An Analysis Of Non-Literal Meaning Used In Reader Digest Magazines Advertisement

CHAPTER II

REVIEW OF RELATED LITERATURE

2.1 Semantics Theory

Semantics is a branch of Linguistics. Semantics is generally defined as the study of meaning. Semantics (Greek Semantikos, to signify, giving signs, significant, symptomatic from sema, sign) refer to the aspects of meaning that are expressed in a language, code or other from representation (Peregrine, 2003:3).

Semantics has long been an object of study within the philosophy. It is that said that the term semantics itself was introduced into English at the end of the 19th century. It means that Semantics in term of historical or the study about the historical changes of meaning. Then it is change until the publication of Bearl’s book in 1900. Since then Semantics has been recognized as one of the linguistics studies and knows as a scientific study of meaning in language

There are some definitions of Semantics proposed by the linguistics as follows:

1. Katz (1972) says; “Semantics is the study of linguistics meaning. It is concerned with what sentences and other linguist object express, not with the arrangement of their syntactic parts or with their pronunciation”.

2. Palmer (1976:1) says;”semantics is the technical term used to refer to the study of meaning”

3. Leech (1976:ix) defines; “Semantics as the study of meaning is central to the study of communication; and as communication becomes more and more a crucial factor in social organization, the need to understand it becomes more and more pressing.

Semantics is also the centre of the study of human mind thought processes, cognitions, and conceptualization”

4. Saeed (1974:3) defines; “Semantics is the study of meaning communicated through language and Semantics is the study of meanings of words and sentences”.

The explanation by this entire expert, I conclude that Semantics is the branch of linguistics which is studying about the meaning in a language where as the meaning have relation between the sentence and other linguistics.

The subject of semantics by a method of elimination informally paraphrased as follow:

a. The aim of linguistics is to give an account of a person’s mastery his native tongue,

b. Semantics has to account for those aspects of this mystery not accounted for its grammar,

c. The following skills fall into the category that is mentioned in the second point and are therefore the concern of semantics.

2.2 The Scope of Semantics

The scope of semantics is about the meaning itself in linguistics. Meaning of linguistics object can be various. Some peoples may have different analysis on the meaning of linguistics object because there is no general agreement about the nature of meaning or the way in which it should be described. No one knows facts of meaning are relevant to semantics when adequate Semantics description of a natural language must record the first of the meaning.

The study of meaning become significant at the early twentieth century, many linguists study language without reference to meaning. A linguist description tends to reduce into three are the least two major approaches to the way in which meaning in language is studied, each of which is often very influential in determining which facts of meaning are relevant for Semantics.

There are various approaches to semantics but there are three basic terms that have been widely mention in each of the approaches, they are: meaning, sense, and reference.

2.3 Meaning

Meaning plays a very important role in communication. There would be no language without meaning. The word meaning has a number of definitions by the Semanticist. Some of them are as follows;

 Leech (1976) notes three points of meaning, they are;

1) Meaning involves to the speaker’s attention to convey a certain meaning that may be or may not be evidence from the meaning itself.

3) Meaning in the sense is something, which is performed rather than something that exists in a static way. It involves action (the speaker produces and effect on the hearer) and interaction (the meaning being negotiated between the speaker and the hearer on the basis of their mutual language.)

 Richard (1985:172) states “meaning is what language expresses about the world we live in or any possible or imagery word”.

 Lyons (1977:2) says that “the meaning can be distinguished by the technique of substituting other words in the same context and enquiry whether the resulting sentences are equivalent”.

2.4 Sense and Reference

Word and phrases normally both have sense and reference. In order to have a better understanding of word and references, there should be a distinction between its sense and reference. According to Frege, a German philosopher and mathematician, the sense of a word is the additional meaning attached to the word. Other linguists who contributed the meaning of sense and reference in his book Lyons (1997:197) says “sense is the term used by a number of philosopher for what others would describe simply as their meaning or perhaps more their cognitive or descriptive meaning”.

According to Palmer (1976:30), “reference deals with the relationship with between the linguistic elements, words, sentence, etc, and the nonlinguistic world of experience. Sense related to the complex system of relationships that hold between the linguistics elements themselves mostly the word); it is concerned only with intra linguistic relation.”

The difference of sense and reference can be seen in the phrase “the man who is my father” and “the man who married my mother”. Both of these sentences have the same reference; they refer to ‘my mother’s husband’. Nevertheless, the sentences of those phrases are difficult. The first phrase refers to ‘the person who is my (biological) father’, while the second one refers to ‘the person who necessarily my father’.

Another example is:

‘The present King of Indonesia is bald’

We have no trouble comprehending the meaning of this sentence has a sense, but hasn’t reference.

2.5 Goal of Semantics

According to Leech (1981:20-21), there are two questions which must be answered concerning with the goals of semantics theory; what should a semantics theory do and how should it do it?

A semantics theory should attribute to each expression in the language which the semantics properties and relations.

The answer to the second question is that a semantics theory should have at least two kinds of constraints:

1. Semantics theory of natural language should be finite; people are capable of storing only a finite amount of formation but they nevertheless learn the semantics of natural languages,

2. Semantics theory of natural language should reflect the fact, except for the idioms, expression are compositional. This means that their meaning is determined by the meaning of its constituents and their grammatically relations.

2.6 Varieties of Meaning

The linguists have classified the meaning based on different point of view and deliberation. These varieties of meaning can be explained in the following explanations:

2.6.1 Linguistic Meaning

Linguistic meaning is a kind of meaning which is used to express the simple meaning of the expression in the some form of language. For example, in one form of language, which is knows as a Standard English, the word “run” means something different in each of the sentences below:

I like to run (run means walk fast)

Don’t worry, I can run my own race (run means I can solve the problem without others help)

According to those examples above of the words “run” has more than one linguistics meaning. The linguistics meaning is divided into two meaning; they are idiolect and dialect meaning. Idiolect meaning of a word is a meaning that relates to particular person who utter it. Dialect meaning is meaning which the differences depend on the regional and the social status of the person who speaks it.

2.6.2 Speaker Meaning

The speaker meaning is a kind of meaning to express what speaker means in producing an utterance. For example in saying “you are clever” the speaker may mean “you are bright (intelligent) because the word “clever” means “bright mentally” or “have intelligence” in English or he may means the opposite of the word means examples “you are stupid”

Based on the people’s way of speaking, we can divide speaker meaning into two different types, they are: Literal and Non-literal meaning.

2.7 Literal and Non-literal Meaning

Literal meaning is a kind of meaning which the meaning is what the word means or a meaning without any other meaning besides its meaning. Therefore, there will be no differences between the linguistic meaning and speaker’s meaning. Sometimes, a listener is easy to understand what someone means, but in particular condition, there are possibilities that the listener might have difficulties to understand the utterance although what the speaker’s means is what the word really means lexically because there are limitation of the hearer’s ability. The particular reason is related to whether the speaker uses his/her sentence without any hidden meaning in his/her sentences. It is reasonable to call it literal meaning.

In other word, literal meaning is also mean true meaning. For example, someone is saying “she is a stupid girl”. In case of literal meaning, the speaker really means that the girl is lazy or not smart. The speaker means exactly what his word means without having hidden meaning or particular intention when saying the words. As long as the speaker does not have other meaning beside his/her words we can say it literal meaning.

Non-literal meaning is a kind of meaning which means something different from what the word means. Non-literal meaning occurs when the speaker means different from the word or sentences really means. In the other words, when a speaker speak a word or a sentence, which implies the different meaning from its real meaning and that is the time for the speaker to speak non literally. In addition, the word or sentence which is spoken by the speaker had hidden meaning besides the lexical meaning.

Saeed (1974:16) Says: “non-literal uses of language are traditionally called figurative and are described by a host of rhetorical terms including Metaphor, irony, metonymy, synecdoche, hyperbole, and litotes.

Figurative language is used to express or utter an idea or thought in order to make the sentences attractive to be read and it can stimulate the emoticon of the reader or listener and also to make the sentence beautiful and flowery.

There are several types of non-literal meaning or figurative language expression, namely: personification, irony, simile, litotes, hyperbole and metaphor.

2.7.1 Personification

Personification consists of giving the human characteristic to an object. Personification originally come from Latin word ‘persona’ meaning ‘person’, ‘actor’ or mask used in the theater and ‘fic’ means to make.

Shaw (1927 : 283) says, “Personification is a figure of speech which abstraction, animal, ideas and inanimate object are having human forms, characters, trait or sensibilities”.

Keraf ( 1980 : 244) states, “Personifikasi adalah gaya bahasa yang melekatkan sifat-sifat insane kepada barang yang tidak bernyawa dan ide yang abstrak”

For example:

“The stars are envious of your eyes”. The word ‘stars’ is the inanimate object is depicted as human. Stars are envious of your eyes, because her eyes are more beautiful than the stars which shine in every night.

“The wind speaks in the whisper”. The word “speak” is the characteristic of human, and to be able to speak it need the mouth to make we can speak, while the wind is not have a mouth so that it is impossible that the wind can speak in whisper.

2.7.2 Irony

Irony is facetious, sarcastical way of speaking. Gray says (1984 : 108), irony is a manner of speaking or writing that is dispered through all kinds of literature. Irony consists of saying one thing while it means other.

Keraf (1980 : 240) states, “irony adalah gaya bahasa yang mengatakan makna yang betentangan dengan maksud berolok-olok. Irony is a figure of speech when an expression used is the opposite of the thought in the speaker’s mind, thus conveying a meaning. Etymologically, the word ‘irony’ derived from the Greek word ‘eironeia’ meaning ‘deception’ or trick’

There is some argument about what qualities as ironic, but all senses of irony revolve around the perceived notion of an incongruity between what is said and what is said and what is meant, or between an understanding or expectation of a reality and what actually happens.

For example:

“Your room is clean”

The expression above can be considered above can be considered as Irony when the expression above is uttered to the person who has the dirty room.

2.7.3 Simile

Simile is a kind of figurative meaning comparing two essentially unlike things. Simile expresses a direct comparison between things, which have one or more points in common and be recognized by the use of the word ‘like’ and ‘as’. The word simile comes from the same Latin word ‘simile’, which mean ‘like’.

Tarigan (1985 : 9) says that “kata simile berasal dari kata latin yang bermakna ‘seperti’. Simile adalah perbandingan dua hal yang pada hakekatnya berlainan dan yang dengan sengaja kita anggap sama”.

Barnhart (1995:118) says, “A simile is figurative of speech in which two quite different things are compared because they appear to be similar in at least on characteristic”. Simile is also used to add clarify to the language or make it more careful.

For example:

“Her smile was like the sun”

In the expression above consists of simile. Simile and sun is comparing as a subject. Because the girl was very happy at the time, like the sun shine in the morning, ‘sunny’. It comparison of things that have pints of likeness.

2.7.4 Litotes

Litotes is a figure of speech consisting of an understatement in which an affirmative is expressed by negative or opposite. Litotes is a form of understatement always deliberate and with the intention of subtle emphasis. However, the interpretation of litotes can depend on context, including cultural context. In speech, it may also depend on intonation and emphasis.

Tarigan (1985 : 58) says that “Litotes adalah sejenis gaya bahasa yang mengandung pernyataan yang dikecil-kecilkan, dikurangi dari kenyataan yang sebenarnya, misalnya yang merendahkan diri”.

For example:

“Please come to my little house”

In the expression above the speaker lies about his house because the expression above shows less than actually the case because actually he has a big and beautiful house.

2.7.5 Hyperbole

Hyperbole is one exaggerated way which consists of an exaggerated statement which is not meant to be taken literally. Hyperbola is also known as overstatement. The word hyperbole itself is derived from Greek words ‘hyper’ means over, and, ‘ballein’ means throw. Hyperbole is usually used to emphasize certain point with a statement containing exaggerates the number, size or even the quality of something in other to emphasize certain points in statement.

Webster’s Dictionary (1971:112) defined that hyperbole is an extravagant exaggeration that represent something as much greater or lest, better of worse or more intense that it really is depicts the impossible as actual.

According to Keraf (1991:135), “Hyperbole adalah semacam gaya bahasa yang mengandung suatu pernyataan yang berlebihan, dengan membesar-besarkan sesuatu hal”

For example:

- I’m doing over 8000 things right now. - These books weight a ton.

In the first expression consist of the exaggeration, because the phrase ‘doing over 8000 things’ means she or he is busy.

And in the second expression, the phrase ‘weight a ton’ indicates an exaggeration. Through the phrase, the speaker wants to emphasize those books are heavy.

2.7.6 Metaphor

Metaphor is a kind of figurative expressions, which a comparison is made between two objects by identifying one with the other. Etymology metaphor is derived from Greek words “Metaphor”. Metaphor derives from two words, i.e. ‘meta’ which mean ‘over’ and ‘pherein’ which means to carry. Metaphor simply means carrying from one place to another.

According to Keraf (1980 : 242) states, “Metafora adalah gaya bahasa perbandingan yang implicit – jadi tanpa kata seperti atau sebagai – diantara dua hal yang berbeda”. Metaphor is an implied comparison between two unlike objects.

Kennedy (1991:587) “metaphor, a statement that one thing is something else, which, in a little sense, it is not”. In other words, metaphor compares the two unlike things directly, different from simile which explicitly shows the similarity between the comparable things by using conjunctions, like and as. So, instead of saying “Your eyes like the stars”, in metaphor we say, your eyes are star’.

Barnhart (1995 : 118) says, “A metaphor is figure of speech in which a word or phrase is taken out of its usual setting and placed with another word to suggest a likeness”. It is made more vivid by transferring to it the name or attributes of some other objects.

For example:

Christiano Ronaldo is a star for his club Real Madrid

In this sentence, Christiano Ronaldo is directly compared with A star. Christiano Ronaldo is the best player foot ball that has a good skill and performance in every competition. Star is used to describe Christiano Ronaldo for his popularity. Therefore he is considered as a star.

2.8 Advertising

2.8.1 The Understanding of Advertising

Advertising is a business tool used for the promotion of a product, service or even to a particular group of people. Copywriters create advertising and graphic designers complete it with their art skill. Media, TV broadcasts, banners, hoardings, etc. are the various means of advertisement promotion. Internet advertising also is emerging as a popular means of advertisements.

According to Burke (1980:6) says advertising is a sales message, directed at a mass audience that seeks through persuasion to sell the goods, services, or ideas on behalf of the paying sponsor.

According to Sandage, Fryburger and Rotzoll (1983 : 5) says advertisement are most commonly associated with the mass media of newspaper, magazines, cinema, television, and radio, although they frequently flourish in other forms such as billboards, posters, and direct mail as well.

A good advertisement can fulfill our need that are interest to read, look, and even to buy it. In an idea world every manufacturer would be able to talk one-on-one with every consumer about the product or service being offered for sale.

Although advertising delivered through interactive technology might be considered personal rather than mass communication, it is still a far cry from personal selling. Advertisers can provide more customization through interactive media such as the World Wide Web, but it is not the same as meeting with every customer individually to discuss a

product or service. The key point is that interactive advertising reaches a large audience, just like traditional advertising.

2.8.2 Types of Advertising

There are six types of advertising, they are: product or brand advertising, sales promotion advertising, trade advertising, corporate advertising, classified advertising and retail advertising.

1) Product or Brand Advertising

It is designed to provide consumer with information about a product or service and translate the product concept into an appealing consumer benefit. Sometimes it referred to as display advertising because it displays the product for everyone to see.

2) Sales Promotion Advertising

It is attended to create immediate announcement of sale, contest, coupon, or some other offer.

3) Trade Advertising

Trade advertising for consumer products is directed to the retail trade and designed to help gain distribution or enlist retail production in a product promotion.

4) Corporate Advertising

Corporate advertising may be undertaken for several reasons, including financial, political, or public relations, and directed to a variety of publics.

5) Classified Advertising

Classified advertising is the recruitment of employees for specific job openings. It sometimes referred to as non displaying advertising. It usually segregated in the back pages or special section of publications.

6) Retail Advertising

It is a term reserved for the advertising done by retail stores, usually in the local media. It generally appears in the form display of advertising which focuses on the store as a product, or sales promotion advertising which features prices and sales.

2.8.3 Roles of Advertising

Advertising also can be explained in terms of the four roles it plays in business and in society.

a) The Marketing Role

The marketing role is the process a business uses to satisfy consumer needs and wants through goods and services. Marketing communication consist of several related communication techniques, including advertising, sales promotion, public relations, and personal selling.

b) The Communication Role

A communication role is a form of mass communication. It transmits different types of market information to match buyers and seller in the market place. Advertising both informs and transforms the product by creating an image that goes beyond straightforward facts.

c) The Economic Role

The economic role is the other approach, based on the economics of information theory, assumes that price elasticity is a function of consumer awareness and qualitative

information model is that advertising provides information about alternatives and increases price elasticity so that a small change in price creates a large chance in product demand.

d) The Social Role

The social role of advertising also has a number of social roles. It informs us about new and improved products and teaches us how to use these innovations. It helps us compares products and features and makes informed consumer decisions.

2.8.4 Functions of advertising

An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality.

Advertising permeates the Internet, network television, daily newspapers and roadside billboards. Products, services and ideas are sold through advertising, enabling businesses to attract customers for their wares. Internet advertising is rapidly displacing print advertising, due its convenience of use, cost effectiveness, and ease of distribution.

2.8.5 The Media of Advertising

A successful advertising campaign will spread the word about the products and services attract customers and generate sales.

a) Newspaper

Newspaper advertising can promote business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section.

b) Magazine

Advertising in a specialist magazine can reach the target market quickly and easily. Readers tend to read magazines at their leisure and keep them for longer, giving your advertisement multiple chances to attract attention.

c) Radio

Advertising on the radio is a great way to reach the target audience. If the target market listens to a particular station, then regular advertising can attract new customers. However, sound has its limitations. Listeners can find it difficult to remember what they have heard and sometimes the impact of radio advertising is lost. The best way to overcome this is to repeat the message regularly - which increases the costs significantly.

d) Television

Television has an extensive reach and advertising this way is ideal to a large market in a large area. Television advertisements have the advantage of sight, sound, movement and color to persuade a customer.

e) Online

Advertising on the internet can be a cost-effective way to attract new customers. Many customers research businesses online before deciding whom to buy from.

2.9 Magazines

2.9.1 The Advantage of Magazine

The advantage of magazine advertising are aplenty since advertising techniques are designed in such a way where the audience is the primary and obvious focus. Who buys magazines? They see it as a medium that businessmen, well-off people and young adults buy on a regular monthly basis, because they can afford to, since there is something appealing about the magazine that draws them to it. Advertisement exposure scores big ones when it comes to magazines because there are people who buy them and can afford to splurge on what it is they come across. The advantages are described as follows:

1) A magazine has considerable reach either globally or nationally, appealing to a fan following that is ready to buy/subscribe to these reads be it monthly or every quarterly.

2) The advantage of magazine advertisements is the fact that ads can look realistic and can jump out at readers, because of their glossy detailing and show of colors that calls for attention.

3) No matter what event date is a fast approaching, magazine know that the focal point lies now in brands and services that will give consumers a reason to attain these depending on what lies ahead.

4) Not all magazines will have random ads splashed across their pages, especially those with big names in the business. It is a well-planned strategy of assigning only certain kinds of issues with the right sponsors. For example, youth magazines will have affordable services / products from brand houses; fashion magazines will have expensive jewelry and clothes from well-known designers around the world, and so on.

5) It is true that a lot of people collect magazines therefore lengthening the lifespan of an ad, which is one of the many objectives of advertising. It gives it the benefit to be looked upon again and again.

2.9.2 The Disadvantage of Advertisement

Magazine advertising should be a small part of the overall marketing strategy. Advertising in a consumer magazine allows targeting a specific audience for the products or services. For example, a fashion magazine geared towards women tends to be a good place to sell products or services that women will purchase. Magazine advertising should not be the only source of advertising that use for the product and service. Focusing all of attention on magazines can cause to miss other segments of target audience. The disadvantages are described as follows:

1) Advertising in consumer magazines can be costly. The cost for prime space in a magazine with a high readership can be too costly for start-up businesses and those with small advertising budgets.

2) In magazines, it is necessary to plan and prepare advertisements months in advance of publication. The longer lead time means that the target audience

will not see the advertisement for months after we have committed the time and money to the advertisement.

3) When advertising in magazines, we will not have control of the placement of our advertisement in relation to features and stories contained in the publication. This lack of flexibility can affect the way readers of the publication view our advertisement.

6) Retail Advertising

It is a term reserved for the advertising done by retail stores, usually in the local media. It generally appears in the form display of advertising which focuses on the store as a product, or sales promotion advertising which features prices and sales.

2.8.3 Roles of Advertising

Advertising also can be explained in terms of the four roles it plays in business and in society.

a) The Marketing Role

The marketing role is the process a business uses to satisfy consumer needs and wants through goods and services. Marketing communication consist of several related communication techniques, including advertising, sales promotion, public relations, and personal selling.

b) The Communication Role

A communication role is a form of mass communication. It transmits different types of market information to match buyers and seller in the market place. Advertising both informs and transforms the product by creating an image that goes beyond straightforward facts.

c) The Economic Role

information model is that advertising provides information about alternatives and increases price elasticity so that a small change in price creates a large chance in product demand.

d) The Social Role

The social role of advertising also has a number of social roles. It informs us about new and improved products and teaches us how to use these innovations. It helps us compares products and features and makes informed consumer decisions.

2.8.4 Functions of advertising

An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality.

Advertising permeates the Internet, network television, daily newspapers and roadside billboards. Products, services and ideas are sold through advertising, enabling businesses to attract customers for their wares. Internet advertising is rapidly displacing print advertising, due its convenience of use, cost effectiveness, and ease of distribution.

2.8.5 The Media of Advertising

A successful advertising campaign will spread the word about the products and services attract customers and generate sales.

a) Newspaper

Newspaper advertising can promote business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section.

b) Magazine

Advertising in a specialist magazine can reach the target market quickly and easily. Readers tend to read magazines at their leisure and keep them for longer, giving your advertisement multiple chances to attract attention.

c) Radio

Advertising on the radio is a great way to reach the target audience. If the target market listens to a particular station, then regular advertising can attract new customers. However, sound has its limitations. Listeners can find it difficult to remember what they have heard and sometimes the impact of radio advertising is lost. The best way to overcome this is to repeat the message regularly - which increases the costs significantly.

d) Television

Television has an extensive reach and advertising this way is ideal to a large market in a large area. Television advertisements have the advantage of sight, sound, movement and color to persuade a customer.

e) Online

Advertising on the internet can be a cost-effective way to attract new customers. Many customers research businesses online before deciding whom to buy from.

2.9 Magazines

2.9.1 The Advantage of Magazine

The advantage of magazine advertising are aplenty since advertising techniques are designed in such a way where the audience is the primary and obvious focus. Who buys magazines? They see it as a medium that businessmen, well-off people and young adults buy on a regular monthly basis, because they can afford to, since there is something appealing about the magazine that draws them to it. Advertisement exposure scores big ones when it comes to magazines because there are people who buy them and can afford to splurge on what it is they come across. The advantages are described as follows:

1) A magazine has considerable reach either globally or nationally, appealing to a fan following that is ready to buy/subscribe to these reads be it monthly or every quarterly.

2) The advantage of magazine advertisements is the fact that ads can look realistic and can jump out at readers, because of their glossy detailing and show of colors that calls for attention.

3) No matter what event date is a fast approaching, magazine know that the focal point lies now in brands and services that will give consumers a reason to attain these depending on what lies ahead.

4) Not all magazines will have random ads splashed across their pages, especially those with big names in the business. It is a well-planned strategy of assigning only certain kinds of issues with the right sponsors. For example, youth magazines will have affordable services / products from brand houses; fashion magazines will have expensive jewelry and clothes from well-known designers around the world, and so on.

5) It is true that a lot of people collect magazines therefore lengthening the lifespan of an ad, which is one of the many objectives of advertising. It gives it the benefit to be looked upon again and again.

2.9.2 The Disadvantage of Advertisement

Magazine advertising should be a small part of the overall marketing strategy. Advertising in a consumer magazine allows targeting a specific audience for the products or services. For example, a fashion magazine geared towards women tends to be a good place to sell products or services that women will purchase. Magazine advertising should not be the only source of advertising that use for the product and service. Focusing all of attention on magazines can cause to miss other segments of target audience. The disadvantages are described as follows:

1) Advertising in consumer magazines can be costly. The cost for prime space in a magazine with a high readership can be too costly for start-up businesses and those with small advertising budgets.

will not see the advertisement for months after we have committed the time and money to the advertisement.

3) When advertising in magazines, we will not have control of the placement of our advertisement in relation to features and stories contained in the publication. This lack of flexibility can affect the way readers of the publication view our advertisement.