Definition Advertisement and Advertising

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CHAPTER II REVIEW OF RELATED LITERATURE

The content of this chapter will seek to explain some important theories which are related to this research. There are two main parts of this chapter, namely theoretical description and theoretical framework. Theoretical description provides the theoretical review of this research base whereas theoretical framework explains the relation between the theories and the research.

A. Theoretical Description

In this section, there are some theories which can be the foundation of this research. This section elaborates on the advertisement and advertising, language style of advertisement, persuasion, and power relation.

1. Advertisement and Advertising

This part is going to explain what advertisement and advertising are. There are several things which deal with advertisement and advertising. They are the definition of advertisement and advertising, the functions of advertising, and the types of advertising.

a. Definition

Hornby 1995 defines an advertisement as a public notice which is offering or asking for goods, services, and so on. An advertisement becomes a medium to publish companies‟ offer to society. Companies inform society about their products which can be in the form of goods or services. In this case, companies are trying to gain society‟s attention to their products. Therefore, an advertisement is a device to connect companies to their consumers. Based on that definition, advertisement does not have the role of marketing strategy because it only focuses on companies‟ intention to give information to society without persuading society to be the consumers of their products. Similar to Hornby 1995, Weilbacher 1984: 8 says, “An advertisement is a marketing tool that helps to build confidence in companies and institutions by conveying accurate and compelling information to consumers about the brand or company or institution.” As a marketing tool, an advertisement has the function of marketing compan ies‟ products. While Hornby 1995 only emphasizes how to gain society‟s attention, Weilbacher 1984 emphasizes how to gain society‟s willingness to use the advertised products. Advertisement cannot be separated from advertising. Bovee and Arens 1986: 5 describe “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, se rvices, or ideas by identified sponsors through the various media.” Advertising should be done as the public communication which involves companies as message senders and consumers as message receivers in order to meet companies‟ needs of product marketing . Furthermore, the word „persuasive‟ directs advertising into an action of persuading people. For example, an advertisement of Matahari Department Store which was broadcasted nearly Christmas offers discount for selected items up to 50. That communication occurs between Matahari Department Store and the audience. It essentially persuades the audience to go shopping there because Matahari Department Store offers big discounts for their consumers.

b. Functions of Advertising