Semantic Analysis of Women Beauty Product Advertisements

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SEMANTIC ANALYSIS OF WOMAN BEAUTY PRODUCT ADVERTISEMENTS

A THESIS

EL HAINUN

REG. NO. 100705017

DEPARTMENT OF ENGLISH

FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN 2014

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SEMANTIC ANALYSIS OF WOMAN BEAUTY PRODUCT ADVERTISEMENTS

A THESIS BY

EL HAINUN

REG. NO. 100705017

SUPERVISOR CO-SUPERVISOR

Dr. Eddy Setia, M. Ed. TESP

NIP. 19570412 198403 1 001 NIP. 19570803 198404 1004

Drs. Chairul Husni, M. Ed. TESOL

Submitted to Faculty of Cultural Studies University of Sumatera Utara Medan in partial fulfillment of the requirements for the degree of Sarjana Sastra from Departmentof English.

DEPARTMENT OF ENGLISH

FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN 2014

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Approved by the Department of English, Faculty of Cultural Studies University of Sumatera Utara (USU) Medan as thesis for The Sarjana Sastra Examination.

Head, Secretary,

Dr. H. Muhizar Muchtar, MS

NIP. 19541117 198003 1 002 NIP. 19750209 200812 1 002

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Accepted by the Board of Examiners in partial fulfillment of requirements for the degree of Sarjana Sastra from the English Department, Faculty of Cultural Studies University of Sumatera Utara.

The examination is held in the Faculty of Cultural Studies University of Sumatera Utara on Thursday,July 17th, 2014

The Dean of Faculty of Cultural Studies University of Sumatera Utara

NIP.19511013 197603 1 001 Dr. H. Syahron Lubis, MA

Board of Examiners

Dr. H. Muhizar Muchtar, MS ………..

Rahmadsyah Rangkuti, M. A., Ph. D ………..

Dr. Eddy Setia, M. Ed. TESP ………..

Dr. Ridwan Hanafiah, M.A ………..

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AUTHOR’S DECLARATION

I, EL HAINUN DECLARE THAT I AM THE SOLE AUTHOR OF THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A THESIS BY WHICH I HAVE QUALIFIED FOR OR AWARDED ANOTHER DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT DUE ACKNOWLEDGEMENTS IN THE MAIN TEXT OF THIS THESIS. THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER DEGREE IN ANY TERTIARY EDUCATION.

Signed :

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COPYRIGHT DECLARATION

NAME : EL HAINUN

TITLE OF THESIS : SEMANTIC ANALYSIS IN WOMAN BEAUTY PRODUCT ADVERTISEMENTS

QUALIFICATION : S-1/SARJANA SASTRA

DEPARTMENT : ENGLISH

I AM WILLING THAT MY THESIS SHOULD BE AVALIABLE FOR REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES, UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW OF THE REPUBLIC OF INDONESIA.

Signed :

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ACKNOWLEDGEMENT

A research like this is never the work of anyone alone. The contributions of many different people, in their different ways, have made this possible. I would like extend my appreciation especially to the following.

Give thanks to the Holy One, God, for the wisdom and perseverance that has been bestowed upon me during the process of this research, and indeed, throughout my life (Philippians 4:13) I can do everything because God give strength.

My sincere thanks to my supervisor, Dr. Eddy Setia, M. Ed. TESP, for his motivation, his knowledge, his guidance helped me to make this research possible. My sincere thanks also goes to Drs. Chairul Husni, M. Ed. TESOL, my Co-supervisor who helped me working on this research.

My honorable to the Dean of Faculty of Cultural Studies University of North Sumatera, Dr. Drs., Syahron Lubis, M.A., all the servants and all staffs for all contribution in accomplising this thesis.

My gratitude to the Head of English Department Dr. Muhizar Muchtar, M.S and Rahmadsyah Rangkuti, M.A Ph.D as the Secretary of English Department, who have given me a great opportunity and fully supported to accomplished this thesis.My sincere alsofor all the lecturers in English Department USU that have taught me about great things and for bang Mistam as administrator in English Department who has helped me to complete administration matters.

I would like to thank my everything, my best, my hero in my life, my beloved parents, my father Gohan Situmeang, and my mother Romauli Simanungkalit, for their unconditional support, spiritually, financial and emotionally throughout myself.

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Thanks for everything they do make me can do this research. “ Pak, Mak, I dedicate this thesis for you because I love you and want you proud of me, your Boru Panggoaran. My handsome awesome little brothers El Roy, El Frado, and my best little sweety sister El Haiza GQ that bring my name in their pray. I love u guys. My best, Rinta Situmeang. Thanks bebek, for make me spirit again when we talking about our ambitions. Together we run and get it all.

For someone that I call Abang, thank you for spirit and advice when I gave up. And all my friends, especially Novi, Devi, Romina, Ivo, Regina, Lince, Haryadi, Uli Piri, Natalia, and all my classmates in 2010 A Class that always make my life colorful and thanks for all the fun we have had in the last four years. Hope we will get job, wonderfull job after our graduation and then we meet in successfulness. Finally thanks to everybody that I could not mention one by one. Thanks for support and pray for me.

God bless us abundantly.

Medan, 23 rd July 2014 The Writer

El Hainun

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ABSTRACT

Advertisement is a kind of communication processes between consumer and producer. The most important thing in communication process is the understanding about meaning that is discussed to avoid missunderstanding between hearer and speaker. The study about meaning is semantics, and through this thesis entitled “Semantic Analysis of Woman Beauty Products Advertisements”, the writer is going to explore the meaning in used that appears in the object of the analysis. The data are collected from words in ten woman beauty product advertisements which have been taken fromOprah Magazine edition September, October and November 2013. Words on each advertisements will analysis based on Geofrey Leech theory about Semantics whichclassifies the meaning into seven types, conceptual, connotative, affective, collocative, stylistic, reflective, and thematic. In this study, the writer uses qualitative method because the data will be delivered by giving explanation in the form of words and sentences. The result of analysis shows that four of seven types of meaning appears,such as; conceptual 100%, connotative 50%, collocative 40% andaffective 20%, these four types of meaning are often appear in woman beauty product advertisements, meanwhile, the three other types are, stylistic, reflctive, and thematic, do not appears in the data.

Keywords: Semantics, Geofrey Leech, Advertisement

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ABSTRAK

Periklanan adalah salah satu contoh proses komunikasi antara konsumer dan produser. Hal yang terpenting dalam proses komunikasi adalah memahami makna dari sebuah topik yang dibicarakan untuk menghindari kesalahpahaman antara yang berbicara maupun yang mendengarkan. Semantik adalah ilmu yang mempelajari tentang makna, melalui thesis yang berjudul “Semantic Analysis of Woman Beauty Products Advertisements”penulis ingin membahas makna yang terdapat pada objek analisis. Data diambil dari kata-kata yang terdapat pada sepuluh iklan produk kecantikan wanita yang diambil dariOprah Magazine edisi September, Oktober and November 2013. Kata-kata tersebut akan dianalisis berdasarkan teori Geoffrey Leech tentang Semantik yang mengklasifikasi makna menjadi tujuh tipe, yaitu konseptual, konotatif, afektif, kolokatif, stilistik, reflektif, and tematik. Penulis menggunakan metode deskriptif kualitatif karena data akan disajikan dalam bentuk penjelasan-penjelasan dalam bentuk kata dan kalimat. Hasil dari penelitian ini menunjukkan bahwa empat dari tujuh tipe makna muncul dalam data , yaitu konseptual 100%, konotatif 50%, kolokatif 40% dan afektif 20%,keempat tipe makna ini sering muncul pada iklan produk kecantikan wanita, sementara tiga tipe lainnya stilistik, reflektif dan tematik tidak muncul.

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TABLE OF CONTENTS

AUTHOR’S DECLARATION ...……v

COPYRIGHT DECLARATION...…...v

ACKNOWLEDGEMENTS ...…..vii

ABSTRACT...ix

ABSTRAK...……x

TABLE OF CONTENTS...xi

CHAPTER I INTRODUCTION 1.1 Background of the Analysis...1

1.2 Scope of the Analys...3

1.3 Problems of the Analysis ...4

1.4 Objectives of the Problem...4

1.5 Significance of the Analysis...4

CHAPTER II REVIEW OF LITERATURE 2.1 Theoritical Framework...6

2.1.1 Semantics...6

2.1.2 Meanings of Meaning...7

2.1.3 Types of Meaning...10

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2.1.4.1 The Understanding of Advertisement...18

2.1.4.2 The Objectives of Advertisement...19

2.1.4.3 How an Advertisement Get Attention...20

2.1.4.4 Media of Advertisement...21

2.1.5 Relevant Studies...25

2.2 Conceptual Framework...26

CHAPTER III METHODOLOGY 3.1 Method of the Study...27

3.2 Data and Source Data...28

3.3 Data Analysis Method...38

CHAPTER IV DATA AND DATA ANALYSIS 4.1 Data Analysis...35

4.1.1 Leech’s seven types of meaning that is appeared in woman beauty product advertisements ...35

4.1.2 Leech’s seven types of meaning that is appeared in woman beauty product advertisements ...61

4.2 Findings...63

CHAPTER V CONCLUSIONS AND SUGGESTIONS 5.1 Conclusions...66

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REFERENCES...xiv

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ABSTRACT

Keywords: Semantics, Geofrey Leech, Advertisement

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ABSTRAK

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CHAPTER I

INTRODUCTION

1.1 Background of the Analysis

People use language to communicate with others every day. As a user, knowing the meaning of others utterances is needed to avoid misunderstanding between hearer and listener. Simply, the most important thing in communication process is the attainment of understanding the meaning. Linguistic has a branch, semantics that can help us exploring knowledge about meaning. Semantics is studying about meaning of words, sentences, phrases, and how that meaning is formed which related to feeling, idea, concept, and imagination of human. When we are dealing with meaning and there is no context consider, it means we are doing semantics.

The writer interests to analyze semantics in advertisement because advertisement is the way of many people or companies to promote their services or products which can increase selling. Promotion is very important because however good a product is, it will not find any buyers, if no one knows about it.

As a creator, an advertiser knows how, when and where the message should be transmitted to reach most people of the target group. Suhandang (2005:14) says, the advertisement main job is to inform about product and service as efficient as possible to public. To make effective and efficient, advertiser uses chosen words which all of them have certain purpose.

In advertisement, language is a tool to tell message from the producer to the consumer. An advertisement that is success in communication process if it delivers

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messages by words or pictures, and got consumer’s response by buying or using or doing something that has advertised.

But sometimes, there are utterances that make consumer confused. The consumer is difficult to understand words on it. Therefore we might know what the utterances purpose is, to know what kind of products or service we need. The writer analyzes meaning of words on advertisements that has taken from Oprah Magazine. Oprah Magazine is one of popular woman magazine in this world. And the writer interests choose woman beauty product advertisement as her object of the study because many women in this world want to be more attractive and beautiful. Women realize that beside having inner beauty, they need something from outside to make them more attractive and beautiful. They need woman beauty products (in this case: hair treatment, hair color, nail enamel, body lotion, and foundation) and they get information about woman beauty products from advertisements. Advertisements have be able to make public (women) believe that their products can help them to be. They have to be solutions for women’s problems.

This study has various relations with other researcher, which have done by Emodi who has analyzed semantic of the language of advertising. In her journal, she finds that emotional connotative meaning is the mostly used by advertisers, and itconnected with pleasantries. She finds that signifiers and signified have a place in the meaning of the language of advertising. Sugitanoto also investigatesthe language of advertisements of automotive, electronic, and women beauty products from newspapers and magazines. In his thesis he analyzes the semantics meaning, phrase construction of taglines language of automotive, electronic, and women beauty products that is used. He finds conceptual, connotative, and affective meanings are often found in advertisements of automotive, electronic, and women beauty to

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persuade many readers to buy the products. And then, Putra, from the whole analysis in his thesis which contains 10 political cartoons he finds connotative meaning is the most dominant type that is appeared in polotical cartoons. These various study help the writer to continue the study about meaning or semantics in advertisements.

The writer uses Leech theory about meaning in analysis this object of the study. Leech distinguishes meaning into seven types; the importance is conceptual meaning, and then connotative meaning, stylistic meaning, affective meaning, reflected meaning, collocative meaning, and thematic meaning. The writer investigated the language of advertisement of woman beauty products and it is emphasized in the seven types of meaning by Leech.

Based on the description above, the writer chooses “Semantic Analysis of Woman Beauty Products Advertisements”. The writer is going to explore the meaning in used that appears on the object of the analysis.

1.2 Scope of the Analysis

Based on the background above, the scope of this study is Semantic analysis focused on Leech’s seven types of meaning found in words of woman beauty products advertisements. The writer takesrandom ten samples (in this case: hair treatment, hair color, body lotion, and foundation) of woman beauty product advertisements from Oprah Magazine edition September, October, and November 2013 and then analysis words on each advertisement based on Leech’s seven types of meaning.

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1.3 Problems of the Analysis

Based on the description above, questions can be formulated as follows:

a. What are the Leech’s seven types of meaning that is appeared in woman beauty product advertisements?

b. What is the most dominant type of meaning that is found in woman beauty product advertisements?

1.4 Objectives of the Analysis

The purposes of the study can be summarized as below:

a. To show the Leech’s seven types of meaning that is appeared in woman beauty product advertisements.

b. To find the most dominant type of meaning that is found in woman beauty product advertisements

1.5 Significance of the Analysis

Theoretically, this study gives contribution to the readers or students especially students of English Department who are interested in Semantics studies. By giving ten woman beauty product advertisements as examples of types of meaning, the studentswill be easier to understand well on the Semantics especially the Leech’s seven types of meaning.

Practically, this study can make the readers know the language of advertisement. How the language uses in advertisement and what types of meaning used. So, they can easily know which products are needed.

Hopefully, this study is expected also to motivate some advertisers to use the language of their advertisements more meaningful, powerful, and attractive in

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deliver message or information on it, so people not only understand and give good responses but also receive useful information from it.

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CHAPTER II

REVIEW OF LITERATURE

2.1 Theoretical Framework

The writer uses some books as references to support ideas of this thesis. This is the study about semantics in advertisement, so the writer quotes theories related to the semantics and advertisement.

2.1.1 Semantics

The writer uses Leech theory about meaning to do this analysis. According to Leech (1974: ix) sayssemantics is central to the study of communication; and the center of the study of human mind – thought processes, cognition, conceptualization - how we classify and convey our experience of the world language.

It must be true that the more we understand the cognitive and communicative structures of language, the better we are able to recognize and control the ‘pathological’ or destructive elements in communication, and the better we are able to appreciate and to foster the forces that make for concord.

Crystal (2008:428) sayssemantics is a major branch of linguistics devoted to the study of meaning in language.

Griffiths (2006:15) says “Semantics, the study of word meaning and sentence meaning, abstracted away from contexts of use, is a descriptive

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subject.” When we are dealing with meaning and there is no context to consider, we are doing semantics.

Palmer (1976:1) saysSemantics is the technical term used to refer the study of meaning. Unfortunately, ‘meaning’ covers a variety of aspects of language, land there is no vey general agreement either about what meaning is or about the way in which it should be describe.

According to the definitions above, meanings are ideas or concepts that speaker transferred to the listener by language they are used. It can be conclude, semantics is the study of meaning, and the language is the object of this study. The study of meaning can be used to communicate better in society, to understand a literary work, every utterance, even in advertisement.

2.1.2 Meanings of Meaning

Palmer (1976: 1) treats semantics as the ‘science’ of meaning, and it was not primarily concerned with the historical change of meaning. The terms besides semantics has been used by some linguists, include semasiology, semology, semiotics, sememics, and semics. The terms are used to refer manipulation of language, mostly to mislead, by choosing the right word.

The term meaning is, of course, much more familiar to us all. But the dictionary will suggest a number of different meanings of meaning. It is stated also by Griffiths (2006:15) that semanticsdescription of language knowledge is different from the encyclopedia maker’s task of cataloguing general knowledge. For the example the words tangerine and Clementine illustrate distinctions that are not part of our knowledge of English, but rather a fruiter’s kind of expertise,

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which some other people also know, but which most users of English do not have to know. As long as they are aware that these are citrus fruits, they do not need English lessons on this point.

Palmer explained mean here (and meaning too) is used of signs, both natural and conventional, signs that indicate something that is happening or will happen, or something that has be done. Such signs provide information or give instructions, and it is easy to assume that language consists of signs of a similar kind.

According to Griffiths (2006:10), he gave a statement that is said the speaker is called as sender’s meaning, that is the meaning that the speaker or writer intends to convey by means of an utterance. Sender’s meaning is something that addresses continually having to make informed guesses about. Addressees can give indications, in their own next utterances, of their interpretation (or by performing other actions). The sender or fellow addressees or even bystanders will sometimes offer confirmation, corrections or elaborations.

Sender’s thoughts are private, but utterances are publicly observable. Typed or written utterances can be studied on paper or on the screens of digital devices. Spoken utterances can be recorded and played back. Other people who were present when an utterance was produced can be asked what they heard, or saw being written. We cannot be sure that sender meaning always coincides with addressee interpretation, so there is a dilemma over what to regard as the meaning of an utterance. Is it sender’s meaning or the interpretation that is made from the utterance, in context, by the addressee(s)? We cannot know exactly

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what either of these is. However, as language users, we gain experience as both senders and addressees and develop intuitions about the meaning an utterance is likely to carry in a given context.

How can we fail to say what we mean, or rather, how can the words failed to mean what we mean? Of course that we wish to suggest that the words do not mean what we might most obviously be thought to mean, that there is some other meaning besides the ‘literal’ meaning of the words. There are a number of quite different ways of achieving this. We can quite simply use such features as intonation or even perhaps non-linguistic signs such as a wink to indicated that the words must not be taken literary. In this respect there is one intonation tune in English that is particularly interesting – the fall – rise, in which the intonation falls and rises on the ‘accented’ word in a sentence. For this tune expresses reservations; Palmer (1976:4) gives example, I can say, with sarcasm, that’s very clever, to mean ‘That’s very stupid’, and if I winked when I say That’s mine, I probably intend to suggest that is not.

The word ‘meaning’ and its corresponding verb ‘to mean’ are among the most eminently discussable terms the English language. The example above showed that we shall not make much progress in the study of meaning by simply looking at common or even scholarly uses of the relevant terms. We must attempt to see what meaning is, or should be, within the framework of an ‘academic’ or ‘scientific’ discipline. Semantics is a part of linguistics, the scientific study of language. Semantics cannot escape from language.

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2.1.3 Types of Meaning

The purpose of distinguishing types of meaning is we can show how they all fit into the total composite effect of linguistic communication, and show how methods of study appropriate to one type may not be appropriate to another.

Leech (1974: 10) says, meaning can be distinguish into seven types of meaning, the importance is conceptual meaning, and then connotative meaning, stylistic meaning, affective meaning, reflected meaning, collocative meaning, and thematic meaning.

2.1.3.1 Conceptual Meaning

Leech (1974:10) says “Conceptual meaning (sometimes called denotative or cognitive meaning) is widely assumed to be the central factor in linguistics communication, and it can be shown to be integral to the essential functioning of language in a way that other types of meaning are not (which is not to say that conceptual meaning is the most important element of every act of linguistic communication).”

Leech points two structural principles that seem to lie at the basis of all linguistics patterning: the principle of contrastiveness and the principles of constituent structure. A very simple example of the principle of contrastive is provided by the words man, women, girl, and boy.

Man: [ + HUMAN + ADULT + MALE ] Women: [ + HUMAN + ADULT + FEMALE ] Girl: [ + HUMAN – ADULT + FEMALE ] Boy: [ + HUMAN – ADULT + MALE ]

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The second principle (constituent principle) is the principle by which larger linguistics units are built up out of smaller units.

Or it can be represented by bracketing: {(No) (man)}{[(is)] [(an) (island)]}

Leech grants a third generally acknowledged principle of linguistic organization, phonology, syntax, and semantics. This means that for the analysis of any sentence, we need to establish a ‘phonological representation’, a ‘syntactic representation’, and a ‘semantic representation’, and the stages by which one level of representation can be derived from another.

The aim of conceptual meaning is to provide, to know if we are distinguish that meaning from all other possible sentence meaning in language. For example, when someone is talking, we try to decoding (listening and interpreting), then we decoding, response by composing and speaking. From this account it will be clear that conceptual meaning is an inextricable and essential part of what language is, such that one can scarcely define language without refering to it.

Subject

Complement Verb

Determiner Noun

Determiner Noun is an island

No man

Predicate Sentence

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2.1.3.2 Connotative Meaning

Connotative is the opposite of denotative of conceptual. Leech (1974:14) says “Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content.” It can vary from age to age, from society to society, and from individual to individual. Connotative meaning of the term builds on the basic conceptual attributes to include the various additional non-criterion properties that we have come to learn to expert a referent poses.

We may notice that connotative meaning is not specific to language, but is shared by other communicative systems, such as visual art and music. The overlap between linguistic and visual connotations is particularly noticeable in advertising, where words are often the lesser partners of illustrations in the task of conferring on a product of halo of favourable associations. A second fact which indicates that connotative meaning is peripheral compared with conceptual meaning is that connotations are relatively unstable, that is, they vary according to culture, historical period, and the experience of the individual. Thirdly, connotative meaning is indeterminate and open-end in a sense in which conceptual meaning is not. The meaning of a word or sentence can be codified in terms of a limited set of symbols and that semantic representation of a sentence can be specified by means of a finite number of rules. The conceptual content is modeled on the assumptions that linguists generally make when analyzing other aspects of linguistic structure. Without assumptions, one can scarcely attempt to describe language as a coherent system at all.

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Strength, strong will, tolerance are the characteristics of father generally. It is more closely describes rigid definitions of “father’

2.1.3.3 Stylistic Meaning

Leech (1974:16)saysStylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. It is the formality of the expression. We ‘decode’ the stylistic meaning of a text through our recognition of different dimensions and levels of usage within the same language.

There is much convenience in restricting the term ‘synonymy’ to equivalence of conceptual meaning, so that we may then contrast conceptual synonyms with respect to their varying stylistic overtones, such as poetic, general, slang, baby language, literary, biblical, very formal or official, etc. The style dimension of ‘status’ is particularly important in distinguishing synonymous expressions.

Crystal (2008:460) says “Stylistics (n.) A branch of linguistics which studies the features of situational distinctive uses (varieties) of language, and tries to establish principles capableof accounting for the particular choices made by individual and socialgroups in their use of language”.

Example: Mother (formal), mom (colloquial), mama (child’s language) 2.1.3.4 Affective Meaning

Leech (1974:18) gives level of meaning that conveys the language user’s feelings, including his attitude or evaluation in shaping his use of language is called affective meaning or emotive meaning. For example, someone who is addressed: ‘You’re a vicious tyrant and a villainous

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reprobate, and I hate you for it!’ is left in little doubt as to the feelings of the speaker towards him. But there are less direct ways of disclosing our attitude than this: for example, by scaling our remarks according to politeness. With the object of getting people to be quiet, we might say either:

•I’m terribly sorry interrupt, but I wonder if you would be so kind as to lower your voices a little.

•Will you belt up.

Affective meaning is largely a parasitic category in the sense that to express our emotions. When we use these, we communicate feelings and attitudes without the mediation of any other kind of semantic function. Factors such as intonation and voice-timbre – what we often refer to as ‘tone of voice’ – are important.

2.1.3.5 Reflected Meaning

Leech (1974:19) says “Reflected meaning is the meaning which arises in cases of multiple conceptual meanings, when one sense of a word forms part of our response to another sense.” It is the product of people’s recognition and imagination. We are easy to find reflected meaning in poetry because heightened sensitivity to language in all respects.

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2.1.3.6 Collocative Meaning

Leech (1974:20) saysCollocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context.

Example: girl boy

boy man

flower car

Pretty garden handsome vessel

color overcoat

village airliner

etc. Typewriter

etc

In Oxford advanced learner’s dictionary (2005:293) says collocation is noun, linguistics term, a combination of words in a language, that happens very often and more frequently that would happen by chance. For example, ‘bitter’ collocates with ‘tears’ but ‘sour’ does not. Handsome woman and pretty woman are both acceptable, although they suggest a different kind of attractiveness because of the collocative associations of the two adjectives. Further examples are quasi-synonymous verb such as wander and stroll (cows may wander, but may not stroll) or tremble and

quiver (one trembleswith fear, but quivers with the excitement). Not all differences in potential co-occurence need to be explaines as associative

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meaning: some may be due to stylistic differences, others to conceptual differences.

2.1.3.7 Thematic Meaning

Leech (1974:22) saysthematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message.

Example: Tomorrow I plan to have an outing. I plan to have an outing tomorrow.

Certainly these have different communicative values in that they suggest different context: the active sentence answers an implicit question “When will you have an outing?” While the passive sentence answer is an implicit question “What will you do tomorrow?”

Thematic meaning means the meanings of language that communicated by the way in which a speaker or writer organizes the message, of terms in ordering, focus, and emphasis.

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Leech (1974:26) makes summary for types of meaning in a table.

Table 2.1.3 Seven types of meaning

1.CONCEPTUAL MEANING or sense Logical, cognitive, or denotative content ASSOCIATIVE MEANING 2.CONNOTATIVE MEANING 3.STYLISTIC MEANING 4.AFFECTIVE MEANING 5.REFLECTED MEANING 6.COLLOCATIVE MEANING

What is communicated by virtue of what language refers to

What is communicated of the social circumstances of language use

What is communicated of the feelings and attitudes of the speaker/ writer

What is communicated through association with another sense of the same expressions

What is communicated through association with words which tend to occur in the environment of another word

7.THEMATIC MEANING What is communicated by

the way in which the message is organized in terms of order and emphasis.

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2.1.4 Advertisement

2.1.4.1 The Understanding of Advertisement

Advertisement has involved into a vital communication systems for both consumers and businesses. Companies have products and services, and what the advertisement done is promoted it.

What is advertisement? The writer will give some definitions of advertisement which can be understood easily.

Belch and Belch (2002: 16) say advertising is defined as any paid form of nonpersonal communication about organization, product, service, or idea by an identified sponsor.

Burke (1980:6) states advertising is a sales message, directed at a mass audience that seeks through persuasion to sell goods, services, or ideas on behalf of the paying sponsor.

The American Marketing Association (AMA) in University of Mumbay (2011:4) recommends the definition, "Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor".

Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of

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large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers.

2.1.4.2The Objectives of Advertisement

Institute Distance and Open Learning(2011) states the fundamental

purpose of advertising is to sell something a product, a service or an idea. In addition to this general objective, advertising is also used by the modern business enterprises for certain specific objectives which are listed below: 1. To introduce a new product by creating interest for it among the

prospective customers.

2. To support personal selling program. Advertising maybe used to open customers' doors for salesman.

3. To reach people inaccessible to salesman.

4. To enter a new market or attract a new group of customers. 5. To light competition in the market and to increase the sales.

6. To enhance the goodwill of the enterprise by promising better quality products and services.

7. To improve dealer relations. Advertising supports the dealers in selling the products. Dealers are attracted towards a product which is advertised effectively.

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2.1.4.3How an Advertisement Get Attention

Schwab (1962:1) gives five fundamentals in the writing of a good advertisement, there are; get attention, show the people an advantage, prove it, persuade people to Grasp this advantage, and then ask for the action. An advertisement cannot stimulate sales if it is not read; it cannot be read if it is not seen; and it will not be seen unless it cannot get attention.

Nobody in the world is waiting for an advertisement appearance. Everybody in the world would much rather read the news, comics, stories, articles, editorials or even the obituaries. Advertisement is an uninvited guess, because no reader asked it, or paid it, to join the party which it is having with the publication it has bought. An advertisement paid to get it.

Schwab adds, one survey indicates that the average person reads only four advertisements in the average magazine. And, to capture that attention, an advertisement has got to earn it, either with headline or with layout, and preferably with both.

A headline purpose: to induce people to start reading the body matter (the copy) of the advertisement. Another headline can work almost like magic in enticing readers by the thousands into an advertisement whose copy moves people to action and thus moves products off the shelves. Headlines contain specific words or phrases that make the advertisement promise to tell consumers or readers: How, Here’s, These, Which, Which of These, Who, Who Else, Where, When, What, Why. Also note how frequently exact amounts are used: number of days, evening, hours, minutes, dollars, ways, types of. This attraction of the specific is worth special attention, not only relating to words and phrases but also

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concerning headline ideas themselves. For example, compare the appeal of “We’ll Help You Make More Money” with “We’ll Help You Pay the Rent.”

The principal purpose of a layout is not to win admiration for its own aesthetic beauty but to help to get and hold attention – and thus help an advertisement win the chance to do a selling job. How to get attention by layout? Schwab (1962:34) saysa layout must be so powerful, so unusual, or dynamically dominating that it captures the eyes despite the competition of other advertisements less unique or less positive in their impact and so uncommonly simple, sedate, or “nonprofessional” that’s very restraint captures attention.

To get and hold attention a layout should have two qualities there are, should be interesting to look at, and should not be static, but should convey the feeling of movement and action. The pictures in advertising increase attention value. People are more interested in words combined with pictures than in words alone; more in active – situation pictures than in static, posed ones nothing interesting is happening. When an advertisement deliver picture of the product, it will get more attention by showing it in use: doing something, accomplishing something for the reader.

2.1.4.4Media of Advertisement

The media strategy must be designed to supplement and support the overall marketing and communications objective. According to Craven (1987:36) media of advertisements are divided into two; print media and

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broadcast media. Print media, such as magazines, newspapers, direct mail, and outdoor advertisements. Broadcast media, such as television and radio.

2.1.4.5 Magazines Advertisement

Magazine is a periodic paperback publication containing articles, fiction, photographs, etc. Magazines are such a popular and familiar form for nowadays that it may seems strange or even to ask what magazine is. Magazines are issued at regular intervals weekly, monthly, or quarterly.

We can see the classification of magazine and the function of magazine advertising. They will be described in surface only; in order to make it is easy to be understood.

2.1.4.6 Classifications of Magazines

Standard Rate and Data Service (SRDS) in Belch & Belch (2004: 393) divide magazines into four broad categories based on the audience based on the audience to which they are directed: consumer, farm, and business publications, and women magazine. Each category is then further classified according to the magazine’s editorial content and audience appeal.

a. Customer magazines

People magazine was originally sold only through stores but then added subscription sales as it gain popularity. Magazine can also be classified by frequency; weekly, monthly, and bimonthly are the most common.

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b. Farm Publications

Farm publications are not classified with business publications because historically farms were not perceived as business.

c. Business Publications

Business publications are those magazines or trade journals published for specific businesses, industries, or occupations.

The major classifications include:

1. Magazines directed at specific professional groups, such as National Law Review for lawyers and Architectural Forum for architects.

2. Industrial magazines directed at businesspeople in various manufacturing and production industries,--for example, Iron and Steelmaker, Chemical Week, and Industrial Engineering.

3. Trade magazines targeted to wholesalers, dealers, distributors, and retailers.

4. General business magazines aimed at executives in all areas of business. Health care publications targeted to various areas including dental, medical and surgical, nursing, biotechnological sciences, and hospital administration

d. Women’s magazine

Female advertisements are probably designed by females and for female customers. Women’s magazine gives information about women’s fashion, cosmetics, woman’s service, romance, society, dressmaking and needlework classier. The women’s service magazine is an important source

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of fiction and information about family and personal problems as well as fashion news, with most of the editorial material featuring information about the family, home, and housekeeping. For example Cosmopolitan, Oprah, Good House Keeping, Women’s Day, Her World etc.

2.1.4.7Strengths and Weakness Advertisement in Magazines

Runyon (1984:465) says magazines have a number of advantages as an advertising medium. Some major advantages or strengths of magazines for advertising are:

a. High audience selectivity

With the exceptions of direct mail and those cases where the audience is restricted to local geographic areas, magazines are the most selective media for reaching target audiences/customer.

b. High quality reproduction

Most magazines are printed on paper that is excellent for used in detailed, four color reproduction. Interesting effects and high impact can be achieved.

c. Long life and reader interest

Magazine exposure life is longer than that of most other media. d. Audience characteristics

Magazine readers tend to rank above the national average in the areas income and education. Because magazine circulation tends to follow retail sales rather than population, it parallels the nation’s purchasing power. e. High prestige

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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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3.3 Data Analysis Method

Milles and Huberman (1992:20) says the analysis of qualitative break down into some steps,there are collecting data, reducing data, displaying data and drawing/verifying conclusion.

The writer uses Miles and Huberman methodology to analyze the whole data. The steps are:

1. Collecting Data

Data are all words of ten woman beauty product advertisements that had been taken fromOprah Magazine. Collecting data is done by take photos of those advertisement and rewrite words that is used on it.

2. Reducing Data

The writer starts the process by selecting, which data are needed for this study, focusing on data, simplifying, abstracting, and transforming the ‘raw’ data that is appeared in written-up field notes.

3. Displaying Data

The writer displaying organized assembly of information that permits conclusion drawing and action taking. The most frequent form of display for qualitative data has been narrative text.

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4. Drawing/Verifying Conclusion:

The last, the writer makes conclusion by drawing and verification. From the beginning of data collection, the qualitative analyst is beginning to decide what things mean, is noting regularities, patterns, explanations, possible configurations, causal flows, and propositions.

This analysis intends to interpret the meaning of the language in the advertisement of the Oprah Magazine based on the reference explanation i.e. symbol/word, referent/object/picture. The writer chooses those products as an object of the analysis which will be analyzed. The focus of this analysis is to analyze the meaning of words and to interpret what the advertisement means in Oprah Magazine. In this case, the writer tries to understand not only what the words mean, but also what the advertiser intends to say.

How the language of advertisement catchs consumers is going to analyze by the writer.

The writer gives an advertisement as the example of this study Suave PROFESIONAL – New Moroccan Infusion (Hair care)

This advertisement consists of the following parts:

The headline sentence: “This amazing for shine!” –David Fabi, Stylist. The support sentences: “It feels so light on my hair, I love it!” – Kimberlee Van Der Wall, Beauty Blogger. “Moroccan organ oil is all the buzz.” – Susan Trumpbour, Beauty Editor. It makes hair shine as well as the salon brand Moroccanoil.

This advertisement consists of two aspects that are verbal aspect and visual aspect. The verbal aspect is explanation about product by using words. The visual

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aspect is the picture. The picture helps producer to persuade consumer or reader, with shape and attractive color.

The writer focuses only to the verbal aspect. The writer will identified type of meaning of this advertisement based on Leech theory. It will be discussed below: 1. Conceptual Meaning

Conceptual is widely assumed to be central factor in linguistic communication. Sometimes it calls dennotative, or meaning based on dictionary. Conceptual meaning are distingushed into two, contrastiveness and structural.

• The principle of Contrastiveness

From the whole verbal aspect on this advertisement, the writer finds 3 nouns (profession) which have components to be compared.

No Noun

Denotative

Component

Human Expert Direct (to the object: hair) 1. Stylist A person whose job is cutting

and shaping people’s hair. (Hornby 2005: 1528)

+ + +

2. Beauty Blogger

A personal record that somebody puts on their website giving an account of their activities and their opinions, and discussing places on the Internet they

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have visited. A blog related to beauty.(Hornby 2005: 153)

3. Beauty Editor

A person who is in charge of a newspaper, magazine, etc., or part of one, and who decides what should be included, related to beauty. (Hornby, 2005: 487)

+ + -

This advertisement uses 3 comments of people who is worked, not only work but also expert about beauty (face, body, hair).The purpose is to make reader or consumer interest to use this product because people who are expert of beauty proud of this pruduct, even suggest women use this.

• The principle of constituent Structure, is the principle which larger linguistic units are built up out of smaller units. This aspect of the organization of language is often given in visual display in a tree-diagram:

This is a statement from Kimberlee Van Der Wall, a Beauty Blogger

sentence sentence

Subject Predicate Subject Predicate

Noun Verb Complement Noun Verb Complement Adjective noun clause Noun “It feels so light on my hair I love it!”

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The writer will make it simple in a table. The writer takes sentences and divides it into subject and predicate.

No Sentence Subject Predicate

Noun Verb Object/

Complemet 1. It feels so light

on my hair. I love it!

Feels

Love

So light on my hair.

2. “Moroccan organ oil is all the buzz.”Morrocan organ oil is all the buzz.”

Moroccan organ oil

Is All the buzz

3. It makes hair

shine as well as the salon brand Moroccanoil.

It Makes Hair shine as

well as the salon brand moroccanoil.

This advertisement is easy to be understood, because subject and predicate is clear enough. This advertisement intends to say that Suave Professioanal contains Moroccan oil that helps to make hair shine, light, and more beauty than before. 2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. The writer finds no

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connotative meaning in this advertisement. This advertisement use denotative or the actual object or idea to which the word refers.

3. Stylistic meaning is a piece of language conveys about the social circumstances of its use. The writer does not find this type of meaning.

4. Affective meaning is largely a parasitic category in the sense that to express our emotions. The writer finds affective meaning in this advertisement. It can be seen from the statement of David Fabi, a Stylist, “This amazing for shine!” show the feeling of speaker or producer, feeling amazed, happy, proud of this product. The support sentences are also show how the feeling of Kimberlee Van Der Wall, Beauty Blogger, “It feels so light on my hair, I love it!” Kimberlee said that how she loves this product. Susan Trumpbour a Beauty Editor added her opinion “Moroccan organ oil is all the buzz.” In Oxford Learner’s Dictionary, buzz: be full of excited talk. Susan tells to the people that Moroccan organ oil is an excited talk because of its benefits, and now people (women) can feel all benefits in Suave PROFESIONAL – New Moroccan Infusion.

5. Reflected meaning, is when one sense of a word forms part of our response to another sense. The writer does not find reflected meaning in this advertisement. 6. Collocative meaning, consists of the associations a word acquires on account of the meanings of words which tend occur in its environment. The writer does not find collocative meaning in this advertisement.

7. Thematic meaning, what is communicated by the way in which a speaker or writer organizes the message, in terms of ordering, focus, and emphasis. The analysis of this type is based on the grammatical construction that implicitly in forms a part of sentence to be emphasized on.

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From the analysis above, the writer finds conceptual meaning and affective meaning appears in this advertisement. The analysis of advertisement above is the example of how the writer will analyze the object of women beauty product advertisement, as the object of this study.

To find the most dominant type of meaning that is appeared in woman beauty product advertisements, the writer uses a formula referring to Nawawi’s social analysis method. Following is the formula of calculating the percentage of the data.

N = �

� 100 %

Where X: Number of subcategory of unit-shifts Y: Number of all data

N: The percentage of subcategory of unit-shifts

The percentage of the data of this studyis made to support in answering the second problem to find the dominant type of meaning that is appeared in woman beauty product advertisements.

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CHAPTER IV

DATA AND DATA ANALYSIS

4.1 Data Analysis

In this thesis the analysis is focused on the 10 selected advertisements from Oprah Magazine. The analysis is focused in the seven types of meaning based on Leech theory as stared before in chapter II. This chapter purpose is to answer two problem of the analysis as the writer said in chapter I.

4.1.1 Leech’s Seven Types of Meaning That is Appeared in Women Beauty Product Advertisements

Data are collected from words in Oprah Magazine then analyzed semantically. Data will analyzed as the following.

1. Advertisement of GARNIER – Olia (Hair Color) This advertisement consists of the following parts. The headline sentences: Hair color will never be the same.

The support sentences: Our 1st oil powered, ammonia – free permanent hair color.

-A technological breakthrough. Our oil – based formula propels color deep inside the hair. Maximum color performance

-Pure, vivid, long – lasting color with 100% gray coverage.

-Visibly improves and restore hair *Delicate floral scent, optimal comfort.Non greasy feel.

People are more interested to an advertisement that are in words combined with pictures than in words alone; more in active – situation pictures than in

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static, posed ones nothing interesting is happening. In advertisement, all words are called verbal aspect and the picture is called visual aspect.

The writer will identify type of meaning of this advertisement based on Leech theory. It will be discussed below:

1. Conceptual Meaning

• The principle of Contrastiveness. The writer analysis noun that can be translated conceptually. The writer does not find nouns with components which can be compared.

• The principle of Constituent Structure, is the principle which larger linguistic units are built up out of smaller units. The writer takes the data, then put in a table and divides it into subject and predicate. The writer finds one sentence which constructed in the principle of structure:

No Sentence Subject Predicate

Noun Verb Complement

1 Hair color will never be the same.

Hair color Will never be

The same

2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. In support sentence, the writer finds Maximum color performance, pure, vivid, long lasting color, visibly improves and restore hair, non greasy feel. These words refer to beautiful hair. The producer wants reader or consumer to bear in mind that Garnier – Olia Hair Color is the best one for coloring hair.

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3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer finds no stylistic meaning in here.

4. Affective meaning is largely a parasitic category in the sense that to express emotions. The writer does not find this type in this advertisement.

5. Reflective meaning is the meaning which arises in cases of multiple conceptual meanings, when one sense of a word forms part of our response to another sense. The writer does not find this type in this advertisement.

6. Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context. The writer does not find this type in this advertisement.

7. Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message, in terms of ordering, focus, and emphasis. The writer does not find this type in this advertisement.

From the explanation above, the writer concludes that in this advertisement two Leech’s types of meaning are appeared, there are conceptual meaning and connotative meaning.

2. Advertisement of JERGEN - Shea Butter (Skin Care) The headline sentence: Radiance begins with the SHEA

The support sentences: Our full of line of moisturizers, made with pure African Shea Butter deeply conditions to leave your skin 3 x more radiant. Making it your stunning feature.

People are more interested to an advertisement that are in words combined with pictures than in words alone; more in active – situation pictures than in static, posed ones nothing interesting is happening. This advertisement consists

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of two aspects that are verbal aspect and visual aspect. The verbal aspect is explanation about product by using words.

The writer is only focuses on analyze verbal aspect of this advertisement. The writer will identifie type of meaning of this advertisement based on Leech theory. It will be discussed below:

1. Conceptual Meaning

• The principle of Contrastiveness. The writer analysis noun that can be translated conceptually. But, the writer does not find nouns with components which can be compared.

• The principle of Constituent Structure, is the principle which larger linguistic units are built up out of smaller units. The writer takes the data, then puts in a table and divides it into subject and predicate. The writer finds two sentences which are constructed in the principle of structure:

No Sentence Subject Predicate

Noun Complement

Determiner _Noun

1 Radiance begins with the SHEA

Radiance The SHEA

2 Our full of line of moisturizers, made with pure African Shea

Butter deeply conditions to leave

Our full of line of moisturizers

Made with pure African

Shea Butter deeply

conditions to leave your skin

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your skin 3 x more radiant.

3x more radiant

2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. The writer finds no connotative meaning in here. This advertisement uses denotative or the actual object or idea to which the word refers.

3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. An advertisement seldom uses this type of meaning.

4. Affective meaning is the way of the speaker to express their emotions. The writer does not find this type in this advertisement.

6. Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context. The writer does not find this type in this advertisement.

From the explanation above, the writer concludes that this advertisement has conceptual meaning.

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3. Advertisement of Optimum REJUVENATE - Amla Legend (Hair Care) This advertisement consists of the following parts.

The headline: Undo two years of damage in just two weeks

The support sentences: More than a legend, a science. This unique hair care ritual transform hair for amazing inner strength and shine. The legendary power of Amla oil, the super fruit from India, is known for its rejuvenating properties.

This advertisement consists of two aspects that are verbal aspect and visual aspect. The verbal aspect is explanation about product by using words. An advertisement catchs consumers or readers not only by giving explanation about their product but also giving information related to their product. It can be seen in advertisement of Optimum REJUVENATE, More than a legend, a science. This unique hair care ritual transform hair for amazing inner strength and shine. These sentences are explanation about how Optimum REJUVENATE works. The legendary power of Amla oil, the super fruit from India, is known for its rejuvenating properties. This advertisement informs that Amla oil is from India and has legendary power to rejuvenate hair.

In headline, this advertisement says undo two years of damage in just two weeks to persuade consumers to use this. This is the promise of this product, sounds impossible but will be possible by Amla oil which is contained in this product. Amla oil is believed as legendary formula to rejuvenate hair.

The picture of this advertisement is a woman with her beautiful and unique cut hair. Her face is almost covers her face. Her expression is full of mystery, without smiling but looks proud of this product. This image persuades consumer or reader to use this product, because it will done as the picture’s showed.

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In this thesis, the writer focused on identifying what the type of meaning that is appeared in this advertisement.

1. Conceptual Meaning

• The principle of Contrastiveness

The word that can be translated conceptually is noun. The writer finds 2 nouns and she compares the component inside.

No Noun Denotative Component

Scientific Stereotype 1. legend A story from ancient times about

people and events, that may or may not true. (Hornby 2005: 878)

- +

2. science Knowledge about the structure and behavior of natural and physical world, based on facts that you can prove. (Hornby 2005: 1357)

+ -

From the table above, legend is (-) scientific and (+) stereotype, because Indian society believes Amla oil can rejuvenate hair, it may or not true, nobody knows until doing a research. Research shows that Amla oil rejuvenates hair, and this is fact. That is why this product is More than a legend, a science.

• The principle of Constituent Structure

The writer takes sentences and divides it into subject and predicate. The writer takes sentences and divides it into subject and predicate.

No Sentence Subject Predicate

Noun Verb Complement

1. This unique hair care ritual transform hair for amazing inner strength and shine.

This unique hair care ritual

Transform hair for amazing inner

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strength and shine.

2. The legendary power of Amla oil, the super fruit from India, is known for its rejuvenating properties.

The legendary power of Amla oil, the super fruit from India

is known for its

rejuvenati-ng

properties.

2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. The writer does not find this type of meaning in here. This advertisement uses denotative or the actual object or idea to which the word refers.

3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer does not find this type of meaning in here.

4. Affective meaning is largely a parasitic category in the sense that to express our emotions. The writer does not find this type of meaning in here.

6. Collocative meaning, consists of the associations a word acquires on account of the meanings of words which tend occur in its environment. We may categorized a word as collocative if the word has one or two synonyms which are very similar in their meanings, but in fact, there is a light difference between

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them. That is why we sometimes find out certain words which only suit one of two similar words. The writer finds one word which is included collocative meaning.

The word damage has synonym with hurt. The sentence is correct if Undo two years of damage in just two weeks, but incorrect if change damage with hurt Undo two years of hurt in just two weeks. Both of damage and hurt can be used to talk about bad effect on something. When we talk about hair, damage is used to explain the bad condition of hair caused of things.

7. Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message. The writer cannot find thematic in this advertisement.

In addition, one of the characteristics of woman beauty product advertisements is use time to complete a process, for example this advertisement uses “two weeks”. It means this product will complete the process of undo the damage in just two weeks, after that the user has beautiful hair without damage.

From the explanation above, the writer concludes that conceptual and collocative meaning is appeared in this advertisement to persuade consumers or readers.

4. Advertisement of LANCOME PARIS – Teint Visionnaire Foundation (Skin Care)

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The tagline sentence: What if a foundation could transform your skin in 4 weeks?

The support sentences: -After 4 weeks: size of dark spots -17% Fine lines -12% Size of pores -11%. -After 8 weeks: Size of dark spots -22% Fine lines -20% Size of pores -17%. Two in one: Precision Spot corrector and Skin correcting foundation SPF 20

The writer will analyses type of meaning of this advertisement based onLeech theory. It will be discussed below:

1. Conceptual Meaning

• The principle of Contrastiveness. The writer analysis noun that can betranslated conceptually. The writer does not find nouns with components which can be compared.

No Sentence Subject Predicate

Noun Verb Complement

1. What if a

foundation could transform your skin in 4 weeks?

A foundation Could transform

Your skin in 4 weeks.

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3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer does not find this type in this advertisement.

4. Affective meaning is largely a parasitic category in the sense that to express speaker emotions. The writer finds one sentence that shows the speaker emotion. The producer understands that the reader or consumer (in this case woman) wants something easy and instant to make them more beautiful but keep skin healthy. The reader or consumer is doubtful but the producer is convince about this product can do. And the producer asks What if a foundation could transform your skin in 4 weeks? It is look like a question to ask commitment of the reader or consumer, if this product can do as good as it tells, they will agree and use this product.

-After 4 weeks: size of dark spots -17% Fine lines -12% Size of pores -11% -After 8 weeks: Size of dark spots -22% Fine lines -20% Size of pores -17% Two in one: Precision Spot corrector and Skin correcting foundation SPF 20. The power of two in one product will make skin face is better than before.

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6. Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context. The writer does not find this type in this advertisement.

7. Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message. The writer does not find this type in this advertisement.

From the explanation above, the writer concludes that the conceptual and affective meaning is appeared in this advertisement.

5. Advertisement of L’OREAL Paris - Revitalift Miracle Blur This advertisement consists of the following parts.

The headline sentence: Instant skin smoother, Erases to look of lines, pores and wrinkles in seconds.

The support sentence: Not a moisturizer more than a primer.

This advertisement consists of verbal and visual aspect. Verbal is all words on this advertisement. Visual is the picture on advertisement. This advertisement shows face of three women before and after use this product. Women that have use this product look like better than before. There is coherency between words and picture in this advertisement.

The writer is only focusses on analyzed verbal aspect of this advertisement. The writer will identified type of meaning of this advertisement based on Leech theory. It will be discussed below:

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1. Conceptual Meaning

• The principle of Contrastiveness, the word that can be translated conceptually is noun. The writer does not find nouns with components which can be compared; lines, pores, and wrinkles.

No Noun Denotative Component

Line getting older 1. Line A mark like a line on somebody’s skin that

people usually get as they get older. (Hornby 2005:894)

+ +

2. Pore One of the very small holes in your skin that sweat can pass through. (Hornby 2005:1171)

- +

3. Wrinkle A line or small fold in your skin, especially on your face, that forms as you get older. (Hornby 2005:1768)

+ +

• The principle of Constituent Structure, is the principle which larger linguistic units are built up out of smaller units. The writer does not find sentence which has subject and predicate, that’s why it cannot construct the principle of constituent structure.

2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. Instant skin smoother, Erases to look of lines, pores and wrinkles in seconds. These wordsrefer to anti-aging. The producer wants reader or consumer to bear in mind that Revitalift Miracle Blur helps women against lines, pores, and wrinkles that

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usually appear in old age. Even the reader or consumer in old ages (above 30 years old), they look like women in young age, because this moisturizer surface skin face in seconds.

Not a moisturizer more than a primer.

Moisturizer (Hornby 2005:985): a cream that is used to make the skin less dry. Primer (Hornby 2005:1197): is a basic.

What the producer wants to say is this product is the basic thing that women face needed. As the basic thing for skin face, this product contains all benefits to get skin smoother, against lines, pores, and wrinkles.

3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer does not find this type in this advertisement.

4. Affective meaning is largely a parasitic category in the sense that to express our emotions. The writer does not find this type in this advertisement.

6. Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context. The writer does not find this type in this advertisement.

7. Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message.

From explanation above, the writer has analyzed that this advertisement type of meaning is conceptual and connotative meaning.

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6. PANTENE Expert – Advances Keratin Repair (Hair Care) The taglines: Is it demanding to want it all…in two minutes?

The support text: Advanced Keratin Repair repairs 2 years of damage in two minutes.

In this thesis, the writer focused on identifying what the type of meaning that is appeared in this advertisement.

1. Conceptual Meaning

• The principle of Contrastiveness

The word that can be translated conceptually is noun. This advertisement does not have nouns which have components to be compares to find the principle contrastiveness.

• The principle of Constituent Structure The writer takes sentences and divides it into subject and predicate.

No Sentence Subject Predicate

Noun Verb Complement

1. Is it demanding to want it all…in two minutes?

It is

demanding

to want it all…in two minutes 2. Advanced Keratin Repair. repairs 2

years of damage in two minutes.

Advanced Keratin Repair

repairs 2 years of damage in two minutes.

(65)

3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer does not find this type in this advertisement.

4. Affective meaning is largely a parasitic category in the sense that to express speaker emotions. The writer finds one sentence that shows the speaker emotion. The producer comes as a reader or consumer that is doubt to this product, Is it demanding to want it all…in two minutes?

And the producer convinces about what this product can do. It answers the question above with “Advanced Keratin Repair repairs 2 years of damage in two minutes” It is difficult to believe, that’s why the question from the speaker full of doubtful. We will know these benefits without try to use it.

6. Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its environment. We may categorized a word a s collocative if the word has one or two synonyms which are very similar in their meanings, but in fact, there is a light difference between them. That is why we sometimes find out certain words which only suit one of two similar words. The writer finds one word which is included collocative meaning.

(66)

The word damage has synonym with hurt. The sentence is correct if Advanced Keratin Repair repairs 2 years of damage in two minutes,but incorrect if change damage with Advanced Keratin Repair repairs 2 years of hurt in two minutes. Both of damage and hurt can be used to talk about bad effect on something. When we talk about hair, damage is used to explain the bad condition of hair caused of things.

7. Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message. The writer does not find this type in this advertisement.

From explanation above, the writer has analyzed that this advertisement consists of 3 types of meaning, conceptual meaning, affective meaning and collocative meaning.

7. CLARINS Paris – Double Serum (Skin Care) The headline: One, with the power of two

Support text: New Double Serum (hydric + Lipidic System) complete age control concentrate, Double anti – aging performance, powered by 20 pure plant, extract and potent high – tech molecules – Clarins combines two age – defying formulates into one groundbreaking serum that targets all aspects of skin aging.

Proven for all skin types, all ages, all ethnicities. In just 4 weeks: 87% firmer skin, 79% reduced wrinkles, 88% more over skin tones, 88% less visible pores. 90% of women find it more effective than their current serum.

This advertisement consists of two aspects that are verbal aspect and visual aspect. The verbal aspect is explanation about product by using words. The visual

(67)

aspect is picture of advertisement. But for now, the writer is only focused on analyzed verbal aspect of this advertisement. The writer will identified type of meaning of this advertisement based on Leech theory. It will be discussed below: 1. Conceptual Meaning

• The principle of Contrastiveness, the word that can be translated conceptually is noun. The writer finds nouns; skin types, ages, ethnicities, with components which can be compared.

No Noun Denotative Component

Culture Body Abstract 1. Skin type The layer of tissue that

covers the body.(Hornby 2005: 1430)

- + -

2. Age The number of years that a person has lived or a thing has exited (Hornby 2005:28)

- - +

3. Ethnicity The fact of belonging to a particular race (Hornby 2005:520)

+ - +

Proven for all skin types, all ages, all ethnicities, this means every people (in this

case women) fit to use this product and after that they get all benefits of this product in just 4 weeks which instant than use other products.

(68)

2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. The writer found that this advertisement has connotative meaning. That can be seen from support sentence Proven for all skin types, all ages, all ethnicities. In just 4 weeks: 87% firmer skin, 79% reduced wrinkles, 88% more over skin tones,88%

less visible pores. 90% of women find it more effective than their current serum.

Firmer skin, wrinkles, more over skin tones, less visible pores, are what advertisement of skin care product usually promised to consumer. These words refer to beautiful skin and healthy that is many people (in this case: women) hoped.

3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer does not find this type in this advertisement.

4. Affective meaning is largely a parasitic category in the sense that to express our emotions. The writer does not find this type in this advertisement.

6. Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context. The writer does not find this type in this advertisement.

7. Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message. The writer does not find this type in this advertisement.

(69)

From the explanation above, the writer concludes the conceptual and connotative meaning used to catch consumer or reader use this product.

8. L’OREAL Paris - Color Vibrancy (Hair Care)

This advertisement consists of tagline: 8 weeks vibrant color, Total nourishment

Followed by support text, change the life of your hair. 1st clinically tested “Nourishing hair care for colored hair with the power of anti – oxidant *Nourishes hair to silky and soft *keeps color vibrant and true *with UVA and UVB filters

This advertisement consists of two aspects that are verbal aspect and visual aspect. The verbal aspect is explanation about product by using words. Image is the visual aspect. The writer focused on identifying what the type of meaning of this advertisement. It will be discussed below:

1. Conceptual Meaning

• The principle of Contrastiveness, the word that can be translated conceptually is noun. The writer does not find nouns with components which can be compared.

No Sentence Subject Predicate

Noun Verb Complement

(1)

Data 5: Advertisement of L’OREAL Paris - Revitalift (Skin Care)

(2)

Data 6 : Advertisement of PANTENE Expert – Advances Keratin Repair (Hair Care)

xxi Universitas Sumatera Utara

(3)

Data 7 : Advertisement of CLARINS Paris – Double Serum (Skin Care)

(4)

Data 8 : Advertisement of L’OREAL Paris - Color Vibrancy (Hair Care)

xxiii Universitas Sumatera Utara

(5)

Data 9 : Advertisement of ESTEE LAUDER – Double Wear (Make Up)

(6)

Data 10 : Advertisement of PANTENE Pro V (Hair Care)

xxv Universitas Sumatera Utara

Semantic Analysis of Women Beauty Product Advertisements

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