Advertisement Register analysis in english movie advertisements of www.21 cineplex.com (a sociolinguistics study)
From the definition above, it can be concluded that advertisement is one of mass communication means to be used for presentation and promotion of ideas,
products and services by an identified sponsors or company through impersonal media. It is not only to inform a product or services but also to persuade and to
convince the society. The use of word ‘art’ above implies that advertisement is not a solely a process of sending art in creating the advertisement in order to be more
interesting and attractive.
D.2 Aims of Advertisement
Kasali 1992 states that in general, advertisement has the aims to change prospective consumers to be loyal consumers for a certain period of time or to
develop positive attitude of the prospective consumers, so that they become loyal consumers in the future. Therefore, it is very important for the advertisers to know
why people read advertisement and how to create an attractive advertisement. Meanwhile, Crawford in Susanto 1977 states that the purposes of
advertisement are as follows: 1 To make the communicants realize and give them information about the products, services or ideas, 2 To arouse the communicant’s
feeling of advertised products, services or ideas, 3 To present the truth of the advertised products to the communicants and to persuade them to posses the
advertised products or rising the advertised services Susanto, 1977: 208 From those explanations, it can be concluded that the general aim of
advertisement is to help the producers in selling their products or services by achieving a good response from the public towards the advertised products or
services, which then leads to the next step, that is the action of purchase the advertised products and services.
Therefore, it is essential for the movie advertiser to select the language that can be clearly understood and has an influence on the audience. Moreover, he
or she may use the very beautiful language style; insert the very poetic and sweet words which may be tricky and tactical, or apply the very contrastive color and
illustration in their performance. All the variety of advertisement performance describes the advertiser’s creativity.
D.3 Elements of Advertisement
As explained in the research limitation, the language in advertisement is not only determined by linguistic factor but also non-linguistic ones. The non-
linguistic consists of social and situational factors. The advertisement elements which belong to the social factors are the producer, advertiser and consumer.
Meanwhile, the situational factors consist of the media of advertisement and the factor of goods and services. Those elements are clearly explained as follows:
1 The Producer
One of the main factors in advertisement is the producer. The producer is manufacturer or creator of goods that are produced for consumers or for a specific
target market http:www.answers.comtopicproducer. In line with this opinion, Sudiana 1986 has suggested that each advertisement have two “main sources”.
They are the producer and advertiser. Both of them have close relationship which influence communication system; such as authority and power attraction 1986:
9. It means that in advertising, it needs much of time, money, and high ability in
making attractive advertisement. Therefore the producer asks an experienced advertiser to inform the idea of certain advertisement.
2 The Consumer
According to Sudiana, he states that the success of advertisement is finally determined by the consumers whom decide to use or buy the goods or services
1986: 20. The consumers itself consist of various groups. Hence, the attractive advertisement will notice for whom the adve
rtisement is dedicated. The kids’ movie advertisement, for example, will use simple and funny language,
3 The Advertiser
Basically, the advertiser has the biggest role in the success of advertising. Here, the background of advertiser plays important role in influencing it. An
educated advertiser will create interesting advertisement which its language is attractive enough Sudiana: 1986: 13. Besides, an experienced advertiser who is
rich on wording will make more attractive language of advertisement since the language is very important in determining the success of advertisement.
4 Goods and Services
Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of
product or service. Goods are products and services are tasks done by people.
http:www.allbusiness.comglossariesgoods-services4942391-1.html. Further, according to Sudiana, he states that there are two kinds of goods which
are generally used by consumers. They are
consumer goods
—foodstuff, shampoo, soap, etc
—and
durable goods
, such as house, car, jewel, etc. Those goods are
advertised through certain media based on social groups together with
consumer services
. 1986: 9. 5
The advertisement media The last element that support in advertising is the media. According to
Jefkins, he defines that advertising media covers all set which contains or brings the sales messages to the consumers 1996: 39. It means that media in advertising
has important role to spread the advertisement within the community. Commercial advertising media can include television, newspaper, magazine, cinema, etc.