Speech Functions In Male And Female Language In Cosmetic Advertisement

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SPEECH FUNCTIONS IN MALE AND FEMALE LANGUAGE IN COSMETIC ADVERTISEMENT

A THESIS BY

JOHAN CHRISTIAN TOBING REG. NO. 080705020

DEPARTMENT OF ENGLISH FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA


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Abstract

Penelitian ini mengkaji topik bahasan tentang speech function yang digunakan dalam iklan produk untuk wanita dan produk untuk pria. Penelitian ini menggunakan metode analisis konten. Sumber data yang digunakan diambil dari iklan-iklan kosmetik yang ada di televise and www.youtube.com. Data yang terkumpul dituliskan ke dalam bentuk teks sehingga penelitian dapat dilakukan dengan metode analisis konten. Berdasarkan analisis yang dilakukan terhadap keseleruhan sampel yang diambil menunjukkan iklan kosmetik wanita menggunakan Statement sebanyak 83%, Question 7%, Command 5%, dan Offer 4%. Sementara bahasa yang digunakan dalam iklan kosmetik pria menggunakan Statement sebanyak 88%, Question 6%, Command 4%, dan Offer 2%. Dari kedua sampel menunjukkan bahwa Statement paling dominant digunakan dalam bahasa iklan kosmetik. Hal ini menunjukkan bahwa pengiklan ingin menyampaikan informasi yang sebanyak-banyaknya kepada calon konsumen produk mereka. Penelitian ini diharapkan nantinya dapat memberikan pengetahuan baru kepada calon konsumen dalam membeli sebuah barang. Selain itu penelitian ini diharapkan dapat menjadi bahan acuan bagi mahasiswa sastra inggris dalam mempelajari speech function dan memperkaya kemampuan berbahasa inggris

Kata kunci: speech function, gender, iklan. Abstract

This research analyze about speech function used in advertisement that aimed to male or female. This research use content analysis method. The data source used taken from cosmetic advertisements that aired on television an also on www.youtube.com. All collected data transcribed into text so can be analyzed using content analyzing method. Based on the analysis of all the data collected, shows that female cosmetic advertisement using Statement (83%), Question (7%), Command (5%), and Offer (4%). While in male cosmetic advertisement Statement used is (88%), Question (6%), Command (4%), and Offer (2%). Both from male and female cosmetic advertisement show that Statement is the most dominant speech function used in cosmetic advertisement language. This shows that advertiser want to send the information as clearly enough to the viewer of their product advertisement. The result of this research expected to give new knowledge to the consumers in buying product, especially in cosmetic product through the language used in the advertisement. Moreover, this research expected to be reference materials for English student in studying speech function and enrich their language skills.


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Keyword: speech function, gender, advertisement

TABLE OF CONTENT

Page

ABSTRACT ... i

TABLE OF CONTENTS ... ii

LIST OF TABLES ... iii

LIST OF FIGURES ... iv

CHAPTER I: INTRODUCTION 1.1 The Background of The Study ... 1

1.2 The Problem of The Study ... 2

1.3 The Objectives of The Study ... 3

1.4 The Scope of The Study ... 3

1.5 The Significances of The Study ... 4

CHAPTER II: REVIEW OF RELATED LITERATURE 2.1 Review of Studies ... 5

2.1.1 Speech Function ... 10

2.1.2 Types of Speech Function ... 10

2.1.2.1 Statement in Male Advertisement Language ... 14


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2.1.3 Speech Functions in Mood ... 18

2.1.3.1 Types of Mood ... 18

2.1.3.1.1 Declarative ... 19

2.1.3.1.2 Polar Interrogative ... 19

2.1.3.1.3 Tagged Declarative ... 20

2.1.3.1.4 WH-Interrogative ... 21

2.1.3.1.5 Exclamative ... 22

2.1.3.1.6 Imperative ... 23

2.2 Advertisement ... 23

2.2.1 Function of Advertisement ... 25

2.2.2 Cosmetics Advertisement ... 25

2.3 Gender in Language ... 26

2.3.1 Characteristic of Male and Female Language... 27

2.3.2 The Differences between Male and Female Language ... 29

2.3.2.1 Male and Female Language in the Past ... 30

2.3.2.2 Male and Female Language now ... 30

2.4 Review of Related Literature ... 32

CHAPTER III: METHOD OF STUDY 3.1 Research Design ... 33

3.2 The Data and The Data Source ... 34

3.3 Technique of Data Collection ... 34

3.4 Technique of Data Analysis ... 34


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CHAPTER IV: DATA ANALYSIS, RESEARCH FINDINGS, AND DISCUSSION

4.1 Description of Data ... 36

4.2 The Data Analysis ... 37

4.2.1 Speech Function of Male and Female in Television Cosmetic Advertisement ... 37

4.2.2 Statement in Cosmetic Advertisement Language ... 37

4.2.2.1 Statement in Male Advertisement Language ... 38

4.2.2.2 Statement in Female Advertisement Language ... 44

4.2.3 Command in Advertisement Language ... 51

4.2.4 Question in Advertisement Language ... 52

4.2.5 Offer in Advertisement Language ... 53

4.3 Research Findings ... 54

4.4 Discussion ... 55

CHAPTER V: CONCLUSION AND SUGGESTION 5.1 Conclusion ... 60

5.2 Suggestion ... 61

REFERENCE ... 62 APPENDIX ... 65-72


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LIST OF TABLES

Table Page

2.1 Speech Function ... 9

2.2 Derivation of Speech Function ... 11

2.3 List of Statement in Male Advertisement Language ... 14

2.4 List of Statement in Female Advertisement Language... 16

2.5 Male and Female Differentiation ... 29

4.1 The Data of Advertisement ... 36

4.2 Speech Function in Male and Female Language of Television Cosmetic Advertisement ... 37

4.3 List of Statement in Male Advertisement Language ... 38

4.4 Initiating of Statement in Male Language Advertisement ... 43

4.5 List of Statement in Female Language Advertisement... 44

4.6 Initiating of Statement in Female Language Advertisement ... 49

4.7 Percentage of Statement in Male and Female Language of Cosmetic Advertisement ... 50


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4.8 Initiating of Command in Male Language Advertisement ... 51 4.9 Initiating of Command in Female Cosmetic Language Advertisement ... 52 4.10 Initiating of Question in Male Advertisement Language ... 52 4.11 Initiating of Question in Female Advertisement Language ... 53 4.12 Initiating of Offer in Male and Female Cosmetic Advertisement


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LIST OF FIGURE

Figure Page

2.1 System Network of Speech Function ... 13

2.2 Types of Mood ... 18

2.3 Subject and Finite ... 19

2.4 Polar Interrogative ... 20

2.5 Tagged Declarative ... 21

2.6 WH-Interrogative... 22 2.7 Exclamative


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Abstract

Penelitian ini mengkaji topik bahasan tentang speech function yang digunakan dalam iklan produk untuk wanita dan produk untuk pria. Penelitian ini menggunakan metode analisis konten. Sumber data yang digunakan diambil dari iklan-iklan kosmetik yang ada di televise and www.youtube.com. Data yang terkumpul dituliskan ke dalam bentuk teks sehingga penelitian dapat dilakukan dengan metode analisis konten. Berdasarkan analisis yang dilakukan terhadap keseleruhan sampel yang diambil menunjukkan iklan kosmetik wanita menggunakan Statement sebanyak 83%, Question 7%, Command 5%, dan Offer 4%. Sementara bahasa yang digunakan dalam iklan kosmetik pria menggunakan Statement sebanyak 88%, Question 6%, Command 4%, dan Offer 2%. Dari kedua sampel menunjukkan bahwa Statement paling dominant digunakan dalam bahasa iklan kosmetik. Hal ini menunjukkan bahwa pengiklan ingin menyampaikan informasi yang sebanyak-banyaknya kepada calon konsumen produk mereka. Penelitian ini diharapkan nantinya dapat memberikan pengetahuan baru kepada calon konsumen dalam membeli sebuah barang. Selain itu penelitian ini diharapkan dapat menjadi bahan acuan bagi mahasiswa sastra inggris dalam mempelajari speech function dan memperkaya kemampuan berbahasa inggris

Kata kunci: speech function, gender, iklan. Abstract

This research analyze about speech function used in advertisement that aimed to male or female. This research use content analysis method. The data source used taken from cosmetic advertisements that aired on television an also on www.youtube.com. All collected data transcribed into text so can be analyzed using content analyzing method. Based on the analysis of all the data collected, shows that female cosmetic advertisement using Statement (83%), Question (7%), Command (5%), and Offer (4%). While in male cosmetic advertisement Statement used is (88%), Question (6%), Command (4%), and Offer (2%). Both from male and female cosmetic advertisement show that Statement is the most dominant speech function used in cosmetic advertisement language. This shows that advertiser want to send the information as clearly enough to the viewer of their product advertisement. The result of this research expected to give new knowledge to the consumers in buying product, especially in cosmetic product through the language used in the advertisement. Moreover, this research expected to be reference materials for English student in studying speech function and enrich their language skills.


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CHAPTER I INTRODUCTION 1.1 The Background of Study

Language plays an important role in human life. It is said so because language serves many functions. Some of them are to give information, to deliver message(s), to express feeling, to persuade people to do something or to believe us, to entertain others, to share opinion of the world and to share one's thought. Considering those various functions of language mentioned above, in a simple way it can be concluded that language functions as a tool of communication. According to Clark & Clark (1977:25), the fundamental function of language is means communication. According to Hornby (2000:225), communication itself is the activity or process of expressing ideas and feelings or giving information. Giving information involves transferring knowledge, facts or news by the speakers as the doers to the listeners as the receivers.

When human being interacts in community, they perform interpersonal function of language. Interpersonal function is realized by MOOD and MODALITY. MOOD shows what role the speaker selects in the speech situation and what role he assigns to the addressee. If the speaker selects the imperative mood, he assumes the role of one giving commands and puts the addressee in the role of one expected to obey orders. MODALITY specifies if the speaker is expressing his judgment or making a prediction. (Halliday, 1985).

The interpersonal function is realized at two levels namely at the level of (discourse) semantics and lexicogrammar. At the level of semantics, human being performs two roles namely Giving and Demanding. The commodity exchange may be either information or Goods & Services. When the roles and commodities are cross classified, four specific activities or speech functions are derived. Based on Halliday (1994:30) states that speech functions are realized in four types, namely: statement, question, offer and command. Thompson (2003:12) emphasizes the important point that use of language lies at the very heart of social life. In general, it is noted that


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communication and language are important components of social life; expressing thought and felling, conveying ideas, making request giving command, and so on.

The previous statement shows that in communicating with others, one can express what s/he knows and s/he feels and also gives information to other people. Basically, communication takes two forms, namely spoken and written communication. At present, due to the sophisticated advance of technology, spoken and written communications are often combined in transferring information.

Many things can be communicated through mass media. Advertising is the promotion of goods, services, companies, and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotion strategy. copywriters to the viewers as the receivers. From this perspective, advertising exist “to help to sell things” (White, 2000:5), which is limited to giving utilitarian information about the product with the objective of informing the consumer about the necessity and the importance of the commodity advertised.

Today, as the technology become increasing, advertisement also increased in number and in modernity. But sometimes, the viewer of the advertisement doesn’t realize there something that the advertiser wants to tell to the viewer. For example in cigarette advertisement that show adventurer, the viewer only enjoy the picture shown without aware about the message in it. It is the same with cosmetic advertisement aimed to male and female. The viewers doesn’t realize that the language used is differs in the way of expressing it both advertisement to male or to female viewer. It can be seen from the diction (choice of word). However, many people do not realize this difference. Thus, the writer is interested in observing the advertisement aimed to male and female.


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1.2 The Problems of the Study

Through the background of the study, the problems are listed below:

1. What kinds of speech functions are linguistically coded in male and female language in cosmetic advertisement?

2. What is the dominant type of speech functions used in cosmetic advertisement aimed to male and female?

3. How are the different types of speech functions uttered the ways they are in male and female language in cosmetic advertisement?

1.3 The Objectives of the study

In relation to the problems, the objectives of the study are:

1. To describe how the speech functions in male and female language in cosmetic’s advertisement.

2. To investigate the dominant types of speech functions used in male and female language in cosmetic’s advertisement.

3. To describe what the different types of speech functions are uttered the ways they are in male and female language in cosmetic’s advertisement.

1.4 The Scope of the Study

This study deals with the interpersonal functions of language in which it is used in advertisement that is specialized for male or female audiences. When human being interact with people in social life, they perform interpersonal function of language. The interpersonal functions are realized at two levels of semantics and lexicogrammar which is termed mood. At the levels of semantics, human being performs two roles that is


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Giving and Demanding. The commodity exchange may be either information or Goods & Services. When the roles commodities are cross classified, four primary specific activities or speech functions are derived. The researcher focuses the study in evaluating the four primary speech functions that is statement, question, command, and offer. Here the writer focused the study in male and females cosmetic advertisement in mass media and limiting in hair and facial wash advertisement for male and female that advertised on mass media.

1.5 The Significance of the Study

It is expected that findings of the study will be useful and relevant theoretically and practically. The result of this study are relevant to the needs of the students who want to understand more about speech function, to enable and enrich their knowledge to communicate better than before. For teachers, it can provide some input in teaching speech functions. For readers, the findings of this research can be used as a guide to understand the language and gender in advertisement. In addition, this study might be significant as and additional reference for the copywriters to help them in making good advertisement. Particularly, the findings are also expected to assist those who are really interested in advertising including the English Department students to comprehend and become more skillful in composing a writing specifically in advertisement for the advertising world, in fact, can not be separated from writing activities.


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Chapter II

Review of Related Literature 2.1 Review of Studies

Language of advertisement is different from most of the other language that use in our everyday life. Advertisement needs special expression to make it meaningful and share interesting messages. Based on Goshgarian (1977:225) the differences between advertisement language expression and other types of language expression; over the year the texture of advertising language has frequently change. Style and creative concept come and go. But there are at least four distinct characteristics that make it different from other languages: a). the language of advertising is edited and purposeful when most other language transactions are “elliptical”, b). the language of advertisement is rich and arresting. c). the language of advertising involves us; in effect, we complete advertising message. d). the language of advertising holds no secret from us, it is a simple language.

Link to the information above, it maybe added further:

a) Advertising language can’t afford to be so desultory. It does have specific purpose, that is, to sell us something. In other words, advertising messages have a clear purpose, they are intended to build and attract a specific response

b) The language of advertising is beautiful and interesting. It intends to attract and hold our attention to know about the product and further buy it.

c) The language is carefully engineered. It uses various devices to get our attention. It means that we could participate in it.

d) The language of advertising is simple. The difficult words are edited out and replace by simple words in order to avoid misinterpretation but sometimes they are complicated.

Advertisements have a great deal of influences over what people do and buy. For example, one of famous milk product in Indonesia “Anlene”. In the advertisement, the


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actress, Indi Barends suggests the viewer to drink and walk one thousand steps everyday to get the strong bone. This advertisement influences the viewer to buy and do it.

For successful communication to take place, the audiences must be taken into consideration in the advertising process because “what is appropriate for one audience may be unsuitable for another” (Sheehan, 2004:85). Each advertisement has its own target audiences. There are two genders of the audiences, they are male and female. For example, the most famous antiperspirant deodorant product in television is Rexona. This product is produced for two different target audiences, ‘Rexona for Men’ for male and ‘Rexona for Women’ for female. The other product is ‘Biore for Men’ for male and ‘Biore’ for female. Male and female speak and think differently that’s the reason why the copy writers use different language style to deliver their products. Thus, it must have a certain style to differentiate one advertisement from the others.

Rosaldo (1974) states, based on traditional scenario, females stay at home and take of children, while males works outside to build political and economic ties that control resources. Other theorists highlight this gender difference. Girls learn the traditional model of a feminine role from a mother who stays at home, while boys learn to be masculine and are forced to go into public, where they learn to create an identity and win status (Chodorow, 1974). Even though we have come a long way during the last century when it comes to equality between the sexes, we are still far from the goal.

People’s different roles are not only available in our everyday lives, but are also studied and analyzed on linguistics fields; to understand how differences between male and female are reflected in language use; advertising is still considered as an excellent example of the repetitive production of gender and sexuality. And in spite of the ruling gender constraints and conformity, advertising also gives space for acting out different ways of doing gender (Rossi, 2000:2).

Media has become one of the influential sources of information in our modern society. An important field within the media sector is advertising, as we are affected by it in so many different environments. In order to discover possible differences between two different target groups in using speech function, the writer will investigate the


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speech function that used in advertisement for male’s and female’s product. Is there any different evident? Can we see a pattern among the advertisements within each target group? What is the dominant type of speech function used in slogans of advertisement for male’s and female’s product?

Halliday (1985:11) has sought to create an approach to linguistic that treats language as foundational for the building of human experience. The insights and publication from an approach is called Systemic Functional Linguistics (SFL).

Systemic Functional Linguistic is an approach to linguistics proposed by Halliday (1985:57) which sees language in a social context, in order one can begin to analyze and explain how meanings are made in everyday linguistics interactions. This approach is based on the theory of grammar which considers language as a resource used for communication and not as a set of rules. Systemic Functional Linguistics begins analyzing with social context of context of situation, through a systemic relationship between the social environments on the one hand ant the functional organization of language on the other hand (Halliday, 1985:96). This Systemic Functional Linguistics explores both how language of the people in different context and how language structured for use as a semiotic system. Language as a social semiotic means that how people use language with each other in accomplishing everyday social life.

According to Halliday (1994:64), the ways human beings use languages are divided into three broad categories, called metafunctions: the ideational, the interpersonal, and the textual.

As social beings, human kinds can not live alone, isolate; they need to interact with others in order to fulfill their needs in exchange of experience. The use of language to interact performs interpersonal function. The interpersonal function is about the social world, especially the relationship between speaker and hearer, and is used to enable the participation to participle in communicative acts with other people, to take on rules and to express and understand feelings, attitudes, and judgments.


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As emphasized before, interpersonal function is needed because human beings can not live alone and provide their needs by themselves. It is due to some reasons; first human being is a social product or socially produced and can not live isolated. Second, human being can not fulfill his/her own needs by his/herself. Third, only human beings are born with the competence to transmit and store information. Those reasons are extremely needed as the consideration of human beings existence as the social product who needs to fulfill their needs (Saragih, 2006:9).

The fact that interaction has a purpose for saying things to other people is an inherent part of language use. It means that there must be aspect of the grammar which can be identified as enabling us to interact through language. The grammar of the clause must be attributable to its role in the exchange of meanings between interactions. Here the principal grammatical system is that of Mood.

The interpersonal function embodies all uses of language to express social and personal relations. This include the various ways that speaker enters a speech situation and performs a speech act. According to Halliday (1985-1994), the most fundamental types of speech role, which lie behind all the more specific types that we many eventually be able to recognize, are just two: (1) giving, and (2) demanding. Either the speaker is giving something to the listener, or he is demanding something from him. Even these elementary categories already involve complex notions: giving “means inviting to receive”, and demanding “means inviting to give”. The speaker is not only doing something himself; he is also requiring something of the listener. Typically, therefore, an “act” of speaking is something that might more appropriately be called an “interact”: it is an exchange, in which giving implies receiving and demanding implies giving in response.

Cross classified this basic distinction between giving and demanding relates to the nature of the commodity being exchanged; this may be either (a) goods-&-services, or (b) information. For example, if speaker say something to listener with the aim of getting the listener to do something, such as “Get out of my room!”, or to give some object, as in “Pass the noodles!.” What is being demanded is an object or an action, and


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language is brought in to help the process along. This is an exchange of good-&-service. But if speaker say something to other with the aim of getting to tell something, as in “Is it jellyfish?” or “When did you last see the lecture?”, what is being demanded is information: language is the end as well as the means, and the only answer expected is the verbal one. This is an exchange of information.

The two variables, when they are placed side by side, define the four primary speech functions of OFFER, COMMAND, STATEMENT, and QUESTION, as shown in the table 2.1 below.

Table 2.1 Speech Function

COMMODITY

ROLES INFORMATION GOODS & SERVICES

GIVES STATEMENT OFFER

DEMANDING QUESTION COMMAND

Source : (Halliday, 1985:69)

Based on the table above, the four speech function can be drawn as follows:

(a) [Gives + Information] = Statement

Add: Giving information = Giving statement

(b) [Demanding + Information] = Question

Add: Demanding information = Asking question

(c) [Gives + Goods&Services] = Offer

Add: Giving goods = Offering


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(d) [Demanding + Goods&Services] = Command

Add: Demanding goods = Commanding

Add: Demanding services = Commanding

2.1.1 Speech Function

Halliday (1994:30) states that speech functions are action or performance done by language users such as: asking, commanding, and answering in order to fulfill the intention of the speakers and listeners. Speech function is used as the medium exchange of their experiences. It is more oriented to functional interpretation, specifically systemic functional linguistics (SFL). It means that all the utterances involved the four types in speech functions (statement, question, offer, and command).

2.1.2 Types of Speech Function

There are four types of speech functions used in a communication, they are statement, offer, command, and question. All of them are realized by mood to perform two roles, namely Giving and Demanding, while two exchanges may be either Information or Goods & Services.

Based on systematic linguistic theories developed by Halliday (1994:58), the four speech functions are summarized as follows:

(1) giving + information = statement

(2) demanding + information = question

(3) giving + goods&services = offer


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From the statement above, we can see the types of speech functions which are used by the researcher in this research. The researcher will divide the sentences into the four speech function; they are statement, offer, question, and command.

The four speech functions are initiated by the speaker or the addresser. In other words, a speech function by an addresser is responded by the addressee. Martin (1992:56) states that when the initiation and response as orientation of both the interlocutors, other four speech function are derived. The derivation of speech function is shown in table below.

Table 2.2 The Derivation of Speech Function

Initiation Expected Response Discretionary alternative

Give Goods&Services Offer Acceptance Rejection

Demand Goods&services Command Undertaking Refusal

Give Information Statement Acknowledgement Contradiction

Demand Information Question Answer Disclaimer

Source : (Halliday, 1985:69)

Based on the figure above, eight speech function are systemically derived as follows:

1. give/information/initiating = statement (S)

[ we are going to party.] 2. give/information/responding = acknowledge statement (AS)

[Ok, I will join] 3. demand/information/initiating = question (Q)


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4. demand/information/responding = response statement to question (RSQ) [ yes I did]

5. give/goods&service/initiating = offer (O)

[Let us get some drink] 6. give/goods&service/responding = acknowledge offer (AO)

[Ok]

7. demand/goods&service/initiating = command (C) [Close the door!]

8. demand/goods&service/responding = respondence offer to command (ROC) [Ok, I will close it]

Source : (Amrin Saragih, 2009 : 18)

In advertisement, the synthesis of speech function theoretically is a tool of communication used by the copywriters to the viewers as the receivers. All slogan they used have its own functions. While communicating, the copywriters express their thoughts by speech to direct, to inform, to instruct, to suggest, and to persuade the viewers.


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Figure 2.1 System Network of Speech Function (J.R Martin, 1992:35)

Threat

Achievement

Future Orientation Hope

Giving Statement Promise

Role Demanding Question Factual Orientation Information

Major Information Offer Ridicule

Commodity Goods & Service Command Agreement

Aim

Speech Function Complaint

Reason

Greeting Clarification

Minor Call

Exclamation

Source: (J.R Martin, 1992:35)


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2.1.2.1 Statement in Male Advertisement Language

The system network above, indicated how the four types of speech functions of statement are developed from the basic speech function. The list of Statements in speech function is summarized in table 2.3 below.

Table 2.3

List of Statements in Male Advertisements Language (Source: J.R Martin, 1992:35)

No. Type

1. Clarification

2. Promise

3. Information

4. Ridicule

5. Agreement

6. Achievement

7. Exclamation

8. Complain

9. Reason

10. Aim


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1. Clarification is the action of making a statement or situation less confused and more comprehensible. Clarification statement indicates certainty and usually marked by word sure, absolutely, of course, definitely.

Example: 1. Of course I will arrive at seven, don’t worry man.

2. The cost of that tour guide absolutely make him as the cheapest.

2. Promise a declaration or assurance that one will do something or that a particular thing will happen. Usually in the sentences there are words like promise, will, swear.

Example: 1. I promise I will attend your wedding party.

2. She swears that she doesn’t do anything according to the fire.

3. Information is a collection of factual knowledge about something, in this case is all the information that related to the product advertised.

Example: 1. Watermelon is contained with 90% of water.

4. Ridicule is the making of unkind jokes as a way of showing one's scorn for someone or something. In this case is the copywriter try to mock the person who does not use the product.

Example: 1. You look like a boxing tug with that fat on your belly.

5. Agreement is the situation in which people have the same opinion, or in which they approve of or accept something. Usually marked by words like yes, agree, okay.

Example: 1. I agree with your opinion about the price. 2. Yes, everybody seems love the show.

6. Achievement is the act of achieving or performing; an obtaining by exertion; successful performance; accomplishment; as, the achievement of using a product. Example: 1. Your skin getting brighter after using this soap in two weeks


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7. Exclamation is an utterance made with strong emotion to market a product, usually ended by exclamation mark (!). Some words that show exclamation: wow, awesome, amazing, bravo, fantastic, magnificent, unbelievable. Sometimes exclamation utterance started with question words what and how.

Example: 1. What a beautiful lady.

2. Unbelievable, you shot the deer right in the heart!

8. Complaint is a reason for not being satisfied; a statement that somebody makes saying that they are not satisfied. Usually in the sentence contain words like unfortunately, disappointed.

Example: 1. I’m very disappointed by the failure of your product.

9. Reason is a cause or explanations for something that has happened or that somebody has done, in this case, the copywriter use an utterance that showing the reason why the viewer must try or use that product. Usually a reason statement has conjunction because, as, since

Example: 1. As she wanted to practice her spoken English, Carrie took part in the ELC’s Big Mouth Corner.

2. Mark joined the English Drama Club because he wanted to improve his intonation.

10.Aim is the purpose of doing something; what somebody is trying to achieve. The copywriter use an utterance conveyed to attempt or intend to reach a certain goal of a product if it is used by the viewers. The characteristic of aim statement is usually use in order to, so, to, for the purpose of.

Example: 1. Sally print her work so she could join the class.

2. The company conducted a detailed survey in order to advertise their product.


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The languages in female advertisements are developed in a system network in figure 4.1. The system network indicated how the speech functions are developed from the basic speech function of Statement, Question, Offer, and Command. The Statements are summarized in table 2.4.

Table 2.4

List of Statement in Female Language Advertisement

No. Type

1. Suggestion

2. Promise

3. Information

4. Agreement

5. Achievement

6. Complaint

7. Reason

8. Aim

It is described as the following:

1. Suggestion is an idea or a plan that you mention for somebody else to think about or do something. In the advertisement suggestion is an utterance that used by the copywriter to support a statement in promoting a product. Usually suggestion contain phrase like You’d better…; I suggest that you…; You really should….; How a about…; In my opinion…; I recommend that…;

Example: 1. You’d better change your facial wash product name. 2. I suggest you to see the doctor immediately.


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2. Promise a declaration or assurance that one will do something or that a particular thing will happen. Usually in the sentences there are words like promise, will, swear.

Example: 1. I promise I will attend your wedding party.

2. She swears that she doesn’t do anything according to the fire.

3. Information is a collection of factual knowledge about something, in this case is all the information that related to the product advertised.

Example: 1. Watermelon is contained with 90% of water.

4. Agreement is the situation in which people have the same opinion, or in which they approve of or accept something. Usually marked by words like yes, okay. Example: 1. I agree with your opinion about the price.

2. Yes, everybody seems love the show.

5. Achievement is the act of achieving or performing; an obtaining by exertion; successful performance; accomplishment; as, the achievement of using a product. Example: 1. Your skin getting brighter after using this soap in two weeks

6. Complaint is a reason for not being satisfied; a statement that somebody makes saying that they are not satisfied. Usually in the statement found words like disappointment, unfortunately.

Example: 1. I’m very disappointed by the failure of your product.

7. Reason is a cause or an explanation for something that has happened or that somebody has done, in this case, the copywriter use an utterance that showing the reason why the viewer must try or use that product. Usually reason statement has conjunction because, since, as.

Example: 1. As she wanted to practice her spoken English, Carrie took part in the ELC’s Big Mouth Corner.


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2. Mark joined the English Drama Club because he wanted to improve his intonation.

8. Hope is an utterance to want something to happen or to be true, and usually have a good reason to think that it might. Usually marked with words like hope,wish, hopefully.

Example: 1. Hopefully, she’ll bring it with him. 2. I hope to see him soon.

2.1.3 Speech Functions in Mood

Speech functional is a semantic aspect of meaning which is realized by mood at the level of lexico-grammar (Martin 1992:36). MOODS shows what role the speaker choose in the speech situation and what role that the speaker assign to the hearer. In Moods, speech function should be coded by these three moods, they are (1) declarative, (2) interrogative, and (3) imperative. All of these are the representation of human beings utterances in communicating.

The four speech function find their realization in mood which is an aspect on interpersonal function at the level of lexicogrammar (Halliday 1993:103). The representation of speech function ‘statement’ is realized by ‘declarative’, ‘question’ realized by ‘interrogative’, ‘command’ is realized by ‘imperative’. However, speech function of offer does not have representation of mood rather it is potentially code by any of the other four speech function.

From the theory above, it will helping the researcher to answering the problem of the study. It will be describing speech functions realized in moods in male and female language is advertisement.


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2.1.3.1 Types of Mood

Declarative

Indicative Polar

Mood Interrogative

Imperative WH

Figure 2.2 Types of Mood Source: (Gerrot, 1994:38)

Figure 2.2 illustrates that types of Mood are divided into two parts, namely

indicative and imperative. Indicative Mood is realized by the feature Subject + finite. The order of the Subject and Finite realizes declarative and interrogative.

2.1.3.1.1 Declarative

Declarative clauses can be identified as clauses in which the structural element of Subject occurs before the Finite element of the clause. For example, all the following clauses are declarative with the subject underlined,

-

and the Finite element shown in italics:

He

-

plays the double-bass

One of them

- If

is actually good

they can administer fish, they

For further explanation, see figure 2.3

can administer bloody school kids.

I Did


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Mood

Figure 2.3 Subjects and Finite Source: (Gerrot, 1994: 38)

2.1.3.1.2 Polar Interrogative

Polar interrogative, also known as Yes-No interrogative , can be identified as clause where the Finite element occurs before the Subject.

Here are some examples of polar interrogative:

- Did she see the photos in the room?

- Is there a men’s store and a woman’s store?

For further explanation, see figure 2.4

Did Henry Ford Build his first car in the backyard?

Finite Subject Predicator Complement Circ. Adjunct

M o o d R e s i d u e

Figure 2.4 Polar Interrogative Source: (Gerrot, 1994:39)

2.1.3.1.3 Tagged Declarative

This clause type falls midway between the declarative and polar interrogative. Structurally, it has the sequence of a declarative, with the Subject occurring before the Finite element. However, unlike the simple declarative, the tagged declarative has what is called a “Mood Tag” added to it.


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The following are the examples of tagged declarative: (Subject underlined

-

; Finite in italics, Mood Tag in bold)

You

-

know a lot of funny people, don’t you Brad?

The duke

-

has given my aunt that teapot, hasn’t he?

He

- I’ve told you about points, haven’t I? can speak in French fluently, can’t he?

For further information, see figure 2.5

Come into my parlor will You

Predicator Adjunct Finite Subject

Residue Mood Tag

Figure 2.5 Tagged Declarative Source: (Gerrot, 1994:39)

Those examples above show that when the Finite is picked up in the tag, it often has its polarity reversed. The effect of the Mood Tag is to turn a declarative into a kind of polar interrogative. The Mood tag consists of Finite element: if the finite was merged with the predicator in the main clause, then it is separated out (i.e. an auxiliary verb is used) in the Mood Tag and Subject of the main clause, expressed in pronoun form.

2.1.3.1.4 WH-interrogative

WH-interrogative consists of a WH-question word, e.g. who, what, which, when, where, why, how, in what way, for what reason, etc. the purpose of the wh-word is to probe for a missing element of clause structure. For example, when, probes for a Circumstantial Adjunct; who probes for the subject; and what probes for either the subject or the complement of a clause. Wh-interrogatives set up an expectation that the


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answering clause will fill out (give content to) the missing element of clause structure. The following examples are all wh-interrogatives (wh-word in italics, subject underlined

- And when are ):

you

- And what are

going to do your general studies?

your

- Where do

general studies?

you

- How much does live?

it

- Who says

cost?

they

Figure below will shows an example about WH-interrogative know anything about fish?

What is that thing?

Suject/Wh Finite complement

Mood Residue

Figure 2.6 WH-Interrogative Source: (Gerrot, 1994:40)

2.1.3.1.5 Exclamative

An exclamative clause is not merely a word or clause produced with an emphatic or surprised intonation. Exclamative clause has a specific structure, exemplified by the following exclamative clauses:

- What an idiot Descartes was!

- How amazingly he plays the double-bass!

As these examples show, exclamative clauses involve a WH-word combining with one of the clause elements of either complement or adjunct. The order of the


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constituents is: first the WH-element, followed by the Subject, and then the Finite, predicator, and other constituents. For example, with What an idiot Descartes was!, the WH-word what becomes part of the complement an idiot, followed by the Subject element Descartes and then the Finite was. Because this is the verb to be,

What big eyes

there is no predicator involved. Figure 2.7 presents an example of exclamative.

You have!

Complement/WH Subject Finite

Residue Mood

Figure 2.7 Exclamative Source : (Gerrot, 1994:41)

2.1.3.1.6 Imperative

An imperative typically does not contain the elements of Subject or Finite but consists of only a predicator, plus any of the non-core participants of the complement and adjunct. The following are examples of imperatives (the predicator is shown in italics):

- Go and work for the soil

- Look at that man coming up the hill

- Put it there

The omission of the Subject in an imperative occurs because all imperatives are implicity addressed to the addressee, i.e. there is a implicit “you” acting as subject for all imperatives. However in one type of imperative, known as inclusive imperative, the subject is made explicit, since it includes both addressee and speaker.


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Advertisement becomes a great phenomenon in this era regarding their roles as tools in sharing information of what they are advertised. Hornby (2000:17) defines advertisement as notice, picture or filming telling people about the products, job or services. From this perspective, advertising exist “to help to sell things” (White, 2000:5), which is limited to giving utilitarian information about the product with the objective of informing the consumer about the necessity and the importance of the commodity advertised.

Besides, according to Nicosia ( 1974, Apud Sheehan, 2004:2-3), to advertise means “to give notice, to notify or to make known”. He goes on suggest that a successful advertisement should include ‘information’, ‘reasoning’, and ‘emphasis’. He means that advertisers should not only inform their audiences about their product, but also stimulate ideas among them as well as developing their curiosity and interest through creating new meanings from the advertised commodity.

As a result, to advertise in to inform the consumer about the product as wee as persuading them to buy the product, which will achieved only through creating a meaning or value of it. Through images, verbal language or symbols, consumers come to identify themselves with the merits and significance of the advertised product in their everyday life. In other words, advertising is about information and also ‘appearance’; “advertising is not just about the object appearance but about personal appearances: how we look at others, how we think of ourselves” (Barthel 1988:1).

Advertisement motivates people by appealing their problem, problems and goals by offering a means of solving their problem, satisfying their desires and achieving their goals. To the individual consumers, a product is not so much a physical object as a bundle of satisfaction. Automobiles provide transportation, but also status and social and job mobility. Clothing is worn to impress others, to make statement about wearer and keep warm. The life-giving spark of an advertisement is its promise of the special significant benefit the product will provide a promise the product must be able to fulfill. That special significant benefit becomes the appeal of an advertisement. An appeal is a statement designed to motivate a person to action and is often stated in the advertisement’s headline or slogan. (http://www.blurtit.com/q249327.html)


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In addition, Gein (1982:191) states that the advertisement is a product promotion. The advertisement has some text, which provides information about the product, and more important provides anchorage for the image. Under the general category of text, there may be descriptive information about the product, other text that serves the purpose of catching the reader’s (viewers) attention, as wee as short phrases that can act as a kind of slogan, and finally the name of the company nad/or the name of the product.

2.2.1 Function of Advertisement

Event thought each advertisement or campaign tries to accomplish goals to its sponsor, advertising perform three basic functions.

1. Provide product and brand information. Although many advertisements are devoid if information, providing consumers with relevant information will aid, decision making is still the main function of advertising. The information given depends on the needed information might simply include price and outlet location.

2. Provides incentives to take action. In most instances, consumers are reluctant to change established behavior. Even they are somewhat dissatisfied with the current product is deemed difficult. Advertisement provides the consumers with the reason to switch brand by presenting reason through copy or graphics. Convenience, high quality, low price, warranties, or a celebrity endorsers are all possible.

3. Provides reminders and reinforcement. It is amazing how much advertisement is directed at current customers. Consumers forgot why they bought a particular product brand. Advertisement must remind the customer constantly about the name of the brand, its benefit, its value and so on. These same messages help reinforce the consumer decision. Most TV advertisement seems to provide this function. (http://www.blurtit.com/q249327.html)


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Cosmetics are care substances used to enhance the appearance or odor of the human body. They are generally mixtures of chemical compounds, some being derived from natural sources, many being synthetic.

In the U.S., the Food and Drug Administration (FDA), which regulates cosmetics, defines cosmetics as intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body's structure or functions. (http://en.wikipedia.org/wiki/Cosmetics)

So cosmetic advertisement is the action of calling something relating t o, or making for beauty especially of the complexion of beautifying.

Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial make up, facial wash, towelettes, permanent waves, colored contact lenses, hair colors, hair sprays and gels, shampoo, deodorants, hand sanitizer, baby products, bath oils, bubble baths, bath salts, butters and many other types of products. A cleanser is a product used to cleanse something, such as a detergent or industrial cleaning agent. A facial care product is used to remove make-up, dead skin cells, oil, dirt, and other types of pollutants from the skin of the face. This helps to unclog pores and prevent skin conditions such as acne. Shampoo is a hair care product used for the removal of oils, dirt, skin particles, dandruff, environmental pollutants and other contaminant particles that gradually build up in hair. The goal is to remove the unwanted build-up without stripping out so much sebum as to make hair unmanageable.

2.3 Gender in Language

Gender is defined as “one of the primary categories that people use to understand and think about their social world” (Bruner, 1957 in Cross & Markus, 1993:58). In other words, whenever me meet a person, the first thing that comes to one’s mind is whether the person is male or female, and accordingly, the person interprets in terms of gender. For instance, one may prefer men to occupy high and authoritative positions, and relate women to lower and subordinate roles or activities. Consequently, people are socialized


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according to the gender knowledge which influences our thinking and perception about the other, “thinking of others in terms of gender is almost inescapable” (Cross & Markus, 1993: 60).

As stated above, the differences between the sexes can be noticed at the level of social, cultural, religious, economic, and political spheres, and also at the level of language. Concerning language, males and females may adopt different characteristic when speaking to each other.

2.3.1 Characteristic of Male and Female Language

According to Lakoff and Spender (1975), women’s speech is characterized “as more hesitant, less fluent, less logical, less assertive than men’s speech. Women, in their view, are more silent, interrupt less frequently than men, use tag questions and modal verbs more than men, use cooperative strategies in conversations rather than competitive ones, and so on” (in Mills, 1995: 45). Therefore, men and women’s choices of conversation content, language use or speech style are not different only because of their different sexes, but also because of their socio-cultural background setting, social status, power and authority are other factors that determine the degree of differences.

According to Keith and Shuttleworth (1997:222), suggest that:

1. women – talk more than men, talk too much, are more polite, are indecisive/hesitant, complain and nag, ask more question, support each other, are more cooperative.

2. men – swear more, don’t talk about emotions, talk about sport more, talk about women and machines in the same way, insult each other frequently, are competitive in conversation, dominate conversation, speak with more authority, give more commands, interrupt more.


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Robin Lakoff, in 1975, published book entitled Language and Woman’s Place. In a related article, Woman’s Language, she published a set of basic assumption about what marks out the language of women. Among these are claims that women:

• Hedge: using phrases like “sort of”, “kind of”, “it seems like”, and so on.

• Use (super)polite forms: “would you mind…”, “I’d appreciate it if…”, “…if you don’t mind”.

• Use tag question: “you are going to the concert, aren’t you?”

• Speak in italics: intonation emphasis equal to underlining words – so very, quite.

• Use empty adjectives: divine, lonely, adorable, and so on.

• Use hypercorrect grammar and pronunciation: English prestige grammar and clear pronunciation.

• Use direct quotation: man paraphrase more often.

• Have a special lexicon: women use more words for things like colors, men for sports.

• Use question intonation in declarative statements: women make declarative statements into question by raising the pitch of their voice at the end of a statement, expressing uncertainty. Fir example, “What school do you attend? University of Sumatera Utara?

• Use “wh-“ imperatives: such as, “Why don’t you open the door?”

• Speak less frequently

• Over use qualifiers: for example “I think that…”

• Apologize more: such as, “I’m sorry, but I think that…”


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• Avoid coarse language or explectives

• Use indirect commands and request: for example,” My, isn’t it cold in here?” – a request to turn on the heater.

• Use more intensifiers: especially so and very (for instance, “I am so glad you are here!”

• Lack a sense of humor: women do not tell jokes well and often don’t understand the punch line of jokes.

In conclusion of the difference between male and female language can be concluded in the table 2.3.

Table 2.5 Male and Female Language Differentiation

Female Language Male Language

Talk more Talk less

More polite Less polite; interrupt more

Ask more question Give more command

Support each other Competitive in conversation

More co-operative More authority

Source : (Holmes, 1992:153)

2.3.2 The Differences between Male and Female Language

It is believed that men and women use language differently; men are the norm and the women are defined in relation to them, which is obviously reflected in their


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speech. The differences in males and females are attributed to power differences, with men using language to assert dominance and women using it confirm their sub ordinance.

Although male and female language pattern have grown increasingly similar over time, some differences still persist.

2.3.2.1 Male and Female Language in The Past

In past decades, there existed very clear-cut differences in the way men and women spoke. Women were significantly more likely to use linguistic techniques known as hedging devices that can serve a number of purposes. They can express that a speaker is unsure or uncommitted to what she is saying, indicate an unwillingness to give one’s speaking turn or work to soften an utterances so as to not hurt the recipient’s feeling. Hedging devices include fall-rise intonation patterns: phrases such as “I think,” “I assume..” and “sort of”; adverbials such as “maybe”, “probably” and “generally”; the modal verbs “may”, “might”, “would” and “could”; and tag question such as “ isn’t?” and “didn’t you?”. These differences often reflected the types of conversation that women and men has most often.

Women used language to communicate feelings and establish bonds, so it was more important to use devices that lessen the chances of hurting one another’s feelings, while men used language primarily to transmit information meaning that their recipient’s feeling didn’t matter as much. Female language was also generally regarded as more polite and formal, while men were socially allowed more room to use profanity and non-standard English.

2.3.2.2 Male and Female Language Now

Male are beginning to make more frequent use of hedging devices as cultural norms change and they are increasingly encouraged to express themselves emotionally. Differences remain, however, in the ways that men use some hedging devices. Whereas women tend to use the hedging devices “you know” as an indicator of politeness, men


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use it when there is a presumption of shared knowledge between the speaker and recipient.

Male talk much less when engaging in conversation with each other; the emphasis is generally placed o physical activities such as fishing or playing video games rather than on verbal communication. When they do talk, they tend to choose conversation topic such as money, sports, cars, politics, sex, and business. Men like to have the bottom line given to them before they near the details, while opposite is true of women.

Women adopt more traditionally male speech patterns as they occupy more previously male-dominated domains. Women now curse with much greater frequency than was deemed acceptable in the past and feels less obligation to speak politeness and avoid “male” topics such as sex and sports. They still tend to down play their authority by using hedging devices like ‘”I think” and “I believe,” which suggest that their beliefs apply only to themselves. Women still often focus more on verbal communication than physical activity when with other woman and generally spend more time talking about topics such as home, family, and relationship. They are more likely to engage in self-disclosure whereby they confide in one another highly personal aspects of their lives. Women favor the details leading up to the bottom line of a conversation rather than being given the bottom line first.

The differences in male and female language patterns make it sot that men and women must often make adjustment in their speaking habits to communicate with one another. In the case of informal conversation, women seem to make greater efforts to keep the conversation going through asking question. Men’s language tends to grow more polite and formal when in the presence of women, and they consequently use fewer curse words. Communication between the genders becomes less confusing as the language patterns of men and women continue to merge over time. There is an increase in women speaking assertively in the presence of males as well as an increased tendency for men to speak on emotional subjects with their female counterparts.


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2.4 Review of Related Literature

There have been some studies about male and female language that conclude that man advertisement language always uses introducing the offer and the soliciting response, but the female advertisement language always used the establishing credential, so the man can be predicted that the man is easier to be persuaded than woman.

There are some researchers that study this before; one of them is Sri Maharani Tanjung from the English Applied Linguistics Study Program Postgraduate School in State University of Medan. Her thesis entitled “Gender Differences in Expressing Politeness in English” she focuses in describing female and male which have some different strategies in expressing politeness. At the end the thesis she described that female always expressed politeness by requesting, offering, and apologizing to attract their listener. Meanwhile, for male, they used to co missive and expressive as their way to express politeness because they always had a commitment to be more polite by giving promising, offering, thanking, and condoling to make their listeners thought they were responsible when expressing politeness. It aims to protect their face, try to achieve high social status, and showed modeling correct behavior.

In 2006, Sumarsih made some research about gender and advertisement. In her research entitled ‘Comparison Between The Advertisement Language in Gender’, Sumarsih try to compare the difference on gender language between male and female language. She collect data from magazine that has its special reader, such as Kartini with its speciality in women magazine. Sumarsih research more specific in its object, that is all about linguistic feature. While here in this research, the main object is about speech function in language used in advertisement that aimed for female, and advertisement that is used for male customer.

Based on the previous researcher, the writer was interested to do a research conducted on the different ways that men and women use language to communicate, especially in advertisement.


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Chapter III Method of the Study 3.1 Research Design

For this research, researcher applied content analysis method. Krippendorf (2004:18) says that content analysis is a research technique for making replicable and valid inferences from text (or other meaningful matter) to the context of their use. The reference to text above definition is not intended to restrict content analysis to written material. The phrase “or other meaningful matter” is included in parantheses to indicate that in content analysis works of an images, maps, sounds, signs, symbols, and even numerical records may be included as data they may be considered as texts-provided they speak to someone about phenomena outside of what can be sensed or observed. That means advertisement is one of the phenomenon. The researcher then described the speech functions in male and female language in cosmetic advertisement as documentation. The research is based on document.

Bogdan and Biklen (1992:304) states official documents data include memos, minutes from meeting, newsletters, policy documents, books, proposals, codes of ethics, student’s record, statement of policy, new releases and the like. Based on the statement, advertisements are available to be researched.

In addition, Bogdan & Biklen (1982: 306) also state that a research is descriptive with the natural settings as the direct source of data and the researcher is the key

instrument. Sp, the data collection is very much dependent on the researcher. If the data has been recur 59, researcher can decide to stop. The data are collected in the form of words to give more understanding researcher does not reduce the page upon page of narration. The researcher analyzed the data with all of the richness as closely as possible to the form.


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The source of the study are the texts in advertisement derived from cosmetic advertisement aired in television and from www.youtube.com. They all male and female cosmetic products. The source of the data observed and recorded, then transcribed into written data.

Gay (1976:103) states that a good sample is one that is representatives of the population from which it is selected. Owing the large number of the advertisements and for the efficiency and practically of this study, male and female cosmetic products are advertised on.

3.3 Technique of Data Collection

This research used documentary technique. The data were collected by observing advertisement from January 31st – March 1st 2013 and transferred into written text.

Because in analyzing the data using Halliday theory, so it is only the clause that analyzed. So the phrase will not analyzed furthermore.

3.4 Technique of Data Analysis.

After doing television observation and recording the data related to the object of the research, the data were collected for several period was analyzed as in the following steps:

1. transcribing the data

2. choosing the clause from the transcribed data.

3. identifying the speech functions of language used

4. identifying the most dominant types of speech function used based on categories statement, question, command, and offer.


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5. calculating the data in percentage based on the following formula (Bungin, 2005: 171).

Types of speech function = fx N

x 100%

fx = individual frequency (one type of speech function)

N = number of occurance (all types of speech function)

6. Deriving and interpreting the cause of the most dominant types of the speech function

3.5 Trustworthiness of the Study

Trustworthiness criteria of the study were used by triangulation. There are three different modes of triangulation: sources, method, and theories. In this study, credibility of the research achieved through:

a. Source (Data) triangulation, which entails gathering data through the source of male and female advertisement language recorded.

b. Theoretically triangulation, which refers to the use of more than one theoretical position in interpreting data.


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CHAPTER IV

DATA ANALYSIS, RESEARCH FINDINGS AND DISCUSSION

4.1 Description Data

The data for this study were taken from the advertisement broadcasted on nine television stations. The name of the televisions stations are: Indosiar, MNCTV, Trans TV, ANTV, Global TV, RCTI, SCTV, Metro TV. Then to complete the data, the writer did television observation in prime time broadcasting started from January 31st – March 1st 2013. The data collected were:

Table 4.1

The Data of Advertisement No Kinds of

Products

Name of Brand

Male Female

1. Body Foam Men’s Biore Deo Protection Biore Charming Fresia

2. Body Lotion Vaseline Man Body Lotion Vaseline Total Moisture

3. Deodorant Rexona Adventure Rexona Deo

4. Deodorant Rexona Sport Defense Rexona Skin Light

5. Facial Foam Men’s Biore Oil Clear Biore Anti Acne

6. Facial Foam Men’s Biore White and Black

Biore Soft Scrub


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White

8. Facial Foam Nivea for Men Whitening Oil Control

Nivea Visage Oil Regulating

9. Facial Foam Nivea for Men Oil Control Nivea Visage Deep Oil Control

10. Shampoo Cear Man Clear Woman

4.2 The Data Analysis

It has been mentioned in the chapter 3 that the data were analyzed based on the four steps. They are: transcribing the data recorded, identifying the speech function used by the advertisement, identifying the dominant speech function used by the television advertisement language and deriving the cause of speech function dominantly used.

4.2.1 Speech Function of Male and Female in Television Cosmetic Advertisement In this research, the four types of speech function were occurred in male and female language advertisement but in the different amount, as seen in the table below:

Table 4.2

Speech Function in Male and Female Language of Television Cosmetic Advertisement

No Speech

Function

Language Advertisement

Male Percent Female Percent Male + Female Percent

1. STATEMENT 44 88% 49 83% 93 85%


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3. QUESTION 3 6% 4 7% 7 6%

4. OFFER 1 2% 3 5% 4 4%

Total 50 59 109 100%

4.2.2 Statement in Cosmetic Advertisement Language

After analyzing all the speech functions used in male and female language used in the cosmetics television advertisement language as seen in the table above, the writer then identified the speech function dominantly used by in male and female language of television advertisement.

4.2.2.1 Statement in Male Advertisement Language

The list of Statements in male advertisement speech function is summarized in table 4.3.

Table 4.3

List of Statements in Male Advertisements Language

No. Type

1. Clarification

2. Promise

3. Information

4. Ridicule

5. Agreement


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7. Exclamation

8. Complain

9. Reason

10. Aim

It is described as the following:

11.Clarification is the action of making a statement or situation less confused and more comprehensible. The statement that included into clarification from male cosmetic advertisements are:

1. Keringat dan bau badan, tak bisa hentikan aksi men’s thing (Men’s Biore Deo Protection)

2. Berpacu di dalam terik matahari bukan masalah

(Biore Energizing White)

3. Nivea for men, what men want.

(Nivea Whitening Oil Control)

4. Nivea for men, what men want

(Nivea For Men Oil Control Facial Foam)

5. Aku memiliki kekuatan untuk menghadapi kulit kepala. (Clear Man)

6. Kekuatan untuk menghilangkan ketombe, rasa gatal dan rambut rontok.

(Clear Man)

12.Promise a declaration or assurance that one will do something or that a particular thing will happen. Usually in the sentences there are words like promise, will, swear. The statement that included into promise from male cosmetic


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1. Tetap kering sepanjang hari apapun aktivitasmu (Rexona Men Adventure)

2. Men’s biore oil clear bersihkan minyak serta kotoran dan menjaga kesan tak berminyak

(Men’s Biore Oil Clear)

3. Energizing white tampil lebih baik (Biore Energizing White)

4. Tapi dimana aja aku bisa tetap percaya diri (Nivea Whitening Oil Control)

5. Baru dengan double impact mengurangi miyak wajah hingga 90%.

(Nivea Whitening Oil Control)

6. Dan mencerahkan kulit

(Nivea Whitening Oil Control)

13.Information is a collection of factual knowledge about something, in this case is all the information that related to the product advertised. The statement that included into information from male cosmetic advertisements are:

1. Baru, rexona men adventure dengan formula yang bekerja melindungi 24

jam.

(Rexona Men Adventure)

2. Rexona men

(Rexona Men Adventure)

3. Rexona men sport defense

(Rexona Men Adventure)

4. Menjaga ketiak lebih kering dibanding yang lain (Rexona Men Adventure)


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(Men’s Biore Oil Clear)

6. Karna rintangan selalu ada (Men’s Biore Oil Clear)

7. Men’s biore oil clear (Men’s Biore Oil Clear)

8. Double scrub system black and white (Men’s Biore Black and White)

9. Serap minyak dan kotoran.

(Men’s Biore Black and White)

10.Angkat sel kulit mati.

(Men’s Biore Black and White)

11.Men’s biore black and white. (Men’s Biore Black and White)

12.Energizing white brightenings beads nya angkat kotoran dan sel kulit

kusam

(Biore Energizing White)

13.Plus crystal powder yang menyerap minyak (Biore Energizing White)

14.Men’s biore, men’s thing (Biore Energizing White)

15.Polusi, debu dan bakteri (Nivea Whitening Oil Control)

16.Itu dia yang bisa bikin wajahku kusam dan berminyak (Nivea Whitening Oil Control)


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17.Nivea for men whitening oil control (Nivea Whitening Oil Contril)

18.Gak lagi

(Nivea For Men Oil Control Facial Foam)

19.Nivea for men oi control facial foam formula multi fungsi 5 in 1 (Nivea For Men Oil Control Facial Foam)

20.Kini diperkaya white tea extract untuk kulit bersih, halus tak berminyak (Nivea For Men Oil Control Facial Foam)

21.Clear man baru. (Clear Man)

22.Total perlindungan 3 masalah kulit kepala (Clear Man)

23.Clear man baru total perlindungan 3 masalah kulit kepala (Clear Man)

14.Ridicule is the making of unkind jokes as a way of showing one's scorn for someone or something. In this case is the copywriter try to mock the person who does not use the product. Ridicule which we could find in the data of male cosmetic advertisements are:

1. Di pemotretan terakhir kita, sangkin belang kulitnya, dipanggil si zebra tuh.

(Vaseline Man Body Lotion)

15.Agreement is the situation in which people have the same opinion, or in which they approve of or accept something. Usually marked by words like yes, okay. The agreement in the male cosmetic advertisements are:

1. Iya, dengan vaselin man body lotion kulitku terlindung dari sinar UV. (Vaseline Man Body Lotion)


(53)

16.Achievement is the act of achieving or performing; an obtaining by exertion; successful performance; accomplishment; as, the achievement of using a product. The achievement are:

1. Dan hanya dalam 2 minggu jadi lebih cerah merata.

(Vaseline Man Body Lotion)

17.Exclamation is an utterance made with strong emotion to market a product. Usually marked by exclamation marks and has some strong intonation in its. The exclamation in the male cosmetic advertisements is:

1. Go!!!

(Rexona Men Sport Defense)

18.Complaint is a reason for not being satisfied; a statement that somebody makes saying that they are not satisfied. The complaint statement we could found in the male cosmetic advertisements is:

1. Dalam duniaku, bising, kencang, panas, dan lengket menyatu (Men’s Biore Oil Clear)

19.Reason is a cause or an explanation for something that has happened or that somebody has done, in this case, the copywriter use an utterance that showing the reason why the viewer must try or use that product. The reason statement we could found in the male cosmetic advertisements is:

1. Clear man baru dengan pronatrium ten kombinasi 10 mineral nutrient

menjaga kulit kepala dari ketombe, rasa gatal dan rambut rontok (Clear Man)

20.Aim is the purpose of doing something; what somebody is trying to achieve. The copywriter use an utterance conveyed to attempt or intend to reach a certain goal of a product if it is used by the viewers. Usually marked with words like for and to. The aim statement that we could found in male cosmetic advertisements are:

1. Men’s biore deo protection lindungi kebersihan kulit dari kuman, rasa


(54)

(Men’s Biore Deo Protection)

2. Untuk kesan tidak mengkilap lebih lama (Biore Energizing White)

This research also categorized the data into percent. This is to know the describing speech function in Male language of television advertisement. The statement can be seen in the following table:

Table 4.4

Initiating of Statement in Male Language Advertisement

As shown in the table, the dominant speech function of statement in male advertisement language is 88%, include into Information (52%). It is followed by

No. Type Number Percentage

1. Clarification 6 14

2. Promise 6 14

3. Information 24 55

4. Ridicule 1 2

5. Agreement 1 2

6. Achievement 1 2

7. Exclamation 1 2

8. Complaint 1 2

9. Reason 1 2

10. Aim 2 5


(55)

Clarification and Promise (14%). And in the third rank is Achievement and Aim (5%). While the Complaint, Exclamation, Reason, Ridicule, and Agreement get into the last position (2%). It is indicate that male advertisement language always using Information in the advertisement.

4.2.2.2 Statements in Female Advertisement Language

The languages in female advertisements are developed in a system network. The system network indicated how the speech functions are developed from the basic speech function of Statement, Question, Offer, and Command. The Statements are summarized in table 4.5.

Table 4.5

List of Statement in Female Language Advertisement

No. Type

1. Suggestion

2. Promise

3. Information

4. Agreement

5. Achievement

6. Complaint

7. Reason

8. Hope


(56)

1. Suggestion is an idea or a plan that you mention for somebody else to think about or do something. In the advertisement, suggestion is an utterance that used by the copywriter to support a statement in promoting a product. The suggestion statement we could found in the female cosmetic advertisements are:

1. Hidupku takkan berubah, sebelum aku merubahnya.

(Biore Charming Fresia)

2. Karna itu kamu perlu pakai rexona setiap hari (Rexona)

3. Jerawat jangan dipencetin, nanti tambah banyak lho.. (Biore Anti-acne)

2. Promise a declaration or assurance that one will do something or that a particular thing will happen. Usually in the sentences there are words like promise, will, swear. The promise statement we could found in female cosmetic advertisements are:

4. Pesona biore charming freesia (lembut memanja)

(Biore Charming Fresia)

5. Menyerap kedalam kulit untuk memberikan kelembaban dan nutrisi kulit

selama 24 jam

(Vaseline Total Moisture)

6. Hanya yang memakai rexona yang tetap kering dan segar

(Rexona)

7. Tetap kering dan percaya diri (Rexona)

8. Perhatianpun tertuju padamu


(57)

9. Lembut melawan jerawat dan mencegahnya kembali (Biore Anti-acne)

10.Jerawat gak gampang balik (Biore Anti-acne)

11.Biore soft scrub butirannya paling lembut (Biore Soft Scrub)

12.Aman digunakan setiap hari (Biore Soft Scrub)

13.Hmm senangnya bersihkan wajah pakai biore soft scrub (Biore Soft Scrub)

14.Kulit lebih segar bersih dari minyak dua kali lebih lama (Biore Absorbing Clay)

15.Untuk wajah bening memukau

(Biore Absorbing Clay)

16.Aktif mengontrol kadar minyak berlebih hingga ke sumbernya (Nivea Visage Oil Regulating)

17.Kulit sehat tidak mengkilap dengan rangkaian oil regulating dari nivea visage

(Nivea Visage Oil Regulating)

18.Membersihkan pori-pori dan menjangkau sampai ke dasar kulit, untuk

kulit yang bersih, lembut dan berseri (Nivea Visage Deep Oil Control)

19.Pembersih muka nivea visage deep oil control baru untuk kulit bebas

minyak


(58)

20.Clear hair fall defense, nutrisinya meresap ke dalam kulit kepala dari pangkal hingga ujung rambut, efektif menghilangkan ketombe dan mencegah rambut rontok

(Clear Woman)

21.Jadi rambut rontokmu akan berkurang hingga tidak ada lagi rambut rontok yang terlihat

(Clear Woman)

22.Rambut rontok berkurang dengan clear hair fall defense (Clear Woman)

3. Information is a collection of factual knowledge about something, in this case is all the information that related to the product advertised. The information statement we could found in female cosmetic advertisement are:

1. Setiap orang melembabkan kulit tanpa berpikir (Vaseline Total Moisture)

2. Tapi setiap hari kulitmu membutuhkan kelembaban

(Vaseline Total Moisture)

3. Kulit butuh nutrisi yang menimbulkan kelembaban secara menyeluruh

(Vaseline Total Moisture)

4. Vaseline total moisture diperkaya oleh vitamin E, Soy, dan white extract (Vaseline Total Moisture)

5. Ada 5 hal tak terduga penyebab keringat yang menimbulkan bau badan

(emosi, gerakan ringan, panas, lembab, stress) diri (Rexona)

6. Rexona skin light (Rexona Skin Light)

7. Dengan minyak biji bunga matahari melindungi dan menutrisi kulit untuk


(59)

(Rexona Skin Light)

8. Rexona skin light (Rexona Skin Light)

9. Biore anti acne baru dengan ekstra asunaro formulanya ramah dikulit (Biore Anti-acne)

10.Biore anti acne (Biore Anti-acne)

11.Biore

(Biore Soft Scrub)

12.Minyak, terserap maksimal oleh clay (Biore Absorbing Clay)

13.Kebebasan adalah memberikan sepenuh hati untuk berkarya

(Nivea Visage Deep Oil Control)

14.Terlebih lagi dengan penampilan kulitku yang putih dan berseri (Nivea Visage Deep Oil Control)

15.Pembersih muka nivea visage deep oil control baru dengan carnitine (Nivea Visage Deep Oil Control)

16.Kebebasan adalah penampilan wajah yang menawan

(Nivea Visage Deep Oil Control)

17.Di clear paris institute, kami mengetahui kulit kepala tidak sehat dan berketombe bisa membuat rambut rontok lebih dari 60 helai perhari


(60)

4. Agreement is the situation in which people have the same opinion, or in which they approve of or accept something. Usually marked by words like yes, okay. The agreement statement nothing found in female cosmetics advertisements.

5. Achievement is the act of achieving or performing; an obtaining by exertion; successful performance; accomplishment; as, the achievement of using a product. The achievement statement we could found:

1. Kulakukan yang aku mau

(Biore Charming Fresia)

2. Dan temukan cara baru yang belum pernah aku lakukan sebelumnya

(Biore Charming Fresia)

3. Kini kulitku berubah semakin lembut dan wangi membuat hari-hariku jadi

lebih menyenangkan (Biore Charming Fresia)

4. Cerahnya kulit ketiakmu (Rexona Skin Light)

5. Biore bersihnya sampai ke pori (Biore Soft Scrub)

6. Complaint is a reason for not being satisfied; a statement that somebody makes saying that they are not satisfied. The complaint statement we could found is:

1. Kulit berminyak bikin masalah (Nivea Visage Oil Regulating)

7. Reason is a cause or an explanation for something that has happened or that somebody has done, in this case, the copywriter use an utterance that showing the reason why the viewer must try or use that product. Usually shown by the words because. In the female cosmetic advertisements the reason statement we could found is:


(61)

1. Karena kita berasumsi sembarang lotion cukup untuk menjaganya tetap sehat

(Vaseline Total Moisture)

8. Hope is an utterance to want something to happen or to be true, and usually have a good reason to think that it might. Usually marked with words like hope,wish, hopefully. The hope statement that we could found in female cosmetic advertisements are:

1. Aku ingin daerah hidung dan kening yang berminyak jadi bersih dan

segar

(Biore Soft Scrub)

2. Juga derah pipi agar lebih lembut (Biore Soft Scrub)

This research also categorized the data into percent. This is to know the describing speech function of statement in female language of television advertisement. The statement can be seen in the following table:

Table 4.6. Initiating of Statement in Female Language Advertisement

No. Type Number Percentage

1. Suggestion 3 6

2. Promise 18 37

3. Information 17 35

4. Agreement 1 2

5. Achievement 6 12

6. Complaint 1 2


(1)

3) Nivea for man oil control facial foam formula multi fungsi 5 in 1 4) Kini diperkaya white tea extract untuk kulit bersih, halus tak berminyak 5) Nivea for man, what men want

10.Name of Brand : Clear Man

Slogan : Total perlindungan 3 masalah Advertisement :

1) Clearman baru

2) Aku memiliki kekuatan utuk menghadapi masalah kulit kepala 3) Kekuatan untuk menghilangkan ketombe

4) Rasa gatal

5) Dan rambut rontok

6) Clear man baru dengan pronatrium ten kombinasi 10 vitamin dan mineral nutrient menjaga kulit kepala dari ketombe, rasa gata dan rambut rontok 7) Total perlindungan 3 masalah kulit kepala


(2)

Appendix II THE DATA OF FEMALE LANGUAGE IN COSMETICS ADVERTISEMENT

1. Name of Brand : Biore Charming Fresia (Body foam)

Slogan : Lembut memanja

Advertisement :

1) Hidupku takkan berubah, sebelum aku mengubahnya 2) Kulakukan yang kumau

3) Dan kutemukan cara baru yang belum pernah aku lakukan sebelumnya 4) Kini kulitku berubah semakin lembut dan wangi membuat hari-hariku jadi

lebih menyenangkan

5) Pesona biore charming freaia (lembut memanja)

6) Klik untuk ceritam

2. Name of Brand : Vaseline Total Moisture (Body lotion) Slogan : Keeping skin amazing since 1870 Advertisement :

1) Setiap orang melembabkan kulit tanpa berpikir

2) Karena kita berasumsi sembarang lotion cukup untuk menjaganya tetap sehat 3) Tapi setiap hari kulitmu membutuhkan kelembaban

4) Kulit butuh nutrisi yang melembabkan secara menyeluruh

5) Vaseline total moisture diperkaya oleh vitamin E, soy, dan white extract 6) Menyerap ke dalam kulit untuk memberikan kelembaban dan nutrisi kulit


(3)

3. Name of Brand : Rexona

Slogan : Setia setiap saat Advertisement :

1) Kamu kira hanya bisa berkeringat saat aktif bergerak 2) Kamu yakin?

3) Ada 5 hal tak terduga penyebab keringat yang menimbulkan bau badan (emosi, gerakan ringan, panas, lembab, stress)

4) Karna itu kamu perlu pake rexona setiap hari

5) Buktikan dengan memakai rexona di salah satu ketiakmu di pagi hari 6) Cek di malam hari

7) Hanya yang memakai rexona yang tetap kering dan segar 8) Pake rexona setiap hari

9) Tetap kering dan percaya diri

4. Name of Brand : Rexona Skin Light Slogan : Mencerahkan kulit ketiak Advertisement :

1) Kulit ketiakmu tidak secerah yang kamu mau? 2) Rexona skin light

3) Dengan minyak biji bunga matahari melindungi dan menutrisi kulit untuk ketiak yang lebih cerah

4) Cerahnya kulit ketiakmu 5) Perhatianpun tertuju padamu 6) Rexona skin light

5. Name of Brand : Biore Anti-Acne (Facial foam) Slogan : Jerawat gak gampang balik


(4)

1) Stop!

2) (Jerawat jangan dipencetin!) nanti tambah banyak lho.. 3) Pakai biore anti-acne

4) Biore anti-acne baru dengan ekstra asunaro formulanya ramah dikulit 5) Lembut melawan jerawat dan mencegahnya kembali

6) Jerawat gak gampang balik 7) Biore anti-acne

6. Name of Brand : Biore soft scrub Slogan : Bring beauty to life Advertisement :

1) Aku ingin daerah hidung dan keing yang berminyak jadi bersih dan segat 2) Juga daerah pipi agar lebih lembut

3) Biore bersihnya terasa sampai ke pori 4) Butiran scrubnya yang begitu lembut 5) Biore soft scrub butirannya paling lembut 6) Aman digunakan setiap hari

7) Hmm senangnya bersihkan wajah pakai biore soft scrub 8) Biore

7. Name of Brand : Biore Absorbing Clay

Slogan : Bening memukau

Advertisement :

1) Minyak, maksimal terserap oleh clay 2) Kini hadir biore clean spa clay

3) Kulit lebih segar dari minyak dua kali lebih lama 4) Untuk wajah bening memukau


(5)

8. Name of Brand : Nivea Visage Oil Regulating Slogan : Kulit sehat tidak mengkilap Advertisement :

1) Kulit berminyak bikin masalah? 2) Kan ada nivea visage oil regulating

3) Aktif mengontrol kadar minyak berlebih hingga ke sumbernya

4) Kulit sehat tidak mengkilap dengan rangkaian regulating dari nivea visage

9. Name of Brand : Nivea Visage Deep Oil Control Slogan : Untuk kulit bebas minyak Advertisement :

1) Kebebasan adalah memberikan sepenuh hati untuk berkarya 2) Terlebih lagi dengan penampilan kulitku yang putih berseri

3) Pembersih muka nivea visage deep oil control baru dengan carnitine

4) Membersihkan pori-pori dan menjangkau sampai ke dasar kulit, untuk kulit yang bersih, lembut, dan berseri

5) Kebebasan adalah penampilan wajah yang menawan

6) Pembersih muka nivea visage deep oil control baru untuk kulit bebas minyak

10.Name of Brand : Clear Woman

Slogan : Rambut rontok berkurang Advertisement :

1) Di clear Paris Institute, kami mengetahui kulit kepala tidak sehat dan berketombe bisa membuat rambut rontok lebih dari 60 helai perhari

2) Clear hair fall defense, nutrisinya meresap kedalam kulit kepala dari pangkal hingga ujung rambut, efektif menghilangkan ketombe dan mencegah rambut


(6)

3) Jadi rambut rontokmu akan berkurang hingga tidak ada lagi rambut rontok yang terlihat