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5. The Benefits for Advertising Companies The topic of this research is suitable for other parties such as advertising
companies, especially for those who specializes in similar products. The result of this research can be used as a reference in making or producing good
advertisements. Thus, it will be beneficial for the advertising companies.
F. Definition of Terms
There are some important terms in this research that might have various meaning and need to be defined specifically to avoid any misinterpretation that
might occur. 1. Language Features
Language features are the elements of any kind of communication either in written or spoken form. In this research, the language features in the transcribed
texts of Kopiko advertisement are analyzed. Language features can have many variations and categories which depend on the subject of analysis and its context.
For this research, the language features proposed by Carter, Goddard, Reah, Sanger, Bowring 2001 is applied for the analysis, which includes lexical
cohesion, grammatical cohesion, and information structure. 2. Advertising and Advertisement
Advertising can be considered as a common term, but in this research the word has an important role as the main topic to be discussed. Moreover, there are
various definitions of advertising so that the researcher decided to choose one definition that conveys the closest meaning to the context of this research.
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According to Arens 2002 as quoted by Fiser 2007, “advertising is a paid form of communicating a message by the use of various media. It is persuasive,
informative, and designed to influence purchasing behavior or thought patterns” p. 8. While advertising is the term for a process or an activity of communication,
it cannot be separated from the term advertisement, which is the main subject of this research. According to Cook 2001 as quoted by Kaur, Arumugam, and
Yunus 2013, “advertisement inform, persuade, remind, influence, and perhaps change opinions, emotions, and attitudes” p. 61. Advertisement has become one
of the major tools in marketing industry that can achieve its certain purposes based on the needs of the marketer or the advertiser.
3. Kopiko Kopiko is a brand of coffee candy product from Indonesia which is
originally made from Indonesian coffee beans. The official website of Kopiko’s manufacturer, www.mayora.com 2014, claims that Kopiko candy is “the world’s
number one coffee candy, made from the finest selected coffee beans and blended in a special way, that gives the enjoyment of the real coffee without having to
brew it”. This statement is also similarly stated by the official website of Kopiko distributor and importer in UK and USA. Besides the candy products, Kopiko also
produces instant coffee drinks with various flavors, which also become popular following the success of its predecessor product. Kopiko that is being referred in
this research is the label or name for all its products, either the candy product or the instant coffee product.
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CHAPTER II REVIEW OF RELATED LITERATURE
