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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
