19 advertisements in a campaign and to reduce an advertising message strategy to a
brief, repeatable, and memorable positioning statement. e.
Seals, Logos, and Signatures A seal is awarded only when a product meets standards established by a
particular organization such as the Organic Crop Improvement Association and Parents Institute. Their seals provide an independent, valued endorsement for the
advertiser‟s product. Logotypes logos and signature cuts sig cuts are special designs of the
advertiser‟s company or product name. They appear in all company advertisements, give the product individuality and provide quick recognition at the
point of purchase.
5. Theory of Discourse Analysis
Discourse analysis is one of branch linguistics focusing on how people use language in texts and contexts. As cited by Fasold Connor-Linton 2006: 169,
Deborah explained there are six functions using discourse. They are to represent the world, to convey communicative intentions, to organize thoughts into
communicative actions, arrange information so it is accessible to others, to engage in actions and interactions with one another, and to convey their identities and
relationships.
a. Discourse Analysis
According to Wood Rolf 2000: 3, discourse analysis is a perspective on social life that contains both methodological and conceptual elements. It
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20 involves ways of thinking about discourse and ways treating of discourse as data.
Advertisement is one of discourses. As cited by Wood Rolf 2000: 3-4, Potter 1997 explained discourse
analysis in general. [Discourse analysis] has an analytic commitment to studying discourse as
texts and talk in social practices . That is, the focus not on language as an
abstract entity such as a lexicon and set of grammatical rules in linguistics … p.146.
Based on the theory, it can be concluded that language is not merely as communication mean. Moreover, language has a function as social practices. It
means language become a discourse as data. Discourse analysis has recently been established as a new discipline,
which draws from many different disciplines linguistics, sociology, psychology, cultural worlds, and so forth. From the linguistics, advertisement as one of
discourses cannot be separated from the language use. From the sociology, advertisement is to create a certain action and the communicative competence
among individuals. From the psychology, advertisement aims to influence the motivation and behaviour of the society. Meanwhile, the cultural worlds can show
how the culture has been developing.
b. Speech Acts
