THEMATIC REALIZATION OF CAR ADVERTISEMENTS IN KOMPAS NEWSPAPER.

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THEMATIC REALIZATION OF CAR ADVERTISEMENTS IN

KOMPAS

_NEWSPAPERS

A Thesis

Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirements for the Degree of

Magister Humaniora By:

JASAWITTEN BRANDO PURBA Registration Number: 082188330096

ENGLISH APPLIED LINGUISTICS STUDY PROGRAM POSTGRADUATE SCHOOL

STATE UNIVERSITY OF MEDAN MEDAN

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ABSTRACT

Purba, Jasawitten Brando. Registration Number: 082188330096. Thematic Realization of Car Advertisement in Kompas Newspapers. A Thesis. English Applied Linguistics Study Program, Post Graduate School, State University of Medan. 2013.

This descriptive qualitative research investigated the thematic structures and thematic progressions of car advertisements in Kompas Newspapers. The objectives of the research were to (1) discover varieties of the Thematic Progressions used in car advertisements, (2) describe how Theme and Rheme were realized in car advertisements, and (3) explain why the thematic structures of car advertisements were realized the way they were. The data were obtained from the clauses of car advertisements written in English starting January to March 2013. There were 11 English car advertisements chosen from 8 brands. The analysis was conducted by analyzing the data as they were. The analysis was conducted based on the principles of Thematic Structures as proposed by Halliday (1994), Bloor and Bloor (1995), and Young (2006). The scope of thematic structures which are taken, Marked and Unmarked Theme, Textual Theme, Interpersonal Theme, Topical Theme, Mood : Declarative, Interrogative and Imperative, Constant Theme Pattern, Linear Theme Pattern, Split Theme Pattern, Derived Theme. The proportion of each type is converted into percentages in order to reveal the frequency of occurrence of each type. The data analysis reveals that the thematic structures are Unmarked Theme (89,77%), Marked Theme (10,23%), Simple Theme (94,32%), Multiple Theme (5,68%), Constant Theme Pattern was the dominant Theme with few Linear Theme Pattern. More Marked Themes were used by expensive price cars. Based on the findings, it can be concluded that the dominant theme of the three metafunctions was the Topical Theme with emphasis on Participant and Process which aimed at engaging the readers to read and to take action in buying the advertised products. The suggestions are directed to (1) advertisement producers to create good and effective advertisements, (2), consumers to have more knowledge in understanding the real meaning behind the advertisements, and (3) other researchers to conduct an in-depth research on advertisements.

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ABSTRAK

Purba, Jasawitten Brando. Registration Number 082188330096. Thematic Realization of Car Advertisement in Kompas Newspapers. Thesis. English Applied Linguistics Study Program, Post Graduate School, State University of Medan. 2013

Penelitian descriptive kualitatif ini melakukan pengkajian atas thematic progressions iklan di koran Kompass. Tujuan penelitian ini adalah untuk (1) menggambarkan thematic structures and tipe thematic structures apa yang dominan. Data diambil dari klausa iklan mobil mulai Januari to Maret 2013. Ada 11 iklan mobil dari 8 merek. Analisis dilakukan terhadap data sebagaimana data tersebut adanya. Analisis Thematic structures didasarkan atas prinsip Theme and Rheme yang diajukan oleh Halliday (1994), Bloor and Bloor (1995), and Young (2006). Cakupan thematic structures adalah Marked and Unmarked Theme, Textual Theme, Interpersonal Theme, Topical Theme, Mood : Declarative, Interrogative and Imperative, Constant Theme Pattern, Linear Theme Pattern, Split Theme Pattern,Derived Theme. Porsi masing-masing tipe dikonversikan menjadi persentase untuk menggambarkan frekuensi kemunculan masing-masing tipe. Berdasarkan temuan yang ada maka didapat bahwa thematic structures adalah Unmarked Theme (89,77%), Marked Theme (10,23%), Simple Theme (94,32%), Multiple Theme (5,68%), Constant Theme Pattern sangat dominan dan diikuti oleh Linear Theme Pattern. Marked Themes lebih banyak dipakai oleh mobil yang lebih mahal. Dari temuan yang ada dapat disimpulkan bahwa tipe dominant atas tiga metafungsi adalah Topical Theme dengan penekanan pada Participant and Process yang tujuannya adalah melibatkan pembaca secara langsung dan sukarela beraksi untuk membeli mobil yang di iklankan. Saran-saran ditujukan kepada (1) pembuat iklan agar membuat iklan yang baik dan efektif, (2), konsumen agar memiliki pengetahuan dalam memahami makna sesungguhynya di balik iklan, dan (3) peneliti lain dalam melakukan penelitian yang mendalam.

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ACKNOWLEDGEMENTS

Thanks to Almighty God for all of the blessings, time, health and courage given to the writer which has enabled him to successfully complete the writing of this thesis.

In the process of finalizing it, a very special gratitude should be addressed to some distinguished people.

First, to Prof. Tina Mariany Arifin, M.A., Ph.D., as First Adviser, for her continuous care and full support in terms of her valuable time spent, comments, critical review of the contents, and minor and mayor corrections which finally this thesis appears in its presents form.

Second, to Prof. Amrin Saragih, M.A., Ph.D., as Second Adviser, for his valuable inputs, advice, and suggestions which are very supportive in framing up this thesis.

Third, to Prof. Dr. Busmin Gurning, M.Pd., Dr. Eddy Setia, M.A., TESP and Dr. Zainuddin, M.Hum., as Reviewers and Examiners, for their very supportive inputs to be included in this thesis.

Fourth, to Prof. Dr. Busmin Gurning, M.Pd. and Dr. Sri Minda Murni, M.Hum., as Head and Secretary, English Applied Linguistics Study Program, for the administrative procedures, and to all lecturers for the invaluable knowledge gien during the time spent studying at the Postgraduate School, State University of Medan.

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Fifth, to Saimah Simarmata, his very beloved mother, Jarisman Purba, his late father, and Albina Saragih, his late grandmother, for their endless love, continuous support, and prayers, for his success in gaining a higher degree in education. And to Ernawaty Br. Karo-karo, his beloved wife, and Vivi Fransiska Juniati Br. Purba and Grace Dinelly Mararti Br. Purba, his beautiful daughters, for their care, attention, patience, and understanding in facing him as a busy husband and father, to obtain a better degree.

Finally, words of thankfulness are extended to all his friendly and cooperative classmates of Intake 2008.

May God Bless Us!

Medan, June 7, 2013 The writer,

Jasawitten Brando Purba

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TABLE OF CONTENTS

Page

ACKNOWLEDGEMENTS ... i

ABSTRACT ... iii

ABSTRAK ... iv

TABLE OF CONTENTS ... v

LIST OF TABLES ... ix

LIST OF FIGURES ... xi

LIST OF APPENDICES ... xii

CHAPTER I : INTRODUCTION 1.1 The Background of the Study ... 1

1.2 The Problems of the Study ... 6

1.3 The Objectives of the Study ... 6

1.4 The Scope of the study ... 7

1.5 The Significance of the study ... 7

CHAPTER II : REVIEW OF LITERATURE 2.1 Systemic Functional Linguistics ... 9

2.2 Thematic Structure : Theme and Rheme ... 9

2.2.1 Theme ... 10

2.2.1.1 Simple Themes ... 11

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2.2.1.3 Multiple Themes ... 15

2.2.2 Rheme ... 18

2.3 Grammatical Metaphor ... 18

2.4 Theme and Mood ... 19

2.4.1 Theme in Declarative Clauses ... 19

2.4.2 Theme in Interrogative Clauses ... 20

2.4.3 Theme in Imperative Clauses ... 21

2.5 Other Characteristic Themes ... 22

2.5.1 Typically Thematic: Conjunctive and Modal Adjunct ... 22

2.5.2 Obligatorily Thematic: Conjunctive and Relative 25

2.6 Thematic Progression ... 26

2.6.1 The Constant Theme Pattern ... 26

2.6.2 The Linear Theme Pattern ... 27

2.6.3 The Split Rheme Pattern ... 28

2.6.4 Derived Themes ... 29

2.7 Information Structure: Given and New Information .... 30

2.8 Ellipsis and Substitution ... 31

2.9 Clauses ... 32

2.10 Metafunctions ... 33

2.10.1 Clauses as a Message, as an Exchange and as a Representation ... 34

2.11 Discourse and Text and Context ... 34

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2.11.2 Context ... 35

2.11.2.1 Field ... 36

2.11.2.2 Tenor ... 37

2.11.2.3 Mode ... 37

2.12 Advertisements ... 37

2.12.1 Language of Advertisements ... 39

2.13 Prior Research ... 39

CHAPTER III : RESEARCH METHOD 3.1 The Research Design ... 42

3.2 Data and Data Sources ... 42

3.3 The Technique of Data Collection ... 43

3.4 Technique of Data Analysis ... 44

3.5 The Trustworthiness of the Data ... 44

3.5.1 Credibility ... 44

3.5.2 Transferability ... 45

3.5.3 Dependability ... 45

3.5.4 Confirmability ... 46

CHAPTER IV : DATA ANALYSIS, RESEARCH FINDINGS AND DISCUSSION 4.1 Data ... 47

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4.1.2 Occurrence of Marked and Unmarked Theme ... 48

4.1.3 Occurrence of Simple and Multiple Theme ... 49

4.1.4 Patterns of Thematic Progression ... 50

4.1.5 Information Structure ... 51

4.2 Data Analysis ... 51

4.2.1 The Varieties of Thematic Progression used in car Advertisements ... 51

4.2.2 The Realization of Theme and Rheme in car advertisements ... 51

4.2.2.1 Marked and Unmarked Theme ... 51

4.2.2.2 Simple and Multiple Theme ... 52

4.2.2.3 Information Structure ... 52

4.2.3 The Reasons in Choosing that Way ... 52

4.3 Findings ... 53

4.4 Discussion ... 54

CHAPTER V : CONCLUSION, SUGGESTION AND IMPLICATION 5.1 Conclusion ... 55

5.2 Implication ... 56

5.3 Suggestion ... 56

REERENCES ... 57

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LIST OF TABLES

TABLES Page

2.1 Theme-Rheme structure ... 10

2.2 Examples of Theme-Rheme structure ... 11

2.3 Group complex as Theme ... 11

2.4 Phrase complex as Theme ... 11

2.5 Thematic Equatives ... 12

2.6 Marked Thematic Equatives ... 13

2.7 Marked Theme in interrogative clauses ... 14

2.8 Components of a multiple Theme ... 17

2.8 Theme in Declarative clauses ... 17

2.9 Clause as Theme resulting from Grammatical Metaphor ... 19

2.10 Theme in Declarative Clause ... 20

2.11 Theme in WH- interrogative ... 21

2.12 Theme in Imperative Clause ... 22

2.13 Conjunctive Adjunct ... 23

2.14 Modal Adjunct ... 24

2.15 Conjunctions ... 25

2.16 Relatives ... 25

2.17 Given and New ... 31

2.18 Examples of Rank ... 32

2.19 Classification Based on the Media ... 38

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4.2 Description of the Marked and Unmarked Theme ... 48 4.3 Description of the Simple and Multiple Theme ... 49 4.4 Patterns of Thematic Progression ... 50

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LIST OF FIGURES

FIGURE _Page

2.1 Sentence constituency ... 33 2.2 Constituency of a clause ... 33

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LIST OF APPENDICES APPENDIX

A Car Advertisements in Kompas Newspapers ... 60

B Division of Clauses . ... 65

C Analysis of Theme and Rheme Structure... 71

D Thematic Progression of the clauses ... 88

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CHAPTER I

INTRODUCTION

1.1 The Background of the Study

Communication in this globalized era has touched the heart of the society in terms of its potential tool to attract the attention of consumers in connection with the use of language to sell products and services. The social media has changed the image of the people in buying the products and services offered with the beauty of language use.

Language use in the text of advertisement has a powerful influence over people and their behaviours. This is especially true in the fields of marketing and advertising. The choice of words, phrases and clauses, or sentences to convey specific messages with the intention of influencing people is vitally important. Inspite of other elements exist in advertisements, it is the language that helps people identify the product and remember it. The language used in advertisement is obvious, normally positive and emphasizes why one product stands out in comparison with another. Comparatives are often used when no real comparison is made. An advertisement for a detergent may say "It gets clothes whiter", but whiter than what? (http://www.linguarama.com, 2013). The question is how is the text of advertisement ordered in order to bring significant effect. This can be explained by studying how messages are structured. Thus, a thorough investigation is needed to understand an advertisement.

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phenomena with the five excellences of it compared to other linguistic theories, namely, (1) the objects of the study conducted is text or discourse as a unit of language usage, (2) based on social contexts in analyzing text, (3) balanced analysis between the form and meaning of language, in which the emphasis on the form or meaning has long been a dispute in the course of linguistics, (4) sintagmatic analysis in relation with paradigmatic to account for the functionality base and motivation in one unit of grammar, and (5) multi criteria used in describing or measuring one unit of grammar. The applications of linguistics range from research applications of theoretical nature to quite practical tasks where problems have to be solved.

Some of the linguistics purposes (Halliday, 1994:xxix) which are used to understand : (1) the nature and function of language, (2) what all languages have in common (i.e. what are the properties of language as such) and what may differ from one language to another, (3) the quality of texts: why a text means what it does, and why it is valued as it is, (4) how language varies, according to the user, and according to the functions for which it is being used, (5) the relationships between the language and culture, and language and situation, and (6) and the many aspects of the role of language in the community and the individual: multilingualism, socialization, ideology, propaganda, etc. Linguistics analysis of texts has many practical application especially in understanding why some texts are more effective than other texts in communicating information or persuading people to do or buying something.

Based on the previous explanation, it is very important to provide a thorough analysis of the thematic realization in car advertisement using SFL in

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terms of Thematic Realization namely, Thematic Structure : Theme and Rheme and Thematic Progression. By analyzing the thematic structure of a text clause by clause, an insight into its texture can be gained and is as well very important in understanding the writer's nature of the underlying concerns.

There are three government policies which have significant impacts on the number of cars sold in the market, namely (1) the new regulation on vehicles down payment, (2) electricity basic tariff, and (3) the issue of the fuel price increase. These three will contribute to the amount of money or the number of expenses spent by potential buyers. The first government policy, that is the regulation on vehicles down payment, will cause additional burden or expense resulting in a possible delay in customers' decision in buying cars since most cars are bought on credit and also 30% of cars are for commercial use and 90% of the 30% portion are bought on credit. Those customers who have limited amount of cash will possibly be discouraged to make up their minds buying cars unless there is very strong motivation or even persuasion which will lead them to finally make the purchase.

The government also has issued two new regulations concerning the down payment of vehicles during the year of 2012, i.e. The Regulation of the Minister of Finance of the Republic of Indonesia Number 43/PMK.010/2012 and Number, 220/PMK.010/2012 where the former issued in March 15th, 2012, which was meant for the general leasing which valid three months later, June 2012, while the latter was issued in December 21st, 2012 and valid since January 2013 for Shariah leasing. Both regulations stated that the down payment of vehicles should be 20% of the actual price for productive use and 25% of the actual price for non

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productive use. At that time the previous regulation, the regulation of The Minister of Finance of the Republic of Indonesia Number 84/PMK.012/2006 was still valid, the down payment used in general could be as low as 10% of the actual price, even though there are some leasing companies which offered below that percentage, in other words, the down payment was negotiable. The raise might cause potential buyers to put off buying cars. Some people will probably have to wait due to the limited cash while others will wait because they need to make some considerations since they need the money to expand their businesses.

The second government policy that is the electricity basic tariff has been regulated to increase 15% in 2013. The increase is divided into four times a year or will be increased every quarter month. First, in January, second in April, third, in July and finally in October. It has been in the news during early March 2013 concerning the raise of the electricity basic tariff in April 2013.

The third government policy is the continuous attempt by the government to pass the law of the House of Representatives to increase the price of fuel. World Bank and The Indonesian Board of Commerce suggest that the Indonesian Government should cut the fuel subsidy because of the huge amount of money spent and the money can be used to build the infrastructure throughout the country. The subsidy is enjoyed by the middle and higher class not the lower. But many objections arise in the society. The House of Representatives decides to listen to the people who vote against price raise of the fuel. The subsidy is great and it has become a heavy burden for the national budget.

There is another thing that is the regulation of the Minister of Energy and Mineral Resources Number 01/2013 about the restriction on the use of the

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subsidized energy. There is a slogan put up in almost every gas station stating that premium adalah bahan bakar bersubsidi, hanya untuk golongan tidak mampu which means that subsidized fuel is meant only for the poor and at present government vehicles are not allowed to use subsidized fuel especially diesel starting first in Java and then should be implemented later in other provinces.

Based on the data above, many car dealers try to persuade people to buy cars without hesitation. The advertisements of cars are one of the many ways done to attract people to take a look at the product offered. There are many advertisements everywhere which present the product to the customers to make them remember the brand. Advertisement is unavoidable in our everyday life.

Advertisement is a discourse that belongs to the exposition genre. The information contained in it is influenced by situation that happens in the society. The copywriter will do his or her best to make advertisement language as familiar as possible to the people so as to make them attracted in the perspective of writing the advertisement. The perspective will then be seen in the way the text is structured. The copywriter starts writing the advertisement using a perspective.

Fries in Leonora (2007:6) asserts that there is an orderly periodic movement from theme to rheme, which means that when we obcerving theme and rheme together there is a particular pattern appears. Fries (2013: ..) adds that further investigation would probably also show links between certain patterns of theme and rheme and particular registers (e.g. many advertising texts use the option of returning to the same theme, usually the product name).

The car advertisements to be analyzed are those which are written in English in Kompas newspapers. Kompas began its publication on June 28, 1965

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with 4,800 copies. It has been the largest national newspaper since 1969 and in 2004 the circulation has reached some 535,000 copies and its Sunday edition with a total of 610,000 copies while the readership is some 2,25 million (http://en.wikipedia.org/wikikompas, 2013). The researcher is very much interested in conducting a study on the thematic realization of car advertisements inKompas as one of the widely read newspapers.

1.2 The Problems of the Study

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

1. What are the varieties of Thematic Progressions used in car advertisements? 2. How are Theme and Rheme realized in car advertisements?

3. Why are the thematic structures of car advertisements realized the way they are?

1.3 The Objectives of the Study

In connection with the problems, the objectives of the study are to : 1. discover varieties Thematic Progressions used in car advertisements, 2. describe how Theme and Rheme are realized in car advertisements, and 3. explain why the thematic structures of car advertisements are realized the way

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1.4 The Scope of the Study

An analysis of advertisements can be conducted in many ways and concerning the many aspects of language use. The scope of this study is narrowed down on Theme and Rheme as the analysis of the message, varieties of thematic progression concerning Theme and Rheme, and the reasons why the thematic realization used with reference to the social context. The discussion of the car advertisements will be limited to the headline, slogan, and text, excluding the product specification unless it is part of the text.

1.5 The Significance of the Study

Findings of the study are expected to be useful in some respects, namely theoretically and practically,

1. Theoretically: to evaluate the theory of Systemic Functional Linguistics (SFL) which will build further understanding and mastery in relation to advertisements and the language of advertisements.

2. Practically: English Department students to understand the clause arrangements used in advertisements.

3. Teachers and lecturers: to be able to explore the many materials available in newspapers in presenting more materials, in this case regarding Theme and Rheme used in car advertisements.

4. Car dealers as a source of knowledge and skill in producing advertisements which are effective and persuasive to provide the potential impact on buyers and eventually increase the car sales in the market.

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which are practical and usually use limited words.

6. Other researchers who would like to conduct further an in-depth research on the language use in advertisement, especially car advertisements.

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CHAPTER V

CONCLUSIONS, IMPLICATIONS AND SUGGESTIONS

5.1 Conclusion

Based on the data analyses in Chapter 4, the conclusions are:

1. The Thematic Progressions used in car advertisements was dominantly Constant Theme Pattern with only a few Linear Theme Pattern and there was no Split Rheme Pattern and Derived Theme.

2. The Thematic Structures used in car advertisements were mainly Unmarked Theme, Simple Theme, Constant Theme Pattern, Declarative Mood with some Imperative Mood in expensive cars and Given Information. More Marked Theme used by expensive price cars. expensive and cheap price cars use only few Multiple Theme. Among the three Themes used only the Topical Theme which was used a lot while the Textual and the Interpersonal Theme were used very little.

3. The reasons of choosing mainly the Unmarked Theme, Simple Theme, Constant Theme Pattern, Declarative Mood, and for Topical Theme, the car dealers used mainly the Participant and the Process were in order to get the consumers involved and to reduce pace between the car dealers and the consumers. Using The Simple Theme and Constant Theme Pattern, the language of the car advertisements became straightforward and simple and easy to grasp. The language used made the car and the consumers closer.

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5.2 Implications

The implications of this research are :

1. Systemic Functional Linguistics is very useful in building further understanding and mastery in relation to advertisements and the language of advertisements.

2. For teachers and lecturers in English Department, they can understand the clause arrangement used in advertisements.

3. For the car dealers, this can be a source of knowledge and skill in producing effective advertisements.

5.3 Suggestions

In relation to the conclusions, suggestions offered are that:

1. it is advisable for the advertisement producers to create good and effective advertisements.

2. it is advisable for the connsumers to have more knowledge in understanding the real meaning behind the advertisements.

3. this study hopefully can used as a reference data for other researchers in conducting an in-depth research on advertisements.

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REFERENCES

Akmal. 2009. Thematic Structures In Computer Help Menu Texts. Unpublished M. Hum Thesis, English Applied Linguistics Study Program. Medan : Postgraduate Program, State University of Medan.

Ary, D., Jacobs, L.C & Razaviah, A. 1979. Introduction to Research in

Education.New York : Holt, Rinehart and Winston.

Bloor, T. & Bloor, M. 1995. The Functional Analysis of English : A Hallidayan

Approach,London : Arnold.

Bogdan, R.C. & Biklen, S.K. 1992. Qualitative Research for Education : An

Introduction to Theory and Method. Boston : Allyn and Bacon.

Brierley, S. 2005.The Advertising Handbook.New York : Routledge.

Cresswell, J. W. 1994. Research Design : Qualitative & Quantitative

Approaches. London : Sage Publication.

Cresswell, J. W. 2008. Educational Research : Planning, Conducting,

Quantitative adn Qualitative Research. New Jersey : Prenctice Hall.

Denzin, N.K. & Lincoln, Y.S. (Ed). Handbook of Qualitative Approach.

California : Sage.

Eggins, S. 1994. An Introduction to Systemic Functional Linguistics. London : Printer Publisher.

Franenkel, J.R. & Wallen, N.E. 2007. How to Design and Evaluate Research in

Education : Sixth Edition. New York : McGraw Hill.

Fries, P. (- -).More on Thematic Structure and Revision.Availabe at www. More on Thematic Structure and Revision, html.

Gerot, L. & Wignell, P. 1994. Making Sense of Functional Grammar. Sydney : Gerd Stabler.

Goddard, W. 1998. The Language of Advertising : Written Text. England : Routledge.

Gruba, P. & Evans, D. 2007. How to Write A Better Thesis : Secon Edition.

Melbourne : Melbourne University Press.

Halliday, M.A.K. 1994.An Introduction to Functional Grammar: Second Edition.

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Halliday, M.A.K. & Hasan R. 1976.Cohesion In English. London : Longman. Halliday, M.A.K. & Matthiessen. C. 2004. An Introduction to Functional

Grammar : Third Edition. London : Edward Arnold.

Hamka, 2009.Theme and Rheme in Children’s Song Textbook : Getting Started in

English. Unpublished M. Hum Thesis, English Applied Linguistics Study

Program. Medan : Postgraduate Program, State University of Medan. Hutabarat, P. 2010. Student’s Translation of Theme and Rheme from English into

Indonesian. Unpublished M. Hum Thesis, English Applied Linguistics

Study Program. Medan : Postgraduate Program, State University of Medan.

Keller, K.L. 2003. Strategic Brand Management – Building, and Measuring

Brand Equity, Second Edition. New Delhi : Prentice Hall of India.

Leonora, A. 2007.Tema dan Pengembangannya pada Brosur Hotel Berbintang di

Jawa tengah dan D I Yogyakarta. Unpublished Master Thesis,

Pascasarjana Universitas Diponegoro.

Lincoln, Y.S. & Guba, E.G. 1985. Naturalistic Inquiry. California ; Sage Publication

Martin, J.R. 1992. English Text : System and Structure. Amsterdam : John Benjamins.

Matheson, D. 2005. Media Discourse : Analyzing Media Texts. England : Open University Press

O’Guinn, T.C., Allen, C.T. & Semenik, R.J. 2006. Advertising & Integrated

Brand Promotion.Australia : Thomson South-Western.

Picken, J. 1999. State of the ad : the role of advertisements in EFL teaching in ELT Journal Volume 53/4 October 1999. UK : Oxford University Press. Punch, K.F. 1999.Introduction to Social Research.London : Sage Publication Romaine, S. 1994.Language in Society.UK : Oxford University Press.

Saragih, A. 2005.Introduction to Functional Grammar.Medan : Pasca Sarjana Unimed.

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_________ 2006. Discourse Analysis : A Systemic Functional Approach – The

Analysis of Texts. Medan : English Deparment, Faculty of Languages and

Arts, Unimed.

_________ 2008. Tema Rema: Fungsi Tekstual dalam Wacana. Medan : Pascasarjana Unimed.

Simatupang, S.R. 2008. Theme and Rheme in TVRI and Metro TV News Texts.

Unpublished M. Hum Thesis, English Applied Linguistics Study Program. Medan : Postgraduate Program, State University of Medan.

Vilanilam, J.V. & Vaghese, A.K (2004). Advertising Basics! : A Resource Guide

for Beginners. New Delhi : Sage Publication.

Young, L. & Fitzgerald, B. (2006). The Power of Language. UK : Equinox Publishing Limited.

http://www.epapercatalog.com/paper/kompasdaily- epaper.php. (- -). Retrieved on April 18, 2013.

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6. Other researchers who would like to conduct further an in-depth research on the language use in advertisement, especially car advertisements.

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CHAPTER V

CONCLUSIONS, IMPLICATIONS AND SUGGESTIONS

5.1 Conclusion

Based on the data analyses in Chapter 4, the conclusions are:

1. The Thematic Progressions used in car advertisements was dominantly Constant Theme Pattern with only a few Linear Theme Pattern and there was no Split Rheme Pattern and Derived Theme.

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5.2 Implications

The implications of this research are :

1. Systemic Functional Linguistics is very useful in building further understanding and mastery in relation to advertisements and the language of advertisements.

2. For teachers and lecturers in English Department, they can understand the clause arrangement used in advertisements.

3. For the car dealers, this can be a source of knowledge and skill in producing effective advertisements.

5.3 Suggestions

In relation to the conclusions, suggestions offered are that:

1. it is advisable for the advertisement producers to create good and effective advertisements.

2. it is advisable for the connsumers to have more knowledge in understanding the real meaning behind the advertisements.

3. this study hopefully can used as a reference data for other researchers in conducting an in-depth research on advertisements.

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REFERENCES

Akmal. 2009. Thematic Structures In Computer Help Menu Texts. Unpublished M. Hum Thesis, English Applied Linguistics Study Program. Medan : Postgraduate Program, State University of Medan.

Ary, D., Jacobs, L.C & Razaviah, A. 1979. Introduction to Research in Education.New York : Holt, Rinehart and Winston.

Bloor, T. & Bloor, M. 1995. The Functional Analysis of English : A Hallidayan Approach,London : Arnold.

Bogdan, R.C. & Biklen, S.K. 1992. Qualitative Research for Education : An Introduction to Theory and Method. Boston : Allyn and Bacon.

Brierley, S. 2005.The Advertising Handbook.New York : Routledge.

Cresswell, J. W. 1994. Research Design : Qualitative & Quantitative Approaches. London : Sage Publication.

Cresswell, J. W. 2008. Educational Research : Planning, Conducting, Quantitative adn Qualitative Research. New Jersey : Prenctice Hall.

Denzin, N.K. & Lincoln, Y.S. (Ed). Handbook of Qualitative Approach. California : Sage.

Eggins, S. 1994. An Introduction to Systemic Functional Linguistics. London : Printer Publisher.

Franenkel, J.R. & Wallen, N.E. 2007. How to Design and Evaluate Research in Education : Sixth Edition. New York : McGraw Hill.

Fries, P. (- -).More on Thematic Structure and Revision.Availabe at www. More on Thematic Structure and Revision, html.

Gerot, L. & Wignell, P. 1994. Making Sense of Functional Grammar. Sydney : Gerd Stabler.

Goddard, W. 1998. The Language of Advertising : Written Text. England : Routledge.

Gruba, P. & Evans, D. 2007. How to Write A Better Thesis : Secon Edition. Melbourne : Melbourne University Press.

Halliday, M.A.K. 1994.An Introduction to Functional Grammar: Second Edition. London : Edward Arnold.

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