39
Table 4.2 The Number of Advertisements in Every Edition of The Jakarta Post Newspapers
No. Day Date Numbers
Percentage
1. Sunday, April 11, 2010
3 10
2. Monday, April 12, 2010
- 3.
Tuesday, April 13, 2010 -
4. Wednesday, April 14, 2010
2 6,7
5. Thursday, April 15, 2010
4 13,3
6. Friday, April 16, 2010
7 23,3
7. Saturday, April 17, 2010
14 46,7
TOTAL 30 100
The researcher could categorize the 30 advertisements as print advertising since they were published in the print media, newspapers. Furthermore, 28
advertisements taken as the data could be categorized in the display advertisements. The advertisements possessed three elements. They were
headlines, body copies or texts, pictures or images. The other two advertisements could be categorized as public notices. The advertisements announced an event to
some groups of businessmen. The sample advertisements could be seen in Appendix 6.
b. Perusing the Data
This section was done to obtain the overview of the data being collected. The researcher read the texts in each advertisement carefully and identified the
features found in it. In this research, the researcher used the term feature to call the variation of how the copywriters used the language within the texts. In
40 conducting the data perusal, the researcher focused on the language that was used
in each of the advertisements. There are some key format elements of print advertising that Arens 2006: 417 mentions. They are the visuals, headlines,
subhead, body copy, slogans, seals, logos, and signatures. Throughout the data observation, the researcher found that in the advertisements, the words and the
language were richly used in the headlines, subheads, body copy, and slogans. Arens 2006: 417 mentioned that a headline contains the words that will
be read first and the words are situated to draw the most attention of the readers. The headline was supposed to be the first thing the readers read within an
advertisement. As a result, copywriters had to put much of their efforts to create a powerful words combination to attract readership. The researcher has listed the
headlines from each advertisement. The list is presented in Appendix 1. A subhead could be the second thing the readers would notice within an
advertisement. Arens 2006: 421 mentions that “subheads are usually set smaller that the headline but larger than the body copy or text.” It is placed under the
headline, bolded and slanted. Though the subhead seemed important, not all of the advertisements put the subhead in their formats. A subhead was optional because
in display advertisements subhead was not included in the main elements that must appear within an advertisement format. There were 18 out of 30
advertisements having the subheads. The list of the advertisements’ subheads is presented in Appendix 3.
According to Arens 2006: 421, body copy covers the features, benefits, and utility of the product or service. Each of the advertisements had body copy
41 within its format. For display advertisements, this element was very important and
essential because it was one of the main elements in the format. From the data observation, the researcher found that this element used longer texts than the other
elements. In writing the copy, the copywriters usually used more words and longer texts. The list of the advertisements’ body copy is presented in Appendix 4.
Another element that contained words was the slogans. As a subhead, a slogan was not included in the main elements in display advertisements. It was
optional that not every advertisement in the data had a slogan. Arens 2006: 424 adds that a slogan is a brief, repeatable, and memorable statement. Some
advertisements employed slogans in their formats. The list of the advertisements’ slogans is presented in Appendix 5.
In the following section, the researcher would focus on analyzing the texts in the elements. Before that, the texts in each advertisement were sorted out based
on its positions whether it was a headline, subhead, body copy or slogan. Then, the researcher would have the lists of the advertisements’ headlines, subheads,
body copy, and slogans. After that, the researcher would identify how the language was used in the texts.
c. Identifying the Characteristics and Features of the Language
