4.4 Theme Development
In this part is explained how is the Theme Development of advertisement text in People Magazine which is published at 8 July 2013. There are 10 advertisements
displayed and analyzed in this part.
1. Text 1: OLAY REGENERIST
See brighter, firmer eyes in just one week. Just see what this amazing duel eye treatment can do.
Step one: Firms around the eyes. Gently dap the cream around your eyes to soften the appearance of lines and smooth the look of the lids.
Step two: Instantly thicken lashes. Use the brush to sweep your lashes with the serum to coat condition
Start today and have eyes that say “Wow” in just one week
The thematic development of this advertisement is analyzed as below: Clause 1
T1 See Clause 2
T2 R1 brighter …just one week.
Just see R2 what …. treatment can do
Clause 3 T3
. Step one
Clause 4 T4 R3 firms around the eyes.
Gently dap Clause 5
T5 R4 the cream … the lids.
Step two Clause 6 T6
R5 instantly thicken lashes. Use
Clause 7 T7 Start R7 today and have
R6 the brush … condition.
Clause 8 T8 eyes
that R8 say “Wow” in just one week
Universitas Sumatera Utara
As can be seen, in this text is developed by using Re-Iteration pattern, Multiple-Rheme pattern, and Zigzag pattern. the first and second Imperative Themes,
‘see’ is used the Reiteration pattern. The next Themes “Step one” and “Step two” are built from the Second Rheme “what this amazing duel eye treatment can do” by
using multiple Rheme Pattern. The Zigzag pattern is used in the last Theme “That” which refers to the previous Rheme “eyes”.
2. Text 2: OLAY REGERNERIST EYE AND LASH DUO
Sizzle with a chic summertime look. It all starts with Olay Regenerist Eye and Lash Duo. Help avoid make up meltdowns by
prepping eye for color, use the lotion to smooth skin’s appearance around the eyes and then the serum to help reveal thicker, fuller lashes. Now you’re ready to create a
dramatic eye – use a black liquid liner to draw a thick line across the lid, extending out past the natural crease, then add two coats of mascara. Finish the look with a dab of
cream blush and glossy lip, and shine in the sunlight. See more ways to get gorgeous at Olay.com
The thematic development of this advertisement is analyzed as below: Clause 1
T1
Sizzle R1 with a chic summertime look
Clause 2 T2
It all R2 starts
Clause 3 T3
Olay … Lash Duo Help
R3 avoid … by prepping eye for color
Clause 4 T4
use the lotion
Clause 5 T5
R4 to smooth … around the eyes and then the serum
R5 to help reveal thicker, fuller lashes
Universitas Sumatera Utara
Clause 6 T6
Now you’re R6 ready to create a dramatic eye
Clause 7 T7
–
u
se
Clause 8 T8
R7 a black liquid … natural crease Then add
Clause 9 T9
R8 two coats of mascara Finish the look
Clause 10 T10
R9 with a dap of cream lush… sunlight See more ways
R10 to get gorgeous at Olay.com
This text varies the Zigzag Pattern and the Multiple-Rheme patterns to structure its information. The zigzag pattern is used in the first Rheme “summertime look” connected to
the second Theme pronoun “it”. The Multiple-Rheme pattern is used in the clause 4 and 5. The Thematic element “use the lotion” and “and then the serum” comes from the preceding
Rheme “prepping eye for color”. The Multiple-Rheme pattern also used to build Clause 6 to Clause 10. The element of Rheme in Clause 6 to create a dramatic eye is used to build the
next Themes, “use”, then add”, and ”finish”. The final clause is the foot of the advertisement which is not cohesively connected to the preceding Thematic elements.
3.
Text
3: CLINIQUE
Yes, now you can wear nail enamel. Even with your sensitive skin. Some people find nails enamels irritating- not just on their hand, but all around their eyes.
So we created new A Different Nail Enamel for sensitive skin. Formulated to help reduce the
chance eyes will itch, burn or tear with contract. The glossy colors are also very easy to the eyes.
R7
Universitas Sumatera Utara
This text is analyzed as below: Clause 1
T1 Yes now you R1can…nail enamel…sensitive skin
Clause 2 T2
Some people R2 find nail enamels irritating- …eyes
Clause 3 T3 So we
R3 created n
ew A Different Nail Enamel
for Clause 4
T4 sensitive skin
Formulated R4 to…will itch, burn or tear…
Clause 5 T5
contact The glossy colors
R5 are also very easy to the eyes
The information in this text is build by used Reiteration pattern and Multiple- Rheme pattern. The second Theme “some people ” comes from the pronoun “you” as
the first Theme. The Rheme elements “nail enamel” from the first clause is reiterated in the Rheme “nail enamels” in the Clause 2, and “A Different Nail Enamel”
in the Clause 3. The element of the first Rheme “sensitive skin” also develops the Rheme “irritating” in the Clause 2 and is reiterated in the Rheme in Clause 3 as well
as builds the element of Rheme in Clause 4 “eyes will itch, burn or tear with contact”. The Multiple-Rheme pattern is used to build the information of the product
found in Rheme of Clause 3 “A Different Nail Enamel”. It develops the Theme in Clause 4 “Formulated” as well as Clause 5 “The glossy colors”.
Universitas Sumatera Utara
4. Text
4:
MIRACLE WHIP
For a long time this mouth was slammed to Miracle Whip. Until finally it smeared on wheat, slapped on some turkey, and bam This yapper wouldn’t shut up about how something so
creamy could have such a tang to it. So, what’s your holdup? Keep an open mouth.
This text is analyzed as below: Clause 1
T1 For a long time → R1 this mouth was slammed
Whip to Miracle
Clause 2 T2 Until finally
→ R2 it smeared …, and bam
Clause 3 T3 This
yapper → R3 wouldn’t shut up
Clause 4 T4 So, what’s
→ R4 your holdup? about … it.
Clause 5 T5 Keep
→ R5 an open mouth.
The text above is entirely developed by using the Reiteration pattern. The first Theme “this mouth” is reiterated in the Theme of Clause 2 pronoun “it” which
also becomes the Theme of the Clause 3 by using word “yapper”. The Reiteration also appears in the Rheme that the element of the first Rheme “slammed” builds the
next Rheme in the Clause 2 “smeared on wheat, slapped on some turkey, and bam”, in the Clause 3 “wouldn’t shut up” and in the Clause 5 “open mouth”. In the Clause 4
there is a movement of the topic my using the word “So” to connect with the preceding Thematic elements.
Universitas Sumatera Utara
5. Text
5:
AVEENO
Create a future of healthy skin. Naturally beautiful skin begins with soy. In fact it helps to even tone and texture for more
radiant looking skin. Exclusive Active Naturals Total Formula is proven to improve: tone, texture, blotchiness,
dullness, and brown spots
This text above is analyzed as below: Clause 1
T1 Create R1 a future of
Clause 2 T2 …
healthy skin. beautiful skin
R2 begins with soy Clause 3
T3 In fact .
it Clause 4
T4 R3 helps … radiant looking skin.
Exclusive…Formula R4 is proven to improve: tone,…spots
In this text, it can be seen that the Themes are built by using the Zigzag pattern and Reiteration pattern. In the beginning of the advertisement, the first
Rheme “healthy skin” is uses to introduce the new information in Theme of Clause 2 “beautiful skin”. Next, the Rheme in clause 2 “soy” is represented as Theme in the
Clause 3 by using the pronoun “it”. After that, the Reiteration pattern is used to built the Theme of Clause 4 “Exclusive Active Naturals Total Formula” which refers to “it”
in the previous Theme.
Universitas Sumatera Utara
6. Text
6:
GERBER
The Gerber Generation has a firm grasp on nutrition. Gerber Graduates Snacks -made with the goodness of whole grains. The nutrition and
feeding experts at Gerber. Gerber have created delicious snacks that aren’t just
nutritious but designed specifically to help your little one develop those essential feeding skills.
This text above is analyzed as below: Clause 1
T1 The Gerber Generation Clause 2
T2 R1 has.… nutrition.
Gerber Graduates Snacks Clause 3
T3 R2 -made with … grains
The nutrition … Gerber R3 have ... feeding skills.
In this advertisement, the Themes are developed by combining Reiteration pattern and Multiple-Rheme pattern. The first Theme “The Gerber Generation” is
reiterated as the element of Theme in the Clause 2 “Gerber Graduates Snacks”. The Theme on the Clause 3 “The nutrition and feeding experts at Gerber” is also built
from the preceding Theme.
7. Text
7:
BIOTRUE
Are your contacts calling it quits before your eyes do?
Switch to Biotrue contact lens solution and feel the difference.
Universitas Sumatera Utara
It’s the only contact lens solution that works like your eyes with the same pH and
lubricant they have naturally. And it helps keep contacts moist for up to 20 hours, so
wearing lenses is easier on your eyes. Try
Biotrue. Love it or your money back.
The text above can be analyzed as below: Clause 1
T1 Are your contacts Clause 2
T2 Switch to R2
R1 calling it quits before your eyes do? Biotrue contact lens solution
feel the difference. and
Clause 3 T3 It
Clause 4 T6 And
’s R3 the only … naturally.
it Clause 5
T5 Try R5
R4helps keep … your eyes. Biotrue
Clause6 T6 Love
. it
R6 or your money back.
In this advertisement, the Themes are developed by combining Zig-Zag pattern and Reiteration pattern. The element of the first Theme “contacts” is built as
the element of Rheme 2 “Biotrue contact lens solution”. The Theme on the Clause 3 “it” comes from the preceding Rheme 2, “Biotrue contact lens solution”. The
reiteration is used The Theme 4 “it” that comes from element of Theme 3, “it” which refers to Biotrue contact lens solution. The Zigzag pattern is again used to Built the
Theme 6, “it” that comes from the Rheme 5 “Biotrue”.
Universitas Sumatera Utara
8. Text
8:
OUTSHINE
America’s favorite fruit bar has a fresh new outlook. The Dreyer’s Fruits Bar you know and love are now called Outshine bars. Still made with
real fruit or fruit juice and fat free. Now with Outshine bars you can experience 24 deliciously refreshing ways to make every day a light brighter to make every day a little
brighter.
The text is analyzed as below: Clause 1
T1 America’s favorite fruit bar Clause 2
T2 R1 has a fresh new outlook.
The Dreyer’s Fruits Bar Clause 3
T3 Now with R2 you know… fat free.
Outshine bars R3 you can ….brighter.
This advertisement is wholly built by using Reiteration pattern. The first Theme which is the name of the product, “America’s favorite fruit bar”, is
reiterated become the Theme 2 “The Dreyer’s Fruits Bar”. The element of Theme 3 “Out Shine bar” comes from the preceding Theme 2.
9. Text
9:
OVARIAN
Would you recognize ovarian cancer? Kell, Ripa and QVC Program Host Lisa Robertson know that ovarian cancer often disguises
itself as other illness. Help them raise awareness .Shop QVC presents Super Saturday Liveto
Universitas Sumatera Utara
benefit Ovarian cancer research fund. You will get designer goods at half the manufacturer’s’ suggested retail price. OCRF will get net proceeds.
And we’ll all help get the word out.
The text above can be analyzed as below: lause 1
T1 Would you Clause 2
T2 R1 recognize ovarian cancer?
Kell … Robertson Clause 3
T3 Help R2 know that ovarian … illness.
them Clause 4
T4 R3 raise awareness.
Shop QVC Clause 5
T5 R4 presents Super … research fund.
You Clause 6
T6 R5 will get … retail price.
OCRF Clause 7
T7 And R6 will get net proceeds.
we’ll R7 all help get the word out.
The text above is built by using Reiteration pattern. The same elements that reiterated are “you” T1, “
Kell, Ripa and QVC Program Host Lisa Robertson
”T2, “them” T3, “Shop QCV ” T4, “you”T5, “OCRF” T6, and “We”T7. The
conclusion that they are some elements comes from the Theme 7 “We” which brings the understanding that T1, T2, T3, T4, T5, T6 and T7 are equal.
Universitas Sumatera Utara
10. Text
10:
ORE IDA
If it’s not called Tater Tots, it’s just another Imi-Tater. Ore-Ida Tater Tots. The original and only, since 1954.
The kids from the Justice for Potatoes League want you to know there’s only one that can be called “Tater Tots”- and that’s Ore Ida. Always crispy, golden and delicious.
Learn more about the league at facebook.comoreidapotatoes.
The text above can be analyzed as below:
Clause 1 T1 If it’s not called Tater Tots
Clause 2 T2
,
→
R1 it’s just another Imi-Tater.
Ore-Ida Tater Tots
Clause3 T3
. ,
→
R2 The original … since 1954.
The …Potatoes League ,
→
R3 want you …. “
Clause 4 T4 and
Tater Tots”-
that’
Clause 5 T5 Learn more
,
→
R5 about the league at s
,
→
R4 Ore Ida.
facebook.comoreidapotatoes.
This text is built by using Reiteration Pattern and Zig-Zag Pattern. The Reiteration Pattern is used to built the Theme in clause 2 and in clause 3. The elemed
which is reiterated is the name of the product “Tatter Tots”. The Ziz-zag pattern is used in Clause 4 to built the Theme 4. The element of Rheme 3,”Tater Tots” is used
to built the next Theme 4‘that’.
Universitas Sumatera Utara
11. Text
11:
BANANA BOAT PROTECT AND HYDRATE
Friends with benefits. Banana Boat Protect and Hydrate. The Only 2 in 1 sunscreen.
Banana Boat Protect and Hydrate provides all-day moisture with broad spectrum UVAUVB protection \and aloe vera. And it stays on in 7condition. Whether in the sun, sand,
sweat, wind, ocean or pool water- even 100 ᴼ heat. So, like any good friend, we’ve got you
covered. Available at ‘TARGET’.
The text above can be analyzed as below:
Clause 1 T1Banana … Hydrate
Clause 2 T2 And
,
→
R1 provides… aloe vera.
it ,
→
R2 stays on in 7condition.
Clause 3 R3 Whether
Clause 4 T3 So…
in the sun, sand, sweat, wind, ocean or pool water- even 100
ᴼ heat.
we Clause 5
Available at ‘TARGET’. ,
→
R4 got you covered
This text is developed by using the Reiteration pattern. The Theme1, “Banana Boat Protect and Hydrate” is reiterated in Theme 2 with the pronoun “it”. The
element of the Theme 4, “we” comes from the elementof Theme 2 “it” which refers
Universitas Sumatera Utara
to “Banana Boat Protect and Hydrat”. Clause 3 is considered as Rheme because it is an Ellipsis Clause which Theme does not occurs. However, Rheme 3 comes from the
element of Rheme 2 “7 conditions” which refers to “Whether in the sun, sand, sweat, wind, ocean or pool water- even 100
ᴼ heat”.
12. Text
12:
A.1. STEAK SAUCE
Life is too short to live with A.2. A.1. For life
There are those who settle. Who compromise. Who constantly wonder what it would be to do bold things. Like ask for steak sauce in a fancy restaurant, or scuba dive. You are not those
people. You ’re not even a group of people. You’ re one spectacular person. You sir, or madam, have always understood what it means to live A.1. To live with gusto. To
sauce the shrimp of live. To live with sizzle and tangy goodness. You were the one. Who carried a bottle of sauce in your briefcase ‘just in case’. You were
the one who experimented with us on eggs and hamburgers. And you were the one who staged a revolt in a crowded restaurant, just because they didn’t carry your beloved sauce.
You have always been true to your passion. You like what you like. And we love you for it. So go on. Keep living an A.1, life. Keep pursuing your dreams, and later, eating them. We ’ll
be here. At the ready, waiting for you to screw the cap off your ever-loving awesomeness. There are other saucing pioneers just like you at facebook.comaisteaksauce. Join them to
share stories secrets with the only people on the Earth who truly understand you.
The text above can be analyzed as below:
Universitas Sumatera Utara
Clause1 T1 Life
R1 is too short to live with Clause 2
T2 A.2.
A.1. Clause 3
T3 R2 For life
There Clause 4
T4 R3 are those who settle.
Who Clause 5
T5 R4 compromise.
Who ....wonder R5 what it would be to do bold things
Clause 6 T6
. Like ask for steak sauce
Clause 7 T7
R6 in a fancy restaurant, or scuba dive. You
Clause 8 T8
R7 are not those people You
Clause 9 T9
R8 ’re not even a group of people. You’
Clause 10 T10
R9 re one spectacular person. You sir, or madam,
R10have ... Clause 11
T11 what it means to live A.1.
To live with gusto Clause 12
T12 .
Clause 13 T13
To sauce the shrimp of live.
Clause 14 T14 You
R14 were To live
with sizzle and tangy goodness.
Clause 15 T15
the one Who
Clause 16 T16
R15 carried ... ‘just in case’. You
Clause 17 T17
R16 were ... and hamburgers. And you
R17 were Clause 18
T18 the one
Who staged R18 a revolt ... sauce.
Universitas Sumatera Utara
Clause 19 T19 You
Clause 20 T20
R19 have ...passion. You
Clause 21 T21 And
R20 like what you like. we
R21love you Clause 22
T22 So for it.
go on Clause 23
T23 .
Keep Clause 24
T24 R23living an A.1, life.
Keep Clause 25
T25 R24pursuing ... them.
We’ll R25be here.
Clause 26 T26
At the ready. Waiting
Clause 27 T27
R26for you ... awesomeness. There ... pioneers
Clause 28 T28 Join
R27just ... facebook.comaisteaksauce. them
Clause 29 T29
R28to share stories secrets With the ... Earth
R29 who truly understand you.
In the text above is apllied the Zig –zag patter, the reiteration pattern and the Multiple-Rheme Patttern. The Zig-zag Pattern is used in developing the Theme 2 A.1
which comes from the Rhmeme 1 A.2 it is alrevious Rheme so used to bulit the Theme in clause 6 “Like ask for steak sauce” which comes from the Rheme 5 bold
things’ The next Theme which is built by the Zigzag pattern is the clause 26 “waiting” that comes from the p 25 “at the ready”.
The Reiteration Pattern is used in building the Theme 4 “who” and Theme 5 “who constantly wonder” which comes from the previous Theme 3 “There”. Theme
Universitas Sumatera Utara
7 “you” is reitered in Theme 8, Theme 9, Theme 10, Theme 14. Theme 15 “who” comes from the Rheme 14, “the one”. This element is reitered being “you” in Theme
16 and 17. Theme 18 “who staged” come from Rheme 17 “the one” and is reiterated in Theme 19 “you” which again occurs becomes the element of Theme 20 “you” and
Theme 21 “we”. After that Theme 22 “go on” becomes the element of the next Theme “keep” in Clause 23 and Clause 24. The element of Theme 27 “there are
other saucing pioneers” is reiterarted become the word “theme” un the element of Theme 28 and “the only people on the Earth” in Theme 29.
The Multiple Rheme Pattern is used to bulilt the Theme 11 “To live with gusto.”, Theme 12 “To sauce the shrimp of live.”, and Theme 13 “To live with sizzle
and tangy goodness.” which comes from the element of Rheme 10 “what it means to live A.1.”
Universitas Sumatera Utara
4.5 Findings
Kategori