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Information Structure
Using question in 3 of 6 videos Using question in 1 of 7 videos
Using statement in all 6 videos Using statement in all 7 videos
Using command in 2 of 6 videos Using command in 5 of 7 videos
Using exclamation in 3 of 6 videos Using exclamation in 2 of 7 videos
Using present tense in 4 of 6 videos Using present tense in all 7 videos
Using active voice in 4 of 6 videos and passive voice in 2 videos
Using active voice in all 7 videos and passive voice in 4 videos
Using no theme Using no theme
1. Based on Lexical Cohesion
The features on lexical cohesion are about how words in the text are correlated toward each other to express certain meanings. In Kopiko
advertisements, the lexical cohesion played an important role to give a certain meaning about their products with unique impression that should attract the
audience. The commercial videos of Kopiko in Indonesia and the Philippines were surely using the repetition to the maximum advantage. As seen in both
countries’ advertisements, they used repetition to emphasize their product name so that it was familiar to the audience’s ears. Beside repeating the product name,
they were also repeating the distinguished feature of their product such as 78
o
, perfect extraction, properly roaited, tempting aroma, and worry-free coffee. Both
Kopiko advertisements in Indonesia and the Philippines also used synonym for certain adjective such as delicioui-taity and creamy-imooth, although rarely used.
Hyponymy was found in both the Indonesia’s and the Philippines’ Kopiko advertisements, with one in each. The difference between them lied in the use of
collocation, which was found in both countries’ advertisements, but the Philippines’ advertisements used collocation in general terms about the product
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such as coffee-coffee beani and coffee-creamer rather than about specific features. On the other hand, collocation such as low acid, iweet-iugar, and firit claii, from
Indonesia’s Kopiko advertisements showed specific qualities about the product.
2. Based on Grammatical Cohesion
Grammatical cohesion includes three main features, namely reference, conjunction, and substitution and ellipsis. These kinds of cohesion deal with the
structure of the sentences, which in term of advertisement texts is essential since they are what make a message more effective. Reference appeared in most
Kopiko commercial videos, especially personal reference which was used in both Indonesia and the Philippines’ advertisements. They similarly used personal
references such as ‘you’, ‘it’, nouns, and the name of the product they were advertising. Demonstrative references such as ‘this’, ‘that’, and ‘the’ were used
more frequently by Kopiko advertisements in the Philippines rather than in Indonesia. On the contrary, Kopiko advertisement in Indonesia was seen more
often to use comparative references such as ‘best’, ‘first class’, and ‘like never before’ rather than the Philippines.
For language feature conjunction, there were only four out of five types of it that were found in Kopiko advertisements. Additive conjunction ‘and’ was seen
in several Kopiko advertisements from both Indonesia and the Philippines, it was the only additive conjunction found from the texts. Temporal conjunction that
was found in Kopiko advertisements in Indonesia and the Philippines was also only one, namely ‘now’. Another similarity in conjunction feature was that
continuative conjunction was not seen in both countries’ Kopiko advertisements.
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The difference between Indonesia and the Philippines here was the finding that Kopiko advertisements in Indonesia were more various in using conjunction
because they also used adversative, causal, and temporal conjunction, while the advertisements in the Philippines only used temporal conjunction aside from
additive conjunction. Substitution and ellipsis were used similarly either in Indonesia’s Kopiko
advertisements or the Philippines’. Some findings of substitution from both countries were the same such as using ‘it’ to replace the product name of the
advertisements. Ellipsis was also used in similar structure since it dealt with the omission of unnecessary elements in sentences, both in Indonesia’s and the
Philippines’ Kopiko advertisements.
3. Based on Information Structure
