Thematic Structure in Selected Advertisemen in People Magazine

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THEMATIC STRUCTURE IN SELECTED ADVERTISEMENTS IN PEOPLE MAGAZINE

A THESIS

IVO NOVITA S S REG. NO. 100705039

DEPARTMENT OF ENGLISH

FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN 2014

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THEMATIC STRUCTURE IN SELECTED ADVERTISEMENT IN PEOPLE MAGAZINE

A THESIS BY

IVO NOVITA S S REG. NO. 100705039

SUPERVISOR CO-SUPERVISOR

Dr. Eddy Setia, M. Ed. TESP

NIP. 19570412 198403 1 001 NIP. 19570803 198404 1004

Drs. Chairul Husni, M. Ed. TESOL

Submitted to Faculty of Cultural Studies University of Sumatera Utara Medan in partial fulfillment of the requirements for the degree of Sarjana Sastra from Department of English.

DEPARTMENT OF ENGLISH

FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN 2014

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Approved by the Department of English, Faculty of Cultural Studies University of Sumatera Utara (USU) Medan as thesis for The Sarjana Sastra Examination.

Head, Secretary,

Dr. H. Muhizar Muchtar, MS

NIP. 19541117 198003 1 002 NIP. 19750209 200812 1 002

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Accepted by the Board of Examiners in partial fulfillment of requirements for the degree of Sarjana Sastra from the English Department, Faculty of Cultural Studies University of Sumatera Utara.

The examination is held in the Faculty of Cultural Studies University of Sumatera Utara on Friday July 18th, 2014

The Dean of Faculty of Cultural Studies University of Sumatera Utara

NIP.19511013 197603 1 001 Dr. H. Syahron Lubis, MA

Board of Examiners

Dr. H. Muhizar Muchtar, MS ………..

Rahmadsyah Rangkuti, M. A. Ph. D ………..

Dr. Eddy Setia, M. Ed. TESP ………..

Prof. Hj. T. Silvana Sinar, M.A. Ph. D ………..

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AUTHOR’S DECLARATION

I, IVO NOVITA S S DECLARE THAT I AM THE SOLE AUTHOR OF THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A THESIS BY WHICH I HAVE QUALIFIED FOR OR AWARDED ANOTHER DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT DUE ACKNOWLEDGEMENTS IN THE MAIN TEXT OF THIS THESIS. THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER DEGREE IN ANY TERTIARY EDUCATION.

Signed :

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COPYRIGHT DECLARATION

NAME : IVO NOVITA S S

TITLE OF THESIS : THEME AND RHEME IN SELECTED

ADVERTISEMENTS IN PEOPLE MAGAZINE

QUALIFICATION : S-1/SARJANA SASTRA DEPARTMENT : ENGLISH

I AM WILLING THAT MY THESIS SHOULD BE AVALIABLE FOR REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES, UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW OF THE REPUBLIC OF INDONESIA.

Signed :

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ACKNOWLEDGMENTS

In the name of the Holy Father, and The Son, and The Holy Spirit, Amen. My gratitude for God for the blessing He gives me in writing this thesis. It is not my power that I could finish my study in this department, but His. Jesus, You are my everything…

First, I would like to thank the Dean of Faculty of Cultural Studies Dr. Drs. Syahron Lubis, MA, the head of Department of English Dr. Drs. Muhizar Muchtar , M.S, the secretary, Dr. Rahmadsyah Rangkuti, M.A. Ph. D, and all the lecturer that have given guidance in studying in this faculty. I also would like to thank my supervisors, Dr. Eddy Setia, M. Ed. TESP and Drs. Chairul Husni, M. Ed. TESOL for the support, guidance and advices in writing my thesis. May God bless you. And also I thank Bang Mistam for all the help you gave me during my study.

My special thank is for my beloved parents Mr. D. Silalahi and Mrs. A. Napitupulu. Thank you Pak, Mak, for your endless love, supports and care. May God bless you. And also for my two brothers Chandra Frans Daniel Silalahi and Pranata Yosua Silalahi, I love you. Hope you two grow well and much blessed.

I also thank new my family in Medan Apartemen ’26 K’ Iren, Lenny, K’ Maris, K Sab, K Yosi, K Ela, K Way, Dona and Via. For my family and friends in Sant’ Egidio Community Medan whose name I cannot write one by one. Sorry guys, but I love you all. My special thanks for my girls in Asrama Putri USU, Pesta Nita, Rani, Mian, Detta, Step, Sastri, K’ Dina, K’ Lin, K’ Nyerli, K’ Iren, K’ Del, K’ Shinta and Oca. Without you all, my life’s story would never be the same.

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My grateful thanks is for by ‘best friend’ during my study in this faculty, Mr. Marbun, thank you for being with me up till now, giving me support and courage. Keep humble and spirit, Bo. And for my allies Ayu Imelda my pal, Devi, Stephanie, Novi, and Inun, thanks for our stories, guys.

Finally I would like to thank everybody who had helped me during my study and during the writing of this thesis. I pray you may God bless you, and me.

Medan, July 2014 The writer,

Ivo Novita Sari Silalahi Reg. No 100705039

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ABSTRAK

Skripsi berjudul “Theme and Rheme in Selected Advertisement in People Magazine” merupakan suatu analisis tentang fungsi textual, khususnya tentang Tema yang terdapat pada beberapa iklan yang dipilih dari Majalah PEOPLE. Tujuan penulisan skripsi ini adalah untuk menentukan Tema – Rema pada iklan dan menetukan jenis Tema yang digunakan, serta menunjukkan bagaimana teks iklan tersebut dibangun. Teori yang digunakan adalah teori Halliday yang membagi tema menjadi 4 jenis, yaitu: Tema Topikal, Tema Interpersonal, Tema Tekstual, dan Tema Majemuk (Multiple). Untuk mengetahui pengembangan Tema, digunakan Teori Enggins yang membagi pengembangan tema menjadi 3 jenis, yaitu: Pengembangan Tema Berulang (Reiteration Pattern), Pengembangan Tema Zig-zag, dan Pengembangan Tema Rema Majemuk (Multiple Rheme Pattern). Penelitian ini menggunakan metode deskriptif kualitatif. Data diperoleh dengan pemilihan sample secara acak. Dari 12 iklan yang dipilih, terkumpul sebanyak 102 klausa. Setelah data dianalisis, ditemukan bahwa Tema Topikal digunakan sebanyak 95 klausa, Tema Interpersonal sebanyak 5 klausa, Tema Tekstual sebanyak 26 klausa, dan Tema Majemuk sebanyak 28 klausa. Juga ditemukan bahwa seluruh iklan yang dianalisis dibangun dengan menggunakan Pengembangan Tema Pengulangan. Dari hasil temuan tersebut maka disimpulkan bahwa pada teks iklan di majalah People yang diteliti Tema Topikal digunakan secara dominan dan seluruh teks dibangun dengan menggunakan Pengembangan Tema Pengulangan.

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ABSTRACT

The thesis entitled “Theme and Rheme in Selected Advertisement in People Magazine” is an analysis of Textual Function, especially the Thematic Structure found in several selected advertisements in PEOPLE Magazine. The objective of this study is to determine the Theme and Rheme in the advertisements, to determine the types of Themes used, and to find out how the Themes Development in the advertisements in People Magazine. In this thesis used Halliday’s theory which defines 4 types of Themes. They are: Topical Theme, Interpersonal Theme, Textual Theme and Multiple Theme. To analyze the Theme development, it is used Enggins’ theory which defines the Theme Development into 3 types: Reiteration Pattern, Zigzag Pattern, and Multiple Rheme Pattern. This thesis applies descriptive qualitative method. The data source is obtained by randomly selecting the advertisements. From the 12 advertisements selected, there are found 102 clauses. After the analysis, it is found that there are 95 Topical Theme, 5 Interpersonal Theme, 26 Textual Theme, and 28 Multiple Theme. It is also found that all of the advertisement texts analyzed are built by using the Reiteration Pattern. From these findings it is concluded that in the advertisement in People Magazine, the Topical Theme is used dominantly and all of the text which has been analyzed is built by using the Reiteration Pattern.

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TABLE OF CONTENTS

AUTHOR’S DECLARATION ... v

COPYRIGHT DECLARATION ... vi

ACKNOWLEDGEMENTS ... vii

ABSTRAK ... ix

ABSTRACT ... x

TABLE OF CONTENTS ... xi

CHAPTER I. INTRODUCTION 1.1 Background of the Study ... 1

1.2 Problem of the Study ... 4

1.3 Objectives of the Study ... 4

1.4 Scope of the Study ... 4

1.5 Significance of the Study... 5

CHAPTER II. REVIEW OF LITERATURE 2.1 Textual Function ... 6

2.2 Thematic Structure ... 7

2.2.1 Theme ... 7

2.2.2 Rheme ... 9

2.3 The Types of Theme ... 10

2.3.1 Ideational Theme ... 10

2.3.2 Interpersonal Theme ... 14

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2.3.4 Multiple Theme ... 17

2.4 Method Of Development ... 18

2.4.1 Theme Reiteration ... 19

2.4.2 Theme Zigzag ... 19

2.4.3 Multiple Rheme Pattern ... 20

2.5. Relevant Studies ... 21

CHAPTER III. RESEARCH METHODOLOGY 3.1. Research Method ... 23

3.2. Data and Data Source ... 23

3.3. Data Collecting Method ... 24

3.4. Data Analyzing Method ... 24

CHAPTER IV. ANALYSIS AND FINDINGS 4.1 Introduction ... 28

4.2 Data Analysis ... 28

4.2.1 Topical Theme ... 29

4.2.2 Interpersonal Theme ... 35

4.2.3 Textual Theme ... 37

4.2.4 Multiple Theme ... 41

4.3 Finding of Types of Theme ... 44

4.4 Method of Development ... 46

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CHAPTER V. CONCLUSIONS AND SUGGESTIONS

5.1. Conclusions ... 64

5.2. Suggestions ... 65

REFERENCE ... xiii

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ABSTRAK

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ABSTRACT

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CHAPTER I INTRODUCTION

1.1 Background of the Study

Language is used to share idea. It is including persuading people. The meaning of ‘to persuade’ is to make someone agree to do something by giving him/her good reasons for doing it, such as: using cosmetics products, buying vehicles or making infestations. To persuade is one of the main purposes of advertisements.

Advertisement as a promotion tool has an important role in the effort to make marketing of products to be successful. It is used to convey certain information about products, services, or ideas to the target markets. A good advertisement can attract the target markets to be aware of the product, and then to encourage them to buy it. As a result, it has a beneficial effect to increase the sale of products. J. Thomas Russell and W Roland Lane, in Kazmi (2004) have defined advertising in the following words: “Advertising is a message paid for by an identified sponsor and delivered though some medium of mass communication. Advertising is persuasive communication.” Therefore, we may conclude that advertisement has some elements: (1) messages, (2) sponsor, (3) mass media, (4) persuade or influence.

Advertising can be done in two ways. It can be electronic advertisements (by using electronic media such as TV, radio, or computer), and display advertisement (such as newspaper, posters, catalogues, magazines, etc.) As a promotion tool, in order to give information and to attract the reader, advertisements do not only consist

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of words but also pictures and illustrations. So, there are usually limited words used in the display advertisement.

When the advertiser tries to convey the information, she/he always thinks how to manage the words in a sentence so the information will be understood by the consumers. Sentences in advertisements are structured in such away to attract the readers. Thus, the advertiser must consider how she/ he structured the information: what is put, where and why.

The information is the message of the advertisement. The difference of the information arrangement makes the difference of the message. It can be exemplified as below:

(1.a) Gerber Generation is the favorite food in America.

(1.b) The favorite food in America is Gerber Generation.

These two sentences seem to be alike except the structure. In the example (1.a) the advertisement talks about the name of a product. It is ‘Gerber Generation’, not the other products. In the example (1.b), it talks about ‘The favorite food in America’. It is not about the favorite drink neither is the favorite food in Africa.

In Discourse Analysis, the structure of information is discussed in Thematic Structure. It is Theme- and Rheme system which is introduced by M.A.K Halliday. The thematic structure views that the function of language is as message. At this point, clauses are considered as messages. The language is used to built a message to other messages; a clause to other clauses. A message can be related to preceding or following discourse or to the content. This function is realized by Theme-Rheme system.

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Gerot and Wignel (1994:103) state that in English the Theme can be identified as that or those elements which come first in the clause. Theme represents ‘This is what I’m talking about’ and Rheme is ‘This is what I am saying about it’. The interaction of the Theme and Rheme governs how information in a text develops. The boundary between Theme and Rheme is simple: Theme is the beginning of the clause conveying what is the clause about. So, we can find the topic of the information in a Theme. Rheme is the rest of the clause. The information is typically contained in the Rheme. Theme can be divided in to three categories: Ideational Themes, Textual Themes, and Interpersonal Themes. In this thesis, the writer wants to analyze the Theme used in the advertisements based on these distributions.

The analysis of Theme-Rheme system which is a term of clause as message constructing a text is needed to see the distribution of information of the products in every clause. Moreover, we can reveal what kinds of item or concept are explored as the points of view on the texts of advertisements.

The writer plans to analyze the advertisements taken from People Magazine. People Magazine is a weekly American magazine of celebrity and human-interest stories, published by Time Inc. People Magazine contains many advertisements, which most of them are life style advertisements such as women cosmetics, health products, foods, pet’s food, accessories, diet food, and fashion items.

The writer is interested in analyzing advertisements from People Magazine because it is one of the most famous magazines in the word. ‘People’ has the largest audience of any American magazine with a readership of 46.6 million adults. The advertisements in People Magazine attract many readers. It has achieved a great

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appreciation by being named "Magazine of the Year" by 2005 for advertising.

1.2 Problem of the Study

In this analysis, there are some questions to be answered. These questions are the problems that need solution, they are:

1. What types of Themes are found in the advertisements in People Magazine?

2. How is Themes Development in the advertisements in People Magazine?

1.3Objectives of the Study

In relation of the problem, the objectives of this analysis are:

1. To find out the types of Themes in advertisements in the People Magazine.

2. To find out how Themes Development in the advertisements in People Magazine is.

1.4 Scope of the Study

In research, it is important to limit the analysis on specific data that has been chosen. This research will be done on the text of advertisements in People Magazine. The analysis only concerns with the Textual Function which sees clauses as messages. In other words, we only focus to the Theme and Rheme used in these advertisements and its distribution which explained by M.A.K Halliday: Ideational or

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topical Themes, Textual Themes, Interpersonal Themes, and Multiple Themes. In addition, this thesis also concern to the types of Method of Theme Development which explained by Suzanne Enggins.

1.5 Significance of the Study

The writer hopes this study is able to give the information about Theme and Rheme to the readers. This thesis is also expected to explain how the advertisements deliver their messages concerning with its information arrangement. For the readers, this analysis is expected to encourage people to be more critical in reading advertisement and also can help people to learn how to make a good advertisement.

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CHAPTER II

REVIEW OF LITERATURE

2.1 Textual Function of Language

The textual function of language is an interpretation of language in its function as a message, which is a text forming function of language. It means that the textual represents the speaker’s text forming potential and it makes language relevant. The textual meaning is concerned with how intra clausal elements are organized to make meanings in this the textual function indicates the way the text is organized or structured.

The textual meaning of language (clause) in its function as a message is realized by the Theme System of language. The Theme system of the clause comprises two major elements, they are Theme and Rheme.

Considering that clauses are messages, Gerot (1994) states that a message comes to somewhere and leads to somewhere. It means that there is a departure point of message as well as the arrival point. The departure point of the message is called Theme and the arrival point is called Rheme. Theme provides the settings for the remainder of the sentence. Rheme is the remainder of the message in a clause in which Theme is developed, that is to say, Rheme typically contains unfamiliar or new information. New information is knowledge that a writer assumes the reader does not know, but needs to have in order to follow the progression of the argument. Thus, display advertisements can be analyzed by using Halliday concept to see that a text as a message.

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2.2 Thematic Structure

In using discourse the main purpose and target of to communicate is to transmit the messages. The message exists in clause. In order to interpret and to get the message, we may analyze the structure of the clause which gives the clause its character as a message. This structure is called thematic structure.

2.2.1 Theme

Theme structures express the organization of the message: how the clause relates to the surrounding discourse, and to the context of situation in which it is being produced. These three sets of options together determine the structural shape of the clause.

According to Halliday (2004:64), The Theme is the element which serves as the point of departure of the message; it is that which locates and orients the clause within its context. It means that Theme come first in the clause. It connects the message with the context. In other words we might say that Theme introduces the context of the clause.

Halliday (2004: 66) says that generally Theme of a clause is the first group or phrase that has some function in experiential structure of the clause. It can be participant, circumstance or process. Theme is usually as the subject, but it may also be as a verb, a complement and an adverbial. Theme depends on first element of the clause. So, Theme is always in the code of the clause and it is followed by a Rheme. When the clause changes in order of its elements the Theme and Rheme also changes.

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For examples:

(2.a) Henry Ford built his first car in the backyard.

Henry Ford built his first car in the backyard.

Theme Rheme

(2.b) In the backyard Henry Ford built his first car. In the backyard, Henry Ford built his first car.

Theme Rheme

(2.c) His first car was built by Henry Ford in the backyard His first car was built by Henry Ford in the backyard.

Theme Rheme

In the first sentence, Henry Ford is Theme as a subject which is a person, in the second sentence, In the backyard is Theme as spatial expression which talks about place and the third sentence His first car is Theme as nonperson subject.

Theme in a simple sentence may be simple or multiple. A simple Theme is coded by one element of the clause that is a process, participant or circumstance. The multiple Theme is comprised of topical, interpersonal and textual one. The guiding principle of the thematic structure is that the Theme always contains one, and only one, the topical Theme. (Halliday, 2004:79)

In relation to this study, the writer will describe the form of Themes and Rheme in advertisements in getting more information from the magazine, especially that in People magazine.

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2.2.2 Rheme

Theme and Rheme are always together in connected text. The definition of the Rheme is that it is part of the clause in which the Theme developed. Since we typically depart from the familiar to head towards the unfamiliar, the Rheme typically contains unfamiliar or new information.

In other statement, Rheme is simply the rest of the sentence, the part which is not Theme. Rheme is the comment of the clause. Rheme is what the speaker says about the Theme. In other words Rheme is the rest of the message of the clause after the Theme. It means that Rheme is where the clause moves after the point of departure.

To understand the identification criteria for the Rheme is simple. Thus, once we have identified the Theme in a clause, we have also identifies the Rheme. For examples:

(3.a) Jack and Jill went up the hill Jack and Jill went up the hill

Theme Rheme

(3.b) Up the hillJack and Jill went Up the hill Jack and Jill went

Theme Rheme

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2.3 The Types of Theme 2.3.1 Ideational 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. When the topical Theme places at the first part in a clause, it means that the Theme is simple Theme. But if the Theme is doing not place at the first element of a clause, it means that the clause combine with the other kinds of Theme and it’s mean that this kind of Theme is the complex Theme.

According to Halliday (1994: 53) Ideational Theme is signaled by element beside the interpersonal and textual member of Theme. Logically, in complex Theme, the topical Theme is also possible marked or unmarked Theme. In conclude, topical Theme is the first part of a clause when it is a simple Theme and it can be not at the first part of a clause when it is a complex or as a member of the complex Theme.

Ideational or topical Theme can be divided into two kinds; they are marked Theme and unmarked Theme. Marked Theme is a Theme when the first part of the transitivity system is not a subject, that’s why the Theme needed to be marked. So the marked Theme is the Theme in a clause which the function n a clause is a not subject, it can be as verb, Adverb, etc. For example given by Enggins (2004: 319) :

(4) In the city Diana donated blood. In the city Diana donated blood

Topical

Rheme Marked Theme

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Unmarked Theme is a Theme n a clause which the function n a clause is as the subject .that’s why it doesn’t have to be marked. It is the unmarked one. For this point, Halliday (1994:43) said: “We shall refer to the mapping of Theme on to subject as the marked Theme of a declarative clause. A Theme that is something other than subject, in a declarative clause, we shall refer to as a marked Theme.” the example is given by Enggins below:

(5) Diana has donated blood 36 times.

Diana has donated the blood 36 times.

Topical

Rheme Unmarked Theme

The difference between marked and unmarked Theme is exemplified as below:

Topical Theme Unmarked Topical Theme Marked

1 you+ can’t store protein protein + you can’t store 2 but you+ can’t store protein but protein + you can’t store 3 however you + can’t store protein however protein + you can’t store

Table 2.1 Table of differences Marked and Unmarked Theme

Halliday determines the unmarked Theme and marked Theme in declarative clause as the table below:

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Function Class Theme Example Clause Example Unmarked Theme Subject Subject Subject Nominal Group: pronoun as head

Nominal Group: common or proper noun as head

nominalization

I, you, we , he ,she, they, it, there

a wise old owl, Mary, the king of hearts, London Bridge

what I want

• I# had a little nut tree • She # went to the baker

• There # were three jovial Welshmen

• a wise old owl # lived in an oak • Mary# had a little lamb

• London Bridge is fallen down

• What I want # is a proper cup of the coffee. Marked Theme Adjunct Complement adverbial group, prepositional phrase nominal group, nominalization

merrily, in spring, on Saturday night

A bag-pudding,

what they could not eat that night

• merrily# we roll along

• on Saturday night# I lost my wife.

• a bag-pudding# the King did make

• what they could not eat that night # the Queen next morning fried.

Table 2.1 Theme in declarative clause by Halliday (1985: 46)

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The main principle in identifying the Theme of the clause is that a clause must contain one, and only one topical Theme. Once we have identified the topical Theme in the clause, we can consign all the remaining clause constituents to the Theme role. (Enggins, 2004: 302)

For example:

(6) In Greece they give you nothing. In Greece they give you nothing.

Topical

Rheme Marked Theme

The first constituent is a circumstance of location, therefore it is a topical Theme. The rest of the clause is Rheme.

(7) However, cries are discomforting.

However, cries are discomforting.

Topical Theme

Rheme Theme

In this clause, the first constituent is a textual Theme, it is ‘however’. It is followed by the subject of the carrier ‘cries’ as the Topical Theme. All the constituents after the topical Theme are part of Rheme.

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2.3.2 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. Finite in interpersonal function is realized by an auxiliary. In a clause indicates that a respond is expected from the addressee. Finite as Theme in a clause make the type of the sentence in a question or imperative form and sometimes in inversion form. If it is as simple Theme, but it is as a part of complex Theme, it is not must or inference the sentence or clause mood. For example (Gerot, 1994:111):

(8) Did we decide to wait?

Did we decide to wait?

Interpersonal Theme Rheme

A WH-element covers all of WH-question word as Theme in a clause whether it is as simple or complex Theme, such as: what, when, where, why, whom, which, whose, and also how. The WH-question makes the mood of the clause always in question form for the simple Theme but if it is complex Theme is isn’t always in question form, for example:

(9) What time we will go tomorrow?

What time will we go tomorrow?

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Vocative indicates persons or the names of the person to whom the information is asked. Vocative Theme always separated by commas because in this chance the name of the person indicates as the person to whom the question is asked. Vocative always in terms of person’s name, for example: (Gerot, 1994:110)

(10) Mary, we decided to wait until next week?

Mary, We decide to wait until next week?

Interpersonal Theme Rheme

Modal Adjunct in interpersonal Theme typically is coded by certain adverb in a clause. Adjunct commonly functions as Theme. Adjunct as Theme in a clause provide or indicates the speaker’s comment, and assessment or attitude towards the message, for example (Gerot, 1994:110):

(11) Perhaps, we can wait until next week.

Perhaps, we can wait until next week. Interpersonal Theme Rheme

2.3.3 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, (4) continuatives. It is different from interpersonal Theme, textual Theme concern to the cohesive part of a clause or text, in interpersonal Theme it is concern to the part of a clause. Conjunctions link have two sentences or clause in

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coordination relation. So for the conjunction, it is only the coordinate conjunction such as: and, but, so, whether, when, while, etc.

For example (Enggins, 1994:306):

(12) And he proposes marriage.

And he proposes marriage.

Textual Theme Topical Themes

Rheme Theme

Relatives also relate a dependent clause to another clause, relatives relate to the clause by using the relative pronouns such as: which, what, who, when, where, etc in sentence which the Theme is the relative element, the sentence must consist of one independent clause and one subordinate clause. What we call as complex sentence.

For example:

(13) The house which we are going to buy had been sold.

The house which we are going to buy had been sold.

Topical Textual Theme

Rheme Theme

Conjunctives indicate by a transitional signal which provides a cohesive like to the discourse. By a conjunctive and the text, the condition of the text can be cohesive. The conjunctives such as: consequently, furthermore, in addition, in conclusion, as the matter of fact, etc.

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For example (Gerot, 1994:106):

(14) Well, on the other hand, we could wait.

Well, on the other hand, we could wait

Textual Theme Textual Theme _{Topical Theme}

Rheme Theme

Continuatives also make the condition of a text cohesive. Continuatives indicate a relationship to the previous discourse. By continuatives, we can know what they continue idea from the continue idea from the previous chapter or discourse. Continuatives such as: right, well, oh, thus, etc.

For example, in Gerot (1994: 106):

(15) Right, what we needed to do today is revise for our test. Right, what we need to day is revise for our best.

Textual Theme Topical Theme

Rheme Theme

2.3.4 Multiple Themes

The Theme and Rheme is the basic form of the organization of the clause of the message. 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.

For Example given by Gerot and Wignel (1994:108)

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But, Mary, surely we can wait until next week Textual Interpersonal Interpersonal Topical

Rheme Theme

From the example above we can see the Theme and Rheme inside the sentence where the Theme “well, kids, tomorrow we and the left clause “will go to the zoo is the Rheme.

But, Mary, surely we

Theme Rheme

can wait until next week.

Then, based on textual function we can see that there is three kinds Theme in that sentence, they are textual Theme, interpersonal Theme, and textual Theme. Textual Theme : but

Interpersonal Theme : Mary, surely Topical Theme : we

2.4 Method of Development

According to Enggins (2004:324) method of development of Theme is very significant contribution because it deals with how Thematic elements succeed each other. It means that considering how the development of theme is important to make the information connected cohesively. The Theme selection is connected with how the information is developed in the text. Fries in Martin (1997:434) says that the combination of Themes in the text is known as the Thematic development.

Three main patterns of Thematic development can be observed as below: (Enggins:324)

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2.4.1 Theme Re-Iteration

Theme Re-Iteration is a basic way to keep a text focused. The Theme is repeated to build the next information. This type of Thematic pattern, where the same element occurs regularly as Theme. It can be demonstrated as below:

Theme1 Rheme1

Theme1 Rheme2

Theme1 Rheme3 Diagram 2.2 Re-Iteration Pattern This pattern is exemplified is this text:

1. Mr. Black

is our new neighbor.

lives next to our apartment.

seems like to sing.

sings every time.

2.4.2 Theme Zig-zag

, somehow, bother us with his singing.

In this pattern, an element which is introduced in the Rheme in the clause 1 get promoted to become the Theme of clause 2. The Theme is built from an element

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in the previous Rheme. The Zig-zag Pattern achieves cohesion in the text by building on newly introduced information. This pattern can be diagrammed in Figured 2.3

Clause 1 Theme Rheme

Clause 2 Theme Rheme

Clause 3 Theme Rheme

Diagram 2.2 Re-Iteration Pattern The text below is an example of Zig-zag Pattern

1. For Christin Poirier, psychology is central to her occupation as a

social worker

As a social worker, Poirier works at a community mental health center

where she helps children and adolescents

who

(Source Introduction to Psychology: a module, not published) are experiencing emotional or behavioral difficulties or both.

2.4.3 The Multiple-Rheme Pattern

In this pattern, the Theme of one clause introduces a number of different pieces of information, each of which is then picked up and made Theme in subsequent clause. This Theme often provides the underlying organizing principle

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elaborating on each of main thematic points. In the other words, the multiple Rheme consist of the Zig-zag Pattern and Re-iteration Pattern to elaborate the information in the text. The multiple-Rheme pattern of thematic development can be diagrammatically figured as below:

Clause 1 Theme Rheme

Clause 2 Theme pRheme

Clause 3 Theme Rheme

Clause 4 Theme Rheme

For example:

Text 1.

The three main reasons babies cry are hunger, cold, and illness

Hunger can be determined by considering when the baby was last fed. .

Babies feel cold more actually than we do and the smaller the baby, the more warmly it should be wrapped up.

Finally, sickness of pain may also be signaled by crying.

(Source: Enggins, 2004:325)

a b c

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Text 2.

There are many things people remember about sixties.

Some people remember it for mini-skirts, the Beatles, hippies, and the flower children.

(Richards’ Intercahnge I, 1991:7)

was a time when young people owned the world and thought that anything was possible.

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CHAPTER III

RESEARCH METHODOLOGY

3.1 Research Method

This thesis applies descriptive qualitative method, namely by identifying and analyzing the Theme in advertisements in People Magazine. Hamidi (2004) explains in his book that qualitative method is a procedure which results a descriptive data. Moleong (2004:3) says that qualitative research is the research that the data collected consist of words, pictures, and not number, and the background of descriptive research is interpretative paradigm, and does not on result but in the prioritizes the process of research. In this thesis, this method will be applied by giving the distribution of Theme and Rheme found in the advertisements in People Magazine.

3.2 Data and Data Source

The data is the every clause found 12 selected advertisements in People Magazine. There are found 102 clauses to be analyzed. The source of the data is the advertisements in People Magazine published in July 8th 2013. The advertisements selected are : Olay Regenerist, Olay Regenerist Eyelash Duo, Clinique, Aveeno Active Natural, Banana boat Protect & Hydrate, Miracle whip, Gerber Graduates Snacks, A.1. Steak Sauce, Dreyer’s Outshine Fruit Bars, Ore Ida Tater Tots; Bio True Contact Len, and Ovarian .

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3.3 Data Collecting Method

The method that is used in collecting the data is documentation method since the data source is written source. Nawawi (1991:133) states that documentation method is a technique of collecting data by categorizing and classifying the written document that has relation with the problem discussed, whether from document or books, newspaper, magazine, etc.

3.3 Data Analyzing Method

In writing this thesis the writer uses descriptive qualitative method. Miles and Huberman (1992:20) explain that there are four main components in descriptive qualitative research. Those components can be portrayed as bellows.

Picture 3.1 Components of Data Analysis by Miles and Huberman The steps of analyzing the data are explained as follows:

1. Data Collection.

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this magazine. The advertisements is reduced so12 advertisements are selected. The advertisements are selected based from the clause contained in the advertisements. The advertisement must has at least 4 clauses to be analyzed.

2. Data Reduction

Next, the sentences found in data source are divided into clauses. The data used are every single major clause found in selected advertisement.

3. Data Display

In this step, the data will be analyzed in two ways to answer the previous problems in chapter I.

a. First, the every clause is classified and analyzed by applying Halliday’s theory. It is displayed in a table to make the analysis clear. The explanations of the table are described under the table. Here are some examples found in the People Magazine:

1. Ideational Themes

The Gerber Generation has a firm grasp on nutrition.

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.

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2. Interpersonal Themes

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 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.

b. After that, the pattern of Theme Development is determined by applying Enggins’ theory to find whether the text use Reiteration Pattern, Zig-zag Pattern or Multiple Pattern.

Below is an example of the analysis:

The Gerber Generation has a firm grasp on nutrition.

Gerber Graduates Snacks -made with the goodness of whole grains. The nutrition and feeding experts at Gerber. Gerber have created delicious snacks that aren’t just nutritious but designed specifically to help your little one develop those essential feeding skills.

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Clause 1 T1 (The Gerber Generation)

Clause 2 T2 (

R1 (has.… nutrition.)

Gerber Graduates Snacks)

Clause 3 T3 (

R2 (-made with … grains)

The nutrition … Gerber)

In this advertisement, the Themes are developed by using Reiteration pattern. The first Theme “The Gerber Generation” is reiterated as the element of Theme in the Clause 2 “Gerber Graduates Snacks”. The Theme on the Clause 3 “The nutrition and feeding experts at Gerber” is also built from the preceding Theme.

R3 (have ... feeding skills).

4. Conclusion

Finally, the conclusions answering the problems of this thesis are derived according to the previous analysis. The suggestions also offered for the readers using this thesis.

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CHAPTER IV

ANALYSIS AND FINDINGS

4.1Introduction

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.

4.2Data Analysis

The source of the data is the advertisements in People Magazine published in July 8th 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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4.2.1Ideational (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

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 UVA/UVB protection and aloe vera. (Banana Boat Protect and Hydrate)

Banana Boat Protect and Hydrate

provides all-day moisture with broad spectrum UVA/UVB 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 UVA/UVB 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

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.

4.2.3Textual Theme

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 addtwo 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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4.2.4Multiple 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

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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

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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

In this part is explained how is the Theme Development of advertisement text in People Magazine which is published at 8 July 2013. There are 10 advertisements displayed and analyzed in this part.

1. Text 1: OLAY REGENERIST

See brighter, firmer eyes in just one week.

Just see what this amazing duel eye treatment can do.

Step one: Firms around the eyes. Gently dap the cream around your eyes to soften

the appearance of lines and smooth the look of the lids.

Step two: Instantly thicken lashes. Use the brush to sweep your lashes with the

serum to coat condition

Start today and have eyes that say “Wow” in just one week

The thematic development of this advertisement is analyzed as below:

Clause 1 T1 (See)

Clause 2 T2 (

R1 (brighter …just one week.)

Just see) R2 (what …. treatment can do

Clause 3 T3 (

Step one)

Clause 4 T4 (

R3 (firms around the eyes.)

Gently dap)

Clause 5 T5 (

R4 (the cream … the lids.)

Step two)

Clause 6 T6 (

R5 (instantly thicken lashes.)

Use)

Clause 7 T7 (Start) R7 (today and have

R6 (the brush … condition.)

Clause 8 T8 (

eyes)

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As can be seen, in this text is developed by using Re-Iteration pattern, Multiple-Rheme pattern, and Zigzag pattern. the first and second Imperative Themes, ‘see’ is used the Reiteration pattern. The next Themes “Step one” and “Step two” are built from the Second Rheme “what this amazing duel eye treatment can do” by using multiple Rheme Pattern. The Zigzag pattern is used in the last Theme “That” which refers to the previous Rheme “eyes”.

2. Text 2: OLAY REGERNERIST EYE AND LASH DUO

Sizzle with a chic summertime look.

It all starts with Olay Regenerist Eye and Lash Duo. Help avoid make up meltdowns by

prepping eye for color, use the lotion to smooth skin’s appearance around the eyes and

then the serum to help reveal thicker, fuller lashes. Now you’re ready to create a

dramatic eye – use a black liquid liner to draw a thick line across the lid, extending out

past the natural crease, then add two coats of mascara. Finish the look with a dab of

cream blush and glossy lip, and shine in the sunlight.

See more ways to get gorgeous at Olay.com

The thematic development of this advertisement is analyzed as below:

Clause 1 T1 (Sizzle) R1 (with a chic summertime look

Clause 2 T2 (

)

It all) R2 (starts

Clause 3 T3 (

Olay … Lash Duo)

Help) R3 (avoid … by prepping eye for color)

Clause 4 T4 (

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Clause 6 T6 (Now you’re) R6 (ready to create a dramatic eye

Clause 7 T7 (

–)

use

Clause 8 T8 (

) R7 (a black liquid … natural crease)

Then add

Clause 9 T9 (

) R8 (two coats of mascara)

Finish the look

Clause 10 T10 (

) R9 (with a dap of cream lush… sunlight)

See more ways) R10 (to get gorgeous at Olay.com)

This text varies the Zigzag Pattern and the Multiple-Rheme patterns to structure its information. The zigzag pattern is used in the first Rheme “summertime look” connected to

the second Theme pronoun “it”. The Multiple-Rheme pattern is used in the clause 4 and 5.

The Thematic element “use the lotion” and “and then the serum” comes from the preceding

Rheme “prepping eye for color”. The Multiple-Rheme pattern also used to build Clause 6 to

Clause 10. The element of Rheme in Clause 6 to create a dramatic eye is used to build the

next Themes, “use”, then add”, and ”finish”. The final clause is the foot of the

advertisement which is not cohesively connected to the preceding Thematic elements.

3. Text 3: CLINIQUE

Yes, now you can wear nail enamel. Even with your sensitive skin.

Some people find nails enamels irritating- not just on their hand, but all around their eyes.

So we created new A Different Nail Enamel for sensitive skin. Formulated to help reduce the

chance eyes will itch, burn or tear with contract. The glossy colors are also very easy to the

eyes.

(64)

This text is analyzed as below:

Clause 1 T1 (Yes now you) R1(can…nail enamel…sensitive skin

Clause 2 T2 (

)

Some people) R2 (find nail enamels irritating- …eyes

Clause 3 T3 (So we) R3 (created new

)

A Different Nail Enamel

for

Clause 4 T4 (

sensitive skin)

Formulated) R4 (to…will itch, burn or tear…

Clause 5 T5 (

contact)

The glossy colors) R5 (are also very easy to the eyes)

The information in this text is build by used Reiteration pattern and Multiple-Rheme pattern. The second Theme “some people ” comes from the pronoun “you” as the first Theme. The Rheme elements “nail enamel” from the first clause is reiterated in the Rheme “nail enamels” in the Clause 2, and “A Different Nail Enamel” in the Clause 3. The element of the first Rheme “sensitive skin” also develops the Rheme “irritating” in the Clause 2 and is reiterated in the Rheme in Clause 3 as well as builds the element of Rheme in Clause 4 “eyes will itch, burn or tear with contact”.

The Multiple-Rheme pattern is used to build the information of the product found in Rheme of Clause 3 “A Different Nail Enamel”. It develops the Theme in Clause 4 “Formulated” as well as Clause 5 “The glossy colors”.

(65)

4. Text 4: MIRACLE WHIP

For a long time this mouth was slammed to Miracle Whip. Until finally it smeared on wheat,

slapped on some turkey, and bam! This yapper wouldn’t shut up about how something so

creamy could have such a tang to it. So, what’s your holdup?

Keep an open mouth.

This text is analyzed as below:

Clause 1 T1 (For a long time) → R1 (this mouth was slammed

Whip)

to Miracle

Clause 2 T2 (Until finally) → R2 (it smeared …, and bam Clause 3 T3 (This

yapper) → R3 (wouldn’t shut up Clause 4 T4 (So, what’s) → R4 (your holdup?)

about … it.)

Clause 5 T5 (Keep) → R5 (an open mouth).

The text above is entirely developed by using the Reiteration pattern. The first Theme “this mouth” is reiterated in the Theme of Clause 2 pronoun “it” which also becomes the Theme of the Clause 3 by using word “yapper”. The Reiteration also appears in the Rheme that the element of the first Rheme “slammed” builds the next Rheme in the Clause 2 “smeared on wheat, slapped on some turkey, and bam!”, in the Clause 3 “wouldn’t shut up” and in the Clause 5 “open mouth”. In the Clause 4 there is a movement of the topic my using the word “So” to connect with the preceding Thematic elements.

(66)

5. Text 5: AVEENO

Create a future of healthy skin.

Naturally beautiful skin begins with soy. In fact it helps to even tone and texture for more

radiant looking skin.

Exclusive Active Naturals Total Formula is proven to improve: tone, texture, blotchiness,

dullness, and brown spots

This text above is analyzed as below:

Clause 1 T1 (Create) R1 (a future of

Clause 2 T2 (…

healthy skin.)

beautiful skin) R2 (begins with soy

Clause 3 T3 (In fact

Clause 4 T4 (

) R3 (helps … radiant looking skin.)

Exclusive…Formula) R4 (is proven to improve: tone,…spots)

In this text, it can be seen that the Themes are built by using the Zigzag pattern and Reiteration pattern. In the beginning of the advertisement, the first Rheme “healthy skin” is uses to introduce the new information in Theme of Clause 2 “beautiful skin”. Next, the Rheme in clause 2 “soy” is represented as Theme in the Clause 3 by using the pronoun “it”. After that, the Reiteration pattern is used to built the Theme of Clause 4 “Exclusive Active Naturals Total Formula” which refers to “it” in the previous Theme.

(67)

6. Text 6: GERBER

The Gerber Generation has a firm grasp on nutrition.

Gerber Graduates Snacks -made with the goodness of whole grains. The nutrition and

feeding experts at Gerber. Gerber have created delicious snacks that aren’t just

nutritious but designed specifically to help your little one develop those essential feeding

skills.

This text above is analyzed as below:

Clause 1 T1 (The Gerber Generation)

Clause 2 T2 (

R1 (has.… nutrition.)

Gerber Graduates Snacks)

Clause 3 T3 (

R2 (-made with … grains)

The nutrition … Gerber) R3 (have ... feeding skills).

In this advertisement, the Themes are developed by combining Reiteration pattern and Multiple-Rheme pattern. The first Theme “The Gerber Generation” is reiterated as the element of Theme in the Clause 2 “Gerber Graduates Snacks”. The Theme on the Clause 3 “The nutrition and feeding experts at Gerber” is also built from the preceding Theme.

7. Text 7: BIOTRUE

Are your contacts calling it quits before your eyes do?

(68)

It’s the only contact lens solution that works like your eyes with the same pH and

lubricant they have naturally. And it helps keep contacts moist for up to 20 hours, so

wearing lenses is easier on your eyes.

Try Biotrue. Love it or your money back.

The text above can be analyzed as below:

Clause 1 T1 (Are your contacts)

Clause 2 T2 (Switch to ) R2 (

R1 calling it quits before your eyes do?

Biotrue contact lens solution feel the difference.)

and

Clause 3 T3 It

Clause 4 T6 And

’s R3 the only … naturally.

Clause 5 T5 Try R5

R4helps keep … your eyes.

Biotrue

Clause6 T6 Love

it R6 or your money back.

In this advertisement, the Themes are developed by combining Zig-Zag pattern and Reiteration pattern. The element of the first Theme “contacts” is built as the element of Rheme 2 “Biotrue contact lens solution”. The Theme on the Clause 3 “it” comes from the preceding Rheme 2, “Biotrue contact lens solution”. The reiteration is used The Theme 4 “it” that comes from element of Theme 3, “it” which refers to Biotrue contact lens solution. The Zigzag pattern is again used to Built the Theme 6, “it” that comes from the Rheme 5 “Biotrue”.

(69)

8. Text 8: OUTSHINE

America’s favorite fruit bar has a fresh new outlook.

The Dreyer’s Fruits Bar you know and love are now called Outshine bars. Still made with

real fruit or fruit juice and fat free. Now with Outshine bars you can experience 24

deliciously refreshing ways to make every day a light brighter to make every day a little

brighter.

The text is analyzed as below:

Clause 1 T1 (America’s favorite fruit bar)

Clause 2 T2 (

R1( has a fresh new outlook.)

The Dreyer’s Fruits Bar

Clause 3 T3 (Now with

) R2 (you know… fat free.)

Outshine bars) R3 (you can ….brighter.)

This advertisement is wholly built by using Reiteration pattern. The first Theme which is the name of the product, “America’s favorite fruit bar”, is reiterated become the Theme 2 “The Dreyer’s Fruits Bar”. The element of Theme 3 “Out Shine bar” comes from the preceding Theme 2.

9. Text 9: OVARIAN

Would you recognize ovarian cancer?

Kell, Ripa and QVC Program Host Lisa Robertson know that ovarian cancer often disguises

(1)

You sir, or madam, have always understood what it means to live A.1.

Topical

RHEME THEME

To live with gusto.

Topical

RHEME THEME

To sauce the shrimp of live. Topical

RHEME THEME

To live with sizzle and tangy goodness. Topical

RHEME THEME

You were the one

Topical

RHEME THEME

who carried a bottle of sauce in your briefcase ‘just in case’. Topical

RHEME THEME

You were the one who experimented with us on eggs and hamburgers.

Topical

RHEME THEME

And you were the one

Textual Topical

RHEME THEME

who staged a revolt in a crowded restaurant, Topical

RHEME THEME

just because they didn’t carry your beloved sauce.

interpersonal Textual Topical

RHEME THEME

You have always been true to your passion. Topical

(2)

You like what you like.

Topical

RHEME THEME

And we love you for it.

textual Topical

RHEME THEME

So go on.

Textual Topical

RHEME THEME

Keep living an A.1, life. Topical

RHEME THEME

Keep pursuing your dreams, and later, eating them. Topical

RHEME THEME

We ’ll be here.

Topical

RHEME THEME

At the ready, waiting for you to screw the cap off your ever-loving awesomeness.

Topical

RHEME THEME

There are other saucing pioneers just like you at facebook.com/aisteaksauce. Topical

RHEME THEME

Join them to share stories secrets Topical

RHEME THEME

With the only people on the Earth who truly understand you. Topical

RHEME THEME

(3)

BIOTRUE

Are your

contacts calling it quits before your eyes do? Interpersonal Topical

RHEME THEME

Switch to Biotrue contact lens solution and feel the difference. Topical

RHEME THEME

It’s the only contact lens solution Topical

RHEME THEME

that works like your eyes with the same pH and lubricant they have naturally.

Topical

RHEME THEME

And it helps keep contacts moist for up to 20 hours,

Textual Topical

RHEME THEME

so wearing lenses is easier on your eyes.

Textual Topical

RHEME THEME

Try Biotrue.

Topical

RHEME THEME

Love it

Topical

RHEME THEME

or your money back.

Textual Topical

RHEME THEME

DREYER OUTSHINE

America’s favorite fruit bar has a fresh new outlook. Topical

RHEME THEME

(4)

The Dreyer’s Fruits Bar you know and love are now called Outshine bars. Topical

RHEME THEME

Still made with real fruit or fruit juice and fat free. RHEME

Now with Outshine bars

you can experience 24 deliciously refreshing ways to make every day a light brighter.

Textual Topical

RHEME THEME

to make every day a little brighter. Topical

RHEME THEME

OVARIAN

Would you recognize ovarian cancer? Interpersonal Topical

RHEME THEME

Kell, Ripa and QVC Program Host Lisa

Robertson

know that ovarian cancer often disguises itself as other illness.

Topical RHEME

THEME

Help them raise awareness . Topical

RHEME THEME

Shop QVC presents Super Saturday Live Topical

RHEME THEME

to benefit Ovarian cancer research fund. Topical

RHEME THEME

(5)

You will get designer goods at half the manufacturer’s’ suggested retail price.

Topical

RHEME THEME

OCRF will get net proceeds. Topical

RHEME THEME

And we ’ll all help get the word out.

Textual Topical

RHEME THEME

BANANA BOAT PROTECT AND HYDRATE Banana Boat Protect and

Hydrate

provides all-day moisture with broad spectrum UVA/UVB protection and aloe vera. Topical

RHEME THEME

And it stays on in 7condition.

Textual Topical

RHEME THEME

Whether in the sun, sand, sweat, wind, ocean or pool water- even 100ᴼ heat. RHEME

So, like any good

friend, we ’ve got you covered.

Textual Topical

RHEME THEME

ORE IDA

If it’s not called Tater Tots, it’s just another Imi-Tater. Topical

RHEME THEME

The kids from the Justice for Potatoes League

want you to know Topical

RHEME THEME

(6)

100

101

102

there’s only one that can be called “Tater Tots”- Topical

RHEME THEME

and that’s Ore Ida.

Textual Topical

RHEME THEME

Always crispy, golden and delicious. RHEME

Learn more about the league at facebook.com/oreidapotatoes. Topical

RHEME THEME

Thematic Structure in Selected Advertisemen in People Magazine

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