CHAPTER IV ANALYSIS AND FINDINGS
4.1 Introduction
In this chapter will be described the analysis of the data to answer the problems occurring in the Chapter I. They are to find out the types of Theme in
advertisements in the People Magazine and to find out how their Theme Development. In 4.2 is explained the distribution of Theme and Rheme of the
selected data. The analysis will be displayed according to the first Theme occurring, whether it’s Topical, Interpersonal, or Textual. In 4.3 the findings of types of Themes
will be portrayed. In the next part, 4.4, will be described the Theme Development of each
advertisements. It is discussed how each clause supports each other. After that, in 4.5 is discussed the finding of Theme development.
4.2 Data Analysis
The source of the data is the advertisements in People Magazine published in July 8
th
2013. The data is the every clause found 12 selected advertisements in People Magazine. There are 102 clauses to be analyzed. There are found 95 Topical
Themes, 5 Interpersonal Themes, 26 Interpersonal Themes, and 28 Multiple Themes. The analysis of each Themes is discussed below:
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4.2.1 Ideational Topical Theme
Ideational Theme is also called Topical Theme. It is coded by the first element of the transitivity system. It can be a participant, process, or circumstance.
Ideational or Topical Theme can be divided into two kinds; they are marked Theme and unmarked Theme. The main principle in identifying the Theme of the clause is
that a clause must contain one, and only one Topical Theme. Once the Topical Theme in the clause have been identified, all the remaining clause constituents can
be consigned to the Rheme role. Below are the data and the analysis of Topical Themes found in advertisements in People Magazine:
1. See brighter, firmer eyes in just one week. Olay
See brighter, firmer eyes’ in just one week.
Topical RHEME
THEME
The clause above consists of Topical Theme for the imperative clause. The word ’see’ is as the Topical Theme. It is called marked Theme because the Theme
does not take role as the subject of the clause. The Rheme is “brighter, firmer eyes in just one week” which is the new items in the clause.
2. Gently, dap the cream around your eyes to soften the appearance of lines and
smooth the look of the lids. Olay Gently
dap the cream around your eyes to soften the appearance of lines
and smooth the look of the lids Topical
RHEME THEME
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This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “Gently”. It is a marked Theme as it is an
adverb and not the subject of the clause. It is followed by “the cream around your eyes to soften the appearance of lines and smooth the look of the lids” that is the
Rheme.
3. It all starts with Olay Regenerist Eye and Lash Duo Olay Regenerist Eye and
Lash Duo it all
starts with Olay Regenerist Eye and Lash Duo Topical
RHEME THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “it all”. It is an unmarked Theme as it is
pronoun and the subject of the clause. The rest of the clause, “starts with Olay Regenerist Eye and Lash Duo” is the Rheme.
4. Finish the look with a dab of cream blush and glossy lip. Olay Regenerist Eye
and Lash Duo Finish
the look with a dab of cream blush and glossy lip.
Topical RHEME
THEME
The clause above consists of Topical Theme for the imperative clause. The word ‘finish’ is as the Topical Theme. It is called marked Theme because the Theme
does not take role as the subject of the clause. The Rheme is “the look with a dab of cream blush and glossy lip” which is the new items in the clause.
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5. Some people find nails enamels irritating- not just on their hand, but all around
their eyes. Clinique
Some people find nails enamels irritating- not just on their hand, but all
around their eyes.
Topical RHEME
THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “some people”. It is an unmarked Theme as
it is noun and the subject of the clause. It is followed by “find nails enamels irritating- not just on their hand, but all around their eyes” which is the Rheme.
6. For a long time this mouth was slammed to Miracle Whip Miracle Whip
For a long time
this mouth was slammed to Miracle Whip Topical
RHEME THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “for a long time”. It is a marked Theme
because it is adjunct circumstantial giving information of time. It is followed by “this mouth was slammed to Miracle Whip” which is the Rheme.
7. Exclusive Active Naturals Total Formula is proven to improve: tone, texture,
blotchiness, dullness, brown spots. Aveeno Exclusive Active Naturals Total Formula
is proven to improve: tone, texture,
blotchiness, dullness, brown spots. Topical
RHEME THEME
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This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “Exclusive Active Naturals Total Formula”.
It is an unmarked Theme because it is nominal group and takes role as the subject of the clause. It is followed by “is proven to improve: tone, texture, blotchiness,
dullness, brown spots” which is the Rheme.
8. The Gerber Generation has a firm grasp on nutrition. The Gerber Generation
The Gerber Generation has a firm grasp on nutrition.
Topical RHEME
THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “The Gerber Generation”. It is an unmarked
Theme because it is the name of the product and takes role as the subject of the clause. It is followed by “has a firm grasp on nutrition” which is the Rheme.
9. You’re one spectacular person. AIsaos
You are one spectacular person.
Topical RHEME
THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “You”. It is an unmarked Theme as it is
pronoun and the subject of the clause. The rest of the clause, “are one spectacular person” which is the Rheme.
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10. Try Biotrue. Biotrue.
Try Biotrue.
Topical RHEME
THEME
The clause above consists of Topical Theme for the imperative clause. The word ’try’ is as the Topical Theme. It is marked Theme because the Theme does not
take role as the subject of the clause. The Rheme is “Biotrue.” which is the new items in the clause.
11. The Dreyer’s Fruits Bar you know and love are now called Outshine bars.
Outshine The Dreyer’s Fruits Bar you
know and love are now called Outshine bars.
Topical RHEME
THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “The Dreyer’s Fruits Bar you know and
love”. It is an unmarked Theme because it is a nominalization and takes role as the subject of the clause. It is followed by “are now called Outshine bars” which is the
Rheme.
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12. Kell, Ripa and QVC Program Host Lisa Robertson know that ovarian cancer
often disguises itself as other illness. Ovarian Kell, Ripa and QVC
Program Host Lisa Robertson
know that ovarian cancer often disguises itself as other illness.
Topical RHEME
THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “Kell, Ripa and QVC Program Host Lisa
Robertson”. It is an unmarked Theme because it is takes role as the subject of the clause. It is followed by “know that ovarian cancer often disguises itself as other
illness” which is the Rheme.
13. Banana Boat Protect and Hydrate provides all-day moisture with broad spectrum
UVAUVB protection and aloe vera. Banana Boat Protect and Hydrate Banana Boat Protect and
Hydrate provides all-day moisture with broad spectrum
UVAUVB protection and aloe vera.
Topical RHEME
THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is the name of the product “Banana Boat Protect and
Hydrate”. It is an unmarked Theme because it is takes role as the subject of the clause. It is followed by “provides all-day moisture with broad spectrum UVAUVB
protection and aloe vera.” which is the Rheme.
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14. The kids from the Justice for Potatoes League want you to know
The kids from the Justice for Potatoes League
want you to know
Topical RHEME
THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is the name of the product “The kids from the Justice for
Potatoes League”. It is an unmarked Theme because it is takes role as the subject of the clause. It is followed by “want you to know.” which is the Rheme.
4.2.2 Interpersonal Theme
Interpersonal Theme is used when the speaker or writer wants to projects his or her angle on the value of what the clause is saying. It covers one or more of the
elements of finite, Wh-element, vocative and modal adjunct. Below are the Interpersonal Theme found in the advertisements in People Magazine:
1.
Just see what this amazing duel eye treatment can do. Olay
Just see
what this amazing duel eye treatment can do. Interpersonal Topical
RHEME THEME
The clause above consists of Interpersonal Theme for the imperative clause. The word ’Just’ is the interpersonal Theme . Just’ is a mood adjunct. It is followed
by the Topical Theme ‘see’. The Rheme is “brighter, firmer eyes in just one week” which is the new items in the clause. ‘
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2. Just because they didn’t carry your beloved sauce. AI Sauce
Just because
they didn’t carry your beloved sauce.
Interpersonal Textual Topical
RHEME THEME
The clause above consists of Interpersonal Theme, Textual Theme and Topical Theme. The word ’Just’ is the interpersonal Theme which occurs in the
beginning of the clause. Just’ is a mood adjunct. It is followed by the textual Theme “because” and Topical Theme ‘they’. The Rheme is “didn’t carry your beloved
sauce” which is the new items in the clause.
3. Are your contacts calling it quits before your eyes do? Biotrue
Are your contacts
calling it quits before your eyes do?
Interpersonal Topical
RHEME THEME
The clause above consists of Interpersonal Theme, and Topical Theme. The clause begins with the interpersonal Theme which is the word ‘are’. In this clause,
‘are’ is the finite in interrogative clause. It is followed by the Topical Theme ‘your contacts’. The Rheme is “calling it quits before your eyes do??” which is the rest of
the clause.
4. Would you recognize ovarian cancer? Ovarian
Would You
recognize ovarian cancer?
Interpersonal Topical
RHEME THEME
The clause above consists of Interpersonal Theme, and Topical Theme. The clause begins with the interpersonal Theme which is the word “would”. In this
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clause, ‘would’ is the finite in interrogative clause. It is followed by the Topical Theme pronoun ‘you’. The Rheme is “recognize ovarian cancer?” which is the rest
of the clause.
5. In fact it helps to even tone and texture for more radiant looking skin. Aveeno
In fact it
helps to even tone and texture for more radiant
looking skin. Interpersonal
Topical RHEME
THEME
The clause above consists of Interpersonal Theme, Textual Theme and Topical Theme. The word ’In fact’ is the interpersonal Theme which occurs in the
beginning of the clause. It is modal adjunct showing admissive . It is followed by the Topical Theme which is the pronoun ‘it’. The Rheme is “helps to even tone and
texture for more radiant looking skin.” which is the new items in the clause.
4.2.3 Textual Theme
Textual Theme makes explicit the way the clause related to the surrounding discourse. It covers four element of Theme, they are: 1 conjunction, 2 relative, 3
conjunctives adjunct, 4 continuatives. Below are the Textual Theme found in the advertisements of People Magazine:
1. Now you’re ready to create a dramatic eye – Olay Regenerist
Now You
are ready to create a dramatic eye – Textual
Topical RHEME
THEME
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The clause above consists of Textual Theme, and Topical Theme. The clause begins with the textual Theme which is the word “now”. In this clause, ‘now’ is the
continuative word linking up the previous clause. It is followed by the Topical Theme pronoun ‘you’. The Rheme is “are ready to create a dramatic eye –” which is
the rest of the clause. 2.
Then add two coats of mascara
then add
two coats of mascara Textual
Topical RHEME
THEME
The clause above consists of Textual Theme, and Topical Theme. The clause begins with the textual Theme which is the word “then”. In this clause, ‘then’ is the
conjunction word linking up the previous clause. It is followed by the Topical Theme which is realized in imperative word ‘add’. The Rheme is “two coats of mascara”
which is the rest of the clause.
3. Yes now you can wear nail enamel.
Yes now
you can wear nail enamel.
Textual Textual
Topical RHEME
THEME
The clause above consists of two Textual Themes, and a Topical Theme. The clause begins with the textual Theme which is the word “yes”. In this clause, ‘yes’ is
the continuative word signaling the moving from the previous topic. It is followed by the second textual Theme which is the word “now”. ‘Now’ is the conjunctive
adjunct. The Topical Theme is the pronoun ‘you’. The Rheme is “can wear nail enamel” which is the rest of the clause.
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4. So we created a new different nail enamel for sensitive skin.
So we
created a new different nail enamel for sensitive skin
Textual Topical
RHEME THEME
The clause above consists of Textual Theme, and Topical Theme. The clause begins with the textual Theme which is the word “so”. In this clause, ‘so’ is the
continuative word signaling the moving from the previous topic. It is followed by the Topical Theme pronoun ‘we’. The Rheme is “created a new different nail enamel for
sensitive skin” which is the rest of the clause.
5. Until finally it smeared on wheat
Until Finally
it smeared on wheat
Textual Interpersonal
Topical RHEME
THEME
The clause above consists of Textual Themes, Interpersonal Themes and Topical Theme. The clause begins with the textual Theme which is the word “until”.
‘Until’ is the conjunction word linking up the previous topic. It is followed by the second Interpersonal Theme which is the word “finally”. The Topical Theme is the
pronoun ‘it’. The Rheme is “smeared on wheat” which is the rest of the clause.
6. So, what’s your hold up.
So, what’s
your hold up. Textual
Topical RHEME
THEME
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The clause above consists of Textual Theme, and Topical Theme. The clause begins with the textual Theme which is the word “so”. In this clause, ‘so’ is the
continuative word signaling the moving from the previous topic. It is followed by the Topical Theme ‘what’s’. The Rheme is “your hold up.” which is the rest of the
clause.
7. but designed specifically to help your little one develop those essential feeding
skills.
but designed specifically
to help your little one develop those
essential feeding skills. Textual
Topical RHEME
THEME
The clause above consists of Textual Theme and Topical Theme. The clause begins with the textual Theme which is the word “but”. ‘But’ is the conjunction
coordinator word linking up the previous clause. The Topical Theme is the verb “designed specifically”. As the process in transitivity, it is unmarked theme. It is
followed by the Rheme is “to help your little one develop those essential feeding skills.” which is the rest of the clause.
8. Because, you could be increased risk for plaque buildup in your arteries over
time.
Because, You
could be increased risk for plaque buildup in your arteries over time.
Textual Topical
RHEME THEME
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The clause above consists of Textual Theme, and Topical Theme. The clause begins with the textual Theme which is the word “because”. In this clause, ‘because’
is the conjunctive word linking up the previous topic. It is followed by the Topical Theme pronoun ‘you’. The Rheme is “could be increased risk for plaque buildup in
your arteries over time” which is the rest of the clause.
9. When diet and exercise alone aren’t enough,
When diet and exercise alone
aren’t enough,
Textual Topical
RHEME THEME
The clause above consists of Textual Theme, and Topical Theme. The clause begins with the textual Theme which is the word “when”. In this clause, ‘when’ is
the relative word. It is followed by the Topical Theme ‘diet and exercise alone’. The Rheme is “aren’t enough,” which is the rest of the clause.
10. Now with Outshine bars you can experience 24 deliciously refreshing ways to
make every day a light brighter. Now,
with Outshine bars
you can experience 24 deliciously refreshing ways to make every day a light brighter.
Textual Topical
RHEME THEME
The clause above consists of Textual Theme, and Topical Theme. The clause begins with the textual Theme which is the word “now”. In this clause, ‘now’ is the
continuative word linking up the previous clause. It is followed by the Topical Theme ‘with Outshine bars’. The Rheme is “you can experience 24 deliciously
refreshing ways to make every day a light brighter.” which is the rest of the clause.
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4.2.4 Multiple Theme
There is always an ideational topical element in the Theme. When the topical Theme is preceded the textual and interpersonal Theme, it is called as multiple
Theme. Below are some of multiple Theme found in advertisements in People
Magazine:
1. Just because they didn’t carry your beloved sauce. AI Sauce
just because
they didn’t carry your beloved sauce.
Interpersonal Textual Topical
RHEME THEME
The clause above consists of Interpersonal Theme, Textual Theme and Topical Theme. The word ’Just’ is the interpersonal Theme which occurs in the
beginning of the clause. Just’ is a mood adjunct. It is followed by the textual Theme “because” as the conjunction from the preceding topic. After that, it is followed by
Topical Theme pronoun ‘they’. The Rheme is “didn’t carry your beloved sauce” which is the new items in the clause.
2. Until finally it smeared on wheat
Until Finally
it smeared on wheat
Textual Interpersonal
Topical RHEME
THEME
The clause above consists of Textual Theme, Interpersonal Theme and Topical Theme. The clause begins with the textual Theme which is the word “until”.
‘Until’ is the conjunction word linking up the previous topic. It is followed by the second Interpersonal Theme which is the modal adjunct “finally”. The Topical
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Theme is the pronoun ‘it’. The Rheme is “smeared on wheat” which is the rest of the clause.
3. In fact, it helps to even tone and texture for more radiant looking skin. Aveeno
In fact it
helps to even tone and texture for more radiant
looking skin. Interpersonal
Topical RHEME
THEME
The clause above consists of Interpersonal and Topical Theme. The word “In fact ” is the Interpersonal Theme occurring in the beginning of the clause. It is the
modal adjunct. The following Topical Theme is the pronoun “it”. Rheme is “helps to even tone and texture for more radiant looking skin” which is the rest of the clause.
4. Are your contacts calling it quits before your eyes do?
Are your contacts
calling it quits before your eyes do?
Interpersonal Topical
RHEME THEME
The clause above consists of Interpersonal and Topical Theme. The word “Are ” is the Interpersonal Theme occurring in the beginning of the clause. It is the
finite. The following Topical Theme is the noun phrase “your contact”. Rheme is “calling it quits before your eyes do?” which is the rest of the clause.
5. So we created a new different nail enamel for sensitive skin.
So we
created a new different nail enamel for sensitive skin
Textual Topical
RHEME THEME
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The clause above consists of Textual Theme, and Topical Theme. The clause begins with the textual Theme which is the word “so”. In this clause, ‘so’ is the
continuative word signaling the moving from the previous topic. It is followed by the Topical Theme pronoun ‘we’. The Rheme is “created a new different nail enamel for
sensitive skin” which is the rest of the clause.
4.3 Findings
According to the preceding analysis, the result is summarized in the table below:
Table. 4.2 Table of Theme and Their Occurrence in Each Advertisement Text
Table 4.2 shows that the Olay Regenerist text consists of 10 clauses, there are 10 Topical Theme, 1
Interpersonal Theme, 2 Textual Theme, and 3
Advertisements Number of
Clause Types of THEME
Topical Interpersonal Textual Multiple Olay Regenerist
10 10
1 2
3 Olay Regenerist Eyelash Duo
10 10
- 4
4 Clinique
6 5
- 3
2 Miracle whip
7 6
- 3
2 Aveeno Active Natural
4 4
1 1
2 Gerber Graduates Snacks
5 4
- 1
1 Banana Boat Protect and Hydrate
4 3
- 2
2 A1 Steak Sauce
28 27
1 4
4 Bio True Contact Lens
9 9
1 3
4 Ore Ida Tatter Tots
6 5
- 1
1 Dreyer’s Outshine Fruit Bars
5 4
- 1
1 Ovarian
8 8
1 1
2 Total
102 95
5 26
28
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Multiple Theme. Olay Regenerist Eyelash Duo text consists of 10 clauses, there are 10 Topical Theme, no Interpersonal Theme, 4 Textual Theme, and 3 Multiple
Theme. Clinique text consists of 6 clauses, there are 5 Topical Theme, no Interpersonal Theme, 4 Textual Theme, and 4 Multiple Theme. Miracle whip text
consists of 7 clauses, there are 6 Topical Theme, no Interpersonal Theme, 3 Textual Theme, and 2 Multiple Theme. Aveeno Active Natural text consists of 4
clauses, there are 4 Topical Theme, 1 Interpersonal Theme, 1 Textual Theme, and 2 Multiple Theme. Gerber Graduates Snacks text consists of 5 clauses, there are 4
Topical Theme, no Interpersonal Theme, 2 Textual Theme, and 2 Multiple Theme. Banana Boat Protect and Hydrate text consists of 4 clauses, there are 3 Topical
Theme, no Interpersonal Theme, 2 Textual Theme, and 2 Multiple Theme. A1 Steak Sauce text consists of 28 clauses, there are 27 Topical Theme, 1 Interpersonal
Theme, 4 Textual Theme, and 4 Multiple Theme. Bio True Contact Lens text consists of 9 clauses, there are Topical Theme, no Interpersonal Theme, 4 Textual
Theme, and 3 Multiple Theme. Ore Ida Tatter Tots text consists of 6 clauses, there are 5 Topical Theme, no Interpersonal Theme, 1 Textual Theme, and 1 Multiple
Theme. Dreyer’s Outshine Fruit Bars text consists of 8 clauses, there are 8 Topical Theme, no Interpersonal Theme, 1 Textual Theme, and 1 Multiple Theme. Ovarian
text consists of 8 clauses, there are 8 Topical Theme, 1 Interpersonal Theme, 1
Textual Theme, and 2 Multiple Theme
According to the table 4.2 above it can seen that entirely from the 102 clauses the Topical Theme occurs dominantly as many as 92 clauses, while the Interpersonal
Themes occurs only 5 times. The Textual Themes are found as many as 26 clauses and there are 28 Multiple Themes found.
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4.4 Theme Development