An Analysis Of Non-Literal Meaning Used In Reader Digest Magazines Advertisement
CHAPTER I
INTRODUCTION
1.1
Background of the Study
A human being is a social creature which needs another human being as a social
creature. Human being cannot fully understand other without knowing their language.
Language plays a great part in our life. It is undoubtedly a very significant instrument of
communication for human being in their daily interaction. Bollinger (1975:14) cities that
human language is a system of vocal-auditory communication, interacting with the
experiences of its user, employing conventional signs composed of arbitrary pattered sounds
units and assembled according to set rules. Human being in communication with others
utilize language as maximum medium or a symbol of personal, racial, national or even
religious identification. Usually human beings live in group and in that groups they need to
share their feelings, interact to other human beings in their groups and make to contact to
others.
To communicate with other, we need language as a medium of the spoken or written
communication. Basically, language is divided by several parts of language like words,
phrases, sentence and any other parts of language. It is important to analyze how the speaker
arranges his words in good grammatical order to make the hearer understands what the
speaker’s purposes are.
Meanings are usually studied in semantics. And the term semantic is defined as the
study of meaning of meaning or the meaning of words, phrases sentences. Semantics is the
study of meaning communicated through language (Saeed, 1997:3). The understanding of
12
Universitas Sumatera Utara
meaning is really needed for the hearer because it will be problem if the hearer cannot
understand what the speaker or the writer means or in other words, the hearer or the reader
will get difficulties to understand or to grasp the meaning.
Non-literal meaning occurs when the sentences or words have hidden meaning
besides the lexical meaning. When we mean something different from lexical meaning or
literally meaning or when we intend to have something different meaning. In case of nonliteral meaning, there are a number of different ways one that able to speak and write nonliterary, that is by using figures of speeches such as facetiously (ironical and sarcastically)
exaggerated metaphorical, trope, etc. Non-literal uses of language are traditionally called
figurative and are describe by a host of rhetorical terms including metaphor, irony,
metonymy, synecdoche, hyperbole, and litotes (Saeed, 1977:16).
Leech (1981:10) states, Figurative language are described by a large set of rhetorical
terms. Here are some kinds of figurative language, such as irony, hyperbole, metaphor,
metonymy, litotes, personifications, oxymora (Leech, 1981:11).
“Irony is a manner of speaking or writing that is dispread through all kinds of
literature” (Gray, 1984:108). “Hyperbole is a large exaggeration. Metaphor is a mapping
between two objects using like or as. Personification is giving inhuman thing human
qualities. Oxymora is fusing together two contradictory ideas/concepts” (Leech, 1981:11).
Advertisement is a form of communication used by advertiser to promote the sales of
products or services, to influence public opinion, to gain political support, to advance a
particular cause, or to elicit some other desired responses. Advertisements get their audience
to draw upon ideological elements in their MR (Member’s resources’) in order to establish an
‘image’ for their product being advertised (Young Lynne, 2006:123).
13
Universitas Sumatera Utara
Advertisement has been used for a long time in trade. It is also said as the keystone in
the arch of sales. Nowadays, advertisements lays a great role in business, it can be one of the
best tools in getting the attention of the consumers. No wonder if we can find lot of
advertisements of any product everywhere. A big company will spend much in advertising.
The better advertisements can get the consumer’s intention, the higher profit they will get.
Therefore, it is very important to understand Non-literal meaning expression in
advertisement. Sentences can deliver something which intended to audience through various
media including newspaper, magazines, television, radio, billboards, and direct email. An
advertisement has been used for a long time in trade. It is so said as the keystone in the art of
sales. Nowadays, advertisement plays great role in business; it can be of the best tools in
getting the attention of the consumers. Advertisements, using the ‘image’ which audience
‘help’ them to generate for products as vehicles, construct subject positions for ‘consumers’
as members of consumption communities…this is the major ideological work of advertising.
(Moriaty, 1989:202-203).
The non-literal meaning in the Reader Digest Magazines Advertisement published on
July-August 2012, October 2012 and February 2013 will be chosen as the object of this
analysis because some non-literal meanings are found and assumed misunderstanding will
arise due non-literal meaning existed in advertisements which make them interested to be
analyzed semantically.
14
Universitas Sumatera Utara
1.2
Problem of the Study
As stated above, English is a rich language, and it is very rich non-literal meaning.
This sometimes makes the communication cannot run effectively, if one of the speakers or
listener cannot understand the meaning clearly. It is quite important then that we know how
to use certain non-literal meaning in certain situations in making a real meaning.
According to the title of this thesis, the thesis focuses on the following problems:
a. What are the types of non-literal meaning found in Reader’s Digest magazines
Advertisement?
b. What is the most dominant type of non-literal meaning found in Reader’s Digest
magazines Advertisement?
1.3
Objective of the Study
In accordance with the problem that the writer is going to do, the objectives to be
achieved are as follows:
a. To analyze non-literal meanings found in Reader’s Digest magazines advertisement.
b. To find out the most dominant type of non-literal meaning in Reader’s Digest
magazines advertisement.
15
Universitas Sumatera Utara
1.4
Scope of the Study
The scope needs to be set to avoid misdirection or further analysis on this topic. The
non-literal meanings which will be analyzed in this thesis are Personification, Irony, Simile,
Litotes, Hyperbole and Metaphor that found in Reader’s Digest Magazines advertisement
published on July-August 2012, October 2012 and February 2013.
1.5
Significance of the Study
Theoretically, this thesis will enrich the study of semantics that can be used for the
further reference, especially dealing with the literal meaning and non-literal meaning. And
hopefully, this thesis will useful for the readers and help them in translating and interpreting
the text to understand the real meaning.
16
Universitas Sumatera Utara
INTRODUCTION
1.1
Background of the Study
A human being is a social creature which needs another human being as a social
creature. Human being cannot fully understand other without knowing their language.
Language plays a great part in our life. It is undoubtedly a very significant instrument of
communication for human being in their daily interaction. Bollinger (1975:14) cities that
human language is a system of vocal-auditory communication, interacting with the
experiences of its user, employing conventional signs composed of arbitrary pattered sounds
units and assembled according to set rules. Human being in communication with others
utilize language as maximum medium or a symbol of personal, racial, national or even
religious identification. Usually human beings live in group and in that groups they need to
share their feelings, interact to other human beings in their groups and make to contact to
others.
To communicate with other, we need language as a medium of the spoken or written
communication. Basically, language is divided by several parts of language like words,
phrases, sentence and any other parts of language. It is important to analyze how the speaker
arranges his words in good grammatical order to make the hearer understands what the
speaker’s purposes are.
Meanings are usually studied in semantics. And the term semantic is defined as the
study of meaning of meaning or the meaning of words, phrases sentences. Semantics is the
study of meaning communicated through language (Saeed, 1997:3). The understanding of
12
Universitas Sumatera Utara
meaning is really needed for the hearer because it will be problem if the hearer cannot
understand what the speaker or the writer means or in other words, the hearer or the reader
will get difficulties to understand or to grasp the meaning.
Non-literal meaning occurs when the sentences or words have hidden meaning
besides the lexical meaning. When we mean something different from lexical meaning or
literally meaning or when we intend to have something different meaning. In case of nonliteral meaning, there are a number of different ways one that able to speak and write nonliterary, that is by using figures of speeches such as facetiously (ironical and sarcastically)
exaggerated metaphorical, trope, etc. Non-literal uses of language are traditionally called
figurative and are describe by a host of rhetorical terms including metaphor, irony,
metonymy, synecdoche, hyperbole, and litotes (Saeed, 1977:16).
Leech (1981:10) states, Figurative language are described by a large set of rhetorical
terms. Here are some kinds of figurative language, such as irony, hyperbole, metaphor,
metonymy, litotes, personifications, oxymora (Leech, 1981:11).
“Irony is a manner of speaking or writing that is dispread through all kinds of
literature” (Gray, 1984:108). “Hyperbole is a large exaggeration. Metaphor is a mapping
between two objects using like or as. Personification is giving inhuman thing human
qualities. Oxymora is fusing together two contradictory ideas/concepts” (Leech, 1981:11).
Advertisement is a form of communication used by advertiser to promote the sales of
products or services, to influence public opinion, to gain political support, to advance a
particular cause, or to elicit some other desired responses. Advertisements get their audience
to draw upon ideological elements in their MR (Member’s resources’) in order to establish an
‘image’ for their product being advertised (Young Lynne, 2006:123).
13
Universitas Sumatera Utara
Advertisement has been used for a long time in trade. It is also said as the keystone in
the arch of sales. Nowadays, advertisements lays a great role in business, it can be one of the
best tools in getting the attention of the consumers. No wonder if we can find lot of
advertisements of any product everywhere. A big company will spend much in advertising.
The better advertisements can get the consumer’s intention, the higher profit they will get.
Therefore, it is very important to understand Non-literal meaning expression in
advertisement. Sentences can deliver something which intended to audience through various
media including newspaper, magazines, television, radio, billboards, and direct email. An
advertisement has been used for a long time in trade. It is so said as the keystone in the art of
sales. Nowadays, advertisement plays great role in business; it can be of the best tools in
getting the attention of the consumers. Advertisements, using the ‘image’ which audience
‘help’ them to generate for products as vehicles, construct subject positions for ‘consumers’
as members of consumption communities…this is the major ideological work of advertising.
(Moriaty, 1989:202-203).
The non-literal meaning in the Reader Digest Magazines Advertisement published on
July-August 2012, October 2012 and February 2013 will be chosen as the object of this
analysis because some non-literal meanings are found and assumed misunderstanding will
arise due non-literal meaning existed in advertisements which make them interested to be
analyzed semantically.
14
Universitas Sumatera Utara
1.2
Problem of the Study
As stated above, English is a rich language, and it is very rich non-literal meaning.
This sometimes makes the communication cannot run effectively, if one of the speakers or
listener cannot understand the meaning clearly. It is quite important then that we know how
to use certain non-literal meaning in certain situations in making a real meaning.
According to the title of this thesis, the thesis focuses on the following problems:
a. What are the types of non-literal meaning found in Reader’s Digest magazines
Advertisement?
b. What is the most dominant type of non-literal meaning found in Reader’s Digest
magazines Advertisement?
1.3
Objective of the Study
In accordance with the problem that the writer is going to do, the objectives to be
achieved are as follows:
a. To analyze non-literal meanings found in Reader’s Digest magazines advertisement.
b. To find out the most dominant type of non-literal meaning in Reader’s Digest
magazines advertisement.
15
Universitas Sumatera Utara
1.4
Scope of the Study
The scope needs to be set to avoid misdirection or further analysis on this topic. The
non-literal meanings which will be analyzed in this thesis are Personification, Irony, Simile,
Litotes, Hyperbole and Metaphor that found in Reader’s Digest Magazines advertisement
published on July-August 2012, October 2012 and February 2013.
1.5
Significance of the Study
Theoretically, this thesis will enrich the study of semantics that can be used for the
further reference, especially dealing with the literal meaning and non-literal meaning. And
hopefully, this thesis will useful for the readers and help them in translating and interpreting
the text to understand the real meaning.
16
Universitas Sumatera Utara