Background of the Study

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CHAPTER I INTRODUCTION

A. Background of the Study

Communication is the main means of our daily needs to have a relation with other people. With communication, people can deliver what they want to share about feelings, opinions, and ideas. One means of communication is language. Human‟s life always concerns with communication, and to do the communication, people use language. Therefore, language is viewed as a system of communication. People communicate every moment to say or to do something by using language depends on the circumstances, place, time, and condition where they are doing their activities. In every organization, people use language to express what they are going to say to someone else. Each field of the organization has different type of language depends on the activity. There are two kinds of communications, verbal communication and non-verbal communication. Verbal communications can be expressed by speaking and there is a sound produced so that is called verbal communication. Non-verbal communication uses body language, facial expressions, gesture and eye contact to deliver the message of the speakers. However, humans should think and produce the meaning first when they want to deliver their message by using non-verbal communication. Advertisement is one means of communications in public in order to make people know about a product or service. Advertisements appear on several products. Some are printed while some are non-printed advertisements. Printed 2 advertisements appear on brochures, magazines, newspapers, and books. Non- printed advertisements appear on the broad cast media such as TV, radio, and internet. In order to reach the targeted customers, advertisers should choose promoting media to introduce and market their product or service. There are some printed media containing advertisements, such as newspapers, magazines, brochures, and pamphlets. In this case, the advertiser chooses magazine as their promoting media. Magazines are one of the printed media of advertisements. Magazines have its own style according to the company which makes to publish the kind of the magazine. There are fashion magazines containing fashion tips, tricks and styles; cooking magazines, which consist of cooking recipes; and business magazines containing the development of the business in the recent time. Through magazines they can reach a special interest group because the type of the magazine matches the lifestyle of the readers. Magazines have a special interest to the readers because of its interesting colors, special features and read by the readers any time because magazines need no longer time to read. The Economist magazine is an English-language weekly publication owned by The Economist Newspaper Ltd and published in offices in London. The Economist offers authoritative insight and opinion on international news, politics, business, finance, science and technology. Bank advertisements in The Economist magazine is printed advertisements. If you read The Economist magazine, there is only one or two bank advertisement when The Economist magazine is published according to the regular intervals of its publications. This is an interesting thing to 3 analyze because with only one or two bank advertisement in The Economist magazine, it can be more attractive to the readers to choose a bank as their service to manage their money. Moreover, The Economist magazine is a business magazine. The targets of the readers are businessmen and women in order to update and get information about the spread of the business in the recent time. Businessmen and women usually invest their money in the bank. An interesting bank advertisement can attract them to use the bank service to manage their investment. In this modern world, the role of the banks is enormous in encouraging economic growth of a country. Almost all business sectors, including industry, agriculture, plantations, housing service, really need banks as partners in doing financial transactions Ismail,2010: 2. Society requires banks to expedite and facilitate them in international transactions and local transactions such as goods, services, and having a modal for opening a business. An advertisement is interesting to be analyzed because almost everyone knows and sees advertisements in their daily life. The language used in the advertisements is also unique. Advertisements should have a clear, short and effective language so that the readers can understand the purpose of message in it. Major companies are always interested in “getting the customers to register their communication either for purposes of immediate action or to make them favorably disposed in general terms to the adver tised product or service” Goddard, 1998: 11. Companies cannot sell their products or services without 4 advertisements. They need advertisements as a means to introduce and promote their products or services. This study analyzes the language features used in the bank advertisements in The Economist magazine. A language feature is one aspect to make an advertisement. According to Verdonk 2002, there are four aspects to analyze the language features. They are graphology, phonology, lexis, and syntax. In this study, the focus of the language features analyzed here are about the lexis and syntax grammatical structures.

B. Problem Formulations