An Analysis of Language Style Used in Traveling Gear Advertisement of “Outside” Magazine

ABSTRACT

Since language is a significant part of social life, it is important for each person to understand the variation of languages and its styles to avoid getting misunderstanding among them in a society. Concerning this fact, language style is needed because it is an integral part of society which interaction cannot go ahead if one does not speak in the right style. Language style is fundamental part of social aspect to manipulate and control others, it also a tool for persuading and influencing people to do something. In this case, advertisement can be seen as one of the media that utilizes language style to persuade people consuming their products or services. As the fact goes broadly, the advertiser attempts to use language style in their advertisement as attractive as possible. Thus, the use of language style in advertisements nowadays becomes more remarkable to be analyzed.

This research is intended to answer: (1) “What kinds of language style are used in traveling gear advertisement of Outside magazine?”, and (2) “What is the dominant language style used in traveling gear advertisement of Outside magazine?” The objectives of the research are; (1) to describe the kinds of language style used in traveling gear advertisements of Outside magazine, and (2) to investigate the dominant language style used in traveling gear advertisements of Outside magazine.

This research uses a descriptive qualitative research because the researcher efforts in discussing, analyzing and finding the social phenomena which are running naturally; and it does not deal with number or statistical data. In this case, the researcher attempts to arrive at a description of language style usage in the advertisements of “Outside” magazine by using McCrimmon theory and it is specialized on the traveling gear advertisements.

Based on the theory, there are three kinds of language style: formal style, informal style, and colloquial style. From those three kinds of language style, the researcher finds in this research, only two styles that are used in the traveling gear advertisement, they are: informal and colloquial style. Furthermore, among those styles, the dominant style used in the traveling gear advertisement of “Outside” magazine is colloquial style since it is a style which employs the popular or daily vocabulary that is naturally designed for the advertising language to attract the readers.

Finally, the researcher hopes that this thesis could give contribution toward the researcher herself, to the readers and to the further researchers. It is hoped for further researchers who want to study on the same topic to analyze language style deeper or more specific.