An analysis on the language features of the commercial videos of Kopiko Advertisements in Indonesia and the Philippines.

ii v T C A R T S B A a ti r d n a x e l A a l u a P , n a w a m r a

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d n a g n it e k r a m s ti d n a y ti l a u q t n e ll e c x e ’ s t c u d o r p s ti f o t l u s e r a s i t e k r a m e h t n i d e s u h s il g n E e h T . g n i s it r e v d a s e d u l c n i t a h t y g e t a rt s n o it o m o r p e g a u g n a l e h t e r o f e r e h t , s r e m u s n o c e h t t c a rt t a o t l a it n e s s e e r a s t n e m e s it r e v d a f o s e r u t a e

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if signiifcance simlia irite s o r differences between Indonesia and the .s e n i p p il i h

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( eritsement .Thoser elatedt heo ire swereessenita l n i s e r u t a e f e g a u g n a l e h t f o e s u e h t e z y l a n a o

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h t s e r u t a e f r o j a m e m o s e r e w e r e h t h g u o h tl a s u o ir a v e r e

w a t dominated the

f o e s u e h T . d e s u y l e r a r r o d e s u t o n e r e w t a h t s e r u t a e f e m o s d n a e l y t s e g a u g n a l e h t d n a g n i s it r e v d a e h t f o e s o p r u p e h t y b d e c n e u lf n i e r e w s e r u t a e f e g a u g n a l e s o h t t a h t d e w o h s o s l a s g n i d n if e h t , n o it i d d a n I . s t n e m e s it r e v d a e h t n i t u p s t n e m e l e n e e w t e b e c n e r e ff i d t n a c if i n g i s o n s a w e r e h

t Kopiko adveritsements i n Indonesia d l u o c h c r a e s e r s i h T . s e r u t a e f r a li m i s d e s u y lt s o m y e h t e c n i s s e n i p p il i h P e h t d n a n i s ll i k s d n a e g d e l w o n k r i e h t h c ir n e o t s r e s it r e v d a d n a s t n e d u t s y b d e s u e b a e t r o f d n a h s il g n

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s d r o w y e

ii i v K A R T S B A . ) 5 1 0 2 ( . a ti r d n a x e l A a l u a P , n a w a m r a

D An Analysi son t heLanguageFeature sof f o s o e d i V l a i c r e m m o C e h

t Kopiko Adveritsement s in Indonesia and the .s e n i p p il i h

P Yogyakatra :Program Stud iPendidikan Bahasa Inggirs ,Universtia s . a m r a h D a t a n a S k u d o r

P -produkl okalI ndonesiat elahmula imenarikperhaitanpasa rglobal . a i s e n o d n I i r a d s e s k u s g n a y l a k o l k u d o r p u t a s h a l a s i a g a b e s o k i p o

K telah

l a k o l k u d o r p a w h a b n a k it k u b m e m i n i l a H . g n i s a a r a g e n i a g a b r e b i a p a c n e m i d o k i p o K n a s e s k u s e K . l a n o it a n r e t n i a i n u d i d r a s e b i s n e t o p i k il i m e m a i s e n o d n I i g e t a rt s n a d k i a b s a ti l a u k r e b g n a y k u d o r p i r a d l i s a h n a k a p u r e m l a b o l g r a s a p s a k il b u p a t r e s n a r a s a m e

p iyatiuperiklanan .Bahasa I nggri syangdipaka idalam n a it il e n e p u ti a n e r a k , n e m u s n o k n a it a h r e p k i r a n e m m a l a d n a r e p r e b o k i p o K n a l k i r a t a l a y n g n it n e p n a k u m e n e m k u t n u o k i p o K n a l k i a s a h a b i r i c a si l a n a g n e m i n i .l a k o l g n a k a l e b u t n u n a u j u t r e b i n i n a it il e n e

P k menganailsa cir ibahasa da ir i klan Kopiko a s a h a B n a k a n u g g n e m t u b e s r e t a r a g e n a u d e k a n e r a k a n i p il i F n a d a i s e n o d n I i d ) 1 ( : u ti a y , h a l a s a m n a s u m u r a u d a d A . a k e r e m n a l k i m a l a d k a y n a b g n il a p s i r g g n I n I i d o k i p o K n a l k i m a l a d t a p a d r e t g n a y a s a h a b r u ti f a j a s a p

A donesia dan

n a l k i a r a t n a a s a h a b r u ti f n a a d e b r e p n a d n a a m a s r e p a j a s a p A ) 2 ( ? a n i p il i F ? a n i p il i F n a d a i s e n o d n I i d o k i p o K a r a c e s n a k a n a s k a li d g n a y n e t n o k s i s il a n a n a k a n u g g n e m i n i n a it il e n e P d t a r u k a g n a y l i s a h n a k t a p a d n e m k u t n u f it a ti l a u k n a d f it a ti t n a u

k an kredibel .

n a d a is e n o d n I i d n a k g n a y a ti d g n a y o k i p o K n a l k i 3 1 h a l a d a i n i n a it il e n r e p k e j b u S i r o e t n a k r a s a d r e b n a k u k a li d a s a h a b r u ti f a s il a n a n a d n a k k o p m o l e g n e P . a n i p il i F h a l e t e S . ) 4 0 0 2 ( y a d il l a H i r a d i r o e t n a g n e d g n u k u d i d n a d ) 1 0 0 2 ( r e t r a C i r a d if it n e d ii

d kas idan dianalsia,f tiu rbahasa i klan Kopiko diI ndone isa dan Fiilpina . a y n a u d e k a r a t n a i d n a a d e b r e p n a d n a a m a s r e p n a k u m e n e m k u t n u n a k g n i d n a b i d g n a t n e t ) 2 1 0 2 ( g n o r t s m r A n a d r e lt o K i r o e t n a k a n u g g n e m a g u j a s il a n a s e s o r P k i s i n e j i u h a t e g n e m k u t n u n a l k i n a u j u

t lan Kopiko yang digunakan ,dan teor i r u s n u g n a t n e t ) 6 0 0 2 ( s n e r

A -unsu r iklan . Teo ir-teor i tersebu t penitng untuk . o k i p o K n a l k i a s a h a b r u ti f n a a n u g g n e p a s il a n a g n e m h a lt a g n a s o k i p o K n a l k i m a l a d a s a h a b r u ti f , a t a d a si l a n a n a k r a s a d r e B a n u p i k s e m i s a ir a v r e

b da beberapa ftiu ryang mendominas igaya bahasa dan r u ti f n a a n u g g n e P . n a k a n u g i d k a d it u a t a g n a r a j g n a y a y n n i a l r u ti f a p a r e b e b g n a y n e m e l e n a d t u b e s r e t n a l k i i r a d n a u j u t h e l o i h u r a g n e p i d a g u j a s a h a b d a n a k u m e n e m k a d it a g u j a s il a n a l i s a H . a y n m a l a d i d t a p a d r e

t anya perbedaan a s a h a b r u ti f a n e r a k a n i p il i F n a d a i s e n o d n I i d o k i p o K n a l k i a r a t n a l o j n o n e m g n a y t a u b m e p n a d r a j a l e p h e l o n a k a n u g i d t a p a d i n i n a it il e n e P . p i r i m n a k a n u g i d g n a y k u t n u a t r e s ,s i r g g n I a s a h a B n a u p m a m e k n a d n a u h a t e g n e p h a b m a n e m k u t n u n a l k i r u g a r a

p u atau dosen yang dapa tmenggunakannya sebaga ibahan pengajaran .s i r g g n I a s a h a B i c n u k a t a

AN ANALYSIS ON THE LANGUAGE FEATURES OF THE

COMMERCIAL VIDEOS OF

KOPIKO

ADVERTISEMENTS

IN INDONESIAAND THE PHILIPPINES

A

SARJANA PENDIDIKAN

THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the

Sarjana Pendidikan

Degree

in English Language Education

By

Paula Alexandrita Darmawan

Student Number: 101214074

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCACTION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2015

i

AN ANALYSIS ON THE LANGUAGE FEATURES OF THE

COMMERCIAL VIDEOS OF

KOPIKO

ADVERTISEMENTS

IN INDONESIAAND THE PHILIPPINES

A

SARJANA PENDIDIKAN

THESIS

Presented as Partial Fulfillment of the Requirements

to Obtain the

Sarjana Pendidikan

Degree

in English Language Education

By

Paula Alexandrita Darmawan

Student Number: 101214074

ENGLISH LANGUAGE EDUCATION STUDY PROGRAM

DEPARTMENT OF LANGUAGE AND ARTS EDUCACTION

FACULTY OF TEACHERS TRAINING AND EDUCATION

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2015

iv

“Only a generation of readers will spawn a generation of writers.”

(Steven Spielberg)

“Education is the most powerful weapon which you can use to change the world.”

(Nelson Mandela)

“You only live once, but if you do it right, once is enough.”

(Mae West)

I dedicate thii theiii tomy beloved family. -You are the beit of my

life-v

STATEMENT OF WORK’S ORIGINALITY

I honestly declare that this thesis, which I have written, does not contain the work or parts of other people, except those cited in the quotations and the references, as a scientific paper should.

Yogyakarta, 5 February 2015 The Writer

Paula Alexandrita Darmawan 101214074

vi

LEMBAR PERNYATAAN PERSETUJUAN

PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Paula Alexandrita Darmawan

Nomor Mahasiswa : 101214074

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

AN ANALYSIS ON THE LANGUAGE FEATURES OF THE

COMMERCIAL VIDEOS OFKOPIKOADVERTISEMENTS

IN INDONESIA AND THE PHILIPPINES

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 saya buat dengan sebenarnya. Dibuat di Yogyakarta

Pada tanggal: 23 4anuari 2015 Yang menyatakan

vii

ABSTRACT

Darmawan, Paula Alexandrita. (2015). An Analyiii on the Language Featurei of the Commercial Videoi of Kopiko Advertiiementi in Indoneiia and the Philippinei.

Yogyakarta: English Language Education Study Program, Sanata Dharma University.

The local products of Indonesia have been gaining attention in the global market.Kopikoas one of the most successful products from Indonesia has reached various foreign countries. This proves that Indonesia’s local products have big potential in the international world. The success of Kopikoin the global market is a result of its products’ excellent quality and its marketing and promotion strategy that includes advertising. The English used in the advertisements are essential to attract the consumers, therefore the language features of Kopiko advertisements are analyzed in this research to find the significance of the local background.

This research aimed to analyze the language features of Kopiko

advertisements in Indonesia and the Philippines since both countries used English in most of their commercials. There were two research problems: (1) What are the language features of Kopiko advertisements in Indonesia and the Philippines? (2) What are the similarities and differences of language features between Kopiko

advertisements in Indonesia and the Philippines?

The research applied content analysis which was conducted quantitatively and qualitatively to find accurate and credible results. The research subjects were the transcripts of 13 Kopiko advertisements broadcasted in Indonesia and the Philippines. The categorization and analysis of language features were based on Carter’s et al. (2001) theory and supported by Halliday’s (2004) related theory. After the language features were identified and analyzed, they were compared to find any significance similarities or differences between Indonesia and the Philippines. The analysis also included Kotler’s and Armstrong’s theory of purposes of advertising to determine the types of the advertisements, and Arens’ (2006) theory of elements of advertisement. Those related theories were essential to analyze the use of the language features inKopikoadvertisements.

Based on the data analysis, the language features of Kopikoadvertisements were various although there were some major features that dominated the language style and some features that were not used or rarely used. The use of those language features were influenced by the purpose of the advertising and the elements put in the advertisements. In addition, the findings also showed that there was no significant difference between Kopiko advertisements in Indonesia and the Philippines since they mostly used similar features. This research could be used by students and advertisers to enrich their knowledge and skills in English and for teachers or lecturers to use it as a material for teaching English.

viii ABSTRAK

Darmawan, Paula Alexandrita. (2015). An Analyiii on the Language Featurei of the Commercial Videoi of Kopiko Advertiiementi in Indoneiia and the Philippinei.

Yogyakarta: Program Studi Pendidikan Bahasa Inggris, Universitas Sanata Dharma.

Produk-produk lokal Indoneiia telah mulai menarik perhatian paiar global. Kopiko iebagai ialah iatu produk lokal yang iukiei dari Indoneiia telah mencapai berbagai negara aiing. Hal ini membuktikan bahwa produk lokal Indoneiia memiliki potenii beiar di dunia international. Keiukieian Kopiko di paiar global merupakan haiil dari produk yang berkualitai baik dan itrategi pemaiaran ierta publikaii yaitu periklanan. Bahaia Inggrii yang dipakai dalam iklan Kopiko berperan dalam menarik perhatian koniumen, karena itu penelitian ini menganaliia ciri bahaia iklan Kopiko untuk menemukan pentingnya latar belakang lokal.

Penelitian ini bertujuan untuk menganaliia ciri bahaia dari iklan Kopiko di Indoneiia dan Filipina karena kedua negara teriebut menggunakan Bahaia Inggrii paling banyak dalam iklan mereka. Ada dua rumuian maialah, yaitu: (1) Apa iaja fitur bahaia yang terdapat dalam iklan Kopiko di Indoneiia dan Filipina? (2) Apa iaja periamaan dan perbedaan fitur bahaia antara iklan Kopiko di Indoneiia dan Filipina?

Penelitian ini menggunakan analiiii konten yang dilakianakan iecara kuantitatif dan kualitatif untuk mendapatkan haiil yang akurat dan kredibel. Subjek pernelitian ini adalah 13 iklan Kopiko yang ditayangkan di Indoneiia dan Filipina. Pengelompokkan dan analiia fitur bahaia dilakukan berdaiarkan teori dari Carter (2001) dan didukung dengan teori dari Halliday (2004). Setelah diidentifikaii dan dianaliia, fitur bahaia iklan Kopiko di Indoneiia dan Filipina dibandingkan untuk menemukan periamaan dan perbedaan diantara keduanya. Proiei analiia juga menggunakan teori Kotler dan Armitrong (2012) tentang tujuan iklan untuk mengetahui jenii iklan Kopiko yang digunakan, dan teori Areni (2006) tentang uniur-uniur iklan. Teori-teori teriebut penting untuk menganaliia penggunaan fitur bahaia iklan Kopiko.

Berdaiarkan analiia data, fitur bahaia dalam iklan Kopiko iangatlah bervariaii meikipun ada beberapa fitur yang mendominaii gaya bahaia dan beberapa fitur lainnya yang jarang atau tidak digunakan. Penggunaan fitur bahaia juga dipengaruhi oleh tujuan dari iklan teriebut dan elemen yang terdapat di dalamnya. Haiil analiia juga tidak menemukan adanya perbedaan yang menonjol antara iklan Kopiko di Indoneiia dan Filipina karena fitur bahaia yang digunakan mirip. Penelitian ini dapat digunakan oleh pelajar dan pembuat iklan untuk menambah pengetahuan dan kemampuan Bahaia Inggrii, ierta untuk para guru atau doien yang dapat menggunakannya iebagai bahan pengajaran Bahaia Inggrii.

ix

ACKNOWLEDGEMENTS

I know that I would not be able to finish this work without the help of many people around me, so I would like to use this opportunity to thank them.

First and foremost, I greatly express my gratitude to myLord who made this happened. I always believe that He knows what is best for me and shows me my way in this life. I also believe that everything that did not happen accordingly to my plan was not entirely because of Him, but because I was not entirely into Him. Regardless of my feeling and thought of Him, He always watches out for me, and for that I cannot even find the most beautiful words to thank Him.

Then, I would like to deeply thank my great sponsor, V. Triprihatmini, S.Pd., M.Hum., M.A., who patiently accompanied and supported me during the process of this work. Her guidance, with questions and suggestions, had led me to finally complete this thesis. I greatly thank her for giving her time to read my drafts and give comments that helped me a lot.

My special gratitude goes to my wonderful parents, Adrianus Darmawan

andDula Honesty, and my amazing sister,Caroline Safira Darmawan. I admire, adore, and respect them in my life. Without their endless nagging and cheering I would not be encouraged to finish this. They gave me motivation to look forward to what is ahead of me and to do my best.

I also thank my academic advisor, Drs. Barli Bram, M.Ed., Ph.D., for his guidance through my academic years in PBI. He was such a good person and advisor who took good care of his students. I am also thankful for all the help and support I got from PBI family during my study, the lecturerswho had been nice and critical, thestaffs who had been challenging and helpful, and all friends who had shared their moments with me.

I am also grateful for my good friends who had been with me in this journey,

Arnis, Rini, Gaby, Besty, and Riska. They were not tired to remind me of my responsibilities and to check on my behavior. I also thank all the people who had helped me, my proofreaderGaluh,PBI class B,KKN group 26,SPD team,PPL

x

partners, members ofplay performance ‘Delusion’, classmates, seniors, juniors, and the staffs ofSanata Dharma University.

Finally I thank all the people whose names I cannot mention one by one. Whether I know them well or not, whether I did good or not good things to them, or they did to me, I am grateful for every person and situation that comes by in my life, especially during this process. May God bless them all.

xi

TABLE OF CONTENTS

Page

TITLE PAGE ... i

APPROVAL PAGES ... ii

DEDICATION PAGE ... iv

STATEMENT OF WORKS’S ORIGINALITY ... v

PEFNYATAAN PEFSETUJUAN PUBLIKASI... vi

ABSTRACT ... vii

ABSTFAK... viii

ACKNOWLEDGEMENTS ... ix

TABLE OF CONTENTS ... xi

LIST OF TABLES ... xiv

LIST OF FIGURES ... xv

LIST OF APPENDICES ... xvi

CHAPTER I. INTRODUCTION ... 1

A. Research Background ... 1

B. Problem Formulation ... 3

C. Problem Limitation ... 4

D. Research Objectives ... 4

E. Research Benefits ... 5

F. Definition of Terms ... 6

CHAPTER II. REVIEW OF RELATED LITERATURE ... 8

A. Theoretical Descriptions ... 8

1. Advertising and Advertisement ... 8

a. Elements of Advertisement ... 10

b. Language of Advertisement ... 13

2. Language Features ... 15

xii

b. Grammatical Cohesion ... 17

c. Information Structure ... 20

B. Review of Related Studies ... 25

C. Theoretical Framework ... 26

CHAPTER III. RESEARCH METHODOLOGY ... 28

A. Research Method ... 28

B. Research Setting ... 29

C. Research Subjects ... 29

D. Instruments and Data Gathering Technique ... 31

E. Data Analysis Technique ... 33

F. Research Procedure ... 34

CHAPTER IV. RESEARCH FINDINGS AND DISCUSSION ... 35

A. The Language Features ofKopikoAdvertisements in Indonesia and the Philippines ... 35

1. Lexical Cohesion ofKopikoAdvertisements in Indonesia and the Philippines ... 36

2. Grammatical Cohesion ofKopikoAdvertisements in Indonesia and the Philippines... 39

3. Information Structure ofKopikoadvertisements in Indonesia and the Philippines ... 47

B. The Similarities and Differences betweenKopiko Advertisements in Indonesia and the Philippines ... 52

C. Other Findings ... 56

1. Types ofKopikoAdvertisements in Indonesia and the Philippines ... 56

2. Elements ofKopikoAdvertisements in Indonesia and the Philippines ... 58

xiii

CHAPTER V. CONCLUSIONS AND RECOMMENDATIONS ... 60

A. Conclusions ... 60

B. Recommendations ... 62

REFERENCES ... 65

xiv

LIST OF TABLES

Table Page

3.1 TheKopikoAdvertisements ... 30 3.2 The (Language Features) ofKopikoAdvertisements ... 31 3.3 The Checklist of Active and Passive Voice inKopikoAdvertisements ... 32 4.1 The Similarities and Differences betweenKopikoAdvertisements in

xv

LIST OF FIGURES

Figure Page

4.1 The Lexical Cohesion ofKopikoAdvertisements ... 36 4.2 The Grammatical Cohesion ofKopikoAdvertisements ... 40 4.3 The Information Structure ofKopikoadvertisements ... 47

xvi

LIST OF APPENDICES

Appendix Page

A. The Transcripts ofKopikoadvertisements ... 68 B. The Data Analysis ofKopikoAdvertisements ... 73

1

CHAPTER I INTRODUCTION

This chapter discusses the background of the research, problem formulation, problem limitation, research objectives, research benefits, and definition of terms.

A. Research Background

Indonesia has many local products that have been successfully accepted in the international world. Indonesian local products such as traditional food, traditional herbs, traditional cloth and accessories, and also electronic tools have big potential to reach the global market. Some local products that have reached such success are Indomie instant noodle, Tolak Angin, and Batik with various brands. One of the most successful Indonesian products that has reached the global market isKopiko.

Kopikois the Indonesian brand of coffee-flavored candy from manufacturer PT. Mayora Indah. Kopiko has been the first candy in Indonesia with the strong flavor of coffee from the original coffee beans in 4ava Island. It is also widely known that Kopiko Candyis stated as the original first coffee candy in the world. NowKopiko is available in more than 45 countries around the world and branded as the most popular coffee candy. Furthermore, following the success of its candy products, Kopiko has been adding its product to producing instant coffee drinks too. The coffee products also receive high acceptance as they have many variants that engage the consumers. This phenomenon shows that Indonesia indeed has big

potential in their local products which can be developed to reach the global market and internationally acknowledged. In addition, Kopiko has reached this success not only by its phenomenal products but also by showing the identity of its country, Indonesia.

One of the strategies to reach this success is through the marketing and promotion strategies. Advertising or advertisement is one of the important marketing strategies that can help to reach the global goal. Kopiko now has several versions of advertisement running through various countries with English version as the most popular one, besides the Indonesian version that runs in Indonesia. The most common form of Kopiko advertisement is the commercial videos promoted through television and internet media. This advertisement form is more popular nowadays because people can easily access those media. Moreover, there are certain strategies in this advertising form that advertisers use to gain people’s attention in order to attract and persuade them to buy the products.

As stated in the official website ofKopikomanufacturer, www.mayora.com,

Kopiko has reached many countries to advertise its products through commercial videos. It is interesting to analyze these strategies further especially the use of language that is related to certain local characteristics as the background issue. Most commercial videos of advertisements are composed of elements such as music, motion pictures, dialogues (utterances), and flashing texts. In relation to the language used in Kopiko advertisements, this research focuses on the utterances or texts presented in the commercial videos of Kopiko products to be

analyzed deeper. Considering the fact that there are variousKopikoadvertisements in various countries, this research focuses on the commercials that run in Indonesia and the Philippines. The two countries have various commercials of variousKopikoproducts that are broadcasted in television, and they use English in most of their Kopiko advertisements. Although the advertisements might include the native language of Indonesia and the Philippines, this research focuses on the English utterances. Native condition of Indonesia and the Philippines are not considered appropriate to compare and contrast the two countries’ use of English inKopikoadvertisements.

The analysis of language features of Kopiko advertisements and its result can be beneficial to enrich the linguistic knowledge of advertisement, especially that it is a part of people’s daily life. This kind of language use in society has the power of influencing people’s attitude, idea, thought, opinion, and action. The fact that it greatly influences people has even made the education system to include advertisement as one of the materials in language learning. This proves that the language features of advertisement indeed play an important role to the society, and this research can help in contributing more insight about it.

B. Problem Formulation

Based on the background of the research, two problems are formulated as follows.

1. What are the language features ofKopikoadvertisements in Indonesia and the Philippines?

2. What are the similarities and differences between Kopiko advertisement in Indonesia and the Philippines?

C. Problem Limitation

This research is limited to the linguistic features found in the English texts of Kopiko advertisements. Although there are other aspects in broadcast advertisements such as pictures and music, this research focuses on the language style of the utterances spoken based on the script. Therefore, linguistic aspects such as lexical and grammatical features are the main research problems. The data source is limited to commercial videos of Kopiko advertisements, in which English is the major language, that are broadcasted in Indonesia and the Philippines. The native language, such as Bahaia Indoneiia and Tagalog, that appear in the advertisements are ignored and not included.

D. Research Objectives

Based on the problem formulation stated previously, this research aims to solve those two problems. This research aims to:

1. identify the language features of Kopiko advertisements in Indonesia and the Philippines, and

2. analyze the language features of Kopiko advertisements in Indonesia and the Philippines to find their similarities and differences.

E. Research Benefits

The research is expected to have several benefits for several parties. 1. The Benefits for Students

Students can understand more about the language of advertisement based on the analysis of language features here. Since advertisement is included as reading and writing material in English subject in schools, the results of this research can enrich students’ knowledge. They might be able to use the knowledge directly as a real practice in English.

2. The Benefits for Educators

Advertisement is one of the teaching topic for English subject in schools. The results of this research might be useful for English teachers or tutors as teaching materials in classrooms. The analysis of language features can be used as additional material to teach about advertisement topic in reading or writing skills. 3. The Benefits for the English Language Education Study Program

This research can be used as a reference for the lecturers and students of English Language Education Study Program. Lecturers can use the analysis of language features of advertisement in this research as a supporting material for advertisement subject. Students can also enrich their knowledge of the language used in advertisement.

4. The Benefits for Future Researchers

The result of this research might also be useful for other researchers who have similar interest in this topic. The findings of this research can be used as references for doing further analysis of this topic to explore other related findings.

5. The Benefits for Advertising Companies

The topic of this research is suitable for other parties such as advertising companies, especially for those who specializes in similar products. The result of this research can be used as a reference in making or producing good advertisements. Thus, it will be beneficial for the advertising companies.

F. Definition of Terms

There are some important terms in this research that might have various meaning and need to be defined specifically to avoid any misinterpretation that might occur.

1. Language Features

Language features are the elements of any kind of communication either in written or spoken form. In this research, the language features in the transcribed texts of Kopiko advertisement are analyzed. Language features can have many variations and categories which depend on the subject of analysis and its context. For this research, the language features proposed by Carter, Goddard, Reah, Sanger, & Bowring (2001) is applied for the analysis, which includes lexical cohesion, grammatical cohesion, and information structure.

2. Advertising and Advertisement

Advertising can be considered as a common term, but in this research the word has an important role as the main topic to be discussed. Moreover, there are various definitions of advertising so that the researcher decided to choose one definition that conveys the closest meaning to the context of this research.

According to Arens (2002) as quoted by Fiser (2007), “advertising is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns” (p. 8). While advertising is the term for a process or an activity of communication, it cannot be separated from the term advertisement, which is the main subject of this research. According to Cook (2001) as quoted by Kaur, Arumugam, and Yunus (2013), “advertisement inform, persuade, remind, influence, and perhaps change opinions, emotions, and attitudes” (p. 61). Advertisement has become one of the major tools in marketing industry that can achieve its certain purposes based on the needs of the marketer or the advertiser.

3.Kopiko

Kopiko is a brand of coffee candy product from Indonesia which is originally made from Indonesian coffee beans. The official website of Kopiko’s manufacturer, www.mayora.com (2014), claims that Kopikocandy is “the world’s number one coffee candy, made from the finest selected coffee beans and blended in a special way, that gives the enjoyment of the real coffee without having to brew it”. This statement is also similarly stated by the official website of Kopiko

distributor and importer in UK and USA. Besides the candy products,Kopikoalso produces instant coffee drinks with various flavors, which also become popular following the success of its predecessor product. Kopiko that is being referred in this research is the label or name for all its products, either the candy product or the instant coffee product.

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CHAPTER II

REVIEW OF RELATED LITERATURE

In this chapter, the researcher presents the theories related to the topic and how those theories will be synthesized to build a theoretical framework for the ground of this research in order to answer the research questions.

A. Theoretical Descriptions

There are two research questions in this research that need to be answered to reach a scientific result and conclusion. In order to answer those questions, the researcher finds theories and related studies that are relevant to this research. Theories and studies such as advertising, language of advertisement, elements of advertisement, and language features will be able to support this research.

1. Advertising and Advertisement

Advertising and advertisement are the two terms related to what is considered as an activity and a product that have the purpose of informing or persuading people to a certain idea, thought, commodity, or service. Advertising is the act and process of presenting a specific idea, thought, or product toward society with the purpose of persuading people into accepting the idea or product or service. Arens (2006) supports this definition of advertising by stating that "advertising is a paid form of communicating a message by the use of various media” (p. 7). While advertisements, according to Goddard (1998), are “forms of of discourse which make a powerful contribution to how we construct our

identities” (p. 3). It is a statement that advertisement is indeed the form of communication which helps people to connect to each other in society.

The main message communicated through advertising can be either informative or persuasive. Both informative and persuasive advertising are similar in the purpose of influencing consumers to accept the idea concept brought by the advertisers through advertisement. The difference between informative and persuasive advertising lies on the intentional presentation of the advertisement. According to Kotler and Armstrong (2012), there are actually three primary purposes of advertising, namely to inform, to persuade, and to remind (p. 437). Informative advertising focuses on introducing new idea or concept or image of the product being presented. Persuasive advertising focuses more on encouraging and convincing consumers to choose the product over other competitors, which means making them switch brand loyalty. Reminder advertising should be able to maintain the consumers’ loyalty after succeeding in introducing and persuading them. There are many media that are used to accommodate the purpose of advertising, such as printed media: newspaper, magazines, tabloids, poster, brochure, and non-printed media: television, radio, and internet. All of those media have their own positive and negative points that should be considered in advertising. According to Kotler and Armstrong (2012), television and magazine have been the two majors of the advertising media for a long time (p. 447) since they can maintain to engage the most targeted consumers compared to the other media. Television can support the necessity of gaining consumers’ attention with audio and visual aspect as the main attraction, therefore the audience can get the

message of the advertisement clearly. People tend to catch text or speech with music and motion pictures easier than just printed text with visual layout and cover. Cook (2006) supports this idea in a statement as follows:

The drift away from language towards music and pictures is paralleled by a preference within the language of television ads for the sub-modes of song and speech over writing. Both tendencies reflect a general preference for orality; sound and vision are the vehicles of face-to-face interaction, while in writing we neither see nor hear our interlocutor (p. 59).

On the other hand, magazine is not fast on attracting consumers’ attention, but it is more affordable than television media. Yet, television can gain more consumers’ attention by its audio visual factor but it needs higher cost and more complicated production process.

a. Elements of Advertisement

Arens (2006) says that the primary concept of advertisement in electronic media such as radio and television is the same as in other media (p. 417), which includes attracting audience’s attention and interest, ensuring the credibility, and encouraging audience’s desire to act as a direct response (p. 424). Attention, interest, and credibility can be seen in the copywriting of the commercial video’s script, then the elements such as headline, body copy, and slogan can be applied in television commercials too.

1) Headline

Arens (2006) states that headlines are words that attract attention and will appear first (p. 417). Moreover, headlines also serve other purposes such as engaging the readers, explaining the visual, leading the reader to the main message in body copy, and presenting the selling message (p. 417). In order to

serve the purpose of drawing audience’s attention, headlines mostly appear attractively, for example in a commercial video it is in the form of question or strong statement. This is an attractive technique, especially if there is no visual as the main attraction, as also stated by Foster (2001) that "whatever the type of publication or report, the headline must encapsulate the main points of the text in an interesting and eye-catching way" (p. 57). Although there is any visual, picture, or illustration as the main attraction, the headline has to be able to give additional explanation or description. A good and effective headline does not only draw attention but also maintains that attraction to linger solely on the whole advertisement. One final aspect of headline which is also important is the selling message. If the headline cannot sell the product, then it fails to fulfill the basic purpose of advertisement. So, a headline has to be attractive, explaining, and to the point.

Headlines have several types based on the advertising strategy. These variations according to Arens (2006) are benefit headline, information headline, provocative headline, question headline, and command headline (p. 420). Benefit headline contains simple statements of the product's important benefit, not the features. Information headline announces believable news or promises information. Provocative headline provokes audience’s curiosity by stimulating questions and thoughts. Question headline encourages audience to follow the whole text and to search the answer in the body copy, so the question must not be easy or predictable. Command headline orders the audience to do something.

2) Body copy

Body copy is the complete idea or point or message of the advertisement. It covers the features, benefits, and utility of the product. Body copies in commercial videos cannot be ignored as easily as in printed advertisements because they are more attractive and engaging. In most commercial videos, the dialogue or the monologue is usually the body copy, yet the challenge of writing a body copy is to make it simple and interesting without reducing the important information or message. According to Arens (2006), there are five characteristics of language that must be included in writing an effective body copy: the use of vivid language, the use of personal nouns, the use of contractions, the use of present tense and active voice, and the use of as few punctuation as possible (p. 422). Moreover, the use of this language style in a body copy is described simpler by Weilbacher (1984) as follow:

The good copy writer uses accessible language, but he uses language that is colorful and likable, language that neatly catches a contemporary meaning, and that reflects that point in its evolution that most of its audience will understand at once and thoroughly enjoy (p. 93).

Besides several characteristics of body copy language, Arens (2006) also proposes six types of body copy that can be chosen in copywriting (p. 422). Straight-sell copy directly explains what the headline has stated with factual presentation. This copy describes the features of the product clearly and straight-forwardly. Institutional copy is used to promote a philosophy of an organization rather than selling products. This is to show the organization’s credibility. Narrative copy is used to write advertisement body copy in a story-telling style. Usually the story is ended with the product or service being the

solution of the problem existed in the story. Dialogue/monologue copy is similar to narrative copy in using story to sell products, but it has more evidence because the characters’ words are more believable. Picture-caption copy relies mostly on the pictures or illustration. So, the idea is like a graphic story that sells product through its pictures with some words to it. Device copy is used to grab attention that can be memorable, and the devices are figures of speech such as puns, alliteration, and rhymes, or humor.

3) Slogan

Slogan is the familiar statement that is commonly regarded to particular advertisements. Arens (2006) states that slogan has the purpose of providing continuity to a series of advertisements in a campaign and reducing an advertising message strategy to a brief, repeatable, and memorable statement (p. 424).

b. Language of Advertisement

The language of advertisement is unique in its own way which is shown through its distinctive language style. Most copywriters of advertisement will use specific language features to attract audience and persuade them to buy or use the product or service. Weilbacher (1984) states that a copy writer is better to use accessible language for advertisement in an interesting and attractive way, yet meaningful so that readers can easily catch the point (p. 13). There are various techniques and styles to make a good advertisement text or script that contains meaningful message with a unique attraction so that it can engage the consumers. Cook (2006) gives several styles for memorable and attractive advertisement; “use fictions, word-play, compressed story-telling, stylized acting, cartoons, puns and

rhythm” (p. 3). Those kinds of art strategies can help making good advertisement which is enjoyable and memorable with a meaningful message.

However, advertisement is not only a media for commercial benefit, as stated by Goddard (1998) that advertisement can deliver the idea of the texts which have the purpose to represent the image of an individual, group, or organization (p. 10). By presenting a certain image, advertisement serves the advertising’s objective to introduce and inform the targeted consumers to its idea. The language used in advertising and advertisement indirectly affects the success of this purpose, yet it depends on the interpretation of the consumers. Cook (2006) says that advertising has the possibility to affect society either for good or bad (p. 2). It is related to the language that is used in the advertisement, whether it is positive or negative. Packard (2007) explains this issue by a statement and an example:

Words in advertisement have such influence toward its readers because they carry not only one simple meaning. What was intended positively by the advertisers could be negatively understood by the readers. For example: the product ‘instant coffee’ is meant as effective, quick, economical, and time saving by the ad makers. Unfortunately, the consumers could interpret is as lazy, low quality, and taste bad (p. 141).

The words or expressions in an advertisement can be either extremely great that it becomes a huge success, or extremely bad that it receives negative response from public. This shows that a matter of language in advertising and advertisement should not be taken for granted because it has significant impact on the advertisement itself.

2. Language Features

Advertisement text for commercial video can be considered both spoken and written form. An advertisement in the form of video is usually based on a monologue or a dialogue script which is written first before the recording. There are language features of such text that have certain characteristics to be analyzed in advertisement. Carter et al. (2001) explain that there are three characteristics or features in texts, which are lexical cohesion, grammatical cohesion, and information structure (p. 112). Similar features are also proposed by Halliday and Matthiessen (2004) but in different structures. They use the term cohesion as the process of each feature relationship. Halliday and Matthiessen (2004) state that there are four cohesion in a text, namely conjunction, reference, substitution and ellipsis, and lexical organization (p. 533). Conjunction, reference, substitution and ellipsis are parts of grammatical cohesion according to Carter et al., while lexical organization is separated as another feature called lexical cohesion. Furthermore, Carter et al. (2001) add information structure as the third feature in recognizing meaning in text, while Halliday and Matthiessen (2004) propose theme and information in different understanding.

a. Lexical Cohesion

Carter et al. (2001) say that lexical cohesion is basically the vocabulary choice in a whole text that should be concluded in an analysis to understand the text (p. 115). The term cohesion can be defined as a relationship between certain elements that merge together as a unit. In this context, lexical cohesion means the relationship between words (p. 115). According to Halliday and Hasan (1976),

there are two types of lexical cohesion, namely reiteration and collocation. On the other hand, Halliday and Mathiessen (2004) also propose a more recent description of lexical cohesion, that contains various relation patterns such as elaboration, extension, and enhancement (p. 571). Both theories include similar forms of each type of lexical cohesion. Reiteration includes repetition, synonymy, hyponymy, and meronymy, where repetition, synonymy, and hyponymy has elaborating pattern, and meronymy has extending pattern. Collocation is unique because it is the only type of cohesion that has enhancing pattern.

1) Repetition

Repetition is when the same word or lexeme is repeated in a sentence or clause or in a whole text. The most direct repetition is when the exact same word is repeated. An example is “I juit grabbed my coffee from that coffee ihop.”. There is an occurrence where the word ‘coffee’ is repeated in one sentence. A repetition of the same word but in different forms can occurs too. Words such as

iwim, iwimming, iwimmer are actually the same item with the basic word is ‘swim’. Although they are different in forms, basically they have similar concept of the meaning.

2) Synonymy

Synonymy is when a different word or lexeme appears close to a word or lexeme which has similar or same meaning. A simple example is “The ghoit houie wai io scary. You have to iee the ghoiti, they were terrifying.”. The word ‘scary’ and ‘terrifying’ have similar meaning although they are not in the same form.

3) Hyponymy

Hyponymy is a word or lexeme that appears close to a word or lexeme that has the same category. All words are categorized into certain groups in which the words have same or similar characteristics. For example, roie, jaimine, lily are kinds of flower. They have certain characteristics that make them classified as a ‘flower’.

4) Meronymy

Meronymy is a word or lexeme that is considered as a part of other word or lexeme. For example, a houie has parts that cannot be separated such as living room, dining room, kitchen, bedroomi, bathroomi, garage, and so on. Without those parts, it is not complete to call it a ‘house’ because those parts are its characteristics.

5) Collocation

Collocation has different pattern compared to the other lexical cohesion. It is the relation of some words that usually occur together, even sometimes as a phrase. An example is the wordmoreandthan, which are usually used together in comparative sentences. It occurs because of the existence of the other word.

b. Grammatical Cohesion

Grammatical cohesion deals with the relationship in sentence level where grammar rules and patterns exist. There are three elements of this cohesion, namely reference, conjunction, and substitution and ellipsis.

1) Reference

sentences. Carter et al. (2001) explain reference clearly that its main point is to rationalize the text so that it is logically accepted by readers. Reference has the logical relation that connects word to word in a sentence (p. 126). There are various types of reference that are used as cohesion within clauses, sentences and texts. Personal reference is what is being referred to and identified in the text, either as a subject or an object. It also can be be in the form of personal pronouns such ashe, ihe, they, you, we, it; or possessives such asher, him, their, your, our, iti; or specified nouns such as coffee, a candy, the drink, and so on.

Demonstrative reference is the pointer of what is being referred to in the text. Examples of demonstrative reference are the words thii, that, theie, thoie, here, there, and the. Demonstrative reference can relate one clause to another clause and also one sentence to another sentence. Sometimes this reference is needed so that the text does not seem awkward to read or listen. Comparative referenceis the link used in a text to state a similar, equal, or different quality of something being referred to. Reference words such as the iame, iuch, ai, likewiie, are used to express similar quality. While to express different quality, reference words such asmore, leii, better,can be used.

2) Conjunction

Conjunction is a familiar term in linguistic study, and in this research it means the link between words, phrases, and clauses that connect them. There are various types of conjunction proposed by several theories, but this research adopts Carter’s et al. (2001) opinion, who propose five types of conjunction for discourse text (p. 146). The first type is additiveconjunction, for example expressions such

as and, furthermore, or, in other wordi. These conjunctions are the connectors to what follows after the first statement was expressed. They give additions as alternative information in the text or speech. The second is adversative

conjunction, which shows opposite meanings between the phrases or clauses it is relating in the text or speech. Examples for this type of conjunction are but, yet, however, and on the contrary. The third type is causal conjunction. Causal conjunctions show one idea or event that follows the other ideas or events as an effect. The examples of this type are io, then, coniequently, ai a reiult, and other similar expressions. The fourth type is temporal conjunction, which shows the timing of an idea or event that happens after another. Expressions such as then, one day, finally, up to now,are the examples of this conjunction. The fifth type of conjunction iscontinuative conjunction. This conjunction encourages the readers or listeners to continue following the ideas or events stated by the writer or speaker. Expressions such aswell, now, of courie, iurely,can be used for this type of conjunction.

3) Substitution and Ellipsis

Grammatical cohesion also features two other essential elements in language recognition of texts. Substitution and ellipsis are two related features in grammatical cohesion.

Substitution can be defined as a language device in a text, in which some words or phrases of a sentence or an utterance might be replaced by certain expressions. Carter et al. (2001) say that substitution has a significant purpose to avoid repetition as it can be used to replace long phrases with shorter and more

functional word (p. 141). An example of substitution can be seen in this utterance:

‘White Coffee? It’i io yeiterday’, where white coffee is substituted by it so that there is no repetition that will be awkward to be heard in a daily expression like that. Substitution can also be in the form of replacing noun words with nominal words, for example: ‘The red velvet cakei look delicioui. I want one of thoie pleaie’. The noun phrase red velvet cakeiis replaced by thoiesince it is clear for both the speaker and the listener that the subject of the utterance is the ‘red velvet cakes’.

Ellipsis is the omission of some elements in a language structure. In the context of sentence, it means omitting words that do not give significant change in the meaning. Carter et al. (2001) define ellipsis as “omission of words unnecessary in everyday discourse” (p. 197). Ellipsis occurs mostly in daily conversation such as when talking to friends and family or in public places where everyone have understood the unspoken rules of the speaking style there. An example is when people say ‘Two eipreiioi’instead of ‘I would like two cups of espresso please.’, as usually occurs in a coffee shop. It makes an impression that the sentences are incomplete yet show closer and stronger relationship between or among the speakers.

c. Information Structure

A text certainly carries information as its main message for a certain purpose. Information structure is the presentation of delivering the message intended by the writer through the text. This feature focuses on the text-context relationship, especially by also looking at the genre of the text. Carter et al. (2001)

state that “different texts follow different rules which dictates to a certain extent the shape of the text produced” (p. 146). It means that language practices have different genres one to another that distinguish their characteristics apart from others, therefore the information structure is also different based on the type of the text. In spoken texts like conversation or speech, it could also depends on the context or situation in which the speaker is in. Finegan (2004) notes that information structure can be seen by how speakers using various ways of creating sentences (p. 261). Context indeed plays an important role for speakers or writers to deliver their message through spoken or written texts. There are several things to consider in distinguishing the genres of discourse texts and speeches such as sentence functions, verbs, and theme.

1) Sentence Functions

There are four main forms of sentences based on their functions in a text. The first form is questionsentence, which has the function of asking information directly. There are several different examples of question sentences:

‘What are you eating?’ ‘Ii that a cupcake?’ ‘It ii delicioui, iin’t it?’

The first example is a question that asks for information, which the answer will be a certain object or topic. The second example is a simple yes-no question to confirm the state of the object being referred to. The third example is also asking for confirmation with a slightly different sentence structure which is called question tag, a type of question that is actually rather rhetorical.

The second form of sentence is statement, which is for explaining or describing information. This form is generally used in daily conversation and writing, for examples: ‘I read linguiitic booki everyday.’, ‘The ihop ii cloied at night.’, and ‘There are penguini at the zoo now.’. More than one kind of information can be delivered in one sentence of statement. The third isimperative or command sentence, which is used to command information or action. Imperative sentences do not need to be exclamative because the main function is to ask others to do something, for examples:‘Buy thii now.’,‘Try thii new recipe.’,

‘Get thoie paperi pleaie.’. As seen in those examples, there is no need to put a subject at the beginning of the sentence or put an exclamation mark at the end of the sentence. Exclamation mark can be used in the last form of sentence,

exclamation, which its function is expressing emotion directly. Some examples of this sentence function are: ‘Firit in Indoneiia!’, ‘New flavor!’, and ‘Perfect!’. Based on those examples, a single word and a simple phrase can be a meaningful sentence since it carries the emotion expressed by the speaker or writer.

2) Verbs

Beside the functions of sentences, another element to understand the information structure of a text or speech is by looking at the verbs used in its sentences. Tense and voice are used in analyzing the verbs in sentences because they depend on the genre of the text and they give significant meaning of the information they carry. According to Carter et al. (2001), “tense refers to the way verbs are used to signal time”, which means that the verb of a sentence can show a past, present, or future information. Some examples to see the difference among

the three main tenses are as follows:

‘One Pirection performed a ipectacular itage lait night.’ ‘One Pirection performi in front of thouiandi of fani.’

‘One Pirection ii performing their lateit iingle thii weekend.’

The first sentence shows an information that an action has been done, seen by the use of ‘-ed’ form for the verb. The second sentence indicates that the information is in present tense. The last sentence indicates that the information is about an upcoming action that is expected to definitely happen in the near future.

Voice is the way a verb deliver the information, either in active or passive sentence structure. An information delivered in active voice can be changed into passive voice, with the same essence of the meaning. Yet, there are several certain verbs that cannot be conversed into passive voice, such as cry, rain, walk, which are called intransitive verbs. Here are some examples of active and passive voice:

‘He watched a movie.’(active voice, past tense)

‘A movie wai watched by him.’(passive voice, past tense)

‘The ticketi are iold out.’(passive voice, present tense)

‘They iell out the ticketi.’(active voice, present tense)

‘She runi away from home.’(active voice, present tense, intransitive verb) The first and second example show how the difference and conversion of active and passive voice. Both active and passive voice sentences from each example have the same information, the difference between them is that the form of the sentence structure brings different perspectives or points of view. While in active form the object is following after the verb, in passive form the object is moved in

front of the sentence, then followed by the verb which is added by a ‘to be’. On the other hand, the third example shows a type of sentence with intransitive verb that cannot be conversed into passive voice. Some passive forms omit the original subject of the active form because they make the sentence shorter and more effective to use.

3) Theme

Theme is also a part of the information structure to understand a text. What is meant by theme is the main idea of the information of a text or speech. Theme can be analyzed by looking at the links between clauses or sentences that usually exist at the beginning and at the end of a sentence. The links have similar function as conjunction but they are connecting the context of the text, not just a part of sentence structure. Carter et al. (2001) explain the work of theme in a text clearly as follows:

Theme refers to the first part of a sentence, which is where the subject matter of the sentence is usually laid out for the reader. It covers all the material before the main verb. When sentences are woven tightly together, the end of one sentence (called the ‘focus’) can become the theme of the next. But themes have to have some continuity across sentences, otherwise a text that

lookitightly knit can make complete nonsense (p. 152).

An example that can describe the use and work of theme in a text is presented as follows:

‘A driver delivered a package to your room thii afternoon. The package ieemi big and heavy, and on the top of it ii the gift card from your iender. I think it’i one of your admireri.’

The expression ‘on the top of it’ connects the main information of the sentence which are ‘the package’ and ‘the gift card’.

B. Review of Related Studies

There are several studies that are related to the topic of this research. Those studies are similar in some ways to this research, and the researcher finds them helpful to support this research. The first related study is “Stylistic Analysis of the Magazine Advertisement: Atkins Chocolate Chip Granola Bar”, written by Min Li (2009). The study aims to analyze the language style of specified advertisements based on the linguistic description, textual analysis, and contextual analysis aspects (p. 63). Some parts of the three aspects used in the particular study are similar to this research, therefore they are used as references that help the researcher understands the concept of language features and text and context.

The second related study is “An Analysis on the Language Style of Utterances in Magnum Advertisements”, written by Permatasari (2014). The related study focuses on analyzing the language style of Magnum advertisements and the power relation they have based on the language features such as lexical features and syntactical features. Those two features are used as the ground in categorizing and conducting the data analysis. It is a reference for this research, which uses three categories of language features based on different theories. While Permatasari uses Grey’s theory of language style of advertisement, this research uses Carter’s et al. and Halliday’s theory of language features of discourse, which are applied to advertisement. The particular study’s subject is similar to this research, the commercial videos that are transcribed for the data analysis. While the Magnum advertisements are taken from international television commercials that use English as the main language of its native,Kopiko

advertisements are taken from Indonesia and the Philippines, where the commercials use English as either the main language or second language. The research procedure of the study by Permatasari is used as a reference for this research since it has similar data and categories for the analysis process.

C. Theoretical Framework

After reviewing the theories and related studies, the researcher will use them to help answering the research questions. The theories and reviews of related studies about language features are used to answer the first research question which is what the language features of the Kopiko advertisements are. This research question focuses on finding the language style, structure, pattern, and format of the text of the advertisement. There are three language features of text that are considered to be relevant to support this question and can be related directly to reviews of the language of advertisement and the elements of advertisement. Therefore, the theories and reviews of related studies about elements of advertisement are also used to support the answer more accurately. As stated in previous section, there are three specific elements in advertisement according to Arens (2006) that can be used to identify the language features of advertisement. The two reviews are combined to help answering the first research questions. Therefore, the answers to this research question will not be out of the scope of limitation.

The second research question is about the distinctive language features of

research question is to analyze the similarities and differences of the language features that are identified in each advertisement from Indonesia and the Philippines. The findings of similar and different features between the two versions ofKopikoadvertisements are also related to the same theories and studies that are used for the first research question. For the first question, those theories and related studies are used to discover the surface or first layer of this research which is the linguistics aspect of advertisement. Then, for the second question, those theories and related studies are used to do deeper analysis to find whether there is any significant influence based on country background that show how the English is used inKopikoadvertisements in Indonesia and the Philippines.

Kopiko LA Coffee (the

Philippines) New Kopiko LA Coffee.It’s the worry-free coffee. Exactly what you need. Kopiko Brown Coffee (the

Philippines) It’s a blend of high great coffee.Perfectly ups your mood. Thing that makes you go hmm. Kopiko Astig 3in1 (the

Philippines) Kopiko, your coffee specialist, presents KopikoAitig3inOne. Stronger and richer coffee come from great one selected coffee beans.

Properly roasted. Kopiko Coffee (the

Philippines) This isn’t about some ordinary coffee.It’s a cup of real wake up.

The cup that gives you the confidence to start the day.

It’s the cup that opens your eyes. The cup that gives you real inspiration. And never, ever, let you give up. That’s what this is about.

Now with every cup of Kopiko, you becomeaitig.

c. Command

Video Command

Kopiko 78o_{long version (Indonesia) Taste it and you will love it.}

Kopiko White Mocha (Indonesia) -Kopiko Brown Coffee (Indonesia) -Kopiko 78o_{short version 1}

(Indonesia) Taste it and you will love it. Kopiko 78o_{short version 2}

(Indonesia) -Kopiko Candy (Indonesia) -Kopiko 3in1 Astig Na Kape (the

Philippines) -Kopiko Brown Coffee (the

Philippines) -Kopiko Cafe Blanca (the

Philippines) Experience high quality coffee in lusciouscreamer, wallowed in creamy goodness and tempting aroma.

Kopiko LA Coffee (the Philippines) Now enjoy coffee without worrying about an upset stomach.

Let’s experience the next level. Kopiko Brown Coffee (the

Philippines) Feel the world with good vibes.Feel the world with Kopiko Brown vibe. Kopiko Astig 3in1 (the Philippines) Wake up Philippines.

Be 100%aitig.

Stay 100% awake with Kopiko Astig 3in1. Kopiko Coffee (the Philippines) Experience the next level.

d. Exclamation

Video Exclamation

Kopiko 78o_{long version (Indonesia) New kopiko 78}o_!

Perfect! Wow! Heavenly! Kopiko White Mocha (Indonesia) Unbelievable. Kopiko Brown Coffee (Indonesia)

Kopiko 78o_{short version 1 (Indonesia) Wow!}

Heavenly! Kopiko 78o_{short version 2 (Indonesia)}

Kopiko Candy (Indonesia)

Kopiko 3in1 Astig Na Kape (the Philippines) Kopiko Brown Coffee (the Philippines)

Kopiko Cafe Blanca (the Philippines) Blanca! Kopiko LA Coffee (the Philippines)

Kopiko Brown Coffee (the Philippines)

Kopiko Astig 3in1 (the Philippines) Wow! Kopiko Coffee (the Philippines)

e. Tense

Video Present Tense

Kopiko 78o_{long version (Indonesia) Gives you rich 78}o_{taste and tempting 78}o

aroma.

Taste it and you will love it. Kopiko White Mocha (Indonesia) Now it’s Kopiko White Mocca.

You have to try something new. Kopiko Brown Coffee (Indonesia) It’s tasty.

It’s satisfy.

It’s make you go hmm.

Kopiko Brown Coffee, thing that make you go hmm.

Kopiko 78o_{short version 1 (Indonesia) I love it.}

Taste it and you will love it. Kopiko 78o_{short version 2 (Indonesia)}

-Kopiko Candy (Indonesia) -Kopiko 3in1 Astig Na Kape (the

Philippines) Strong and rich coffee comes fromselected coffee beans. This is low class coffee, broken and over roasted.

And this is great one coffee, whole and properly roasted, used in Kopiko 3in1. Kopiko Brown Coffee (the

Philippines) Smells so good.Kopiko Brown Coffee, the number one mixed brown coffee that makes you go hmm.

hmm.

Kopiko Cafe Blanca (the Philippines) What is Blanca? Blanca is ...

Blanca is... Blanca! So, what is Blanca? It’s creamy.

I knew it’s Blanca.

This is what I’ve been waiting for. Kopiko Cafe Blanca, makes your day more creamylicious.

Kopiko LA Coffee (the Philippines) Now enjoy coffee without worrying about an upset stomach.

It’s the worry-free coffee. It’s exactly what you need. Anytime I want.

Let’s experience the next level. Kopiko Brown Coffee (the

Philippines) Feel the world with good vibes.Feel the world with Kopiko Brown vibe. It’s a blend of high great coffee.

Thing that makes you go hmm. Kopiko Astig 3in1 (the Philippines) Wake up Philippines.

Kopiko, your coffee specialist, presents KopikoAitig3inOne.

Stronger and richer coffee come from great one selected coffee beans. Be 100%aitig.

Stay 100% awake with KopikoAitig 3in1.

Kopiko Coffee (the Philippines) This isn’t about some ordinary coffee. It’s a cup of real wake up.

The cup that gives you the confidence to start the day.

It’s the cup that opens your eyes. The cup that gives you real inspiration. And never, ever, let you give up. That’s what this is about.

Now with every cup of Kopiko, you becomeaitig.

Experience a next level.

f. Voice

Video Sentences Active Passive

Kopiko 78o_{long version}

(Indonesia) Gives you rich 78

o_{taste and}

tempting 78o_aroma.

Blended with caramelized milk. Taste it and you will love it.

√

√ √

Kopiko White Mocha

(Indonesia) It’s so yesterday.Now it’s Kopiko White Mocca. You have to try something new.

√ √ √

Kopiko Brown Coffee

(Indonesia) IntroducingCoffee. Kopiko Brown It’s tasty.

It’s satisfy.

It’s make you go hmm.

Kopiko Brown Coffee, thing that make you go hmm.

√ √ √ √ √

Kopiko 78o_{short version}

1 (Indonesia) I love it.Perfectly blended. √ √

Kopiko 78o_{short version}

2 (Indonesia) Kopiko Candy (Indonesia) -Kopiko 3in1 Astig Na

Kape (the Philippines) Strong and rich coffee comesfrom selected coffee beans. This is low class coffee, broken and over roasted.

And this is great one coffee, whole and properly roasted, used in Kopiko 3in1.

√ √ √

√ √

Kopiko Brown Coffee

(the Philippines) Smells so good.Kopiko Brown Coffee, the number one mixed brown coffee that makes you go hmm.

Kopiko Brown Coffee, makes you go hmm.

√ √ √

Kopiko Cafe Blanca (the

Philippines) What is Blanca?Blanca is... Blanca is... Blanca!

Experience high quality coffee in luscious creamer, wallowed in creamy goodness and tempting aroma.

So, what is Blanca? It’s creamy.

I knew it’s Blanca.

This is what I’ve been waiting for.

Kopiko Cafe Blanca, makes your day more creamylicious.

√ √ √ √ √ √ √ √ √ √

Kopiko LA Coffee (the

Philippines) Now enjoy coffee withoutworrying about an upset stomach. It’s the worry-free coffee.

It’s exactly what you need. Anytime I want.

Let’s experience the next level.

√ √ √ √ √

Kopiko Brown Coffee

(the Philippines) Feel the world with good vibes.Feel the world with Kopiko Brown vibe.

It’s a blend of high great coffee. Perfectly ups your mood.

√ √ √ √

Thing that makes you go hmm. √

Kopiko Astig 3in1 (the

Philippines) Wake up Philippines.Kopiko, your coffee specialist, presents KopikoAitig3inOne. Stronger and richer coffee come from great one selected coffee beans.

Properly roasted. Be 100%aitig.

Stay 100% awake with Kopiko Astig 3in1.

√ √ √ √ √

√

Kopiko Coffee (the

Philippines) This isn’t about some ordinarycoffee. It’s a cup of real wake up.

The cup that gives you the confidence to start the day. It’s the cup that opens your eyes. The cup that gives you real inspiration.

And never, ever, let you give up. That’s what this is about.

Now with every cup of Kopiko, you becomeaitig.

Experience a next level.

√ √ √ √ √ √ √ √ √

g. Theme

None

4. Types of Kopiko Advertisements

Video Types of Advertisement

Kopiko 78o_{long version (Indonesia) Informative}

Kopiko White Mocha (Indonesia) Informative Kopiko Brown Coffee (Indonesia) Informative Kopiko 78o_{short version 1 (Indonesia) Persuasive}

Kopiko 78o_{short version 2 (Indonesia) Persuasive}

Kopiko Candy (Indonesia) Reminder Kopiko 3in1 Astig Na Kape (the Philippines) Persuasive Kopiko Brown Coffee (the Philippines) Persuasive Kopiko Cafe Blanca (the Philippines) Informative Kopiko LA Coffee (the Philippines) Informative Kopiko Brown Coffee (the Philippines) Reminder Kopiko Astig 3in1 (the Philippines) Persuasive Kopiko Coffee (the Philippines) Reminder

5. Elements of Kopiko Advertisements

Video Headline Body Copy Slogan

Kopiko 78o_{long version}

(Indonesia) Question Dialogue/monologue -Kopiko White Mocha (Indonesia) - Dialogue/monologue -Kopiko Brown Coffee (Indonesia) - Monologue -Kopiko 78o_{short version 1}

(Indonesia) Question Dialogue/monologue -Kopiko 78o_{short version 2}

(Indonesia) - Dialogue/monologue -Kopiko Candy (Indonesia) - - -Kopiko 3in1 Astig Na Kape (the

Philippines) - Monologue -Kopiko Brown Coffee (the

Philippines) - Monologue -Kopiko Cafe Blanca (the

Philippines) - Dialogue/monologue -Kopiko LA Coffee (the

Philippines) - Dialogue/monologue -Kopiko Brown Coffee (the

Philippines) - Monologue -Kopiko Astig 3in1 (the

Philippines) - Monologue -Kopiko Coffee (the Philippines) - Monologue/narrative