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Abstract
In advertising, one of the purposes of communication is to offer a particular product. Advertisements display the advantages, features, and values of the products. This paper aimed to analyse the language styles used in online Vogue Magazine fashion advertisements. The data were collected by selecting ten advertisements collected from Vogue Magazine’s compilation entitled “The Fall 2020 Trends Vogue Edition Editors are Shopping This Season” published on 18 September 2020. The researchers employed mixed methods to analyse the language styles used in the fashion advertisements based on nine types of language styles proposed by Wells, Burnett, and Moriarty (1995). The results showed that there were three language styles found from ten online fashion advertisements in Vogue Magazine advertisements, namely the hard sell style (three times), soft sell style (three times), and mixed style or the combination of the hard sell and soft sell styles (four times). Each advertisement style has its specific features and functions in fashion promotion.
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References
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- Chaika, E. (1982). Language: The social mirror. Rowley, MA: Newbury House Publishers, Inc.
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- Fass, M. (September 2020). The fall 2020 trends Vogue editors are shopping this season. Vogue Magazine. https://www.vogue.com/article/fall-fashion-trends-2020-editor-picks
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- Halliday, M. A. K. (1985). An introduction to functional grammar. (1st ed.). London: Edward Arnold.
- Halliday, M. A. K. (1990). Spoken and written language. (2nd ed.). Oxford: Oxford University Press.
- Machin, D., & Van Leeuwen, T. (2005). Language style and lifestyle: The case of a global magazine. Media, Culture & Society, 27(4), 577-600. https://doi.org/10.1177/0163443705054151
- https://doi.org/10.1177/0163443705054151
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- Putra, H. D., & Arman, A. (2019). Language style in beauty advertisement Marie Claire magazine. ELITE: Journal of English Language and Literature, 2(1), 111-121.
- Rahmawati, N. I. (2019). Analysis of language style in the New York Times advertisements. Surabaya: Unpublished thesis, Universitas Islam Negeri Sunan Ampel Surabaya.
- Rozalina, R. (2020). Language styles of iPhone advertisement slogans. UC Journal: ELT, Linguistics and Literature Journal, 1(2), 92-114. https://doi.org/10.24071/uc.v1i2.2960
- Taylor, A. (1986). Communicating. Upper Saddle River, NJ: Prentice-Hall.
- Wahyuningbyas, E. E. (2018). Metaphorical and persuasive language in the advertisements of the Teen Vogue magazine. INFERENCE: Journal of English Language Teaching, 1(3), 90-96.
- Wardhaugh, R. (2006). An Introduction to sociolinguistics. (5th ed.). New York: Blackwell.
- Wells, W., Burnett, J., & Moriarty, S. (1995). Advertising: Principles and practices. (3rd ed.). Englewood Cliffs, NJ: Prentice-Hall.
References
Alsaawi, A. (2019). Spoken and written language as medium of communication: A self-reflection. International Journal of Applied Linguistics and English Literature (IJALEL), 8(2), 194-198. https://doi.org/10.7575/aiac.ijalel.v.8n.2p.194.
https://doi.org/10.7575/aiac.ijalel.v.8n.2p.194
Asher, R. E. (Ed.) (1994). The encyclopedia of language and linguistics. Oxford: Pergamon Press.
Atyaksheva, D. A. (2019). Features of the speech influence in advertising of the lifestyle magazines. Liberal Arts in Russia, 8(3), 221-232. https://doi.org/10.15643/libartrus-2019.3.6
https://doi.org/10.15643/libartrus-2019.3.6
Butt, I., Mukerji, B., & Shareef, M. A. (2017). Relevance of soft-sell and hard-sell advertising appeals for global consumer cultural positioning. Journal of Customer Behaviour, 16(3), 263-279. https://doi.org/10.1362/147539217X15071081721125
https://doi.org/10.1362/147539217X15071081721125
Chaika, E. (1982). Language: The social mirror. Rowley, MA: Newbury House Publishers, Inc.
Christianto, G. (2020). Lexical features of English advertisement taglines during prime time. UC Journal: ELT, Linguistics and Literature Journal, 1(1), 14-36. https://doi.org/10.24071/uc.v1i1.2846
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Thousand Oaks, CA: Sage.
Ditaya, L. (2018). Rhetorical devices in beauty advertisement headlines of Cosmopolitan magazines (Undergraduate thesis, Sanata Dharma University). https://repository.usd.ac.id/30992/2/141214085_full.pdf
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent, Journal of Interactive Advertising, 17(2), 138-149. https://doi.org/10.1080/15252019.2017.1366885
https://doi.org/10.1080/15252019.2017.1366885
Fass, M. (September 2020). The fall 2020 trends Vogue editors are shopping this season. Vogue Magazine. https://www.vogue.com/article/fall-fashion-trends-2020-editor-picks
Fitriyah, F. (2008). Language style in Newsweek magazine advertisement. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim. http://etheses.uin-malang.ac.id/4579/
Fromkin, V., David, B., & Collins, P. (1999). An Introduction to language. (4th ed.). Melbourne: Harcourt.
Halliday, M. A. K. (1985). An introduction to functional grammar. (1st ed.). London: Edward Arnold.
Halliday, M. A. K. (1990). Spoken and written language. (2nd ed.). Oxford: Oxford University Press.
Machin, D., & Van Leeuwen, T. (2005). Language style and lifestyle: The case of a global magazine. Media, Culture & Society, 27(4), 577-600. https://doi.org/10.1177/0163443705054151
https://doi.org/10.1177/0163443705054151
Muthmainnah, U. I. (2016). Language style of English commercial advertisement on television. Undergraduate thesis. Alauddin State Islamic University Makassar. http://repositori.uin-alauddin.ac.id/6344/1/ULIL%20INAYAH%20MUTHMAINNAH_opt.pdf
Noor, M., Agustien, H. I. R., & Rohani, R. (2017). Linguistic expressions in Cosmopolitan magazine's advertisement. ELT Forum: Journal of English Language Teaching, 6(2), 122-132.
Peltoniemi, T. (2015). Content analysis of advertising appeals in print advertising. Master's Thesis in International Business. University of Vaasa, Sweden. https://osuva.uwasa.fi/bitstream/handle/10024/4131/osuva_6391.pdf?sequence=1&isAllowed=y
Putra, H. D., & Arman, A. (2019). Language style in beauty advertisement Marie Claire magazine. ELITE: Journal of English Language and Literature, 2(1), 111-121.
Rahmawati, N. I. (2019). Analysis of language style in the New York Times advertisements. Surabaya: Unpublished thesis, Universitas Islam Negeri Sunan Ampel Surabaya.
Rozalina, R. (2020). Language styles of iPhone advertisement slogans. UC Journal: ELT, Linguistics and Literature Journal, 1(2), 92-114. https://doi.org/10.24071/uc.v1i2.2960
Taylor, A. (1986). Communicating. Upper Saddle River, NJ: Prentice-Hall.
Wahyuningbyas, E. E. (2018). Metaphorical and persuasive language in the advertisements of the Teen Vogue magazine. INFERENCE: Journal of English Language Teaching, 1(3), 90-96.
Wardhaugh, R. (2006). An Introduction to sociolinguistics. (5th ed.). New York: Blackwell.
Wells, W., Burnett, J., & Moriarty, S. (1995). Advertising: Principles and practices. (3rd ed.). Englewood Cliffs, NJ: Prentice-Hall.