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3. Information Structure of Kopiko Advertisements in Indonesia and the Philippines
As one of the language features discussed here, information structure is essential in advertisement text because it is what makes the message clear for the
audience. This feature shows how the advertisers want the information to be delivered. It could be through the sentence functions, the verbs, and also the
theme. Based on the qualitative data analysis as seen in Appendix B, figure 4.3 showed the features of information structure in Kopiko advertisements in both
Indonesia and the Philippines.
Figure 4.3 The Information Structure of Kopiko Advertisements in Indonesia and the Philippines
Based on the quantitative analysis, Kopiko advertisements in Indonesia and the Philippines used various information structure. All of the advertisements used
statement in their texts, and most of them also used the present tense and active voice.
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a Sentence functions
Based on figure 4.3, sentences such as question, statement, command, and exclamation were found in the Kopiko advertisements.
1 Question There were four Kopiko advertisements that used question sentences, three
of them were from the Indonesia’s Kopiko commercial videos and one was from the Philippines. The shortest question was ”78
o
?” from the Kopiko 78
o
video, both the long and short version. A simple question without complete structure
such as ”White coffee?” was also used to represent the daily life conversation in Kopiko White Mocca video. The purpose of using those questions was to attract
the audience’s curiosity and interest. 2 Statement
Statements were the most used sentence function that were found in Kopiko advertisements. Since describing and explaining the features of the product was
part of advertisement texts, the use of statement was highly possible in all Kopiko advertisements. Statements that were found in Kopiko advertisement texts were
vary from simple statements such as “It’i taity.”, “I love it.”, “Full of taite.”, and “Firit claii.” to complete and complex sentences such as “Thii ii low claii
coffee, broken and over roaited.”, “Kopiko Brown Coffee, the number one mixed coffee that makei you go hmm.”, and “The cup that givei you the confidence to
itart the day.”. Those statements were used to either explain the features of the product or describe the feeling stimulated by the product.
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3 Command The use of command sentences was seen in seven texts of Kopiko
commercial videos. The sentences were known to have imperative function because they used verb at the beginning of the sentence instead of subject.
Sentences such as ‘Taite it”, ”Experience high quality coffee”, ”Feel the world with good vibe.”, and ”Wake up Philippinei.” had strong impact to persuade the
audience to be interested in their products. Moreover, commands had the power of moving audience toward the product directly.
4 Exclamation Most of the exclamations that were found in the Kopiko advertisements
were a single word expressing strong emotion from the speaker. Expressions such as ”Heavenly.”, ”Perfect.”, ”Unbelievable.”, ”Wow”, were used in several
commercial videos of both Indonesia and the Philippines’ Kopiko advertisements.
b Verbs
Verbs in the context of language features here includes tense and voice as the elements to see how information is delivered.
1 Tense Tense is one of the elements in this language feature that shows in what
kind of context the information is delivered in a text or speech. In Kopiko advertisements, most of the commercial videos used the present tense except for
two of Indonesia’s videos in which phrases were used instead of sentences. On the other hand, all the commercial videos of the Philippines’ Kopiko
advertisements contained sentences that used the present tense. There were some
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sentences that used the present tense together with other tenses such as the simple future tense, the simple past tense, and the present perfect progressive tense. The
use of the simple future was found in the commercial video of Kopiko 78
o
text, in which the sentence was “Taite it and you will love it.”. The first clause used the
simple present to ask the audience to do something and the second clause used the simple future to predict and ensure the audience’s response. In the dialogue
script of Kopiko Cafe Blanca video, two sentences showed the use of the present tense together with the past tense and the present perfect progressive tense. The
sentence “I knew it’i Blanca.” meant that the speaker previously predicted that it was Kopiko Cafe Blanca, then it was proven that it was indeed the same coffee.
Usually this expression was shortened into the simple past “I knew it.”, but here the speaker wanted to confirm what she had predicted and was proven right.
Another sentence was “Thii ii what I’ve been waiting for.”, also from the same text, it used the present tense and the present perfect progressive tense. The
findings showed that the present tense was mostly used in Kopiko advertisement texts. Although the present tense was mostly used as a language feature in
advertisement, there were other possible tenses that could be used appropriately with the present tense.
2 Voice Active and passive voice were the two elements in this language feature.
Both active and passive voice were found in Kopiko advertisement texts from Indonesia and the Philippines. Based on the sentences found in all transcribed
texts of Kopiko advertisement data, active voice was used more frequently than
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passive voice with active voice appeared in 94,34 of all sentences and passive voice appeared in 13,21 of all sentences. Some of the texts used both active and
passive voice in their sentences and the number of frequency was 7,55 of all sentences counted. For example, the sentence “Thii ii low claii coffee, broken
and over roaited.” was found in several Kopiko commercial videos. That sentence could be interpreted as “This is low class coffee, it is broken and over
roasted.”, which then had the first expression in active and the second in passive. It could be concluded that Kopiko advertisement texts mostly used active voice in
their sentences. The apparent use of active voice meant that the important information delivered by advertisers were the subject and object, which were the
products.
c Theme
According to Carter et al. 2001, theme is the links between sentences in a text that connect them so that they are completely tied together p. 152. Based on
Carter’s et al. opinion of theme, Kopiko advertisements from both Indonesia and the Philippines did not use theme in any of the advertisement texts. This finding
could be related to the fact that Kopiko advertisements did not use theme because it was not effective for a commercial video script. Based on the data of Kopiko
advertisements, all texts were short, precise, and effectively used to convey the message. Since theme focused on the links between sentences or clauses, it made
the sentences longer with elaborated description, while advertisements did not need that kind of text.
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B. The Similarities and Differences between Language Features of Kopiko Advertisements in Indonesia and the Philippines
Based on the data analysis of language features of Kopiko advertisements that included features such as lexical cohesion, grammatical cohesion, and
information structure, Kopiko advertisements in Indonesia and the Philippines were compared to see whether there was any significant similarity or difference
between them. Table 4.1 showed some similarities and differences of the language features that were identified in Kopiko advertisements.
Table 4.1 The Similarities and Differences between Kopiko Advertisements in Indonesia and the Philippines
Indonesia The Philippines
Lexical Cohesion
Using repetition in 5 of 6 videos Using repetition in 7 of 7 videos
Using synonymy of adjective in 1 of 6 videos
Using synonymy of adjective in 1 of 7 videos
Using hyponymy in 1 of 6 videos Using hyponymy in 1 of 7 videos
No meronymy No meronymy
Using collocation in 3 of 6 videos, all different types and specific feature
Using collocation in 4 of 7 videos, 3 of 4 are the same with general feature
Grammatical Cohesion
Using personal reference in 5 of 6 videos, demonstrative reference in 1 of 6 videos,
and comparative reference in 4 of 6 videos Using personal reference in 7 of 7
videos, demonstrative reference in 6 of 7 videos, and comparative reference in
1 of 7 videos
Using more 4 of 5 conjunction types Using 2 of 5 conjunction types
Using additive conjunction ‘and’ in 3 of 6 videos and temporal conjunction ‘now’ in 1
of 6 videos Using additive conjunction ‘and’ in 6 of
7 videos and temporal conjunction ‘now’ in 2 of 7 videos
Using substitution ‘it’ in 2 of 6 videos Using substitution ‘it’ in 2 of 7 videos
and substitution ‘thing’ in 1 video Using ellipsis in 5 of 6 videos
Using ellipsis in 5 of 7 videos
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Information Structure
Using question in 3 of 6 videos Using question in 1 of 7 videos
Using statement in all 6 videos Using statement in all 7 videos
Using command in 2 of 6 videos Using command in 5 of 7 videos
Using exclamation in 3 of 6 videos Using exclamation in 2 of 7 videos
Using present tense in 4 of 6 videos Using present tense in all 7 videos
Using active voice in 4 of 6 videos and passive voice in 2 videos
Using active voice in all 7 videos and passive voice in 4 videos
Using no theme Using no theme
1. Based on Lexical Cohesion
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