Article Citation: Okoronkwo Eyinnaya, Joshua Sarah Kwari & Mshelia Halilu Emmanuel (2019). An Analysis of Style in the Headlines of the Guardian and the Vanguard Newspaper Advertisements. DEGEL: The Journal of the Faculty of Arts and Islamic Studies, Vol. 17, No. 1. ISSN 0794-9316
AN
ANALYSIS OF STYLE IN THE HEADLINES OF THE GUARDIAN AND THE VANGUARD NEWSPAPERS
ADVERTISEMENTS
By
Okoronkwo
Eyinnaya & Joshua Sarah Kwari
Department of
Modern European Languages and Linguistics,
Usmanu Danfodiyo
University, Sokoto
&
Mshelia Halilu
Emmanuel
Department of
Pharmacognosy and Ethnopharmacy,
Usmanu Danfodiyo
University, Sokoto
Abstract
With the
proliferation of newspapers in Nigeria, which engenders stiff competition at
the vendor stand, various newspapers attempt to deliver their contents in a
manner that would attract readers due to the styles used. The background
problem is observed that figures of speech used in the headlines of some of the
advertisements in The vanguard and The Guardian newspapers tend to force great
difficulty in comprehending the interpersonal meaning. The study also seeks to
investigate the extent to which headlines in the advertisement of The Vanguard
and The Guardian make choices and how the structures of the elements of the
figure of speech system affect the ability to comprehend the interpersonal
meaning they set out to convey. The aim and objectives of this study examined
style in the headlines of The Guardian and The Vanguard Newspaper
Advertisements. Also, to find out the styles the writer used in the newspaper
advertisement that attracts the readers. Also, to identify the figures of
speech that is uses in the newspaper headlines advertisement and to analyze the
kinds of language style that are mostly used in The Vanguard and The Guardian
newspapers published in 2015. The research method used is descriptive and
analytical. The researcher used 15 advertisements as an object of his research
by using figures of speech; where it is first classified into personification,
alliteration, assonance, hyperbole, ellipsis and simile that are mostly used in
the advertisements. Secondly, the researcher analyzed figures of speech applied
in every word on the headlines. The researcher found out that personification
appeared five times, alliteration four times, assonance and hyperbole twice and
ellipsis and simile had the same proportion because they appeared only once in
the 15 advertisements. In conclusion, the study was designed to analyze the
figures of speech in the headlines of The Vanguard and The Guardian newspapers
advertisement. This is evident with the use of figures of speech which are
personification, alliteration, assonance, hyperbole, ellipsis and simile.
Introduction
Advertising is
one of the most complex processes of communication because it involves
persuasion which is a phenomenon with many implications for both the sender and
the receiver of the message. Among the media, the newspaper is one which offers
the product through advertisements. The advertisers should pay attention more
to choose an appropriate language. For effective communication, some should use
appropriate language that is easily understood by others, especially receivers,
based on the grammatical structures. (Perniagaan, 1984).
This study aims
to examine style in the headlines of The Guardian and The
Vanguard Newspaper Advertisements. Also, to find out the styles the
writer used in the newspaper advertisement that attracts the readers. Also, to
identify the figures of speech that is uses in the newspaper headlines
advertisement and to analyze the kinds of language style that are mostly used
in The Vanguard and The Guardian newspapers published
in 2015.
The study
contributes to the knowledge in the field of language and especially for the
readers or other researchers who are interested in the use of language style as
a medium to promote their products in newspapers. Besides, it exposes the
creative quality of language, because newspapers exploit different linguistic
options to cast the most captivating headlines that help their papers to
sell.
Background
Language over
time has been known to be “living” and is deployed specifically and uniquely in
certain purposes. However, the main purpose or essence of language remains
essential for communication. This explains the fact that communication is the
most saleable commodity in today’s world (Anyacho, 2007).
The primary
function of a newspaper is to supply information to the public and for human
interest. It does this, by covering diverse interests through various stylistic
devices which are dictated by certain principal constraints, such as, the
subject matter of the article, the purpose and the intended audience of the
writer. These three principal constraints amongst others are significantly
responsible for the style and type of presentation that various features such
as headlines in the newspaper have. People that possess diverse capabilities
and interest constitute newspaper mass audience (Alwasilah, 2002).
Consequently,
whatever must be done at the headline must reflect a negotiated understanding
between the writer and the target audience (readers). That is there should be
no issue with meaning. The headlines that deals on issues of general interest.
People depend on the media, which include newspapers to keep themselves abreast
of the world around them (Babajide, 2000).
Also,
advertisement is a message of a product delivered through media and supported
by sponsors. In making a product of advertisement, language an important part
in advertisement, because it is the system of sound and words used by humans to
express their thoughts and feelings, the particular way or style of speaking or
writing, and the words and phrases used by a particular group or profession
(Hornby, 1995). The complexity of an advertisement might be measured by
questions such as: who says what? To whom? By what means? To what effect? The
answers will be that language is only one component of the advertisement and
that, although it seems simple, advertising is an intricate process where each
word is carefully selected for maximum effect (Leech, 1981).
The findings
from this study show the use of connotative meaning has an extra meaning,
compared to the denotative meaning which indicates meaning truthfully,
denotative does not have extra meaning in it. Finally, it will increase the
knowledge of the readers in the field of language or other researchers who are
interested in the use of language style as a medium to promote their products
in newspapers.
Theoretical
Framework
Systemic
Functional Grammar (SFG) is a form of grammatical description originated by
Michael Halliday (Halliday, 2014). It is part of a social semiotic approach to
a language called systemic functional linguistics. In these two terms, systemic
refers to the view of language as "a network of systems, or interrelated
sets of options for making meaning". Functional refers to Halliday's view
that language is as it is because of what it has evolved to do. Thus, what he
refers to as the multidimensional architecture of language "reflects the
multidimensional nature of human experience and interpersonal relations"
(Halliday, 2014).
Hence, the
theoretical framework is based on Systematic Functional Grammar by Halliday
(2014). The idea here is tidied up and extended to make the very complex
aspects of transitivity more accessible and to provide more support for text
analysis. To a grammarian, the text is a rich, many-faceted phenomenon that
‘means’ in many different ways. It can be explored from many different points
of view (Halliday and Hasan, 2014).
Grammar is one
of the subsystems of a language; more specifically, it is the system of
wordings of a language. It is a phenomenon that can be studied, just like
light, physical motion, the human body, and decision-making processes in
bureaucracies; and just, as in the case of these and other phenomena under
study, we need theory to interpret it. Grammar (as a phenomenon) is part of the
language; it is the "system of wordings", as it is put above. But how
it is conceptualized will depend on our grammar. Language is a set of rules for
specifying structures; so grammar is a set of rules for specifying grammatical
structures, such as the construction of text thereby using text as an
instrument be it is written or spoken (Benson, Cummings & Greaves, 1988).
Synopsis of the
texts and the proprietors
Mr Sam Amuka a
renowned, veteran journalist and columnist of the Sad Sam Fame established the
Vanguard Media Limited, publishers of The Vanguard Newspapers in 1984. The
Vanguard hit the newsstands as a weekly digest on Sunday, June 3, 1984, with
the motto: Towards a better life for the People. It went daily on July 15,
1984. It aims to serve the people through an unflinching commitment to free
enterprise, the rule of law and good governance. Besides, Vanguard is
one of the leading Newspapers in Nigeria today. It has developed a rich
heritage as the most entertaining, refreshing, authoritative, and detailed and
reader-friendly newspaper in the country. Consequently, for every copy of The
Vanguard purchased, at least ten people queue to read the same copy.
The Guardian is an independent daily
newspaper published in Lagos, Nigeria, by The Guardian Newspapers Limited. The
Guardian has been described as "Nigeria's most respected newspaper".
Alex Ibru, an entrepreneur, established the Guardian in 1983. The paper was
first published on 22 February 1983 as a weekly, appearing on Sundays. It
started daily publication on 4 July 1983. The Guardian is read by the most
educated section of the elite. The Guardian was one of the few national dailies
that did not publish advertised obituaries. Since 1989, the policy has changed
and elite advertisement now makes a large percentage of the newspaper's
revenue.
However,
headlines are essentially designed to catch the attention of readers and to
relate well with the entire story. They are often written from the ‘lead’,
which must be a spark, heart, theme and drama of the story, which omits many
elements of a sentence, and mindful of space. The visual constituents in the
headlines meet the requirements in appearance. The headlines range from the
sombre and serious ones found on the editorial page to the often-frivolous mood
of those found on the sports page. Advertisement headlines are usually very
catchy and shorter than new stories headlines (single word headlines are fairly
common) in advertisements. Most writers and scholars seem unanimous on the
nature and functions of headlines. For instance, Orji (2013) in Strauman
asserts that a good headline must be capable of being read aloud, which the
mind does. The headings indicate in summary what the subject matter of a piece
of writing or text is about, and they are often set in larger type than the
rest of the text. It summaries and advertises a story. It helps the reader
decide which story to read. It separates the story for him. It grades and
demarcates stories on the page.
Advertising is
communicated through various mass media including old media such as newspapers,
magazines, Television, Radio, outdoor advertising or direct mail; or new media
such as search results, blogs, websites or text messages (Courtland &
Arens, 1992). Advertising is differentiated from public relations in that an
advertiser usually pays for and has control over the message. It is
differentiated from personal selling in that the message is non-personal, i.e.,
not directed to a particular individual (Stanton, 1984). Advertisement messages
are sent through a medium. Since it is a non-personal communication, the mass
media is the most likely channel. Radio, newspapers, televisions, magazines and
the internet (Arens, 2002).
Style is a
choice. A good style is consistency in choosing the appropriate symbolization
of the experience you wish to convey, from several words whose meaning area is
rough, the same (by saying cat, for instance, rather than pussy)
(Werburg,1964). However, on presenting their definitions, Mode (2005) in
Enkvist and Gregory assert that style is, the choice between alternative
expressions, as a set of individual characteristics, as deviations from norm;
as a set of collective characteristics and as those relations among linguistic
entities that are state able in terms of wider spans of text than the sentence
(Enkvist and Gregory, 1964). Also, Crystal and Davy were cited, style is ‘the
effectiveness of a mode of expression’ that can be achieved by ‘saying the
right thing most effectively’ (Babajide, 2000).
In figurative
language, the writer or speaker describes something using unusual comparison,
for effect, interest, and to make things clearer. The result of using this
technique is the creation of interesting images. Appealing to the imagination,
the figure of speech provides a new way of looking at the world. It always
makes use of a comparison between different things. The figure of speech is any
way of saying something other than the ordinary way (Castillo, 2009). Figures
of speech are often used and crafted for emphasis, the freshness of expression,
or clarity. However, clarity may also suffer from their use. Note that all
theories of meaning necessarily have a concept of “literal language” (Perrine,
1991).
Finally,
language is an application to submit an idea, information and express a feeling
in communication between the people who interacted. One language consists of
two part, they are speech and content. Speech is system of sound that is used
by the speaker, while content is the meaning of its speech (Leech, 2014). The
study of content belongs to semantic fields, a branch of linguistics that
studies meaning (Gill, 1991). “Meaning has an important role in language.
Without meaning, speech or expression is useless. Meaning of an expression is
said to be what the expression refers to, and the idea associated with it in
person’s mind, or the stimulus which elicits utterance of it and behavioural
responses it evokes” (Fodor, 2014).
Methodology
The researcher
gathered and analyzed the data. It is done and presented under the following:
research design, population/sample, sampling techniques, data collection
procedure, methods of data analysis.
This research
is designed to analyze language style in the headlines of The Guardian and The
Vanguard newspaper advertisement. The research method is a way one can
use to achieve a goal. Therefore, the design of this study is descriptive.
The researcher
constituted from six figures of speech on newspaper headlines. And 15 newspaper
headlines advertisement were randomly selected from The Vanguard and The
Guardian newspapers, published in 2015 from January to December.
15 styles from
headline newspaper advertisement of The Vanguard and The
Guardian were randomly selected. The figures of speech were used to
make the discussion on interpreting the styles used in the headlines. The issue
at hand is style, as it is used specifically and unconventionally to
communicate to the people. The technique is helpful, for instance, in
understanding the headlines using figures of speech such as personification,
alliteration, assonance, hyperbole, ellipsis and simile. Therefore, this helps
the researcher understand when any or some of them are in operation in the headline.
There are many
ways to assign or study styles in a text. It was therefore not only going to be
difficult but impossible to study these ways, considering the nature of this
research and the level at which it was conducted. This is why only six figures
of speech were used: personification, alliteration, assonance, hyperbole,
ellipsis and simile to analyze the research. These figures of speech were
assumed to account for the styles used in the newspapers headlines.
The researcher
uses the following steps in collecting data:
1. The researcher randomly picked from The
vanguard and The Guardian newspaper from 1st January to 31st December 2015.
2. The researcher collects data from the internet
because there is incomplete information from the books, libraries and
newspaper.
3. The writer collects data by focusing on the
library to look for reference, an especially, reference that has something to
do with the title dissertation.
The study
employed a descriptive, identification and interpretation method of analysis,
where six figures of speech were used: personification, alliteration,
assonance, hyperbole, ellipsis and simile as they relate to the component
(headlines) of the 15-newspaper advertisements which were randomly selected. A
structured table was used to assist in a comprehensive analysis. In it, the
data were entered into the table, under columns: serial numbers, components
(headlines), date of publication and paper that published it. The language
style was selected, and their respective data were arranged, one after the
other. Thus, personification, alliteration, assonance, hyperbole, ellipsis and
simile in data presentation.
Data
Presentation
In data
presentation, it does this by examining the figurative components which are
personification, alliteration, assonance, hyperbole, ellipsis and simile in the
data collected from the selected newspapers.
The data
presentations were based on 15 advertisements in The Vanguard and The
Guardian newspapers.
Table 1: figures of speech from The
Guardian and The Vanguard Newspaper
|
Advertisement |
Headline |
Figures of speech |
Date |
Paper |
|
1 |
Do Your Eyes Say Enough? |
Personification |
April 13, 2015 |
The Vanguard |
|
2 |
Fall In Love With Your Hair |
Personification |
September 13, 2015 |
The Guardian |
|
3 |
Love Your Shape |
Personification |
April 7, 2015 |
The Guardian |
|
4 |
Offer Your Skin a Reservior of
Moisture, It’ll Never Be Thirsty Again |
Personification |
February 12, 2015 |
The Guardian |
|
5 |
Pick Me Up At DÔme |
Personification |
October 23, 2015 |
The Vanguard |
|
6
|
Lenses That Last From Sunrise To
Sunset |
Alliteration |
July 10, 2015 |
The Guardian |
|
7
|
Preserve, Prolong And Protect Your
Precious Red Colour |
Alliteration |
December 7, 2015 |
The Guardian |
|
8 |
You Can Change. Confidence Is A Choice |
Alliteration |
June 10, 2015
|
The Vanguard
|
|
9 |
You Can Fit In Too. Just Take Two |
Alliteration |
October 20, 2015
|
The Guardian
|
|
10 |
Always mature Always young |
Assonance |
September 4, 2015 |
The Vanguard |
|
11 |
Where Your Presence Is, There My
Heart Will Be |
Assonance |
August 19, 2015
|
The Guardian
|
|
12 |
Luminous Skin That’s So Perfect,
Yet Natural… |
Hyperbole |
January 26, 2015
|
The Guardian
|
|
13 |
The Perfect Indulgence Comprising
The World’s Finest Natural Ingredients |
Hyperbole |
March 18, 2015
|
The Vanguard
|
|
14 |
Wild, Sexy, And …. |
Ellipsis |
Noverber15, 2015 |
The Vanguard |
|
15 |
Change Your Hair As Often As You
Change Your Mind |
Simile
|
April 9, 2015
|
The Vanguard
|
The results taken from the table of
data presentation aboveare based on the rank of figures of speech that is
mostly used in The Vanguard and The Guardian newspaper advertisements.
Figure 1: The Results of Data
Figure 1 shows
that personification is the most used figures of speech in advertisements. This
style is in the first rank because it appears five times from 15
advertisements. Personification is a simple and interesting style because it is
used to persuade and influence the reader’s attention to use the products that
have been advertised in the newspaper. The second rank is alliteration which
appears four times from 15 advertisements. Alliteration is used to create
beautiful sentences or phrases because it has a repetition of the same
consonant sound, so it makes the advertisements more artistic. Assonance and
Hyperbole are the third ranks which appear twice from 15 advertisements.
Assonance is different from alliteration because assonance has a repetition of
the same sound vowel to make the advertisements more artistic. Hyperbole is a
figure of speech which has extravagant and obvious exaggeration in making an
interesting advertisement. Ellipsis and smile are in the fourth rank which has
the same proportion because they appear once from 15 advertisements. Ellipsis is
used to create the curiosity of the reader, and simile is a style that compares
two things which have different reality but assumed is the same, so it makes
memorable for the readers.
From the
analysis above the researcher concludes that advertisements generally use
connotative meaning because connotative meaning has an extra meaning, used
figure of speech and non-meaning. Connotative meaning also has commercial value
in the field of advertisement because meaning contains strong influence so that
it can draw the reader’s attention and enthusiasm for a product which is
offered on the market. Compared to the denotative meaning which indication with
meaning truthfully, denotative does not have extra meaning in it.
The data are
analyzed based on the rank of figures of speech that is mostly used in The
Vanguard and The Guardian newspaper advertisements.
1.Personification:
Do Your Eyes Say Enough?
The
advertisement headline was taken from The Vanguard newspaper on April 13, 2015.
It is an eye shadow advertisement of Clinique. This product is made for women
who have sensitive skin because Clinique introduces New Colour Surge Eye Shadow
that will make your eyes remain to be healthy and beautiful. The figure of
speech used in the headline’s advertisement is personification because the
sentence “Do your eyes say enough?” is personified. As explained before,
personification is describing a nonliving object as being human; when the word
says itself it simply means that eye care is part of human daily activities.
The headline on it has connotative meaning; because it has communicative and
commercial value on an expression which has been received for the readers. In
this advertisement, denotative meaning of this headline means that there is
something wrong with an eye that has makes the eye not be comfortable. This
product wants to give the solution to the eyes problem and to show that these
products are safe for the eyes. The advertiser’s product is good, and you will
never say enough to try many colours of eye shadow that you want.
2. Personification:
Fall In Love with Your Hair
The
advertisement headline was taken from The Guardian newspaper of September 13,
2015. The advertisement is a daily shampoo advertisement. For girls who love to
wash their hair, the shampoo keeps moisture and essential nutrients in women
hair. The figure of speech used in the headline’s advertisement is also
personification. The phrase ‘Fall in love with your hair’ is personified. In
this case, the sentence of the headline used ‘hair’ as a substitute for women
hair. The headline contains connotative meaning because it has an extra meaning
that arises because of words that are written in the advertisement. Based on
the picture, it is easy to get denotative meaning from the headline. ‘Fall in
love’ is to feel a sudden strong attraction for something, for this case is
‘hair’. The phrase is the correct expression in using the user of the product
will feel responsible to always give the best treatment for the ‘hair’ to look
healthy, beautiful and interesting. Therefore, from the advertisement, the
product can make the hair more weightless and natural looks that reveal the
healthy and sensual quality in every day.
3. Personification:
Love Your Shape
The
advertisement headline was taken from The Guardian newspaper
on April 7, 2015. The advertisement is a fruit flavoured water drink. The
mineral water has zero calories that help to replenish the body and balance
diet. The consumer will love its body shape. The figure of speech used in the
headline’s advertisement is personification. The phrase ‘Love your shape’ which
is the drink is personified. In this case, it is almost the same with
advertisement 2, the headline used from the ‘shape’ or name of the drink as a
substitute for human which is loved by a human. Denotative language is factual;
connotative carries emotional overtones (Gill, 1985). The headline has
connotative meaning; the phrase indicates the concepts ‘love your shape’ is to
get healthy. The denotative meaning of the headline is ‘love your shape’ with
healthy drinks, Shape the fruit flavoured water, from the headline, the
advertiser introduced the product as diet.
4. Personification:
Offer your Skin a Reservoir of Moisture; It’ll Never be Thirsty Again
The
advertisement headline was taken from The Guardian newspaper of February 2,
2015. It is a cream and serum advertisement for Clarins. Two essential beauty
products containing exceptional plant extracts which maintain ideal moisture
level product against pollution and preserve the skin’s suppleness and youthful
radiance, so that the skin can never be thirsty again. The figure of speech
used in the headline’s advertisement is personification. The sentence ‘Offer
your skin a reservoir of moisture, it’ll never be thirsty again’ which is the
‘skin’ is personified. The sentence of the headline used the skin as a
substitute for human being which the skin cannot be thirsty. The headline
contains connotative meaning because it has a commercial value in the market.
The denotative meaning of the headline means that by using the product, the
skin will have many minerals and will not dry anymore. The advertiser
introduced the products as containing exceptional plant extracts which maintain
ideal moisture levels, protect against pollution and preserve the skin’s
suppleness and youthful radiance.
5. Personification:
Pick Me Up At Dôme
The
advertisement headline above was taken from The Vanguard newspaper of October
23, 2015. The advertisement is a coffee ice advertisement for DÔme coffee shop.
The new flavours that are available in 5 ‘un-put-downable’ it can be picked up
at DÔme. The phrase ‘Pick me up at DÔme’ is personification. The figure of
speech used in this advertisement is personification. Based on the picture the
phrase from the headline used to drink as a substitute for human being which
can be picked up like human being. The headline has connotative meaning because
it has commercial value in the market. The denotative meaning in the phrase is
that the coffee shops have some new drinks of coffee, which can be picked at
DÔme. The advertiser introduced the new drink as having the combinations of
ice-cold milk, whipped cream and crushed ice make a DÔmeExpreski the ultimate,
ingredient energy drink.
6. Alliteration:
Lenses That Last From Sunrise to Sunset
The
advertisement headline above was taken from The Guardian newspaper of July 10,
2015. The advertisement is breathable contact lenses of O2OPTIX. The smarter
and healthier choice for fresher, greater-feeling eyes all day and all night
long. The sentence ‘Lenses that last from sunrise to sunset’ has a repetition
of the same L and S consonant sound that follows each other. The figure of
speech used in the headline’s advertisement above is Alliteration. As explained
before, Alliteration is a series of words that begin with the same letter or
sound alike. In other words, the figure of speech has a repetition of the same
consonant sound that follows each other. Denotation is the actual meaning of
the word without reference to the emotional associations it can arouse in a
reader. If a writer wants his readers to fully grasp the meaning, he must use
words according to their established denotations to avoid meaning something he
did not intend and end up confusing the reader (Wodak, 2001). The headline has
connotative meaning, which has an extra meaning and commercial value. The denotative
meaning in the sentence offers contact lenses of O2OPTIX that will company the
user in the activities of 24hours. The product transmits up to five times more
oxygen to the eyes. This means healthy, comfortable eyes even after long hours
use, and no more end-of-day discomfort, such as dryness or redness.
7. Alliteration:
Preserve, Prolong and Protect your Precious Red Colour
The
advertisement headline above was taken from The Guardian newspaper
of December 7, 2015. The advertisement is a hair treatment product of Radiant
Red like shampoo, conditioner, and daily protectors feature and anti-fade
system. The product can preserve the hair, richer or brighter, more vivid and
keep the lovely red hair. The figure of speech used in the headline’s
advertisement above is alliteration. The phrase ‘Preserve, prolong and protect
your precious red colour’ has a repetition of the same P consonant sound that
follows each other to emphasize and make it more artistic. Denotative meaning
is widely assumed a central factor in linguistic communication and it provides
for any given interpretation of a sentence (Leech, 1981). The headline contains
connotative meaning because the phrase has an extra meaning. The denotative
meaning of the phrase is that the product will take care, quicken growth and
protect the beautiful hair from damage effect of colouration. The product gives
a solution for girls and women who have colour red hair, which will give them
protection.
8. Alliteration:
You Can Change. Confidence is a Choice.
The
advertisement headline above was taken from the Vanguard Newspaper
of June 10, 2015. It is a yoghurt advertisement of Dutch Lady. The product
keeps the body good and feels great for 100% more confident. The figure of
speech used in the headline’s advertisement is alliteration. The sentence ‘You
can change. Confidence is a choice’ has repletion of the same C consonant sound
that follows each other to emphasize and make it more artistic. Denotative
meaning has objective direction, indication and no extra meaning so it only
denotes directly to its referent, concept and idea (Leech, 1981). The headline
contains connotative meaning because it has an extra meaning and commercial
value. The denotative meaning of the sentence is the word of a change in that
the sentence shows something different in the body that makes the confidence or
a feel of certainty; trust in one’s ability and the only way to choose is based
on the picture of the Dutch Lady’s drink.
9. Alliteration:
You Can Fit In Too. Just Take Two.
The
advertisement headline above was taken from The Guardian newspaper
of October 20, 2015. The advertisement is a slimming formula advertisement of
Beauxlim d Formula. The advertisement introduced the product as a weight
reducer and restores confidence. The figure of speech used in the headline’s
advertisement above is alliteration. The sentence ‘You can fit in too. Just
take two’ has a repetition of the same T consonant sounds in the word too and
two that follows each other and sounds alike to emphasize and make it more
artistic. The denotative meaning, also known as the cognitive, propositional,
conceptual or literal meaning, is that kind of meaning which is fully supported
by ordinary semantic conventions (Dickins, 2002). The headline has connotative
meaning. The denotative meaning of the sentence is that the buyer needs not to
be worried to fit or to be of the right size of the type the jeans and not to
forget to drink Beauxlim d Formula 2 times daily.
10. Assonance:
Always Mature Always Young
The
advertisement headline above is taken from The Vanguard newspaper of September
4, 2015. It is a watch advertisement. The watch makes someone looks mature and
young. The figure of speech used in the headline’s advertisement above is
assonance, The phrase ‘Always matures Always young’ has a repetition of A vowel
sound in the word always that follows each other, and it usually used in the
same vowel sound in words that follows each other. The connotation is created
when you mean something else, something that might be initially hidden. It is
based on implication or shared an emotional association with a word (van Dijk,
1991). The headline has connotation meaning; because the phrase identifies the
concept that each time someone wears the watch, the day will be impressive. The
watch makes someone look elegant. The denotative meaning in the phrase ‘always
mature’ is fully grown or developed in mind or body at all times or on every
occasion, and always young is a person’s appearance, attitudes or behaviour at
all times or on every occasion. The product is suited for various ages either
girls or women which can be used every day.
11. Assonance:
Where Your Presence Is, There My Heart Will Be
The
advertisement headline above was taken from The Guardian newspaper of August
19, 2015. The advertisement is a perfume advertisement for Enchanter. The
figure of speech used in the headline’s advertisement is Assonance. It shows
the repetition of E vowel sound in the word ‘here and there’ that follows each
other in the sentence ‘Where your presence is, there my heart will be.’
Connotation and denotation are created when you mean something else, something
that might be initially hidden. It is based on implication or shared an
emotional association with a word (Keraf, 2006). The headline contains
connotative meaning. It has an extra meaning that arises because of words that
are written in the advertisement. The denotative meaning symbolizes the
fragrance that is taken to where ever you prefer to place it, where your heart
wish is and enjoy your life.
12. Hyperbole:
Luminous Skin That’s So Perfect, Yet Natural…
The
advertisement headline above was taken from The Guardian newspaper of January
26, 2015. The advertisement is a cosmetic advertisement called Angel Fit, the
amazing foundation that perfectly hides flaws, imperfections, and one would
always have a smooth and luminous complexion that is so perfect and natural.
The figure of speech used in the headline’s advertisement above is hyperbole.
The word ‘perfect’ implies extravagant and obvious exaggeration. As the
researcher explained, hyperbole means exaggeration either in the character or
size of the thing. The word ‘perfect’ simply means having everything is
necessary and complete. Connotative meaning is described as “the communicative
value an expression has by what it refers to, over and above its purely conceptual
content” (Leech, 1974). The headline contains connotative meaning because it
has an extra meaning and assumed commercial value. The denotative meaning of
‘Luminous skin that’s so perfect, yet natural…’ is the perfect thing that every
woman want is the shiny skin and natural. The product makes one's appearance to
be natural and perfect every day.
13. Hyperbole:
The Perfect Indulgence Comprising The World’s Finest Natural Ingredients…
The
advertisement headline above was taken from The Vanguard newspaper of March 18,
2015. It is an ice cream advertisement for Häagen-Daz. The figure of speech
used in the headline’s advertisement above is hyperbole. The word ‘Perfect’ in
that sentence implies extravagant meaning. In this case, it is also the same as
advertisement 12. The headline has connotative meaning because it has an extra
meaning and commercial value. The denotative meaning of the headline is that
the product is made from the world’s finest natural ingredient and it will make
one feel pampered when eating the ice cream of Häagen-Dazs. The product gives
one leisure time while eating ice cream of Häagen-Dazs. Understanding
denotation and connotation language are symbolic in that we use it to represent
ideas, objects, and feelings because language is the only representative, you
can interpret any given statement in more than one-way. Sometimes the
difference is simply literal versus figurative interpretation. They are tools
you can employ to discern the meaning of an unfamiliar term (Knickerbocker,
1963).
14. Ellipsis:
Wild, Sexy and…
The
advertisement headline above was taken from The Vanguard newspaper of November
15, 2015. The advertisement is a perfume advertisement for Glow after Dark JLO.
The figure of speech used in the headline advertisement above is an ellipsis.
The phrase ‘Wild, sexy and…’ is intentionally left an incomplete part of its
phrase stated below is omitted, but the reader can guess easily it is the
fragrance of Glow After Dark by JLO. Ellipsis is to omit a part of the sentence
to become clear. The headline has connotative meaning because the advertisement
itself is interesting. The denotative meaning of the advertisement above states
that if one uses the fragrance, one will feel like living free in natural
conditions, feeling sexual desire and full of strong feeling more else than how
one feel before. Connotative meaning is indeterminate and open-ended in the
same way as our knowledge and beliefs about the universe are open-ended. In
other words, any characteristic of the referent identified subjectively or
objectively may contribute to the connotative meaning of the expression which
denotes it (Leech, 1972).
15. Simile:
Change Your Hair As Often As You Change Your Mind
The
advertisement headline above was taken from The Vanguard newspaper of April 9,
2015. It is a hairdo advertisement for Jessica Simpson. It is simply a
hairstyle that can change one’s mind. The phrase ‘as often as’ has the same
meaning and the language style used in the headline advertisement above is a
simile. Simile has an explicit comparison between two things which has a
different reality. The words that are usually used are as…if, as…as, as like,
as though etc, the word ‘hair’ refers to the mind. The headline ‘you can change
your hair more often like you change your mind’, and it is same as Jessica do.
The headline contains connotative meaning. The denotative meaning is when one
changes your mood during the day you can express by following any kind of
Jessica’s simple hairdo because with that way one would get the different
appearance that matches with the person. Connotation and denotation places
emphasis on the text which can be on information, clarity, simplicity and
orderly arrangements are the qualities required for conveying the information
and achieving a similar effect on the target language reader as the source
language author produced on the original reader (Kennedy, 1991).
The following
are the summary of findings of this research work thus:
The Headlines
constitute crucial features in newspapers.
2. Personification connotatively creates
communicative and commercial value on an expression which has been received for
the readers.
3. The styles used in writing the words can
easily attract the readers to use the product.
4. Assonance helps to develop a particular mood
in the headline that corresponds with the subject matter.
5. Hyperbole is used to create humour,
excitement, distress and many other emotions, depending on the context just in
fig. 12 the word perfect has meant that having everything is necessary and
complete.
6. The researcher also discovered that ellipsis
can be used intentionally to meet a word, sentence or whole section from a text
without altering its original meaning just like the advertisement in fig. 14
Wild, sexy and… is intentionally left an incomplete part of its phrase stated
is omitted.
7. It was discovered that simile compares
inanimate and the living just like in fig. 15, the word hair is referred to the
mind, so the headline is you can change your hair more often like you change
your mind, and it same as Jessica do.
Summary and
Conclusion
In summary, the
researcher discussed the analysis of style in the headlines of The
Guardian and The Vanguard newspaper advertisement. The Headlines used
many short words that are not common in spoken English. Nevertheless, the
vocabulary and grammatical constructs used in them have become so culturally
ingrained, that they are often encountered even when there are no space
constraints. Data from the discussion revealed that the figures of speech used
in the advertisement have been ingrained in the minds of the readers, that they
hardly misinterpret any figure of speech used in a headline as it serves as a
strategy to convince or persuade the customer to purchase a particular product.
From the analysis, the researcher concludes that advertisements generally use
connotative meaning because connotative meaning has an extra meaning, compared
to the denotative meaning which indicates meaning truthfully, denotative does
not have extra meaning in it. The researcher used descriptive method for the
research design. The study also employed a descriptive method of analysis, was
six figures of speech were used: personification, alliteration, assonance,
hyperbole, ellipsis and simile as they relate to the component (headlines) of
the 15-newspaper advertisements which were randomly selected. From the
analysis, the researcher concluded that advertisements generally use
connotative meaning because connotative meaning has an extra meaning compared
to the denotative meaning which indicates with meaning truthfully, denotative
does not have extra meaning in it.
In conclusion,
the study was designed to analyze the figures of speech in the headlines
of The Vanguard and The Guardian newspapers advertisement. After
the presentation the data and discussion of data analysis, the study reveals
that figures of speech used in advertisement have been ingrained in the minds
of the readers, that they hardly misinterpret any figures of speech used in a
headline as it serves as a strategy to convince or persuade the customer to
purchase a particular product. This is evident with the use of figures of
speech which are personification, alliteration, assonance, hyperbole, ellipsis
and simile.
References
Alwasilah, C. A. (2002). New
Dialect Formation: The inevitability of colonial Englishes:Edinburgh:
Edinburgh University Press.
Anyacho, R. (2007). Advertising:
Principles and practice: The Nigerian Perspective:Nigeria:Tee jay
Enterprises.
Arens, W. (2002).Contemporary
Advertising: London: Irwin Publishers.
Babajide, A.O. (2000). Style
and Stylistics in Babajide A.O. Studies in English Language: Ibadan:
Enicrownfit Publishers.
Castillo, D. (2009). Research
in Information Sciences: An African Perspective: Ibadan: Stiriling-Horden
Publishers.
Courtland, P, &Arens, W. (1992).Strategies of Discourse Comprehension: New York, Academic Press,
Crystal, D. & Davy, D. (1969).Investigating English Style: London: Longman Group Limited.
Dijk, D. (1991).A
Linguistic Guide to English Poetry: Chicago: Longman.
Fodor, G. (2014). Discourse
and Literature: The Interplay of Form and Mind: Oxford: Oxford University
Press.
Foster, S. (1968). Media
Impact: An introduction to mass media (6th ed.): California: Thomson
Publishers.
Halliday, M.A.K & Matthiessen, M.I.M (2014).Language and style:Oxford, Basil
Blackwell.
Hornby, C. (1995). American
Newspapers in 1970s: New York: Hastings House Publishers.
Kennedy, M. (1991).English
Literature: A Student Guide. (2nd ed.): London: Longman Group Ltd.
Keraf, G. (1980). The
Type and Meaning of Banjo Language Reduplication: Indonesia: Gajah
MadaUniversity Press.
Keraf, U.(1994).Literature
as Social Discourse: London, Batsford.
Keraf, U. (2006). Linguistic
Terms and Concepts: MacMillan Press Ltd.
Knickerbocker, R. (1963). Critical Stylistics: London: Oxford University Press.
Kohli, P. (2007). A
typology of contact languages: Amsterdam: John Benjamins.
Kridalaksana, L. O. (1983). The Well Wrought Urn: Studies in the Structure of Poetry: London:
Methuen.
Leach, W. (1993). Land
of Desire.New York: Pantheon Books.
Leech, G. (1969). Linguistics,
Style and Language: England, London: Longman.
Leech, G. (1972). Semantics.Harmondswoth:
Penguin.
Leech, G. (2014). The
Linguistics Encyclopedia: London: New York: Routlegde.
Leech, G. (1985). Nice
Work:Harmondsworth: Penguin
Leech, G.N. & Short, M.H. (2001).Style in Fiction: A Linguistic introduction to English Fictional Prose:London:
Longman Group Limited.
Leech, G.N. & Short, M.H. (2007).Style in Fiction: A Linguistic introduction to English Fictional Prose:
London: Longman Group Limited.
Leech, G.N. & Short, M.N. (1981).Style and Fiction: An Introduction to English FictionalProse:
London: Longman Group Ltd.
Leech, G.N. (1981). Style
in Fiction: A Linguistic Introduction to English Fictional Prose.London:
Longman.
Matt, H. (2005). Brand
failures: London:Kogan Publishers.
Matthiessen, M. I .M. (1982).An Introduction to Functional Grammar: London: Oxford University
Press.
McChesney, R. (1928).Educators
and the Battle for Control of U.S. Broadcasting: USA: Rich Media.
Mode, M. A. (2005).A B
C in stylistics: PhD, Thesis (unpublished), Sokoto: Usmanu Danfodiyo
University.
Moloeng, H. (1980). Textual
Interaction: London: Routledge.
Morley, E. (1998). English
Stylistics: A Bibliography: Cambridge: M.I.T. Press.
Murray, E. Y. (1978). The
Concise Oxford Dictionary of Current English:London: Oxford University
Press.
Murry, M. (1978).Webster’s
New Collegiate Dictionary: London: Oxford University Press.
Orji, E.C (2013). A
Semantic Study of Newspaper Headlines in Thorn S. Mastering Advanced English
Language: New York: Palgrave.
Perniagaan, R. (1984). Community
Newspaper Use in Promoting Social Cohesion: Newspaper Research Journal,
32(1).
Reisigl, H. &Wodak, U. (2001). The Social Differentiation of English Advertisement: Cambridge:
Cambridge University Press.
0 Comments