A PRAGMATICS ANALYSIS ON PUBLIC SERVICE ANNOUNCEMENTS IN TIME, NEWSWEEK, AND READER’S DIGEST MAGAZINES A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education
A PRAGMATICS ANALYSIS ON PUBLIC SERVICE ANNOUNCEMENTS
IN TIME, NEWSWEEK, AND READER
’S DIGEST MAGAZINES
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements
to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Christina Sudyasjayanti
Student Number: 071214088
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM
DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2012 i
A PRAGMATICS ANALYSIS ON PUBLIC SERVICE ANNOUNCEMENTS
IN TIME, NEWSWEEK, AND READER
’S DIGEST MAGAZINES
A SARJANA PENDIDIKAN THESIS
Presented as Partial Fulfillment of the Requirements
to Obtain the Sarjana Pendidikan Degree
in English Language Education
By
Christina Sudyasjayanti
Student Number: 071214088
ENGLISH LANGUAGE EDUCATION STUDY PROGRAM
DEPARTMENT OF LANGUAGE AND ARTS EDUCATION
FACULTY OF TEACHERS TRAINING AND EDUCATION
SANATA DHARMA UNIVERSITY
YOGYAKARTA
2012
He makes all things beautiful, in His time.
“In His Time” Dedicated to my beloved parents:
…. Bapak J. S Adi Sugijanta ….and Ibu Lusiana Sutinem iv
ABSTRACT
Sudyasjayanti, Christina. (2012). A Pragmatics Analysis on Public Service
Announcements in Time, Newsweek, and Reader’s Digest Magazines. Yogyakarta:
English Education Study Program Sanata Dharma University.
Public Service Announcement (PSA) is a kind of non-commercial advertisement which intends to serve public interest by raising awareness of an issue, affecting public attitudes, and potentially stimulating action. The message on PSA usually contains a certain meaning that is difficult to interpret. Further, communication process requires that the message should be understood to make successful persuasion in advertisement. There are two questions would be answered through this research: 1) How does the headline of the PSAs obey Grice’s Cooperative Principle? 2) How do the headline and subhead on PSAs presuppose to express the speaker’s meaning?
Grice’s CP has four guidelines to achieve successful communication process. They were maxim of quality, maxim of quantity, maxim of relevance, and maxim of manner. Besides, advertisements usually express the indirect ideas rather than the direct ideas. Thus, it is important to find out the indirect idea that is expressed on advertisement through finding out the presupposition. This research on presupposition would lead the reader to find the presupposition function in advertisement.
The method used in this qualitative research was document analysis. The researcher took 22 PSAs from Time, Newesweek, and
Reader’s Digest published on
January 2010 up to March 2011. The advertisements were limited on display advertisements. The researcher was the primary instrument in this research. In order to analyze the data, the researcher has conducted several steps that proposed by Creswell (1998) as cited by Leedy and Ormrod (2005, p.151). They are: 1) organizing the data, 2) perusing the data, 3) identifying the data, and 4) synthesizing. To answer the second question, the researcher has conducted a library study to gain better understanding of the problem to interpret the possible answer.
The headline identification found that 20 headlines are in agreement with maxim of quality, 20 are in agreement with maxim of quantity, 20 are in agreement with maxim of relevance, and 16 in agreement with maxim of manner. On the other hand, two headlines in disagreement with maxim of quality, two in disagreement with maxim of quantity, two headlines in disagreement with maxim of relevance, and six disagree with maxim of manner. Those in disagreement headlines are aimed at making the advertisement interesting. By finding out the presupposition of headline and subhead, the researcher concluded that the speaker’s meaning usually does not express directly. Presupposition was used to express the persuasive meaning to persuade addressees using the product or service, express the interest meaning to attract addressees to join urgent program, and express the memorable advertisement. Additionally, those PSAs were useful for the English teacher to provide the authentic sources for learning process.
: advertisement,
Key words
Grice’s maxim, public service advertisement, presupposition, pragmatics analysis. vii
ABSTRAK
Sudyasjayanti, Christina. (2012). A Pragmatics Analysiss on Public Service
Announcements in Time, Newsweek, and Reader’s Digest Magazines. Yogyakarta:
Pendidikan Bahasa Inggris Universitas Sanata Dharma.
Iklan layanan masyarakat digolongkan kedalam iklan non-komersial yang dimaksudkan untuk memberi keuntungan pada masyarakat dengan meningkatkan kesadaran terhadap isu tertentu, mempengaruhi tingkah laku masyarakat, dan berpotensi menstimulasi suatu tindakan. Pesan yang terkandung dalam iklan layanan masyarakat umumnya membawa suatu makna tertentu yang sulit diinterpretasikan. Lebih lanjut, proses komunikasi membutuhkan pesan yang dapat dimengerti dengan baik dengan tujuan untuk membuat bujukan yang sukses dalam iklan. Dua buah pertanyaan yang akan dijawab dalam penelitian ini adalah: 1) Bagaimanakah kesesuaian headline iklan layanan masyarakat terhadap cooperative
principle Grice? 2) Bagaimanakah headline dan subhead dari iklan layanan
masyarakat diekpresikan guna mengetahui maksud pengiklan? dari Grice mempunyai empat garis besar guna
Cooperative Principle
mencapai proses komunikasi yang berhasil. Keempat garis besar itu ialah maxim of
quality, maxim of quantity, maxim of relevance, and maxim of manner . Disamping
itu, iklan pada umumnya mengekspresikan gagasan secara tidak langsung daripada gagasan secara langsung, sehingga sangat penting untuk menemukan gagasan yang tidak langsung tersebut dengan menemukan presupposition dari iklan. Selain itu, penemuan dari presupposition tersebut akan menuntun pada fungsi presupposition dalam iklan.
Metode yang digunakan pada penelitian kualitatif ini ialah dokumen analisis. Peneliti mengambil 22 iklan layanan masyarakat dari Time, Newesweek, and
Reader’s Digest yang terbit pada Januari 2010 sampai Maret 2011. Iklan yang
diambil dibatasi pada iklan display. Peneliti adalah instrument utama dalam penelitian ini. Untuk menganalisa data, peneliti telah melakukan beberapa langkah yang diusulkan oleh Creswell (1998) seperti dikutip dalam Leedy dan Ormrod (2005). Langkah-langkah tersebut ialah: 1) mengorganisir data, 2) mengkaji data, 3) mengidentifikasi data, dan 4) mensintesa (p.151). Untuk menjawab pertanyaan kedua, peneliti telah melakukan studi pustaka untuk mendapatkan pemahaman yang mendalam yang akan digunakan untuk mengurai kemungkinan jawaban.
Identifikasi pada headline menemukan bahwa 20 headline sesuai dengan
maxim of quality , 20 sesuai dengan maxim of quantity, 20 sesuai dengan maxim of
relevance , dan enam belas sesuai dengan maxim of manner. Selain itu, dua
headline tidak sesuai dengan maxim of quality, dua tidak sesuai dengan maxim of , dua tidak seuai dengan maxim of relevance, dan dua tidak seuai dengan
quantity
. Headline yang tidak sesuai tersebut bertujuan untuk membuat
maxim of manner
iklan lebih menarik. Dengan menemukan presupposition dari headline dan subhead , dapat disimpulkan bahwa maksud pengiklan biasanya tidak diekspresikan secara langsung. Presupposition berfungsi untuk mengekspresikan makna persuasif guna membujuk si penerima dengan menggunakan barang atau jasa, untuk mengekspresikan makna penting guna menarik si penerima agar berpartisipasi viii dalam program penting, dan untuk mengekspresikan iklan agar mudah diingat. Sebagai tambahan, iklan layanan masyarakat tersebut berguna bagi guru Bahasa Inggris untuk memberikan sumber yang autentik bagi proses belajar.
Kata kunci: iklan,
Grice’s maxims, iklan layanan masyarakat, presupposisi, analisa pragmatik.
ix
ACKNOWLEDGEMENTS
Above all, I would like to praise my Lord and my savior, Jesus Christ. He is the one I have put my life on, thank you for giving me so much love and strength that I could finally accomplish this wonderful project. I thank Him for lots of lessons He has given to make me more mature. All I could say is that I am nothing without Him.
I also would like to express my gratitude to those who have supported me. First, I would like to thank Carla Sih Prabandari, S.Pd., M.Hum., my sponsor, for her guidance and advice in the completion of my thesis. I am grateful to her carefulness to give me the meaningful improvements for my thesis.
Second, I also thank all the lecturers and the staff of English Language
Education Study Program
for their participation in my “journey.” I thank them for the knowledge and experiences they have shared. I believed that the knowledge and experiences will be so much useful for me in the future.
Third, my deepest gratitude goes to my beloved parents, Bapak J.S. Adi and Ibu Lusiana Sutinem. Their love shines on me like the sun. Their
Sugijanta
hopes and prayer are my strength to go through and do all I have to do. My sincere thanks also go to my brother, Agung Prasanto Nugroho who always scoffs to motivate me finish this project. Finally we graduate together.
Fourth, I would like to appreciate all precious moments I have shared in PBI, especially Antonita Ardian Nugraheni, Yovita Aurelia K, Skolastika Yuli
Krisnawati , Aghata Wikandhita P, Nurvitasari, Gabriella Sandya Puspita, and
x all my friends in Borrowed Beauty. I thank them for their never-ending support that keeps me strong to move on. This friendship will never end and the memories will remain.
Christina Sudyasjayanti xi
TABLE OF CONTENTS
TITLE PAGE ………………………………………………………………… i
APPROVAL PAGE ………………………………………………………….. ii
DEDICATION PAGE………………………………………………………... iv STATEMENT OF
WORK’S ORIGINALITY………………………………. v
PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH ….………….. vi
ABSTRACT ………………………………………………………………….. vii
ABSTRAK
…………………………………………………………………….. viii ACKNOWLEDGEMENTS
………………………………………………….. x TABLE OF CONTENT
S…..………………………………………………… xii LIST OF TABLES.. ………………………………………………………….. xv
LIST OF FIGURES …………………………………………………………... xvi
CHAPTER I. INTRODUCTION A.
1 Research Background…………...………………………………...
B.
5 Problem Formulation…………...………………………………… C.
5 Problem Limitation………………………………………………..
D.
6 Research Objectives……………………………………………….
E.
6 Research Benefits………………………………………………… F.
7 Definition of Terms……………………………………………….
CHAPTER II. REVIEW OF RELATED LITERATURE A. Theoretical
9 Background…………..……………………………….
1. Adv 9 ertisement……..…………………………………………..
a. The
11 Elements of Advertisement………………………..
13 b. The Requirement of a Good Advertisement…………...
2. Co mmunication……..………………………………………… 14
3
17 . The Grice’s CP Maxims………………………………………
4. Pr esupposition………………………………………………… 21
5. Sentence Meaning and
23 Speaker’s Meaning…………………... xii
B. Theoretical Framework 25 ………………………………....................
CHAPTER III. METHODOLOGY A. Research Method ………………………………………….............. 27
B. Research Subject ………………………………………………….. 28 C.
Research Instrument……….……………………………………… 29
D. Data Gathering Technique………………………………………... 30
E. Data Analysis Technique………………………………………….. 31
F. Research Procedure ………………………………………………... 33
CHAPTER IV. RESEARCH RESULTS AND DISCUSSIONS A. The Headlines Agreement on Grice’s CP Maxims………...……... 35
1. The Maxim of Quality………………………………………… 37
2. The Maxim of Quantity……………………………………….. 40
3. The Maxim of Relevance……………………………………... 42
4. The Maxim of Manner………………………………………... 45
46 B. The Speaker’s Meaning on Headlines and Subheads…………….
1. Advertisement 1 (WWF)……………………………………… 47
2. Advertisement 2 (Tetra Pak)………………………………….. 48
3. Advertisement 3 (World Food Programme)…………………... 49
4. Advertisement 4 (National Geographic Organisation)………... 50
5. Advertisement 5 (World Food Programme )…………………. 51
6. Advertisement 6 (World Food Programme)…………………... 52
7. Advertisement 7 (WWF)……………………………………… 54
8. Advertisement 8 (Jesuit Refugee Services)…………………… 55
9. Advertisement 9 (World Food Programme)…………………... 56
10. Advertisement 10 (Habitat for Humanity)…………………... 57
11. Advertisement 11 (Shell)…………………………………….. 57
12. Advertisement 12 (WWF)…………………………………… 58
13. Advertisement 13 (Orbis)……………………………………. 59 xiii
xiv
2. Future Research……………………………………………….. 68
81 Appendix 8: The PSA from Reader’s Digest Magazine……………..
79 Appendix 7: The PSA from Newsweek Magazine…………………...
77 Appendix 6: The PSA from Time Magazine………………………...
74 Appendix 5: Tabel of Headline O bedience to Grice’s CP Maxims….
72 Appendix 4: The List of Bodycopy………………………………….
71 Appendix 3: The List of Subhead……………………………………
70 Appendix 2: The List of Headline…………………………………...
Appendix 1: The List of Advertisement Published………………….
3. English Language Teacher……………………………………. 68 REFERENCES……………………………………………………………….. 69 APPENDICES
1. The Copywriter and Advertiser……………………………….. 67
14. Advertisement 14 (Jesuit Refugee Services)………………… 59
CHAPTER V. CONCLUSIONS, IMPLICATIONS, AND SUGGESTIONS A. Conclusions……………………………………………….............. 65 B. Implications……………………………………………….............. 66 C. Suggestions …………………………………..………………......... 67
22. Advertisement 22 (WWF)…………………………………… 64
21. Advertisement 21 (Medical Sans Frontiers)…………………. 63
20. Advertisement 20 (EDF for Thaila nd)………………………. 63
19. Advertisement 19 (Shell)…………………………………….. 62
18. Advertisement 18 (WWF)…………………………………… 62
17. Advertisement 17 (Heifer International)…………………….. 61
16. Advertisement 16 (Tetra Pak)……………………………….. 61
15. Advertisement 15 (Shell)…………………………………….. 60
84
xv
LIST OF TABLES
Table Page
4.1 The amount of headlines obedience and violate to the maxims.
……………………
36
LIST OF FIGURES
Figure Page
2.1
11 The Advertisement’s Elements …………………
2.2 Constitutive Factors of Speech Event
15 …………………
2.3 Human Communication Process by Peter & Olsen (in Arens, 2006, p.9)
16 …………………
2.4 Chocolate Advertisenment
18 …………………
2.5 The Relationship of Semantic Meaning and Speaker’s Meaning (in Fasold & Linton: 2006)
24 …………………
3.1 Data Analysis Spiral (based on Creswell, 1998 on Lady and Ormord, 2005)
32 ………………… xvi
CHAPTER I INTRODUCTION This chapter contains six sections that describes the nature of the research. It describes the researcher
‟s ideas. This chapter consists of the research background, the problem formulation, the problem limitation, the research objectives, the research benefits, and the definition of terms.
A. Research Background
Advertisement is common in our daily life, as in billboard, magazine, newspaper, and television. Advertisement is usually used to advertise a certain product. Each advertisement has their characteristics. In order to attract people advertisements usually use interesting language and contain a certain message on it. According to Goddard (1998)
“the terms of „advertisement‟ and „advertising‟ have, at their root, a Latin word, „adverte‟, meaning „turn towards‟ (p. 9).” AMA
(American Marketing Association) on Berkman (1980) describes advertising as,
“any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor (p. 11).
” In some cases advertisements which are in free charge called the noncommercial advertisements usually have donators. The noncommercial advertising aims to the intangible humanitarian social causes, political ideas or issues, philosophic or religious position, or particular attitudes and viewpoints, which are created by the nonprofit organization. It is supported by Marcel Danesi (2002) that advertising is not only for the commercial importance (para. 222).
2 Bovee and Arens (1986) says, “Stimulate inquiries for information, popularize social cause, change activity habits, decrease waste of resources, communicate political viewpoint, improve public attitude, inform public of new cure, and remind people to give again (p. 579).
” It is used as the objectives of noncommercial advertisement.
Advertising is categorized a mass communication; it means that people are involved in. The involved people are the consumer or buyer, the copywriter, and the producer or the businessman. Thus, advertisement should inform the complete information for the consumer; it means that the advertisement should contain the product‟s features, the ingredients, the price, and the location where it to sell. Hence, advertisement is functioned as a persuasive tool to persuade the consumer. Through advertisement, hopefully the consumer would buy the product. Bovée and Arens (1986) say,
“advertising is salesmanship in print (p. 5).” Advertisement works as well as a salesman to sell the product. The salesmanship of advertisements has proved by its language to persuade people.
According to Arwood (1983), “Communication refers to the conveyance of an intended message so as to act to alter a hearer‟s attitudes, beliefs, or behaviors (p. 25).
” A good communication happens when the message is received clearly. Jacobson on his principle explains that to make the message understandable, the message should contain a context about what the addresser intent to say. The context formed on code; and finally the contact between the addresser and the addressee happened. Communication is closely related to language as the tool to communicate. It is one of the reasons why the copywriter
3 makes their advertising interesting to addressee. Goddard (2002) explains that the purpose of it is to make the readers respond quickly or to make us being informed about the services or products clearly. Besides, it makes the meaning of advertising life because the readers understand the message clearly. Thus, in the printed advertisement the advertiser makes it speaks through text. Goddard (2002) says
, “The word „text‟ here is used in its widest sense, including visual artifacts as well as verbal language (p.6) .” There are many ways to make advertisement interesting, the copywriter uses the attractive picture, font, and words to make the hearer or the reader interested.
Boove and Arens (2006) say, sometimes the copywriters use improvisation in language. They make the improvisation of the standard terms in order to make the advertisements interesting for the readers or listeners and to change the communication. Mostly, the language in advertising uses the figurative language.
Goddard (2002) says that the other visual features such as layout and images attract the readers and listeners interest.
In the communication process, both addresser and addressee have important roles. The addresser has to communicate the conveyed meaning to the addressee. It will be successful if the message from the addresser can be delivered to the addressees. Besides, the addresser and the addressee should understand the topic of conversation to make the conversation understandable. Advertisement has some sections to describe the contained message, which consists of some words.
In order to make successfully delivery, the content words should be effective and efficient.
4 A successful communication involves both the addresser and the addressees, because they have a certain role in a communication process. The addresser
‟s duty is to deliver the message he/she wants to convey. On the other hand, the addressees ‟ duty is to interpret the message from the addressees. In order to make the communication exist, both addresser and addressees should have the same perception about the communication topic. It is aimed to avoid the misunderstanding between them. Besides, both addresser and addressees ought to have the background knowledge about what are they talking about. The conveying message from the addressees could be a statement, command, or question.
This research aims to analyze the language use in advertisement as a communication tool. Besides, the researcher aims to analyze the intention of the advertisement, through analyzing the presupposition of the headline and subhead. In order to limit the research, the researcher will analyze twenty-two Public Service Announcements which have been taken from Time, Newsweek, and
Reader ’s Digest magazines which have been published on January 2010 up to
March 2011. The researcher decided to analyze PSA because they have the specific purpose to give the benefit for society. Moreover, it is aimed for humanity and does not expect the commercial benefit. The non-benefit advertisement is very interesting and it successfully attracts the addressees‟ attention. It was proven by many actions to create awareness of our earth.
5 B.
Problem Formulation
There are two problems which will be discussed in this research. The problems are formulating as follows.
1. How does the headline of the PSAs obey Grice‟s Cooperative Principle? 2.
What do the headline and subhead on PSAs presuppose to express the speaker‟s meaning?
C. Problem Limitation
In this research, the researcher analyzes the twenty-two Public Service Announcements taken from Time, Newsweek, and
Reader’s Digest magazines
published on January 2010 up to March 2011. Bovee and Arens (1986) state, “their particular mission in life, be it politics, welfare, religion, conservation, health, happiness, or love (p.578)
” those are the aims of PSA. The researcher chooses the display advertisement. According to Bovee and Arens (1986) the qualification of display advertisement has four major elements; headline, body copy or text, picture or image, and typography (para. 404). The researcher focuses to analyze the headline of PSA because headline is the leading position in advertisement.
Arens (2010) says that, “The headline contains the words leading position in the advertisement
- – the words that will be read first and are situated to draw the most attention (p. 417).”
The researcher limits the discussion into two parts. The first part focuses on the agreement of PSA‟s headline to Grice‟s CP maxims. Through this analysis the researcher will find out the effectiveness of the headline in order to utter the
6 message. On the second part, the researcher is analyzing the headline and subhead presupposition in order to find out what the speaker intention to say.
D. Research Objectives
The objectives of this research are to answer the questions stated in the problem formulation. This research is aimed to:
1. analyze the headline agreement on Grice‟s CP maxims 2. analyze the headline and subhead presupposition to find out what the speaker‟s intention.
E. Research Benefits
The benefits of this research are: 1. The benefits for English Language learners are: a.
The learners will have a wider perspective in the language of advertising.
b.
The learners will have a broader study about the meaning.
c.
The learners will able to use the appropriate terms used in advertising. If they want to persuade somebody they should use the appropriate words.
2. The benefit for the advertiser: It helps the advertiser to make the comprehensive advertisement for addressees.
3. The benefit for the future advertisement research: The researcher hoped that this research helps the future research on pragmatics research.
7 F.
Definition of Terms 1.
Pragmatics Analysis In this study, the researcher focusing on analyzing how succeed an advertisement delivers the message to the addressee and how the headline and subhead express the advertiser‟s meaning. In order to achieve the successful communication between addresser to addressees, the addresser should consider the determined rules. Beside, when the speaker utters something, the speaker should consider the language used and the situation when the speaker speaks in order to avoid misunderstanding. Portner says, as cited by Fasold & Linton (2006)
, “Pragmatics focuses on the use of language in particular situations; it aims to explain how factors outside of language contribute to both literal and nonliteral meaning which speakers communicate using language (p. 137)
.” It is supported by W iddowson (1996), “This is not the same as what people mean by the language they use, how they actualize its meaning potential as communicative resource. This is the concern of pragmatics (p. 61)
.” This pragmatics analysis consider what people mean by the use of language both literal and nonliteral in a particular communication process.
2. Public Service Announcement
Public Service Announcement or usually called “iklan layanan
masyarakat
” is divided into the types of advertisement. This advertisement focuses on humanity purpose and does not expect the economical benefit from it.
The advertiser expects the benefits for society, such as the changes in society. It was supported by Widyatma (2005) Public Service Announcement is a persuasive
8 advertising used to inform something, persuade or educate the society in order to get the social benefit. The social benefit means the growth of knowledge, attitude awareness, the behavior change on society through some problems, and get the good image in society (para. 104). This research discusses PSA that appeared on the printed media.
3. Time, Newsweek, Reader’s Digest Magazines Those are some international magazines where published on Indonesia.
Magazine belongs to printed media advertising. It supports by Arens (2006) who states , “The terms of print media refers to any commercially published printed medium
- – such a newspaper or magazine – that sells advertising space to a variety of advertisers (p. 127)
.” The data takes from some editions issued in January 2010 up to March 2011.
CHAPTER II REVIEW OF RELATED LITERATURE This chapter is divided into two main parts namely theoretical background
and theoretical framework. Theoretical description presents the theories related to this research. Meanwhile, the theoretical framework explains the organized theory to accomplish this study.
A. Theoretical Background
This theoretical description is presented in order to obtain a good understanding of language in advertising. This section consists of the theory about advertisement, communication,
Grice‟s maxims, presupposition, and sentence and speaker‟s meaning.
1. Advertisement
Advertisement is a kind of communication tool for a product used to persuade the addressee. It contains the information about the product. Many advertisers create the most interesting advertisement in order to obtain more benefit. Advertisement comes as the product of advertising. There are many definitions of advertising. Arens (2006) states
, “Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (p. 7).
” Weilbacher (1984) in his book states that, “Advertising is communication that provides generally useful, relevant, and pertinent information upon which the consumer either acts immediately or stores for later reference, application, and use (p. 13)
.” Thus, it
10 can be concluded that advertising is communication of nonpersonal information that is useful, relevant, and inviting.
Bove and Arens (1986) mention the basic functions of advertising. The first is to make the product different from other. The second is to inform the society about the product. The third is to pursue the consumer to buy the product or service. The fourth is to spur on the product disseminating. The last is to raise the use of the product. On the other side, Goddard (2002) mentions the purpose of making advertisement by the copywriter, “The whole aim of the copywriters is to get us to register their communication either for purpose of immediate action or to make favorably disposal terms to the advertised product or service (p. 9)
.” Therefore, the purposes of advertisement are to inform and to persuade the addressee about the product.
The example of noncommercial advertisement is PSA, Public Service Announcement. Federal Communication Commision (The Museum of Broadcast Communication) explains about the principal definition of PSA: any announcement (including network) for which no charge is made and promotes programs, activities, or services of federal, state or local governments (e.g. recruiting, sale of bonds, etc.) or the programs, activities, or services of nonprofit organizations (e.g. United way, Red Cross blood donations, etc.) and other announcement regarded a serving community interests, excluding time signals, routine weather announcements and promotional announcements.
The history explains that PSA appeared into the entry of US into World War II. Many radio broadcasts and advertising agencies offered to takes the effort of public service announcement. Since the end of World War II, the principle of PSA implements by radio broadcasts and advertising agencies which conduct on
11 Advertising Council. Thus, any kind of advertisement that contains the concept of PSA called Public Service Announcement.
a. The Elements of Advertisement
According to Arens (2006, pp. 407-424), the key in printed advertising is made up of some elements.
Headline Subhead Bodycopy Slogan
Figure: 2.1 The Advertisement’s Elements
1) Headline It contains the words in leading the advertisement; the word functions to draw the most attention to the advertising. The headline usually appears in a larger type than other part of advertisement. An effective headline can attract attention, engage the audience, explain the visual, lead the audience into the body of the ad, and present selling message. The headline divided into five types; benefit
12 headlines functions to promise the audience that experiencing the utility of the product or service will be rewarding, news/information headline functions to awake the readers‟ curiosity, question headline functions to attract the reader to search for the answer to the advertising question in the body of ad, and a command headline functions to make the reader do something through the order given. 2) Subheads It is a smaller headline that appears above the headline, or called kicker (or overline). Subhead generally appears on boldface or italic. It carries less important information than the headline and formed like a sentence and longer than the headline. Subhead appears in order to give a short explanation about the advertisement. 3) Body Copy Its function is to tell the readers about the complete sales story, it is also called a text. Body copy contains the features, benefit, and the utility of the product and service. 4) Slogans Slogans also called as taglines or theme line. Slogans have two major purposes: to provide continuity to a series of ads and to make the advertising brief, repeatable, and memorable in positioning statement. 5) Seal, Logotypes, and Signature Seal is awarded only when a product meets standards established by a particular organization which has recognized authority, their seals provide an independent,
13 value endorsement for the advertiser‟s product. Logotypes (logos) and signature cuts (sign cuts) are specially designed to the company or product name.
b. The Requirement of a Good Advertising
The message on advertising is determined by what and how the company tries to express through advertising. In order to make the clear communication, copywriter should have a certain conditional for ads. Bovee and Arens (1986) mentioned the majors of a good copy in advertisement are: 1)
Attention The first objective in making an advertisement is to gain the attention from the customers. It is the major job description for a copywriter. The copy writer should determine the size of the ad and also the place where the ad will be published. 2)
Interest After we have got the customers‟ attention, we should keep their interest by giving some reasons why they have to choose this product. The advertising should convince and persuade the customers. In this term, the copywriter can use cartoon characters, subhead, interior illustration, storyline copy, or charts and table.
3) Credibility
Nowadays, the customers are cleverer. They demand an evidence to convince themselves. The customers want something that is not manipulated. Credibility sometimes added to the ad by using a presenter. 4)
Desire To make the customers buy the product or service, a copywriter should encourage their desire. A copywriter has to inform the customers about the benefit of the
14 product; a copywriter should know the customers well. The information of the product should increase customer‟s desire. 5)
Action An advertisement contains an action message. The act can be direct or indirect. In this case a copywriter can insert the implicitly message in the advertisement.
2. Communication
Communication is closely related to advertising. The advertising is a communication media of the speaker to the addressee. As defined by Weilbacher (1984
), “The purpose of advertising is to communicate information – logical, emotional, or evaluative
- – to prospective purchasers or to people who will affect the advertiser‟s future goals in one way or another (p. 459).” Advertising is used for two purposes, to obtain the economical benefit and to affect the addressee.