Lexical Cohesion Language Features

15

2. Language Features

Advertisement text for commercial video can be considered both spoken and written form. An advertisement in the form of video is usually based on a monologue or a dialogue script which is written first before the recording. There are language features of such text that have certain characteristics to be analyzed in advertisement. Carter et al. 2001 explain that there are three characteristics or features in texts, which are lexical cohesion, grammatical cohesion, and information structure p. 112. Similar features are also proposed by Halliday and Matthiessen 2004 but in different structures. They use the term cohesion as the process of each feature relationship. Halliday and Matthiessen 2004 state that there are four cohesion in a text, namely conjunction, reference, substitution and ellipsis, and lexical organization p. 533. Conjunction, reference, substitution and ellipsis are parts of grammatical cohesion according to Carter et al., while lexical organization is separated as another feature called lexical cohesion. Furthermore, Carter et al. 2001 add information structure as the third feature in recognizing meaning in text, while Halliday and Matthiessen 2004 propose theme and information in different understanding.

a. Lexical Cohesion

Carter et al. 2001 say that lexical cohesion is basically the vocabulary choice in a whole text that should be concluded in an analysis to understand the text p. 115. The term cohesion can be defined as a relationship between certain elements that merge together as a unit. In this context, lexical cohesion means the relationship between words p. 115. According to Halliday and Hasan 1976, 16 there are two types of lexical cohesion, namely reiteration and collocation. On the other hand, Halliday and Mathiessen 2004 also propose a more recent description of lexical cohesion, that contains various relation patterns such as elaboration, extension, and enhancement p. 571. Both theories include similar forms of each type of lexical cohesion. Reiteration includes repetition, synonymy, hyponymy, and meronymy, where repetition, synonymy, and hyponymy has elaborating pattern, and meronymy has extending pattern. Collocation is unique because it is the only type of cohesion that has enhancing pattern. 1 Repetition Repetition is when the same word or lexeme is repeated in a sentence or clause or in a whole text. The most direct repetition is when the exact same word is repeated. An example is “I juit grabbed my coffee from that coffee ihop.”. There is an occurrence where the word ‘coffee’ is repeated in one sentence. A repetition of the same word but in different forms can occurs too. Words such as iwim, iwimming, iwimmer are actually the same item with the basic word is ‘swim’. Although they are different in forms, basically they have similar concept of the meaning. 2 Synonymy Synonymy is when a different word or lexeme appears close to a word or lexeme which has similar or same meaning. A simple example is “The ghoit houie wai io scary. You have to iee the ghoiti, they were terrifying.”. The word ‘scary’ and ‘terrifying’ have similar meaning although they are not in the same form. 17 3 Hyponymy Hyponymy is a word or lexeme that appears close to a word or lexeme that has the same category. All words are categorized into certain groups in which the words have same or similar characteristics. For example, roie, jaimine, lily are kinds of flower. They have certain characteristics that make them classified as a ‘flower’. 4 Meronymy Meronymy is a word or lexeme that is considered as a part of other word or lexeme. For example, a houie has parts that cannot be separated such as living room, dining room, kitchen, bedroomi, bathroomi, garage, and so on. Without those parts, it is not complete to call it a ‘house’ because those parts are its characteristics. 5 Collocation Collocation has different pattern compared to the other lexical cohesion. It is the relation of some words that usually occur together, even sometimes as a phrase. An example is the word more and than, which are usually used together in comparative sentences. It occurs because of the existence of the other word.

b. Grammatical Cohesion