SUBSTITUTION AND ELLIPSIS IN INDONESIAN ADVERTISEMENT TAKEN FROM GADIS MAGAZINE

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1 SUBSTITUTION AND ELLIPSIS IN INDONESIAN ADVERTISEMENT TAKEN FROM GADIS MAGAZINE A Thesis Presented as Partial Fulfilment of the Requirements to Obtain the Sarjana Sastra Degree in the English Letters Study Programme By EVI ANJARI ENGLISH LETTERS STUDY PROGRAMME FACULTY OF LETTERS SOEGIJAPRANATA CATHOLIC UNIVERSITY SEMARANG 2006 i

2 THESIS ON SUBSTITUTION AND ELLIPSIS IN INDONESIAN ADVERTISEMENT TAKEN FROM GADIS MAGAZINE By EVI ANJARI Approved by : Angelika Riyandari, SS, MA July 19, 2006 Major Sponsor Heny Hartono, SS, M.Pd July 19, 2006 Co Sponsor ii

3 A Thesis Defended In Front Of The Board Of Examiners On July 19, 2006 And Declared Acceptable BOARD OF EXAMINERS Name Signature Chairperson : Angelika Riyandari, SS, MA... Secretary : Heny Hartono, SS, M.Pd.. Member : Emilia Ninik Aydawati, SP, M.Hum.. Semarang, July 19, 2006 Faculty of Letters Soegijapranata Catholic University Dean, Heny Hartono, SS, M.Pd iii

4 ACKNOWLEDGEMENT First of all, the writer would like to express her gratitude to God for the blessings and guidance in finishing the thesis. The next gratitude goes to Mrs. Angelika Riyandari, SS, MA and Mrs. Heny Hartono, SS, M.Pd as the major and co sponsor, who have sincerely guided, and encouraged the writer. They both are so patient giving the time in correcting this thesis. Furthermore, the writer would like to thank to all the lecturers in the Faculty of Letters for their knowledge and precious lessons and also all the staffs in the Faculty of Letters Soegijapranata Catholic University Semarang. Next, the writer also gives her gratitude to all the participants who have helped her willingly without ignoring their kindness in the process of completing this thesis. On the special occasion, the writer proudly presents this thesis to her parents and big brother. Thanks for your love, support, continuing prayers and loyalty in assisting me whenever she needs them. In addition, the writer wants to thank to all her friends in Faculty of Letters 2001 especially Erfin, Yeni, Tina, Nita, Marini, Rani, Desy, Nia and Winda. To my friends from KKN especially Izty, Andre, Tony, Mada, Tyaz, Nia, Adi and Yuan. Last but not least for her secret admirer thank you for your sweet smiling, kindness in giving a god time, for her cute friend Lone who always supports and accompanies her to make the dreams come true, may we get the bright future, do not forget our friendship and hopefully our friendship last forever. I love you all my friends because you are the best in my life. Semarang, July 19, 2006 Evi Anjari iv

5 ABSTRACT Advertisement as a communication process to promote a product either in spoken or written forms to the mass. In printed media such as magazine (Gadis), advertisement uses substitution and ellipsis form, a form which is usually used in spoken English to attract the readers. The goal of this research is to find out the usage of Substitution and Ellipsis in Indonesian advertisement in magazine (Gadis), to know the readers interpretations in understanding the advertisement messages and to know the readers opinions about the importance of substitution and ellipsis in Indonesian advertisement. The advertisements are taken from Gadis magazine. This research used questionnaire as an instrument to collect the data from 28 respondents. Later, the data was analysed qualitatively. In this research, the writer found that Indonesian advertisement in Gadis magazine employ substitution and ellipsis form. The use of substitution and ellipsis in Indonesian advertisement has important role because these forms make the advertisement more appealing, meanwhile the messages can be easily understood by the readers because the message uses simple words and does not use long sentences. Beside that, the use of substitution and ellipsis in advertisement make the advertiser and the readers closer even though the interaction indirect. v

6 ABSTRAK Iklan merupakan suatu proses komunikasi untuk mempromosikan suatu produk baik disampaikan secara lisan maupun tulisan pada masyarakat luas. Dalam media cetak misalnya majalah (Gadis), bentuk bentuk ini biasanya digunakan dalam bahas Inggris lisan yang dapat menarik pembaca. Tujuan penelitian ini untuk mengetahui penggunaan substitution dan ellipsis dalam iklan bahasa Indonesia di majalah (Gadis), untuk mengetahui interpretasi pembaca dalam menagkap pesan iklan, dan untuk mengetahui alasan pembaca pentingya penggunaan substitution dan ellipsis. Iklan- iklan ini diambil dari majalah Gasdis. penelitian ini menggunakan kuesioner sebagai instrumen yang digunakan untuk mengumpulkan data dari 28 responden. Kemudian, data dianalisis dengan metode kualitatif. Hasil dari penelitiuan ini, penulis menunjukkan bahwa terdapat iklan bahasa Indonesia di majalah Gadis yang di tulis dalam bentuk substitution dan ellipsis. Penggunaan substitution dan ellipsis dalam iklan mempunyai peranan penting karena penggunaan bentuk ini membuat iklan lebih menarik sementara itu pesan iklan dapat mudah di tangkap oleh pembaca karena dalam menyampaikan pesanya iklan tersebut menggunakan kalimat yang tidak terlalu panjang dan simpel sehingga mudah dipahami. Disamping itu penggunaan substitution dan ellipsis memberikan suatu kedekatan antara pengiklan dan pembaca walaupun interaksi yang terjadi tidak secara langsung. vi

7 TABLE OF CONTENTS PAGE OF TITLE... i PAGES OF APPROVAL... ii ACKNOWLEDGEMENT... iv ABSTRACT... v ABSTRAK... vi TABLE OF CONTENTS... vii CHAPTER 1 INTRODUCTION Background of the study Scope of the study Problem formulation Objective of the study Significance of the Study Definition of Term Advertisement Language Discourse Analysis Substitution Ellipsis... 6 CHAPTER 2 LITERATURE REVIEW Language Written and spoken language Substitution and Ellipsis in Discourse Analysis Discourse analysis Substitution Ellipsis Language in Advertisement CHAPTER 3 RESEARCH METHODOLOGY Method of Data Collection The Participants vii

8 Instruments Procedure Method of Data Analysis CHAPTER 4 THE ANALYSIS AND INTERPRETATION The Analysis of Indonesian Advertisements which use substitution The Analysis of Indonesian Advertisements using in Ellipsis Readers interpretation of substitution and ellipsis in Indonesian Advertisements found in Gadis Magazine The readers interpretation in catching the massages on Gadis magazines The Readers opinions about the use of substitution and ellipsis form Chapter 5 CONCLUSION AND SUGGESTION Conclusion Suggestion BIBLIOGRAPHY APPENDICES viii

9 SUBSTITUTION AND ELLIPSIS IN INDONESIAN ADVERTISEMENT TAKEN FROM GADIS MAGAZINE A THESIS By EVI ANJARI ENGLISH LETTERS STUDY PROGRAMME FACULTY OF LETTERS SOEGIJAPRANATA CATHOLIC UNIVERSITY SEMARANG 2006 ix