Chapter I

INTRODUCTION
This chapter provides an understanding of what the analysis is all about, as well as its
nature and purpose.

Background of the Study

Advertisement plays an important role in promoting places and selling products. It is an
art of language using various kinds of devices. The advertisements have achieved amazing
effects on persuading the public. At the same time, it has also formed its special style and the
language used in the advertisements is different from other styles. Its function is to attract
attention, arouse interest, stimulate desire, and get action. It is a kind of loaded language with
persuasive power (Li, 2009: 63). Many advertisement can be found in newspapers for it serve as
the daily material for people to read. No matter where people are, on the buses or subways or
during the break time or after meal, they can get whatever information they want in the
newspapers. So newspapers have become one of the most effective ways of providing
information, and the advertisements in newspapers can achieve good effects, they are concise
and colorful which are full of aesthetics and can be fast read in order to attract peoples attention
as much as possible, and arouse readers strong purchasing desire and persuade them to buy the
products (Li, 2009: 63).
Furthermore, according to Vaienonien (2006) the birth of business and marketing
triggered the proliferation of advertising genre. The main goal of advertisements is to persuade
consumers or the readers to increase sales of particular products and services. The
advertisements must capture the attention of the possible consumers and persuade them. In order

to achieve the goal of advertisements, it must utilize the creative use of language to convey the
messages to the public. Advertising texts use a range of manipulative play of language devices.
Therefore the choice of language to convey specific messages or ideas with the intention of
influencing people is very important. Hence, language plays an important role in advertising
(Udofia, 2011:3-4).
In connection to the role of language in the advertisements, this research aims to study
the function of language in the world of advertising. The focus of this research will be on the
"Language of Advertising: A Stylistic Analysis of the Sandari Batulao Newspaper
Advertisement. Given that this is a stylistic analysis of a newspaper advertisement, two fields
of study should be discussed namely stylistic analysis and advertisements.
The presentation of the paper is divided in six parts. The first part is the introduction
which includes the discussion of the nature of the paper, and purpose of the work. The second
part is the discussion of the language of advertisement and its role in today's society. The third
part is the presentation of conceptual literature and framework or constructs that are utilized in
the analysis being conducted. The fourth part is the stylistics analysis itself using genre, language
register, layout/visualization, levels of stylistic analysis, and foregrounding as the lenses in the
analysis of the text. The fifth part includes the summary and insights. The last part is the
conclusion of the paper.

Nature of the Paper

This paper is a stylistic analysis of the Sandari Batulao newspaper advertisement. The
analysis is made under the aspects of various constructs in stylistics such as genre, language
register, layout/visualization, levels of stylistic analysis and foregrounding. This analysis is

advantageous in knowing, understanding, interpreting, appreciating and applying stylistics

constructs. It is also advantageous in interpreting advertisement texts.

Purpose of the Paper

This paper is entitled " The Language of Advertising: A Stylistic Analysis of the Sandari
Batulao Newspaper Advertisement.

The aim of this work will therefore involve the manner in

which language is used in newspaper advertisement for conveying messages to the public. The
paper discusses the effectiveness of the choice of language and the meaning of newspaper
advertisements using stylistic elements.

Chapter II
PRELIMINARY OF THE TEXT
This paper intends to analyze the newspaper advertisement of Sandari Batulao from the
aspects of genre, language register, layout/visualization, levels of stylistic analysis and
foregrounding, aiming at finding out its stylistic characters.

The Text
SANDARI BATULAO NEWSPAPER ADVERTISEMENT
Unwind in your own private sanctuary.
A bubbling river. Birds chirping. The wind whistling. Leaves rustling in the cool
breeze. Let natures lullaby soothe you. There is nothing like the peace and quiet that life at
Sandari Batulao evokes.
Derived from the Sanskrit words zaanta and dhari, meaning peaceful valley,
Sandari Batulao is an 800-hectare luxurious mountainside community in the highlands of
Nasugbu, Batangas. Located at the foot of Mount Batulao and Mount Talamitan with the
West Philippine Sea in between, relish perpetually cool mountain breeze all year round. With
the familiar comforts of Tagaytay and beautiful beaches of Nasugbu, just a stones throw
away experience the best of both worlds all against the backdrop of the majestic Mount
Batulao.

The Newspaper Advertisement of Sandari Batulao

The Newspaper Advertisement of Sandari Batulao

The Language of Advertising

Visual content and design in advertising have a very great impact on the consumer, but it
is language that helps people to identify a product and remember it (Udofia, 2011:4).
According to Dattamajumdar (2006) advertisement is an inevitable outcome of a
capitalistic society. The natural order of the language is modified, shaped and stylized by the
copywriter according to the product of the advertisement and the target group.
Leech (1966: 25) says that the structure of language in advertising has a peculiar form
and many factors predispose the copywriter (i.e. one who writes advertisements) to chose his
vocabulary. Hence, the copywriter puts into consideration language variation as regards the
target audience and also ensures that his choice of language and content meets the four basic
characteristics outlined by Leech (1966: 25) which are necessary for successful advertising.
These are:
Attention value: This refers to the unorthodox use of language to provoke the
consumers attention and curiosity by presenting something surprising and unexpected.
Readability: The advertisement must be easy to grasp and assimilate.
Memorability: An advertisement gains nothing unless the name of the product is
remembered. In fact, it is desirable that part of the stylistic message should memorised.
This includes brand names, slogans, key phrases, snatches of songs, etc.
The language of advertising must be informative, instructive, distinctive, alluring and
persuasive (Goodard, 2003). Advertisements are to conceive and disseminate information about
the product on sale to people in a competitive market.
In addition, the language of advertising entails the use of rhythm. Advertisers use rhythm
in order to make an advertisement pleasing to the ears of the customers. David (1987:390) also

states that language of advertisement is generally laudatory, positive and unreserved

emphasising the uniqueness of a product. The use of language in advertising could be subjective
and objective. The subjective factor is that the writers linguistic competence determines his
vocabulary usage, style and creative ability to conform with the stylistic tendencies peculiar to
the agency and his consciousness of the advertisers objectives successfully in good write-ups
would portray the language use as being objective.
According to Meida (2011), advertising is a form of communication, used to persuade the
audience (viewers, readers, or listeners) to take some actions with the products, ideas and
services. Commonly, the result is to direct the consumer's behaviour with commercial offering.
Even the political and ideological advertising is too common. Advertising messages are usually
paid by the sponsors and viewed with various types of traditional media (ex: newspaper,
magazine, television commercial, radio, outdoor advertising, and the Internet. such as websites
and others). Commercial Advertisers usually search to produce the improvement of consumption
from their products with services through branding which involve the repetition of the image or
the product to effort with certain qualities with the products form consumer's mind.

Chapter III
CONCEPTUAL LITERATURE
Stylistics
Style is a word derived from Latin word elocution which means style and means
lexis in Greek. Style is a broader term. It has several meanings in and outside of the literary
text. A particular procedure by which something is done, a manner or a way is style. Broadly,
appearance of everything is style. The way of doing something or the way of living is also style.
Style is also related to a personality of a person. A style reflects the thoughts of a persons mind.
It describes the way of persons speaking and writing (Aslam et.al, 2014: 1).
Stylistics is a branch of applied linguistics concerned with the study of style in texts.
Before the 20th century stylistics only deals with literary text. But from 20th century it started to
deal with non-literary text (Aslam et.al, 2014: 1).

Example: law, religion, advertisement,

newspaper etc. Katie Wales (2005) in A Dictionary of Stylistics writes: The goal of most
stylistics is not simply to describe the formal features of texts for their own sake but in order to
show their interpretation of the text, or in order to relate literary effects to linguistics causes
where there are felt to be relevant. Stylistics analysis provides a commentary which is objective
and scientific based on a concrete quantifiable data and applied in a systematic way. It uses
specialized technical terms and concepts which derive from the science of linguistics (Aslam
et.al, 2014: 1).
The word stylistics has various definitions. Matthews (1997) defines it as the study of
style in language: traditionally, of variations in usage among literary and other texts; now more
generally, of any systematic variation, in either writing or speech, which relates to the type of
discourse or its context.

Some scholars see it as a branch of linguistics that studies style. Ogidefa (2008) for
instance is of the view that it could be viewed as a branch of linguistics that engages in the
scientific study of style in both spoken and written texts. It recognizes the relationship between
form and context by making use of language. Similarly ,Crystal and Davy(1985) defines it as a
sub-discipline of linguistics that is concerned with the systematic analysis of style in language
and how this can vary according to such factors as, for example, genre, context, historical period
and author. For instance, there is the individual style that distinguishes one writer from another,
the styles associated with particular genres (e.g. newspaper language or the gothic novel), or
the characteristics of what might constitute literary style. In this sense, analyzing style means
looking systematically at the formal features of a text and determining their functional
significance for the interpretation of the text in question. Stylistics is a tool that can be employed
for analysis of style in literary or non-literary texts.
Stylistics is the description and analysis of the variability of linguistic forms in actual
language use. The concepts of style and stylistic variation in language rest on the general
assumption that within the language system, the same content can be encoded in more than one
linguistic form. Operating at all linguistic levels (e.g. lexicology, syntax, text linguistics, and
intonation), stylisticians analyze both the style of specific texts and stylistic variation across
texts. These texts can be literary or non-literary in nature. Generally speaking, style may be
regarded as a choice of linguistic means; as deviation from a norm; as recurrence of linguistic
forms; and as comparison. Crystal and Davy (1985) stated the aim of stylistics:
Stylistics aims to analyze the language habits with the main purpose of
identifying from the general mass of linguistic features common to given text. The
features are usually restricted to certain kinds of social context so as to explain why

10

certain features are used as opposed to other alternatives, and features into
categories based upon a view other function in the social context. By features here
we mean any bit of speech or writing which person can single out from the general
flow of language and discuss-a particular word, sequence of words, or way uttering
a word. A feature when it is restricted to a limited number of social contexts, we
shall call stylistically significant or stylistically distinct features. (Crystal and Davy
1985).
Stylistic analysis is a normal part of both linguistic and literary studies. Stylistic analysis
in linguistics refers to the identification of patterns of usage in speech and writing. In linguistics
the purpose of a close analysis is to identify and classify the elements of language being used. In
literary studies the purpose is usually an adjunct to understanding, exegesis, and interpretation. In
both cases, an extremely detailed and scrupulous attention is paid to the text. It is practiced as a
part of understanding the possible meanings in a text. Stylistic analysis is generally concerned
with the uniqueness of a text; that is, what it is that is peculiar to the uses of language in a literary
text for delivering the message. This naturally involves comparisons of the language of the text
with that used in conventional types of discourse (Wang, 2001).
In stylistic analysis, the numerical recurrence of certain stylistic features is used to make
judgments about the nature and the quality of the writing. Stylistic analysis purports to be fairly
scientific. A hypothesis is stated and then proved. It is a useful discipline, which encourages
logical thought and can be transferred to many other areas of academic studies (Wang, 2001).

11

Advertisements as a Genre
According to Hervey et al. (1995:126), awareness of genre and text type is vital to be
familiar with styles of presentation and language use in terms of particular genre requirements in
particular cultures. The present section concentrates on the most prominent aspects of the
advertising register and the genre of advertising as a text type characterized by specific features.
Register can be defined as a set of lexical and grammatical features that accompany and help to
identify discourse that occurs in a particular recurrent situation (Johnstone 2002:147). Schffner
(2001:213) and Goddard (2003:30-31) distinguish a number of linguistic features typical of the
English advertising register: imitation of spoken language; short, elliptical sentences; positive
evaluative expressions and abundance of stylistic means affecting the audience (proverbs, puns,
alliterations, rhyme, etc.). The listed features of language are culture-specific in their use and
intensity within the same register (Steiner 2004: 21). With respect to advertising as a genre,
Trosborg (1997:9) claims that the defining criterion of any genre is the communicative purpose
that it is intended to fulfill. In determining the communicative purpose of the text, language
functions play an important role. Each text serves some specific language function which helps
to fulfill the communicative purpose of the text and allows us to classify texts into types. Nord
(1997:50-51), following Bhlers (1934) classification, describes the following language
functions: referential function (i.e. reference to objects and phenomena of the world); expressive
function (i.e. expression of the senders attitude or feelings); phatic function (i.e. establishing,
maintaining or finishing contact); appellative function (i.e. appealing to the receivers
experience, feelings, knowledge and sensibility in order to make him/ her react in a specific
way).

12

Practically, texts often exhibit the presence of several language functions, which overlap
and give a variety of combinations: representing-expressing, representing-persuading, etc. This is
referred to as the multi-functionality of texts (Trosborg 1997:14). However, there is always one
dominant function while other functions are used as subsidiary, employed to achieve an overall
intention of the text. For example, information included in advertisement should not be
considered as a primary goal. Instead, it should be perceived as a complimentary function
helping the advertisement be more persuasive. Therefore, texts can be classified into categories
or 45 types on the basis of their dominant contextual focus.
Advertising as a genre is classified under the category of appeal-oriented texts, having
the predominant function of persuasion. As Reiss (2000: 38) points out, in appeal- oriented texts
the information is always presented from a particular perspective and with a particular purpose.
In commercial advertising, form and content are at one in their overall goal of arousing
consumer response that is, a commercial advertisement strives at persuading the reader to buy
the advertised product. In conclusion, it appeared that register description and analysis of style
conventions of both source and target culture texts lead to successful translation decisions and
correspondence to culture-specific genre requirements. It was also shown that the dominant
communicative purpose of advertising genre is persuasion. This allowed us to classify
advertisements as appeal-focused texts.

13

Register
According to Longe (1995:41), the idea of register in language varieties differentiation
can be traced back to Wegnener with his argument for language differentiation into, field of
context distinguished by general subject matter, participants interest, etc. As Longe (1995)
submits further, it is from Wegeners and Malinowskis ideas that Firth draws his concepts of
context of situation, emphasizing appropriateness of language in situations.
Like most concepts in linguistics, register has been subjected to different interpretations.
According to Terry and Brich (1995: 6) the term was applied by Michael Halliday to mean a
variety according to use in the sense that each speaker has a range of varieties and chooses
between them at different times. Halliday distinguishes that from dialect which he describes as
a variety according to user, in the sense that each speaker uses one variety and uses it all the
time (Leckie-Terry and Birch, 1995: 6). In their own case, Gregory and Caroll (1978: 64) take
register to be a useful abstraction linking variations of language to variations of social context.
In the simple perspective, the concept of register is the use to which language is put in a
specific situation is defined. Each situation contains elements of meanings realizable through
language. Longe (1995:38) cites Halliday (1994) saying that the register is the set of meanings,
the configuration of semantic patterns specified condition along with the words that are typically
drawn upon under the realization of these meaning.
Different dimensions of situational features are often referred to in the characterization of
register, but the core ones are field, tenor and mode. The field of discourse deals with the
significant social action, that is, the nature of social activity engaged in, while the tenor relates to

14

the dimensions of role relationship. The mode of discourse is a matter of the symbolic
organization of meanings into speech or writing (Ogunsiji & Dauda, 2013:99).
Major Determinants of Register (Ogunsiji & Dauda, 2013:102):
a. Field- the field of discourse refers to what is happening. The nature of the social
interaction taking place: what is it that the participants are engaged in, in which
language figures as an essential component? The nature of the activities in which
people are engaged will reflect in the language they use.
b. Tenor- the tenor of discourse is also known as the style of discourse. This accounts
for the formality or informality of the linguistic medium. It further identifies who is
taking part in the discourse, the status and the roles of the participants in the
discourse. Language will reflect such interactions as between husband/wife,
master/servant, doctor/patient, etc.
c. Mode- the mode is the symbolic organization of the text. It emphasises the channel of
communication, such as spoken/written, visual contact. Computer mediated
communication/ telephone conversation and other modes by which communication or
thought can be expressed.

Levels of Stylistic Analysis

Stylistic scholars like Leech and Short (1981), Turner (1973), Crystal and Davy (1969)
among others. Have all agreed with the fact that there are levels of stylistic analysis which can be
used in analysing a text whether in a spoken or written form. Among these levels of stylistic
analysis, three tools will be used in this stylistic study. These tools are; Graphology, lexicosemantics and syntax.
15

1.

Graphological Level
Graphological arrangement in advertisements plays a very important role in drawing

peoples attention, making it outstanding among other advertisements. Crystal and Davy (1995:
17) point out that: The choice of type-size or colour in a text is essentially non-linguistic, but
they may have clear linguistic implications, perhaps relating to the semantic structure of the
utterance or even to grammatical structure. According to (Crystal and Davy 1969: 18-19)
graphology is the analogous study of a language writing system or orthography as seen in the
various kinds of hand writing or topography. To them, graphology in its linguistic sense is the
study of symbols that has been devised to communicate language in written form. It must be
clearly distinguished from the psychological sense of the term, which refers to the study of
handwriting as a guide to character and personality (Udofia, 2011: 18-19).
Thus, graphological features entails the foregrounding of quotation marks, ellipses
periods, hyphens, contracted forms, special structures, the full stop, the colon, the comma, the
semi colon, the question mark, the dash, the lower case letters, gothic and bold print,
capitalization, small print, spacing italics.

2.

Lexico-semantic Level
Lexico-semantics is concerned with words and their meaning (Lamb, 1969:45). To

Odebunmi (2001:55), it is the relationship of meaning holding between words and utterances in a
language. In lexico-semantics, a word can have more than one meaning while different words
have the same meaning.
Thus, the elements of style in lexico-semantics are: figures of speech, synonyms, lexical
acronyms, homonyms etc. Therefore, lexico-semantics is very important in stylistic analysis.

16

This section concentrates on the advertisements manipulate various parts of speech in

order to make the message more persuasive. The attention is paid to some of the aspects of
adjectival, adverbial, verbal and noun usage. A majority of persuasion techniques strives to
create a positive impression through evaluation and emotional appeal. Emotionality and
evaluation are best expressed through an extensive use of adjectives or adverbs which attribute
certain qualities and properties to the object advertised (Gramley and Ptzold 2002: 103).

3.

Syntactic Level
According to Lyons (1979:21), Syntax which derives from the Greek word that means

placing together, usually refers to the level at which the linguist accounts for the way words are
put together to form sentences.
To Crystal (1987:94), syntax is the way in which words are arranged to show the
relationship of meanings within and between sentences.
In syntactic analysis, words are the primary units and they are very important because all
human activities involve words (Lyon, 1979:2). Lyon further explains that it is the combination
of words, word groups and sentences that syntax is concerned with.
Thus, syntax has to do with the arrangement of words and rules governing how words are
joined together to form phrases, clauses and sentences.
.

17

The Layout/Visualization
The visual effect of advertisements plays a crucial role, since it enables to shout at
readers from the page. Furthermore, it helps to set a scene for a story of the promoted item or
introduces an appearance of the product, in order to be recognized immediately among
competitive products. As Udofia (2011) states: The visual carries such a great deal of
responsibility for the success of an advertisement, it should always try to offer story appeal.

Foregrounding
Foregrounding refers to a creative use of language in such a way that the medium attracts
our attention over and above the message (Lawal, 1997:44).
According to Wales (1989:180), foregrounding is the throwing into relief of the linguistic
sign against the background of norms of ordinary language. Foregrounding is achieved under
two main types. They are: deviation and repetition foregrounding (Leech, 1965:14).
Deviation refers to a situation whereby a conventional way of spelling a word is
deliberately altered to suit a new situation. It is usually done to attract customers to the product
or service being advertised.

18

Conceptual Framework

Register
1. Field
2. Tenor
3. Mode

Levels of Stylistic Analysis

1. Graphological Level
2. Lexico-semantic Level
3. Syntactic Level

Layout/
Visualization

Foregrounding
-Deviation

Genre

SANDARI BATULAO
(Newspaper Advertisement)

19

Chapter IV
ANALYSIS PROPER
The Text
Unwind in your own private sanctuary.
A bubbling river. Birds chirping. The wind whistling. Leaves rustling in the cool
breeze. Let natures lullaby soothe you. There is nothing like the peace and quiet that life at
Sandari Batulao evokes.
Derived from the Sanskrit words zaanta and dhari, meaning peaceful valley,
Sandari Batulao is an 800-hectare luxurious mountainside community in the highlands of
Nasugbu, Batangas. Located at the foot of Mount Batulao and Mount Talamitan with the
West Philippine Sea in between, relish perpetually cool mountain breeze all year round. With
the familiar comforts of Tagaytay and beautiful beaches of Nasugbu, just a stones throw
away experience the best of both worlds all against the backdrop of the majestic Mount
Batulao.

Genre of the Text

This part intends to explain the category of this text. The text of the Sandari Batulao is all
about an advertisement in a newspaper. Advertising as a genre is classified under the category of
appeal-oriented texts, having the predominant function of persuasion. As Reiss (2000: 38) points
out, in appeal- oriented texts the information is always presented from a particular perspective
and with a particular purpose. The text is describing and telling the exquisiteness and splendour
of the topic or subject of the advertisement, which is a tourist spot called Sandari Batulao. It

20

utilizes several adjectives and various persuasive and convincing words which can draw and can
catch the attention of the possible customers that can magnetize them to go to the place being
advertised.

Register
Field
The text of Sandari Batulao (which is a tourist spot in Nasugbu, Batangas) is focused in
describing the place to the tourists or the possible customers of the place. It is in the field of
newspaper advertisement. The text is mainly about giving the readers or customers the
information and knowledge about Sandari Batulao such as its features and location. Persuasion is
very visible in the text. It showcases the beauty and magnificence of the tourist spot through the
use of vocabulary to persuade the readers to visit the place.
Tenor
The language used in the newspaper advertisement of Sandari Batulao is obviously in
the context of formal language. It uses loaded and persuasive language to arouse peoples desire
and curiosity to the place and the informative language with exact descriptive words or the use of
affirmative adjectives gives the reader a positive and clear image of the place. It achieves good
effects on persuading the readers to visit the place in a welcoming tone.
The role-relationship between the addresser and the addressee in this advertisement is
called the author and the reader relationship because the text is only accessible through reading
the newspaper. Furthermore, we can infer that the author of the text is the advertiser/endorsers or
the owners and investors of the place (Sandari Batulao) while the readers can be both foreign and
Filipino tourists that might be the possible customers of the place.

21

Mode
The advertisement of Sandari Batulao transmits messages through the written text or
language. However, the text does not only transmit messages in the written form but also
communicates through the use of visual medium. It uses graphological devices to provide
information; the pictures of the place showed in the newspaper also provide visual information to
the readers. At the same time, enlarged, capital and bold letters are also used in this
advertisement to form an attractive and vivid image of the place being advertised.

Levels of Stylistic Analysis

1. Graphological Level
In this advertisement of Sandari Batulao, it uses larger, capital and bold letters in the
title and slogan in order to draw peoples attention and make them curious about what this
advertisement mainly says and thus leads the readers to go on reading unconsciously and arouse
their curiosity and desire to know more about the place and finally reaches its goal to persuade
the readers to visit the place. And the utilization of the phrase or the slogan "unwind in your
private sanctuary" in a much bolder font size under a beautiful house or infrastructure creates a
catchy aura that can attract and captivate the readers to read the advertisement because it can be
easily seen in just a glance on the page of the newspaper.
Compared with the slogan and the title, the letters in the body are the small. It shows
sharp graphological contrast, making this advertisement eye-catching, clear and in good order.
There are only two paragraphs in the advertisement, differentiating from other
advertisements which have one paragraph or even one sentence. The sentences in each paragraph
are full of adjectives describing the place. The paragraphs are very short.

22

Table 1: The Texts Graphological Features

SLOGAN:

TITLE:

BODY:

23

2. Lexico-semantic Level
It is the study of the way in which individual words and idioms tend to pattern in
different linguistic context; on the semantic level in terms of stylistics.
This section concentrates on how advertisements manipulate various parts of speech in
order to make the message of the text more persuasive.
Table 2: Phrases that can create imagery

bubbling river
birds chirping
wind whistling
leaves rustling
natures lullaby
cool mountain breeze
Since Sandari Batulao is a tourist spot or a beautiful place, the phrases in Table 2
makes the text more captivating for the readers to visit the place. It sounds as if it is a poetic
device of rhyming words. Through the use of these words, the text provides imagery on the
minds of the readers. The purpose of showing these words is to impress the potential customer of
the majestic features if the place and make them form a positive image of the place being
advertised in their mind and win their interest to the place and finally arouse their desire to go
there.
Furthermore, the personal pronoun "you" is used in the first paragraph. This use of
personal pronoun is obviously sounds like face-to-face talk, making the conversation warmer,
more friendly and trustable in tone, and finally strengthens the appeal to the readers. Reading the

24

advertisement, the readers may probably be persuaded and stimulated and finally agree with
what the advertisement says with strong desire for visiting the place.
A majority of persuasion techniques strives to create a positive impression through
evaluation and emotional appeal. Emotionality are best expressed through an extensive use of
adjectives or adverbs which attribute certain qualities and properties to the place being advertised
(Gramley and Patzold, 2002: 103).In order to achieve the aim of persuading the readers, the
frequent and profound use of adjectives is also one of the lexical features of the advertisement
giving the readers the feeling of exaggeration and sometimes making it more overwhelming and
persuading. In the given texts we have adjectives that describe the following nouns such as:

Table 3: Adjectives that describe the Nouns

ADJECTIVES

NOUNS

Bubbling

River

Cool

Breeze

peaceful

Valley

luxurious

Mountainside

beautiful

Beaches

best

Worlds

majestic

Mount Batulao

The list of adjectives exceedingly describes Sandari Batulao giving the readers an image
in their minds of what the place looks like in real life.
Also, lexico-semantic level includes such devices as alliteration, rhythm, rhyme,

25

assonance and consonance. These devices are recognizable, descriptive, but what makes them so
attractive is hard to say. It has been suggested that rhythm and repetition recall the regular sound
of the mother's heartbeat in the womb (Langer 1967: 324). The given text forms rhyming which
is very catchy to the ear. For example:
A bubbling river.
Birds chirping.
The wind whistling.
Leaves rustling.
These rhyming words are very descriptive and create a vivid picture in the minds of the
readers.
The use of many word plays must be also mentioned as the lexical distinctive features. In
the given text, there are several world plays used. For example:
"There is nothing like the peace and quiet that life at Sandari Batulao evokes".
"Derived from the Sanskrit words zaanta and dhari, meaning peaceful valley,
Sandari Batulao is an 800-hectare luxurious mountain side community in the
highlands of Nasugbu, Batangas."
Through these word plays the majestic features and the best qualities of Sandari Batulao
was emphasized and enumerated in the advertisement that appeal to the feelings of the audience
and makes the message more persuasive.

26

3. Syntactic Level
It refers to the level at which the linguist accounts for the way words are put together to
form sentences.
This advertisement not only aims to give detailed information of the features of Sandari
Batulao but also aims to attract readers attention and arouse their desire to visit the place.
There are nine sentences and a total of two paragraphs in the advertisement,
differentiating from other advertisements which have one paragraph or even one sentence. The
sentences in each paragraph are full of adjectives describing the place. The paragraphs are very
short. The first paragraph consist of short sentences that described Sandari Batulao and the
second paragraph is all about the etymology of the name of the place, its physical and
geographical features.

27

TABLE 4: Classification of words of the text according to the parts of speech

Nouns
Nature
River
Birds
Wind
Leaves
Breeze
Nature
Lullaby
Peace
Life
Mount
Backdrop
Mount
Batulao
Beaches
Worlds
Nasugbu
Breeze
Stones
Experience
Mountain
Year
Tagaytay
West
Philippine
Sea
Talamitam

Pronouns
You
You
There
Nothing

Verbs
Let
Serenade
Let
Soothe
Is
Evokes
Is
Relish
Comforts
Throw

Adverbs
Perpetually
All
Just
Both
All

Adjectives
Whistling
Rustling
Chirping
Bubbling
Cool
Derived
Peaceful
Luxurious
Located
Cool
Familiar
Beautiful
Away
Best
Majestic

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Conjunctions Interjections
and
that
And
and
and

Prepositions
in
like
at
from
of
at
of
with
in
between
round
with
of
of
of
against
of

articles
a
the
a
the
the
the
an
the
the
a
the
the
the

Foot
Mount
Batulao
Nasugbu
Batangas
Hectare
Community
Mountain
Side
Valley
Sandari
Batulao
Sanskrit
Words
Zaanta
Meaning
Dhari
Sandari
Batulao

Summary: 45 nouns, 4 pronouns, 10 verbs, 5 adverbs, 15 adjectives, 5 conjunctions, 17 prepositions, 13 articles

29

The Layout/Visualization
The visual symbols are used in this advertisement. The authentic color makes the place
more inviting and appealing, and the picture of a beautiful house, buildings and a woman
enjoying the view of the mountainside is very effective in conveying its meaning.
At the same time, the advertisement uses a well-designed and attractive layout. The
arrangement of the pictures, captions and texts contains a very mesmerizing appearance and it is
a very effective way of advertising a certain place because the pictures are more elaborated than
the texts to easily imply the meaning of the advertisement. As if it can be a paradise and safe
haven to unwind and to relax.

It provides more information about Sandari Batulao and

furthermore shows the advantages of the place and makes the slogan (unwind in your private
sanctuary) more believable and realistic.

Foregrounding
The foregrounding in the text of Sandari Batulao is achieved through deviation.
Deviation refers to a situation whereby a conventional way of spelling a word is deliberately
altered to suit a new situation. It is usually done to attract customers to the product or service
being advertised.
The most striking aspect of deviation in the text of Sandari Batulao is the constant
utilization of emphasis through the use of participles in the first paragraph.
Most of the texts we used to read employ the conventional or usual combination of
adjective and noun. However, in the text being analyzed it use the combination of noun and
adjective creating a deviation, in order to give and emphasis to the overall features of the place.

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Usual/Regular= Adjective + Noun combination

Deviation in the text of Sandari Batulao= Noun + Adjective combination

Table 5: Deviations found in the Text of Sandari Batulao

REGULAR COMBINATIONS

DEVIATIONS

Chirping birds

birds chirping

Whistling wind

wind whistling

Rustling leaves

leaves rus

31

tling

Chapter V
INSIGHTS
The researcher is a neophyte in the field of stylistic analysis. The paper gives the
researcher the opportunity to have the insights and knowledge about the different aspects of
stylistics such as its features, functions and aspects for stylistic analysis. The paper made the
researcher realized the true essence of being an English major. The styles and structure of the
English language has a wide range of topic making it very complex and

multifaceted. It

only means that as an English major student, the researcher must understand and master these
aspects in order to be proficient and effective educator as well as to be a scholarly researcher.
It doesn't mean that if you are English major you just master all the aspects of the language.
You have to put all your knowledge together into use or you must apply it in the field of your
expertise in order to make it useful and effective. The paper provides the researcher the
starting point or the foundation to engage in stylistic analysis, to widen her knowledge and
understanding about the field of stylistics.

32

Chapter VI
CONCLUSION
This advertisement Sandari Batulao adopts many devices in linguistic, textual and
contextual aspects. It uses well-organized language, eye-catching and bright pictures and
affirmative adjectives to describe the good qualities of the place. By the use of these devices,
the author of the advertisement can better communicate with the readers and make the place
more popular among the readers in order to achieve the goal of persuading them to visit the
place and to ensure popularity among the readers.
The paper gives the researcher a chance to study two fields: stylistic analysis and
advertisement as a text. It enables the researcher to understand the importance of stylistics in
our society and in the different aspects of our lives. Stylistics plays a vital role in order to
understand the different texts that can be found in almost all fields or areas of study such as
law, literature, business, science, music, technology and advertisement.

33

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Curriculum Vitae
JOREN VI DG. YSMAEL
Address: Blk. 17 Unit 6 Tagumpay Housing,
Brgy. San Jose Rodriguez, Rizal
E-mail Address: iamjorenvi@gmail.com
Contact No.: 090-989-19882

Personal Information:

Date of Birth: July 15, 1995

Place of Birth: Bambang, Nueva Vizcaya

Age: 18 years old

Civil Status: Single

Fathers name: Reynante A. Ysmael Sr.

Occupation: Evangelical Minister (Iglesia ni Cristo)

Mathers name: Josefina DG. Ysmael

Occupation: Housewife

Siblings: Ravi DG. Ysmael

Reynante DG. Ysmael Jr.

Educational Background:

Tertiary:

New Era University

3rd year Bachelor on Secondary Education Major in English
Quezon City

38

Secondary:

Tagumpay National High School

CLASS OF 2012 VALEDICTORIAN
Rodriguez, Rizal

Primary:

Narra Pilot School

2ND HONORABLE MENTION
Narra, Palawan

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