Semantic Analysis of Fast Food Advertisement Slogans
SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
A THESIS
By
ENDA CHRISTIANA NORA GINTING
147052016/MBE
FACULTY OF CULTURAL SCIENCES
UNIVERSITY OF SUMATERA UTARA
MEDAN
2017
Universitas Sumatera Utara
SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
A THESIS
Submitted as the Partial Fulfillment of Requirement for the Degree of
Master of Arts (M.A.) in English Postgraduate Study Program, Faculty of
Cultural Sciences, University of Sumatera Utara
By
ENDA CHRISTIANA NORA GINTING
147052016/MBE
FACULTY OF CULTURAL SCIENCES
UNIVERSITY OF SUMATERA UTARA
MEDAN
2017
Universitas Sumatera Utara
Title of Thesis
: SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
Name
: ENDA CHRISTIANA NORA GINTING
Reg. Number
: 147052016
Study Program
: English Postgraduate
Approved by
Adviser Commission
(Dr. Deliana, M.Hum.)
Adviser I
(Dr. T. Thyrhaya Zein Sinar,M.A.)
Adviser II
Head of
English Postgraduate Program
Dean of
Faculty of Cultural Sciences
(Dr. Ridwan Hanafiah, S.H., M.A.)
(Dr. Budi Agustono, M.S.)
Passing Date
: 21rd June 2017
Universitas Sumatera Utara
Has been examined on
Date : 21June 2017
Board of Examiners :
Chief
: Dr. Deliana, M.Hum
(…………………….)
Members
: Dr. T. Thyrhaya Zein Sinar, M.A.
(…………………….)
Dr. Ridwan Hanafiah, S.H., M.A.
(…………………….)
Dr. Drs. Umar Mono, M.Hum.
(…………………….)
Rahmadsyah Rangkuti, M.A, Ph.D.
(…………………….)
Universitas Sumatera Utara
DECLARATION
SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
I certify that the thesis I wrote as one of the requirements to obtain the
degree of Master of Arts from English Postgraduate Study Program, Faculty of
Cultural Sciences, University of Sumatera Utara, is exactly my own work.
I certify that I clearly mentioned the reference of the citations I used in
some specific parts of this thesis based on norm, rule, and etiquette of the
technique of a scientific writing.
I certify, in the future, that I am willing to accept the sanction of the
renovation of my academic degree which I receive and other sanction in
accordance with the prevailing laws and regulations, provided some parts or all
parts of this thesis are invented not to be my own work or to commit plagiarism.
Medan, June 2017
The Writer,
Enda Christiana Nora Ginting
Universitas Sumatera Utara
i
SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT
SLOGANS
ABSTRACT
The aims of this study are to find out the types of meaning,and explain the
ways of fast food advertisement slogans. This research is conducted by using
descriptive qualitative design. The data are analyze by using The seven types of
meaning is conducted by using Semantics (the study of meaning) theory by G.
Leech (1983). The data are divided into Seven Types of meaning,they are;
Conceptual meaning, Connotative meaning, Social meaning, Affective meaning,
Reflected meaning, Collocative meaning, and Thematic meaning. The conclussion
of data are taken 75 text data from 10 data Fast Food in Fast Food Advertisement
Slogans. There are found Seven Types of Meaning, There are found Seven Types
of Meaning,they are; Conceptual meaning, Connotative meaning, Social
meaning, Affective meaning , Reflected meaning, Collocative meaning and
Thematic meaning . The Dominant Types of Meaning in Fast Food Advertisement
Slogans is Conceptual Meaning. Based of Conceptual meaning is dominantly in
Fast Food Slogans beacause the meaning of conceptual meaning is refer to
logical, cognitive, or denotative content, focus the dictionary meaning which
indicates the concepts, primary is concerned with the word and thing denote. The
successful application of Leech‟s types of associative meanings because used The
types of meaning in language Advertisement Slogans to persussive the readers, it
is a major commodity in the world of advertisement. Most of the studies done by
contemporary authors, focus on marketing aspects of Advertisements Slogans.
.
Keywords: Semantics,Types of Meaning,Fast Food,Advertisement,Slogans.
i
Universitas Sumatera Utara
ii
ACKNOWLEDGEMENT
First of all, In the Name of Jesus Christ, I would like to big thank to the
holly One and Only one, My God, Jesus of Christ for Blessing,Guidance and
giving me everything health,strength, patience,and ability to finish this thesis,and
also answering my prayer.
In this occasion, many people have involvedin the process of completion
of this thesis I would like to express big thanks to:
1. The Rector of Univeristy of Sumatera Utara Prof. Dr. Runtung Sitepu,S.H,
M.A.
2. The Dean of Faculty of Cultural Sciences Dr. Budi Agustono,M.S.
3. The Head of English Postgraduate Program Dr. Ridwan Hanafiah, S.H, M.A.,
also as the thesis examiner.
4. The Scretary of English Postgraduate Program Dr. Drs. Umar Mono, Dipl.
Trans, M.Hum.,also as the thesis examiner.
5. My great Supervaisor Dr Deliana,M.Hum for the opportunity, Support, time,
patience, encouragement and remarkable supervision in guiding me.
6. The writer very would to thank to my Co-Supervisor Dr. T. Thyrhaya Zein
Sinar, M.A, for her helps, guidance, advice encouragment and patience to
shape the ideas into the thesis.
7. The writer would like
thank also to all lectures who have shared the
knowledge while studying and advice. Sir Rahmadsyah Rangkuti, M.A, Ph.D
as the Thesis Examiner.
8. Especially, the writer very big thanks to My beloved Parents and Family. My
Father (bapakku), Josia Ginting,S.Pd, and My Mother (mamakku) Eva Sari Br
Kaban who always pray , give motivation and support me,giving full love,
patience, encouregment, and also advice to the writer to pursue a higher level
degree of education and contribute for human beings. My old Sisters Hilda
Puspita Sari Ginting,S.Pd/Christiansen Sembiring,S.Pd,, My Old Brother Heri
Oktavianus
Ginting,S.Pd/
Aderina
Sembiring,S.Pd,
Lela
Indriyanti
Ginting,SE/Fereryius Surbakti, Also especially my Niece Wella Elisabeth
Surbakti as my best child friend also help ,anytimefor me and give the writer
happy with all day,friend look at the data Advertisements, my nephew Hizkia
ii
Universitas Sumatera Utara
Putra Perdana Sembiring, nieces Rachel Biregina br Sembiring and Wella
Bethseba Angelica br Surbakti.
9. Ardy Wiyani Ridwan,SS., the Adminitration Staff of English Postgraduate
Study Program for all her help during my study ,give information and always
give me support and motivation.
10. My best Classmates in University of Sumatera Utara for their care, patient,
encouragement, togetherness, shared knowledge, shared story moments and
ideas during study.
Finally, I hope this study will be useful for the readers. I do realize thatdue to my
limited ability this study must have short comings. I welcome any suggestions
and criticisms.
Medan,
May 2017
Enda Christiana Nora Ginting
iii
Universitas Sumatera Utara
CURRICULUM VITAE
Personal Data
Name
: Enda Christiana Nora Ginting
Place, Data of Birth
: Medan, 6th February 1992
Sex
: Female
Religion
: Kristen Protestan
Nationally
: Indonesia
Address
: Jl. Parang 2 Gang Riahna No 20 Medan
Phone Number
: 085296455410
Email
: enda.ginting@yahoo.co.id
Parents
1. Father
: Josia Ginting,S.Pd
Place, Date of Birth
: Pancur Batu, November14th 1955
Occupation
: PNS in SMPN 30 Medan (a retired of
Teacher)
Address
: Jl. Parang 2 Gang Riahna No 20 Medan
2. Mother
: Eva Sari Br Kaban
Place, Date of Birth
: Pernantin, November14th 1963
Occupation
: Housewife
Address
: Jl. Parang 2 Gang Riahna No 20 Medan
Academic Background
a. Formal Education
No
Year
Institution
1
1998-2004
SD Swasta Masehi Medan
2
2004-2007
Smp Swasta Santo Yoseph Meadan
3
2007-2010
Sma Negeri 17 Medan
4
2010-2014
Bachelor of Education (S.Pd) of English
Education in State University of Muslim
Nusantara
5
2014-2017
Master of Arts in English (M.A) Faculty of
Cultural Sciences University of Sumatera Utara
iv
Universitas Sumatera Utara
b. Informal Education
No
Year
Description
1
February,26th 2015
Has attended Marticulation Program for 20
hours held from February 23rd to February
26th with subjects (Introduction to linguistics,
English Discourse, Indonesian Discourse,
Research Methodology, and Translation)
2
August 12-13,2015
Paper Presenter at the 2nd International
Seminar
on
Linguistics,Faculty
of
Humanities-Andalas University. “Language
and Civilization”
3
December, 4th ,
2015
Participant
in International Seminar 2015
“English Teaching,Language Research,and
Language Policy” (English Language and
Literature Department Methodist University
Of Indonesia) at Inna Dharma Deli Hotel,
Medan, Indonesia.
4
December ,10, 2015 Attended a Master Class On, Don‟t Become
„Lostin
Translation‟
the
Communicative
complexities of English in its Global Context,
based on content from the Master of English
in its Global Context (MEGC).
5
March, 5th 2016
Paper Presenter in National Conference on
Language and Culture (NCLC) “Current
v
Universitas Sumatera Utara
Issues on Language and Culture” at H. T.
Amin
Ridwan
Hall-Faculty of
Cultural
Sciences University of Sumatera Utara.
6
November, 29 th30th 2010
Presenter in International Conference on
Culture
and
Local
Wisdom
(ICCLW)
“Globalization,National Culture, and Local
Wisdom: The Sustainability and Preservation
of Culture and Local Wisdom in Facing
ASEAN Economic Community” at Grand
Kanaya Hotel Medan-Indonesia
7
December,
Participant in the First International Seminar
23rd,2016
on
Language,
Literature
and
Language
Learning 2016 at University of Medan.
8
April, 29th, 2017
Presenter in Second National Conference on
Language and Culture “Multiculturalism in
Language, Society, and Cyber World” at H. T
Amin
Ridwan
Hall,Faculty
of
Cultural
Sciences University of Sumatera Utara.
vi
Universitas Sumatera Utara
TABLE OF CONTENTS
ABSTRACT............................................................................. ..............
ACKNOWLWDGMENT .....................................................................
CURRICULUM VITAE .......................................................................
TABLE OF CONTENTS ......................................................................
LIST OF TABLES ................................................................................
LIST OF FIGURES ..............................................................................
CHAPTER I NTRODUCTION ..........................................................
1.1 Background of the Study.................................................................
1.2 Problem of the Study....................................................................
1.3 Objectives of the Study ................................................
1.4 Scope of the Study .......................................................
1.5 Significance of Study ..................................................
Page
i
ii
iv
vii
ix
x
1
1
5
5
6
6
CHAPTER II REVIEW OF LITERATURE .....................................
2.1 Definition of Semantics ...............................................
2.2 Advertisement ..............................................................
2.2.1 Definition of Advertisement ..............................
2.2.2 Slogans ...............................................................
2.3 Fast Food ......................................................................
2.4 Theoritical Framework ................................................
2.4.1 Seven Types of Meaning ...................................
2.4.1.1 Conceptual Meaning ............................
2.4.1.2 Connotative Meaning ...........................
2.4.1.3 Social Meaning .....................................
2.4.1.4 Affective Meaning................................
2.4.1.5 Reflected Meaning ...............................
2.4.1.6 Collacative Meaning ............................
2.4.1.7 Thematic Meaning................................
2.5 Conceptual Framework ................................................
2.6 Previous of Relevant Studies .......................................
7
7
9
9
11
12
13
13
16
17
19
20
21
22
23
25
27
CHAPTER III RESEARCH METHOD .............................................
3.1 Research Design .........................................................
3.2 Source of The Data and Data ......................................
3.2.1 Data ....................................................................
3.2.2 Source of Data ..................................................
3.3 Technique for Collection Data .....................................
3.4 Technique of Data Analysis .........................................
32
32
33
33
33
41
43
CHAPTER IV DATA ANALYSIS AND FINDINGS ........................
48
4.1 Data Analysis .........................................................
48
4.1.1Seven Types of Meaning in Analysis Fast Food
Advertisement Slogans ...................................
48
4.1.1.1 Conceptual Meaning inAnalysis Fast Food
vii
Universitas Sumatera Utara
Advertisement Slogans......................... 48
4.1.1.2 Connotative Meaning in Analysis Fast Food
Advertisement Slogans ............................
55
4.1.1.3 Soial Meaning in Analysis Fast Food
Advertisement Slogans ............................
58
4.1.1.4 Affective Meaning in Analysis Fast Food
Advertisement Slogans ............................
60
4.1.1.5 Reflected Meaning in Analysis Fast Food
Advertisement Slogans ............................
64
4.1.1.6 Collocative Meaning in Analysis Fast Food
Advertisement Slogans ............................
65
4.1.1.7 Thematic Meaning in Analysis Fast Food
Advertisement Slogans ............................
66
4.2 Findings of Data ..................................................
48
4.1 Seven Types of Meaning in Analysis Fast Food
Advertisement Slogans ........................................
48
4.1.1 Types of Meaning used in Fast Food Advertisement
Slogans .................................................................
48
4.1.2 How the Types of Meaning are Used in Fast Food
Advertisement Slogans ........................................
69
CHAPTER V CONCLUSION AND SUGGESTION ........................
5.1 Conclusions ..................................................................
5.2 Suggestions ..................................................................
85
85
86
REFERENCES ......................................................................................
87
APPENDIX
viii
Universitas Sumatera Utara
LIST OF TABLES
Page
Tables 2.1. Seven Types of Meaning ......................................................
13
Table 2.2. The characteristics of Conceptual meaning ...........................
16
Table 2.3. The characteristics of Connotative meaning ..........................
18
Table 2.4. The characteristics Social meaning ........................................
20
Table 2.5. The characteristics of Affective meaning ..............................
21
Table 2.6. The characteristics of Reflected meaning ..............................
22
Table 2.7. The characteristics of Collocative meaning ...........................
23
Table 2.8. The characteristics of Thematic meaning ..............................
24
Table 3.2. Source Data Analysis in Fast Food Advertisement Slogans ..
34
Table 4.1. Analysis Conceptual Meaning in Fast Food
Advertisement Slogans ...............................................................
48
Table 4.2. Analysis Connotative Meaning in Fast Food
Advertisement Slogans ...............................................................
55
Table 4.3. Analysis Social Meaning in Fast Food Advertisement
Slogans ........................................................................................
58
Table 4.4. Analysis Affective Meaning in Fast Food Advertisement
Slogans .......................................................................................
60
Table 4.5. Analysis Reflected Meaning in Fast Food Advertisement
Slogans ........................................................................................
64
Table 4.6. Analysis Collocative Meaning in Fast Food Advertisement
Slogans .......................................................................................
65
Table 4.7. Analysis Thematic Meaning in Fast Food Advertisement
Slogans ....................................................................................................
66
Table 4.8 Conceptual Meaning used in Fast Food Advertisement Sogans.. 69
Table 4.9 Connotative Meaning used in Fast Food Advertisement Sogans.. 74
ix
Universitas Sumatera Utara
Table 4.10 Social Meaning used in Fast Food Advertisement Sogans....... 76
Table 4.11 Affective Meaning used in Fast Food Advertisement Sogans.. 78
Table 4.12 Reflected Meaning used in Fast Food Advertisement Sogans.. 81
Table 4.13 Thematic Meaning used in Fast Food Advertisement Sogans.. 83
x
Universitas Sumatera Utara
LIST OF FIGURES
Page
Figure 2.1 Flowchart Conceptual Framework ...........................................................26
Figure 3.1. The Data Source of the Study are Fast Food Advertisement Slogans .....34
Figure 3.2. Source Data Analysis in Fast Food Advertisement Slogans ..................45
xi
Universitas Sumatera Utara
ADVERTISEMENT SLOGANS
A THESIS
By
ENDA CHRISTIANA NORA GINTING
147052016/MBE
FACULTY OF CULTURAL SCIENCES
UNIVERSITY OF SUMATERA UTARA
MEDAN
2017
Universitas Sumatera Utara
SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
A THESIS
Submitted as the Partial Fulfillment of Requirement for the Degree of
Master of Arts (M.A.) in English Postgraduate Study Program, Faculty of
Cultural Sciences, University of Sumatera Utara
By
ENDA CHRISTIANA NORA GINTING
147052016/MBE
FACULTY OF CULTURAL SCIENCES
UNIVERSITY OF SUMATERA UTARA
MEDAN
2017
Universitas Sumatera Utara
Title of Thesis
: SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
Name
: ENDA CHRISTIANA NORA GINTING
Reg. Number
: 147052016
Study Program
: English Postgraduate
Approved by
Adviser Commission
(Dr. Deliana, M.Hum.)
Adviser I
(Dr. T. Thyrhaya Zein Sinar,M.A.)
Adviser II
Head of
English Postgraduate Program
Dean of
Faculty of Cultural Sciences
(Dr. Ridwan Hanafiah, S.H., M.A.)
(Dr. Budi Agustono, M.S.)
Passing Date
: 21rd June 2017
Universitas Sumatera Utara
Has been examined on
Date : 21June 2017
Board of Examiners :
Chief
: Dr. Deliana, M.Hum
(…………………….)
Members
: Dr. T. Thyrhaya Zein Sinar, M.A.
(…………………….)
Dr. Ridwan Hanafiah, S.H., M.A.
(…………………….)
Dr. Drs. Umar Mono, M.Hum.
(…………………….)
Rahmadsyah Rangkuti, M.A, Ph.D.
(…………………….)
Universitas Sumatera Utara
DECLARATION
SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
I certify that the thesis I wrote as one of the requirements to obtain the
degree of Master of Arts from English Postgraduate Study Program, Faculty of
Cultural Sciences, University of Sumatera Utara, is exactly my own work.
I certify that I clearly mentioned the reference of the citations I used in
some specific parts of this thesis based on norm, rule, and etiquette of the
technique of a scientific writing.
I certify, in the future, that I am willing to accept the sanction of the
renovation of my academic degree which I receive and other sanction in
accordance with the prevailing laws and regulations, provided some parts or all
parts of this thesis are invented not to be my own work or to commit plagiarism.
Medan, June 2017
The Writer,
Enda Christiana Nora Ginting
Universitas Sumatera Utara
i
SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT
SLOGANS
ABSTRACT
The aims of this study are to find out the types of meaning,and explain the
ways of fast food advertisement slogans. This research is conducted by using
descriptive qualitative design. The data are analyze by using The seven types of
meaning is conducted by using Semantics (the study of meaning) theory by G.
Leech (1983). The data are divided into Seven Types of meaning,they are;
Conceptual meaning, Connotative meaning, Social meaning, Affective meaning,
Reflected meaning, Collocative meaning, and Thematic meaning. The conclussion
of data are taken 75 text data from 10 data Fast Food in Fast Food Advertisement
Slogans. There are found Seven Types of Meaning, There are found Seven Types
of Meaning,they are; Conceptual meaning, Connotative meaning, Social
meaning, Affective meaning , Reflected meaning, Collocative meaning and
Thematic meaning . The Dominant Types of Meaning in Fast Food Advertisement
Slogans is Conceptual Meaning. Based of Conceptual meaning is dominantly in
Fast Food Slogans beacause the meaning of conceptual meaning is refer to
logical, cognitive, or denotative content, focus the dictionary meaning which
indicates the concepts, primary is concerned with the word and thing denote. The
successful application of Leech‟s types of associative meanings because used The
types of meaning in language Advertisement Slogans to persussive the readers, it
is a major commodity in the world of advertisement. Most of the studies done by
contemporary authors, focus on marketing aspects of Advertisements Slogans.
.
Keywords: Semantics,Types of Meaning,Fast Food,Advertisement,Slogans.
i
Universitas Sumatera Utara
ii
ACKNOWLEDGEMENT
First of all, In the Name of Jesus Christ, I would like to big thank to the
holly One and Only one, My God, Jesus of Christ for Blessing,Guidance and
giving me everything health,strength, patience,and ability to finish this thesis,and
also answering my prayer.
In this occasion, many people have involvedin the process of completion
of this thesis I would like to express big thanks to:
1. The Rector of Univeristy of Sumatera Utara Prof. Dr. Runtung Sitepu,S.H,
M.A.
2. The Dean of Faculty of Cultural Sciences Dr. Budi Agustono,M.S.
3. The Head of English Postgraduate Program Dr. Ridwan Hanafiah, S.H, M.A.,
also as the thesis examiner.
4. The Scretary of English Postgraduate Program Dr. Drs. Umar Mono, Dipl.
Trans, M.Hum.,also as the thesis examiner.
5. My great Supervaisor Dr Deliana,M.Hum for the opportunity, Support, time,
patience, encouragement and remarkable supervision in guiding me.
6. The writer very would to thank to my Co-Supervisor Dr. T. Thyrhaya Zein
Sinar, M.A, for her helps, guidance, advice encouragment and patience to
shape the ideas into the thesis.
7. The writer would like
thank also to all lectures who have shared the
knowledge while studying and advice. Sir Rahmadsyah Rangkuti, M.A, Ph.D
as the Thesis Examiner.
8. Especially, the writer very big thanks to My beloved Parents and Family. My
Father (bapakku), Josia Ginting,S.Pd, and My Mother (mamakku) Eva Sari Br
Kaban who always pray , give motivation and support me,giving full love,
patience, encouregment, and also advice to the writer to pursue a higher level
degree of education and contribute for human beings. My old Sisters Hilda
Puspita Sari Ginting,S.Pd/Christiansen Sembiring,S.Pd,, My Old Brother Heri
Oktavianus
Ginting,S.Pd/
Aderina
Sembiring,S.Pd,
Lela
Indriyanti
Ginting,SE/Fereryius Surbakti, Also especially my Niece Wella Elisabeth
Surbakti as my best child friend also help ,anytimefor me and give the writer
happy with all day,friend look at the data Advertisements, my nephew Hizkia
ii
Universitas Sumatera Utara
Putra Perdana Sembiring, nieces Rachel Biregina br Sembiring and Wella
Bethseba Angelica br Surbakti.
9. Ardy Wiyani Ridwan,SS., the Adminitration Staff of English Postgraduate
Study Program for all her help during my study ,give information and always
give me support and motivation.
10. My best Classmates in University of Sumatera Utara for their care, patient,
encouragement, togetherness, shared knowledge, shared story moments and
ideas during study.
Finally, I hope this study will be useful for the readers. I do realize thatdue to my
limited ability this study must have short comings. I welcome any suggestions
and criticisms.
Medan,
May 2017
Enda Christiana Nora Ginting
iii
Universitas Sumatera Utara
CURRICULUM VITAE
Personal Data
Name
: Enda Christiana Nora Ginting
Place, Data of Birth
: Medan, 6th February 1992
Sex
: Female
Religion
: Kristen Protestan
Nationally
: Indonesia
Address
: Jl. Parang 2 Gang Riahna No 20 Medan
Phone Number
: 085296455410
: enda.ginting@yahoo.co.id
Parents
1. Father
: Josia Ginting,S.Pd
Place, Date of Birth
: Pancur Batu, November14th 1955
Occupation
: PNS in SMPN 30 Medan (a retired of
Teacher)
Address
: Jl. Parang 2 Gang Riahna No 20 Medan
2. Mother
: Eva Sari Br Kaban
Place, Date of Birth
: Pernantin, November14th 1963
Occupation
: Housewife
Address
: Jl. Parang 2 Gang Riahna No 20 Medan
Academic Background
a. Formal Education
No
Year
Institution
1
1998-2004
SD Swasta Masehi Medan
2
2004-2007
Smp Swasta Santo Yoseph Meadan
3
2007-2010
Sma Negeri 17 Medan
4
2010-2014
Bachelor of Education (S.Pd) of English
Education in State University of Muslim
Nusantara
5
2014-2017
Master of Arts in English (M.A) Faculty of
Cultural Sciences University of Sumatera Utara
iv
Universitas Sumatera Utara
b. Informal Education
No
Year
Description
1
February,26th 2015
Has attended Marticulation Program for 20
hours held from February 23rd to February
26th with subjects (Introduction to linguistics,
English Discourse, Indonesian Discourse,
Research Methodology, and Translation)
2
August 12-13,2015
Paper Presenter at the 2nd International
Seminar
on
Linguistics,Faculty
of
Humanities-Andalas University. “Language
and Civilization”
3
December, 4th ,
2015
Participant
in International Seminar 2015
“English Teaching,Language Research,and
Language Policy” (English Language and
Literature Department Methodist University
Of Indonesia) at Inna Dharma Deli Hotel,
Medan, Indonesia.
4
December ,10, 2015 Attended a Master Class On, Don‟t Become
„Lostin
Translation‟
the
Communicative
complexities of English in its Global Context,
based on content from the Master of English
in its Global Context (MEGC).
5
March, 5th 2016
Paper Presenter in National Conference on
Language and Culture (NCLC) “Current
v
Universitas Sumatera Utara
Issues on Language and Culture” at H. T.
Amin
Ridwan
Hall-Faculty of
Cultural
Sciences University of Sumatera Utara.
6
November, 29 th30th 2010
Presenter in International Conference on
Culture
and
Local
Wisdom
(ICCLW)
“Globalization,National Culture, and Local
Wisdom: The Sustainability and Preservation
of Culture and Local Wisdom in Facing
ASEAN Economic Community” at Grand
Kanaya Hotel Medan-Indonesia
7
December,
Participant in the First International Seminar
23rd,2016
on
Language,
Literature
and
Language
Learning 2016 at University of Medan.
8
April, 29th, 2017
Presenter in Second National Conference on
Language and Culture “Multiculturalism in
Language, Society, and Cyber World” at H. T
Amin
Ridwan
Hall,Faculty
of
Cultural
Sciences University of Sumatera Utara.
vi
Universitas Sumatera Utara
TABLE OF CONTENTS
ABSTRACT............................................................................. ..............
ACKNOWLWDGMENT .....................................................................
CURRICULUM VITAE .......................................................................
TABLE OF CONTENTS ......................................................................
LIST OF TABLES ................................................................................
LIST OF FIGURES ..............................................................................
CHAPTER I NTRODUCTION ..........................................................
1.1 Background of the Study.................................................................
1.2 Problem of the Study....................................................................
1.3 Objectives of the Study ................................................
1.4 Scope of the Study .......................................................
1.5 Significance of Study ..................................................
Page
i
ii
iv
vii
ix
x
1
1
5
5
6
6
CHAPTER II REVIEW OF LITERATURE .....................................
2.1 Definition of Semantics ...............................................
2.2 Advertisement ..............................................................
2.2.1 Definition of Advertisement ..............................
2.2.2 Slogans ...............................................................
2.3 Fast Food ......................................................................
2.4 Theoritical Framework ................................................
2.4.1 Seven Types of Meaning ...................................
2.4.1.1 Conceptual Meaning ............................
2.4.1.2 Connotative Meaning ...........................
2.4.1.3 Social Meaning .....................................
2.4.1.4 Affective Meaning................................
2.4.1.5 Reflected Meaning ...............................
2.4.1.6 Collacative Meaning ............................
2.4.1.7 Thematic Meaning................................
2.5 Conceptual Framework ................................................
2.6 Previous of Relevant Studies .......................................
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CHAPTER III RESEARCH METHOD .............................................
3.1 Research Design .........................................................
3.2 Source of The Data and Data ......................................
3.2.1 Data ....................................................................
3.2.2 Source of Data ..................................................
3.3 Technique for Collection Data .....................................
3.4 Technique of Data Analysis .........................................
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CHAPTER IV DATA ANALYSIS AND FINDINGS ........................
48
4.1 Data Analysis .........................................................
48
4.1.1Seven Types of Meaning in Analysis Fast Food
Advertisement Slogans ...................................
48
4.1.1.1 Conceptual Meaning inAnalysis Fast Food
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Advertisement Slogans......................... 48
4.1.1.2 Connotative Meaning in Analysis Fast Food
Advertisement Slogans ............................
55
4.1.1.3 Soial Meaning in Analysis Fast Food
Advertisement Slogans ............................
58
4.1.1.4 Affective Meaning in Analysis Fast Food
Advertisement Slogans ............................
60
4.1.1.5 Reflected Meaning in Analysis Fast Food
Advertisement Slogans ............................
64
4.1.1.6 Collocative Meaning in Analysis Fast Food
Advertisement Slogans ............................
65
4.1.1.7 Thematic Meaning in Analysis Fast Food
Advertisement Slogans ............................
66
4.2 Findings of Data ..................................................
48
4.1 Seven Types of Meaning in Analysis Fast Food
Advertisement Slogans ........................................
48
4.1.1 Types of Meaning used in Fast Food Advertisement
Slogans .................................................................
48
4.1.2 How the Types of Meaning are Used in Fast Food
Advertisement Slogans ........................................
69
CHAPTER V CONCLUSION AND SUGGESTION ........................
5.1 Conclusions ..................................................................
5.2 Suggestions ..................................................................
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REFERENCES ......................................................................................
87
APPENDIX
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LIST OF TABLES
Page
Tables 2.1. Seven Types of Meaning ......................................................
13
Table 2.2. The characteristics of Conceptual meaning ...........................
16
Table 2.3. The characteristics of Connotative meaning ..........................
18
Table 2.4. The characteristics Social meaning ........................................
20
Table 2.5. The characteristics of Affective meaning ..............................
21
Table 2.6. The characteristics of Reflected meaning ..............................
22
Table 2.7. The characteristics of Collocative meaning ...........................
23
Table 2.8. The characteristics of Thematic meaning ..............................
24
Table 3.2. Source Data Analysis in Fast Food Advertisement Slogans ..
34
Table 4.1. Analysis Conceptual Meaning in Fast Food
Advertisement Slogans ...............................................................
48
Table 4.2. Analysis Connotative Meaning in Fast Food
Advertisement Slogans ...............................................................
55
Table 4.3. Analysis Social Meaning in Fast Food Advertisement
Slogans ........................................................................................
58
Table 4.4. Analysis Affective Meaning in Fast Food Advertisement
Slogans .......................................................................................
60
Table 4.5. Analysis Reflected Meaning in Fast Food Advertisement
Slogans ........................................................................................
64
Table 4.6. Analysis Collocative Meaning in Fast Food Advertisement
Slogans .......................................................................................
65
Table 4.7. Analysis Thematic Meaning in Fast Food Advertisement
Slogans ....................................................................................................
66
Table 4.8 Conceptual Meaning used in Fast Food Advertisement Sogans.. 69
Table 4.9 Connotative Meaning used in Fast Food Advertisement Sogans.. 74
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Table 4.10 Social Meaning used in Fast Food Advertisement Sogans....... 76
Table 4.11 Affective Meaning used in Fast Food Advertisement Sogans.. 78
Table 4.12 Reflected Meaning used in Fast Food Advertisement Sogans.. 81
Table 4.13 Thematic Meaning used in Fast Food Advertisement Sogans.. 83
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LIST OF FIGURES
Page
Figure 2.1 Flowchart Conceptual Framework ...........................................................26
Figure 3.1. The Data Source of the Study are Fast Food Advertisement Slogans .....34
Figure 3.2. Source Data Analysis in Fast Food Advertisement Slogans ..................45
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