THE USE OF PRE-MODIFIERS AND POST-MODIFIERS OF NOUN ...repository.usd.ac.id/34721/2/154214108_full.pdf · NOUN PHRASES IN REVLON LIPSTICK ADVERTISEMENTS IN FEMALE ONLINE MAGAZINES

THE USE OF PRE-MODIFIERS AND POST-MODIFIERS OF NOUN PHRASES IN REVLON LIPSTICK ADVERTISEMENTS

IN FEMALE ONLINE MAGAZINES

AN UNDERGRADUATE THESIS

Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra

in English Letters

By CLARA MONICA CHRISTIAN SUSANTO

Student Number: 154214108

DEPARTMENT OF ENGLISH LETTERS FACULTY OF LETTERS

UNIVERSITAS SANATA DHARMA YOGYAKARTA

2019

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

ii

THE USE OF PRE-MODIFIERS AND POST-MODIFIERS OF NOUN PHRASES IN REVLON LIPSTICK ADVERTISEMENTS


AN UNDERGRADUATE THESIS

Presented as Partial Fulfilment of the Requirements for the Degree of Sarjana Sastra

in English Letters

By CLARA MONICA CHRISTIAN SUSANTO


DEPARTMENT OF ENGLISH LETTERS FACULTY OF LETTERS

UNIVERSITAS SANATA DHARMA YOGYAKARTA

2019


A Sarjana Sa..~tra Undergraduate Thesis

THE USE OF PRE-MODIFIERS AND POST-MODIFIERS OFNOUN PHRASES IN REVLON IPSTICK ADVERTISEME TS


ByCLARA MONT A CHRISTIAN SUSANTO

Student Nwnber: J54214\ 08

Approved by

Anna Isti'anah, S.Pd., M.Hum.Advisor

111

May 8, 2019

May 8, 2019


A Sarjana Sastra Undergraduate Thesis

THE USE OF PRE-MODIFIERS AND POST-MODIFIERS OFNOUN PHRASES IN REVLON LIPSTICK ADVERTISEMENTS


ByCLARA MONICA CHRISTIAN SUSANTO


Defended before the Board ofExaminers

on June 10,2019

and Declared Acceptable

BOARD OF EXAMINERS

NAME

Chairperson

Secretary

Member 1

Member 2

Member 3

: Arina Isti'anah, S.Pd., M.Hum.

: Anna Fitriati, S.Pd., M.Hum.

: Dr. B. Ria Lestari, M.Sc.

: Arina Isti'anah, S.Pd., M.Hum.

: Anna Fitriati, S.Pd., M.Hum.

IV


STATEMENT OF ORIGINALITY

I certify that this undergraduate thesis contains no material which has been

previously submitted for the award of any other degree at any university, and that,

to the best of my knowledge, this undergraduate thesis contains no material

previously written by any other person except where due reference is made in the

text of the undergraduate thesis

Yogyakarta, May 6, 20) 9

Clara Monica Christian Susanto

v


LEMBAR PERYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAHUNTUK KEPENTINGAN AKADEMIS

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma

Nama : Clara Monica Christian SusantoNomor Mahasiswa : 154214108

Demi pengembangan ilmu pengetahuan, saya memberikan kepada PerpustakaanUniversitas Sanata Dharma karya ilmiah saya yang berjudul

THE USE OF PRE-MODIFIERS AND POST-MODIFIERS OFNOUN PHRASES IN REVL ON LIPSTICK ADVERTISEMENTS


beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikankepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan,mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalandata, mendistribusikan secara terbatas, dan mempublikasikannya di internet ataumedia lain untuk kepentingan akademis tanpa perlu meminta ijin kepada sayamaupun memberikan royalti kepada saya selama tetap mencantumkan nama sayasebagai penulis.

Demikian pernyataan ini saya buat dengan sebenarnya.

Dibuat di YogyakartaPada tanggal 6 Mei 2019

Yang menyatakan,


vi


vii

A inteligência não é o determinante do sucesso, mas o trabalho árduo é o verdadeiro determinante do seu sucesso

(unknown)


viii

ACKNOWLEDGEMENTS

First of all, I would like to explicate my deepest gratefulness to Jesus

Christ who has blessed and helped me through the barriers and has given me grace

and strength, so I am able to finish my study and my undergraduate thesis well.

Next, I would also express my biggest gratitude to my thesis advisor, Arina

Isti’anah, S.Pd., M.Hum., who has always helped, supported, and motivated me

with the good advices towards my process of writing this study. I also deliver my

gratitude to my co-advisor, Anna Fitriati, S.Pd., M.Hum., for the counsels toward

my undergraduate thesis.

I sincerely would give my huge thankfulness to my precious family, my

father Agus Susanto, my mother Rachel Yuliani, and my brothers Ivan Susanto

and Alann Susanto for being such great supporters and motivators since day one.

Moreover, I would like to thank to all the lecturers and staff of Universitas Sanata

Dharma, especially to my academic advisors FX. Risang Baskara M.Hum. and Dr.

Bernadine Ria Lestari, M.Sc. for their goodness, assistance, and support.

Last but not least, I am extremely thankful to all my friends: Gaby,

Chelsea, Gabby, Tania, Elin, Joy, Grace, Vanya, Thea, Nana, Uli, Kelvin, Aulia,

Rent Team, and Tambourine Team for all the support, prayer, and togetherness.



ix

TABLE OF CONTENTS

TITLE PAGE ...................................................................................................... ii APPROVAL PAGE ........................................................................................... iii ACCPETANCE PAGE ....................................................................................... iv STATEMENT OF ORIGINALITY .................................................................. v LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH ........................................................................... vi MOTTO PAGE ................................................................................................. vii ACKNOWLEDGEMENTS .............................................................................. viii TABLE OF CONTENTS .................................................................................... ix LIST OF ABBREVIATIONS .............................................................................. xi LIST OF TABLES ............................................................................................. xii ABSTRACT ....................................................................................................... xiii ABSTRAK ........................................................................................................... xiv

CHAPTER I: INTRODUCTION ....................................................................... 1

A. Background of the Study ........................................................................... 1 B. Problem Formulation ................................................................................ 4 C. Objectives of the Study ............................................................................. 4 D. Definition of Terms ................................................................................... 5

CHAPTER II: REVIEW OF LITERATURE ................................................... 7

A. Review of Related Studies ......................................................................... 7 B. Review of Related Theories ....................................................................... 9

1. Stylistics ............................................................................................. 10 2. Syntax ................................................................................................. 12

a. Noun .............................................................................................. 13 b. Noun Phrase ................................................................................. 13

i. Pre-modifiers .......................................................................... 14 1) Adjective Phrase ............................................................... 14 2) Participle .......................................................................... 15 3) Noun Phrase ..................................................................... 15 4) Compound ....................................................................... 15

ii. Post-modifiers .......................................................................... 15 1) Relative Clause ................................................................. 16 2) Prepositional Phrase ......................................................... 16 3) To-infinitive Clause .......................................................... 16

3. Theory of Advertisement ................................................................... 17 4. Persuasive Language Devices ............................................................. 18

a. Rhetorical Device ......................................................................... 18 b. Familiar Language ....................................................................... 18 c. Deictic .......................................................................................... 19

C. Theoretical Framework ............................................................................ 19


x

CHAPTER III: METHODOLOGY ................................................................ 21

A. Object of the Study ................................................................................... 21 B. Approach of the Study ............................................................................ 22 C. Method of the Study ................................................................................ 23

1. Data Collection .................................................................................. 23 2. Data Analysis .................................................................................... 24

CHAPTER IV: ANALYSIS RESULTS AND DISCUSSIONS ...................... 31

A. Pre-Modifiers and Post-Modifiers of Noun Phrases Used in Revlon Lipstick Advertisements .............................................................. 31 1. The Categories of Pre-Modifiers of Noun Phrases in Revlon

Lipstick Advertisements ..................................................................... 32 2. The Distribution of Pre-Modifiers of Noun Phrases in Revlon

Lipstick Advertisements ...................................................................... 34 a. Adjective Phrase + Head .............................................................. 35 b. Noun Phrase + Head .................................................................... 36 c. Compound + Head ...................................................................... 38 d. Participle + Head ......................................................................... 39 e. Adjective + Compound + Head .................................................... 40 f. Compound + Compound + Compound + Head ........................... 40

3. The Categories of Post-Modifiers of Noun Phrases in Revlon Lipstick Advertisements ..................................................................... 41

4. The Distribution of Post-Modifiers of Noun Phrases in Revlon Lipstick Advertisements ..................................................................... 43 a. Head + Prepositional phrase ......................................................... 44 b. Head + Relative clause ................................................................. 45 c. Head + To-Infinitive clause ......................................................... 47

B. Possible Effects Resulted from the Use of Pre-Modifiers and Post-Modifiers of Noun Phrases in Revlon Lipstick Advertisements ...... 47 1. Respondents Like Some What the Advertisements ........................... 51 2. Respondents Like Very Much the Advertisements ........................... 60

CHAPTER V: CONCLUSION ......................................................................... 63 REFERENCES .................................................................................................. 66 APPENDIX ........................................................................................................ 69


xi

LIST OF ABBREVIATIONS

Adj : Adjective AdjP : Adjective phrase C : Compound Comp : Compound D : Deictic DSW : Dislike Some What DVM : Dislike Very Much FL : Familiar Language H : Head LSW : Like Some What LVM : Like Very Much N : Neutral N : Noun NP : Noun phrase Part : Participle PP : Prepositional Prep : Prepositional RD : Rhetorical Device Rel : Relative Rel.c : Relative clause To-Inf : To-Infinitive To-Inf.c : To-Infinitive clause


xii

LIST OF TABLES

No. Table Page 1 Table 1. Stylistics and Levels of Language 11 2 Table 2. Example of Distribution of Pre-Modifiers of Noun

Phrases in Revlon Lipstick Advertisements 26

3 Table 3. Example of Distribution of Post-Modifiers of Noun Phrases in Revlon Lipstick Advertisements

26

4 Table 4. The Categories and Scales 28 5 Table 5. Example of Likert Scale in an Advertisement

Language 29

6 Table 6. The Advertisement Language’s Points and its Category 30 7 Table 7. The Categories of Pre-Modifiers of Noun Phrases in

Revlon Lipstick Advertisements in Female Online Magazines

32

8 9

10

11 12

Table 8. The Structures of Pre-Modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines Table 9. The Categories of Post-Modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines Table 10. The Structures of Post-Modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines Table 11. The Result of Questionnaire Table 12. Persuasive Strategies of 10 Advertisement Languages

34

41

43

48 50


xiii

ABSTRACT

SUSANTO, CLARA MONICA CHRISTIAN. (2019). The Use of Pre-modifiers and Post-modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines. Yogyakarta: Department of English Letters, Faculty of Letters, Universitas Sanata Dharma.

In the cyber world nowadays, printed mass media, especially magazine has still become a tool to find various fascinating information. Female magazines as the types of magazines commonly puts on some advertisements related to the beauty products. Revlon can be included as one of the most famed beauty brands in the world which has strong promotion in the advertisement. In order to attract people to buy the product, the language in Revlon’s advertisement plays an important role besides the appealing picture. Therefore, this study analyzes deeper the pre-modifiers and post-modifiers of noun phrases found in Revlon lipstick advertisements as the data of the analysis.

Based on the previous explanation, then the researcher formulates two problems in this study. First, with the use of stylistics as the approach, this study proposes to analyze pre-modifiers and post-modifiers of noun phrases used in Revlon lipstick advertisements in female online magazines. After identifying that, this study finds out the possible effects resulted from the use of pre-modifiers and post-modifiers of noun phrases. Several advertisement languages from different female online magazines, Cosmpolitan, Female, Fashion, and Glamour magazines become the objects of the study.

Afterwards, there are 10 advertisement languages chosen from those different female online magazines. This study applies the theory of persuasive language devices by Khan, Shams, Fatima, and Khanam in order to find out the element of persuasive languages used in each advertisement language. This study also uses a questionnaire which is distributed to 20 female respondents. The questionnaire aims to discover which one of advertisement language that is most attractive one based on the respondents’ preferences and ideas.

The findings show that in pre-modifiers, there are 11 noun phrases with 4 types of modifiers and 6 different structures. Meanwhile in post-modifiers, it is found 7 noun phrases with 3 types of modifiers and 3 different structures. In addition, compound is the most used category in pre-modifiers while prepositional phrase is the most used category in post-modifiers. Rhetorical device is the most utilized persuasive strategy in the advertisement languages. Thereby, it is seen through the respondents’ responses in the questionnaire that the use of pre-modifiers and post-modifiers of noun phrases and persuasive strategies are applied to draw people’s attention. Keywords: pre-modifiers, post-modifiers, stylistics, advertisement language


xiv

ABSTRAK

SUSANTO, CLARA MONICA CHRISTIAN. (2019). The Use of Pre-modifiers and Post-modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma.

Di dunia maya saat ini, media massa cetak, terutama majalah masih menjadi alat untuk menemukan berbagai informasi menarik. Salah satu jenis majalah yaitu majalah wanita pada umumnya mencatumkan beberapa iklan yang berkaitan dengan produk kecantikan. Revlon termasuk menjadi salah satu merek kecantikan paling terkenal di dunia yang memiliki promosi yang kuat dalam iklan. Agar menarik perhatian orang untuk membeli produk, bahasa yang digunakan dalam iklan Revlon menjadi peran penting disamping gambar yang menarik. Oleh karena itu, penelitian ini menganalisis lebih dalam mengenai penjelas nomina yang ditemukan dalam iklan lipstik Revlon sebagai data analisis.

Berdasarkan penjelasan sebelumnya, maka peneliti merumuskan dua rumusan masalah di dalam penelitian ini. Pertama, dengan menggunakan pendekatan stilistika, penelitian ini bertujuan untuk menganalisis pra-penjelas dan pasca-penjelas dari frasa kata benda yang dipakai dalam iklan lipstik Revlon di beberapa majalah daring wanita. Setelah mengidentifikasi hal tersebut, penelitian ini mencari efek yang dihasilkan dari penggunaan pra-penjelas dan pasca-penjelas dari frasa kata benda. Beberapa bahasa iklan dari berbagai majalah daring wanita yang berbeda-beda, seperti majalah Cosmpolitan, Female, Fashion, dan Glamour menjadi obyek penelitian ini.

Setelah itu, terdapat 10 bahasa iklan yang terpilih dari berbagai majalah daring wanita tersebut. Penelitian ini menerapkan teori perangkat bahasa persuasif oleh Khan, Shams, Fatima, and Khanam untuk mengetahui elemen strategi bahasa persuasif yang digunakan dalam setiap bahasa iklan. Penelitian ini juga menggunakan kuesioner yang di distribusikan kepada 20 responden wanita. Kuesioner ini bertujuan untuk menemukan bahasa iklan mana yang paling menarik berdasarkan preferensi dan pendapat responden.

Hasilnya menunjukkan bahwa pada pra-penjelas, terdapat 11 frasa nomina dengan 4 jenis penjelas dan 6 struktur yang berbeda. Sementara pada paska-penjelas, ditemukan 7 frasa nomina dengan 3 jenis penjelas dan 3 struktur berbeda.Selain itu,kata gabungan adalah kategori yang paling banyak digunakan di pra-penjelas sedangkan frasa preposisi adalah kategori yang paling banyak digunakan di paska-penjelas.Perangkat retorik merupakan strategi persuasif yang paling banyak digunakan dalam bahasa iklan. Dengan demikian, hal ini terlihat melalui tanggapan responden dalam kuesioner bahwa penggunaan pra-penjelas


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dan paska-penjelas dan strategi persuasif diterapkan untuk menarik perhatian orang. Kata kunci: pra-penjelas, paska-penjelas, stilistika, bahasa iklan


1

CHAPTER I

INTRODUCTION

A. Background of the Study

In this era, people still use mass media as the tools in order to gain more

information. It is because mass media are easy to access for everyone. Mass

media can be printed or digital and one of the examples of printed mass media is

magazine. Magazine plays an important role as the mass medium in the society

because it provides various interesting information. As time goes by,

technological advances are already very visible as well. It can be seen that now

everything (news) is easier to be accessed online because it is simple and fast. The

presence of advertisement as one of the contents in magazine will always be there.

Hence, it is interesting to analyze deeper about advertisement. According to

O’Guinn, Allen, Semenik (2011), an advertisement is the product of institutions

interacting to produce content (p. 17). In other words, advertisement can be

described as a medium to bridge between the sellers and buyers in selling some

products, jobs, or services.

One of the types of magazines is female magazine. Commonly, female

magazines contain some advertisements which are related to some beauty

products. Hence, the study is going to use non-literary work, Revlon

advertisements, specifically lipstick products as the data of the analysis since it is

known that Revlon is one of the most popular beauty brands in the world. Today,

Revlon is a well-known brand in the cosmetic and beauty industry.


2

Revlon is a brand which is well known for the quality of beauty products in skin

care, hair care, and hair color (Baxter, 2018, para. 1). It has been two decades

since Revlon revolutionized the color cosmetic market by debuting transfer-

resistant lipstick (Lochhead, 2015, para. 1). Lochhead also adds that complex

silicones including dilauroyl trimethylolpropane siloxy silicate or diisostearoyl

trimethylolpropane siloxy silicate enabled transfer-resistant properties in Revlon’s

lipsticks (2015, para. 6). From the achievements above, it is clearly proven that

Revlon successfully becomes one of the beauty brands which has spread around

the world and has a good quality lipstick products.

According to Goddard (1998), advertisement is not just about the

commercial promotion of branded products, but can also encompass the idea of

texts whose intention is to add the image of individual or group (p. 8). Indeed, the

languages in advertisement take a significant role in communicating the products.

Goddard also adds that “advertising texts are seen as potentially involving

complex notions of audience, where readers have to work hard to decode message

and understand different address relationship” (p. 8). In order to be easily

understood by the readers, advertisement has to play in the use of language. In

advertisement, language needs to be simple, understandable, and attractive along

with the appealing picture.

The language used in Revlon lipstick advertisements has become the style

of the products. Therefore, this study uses stylistic approach in analyzing the

study. According to Simpson, “Stylistics is a method of textual interpretation in

which primacy of place is assigned to language” (2004, p. 2). To be more


3

specific, the researcher is going to analyze deeper the linguistic features with the

provided data in order to have better understanding of it in the advertisement

languages. Simpson explains that linguistic feature do not constitute a text’s

‘meaning’, but linguistic features serves to base a stylistic interpretation and to

help explain why certain types of meaning are possible (2004, p.2). With the use

of syntax as the linguistic feature, this study observes more about the pre-

modifiers and post-modifiers of noun phrases in the advertisement languages in

the selected magazines which contain the beauty advertisements in English, such

as Cosmopolitan, Female, Fashion, and Glamour magazine.

According to Delahunty and Garvey, “modifier is an expression qualifying

the head of a grammatical construction” (2010, p. 87). They also explain that

noun modifier is a noun that modifies a head noun (2010, p. 319). The

consideration of analyzing the noun modifiers, whether pre-modifiers or post-

modifiers is because the beauty advertisements in the female magazines contains

many complex noun phrases with the noun modifiers to describe the products to

be more detailed. Therefore, the importance of noun modifiers in the

advertisement is indeed to add more detail explanation, description, or meaning to

the sentences. Thus, the sentences can be understandably read by giving the clear

information and eventually the readers can be interested buying the product.

Furthermore, this study identifies the specific features in syntax, which are

pre-modifiers and post-modifiers in the advertisements. For example the phrases

like “a heavy dry lipstick” and “the deep vampy color rules” and the sentences

like “you get an eye-catching shade in a matte finish” and “it’s light weight on


4

settle in the lines of your lips”. Those examples of advertisement languages have

become the style of the advertisement.

Thereby, some benefits can be discovered based on the explanation above.

The other linguists or researchers will get the better idea in understanding the

linguistic feature inside the advertisement languages. It also finds out the possible

effects from the linguistic feature whether it leads persuasive purposes or not by

using a questionnaire addressed to the female respondents as the readers.

B. Problem Formulation

From the background explained earlier, there are two problems that are

discussed in this study. The problems are formulated as follows:

1. How are pre-modifiers and post-modifiers of noun phrases used in Revlon

lipstick advertisements in female online magazines?

2. What possible effects are resulted from the use of pre-modifiers and post-

modifiers of noun phrases in Revlon lipstick advertisements?

C. Objectives of the Study

According to the problem formulation above, there are two objectives of

the study that the researcher would like to achieve. The first one is to figure out

the pre-modifiers and post-modifiers of noun phrases that are used in Revlon

lipstick advertisements in female online magazines. The researcher analyzes each

advertisement from four famous female magazines to find out the pre-modifiers

and post-modifiers of noun phrases in the advertisement languages by using


5

theory of syntax as the linguistic feature. Moreover, the first result will affect the

second problem of the study.

The second one is to examine the possible effects that are resulted from

the use of pre-modifiers and post-modifiers of noun phrases in the advertisements

by using a questionnaire addressed to the female respondents as the readers and

using persuasive language devices. The researcher identifies the purposes of a

linguistic feature in the Revlon lipstick advertisements in female online magazines

and the effect to the readers. Thereby, the most exact theories in supporting the

analysis use the theory of advertisement and persuasive language devices.

D. Definition of Terms

In order to evade misunderstanding and misinterpretation, there are some

terminologies that the researcher uses based on the focus of the objects.

The first term is noun. According to Crystal (2008), “noun is a term used

in GRAMMATICAL classification of WORDS traditionally defined as the ‘name

of a person, place, or thing” (p. 333). He also adds that nouns in linguistic terms

are defined as items which display certain types of inflection, distribution, and

syntactic function (p. 333).

In English, modifiers are words, phrases, and clauses working as

adjectives and adverbs to add information to part of sentence (Wilson & Glazie,

2015, p. 132). They also state that a modifier must be in the right order, as close to

the word(s) it adds something to as possible (p. 132).


6

The next term is noun phrase. According to Delahunty and Garvery, noun

phrase is phrase headed by a noun (2010, p. 320). In a noun phrase, there can be

determiners, quantifiers, and modifiers, a noun as well (Eastwood, 1994, p. 177).

Moreover, noun phrase has a function as subject, object, or prepositional object in

a sentence.

Noun modifier is divided into two categories, which are pre-modifier and

post-modifier. Noun phrase modifiers which occur before the head noun is called

pre-modifiers, while noun phrase modifiers which occur after the head noun is

called post-modifiers (Rohdenburd, 2009, p, 182).

Another term is advertisement. According to O’Guinn. Allen, Semenik

(2011), an advertisement refers to a specific message that an organization has

created to persuade an audience (p. 14). Indeed, advertisement is meant to

advertise some brand and advertising can be called as the activity of

advertisement. An advertising campaign is a series of coordinated advertisements

that communicate a reasonably cohesive and integrated theme about the brand (p.

14).

The last term is online magazine. Online magazine can be said as the

digital or electronic magazine. Digital magazine is defined as an exact replica of

the printed version, and had in mind magazines delivered on PCs, not the

forthcoming tablets with their wide range of interactive and multimedia

capabilities (Moses, 2010, para. 2).


7

CHAPTER II

REVIEW OF LITERATURE

This part consists of three main parts. The first part of the chapter

discusses the review of related studies. To help out this study, the researcher uses

four related studies which contain of two undergraduate theses and two journal

articles. The second part covers the review of related theories. There are four main

theories applied in this study which are stylistics, syntax, theory of advertisement,

and persuasive language devices. The third or last part consists of theoretical

framework. Its purpose is to define the contribution of the related studies and

theories adjusted in this study in order to answer the problems of study.

A. Review of Related Studies

In this part, there are several previous studies that more or less have the

same analysis and approach to support this study. The researcher finds two

undergraduate theses and two journal articles applied in this study.

The first related study is conducted by Famila (2016). She analyzes

linguistic features especially about lexical and syntactic features used on the View

column in Vogue magazine. Moreover, she finds out that those linguistic features

are exploited for persuasive purpose. She uses theory of lexical and syntactic

features, as well as persuasion.


8

There is a similarity between Famila’s study and this study. Both of these

studies identify a stylistic analysis as the approach of the study. However,

Famila’s study and this study have different focus and data. She analyses lexical

and syntactical features from view column in Vogue magazine. Meanwhile, this

study uses only specific feature which is syntax from the Revlon lipstick

advertisement in some female online magazines.

The second related study is conducted by Febriyani (2017). She examines

the noun pre-modifications in describing fashion issues in Marie Claire and GQ

magazine by using a linguistic feature, syntax. Furthermore, she draws the

conclusion that the use of noun pre-modifications utilizes different style in both

fashion magazines and those noun pre-modifications proves that men and women

use different languages in depicting the fashion shows.

The resemblance between this study and Febriyani’s study is the use of the

approach. She uses stylistics as the approach to conduct her study. Nevertheless,

her study only analyses the noun pre-modifications in Marie Claire and GQ

magazine. On the other hand, this study identifies both the noun pre-modifiers and

post-modifiers in advertisements in female online magazines.

The third related study is an article by Fomukong (2016). In her study, she

observes the language of advertisement in Dangote Cement advertisement in

Bamenda- Cameroon by using some stylistic devices. Her conclusion is proven

that Dangote Cement advertisement shows the descriptive information about the

product and the catchy phrases come before the product’s name draw the readers’

attention.


9

The similarity between her study and this study is that both of the studies

focus on the language style as the main research that uses stylistic as the approach

and have the same data taken from advertisement. However, the differences are in

the data and devices. Her study uses textual conception function, such as

prioritization, naming and describing, implying and assuming from cement

advertisement, while this study uses syntax as the linguistic feature from Revlon

lipstick advertisements in female online magazines.

The last related study is an article by Pratama & Isti’anah (2017). They

identify noun phrases of Jace Wayland’s Utterances in Mortal Instruments: City

of Bones. Their article draws the conclusion that it is found 7 types of structure of

the noun phrases in the utterance of Jace Wayland which have significance

function to the character.

The equality of their article and this study is that both of them use

stylistics as the approach of the study. Meanwhile, the difference is in the focus

and data. Pratama and Isti’anah focus on the noun phrases of one of the

characters’ utterances in Mortal Instruments: City of Bones, while this study

focuses on the use of pre-modifiers and post-modifiers of noun phrases by using

one of the linguistic features and the effect caused by the feature in Revlon lipstick

advertisement in female online magazines.

B. Review of Related Theories

In this part, there are several related theories which are used by the

researcher to reach the analysis of this study. The researcher uses the theory of


10

stylistics, linguistic features, theory of advertisement, and persuasive language

devices. These theories are explained below.

1. Stylistics

Each advertisement absolutely has a different way or style in delivering

the language. Simpson explains that to do stylistics is to explore language, and,

more specifically, to explore creativity in language use (2004, p. 3). Hence, the

presence of language in advertisement can be defined as a key to attract the

readers to buy the product. Stylistics is defined as the analysis of distinctive

expression in language and the description of its purpose and effect (Verdonk,

2002, p. 4). Verdonk also adds that doing stylistics thereby enriches our ways of

thinking about language and, as observed, exploring language offers a substantial

purchase on our understanding of (literary) texts (2002, p. 4). Barry explains that

stylistics is not just the interpreting of individual literary works, but when it is

used in straight textual interpretation, it tries to back up the impressionistic

hunches of common readers with hard data (2002, p. 137)

According to Barry, “Stylistic analysis attempts to provide a commentary

which is objective and scientific, based on concrete quantifiable data, and applied

in a systematic way” (2002, p. 136). The linguistic terms used in stylistics are

transitivity, under-lexicalisation, collocation, and cohesion. Meanwhile, Barry

also states that conventional or close reading is seen by the stylistician as

impressionistic, intuitive, and randomised (2002, p. 136). The terms used in close

reading are verbal nuance, irony, ambiguity, paradox and ambivalence.


11

In order to understand the purpose and effect of the stylistic analysis in the

text, language features need to be known as well because they are related to each

other. There are several levels of language below.

Table 1. Stylistics and Levels of Language (Simpson, 2004, p. 5)

Level of language Branch of language study The sound of spoken language; the way words are pronounced. Phonology; phonetics

The patters of written language; the shape of language on the page. Graphology

The way words are constructed; words and their constituent structures.

Morphology

The way words combine with other words to form phrases and sentences.

Syntax; grammar

The words we use; the vocabulary of a language. Lexical analysis; lexicology

The meaning of words and sentences. Semantics

The way words and sentences are used in everyday situations; the meaning of language in context.

Pragmatics; discourse analysis

Relating to this study, the researcher only uses particular language aspect

which is syntax from the levels of language above. Syntax is the most suitable

linguistic feature because it focuses on the word arrangements that can analyze the

phrases and the sentences in pre-modifiers and post-modifiers of noun phrases

which thereafter finds out the possible effects to the readers after certain feature is

found.


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2. Syntax

Syntax means the study of sentence formation which is grammatical and

acceptable. According to Yule, syntax in Greek means ‘a putting together’ or

‘arrangement’ (2006, p. 86). Thus, syntax is the study of the external structures of

words, words arrangements, and how words are related to one another. Salim

explains that syntax depicts the ways in which words may be combined into lager

units and states the rules for combining words and lager units (2008, p. 13).

Furthermore, syntax usually deals with sentence construction (simple and

complex sentence) and meanings of forms. According to Fromkin, Rodman, and

Hyams, syntax is the part of grammar that represents a speaker’s knowledge of

sentences and their structure (2011, p. 78). They also add that the rules of syntax

combine words into phrases and phrases into sentences (2011, p. 78).

In the discussion of syntax, there is so called syntactic category. Fromkin

et al states that syntatic category is a family of expressions that can subtitute for

one another without loss of grammaticality (2011, p. 87). The brother, a fire

fighter, Cindy, and so on are the example of syntactic category noun phrase (NP).

It takes a role as the subject or as an object in the sentence, for example sentence

like Lexi caught the puppy. Grammatically, it is a correct sentence which is

included as NP because Lexi is a proper name as subject even though it is counted

as a single word. In addition, syntactic categories are divided into two categories,

phrasal categories: such as Noun Phrase (NP), Verb Phrase (VP), Adjective

Phrase (AdjP), Prepositional Pharse (PP), Adverb Phrase (AdvP) and lexical


13

categories such as: Noun (N), Verb (V), Preposition (P), Adjective (Adj), Adverb

(Adv).

a. Noun

According to Biber et al, nouns can be grouped into a small number of

classes which differ in meaning and grammatical behavior (1999, p. 241). There is

also classification of noun, which are common and proper nouns. Common noun

is a generic noun that is not capitalized such as cat, ball, or chair. In contrast,

proper noun is unique noun that is capitalized such as the name of person (Mary),

place (Australia), or thing (Diet Coke). Common nouns can be divided into two

types, countable and uncountable. Countable nouns refer to objects which can be

counted such as cow, table, or book. Meanwhile, uncountable nouns refer to

objects which cannot be counted such as water, oil, or air.

b. Noun Phrase

Noun phrase can be classified as one of the phrasal categories in English

syntax. According to Fromkin et al, noun phrase may function as the subject or an

object in the sentence (2011, p. 87). NP can contain a determiner (a, an, or the)

and a noun (bird, book, or pen), proper name (Jack, Harry, or Benny), a pronoun

(he, she, or him), a noun without determiner (information, furniture, or jelly), a

clause (a big bottle), or a sentence (He met Diana for dinner). The head of a

phrase is a word whose lexical category defines the type of phrase: the noun in a

noun phrase or the verb in a verb phrase (Fromkin et al, 2011, p. 102). A phrase


14

consists of a head and modifiers (pre-modifiers and post-modifiers). However, it

can also consist of a single word (head). The noun phrase below is given as an

example.

(1) The smart students in my class.

That is called as NP because the head of the sentence is ‘students’ which is

modified by determiner and some modifiers, ‘The’ as the determiner and ‘smart’

as pre-modifier, and ‘in my class’ as post-modifier. Therefore, it is proven that the

theory of syntax is applied on how the words are arranged to form a phrase.

i. Pre-modifiers

Pre-modifier is modifying item(s) placed before the head. According to

Downing and Locke, pre-modifier function describes or classifies the referent by

means of open-class items, mainly adjectives and nouns (2006, p. 436). This study

analyzes several types of pre-modifiers.

1) Adjective Phrase

The presence of adjective phrase includes words or phrases before or after

the head. It can act as modifiers and complements. Hence, in pre-modifier,

adjectives phrase are used before the head in a noun phrase. According to

Huddleston and Pullum, most adjectives occur in two major functions, attributive

and predicative (2005, p. 18). They also state that in the attributive, the use of

adjective functions as modifier to a following noun in NP structure (p. 18). It

means attributive goes before the noun. The examples of the phrases are a heavy

dry lipstick and a glossy lip.


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2) Participle

The function of participles either past or present is to explain nouns.

Participle as pre-modifier occurs before noun to modify it as well. Salim states

that a participle functions as an adjective that modifies a noun or a pronoun, but

just as with verbs, it can take an object (2008, p. 180). The examples of the

phrases are dabbed on freshly exfoliated lips and applying Revlon’s Ultimate

Suede Lipstick.

3) Noun Phrase

A noun phrase is a phrase that contains a noun and modifiers (optional).

Nouns generally function as head of NPs and NPs in turn have a range of

functions including of subject and object (Huddleston & Pullum, 2005, p. 17).

The presence of noun phrase can act as pre-modifier which explains the head in a

noun phrase as well. The examples of the phrases are four balm lipsticks and a

petal pink lip.

4) Compound

Compound word can be defined as a word made up of two or more base

words. Other words, compound is the combination of two or more nouns that

function as a single noun. Its function is also to modify nouns. The instances are

you get crayon-shaped dispenser and add super-shiny finish.

ii. Post-modifiers

Pre-modifier is modifying item(s) placed after the head. According to

Downing and Locke, post-modifier is realized by a wide range of units, including


16

clauses, phrases and groups (2006, p. 447). They also add that most of the various

units that occur as post-modifiers or as complements can be either restrictive or

non-restrictive (p. 447). Relating to this study, the researcher also analyzes several

types of post-modifiers.

1) Relative Clause

Relative clause is known as an adjective clause. It uses a relative pronoun

as the connector, such as which, that, who, whom, and whose and also a relative

adverb, such as where, why, and when. The function of relative clause is to give

important information to identify the thing or person. An instance of a sentence is

It’s a darker red shade that delicate balance between berry and wine.

2) Prepositional Phrase

A prepositional phrase is used to modify a noun or a pronoun (Salim,

2008, p. 177). She also adds that a single sentence can contain several

prepositional phrases strung together, one after the other (p. 177). The function of

prepositional is not only as modifiers, but also as complements of noun phrase,

verb phrase, and adjective phrase. An example of a sentence is your minimalist

eye with a strong statement smile.

3) To-Infinitive Clause

To-infinitive is used to express the purpose of something or someone’s

opinion about something. Usually, it is also added before the verb. An infinitive is

the “to” form of the verb which usually acts as a noun, an adjective, or an adverb

(Salim, 2008, p. 181). An example of a sentence is it’s actually led me to discover

a handful of great products.


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3. Theory of Advertisement

According to O’Guinn et al, an advertisement refers to a specific message

that an organization has created to persuade an audience (2015, p. 9). They also

add that the creation of the advertisement is a complex interaction of the

company’s brand message (p. 10). Indeed, the role of advertisement can be the

way to bridge the seller and the buyer in order to sell the product. Moreover, the

function itself is to attract people’ attention to purchase the product.

According to Goddard, advertising is not just about the commercial

promotion of branded products, but can also encompass the idea of texts (2001, p.

8). That explanation asserts that advertisement doesn’t talk about the product

only, but the languages or texts play a significant role as well to create the product

becomes more alive and attractive. Advertising is very much a business process as

well as a communication process (O’Guinn et al, 2015, p. 14). Its description

means that advertising is like some communication which is created by the

company as the way to promote and sell their product.

From those theories, it can be seen that advertisement has a power in

attracting readers to buy the product. By using the language besides the appealing

pictures in the advertisement, it can influence the readers in the way they interpret

the product. Thereby, to catch the readers’ attention, the language needs to be

simple, understandable, and not long-winded because basically advertisement is

considered successful if the readers easily get the message and they can interpet

the meaning of the advertisement.


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4. Persuasive Language Devices

According to Khan, Shams, Fatima, and Khanam, persuasive language is

used to attract a group of buyer, so that they are easily convinced to buy a certain

product. They also add that the language is used to create a lasting impact on

memory (2017, p. 472). Therefore, besides the theory of advertisement,

persuasive languages are needed to catch people’s attention. Adil Khan et al

explain several languages of advertisement from a linguistic point of view.

a. Rhetorical Device

Rhetorical device refers to a specific type of sentence structure, sound, or

pattern in order to emotionally raise people’s reaction. This device is needed to

persuade or inform people. There are several types of rhetorical device as well,

such as alliteration, anaphora, hyperbole, metaphor, parallelism, and many others.

The examples are she has done this a hundred times (hyperbole) a small sweet

shrimp (alliteration), she is beautiful and she is lovable (anaphora), my mother

was boiling mad (metaphor), and like mother, like daughter (parallelism).

b. Familiar Language

According to Khan et al, “familiar language is the language used to show

friendly attitude” (2017, p. 472). Familiar language can be called as language

alteration which means the word play. The advertisers need to be smart in playing

the words to be more attractive or eye-catching that can imprint in people’s mind.

There are few techniques used in familiar language. They are figurative


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languages, catchphrases, slang, slogan, simple words, statics, bold or italic words,

and many more. Figurative language is the language which is used in exaggerated

manner (Khan et al, 2017, p. 474). The examples are 4 out of 5 athlets (static),

EXTRA FLAVOR (bold and capital words), and nothing is impossible (slogan).

c. Deictic

Deictic indicates items in the immediate context (Khan et al, 2017, p.

473). She, there, today, and others are the types of deictics. The functions of

those types are to refer to the person (who), place (where), time (when), and

situation (where) in which the speakers say. The instances are those kids are

happy, you go here now, and these beautiful creatures.

C. Theoretical Framework

The researcher applies several theories that are mentioned above to solve

the problems of the study. The data of this study are taken from non-literary work,

Revlon lipstick advertisements in female online magazines. Thereby, those

theories are needed to support in analyzing the data as well as to know the style

and its contribution towards the advertisement languages.

In order to solve the first problem, which is to find out the pre-modifiers

and post-modifiers of noun phrases in several selected advertisements, this study

uses theory of stylistics that focuses on syntax as one of the linguistic features.

The theory of syntax also helps the researcher to identify the specific features

which are pre-modifiers and post-modifiers.


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In order to solve the second problem, which is to know the possible effects

resulted from the use of pre-modifiers and post-modifier of noun phrases after

using the linguistic feature, the researcher applies the theory of advertisement and

persuasive language devices. The theories help the study to know how persuasive

and powerful the advertisement’s languages are in order to attract the readers’

attention to buy the product. The effects will be found through the responses of

female respondents from the questionnaire and it is seen from the score of

evaluation in each advertisement language. Therefore, it can be seen as well

whether the use of pre-modifiers and post-modifiers of noun phrases in the

advertisements leads to persuasive purposes or not.


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CHAPTER III

METHODOLOGY

This chapter contains the object, approach, and method of the study. First,

in the object of the study, the researcher defines the source of the data of analysis.

Second, in the approach of the study, the researcher explains the approach applied

in the study and mentions some theories to support the approach. Third, in the

method of the study, it divides into parts, data collection which explains how the

data are collected and data analysis which explains the steps of doing the analysis.

A. Object of the Study

In this study, the researcher only focused on the written advertisements in

female online magazine, specifically in Revlon’s lipstick advertisements. The first

reason was because Revlon is one of the largest and best-known beauty companies

in the world. Then the second reason was because lipstick product is one of the

products which many young people use recently and has many variations of it.

Moreover, this study used several famous female magazines based in the United

States, such as Cosmopolitan, Female, Fashion, and Glamour magazines. Those

magazines were chosen because they are included as top 10 magazines in the

United States. In addition, they were published from 2014 up to 2017. Those

magazines were chosen because the advertisements were in English language

which could be understood by the respondents.


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In order to make the study more understandable by the readers, this study

examined one language level which was syntax. The selected data from the

written advertisements were observed by using that level. Furthermore, the

researcher analyzed specific features in syntax, noun modifiers which were

divided into two types, pre-modifiers and post-modifiers. The type of pre-

modifiers consisted of adjective, participle, noun, compound, and so on.

Meanwhile, the type of post-modifiers consisted of relative clause, prepositional

phrase, participle, to-infinitive, and so on. Thereby, this study intended to identify

the function of those features in the data analysis and how the features could

cause the effects.

B. Approach of the Study

In order to conduct this study, stylistic approach was the most appropiate

one to be used in this study. According to Verdonk, stylistics is defined as the

analysis of distinctive expression in language and the description of its purpose

and effect (2002, p. 4). The particular items such as the words, phrases, and

clauses meant in this study were the pre-modifiers and post-modifiers of noun

phrases found in non-literary work, female online magazine of Revlon lipstick

advertisements. This study applied one of the linguistic features, syntax by

analyzing the types of pre-modifiers and post-modifiers of noun phrases and also

identified the possible effects from the use of pre-modifiers and post-modifiers.

Therefore, by observing the pre-modifiers and post-modifiers of noun phrases, the

purpose and effect will be discovered. Barry mentions that stylistics aims to show


23

how the technical linguistic features of a literary work, such as the grammatical

structure of its sentences, contribute to its meanings and effects (2002, p. 134).

Even though this study used non-literary work from the advertisements,

stylistics still could be applied to analyze the advertisement. Barry explains that

stylistics can be applied equally to expository prose, political speeches,

advertisements, and so on (2002, p. 134). It could happen because this study

analyzed the advertisements’ languages which the researcher believed that each

advertisement has its own style in delivering the message in order to promote the

product. Therefore, stylistics was a proper approach to conduct this study.

C. Method of the Study

1. Data collection

The data were collected from the written texts of Revlon lipstick

advertisements in female online magazines: Cosmopolitan, Female, Fashion, and

Glamour magazine which were published from 2014 up to 2017. Nevertheless,

this study only focused on a certain product which was lipstick. Even though

Revlon has a lot of a variety of products, such as foundation, eyeliner, eye

shadow, and so on, the researcher still preferred lipstick products because the use

of lipsticks tends to be used more often by young people nowadays rather than the

other beauty products.

There were several steps in collecting data. First, the researcher collected

the data from Revlon lipstick advertisements in several famous female online

magazines. In this study, the researcher used a purposive sampling in order to


24

collect data of the analysis. According to Creswell, purposive sampling can

purposefully inform an understanding of the research problem and central

phenomenon in the study (2007, p. 125). He also adds that the purposeful

sampling is used in qualitative research (p. 125). The purposive technique

sampling was applied by choosing purposively certain famous online magazines

which published some Revlon lipstick advertisements, for Revlon lipstick itself

was well known for its quality and it has spread around the world. Hence, the

purposive sampling was the appropriate method in collecting data.

Second, the researcher only chose ten advertisement languages which were

found in four female online magazines and at least each advertisement consisted

of one noun modifier whether it is pre-modifier or post-modifier. Furthermore, to

find out the possible effects from the use of specific features, the researcher

identified the responses of respondents through the questionnaire and then

observed persuasive language devices applied in each advertisement language.

The researcher took 20 females whether they have ever used and have never used

the Revlon lipstick. The female respondents were chosen based on people who

had an English background because the data were in English form. Thereby, the

researcher used the questionnaire to find out the respondents’ preference. The

questionnaire can be found in the appendix.

2. Data analysis

In order to observe the data and answer the problems, there were several

steps to answer the problems. The first analysis that the researcher conducted was


25

by finding the pre-modifiers and post-modifiers of noun phrases that were used in

the Revlon lipstick advertisements in female online magazines. This analysis was

about to find out the linguistic feature in one level which was syntax and the

spesific features in noun modifiers, pre-modifiers and post-modifiers. The theory

of Downing and Locke (2006) was used to analyze both of the features. After

identifying pre-modifiers and post-modifiers of noun phrases in advertisement,

the second analysis was by answering the possible effects resulted from the use of

pre-modifiers and post-modifiers of noun phrases with the use of the theory of

O’Guinn, Allen, Semenik, Scheinbaum (2011) and the theory of Khan et al

(2017).

Hence, the first step to find pre-modifiers and post-modifiers of noun

phrases modifiers was conducted by reading carefully each lipstick advertisement

from four variants of different female online magazines. The second step was the

researcher collected the noun modifiers of noun phrases according to the

categories, whether pre-modifiers or post-modifiers. Then, the functions of each

type were also mentioned in the discussion as well. After that, the data in pre-

modifiers and post-modifiers were also distributed according to the category of

modifier. The categories in pre-modifiers were adjective phrase, participle, noun

phrase, and compound. Meanwhile, the categories in post-modifiers were relative

clause, prepositional phrase, participle clause, and to-infinitive clause.

After finding the category of each modifier, the researcher determined the

structure of pre-modifiers and post-modifiers of noun phrases. For example, in the

noun phrase a heavy dry lipstick, the phrase a heavy dry acts as adjective phrase


26

(AdjP) which consists of a as determiner (Det), heavy and dry act as adjective

(Adj). That one unity of adjective phrase pre-modifies lipstick as the head or noun

(H/N). Each structure was not put randomly, yet it was combined in a good

pattern. The example forms will be displayed in the table of distribution below.

Table 2. Example of Distribution of Pre-Modifiers of Noun Phrases in Revlon Lipstick Advertisements

Table 3. Example of Distribution of Post-Modifiers of Noun Phrases in

Revlon Lipstick Advertisements

No Structure of Noun Pre-Modifiers

Example Number Percentage

1. H + ing-Part Lips delivering bright

2 20%

2. H + PP Range with modern twist

5 50%

Etc.

The researcher used the table above to show the number of structure of

pre-modifiers and post-modifiers of noun phrases. It was used as well to analyze

which structure that was more dominated.

In addition, to identify the possible effects from the use of linguistic

feature, the researcher used a questionnaire addressed to several young females as

the respondents. The questionnaire contained the selected advertisement

languages which each advertisement language consisted noun modifiers. The

purpose was to find out the respondents’ preference and opinion toward the

languages in advertisements. From that step, it could be seen that the effects of

No Structure of Noun Pre-Modifiers

Example Number Percentage

1. Adj + H Liquid color 2 20% 2. AdjP + H A glossy lipstick 5 50%

Etc.


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pre-modifiers and post-modifiers of noun phrases in the advertisements could lead

persuasive purposes.

For measuring the respondents’ preference towards the advertisement

languages, the researcher used the scaling. According to Kothari, “The rating

scale involves qualitative description of a limited number of aspects of a thing or

of a person” (2004, p. 78). He also states that using rating scales means judging an

object in absolute terms against some specified criteria (p. 78).

The respondents were some female students batch 2015 from English

Letters Department Universitas Sanata Dharma Yogyakarta. The reason was

because the study discussed lipstick products which were commonly used by

females. The other reason was because the students of English Letters Department

learnt English as the foreign language and they were from batch 2015 who have

already had enough knowledge in knowing some theories applied in this study.

Furthermore, the questionnaire was conducted by distributing 20 questionnaires to

the female students, whether they have ever used or they have never used the

Revlon lipstick product and it was distributed on 4 December 2018 inside and

outside class.

To make the study more comprehensible, thus this study applied graphic

rating scale to measure the people’s preference and opinion through the

questionnaire, for each respondent had different taste. The graphic rating scale

involves qualitative description a limited number of aspects of a thing or of a

traits of a person (Kothari, 2004, p. 78). The type of measurement of graphic

rating scale is displayed and modified in the figure 1 below.


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Figure 1. Graphic Rating Scale (Kotahri, 2004, p. 79)

How do you like the product?

The researcher used the graphic rating scale shown above to measure the

respondents’ personal preference towards the languages in Revlon lipstick

advertisements which provided ten phrases or clauses as the data of measurement.

Meanwhile, the other theory states that rating scales require the respondent to

make an evaluation judgment of the target by marking one of the categories

organized into a scale (Dörnyei, 2003, p. 36). Therefore, this study also applied

likert scale to support the measurement of the data. According to Dörnyei, “likert

scales consist of a series of statement all of which are related to a particular

target” (2003, p. 37). He also adds that in likert scale, respondents are asked to

indicate the extent to which they agree or disagree with these items by marking

one of the responses (p. 37). The categories and scales were shown below.

Table 4. The Categories and Scales

Categories in the Questionnaire

Scales Categories in the Total Points

Scales

Dislike very much 1 Dislike very much 1-20 Dislike some what 2 Dislike some what 21-40 Neutral 3 Neutral 41-60 Like some what 4 Like some what 61-80 Like very much 5 Like very much 81-100

The scale above was created to make some illustration of respondents’

feeling toward the advertisement languages. A scale dislike very much was used

Like very much

Like some what

Dislike some what

Dislike very much

Neutral


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to explain the feeling that the language really was not attractive for the

respondents. A scale dislike some what was used to describe the language was not

attractive enough. A scale neutral was used to explain that the language was

attractive, yet was not that attractive too. It was in the middle measurement.

Meanwhile, a scale like some what used to describe that the language was

attractive enough for the respondents and lastly, a scale like very much used to

illustrate the feeling that the language was really attractive.

After collecting the respondents’ responses, the result of questionnaire was

counted by using theory of frequency to discover the total point of each

advertisement languages. According to Neuman, “Likert scales are called

summated-rating or additive scales because a person’s score on the scale is

computed by summing the number of responses he or she gives” (2014, p. 230).

The example of measurement was applied in a table below.

Table 5. Example of Likert Scale in an Advertisement Language

No Advertisement Language Responses 1 2 3 4 5

1. A heavy dry lipstick 2 2 6 4 6 Total points of advertisement language number 1 (one): (1x2) + (2x2) + (3x6) + (4x4) + (5x6) = 70

Referring to the table above, the numbers which came up in the initial

position were used to refer the scales. Meanwhile, the numbers that came up

under the initial position were the frequency of respondents who chose the scales.

In addition, some codes or initial were used to shorten the use of space and to


30

make it more efficient. 5 indicates LVM which stands for “like very much”, 4

indicates LSW which stands for “like some what”, 3 indicates N which stands for

“neutral”, 2 indicates DSW which stands for “dislike some what”, and 1 indicates

DVM which stands for “dislike very much”.

Table 6. The Advertisement Language’s Points and its Category

No Advertisement Languages Total Points Category 1. A heavy dry lipstick 70 Like some what

It could be seen that from the table above, the advertisement language, “A

heavy dry lipstick” got 70 points which its category was “like some what” that

meant the respondents got enough feeling of attractiveness toward that language.

Therefore, the second problem was answered by looking at the highest number of

the response which one was the most preferred and by seeing the respondents’

choice toward the advertisement language they have chosen.

In addition, the researcher also applied specific open question as the

second part in the questionnaire. Dörnyei explains that specific open questions ask

about concrete pieces of information such as preference that can be answered in

one line, which is marked with dots in the questionnaire (2003, p. 48). Thereby,

this study also discovered the reason of the respondents’ preference from that

specific open question. From those evidences proved that the function of

questionnaire was to discover the characteristic of advertisement languages which

eventually the result of questionnaire was used to decide which specific features

in syntax between pre-modifiers and post-modifiers came up to be the most

persuasive one.


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CHAPTER IV

ANALYSIS RESULTS AND DISCUSSIONS

This chapter consists of two sections that answer the problems of the

study. The first section answers the first problem, which is to identify the pre-

modifiers and post-modifiers of noun phrases used in Revlon lipstick

advertisements in female online magazines that become the style of the

advertisement. The second section provides the answer of the second problem,

which is to find out the possible effects resulted from the use of pre-modifiers and

post-modifiers of noun phrases in Revlon lipstick advertisements.

A. Pre-Modifiers and Post-Modifiers of Noun Phrases Used in Revlon

Lipstick Advertisements

This part is conducted to answer the first problem that discusses pre-

modifiers and post-modifiers of noun phrases found in Revlon lipstick

advertisements. According to Simpson, there are seven level of language (2004, p.

5), but this study only focuses on certain level, which is syntax. The explanation

of the analysis is discussed below along with the linguistic feature found in the

data. Since the researcher used purposive technique sampling, thus only 10

advertisement languages were used as the data of the analysis.


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1. The Categories of Pre-Modifiers of Noun Phrases in Revlon Lipstick

Advertisements

Pre-modifiers are modifiers which come before the noun. According to

Nelson, pre-modifiers in a noun phrase occur before the noun, and after any

determiners which may be present (2001, p. 82). Pre-modifiers also have several

categories: Adjective phrase, Noun phrase, and Participle, Compound. Therefore,

the categories of pre-modifiers will be shown in the table below.

Table 7. The Categories of Pre-Modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines

No Advertisement Languages Categories of Pre-

Modifiers 1. Radiant colour with a moisturising shine

Adjective phrase 2. It’s an insanely comfortable formula that

hydrates due to mango, shed, and coconut butters

3. Pure-coloured lipsticks are your perfect accessories to complete any look

4. Its moisturising formula with vitamin E and avocado oil condition lips

Participle

5. You can’t go wrong with an intense highly-pigmented bordeaux shade

Noun phrase 6. Its Super Lustrous Lipstick range with a

modern twist to classic colours 7. A bold cherry-color pout is essentially the

piéce de résistance of date night makeup

Compound

8. The high-shine, lightweight, pure-coloured lipstick

9. Look for a true blue-based colour that’ll draw a lot attention


11. You get an eye-catching shade in a matte finish without having to worry about a cracking lip


33

Referring to the table above, it is found 11 data which are included as pre-

modifiers among 12 articles in the advertisements. The bold words are the

categories of modifiers and the italic ones are the heads. Most data or

advertisement languages come from compound as the pre-modifiers and the

second one comes from adjective phrase as the pre-modifiers. The last data are

noun phrase and participle.

One of the examples of adjective phrase, Radiant colour with a

moisturising shine can be called as adjective phrase because it goes before noun

which the head is an adjective, radiant that modifies the noun colour. Next, one

example of participle, Its moisturising formula with vitamin E and avocado oil

condition lips can be categorized as participle because the word moiturising

comes from a form verb moisture and it is included as present participle {-ing}. It

acts as adjective which can describe a noun, formula. Then, one example of noun

phrase, Super Lustrous Lipstick range with a modern twist to classic colours

can be included as noun phrase because Super Lustrous Lipstick is a noun

phrase that the head is noun, lipstick which functions as some specific thing. This

one unity modifies range as the head noun. Lastly, one of the examples of

compound, pure-coloured lipstick can be included as compound because that

word consists of a combination of two words that is united to make other

meaning. That compound word acts as an adjective compound which comes from

adjective + past participle that eventually modifies a noun. After dividing the data

to its category, the complete explanation of distribution of pre-modifiers is

discussed below.


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2. The Distribution of Pre-Modifiers of Noun Phrases in Revlon Lipstick

Advertisements

This part will examine several forms of the noun pre-modifiers when it is

merged to compose noun phrases. From Cosmopolitan, Female, Fashion, and

Glamour magazines, it is found 11 noun phrases with 4 types of modifiers and 6

different structures of pre-modifiers that is displayed in the table below.

Table 8. The Structure of Pre-Modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines

No Structures of Pre-Modifiers of Noun

Phrases Number Percentage

1. AdjP + H 3 27,5% 2. NP + H 3 27,5% 3. Comp + H 2 18% 4. Part + H 1 9% 5. Adj + Comp + H 1 9% 6. Comp + Comp + Comp + H 1 9%

Total 11 100%

According to the table above, the structures of noun pre-modifiers that are

mostly used are AdjP + H which occurs 3 times with 27,5% and NP + H which

occurs 3 times with 27,5% from the total amount as well. Second highest structure

is Comp + H that occurs 2 times with 18% from the total amount. Meanwhile, the

rest other structures only appear one time which have 9% from the total amount.

Furthermore, the further explanation will be discussed below.


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a. Adjective Phrase + Head

Adjective phrase can contain one or more words. This structure is the most

used in the different types of magazines. Different with the other structures, this

structure is located in 5 noun phrases.

Radiant + colour

AdjP H

According to Eastwood, An adjective phrase can have one or more

adjectives (1994, p. 252). Adjective phrase here only has one adjcetive radiant

that modifies colour as the head. An adjective radiant is included as the type of

descriptive adjective which its function is to explain noun or pronoun and to add

more information and qualities to the words they’re modifying. In order to be

more clear, the constituent structure in bracketed phrase with the theory of

Radford (1988) is described in below.

[NP[AdjP[Adj Radiant]][N colour]]

insanely comfortable + formula

AdjP H

According to Downing and Locke, adverbs have some functions, one of

them is that act as modifier in group structures (2006, p.508). The funtion of

adverb here can modify an adjective, or even a verb and an adverb. The other

function is to add more detail explanation of adjective itself. Some adjectives

which already have the {–ly} suffix is also the form of adverb (Downing and

Locke, 2006, p.504).


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In this strcuture above, this can be called as adjective phrase bceause an

adjective comfortable acts as the head of phrase. Adjective phrase includes an

adverb insanely which explains the adjective comfortable and that one unity of

adjective phrase modifies the noun head formula. The constituent structure in

bracketed phrase is described as follows.

[NP[AdjP[Adv insanely][Adj comfortable]][N formula]]

perfect + accessories

AdjP H

As same as previous structure, this adjective phrase only has one adjective

perfect that modifies accessories as the head. The function is also to explain noun

or pronoun and to add more information and qualities to the words they’re

modifying. The constituent structure in bracketed phrase is described in below.

[NP[AdjP[Adj perfect]][N accessories]]

b. Noun Phrase + Head

Noun phrase is one of the syntatic categories which its functions as the

subject or as an object in a sentence (Fromkin et al, 2011, p. 87). Noun phrase

also can act as a modifier which its function is to explain the noun.

bold cherry-color + pout

NP H

This structure is included as noun phrase which contains an adjective bold

and compound cherry-color. This compound is indicated as noun compound


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which is based on adjective + noun. A whole noun phrase bold and cherry-color

modify the head pout. The constituent structure in bracketed phrase is described

as follows.

[NP[NP[Adj bold][N cherry-color]][N pout]]

intense highly- pigmented bordeaux + shade

NP H

In that noun phrase, it consists of an adjective intense, adjective

compound highly-pigmented which it comes from adverb + past participle {-ed},

and noun bordeaux. A whole noun phrase modifies shade as the head noun. The

constituent structure in bracketed phrase is described in below.

[NP[NP[Adj intense][C highly-pigmented][N bordeaux]][Nshade]]]

Super Lustrous Lipstick + range

NP H

That structure of noun phrase above consists of Super as adjective which

modifies Lustrous acts as adjective, and one unity of both adjectives Super

Lustrous modify Lipstick which acts as noun that eventually one unity of noun

phrase pre-modifies range as the head. Furthermore, the function of noun phrase

above is to strengthen the meaning of the head range. The constituent structure in

bracketed phrase is described as follows.

[NP[NP[Adj Super][Adj Lustrous][N Lipstick]][N range]]


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c. Compound + Head

According to Biber et al, “compounds used as adjectives lend themeselves

to a compact and integrated expression of information” (1999, p. 533). They also

add that compounds can be arranged of adjective + noun, noun + adjective,

adjective + adverb, and so on (1999, p. 533). In other words, compound is kind of

combination between one free root and other free roots. As the researcher already

explained compound in the previous structure, compound has several different

shapes. However, this type is included as the most common compound which is

adjectival compound. According to Biber et al, the element in an adjectival

compound that is suffixed with –ed or –ing is most often a verb (1999, p. 533).

Pure-coloured + lipsticks

Adj Comp H

In that structure, Pure-coloured acts as adjective compound that modifies

lipstick as the head. Actually there are several structure types of compounds, such

as adverb + past participle, noun + past participle, adjective + present participle,

and many more. However, in this structure, Pure-coloured comes from adjective

+ adjective past participle {-ed}. The constituent structure in bracketed phrase is

described in below.

[NP[C pure-coloured][N lipstick]]

eye-catching + shade

Adj Comp H


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From the structure above, eye-catching is indicated as adjective compound

as well that modify shade as the head. Adjectival compound, eye-catching here

comes from noun + adjective present participle {-ing} which participle catching

comes from a verb catch. The constituent structure in bracketed phrase is

described as follows.

[NP[C eye-catching][N shade]]

d. Partciple + Head

The function of participle is to explain nouns that can be used as pre-

modifiers. There are two kinds of participle, present participle and past participle.

Present participle ends with {–ing}, for example like gardening class. Meanwhile,

past participle ends with {–ed}, for example like baked potato. Actually those

participle adjectives come from verb that is being added by suffix {–ing}, {-d}, or

{–ed}.

moisturising + formula

Present Part H

From the structure above, adjective participle {–ing} moisturising

modifies formula as the head. Participial adjectives can be analyzed as being

derived from verbs (Biber et al 1999, p. 530). Therefore, moisturising here can

be categorized as present participle because the suffix {-ing} is added to the base

verb moisture. The constituent structure in bracketed phrase is described in below.

[NP[Part moisturising][N formula]]


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e. Adjcetive + Compound + Head

This kind of structure is little bit different with the others. It is because the

pre-modifiers words are not combined together to modify the head noun, but those

words modify differently or separately.

true + blue-based + colour

Adj Comp H

This structure is included as compound pre-modifiers. However, it has

different analysis with the previous ones. It contains an adjective true which

explains the head noun colour and blue-based is treated as compound which

explains the head noun colour as well. In addition, adjective compound, blue-

based comes from adjective + adjective past participle {-ed}. Thereby, in this

case, true blue-based is not one unity which explains the head, yet both words

explain the head separately. The constituent structure in bracketed phrase is

described as follows.

[NP[Adj true][C blue-based][N colour]]

f. Compound + Compound + Compound + Head

The last structure is kind of the another complex structure of compound

which consists of triple compounds that modify the head noun. Because of the

presence of triple compounds, it means that those compounds are exactly

emphasizing the detailed information or explanation of the head noun.

high-shine, + lightweight, + pure-coloured + lipstick

Comp Comp Comp H


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In this noun phrase, high-shine, lightweight, and pure-coloured are

treated as the compound that modify the head lipstick separately. Noun compound

high-shine comes from adjective + noun, noun compound lightweight comes

from noun + noun, adjective compound pure-coloured comes from adjective +

adjective past participle {-ed}. The constituent structure in bracketed phrase is

described in below.

[NP[C high-shine][C lightweight][C pure-coloured][N lipstick]]

3. The Categories of Post-Modifiers of Noun Phrases in Revlon Lipstick

Advertisements

Post-modifier is modifiers which come after the head. According to

Downing and Locke, post-modifier includes all the experiential post-head items

that are placed after the head noun and it helps to define the non referent still

further (2006, p. 404). They also add that post-modifier can also use the term

qualifier which is realised by finite and non-finite clause (2006, p. 404). Post-

modifiers also have several categories: Relative clause, Prepositional phrase, and

To-Infinitive clause. Therefore, the categories of post-modifiers will be shown in

the table below.

Table 9. The Categories of Post-Modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines

No Advertisement Languages Categories of Post-Modifiers

1. Its Super Lustrous Lipstick range with a modern twist to classic colours

Prepositional phrase 2. Radiant colour with a moisturising shine


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No Advertisement Languages Categories of Post-Modifiers




Relative clause

6. It’s an insanely comfortable formula that hydrates due to mango, shea and coconut butters


To-Infinitive clause

Referring to the table above, it is found 7 data which are included as post-

modifiers among 12 articles in the advertisements. The bold words are the

categories of post-modifiers and the italic ones are the heads. Most data or

advertisement langauges come from prepositional phrase as the post-modifiers

and the second one comes from relative clause as the pre-modifiers.

One of the examples of prepositional phrase, Radiant colour with a

moisturising shine can be categorized as prepositional phrase because it consists

of preposition with which is followed by phrase a moisturising shine. Meanwhile,

one example of relative clause, It’s an insanely comfortable formula that

hydrates due to mango, shea and coconut butters can be called as relative

clause because back to its characteristic which it uses relative pronoun that as the

connecter and it is followed by a clause. Then the last, one example of to-

infinitive clause, Pure-coloured lipsticks are your perfect accessories to complete

any look can be included as to-infinitive clause because accessories is the subject


43

of infinitive to complete. After explaining and dividing the data to its category, the

complete explanation of distribution of pre-modifiers is discussed below.

4. The Distribution of Post-Modifiers of Noun Phrases in Revlon Lipstick

Advertisements

This part examines several forms of the noun post-modifiers when it is

merged to compose noun phrases. From Cosmopolitan, Female, Fashion, and

Glamour magazine, it is found 7 noun phrases with 3 types of modifiers and 3

different structures of post-modifiers that are displayed in the table below

Table 10. The Structure of Pre-Modifiers of Noun Phrases in Revlon Lipstick Advertisements in Female Online Magazines

No Structures of Post-Modifiers of Noun Phrases

Number Percentage

1. H + Prep. phrase 4 57% 2. H + Rel. clause 2 29% 3. H + To-Inf. clause 1 14%

Total 7 100%

According to the table above, the structure of noun post-modifiers that is

mostly used is H + Prepositional phrase. It occurs 4 times and it has 57% from the

total amount compared the other structures. The second highest structure of noun

pre-modifiers is H + Relative clause. It appears 2 times and they have 29% from

the total amount. Then, the last structure is H + To-Infinitive clause. Furthermore,

the further explanation is discussed below.


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a. Head + Prepositional Phrase

Basically, it can be said that prepositional is the most common structure

among the others. Prepositional phrase (PP) is included as one of the syntactic

categories which begins with the lexical category, preposition (P): up, down,

across, into, in, on, with, from, by, and so on. The function of prepositional is not

only as modifiers, but also as complements of noun phrase, verb phrase, and

adjective phrase. In addition, this structure of post-modifiers has the highest

number among the others.

range + with a modern twist to classic colours

H Prep. phrase

In that structure, with a modern twist to classic colours is treated as the

prepositional phrase that modifies range as the head. In addition, prepositional

phrase consists of a preposition and a noun or a noun phrase. However, this

structure contains with as a preposition plus a modern twist to classic colours as

a noun phrase. As same as the pervious analysis on pre-modifiers, the constituent

structure in bracketed phrase is described in below.

[NP[N range][PP with a modern twist to classic colours]]

colour + with a moisturising shine

H Prep. phrase

From that structure, the prepositional phrase which consists of with as a

preposition plus a moisturising shine as a noun phrase modifies colour as the

head.


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formula + with vitamin E and avocado oil condition

lips

H Prep. phrase

This structure also contains of a preposition with plus noun phrase,

vitamin E and avocado oil condition lips that modifies formula as the head. The

constituent structure in bracketed phrase is described as follows.

[NP[N formula][PP with vitamin E and avocado oil condition lips]]

shade + in a matte finish without having to worry

about a cracking lip

H Prep. phrase

Different from other structures before, this structure contains of

prepositional phrase whereby in as a preposition plus a noun phrase a matte

finish without having to worry about a cracking lip that modifies shade as the

head. The constituent structure in bracketed phrase is described in below.

[NP[N shade][PP in a matte finish without having to worry about

a cracking lip]]

b. Head + Relative Clause

Relative clause is often used to modify a noun or noun phrase. Relative

clauses are introduced by a relative pronoun or adverb (called a relativiser)

(Downing and Locke, 2006, p. 449). They add that English uses some different

relativisers: who, whom, whose, which, that, where, when, why, and zero (0)


46

(2006, p. 449). Relative pronouns who refers to person, whose refers to possessive

form of who, where refers to place, when refers to time, why refers to relative,

which and that refer to thing, and last zero refers to the non-use of relative

pronouns which, that, and whom. Thereby, the function of relative clause is to

give important information to identify the thing or person.

colour + that’ll draw a lot attention

H Rel. clause

From that structure, that’ll draw a lot attention as the relative clause

modifies colour as the head noun. That here indeed refers to a thing, red as the

head itself. The constituent structure in bracketed phrase is described as follows.

[NP[N colour][Rel.c that’ll draw a lot attention]]

formula + that hydrates due to mango, shea and

coconut butters

H Rel. clause

That structure consists of relative clause hydrates due to mango, shea

and coconut butters that modifies noun formula as the head noun. As same as

the previous one, that refers to a thing, formula as the head itself. The importance

of post-modifier is indeed to add or to explain further information the head noun

itself. The constituent structure in bracketed phrase is described in below.

[NP[N formula][Rel.c that hydrates due to mango, shea and coconut

butters]]


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c. To-Infinitive Clause

According to Eastwood, “An infinitive clause can be just an infinitive on

its own, or there can be an object or adverbial. An adverbial usually comes after

the infinitive, and an object always comes after it” (1994, p. 146). To-infinitive is

used to express the purpose of something or someone’s opinion about something.

It is also added before the verb, thus the formula is to + verb. Even though

infinitive is in a form of verb, it doesn’t act as a verb, it can act as a noun, adverb,

and adjective.

accessories + to complete any look

H to-Infinitive clause

This structure takes to complete as the form of to + verb and together to

complete any look as to-infinitive clause that post-modifies accessories as the

head. The constituent structure in bracketed phrase is described as follows.

[NP[N accessories][Inf.c to complete any look]]

B. Possible Effects Resulted from the Use of Pre-Modifiers and Post-

Modifiers of Noun Phrases in Revlon Lipstick Advertisement

After analyzing the structure of pre-modifiers and post-modifiers in

previous discussion, this part answers the second problem of the study that it is to

find the possible effects resulted from the use of pre-modifiers and post-modifiers

of noun phrases of Revlon lipstick advertisements in female online magazines.

The specific features in syntax, pre-modifiers and post-modifiers give

several effects to make the advertisement languages become more attractive and


48

interesting in order to draw people’s attention. Revlon is one of the largest beauty

brands in the world and definitely no doubt, Revlon is familiar in among young

females. Moreover, commonly young females nowadays use lipstick product

more often rather than other beauty products. Therefore, in this study, the

researcher decides to choose the young females as the target respondents toward

Revlon lipstick product.

There are twenty printed questionnaire which were already distributed and

were filled by young female students from Universitas Sanata Dharma batch

2015, whether they have ever used or never used Revlon lipstick product. Each

respondent has a right to rank each advertisement language. Scale 1 (points 1-20)

is used to classify the languages which is dislike very much or not very attractive.

Scale 2 (points 21-40) is used to point out languages which is dislike some what

or not attractive. Scale 3 (points 41-60) refers to languages which are neutral or

attractive enough but not that attractive. Meanwhile, scale 4 (points 61-80) is used

to categorize the languages which like some what or attractive enough and lastly,

scale 5 (points 81-100) is used to classify the languages which is like very much

or very attractive. The result of questionnaire is described in the table below.

Table 11. The Result of Questionnaire

No Advertisement Languages

Responses Total points

Category 1 2 3 4 5

1. A bold cherry-color pout is essentially the piéce de résistance of date night makeup

0 3 7 7 3 70 Like some what


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No Advertisement Languages

Responses Total points

Category 1 2 3 4 5

2. Radiant colour with a moisturising shine





0 1 4 8 7 81 Like very much





7. It’s an insanely comfortable formula that hydrates due to mango, shea, and coconut butters









50

Referring to the result of the questionnaire above, it proves that most of

the advertisement languages are like some what or attractive enough which the

point is 61-80 and there is only one like very much or very attractive which the

point is 81-100. Therefore, there are two categories most used by the researcher.

The first is respondents like some what (LSW) the advertisements and second one

is respondents like very much (LVM) the advertisement. Those two categories are

resulted from the questionnaire. According to Booth-Butterfield, “persuasion is

the skill of using words to change the way others think, feel, and behave” (2009,

p. 13). To support the argument, persuasion is treated as identical with attitude

change, no matter how such change arises (O’Keefe, 2002, p. 4). According to

Khan et al (2017), there are several languages used in advertisement from a

linguistic point of view. They are rhetorical device, familiar language or language

alteration: the word play, and deictic.

Table 12. Persuasive Strategies of 10 Advertisement Languages

No Advertisement Languages Persuasive Strategies RD FL D


✓ - -

2. Radiant colour with a moisturising shine - ✓ -


✓ - ✓


✓ - -


✓ - ✓


✓ - -

7. It’s an insanely comfortable formula that hydrates due to mango, shed, and coconut

✓ - ✓


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No Advertisement Languages Persuasive Strategies RD FL D

butters 8. Its Super Lustrous Lipstick range with a modern

twist to classic colours ✓ ✓ ✓


- ✓ ✓


- - ✓

The table above is the summary of persuasive strategies of 10

advertisement languages. All the advertisement languages indeed show the

positivity rather than negativity side of the product. Some abbreviation is used to

make it more efficient. RD stands for Rhetorical Device, FL stands for Familiar

Language, and D stands for Deictic. The data can be concluded in table below

which the most used persuasive strategy is rhetorical device, then the second one

is deictic, whereas familiar language is the least one.

a. Respondents Like Some What the Advertisements

Based on the table of the questionnaire’s result, there are nine languages

that can be classified as like some what, they are number 1, 2, 3, 5, 6, 7, 8, 9, and

10 with different total points. In the next discussion, it will be explained the

structure and the pattern of persuasive language strategies of each advertisement

language.

i. A bold cherry-color pout is essentially the piéce de résistance of date

night makeup

From the result of questionnaire, number 1 is the third lowest score before

number 3, 7, and 10 which gets 70 points from 100 total points. Datum number 1


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contains only adjective phrase pre-modifier. The structure of noun phrase is bold

cherry-color which consists of adjective and noun compound pre-modifies pout

as the head noun. Based on the respondents, only 3 people who choose datum

number 1 as the most interesting one. Two of them say that the noun phrase

sounds pretty interesting because it makes them have visualization or vivid

imaginary towards the product, whereas one says that the modifier gives unique or

specific dictions, thus it triggers curiosity to buy the product.

This language applies persuasive strategy rhetorical device hyperbole and

familiar language which uses catchphrase. According to McQuarrie & Mick

(1996), the rhetorical perspective prompts that the manner in which a statement is

expressed may be more important than its propositional content. They also add

that rhetoric convinces a system for identifying the most effective form of

expression (p. 424). In other words, rhetorical devices apply words whose the

function is to express the meaning or to persuade. One of the examples of

rhetorical devices is hyperbole. According to Khan et al, hyperbole means

exaggeration which frequently use of adjectives and adverbs (2017, p. 472). It

can be seen that this advertisement contains hyperbole in a word bold. In order to

emphasize the word to be more persuasive, an adjective bold is added to modify

cherry-color. It shows that the texture of cherry-color is really obvious and also it

describes one of Revlon lipsticks which has a color of red like a cherry-color.

Moreover, it comes from same as datum number 6, Cosmopolitan magazine

which advertises Revlon Super Lustrous Lipstick in Certainly Red.


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ii. Radiant colour with a moisturising shine

Afterwards, number 2 and 9 are the fourth lowest score after number 1

which gets 74 total points. Datum number 2 contains adjective phrase as pre-

modifier and prepositional phrase as post-modifier. First, word radiant as an

adjective phrase pre-modifies colour as the head noun. Second, colour as the head

is post-modified by prepositional phrase, with a moisturising shine.

Unfortunately, there is no reason why number 2 is the most likeable one because

no one selects number 2.

In the language above, it seems that the advertiser emphasizes the

positivity of the product. In other side, this language applies familiar language by

adding certain simple words, adjective radiant which explains a noun colour and

moisturising explains shine. Usually, advertisers prefer simple words to show the

excellence of the product to be easily understood. Same as number 9, this

advertisement language is taken from Female magazine that describes Revlon

Colorburst Matte Balm.

iii. Its moisturising formula with vitamin E and avocado oil condition lips

Number 3 is the second lowest score which gets 69 total points. It

contains pre-modifier and post-modifier. The structure, moisturising as present

participle pre-modifies formula as the head noun. Moreover, formula as the head

noun is post-modified as well by a prepositional phrase, with vitamin E and

avocado oil condition lips. Actually, among 20 respondents, there are 2 people


54

who choose number 3 as the most interesting one. Their reasons are because the

modifiers are really clear and those modifiers give detailed information about the

lipstick which contains the good formula. Because of its clearness information, it

will make them interested buying the product.

From that language, persuasive strategy used is deictic expression or

deixis. According to Yule, deictic expression is a linguistic form used to

accomplish this ‘pointing’ via language (1996, p. 9). Meanwhile, “deixis is the

study of deictic or indexical expressions in language, like you, now, today” (Horn

and Ward, 2006, p. 100). They also adds that deixis can be regarded as a special

kind of grammatical property instantiated in the familiar categories of person,

tense, place, etc (2006, p. 100).

There are three types of deixies, such as person deixis (you, I, she, he, etc),

spatial deixis (this, there, here, that), and temporal deixis (yesterday, today,

tonight, etc). The use of word its shows the person deixis possessive adjective

third-person singular. Possessive adjective certainly points to words which modify

a noun by indicating a sense of belonging to a specific person or thing. Thus, the

possessive adjective its here belongs to a Revlon’s lipstick product.

In addition, one of the elements of rhetorical devices seen in this language

is parallelism which is proved by the words of vitamin E and avocado oil

condition lips. This can be called as parallelism because those words are formed

in the same or identical structure which is noun phrase. Parallelism is often used

in advertisement because its function is indeed to persuade the readers’ emotions.

It happens because the readers are easier to capture the thought and remember the


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balance clauses or phrases. This advertisement language is also taken from

Female magazine that describes Revlon Colorburst Matte Balm.

iv. You can’t go wrong with an intense highly-pigmented bordeaux shade

Number 5 is the third highest point which gains 77 points. This datum only

has one adjective phrase pre-modifier, the structure is a head noun shade is pre-

modified by a noun phrase, intense highly-pigmented bordeaux that consists of

adjective, compound, and noun. Among 20 respondents, there are 4 people who

pick number 5 as the most favorite one. Two respondents say that the modifiers

are clear and to the point which clearly explain the head noun. Meanwhile, two

other respondents answer that the simplicity and the diction are on point. The use

of modifiers is unique and interesting. Thus, the language is really promising for

the customers.

The element of persuasive strategy that can be discovered in this language

is the use of deictic expression or deixis Nevertheless, this language only contains

person deixis which is second-person singular and plural and it is seen in the word

you. You refers to the all the readers (plural). The expression of pronoun you

confirms the intention of the writers to come closer to the consumer and evoke the

feeling of intimacy (Khan et al, 2017, p. 474). Moreover, the use of hyperbole

expression is found as well in this language. As it has explained before that

exaggeration is used to make something better than it really is. Therefore, to make

the product seen more interesting, an adjective intense here is used to give a

drama touch to the head compound highly-pigmented to be more powerful or to be


56

something better. This datum is taken from Cosmopolitan magazine which

explains about Revlon Super Lustrous Lipstick in Berry Couture.

v. Look for a true blue-based colour that’ll draw a lot attention

Datum number 6 gets the lowest score, which is 65 points. Even though it

is in one sentence, this structure is categorized as both pre-modifier and post-

modifier. The structure of pre-modifier is true blue-based which consists of

adjective and compound that modify colour as the head noun separately.

Meanwhile, colour as the head noun is also post-modified by a relative clause,

that’ll draw a lot attention. There is no one who chooses number 6 as the most

interesting one. Therefore, there is no reason why the respondents do not choose

number 6 as the most not preferred one among the others. It is also because the

open questionnaire only provides the reason of the most interesting one.

Moreover, this language applies rhetorical device as the persuasive

strategy that uses the word hyperbole in a word true. An adjective true in here is

created to exaggerate the next word blue-based which explains the head noun red,

thus the presence of the word true plays an important role to make the language

more persuasive. This advertisement language comes from Cosmopolitan

magazine which advertises Revlon Super Lustrous Lipstick in Certainly Red.


57

vi. It’s an insanely comfortable formula that hydrates due to mango, shea

and coconut butters

Datum number 7, which gets 69 points, is classified as adjective phrase

pre-modifier and relative clause post-modifier. The structure of adjective phrase,

insanely comfortable which consists of adverb and adjective, pre-modifies

formula as the head noun. Furthermore, formula is also post-modified by that

hydrates due to mango, shea and coconut butters. Turns out, among 20

respondents, only 1 person who chooses number 7 as the most preferred one. Her

reason is because the language uses interesting modifiers and thus, it shows that

the product is explained well without any exaggerated explanation.

This language applies the persuasive strategy rhetorical device parallelism

and deictic which uses person deixis in the word it which shows the third-person

singular. In this case, it acts as subject of the sentence. It here refers to the head

noun formula. Another element shown in the language is parallelism in the words

mango, shea and coconut butters. This can be defined as parallelism because

those three words come from the same or identical level of structure which is

noun. Furthermore, an adverb insanely indeed reflects the hyperbole structure

which its function is to modify an adjective comfortable to be more dramatic or

exaggerated. This advertisement language is taken from same as datum number 3,



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vii. Its Super Lustrous Lipstick range with a modern twist to classic colours

The second highest score is number 8 which gets 80 points. Even though

this number already got a quite high score, 80, it is still categorized as like some

what or quite attractive. This number has two categories, one noun phrase pre-

modifier and one prepositional post-modifier. Super Lustrous Lipstick, which

contains of determiner, double adjectives, and noun, acts as noun phrase that pre-

modifies range as the head noun. Furthermore, range is post-modified by a

prepositional phrase, with a modern twist to classic colours. However, there is

only one person who chooses this language as the most interesting. She explains

that the modifiers give an interesting description of range as the head. The post-

modifier is interesting because it uses a contrasting choice of diction (modern vs

classic).

Furthermore, it can be seen that language alteration or the word play and

deictic as the persuasive strategies appears in the language above. Khan et al

explains that in order to capture the individual’s eyes, advertisers may make use

of the statement, underlining, italicizing of certain words (2017, p. 474).

Therefore, this language uses phrase Super Lustrous Lipstick typed by capitalizing

certain words to make it more attractive which it will catch people’s attention.

In addition, same as datum number 3, the use of word its shows the person

deixis possessive adjective third-person singular. Thus, the possessive adjective

its here belongs to a Revlon’s lipstick product. Last, persuasive strategy used in

this language is hyperbole in the words Super Lustrous. These words are meant to

refer something better or good than the lipstick really is. This advertisement


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language comes from Fashion magazine that advertises Revlon Colorburst Lip

Butter.

viii. Pure-coloured lipsticks are your perfect accessories to complete any look

Meantime, datum number 9, which gets 74 points, contains of 2 pre-

modifiers, one compound pre-modifier, the structure is pure-coloured as

compound pre-modifies lipsticks as the head noun and one adjective pre-modifier,

the structure is perfect as an adjective phrase pre-modifies accessories as the head

noun, whereas accessories as the head is post-modified by to-infinitive clause, to

complete any look. Turns out 2 people who vote number 9 as the most likeable

one. One says that it is because the use of modifiers in number 9 gives the strong

information, so it makes the lipstick product looks cool and attractive. Another

one says that the language choice used is simple and interesting and it doesn’t use

like hyperbole to make it more eye-catching.

Deictic expression and language alteration appear in this language. The

use of word your shows the person deixis possessive adjective second-person. As

it is already explained in the previous structure number v, you or your indicate to

familiarity or intimacy towards the readers. Therefore, the presence you here is to

show the familiarity between the writer and the reader. Moreover, language

alteration appears in the language as well in the word perfect. The advertisers

usually use familiar or typical advertising texts to grab the people’s attention, for

instances are better, best, right, real, and many others and an adjective perfect

includes as one of that typical advertising texts. As same as number 2, 3, and 9,


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this language comes from Female magazine that describes Revlon Colorburst

Matte Balm.

ix. You get an eye-catching shade in a matte finish without having to worry

about a cracking lip

Datum number 10 also contains of pre-modifier and post-modifier. It has

compound as pre-modifier which can be seen from the structure, eye-catching

adjective compound that modifies shade as the head noun. In addition, it has

prepositional phrase as post-modifier which can be seen from the structure shade

as the head noun is post-modified by prepositional phrase, in a matte finish

without having to worry about cracking lip. Only 1 person chooses number 10.

Her reason is because the post-modifier is quite interesting and it seems telling the

promising product. Basically, same as the structure above, number 3, 7, and 10

have double structures as the same time, from pre-modifier and post-modifiers.

This language employs only deictic as the persuasive language that use

also person deixis in a word you which is second-person singular and plural and

acts as the subject of the sentence. This advertisement language is taken from

Glamour magazine which talks about Revlon Colorburst Matte Balm.

b. Respondents Like Very Much the Advertisements

In contrary from the previous type, there is only one language that can be

classified as like very much, which is datum number 4. Advertisement language

number 4 has the highest total point compared the others. The further description


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of the structure and the pattern of persuasive language strategy will be explained

below.

i. The high-shine, lightweight, pure-coloured lipstick

The most attractive one or like very much is number 4 which the points of

like very much is about 81-100 and it is chosen by 7 respondents. The

advertisement language high-shine, lightweight, pure-coloured lipstick gains 81

points and the type of this language is categorized as compound pre-modifiers

which consists of high-shine, lightweight, pure-coloured as triple compounds

that pre-modify lipstick as head noun.

The language utilizes only one persuasive strategy rhetorical device

parallelism. The words high-shine, lightweight, pure-coloured are parallelism

because those words are formed in the same or identical structure which is

compound. There are 2 types of compound, such as: noun and adjective

compound. Turns out that those words come from the same type. However, one

unity of high-shine, lightweight, and pure-coloured is categorized as adjective

compound. As same as data number 2, 3, 9, and 8, this last datum is taken from


The reason why number 4 is the most favored rather than other numbers

can be related to the theory of syntax which it is the study of the external

structures of words, words arrangements, and how words are related to one and

another and pre-modifier as the specific feature in syntax which its function is to

give extra information before the noun. It happens because advertisement


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language number 4 reflects what is exactly the meaning of syntax whereas the

structures of words are connected to each other. Thus, that structures can make the

phrase in an interesting way. Moreover, the function of pre-modifier of the

language number 4 is to give an extra information to the noun to be more clear,

interesting, and memorable.

To support the argument of why number 4 is the most attractive one, there

are some respondents’ opinion or idea in the open question of the questionnaire.

Some respondent says that number 4 is the most interesting one because the head

noun is clearly described by the modifiers and it is easy to be understood. The

other respondents say that the modifiers in number 4 explain some information

about the after look of the lipstick which it is simple, understandable, and

interesting to read. Moreover, the other respondents give the opinion that the

modifiers are truly describe the noun, thus it seems promising and it convinces

them that the product can match in any looks.


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CHAPTER V

CONCLUSION

In this part, the researcher would like to conclude all the analyses from the

two problem formulations that have been discussed in previous chapters. In the

first problem which is pre-modifiers and post-modifiers of noun phrases used in

Revlon lipstick advertisements in female online magazines, the researcher finds 11

noun phrases with 4 types of modifiers and 6 different structures of pre-modifiers

in 4 female online magazines, Cosmpolitan, Female, Fashion, and Glamour

magazine. The structures of AdjP + H and NP + H with 3 occurrences and 27,5%

are the most used structures in the noun pre-modifiers. The second one is the

structure Comp + H with 2 occurrences and 18%. The other structures only have

the same 1 occurrence and have 9% for each structure. In addition, pre-modifiers

in several magazines contain more compound rather than other categories of

modifiers. This shows that by using more compound, specifically adjective

compound, the advertisers intend to emphasize the characteristic of the product

and give further information to the product itself.

Meanwhile, for the post-modifiers, the researcher also finds 7 noun

phrases with 3 types of modifiers and 3 different structures of post-modifiers in 4

female online magazines as well. The structure of H + Prep. phrase with 4

occurrences and 57% is the most used in the noun post-modifiers. The second

highest structure is H + Rel. clause with 2 occurrences and 29%. Moreover, the


64

categories of post-modifiers have more prepositional phrases besides relative

clause and to-infinitive clause.

In the second problem which is the possible effects resulted from the use

of pre-modifiers and post-modifiers of noun phrases in Revlon lipstick

advertisements, the researcher applies two categories. First, respondents like some

what (LSW) the advertisements and second one is respondents like very much

(LVM) the advertisement. Those two categories are resulted from the

questionnaire and the persuasive language devices. With the use of the theory by

Khan et al (2017), there are few languages used in the advertisement: such as

rhetorical device, familiar language or language alteration: the word play, and

deictic. Based on the analysis, each advertisement language uses at least one or

more of the typical languages applied in the advertisement. The persuasive

strategy, which is mostly used, is rhetorical device then deictic and familiar

language. It proves that the use of rhetorical device, especially parallelism and

hyperbole can seize people’s attention.

This study applies the 20 questionnaires that have been distributed to 20

female respondents. From the result of the questionnaire, there is only one

advertisement language that is more prominent than other languages and it is

chosen most by many respondents. It means that the advertisement language

number 4, The high-shine, lightweight, pure-coloured lipstick is like very much or

the most attractive one which has 81 points. It is included as compound pre-

modifier and the structure is Comp + Comp + Comp + H which has the persuasive

strategy rhetorical device parallelism. Nevertheless, all numbers besides number 4


65

are categorized as like much which mean attractive. None of the numbers gets less

than 60 points.

It can be concluded that the advertisement language number 4 is included

as simple sentence rather than complex one. From the responses of most

respondents who choose number 4 as the most interesting, it can be seen that their

answers mostly say that that advertisement language is simple, clear, and

understandable. Furthermore, they say that the pre-modifiers clearly give modest

information to the head noun and it makes them easily understand the language.

Therefore, the explanation or opinion of some respondents indeed gives

the exact or right view about what is actually the purpose of modifiers which its

function is to give extra information to the noun to make it more interesting and in

addition with the use of persuasive language strategy which makes the

advertisement becomes more attractive. Lastly, in the summary of the analysis,

the use of pre-modifiers and post-modifiers of noun phrases in advertisement

languages indeed gives significant deep meaning in attracting the readers of

consumers. Therefore, the languages in Revlon lipstick advertisements have

successfully delivered the message that in the end, it can lead persuasive purposes

in the eye of readers.

For the further research, it is prompted to bring out the other kinds of

beauty brands in different magazines as the object of the research. Moreover,

because most respondents choose advertisement language with the category of

pre-modifier as the most attractive one, then the future researchers need to pay

attention more to pre-modifiers instead of post-modifiers.


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APPENDIX

The Questionnaires Distributed

Research Scale of the Advertisement Languages’ Effects of Revlon Lipstick in Female Online Magazines

My name is Clara Monica Christian Susanto, I’m a student of English Letters Department Universitas Sanata Dharma Yogyakarta batch 2015. At first, I would like to say thank you to all of you who have helped me fill this research scale. My research is entitled “The Use of Noun Modifiers of Revlon Lipstick Advertisements in Female Online Magazines”. The purpose of this research scale is to see whether the advertisement languages of Revlon lipstick in female online magazines can attract the readers to be interested in buying the product or not. Initial : ……………….. Semester : ……………….. Age : ……………….. Have you ever used Revlon lipstick product before? Yes No *circle one Here are the advertisement languages of Revlon Lipstick taken from several female online magazines. This questionnaire consists of 2 sections, section A contains 10 questions and section B contains 1 question. Please provide an assessment by marking (✓) one of the scales from the column listed in section A and please provide a description or response according to your respective opinions and the reasons in section B. Section A Information 1 : Dislike very much 2 : Dislike some what 3 : Neutral 4 : Like some what 5 : Like very much *Please read carefully and pay attention to the bold words or phrases below as the modifiers of the italic noun head.


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No Advertisement languages Rank 1 2 3 4 5


2. Radiant colour with a moisturising shine





7. It’s an insanely comfortable formula that hydrates due to mango, shed, and coconut butters




Section B From the data of those advertisement languages number 1 until 10 in section A, which one is the most interesting for you? Give the reason. I agree to participate in this research by giving a signature below.

Yogyakarta, ….. December 2018


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THE USE OF PRE-MODIFIERS AND POST-MODIFIERS OF NOUN ...repository.usd.ac.id/34721/2/154214108_full.pdf · NOUN PHRASES IN REVLON LIPSTICK ADVERTISEMENTS IN FEMALE ONLINE MAGAZINES