41 within its format. For display advertisements, this element was very important and
essential because it was one of the main elements in the format. From the data observation, the researcher found that this element used longer texts than the other
elements. In writing the copy, the copywriters usually used more words and longer texts. The list of the advertisements’ body copy is presented in Appendix 4.
Another element that contained words was the slogans. As a subhead, a slogan was not included in the main elements in display advertisements. It was
optional that not every advertisement in the data had a slogan. Arens 2006: 424 adds that a slogan is a brief, repeatable, and memorable statement. Some
advertisements employed slogans in their formats. The list of the advertisements’ slogans is presented in Appendix 5.
In the following section, the researcher would focus on analyzing the texts in the elements. Before that, the texts in each advertisement were sorted out based
on its positions whether it was a headline, subhead, body copy or slogan. Then, the researcher would have the lists of the advertisements’ headlines, subheads,
body copy, and slogans. After that, the researcher would identify how the language was used in the texts.
c. Identifying the Characteristics and Features of the Language
In this section, the researcher presented the analysis of the language used in the advertisements. Through the analysis, the researcher would be able to
identify the characteristics and features of the language that existed in the advertisements. As it has been mentioned in the previous section, the texts were
broken down into elements. Based on the physiological characteristics and
42 urgency of each element, the researcher has found out that most of the texts
functioned as headlines, subheads, body copy, and slogans. After examining the 30 advertisements taken from The Jakarta Post
newspapers, the researcher found several variations in using English language within the advertisement texts. The researcher identified that there were many
features found within the texts. These features were employed in the headlines, subheads, body copy and in the slogans of the advertisements. However, they
could be categorized into five categories. The five categories are stated as follows.
1 Choice of Words
The choice of words was really paid attention to when writing the advertisement text. The words should be able to make the readers notice the
advertisement. The features belonged to this group were the key words and comparative references. Some key words that were employed in the
advertisements were new, free, exclusive, now, and special. The researcher discovered that these words could occur in the headlines, subheads, or body copy.
While the some words showing comparative or superlative references used in the advertisement were newest, higher, and best. Comparative reference was found in
the headlines and body copy.
2 Word Combinations
The words could be combined or arranged into a phrase, clause, or a simple combination to express certain meaning. The features belonged to this
group were noun combination, adjective combination, noun phrases, modifying phrases, and sentences. As for example, noun and adjective combinations were
43 used in the slogans to create brief, repeatable, and memorable statements. The
data revealed that the words found in the advertisement texts were arranged as brief and short as possible to get to the point to the main idea of the message. That
was why the use of phrases was more likely to occur than the sentences.
3 Pronouns
Building a close and personal relationship between the advertisers and customers was important to promote the product. Some advertisements tried to
build such kind of relationship by employing personal pronouns such as you and
your . The advertisers called the readers with the pronoun you as they spoke to a
friend. These pronouns were found in the subheads and body copy.
4 Type of Text
The data showed that body copy contained longer texts than did the other elements. It was because body copy explained the features, benefits, and utility of
the product being advertised. The researcher found that many apartment advertisements employed descriptive text within the copy. The apartment that they
promoted was something spatial. The texts mostly described the scene and objects of the apartments in details in order to draw the vivid image in the readers’ mind.
5 Other Features
There were some other features such as brand names, the types of products, the expert’ name, and the classification and price of the products. These
features occurred in the subheads. These features had specific purpose of what they were intended to.
44 Subsequently, the researcher would present the analysis of the features in
each element more profoundly by providing some examples.
1 Headlines
Most of the advertisements had the headlines in their formats. The headlines were placed in the leading position or were typed in the biggest size
among the other elements. Headlines’ leading position and bigger size allowed the readers to read them first. Thus, the words in the headlines should have been
carefully chosen and arranged by the copywriters. There were some features that the researcher found in the headlines.
a Choice of Words
1 Key Words
White 1988: 79, Graddon 2003: 41, and Arens 2006: 419 agree that using some ‘powerful’ words within the advertisement would help to attract the
readership. Some words such as new, save, win, best, now, try, quick, improved, amazing,
and easy could be used in the headlines to give strength and a sense of fine quality to the product. This strategy was used by the copywriters in creating
the headlines in some advertisements taken. There were four advertisements that applied these kinds of words in its headlines.
[1] Best Price – Every Day at Kokonut Suites
[2] SPECIALS
[3] SINGAPORE EXCELLENT INVESTMENT
[4] EXCLUSIVE
45 The four headlines employed the words best, special, excellent, and
exclusive . By using these words, Graydon 2003: 41 argues that the headlines are
expected to be able to attract the readers’ attention. Further, according to Goddard 2002: 74, those words are chosen to promote positive association in the minds of
the target audience. The words best in example [1], special in example [2], and excellent
in example [3], for examples, implied positive meaning. Thus, it could create positive images about the product. It was a general truth that customers
always preferred a good and qualified product. Similarly, the word exclusive in example [4] gave images of limited and private product which is usually preferred
by the readers.
2 Comparative Reference
Using comparative reference in an advertisement implied that one product was being compared to other similar products. It is supported by Goddard 2002:
24-127 that argues “comparative reference establishes a reference which is about making a comparison of some sort.” Superlative forms could also appear as the
alternative to the comparative ones. One of the advertisements’ headlines employed comparative reference in its headline. Example [5] was the headline
taken from the advertisement of Kokonut Suites.
[5] Best Price – Every Day at Kokonut Suites
Through the headline, the advertisement claimed that the product had the best price among the other similar products. It could also be interpreted that the
price was the best price that the hotel have ever given to the customers. Even, it claimed that the best price would be given every day. However, the advertisement
46 did not directly name and refer to certain products as the comparison. It is
supported by Goddard 2002: 71 “advertisers tend not to make specific comparison between their product and others by naming and refer to their rivals.”
The things being compared in the advertisement was the hotel price.
b Word Combinations
1 Noun Phrases
The researcher found that the most headlines were noun phrases. Among the headlines of the advertisements taken as the data, there was a tendency to use
a noun phrase to formulate the headlines. The researcher discovered that 20 headlines were noun phrases. The list of the noun phrase headlines was presented
in Appendix 2. The researcher presented four examples of the noun phrase headlines.
[6] RAFFLES HOTEL
modifier noun head
[7] Simple
Deal
modifier noun head
[8] Strategic Living
in South Jakarta
modifier modifier noun head
[9] Special
menu prepared by our famous Executive Chef
modifier noun head
modifier
The researcher pointed out that using noun phrases as headlines was intended for some purposes. Some advertisements directly mentioned the name of
the product or the brand name through the headlines. As the headline in example [6], the noun phrase was used to introduce the name of the hotel. Other headlines
used the noun phrases to make analogy of the product being advertised.
47
[10] A REMINISCENCE OF ETERNAL VIRTUE
[11] A home away from home
The two headlines in example [10] and [11] tried to associate the products with other things. The headline in example [10] tried to describe the hotel as
something eternal and memorable to possess. The headline in example [11] associated the apartment as another home that people might have.
2 Sentences
The headlines presented in the following examples were sentences. Further, the researcher specified how the statements were used in the headlines.
[12] GET 50 OFF
[13] ALL ARE WELCOME
There were two statement headlines found in the data. The headline in example [12] claimed that the customers would get 50 discount if they
purchased the product. It was an imperative. While the headline in example [13] was taken from an invitation of a gathering event intended to oil, mining, and gas
businessmen. The headline exclaimed to the readers that the event would welcome all the guests attending the event.
c Other Findings in the Headlines
Beside the features mentioned previously, the researcher found other findings while observing the headlines of the advertisements. There were two
findings that the researcher obtained. They were about the absence of the headlines in the advertisement format and the use of Indonesian language in one
of the headlines.
48
1 The Absence of the Headlines
Headline was one of the three main elements that a display advertisement should have. Though the presence of a headline was considered important, the
copywriters were the masters who had the power to decide what important elements should be in the format. The research discovered that there were two
advertisements employed no headlines. They were the advertisement of Bukit Merah Laketown Resort and the advertisement of Apartemen Arkadia Mampang.
The sample advertisements are presented in Appendix 6.
2 The Occurrence of Code Switching Case in the Headline
In every edition, The Jakarta Post employs English as its main language. Therefore, the advertisements published in the newspaper were supposed to be
written in English. However, the researcher found out one code switching case in the data. The code switching case occurred in the advertisement of an apartment
in Singapore.
[14] INVESTASI PROPERTY DI SINGAPORE
The type of code switching case in the headline inscribed in example [14] was lexical single-word code switch. The words “investasi” and the preposition
“di” belonged to Indonesian words. While the words “property” and “Singapore” belonged to English words. The copywriter put and mixed the words together to
formulate the headline.
2 Subheads
Arens 2006: 421 describes that “most people read only the headline and subheads. Subheads are usually set smaller that the headline but larger than the
49 body copy or text. Subheads are longer and more like sentences than headlines.”
The researcher found out that several subheads employed longer text than the headlines. The subhead is the optional element to be put in the advertisement
format. Therefore, some advertisements taken as the data employed no subhead in their format. The researcher has identified the characteristics and features of the
advertisements’ subheads.
a Choice of Word
1 Key Words
A subhead could also employ a key word in its text. It might strengthen the headline as well as explain other things. There were three advertisements’
subheads employing key words.
[15] NEW RELEASE
the Suites at Central [16]
GUARANTEED: [17]
Newly built Residences Apartemen Golf Pondok Indah
The key words used by the three subheads are new, guaranteed, and newly. The words new and newly imply newness of the product. Customers were usually
curious about a new product. They expected the product to have improvements and more benefits. While the word guaranteed implies a guarantee of the product.
By using this word, the advertisement assured the readers to believe that the company would give them a good product.
50
b Word Combination
1 Modifying Phrases
The researcher also discovered another way in writing the subhead. The headline and subhead should be connected and interrelated. Thus, the subhead
could be a modifying phrase for the headline.
[18] Opening of IR Casino and Universal Studio Sales
[19] Supporting You and Your Family. All Day. Every Day.
The subhead in example [18] was taken from the advertisement of Era Real Estate and the subhead in example [19] was taken from the advertisement of
SOS Medika Clinic. The two subheads were the modifying phrases for the headlines. They referred to the headlines. Additionally, their role within the
format was to explain the headlines.
c Pronouns
1 Personal Pronouns
Arens 2006: 422 says that using personal pronouns such as “you” and “your” whenever appropriate can give more personal approach to the readers.
There were two advertisements’ subheads employing personal pronouns.
[20] Just What You Need ;
[21] Supporting You and Your Family. All Day. Every Day.
The subhead in example [20] was taken from the advertisement of Harris Resort. It employed a pronoun “you.” The subhead in example [21] was taken
from the advertisement of SOS Medika Klinik. It employed two pronouns “you”
51 and “your.” By using these personal pronouns, the advertisers wanted to speak to
the readers as close as speak to a friend.
d Other Features
1 The Brand Names
Several subheads contained the name or brand of the product. The subhead, then, specified the headline. There were four advertisements’ subheads
containing the brand name of the product. They are presented as follows.
[22] THE PHOENIX HOTEL YOGYAKARTA
[23] ORCHARD SCOTTS
[24] HORIZON RESIDENCES
[25] Newly built Residences
Apartemen Golf Pondok Indah
As it has been mentioned previously, the role of the subheads in the format was to specify the headlines as well as giving additional information. The
advertisers started to introduce themselves to the readers. In an advertisement, it is very important to know who offers what product. By mentioning the name of the
product, the readers might be able to differentiate the product from the other sort of products.
2 The Types of the Product
Besides containing the brand names of the products, the subheads could also mention what kind of product being advertised. The researcher found there
were two advertisements’ subheads that contained the types of the product on their formats.
52
[26] Mandiri power discount
[27] WEDDING CAKE BIRTHDAY CAKE
The subhead in example [26] was taken from the advertisement of The Luxton Bandung. The product offered by The Luxton Bandung was a discount for
certain Bank member. The subhead in example [27] was taken from the advertisement of Timothy Cake. It specified its product as wedding and birthday
cake.
3 The Expert’s Name
In order to convince the readers that the product was really qualified, the advertisers would involve an expert to promote the product. This strategy existed
in one of the data.
[28] Mr. Ewald Falk
In the advertisement of Oasis Restaurant, the subhead contained a name of a chef. Previously the headlined mentioned that the chef was a famous executive
chef. In the layout, the advertisement also put the picture of the chef. By doing this, the advertisement wanted to convince the readers that the food served in the
restaurant was delicious and tasted good because it was cooked by a professional chef.
4 Product Classification and Price Information
Some advertisements directly mentioned the information about the price of the product. The researcher found that three advertisements’ subheads contained
the price rate of the product. The price information was also presented together with the classification of the product.
53
[29] One bedroom suites: USD 89 ++ night
Two bedroom suites: USD 140 ++ night
[30] 1-BEDROOM POOL VILLA – RP.2.500.000 NET
2-BEDROOM POOL VILLA – RP.3.250.000 NET 3-BEDROOM POOL VILLA – RP.4.250.000 NET
4-BEDROOM POOL VILLA – RP.5.250.000 NET
The two examples were taken from the advertisements of Kaniska Villas and Gending Kedis Villas. The two subheads presented the information about the
room classification and the price rate of each type.
3 Body copy
As it has been mentioned previously, the researcher discovered that most of the data used longer texts in the body copy than those in the other elements.
Arens 2006: 421 presents his idea that body copy contains the complete sales story that the advertiser want to tell. The body copy comprises the interest,
credibility, desire, and often even the action steps. There were some features that the researcher has identified in the body copy of each data.
a Choice of Words
1 Key Words
The use of the key words such as now, new, free, and exclusive was also found in the text of the body copy. Graydon 2003: 41 supports this key words
existence by saying that based on a research, advertisements featuring such words are especially effective at attracting people’s attention and selling them products.
There are some examples of the data containing the key words in the body copy.
[31] Studio Room Rp. 488.000 net Room Night
A Fun, Fresh Friendly Hotel at Legian offering 1, 2 3 bedroom studios. Call us Now
54 The text was taken from the advertisement of Grand Kuta Hotel and
Residence. It employed the word now in the last line of the text. The advertisement expected the readers’ immediate action after reading the text to call
and book the hotel room.
[32] Starting from
Rp 668,000 NETT ROOM ONLY
Free WiFi
The text was taken from the advertisement of Harris Resort Bali. It employed the word free. The advertisement would offer the facility to access Wi-
Fi freely to the resort guests.
[33] New Launched:
NATHAN SUITES RIVER VALLEY 234bdrm Penthouses, From 2000 psf
L’VIV NEWTON RD 1 2 + bdrm, From 2100 psf
TOP SOON THE TRILLIUM KIM SENG
2345 bdrm, from 2.5 M ST THOMAS SUITESST THOMAS WALK
3 4 bdrm penthouses, From 3.5M OTHER PROPERTIES: MANY UNITS
SEAFRONT LIVING SENTOSA COVE CAIRNHILL RISE
PROPERTY GOODWOOD VIEW SELLER BUYER WELCOME
The text was taken from the advertisement of Nathan Suites. The text employed the word new to explain the newly launched apartment. The readers
usually prefer new product. They expect that the new product would give them more benefits and advantages. Therefore, the use of the word new in the text
55 would help the advertisers to build the image of a better product in the readers’
mind.
2 Comparative Reference
Another feature found in the body copy text was the use of comparative or superlative references. The researcher found that this feature was not only used in
the headlines but also in the body copy. Some texts in the data employed the words showing comparative or superlative reference. Goddard 2002: 74
mentions that “vocabulary is carefully chosen to promote positive association in the minds of the target audience.” By mentioning that the product had better or the
best quality, the readers would have positive association about the product.
[34] Best Price Inclusion:
•
1 x Arrival transfer
•
1 x Dinner at Suka Suka Restaurant or
•
1 x 1 hour spa treatment at The Spa
•
1 x Afternoon tea assorted cookies
•
Daily buffet breakfast at Suka Suka Restaurant
•
Daily mineral water in the room
•
Daily turn down services
•
Free upgrade to higher room category
•
based on availability
•
Free fruit basket in the room upon arrival
•
Free access using gym kid’s room facilities
•
Free shuttle service within Seminyak area
The text was taken from the advertisement of Kokonut Suites. The text employed superlative excellence. In the first line of the text, it mentioned best
price . Through the word best the advertisement claimed that the company had a
product with the best price. By claiming about having the best price, the advertisement tried to build a superior quality in the readers’ mind.
56
[35] Deluxe Room Rp. 648.000 net Room Net
Enjoy Kuta’s newest hotel – Located on Jl. Majapahit Call us Now:
The text was taken from the advertisement of Aston Bali Hotels. The advertisement used a superlative excellence within the text. It employed the word
newest . The advertisement claimed the hotel as the newest one in Kuta.
[36] A unique Investment that works like a Fixed Deposit with
Higher Returns through Real Estate participation. Consultant in Jakarta on Tuesday 20 April For one to one
meeting.
The text was taken from an advertisement about a property investment in Singapore. The text employed comparative reference. In the first sentence of the
text, the text mentioned higher returns. The advertisement assured the readers that they would obtain more repayment if they invested their capital in the investment.
b Pronoun
1 Personal Pronoun
As the use of personal pronouns in the advertisements’ subheads, body copy text could also use these pronouns. One advertisement of Bukit Merah
Laketown Resort Malaysia was one example of the use of the pronoun within the body copy text.
[37] Surrounded by lush greenery and fronting one of
Malaysia’s largest 7,000 acres fresh water lake, the resort is only 3 hours drive from Kuala Lumpur and easily reached just off the
Bukit Merah toll exit along the North-South Expressway. Being one of Malaysia’s premier eco-tourism destination
region, the resort offers a wide variety of excitement with its Waterpark being the main attraction, the only conservational
57
Orang Utan Island in Peninsular Malaysia and the unique Eco Park with its educational walk-in enclosures, where you can
experience nature with eco-friendly animals. Bukit Merah Laketown Resort offers a variety of
accommodation all at one location. From hotel rooms to serviced apartments, lovely resort homes and luxury ‘Kampung’ chalets
by the lake. For the more adventurous, you can even try out a camping holiday at the lakeside camping ground.
This long and descriptive text called its readers with the pronoun “you.” It could be found in the second and third paragraphs. The use of the pronoun would
build a close and more personal relationship between the advertisers and the readers.
c Type of Texts
1 Descriptive Copy
In delivering the message about the product to the readers, the copywriters should use vivid language to create a vivid image of the product in the readers’
mind. It was identified that some texts were description. Trimmer Sommers 1984: 163 explain that in description, the writer must select specific, vivid
details so that he can make the readers see what he sees. Baker 1985: 59 adds
that description is spatial. [38]
24 Hours Customer Service – Housekeeping Service – 24 Hours Maintenance – 24 House Security CCTV Alarm System –
Swimming Pool – Sauna – Fitness Centre – Laundry Room IDD Telephone Line – Cable TV – Broadband Internet
The text in example [38] was taken from the advertisement of Aditya Mansions. The text was a descriptive text. The text described the facilities and the
58 services that apartment offered. It mentioned them in detail. By doing this, the
advertisers expected that the text would give the readers a picture about an inclusive and secure apartment to stay in.
[39] Features:
•
Typical unit of 1 BR to 3 BR available
•
Penthouse units available
•
Fully furnished including fixtures modern amenities
•
Lush natural garden
•
Outdoor swimming pool BBQ area
•
Children playground for each tower
•
Sport recreational facilities including fitness center
•
Private designated parking
•
24 hour security engineering services Easy access for:
•
Business district and offices
•
Prominent roads
•
Pondok Indah Mall
•
Pondok Indah Hospital
•
Shopping centers
•
Toll road
The next example was taken from another the advertisement of Apartemen Golf Pondok Indah. The text was also a descriptive text. The text mentioned the
facilities that buyer would obtain when they purchased the apartment. It also mentioned the location of the place that was very strategic because it was near to
many public places. Descriptive texts were spatial. In general, the texts presented the scene and
the objects of the places in details. They mentioned various kinds of facilities and services which could be found in the places. The more detailed the portrait of the
59 place, the clearer the image in the readers’ mind. Moreover, the more details the
advertisement could mention, the more preferable the product would be.
4 Slogans
In creating the slogans, the copywriters used many variations in using and combining the words. Through the observation of the advertisements’ slogans
listed in Appendix 5, the researcher found that there were some patterns that the copywriters employed in creating the slogans. Arens 2006: 424 mentions that
“slogans reduce an advertising message strategy to brief, repeatable, and memorable positioning statement.” It could be drawn a conclusion from Arens’
theory that a slogan should be brief, repeatable and memorable. The researcher has identified that there were four variations in creating a slogan.
a Word Combinations
1 Noun Combination
The advertisement of Grand Kawanua Investment employed noun combination in its slogan. It combined three nouns that were put together.
[40] Lifestyle, Leisure, Business at New Heights
The words lifestyle, leisure, and business were all nouns. Then, the modifier at new height was added to form a noun phrase.
2 Adjective Combination
[41] simple – unique – friendly
The advertisement of Harris Resort employed adjective combination in its slogan. The three words used in the slogan were all adjectives. The adjectives
60 were simple, unique, and friendly. These adjectives referred to the product offered
in the advertisement as well as explained it.
3 Noun Phrases
Another variation was to formulate a noun phrase as a slogan. There were five advertisements that employed noun phrases in the slogans.
[42] THE ART OF STAYING
modifier noun head modifier
[43] A cut above the rest
modifier noun head modifier
[44] Innovative Furniture Solution
modifier noun head modifier
Each of the phrases had the modifiers and the noun head. The slogan in example [42] was taken from the advertisement of Phoenix Hotel Yogyakarta.
The slogan in example [43] was from the advertisement of Nathan Suites. The slogan in example [44] was from the advertisement of Indovickers furniture.
4 Sentence
A slogan might be in the form of a sentence. The slogan in example [45] was taken from a hospital advertisement of SOS Medika Klinik.
[45] Worldwide reach human touch
This slogan could be considered as a statement. Nevertheless, it had an incorrect subject. A subject of a sentence must be a noun. While in the slogan
mentioned, the subject was either an adjective or an adverb. From the data identification, the researcher considered that in advertising
English language could be used in many different ways. The researcher could assume that there were no strict rules in writing advertisement text. There was no
61 standard pattern on how copywriter should use the language to write the
advertisement texts. It was proven by the absence of some features such as intertextuality, deictics, and pun in the data. Additionaly, several new features
such as noun phrases and words combination appeared within the data. The researcher assumed that there were always some improvements in using the
language. These improvements might be caused by the dynamic change in advertising world itself.
2. Identifying the Possible Reasons of the Language Use
