AN ANALYSIS OF NON-LITERAL MEANING USED IN READER DIGEST MAGAZINES ADVERTISEMENT
A THESIS BY
LENNI SIMANJUNTAK REG. NO. 110721007
DEPARTMENT OF ENGLISH
AN ANALYSIS OF NON-LITERAL MEANING USED IN READER DIGEST MAGAZINES ADVERTISEMENT
A THESIS
BY:
LENNI SIMANJUNTAK REG. NO. 110721007
Supervisor, Co. Supervisor,
Drs. Chairul Husni, M.Ed.TESOL Rahmadsyah Rangkuti, MA. Ph.D NIP. 19570308 198403 1 004 NIP. 19750209 200812 1 002
Submitted to the Faculty of Cultural Studies University of Sumatera Utara in partial fulfillment of the requirements for the degree of Sarjana Sastra in English Literature.
DEPARTMENT OF ENGLISH
Approved by the Department of English of Faculty of Cultural Studies University of Sumatera Utara (USU) Medan as thesis for the Sarjana Sastra Examination.
Head, Secretary,
Dr. H. Muhizar Muchtar, MS.
AUTHORS’S DECLARATION
I, LENNI SIMANJUNTAK, declare that I am the sole author of this thesis except the references that I use in this thesis are got from some related texts, internet and books. This thesis is not published yet or extracted in whole or in a part from another thesis.
No other person’s have been used without due acknowledgements in the main text of this thesis. This thesis has not been submitted yet for the award of another degree in any tertiary education.
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COPYRIGHT DECLARATION
Name : Lenni Simanjuntak
Title of Thesis : An Analysis of Non-literal Meaning Used In Reader Digest Magazines Advertisement
Qualification : S-1/Sarjana
Department : English
I am willing that my thesis should be available for reproduction at discretion of the Librarian of University of Sumatera Utara, Faculty of Cultural Studies, Department of English on the understanding that users are made aware for their obligation under law of the Republic of Indonesia.
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ACKNOWLEDGMENTS
First of all, I would like to thank and praise Jesus Christ who has given me all the blessing, mercy, talent and time, so that I can finish this thesis.
I would like to thank to the Dean of Faculty of Cultural Studies, Dr. Syahron Lubis, M.A, Head of Department of English, Dr.H.Muhizar Muchtar, MS and the Secretary of Department of English Dr.Hj.Nurlela,M.Hum, for all of opportunities and facilities given to me and for all their attentions in all academic affairs .
I would like to express my great gratitude and sincere thanks to my supervisor, Drs. Chairul Husni, M.Ed. TESOL as my supervisor and Rahmadsyah Rangkuti, MA.Ph.D as my co supervisor for their advices, suggestions, helps and their valuable time to guide me during the process of writing this thesis.
The highest appreciation and very special gratitude to my beloved parents, R. Simanjuntak and B. Sirait, for their love, support, and great attention and ever-lasting prayer in every step of my life. My lovely thanks are devoted to my sister (sister Bus), aunty (Rosdiana) and cousins (Rosa and Nelson) and all my family for all their pray, attention, motivation, support and encouragement for pushing to complete my study.
Andah, Ruth and all the classmates of 2011 for the friendship, support, encouragement, love and togetherness.
Finally, I realize that this thesis is still far from being perfect; therefore, constructive suggestions and advices from the readers will be pleasantly accepted. Hopefully, this thesis will be useful for the readers. Thank you very much.
Medan, November 2013
Writer,
Lenni Simanjuntak
ABSTRACT
ABSTRAK
TABLE OF CONTENTS
II. REVIEW OF RELATED LITERATURE 2.1. Semantics Theory ... 6
2.8.2 Types of Advertising ... 20
2.8.3 Roles of Advertising ... 21
2.8.4 Functions of Advertising... 22
2.8.5 The Media of Advertising ... 23
2.9 Magazines ... 24
2.9.1 The Advantage of Magazines………... 24
2.9.2 The Disadvantage of Magazines ... 26
III. RESEARCH METHODOLOGY 4.1. Types and the meanings of Non-literal Found in Reader’s Digest .... 30
4.1.1 Personification ... 30
V. CONCLUSION AND SUGGESTION 5.1. Conclusion ... 42
5.2. Suggestion………... 43
CHAPTER I
INTRODUCTION
1.1 Background of the Study
A human being is a social creature which needs another human being as a social creature. Human being cannot fully understand other without knowing their language. Language plays a great part in our life. It is undoubtedly a very significant instrument of communication for human being in their daily interaction. Bollinger (1975:14) cities that human language is a system of vocal-auditory communication, interacting with the experiences of its user, employing conventional signs composed of arbitrary pattered sounds units and assembled according to set rules. Human being in communication with others utilize language as maximum medium or a symbol of personal, racial, national or even religious identification. Usually human beings live in group and in that groups they need to share their feelings, interact to other human beings in their groups and make to contact to others.
To communicate with other, we need language as a medium of the spoken or written communication. Basically, language is divided by several parts of language like words, phrases, sentence and any other parts of language. It is important to analyze how the speaker arranges his words in good grammatical order to make the hearer understands what the speaker’s purposes are.
meaning is really needed for the hearer because it will be problem if the hearer cannot understand what the speaker or the writer means or in other words, the hearer or the reader will get difficulties to understand or to grasp the meaning.
Non-literal meaning occurs when the sentences or words have hidden meaning besides the lexical meaning. When we mean something different from lexical meaning or literally meaning or when we intend to have something different meaning. In case of literal meaning, there are a number of different ways one that able to speak and write non-literary, that is by using figures of speeches such as facetiously (ironical and sarcastically) exaggerated metaphorical, trope, etc. Non-literal uses of language are traditionally called figurative and are describe by a host of rhetorical terms including metaphor, irony, metonymy, synecdoche, hyperbole, and litotes (Saeed, 1977:16).
Leech (1981:10) states, Figurative language are described by a large set of rhetorical terms. Here are some kinds of figurative language, such as irony, hyperbole, metaphor, metonymy, litotes, personifications, oxymora (Leech, 1981:11).
“Irony is a manner of speaking or writing that is dispread through all kinds of literature” (Gray, 1984:108). “Hyperbole is a large exaggeration. Metaphor is a mapping between two objects using like or as. Personification is giving inhuman thing human qualities. Oxymora is fusing together two contradictory ideas/concepts” (Leech, 1981:11).
Advertisement has been used for a long time in trade. It is also said as the keystone in the arch of sales. Nowadays, advertisements lays a great role in business, it can be one of the best tools in getting the attention of the consumers. No wonder if we can find lot of advertisements of any product everywhere. A big company will spend much in advertising. The better advertisements can get the consumer’s intention, the higher profit they will get.
Therefore, it is very important to understand Non-literal meaning expression in advertisement. Sentences can deliver something which intended to audience through various media including newspaper, magazines, television, radio, billboards, and direct email. An advertisement has been used for a long time in trade. It is so said as the keystone in the art of sales. Nowadays, advertisement plays great role in business; it can be of the best tools in getting the attention of the consumers. Advertisements, using the ‘image’ which audience ‘help’ them to generate for products as vehicles, construct subject positions for ‘consumers’ as members of consumption communities…this is the major ideological work of advertising. (Moriaty, 1989:202-203).
1.2 Problem of the Study
As stated above, English is a rich language, and it is very rich non-literal meaning. This sometimes makes the communication cannot run effectively, if one of the speakers or listener cannot understand the meaning clearly. It is quite important then that we know how to use certain non-literal meaning in certain situations in making a real meaning.
According to the title of this thesis, the thesis focuses on the following problems:
a. What are the types of non-literal meaning found in Reader’s Digest magazines Advertisement?
b. What is the most dominant type of non-literal meaning found in Reader’s Digest magazines Advertisement?
1.3 Objective of the Study
In accordance with the problem that the writer is going to do, the objectives to be achieved are as follows:
a. To analyze non-literal meanings found in Reader’s Digest magazines advertisement. b. To find out the most dominant type of non-literal meaning in Reader’s Digest
1.4 Scope of the Study
The scope needs to be set to avoid misdirection or further analysis on this topic. The non-literal meanings which will be analyzed in this thesis are Personification, Irony, Simile, Litotes, Hyperbole and Metaphor that found in Reader’s Digest Magazines advertisement published on July-August 2012, October 2012 and February 2013.
1.5 Significance of the Study
CHAPTER II
REVIEW OF RELATED LITERATURE
2.1 Semantics Theory
Semantics is a branch of Linguistics. Semantics is generally defined as the study of meaning. Semantics (Greek Semantikos, to signify, giving signs, significant, symptomatic from sema, sign) refer to the aspects of meaning that are expressed in a language, code or other from representation (Peregrine, 2003:3).
Semantics has long been an object of study within the philosophy. It is that said that the term semantics itself was introduced into English at the end of the 19th century. It means that Semantics in term of historical or the study about the historical changes of meaning. Then it is change until the publication of Bearl’s book in 1900. Since then Semantics has been recognized as one of the linguistics studies and knows as a scientific study of meaning in language
There are some definitions of Semantics proposed by the linguistics as follows:
1. Katz (1972) says; “Semantics is the study of linguistics meaning. It is concerned with what sentences and other linguist object express, not with the arrangement of their syntactic parts or with their pronunciation”.
2. Palmer (1976:1) says;”semantics is the technical term used to refer to the study of meaning”
Semantics is also the centre of the study of human mind thought processes, cognitions, and conceptualization”
4. Saeed (1974:3) defines; “Semantics is the study of meaning communicated through language and Semantics is the study of meanings of words and sentences”.
The explanation by this entire expert, I conclude that Semantics is the branch of linguistics which is studying about the meaning in a language where as the meaning have relation between the sentence and other linguistics.
The subject of semantics by a method of elimination informally paraphrased as follow:
a. The aim of linguistics is to give an account of a person’s mastery his native tongue,
b. Semantics has to account for those aspects of this mystery not accounted for its grammar,
2.2 The Scope of Semantics
The scope of semantics is about the meaning itself in linguistics. Meaning of linguistics object can be various. Some peoples may have different analysis on the meaning of linguistics object because there is no general agreement about the nature of meaning or the way in which it should be described. No one knows facts of meaning are relevant to semantics when adequate Semantics description of a natural language must record the first of the meaning.
The study of meaning become significant at the early twentieth century, many linguists study language without reference to meaning. A linguist description tends to reduce into three are the least two major approaches to the way in which meaning in language is studied, each of which is often very influential in determining which facts of meaning are relevant for Semantics.
There are various approaches to semantics but there are three basic terms that have been widely mention in each of the approaches, they are: meaning, sense, and reference.
2.3 Meaning
Meaning plays a very important role in communication. There would be no language without meaning. The word meaning has a number of definitions by the Semanticist. Some of them are as follows;
Leech (1976) notes three points of meaning, they are;
1) Meaning involves to the speaker’s attention to convey a certain meaning that may be or may not be evidence from the meaning itself.
3) Meaning in the sense is something, which is performed rather than something that exists in a static way. It involves action (the speaker produces and effect on the hearer) and interaction (the meaning being negotiated between the speaker and the hearer on the basis of their mutual language.)
Richard (1985:172) states “meaning is what language expresses about the world we live in or any possible or imagery word”.
Lyons (1977:2) says that “the meaning can be distinguished by the technique of substituting other words in the same context and enquiry whether the resulting sentences are equivalent”.
2.4 Sense and Reference
Word and phrases normally both have sense and reference. In order to have a better understanding of word and references, there should be a distinction between its sense and reference. According to Frege, a German philosopher and mathematician, the sense of a word is the additional meaning attached to the word. Other linguists who contributed the meaning of sense and reference in his book Lyons (1997:197) says “sense is the term used by a number of philosopher for what others would describe simply as their meaning or perhaps more their cognitive or descriptive meaning”.
The difference of sense and reference can be seen in the phrase “the man who is my father” and “the man who married my mother”. Both of these sentences have the same reference; they refer to ‘my mother’s husband’. Nevertheless, the sentences of those phrases are difficult. The first phrase refers to ‘the person who is my (biological) father’, while the second one refers to ‘the person who necessarily my father’.
Another example is:
‘The present King of Indonesia is bald’
We have no trouble comprehending the meaning of this sentence has a sense, but hasn’t reference.
2.5 Goal of Semantics
According to Leech (1981:20-21), there are two questions which must be answered concerning with the goals of semantics theory; what should a semantics theory do and how should it do it?
A semantics theory should attribute to each expression in the language which the semantics properties and relations.
The answer to the second question is that a semantics theory should have at least two kinds of constraints:
2. Semantics theory of natural language should reflect the fact, except for the idioms, expression are compositional. This means that their meaning is determined by the meaning of its constituents and their grammatically relations.
2.6 Varieties of Meaning
The linguists have classified the meaning based on different point of view and deliberation. These varieties of meaning can be explained in the following explanations:
2.6.1 Linguistic Meaning
Linguistic meaning is a kind of meaning which is used to express the simple meaning of the expression in the some form of language. For example, in one form of language, which is knows as a Standard English, the word “run” means something different in each of the sentences below:
I like to run (run means walk fast)
Don’t worry, I can run my own race (run means I can solve the problem without others help)
2.6.2 Speaker Meaning
The speaker meaning is a kind of meaning to express what speaker means in producing an utterance. For example in saying “you are clever” the speaker may mean “you are bright (intelligent) because the word “clever” means “bright mentally” or “have intelligence” in English or he may means the opposite of the word means examples “you are stupid”
Based on the people’s way of speaking, we can divide speaker meaning into two different types, they are: Literal and Non-literal meaning.
2.7 Literal and Non-literal Meaning
Literal meaning is a kind of meaning which the meaning is what the word means or a meaning without any other meaning besides its meaning. Therefore, there will be no differences between the linguistic meaning and speaker’s meaning. Sometimes, a listener is easy to understand what someone means, but in particular condition, there are possibilities that the listener might have difficulties to understand the utterance although what the speaker’s means is what the word really means lexically because there are limitation of the hearer’s ability. The particular reason is related to whether the speaker uses his/her sentence without any hidden meaning in his/her sentences. It is reasonable to call it literal meaning.
Non-literal meaning is a kind of meaning which means something different from what the word means. Non-literal meaning occurs when the speaker means different from the word or sentences really means. In the other words, when a speaker speak a word or a sentence, which implies the different meaning from its real meaning and that is the time for the speaker to speak non literally. In addition, the word or sentence which is spoken by the speaker had hidden meaning besides the lexical meaning.
Saeed (1974:16) Says: “non-literal uses of language are traditionally called figurative and are described by a host of rhetorical terms including Metaphor, irony, metonymy, synecdoche, hyperbole, and litotes.
Figurative language is used to express or utter an idea or thought in order to make the sentences attractive to be read and it can stimulate the emoticon of the reader or listener and also to make the sentence beautiful and flowery.
There are several types of non-literal meaning or figurative language expression, namely: personification, irony, simile, litotes, hyperbole and metaphor.
2.7.1 Personification
Personification consists of giving the human characteristic to an object. Personification originally come from Latin word ‘persona’ meaning ‘person’, ‘actor’ or mask used in the theater and ‘fic’ means to make.
Keraf ( 1980 : 244) states, “Personifikasi adalah gaya bahasa yang melekatkan sifat-sifat insane kepada barang yang tidak bernyawa dan ide yang abstrak”
For example:
“The stars are envious of your eyes”. The word ‘stars’ is the inanimate object is depicted as human. Stars are envious of your eyes, because her eyes are more beautiful than the stars which shine in every night.
“The wind speaks in the whisper”. The word “speak” is the characteristic of human, and to be able to speak it need the mouth to make we can speak, while the wind is not have a mouth so that it is impossible that the wind can speak in whisper.
2.7.2 Irony
Irony is facetious, sarcastical way of speaking. Gray says (1984 : 108), irony is a manner of speaking or writing that is dispered through all kinds of literature. Irony consists of saying one thing while it means other.
Keraf (1980 : 240) states, “irony adalah gaya bahasa yang mengatakan makna yang betentangan dengan maksud berolok-olok. Irony is a figure of speech when an expression used is the opposite of the thought in the speaker’s mind, thus conveying a meaning. Etymologically, the word ‘irony’ derived from the Greek word ‘eironeia’ meaning ‘deception’ or trick’
For example:
“Your room is clean”
The expression above can be considered above can be considered as Irony when the expression above is uttered to the person who has the dirty room.
2.7.3 Simile
Simile is a kind of figurative meaning comparing two essentially unlike things. Simile expresses a direct comparison between things, which have one or more points in common and be recognized by the use of the word ‘like’ and ‘as’. The word simile comes from the same Latin word ‘simile’, which mean ‘like’.
Tarigan (1985 : 9) says that “kata simile berasal dari kata latin yang bermakna ‘seperti’. Simile adalah perbandingan dua hal yang pada hakekatnya berlainan dan yang dengan sengaja kita anggap sama”.
Barnhart (1995:118) says, “A simile is figurative of speech in which two quite different things are compared because they appear to be similar in at least on characteristic”. Simile is also used to add clarify to the language or make it more careful.
For example:
“Her smile was like the sun”
2.7.4 Litotes
Litotes is a figure of speech consisting of an understatement in which an affirmative is expressed by negative or opposite. Litotes is a form of understatement always deliberate and with the intention of subtle emphasis. However, the interpretation of litotes can depend on context, including cultural context. In speech, it may also depend on intonation and emphasis.
Tarigan (1985 : 58) says that “Litotes adalah sejenis gaya bahasa yang mengandung pernyataan yang dikecil-kecilkan, dikurangi dari kenyataan yang sebenarnya, misalnya yang merendahkan diri”.
For example:
“Please come to my little house”
In the expression above the speaker lies about his house because the expression above shows less than actually the case because actually he has a big and beautiful house.
2.7.5 Hyperbole
Webster’s Dictionary (1971:112) defined that hyperbole is an extravagant exaggeration that represent something as much greater or lest, better of worse or more intense that it really is depicts the impossible as actual.
According to Keraf (1991:135), “Hyperbole adalah semacam gaya bahasa yang mengandung suatu pernyataan yang berlebihan, dengan membesar-besarkan sesuatu hal”
For example:
- I’m doing over 8000 things right now. - These books weight a ton.
In the first expression consist of the exaggeration, because the phrase ‘doing over 8000 things’ means she or he is busy.
And in the second expression, the phrase ‘weight a ton’ indicates an exaggeration. Through the phrase, the speaker wants to emphasize those books are heavy.
2.7.6 Metaphor
Metaphor is a kind of figurative expressions, which a comparison is made between two objects by identifying one with the other. Etymology metaphor is derived from Greek words “Metaphor”. Metaphor derives from two words, i.e. ‘meta’ which mean ‘over’ and ‘pherein’ which means to carry. Metaphor simply means carrying from one place to another.
Kennedy (1991:587) “metaphor, a statement that one thing is something else, which, in a little sense, it is not”. In other words, metaphor compares the two unlike things directly, different from simile which explicitly shows the similarity between the comparable things by using conjunctions, like and as. So, instead of saying “Your eyes like the stars”, in metaphor we say, your eyes are star’.
Barnhart (1995 : 118) says, “A metaphor is figure of speech in which a word or phrase is taken out of its usual setting and placed with another word to suggest a likeness”. It is made more vivid by transferring to it the name or attributes of some other objects.
For example:
Christiano Ronaldo is a star for his club Real Madrid
In this sentence, Christiano Ronaldo is directly compared with A star. Christiano Ronaldo is the best player foot ball that has a good skill and performance in every competition. Star is used to describe Christiano Ronaldo for his popularity. Therefore he is considered as a star.
2.8 Advertising
2.8.1 The Understanding of Advertising
Advertising is a business tool used for the promotion of a product, service or even to a particular group of people. Copywriters create advertising and graphic designers complete it with their art skill. Media, TV broadcasts, banners, hoardings, etc. are the various means of advertisement promotion. Internet advertising also is emerging as a popular means of advertisements.
According to Burke (1980:6) says advertising is a sales message, directed at a mass audience that seeks through persuasion to sell the goods, services, or ideas on behalf of the paying sponsor.
According to Sandage, Fryburger and Rotzoll (1983 : 5) says advertisement are most commonly associated with the mass media of newspaper, magazines, cinema, television, and radio, although they frequently flourish in other forms such as billboards, posters, and direct mail as well.
A good advertisement can fulfill our need that are interest to read, look, and even to buy it. In an idea world every manufacturer would be able to talk one-on-one with every consumer about the product or service being offered for sale.
product or service. The key point is that interactive advertising reaches a large audience, just like traditional advertising.
2.8.2 Types of Advertising
There are six types of advertising, they are: product or brand advertising, sales promotion advertising, trade advertising, corporate advertising, classified advertising and retail advertising.
1) Product or Brand Advertising
It is designed to provide consumer with information about a product or service and translate the product concept into an appealing consumer benefit. Sometimes it referred to as display advertising because it displays the product for everyone to see. 2) Sales Promotion Advertising
It is attended to create immediate announcement of sale, contest, coupon, or some other offer.
3) Trade Advertising
Trade advertising for consumer products is directed to the retail trade and designed to help gain distribution or enlist retail production in a product promotion. 4) Corporate Advertising
Corporate advertising may be undertaken for several reasons, including financial, political, or public relations, and directed to a variety of publics.
5) Classified Advertising
6) Retail Advertising
It is a term reserved for the advertising done by retail stores, usually in the local media. It generally appears in the form display of advertising which focuses on the store as a product, or sales promotion advertising which features prices and sales.
2.8.3 Roles of Advertising
Advertising also can be explained in terms of the four roles it plays in business and in society.
a) The Marketing Role
The marketing role is the process a business uses to satisfy consumer needs and wants through goods and services. Marketing communication consist of several related communication techniques, including advertising, sales promotion, public relations, and personal selling.
b) The Communication Role
A communication role is a form of mass communication. It transmits different types of market information to match buyers and seller in the market place. Advertising both informs and transforms the product by creating an image that goes beyond straightforward facts.
c) The Economic Role
information model is that advertising provides information about alternatives and increases price elasticity so that a small change in price creates a large chance in product demand.
d) The Social Role
The social role of advertising also has a number of social roles. It informs us about new and improved products and teaches us how to use these innovations. It helps us compares products and features and makes informed consumer decisions.
2.8.4 Functions of advertising
An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products. The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality.
2.8.5 The Media of Advertising
A successful advertising campaign will spread the word about the products and services attract customers and generate sales.
a) Newspaper
Newspaper advertising can promote business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section.
b) Magazine
Advertising in a specialist magazine can reach the target market quickly and easily. Readers tend to read magazines at their leisure and keep them for longer, giving your advertisement multiple chances to attract attention.
c) Radio
Advertising on the radio is a great way to reach the target audience. If the target market listens to a particular station, then regular advertising can attract new customers. However, sound has its limitations. Listeners can find it difficult to remember what they have heard and sometimes the impact of radio advertising is lost. The best way to overcome this is to repeat the message regularly - which increases the costs significantly.
d) Television
e) Online
Advertising on the internet can be a cost-effective way to attract new customers. Many customers research businesses online before deciding whom to buy from.
2.9 Magazines
2.9.1 The Advantage of Magazine
The advantage of magazine advertising are aplenty since advertising techniques are designed in such a way where the audience is the primary and obvious focus. Who buys magazines? They see it as a medium that businessmen, well-off people and young adults buy on a regular monthly basis, because they can afford to, since there is something appealing about the magazine that draws them to it. Advertisement exposure scores big ones when it comes to magazines because there are people who buy them and can afford to splurge on what it is they come across. The advantages are described as follows:
1) A magazine has considerable reach either globally or nationally, appealing to a fan following that is ready to buy/subscribe to these reads be it monthly or every quarterly.
2) The advantage of magazine advertisements is the fact that ads can look realistic and can jump out at readers, because of their glossy detailing and show of colors that calls for attention.
4) Not all magazines will have random ads splashed across their pages, especially those with big names in the business. It is a well-planned strategy of assigning only certain kinds of issues with the right sponsors. For example, youth magazines will have affordable services / products from brand houses; fashion magazines will have expensive jewelry and clothes from well-known designers around the world, and so on.
5) It is true that a lot of people collect magazines therefore lengthening the lifespan of an ad, which is one of the many objectives of advertising. It gives it the benefit to be looked upon again and again.
2.9.2 The Disadvantage of Advertisement
Magazine advertising should be a small part of the overall marketing strategy. Advertising in a consumer magazine allows targeting a specific audience for the products or services. For example, a fashion magazine geared towards women tends to be a good place to sell products or services that women will purchase. Magazine advertising should not be the only source of advertising that use for the product and service. Focusing all of attention on magazines can cause to miss other segments of target audience. The disadvantages are described as follows:
1) Advertising in consumer magazines can be costly. The cost for prime space in a magazine with a high readership can be too costly for start-up businesses and those with small advertising budgets.
will not see the advertisement for months after we have committed the time and money to the advertisement.
3) When advertising in magazines, we will not have control of the placement of our advertisement in relation to features and stories contained in the publication. This lack of flexibility can affect the way readers of the publication view our advertisement.
CHAPTER III
RESEARCH METHODOLOGY
3.1 Research Method
There are two ways of making a scientific study: Library research and field research. The former means that one collects the data from book, journal, magazine or other written sources from libraries. While the latter is done by asking such designed- question to a certain group of people in collecting the data with a questionnaire, doing one or more experiments, or taking direct observation to the object being analyzed. In this analysis, the writer will use the descriptive analysis, in which it used to identify and classify the elements or characteristics of the object, as it is considered the most applicable one for this kind of research.
3.2 Source of the Data
The data is about non-literal meaning. The non-literal meanings were taken from the texts of advertisement in the Reader Digest magazines published on July-August 2012, October 2012 and February 2013. The unorganized mass of linguistic data that were collected by the writer from the text of advertisement in Reader Digest magazine are the Non-literal meaning used in it. The writer considered the availability of the sentences where all the data involve in.
3.3 Collecting of the Data
The very important thing to do in every study including linguistic study is collecting the data that can be found and related to the object of the study. Seeing from the topic which concerns with the use of non-literal meaning in Reader’s Digest magazine advertisements, the data are the whole non-literal meaning collected directly from the text in the Reader’s Digest magazine advertisements as stated previously.
3.4 Analysis of Data
Firstly, the writer will read the resources or literature connected to the topic discussed, in order to collect as many information and data as possible. Then, the analysis is begun based on the information from the resources, chapter by chapter without forgetting to quote some important notes, definitions, explanations, examples and the like to support the idea.
Descriptive qualitative and quantitative methods will be used in analyzing the data. Descriptive method is a procedure or manner in solving the problem by explaining the object which is being investigated towards the factual facts. Descriptive qualitative methods are applied by giving a description of figurative meaning and quantitative means a research to count the categories of figurative meaning in the magazines advertisement.
The analysis will be done this way. After reading the text of reader’s digest magazines advertisement published on July-August 2012, October 2012 and February 2013 thoroughly, and find out what non-literal meaning which suitable to be analyzed, the non-literal meaning will then be explained firstly in terms of lexical or literal meaning of each words.
In counting the percentage of data, the writer applies Nawawi’s social analysis method to find the most dominant type of non-literal meaning and the way it is performed in the magazine advertisement. The following formula is:
Y X
X 100 % = N
X : Number of the subcategories of figurative meaning
Y : Number all the data
CHAPTER IV
ANALYSIS AND FINDING
The data to be analyzed in this thesis are taken from Reader Digest Magazines Advertisements published on July-August 2012, October 2012 and February 2013. The analysis focused on non-literal meanings are explained before in chapter II. After analyzing the data there are 6 kinds of non literal meaning known as Personification, Irony, Simile, Litotes, Hyperbole and Metaphor. This analysis consists of advertisements which are categorized as non-literal meaning. Therefore, this analysis is used to show the meaning of the phrases or the sentence of the advertisements which are categorized as non-literal meaning. The non-literal meaning found in the advertisements will be analyzed to get the literal meaning.
4.1Types and the meaning of Non-literal meaning Found in Reader’s Digest Magazine
4.1.1 Personification
1) What did your blood sugar meter tell you today? New One Touch Verio IQ. The first
meter ever with PatternAlert Technology. Every time you test, it looks for hidden
patterns of high and low blood sugar, and alerts you when it finds one-right or
screen. (Reader Digest, July-August 2012).
means something that can be spoken by somebody. But in this advertisement they use the product to tell somebody about the measure of blood sugar.
2) A Healthy Heart is a Happy Heart. (Reader Digest, February 2013).
This advertisement is absolutely using the figurative language. Figurative language used in this advertisement above is “Personification”. In the advertisement above, the word “happy” indicates a “personification” since it is regarded as the living thing that has ability to make you feel something or make you in a good mood. Happy means feeling enjoy. Actually the advertisers want to inform the product of “Sundown Naturals” as in the advertisement is a medicine. So figuratively, the advertisement above means if we eat the Sundown Naturals Product, it will keep our heart healthy without afraid for being sick.
3) Let’s get Moving for a Healthier Heart. (Reader Digest, February 2013).
4) Help make that jump from the floor to your lap feel easier. (Reader Digest, February
2013).
This advertisement uses figurative language. The figurative language used is ‘personification’. That can be seen from the word ‘jump’ from the floor is something that can only be performed by live objects. Meanwhile this advertisement is just a food for a cat. A food is not be able to make something that can be done by humans but, as food is something that can be eaten into the human body. The advertisers want to make so much interested in this advertisement to be seen by consumers.
5) This Medical alarm may save your life. Lifeline can provide you the help need in any
emergency. It’s simple, reliable and affordable-one of the best values on the market
today. Don’t wait until it’s too late. (Reader Digest, February 2013).
In the advertisement above, the word ‘save’ indicates a ‘personification’ that has a literal meaning to make you feel better from the place before and can be done by human being. Figuratively, it means that this medical alarm can make us save from everything. The word ‘save’ is the characteristic of human being that intent to help something. But in this case, ‘driving’ is attached to inanimate objects. The third line also shows us that have a figurative language which is hyperbole. It can be seen from the word one of the best values on the market today. The advertisers really want to make the advertisement more interested to be seen by the consumers.
6) Kick out your worst symptoms; Get back to your best self. (Reader Digest, February
2013).
In this sentence is ‘personification’. Actually, the word ‘kick out’ is a human personal quality. But in this sentence, the medicine is describe can be kick out on something. It is impossible that medicine can kicked out on something. Kick out is human qualities, the advertiser use it to personify the medicine. The word ‘kick out’ can be defined as to cure. And the word ‘kick out’ means to cure a sickness of pressure and pain of worst symptoms.
7) Looking for a better way to remember things? Remember life’s DHA. DHA is one of
the good Omega 3 fats that help keep your brains running optimally as we age. Just
like we need calcium for strong bones we need DHA for strong brains look for all
natural (July/August 2012). (Reader Digest, July/August 2012).
4.1.2 Irony
There is no case of irony in the Reader Digest Magazine’s Advertisements. The advertisers didn’t make it, because Irony is facetious, sarcastical way of speaking. According to advertisers irony is incompatible in advertisements. Advertisers want their advertisement become interesting to the consumers with using figurative meanings.
4.1.3 Simile
1) The best Stuff in the Joint. Like calcium Supplements can help your bones, Osteo
Bi-Flex can help your joints. (Reader Digest, February 2013).
The advertisement above uses ‘Simile’. It is shown with the second sentence, ‘like calcium supplements can help your bones, osteo Bi-Flex can help your joints. The advertiser compare the phrase ‘calcium supplements’ and ‘osteo Bi-Flex’ with using conjunction ‘like’, because simile is expressed by a direct comparison between two things, which have one or more points in common and be recognized by the use of the word ‘like and as’. The advertisers use these sentences only to make this advertisement interested to be read.
4.1.4 Litotes
make their product interesting, not negative meaning like in this form. Because in litotes consists of negative expression to express the meaning or has opposite meaning.
4.1.5 Hyperbole
1) See yourself in Paradise. Enter the sight of the Day. Photo contest for your chance to
win the Ultimate Sightseeing Dream Vacation. (Reader Digest July-August 2012).
Figurative meaning used in this advertisement above is ‘hyperbole’. Shown with the first sentence “See yourself in paradise”. This sentence consists of exaggeration. When we read the advertisement, the advertisers exaggerate something from their product. Actually the product is photo contest. The advertiser want to emphasize that the photo contest can bring us to heaven and it is impossible for us to see our self in heaven just because of the photo contest.
2) Here’s a sweet solution. Enjoy the luscious fruit flavor of Smucker’s Sugar Free Preserves, sweetened with Splenda. (Reader Digest July-August 2012).
The advertisement above consists of ‘Hyperbole’. We can see it in the first sentence Here’s a sweet solution. We know that sweet is something nice or something that can be eaten by human being. But in this advertisement, they said that the solution is something sweet. For sure the solution is something make changes to others and make the people can find the easy way out for their problem.
When we read the advertisement above, we know that this advertisement uses figurative meaning. This advertisement wants to show us that Contour is the one product to know your diabetes and seems like the other product is a wrong choice. We can see the sentence” The right choice” use the ‘hyperbole’. Contour is just the product to measure our diabetes. The advertisers exaggerate the product and they want to make us believe that their product is much better than others.
4) The most complete mouthwash. (Reader Digest July-August 2012)
When we read this advertisement, we know that it uses figurative meaning. The advertisers use “hyperbole”. This advertisement above consist of exaggerate. The phrase ‘The most complete mouthwash’ is too exaggerate. Literally most complete means that it can wash all inside the mouth and make it clean. In fact Listerine total care just a mouthwash for people. But the advertisers make this advertisement more interesting and it will get the attention from the consumer.
5) The Potty. Somehow, we all learned how to use it. The first time was terrifying. The
second time was gratifying and every time since has been child’s play. For all the
times we’ve been there. Clorox has been trusted to keep it clean and to kill germs
since 191. (Reader Digest July-August 2012)
too. Literally kill means the things done by the people. The advertisers exaggerate this fact to persuade the consumers and get their attention.
6) Dare to go barefoot again. For clear, healthy-looking nails use NONYX NAIL GEL.
There should be more companies like you that guarantee such an amazing product.
(Reader Digest July-August 2012).
The advertisement above uses the figurative language. If we look at the advertisement above, it is clear that the advertisers use figurative meaning ‘hyperbole’. The advertisers exaggerate the advertisement with the sentence ‘There should be more companies like you that guarantee such an amazing product. Actually the product is nail gel. So the advertisers use this sentence to persuade consumers. The advertisers consider that their product is nicer than the other, and can make business more interesting.
7) Tried and truly delicious. It’s amazing what soup can do. (Reader Digest, February
2013).
8) And now give your dishwasher the power of oxiclean. New oxiclean Dishwashing
Booster There’s nothing like it. (Reader Digest October 2012)
This advertisement uses figurative ‘hyperbole’ because advertising is very exaggerating a product. It can be seen from the sentence there's nothing like us. The actual product is dishwasher. So advertisers only want to make their advertisements so much nicer than the other and attract the attention of consumers.
9) My heart my energy my life. Live your life to the fullest with Qunol. (Reader Digest,
February 2013).
This advertisement uses ‘hyperbole’. The advertisers really want to show us how to live our life with qunol. This advertisement is full of exaggeration because of the sentence live your life to the fullest. The real product is a vitamin. Our life is good not just because of the vitamin but the effect of lifestyle is the key. How we maintain our heart, energy and life, it’s depends on us not on the vitamin itself.
10)TV that changed the world. Five iconic programs that made us quippy, safe, healthy,
and tuneful. (Reader Digest, February 2013).
11)No Contract. No Risk. Great Value. Affordable cellular service including FREE
activation. (Reader Digest July-August 2012).
The advertisement above is categorized as a ‘hyperbole’ because it shows exaggeration. We know it from the first sentence No contract. No Risk. Great Value. No Contract No Risk Great value means perfect situation for something. And it is impossible the product if in this advertisement is a hand phone cannot get any broken for some parts. The advertisers want to make this advertisement more interested for the consumer.
12)Try cooking rice in your campbell’s soup. A delicious meal for two minutes. Cmpbells
it’s an amazing what soup can do. (Reader Digest October 2012)
4.1.6 Metaphor
4.2 The Frequency
There are 20 non-literal meanings in the Reader Digest Magazine Advertisement based on difference edition. Below are the number and the percentage of each type of figurative meaning. In counting the percentage of data, the writer applies Nawawi’s social analysis method to find the most dominant type of figurative meaning and the way it is performed in the Magazine. They are:
No Types of Non-literal Meanings Number of Cases Percentage
1 Personification 7 35 %
CHAPTER V
CONCLUSION AND SUGGESTION
5.1 Conclusion
In communication, we can divide meaning into two kinds; they are literal meaning and non-literal meaning. Literal meaning is what exactly our word means lexically. Meanwhile, non-literal meaning is occur if the hidden meaning besides the lexical meaning. Non-literal meaning occurs when the sentences or words have hidden meaning besides the lexical meaning.
Advertisement is a form of communication used by advertiser to promote the sales of products or services, to influence public opinion, to gain political support, to advance a particular cause, or to elicit some other desired responses. Advertisement has been used for a long time in trade. It is also said as the keystone in the arch of sales. Nowadays, advertisements lays a great role in business, it can be one of the best tools in getting the attention of the consumers.
After analyzing the non-literal meaning in Reader Digest’s Magazines Advertisements y using those steps above, it can be included that:
1) There are 20 cases of non-literal meaning in the Reader Digest Magazines Advertisements. They are 7 cases of personification, 1 case of simile and 12 cases of hyperbole. While irony, litotes and metaphor are not found.
5.2 Suggestion
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