CHAPTER I INTRODUCTION
In this chapter, the researcher discusses
some important points related to the area of the research. Those are background of the study, research problems, objectives
of the study,
scope and limitation,
significances of the
study, and definition of the key terms.
1.1 Background of the Study Language is a
fundamental aspect of human life.
To communicate and establish relationship
with other, people
use language as
tool of their communication (Wardhaugh,
1985: 29). To
communicate means to
transfer ideas from
one person to the others.
If people did
not have a
tool to communicate, every people‟s activities and interactions would be stagnant.
Wardhaugh (1986:1)
states that language
is what the
members of a particular society
speak. Therefore, the
relationship between language
and human or
society is dependent.
Wardhaugh (1986:1) further states
that the definition
of language and
society is not
independent. Thus, from
the statement above,
the researcher concludes
that if there
is no language
in society, there will be nothing.
Basically, the
function of language
is to know
and understand other people‟s ideas. Chaika
(1982:1) states that
language and society
are so intertwined and it is impossible to understand
one without another. Koran, as the main
source of Islamic knowledge also teaches us how to understand other people. Al-Hujurât (The Walls) Verse 13 said: Meaning:
(49:13) O mankind! Lo! We have created
you male and female, and have
made you nations
and tribes that
ye may know
one other. Lo! The noblest of
you, in the sight of Allah, is the best in conduct. Lo! Allah is knower, Aware.
Allah has
described clearly how He supposes
us to know
and understand other
people by communication. Besides,
Allah shows how He
creates
male and female
in different nations
and tribes to
know each other.
From this verse it can be
understood how God reveals the use of language and the relation between language and society.
There are
two kinds of
language, spoken language
and written language. Spoken language is an utterance
which is formed from sound, such as conversation,
speech, storytelling, discussion,
radio, television broadcast, and etc. While, written language is an
utterance which is formed in the written form, such as novels, comics, newspapers,
magazines, letters, books, journals, articles,
and etc.
In expressing
or delivering ideas
in both forms,
spoken and written language, people have and use their own style
because it is related to the social aspect. Chaika
(1982:29) states that
style refers to t
he selection of the
linguistic forms to convey social or artistic effects. Style also
acts as a set of
instructions. Other opinions come
from Keraf (1984:112). He states that
style is the ability and the competence
to make a sentence in a good way.
Considering the problem above, the researcher enthusiastically
focuses his study on the language style
because style forms communication in the right way and determines how a social
interaction will proceed (Chaika, 1982:20).
In this case, style determines
how a speaker speaks and how the listener takes the
meaning of the
communication in the
right way; whether
it is serious, humorous, dubious, or any other possible
senses.
Chaika (1982) describes six
characteristics of style, those are: 1. Style forms a communication system in its own
right.
2. Style tells how to interpret a message.
3. Style forms a mini communication system that
works along with the language itself.
4. Style controls the interaction.
5. Style
is so integral
with social function
that interaction cannot
go ahead if one does not speak
with the right style.
The language
style of spoken
and written language
can be analyzed from
different point of
view: words, grammar,
and pronunciation (Chaika: 1982).
Furthermore, Keraf (1984)
states that language style
can be analyzed based
on the linguistic
contexts which are
divided into word
choice, tone, sentence structure, as well as direct and
indirect meaning.
As stated above, people use
written utterance in expressing their idea in
written language. One
example of written
languages that is
created by human
beings is a
advertisement. Rowse and
Rolan (1957: 37)
state advertisement is
one of human
life activities t hat
can be found
in radio, television, magazine, newspaper, and other
sources. Advertisement as a tool of communication from
advertiser has many
purposes; to introduce
a new product, to familiarize consumer with product
uses, to sell goods, to introduce styles
and costumes, to attract the costumers, and to get customers to enter a store and prepare the way for the salesmen.
Advertisement is selected as a
data of this research for several reasons.
First, advertisement is a form of written communication that develops at the same time
with the advance of technology, whether
in oral or written ways.
The development of technology
allows people to communicate each other in many
ways. Second, in
linguistic study, advertisement
in newspaper or magazine
included into transactional discourse
since its stress is an expression of message
from an advertiser
to consumers. Third,
the language of advertisement,
which is compact and persuasive, is different from most of the other language uses in everyday life.
The researcher
selects the Time
magazine as a
data source because several reasons. First, it is printed media
that can be long life and person can see
anytime they want, that easy for them to know the style of language used.
Second, it
is published with
native. And the
last the researcher
expects this study will give new contribution in knowing
the stylistic language expressed by
native especially on advertisement language.
This research
discussed about the
language styles used
in advertisements in Time
magazine which is focused on the kinds of language style and also investigate how the language
styles are used in advertisements in Time
magazine. This research has same relation to the previous researcher on the same
field. Zahra (2006) on her thesis under the title “The
Language Styles Used By Bloggers
In The Blogosphere”. She used language style theory to
investigate how the
language styles were
used by the
bloggers in blogosphere.
Besides that, the
researcher also found
Umam (2007) on his
thesis
under the title
“Englis h Language Styles
Used By The
Members Of Pondok Pesantren Darul Abidin Pare Kediri”. He used language style theory to
investigate the kinds
and how the
language styles used
in the communication
by the member
of Pondok Pesantren
Darul Abidin Pare Kediri.
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