An Analysis Of Language Power In Garuda Airline Advertisements
CHAPTER I
INTRODUCTION
1. 1 Background of the Study
Language as a communication tool plays an important role in human‟s life.
Language is used by people around the world in expressing everything in people‟s
mind such as feelings, desire, and emotion. As a result, language becomes something
which gives big impacts in human life. Language reflects reality, it demonstrates us
the world and everything in it. We learn language to do a communication. Blomfield
(1995 : 25) stated that one of language function is communication. In this case, we
can
involve in a certain communication by using language. Language as a
communication tool serves some functions such as exchanging ideas, asking
question, making request, expressing emotion,and indicating doubt.
Language is a part of society. The relationship between language and society
based on Fairclough views (1989:22) is not an external relationship between
language and society, but an internal and dialectical relationship. Language as an
internal relationship means that whenever people speak, listen, write, or read, they do
so in ways which are determined socially and have social effects. On the other hand,
language as dialectical relationship means language activity which goes on social
contexts is not merely a reflection or expression of social processes and practices.
For example when people talk about politics, there will be meaning involved in that
topic.
Language has a powerful influence over people and their behavior based on
Linguarama International (2000). Language power or the power of language based
1
Universitas Sumatera Utara
on Young and Fitzgerald (2006:2) focuses on how power in society is realized by
language, specifically on the role of language in producing and maintaining powerful
relation. In this case, when people use language, whether by reading, speaking,
writing or the other kinds of language use, people will be affected by language they
belong to.
There are two kinds of aspect of the power/language relationship based on
Fairclough (1989:43), they are power behind discourse and power in discourse. The
idea of power behind discourse is that the whole social order of discourse is put
together and held together as a hidden effect of power. The power behind discourse
is related to action. Action is normally controlled by our mind, and if one can
influence other‟s mind are typically influenced by text and talk, discourse may thus
indirectly controll people‟s action. On the other hand, the power in discourse is
concerned with discourse as a place where relations of power are actually exercised
and enacted. The power can be exercised in „face-to-face‟ spoken language, power in
„cross-cultural‟ discourse, and the „hidden power‟ of the discourse of the mass
media.
The exercise of power in a type of „face to face‟ discourse where participants
are unequal – what we might call an unequal encounter. It means that the position of
speaker will affect the power of language. The following is an example, a
conversation between a doctor (D) with students (S).
1) D : and let‟s gather round the first infants – now what I want you to
do is to make a
basic . neo-natal examination just as Dr. Mathews
has to do as soon as a baby arrives in the ward. All right so you are
actually going to get your hands on the infant. And look at the key
points and demonstrate them to the group as you‟re doing it. Will you
doi that for me please
2) S : Well first of all I‟m going to.
2
Universitas Sumatera Utara
3) D : that is. Do you wash your hands isn‟t it? Cos you‟ve just been
examining another
baby (long silence) are you still in a position to
start examining yet
4) S : just going to remove this
5) D : very good. It‟s putting it back that‟s the problem isn‟t eh –
6) S : come back Mum –
7) D : that‟s right. Ok now just get a liitle more room by shifting baby.
Er up the. Thing a bit more taht‟s very good. Well now. Off you go
and describe what‟s going on
8) S : well, here‟s a young abby boy. Who we‟ve decided is, thirty.
Thirty seven weeks old now. Was born. Two weeks ago. Um is fairly
active. His eyes are open. He‟s got hair on his head. His eyes are
open.
9) D : yes. Yes, you have.
10) S : um, he‟s crying
11) D : yeah, we we we‟ve heard. That now what other examination are
you going to make I mean --12) S : erm, we‟ll see if he‟ll respond to
13) D : now look. Did we not look at baby with headproblem yesterday.
14) S : right
15) D : and might you not make one examination of the head almost at
square one. Before you begin
16) S : feel forthe ( )
17) D : now what the next most important thing
18) S : gross motor function
19) D : well, now you come down to the mouth, don‟t we.
20) S : yes.
21) D : Now what about the mouth
(Source : Language Power, Norman Fairclough page
45)
From the conversation above, we can see how the doctor has a power in that
conversation. The doctor has a power in controlling the students. It can be seen how
the doctor interrupts the students in (3), (9), (11), (13), and (19). It is as what
Fairclough (1989:46) said that an unequal participant will influence the power of
language used. The power in discourse is to do with powerful participants controlling
and constraining the contribution of non-powerful participants.
3
Universitas Sumatera Utara
The relation of power can also be exercised is power in „cross-cultural‟
discourse. Fairclough (1989:43,46) said that he power in „cross-cultural‟ discourse is
a kind of discourse where participants belong to different ethnic groupings. There are
unequal participants where the non-powerful people have cultural and linguistic
background different from those of the powerful people.
The last relation of power is hidden power of the discourse which is discussed
in mass media – television, radio and film as well as newspaper. Fairclough
(1989:49) said that mass-media discourse is interesting because the nature of the
power relations enacted in it is often not clear, and there are reasons for seeing it as
involving hidden relations of power. As the power relation is often not clear, it is
interesting to analyze to see a hidden relation of power. There are two kinds of
participants in mass media, producer and consumer. In media discourse, as well as
generally writing, there is a sharp divide between producers and interpreters – or,
since the media „product‟ takes on some of the nature of a commodity, between
producers and consumers. Producers exercise power over consumer in that they have
sole producing rights and can therefore determine what is included and excluded,
how events are represented and even the subject position of their audiences.As a
producer exercises power in a discourse, it can be related to content of certain text.
Fairclough (1989:52) said that it is a form of the power to constraint content : to
favour certain interpretation and „wording‟ of events, while excluding others. It is a
form of hidden power, for the favoured interpretations and wordings are those of the
power-holders in our society.
In this study, the writer analyze the hidden power in advertisements taken
from Garuda airline. The writer discuss Garuda Airline advertisement as it belongs to
4
Universitas Sumatera Utara
mass media which contains hidden power. The language in advertisement is
interesting to discuss as there are reasons for seeing the power of language in
advertisements as hidden relations of power. In this study, the writer discuss about
language power in Garuda Airline. Garuda Airline is a well known airline in
Indonesia. Garuda has existed since 1948 and gotten many achievements. In this
case the use of advertisements has a big effect in Garuda Airline. So, it is interesting
to discuss.
The hidden power in the advertisements is analyzed by finding language
features used. According to Jefkins (1985 : 227) there are ten language features
should be used in advertisement, namely short sentences, simple sentences, cliches
(buzz words), favorable words, imperative sentences,interrogative sentences,
repetition, alliteration, punctuation, and abbreviation.
Here is one example to give a brief understanding about an advertisement
taken from Garuda Airline.
5
Universitas Sumatera Utara
The power of language in this advertisement is realized through language
features used in it.
1. Short phrase
The world‟s most improved airline
The producer prefers using phrase to sentence in order to make the
advertisement shorter as a short phrase is easy to understand. Actually, the
message that the producer conveys is that Garuda Airline is the world‟s most
improved airline, but the producer uses phrase to make the advertisement
simple. The use of short phrase influences the readers by giving a point that is
easy to understand. It also has a power to make the language used become
interesting. As the result, the readers are interested in reading the
advertisement itself.
2. Favorable words
The word „improved‟ is a kind of favorable word. Favorable words give
happy outcome to the readers. The use „most improved” in this advertisement
tried to make the readers believe without any proof. The use of favorable
word here has a power in persuading the readers that Garuda Airline is the
best airline.
The use of language features in this advertisement persuades the readers for
choosing Garuda Airline when they go somewhere though there is no proof that
Garuda is the best. The language that the producer wants to convey to the consumer
has a hidden power.
Based on the explanation above, the writer is interested in discussing about
the power of language in advertisement. Language used in advertisement is a little bit
6
Universitas Sumatera Utara
different in another areas since language in advertisement should be persuasive. As
Goddarts (1998:6) stated that texts are hardly ever simply „informative‟ or
„persuasive‟. In this case, the language used in advertisement should be persuasive
and able to attract people to buy the products advertised. The use of persuasive
language in an advertisement gives power in a content of advertisement itself.
Weiz and Schwietring in their article said that the power of language is a
matter of instrumentalisation of language for the purpose of exercising power, the
command of language itself becomes a means of power : as political rhetoric and
demagogy,
as
seduction
through
words,
as
persuasion
http://www.goethe.de/lhr/prj/mac/msp/en1253450.htm).
Language power in advertisement will be affected by position of participants,
producers and consumers. Fairclough (1989:49, 52, 46) said that there is a sharp
divide in media discourses between producers and interpreters of text – or, since the
media „product‟ takes on some of the nature of a commodity, between producers and
consumers. Language must be used in communicating between producers and
consumers. The form of power in mass media discourse can be exercised through
wording or content of advertisement itself as it is a form of hidden power, for the
favoured interpretations and wordings are those of the power holders in our society.
The content of media discourse can be analyzed from its grammatical
forms.Meanwhile, language in advertisements should be persuasive. Persuasive
language belongs to grammatical forms.
7
Universitas Sumatera Utara
1. 2. Problem of the Study
In this occasion the writer take language power in Garuda airline advertisements
as a topic of this study. To discuss the topic provided, the writer take three questions
in discussing language power in Garuda Airline advertisements. These questions are:
1. What language features are used in each Garuda Airline advertisement?
2. How do the language features found influence the readers?
3. Which language feature is most dominant?
1. 3. Objective of the Study
Based on the statement of problems above, the objectives of the study can be
shown in the following sentences:
1. To find out the language features used in Garuda Airline advertisements.
2. To find out how language features influence the readers.
3. To find out the most dominant language feature.
1. 4.Scope of the Study
In discussing certain problem in a certain field, giving a limitation in the
explanation of problem is absolutely needed. The scope or the limitation is aimed to
make the elaboration more focus to the problems discussed about and avoid the
ambivalence in linking the problems and theory to solve it. In this analysis, the writer
limited the scope of the study in discussing the power of language in advertisement.
To discuss the topic, the writer finds the hidden power in advertisement. The hidden
power is realized in language features in 28 Garuda Airline advertisements published
in 2014 to 2015.
8
Universitas Sumatera Utara
1. 5 Significance of the Study
In this natural world, the significances of doing something could be viewed in
miscellaneous ways. All of consideration about significances of something merely
depends on someone‟s perspectives. Yet, one thing that always happens is in doing
something, there is always a significance which influence to others, included this
analysis. This analysis hopefully could give worth significances where:
Theoritically :
1. The writer hope this analysis could be a reference in further study about
language power in advertisement.
2. This analysis may help the readers in understanding language features used in
certain advertisement.
Practically :
3. This analysis will help the readers in understanding the use of words and the
power of language found in each advertisement.
4. This analysis may help the readers to be aware of advertisement around us, so
the readers have a knowledge about advertisement.
9
Universitas Sumatera Utara
INTRODUCTION
1. 1 Background of the Study
Language as a communication tool plays an important role in human‟s life.
Language is used by people around the world in expressing everything in people‟s
mind such as feelings, desire, and emotion. As a result, language becomes something
which gives big impacts in human life. Language reflects reality, it demonstrates us
the world and everything in it. We learn language to do a communication. Blomfield
(1995 : 25) stated that one of language function is communication. In this case, we
can
involve in a certain communication by using language. Language as a
communication tool serves some functions such as exchanging ideas, asking
question, making request, expressing emotion,and indicating doubt.
Language is a part of society. The relationship between language and society
based on Fairclough views (1989:22) is not an external relationship between
language and society, but an internal and dialectical relationship. Language as an
internal relationship means that whenever people speak, listen, write, or read, they do
so in ways which are determined socially and have social effects. On the other hand,
language as dialectical relationship means language activity which goes on social
contexts is not merely a reflection or expression of social processes and practices.
For example when people talk about politics, there will be meaning involved in that
topic.
Language has a powerful influence over people and their behavior based on
Linguarama International (2000). Language power or the power of language based
1
Universitas Sumatera Utara
on Young and Fitzgerald (2006:2) focuses on how power in society is realized by
language, specifically on the role of language in producing and maintaining powerful
relation. In this case, when people use language, whether by reading, speaking,
writing or the other kinds of language use, people will be affected by language they
belong to.
There are two kinds of aspect of the power/language relationship based on
Fairclough (1989:43), they are power behind discourse and power in discourse. The
idea of power behind discourse is that the whole social order of discourse is put
together and held together as a hidden effect of power. The power behind discourse
is related to action. Action is normally controlled by our mind, and if one can
influence other‟s mind are typically influenced by text and talk, discourse may thus
indirectly controll people‟s action. On the other hand, the power in discourse is
concerned with discourse as a place where relations of power are actually exercised
and enacted. The power can be exercised in „face-to-face‟ spoken language, power in
„cross-cultural‟ discourse, and the „hidden power‟ of the discourse of the mass
media.
The exercise of power in a type of „face to face‟ discourse where participants
are unequal – what we might call an unequal encounter. It means that the position of
speaker will affect the power of language. The following is an example, a
conversation between a doctor (D) with students (S).
1) D : and let‟s gather round the first infants – now what I want you to
do is to make a
basic . neo-natal examination just as Dr. Mathews
has to do as soon as a baby arrives in the ward. All right so you are
actually going to get your hands on the infant. And look at the key
points and demonstrate them to the group as you‟re doing it. Will you
doi that for me please
2) S : Well first of all I‟m going to.
2
Universitas Sumatera Utara
3) D : that is. Do you wash your hands isn‟t it? Cos you‟ve just been
examining another
baby (long silence) are you still in a position to
start examining yet
4) S : just going to remove this
5) D : very good. It‟s putting it back that‟s the problem isn‟t eh –
6) S : come back Mum –
7) D : that‟s right. Ok now just get a liitle more room by shifting baby.
Er up the. Thing a bit more taht‟s very good. Well now. Off you go
and describe what‟s going on
8) S : well, here‟s a young abby boy. Who we‟ve decided is, thirty.
Thirty seven weeks old now. Was born. Two weeks ago. Um is fairly
active. His eyes are open. He‟s got hair on his head. His eyes are
open.
9) D : yes. Yes, you have.
10) S : um, he‟s crying
11) D : yeah, we we we‟ve heard. That now what other examination are
you going to make I mean --12) S : erm, we‟ll see if he‟ll respond to
13) D : now look. Did we not look at baby with headproblem yesterday.
14) S : right
15) D : and might you not make one examination of the head almost at
square one. Before you begin
16) S : feel forthe ( )
17) D : now what the next most important thing
18) S : gross motor function
19) D : well, now you come down to the mouth, don‟t we.
20) S : yes.
21) D : Now what about the mouth
(Source : Language Power, Norman Fairclough page
45)
From the conversation above, we can see how the doctor has a power in that
conversation. The doctor has a power in controlling the students. It can be seen how
the doctor interrupts the students in (3), (9), (11), (13), and (19). It is as what
Fairclough (1989:46) said that an unequal participant will influence the power of
language used. The power in discourse is to do with powerful participants controlling
and constraining the contribution of non-powerful participants.
3
Universitas Sumatera Utara
The relation of power can also be exercised is power in „cross-cultural‟
discourse. Fairclough (1989:43,46) said that he power in „cross-cultural‟ discourse is
a kind of discourse where participants belong to different ethnic groupings. There are
unequal participants where the non-powerful people have cultural and linguistic
background different from those of the powerful people.
The last relation of power is hidden power of the discourse which is discussed
in mass media – television, radio and film as well as newspaper. Fairclough
(1989:49) said that mass-media discourse is interesting because the nature of the
power relations enacted in it is often not clear, and there are reasons for seeing it as
involving hidden relations of power. As the power relation is often not clear, it is
interesting to analyze to see a hidden relation of power. There are two kinds of
participants in mass media, producer and consumer. In media discourse, as well as
generally writing, there is a sharp divide between producers and interpreters – or,
since the media „product‟ takes on some of the nature of a commodity, between
producers and consumers. Producers exercise power over consumer in that they have
sole producing rights and can therefore determine what is included and excluded,
how events are represented and even the subject position of their audiences.As a
producer exercises power in a discourse, it can be related to content of certain text.
Fairclough (1989:52) said that it is a form of the power to constraint content : to
favour certain interpretation and „wording‟ of events, while excluding others. It is a
form of hidden power, for the favoured interpretations and wordings are those of the
power-holders in our society.
In this study, the writer analyze the hidden power in advertisements taken
from Garuda airline. The writer discuss Garuda Airline advertisement as it belongs to
4
Universitas Sumatera Utara
mass media which contains hidden power. The language in advertisement is
interesting to discuss as there are reasons for seeing the power of language in
advertisements as hidden relations of power. In this study, the writer discuss about
language power in Garuda Airline. Garuda Airline is a well known airline in
Indonesia. Garuda has existed since 1948 and gotten many achievements. In this
case the use of advertisements has a big effect in Garuda Airline. So, it is interesting
to discuss.
The hidden power in the advertisements is analyzed by finding language
features used. According to Jefkins (1985 : 227) there are ten language features
should be used in advertisement, namely short sentences, simple sentences, cliches
(buzz words), favorable words, imperative sentences,interrogative sentences,
repetition, alliteration, punctuation, and abbreviation.
Here is one example to give a brief understanding about an advertisement
taken from Garuda Airline.
5
Universitas Sumatera Utara
The power of language in this advertisement is realized through language
features used in it.
1. Short phrase
The world‟s most improved airline
The producer prefers using phrase to sentence in order to make the
advertisement shorter as a short phrase is easy to understand. Actually, the
message that the producer conveys is that Garuda Airline is the world‟s most
improved airline, but the producer uses phrase to make the advertisement
simple. The use of short phrase influences the readers by giving a point that is
easy to understand. It also has a power to make the language used become
interesting. As the result, the readers are interested in reading the
advertisement itself.
2. Favorable words
The word „improved‟ is a kind of favorable word. Favorable words give
happy outcome to the readers. The use „most improved” in this advertisement
tried to make the readers believe without any proof. The use of favorable
word here has a power in persuading the readers that Garuda Airline is the
best airline.
The use of language features in this advertisement persuades the readers for
choosing Garuda Airline when they go somewhere though there is no proof that
Garuda is the best. The language that the producer wants to convey to the consumer
has a hidden power.
Based on the explanation above, the writer is interested in discussing about
the power of language in advertisement. Language used in advertisement is a little bit
6
Universitas Sumatera Utara
different in another areas since language in advertisement should be persuasive. As
Goddarts (1998:6) stated that texts are hardly ever simply „informative‟ or
„persuasive‟. In this case, the language used in advertisement should be persuasive
and able to attract people to buy the products advertised. The use of persuasive
language in an advertisement gives power in a content of advertisement itself.
Weiz and Schwietring in their article said that the power of language is a
matter of instrumentalisation of language for the purpose of exercising power, the
command of language itself becomes a means of power : as political rhetoric and
demagogy,
as
seduction
through
words,
as
persuasion
http://www.goethe.de/lhr/prj/mac/msp/en1253450.htm).
Language power in advertisement will be affected by position of participants,
producers and consumers. Fairclough (1989:49, 52, 46) said that there is a sharp
divide in media discourses between producers and interpreters of text – or, since the
media „product‟ takes on some of the nature of a commodity, between producers and
consumers. Language must be used in communicating between producers and
consumers. The form of power in mass media discourse can be exercised through
wording or content of advertisement itself as it is a form of hidden power, for the
favoured interpretations and wordings are those of the power holders in our society.
The content of media discourse can be analyzed from its grammatical
forms.Meanwhile, language in advertisements should be persuasive. Persuasive
language belongs to grammatical forms.
7
Universitas Sumatera Utara
1. 2. Problem of the Study
In this occasion the writer take language power in Garuda airline advertisements
as a topic of this study. To discuss the topic provided, the writer take three questions
in discussing language power in Garuda Airline advertisements. These questions are:
1. What language features are used in each Garuda Airline advertisement?
2. How do the language features found influence the readers?
3. Which language feature is most dominant?
1. 3. Objective of the Study
Based on the statement of problems above, the objectives of the study can be
shown in the following sentences:
1. To find out the language features used in Garuda Airline advertisements.
2. To find out how language features influence the readers.
3. To find out the most dominant language feature.
1. 4.Scope of the Study
In discussing certain problem in a certain field, giving a limitation in the
explanation of problem is absolutely needed. The scope or the limitation is aimed to
make the elaboration more focus to the problems discussed about and avoid the
ambivalence in linking the problems and theory to solve it. In this analysis, the writer
limited the scope of the study in discussing the power of language in advertisement.
To discuss the topic, the writer finds the hidden power in advertisement. The hidden
power is realized in language features in 28 Garuda Airline advertisements published
in 2014 to 2015.
8
Universitas Sumatera Utara
1. 5 Significance of the Study
In this natural world, the significances of doing something could be viewed in
miscellaneous ways. All of consideration about significances of something merely
depends on someone‟s perspectives. Yet, one thing that always happens is in doing
something, there is always a significance which influence to others, included this
analysis. This analysis hopefully could give worth significances where:
Theoritically :
1. The writer hope this analysis could be a reference in further study about
language power in advertisement.
2. This analysis may help the readers in understanding language features used in
certain advertisement.
Practically :
3. This analysis will help the readers in understanding the use of words and the
power of language found in each advertisement.
4. This analysis may help the readers to be aware of advertisement around us, so
the readers have a knowledge about advertisement.
9
Universitas Sumatera Utara