❏ Sumarsih Comparison between the Advertisement Language
in Gender
LOGAT JURNAL ILMIAH BAHASA DAN SASTRA
Volume II No. 2 Oktober Tahun 2006 Halaman 96
COMPARISON BETWEEN THE ADVERTISEMENT LANGUAGE IN GENDER
Sumarsih
Fakultas Bahasa dan Seni Universitas Negeri Medan
Abstrak
Tulisan ini berupaya membandingkan move gerak dan fitur-fitur linguistik dalam iklan majalah pria, seperti Tempo dan majalah wanita, Kartini. Sampel iklan yang diambil
adalah iklan TV Sanyo, Handphone Nokia, dan BNI Card dari majalah Tempo dan iklan Bedak Ponds, Nature E, dan sabun serbuk Total dari majalah Kartini. Analisis didasarkan
pada konsep yang ditawarkan Swales dan Bhatia. Dari hasil analisis disimpulkan bahwa dari 29 move yang terdapat dalam majalah pria ditemukan lebih banyak move kedua, yaitu
introducing the offer ’memperkenalkan tawaran’ sebanyak 7 dan move kelima, yaitu soliciting response ‘permohonan jawab’ sebanyak 8, sedangkan dari 12 move pada
majalah wanita terdapat 6 move dari move pertama, yaitu estabishing credential ‘membangun kepercayaan’. Makna yang dapat diprediksi adalah bahwa pria mudah
dibujuk untuk membeli dengan cara menjelaskan produk beserta rincian yang penting dari salah satu produk yang ditawarkan, misalnya pencantuman harga dan kemudahan
penghubungan. Berdasarkan fitur-fitur linguistik, pada majalah pria terdapat 10 adjektif dari 29 fitur linguistik dan pada majalah wanita terdapat 4 adjektif dari 12 fitur linguistik.
Ini mengindikasikan bahwa iklan di Indonesia lebih banyak menggunakan adjektif, seperti flat ‘datar’, slim ‘langsing’, exclusive ‘untuk orang-orang tertentu’, pesona baru, dan lain-
lain dalam upaya membujuk dan merayu pembeli. Kata kunci: iklan, gerak, fitur linguistik
1. INTRODUCTION
Indonesian or bahasa Indonesia hereafter referred to as BI has been formally used as the national
and official or state language in Indonesia. Priyohutomo 1980 claims that Indonesian people
have no problem with the use of BI as a national and state language as there is no rival ethnic or
foreign language which could threaten the use of BI in Indonesia.
The use of BI for education at all levels has particularly facilitated and encouraged the use
of BI as a means of communication among scholars in scientific contexts or as a means of
communication among people of all level. Communication for all people in Indonesia can use
televition, radio or magazine.
Magazine can be divided many kinds, one of that is for business. Because the writer want to
analyse advertisement in magazine. Advertisement is a form of communication used by advertiser to
promote the sales of products or services, to influence public opinion, to gain political support,
to advance a particular cause, or to elicit some other desired responses.
Advertisement language expression is different from most of the other language
expression that we use in our everyday life. It needs a special language expression to make the
advertisement meaningful and share interesting messages. As Goshgarian 1977: 225 describes,
the differences between advertising language expression and other types of language expression
as the following:
Over the year, the texture of advertising language has frequently change. Style
and creative concept come and go. But there are at least for 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
advertising is rich and arresting. c. the language of advertising involves us; in
effect, we complete the advertising message, d the language of advertising
holds no secrets from us, it is a simple language.
From quotation above, it may be added further:
a Advertising language cannot afford to be so desultory. It does have specific purpose, that
is, to sell us something. In other words,
Universitas Sumatera Utara
❏ Sumarsih Comparison between the Advertisement Language
in Gender
LOGAT JURNAL ILMIAH BAHASA DAN SASTRA
Volume II No. 2 Oktober Tahun 2006 Halaman 97
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 of advertising 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 replaced by simple words in order to avoid
misinterpretation but sometimes they are complicated.
There are two kinds magazines those the writer wants to analyse such as: man’s magazine
and lady’s magazine. Every gender consists of three texts: The titles of man’s magazine: TV
SANYO, HAND PHONE NOKIA, and BNI Card. The titles of lady’s magazine: PONDS, NATURE
E, and TOTAL.
2. GENRE, AND MODELS OF
