An Analysis Of Non-Literal Meaning Used In Reader Digest Magazines Advertisement
AN ANALYSIS OF NON-LITERAL MEANING USED IN READER DIGEST
MAGAZINES ADVERTISEMENT
A THESIS
BY
LENNI SIMANJUNTAK
REG. NO. 110721007
DEPARTMENT OF ENGLISH
FACULTY OF CULTURAL STUDIES
UNIVERSITY OF SUMATERA UTARA
MEDAN 2014
1
Universitas Sumatera Utara
AN ANALYSIS OF NON-LITERAL MEANING USED IN READER DIGEST
MAGAZINES ADVERTISEMENT
A THESIS
BY:
LENNI SIMANJUNTAK
REG. NO. 110721007
Supervisor,
Co. Supervisor,
Drs. Chairul Husni, M.Ed.TESOL
NIP. 19570308 198403 1 004
Rahmadsyah Rangkuti, MA. Ph.D
NIP. 19750209 200812 1 002
Submitted to the Faculty of Cultural Studies University of Sumatera Utara in partial
fulfillment of the requirements for the degree of Sarjana Sastra in English Literature.
DEPARTMENT OF ENGLISH
FACULTY OF CULTURAL STUDIES
UNIVERSITY OF SUMATERA UTARA
MEDAN 2014
2
Universitas Sumatera Utara
Approved by the Department of English of Faculty of Cultural Studies University of
Sumatera Utara (USU) Medan as thesis for the Sarjana Sastra Examination.
Head,
Secretary,
Dr. H. Muhizar Muchtar, MS.
Dr. Dra. Nurlela, M.Hum.
NIP. 19541117 198003 1 002
NIP. 19590419 198102 2 001
3
Universitas Sumatera Utara
AUTHORS’S DECLARATION
I, LENNI SIMANJUNTAK, declare that I am the sole author of this thesis except the
references that I use in this thesis are got from some related texts, internet and books. This
thesis is not published yet or extracted in whole or in a part from another thesis.
No other person’s have been used without due acknowledgements in the main text of
this thesis. This thesis has not been submitted yet for the award of another degree in any
tertiary education.
Sign
:
Date
: January 2014
4
Universitas Sumatera Utara
COPYRIGHT DECLARATION
Name
: Lenni Simanjuntak
Title of Thesis : An Analysis of Non-literal Meaning Used In Reader Digest Magazines
Advertisement
Qualification : S-1/Sarjana
Department
: English
I am willing that my thesis should be available for reproduction at discretion of the Librarian
of University of Sumatera Utara, Faculty of Cultural Studies, Department of English on the
understanding that users are made aware for their obligation under law of the Republic of
Indonesia.
Sign
:
Date
:
January 2014
5
Universitas Sumatera Utara
ACKNOWLEDGMENTS
First of all, I would like to thank and praise Jesus Christ who has given me all the
blessing, mercy, talent and time, so that I can finish this thesis.
I would like to thank to the Dean of Faculty of Cultural Studies, Dr. Syahron Lubis,
M.A, Head of Department of English, Dr.H.Muhizar Muchtar, MS and the Secretary of
Department of English Dr.Hj.Nurlela,M.Hum, for all of opportunities and facilities given to
me and for all their attentions in all academic affairs .
I would like to express my great gratitude and sincere thanks to my supervisor, Drs.
Chairul Husni, M.Ed. TESOL as my supervisor and Rahmadsyah Rangkuti, MA.Ph.D as my
co supervisor for their advices, suggestions, helps and their valuable time to guide me during
the process of writing this thesis.
The highest appreciation and very special gratitude to my beloved parents, R.
Simanjuntak and B. Sirait, for their love, support, and great attention and ever-lasting prayer
in every step of my life. My lovely thanks are devoted to my sister (sister Bus), aunty
(Rosdiana) and cousins (Rosa and Nelson) and all my family for all their pray, attention,
motivation, support and encouragement for pushing to complete my study.
I also would like to thank to my friends: Sailan, Sri, Regina, Ka Rasdi, Fance, Jenny,
Fusen (1B&1D) for all their attention, love and support. My warmest thanks to my friends at
campus: Evelina, Sartika, Natalie, Mazlah, Nila, Cicik, Agung, Ferry, Mariady, Hotden,
6
Universitas Sumatera Utara
Andah, Ruth and all the classmates of 2011 for the friendship, support, encouragement, love
and togetherness.
Finally, I realize that this thesis is still far from being perfect; therefore, constructive
suggestions and advices from the readers will be pleasantly accepted. Hopefully, this thesis
will be useful for the readers. Thank you very much.
Medan,
November 2013
Writer,
Lenni Simanjuntak
ID. 110721007
7
Universitas Sumatera Utara
ABSTRACT
The object of this study is the Non-literal meaning found in the Reader’s Digest
Magazines Advertisements. The objective of the study is to describe the types of non-literal
meaning and to expose the meanings of the non-literal meaning in the Reader’s Digest
Magazines Advertisement published on July-August 2012, October 2012 and February 2013.
The data were analyzed based on the theoretical concept by Leech (1981) and Palmer (1979)
which concerned about types and the meanings of non-literal meaning. The results of this
study seeing through the whole data were found types of the non-literal meaning, namely
personification, irony, simile, litotes, hyperbole and metaphor.
8
Universitas Sumatera Utara
ABSTRAK
Tujuan dari penelitian ini adalah
menemukan arti non-literal yang terdapat pada iklan
majalah Reader Digest. Tujuan dari penelitian ini adalah untuk menggambarkan jenis makna
non-literal dan untuk mengungkapkan arti dari makna non-literal dalam iklan majalah Reader
Digest terbitan Juli-Agustus 2012, Oktober 2012 dan Februari 2013. Data dianalisis
berdasarkan konsep teoritis yang dipaparkan oleh Leech (1981) dan Palmer (1979) tentang
jenis dan makna makna non-literal. Hasil penelitian ini, setelah melihat seluruh data,
ditemukan jenis makna non-literal seperti personifikasi, ironi, simile, litotes, hiperbola dan
metapora.
9
Universitas Sumatera Utara
TABLE OF CONTENTS
ACKNOWLEDGMENTS ...........................................................................
i
ABSTRACT ...............................................................................................
iii
ABSTRAK
...............................................................................................
iv
TABLE OF CONTENTS ............................................................................
v
I. INTRODUCTION
1.1. Background of the Study ...............................................................
1
1.2. Problems of the Study....................................................................
4
1.3. Objective of the Study ...................................................................
4
1.4. Scope of the Study .........................................................................
5
1.5. Significance of the Study ...............................................................
5
II. REVIEW OF RELATED LITERATURE
2.1. Semantics Theory ............................................................................
6
2.2 The Scope of Semantics ..................................................................
8
2.3 Meaning ..........................................................................................
8
2.4 Sense and Reference ........................................................................
9
2.5 Goal of Semantics ..........................................................................
10
2.6 Varieties of Meaning .......................................................................
11
2.6.1 Linguistic Meaning ........................................................................
11
2.6.2 Speaker Meaning ...........................................................................
12
2.7 Literal and Non-literal Meaning .......................................................
12
2.7.1 Personification ...............................................................................
13
2.7.2 Irony..............................................................................................
14
2.7.3 Simile ............................................................................................
15
2.7.4 Litotes………………………………………………………… .......
16
2.7.5 Hyperbole………………………………………………………….
16
2.7.6 Metaphor .......................................................................................
17
2.8 Advertising ......................................................................................
19
2.8.1 The Understanding of Advertising .................................................
19
10
Universitas Sumatera Utara
2.8.2 Types of Advertising .....................................................................
20
2.8.3 Roles of Advertising ......................................................................
21
2.8.4 Functions of Advertising................................................................
22
2.8.5 The Media of Advertising ..............................................................
23
2.9 Magazines ......................................................................................
24
2.9.1 The Advantage of Magazines………………………………...........
24
2.9.2 The Disadvantage of Magazines ....................................................
26
III. RESEARCH METHODOLOGY
3.1
Research Method ..........................................................................
27
3.2
Source of Data ..............................................................................
28
3.3
Collecting of Data...................................................................... …
28
3.4
Analysis of Data ...........................................................................
29
IV. ANALYSIS AND FINDING
4.1. Types and the meanings of Non-literal Found in Reader’s Digest ....
30
4.1.1 Personification ...............................................................................
30
4.1.2 Irony..............................................................................................
31
4.1.3 Simile ............................................................................................
31
4.1.4 Litotes ...........................................................................................
34
4.1.5 Hyperbole ......................................................................................
35
4.1.6 Metaphor .......................................................................................
40
4.2 The Frequency ..................................................................................
41
V. CONCLUSION AND SUGGESTION
5.1. Conclusion ......................................................................................
5.2. Suggestion………………………………………………..................
REFERENCES………………………………………………………….. .....
APPENDIX
42
43
44
11
Universitas Sumatera Utara
MAGAZINES ADVERTISEMENT
A THESIS
BY
LENNI SIMANJUNTAK
REG. NO. 110721007
DEPARTMENT OF ENGLISH
FACULTY OF CULTURAL STUDIES
UNIVERSITY OF SUMATERA UTARA
MEDAN 2014
1
Universitas Sumatera Utara
AN ANALYSIS OF NON-LITERAL MEANING USED IN READER DIGEST
MAGAZINES ADVERTISEMENT
A THESIS
BY:
LENNI SIMANJUNTAK
REG. NO. 110721007
Supervisor,
Co. Supervisor,
Drs. Chairul Husni, M.Ed.TESOL
NIP. 19570308 198403 1 004
Rahmadsyah Rangkuti, MA. Ph.D
NIP. 19750209 200812 1 002
Submitted to the Faculty of Cultural Studies University of Sumatera Utara in partial
fulfillment of the requirements for the degree of Sarjana Sastra in English Literature.
DEPARTMENT OF ENGLISH
FACULTY OF CULTURAL STUDIES
UNIVERSITY OF SUMATERA UTARA
MEDAN 2014
2
Universitas Sumatera Utara
Approved by the Department of English of Faculty of Cultural Studies University of
Sumatera Utara (USU) Medan as thesis for the Sarjana Sastra Examination.
Head,
Secretary,
Dr. H. Muhizar Muchtar, MS.
Dr. Dra. Nurlela, M.Hum.
NIP. 19541117 198003 1 002
NIP. 19590419 198102 2 001
3
Universitas Sumatera Utara
AUTHORS’S DECLARATION
I, LENNI SIMANJUNTAK, declare that I am the sole author of this thesis except the
references that I use in this thesis are got from some related texts, internet and books. This
thesis is not published yet or extracted in whole or in a part from another thesis.
No other person’s have been used without due acknowledgements in the main text of
this thesis. This thesis has not been submitted yet for the award of another degree in any
tertiary education.
Sign
:
Date
: January 2014
4
Universitas Sumatera Utara
COPYRIGHT DECLARATION
Name
: Lenni Simanjuntak
Title of Thesis : An Analysis of Non-literal Meaning Used In Reader Digest Magazines
Advertisement
Qualification : S-1/Sarjana
Department
: English
I am willing that my thesis should be available for reproduction at discretion of the Librarian
of University of Sumatera Utara, Faculty of Cultural Studies, Department of English on the
understanding that users are made aware for their obligation under law of the Republic of
Indonesia.
Sign
:
Date
:
January 2014
5
Universitas Sumatera Utara
ACKNOWLEDGMENTS
First of all, I would like to thank and praise Jesus Christ who has given me all the
blessing, mercy, talent and time, so that I can finish this thesis.
I would like to thank to the Dean of Faculty of Cultural Studies, Dr. Syahron Lubis,
M.A, Head of Department of English, Dr.H.Muhizar Muchtar, MS and the Secretary of
Department of English Dr.Hj.Nurlela,M.Hum, for all of opportunities and facilities given to
me and for all their attentions in all academic affairs .
I would like to express my great gratitude and sincere thanks to my supervisor, Drs.
Chairul Husni, M.Ed. TESOL as my supervisor and Rahmadsyah Rangkuti, MA.Ph.D as my
co supervisor for their advices, suggestions, helps and their valuable time to guide me during
the process of writing this thesis.
The highest appreciation and very special gratitude to my beloved parents, R.
Simanjuntak and B. Sirait, for their love, support, and great attention and ever-lasting prayer
in every step of my life. My lovely thanks are devoted to my sister (sister Bus), aunty
(Rosdiana) and cousins (Rosa and Nelson) and all my family for all their pray, attention,
motivation, support and encouragement for pushing to complete my study.
I also would like to thank to my friends: Sailan, Sri, Regina, Ka Rasdi, Fance, Jenny,
Fusen (1B&1D) for all their attention, love and support. My warmest thanks to my friends at
campus: Evelina, Sartika, Natalie, Mazlah, Nila, Cicik, Agung, Ferry, Mariady, Hotden,
6
Universitas Sumatera Utara
Andah, Ruth and all the classmates of 2011 for the friendship, support, encouragement, love
and togetherness.
Finally, I realize that this thesis is still far from being perfect; therefore, constructive
suggestions and advices from the readers will be pleasantly accepted. Hopefully, this thesis
will be useful for the readers. Thank you very much.
Medan,
November 2013
Writer,
Lenni Simanjuntak
ID. 110721007
7
Universitas Sumatera Utara
ABSTRACT
The object of this study is the Non-literal meaning found in the Reader’s Digest
Magazines Advertisements. The objective of the study is to describe the types of non-literal
meaning and to expose the meanings of the non-literal meaning in the Reader’s Digest
Magazines Advertisement published on July-August 2012, October 2012 and February 2013.
The data were analyzed based on the theoretical concept by Leech (1981) and Palmer (1979)
which concerned about types and the meanings of non-literal meaning. The results of this
study seeing through the whole data were found types of the non-literal meaning, namely
personification, irony, simile, litotes, hyperbole and metaphor.
8
Universitas Sumatera Utara
ABSTRAK
Tujuan dari penelitian ini adalah
menemukan arti non-literal yang terdapat pada iklan
majalah Reader Digest. Tujuan dari penelitian ini adalah untuk menggambarkan jenis makna
non-literal dan untuk mengungkapkan arti dari makna non-literal dalam iklan majalah Reader
Digest terbitan Juli-Agustus 2012, Oktober 2012 dan Februari 2013. Data dianalisis
berdasarkan konsep teoritis yang dipaparkan oleh Leech (1981) dan Palmer (1979) tentang
jenis dan makna makna non-literal. Hasil penelitian ini, setelah melihat seluruh data,
ditemukan jenis makna non-literal seperti personifikasi, ironi, simile, litotes, hiperbola dan
metapora.
9
Universitas Sumatera Utara
TABLE OF CONTENTS
ACKNOWLEDGMENTS ...........................................................................
i
ABSTRACT ...............................................................................................
iii
ABSTRAK
...............................................................................................
iv
TABLE OF CONTENTS ............................................................................
v
I. INTRODUCTION
1.1. Background of the Study ...............................................................
1
1.2. Problems of the Study....................................................................
4
1.3. Objective of the Study ...................................................................
4
1.4. Scope of the Study .........................................................................
5
1.5. Significance of the Study ...............................................................
5
II. REVIEW OF RELATED LITERATURE
2.1. Semantics Theory ............................................................................
6
2.2 The Scope of Semantics ..................................................................
8
2.3 Meaning ..........................................................................................
8
2.4 Sense and Reference ........................................................................
9
2.5 Goal of Semantics ..........................................................................
10
2.6 Varieties of Meaning .......................................................................
11
2.6.1 Linguistic Meaning ........................................................................
11
2.6.2 Speaker Meaning ...........................................................................
12
2.7 Literal and Non-literal Meaning .......................................................
12
2.7.1 Personification ...............................................................................
13
2.7.2 Irony..............................................................................................
14
2.7.3 Simile ............................................................................................
15
2.7.4 Litotes………………………………………………………… .......
16
2.7.5 Hyperbole………………………………………………………….
16
2.7.6 Metaphor .......................................................................................
17
2.8 Advertising ......................................................................................
19
2.8.1 The Understanding of Advertising .................................................
19
10
Universitas Sumatera Utara
2.8.2 Types of Advertising .....................................................................
20
2.8.3 Roles of Advertising ......................................................................
21
2.8.4 Functions of Advertising................................................................
22
2.8.5 The Media of Advertising ..............................................................
23
2.9 Magazines ......................................................................................
24
2.9.1 The Advantage of Magazines………………………………...........
24
2.9.2 The Disadvantage of Magazines ....................................................
26
III. RESEARCH METHODOLOGY
3.1
Research Method ..........................................................................
27
3.2
Source of Data ..............................................................................
28
3.3
Collecting of Data...................................................................... …
28
3.4
Analysis of Data ...........................................................................
29
IV. ANALYSIS AND FINDING
4.1. Types and the meanings of Non-literal Found in Reader’s Digest ....
30
4.1.1 Personification ...............................................................................
30
4.1.2 Irony..............................................................................................
31
4.1.3 Simile ............................................................................................
31
4.1.4 Litotes ...........................................................................................
34
4.1.5 Hyperbole ......................................................................................
35
4.1.6 Metaphor .......................................................................................
40
4.2 The Frequency ..................................................................................
41
V. CONCLUSION AND SUGGESTION
5.1. Conclusion ......................................................................................
5.2. Suggestion………………………………………………..................
REFERENCES………………………………………………………….. .....
APPENDIX
42
43
44
11
Universitas Sumatera Utara