CHAPTER I INTRODUCTION
1.1
Background of the Study Advertising is a form of mass communication
closely linked to the world of commerce
and marketing. It is a powerful tool for the flow of information from the seller to the buyer. It influences and
persuades people to act or believe. It is not only influences any human society but also reflects
certain aspects of that society's values and structure. There are many special and
specific reasons for using advertising in its several forms. Announcing a new product or
service, expanding the market to new buyers,
announcing a modification or a price change, educating customers, challenging competition, recruitment of staff
and attracting investors are a few such reasons.
In the process of creating advertisements for all these reasons, language,
i.e., choice of expression is of crucial
importance. What kinds of choices make an advertisement highly effective is something
worthy to be studied from a linguistic perspective.
Even though every person has a need for
entertainment, he or she has to decide to
go to the movie or not after he or she makes a needed considerations. It is
rational, since human, especially the
youth also has many wants and needs. The copy writer, therefore, is required to compose their
phrases or sentences to attract the attention or interest of the readers or listeners. The more
attractive the language of the advertisement
especially the text of advertisement, the more possible for the reader or listener makes decision to go to the movie.
Nayak, Sandhya. 2000. Language of Advertisements
in Tamil Mass Media. University of Mysore. p 5 Here the researcher chooses rhetorical
operations as the one of the parts of language
advertisements that has the purpose to persuade the receiver, both reader and listener. In addition, the researcher is
motivated to study the language of advertisement
because the advertising is one of some discipline where the use of language has to employ with care in order to
deliver the message effectively and efficiency.
Beside that, advertisement is a tool of communication from the advertisers which has many purpose. Thus, this research
attempts to answer the question about the
type‟s form of rhetorical operation in movie advertisement.
Many strategies or tactics can be
used by the author, both in term of linguistics or non-linguistics. In order to catch
attention, movie advertisement language has to employ attractive words that raise big
curiosity. It is generally informal colloquial.
Sentences or text in movie
advertisement was chosen because they are usually simply constructed and short, but memorable. These
distinctive characteristics and features make movie advertisement language different
from others.
A rhetorical figure has
traditionally been defined as an artful deviation. More formally, a rhetorical figure occurs when an
expression deviates from expectation, the expression is not rejected as nonsensical or
faulty, the deviation occurs at the level of form rather than content, and the deviate on
conforms to a template that is invariant across a variety of content and contexts.
This study develops a framework for
classifying rhetorical figures that distinguishes
between figurative and non figurative texts, between two types of figures schemes and tropes, and among four
types of rhetorical operations that underlie
individual figures, they are repetition, reversal, substitution and destabilization.
Mc.Quarrie F, Edward. 1996. Figures of
Rhetoric in Advertising Language. Journal of consumer research. p 3 Rhetoricians maintain that any proposition can
be expressed in a variety of ways, and
that in any given situation one of these ways will be the most effective in swaying an audience. Hence, when persuasion is
the overriding goal, the rhetorical perspective
suggests that the manner in which a statement is expressed may be more important than its propositional content.
The use of certain rhetorical operation can be
categorized as one of linguistics strategy.
Here, the author of the advertisement chooses specific of rhetorical operation to
make certain that the messages are received by the readers or listeners, and
finally influence the readers‟ or listeners‟ behaviour. Thus, whenever a sentence
gives the intended effect, we can
say that the use of language is effective.
Motivated by the curiosity to
know how the authors‟ movie advertisement to perform his or her function by language
tactics, this study focus on figure of rhetorics in the text of movie
advertisement language.
1. 2 Research Problems In line
with the above description, the problem formulated is ” what are the types of rhetorical operations that are used
in the text of movie advertisements?” 1. 3 Objective of the Study The objective
of this study in general is to provide descriptive knowledge on figures of rhetoric in the texts of movie
advertisement. In a more specific way, the objective of the study is to identify and
describe the types of different rhetorical operations among four of individual figures.
Mc.Quarrie F, Edward. 1996. Figures of
Rhetoric in Advertising Language. Journal of consumer research. p 2 1. 4 Significance of the Study This research
is useful to enrich the study of figures of rhetoric and linguistically to recognize tactics on words,
sentences and expressions that are used in figures of rhetoric especially in the
classification of rhetorical operations.
Practically, this study is
expected for the audience to know how posters of movie use the concepts of rhetorical figures
especially the rhetorical operations.
Secondly, it is also necessary
for the copy writer to use the concepts of rhetorical figures to make texts more eye catching in
writing their advertisements in order to make the readers and listeners easier in
catching the intentions. The use of the rhetorical
operations types may function maximally the effects of such advertisements. Finally, this study provides
the important thing for the writing class because the concepts of rhetorical figures is
frequently used as a writing strategy.
In addition, this study provides
contribution and important thing for others who are interested in doing further researches
in this area.
1. 5 Scope and Limitation of the
Study This study focuses on analyzing the rhetorical operations of figures of
rhetoric that used in the texts of movie advertisement language which used the
theory and concepts of classical
rhetorics which developed by Edward F. McQuarrie and the concepts of stylistics by Katie Walles. In
movie advertisements, there are several words
which related with the figures of rhetoric theory especially the words that can
be classify into rhetorical operations
types.
The problems discussed are the
texts used on these and specified into what types of rhetorical operations that are used
and the analyses of those words are done using rhetorical operations approach.
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