61 standard pattern on how copywriter should use the language to write the
advertisement texts. It was proven by the absence of some features such as intertextuality, deictics, and pun in the data. Additionaly, several new features
such as noun phrases and words combination appeared within the data. The researcher assumed that there were always some improvements in using the
language. These improvements might be caused by the dynamic change in advertising world itself.
2. Identifying the Possible Reasons of the Language Use
In this section, the researcher would identify the possible reasons of the language use in the advertisements of The Jakarta Post newspapers. From the
research, it could be seen that there were many variations in using the English language in the advertisements taken from The Jakarta Post newspapers. It was
shown by the fact that there were a lot of features that existed in advertising language. In general, the features were the choice of words, words arrangement,
pronouns, and descriptive texts. Here, the researcher has identified two reasons influencing the use of the English language of the advertisements taken as the
data. The first reason is the nature of the advertising itself. According to Stern
1994: 5-15 as cited by Arens 2006: 9, advertising was composed commercial text. It is supported by Littlefield Kirkpatrick 1970: 100 who add that
“advertising is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales.” Advertisement was made
62 to help the companies promoted and sold their product. Written advertisement,
then, was one of the companies’ ways to shout out to the customers through the texts.
How they “talk” to the customer was really influenced by the strategy they used to compose the advertisement. It could be identified that there were many
variations in using the language in the advertisement texts. They could use either very brief and short texts or a long descriptive text within the advertisements. The
copywriters might have their own styles in using the language and making it interesting to read by the readers. However, the language must be used effectively.
Otherwise, the reader would not be able to grasp the idea that the advertisement wanted to convey. The use of the language could also be influenced by what
product it has to advertise. From the data, it could be seen that the advertisements of hotels, resorts and villas used descriptive language. To magnetize the readers,
the copywriters gave detailed information about the product. They also tried to build positive image by putting comparative reference about the product.
The second reason is the adaptation to the always changing situation. Graydon 2003: 39 says that adaptation is very important in advertising. The
advertisers have to be able to adapt to the rapidly changing environment of both media and customers. Graydon 2003: 39 mentions that every time a new form of
media has been introduced, advertisers have been quick to figure out the best way of using the new media to promote their products. The newspapers might be one
of the conventional media promotions. When an advertisement was placed in a
63 newspaper, it had to compete with other advertisements in other media such as
televisions, radio, and the more sophisticated media, internet. Graydon 2003: 39 says that the advertisers have also had to adapt to
other changes in the way people respond to media. Nowadays, people are smarter in responding to various promotions and other campaigns. They are more
selective in choosing the best and qualified products among the almost infinite variety of products offered. Through the language, the copywriters should be able
to show that the product is qualified enough to be purchased. Goddard 2003: 9 also states that written advertisements have to compete each other and with all
sorts of other texts in our richly literature culture. In a newspaper, the main attention for the readers might be the articles and the news instead of the
advertisements. Therefore, copywriters have to find ways to shout at the readers from the page. The advertisements had to shout out their message briefly and
clearly. Using key words, comparative or superlative references, phrases, and short statements were common strategies used. The text should be able to present
the favorable image of what the customers wanted.
64
CHAPTER V CONCLUSIONS, IMPLICATIONS, AND SUGGESTIONS
This chapter is aimed at presenting the results of this research, the implications of the research toward English teaching and learning process, and
some suggestions offered by the researcher. This chapter draws the conclusions from the analysis results which are related to the problem formulation. It
summarizes the major findings and presents the limitations. The analysis results of this research are the answers to the two research questions. Besides, it spells out
suggestions for the future research of advertising language and the current practice of the language in advertising. The researcher also presents the implication of the
research toward English teaching and learning process.
A. Conclusions
1. The Use of English Language in the Advertisements of The Jakarta Post
Newspapers
The researcher has identified that there were many variations in using the English language in the advertisements taken from The Jakarta Post newspapers.
It was shown by the existence of many features used in the advertisements’ format. The features were categorized in several groups as follows.
a. Choice of Words
It was related to the selection of the words to be put in the texts. The features belonged to this group were the key words and comparative references.
