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5. 2 SUGGESTION
In this opportunity, the writer would like to provide the thesis in order to give advantages of reading the thesis. The writer hope that the the readers will have an
interest in discussing the power of language for further analysis. Language power will be different in different areas, so the writer hope that by reading this thesis, it
can encourage anyone to discuss about language in different areas. The analysis could be done in a different areas to have a different result of language power
The writer also hope to everyone who wants to discuss about language power, they do the analysis by using field research to find how language influences the
readers in advertisements. Many people who discuss about language power, they do the analysis by using library research. So, it will be interesting when the power of
language is analyzed by using field research and the power of language is analyzed by having interview to have a significant result about the power language.
Finally the writer would be glad if the thesis can give a great deal of contributions to everyone who wants to write a new thesis dealing with this topic.
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CHAPTER II REVIEW OF RELATED LITERATURE
2. 1. The Power of Language
Thompson in his article said that language has immense power, and its impact depends entirely on how we wield it. Because words are so often used automatically
and unconsciously, we have learned to treat them tightly. By becoming more aware of the impact and power of language, we can make more conscious, insightful
choices about how we express ourselves and how we interpret others https:experiencelife.comarticlethe-power-of-language.
In addition, Antony said that The power of Words refers to the most powerful thing that man possesses, that he may use to influence others, either for good or for
evil http:www.ecclesia.orgtruthwords.html. According to Wikipedia,The Power of Language
is a measure of one‟s ability to communicate effectively in a given language, specifically one that is not native to
the speaker. Language Power consists of two key components: 1 an ability to speak and be understood,
2 an ability to listen and understand. Weiz and Schwietring said that the power of language not only means
language in service of power, language can also undermine power. In a more narrow sense, this understanding of the power of language is a matter of the
instrumentalisation of language for the purpose of exercising power http:www.goethe.delhrprjmacmspen1253450.htm.
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In addition Young and Fitzgerald 2006:2 said that the power of language focusses on how power in society is realized through language, specifically on the
role of language in producing and maintaining powerful relations. Fairclough 1989:4 said that the contribution of language power is
particularly of how language contributes to the domination of some people by others. The power of language means how language affects people in certain things.
Language used in daily life will have its own influences and effects. Language has a powerful influence over people and their behavior. The choice of language to convey
specific messages with the intention of influencing people is vitally important. Fairclough 1989:43 said that there are two aspects of the powerlanguage
relationship that is power in discourse and power behind discourse.
2.1.1 Power in Discourse
The section on power in discourse is concerned with as a place where relations of power are actually exercised and enacted. There are three relation of
power, they are p ower in „face-to-face‟ spoken discourse, power in „cross-cultural‟
discourse and hidden power a.
Power in „Face-to-face‟ Spoken Discourse The exercise of power in a type of „face-to-face‟ discourse where participants
are unequal – what we might call unequal encounter. There will be different position
of participants in this case, and powerful participant will have power over non- powerful participant. The power in discourse is to do with powerful participants
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controlling and constraining the contributions of non-powerful participants. It is useful to distinguish broadly between theree types of such constraints-constraints on
1. Contents, on what is said or done;
2. Relations, the social relations people enter into in discourse;
3. Subjects, or the subject positions people can occupy.
b. Power in „Cross-Cultural‟ Encounter
The exercise of power in „cross-cultural‟ discourse is done where participants belong to different ethnic groupings. There are unequal participants in discourse
where the non-powerful people have cultural and linguistic background different from those of the powerful people. The existence of ethnic groupings will influence
power in discourse itself. For instance in „gatekeeping encounters‟ – encounters such as a job interview in which a „gatekeeper‟ who generally belongs to the societally
dominant cultural grouping controls an encounter which determines whether someone gets a job, or gets acces to some other valued objective.
c. Hidden Power
Hidden power is exercised in mass media. Mass media can be television, radio, film, newspaper, internet and so on. Mass-media discourse is interesting
because the nature of the power relations enacted in it is often not clear, and there are reasons for seeing it as involving hidden relations of power.
In media discourse, as well as generally writing, there is a sharp divide between producers and interpreters. Media discourse is designed for mass audiences,
and there is no way that producers can even know who is in the audience, let alone
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adapt to its diverse sections. The power being exercised here is the power of disguise power. It is a form of the power to costraint content : to favour certain interpretations
and „wording of events‟. It is a form hidden power, for the favoured interpretations and wordings are those of power holder in our society.
2.1.2 Power Behind Discourse
The idea of power behind discourse is that the whole social order of discourse is put together and held together as a hidden effect of power. The power behind
discourse is related to action. Action is normally controlled by our mind; and if one can influence other‟s mind are typically influenced by text and talk, discourse may
thus indirectly control p eople‟s action.
2. 2. Advertisement 2. 2. 1. The Defenition of Advertisement
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