Types of Meaning in Advertisement

2. Connotative Meaning Connotative meaning is the communicative value; an expression has by virtue of what it refers to, over, and above its purely conceptual content. Connotative meaning is not specific to a language, but it is shared by other communicative system, such as visual art and music. 3. Social Meaning According to Leech 1974:14, social meaning is a piece of language conveys about the social circumstances of its use. For instance, some dialectic words of the speakers are telling us something about their regional or social origin. Social meaning is related to the situation in which an utterance is used. 4. Affective Meaning Affective meaning is often explicit conveyed through conceptual or connotative content of the use of words. It is about what is conveyed by the personal feelings or attitude towards the listener. 5. Reflected Meaning Leech 1974:16 states that reflected meaning is the meaning which arises in case of multiple conceptual meaning, when one sense of a word forms part of four responses to another sense. 6. Collocative Meaning Collocative meaning refers to associations of a word because of its usual or habitual co-occurrence with certain types of words. It consists of the association of a word acquires on account of the meanings of the words tend to occur in its environment Leech, 1974:17. 7. Thematic Meaning The meaning of thematic is what communicated by the way in which a speaker or writer organizes the message in terms of ordering, focus, and emphasis. Thematic meaning helps us to understand the message and its implications properly.

1.3.2.2 Function of Language

According to Leech 1974:40-42, there are five functions of language, such as: 1. Informational Function The informational function tends to be the most important one which convey the information from ‘speaker or writer’ to ‘listener or reader’. This function is oriented to subject-matter. For instance: the house is big, the park is crowded. 2. Expressive Function Expressive function is oriented to speaker or matter. The speaker or writer of this function tries to express his feelings. Swear words and exclamations are most obvious instances of this function. For instance: I am glad to see you 3. Directive Function It is oriented to the reader or listener. The most straight-forward instances of the directive function are commands and requests. For instance: I want to a cup of tea and a piece of cake. 4. Aesthetic Function Aesthetic function can be defined as the use of language for the sake of the linguistic artefact itself, and for no purpose. It is oriented to message. This aesthetic function can have at least as much to do with conceptual as with affective meaning. 5. Phatic Function The phatic function is oriented to channel of communication. The function of keeping communication lines open and keeping social relationships in good repair. For instance: when two people meet to each other accidentally, they start talking about something unimportant for the sake of communication like, “how is your family?”, “where is your office?” and so on.