A STUDY ON THE LANGUAGE USED IN ADVERTISEMENTS IN THE JAKARTA POST A THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education
A STUDY ON THE LANGUAGE USED IN ADVERTISEMENTS
IN THE JAKARTA POST A THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education
By Rufina Andang Paskaningsih Student Number: 061214024
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2010
A STUDY ON THE LANGUAGE USED IN ADVERTISEMENTS
IN THE JAKARTA POST A THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education
By Rufina Andang Paskaningsih Student Number: 061214024
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2010
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It does not matter how slowly you go so long as you do not stop. Confucius Philosopher (551 BC – 479 BC)
Dedicated to my beloved parents: ... Bapak Michael Sugita and Ibu Bernadeta Sarjinem ...
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STATEMENT OF WORK’S ORIGINALITY
I honestly declare that this thesis, which I have written, does not contain the work or parts of the work of other people, except those cited in the quotations and the references, as a scientific paper should.
Yogyakarta, December 3, 2010 The Writer
Rufina Andang Paskaningsih 061214024 v
LEMBAR PERNYATAAN PERSETUJUAN
PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Rufina Andang Paskaningsih Nomor Mahasiswa : 061214024 Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaanan Universitas Sanata Dharma karya ilmiah saya yang berjudul:
A STUDY ON THE LANGUAGE USED IN ADVERTISEMENTS
IN THE JAKARTA POST
Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di internet atau media lain untuk kepentingan akademis tanpa perlu meminta ijin dari saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis.
Demikian pernyataan ini saya buat dengan sebenarnya. Dibuat di Yogyakarta, Pada tanggal: 3 Desember 2010 Yang menyatakan Rufina Andang Paskaningsih vi
ABSTRACT
Paskaningsih, Rufina Andang. 2010. A Study on the Language Used in the
Advertisements in The Jakarta Post . Yogyakarta: Sanata Dharma University.
Communication is a process to deliver a message through a medium in order to make a change in people’s behavior. Communication process occurs in advertising. Since it promotes a product and persuades people to purchase the product, advertising is considered as a commercial communication. This research aimed at analyzing the English language used in the advertisements in The
Jakarta Post
. In general, the researcher wanted to know how English was used in the advertisements. There were two questions that would be answered through this research. They were: 1) How is the English language used in the advertisements in
The Jakarta Post
?; 2) What are the possible reasons for the use of such language in the advertisements in The Jakarta Post? Qualitative research was the method that was used in this research. The advertisements taken as the data were limited only to the ones sized 2 columns x
100mm. They were taken from the advertising pages named Clads. The researcher was the instrument employed in carrying out the research. The researcher collected seven editions of The Jakarta Post and sorted out the advertisements with the required size. In order to answer the first question as well as to analyze the data, the researcher has conducted several steps that were proposed by Creswell (1998) as cited by Leedy and Ormrod (2005: 151). They were: 1) organizing the data, 2) perusing the data, 3) identifying the data, and 4) synthesizing. To answer the second question, the researcher conducted a library study to gain enough understanding of the problem to interpret the possible reasons of the existing phenomenon.
In analyzing the data, the researcher focused on the texts employing English language. The texts, then, were broken down into elements they belonged. The researcher found that the texts were richly used in the four format elements. They were the headlines, subheads, body copy, and slogans. Next, the researcher focused on analyzing the features in each format element.
The researcher has identified that there were many variations in using the English language in the advertisements taken from The Jakarta Post. These variations mostly occurred in the choice of words, words combinations, pronouns, and type of texts. The researcher has identified two possible reasons of the existence of the variations as well. The first reason is the nature of advertising as something persuasive and commercial. The second is the ability of the advertising world to adapt to the always changing environment of both media and customers.
Additionally, advertisements in The Jakarta Post could be one of the authentic material sources to be used in English teaching and learning process. They provided the examples on how English was used in the society as a means of communication.
Keywords: advertisement, advertising language vii
ABSTRAK
Paskaningsih, Rufina Andang. 2010. A Study on the Language Used in the
Advertisements in The Jakarta Post . Yogyakarta: Universitas Sanata Dharma.
Komunikasi adalah sebuah proses penyampaian pesan melalui sebuah medium yang bertujuan untuk mempengaruhi perilaku seseorang. Proses komunikasi tersebut terjadi dalam periklanan. Iklan adalah sebuah bentuk komunikasi komersial yang bertujuan untuk mempromosikan sebuah produk dan mempengaruhi masyarakat untuk membeli produk tersebut. Penelitian ini bertujuan untuk menganalisis pemakaian Bahasa Inggris dalam iklan yang dimuat dalam koran The Jakarta Post. Secara umum, peneliti ingin mengetahui bagaimana Bahasa Inggris dipakai dalam iklan-iklan tersebut. Terdapat dua pertanyaan yang akan dijawab dalam penelitian ini, yaitu: 1) Bagaimanakah Bahasa Inggris dipakai dalam iklan yang dimuat di koran The Jakarta Post?; 2) Apa sajakah yang mungkin menjadi alasan penggunaan Bahasa Inggris dalam iklan-iklan tersebut?
Penelitian ini menggunakan metode kualitatif. Iklan yang diambil sebagai data dalam penelitian ini adalah iklan yang berukuran 2 kolom x 100mm. Iklan- iklan ini diambil dari kolom khusus iklan bernama Clads. Dalam hal ini, peneliti berperan sebagai intrumen yang digunakan dalam proses pengambilan data. Peneliti mengumpulkan tujuh edisi The Jakarta Post dan menentukan iklan-iklan yang akan diambil sebagai data. Untuk menjawab pertanyaan pertama, peneliti telah menerapkan beberapa langkah yang diperkenalkan oleh Cresswell (1998) sebagaimana dikutip oleh Leedy & Ormrod (2005: 151). Langkah-langkah tersebut adalah: 1) mengorganisir data, 2) mengkaji data, 3) mengidentifikasi data, dan 4) sintesis. Kemudian untuk menjawab pertanyaan kedua, peneliti telah melakukan studi pustaka untuk mendapatkan pemahaman yang mendalam yang akan digunakan untuk mengurai permasalahan yang ada.
Dalam menganalisis data, peneliti berfokus pada teks tertulis dalam iklan yang menggunakan Bahasa Inggris. Teks-teks yang terdapat dalam iklan tersebut kemudian dipecah menjadi elemen-elemen sesuai dengan fungsinya dalam iklan. Peneliti menemukan bahwa terdapat empat elemen yang banyak menggunakan teks-teks tersebut, yaitu: headlines, subheads, body copy, dan slogans. Dalam langkah selanjutnya, peneliti mengidentifikasi karakteristik dan penggunaan Bahasa Inggris dalam setiap kelompok elemen.
Peneliti menemukan bahwa terdapat berbagai macam variasi penggunaan Bahasa Inggris dalam iklan-iklan yang diambil sebagai data. Variasi-variasi ini banyak terdapat dalam pemilihan kosa kata, penyusunan kata, penggunaan kata ganti, dan jenis teks. Peneliti menyebutkan bahwa variasi-variasi penggunaan bahasa ini disebabkan oleh dua hal. Pertama, iklan merupakan suatu bentuk ajakan yang mempengaruhi masyarakat, sehingga bahasa yang digunakan dalam iklan tersebut harus mampu menimbulkan reaksi pada pembacanya. Kedua, iklan harus mampu menyesuaikan diri terhadap perubahan yang senantiasa terjadi di dalam media dan masyarakat. Peneliti berpendapat bahwa iklan yang terdapat dalam The viii
Jakarta Post
dapat digunakan sebagai salah satu materi autentik dalam proses pengajaran Bahasa Inggris. Iklan-iklan yang dimuat dalam The Jakarta Post dapat digunakan sebagai contoh penerapan dan penggunaan Bahasa Inggris di dalam media komunikasi.
Kata kunci: iklan, bahasa periklanan ix
ACKNOWLEDGEMENTS
I would like to praise Jesus Christ, the One I have put my trust on, for giving me so much love and strength that I could finally accomplish this wonderful project. I thank Him for lots of His invisible guidance through my beloved family, friends, boyfriend, and the people around me. All I could say is that I have given my best and God has done the rest. I also would like to express my gratitude to those who have supported me.
First, I would like to thank Made Frida Yulia, S.Pd., M.Pd., my sponsor, for her guidance and advice in the completion of my thesis. I am grateful to her for giving me the meaningful improvements for my thesis. I was always helped by her carefulness and kindness in checking my work.
Second, I also thank all the lecturers and the staff of English Language
Education Study Program for their participation in my “journey.” I thank them
for the knowledge and experiences they have shared. I believed that the knowledge and experiences will be so much useful for me in the future.
Third, my deepest gratitude goes to my beloved parents, Bapak Michael
Sugita and Ibu Bernadeta Sarjinem. Their love shines on me like the sun. Their
hopes and prayer are my strength to go through and do all I have to do. My sincere thanks also go to my sisters, Kristina Andang Wijayanti and Adriana
Andang Gitasari, and my brothers, Constantius Damar Wicaksono and
Nicholas Dian Wikananta. They have made a colorful rainbow in my life.x Fourth, I thank Stanislaus Risadi Apresian for so much love and affection he has given. I also thank him for the never-ending support and patience that he gives in my every single day. Finally, he and I could win the battle.
Fifth, I would like to appreciate all the precious moments I have shared with all my friends in PBI, especially for Eva Kristina, Elisabet Kurnia W.,
Rani Perwita Sari, Maria Heni Krisnasari a.k.a Sarce, Agatha Wikan Adhisti
and all my friends in 3G Group, my Play Performance group. I thank them for their never-ending support that keeps me strong to move on. This friendship will never end and the memories will remain.
Finally, I would like to express my gratitude to those whom I cannot mention here by name. I thank them for their direct and indirect participation so that I could accomplish this project.
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TABLE OF CONTENTS
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b. Advertising Media……………………………………………..
a. The Nature of Advertising……………………………………..
2. Advertising…………………………………………………….
1. Communication………………………………………………..
CHAPTER I. INTRODUCTION………………………………………… A. Research Background……………………………………………. B. Problem Formulation…………………………………………….. C. Problem Limitation………………………………………………. D. Research Objectives…………………………………………….. E. Research Benefits………………………………………………... F. Definition of Terms……………………………………………… CHAPTER II. REVIEW OF RELATED LITERATURE……………….. A. Theoretical Description…………………………………………...
ABSTRACT……………………………………………………………… ABSTRAK ………………………………………………………………... ACKNOWLEDGEMENTS……………………………………………… TABLE OF CONTENTS…………………............................................... LIST OF TABLES……………………………………………………….. LIST OF FIGURES……………………………………………………… i ii iv v vi vii viii x xii xv xvi
LEMBAR PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS .....................................................................
DEDICATION PAGE…………………………………………………… STATEMENT OF WORK’S ORIGINALITY ……………………….....
Page TITLE PAGE …………………………………………………………… APPROVAL PAGES…………………………………………………….
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c. The Types of Advertisements…………………………………
14 d. The Format of Advertisements………………………………..
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3. Advertising Language…………………………………………
18 4. Marketing Process and Advertising…………………………...
21 5. Writing Styles and Purposes…………………………………..
23 a. Description…………………………………………………….
23 b. Narration……………………………………………………….
23 c. Exposition……………………………………………………...
24 d. Persuasion……………………………………………………...
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e. Argumentation…………………………………………………
25 B. Theoretical Framework…………………………………………...
25 CHAPTER III. METHODOLOGY………………………………………
27 A. Research Method…………………………………………………
27 B. Research Subjects………………………………………………...
29 C. Research Instruments……………………………………………..
30 D. Data Gathering Technique………………………………………..
31 E. Data Analysis Techniques………………………………………..
32 F. Research Procedure……………………………………………….
33 CHAPTER IV. RESEARCH FINDINGS AND DISCUSSION…………
36 A. The Language of Advertising…………………………………….
36 1. The Analysis of the Language Used in the Advertisements…..
36 a. Organizing the Data…………………………………………...
37 b. Perusing the Data……………………………………………...
39 c. Identifying the Characteristics and Features of the Language...
41 2. Identifying the Possible Reasons of the Language Use……….
61 CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND SUGGESTIONS ………………………………………..…….................
64 A. Conclusions……………………………………………………….
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1. The Use of English Language in the Advertisements of The Jakarta Post Newspaper.............................................................
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2. The Possible Reasons of the Language Use in the Advertisements in The Jakarta Post Newspapers……………..
66 B. Implications………………………………………………………
66 C. Suggestions……………………………………………………….
67 REFERENCES……………………………………………………….......
69 APPENDICES Appendix 1: The List of the Advertisement’s Headlines ………………..
71 Appendix 2: Noun Phrase Headlines …………………………………….
72 Appendix 3: The List of the Advertisement’s Subheads ………………...
73 Appendix 4: The List of the Advertisement’s Body Copy……………….
74 Appendix 5: The List of the Advertisement’s Slogans …………………..
83 Appendix 6: Sample Advertisements from The Jakarta Post Newspapers............................................................................
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LIST OF TABLES
Table Page 4.1 The Advertisements Classification by the Products………………………..
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4.2 The Number of the Advertisements in Every Edition of The Jakarta Post Newspapers ……………………………………………………………....
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LIST OF FIGURES
Figure Page 2.1 Communication Diagram by Shannon & Weaver………………………….
9 2.2 Human Communication Process by Peter & Olsen………………………...
10 3.1 The Data Analysis Spiral by Cresswell………………………………….....
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CHAPTER I
INTRODUCTIONThis chapter contains six points that describe the researcher’s ideas and thoughts about the research. The six points that help the researcher describe the nature and content of the research are research background, problem formulation, problem limitation, research objectives, research benefits, and definition of terms.
A. Research Background
Littlejohn (2002: 3) mentions that “communication is one of the most pervasive, important, and complex aspects of human life.” People communicate with each other in their lives for various aims every day. They use symbols, signs and language to communicate their thoughts and feelings. Good communication will build good relationship in the society and vice versa. According to Hovland, Janis & Kelley (1953) as cited by Miller (2002: 3), “communication is the process by which an individual (the communicator) transmits stimuli (usually verbal) to modify the behavior of other individuals (the audience).” Miller (2002: 8) also mentions that “communication is a social activity that communication involves two people or more or communication can occur within one individual.” Additionally, Littlefield & Kirkpatrick (1970: 27) mention that “communication takes one of two forms; simple person-to-person communication or; mass communication between a person and a group (or organization) and vice versa.” Littlefield & Kirkpatrick (1970: 28) explain that “the purpose of mass
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communication is simply to change or to reinforce the attitudes of the many individuals and, if possible, to cause them to take action favorable to the communicator.”
Advertisement is a mass communication. It can be found everywhere in the streets, newspapers, magazines, television, radio in the form of written, oral or audio visual advertisements. Advertisements are made by the companies to communicate their products to the large group of people. The role of advertisements in the industrial and commercial society is very much important. It promotes messages or products to the wide range of society to gain further feedback toward what is being promoted. Littlefield & Kirkpatrick (1964: 28) mention that “advertisement is a commercial communication which has the basic function as the means to change a person’s attitude toward a subject or object.” Companies make advertisements and place them in the place where many people can see and watch their advertisements. Littlefield & Kirkpatrick (1964: 100) say that “advertising is mass communication of information intended to persuade buyers so as to maximize dollar profits.” The goal of all advertising is to influence and persuade the public to buy products or do an expected action from the company. Every advertisement has a message to convey. This message is conveyed through language. Goddard (2002: 5) mentions that the nature of advertising is as a form of discourse, as a system of language use whereby. Thus, it can be inferred that advertising uses language as the main weapon to deliver its message in the both oral and written forms.
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Burridge (2002: 10) says that humans are unique in their ability to use language. They use it to convey what is in their mind. They have the authority to choose what kind of language they want to use. English language has the standard form which is considered as the “correct” one in terms of grammar. It usually used in formal situation. The phenomenon happens between English language and advertising is that the language used in the advertisement sometimes ignores the standard forms in terms of the grammatical rules. An advertisement has to be able to attract people’s attention. The copywriters as the ones who create the advertisements intentionally do that for the sake of the advertisement’s goal. Copywriters have to create such eye-catching expressions that are able to attract the people’s attention. The message conveyed in advertisements should be clear, brief and straight to the point. Sheperd (1994) explains that copywriters consider themselves as word mechanics-skilled professionals with a fondness for words.
Through these people English language has evolved. In addition, it is said by Stansfield (1969: 355) as cited by Sheperd (1994) that copywriters must be imaginative, and still, their writing must be succinct and eye-catching. Sheperd (1994) also adds that copywriters are good writers, even though some of their vocabulary and structures may be somewhat unconventional. He (1994) concludes that if their copy is grammatically perfect but lacks fire and vitality, readers will not be interested. The readers must find something attractive in the advertisement.
As a result, advertisement is allowed to use special features and language. It is expected that the use of the special features will lead the advertisement to reach its goal, which is to persuade the people. Some advertisements, for example,
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often employ English language without paying attention to the grammatical rules.
The researcher is interested in the existence of these features and special language within the advertisement. Therefore, this research is going to analyze the advertising language in the advertisements published in The Jakarta Post issued on April 11, 2010 - April 17, 2010. The research is intended to see the variation of English language use in print advertising.
B. Problem Formulation
There are two problems that are going to be discussed in this research. The problems are formulated as follows.
1. How is the English language used in the advertisements in The Jakarta Post?
2. What are the possible reasons for the use of such language in the advertisements in The Jakarta Post?
C. Problem Limitation
This research is going to analyze the English language that is used in the advertisements taken from The Jakarta Post. The sample advertisements were taken from the editions issued on April 11, 2010 - April 17, 2010. The advertisements taken as the samples are the ones with certain size which are published in the advertisements pages in The Jakarta Post named Clads. They are 2 columns x 100 mm advertisements (about 105 mm x 100 mm in size). The advertisements possess the size that allows people to pay more attention to the advertisements. The bigger the advertisements, the more people will notice them.
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Thus, the elements used to create these advertisements should be able to catch the attention of the readers both visually and verbally. In this research, the discussion is limited only to the English language used and the possible reasons of the language use in the advertisements taken as the data.
D. Research Objectives
The objectives of the research are to answer the questions stated in the problem formulation. This study aims to: 1. analyze the language use in the advertisements in The Jakarta Post 2. identify the possible reasons for the language use in the advertisements in The
Jakarta Post
E. Research Benefits
The benefits of this research are specified for two groups; they are English language learners and the other researchers of English language. The benefits for English language learners are formulated as follows.
1. The learners of English will have the broader knowledge of the advertising language and perceive it as the language phenomenon happens in the society.
2. The learners will be able to use appropriate language in certain situation. If they want to make an advertisement, they know how to use the English language into it.
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The benefit for other researchers of English language is that the research could be the reference to conduct similar research and the source for reading and broadening the view about English language especially in the linguistics fields.
F. Definitions of Terms
1. Advertising Bovee & Arens (1986: 5) state that “advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.” Goddard (2002: 5) defines advertising as the act of communication.
Printed advertisements found in newspaper are the means of communication between companies and readers. The researcher employed some advertisements published in certain newspaper as the research subject. This research analyzed how English language was used to communicate the message in the advertisements.
2. Advertisement Goddard (2002: 9) points out that the terms ‘advertisement’ and ‘advertising’ have, at their root a Latin word, ‘advertere’, meaning ‘turn toward’.
White (1988: 2) explains that “advertisement is any piece of material produced by a company and it is all part of the way in which a company presents itself to the public and calls attention to what has to sell.” This study analyzed the language in the printed advertisements that were published in The Jakarta Post. The advertisements were written in English and they advertised various products, such
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as apartments, restaurants, furniture, hospital, and other services. The sample advertisements were limited only to which were sized 2 columns x 100 mm and were published on April 11, 2010 - April 17, 2010. These advertisements were taken from the advertising pages named Clads.
3. The Jakarta Post
The Jakarta Post is a local daily English written newspaper that is
published in Indonesia. There are about 50-60 local editors and reporters, nine foreign language staff (copy editors) and about 20 supporting staff. English language maybe its primary medium, but The Jakarta Post is a truly Indonesian media. It serves news both within and outside the country. Although it is written in English, the newspaper is addressed to the local readers. The editorial mission is to create a humane civil society (Careers in Journalism Seminar, Friday, October 16, 2009). The newspaper is selected as the source of the data since it employs English as the main language. It contains advertisements that are also written in English. They are placed in advertising pages named Clads. These advertisements, then, are used as the subject of the research.
CHAPTER II REVIEW OF RELATED LITERATURE This chapter is divided into two main parts namely theoretical description
and theoretical framework. Theoretical description presents the theories related to this research. Meanwhile, the theoretical framework explains procedures organized to accomplish this study.
A. Theoretical Description
In order to obtain good understanding of advertising language, this theoretical description is presented. This section consists of the discussion about communication, advertising, and the advertising language.
1. Communication
The researcher presents some definitions of communication from some scholars and linguists. “Communication is any means by which one person or creature brings about a change in the knowledge or behavior of another person or creature. Communication is part of the behavior of living together; it is part of social behavior (Purba, n.d).” Littlejohn (2002: 3) mentions that “communication is one of the most pervasive, important, and complex aspects of human life.” Both definitions give the idea that communication is done by everyone every day in his life. According to Hovland, Janis & Kelley (1953) as cited by Miller (2002: 3), “communication is the process by which an individual (the communicator) transmits stimuli (usually verbal) to modify the behavior of other individuals (the
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audience).” Miller (2002: 8) also mentions that “communication is a social activity that communication involves two people or more or communication can occur within one individual.” Thus, it can be concluded that communication is our everyday action to convey some information to people around us. The information is created for various intentions such as to persuade, to ask, to invite, or to inform. Shannon and Weaver (1949: 98) as cited by Severin & Tankard (2007: 57) explain communication process through a communication diagram as it is shown in Figure 2.1.
information destination
source transmitter receiver
transmitted received
message signal signal message
noise
Figure 2.1: Communication Diagram by Shannon and Weaver (in Severin &
Tankard, 2007: 57)
Communication process could be interpreted in various ways. Arens (2006: 8) adds that all the process takes place in an environment characterized by noise – the distracting cacophony of many other messages being sent at the same time by other source. Peter and Olsen (1994: 184) as cited by Arens (2006: 9)
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mention similar thing about communication process through a brief explanation and a diagram shown in Figure 2.2.
The process begins when one party, called the source, formulates an idea,
encodes it as a message, and sends it via some channel to another party,
called the receiver. The receiver must decode the message in order to understand it. To respond, the receiver formulates a new idea, encodes it, and then sends the new message back through some channel. A message that acknowledges or responds to the original message constitute
feedback, which also affects the encoding of a new message.
“Most often, the purpose of communication is that the creature receiving the message does something; the message has an effect on the behavior of the creature receiving it. When this happens, the message is a stimulus and the behavior of the other creature is a response to this stimulus (Purba, n.d).” As it is stated before, communication is always done without no intention. The main purpose of human communication, then, is to obtain the expected behavior from the one whom they communicate with.
noise
Source Encoding Message Channel Decoding Receiver
noise
Figure 2.2: Human Communication Process by Peter & Olsen (in Arens, 2006: 9)
Taylor, Meyer, Rosegrant & Samples (1986: 22) classify types of communication into four. The first one is intrapersonal communication. In intrapersonal communication, the received stimuli are internal, for example: a
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person hears him/herself speak or feels him/herself move. The second is interpersonal communication. It occurs when a person communicates directly with another person in a one-to-one relationship. The third is called public communication. It takes place in situations where many people receive messages largely from one source, for example: a movie, a TV and political speech. The last type is mass communication. It is also public communication that is transmitted electronically or mechanically such as via television, a radio, and a newspaper. In addition to mass communication, Littlefield & Kirkpatrick (1970: 28) state that “the purpose of mass communication is simply to change or to reinforce the attitudes of the many individuals and, if possible, to cause them to take action favorable to the communicator.”
2. Advertising
a. The Nature of Advertising
“Advertising is the structured and composed communication of information, usually paid for and usually persuasive in nature, about products (goods, services and ideas) by identified sponsors through various media (Arens, 2006: 7).” Another linguist, Weilbacher (1984: 9), mentions that “advertising is a social tool that encourages public support of various governmental and other non- profit institutions by conveying accurate and compelling information to consumers about the needs and goals of these institution and entities.” Thus, it can be inferred from the two definitions that advertising can be both persuasive and informative.
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According to Bovee and Arens (1986: 8), there are five basic functions of advertisements. The first is to identify products and differentiate them from others. The second is to communicate information about a product, its features and its sale location. The third is to induce consumers to try new products and to suggest reuse. The fourth is to increase product usage. The fifth is to build brand preference and loyalty.
b. Advertising Media
Advertising is always delivered to the public through a medium. Arens (2006: 127) mentions “the medium that carries the advertiser’s message is the vital connection between the company that manufactures a product or offers a service and the customer who may wish to buy it.” Subsequently, he classifies advertising media into six major categories: print, electronic, digital interactive, out-of-home, direct mail, and other media. 1) Print Media
The term print media refers to any commercial published, printed medium
- such as newspaper and magazines - that sells advertising space to a variety of advertisers. Printed media also includes directories such as the Yellow Pages; school or church newspaper and yearbooks; and program used at sporting events and theatrical performances. 2) Electronic Media The electronic media of radio and television used to be called the broadcast media. With the advent of cable TV, many programs are now transmitted electronically through wires rather than broadcast through the air.
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3) Digital Interactive Media It allows the audience to participate actively and immediately. The internet for example, suddenly gives tiny companies with scant resources instant access to customers worldwide by creating marketplace in which they can swap advertising space on their own sites for space on others.
4) Out-of-Home Media The major categories of out-of-home media are outdoor advertising and transit advertising. Outdoor advertising includes billboard and transit advertising includes bus, taxi and subway advertising. Out-of-home media also include posters in the bus shelters and train stations, billboard in airport terminals, stadium scoreboards, flying banners and lights, skywriting, and kiosk posters. 5) Direct Mail
When companies mail or e-mail their advertising directly to the prospective customers without using one of the commercial media forms, it is called direct-mail advertising. The ad may be a simple sales letter, or it may be a complex package with coupons, brochures, samples, or other devices designed to stimulate a response. 6) Other Media
Technology has spawned a host of new advertising media that can confound even the most knowledgeable media planner and buyer. Advertising appears on videocassettes and computer disks. Computer dials telephones and deliver message by stimulating speech or playing a prerecorded message.
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Computer can also put callers on hold and play prerecorded sales messages until a customer service replies answers.
c. The Types of Advertisements
Based on the medium, Arens (2006: 15) classifies the types of advertising into five categories.
1) Print advertising: Newspaper, magazines. 2) Broadcast (electronic) advertising: Radio, TV. 3) Out-of-home advertising: Outdoor, transit. 4) Direct-mail advertising: Advertising sent through the Postal Service and by e- mail.
5) Interactive advertising: Internet, kiosks, etc.
Furthermore, Bovee and Arens (1986: 408) classify the advertisements in newspaper and magazine into four major classifications. They are display advertisements, classified advertisements, small display, public notice, and preprinted insert.
1) Display Advertisements Display advertisements appear in different sizes, from small boxes to one- paged advertisements. They have three main elements, such as headlines, body copies or texts, pictures or images, and typographies. There are local and national display advertisements. A common variation is the reading notice.
2) Classified Advertisements Classified advertisements do not have display. It has no special layout, headline, or image. It is arranged in small sizes and under general headings. The
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heading describes the class of goods or the needs to be offered, such as “Business for Sale”, “Help Wanted”. Classified advertisements consist of some commercial messages of articles, services and opportunities of every type that are related to the advertisers. The advertisers are not mainly big companies but mostly they are individuals. 3) Small Display