SCHEMATIC STRUCTURE AND COMMUNICATIVE PURPOSES OF ADVERTISEMENTS FOUND IN COSMOPOLITAN MAGAZINE

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1 SCHEMATIC STRUCTURE AND COMMUNICATIVE PURPOSES OF ADVERTISEMENTS FOUND IN COSMOPOLITAN MAGAZINE A THESIS By Yulia Arum Hera Kusuma Student Number : ENGLISH LETTERS STUDY PROGRAMME FACULTY OF LETTERS SOEGIJAPRANATA CATHOLIC UNIVERSITY SEMARANG 2007

2 SCHEMATIC STRUCTURE AND COMMUNICATIVE PURPOSES OF ADVERTISEMENTS FOUND IN COSMOPOLITAN MAGAZINE A Thesis Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Sastra Degree in the English Letters Study Programme by Yulia Arum Hera Kusuma Student Number : ENGLISH LETTERS STUDY PROGRAMME FACULTY OF LETTERS SOEGIJAPRANATA CATHOLIC UNIVERSITY SEMARANG 2007

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4 You have one m om ent in your hands, the real m om ent. And you will not get this m om ent again Either you live it or you leave it unlived [ Osho ] I dedicate this thesis For my mom and my dad my husband, my son,my brother and my sister The best m om ent in my life is, see your sm ile

5 TABLE OF CONTENTS Pages of Title Page of Approval Board of Examiners Acknowledgement Table of Contents Abstract Abstrak i ii iii iv v vii viii CHAPTER I. INTRODUCTION 1.1 Background of the Study Scope of the Study Problem Formulations Objective of the Study Significance of the Study Definition of Terms.4 CHAPTER II. LITERATURE REVIEW 2.1 Advertisement Definition of Advertisement The Function of Advertisement Genre Communicative Purpose Schematic Structure 9 v

6 CHAPTER III. RESEARCH METHODOLOGY 3.1 Data Collection Data Analysis...14 IV. DATA ANALYSIS AND INTERPRETATION 4.1 The Schematic Structure of advertisement The Communicative Purpose of the Text of Each Advertisement The Analysis of Communicative Purpose of Text 20 CHAPTER V. CONCLUSION..24 BIBLIOGRAPHY...26 APPENDIX Appendix 1 Appendix 2 Appendix 3 viii xiv xxi vi

7 ABSTRACT This study was conducted to portray some aspects of the contextual configuration of texts related to advertisement. The advertisements from Cosmopolitan Magazine was chosen as the main data because the advertisements found in Cosmopolitan Magazine serve the life style of modern women. The problems addressed in this study are: (1) What are the schematic structures found in advertisement of Cosmopolitan Magazine; (2) What are the communicative purposes served in the advertisements. The study was based on the model analysis offered by Eggins (1994) and Courtland and William (1994). Eggins and Courtland and William described how the advertisement uses language to achieve appropriate goals through the concept of genre. The result revealed that the advertisements could be three dominant categorizes as the schematic structures. The linear description of findings out the schematic structure of advertisement is Text ^ Picture ^ Brand. There are found of communicative purposes of advertisement that found in Cosmopolitan Magazine. The communicative purpose of advertisement based on the findings of schematic structure is brand, picture and text. Brand has a communicative purpose to remind someone of something. Text, has eight communicative purpose giving information, directing the consumer, building brand, eliciting and replying, offering the product, demonstrating the product, emphasizing the product, and expectation of something from consumers. Picture has a communicative purpose to capture the audience attention. vii

8 ABSTRAK Studi ini bertumpu untuk menggambarkan beberapa aspek susunan kalimat dari beberapa teks yang berhubungan dari sebuah iklan. Iklan iklan dari majalah Cosmopolitan dipilih penulis sebagai data utama karena iklan iklan majalah ini menawarkan gaya hidup wanita moderen. Masalah yang diambil untuk analisa studi ini adalah : (1) apa saja struktur skematik yang terdapat dari sebuah iklan yang terdapat pada majalah Cosmopolitan (2) apa saja tujuan komunikasi yang ditawarkan dalam sebuah iklan. Studi ini mengacu pada model analisa menurut Eggins (1994) dan Courtland and William (1994). Eggins dan Courtland and William mendeskripsikan bagaimana iklan menggunakan bahasa yang baik untuk mendapatkan tujuan akhir berdasarkan konsep dari genre. Hasil yang ditemukan menyatakan bahwa iklan iklan terdapat tiga kategori yang dominan pada struktur skematik. Persamaan deskripsi atas temuan struktur skema dari iklan iklan dalam majalah Cosmopolitan Teks ^ Gambar ^ Merek. Penulis juga menemukan tujuan komunikasi dari iklan yang terdapat pada majalah Cosmopolitan. Tujuan komunikasi dalam iklan didasarkan pada temuan dari struktur skematik yang muncul dalam iklan, yaitu merek, gambar, teks. Merek, mempunyai tujuan komunikasi sebagai pengingat seseorang terhadap sesuatu. Teks, mempunyai 8 tujuan komunikasi, memberikan informasi, meminta kepada konsumen, menanyakan dan menjawab dari sebuah produk, menawarkan produk, menunjukan hasil dari produk, menegaskan sebuah produk, mengaharapkan sesuatu dari konsumen. Gambar mempunyai tujuan komunikasi untuk menarik perhatian pembaca. viii