Conclusions CONCLUSIONS AND RECOMMENDATIONS

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CHAPTER V CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the results and conclusions of the findings of this research based on the data analysis and the related studies. There are two parts of this chapter, namely conclusions and recommendations.

A. Conclusions

The first research question is what the language features of Kopiko advertisements in Indonesia and the Philippines are. Based on the data analysis, Kopiko advertisements rarely used various lexical cohesion in their commercial video’s texts. Repetition was mostly used, while other features such as synonymy and hyponymy were used less often. Collocation appeared to be used in half of Kopiko advertisements, but meronymy was not used at all. Similar to the lexical cohesion, Kopiko advertisements did not have all the features of grammatical cohesion. They used personal reference, demonstrative reference, additive conjunction, and ellipsis more often than the other features. Conjunction was rarely used in Kopiko advertisements, additive conjunction was used mostly, but adversative, causal, and temporal conjunction appeared less, and continuative conjunction was not found. Kopiko advertisements had also used information structure features in their videos. Most of them used statements, command sentence, present tense, and active voice. On the other hand, they rarely used question sentence, exclamation, and passive voice, and they did not have theme. 61 The analysis on the language features of Kopiko advertisements led to further analysis to compare them to find the answer to the second research question, which is what the similarities and differences between the advertisements in Indonesia and the Philippines are. The result was that there were various similarities and differences between the two countries’ advertisements. In several features, Indonesia’s Kopiko advertisements were more various, but in some other features of the Philippines’ Kopiko advertisements were more frequent to be used. There was no significant difference between them that clearly showed their distinctive culture and society background. Kotler and Armstrong 2012 stated that types of advertising based on its purpose could direct the consumer’s response, and that can be achieved by using the right language style in the advertisement. The purpose of advertising, whether to inform, persuade, or remind, influences the copywriting process of advertisement, which affects the language features to be used in headline or body copy or slogan. The analysis showed that Kopiko advertisement had various purposes, but that did not influence the copywriting greatly because most of them used monologue body copy without headline and slogan. In conclusion, Kopiko advertisement used various language features included in lexical cohesion, grammatical cohesion, and information structure to create attractive and interesting advertisements in an effective and meaningful way. The use of language features were influenced by the initial purpose of the advertisement and the type of copywriting intended. Kopiko advertisements in Indonesia and the Philippines had similar purposes and used similar strategy and 62 method in promoting their products, yet the process of creating the advertisements, which included using language features, were certainly different.

B. Recommendations