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CHAPTER IV ANALYSIS RESULTS AND DISCUSSIONS
This chapter intends to answer the research questions that have been mentioned previously in Chapter I. The research questions are 1 what word in
the cosmetic advertisements that causes the lexical ambiguity and 2 what the readers’ interpretation toward the lexical ambiguity is. In order to be able to
answer the research questions, the researcher applies the theories that have been mention in Chapter III.
The objects of the study are twenty cosmetic advertisements from ten brands. They are taken from their official website or the social media account
twitter. In analyzing the the meaning of the words in the cosmetic
advertisements, the researcher uses Oxford Advanced Learner’s Dictionary Seventh Edition to find out the ambiguous meanings.
A. Ambiguous Words
The first research question is related to lexical ambiguity. Therefore, the researcher needs to examine the sentences and phrases in the advertisements in
order to find out the words that create the ambiguity. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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1. Olay First Advertisement
THE BEST IN BEAUTY JUST GOT BETTER
In this phrase, the researcher finds three ambiguous words. They are best, beauty, and better. Firstly, the researcher analyzes the word beauty. Beauty is
described in Oxford Advanced Learner’s Dictionary as a person or a thing that is beautiful. By considering the description of beauty that can be attached to a
person and also a thing, the sentence becomes ambiguous. 2005: 121. The advertisement shows a picture of a woman and a cosmetic product.
By considering these two pictures and also the definition of beauty mentioned above, the researcher finds out that beauty can refer to both the woman and the
cosmetic product. The meaning of beauty which refers to a person who is beautiful can be
seen as the best in woman just got better. This sentence can be understood as the best in woman, in the picture, who is beautiful, just got better.
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