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not use any kind of meronymy. Meronymy is used to mention something as a part of another thing. There was no occurrence of meronymy in Kopiko
advertisements.
e Collocation
This last type of lexical cohesion was found in several commercial videos of Kopiko advertisement, and the most used was the term coffee beani. The term
coffee bean was used rather than coffee ieed or coffee grain. The use of this term was appropriate for Kopiko advertisements since Kopiko dealt with coffee-related
products. Coffee was also associated with the term iugar and creamer. As seen in the Indonesia version of Kopiko Brown Coffee advertisement, the word iugar
was closely attached to the word iweet in the same sentence. People automatically associated the two words together. In the Philippines’
advertisement of Kopiko Cafe Blanca, the word coffee and creamer were found in one sentence since they complemented each other. Several other terms were
bound as definite pairs. The term low acid was used in Indonesia advertisement of Kopiko White Mocca and the term firit claii was found in Indonesia’s
advertisement of Kopiko Candy. These two terms were used as a single term that was defined as one together instead of separately.
2. Grammatical Cohesion of Kopiko Advertisements in Indonesia and the Philippines
Grammatical cohesion in the advertisement context includes reference, conjunction, and substitution and ellipsis according to Carter et al 2001.
Halliday and Matthiessen 2004 also consider the three features as parts of
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language cohesion in texts. Based on the data analysis as seen in Appendix B, figure 4.2 showed how the grammatical cohesion features appeared in Kopiko
advertisements in Indonesia and the Philippines.
Figure 4.2 The Grammatical Cohesion of Kopiko Advertisement in Indonesia and the Philippines
The quantitative data of the features of grammatical cohesion shown in the chart above stated that personal reference was the most used feature with its
92,30 of appearance in Kopiko advertisement. Conjunction was rarely used in Kopiko advertisement since there were four of them appeared in less than 30 of
the commercial videos.
a Reference
There are three types of reference in this research that all of which were found in Kopiko advertisements. They were personal reference, demonstrative
reference, and comparative reference.
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1 Personal Reference Personal reference was the most used reference in Kopiko advertisements.
The use of personal reference could not be ignored in advertisement since it could be the main point of the advertisement, namely the name of the product. All
Kopiko advertisements except for the Indonesia’s version of Kopiko Candy advertisement, used this reference in their commercial videos’ text. Besides
mentioning the product name, the videos also used it, you, and I to address the subject being referred to. The use of you and I specifically made the audience feel
respected and important because they were directly addressed by the advertiser. 2 Demonstrative Reference
There were only a part of the selected Kopiko advertisements that used demonstrative reference. There was one Indonesia’s Kopiko advertisement which
used that in the commercial video of Kopiko Brown Coffee. Six Philippines’ Kopiko advertisements used thii, that, and the as a reference to the products they
were advertising in their commercial videos. This kind of reference emphasized the product and its advantages that were being promoted. This was also seen in
the Philippines’ commercial video of Kopiko advertisement, where demonstrative reference was used as the main language feature to engage the audience:
This iin’t about iome ordinary coffee. The cup that givei you the confidence to itart the day.
It’i the cup that openi your eyei. The cup that givei you real inipiration.
That’i what this ii about.
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The use of the, thii, and that in the text above gave strong theme and mood about the advertisement and the product itself. The way the advertisement did not
directly point out the product at the beginning but slowly build the information about a ‘coffee’ first, made the use of the demonstrative references became more
palpable and necessary since they contributed to build the whole mood and theme.
3 Comparative Reference Comparative reference was the least seen reference in the Kopiko
advertisements. There were five Kopiko commercial videos that used this reference, four of them were found in the Indonesia’s Kopiko advertisements
while the other one was from the Philippines’. Two of the four Indonesia’s Kopiko advertisements had the same use of comparative reference since they
were advertising the same product but in different versions: Kopiko 78
o
. The reference they used in expression ‘Perfect latte like never before’ was the term
‘like never before’. In another different version of Kopiko 78
o
, the shortest version, the word beit was used to show a superlative quality for their product.
Advertisement of Kopiko Candy also used a superlative phrase firit claii to show that the candy is the best product of its specialty. The Philippines’ Kopiko Cafe
Blanca advertisement used the comparative reference more to emphasize its product’s outstanding qualities. Comparative reference indeed gave the
impression of strong quality that the product has and gave a vibe that it was superior among other similar products. This reference was applied and fitted
perfectly to some of Kopiko advertisements.
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b Conjunction
Based on figure 4.2, Kopiko advertisements also used conjunctions in their commercial videos, although not all of the five types that have been mentioned
previously. 1 Additive Conjunction
Most of the Kopiko advertisements used and as the additive conjunction in their texts or scripts. In fact, nine Kopiko commercial videos used this
conjunction, three of them were from Indonesia’s Kopiko advertisement while the other six were from the Philippines’. A sentence from Indonesia’s Kopiko 78
o
commercial video was ‘Taite it and you will love it.’ was a clear evidence of the
use of this conjunction as a connector between two clauses. Another use of and was to connect two simple words, as seen in the Philippines’ version of Kopiko
Brown Coffee: “Creamineii and iweetneii’. Several Kopiko advertisements
applied and at the beginning of a sentence in their texts, for example in Indonesia’s short version of Kopiko 78
o
: ‘And caramelized milk.’ and in the Philippines’ Kopiko Coffee: ‘And never, ever let you give up.’. This application
of conjunction and was for fragmented text or script that usually used incomplete sentences as the main attraction, which in advertisement case worked.
2 Adversative Conjunction This type of conjunction was found in one Kopiko advertisement, namely
Kopiko White Mocca. The opening expression ‘Kopiko white, but mocha?’ was
where the conjunction but was used. Clearly this conjunction was used to negate the meaning between the two phrases it was attached to: it was either white coffee
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or mocha flavored coffee. The lack of use of adversative conjunction in Kopiko advertisement was an evidence that this conjunction gave a more negative mood
than positive to the advertisement itself. The word but usually meant there was a weakness hidden in strength, and in this case that could be the Kopiko product
being advertised, so advertisers tended to avoid the use of this conjunction. 3 Causal Conjunction
This conjunction was also rarely used in the commercial videos of Kopiko advertisement. There was one commercial video that used causal conjunction, as
seen in the Philippines’ Kopiko Cafe Blanca text, ‘So, what ii blanca?’. The
conjunction io was used to relate the previous sentence to the next sentence. In this advertisement case, the conjunction was relating the information about
Kopiko Cafe Blanca that was previously stated and then asking about it again for confirmation and reinstatement.
4 Temporal Conjunction This type of conjunction emphasizes the time adverbial that relates one
clause or phrase to move to the other clause or phrase in the next time span. Based on the data of Kopiko advertisements from the commercial videos
broadcasted in Indonesia and the Philippines, there were three advertisements that used temporal conjunction. The three commercial videos used temporal
conjunction now to emphasize the importance of the statement they were referring to. As seen in Indonesia’s Kopiko White Mocca video, ‘White coffee?
It’i io yeiterday. Now it’i Kopiko White Mocca.’, the conjunction now was used
to give strong statement that Kopiko White Mocca was the new trending coffee
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nowadays and that a simple white coffee was not popular anymore. The Philippines’ Kopiko LA Coffee also gave the similar impression as seen in its
video: ‘Now enjoy coffee without worrying about an upiet itomach.’. The
conjunction now in that sentence made the impression that Kopiko LA Coffee was the first coffee that did not harm the stomach.
5 Continuative Conjunction This conjunction was not found in the Kopiko advertisements from both
Indonesia and the Philippines. Based on the transcribed data, continuative conjunctions such as well, iurely, now, were not included in the advertisement
texts. This finding might be related to the fact that advertisement texts were precise with short but to the point sentences. Continuative conjunction is seen in
most other kinds of texts that describe or explain things, therefore it is rarely found in advertisement texts which do not need such conjunction.
c Substitution and Ellipsis
These two features of grammatical cohesion were used in Kopiko advertisements as seen in the data shown in figure 4.2. Substitution and ellipsis
are indeed two important features in language. 1 Substitution
The use of substitution was rarely seen in the commercial videos of Kopiko advertisement. As explained by Carter et al. 2001 and Halliday and Matthiessen
2004, substitution was used to avoid redundancy in a text or conversation. Halliday and Matthiessen 2004 say that the most known form of substitution
uses io, do, onei, and no or none, but Carter et al. 2001 also say that
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substitution can be in form of a single word or a shorter and simpler phrase replacing longer phrase or clause p. 197. The five forms of substitution were not
found in all transcripts of Kopiko advertisement from both Indonesia and the Philippines version, but the use of a shorter sequence of words is commonly seen
in them. Most of the product names mentioned in the video were replaced by it or thing. An example was seen in Indonesia’s version of Kopiko Brown Coffee
advertisement, the noun phrase Kopiko Brown Coffee was replaced with coffee mix in the next sentence, and that phrase was replaced again with the word it. The
Philippines’ version of Kopiko Brown Coffee showed that the product name, Kopiko Brown Coffee, was substituted by the word thing.
2 Ellipsis The omission of unnecessary words in a phrase, clause, or sentence, were
found in most of Kopiko advertisements. There were ten commercial videos that used ellipsis to either simplify the text or make an illusion to be closer toward
audience. Most ellipses that were found in the Kopiko advertisements were omitting the subject or the verb of the sentences, and most of them were in the
form of passive voice. The omission of it ii in most passive sentences were used for making the text simpler and more effective and attractive. Short phrases such
as ‘Unbelievable’, ‘Perfectly blended’, ‘Full of taite’, and ‘So imooth’ were not only effectively delivering the main message but also attracting the audience’s
attention right away.
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3. Information Structure of Kopiko Advertisements in Indonesia and the Philippines
