THE INTERPRETATION ON ADVERTISEMENT LANGUAGE OF VOCATIONAL HIGH SCHOOL ON BILLBOARD.

(1)

ABSTRACT

Sembiring, Novalina. The Interpretation on Advertisement Language of Vocational High School on Billboard. Thesis: English Applied Linguistics Study Program, Postgraduate School, State University ofMedan. 2011 This thesis deals with qualitative study to find out the interpretation on the advertisement language of vocational high school on billboard. The objectives of this research were to find out the content of the advertisement language written on billboard, to find out the readers' interpretation towards the advertisement language and to find their reasons interpreting the advertisement language in such a way. The subjects of this research were people who live on Bunga Sedap Malam III Street. The total subjects were nine (9) people who were chosen purposively with different ages, tribes, levels of economy and education. The data were obtained by doing in-depth interview. The result showed that people interpreted the advertisement language of vocational high school only for students who want to get a job straightly after graduate. The interpretation on the purpose of publishing the advertisement was not achieved as a consequence of a lack of interest of people to join the school and the way of they interpreted which was based on their experience. The socialization of the advertisement is needed to make the readers understand the purpose of publishing the advertisement of vocational high school, especially on billboard.

(2)

l

~s

_______

_,__ ,~·· .:-· ·

MILIK

PERPUST,\Kf\Ah

IJNI"'IELl

1:

_______

_,,

41fl·

OJ

s~

l

THE INTERPRETATION ON ADVERTISEMEJ\JT

LANGUAGE

OF VOCATIONAL HIGH SCHOOL ON

BH~LBOARD

A THESIS

Submitted to th.e English Applied

Lingui ~ tin. Sr~ ~

dy

.Program

In Partial Fulfillment of the Requiremen.b for th

~~ D~o gn; : e

of

Magister Huma:niora

ENGLISH APPtiED LINGUISTICS STUDY PROGRAM

P<JSTGRADUATE SCll()()l,

STATE UNIVERSITY OF MEDAN

(3)

A THESIS

THE INTERPRETATION ON ADVERTISEMENT LANGUAGE OF

VOCATIONAL HIGH SCHOOL ON BILLBOARD

By

Novalina Sembiring

Registration Number: 082188330103

English Applied Linguistics Study Program

State University of Medan

This Thesis was examined on March 17

1h,

2011 by the Board of Examiners

Adviser I

Approved by

Adviser Commission

(4)

Approval

This thesis was examined on March

17t\

2011 by the Board of Examiners.

Board of Examiners

Prof. Dr. Lince Sihombing, M.Pd

NIP. 19610425 198601 2 001

Prof. Dr. Busmin Gurning, M.Pd

NIP. 19590713 1986011 001

Prof. Amrin Saragih, M.A., Ph.D

NIP. 19590713 198601 1 001

Dr. Eddy Setia, M.Ed., TESP

NIP. 19570412 198403 1 001

Dr. Didik Santoso, M.Pd

NIP. 19660616 199403 1 006

(5)

ACKNOWLEDGEMENT

Thankfully, I have finished this thesis as one of the requirements for the

degree of Magister Humaniora at The English Applied Linguistics Study

Program, Postgraduate School , State University of Medan. Thanx God for Your

amazing grace, endless love, and unbelievable work so I can accomplish this

thesis.

I realize that this thesis could not have been accomplished without

guidance, suggestions and comments from several people, for which I would like

to extend my sincere and general thanks.

My truthfut gratefulness is given to Mam Prof. Dr. Lince Sihombing.

M.Pd as my first adviser and Sir Prof. Dr. Busmin Gurning, M.Pd as my second

adviser, for their invaluable suggestions, immeasurable advice and endless aid in

correcting this thesis draft and making this thesis deserved to be read; to my

reviewers; Prof. Amrin Saragih, M.A., Ph.D., DTEFL, Dr. Eddy Setia, M.Ed,

TESP, Dr. Didik Santoso, M.Pd, for their constructive suggestions and perceptive

comments on the entire manuscript of this thesis draft; and to all my lecturers who

had taught me during years in L TBI.

My gratitude also goes to Prof. Dr. Busmin Gurning, M.Pd, as the Head of

LTBI and Mam Prof Dr. Lince Sihombing, M.Pd as the Secretary ofLTBI. Next,

a thank you and a "bravo" to Brother Farid and all the administrations staff in

(6)

sometimes must have appeared to be disaster were beyond the call of duty and immeasurable in terms of support.

I also owed thanks especially to Mama Bpk Melisa, and to all of my respondents in Kelurahan Sempakata; Mama Bpk Jesika, Mami Kia, Bpk Girik, Bg Buyung, K'Ivan, K'Duma, for their cooperation in conducting the research.

Several of my academic colleagues deserve and have my appreciation for their aid in making this thesis possible. They are Najla Farhani (thank you dear for your up and down motivation), Ayu, Lestari, Saadah, Sister Grace, Buaye Gank

(Meida,

Rini,

Minar, Uci, Ayu), Tubangs Group (Genjata, Herman, and Charles), Yudhi, Lis, Saniago, K'Lena, and all my dear friends in Class B Executive/ Intake XV who had been with me through the years in LTBL

I am also very grateful to my lovely parents T. Sembiring, S.Pd and I. br Ginting, S.Pd., for their endless love to me. I have no idea to express my hearty thank you to them and how grateful I am for having parents like them; to my little brother and sister; Alexander Sembiring and Salsalina Sembiring, who had encouraged and supported me much to accomplish my study so I can get through_ it all. Thank you als~o Esra Juniarta, S.E; you have been patient and supportive through all of this.

Hopefully, this thesis will be beneficial for those who read it: May God Bless You all!

lVI

11

Medan, March 2011 Best regards,

Novalina Sembiring

(7)

REFERENCES --- 67

(10)

LIST OF FIGURES

[image:10.520.32.472.82.600.2]

]'age

Figure 2.1 The Stages of Interpretation Process --- 14

Figure 2.2 Targetting Audience 23

Figure 2.3 Organize Strategy in Advertising

24

Figure 4.1 The Advertisement of Free School Fee

40

Figure 4.2 The Advertisement of Donating Book 41 Figure 4.3 The Advertisement ofVocational High School--- 43

Figure 4.4 The Advertisement of Vocational High School--- 44 Figure 4.5 The Advertisement ofVocational High School 45

written on Billboard

(11)

LIST OFT ABLES

Page

Table 4.1 The popularity of the advertisement

49

language of vocational high school

Table 4.2 The Interpretation on the content of the Advertisement --- 51 Table 4.3 The Responses on the advertisement language of --- 53

vocational high school written on billboard

Table 4.4 The reasons of the respondents like

55

the advertisement language of vocational high school

Table 4.5 The Interpretation on the advertisement --- 57 language of vocational high school

Table 4.6 The Interpretation on the Purpose of the ---Advertisement of vocational high school made by the government

..

[image:11.533.24.471.63.618.2]

(12)

LIST OF APPENDICES

APPENDIX 1: The Interview Transcription Data

APPENDIX 2: The Respondents' Profile

z

~

m

..

I

X

Page

--- 70

(13)

CHAPTERV

CONCLUSION AND SUGGESTION

5.1 Conclusion

Based on the discussion on the chapter IV, the conclusions are drawn as the following:

I. The content of advertisement language of vocational high school is a persuasive language. It happens as the advertisement languages of vocational high school written on billboard are well-orga,.llzed. Consequently, the respondents can memorize the language advertisement. .

2. The respondents' interpretation towards the advertisement language of vocational high school is that vocational high school only for students who want work straightly after graduating. They interpreted in such a way as a consequence of several factors, namely the number of unemployment, a Jot of poor people in the country, and the Jack of interest of people to join the school.

(14)

66

5.2 Suggestion

Related to the conclusions, suggestions are staged as the following: l. The socialization of vocational high school by · government is needed not only in the city, but also in the village. As in addition, people should be open-minded and up to date with new information.

2. It is suggested that the government increase the quality of Vocational High School student so the advertisement is not only an advertisement but it is true based on the reality.