from the merchants without asking what the manufacturer was because everything was created and crafted in a limited production manually. Most people directly
offered their services to the customers with the absence of organization or company. This tradition drastically changed when machine was introduced in the Industrial
Revolution. Small scale production was abandoned gradually and converted into mass production. Consequently, the manufacturers met new problem of how they
needed to sell their large quantities of product in a rapid way which occurred before the birth of automatic devices. Thus, advertisements were the needed solution for this
matter. Early advertisements were not as complicated as the current situation though.
They were usually created by the manufacturers of the advertised products with the consequences of ‗little selling’ Paxson, 2010 because they did not possess the
ability of selling charmingly though they knew their products thoroughly. The competitors started to act aggressively in the early 1900s by seeking the help of
advertisement agencies which had been evolved from placing the advertisements to be published into firms that exploits creative strategy and technique in the promoting
media.
2.2 Printed Advertisements
Media as a mean for the advertisement to be published has been taken into consideration for many advertising agencies as an important strategy. The importance
of media is recognized greatly by the agencies in the form of their media departments which are expected to develop appropriate media plan that is cost-effective consists
of analyzing, selecting and contracting the space, time and location for the
advertisements Belch Belch, 2003. They need to consider the effectiveness of the advertisements through the use of certain media.
Nowadays, the types of media have been developed from the printed ones, such as newspapers, brochures, etc., into the digital ones, such as internet. Hence,
these variations of media have affected the form of advertisements. It is hardly possible to generalize the components or structures of advertisements in every media
because of different characteristics possessed by each type of media. Despite the complexity, there is one type of advertisement which can reach the largest market,
namely the printed advertising Danesi, 2002. This advertisement employs static components thus it tries to compensate the
immobile elements by using various techniques for the readers to catch their interest at least for a short period of time at the advertisement Paxson, 2010. It tends to get
the attention by relying on the visual elements in which the photographs and illustrations work carefully to cause the image transmits information as much as it
can without putting a heavy burden for the customers in gathering the meaning Paxson, 2010.
In making this type of advertisement, the creators interlace all or several elements in the organization. Due to highly different organizations among many
advertisements, some experts construct slightly different elements contained in a print advertisement. Armstrong 2010 defines six elements in the printed advertisements
consisted of headline, pictures, text, body text, typeface, and layout. Meanwhile, Sugarman 2007 proposes ten elements which consist of headline, sub-headline,
photo or drawing, caption, copy, paragraph headings, logo, price, response device and overall layout.
The first classification focuses on the organization of the execution of the headline, pictures, and text. In other words, the main focus is the layout. Thus, the
structures of the headlines and text are not described in a satisfactory way which is crucial in analyzing the third aspect of strategy
—linguistics—in an advertisement Myers, 2010. The latter classification is more detailed related to
the ‗missing’ elements. Unfortunately, many advertisements do not apply the whole elements in the
organization and the tendency of overlapping can be found in a high frequency. This flaw may cause unnecessary complexity in the research.
Aside of the above organization, there is a classification which divides the basic elements of the printed advertisements. These fundamental elements are
comprised of headlines, body copy, visual elements, and layout Belch Belch, 2003. By using this classification, the tendency of overlapping can be decreased
significantly because the rest of the elements can be part of those basic elements. Furthermore, most of the printed advertisements apply these basic elements in their
structural domains. Headlines as the first elements are considered as the most eye-catching tool in
an advertisement. These are the words which occupy the leading position of the advertisement in order to draw the attention of the readership the most Belch
Belch, 2003. They are usually in the form of the largest font and separated from the body copy. Though many advertisements contain one headline, it is not unusual to
discover more than single headline employed in smaller font than the headline but
larger than the body copy which is recognized as the subheads. The following element is the main text which describes the product or service advertised referred as
the body copy. The main selling message for the product or service is the content of this part. He
nce, this element is usually known as the ―heart of the advertising message‖ Belch Belch, 2003. Those linguistic aspects are usually accompanied
by illustrations which are the third major component. Its function is to attract attention which is similar to the purpose of the headlines. By utilizing this
component, the effectiveness of a printed advertisement can be enhanced. These major components complement each other and form an effective and efficient print
advertisement if they are arranged in appropriate order. Thus, the physical arrangement, mostly known as the layout, of these elements is deemed as the final
major component in the structural domains of a printed advertisement. These structural domains are configured cleverly based on the creativity of the
producers. Though creativity does not have any boundary, the producers need to consider the type of printed advertisement they intend to use. There are several types
of printed advertisement. Despite these varieties, display printed advertisement is the most favourable marketing tool chosen by many corporations.
The reason of using display printed advertisements is based on the consideration that the majority of advertisements are larger than the classified
advertisements for their stronger effort in catching the attention of the readerships. They need to be more eye-catching than the classified advertisements because they
are positioned outside the advertorial section. Aside of the classified advertisement
‗domain’, they can be found throughout the newspaper and generally apply visual and verbal device configurations Belch and Belch, 2003.
The second consideration is related to the marketing region of the products or services merchandised in this type. The marketers of branded products or services in
this advertisement are usually sold their merchandise or commercial act on a national or regional level Belch and Belch, 2003. They are designed for the purpose of
creating and maintaining demand for a company’s product or service. Moreover, they act as a promoting device for the local retailers that stock and market the advertiser’s
products. Based on the indication presented above, an advertisement is constructed of
multiple layers of creative symbols in such a way in order to ‗mystify’ the customers to consume the products. However, these ‗unrestricted’ attempts to enthral the
prospective buyers actually need to take some salient considerations in creating this money maker device. Therefore, the following discussion present the restrictions of
the communicative aspect that envelope the implied meaning camouflaged by the creators of the advertisements.
2.3 Language in Advertisements
