Identity building strategy in the English advertisements in Kompas Newspaper

IDENTITY-BUILDING STRATEGY IN THE ENGLISH ADVERTISEMENTS IN KOMPAS NEWSPAPER

A THESIS

Presented as a Partial Fulfillment of the Requirements to Obtain the Magister Humaniora (M.Hum.) Degree

in English Language Studies

by

Lelly Sepniwati 106332014

THE GRADUATE PROGRAM OF ENGLISH LANGUAGE STUDIES SANATA DHARMA UNIVERSITY

YOGYAKARTA 2014

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DEDICATION PAGE

My brethren, have not the faith of our Lord Jesus Christ, the Lord of glory,

with respect of persons.

For if there come unto your assembly a man with a gold ring, in goodly apparel, and there come in also a poor man in vile raiment; And ye have respect to him that weareth the gay clothing,

and say unto him, Sit thou here in a good place;

and say to the poor, Stand thou there, or sit here under my footstool: Are ye not then partial in yourselves,

and are become judges of evil thoughts? James 2:1-4 (KJV)

I dedicate this thesis to Jesus Christ, who always guides and loves me, and to my dear family, especially my late father, who is always in my heart.

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STATEMENT OF WORK ORIGINALITY

This is to certify that all ideas, phrases, sentences, unless otherwise stated, are the ideas, phrases, and sentences of the thesis writer. The writer understands the full

consequences including degree cancellation if she took somebody else’s ideas,

phrases, or sentences without proper references.

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LEMBAR PERNYATAAN PERSETUJUAN

PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma :

Nama : Lelly Sepniwati NIM : 106332014

Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul :

Identity-Building Strategy in the English Advertisements in Kompas Newspaper

beserta perangkat yang diperlukan (bila ada). 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 yang saya buat dengan sebenarnya. Dibuat di Yogyakarta

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ACKNOWLEDGEMENTS

Praise to Lord Almighty that I have completed this valuable academic journey. I am deeply grateful for His blessing and admonition in my life that have made me able to finish this thesis. I almost failed myself to bring this work into completion because of my weaknesses if not for His blessing and strength to overcome them.

I am deeply thankful for those who take their time, love, and guidance to support and encourage me in the completion of my thesis. My special gratitude goes to Dr. B. B. Dwijatmoko, MA, my thesis advisor, for his patience and kindness in giving me invaluable guidance and suggestion in the completion of this thesis. I would also like to thank the distinguished lecturers: Prof. Dr. Soepomo Poedjosoedarmo, Dr. Novita Dewi, M.S., M.A. (Hons), Dr. Fr. B. Alip, M. Pd., M. A., Drs. Barli Bram, M.Ed., Ph.D., Dr. J. Bismoko, Dr. Alb. Budi Susanto, S.J., Prof. Dr. Ch. Bakdi Sumanto, S.U., and Drs. F.X. Mukarto, M.S., Ph.D., for their guidance and willingness to share their valuable thoughts and experiences during my educational journey in Sanata Dharma University. I also express my sincere gratitude to Mbak Lely, Pak Mul, and all staff of Sanata Dharma University for their assistance in my study.

I also give my earnest gratitude to my kind and lovely friends and seniors in English Language Studies, especially Mbak Orpa, Mbak Anjar, Mbak Umi, Mbak Arin, Mbak Arina, Mbak Dame, Mbak Siska, Mas Septa, Mbak Rusdi, Devie, Mbak Tira, and Mas Dede, for my bright and colourful days in the past few years. I would

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also like to thank my dearest friends, Susva, Frisma, Desy, Nora, Kristian, Andre, Nisa, Yentli, and Muamar, for supporting and accompanying me in the precious moments of my life.

My deepest gratitude goes to my late father, Pdt. Drs. Yaphie Gaman, my beloved mother, Pdt. Awina Gaman, my elder sisters Leni, Yana, and Ani, my elder brother, Adi, and my big family. I am sincerely grateful for their pray, patience, love, encouragement, support, and admonition given to me to complete my study. Without their irreplaceable presence, I would not have the strength to follow this path.

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TABLE OF CONTENTS

TITLE PAGE ……… i

APPROVAL PAGE ……… ii

DEFENSE APPROVAL PAGE ………. iii

DEDICATION PAGE ……… iv

STATEMENT OF WORK ORIGINALITY ……….. v

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH…… vi

ACKNOWLEDGEMENTS ……… vii

TABLE OF CONTENTS ………... ix

LIST OF TABLES ………. xi

LIST OF CHARTS ……… xii

LIST OF APPENDICES ………... xiii

ABSTRACT ……….. xiv

ABSTRAK ……… xvi

CHAPTER I. INTRODUCTION ……….. 1

1.1 Background of the Study ….……… 1

1.2 Problem Formulation ……….. 7

1.3 Research Objectives ……… 7

1.4 Research Benefits ………... 8

CHAPTER II. LITERATURE REVIEW ………... 10

2.1 Advertisements .……….. 10

2.2 Printed Advertisements ……… 12

2.3 Language in Advertisements ………... 16

2.4 Identity-Building Strategy ………... 18

2.5 Discourse Analysis ……….. 20

2.6 Transitivity Processes ……….. 24

2.6.1 The Process and Participants ………. 25

2.6.1.1 Material clauses: processes of doing-and-happening………. 26

2.6.1.2 Mental clauses: processes of sensing ………. 29

2.6.1.3 Relational clauses: processes of being and having…………. 31

2.6.1.4 Behavioural clauses………. 36

1.6.1.5Verbal clauses………. 36

2.6.1.6 Existential clauses………... 37

2.6.2 Circumstances……….………... 37

2.7 Social Actor Representations …..………. 38

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

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2.7.1 Exclusion/Inclusion……….………...……. 40

2.7.2 Activation/Passivation………. 41

2.7.3 Personalization/Impersonalization……….. 42

2.8 Related Studies ………... 44

2.9 Theoretical Framework .………... 46

CHAPTER III. RESEARCH METHODOLOGY ………. 51

3.1 Type of the Study ..……….. 51

3.2 Source of the Data ....………... 52

3.3 Data Collection ………... 54

3.4 Data Presentation Technique ……….. 56

3.5 Data Analysis of the Study ……….. 57

3.6 Substantiation ….……… 59

CHAPTER IV. ANALYSIS RESULTS AND DISCUSSION …………... 63

4.1 The Transitivity Processes Analysis………. .……. 63

4.1.1 The Relational Process Analysis……… 65

4.1.2 The Material Process Analysis…………..……… 80

4.2 The Social Actor Representation Analysis..………. 90

4.2.1 The Exclusion/Inclusion Representations……... 90

4.2.2 The Active/Passive Representations………..……. 97

4.2.3 The Personalization/Impersonalization Representations..………….. 103

CHAPTER V. CONCLUSIONS AND RECOMMENDATIONS ………… 109

5.1 Conclusions ………... 109

5.2 Recommendations ………. 111

BIBLIOGRAPHY ………... 114

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LIST OF TABLES

Table 2.1 The characteristics of process types ………. 26

Table 2.2 The principal categories of ‗relational’ clause... 31

Table 2.3 Examples of process in behavioural clause………... 36

Table 2.4 Types of circumstantial elements……….. 38

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

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LIST OF CHARTS

Chart 4.1. The transitivity processes in the data ……….………….. 64

Chart 4.2. The relational processes in the data ………... 66

Chart 4.3. The material processes in the data ……….. 81

Chart 4.4. Inclusion/exclusion representations in the data ……… 91

Chart 4.5. Active/passive representations in the data ... 98

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LIST OF APPENDICES

Appendix 1 The Selected Display Advertisements Taken from Kompas

Newspaper……… ………. 117

Appendix 2 The Domain of the Commodity in the Selected Data………. 176

Appendix 3 The Transitivity Clauses in the Data ………..……… 178

Appendix 4 The Relational Clauses in the Data ……….……… 186

Appendix 5 The Material Clauses in the Data ……… 191

Appendix 6 The Distribution of the Social Actor Representation in the Data …….. 195

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

xiv ABSTRACT

Lelly Sepniwati. 2014. Identity-Building Strategy in the English Advertisements in

Kompas Newspaper. Yogyakarta: The Graduate Program in English Language Studies, Sanata Darma University.

Advertisements have become an integral part in the contemporary community. Their significance in asserting a certain idea is widely acknowledged, especially the consumerism ideology. In spreading this ideology, the commercial advertisements have implemented various strategies to increase the capital advantage aimed by the advertisers. Concerning the calculated framework of consumerism, there is a tendency from the producers to imply an influential effect of the brands and the products on the social value toward the community. This tendency is recognized as the identity-building strategy. In this identity representation, the common technique found and analyzed by many researches is the English utilization in the non-English speaking countries. The advertisers are prone to strengthen the English implication as the international language with the manner in which it is configured, both in the grammatical and lexical choices, in the identity-building strategy. For that matter, the problems of the study are formulated into two consisting of what types of transitivity process are typically exploited in the English clauses and what representations of social actor are applied in constructing the identity-building strategy in the

Based on the indications, this study emphasized the commercial advertisement attempts to persuade the customers to buy the product by promoting additional social and psychological benefits of the merchandise, namely identity. The data were taken from a prominent newspaper which contains many commercial advertisements, namely Kompas newspaper. There were 188 English clauses contained in 59 display advertisements from the first to fourteenth June in 2012. In analyzing these clauses, there were two methods applied in the research. The transitivity process as the initial step was conducted to examine the exploitation of the grammatical and lexical choices in proposing the appealing value of social identity in the discourse. Consecutively, the social actor representation analysis was implemented to give better understanding on how the commodities and the social community are generally depicted considering the effect they have toward each other in the identity assigning strategy.

The findings show that there are two major grammatical processes in delivering the notion of identity value. The first one is the relational process and the second one is the material process. In the relational process, the direct quality and symbolic attachment is the salient advertising cues in realizing the social values shown by the highest number of intensive clause in the process. In the material process, the notions of attitude improvement and continuous action are heavily imbued in accommodating the desired values emphasized by the largest distribution of transformative clause in the data. Furthermore, the advertisers and the advertising agencies often stress this improvement and continuous action as a result of a English printed advertisements.

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participant strong influences toward the other. When the action refers to the consuming act, the influence of the customers is significant in the realization. However, the focus is shifted when the depicted processes denote the providers for this improvement attitude. It shows that the ones that have greater influence in realizing the transformation attitude are the brands and the products.

Further analysis focusing on the representations of the four social actors – the narratees, brands, products, and endorser – implies that the most significant aspect in the commercial discourse is the existence of the brands and the products respectively. Moreover, the prospective purchasers are usually represented as the dependant entities that cannot be separated from the existence of the company representations if they wish to acquire the desirable profiles. It can lead to the outcome that the brands and the products are becoming the badge of the inherent identity of the social community.

xvi ABSTRAK

Lelly Sepniwati. 2014. Identity-Building Strategy in the English Advertisement in

Kompas Newspaper. Yogyakarta: Program Paskasarjana Kajian Bahasa Inggris, Universitas Sanata Dharma.

Iklan telah menjadi bagian integral dalam masyarakat kontemporer. Peranan penting iklan dalam menegaskan sebuah ide khususnya ideologi konsumerisme telah diakui secara luas. Dalam menyebarkan ideologi ini, iklan komersial telah menerapkan berbagai macam strategi untuk meningkatkan keuntungan finansial yang ditargetkan oleh para pengiklan. Berkenaan dengan kerangka pemikiran konsumerisme, ada kecenderungan dari produsen untuk mengimplikasikan pentingnya pengaruh merek dan produk terhadap nilai sosial masyarakat. Kecenderungan ini dikenal sebagai strategi pembentukan identitas. Dalam penggambaran identitas ini, teknik yang umum ditemukan dan dianalisis oleh banyak penelitian adalah pemanfaatan Bahasa Inggris di negara-negara yang bahasa nasionalnya bukanlah Bahasa Inggris. Para pengiklan seringkali menguatkan implikasi dari posisi Bahasa Inggris sebagai bahasa internasional di dalam strategi pembentukan identitas dengan pemilihan tata bahasa dan kosakata yang digunakan di dalam teks. Dengan bertumpu pada wacana ini, penelitian ini memiliki dua pokok permasalahan yang terdiri dari proses transitivitas apa yang biasanya digunakan di dalam klausa Bahasa Inggris dan representasi aktor sosial apa yang digunakan dalam strategi pembentukan identitas pada iklan tertulis berbahasa Inggris.

Berdasarkan indikasi tersebut, penelitian ini memfokuskan pada bagaimana iklan komersial membujuk para konsumer untuk membeli barang yang dipromosikan dengan menawarkan keuntungan sosial dan psikologis barang tersebut, yaitu identitas. Data diambil dari sebuah surat kabar terkenal yang berisikan banyak iklan komersial, yaitu harian Kompas. Ada 188 klausa Bahasa Inggris yang terdapat dalam 59 iklan display terhitung dari tanggal satu sampai empat belas Juni 2012. Dalam menganalisis klausa-klausa ini, ada dua metode yang diterapkan di dalam penelitian. Proses transitivitas adalah metode pertama untuk menelurusi eksploitasi pemilihan tata bahasa dan kosakata dalam menyiratkan nilai menarik identitas sosial di dalam wacana. Selanjutnya, analisis representasi aktor sosial dilakukan untuk memberikan pemahaman yang lebih mendalam mengenai bagaimana komoditi dan masyarakat sosial secara umumnya digambarkan di dalam strategi pembentukan identitas dengan mempertimbangkan pengaruh yang mereka miliki terhadap satu sama lain.

Hasil analisis menunjukkan bahwa ada dua proses utama transitivitas dalam menyampaikan gagasan berkenaan dengan nilai identitas. Yang pertama adalah proses relasional, dan yang kedua adalah proses material. Dalam proses relasional, pelekatan kualitas dan simbolisasi secara langsung adalah isyarat iklan yang paling menonjol dalam mewujudkan nilai-nilai sosial terlihat dari tingginya jumlah klausa intensif. Dalam proses material, konsep peningkatan diri dan tindakan yang berkesinambungan sangatlah signifikan yang mengacu pada besarnya klausa transformatif dalam mengindikasikan nilai yang diinginkan. Selain itu, pengiklan dan

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biro iklan sering menekankan sisi peningkatan diri dan aksi yang berkesinambungan ini sebagai hasil dari pengaruh kuat seorang aktor terhadap aktor lainnya. Ketika proses merujuk pada kegiatan pembelanjaan, pengaruh pelanggan sangatlah penting dalam mewujudkannya. Namun, hal ini berubah ketika proses tersebut menunjukkan penyedia jasa dalam sikap peningkatan diri. Ini menunjukkan bahwa keberadaan yang memiliki pengaruh lebih kuat dalam mewujudkan sikap transformasi diri ini adalah merek dan produk.

Analisis lebih lanjut yang berfokus pada penggambaran empat aktor sosial-narratees, merek, produk, dan endorser-menampakkan aspek yang paling signifikan dalam wacana komersial yaitu keberadaan merek yang diikuti oleh produk. Selain itu, pembeli potensial biasanya digambarkan sebagai entitas non-mandiri yang tidak dapat dipisahkan dari keberadaan representasi perusahaan jika mereka ingin mendapatkan profil yang diidamkan. Hal ini dapat mengarah pada sebuah asumsi yang menyatakan bahwa merek dan produk adalah lencana yang melekat pada identitas sosial masyarakat.

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CHAPTER I

INTRODUCTION

In the beginning chapter of this study, the introduction of this thesis is presented. In the background of the study, as the opening part, it elaborates the importance of advertisements and its relation with society, a glance of the elements in advertisements, the types of analysis which are implemented and the classification of the study. This part is followed by the problem formulations comprised of the research questions which are explained further in the research objectives part. Eventually, this chapter ends with the significance of this research in some fields of study framed in the benefits of the study.

1.1 Background of the Study

For the past few years, many countries had been affected by the global monetary crisis which was also referred to as the Great Recession. Indonesia was one of several countries which managed to avoid the impact of the Great Recession. In spite of its status as a developing country, Indonesia was able to maintain its stable economic growth compared with many European countries which had been affected by the recession in a great extent.

Indonesia managed to decrease the impact of the global economic crisis due to several reasons. The main contributor was consumption. Nasution in Kompas

(12/11/2012), the Governor of Bank Indonesia, stated that, although Indonesia did not reach the peak of the economic growth in the last few years, many considered it as

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having the most stable economic growth in the world. He explained that the main factor behind this positive condition was brought by the enormous consumption rate from both the household and the government sectors followed by the export and foreign investment sectors. This positive economic condition makes Indonesia one of the prominent marketing industries in the world.

In line with the marketing notion, it has been widely known that in order to make the product purchased by the consumers in a great quantity and continuously, there must be a well-developed marketing strategy to realize it. One of the most common applications is the usage of advertising. With creative words and layouts suitable with the context, advertisements have an ability to penetrate the mind of society in accepting certain kind of messages which are implied in them. Hence, it is not an understatement that advertisements are considered as one of the most powerful devices in manipulating the subconscious realm of the audience. Simultaneously, advertisements grow considerably in intense amount recently in Indonesia.

Advertisement is a well-known phenomenon in the global society. It is hardly possible to avoid this type of text. It appears every time and everywhere in everyday life. When someone rides motorcycle in the road, he or she will pass one or more billboards along the way. For someone who loves watching television, he or she will be exposed to an abundance of audio visual advertisements. Furthermore, it is common to find advertisements in every kind of newspapers and magazines read by all levels of social groups. In fact, the internet, which is regarded as the latest media that has just emerged from the last two decades, contains advertisements in such a way in every page available.

Due to its main purpose, advertisements, namely commercial advertisement, ooze with the ideology of consumerism. This ideology is imbued in advertisements by exploiting the desires, feelings, and needs possessed by an individual (Goatly, 2000). The copywriters utilize this exploitation by offering positive values of the products or services toward the readerships. In other words, they sell them by entrancing the readerships of the significant benefits they can gain in their daily life.

In offering these benefits, advertisement uses different strategies deemed to be appropriate in the respectable context of the target market. Those strategies can be in the form of informative content, influencing approaches, emotive appeal, and brand exposure (Armstrong, 2010). Thus, to fully grasp the situation and condition of the prospective buyers, the advertisers from transnational and international companies usually employ some market researchers to recognise or create fresh methods of consumption (Goatly, 2000). Afterwards, the findings of the researches will be utilized to segment the market according to numerous specialised niches which are fragmented based on the income level, age, household type and locality. This strategy is able to guide the change of culture rapidly and enable the development of modern consumer capitalism encouraged by the powerful economic groups in the society.

One of significant techniques employed in this era is the use of the lingua franca of advertisements which is English. It is not unusual to find English use in some parts or entire part of an advertisement, though Indonesia is not an English speaking country. Regarding the communicative aspect of advertising which is to inform and persuade consumers to buy a product (Bhatia, 2006), it can be an impediment factor to relay the commercial messages to those who are not fluent or

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even literate in English. Such techniques should not be applied by the advertisers as it is very ineffective for the financial purpose. Nevertheless, the reality speaks otherwise.

There is an underlying motive which drives the robust of the English exploitation in the domestic country. Bhatia (2006) argues that this seemingly counter-intuitive and counter-productive advertisement actually relies on unconscious planning by the national or international advertisers who assume that their readerships are bilingual in English. This assumption foregrounds a conceptualization of the global citizen reinforcing English as a prerequisite to be acknowledged as a global citizen.

This particular phenomenon suggests that English enhances the values of the advertised products or services. The advertisers consider English as a ―cool‖ language which has miraculous power to render the audience identity to become

―international, modern, rational, objective, ethno-cultural stereotypes, etc.,‖ (Bhatia, 2006). This identity-building propaganda is a formidable appeal of the product for it is typically inclined by the contemporary society nowadays.

In turn, it can be concluded that language is in close affinity with identity construction shown by the implication that English facilitates the identity representation of the brands and products in advertisements. Thus, it guides to an assumption that there is a pattern which is traceable from the linguistic element blended with the commercial layout to represent the relation between the merchandise items and the consumers for realizing the act of identity transforming conducted by the advertisers and the advertising agencies. For that matter,

advertisement is viewed as a discourse in this study as it expresses identity representation by means of specific sets of linguistic, visual and other semiotic resources (Machin and van Leeuwen, 2007).

The view is grounded by the concept of discourse in the way it perceives text as a tool that functions above the grammatical and lexical construction applications. Fairclough (1995) argues that texts comprise of two fundamental social practices, specifically cognition and representation of the reality, and social interaction. The linguistic configurations are constructed by the producers to present and describe the world based on their perspective to the others. This communication is motivated by certain idea or principle which is designed to penetrate the mind of society. This

‗conversion’ can also be used to strengthen their domination in the community. It is in line with the purpose of advertisement in this study which is to assert identity- building propaganda in the context of Indonesia intended by the large industries incorporated in the persuasive element for the benefit of monetary income.

To figure out the pattern in this social practice, there are two types of method employed in this study. The first method is the application of Systemic Functional Grammar proposed by Halliday (2004). This method is considered appropriate because it sees the meaning mirrored by the functions of the structures and the constituents of linguistic elements in a particular context as the primary concern (Lock, 1996). The communicative aspect of the text is emphasized simultaneously with the rules implemented in the formation of linguistic element.

In this grammatical configuration, this study utilizes transitivity process. It is taken as the first tool of analysis because it deals with the choice of linguistic devices

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in representing the world and how they act and relate to each other (Thompson, 2004). In other words, it analyses the grammatical and lexical features contained in a text and correlates them to reflect the idea, belief, opinion, notion, etc. in certain context which is in line with the purpose of this study. Therefore, the manner in which the English linguistic features configure the positive identity-building message can be traced in the persuasive element of the advertisements.

The second method is closely related to the initial type. However, the major interest is dedicated to the participants involved in the social activity. It is embodied in the social actor representation introduced by van Leeuwen (2008). This method is regarded as an important enclosure in the analysis for it uncovers the systematic consideration on the way the main social actors are represented in relation with the identity construction by the powerful economic groups in Indonesia.

Meanwhile, the source of data in this study is the English advertisement in

Kompas newspaper. The primary reason behind this is due to its nature in employing static components to catch the readership interest at least for a short period of time toward the advertisement (Paxon, 2010). Though print advertising is not as rich as other types of advertisement which is merely realized by employing two modes of communication, visual and verbal, the print advertising compensates it by elaborating further details on the product or services creatively in a single frame to achieve a great impact toward the target audience at first glance. However, the current printed advertisements can also capture the ‗movement’ aspect portrayed in the visual image by projecting an illusion of moving object, especially in car advertisements. Thus, it is very interesting to analyze the way the advertising agency creates a printed

advertisement to persuade the readerships to buy the product or use the service presented in the newspaper advertisements in relation to the identity-building strategy.

1.2 Problem Formulation

Based on the explanation above, the problems were formulated as follows. 1. What transitivity processes are typically exploited in the English clauses to

construct the identity-building strategy in the English printed advertisements? 2. What are the representations of social actors in constructing the identity-building

strategy in the English printed advertisements? 1.3 Research Objectives

As it has been mentioned earlier, the producers of advertisement attempt to hypnotize the market to consume the product or service by applying identity-building strategy in the discourse. Therefore, the objectives of this study are to find the traces of this identity-building pattern employed in the grammatical and lexical features of English contained in the print advertising and to reveal the social actor representations in the aforementioned social practice. For that purpose, this study utilizes transitivity processes and social actor analysis as the main tools which are integrated in the context of the advertisements.

The aim of the first objective is to find the correlation of the actual reality with the fabricated one depicted in the printed advertisements. In order to obtain the objective, the representations of the world, such as belief, opinion, and ideology are regarded as crucial matters to be investigated. With the help of the transitivity processes, these reality representations can be attended through the application of the

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general transitivity processes in motivating inherent image or personality fabrication integrated in the commercial discourse in Indonesia.

Afterwards, it is deemed necessary to find how the cluster of people is represented in realizing this identity transformation activity. Thus, the second objective of this study is to uncover the social actor representational choices in the referred social practice. It is congruent with the purpose of social actor representational analysis for it assesses the categorization of people ingrained in the discourse in terms of their roles and social strata in the society (Machin and van Leeuwen, 2007). Through the incorporation between these two methods, there is an expectation that the results of the analysis can reflect the manner in which an aspirational identity is constructed through the spectacles of corporate institutions, so that it can intensify the appeals of the brand toward the target market.

1.4 Research Benefits

Theoretically, this study can give contribution to the discourse analysis, especially in the field of advertisement. It is intended to enrich the discussion of the language of advertisements concerning the notion of identity reconstruction strategy which is eloquently designed by the producers of advertisements.

In addition, the practical benefit of this study is to present better understanding on the system of language use in advertisement. In this case, the way English is used by the copywriters integrated with the context of the discourse for the purpose to persuade the readers to consume the advertised products or promoted

services. Thus, the readers’ awareness on the rhetorical device utilized in advertisements can be enhanced in order to make them more critical regarding the

discourse of advertisement, especially to avoid calculated manipulation of certain groups in term of capital interest involved.

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CHAPTER II LITERATURE REVIEW

In this chapter, the review of theories applied in this study and their applications are presented. There are several theories which become the foundation of this study. They are the theory of advertisement, language in advertisement, discourse analysis, transitivity, and social actor representation. The way these theories implemented is summarized in the theoretical framework in the following part. In addition, the related studies are also presented to show several similar studies conducted in this field.

2.1 Advertisements

The term advertisement originally comes from a Latin word advertere which means to direct attention into (Danesi, 2010). It refers to a public announcement for a product promotion. Officially, according to Indonesian Advertising Council (2007), an advertisement is a marketing communication message or public communication of a specific product through the use of media which is funded by an established promoter to some or whole public community. Instead of limiting the reference to certain concrete goods or commercial merit, the term product can be further generalised into goods, service, idea, event, and image. Therefore, advertisement purpose can be expanded into proposing an idea or enhancing the image of particular institution or company due to its possible effect in altering or influencing the mind of the audience (Goddard, 1998). Instead of focusing on the commercial aspect of the

product or service, this type of advertisement pays more attention on the effort of increasing the good image of an institution or company or suggesting an idea toward the audience.

However, the most common advertisement exposed to the society is a corporate or commercial advertisement. It can be defined as a form of literacy that has been paid for to associate meaning with brands (Myers, 2009). The group of people responsible for the monetary expenses are the companies or the advertisers. This monetary outcome is intended solely to gain more monetary income. In other words, it is a text to sell goods or services of the producers for monetary purpose.

To reach the monetary benefit aim, advertisement cannot be separated from the power of persuasion. In fact, this power is the integral part of advertisement. It is unquestionable because advertising is a mean of a company designated to sell certain commodities and services, propose an idea and enhance the image of an institution or company (Danesi, 2002; Goddard, 1998). Mostly for the commercial advertisements, it is a massive industry involving a great amount of capital in the business focused on

stimulating the ‗consumption of the goods and services advertised’ (Paxson, 2010) toward the audience. Therefore, without the persuasive essence, any kind of form of advertisement is meaningless resulting in a significant financial loss.

However, in the early time of advertisement, this giant business is considered as a small scale industry. This industry started to flourish in the era of Industrial Revolution in order to cope with the effect of the tender mechanization era which was mass production (Brierley, 1995; Goatly, 2000; Paxson, 2010). At first, goods were not distinguished by brands due to its nonexistent in the era. The customers bought

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from the merchants without asking what the manufacturer was because everything was created and crafted in a limited production manually. Most people directly offered their services to the customers with the absence of organization or company. This tradition drastically changed when machine was introduced in the Industrial Revolution. Small scale production was abandoned gradually and converted into mass production. Consequently, the manufacturers met new problem of how they needed to sell their large quantities of product in a rapid way which occurred before the birth of automatic devices. Thus, advertisements were the needed solution for this matter.

Early advertisements were not as complicated as the current situation though. They were usually created by the manufacturers of the advertised products with the

consequences of ‗little selling’ (Paxson, 2010) because they did not possess the ability of selling charmingly though they knew their products thoroughly. The competitors started to act aggressively in the early 1900s by seeking the help of advertisement agencies which had been evolved from placing the advertisements to be published into firms that exploits creative strategy and technique in the promoting media.

2.2 Printed Advertisements

Media as a mean for the advertisement to be published has been taken into consideration for many advertising agencies as an important strategy. The importance of media is recognized greatly by the agencies in the form of their media departments which are expected to develop appropriate media plan that is cost-effective consists of analyzing, selecting and contracting the space, time and location for the

advertisements (Belch & Belch, 2003). They need to consider the effectiveness of the advertisements through the use of certain media.

Nowadays, the types of media have been developed from the printed ones, such as newspapers, brochures, etc., into the digital ones, such as internet. Hence, these variations of media have affected the form of advertisements. It is hardly possible to generalize the components or structures of advertisements in every media because of different characteristics possessed by each type of media. Despite the complexity, there is one type of advertisement which can reach the largest market, namely the printed advertising (Danesi, 2002).

This advertisement employs static components thus it tries to compensate the immobile elements by using various techniques for the readers to catch their interest at least for a short period of time at the advertisement (Paxson, 2010). It tends to get the attention by relying on the visual elements in which the photographs and illustrations work carefully to cause the image transmits information as much as it can without putting a heavy burden for the customers in gathering the meaning (Paxson, 2010).

In making this type of advertisement, the creators interlace all or several elements in the organization. Due to highly different organizations among many advertisements, some experts construct slightly different elements contained in a print advertisement. Armstrong (2010) defines six elements in the printed advertisements consisted of headline, pictures, text, body text, typeface, and layout. Meanwhile, Sugarman (2007) proposes ten elements which consist of headline, sub-headline,

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photo or drawing, caption, copy, paragraph headings, logo, price, response device and overall layout.

The first classification focuses on the organization of the execution of the headline, pictures, and text. In other words, the main focus is the layout. Thus, the structures of the headlines and text are not described in a satisfactory way which is crucial in analyzing the third aspect of strategy—linguistics—in an advertisement (Myers, 2010). The latter classification is more detailed related to the ‗missing’ elements. Unfortunately, many advertisements do not apply the whole elements in the organization and the tendency of overlapping can be found in a high frequency. This flaw may cause unnecessary complexity in the research.

Aside of the above organization, there is a classification which divides the basic elements of the printed advertisements. These fundamental elements are comprised of headlines, body copy, visual elements, and layout (Belch & Belch, 2003). By using this classification, the tendency of overlapping can be decreased significantly because the rest of the elements can be part of those basic elements. Furthermore, most of the printed advertisements apply these basic elements in their structural domains.

Headlines as the first elements are considered as the most eye-catching tool in an advertisement. These are the words which occupy the leading position of the advertisement in order to draw the attention of the readership the most (Belch & Belch, 2003). They are usually in the form of the largest font and separated from the body copy. Though many advertisements contain one headline, it is not unusual to discover more than single headline employed in smaller font than the headline but

larger than the body copy which is recognized as the subheads. The following element is the main text which describes the product or service advertised referred as the body copy. The main selling message for the product or service is the content of this part. Hence, this element is usually known as the ―heart of the advertising

message‖ (Belch & Belch, 2003). Those linguistic aspects are usually accompanied by illustrations which are the third major component. Its function is to attract attention which is similar to the purpose of the headlines. By utilizing this component, the effectiveness of a printed advertisement can be enhanced. These major components complement each other and form an effective and efficient print advertisement if they are arranged in appropriate order. Thus, the physical arrangement, mostly known as the layout, of these elements is deemed as the final major component in the structural domains of a printed advertisement.

These structural domains are configured cleverly based on the creativity of the producers. Though creativity does not have any boundary, the producers need to consider the type of printed advertisement they intend to use. There are several types of printed advertisement. Despite these varieties, display printed advertisement is the most favourable marketing tool chosen by many corporations.

The reason of using display printed advertisements is based on the consideration that the majority of advertisements are larger than the classified advertisements for their stronger effort in catching the attention of the readerships. They need to be more eye-catching than the classified advertisements because they are positioned outside the advertorial section. Aside of the classified advertisement

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‗domain’, they can be found throughout the newspaper and generally apply visual and

verbal device configurations (Belch and Belch, 2003).

The second consideration is related to the marketing region of the products or services merchandised in this type. The marketers of branded products or services in this advertisement are usually sold their merchandise or commercial act on a national or regional level (Belch and Belch, 2003). They are designed for the purpose of

creating and maintaining demand for a company’s product or service. Moreover, they act as a promoting device for the local retailers that stock and market the advertiser’s

products.

Based on the indication presented above, an advertisement is constructed of

multiple layers of creative symbols in such a way in order to ‗mystify’ the customers to consume the products. However, these ‗unrestricted’ attempts to enthral the

prospective buyers actually need to take some salient considerations in creating this money maker device. Therefore, the following discussion present the restrictions of the communicative aspect that envelope the implied meaning camouflaged by the creators of the advertisements.

2.3 Language in Advertisements

Due to the strategy and technique, advertisement is quite different with other types of text, especially in the language aspect. An advertisement uses creative or innovative language in order to catch the attention of the target audience (Myers, 2009). This cogitation is extremely crucial because every competitor compete with

each other to achieve the potential customers’ attention which is the initial stage of

outcome pursued by the creators. Therefore, the advertising agencies tend to apply

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

various attention getter elements, mostly humour, sex and emotion (Sutherland, 2008).

It should be taken into account that getting attention is merely one component of effective advertisements. The advertisements are not considered fully effective if the audience fails to direct their attentions toward the brands and the contained messages (Sutherland, 2008). Furthermore, the various elements, such as verbal and visual, in the advertisements should blend together in a perfect harmony. Therefore, these diversities should be seen as a mosaic in which the uniqueness of each element is presented together in an artistic way. For the audience to understand the content of the advertisements, the elements should project coherence which can be captured from the network of creativity by the advertising agencies (Matheson, 2005).

However, there is an additional crucial information about the elements in the advertisements regarding with the language is the focus. Sugarman (2007: 29) states

that ―All the elements in an advertisement are primarily designed to do one thing and one thing only: get you read the first sentence of the copy.‖ Every element is

important because they constitute a single purpose in making the readers read the copy. This statement leads to a conclusion that the copy of an advertisement is the main selling point in the promotional text.

In constructing a creative and eloquent copy, the copywriters always try to embed multiple aspects in the language. Though the language of advertisements is innovative, the language itself is restricted. Every word counts to catch the attention or pique the interest of the audience in order to become the potential buyers. The text, in actuality, possesses regulations of what the text must say and cannot say depend on

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the context (Myers, 2009). The copywriters should discuss the linguistic elements contain in the advertisements with their production teams whether they are appropriate or not with the other elements in advertisements. They also need to gain agreement from the clients whether their advertisements can bring the intended image of the product or services. The language must not cross the boundary of legal regulatory constraints in particular domains. In brief, these skilled professionals should create an advertisement under the supervision of bureaucrats and combine those regulations in their works (Myers 2009).

Leaving aside the regulation constriction, this type of text offers a unique characteristic of language differs from others. Myers (2009) argues that advertisements do not have special register of their own because they usually adopt various kinds of grammatical features or lexis contained in other genres. He explains that, in the environment saturated with advertising, they need to make clever use of language to stand out, to engage the reader/viewer, to be talked about and recycled in popular culture. In turns, innovative use of language is constantly foregrounded for the purpose and audience of advertising.

2.4 Identity-Building Strategy

Nowadays, the linguistic choices of many advertisements are prone to convey a particular message to promote the brand or product toward the audience. The accompanying persuasive aspect is the identity-building implication. Regarding the

commercialization of identity, it is very important to understand the term ―identity‖.

Machin and van Leeuwen (2007) present the explanation of what identity is regarding the global media. They state that identity is the fundamental essence of who someone

is. It relates to the perspective on the way someone defines his or herself in the community. The markers of identity are varied, from age, nationality, job and income to social class and psychological aspects, such as free, fun, independent and loving individual. These traits are salient to prove and acknowledge the existence of someone in the world.

The global media, in this case is advertisements, have included identity notion in their marketing strategies. They typically orient the additional prominent benefits of the products toward various enticing modern lifestyles and identity indicating identity crisis phenomenon in contemporary society (Goatly, 2000). In response, the consumers are being led to chase the temporary perfect identity provoked by the advertisements by purchasing and using the products. Thus, identity has become accompanying merchandise promoted in the commercial discourse.

Intriguingly, the identity promoted in the advertisements can be categorized as superficial identity. Machin and van Leeuwen (2007) remark the uniqueness by

stating that the consumers’ identity is defined based on the lifestyle they indulge in, namely clusters of behaviours, attitudes, and consumption patterns of the prospective buyers. They include this type of identity as ‗lifestyle’ identity in which it relies heavily on the reflection of the attitudes, values and preferences in appearances, namely dress, accessories, gadgets, and so on. Therefore, the promoted products are becoming the markers of identity in contemporary society.

In order to enhance this lifestyle identity, there are various techniques employed by the creators. One of them is English utilization in the message of the advertisement. English is not only considered as a global language in the advertising

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domain, but it is also acknowledged as a powerful tool to provoke certain images of the products (Bhatia, 2006). Bhatia (2006) remarks this identity implication by emphasizing that English possesses influencing psycholinguistics behemoth in the non-Anglophone countries. This essential role is proven from its immense employment in product and brand information message contained in the advertisement.

2.5 Discourse Analysis

From the above explanations, it is noticeable that the psychological benefits of the products are regarded as an important persuasive tool. Hence, it needs to be conveyed rhetorically in the advertising message. It leads to an assumption that communication is the central point in the creative construction of advertising strategy. Fiske (1990) gives a general definition of communication by stating that it is a social interaction through messages. By assuming that people transmit and receive the message, it is considered as a social practice within particular set of social value in a community.

Because culture is distinct in nature, there are numerous disciplinary approaches to study this cultural integrated communication. Hence, Fiske (1990) divides them into two major schools in communication study. The first one concerns with the production and exchange of meanings. It concentrates heavily on the role of texts, especially on how messages or texts interact with people in the production of meaning in the context of similar or different cultural environments. The way people interpret the messages is the main focus in this school. Meanwhile, instead of analyzing the works of communication, the second school tends to see

communication as the transmission of messages. The salient matter is on how the senders and receivers encode and decode the messages through the channels and media of communication. It suggests that intention is a crucial factor in deciding what constitutes a message to affect the behaviour or state of mind of another.

Based on the above explanation, this study follows the second school which is

referred as the ‗process’ school by Fiske. It is in line with the focus of the study

because it views advertisement as a persuasive tool to promote products by evoking certain feelings associated with the brands to the mind of the consumers in the identity fabrication act. Therefore, it uses discourse analysis as the approach in investigating the process of communication in print advertising.

Discourse analysis gives the linguistic construction of a text a prominent position in its focus of study. It views texts as devices that can influence and contribute the changes of society (beliefs, attitudes, etc.), actions, social relations, and the representation of the physical realm (Fairclough, 2003). Pertaining to this angle, language is a site of ideology that shapes what speakers feel and think to the extent

that it is able to direct public’s opinion to support the interest of certain powerful

groups (Matheson, 2005). It proposes that texts play a role on social change through the meaning of language.

However, in discourse analysis, language does not stand alone. Every context determines the way the text was shaped (Fairclough, 2003). It reinforces the notion that the verbal element is greatly influenced in relation to other elements in a particular text. Responding to this notion, Cook (1992) caters an option to analyze advertisement as a discourse. He remarks on the contexts of advertisements which

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include the participants and the purpose of this communicative discourse, the social conditions of the target society, the medium of the discourse, and the way the communication is conducted. These elements are encapsulated into eight types of context presented as follow.

The first one is the concrete material which carries or relays text, namely the substance or media. The second element is the non-grammatical features of the text, such as music and pictures. The third element is the accompaniment of meaningful behaviour of language referring to voice quality, gestures, facial expressions and touch, and choice of typeface and letter sizes. The situation represented in the text is also included in the context for it builds a relation between the surrounding objects and people realized in the text as perceived by the participants. The text which precedes or follows the analyzed text – co-text – is also considered as a part of the context if it is perceived as belonging to the same discourse. Intertext — mentioned by Myers (2009) in the preceding section – is included as a factor to be investigated in relation with context because, usually, there is a certain text associated with the text under consideration that affects the interpretation though it belongs to other discourse.

The seventh element is slightly different from the erstwhile elements because it suggests the inclusion and exclusion roles simultaneously in the realm of discourse. It is the participants involved in the text. Cook (1992) remarks that participants involve their intentions and interpretations, knowledge and beliefs, interpersonal attitudes, affiliations and feelings. Each of them simultaneously plays an inherent part in the context because they are the ones who enact the social practices in realm of

text. However, they can also be the outsiders of the discourse because the interpretation of the meaning making process is devoted to them. Thus, they are assigned double roles in the advertising discourse, as a part of the context and an observer of it.

These aforementioned elements are organized in a clever way to communicate the messages of advertisement. This act of communication is guided by the final

element of the context, the function. Based on Fiske’s (1990) argumentation, the

function can be defined into the intention of the producer or the interpretation by the consumers of the discourse. Either way, the analysis on advertisement discourse needs to correlate the text and context implications utilized by the advertisers.

Regarding the function of the context, this study focuses greatly on the intention of the producers, especially on their attempts to persuade and influence the behaviour and mind of the targeted consumers. Hence, the participants as the ones who play an integral part of the context as well as the receiver of the messages are the main features in the analysis.

In order to investigate represented participants in print advertising, this study uses two steps of analyzing method. The first one is the transitivity processes in Systemic Functional Grammar by Halliday (2004). Then, the social actor representation analysis proposed by Leeuwen (2008) is conducted to find out the significance of the investigated participants in the imposing social values by the advertisers exploited in the strategy of advertising. These methods are presented in the next sections consecutively.

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2.6 Transitivity Processes

As it has been mentioned previously, the language of advertisement is creative which is established on the ground of consumerism ideology. Ergo, the analysis focuses on the rules of the linguistic device solely cannot grip the stimulating idea behind the English linguistic system constructed by the copywriters through the Indonesia advertisements. Indeed, the grammatical and lexical configurations are the fundamental requirements in enacting the social practice. However, if the analysis implements the approach focusing on the linguistic construction forms without taking into account the context of the unfolding activity, it may cause a misrepresentation of the human communication complexity (Cook, 1992). On the other hand, by conducting systemic functional grammar as the analysis tool, the functions of each element can be investigated thoroughly in the respective contexts.

In order to analyze the grammatical construction and vocabulary choice conducted by the copywriters to associate the products with eminence social values in print advertising, transitivity system is considered an appropriate tool in this study instead of the mood and thematic systems. It entails the main concern of the transitivity system which is to allow the description of the representations of the social world to be assessed through the clause as well as configures the significant relation among the process, participants, and circumstances involved in the clause (Halliday, 2004). From this perspective, language is composed of different entities in the world which possess particular action toward the others and description of the relationship they create (Thompson, 2004).

2.6.1 The Processes and Participants

In this system, meaning is established toward the process involved in a clause. The focal point is that a clause consists of process or a flow of events (Halliday, 2004). The continuous flow of event with its variation experienced and intended by the writers is captured and transferred into a clause. Simultaneously, the process affects the choice of grammar and vocabulary in a clause by determining the way it encodes an experience of the real world into the realm of language system (Thompson, 2004).

Basically, there are two distinguished classes of process types, the process of the external world (outer experience) and the process of consciousness (inner experience). Halliday (2004) describes the grammatical categories for these experiences as material process clauses and mental process clauses. However, in order to construct a coherent theory of experience, there is an additional component in the system which is relational process clauses that signify relation of one fragment of experience toward another for the purpose of identifying and classifying. Aside those three main components, there is a component which shares the characteristics of both material and mental process clauses indicated as behavioural processes that represent the outer demonstration of inner workings, consciousness and psychological states processes. The fifth category of process which identifies the symbolic relationships in the human consciousness resulted in the form of language—having the characteristics of mental and relational categories—is construed as verbal processes. Finally, existential process is included in the process type which is situated between the relational and material processes as the process

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related to existence. The components of each process type are summarized in Table 2.1 below.

Table 2.1 The characteristics of process types (Halliday, 2004: 260) Process type Category

meaning Participants, directly involved Participants, obliquely involved material: action event 'doing' 'doing' 'happening'

Actor, Goal Recipient, Client; Scope; Initiator; Attribute

behavioural 'behaving' Behaver Behaviour

mental: perception cognition desideration emotion 'sensing' ‗seeing' 'thinking' ‗wanting’ ‗feeling’ Senser, Phenomenon

verbal 'saying' Sayer, Target Receiver, Verbiage relational: attribution identification ‗being’ 'attributing' 'identifying' Carrier, Attribute Token, Value Attributor, Beneficiary, Assigner

existential 'existing' Existent

2.6.1.1 Material clauses: processes of doing-and-happening

The first primary system in the process type that defines the outer experience is the material clauses. It accounts for a quantum of change in processes of happening through the expense of energy (Halliday, 2004). The focus in this process is the concrete changes happening in the participants resulted from the action. Consequently, these processes involve concrete and tangible actions (Eggins, 2004).

The actions are done by an entity which may be directed toward other entities. The active participant that contributes the energy in the action is recognized as the Actor. Thus, it indicates that this participant is an inherent participant that takes the action of changing which leads to a different outcome of the initial phase of the action in this process (Halliday, 2004). Meanwhile, the participant to whom the

action can be extended is the Goal (Halliday, 2004). Therefore, the Goal does not always appear in this process type which makes it an oblique participant.

Related to the two participants, there are two types of clauses which address the issue of the one in which the outcome is registered to. The process which indicates the confinement of the outcome of the process to the Actor is intransitive

clause which represents a ―happening‖ process (Halliday, 2004). It stresses that ‗an

entity does something’, thus, it does not require the existence of the Goal. It is usually

proven by asking what did x do? probe. The type of process which includes the Goal

participant is called transitive clause which represents a ―doing‖ which can be probed by a question, ―what did x do to y?‖ (Halliday, 2004). Hence, the outcome is

registered on the Goal. For instance, ―the lion sprang (Halliday, 2004)‖ indicates a happening or intransitive clause in which it implies that the Actor or the lion did the action of sprang. The outcome of the action is confined to the Actor itself which is the inherent participant. On the other hand, in ―the lion caught the tourist‖ (Halliday, 2004), the Actor did something to the other participant which is the Goal or the tourist. Hence, the Goal undergoes the outcome of the process which indicates a doing or transitive clause.

Regarding the final phase of the unfolding process in one of the participants in the clause, there are additional subtypes which are deemed important to be discussed. Halliday (2004) presents two subtypes to distinguish the nature of the outcome. The first one is creative clause which implies that the Actor or the Goal comes into existence as the result of the process conducted. Ergo, the outcome of the process is

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(Thompson, 2004).‖ The Goal or the Christmas pudding is brought into existence through the process conducted by the Actor. The second subtype is transformative clause which brings the notion of different final phase condition of the initial one of the participant. Instead of coming into existence, the participant undergoes changing which is the effect of the process. It should be noted that the participant has already existed before the action is conducted. However, Halliday (2004) argues that it can also suggest maintaining the condition of initial phase of the participant because it

still has a connection with the condition of the existing participant. For example, ―My

mum never eats Christmas pudding (Thompson, 2004).‖ The sentence implies that

my mum or Christmas pudding has already existed before the action. Consequently, it indicates that the outcome of the process is to maintain the condition of the participant of never consuming the dessert.

Aside of the inherent participants, there are also oblique participants that contribute significant meaning in the clause. The roles included in the system are Beneficiary and Scope. The Beneficiary participant includes the one which gains benefits from the process. In traditional grammar, it is recognized as the indirect object which can be realized with or without preposition depends on its position whether it precedes or follows the Goal (Thompson, 2004). The Scope, as the term indicated, is an independent entity in the process which signifies the domain of the existed process. It is highly restricted to intransitive clause in which it follows the verb. Consequently, it can cause confusion whether it should be interpreted as a Scope or a Goal. Hence, in order to highlight the differences, Halliday (2004) emphasizes several indicators of Scope: (i) related to its independent notion, the

Scope does not receive any effect performed by the process, (ii) the Scope can act as the actual process in the clause, (iii) it cannot be probed by do to or do with question, (iv) it cannot be followed by a resultative Attribute (a resultant qualitative state of the Actor or the Goal of a completed process), (v) it is regulated to the participant of non-personal pronoun, and (vi) possessive modification cannot be implemented in this element.

2.6.1.2 Mental clauses: processes of sensing

In contrast with the previous clause, the Mental processes possess a focal point toward the inner experience as the term itself refer to. Its major concern is the quantum of change in the experience or process in the realm of consciousness (Halliday, 2004). The focus is on the working of the inner self of a conscious being on the surrounding event, belief, entity, and so on. Hence, the effect is mainly directed at the participant who conducts the process himself rather than other participant mentioned in the clause or something triggers the working of consciousness of someone which marks the contrast with the material process.

In this process, there are usually two inherent participants involved. The first participant is the Senser which is always recognized as human-like entity that bears the consciousness characteristic (Halliday, 2004). It is a highly isolated role which is occupied by an entity that is acknowledged to possess abilities of feeling, thinking, wanting or perceiving. This role is followed by the Phenomenon as the element that the process of consciousness is being reflected (Halliday, 2004). It denotes the participant which is being projected to be felt, thought, wanted or perceived. These

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(Thompson, 2004).‖ The participant she is considered as the Senser who is able to perceive the process of hearing whereas his voice – the things which are perceived as being heard by the Senser – is put under the Phenomenon category.

Regarding the Phenomenon characteristics, its similarity with the Goal in the material processes is quite high. However, Halliday (2004) argues that the Phenomenon, in fact, has a far greater range of elements than the Goal. Instead of regarding the participant as a tangible thing, the mental workings can project it further into abstract entity, such as action and cognition. Hence, he has proposed two types of embedded Phenomena: Acts and Facts. The Act is usually projected into the mental processes of perception and realized by a non-finite clause which is

considered as a noun phrase. For instance, ―I saw the operation taking pla ce (Eggins,

2004).‖ The second type of embedded Phenomenon, the Fact Phenomenon, is often found in the form of a finite embedded clause introduced by that (explicitly or

implicitly) and treated as a noun phrase. For example, ―She didn’t realize that it was a bomb (Eggins, 2004).‖ Furthermore, it can be examined by adding the word fact

before that. For instance, ―She didn’t realize the fact that it was a bomb (Eggins

2004).‖

The processes of sensing endowed with by the conscious beings can be manifested into different preferences of mental actions. Therefore, Halliday (2004) projects those variants into four subcategories: perceptive, cognitive, desiderative, and emotive. The processes included in the perceptive subcategory are the mental actions of feeling, such as sad and happy. The processes of thinking, such as decide, know, and understand, are categorized into cognitive subcategory. The processes

related to senses, for example see and hear, are put under the perception subcategory. Meanwhile, the final mental workings which describe the processes of desiring something are classified into desideration subcategory, e.g., want and need.

2.6.1.3 Relational clauses: processes of being and having

This type of process is considered as the third category of the main processes accompanies the previous process types, the Material and Mental processes. It features the characterization and identification processes of an existence resulting from the relation of one aspect with the others (Halliday, 2004; Eggins, 2004). This tenet suggests that in a relational clause two inherent participants construe an abstract relationship that share the same domain or being. This abstract relationship is configured into two distinct mode of being, namely the processes of characterization and identification, which are labelled as attributive and identifying clauses, along with three main types of relational processes: intensive, possessive, and circumstantial.

Table 2.2 The principal categories of ‗relational’ clause (Halliday, 2004:216) (i)Attributive

‘a is an attribute of x’

(ii) Identifying ‘a is the identity of x’

(1) intensive ‗x is a’ Sarah is wise Sarah is the leader; the leader is Sarah

(2) possessive ‗x has a’ Peter has a piano the piano is Peter’s; Peter’s is the piano

(3) circumstantial ‗x is at a’ the fair is on a Tuesday tomorrow is the 10th; the 10th is tomorrow

In the attributive mode which is categorized into the intensive relation, an entity, which is known as the Carrier, is ascribed to some quality labelled as the Attribute. This type of relational clause is used to characterize an entity (Carrier) by assigning an evaluative characteristic (Attribute) which in turn classifying it into a

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class (Halliday, 2004). From table 2.2, Sarah as the participant who has the characteristic of wisdom is the Carrier whereas the Attribute is the assigned characteristic, wise.

This type of clause typically uses a Predicator (be) to signify the relationship between the Carrier and the Attribute (Thompson, 2004). However, other verbs, such as seem, are commonly found in this type as long as they keep the essence of assigning an evaluative Attribute to the Carrier. It should be noted that this mode of being is usually irreversible and the article assigned to the nominal group is typically indefinite. Furthermore, it can be probed by what?, how? or what... like? questions (Halliday, 2004; Thompson, 2004).

Halliday (2004) divides the intensive attribution further based on the membership specification, whether it is entity or quality. When the Attribute refers to the entity that constitutes the class by realizing the nominal group with Thing as Head, it is the entity Attribute, for example He was an architect (Halliday, 2004). On the other hand, when the class of the Attribute is constituted by referring to a quality or qualities, as in Sarah is wise, it is identified as the quality attribution. An Epithet is used as the Head instead of the Thing in the nominal groups in which the Thing in nominal group can be considered as general and inferred from the context. The Epithet is realized by an adjective or participial verbal form, which is frequently accompanied by adverbs of degree.

On the contrary, a clause can have an entity which is equivalent with another entity. This clause will be classified into the identifying mode in which the participants are assigned as Token and Value and the focal point is on assigning a

certain identity to an entity, ―x is identified by a‖, (Halliday, 2004). The function of this type of clause is to establish certain uniqueness, define (technical) names, and assess evidence (Halliday, 2004).

In determining the Token and Value in an intensive clause, the crucial factor is in distinguishing whether it is a specific realization or the general one (Thompson, 2004). From Table 2.2, Sarah in ―Sarah is the leader‖ can be considered as the specific entity realizes or embodies the general category of the leader. Hence, Sarah

is labeled as the Token whereas the leader fills the role of Value. In order to

strengthen the assessment, the clause can be paraphrased into ―Sarah fills the role of/represents the leader.‖ Halliday (2004) elaborates it further by stating that the

Token is the member whereas the Value is the exclusive status or role assigned to it. This mode of being is reversible in which the Predicator or lexical verb acts as an equivalent sign of the two participants. In addition, the nominal group in this type of clause is usually realized by a definite article as well as a proper noun or pronoun

which can be probed by ―What/Who/Which is x(the Identified)?‖ (Thompson, 2004). Aside of Carrier/Attribute and Token/Value participants, there may be an

additional ―third‖ participant in the equation. This third role represents the entity that assigns the relationship of these two modes (Halliday, 2004). In the case of identifying, it is labelled as the Assigner; in the case of attributing, it is labelled as the Attributor.

Other types of relational clause are the possessive and circumstantial clauses. The possessive type deals with the matter of ownership (Halliday, 2004). Hence, it marks a possession of an entity toward another entity. The circumstantial type – as

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the name indicates – relates an entity with circumstance elements, such as time, place, manner, cause, accompaniment, role, matter or angle (Halliday, 2004). The salient feature is the utilization of background information to point out the relational aspects in the clause.

The possessive clause of the attributive mode can be expressed in two ways, the role of the Attribute and the process. In the first type, the Carrier is the thing

owned by the possessor or the Attribute, e.g.: ―This [Carrier] is yours [Attribute] (Eggins, 2004).‖ In the latter type, the possessing is encoded through the process, the possessor is the Carrier, and likewise the Attribute is the possessor. Halliday (2004) suggests assessing the ascribing of the Attribute to mark out the differences using this

example, ―Peter [Carrier] has a piano [Attribute].‖ The Carrier is labelled to Peter

because it conveys the meaning that the piano-ownership is the ascribing Attribute. It

differs with: ―The piano [Carrier] belongs to Peter [Attribute].‖ Here, the Carrier serves as the possessed one which underlines the attribution of Peter.

The possession type for the identifying mode is almost similar to the previous case. However, rather than being ascribed to an entity, the ownership is in the form of relationship between two entities which can be expressed either by the participants themselves or the processes (Halliday, 2004). In signifying the notions of possession located in the participants, the Token serves the role of possessed whereas the Value takes the role of the possessor to indicate a property of the possessor, as in ―The piano [Token] is Peter’s [Value].‖ Unfortunately, it is fairly visible that it has equal sense with the one in the attributive clause which makes Thompson (2004) gives an epithet of problematic to this type. Moreover, Halliday (2004) strengthens this issue

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Ad47C149

[Circ: location] right here, right now… step [Circ: location] into your new urban lifestyle

intransitive transformative

Ad47C150 choose [Goal] the right Avenue transitive transformative Ad48C153 to choose from intransitive transformative Ad48C154 light up [Goal] your home [Circ:

manner] with Plaza Crystal transitive transformative Ad49C155 [Actor] your future starts [Circ: manner]

with us intransitive creative

Ad50C159

[Actor] the real excitements that takes [Goal] you [Circ: extent] to wherever [Actor] your mind goes

transitive /

intransitive transformative Ad52C162 ride [Goal] your wishes transitive transformative

Ad53C166

[Actor] a Santika Hotel waiting for [Goal] you [Circ: Extent] no matter where [Actor] you choose to roam

transitive transformative

Ad53C167

[Actor] every Santika Hotel offers [Goal] the same winning combination of traditional designs and service that comes from the heart

transitive transformative

Ad53C168

[Circ: extent] wherever [Actor] your leisure or business travel may lead [Goal] you, [Actor] you will find [Goal] Santika Indonesia Hotels and Resorts [Circ: manner] at your service

transitive transformative

Ad54C170 share [Goal] the fun [Circ: location] at

J.Co transitive transformative Ad55C172 [Actor] a pleasant surprise is waiting

for [Goal] you transitive transformative Ad55C177 [Actor] that carries [Goal] our heritage transitive transformative

Ad55C179

[Actor] that delivers [Goal] uncompromised handling and performance

transitive transformative

Ad56C181 get [Goal] spectacular holiday [Circ:

accompaniment] with fantastic offer transitive transformative Ad57C182 unleash [Goal] your potential transitive creative Ad57C184 [Goal] who to call intransitive transformative

195

Appendix 6: The Distribution of the Social Actor Representation Data in the Data

Label descriptions: Social actors: 1. N : Narratee 2. B :Brand 3. P : Product 4. E : Endorser

Representational choices: 1. S : Suppressed

2. B : Backgrounded 3. I : Included 4. Act : Activated 5. Pas : Passivated 6. P : Personalized 7. A : Abstracted 8. Sp : Spatialized 9. In : Instrumentalized 10.So : Somatized

Code Representational Choice

S B I Act Pas P A Sp In So

Ad1C1 NBP BP BP BP

Ad2C2 N

Ad2C3 BP N NBP N BP BP Ad2C4 N BP B NBP B NBP Ad3C5 N BP

Ad3C6 N BP

Ad3C7 E E E

Ad3C8 N BP Ad3C9 N BP Ad4C10 N BP

Ad4C11 N BP BP BP

Ad4C12 N BP B BP BP BP BP BP Ad4C13 N BP B BP BP BP BP BP Ad5C14 N BP BP BP BP Ad6C15 NBP N N N

Ad6C16 NB NP N NBP N NBP

Ad6C17 NBP N N

196

Ad6C19 NBP

Ad6C20 B B B B B

Ad7C21 NBP N N NP N P N

Ad7C22 B B B B

Ad7C23 N N N N

Ad7C24 N B B B Ad7C25 NP B B B

Ad7C26 BP B P B BP

Ad8C27 NBP BP BP

Ad8C28 B B B B

Ad8C29 B B B B

Ad8C30 NBP Ad8C31 NBP

Ad9C32 BP BP BP

Ad9C33 BP BP BP BP BP

Ad10C34 BP P P P

Ad10C35 NBP N N NBP N NBP

Ad10C36 BP NBP NB BP N BP BP Ad10C37 NBP N N N N N Ad10C38 BP BP BP BP BP Ad11C39 B

Ad11C40 BP

Ad11C41 BP P P P P P Ad11C42 BP P P P P P

Ad11C43 B P P P P

Ad12C44 BP BP BP BP

Ad12C45 N N N N N N Ad12C46 BP N NBP N BP Ad12C47 BP

Ad13C48 BP

Ad13C49 NBP NBP NBP Ad13C50 B

Ad14C51 NB B B B

Ad15C52 NBP NBP NBP Ad15C53 B P P P

Ad16C54 NB N N N N N

Ad16C55 BP B BP BP BP

Ad16C56 NBP BP BP

Ad17C57 BPE E E E Ad17C58 BPE

Ad18C59 NB Ad18C60 N

Ad18C61 NBP P P P P

Ad19C62 N

Ad19C63 B B B B Ad20C64 B N N N

Ad20C65 NB BP B BP B BP Ad20C66 NB NB N NB N

Ad20C67 BP BP B BP BP BP Ad20C68 P NBP B NP NB P P Ad21C69 NBP NBP NBP NBP NBP Ad21C70 NB B NB B N

Ad21C71 NB NB NB

Ad22C72 NB N N N N N N Ad22C73 BP BP B BP BP P Ad22C74 BP

Ad22C75 B P P P

Ad22C76 NBP B BP NBP NB NBP BP Ad23C77 B

Ad23C78 BP P P P P

Ad23C79 N BP BP BP BP Ad24C80 NBP

Ad24C81 NBP NBP NBP NBP NBP NBP

Ad25C82 N B B B

Ad26C83 NB

Ad26C84 B B B B B

Ad27C85 NP P P

Ad27C86 NP P P P

Ad27C87 NP P P

Ad27C88 NB NP NP N NP P Ad28C89 NB B N N B Ad29C90 NBP N N NBP N NBP Ad29C91 N NB NB N NB B Ad30C92 NB

Ad30C93 BP BP BP P BP BP Ad30C94 BP BP BP

Ad30C95 NB NBP NB NBP N NB BP Ad31C96 NBP

Ad31C97 BP P P BP P B Ad31C98 N

Ad31C99 N BP BP BP Ad32C100 B

Ad33C101 N N N

Ad33C102 NB

Ad34C103 N P B B P BP Ad35C104 BP BP B BP BP

198

Ad35C105 P B BP P BP Ad35C106 BP P BP BP

Ad35C107 N N N N

Ad36C108

Ad36C109 NBP BP NP NBP Ad37C110 BP

Ad37C111 BP Ad37C112 N

Ad37C113 NBP BP BP

Ad37C114 B P P P

Ad38C115 NBP

Ad38C116 BP BP BP BP

Ad38C117 BP P P P P

Ad38C118 NBP N N NP N NP P Ad38C119 BP N N BP N BP

Ad39C120 NB

Ad39C121 NBP NBP NB NBP N NBP Ad39C122 NBP BP BP

Ad40C123 B B B B

Ad40C124 NB B B

Ad40C125 BP BP B BP BP Ad41C126 NBP N N N

Ad42C127 BP BP B BP BP BP Ad42C128 BP B BP BP BP BP Ad42C129 BP BP B BP BP P

Ad43C130 B B B B

Ad43C131 B

Ad43C132 N B B B

Ad43C133 NBP N N N N N

Ad43C134 NBP N N

Ad43C135 BP BP BP

Ad43C136 BP N N NBP NBP NBP

Ad44C137 NB N N

Ad44C138 BP P P

Ad44C139 BP B BP BP BP Ad44C140 BP BP BP BP BP BP Ad44C141 BP NP P N N P P Ad44C142 NBP BP BP BP BP Ad44C143 NP B B BP BP Ad44C144 NP B B BP BP Ad45C145 BP BP BP BP BP

Ad46C146 BP BP B BP BP BP Ad46C147 P B B P B P

Ad46C148 NB B B B B

Ad47C149 NB N N NB N NB Ad47C150 NB B B B B

Ad47C151 B B B B

Ad48C152 B P P P P

Ad48C153 NBP

Ad48C154 N NB NB N N NB Ad49C155 NB N NB N NB N

Ad49C156 NB B B B

Ad50C157 NBP NP N NP N NP

Ad50C158 B B B B

Ad50C159 NBP N NP N N NP

Ad51C160 B B B B B

Ad52C161 B B B B

Ad52C162 NBP N N NP N NP Ad53C163 B

Ad53C164 BP P P P P

Ad53C165 BP BP BP

Ad53C166 NBP NBP N N BP

Ad53C167 BP BP BP

Ad53C168 NB NB NB NB N NB B Ad53C169 B B B B B

Ad54C170 N BP B BP BP BP

Ad55C171 BP BP BP

Ad55C172 BP N BP N N BP Ad55C173 B BP B BP BP

Ad55C174 BP NBP BP NBP N BP BP Ad55C175 BP BP BP BP BP Ad55C176 BP BP BP BP BP Ad55C177 BP B BP B BP

Ad55C178 BP N N P N P Ad55C179 BP BP BP BP Ad55C180 BP BP B BP BP Ad56C181 NBP B P BP Ad57C182 NB N NB N N NB Ad57C183 B N N B N B

Ad57C184 NB B B

Ad58C185 N BP Ad58C186 N BP

Ad59C187 E E E