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voice was also dominated by the findings of more active sentences than passives, in both countries’ Kopiko advertisements.
C. Other Findings
The analysis of the language features of Kopiko advertisement in Indonesia and the Philippines was based on the categories of language features such as
lexical cohesion, grammatical cohesion, and information structure. Besides those features, there are also some categories that can be used to analyze the
advertisements since they are part of advertisement language analysis.
1. Types of Kopiko Advertisement in Indonesia and the Philippines
According to Kotler and Armstrong 2012, there are three purposes of advertising: informing, persuading, and reminding p. 437. Kopiko
advertisements in Indonesia and the Philippines also have those three purposes. The purpose or function of advertisement certainly influences the language style
and the features of the advertisement text such as the choice of words, the sentence tone, and the theme.
a Informative Informative advertisement has the purpose to introduce the product to the
audience. Usually it is a new product or a new variation of the previous product, therefore there are more information delivered rather than persuasion. There were
five of Kopiko advertisements that could be considered as informative such as Kopiko 78
o
Coffee, Kopiko White Mocca, Kopiko Brown Coffee, Kopiko Cafe Blanca, and Kopiko LA Coffee. Certain expressions from the texts of those
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advertisements such as “New Kopiko 78
o
”, “Firit in Indoneiia.”, “Now it’i Kopiko White Mocca.”, and “Introducing Kopiko Brown Coffee.”, showed the
purpose of the advertisements. The word ‘new’ and ‘first’ gave the impression that it was something never seen before and that it had something different from
the previous products. The word ’now’ emphasized the information more clearly, that it was the time to get to know about this new product. A question could be
also used to attract the audience’s curiosity and interest toward what was being introduced. Questions like “Kopiko white, but mocha?” and “What ii Blanca?”
implied that the product was unknown for the audience, so that there were questions of what it was about.
b Persuasive Persuasive advertisement has the purpose of encouraging the audience to
buy or use the product. Persuasion is indeed the main message of advertisement, even in introducing a new product, persuasion is used although not as the main
purpose. Persuasive advertisement has the characteristics of repeating the main features of the product, comparing and contrasting their features to other
competitors indirectly, and usually using less and shorter description and explanation. There were five Kopiko advertisements in Indonesia and the
Philippines that served the purpose of persuasion such as the two short versions of Kopiko 78
o
, Kopiko 3in1 Astig Na Kape, Kopiko Brown Coffee, and Kopiko Astig 3in1. There was no indication of introducing new product in those
advertisements, instead the texts implied that the audience should have known about the product because the language style showed a closeness or familiarity.
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c Reminder A product can be advertised several times in different versions to get close
to the customers, first is introducing the product, then persuading the customers to buy it, and last to keep their loyalty. Several Kopiko advertisements here had
the purpose to remind customers why they had chosen the product so far. Kopiko advertisements such as Kopiko Candy, Kopiko Brown Coffee, and Kopiko Coffee
were the examples of this type of advertisements. Kopiko Candy advertisement from Indonesia just used slides of pictures about Kopiko candy from the
beginning to the recent time, and the text consisted of phrases and short expressions like ”Firit claii.” that showed their excellent quality. Kopiko Coffee
advertisement from the Philippines also had similar advertising style, but it was more narrative because of the narrative style of the text. Those advertisements
showed that they did not need to mention Kopiko repeatedly with extravagant words to sell the product because they believed the customers have known about
the product and they just reminded them of that knowledge.
2. Elements of Kopiko Advertisement in Indonesia and the Philippines
