FUNCTIONAL INTERPRETATION OF SLOGAN IN
ADVERTISEMENT BILLBOARD
A Thesis
Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
KHAIRIL AMRI
Registration Number: 8126111015
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
i ABSTRACT
Amri, Khairil. 8126111015. “Functional Interpretation of Slogan in Advertisement Billboard”. English Applied Linguistics Study Program. Post Graduate School. State University of Medan. 2017.
ii ABSTRAK
Amri, Khairil. 8126111015. " Functional Interpretation of Slogan in Advertisement Billboard ". Linguistik Terapan Bahasa Inggris. Sekolah Pasca Sarjana. Universitas Negeri Medan. 2017.
iii
ACKNOWLEDGEMENTS
First of all, it is thankful for Allah SWT who had given blessing, health and
luck so that the writer is able to finish his studies and this piece of academic master
piece. By the time, the writer also would like to say special mention for people
whose contributed in the process of finishing this research. It is a pleasure to convey
writer’s gratitude to them all in his humble acknowledgement.
Then, he would like to say his sincere gratitude to Prof. Amrin Saragih,
M.A., Ph.D. as his first adviser for his suggest, advice, and guidance from the early
stage of this research as well as giving his extraordinary experience through this
work. Above all and the most needed, he provided his in flinching encouragement
and support in such an excellent way.
He also would like to acknowledge gratefully Dr. Anni Holila Pulungan, M.
Hum. as his second adviser. It is because she had also given her advice and guidance
in finishing this research.
Many thanks go in particular to Prof. Dr. Busmin Gurning, M. Pd., Prof. Dr.
Sumarsih, M. Pd., and Dr. Rahmad Husein, M. Ed., as his reviewers and examiners
for the valuable inputs to be inserted in this thesis.
iv
Finally, he conveys special acknowledgement for his beloved parents and
family (brother and wife) for their understanding, caring and support. In deep,
special acknowledgement is also conveyed for Farid Ma’ruf Harahap for his kind
in helping the writer as long as the process.
Medan, April 2017
v
2.1 Systemic Functional Linguistics ... 10
2.2 Functional Interpretation……… ... 11
2.2.1 Experiential Function ... 12
2.2.1.1 Process ... 12
2.2.1.1.1 Material Process……… ... 13
2.2.1.1.2 Mental Process……… ... 14
2.1.1.1.3 Relational Process ... 15
2.1.1.1.4 Behavioural Process ... 17
2.1.1.1.5 Verbal Process ... 18
2.1.1.1.6 Existential Process ... 19
2.2.2 Interpersonal Function ... 19
2.2.2.1Modality ... 20
2.2.2.1.1 Modal certainty: will, must, be bound to ... 21
vi
2.2.3.4.1 Ideational (Topical) Theme ... 28
2.2.3.4.2 Interpersonal Theme ... 28
2.2.3.4.3 Textual Theme ... 29
2.2.3.5 Multiple Theme ... 30
2.2.3.6 Thematic Progression... ... 31
2.3 Advertisement ... 35
2.3.1 The Definition of Advertisement ... 35
2.3.1.1 Commercial Advertisement ... 36
2.3.1.2 Non-commercial Advertisement ... 37
2.3.2 The Concept of Advertising…….. ... 38
2.5.2 Mechanical Billboard ... 43
vii
3.2 Source of the Data ... 53
3.3 Technique of Data Collection ... 53
3.4 Technique of Data Analysis ... 54
3.5 Trustworthiness ... 56
CHAPTER IV DATA ANALYSIS, RESEARCH FINDINGS, AND DISCUSSION… ... 58
4.1 Data Analysis…. ... 58
4.1.1 Functional Interpretation Identification ... 62
4.1.1.1 Process Analysis ... 63
4.1.1.2 Modality Analysis ... 66
4.1.1.3 Thematic Analysis... 67
4.1.2 Picture over Text Identification ... 69
4.1.3 The Realisation of Functional Interpretation Used in the Advertisement Billboard ... 74
4.1.3.1 The Realisation of Material Process Used in the Advertisement Billboard ... 74
4.1.3.2 The Realisation of Modal of Certainty Used in the Advertisement Billboard ... 75
CHAPTER V CONCLUSIONS AND SUGGESTIONS ... 81
5.1 Conclusions ... 81
5.2 Suggestions ... 83
REFERENCES ... 84
viii
LIST OF TABLES
Pages
Table 2.1 Process type in English (Martin et al 1997:102) ... 13
Table 2.2 Six categories of relational process ... 16
Table 4.1 Focusing Data ... 61
Table 4.2 Process Result ... 72
Table 4.3 Modality Result ... 72
Table 4.4 Thematic Result ... 73
ix
LIST OF FIGURES
Pages
Figure 1.1 Sell Advance Billboard... ... 3
Figure 2.1 Traditional Billboard on Jalan Gatot Subroto... ... 43
Figure 2.2 Billboards on Jalan Yuki Simpang Raya... ... 43
Figure 2.3 Mobile Billboard... ... 44
Figure 2.4 Digital Billboard (LED) in JW Marriot Hotel Medan... 44
Figure 2.5 Nike “Just Do It”... ... 46
Figure 2.6 . McDonald’s “I’m lovin’ it”... ... 46
Figure 3.1 Interactive Model of Data Analysis... ... 54
Figure 4.1 Automotive Billboard... ... 59
Figure 4.2 Banking Billboard... ... 59
Figure 4.3 Cigarette Billboard... ... 59
Figure 4.4 Daily Needs Billboard... ... 59
Figure 4.5 Electronic Billboard... ... 60
Figure 4.6 Furniture Billboard... ... 60
Figure 4.7 More Picture in Automotive Billboard... ... 70
Figure 4.8 More Picture in Banking Billboard... ... 70
Figure 4.9 More Text in Automotive Billboard... ... 70
x
LIST OF APPENDICES
Pages
Appendix 1 Advertisement Billboard... ... 87
Appendix 2 Text and Slogan in the advertisement billboards... ... 126
Appendix 3.a Process Analysis ... 137
Appendix 3.b Modality Analysis ... 150
1
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