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adapt to its diverse sections. The power being exercised here is the power of disguise power. It is a form of the power to costraint content : to favour certain interpretations
and „wording of events‟. It is a form hidden power, for the favoured interpretations and wordings are those of power holder in our society.
2.1.2 Power Behind Discourse
The idea of power behind discourse is that the whole social order of discourse is put together and held together as a hidden effect of power. The power behind
discourse is related to action. Action is normally controlled by our mind; and if one can influence other‟s mind are typically influenced by text and talk, discourse may
thus indirectly control p eople‟s action.
2. 2. Advertisement 2. 2. 1. The Defenition of Advertisement
At the root o f the word „advertisement‟ is the Latin verb „advertere‟, means
„to turn towards‟. It means that advertisement is a way to get an attention. Goddart 1989:6 said,“While it is undoubtedly true that adverts are texts that do their best to
get our attention, to make us turn towards them, we would not want to say tahat everything we pay attention to is an advert.
”
Goddart 1989:2 said that advertisements are ephemeral in that each one is short-lived, their effects are longstanding and cumulative, they leave traces of
themselves behind, which combine to form a body of messages about the culture that produced them.
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Mandel 1984:3 defines advertising as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
That is the messages may appear in an advertisement. Every advertisement will have a message that need to convey to the readers.
Burke 1980:4,6 said that advertising surrounds us during all our waking hours. Every advertisement is intended to persuade the consumer to take some
positive form of action favorable to the advertiser. Advertisement is a sales message, directed at a mass audience, that seeks through persuasion to sell goods, services, or
ideas on behalf of the paying sponsor. Advertisement motivates people by appealing their problem, problems and
goals by offering a means of solving their problem, satisfying their desires and achieving their goals. To the individual consumers, a product is not so much a
physical object as a bundle of satisfaction. Automobiles provide transportation, but also status and social and job mobility. Clothing is worn to impress others, to make
statement about wearer and keep warm. The life-giving spark of an advertisement is its promise of the special significant benefit the product will provide a promise the
product must be able to fulfill. That special significant benefit becomes the appeal of an advertisement. An appeal is a statement designed to motivate a person to action
and is
often stated
in the
advertisement ‟s headline or slogan.
http:www.blurtit.comq249327.html.
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2. 2. 2. The function of advertisement
