CONTEXT ANALYSIS OF ADVERTISEMENT TAGLINES
Patria Sukma Ediningrum
Abstract
There has been a big phenomenon when an ice cream product named Magnum Gold became very popular among some of the ice cream consumers. In order to promote the ice cream, Magnum Company created advertisements which are not only in form of audio visual but also in written form. Written advertisement is more interesting to be studied because it is giving information to people and it also has the ability to influence the customers only by its text. Because of the appealing written advertisement, this study was conducted to know the strength, the ability to influence the readers, of Magnum written advertisement to engage the costumers. The data of this study was Magnum Gold written advertisement which is shown in mass media. In order to analyze the written message in Magnum’s tagline, this study used Systemic Functional Linguistic analysis which drilled down and focused on genre and register. The results of this study show that by doing genre analysis, Magnum advertisement is included as persuasive text. Then by doing the register analysis, field was analyzed to found that the readers and Magnum Gold ice cream have equal portion to be shown in the advertisement. This advertisement also combining mental, material, and relational process in order to create the
readers’ thought and reaction toward the advertisement and product. Second analyzing was tenor which used to know that the participant involved are the advertisement readers as the customers and also point toward as the pleasure seekers, and Magnum Gold ice cream. The last part that analyzed was mode in order to know the channel of this advertisement which already clear that the channel of this advertisement is written. The process of analyzing Magnum Gold written advertisement was presented in this study.
