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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
There are several elements of advertisement according to Arens 2006 that are applied for writing the texts or scripts of commercial videos. The creating
process of advertisement texts relies on the knowledge that the copywriter has about the main idea of the advertisements and the language knowledge that is
used in the process. Elements of advertisement help to determine the language style to be used in the texts, especially for the language features.
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a Headline Headline was rarely used in commercial videos copywriting, it was seen
from the occurrence of headline in just two Kopiko advertisements, Kopiko 78
o
the long version and the short one. Both videos used question headline which in each text was mentioned repeatedly at the beginning of the video. Some other
videos also used question at the beginning but it was as a part of the dialogue. Most Kopiko commercial videos directly jumped to the body copy.
b Body copy Most of the Kopiko advertisements used dialogue or monologue body copy.
Several videos used dialogue and monologue together and that included many speakers, but some others used only monologue which was spoken by one
narrator. The Philippines’ video of Kopiko Coffee used narrative style as the body copy. It was shown from the structure of the sentences and the choice of words
which made them slightly figurative. c Slogan
Based on all Kopiko advertisements in Indonesia and the Philippines, there was no slogan or tagline that could be considered as Kopiko’s slogan. Slogan
should show that it is indeed a reference to particular product or brand, but Kopiko had various expressions that could be their slogan yet could also be just a
simple closure for the message in the advertisements.
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CHAPTER V CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the results and conclusions of the findings of this research based on the data analysis and the related studies. There are two parts of
this chapter, namely conclusions and recommendations.
A. Conclusions
The first research question is what the language features of Kopiko advertisements in Indonesia and the Philippines are. Based on the data analysis,
Kopiko advertisements rarely used various lexical cohesion in their commercial video’s texts. Repetition was mostly used, while other features such as synonymy
and hyponymy were used less often. Collocation appeared to be used in half of Kopiko advertisements, but meronymy was not used at all. Similar to the lexical
cohesion, Kopiko advertisements did not have all the features of grammatical cohesion. They used personal reference, demonstrative reference, additive
conjunction, and ellipsis more often than the other features. Conjunction was rarely used in Kopiko advertisements, additive conjunction was used mostly, but
adversative, causal, and temporal conjunction appeared less, and continuative conjunction was not found. Kopiko advertisements had also used information
structure features in their videos. Most of them used statements, command sentence, present tense, and active voice. On the other hand, they rarely used
question sentence, exclamation, and passive voice, and they did not have theme.
