Review of Related Literature

1.5 Review of Related Literature

In supporting the idea of the analysis, the writer has used some books which are absolutely relevant to the framework of analysis. The main theories can be mentioned as follows: Nawawi 1993 : 30 mengatakan, ”penelitian kepustakaan dilakukan dengan menghimpun data dari berbagai literatur, baik di perpustakaan maupun dari tempat lain. Literatur yang dipergunakan tidak terbatas hanya pada buku-buku tetapi juga berupa bahan-bahan dokumen, majalah-majalah, koran-koran dan lain-lain berupa bahan tertulis. Dari literatur tersebut dapat ditemukan berbagai teori hukum, dalil, prinsip, pendapat, gagasan dan lain-lain yang dapat dipergunakan untuk menganalisa dan memecahkan masalah yang diselidiki.” The literature research is done by collecting the data from some of literatures either in a libraries or in the other places. The literature which is unlimited only in books but also in documents, magazines, newspaper, and other printed materials. From that literature we can find some theories, arguments, judgements, principles, ideas, opinions, etc which can be used to analyse and solve the problems. Bloomfield 1993 : 139 cites that in defining the meaning of a speech form, it can accurately be done with some matters of which we possess scientific knowledge but there is no precise way of defining word like love, or hate, which concerns the situation that have not been accurately classified. Kreidler 1998 : 3 says that semantics is the systematic study of meaning, and linguistic semantic is the study of how languages organize and express meanings. This means when we read or hear pieces of language, we normally try to understand not only what the words mean, but also what the writer or speaker intended to convey. Universitas Sumatera Utara Leech 1981 : ix says that semantics as the study of meaning is the central to the study of communication while communication is a factor in special organization. Parera 1991 : 31 mengatakan, “semantik general adalah studi tentang kemampuan manusia untuk menyimpan pengalaman dan pengetahuan lewat fungsi bahasa sebagai penghubung waktu, bahasa mengikat waktu, bahasa mengikat umur manusia bersama”. the general semantic is a study about the human ability to keep their experience and their knowledge through the language function as the time connection, language ties the time and also the human age together. While Palmer 1972 : 1 states that semantics is technical term used to refer to the study of meaning. Baird, A. Craig 1971 : 157 cites, One of the most important concepts for you in understanding language and communication is the concept of meaning. In this case, the meaning of words in advertisements should be able to represent and reflect the product words where by our goal can be achieved. Linda and Roger Flavell 1992 say that a symbol is a word phrase, or other expression having complex of associated meanings. Symbol is viewed as having valves different from those of whatever is being symbolized. After studying the theory and related references, the writer will concentrate only on the concept of meaning based on Ogden and Richards theory 1923 that the relationship between symbol and referent as the concept of the reference meaning. It is rather an attempt to understand how that words and sentences can `mean at all, or better perhaps, and how they can be meaningful. Universitas Sumatera Utara

2. SEMANTIC THEORY