Figure of Rhetorics in the text of Movie Advertisement Language

ABSTRACT

There are many kinds of advertisements in daily life. One of them is movie advertisement in poster forms. Sometimes, all texts used in movie advertisements usually show their literal meanings. Both advertisers and reader can use the concept of rhetorical operations to help them in interpreting the texts used as the way to understand more about the content of movies‟ story and give the eye-catching sense. Rhetorical concept is the art of speaking and writing which is reference by means of expression which is used deviation in using the words choice. The use of the rhetorical concepts of the movie advertisements are to influence the readers or the listeners perception when they read or listen to the text and finally make decision to watch the movie. Based on that background, the research on rhetorical concepts in the texts of movie advertisements is conducted with the proposed problem; “what are the types of rhetorical operations that are used in the text of movie advertisements?”

This study uses descriptive qualitative method, because the data of this study are in the forms of texts or words of movie advertisements, especially in posters published in Jawa Pos Newspaper from March to August, 2008. The data are explained descriptively.

Data analysis revealed the findings covering the proposed problem. The types of rhetorical operations used in the forms of repetition, reversal, substitution and destabilization, but the most frequently used are the types of substitution and repetition. The rhetorical operations of substitution is the expression which shows the claim extremely and assertive forces their formal element and rhetorical operation of repetition is the expression which contains of sounds, words and phrase structure as their formal element. The use of rhetorical operations‟ concepts especially substitution and repetition are intended to create the deviations of the expressions used by the advertisers or the copy writer in the advertisements.

Based on those findings, it is suggested to the readers to understand the
context and content of advertisements by reading the whole texts to catch the intentions of the advertisers and especially to get the clue about the movies‟ stories from the movie advertisements. Moreover, this study also recommended for the next researchers to do the research using rhetorical figures in other fields, like in daily conversations or any literary work.