A DISCOURSE ANALYSIS ON WATCH ADVERTISEMENTS IN MAGAZINES A THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education
A DISCOURSE ANALYSIS ON WATCH ADVERTISEMENTS
IN MAGAZINES A THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education
By Nurvitasari Kurniawati
Student Number: 071214112
ENGLISH LANGUAGE EDUCATION STUDY PROGRAMME DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
A DISCOURSE ANALYSIS ON WATCH ADVERTISEMENTS
IN MAGAZINES A THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education
By Nurvitasari Kurniawati
Student Number: 071214112
ENGLISH LANGUAGE EDUCATION STUDY PROGRAMME DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION
Dedicated to: ~ ~ my beloved parents and sister
ABSTRACT
Kurniawati, Nurvitasari. 2011. A Discourse Analysis on Watch Advertisements in
Magazines
. Undergraduate Thesis. Yogyakarta: English Education Study Programme, Department of Language and Arts Education, Faculty of Teachers Training and Education, Sanata Dharma University.
Advertisement is a medium which helps companies to promote their products. As media to persuade people, advertisements employ persuasive language. The persuasive language can affect the people’s perception buying a product. The researcher conducted a research on the advertising language used in watch advertisements. Watch advertisements are one of product advertisements found in media. People often find more watch advertisements in magazines than any other media. Watch advertisements are not complex to describe. Watch advertisements have the characteristics embodied in their linguistic features. This research aims to find out (1) the persuasive language expressed in the headline; (2) types of text used in the body copy.
This research used a discourse analysis. The researcher conducted on the language use of watch advertisements from TIME, Newsweek, Sincere Fine
Watches, and International Watch magazines. The method used in this research
was document analysis. The data of this research were in the written or visuals materials. The researcher collected the data from magazines. Next, the advertisements were divided based on the type of advertisements. Finally, the researcher analyzed them based on Arens (2006), Anderson & Kathy (1997), Cutting (2002), and Widyatama (2005) theories.
The result of this research showed that the success of the advertisement depends on the content and the function of headline. There were five types of headline. They are benefit, news/information, provocative, command, and question. The researcher also found that the headline had functions more than a mere statement or a declaration. There were some advertisements that employ the same pattern to express the persuasive language in the headline. The result also showed that there were three text types of body copy. They were explanation, information report, and exposition. Information report was often used in the advertisements. Moreover, this research found other findings. There were some advertisements that did not present the headline or the body copy.
The advertisements could be one of the authentic material sources in teaching and learning process. In accordance with the view of functional text, the advertisements provide the examples of English language use, mainly the persuasive language. Furthermore, some emotive words were employed in the advertisements to persuade the readers.
Keywords : advertisement, discourse analysis, language of advertisement,
ABSTRAK
Kurniawati, Nurvitasari. 2011. A Discourse Analysis on Watch Advertisements in
Magazines. Skripsi Sarjana Pendidikan. Yogyakarta: Program Studi Pendidikan
Bahasa Inggris, Jurusan Pendidikan Bahasa dan Seni, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sanata Dharma.
Iklan adalah sebuah media yang membantu perusahaan-perusahaan untuk mempromosikan produk-produk mereka. Sebagai media untuk mempengaruhi masyarakat, iklan memuat bahasa persuasif. Bahasa persuasif tersebut mampu mempengaruhi persepsi masyarakat dalam membeli sebuah produk. Peneliti melakukan sebuah penelitian mengenai bahasa iklan yang digunakan dalam iklan jam. Iklan jam adalah salah satu iklan barang yang ditemukan di media. Masyarakat sering menemukan banyak iklan jam di majalah daripada di media lain. Iklan jam tidak kompleks untuk didiskripsikan. Iklan jam mempunyai karakteristik-karakteristik yang terkandung dalam unsur-unsur linguistiknya. Penelitian ini bertujuan untuk mengetahui (1) bahasa persuasif yang diungkapkan dalam headline; (2) jenis teks yang digunakan dalam body copy.
Penelitian ini menggunakan analisis wacana. Peneliti meneliti penggunaan bahasa dalam iklan jam dari majalah TIME, Newsweek, Sincere Fine Watches, dan
International Watch
. Metode yang dipakai dalam skripsi ini adalah analisis dokumen. Data pada penelitian ini adalah materi-materi tertulis atau bergambar. Peneliti mengumpulkan data dari majalah. Kemudian, iklan-iklan tersebut berdasarkan jenis-jenis iklan. Akhirnya, peneliti menganalisa iklan-iklan tersebut berdasarkan teori-teori Arens (2006), Anderson & Kathy (1997), Cutting (2002), dan Widyatama (2005).
Hasil dari penelitian ini menunjukkan bahwa keberhasilan iklan bergantung pada isi dan fungsi dari headline. Terdapat lima jenis headline, yaitu
benefit, news/information, provocative, command dan question. Peneliti juga
menemukan bahwa headline mempunyai fungsi lebih dari sebuah pernyataan atau sebuah deklarasi belaka. Terdapat beberapa iklan menggunakan pola yang sama untuk mengungkapkan bahasa persuasif pada headline. Hasil penelitian juga menunjukkan bahwa terdapat tiga jenis teks yang digunakan pada body copy, yaitu explanation, information report, dan exposition. Information report adalah jenis teks yang sering digunakan dalam iklan tersebut. Sebagai tambahan pula, penelitian ini menemukan hasil yang lain. Terdapat beberapa iklan yang tidak menyertakan headline atau pun body copy.
Iklan-iklan tersebut dapat digunakan sebagai sebagai salah satu sumber materi autentik dalam proses belajar dan mengajar. Sehubungan adanya ragam bahasa sebagai teks fungsional, iklan-iklan tersebut dapat digunakan sebagai contoh penggunaan bahasa Inggris, terutama bahasa persuasif. Kata-kata emotif juga digunakan untuk mempengaruhi pembaca.
ACKNOWLEDGEMENTS
First of all, I would like to express my deepest gratitude to Allah SWT for all His blessings and mercies, so I finally accomplished my thesis. It is only for Him I give all my hopes and wishes.
I realize that I could never have completed my thesis without the help of my sponsor, Carla Sih Prabandari, S.Pd., M.Hum., who has given her time and thought to read my thesis. I also thank her for her patience, guidance, generosity, encouragement for completing this thesis. To all my lecturers, I thank for their patience and dedication. They have enriched my knowledge in writing this thesis.
In addition, I would like to thank some people who support the completion of this thesis. I owe special thank to sister Margaret
O’ Donohue, FCJ and
Chrysogonus Sidha Malilang, S.Pd., M.Phil. for checking my language. I thank
Theresia Dewi Puspitasari, S.S. for her encouragement and sharing information.
I also thank my beloved parents, Bapak Giyarno, S.Pd. and Ibu Sukini, S.Pd., for their support and prayer. I thank my sister, Novi Dyah Kusumaningrum, for her encouragement.
I would thank my friends in PBI, especially Yovita Felicia Hapsari,
Ligolita Putri Fathoni, Meilia Restyanty, Lucia Thisda, Christine
Permatasari, Lucyana Wirati,and Fransiska Debby Coryanti for their help, attention, sharing life experiences, and togetherness.
Finally, I would like to express my special thanks to MAFIA group: experiences. We have spent our weekends together for combating the stress. This friendship will never end.
Nurvitasari Kurniawati
TABLE OF CONTENTS
Page TITLE PAGE
………………………………………………………………... i APPROVAL PAGES
………………………………………………………... ii DEDICATION ………………………………………………………………. iv STATEMENT OF WORK’S ORIGINALITY ……………………………… v
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
……………………………………… vi ABSTRACT …………………………………………………………………. vii
ABSTRAK
……………………………………………………………………. viii ACKNOWLEDGEMENTS
…………………………………………………. ix TABLE OF CO
NTENTS ……………………………………………………. xi LIST OF TABLES
…………………………………………………………... xiv LIST OF FIGURES
…………………………………………………………. xv LIST OF APPENDICES …………………………………………………….. xvi
CHAPTER I. INTRODUCTION A. Research Background …………………………………………… 1 B. Problem Formulation ……………………………………………. 4 C. Research Objectives …………………………………………….. 4 D. Research Benefits ……………………………………………….. 4 E. Definition of Terms ……………………………………………... 5 CHAPTER II. REVIEW OF RELATED LITERATURE A. Theoretical Description …………………………………………. 7 1. Language Functions …………………………………………. 7 2. Language of Advertisement …………………………………. 11
4. The Format of Advertisement ……………………………….. 15 a.
Headlines …………………………………………………. 16 1)
Benefit ……………………………………………….. 17 2)
News/Information ……………………………………. 17 3)
Provocative …………………………………………... 17 4)
Question …………………………………………….... 18 5)
Command …………………………………………….. 18 b. Subheads ……………………………………….................. 18 c. Body Copy ………………………………………………... 18 d. Slogans ……………………………………………………. 18 e. Seals, Logos, and Signatures ……………………………... 19 5. Theory of Discourse Analysis ……………………………….. 19 a.
Discourse Analysis ……………………………………….. 19 b. Speech Acts ……………………………………................. 20 c. Text and Context ………………………………................. 22 B. Theoretical Framework …………………………………………. 25
CHAPTER III. RESEARCH METHODOLOGY A. Research Method ……………………………………….............. 26 B. Research Subjects ………………………………………………. 27 1. TIME ………………………………………………………… 29 2. Newsweek …………………………………………………… 29 3. Sincere Fine Watches ………………………………………... 29 4. International Watch ………………………………………….. 29 C. Research Instruments …………………………………………… 30 D. Data Gathering Technique ……………………………………… 30 E. Data Analysis …………………………………………………… 30 F. Research Procedure ……………………………………………... 31
CHAPTER IV. RESEARCH FINDINGS AND DISCUSSION A. The Expressions of Persuasive Language in Watch Advertisement Headlines ……………………………........................................... 33 B. The Text Types of Watch Advertisement Body Copies ………… 45 C. Other Findings …………………………………………............... 50
CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND SUGGESTIONS A. Conclusions ……………………………………………............... 56 B. Implications ……………………………………………............... 57 C. Suggestions ……………………………………………............... 58 REFEREN CES ………………………………………………………………. 60
LIST OF TABLES
Table Page
3.1 The Number of Advertisements in Every Magazine ………………… 28
4.1 The Advertisements Classification by the Advertising Strategy ……. 34
LIST OF FIGURES
Figure Page
2.1 Language Functions Modified from Jakobson 1960 as Cited by Fasold and Connor-Linton
9 ……………………………………….......
2.2 The Example of the Format of Advertisement Taken from International Watch
…………………………………………………... 16
4.1 Rolex Taken from Newsweek ……………………………………….... 36
4.2 Breitling Taken from International Watch ……………………………. 51
4.3 Victorinox Taken from International Watch ………………………….. 52
4.4 Rolex Taken from TIME ……………………………………………… 53
4.5 Xezo Taken from International Watch ………………………………... 54
4.6 Maurice Lacroix Taken from International Watch ……………………. 55
LIST OF APPENDICES
Page Appendix A : The List of the Advertisement Headlines based on the Headline Types
…………………………………………… 63 Appendix B : The List of the Advertisement Headlines based on the Speech Acts
……………………………………………….. 75 Appendix C : The List of the Advertisement Body Copies based on the Text Types
………………………………………………... 86 Appendix D : Sample Advertisements from the Magazines ………………… 112 Appendix E : The Example of Advertisement as a Functional Te xt ………... 119
CHAPTER I INTRODUCTION This chapter discusses the background of the research, problem
formulation, problem limitation, research objectives, research benefits, and definition of terms.
A. Research Background
Language is a system of communication to express thoughts. It is a mean to connect one person to another and thus having an important role in communication. By using language, we also communicate with each other and create a bridge for developing relationship with others. Fromkin, Rodman, and Hyams (2003: 4) explain tha t “When you know language, you can speak and be understood by others who know that language”.
Many people use language to communicate with others in many terms, including social, education, politics, entertainments, advertisements, etc. People can give information to each other. In a simple way, people can interact with each other through conversation. On the contrary, it is impossible to inform many people in different places in the world directly.
Mass media is the best way to solve this problem. Advertisement is a medium which helps companies to sell their products. Keegan mentions that medium vehicle ” (2003: 153). Starting from this context, it is assumed that language plays as the predominant means of communication in advertisements.
Goddard (1998: 2) explains that product manufacturers would not invest in advertisements if they did not work. It means that a company would advertise their product to get the response from the public. A company must pay attention to everything that will write in the advertisement. Therefore, advertisement is made in an attractive way in order to persuade people to buy the advertised product.
Since many products can be advertised, the selection of the media is important. As cited by Sutaryo (2005: 16), Hedebro Goran described that “The mass media can create a climate/or change by inducing new values, attitudes, and modes of behavior favorable to modernization”. It means that the mass media has an important role in social change. For example, the customer wants to buy a product because he or she is interested in the advertisement. Therefore, the company should focus on making advertisement with a view to all possibilities.
Based on the main aim of advertisement to persuade people to buy the product, the advertisement must imply persuasive power. Moreover, the company has separate division for advertising. It is similar to the publication itself. It depends on the aim of the advertisement and the ability of the company. Although the company has decided that mass media will be used, it has to pay attention to the language. Since the function of language is a communication mean, the company has to know what language the company should use based on the not limited to decide the figure of speech, language style, pictures, signs, and so on. The importance here is that the company should mix all of them to make a good advertisement so that the customers will be attracted.
This topic was chosen because the researcher observed the use of language in advertisement of a product affects the customers’ perception to buy the product.
Every magazine has different language characteristics. The focus of the present research is to observe the watch advertisements in printed media, mainly magazines.
Watch advertisement is one of the products advertised in magazine. In the same way, watch has a simple function as a timer. People can also see more watch advertisements in magazines than in any other media. People will find many slogans or taglines of advertisements. For example,
“Time is more than money”.
This sentence means that time is more valuable than money. We depend on time to do everything. Moreover, the era is getting more modern and many companies compete in manufacturing watch models. It makes people interested in so that companies use mass media to advertise the product. Furthermore, marketing will be more successful if communication between communicator (companies) and society about the product existed. Advertising is the way to promote the product.
Most watches have the same characteristics. Every magazine also uses different styles. Based on this context, it can be concluded that every magazine targets a certain customer. Therefore, this research is expected to give more understanding and explanation of the language use in advertisement.
B. Problem Formulation
The researcher has formulated two problems covering all elements in discourse analysis. The problems of this research are formulated as follows.
1. How is the persuasive language expressed in watch advertisement headlines in magazines?
2. What text types are used in watch advertisement body copies in magazines to give information about the product?
C. Research Objectives
Based on the problem formulation above, this research aims to solve those problems. The research aims to:
1. analyze the headlines expressed in the watch advertisements in magazines 2. identify the text types used in the body copy of watch advertisements in magazines
D. Research Benefits
The researcher expects that this research will have the following benefits: 1. The Benefit for the Students
This research deals with language use in the advertisement. This research will enrich the students’ knowledge about advertising language, especially the persuasive language. The students will be able to use language in certain contexts.
2. The Benefit for the Teachers This research also gives contribution of the way of teaching persuasive language, especially in reading and writing. The result of this research presents the expressions of the persuasive language in the headline and text types in the body copies. The teachers are expected to develop the students’ communicative ability by using a discourse analysis.
3. The Benefit for the Future Researchers The present researcher conducts on discourse analysis of watch advertisements. It aims to analyze the language use of watch advertisement. This research can be used as an additional reference to conduct the similar research.
E. Definition of Terms
To avoid misinterpretation and to have better understanding of this research, the researcher considers the importance of defining the terms used in this research. In this part, the researcher provides the explanation of special terms used in this research.
1. Watch Advertisement
Generally, advertisement is commercial communication to promote a company and its products to the public, such as advertisement on televisions, radios, newspapers, and magazines. Therefore, watch advertisement is an advertisement promoting a watch as the product.
2. Discourse Analysis
Discourse focuses on the use of language. Therefore, discourse analysis is the analysis of language use. It can be in spoken or written texts. Discourse is a unit of language above and beyond a mere accumulation of sounds, morphemes, words, clauses, and sentences (Fasolf & Jeff, 2006: 171).
3. Magazines
Magazines are one of printed media to convey message, including news, education, entertainment, health, and advertisement. The researcher used the watch advertisements taken from: a.
TIME (January-September 2010) b. Newsweek (October-December 2005) c. Sincere Fine Watches (August 2005) d. International Watch (November 2007)
CHAPTER II REVIEW OF RELATED LITERATURE In this part, the researcher presents theories relevant to this research. The
theories are taken from some books and journals about language, discourse analysis, advertisements, and communications.
A. Theoretical Description
To answer the problems mentioned in the problem formulations, the researcher will review some theories in order to find out which theories might be able to be used to answer those problems. From the problem formulations, the possible theories might be used are those on language functions, language of advertisement, structure of advertisements, the format of advertisement, and theory of discourse analysis.
1. Language Functions
The language is not only as a communication mean. It can distinguish human being and animals. According to the philosophy expressed in myths and religions of many people, language is the source of human life and power (Fromkin, Rodman, and Hyams, 2003: 3). It is true because language is very important for d aily conversation, writing, etc. Furthermore, “all approaches to discourse analysis address the functions of language, the structure of texts, and the
There are many functions of language. Its main function is referential. It means that we use language to convey information about entities, such as people and objects. Language also has social and expressive function. Thus, people can use language to do things like thanking, boasting, insulting, and apologizing.
Language also functions to convey to others how people feel. People use language to persuade others of our convictions and urge them toward action by writing texts that demonstrate the logic and appeal of those convictions.
As cited by Fasold and Connor-Linton (2006: 193), there is a model adapted and modified from Jakobson 1960 presents six functions of language (Figure 2.1 on page 9). This model represents the speech situation as a multidimensional set of relationships. There are different facets, different connections between the components of the speech situation, the features of language used, and the communicative function performed by that language. Each language function is related to a different facet of speech situation. It indicates the relationship between speech situation and language function.
Those six functions of language will be explained more in this following paragraph. The first function is referential function. Referential function is sentences focusing on aspects of the speech situation, such as the participant and the setting. CONTEXT influences ADDRESSOR‟S and ADDRESSEE‟S identities and the kind of CONTACT between them. Moreover, language conveys the message more than the content. For example, you go to the bookstore. The context of your contact will include a shopkeeper/customer relationship.
CONTEXT referential
[ ]
ADDRESSOR CONTACT ADRESSEE [emotive] [phatic] [conative] expressive social , interpersonal recipient-design
MESSAGE [poetic] . CODE [metalinguistic]
Figure 2.1 Language Functions Modified from Jakobson 1960 as Cited by
Fasold and Connor-Linton (2006: 193)
Phatic function is sentences focusing on the relationship (CONTACT) between participants. For example, Hi, nice to see you provides little information about the surrounding context. It is a first pair part of a greeting sequence. It initiates an interaction and re-negotiation of the status of the participants
‟ relationship. Poetic function is sentences focusing on the MESSAGE. For example, More than meets the eye manipulates the message through metaphor. Emotive function is sentences expressing the impact of some facet of the context or feelings/senses on the ADDRESSOR. For example, I am hungry states feeling of the ADDRESSOR. It may be interpreted as a request that the ADDRESSEE makes dinner. It may also have a conative function. Conative function is sentences focusing on the relation of the ADDRESSEE to the context or the interaction. For example, Are you hungry? can be interpreted as either a request for information from the addressee or as an invitation to join the addressor for dinner. Metalinguistic function is sentences focusing on the code itself. This function deals with the language itself. For example, asking Did you just say
“Don” or “Dawn” was coming? focuses on the English language.
Sentences typically serve more than one function at a time. Although a sentence may have a primary function, it is likely to be multifunctional.
Jakobson‟s 1960 model of language functions stresses the context beyond the sentence. The researcher agrees that language has many functions in writing and spoken language.
There are also many languages in the world and every language has characteristic. There are some factors influencing the characteristics, including vocabulary, style or expression of the speakers, and grammar. For example, every advertisement has its own characteristic. Every advertiser has different style or expression to deliver the message. Every advertisement also employs different vocabularies.
Based on the explanation above, it can be concluded that everyone has and Connor-Linton (2006: 173), Hymes (1974) mentioned that knowledge about how to use language in different speech situations, how to interact with different people engaged together in different events, and how to use language to perform different acts is called communicative competence.
2. Language of Advertisement
Advertising is a business in which language functions to persuade people to do and believe things. Everyone recognizes that advertisement persuades people to buy products. Therefore, the company has to create the text as attractive as possible. It is because advertisement has a main aim to build a good image of products. Therefore, the advertising language is very positive.
As cited by Kpolugbo and Richard (2006: 180) in an Encyclopedia of the Arts, Domel and Todd say “many aspects of the language (of advertisements) contribute to the emotive power advertising language, the choice and order of words, the syntactic arrangement, the prestige of the speaker, the frequent appeals to authority”. It can be concluded that the language of advertisement is the major factor contributing to the success of the advertisement as it has the power to move to action.
Language plays a crucial role in advertising. In the case of printed advertising like in magazine and newspaper, people find graphic and linguistic messages. Goddard mentions that
„Written advertisements have to compete with each other and with all sorts of other texts in our ri chly literate culture‟ (2002: 9). help the company to attract the customers. Sometimes, some advertisements also use figurative languages, such as personification, metaphor, hyperbole, and simile.
For example, LIFE IS AN ADVENTURE. This kind of language will be memorable. It means that the advertising language helps the customers to remember better than the daily language.
Based on the explanation above, people can find the linguistic message in the advertisement. As cited by Kpolugbo and Richard (2006: 183), Domel and Todd identify three main factors in spoken or written advertising language. The first is the language of advertisement is simple based on colloquial speech. For example, Inspired and Inspiring (watch-REACTOR). This sentence is simple and easy to understand. The second is that the body copy of advertisement is written with colloquial impression which is belied on the parallelism. For example, Be
clean. Be protected. Be happy (Delta soap). The third is that there is much inter-
influencing from one media to others, such as from radio to magazine and from television to poster. For example, advertisement in radio is in spoken. Meanwhile, the advertisement in magazine is in written fully pictures and colour. Furthermore, Domel and Todd say that the linguistic structures in advertisements have simplicity because of their short sentences. For example, Dust and Smoke free (PLASMA tv-LG). Moreover, passive voices are avoided and the vocabulary tends to be drawn from everyday colloquial language. They also note negative forms are infrequently used in advertisements. However, they are found in stressed positions to emphasize the special merits of the products. For example,
Past tense is also usually avoided. The reason is the products are in the present and presently available. For example, With a first-class engine in the
world, it Justifies for you (motorcycle). There is no finite verbs occur in the all
advertisements. For example, Limited edition (watch). All advertisements use the imperative constructions, such as Ask for more (Pepsi). The use of verb forms implies a universal timeless, such as Never a dull moment with STAR (star beer). Sometimes past tenses are used in the advertisements. It stresses the long traditions associated with products or emphasizes reliability, such as No
limitations attached . Therefore, there is the rule in writing advertisements.
3. Structure of Advertisements
Advertisement and advertising comes from Latin word, “advertere” means
“turn towards” (Goddard, 2002: 9). Generally, advertisement is a commercial communication to promote an organization and its products to the public, such as advertisement in television, radio, newspaper, magazine, etc.
Based on the definition of advertisement above, the major aim of advertisement is to promote an organization and/or its products. Thus, the company has to pay attention to the language used in written persuasion
. “Written persuasion, whatever its appeal, depends upon three inseparable elements: fact, form, and tone the equivalents of material, design, and style in a manufactured produc t” (Irmscher & Hageman, 1963: 65). It means that the company obliges to combine the rational and emotional to convince the customers. Since the advertising language is used to promote an advertised product, it must be attractive. The company should also pay attention to other factors. They are the audience/readers, the format, the effect, etc.
According to Widyatama (2005: 17), there are six principles in advertisement. They are: a.
Message Advertisement has a message to convey. There are two forms of message, verbal and non verbal. Verbal message is a message conveyed in spoken or written. Spoken verbal message can be conveyed through audio and audio visual while written message can be conveyed in printed media and audio visual. Non verbal message is in the form of pictures or signs.
b.
Non personal Based on the definitions of advertisement, advertisement is conveying message nonpersonally. This message is not conveyed directly, but this message is conveyed through advertising media, such as radio, television, film, poster, banner, leaflet, internet, and billboard.
c.
Communicants A communicator makes advertisement because a communicator wants to convey the message to certain communicants. A communicator has to pay attention to the communicants‟ need, interest, willing, characteristic, etc. Therefore, a communicator needs strategy to convey the message in order to succeed. d.
Payment A communicator has to pay to convey the message of advertisement. The form of payment is not only money but also time, space, and opportunity. For example, a communicator wants to hold a seminar, but a communicator does not have enough money. A communicator will advertise in radio. A communicator can give the opportunity to the manager of the radio to attach the radi o‟s logogram in the backdrop.
e.
Effect Every advertisement has a certain aim or a certain effect. It can be getting the money or building the good image. Considering the effect, a communicator should make an affective message. An effective message is a message which is able to describe what the communicator needs exactly and the communicants have the same interpretation with the communicator. The effective message is expected to give a certain effect to communicants.
4. The Format of Advertisement
Every media has characteristic of the advertisement format. There are eight key format elements in printed advertising (Arens, 2006: 417). They are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures (Figure 2.2 on page 16). Headline Subhead Logo Body copy
Slogan
Figure 2.2 The Example of the Format of Advertisement Taken from International Watch (2007: 227)Furthermore, Arens discusses more about the key format as follows (2006: 417-424).
a.
Headlines Headline is a part of advertisement containing some words. The position is usually in the top of advertisement. Headline is like a title that makes the reader interested in the advertisement for the first time. As usual, headlines appear in the large type than other parts of advertisement. Moreover, a headline is to engage the These can increase readership and improve the boom factor of an advertisement. The words should be employed whenever honestly applicable. For examples, free, now, amazing, announcing, introducing, it‟s here, improved, at last, revolutionary, just arrived, new, and important development.
There are many variations of headlines depending on the advertising strategy. Headlines may be classified by the type of information they carry. They are: 1)
Benefit The headline tends to make a direct promise to the readers. It is to promise the readers that experiencing the utility of the product or service will be rewarding. The headline can also be simple statements of the product‟s most important benefit. 2)
News/Information The headline provides news or promises information of the product. It can be a claim of the product.
3) Provocative
The headline is to provoke the readers‟ curiosity. The readers must read the body copy to learn more about the advertisement. The lack of the headline is the readers won‟t read on. Therefore, the headline provides visuals or some stories to clarify the message.
4) Question
The headline asks a question and encourages the readers to search for the answer in the body copy of the advertisement. A good question headline builds the readers‟ curiosity and imagination. 5)
Command The headline tends to order the readers. It might seem negative, yet the readers pay attention to such headlines. The headline is able to motivate the readers through fear emotion.
b.
Subheads The subhead is an additional smaller headline that may appear above the headline or below it. A subhead above the headline is called a kicker (or over line) and may be underlined. Subheads may also appear in the body copy. Subheads are larger than body copy and usually in boldface, italic, or different colour. Most people read only the headline and subheads. Subheads usually support the interest step best.
c.
Body copy The body copy or text tells the complete sales story and comprises the interest, credibility, desire, and the action steps. Body copy also covers the features, benefits, and utility of the product or service. The best advertisements focus on one big idea or one clear benefit.
d.
Slogans Many slogans (also called theme lines or taglines) begin as successful advertisements in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement.
e.
Seals, Logos, and Signatures A seal is awarded only when a product meets standards established by a particular organization such as the Organic Crop Improvement Association and
Parents Institute. Their seals provide an independent, valued endorsement for the advertiser‟s product.
Logotypes (logos) and signature cuts (sig cuts) are special designs of the advertiser‟s company or product name. They appear in all company advertisements, give the product individuality and provide quick recognition at the point of purchase.