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A STUDY OF LANGUAGE STYLES ON MARLBORO ADVERTISEMENT TEXTS
AN UNDERGRADUATE THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
IGNATIUS AGUNG ISMIYANTO
Student Number: 054214042
ENGLISH LETTERS STUDY PROGRAMME DEPARTEMENT OF ENGLISH LETTERS
FACULTY OF LETTERS SANATA DHARMA UNIVERSITY
YOGYAKARTA 2010
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Every happiness needs a hard struggle and
process so, DO THE BEST and NEVER GIVE UP
Agung
Be Yourself
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This thesis is dedicated to
MY beloved father (R.I.P) and my beloved mother
My beloved Brothers and sister
My family
My music
My Friends
My Almamater
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ACKNOWLEDGEMENTS
First of all, I would like to thank Jesus Christ, my savior, who has guided
me in the difficult process, I praise for His blessing and guidance everyday, and
He is my light in my life.
I am grateful to my advisor, Dr. Fr. B. Alip, M.Pd., M.A, who has given
valuable suggestions to finish my thesis. My deepest appreciation goes to my co-
advisor, Adventina Putranti S.S., M.Hum., for the nice discussion and valuable
suggestions in this thesis. The gratitude goes to Anna Fitriati, SPd., M.Hum., for
her advice and suggestion. The gratitude also goes to Harris H. Setiajid, SS.,
M.Hum, for his advice and suggestion.
I dedicated this thesis to my family: My beloved parents for loving and
supporting me. I dedicate this thesis for my late father (F.X. Rismiyanto); I know
that you are happy in heaven, my lovely mother (M.E. Umsiyah), my brothers (B.
Agus Rukmono, OMI and Ant. Didik Deniarto), my aunt Atik, my sister (Th.
Novita Handayani), for their support, love, prayers and care.
The gratitude also goes to St. Angga B.P and Yohanes Trimbil, who
have helped me for editing this thesis, and solving some technical problems in
typing this thesis, to Asthu, for lending me handout. My deepest appreciation also
goes to Andanti, Ellen, Banon, and Frettyana, for the nice occasion, to Adven
and his family, for the nice place to finish my undergraduate thesis, to Ex Susuh
Emprit, for the small family in Yogyakarta. I want thank to all of my friends in
my music world, Dito, Adven, Blacky, Be, and Inug.
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At last but not least, I want thank to all my friends in English Letters
Department, Jimmy, Fajar, Bayu, Miki, Budi, Debby, Cita, Orie, Dela, Oie,
Ichen, and the Underpants team.
Ignatius Agung Ismiyanto
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TABLE OF CONTENTS TITLE PAGE ...................................................................................................... i
APPROVAL ........................................................................................................ ii
ACCEPTANCE PAGE....................................................................................... iii
MOTTO PAGE ................................................................................................... iv
DEDICATION PAGE.......................................................................................... v
ACKNOWLEDGEMENTS............................................................................... vi
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH
UNTUK KEPENTINGAN AKADEMIS………............................................. viii
TABLE OF CONTENTS..................................................................................... ix
ABSTRACT......................................................................................................... xii ABSTRAK .......................................................................................................... xiii CHAPTER I INTRODUCTION...........................................................................1
A. Background of the Study ............................................................................1
B. Problem Formulation....................................................................................3
C. Objectives of the Study ..............................................................................3
D. Definition of Terms .....................................................................................4
CHAPTER II THEORETICAL REVIEW ........................................................6
A. Review on Related Studies .........................................................................6
B. Review on Related Theories ........................................................................8
1. Types of Writing .....................................................................................8 a. Descriptive ...........................................................................................8 b. Narrative ..............................................................................................9 c. Expository..........................................................................................10 d. Persuasive ..........................................................................................10 2 The Language Styles and Persuasive Effect ..........................................11
3. The Linguistic Features of the Advertisement Texts ............................12 a. Sentence Pattern.................................................................................13
b. Sound Pattern.....................................................................................14 c. Diction ...............................................................................................16
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4. Persuasion..............................................................................................17
5. The Writing Techniques Used in Advertisement ..................................18
6. Advertisement........................................................................................18 a. Definition and Function of Advertisement.........................................18
b. Kinds of Advertisements...................................................................22
7. Marketing Strategies Cigarette Companies ..........................................25 a. Targeting Teens .................................................................................26 b. Toughness and Masculinity ...............................................................26 c. Targeting Kids ...................................................................................26
C. Theoretical Framework .............................................................................27
CHAPTER III METHODOLOGY ...................................................................28
A. Object of the Study ....................................................................................28
B. Approach of the Study ...............................................................................29
C. Data Collection...........................................................................................30
D. Method of the Study ..................................................................................31
CHAPTER IV ANALYSIS ................................................................................33
A. The Functions of Writing in Marlboro Advertisement Texts ....................34 1. Descriptive Writing ..............................................................................35
a. The Specific Details...........................................................................36 b. The Use of Sensory Details ...............................................................39
2. Persuasive Writing ................................................................................41 a. Product Guarantee..............................................................................42 b. Tone of Affectiveness........................................................................45
B. The Ways the Writing Techniques and Linguistic Features Create Persuasion ..................................................................................................47
1. The Ways The Writing Techniques Create Persuasion in Marlboro
Advertisement Texts ............................................................................47 a. Emotional Appeal .............................................................................49 b. Ethical Appeal ..................................................................................50 c. Logical appeal ..................................................................................51
2. The Ways The Linguistic Features Create Persuasion in the Marlboro Advertisement Texts ............................................................................53 a. Sentence Pattern ..............................................................................53
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b. Diction.............................................................................................56 c. Sound Pattern ..................................................................................61
CHAPTER V CONCLUSION ...........................................................................63 BIBLIOGRAPHY ...............................................................................................66
APPENDICES ......................................................................................................68
Appendix 1..............................................................................................68 Appendix 2..............................................................................................79
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ABSTRACT
IGNATIUS AGUNG ISMIYANTO. A Study of Language Styles on Marlboro Advertisement Texts. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2010. The advertisement texts play an important role in the product’s selling. The Advertisement texts have several parts: the headline, subhead, body copy, slogan, and also logo. The parts can be defined as the advertisement texts. In this case, the writer uses the cigarette advertisement texts. There are many kinds of cigarette advertisement texts. However, the writer chooses Marlboro advertisement texts to be analyzed. Marlboro advertisement texts have famous images and slogans, Marlboro Men, and Come to where the Flavor is, Come to Marlboro Country. The writer is curious to investigate the language styles by analyzing the element of writing and linguistic features. Analyzing the language styles in the advertisement text and the linguistic features in the advertisement texts can improve our knowledge about the media language, writing skill, and help us to predict the effect to the text in order to create persuasion.
This thesis covers two main problems. The first is dedicated to investigate the functions of writing shown in Marlboro advertisement texts. The second problem is devoted to study the way the writing techniques and the linguistic features create the persuasion. Hopefully, this study will help the readers to know the styles of writing in Marlboro advertisement texts.
In order to answer those problems, the writer did some steps. The first was data collection and the second was data analysis. In collecting the data, the writer applies purposive sampling technique. The data were purposively chosen one which represents the different type of text from the year 1950s until 2000s. The data between 1950s until 2000s can be represented in the certain years. The data consisted of 24 data which represent the different advertisement texts from Marlboro. After the data were collected, the writer then analyzed the data. The analysis deals with stylistics writing application. Moreover, the most appropriate approach was stylistic because it studies the linguistic features in writing texts. From the analysis the writer concludes that the Marlboro advertisement texts show that to convince the target market the advertisement could be write in both in persuasive and descriptive writing. There were 8 data showed the function to describe the details of the product. There were 24 data showed the function to convince and persuade the target market. The ways the writing techniques created the persuasion was investigated by the appeals. There were 9 data of emotional appeal, 2 data of ethical appeal, and 13 data of logical appeal. The writer also investigated that the Marlboro advertisement texts had 12 key sentences which can be analyzed its linguistic features like sentence pattern, certain rhyme, and diction. Their certain effect to texts to be more attractive is the way to create and strengthen the persuasion toward the target market.
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ABSTRAK IGNATIUS AGUNG ISMIYANTO. A Study of Language Styles on Marlboro Advertisement Texts. Yogyakarta: Jurusan Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2010. Teks iklan mempunyai peran yang sangat penting dalam penjualan produk. Teks iklan mempunyai beberapa bagian yaitu, judul utama, sub judul, teks, slogan, dan juga gambar. Bagian-bagian itu dapat didefinisikan sebagai teks iklan. Dalam hal ini, penulis menggunakan teks iklan rokok. Ada banyak jenis teks-teks iklan rokok. Akan tetapi, penulis memilih iklan teks Marlboro untuk dianalisis. Teks iklan Marlboro mempunyai image yang terkenal dan juga slogannya, Marlboro Men, dan Come to where the Flavor is, Come to Marlboro Country. Penulis sangat ingin meneliti gaya bahasa apa yang terdapat dalam teks iklan Marlboro dengan menganalisis unsur penulisan dan karakteristik-karakteristik bahasanya. Menganalisis gaya bahasa dalam sebuah teks iklan dan karakteristik bahasanya dapat meningkatkan pengetahuan kita tentang bahasa dalam media, keterampilan menulis, dan membantu kita untuk memprediksi pengaruhnya terhadap teks dalam rangka mempersuasi. Skripsi ini mencakup dua pokok masalah. Masalah yang pertama ditujukan untuk meneliti fungsi apa yang ditunjukkan iklan Marlboro. Masalah yang kedua ditujukan untuk mempelajari bagaimana cara teknik penulisannya dan karakteristik bahasa dapat mempersuasi. Harapannya studi ini akan membantu pembaca mengetahui gaya bahasa dalam penulisan teks iklan Marlboro Untuk menjawab masalah-masalah tersebut, penulis melakukan beberapa langkah. langkah pertama adalah pengumpulan data dan yang kedua adalah analisis data. Dalam pengumpulan data, penulis menerapkan teknik purposive sampling. Data yang dipilih mewakili jenis teks iklan yang berbeda dalam kurun waktu tahun 1950an sampai tahun 2000an. Data antara tahun 1950an sampai dengan tahun 2000an mewakili tahun-tahun tertentu. Data yang terkumpul terdiri dari 24 data yang mewakili teks iklan yang berbeda. Setelah data dikumpulkan, kemudian data dianalisis. Analisisnya mengacu pada penerapan stilistika penulisan, sehingga pendekatan yang paling sesuai adalah stilistika karena mempelajari karateristik bahasa dalam sebuah tulisan. Dari hasil analisis, penulis menyimpulkan bahwa teks iklan Marlboro berfungsi untuk mempersuasi target pasar adalah dengan menggunakan penulisan deskriptif dan persuasif. Dari 24 data, 8 data yang ditulis secara deskriptif, 24 data ditulis secara persuasif. 9 data berdaya tarik emosional, 2 data berdaya tarik etikal, dan 13 data berdaya tarik logikal. Marlboro memiliki 12 kalimat kunci yang memiliki karakteristik bahasa seperti pola kalimat, rima, dan pilihan kata. Efek tertentunya kepada teks sebagai sarana untuk menciptakan dan memperkuat persuasi kepada pangsa pasar.
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CHAPTER I
INTRODUCTION
A. Background of The Study
Language is important for human life. Language is a means of
communication which relates someone to another in interaction. In the daily life,
we use a language as a means of communication of expressing what we think or
what we feel. In communication language conveys information. Language can
control human thought and actions, even available on manipulating people
(Rakhmat, 1999: 267).
There are several terms of language such as descriptive, narrative,
expository, and persuasive. Persuasive is a type of language that has function to
persuade others. Persuasive language is often used in advertisement.
Psychologically, it is used in order to influence and motivate people to use the
products or services or to follow the ideas. To achieve purposes, advertisements
use certain patterns to gain persuasive meaning. The advertisement texts are also
use the description in other way to create persuasion.
The companies often use the persuasive language. The companies use the
persuasive languages when they make advertisement of their products. The
advertisements usually have different language styles. Furthermore, they have
their own brands and different messages based on their product’s character. Based
on Ross, Style involves the kinds of words and language in which we clothe our
messages. It advises us to use acceptable, correct, and appropriate language.
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“Style can also make the language clear and direct, polished, noble, and also
vivid. It also adjusts the language into the message, audience, and speaker”.
Besides that, it also arouses the appropriate emotional response in the audiences,
and helps establish the proper ethical image for the speaker ( Ross, 1994: 64).
To convey persuasive messages to public, advertisement often uses
persuasion terms. The goal of persuasion is to persuade people. Persuasion is also
an influential aspect. Persuasion is a factor of every day life, and it is what can
make people feel more or less comfortable, improve or weaken cooperation
between colleagues and friends, and maintain relations with family and the
community (Mulholland, 1994: xvi). It is able to manipulate and influence one’s
actions and thoughts.
The advertisements often use certain language style to establish the image
and the message. In this thesis, the writer analyzed the texts on printed
advertisement. The advertisement which is chosen is cigarette advertisements.
Since there are too many cigarettes advertisements, the writers chose the
advertisement text of Marlboro. Marlboro is one of the popular brand in the world.
Marlboro certainly has several persuasive languages to introduce the products to
the consumer. “The general goals of a persuasive message are to convince people
to believe something, convince them to do something, and stimulate them to a
higher level of enthusiasm and devotion” (Ross, 1994: 168). Marlboro is also a
company which uses different types of languages to construct the persuasive
messages on their advertisement texts.
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By 1924 was advertised Marlboro as a woman's cigarette based on the slogan "Mild As May". The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. During the 1950s Reader's Digest magazine published a series of articles that linked smoking with lung cancer. Philip Morris, and the other cigarette companies took notice and each began to market filtered cigarettes. The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented "Marlboro Country" and distilled their manly image into the rugged cowboys known as the "Marlboro Men” (Morbidity and Mortality Weekly Report, 2006)
The Marlboro slogans have changed by years. For the example, the slogan
“Mild As May” changed into “Come to Where the Flavor is. Come to Marlboro
Country”. The target also changed from the woman at first and then for the man in
the end. Moreover, the Marlboro advertisement texts also have the strong image
of Marlboro men. The study is focusing on the language styles which are used on
the Marlboro advertisement texts writing.
B. Problem Formulation
To analyze the topic the writer conducted the analysis based on two problem
formulations.
1. What functions of writing are shown in Marlboro advertisement texts?
2. In what ways the writing techniques and the linguistic features of
Marlboro advertisement texts create persuasion?
C. Objective of the Study
The objective of the study is divided into two parts. The first is to identify
the functions of writing which are shown in Marlboro’s advertisement. The
second objective is to analyze the ways the writing techniques and the linguistic
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features of the Marlboro advertisement texts to create the persuasion toward the
target market.
D. The Definition of Terms
In order to elude the misunderstanding in reading this paper, to have better
understanding to the stylistics and persuasion, certain terms should be defined, so
that the meaning can be grasped profoundly.
1. Stylistic
Verdonk in his Stylistics proposes that stylistics is” the analysis of
distinctive expression in language and the description of its purpose and effect”
(2002: 4). Stylistics studies the style in language. Style in language is a set of
conscious or unconscious choices of expression, inspired or induced by particular
context (2002: 121). Style in language can be defined as distinctive linguistics
expression (2002: 3).
“Style can also make the language clear and direct, polished, noble, and
also vivid. It also adjusts the language into the message, audience, and speaker”.
Besides that, it also arouses the appropriate emotional response in the audiences,
and helps establish the proper ethical image for the speaker (Ross, 1994: 64)
2. Advertisement Text
Advertisement is “a persuasive communication media designed to
respond and to help achieve marketing objectives” (Gilson and Berkman, 1980:
11). Advertisement usually aimed to achieve these following purposes: to make
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sales, to create consumer goodwill and production differentiation, costumer
awareness, and to reinforce existing behavior (Taylor, 1986: 395).
Bovee and Arens (1986: 262) present the key elements of print
advertisements. They are headlines, illustrations, subheads, body copies,
captions, boxes and panels, slogans, logotypes (logos), seals and signatures.
3. Persuasion
Raymond S. Ross in his Understanding Persuasion proposes that
Persuasion is “a change process resulting mostly from shared, symbolic thinking
activity”. The persuasion concerns with social influence and human motivation.
The effects of the persuasion are in the intrapersonal responses of the receiver.
(1994: 7)
According to Trimmer (1984: 329), “Persuasion is verbal communication
that attempts to bring about a voluntary change in judgment so that the readers or
listeners will accept a belief they did not hold before”. They create the desire by
appealing to the reader's emotion (emotional appeal), by establishing the
researcher's credibility (ethical appeal) and by showing how logical thinking and
sound evidence lead to certain conclusions (logical or argumentative appeal)
(Trimmer, 1984: 333).
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CHAPTER II
THEORETICAL REVIEW
This chapter covers three parts: Review on Related Studies, Review on
Related Theories, and Theoretical Framework. The first part contains the review
of the related studies that will be used as the comparison and as the related
studies in the different object and researches of this study. The second part
contains the review on some theories that will be applied in analyzing the object
of the study. The last part is the theoretical framework that is concerning with
the contribution of the theories in answering the problems of the study and the
way the theories are applied in answering the problem in this study.
A. Review on Related studies
In this part the writer will review a study previously done by Natasia
Andita Hermawan entitled “A Study on Advertising Language in BMW
Mercedes-Benz and Toyota Car Advertisements Issued in 1996-1997”, 1998.
Natasia analyzed the advertising languages which are used in the car’s
advertisement on TIME magazine. Natasia investigates the language styles which
are used in car advertisement. She also investigates the writing techniques which
are used on the car advertisement. Furthermore, her research also investigates the
reasons why the company uses the language style and techniques to advertise cars
in TIME magazines.
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The research was used three kinds of car advertisement. They are BMW,
Mercedes-Benz, and Toyota car advertisement. Firstly, Natasia collected the
samples of the advertisements of BMW, Mercedes-Benz and also Toyota from
TIME magazines issued in 1996-1997. After collecting the samples, Natasia tried
to find out what kind of language style used to advertise cars based on particular
criteria. From the data, Natasia found that the advertisements use the descriptive
style and the persuasive style. The next step was to group the advertisements
based on the techniques used. From the advertisements that use descriptive style,
Natasia found that the techniques used are the subjective description and the
dramatic order. From the advertisements that use persuasive style she found that
the techniques used are ethical appeal and logical appeal.
Finally Natasia tried to answer the reasons why the company uses the
language style and the techniques to advertise cars in TIME magazines. Natasia
stated that the reasons depend on the company's aims and market target. Since the
advertisements are put in TIME Asia magazines, the market target here is clear.
They are educated Asian people. Usually educated people concern more about the
quality of the product that they are going to buy. In terms of cars, educated people
concern more about the feature and the safety system of the car, not only the
performance.
Nevertheless, the study that will be done in this thesis is not the same as
the study previously done by Natasia Andita. In this thesis, the study will be
focused on language styles on the Marlboro advertisement texts. This study will
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investigate the use of language styles and in what way the language styles create
persuasion. The study does not investigate the reason of using certain language
styles and advertisement technique, but the study focused more in the persuasive
effect of language styles and the element of advertisement of Marlboro
advertisement text. The study investigates the element of stylistics, advertisement
and persuasion. The study uses the collection of Marlboro advertisement text from
the online resources.
B. Review of Related Theories
1. Types of Writing
The types of writing used in the novel is different with the which is types
of writing used in the newspaper. The language which is used in scientific books
is different with the language which is used in advertisement. There are several
types of writing.
a. Narrative
According to Trimmer, “narration is a story told to make a point”. The
writers often use narration to lead into the body of their writing. The purpose of a
narrative is to share a main idea. “An effective narration also depends on pace
and purpose. Pace is the speed with which events are narrated”. It is used to
introduce or illustrate an event in a great detail in order to show what happened
(Trimmer, 1984: 159).
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b . Descriptive
According to Trimmer, descriptive writing presents a verbal portrait of a
person, place or thing and identifies the subject's significant features by evoking
all senses. “Description can be the strategy for developing a picture of “what it
looks like” ( Trimmer, 1984: 163).
The advertisements texts can be categorized into the descriptive writing if
the advertisement text has the function to give description about the product in
detail. “The Descriptive writing seeks to create a clear picture or impression of a
person, place, or object” (Warriner, 1977: 43).
The advertisements can be categorized as the descriptive writing has at
least one of these criteria:
1) The description gives the specific details (Warriner, 1977: 44)
2) The description uses sensory details (appeal to the senses) (Warriner,
1977: 53)
The writer also analyze about the choice of words (diction) in the
descriptive writing. Warriner also stated that “only through the use of precise
nouns and verbs and vivid adjectives and adverbs can the writer evoke a clear
picture of the person, place, or object being described” (Warriner, 1977: 46).
Moreover to see the specific details, the writer can analyze by the arrangement of
selected details (Warriner, 1977: 47) and also about the locating details by using
the words and phrases reveal spatial relationship (Warriner, 1977: 58). The
descriptive writing creates an impression in part to the reader trough sensory
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details. “Appealing to the reader’s senses of sight, hearing, smell, taste and touch”
(Warriner, 1977: 53).
c. Expository
According to Trimmer, expository writing shows the meaning of things.
The subtypes of exposition are comparison and contrast. They are types of
exposition that note similarities and differences between two or more things.
Illustration is a method that explains or clarifies the writer’s purpose by presenting
examples. Definition is a type of exposition that explains the meaning of a word by
bringing its characteristics into a sharp focus. Division or classification is a type of
exposition that divides something large into its constituent parts and is useful
when clarifying and explaining the relationship of parts to the whole and to one
another (Trimmer, 1984: 165-177)
d. Persuasive
According to Trimmer (1984: 329), “Persuasion is verbal communication
that attempts to bring about a voluntary change in judgment so that the readers or
listeners will accept a belief they did not hold before”. The persuasive writing is
the styles that can persuade someone to buy or to use the products of certain
advertisement. According to Warriner, Persuasion tries to persuade the reader to
pursue a course of action based on it (Warriner, 1977: 164). According to
Gillespie (1986: 294), persuasive writing uses all the techniques of exposition,
narration, and description, but for their own purpose, that is, to create in an
audience desire to do or to believe something.
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“Tone—the writer’s attitude toward a subject-is usually obvious in an
essay of opinion” (Warriner, 1977: 162). The advertisements that use a
persuasive writing have at least one of these criteria:
1. The advertisements can convince the target market by give statement,
command, suggestion, and rhetorical question about the product (product
guarantee) (Trimmer, 1984: 332-333)
2. The advertisement build in the tone of affectiveness (Trimmer, 1984: 302)
They create the desire by appealing to the reader's emotion (emotional
appeal), by establishing the researcher's credibility (ethical appeal) and by
showing how logical thinking and sound evidence lead to certain conclusions
(logical or argumentative appeal) (Trimmer, 1984: 333). Persuasive writing uses
all of the techniques of exposition, narration, and description, but for their own
purpose, that is, to create in an audience the desire to do or to believe something.
2. The Language Style and Persuasive Effect
The language styles play important role to create the persuasive effect. In
The advertisement, the persuasive technique can be seen in the text. What makes a
sentence in advertisement distinctive is the use of certain form of grammar, word-
choice, sentence structure, etc. “The use of sentence structure delivers various
expressions, for example the use of negative sentence. The negative sentence is
commonly used in certain institution’s prevention and campaign” (Verdonk,
2002:6).
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3. The Linguistic Features of the Advertisement Text
Linguistics contexts refers to the surrounding features of language inside a
text, like the imagery, sound pattern, the sentence pattern, and diction which are
relevant to the interpretation of other such linguistics elements.
a. Sentence Pattern
i. The Use of Ellipsis
There are two elements that are used in advertisements there is ellipsis or
its simple sentence, when the subjects of those sentences are omitted, those can be
replaced by anyone. It means whoever reads the sentence, he, she, they, etc,
become the subject substitute. Therefore, they who read the advertisement deed an
action of what the aim of the sentence, the writer intention or purpose. (Titscher,
et al. 2000: 22)
The use of ellipsis, in this case, functions as the general persuasion. What
is meant by the general persuasion is the advertisement can persuade people
generally. Regarding to the purpose and the effect that is expected, that is, the
interest of the reader and the use of the product or service offered, therefore,
ellipsis is used in order to deliver the writer intention accurately to the public or
reader in all social class. As every reader in general in any social class stimulated,
the ellipsis is used as persuasive device.
ii. Simple Sentence Patterns
A simple sentence is a sentence which has only one finite verb. However
in certain other form the finite verb replaced by finite phrasal verb or finite verb
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phrase. It consists of a single independent clause, which means can be stand or has
the meaning by itself. A Simple sentence can be categorized into statement,
question, command, and exclamation (Quirk, et al. 1985: 749).
The simple sentence is used because it fulfills the requirements of
advertisement language, namely effective, meaningful, and distinctive. In the
matter of effectiveness, simple sentence commonly reveals the writer intention
directly. Because written advertisement is not a long-term reading, it is a short-
term reading; therefore simple sentence is the preferable pattern on delivering
advertisement messages to the reader (Niesfield, 1972: 62).
Regarding to the result of analysis of the simple sentence classification,
there are three types of sentence.
1) Statement
A Statement can function as a suggestion also. In short, the use of
statement in simple sentence is as the persuasion sense stimuli by convincing and
suggesting.
2) Command
The use of command in simple sentence related to the forming of
persuasive effect to the reader. The persuasive effect appears as the command is
usually giving order to the reader (Niesfield, 1972: 62). The reader is
unconsciously motivated or persuaded to obey the writer’s intention presented in
an order.
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3) Question
Commonly a question a question is aimed or uttered to find an answer or
information, such as w-h question, yes-no question, and to make sure a certainty
like tag-question (Quirk, et al. 1985:756). They unconsciously motivated to turn
into the product as the goal of the text advertisement.
iii. Phrase
Phrase is a group of related words that act as a unit within a sentence, a
clause or another phrase. A phrase differs from a clause in that a phrase lacks a
subject, a predicate, or both. There are several types of phrases: Noun phrase,
Verb phrase, Verbal phrase, prepositional phrase (Podis,1986: 460).
e.g. The choir sang the anthem beautifully NPh NPh
b. Sound Pattern
“Relating to phonology, the sound system of a language. A phoneme is a
single unit of sound. Phoneme substitution is the replacement of an unexpected
sound by an unexpected one, for deliberate effect” (Goddard, 2002: 127). The
phonological knowledge gives us the information about the combine sound and
sound pattern of the words. There is some classification of the sound pattern in the
text:
i. Alliteration
Alliteration is “the repetition of an initial sound in words that follow each
other” (Hicks, 1998: 62). For example:
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Popular Price
Six simple secrets
This method gives certain effects to the readers. According to Verdonk,
alliteration is not only pleasing to our ears but also drawing the attention and
giving long memorable sense to the readers (Verdonk, 2002: 5).
ii. Consonance
Consonance is defined as “repeated consonant sound” (Madden, 2002: 70).
The consonance is the repeated consonant sound in one line or one sentence at the
end of words.
For Example;
Filter-Flavor
New-Low
iii. Rhyme
Rhyme occurs when words or syllables end in the same sound
(McLaughlin, 2000: 21).
For example;
Never Over
Way Day
In the example above, the word `way' and `day' have perfect rhyme. The
ending sections of these words have the same sound /ei/.
16
c. Diction
The choice of words or diction gives particular effect to the reader. “The
good diction is the choice of words that best allows you to communicate your
meaning to your readers” (Trimmer, 1984: 271). Moreover, the choice of word
must be appropriate with the context. The way to determine the word is
appropriate is to distinguish between two kinds of meaning.
Three qualities of good diction are appropriateness, specificity, and
imagery. The words are appropriate when they are suited to the writer purpose.
Words are said to be specific when they refer to individual persons, objects, or
events. Imagery has two general meaning: the images or pictures that concrete
words sometimes suggest, and figures of speech such as similes and metaphors
(Trimmer, 1984: 271-282).
The diction has several forms like comparison word, antonym, synonym,
phrase, and idiom. For example:
i. Idiom
In Oxford Advanced Learner’s Dictionary, the word idiom has the
meaning “a group of words whose meaning is different from the meanings of the
individual words” (Hornby, 2002: 672).
e.g. Let the cat out of the bag
it has the meaning to tell a secret by mistake.
17
ii. Comparison
According to Trimmer, the comparison is “a change in the form of an
adjective or adverb to show degree of comparison”. There are three degrees:
positive, comparative, superlative (1984: 706).
iii. Synonym and antonym (contradiction)
Synonym is the word which has the same meaning. Antonym is the word
which has the different meaning. The antonym can create the irony.
e.g. Taste Flavor (synonym)
e.g. Rich and Poor (antonym)
iv. Imagery
Imagery has two general meaning: the images or pictures that concrete
words sometimes suggest, and figures of speech such as similes and metaphors
(Trimmer, 1984: 282). The visual imagery, in this matter the picture of the
advertisement text play important role in the persuasion.
4. Persuasion
To convey persuasive messages to public, advertisement often uses
persuasion terms. The goal of persuasion is to persuade people. Persuasion is also
an influential aspect. Persuasion is a factor of every day life, and it is what can
make people feel more or less comfortable, improve or weaken cooperation
between colleagues and friends, and maintain relations with family and the
community (Mulholland, 1994: xvi). It is able to manipulate and influence one’s
actions and thoughts.
18
Raymond S. Ross in his Understanding Persuasion proposes that
“Persuasion is a change process resulting mostly from shared, symbolic thinking
activity”. The persuasion concerns with social influence and human motivation.
The effects of the persuasion are in the intrapersonal responses of the receiver.
(Ross, 1994: 7).
5. The Writing Techniques Used in Advertisements
The writing techniques in persuasion can be divided into three groups
based on the appeal that the advertiser uses to invoke the readers' desire to do or
to believe what the advertisements say. “The three appeals are emotional appeal,
ethical appeal, and logical appeal” (Trimmer, 1984: 333).
The advertisements that use the emotional appeal are those which elicit
an emotional reaction from the readers. The advertisements that use the ethical
appeal are those which establish the company credibility. Whereas the
advertisements that use logical appeal are those which show the readers how
logical thinking and sound evidence lead to a certain conclusion (Trimmer, 1984:
334).
6. Advertisement
a. Definition and Function of Advertisement
Gilson and Berkman (1980: 11) define advertisements as “persuasive
media communication designed to respond to and help achieve marketing
objectives”. This definition highlights two crucial purposes of advertisements: its
19
persuasive quality (all advertisements aim to somehow affect consumers'
attitudes or behavior), and advertisements' role as a marketing tool.
Bovee and Arens also give a more extensive definition of
advertisements. They argue that advertisements are the non-personal
communication of information, usually persuasive in nature, about products,
services, or ideas by an identified sponsor through various media (Bovee and
Arens, 1986: 5).
This definition explains some points in advertisements. First,
advertisements are directed to a group of people, therefore, non-personal in
nature. It is not personal or face to face communication. Second, most
advertisements are paid by sponsors, but for public service, advertisements
usually have no charge. Third, most advertisements try to be persuasive.
However, some advertisements, such as legal announcements, are intended
merely to inform, not to persuade. Fourth, advertisements are not restricted to
the promotion of tangible products, such as soap, but also used extensively to
help selling services, such as laundry and car repair. Increasingly,
advertisements are used to sell economical, political, religious and social ideas.
Fifth, most advertisements reach us through the mass media such as newspapers,
televisions, and billboards.
Taylor, et al. argues that advertisements usually attempt to accomplish
one or more of the following purposes: to create consumer awareness and
20
product differentiation, to create consumer good-will, to reinforce existing
behavior, and to make sales (Taylor, et al, 1986: 395).
Next, Taylor, et al, gives further explanation about these purposes of
advertisements as follows:
1. To create consumer awareness and product differentiation
Some advertisements simply want to make consumers aware that
a product exists. They introduce its features, its quality, its purposes or
its uses to people who may not know about it. Other advertisements
want to differentiate a product, service, or person from others that are
similar. It takes massive amount of advertising to get us to see the
product as different from one another and believe that one is better than
the others.
2. To create consumer good-will
It is often done by utility companies (Telephone Company and
electric company) and by many institutions. In this case, the consumers
have few choices about where they buy electricity. Most advertisements
about these services are not trying to sell something. They want to make
the consumers feel good about the company, to make the consumers
believe that the company tries to satisfy the consumers' needs.
3. To reinforce existing behavior
There are advertisements for products or services many people
are already aware of them and have been using them. The advertiser
21
simply wants to keep them visible, to reinforce existing habits, for
example: advertisements for Pepsi.
4. To make sales
Some advertisements actually seek to make sales, for example,
supermarket advertisements. They try to attract customers' attention and
get the customers into the store.
According to Bovee and Arens (1986: 8), there are four basic functions
of advertisements:
1. to communicate information about a product, its features and its sale
location.
2. to induce consumers to try a new product and to suggest reuse.
3. to increase product usage.
4. to build brand preference and loyalty.
Beside those four basic functions, advertisements have many functions:
1. Marketing function
Advertisement falls in the promotion category and is part of the
promotion mixing a long with personnel selling, sales promotion and
public relation.
2. Communication function
All forms of advertisements communicate some messages to a
group of people.
22
3. Education Function
People learn from advertisement. They learn about the product
available to them, and they learn how they can get the better live.
4. Economic function
By making people aware of the products, services and ideas,
advertisement promotes sales and thereby commerce as well.
5. Social function
Advertisement is one of the major forces that has helped improve
the standard of Living in United Stated of America and around the world
(Bovee and Arens, 1986: 9-11)
b. Kinds of Advertisements
There are two basic categories of media in which the advertisers
possibly run their advertisements, for example, broadcast and print media. The
broadcast media include television and radio. Newspapers, magazines, direct
mails are three main classifications of the print media.
Gilson and Berkman classify the media of advertisements into four
types. They are: (a) print media: newspapers and magazines, (b) broadcast
media: televisions and radios, (c) direct and special media: catalogues, direct-
mail packages (an envelope containing a sales letter, a brochure and a reply
card with which to order some products), and special media (pens, matchboxes,
funny paperweights, calendars and so on) that can be emblazoned with an
advertiser's message, (d) out-of-home and directory media: outdoor
23
advertisements media such as billboards and transit posters, and directories like
the Yellow Page and a movie theatre where advertisements are permitted (1980:
267).
The other element of advertisements is format. The format of
advertisements is known as a copy. As stated by Bovee and Arens (1986: 258),
a copy refers to what to say and how to say it. A short copy of advertisements
consists of headline, body copy and slogan or signature (Gilson and Berkman,
1980: 407). Specifically, Bovee and Arens (1986: 262-274) present the key
elements of print advertisements. They are headlines, illustrations, subheads,
body copies, captions, boxes and panels, slogans, logotypes (logos), seals and
signatures.
1) Headline
A headline refers to the words in the leading position of the
advertisement. A headline is the words that will be read first or that are
positioned to draw the most attention. As a result, headlines are usually set in
larger type than other portions of the advertisement.
2) Subhead
A subhead usually appears in a smaller type size than the headline. It is
almost invariably larger than the body copy or text type size. A Subhead may
appear in boldface (heavier) type or in different ink color. The purpose of the
subheads is to transmit key sales points fast. The subheads should be reserved
for important facts that may not be as dramatic or memorable as the headlines.
24
The important thing is the subheads should reinforce the headline and
advertisement theme.
3) Body Copy/Text
The body copy or a text as it is sometimes called, tells the complete
sales story. It is a logical continuation of headlines and subheads. The body
copy is where the sale and information about the product is explained. The role
of body copy is to expand on the basic concept with persuasive and informative
prose that sells the product and the image.
4) Slogan
“A Slogan is similar to the headline. It becomes the standard
statements for salespeople and company employees”. Slogans have two basic
purposes. The first is to provide continuity for a campaign. The second is to
reduce a key theme or idea the company wants associated with its product or
itself to a brief, memorable positioning statement. “Effective slogans are short,
easy to understand, memorable, and easy to repeat”. Rhyme, rhythm, and
alliteration are valuable copy aids to use when writing slogans.
5) Signature/ Logo
A signature or Logo is a special design of the advertiser’s name or
product name.
25
The following is an example of an advertisement copy:
New Improved Marlboro Filter Headline
Marked improvement in Marlboro filter does not disturb famous Marlboro
flavor subhead
Improved filter, plus a significant break-through in cigarette engineering, places Marlboro
among the leading filter cigarette in mild smoke delivery. New Marlboro gives you more to
like than ever—Filter, Flavor, Pack or Box. Body copy
Come to where the flavor is. Come to Marlboro Country. Slogan
MarLboro Logo
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro-cigarettes-ads.html )
accessed (July 18, 2009)
5. Marketing Strategies Cigarette Companies
As quote from Susan Carney in her online article on At-Risk Youth
Support, 2007, Susan investigates about the advertising strategies which are used
by the cigarettes companies. She views that the teens and adults in cigarette
advertising may be one of the most influential peer groups of all. Moreover, she
gives some explanation about the marketing strategies Cigarette Companies as
quote below:
26
a. Targeting Teens
“As they move into their teens, kids often feel insecure about their
appearance and their popularity. Cigarette ads use these insecurities to make
empty promises. Advertisements give teens the message that smoking can help
them become attractive, desirable, and independent when the reality is quite
different”.
b. Toughness and Masculinity
“Images such as the Marlboro Man equate smoking with a macho
ruggedness that is appealing to men and boys. This theme mirrors the pressures
many boys face to be “tough”. Boys may believe that smoking will give them the
aura of coolness they are searching for”.
c. Targeting Kids
There are several reasons why tobacco companies target children and teenagers. In order to keep profits up, new customers need to be recruited to replace the thousands of smokers that die each day. Tobacco companies know that very few people begin smoking as adults; therefore, their best bets for these new customers are kids. (http://youthdevelopment.suite101.com/article.cfm/tobacco_advertising_and_teens ).
Advertisements are often geared specifically for teens. They use colorful
graphics and images that catch their attention. They run in magazines that have a
large teen readership. In stores, cigarettes are often placed close to candy displays
and other products popular with kids.
All of this advertising seems to work. According to The Campaign for
Tobacco Free Kids, 2000, most teenagers who smoke use one of the three most
27
heavily advertised brands. Tobacco companies realize that once a teen smokes
their brand, they are likely to remain loyal to that brand for the rest of their lives.
(http://youthdevelopment.suite101.com/article.cfm/tobacco advertising and teens)
C. Theoretical Framework
In analyzing the data, the writer has to combine every theory so that it
will create a good analysis. These theories are used as groundwork of this thesis.
Therefore, by using these theories we will establish a good and accurate analysis.
Theories of the types of writing and linguistic features are applied to
answer the problem number one. Based on the theory provided, the writer is
expected to come to a conclusion of the functions of writing in Marlboro
advertisement texts.
Theories of advertisement, persuasion, writing technique used in
advertisements, theories of linguistics features of advertisement text, and also
journal and article of marketing strategies cigarettes companies were used to solve
the second problem. The theories are also elaborate with the language styles to
overcome to the conclusion. The journal and article about marketing strategies
Cigarettes companies is used as the review for the persuasive and the impact of
the Marlboro advertisement texts. Moreover, those theories actually can be
elaborated in every problem formulation because those are in correlation each
other.
28
CHAPTER III
METHODOLOGY
A. Object of the Study
This thesis deals with the using of language styles in writing in order to
create persuasion which can be analyzed in Marlboro advertisement texts. Online
resources at online magazine which contain Marlboro advertisement texts serve as
a primary source which will be extensively examined. Marlboro is a brand of
cigarette made by Philip Morris USA (a branch of Altria) within the US, and by
Philip Morris International (now separate from Altria) outside the US. It is famous
for its billboard advertisements and magazine advertisements of the Marlboro
Man. “The brand is named after Great Marlborough Street, the location of its
original London Factory. Richmond, Virginia is now the location of the largest
Marlboro cigarette manufacturing plant”. (http://www.
Cigarettespedia.com/index.php/BrandMarlboro)
Philip Morris, a London-based cigarette manufacturer, created a New York
subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. They
were advertising Marlboro as a woman's cigarette based on the slogan "Mild As
May" in 1924. The brand was sold in this capacity until World War II when the
brand faltered and was temporarily removed from the market. At the end of the
war, three brands emerged that would establish a firm holds on the cigarette
market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US
29
soldiers during the war, creating an instant market upon their return. (http://www.
Cigarettespedia.com/index.php/BrandMarlboro)
During the 1950s Reader's Digest magazine published a series of articles that linked smoking with lung cancer. Philip Morris, and the other cigarette companies took notice and each began to market filtered cigarettes. The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented "Marlboro Country" and distilled their manly imagery into the rugged cowboys known as the "Marlboro Men." (Morbidity and Mortality Weekly Report, 2006) Marlboro cigarettes have three types: the Marlboro, the Marlboro Lights,
and the Marlboro Menthol. The dominant color on the Marlboro pocket is red; on
the Marlboro Lights packet, yellow, and on the Marlboro Menthol, green. Thus,
the moods of the advertisements change depending on different types of
cigarettes.
In this study, the advertisement can be written in certain types. This study
focuses on the language styles in writing and the writing techniques and linguistic
features create persuasion. The stylistics, types of writing, advertisement,
persuasion and writing techniques of advertisement theories are the basics of this
study.
B. Approach of the Study
In analyzing the language style of Marlboro advertisement texts, stylistics
approach will be used as the approach of the study. “Stylistic is a critical
approach which uses the methods and finding of the science of language in the
analysis of literary texts” (Barry, 2002: 303). Stylistic also studies about the
linguistics features and its effect. Moreover, stylistic can be applied not only in the
30
literary text but also in the non-literary texts. “Stylistics, it should be added, is not
confined to the analysis of literature: it can be applied equally to expository prose,
political speeches, advertisements, and so on” (Barry, 2002: 204). In this thesis
the data which were going to analysis is the non-literary texts (advertisement).
C. Data Collection
The data were collected from the online resources and reviewed also the
magazine like TIME to crosscheck the validity. The data which are taken are non-
random sampling. The data collection reviews the Marlboro advertisement from
the beginning in 1950s until 2000s. The data were taken from the catalogue of
Marlboro from 1951-1994. The data were taken from the 1950s until 1990s
because the Marlboro in the late 2000s was a sponsor of team F1. Moreover, there
is no advertisement text again. The data is reduced up to 24 data, because there
were the same texts from Marlboro. The writer also explains the data which were
selected from years to years that represent the different types of writing and also
convey the different language styles.
This technique is classified as purposive sampling. “Purposive sample
takes intentionally certain key group or key cluster” (Hadi, 2004: 91). There are,
however, certain considerations that can be put to support this method. The first is
the language styles and the texts in some years are same. The writer took the
sample by observe the use of different body copy, typography, pictures, and
different headline. The writer also eliminated the same types of the advertisement
texts. Moreover, the data are taken by selecting the different language styles in
31
different texts to make effective and accurate analysis. The second is the data
which are taken can represent certain language styles. And the last is a matter of
convenience in which such data are the most appropriate samples to investigate in
terms of this study.
D. Method of the Study
This study is categorized as a library and online research. The writer works
and focuses on the online magazine or blog which contains the data and also
review from TIME magazine which will be used as the data. The theories used to
analyze the data were taken from linguistics books. These theories are presented
to make a clear and understandable analysis. Data collection was done first to get
the sample for the analysis. The writer will use examples and evidences to answer
the problem formulations which are stated in previous chapter. To reach the goal
of this study, this thesis will be conducted by applying certain theories related to
this study.
After finding and collecting the data, then the writer did some steps that
were useful for the analysis. The first step was to identify the functions of writing
of language in Marlboro advertisement texts. It was needed to answer the first
problem. From that, the writer applied the theory of types of writing, to recognize
the functions of writing in Marlboro advertisement texts.
After knowing the functions of writing used in Marlboro advertisement
texts, the next step was to analyze the language styles in relation with persuasion.
It can be the writing techniques and the linguistic features. In this step, the theory
32
of advertisement, persuasion and writing technique in advertisement, the theory of
Linguistic features likes sentence pattern, diction, and sound pattern were used to
analyze the way the Marlboro advertisement texts can create persuasion toward
consumer. The journal and article about Marketing Strategies Cigarettes
Companies were used as the review for the persuasion and the impact of the
Marlboro advertisement texts.
33
CHAPTER IV
ANALYSIS
The language styles which are used by advertisement texts is different
each other. The advertisement has the goal to persuade consumer or the target
market with a different way. The advertisement uses certain language styles in
their advertisement writing.
The data were taken from the catalogue of Marlboro from 1951-1994. The
data were from the year 1950s until 1990s because the Marlboro in the 2000s was
a sponsor of team F1. Moreover, there is no advertisement text again. The data
were reduced up to 24 because there are the same texts from Marlboro. The writer
also explains the data from years to years that represent the different types of
writing and also convey the different language styles.
In this chapter, the writer divided data which were analyzed based on the
language styles in the advertisement texts. Furthermore, this chapter is divided
into two main parts. The first is the analysis of the functions of writing which are
shown in the Marlboro to advertise their advertisement texts. In the second part
the writer investigated the way that the text can create persuasion by analyzing the
way of the advertisement texts create persuasion by investigating the writing
techniques in the advertisement texts. The writer also analyzed the way the
advertisement texts create persuasion by investigating the linguistics features in
the advertisement texts like sentence structure, phonological aspect, and the
diction which create persuasion.
34
A. The Functions of Writing in Marlboro Advertisement Texts
The first problem deals with the function of writing which are shown in
Marlboro advertisement texts. After analyzing the data, the writer investigated
that the functions of writing which are shown in Marlboro advertisement texts are
to describe the details of the cigarettes and to persuade the target market. In order
to investigate the functions of writing, the writer analyzed the types of writing.
Based on the criteria which have been explained by Warriner (1977) and Trimmer
(1984), the writer investigated the types of writing into descriptive and persuasive
writing, and the research finding the functions of the writing which are shown by
Marlboro advertisement texts:
Table 1. The Functions of Writing in Marlboro Advertisement’s Texts
From the table above, we know that the Marlboro advertisement texts
which shown the function of descriptive writing which is creating a clear picture
of the Marlboro’s product in detail are 8 advertisement texts. There are 24
advertisement texts which showed the function of the persuasive writing which is
The Functions of Writing Total data
Creating a clear picture of the
Marlboro’s product in detail
8
Convincing and persuading the target
market to consume Marlboro Cigarettes
24
35
convincing and persuading the target market to consume Marlboro Cigarettes. The
writer analyzed that there are two elements which build the function of the
writing. Those are descriptive writing and persuasive writing. Moreover, the
writer will explain the result of the data analysis into the specific explanation.
1. Descriptive Writing
The advertisements texts can be categorized into the descriptive writing if
the advertisement text has the function to give description about the product in
detail. “The Descriptive writing seeks to create a clear picture or impression of a
person, place, or object” (Warriner, 1977: 43), while, according to Trimmer, the
descriptive writing presents a verbal portrait of a person, place or thing and
identifies the subject's significant features by evoking all senses ( Trimmer, 1984:
163).
The advertisements that use the descriptive writing have at least one of
these criteria:
1) The description gives the specific details (Warriner, 1977: 44)
2) The description uses sensory details (appeal to the senses) (Warriner,
1977: 53)
The writer also analyzed about the choice of words (diction) in the
descriptive writing. Warriner also stated that “only through the use of precise
nouns and verbs and vivid adjectives and adverbs can the writer evoke a clear
picture of the person, place, or object being described” (Warriner, 1977: 46).
Moreover to see the specific details, the writer can analyze by the arrangement of
36
selected details (Warriner, 1977: 47) and also about the locating details by using
the words and phrases reveal spatial relationship (Warriner, 1977: 58). The
descriptive writing creates an impression in part to the reader trough sensory
details. “Appealing to the reader’s senses of sight, hearing, smell, taste and touch”
(Warriner, 1977: 53).
Based on the criteria, following is the table presenting the fulfillment of
the criteria in the descriptive writing of Marlboro advertisement texts:
Table 2. The Descriptive Criteria in the Marlboro Advertisement Texts
The advertisement texts number The Descriptive
Criteria 4 5 6 8 11 16 20 22
The specific details
The use of sensory
details
The table above shows that there are 8 advertisement texts which are
shown as the descriptive writing. There are the advertisement texts numbers 4, 5,
6, 8, 11, 16, 20, 22
a. The Specific Details
From the data the writer can analyze that the first criterion are fulfilled by
7 advertisement texts. The first criterion of descriptive writing that the
advertisements text can describe the specific details of the cigarettes, for example
its filter. The word filter (N) in Oxford Learner’s dictionary has the meaning as
37
“a device containing paper, sand, chemicals, etc. that a liquid or gas is passed
trough in order to remove any materials that are not wanted” (Hornby, 2000:
496). The selection of the specific detail, in this case the word filter will ease
the target market can get clear portrait of the Marlboro cigarettes. The following
is the example of the first criterion of the descriptive writing:
Example 1
1956 Marlboro Flip-Top Box Man Swimmer Ad You get a lot to like -filter -flavor -flip-top box. You get the man-size flavor of honest
tobacco without huffing and puffing. This filter works well and draws easy. The Flip-Top Box keeps every cigarette in good shape. You’d expect it to cost more, but it doesn’t.
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro‐cigarettes‐ads.html ) accessed (July 18, 2009)
From the example of the advertisement text number 5, related to the
analysis the advertisement text has the specific details which are shown by the
diction tobacco, filter, flip-top box, and the price. For example, we can know that
the body copy or the text talks about the filter of the Marlboro cigarettes. The
filter is described as an easy instrument to enjoy the smoking and it works well.
The word filter (Noun) in Oxford Learner’s dictionary has the meaning as “a
device containing paper, sand, chemicals, etc. that a liquid or gas is passed
38
trough in order to remove any materials that are not wanted” (Hornby, 2000:
496).
The selection of the specific detail, in this case the word filter will ease
the target market can get clear portrait of the Marlboro cigarettes. Related to the
definition of the diction filter, the filter in cigarette actually is a device
containing of paper or special device like cork that the gas through in order to
remove the substance that are not wanted (nicotine). The detail can be
specifically mentioned to ease the portrait of the cigarette features.
The body copy also talks about the element of cigarettes: tobacco. The
diction of honest (Adjective) and tobacco (Noun) in the body copy “….of honest
tobacco” has the definition, honest (Adjective) “always telling the truth, and never
stealing or cheating” (Hornby, 2000: 652). The diction can be interpreted as the
pure tobacco. The tobacco is described as the good tobacco which has a special
taste.
The texts also give description about the cigarettes Flip-Top Box; The
writer will explain the diction Flip (verb) has the definition “to turn over into a
different position with sudden quick movement” (Hornby, 1977: 513). The word
Top has the definition (Noun) “the highest part of or point of something”
(Hornby, 2000: 1425). The word Box (noun) has the definition “a container made
of wood, cardboard, metal, etc. with a flat stiff base and sides and often a lid, used
especially for holding solid things” (Hornby, 2000: 146). It can be interpreted that
the definition of the diction flip-top box in Marlboro cigarette is a container made
of cardboard with a flat stiff base and the highest lid can be turned over into a
39
different position with sudden quick movement.
In the texts, the flip top box is described as an instrument which will save
the cigarettes in a good shape. Moreover, the price is also mentioned as low. The
descriptive writing criterion can be seen in those texts. The specific details of
cigarettes (filter, tobacco, the flip-top box) can be investigated from the text.
b. The Use of Sensory details
The descriptive writing creates an impression in part to the reader trough
sensory details. “Appealing to the reader’s senses of sight, hearing, smell, taste
and touch” (Warriner, 1977: 53). The writer analyzed the sensory details in
descriptive writing through words or phrases that can be identified in 6 data of the
advertisement texts, except number 16 and 20. The text gives the vivid description
to a reader largely through imagery (Podis, 1984: 250).
The words mild, smooth, long, menthol, lights, which convey in the 6
advertisement texts, can give the significant aspect of senses. For example, the
diction of mild (Adjective) (of flavour) has the definition “not strong, spicy or
bitter” (Hornby, 2000: 841). The diction relates to the sense of taste. The
following is the example of the second criterion of descriptive writing:
Example 2
1963 Marlboro Country Man Riding Horse Ad
Marlboro Country. There’s not another place like it. You get a bigger helping of flavor here. The tobacco in Marlboro’s famous Richmond Recipe tastes richer… smoother, too, through the exclusive Select rate Filter.
You get a lot to like: a man’s world of flavor in a filter cigarette
40
The advertisement text number 16 represents the second criterion. In the
texts, the diction which represents the sensory details is smoother. The word
smoother comes from the adjective smooth which has the definition “pleasant and
not bitter” (Hornby, 2000: 1268). The diction related to the sense of taste.
The other example can be investigated in advertisement text number 11,
that describe the new product of Marlboro (New Marlboro 100’s). The following
is the example of the second criterion of descriptive writing:
Example 3
The longhorns come to Marlboro country The “longhorns”. New Marlboro 100’s. Big gold pack. Big flavor, too! Extra long, so you
can spend a little more time in Marlboro Country. (http://marlborocigarettesblog.blogspot.com/2008/02/marlboro‐cigarettes‐ads.html)
accessed (July 18, 2009) The diction which is investigated big, long, and gold. The word big has the
definition “large in size, degree, amount, etc” (Hornby, 2000: 115), long can be
defined as “measuring or covering a great length or distance” (Hornby, 2000:
790), and gold defined as “a chemical element. Gold is a yellow precious metal
used for making coins, jewellery, ornaments, etc” (Hornby, 2000: 578). In the
advertisement texts number 11 the using of sensory details refers to the visual
imagery/sense of sight. The background of the image also suitable with the diction
gold, “Gold is a yellow precious metal” (Hornby, 2000: 578).
41
From the descriptive writing in the Marlboro advertisement texts, the
writer can conclude that the descriptive writing can be identified and analyzed by
observe the criteria. The criteria can be the criteria of the specific details (filter,
flip-Top box, long size, etc), the criteria by the using of sensory details (good
flavor, mild, big, gold, long, smooth). The function of the descriptive writing in
Marlboro advertisement texts is to create a clear picture of the Marlboro’s product
in detail.
2. Persuasive Writing
The persuasive writing is the styles that can persuade someone to buy or to
use the products of certain advertisement. According to Gillespie (1986: 294),
persuasive writing uses all the techniques of exposition, narration, and
description, but for their own purpose, that is, to create in an audience desire to do
or to believe something.
In the data there are 24 advertisement texts which are used the persuasive
writing.
The advertisements that use a persuasive writing have at least one of
these criteria:
1. The advertisements can convince the target market by giving opinion
(Warriner, 1977: 151), statement, command, suggestion, and rhetorical
question about the product (opinion) (Trimmer, 1984: 332-333)
2. The advertisement build in the tone of affectiveness (Trimmer, 1984: 302)
42
Based on the criteria, following is the table presenting the fulfillment of the
criteria in the persuasive writing of Marlboro advertisement texts:
a. Product Guarantee
The first criterion of the persuasive style that the advertisements can
persuade the target market by give command, suggestion, and rhetorical
question to use or consume the product (product’s guarantee) can be identified
in all of the advertisement texts. The product’s guarantee can be analyzed from
the argumentative diction which shows the positive aspect of the product. For
example, in the Marlboro advertisement text there is a statement Where There is
a Man…there’s a Marlboro… (Advertisement texts number 7), from the
example the statement shows that Marlboro is targeted for every man. It can
persuade the target market, especially for man.
The power to persuade can also be seen from the rhetorical question. In the
Marlboro advertisement texts, there are some rhetorical, for example Why don’t
you settle back and enjoy Marlboro?, the question contain the verb phrase Settle
back and enjoy with Marlboro which has the phrase interpretation “ride and enjoy
the experience with Marlboro” . That example can strengthen the persuasion
which indirectly pursues the consumer or smoker to enjoy the Marlboro. The
product guarantee may have different styles. It can be argument, suggestion,
rhetorical, or command. The example of the advertisement text which represents
the first criterion can be seen below:
43
Example 4
1951 Marlboro Cigarette Ad-Cute Baby Says Light Up Mom
Before you scold me, Mom….maybe you’d better light up a Marlboro Yes, you need never feel Over-smoked….that’s the Miracle of Marlboro!
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro‐cigarettes‐ads.html ) accessed (July 18, 2009)
The advertisement text number 2 can represent the first criterion, because from
the advertisement texts the writer analyzed that the advertisement text have a good
subject as the narrator. It is also effective because the text gives the suggestion
(you’d better light up a Marlboro), argumentative (you need never feel Over-
smoked), and the product guarantee (that’s the Miracle of Marlboro!) as the power
to persuade. The example is related with the use of simple sentence pattern.
That is the Miracle of Marlboro S V C
The simple sentence is used because it fulfills the requirements of
advertisement language, namely effective, meaningful, and distinctive. In the
matter of effectiveness, simple sentence commonly reveals the writer intention
directly (Niesfield, 1972: 62).
The persuasive writing can be built by comparison. According to Podis in
his Writing Invention and Style said that the comparison or contrast you make
must contribute to some larger insight you have or support some general concept
44
you’re trying to prove (Podis, 1984: 125). In this matter, the Marlboro
advertisement texts use the comparison diction for example, smoother, better,
more flavor, etc. The usage of those words certainly has the goal to gain the target
market.
The writer analyzed that the comparison of the Marlboro advertisement
texts is indirectly comparison. It means the texts do not compare the Marlboro
with another cigarette brand directly. From 16 data, the comparison data can be
seen in the 3 advertisement texts. The comparative diction in those data can be
analyzed as the second power to persuade in the product guarantee. Below is the
example of the comparison element in the persuasive writing:
Example 5
1959 MARLBORO Cigarette Ad-Sculptor Chisels Statue
the better the makin’s, the better the smoke. You get better makin’s in a Marlboro. If you’re thinking of changing brands, tattoo this in your mind Marlboro’s exclusive Filter-Flavor Formula give you flavor you can get
hold of. The improved Marlboro filter does what it’s there for you’re smoking better when it’s Marlboro
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro‐cigarettes‐ads.html ) accessed (July 18, 2009)
The Marlboro advertisement texts in this example build the comparison by
the usage of the word better. From the word better the writer can investigate the
45
definition better (Adjective) (Comparative of good) “of a higher standard or less
poor quality; not as bad as something else” (Hornby, 2000: 112)
The body copy states that Marlboro is the better cigarette to smoke. The
whole advertisement also involves the sculptor as the object. The key sale is in
the sentences The better the makin’s, the better the smoke. You get better makin’s
in a Marlboro. It implies that the working or the statue’s making will reach the
nice result if the sculptor is also smoking Marlboro. Furthermore, by this
comparison from the text, Marlboro gives the implied message that their product
is better and has a good quality than the other brands.
b. The Tone of Affectiveness
“The tone should help strengthen the identification with the readers; it
should certainly avoid anything that will increase the distance between the writer
and the reader” (Trimmer, 1984: 332). The following is the example of the second
criterion:
Example 5
1970 Marlboro Cig Campfire River Cowboys Horses Ad
Come to where the flavor is. Come to Marlboro Country. (http://marlborocigarettesblog.blogspot.com/2008/02/marlboro‐
cigarettes‐ads.html ) accessed (July 18, 2009)
46
The writer investigated that the tone of the Marlboro advertisement texts in
persuasive writing writes in the tone of partnership. It can be analyzed by the use
of phrase or words that can establish the good respect of the target market. For
example, come to where the Flavor is. Come to Marlboro country, it is implied
that the Marlboro cigarettes can be consumed by all of people in the world. The
sentences convey the ellipsis of you as the subject. The tone can also be affective
to influence the reader in some ways (affect them) (Trimmer, 1984: 302).
Therefore, they who read the advertisement deed an action of what the aim
of the sentence, the writer intention or purpose (Titscher, et al. 2000: 22).
Moreover, the persuasive writing tries to build the good partnership with its
reader. Especially in advertisement which has the goal to convince and persuade
the consumer.
The writer concludes that the persuasive writing can be investigated from
the opinion about the product (product guarantee) which conveys certain dictions,
simple sentence pattern, and also tone of partnership to build the persuasive
writing function to convince and persuade the reader. In this case the Marlboro
advertisement texts want to persuade the target market to consume Marlboro
cigarette. All of the advertisement texts in Marlboro build in persuasive writing.
The persuasive writing can be built also with descriptive writing in order to give
more convincing sense toward the target market.
47
B. The Ways the Writing Techniques and The Linguistic Features Create
Persuasion
The writing techniques in the advertisement texts are different. The
different writing techniques which are used can gain the persuasion. The main
goal of product’s advertisement is to persuade peoples to use and consume the
products. In this matter, the writer analyzed that Marlboro has several writing
techniques to create the interesting advertisement. The types of writing which are
used in Marlboro advertisement texts are descriptive and persuasive writing. The
functions of the writing are to describe the specific details of the product and to
persuade the target market to consume Marlboro cigarette.
The persuasion can be created based on the appeal that the advertisers use
to invoke the reader desire to do or to believe what the advertisements say. The
three appeals are emotional (emotional reaction from the readers), ethical
(establish the company credibility), logical (show the readers how logical thinking
and sound evidence lead to a certain conclusion) (Trimmer, 1984: 333). Beside
the techniques which are used to write the advertisement texts, the persuasion can
be created the language features especially sentence pattern, diction, and sound
pattern.
1. The Ways the Writing Techniques Create Persuasion in Marlboro
Advertisement Texts
The Marlboro advertisement texts have two different types of writing.
There are descriptive writing and persuasive writing. The main goal of the writing
48
in Marlboro advertisement texts is the same. It can persuade the target markets to
buy and consume the Marlboro cigarettes.
The persuasion can be divided into three groups based on the appeal that
the advertisers use to invoke the reader desire to do or to believe what the
advertisements say. The three appeals are emotional (establish the emotional
reaction from the readers), ethical (establish the company credibility), logical
(show the readers how logical thinking and sound evidence lead to a certain
conclusion) (Trimmer, 1984: 333). The appeals are the way to persuade the target
market in the persuasive style. Based on the appeals in persuasive style, following
is the table of the techniques which are used in persuasive styles:
Table 3. The writing techniques in writing to create persuasion in Marlboro advertisement texts
The Appeals
Emotional Ethical Logical
The Advertisement
texts
9 2 13
Total 24
After analyzed the data, the writer can present the data on the table. Based
on the table, the persuasive style has three appeals. There are Emotional appeal,
Ethical appeal, and Logical appeal. The main goal of the appeal is to attract the
49
target market to buy the product. The appeal can invoke the reader’s desire to do or
to believe what the advertisements say.
a. Emotional Appeal
According to Trimmer, The emotional appeal is the effective way toward
the reader that they need to give attention to what is said. The emotional appeal is
suspect, because it relies on the feeling, instinct and opinion of reader (Trimmer,
1984: 338). “The strongest emotional appeals usually dramatize a situation
through examples” (Trimmer, 1984: 338). From the table, the Marlboro
advertisement text has 9 texts (advertisement texts number 1, 2, 3, 10, 11, 12, 13,
14, and 20) which build in emotional appeal. The writer can present the example
below:
Example 6
Gee, Dad, you always get the best of everything…even Marlboro! Yes, you need never feel Over-smoked….that’s the Miracle of Marlboro!
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro‐cigarettes‐ads.html ) accessed (July 18, 2009)
The Marlboro advertisement texts which are built in emotional appeal can
establish the opinion, feeling, and instinct from the target market. The
advertisement texts persuade the target market from their opinion toward the
advertisement texts. The example can attract the reader to have feeling and opinion
50
about the texts. The target market may give their opinion about what a baby said
toward his father Gee, Dad, you always get the best of everything…even Marlboro!
After that, the target market emotionally attracted by the baby’s saying toward his
father you need never feel Over-smoked….that’s the Miracle of Marlboro! Those
will be the key sales of this advertisement text.
b. Ethical Appeal
The ethical appeal persuades the target market by the company’s image
building. The target market can trust the product from the company. In this
matter, the Marlboro advertisement texts can attract the target market by
establishes the company’s credibility. The advertisement texts give the evidence
about the positive aspects of the product toward the target market. Furthermore,
the Marlboro advertisement texts which use the ethical appeal are 2 advertisement
texts (advertisement texts number 15 and 16). Below is the example of the
advertisement texts which use the ethical appeal:
Example 7
1963 Marlboro Cigarette World Globe Smoking Ad
A satisfied customer. The entire world enjoys a Marlboro. For everyone knows the special quality of this fine American cigarette. Marlboro’s full-flavored blend comes from the kind
that grows most of the world’s best tobaccos. People everywhere have made it the best-selling cigarette in the famous Flip-Top box. For richer taste and a fine Select rate fiber try
Marlboro. You get a lot to like, a lot to satisfy you. (http://marlborocigarettesblog.blogspot.com/2008/02/marlboro‐cigarettes‐ads.html )
accessed (July 18, 2009)
51
From the example, the ethical appeal can be investigated from the sentence
The entire world enjoys a Marlboro. It shows that Marlboro is the great cigarette
brand all over the world. In the texts also mentioned that Marlboro has the special
quality because it has composition of the best tobacco that grows most in the
world. The text also mentions about People everywhere have made it the best-
selling cigarette in the famous Flip-Top box.
The company credibility always requires some evidences in order to be
trusted by the target markets. The example gives the strong evidence that Marlboro
is famous as the best cigarette all over the world. After that, the texts persuade the
target market to try Marlboro as quote from the text for richer taste and a fine
Select rate fiber try Marlboro. You get a lot to like, a lot to satisfy you.
c. Logical Appeal
The logical appeal is one of the appeals in the persuasion writing that is
built by the argumentation to establish a certain conclusion. In the texts there are
also some evidences to lead to certain conclusions. From the 24 data there are 13
data (advertisement texts number 4, 5, 6, 7, 8, 9, 17, 18, 19, 21, 22, 23, and 24)
which use logical appeal as the techniques in writing to create persuasion. Below
is the example of the advertisement texts which use the logical appeal:
52
Example 9
1958 Marlboro Cigarette Man Tattoo Hand Ad Where there’s a Man…there’s a Marlboro -with a filter that delivers a
smoke of surprising mildness YOU GET A LOT TO LIKE…FILTER, FLAVOR, FLIP-TOP BOX
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro-cigarettes-ads.html ) accessed (July 18, 2009)
From this example, the logical appeal can attract the target market with the
statement Where there’s a Man…there’s a Marlboro. This statement gives the
target market logical thinking about the relationship with Marlboro and man. The
statement gives the effect toward the target market mindset that the Marlboro
cigarette are identical with the man. Moreover, the argument about Where there’s a
Man…there’s a Marlboro lead to conclusion that every man smoke Marlboro.
The appeals of the persuasion can be divided into emotional, ethical, and
logical appeals. This appeal is the strategic way to attract the target market. The
target market are emotionally attracted to look the advertisement texts so that, they
can know the product before they buy. The ethical appeal is also used by the
Marlboro to advertise their product. The evidences, testimonials, and the
information about the company which are attached in the advertisement texts will
53
establish the target market belief about the company’s credibility. The target
market will trust that Marlboro is a good brand all over the world by using the
ethical appeal. The last is the logical appeal. The logical appeal is the most used by
Marlboro advertisement texts. The logical appeals show the logical thinking sound
evidence lead to a certain conclusion. Furthermore, the advertisement texts use
more emotional and logical appeal to be the strategic way to create persuasion.
2. The Ways the Linguistic Features Create Persuasion in the Marlboro
Advertisement Texts
All of the commercial companies certainly use the several sentences to
create the persuasion. Marlboro is the one of the company which uses the sentence
as the power to persuade. The writer has investigated the sentences by the
sentence pattern, diction (lexical), and sound pattern. The writer analyzed how
the linguistic elements can strengthen the persuasion in the advertisement texts.
The analysis will be presented below:
a. Sentence Pattern
i. Simple Sentence Pattern
The advertisement texts certainly have the key sentences which persuade
the reader to give more attention toward the advertisement texts. The sentences
which will be analyzed are categorized as the headline and slogan of Marlboro
advertisement texts. The characteristics of slogan and headlines are built in the
simple sentences but it can strengthen the persuasion. A headline refers to the
words in the leading position of the advertisement. “A headline is the words that
54
will be read first or that are positioned to draw the most attention” (Bovee and
Arens, 1986: 262).
A Slogan is similar to the headline. It becomes the standard statements for
salespeople and company employees. Slogans have two basic purposes. The first
is to provide continuity for a campaign. The second is to reduce a key theme or
idea the company wants associated with its product or itself to a brief,
memorable positioning statement (Bovee and Arens, 1986: 274). Effective
slogans and are short, easy to understand, memorable, and easy to repeat.
The writer analyzed that most of the advertisement texts use the simple
sentences for the key sentences. The construction can be SVC, SVO, SV,
SVAC, SVOC, SVOA, and SVA. The writer analyzed 12 key sentences from the
data which were identified as the key sales. A simple sentence can be categorized
into statement, question, command, and exclamation (Quirk, et al. 1985:749). The
writer also analyzed that most of the sentences were categorized as statement. The
other can be categorized as the question and command. The example of a simple
sentence pattern can be seen below:
The Longhorns come to Marlboro country. (Statement) S V A
The filter doesn’t get between you and the flavor. (Statement) S V A ii. Ellipsis
There are two elements that are used in advertisements there are ellipsis
and its simple sentence, when the subjects of those sentences are omitted, those
can be replaced by anyone. It means whoever reads the sentence, he, she, they,
55
etc, become the subject substitute. Therefore, they who read the advertisement
deed an action of what the aim of the sentence, the writer intention or purpose.
(Titscher, et al. 2000: 22).
e.g. (You) Come to where the flavor is. (You) Come to Marlboro country
S V A S V A
The use of ellipsis you as the subject, in this case, functions as the general
persuasion. What is meant by the general persuasion is the advertisement can
persuade people generally. Regarding to the purpose and the effect that is
expected, that is, the interest of the reader and the use of the product or service
offered, therefore, ellipsis is used in order to deliver the writer intention accurately
to the public or reader in all social class. As every reader in general in any social
class stimulated, the ellipsis is used as the persuasive device.
iii. Phrases
The writer investigated that the Marlboro advertisement texts consisted of
phrases. Below is the table of the phrases which supports the persuasion:
Table 4. The phrases in Marlboro advertisement text sentences
phrase types of phrase phrase interpretation
A new low tar cigarette
Noun phrase a new cigarette which contain the low grade of tar
A Great win
Noun phrase a great successful in the competition
Come to
verb phrase move to a place
The miracle of Marlboro
Noun phrase a very good product of Marlboro
56
Settle back with Marlboro
Verb phrase ride and enjoy the experience with Marlboro
The longhorns Noun phrase The new products of Marlboro which has long size (New Marlboro 100s)
a satisfied customer Noun phrase a customer who achieve satisfaction
The Marlboro advertisement texts have the several types of phrases. It can
be the Noun phrase or the Verb phrase. Based on the table, the phrases have
certain meaning which will lead the target market to have the good mind about the
Marlboro product.
b. Diction
The diction or the choice of word is also the way to persuade the target
market in the advertisement text. The words which are chosen will be better if it is
simple but contain the strong persuasion. The words can be the synonym,
contradiction, comparison, idiom, and phrase. The writer analyzed some of words
from the key sentences and it is presented below:
i. Synonym
Taste-Flavor
The writer analyzed that the Marlboro advertisement texts often uses the
word flavor. The word flavor in Oxford Advanced Learner’s Dictionary has the
meaning how food or drink tastes, a particular type of taste ( Hornby, 2000:
510). The word taste has several meaning; it can mean flavor, sense, small
quantity, short experience, ability to choose well, what you like (Hornby, 2000:
57
1384). Furthermore, the writer can analyze that the word flavor is the specific
word of taste. It can be conclude that the Marlboro advertisement want to show
the target market that their cigarettes has a particular type of taste.
e.g. A new low tar cigarette. When you want more flavors
(data number 23)
e.g. The filter cigarettes with the unfiltered taste (data number 12, 13, 14) ii. Contradiction
The Marlboro advertisement texts also create the contradiction to
strengthen the persuasion. The contradiction can lead the dramatic sense which
will gain the persuasion.
e.g The filter cigarettes with the unfiltered taste (data number 12, 13, 14) The message of this sentence is the Marlboro is the filter cigarettes but, the taste
just like the cigarettes without filter. Furthermore, the target market will not worry
with the filter because it does not disturb the flavor.
iii. Comparison words
The comparison can be used in the advertisement texts to show the
positive aspect of the product compare to the other product. In this matter, the
Marlboro advertisement texts always use the word better, more, and best.
e.g. You get the better makin’s in a Marlboro (data number 10)
e.g. Marlboro are better in every way for those who smoke through out the day
(data number 3)
e.g. A new low tar cigarette. When you want more flavors (data number 23)
58
iv. Idiom
The Marlboro advertisement sentences also use idiom which support the
persuasive sentences. Below is the example of idiom in the Marlboro
advertisement sentence:
e.g. Flavor you can get hold of (data number 14)
The idiom get hold of has the meaning to find/ to contact. Moreover, the sentence
means you can find flavor or flavor that you can find in a Marlboro cigarette. This
diction really strengthens the persuasion toward the Marlboro’s target market.
v. Imagery
“One attention-seeking strategy developed in recent years to increasing
levels of sophistication is the startling image” (Goddard, 1998: 10). Imagery has
two general meaning: the images or pictures that concrete words sometimes
suggest, and figures of speech such as similes and metaphors (Trimmer, 1984:
282).The images in the advertisement texts are the important parts that will attract
the target market. In this case, the advertisement texts will be more attractive if
the image which is presented support the main idea of the texts.
As quote from Susan Carney in her online article on At-Risk Youth Support
(2007), Images such as the Marlboro Man equate smoking with a macho
ruggedness that is appealing to men and boys. This theme mirrors the pressures
many boys face to be “tough”. Boys may believe that smoking will give them the
aura of coolness they are searching for. The strong image in Marlboro
advertisement text is the character of Marlboro men. Below is the example of
visual imagery in Marlboro advertisement texts:
59
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro-cigarettes-
ads.html ) accessed (July 18, 2009)
The character of man, cowboy, horse, and country is the strong image
which can improve the power to persuade in Marlboro advertisement texts. The
colors also become the thing which is used by Marlboro to differ their products.
Marlboro cigarettes have three types: the Marlboro, the Marlboro Lights, and the
Marlboro Menthol. The dominant color on the Marlboro pocket is red; on the
Marlboro Lights packet, yellow, and on the Marlboro Menthol, green. Thus, the
moods of the advertisements change depending on different types of cigarettes.
The mood of the Marlboro is like the general Marlboro advertisements: a
cowboy or a group of cowboys accompany with the horses on a broad pasture.
The background color of the Marlboro Lights advertisements is golden. This is
similar to the Yellow brand of the Marlboro Lights. Moreover, the Background of
the Marlboro Menthol is a green valley or the horses run in the water. Below is the
example of each type of Marlboro products:
60
1. Marlboro Red 2. Marlboro Lights 3. Marlboro Menthol
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro-cigarettes-
ads.html ) accessed (July 18, 2009)
In addition to the colors, the types of the brand of the cigarettes can also be
divided by their tastes. The red Marlboro is the heaviest one, so the
advertisements focus more on the cowboy image or man image. The word red is
identical with blood and fire. The word fire can be defined as “very strong
emotion, especially anger or enthusiasm” (Hornby, 2000: 500). From the name of
the Marlboro Lights, lights has the definition “ pale in colour” and “easy to lift or
move; less than average of usual wage” (Hornby, 2000: 776). From the definition
we can know that the taste is not so heavy. Therefore, the advertisements stress
the lightness of golden sunlight.
From the same formula, the taste of the Marlboro Menthol is cool so the
advertisements emphasize the fresh water. Menthol has the definition “a substance
that tastes and smells of Mint, that is used in some medicines for colds and to give
a strong cool flavour to cigarettes” (Hornby, 2000: 834). The word mint has the
61
definition “a plant with dark green leaves that have a fresh smell and taste and are
added to food and drinks to give flavour” (Hornby, 2000: 846)
Based on Susan Carney in her online article on At-Risk Youth Support
(2007), Advertisements are often geared specifically for teens. They use colorful
graphics and images that catch their attention. They run in magazines that have a
large teen readership. The writer can conclude that the visual image of Marlboro
has the strong power to persuade the target market, especially for the teen.
c. Sound Pattern
The writer also analyzed that in the Marlboro advertisement texts there are
alliteration, consonance rhyme, and assonance.
i. Alliteration
Alliteration is when the initial sound is duplicated in following words
(Hicks, 1998: 62). The following is the alliteration in the Marlboro advertisement
texts:
Miracle-Marlboro
Filter- Flavor
Lot-Like
Come-Country
Man-Marlboro
This method gives certain effects to the readers. According to Verdonk,
alliteration is not only pleasing to our ears but also drawing the attention and
giving long memorable sense to the readers.
62
63
CHAPTER V
CONCLUSION
This part is the conclusion of the problems that have been analyzed. Based
on the analysis, the writer can present some points that can be noted. The
generalization of some important points of this study can be presented as follows.
There are two problems that need to be answered. The first problem is the
functions of writing which are shown in Marlboro advertisement texts. The
second problem is the way the writing techniques and linguistic features create
persuasion. In order to get the functions, the writer analyzed the writing styles in
the first step. The writer investigated two kinds of writing in Marlboro
advertisement texts. It is descriptive writing and persuasive writing.
The writer classified the data into some criteria. The criteria of descriptive
writing are about the specific details and the use of sensory details. From the 24
data of the advertisement texts, there are 8 data which are investigated as the
descriptive writing. The writer investigated that the advertisement texts which
shown the descriptive writing, there are 7 advertisement texts fulfill the first
criteria, 6 advertisement texts and 5 advertisement texts both of the criteria. The
Marlboro advertisement texts also written in the descriptive writing to describe
their product in details, give the information about their new products.
The writer investigated that the Marlboro advertisement texts are more
written in persuasive writing. The writer analyzed that there were 24 data which
64
were written in persuasive writing. There are two criteria of persuasive writing
that can be used to identify the data. There are 24 data which fulfill the first
criterion about the product guarantee; it can be statement, question, command, and
suggestion that show the product as the good ones. There are also 16 data which
fulfill the second criterion of the persuasive writing; it is about the use of affective
tone and tone of partnership. The advertisements also use the comparison diction
to persuade the target market. It can be the direct comparison or indirect
comparison. The data that were analyzed show that the criterion of product
guarantee is used by all of the data in persuasive writing. Furthermore, relates to
the basic concept of advertising, the persuasive writing is used by most of the
company to write their advertisement texts. The persuasive writing can be built
also with descriptive writing in order to give more convincing sense toward the
target market.
The appeals which can be the writing technique can be divided into
emotional, ethical, and logical appeals. The emotional appeal is used mostly in the
persuasive style of Marlboro advertisement texts. This appeal is the strategic way
to attract the target market. The target market are emotionally attracted to look the
advertisement texts so that, they can know the details of the product before they
buy. The ethical appeal is also used by the Marlboro to advertise their product.
The evidences, testimonials, and the informations which are attached in the
advertisement texts will establish the target market belief about the company’s
credibility. The target market will trust that Marlboro is a good brand all over the
world by using the ethical appeal.
65
The logical appeal is the most used by Marlboro advertisement texts. The
logical appeals show the logical thinking sound evidence lead to a certain
conclusion. Furthermore, the advertisement texts use more emotional and logical
appeal to be the strategic way to create persuasion.
The linguistic features in Marlboro advertisement texts can be the way to
persuade the target market. The writer analyzed that there are four types of
linguistic features which can be analyzed. The first is about the sentence pattern.
The sentence pattern also influences the persuasion. The Marlboro advertisement
texts have the simple sentence pattern, ellipsis, and phrases in some sentences
which are the key sales point.
The use of diction in Marlboro advertisement texts can be divided into
synonym, antonym (contradiction), comparison, imagery and idiom. The diction
lexically has the certain meaning to strengthen the persuasion. The imagery of
Marlboro also strengthens the persuasion, especially the visual imagery. Marlboro
advertisement texts have the strong figure of Marlboro man and Marlboro
Country. The Marlboro advertisement texts have the colorful graphic and image
to persuade their target market. The sound pattern of the Marlboro advertisement
texts can be analyzed into alliteration, consonance, and rhyme. The sound pattern
also gives the strong influence toward the persuasive sentences. The text will
draw attention and give long memorable sense to the readers.
66
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APPENDICES
Appendix 1 : List of Advertisement texts which are analyzed in this study
(http://marlborocigarettesblog.blogspot.com/2008/02/marlboro-
cigarettes-ads.html) (July 18, 2009)
1
1951 MARLBORO Cigarette Ad-Cute BABY Gee Dad
Gee, Dad, you always get the best of everything…even Marlboro! Yes, you need never feel Over-smoked….that’s the
Miracle of Marlboro! 2
1951 Marlboro Cigarette Ad-Cute Baby Says Light Up Mom Before you scold me, Mom….maybe you’d better light up a Marlboro
Yes, you need never feel Over-smoked….that’s the Miracle of Marlboro!
69
3
1952 Marlboro Cigarette Couple Escape Ad
ESCAPE from the commonplace Enjoy something different…try MARLBORO CIGARETTES Finer taste, superior mildness—a luxury in
smoking unmatched by any other cigarette! When smoking has stopped being a pleasure and becomes only a habit, its time to freshen up your taste. So if you need a change, remember… MARLBOROS are
better in every way for those who smoke throughout the day! 4
1955 Marlboro Cigarette Ad ~ Cowboy smokes close up
The filter doesn’t get between you and the flavor! Yes, this easy-drawing but hard-working filter sure delivers the goods on flavor.
Popular filter price. This new Marlboro makes it easy to change to a filter. This one you’ll like.
70
5
1956 Marlboro Flip-Top Box Man Swimmer Ad
You get a lot to like -filter -flavor -flip-top box You get the man-size flavor of honest tobacco without huffing and puffing. This filter works well and draws easy. The Flip-Top Box keeps every cigarette in good
shape. You’d expect it to cost more, but it doesn’t.
6
Marlboro Man 1957 Ad ~ USAF Tattoo
Marlboro You get a lot to like -filter -flavor -Flip-top box Here’s old-fashioned flavor in the new way to smoke. The man-size taste of
honest tobacco comes full through. The smooth-drawing filter feels right in your mouth. It works fine but doesn’t get in the way. Modern
Flip-Top Box keeps every cigarette firm and fresh.
71
7
1958 Marlboro Cigarette Man Tattoo Hand Ad
Where there’s a Man…there’s a Marlboro -with a filter that delivers a smoke of surprising mildness YOU GET A LOT TO LIKE…FILTER,
FLAVOR, FLIP-TOP BOX 8
MARLBORO MAN 1958 Cigarette Ad STRAW HAT
New Improved Marlboro Filter Marked improvement in Marlboro filter does not disturb famous Marlboro flavor Improved filter, plus a
significant break-through in cigarette engineering, places Marlboro among the leading filter cigarette in mild smoke delivery. New
Marlboro gives you more to like than ever—Filter, Flavor, Pack or Box.
72
9
1959 Marlboro Cig Man Decisions Packs 3-Pg Ad Decisions, decisions, decisions Which will it be?....
1959 Marlboro Cig Man Decisions Packs 3-Pg Ad2
Soft pack...or flip-top box?
10
1959 MARLBORO Cigarette Ad-Sculptor Chisels Statue
The better the makin’s, the better the smoke You get better makin’s in a Marlboro If you’re thinking of changing brands, tattoo this in your
mind Marlboro’s exclusive Filter-Flavor Formula give you flavor you can get hold of. The improved Marlboro filter does what it’s there for you’re
smoking better when it’s Marlboro.
73
11
The longhorns come to Marlboro country
The “longhorns”. New Marlboro 100’s. Big gold pack. Big flavor, too! Extra long, so you can spend a little more time in Marlboro Country.
12
1960 Marlboro Cigarette Skis Skier 2-Page Ad
You get a lot to like with a Marlboro -the filter cigarette with the unfiltered taste Why don’t you settle back and have a full-flavored
smoke? 13
1961 Marlboro Cigarette Man Tattoo Hand 2-Page Ad
Why don’t you settle back with a Marlboro the filter cigarette with the unfiltered taste. It takes mighty good makin’s to give you unfiltered
taste in a filter cigarette. That’s the flavor you get in the famous Marlboro recipe from Richmond, Virginia. Plenty rich, plenty mild through the pure white Selectrate filter. Settle back and enjoy a
Marlboro. YOU GET A LOT TO LIKE
74
14
1962 Marlboro Cigarette Man Hand Eagle Tattoo Ad
Flavor you can get hold of Marlboro The filter cigarette with the unfiltered taste. You get a lot to like.
15
1963 Marlboro Cigarette World Globe Smoking Ad
A satisfied customer The entire world enjoys a Marlboro. For everyone knows the special quality of this fine American cigarette. Marlboro’s
full-flavored blend comes from the kind that grows most of the world’s best tobaccos. People everywhere have made it the best-selling
cigarette in the famous Flip-Top box. For richer taste and a fine Select rate fiber try Marlboro. You get a lot to like, a lot to satisfy you.
75
16
1963 Marlboro Country Man Riding Horse Ad Marlboro Country. There’s not another place like it. You get a bigger helping of flavor here. The tobacco in Marlboro’s famous Richmond
Recipe tastes richer… smoother, too, through the exclusive Selectrate Filter. You get a lot to like: a man’s world of flavor in a filter cigarette.
17
1967 Marlboro Country Man Cowboys Horse Ranch Ad
Come to where the flavor is. Come to Marlboro Country. You get a lot to like with a Marlboro—filter, flavor, pack or box.
76
18
1967 Marlboro Country Man in Tack Room Ad
Famous Marlboro Red! And new extra-long Marlboro 100’s - The Longhorns! Either way, You get a lot to like. Come to where the flavor
is. Come to Marlboro Country.
19
1970 Marlboro Cig Campfire River Cowboys Horses Ad
Come to where the flavor is. Come to Marlboro Country.
77
20
1976 Marlboro Lights Cowboy Horses Art 2-P Ad
The spirit of Marlboro in a low tar cigarette. Marlboro Lights Lighter in taste. Lower in tar. And still offers up the same quality that has made
Marlboro famous. 21
1985 Marlboro 25's Spurs Double-Page Ad
For smokers who prefer the convenience of five more cigarettes per pack. Marlboro 25’s Famous Marlboro Red and Marlboro Lights in the
convenient 25’s pack
22
1988 Marlboro Lights Cigarette White Horses Ad
made especially for menthol smokers by Marlboro. Spirited refreshment in The Flip Top Box SURGEON GENERAL’S WARNING:
Cigarette Smoke Contains Carbon Monoxide.
78
23
1991 Marlboro Medium Cigarette Boots 4-Pg Ad
A new low tar cigarette. When you want more flavor. NEW MARLBORO MEDIUM SURGEON GENERAL’S WARNING: Smoking by pregnant women may result in Fatal Injury. Premature Birth. And Low Birth
Weight.
24
1994 Al Unser Jr Indy Race Car Marlboro 2-Page Ad
Here’s to A1 Unser Jr. and his crew for a great win at Indy. SURGEON GENERAL’S WARNING: Quitting Smoking now greatly produces serious
risks to Your Health.
79
Appendix 2: Table of simple sentence Analysis of the key sentences
No Sentence Subject Verb Object Adverb Complement
You need feel
never over-smoked 1. You need never feel over smoked. That’s the miracle of Marlboro That is The miracle of
Marlboro 2. Marlboro are
better in every way for those who smoke through out the day
Marlboro are For those who smoke through out the day
better in every way
3. The filter doesn’t get between you and the flavor
The filter doesn’t get
Between you and the flavor
You 4. You get a lot to like filter-flavor-flip-top box
get
a lot (filter, flavor, flip-top box)
to like
5. Where there is a man there’s a Marlboro
There is a Marlboro Where there is a man
6. You get the better makin’s in a Marlboro
You get the better makin’s
In a Marlboro
7. The Longhorns come to Marlboro country
The Longhorns
come To Marlboro Country
80
8. Flavor you can get hold of
You can (modal) & get hold of
Ellipsis (You)
come To where the flavor is
9. Come to where the flavor is. Come to Marlboro country
Ellipsis (You)
come To Marlboro Country
10. Gee, Dad, you always get the best of everything
Gee, Dad, you
always get
the best of everything
11. you’d better light up a Marlboro
you would better light up
Marlboro
12. Here’s to A1 Unser Jr. and his crew for a great win at Indy.
Here is For a great win at Indy
to A1 Unser Jr. and his crew
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