6 The benefit for other researchers of English language is that the research
could be the reference to conduct similar research and the source for reading and broadening the view about English language especially in the linguistics fields.
F. Definitions of Terms
1. Advertising
Bovee Arens 1986: 5 state that “advertising is the non-personal communication of information usually paid for and usually persuasive in nature
about products, services, or ideas by identified sponsors through the various media.” Goddard 2002: 5 defines advertising as the act of communication.
Printed advertisements found in newspaper are the means of communication between companies and readers. The researcher employed some advertisements
published in certain newspaper as the research subject. This research analyzed how English language was used to communicate the message in the
advertisements. 2.
Advertisement Goddard 2002: 9 points out that the terms ‘advertisement’ and
‘advertising’ have, at their root a Latin word, ‘advertere’, meaning ‘turn toward’. White 1988: 2 explains that “advertisement is any piece of material produced by
a company and it is all part of the way in which a company presents itself to the public and calls attention to what has to sell.” This study analyzed the language in
the printed advertisements that were published in The Jakarta Post. The advertisements were written in English and they advertised various products, such
7 as apartments, restaurants, furniture, hospital, and other services. The sample
advertisements were limited only to which were sized 2 columns x 100 mm and were published on April 11, 2010 - April 17, 2010. These advertisements were
taken from the advertising pages named Clads. 3.
The Jakarta Post The Jakarta Post
is a local daily English written newspaper that is published in Indonesia. There are about 50-60 local editors and reporters, nine
foreign language staff copy editors and about 20 supporting staff. English language maybe its primary medium, but The Jakarta Post is a truly Indonesian
media. It serves news both within and outside the country. Although it is written in English, the newspaper is addressed to the local readers. The editorial mission
is to create a humane civil society Careers in Journalism Seminar, Friday, October 16, 2009. The newspaper is selected as the source of the data since it
employs English as the main language. It contains advertisements that are also written in English. They are placed in advertising pages named Clads. These
advertisements, then, are used as the subject of the research.
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CHAPTER II REVIEW OF RELATED LITERATURE
