Literature Review LITERATURE REVIEW, CONCEPTS,

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CHAPTER II LITERATURE REVIEW, CONCEPTS,

AND THEORETICAL FRAMEWORK

2.1 Literature Review

There are three theses done by some of the previous students and two article of international journals related to this study which rise up the topic about Verbal and Visual messages. Septiana 2013, her study is aimed to analyzed the verbal and visual messages presented on printed advertisement of Septiana thesis and this study is in focusing in the data collecting but similar in problem of study. The Septiana to support this study are theories proposed by Saussure, Dyer and Leech. It also applies theory of context of situation by Halliday. The data of this research were taken from five cartoons from one book of Australian sport cartoon by documentary method. The data were taken by reading and compiling, and then the collected data were analyzed in order to find out the context of situation, correlation between the signs, and the message inside it. Based on the analysis, the relationship between visual and verbal and also the context of situation are work together to convey the message of those cartoons. The correlations between components of cartoons were organized well. The cartoons have a good combination between visual and verbal sign. They support each other to attract and make the reader smile because of some joke on the meaning inside it and by read the words the reader will easily to understand the cartoons. From the explanation previously, it can be concluded that the primary function of cartoon is to entertain the reader by using visual and verbal signs. The difference between Shakuntala is using Cartoon as the data, while this study is using booklet cover. The problems of Shakuntala mental imagery Helme-Guizon, 1995 representing the first response considered in this research. The second response covered is recall. The latter is part of the explanatory variables of experiential behavior. The overall affective reaction is represented by the attitude toward the advertisement and the attitude toward the brand Gouteron, 1998. The theoretical framework of the advertising rhetoric is first presented. The effect of the figures on imagery and recall is then studied. An experiment checks the existence of the previously considered relationships. The difference between this journal and this study is in the research method, this journal was used the quantitative data and kind of field research. This study used the qualitative data and kind of library research. Sabrina Francesconi 2011, article international journal research, the scope of the paper is to investigate the role of visual and verbal modes in destination image formation, with a focus on the 2009 and this study is in the theory and the data, but similar in using analysis, that is about verbal and visual.

2.2 Concepts