1

Chapter I

INTRODUCTION

This chapter provides an understanding of what the analysis is all about, as well as its

nature and purpose.

Background of the Study

Advertisement plays an important role in promoting places and selling products. It is an

art of language using various kinds of devices. The advertisements have achieved amazing

effects on persuading the public. At the same time, it has also formed its special style and the

language used in the advertisements is different from other styles. Its function is to attract

attention, arouse interest, stimulate desire, and get action. It is a kind of loaded language with

persuasive power (Li, 2009: 63). Many advertisement can be found in newspapers for it serve as

the daily material for people to read. No matter where people are, on the buses or subways or

during the break time or after meal, they can get whatever information they want in the

newspapers. So newspapers have become one of the most effective ways of providing

information, and the advertisements in newspapers can achieve good effects, they are concise

and colorful which are full of aesthetics and can be fast read in order to attract peoples attention

as much as possible, and arouse readers strong purchasing desire and persuade them to buy the

products (Li, 2009: 63).

Furthermore, according to Vaienonien (2006) the birth of business and marketing

triggered the proliferation of advertising genre. The main goal of advertisements is to persuade

consumers or the readers to increase sales of particular products and services. The

advertisements must capture the attention of the possible consumers and persuade them. In order

2

to achieve the goal of advertisements, it must utilize the creative use of language to convey the

messages to the public. Advertising texts use a range of manipulative play of language devices.

Therefore the choice of language to convey specific messages or ideas with the intention of

influencing people is very important. Hence, language plays an important role in advertising

(Udofia, 2011:3-4).

In connection to the role of language in the advertisements, this research aims to study

the function of language in the world of advertising. The focus of this research will be on the

"Language of Advertising: A Stylistic Analysis of the Sandari Batulao Newspaper

Advertisement. Given that this is a stylistic analysis of a newspaper advertisement, two fields

of study should be discussed namely stylistic analysis and advertisements.

The presentation of the paper is divided in six parts. The first part is the introduction

which includes the discussion of the nature of the paper, and purpose of the work. The second

part is the discussion of the language of advertisement and its role in today's society. The third

part is the presentation of conceptual literature and framework or constructs that are utilized in

the analysis being conducted. The fourth part is the stylistics analysis itself using genre, language

register, layout/visualization, levels of stylistic analysis, and foregrounding as the lenses in the

analysis of the text. The fifth part includes the summary and insights. The last part is the

conclusion of the paper.

Nature of the Paper

This paper is a stylistic analysis of the Sandari Batulao newspaper advertisement. The

analysis is made under the aspects of various constructs in stylistics such as genre, language

register, layout/visualization, levels of stylistic analysis and foregrounding. This analysis is

3

advantageous in knowing, understanding, interpreting, appreciating and applying stylistics

constructs. It is also advantageous in interpreting advertisement texts.

Purpose of the Paper

This paper is entitled " The Language of Advertising: A Stylistic Analysis of the Sandari

Batulao Newspaper Advertisement. The aim of this work will therefore involve the manner in

which language is used in newspaper advertisement for conveying messages to the public. The

paper discusses the effectiveness of the choice of language and the meaning of newspaper

advertisements using stylistic elements.

4

Chapter II

PRELIMINARY OF THE TEXT

This paper intends to analyze the newspaper advertisement of Sandari Batulao from the

aspects of genre, language register, layout/visualization, levels of stylistic analysis and

foregrounding, aiming at finding out its stylistic characters.

The Text

SANDARI BATULAO NEWSPAPER ADVERTISEMENT

Unwind in your own private sanctuary.

A bubbling river. Birds chirping. The wind whistling. Leaves rustling in the cool

breeze. Let natures lullaby soothe you. There is nothing like the peace and quiet that life at

Sandari Batulao evokes.

Derived from the Sanskrit words zaanta and dhari, meaning peaceful valley,

Sandari Batulao is an 800-hectare luxurious mountainside community in the highlands of

Nasugbu, Batangas. Located at the foot of Mount Batulao and Mount Talamitan with the

West Philippine Sea in between, relish perpetually cool mountain breeze all year round. With

the familiar comforts of Tagaytay and beautiful beaches of Nasugbu, just a stones throw

away experience the best of both worlds all against the backdrop of the majestic Mount

Batulao.

5

The Newspaper Advertisement of Sandari Batulao

6

The Newspaper Advertisement of Sandari Batulao

7

The Language of Advertising

Visual content and design in advertising have a very great impact on the consumer, but it

is language that helps people to identify a product and remember it (Udofia, 2011:4).

According to Dattamajumdar (2006) advertisement is an inevitable outcome of a

capitalistic society. The natural order of the language is modified, shaped and stylized by the

copywriter according to the product of the advertisement and the target group.

Leech (1966: 25) says that the structure of language in advertising has a peculiar form

and many factors predispose the copywriter (i.e. one who writes advertisements) to chose his

vocabulary. Hence, the copywriter puts into consideration language variation as regards the

target audience and also ensures that his choice of language and content meets the four basic

characteristics outlined by Leech (1966: 25) which are necessary for successful advertising.

These are:

Attention value: This refers to the unorthodox use of language to provoke the

consumers attention and curiosity by presenting something surprising and unexpected.

Readability: The advertisement must be easy to grasp and assimilate.

Memorability: An advertisement gains nothing unless the name of the product is

remembered. In fact, it is desirable that part of the stylistic message should memorised.

This includes brand names, slogans, key phrases, snatches of songs, etc.

The language of advertising must be informative, instructive, distinctive, alluring and

persuasive (Goodard, 2003). Advertisements are to conceive and disseminate information about

the product on sale to people in a competitive market.

In addition, the language of advertising entails the use of rhythm. Advertisers use rhythm

in order to make an advertisement pleasing to the ears of the customers. David (1987:390) also

8

states that language of advertisement is generally laudatory, positive and unreserved

emphasising the uniqueness of a product. The use of language in advertising could be subjective

and objective. The subjective factor is that the writers linguistic competence determines his

vocabulary usage, style and creative ability to conform with the stylistic tendencies peculiar to

the agency and his consciousness of the advertisers objectives successfully in good write-ups

would portray the language use as being objective.

According to Meida (2011), advertising is a form of communication, used to persuade the

audience (viewers, readers, or listeners) to take some actions with the products, ideas and

services. Commonly, the result is to direct the consumer's behaviour with commercial offering.

Even the political and ideological advertising is too common. Advertising messages are usually

paid by the sponsors and viewed with various types of traditional media (ex: newspaper,

magazine, television commercial, radio, outdoor advertising, and the Internet. such as websites

and others). Commercial Advertisers usually search to produce the improvement of consumption

from their products with services through branding which involve the repetition of the image or

the product to effort with certain qualities with the products form consumer's mind.

9

Chapter III

CONCEPTUAL LITERATURE

Stylistics

Style is a word derived from Latin word elocution which means style and means

lexis in Greek. Style is a broader term. It has several meanings in and outside of the literary

text. A particular procedure by which something is done, a manner or a way is style. Broadly,

appearance of everything is style. The way of doing something or the way of living is also style.

Style is also related to a personality of a person. A style reflects the thoughts of a persons mind.

It describes the way of persons speaking and writing (Aslam et.al, 2014: 1).

Stylistics is a branch of applied linguistics concerned with the study of style in texts.

Before the 20th century stylistics only deals with literary text. But from 20th century it started to

deal with non-literary text (Aslam et.al, 2014: 1). Example: law, religion, advertisement,

newspaper etc. Katie Wales (2005) in A Dictionary of Stylistics writes: The goal of most

stylistics is not simply to describe the formal features of texts for their own sake but in order to

show their interpretation of the text, or in order to relate literary effects to linguistics causes

where there are felt to be relevant. Stylistics analysis provides a commentary which is objective

and scientific based on a concrete quantifiable data and applied in a systematic way. It uses

specialized technical terms and concepts which derive from the science of linguistics (Aslam

et.al, 2014: 1).

The word stylistics has various definitions. Matthews (1997) defines it as the study of

style in language: traditionally, of variations in usage among literary and other texts; now more

generally, of any systematic variation, in either writing or speech, which relates to the type of

discourse or its context.

10

Some scholars see it as a branch of linguistics that studies style. Ogidefa (2008) for

instance is of the view that it could be viewed as a branch of linguistics that engages in the

scientific study of style in both spoken and written texts. It recognizes the relationship between

form and context by making use of language. Similarly ,Crystal and Davy(1985) defines it as a

sub-discipline of linguistics that is concerned with the systematic analysis of style in language

and how this can vary according to such factors as, for example, genre, context, historical period

and author. For instance, there is the individual style that distinguishes one writer from another,

the styles associated with particular genres (e.g. newspaper language or the gothic novel), or

the characteristics of what might constitute literary style. In this sense, analyzing style means

looking systematically at the formal features of a text and determining their functional

significance for the interpretation of the text in question. Stylistics is a tool that can be employed

for analysis of style in literary or non-literary texts.

Stylistics is the description and analysis of the variability of linguistic forms in actual

language use. The concepts of style and stylistic variation in language rest on the general

assumption that within the language system, the same content can be encoded in more than one

linguistic form. Operating at all linguistic levels (e.g. lexicology, syntax, text linguistics, and

intonation), stylisticians analyze both the style of specific texts and stylistic variation across

texts. These texts can be literary or non-literary in nature. Generally speaking, style may be

regarded as a choice of linguistic means; as deviation from a norm; as recurrence of linguistic

forms; and as comparison. Crystal and Davy (1985) stated the aim of stylistics:

Stylistics aims to analyze the language habits with the main purpose of

identifying from the general mass of linguistic features common to given text. The

features are usually restricted to certain kinds of social context so as to explain why

11

certain features are used as opposed to other alternatives, and features into

categories based upon a view other function in the social context. By features here

we mean any bit of speech or writing which person can single out from the general

flow of language and discuss-a particular word, sequence of words, or way uttering

a word. A feature when it is restricted to a limited number of social contexts, we

shall call stylistically significant or stylistically distinct features. (Crystal and Davy

1985).

Stylistic analysis is a normal part of both linguistic and literary studies. Stylistic analysis

in linguistics refers to the identification of patterns of usage in speech and writing. In linguistics

the purpose of a close analysis is to identify and classify the elements of language being used. In

literary studies the purpose is usually an adjunct to understanding, exegesis, and interpretation. In

both cases, an extremely detailed and scrupulous attention is paid to the text. It is practiced as a

part of understanding the possible meanings in a text. Stylistic analysis is generally concerned

with the uniqueness of a text; that is, what it is that is peculiar to the uses of language in a literary

text for delivering the message. This naturally involves comparisons of the language of the text

with that used in conventional types of discourse (Wang, 2001).

In stylistic analysis, the numerical recurrence of certain stylistic features is used to make

judgments about the nature and the quality of the writing. Stylistic analysis purports to be fairly

scientific. A hypothesis is stated and then proved. It is a useful discipline, which encourages

logical thought and can be transferred to many other areas of academic studies (Wang, 2001).

12

Advertisements as a Genre

According to Hervey et al. (1995:126), awareness of genre and text type is vital to be

familiar with styles of presentation and language use in terms of particular genre requirements in

particular cultures. The present section concentrates on the most prominent aspects of the

advertising register and the genre of advertising as a text type characterized by specific features.

Register can be defined as a set of lexical and grammatical features that accompany and help to

identify discourse that occurs in a particular recurrent situation (Johnstone 2002:147). Schffner

(2001:213) and Goddard (2003:30-31) distinguish a number of linguistic features typical of the

English advertising register: imitation of spoken language; short, elliptical sentences; positive

evaluative expressions and abundance of stylistic means affecting the audience (proverbs, puns,

alliterations, rhyme, etc.). The listed features of language are culture-specific in their use and

intensity within the same register (Steiner 2004: 21). With respect to advertising as a genre,

Trosborg (1997:9) claims that the defining criterion of any genre is the communicative purpose

that it is intended to fulfill. In determining the communicative purpose of the text, language

functions play an important role. Each text serves some specific language function which helps

to fulfill the communicative purpose of the text and allows us to classify texts into types. Nord

(1997:50-51), following Bhlers (1934) classification, describes the following language

functions: referential function (i.e. reference to objects and phenomena of the world); expressive

function (i.e. expression of the senders attitude or feelings); phatic function (i.e. establishing,

maintaining or finishing contact); appellative function (i.e. appealing to the receivers

experience, feelings, knowledge and sensibility in order to make him/ her react in a specific

way).

13

Practically, texts often exhibit the presence of several language functions, which overlap

and give a variety of combinations: representing-expressing, representing-persuading, etc. This is

referred to as the multi-functionality of texts (Trosborg 1997:14). However, there is always one

dominant function while other functions are used as subsidiary, employed to achieve an overall

intention of the text. For example, information included in advertisement should not be

considered as a primary goal. Instead, it should be perceived as a complimentary function

helping the advertisement be more persuasive. Therefore, texts can be classified into categories

or 45 types on the basis of their dominant contextual focus.

Advertising as a genre is classified under the category of appeal-oriented texts, having

the predominant function of persuasion. As Reiss (2000: 38) points out, in appeal- oriented texts

the information is always presented from a particular perspective and with a particular purpose.

In commercial advertising, form and content are at one in their overall goal of arousing

consumer response that is, a commercial advertisement strives at persuading the reader to buy

the advertised product. In conclusion, it appeared that register description and analysis of style

conventions of both source and target culture texts lead to successful translation decisions and

correspondence to culture-specific genre requirements. It was also shown that the dominant

communicative purpose of advertising genre is persuasion. This allowed us to classify

advertisements as appeal-focused texts.

14

Register

According to Longe (1995:41), the idea of register in language varieties differentiation

can be traced back to Wegnener with his argument for language differentiation into, field of

context distinguished by general subject matter, participants interest, etc. As Longe (1995)

submits further, it is from Wegeners and Malinowskis ideas that Firth draws his concepts of

context of situation, emphasizing appropriateness of language in situations.

Like most concepts in linguistics, register has been subjected to different interpretations.

According to Terry and Brich (1995: 6) the term was applied by Michael Halliday to mean a

variety according to use in the sense that each speaker has a range of varieties and chooses

between them at different times. Halliday distinguishes that from dialect which he describes as

a variety according to user, in the sense that each speaker uses one variety and uses it all the

time (Leckie-Terry and Birch, 1995: 6). In their own case, Gregory and Caroll (1978: 64) take

register to be a useful abstraction linking variations of language to variations of social context.

In the simple perspective, the concept of register is the use to which language is put in a

specific situation is defined. Each situation contains elements of meanings realizable through

language. Longe (1995:38) cites Halliday (1994) saying that the register is the set of meanings,

the configuration of semantic patterns specified condition along with the words that are typically

drawn upon under the realization of these meaning.

Different dimensions of situational features are often referred to in the characterization of

register, but the core ones are field, tenor and mode. The field of discourse deals with the

significant social action, that is, the nature of social activity engaged in, while the tenor relates to

15

the dimensions of role relationship. The mode of discourse is a matter of the symbolic

organization of meanings into speech or writing (Ogunsiji & Dauda, 2013:99).

Major Determinants of Register (Ogunsiji & Dauda, 2013:102):

a. Field- the field of discourse refers to what is happening. The nature of the social

interaction taking place: what is it that the participants are engaged in, in which

language figures as an essential component? The nature of the activities in which

people are engaged will reflect in the language they use.

b. Tenor- the tenor of discourse is also known as the style of discourse. This accounts

for the formality or informality of the linguistic medium. It further identifies who is

taking part in the discourse, the status and the roles of the participants in the

discourse. Language will reflect such interactions as between husband/wife,

master/servant, doctor/patient, etc.

c. Mode- the mode is the symbolic organization of the text. It emphasises the channel of

communication, such as spoken/written, visual contact. Computer mediated

communication/ telephone conversation and other modes by which communication or

thought can be expressed.

Levels of Stylistic Analysis

Stylistic scholars like Leech and Short (1981), Turner (1973), Crystal and Davy (1969)

among others. Have all agreed with the fact that there are levels of stylistic analysis which can be

used in analysing a text whether in a spoken or written form. Among these levels of stylistic

analysis, three tools will be used in this stylistic study. These tools are; Graphology, lexico-

semantics and syntax.

16

1. Graphological Level

Graphological arrangement in advertisements plays a very important role in drawing

peoples attention, making it outstanding among other advertisements. Crystal and Davy (1995:

17) point out that: The choice of type-size or colour in a text is essentially non-linguistic, but

they may have clear linguistic implications, perhaps relating to the semantic structure of the

utterance or even to grammatical structure. According to (Crystal and Davy 1969: 18-19)

graphology is the analogous study of a language writing system or orthography as seen in the

various kinds of hand writing or topography. To them, graphology in its linguistic sense is the

study of symbols that has been devised to communicate language in written form. It must be

clearly distinguished from the psychological sense of the term, which refers to the study of

handwriting as a guide to character and personality (Udofia, 2011: 18-19).

Thus, graphological features entails the foregrounding of quotation marks, ellipses

periods, hyphens, contracted forms, special structures, the full stop, the colon, the comma, the

semi colon, the question mark, the dash, the lower case letters, gothic and bold print,

capitalization, small print, spacing italics.

2. Lexico-semantic Level

Lexico-semantics is concerned with words and their meaning (Lamb, 1969:45). To

Odebunmi (2001:55), it is the relationship of meaning holding between words and utterances in a

language. In lexico-semantics, a word can have more than one meaning while different words

have the same meaning.

Thus, the elements of style in lexico-semantics are: figures of speech, synonyms, lexical

acronyms, homonyms etc. Therefore, lexico-semantics is very important in stylistic analysis.

17

This section concentrates on the advertisements manipulate various parts of speech in

order to make the message more persuasive. The attention is paid to some of the aspects of

adjectival, adverbial, verbal and noun usage. A majority of persuasion techniques strives to

create a positive impression through evaluation and emotional appeal. Emotionality and

evaluation are best expressed through an extensive use of adjectives or adverbs which attribute

certain qualities and properties to the object advertised (Gramley and Ptzold 2002: 103).

3. Syntactic Level

According to Lyons (1979:21), Syntax which derives from the Greek word that means

placing together, usually refers to the level at which the linguist accounts for the way words are

put together to form sentences.

To Crystal (1987:94), syntax is the way in which words are arranged to show the

relationship of meanings within and between sentences.

In syntactic analysis, words are the primary units and they are very important because all

human activities involve words (Lyon, 1979:2). Lyon further explains that it is the combination

of words, word groups and sentences that syntax is concerned with.

Thus, syntax has to do with the arrangement of words and rules governing how words are

joined together to form phrases, clauses and sentences.

.

18

The Layout/Visualization

The visual effect of advertisements plays a crucial role, since it enables to shout at

readers from the page. Furthermore, it helps to set a scene for a story of the promoted item or

introduces an appearance of the product, in order to be recognized immediately among

competitive products. As Udofia (2011) states: The visual carries such a great deal of

responsibility for the success of an advertisement, it should always try to offer story appeal.

Foregrounding

Foregrounding refers to a creative use of language in such a way that the medium attracts

our attention over and above the message (Lawal, 1997:44).

According to Wales (1989:180), foregrounding is the throwing into relief of the linguistic

sign against the background of norms of ordinary language. Foregrounding is achieved under

two main types. They are: deviation and repetition foregrounding (Leech, 1965:14).

Deviation refers to a situation whereby a conventional way of spelling a word is

deliberately altered to suit a new situation. It is usually done to attract customers to the product

or service being advertised.

19

Conceptual Framework

Genre

Register

1. Field 2. Tenor 3. Mode

Levels of Stylistic Analysis

1. Graphological Level 2. Lexico-semantic Level

3. Syntactic Level

Foregrounding

-Deviation

Layout/

Visualization

SANDARI BATULAO

(Newspaper Advertisement)

20

Chapter IV

ANALYSIS PROPER

The Text

Unwind in your own private sanctuary.

A bubbling river. Birds chirping. The wind whistling. Leaves rustling in the cool

breeze. Let natures lullaby soothe you. There is nothing like the peace and quiet that life at

Sandari Batulao evokes.

Derived from the Sanskrit words zaanta and dhari, meaning peaceful valley,

Sandari Batulao is an 800-hectare luxurious mountainside community in the highlands of

Nasugbu, Batangas. Located at the foot of Mount Batulao and Mount Talamitan with the

West Philippine Sea in between, relish perpetually cool mountain breeze all year round. With

the familiar comforts of Tagaytay and beautiful beaches of Nasugbu, just a stones throw

away experience the best of both worlds all against the backdrop of the majestic Mount

Batulao.

Genre of the Text

This part intends to explain the category of this text. The text of the Sandari Batulao is all

about an advertisement in a newspaper. Advertising as a genre is classified under the category of

appeal-oriented texts, having the predominant function of persuasion. As Reiss (2000: 38) points

out, in appeal- oriented texts the information is always presented from a particular perspective

and with a particular purpose. The text is describing and telling the exquisiteness and splendour

of the topic or subject of the advertisement, which is a tourist spot called Sandari Batulao. It

21

utilizes several adjectives and various persuasive and convincing words which can draw and can

catch the attention of the possible customers that can magnetize them to go to the place being

advertised.

Register

Field

The text of Sandari Batulao (which is a tourist spot in Nasugbu, Batangas) is focused in

describing the place to the tourists or the possible customers of the place. It is in the field of

newspaper advertisement. The text is mainly about giving the readers or customers the

information and knowledge about Sandari Batulao such as its features and location. Persuasion is

very visible in the text. It showcases the beauty and magnificence of the tourist spot through the

use of vocabulary to persuade the readers to visit the place.

Tenor

The language used in the newspaper advertisement of Sandari Batulao is obviously in

the context of formal language. It uses loaded and persuasive language to arouse peoples desire

and curiosity to the place and the informative language with exact descriptive words or the use of

affirmative adjectives gives the reader a positive and clear image of the place. It achieves good

effects on persuading the readers to visit the place in a welcoming tone.

The role-relationship between the addresser and the addressee in this advertisement is

called the author and the reader relationship because the text is only accessible through reading

the newspaper. Furthermore, we can infer that the author of the text is the advertiser/endorsers or

the owners and investors of the place (Sandari Batulao) while the readers can be both foreign and

Filipino tourists that might be the possible customers of the place.

22

Mode

The advertisement of Sandari Batulao transmits messages through the written text or

language. However, the text does not only transmit messages in the written form but also

communicates through the use of visual medium. It uses graphological devices to provide

information; the pictures of the place showed in the newspaper also provide visual information to

the readers. At the same time, enlarged, capital and bold letters are also used in this

advertisement to form an attractive and vivid image of the place being advertised.

Levels of Stylistic Analysis

1. Graphological Level

In this advertisement of Sandari Batulao, it uses larger, capital and bold letters in the

title and slogan in order to draw peoples attention and make them curious about what this

advertisement mainly says and thus leads the readers to go on reading unconsciously and arouse

their curiosity and desire to know more about the place and finally reaches its goal to persuade

the readers to visit the place. And the utilization of the phrase or the slogan "unwind in your

private sanctuary" in a much bolder font size under a beautiful house or infrastructure creates a

catchy aura that can attract and captivate the readers to read the advertisement because it can be

easily seen in just a glance on the page of the newspaper.

Compared with the slogan and the title, the letters in the body are the small. It shows

sharp graphological contrast, making this advertisement eye-catching, clear and in good order.

There are only two paragraphs in the advertisement, differentiating from other

advertisements which have one paragraph or even one sentence. The sentences in each paragraph

are full of adjectives describing the place. The paragraphs are very short.

23

Table 1: The Texts Graphological Features

SLOGAN:

TITLE:

BODY:

24

2. Lexico-semantic Level

It is the study of the way in which individual words and idioms tend to pattern in

different linguistic context; on the semantic level in terms of stylistics.

This section concentrates on how advertisements manipulate various parts of speech in

order to make the message of the text more persuasive.

Table 2: Phrases that can create imagery

Since Sandari Batulao is a tourist spot or a beautiful place, the phrases in Table 2

makes the text more captivating for the readers to visit the place. It sounds as if it is a poetic

device of rhyming words. Through the use of these words, the text provides imagery on the

minds of the readers. The purpose of showing these words is to impress the potential customer of

the majestic features if the place and make them form a positive image of the place being

advertised in their mind and win their interest to the place and finally arouse their desire to go

there.

Furthermore, the personal pronoun "you" is used in the first paragraph. This use of

personal pronoun is obviously sounds like face-to-face talk, making the conversation warmer,

more friendly and trustable in tone, and finally strengthens the appeal to the readers. Reading the

bubbling river

birds chirping

wind whistling

leaves rustling

natures lullaby

cool mountain breeze

25

advertisement, the readers may probably be persuaded and stimulated and finally agree with

what the advertisement says with strong desire for visiting the place.

A majority of persuasion techniques strives to create a positive impression through

evaluation and emotional appeal. Emotionality are best expressed through an extensive use of

adjectives or adverbs which attribute certain qualities and properties to the place being advertised

(Gramley and Patzold, 2002: 103).In order to achieve the aim of persuading the readers, the

frequent and profound use of adjectives is also one of the lexical features of the advertisement

giving the readers the feeling of exaggeration and sometimes making it more overwhelming and

persuading. In the given texts we have adjectives that describe the following nouns such as:

Table 3: Adjectives that describe the Nouns

ADJECTIVES NOUNS

Bubbling River

Cool Breeze

peaceful Valley

luxurious Mountainside

beautiful Beaches

best Worlds

majestic Mount Batulao

The list of adjectives exceedingly describes Sandari Batulao giving the readers an image

in their minds of what the place looks like in real life.

Also, lexico-semantic level includes such devices as alliteration, rhythm, rhyme,

26

assonance and consonance. These devices are recognizable, descriptive, but what makes them so

attractive is hard to say. It has been suggested that rhythm and repetition recall the regular sound

of the mother's heartbeat in the womb (Langer 1967: 324). The given text forms rhyming which

is very catchy to the ear. For example:

A bubbling river.

Birds chirping.

The wind whistling.

Leaves rustling.

These rhyming words are very descriptive and create a vivid picture in the minds of the

readers.

The use of many word plays must be also mentioned as the lexical distinctive features. In

the given text, there are several world plays used. For example:

"There is nothing like the peace and quiet that life at Sandari Batulao evokes".

"Derived from the Sanskrit words zaanta and dhari, meaning peaceful valley,

Sandari Batulao is an 800-hectare luxurious mountain side community in the

highlands of Nasugbu, Batangas."

Through these word plays the majestic features and the best qualities of Sandari Batulao

was emphasized and enumerated in the advertisement that appeal to the feelings of the audience

and makes the message more persuasive.

27

3. Syntactic Level

It refers to the level at which the linguist accounts for the way words are put together to

form sentences.

This advertisement not only aims to give detailed information of the features of Sandari

Batulao but also aims to attract readers attention and arouse their desire to visit the place.

There are nine sentences and a total of two paragraphs in the advertisement,

differentiating from other advertisements which have one paragraph or even one sentence. The

sentences in each paragraph are full of adjectives describing the place. The paragraphs are very

short. The first paragraph consist of short sentences that described Sandari Batulao and the

second paragraph is all about the etymology of the name of the place, its physical and

geographical features.

28

Nouns Pronouns Verbs Adverbs Adjectives Conjunctions Interjections Prepositions articles

Nature You Let Perpetually Whistling and in a

River You Serenade All Rustling that like the

Birds There Let Just Chirping And at a

Wind Nothing Soothe Both Bubbling and from the

Leaves Is All Cool and of the

Breeze Evokes Derived at the

Nature

Lullaby

Peace

Life

Mount

Backdrop

Mount

Batulao

Beaches

Worlds

Nasugbu

Breeze

Stones Experience

Mountain

Year

Tagaytay

West

Philippine

Sea

Talamitam

Is

Relish

Comforts

Throw

Peaceful

Luxurious

Located

Cool

Familiar

Beautiful

Away

Best

Majestic

of

with

in

between

round

with

of

of

of

against

of

an

the

the

a

the

the

the

TABLE 4: Classification of words of the text according to the parts of speech

29

Summary: 45 nouns, 4 pronouns, 10 verbs, 5 adverbs, 15 adjectives, 5 conjunctions, 17 prepositions, 13 articles

Foot

Mount

Batulao

Nasugbu

Batangas

Hectare

Community

Mountain

Side

Valley

Sandari

Batulao

Sanskrit

Words

Zaanta

Meaning

Dhari

Sandari

Batulao

30

The Layout/Visualization

The visual symbols are used in this advertisement. The authentic color makes the place

more inviting and appealing, and the picture of a beautiful house, buildings and a woman

enjoying the view of the mountainside is very effective in conveying its meaning.

At the same time, the advertisement uses a well-designed and attractive layout. The

arrangement of the pictures, captions and texts contains a very mesmerizing appearance and it is

a very effective way of advertising a certain place because the pictures are more elaborated than

the texts to easily imply the meaning of the advertisement. As if it can be a paradise and safe

haven to unwind and to relax. It provides more information about Sandari Batulao and

furthermore shows the advantages of the place and makes the slogan (unwind in your private

sanctuary) more believable and realistic.

Foregrounding

The foregrounding in the text of Sandari Batulao is achieved through deviation.

Deviation refers to a situation whereby a conventional way of spelling a word is deliberately

altered to suit a new situation. It is usually done to attract customers to the product or service

being advertised.

The most striking aspect of deviation in the text of Sandari Batulao is the constant

utilization of emphasis through the use of participles in the first paragraph.

Most of the texts we used to read employ the conventional or usual combination of

adjective and noun. However, in the text being analyzed it use the combination of noun and

adjective creating a deviation, in order to give and emphasis to the overall features of the place.

31

Usual/Regular= Adjective + Noun combination

Deviation in the text of Sandari Batulao= Noun + Adjective combination

Table 5: Deviations found in the Text of Sandari Batulao

REGULAR COMBINATIONS DEVIATIONS

Chirping birds birds chirping

Whistling wind wind whistling

Rustling leaves leaves rus tling

32

Chapter V

INSIGHTS

The researcher is a neophyte in the field of stylistic analysis. The paper gives the

researcher the opportunity to have the insights and knowledge about the different aspects of

stylistics such as its features, functions and aspects for stylistic analysis. The paper made the

researcher realized the true essence of being an English major. The styles and structure of the

English language has a wide range of topic making it very complex and multifaceted. It

only means that as an English major student, the researcher must understand and master these

aspects in order to be proficient and effective educator as well as to be a scholarly researcher.

It doesn't mean that if you are English major you just master all the aspects of the language.

You have to put all your knowledge together into use or you must apply it in the field of your

expertise in order to make it useful and effective. The paper provides the researcher the

starting point or the foundation to engage in stylistic analysis, to widen her knowledge and

understanding about the field of stylistics.

33

Chapter VI

CONCLUSION

This advertisement Sandari Batulao adopts many devices in linguistic, textual and

contextual aspects. It uses well-organized language, eye-catching and bright pictures and

affirmative adjectives to describe the good qualities of the place. By the use of these devices,

the author of the advertisement can better communicate with the readers and make the place

more popular among the readers in order to achieve the goal of persuading them to visit the

place and to ensure popularity among the readers.

The paper gives the researcher a chance to study two fields: stylistic analysis and

advertisement as a text. It enables the researcher to understand the importance of stylistics in

our society and in the different aspects of our lives. Stylistics plays a vital role in order to

understand the different texts that can be found in almost all fields or areas of study such as

law, literature, business, science, music, technology and advertisement.

34

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Curriculum Vitae

JOREN VI DG. YSMAEL

Address: Blk. 17 Unit 6 Tagumpay Housing,

Brgy. San Jose Rodriguez, Rizal

E-mail Address: iamjorenvi@gmail.com

Contact No.: 090-989-19882

Personal Information:

Date of Birth: July 15, 1995

Place of Birth: Bambang, Nueva Vizcaya

Age: 18 years old

Civil Status: Single

Fathers name: Reynante A. Ysmael Sr.

Occupation: Evangelical Minister (Iglesia ni Cristo)

Mathers name: Josefina DG. Ysmael

Occupation: Housewife

Siblings: Ravi DG. Ysmael

Reynante DG. Ysmael Jr.

Educational Background:

Tertiary: New Era University

3rd year Bachelor on Secondary Education Major in English

Quezon City

39

Secondary: Tagumpay National High School

CLASS OF 2012 VALEDICTORIAN

Rodriguez, Rizal

Primary: Narra Pilot School

2ND HONORABLE MENTION

Narra, Palawan