An Analysis Of Language Power In Garuda Airline Advertisements
APPENDICES R1.
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R3.
R4.
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R6.
R7.
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R9.
R10.
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R12.
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2. GARUDA AIRLINE ADVERTISEMENTS IN 2015 Q1.
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Q3.
Q4.
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Q6.
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Q8.
Q9.
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Q11
Q12.
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Q14.
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REFERENCES
Bloomfield, Leonard. 1935. Language. London : Compton Printing Ltd. Bungin, Burhan. 2003. Analisis Data Penelitian Kualitatif. Jakarta : Raja
Grafindo Persada.
Burke. 1980. Advertising In The Market Place. New York : Mc. Graw – Hill, Inc. Bustrum, Bonnie. 2001. A thesis :Language Power in the ESL Class. Grand Valley
StateUniversity.
Fairclough, Norman. 1989. Language Power. New York : Longman Inc.
Goddart, Angela. 1998. The Language of Advertising. London : Routledge. Hadi, Sutrisno. Metodologi Research (2). Yogyakarta : Erlangga. 1989. Hadi, Sutrisno. Metodology Research (1). Yogyakarta : Erlangga. 1989.
Hafer, K and White, G. 1977. Advertising Writing : Putting Creative StrategyToWork. United States of America : West Publishing CO.
Hannes, Kalev. 2000. Language Use in Advertising: An Analysis of Linguistic
Features Across Readership Domains. London.
Jefkins, Frank. 1996. Periklanan. Jakarta : Erlangga.
Johnstone, Barbara. 2009. Discourse Analysis. Singapore : Blackwell. Mandel, Maurice. 1984. Advertising. London : Prentice – Hall Inc.
Nawawi, H and Martini, M. 1994. Penelitian Terapan.Yogyakarta : Gajah Mada University Press.
Purwoko, Herudjati. 2008. Discourse Analysis : Kajian Wacana bagi Semua
Orang.Jakarta : Indeks.
Young, L and Fitzgerald, B. 2006. The Power of Language : How Discourse
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Valkinz, Wirman. 1999. A Thesis : Power in Language Use; A Case Study in
Gondang Sasak Speech Community.
Website sources:
Boggs, Lacy. Brand Voice and The Power of Words: Diction.March 12, 2015. http://lacyboggs.com/brand-voice-diction/
Evans, Marcus. The language of advertising.March 12, 2015.
http://www.linguarama.com/ps/marketing-themed-english/the-language-of advertising.htm
Goethe. The Power of Language. A philosophical-sociological reflection. November 21, 2015. http://www.goethe.de/lhr/prj/mac/msp/en1253450.htm
Linghong, Zou. The Linguistic Features of English Advertising. May 24, 2015. https://www.academia.edu/8682797/THE_LINGUISTIC_FEATURES_OF_ ENGLISH_ADVERTISING.
Misbah, Meehren. What Are The Three Major Functions Of Advertising?. June 12 2015. http://www.blurtit.com/q249327.html.
Nirmaldasan. The Average Sentence Length. May 24, 2015.
https://strainindex.wordpress.com/2008/07/28/the-average-sentence-length/). Thompson, Cat. The Power of Language. February 05, 2015.
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CHAPTER III METHODOLOGY 3. 1 Research Method
Nawawi (1994:1) says that, “Penelitian merupakan pekerjaan ilmiah yang harus dilakukan secara sistematis, teratur dan tertib, baik mengenai prosedurnya
maupun dalam proses berpikir tentang materinya.” (Research is a scientific work which should be done sistematically, regularly and orderly, either its procedure or in thinking process about its material).
As a research is a systematic work, so it must be done by following a method as Nawawi said (1994:1), “Penelitian yang harus dilaksanakan secara sistematis,
teratur dan tertib, berarti prosesnya harus mengikuti prosedur/metode dan teknik
yang paling sesuai dengan masalahnya.” (A research that must be done sistematically, regularly and orderly, means its process, must follow procedure/method and technic which is suitable with the problems).
In analyzing this thesis, the writer applied descriptive qualitative method. According to Nawawi (1994:174), “Penelitian kualitatif adalah penelitian yang
bersifat atau memiliki karakteristik, bahwa datanya dinyatakan dalam keadaan sewajarnya atau sebagaimana adanya (natural setting), dengan tidak dirubah dalam bentuk simbol-simbol atau bilangan”. (Qualitative method is a research which has charateristic, the data is stated deservedly or with natural setting, without changing into symbols or numbers).
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menggambarkan/melukiskan keadaan objek penelitian pada saat sekarang berdasarkan fakta-fakta yang tampak atau sebagaimana adanya. (Descriptive
qualitative can be defined as problem-solving procedure investigated by portraying/describing the objectof study based on facts which are exist as they are).
3.2Data and Data Source
In doing this thesis, the writer took the data from advertisement in Garuda Airline advertisements. The data are words, phrases and sentences used in 28 Garuda Airline advertisement published in 2014 to 2015. There are 13 advertisements in 2014 and 15 advertisements in 2015.
3.3 Data Collecting Method
Collecting data is an important thing in a certain analysis. In this thesis, the writer collected the data by using observation method. Nawawi & Martini (1991) said, “observasi adalah pengamatan dan pencatatan secara sistimatik terhadap
unsur-unsur yang tampak dalam suatu gejala atau gejala-gejala dalam objek penelitia”. (Observation is used by having an observation to obtain systematically
the elements of certain phenomenon in objects of research).
3.4 Data Analysis Method
The method of analysis used in analyzing the data is content analysis. Walter (2012) said, “Analisis isi adalah penelitian yang bersifat pembahasan mendalam terhadap isi suatu informasi tertulis atau tercetak dalam media massa”. (Content analysis is a research that widely examine a content of written or printed information in mass media.)
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In accomplishing the thesis, the writer did several steps :
1. Formulating research problems and determining its purpose.
2. Collecting the data by collecting advertisements in Garuda Airline during 2014 until 2015.
3. Reading each advertisement comprehensively.
4. Finding out language features used in each advertisement. 5. Analyzing how the language features influence the readers. 6. Finding out the most dominant language feature.
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CHAPTER IV
ANALYSIS AND FINDING
The writer analyzed about language features found in Garuda Airline and explained how they influence the readers. The writer analyzed the data by using Frank Jefkins‟ theory. The data are words, phrases, and sentences used in Garuda Airline advertisement published in 2014 to 2015. To analyze the data, the writer gave different labels to the advertisement in 2014 and 2015. The advertisements published in 2014 are labelled as R. There are 13 advertisements in 2014 and they were labelled R1 – R13. Other advertisements published in 2015 are labelled as Q. There are 15 advertisements in 2015 and they labelled Q1 - Q15. In this analysis of the study, the three problems were analyzed as the following.
4. 1 Language Features
As it has been mentioned in the previous chapter, based on Frank Jefkins, there are ten language features used in advertisement. After analyzing the data the writer found language features which are used in the data, they are :
1. short sentence 2. short phrase 3. long sentence 4. long phrase 5. simple sentence 6. complex sentence 7. cliches (buzz words) 8. favorable words
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9. imperative sentences. 10.interrogative sentences. 11.punctuation
12.abbreviation
Language features found in the data are shown as the following. 4.1.1 Short Sentences
1. Welcome to the wonderful world of flight transformation and communication. (R13)
4.1.2 Short Phrases
1. The world‟s most improved airline (R1, R2, R11, Q14) 2. GarudaIndonesia
The airline of Indonesia (R1, Q1, Q2, Q3, Q5) 3. Travel Period Now – 30 September 2014.(R3) 4. Garuda Indonesia special discount up to 75 % (R3) 5. First class service at every step of your journey. (R4) 6. Welcome to the world‟s 5 star Airline (R5)
7. Ensuring the convenience of passengers (R7) 8. More spaces. Less worry (R8)
9. Extra baggage(R8)
10.Starts on 6 February 2015.(R10) 11.5 star-Airline (Q1)
12. World‟s best cabin crew (Q2, Q3) 13. World‟s 5-Star Airline (Q3)
14.Proud to take Indonesia to the world stage (Q5) 15. World‟s Best Cabin Crew 2014 (Q5)
16.Official Global Airline Partner of Liverpool Football Club (Q6) 17.Combining our loyalty programs. (Q9)
4.1.3 Long Sentences
1. We currently operate a total of 44 flights per week from Australia to Indonesia with convenient onward connections to South East Asia, North Asia, The Middle East and Europe. (R2)
2. With more direct services to Indonesia than any other carries operating from invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia.(R2)
3. Garuda Indonesia is in the mids of an aggresive expansion programme code named „Quantum Leap‟ that has already resulted in a complete top-to-toe relaunch, a massive investment in new Aircraft, and accreditation with 4-star rating for the quality of its services.(Q7)
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4. Now the Garuda Indonesia Experience is even better at Singapore Changi Airport Terminal, T3 Check-In at Row 1Premium Check –In Area. (Q14) 5. From Tuesday 22 February all Garuda passengers in Singapore will depart
and arrive from Singapore Changi Airport Terminal 3. (Q14)
6. The state –of-the-art facility is recognized as one of the best airport terminals in the world. (Q14)
4. 1. 4 Long Phrases
1. Garuda Indonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia! (R10)
2. Garuda Indonesia Travel Experience Grand Opening Lombok Epicentrum Mall, 17-18 0ctober 2015
3. Above fanes include Singapore Airport Tax & Fuel Sunchange Fares exclude service fee when booked online or with selected againts and subject to change due to currency fluctuation. (R3)
4. Renowned for its tropical rainforest decer : featuring a 5 – story Garden Wall, the world‟s first Butterfly Garden, and 6-meter grotto-waterfall. (Q14)
4. 1. 5 Simple Sentences 1. Blackout Dates apply.(R3)
2. Other terms and condition apply.(R3)
3. Sabang – Medan starts from IDR 625,000 (R10) 4. Sabang – Jakarta starts from IDR 1,692,000 (R10) 5. Our transformation has made us fly ever higher. (R12) 6. Terms and condition apply. (Q4)
7. A 5-star rating is sure to follow. (Q7) 8. Travel will keep you going (Q12)
4.1.6 Complex Sentences
1. Passengers number are set to reach 24 million in 2013 as the airline continues to increase traffic by 30% a year (Q7)
2. As Garuda reaches a fleet strength of 116 aircrafts over the next two years the number of flight will grow to over 400 a day serving a total of 62 domestic and international destination (Q7)
4.1.7 Cliches (buzz words)
1. Garuda Indonesia special discount up to 75 % (R7)
2. GarudaIndonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia! (R9)
3. Voucher Lotte Mart setiap pembelian tiket ke Jakarta (Q1)
4. Voucher Trans Studio setiap pembelian tiket ke Makassar. (Q1)
5. Diskon up to 30 % untuk pemegang BPTV untuk merchant Garuda Indonesia di Lombok (Q1)
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4.1.8 Favorable Words
1. The winning solution for your company‟s needs and staff priveleges. (R1) 2. First class step at every step of your journey. (R4)
3. Welcome to The World‟s 5-star Airline (R5, R8)
4. The world‟s most improved Airline. (R2, R11, Q14)
5. Enjoy the best service with our Garuda experience. (R11) 6. Our Transformation Has Made Us Fly Ever Higher (R12)
7. Welcome to the wonderful world of flight transformation and communication(R14)
8. Paket Amazing Holiday Moment (Q1)
9. Merhandise menarik setiap transaksi IDR 2.500.000 (Q1)
10. World‟s best cabin crew (Q2, Q3)
11. Don‟t miss this one time special offer! (Q3)
12.Step on our new CRJ1000 NextGen (Q4) 13. World‟s Best Cabin Crew 2014 (Q5)
14.Combining our loyalty programs. (Q9) 15.Make every journey rewarding. (Q10)
16.Enjoy your flight, with our best facilities, with our best service, with our best luxury with us. (Q11)
17.New route from Brisbane. (Q13)
18.Experience the most spacious seat the world have ever seeen (Q15) 4.1.9 Imperative Sentences
1. Fly high with our corporate partnership (R1)
2. Enjoy the Garuda Indonesia experience to 51 cities throughout Indonesia and
beyond.(R2)
3. Contact your preffered AFTA Travel Agent or call Garuda Indonesia on 1300
365 330. (R2)
4. Book your flight to 12 selected Indonesiana & 14 International destinations
via www.garudaindonesia.com.sg or selected travel agencies from now till 09 March 2014. (R3)
5. Enjoy 5 – star inflight shopping experience. (R6) 6. Book now (R6, R7)
7. Fly from Westermost Indonesia to every world destination. (R10)
8. Get our special price for Sabang – Medan – Jakarta. (R10) 9. Visit our sales office (R10)
10.Enjoy the best service with our Garuda experience. (R11)
11.Enjoy the comfort of our Boeing 737-800 Next Generation aircraft with
Audio and Video Demand (AVOO) in all classes. (R11)
12.Phone our Garuda Call Centre, Garuda Indonesian Sales office or your travel
agent or click www.garuda-Indonesia.com (R11) 13.Bring your flight and it is a pleasant one. (R13)
14.Experience the most spacious seat the world have ever seeen. (Q1) 15.Kunjungi stand kami dan dapatkan : (Q1)
16.Ikuti juga Photo Competition bersama Garuda Indonesia Lombok akan dipilih 1 pemenang untuk mendapatkan merchandise menarik. (Q1)
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18. Don‟t miss this one time special offer! (Q3) 19.See the many wonders of Indonesia. (Q4)
20.Step on our new CRJ1000 NextGen (Q4)
21.Take a quantum leap with Garuda.(Q7)
22.Celebrate your Ramadhan with your family. (Q8)
23.MAKE EVERY JOURNEY REWARDING (Q10)
24.Enjoy your flight, with our best facilities, with our best service, with our best
luxury with us. (Q11) 25.Keep flying. (Q12)
26.Take of with our latest round trip flights from Brisbane to Denpasar or Jakarta
(Q13)
27.Fly comfortably above the rest with Garuda Indonesia. (Q13)
28.Enjoy unsurpassed shopping at Terminal 3 and tempeing wide range of food
and beverage outlets. (Q14)
29.Experience the real Indonesia where our signature inflight service combines
with our revitalised fleet to create the Garuda Indonesia Experience (Q14) 30.Experience the most spacious seat the world have ever seeen (Q15)
31.Contact : 021-6678121 (Q15)
4. 1. 10 Interrogative Sentence 1. Ready for a new gateway? 4. 1. 11 Punctuation
1. Don‟t miss this one time special offer! 4. 1. 12 Abbreviation
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4. 2 The Influence of Language Features
The influence of language features found was analyzed as the following.
1. R1
Data No. No. Data
R1
1. Fly high with our corporate partnership
2. The winning solution for your company‟s needs and staff priveleges
3. The world‟s most improved airline 4. Garuda Indonesia
The airline of Indonesia
1. Imperative sentence
a. Fly high with our corporate partnership
The use of imperative word “fly” has a power in persuading the readers to use Garuda Airline. The use of “fly” triggers the readers to buy or use Garuda Airline. By reading the word “fly”, the readers are persuaded to use Garuda Airline.
2. Favorable word
a. The winning solution for your company‟s needs and staff priveleges
The use of favorable word “winning solution” influences the readers by giving happy outcome to the reader. When the readers read “winning solution”, the readers feels happy as if Garuda Airline has given a solution to their problems. The word “winning solution” does not give a detailed explanation, because we do not know what solution is given to the readers. But the use “winning solution” gives a positive image to Garuda.
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3. Short phrase
a. The world‟s most improved airline
The phrase only contains 5 words, so it belongs to short phrase. The use of short phrase “the most improved Airline in the world” influences the readers by giving briskness that carry the readers along. Actually, the phrase “the most improved airline in the world” means that Garuda is the most improved airline in the world. But, the producer avoids using subject to make the advertisements become simple and easy to understand.
b. Garuda Indonesia The airline of Indonesia
The phrase contains six words. The use of short phrase Garuda Indonesia,
The Airline of Indonesia influences the readers by giving briskness to the
readers. The producer only uses phrase, but it can influence and persuade the readers that Garuda is an airline belonging to Indonesia, it can influence the readers specially Indonesian people to use Garuda Indonesia
2. R2 Data
No. No. Data
R2
1. Enjoy the Garuda Indonesia experience to 51 cities throughout Indonesia and beyond.
2. Contact your preferred AFTA Travel Agent or call Garuda Indonesia on 1300 365 330.
3. We currently operate a total of 44 flights per week from Australia to Indonesia with convenient onward connections to South East Asia, North Asia, The Middle East and Europe.
4. With more direct services to Indonesia than any other carries operating from Australia, we invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia.
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5. The world‟s most improved Airline Garuda Indonesia
1. Imperative Sentence
a. Enjoy the Garuda Indonesia experience to 51 cities throughout
Indonesia and beyond.
The use of imperative word “enjoy” persuades the readers to use Garuda Airline. The existence of word “enjoy” influences the reader to take an action to use Garuda. The word “enjoy” undirectly asks the readers to take an action.
b. Contact your preferred AFTA Travel Agent or call Garuda Indonesia on 1300 365 330.
The use imperative word “contact” influences the reader to get action that is contact travel agent or Garuda in which the writer influence the readers to book the ticket of Garuda.
2. Favorable words
a. The world‟s most improved Airline
Garuda Indonesia
The use of word “most improved” infuences the readers by giving positive image of Garuda without having a detailed explanation. Exactly, there is no detailed explanation that Garuda is the most improved Airline in the world, but by reading the favorable words itself the readers are influenced without any proof.
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3. Short Phrase
a. The world‟s most improve Airline.
The phrase belongs to short sentence as it contains 7 words. The use of short sentence “the most improved Airline in the world” influences the readers by reducing the difficulties of the text. Actually, the pharase “the most improved airline in the world” means that Garuda is the most improved airline in the world. But, the producer avoids using subject to make the advertisement become simple.
4. Long sentence
a. We currently operate a total of 44 flights per week from Australia to Indonesia with convenient onward connections to South East Asia, North Asia, The Middle East and Europe.
The sentence contains 28 words. The existence of long sentence in this advertisement gives explanation about Garuda experience to 51 trip.
b. With more direct services to Indonesia than any other carries operating from invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia.
The sentence belongs to long sentence as it contains 30 words. The use of long sentence gives a detail explanation about services given by Garuda Airline.
3. R3 Data
No. No. Data
1. Garuda Indonesia special discount up to 75 %
2. Book your flight to 12 selected Indonesiana & 14 International destinations via www.garudaindonesia.com.sg or selected travel agencies from now till 09 March 2014.
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R3 3. Blackout Dates apply.
4. Above fanes include Singapore Airport Tax & Fuel Sunchange Fares exclude service fee when booked online or with selected againts and subject to change due to currency fluctuation.
5. Other terms and condition apply.
1. Cliches (buzz word)
a. Garuda Indonesia special discount up to 75 %
The buzz word used here is “discount”. The use word “discount” has a big power in influencing the readers.
2. Simple Sentence
a. Blackout Dates apply.
Blackout Dates is subject, Apply is verb.
A simple sentence has the most basic elements, Subject, Verb, Complement. The existence of simple sentence influence the reader as it gives effective words. The sentence is to the point, so the readers do not get confused. The readers can understand the sentence easily that blackout dates apply for discount applied.
b. Other terms and condition apply.
Other terms and condition is subject, apply is Verb.
There is one subject and one verb. The simple sentence used influences the readers by giving a clear point to the readers. The reader easily understand that there are another terms and condition which is applied.
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3. Short Phrase
a. Travel Period Now – 30 September 2014.
The phrase contains 5 words. It belongs to short phrase. The use of short phrase influences the readers by giving a point that is easy to remember. As it is short, the readers will not forget the main point of the text. The readers remember the point directly that travel period given is started from the day advertisement published to 30 September 2014.
b. Garuda Indonesia special discount up to 75 %
The producer prefers using phrase to sentenece in this advertisement. It makes the advertisement powerful and more emphatic. As a result, the reader will have more willing to read the advertisement as the phrase has ability to carry the readers along. Actually Garuda Indonesia special discount up to 75
% stands for Garuda Indonesia gives special discount up to 75 %, but the
producer does not use give to make the advertisement interesting. 4. Imperative sentence
a. Book your flight to 12 selected Indonesiana & 14 International
destinations via www.garudaindonesia.com.sg or selected travel agencies from now till 09 March 2014.
The exitence of “book” help the advertisement to talk much to the readers. The use of “book” asks the reader to get an action. By reading the word “book”, the readers are asked to choose Garuda and used special discount to influence the reader.
5. Long phrase
a. Above fanes include Singapore Airport Tax & Fuel Sunchange Fares exclude service fee when booked online or with selected againts and subject to change due to currency fluctuation.
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The phrase consists of 28 words. The use of long sentence gives a detailed explanation giving clear point about discount offered.
4. R4 Data
No. No. Data
R4 1. First class step at every step of your journey.
1. Favorable word
a. First class service at every step of your journey.
The use “first” as favorable word here influences the reader by giving happy outcome to the readers that Garuda has the best service as Garuda has the first class service. The word „first‟ here means that it is the highest position that nothing compares. It will influence the readers as the have a belief that when they use Garuda, they will be given the first class service. It means that the customer will have a satisfying service.
2. Short phrase
b. First class service at every step of your journey.
The phrase consists of 9 words. The use of short sentence gives a clear point to the readers. The phrase becomes emphatic. It influences the reader by giving a clear point that is easy to remember.
5. R5 Data
No. No. Data
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1. Favorable words
a. Welcome to the world’s 5 star Airline
The use of the word “world” here gives an influence to the readers as they are given happy outcome by the existence favorable word “world‟s 5 star Airline. The existence of these words makes the readers believe as if Garuda is the best Airline as they are offered with an achievement WORLD‟S 5 STAR AIRLINE.
2. Short phrase
a. Welcome to the world’s 5 star Airline
The phrase consist of 7 words. The phrase influences the readers by giving a clear point to the readers that Garuda has been admitted as world‟s 5 star airline.
6. R6 Data
No. No. Data
R6 1. Enjoy 5 – star inflight shopping experience.
2. Book now
1. Imperative Sentence
a. Enjoy 5 – star inflight shopping experience.
Shopping is hardly separated from women. In this advertisement, the producer uses shopping to get customer‟s attention especialy the women. The first time, the producer asks the reader to enjoy inflight shooping experience. It is an offering to influence the reader by the existence of inflight shopping.
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b. Book now
As the final aim, it is followed by the use another imperative book now. After being offered by an inflight shopping experience, the writer finally come the main aim that is ask the readers to use Garuda. The word “book” influence the readers to get an action to use Garuda Airline.
7. R7 Data
No. No. Data
R7 1. Ensuring the convenience of passengers 2. Book now
1. Short phrase
a. Ensuring the convenience of passengers
The phrase consists of 5 words. It belongs to short phrase. The use of short phrase influences the readers as it gives a clear point that is able to catch people‟s attention. So, when the advertisement has been able to catch people‟s attention, it will influence the readers to use the product advertised as Garuda ensures the convenience of passengers.
2. Imperative sentence
a. Book now
Before asking the reader by using imperative word “book” the readers are offered with Ensuring the convenience of the passenger. The readers are given an offer that makes them sure to book the ticket. After having promised to have a convenience of the passenger, the writer asked the reader to do an action that is to use Garuda Airline.
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8. R8 Data
No. No. Data
R8 1. More spaces. Less worry 2. Extra baggage
1. Short phrase
a. More spaces. Less worry
The phrase consists of 4 words. The use of short phrase influences the readers by catching people‟s attention due to its briskness in conveying the idea. When a text is easy to understand, the readers will not be confused. The phrase More spaces, less worry is so simple but is able to speak much. Actually the phrase means that Garuda has more spaces, so the passengers will not be worry. But the writer used short phrase to make it simple and avoided complicated meaning.
b. Extra baggage
The phrase only consists of 2 words, but the phrase influences the readers by giving a point that is easy to understand. So that the readers understand the phrase easily that Garuda gives extra baggage to the passengers.
2. Favorable word
a. extra baggage
Baggage is one of some important things in a flight. Passengers sometimes should bring many things with them. In this case, baggage becomes one of considerations in chosing a flight. By offering extra baggage, it will influence the readers. The use of favorable word “extra” gives a happy outcome to the readers.
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9. R9 Data
No. No. Data
R9 1. GarudaIndonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!
1. Cliches (buzz word)
a. GarudaIndonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!
The use of 20 % here stands for discount. The word „discount‟ is one of cliches that works so well in influencing the readers to buy a product advertised. In this advertisement, the writer only used 20 %, but the readers will easily understand as it is so familiar in our life. The use of discount here has a power in catching people‟s attention.
2. Long phrase
a. Garuda Indonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!
The phrase consists of 15 words. The phrase gives detailed explanation about discount offered. It explains that the discount applies for flights from Melbourne, Sidney, and Perth to most destinations in Indonesia.
10. R10 Data
No. No. Data
R10 1.
Fly from Westernmost Indonesia to every world destination. 2.
Starts on 6 February 2015. 3.
Get our special price for Sabang- Medan- Jakarta 4.
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5.
Sabang – Medan starts from IDR 625,000 6. Visit our sales office
Jl. By Pass Yos Sudarso Km. 6 Maimun Saleh Airport Sabang Jl. Tgk. Imum Luaeng Bata No.78 Telp.0657 – 33665 Banda Aceh
1. Imperative sentences
a. Fly from Westernmost Indonesia to every world destination.
The use imperative word here directly influnces the readers to get an action that is to use Garuda. The writer use “fly” to make the imperative sentence works well. The word „fly‟ offers a happy flight to the readers because the word „fly‟ gives an interesting thing to the readers, as if they will fly even if they only sit.
b. Get our special price for Sabang – Medan – Jakarta
The existence get has a same aim to fly. The two imperative sentences ask the readers to get an action after reading the advertisement. When the said „get‟, it means that the readers are being asked to use Garuda Airline.
c. Visit our sales office
The imperative sentence influences the readers to take an action. The sentence asks the readers to visit Garuda‟s sales office. It means that the readers are asked to buy or book the ticket from Garuda Airline.
2. Simple Sentence
Simple sentence consist the basic element of a sentence, subject, verb, and complement.
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a. Sabang – Medan starts from IDR 625,000
“Sabang –Medan” is subject, “starts” is verb, “from IDR 625. 000” is complement.
The simple sentence influences the readers by reducing the difficulties of the text. When the text is easy to understand, there will be less willing to ignore the advertisement. In this sentence, the point is easy to understand that for a flight Sabang –Medan is paid IDR 625.000.
b. Sabang – Jakarta starts from IDR 1,692,000
“Sabang – Jakarta” is subject, “starts” is verb, “from IDR 1.692.000” is complement.
In this case the simple sentence clearly conveys the idea that the passengers must pay IDR 1.692.000 for flight Sabang – Jakarta.
3. Short Phrase
a. Starts on 6 February 2015.
The phrase consists of 5 words. The short phrase influences the readers by giving directness. The short phrase conveys the idea that the special price start on 6 February 2015. The use of short phrase avoided a complicated meaning that is hard to undertand.
11. R11 Data
No. No. Data
R11
1. Enjoy the best service with our Garuda experience BOEING 737-800 NEXT GENERATION
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3. Enjoy the comfort of our Boeing 737-800 Next Generation aircraft with Audio and Video Demand (AVOO) in all classes. 4. Phone our Garuda Call Centre, Garuda Indonesian Sales office
or your travel agent or click www.garuda-Indonesia.com
1. Short phrase
a. The world‟s most improved Airline.
The phrase consists of 5 words. The producer prefers using phrase to sentence in order to make the advertisement easy to understand. Actually, the message that the producer wants to convey is that Garuda Airline is the world‟s most improved airline, but the producer uses phrase to make the advertisement simple. The use of short phrase influences the readers by giving a clear point that is easy to remember. It also has a power to make the language used become interesting. As the result, the readers are interested in reading the advertisement itself.
2. Favorable words
a. The world‟s most improved Airline.
The use of favorable word “most improved” imfluence the readers by giving happy outcome that Garuda is a better Airline. The readers are influenced without any significant proof. But by reading the word “most improved” the readers as if believe that Garuda is the best airline.
b. Enjoy the best service with our Garuda experience.
The existence of “best” gives a positive image to the service offered. The favorable word “best” influence the readers that makes the readers feel that Garuda will give a good service to the passengers. Finally it will influence the readers to get an action as the final aim of an advertisement.
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3. Imperative Sentence
a. Enjoy the best service with our Garuda experience.
The word “enjoy” gives an image that there is a good experience in every trip in Garuda Airline. The existence imperative word „enjoy‟ encourages the readers that the readers will have an enjoyable trip. The main aim of the imperative word here is to influence the readers to take an action or finally choose Garuda as their flight.
b. Enjoy the comfort of our Boeing 737-800 Next Generation aircraft with Audio and Video Demand (AVOO) in all classes.
The use of imperative word “enjoy” influences the readers to take an action. The imperative sentence asks the reader to enjoy the comfort of flight offered. When the advertisement asks the readers to enjoy, it means asking the readers to used Garuda itself as their airline.
c. Phone our Garuda Call Centre, Garuda Indonesian Sales office or your travel agent or click www.garuda-Indonesia.com
The use of imperative word “phone” influences the readers to call Garuda. It means the imperative word “phone” asks the readers to use Garuda.
12. R12 Data
No. No. Data
R12 1. Our Transformation Has Made Us Fly Ever Higher
1. Simple Sentence
a. Our transformation has made us fly ever higher.
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The use of simple sentences reduces the difficulties of the text. In this case, the simple sentence „Our transformation has made us fly ever higher‟,
convey the idea directly. The use of simple sentence infuences the readers by giving a simple point that is easy to understand so the readers are not confused.
2. Favorable word
a. Our transformation has made us fly ever higher.
The use word fly is still chosen to give a positive image to the advertisement. In this advertisement, the writer gives favorable word “higher” to complete the word fly. The existence “higher” give positive image to the Airline that influences the readers to have an interest in using Garuda.
13. R13 Data
No. No. Data
R13 1. Welcome to the wonderful world of flight transformation and communication.
2. Hoping that we keep your comfort. 3. Bring your flight and it is a pleasant one.
1. Imperative sentence
a. Bring your flight and it is a pleasant one.
The use imperative word “bring” influences the reader to take an action that is bringing their flight as a pleasant one. It means that the imperative sentence asks the reader to use Garuda.
(38)
2. Favorable Word
a. Welcome to the wonderful world of flight transformation and communication
The existence of favorable word “wonderful” influences the readers by giving happy outcome to the readers. The favorable word “wonderful” gives positive image to the world that can be seen by flying with Garuda. The use of favorable word itself makes the readers interested in using Garuda Airline as they are promised a wonderful world.
3. Short sentence
a. Welcome to the wonderful world of flight transformation and communication.
The sentence consists of 10 words. The short sentence influences the readers in its way catching people‟s attention due to its briskness. The short sentence is easy to understand. The readers will easlily understand that Garuda offers a wonderful flight to each passenger.
b. Hoping that we keep your comfort.
The sentence consists of 6 words. The use of short sentence here influences the readers by giving an idea that is easy to understand. Reading the text in a moment, the readers will easily get the point that the comfort of the passengers is the priority of Garuda Airline.
(39)
2015 1. Q1
Data
No. No. Data
Q1
1. Garuda Indonesia Travel Experience Grand Opening Lombok Epicentrum Mall, 17-18 0ctober 2015
2. Look forward 3. Garuda Indonesia
The Airline of Indonesia
4. Kunjungi stand kami dan dapatkan :
Paket Amazing Holiday Moment
Voucher Lotte Mart setiap pembelian tiket ke Jakarta
Voucher Trans Studio setiap pembelian tiket ke Makassar
Merhandise menarik setiap transaksi IDR 2.500.000
Diskon up to 30 % untuk pemegang BPTV untuk merchant Garuda Indonesia di Lombok
5. Ikuti juga Photo Competition bersama Garuda Indonesia Lombok akan dipilih 1 pemenang untuk mendapatkan merchandise menarik.
6. 5 star-Airline
1. Short phrase
a. Garuda Indonesia The Airline of Indonesia
The phrase contains six words. The use of short phrase Garuda Indonesia,
The Airline of Indonesia influences the readers by giving briskness to the
readers. The writer only uses phrase, but it can influence and persuade the readers that Garuda is an airline of Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.
(40)
2. Long phrase
a. Garuda Indonesia Travel Experience Grand Opening Lombok Epicentrum Mall, 17-18 0ctober 2015
The phrase consists of 13 words. The phrase gives an explanation about Grand Opening. It gives information about place and time the Grand Opening will be held.
3. Imperative sentence a. Look forward
The use of imperative here influences the readers to look forward to using Garuda Airline. As a result, the writer expects the interest of the reader in using Garuda that finally comes to an action.
b. Kunjungi stand kami dan dapatkan :
The use of imperative word “kunjungi” influences the readers to take an action. In this case the imperative word “kunjungi” asks the readers to visit the stand given.
c. Ikuti juga Photo Competition bersama Garuda Indonesia Lombok akan dipilih 1 pemenang untuk mendapatkan merchandise menarik.
The use of impertive word “ikuti” influences the readers to take an action. In this case, the word “ikuti” asks the readers to join the photo competition.
4. Favorable word
a. Paket Amazing Holiday Moment
The favorable word used is amazing. It influences the readers to be interested in holiday moment offered. The word “amazing” gives a positive image to the holiday moment that makes the holiday moment itself become interesting. When the readers read the word amazing, there will be a different image in
(41)
b. Merhandise menarik setiap transaksi IDR 2.500.000
The favorable word used is menarik. The use of favorable word “menarik” influences the readers by giving a positive image to the merchandise offered. The readers will feel happy that the merchandise given is different due to the use of favorable word “menarik”.
5. Cliches (buzz word)
a. Voucher Lotte Mart setiap pembelian tiket ke Jakarta
The word “voucher” is a kind cliches. The use of voucher will attract people‟s attention because the word “voucher” gives an interesting offer to the reader. It also happens in Voucher Trans Studio setiap pembelian tiket ke
Makassar.
b. Diskon up to 30 % untuk pemegang BPTV untuk merchant Garuda
Indonesia di Lombok
The use of cliche “discount” is really famous in advertisement. When a consumer reads the word “discount”, it will attract the consumers to buy the thing given discount.
6. Short Phrase
a. 5 star-Airline
The phrase only consists of 3 words. It is short but it is able to influence the reader as the phrase is simple and easy to undertsand. The readers do not need much time, but they get the point by the time they read it.
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2. Q2 Data
No. No. Data
R13
1. Enjoy Passenger Service Assistance 2. World‟s Best Cabin Crew 2014 3. Garuda Indonesia
The Airline of Indonesia
1. Imperative sentences
a. Enjoy Passenger Service Assistance
The imperative word “enjoy” gives an offer to the readers that they will have an enjoyable trip. But behind the word, the aim of the word is to ask the reader to take an action that is to use Garuda as their airline.
2. Favorable words
a. World‟s best cabin crew
The value of the cabin crew is more interesting by the existence of favorable word “best”. When the cabin crew is completed by “best”, it gives a positive image to the cabin crew. There is no real proof that prove the quality of cabin crew itself, but the word “best” influences the readers to believe that Garuda is a choice due to its cabin crew. So, the favorable word here influences the readers by giving happy outcome to the readers that make the readers interested in using Garuda.
3. Short phrase
a. World‟s bestcabin crew
The phrase consists of 4 words. Actually the phrase stands for Garuda has world‟s best cabin crew. But by giving a short phrase, it can speak much and
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give the point directly. The readers are influenced as they are given a phrase which is simple and interesting.
b. Garuda Indonesia The Airline of Indonesia
The phrase contains six words. The use of short phrase Garuda Indonesia,
The Airline of Indonesia influences the readers by giving briskness to the
readers. The producer only uses phrase, but it can influence and persuade the readers that Garuda is an airline Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.
4. Favorable word
a. World‟s best cabin crew
The value of the cabin crew is more interesting by the existence of favorable word “best”. When the cabin crew is completed by “best”, it gives a positive image to the cabin crew offered. There is no real proof that prove the quality of cabin crew itself, but the word “best” influences the readers to believe that Garuda is a choice due to its cabin crew. So, the favorable here influences the readers by giving happy outcome to the readers that make the readers interested in using Garuda.
3.Q3 Data
No. No. Data
Q3
1. World‟s 5-Star Airline
2. To celebrate Our Greatest Achievement in Becoming a 5-Star Airline, Garuda is offering returns Economy Class tickets to Bali for HKD500 AS a special thank you for your continuous support.
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4. World‟s best cabin crew 5. Garuda Indonesia
The Airline of Indonesia
1. Short phrase
a. World‟s 5-Star Airline
The phrase consists of 4 words. The use of short phrase influences the readers by giving directness and brevity of the text. The short phrase given is easy to understand, the readers do not get confused of the idea given.
b. World‟s best cabin crew
The phrase consists of 4 words. actually stands for Garuda has world‟s best cabin crew. But by giving a short phrase, it can speak much and give the point directly. The readers are influenced as they are given a phrase which is simple and interesting.
c. Garuda Indonesia The Airline of Indonesia
The phrase contains six words. The use of short phrase Garuda Indonesia,
The Airline of Indonesia influences the readers by giving briskness to the
readers. The writer only uses phrase, but it can influence and persuade the readers that Garuda is an airline of Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.
2. Imperative sentence
b. Don’t miss this one time specialoffer!
The writer asks the readers not to miss the one special time. The aim of this imperative is to remind the readers to take the special offer given.
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3. Favorable word
a. Don‟t miss this one time special offer!
The favorable used influences the reader by giving a positive image to the offer given. The word “special” makes the offer given becomes different to another offers. The favorable word used makes the advertisement interesting as it creates a happy outcome to the readers.
b. World‟s best cabin crew
The value of the cabin crew is more interesting by the existence of favorable word “best”. When the cabin crew is completed by “best”, it gives a positive image to the cabin crew offered. There is no a real proof that prove the quality of cabin crew itself, but the word “best” influences the readers to believe that Garuda is a choice due to its cabin crew‟s quality. So, the favorable here influences the readers by giving happy outcome to the readers that make the readers interested in using Garuda.
4. Long sentence
a. To celebrate Our Greatest Achievement in Becoming a 5-Star Airline, Garuda is offering returns Economy Class tickes to Bali for HKD500 AS a special thank you for your continuous support.
The sentence consists of 31 words. The sentence give an explanation about offering given. After thanking for getting achievement 5 – star airline, the readers are offered a special offer to the readers.
5. Punctuation
a. Don‟t miss this one time special offer!
The use of punctuation „exclamation mark‟ (!) influences the readers by giving exclamation to the sentence given. The sentence becomes more powerful.
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4. Q4 Data
No. No. Data
Q4
1. See the many wonders of Indonesia. 2. Step on our new CRJ1000 NextGen 3. Terms and condition apply.
1. Favorable word
a. Step on our new CRJ1000 NextGen
The word „new‟ here gives a positive image to the CRJ100 NextGen. We know that the word „new‟ gives an interesting value that something new will be different as it has a better quality than the old one. In this case, the favorable word “new” influences the readers by creating happy outcome to the readers.
2. Imperative sentences
a. See the many wonders of Indonesia.
The use of imperative “see” influences the readers to take an action. The word “see” offers an opportunity to enjoy the beauty of Indonesia by flying with Garuda. Beside the readers can go anywhere, they also enjoy the wonders of certain place.
b. Step on our new CRJ1000 NextGen
The use of imperative “step” influences the readers to use Garuda. The word “step” influences the reader to step on by using Garuda Airline.
(47)
3. Simple sentence
a. Terms and condition apply.
The sentence contains the basic element of a sentence, subject, verb and complement. In this case the sentence consists of subject (terms and condition) and verb (apply). The simple sentence influences the readers by reducing the difficulties of the text. So, the readers can understand the text easily.
5. Q5 Data
No. No. Data
Q5
1. Garuda Indonesia The Airline of Indonesia
2. Proud to take Indonesia to the world stage 3. World‟s Best Cabin Crew 2014
1. Short phrase
a. Garuda Indonesia The Airline of Indonesia
The phrase contains six words. The use of short phrase Garuda Indonesia,
The Airline of Indonesia influences the readers by giving briskness to the
readers. The writer only use phrase, but it can influence and persuade the readers that Garuda is an airline of Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.
b. Proud to take Indonesia to the world stage
The phrase consists of 8 words. The phrase “Proud to take Indonesia to the world‟s stage” stands for a sentence that means Garuda is proud to take Indonesia to the world‟s stage, but the writer avoids using subject to make the
(48)
advertisement simple and interesting. The use of short phrase influences the reader by giving a directness of the text in which the text can be easy to understand.
c. World‟s Best Cabin Crew 2014
The phrase consists of 4 words. actually stands for Garuda has world‟s best cabin crew. But by giving a short phrase, it can speak much and give the point directly. The readers are influenced as they are given a phrase which is simple and interesting.
2. Favorable word
a. World‟s Best Cabin Crew 2014
The value of the cabin crew is more interesting by the existence of favorable word “best”. When the cabin crew is completed by “best”, it gives a positive image to the cabin crew offered. There is no real proof that proves the quality of cabin crew itself, but the word “best” influences the readers to believe that Garuda is a choice due to its cabin crew. So, the favorable word here influences the readers by giving happy outcome to the readers that make the readers interested in using Garuda.
6. Q6 Data
No. No. Data
Q6
1. Garuda Indonesia The Airline of Indonesia
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1. Short phrase
a. Garuda Indonesia The Airline of Indonesia
The phrase contains six words. The use of short phrase Garuda Indonesia,
The Airline of Indonesia influences the readers by giving briskness to the
readers. The writer only use phrase, but it can influence and persuade the readers that Garuda is an airline belonging to Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.
b. Official Global Airline Partner of Liverpool Football Club
The phrase consists of eight words. The use of short phrase influences the readers by giving point that is easy to undestand. The short phrase catchs the reader‟s attention as it gives a simple point, so the reader will not forget the end of the text by the end time the readers have reached the final words. In this case, the writer also use Liverpool Football Club to catch the reader‟s attention. As we know that Liverpool is one of famous football clubs.
7. Q7 Data
No. No. Data
Q7
1. Take a quantum leap with Garuda
2. Garuda Indonesia is in the mids of an aggresive expansion programme code named „Quantum Leap‟ that has already resulted in a complete top-to-toe relaunch, a massive investment in new Aircraft, and accreditation with 4-star rating for the quality of its services.
A 5-star rating is sure to follow.
Passengers number are set to reach 24 million in 2013 as the airline continues to increase traffic by 30% a year.
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1. Imperative sentence
a. Take a quantum leap with Garuda.
The advertisement speaks to the readers by asking the readers to take a leap with Garuda. The advertisement influences the readers to take an action that is choosing Garuda as their airline wherever they want to go.
2. Simple Sentence
a. A 5-star rating is sure to follow.
A 5 – star rating is subject, is is auxiliary verb, sure to follow is complement. The use of simple sentence here influences the readers by reducing the difficulties of the text. The sentence contains the basic element of a sentence, subject, verb, and complement. By using the simple sentence, the sentence becomes easy to understand. The readers will not get confused about the idea of the text as it is so simple.
3. Long sentence
a. Garuda Indonesia is in the mids of an aggresive expansion
programme code named „Quantum Leap‟ that has already resulted in
a complete top-to-toe relaunch, a massive investment in new Aircraft, and accreditation with 4-star rating for the quality of its services.
The sentence consists of 44 words. The use long sentence here gives explanation about „Quantum Leap‟ that is mentioned before. When the readers read the previous sentence, they will ask what Quantum Leap is. So, the sentence is followed by the long sentence to give a detailed explanation. 4. Complex sentence
Complex sentence is a sentence made up of an independent clause and one or more dependent clause connected to it.
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a. Passengers number are set to reach 24 million in 2013 as the airline continues to increase traffic by 30% a year
The sentence consists of two clauses, „Passengers number are set to reach 24
million in 2013‟ is the first clause, as the airline continues to increase traffic by 30% a year is the second clause.
The use of complex sentence here gives an explanation about information that is important to know.
b. As Garuda reaches a fleet strength of 116 aircrafts over the next two years the number of flight will grow to over 400 a day serving a total of 62 domestic and international destination.
The sentence consists of two clauses, “As Garuda reaches a fleet strength of 116 aircrafts over the next two years is the first clause, the number of flight will grow to over 400 a day serving a total of 62 domestic and international destinatio as the second clause. The use of complex sentence here gives an
information to the readers.
8. Q8 Data
No. No. Data
Q8 1. Celebrate your Ramadhan with your family by flying with a 5 star Airline
1. Imperative
a. Celebrate your Ramadhan with your family.
A family time is a time to spend with family, for example Ramadhan. When Ramadhan comes, many people will visit their family. Related to this case, the writer use imperative sentence to ask the readers to celebrate Ramadhan.
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It influences the readers to use Garuda as their airline when they will visit their family.
9. Q9 Data
No. No. Data
Q9 1. Combining our loyalty programs
1. Favorable word
a. Combining our loyalty programs.
The use favorable word “loyalty” gives a positive image to program offeered. The word „loyalty‟ describes a program that would not be change. The use favorable word creates a value that makes program given different. So, the readers are interested in using Garuda.
2. Short phrase
a. Combining our loyalty programs.
The phrase is short, that it only consistsof 4 words. Though the phrase is short, but it has directness to convey the idea. As a result, the readers are not confused about the idea
10. Q10 Data
No. No. Data
(53)
1. Favorable word
a. Make every journey rewarding.
The existence of favorable word “rewarding” influences the readers by giving a happy outcome to the readers that every journey taken by the readers will be rewarding. The favorable word tries to ensure the readers that choosing Garuda will not be dissapointing as they guarantee a rewarding journey. 2. Imperative
a. Make every journey rewarding.
The use of imperative influences the readers by asking the readers to take an action. The imperative word „make‟ asks the readers to make their journey become rewarding. It means that the writer ask the readers to use Garuda.
11. Q11 Data
No. No. Data
Q11
1. Enjoy your flight, with our best facilities, with our best service, with our best luxury with us
2. Garuda Indonesia, The Airline of Indonesia.
1. Imperative sentence
a. Enjoy your flight, with our best facilities, with our best service, with
our best luxury with us
The imperative word used play a role in asking the readers to take an action. The word „enjoy‟ gives a positive imperative that it seems offeringg but it also asks something. The use of imperative word here influences the reader to take an action that is using Garuda Indonesia as their flight.
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2. Favorable word
a. Enjoy your flight, with our best facilities, with our best service, with our best luxury with us
The use favorable word „best‟ in this advertisement influences the readers to be interested in the thing offered. The favorable word best used in phrase „our best facilities‟, gives a positive image to the facilities offered. The use of favorable word best in phrase our best service, gives positive image to the service offered, and also in phrase our best luxury. The use of favorable in each phrase gives a happy outcome to the readers and strengthens the reader‟s belief about the thing offered.
12. Q12 Data
No. No. Data
Q12 1. Keep Flying
2. Travel will keep you going
1. Imperative sentence
a. Keep flying.
The writer influences the readers to keep using Garuda by asking the readers to keep flying.
2. Simple sentence
a. Travel will keep you going
The sentence contains the basic elements of a sentence. Travel is subject, will keep is verb, you is object.
The use of simple sentence gives a simple point that is easy to understand. As a result, the readers do not get confused about the idea conveyed.
(55)
13. Q13 Data
No. No. Data
Q13
1. New route from Brisbane 2. Ready for new gateway?
3. Take off with our latest round trip flights from Brisbaneto Denpasar or Jakarta
4. Fly comfortably above the rest with Garuda Indonesia.
1. Favorable words
a. New route from Brisbane.
The use favorable word „new‟ creates a diferent value to the route offered. The readers are influence due to the existence of „new‟ that offers something different. The word „new‟ also strengthens the reader‟s beliefs about the route offered. Finally the readers will be interested in taking the route offered. 2. Imperative sentence
a. Take offwith our latest round trip flights from Brisbaneto Denpasar
or Jakarta
The use of imperative take off influences the readers by asking the readers to take off. Asking the readers taking off means asking the readers use Garuda.
b. Fly comfortably above the rest with Garuda Indonesia.
The use of imperative word here gives an exclamation to the readers. The imperative word influences the readers to take an action that is flying with Garuda.
(56)
3. Interrogative sentence
a. Ready for new gateway?
The existence of interrogative word here asks something to the readers, but it is a way to catch people‟s attention. The interrogative has a power to seek an information and persuade the people to carry out the desideraction.
14. Q14 Data
No. No. Data
Q14
Q14
1. Now the Garuda Indonesia Experience is even better at Singapore Changi Airport Terminal, T3 Check-In at Row 1Premium Check –In Area
2. From Tuesday 22 February all Garuda passengers in Singapore will depart and arrive from Singapore Changi Airport Terminal 3.
3. The state –of-the-art facility is recognized as one of the best airport terminals in the world.
4. Renowned for its tropical rainforest decer : featuring a 5 – story Garden Wall, the world‟s first Butterfly Garden, and 6-meter grotto-waterfall.
5. Enjoy unsurpassed shopping at Terminal 3 and tempeing wide range of food and beverage outlets.
6. Enjoy unsurpassed shopping at Terminal 3 and tempeing wide range of food and beverage outlets.
7. Experience the real Indonesia where our signature inflight service combines with our revitalised fleet to create the Garuda Indonesia Experience.
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1. Short phrase
a. The world‟s most improved Airline.
The phrase belongs to short sentence as it contains 7 words. The use of short sentence “the most improved Airline in the world” influences the readers by reducing the difficulties of the text. Actually, the pharase “the most improved airline in the world” means that Garuda is the most improved airline in the world. But, the producer avoids using subject to make the advertisement become simple.
2. Imperative sentences
a. Enjoy unsurpassed shopping at Terminal 3 and tempeing wide range
of food and beverage outlets.
The use of imperative sentence in this advertisement gives an inluence in which the readers are asked to do an action. In this case, the readers are asked to enjoy the shopping offered by Garuda. To enjoy the shopping itself, the readers must use Garuda first. It means that the imperative word used ask the readers to use Garuda Indonesia.
b. Experience the real Indonesia where our signature inflight service
combines with our revitalised fleet to create the Garuda Indonesia Experience.
The use of imperative word here influences the readers to take an action. In this case, the imperative word asks the readers to experience the real Indonesia. To experience it, the readers should use Garuda Indonesia. We can say that the imperative word asks the readers to use Garuda Indonesia.
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3. Long sentences
a. Now the Garuda Indonesia Experience is even better at Singapore Changi Airport Terminal, T3 Check-In at Row 1Premium Check –In Area
b. From Tuesday 22 February all Garuda passengers in Singapore will depart and arrive from Singapore Changi Airport Terminal 3.
c. The state –of-the-art facility is recognized as one of the best airport terminals in the world.
The three sentences are considered as long sentence as they consist of more than 20 words. The first sentence (a) consists of 23 words, the second sentence (b) consists of 18 words, the third sentence (c) consists of 18 words, and the fourth sentence (d) consists of 23 words.
The existence of the four long sentences gives a detailed explanation to the readers about Terminal 3.
4. Long Phrase
a. Renowned for its tropical rainforest decer : featuring a 5 – story
Garden Wall, the world‟s first Butterfly Garden, and 6-meter grotto-waterfall.
The phrase consists of 21 words. so, it belongs to long phrase. The phrase gives information to the readers about Garden Wall, Butterfly Garden, and Grotto waterfall.
15. Q15
Data
No. No. Data
Q15
1. The First Non-Stop All-Business Class Service Between Asia and USA
Experience the most spacious Seat The world Has Ever Seen Contact : 021-6678121http://www.garuda-indonesia.com The Airline of Indonesia
(59)
1. Favorable word
a. Experience the most spacious seat the world have ever seen
The existence of favorable word „spacious‟ influence the reader by giving happy outcome to the readers. The favorable words gives a positive image to the seat offered that influences the readers to prefer Garuda due to its offer. The use of favorable word “spacious” also strengthens the reader‟s belief to choose Garuda.
2. Imperative sentence
a. Experience the most spacious seat the world have ever seeen
The imperative „experience‟ influences the reader by asking them to take an action. The word „experience‟ gives an influence to the readers to use Garuda with the offer given.
b. Contact : 021-6678121 http://www.garuda-indonesia.com
The use of imperative word “contact” influences the readers to book or buy Garuda‟s ticket hurriedly.
3. Short Phrase
a. Garuda Indonesia The Airline of Indonesia
The phrase contains six words. The use of short phrase Garuda Indonesia,
The Airline of Indonesia influences the readers by giving briskness to the
readers. The writer only use phrase, but it can influence and persuade the readers that Garuda is an airline of Indonesia, it can influence the readers specially Indonesian people to use Garuda Indonesia.
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4. 3 The Most Dominant Language Feature
Based on the data above, it can be concluded that the most dominant language feature is imperative sentences. In 2014, there are 18 data which used imperative sentences, while in 2015 there are 14 data. So, there are 32 data in 2014 to 2015.
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4. 4 FINDINGS
After analyzing the data, the findings are shown as the following table. 1. 2014
No. Language Feature
Data
No Data
Word/ Phrase/Sentence 1. Short
Phrase
R1 The world‟s most improved airline
The world‟s most improved airline
Garuda Indonesia The airline of Indonesia
Garuda Indonesia The airline of Indonesia R2 The world‟s most improved
Airline
Garuda Indonesia
The world‟s most improved Airline
Garuda Indonesia R3 Travel Period Now – 30
September 2014.
Travel Period Now – 30 September 2014.
Garuda Indonesia special discount up to 75 %
Garuda Indonesia special discount up to 75 %
R4 First class service at every step of your journey.
First class service at every step of your journey.
R5 Welcome to the world‟s 5 star Airline
Welcome to the world‟s 5 star Airline
R7 Ensuring the convenience of passengers
Ensuring the
convenience of
passengers
R8 More spaces. Less worry More spaces. Less worry
Extra baggage Extra baggage
R11
The world‟s most improved Airline.
The world‟s most improved Airline.
2. Short Sentence
R13 Welcome to the wonderful world of flight transformation and communication.
Welcome to the wonderful world of flight transformation and communication.
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No. Language Feature
Data
No Data Word/
Phrase/Sentence 3. Long
Sentence
R2 We currently operate a total of 44 flights per week from Australia to Indonesia with
convenient onward
connections to South East Asia, North Asia, The Middle East and Europe.
We currently operate a total of 44 flights per week from Australia to
Indonesia with
convenient onward connections to South East Asia, North Asia, The Middle East and Europe.
With more direct services to Indonesia than any other carries operating from invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia
With more direct services to Indonesia than any other carries operating from invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia.
4. Long phrase
R9
Garuda Indonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!
Garuda Indonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!
R3
Above fanes include Singapore Airport Tax & Fuel Sunchange Fares exclude service fee when booked online or with selected againts and subject to change due to currency fluctuation.
Above fanes include Singapore Airport Tax & Fuel Sunchange Fares exclude service fee when booked online or with selected againts and subject to change due to currency fluctuation.
5. Simple sentence
R3 Blackout Dates apply. Blackout Dates apply. Other terms and condition
apply.
Other terms and condition apply.
R10
Sabang – Medan starts from IDR 625,000
Sabang – Medan starts from IDR 625,000
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No. Language Feature
Data
No. Data Word/phrase/sentence
R12 Our Transformation Has Made Us Fly Ever Higher
Our Transformation Has Made Us Fly Ever Higher
6. Cliches R3 Garuda Indonesia special discount up to 75 %
discount R9 GarudaIndonesia 20 % off
from Melbourne, Sidney, and Perth to most destinations in Indonesia!
20 % off
7. Favorable words
R1 The winning solution for your company‟s needs and staff priveleges
Winning
R2 The world‟s most improved Airline
Garuda Indonesia
Improved
R4 First class step at every step of your journey.
First
R5 Welcome to The World‟s 5 -star Airline
World
R8 Extra baggage Extra
R11
The world‟s most improved Airline.
Improved
Enjoy the best service with our Garuda experience.
Best R12 Our Transformation Has
Made Us Fly Ever Higher
Higher R13 Welcome to the wonderful
world of flight transformation and communication
Wonderful
8. Imperative sentences
R1 Fly high with our corporate partnership
Fly R2 Enjoy the Garuda Indonesia
experience to 51 cities throughout Indonesia and beyond.
Enjoy
Contact your preffered AFTA Travel Agent or call Garuda Indonesia on 1300 365 330.
contact
R3 Book your flight to 12 selected Indonesiana & 14 International destinations via www.garudaindonesia.com.sg or selected travel agencies from now till 09 March 2014.
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No. Language Feature
Data
No. Data Word/Phrase/Sentence
R6 Enjoy 5 – star inflight shopping experience.
Enjoy
Book now Book
R7 Book now Book
R10 Fly from Westermost Indonesia to every world destination.
Fly
Get our special price for Sabang – Medan – Jakarta
Get
Visit our sales office
Visit R11 Enjoy the best service with
our Garuda experience.
Enjoy Enjoy the comfort of our
Boeing 737-800 Next Generation aircraft with Audio and Video Demand (AVOO) in all classes.
Enjoy
Phone our Garuda Call Centre, Garuda Indonesian Sales office or your travel agent or click www.garuda-Indonesia.com
Phone
R13 Bring your flight and it is a pleasant one.
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2. 2015
No. Language Features
Data
no. Data
Word/ Phrase/Sentence 1. Short phrase Q1 Garuda Indonesia
The Airline of Indonesia
Garuda Indonesia The Airline of Indonesia
5 star-Airline 5 star-Airline
Q2 World‟s best cabin crew World‟s best cabin crew Garuda Indonesia
The Airline of Indonesia
Garuda Indonesia The Airline of Indonesia
Q3 World‟s 5-Star Airline World‟s 5-Star Airline World‟s best cabin crew World‟s best cabin crew Garuda Indonesia
The Airline of Indonesia
Garuda Indonesia The Airline of Indonesia
Q5 Garuda Indonesia The Airline of Indonesia
Garuda Indonesia The Airline of Indonesia
Proud to take Indonesia to the world stage
Proud to take Indonesia to the world stage World‟s Best Cabin Crew
2014
World‟s Best Cabin Crew 2014
Q6 Garuda Indonesia The Airline of Indonesia
Garuda Indonesia The Airline of Indonesia
Official Global Airline Partner of Liverpool Football Club
Official Global Airline Partner of Liverpool Football Club
Q9 Combining our loyalty programs.
Combining our loyalty programs.
Q14 The world‟s most improved Airline.
The world‟s most improved Airline. 2 Long phrase Q1 Garuda Indonesia Travel
Experience Grand
Opening Lombok
Epicentrum Mall, 17-18 0ctober 2015
Garuda Indonesia Travel Experience
Grand Opening
Lombok Epicentrum Mall, 17-18 0ctober 2015
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COPYRIGHT DECLARATION
NAME : ANNA SIMBOLON
TITLE OF THESIS : AN ANALYSIS OF LANGUAGE POWER IN GARUDA AIRLINE ADVERTISEMENTS
QUALIFICATION : S-1/ SARJANA SASTRA
DEPARTMENT : ENGLISH
I AM WILLING THAT MY THESIS SHOULD BE AVAILABLE FOR REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES, UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW OF THE REPUBLIC OF INDONESIA.
Signed :
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vi ABSTRACT
This thesis entitled “An Analysis of Language Power in Garuda Airline
Advertisements” analyzes language power in Garuda Airline advertisements in influencing the readers. The power of language itself is realized through language features used and how they influence the readers to use the product advertised as the main aim of an advertisement. The data are taken from 28 advertisements in Garuda Airline published in 2014 to 2015. The 28 advertisements are analyzed by using descriptive qualitative method. Based on the data analysis, the language features found are short sentences short sentences, simple sentences, cliches, favorable words, imperative sentences, interrogative sentences, punctuation and abbreviation.Theuse of each feature influences the readers through the words used in each of features. Short sentence influence the readers by giving words that are easy to understand and remember. Simple sentence influence the readers by using words that reduce the difficulties of the text, so the words given are simple. Cliches (buzz word) influence the reader by using word that are common in advertising such as discount and sale. Favorable words influence the readers by giving a positive image to the product
advertised to strengthen the reader‟s belief towards the product advertised.
Imperative sentences influence the readers by using words that ask the reader to have an interest in using or buying the product advertised. Interrogative sentences give words that look like asking something, however virtually the sentences ask the readers to use or buy the product advertised. Punctuation influence the readers by giving emphasizing in order to make the adertisement influence the readers strongly. The last feature is abbreaviation. The use of abbreviation influences the readers by making a more interesting words that make the advertisement becomes interesting. Based on the analysis, short phrase and imperative sentences are mostly used in the data discussed. Imperative sentences influences the reders by the imperative words used such as fly, book, contact and so on. The use of short sentence is preferred as short phrases contains viewer words. So, the readers understand the text easily as long phrase/sentence will drain the reader‟s interest in reading a text.
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ABSTRAK
Skripsi yang berjudul “An Analysis of Language Power in Garuda Airline Advertisements” ini menganalisis kekuatan bahasa di dalam iklan penerbangan Garuda dalam mempengaruhi pembaca. Kekuatan bahasa tersebut dilihat dari fitur-fitur bahasa yang digunakan dan bagaimana tanda-tanda bahasa tersebut mempengaruhi pembaca untuk menggunakan produk yang diiklankan sebagaimana tujuan utama dari sebuah iklan. Data yang diambil adalah teks di 28 iklan Garuda Airline yang diterbitkan selama tahun 2014 sampai 2015. Ke 28 data tersebut dianalisis dengan menggunakan metode deskriptif kualitatif. Dari hasil analisis data, ditemukan bahwa fitur-fitur bahasa yang digunakan adalah short sentences, simple
sentences, cliches, favorable words, imperative sentences, interrogative sentences, punctuation and abbreviation.Penggunaan masing-masing fitur bahasa ini
mempengaruhi pembaca dengan kata-kata yang digunakan didalam fitur tersebut.
Short sentence mempengaruhi pembaca dengan memberikan kata-kata yang mudah
dimengerti dan diingat. Simple sentence mempengaruhi pembaca dengan memberikan kata-kata dengan mengurangi kesulitan sebuah teks, sehingga teks yang diberikan sederhana saja. Cliches (buzz wordz) mempengaruhi pembaca dengan kata-kata yang sudah biasa didalam periklanan seperti diskon dan sale. Favorable words mempengaruhi memberikan kata-kata positif terhadap produk yang diiklankan yang menguatkan keyakinan pembaca terhadap produk yang diiklankan.Penggunaan
imperative sentence mempengaruhi pembaca dengan kata perintah yang ada didalam
kalimat tersebut sehingga pembaca memiliki niat untuk menggunakan produk yang diiklankan. Interrogative sentences memberikan kata-kata yang seolah olah menanyakan sesuatu kepada pembaca namun pada intinya adalah untuk menawarkan produk yang diiklankan. Punctuation mempengaruhi pembaca dengan memberikan penguatan terhadap suatu iklan sehingga iklan tersebut mengajak pembaca dengan kuat. Yang terakhir adalah abbreviation yang mempengaruhi pembaca dengan memberikan kata-kata yang lebih menarik dengan penggunaan abbreviation itu sendiri. Dari fitur-fitur tersebut, yang paling banyak ditemukan adalah short phrase dan imperative sentence.Penggunaan imperative sentence mempengaruhi pembaca melalui kata perintah yang digunakan (fly, book, contact dan lain lain). Penggunaan
short phrase lebih dipilih didalam data yang dianalisis karena short phrase memiliki
jumlah kata yang lebih sedikit, sehingga pembaca bisa mengerti teks dengan mudah,
karena long phrase/sentence akan menguarangiketertarikan pembaca didalam
membaca sebuah teks.
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viii TABLE OF CONTENTS
ACKNOWLEDGEMENT ... i
AUTHOR’S DECLARATION ... iv
COPYRIGHT DECLARATION ... v
ABSTRACT ... vi
TABLE OF CONTENTS ... viii
CHAPTER I : INTRODUCTION ... 1
1.1 Background of The Study ... 1
1.2 Problem of The Study ... 8
1.3 Objective of The Study ... 8
1.4 Scope of The Study ... 8
1.5 Significance of The Study ... 9
CHAPTER II : REVIEW OF RELATED LITERATURE ... 10
2.1 The Power of Language ... 10
2.1.1 Power in Discourse ... 11
2.1.2 Power Behind Discorse ... 13
2.2 Advertisement ... 13
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2.2.2 The Function of Advertisement ... 15
2.2.3 The Principles of Advertisement ... 16
2.3 Language in Advertisement ... 17
2.3.1 Language Features ... 19
2.3.1.1 Short Sentences ... 19
2.3.1.2 Simple Sentences ... 21
2.3.1.3 Cliches (buzz words) ... 22
2.3.1.4 Favorable Words ... 23
2.3.1.5 Imperative Sentence ... 24
2.3.1.6 Interrogative Sentence ... 26
2.3.1.7 Alliteration ... 27
2.3.1.8 Repetition ... 29
2.3.1.10 Abbreviation ... 31
2.4 Relevant Studies ... 32
CHAPTER III : METHODOLOGY……….34
3.1 Research Method ... 34
3.2 Data and Data Source ... 35
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x
3.4 Data Analysis Method ... 35
CHAPTER IV: ANALYSIS AND FINDING ... 37
4.1 Language Features ... 37
4.2 The Influence of Language Features ... 42
4.3 The Most Dominant Language Features ... 80
4.4 Findings ... 81
CHAPTER V : CONCLUSION AND SUGGESTION ... 91
5.1 Conclusion ... 95
5.2 Suggestion ... 97
REFERENCES ... 98