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addressee should understand the background of that statement. The headline could not understand from the meaning of the statement only; it should be understood
from the background also.
9. Advertisement 9 World Food Programme
Advertisement [9] was made by World Food Organization WFP, the organization which concerned on starvation and education around the world. The
headline and subhead of this advertisement would be analyzed. The first was the headline, “Fighting hunger is a team effort.” It meant that against famine could
not be done individually, it needed other people. The meaning of this headline was supported by the model of this advertisement, Kaka, a football player from
Brazil. The appearance of this football player created people assumption that against famine should be done as what football player did. Eleven players fight for
a goal. Through analyzed this headline, it famine is difficult problem. This presupposition represented both addresser and addressee‟s assumption on the
headline. Subhead [9]
the World‟s Cup needs other people contribution. The subhead clarified the headline. It meant that the icon of this advertisement, Kaka, invited people to join
this program. The program called World‟s Cup. This program concerned on giving food for thousand hungry children. Those two presupposition showed
what the speaker‟s intention, famine is a difficult problem to solve, thus the
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World‟s Cup needs other contribution. Through this advertisement, the advertiser adverted persuasion to attract addressee join.
10. Advertisement 10 Habitat for Humanity
Habitat for Humanity was one of the organizations which concerned on humanity. This organization focused on solving housing problems. The fact
showed that people around the world has difficulty to find a living place, house. Thus, through this advertisement the organization aimed to persuade addressee
noticed the houseless people. The headline of this advertisement informed that many people have had a new house through Habitat for Humanity. It said, “Over a
million people have become new home owners through habitat for humanity.” It
over million people live properly. When the headline said that million people have become new home
owners it meant that those people lived properly right now. That is what the addresser wanted to advertise.
11. Advertisement 11 Shell
Advertisement [11] made by Shell, one of the righteous companies which concerned on supplying lubricant oil around the world. Shell concerned on
making safety lubricant for their consumer. Shell purposed to give a better future for the next gener
ation. It expressed on the headline, “Let‟s help to keep the skies blue. Let‟s go.” This headline expressed an invitation for the addresser, to keep
the skies blue. It meant to save the environment from air pollution caused by vehicle‟s emission. Thus, it people should contribute saving environment.
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The headline expressed what the speaker‟s intent in this advertisement. The speaker wanted to shout environment pureness. Then, the addresser invited
the addressee join through consume S hell‟s product.
12. Advertisement 12 WWF
Advertisement [12] has a headline and subhead. This advertisement advertised
an awareness of bluefin tuna extinct. The headline said, “Take the bluefin tuna off the menu now, or it will be off the menu forever.” The headline
clearly stated that bluefin tuna become extinct nowadays, therefore, WWF shouted to stop consume bluefin tuna today. People were consuming bluefin tuna
without any action to regenerate. Moreover, people usually use the chemist product or large trawling to get bluefin tuna, it destroy the ecosystem of bluefin
tuna. Headline [12] bluefin tuna still exist today. When addresser and addressee read the headline they would assume that bluefin tuna was alive today. Thus,
people should stop consume it before it become extinct. Subhead [20]
you are hoped to care on sustainable seafood. The subhead made the information in the headline clearer. The information that bluefin tuna still alive
today aimed to impress people to stop consume bluefin tuna, then, it completed
