Verbal and Visual Presentation in Indian and Indonesian Political Advertisements.
VERBAL AND VISUAL PRESENTATION IN
INDIAN AND INDONESIAN
POLITICAL ADVERTISEMENTS
BY
NI LUH DESY EKA YUDIANTARI
1201305020
ENGLISH DEPARTMENT
FACULTY OF ARTS
UDAYANA UNIVERSITY
DENPASAR
2016
ACKNOWLEDGEMENTS
First of all, I would like to say the greatest thank to Ida Sang Hyang Widhi
Wasa for his majesty, strength, love and blessing that I can complete this study. He
has giving me the best way to complete my final assignment to obtain S.S. degree
entitled Verbal and Visual Presentation in Indian and Indonesian Political
Advertisement.
In arranging this paper, I would like to thank everyone who has been helping
me so that this paper can be completed. In this occasion, I would like to express my
sincere respect and gratitude especially to the Dean of Faculty of Arts Udayana
University Prof. Dr. Ni Luh Sutjiati Beratha, M.A., The Head of English Department,
Faculty of Arts Udayana University, Dr. Dra. Ida Ayu Made Puspani, M.Hum.
I also would like to say thank you to my first supervisor Drs. I Ketut Tika,
M.A. and Drs. I Gede Sadia as my second supervisor for their guidance, support, and
suggestion during the process in completing this writing.
I dedicated this paper to my beloved parent, Kadek Suwardita and Luh
Ariantini for all the prayer, never-ending love and support all the time. Thank you to
my partner and friend at once, Pande I Made Dwi Surya Nugraha, for always being a
reminder to me in finishing this paper.
A great appreciation goes to all of my friends for all support, love, and joke
that make me strong to pass all of the semester. Thanks to my college best friend
i
Anggun, Luluk, Luki, Dwi Aditya, Dentisna. Thanks to my Senior High School
mates; Merry, Maya, Dwi Novita and Ana.
I realize this paper is still far from being perfect for all the conditions.
Comment and suggestion from all sides will be much appreciated to improve this
paper.
Finally I hope this paper will be helpful and useful for those who would like
to develop the study of verbal and visual sign in political advertisement related to the
context of situation.
Denpasar, Agustus 2016
Ni Luh Desy Eka Yudiantari
ii
TABLE OF CONTENT
CONTENTS
Pages
Approval Sheet
ACKNOLEDGMENTS ..................................................................................... i
TABLE OF CONTENTS ................................................................................... iii
ABSTRACT ......................................................................................................... vi
CHAPTER I
INTRODUCTION
1.1 Background ................................................................................................... 1
1.2 Problems ........................................................................................................ 3
1.3 Objectives ....................................................................................................... 4
1.3.1 General Objective ............................................................................ 4
1.3.2 Specific Objectives .......................................................................... 4
1.4 Scope of Discussion ....................................................................................... 5
1.5 Research Method .......................................................................................... 5
1.5.1 Data Source ...................................................................................... 5
1.5.2 Method and Technique of Collecting Data ...................................... 6
1.5.3 Method and Technique of Analyzing Data ...................................... 7
CHAPTER II
REVIEW
OF
LITERATURES,
CONCEPTS,
AND
THEORETICAL
FRAMEWORK
2.1 Review of Literatures .................................................................................... 8
iii
2.2 Concepts ......................................................................................................... 13
2.2.1 Concept of Advertisement ............................................................... 14
2.2.2 Concept of Political Advertisement ................................................. 14
2.2.3 Concept of Verbal and Visual Signs ................................................ 15
2.2.4 Concept of Context of Situation ....................................................... 15
2.2.5 Concept of Meaning and Function ................................................... 17
2.3 Theoretical Framework ................................................................................ 18
2.3.1 Theory of Advertisement ................................................................. 18
2.3.2 Verbal Signs ..................................................................................... 20
2.3.3 Visual Signs ..................................................................................... 21
2.3.4 Context of Situation ......................................................................... 23
2.3.5 Theory of Meaning and Function .................................................... 31
2.3.5.1 Types of Meaning ............................................................. 31
2.3.5.2 Function of Language ....................................................... 33
2.3.3 Theory of Color Terms .................................................................... 35
CHAPTER III
THE ANALYSIS OF VERBAL AND VISUAL SIGNS OF POLITICAL
ADVERTISEMENTS IN INDIA
3.1 Overview ........................................................................................................ 39
3.2 Data Analysis ................................................................................................. 40
3.2.1 Political Advertisement 1 ................................................................. 40
3.2.1.1 Verbal Presentation ............................................................ 41
3.2.1.2 Visual Presentation ........................................................... 43
iv
3.2.1.3 Context of Situation .......................................................... 46
3.2.1.4 Color Terms ...................................................................... 51
3.2.1.5 Meaning and Function ...................................................... 53
3.2.2 Political Advertisement 2 ................................................................. 54
3.2.2.1 Verbal Presentation ........................................................... 54
3.2.2.2 Visual Presentation ........................................................... 56
3.2.2.3 Context of Situation .......................................................... 59
3.2.2.4 Color Terms ...................................................................... 62
3.2.2.5 Meaning and Function ...................................................... 64
3.2.3 Comparison ...................................................................................... 65
CHAPTER IV
CONCLUSION ................................................................................................... 66
BIBLIOGRAPHY
APPENDICES
v
ABSTRACT
The paper entitled Verbal and Visual Presentation in Indian and Indonesian
Political Advertisement was mainly aimed to analyze the organization of verbal and
visual advertisement in two political advertisements from two different countries,
India and Indonesia. This study was directed to answer two question related to
advertisement; first, how the verbal and visual signs used in political advertisements
in two different countries related to the context of situation, second was what are the
meaning and function found in each political advertisement from these two different
political advertisement from different countries.
There were two political advertisement analyzed in this study. The first
advertisement is from Indian political advertisement named Bharatiya Janata Party.
This advertisement was taken from the official twitter of Bharatiya Janata Party
posted on May, 7th 2014 in account named @BJP4India The second political
advertisement is from Indonesian political advertisement named PDI-P Party. The
advertisement was taken from the official facebook account of PDI-P party posted on
March, 25th 2014 by the facebook account named PDI Perjuangan. These two
advertisements were descriptively analyzed based on the theory of context of
situation proposed by Halliday, and the theory meaning and function proposed by
Leech (1974).
Based on the analysis of the three features of the context of situation in each
political advertisement, it gave the information about; the kind of advertisement, the
participants of the advertisement, and the language used by the company to persuade
the target readers/voters. From the analysis of these two political advertisements
would help the readers as the voters to understand the messages carried in each
political advertisement. The message contained in each political advertisement
offered an opportunity for the communication between the candidate of the party and
the voters. In the end of the discussion showing that every sentence in the political
advertisements has their own meaning and function. Generally, conceptual meaning
used in order to make the readers as the voters easier in catching the messages of the
advertisements because it functioned to give information to the readers about the
things presented in the advertisements. Other meanings such as connotative meaning
and affective meaning were also used to attract the reader’s attention and convince
them to choose the candidate promoted by the party. The sentences in these two
political advertisements were also conveying the function of language used such as
informational, expressive function, and directive function.
Keywords: Verbal Sign, Visual Sign, Context of Situation, Meaning and Function
vi
INDIAN AND INDONESIAN
POLITICAL ADVERTISEMENTS
BY
NI LUH DESY EKA YUDIANTARI
1201305020
ENGLISH DEPARTMENT
FACULTY OF ARTS
UDAYANA UNIVERSITY
DENPASAR
2016
ACKNOWLEDGEMENTS
First of all, I would like to say the greatest thank to Ida Sang Hyang Widhi
Wasa for his majesty, strength, love and blessing that I can complete this study. He
has giving me the best way to complete my final assignment to obtain S.S. degree
entitled Verbal and Visual Presentation in Indian and Indonesian Political
Advertisement.
In arranging this paper, I would like to thank everyone who has been helping
me so that this paper can be completed. In this occasion, I would like to express my
sincere respect and gratitude especially to the Dean of Faculty of Arts Udayana
University Prof. Dr. Ni Luh Sutjiati Beratha, M.A., The Head of English Department,
Faculty of Arts Udayana University, Dr. Dra. Ida Ayu Made Puspani, M.Hum.
I also would like to say thank you to my first supervisor Drs. I Ketut Tika,
M.A. and Drs. I Gede Sadia as my second supervisor for their guidance, support, and
suggestion during the process in completing this writing.
I dedicated this paper to my beloved parent, Kadek Suwardita and Luh
Ariantini for all the prayer, never-ending love and support all the time. Thank you to
my partner and friend at once, Pande I Made Dwi Surya Nugraha, for always being a
reminder to me in finishing this paper.
A great appreciation goes to all of my friends for all support, love, and joke
that make me strong to pass all of the semester. Thanks to my college best friend
i
Anggun, Luluk, Luki, Dwi Aditya, Dentisna. Thanks to my Senior High School
mates; Merry, Maya, Dwi Novita and Ana.
I realize this paper is still far from being perfect for all the conditions.
Comment and suggestion from all sides will be much appreciated to improve this
paper.
Finally I hope this paper will be helpful and useful for those who would like
to develop the study of verbal and visual sign in political advertisement related to the
context of situation.
Denpasar, Agustus 2016
Ni Luh Desy Eka Yudiantari
ii
TABLE OF CONTENT
CONTENTS
Pages
Approval Sheet
ACKNOLEDGMENTS ..................................................................................... i
TABLE OF CONTENTS ................................................................................... iii
ABSTRACT ......................................................................................................... vi
CHAPTER I
INTRODUCTION
1.1 Background ................................................................................................... 1
1.2 Problems ........................................................................................................ 3
1.3 Objectives ....................................................................................................... 4
1.3.1 General Objective ............................................................................ 4
1.3.2 Specific Objectives .......................................................................... 4
1.4 Scope of Discussion ....................................................................................... 5
1.5 Research Method .......................................................................................... 5
1.5.1 Data Source ...................................................................................... 5
1.5.2 Method and Technique of Collecting Data ...................................... 6
1.5.3 Method and Technique of Analyzing Data ...................................... 7
CHAPTER II
REVIEW
OF
LITERATURES,
CONCEPTS,
AND
THEORETICAL
FRAMEWORK
2.1 Review of Literatures .................................................................................... 8
iii
2.2 Concepts ......................................................................................................... 13
2.2.1 Concept of Advertisement ............................................................... 14
2.2.2 Concept of Political Advertisement ................................................. 14
2.2.3 Concept of Verbal and Visual Signs ................................................ 15
2.2.4 Concept of Context of Situation ....................................................... 15
2.2.5 Concept of Meaning and Function ................................................... 17
2.3 Theoretical Framework ................................................................................ 18
2.3.1 Theory of Advertisement ................................................................. 18
2.3.2 Verbal Signs ..................................................................................... 20
2.3.3 Visual Signs ..................................................................................... 21
2.3.4 Context of Situation ......................................................................... 23
2.3.5 Theory of Meaning and Function .................................................... 31
2.3.5.1 Types of Meaning ............................................................. 31
2.3.5.2 Function of Language ....................................................... 33
2.3.3 Theory of Color Terms .................................................................... 35
CHAPTER III
THE ANALYSIS OF VERBAL AND VISUAL SIGNS OF POLITICAL
ADVERTISEMENTS IN INDIA
3.1 Overview ........................................................................................................ 39
3.2 Data Analysis ................................................................................................. 40
3.2.1 Political Advertisement 1 ................................................................. 40
3.2.1.1 Verbal Presentation ............................................................ 41
3.2.1.2 Visual Presentation ........................................................... 43
iv
3.2.1.3 Context of Situation .......................................................... 46
3.2.1.4 Color Terms ...................................................................... 51
3.2.1.5 Meaning and Function ...................................................... 53
3.2.2 Political Advertisement 2 ................................................................. 54
3.2.2.1 Verbal Presentation ........................................................... 54
3.2.2.2 Visual Presentation ........................................................... 56
3.2.2.3 Context of Situation .......................................................... 59
3.2.2.4 Color Terms ...................................................................... 62
3.2.2.5 Meaning and Function ...................................................... 64
3.2.3 Comparison ...................................................................................... 65
CHAPTER IV
CONCLUSION ................................................................................................... 66
BIBLIOGRAPHY
APPENDICES
v
ABSTRACT
The paper entitled Verbal and Visual Presentation in Indian and Indonesian
Political Advertisement was mainly aimed to analyze the organization of verbal and
visual advertisement in two political advertisements from two different countries,
India and Indonesia. This study was directed to answer two question related to
advertisement; first, how the verbal and visual signs used in political advertisements
in two different countries related to the context of situation, second was what are the
meaning and function found in each political advertisement from these two different
political advertisement from different countries.
There were two political advertisement analyzed in this study. The first
advertisement is from Indian political advertisement named Bharatiya Janata Party.
This advertisement was taken from the official twitter of Bharatiya Janata Party
posted on May, 7th 2014 in account named @BJP4India The second political
advertisement is from Indonesian political advertisement named PDI-P Party. The
advertisement was taken from the official facebook account of PDI-P party posted on
March, 25th 2014 by the facebook account named PDI Perjuangan. These two
advertisements were descriptively analyzed based on the theory of context of
situation proposed by Halliday, and the theory meaning and function proposed by
Leech (1974).
Based on the analysis of the three features of the context of situation in each
political advertisement, it gave the information about; the kind of advertisement, the
participants of the advertisement, and the language used by the company to persuade
the target readers/voters. From the analysis of these two political advertisements
would help the readers as the voters to understand the messages carried in each
political advertisement. The message contained in each political advertisement
offered an opportunity for the communication between the candidate of the party and
the voters. In the end of the discussion showing that every sentence in the political
advertisements has their own meaning and function. Generally, conceptual meaning
used in order to make the readers as the voters easier in catching the messages of the
advertisements because it functioned to give information to the readers about the
things presented in the advertisements. Other meanings such as connotative meaning
and affective meaning were also used to attract the reader’s attention and convince
them to choose the candidate promoted by the party. The sentences in these two
political advertisements were also conveying the function of language used such as
informational, expressive function, and directive function.
Keywords: Verbal Sign, Visual Sign, Context of Situation, Meaning and Function
vi