this part, there are some benefits of the research for English teachers,
advertisers, consumers and future researchers.
1) English Teachers
The study can be useful for English teaching. Advertisements can be the
main material in teaching English. Since advertisements are made by their own
linguistic features, teachers may use advertisements as the material in teaching
English for Specific Purpose related to analyzing the advertising language.
Meanwhile, teachers may use linguistic features and persuasion techniques of
advertising as the material in genre-based teaching. Genre writing is the best
approach related with language styles in advertisements.
2) Advertisers
Nowadays, making advertisement is like a competition for companies. They
must has the competence to make the attractive advertisements. This research will
help advertisers to make the high quality advertisements with some considerations
from many aspects such as suitable linguistic features and persuasion techniques
that used in advertisements.
3) Consumers
This research helps the consumers to be wiser while deciding to buy product
on the advertisements. Knowing the language styles of advertising help the
consumers to make sure what is the meaning and purpose of the advertisements
first. They will think before act to buy the product. In the other words, they increase
the awareness of consuming product and they will realize that buying products is
not only based on the words written in advertisements.
4) Future Researchers
The researcher has an expectation that the future researchers can use this
research as the orientation. Especially the future researchers who has the same
interest in linguistic research. Then, the future researchers have to apply more good
ideas to make the research better.

D. Definition of Terms
The definition of terms are needed to prevent misinterpretation of the
research. In this section, there are important terms which are used in the research.
They are definition of linguistic features, persuasion techniques in advertisements,
advertisements, and Maybelline New York Company.
1. Linguistic Features
The choices of language styles in the advertisements is needed to persuade
customers when they read the advertisements. Styles in a language is a set of
conscious or unconscious choice of expression which is inspired by particular
context (Verdonk, 2002). In this research, the language styles refer to the linguistic
features used in Maybelline-New-York written advertisements. There are two types
of linguistic features according to Grey (2008) namely lexical features and syntactic
features. Lexical features deal with the choice of words that used in advertisements
such as hyperbole, potency, familiar language, repetition, and humor. Syntactic
features deal with the grammatical properties that used in advertisements such as
short sentence, long noun phrase, use of imperative, and ellipsis. Those features
were used to analyze Maybelline-New-York written advertisements. Through the
linguistic features that applied, the researcher analyzes what kinds of persuasion
techniques are used in every written advertisement.
2. Persuasion Techniques
Persuasive messages are need to build the new consumers’ belief in buying
the advertised products. According to Ross (1994) “persuasion is a process of
skilfully and ethically using logical thoughts, effective appeals, credibility and
ethical proof to influence and motivate others to responds as you wish them to” (p.
168). Then, persuasion techniques is a strategy that is used to persuade people in
consuming the products. In this research, persuasion techniques refers to strategies
or stage which used in each Maybelline-New-York written advertisements.
Kleppner (1986) defines three stages of persuasion techniques in advertising such
as pioneering stage, competitive stage, and retentive stage.
3. Advertisements
Companies used advertisements as a tool to communicate with their
consumers. The companies or institutions competing each other to attract
consumer’s attention to reach the goals of their product marketing. Therefore, they
make the advertisements in a good language style as the weapon. El-daly (2011)
defines the definition of advertising.
The term ‘advertising’ comes down to us from the Medieval Latin verb
advertere to direct one’s attention to. It is any type or form of public
announcement intended to direct people’s attention to the availability, qualities
and/or cost of the specific commodities or service (p. 25).
It means that advertisements are made to attract consumers’ attention.
According to Weilbacher (1984), advertising consists of media messages which are
paid for and contracted by a company that wishes to increase the probability that
those reached by the message. It means that advertisements are made to persuade
people called consumers with the attractive message inside.
In this research, the researcher chooses written advertisements by
Maybelline-New-York. The researcher will analyze the language styles used in the
written advertisements. The main objects that will be analyzed by the researcher are
the linguistic features and persuasion techniques of Maybelline-New-York written
advertisements.
4. Maybelline New York Company
Maybelline New York is one of the popular and big cosmetics brand in the
world. It is a well-known cosmetic brand which is available in over 129 countries
worldwide and offering more than 200 products. In 1913, there was a young chemist
named Thomas L. Williams from Chicago city. He had a dilemma because of his
older sister, Maybel. She was in love with a man who loved someone else. To attract
the man, Maybel used Vaseline petroleum jelly on her brows and lashes. Thomas
tried to increase her allure by adding carbon dust. It made Maybel’s lashes and
brows dramatically darker. Two years later, Maybel got the man and Thomas
realized what can be a big invention in global industry. He made a company named
Maybelline as the combination of Maybel and Vaseline.
In 1917, the company launched Maybelline Cake Mascara as the first
modern eye cosmetics for every day. While in 1960s, Ultra Lash produced as the
first mass-market automatic. Williams to Plough, Inc. bought Maybelline Company
in 1967. It made all the entire productions moved from Chicago to Memphis. Then,
in 1990, Maybelline Company have sold by a New York investment firm named
Wasserstein Perella & Co until now.

CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter reveals some related studies and theories that used in the
research. This chapter is divided into two major parts. The first part is theoretical
description which reviews related studies and also theories that are used as the
references. The second part is theoretical framework which are assembled the major
theories used to answer research questions.
A. Theoretical Description
There are some theories which are used as the foundation of the research.
This part explains about advertisements, linguistic features and persuasion
techniques in advertising.
1. Advertisements
This part explains several things which deal with advertisements; the
definition of advertisements, the functions of advertisement and the types of
advertisements.
a. Definition
Advertisements affect costumers’ choice of product because advertisements
usually bring some information about new products and products’ improvement. It
means that advertisements grow customers’ attention to buy things which they
should not buy. According to Gilson and Berkman (1986), advertisements are the
persuasive media communication which are design to help companies in achieving
9
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the marketing goals. Advertisements consist of media messages which are paid and
contracted by companies. Companies wish to increase the probability of people
reached by the message that behave or believe as the advertisers wish them to
behave or believe (Weilbacher, 1984).
b. Functions of Advertisements
The good advertisements have some functions in advertising the products.
Taylor (1986) defines some functions of advertisements. To create consumer
awareness and products differentiation is the first function of advertisement.
Through advertisements, companies reveal that their products can fill up the
satisfaction of customers and they also show that their products are the best among
the same products.
The second function, advertisement is used to create consumer good-will.
Companies build the new consumers’ thought that the product is the best choice
when they choose to buy the companies’ products through advertisements. The
third function, advertisement reinforces existing behavior. When customers become
aware of the companies’ product, companies have to continue advertising their
product in order to keep the customers’ awareness. It makes the product more
visible in consumers’ eyes.
Last but not least, advertisements have been made to make sales. It becomes
the main important function of advertisement because the goals of advertisement is
to persuade customers to buy the companies’ products. Customers buy the product
easily even though they do not need the products at that time. Advertisement is the
11
main tool and has the main role in persuading people that become the companies’
benefit.
c. Types of Advertisement
Advertisements are divided into some types based on the shape. Gilson and
Berkman (1986) divided four types of advertisement. The first type of
advertisements is printed media such as newspaper and magazine. The second type
is broadcasted media advertisements such as advertisements in television, internet
and audio. The third is direct and special media such as advertisements in catalogue,
mail package, pen and calendar. Lastly, advertisements which we have seen on the
poster in the bus shelter are included as out-of-home and directory media type.
2. Linguistic Features
Every advertisement has its own language styles. The language styles in
advertisements usually deal with linguistic features. According to Grey (2008),
there are two types of linguistic features in advertising. They are lexical features
and syntactic features.
a. Lexical Features
Lexical features of advertisement confer the advertisements to become more
unique. Advertisers choose the appropriate words to persuade consumers. The
choice of words are produce a language style. Lexical features also make the
advertiser to consider the use of diction in advertisements to grab customers’
attention and willingness. Lexical features consist of ten features as follow:

12
1) Hyperbole
Hyperbole helps advertisers to make interesting advertisements. It is because
hyperbole words increase the products’ sense of superiority. People usually use
hyperbole to exaggerate something, especially when describe thing in exaggerating
manner. Leech (1972) agrees that hyperbole often related with personal value and
sentiments such as opinion and personal feeling. It means that sometimes hyperbole
created by the advertisers’ perception. The example of hyperbole words are the use
of real, perfect, fresh, more, new, and improved in some advertisements.
2) Neologism
The new words which are created by combining one word with another word
are neologism words. Since attracting consumers’ attention is the goal of
advertisements, advertisers try to create the new expressions or words to make the
interesting advertisements. Grey (2008) interprets a neologism as a new expression
or a word which is created by evolve two or more word parts together to be a new
word. An example, Sarchasm is a neologism of the gulf between the author of
sarcastic wit and the person who does not get it. This word combines sarcasm with
chasm for a humorous word.
3) Weasel Word
Weasel word is used to modify statements, weakening any real meaning or
force. Grey (2008) says that a weasel word proposes a meaning without actually
being exact or specific. Helps, supports, is useful, better, improved, gains, works,
effective, seems, like, most, almost, up to, and as many as are the usual weasel words
that used in advertisement. The use of weasel word makes the consumers wonder
13
about the exact meaning of the word. An example, there is written ‘change your
color skin’ in an advertisement. The word change makes customers wonder what
kinds of change it will be. Actually there is no explanation of the question written
in advertisement.
4) Familiar language
One of the ways to attract customers’ attention is involve the readers to feel
the sense of advertisements. Advertisers can use familiar language to make it. Grey
(2008) agree that the use of pronoun make the audience feel involved within the
advertisement. The use of pronoun as the familiar language makes the
advertisement friendlier and show good attitude toward customers. An example is
the use of ‘you’ in the L’Oreal’s slogan: “Because You’re Worth It”. When the
consumers read the slogan, they will feel that they are worth it. Then, consumers
agree with the statement and buy the products.
5) Simple vocabulary
The use of simple vocabulary makes the advertisements easy to remember.
The memorable advertisements are the good advertisements. It means that
advertisements must be simple but also brief and clear. Besides that, it should
contain of attractive feeling. The use of simple vocabulary also makes the
advertisements easy to remember since the vocabulary used are simple or common.
An example, there is a slogan from Chitato, ‘Life is never flat’. It is a simple
sentence but easy to understand, so that consumers can easily remember the word.
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6) Repetition
Say something repeatedly is grab hearer’s attention easily. In advertisements
language, repetition is used to make the sentences in the advertisement more
interesting. It mostly appears in the written part of advertisement. Repetition is
divided into three types. The first type is alliteration. It is the repetition in the initial
consonant sound of a word to produce rhythmical and musical effect. An example
is Bobby read a book by the babbling brook use the repetition of /b/ sound to make
the attractive sentence. The second type, rhyme, is a pattern of identity of sound
between words extending from the end to the last fully accented vowel. An example
is mean machine. The last type is rhythm. It is a regular pattern produced by varying
the stressed and unstressed syllables of the words. An example, drinka pinta milka
day.
7) Euphemism
Euphemism contains of fake meaning. Advertisers usually used this features
to softer the word which is not appropriate to be heard. Grey (2008) explains that
euphemism is a type of figurative language which brings connotative meaning. It is
a phrase which pretends communicate but actually does not. Euphemism used to
make something bad seems good, a negative thing seems a positive thing, the
unnatural seems natural, the unpleasant thing seems attractive or at least appropriate
to show or tolerable. An example, people who do not have good economy life will
be better called as economically disadvantages rather than poor. The poor word can
be said as an impolite word to say, so the advertiser change the word with
economically disadvantages.
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8) Humor
On the most basic level, laughter connects all kinds of human. It is because
everyone loves funny thing rather than serious one. The sense of humor in
advertisements helps advertisers to attract consumers’ attention more. It is used to
entertain consumers and makes the advertisements funnier. The use of humor also
helps advertisers to deliver every kind of information in advertisement easily. It is
because humor makes an emotional connection between the consumers and the
advertised products. A good emotional connection will create the lasting
impression. Good impression is needed to keep the consumers’ believe in
consuming the products.
9) Glamorization
Glamorization is used to enrich the message in advertisements. Advertisers
usually combine some uncommon words to create glamorization. Grey (2008) gives
an example of the using of glamorization in the advertisement: old house is changed
with charming, characterful, olde, worlde or unique house. The use of those word
makes the word old house become more interesting. Glamorization usually
happened when the advertiser combined uncommonly daily speaking word in the
advertisement.
10) Potency
Potency word can influence consumers to buy the products. Grey (2008)
says that the words which are able to offer new value, novelty or immediacy are
potency words. It means that the using of potency words in advertisement can cause
a profit in influencing the audience. Advertisers used potency word to explain the
16
products’ quality. Grey (2008) recognizes words such as free, new, suddenly,
announcing, introducing, it’s here, just arrived, important, development,
improvement, amazing, sensational, remarkable, revolutionary startling miracle,
magic, and offer are the example of potential words.
b. Syntactic Features
Syntactic features deal with the groups of words which are have the same
grammatical properties. Grey (2008) defines ten kinds of syntactic features based
on the emergence of similar grammatical structure in the form of phrase. The using
of syntactic features in advertisements usually shows how the simple the language
styles that used in advertisements.
1) Short Sentence
Short sentence is used to help consumers to understand the message clearly.
It also has the purpose to grab the consumers’ attention. The using of short sentence
must sum up all the information about the products. It will make a big impact when
readers read the written advertisement. The main purpose is to attract the readers’
attention and make them understand about the product well. Short sentence makes
the advertisement memorable and understandable in the same way. An example,
there is an advertisement use break the limit as the short sentence. The meaning of
the sentence is clear and memorable.
2) Long Noun Phrase
Long noun phrase usually used to describe many products’ specifications
briefly. Based on Grey (2008), advertisers used long noun phrase to describe the
advertised products in more than three words or more than two independent phrases.
17
It will help them to impress the consumers. The advertisers usually apply long noun
phrase with some adjective words in creative and interesting way. For example, an
advertisement says, international ice cream sensation and thick rich Belgium
chocolate. There were two long noun phrases used. From that sentence, the readers
can see how the ice cream was, how the quality of chocolate and how the pleasure
if the consumers eat the ice cream. It means that long noun phrases were used to
raise customers’ feel and think about the extraordinary products’ qualities. It also
makes the product better than the other similar product.
3) Ambiguity
Ambiguity can use to increase consumers’ curiosity of the products.
Everything can be present in some meanings. Ambiguous phrase is a phrase or a
sentence which has more than one cognitive meaning. Leech (1972) distinguishes
ambiguity in two types; lexical ambiguity and grammatical ambiguity. Lexical
ambiguity consists of lexical homonymy and lexical polysemy. While, grammatical
ambiguity consists of grammatical homonymy and grammatical polysemy.
An example, mole is lexical homonymy word. It is because mole has three
different meanings. The first meaning, mole is a small mammal. The second
meaning, mole is a small dark spot on people skin. Third, mole also means as a
person who works for an organization or government but secretly gives information
to the competitors. Another example, I love moving chair is grammatical
homonymy. The word moving chair in the sentence is ambiguous. Whether it means
as the chair that move or the cause of moving the chair to somewhere. Last example,
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grammatical polysemy can be seen in sentence Mark drinks banana. The use of
present tense in the sentence make the ambiguous meaning. Whether it is a habitual
activity or something that just happening.
4) Use of Imperative
Advertisers can use an imperative to take an order. They usually use it when
they want consumers to act or do something such as buying and using their
advertised product. It means that imperative word having a power to direct an action.
An example, in the poster of clothing discounts, there is a phrase ‘Grab it fast!”.
When read this sentence, consumers were hypnotized to grab the product fast. The
imperative words are written in a short sentence, so consumers can read the order
faster.
5) Simple and Colloquial Language
Advertisers usually use this language style only in informal expressions. It
means that using simple and colloquial language increase informality in the
advertisements. Grey (2008) agrees that colloquial expressions do not bear the
meaning which they normally have. Slang words are belonging as simple and
colloquial language. An example is the using of ain’t word in They ain’t got to say
makes the sentence looked informal. The word ain’t is a slang word in English
which is mean no. It is the abbreviation of am not, are not, has not, have not, and
is not. People usually use this word in speaking activities. It can indicate the
presence of simple and colloquial language.

19
6) Present Tense
Present tense is usually applied to inform something which is happening now.
It means that present tense word in advertisement brings the “happening now”
sensation when consumers read the sentence. Grey (2008) assumes that a present
tense implies a universal timelessness. In the other word, present tense build the
real time effect to the consumers. Advertiser may use this style if they want the
consumers feel like in the real time when they hear or see the advertisements.
7) Syntactic Parallelism
Advertisers used syntactic parallelism to attract consumers when they read
the message in advertisements. Syntactic parallelism is the repetition of words
which have similar structural forms. Leech (1972) interprets parallelism as a
repetition of formal patterns of two or more similar ideas in similar structural forms.
For example, happy wife, happy life. The repetition of word happy grow the readers’
attention because of the similar patterns.
8) Association
An advertisement has to relate or associate the product’s positive side with
something else in a positive way too. Sometimes, advertisements which are used
association indicated by the use of words like and as. An example, there is sentence
in an advertisement fresh as a mountain stream. The word freshness is associated
with a mountain stream although they are two different things.

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9) Ellipsis
Advertisers used ellipsis features to omit some words in delivering message.
“Ellipsis is the omission of part of a structure.” (Goddart, 2002, p. 123). While
based on Cook (1996), ellipsis is a style which aims to create the sense of formality
in the advertisement. It means that informality is needed to make interesting
advertisement. Then, advertisers use ellipsis to reduce the formality. An example,
the utterance “Expresso, what else?” in advertisements is grammatically wrong
because it should be “You’ll take Expresso. What else would you like to drink?” in
grammar rules.
10) Incomplete Sentence
When seeing the advertisements, consumers pay attention to the sentence
very carefully. Especially in the visualized advertisements, consumers will pay
attention more. Moreover, Grey (2008) classifies that using the incomplete sentence
can help the consumers catch the key point of the message. It is because the message
in the form of incomplete message but to the point. An example is a slogan from
one of popular brands, “Have a break, have a KitKat”. It is the slogan of KitKat.
The slogan is more interesting in advertisement instead of “When you have a break,
you have to eat KitKat”.
3. Persuasion Techniques in Advertisements
Delivering persuasive message is the main purpose of advertisements.
Hornby (1995) defines “persuasion refers to the action of persuading or being
persuaded” (p. 864). It means that persuasiveness can be grown by persuasion.

21
Persuasion become the important part in advertising. Kleppner (1986) aims an idea
of the classification of persuasion techniques based on the marketing situation and
human characteristics. The main consideration of those three techniques is the
product existence in the marketing area and how people’s attitude towards the
product. There are three persuasion techniques in advertisements: Pioneering stage,
competitive stage, and retentive stage.
a. Pioneering Stage
This technique is used to advertise the products which have just been
released. Kleppner (1986) defines three purposes of the pioneering stage of
product’s life cycle:
1) To educate consumers about the new product or service

2) To show the people have a need they did not appreciate before and that
the advertised product fulfils that need.
3) To show that a product now exists that is actually capable of meeting a
need that already had been recognized but previously could have been
fulfilled (p. 95)
b. Competitive Stage
Competitive stage is the next step after pioneering stage. Kleppner (1986)
says “once customers accept a pioneering products, there is going to be a
competition. Consumer now knows what the product is and how it can be used” (p.
98). At this time, customers think about the decision to buy the appropriate product.
In this stage, companies compete each other to make a unique advertisement. That
is why the name of this stage is competitive stage. It makes the advertisers to
emphasize why customers should choose and buy the advertised product instead of
the other similar product. Communicating the product’s position or distinguish

22
from other brands is the main purpose of competitive stage technique. It means that
advertisers have to explain the products’ characteristic.
c. Retentive Stage
When the product has been known, popular, and used by customers, the
technique that is used to advertise the product is retentive stage. Kleppner (1986)
states the advertiser’s goal in this stage “… to maintain market share and ward off
consumer trial of other products” (p. 100). The retentive stage is also known as the
reminder stage because the purpose of this technique is to maintain the existence of
the advertised product. Advertisers need to remind the customers that the product
still exists in markets. This technique is usually used for the products which have
been advertised for a long time.
B. Theoretical Framework
This section explains how the theories will be used to analyze and answer
the research problems. The research aims to analyze linguistic features and
persuasion techniques used in written advertisements by Maybelline New York.
The researcher finds two relevant theories to answer research questions.
First, the researcher uses the theory of linguistic features in advertisement
by Grey (2008) to answer the first research question. The research uses this theory
because it explains every feature clearly and related with the topic. There are two
parts of linguistic features in advertisement. The first part is lexical features which
deal with the using of words in the written advertisements. The researcher will
classify and analyze each word and sentence which are written in advertisements.
23
The research will also analyze the use of diction and the meaning of the words are
related with lexical features. Every feature has its own code and mark, so the data
will be categorized based on the pattern. The lexical features consist of hyperbole,
neologism, weasel word, familiar language, simple vocabulary, repetition,
euphemism, humor, glamorization, and potency.
The second part of linguistic features in advertisement is syntactic features.
Those features deal with the grammatical properties used in the written
advertisements. The researcher will analyze each sentence which are written in
advertisements based on the grammatical properties in syntactic features. Every
feature has its own code and mark, so the data will categorize based on the pattern.
The syntactic features consist of short sentence, long noun phrase, ambiguity, use
of imperative, simple and colloquial language, present tense, syntactic parallelism,
association, ellipsis, and incomplete sentence.
Second, the researcher uses the theory of persuasion techniques in
advertising by Kleppner (1986) to answer the second research question. Based on
the data findings of linguistic features used in written advertisements, the researcher
will analyze the persuasion technique used in each advertisement in persuading
consumers. There are three techniques of persuasion in advertisement: the
pioneering stage, competitive stage and retentive stage. The researcher uses this
theory because it has clearer explanation of its parts in order to analyze and classify
Maybelline-New-York written advertisements.

CHAPTER III
RESEARCH METHODOLOGY
This chapter presents the use of methodology and analysis in conducting the
research. It is divided into six parts. They are, namely research method, types and
sources of data, instruments and data gathering technique, data analysis techniques,
triangulation, and trustworthiness.
A. Research Method
The research was conducted by analyzing the linguistic features and
persuasion techniques used in written advertisements by Maybelline New York.
The research has two questions to be answered. They are (1) What linguistic
features are used in Maybelline-New-York written advertisements? (2) What kind
of persuasion techniques are used in Maybelline-New-York written advertisements
to influence consumers? The researcher used qualitative research as the approach.
Fraenkel and Wallen (2006, p. 422) state that “qualitative research is a study which
investigates the quality of relationship, activities, situation, and materials. Besides,
the data collected are the forms of descriptive rather than numerical data or
statistical data”. It means that the research focused on the descriptive data.
Numerical data are used to support in scoring the data.
The researcher used document or content analysis as the method to analyze
the data. According to Bowen (2009) in his article, “document analysis is a
systematic procedure for reviewing or evaluating documents—both printed and
electronic (computer-based and internet-transmitted) material” (p. 27). In this
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25
research, the electronic internet-transmitted data were analyzed in the form of
written advertisements by the observers. Moreover, Ary, Jacobs and Sorensen
(2010) define content analysis as a research method which is used to identify certain
features of written or visual data materials such as newspaper, textbooks,
advertisements, and speeches (p. 457). Since the research focused on identifying
and analyzing certain features in written advertisements which as the source data,
so the researcher used document analysis as the appropriate method.
B. Types and Sources of Data
In this research, the document used were internet-transmitted data in the
form of written advertisements by Maybelline New York According to Ary, Jacobs
and Sorensen (2010), advertisement is one of the written data materials which are
identified in content or document analysis research. The research dealt with the
linguistic features and persuasion techniques used in written advertisements
products by Maybelline New York based on the theories that had been explained in
the previous chapter. The researcher took the data online with some considerations.
There were some qualifications in choosing the products. First, the products must
be listed in best seller products by Maybelline New York. Second, the products
have at least four stars of review in the Maybelline-New-York official’s website.
The best seller products with good review showed that the products were popular
among the consumers as the beauty enthusiasts. It means that the advertisements
succeed attracting the consumers’ attention and made the consumers want to buy
the products. Last, the products must be advertised in the written advertisements by
Maybelline New York. In this research, there were 14 written advertisements that
26
chosen based on the qualifications. Here, the advertisements data list which is
presented in the table 3.1:
Table 3.1 Maybelline-New-York Written Advertisements List
No Products Number of
Reviews
1. Super Stay Matte Ink Un-nude Liquid Lipstick 7090
2. Great Lash Royal Blue Washable Mascara 4166
3. Color Sensational Shaping Lip Liner 3675
4. Volum’ Express The Colossal Big Shot Washable 3594
Mascara
5. Super Stay 24 Liquid Lipstick Super Impact 2979
6. Color Sensational Matte Metallics Lipstick 2794
7. Super Stay Better Skin Foundation 2566
8. Brow Drama Shaping Chalk Eyebrow Powder 2108
9. Fit Me Matte + Poreless Foundation 2031
10. Shine Compulsion lipstick Make Up By Color Sensational 1843
11. The 24k Nude Eyeshadow Palette 1511
12. Super Stay Full Coverage Foundation 955
13. Face Studio Master Chrome Metallic Highlighter Makeup 868
14. Dream Cushion Fresh Face Liquid Foundation 856
C. Data Gathering Technique
The researcher designed three tables of observation to classify the linguistic
features and persuasion techniques used in the written advertisements. There were
two types of table, as shown in table 3.2 and table 3.3, for each type to categorize
the linguistic features in advertising into 10 lexical features and 10 syntactic
features (Grey, 2008). The lexical features are hyperbole, neologism, weasel word,
familiar language, simple vocabulary, repetition, euphemism, humor, glamorization

27
and potency. The syntactic features are short sentence, long noun phrase, ambiguity,
use of imperative, simple and colloquial language, present tense, syntactic
parallelism, association, ellipsis, and incomplete sentence. The other table
components, as shown in table 3.4, was designed based on Kleppner’s theory of
persuasion techniques in advertising.
Table 3.2 The Observation of Lexical Features
Sentences H N WW FL SV R EU HU G P
ABBREVIATIONS
H : Hyperbole R : Repetition
N : Neologism EU : Euphemism
WW : Weasel Word HU : Humor
FL : Familiar Language G : Glamorization
SV : Simple Vocabulary P : Potency
Table 3.3 The Observation of Syntactic Features
Sentences SS LNP A UI SC P SP AS EL IS
L T
ABBREVIATIONS
SS : Short Sentence PT : Present Tense

LNP : Long Noun Phrase SP :Syntactic Parallelism
A : Ambiguity AS : Association
UI : Use of Imperative EL : Ellipsis
SCL :Simple and Colloquial IS : Incomplete Sentence
Language
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Table 3.4 The Observation of Persuasion Techniques
Advertisements Pioneering Stage Competitive Stage Retentive Stage
D. Data Analysis Techniques
The researcher did certain steps to answer the research questions. In
conducting qualitative research, there were three main steps that must be done
simultaneously. According to Miles & Huberman (1994), the three fundamental
steps are data reduction, data display, and conclusion drawing. Thus, this part
explains the three major steps to analyze the data that were done in the research.
1. Data Reduction
The data reduction process consists of selecting, simplifying, and
transforming the data. Miles & Huberman (1994) state that data reduction is “a form
of analysis that sharpens, sorts, focuses, discards, and organizes data in such a way
that “final” conclusion can be drawn and verified” (p. 11). Furthermore, there were
some other steps done by the researcher in conducting the research. The first step
was collecting and preparing the data to be analyzed. The researcher chose
Maybelline New York because it is one of popular makeup brands in the world. The
data were found by the researcher from the internet. Maybelline New York
Company has an official website that is always up-to-date. There are many lists of
products sort by the products’ popularity, one of them is best seller products’ list.
The research chose the products from the best seller list in Maybelline New York’s
official website. After that, the chosen best seller products were sorted by the
29
number of the good reviews. In this case, the good reviews consisted of at least four
stars. Then, the researcher searched the products’ written advertisements in google.
The second thing to do was the researcher recruited other people to be the
observers. Klein, Erchul, & Pridemore (1994) say that to build the trustworthiness,
multiple observers are necessary to remove the subjectivity. The researcher has
some qualifications in choosing the observers. First, the observers must be English
graduates. Second, the observers had studied about sociolinguistics course. There
were three observers including the researcher. The other observers were English
Language Study Program graduates of Sanata Dharma University. The researcher
contacted them via e-mail to ask a help for analyzing the data. Before analyzing the
data, the observers studied about the linguistic features and persuasion techniques
in advertising first. After that, the three observers including the researcher started
to classify the linguistic features used in written advertisements. Furthermore, all
the observers met to classify the data in the same place and time so that the
discussion had productively done.
The data were classified by applying codes and marking the words. The
researcher used different codes and signs in categorizing each feature. The codes
were needed to name each feature that appeared in the written advertisements. Then,
each feature also had their own sign. The different signs helped the observers in
identifying the features. The use of coding helped researcher in identify
information, to search and reclaim the data (Cohen, Manion, & Morrison, 2011).
30
The use of codes in analyzing the data was decided by some considerations.
In analyzing data, the mistake could be minimized because each feature had their
own codes and signs. The observers could analyzed and categorize the data easily.
Then, it could be easier and clearer for the readers to understand the exact meaning
of the codes. Below is the example box of the data coding used in the research.
Super Stay Matte Ink Un-nude Liquid Lipstick
“Our most long-wearing nudes”

*Matte liquid lipstick that stays all day.*
(Up to 16hr wear… no drying!)
New “Super Stay Matte Ink Un-nude Liquid Lipstick”
Figure 3.1 Coding Scheme
Underline = Hyperbole
Orange = Neologism
Bold = Weasel Word
Box shape = Familiar Language
Oval shape = Simple Vocabulary
UPPERCASE = Repetition
{Braces} = Euphemism
Highlight = Humor
[Bracket] = Glamorization
Strikethrough = Potency
(Parentheses) = Short Sentence
“Quotation mark”= Long Noun Phrase

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Light green = Ambiguity
/Solidus/ = Use of Imperative
Italic = Simple and Colloquial Language
*Asterisk* = Present Tense
Green = Syntactic Parallelism
Sky Blue = Association
Red = Ellipsis
Purple = Incomplete Sentence
2. Data Display
After giving all the codes and signs, the data of linguistic features used were
placed on the observation table. They were placed and categorized one by one
sentence based on each pattern. Then, the findings were displayed in a table.
Analyzing the data with thematic analysis was the next step that the
researcher did in this research. Ibrahim (2012) defines that “thematic analysis is a
type of qualitative analysis. It is used to analyze classifications and present themes
(patterns) that relate to the data” (p. 40). It means the data will be easier and clearer
to analyze if they are arranged tidily by the pattern. The researcher used thematic
analysis in analyzing the data because it is the proper way for any study that deals
with interpretations. Ibrahim (2012) claims that “thematic analysis is considered the
most appropriate for any study that seeks to discover using interpretations” (p. 40).
It means that a good qualitative research is required to be able to draw
interpretations and be persistent with the collected data. There were six themes as
32
the patterns in gathering the data. Here are the theme observation table of each
research question:
Table 3.5 Frequent Linguistic Features Used
Theme Feature 1 Feature 2 Feature 3 Feature 4 Feature 5

Theme 1
Theme 2
Theme 3
Table 3.6 Persuasion Techniques Used
Theme
Advertisements
Theme 4 Theme 5 Theme 6
The researcher applied thematic analysis to show the most frequent
linguistic features used by Maybelline New York Company in their written
advertisements. Each sentence in the written advertisements that was related with
the classified pattern was identified by the researcher and observers. In this step, all
the observers found what linguistic features were used in the written
advertisements. After that, the researcher went to the next step in the research.
Through the findings of linguistic features, the researcher and observers identified
what kind of persuasion techniques used in each written advertisement based on the
last three themes.

33
3. Conclusion Drawing
After analyzing and getting the findings, the researcher went to the final
step. The results of the finding were summarized in conclusion drawing part.
Conclusions are used to verify the data findings as the analyst proceeds (Miles &
Huberman, 1994). The researcher and observers made some claims through the
research findings. Claims were used to verify the data with the foundation theories
.
E. Triangulation
The researcher did investigator triangulation to minimize the bias.
According to Denzin & Lincoln (2005), there are many kinds of triangulation in
qualitative research. One of them is investigator triangulation which uses multiple
observers in analyzing the problem. Triangulation “involves the use of multiple and
different methods, investigators, sources and theories to obtain corroborating
evidence” (Onwuegbuzie & Leech, 2007, p.239). This technique helped the
researcher to reduce bias and examine the different perceptions.
F. Trustworthiness
The researcher did triangulation to keep the research’s trustworthiness and
minimizing the bias. Lincoln & Guba (1985) and Graneheim & Lundman (2004) in
Rolfe’s journal (2006) state some kinds of trustworthiness in a research.
Trustworthiness has been further divided into credibility, which

corresponds roughly with the positivist concept of internal validity;
dependability, which relates more to reliability; transferability, which is a
form of external validity; and confirmability, which is largely an issue of
presentation (p. 305).
34
Multiple investigators triangulation was used in this research. The multiple
observers will bring different perceptions and strengthen the integrity of the
findings. Multiple investigators triangulation also removed the subjectivity in the
research. In this research, there were two people as the other observers
in the same time and place. Therefore, all the observers met and gathered the data
together.
CHAPTER IV
RESEARCH FINDINGS AND DISCUSSION
This chapter elaborates the research findings and discussion in order to
answer the research questions. This chapter is divided into five sections. The first
section explains about the types and sources of data. The second part defines how
the data were analyzed by the researcher. The third part shows the answer of the
research questions about linguistic features and persuasion techniques used by
Maybelline New York Company in the written advertisements. Then, the fourth
part explains the conclusion drawing of the data findings. Furthermore, the last part
explains the relevance of the study with English language teaching.
A. Data Reduction
There were some steps in choosing and analyzing the data. The researcher
chose products based on Maybelline-New-York’s best seller list in their official
websites. There were 14 written advertisements which fulfill the qualifications.
In finding the data about linguistic features and persuasion techniques used
in the chosen written advertisements, the researcher applied investigator
triangulation in minimizing the bias. There were two people who were asked to be
the observers. They had studied the topic then analyzed the data together. There
were three observers in total including the researcher. The other observers were
English Language Education Study Program students in Sanata Dharma University,
35
36
both of them also studied about linguistics as well. All the observers discussed and
analyzed the data together in the same place and time.
Linguistic features in advertising by Grey (2008) and persuasion techniques
in advertising by Kleppner (1986) were used as the foundation theories in
conducting this research. There were many features to be classified, so the
researcher used coding technique for each feature. There were some considerations
in using coding in this research. Coding helped the researcher to minimize the
mistakes in analyzing because every feature had different label and pattern.
Moreover, the database could be seen clearly and the reader could understand the
meaning of the codes directly. The table below explains each category with its own
code:
Table 4.1 Coding Scheme
Categories Codes
Hyperbole Underline
Neologism Orange
Weasel Word Bold
Familiar Language Box Shape
Simple Vocabulary Oval Shape
Repetition Uppercase
Euphemism Braces
Humor Highlight
Glamorization Bracket
Potency Strikethrough
Short Sentence Parentheses
Long Noun Phrase Quotation Marks
Ambiguity Light Green
37
Categories Codes
Use of Imperative Solidus
Simple and Colloquial Language Italic
Present Tense Arterisk
Syntactic Parallelism Green
Association Sky Blue
Ellipsis Red
Incomplete Sentence Purple
Thus, the final decision of all the observers’ arguments are presented in this
chapter. The findings presented were approved and supported by the foundation
theories explained in the previous chapter. To minimize bias in the result, there were
six themes which were used to categorize the findings. Each research question had
three themes as the answer. Here is the list of themes that were found by the
researcher:
1) The linguistic features which are used to exaggerate products’ superiority
2) The linguistic features which are used to introduce new products
3) The linguistic features which are used to explain the effects of using the
products
4) The persuasion technique used to persuade consumers to buy new products
5) The persuasion technique used to compete with other products
6) The persuasion technique used to manage the products’ existence

38
B. Data Display
This section explains the answer of each research question based on the all
observers’ final agreement. In the first research question, the research focused only
on the linguistic features used in the written advertisements. It was based on the
Grey’s theory (2008) about the linguistic features in advertising. Meanwhile, in the
second research question, the research focused on the persuasion techniques used
in the written advertisements. It applied Kleppner’s theory (1986) about persuasion
techniques in advertising. The data were gathered and analyzed by the themes.
Thematic analysis was used in analyzing the classifications and patterns related
with the data (Boyatzis, 1998). It means that most used linguistic features would be
analyzed based on the research pattern.
Exaggerate products’
superiority
Introduce the new

Research Question 1
products
The effects of using

the products
Persuade consumers
to buy new products
Compete with other

Research Question 2
products
Manage the products’

existence
Figure 4.1 The Contribution Data of Linguistic Features and Persuasion Techniques
used in Written Advertisements by Maybelline New York
39
The figure of contribution data findings above represents how the linguistic
features and persuasion techniques were used by Maybelline New York in written
advertisements. The research focused in linguistic features and persuasion
techniques used in advertising. It shows that the first three themes answer the first
research question about the linguistic features used in Maybelline-New-York
written advertisements. Furthermore, the rest three themes answer the second
research question about persuasion techniques used in Maybelline-New-York
written advertisements.
1. The linguistic features which are used to exaggerate products’ superiority
Attracting consumers’ attention is one of the goals in advertising. There
were five frequent linguistic features which applied to exaggerate the products’
superiority. Moreover, it appeared many times in fourteen Maybelline-New-York
written advertisements. The data were found and agreed by all the observers. The
advertiser used it in hyperbole feature 10 times, potency feature 6 times, long noun
phrase feature 16 times, present tense feature 3 times and incomplete sentence
feature 10 times. Here are the examples of features used in sentences which
exaggerate products’ superiority.
[1] Our most long-wearing nudes.
[2] All-day relentless perfection ends the mirror check
[3] Applicator shapes to create perfectly defined brows.
[4] Super Stay 24 Liquid Lipstick Super Impact.
[5] Matte liquid lipstick that stays all day.
[6] Super Stay Full Coverage Foundation.

40
2. The linguistic features which are used to introduce new products
Advertisers make advertisements to announce their product to the
consumers, whether the product is new or old. Furthermore, all the observers found
that almost all of Maybelline-New-York written advertisements applied five
frequent linguistic features to introduce the new products. They appeared in
hyperbole feature 10 times, potency feature 3 times, long noun phrase feature once,
present tense and incomplete sentence features 2 times. The data were found and
agreed by all the observers. Below are the example of the use of linguistic features
in introducing new products:
[1] New Big shot volume.
[2] Our first longwear foundation that improves skin’s appearance.
[3] Now back in blue.
[4] 8 new shades. Fit Me! Now 40 fits in all.
[5] Our 1st chrome powder.
3. The linguistic features which are used to explain the effects of using
the products
Advertisements were made in order to persuade the readers to buy a product.
The advertisers have to choose the appropriate and interesting words to build
consumers’ belief in consuming the products. All the observers agreed that
Maybelline New York Company applied five most used linguistic features to
persuade consumers by mentioning the effects of consuming the products. The use
41
of influence words can build new belief in consumers’ thought. The research found
that those words appeared in hyperbole and long noun phrase features 5 times,
potency features 5 times, present tense 20 times and incomplete sentence features
19 times. The data were found and agreed by all the observers. Here are the
examples of the five linguistic features used in explaining the effects of using the
products:
[1] 80% saw bigger bolder
[2] Brighter, more even, stress-free.
[3] The hottest way to glow.
[4] Blurring powders control shine and blur ores.
[5] Feel the compulsion.
[6] Up to 24HR full-coverage transformation.
4. Persuasion technique used to persuade consumers to buy new

products
There are three steps of persuasion techniques in advertising. One of them
is pioneering stage. It is the first step in advertising, so the aims of this step is
introducing the new products to the consumers (Kleppner, 1986). There were nine
written advertisements by Maybelline New York that announced the new products.
All the observers found that those written advertisements mostly used new to inform
the recent released product. The data were found and agreed by all the observers.
Below the written advertisements lists by Maybelline New York which persuaded
consumers to buy a new product through advertisement:

42
[1] Super Stay Matte Ink Un-nude Liquid Lipstick
[2] Color Sensational Shaping Lip Liner
[3] Color Sensational Matte Metallics Lipstick
[4] Super Stay Better Skin Foundation
[5] Shine Compulsion lipstick Make Up By Color Sensational
[6] The 24k Nude Eyeshadow Palette
[7] Super Stay Full Coverage Foundation
[8] Face Studio Master Chrome Metallic Highlighter Makeup
[9] Dream Cushion Fresh Face Liquid Foundation
5. Persuasion technique used to compete with other products
The second persuasion step is competitive stage. In this step, the product
advertised usually is competing with another brand or product (Kleppner, 1986).
The researcher found some Maybelline-New-York written advertisements applied
this technique to compare the product with other products. The data were found and
agreed by all the observers. The list below presents Maybelline-New-York written
advertisements which used persuasion techniques to compete with other products:
[1] Volum’ Express The Colossal Big Shot
[2] Super Stay 24 Liquid Lipstick Super Impact
[3] Brow Drama Shaping Chalk Eyebrow Powder
[4] Fit Me Matte + Poreless Foundation
6. Persuasion technique used to manage the products’ existence
The last step of persuasion technique in advertising by Kleppner (1986) is
retentive stage. In this stage, the product advertised was already well known by the
43
consumers. It means that the advertiser just manages the existence of the product
by advertising. The data were agreed by all the observers. The observers only found
one written advertisement of Maybelline New York which managed the popular
product by advertising.
[1] Great Lash Royal Blue Washable Mascara
All the observers found some findings about the linguistic features and
persuasion techniques used in advertising. The complete findings of the research
are obtainable in the tables that placed in appendix III.
C. Conclusion Drawing
After analyzing the data, the researcher made some conclusions and claims
related with the research findings of the linguistic features and persuasion
techniques used in written advertisements by Maybelline New York. This section
explains the conclusion and claims of the findings.
1. Linguistic Features Used by Maybelline New York
This part shows the result of the discussion which done by the observers.
Here is the table of the linguistic features used in Maybelline-New-York written
advertisements. The detailed table of linguistic features used in written
advertisement is presented in the appendix II part.

44
Table 4.2 Linguistic Features Used

in Written Advertisement by Maybelline New York
Is it used in Maybelline-New-York
No Linguistic Features written advertisements?
Yes No
1 Hyperbole 
2 Neologism 
3 Weasel Word 
4 Familiar Language 
5 Simple Vocabulary 
6 Repetition 
7 Euphemism 
8 Humor 
9 Glamorization 
10 Potency 
11 Short Sentence 
12 Long Noun Phrase 
13 Ambiguity 
14 Use of Imperative 
15 Simple & Colloquial 
16 Present Tense 
Language
17 Syntactic Parallelism 
18 Association 
19 Ellipsis 
20 Incomplete Sentence 
From the table above, all the observers found that Maybelline-New-York
written advertisements did not use all linguistic features defined by Grey (2008) in
advertising. There were two lexical features and two syntactic features did not apply
by the advertiser. They are neologism, euphemism, ambiguity and syntactic

45
parallelism. While, all the observers defined that hyperbole, potency, long noun
phrase, present tense and incomplete sentence a re the most used linguistic features
in Maybelline-New-York written advertisements.
a. Hyperbole
Describing something extravagantly is a powerful way to grab consumers’
attention. Leech (1972) states that hyperbole is often related with personal value
and sentiments such as opinion and personal feeling in exaggerating manner. The
research confirms that the use of hyperbole features mostly explains the company’s
excessive opinion about the product’s specifications. Hyperbole words were also
used to introduce new products and explain the effects of using the products.
In Volum’ Express The Colossal Big Shot Washable Mascara, for example,
the use of The Colossal Big Shot describes how big the mascara’s brush is and also
the result of using the products. The word Colossal means extraordinary great in
size, extent and degree. The advertiser used the word Big too after Colossal,
meanwhile the meaning is almost the same. They both were used to hyperbole the
product in a brief description in order to make a new thought in consumers’ mind.
Thus, when consumers read that, they believe that their eyelash’s volume will be
extraordinarily great if they use this product.
In Super Stay Better Skin Foundation, the word New Super Stay Better Skin
describes the superiority of the product, which has a good endurance as foundation.
The advertiser added word super before stay to made the consumers think
exaggeratedly that it is the outstanding product which stay on the face as the makeup
foundation.
46
The word new was one of dominating hyperbole words that used in
Maybelline-New-York written advertisements. It can be found in the products’
name. There were 10 out 14 advertisements used the word new to highlight the
existence of Maybelline New York current products. The other words such as super,
perfectly, more, most, and than ever also revealed the use of hyperbole in
b. Potency
Potency feature was used in 10 Maybelline-New-York written
advertisements. Grey (2008) defines potency words as words which are able to offer
new value, novelty or immediacy. The researcher and observers agree with this
statement. All the observers found that potency was used by the advertiser to
explain the superiority value and also the effects of using the products. An example
is our 1st chrome powder in Face Studio Master Chrome Metallic Highlighter. The
word 1st could be considered a potency word. It explained the value of the product.
The consumers may conclude that the product is new in Maybelline New York
Company. It was the first chrome highlighter. Similar with it, upper Stay Better
Skin Foundation used our first longwear foundation as the potency feature. From
the words our first, the consumers know that the product is the first foundation
which stay long wear on the face.
Potency words also offer some novelty when consuming the product. For
example, the use of the word stress-free offers the good novelty to the consumers.
Moreover, it builds the consumers’ belief in deciding to buy the product. The other
47
potency words found in Maybelline-New-York written advertisements were super,
defined, bigger, great, and super stay.
c. Long Noun Phrase
Long noun phrase feature was used to describe the products’ superiority
mostly in the products’ name. A long noun phrase helps the advertiser to offer and
describe the products’ specialty in one sentence. Grey (2008) states that long noun
phrase feature in advertisement is usually used to describe the product in more than
three words or more than two independent phrases. The statement was confirmed
by the researcher. It could be seen in the Maybelline New York products’ names
which have more than one independent phrases, for example in Super Stay Full
Coverage Foundation advertisement.
There was two long noun phrase. They were Super Stay Full Coverage
Foundation as the product name and Up to 24HR full-coverage transformation.
Those long noun phrases had the same purpose to explain the products’ qualities.
Most of long noun phrases in Maybelline-New-York written advertisements were
describing and explaining the effects of the product, the benefits when using the
product, and also a challenge for the consumer to prove what were written in
advertisements.
d. Present Tense
The observers found 13 written advertisements which used present tense
feature. There was only one written advertisement which did not use present tense.
Grey (2008) says that present tense in advertising implies the universal timelessness.
48
This statement was confirmed by the researcher and the observers while analyzing
the data. In this research, the advertiser used present tense to make the consumers
feel the effects of the product specifications. Therefore, when consumers read the
advertisements, they can feel the real time effect.
As an example, there were four present tense in Super Stay 24 Liquid
Lipstick Super Impact advertisement. They are All-day relentless perfection ends
the mirror check, Cracks under pressure, Looks + feel fresh, and I don’t have time
for it. The words ends, cracks, looks, and do not have clearly showed the use of
present tense. It makes the consumers like feel the real sensation of the ends of
mirror check and cracking face with the fresh look, then finally consumers do not
have a time for think twice to buy the product. The consumers have imagined the
benefits even before buying the product. This is what the advertiser wants in the
end. Other examples of present tense are see it, believe it, helps lipstick stay longer,
reduces lipstick bleeding and blurring powders control shine and blur ores.
e. Incomplete Sentence
Advertisements can be seen every time and everywhere. In written language,
advertisers must be aware of long sentences that are not important to show. Using
incomplete sentence in advertising is a good idea. Many people read written
advertisement quickly. They just read the point of the advertisement. Incomplete
sentence feature helps the consumers catch the key point of the message in
advertisement easily (Grey, 2008). It was confirmed and used in 12 written
advertisements to explain the information of products briefly in a simple way.

49
Advertisements must be clear and brief to make the readers understand and
remember the product easily.
Maybelline New York mostly used incomplete sentence in advertising the
products. From 14 written advertisements, there were only two advertisements
which did not use incomplete sentence. They used incomplete sentence to
exaggerate products’ superiority, introduce the new products, and explain the
effects of using the product briefly but still informative. In Color Sensational
Shaping Lip Liner advertisement, there was a sentence Helps lipstick stay longer.
This sentence was not complete. In grammatical rules, the sentence was incorrect
because many words were missing. If the advertisers use complete message, it must
be like The Color Sensational Shaping Lip Liner helps your lipstick to stay longer
than before.
2. Persuasion Techniques Used by Maybelline New York
After finding the use of linguistic features in each written advertisements,
the observers analyzed the use of persuasion techniques based on Kleppner’s theory
in 1986. There are three types of persuasion techniques in advertising based on
marketing and human characteristics. Those techniques are pioneering stage,
competitive stage, and retentive stage. This part explains the findings of persuasion
techniques used in fourteen Maybelline-New-York written advertisements. Here is
the conclusion table of persuasion techniques used in Maybelline-New-York
50
Table 4.3 Persuasion Techniques Used

in Written Advertisement by Maybelline New York
Persuasion Techniques
Advertisements
No Pioneer Competitive Retentive
Stage Stage Stage
1 Super Stay Matte Ink Un-nude 
Liquid Lipstick
2 Great Lash Royal Blue 
Washable Mascara
3 Color Sensational Shaping Lip 
Liner
4 Volum’ Express The Colossal 
Big Shot Washable Mascara
5 Super Stay 24 Liquid Lipstick 
Super Impact
6 Color Sensational Matte 
Metallics Lipstick
7 Super Stay Better Skin 
Foundation
8 Brow Drama Shaping Chalk 
Eyebrow Powder
9 Fit Me Matte + Poreless 
Foundation
10 Shine Compulsion lipstick 
Make Up By Color Sensational
11 The 24k Nude Eyeshadow 
Palette
12 Super Stay Full Coverage 
Foundation
13 Face Studio Master Chrome 
Metallic Highlighter Makeup
14 Dream Cushion Fresh Face 
Liquid Foundation
From the table above, all the observers agreed that almost all the
Maybelline-New-York written advertisements used pioneering stage as the
persuasion technique in advertising. Four of them used competitive stage as the

51
persuasion technique and one of them used retentive stage as the persuasion
technique to grab the consumers’ attention.
a. Pioneering Stage
There were 9 written advertisements which applied this persuasion
technique. It was because those written advertisements fulfil all the purpose of the
pioneering stage. Introducing new products with its specifications and the need for
readers is the purpose of pioneering stage in persuasion techniques based on
Kleppner (1986). All the observers found and confirmed that those nine written
advertisements were made to introduce new products, show that products fulfil the
consumers’ need, and the products were really beneficial to have. Almost all of
those written advertisements used the word new to attract consumers’ attention in
informing their new products.
Face Studio Master Chrome Metallic Highlighter Makeup written
advertisement used our 1st to announce the company’s new product. It also
explained the specifications in detail. Meanwhile, in Super Stay Better Skin
Foundation written advertisement, the word new was the clue that expressed the use
of pioneering stage. The word new showed that it was the new foundation product
which had been released by Maybelline. Moreover, the advertisement also
presented the good effects and benefits of the product in detail.
The other written advertisements such as Super Stay Matte Ink Un-nude
Liquid Lipstick, Color Sensational Lip Liner, Color Sensational Matte Metallics
Lipsticks, Shine Compulsion Lipstick, The 24K Nude Eyeshadow Palette, Super
Stay Full Coverage Foundation, and Dream Cushion Fresh Face Liquid Foundation
52
applied pioneering stage as the persuasion techniques with the word new as the
word that could attract consumers’ attention. With this word and the detail
information, consumers would be curious about the new product and wanted to try
the products.
b. Competitive Stage
In this technique, advertisers want to prove that the product is the best
among the other brands of the same kind. The purpose of advertising the product is
to compete with another product (Kleppner, 1986). The specialty of the product
must be written in advertisement as the product’s characteristic. In this research,
there were four written advertisements of Maybelline New York that used
competitive stage as the persuasion technique. Those written advertisements
fulfilled the purpose of competitive stage in advertising by Kleppner (1986).
All the observers found that the products of those written advertisement
were competing with another same product. For example, there was trend alert
word in Brow Drama Shaping Chalk Eyebrow Powder. In this case, those words
showed that the product was in trending. The booming products usually had many
rival in selling the product which means that the product was in competition with
other products. Thus, persuasion technique used in the advertisement must be
competitive stage.
Another written advertisements which used competitive stage as the
persuasion technique was Fit Me + Poreless Foundation. In this advertisement, the
observers found more mattifying shades than ever as the comparative word.
Comparative word was used to compare something with another whether better or
53
worse. It means that the product was competing with another product so that this
written advertisement used competitive stage to persuade the consumer. The other
Maybelline-New-York written advertisements that used competitive stage were
Volum Express Colossal Big Shot and Super Stay 24 Liquid Lipstick.
c. Retentive Stage
Retentive stage is used by the advertiser when the product has been well-
known and used by consumers. Based on Kleppner (1986), the purpose of this stage
is to manage the product existence. In this research, there was only one Maybelline-
New-York written advertisements which used retentive stage as the persuasion
technique. The observers found that this written advertisement used retentive stage
to fulfil its purpose in reminding the consumers that the product is still exist. The
product advertised has already well known and used by consumers.
In Great Lash Royal Blue Washable Mascara written advertisement, there
was Now back in blue. It explained that the product went back in sale but in different
color. Based on Maybelline New York’s official website, Great Lash was still
American’s favorite mascara after 40 years. It means that the product was popular
among the consumers. All the observers agreed that it used retentive stage as the
persuasion technique.
Based on the findings, there are several claims found by the researcher
through this research:
1) Maybelline New York Company frequently used five linguistic
features in written advertisements: hyperbole, long noun phrase,

54
potency, present tense, and incomplete sentence. They make the
advertisement effective and the consumers can catch the message
easily.
2) Maybelline New York Company used pioneering stage and
competitive stage more frequent as the persuasion techniques to
persuade the consumers to buy new products and to compete with
other products.
3) Maybelline New York mostly advertise the new products to inform
the consumers.
4) Written advertisements by Maybelline New York are good and
understandable.
D. The Research Relevance with English Language Teaching
This linguistic research has a relevance with English language teaching,
especially teaching English for Specific Purpose (ESP) and genre-based teaching.
Petrovska (2008) says in her journal that “advertisements are often used in the ESP
classroom to explore the culture presented through a particular advert” (p. 168).
Through the linguistic features and persuasion techniques of advertising, ESP
students learn the new language styles and also the new culture. Meanwhile, the
research also has a relevance with genre-based teaching. In Indonesia, ‘genre’ is
quite popular in teaching field. Dirgeyasa (2016) states “genre is then defined the
use of the language by means of typical and specific way in order to achieve specific
goals” (p. 46). It means that learning linguistic features and persuasion techniques
used in advertisements is one of genre-based teaching activity. Teachers may use

55
the research topic in teaching English language with genre-based teaching,
especially genre writing. Students will improve their writing skill while learning
and making advertisements with the suitable linguistic features and persuasion
techniques.
CHAPTER V
CONCLUSIONS, IMPLICATIONS
AND RECOMMENDATIONS
In this chapter, the researcher presents three sections. Those sections are
conclusions, implications, and recommendations of the study.
A. Conclusions
This section explains the summary of this research. The research aimed to
find out the linguistic features and persuasion techniques used in Maybelline-New-
York written advertisements. The researcher used document analysis as the method
to analyze the data. The data were analyzed based on Grey’s theory (2008) for the
linguistic features in advertising and Kleppner’s theory (1986) for the persuasion
techniques in advertising.
Based on the findings and discussion, all the observers found that not all
linguistic features were used by Maybelline New York Company. All the observers
defined that hyperbole, long noun phrase, present tense, incomplete sentence, and
potency were linguistic features used more frequent in Maybelline-New-York
Hyperbole and long noun phrase features were applied in every written
advertisement. Hyperbole feature is mostly applied to excessively explain the
company’s opinion about the product’s specifications. It is also mostly used to
introduce new products. Hyperbole features was applied twenty five times in
56
57
While, long noun phrase feature was used to describe the products’
superiority mostly in the products’ names. Grey (2008) states that long noun phrase
feature in advertisement is usually used to describe the product in more than three
words or more than two independent phrases. It can be that Maybelline New York
products’ names have more than one independent phrases, for example Volum’
Express The Colossal Big Shot Washable Mascara.
The observers found there were thirteen written advertisements which used
present tense feature. In this research, the advertiser used present tense to make the
consumers feel the effects of the product specifications. Thus, when consumers read
the advertisements, they can feel the real time effect. For example, see it, believe it,
helps lipstick stay longer, reduces lipstick bleeding and blurring powders control
shine and blur ores.
Incomplete sentence feature was used in twelve written advertisements to
explain the information of products briefly in a simple way. The researcher found
that Maybelline-New-York written advertisements used incomplete sentence
feature most of the time than other linguistic features. It was applied thirty one time.
It was used to create the simple and memorable words or sentences in the
advertisements. This feature helps the consumers catch the key point of the message
in advertisement easily (Grey, 2008). It means that advertisements must be clear
and brief to make the readers understand and remember the product easily.
Last but not least, potency feature was used in ten Maybelline-New-York
written advertisements. Grey (2008) defines potency words as the words which are
able to offer new value, novelty or immediacy. All the observers found that
58
potency is used by the advertiser to explain the superiority value of the products.
It also offered some novelty when consuming the product. For example, the use of
the word stress-free offers the good novelty to the consumers. Moreover, it built
the consumers’ belief in deciding to buy the product.
After finding the use of linguistic features, the observers analyzed what
kind of persuasion techniques used by Maybelline New York Company to
persuade consumers. Almost all Maybelline-New-York written advertisements
used pioneering stage as the persuasion technique in advertising. There were nine
written advertisements which applied this persuasion technique. The purpose of
this technique was to introduce the new product and show that the product fulfils
the consumers’ need and the product is really beneficial. Almost all of those
written advertisements used the word new to attract consumers’ attention in
informing their new product. The other written advertisement which used this
persuasion technique used our 1st as their new product information.
The other four Maybelline-New-York written advertisements used
competitive stage as the persuasion technique in advertising the products. In this
stage, the products were competing with another same product. It showed in the
comparative words that used by the advertiser: more mattifying shades than ever.
There was also a written advertisement that used trend alert to attract consumers’
attention. This word made the new consumers’ believe that trending product is
good to buy.
Lastly, there was only one Maybelline-New-York written advertisement
which used retentive stage as the persuasion technique. The observers found that
59
this written advertisement used retentive stage to fulfil its purpose in reminding
the consumers that the product was still exist. The product which was advertised
already well known and used by consumers.
To summarize, the researcher and the observers agreed that written
advertisements by Maybelline New York are good and effective. They used the
appropriate linguistic features that makes consumers understand the point easily.
B. Implications
The researcher has expectation that this study can be useful, especially in
English language teaching field. The research discussed about linguistic features
and persuasion techniques in advertisements, so the research can be the material in
teaching English for Specific Purpose (ESP) and genre-based teaching. Through the
linguistic features and persuasion techniques of advertising, ESP students learn the
new language styles and also the new culture. The learning process will be more
interesting and enjoyable. Students can explore the language structure and function
of the visual or printed advertisements.
Then, teachers may use the research topic in teaching English language with
genre-based teaching, especially genre writing. Knowing the linguistic features and
persuasion techniques of advertising helps students in improving their writing skill.
Students can make the good advertisements with the appropriate language styles.
60
C. Recommendations
The researcher has recommendation for the future researchers who have the
same interest in linguistic field, especially in analyzing linguistic features and
persuasion techniques in advertisements. The future researchers should find another
kind of written advertisements as the research’s object such as written
advertisements in magazine and newspaper. Hopefully, the future researchers can
improve the research and make it more interesting.

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APPENDICES
63
64
APPENDIX I
Written Advertisements by Maybelline New York
Super Stay Matte Ink Un-nude Great Lash Royal Blue

Liquid Lipstick Washable Mascara
Brow Drama Shaping Chalk Dream Cushion Fresh

Face
65
Color Sensational Shaping Lip Liner Super Stay 24 Liquid Lipstick

Super Impact
Color Sensational Fit Me Matte + Poreless

Matte Metallics Lipstick Foundation
Volum’ Express The Colossal Big Shot Washable Mascara

66
Super Stay Better Skin Foundation Shine Compulsion lipstick Make

Up
By Color Sensational
The 24k Nude Eyeshadow Palette Super Stay Full Coverage Foundation
Face Studio Master Chrome Metallic Highlighter Makeup

67
APPENDIX II
Observation Table of Lexical Features Used

in Written Advertisements by Maybelline New York
H : Hyperbole R : Repetition
N : Neologism EU : Euphemism
WW : Weasel Word HU : Humor
FL : Familiar Language G : Glamorization
SV : Simple Vocabulary P : Potency
“Super stay matte ink un-nude liquid lipstick” 
“Our most long-wearing nudes”   
*Matte liquid lipstick that stays all day. * 
(Up to 16hr wear… no drying!) 
New super stay matte ink un-nude 
“Color sensational shaping lip liner” 
Fuller, defined lips.  
New Color sensational shaping lip liner 
(*Helps lipstick stay longer*.) 
( *Reduces lipstick bleeding.*) 
Available in 8 shades
68
“Volum’ express the colossal big shot washable mascara” 
New [“Big shot volume.”]  
/*SEE IT. BELIEVE IT.*/  
80% saw [“BIGGER BOLDER volume.”]    
/Discover more./  
“Super stay 24 liquid lipstick super impact”  
(*All-day relentless perfection ends the mirror check.*)  
NO FLAKING. NO CAKING. NO DRYING. 
Super stay 24 color 
All-day color + comfort from super stay 24 color with micro-flex

technology
Without micro-flex: *Cracks under pressure*
With micro-flex *Looks + feel fresh.*
Mirror check?* I don’t have time for it*.   
Available in 30 shades
[“Color sensational matte metallics lipstick”]  
New [brushed metal finish gleams with sophistication.]  
(*Now mattes ignite.*) 
New Color sensational matte metallics  
10 brushed metallic shades.
[Ignite the light.]   
“Super stay better skin foundation”  
/Stop stressing about your skin./ 
69
All-day flawless coverage, better-looking skin in 3 weeks. 
“New superstay better skin”  
*(Our first longwear foundation that improves skin’s
 
appearance)*
(*EVERY MINUTE YOU’RE IN IT.*)  
Brighter. More even. Stress-free. 
Bye-bye spots dullness unevenness 
“Brow drama shaping chalk eyebrow powder” (2108) 
Trend alert.
[Flawlessly shaped brows with browdrama shaping powder] 
(Soft powder evenly fills brows.)
“Thick-to-thin brush”
*[“Applicator shapes to create perfectly defined brows”]*  
“Fit Me Matte + Poreless Foundation” (2031)
/*Make fit happen.*/  
*Fit skin tone and texture.* 
Now in more mattifying shades than ever. 
FIT me! Matte + Poreless Liquid Foundation.
(*Blurring powders control shine and blur ores.*)
For our most natural look.  
8 8 new shades. Fit Me! Now 40 fits in all.
Individuality?(* I’m all for it.*)   
“Shine Compulsion lipstick Make Up By Color Sensational” 
70
New Shine compulsion by color sensational  
Color so saturated.
Shine so irresistible.
/*Feel the compulsion.*/
[“The 24k Nude Eyeshadow Palette”] 
Fashioned for flash, [From gilded glints to major metals.] 
/*Dare to go nude.*/ 
New The 24k nudes palette 
(*When I dare to go nude, it’s pure gold.*)   
“Great Lash Royal Blue Washable Mascara” 
(*Now back in blue.*)
*Love the Royal Blue*.
Perfect Blue Mascara 
Good to have you back royal blue. 
New “Super Stay Full Coverage Foundation”  
The “superpower of makeup” 
“Up to 24HR full-coverage transformation.” 
“Face Studio Master Chrome Metallic Highlighter Makeup”
The hottest way to glow. 
Our 1st chrome powder for a warm metallic sheen.  
New Master chrome 
Metallic highlighter
[Reflective metallic pigments for a chrome sheen.] 
71
Flattering for most skin tones. 
*Heat things up.* 
*/Show us how you #masterchrome/* 
“Dream Cushion Fresh Face Liquid Foundation”
New Dream cushion 
Liquid foundation on -the-go
*Reimagine complete*,
[luminous coverage.] 
Totals 25 0 14 11 12 4 0 2 11 17
72
Observation Table of Syntactic Features Used

in Written Advertisements by Maybelline New York
SS : Short Sentence PT : Present Tense
LNP: Long Noun Phrase SP :Syntactic Parallelism
A : Ambiguity AS : Association
UI : Use of Imperative EL : Ellipsis
SCL:Simple and Colloquial Language IS : Incomplete Sentence
Sentences SS LNP A UI SCL PT SP AS EL IS

“Super stay matte ink un-nude liquid lipstick” 
“Our most long-wearing nudes” 
*Matte liquid lipstick that stays all day. * 
(Up to 16hr wear… no drying!)  
New super stay matte ink un-nude
“Color sensational shaping lip liner” 
Fuller, defined lips. 
New Color sensational shaping lip liner
(*Helps lipstick stay longer*.)   
( *Reduces {lipstick bleeding}.*)   
Available in 8 shades 
“Volum’ express the colossal big shot washable mascara” 
73

New [“Big shot volume.”] 
/*SEE IT. BELIEVE IT.*/   
80% saw [“BIGGER BOLDER volume.”]  
/Discover more./ 
“Super stay 24 liquid lipstick super impact” 
(*All-day relentless perfection ends the mirror check.*)  
NO FLAKING. NO CAKING. NO DRYING. 
Super stay 24 color
All-day color + comfort from super stay 24 color with micro-

flex technology
Without micro-flex: *Cracks under pressure*   
With micro-flex *Looks + feel fresh.*   
Mirror check?* I don’t have time for it*.  
Available in 30 shades 
[“Color sensational matte metallics lipstick”] 
New [brushed metal finish gleams with sophistication.]
(*Now mattes ignite.*)   
New Color sensational matte metallics
10 brushed metallic shades. 
[Ignite the light.]
“Super stay better skin foundation” 
/Stop stressing about your skin./ 
All-day flawless coverage, better-looking skin in 3 weeks. 
74

“New superstay better skin” 
*(Our first longwear foundation that improves skin’s
 
appearance)*
(*EVERY MINUTE YOU’RE IN IT.*)  
Brighter. More even. Stress-free. 
Bye-bye spots dullness unevenness 
“Brow drama shaping chalk eyebrow powder” 
Trend alert. 
[Flawlessly shaped brows with browdrama shaping powder] 
(Soft powder evenly fills brows.)  
“Thick-to-thin brush”  
*[“Applicator shapes to create perfectly defined brows”]*  
“Fit Me Matte + Poreless Foundation”  
/*Make fit happen.*/   
*Fit skin tone and texture.*  
Now in more mattifying shades than ever. 
FIT me! Matte + Poreless Liquid Foundation. 
(*Blurring powders control shine and blur ores.*)  
For our most natural look.
9 8 new shades.. 
Fit Me! Now 40 fits in all 
Individuality?(* I’m all for it.*)   
“Shine Compulsion lipstick Make Up By Color Sensational” 
75

New Shine compulsion by color sensational
Color so saturated. 
Shine so irresistible. 
/*Feel the compulsion.*/   
[“The 24k Nude Eyeshadow Palette”]  
Fashioned for flash, [From gilded glints to major metals.] 
/*Dare to go nude.*/   
New The 24k nudes palette
(*When I dare to go nude, it’s pure gold.*)  
“Great Lash Royal Blue Washable Mascara” 
(*Now back in blue.*)   
*Love the Royal Blue*.  
Perfect Blue Mascara 
Good to have you back royal blue. 
New “Super Stay Full Coverage Foundation” 
The “superpower of makeup” 
“Up to 24HR full-coverage transformation.” 
“Face Studio Master Chrome Metallic Highlighter Makeup” 
The hottest way to glow. 
Our 1st chrome powder for a warm metallic sheen.
New Master chrome
Metallic highlighter
[Reflective metallic pigments for a chrome sheen.]
76

Flattering for most skin tones. 
*Heat things up.*  
*/Show us how you #masterchrome/*  
“Dream Cushion Fresh Face Liquid Foundation” 
New Dream cushion 
Liquid foundation on -the-go  
*Reimagine complete*,  
[luminous coverage.] 
Totals 12 22 0 7 6 24 0 2 10 33
77
APPENDIX III
Theme Table of Frequent Linguistic Features Used
Theme Hyperbole Potency Long Noun Phrase Present tense Incomplete

Sentence
Exaggerate  Most-long.  Super Stay  Super Stay Matte  Matte liquid  Available in 8
products’  Super Stay. Matte. Ink Un-nude Liquid lipstick that shades
superiority  Relentless  Super Impact. Lipstick. stays all day.  Available in 30
perfection.  Super Stay  Our most-long  Now mattes shades.
 Super Impact. 24. wearing nudes. ignite.  Now mattes
 Now mattes  Super Stay.  Color Sensational  Love the Royal ignite.
ignite.  Super Stay shaping lip liner. Blue.  10 brushed
 Super Stay. Full  Volum’ Express metallic shades
 Perfectly. Coverage. The Colossal Big  Soft powder
 Perfect.  Sensational Shot Washable evenly fills
 The Mascara . brows.
superpower.  Super Stay 24  Fashioned for
 The Colossal Liquid Lipstick flash, from
Big Shot. Super Impact. gilded glints to
 Color Sensational major metals.
Matte Metallics  Love the Royal
Lipstick Blue.
 Super Stay Better  Perfect Blue
Skin Foundation. Mascara.
78
 Brow Drama  Good to have

Shaping Chalk you back royal
Eyebrow Powder. blue.
 FIT me! Matte +  Liquid
Poreless Liquid foundation on-
Foundation. the-go.
 Shine Compulsion
Lipstick Make Up
by Color
Sensational.
 The 24k Nudes
Eyeshadow Pallete.
 Great Lash Royal
Blue Washable
Mascara.
 Super Stay Full
Coverage
Foundation.
 The superpower of
makeup.
 Face Studio Master
Chrome Metallic
Highlighter
Makeup.
79
 Dream Cushion
Fresh Face Liquid
Foundation.
Introduce the  New Color  New brushed.  New Superstay  Our first  8 new shades.
new products Sensational  Our first better skin. longwear  Fit Me! Now 40
shaping lip. longwear foundation that fits in all.
 New Super foundation. improves  Now back in
Stay Matte.  Our 1st skin’s blue
 New Big shot chrome appearance.
volume. powder.  Now back in
 New Color blue.
Sensational
Matte
Metallics
Lipstick.
 New Superstay.
 New Shine
Compulsion by
Color
Sensational.
 New The 24k
Nudes Pallete.
80
 New Super
Stay Full
Coverage.
 New Master
Chrome
Metallic
Highlighter.
 New Dream
Cushion Fresh
Face.
The effects of  80% saw  80% saw  Big shot volume.  See it.  See it. Believe
the products bigger bolder. bigger bolder  Bigger bolder  Believe it. it.
 Brighter, more volume. volume.  Helps lipstick  80% saw bigger
even, stress-  Fuller, defined  Thick-to-thin brush stay longer. bolder
free. lips.  Applicator shapes  Reduces lipstick  Helps lipstick
 More  Fit skin tone to create perfectly bleeding. stay longer
mattifying and texture. defined brows.  All-day  Reduces lipstick
shades than  Great Lash.  Up to 24HR full- relentless bleeding
ever.  Stress-free coverage perfection ends  No flaking. No
 The hottest transformation. the mirror caking. No
way to glow. check. drying.
 Brow Drama  Cracks under  Without Micro-
Shaping Chalk. pressure. Flex: Cracks
under pressure.
81
 Looks + feel  With Micro-

fresh. Flex: Looks +
 I don’t have feel fresh.
time for it.  Better-looking
 Every minute skin in 3 weeks.
you’re in it.  Flawlessly
 Applicator shaped brows
shapes to create with browdrama
perfectly shaping powder.
defined brows.  Thick-to-thin
 Fit skin tone brush.
and texture.  Make fit
 Make fit happen.
happen.  Fit skin and
 Blurring texture.
powders control  Color so
shine and blur saturated.
ores.  Shine so
 I’m all for it. irresistible.
 Feel the  Feel the
compulsion. compulsion.
 Dare to go nude.  Dare to go nude.
 The hottest way
to glow.
82
 When I dare to  Flattering for

go nude, it’s most skin tones.
pure gold.  Heat things up.
 Heat things up.
 Show us how
you
#MASTERCHR
OME.
 Reimagine
complete.
83
Theme Table Checklist of Persuasion Techniques
Themes
No Advertisements Manage the

Persuade to buy Compete with
products’
new products other products
existence
1 Super Stay Matte Ink Un-nude Liquid Lipstick 
2 Great Lash Royal Blue Washable Mascara 
3 Color Sensational Shaping Lip Liner 
4 Volum’ Express The Colossal Big Shot Washable Mascara 
5 Super Stay 24 Liquid Lipstick Super Impact 
6 Color Sensational Matte Metallics Lipstick 
7 Super Stay Better Skin Foundation 
8 Brow Drama Shaping Chalk Eyebrow Powder 
9 Fit Me Matte + Poreless Foundation 
10 Shine Compulsion lipstick Make Up By Color Sensational 
11 The 24k Nude Eyeshadow Palette 
12 Super Stay Full Coverage Foundation 
13 Face Studio Master Chrome Metallic Highlighter Makeup 
14 Dream Cushion Fresh Face Liquid Foundation 

An Analysis of The Linguistic Features and Persuasion Techniques Used in Written Advertisements by Maybelline New York

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PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

AN ANALYSIS OF THE LINGUISTIC FEATURES

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfilment of the Requirements

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

“Believe in five centimeters in front of your

I dedicate this thesis to:

Angela, Clara Verina. (2018). An Analysis of the Linguistic Features and

Keywords: language styles, linguistic features, Maybelline New York, persuasion

Angela, Clara Verina. (2018). An Analysis of the Linguistic Features and

Di era modern ini, perusahaan membuat banyak iklan produk untuk

Kata kunci: language styles, linguistic features, Maybelline New York,

unstoppable blessing me to finish my thesis. He always gives me strength to wake

up again, try again, and becomes my power to go through this level.

Second, I respectfully express my deepest gratitude to my thesis advisor,

gratitude to all lecturers in English Language Education Study Program for

their knowledge, advices, and guidance which I gained throughout my study in

Sanata Dharma University.

Third, I acknowledge my thankfulness to my beloved parents, Yohanes Dwi

supports, I would never be here to finish this thesis.

kindheartedness. They are my angels who help me to the finishing my thesis.

Next, I would like to give my thankfulness to the person who teaches me

world that I am strong enough to cross the sea.

with many colourful stories.

Clara Verina Angela

TITLE PAGE ........................................................................................................... i

2. Linguistic Features ..................................................................................11

c. Long Noun Phrase ..............................................................................47

Table 3.1 Maybelline New York Written Advertisements List .............................26

Figure 3.1 Coding Scheme .....................................................................................30

This chapter determines an introduction of the problems of this study. The

researcher aims to present the research background, research questions, research

significance, and definition of terms.

written advertisements. Advertisers used linguistic features and persuasion

in a language is a set of conscious or unconscious choices of expression, inspired

or induced by particular context (Verdonk, 2002). The choice of words used in

language is defined as the language style.

This linguistic research has relevance with English language teaching,

persuasion techniques of advertising bring ESP students closely to the target

motivating. Meanwhile, learning the linguistic features and persuasion techniques

in advertisements is related with genre-based teaching. LUU (2011) defines “genre-

learning the languages styles in advertisements give benefit in improving the

advertisement with the appropriate linguistic features.

In this modern era, companies make many advertisements of their products

to communicate with the consumers. Advertisements can be formed in visual or

attention. Language styles in advertisements is needed to make the persuasive

message. Advertisements are the persuasive media of communication to help

advertisements have their own persuasion techniques to catch the products’

identifies attention value, readability, memorability, and selling power as four

major functions of successful advertisements. In this case, advertisers apply the

functions of successful advertisements. Grey (2008) states lexical features and

syntactic features as the two types of linguistic features in advertising. Lexical

as hyperbole, potency, familiar language, repetition, and humor. Syntactic features

influence the consumers. Kleppner (1986) defines three stages of persuasion

techniques in advertising; pioneering stage, competitive stage, and retentive stage.

Advertising becomes the most popular way to persuade people in

consuming some products. White (1988) states, “advertising is a weapon of

see advertisements on the internet, television, brochure, websites, matchbook

covers, in newspaper, on trash containers, in magazines, in our mail, on buses and

whenever and wherever we are (Weilbacher, 1984).

The researcher chooses cosmetic brand advertisements to be examined

Maybelline New York Company’s success in selling products, the linguistic

features and persuasion techniques used in the written advertisements will be