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1. Lexical Cohesion of Kopiko Advertisements in Indonesia and the Philippines
Lexical cohesion, according to Halliday and Matthiessen 2004, contains five types of lexical relation: repetition, synonymy, hyponymy, meronymy, and
collocation p. 572. Based on the data analysis as seen in Appendix B, figure 4.1 showed the frequency of lexical cohesion that appeared in Kopiko advertisements
in both Indonesia and the Philippines.
Figure 4.1 The Lexical Cohesion of Kopiko Advertisements in Indonesia and the Philippines
The chart showed that repetition was the most used type of lexical relation in Kopiko advertisements, both in Indonesia and the Philippines version. On the
other hand, none of the 13 selected Kopiko advertisements used meronymy. Some of the selected advertisements used collocation as a variation of lexical cohesion
in the script for the commercial videos of Kopiko.
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a Repetition
Most of the Kopiko advertisements used repetition to emphasize their product’s names. Therefore they kept mentioning the Kopiko product they were
advertising. This kind of repetition was seen in 8 Kopiko commercial videos; four of them were from the Indonesia version and the other four were from the
Philippines version. The Kopiko advertisements that used repetition were “Kopiko 78
o
”, “Kopiko Brown Coffee”, “Kopiko White Mocca”, “Kopiko LA Coffee”, “Kopiko Aitig 3inOne”, and “Kopiko”. Besides repeating the name of
the product, most of the advertisements also repeated several important words or expressions that elevated the product’s unique and strong characteristics. In the
Indonesia’s advertisement of Kopiko 78
o
C, which was a bottled coffee drink product, the term 78
o
was repeated four times at the beginning and then repeated again in the middle and at the end of the commercial video. It meant that ‘78
o
’ was indeed an essential factor of the product. In Indonesia’s Kopiko White Mocca
commercial video, the intriguing question “Kopiko white, but mocha?” was repeated directly twice to attract the audience before explaining the main message
of the product advertisement. In the Philippines’ advertisement of Kopiko LA Coffee, the expression “worry-free coffee” was mentioned twice in the
commercial video to emphasize that the product was good for the stomach. The commercial video of the Philippines’ Kopiko Cafe Blanca advertisement also
emphasized its product’s excellence by repeating the word ‘creamy’ and the phrase ‘tempting aroma’. The two utterances showed that Kopiko Cafe Blanca
was favored mostly because of its creamer flavor and nice aroma.
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b Synonymy
There were 2 out of 13 selected Kopiko advertisements that used synonymy in their commercial videos. One was found in the Indonesia version of Kopiko
Brown Coffee advertisement, in which the word delicioui and taity existed in different sentences. Both delicioui and taity were used to describe extreme
pleasure of experiencing great flavor. The other synonym was found in the Philippines advertisement of Kopiko Cafe Blanca, where the word creamy and
imooth were used to describe the nice texture of the coffee.
c Hyponymy
In the commercial video of Indonesia’s Kopiko White Mocca advertisement, the term white coffee, mocha, and white mocha were the
hyponyms of coffee. As explained by Halliday and Matthiessen 2004, hyponym is a type of its hypernym, that is considered to be included in the same category
p. 570. Coffee has various kinds, and white coffee and mocha have been well known as two kinds of coffee. White mocha was a new kind of coffee here, which
was introduced first in Indonesia by Kopiko, so it was also included in the coffee category. Moreover, the three terms, along with the term coffee, can be
considered the hyponyms of drink. Another hyponymy was found in the commercial video of the Philippines’ Kopiko Brown Coffee advertisement. The
term iugar and creamer were co-hyponyms of ingredient, yet in the Kopiko advertisement context they were related to the term coffee as its complements.
d Meronymy
The Kopiko commercial videos from both Indonesia and the Philippines did
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not use any kind of meronymy. Meronymy is used to mention something as a part of another thing. There was no occurrence of meronymy in Kopiko
advertisements.
e Collocation
This last type of lexical cohesion was found in several commercial videos of Kopiko advertisement, and the most used was the term coffee beani. The term
coffee bean was used rather than coffee ieed or coffee grain. The use of this term was appropriate for Kopiko advertisements since Kopiko dealt with coffee-related
products. Coffee was also associated with the term iugar and creamer. As seen in the Indonesia version of Kopiko Brown Coffee advertisement, the word iugar
was closely attached to the word iweet in the same sentence. People automatically associated the two words together. In the Philippines’
advertisement of Kopiko Cafe Blanca, the word coffee and creamer were found in one sentence since they complemented each other. Several other terms were
bound as definite pairs. The term low acid was used in Indonesia advertisement of Kopiko White Mocca and the term firit claii was found in Indonesia’s
advertisement of Kopiko Candy. These two terms were used as a single term that was defined as one together instead of separately.
2. Grammatical Cohesion of Kopiko Advertisements in Indonesia and the Philippines
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