Verbal and Visual Messages in Weekly "Voice" Cover.

VERBAL AND VISUAL MESSAGES

IN WEEKLY

“

VOICE

”

COVER

HARTANTI LATIEF PERDANASARI 1201305075

ENGLISH DEPARTMENT

FACULTY OF ARTS

UDAYANA UNIVERSITY

ii

VERBAL AND VISUAL MESSAGES

IN WEEKLY

“

VOICE

”

_COVER

HARTANTI LATIEF PERDANASARI 1201305075

ENGLISH DEPARTMENT

FACULTY OF ARTS

UDAYANA UNIVERSITY

ii

iii

ACKNOWLEDGEMENTS

First of all, I would like to gratitude Almighty God, Jesus Christ for blessing me in doing this paper therefore I can finish this paper in the right time. So in this chance, I am very grateful to the first supervisor, I Wayan Mulyawan, S.S., M.Hum and my second supervisor Ni Luh Putu Krisnawati,S.S., M.Hum, for their supervision, support and give contribution in doing this paper.

My greatest attitude is also due to the following people for their assistance both morally and materially to finish my paper.

1. Prof. Dr. Ni Luh Sutjiati Beratha, M.A. as the Dean of Faculty of Letters and I Gusti Ngurah Parthama,S.S., M.HUM. as the Head of The English Department, Faculty of Letters Udayana University.

2. Putu Ayu Asty Senja Pratiwi, S.S., M.Hum. as my Academic

Supervisor for the encouragement and have given me valuable knowledge.

3. My special thanks are also due to my beloved family, especially my beloved mother Dra. Budi Hartatik, Ak. for praying, accompanying and taking care of me to do many best things ever in my life. For my sisters Dian and Nadya who also give me support. I believe that without their support this study would have been much more difficult to complete.

Denpasar, March 2016

iv ABSTRACT

The title of this paper is Verbal and Visual Messages in Weekly “VOICE” Cover. The discussion in this study is aimed to describe the types of meaning and function that exist on booklet cover of

v

TABLE OF CONTENTS

ACKNOWLEDGEMENTS ... iii

ABSTRACT ... iv

TABLE OF CONTENTS ... v

CHAPTER I INTRODUCTION ... 1

1.1 Background of Study ... 1

1.2 Problems of Study... 2

1.3 Aims of Study ... 3

1.4 Scope of Discussion ... 3

1.5 Research Method ... 4

1.5.1 Data Source ... 4

1.5.2 Method and Technique of Collecting Data ... 4

1.5.3 Method and Technique of Analyzing Data ... 5

1.5.4 Method and Technique of Presenting Analysis ... 5

CHAPTER II LITERATURE REVIEW, CONCEPTS, AND THEORETICAL FRAMEWORK ... 6

2.1 Literature Review ... 6

2.2 Concepts ... 10

2.2.1 Types of Meaning ... 10

2.2.2 Function ... 11

2.2.3 Verbal Message ... 11

vi

2.3 Theoretical Framework ... 12

1 CHAPTER I INTRODUCTION

1.1 Background of Study

Language plays a great part in our life. It has an important role in societies (Bloomfield 1979:3). There are various ways in using language, for example is using language on a booklet cover. We already know that a booklet should have great creative cover. The important things in booklet cover are the text and picture or colour.

Writing for booklet is different to writing for magazines, newspapers or the Web. Booklet and flyers are often handed out in passing, and thus the booklet headline needs to be short and sweet in order to hold the reader's attention.

Use evocative words that drive readers to perform an action after reading the booklet, such as enquiring about your product, donating towards a cause or signing up for a subscription. Using colour on booklet design will help make it interesting to be seeing or reading from others. People tend to respond to colours much faster than plain text.

A booklet is a means of communication, a tangible marketing tool for

communicate the desired message, we need to have a good cover booklet design. Whether the booklets aim to inform, educate or promote, compelling booklet design is what captures the attention of the target audience, and it enables them to process important information contained within the booklet. Text within booklet is often longer, and more in depth than text for regular advertisements. This is because booklets aim to educate audiences about a specific product or service for better understanding therefore good booklet design is essential to attract the audience. So, that is why verbal and visual messages are important in booklet cover because it can attract the reader to read it.

1.3 Aims of Study

Related to the problem, there are two aims of this study. Including:

1. To describe the types of meaning and function of verbal and visual messages in weekly

1.5 Research Method

In this study proposed the method used to solve the problems. The section method covered into four point of discussion: Data source, Method and technique of collecting data, and Method and technique of analyzing data.

1.5.1 Data Source

1. Firstly, the data of verbal and visual messages was obtaining the printed voice cover from the internet.

2. Secondly, identified and classified based on their forms and positions. 3. Thirdly, classified the structure of the booklet cover.

1.5.3 Method and Technique of Analyzing Data

The data was collected by using qualitative method. In analyzing the data, every sample was analyzed based on meaning and function that exist in weekly

6 2.1 Literature Review

There are three theses done by some of the previous students and two article of international journals related to this study which rise up the topic about Verbal and Visual messages.

Septiana (2013), her study is aimed to analyzed the verbal and visual messages presented on printed advertisement of

Septiana thesis and this study is in focusing in the data collecting but similar in problem of study. The Septiana

to support this study are theories proposed by Saussure, Dyer and Leech. It also applies theory of context of situation by Halliday. The data of this research were taken from five cartoons from one book of Australian sport cartoon by documentary method. The data were taken by reading and compiling, and then the collected data were analyzed in order to find out the context of situation, correlation between the signs, and the message inside it. Based on the analysis, the relationship between visual and verbal and also the context of situation are work together to convey the message of those cartoons. The correlations between components of cartoons were organized well. The cartoons have a good combination between visual and verbal sign. They support each other to attract and make the reader smile because of some joke on the meaning inside it and by read the words the reader will easily to understand the cartoons. From the explanation previously, it can be concluded that the primary function of cartoon is to entertain the reader by using visual and verbal signs. The difference between Shakuntala is using Cartoon as the data, while this study is using booklet cover. The problems of Shakuntala

mental imagery (Helme-Guizon, 1995) representing the first response considered in this research. The second response covered is recall. The latter is part of the explanatory variables of experiential behavior. The overall affective reaction is represented by the attitude toward the advertisement and the attitude toward the brand (Gouteron, 1998). The theoretical framework of the advertising rhetoric is first presented. The effect of the figures on imagery and recall is then studied. An experiment checks the existence of the previously considered relationships. The difference between this journal and this study is in the research method, this journal was used the quantitative data and kind of field research. This study used the qualitative data and kind of library research.

Sabrina Francesconi (2011), article international journal research, the scope of the paper is to investigate the role of visual and verbal modes in destination image formation, with a focus on the 2009

and this study is in the theory and the data, but similar in using analysis, that is about verbal and visual.

2.2 Concepts

This section contains some concepts as introduced by linguist that may help in analyzing verbal and visual as the scope of this study such as types of meaning and function, verbal message, and visual message.

2.2.1 Types of Meaning

2.2.2 Function

According to Cook (1992:2), function can be considered as what the text is

intended to do by the senders and addresser, or perceived to do by the receivers and addressees.

Leech states that there are five most important communicative function of language, such as: expressive function, informational function, aesthetic function, directive function, and phatic function.

2.2.3 Verbal Message

A message in its most general meaning is an object of communication. Message usually passed or sent by speech, in writing, by words, signals, or other means as well such as from one person, group or to another (John Fiske, 2009).

Verbal message is the text of the book cover. Almost all of the book covers have text or title in the form of phrases, words, and sentences. Dyer states that words not only describe things, communicate feelings, associations, and attitudes, but they also bring ideas to our mind. Sentences are usually simply constructed and short. Candler (2001:5) states that the term text usually refers to a message which is recorded in some way (e.g. writing) so that it is physically independent of its sender and receiver.

2.2.4 Visual Message

Visual message, visual can be described in form of picture of the text, such as picture, diagram or illustrations. The picture of the text make it easier understands to read and make interesting as well. Dyer implies that non-verbal or visual are divided into appearance (age, gender, national, and racial, hair, body, size, and looks), and manner (expressions, eye contact, and clothes) (Dyer, 1993).

2.3 Theoretical Framework

In the discussion, the analysis is based on some theories. The theory in this study is based on theory of discourse structure by Van Dijk (1983), also meaning and function of verbal and visual proposed by Leech (1974).

2.3.1 Theory of Discourse Structure by Van Dijk

Through his work Van Dijk states discourse analysis framework that consists of three main structures, namely the superstructure, microstructure, and macrostructure.

2.3.1.1Superstructure

Superstructure constitutes the basic framework of a text that includes the composition or structure or element of a series of texts in forming a unity coherent form. In other words, the superstructure analysis is an analysis of the scheme or the flow of a text. As well as a

building, a text is also composed of various elements, such as the introduction, contents, and closing, which must be arranged in such a way to form a complete and interesting text.

2.3.1.2Microstructure

Microstructure is an analysis of a text based on the intrinsic elements. Intrinsic elements include:

a. A semantic element which in this case is categorized as local significance, the meaning emerges from the word, clause, sentence, and paragraph, as well as the relationship between words, the relationship between the clauses, between sentences, and between paragraphs, which builds a unity of meaning in a single text.

b.Syntactic element is one element that helps makers of text to manipulate the situation by way of thematic emphasis on sentence structure. The manipulation can be the use of selection words, pronouns, prepositions and conjunctions, as well as the selection of forms of sentences such as passive or active.

c. The intrinsic elements of a style element or display a variety of text by using language as the medium. A text can choose a wide variety of display such as poetry, drama or narrative. Related to the style of language, a text can show through the

style of diction, or word choice, sentence option, figure of speech, dimension or other linguistic characteristics.

d.Rhetoric element is an element of style rhetorical emphasis on a topic in a text. This emphasis style is closely related to how a text message will be delivered, which includes style hyperbole, repetition, alliteration, or other styles.

2.3.1.3Macrostructure

Macrostructure is global or general meaning of a text that can be understood by looking at the topic of a text. In other words, the macro structure analysis is an analysis of a text, combined with the surrounding social conditions for obtaining one central theme.

The theme of a text is not shown explicitly in the text, but included in the text as a whole forms a coherent unity.

So, the theme of a text can be found by reading the text as a whole as a social discourse that can be drawn one main idea or a topic or idea that is developed in the text.

2.3.2 Theory of Types of Meaning

There are seven types of meaning according to Leech (1974):

1. Conceptual Meaning

Conceptual meaning called denotative or cognitive meaning is widely assumed to be the central factor in linguistics communication. Leech

(1974:11) state that the aim of the conceptual meaning is to provide, for any given interpretation of a sentence, configuration of abstract symbol, which shows exactly what we need to know if we are to distinguish that meaning from all other possible sentence meanings in the language.

2. Stylistic Meaning

Stylistic meaning is that which a piece of language conveys about the social circumstances or its use. In part, we decode the social meaning of a text through our recognition of different dimensions and levels of style within the same language. We rarely find words which have both the same conceptual meaning and the same stylistic meaning (Leech, 1974:16).

3. Connotative Meaning

to The Trinity with Third Person form, namely The Comforter-sounds warm and

2.3.3 Theory of Function

Leech (1977: 40-42) declares five most important communicative functions of language as follows:

1. Expressive Function

Language can have expressive function; that is, it can be used to express its originator

to conceptual meaning than to other types of meaning, particularly affective and connotative meaning.

5. Phatic Function

This function is at the furthest remove from the aesthetic function, in that here the communication work done by language is at its lightest; it is not so much what one says, but the fact that one says it all, that matters. Phatic function has purpose to keep communication lines open and to keep social relationship in good repair.

2.3.4 Colours and Meaning

In advertising colours are more important than the actual wording of the ads. The reason for this is the colour (and graphics) capture the consumer

attention then causes them to read your ads. According to

2. Orange

A vibrant and fun colour. It improves mental clarity, promotes warmth and happiness. Orange also increases the oxygen

7. Brown

Symbolizes coffee, lumber, and earth-tone products. It is a reliable, solid, strong, mature, and comfortable color. Brown is now considered a rich and robust colour.

8. Black

Symbolizes power, prestige, elegance, style, simplicity, and

sophistication. The colour black is more about attitude than anything else. It is a trendy colour that keeps consumers up to date with technology. It also a very informative colour.

9. White

Symbolizes purity, cleanliness, virtue, innocence, and freshness. 10. Pink

Pink is usually used in businesses relating to the female market such as cosmetics, fashion, beauty and romance. Pink reflects a softness, sweetness and intuitive energy such as beauty salons, fashion businesses and cosmeticians. Pink is the colour which represents spring, inspiring, gratitude, appreciation, admiration, nurturing, sympathy, femininity, sweetness, immature, over-emotional, health, love, hope and marriage.

(1974:11) state that the aim of the conceptual meaning is to provide, for any given interpretation of a sentence, configuration of abstract symbol, which shows exactly what we need to know if we are to distinguish that meaning from all other possible sentence meanings in the language.

2. Stylistic Meaning

Stylistic meaning is that which a piece of language conveys about the social circumstances or its use. In part, we decode the social meaning of a text through our recognition of different dimensions and levels of style within the same language. We rarely find words which have both the same conceptual meaning and the same stylistic meaning (Leech, 1974:16). 3. Connotative Meaning

to The Trinity with Third Person form, namely The Comforter-sounds warm and

2.3.3 Theory of Function

Leech (1977: 40-42) declares five most important communicative functions of language as follows:

1. Expressive Function

Language can have expressive function; that is, it can be used to express its originator

to conceptual meaning than to other types of meaning, particularly affective and connotative meaning.

5. Phatic Function

This function is at the furthest remove from the aesthetic function, in that here the communication work done by language is at its lightest; it is not so much what one says, but the fact that one says it all, that matters. Phatic function has purpose to keep communication lines open and to keep social relationship in good repair.

2.3.4 Colours and Meaning

In advertising colours are more important than the actual wording of the ads. The reason for this is the colour (and graphics) capture the consumer attention then causes them to read your ads. According to psycholog.about.com,

2. Orange

A vibrant and fun colour. It improves mental clarity, promotes warmth and happiness. Orange also increases the oxygen

7. Brown

Symbolizes coffee, lumber, and earth-tone products. It is a reliable, solid, strong, mature, and comfortable color. Brown is now considered a rich and robust colour.

8. Black

Symbolizes power, prestige, elegance, style, simplicity, and sophistication. The colour black is more about attitude than anything else. It is a trendy colour that keeps consumers up to date with technology. It also a very informative colour.

9. White

Symbolizes purity, cleanliness, virtue, innocence, and freshness. 10. Pink

Pink is usually used in businesses relating to the female market such as cosmetics, fashion, beauty and romance. Pink reflects a softness, sweetness and intuitive energy such as beauty salons, fashion businesses and cosmeticians. Pink is the colour which represents spring, inspiring, gratitude, appreciation, admiration, nurturing, sympathy, femininity, sweetness, immature, over-emotional, health, love, hope and marriage.