White 8.
Facial Foam Nivea for Men Whitening
Oil Control Nivea Visage Oil Regulating
9. Facial Foam
Nivea for Men Oil Control Nivea Visage Deep Oil Control
10. Shampoo Cear Man
Clear Woman
4.2 The Data Analysis
It has been mentioned in the chapter 3 that the data were analyzed based on the four steps. They are: transcribing the data recorded, identifying the speech function used
by the advertisement, identifying the dominant speech function used by the television advertisement language and deriving the cause of speech function dominantly used.
4.2.1 Speech Function of Male and Female in Television Cosmetic Advertisement
In this research, the four types of speech function were occurred in male and female language advertisement but in the different amount, as seen in the table below:
Table 4.2 Speech Function in Male and Female Language of Television Cosmetic
Advertisement
No
Speech Function
Language Advertisement
Male Percent Female Percent Male + Female Percent 1.
STATEMENT 44
88 49
83 93
85 2.
COMMAND 2
4 3
5 5
5
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3. QUESTION
3 6
4 7
7 6
4. OFFER
1 2
3 5
4 4
Total 50
59 109
100
4.2.2 Statement in Cosmetic Advertisement Language
After analyzing all the speech functions used in male and female language used in the cosmetics television advertisement language as seen in the table above, the writer
then identified the speech function dominantly used by in male and female language of television advertisement.
4.2.2.1 Statement in Male Advertisement Language
The list of Statements in male advertisement speech function is summarized in table 4.3.
Table 4.3 List of Statements in Male Advertisements Language
No. Type
1. Clarification
2. Promise
3. Information
4. Ridicule
5. Agreement
6. Achievement
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7. Exclamation
8. Complain
9. Reason
10. Aim
It is described as the following: 11. Clarification is the action of making a statement or situation less confused and
more comprehensible. The statement that included into clarification from male cosmetic advertisements are:
1. Keringat dan bau badan, tak bisa hentikan aksi men’s thing
Men’s Biore Deo Protection 2.
Berpacu di dalam terik matahari bukan masalah Biore Energizing White
3. Nivea for men, what men want.
Nivea Whitening Oil Control 4.
Nivea for men, what men want Nivea For Men Oil Control Facial Foam
5. Aku memiliki kekuatan untuk menghadapi kulit kepala.
Clear Man 6.
Kekuatan untuk menghilangkan ketombe, rasa gatal dan rambut rontok. Clear Man
12. Promise a declaration or assurance that one will do something or that a particular thing will happen. Usually in the sentences there are words like promise, will,
swear. The statement that included into promise from male cosmetic advertisements are:
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1. Tetap kering sepanjang hari apapun aktivitasmu
Rexona Men Adventure 2. Men’s biore oil clear bersihkan minyak serta kotoran dan menjaga kesan
tak berminyak Men’s Biore Oil Clear
3. Energizing white tampil lebih baik
Biore Energizing White 4.
Tapi dimana aja aku bisa tetap percaya diri Nivea Whitening Oil Control
5. Baru dengan double impact mengurangi miyak wajah hingga 90.
Nivea Whitening Oil Control 6.
Dan mencerahkan kulit Nivea Whitening Oil Control
13. Information is a collection of factual knowledge about something, in this case is all the information that related to the product advertised. The statement that
included into information from male cosmetic advertisements are: 1. Baru, rexona men adventure dengan formula yang bekerja melindungi 24
jam. Rexona Men Adventure
2. Rexona men
Rexona Men Adventure 3.
Rexona men sport defense Rexona Men Adventure
4. Menjaga ketiak lebih kering dibanding yang lain
Rexona Men Adventure 5.
Semua bukan soal
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Men’s Biore Oil Clear
6. Karna rintangan selalu ada
Men’s Biore Oil Clear 7.
Men’s biore oil clear Men’s Biore Oil Clear
8. Double scrub system black and white
Men’s Biore Black and White 9.
Serap minyak dan kotoran. Men’s Biore Black and White
10. Angkat sel kulit mati.
Men’s Biore Black and White 11.
Men’s biore black and white. Men’s Biore Black and White
12. Energizing white brightenings beads nya angkat kotoran dan sel kulit
kusam Biore Energizing White
13. Plus crystal powder yang menyerap minyak
Biore Energizing White 14.
Men’s biore, men’s thing Biore Energizing White
15. Polusi, debu dan bakteri
Nivea Whitening Oil Control 16.
Itu dia yang bisa bikin wajahku kusam dan berminyak Nivea Whitening Oil Control
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17. Nivea for men whitening oil control
Nivea Whitening Oil Contril 18.
Gak lagi Nivea For Men Oil Control Facial Foam
19. Nivea for men oi control facial foam formula multi fungsi 5 in 1
Nivea For Men Oil Control Facial Foam 20.
Kini diperkaya white tea extract untuk kulit bersih, halus tak berminyak Nivea For Men Oil Control Facial Foam
21. Clear man baru.
Clear Man 22.
Total perlindungan 3 masalah kulit kepala Clear Man
23. Clear man baru total perlindungan 3 masalah kulit kepala
Clear Man 14. Ridicule is the making of unkind jokes as a way of showing ones scorn for
someone or something. In this case is the copywriter try to mock the person who does not use the product. Ridicule which we could find in the data of male
cosmetic advertisements are: 1.
Di pemotretan terakhir kita, sangkin belang kulitnya, dipanggil si zebra tuh.
Vaseline Man Body Lotion 15. Agreement is the situation in which people have the same opinion, or in which
they approve of or accept something. Usually marked by words like yes, okay. The agreement in the male cosmetic advertisements are:
1. Iya, dengan vaselin man body lotion kulitku terlindung dari sinar UV.
Vaseline Man Body Lotion
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16. Achievement is the act of achieving or performing; an obtaining by exertion; successful performance; accomplishment; as, the achievement of using a product.
The achievement are: 1.
Dan hanya dalam 2 minggu jadi lebih cerah merata. Vaseline Man Body Lotion
17. Exclamation is an utterance made with strong emotion to market a product. Usually marked by exclamation marks and has some strong intonation in its. The
exclamation in the male cosmetic advertisements is: 1.
Go Rexona Men Sport Defense
18. Complaint is a reason for not being satisfied; a statement that somebody makes saying that they are not satisfied. The complaint statement we could found in the
male cosmetic advertisements is: 1.
Dalam duniaku, bising, kencang, panas, dan lengket menyatu Men’s Biore Oil Clear
19. Reason is a cause or an explanation for something that has happened or that somebody has done, in this case, the copywriter use an utterance that showing the
reason why the viewer must try or use that product. The reason statement we could found in the male cosmetic advertisements is:
1. Clear man baru dengan pronatrium ten kombinasi 10 mineral nutrient
menjaga kulit kepala dari ketombe, rasa gatal dan rambut rontok Clear Man
20. Aim is the purpose of doing something; what somebody is trying to achieve. The copywriter use an utterance conveyed to attempt or intend to reach a certain goal
of a product if it is used by the viewers. Usually marked with words like for and to. The aim statement that we could found in male cosmetic advertisements are:
1. Men’s biore deo protection lindungi kebersihan kulit dari kuman, rasa
lengket dan bau badan
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Men’s Biore Deo Protection 2.
Untuk kesan tidak mengkilap lebih lama Biore Energizing White
This research also categorized the data into percent. This is to know the describing speech function in Male language of television advertisement. The statement
can be seen in the following table:
Table 4.4 Initiating of Statement in Male Language Advertisement
As shown in the table, the dominant speech function of statement in male advertisement language is 88, include into Information 52. It is followed by
No. Type
Number Percentage
1. Clarification
6 14
2. Promise
6 14
3. Information
24 55
4. Ridicule
1 2
5. Agreement
1 2
6. Achievement
1 2
7. Exclamation
1 2
8. Complaint
1 2
9. Reason
1 2
10. Aim
2 5
Total of Statement 44
100
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Clarification and Promise 14. And in the third rank is Achievement and Aim 5. While the Complaint, Exclamation, Reason, Ridicule, and Agreement get into the last
position 2. It is indicate that male advertisement language always using Information in the advertisement.
4.2.2.2 Statements in Female Advertisement Language
The languages in female advertisements are developed in a system network. The system network indicated how the speech functions are developed from the basic speech
function of Statement, Question, Offer, and Command. The Statements are summarized in table 4.5.
Table 4.5 List of Statement in Female Language Advertisement
No. Type
1. Suggestion
2. Promise
3. Information
4. Agreement
5. Achievement
6. Complaint
7. Reason
8. Hope
It is described as the following:
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1. Suggestion is an idea or a plan that you mention for somebody else to think about or do something. In the advertisement, suggestion is an utterance that used by the
copywriter to support a statement in promoting a product. The suggestion statement we could found in the female cosmetic advertisements are:
1. Hidupku takkan berubah, sebelum aku merubahnya. Biore Charming Fresia
2. Karna itu kamu perlu pakai rexona setiap hari
Rexona 3.
Jerawat jangan dipencetin, nanti tambah banyak lho.. Biore Anti-acne
2. Promise a declaration or assurance that one will do something or that a particular thing will happen. Usually in the sentences there are words like promise, will,
swear. The promise statement we could found in female cosmetic advertisements are:
4. Pesona biore charming freesia lembut memanja Biore Charming Fresia
5. Menyerap kedalam kulit untuk memberikan kelembaban dan nutrisi kulit
selama 24 jam Vaseline Total Moisture
6. Hanya yang memakai rexona yang tetap kering dan segar
Rexona 7.
Tetap kering dan percaya diri Rexona
8. Perhatianpun tertuju padamu
Rexona Skin Light
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9. Lembut melawan jerawat dan mencegahnya kembali
Biore Anti-acne 10.
Jerawat gak gampang balik Biore Anti-acne
11. Biore soft scrub butirannya paling lembut
Biore Soft Scrub 12.
Aman digunakan setiap hari Biore Soft Scrub
13. Hmm senangnya bersihkan wajah pakai biore soft scrub
Biore Soft Scrub 14.
Kulit lebih segar bersih dari minyak dua kali lebih lama Biore Absorbing Clay
15. Untuk wajah bening memukau
Biore Absorbing Clay 16.
Aktif mengontrol kadar minyak berlebih hingga ke sumbernya Nivea Visage Oil Regulating
17. Kulit sehat tidak mengkilap dengan rangkaian oil regulating dari nivea
visage Nivea Visage Oil Regulating
18. Membersihkan pori-pori dan menjangkau sampai ke dasar kulit, untuk
kulit yang bersih, lembut dan berseri Nivea Visage Deep Oil Control
19. Pembersih muka nivea visage deep oil control baru untuk kulit bebas
minyak Nivea Visage Deep Oil Control
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20. Clear hair fall defense, nutrisinya meresap ke dalam kulit kepala dari
pangkal hingga ujung rambut, efektif menghilangkan ketombe dan mencegah rambut rontok
Clear Woman 21.
Jadi rambut rontokmu akan berkurang hingga tidak ada lagi rambut rontok yang terlihat
Clear Woman 22.
Rambut rontok berkurang dengan clear hair fall defense Clear Woman
3. Information is a collection of factual knowledge about something, in this case is all the information that related to the product advertised. The information
statement we could found in female cosmetic advertisement are: 1.
Setiap orang melembabkan kulit tanpa berpikir Vaseline Total Moisture
2. Tapi setiap hari kulitmu membutuhkan kelembaban
Vaseline Total Moisture 3.
Kulit butuh nutrisi yang menimbulkan kelembaban secara menyeluruh Vaseline Total Moisture
4. Vaseline total moisture diperkaya oleh vitamin E, Soy, dan white extract
Vaseline Total Moisture 5.
Ada 5 hal tak terduga penyebab keringat yang menimbulkan bau badan emosi, gerakan ringan, panas, lembab, stress diri
Rexona 6.
Rexona skin light Rexona Skin Light
7. Dengan minyak biji bunga matahari melindungi dan menutrisi kulit untuk
kulit ketiak yang lebih cerah
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Rexona Skin Light 8.
Rexona skin light Rexona Skin Light
9. Biore anti acne baru dengan ekstra asunaro formulanya ramah dikulit
Biore Anti-acne 10.
Biore anti acne Biore Anti-acne
11. Biore
Biore Soft Scrub 12.
Minyak, terserap maksimal oleh clay Biore Absorbing Clay
13. Kebebasan adalah memberikan sepenuh hati untuk berkarya
Nivea Visage Deep Oil Control 14.
Terlebih lagi dengan penampilan kulitku yang putih dan berseri Nivea Visage Deep Oil Control
15. Pembersih muka nivea visage deep oil control baru dengan carnitine
Nivea Visage Deep Oil Control 16.
Kebebasan adalah penampilan wajah yang menawan Nivea Visage Deep Oil Control
17. Di clear paris institute, kami mengetahui kulit kepala tidak sehat dan
berketombe bisa membuat rambut rontok lebih dari 60 helai perhari Clear Woman
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4. Agreement is the situation in which people have the same opinion, or in which they approve of or accept something. Usually marked by words like yes, okay.
The agreement statement nothing found in female cosmetics advertisements.
5. Achievement is the act of achieving or performing; an obtaining by exertion; successful performance; accomplishment; as, the achievement of using a product.
The achievement statement we could found: 1.
Kulakukan yang aku mau Biore Charming Fresia
2. Dan temukan cara baru yang belum pernah aku lakukan sebelumnya
Biore Charming Fresia 3.
Kini kulitku berubah semakin lembut dan wangi membuat hari-hariku jadi lebih menyenangkan
Biore Charming Fresia 4.
Cerahnya kulit ketiakmu Rexona Skin Light
5. Biore bersihnya sampai ke pori
Biore Soft Scrub 6. Complaint is a reason for not being satisfied; a statement that somebody makes
saying that they are not satisfied. The complaint statement we could found is: 1.
Kulit berminyak bikin masalah Nivea Visage Oil Regulating
7. Reason is a cause or an explanation for something that has happened or that somebody has done, in this case, the copywriter use an utterance that showing the
reason why the viewer must try or use that product. Usually shown by the words because. In the female cosmetic advertisements the reason statement we could
found is:
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1. Karena kita berasumsi sembarang lotion cukup untuk menjaganya tetap
sehat Vaseline Total Moisture
8. Hope is an utterance to want something to happen or to be true, and usually have a good reason to think that it might. Usually marked with words like hope,wish,
hopefully. The hope statement that we could found in female cosmetic advertisements are:
1. Aku ingin daerah hidung dan kening yang berminyak jadi bersih dan
segar Biore Soft Scrub
2. Juga derah pipi agar lebih lembut
Biore Soft Scrub This research also categorized the data into percent. This is to know the
describing speech function of statement in female language of television advertisement. The statement can be seen in the following table:
Table 4.6. Initiating of Statement in Female Language Advertisement No.
Type Number
Percentage
1. Suggestion
3 6
2. Promise
18 37
3. Information
17 35
4. Agreement
1 2
5. Achievement
6 12
6. Complaint
1 2
7. Reason
1 2
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8. Hope
2 4
Total of Statement 49
100
As shown in the table, the dominant speech function of statement in female language advertisement is 83, include into Promise 37. It is followed by
Information 35. In the third rank is Achievement 12, and then followed by suggestion 6. Hope placed for the next rank 4, while the Complaint, Reason, and
Agreement get into the last position 2. It is indicate that female language advertisements always using Promise in the advertisement.
The data above showed that Statements in male and female advertisement language have the different function and classification. As conclusion of male’s and
female’s advertisement language can seen in table 4.7.
Table 4.7 Percentage of Statements in Male and Female Language of Cosmetics
Advertisement No.
Type of Statement Statement in Language Advertisement
Male Percent
Female Percent
1. Clarification
6 14
- -
2. Promise
6 14
18 37
3. Information
24 55
17 35
4. Ridicule
1 2
- -
5. Agreement
1 2
1 2
6. Achievement
1 2
6 12
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7. Exclamation
1 2
- -
8. Complaint
1 2
1 2
9. Reason
1 2
1 2
10. Aim
1 2
- -
11. Suggestion
- -
3 6
12. Hope
- -
2 4
Total 44
100 49
100
4.2.3 Command in Advertisement Language
Second types of speech function are command. Like Statement, Command may be positive or negative as in Open the door Or Please don’t smoke here Saragih,
2005:13. In the male advertisement language, there were two which categorized as positive command and one as negative command prohibition.
The command can be seen as in the following table:
Table 4.8 Initiating of Command in Male Language Advertisement
No. Texts
Initiating Command Number
Positive Negative
1. Pacu lagi semangatku Men’s Biore
Oil Cear √
2 67
2. Jawab tantangan Vaseline men hari
ini Vaseline Mand Body Lotion √
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3. Jangan biarkan keringat
mengganggu serunya demam bola Rexona Men Sport Defense
√ 1
33
Total 3
100
As shown in the table, the dominant Command in male language advertisement is positive command 67 and following with negative commandprohibition 33.
In the female language advertisement, the command can be seen in the following table:
Table 4.9 Initiating of Command in Female Cosmetic Language Advertisement
No. Texts
Initiating Command Number
Positive Negative
1. Buktikan dengan memakai Rexona
di salah satu ketiakmu di pagi hari
√
4 100
2. Cek dimalam hari
√
3. Pake Rexona setiap hari
√
4. Stop
√ Total
4 100
The table above shows that the female advertisement language dominantly use the positive command 100. There is no negative commandprohibition found in these
language advertisements.
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4.2.4 Question in Advertisement Language
Third types of speech function are Question. The question may be earlier information question wh-question or yesno question such as Where did you go last
week? and Did you go to the movie? In the male advertisement language, there were one question. But in the female
advertisement language, there were three questions. The question can be seen as in the following table:
Table 4.10 Initiating of Question in Male Advertisement Language
No. Texts
Initiating Question Number
Wh-question Yesno question
1. Wajah berminyak?
√
1 100
Total 1
100
Table 4.11 Initiating of Question in Female Advertisement Language
No. Texts
Initiating Question Number
Wh-Question YesNo
Question 1.
Kamu kira hanya bisa berkeringat saat aktif
bergerak?
√
3 100
2. Kamu yakin?
√
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3. Kulit ketiakmu tidak
secerah yang kamu mau?
√
Total 3
100
The table above show that the male and female advertisement language dominantly use the yesno question 100. There is no wh-question found in these
advertisements language.
4.2.5 Offer in Advertisement Language
Fourth types of speech function are Offer. The offer may be coded by a statement such as Let me take the book for you.
In the male advertisement language, there were two offers can be found. But in the female advertisement language, there were three offers. The offer can be seen as in
the following table:
Table 4.12 Initiating of Offer in Male and Female Cosmetic’s Advertisement Language
No. Texts
Initiating Offer Number
Male Female
1. Jelajahi serunya petualangan Rexona
Men
√
2 40
2. Terus Percaya diri dengan nivea for
men whitening oil control Nivea Whitening Oil Control
√
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3. Pake Biore anti acne Biore anti acne
√ 3
60 4.
Kini hadir Biore clean spa clay Biore Absorbing clay
√
5. Kan Ada Nivea Visage Oil Regulating
Nivea Visage Oil Regulating √
Total 5
100
As shown in the table, the offer of female language advertisements are 60 while in the male advertisement language have only 40.
4.3 Research Findings
