Professional Documents
Culture Documents
A THESIS
By:
David Sugitanoto
ABSTRACT
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In the advertisement world, a lot of phrases are found behind English printed
advertisement. Usually behind those phrases, a lot of linguistic elements can be found.
The writer tried to investigate the phrase arrangement and the meaning of the English
printed advertisement. This research uses syntax theory to analyze phrase arrangement
from taglines and semantic theory to analyze meanings of taglines in English printed
advertisement. The purpose of this research was to know the variations of phrase
arrangement and types of meaning which are often used in taglines of English printed
media and categorize the data based on syntaxs theory and semantics theory. The data
are collected from the taglines in Suara Merdeka newspaper from January until February
2008 edition and Dewi magazine January and February 2008 edition, also from the
website. Data are taken from automotive products, electronic products and woman
beauty products. The result of this research showed that verb phrases were often used in
automotive and electronic products; noun phrases were often used in woman beauty
products. Conceptual, connotative and affective meanings were often used in those
advertisements.
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TABLE OF CONTENTS
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PAGE OF TITLE.......................................................................................................i
PAGE OF APPROVAL.............................................................................................ii
ACKNOWLEDGEMENT .........................................................................................iv
TABLE OF CONTENTS...........................................................................................v
ABSTRACT...............................................................................................................vii
ABSTRAK.................................................................................................................viii
CHAPTER I ...............................................................................................................1
1.1. Background of the study .........................................................................1
1.2. Field of the study ....................................................................................3
1.3. Problem Formulation ..............................................................................3
1.4. Scope of the Study ..................................................................................3
1.5. Objectives of the Study...........................................................................4
1.6. Significance of the study.........................................................................4
1.7. Definition of terms..................................................................................5
CHAPTER II..............................................................................................................6
2.1 Phrase.......................................................................................................6
2.2 Advertisement .......................................................................................9
2.3 Meaning of Language ..............................................................................12
CHAPTER III ............................................................................................................21
3.1 Method of Data Collection.......................................................................21
3.2 Data Analysis ...........................................................................................23
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CHAPTER IV ............................................................................................................25
4.1 Phrase Construction in the taglines of Automotive Products ..................25
4.2 Various Types of Meaning of the Taglines of Automotive Products ......28
4.3 Phrase Construction in the Taglines of Electronic Products....................33
4.4 Various Types of Meaning in the Taglines of Electronic Products .........36
4.5 Phrase Construction in the Taglines of Woman Beauty Products ...........41
4.6 Various Types of Meaning in the Taglines of
Woman Beauty Products ..........................................................................44
4.7 Conclusion of Data Analysis ...................................................................49
CHAPTER V .............................................................................................................52
5.1 CONCLUSIONS.......................................................................................52
5.2 SUGGESTIONS .......................................................................................53
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CHAPTER I
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INTRODUCTION
newspapers or others.
Media can be divided into printed media, such as newspapers, magazines,
posters, catalogues, leaflets, and electronic media like cinemas, televisions and
radios commercial. Besides printed media and electronic media in advertisement,
other ways in advertising is by displaying the products in counters or by using
placards on buses or trains or stations, packaged and wrapping papers, illuminated
signs, and mannequin parades. According to Bovee (1986:5) advertising is non
personal communication of information usually paid for and usually persuasive in
nature about products, services, or ideas by identified sponsors through the
various media.
Advertisement is a form of communication that consists of ideas, and
thoughts to sell products and services. It is called marketing communication
(Shimp, 2003: 6).
The function of
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Therefore, the advertisement only presents the good and positive things to the
consumers. The message usually persuades consumers to buy or use the product
and the service.
The language in advertisements is made to persuade the readers. If the
advertisement
has
interesting
words
or
sentences,
automatically
that
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The scope of the study is the types of taglines and semantic meanings in
automotive, electronic and woman beauty products in English advertisement
which are printed in newspapers and magazines.
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1. Phrase
According to Mcmanis, Stollenwerk and Zheng-sheng (1988:167) phrase is a
combination of some words that has a meaning and refers to a noun, verb,
adjective, proposition and adverb.
2. Semantics
According to Cann (1993:1) semantics is the study of meaning as expressed
by words, phrases, and sentences of human languages as expressed by words.
3. Advertisement
According to Jefkins (1995:5) advertisement is the most persuasive sales
messages to the consumers of products or services.
4. Tagline
A tagline is a variant of branding slogan typically used in marketing materials
and advertising (http://en.wikipedia.org./wiki/tagline)
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CHAPTER II
LITERATURE REVIEW
In this part, the writer quotes the theories that are explained by
some linguists like: Lehrer (1974), Mcmanis (1988), Stollenwerk (1988),
Sheng (1988), Aarts (1997) and Pateda (2001) to support the research. This
research is about phrases and the meanings in the advertisements, so the writer
chose the theories that are related to phrase and meanings.
2.1. Phrase
In syntaxs theories, phrase has a different meaning and construction
from a sentence and a clause. Phrase has no complete subject and verb.
Phrase is a combination of some words that has a meaning and refers to a
noun, verb, adjective, proposition and adverb. According to Mcmanis,
Stollenwerk and Zheng-sheng (1988: 167) phrase as a referrer can be divided
into five types: a noun phrase, a verb phrase, an adjective phrase, a
prepositional phrase and an adverbial phrase. The kinds of phrases can be
known by knowing the key word of the phrase.
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According to Mcmanis,
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modify nouns and adjective phrases and often appear as constituents of noun
phrases: very fat; very beautiful, angry with you, very good at mathematics.
According to Aarts (1997: 31) adjectives have the function as the heads of
adjective phrases. An adjective phrase has an adjective as the key word in the
phrase construction. Usually an adjective phrase starts with an adjective.
(quite ) locally
(very) quickly
(quite ) recently
(almost) always
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2.2 Advertisement
2.2.1 Definition of advertisement
Advertisement is a printed announcement of goods sale in
newspaper, magazine and etc. According to Bittel, Burke, and La Force (1984:
149), advertisement is a type of promotion that does not use personal contact.
Advertisement presents informative, persuasive sales messages through
communication media such as newspaper and television.
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To induce consumers to try the new products and to suggest to re- use.
The advertisement on the television also uses these methods.
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a. Consumer advertisement
It is an advertisement offering many kinds of consumer goods such
as food, shampoo, soap, car, jewelry and so on. Jefkins (1994: 39)
also divides consumer advertisement into three kinds: consumer
goods, consumer durable goods and consumer services. Consumer
goods are goods that consumers need for their daily activities and
the goods are usually sold cheaply. Consumer durable goods
usually are sold more expensive than consumer goods. Consumer
services are usually offered by Service Company such as insurance
company, health centre, post office and so on.
b. Trade advertisement
This kind of advertisement has an objective to sell many kinds of
trade goods. Usually a trade advertisement offers goods to big
markets, grocers and agents.
c. Business to business advertisement
It is an advertisement offering non-consumer goods and services to
companies. The goods are products needed by a company such as a
factory facility, a machine, and a spare part.
d. Retail advertisement
It is a unique advertisement, the characters of which advertisement
is
different
from
trade
advertisement
and
consumer
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a) Capture for any language the nature of meaning of words, phrases and
sentences and explain the nature of relation between them.
b) Be able to predict the ambiguities in the expressions of language.
c) Characterize and explain the systematic meaning relation between the
words, the phrases, and the sentences of a language.
Leech (1974) states there are seven kinds of meanings, that is:
conceptual meaning, connotative meaning, stylistic meaning, affective
meaning, reflected meaning, collocative meaning, and thematic meaning.
1. Conceptual Meaning or sense
Associative Meaning
7. Thematic Meaning
Logical, cognitive, or
denotative content.
2. Connotative Meaning
What is communicated
by virtue of what
language refers to
3. Stylistic Meaning
What is communicated of
the social circumstances
of language use
4. Affective Meaning
What is communicated of
the feelings and attitudes
of the speaker/writer
5. Reflected Meaning
What is communicated
through association with
another sense of the same
expression
6. Collocative Meaning
What is communicated
through association with
words which tend to
occur in the environment
of another word
What is communicated
by the way in which the
message is organized in
terms of order and
emphasis
Table 2.1. Seven Types of Meaning
(taken from Leech, 1974: 26)
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2.3.1
Conceptual Meaning
Conceptual meaning (sometimes called denotative or cognitive
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Kreidler (1998: 43) says that denotation is the potential of a word like
door or dog t enter into such language expressions. Denotation is the
knowledge they have that makes their use successful.
So it can says that conceptual meaning is the meaning of language that
is real and purposed to make the reader can understand the meaning easily.
Connotative meaning can be said in the other world is denotative or cognitive
meaning.
2.3.2
Connotative Meaning
The second kind of meaning is called connotative meaning. Leech
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2.3.3
Stylistic Meaning
The third type of meaning is stylistic meaning. Leech (1974: 16)
explains that stylistic meaning is that which a piece of language conveys about
the social circumstances of its use. We decode the stylistic meaning of a text
through our recognition of different dimensions and levels of usage within the
same language. We recognize some words or pronunciations as being
dialectal, i.e. as telling us something of the geographical or social origin of the
speaker; other features of language tell us something of the social relationship
between the speaker and hearer: we have a scale of' status' usage, for example,
descending from formal and literary English at one end to colloquial, familiar,
and eventually slang English at the other.
In some way, we rarely found that conceptual meaning and the same
stylistic meaning. The style dimension of 'status' is particularly important in
distinguishing synonymous expressions. Here is an example in which the
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They chucked a stone at the cops, and then did a bunk with the
loot.
(2)
2.3.4
Affective Meaning
The next meaning is affective meaning. Leech (1974: 18) explains that
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ways of disclosing our attitude than this: for example, by scaling our remarks
according to politeness, we can also say: Im terribly sorry to interrupt, but I
wonder if you would be so kind as to lower your voices a little.
The affective meaning usually use more to express our emotions. The
emotional expression through style comes about, for instance, when we adopt
an impolite tone to express displeasure, or when we adopt a casual tone to
express friendliness. When we use these, we communicate feelings and
attitude without the mediation of any other kind of semantic function (Leech,
1974: 18).
Kriedler (1998: 1888) says that expressive utterance is used to express
someone feelings. Expressive utterance is thus retrospective and speakerinvolved. The most common expressive verbs (in the sense of expressive)
are: acknowledge, admit, confess, deny, and apologize.
So we can say that affective meaning is the meaning that describes the
feelings and attitudes of the speaker. With this meaning, the speaker can
express his/her expression with his/her own way. The different way of
forwarding of can be perceived by the listener in a different actions or feelings
too.
2.3.5
Reflected Meaning
The fifth meaning of language is reflected meaning. Leech (1974:
19) explains that reflected meaning is the meaning which arises in cases of
multiple conceptual meaning, when one sense of a word forms part of our
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2.3.6
Collocative Meaning
The next meaning of language is collocative meaning. Leech (1974:
pretty
girl
boy
boy
man
woman
car
flower
handsome
vessel
garden
overcoat
colour
airliner
village
typewriter
etc.
etc.
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So we can say that collocative meaning try to make and interpret the
words that consists of the words in its environment. Collocative meaning is
simply an idiosyncratic property of individual works. Sometimes collocative
can make overlap.
2.3.7
Thematic Meaning
The final category of meaning is thematic meaning. Leech (1974: 22)
meaning
means
the
meanings
of
language
that
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CHAPTER III
RESEARCH METHODOLOGY
In this research, the writer mainly used qualitative analysis. This research
was focused on the various phrase constructions & meanings of the phrases
found in automotive, electronic and woman beauty product advertisements in
Suara Merdeka Newspaper and Dewi Magazine. According to Carolyn (1995: 6)
qualitative research is a research where the researcher gives a statement or data
information about opinions, feelings, and other persons view in natural setting.
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3.1.1 Material
After find some theories which can be used in research, the writer
collected some materials. In this research the materials were covering area of
advertisements of automotive, electronic and woman beauty products. The writer
used English printed advertisement taken from: Dewi magazine, January and
February 2008 edition and Suara Merdeka newspaper from January until
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February 2008 edition. The writer chose Dewi magazine and Suara Merdeka
newspaper January and February 2008 edition because in those editions a lot of
advertisements for popular products of automotive, electronic and woman beauty
can be found. The writer also used the internet or website for the related products
in an advertisement.
b) Analyzing
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product
advertisements,
the
researcher
analyzed
English
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CHAPTER IV
DATA ANALYSIS
This study discusses the phrases and the meanings of the phrases got from
the advertisements of automotive, electronic and woman beauty products. The
writer has selected five advertisements of automotive, electronic and woman
beauty products, and in those advertisements various phrase constructions and
various meanings are collected and analyzed.
In this chapter the writer would present the analysis of phrase construction
in automotive, electronic and woman beauty products and meaning of the English
phrases in English printed advertisement of automotive, electronic and woman
beauty products .
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Table 4.1.
Various Types of Phrase constructions in the taglines of Automotive Products
No
Taglines
in
Automotive Products
Noun
Verb
Adjective
Adverbial
Prepositional
Phrase
Phrase
Phrase
Phrase
Phrase
1.
2.
Moving forward
3.
4.
Get it on !
5.
Challenge Everything
meaning. The key word in this verb phrase is moving and based on the part of
speech , moving is a verb. If the phrase construction is started by a verb, the
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phrase construction refers to a verb. This construction may lose the subject.
However, as moving is a verb ing, it can also be a gerund, an Ing-verb that
functions as a noun.
construction of Get it on ! refers to a verb phrase and has a verb meaning. The
key word in this verb phrase is get and based on the part of speech , get is a
verb.
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phrase and has a verb meaning. The key word in this verb phrase is challenge
and based on the part of speech , challenge is a verb.
4.2 Meaning of the Taglines in Automotive Products
Table 4.2.
Various Types of Meaning of the Taglines of Automotive Products
No
Meaning of taglines in
Conceptual
Connotative
Affective
Automotive Products
Meaning
Meaning
Meaning
1.
2.
Moving forward
3.
4.
Get it on !
5.
Challenge Everything
*
*
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customers that when they drive Hyundai, they will get real comfort, safety, and
power. The real comfort is the independent suspension system, automatic
transmission, electric mirror, cup holder, central door lock and power window.
The meaning of drive is found in Collins Cobuild Advanced dictionary
(2001: 472) is when people drive somewhere; people operate a car or other
vehicle and control its movement and direction. The meaning of real is actually
exists and is not imagined (Cobuild, 2001: 1277). The meaning of thing The
real thing means: something that is real actually exists and is not imagined,
invented, or theoretical (Cobuild, 2001: 1277). So drive the real things means
riding something real or exist is to control its movement and direction. Therefore,
the writer concludes that this phrase has a conceptual meaning where people who
read the phrase will get the concept that they will drive a real thing. Drive The
Real Thing is a concept that persuades people to drive prestige, comfortable,
safe and good car. So this advertisement reflects the conceptual meaning.
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power from oxygen, whereas the result of discard is water. There are three types
of Kijang Innova: E type, G type and V type. The machines are different from
DOHC and VVT-i. The capacity of fuel tank is 55 liters.
The meaning of move as found in Collins Cobuild Advanced dictionary
(2001: 1006) is its position changes and it does not remain still, or goes to a
different place. Forward is to move or look in a direction that is in front of you,
or in a position near the front of something such a building or a vehicle (Cobuild,
2001: 621). So moving forward means moving or riding to forward direction.
This English phrase has connotative meaning because behind Moving
forward it contains meaning that uses a concept that is full of value of
communication. In fact Moving is going forward. Readers may think it is not a
car, it may be a bike, motorcycle, and so on. Connotation is the personal
associations produced by words while referent may be concrete or abstract, unique
or non-unique, countable or non-countable items. Here, in this advertisement of
Moving forward refers to the future condition of clean environment. This
means that the producer has thought forward about the environmental condition
that may be worse.
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red). Ninja 250 R Kawasakis spoils shows consumers with the performance of
sport-bike. Kawasaki offers consumers with a combination in a natty, tidiness and
dynamic engine performance (http://kawasakipontianak.blogspot.com).
The meaning of accelerate is found in Collins Cobuild Advanced
dictionary (2001: 472) is getting faster and faster. The word Life has a meaning
the quality which people, animals, and plants have when they are not dead
(Cobuild, 2001: 893). So accelerate your life means make our life become
faster.
In this English phrase contains affective meaning, because accelerate
your life in the context of automotive products includes emotion. The producer
is trying to persuade readers with the concept of Accelerate Your Life. People
are convinced to choose Kawasaki so that they can be faster.
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found in
dictionary (2001: 658) is continue doing it or start doing it. So get it on means we
ride a car in it and enjoy our trip or traveling.
This English phrase of Suzuki New Swift has affective meanings. The
producer wants to influence the readers emotion by asking them to use new swift.
The writer of the advertisement involves his or her emotion feeling about the car.
Thus, this phrase has an affective meaning.
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challenge everything means new action or behavior that is difficult and needs
someones effort to do in a particular situation.
This English phrase of Mitsubishi Maven conveys a affective meaning,
because behind Challenge Everything it is found a concept, for challenge
that explain readers to drive this car and Everything tells readers about
field/road and others. So Challenge Everything contains an idea that convinces
readers about a car that can be used in every type of field and road. The concept of
everything is all that people may find when driving the car.
In short, it has been found that the English phrases used in automotive
advertisements are verb phrases and noun phrases. The meanings of the phrases
are conceptual, connotative, and affective meaning. This means that although the
advertisements advertise the same kind of product : automotive but the phrase
construction they use and the meanings of the phrase are different.
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Table 4.3
Various Types of Phrase Construction in the Taglines of the Advertisement
of Electronic Products
No
Noun
Verb
Adjective
Adverbial
Prepositional
Taglines
Phrase
phrase
phrase
phrase
phrase
of
Electronic
Products
1.
and Sound
2.
3.
A Touch of Beauty
4.
5.
*
*
*
*
Great Shot
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verb meaning. The key word in this verb phrase is feel and based on part of
speech , feel is a verb.
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meaning. The key word in this prepositional phrase is for and based on part of
speech , for is a preposition.
Table 4.4.
Various Types of Meaning in the Taglines of Electronic Products
No
1.
Conceptual
Connotative
Affective
Electronic Products
Meaning
Meaning
Meaning
Sound
2.
3.
A Touch of Beauty
4.
5.
*
*
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you hear (Cobuild, 2001: 1488). So the real definition of image and sound means
the actually picture and something that we can hear that really give a meaning or
expression.
Behind this English phrase of Toshiba Regza it is found conceptual
meaning, because meaning in The Real Definition of Image and Sound it is
found a concept to convinces readers and The Real Definition has a meaning
about A good quality. So concept in The Real Definition of Image and Sound
informs people about a television that has a good quality of image and sound that
the readers can find when they watch Toshiba.
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colour creation means a particular sensation that refers to the appearance from the
making of something.
The English phrase of Sony X Series has a affective meaning because
Feel Live Colour Creation tries to influence peoples feeling and emotion so
that they are attracted to try to get the feeling when they watch the television.
The concept in feel persuades people to enjoy. The concept in this meaning is
a concept that informs to people about a television that has good quality of color
can be enjoyed every person if they watch it.
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According to the advanced dictionary (2001: 1653), touch means out your
hand onto it in order to feel it or make contact with it. Beauty means the state or
quality of being beautiful (Cobuild, 2001: 124). So a touch of beauty means to
touch something that have good quality or beautiful.
Based on the meaning found in the dictionary, the writer can conclude this
phrase has connotative meaning, because concept A Touch of Beauty really
persuade readers; idea A Touch convince readers about pictures quality. So
idea A Touch of Beauty informs readers about a camera can produce good
quality of picture. Connotative meaning is the personal associations produced by
words while referent may be concrete or abstract. In this English phrase,
connotative means not the real beauty but the Sony Cyber Shot.
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movie in 3 easy steps means something that causes you to make a film in three
steps easily.
In this English phrase of
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pictures in a film (Cobuild, 2001: 1436). So for everyone who loves a great shot
means for everybody that have a very strong of affection towards higher degree in
a photograph.
The meaning of this English phrase is conceptual meaning. Because the
phrase contains a real concept. The camera is for everyone who wants to shoot a
picture. a great shot explain readers about good quality of picture. In this
advertisement meaning in For Everyone Who Loves A Great Shot contains a
concept about good pictures quality of camera for everyone.
In short, it has been found that the phrases used in electronics products
advertisements are verb phrases, noun phrases, and prepositional phrases. The
meanings of the phrases are conceptual, connotative, and affective meaning.
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Table 4.5.
Various Types of Phrase construction in The taglines of Woman Beauty
Products
No
Phrase construction
Noun
Verb
Adjective
Adverbial
Prepositional
in the Taglines of
Phrase
phrase
Phrase
Phrase
Phrase
Electronic Products
1.
2.
The
Essence
of
Jeweller
3.
Fragrance
4.
For Women
5.
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Conceptual
Connotative
Affective
Meaning
Meaning
Meaning
1.
2.
3.
4.
5.
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According to the advanced dictionary essence means its basic and most
important characteristic which gives it its individual identity (Cobuild, 2001: 521).
A jeweler means is a person who makes, sells, and repairs jewellery and watches
(Cobuild, 2001: 838). So the essence of a jeweler means the most important
characteristic from a person who makes or sells jewellery.
The English phrase of Bvlgari Rose Essentielle contains connotative
meaning, that is not the real essence of jeweler, because this jeweler refers to the
perfume for women. Essence explain people about a key/secret; jeweler
explain readers about beautiful girl. An idea of The Essence of A Jeweller
inform readers about a secret of beautiful girl, that is by using this perfume. The
perfume is connoted with the jeweler that is assumed as one of womans favorite
thing.
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So the new fragrance for women means some products that has been recently
invented that a pleasant-smelling liquid which people put on their bodies to make
themselves smell nice for adult female.
Behind this English phrase of Versace it is found conceptual meaning,
usually in this meaning it contains simple concept or idea to readers. Concept in
fragrance explains people about perfume. Concept in The New Fragrance for
Women convinces readers about new perfume product for women.
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people about perfume. Meaning in this product is offering to readers about new
product of perfume and try to evolved readers emotion toward this perfume. This
is not the real meaning but inviting readers to communicate in an expression or
emotional way, so they will attract to see and buy this Covet.
Most beauty products, especially perfume in short, it has been found that
the phrases used in its advertisements are verb phrases and noun phrases. The
meanings of the phrases are conceptual, connotative, and affective meaning.
automotive products are verb phrases & noun phrases, where the number of verb
phrases is much higher than the number of noun phrases. More variation of
phrases are found in the advertisements of electronic products. There are verb
phrases, noun phrases, adjective and prepositional phrases. A lot of phrases are
used in the advertisements of woman beauty products. In this data analysis the use
of noun phrases and verb phrases is the highest, and the second highest is the use
of noun phrases.
The writer also can conclude that the favorite meaning in this study is
conceptual, connotative and affective meaning found in the advertisements of
automotive, electronic and woman beauty products. Conceptual meaning uses a
simple concept to persuade reader, connotative meaning increasing the value of
communication, and affective meaning communicate the attitudes if the producers;
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therefore, these meaning are often used in advertisement to increase the product
selling.
In automotive products advertisement, mostly used phrase is verb phrase
so we can say that the producer want to submit to the consumers that automotive
products are mobile and ready to used by the driver. The meaning that most used
by the producers in automotive products is affective meaning, this because the
producers want to persuade the consumers with their feelings to buy the
automotive products.
In electronics products advertisement, mostly used phrase is noun and verb
phrase. A noun phrase is the combination of words that has a subject or an object
meaning and refers to a subject and an object. A verb phrase is the combination of
words that has a verb meaning and refers to a verb. The producer tries to
emphasize the object and the excellent of their products, also they want to invite
the consumer to buy and use the products. The mostly used meaning is conceptual
meaning, because the producers want to emphasize the real meaning and
advantage of the electronics products to the consumers.
In woman beauty products advertisement, mostly used phrase is noun
phrase. This is because the producers try to submit to the consumers the
advantages of the products. The mostly used meaning is conceptual and affective
meaning, because the producers want to emphasize on the real meaning of the
women beauty products and want to persuade the consumers to use these products.
The purposed to classify the meanings found in the English printed
advertisement is to know the most favorite meaning used by the producers to
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CHAPTER V
CONCLUSIONS AND SUGGESTIONS
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5.2 Suggestions
From the conclusions above, the writer can give suggestions which are
expected to be helpful to create a new style of phrase and meaning on printed
advertisement.
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