Illusion of superiority in soft drink advertisement found in people magazine / Siti Alfiyah - Repositori Universitas Negeri Malang

Illusion of superiority in soft drink advertisement found in people magazine / Siti Alfiyah

Alfiyah, Siti (2011) Illusion of superiority in soft drink advertisement found in people magazine / Siti Alfiyah. Diploma thesis, Universitas Negeri Malang.

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Abstract

Keywords Illusion of Superiority Soft Drink Advertisements People Magazine Verbal Element Visual Element In this global economic era a lot of products with similar type and quality are produced. In order to persuade the potential consumers to buy a certain product over others the advertisers create Illusion of Superiority through their products advertisements which promote the products being advertised are better than the others. The advertisers use the verbal and the visual elements of the advertisements to realize it. This research study analyzes Illusion of Superiority in soft drink advertisements found in People magazine. The advertisements which are analyzed are Izze Sparkling Juice Diet Coke plus and Glaceau Vitaminwater XXX. These three advertisements claim that their products are healthy and different from others. This thesis analyzes about how the advertisers create Illusion of Superiority through the verbal elements of the advertisements how the visual elements support the verbal messages in creating the Illusion of Superiority and what interplay which are created by both the verbal and the visual elements of the advertisements to construct the illusion of superiority. The effectiveness of the advertisement communication or message in persuading the consumers to believe the superiority claim is the focus of this thesis not the cultural side. Thus Multimodal Discourse Analysis is used in this thesis in which the researcher combines Roman Jakobson s Stylistics Analysis and Kress and van Leeuween s Analysis of Visual image as the approach in analyzing the advertisements texts. The former is used in analyzing the verbal element while the latter is for analyzing the visual element. Semiotics analysis in addition is also used to analyze some important lexis in the advertisements text to reveal why such lexis is used and its effectiveness in persuading the consumers to believe the superiority claim. The analysis of the verbal and the visual elements of the advertisements found out that besides using Schrank techniques to create Illusion of Superiority such as unfinished claim (the use of comparative adjective better ) vague claim (colorful but meaningless claim) and rhetorical question the three advertisements also use health-related words rethorics (elliptical sentence and soft sell imperative) and witty phonological devices (alliteration rhyme and sound repetition) to attract the consumers attention and to imply the products Illusion of Superiority. It is also found out that the visual images which imply the products are healthy and different from others are able to assist the verbal message in realizing those two marketing purposes. Finally it is found out that both the advertisements verbal and the visual element create interplay that lead the consumers to the purchase intention. Both of them imply that the products are healthy and different from the competitors product.

Item Type: Thesis (Diploma)
Subjects: ?? ??
Divisions: Fakultas Sastra (FS) > Departemen Sastra Inggris (ING) > S1 Bahasa dan Sastra Inggris
Depositing User: Users 2 not found.
Date Deposited: 08 Jun 2011 04:29
Last Modified: 09 Sep 2011 03:00
URI: http://repository.um.ac.id/id/eprint/11042

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