Stylistics in Tourism Advertising Language in the DestinAsian Magazines
ABSTRACT
Key words: Stylistics, Tourism, Advertising
Stylistics is a branch of linguistics which deals with expressive resources and functional styles of
a language.Stylistics is usually found in literary works such as: poetry, short story, fiction,
newspaper, magazines and so on. In this research, the writer wants to explain stylistics in
Tourism Advertising language.The problems of this research are what language styles are used in
tourism advertising language, what is the most used of language styles in tourism advertising,
andwhy is some of stylistics dominant in tourism advertisement. This research aims to know
language styles used in tourism advertising language and to describe the most used of language
styles in tourism advertising, andto analyze the reason of dominant stylistics in tourism
advertisement. This research used qualitative method in analyzing the data. The method is
suitable with the research because the source of data in this research is in the form of words and
sentences. The data is taken from DestinAsian magazines. The data are 50 advertisements found
in the magazines. They include 20climax, 20anticlimax, 5 antithesis, 4 parallelism, and 1
repetition. The largest numbers of stylistics based on sentence structure were climax and
anticlimax.
INTRODUCTION
for expressing what people are concerned of
The possession of language, perhaps
might be various, such as telephone, the
more than any other attribute, distinguishes
newspaper, magazines, television, novels,
humans from other animals. To understand
and so on.
our humanity, one must understand the
Nowadays, advertisement had
nature of language that makes us, human.
become the trend setter. Many of the
Language is essential in human life.
companies introduce their products by using
Language is the system of communication in
advertisement. Advertisement can change
speech and writing that is used by people.
the mind set of someone. Without
Language is the communication tool that is
advertisement, the companies feel difficult
used by people to send their ideas,
to introduce their products to the entire
messages, thought, and emotion. The media
society.One of the products from advertising is
tourism. There are many products of tourism
3. Why is some of stylistics dominant in
that are offered to the readers or audiences in the
tourism advertisement?
magazines, even in the electronic media such as
television, radio, internet, and so on. The
Aims of the Study
products of tourism included airlines, hotels,
1. To know stylistics used in tourism
transportation, travel agents, and tourism
advertising language.
objects.
2. To describe the largest number of
The writer chose this topic to be
stylistics in tourism advertisement.
analyzed
because
language
styles
in
3. To analyze the reason of dominant
advertising are very important to make the
stylistics in tourism advertisement.
products or services offered to the entire
society more interesting. It can make the
products or services popular and for the
owner of companies get the benefit.
Therefore, the writer conducts a research
THEORETICAL REVIEW
Definition of Advertising
William Lewis defines advertising as a paid
non personal communication, from an
entitled “Stylistics in Tourism Advertising
identified sponsor using mass media to
Language in theDestinAsian Magazines”.
persuade or influence an audience. (William
Lewis,2000).
Problems Formulation
1. What stylistics is used in tourism
advertising language?
2. What is the largest number of stylistics in
tourism advertisement?
Another
definition
the
non
advertising is
paid
about
personal
communication of the message intended to
sell or promote a product, service, person,
idea, or issue. The sponsor of the message is
almost
always
identified.
The
media
employed to transmit advertising include
newspapers, magazines, television, radio,
expressive resources and functional styles of
direct mail, and so on. The goal of
a language.
advertising, which may be regarded as a
According to Verdonk (2002:4),
marketing tool is to persuade, remind, or
stylistics, the study of styles, can be defined
inform
as the analysis of distinctive expression in
the
target
audiences.
(Wilson,1998:1).
language and the description of its purpose
Definition of Stylistics
and
Stylistics is the study of varieties of
description should be conducted, and how
language whose properties position that
the relationship between them is to be
language in context, and tries to establish
established are matters on which different
principles capable of accounting for the
scholars of stylistics.
particular choices made by individuals and
The Classification of Language Style
social groups in their use of language. A
Non-language aspect
variety, in this sense, is a situational
effect.
How
such
analysis
and
In terms ofnon-language, stylistics is
distinctive use of language. For example, the
dividedinto
language of advertising, politics, religion,
following:
sevenparts,including
individuals authors, and so on, or the
1.) Stylistics based on the author
language of a period in time, all are used
2.) Stylistics based on time
distinctively and belong in a particular
3.) Stylistics based on medium
situation. In other words, they all have place
4.) Stylistics based on subject
or are said to use a particular style. Stylistics
5.) Stylistics based on place
is a branch of linguistics which deals with
6.) Stylistics based on audiences
7.) Stylistics based on goal
the
http://www.durov.com/study/ST
Language Aspect
1.) Stylistics based on Diction
YLISTICS-175.docabout climax
2.) Stylistics based on Tone
or gradation is this figure of
3.) Stylistics
based
on
Sentence
Structure
inequality consists in arranging
the
4.) Stylistics
based
on
Direct
and
Indirect Meaning
subsequent
so
that
component
increases
each
of
it
significance,
importance or emotional tension
Stylistics based on Sentence Structure
Thisstylistics is created based
onsentence
utterance
of narration:There was the boom,
structure.Sentence
then instantly the shriek and
structurehere isthe phrasehow to
burst. Gradation which increases
spotasentencethatoverlookedelementi
emotional tension of the ut-
nthe
Kerafdivided
terance may be called emotional.
stylisticsbased onthe structure ofthe
Emotional gradation is created by
sentencebecomes:
synonymic words with emotive
sentence.
a. Climax,
this
stylistics
that
–
meanings: nice
lovely
–
isderivedfromthe
beautiful – fair – magnificent.
periodicsentence. The climaxis a
Gradation revealing the quantity
kindof style thatstarts fromthe
of
ideathatless importantto thepages
quantitative:
There
ofsomething
hundreds
of
more
important
(Keraf,2009:124).Another
explanation
based
objects
thousands
on
may
be
called
were
houses,
of
innumerable kitchens.
stairs,
b. Anticlimax,
stylistics
d.
Antithesis
is
astyle
thattheideasare sortedfrom most
thatcontainsconflictingideas,
importanttolessimportantideas.A
using
nticlimax consists in arranging
ofwordsareopposites. Antithesis
the
is a confrontation of at least two
utterance
so
that
subsequent component
decreases
importance
each
of it
significance,
or
emotional
words
separate
phrases
orgroups
semantically
opposite. Example: "... the age
of
wisdom,
the
age
of
tension of narration. Example:If
foolishness" is an antithesis.
John's eyes fill with tears,
Syntactic structures expressing
you may have no doubt: he
the meaning of antithesis are
has
raw
quite various: a simple extended
onions.Climax and anticlimax
sentence, a composite sentence,
may be combined, like in the
paragraph or even chain of
anecdote.
paragraphs. The main lexical
been
c. Parallelism
eating
is
astyle
means of antithesis information
thatisparallelin the use ofwords
is antonyms (words opposite in
orphrasesthatoccupythe
meaning): danger – security,
same
functioninthe
life– death, empty -occupied, to
samegrammaticalform. Butwhen
hurry – to go slow. However, the
toomuchis
then
use of antonyms is not strictly
thesentenceswouldbestiffanddead
obligatory. Antithesis may also
.
be formed through situational
used,
confrontation of two notions
research is a research method for a problem
expressed by non-antonymous
which is not designed or arranged used
words. Ex-le: Isabel's salary was
statistical procedure. This research uses
high; Isabel's work was light. It
percentage research as quantitative method.
was the season of light; it was
Therefore this research called qualitative
the
of
and quantitative research. The writer uses
darkness.(google.classificationof
qualitative method because the data are in
stylistictics.)
the form of words, not in numerical.
season
e. Repetition
is
therepetitionof
Qualitative
include
observations,
sounds,syllables, words orparts
interviews, and life history accounts. They
ofsentencesthat
enable the voices of those being researched
are
consideredessentialtothe
to be heard. Qualitative data is usually
pressurememberinanappropriate
analyzed by subjecting it to some forms of
context.
coding process (Wilkinson,2000:79).
The
types
ofrepetitionincludeepizeuksis,
Source of Data
tautotes,
epistrofa,
The source of data in this research is the all
mesodiplosis,
tourism advertising that is in English
anaphora,
symploche,
epanalepsis,
magazines. The primary data is taken from
andanadiplosis.(Keraf,2009:127)
DestinAsian magazines edition December
2006/January
research
used
2007
and
edition
February/March 2005. The sources of
Method of the Research
This
data
qualitative
and
quantitative method. Generally, qualitative
theories are taken from some books which
related to the topic.
NO
1.
Tourism Advertising
Name of the
Text
product
First a test-drive to
discover how your
body has coped. With
deadlines. Targets. Life
RESULT OF STUDY
in the fast lane. Then
the overhaul using
Stylistics in Tourism Advertising
Ayurveda. The 5000
Percentage of Stylistics
in Tourism Advertising
year old system of
medicine.
100%natural.
8%
100%safe.
2%
climax
10%
40%
40%
anticlimax
antithesis
parallelism
repetition
Rejuvenation regimens.
Rasayanachikitsa.
Shodhanachikitsa.
Kayakalpachikitsa.
Water wash. Medicated
Figure 4.1 chart of Percentage of Stylistics
in Tourism Advertising
baths. Monsoon
showers. Total
cleansing. Touch and
Climax
polish. To wipe away
the wrinkles of worry.
Kerala
(India’s
tourism)
Scars of pollution.
only at Four Seasons.
Aliments of age. And
3.
then you are road
ready. Glowing body.
world. Pampered by
Tourism
rainforest. Odd-looking
trip to eternal youth.
your own private
journey to one of the
most pristine tropical
spirit. Kerala. Your
Enjoy the pleasures of
Brunei
world’s oldest and
Singing mind. Soaring
2.
We embarked on a
Proboscis monkeys,
Four Seasons
majestic Hornbills,
exotic blooms, clear
Hotel and
waterways, dense
Resorts
Discreet, Personal
vegetation…all so
service, Set amidst a
easily accessible! We
playground of cooling
found more than we
waters, warming
expected in Brunei.
sunshine and fragrant
And so can you. Come
gardens. An
and discover this safe
Experience both
and peaceful Kingdom.
Exhilarating and
Rejuvenating that
Unfolds at Whatever
Pace You please. A
Destination Found
4.
A private sanctuary at
Four Seasons
the hub of Jakarta’s
Residences
Golden Triangle. A
place where nature
envelops you with her
Jakarta
soothing embrace.
1.
Where landscaping
harmonizes tranquil
Destination Hyatt
HYATT
Hyatt Resort &
Hotels &
Spas. Exotic
waters and noble stone.
Resorts
destination.
Where touches of rich
Spectacular
Indonesian heritage
properties. Gracious
accent contemporary
service.
styling. Where
2.
sweeping views take
Nestled on the coast
of Bali’s most
your breath away. And
romantic corner, The
where indulgence is a
Westin Resort,
part of everyday life.
Nusa Dua, Bali,
Escape to the heart of
offers delightful
the city. Come home
sunrise, tropical
to Four Seasons.
white sands in a
5.
Bright Lights, Big City
Jakarta
Jakarta
Tourism
well-appointed
setting to savour
your precious times
together. Painting it
Anticlimax
all elegantly into a
NO
Tourism Advertising
Name of the
Text
product
memory of modern
luxury in soft
The Westin
Resort
Nusa Dua,
Bali,
3.
touches of Balinese
kid’s pool, jet stream
hospitality, you are
swimming channel
beckoned to relish in
around the
your treasured
restaurant, wireless
moments and make
broadband internet in
them yours.
every room, meeting
The most romantic
place to stay with
Mangosteen
only 40 luxury sea
Resort & Spa
view villas, private
Jacuzzis, outside
room, and lounge!
The
4.
hammocks, “The
Solitude” Spa,
fitness center,
Mangosteen
restaurant with wine
cellar, fantastic sea
and mountain views,
huge infinity edge
pool with 14
waterfalls, Jacuzzi,
Bali Tourism
diving and
snorkeling in Bali is
Phuket,
off the end of this
Thailand
bathrooms with big
rain showers,
Some of the best
jetty
5.
The Kubu
consisting of 9
exclusive villas,each
with its own wine
cellar, is located in
Modern Seminyak. It
is a new concept of
living in purely
natural environment
while being only few
The Kubu
Bali
minutes away from
NO Tourism Advertising
Bali’s popular stretch
of cafes, fine dining
1.
and entertainment.
6.
Komaneka
of Bali in the heart
Resort
product
Take a closer look
Qatar Airways
Goand see it.
2.
Sleep well in club
world guaranteed or
Bali
British Airways
(Airlines)
we’ll give you an
Surrounded by lush
upgrade to FIRST.
tropical vegetation
and an abundance of
Text
at your world. Then
Komaneka the soul
of Ubud
Name of the
3.
We went in search
exotic flowers, the
of a tropical
Komaneka resort is a
hideaway and we
veritable oasis in the
were greeted by
midst of Ubud’s
nature’s treasure
bustling activity. The
trove.
Tourism Brunei
resort is located near
4.
Put a relaxing state
The Tongsai
the picturesque
of mind to your
Bay
Monkey Forest
holiday and Do
Road.
Nothing at Tongsai
Bay.
Parallelism
Antithesis
KoSamui
Thailand
N
Tourism
O
Advertising
Name of the product
and Do
Nothingat
Text
1.
Worlds
Apart, yet at
the Centre
Tongsai Bay.
But if you
Four Seasons
want to
Residences
swim, the
Jakarta
beach is just
of it all.
a stoneOwn the
throw away.
Four Seasons
4.
Experience.
The sudden
The Ritz-Carlton
disappearanc
Forever.
e of worldly
2.
You may
come for the
view, but
you’ll be
INTERCONTINENTA
L
Hongkong
relaxing state
pleasure.
5.
Modern in
Expression
smile.
Put a
our
Grand Stanford
back for the
3.
cares, it’s
The Tongsai Bay
Refine in
Tradition
KoSamui Thailand
of mind to
your holiday
Repetition
Asian Heritage Row
NO Tourism Advertising
Text
Name of the
uses of climax started from the less
product
important statement, such as beginning with
the facilitates of the tourism products and
1.
Geologists call it
Emirates
Pangea. We call it
(Airlines)
the end of the statement is the name of the
product. Besides, this stylistics can increase
Emirates. Fly
the emotional tension of the readers.
Emirates. Keep
Anticlimax has the same number of
discovering.
climax stylistics in tourism advertisements.
The characteristic of this stylistics was
The Largest Number of Stylistics in
different from climax that started with the
Tourism Advertising
less important to something important. This
The largest number of stylistics in tourism
stylistics started from more important
advertising is climax and anticlimax. From
statement to the
50
advertiser used this stylistics because it is
data,20
climax,
20
anticlimax,
5
antithesis, 1 repetition and 4 parallelism.
easy
to
less important. The
understand.
In
tourism
advertisement, it is beginning with the name
Analysis
of the product to the description of the
Climax also called gradation is the largest
facilitates of the product tourism.
number of stylistics which used in these
CONCLUSION
tourism advertisements. They used climax
because this stylistics starts from the idea
that less important to something more
important. In tourism advertisements, the
In this chapter, the writer draws the
conclusion that stylistics is the study of
varieties of language whose analysis of
distinctive expression in language and the
description of its purpose and effect. The
based on direct and indirect meaning. The
stylistics of Tourism advertising based on
writer suggests for the next researchers who
sentence structure, the writer found from 50
want
data, there are 20 climaxes, 20anticlimaxes,
advertising, it is better for you to analyze
4 parallelisms, 5 antithesis, and 1 repetition.
stylistics in advertising language based on
Based on the finding of this research, the
direct or indirect meaning.
writer drew conclusion that the most
BIBLIOGRAPHY
dominant
stylistics
in
these
to
analyze
about
stylistics
in
tourism
findings show us that climax and anticlimax
Grady, O William.,& Francis Katamba.
1996. Contemporary Linguistics: An
Introduction. United Kingdom:
Pearson Education Limited.
sentences in tourism advertising language
Keraf,
Gorys. 2009. Diksidan
Bahasa.Jakarta:
GramediaPustakaUtama.
Lewis,
William.
2000.
Advertising:
Principles and Practice. New York:
Routledge.
advertising are climax and anticlimax. This
become dominant stylistics because their
uses to promote the product just put at the
beginning
or
at
the
last
of
the
sentences.Climax provides the ideathatless
importantto thepages ofsomething more
important. Anticlimax provides the idea at
the beginning of sentences.
SUGGESTION
Stylistics based on language aspect still has
many divisions, such as stylistics based on
diction, stylistics based on tone, stylistics
based on sentence structure, and stylistics
Gaya
PT
Verdonk, Peter. 2002.Stylistics.UK: Oxford
University Press.
Wilkinson, David. 2000.The Researcher’s
Toolkit. London: RoutledgeFalmer.
Wilson, L. Jr. 1998. Dictionary of Tourism.
Kuala Lumpur: Golden Book Centre
SDN.BHD.
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