Identity-building strategy in the English advertisements in Kompas Newspaper.

xiv ABSTRACT

Lelly Sepniwati. 2014. Identity-Building Strategy in the English Advertisements in Kompas Newspaper. Yogyakarta: The Graduate Program in English Language Studies, Sanata Darma University.

Advertisements have become an integral part in the contemporary community. Their significance in asserting a certain idea is widely acknowledged, especially the consumerism ideology. In spreading this ideology, the commercial advertisements have implemented various strategies to increase the capital advantage aimed by the advertisers. Concerning the calculated framework of consumerism, there is a tendency from the producers to imply an influential effect of the brands and the products on the social value toward the community. This tendency is recognized as the identity-building strategy. In this identity representation, the common technique found and analyzed by many researches is the English utilization in the non-English speaking countries. The advertisers are prone to strengthen the English implication as the international language with the manner in which it is configured, both in the grammatical and lexical choices, in the identity-building strategy. For that matter, the problems of the study are formulated into two consisting of what types of transitivity process are typically exploited in the English clauses and what representations of social actor are applied in constructing the identity-building strategy in the

Based on the indications, this study emphasized the commercial advertisement attempts to persuade the customers to buy the product by promoting additional social and psychological benefits of the merchandise, namely identity. The data were taken from a prominent newspaper which contains many commercial advertisements, namely Kompas newspaper. There were 188 English clauses contained in 59 display advertisements from the first to fourteenth June in 2012. In analyzing these clauses, there were two methods applied in the research. The transitivity process as the initial step was conducted to examine the exploitation of the grammatical and lexical choices in proposing the appealing value of social identity in the discourse. Consecutively, the social actor representation analysis was implemented to give better understanding on how the commodities and the social community are generally depicted considering the effect they have toward each other in the identity assigning strategy.

The findings show that there are two major grammatical processes in delivering the notion of identity value. The first one is the relational process and the second one is the material process. In the relational process, the direct quality and symbolic attachment is the salient advertising cues in realizing the social values shown by the highest number of intensive clause in the process. In the material process, the notions of attitude improvement and continuous action are heavily imbued in accommodating the desired values emphasized by the largest distribution of transformative clause in the data. Furthermore, the advertisers and the advertising agencies often stress this improvement and continuous action as a result of a

xv

participant strong influences toward the other. When the action refers to the consuming act, the influence of the customers is significant in the realization. However, the focus is shifted when the depicted processes denote the providers for this improvement attitude. It shows that the ones that have greater influence in realizing the transformation attitude are the brands and the products.

Further analysis focusing on the representations of the four social actors – the narratees, brands, products, and endorser – implies that the most significant aspect in the commercial discourse is the existence of the brands and the products respectively. Moreover, the prospective purchasers are usually represented as the dependant entities that cannot be separated from the existence of the company representations if they wish to acquire the desirable profiles. It can lead to the outcome that the brands and the products are becoming the badge of the inherent identity of the social community.

xvi ABSTRAK

Lelly Sepniwati. 2014. Identity-Building Strategy in the English Advertisement in Kompas Newspaper. Yogyakarta: Program Paskasarjana Kajian Bahasa Inggris, Universitas Sanata Dharma.

Iklan telah menjadi bagian integral dalam masyarakat kontemporer. Peranan penting iklan dalam menegaskan sebuah ide khususnya ideologi konsumerisme telah diakui secara luas. Dalam menyebarkan ideologi ini, iklan komersial telah menerapkan berbagai macam strategi untuk meningkatkan keuntungan finansial yang ditargetkan oleh para pengiklan. Berkenaan dengan kerangka pemikiran konsumerisme, ada kecenderungan dari produsen untuk mengimplikasikan pentingnya pengaruh merek dan produk terhadap nilai sosial masyarakat. Kecenderungan ini dikenal sebagai strategi pembentukan identitas. Dalam penggambaran identitas ini, teknik yang umum ditemukan dan dianalisis oleh banyak penelitian adalah pemanfaatan Bahasa Inggris di negara-negara yang bahasa nasionalnya bukanlah Bahasa Inggris. Para pengiklan seringkali menguatkan implikasi dari posisi Bahasa Inggris sebagai bahasa internasional di dalam strategi pembentukan identitas dengan pemilihan tata bahasa dan kosakata yang digunakan di dalam teks. Dengan bertumpu pada wacana ini, penelitian ini memiliki dua pokok permasalahan yang terdiri dari proses transitivitas apa yang biasanya digunakan di dalam klausa Bahasa Inggris dan representasi aktor sosial apa yang digunakan dalam strategi pembentukan identitas pada iklan tertulis berbahasa Inggris.

Berdasarkan indikasi tersebut, penelitian ini memfokuskan pada bagaimana iklan komersial membujuk para konsumer untuk membeli barang yang dipromosikan dengan menawarkan keuntungan sosial dan psikologis barang tersebut, yaitu identitas. Data diambil dari sebuah surat kabar terkenal yang berisikan banyak iklan komersial, yaitu harian Kompas. Ada 188 klausa Bahasa Inggris yang terdapat dalam 59 iklan display terhitung dari tanggal satu sampai empat belas Juni 2012. Dalam menganalisis klausa-klausa ini, ada dua metode yang diterapkan di dalam penelitian. Proses transitivitas adalah metode pertama untuk menelurusi eksploitasi pemilihan tata bahasa dan kosakata dalam menyiratkan nilai menarik identitas sosial di dalam wacana. Selanjutnya, analisis representasi aktor sosial dilakukan untuk memberikan pemahaman yang lebih mendalam mengenai bagaimana komoditi dan masyarakat sosial secara umumnya digambarkan di dalam strategi pembentukan identitas dengan mempertimbangkan pengaruh yang mereka miliki terhadap satu sama lain.

Hasil analisis menunjukkan bahwa ada dua proses utama transitivitas dalam menyampaikan gagasan berkenaan dengan nilai identitas. Yang pertama adalah proses relasional, dan yang kedua adalah proses material. Dalam proses relasional, pelekatan kualitas dan simbolisasi secara langsung adalah isyarat iklan yang paling menonjol dalam mewujudkan nilai-nilai sosial terlihat dari tingginya jumlah klausa intensif. Dalam proses material, konsep peningkatan diri dan tindakan yang berkesinambungan sangatlah signifikan yang mengacu pada besarnya klausa transformatif dalam mengindikasikan nilai yang diinginkan. Selain itu, pengiklan dan

xvii

biro iklan sering menekankan sisi peningkatan diri dan aksi yang berkesinambungan ini sebagai hasil dari pengaruh kuat seorang aktor terhadap aktor lainnya. Ketika proses merujuk pada kegiatan pembelanjaan, pengaruh pelanggan sangatlah penting dalam mewujudkannya. Namun, hal ini berubah ketika proses tersebut menunjukkan penyedia jasa dalam sikap peningkatan diri. Ini menunjukkan bahwa keberadaan yang memiliki pengaruh lebih kuat dalam mewujudkan sikap transformasi diri ini adalah merek dan produk.

Analisis lebih lanjut yang berfokus pada penggambaran empat aktor sosial-narratees, merek, produk, dan endorser-menampakkan aspek yang paling signifikan dalam wacana komersial yaitu keberadaan merek yang diikuti oleh produk. Selain itu, pembeli potensial biasanya digambarkan sebagai entitas non-mandiri yang tidak dapat dipisahkan dari keberadaan representasi perusahaan jika mereka ingin mendapatkan profil yang diidamkan. Hal ini dapat mengarah pada sebuah asumsi yang menyatakan bahwa merek dan produk adalah lencana yang melekat pada identitas sosial masyarakat.

IDENTITY-BUILDING STRATEGY IN THE ENGLISH ADVERTISEMENTS IN KOMPAS NEWSPAPER

A THESIS

Presented as a Partial Fulfillment of the Requirements to Obtain the Magister Humaniora (M.Hum.) Degree

in English Language Studies

by

Lelly Sepniwati 106332014

THE GRADUATE PROGRAM OF ENGLISH LANGUAGE STUDIES SANATA DHARMA UNIVERSITY

YOGYAKARTA 2014

iv

DEDICATION PAGE

My brethren, have not the faith of our Lord Jesus Christ, the Lord of glory,

with respect of persons.

For if there come unto your assembly a man with a gold ring, in goodly apparel, and there come in also a poor man in vile raiment; And ye have respect to him that weareth the gay clothing,

and say unto him, Sit thou here in a good place;

and say to the poor, Stand thou there, or sit here under my footstool: Are ye not then partial in yourselves,

and are become judges of evil thoughts? James 2:1-4 (KJV)

I dedicate this thesis to Jesus Christ, who always guides and loves me, and to my dear family, especially my late father, who is always in my heart.

v

STATEMENT OF WORK ORIGINALITY

This is to certify that all ideas, phrases, sentences, unless otherwise stated, are

the ideas, phrases, and sentences of the thesis writer. The writer understands the full

consequences including degree cancellation if she took somebody else’s ideas, phrases, or sentences without proper references.

vi

LEMBAR PERNYATAAN PERSETUJUAN

PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma :

Nama : Lelly Sepniwati NIM : 106332014

Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul :

Identity-Building Strategy in the English Advertisements in Kompas Newspaper

beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di internet atau media lain untuk kepentingan akademis tanpa perlu meminta ijin dari saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis.

Demikian pernyataan ini yang saya buat dengan sebenarnya. Dibuat di Yogyakarta

vii

ACKNOWLEDGEMENTS

Praise to Lord Almighty that I have completed this valuable academic

journey. I am deeply grateful for His blessing and admonition in my life that have

made me able to finish this thesis. I almost failed myself to bring this work into

completion because of my weaknesses if not for His blessing and strength to

overcome them.

I am deeply thankful for those who take their time, love, and guidance to

support and encourage me in the completion of my thesis. My special gratitude goes

to Dr. B. B. Dwijatmoko, MA, my thesis advisor, for his patience and kindness in

giving me invaluable guidance and suggestion in the completion of this thesis. I

would also like to thank the distinguished lecturers: Prof. Dr. Soepomo

Poedjosoedarmo, Dr. Novita Dewi, M.S., M.A. (Hons), Dr. Fr. B. Alip, M. Pd., M.

A., Drs. Barli Bram, M.Ed., Ph.D., Dr. J. Bismoko, Dr. Alb. Budi Susanto, S.J., Prof.

Dr. Ch. Bakdi Sumanto, S.U., and Drs. F.X. Mukarto, M.S., Ph.D., for their guidance

and willingness to share their valuable thoughts and experiences during my

educational journey in Sanata Dharma University. I also express my sincere gratitude

to Mbak Lely, Pak Mul, and all staff of Sanata Dharma University for their assistance

in my study.

I also give my earnest gratitude to my kind and lovely friends and seniors in

English Language Studies, especially Mbak Orpa, Mbak Anjar, Mbak Umi, Mbak

Arin, Mbak Arina, Mbak Dame, Mbak Siska, Mas Septa, Mbak Rusdi, Devie, Mbak

viii

also like to thank my dearest friends, Susva, Frisma, Desy, Nora, Kristian, Andre,

Nisa, Yentli, and Muamar, for supporting and accompanying me in the precious

moments of my life.

My deepest gratitude goes to my late father, Pdt. Drs. Yaphie Gaman, my

beloved mother, Pdt. Awina Gaman, my elder sisters Leni, Yana, and Ani, my elder

brother, Adi, and my big family. I am sincerely grateful for their pray, patience, love,

encouragement, support, and admonition given to me to complete my study. Without

their irreplaceable presence, I would not have the strength to follow this path.

ix

TABLE OF CONTENTS

TITLE PAGE ……… i

APPROVAL PAGE ……… ii

DEFENSE APPROVAL PAGE ………. iii

DEDICATION PAGE ……… iv

STATEMENT OF WORK ORIGINALITY ……….. v

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH…… vi

ACKNOWLEDGEMENTS ……… vii

TABLE OF CONTENTS ………... ix

LIST OF TABLES ………. xi

LIST OF CHARTS ……… xii

LIST OF APPENDICES ………... xiii

ABSTRACT ……….. xiv

ABSTRAK ……… xvi

CHAPTER I. INTRODUCTION ……….. 1

1.1 Background of the Study ….……… 1

1.2 Problem Formulation ……….. 7

1.3 Research Objectives ……… 7

1.4 Research Benefits ………... 8

CHAPTER II. LITERATURE REVIEW ………... 10

2.1 Advertisements .……….. 10

2.2 Printed Advertisements ……… 12

2.3 Language in Advertisements ………... 16

2.4 Identity-Building Strategy ………... 18

2.5 Discourse Analysis ……….. 20

2.6 Transitivity Processes ……….. 24

2.6.1 The Process and Participants ………. 25

2.6.1.1 Material clauses: processes of doing-and-happening………. 26

2.6.1.2 Mental clauses: processes of sensing ………. 29

2.6.1.3 Relational clauses: processes of being and having…………. 31

2.6.1.4 Behavioural clauses………. 36

1.6.1.5Verbal clauses………. 36

2.6.1.6 Existential clauses………... 37

2.6.2 Circumstances……….………... 37

x

2.7.1 Exclusion/Inclusion……….………...……. 40

2.7.2 Activation/Passivation………. 41

2.7.3 Personalization/Impersonalization……….. 42

2.8 Related Studies ………... 44

2.9 Theoretical Framework .………... 46

CHAPTER III. RESEARCH METHODOLOGY ………. 51

3.1 Type of the Study ..……….. 51

3.2 Source of the Data ....………... 52

3.3 Data Collection ………... 54

3.4 Data Presentation Technique ……….. 56

3.5 Data Analysis of the Study ……….. 57

3.6 Substantiation ….……… 59

CHAPTER IV. ANALYSIS RESULTS AND DISCUSSION …………... 63

4.1 The Transitivity Processes Analysis………. .……. 63

4.1.1 The Relational Process Analysis……… 65

4.1.2 The Material Process Analysis…………..……… 80

4.2 The Social Actor Representation Analysis..………. 90

4.2.1 The Exclusion/Inclusion Representations……... 90

4.2.2 The Active/Passive Representations………..……. 97

4.2.3 The Personalization/Impersonalization Representations..………….. 103

CHAPTER V. CONCLUSIONS AND RECOMMENDATIONS ………… 109

5.1 Conclusions ………... 109

5.2 Recommendations ………. 111

BIBLIOGRAPHY ………... 114

xi

LIST OF TABLES

Table 2.1 The characteristics of process types ………. 26

Table 2.2 The principal categories of ‘relational’ clause... 31

Table 2.3 Examples of process in behavioural clause………... 36

xii

LIST OF CHARTS

Chart 4.1. The transitivity processes in the data ……….………….. 64

Chart 4.2. The relational processes in the data ………... 66

Chart 4.3. The material processes in the data ……….. 81

Chart 4.4. Inclusion/exclusion representations in the data ……… 91

Chart 4.5. Active/passive representations in the data ... 98

xiii

LIST OF APPENDICES

Appendix 1 The Selected Display Advertisements Taken from Kompas

Newspaper……… ………. 117

Appendix 2 The Domain of the Commodity in the Selected Data………. 176

Appendix 3 The Transitivity Clauses in the Data ………..……… 178

Appendix 4 The Relational Clauses in the Data ……….……… 186

Appendix 5 The Material Clauses in the Data ……… 191

xiv ABSTRACT

Lelly Sepniwati. 2014. Identity-Building Strategy in the English Advertisements in Kompas Newspaper. Yogyakarta: The Graduate Program in English Language Studies, Sanata Darma University.

Advertisements have become an integral part in the contemporary community. Their significance in asserting a certain idea is widely acknowledged, especially the consumerism ideology. In spreading this ideology, the commercial advertisements have implemented various strategies to increase the capital advantage aimed by the advertisers. Concerning the calculated framework of consumerism, there is a tendency from the producers to imply an influential effect of the brands and the products on the social value toward the community. This tendency is recognized as the identity-building strategy. In this identity representation, the common technique found and analyzed by many researches is the English utilization in the non-English speaking countries. The advertisers are prone to strengthen the English implication as the international language with the manner in which it is configured, both in the grammatical and lexical choices, in the identity-building strategy. For that matter, the problems of the study are formulated into two consisting of what types of transitivity process are typically exploited in the English clauses and what representations of social actor are applied in constructing the identity-building strategy in the

Based on the indications, this study emphasized the commercial advertisement attempts to persuade the customers to buy the product by promoting additional social and psychological benefits of the merchandise, namely identity. The data were taken from a prominent newspaper which contains many commercial advertisements, namely Kompas newspaper. There were 188 English clauses contained in 59 display advertisements from the first to fourteenth June in 2012. In analyzing these clauses, there were two methods applied in the research. The transitivity process as the initial step was conducted to examine the exploitation of the grammatical and lexical choices in proposing the appealing value of social identity in the discourse. Consecutively, the social actor representation analysis was implemented to give better understanding on how the commodities and the social community are generally depicted considering the effect they have toward each other in the identity assigning strategy.

The findings show that there are two major grammatical processes in delivering the notion of identity value. The first one is the relational process and the second one is the material process. In the relational process, the direct quality and symbolic attachment is the salient advertising cues in realizing the social values shown by the highest number of intensive clause in the process. In the material process, the notions of attitude improvement and continuous action are heavily imbued in accommodating the desired values emphasized by the largest distribution of transformative clause in the data. Furthermore, the advertisers and the advertising agencies often stress this improvement and continuous action as a result of a

xv

participant strong influences toward the other. When the action refers to the consuming act, the influence of the customers is significant in the realization. However, the focus is shifted when the depicted processes denote the providers for this improvement attitude. It shows that the ones that have greater influence in realizing the transformation attitude are the brands and the products.

Further analysis focusing on the representations of the four social actors – the narratees, brands, products, and endorser – implies that the most significant aspect in the commercial discourse is the existence of the brands and the products respectively. Moreover, the prospective purchasers are usually represented as the dependant entities that cannot be separated from the existence of the company representations if they wish to acquire the desirable profiles. It can lead to the outcome that the brands and the products are becoming the badge of the inherent identity of the social community.

xvi ABSTRAK

Lelly Sepniwati. 2014. Identity-Building Strategy in the English Advertisement in Kompas Newspaper. Yogyakarta: Program Paskasarjana Kajian Bahasa Inggris, Universitas Sanata Dharma.

Iklan telah menjadi bagian integral dalam masyarakat kontemporer. Peranan penting iklan dalam menegaskan sebuah ide khususnya ideologi konsumerisme telah diakui secara luas. Dalam menyebarkan ideologi ini, iklan komersial telah menerapkan berbagai macam strategi untuk meningkatkan keuntungan finansial yang ditargetkan oleh para pengiklan. Berkenaan dengan kerangka pemikiran konsumerisme, ada kecenderungan dari produsen untuk mengimplikasikan pentingnya pengaruh merek dan produk terhadap nilai sosial masyarakat. Kecenderungan ini dikenal sebagai strategi pembentukan identitas. Dalam penggambaran identitas ini, teknik yang umum ditemukan dan dianalisis oleh banyak penelitian adalah pemanfaatan Bahasa Inggris di negara-negara yang bahasa nasionalnya bukanlah Bahasa Inggris. Para pengiklan seringkali menguatkan implikasi dari posisi Bahasa Inggris sebagai bahasa internasional di dalam strategi pembentukan identitas dengan pemilihan tata bahasa dan kosakata yang digunakan di dalam teks. Dengan bertumpu pada wacana ini, penelitian ini memiliki dua pokok permasalahan yang terdiri dari proses transitivitas apa yang biasanya digunakan di dalam klausa Bahasa Inggris dan representasi aktor sosial apa yang digunakan dalam strategi pembentukan identitas pada iklan tertulis berbahasa Inggris.

Berdasarkan indikasi tersebut, penelitian ini memfokuskan pada bagaimana iklan komersial membujuk para konsumer untuk membeli barang yang dipromosikan dengan menawarkan keuntungan sosial dan psikologis barang tersebut, yaitu identitas. Data diambil dari sebuah surat kabar terkenal yang berisikan banyak iklan komersial, yaitu harian Kompas. Ada 188 klausa Bahasa Inggris yang terdapat dalam 59 iklan display terhitung dari tanggal satu sampai empat belas Juni 2012. Dalam menganalisis klausa-klausa ini, ada dua metode yang diterapkan di dalam penelitian. Proses transitivitas adalah metode pertama untuk menelurusi eksploitasi pemilihan tata bahasa dan kosakata dalam menyiratkan nilai menarik identitas sosial di dalam wacana. Selanjutnya, analisis representasi aktor sosial dilakukan untuk memberikan pemahaman yang lebih mendalam mengenai bagaimana komoditi dan masyarakat sosial secara umumnya digambarkan di dalam strategi pembentukan identitas dengan mempertimbangkan pengaruh yang mereka miliki terhadap satu sama lain.

Hasil analisis menunjukkan bahwa ada dua proses utama transitivitas dalam menyampaikan gagasan berkenaan dengan nilai identitas. Yang pertama adalah proses relasional, dan yang kedua adalah proses material. Dalam proses relasional, pelekatan kualitas dan simbolisasi secara langsung adalah isyarat iklan yang paling menonjol dalam mewujudkan nilai-nilai sosial terlihat dari tingginya jumlah klausa intensif. Dalam proses material, konsep peningkatan diri dan tindakan yang berkesinambungan sangatlah signifikan yang mengacu pada besarnya klausa transformatif dalam mengindikasikan nilai yang diinginkan. Selain itu, pengiklan dan

xvii

biro iklan sering menekankan sisi peningkatan diri dan aksi yang berkesinambungan ini sebagai hasil dari pengaruh kuat seorang aktor terhadap aktor lainnya. Ketika proses merujuk pada kegiatan pembelanjaan, pengaruh pelanggan sangatlah penting dalam mewujudkannya. Namun, hal ini berubah ketika proses tersebut menunjukkan penyedia jasa dalam sikap peningkatan diri. Ini menunjukkan bahwa keberadaan yang memiliki pengaruh lebih kuat dalam mewujudkan sikap transformasi diri ini adalah merek dan produk.

Analisis lebih lanjut yang berfokus pada penggambaran empat aktor sosial-narratees, merek, produk, dan endorser-menampakkan aspek yang paling signifikan dalam wacana komersial yaitu keberadaan merek yang diikuti oleh produk. Selain itu, pembeli potensial biasanya digambarkan sebagai entitas non-mandiri yang tidak dapat dipisahkan dari keberadaan representasi perusahaan jika mereka ingin mendapatkan profil yang diidamkan. Hal ini dapat mengarah pada sebuah asumsi yang menyatakan bahwa merek dan produk adalah lencana yang melekat pada identitas sosial masyarakat.

1

CHAPTER I

INTRODUCTION

In the beginning chapter of this study, the introduction of this thesis is

presented. In the background of the study, as the opening part, it elaborates the

importance of advertisements and its relation with society, a glance of the elements in

advertisements, the types of analysis which are implemented and the classification of

the study. This part is followed by the problem formulations comprised of the

research questions which are explained further in the research objectives part.

Eventually, this chapter ends with the significance of this research in some fields of

study framed in the benefits of the study.

1.1 Background of the Study

For the past few years, many countries had been affected by the global

monetary crisis which was also referred to as the Great Recession. Indonesia was one

of several countries which managed to avoid the impact of the Great Recession. In

spite of its status as a developing country, Indonesia was able to maintain its stable

economic growth compared with many European countries which had been affected

by the recession in a great extent.

Indonesia managed to decrease the impact of the global economic crisis due to

several reasons. The main contributor was consumption. Nasution in Kompas

(12/11/2012), the Governor of Bank Indonesia, stated that, although Indonesia did not

having the most stable economic growth in the world. He explained that the main

factor behind this positive condition was brought by the enormous consumption rate

from both the household and the government sectors followed by the export and

foreign investment sectors. This positive economic condition makes Indonesia one of

the prominent marketing industries in the world.

In line with the marketing notion, it has been widely known that in order to

make the product purchased by the consumers in a great quantity and continuously,

there must be a well-developed marketing strategy to realize it. One of the most

common applications is the usage of advertising. With creative words and layouts

suitable with the context, advertisements have an ability to penetrate the mind of

society in accepting certain kind of messages which are implied in them. Hence, it is

not an understatement that advertisements are considered as one of the most powerful

devices in manipulating the subconscious realm of the audience. Simultaneously,

advertisements grow considerably in intense amount recently in Indonesia.

Advertisement is a well-known phenomenon in the global society. It is hardly

possible to avoid this type of text. It appears every time and everywhere in everyday

life. When someone rides motorcycle in the road, he or she will pass one or more

billboards along the way. For someone who loves watching television, he or she will

be exposed to an abundance of audio visual advertisements. Furthermore, it is

common to find advertisements in every kind of newspapers and magazines read by

all levels of social groups. In fact, the internet, which is regarded as the latest media

that has just emerged from the last two decades, contains advertisements in such a

Due to its main purpose, advertisements, namely commercial advertisement,

ooze with the ideology of consumerism. This ideology is imbued in advertisements

by exploiting the desires, feelings, and needs possessed by an individual (Goatly,

2000). The copywriters utilize this exploitation by offering positive values of the

products or services toward the readerships. In other words, they sell them by

entrancing the readerships of the significant benefits they can gain in their daily life.

In offering these benefits, advertisement uses different strategies deemed to be

appropriate in the respectable context of the target market. Those strategies can be in

the form of informative content, influencing approaches, emotive appeal, and brand

exposure (Armstrong, 2010). Thus, to fully grasp the situation and condition of the

prospective buyers, the advertisers from transnational and international companies

usually employ some market researchers to recognise or create fresh methods of

consumption (Goatly, 2000). Afterwards, the findings of the researches will be

utilized to segment the market according to numerous specialised niches which are

fragmented based on the income level, age, household type and locality. This strategy

is able to guide the change of culture rapidly and enable the development of modern

consumer capitalism encouraged by the powerful economic groups in the society.

One of significant techniques employed in this era is the use of the lingua

franca of advertisements which is English. It is not unusual to find English use in

some parts or entire part of an advertisement, though Indonesia is not an English

speaking country. Regarding the communicative aspect of advertising which is to

inform and persuade consumers to buy a product (Bhatia, 2006), it can be an

even literate in English. Such techniques should not be applied by the advertisers as it

is very ineffective for the financial purpose. Nevertheless, the reality speaks

otherwise.

There is an underlying motive which drives the robust of the English

exploitation in the domestic country. Bhatia (2006) argues that this seemingly

counter-intuitive and counter-productive advertisement actually relies on unconscious

planning by the national or international advertisers who assume that their

readerships are bilingual in English. This assumption foregrounds a conceptualization

of the global citizen reinforcing English as a prerequisite to be acknowledged as a

global citizen.

This particular phenomenon suggests that English enhances the values of the

advertised products or services. The advertisers consider English as a ―cool‖ language which has miraculous power to render the audience identity to become

―international, modern, rational, objective, ethno-cultural stereotypes, etc.,‖ (Bhatia, 2006). This identity-building propaganda is a formidable appeal of the product for it

is typically inclined by the contemporary society nowadays.

In turn, it can be concluded that language is in close affinity with identity

construction shown by the implication that English facilitates the identity

representation of the brands and products in advertisements. Thus, it guides to an

assumption that there is a pattern which is traceable from the linguistic element

blended with the commercial layout to represent the relation between the

merchandise items and the consumers for realizing the act of identity transforming

advertisement is viewed as a discourse in this study as it expresses identity

representation by means of specific sets of linguistic, visual and other semiotic

resources (Machin and van Leeuwen, 2007).

The view is grounded by the concept of discourse in the way it perceives text

as a tool that functions above the grammatical and lexical construction applications.

Fairclough (1995) argues that texts comprise of two fundamental social practices,

specifically cognition and representation of the reality, and social interaction. The

linguistic configurations are constructed by the producers to present and describe the

world based on their perspective to the others. This communication is motivated by

certain idea or principle which is designed to penetrate the mind of society. This

‗conversion‘ can also be used to strengthen their domination in the community. It is in line with the purpose of advertisement in this study which is to assert identity-

building propaganda in the context of Indonesia intended by the large industries

incorporated in the persuasive element for the benefit of monetary income.

To figure out the pattern in this social practice, there are two types of method

employed in this study. The first method is the application of Systemic Functional

Grammar proposed by Halliday (2004). This method is considered appropriate

because it sees the meaning mirrored by the functions of the structures and the

constituents of linguistic elements in a particular context as the primary concern

(Lock, 1996). The communicative aspect of the text is emphasized simultaneously

with the rules implemented in the formation of linguistic element.

In this grammatical configuration, this study utilizes transitivity process. It is

in representing the world and how they act and relate to each other (Thompson,

2004). In other words, it analyses the grammatical and lexical features contained in a

text and correlates them to reflect the idea, belief, opinion, notion, etc. in certain

context which is in line with the purpose of this study. Therefore, the manner in

which the English linguistic features configure the positive identity-building message

can be traced in the persuasive element of the advertisements.

The second method is closely related to the initial type. However, the major

interest is dedicated to the participants involved in the social activity. It is embodied

in the social actor representation introduced by van Leeuwen (2008). This method is

regarded as an important enclosure in the analysis for it uncovers the systematic

consideration on the way the main social actors are represented in relation with the

identity construction by the powerful economic groups in Indonesia.

Meanwhile, the source of data in this study is the English advertisement in

Kompas newspaper. The primary reason behind this is due to its nature in employing

static components to catch the readership interest at least for a short period of time

toward the advertisement (Paxon, 2010). Though print advertising is not as rich as

other types of advertisement which is merely realized by employing two modes of

communication, visual and verbal, the print advertising compensates it by elaborating

further details on the product or services creatively in a single frame to achieve a

great impact toward the target audience at first glance. However, the current printed

advertisements can also capture the ‗movement‘ aspect portrayed in the visual image by projecting an illusion of moving object, especially in car advertisements. Thus, it

advertisement to persuade the readerships to buy the product or use the service

presented in the newspaper advertisements in relation to the identity-building

strategy.

1.2 Problem Formulation

Based on the explanation above, the problems were formulated as follows.

1. What transitivity processes are typically exploited in the English clauses to

construct the identity-building strategy in the English printed advertisements?

2. What are the representations of social actors in constructing the identity-building

strategy in the English printed advertisements?

1.3 Research Objectives

As it has been mentioned earlier, the producers of advertisement attempt to

hypnotize the market to consume the product or service by applying identity-building

strategy in the discourse. Therefore, the objectives of this study are to find the traces

of this identity-building pattern employed in the grammatical and lexical features of

English contained in the print advertising and to reveal the social actor

representations in the aforementioned social practice. For that purpose, this study

utilizes transitivity processes and social actor analysis as the main tools which are

integrated in the context of the advertisements.

The aim of the first objective is to find the correlation of the actual reality

with the fabricated one depicted in the printed advertisements. In order to obtain the

objective, the representations of the world, such as belief, opinion, and ideology are

regarded as crucial matters to be investigated. With the help of the transitivity

general transitivity processes in motivating inherent image or personality fabrication

integrated in the commercial discourse in Indonesia.

Afterwards, it is deemed necessary to find how the cluster of people is

represented in realizing this identity transformation activity. Thus, the second

objective of this study is to uncover the social actor representational choices in the

referred social practice. It is congruent with the purpose of social actor

representational analysis for it assesses the categorization of people ingrained in the

discourse in terms of their roles and social strata in the society (Machin and van

Leeuwen, 2007). Through the incorporation between these two methods, there is an

expectation that the results of the analysis can reflect the manner in which an

aspirational identity is constructed through the spectacles of corporate institutions, so

that it can intensify the appeals of the brand toward the target market.

1.4 Research Benefits

Theoretically, this study can give contribution to the discourse analysis,

especially in the field of advertisement. It is intended to enrich the discussion of the

language of advertisements concerning the notion of identity reconstruction strategy

which is eloquently designed by the producers of advertisements.

In addition, the practical benefit of this study is to present better

understanding on the system of language use in advertisement. In this case, the way

English is used by the copywriters integrated with the context of the discourse for the

purpose to persuade the readers to consume the advertised products or promoted

services. Thus, the readers‘ awareness on the rhetorical device utilized in advertisements can be enhanced in order to make them more critical regarding the

discourse of advertisement, especially to avoid calculated manipulation of certain

10

CHAPTER II LITERATURE REVIEW

In this chapter, the review of theories applied in this study and their

applications are presented. There are several theories which become the foundation of

this study. They are the theory of advertisement, language in advertisement, discourse

analysis, transitivity, and social actor representation. The way these theories

implemented is summarized in the theoretical framework in the following part. In

addition, the related studies are also presented to show several similar studies

conducted in this field.

2.1 Advertisements

The term advertisement originally comes from a Latin word advertere which

means to direct attention into (Danesi, 2010). It refers to a public announcement for a

product promotion. Officially, according to Indonesian Advertising Council (2007),

an advertisement is a marketing communication message or public communication of

a specific product through the use of media which is funded by an established

promoter to some or whole public community. Instead of limiting the reference to

certain concrete goods or commercial merit, the term product can be further

generalised into goods, service, idea, event, and image. Therefore, advertisement

purpose can be expanded into proposing an idea or enhancing the image of particular

institution or company due to its possible effect in altering or influencing the mind of

product or service, this type of advertisement pays more attention on the effort of

increasing the good image of an institution or company or suggesting an idea toward

the audience.

However, the most common advertisement exposed to the society is a

corporate or commercial advertisement. It can be defined as a form of literacy that

has been paid for to associate meaning with brands (Myers, 2009). The group of

people responsible for the monetary expenses are the companies or the advertisers.

This monetary outcome is intended solely to gain more monetary income. In other

words, it is a text to sell goods or services of the producers for monetary purpose.

To reach the monetary benefit aim, advertisement cannot be separated from

the power of persuasion. In fact, this power is the integral part of advertisement. It is

unquestionable because advertising is a mean of a company designated to sell certain

commodities and services, propose an idea and enhance the image of an institution or

company (Danesi, 2002; Goddard, 1998). Mostly for the commercial advertisements,

it is a massive industry involving a great amount of capital in the business focused on

stimulating the ‗consumption of the goods and services advertised‘ (Paxson, 2010) toward the audience. Therefore, without the persuasive essence, any kind of form of

advertisement is meaningless resulting in a significant financial loss.

However, in the early time of advertisement, this giant business is considered

as a small scale industry. This industry started to flourish in the era of Industrial

Revolution in order to cope with the effect of the tender mechanization era which was

mass production (Brierley, 1995; Goatly, 2000; Paxson, 2010). At first, goods were

from the merchants without asking what the manufacturer was because everything

was created and crafted in a limited production manually. Most people directly

offered their services to the customers with the absence of organization or company.

This tradition drastically changed when machine was introduced in the Industrial

Revolution. Small scale production was abandoned gradually and converted into

mass production. Consequently, the manufacturers met new problem of how they

needed to sell their large quantities of product in a rapid way which occurred before

the birth of automatic devices. Thus, advertisements were the needed solution for this

matter.

Early advertisements were not as complicated as the current situation though.

They were usually created by the manufacturers of the advertised products with the

consequences of ‗little selling‘ (Paxson, 2010) because they did not possess the ability of selling charmingly though they knew their products thoroughly. The

competitors started to act aggressively in the early 1900s by seeking the help of

advertisement agencies which had been evolved from placing the advertisements to

be published into firms that exploits creative strategy and technique in the promoting

media.

2.2 Printed Advertisements

Media as a mean for the advertisement to be published has been taken into

consideration for many advertising agencies as an important strategy. The importance

of media is recognized greatly by the agencies in the form of their media departments

which are expected to develop appropriate media plan that is cost-effective consists

advertisements (Belch & Belch, 2003). They need to consider the effectiveness of the

advertisements through the use of certain media.

Nowadays, the types of media have been developed from the printed ones,

such as newspapers, brochures, etc., into the digital ones, such as internet. Hence,

these variations of media have affected the form of advertisements. It is hardly

possible to generalize the components or structures of advertisements in every media

because of different characteristics possessed by each type of media. Despite the

complexity, there is one type of advertisement which can reach the largest market,

namely the printed advertising (Danesi, 2002).

This advertisement employs static components thus it tries to compensate the

immobile elements by using various techniques for the readers to catch their interest

at least for a short period of time at the advertisement (Paxson, 2010). It tends to get

the attention by relying on the visual elements in which the photographs and

illustrations work carefully to cause the image transmits information as much as it

can without putting a heavy burden for the customers in gathering the meaning

(Paxson, 2010).

In making this type of advertisement, the creators interlace all or several

elements in the organization. Due to highly different organizations among many

advertisements, some experts construct slightly different elements contained in a print

advertisement. Armstrong (2010) defines six elements in the printed advertisements

consisted of headline, pictures, text, body text, typeface, and layout. Meanwhile,

photo or drawing, caption, copy, paragraph headings, logo, price, response device and

overall layout.

The first classification focuses on the organization of the execution of the

headline, pictures, and text. In other words, the main focus is the layout. Thus, the

structures of the headlines and text are not described in a satisfactory way which is

crucial in analyzing the third aspect of strategy—linguistics—in an advertisement (Myers, 2010). The latter classification is more detailed related to the ‗missing‘ elements. Unfortunately, many advertisements do not apply the whole elements in the

organization and the tendency of overlapping can be found in a high frequency. This

flaw may cause unnecessary complexity in the research.

Aside of the above organization, there is a classification which divides the

basic elements of the printed advertisements. These fundamental elements are

comprised of headlines, body copy, visual elements, and layout (Belch & Belch,

2003). By using this classification, the tendency of overlapping can be decreased

significantly because the rest of the elements can be part of those basic elements.

Furthermore, most of the printed advertisements apply these basic elements in their

structural domains.

Headlines as the first elements are considered as the most eye-catching tool in

an advertisement. These are the words which occupy the leading position of the

advertisement in order to draw the attention of the readership the most (Belch &

Belch, 2003). They are usually in the form of the largest font and separated from the

body copy. Though many advertisements contain one headline, it is not unusual to

larger than the body copy which is recognized as the subheads. The following

element is the main text which describes the product or service advertised referred as

the body copy. The main selling message for the product or service is the content of

this part. Hence, this element is usually known as the ―heart of the advertising

message‖ (Belch & Belch, 2003). Those linguistic aspects are usually accompanied by illustrations which are the third major component. Its function is to attract

attention which is similar to the purpose of the headlines. By utilizing this

component, the effectiveness of a printed advertisement can be enhanced. These

major components complement each other and form an effective and efficient print

advertisement if they are arranged in appropriate order. Thus, the physical

arrangement, mostly known as the layout, of these elements is deemed as the final

major component in the structural domains of a printed advertisement.

These structural domains are configured cleverly based on the creativity of the

producers. Though creativity does not have any boundary, the producers need to

consider the type of printed advertisement they intend to use. There are several types

of printed advertisement. Despite these varieties, display printed advertisement is the

most favourable marketing tool chosen by many corporations.

The reason of using display printed advertisements is based on the

consideration that the majority of advertisements are larger than the classified

advertisements for their stronger effort in catching the attention of the readerships.

They need to be more eye-catching than the classified advertisements because they

‗domain‘, they can be found throughout the newspaper and generally apply visual and

verbal device configurations (Belch and Belch, 2003).

The second consideration is related to the marketing region of the products or

services merchandised in this type. The marketers of branded products or services in

this advertisement are usually sold their merchandise or commercial act on a national

or regional level (Belch and Belch, 2003). They are designed for the purpose of

creating and maintaining demand for a company‘s product or service. Moreover, they act as a promoting device for the local retailers that stock and market the advertiser‘s

products.

Based on the indication presented above, an advertisement is constructed of

multiple layers of creative symbols in such a way in order to ‗mystify‘ the customers to consume the products. However, these ‗unrestricted‘ attempts to enthral the

prospective buyers actually need to take some salient considerations in creating this

money maker device. Therefore, the following discussion present the restrictions of

the communicative aspect that envelope the implied meaning camouflaged by the

creators of the advertisements.

2.3 Language in Advertisements

Due to the strategy and technique, advertisement is quite different with other

types of text, especially in the language aspect. An advertisement uses creative or

innovative language in order to catch the attention of the target audience (Myers,

2009). This cogitation is extremely crucial because every competitor compete with

each other to achieve the potential customers‘ attention which is the initial stage of

various attention getter elements, mostly humour, sex and emotion (Sutherland,

2008).

It should be taken into account that getting attention is merely one component

of effective advertisements. The advertisements are not considered fully effective if

the audience fails to direct their attentions toward the brands and the contained

messages (Sutherland, 2008). Furthermore, the various elements, such as verbal and

visual, in the advertisements should blend together in a perfect harmony. Therefore,

these diversities should be seen as a mosaic in which the uniqueness of each element

is presented together in an artistic way. For the audience to understand the content of

the advertisements, the elements should project coherence which can be captured

from the network of creativity by the advertising agencies (Matheson, 2005).

However, there is an additional crucial information about the elements in the

advertisements regarding with the language is the focus. Sugarman (2007: 29) states

that ―All the elements in an advertisement are primarily designed to do one thing and one thing only: get you read the first sentence of the copy.‖ Every element is

important because they constitute a single purpose in making the readers read the

copy. This statement leads to a conclusion that the copy of an advertisement is the

main selling point in the promotional text.

In constructing a creative and eloquent copy, the copywriters always try to

embed multiple aspects in the language. Though the language of advertisements is

innovative, the language itself is restricted. Every word counts to catch the attention

or pique the interest of the audience in order to become the potential buyers. The text,

the context (Myers, 2009). The copywriters should discuss the linguistic elements

contain in the advertisements with their production teams whether they are

appropriate or not with the other elements in advertisements. They also need to gain

agreement from the clients whether their advertisements can bring the intended image

of the product or services. The language must not cross the boundary of legal

regulatory constraints in particular domains. In brief, these skilled professionals

should create an advertisement under the supervision of bureaucrats and combine

those regulations in their works (Myers 2009).

Leaving aside the regulation constriction, this type of text offers a unique

characteristic of language differs from others. Myers (2009) argues that

advertisements do not have special register of their own because they usually adopt

various kinds of grammatical features or lexis contained in other genres. He explains

that, in the environment saturated with advertising, they need to make clever use of

language to stand out, to engage the reader/viewer, to be talked about and recycled in

popular culture. In turns, innovative use of language is constantly foregrounded for

the purpose and audience of advertising.

2.4 Identity-Building Strategy

Nowadays, the linguistic choices of many advertisements are prone to convey

a particular message to promote the brand or product toward the audience. The

accompanying persuasive aspect is the identity-building implication. Regarding the

commercialization of identity, it is very important to understand the term ―identity‖.

Machin and van Leeuwen (2007) present the explanation of what identity is regarding

is. It relates to the perspective on the way someone defines his or herself in the

community. The markers of identity are varied, from age, nationality, job and income

to social class and psychological aspects, such as free, fun, independent and loving

individual. These traits are salient to prove and acknowledge the existence of

someone in the world.

The global media, in this case is advertisements, have included identity notion

in their marketing strategies. They typically orient the additional prominent benefits

of the products toward various enticing modern lifestyles and identity indicating

identity crisis phenomenon in contemporary society (Goatly, 2000). In response, the

consumers are being led to chase the temporary perfect identity provoked by the

advertisements by purchasing and using the products. Thus, identity has become

accompanying merchandise promoted in the commercial discourse.

Intriguingly, the identity promoted in the advertisements can be categorized as

superficial identity. Machin and van Leeuwen (2007) remark the uniqueness by

stating that the consumers‘ identity is defined based on the lifestyle they indulge in, namely clusters of behaviours, attitudes, and consumption patterns of the prospective

buyers. They include this type of identity as ‗lifestyle‘ identity in which it relies heavily on the reflection of the attitudes, values and preferences in appearances,

namely dress, accessories, gadgets, and so on. Therefore, the promoted products are

becoming the markers of identity in contemporary society.

In order to enhance this lifestyle identity, there are various techniques

employed by the creators. One of them is English utilization in the message of the

domain, but it is also acknowledged as a powerful tool to provoke certain images of

the products (Bhatia, 2006). Bhatia (2006) remarks this identity implication by

emphasizing that English possesses influencing psycholinguistics behemoth in the

non-Anglophone countries. This essential role is proven from its immense

employment in product and brand information message contained in the

advertisement.

2.5 Discourse Analysis

From the above explanations, it is noticeable that the psychological benefits of

the products are regarded as an important persuasive tool. Hence, it needs to be

conveyed rhetorically in the advertising message. It leads to an assumption that

communication is the central point in the creative construction of advertising strategy.

Fiske (1990) gives a general definition of communication by stating that it is a social

interaction through messages. By assuming that people transmit and receive the

message, it is considered as a social practice within particular set of social value in a

community.

Because culture is distinct in nature, there are numerous disciplinary

approaches to study this cultural integrated communication. Hence, Fiske (1990)

divides them into two major schools in communication study. The first one concerns

with the production and exchange of meanings. It concentrates heavily on the role of

texts, especially on how messages or texts interact with people in the production of

meaning in the context of similar or different cultural environments. The way people

interpret the messages is the main focus in this school. Meanwhile, instead of

communication as the transmission of messages. The salient matter is on how the

senders and receivers encode and decode the messages through the channels and

media of communication. It suggests that intention is a crucial factor in deciding what

constitutes a message to affect the behaviour or state of mind of another.

Based on the above explanation, this study follows the second school which is

referred as the ‗process‘ school by Fiske. It is in line with the focus of the study

because it views advertisement as a persuasive tool to promote products by evoking

certain feelings associated with the brands to the mind of the consumers in the

identity fabrication act. Therefore, it uses discourse analysis as the approach in

investigating the process of communication in print advertising.

Discourse analysis gives the linguistic construction of a text a prominent

position in its focus of study. It views texts as devices that can influence and

contribute the changes of society (beliefs, attitudes, etc.), actions, social relations, and

the representation of the physical realm (Fairclough, 2003). Pertaining to this angle,

language is a site of ideology that shapes what speakers feel and think to the extent

that it is able to direct public‘s opinion to support the interest of certain powerful

groups (Matheson, 2005). It proposes that texts play a role on social change through

the meaning of language.

However, in discourse analysis, language does not stand alone. Every context

determines the way the text was shaped (Fairclough, 2003). It reinforces the notion

that the verbal element is greatly influenced in relation to other elements in a

particular text. Responding to this notion, Cook (1992) caters an option to analyze

include the participants and the purpose of this communicative discourse, the social

conditions of the target society, the medium of the discourse, and the way the

communication is conducted. These elements are encapsulated into eight types of

context presented as follow.

The first one is the concrete material which carries or relays text, namely the

substance or media. The second element is the non-grammatical features of the text,

such as music and pictures. The third element is the accompaniment of meaningful

behaviour of language referring to voice quality, gestures, facial expressions and

touch, and choice of typeface and letter sizes. The situation represented in the text is

also included in the context for it builds a relation between the surrounding objects

and people realized in the text as perceived by the participants. The text which

precedes or follows the analyzed text – co-text – is also considered as a part of the context if it is perceived as belonging to the same discourse. Intertext — mentioned by Myers (2009) in the preceding section – is included as a factor to be investigated in relation with context because, usually, there is a certain text associated with the

text under consideration that affects the interpretation though it belongs to other

discourse.

The seventh element is slightly different from the erstwhile elements because

it suggests the inclusion and exclusion roles simultaneously in the realm of discourse.

It is the participants involved in the text. Cook (1992) remarks that participants

involve their intentions and interpretations, knowledge and beliefs, interpersonal

attitudes, affiliations and feelings. Each of them simultaneously plays an inherent part

text. However, they can also be the outsiders of the discourse because the

interpretation of the meaning making process is devoted to them. Thus, they are

assigned double roles in the advertising discourse, as a part of the context and an

observer of it.

These aforementioned elements are organized in a clever way to communicate

the messages of advertisement. This act of communication is guided by the final

element of the context, the function. Based on Fiske‘s (1990) argumentation, the

function can be defined into the intention of the producer or the interpretation by the

consumers of the discourse. Either way, the analysis on advertisement discourse

needs to correlate the text and context implications utilized by the advertisers.

Regarding the function of the context, this study focuses greatly on the

intention of the producers, especially on their attempts to persuade and influence the

behaviour and mind of the targeted consumers. Hence, the participants as the ones

who play an integral part of the context as well as the receiver of the messages are the

main features in the analysis.

In order to investigate represented participants in print advertising, this study

uses two steps of analyzing method. The first one is the transitivity processes in

Systemic Functional Grammar by Halliday (2004). Then, the social actor

representation analysis proposed by Leeuwen (2008) is conducted to find out the

significance of the investigated participants in the imposing social values by the

advertisers exploited in the strategy of advertising. These methods are presented in

2.6 Transitivity Processes

As it has been mentioned previously, the language of advertisement is creative

which is established on the ground of consumerism ideology. Ergo, the analysis

focuses on the rules of the linguistic device solely cannot grip the stimulating idea

behind the English linguistic system constructed by the copywriters through the

Indonesia advertisements. Indeed, the grammatical and lexical configurations are the

fundamental requirements in enacting the social practice. However, if the analysis

implements the approach focusing on the linguistic construction forms without taking

into account the context of the unfolding activity, it may cause a misrepresentation of

the human communication complexity (Cook, 1992). On the other hand, by

conducting systemic functional grammar as the analysis tool, the functions of each

element can be investigated thoroughly in the respective contexts.

In order to analyze the grammatical construction and vocabulary choice

conducted by the copywriters to associate the products with eminence social values in

print advertising, transitivity system is considered an appropriate tool in this study

instead of the mood and thematic systems. It entails the main concern of the

transitivity system which is to allow the description of the representations of the

social world to be assessed through the clause as well as configures the significant

relation among the process, participants, and circumstances involved in the clause

(Halliday, 2004). From this perspective, language is composed of different entities in

the world which possess particular action toward the others and description of the

2.6.1 The Processes and Participants

In this system, meaning is established toward the process involved in a clause.

The focal point is that a clause consists of process or a flow of events (Halliday,

2004). The continuous flow of event with its variation experienced and intended by

the writers is captured and transferred into a clause. Simultaneously, the process

affects the choice of grammar and vocabulary in a clause by determining the way it

encodes an experience of the real world into the realm of language system

(Thompson, 2004).

Basically, there are two distinguished classes of process types, the process of

the external world (outer experience) and the process of consciousness (inner

experience). Halliday (2004) describes the grammatical categories for these

experiences as material process clauses and mental process clauses. However, in order to construct a coherent theory of experience, there is an additional component

in the system which is relational process clauses that signify relation of one fragment of experience toward another for the purpose of identifying and classifying. Aside

those three main components, there is a component which shares the characteristics

of both material and mental process clauses indicated as behavioural processes that represent the outer demonstration of inner workings, consciousness and

psychological states processes. The fifth category of process which identifies the

symbolic relationships in the human consciousness resulted in the form of

language—having the characteristics of mental and relational categories—is construed as verbal processes. Finally, existential process is included in the process type which is situated between the relational and material processes as the process

related to existence. The components of each process type are summarized in Table

2.1 below.

Table 2.1 The characteristics of process types (Halliday, 2004: 260)

Process type Category

meaning Participants, directly involved Participants, obliquely involved material: action event 'doing' 'doing' 'happening'

Actor, Goal Recipient, Client; Scope; Initiator; Attribute

behavioural 'behaving' Behaver Behaviour

mental: perception cognition desideration emotion 'sensing' ‗seeing' 'thinking' ‗wanting‘ ‗feeling‘ Senser, Phenomenon

verbal 'saying' Sayer, Target Receiver, Verbiage relational: attribution identification ‗being‘ 'attributing' 'identifying' Carrier, Attribute Token, Value Attributor, Beneficiary, Assigner

existential 'existing' Existent

2.6.1.1 Material clauses: processes of doing-and-happening

The first primary system in the process type that defines the outer experience

is the material clauses. It accounts for a quantum of change in processes of happening

through the expense of energy (Halliday, 2004). The focus in this process is the

concrete changes happening in the participants resulted from the action.

Consequently, these processes involve concrete and tangible actions (Eggins, 2004).

The actions are done by an entity which may be directed toward other entities.

The active participant that contributes the energy in the action is recognized as the

Actor. Thus, it indicates that this participant is an inherent participant that takes the action of changing which leads to a different outcome of the initial phase of the

action can be extended is the Goal (Halliday, 2004). Therefore, the Goal does not always appear in this process type which makes it an oblique participant.

Related to the two participants, there are two types of clauses which address

the issue of the one in which the outcome is registered to. The process which

indicates the confinement of the outcome of the process to the Actor is intransitive

clause which represents a ―happening‖ process (Halliday, 2004). It stresses that ‗an

entity does something‘, thus, it does not require the existence of the Goal. It is usually

proven by asking what did x do? probe. The type of process which includes the Goal

participant is called transitive clause which represents a ―doing‖ which can be probed by a question, ―what did x do to y?‖ (Halliday, 2004). Hence, the outcome is

registered on the Goal. For instance, ―the lion sprang (Halliday, 2004)‖ indicates a happening or intransitive clause in which it implies that the Actor or the lion did the

action of sprang. The outcome of the action is confined to the Actor itself which is

the inherent participant. On the other hand, in ―the lion caught the tourist‖ (Halliday, 2004), the Actor did something to the other participant which is the Goal or the

tourist. Hence, the Goal undergoes the outcome of the process which indicates a

doing or transitive clause.

Regarding the final phase of the unfolding process in one of the participants in

the clause, there are additional subtypes which are deemed important to be discussed.

Halliday (2004) presents two subtypes to distinguish the nature of the outcome. The

first one is creative clause which implies that the Actor or the Goal comes into

existence as the result of the process conducted. Ergo, the outcome of the process is

(Thompson, 2004).‖ The Goal or the Christmas pudding is brought into existence through the process conducted by the Actor. The second subtype is transformative

clause which brings the notion of different final phase condition of the initial one of

the participant. Instead of coming into existence, the participant undergoes changing

which is the effect of the process. It should be noted that the participant has already

existed before the action is conducted. However, Halliday (2004) argues that it can

also suggest maintaining the condition of initial phase of the participant because it

still has a connection with the condition of the existing participant. For example, ―My

mum never eats Christmas pudding (Thompson, 2004).‖ The sentence implies that my mum or Christmas pudding has already existed before the action. Consequently, it

indicates that the outcome of the process is to maintain the condition of the

participant of never consuming the dessert.

Aside of the inherent participants, there are also oblique participants that

contribute significant meaning in the clause. The roles included in the system are

Beneficiary and Scope. The Beneficiary participant includes the one which gains benefits from the process. In traditional grammar, it is recognized as the indirect

object which can be realized with or without preposition depends on its position

whether it precedes or follows the Goal (Thompson, 2004). The Scope, as the term

indicated, is an independent entity in the process which signifies the domain of the

existed process. It is highly restricted to intransitive clause in which it follows the

verb. Consequently, it can cause confusion whether it should be interpreted as a

Scope or a Goal. Hence, in order to highlight the differences, Halliday (2004)

Scope does not receive any effect performed by the process, (ii) the Scope can act as

the actual process in the clause, (iii) it cannot be probed by do to or do with question,

(iv) it cannot be followed by a resultative Attribute (a resultant qualitative state of the

Actor or the Goal of a completed process), (v) it is regulated to the participant of

non-personal pronoun, and (vi) possessive modification cannot be implemented in this

element.

2.6.1.2 Mental clauses: processes of sensing

In contrast with the previous clause, the Mental processes possess a focal

point toward the inner experience as the term itself refer to. Its major concern is the

quantum of change in the experience or process in the realm of consciousness

(Halliday, 2004). The focus is on the working of the inner self of a conscious being

on the surrounding event, belief, entity, and so on. Hence, the effect is mainly

directed at the participant who conducts the process himself rather than other

participant mentioned in the clause or something triggers the working of

consciousness of someone which marks the contrast with the material process.

In this process, there are usually two inherent participants involved. The first

participant is the Senser which is always recognized as human-like entity that bears the consciousness characteristic (Halliday, 2004). It is a highly isolated role which is

occupied by an entity that is acknowledged to possess abilities of feeling, thinking,

wanting or perceiving. This role is followed by the Phenomenon as the element that the process of consciousness is being reflected (Halliday, 2004). It denotes the

participant which is being projected to be felt, thought, wanted or perceived. These

194

Ad47C149

[Circ: location] right here, right now… step [Circ: location] into your new urban lifestyle

intransitive transformative

Ad47C150 choose [Goal] the right Avenue transitive transformative Ad48C153 to choose from intransitive transformative Ad48C154 light up [Goal] your home [Circ:

manner] with Plaza Crystal transitive transformative Ad49C155 [Actor] your future starts [Circ: manner]

with us intransitive creative

Ad50C159

[Actor] the real excitements that takes [Goal] you [Circ: extent] to wherever [Actor] your mind goes

transitive /

intransitive transformative Ad52C162 ride [Goal] your wishes transitive transformative

Ad53C166

[Actor] a Santika Hotel waiting for [Goal] you [Circ: Extent] no matter where [Actor] you choose to roam

transitive transformative

Ad53C167

[Actor] every Santika Hotel offers [Goal] the same winning combination of traditional designs and service that comes from the heart

transitive transformative

Ad53C168

[Circ: extent] wherever [Actor] your leisure or business travel may lead [Goal] you, [Actor] you will find [Goal] Santika Indonesia Hotels and Resorts [Circ: manner] at your service

transitive transformative

Ad54C170 share [Goal] the fun [Circ: location] at

J.Co transitive transformative Ad55C172 [Actor] a pleasant surprise is waiting

for [Goal] you transitive transformative Ad55C177 [Actor] that carries [Goal] our heritage transitive transformative

Ad55C179

[Actor] that delivers [Goal] uncompromised handling and performance

transitive transformative

Ad56C181 get [Goal] spectacular holiday [Circ:

accompaniment] with fantastic offer transitive transformative Ad57C182 unleash [Goal] your potential transitive creative Ad57C184 [Goal] who to call intransitive transformative

195

Appendix 6: The Distribution of the Social Actor Representation Data in the Data

Label descriptions: Social actors: 1. N : Narratee 2. B :Brand 3. P : Product 4. E : Endorser

Representational choices: 1. S : Suppressed

2. B : Backgrounded 3. I : Included 4. Act : Activated 5. Pas : Passivated 6. P : Personalized 7. A : Abstracted 8. Sp : Spatialized 9. In : Instrumentalized 10.So : Somatized

Code Representational Choice

S B I Act Pas P A Sp In So

Ad1C1 NBP BP BP BP

Ad2C2 N

Ad2C3 BP N NBP N BP BP Ad2C4 N BP B NBP B NBP Ad3C5 N BP

Ad3C6 N BP

Ad3C7 E E E

Ad3C8 N BP Ad3C9 N BP Ad4C10 N BP

Ad4C11 N BP BP BP

Ad4C12 N BP B BP BP BP BP BP Ad4C13 N BP B BP BP BP BP BP Ad5C14 N BP BP BP BP Ad6C15 NBP N N N

Ad6C16 NB NP N NBP N NBP

Ad6C17 NBP N N

196

Ad6C19 NBP

Ad6C20 B B B B B

Ad7C21 NBP N N NP N P N

Ad7C22 B B B B

Ad7C23 N N N N

Ad7C24 N B B B Ad7C25 NP B B B

Ad7C26 BP B P B BP

Ad8C27 NBP BP BP

Ad8C28 B B B B

Ad8C29 B B B B

Ad8C30 NBP Ad8C31 NBP

Ad9C32 BP BP BP

Ad9C33 BP BP BP BP BP

Ad10C34 BP P P P

Ad10C35 NBP N N NBP N NBP

Ad10C36 BP NBP NB BP N BP BP Ad10C37 NBP N N N N N Ad10C38 BP BP BP BP BP Ad11C39 B

Ad11C40 BP

Ad11C41 BP P P P P P Ad11C42 BP P P P P P

Ad11C43 B P P P P

Ad12C44 BP BP BP BP

Ad12C45 N N N N N N Ad12C46 BP N NBP N BP Ad12C47 BP

Ad13C48 BP

Ad13C49 NBP NBP NBP Ad13C50 B

Ad14C51 NB B B B

Ad15C52 NBP NBP NBP Ad15C53 B P P P

Ad16C54 NB N N N N N

Ad16C55 BP B BP BP BP

Ad16C56 NBP BP BP

Ad17C57 BPE E E E Ad17C58 BPE

Ad18C59 NB Ad18C60 N

Ad18C61 NBP P P P P

Ad19C62 N

Ad19C63 B B B B Ad20C64 B N N N

Ad20C65 NB BP B BP B BP Ad20C66 NB NB N NB N

Ad20C67 BP BP B BP BP BP Ad20C68 P NBP B NP NB P P Ad21C69 NBP NBP NBP NBP NBP Ad21C70 NB B NB B N

Ad21C71 NB NB NB

Ad22C72 NB N N N N N N Ad22C73 BP BP B BP BP P Ad22C74 BP

Ad22C75 B P P P

Ad22C76 NBP B BP NBP NB NBP BP Ad23C77 B

Ad23C78 BP P P P P

Ad23C79 N BP BP BP BP Ad24C80 NBP

Ad24C81 NBP NBP NBP NBP NBP NBP

Ad25C82 N B B B

Ad26C83 NB

Ad26C84 B B B B B

Ad27C85 NP P P

Ad27C86 NP P P P

Ad27C87 NP P P

Ad27C88 NB NP NP N NP P Ad28C89 NB B N N B Ad29C90 NBP N N NBP N NBP Ad29C91 N NB NB N NB B Ad30C92 NB

Ad30C93 BP BP BP P BP BP Ad30C94 BP BP BP

Ad30C95 NB NBP NB NBP N NB BP Ad31C96 NBP

Ad31C97 BP P P BP P B Ad31C98 N

Ad31C99 N BP BP BP Ad32C100 B

Ad33C101 N N N

Ad33C102 NB

Ad34C103 N P B B P BP Ad35C104 BP BP B BP BP

198

Ad35C105 P B BP P BP Ad35C106 BP P BP BP

Ad35C107 N N N N

Ad36C108

Ad36C109 NBP BP NP NBP Ad37C110 BP

Ad37C111 BP Ad37C112 N

Ad37C113 NBP BP BP

Ad37C114 B P P P

Ad38C115 NBP

Ad38C116 BP BP BP BP

Ad38C117 BP P P P P

Ad38C118 NBP N N NP N NP P Ad38C119 BP N N BP N BP

Ad39C120 NB

Ad39C121 NBP NBP NB NBP N NBP Ad39C122 NBP BP BP

Ad40C123 B B B B

Ad40C124 NB B B

Ad40C125 BP BP B BP BP Ad41C126 NBP N N N

Ad42C127 BP BP B BP BP BP Ad42C128 BP B BP BP BP BP Ad42C129 BP BP B BP BP P

Ad43C130 B B B B

Ad43C131 B

Ad43C132 N B B B

Ad43C133 NBP N N N N N

Ad43C134 NBP N N

Ad43C135 BP BP BP

Ad43C136 BP N N NBP NBP NBP

Ad44C137 NB N N

Ad44C138 BP P P

Ad44C139 BP B BP BP BP Ad44C140 BP BP BP BP BP BP Ad44C141 BP NP P N N P P Ad44C142 NBP BP BP BP BP Ad44C143 NP B B BP BP Ad44C144 NP B B BP BP Ad45C145 BP BP BP BP BP

Ad46C146 BP BP B BP BP BP Ad46C147 P B B P B P

Ad46C148 NB B B B B

Ad47C149 NB N N NB N NB Ad47C150 NB B B B B

Ad47C151 B B B B

Ad48C152 B P P P P

Ad48C153 NBP

Ad48C154 N NB NB N N NB Ad49C155 NB N NB N NB N

Ad49C156 NB B B B

Ad50C157 NBP NP N NP N NP

Ad50C158 B B B B

Ad50C159 NBP N NP N N NP

Ad51C160 B B B B B

Ad52C161 B B B B

Ad52C162 NBP N N NP N NP Ad53C163 B

Ad53C164 BP P P P P

Ad53C165 BP BP BP

Ad53C166 NBP NBP N N BP

Ad53C167 BP BP BP

Ad53C168 NB NB NB NB N NB B Ad53C169 B B B B B

Ad54C170 N BP B BP BP BP

Ad55C171 BP BP BP

Ad55C172 BP N BP N N BP Ad55C173 B BP B BP BP

Ad55C174 BP NBP BP NBP N BP BP Ad55C175 BP BP BP BP BP Ad55C176 BP BP BP BP BP Ad55C177 BP B BP B BP

Ad55C178 BP N N P N P Ad55C179 BP BP BP BP Ad55C180 BP BP B BP BP Ad56C181 NBP B P BP Ad57C182 NB N NB N N NB Ad57C183 B N N B N B

Ad57C184 NB B B

Ad58C185 N BP Ad58C186 N BP

Ad59C187 E E E