it is the possessor of the product, such as your liquid platinum, or the ones involve in such act, for example daily winner will win 3 return tickets. For that matter, instead
of the ones for whom the action is intended, they are depicted as the ones who do the purchasing activity which is analogous with the finding in the material clause
analysis.
4.2.3 The Personalization Impersonalization Representation
The analytical discussions in the previous parts have documented how the social actors are represented in terms of their presence and the role they contribute in
the flow of the discourse. In this third category, the focus is concentrated more on the manner in which each social actor is represented in the text, whether they are viewed
as human being or not. In addition, the epithets embodying the actor representations are investigated thoroughly. The summary of the total numbers in this category is
displayed in Chart 4.6 below.
Chart 4.6 Personalizationimpersonalization representations in the data
5 10
15 20
25
Narratee Brand
Product Endorser
Personalized Abstracted
Spatialized Instrumentalized
Somatized
As it has been inferred from the other sets, the brand has the highest frequency of social representation. From 150 representational choices, 86 57.33
of them are abstracted, 21 14 of them are personalized, 20 13.33 are spatialized, 23 15.33 of them are instrumentalized, and none of them are
somatised. The product follows its ‗leader‘ as the second majority in the total
representational choice in the aspect of human or non-human classification. The utmost occurrences still rely on the abstracted representation in which 79 54.48
out of 145 are represented by means of quality assigned to them reflected in the representation. The other realizations are segmented into four types of choice: 35
24.14 of them are instrumentalized, 20 13.8 of them are spatialized, while only 11 7.59 of them are personalized.
It is interesting to notice that the narratees are usually segmented into two types of representations, the personalization and abstraction. Chart 4.6 displays the
frequencies of these two classes are in close affinity with each other: 46 54.12 out of 85 for the personalization and 31 36.47 for abstraction. As for the minor
classes, 5 5.88 of them are instrumentalized, 2 2.35 of them are spatialized, and the remaining 1 1.18 is somatized.
The last social actors, the endorsers, resemble the narratees representation. In 3 0.78 representations, all of them are personalized. It is a reasonable choice in
that their foremost assignment is to strengthen the brands‘ social value through their utterances. In order to make the rhetorical propositions reliable, they are typically
represented as the ‗elite‘ persons in the target market community. Hence, their identity as ‗official‘ spokespeople cannot be detached in the representation.
This numbers indicate that abstraction is the most favoured choice by the producers in the English clauses embedded in the printed advertisements. This
finding is foregrounded by the major process in the data, which is the relational clause. Furthermore, the most effective way to conflate certain social values with the
brand is through attribution backgrounding. Hence, through the attributions, such as new possibilities,
world’s strongest bank, grand, stylish, and the best, the identity- building and maintaining are possible to be identified with the referred social actors.
For the largest frequency is shown in the brands and the products, the positive evaluative assessment are considered as the inherent parts of these representations. In
that matter, they are usually depicted as modern, fabulous, pleasant, exquisite, distinguished, professional, and creative entities.
Personalization addressing usually emphasizes on the human aspect of the social actors. In this manifestation, they are represented as the entities that are
endowed with consciousness feature van Leeuwen, 2008. Chart 4.6 displays a finding that remarks the highest personalization rate of the narratees. It is not an
intriguing result because this representation is essential to denote their existence as the ones who have the ability to consume the promoting goods and services.
However, there is a quite peculiar manner of representation when the brands and the products are represented as though they are living things endowed with
consciousness. This type of manner actually brings the company into the front line of the advertising strategy. It has been stated previously that brand is a cluster of
meaning associated with the label Myers, 2009. This cluster of meaning is also the representat
ion of the company as the brand is the company‘s nexus to engage with the customers for the purpose of gaining large profit Belch and Belch 2003. Hence,
the brands are sometimes treated not just as the abstract instrument, but the company as well.
43
the Body and Face Lab | a member of global beauty international Ad19C63
44
victory is always [Token] ours Ad46C147
In 43, the brand of the company is not merely a label or a cluster of meaning
attached with it. It denotes a group of people which is a member of internationally acknowledged organization in the beauty parlour community. Hence, by emphasizing
the professionalism and internationalization aspects of the domestic company, they try to elevate the brand value in the mind of the female customers.
It is slightly different with 44. In this case, the personalization is construed through the genitive ours. It corresponds with the personalization cues in this
classification consist of personal or possessive pronouns, proper names, or nouns van Leeuwen,
2008. Thus, the manifestation of human‘s characteristic integrated in the owning relationship underlines the representation of the industrial group of the
manufacturing automotive company. From the personalized brand and product implications, it can be inferred that
those actors are categorized as the instrumental representations of the companies‘ presence because they are typically perceived as the non-living things which are
persuaded to be consumed. Therefore, products with or without the pre-modifiers of
the brands, such as Samsung Galaxy SIII, Nissan Juke, P’9981, and Fiesta, represent
the commercial companies. Hence, the results of the data show the second largest number of the products and the brands is the instrumentalization. They are typically
depicted as the appropriate tools to realize the identity-building and maintaining strategy in the act of consuming. Because the brand usually conceptualizes the
abstract representation of the company, its frequency in the instrumentalization is rather lower compared with its commercial counterpart for they need to be attached
with the product to be represented as the instrument. In the spationalization, the selling point of the brands and the products is
associated with the spatial element. In the relational and material clause analytical discussions, it has been shown that spatial cue is quite prominent in the data. Hence,
though it is placed as the minor manifestation after somatization in the data, this representational choice is regarded as a significant aspect in framing the social values
of the purchased actors. It generally denotes the marketing region of the goods and services, and the modern and distinguished facilities of the company.
The last and the least referring concept of impersonalization found in the data is the somatization. This representational choice is not popular in the identity-
building strategy which may be caused by its implication. Van Leeuwen 2008 states that somatization represents the social actors through the reference of their part of the
body. The findings displayed in Chart 4.6 indicate that impersonalization is salient in this strategy as the brands and the products are the major social actors in the
discourse. Hence, to construe a representation which focuses on a part of a personalized entity is regarded as a highly inappropriate advertising technique.
Furthermore, the effect of the social process toward the narratees would be restricted to a certain part of their being van Leeuwen, 2008 which is contrasted with the
intended outcome of identity assigning denoting the meaning of the whole existence as a person. Thus, the technique of somatization is usually avoided by many
producers in the strategy.
109
CHAPTER V CONCLUSIONS AND RECOMMENDATIONS
This final chapter presents the conclusion of the study. Similar to the prior discussions, this chapter comprises two parts, the conclusions and the
recommendations. The initial part summarizes the findings which have been detected and analysed in the previous chapter. Subsequently, it is followed by the last part
containing the elaborations of some recommendations for further research in related fields of study.
5.1 Conclusions
The results found in the data through the transitivity processes analysis indicate that there are two major processes in realizing the identity-building and
maintaining strategy in the Indonesian printed advertisements. The relational and material processes come first and second respectively in the analysed English clauses.
It grounds an implication that the direct characterization and identification is significant in constructing the desirable image of the commodity. It is then followed
by construing concrete grammatical action order to emphasize the transforming and maintaining attitudes of the actors which is typically influenced by the commercial
goods. The second analysis reveals the minor contribution of the customers in the
identity-building strategy, excepting the consuming activity. On the contrary, the role of the advertised commodities surpassed the importance of the consumers through
