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- Lack of penetration
Magazines are essentially a national medium and cannot be used to dominate local markets. Sunday supplements can be used for this purpose,
but the selectivity of the medium is lost in the purpose. -
Inflexibility Magazines are relatively inflexible in two respects: a Although regional
and metropolitan editions are available in some magazines, it is generally difficult to vary advertising pressure geographically with magazines. b
Magazine closing dates are often two or three months prior to the date of issue, thus precluding moving quickly to take advantage of marketing
opportunities. -
Lack of message immediacy Immediacy is not available in magazine advertising. Magazines are
basically an image medium, designed to sell over the long term. -
High cost Production costs for magazines are relatively high, particularly for four
color advertising
2.1.5 Relevant Studies
There are some related references to support this study, Emodi who has analyzed semantic of the language of advertising. Emotional connotative
meaning which are mostly used by advertisers is connected with pleasantries. In her study, she finds that signifiers and signified have a place in the meaning of
the language of advertising. Sugitanoto investigated kinds of meaning of phrases used in taglines of
automotive, electronic, and women beauty products advertisements. He found
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conceptual, connotative, and affective meanings are often found in advertisements of automotive, electronic, and women beauty to persuade a lot of
reader to buy the products.
Putra investigated semantic 10 political cartoons based on leech theory. The writer finds 81 cases. The cases are divided into seven types of meaning and
he found connotative 13 cases or 16,05 , Social meaning 6 cases or 07,41, Affective 12 cases or 14,81, Collocative 4 cases or 04,94 Thematic 1 case or
01,23. These various study help the writer to continue the study about meaning
or semantics in advertisements. 2.2
Conceptual Framework
Semantics is the study of meaning with the language as its object. What is the meaning of mean is learn in this study. To make the speakers understand and be able
to explain what the meaning of their utterances. Advertisement has involved into a vital communication systems for both
consumers and businesses. The writer described the meanings of the language of advertisements of woman beauty products. After knowing the meanings of
advertisements, the writer finds out what Leech’s types of meaning that emphasized in women beauty products advertisements.
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CHAPTER III METHODOLOGY
3.1 Method of the Study
Library research is applied. Library research is applied by consulting with somebooks and dictionary to collect the theories. In this research, the writer is also
used qualitative method because the data of this study are delivered in the form of words or sentences. This method is applied by giving descriptions about meanings
and what types of meaning that appears in data woman beauty products advertisements.
As the states by Miles and Huberman 1992:15 that “Qualitative data are attractive. They are a source of well-grounded, rich descriptions and explanations of
processes occurring in local contexts.”
3.2 Data and Source of Data
The main source of the data in this research are words onten advertisements of woman beauty product that have been taken random from Oprah Magazine
published in September 2013, October 2013, and November 2013. These magazines are manufactured in U.S.A. The writer would like to analyze these advertisements by
using semantic analysis by Leech theory.
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