The Elements of Advertisement
15 CONTEXT
ADDRESSER MESSAGE
ADDRESSEE CONTACT
CODE
Figure 2.2: Constitutive Factors of Speech Event
There are four variables on his scheme, the first is CONTEXT the background situation, MESSAGE the topic, CONTACT telephone, letter, or
face to face, and CODE spoken or written. The addressee will achieve those variables, which are affected by the addresser, or ran from it. This theory is also
related to advertisement as a discourse which communicates the message to the addresser. Therefore, the factors of communicative event also appear on an
advertisement in order to deliver the content from the addresser to the addressee. Another theories that supports
Jakobson‟s theory is the Human Communication Process. It shows the plot of communication process up to the
process being understood by the addressee. According to Arens 2006a to create the successful advertisement, the copywriter should understand the substance of
communication process which is taken from the core of the role in human communication para. 8. As cited by Arens 2006b from Peter and Oslen, he
mentions every term appear on the process as the following statement:
The process begins when one party, called the source, formulates an idea, encodes
it as a message, and sends it via some channel to another party, called the receiver. The receiver must decode the message in order to understand it.
To respond, the receiver formulates a new idea, encodes it, and then sends the new message back through some channel. A message that acknowledges or
responds to the original message constitutes feedback, which also affects the
16 encoding of a new message. And, of course, all this takes place in an
environment characterized by noise – the distracting cacophony of many other
messages being sent as the same time by other sources p. 8. On figure 2.3 will be referred the human communication process as what has been
explained before.
3.
Figure 2.3: Human Communication Process by Peter Olsen in Arens, 2006: 9
In a communication, a message which is directed for the addressee should be conveyed. Then, the idea encodes
through the addressee‟s background knowledge and it becomes a message. The message contains
the addresser‟s concept. After that, the addresser sends the message through a tool. The tool can
be a voice, letter, video, text or other devices which are acceptable to the addressee. The addressee receives the message and then turns it to make it
understandable. After that, the addressee conveys the feedback to the addresser. This term of communication happen continuously up to the purpose of this
communication gained. Language is closely related to the utterance of the addresser because it is
conveying the meaning of the message. Akmajian 1988 said , “One important
property of a sentence is its communicative potential p. 251 .” Thus, it can be
said that each sentence has their own intention, depending on the communication purpose. Stren
gthened by O‟Grady et.al. 2010, “In order for language to fulfill its communicative function, utterances must also convey a message; they must
Source
Encoding Messaging
Channel Decoding
Receiver
17 have content p. 203
.” An advertisement as a kind of tool should convey a message too.
O‟Grady, Archibald, Avonoff, and Rees-Miller 2010 also says, “A language is often defined as a conventional system for communication p. 227.
” Therefore, there is a close relation between conversation and the language
meaning. A conversation consists of words that contain meaning. Advertisement, as the media to communicate the information to the addressee, uses the language
to send the message to the addressee.