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THE USE OF RHETORICAL FIGURES IN ADIDAS ADVERTISEMENTS

FOUND IN FACEBOOK STATUS UPDATES

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the Sarjana Pendidikan Degree in English Language Education

By

Gustav Viko Radityatama

Student Number: 131214090

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY YOGYAKARTA

2017

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

i

THE USE OF RHETORICAL FIGURES IN ADIDAS ADVERTISEMENTS

FOUND IN FACEBOOK STATUS UPDATES

A SARJANA PENDIDIKAN THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the Sarjana Pendidikan Degree in English Language Education

By


Student Number: 131214090

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY YOGYAKARTA

2017


vi

ABSTRACT

Radityatama, Gustav Viko. (2017). The Use of Rhetorical Figures in Adidas Advertisements Found in Facebook Status Updates. Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.

Nowadays, advertising industry is growing rapidly. There are many

companies that have already used digital advertising, such as social media. One of the social media that is very efficient in promoting products is Facebook. Facebook can display advertisements based on visitors likes, ages, genders, and any other information.

There are many strategies that can be used to persuade the readers as consumers to buy the product that is advertised. One of the strategies is by considering linguistic aspect. In the linguistic aspect, advertisers often use rhetorical figures in order to make persuasive effects. The researcher was interested in analyzing the types of figures that were used by the Adidas Originals company in advertisements that were uploaded on their Facebook status updates.

In this research, there were two research questions. The first research question is which schemes of rhetorical figures are used in Adidas Facebook status updates? The second research question is which tropes of rhetorical figures are used in Adidas Facebook status updates?

The researcher used the qualitative method. To analyze the data, the researcher used analisis wacana or discourse analysis technique. The researcher used the advertisements that were uploaded on Facebook by Adidas Originals as the main data. There were 43 statuses uploaded by Adidas Originals’ Facebook account. Those data were taken from the statuses uploaded from February 2017 until June 2017, which meant that these data were the recent data. To analyze the data, the researcher used 11 rhetorical figures from Vaičenonienė’s research. In promoting their products on Facebook, Adidas Originals used 8 from 11 rhetorical figures. Those 8 figures were repetition of sounds, syllables and keywords, synonymy, ellipsis, puns, wordplay, personification, simile, and overstatement. Besides, the researcher also concluded that there were some possible reasons why the rhetorical figures were used by Adidas Originals company in its advertisements that were uploaded on Facebook.

Keywords: rhetorical figures, Facebook, advertising, Adidas Originals


vii

ABSTRAK

Radityatama, Gustav Viko. (2017). The Use of Rhetorical Figures in Adidas Advertisements Found in Facebook Status Updates. Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.

Saat ini iklan sangat berkembang dengan pesat. Banyak perusahaan yang

sudah menggunakan iklan digital diantaranya media sosial. Salah satu media sosial yang sangat efisien dalam mempromosikan produk adalah Facebook. Facebook dapat menampilkan iklan berdasarkan apa yang pengunjung suka, berapa usia pengunjung, apakah pria atau wanita dan berbagai info lainnya.

Banyak strategi yang dapat digunakan untuk membujuk pembaca sebagai konsumen untuk membeli produk yang diiklankan, salah satunya dengan mempertimbangkan aspek linguistik. Pada aspek linguistik, pengiklan biasanya mengunakan figur retorika untuk mendapatkan efek persuasif. Peneliti tertarik untuk menganalisa jenis figur yang digunakan oleh perusahaan Adidas Originals dalam iklan yang ada di dalam unggahan status Facebook perusahaan tersebut.

Dalam penelitian ini, ada dua pertanyaan yang akan dijawab. Pertama, jenis schemes dari figur retorika apa saja yang digunakan Adidas Originals dalam iklan yang ada di dalam unggahan status Facebook perusahaan tersebut. Kedua, jenis tropes dari figur retorika apa saja yang digunakan Adidas Originals yang ada di dalam unggahan status Facebook.

Jenis penelitian ini adalah kualitatif. Dalam menganalisa data yang tersedia, peneliti menggunakan teknik analisis wacana atau discourse analysis. Peneliti menggunakan unggahan status Facebook dari perusahaan Adidas Originals sebagai data utamanya. Terdapat 43 status yang diunggah oleh akun Facebook Adidas Originals. Data yang diambil adalah status yang di unggah pada Februari sampai dengan Juni 2017, yang berarti data ini dapat dinyatakan sebagai data paling baru. Dalam menganalisa data, peneliti menggunakan 11 figur retorika dari penelitian Vaičenonienė. Dalam mempromosikan produknya di Facebook, ditemukan bahwa Adidas Originals menggunakan 8 dari 11 figur yang ada. Figur yang ditemukan tersebut antara lain, repetition of sounds, syllables and keywords, synonymy, ellipsis, puns, wordplay, personification, simile, overstatement. Selain itu, peneliti juga menyimpulkan beberapa kemungkinan alasan penggunaan figur retorika pada iklan yang digunakan perusahaan Adidas Originals di unggahan status Facebook mereka.

Kata Kunci: rhetorical figures, Facebook, advertising, Adidas Originals


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ACKNOWLEDGEMENTS

First of all, I would like to thank Jesus Christ, The Almighty One, for

blessing and guiding me to finish this research. His endless blessing always

strengthens and encourages me. He always guides me in my struggle time.

I would like to express many thanks for the solutions, patience, care, and

guidance so that I could finish my research to my research advisor, Truly

Almendo Pasaribu S.S., M.A. I also thank all of the English Language Education

Study Program lecturers, especially my academic advisor, Ouda Teda Ena S.Pd.,

M.Pd., Ed.D. , for teaching me throughout these years.

I dedicate my research to my family, my parents, Bapak Budi Hartono

and Ibu Maria Amrijati, my beloved little sister, Maria Sekar, my grandpa,

grandma, aunts, uncles, and cousins. I thank them for their forever love, support,

motivation, patience, care, and prayer. There is nothing which can replace them in

my life.

Last but not least, I would like to thank all of my friends in PBI. I thank

my friends Lumina, Kopketj, Aji, Hedwig, Vidy, Sion, Alfa, Titus, Acel,

Wisnu, Clara, Cika, Astri for the support, motivation, and sharing. I also give

my special thanks to Fransisca Erni for willing to accompany me doing the

thesis in her busy time.



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TABLE OF CONTENTS Page

TITLE PAGE .......................................................................................................... i

APPROVAL PAGES ............................................................................................. ii

STATEMENT OF WORK’S ORIGINALITY ...................................................... iv

PERNYATAAN PERSETUJUAN PUBLIKASI ......................................................... v

ABSTRACT ........................................................................................................... vi

ABSTRAK .............................................................................................................. vii

ACKNOWLEDGEMENTS ................................................................................. viii

TABLE OF CONTENTS ....................................................................................... ix

LIST OF TABLES ................................................................................................. xi

LIST OF APPENDICES ....................................................................................... xii

CHAPTER I. INTRODUCTION ............................................................................. 1

A. Research Background .................................................................. 1

B. Research Questions ..................................................................... 2

C. Research Significance ................................................................. 3

D. Definition of Terms ..................................................................... 4

CHAPTER II. REVIEW OF RELATED LITERATURE ....................................... 6

A. Theoretical Description ............................................................... 6

1. Advertisements ......................................................................... 6

2. Social Media as Advertisement Media .................................... 7

3. Facebook Status ....................................................................... 8

4. Rhetorical Figures .................................................................. 10

B. Theoretical Framework ............................................................ 15

CHAPTER III. RESEARCH METHODOLOGY.................................................. 18

A. Research Method ....................................................................... 18

B. Research Setting ........................................................................ 19

C. Research Data Source ................................................................ 19


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D. Research Instruments and Data Gathering Techniques ............. 20

E. Data Analysis Techniques ......................................................... 22

CHAPTER IV. RESEARCH RESULTS AND DISCUSSION ............................. 23

A. Schemes of Rhetorical Figures Used in Adidas Advertisements

Found in Facebook Status Updates ........................................... 23

B. Tropes of Rhetorical Figures Used in Adidas Advertisements

Found in Facebook Status Updates .......................................... 30

CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND

RECOMMENDATIONS ....................................................................................... 35

A. Conclusions ............................................................................... 35

B. Implications ...................................................................................... 36

C. Recommendations ..................................................................... 37

REFERENCES ....................................................................................................... 38

APPENDICES ....................................................................................................... 40


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LIST OF TABLES

Table Page

3.1 Rhetorical Figures Appeared in Adidas Advertisements ................................. 21

4.1 Schemes Which Used in Adidas Advertisements ............................................ 24

4.2 Tropes Which Used in Adidas Advertisements ............................................... 29


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LIST OF APPENDICES

Appendix Page

1. Account of Adidas Originals ............................................................................... 41

2. Sample of Facebook Status Updates ................................................................... 41

3. Data Clarification .................................................................................................. 42

4. Data Analysis ......................................................................................................... 46


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CHAPTER I

INTRODUCTION

This chapter presents four parts, namely the research background, research

questions, research significances, and definition of terms. In the research

background, the writer explains the reasons why choosing the topic and provides

some related studies of rhetorical figures. The researcher formulates two research

questions which will be answered in Chapter IV. The research significance

explains some points stating about the contribution of the research for some

parties. The definition of terms giving definition to some keywords used in the

research in order to make the readers understand about the study.

A. Research Background

Fumokong (2016) states that for many purposes in daily life, a writer or

speaker chooses words, syntactic expressions, and figurative languages. One of

discourse types which people consume every day is advertisement. Nowadays,

advertisements have become popular for modern people. Indirectly people are

being exposed to advertisements everywhere and everyday. Advertisements can

be found easily in television, magazine, newspaper, billboard or internet. Keegan

(2003) states that an advertisement is defined as what companies or people use to

introduce and sell their products, services, and ideas to others.


2

Advertisements are intended to create favorable images of the company or

its product, which should have a positive effect on profit figures. Language has a

powerful influence over people and also their behavior especially in the

advertising and marketing fields. To achieve this goal, advertisement discourses

try to influence or change the audience’s attitude with attractive language

(Janoschka, 2004). It is amazing how language has such of power in our social life

through advertisements.

Fumokong (2016) states that making advertisements is not an easy job.

Visual content and design might have a very great impact for the consumers, but it

is language that helps consumers to identify a product and remember it. In

addition, Goddard (2002) claims that an advertisement drives people to do exactly

what the advertiser wants through the language, whether or not the target audience

really needs the product.

The writer had already searched at Google Scholar search engine and

found that there was no journal related to rhetorical figures on Facebook status

updates. The writer found some journals which discuss Facebook status, such as

Dimensions of Self-Expression in Facebook Status Updates written by Kramer, A.

D., & Chung, C. K. or Facebook status updates: A speech act analysis written by

Joiner, R., et al. Therefore, the researcher would to find out what schemes and

tropes of rhetorical figures are used in advertisements found in Facebook status

updates specifically Adidas Originals Facebook.


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B. Research Questions

In this research, the researcher formulates two questions to be answered.

The questions are:

1. Which schemes of rhetorical figures are used in Adidas Facebook status

updates?

2. Which tropes of rhetorical figures are used in Adidas Facebook status

updates?

C. Research Significances

The result of this research is expected to be able to give the following

advantages:

1. The English Learners

The researcher expects the research will contribute to a new understanding

of rhetorical figures used in sentences, clauses, or phrases. The researcher also

expects the students will be more aware on how word can have more than one

meaning and function like what happens in rhetorical figures.

2. The Sociolinguistics Lecturers

The English Language Education Study Program has a Sociolinguistics

course. This course also deals with rhetorical figures as the topic. The researcher

expects this study can be an additional reference for the lecturers to design

interesting learning material related to the topic. Therefore, the sociolinguistics

lectures can encourage the students to give more effective explanation and help

them to write creatively.


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3. Future Researchers

The result of this research will give information and inspiration in

conducting other studies. The future researchers may try to find out the further

analysis about rhetorical figure. Besides, they will be encouraged to make a new

and deeper research in the same type of the research with the better reports.

4. The English Language Education Study Program Department

The findings of the research will enrich the knowledge of English teaching

learning process in the English Department. The results of the research will be

useful for finding problems and evaluating problems then planning the actions and

implementing the actions related to the process of English teaching and learning.

D. Definition of Terms

This section presents some terms that will help the readers in

understanding the study. They are rhetorical figures, social media advertising, and

Facebook. The explanation about those terms is discussed as follows.

1. Rhetorical Figures

Gleaves Whitney (2003) describes rhetorical figures as the various

rhetorical uses of language that depart from customary construction, word order,

or significance. According to McQuarrie and Mick (1996) rhetorical figures are

divided into schemes and tropes. The members of these schemes and tropes are

widely ranged from the familiar to the obscure one.

2. Social Media Advertising

Social Media Advertising in simple plain words means advertising via

social media. These media are designed to help people or companies establish


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social presence and inform others about their products and services (Kennedy,

2016). Nowadays, consumers spend a lot of time in their social media. Among

various social media, Facebook becomes the biggest and most popular and also

become the media which supports the opportunities between consumers and

advertisers.

3. Facebook

Facebook is an American for-profit corporation and an online social media

and social networking service based in Menlo Park, California. The Facebook

website was launched on February 4, 2004 by Mark Zuckerberg, along with

fellow Harvard College students and roommates, Eduardo Saverin, Andrew

McCollum, Dustin Moskovitz, and Chris Hughes (Carlson, 2010). The researcher

chose Facebook because it was found to be the most suitable information sharing

platform among the other social media and social networking sites Facebook has

rapidly growing over time becoming the biggest and the most popular social

networking site today with a population of over billion users (Facebook, 2012b)

and keeps growing. Many consumers use Facebook’s feature reviewing and

ratings (“likes”) as the means to seek recommendations, peer advice, and find

product information.


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CHAPTER II

REVIEW OF RELATED LITERATURE

In this chapter, the researcher presents a review about the theories used as

the bases of conducting the research. The discussion is divided into two major

parts, namely theoretical description and theoretical framework.

A. Theoretical Description

In this first part, the researcher provides the definition of advertisement,

social media as an advertisement media, Facebook status updates, rhetorical

figures in advertising, and the functions of using rhetorical figures in

advertisements.

1. Advertisements

According to Goddard (1998), an advertisement is a text which aims to

gain attention from the readers. However, she notes that not all texts, which make

the readers pay attention to, are advertisements. There are other characteristics

that should be possessed by a text to be classified as an advertisement. One of the

characteristics that should be possessed by an advertisement is giving benefit to

the company behind the advertisement. Besides, Goddard (1998) describes that

the benefit is not only in the form of money or other materials, but also in a less

tangible attainment such as “enhancement of status or image” (p. 7).

Further, Goddard (1998) describes the purpose of advertising is not just for

the commercial branded product, but also for the idea of texts that can enhance the

image of an individual, group, or organization. Advertisements are parts of the


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way we construct our ideas about the world around us; what people are like, who

does what, who is important and why, what we should worried about, and so on.

Goddard (1998) describes advertisements as systems of language where readers

have momentary “conversation” with the advertiser, and as a form of

communication, advertisements aim to persuade, give the benefit to company

behind, and is addressed to many people.

2. Social Media as Advertisement Media

Since the technology has more developed, many advertisers use online

media to promote their products, such as website, social media, and smartphone

apps. According to Kennedy (2016), these media are designed to help people and

companies establish social presence and inform others about their products and

services. Social virtual environment or known as social media is preferable by

most companies to promote their brand and products. According to Tuten (2008),

there are three reasons of using social media as an advertising media.

a. Measurement and Accountability

The statics of consumers’ responses is measureable. According to Tuten

(2008), in the early history of online advertising offered limited metrics, like page

views and click-through rates for banner ads. Now that technology has developed,

people can monitor the length of time visitor spends at a site, the specific pages

that he or she views, where on the screen the mouse move, the number of times a

streaming video is played, how frequently a visitor comes to a site, purchase

conversion, and more. It is clearly that the possibility of accounting for

advertising effectiveness is a factor that makes online advertising driving growth.


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b. Consumer Reach

Tuten (2008), states that consumers spend a lot of time on social media.

Looking at the internet activities, it is easy to see how users’ behaviors drive

online advertising. Internet users spend much of their time online e-mailing and

advertisers send permission e-mails and embed display advertisements in some e-

mail sites. Searching using search engines like Google or Yahoo! are primary

activities and search engines advertising follow that behavior.

c. Technology – Driven Engagement Opportunities

The last reason of using social media as an advertising media according to

Tuten (2008), is technology-driven of social media supports the engagement

opportunities between the advertisers and consumers. The opportunities created

by technological advances affect the way how advertising is created, targeted and

delivered as well as the manner of the consumers with those opportunities.

3. Facebook Status

Facebook has grown expotentially overtime to become the biggest and

most popular social media today with a population of over one billion users and

still counting (Facebook, 2012b). When publishing a status update to Facebook,

people can create linked words that contain either site or name of another

Facebook user. By doing so, people who read the status update will find a way to

view the page or individual the user is referencing. In advertising, this eases the

promotion process, since the message can be delivered effectively.

In every advertisement, there should be interaction between the consumer

and the advertiser, which is called discourse. According to Cook (2001), discourse


9

is seen as a communication that involves many elements interacted in coherence.

A Facebook status is a feature which allows users to discuss their thoughts,

whereabouts, or important information with their friends. Facebook status can turn

into a potential discourse element to communicate with million users with

persuasive language that can urge them to make a purchase over a product. Figure

2.1 shows the example of status updates on Facebook.

Figure 2.1 Example of Facebook Status Updates


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Facebook status is also known as Facebook status updates. It is a feature

that allows users to post content on their profiles, their friends’ wall. Facebook

news feed have 63,206 maximum characters. The users can insert links, photos,

videos, or tag a place the users want to share as well.

4. Rhetorical Figures

Keegan (2003) states that language used in advertisements should be

attractive, convincing, and persuasive. A lot of advertisers use rhetorical figures to

promote their products. Rhetorical figures are what make advertisements language

more catchy and memorable. There are many definitions of rhetorical figures

offered by experts. According to Corbett (1990), a rhetorical figure or a figure of

speech is a “generic term of any artful deviations from the ordinary mode of

speaking or writing.” (p. 426). Meanwhile, Goddard (1998) describes rhetorical

figures as an artful deviation in the form taken by statement. Moreover, the artful

deviation makes advertisement texts sometimes more dramatic than the program

or article they punctuate.

There are many researchers who studied about rhetorical figures in

advertisements (Ogilvy, 1964; Caples, 1974, Leigh, 1994; McQuarrie and Mick,

1992; Tom and Eves, 1999). According to Leigh (1994), rhetorical figures are

used in over 74% of all advertisements headlines. This finding shows that

rhetorical figures are important in advertisements. In order to engage more

costumers, companies use discourse that can gain the people’s interest. For

engaging more users, Facebook uses an unexposed discourse called status. Status

is a feature of Facebook which is able to engage the users with a textual discourse


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that contains rhetorical figures. The figures derive the perception of quality that

consumer perceive. Thus, they make a purchase over the products.

In order to promote the products, there are two figure classifications.

Mulholland (1994) and Corbett (1990) categorize rhetorical figures into two

groups, namely scheme and trope. Scheme is defined as word arrangement and

trope is defined as meaning arrangement (Corbett, 1990). Each classification has

different style or strategy that will be explained further.

a. Schemes

Mulholland (1994) and Corbett (1990) define schemes as figures of speech

that deals with deviation of word arrangement. They can be found in the syntax,

sound, and letter of words in advertisements. Vaičenonienė (2006) schemes which

are mostly used by advertiser can be divided into three figures, namely repetition,

omission, composition (as cited in The Language of Advertising - Analysis of

English and Lithuanian Advertising Texts)

1) Repetition

According to Corbett (1990), repetitions aim to create a mnemonic effect

that makes people remember the words shown in advertisements. Meanwhile,

Vaičenonienė (2006) defines repetitions as figures that re-occur a substance in

advertisements more than one time. Further, it creates a high emotional and

expressive value. He divides repetition into three kinds, namely repetition of

sounds, syllables, and keywords.

Example [1]: finger of fudge the best four by four by far (Repetition of sound)

[2]: Performax protect to the max (Repetition of syllable)


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[3]: The best in the business (Repetition of keyword)

2) Enumeration

Enumeration is a repetition by summarizing positive or negative values to

create the illusion of quality and superiority.

Example [1]: Dinner party. House party. Disco party. The Disaronno Sour adds

a new twist to being out or just being.

3) Synonymy

Synonymy is a repetition of positive or evaluative description to create the

illusion of quality, superiority, and prestige.

Example [1]: The 1st high-intensity permanent1 color with micro-minerals and

ultimate-staying2 power. 100% intense1. 100% long-lasting2.

4) Omission

According to Vaičenonienė (2006), figures of omission stand in contrast

with figures of repetition, as they avoid verbosity and aim at an intentional

omission of words and phrases. Goddard (2003) states that there are two kinds of

figures of omission; ellipsis and preterition (as cited in Vaičenonienė, 2006).

a) Ellipsis

Goddard (2002), defines ellipsis as “the omission part of a structure.” (p.

123). Further, Cook (1996) states that the use of ellipsis is to create informality.

The use of ellipsis makes the complete sentence become an incomplete sentence,

and as long as it is used in the right track, for example in advertising, it is helpful

for both the advertisers and the audiences.


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Example [1]: So good, that it speaks for itself.

b) Preterition

Preterition is a figure which involves incomplete sentences with ending

marked by dots in order to create an intrigue and arouse imagination. The readers

are involved in text creation in that he/she has to fill in the missing parts of the

sentence, in order to find the meaning of the lexis (Vaičenonienė, 2006)

Example [1]: Darwin may have the theory…But we’ve got the keys.

5) Composition

Koženiauskienė (2001) describes that composition is dealing with specific

composition of words, phrases or sentences, their regrouping, interchangeability

or similar distribution in subsequent phrases. The function of figures of

composition is to engage the emotions and creation of an aesthetic feeling which

contributes to memorability of the advertising message. There are two types of

rhetorical figures composition, namely puns and wordplay. Goddard (2003)

divides puns into two more categories, polysemy and homophony (as cited in

Vaičenonienė, 2006).

a) Puns

Goddard (2003) defines puns as a comic play on words as a result of a

word having more than one meaning which is polysemy, or two words with

different meaning but having the same sound which is homophony as cited in

Vaičenonienė, 2006.

Example [1]: Absolut Vodka. Absolut Attraction. (Polysemy)


14

[2]: It’s better to shower with this mousse… (i.e. moose and mousse are

homophonous words) (Homophony)

b) Wordplay

Wordplay is a composition that results on rhyming words. Further, the

repetition of syllable or sounds can be categorized as wordplay as well since they

are rhyming.

Example [1]: I’d murder a burger. Refreshingly honest.

b. Tropes

Tropes are also known as the transference of meaning. Leech (1969) states

tropes create deviation on the semantic level. Meanwhile, Mulholland (1994) and

Corbett (1990) define trope as figure of speech that are selective of words and

ideas that cause unexpected twist in the meaning. These figures are mostly used

by the advertiser to plant a ‘new’ perception without noticed by the reader.

Smetonienė (2001) mentions four rhetorical figures which are mostly used by

advertisers, namely metaphors, personifications, similes, and overstatements (as

cited in Vaičenonienė, 2006).

1) Simile

Keraf (2009, p. 138) states that ‘simile is the comparison which has

explicit nature’. The explicit meaning is to say something directly which is same

with the other things. It needs the way explicitly that showed similarity, by the

word or phrase such as like, seems, as, or than. Simile is intended to helping

emphasize positive values of the advertised object or to strengthen emotional

representation of a certain aspect in an imaginative way (Vaičenonienė, 2006)


15

Example [1]: John’s style as funny as a barrel of monkeys

2) Personification

According to Vaičenonienė (2006), personification is a figure that gives

inhuman object or advertised object human being, which makes it seems more

attractive and familiar. Personification helps the readers to create vivid image of

the effect after using the product.

Example [1]: Add spice to your life with seductive perfumes that speak of

elegance, modernity, and sensuality.

3) Overstatement

Overstatement is an act of stating something more than it actually is in

order to make it more serious, important, or beautiful. Some researchers call

overstatement as hyperbole. Leech (1969) states hyperbole concerns with personal

values and sentiments. Further, he argues that readers cannot judge clauses or

sentences which contain hyperbole as true unless they understand the author’s

mind. Overstatement might be seen as exaggerating by the readers, but not for the

advertisers, they are probably serious in saying that.

Example [1]: My left leg weights four tons, I can’t move for thousand years.

B. Theoretical Framework

The focus of this study is to analyze the use of rhetorical figures in Adidas

advertisements found in Facebook status updates. There are two research

questions in this study, which are: Which schemes of rhetorical figures are used in

Adidas Facebook status updates? and Which tropes of rhetorical figures are used


16

in Adidas Facebook status updates? There are two major theories used in this

research, which are theories of advertisements and rhetorical devices. These

theories are used as guideline in analyzing the data.

Advertisements are texts which aim to gain attention from the readers, and

text could be classified as an advertisement if it has characteristic which is giving

benefit to the company behind the advertisement (Goddard, 1998). In order to

gain attention from the readers, advertisers use many strategies. Keegan (2003)

states that language used in advertisements should be attractive, convincing, and

persuasive. A lot of advertisers use rhetorical figures to promote their product,

because rhetorical figures are what make the advertisement’s language more

catchy and memorable for the readers.

According to experts, (Goddard, 2003; Corbett, 1990) rhetorical figures

described as an artful deviation in the form taken by statement which makes

advertisement texts sometimes more dramatic than the program or article they

punctuate. Rhetorical figures are traditionally classified into two parts, namely,

schemes and tropes. Based on Vaičenonienė’s classification, there are 13 types of

rhetorical figures used in advertisements. Using Vaičenonienė classification, the

researcher aims to find which schemes of rhetorical figures are used in Adidas

Facebook status updates? and Which tropes of rhetorical figures are used in

Adidas Facebook status updates?

Online media such as website and social media are designed to help people

and companies to establish social presence and inform others about their products

and service. (Kennedy, 2016). One of the social media that is very effective and


17

efficient in promoting products is Facebook. Facebook was found to be the

biggest and the most popular social networking site today with a population of

over billion users (Facebook, 2012b) Many consumers used Facebook main

feature for reviewing and ratings (“likes”) as the means to seek recommendations,

peer advice, and find product information.

Kennedy (2016) adds social virtual environment or known as social media

is preferable by most companies to promote their brand and products According to

Tuten (2008) there are three reasons of using rhetorical figures in advertisements,

especially in social media. First, the static of consumer’s responses is

measureable. Second, consumers spend a lot of time in social media. Last,

technology – driven of social media, supports the engagement opportunities

between the advertisers and consumers.


18

CHAPTER III

METHODOLOGY

In this chapter, the researcher presents the research methodology which

covers research method, research setting, research sample and population,

research instrument, data gathering technique, and data analysis technique.

A. Research Method

In this research, there are two research questions. The first research

question is which schemes of rhetorical figures are used in Adidas Facebook

status updates? The second research question is which tropes of rhetorical figures

are used in Adidas Facebook status updates? In order to answer both research

questions, the researcher used qualitative research method. According to Fraenkel

and Wallen (2003), qualitative research is all kind of studies which investigate the

quality of relationships, activities, situatuions, or materials. Besides, the data

collected are in the form of descriptive rather than numerical or statistical data.

However, the use of numerical data can be integrated to make the result more

understandable.

To be more specific, there are several methods that can be used in

conducting qualitative research. Some of them are content analysis, case study,

and discourse analysis. This research applied one method of qualitative inquiry

which is discourse analysis method. According to Fasold and Linton (2006),

discourse analysis is the analysis of language above and beyond a mere the

accumulation of sounds, morphemes, words, clause, and sentences. Furthermore,


19

Cohen, Manion, and Morrison (2011) state that this method is focused on a power,

domination and construction, and reproduction of power in text and conversation,

language in social context, and interaction. In this research, the form of the

interaction being analyzed are Adidas advertisements found in its Facebook status

updates from February until June 2017.

B. Research Setting

The researcher conducted this research on January until August 2017. The

first step was looking for the data. It was conducted on January 2017. As a result,

the researcher chose Adidas Original Facebook as the main source for the

research. The second step was gathering the data from the Facebook, on January

until June 2017. Last, the data analysis was started from July until August 2017.

Since the data did not deal with human interaction and field study, the specific

place was not required in conducting the research.

C. Data Source

The data used in this research consisted of the newest or current products

of Adidas from February until June 2017. Therefore, the data used in this study

were considered as up to date and more reliable.

D. Research Instruments

In order to obtain valid data to answer the research questions, the

researcher used two different types of research instruments.


20

1. Human Instrument

According to Lincoln and Guba in Ary, Jacobs, and Sorensen (2008, p.

424), human can take a role as an instrument. They explain that in qualitative

research, the researcher needs a flexible instrument to portray the complexity of

human experiences. Furthermore, Poggenpoel and Myburgh (2003) state that

researcher as research instrument means that the researcher is the key in obtaining

the data. From those concepts, the role of human instrument is to collect or gather

the data.

E. Data Gathering Techniques

First, the researcher decided the sample that would be used in the research.

In deciding the sample, the researcher used purposive sampling method, which

means the sample selected was believed to provide necessary information for the

research. The samples were Adidas advertisements found in Facebook status from

February until June 2017. Since the samples were English advertisements, the

researcher ignored any advertisement which was not in English.

In gathering the data, the researcher used coding categories as the

technique. According to Fraenkel and Warren (2016), applying coding categories

is a technique used in document analysis research. Moreover, the researcher could

determine the coding categories to get the data before or during the analysis

(p.485). In this research, the coding categories were determined from previous

studies, knowledge, and theories related to the topic investigated in this research.

Table 3.1 shows how researcher answered the both research questions aimed to


21

identify types of rhetorical figures found in Adidas advertisements in Facebook

status updates.

Table 3.1 Rhetorical Figures appeared in Adidas advertisements

F. Data Analysis Technique

Before starting the data analysis, the writer copied Adidas advertisements

from Adidas Originals Facebook’s account. After that, the researcher classified

the advertisements using theory of rhetorical figures by Vaičenonienė (2006).

Thus, the researcher could find out which schemes and tropes of rhetorical figures

used in Adidas advertisements.

The next step was writing up the report. The researcher wrote up the report

based on the data analysis. The report was not in numerical or statistical data, but

the researcher used words to explain the result of the research. Yet, numerical data

were also included to make the result more understandable.

In this research, the researcher did two methods to validate the data,

namely member checking and peer debriefing. In member checking, the

researcher verified the data with other researchers who conducted the similar

research topic. In peer debriefing, the researcher verified the data with his

Data Number Facebook status

Rhetorical

Figures

1

2


22

research advisor. The researcher asked them to check the data by providing the

data in the table (as seen in the 3.1). After being checked by other researchers and

research advisor, the researcher got a review about the data.


23

CHAPTER IV

RESEARCH RESULT AND DISCUSSION

This chapter presents the analysis of the study based on the two research

questions presented in chapter I. The first research question aims to find out which

schemes of rhetorical figures are used in Adidas Facebook statuses. The second

research question aims to find out which tropes of rhetorical figures are used in

Adidas Facebook statuses. The data used to answer those two research questions

were obtained from 43 English status updates found in Adidas Facebook’s

account which is Adidas Originals by using theories presented in chapter II.

A. Types of Rhetorical Figures in Adidas Advertisements

In analyzing the data, the researcher used the classification of rhetorical

figures by Vaičenonienė (2006). According to his classification, there are 12 types

of rhetorical figures which are divided into two big categories, namely schemes

and tropes. Those rhetorical figures were repetition, which consists of repetition

of sound, syllables, and keyword, enumeration, synonymy, ellipsis, preterition,

polysemy, homophony, puns, wordplay, methapor, personification, simile, and

overstatement.

1. Schemes of Rhetorical Figures Used in Adidas Advertisements

As described in the previous part, schemes deal with the deviation of

words arrangement (Corbett, 1990). In this case, the deviation of words is

arranged by Adidas on its Facebook status update. The deviation of words is able

to represent what the company wants to deliver, in order to persuade the


24

consumers. The deviation of words can empower people to believe what the

company say in their advertisements upon their advertised product. The schemes

which used in Adidas Advertisements could be seen in the Table 4.1.1.

Schemes Frequency Number

Percentage

Repetition 8 17.8% Synonymy 2 4.4% Ellipsis 30 66.7% Polysemy 4 8.9% Wordplay 1 2.2%

Total 45

Table 4.1.1 Schemes Used in Adidas Advertisements

The researcher found that Adidas advertisements contain some rhetorical figures

specifically schemes. There are repetition which consists of repetition of sound,

syllables, and keyword, synonymy, ellipsis, polysemy, and wordplay.

a. Repetition

The first scheme used in Adidas Facebook status is repetition. Repetition

repeats same exact sound(s), syllable(s), and keyword(s) from the previous part in

a statement (Vaičenonienė, 2006). In this research, eight Adidas advertisements

used repetition. The following sentences are the example of Adidas

advertisements which used repetition of rhetorical figures.

[1] Influenced by originality. Inspired by each other. #SUPERSTAR: http://a.did.as/61808V1sg

[2] AW Inside-Out Zip Up, AW Soccer Jersey, AW Inside-Out Jogger and AW Skate. #adidasOriginalsxAW

The purpose of employing repetition in advertisements is to give specific

information. The advertisement [1] can be categorized as repetition because there


http://a.did.as/61808V1sg

25

are repetitions in the form of phrases. The advertisement [1] repeated ‘V2 + by’ in

the phrases influenced by and inspired by. The advertiser uses repetition in order

to make the advertisement seems appealing to be heard by the readers.

Furthermore, the advertiser can make the sentences more organized and

memorable so that the audiences remember the words from the advertisement.

Next, the advertisement [2] is repeating the word ‘AW’ which is the

abbreviation of ‘Alexander Wang’. Alexander Wang is an American fashion

designer, and in this case, the advertised products are inside-out zip up, soccer

jersey, inside-out jogger and skate shoes designed by Alexander Wang. The

advertiser intensifies the word ‘AW’ as the selling point by keep repeating the

word ‘AW’

b. Synonymy

The researcher finds two synonymies from the data. According to

Vaičenonienė (2006), synonymy is repetition of positive or evaluative description

to create the illusion of quality, superiority, and prestige. The following are the

synonymy found in the Adidas advertisements.

[3] Dej Loaf doing it her own way. #ORIGINALis

[4] Brave. Bold. Raw. #CAMPUS is available June 15th.

In order to define the product, the advertisement [3] uses synonymy or

evaluative description in a form of phrase ‘doing it her own way.’ Those words

restate in the next phrase as #ORIGINALis. The phrase #ORIGINALis has the

same meaning with the phrase ‘doing it her own way’ which is created directly

and personally by a particular artist; not a copy or imitation. The advertiser puts


26

synonymy in the advertisement in order to make an illusion of the quality product.

Another, getting this kind of exposure, the readers possibly recall this kind of

advertisement easily.

While, in the advertisement [4] synonymy is put in the words Brave. Bold.

Raw. These three words have the same meaning and it restated each other. The

words in the advertisement can be categorized as synonymy because basically

they are similar in meaning, but they sound and look different. These synonymy

occurs beside to make an illusion of quality, superiority and prestige, it also give

the advertisement recalling effect towards the readers by intensifying some words

that make the advertisement remarkable.

c. Ellipsis

The advertiser uses this figure in their 30 Facebook status. Goddard (2002)

defines ellipsis as “the omission part of a structure.” This figure usually is used to

create informal atmosphere by making the complete sentence becomes an

incomplete sentence. The example [5] and [6] are the examples of ellipsis found

in Adidas advertisements.

[5] Influenced by originality. Inspired by each other. #SUPERSTAR:


[6] Inspired by the Original. Reimagined by @Pharrell Williams.

The main function of ellipsis is to create informality in advertisements. In

this case, pictures added to accompany the status. The pictures help the readers to

find the context implied by the ellipsis. In the advertisement [5], the advertiser is

omitting the subject and linking verb. The advertisement [5] should be ‘This



27

product is influenced by…’ and ‘This product is inspired by…’. The

advertisement [5] Influenced by originality. Inspired by each other.

#SUPERSTAR: http://a.did.as/61808V1sg accompanied by a picture a two young

boys wear Adidas Superstar shoes and a link to go to Adidas online store

specifically on the Adidas Superstar part. When the readers only read the status,

they might not understand the phrases Influenced by, and Inspired by meant or

what thing being influenced by originality and inspired by each other. The

sentence could be considered unclear, incomplete, or even does not have any

meaning. By seeing the picture or clicking the link, the readers could find the

context of the phrases being omitted, which was Adidas Superstar.

Next, it is the same case with the advertisement [5]. In the advertisement

[6] the advertiser is omitting the subject and linking verb. The advertisement [6] it

should be ‘This product is inspired by…’ and ‘This product is reimagined by…’.

The advertisement [6] Inspired by the Original. Reimagined by @Pharrell

Williams is accompanied by a video which shows a new concept of Adidas shoes

created by Pharrell Williams. By watching the video, the readers could find the

context of the phrases being omitted, which is Adidas new concept shoes by

Pharrell Williams. Instead of saying the complete sentence, the advertiser omits

the advertisement in order to sound informal and to the point.

d. Polysemy

Polysemy is a pun which is defined as a comic play on words as a result of

a word having more than one meaning. Vaičenonienė (2006) adds the dominant

function of this figures is to create an aesthetic feeling which contribute to



28

memorability of the advertising message. Based on the findings, there are four

Adidas advertisements employed polysemy. The advertisements which use

polysemy are mentioned as follows.

[7] Inspired by the Original. Reimagined by @Pharrell Williams.

[8] The Superstar. A symbol for inspiring future icons like Petra Collins. #ORIGINALis

In the advertisement [7], the advertiser uses the word Original that has dual

meanings. Original can be interpreted as a piece of work by a famous artist or

designer or Adidas product series. However, the context of the advertisement is

taking part in the interpretation of the word Original. The advertisement [7] is

accompanied by a video which shows a new concept of Adidas shoe created by

Pharrell Williams. Therefore, the word Original in the advertisement [7] does not

merely mean a piece of work by a famous artist or designer. Instead, the word

Original referred to Adidas product series as shown in the video. The advertiser

intends to give a message to the readers that the entire Adidas products are the

first one made and do not copy any other product.

In the advertisement [8], polysemy is found in the word The Superstar. It is

the same case as the advertisement [7], in the advertisement [8], the advertiser

puts in the word The Superstar which has dual meanings. The Superstar could be

defined as an Adidas shoe product or an extremely famous actor, singer, or

musician. The advertisement [7] is accompanied by an image of Adidas Superstar

shoes. By looking to the image, the readers could find that the context of the word

The Superstar is Adidas shoe product. The advertiser employs polysemy not only


29

to get the attention of the readers, but also to show that is a superstar so that the

readers believe that they have great quality.

e. Wordplay

According to Vaičenonienė (2006), wordplay intends to compose and

select words that result on rhyming words in the sentence. Further, it can be

categorized as repetition but only in the ending sound of words. The researcher

only finds one wordplay from the data as listed.

[9] Nostalgic and futuristic. #SneakerExchange in SS17 brings together

END. and Bodega to reinterpret #HAVEN and #INIKI Runner.

Available July 8th.

Wordplay [9] repeats the sound /-ic/ on the end of the word nostalgic and

futuristic. The advertiser intentionally makes rhyme by picking the words which

have similar sound ending. The advertiser draws attention from the readers and

makes the advertisement memorable by rhyming the words.

2. Tropes of Rhetorical Figures Used in Adidas Advertisements

The second type of rhetorical figures is tropes. The advertisers use this

figure to plant a ‘new’ perception towards their products without being noticed by

the readers. Mulholland (1994) and Corbett (1990) define tropes as figures of

speech which selected words and ideas, and cause unexpected twist in the

meaning. The tropes which are used in Adidas Advertisements could be seen in

the Table 4.1.2

Tropes Frequency Number

Percentage

Personification 4 22.2%


30

Simile 1 5.6% Overstatement 13 72.2%

Total 18

Table 4.1.2 Tropes Used in Adidas Advertisements

The researcher finds that Adidas advertisements contain 18 tropes. There were

personification, simile, and overstatement.

a. Personification

The first trope used in Adidas Facebook status is personification.

Personification is a figure of speech that gives unanimated object, the human

being quality. According to Vaičenonienė (2006), personification is figure that

gives inhuman object or advertised object human being, who makes it, seems

more attractive and familiar. There are four personifications from the data as seen

in the example [10], [11], [12], and [13].

[10] Adidas SPEZIAL SS17 turns its attention to the parallels between

British casual culture and Jamaican reggae culture.

[11] Women’s Summer apparel translates pure sportswear sensibilities

into a range full of colour and energy.

[12] Drawing from a 70s athletic culture, 70s Apparel born from the

adidas archives for a modern aesthetic. Available this month.

[13] The three-stripe suede style embodies a fearless spirit. Releasing June 15th.

The entire product in this study are inhuman objects. Therefore, the

advertiser deviates the quality of the product by giving human and living quality.

Personification [10] gives the shoes human ability to draw attention. Meanwhile,


31

shoes are objects and they do not have ability to draw attention. Giving the human

quality, the advertiser wants the readers to know that the shoes adapted from

British casual culture and Jamaican reggae culture as the main feature.

Next, personification [11] gives the human quality to the product, by

stating it can translate. The product advertised is women’s summer apparel consist

of tank top and short pant. These product are inhuman object and do not have

translating ability. The advertiser wants the reader to know that the product has

sportswear sensibilities and a lot of bright colors. The advertiser gives the human

ability in order to ease the message to the readers.

In the advertisement [12], the human quality is put in the word born. Born

is an adjective which mean to be brought into life by the process of birth. The

word born gives the impression that the Adidas 70s apparel product grown or

originated from the Adidas archives for a modern aesthetic. The advertiser uses

the personification to bring the product to life, so that their nature or action is

understood in a better way.

Last, in personification [13,] the human quality is put in the word

embodies. Embodies is a plural form of a verb, embody, which means to represent

a quality or an idea exactly. The personification imagine the ‘The three-stripe

suede style’ as an animate object that is able to represent or materialize ‘a fearless

spirit’. Giving the human quality exposure, the advertiser aims to enhance the

quality of the product.


32

b. Simile

According to Corbett (1990) and Leech (1969), simile is a figurative

language which gives an explicit comparison between two things of unlike nature

that yet have something in common, simply it compares one object to another.

Based on the findings, there is one Adidas advertisement which uses simile.

[14] The Superstar. A symbol for inspiring future icons like Petra Collins.

#ORIGINALis

The Adidas advertisement [14] claims that their product The Superstar

could be an inspiring future icons like Petra Collins. In example [14], The

Superstar is compared to Petra Collins who is a Canadian artist, photographer,

fashion model, and director. Since it is compared to an inspiring person, the

advertiser wants their product to be considered as a precious or valuable thing.

c. Overstatement

Overstatement can be described as act of stating something more than it

actually is in order to make it more serious, important, or beautiful. Leech (1969)

states overstatement concerns with personal value and sentiment. Based on the

findings, there are thirteen Adidas advertisements which use overstatement. The

examples of the advertisements can be seen in the example [10], [11], [12], and

[13].

[10] High fashion couture meets the 90s with Dej Loaf. #ORIGINALis.

[11] The Tennis Hu. A brand new model, and @Pharrell Williams’ first

ever signature shoe.


33

[12] YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE

US ON JUNE 4 2017

[13] Redefining conventions, even at maximum chill. Petra Collins is challenging what #ORIGINALis.

The main function of using overstatement is to exaggerate ideas for the

sake of emphasis. Overstatement [10] appears as an adjective form in the

sentence. The Adidas advertisement [10] uses overstatement in the word high.

This overstatement emphasizes the quality of the product design using

exaggerated adjective, high. The word high, gives a perception to the readers that

the fashion couture has a great quality among all similar product.

Next, overstatement [11] appears as a phrase form in the sentence. In

overstatement [11], the exaggeration is put in the phrase first ever. The advertiser

uses phrase first ever in order to give the reader the exaggerated quality perception

about the product model.

In the advertisement [12], overstatement appears as an adverbial form. The

advertisement [12] uses overstatement in the word EXCLUSIVELY. This

overstated YEEZY POWERPHASE will be available in the United States only on

June 4, 2017. The advertiser also wants to emphasize that the product advertised

is very important and should not be missed.

Last, the same case with overstatement [10], overstatement [13] appears in

an adjective form in the sentence. The advertiser puts overstatement in the word

maximum. This overstatement shows an exaggeration effect through the Adidas

product advertised. The presence of overstatement exaggerates the product design


34

quality. The advertiser uses overstatement in order to emphasize that Adidas could

design both formal and casual product.


35

CHAPTER V

CONCLUSIONS, IMPLICATIONS, AND RECOMMENDATIONS

This chapter summarizes the major findings of the research and presents

their limitations. Moreover, this chapter also present recommendations for the

future research and current practice.

A. Conclusions

As formulated in Chapter I, there were two research questions needed to be

answered. The first research question was devoted to find out the schemes of

rhetorical figures which used in Adidas Facebook status updates. Meanwhile, the

second research question was devoted to find out the tropes of rhetorical figures

which used in Adidas Facebook status updates.

In conducting the research, the researcher used the classification of

rhetorical figures by Vaičenonienė (2006) According to his classification, there

are 11 types of rhetorical figures which divided into two big categories, namely

schemes and tropes. There were 5 of 7 schemes of rhetorical figures found in

Adidas Facebook status updates. Those schemes were repetition of sounds,

syllables, and keywords, synonymy, ellipsis, puns, wordplay. There were 3 of 4

tropes of rhetorical figures found in Adidas Facebook status updates. Those tropes

were personification, simile, and overstatement. Other findings from the research

were ellipsis as the most frequent figures appeared in Adidas Facebook status

updates (30 appearances), and followed by overstatement (13 appearances.)


36

In addition, the researcher found that there were 61 reasons for using

rhetorical figures in the data. The advertiser employed rhetorical figures in order

to gain attention from the readers, for example a simple thing such as polysemy

could persuade the readers to make a purchase or change their purchasing

decision. Besides to gain the readers’ attention, rhetorical figures could build the

readers’ perception toward the advertised products’ quality. Last, rhetorical

figures helped the advertiser ease the messages to the readers, and lead the readers

to greater memorability, and recall.

B. Implications

The English Language Education Study Program (ELESP) of Sanata

Dharma University has a course, named Sociolinguistics. This subject focuses on

studying language in relation to social factors, including differences of regional,

class, occupation dialect, gender differences, and even discourse in

advertisements. The course involves some rhetorical figures such as synonymy,

ellipsis, polysemy, and wordplay. Lecturers can use advertisements as the media

to teach that topic. By using innovative and creative media such as

advertisements, the lecturer can increase students’ willingness and curiosity to

follow the course. Students might find something new through the advertisements

that they do not find in Sociolinguistics class.

The lecturer can also use advertisements to help the students find out how

advertisement languages can change people’s perception or their point of view

towards the advertisements, and persuade them to buy the products. Moreover,


37

using advertisements as teaching materials enables students to dig deeper into new

vocabularies.

C. Recommendations

After conducting the research, the researcher has some recommendations.

The recommendations are addressed to advertisers, and future researchers.

1. Advertisers

This research is also expected to be beneficial for the advertisers. Learning

this research, the advertisers will understand the important role of language in

advertisements. Using rhetorical figures in advertisements is considered to be the

best solution since those rhetorical figures can persuade people as the readers of

advertisements. It also makes the advertisements more interesting. Since there are

already many companies and business groups which compete to promote their

products, this study also provides many ways of promoting using language which

might give an innovative or an original idea for the readers.

2. Future Researchers

This research only focuses on analyzing rhetorical figures which appear in

online social media, specifically in Adidas advertisements in Facebook status

updates. The researcher suggests that the future researcher conduct research

related to advertising language in other advertisements online media such as

Youtube ad, Online Store advertisement or Spotify advertisement. By doing so,

there are possibilities that other types of rhetorical figures will be found in the

advertisements.


38

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Korcak, J. (2012). Word play in advertising: A linguistic analysis. Zlin: Thomas Bata University.

Leech, G. N. (1969). A linguistic guide for English poetry. New York: Longman

Inc. Leigh, J. H. (1994). The use of figures of speech in print ad headlines. Journal of

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APPENDICES


41

DATA CLARIFICATION

(All these data are retrieved on February 12th, 2017 from

https://www.facebook.com/adidasoriginals/)

1. Account of Adidas Originals

2. Sample of Facebook Status Updates


42

3. Facebook Status from Adidas Originals Updates in February – June

2017

Data

Number March

2 Adidas Originals by White Mountaineering SS17 collection lands at select stores

worldwide in March, featuring White Mountaineering's take on the #NMD R2.

3 Drop 2 of adidas Originals and mini rodini returns this season in vibrant graphics

and hand-drawn prints. Available March 9th.

4

Bold colours, even bolder actions. The #SAMBA Deep Hue Pack in purple, green

and off-white, a nod to one of the earliest women’s organizations founded in

1903. Available in global Consortium accounts today. A percentage of proceeds

will go to ‘Moving The Goalposts’, an organisation that uses football to empower

girls in Kenya.

5 Adidas SPEZIAL SS17 turns its attention to the parallels between British casual

culture and Jamaican reggae culture.

6

Adidas SPEZIAL is back for Spring Summer ’17 with a brand new collection and

supporting film featuring Chronixx. Shot between Kingston, Jamaica, and

Lancashire, England. Watch now:

7

For SS17 adidas #SPEZIAL celebrates the rich culture of the adidas archive by

drawing on aesthetic from the past to reinterpret design for the future. Curated by

Gary Aspden, featuring Chronixx.

8 #EQT Support ADV. With 3-stripes that merge into a cushy EVA midsole.

Available March 23rd.

9 AW Inside-Out Zip Up, AW Soccer Jersey, AW Inside-Out Jogger and AW

Skate. #adidasOriginalsxAW

10 Defiant. Disruptive. Subversive. adidas Originals by Alexander Wang.

#adidasOriginalsxAW

Data

Number February

1 Influenced by originality. Inspired by each other. #SUPERSTAR:




43

Data

Number April

11 Come as you are #SUPERSTAR. #ORIGINALis what you make it

12 Women driving what #ORIGINALis. Hit the link for more of our original icons:

http://a.did.as/61848bW2g

13 Women driving what #ORIGINALis featuring original icons @MabelMcvey,

@PetraCollins and @DejLoaf: http://a.did.as/61888bWxG

14 The Superstar. A symbol for inspiring future icons like Petra Collins.

#ORIGINALis

15 Redefining conventions, even at maximum chill. Petra Collins is challenging

what #ORIGINALis.

16 Dej Loaf doing it her own way. #ORIGINALis.

17 High fashion couture meets the 90s with Dej Loaf. #ORIGINALis.

18 We clash and evolve. A return of the adidas Originals Three Stripe Track Suit

with the #INIKI Runner. Hitting stores April 20th

19

A subdued colour palette of heather greys and blues channels the stunning

melting landscapes of the Arctic Summer, while understated design elements are

combined with an immaculate attention to detail. Coming April 27th.

20 AW Skate in maroon. Available tomorrow: http://a.did.as/60048dPPo

21 Women’s Summer apparel translates pure sportswear sensibilities into a range

full of colour and energy.

22

The third release of the minirodini collection features a total of 10 pieces.

Available May 4th at Mini Rodini and adidas Originals flagship stores, online,

and at select global retailers.

Data

Number May

23

Both colourways of the Tennis Hu by Pharrell Williams are based on two of

adidas’ most iconic tennis shoes. The white pair with green detailing is a homage

to the Stan Smith while the yellow lacing, yellow sole and golden heel tabs are

hallmarks of the Forest Hill.


44

24 The Tennis Hu. A brand new model, and @Pharrell Williams’ first ever

signature shoe.

25 Inspired by the Original. Reimagined by @Pharrell Williams.

26

In the next chapter of #SneakerExchange, Sneakerboy and Wish ATL take us

underwater, exploring aquatic life to create glow in the dark editions of

#PureBOOST and #CLIMACOOL. Available for pre-release at Sneakerboy and

Wish ATL May 13th, and May 20th at global Consortium accounts

27 Presenting the #EQT by @avenuestore. Available in black or tan for pre-release

May 27th at Avenue and June 3rd at global Consortium accounts.

28 YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE US ON

JUNE 4 2017


JUNE 4 2017


JUNE 4 2017

Data

Number June

31 Primavera a Casa Teva Day 2 with Kelly Lee Owens. Live from Primavera

Sound Festival.

32 Primavera Sound Festival a Casa Teva Day 4 with The Wedding Present

33 Reworking patchwork the @endclothing x @bdgastore #INIKI. Releases July

8th.

34 Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and

Bodega to reinterpret #HAVEN and #INIKI Runner. Available July 8th.

35 The revival of a 1970s running classic, #HAVEN, brought to you by

@endclothing and @bdgastore. Coming soon.

36 Primavera Sound Festival a Casa Teva Day 5 with Songhoy Blues

37 Drawing from a 70s athletic culture, 70s Apparel born from the adidas archives

for a modern aesthetic. Available this month.

38

The women’s range for 70s Apparel offers archival references to breezy mesh

fabrics and soft colour palettes revamped to meet the aesthetic of today.

Available this month.


45

39 Presenting 70s Apparel. A comprehensive collection for men and women that

compliment the design language of #CAMPUS. Coming soon.

40 The three-stripe suede style embodies a fearless spirit. Releasing June 15th.

41 Adidas Originals is celebrating its most raw and authentic classic icon, the

#CAMPUS. Coming soon.

42 #CAMPUS is back and revamped to a modern relevancy. June 15th.

43 Brave. Bold. Raw. #CAMPUS is available June 15th.


46

4. Facebook Status from Adidas Originals Updates in February – June

2017

Rhetorical Figures A : Repetition of sounds,

syllables, and keywords B : Enumeration C : Synonymy D : Ellipsis E : Preterition

F : Puns H : Wordplay J : Metaphor K : Personification L : Simile M : Overstatement.

Data Number Facebook status Rhetorical Figures

1 (A) (D) Influenced by originality. (A) (D)Inspired by each other. #SUPERSTAR: http://a.did.as/61808V1sg

A, D

2

Adidas Originals by White Mountaineering SS17 collection lands at select stores worldwide in March, featuring White Mountaineering's take on the #NMD R2.

None

3 (D) Drop 2 of adidas Originals and mini rodini returns this season in (M) vibrant graphics and hand-drawn prints. Available March 9th.

D, M

4

(A) (M) Bold colours, even bolder actions. The #SAMBA Deep Hue Pack in purple, green and off-white, a nod to one of the earliest women’s organizations founded in 1903. (D) Available in global Consortium accounts today. (D) A percentage of proceeds will go to ‘Moving The Goalposts’, an organisation that uses football to empower girls in Kenya.

A, M, D

5 Adidas SPEZIAL SS17 (K)turns its attention to the parallels between British casual culture and Jamaican reggae culture.

K

6

Adidas SPEZIAL is back for Spring Summer ’17 with a brand new collection and supporting film featuring Chronixx.(D) Shot between Kingston, Jamaica, and Lancashire, England. Watch now:

D

7

For SS17 adidas #SPEZIAL celebrates the rich culture of the adidas archive by drawing on aesthetic from the past to reinterpret design for the future.(D) Curated by Gary Aspden, featuring Chronixx.

D

8 #EQT Support ADV. With 3-stripes that merge into a (M)cushy EVA midsole. (D)Available D, M



47

March 23rd.

9 (A)AW Inside-Out Zip Up, AW Soccer Jersey, AW Inside-Out Jogger and AW Skate. #adidasOriginalsxAW

A

10 (A)Defiant. Disruptive. Subversive. adidas Originals by Alexander Wang. #adidasOriginalsxAW

A

11 Come as you are (F)#SUPERSTAR. #ORIGINALis what you make it F

12 (D)Women driving what #ORIGINALis. Hit the link for more of our original icons: http://a.did.as/61848bW2g

D

13

(D) Women driving what #ORIGINALis featuring original icons @MabelMcvey, @PetraCollins and @DejLoaf: http://a.did.as/61888bWxG

D

14 (F)The Superstar. (D)A symbol for inspiring future icons (L)like Petra Collins. #ORIGINALis D, F, L

15 (D)Redefining conventions, even at (M)maximum chill. Petra Collins is challenging what #ORIGINALis.

D, M

16 (D)Dej Loaf (C)doing it her own way. (C)#ORIGINALis. C, D

17 (M)High fashion couture meets the 90s with Dej Loaf. #ORIGINALis. M

18 We clash and evolve. A return of the adidas Originals Three Stripe Track Suit with the #INIKI Runner. (D)Hitting stores April 20th

D

19

(M)A subdued colour palette of heather greys and blues channels the stunning melting landscapes of the Arctic Summer, while understated design elements are combined with an immaculate attention to detail. (D)Coming April 27th.

M, D

20 (D)AW Skate in maroon. (D)Available tomorrow: http://a.did.as/60048dPPo D

21 Women’s Summer apparel (K)translates (M)pure sportswear sensibilities into a range full of colour and energy.

M, K

22

The third release of the minirodini collection features a total of 10 pieces. (D)Available May 4th at Mini Rodini and adidas Originals flagship stores, online, and at select global retailers.

D

23

Both colourways of the Tennis Hu by Pharrell Williams are based on two of adidas’ (M)most iconic tennis shoes. (A)The white pair with green detailing is a homage to the Stan Smith while the (A)yellow lacing, yellow sole and golden heel tabs are hallmarks of the Forest Hill.

A, M

24 The Tennis Hu. A brand new model, and M



http://a.did.as/60048dPPo

48

@Pharrell Williams’ (M)first ever signature shoe.

25 (D)Inspired by the (F)Original.(D) Reimagined by @Pharrell Williams. D, F

26

In the next chapter of #SneakerExchange, Sneakerboy and Wish ATL take us underwater, exploring aquatic life to create glow in the dark editions of #PureBOOST and #CLIMACOOL.(D) Available for pre-release at Sneakerboy and Wish ATL May 13th, and May 20th at global Consortium accounts

D

27

(D)Presenting the #EQT by @avenuestore. (D)Available in black or tan for pre-release May 27th at Avenue and June 3rd at global Consortium accounts.

D

28 YEEZY POWERPHASE (D)AVAILABLE (M) EXCLUSIVELY IN THE US ON JUNE 4 2017

A

D, M

29 YEEZY POWERPHASE (D) AVAILABLE (M) EXCLUSIVELY IN THE US ON JUNE 4 2017 D, M

30 YEEZY POWERPHASE (D) AVAILABLE (M) EXCLUSIVELY IN THE US ON JUNE 4 2017 D, M

31 Primavera a Casa Teva Day 2 with Kelly Lee Owens. (D)Live from Primavera Sound Festival. D

32 Primavera Sound Festival a Casa Teva Day 4 with The Wedding Present None

33 (D) Reworking patchwork the @endclothing x @bdgastore #INIKI. (D)Releases July 8th. D

34

(A) (H) Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and Bodega to reinterpret #HAVEN and #INIKI Runner. (D)Available July 8th.

A, D, H

35 The revival of a 1970s running classic, #HAVEN, brought to you by @endclothing and @bdgastore. (D)Coming soon.

D

36 Primavera Sound Festival a Casa Teva Day 5 with Songhoy Blues None

37 Drawing from a 70s athletic culture, 70s Apparel (K)born from the adidas archives for a (M)modern aesthetic. (D)Available this month.

D, K, M

38

The women’s range for 70s Apparel offers archival references to (M)breezy mesh fabrics and soft colour palettes revamped to meet the aesthetic of today. (D)Available this month.

D, M

39

(D)Presenting 70s Apparel. (D)A (M)comprehensive collection for men and women that compliment the design language of (F)#CAMPUS. (D)Coming soon.

D, F, M

40 The three-stripe suede style (K)embodies a fearless spirit. (D)Releasing June 15th. D, K

41 Adidas Originals is celebrating its most raw and D


49

authentic classic icon, the #CAMPUS. (D)Coming soon.

42 (F)#CAMPUS is back and revamped to a modern relevancy. June 15th. F

43 (A) (C)Brave. Bold. Raw. #CAMPUS is available June 15th. A, C

FINDING & REASON

No. Data Number Facebook status Reason

Repetition of sounds, syllables, and keywords

1 1

Influenced by originality. Inspired by each other. #SUPERSTAR: http://a.did.as/61808V1sg

Repetition in the form of phrase ‘V2+by’ in the phrases ‘Influenced by’ and ‘Inspired by’

2 4

Bold colours, even bolder actions. The #SAMBA Deep Hue Pack in purple, green and off-white, a nod to one of the earliest women’s organizations founded in 1903. Available in global Consortium accounts today. A percentage of proceeds will go to ‘Moving The Goalposts’, an organisation that uses football to empower girls in Kenya.

Repeating the keyword ‘bold’

3 9 AW Inside-Out Zip Up, AW Soccer Jersey, AW Inside-Out Jogger and AW Skate. #adidasOriginalsxAW

Repeating the keyword ‘AW’

4 10

Defiant. Disruptive. Subversive. adidas Originals by Alexander Wang. #adidasOriginalsxAW

Repetition in the form of ‘adjective’ keyword, in the words ’Defiant. Disruptive. Subversive.’ Repeating the sound –ziv\ in the words ‘Disruptive. Subversive.’

5 23

Both colourways of the Tennis Hu by Pharrell Williams are based on two of adidas’ most iconic tennis shoes. The white pair with green detailing is a homage to the Stan Smith while the yellow lacing, yellow sole and golden heel tabs are hallmarks of the Forest Hill.

Repeating the keyword ‘the’ and ‘yellow’

6 34

Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and Bodega to reinterpret #HAVEN and #INIKI Runner. Available

Repetition in the form of ‘adjective’ keyword, in the words ‘Nostalgic and futuristic’



50

July 8th. Repeating the sound –tik\ in the words ‘Nostalgic and futuristic’

7 43

Brave. Bold. Raw. #CAMPUS is available June 15th.

Repetition in the form of ‘adjective’ keyword, in the words ‘Brave. Bold. Raw.’

Synonymy

8 16 Dej Loaf doing it her own way. #ORIGINALis.

The word ‘doing it her own way.’ And ‘#Original’ have the same meaning.

9 43 Brave. Bold. Raw. #CAMPUS is available June 15th.

The word ‘Brave.’ And ‘Bold.’ have the same meaning.

Ellipsis

10 1

Influenced by originality. Inspired by each other. #SUPERSTAR: http://a.did.as/61808V1sg

The complete sentence should be ‘Adidas is influenced by originality.’ and ‘Adidas is inspired by each other.’

11 3

Drop 2 of adidas Originals and mini rodini returns this season in vibrant graphics and hand-drawn prints. Available March 9th.

12 4


The complete sentence should be ‘The product is available in global Consortium accounts today’

13 6

Adidas SPEZIAL is back for Spring Summer ’17 with a brand new collection and supporting film featuring Chronixx. Shot between Kingston, Jamaica, and Lancashire, England. Watch now:

The complete sentence should be ‘The video shot between Kingston, Jamaica, and Lancashire, England.’

14 7

For SS17 adidas #SPEZIAL celebrates the rich culture of the adidas archive by drawing on aesthetic from the past to reinterpret design for the future. Curated by Gary Aspden, featuring Chronixx.

The complete sentence should be ‘The product is curated by Gary Aspden, featuring Chronixx’

15 8 #EQT Support ADV. With 3-stripes that merge into a cushy EVA midsole. Available March 23rd.

The complete sentence should be ‘The product is available on March 23rd’

16 12 Women driving what #ORIGINALis. Hit the link for more of our original icons:



51


17 13

Women driving what #ORIGINALis featuring original icons @MabelMcvey, @PetraCollins and @DejLoaf: http://a.did.as/61888bWxG

18 14

The Superstar. A symbol for inspiring future icons like Petra Collins. #ORIGINALis

The complete sentence should be ‘The product is a symbol for inspiring future icons like Petra Collins.’

19 15

Redefining conventions, even at maximum chill. Petra Collins is challenging what #ORIGINALis.

The complete sentence should be ‘The product Redefining conventions, even at maximum chill.’

20 16 Dej Loaf doing it her own way. #ORIGINALis.

21 18

We clash and evolve. A return of the adidas Originals Three Stripe Track Suit with the #INIKI Runner. Hitting stores April 20th

The complete sentence should be ‘The product hitting stores April 20th’

22 19

A subdued colour palette of heather greys and blues channels the stunning melting landscapes of the Arctic Summer, while understated design elements are combined with an immaculate attention to detail. Coming April 27th.

The complete sentence should be ‘The product coming April 27th’

23 20 AW Skate in maroon. Available tomorrow: http://a.did.as/60048dPPo

The complete sentence should be ‘The product available tommorow’

24 22

The third release of the minirodini collection features a total of 10 pieces. Available May 4th at Mini Rodini and adidas Originals flagship stores, online, and at select global retailers.

The complete sentence should be ‘The product is available May 4th at Mini Rodini and adidas Originals flagship stores, online, and at select global retailers’

25 25

Inspired by the Original. Reimagined by @Pharrell Williams.

The complete sentence should be ‘Adidas is influenced by originality.’ and ‘Adidas is reimagined by @Pharrell Williams.’

26 26

In the next chapter of SneakerExchange, Sneakerboy and Wish ATL take us underwater, exploring aquatic life to create glow in the dark editions of #PureBOOST and #CLIMACOOL. Available for pre-release at Sneakerboy and Wish ATL May 13th, and May 20th at global Consortium accounts

The complete sentence should be ‘The product is available for pre-release at Sneakerboy and Wish ATL May 13th, and May 20th at global Consortium accounts ’

27 27 Presenting the #EQT by @avenuestore. The complete sentence



http://a.did.as/60048dPPo

52

Available in black or tan for pre-release May 27th at Avenue and June 3rd at global Consortium accounts.

should be ‘Adidas presenting the the #EQT by @avenuestore.’ and ‘The product is available in black or tan for pre-release May 27th at Avenue and June 3rd at global Consortium accounts.’

28 28

YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE US ON JUNE 4 2017

The complete sentence should be ‘YEEZY POWERPHASE IS AVAILABLE EXCLUSIVELY IN THE US ON JUNE 4 2017

29 31

Primavera a Casa Teva Day 2 with Kelly Lee Owens. Live from Primavera Sound Festival.

The complete sentence should be ‘The event live from Primavera Sound Festival.’

30 33

Reworking patchwork the @endclothing x @bdgastore #INIKI. Releases July 8th.

The complete sentence should be ‘Adidas reworking patchwork the @endclothing x @bdgastore #INIKI’ and ‘The product releases July 8th’

31 34

Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and Bodega to reinterpret #HAVEN and #INIKI Runner. Available July 8th.

The complete sentence should be ‘The product available July 8th’

32 35

The revival of a 1970s running classic, #HAVEN, brought to you by @endclothing and @bdgastore. Coming soon.

The complete sentence should be ‘The product is coming soon.’

33 37

Drawing from a 70s athletic culture, 70s Apparel born from the adidas archives for a modern aesthetic. Available this month.

The complete sentence should be ‘The product is available this month.’

34 38

The women’s range for 70s Apparel offers archival references to breezy mesh fabrics and soft colour palettes revamped to meet the aesthetic of today. Available this month.

The complete sentence should be ‘The product is available this month.’

35 39

Presenting 70s Apparel. A comprehensive collection for men and women that compliment the design language of #CAMPUS. Coming soon.

The complete sentence should be ‘Adidas presenting 70s apparel.’ ‘The product is a comprehensive collection for men and women that compliment the design language of #CAMPUS.’


53

and ‘The product is coming soon.’

36 40 The three-stripe suede style embodies a fearless spirit. Releasing June 15th.

The complete sentence should be ‘The product is releasing June 15th.’

37 41 Adidas Originals is celebrating its most raw and authentic classic icon, the #CAMPUS. Coming soon.

The complete sentence should be ‘The product is coming soon.’

Polysemy

39 11 Come as you are #SUPERSTAR. #ORIGINALis what you make it

Creating dual meaning using the product name which is Adidas Superstar.

40 14 The Superstar. A symbol for inspiring future icons like Petra Collins. #ORIGINALis

Creating dual meaning using the product name which is Adidas Superstar.

41 25 Inspired by the Original. Reimagined by @Pharrell Williams.

Creating dual meaning using the brand name which is Adidas Original.

42 39


Creating dual meaning using the product name which is Adidas Campus.

Wordplay

43 34

Nostalgic and futuristic. #SneakerExchange in SS17 brings together END. and Bodega to reinterpret #HAVEN and #INIKI Runner. Available July 8th.

Intentionally create rhyme of the sound –tik\ in the words ‘Nostalgic and futuristic.’

Personification

44 5

Adidas SPEZIAL SS17 turns its attention to the parallels between British casual culture and Jamaican reggae culture.

The inanimate object is given human ability to move around or to cause to change position

45 21

Women’s Summer apparel translates pure sportswear sensibilities into a range full of colour and energy.

The inanimate object is given human ability to explain (something) in a way that is easier to understand

46 37

Drawing from a 70s athletic culture, 70s Apparel born from the adidas archives for a modern aesthetic. Available this month.

The inanimate object is given human quality, brought into life by the process of birth

47 40

The three-stripe suede style embodies a fearless spirit. Releasing June 15th.

The inanimate object is given human ability to represent (something) in a clear and obvious way

Simile

48 14 The Superstar. A symbol for inspiring future icons like Petra Collins.

Comparing the adidas superstar shoe with future


54

#ORIGINALis icons Petra Collins Overstatement

49 3

Drop 2 of adidas Originals and mini rodini returns this season in vibrant graphics and hand-drawn prints. Available March 9th.

Exaggeration using adjectival in the word ‘vibrant’

50 4


Exaggeration using adjectival in the word ‘bold’

51 8 #EQT Support ADV. With 3-stripes that merge into a cushy EVA midsole. Available March 23rd.

Exaggeration using adjectival in the word ‘cushy’

52 15 Redefining conventions, even at maximum chill. Petra Collins is challenging what #ORIGINALis

Exaggeration using adjectival in the word ‘maximum’

53 17 High fashion couture meets the 90s with Dej Loaf. #ORIGINALis.

Exaggeration using adjectival in the word ‘high’

54 19

A subdued colour palette of heather greys and blues channels the stunning melting landscapes of the Arctic Summer, while understated design elements are combined with an immaculate attention to detail. Coming April 27th.

Exaggeration using adjectival in the word ‘subdued’

55 21 Women’s Summer apparel translates pure sportswear sensibilities into a range full of colour and energy.

Exaggeration using adjectival in the word ‘pure’

56 23

Both colourways of the Tennis Hu by Pharrell Williams are based on two of adidas’ most iconic tennis shoes. The white pair with green detailing is a homage to the Stan Smith while the yellow lacing, yellow sole and golden heel tabs are hallmarks of the Forest Hill.

Exaggeration using adjectival in the word ‘iconic’

57 24 The Tennis Hu. A brand new model, and @Pharrell Williams’ first ever signature shoe.

Exaggeration using adjectival in the word ‘first ever’

58 28 YEEZY POWERPHASE AVAILABLE EXCLUSIVELY IN THE US ON JUNE 4 2017

Exaggeration using adverbial in the word ‘exclusively

59 37 Drawing from a 70s athletic culture, 70s Apparel born from the adidas archives for a modern aesthetic. Available this

Exaggeration using adjectival in the word ‘modern’


55

month.

60 38

The women’s range for 70s Apparel offers archival references to breezy mesh fabrics and soft colour palettes revamped to meet the aesthetic of today. Available this month.

Exaggeration using adjectival in the word ‘breezy’

61 39


Exaggeration using adjectival in the word ‘comprehensive’


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