Rhetorical analysis of advertisement: A descriptive study of language in Advertisement In The Time magazine January-December 2003 Edition

Syatroh, Isry Laila (2004) Rhetorical analysis of advertisement: A descriptive study of language in Advertisement In The Time magazine January-December 2003 Edition. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

One of pleasure reading is reading magazines. They consists of much information as well as advertisement. Reading advertisement is also interesting. It is interesting since it has up-to-date and authentic language, consisting of fresh info and conveyed creative ways. But the most important thing is that language in advertisement is not merely common expression. It is a kind of persuasive communication. The way to communicate or express idea Interestingly and effectively is called rhetoric. In advertisement, it is called deliberative rhetoric. The writer used to find that there are many rhetorical patterns found in advertisement So she assumes that there will be more rhetorical patterns, especially figurative language in advertisement. This research is armed to reach several purposes. 1) Observing the text of advertisement, in terms of its type of language, creative strategy, type of sign and its assessment 2) Ensuring English teacher that rhetorical pattern also can be found in advertisement, so it also can be used as literature source. Operationally, this study uses descriptive qualitative method to analyze how the authors of advertisement convey the message through rhetorical figures, creative strategy, sign and its assessment as well. This research finds that language in some advertisement is not merely common language. Most of them contain figurative language (32 ads), and the rests are using denotative language (1 ads) and without text (4 ads). Most of ads are straight-forward ads They contain the real picture of the product being advertised, without sign used (25 ads), iconic sign (9 ads), indexcal sign (9 ads), and symbolic sign (4 ads) The type of creative strategy mostly used is unique selling proposition (26 ads), generic (2 ads), pre-emptive (14 ads), brand image (1 ad), positioning (3 ads), and resonance (1 ad). Finally, the research yields some suggestions to 1) advertisement readers on how to deal with advertisement. considering deeply about the need and the safety of the product. 2) English teachers on how advertisement can be used as literature source since it is consists of some rhetorical patterns and 3) English students on how rhetoric can be learnt Interestingly and easily in advertisement since it has short and up-to-date language.

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