Diction Register analysis in english movie advertisements of www.21 cineplex.com (a sociolinguistics study)
According to Keraf 2004: 24, choice of words or diction is the ability to differentiate the meaning of ideas and to find out word which is proper with the
situation, condition and feeling of the hearer. Meanwhile, in
www.wikipedia.com
, it states that diction, in its original, primary meaning, refers to the writers or the speakers distinctive vocabulary
choices and style of expression. Diction has multiple concerns; register — words
being either formal or informal in social context — is foremost
http:en.wikipedia.orgwikiDiction. In advertisement, the advertiser should know the consumers well. It means
he or she knows for whom the advertisement is dedicated. Therefore, the diction plays important role in advertisement to attract the consumers since the purpose of
advertisement is to influence the consumers to use or buy the product Sudiana, 1986: 12
From those explanations above, it can be noticed that movie advertisement needs an interesting and attractive diction, because the success of a movie is
mostly influenced by its advertisement. The consumers who are curious toward the movie advertisement will go to the cinema to ascertain it by watching the
movie. The followings are the example of how diction has important role in movie advertisement.
Picture 1
www.imdb.comquarantine_poster.html
1 No details.
No witnesses. No evidence.
Until now. Contain The Truth.
„Quarantine’ Movie Advertisement December 2008 Picture 2
www.imdb.commadagscar2_poster.html
2 Move It,
Move It, You got to move it move it
„Madagascar 2’ Movie Advertisement January 2009
From those examples above, it can be clearly seen that word choice of movie advertisement has useful function to attract the consumers of film. In the
first advertisement, there are obvious and challenging expressions; such as no details, no witnesses, no evidence, until now. By choosing those phrases and the
repetitions of ‘no’, this movie seems contain the cruelty scenes. People who like
horror movie will not miss it. On the other hand, the second advertisement uses different diction which
is simple enough and it offers the humor. The theme of story which tells about the animal’s adventure let the consumers engross into the animal’s cheerfulness.