THE LANGUAGE STYLE OF THE COMMERCIAL OF CAPRI-SONNE IN GERMAN

Abstract

This study was aimed at describing 1) the language style contained on the commercial of Capri-Sonne in German, and 2) the role of visual aspects contained on the  commercial of Capri-Sonne in German toward the advertisement’s text. This research was categorized into a descriptive qualitative study. The source of data was from the internet in the form of advertisement and pictures appeared on the web and online article during 2012-2014. The data included some lingual units namely words, phrases, sentences, and visual aspects of Capri-Sonne advertisement. The data were then collected through note-taking technique. The researcher herself acted as a human instrument in this study.  To analyze the data, referential identity method was employed. Further, validity test was implemented by using semantic validity, whereas reliability test was realized in the form intra-rater and inter-rater test. The results of this study revealed that 1) there were six categories of language styles contained on the commercial of Capri-Sonne in German including four ellipsis styles, three assonance styles, two metronomic styles, one metaphoric style, one eroticist style or rhetorical statement, and one denotative statement, 2) the role of visual aspects on the commercial of Capri-Sonne in German was realized on its models, sachets, and backgrounds.