Comparison Between The Advertisement Language In Gender
Halaman 96 ❏ Sumarsih
Comparison between the Advertisement Language in Gender
COMPARISON BETWEEN THE ADVERTISEMENT LANGUAGE IN GENDER
Sumarsih
Fakultas Bahasa dan Seni Universitas Negeri Medan
Abstrak Tulisan ini berupaya membandingkan move (gerak) dan fitur-fitur linguistik dalam iklan majalah pria, seperti Tempo dan majalah wanita, Kartini. Sampel iklan yang diambil adalah iklan TV Sanyo, Handphone Nokia, dan BNI Card dari majalah Tempo dan iklan Bedak Ponds, Nature E, dan sabun serbuk Total dari majalah Kartini. Analisis didasarkan pada konsep yang ditawarkan Swales dan Bhatia. Dari hasil analisis disimpulkan bahwa dari 29 move yang terdapat dalam majalah pria ditemukan lebih banyak move kedua, yaitu introducing the offer ’memperkenalkan tawaran’ sebanyak 7 dan move kelima, yaitu soliciting response ‘permohonan jawab’ sebanyak 8, sedangkan dari 12 move pada majalah wanita terdapat 6 move dari move pertama, yaitu estabishing credential ‘membangun kepercayaan’. Makna yang dapat diprediksi adalah bahwa pria mudah dibujuk untuk membeli dengan cara menjelaskan produk beserta rincian yang penting dari salah satu produk yang ditawarkan, misalnya pencantuman harga dan kemudahan penghubungan. Berdasarkan fitur-fitur linguistik, pada majalah pria terdapat 10 adjektif dari 29 fitur linguistik dan pada majalah wanita terdapat 4 adjektif dari 12 fitur linguistik. Ini mengindikasikan bahwa iklan di Indonesia lebih banyak menggunakan adjektif, seperti flat ‘datar’, slim ‘langsing’, exclusive ‘untuk orang-orang tertentu’, pesona baru, dan lainlain dalam upaya membujuk dan merayu pembeli.
Kata kunci: iklan, gerak, fitur linguistik
1. INTRODUCTION
Indonesian or bahasa Indonesia (hereafter referred to as BI) has been formally used as the national and official or state language in Indonesia. Priyohutomo (1980) claims that Indonesian people have no problem with the use of BI as a national and state language as there is no rival ethnic or foreign language which could threaten the use of BI in Indonesia.
The use of BI for education at all levels has particularly facilitated and encouraged the use of BI as a means of communication among scholars in scientific contexts or as a means of communication among people of all level. Communication for all people in Indonesia can use televition, radio or magazine.
Magazine can be divided many kinds, one of that is for business. Because the writer want to analyse advertisement in magazine. 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.
Advertisement language expression is different from most of the other language expression that we use in our everyday life. It
needs a special language expression to make the advertisement meaningful and share interesting messages. As Goshgarian (1977: 225) describes, the differences between advertising language expression and other types of language expression as the following:
Over the year, the texture of advertising language has frequently change. Style and creative concept come and go. But there are at least for distinct characteristics that make it different from other languages :a). the language of advertising is edited and purposeful when most other language transactions are “elliptical”, b) the language of advertising is rich and arresting. c). the language of advertising involves us; in effect, we complete the advertising message, d) the language of advertising holds no secrets from us, it is a simple language.
From quotation above, it may be added further: a) Advertising language cannot afford to be so
desultory. It does have specific purpose, that is, to sell us something. In other words,
LOGAT JURNAL ILMIAH BAHASA DAN SASTRA
Volume II No. 2 Oktober Tahun 2006 Universitas Sumatera Utara
❏ Sumarsih
Halaman 97 Comparison between the Advertisement Language
in Gender
advertising messages have a clear purpose, they are intended to build and attract a specific response. b) The language of advertising is beautiful and interesting. It intends to attract and hold our attention to know about the product and further buy it. c) The language of advertising is carefully engineered. It uses various devices to get our attention. It means that we could participate in it. d) The language of advertising is simple. The difficult words are edited out and replaced by simple words in order to avoid misinterpretation but sometimes they are complicated.
There are two kinds magazines those the writer wants to analyse such as: man’s magazine and lady’s magazine. Every gender consists of three texts: The titles of man’s magazine: TV SANYO, HAND PHONE NOKIA, and BNI Card. The titles of lady’s magazine: PONDS, NATURE E, and TOTAL.
2. GENRE, AND MODELS OF ANALYSIS
2.1 Genre According to Leckie-Tarry (1995), the emphasis of contemporary functional genre theorists is on the social and cultural aspects of genres as the generating factor of all communicative actions, including linguistics actions. Leckie-Tarry further suggests that the concepts of genre offers an interaction between socio-cultural features and textual features; the socio-cultural features of a particular community in which a text is contructed and used affect the textual forms because of the constraints placed on them by the community members.
Leckie-Tarry (1995) points out that, the difference between the concept of register and the concept of genre rests on the position or the role of
the communicative purpose of a particular text. In register, according to Leckie-Tarry, the communicative purpose of a particular text is recognized on the basis of its linguistic features, while in genre, the communicative purpose is an explicit or overt social communicative event, which becomes the main determining factor in generic classifications of texts.
The notion of genre, however, is also not free from theoretical problems. Paltridge (1997), for example, suggests that the notion of genre has been used in a range of different areas including folklore studies, linguistic anthropology, the ethnography of communication, conversational analysis, rhetoric, literacy theory, the sociology of language, and applied linguistics. Paltridge further explains that, there are many ways in which the approaches to the descriptions and definition ofgenres described in these particular areas overlap, and at times, ways in which they are quite different from each other. This is mainly because of the different goal of each of the approaches to genre analysis, the differing theoretical positions and concerns underlying the various approaches. Aspects of genre where theoretical views can be similar or different from one approach to another, include the place of the structure of a text in the description and definition of genres, the relationship between genre and context, the relationship between genre and culture, and the relationship between genre and cognition.
An attempt to resolve the apparent conflict in terminology andt conceptualization between register and genre among functional linguists has been made by Martin (1992). Martin perceives the two contextual concepts of register and genre in mutual relationship but distinguishes register from genre. Martin places register as a semiotic system intervening between genre (above) and language (below), where language is treated as part of register and register is a part of genre. The position and relationsip between genre and register are illustrated below:
Genre
Register (mode, tenor, and field)
Discourse Semantics
Lexico-grammar
LOGAT JURNAL ILMIAH BAHASA DAN SASTRA
Volume II No. 2 Oktober Tahun 2006 Universitas Sumatera Utara
Halaman 98 ❏ Sumarsih
Comparison between the Advertisement Language in Gender
As can be seen in Figure, unlike Halliday, Martin places genre higher on the scale than register. However, Martin admits that the advantage of using both concepts (register and genre) is that instead of setting field, tenor, and mode variables for the whole of a particular text as in register theory, values can be adjusted from one stage to the next. In his own words, Martin (1992: 495) says,
Register can then itself be organized with respect to field, tenor and mode, reflecting metafunctional diversity in its expression form, leaving genre to concentrate on the integration of meanings engendered by field, tenor and mode as systematically related social processes.
In other words, Martin suggests a three level procedure of text analysis: genre, register and language in which genre are realized through register while register is realized through language.
It is this type of genre-register relationship which is adopted by functional linguists who work on genre analysis in the field of English for Specific Purposes (ESP), such as Swales, Bathia, Johns, and others. Johns (1997), for instance, claims that register refers to the predominance of particular lexical and grammatical features within a genre; it is one of the most important elements in what we might call ‘style’ or ‘text conventions’ Johns goes on to suggest that it is important to go beyond the linguistic performance of a text in discussing the concept of text and to consider how the vocabularies serve the values and the communicative purposes of readers, writers and communities. For this reason Johns believes that the concept of genre is more appropriate than that of register in discussing the nature of the text-context relationship.
2.2 Models of Analysis The final approach on genre is drawn from the work of applied linguistics working in the area generally described as English for Specific Purposes (ESP), such as Swales, Bathia, Johns, and others. Genre analysis studies in this tradition have typically focused on patterns of rhetorical organization and genre-specific language features. Swales (1990), for example, claims that studies in genre analysis are different from the traditional register or sub-register analysis in the importance of communicative purposes within a communicative settings. According to Bathia (1997), genres are meant to serve the goals of specific discourse communities, and in so doing, they tend to establish relatively stable structural forms, and to some extent, even constrain the use of lexico-grammatical resources in expressing these forms.
Although considered to be the privileged of a genre, however, the purpose or set of purposes
of a particular communicative event are not always easy to identify. Some speech activities may have multiple purposes such as ‘funeral oration’, ‘sales letters’, and ‘recipes’ (Johns 1997, 24), while others may have ‘conflicting purposes’ such as written examinations for students (Swales 1990). To further complicate the matter, for literary speech events such as poems, songs, and other poetic genre, communicative purpose may not be the most suitable and reliable parameter. According to Swales, although these typical communicative events may have a set of communicative purposes, however, their important features are for ‘verbal pleasure’ because this is what people normally enjoy when listening to or reading them. Similarly, Johns (1997) suggests that genre analysts need to be very careful when attributing a single set of communicative purposes to texts, writers or readers because of the complex nature of purposes of communicative events.
Now there are some models those were presented by Hashim (2005: in Doctor Linguistics Programme) such as:
A. Swale’s Moves Analysis Introduction Section * Move One: establishing the field
A. Showing centrality of the topic or B. Stating current knowledge of the topic or C. Ascribing key characteristics * Move Two: summarizing previous research * Move Three: preparing for present research by A. Indicating a gap or B. Questing raising C. Extending a finding * Move Four: introducing present research by A. Giving the purpose or B. Describing present research Swales, 1981: 22a
B. Create a Research Space (CARS) Model Move One: Establishing a territory Step 1 Claiming centrality and/or Step 2 Making topic generalization (s) and/or Step 3 Reviewing items of previous research Move Two: Establising a niche
Step 1A Counter-claiming or Step 1B Indicating a gap or Step 1C Question Raising or Step 1D Continuing a tradition Move Three: Occupying the niche Step 1A Outlining purposes or Step 1B Announcing present Research Step 2 Announcing principal findings Step 3 Indicating RA Structure (Swales, 1990:141)
LOGAT JURNAL ILMIAH BAHASA DAN SASTRA
Volume II No. 2 Oktober Tahun 2006
Universitas Sumatera Utara
❏ Sumarsih
Halaman 99 Comparison between the Advertisement Language
in Gender
Brett’s Model for the Results Sections in Research Articles
Categories
Move
1. Metatextual Categories
0.1. Pointer
0.2. Structure of section
2. Presentation Categories
0.3. Procedural
0.4. Hypothesis restated
1.1. Statement of finding/data
(a) Comparison
(b) Time related change
(c) Relationship between variables
2.1. Substantiation of finding
2.2. Non-validation of finding
3. Comment Categories
3.0. Explanation of finding 3.1. Comparison of finding with literature (a) 3.1. + (The finding is the same) (b) 3.1.?(The finding is neither the same nor different) (c) 3.1.-(The finding is different) 3.2. Evaluation of finding with reference to hypothesis (a) 3.2.+(the finding is the same as hypothesis) (b) 3.2.-(The finding is different from hypothesis) 3.3. Further question (s) raised by finding 3.4. Implications of finding 3.5. Summarising (Brett, 1994)
C. Bhatia
Business letters (1991) and legal documents (1993) the analyst should go through the following seven steps: 1. Placing the given genre-text in a situational context 2. Surveying existing literature 3. Refining the situational/contextual analysis 4. Selecting corpus 5. Studyng the institusional context 6. Level of linguistic analysis
Level 1: Analysis of lexico-grammatical features Level 2: Analysis of text-patterning or textualization Level 3: Structural interpretation of the text-genre 7. Specialist information in genre analysis (Bhatia, 1993: 22-36)
D. Business Genre
1. Establising credentials 2. Introducing the offer: (i) Offering the product or service,
(ii) Essential detailing of the offer), (iii) Indicating value of the offer 3. Offering incentives 4. Enclosing documents 5. Soliciting response 6. Using Pressure tactics 7. Ending politely.
LOGAT JURNAL ILMIAH BAHASA DAN SASTRA
Volume II No. 2 Oktober Tahun 2006 Universitas Sumatera Utara
Halaman 100 ❏ Sumarsih
Comparison between the Advertisement Language in Gender
3. ANALYSIS
In this analysis, it is used the move for business genre. There are seven moves to anlyse business genre: 1. Establishing credentials 2. Introducing the offer
(i) Offering the product or service (ii) Essential detailing of the offer (iii) Indicating value of the offer
3. Offering incentives 4. Enclosing documents 5. Soliciting response 6. Using Pressure tactics 7. Ending politely
There are three texts of man’s magazine (Tempo’s Magazine) (look into Encloser)
TEXT I: TV SANYO
No. Statement
1 Dynamic flat slim
2. SANYO
3. So slim, so stylish
4. Beyond Your Expectation
5. Biarlah imajinasi Anda menembus cakrawala dunia hiburan yang sesungguhnya
6. Dengan konsep TV Plasma image and minimalist design, tampilkan TV SANYO “Dynamic Flat Slim” 29 inch ini lebih ramping, dan mempesona. Anda pun semakin leluasa untuk meletakkannya di sudut ruang mana saja.
7. TV SANYO terbaru ini dilengkapi fitur-fitur yang memungkinkan Anda dapat menikmati sajian gambar dan kualitas suara, lebih dari yang Anda bayangkan
8. FREE exclusive tv
9. Audio System: A2 & Digital NICAM Stereo (CG29FS2), Emphassied Bass, Surround Sound System, 5 Band Graphic Equalizer, Sound Output7,5 W + 7,5 W RMS (2 speaker), 2 tweeter, Superwoofer Box Active 14 W RMS (CG29 F S2)
10. Video System: Scan Velocity Modulation, Dynamic Skin Tone.
11. Audio Video Terminal: Headphone Jack, S-Video, DVD Component Input dan Superwoofer Output
12. FREE CALL CENTRE: 0800-1-003-003
13. Kantor Pusat P.T. SANYO Sales Indonesia: Jln. Danau, Sunter Barat Blok A III No.38, 39 Jakarta 14350 TELP. 021 6505668 HUNTING FAX 021 6512556 KANTOR PERWAKILAN: Surabaya, Semarang, Bandung, Palembang, dan lainlain dengan alamat masing-masing
Move 6 1 2 3 3 2 step 2
2 step 3
2 step 3 2
2 2
5 5
Linguistic Features The use of Adjective The use of name of thing The use of adverb The use of clause The use of metaphor The use of verb, comparative degree
The use of superlative degree
The use of adjective The use of adjective
The use off adjective The use of adjective
The use of adjective The use of adjective
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❏ Sumarsih
Halaman 101 Comparison between the Advertisement Language
in Gender
TEXT II: HAND PHONE NOKIA
No. Statement
1. Nikmati AirAlbum 3D Ratu and Friends dengan 3D Sound Effect
2. Nokia 6270 dengan AirAlbum 3D Ratu & Friends dan Nokia 6111 dengan AirAlbum Ratu & Friends
3. Temukan serunya Nokia 6111 dengan Air Album Ratu and Friends dan Nikmati juga AirAlbum 3Dnya di Nokia 6270 Dengan 3D Sound Effect. Di aplikasi Air Album bebas download gratis 2 dari 3 pilihan content: wallpaper. Lagu atau true tone. Download juga aplikasi AirAlbum melalui internet di www.airalbum.net atau melalui ponsel di wap.airalbum.net atau di Nokia Professional Center dan Nokia Sales and Care Center terdekat.
4. NOKIA 6270 NOKIA 6111 In Touch SONY & BMG NOKIA Connecting People
5. Available on CD & Cassette
Move 1 2 2,3
2 step 1
3
Linguistic Features The use of exclamation The use of preposition The use of exclamation
The use of adjective
The use of adjective
6. Untuk informasi lengkap hubungi NOKIA Careline (021) 5 526-6542 atau 66542(khusus pengguna Telkomsel)
7. Dapatkan Nokia Asli dan BERGARANSI hanya di 5 NOKIA Sales and Care Center (NSCC): Jakarta NSCC, Jokyakarta NSCC, Surabaya NSCC, Pakanbaru NSCC, dan lain-lain, masing-masing dengan alamat lengkap
The use of speech order The use of speech order
TEXT III: BNI CARD
No. Statement
1. BNI Card Kartu Debit dari BNI Taplus
2. Ditarik sana-sini tidak masalah selama bisa gesek sanasini
3. www.bni.co.id
4. Dengan BNI Card kartu debit dari BNI Taplus, Anda bisa berbelanja di mana saja tanpa perlu repot bawa uang tunai kemana-mana.
5. Untuk kemudahan dan Kenyamanan berbelanja, segera miliki BNI Card, kartu belanja yang diterima di jutaan merchant berlogo MasterCard di seluruh dunia.
6. Khusus pemegangKARTUPLUS Segera tukarkan kartu Anda menjadi BNI Card mulai tanggal 19 Agustus 2005 – 20 Februari 2006 dan raih kesempatan memenangkan mobil kijang Innova*) *) Syarat sebagaimana ketentuan berlaku
7. Untuk informasi lebuh lanjut, hubungi Kantor Cabang BNI terdekat atau layanan perbankan 24 jam BNI PhonePlus melalui BNI Call di (021) 5789 9999 atau 68888 melalui ponsel.
8. BNI Taplus Hidup selalu bisa lebih mudah
Move 1 2 5 2 step 2
5
5
5
2 step 3
Linguistic Features The use of adjective The use of passive voice The use of symbol The use of preposition
The use of preposition The use of speech command The use of speech order
The use of preposition The use of speech order
The use of comparative degree
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Volume II No. 2 Oktober Tahun 2006 Universitas Sumatera Utara
Halaman 102 ❏ Sumarsih
Comparison between the Advertisement Language in Gender
There are three texts of lady’s magazine (Kartini’s magazine).
TEXT I: POND’S
No. Statement
Move
1. Fakta: 96% tampak lebih putih
1
2. Dengan formula unik vitamin B3 Pond’s benar-benar 2
membuat kulit tampak lebih putih.
3. POND’s INSTITUTE
1
Tokyo, New York, Madrid
4. Pond’s Care Line: 0-800-15-80000 (Layanan bebas 6
pulsa)
Linguistic Features The use comparative degree The use of comparative degree
The use of adjective
The use of adjective
TEXT II: NATURE E
No. Statement
1. Rasakan pesona barunya 2. Nature E
Pancaran Hidup Sehat Alami
3. POM SD.041 317 161
4. Darya-Varia Laboratoria 5. Diproduksi oleh: P.T. Darya Varia Laboratoria Tbk
Gunung Putri, Bogor-Indoneisa
Move 1 2 step 3
1 1 4
Linguistic Features The use of adjective The use of adverb
The use of number The use of adjective The use of passive voice
TEXT III: Total
No. Statement 1. Jelas aja nyuci jadi asyik, harum sih! 2. Harum bersihnya… Kagak Nahaaan 3. Hanya Rp.7500,-
Move 1 2 3
Linguistic Features The use of exclamation The use of exclamation The use of nominal
4. CONCLUSION
4.1 Move
NO. MOVE 1. 1. Establishing credentials
2. 2. Introducing the offer 3. (i) Offering the product or
Service 4. (ii) Essential detailing of the
Offer 5. (iii) Indicating value of the offer 6. 3. Offering incentives 7. 4. Enclosing documents 8. 5. Soliciting response 9. 6. Using pressure tactics 10. 7. Ending politely
Total
MAN’S MAGAZINE 3 7 1
2
3 4 0 8 1 0 29
LADY’S MAGAZINE 6 2 0
0
1 1 1 0 1 0 12
4.2 Linguistic Features
NO. LINGUISTIC FEATURE 1. The use of adjective 2. The use of name of thing 3. The use of adverb 4. The use of metaphor 5. The use of verb 6. The use of comparative degree 7. The use of superlative degree 8. The use of exclamation 9. The use of preposition 10. The use of speech order 11. The use of Passive voise 12. The use of symbol 13. The use of speech command 14. The use number/nominal
MAN’S MAGAZINE 10 1 1 1 1 2 1 2 3 4 1 1 1 2 29
LADY’S MAGAZINE 4 0 1 0 0 2 0 2 0 0 1 0 0 2 12
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❏ Sumarsih
Halaman 103 Comparison between the Advertisement Language
in Gender
4.3 Visual/Picture
NO. TEXT 1. I : TV SANYO
I : POND’S
2. II : HAND PHONE NOKIA II : NATUR E
3. III : BNI CARD III : TOTAL
ADVERTISEMENT PICTURE OF MAN’S MAGAZINE
The picture is in the above of the statement, and almost 2/3 page. The picture is about television and the slim leg of woman
The picture is in the above of the statement, and almost 2/3 page. The picture is two women and one man, every people holds different hand phone excitedly
The picture is in the above of the statement, and almost 2/3 page. The picture is about one family is very happy infront of the flat or building, and the people is pulled one into another it is meant of the sentence: tarik sana sini tidak masalah Æ metaphor
ADVERTISEMENT PICTURE OF LADY’S MAGAZINE
The picture is in the above of the statement, and almost 2/3 page. The picture is about woman and man but the woman face looks very white.
The picture is in the above of the statement, and almost full of one page. The picture is about the product and yellow flowers, the name of the flower is sun flower
The picture is in the above of the statement, and almost 2/3 page. The picture is about clothes are hanged in root, there is one boy looks very happy to see the cloth.
It is meant that the man’s magazine in advertisement always uses introducing the offer and the soliciting response, but the lady’s magazine in advertisement always used the establisihing credential, so the man can be predicted that the man is easy to be persuaded than woman.
It is meant that man’s magazine and lady’s magazine in advertisement always uses “adjective”.
Johns, Ann M. (1997). Text, Role, and Context: Developing Academic Literature, Cambridge: Cambridge University Press.
Leckie-Tarry, Helen (1995). The Specification of a Text: Register, Genre and Language Teaching. In Mohsen Ghadessy (ed.).
Martin, James R. (1992). English Text: System and Structure, Philadelpia: John Benjamins.
REFERENCES
Bathia, Vijay K. (1997). Genre-Mixing in Academic Introductions’ in English for Specific Purposes. 16/3
Brett, Paul. (1994). A Genre Analysis of the Results Sections of Sociology Articles in English for Specific Purposes. 13/1
Goshgarian, G. 1977. Exploring Language. Boston: Little Brown.
Hashim, Azirah. 2005. Materi Perkuliahan Program Doktor Linguistik. Semester II.
Paltridge, Brian. (1997). Genre, Frames and writing in Research Settings. Amsterdam/ Philadelphia: John Benjamins Publishng Company.
Swales, John M. (1997). Genre Analysis: English in Academic and Research Settings. Cambridge: Cambridge University Press.
Swales, John M. (1981). Aspects of Articles Introduction. Birmingham, UK: The Language Studies Unit, University of Aston.
LOGAT JURNAL ILMIAH BAHASA DAN SASTRA
Volume II No. 2 Oktober Tahun 2006 Universitas Sumatera Utara
Comparison between the Advertisement Language in Gender
COMPARISON BETWEEN THE ADVERTISEMENT LANGUAGE IN GENDER
Sumarsih
Fakultas Bahasa dan Seni Universitas Negeri Medan
Abstrak Tulisan ini berupaya membandingkan move (gerak) dan fitur-fitur linguistik dalam iklan majalah pria, seperti Tempo dan majalah wanita, Kartini. Sampel iklan yang diambil adalah iklan TV Sanyo, Handphone Nokia, dan BNI Card dari majalah Tempo dan iklan Bedak Ponds, Nature E, dan sabun serbuk Total dari majalah Kartini. Analisis didasarkan pada konsep yang ditawarkan Swales dan Bhatia. Dari hasil analisis disimpulkan bahwa dari 29 move yang terdapat dalam majalah pria ditemukan lebih banyak move kedua, yaitu introducing the offer ’memperkenalkan tawaran’ sebanyak 7 dan move kelima, yaitu soliciting response ‘permohonan jawab’ sebanyak 8, sedangkan dari 12 move pada majalah wanita terdapat 6 move dari move pertama, yaitu estabishing credential ‘membangun kepercayaan’. Makna yang dapat diprediksi adalah bahwa pria mudah dibujuk untuk membeli dengan cara menjelaskan produk beserta rincian yang penting dari salah satu produk yang ditawarkan, misalnya pencantuman harga dan kemudahan penghubungan. Berdasarkan fitur-fitur linguistik, pada majalah pria terdapat 10 adjektif dari 29 fitur linguistik dan pada majalah wanita terdapat 4 adjektif dari 12 fitur linguistik. Ini mengindikasikan bahwa iklan di Indonesia lebih banyak menggunakan adjektif, seperti flat ‘datar’, slim ‘langsing’, exclusive ‘untuk orang-orang tertentu’, pesona baru, dan lainlain dalam upaya membujuk dan merayu pembeli.
Kata kunci: iklan, gerak, fitur linguistik
1. INTRODUCTION
Indonesian or bahasa Indonesia (hereafter referred to as BI) has been formally used as the national and official or state language in Indonesia. Priyohutomo (1980) claims that Indonesian people have no problem with the use of BI as a national and state language as there is no rival ethnic or foreign language which could threaten the use of BI in Indonesia.
The use of BI for education at all levels has particularly facilitated and encouraged the use of BI as a means of communication among scholars in scientific contexts or as a means of communication among people of all level. Communication for all people in Indonesia can use televition, radio or magazine.
Magazine can be divided many kinds, one of that is for business. Because the writer want to analyse advertisement in magazine. 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.
Advertisement language expression is different from most of the other language expression that we use in our everyday life. It
needs a special language expression to make the advertisement meaningful and share interesting messages. As Goshgarian (1977: 225) describes, the differences between advertising language expression and other types of language expression as the following:
Over the year, the texture of advertising language has frequently change. Style and creative concept come and go. But there are at least for distinct characteristics that make it different from other languages :a). the language of advertising is edited and purposeful when most other language transactions are “elliptical”, b) the language of advertising is rich and arresting. c). the language of advertising involves us; in effect, we complete the advertising message, d) the language of advertising holds no secrets from us, it is a simple language.
From quotation above, it may be added further: a) Advertising language cannot afford to be so
desultory. It does have specific purpose, that is, to sell us something. In other words,
LOGAT JURNAL ILMIAH BAHASA DAN SASTRA
Volume II No. 2 Oktober Tahun 2006 Universitas Sumatera Utara
❏ Sumarsih
Halaman 97 Comparison between the Advertisement Language
in Gender
advertising messages have a clear purpose, they are intended to build and attract a specific response. b) The language of advertising is beautiful and interesting. It intends to attract and hold our attention to know about the product and further buy it. c) The language of advertising is carefully engineered. It uses various devices to get our attention. It means that we could participate in it. d) The language of advertising is simple. The difficult words are edited out and replaced by simple words in order to avoid misinterpretation but sometimes they are complicated.
There are two kinds magazines those the writer wants to analyse such as: man’s magazine and lady’s magazine. Every gender consists of three texts: The titles of man’s magazine: TV SANYO, HAND PHONE NOKIA, and BNI Card. The titles of lady’s magazine: PONDS, NATURE E, and TOTAL.
2. GENRE, AND MODELS OF ANALYSIS
2.1 Genre According to Leckie-Tarry (1995), the emphasis of contemporary functional genre theorists is on the social and cultural aspects of genres as the generating factor of all communicative actions, including linguistics actions. Leckie-Tarry further suggests that the concepts of genre offers an interaction between socio-cultural features and textual features; the socio-cultural features of a particular community in which a text is contructed and used affect the textual forms because of the constraints placed on them by the community members.
Leckie-Tarry (1995) points out that, the difference between the concept of register and the concept of genre rests on the position or the role of
the communicative purpose of a particular text. In register, according to Leckie-Tarry, the communicative purpose of a particular text is recognized on the basis of its linguistic features, while in genre, the communicative purpose is an explicit or overt social communicative event, which becomes the main determining factor in generic classifications of texts.
The notion of genre, however, is also not free from theoretical problems. Paltridge (1997), for example, suggests that the notion of genre has been used in a range of different areas including folklore studies, linguistic anthropology, the ethnography of communication, conversational analysis, rhetoric, literacy theory, the sociology of language, and applied linguistics. Paltridge further explains that, there are many ways in which the approaches to the descriptions and definition ofgenres described in these particular areas overlap, and at times, ways in which they are quite different from each other. This is mainly because of the different goal of each of the approaches to genre analysis, the differing theoretical positions and concerns underlying the various approaches. Aspects of genre where theoretical views can be similar or different from one approach to another, include the place of the structure of a text in the description and definition of genres, the relationship between genre and context, the relationship between genre and culture, and the relationship between genre and cognition.
An attempt to resolve the apparent conflict in terminology andt conceptualization between register and genre among functional linguists has been made by Martin (1992). Martin perceives the two contextual concepts of register and genre in mutual relationship but distinguishes register from genre. Martin places register as a semiotic system intervening between genre (above) and language (below), where language is treated as part of register and register is a part of genre. The position and relationsip between genre and register are illustrated below:
Genre
Register (mode, tenor, and field)
Discourse Semantics
Lexico-grammar
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Comparison between the Advertisement Language in Gender
As can be seen in Figure, unlike Halliday, Martin places genre higher on the scale than register. However, Martin admits that the advantage of using both concepts (register and genre) is that instead of setting field, tenor, and mode variables for the whole of a particular text as in register theory, values can be adjusted from one stage to the next. In his own words, Martin (1992: 495) says,
Register can then itself be organized with respect to field, tenor and mode, reflecting metafunctional diversity in its expression form, leaving genre to concentrate on the integration of meanings engendered by field, tenor and mode as systematically related social processes.
In other words, Martin suggests a three level procedure of text analysis: genre, register and language in which genre are realized through register while register is realized through language.
It is this type of genre-register relationship which is adopted by functional linguists who work on genre analysis in the field of English for Specific Purposes (ESP), such as Swales, Bathia, Johns, and others. Johns (1997), for instance, claims that register refers to the predominance of particular lexical and grammatical features within a genre; it is one of the most important elements in what we might call ‘style’ or ‘text conventions’ Johns goes on to suggest that it is important to go beyond the linguistic performance of a text in discussing the concept of text and to consider how the vocabularies serve the values and the communicative purposes of readers, writers and communities. For this reason Johns believes that the concept of genre is more appropriate than that of register in discussing the nature of the text-context relationship.
2.2 Models of Analysis The final approach on genre is drawn from the work of applied linguistics working in the area generally described as English for Specific Purposes (ESP), such as Swales, Bathia, Johns, and others. Genre analysis studies in this tradition have typically focused on patterns of rhetorical organization and genre-specific language features. Swales (1990), for example, claims that studies in genre analysis are different from the traditional register or sub-register analysis in the importance of communicative purposes within a communicative settings. According to Bathia (1997), genres are meant to serve the goals of specific discourse communities, and in so doing, they tend to establish relatively stable structural forms, and to some extent, even constrain the use of lexico-grammatical resources in expressing these forms.
Although considered to be the privileged of a genre, however, the purpose or set of purposes
of a particular communicative event are not always easy to identify. Some speech activities may have multiple purposes such as ‘funeral oration’, ‘sales letters’, and ‘recipes’ (Johns 1997, 24), while others may have ‘conflicting purposes’ such as written examinations for students (Swales 1990). To further complicate the matter, for literary speech events such as poems, songs, and other poetic genre, communicative purpose may not be the most suitable and reliable parameter. According to Swales, although these typical communicative events may have a set of communicative purposes, however, their important features are for ‘verbal pleasure’ because this is what people normally enjoy when listening to or reading them. Similarly, Johns (1997) suggests that genre analysts need to be very careful when attributing a single set of communicative purposes to texts, writers or readers because of the complex nature of purposes of communicative events.
Now there are some models those were presented by Hashim (2005: in Doctor Linguistics Programme) such as:
A. Swale’s Moves Analysis Introduction Section * Move One: establishing the field
A. Showing centrality of the topic or B. Stating current knowledge of the topic or C. Ascribing key characteristics * Move Two: summarizing previous research * Move Three: preparing for present research by A. Indicating a gap or B. Questing raising C. Extending a finding * Move Four: introducing present research by A. Giving the purpose or B. Describing present research Swales, 1981: 22a
B. Create a Research Space (CARS) Model Move One: Establishing a territory Step 1 Claiming centrality and/or Step 2 Making topic generalization (s) and/or Step 3 Reviewing items of previous research Move Two: Establising a niche
Step 1A Counter-claiming or Step 1B Indicating a gap or Step 1C Question Raising or Step 1D Continuing a tradition Move Three: Occupying the niche Step 1A Outlining purposes or Step 1B Announcing present Research Step 2 Announcing principal findings Step 3 Indicating RA Structure (Swales, 1990:141)
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Brett’s Model for the Results Sections in Research Articles
Categories
Move
1. Metatextual Categories
0.1. Pointer
0.2. Structure of section
2. Presentation Categories
0.3. Procedural
0.4. Hypothesis restated
1.1. Statement of finding/data
(a) Comparison
(b) Time related change
(c) Relationship between variables
2.1. Substantiation of finding
2.2. Non-validation of finding
3. Comment Categories
3.0. Explanation of finding 3.1. Comparison of finding with literature (a) 3.1. + (The finding is the same) (b) 3.1.?(The finding is neither the same nor different) (c) 3.1.-(The finding is different) 3.2. Evaluation of finding with reference to hypothesis (a) 3.2.+(the finding is the same as hypothesis) (b) 3.2.-(The finding is different from hypothesis) 3.3. Further question (s) raised by finding 3.4. Implications of finding 3.5. Summarising (Brett, 1994)
C. Bhatia
Business letters (1991) and legal documents (1993) the analyst should go through the following seven steps: 1. Placing the given genre-text in a situational context 2. Surveying existing literature 3. Refining the situational/contextual analysis 4. Selecting corpus 5. Studyng the institusional context 6. Level of linguistic analysis
Level 1: Analysis of lexico-grammatical features Level 2: Analysis of text-patterning or textualization Level 3: Structural interpretation of the text-genre 7. Specialist information in genre analysis (Bhatia, 1993: 22-36)
D. Business Genre
1. Establising credentials 2. Introducing the offer: (i) Offering the product or service,
(ii) Essential detailing of the offer), (iii) Indicating value of the offer 3. Offering incentives 4. Enclosing documents 5. Soliciting response 6. Using Pressure tactics 7. Ending politely.
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Comparison between the Advertisement Language in Gender
3. ANALYSIS
In this analysis, it is used the move for business genre. There are seven moves to anlyse business genre: 1. Establishing credentials 2. Introducing the offer
(i) Offering the product or service (ii) Essential detailing of the offer (iii) Indicating value of the offer
3. Offering incentives 4. Enclosing documents 5. Soliciting response 6. Using Pressure tactics 7. Ending politely
There are three texts of man’s magazine (Tempo’s Magazine) (look into Encloser)
TEXT I: TV SANYO
No. Statement
1 Dynamic flat slim
2. SANYO
3. So slim, so stylish
4. Beyond Your Expectation
5. Biarlah imajinasi Anda menembus cakrawala dunia hiburan yang sesungguhnya
6. Dengan konsep TV Plasma image and minimalist design, tampilkan TV SANYO “Dynamic Flat Slim” 29 inch ini lebih ramping, dan mempesona. Anda pun semakin leluasa untuk meletakkannya di sudut ruang mana saja.
7. TV SANYO terbaru ini dilengkapi fitur-fitur yang memungkinkan Anda dapat menikmati sajian gambar dan kualitas suara, lebih dari yang Anda bayangkan
8. FREE exclusive tv
9. Audio System: A2 & Digital NICAM Stereo (CG29FS2), Emphassied Bass, Surround Sound System, 5 Band Graphic Equalizer, Sound Output7,5 W + 7,5 W RMS (2 speaker), 2 tweeter, Superwoofer Box Active 14 W RMS (CG29 F S2)
10. Video System: Scan Velocity Modulation, Dynamic Skin Tone.
11. Audio Video Terminal: Headphone Jack, S-Video, DVD Component Input dan Superwoofer Output
12. FREE CALL CENTRE: 0800-1-003-003
13. Kantor Pusat P.T. SANYO Sales Indonesia: Jln. Danau, Sunter Barat Blok A III No.38, 39 Jakarta 14350 TELP. 021 6505668 HUNTING FAX 021 6512556 KANTOR PERWAKILAN: Surabaya, Semarang, Bandung, Palembang, dan lainlain dengan alamat masing-masing
Move 6 1 2 3 3 2 step 2
2 step 3
2 step 3 2
2 2
5 5
Linguistic Features The use of Adjective The use of name of thing The use of adverb The use of clause The use of metaphor The use of verb, comparative degree
The use of superlative degree
The use of adjective The use of adjective
The use off adjective The use of adjective
The use of adjective The use of adjective
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TEXT II: HAND PHONE NOKIA
No. Statement
1. Nikmati AirAlbum 3D Ratu and Friends dengan 3D Sound Effect
2. Nokia 6270 dengan AirAlbum 3D Ratu & Friends dan Nokia 6111 dengan AirAlbum Ratu & Friends
3. Temukan serunya Nokia 6111 dengan Air Album Ratu and Friends dan Nikmati juga AirAlbum 3Dnya di Nokia 6270 Dengan 3D Sound Effect. Di aplikasi Air Album bebas download gratis 2 dari 3 pilihan content: wallpaper. Lagu atau true tone. Download juga aplikasi AirAlbum melalui internet di www.airalbum.net atau melalui ponsel di wap.airalbum.net atau di Nokia Professional Center dan Nokia Sales and Care Center terdekat.
4. NOKIA 6270 NOKIA 6111 In Touch SONY & BMG NOKIA Connecting People
5. Available on CD & Cassette
Move 1 2 2,3
2 step 1
3
Linguistic Features The use of exclamation The use of preposition The use of exclamation
The use of adjective
The use of adjective
6. Untuk informasi lengkap hubungi NOKIA Careline (021) 5 526-6542 atau 66542(khusus pengguna Telkomsel)
7. Dapatkan Nokia Asli dan BERGARANSI hanya di 5 NOKIA Sales and Care Center (NSCC): Jakarta NSCC, Jokyakarta NSCC, Surabaya NSCC, Pakanbaru NSCC, dan lain-lain, masing-masing dengan alamat lengkap
The use of speech order The use of speech order
TEXT III: BNI CARD
No. Statement
1. BNI Card Kartu Debit dari BNI Taplus
2. Ditarik sana-sini tidak masalah selama bisa gesek sanasini
3. www.bni.co.id
4. Dengan BNI Card kartu debit dari BNI Taplus, Anda bisa berbelanja di mana saja tanpa perlu repot bawa uang tunai kemana-mana.
5. Untuk kemudahan dan Kenyamanan berbelanja, segera miliki BNI Card, kartu belanja yang diterima di jutaan merchant berlogo MasterCard di seluruh dunia.
6. Khusus pemegangKARTUPLUS Segera tukarkan kartu Anda menjadi BNI Card mulai tanggal 19 Agustus 2005 – 20 Februari 2006 dan raih kesempatan memenangkan mobil kijang Innova*) *) Syarat sebagaimana ketentuan berlaku
7. Untuk informasi lebuh lanjut, hubungi Kantor Cabang BNI terdekat atau layanan perbankan 24 jam BNI PhonePlus melalui BNI Call di (021) 5789 9999 atau 68888 melalui ponsel.
8. BNI Taplus Hidup selalu bisa lebih mudah
Move 1 2 5 2 step 2
5
5
5
2 step 3
Linguistic Features The use of adjective The use of passive voice The use of symbol The use of preposition
The use of preposition The use of speech command The use of speech order
The use of preposition The use of speech order
The use of comparative degree
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Comparison between the Advertisement Language in Gender
There are three texts of lady’s magazine (Kartini’s magazine).
TEXT I: POND’S
No. Statement
Move
1. Fakta: 96% tampak lebih putih
1
2. Dengan formula unik vitamin B3 Pond’s benar-benar 2
membuat kulit tampak lebih putih.
3. POND’s INSTITUTE
1
Tokyo, New York, Madrid
4. Pond’s Care Line: 0-800-15-80000 (Layanan bebas 6
pulsa)
Linguistic Features The use comparative degree The use of comparative degree
The use of adjective
The use of adjective
TEXT II: NATURE E
No. Statement
1. Rasakan pesona barunya 2. Nature E
Pancaran Hidup Sehat Alami
3. POM SD.041 317 161
4. Darya-Varia Laboratoria 5. Diproduksi oleh: P.T. Darya Varia Laboratoria Tbk
Gunung Putri, Bogor-Indoneisa
Move 1 2 step 3
1 1 4
Linguistic Features The use of adjective The use of adverb
The use of number The use of adjective The use of passive voice
TEXT III: Total
No. Statement 1. Jelas aja nyuci jadi asyik, harum sih! 2. Harum bersihnya… Kagak Nahaaan 3. Hanya Rp.7500,-
Move 1 2 3
Linguistic Features The use of exclamation The use of exclamation The use of nominal
4. CONCLUSION
4.1 Move
NO. MOVE 1. 1. Establishing credentials
2. 2. Introducing the offer 3. (i) Offering the product or
Service 4. (ii) Essential detailing of the
Offer 5. (iii) Indicating value of the offer 6. 3. Offering incentives 7. 4. Enclosing documents 8. 5. Soliciting response 9. 6. Using pressure tactics 10. 7. Ending politely
Total
MAN’S MAGAZINE 3 7 1
2
3 4 0 8 1 0 29
LADY’S MAGAZINE 6 2 0
0
1 1 1 0 1 0 12
4.2 Linguistic Features
NO. LINGUISTIC FEATURE 1. The use of adjective 2. The use of name of thing 3. The use of adverb 4. The use of metaphor 5. The use of verb 6. The use of comparative degree 7. The use of superlative degree 8. The use of exclamation 9. The use of preposition 10. The use of speech order 11. The use of Passive voise 12. The use of symbol 13. The use of speech command 14. The use number/nominal
MAN’S MAGAZINE 10 1 1 1 1 2 1 2 3 4 1 1 1 2 29
LADY’S MAGAZINE 4 0 1 0 0 2 0 2 0 0 1 0 0 2 12
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4.3 Visual/Picture
NO. TEXT 1. I : TV SANYO
I : POND’S
2. II : HAND PHONE NOKIA II : NATUR E
3. III : BNI CARD III : TOTAL
ADVERTISEMENT PICTURE OF MAN’S MAGAZINE
The picture is in the above of the statement, and almost 2/3 page. The picture is about television and the slim leg of woman
The picture is in the above of the statement, and almost 2/3 page. The picture is two women and one man, every people holds different hand phone excitedly
The picture is in the above of the statement, and almost 2/3 page. The picture is about one family is very happy infront of the flat or building, and the people is pulled one into another it is meant of the sentence: tarik sana sini tidak masalah Æ metaphor
ADVERTISEMENT PICTURE OF LADY’S MAGAZINE
The picture is in the above of the statement, and almost 2/3 page. The picture is about woman and man but the woman face looks very white.
The picture is in the above of the statement, and almost full of one page. The picture is about the product and yellow flowers, the name of the flower is sun flower
The picture is in the above of the statement, and almost 2/3 page. The picture is about clothes are hanged in root, there is one boy looks very happy to see the cloth.
It is meant that the man’s magazine in advertisement always uses introducing the offer and the soliciting response, but the lady’s magazine in advertisement always used the establisihing credential, so the man can be predicted that the man is easy to be persuaded than woman.
It is meant that man’s magazine and lady’s magazine in advertisement always uses “adjective”.
Johns, Ann M. (1997). Text, Role, and Context: Developing Academic Literature, Cambridge: Cambridge University Press.
Leckie-Tarry, Helen (1995). The Specification of a Text: Register, Genre and Language Teaching. In Mohsen Ghadessy (ed.).
Martin, James R. (1992). English Text: System and Structure, Philadelpia: John Benjamins.
REFERENCES
Bathia, Vijay K. (1997). Genre-Mixing in Academic Introductions’ in English for Specific Purposes. 16/3
Brett, Paul. (1994). A Genre Analysis of the Results Sections of Sociology Articles in English for Specific Purposes. 13/1
Goshgarian, G. 1977. Exploring Language. Boston: Little Brown.
Hashim, Azirah. 2005. Materi Perkuliahan Program Doktor Linguistik. Semester II.
Paltridge, Brian. (1997). Genre, Frames and writing in Research Settings. Amsterdam/ Philadelphia: John Benjamins Publishng Company.
Swales, John M. (1997). Genre Analysis: English in Academic and Research Settings. Cambridge: Cambridge University Press.
Swales, John M. (1981). Aspects of Articles Introduction. Birmingham, UK: The Language Studies Unit, University of Aston.
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