DISCOURSE ANALYSIS OF PETRLOEUM COMPANIES’ ADVERTISEMENTS
DISCOURSE ANALYSIS OF PETRLOEUM COMPANIES’
ADVERTISEMENTS
THESIS
By:
HANIF FALAH
(08360277)
ENGLISH DEPARTMENT
FACULTY OF TEACHER TRAINING AND EDUCATION
UNIVERSITY OF MUHAMMADIYAH MALANG
2013
ACKNOWLEDGEMENTS
Alhamdulillah. That is the first word thought by the writer when he had
accomplished this thesis. The writer felt blissful because of the blessing and mercy
from Allah, he could finish it very well.
The greatest gratitude would be delivered to Dr. Sri Hartiningsih, M.M and
Bayu H. Wicaksono, M.Ed, Ph.D. This thesis will not be accomplished without their
help, patience and guidance. The second gratitude would be delivered to family, all
friends and people around the writer who had given infinite support and motivation.
This
thesis
titled
“Discourse
Analysis
of
Petroleum
Companies’
Advertisements” is submitted to fulfill the requirement to achieve Bachelor Degree of
English Department. The writer hopes this thesis could be beneficial for readers.
Malang, October 2013
Hanif Falah
TABLE OF CONTENTS
ACKNOWLEDGEMENTS ................................................................................ i
TABLE OF CONTENTS .................................................................................... ii
CHAPTER I INTRODUCTION
1.1 Background of Study ....................................................................................... 1
1.2 Statements of Problem .................................................................................... 4
1.3 Purposes of Study ............................................................................................ 4
1.4 Significances of Study ..................................................................................... 4
1.5 Scope and Limitation ...................................................................................... 5
1.6 Definition of Key Terms ................................................................................. 5
CHAPTER II REVIEW OF RELATED LITERATURE
2.1 Sociolinguistic ................................................................................................ 6
2.2 Discourse analysis ........................................................................................... 7
2.3 Model of discourse analysis ............................................................................ 10
2.4 Subliminal Message ......................................................................................... 14
2.5 Advertising ..................................................................................................... 18
CHAPTER III RESEARCH METHODOLOGY
3.1 Research Design .............................................................................................. 28
3.2 Research Object .............................................................................................. 29
3.3 Data Collection ............................................................................................... 30
3.4 Data Validity ................................................................................................... 30
3.4 Data Analysis .................................................................................................. 30
CHAPTER IV RESEARCH FINDINGS AND DISCUSSION
4.1 Research Findings ........................................................................................... 32
4.2 Discussion ....................................................................................................... 38
CHAPTER V CONCLUSION AND SUGGESTION
5.1 Conclusion ...................................................................................................... 40
5.2 Suggestions ..................................................................................................... 41
REFERENCES
APPENDIXES
REFERENCES
Ary D, Jacobs L.C, Sorensen C. 2010. Introduction to Research in Education (8th
Edition). United State: Wadsworth
Baker Paul, Ellece Sibonile. 2011. Key Terms In Discourse Analysis. London:
Continuum
Brown Gillian, Yule George. 1988. Discourse Analysis. Cambridge: Cambridge
University Press
Brown, H. Douglas. 2000. Principles Of Language Learning And Teaching 4th
Edition. New York: Longman, Inc
Cook, Guy. 1992. The Discourse Of Advertising. London: Routledge
Coulmas, Florian. 1998. The Handbook Of Sociolinguistic. Oxford: Blackwell
Publishing
Creswell, John W. 2012. Educational Research: Planning, Conducting and
evaluating Quantatibve and Qualitative research. Boston: Pearson
Fairclough, Norman. 2001. Language and power. United Kingdom: Longman
Foucault, Michel. 1972. The archaeology of knowledge and the discourse on
language. New York: Pantheon
Gee, J. Paul. 2011. An Introduction To Discourse Analysis: Theory And Method Third
Edition. New York: Routledge
Goddard, Angela. 1998. The Language Of Advertising. London: Routledge
Hawkins, Del I., Mothersbaugh, David L. 2008. Consumer Behaviour: Bulilding
Marketing Strategy 11th Edition. New York: Irwin
Kurniati, Diah. 2009. Konstruksi Berita Peringatan Keagamaan Pada Televisi
Swasta Lokal: Analisis Wacana Program Berita ‘Habar Si Utuh lawan Si
Duyung’ Banjar Tv, Kalimantan Selatan. UMM: Unpublished Thesis
Lailia, Zuhrisa Noor. 2009. Konstruksi Pers Tentang Kampanye Pilkada Jombang
2008: Analisis Wacana Berita Kampanye Calon Bupati dan Wakil Bupati
Jombang di Harian Radar Mojokerto Periode 6-18 Juli 2008. UMM:
Unpublished Thesis
Lakhani, Dave. 2008. Subliminal Persuasion: Influence & Marketing Secrets They
Don’t Want You To Know. New Jersey: John Wiley & Sons
Leech, G. 1966. English in Advertising. London: Longman
Moriarty Sandra, Nancy Mitchell, William Well. 2011. Advertising & IMC: Principle
And Practice. New Jersey: Prentice Hall
Rodgers Shelly, Thorson Esther. 2012. Advertising Theory. London: Routledge
Verdonk, Peter. 2002. Stylistics. Oxford: Oxford University Press
Wardhaugh, Ronald. 2006. An Introduction To Linguistic Fifth Edition. Oxford:
Blackwell Publishing
Widdowson, H.G. 2004. Text, Context, And Pretext: Critical Issue In Discourse
Analysis. Oxford: Blackwell Publishing Ltd
Wodak Ruth, Meyer Michael. 2001. Methods Of Critical Discourse Analysis.
London: Sage
CHAPTER I
INTRODUCTION
1.1 Background of Study
Language is an inseparable element of society’s life. It helps human to
communicate their thought and ideas. It affects the society boundlessly.
Sociolinguistic is the scientific area of study on relationship between language and
society (Wardhaugh, 2006). Focus of sociolinguistic is the effect of society on
language. It explains how language develops beyond the level of communication but
as well as extending to societal aspects such as gender, ethnicity, religion, education,
economic status and etc. Sociolinguistic has some branches area of study to explain
the phenomenon between the language and society, one of branches called as
discourse analysis.
Discourse analysis is language beyond the level of the sentence. ‘A discourse
analysis is based on the details of speech (and gaze and gesture and action) or writing
that are arguably deemed relevant in the context and that are relevant to the
arguments the analysis is attempting to make’ (Gee, 2011: 117). It is tightly related
with content analysis and context analysis. Content or text analysis is viewed as a
level of discourse analysis in initial stage, including characterizing and determining
the structure of discourse (Fairclough: 2003). Meanwhile, Context analysis is
properties of the immediate interactional situation in which a communicative event
takes place (Wodak, 2011: 108). Context analysis is required for better understanding
1
2
on interpreting the text because it connects the text with context of situation.
Discourse analysis sees writing and conversation beyond the structural meaning but
also its contextual. The objects of discourse analysis are various from writing,
conversation, politic, media, gender, and advertisement.
Advertisement has taken its place on society’s life. A lot of advertisements
appear on newspaper, television, and internet on daily basis. There is, however,
interaction between advertisement and audience. The way of advertisement targets
audience through the language or visual used on its content count as creating
discourse. As Cook (1992: xiv) stated there is somehow the relationship between
participant and advertisement, it can be deemed as discourse and such discourse
should make linguistic.
Subliminal message is one of advertisement elements. Subliminal message is
a hidden message in advertisement used to represent particular idea indirectly, the
messages presented fast, softly, or masked by other messages that one is not aware of
seeing or hearing them (Hawkins: 2008). It conveys the interest of advertising agent
to engage the audience with certain issue in a subtle way.
One of interesting advertisements to discourse is petroleum advertisement.
Petroleum advertisement has unique features on its content. It can be seen on
petroleum companies’ advertisement in late of 2000’s. As the issue of global
warming has been becoming major lately, petroleum companies change their content
of advertisement significantly compares to some decades ago. The ‘Supermajor’, the
world’s five or six largest publicly owned oil and gas companies, advertisements
mainly focus on environmental issues. They try to appear as the environmentally
3
friendly companies. Those companies try to alter the mindset of society about
petroleum company through the advertisement massively and intensively. There are,
indeed, the subliminal messages serve on those advertisement. It requires academic
skills and specific knowledge to analyse the discourse on it. On this regard, the
researcher applies discourse analysis to analyse the message behind the petroleum
companies’ advertisement.
There has not been much literature that can be found specifically on discourse
of advertisement. However, there are two studies closely related to this paper. Those
were written by Lailia (2009) and Kurniati (2009). Lailia (2009) concerned about
advertisement of representative member election. She analysed the advertisement
during the campaign moment. She tried to see the local newspaper construction on
the political advertisement whereas Kurniati (2009) focused her discourse analysis on
news content of religious days commemoration appearing on local television. She
tried to analyse the reason why the local television broadcast the different religious
celebration in different amount of duration respectively.
On this research, the researcher applies discourse analysis not only based on
content analysis but as well as the contextual. The previous researchers have the local
media as the actor to discourse only, but this research has the petroleum company as
the actor who creates advertisement to counter attack the environmental issue on
society. It will result on the different content and context analysis. The researcher
analyses the advertisement more into scientific study of sociolinguistic.
4
1.2 Statements of problem
Based on the background above, the problems are as follow:
1.
What is the subliminal message conveyed by the content of petroleum
advertisements?
2.
What is the subliminal message conveyed by the context of petroleum
advertisements?
1.3 Purposes of Study
The purposes of this study are:
1.
To analyse the subliminal message conveyed by the content on petroleum
companies’ advertisement
2.
To analyse the subliminal message conveyed by the context on petroleum
companies’ advertisement
1.4 Significance of Study
The researcher believes this research can be used to understand the discourse
of petroleum advertisement through discourse analysis. It can increase the readers’
awareness regard to advertisement. It is not solely ordinary text and visual
composition but there are particular messages conveyed to audience. Especially the
advertisement relates to environment issues. It enriches the understanding of
sociolinguistic particularly in discourse analysis area of study.
5
1.5 Scope and Limitation
The research concern is about the discourse analysis on petroleum companies’
advertisements. The scope of this research is petroleum companies’ advertisement.
The limitation is on the content and context analysis on the print advertisement.
1.6 Definition of Key Terms
These are the definition of key terms of this research:
Discourse analysis is the study of language patterns above the sentence
(Widdowson, 2004).
Advertising is the non-personal communication of information usually paid
for and usually persuasive in nature about products, services or ideas by identified
sponsors through the various media (Rodgers, 2012).
Petroleum company is profit-oriented corporates, which operate to drill oil
as the major revenue.
Subliminal message is messages presented briefly or covered by other
messages that one is not aware of seeing or hearing them (Hawkins: 2008).
Content analysis is a method for studying the content of communication
through text (Baker & Ellece, 2011: 21).
Context analysis is a method of analysis that helps in the interpretative
process of linguistic phenomena as well as providing explanations (Baker & Ellece,
2011: 21).
ADVERTISEMENTS
THESIS
By:
HANIF FALAH
(08360277)
ENGLISH DEPARTMENT
FACULTY OF TEACHER TRAINING AND EDUCATION
UNIVERSITY OF MUHAMMADIYAH MALANG
2013
ACKNOWLEDGEMENTS
Alhamdulillah. That is the first word thought by the writer when he had
accomplished this thesis. The writer felt blissful because of the blessing and mercy
from Allah, he could finish it very well.
The greatest gratitude would be delivered to Dr. Sri Hartiningsih, M.M and
Bayu H. Wicaksono, M.Ed, Ph.D. This thesis will not be accomplished without their
help, patience and guidance. The second gratitude would be delivered to family, all
friends and people around the writer who had given infinite support and motivation.
This
thesis
titled
“Discourse
Analysis
of
Petroleum
Companies’
Advertisements” is submitted to fulfill the requirement to achieve Bachelor Degree of
English Department. The writer hopes this thesis could be beneficial for readers.
Malang, October 2013
Hanif Falah
TABLE OF CONTENTS
ACKNOWLEDGEMENTS ................................................................................ i
TABLE OF CONTENTS .................................................................................... ii
CHAPTER I INTRODUCTION
1.1 Background of Study ....................................................................................... 1
1.2 Statements of Problem .................................................................................... 4
1.3 Purposes of Study ............................................................................................ 4
1.4 Significances of Study ..................................................................................... 4
1.5 Scope and Limitation ...................................................................................... 5
1.6 Definition of Key Terms ................................................................................. 5
CHAPTER II REVIEW OF RELATED LITERATURE
2.1 Sociolinguistic ................................................................................................ 6
2.2 Discourse analysis ........................................................................................... 7
2.3 Model of discourse analysis ............................................................................ 10
2.4 Subliminal Message ......................................................................................... 14
2.5 Advertising ..................................................................................................... 18
CHAPTER III RESEARCH METHODOLOGY
3.1 Research Design .............................................................................................. 28
3.2 Research Object .............................................................................................. 29
3.3 Data Collection ............................................................................................... 30
3.4 Data Validity ................................................................................................... 30
3.4 Data Analysis .................................................................................................. 30
CHAPTER IV RESEARCH FINDINGS AND DISCUSSION
4.1 Research Findings ........................................................................................... 32
4.2 Discussion ....................................................................................................... 38
CHAPTER V CONCLUSION AND SUGGESTION
5.1 Conclusion ...................................................................................................... 40
5.2 Suggestions ..................................................................................................... 41
REFERENCES
APPENDIXES
REFERENCES
Ary D, Jacobs L.C, Sorensen C. 2010. Introduction to Research in Education (8th
Edition). United State: Wadsworth
Baker Paul, Ellece Sibonile. 2011. Key Terms In Discourse Analysis. London:
Continuum
Brown Gillian, Yule George. 1988. Discourse Analysis. Cambridge: Cambridge
University Press
Brown, H. Douglas. 2000. Principles Of Language Learning And Teaching 4th
Edition. New York: Longman, Inc
Cook, Guy. 1992. The Discourse Of Advertising. London: Routledge
Coulmas, Florian. 1998. The Handbook Of Sociolinguistic. Oxford: Blackwell
Publishing
Creswell, John W. 2012. Educational Research: Planning, Conducting and
evaluating Quantatibve and Qualitative research. Boston: Pearson
Fairclough, Norman. 2001. Language and power. United Kingdom: Longman
Foucault, Michel. 1972. The archaeology of knowledge and the discourse on
language. New York: Pantheon
Gee, J. Paul. 2011. An Introduction To Discourse Analysis: Theory And Method Third
Edition. New York: Routledge
Goddard, Angela. 1998. The Language Of Advertising. London: Routledge
Hawkins, Del I., Mothersbaugh, David L. 2008. Consumer Behaviour: Bulilding
Marketing Strategy 11th Edition. New York: Irwin
Kurniati, Diah. 2009. Konstruksi Berita Peringatan Keagamaan Pada Televisi
Swasta Lokal: Analisis Wacana Program Berita ‘Habar Si Utuh lawan Si
Duyung’ Banjar Tv, Kalimantan Selatan. UMM: Unpublished Thesis
Lailia, Zuhrisa Noor. 2009. Konstruksi Pers Tentang Kampanye Pilkada Jombang
2008: Analisis Wacana Berita Kampanye Calon Bupati dan Wakil Bupati
Jombang di Harian Radar Mojokerto Periode 6-18 Juli 2008. UMM:
Unpublished Thesis
Lakhani, Dave. 2008. Subliminal Persuasion: Influence & Marketing Secrets They
Don’t Want You To Know. New Jersey: John Wiley & Sons
Leech, G. 1966. English in Advertising. London: Longman
Moriarty Sandra, Nancy Mitchell, William Well. 2011. Advertising & IMC: Principle
And Practice. New Jersey: Prentice Hall
Rodgers Shelly, Thorson Esther. 2012. Advertising Theory. London: Routledge
Verdonk, Peter. 2002. Stylistics. Oxford: Oxford University Press
Wardhaugh, Ronald. 2006. An Introduction To Linguistic Fifth Edition. Oxford:
Blackwell Publishing
Widdowson, H.G. 2004. Text, Context, And Pretext: Critical Issue In Discourse
Analysis. Oxford: Blackwell Publishing Ltd
Wodak Ruth, Meyer Michael. 2001. Methods Of Critical Discourse Analysis.
London: Sage
CHAPTER I
INTRODUCTION
1.1 Background of Study
Language is an inseparable element of society’s life. It helps human to
communicate their thought and ideas. It affects the society boundlessly.
Sociolinguistic is the scientific area of study on relationship between language and
society (Wardhaugh, 2006). Focus of sociolinguistic is the effect of society on
language. It explains how language develops beyond the level of communication but
as well as extending to societal aspects such as gender, ethnicity, religion, education,
economic status and etc. Sociolinguistic has some branches area of study to explain
the phenomenon between the language and society, one of branches called as
discourse analysis.
Discourse analysis is language beyond the level of the sentence. ‘A discourse
analysis is based on the details of speech (and gaze and gesture and action) or writing
that are arguably deemed relevant in the context and that are relevant to the
arguments the analysis is attempting to make’ (Gee, 2011: 117). It is tightly related
with content analysis and context analysis. Content or text analysis is viewed as a
level of discourse analysis in initial stage, including characterizing and determining
the structure of discourse (Fairclough: 2003). Meanwhile, Context analysis is
properties of the immediate interactional situation in which a communicative event
takes place (Wodak, 2011: 108). Context analysis is required for better understanding
1
2
on interpreting the text because it connects the text with context of situation.
Discourse analysis sees writing and conversation beyond the structural meaning but
also its contextual. The objects of discourse analysis are various from writing,
conversation, politic, media, gender, and advertisement.
Advertisement has taken its place on society’s life. A lot of advertisements
appear on newspaper, television, and internet on daily basis. There is, however,
interaction between advertisement and audience. The way of advertisement targets
audience through the language or visual used on its content count as creating
discourse. As Cook (1992: xiv) stated there is somehow the relationship between
participant and advertisement, it can be deemed as discourse and such discourse
should make linguistic.
Subliminal message is one of advertisement elements. Subliminal message is
a hidden message in advertisement used to represent particular idea indirectly, the
messages presented fast, softly, or masked by other messages that one is not aware of
seeing or hearing them (Hawkins: 2008). It conveys the interest of advertising agent
to engage the audience with certain issue in a subtle way.
One of interesting advertisements to discourse is petroleum advertisement.
Petroleum advertisement has unique features on its content. It can be seen on
petroleum companies’ advertisement in late of 2000’s. As the issue of global
warming has been becoming major lately, petroleum companies change their content
of advertisement significantly compares to some decades ago. The ‘Supermajor’, the
world’s five or six largest publicly owned oil and gas companies, advertisements
mainly focus on environmental issues. They try to appear as the environmentally
3
friendly companies. Those companies try to alter the mindset of society about
petroleum company through the advertisement massively and intensively. There are,
indeed, the subliminal messages serve on those advertisement. It requires academic
skills and specific knowledge to analyse the discourse on it. On this regard, the
researcher applies discourse analysis to analyse the message behind the petroleum
companies’ advertisement.
There has not been much literature that can be found specifically on discourse
of advertisement. However, there are two studies closely related to this paper. Those
were written by Lailia (2009) and Kurniati (2009). Lailia (2009) concerned about
advertisement of representative member election. She analysed the advertisement
during the campaign moment. She tried to see the local newspaper construction on
the political advertisement whereas Kurniati (2009) focused her discourse analysis on
news content of religious days commemoration appearing on local television. She
tried to analyse the reason why the local television broadcast the different religious
celebration in different amount of duration respectively.
On this research, the researcher applies discourse analysis not only based on
content analysis but as well as the contextual. The previous researchers have the local
media as the actor to discourse only, but this research has the petroleum company as
the actor who creates advertisement to counter attack the environmental issue on
society. It will result on the different content and context analysis. The researcher
analyses the advertisement more into scientific study of sociolinguistic.
4
1.2 Statements of problem
Based on the background above, the problems are as follow:
1.
What is the subliminal message conveyed by the content of petroleum
advertisements?
2.
What is the subliminal message conveyed by the context of petroleum
advertisements?
1.3 Purposes of Study
The purposes of this study are:
1.
To analyse the subliminal message conveyed by the content on petroleum
companies’ advertisement
2.
To analyse the subliminal message conveyed by the context on petroleum
companies’ advertisement
1.4 Significance of Study
The researcher believes this research can be used to understand the discourse
of petroleum advertisement through discourse analysis. It can increase the readers’
awareness regard to advertisement. It is not solely ordinary text and visual
composition but there are particular messages conveyed to audience. Especially the
advertisement relates to environment issues. It enriches the understanding of
sociolinguistic particularly in discourse analysis area of study.
5
1.5 Scope and Limitation
The research concern is about the discourse analysis on petroleum companies’
advertisements. The scope of this research is petroleum companies’ advertisement.
The limitation is on the content and context analysis on the print advertisement.
1.6 Definition of Key Terms
These are the definition of key terms of this research:
Discourse analysis is the study of language patterns above the sentence
(Widdowson, 2004).
Advertising is the non-personal communication of information usually paid
for and usually persuasive in nature about products, services or ideas by identified
sponsors through the various media (Rodgers, 2012).
Petroleum company is profit-oriented corporates, which operate to drill oil
as the major revenue.
Subliminal message is messages presented briefly or covered by other
messages that one is not aware of seeing or hearing them (Hawkins: 2008).
Content analysis is a method for studying the content of communication
through text (Baker & Ellece, 2011: 21).
Context analysis is a method of analysis that helps in the interpretative
process of linguistic phenomena as well as providing explanations (Baker & Ellece,
2011: 21).