Language styles of Rolex Watch Advertisement in Newsweek Magazine

ABSTRACT

There are two kinds of language, spoken language and written language. In expressing or delivering ideas in both forms, spoken and written language, people have and use their own style because it is related to the social aspect. Chaika (1982:29) states that style refers to the selection of the linguistic forms to convey social or artistic effects. Style also acts as a set of instructions. Another opinion comes from Keraf (1984:112). He states that style is the ability and the competence to make a sentence in a good way.

In doing communication people usually use formal or informal language which depend on the situation they are communicating with others. Style also tells the listener to take what is being said; seriously, ironically, humorously or in some other ways.

Language style uses all the resources of language such tone of voice, different way of pronouncing sound, even choice of the words and grammar. Tone of voice can be felt when the speaker says something in certain situation or condition. To identify whether people give question or just statement, it can be decided from the tone of voice. Moreover language style can be found in choice of the word and grammar that are used in communication.

In educational institution people may use simple word and grammar in order their students can understand easier the material being educated, while it is more complex when language used in advertisement. Language conveyed more stylistic, for advertisement has several purpose to listener or reader.

Considering the problem above, I enthusiastically focuses this study on the language style because style forms communication in the right way and determines how a social interaction will proceed (Chaika, 1982:20). In this case, style determines how a speaker speaks and how the listener takes the meaning of the communication in the right way; whether it is serious, humorous, dubious, or any other possible senses.

This study is focused on analyzing language styles of Rolex watch advertisement in Newsweek Magazine. I uses a descriptive qualitative research because I wants to analyze and discusses the sentences or utterances which performs the language style. I uses William Wells’ theory in analyzing language styles in this study. In the data analysis, I did some processes of analysis, they are: (1) categorizing the data based on language style in terms of sentence structure, (2) analyzing the data and interpreting the data, and (3) making conclusion from the analysis.

The result of this study shows that language styles of Rolex watch advertisement in Newsweek Magazine are classified into four kinds of language style which cover hard sell style, soft sell style, straightforward style, Newsy style.

Finally, after finishing this study, I hopes that this study can give contribution to I himself, to the readers, and to the further researchers who conduct the same research. Furthermore, I suggests to the next researchers to study more complete research, especially in the same field.