35
CHAPTER IV DATA AND DATA ANALYSIS
4.1 Data Analysis
In this thesis the analysis is focused on the 10 selected advertisements from Oprah Magazine. The analysis is focused in the seven types of meaning based on
Leech theory as stared before in chapter II. This chapter purpose is to answer two problem of the analysis as the writer said in chapter I.
4.1.1 Leech’s Seven Types of Meaning That is Appeared in Women Beauty Product Advertisements
Data are collected from words in Oprah Magazine then analyzed semantically. Data will analyzed as the following.
1. Advertisement of GARNIER – Olia Hair Color
This advertisement consists of the following parts.
The headline sentences: Hair color will never be the same.
The support sentences: Our 1st oil powered, ammonia – free permanent hair color.
-A technological breakthrough. Our oil – based formula propels color deep inside the hair. Maximum color performance
-Pure, vivid, long – lasting color with 100 gray coverage. -Visibly improves and restore hair Delicate floral scent, optimal comfort.Non
greasy feel. People are more interested to an advertisement that are in words combined
with pictures than in words alone; more in active – situation pictures than in
Universitas Sumatera Utara
36
static, posed ones nothing interesting is happening. In advertisement, all words are called verbal aspect and the picture is called visual aspect.
The writer will identify type of meaning of this advertisement based on Leech theory. It will be discussed below:
1. Conceptual Meaning • The principle of Contrastiveness. The writer analysis noun that can be
translated conceptually. The writer does not find nouns with components which can be compared.
• The principle of Constituent Structure, is the principle which larger linguistic units are built up out of smaller units. The writer takes the data, then put in a
table and divides it into subject and predicate. The writer finds one sentence which constructed in the principle of structure:
No Sentence
Subject Predicate
Noun Verb
Complement 1
Hair color will never be the same.
Hair color Will never
be The same
2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. In support
sentence, the writer finds Maximum color performance, pure, vivid, long lasting color, visibly improves and restore hair, non greasy feel
. These words refer to beautiful hair. The producer wants reader or consumer to bear in mind
that Garnier – Olia Hair Color is the best one for coloring hair.
Universitas Sumatera Utara
37
3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer finds no stylistic meaning
in here. 4. Affective meaning is largely a parasitic category in the sense that to express
emotions. The writer does not find this type in this advertisement. 5. Reflective meaning is the meaning which arises in cases of multiple
conceptual meanings, when one sense of a word forms part of our response to another sense. The writer does not find this type in this advertisement.
6. Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context. The writer does not find
this type in this advertisement. 7. Thematic meaning is the meaning arising out of the way in which the writer
or speaker organizes his message, in terms of ordering, focus, and emphasis. The writer does not find this type in this advertisement.
From the explanation above, the writer concludes that in this advertisement two Leech’s types of meaning are appeared, there are conceptual meaning and
connotative meaning.
2 . Advertisement of JERGEN - Shea Butter Skin Care
The headline sentence: Radiance begins with the SHEA The support sentences: Our full of line of moisturizers, made with pure
African Shea Butter deeply conditions to leave your skin 3 x more radiant. Making it your stunning feature.
People are more interested to an advertisement that are in words combined with pictures than in words alone; more in active – situation pictures than in
static, posed ones nothing interesting is happening. This advertisement consists
Universitas Sumatera Utara
38
of two aspects that are verbal aspect and visual aspect. The verbal aspect is explanation about product by using words.
The writer is only focuses on analyze verbal aspect of this advertisement. The writer will identifie type of meaning of this advertisement based on Leech theory.
It will be discussed below: 1. Conceptual Meaning
• The principle of Contrastiveness. The writer analysis noun that can be translated conceptually. But, the writer does not find nouns with components
which can be compared. • The principle of Constituent Structure, is the principle which larger linguistic
units are built up out of smaller units. The writer takes the data, then puts in a table and divides it into subject and predicate. The writer finds two sentences
which are constructed in the principle of structure: No Sentence
Subject Predicate
Noun Complement
Determiner
Noun 1
Radiance begins with the SHEA
Radiance The
SHEA
2 Our full of line of
moisturizers, made with pure African Shea
Butter deeply conditions to leave
Our full of line of
moisturizers Made with
pure African Shea Butter
deeply conditions to
leave your skin
Universitas Sumatera Utara
39
your skin 3 x more radiant.
3x more radiant
2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. The writer
finds no connotative meaning in here. This advertisement uses denotative or the actual object or idea to which the word refers.
3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. An advertisement seldom uses this
type of meaning. 4. Affective meaning is the way of the speaker to express their emotions. The
writer does not find this type in this advertisement. 5. Reflective meaning is the meaning which arises in cases of multiple
conceptual meanings, when one sense of a word forms part of our response to another sense. The writer does not find this type in this advertisement.
6. Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context. The writer does not find
this type in this advertisement. 7. Thematic meaning, what is communicated by the way in which a speaker or
writer organizes the message, in terms of ordering, focus, and emphasis. The analysis of this type is based on the grammatical construction that implicitly in
forms a part of sentence to be emphasized on. It is quite similar to the affective. From the explanation above, the writer concludes that this advertisement has
conceptual meaning.
Universitas Sumatera Utara
40
3. Advertisement of Optimum REJUVENATE - Amla Legend Hair Care
This advertisement consists of the following parts. The headline: Undo two years of damage in just two weeks
The support sentences: More than a legend, a science. This unique hair care ritual transform hair for amazing inner strength and shine. The legendary power
of Amla oil, the super fruit from India, is known for its rejuvenating properties. This advertisement consists of two aspects that are verbal aspect and visual
aspect. The verbal aspect is explanation about product by using words. An advertisement catchs consumers or readers not only by giving explanation about
their product but also giving information related to their product. It can be seen in advertisement of Optimum REJUVENATE, More than a legend, a science. This
unique hair care ritual transform hair for amazing inner strength and shine. These sentences are explanation about how Optimum REJUVENATE works.
The legendary power of Amla oil, the super fruit from India, is known for its rejuvenating properties. This advertisement informs that Amla oil is from India
and has legendary power to rejuvenate hair. In headline, this advertisement says undo two years of damage in just two
weeks to persuade consumers to use this. This is the promise of this product, sounds impossible but will be possible by Amla oil which is contained in this
product. Amla oil is believed as legendary formula to rejuvenate hair. The picture of this advertisement is a woman with her beautiful and unique
cut hair. Her face is almost covers her face. Her expression is full of mystery, without smiling but looks proud of this product. This image persuades consumer
or reader to use this product, because it will done as the picture’s showed.
Universitas Sumatera Utara
41
In this thesis, the writer focused on identifying what the type of meaning that is appeared in this advertisement.
1. Conceptual Meaning • The principle of Contrastiveness
The word that can be translated conceptually is noun. The writer finds 2 nouns and she compares the component inside.
No Noun Denotative
Component Scientific Stereotype
1. legend
A story from ancient times about people and events, that may or
may not true. Hornby 2005: 878 -
+
2. science
Knowledge about the structure and behavior of natural and
physical world, based on facts that you can prove. Hornby
2005: 1357 +
-
From the table above, legend is - scientific and + stereotype, because Indian society believes Amla oil can rejuvenate hair, it may or not true, nobody
knows until doing a research. Research shows that Amla oil rejuvenates hair, and
this is fact. That is why this product is More than a legend, a science.
• The principle of Constituent Structure The writer takes sentences and divides it into subject and predicate. The
writer takes sentences and divides it into subject and predicate. No
Sentence Subject
Predicate Noun
Verb
Complement
1. This unique hair care ritual
transform hair for amazing inner strength and shine.
This unique hair care ritual
Transform hair for amazing
inner
Universitas Sumatera Utara
42
strength and shine.
2. The legendary power of
Amla oil, the super fruit from India, is known for
its rejuvenating properties. The legendary
power of Amla oil, the super
fruit from India
is known for its
rejuvenati- ng
properties.
2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. The writer does
not find this type of meaning in here. This advertisement uses denotative or the actual object or idea to which the word refers.
3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer does not find this type of
meaning in here. 4. Affective meaning is largely a parasitic category in the sense that to express
our emotions. The writer does not find this type of meaning in here. 5. Reflective meaning is the meaning which arises in cases of multiple conceptual
meanings, when one sense of a word forms part of our response to another sense. The writer does not find this type of meaning in here.
6. Collocative meaning, consists of the associations a word acquires on account of the meanings of words which tend occur in its environment. We may
categorized a word as collocative if the word has one or two synonyms which are very similar in their meanings, but in fact, there is a light difference between
Universitas Sumatera Utara
43
them. That is why we sometimes find out certain words which only suit one of two similar words. The writer finds one word which is included collocative
meaning.
The word damage has synonym with hurt. The sentence is correct if Undo two years of
damage in just two weeks, but incorrect if change damage with hurt Undo two years of hurt in just two weeks. Both of damage and hurt can be
used to talk about bad effect on something. When we talk about hair, damage is used to explain the bad condition of hair caused of things.
7. Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message. The writer cannot find thematic in this
advertisement. In addition, one of the characteristics of woman beauty product
advertisements is use time to complete a process, for example this advertisement uses “two weeks”. It means this product will complete the process of undo the
damage in just two weeks, after that the user has beautiful hair without damage. From the explanation above, the writer concludes that conceptual and
collocative meaning is appeared in this advertisement to persuade consumers or readers.
4. Advertisement of LANCOME PARIS – Teint Visionnaire Foundation Skin Care
Universitas Sumatera Utara
44
The tagline sentence: What if a foundation could transform your skin in 4 weeks?
The support sentences: -After 4 weeks: size of dark spots -17 Fine lines -12 Size of pores -11. -After 8 weeks: Size of dark spots -22 Fine lines -20 Size
of pores -17. Two in one: Precision Spot corrector and Skin correcting foundation SPF 20
The writer will analyses type of meaning of this advertisement based onLeech theory. It will be discussed below:
1. Conceptual Meaning
• The principle of Contrastiveness. The writer analysis noun that can betranslated conceptually. The writer does not find nouns with components
which can be compared. • The principle of Constituent Structure, is the principle which larger linguistic
units are built up out of smaller units. The writer takes the data, then put in a table and divides it into subject and predicate. The writer finds one sentence
which constructed in the principle of structure: No Sentence
Subject Predicate
Noun Verb
Complement
1.
What if a foundation could
transform your skin in 4 weeks?
A foundation Could transform
Your skin in 4 weeks.
Universitas Sumatera Utara
45
2. Connotative meaning is the communicative value an expression has by virtue
of what it refers to, over and above its purely conceptual content. The writer does not find this type in this advertisement.
3. Stylistic meaning is the meaning which an expression conveys about the
contexts or social circumstances of its use. The writer does not find this type in this advertisement.
4. Affective meaning is largely a parasitic category in the sense that to express
speaker emotions. The writer finds one sentence that shows the speaker emotion. The producer understands that the reader or consumer in this case woman wants
something easy and instant to make them more beautiful but keep skin healthy.
The reader or consumer is doubtful but the producer is convince about this product can do. And the producer asks What if a foundation could transform your
skin in 4 weeks? It is look like a question to ask commitment of the reader or consumer, if this product can do as good as it tells, they will agree and use this
product. -After 4 weeks: size of dark spots -17 Fine lines -12 Size of pores -11
-After 8 weeks: Size of dark spots -22 Fine lines -20 Size of pores -17
Two in one: Precision Spot corrector and Skin correcting foundation SPF 20.
The power of two in one product will make skin face is better than before. 5.
Reflective meaning is the meaning which arises in cases of multiple conceptual meanings, when one sense of a word forms part of our response to
another sense. The writer does not find this type in this advertisement.
Universitas Sumatera Utara
46
6. Collocative meaning is the associations a word gets because of the meanings
of words which tend to occur in its linguistic context. The writer does not find this type in this advertisement.
7. Thematic meaning is the meaning arising out of the way in which the writer
or speaker organizes his message. The writer does not find this type in this advertisement.
From the explanation above, the writer concludes that the conceptual and affective meaning is appeared in this advertisement.
5. Advertisement of L’OREAL Paris - Revitalift Miracle Blur
This advertisement consists of the following parts.
The headline sentence: Instant skin smoother, Erases to look of lines, pores
and wrinkles in seconds. The support sentence: Not a moisturizer more than a primer.
This advertisement consists of verbal and visual aspect. Verbal is all words on this advertisement. Visual is the picture on advertisement. This advertisement
shows face of three women before and after use this product. Women that have use this product look like better than before. There is coherency between words
and picture in this advertisement. The writer is only focusses on analyzed verbal aspect of this advertisement.
The writer will identified type of meaning of this advertisement based on Leech theory. It will be discussed below:
Universitas Sumatera Utara
47
1. Conceptual Meaning
• The principle of Contrastiveness, the word that can be translated conceptually is noun. The writer does not find nouns with components which can be
compared; lines, pores, and wrinkles.
No Noun Denotative
Component Line
getting older
1. Line
A mark like a line on somebody’s skin that people usually get as they get older. Hornby
2005:894 +
+
2. Pore
One of the very small holes in your skin that sweat can pass through. Hornby 2005:1171
- +
3. Wrinkle
A line or small fold in your skin, especially on your face, that forms as you get older. Hornby
2005:1768 +
+
• The principle of Constituent Structure, is the principle which larger linguistic units are built up out of smaller units. The writer does not find sentence which
has subject and predicate, that’s why it cannot construct the principle of constituent structure.
2. Connotative meaning is the communicative value an expression has by virtue
of what it refers to, over and above its purely conceptual content. Instant skin smoother, Erases to look of lines, pores and wrinkles in seconds.
These wordsrefer to anti-aging. The producer wants reader or consumer to bear in mind
that Revitalift Miracle Blur helps women against lines, pores, and wrinkles that
Universitas Sumatera Utara
48
usually appear in old age. Even the reader or consumer in old ages above 30 years old, they look like women in young age, because this moisturizer surface
skin face in seconds. Not a moisturizer more than a primer.
Moisturizer Hornby 2005:985: a cream that is used to make the skin less dry. Primer Hornby 2005:1197: is a basic.
What the producer wants to say is this product is the basic thing that women face needed. As the basic thing for skin face, this product contains all benefits to get
skin smoother, against lines, pores, and wrinkles. 3.
Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer does not find this type in
this advertisement. 4.
Affective meaning is largely a parasitic category in the sense that to express our emotions. The writer does not find this type in this advertisement.
5. Reflective meaning is the meaning which arises in cases of multiple
conceptual meanings, when one sense of a word forms part of our response to another sense. The writer does not find this type in this advertisement.
6. Collocative meaning is the associations a word gets because of the meanings
of words which tend to occur in its linguistic context. The writer does not find this type in this advertisement.
7. Thematic meaning is the meaning arising out of the way in which the writer
or speaker organizes his message. From explanation above, the writer has analyzed that this advertisement type
of meaning is conceptual and connotative meaning.
Universitas Sumatera Utara
49
6. PANTENE Expert – Advances Keratin Repair Hair Care
The taglines: Is it demanding to want it all…in two minutes? The support text: Advanced Keratin Repair repairs 2 years of damage in two
minutes. People are more interested to an advertisement that are in words combined
with pictures than in words alone; more in active – situation pictures than in static, posed ones nothing interesting is happening. In advertisement, all words
are called verbal aspect and the picture is called visual aspect. In this thesis, the writer focused on identifying what the type of meaning that
is appeared in this advertisement. 1.
Conceptual Meaning • The principle of Contrastiveness
The word that can be translated conceptually is noun. This advertisement does not have nouns which have components to be compares to find the principle
contrastiveness. • The principle of Constituent Structure The writer takes sentences and divides
it into subject and predicate. No
Sentence Subject
Predicate Noun
Verb Complement
1. Is it demanding to want it all…in two
minutes? It
is demanding
to want it all…in two
minutes 2.
Advanced Keratin Repair. repairs 2 years of damage in two minutes.
Advanced Keratin
Repair repairs
2 years of damage in two
minutes.
Universitas Sumatera Utara
50
2. Connotative meaning is the communicative value an expression has by virtue
of what it refers to, over and above its purely conceptual content. The writer does not find this type in this advertisement.
3. Stylistic meaning is the meaning which an expression conveys about the
contexts or social circumstances of its use. The writer does not find this type in this advertisement.
4. Affective meaning is largely a parasitic category in the sense that to express
speaker emotions. The writer finds one sentence that shows the speaker emotion.
The producer comes as a reader or consumer that is doubt to this product, Is it
demanding to want it all…in two minutes? And the producer convinces about what this product can do. It answers the
question above with “Advanced Keratin Repair repairs 2 years of damage in two minutes” It is difficult to believe, that’s why the question from the speaker full of
doubtful . We will know these benefits without try to use it.
5. Reflective meaning is the meaning which arises in cases of multiple
conceptual meanings, when one sense of a word forms part of our response to another sense. The writer does not find this type in this advertisement.
6. Collocative meaning is the associations a word gets because of the meanings
of words which tend to occur in its environment. We may categorized a word a s collocative if the word has one or two synonyms which are very similar in their
meanings, but in fact, there is a light difference between them. That is why we sometimes find out certain words which only suit one of two similar words. The
writer finds one word which is included collocative meaning.
Universitas Sumatera Utara
51
The word damage has synonym with hurt. The sentence is correct if Advanced Keratin Repair repairs 2 years of damage in two minutes,but incorrect
if change damage with Advanced Keratin Repair repairs 2 years of hurt in two
minutes. Both of damage and hurt can be used to talk about bad effect on something. When we talk about hair, damage is used to explain the bad condition
of hair caused of things. 7.
Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message. The writer does not find this type in this
advertisement. From explanation above, the writer has analyzed that this advertisement
consists of 3 types of meaning, conceptual meaning, affective meaning and collocative meaning.
7. CLARINS Paris – Double Serum Skin Care
The headline: One, with the power of two Support text: New Double Serum hydric + Lipidic System complete age
control concentrate, Double anti – aging performance, powered by 20 pure plant, extract and potent high – tech molecules – Clarins combines two age –
defying formulates into one groundbreaking serum that targets all aspects of skin aging.
Proven for all skin types, all ages, all ethnicities. In just 4 weeks: 87 firmer skin, 79 reduced wrinkles, 88 more over skin tones, 88 less visible pores.
90 of women find it more effective than their current serum. This advertisement consists of two aspects that are verbal aspect and visual
aspect. The verbal aspect is explanation about product by using words. The visual
Universitas Sumatera Utara
52
aspect is picture of advertisement. But for now, the writer is only focused on analyzed verbal aspect of this advertisement. The writer will identified type of
meaning of this advertisement based on Leech theory. It will be discussed below: 1.
Conceptual Meaning • The principle of Contrastiveness, the word that can be translated conceptually
is noun. The writer finds nouns; skin types, ages, ethnicities, with components which can be compared.
No Noun
Denotative Component
Culture Body Abstract
1. Skin type
The layer of tissue that covers the body.Hornby
2005: 1430 -
+ -
2. Age
The number of years that a person has lived or a
thing has exited Hornby 2005:28
- -
+
3. Ethnicity
The fact of belonging to a particular race Hornby
2005:520 +
- +
Proven for all skin types, all ages, all ethnicities, this means every people in this
case women fit to use this product and after that they get all benefits of this product in just 4 weeks which instant than use other products.
• The principle of Constituent Structure, is the principle which larger linguistic units are built up out of smaller units. The writer does not find sentence which
has subject and predicate, that’s why it cannot construct the principle of constituent structure.
Universitas Sumatera Utara
53
2. Connotative meaning is the communicative value an expression has by virtue
of what it refers to, over and above its purely conceptual content. The writer found that this advertisement has connotative meaning. That can be seen from
support sentence Proven for all skin types, all ages, all ethnicities. In just 4
weeks: 87 firmer skin, 79 reduced wrinkles, 88 more over skin tones,88 less visible pores.
90 of women find it more effective than their current serum. Firmer skin, wrinkles, more over skin tones, less visible pores, are what
advertisement of skin care product usually promised to consumer. These words refer to beautiful skin and healthy that is many people in this case: women
hoped. 3.
Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use. The writer does not find this type in
this advertisement. 4.
Affective meaning is largely a parasitic category in the sense that to express our emotions. The writer does not find this type in this advertisement.
5. Reflective meaning is the meaning which arises in cases of multiple
conceptual meanings, when one sense of a word forms part of our response to another sense. The writer does not find this type in this advertisement.
6. Collocative meaning is the associations a word gets because of the meanings
of words which tend to occur in its linguistic context. The writer does not find this type in this advertisement.
7. Thematic meaning is the meaning arising out of the way in which the writer
or speaker organizes his message. The writer does not find this type in this advertisement.
Universitas Sumatera Utara
54
From the explanation above, the writer concludes the conceptual and connotative meaning used to catch consumer or reader use this product.
8. L’OREAL Paris - Color Vibrancy Hair Care This advertisement consists of tagline: 8 weeks vibrant color, Total
nourishment
Followed by support text, change the life of your hair. 1
st
clinically tested “Nourishing hair care for colored hair with the power of anti – oxidant
Nourishes hair to silky and soft keeps color vibrant and true with UVA and UVB filters
This advertisement consists of two aspects that are verbal aspect and visual aspect. The verbal aspect is explanation about product by using words. Image is
the visual aspect. The writer focused on identifying what the type of meaning of this advertisement. It will be discussed below:
1. Conceptual Meaning
• The principle of Contrastiveness, the word that can be translated conceptually is noun. The writer does not find nouns with components which can be
compared. • The principle of Constituent Structure, is the principle which larger linguistic
units are built up out of smaller units. The writer takes the data, then put in a table and divides it into subject and predicate. The writer finds one sentence
which constructed in the principle of structure: No
Sentence Subject
Predicate Noun
Verb Complement
1.
change the life of your It
Change The life of
Universitas Sumatera Utara
55
hair. your hair.
2.
Nourishes hair to silky and soft
It Nourishes
Hair to silky and soft
3.
keeps color vibrant and true
It Keeps
Color vibrant and true.
2. Connotative meaning is the communicative value an expression has by virtue
of what it refers to, over and above its purely conceptual content. The writer finds connotative meaning in this advertisement. It can be seen from
the word ‘life’ in the sentence change the life of your hair.
Life: The ability to breathe, grow, reproduce, etc. which people, animals and plants have before they die and which objects do not have. Hornby 2005:886
Hair does not have life, because it is not a kind of people, animals and plants that has ability to breathe, grow, reproduce, etc. Hair is the substance that looks like a
mass of fine treads growing especially on the head; one of these treads growing
on the body of people and some animals Hornby 2005: 697. So, change the life of your hair
means this product will do something to user’s hair. As many people know, coloring hair usually make hair damage, not beautiful, and of
course not healthy. After use this product, there will be changing, from the bad condition into good even better condition. As the support sentence says
Nourishes hair to silky and soft keeps color vibrant and true with UVA and
UVB filters. Silky, soft, vibrancy color and true are characteristic of healthy and beautiful hair. UVA and UVB are the formulas of this product will protect hair
Universitas Sumatera Utara
56
from damage. That’s why the producer asks women with their coloring hair to use it and get the changing of life of their hair.
3. Stylistic meaning is the meaning which an expression conveys about the
contexts or social circumstances of its use. The writer does not find this type in this advertisement.
4. Affective meaning is largely a parasitic category in the sense that to express
our emotions. The writer does not find this type in this advertisement. 5.
Reflective meaning is the meaning which arises in cases of multiple conceptual meanings, when one sense of a word forms part of our response to
another sense. The writer does not find this type in this advertisement. 6.
Collocative meaning is the associations a word gets because of the meanings of words which tend to occur in its linguistic context. The writer does not find
this type in this advertisement. 7.
Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message. The writer does not find this type in this
advertisement. From the explanation above, the writer concludes the conceptual and
connotative meaning is appeared in this advertisement.
9. ESTEE LAUDER – Double Wear Make Up The headline sentence: Imagine 15 hours of flawless.
The support sentences: Be confident knowing there’s no fading, no smudging, even when it’s hot and humid. Oil free.Comfortable.Invincible. Smooth it on once
and don’t think twice. In 30 shades, now for all skin tones.
Universitas Sumatera Utara
57
This advertisement consists of two aspects that are verbal aspect and visual aspect. All words are called verbal aspect and the picture is called visual aspect.
In this thesis, the writer focuses on identifying what the type of meaning that is appeared in this advertisement.
1. Conceptual Meaning
• The principle of Contrastiveness The word that can be translated conceptually is noun. The writer does not
find noun which constructed in the principle of Contrastiveness. No Noun
Denotative Component
Make up problem
Less bright
1. smudging
A dirty mark with no clear shape Hornby 2005: 1446
+ -
2. fading
To become or to make something become paler or less bright
Hornby 2005:546 +
+
• The principle of constituent Structure, is the principle which larger linguistic units are built up out of smaller units. The writer does not find sentence which
has subject and predicate. 2.
Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. . The writer
finds that this advertisement has connotative meaning. That can be seen from
support sentence Be confident knowing there’s no fading,nosmudging, even when it’s hot and humid. Oil free. Comfortable. Invincible. Smooth it on once
and don’t think twice. In 30 shades, now for all skin tones. Fading and smudging
Universitas Sumatera Utara
58
is problem that women got when use make up. But this make up fit to use in every condition even hot and humid. It make consumer feels comfort.
3. Stylistic meaning is the meaning which an expression conveys about the
contexts or social circumstances of its use. The writer does not find this type in this advertisement.
4. Affective meaning is largely a parasitic category in the sense that to express
speaker emotions. The writer does not find this type in this advertisement. 5.
Reflective meaning is the meaning which arises in cases of multiple conceptual meanings, when one sense of a word forms part of our response to
another sense. 6.
Collocative meaning is consists of the associations a word acquires on account of the meanings of words which tend occur in its environment. We may
categorized a word a s collective if the word has one or two synonyms which are very similar in their meanings, but in fact, there is a light difference between
them. That is why we sometimes find out certain words which only suit one of two similar words. The writer finds one word which is included collocative
meaning.Imagine 15 hours of flawless.Flawless is synonym with perfect.
Flawless Hornby2005: 589: without flaws and therefore perfect. Example: Her English is almost flawless.
Perfect Hornby 2005: 1122: Having everything that is necessary; complete and without faults or weakness.
Example: She speaks perfect English.
Universitas Sumatera Utara
59
The example above sounds similar in their meaning. But there is a light difference between them in another example: No body’s perfect. We cannot say
No body’s flawless. 7.
Thematic meaning is the meaning arising out of the way in which the writer or speaker organizes his message. The writer does not find this type in this
advertisement. From explanation above, the writer finds that this advertisement type of
meaning is conceptual, connotative and collocative meaning.
10. PANTENE Pro V Hair Care
The headline sentence: Dare to do the style not the damage The support sentences: World’s No.1 hair care brand. Now, help defend
against heat damage. Experience the total treatment including Heat Potion Serum. Hair so healthy it shines.
People are more interested to an advertisement that are in words combined with pictures than in words alone; more in active – situation pictures than in
static, posed ones nothing interesting is happening. In advertisement, all words are called verbal aspect and the picture is called visual aspect.
In this thesis, the writer focused on identifying what the type of meaning that is appeared in this advertisement.
1. Conceptual Meaning
Conceptual meaning is the central factor in linguistic communication. This advertisement is conceptual meaning, but the writer cannot analyze with the
principle of Contrastiveness, because the word that can be translated conceptually is noun. And, then the writer cannot analyze words on this advertisement,
Universitas Sumatera Utara
60
because the writer does not find sentence or clause which has subject and predicate.
2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content.
3. Stylistic meaning is the meaning which an expression conveys about the contexts or social circumstances of its use.
4. Affective meaning is largely a parasitic category in the sense that to express our emotions. The writer does not find this type in this advertisement.
5. Reflective meaning is the meaning which arises in cases of multiple conceptual meanings, when one sense of a word forms part of our response to another sense.
The writer does not find this type in this advertisement. 6. Collocative meaning is the associations a word gets because of the meanings
of words which tend to occur in its environment. We may categorized a word a s collocative if the word has one or two synonyms which are very similar in their
meanings, but in fact, there is a light difference between them. That is why we sometimes find out certain words which only suit one of two similar words. The
writer finds one word which is included collocative meaning.
The word damage has synonym with hurt. The sentence is correct if Now, help defend against heat damage,but incorrect if change damage with Now, help
defend against heat hurt. Both of damage and hurt can be used to talk about bad effect on something. When we talk about hair, damage is used to explain the bad
condition of hair caused of things. 7. Thematic meaning is the meaning arising out of the way in which the writer or
speaker organizes his message. The writer does not find this type in this advertisement.
Universitas Sumatera Utara
61
From explanation above, the writer finds that this advertisement type of meaning is conceptual and collocative meaning.
4.1.2 The Most Dominant Type of Meaning That is Found in Women Beauty Product Advertisements
Kategori