MULTIPLE INTERPRETATION IN LANGUAGE STYLE OF FACIAL SKIN CARE PRODUCT ADVERTISEMENTS BROADCASTED ON TELEVISIONS.

MULTIPLE INTERPRETATION IN LANGUAGE STYLE OF

FACIAL SKIN CARE PRODUCT ADVERTISEMENTS

BROADCASTED ON TELEVISIONS

A Thesis

Submitted to the English Applied Linguistic Study Program in Partial Fullfilment of the Requirments for the Dgree of

Magister Humaniora

by:

SITI ZULAICHA

Registration Number: 810111031

THE ENGLISH APPLIED LINGUISTICS PROGRAM

STATE UNIVERSITY OF MEDAN

UNIMED

2014

MULTIPLE INTERPRETATION IN LANGUAGE STYLE OF

FACIAL SKIN CARE PRODUCT ADVERTISEMENTS

BROADCASTED ON TELEVISIONS

A Thesis

Submitted to the English Applied Linguistic Study Program in Partial Fullfilment of the Requirments for the Dgree of

Magister Humaniora

by:

SITI ZULAICHA

Registration Number: 810111031

THE ENGLISH APPLIED LINGUISTICS PROGRAM

STATE UNIVERSITY OF MEDAN

UNIMED

2014

ABSTRACT

Siti Zulaicha, 8106111031, Multiple Interpretation in Language Style of Facial Skin Care Product Advertisements Broadcasted on Televisions, A Thesis, Postgraduate School,English Applied Linguistics, State University of Medan, 2013.

This study aims to describe the language style used in facial skin care product advertisements broadcasted on television. This study was conducted as descriptive qualitative research with content analysis. The data was collected by using recording technique, listen and write down technique and interview. In developing the validity of the data this research used triangulation technique. The result of study is found that there are seven types of language style used by the advertisers to violate the language advertisement they are hyperbole, rhetoric, association, mesodiplosis, anaphor, climax, and alliteration and the interpretation of television watchers’ to the language style used in facial skin care product advertisements broadcasted on television were that the language style used is very interesting and attractive that make them persuaded and interested to buy the product even though they have some consideration.

ABSTRACT

Siti Zulaicha, 8106111031, Multiple Interpretation in Language Style of Facial Skin Care Product Advertisements Broadcasted on Televisions, A Thesis, Postgraduate School,English Applied Linguistics, State University of Medan, 2013.

Penelitian ini bertujuan mendeskripsikan gaya bahasa yang dilanggar oleh para pembuat iklan dan interpretasi para penonton televisi terhadap gaya bahasa yang digunakan pada iklan produk perawatan kulit wajah yang ditayangkan di televisi. Jenis penelitian ini adalah deskripsi kualitatif dengan kajian konten analisis. Pengumpulan data dengan menggunakan teknik rekam, teknik simak dan catat dan interview. Dalam mengenbangkan validitas data, penelitian ini mengunakan tekni triangulasi. Hasil yang diperoleh dari penelitian ini bahwa terdapat tujuh jenis gaya bahasa yang digunakan oleh para pembuat iklan dan interpretasi penonton terhadap penggunaan gaya bahasa iklan produk perawatan kulit wajah yang ditayangkan di televise bahwa pengunaan bahasa pada iklan tersebut sangat menarik sehingga membujuk para penonton untuk membeli produk tersebut meskipun mereka mempunyai banyak pertimbangan.

ACKNOWLEDGEMENTS

.

As this thesis completed, firts of all the writer would like to express gratitude to Allah SWT for the oppourtunity and possibility for her to complete this thesis. And then her sincere appreciation to all those who have given her invalueable help, support, suggestions, motivation, encouragement and contribution to the successful completion of this thesis. In particular, she would like to thank the following people.

He would like to express her gratitude to her firts supervisor Prof. Dr. Lince Sihombing, M. Pd. And her second supervisor Dr. Syahron Lubis, M.A for their excellence advice and encouragement from the begining up to the end form of this thesis. She is also extremely grateful to head of English applied Linguistics, Prof. Dr.Busmin Gurningand secretary Dr. Sri MndaMurni, M.S for their support and role in developing her as a researcher will never be forgotten. All lecturers, for their valueable knowledge and intrustruction and librarians of the State University of Medan for leading some useful books and other sources that are neede in writing this thesis.

Her thankful to anonymous participant Prof.Dr. Busmin Gurning, M.Pd, Prof. Amrin Saragih, M.A, Ph.D, and Prof.Dr.BerlinSibarani, M. Pd. for their suggestions, critics, and advices. Without their excellent academic guidance and support this study would not have been possible.

Furthermore, special thanks to AhmadArifin and Satiyah M. Saleh for their prayer, support and encouragement when it was needed most. And very Special deep of gratitute directed to her beloved husband Syafrizal Hasbi, S.H, M.A whose unconditional support always be remembered.

Lastly, and foremost, I express my deepest gratitude to my other family members Aulul Imran, S.T, Siti Fudhailah, S. Pd.I, Alfi Syahrin, and Ummi Khairah for their help, prayer and motivation given to the writer and, and also indebted gratitute to her beloved daughter and sons Zaskia Cut Humaira, Faqih

Rayyan Muntaz and Faiq Rayyan Mumtaz for their loves and motivations during the writing of this thesis.

Finally, a special dept of gratitute is addresedto all her beloved best friend Yulia Warda, S.Pd.I, M.Hun, Efrini Panjaitan, S.Pd.I, M.Hum, Tuti Andriani, S.Pd, Zikra Rusyifa, S.Pd.I, Muhammad Ihsan, S. Kom, Evi Yusmiaty, S.Pd, Asniar Dhuha, S. Ag. for their close frienship and encouragement in finishing this thesis.

Medan, 14 September 2013 The writer,

Siti Zulaicha 8106111031

TABLE OF CONTENTS

Pages

ACKNOWNLEDGEMENT ... i

ABSTRACT ... iii

TABLE OF CONTENTS ... v

LIST OF TABLE ... vii

CHAPTER I: INTRODUCTION ... 1

1.1 Background of Study ... 1

1.2 Problem of Study ... 5

1.3 Objectives of Study ... 6

1.4 The Scope of Study ... 6

1.5 Significances of Study ... 7

CHAPTER II: REVIEW OF LITERATURE ... 9

2.1 Interpretation ... 9

2.1.1 Some Factors that Affecting Interpretation ... 13

2.1.2 Interpretation in language of advertisement ... 15

2.2 Language Style ... 18

2.2.1 Element of Language Style... 19

2.2.2 Types of Language Style ... 20

2.3 The Concept of Advertisement ... 27

2.3.1 The Function of Advertisement ... 28

2.3.2The Nature of Advertisement of Facial Skin CareProduct ... 31

2.3.3 Language Used in Television Advertisement ... 33

2.3.4 Elements of Language Advertisement ... 41

2.4 Ethics in language of Advertisement ... 43

2.5 Conceptual Framework ... 45

CHAPTER III: RESEARCH METHODOLOGY ... 47

3.1 Research Design ... 47

3.2 Source of Data ... 47

3.3 Technique of Data Collection ... 47

3.4 Instrument of Data Collection ... 51

3.5 Technique of Data analysis ... 51

CHAPTER VI: RESEARCH METHODOLOGY ... 56

4.1 Data and Data Analysis ... 56

4.1.1 The language Style use in Facial Skin Care Product Advertisement 57 4.1.2 Television Watchers’ Interpretation to the Language Style Used in Facial skin Care Product Advertisement ... 63

4.2 Findings ... 71

4.3 Discussion ... 72

CHAPTER V: CONCLUSIONS AND SUGGESTION ... 76

5.1 Conclusions ... 76

5.2 Suggestions ... 77

REFRENCES ... 78

LIST OF TABLE

3.1 Data of Cosmetic Product Advertisement as Main Corpus of Research ... 48 3.2 The data of the Informants that Derived Their Interpretation ... 49 4.1 Television watchers Interpretation on the use of language Style in Facial Skin Care Product Advertisement ... 64 4.2 Television Watchers’ Response on the language Style in FSKC Advertisement ... 67 4.3 Categories of Television Watchers’ Interest ... 69

CHAPTER I INTRODUCTION

1.1Background of Study

Advertising is a contemporary giant machine to form image or icon in a business world. It has necessarily been a supporting industry for capitalism that has bombarded audiences through various media such as magazines, newspaper, posters, store sign, calendar, catalogues, radios and television in order to influence them. The benefit of advertising as a presented of information is not extranous for many parties of people. It may include the provision of information about product marketers, whether it is the information about a new product or just to remind the consumers that the product is still circulating in the market and the information found in advertisimg can motivate the audiences to purchase a product especially through the exaggeration of emotion, whether it is positive or negative.

While many experts believe that advertising has important economic, social and political benefits, another issue arises when advertising also has its critics. The advertisers often use various misleading techniques to create superior image. One of them is through the employment of language.

Not only incorrect grammar rules and punctuation (hyphens, dashes, periods, exclamation point, dots, and quotation mark) rules are presented, but

false promises also found in language of advertisement such as “keeps you balanced” in beverage product, “restores youth” in a cosmetic product or “prevents cancer” in an oatmeal product. In other case, using uncomplete description of information also found in in some advertisings. Take a look on the advertisement of You C 1000 below:

“I believe healthy is wealth, what looks good from the outside, starts from the inside. I drink You C 1000 Vitamin Lemon and Vitamin Orange with 1000 mg of vitamin C to keep my immune system of healthy. You C 1000 Vitamin Lemon and Vitamin Orange. Healthy inside, Fresh outside.”

From the statement above, it is shown that the language used in advertisement has been made through a careful planning. The advertiser informs the audience only from the positive side and not from the negative one. It can be seen from the advertisement above. From the message, the audience understood that by consuming You C 1000 people be healthy and fresh because it is stated from the message. However, the advertiser does not mention that unused vitamin C is quickly excreted in the urine, large and prolonged doses can result in the formation of bladder and kidney stones, interference with the effect of blood-thinning drugs and the loss of calcium from bones.

Furthermore, one of cosmetics product OLAY whitening that manufactured for whitening skin which is used by Kajol Devgan as the model in exposure the advertisement on television. In this advertisement tell that Kajol’s skin much whiter and smoother after using this product. Visually, this advertising is very interesting because the figure of the women described by beautiful women. One of advertisers’ techniques to make their product salable in market is by giving

an exaggerated claim as the icon of products. With utilizing the psychology of women who have always considered themselves and her body is not perfect then the perfection of a woman in advertisement imaged because most women are not like the models in various facial skin care advertisements broadcasted on television, they were vying to buy these products with the hope that they could be like the model promised in an advertisement shown on television.

Many people have been unconsciously affected by the language creation in advertising, language that has been made through a careful plan. Since the plans include the observation of the target consumers, advertisers must be aware of consumers’ attitude, belief, likes and dislike habits, fears, want and desire. They attempt to use the trends in mass consumer behavior to affect changes in specific consumer behavior. So that a leading advertiser must find the best method representing their products or services and in the same time using the consumer’s behavior as a key to motivate, modify, or reinforce consumer’s perception, belief and attitude. Therefore, the advertisers must create conditions in which people act in a desirable way.

Furthermore, various advertisements broadcasted on television or print media make the adviser competitive in making good and attractive advertisement. They do all things to make the viewers persuaded and attracted with their performance. If the purpose of the advertisement is to sale out the product, so the advertisement should use the language as good as possible, one of them is through persuasive language. Meanwhile, language style is included as a part of persuasive language that used as the way in making creation in language advertising.

Language style becomes a part of the diction or choice of words which is discussed about the suitability word, phrase, or clause to deal with linguistic hierarchy, both at the level of word choice in individual, phrase, clause, sentence or discourse as a whole. Language style can be found in many advertisements, especially in television advertisements. As a part of diction or choice of words, language style often used by the advertisers to make the language in advertising attractive and persuasive through the use of hyperbole or exaggerate words with the purpose that the language persuades the viewers to buy the product. For the viewers who have not enough understanding about the language they will be persuaded and buy the product even though it is not necessary for them. But for who have understood with the use of language, in particularly the use of language style in advertisement, they will be more carefully in choosing the product. If they want buy the product they will take into account whether it is needed or not.

Shimp (2003) said that a group of interest can modify public intention and it can only be understood and executed by highly competent class or professionals derived from authorities who are clever enough to do logical reasoning. The theory clarifies the fact that only minor people aware that people work only for people who have real power called the business people.

Now a day, the most popular medium used for advertising is television. It is believed by business people that television is the most effective medium for advertising. Undoubtedly, it is because television uses both audio and visual to attract their audience. None denies that TV advertising is one of the efforts to persuade the viewers. Its audio visual power is effective to show demonstrative

message. The produced creation is a combination between developed technique and the reality. Slow but sure, viewers are feed by a bunch of message which comes along with repetition. Due to that reason, the success of TV advertising is based on how far they can apply persuasive communication to arouse viewers’ interest and desire. Definitely the persuasive technique is hoped to lead the viewers buy or use their products.

Based on the explanation above, this research attempts to study language performance- the way people use language related to its context of situation- in TV advertising broadcast. It also examines the way people use language to negotiate their role in society and to achieve their goal.

1.2Problem of Study

Based on the background, the problems of study are formulated as follows:

1. What are the language styles used in facial skin care product advertisements broadcasted on television?

2. What are television watchers’ interpretation to the language style used in facial skin care product advertisements broadcasted on television?

1.3Objectives of Study

The objectives of study are:

1. to find out the language style used in facial skin care product advertisements broadcasted on television.

2. to describe television watchers’ interpretation to the language style used in facial skin care product advertisement broadcasted on television.

1.4The Scope of the Study

The advertisement of facial skin care productsbroadcasted on television consists of pictures, text messages, and voice messages that are most important manifestation and clearly illustrate the themeof advertising. It is concluded that television is the most effective medium to broadcast advertising because television is a cheap medium which is used by many people. In this study, writer will focus only on the feature of the language even though the language analyzeappears from advertiment of facial skin care productsbroadcasted on all national television station is always accompanied with the moving picture, whereas the languageused in advertisement can be understood and respon by listener.

1.5Significance of Study

The findings of this research are expected to be useful or relevant theoretically and practically.

a. Theoretically

Theoretically, this research is expected to be useful for: 1) Academic society

It can be of some contribution to the development of the study of linguistics especially sociolinguistics. It is because language used in advertisement is one of sociolinguistic reflecting social realities.

2) For readers in general

The capitalistic point of view always sees a way to create an image in a product or service and the desire for more satisfaction. Advertisers always find a way to influence their audiences. One of them is through the excessive employment of emotional appeals, for example need for affiliation and psychological need. The research is hoped to rise up the readers’ awareness to make their buying decision mostly based on their own essential needs rather than simply attracted by emotional appeals on commercial advertising.

b. Practically

Meanwhile, practically this research is expected to be useful for advertisers, companies and TV station as the electronic media in order to inspire them to create good advertisements which educate audience and contain less deceptive message.

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusions

Based on data analysis and discussion, it is concluded that the language style and the television watchers’ interpretation towards the language used in facial skin care product advertisement broadcast on television as bellow:

1. There are seven types of language style used in facial skin care product advertisements, they are: hyperbola, rhetoric, association, mesodiplosis, anaphora, climax, and alliteration. Meanwhile, the use of anaphora language style is the more dominantly because anaphora is the language style that use repetition in the first line or the next sentence. In this case, the used anaphora is to pressure that the product promoted is good. And the use of repetition to make the words being remembered in the mind of society.

2. The viewers’ interpretation towards the language style and the performance

of the model in facial skin care product advertisement were that the language and the performance of the model are interested and attractive that can make the viewers persuaded.

3. The viewers’ responses towards the language style used and the performance

of the model included into three: first, they were interested to buy the product because of the use of language style in facial skin care product advertisement. Part of them were interested to buy the product with the performance of

model and the other part were interested with the use of language and the performance of model but didn’t buy the product because of various consideration

1.2Suggestions

Based on the conclusions above, the suggestion can be given to the:

a. Lecturers of teaching sociolinguistic, whereas the study of language style can be conducted and elaborated in research field.

b. For the students who want to study about sociolinguistic branch particularly about language style. It is hoped they can take benefit from discourse of advertisement both on television and in print media with the purpose to improve their knowledge about the development of language in society.

c. For the reader of advertisements, it is hoped to be carefully in choosing the product and think out with the use of language style in advertisement. d. For the advisers should not exaggerate the quality of the products

promoted if they do not as same as the original condition. Thus, the purposes of the ads not only make the product sold out in the market but also can give the society information about the usefulness of the products.

REFRENCES

Ade Nurdin, Yani Maryani, dan Mumu. 2004. Intisari Bahasa dan Sastra Indonesia untuk SMU. Bandung: CV. Pustaka Setia.

Basman, C. 2002. The Meaning of Interpretation .Journal and

Interpretation Research 7(1), 7-9.

Blumer, Herbert, 1986, “Symbolic Interactionism; Perspective, and

Method,” London: University of California Press Barkeley Los

Angeles.

Bovee, C. L. 1992. Contemporary Advertising (5th Ed). Illinois: Richard D. Irwin. Inc

Burnett, John. 2003. Core Concepts of Marketing(2nd Ed). Wiley & Sons, Canofl, Archie and Ann K. Buchholtz.2006.Busrness and Society; Ethics

and Stakeholder Management,6' edition, South –Western.

Darmadi Durianto, Sugiarto, Anton.W.Widajaj, Hendrawan.S.2003. Invasi

Pasar Dengan Iklan Yang Efektif, PT.Gramedia Pustaka Utama

Jakarta.

Dewi, Ratna A, Iklan dan Budaya Popular: Pembentukan Identitas Ideologis Kecantikan Perempuan oleh Iklan (Analisis Semiotoka

Iklan Cetak WRP Body Shape & Prolene)

( http://jurnal.uajy.ac.id/jik/files/2012/05/JIK-Vo2-No1-2005_4.pdf) Retrieved on 12 October 201.

Dirksen, C.J. and Arthur Kroeger. 1968. Advertising Principle and

Problems. Illinois: Richard D. Irwin. Inc

Fransisca Mulyono, Informasi Product Dalam Iklan dan Perlindungan

KonsumensIndonesia,(http://journal.unpar.ac.id/index.php/bina/arti

cle/download/205/176.

Gibson, dkk (1989).Organisasidan Manajemen Prilaku, Jakarta: penerbit Erlangga.

Hams, S. H. 1992. Environmental Interpretation; APractical Guide with

Big Ideas and Small Budgets. Colorado: Fulcrum Publisihing.

Harimurti, Kridalaksana. 2001. Kamus Linguistik. Jakarta: Gramedia Pustaka Utama.

Kempson, Ruth M. 1977. Semantics Theory. London: Cambridge University Press.

Krippendof, K. 2003. Content Analysis: an Introduction to Its

Methodology. London: Sage Publication.

Makmun, Riyanto, Etika Persaingan dalam Iklan, Ragam Jurnal Pengembangan Humainora vol 11 No. 3, Desember2011.(www.polines.ac.id/ragam/index_files/.../paper_ 7%20des_2011.pdf).Accessed on 24th Nopember 2012

Messaris, P. 2005. Visual Persuasion: “The Role of Image in

Advertising”http://www.ejeonline.ca/viewarticle.php?id=463&la

yout=html.Accessed on 30th May 2012.

Miles, M. Huberman, A.M 1984. Qualitative Data Analysis.Beverly Hills: California Sage Publication. In sibarani 2011.

Myers, G. 1994. Words in ads.London: Edward Arnoid

Robert C. Bogdan and Sari KnoppBiklen.Qualitative Research for

Education: an Introduction to Theory and Methods. Boston. Allyn

and Bacon.

Renaldi, Kasali, 1995, Manajemen Periklanan; Konsep dan Aplikasinya di

Indonesia, Jakarta: Pustaka Utama Grafiti.

Schutz, Alfred, 1967 The Phenomenology of The Social World, Evanston: Illinois Northwestern University Press.

Sumartono, 2002.Terperangkap Dalam Iklan.Bandung: CV Alfabeta, Sutopo, 2010, Wacana Kapitalis dalam Iklan Anak-Anak di Nedia TV dan

Persepsi Masyarakat Desa. Jurnal of Rural and development

Volume 1 No 1, February 2010.Retrieved on 12 October 2012. Terrence, A. Shimp, 2000, Periklanan dan Promosi. Jakarta: Penerbit

Erlangga.

“product” http://www.businessdictionary.com/definition/product.htlm

“The language Advertising” http://www.wikipedia.org/ Accessed on

December 12, 2012

“Advertisement Definition” http://www.wikipedia.org/ Accessed on

December 12, 2012.

“interpretation”http:/www.snh.org.uk/wwo/interpretation/pdf/planning accessed on November 10, 2013.

1.3Objectives of Study

The objectives of study are:

1. to find out the language style used in facial skin care product advertisements broadcasted on television.

2. to describe television watchers’ interpretation to the language style used in facial skin care product advertisement broadcasted on television.

1.4The Scope of the Study

The advertisement of facial skin care productsbroadcasted on television consists of pictures, text messages, and voice messages that are most important manifestation and clearly illustrate the themeof advertising. It is concluded that television is the most effective medium to broadcast advertising because television is a cheap medium which is used by many people. In this study, writer will focus only on the feature of the language even though the language analyzeappears from advertiment of facial skin care productsbroadcasted on all national television station is always accompanied with the moving picture, whereas the languageused in advertisement can be understood and respon by listener.

1.5Significance of Study

The findings of this research are expected to be useful or relevant theoretically and practically.

a. Theoretically

Theoretically, this research is expected to be useful for: 1) Academic society

It can be of some contribution to the development of the study of linguistics especially sociolinguistics. It is because language used in advertisement is one of sociolinguistic reflecting social realities.

2) For readers in general

The capitalistic point of view always sees a way to create an image in a product or service and the desire for more satisfaction. Advertisers always find a way to influence their audiences. One of them is through the excessive employment of emotional appeals, for example need for affiliation and psychological need. The research is hoped to rise up the readers’ awareness to make their buying decision mostly based on their own essential needs rather than simply attracted by emotional appeals on commercial advertising.

b. Practically

Meanwhile, practically this research is expected to be useful for advertisers, companies and TV station as the electronic media in order to inspire them to create good advertisements which educate audience and contain less deceptive message.

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusions

Based on data analysis and discussion, it is concluded that the language style and the television watchers’ interpretation towards the language used in facial skin care product advertisement broadcast on television as bellow:

1. There are seven types of language style used in facial skin care product advertisements, they are: hyperbola, rhetoric, association, mesodiplosis, anaphora, climax, and alliteration. Meanwhile, the use of anaphora language style is the more dominantly because anaphora is the language style that use repetition in the first line or the next sentence. In this case, the used anaphora is to pressure that the product promoted is good. And the use of repetition to make the words being remembered in the mind of society.

2. The viewers’ interpretation towards the language style and the performance of the model in facial skin care product advertisement were that the language and the performance of the model are interested and attractive that can make the viewers persuaded.

3. The viewers’ responses towards the language style used and the performance of the model included into three: first, they were interested to buy the product because of the use of language style in facial skin care product advertisement. Part of them were interested to buy the product with the performance of

model and the other part were interested with the use of language and the performance of model but didn’t buy the product because of various consideration

1.2Suggestions

Based on the conclusions above, the suggestion can be given to the:

a. Lecturers of teaching sociolinguistic, whereas the study of language style can be conducted and elaborated in research field.

b. For the students who want to study about sociolinguistic branch particularly about language style. It is hoped they can take benefit from discourse of advertisement both on television and in print media with the purpose to improve their knowledge about the development of language in society.

c. For the reader of advertisements, it is hoped to be carefully in choosing the product and think out with the use of language style in advertisement. d. For the advisers should not exaggerate the quality of the products

promoted if they do not as same as the original condition. Thus, the purposes of the ads not only make the product sold out in the market but also can give the society information about the usefulness of the products.

REFRENCES

Ade Nurdin, Yani Maryani, dan Mumu. 2004. Intisari Bahasa dan Sastra Indonesia untuk SMU. Bandung: CV. Pustaka Setia.

Basman, C. 2002. The Meaning of Interpretation .Journal and Interpretation Research 7(1), 7-9.

Blumer, Herbert, 1986, “Symbolic Interactionism; Perspective, and

Method,” London: University of California Press Barkeley Los Angeles.

Bovee, C. L. 1992. Contemporary Advertising (5th Ed). Illinois: Richard D. Irwin. Inc

Burnett, John. 2003. Core Concepts of Marketing(2nd Ed). Wiley & Sons, Canofl, Archie and Ann K. Buchholtz.2006.Busrness and Society; Ethics

and Stakeholder Management,6' edition, South –Western.

Darmadi Durianto, Sugiarto, Anton.W.Widajaj, Hendrawan.S.2003. Invasi Pasar Dengan Iklan Yang Efektif, PT.Gramedia Pustaka Utama Jakarta.

Dewi, Ratna A, Iklan dan Budaya Popular: Pembentukan Identitas Ideologis Kecantikan Perempuan oleh Iklan (Analisis Semiotoka

Iklan Cetak WRP Body Shape & Prolene)

(http://jurnal.uajy.ac.id/jik/files/2012/05/JIK-Vo2-No1-2005_4.pdf) Retrieved on 12 October 201.

Dirksen, C.J. and Arthur Kroeger. 1968. Advertising Principle and Problems. Illinois: Richard D. Irwin. Inc

Fransisca Mulyono, Informasi Product Dalam Iklan dan Perlindungan KonsumensIndonesia,(http://journal.unpar.ac.id/index.php/bina/arti cle/download/205/176.

Gibson, dkk (1989).Organisasidan Manajemen Prilaku, Jakarta: penerbit Erlangga.

Hams, S. H. 1992. Environmental Interpretation; APractical Guide with Big Ideas and Small Budgets. Colorado: Fulcrum Publisihing. Harimurti, Kridalaksana. 2001. Kamus Linguistik. Jakarta: Gramedia

Pustaka Utama.

Kempson, Ruth M. 1977. Semantics Theory. London: Cambridge University Press.

Krippendof, K. 2003. Content Analysis: an Introduction to Its Methodology. London: Sage Publication.

Makmun, Riyanto, Etika Persaingan dalam Iklan, Ragam Jurnal Pengembangan Humainora vol 11 No. 3, Desember2011.(www.polines.ac.id/ragam/index_files/.../paper_ 7%20des_2011.pdf).Accessed on 24th Nopember 2012

Messaris, P. 2005. Visual Persuasion: “The Role of Image in Advertising”http://www.ejeonline.ca/viewarticle.php?id=463&la yout=html.Accessed on 30th May 2012.

Miles, M. Huberman, A.M 1984. Qualitative Data Analysis.Beverly Hills: California Sage Publication. In sibarani 2011.

Myers, G. 1994. Words in ads.London: Edward Arnoid

Robert C. Bogdan and Sari KnoppBiklen.Qualitative Research for Education: an Introduction to Theory and Methods. Boston. Allyn and Bacon.

Renaldi, Kasali, 1995, Manajemen Periklanan; Konsep dan Aplikasinya di Indonesia, Jakarta: Pustaka Utama Grafiti.

Schutz, Alfred, 1967 The Phenomenology of The Social World, Evanston: Illinois Northwestern University Press.

Sumartono, 2002.Terperangkap Dalam Iklan.Bandung: CV Alfabeta, Sutopo, 2010, Wacana Kapitalis dalam Iklan Anak-Anak di Nedia TV dan

Persepsi Masyarakat Desa. Jurnal of Rural and development Volume 1 No 1, February 2010.Retrieved on 12 October 2012. Terrence, A. Shimp, 2000, Periklanan dan Promosi. Jakarta: Penerbit

Erlangga.

“product” http://www.businessdictionary.com/definition/product.htlm

“The language Advertising” http://www.wikipedia.org/ Accessed on

December 12, 2012

“Advertisement Definition” http://www.wikipedia.org/ Accessed on

December 12, 2012.

“interpretation”http:/www.snh.org.uk/wwo/interpretation/pdf/planning