domain, but it is also acknowledged as a powerful tool to provoke certain images of the products Bhatia, 2006. Bhatia 2006 remarks this identity implication by
emphasizing that English possesses influencing psycholinguistics behemoth in the non-Anglophone countries. This essential role is proven from its immense
employment in product and brand information message contained in the advertisement.
2.5 Discourse Analysis
From the above explanations, it is noticeable that the psychological benefits of the products are regarded as an important persuasive tool. Hence, it needs to be
conveyed rhetorically in the advertising message. It leads to an assumption that communication is the central point in the creative construction of advertising strategy.
Fiske 1990 gives a general definition of communication by stating that it is a social interaction through messages. By assuming that people transmit and receive the
message, it is considered as a social practice within particular set of social value in a community.
Because culture is distinct in nature, there are numerous disciplinary approaches to study this cultural integrated communication. Hence, Fiske 1990
divides them into two major schools in communication study. The first one concerns with the production and exchange of meanings. It concentrates heavily on the role of
texts, especially on how messages or texts interact with people in the production of meaning in the context of similar or different cultural environments. The way people
interpret the messages is the main focus in this school. Meanwhile, instead of analyzing the works of communication, the second school tends to see
communication as the transmission of messages. The salient matter is on how the senders and receivers encode and decode the messages through the channels and
media of communication. It suggests that intention is a crucial factor in deciding what constitutes a message to affect the behaviour or state of mind of another.
Based on the above explanation, this study follows the second school which is referred as the ‗process‘ school by Fiske. It is in line with the focus of the study
because it views advertisement as a persuasive tool to promote products by evoking certain feelings associated with the brands to the mind of the consumers in the
identity fabrication act. Therefore, it uses discourse analysis as the approach in investigating the process of communication in print advertising.
Discourse analysis gives the linguistic construction of a text a prominent position in its focus of study. It views texts as devices that can influence and
contribute the changes of society beliefs, attitudes, etc., actions, social relations, and the representation of the physical realm Fairclough, 2003. Pertaining to this angle,
language is a site of ideology that shapes what speakers feel and think to the extent that it is able to direct public‘s opinion to support the interest of certain powerful
groups Matheson, 2005. It proposes that texts play a role on social change through the meaning of language.
However, in discourse analysis, language does not stand alone. Every context determines the way the text was shaped Fairclough, 2003. It reinforces the notion
that the verbal element is greatly influenced in relation to other elements in a particular text. Responding to this notion, Cook 1992 caters an option to analyze
advertisement as a discourse. He remarks on the contexts of advertisements which
include the participants and the purpose of this communicative discourse, the social conditions of the target society, the medium of the discourse, and the way the
communication is conducted. These elements are encapsulated into eight types of context presented as follow.
The first one is the concrete material which carries or relays text, namely the substance or media. The second element is the non-grammatical features of the text,
such as music and pictures. The third element is the accompaniment of meaningful behaviour of language referring to voice quality, gestures, facial expressions and
touch, and choice of typeface and letter sizes. The situation represented in the text is also included in the context for it builds a relation between the surrounding objects
and people realized in the text as perceived by the participants. The text which precedes or follows the analyzed text
– co-text – is also considered as a part of the context if it is perceived as belonging to the same discourse. Intertext
— mentioned by Myers 2009 in the preceding section
– is included as a factor to be investigated in relation with context because, usually, there is a certain text associated with the
text under consideration that affects the interpretation though it belongs to other discourse.
The seventh element is slightly different from the erstwhile elements because it suggests the inclusion and exclusion roles simultaneously in the realm of discourse.
It is the participants involved in the text. Cook 1992 remarks that participants involve their intentions and interpretations, knowledge and beliefs, interpersonal
attitudes, affiliations and feelings. Each of them simultaneously plays an inherent part in the context because they are the ones who enact the social practices in realm of
text. However, they can also be the outsiders of the discourse because the interpretation of the meaning making process is devoted to them. Thus, they are
assigned double roles in the advertising discourse, as a part of the context and an observer of it.
These aforementioned elements are organized in a clever way to communicate the messages of advertisement. This act of communication is guided by the final
element of the context, the function. Based on Fiske‘s 1990 argumentation, the function can be defined into the intention of the producer or the interpretation by the
consumers of the discourse. Either way, the analysis on advertisement discourse needs to correlate the text and context implications utilized by the advertisers.
Regarding the function of the context, this study focuses greatly on the intention of the producers, especially on their attempts to persuade and influence the
behaviour and mind of the targeted consumers. Hence, the participants as the ones who play an integral part of the context as well as the receiver of the messages are the
main features in the analysis. In order to investigate represented participants in print advertising, this study
uses two steps of analyzing method. The first one is the transitivity processes in Systemic Functional Grammar by Halliday 2004. Then, the social actor
representation analysis proposed by Leeuwen 2008 is conducted to find out the significance of the investigated participants in the imposing social values by the
advertisers exploited in the strategy of advertising. These methods are presented in the next sections consecutively.
2.6 Transitivity Processes
