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CHAPTER V CONCLUSIONS, IMPLICATIONS, AND SUGGESTIONS
This chapter is aimed at presenting the results of this research, the implications of the research toward English teaching and learning process, and
some suggestions offered by the researcher. This chapter draws the conclusions from the analysis results which are related to the problem formulation. It
summarizes the major findings and presents the limitations. The analysis results of this research are the answers to the two research questions. Besides, it spells out
suggestions for the future research of advertising language and the current practice of the language in advertising. The researcher also presents the implication of the
research toward English teaching and learning process.
A. Conclusions
1. The Use of English Language in the Advertisements of The Jakarta Post
Newspapers
The researcher has identified that there were many variations in using the English language in the advertisements taken from The Jakarta Post newspapers.
It was shown by the existence of many features used in the advertisements’ format. The features were categorized in several groups as follows.
a. Choice of Words
It was related to the selection of the words to be put in the texts. The features belonged to this group were the key words and comparative references.
65 Some key words that were employed in the advertisements were new, free,
exclusive, now , and special. While the some words showing comparative or
superlative references used in the advertisement were newest, higher, and best. b.
Words Combinations The words could be arranged into several forms. They could be simple
word combination, phrase, or clause. The features belonged to this group were noun combination, adjective combination, noun phrases, modifying phrases, and
sentences. Noun and adjective combinations were used in the slogans to create brief, repeatable, and memorable statements.
c. Pronouns
Building a close and personal relationship between the advertisers and customers was important to promote the product. As a result, some advertisements
employed personal pronouns such as “you” and “your” to call the readers. d.
Type of Texts Some apartment advertisements employed the same writing style. They
used descriptive text within their copy. The texts described the scene and objects of the apartments in details in order to create vivid image of the places.
e. Other Features
Other features such as brand names, the types of products, expert’ name, and the classification and price of the products existed in the subheads. From the
identification of the language features, there were the absence of some features and the occurrence of some new features.
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2. The Possible Reasons of the Language Use in the Advertisements in The
Jakarta Post Newspapers
There are two possible reasons that the researcher could identify. They are as follows.
a. Advertising is a commercial tool to sell a product. It is the place where the
companies introduce and promote their products. Further, the goal of the advertisement is that the customers finally bought the product advertised.
After all, the occurrence of the features was intended to persuade the readers to take companies’ preferable action, buying the product.
b. The advertisements have to be able to adapt to the rapidly changing
environment of both media and customers. Besides, they also have to face the competition with other advertisements in various kinds of media promotion.
Therefore, the words were carefully chosen and arranged in order to present a favorable image of a product.
B. Implications
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