An Analysis Of Language Power In Garuda Airline Advertisements

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APPENDICES R1.

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R3.

R4.

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R6.

R7.

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R9.

R10.

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R12.

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2. GARUDA AIRLINE ADVERTISEMENTS IN 2015 Q1.

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Q3.

Q4.

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Q6.

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Q8.

Q9.

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Q11

Q12.

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Q14.

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REFERENCES

Bloomfield, Leonard. 1935. Language. London : Compton Printing Ltd. Bungin, Burhan. 2003. Analisis Data Penelitian Kualitatif. Jakarta : Raja

Grafindo Persada.

Burke. 1980. Advertising In The Market Place. New York : Mc. Graw – Hill, Inc. Bustrum, Bonnie. 2001. A thesis :Language Power in the ESL Class. Grand Valley

StateUniversity.

Fairclough, Norman. 1989. Language Power. New York : Longman Inc.

Goddart, Angela. 1998. The Language of Advertising. London : Routledge. Hadi, Sutrisno. Metodologi Research (2). Yogyakarta : Erlangga. 1989. Hadi, Sutrisno. Metodology Research (1). Yogyakarta : Erlangga. 1989.

Hafer, K and White, G. 1977. Advertising Writing : Putting Creative StrategyToWork. United States of America : West Publishing CO.

Hannes, Kalev. 2000. Language Use in Advertising: An Analysis of Linguistic Features Across Readership Domains. London.

Jefkins, Frank. 1996. Periklanan. Jakarta : Erlangga.

Johnstone, Barbara. 2009. Discourse Analysis. Singapore : Blackwell. Mandel, Maurice. 1984. Advertising. London : Prentice – Hall Inc.

Nawawi, H and Martini, M. 1994. Penelitian Terapan.Yogyakarta : Gajah Mada University Press.

Purwoko, Herudjati. 2008. Discourse Analysis : Kajian Wacana bagi Semua Orang.Jakarta : Indeks.

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Valkinz, Wirman. 1999. A Thesis : Power in Language Use; A Case Study in Gondang Sasak Speech Community.

Website sources:

Boggs, Lacy. Brand Voice and The Power of Words: Diction.March 12, 2015. http://lacyboggs.com/brand-voice-diction/

Evans, Marcus. The language of advertising.March 12, 2015.

http://www.linguarama.com/ps/marketing-themed-english/the-language-of advertising.htm

Goethe. The Power of Language. A philosophical-sociological reflection. November 21, 2015. http://www.goethe.de/lhr/prj/mac/msp/en1253450.htm

Linghong, Zou. The Linguistic Features of English Advertising. May 24, 2015. https://www.academia.edu/8682797/THE_LINGUISTIC_FEATURES_OF_ ENGLISH_ADVERTISING.

Misbah, Meehren. What Are The Three Major Functions Of Advertising?. June 12 2015. http://www.blurtit.com/q249327.html.

Nirmaldasan. The Average Sentence Length. May 24, 2015.

https://strainindex.wordpress.com/2008/07/28/the-average-sentence-length/). Thompson, Cat. The Power of Language. February 05, 2015.

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CHAPTER III

METHODOLOGY

3. 1 Research Method

Nawawi (1994:1) says that, “Penelitian merupakan pekerjaan ilmiah yang harus dilakukan secara sistematis, teratur dan tertib, baik mengenai prosedurnya maupun dalam proses berpikir tentang materinya.” (Research is a scientific work which should be done sistematically, regularly and orderly, either its procedure or in thinking process about its material).

As a research is a systematic work, so it must be done by following a method as Nawawi said (1994:1), “Penelitian yang harus dilaksanakan secara sistematis, teratur dan tertib, berarti prosesnya harus mengikuti prosedur/metode dan teknik yang paling sesuai dengan masalahnya.” (A research that must be done sistematically, regularly and orderly, means its process, must follow procedure/method and technic which is suitable with the problems).

In analyzing this thesis, the writer applied descriptive qualitative method. According to Nawawi (1994:174), “Penelitian kualitatif adalah penelitian yang bersifat atau memiliki karakteristik, bahwa datanya dinyatakan dalam keadaan sewajarnya atau sebagaimana adanya (natural setting), dengan tidak dirubah dalam bentuk simbol-simbol atau bilangan”. (Qualitative method is a research which has charateristic, the data is stated deservedly or with natural setting, without changing into symbols or numbers).

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menggambarkan/melukiskan keadaan objek penelitian pada saat sekarang berdasarkan fakta-fakta yang tampak atau sebagaimana adanya. (Descriptive qualitative can be defined as problem-solving procedure investigated by portraying/describing the objectof study based on facts which are exist as they are).

3.2Data and Data Source

In doing this thesis, the writer took the data from advertisement in Garuda Airline advertisements. The data are words, phrases and sentences used in 28 Garuda Airline advertisement published in 2014 to 2015. There are 13 advertisements in 2014 and 15 advertisements in 2015.

3.3 Data Collecting Method

Collecting data is an important thing in a certain analysis. In this thesis, the writer collected the data by using observation method. Nawawi & Martini (1991) said, “observasi adalah pengamatan dan pencatatan secara sistimatik terhadap unsur-unsur yang tampak dalam suatu gejala atau gejala-gejala dalam objek penelitia”. (Observation is used by having an observation to obtain systematically the elements of certain phenomenon in objects of research).

3.4 Data Analysis Method

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In accomplishing the thesis, the writer did several steps :

1. Formulating research problems and determining its purpose.

2. Collecting the data by collecting advertisements in Garuda Airline during 2014 until 2015.

3. Reading each advertisement comprehensively.

4. Finding out language features used in each advertisement. 5. Analyzing how the language features influence the readers. 6. Finding out the most dominant language feature.

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CHAPTER IV

ANALYSIS AND FINDING

The writer analyzed about language features found in Garuda Airline and explained how they influence the readers. The writer analyzed the data by using Frank Jefkins‟ theory. The data are words, phrases, and sentences used in Garuda Airline advertisement published in 2014 to 2015. To analyze the data, the writer gave different labels to the advertisement in 2014 and 2015. The advertisements published in 2014 are labelled as R. There are 13 advertisements in 2014 and they were labelled R1 – R13. Other advertisements published in 2015 are labelled as Q. There are 15 advertisements in 2015 and they labelled Q1 - Q15. In this analysis of the study, the three problems were analyzed as the following.

4. 1 Language Features

As it has been mentioned in the previous chapter, based on Frank Jefkins, there are ten language features used in advertisement. After analyzing the data the writer found language features which are used in the data, they are :

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9. imperative sentences. 10.interrogative sentences. 11.punctuation

12.abbreviation

Language features found in the data are shown as the following. 4.1.1 Short Sentences

1. Welcome to the wonderful world of flight transformation and communication. (R13)

4.1.2 Short Phrases

1. The world‟s most improved airline (R1, R2, R11, Q14) 2. GarudaIndonesia

The airline of Indonesia (R1, Q1, Q2, Q3, Q5) 3. Travel Period Now – 30 September 2014.(R3) 4. Garuda Indonesia special discount up to 75 % (R3) 5. First class service at every step of your journey. (R4) 6. Welcome to the world‟s 5 star Airline (R5)

7. Ensuring the convenience of passengers (R7) 8. More spaces. Less worry (R8)

9. Extra baggage(R8)

10.Starts on 6 February 2015.(R10) 11.5 star-Airline (Q1)

12.World‟s best cabin crew (Q2, Q3) 13.World‟s 5-Star Airline (Q3)

14.Proud to take Indonesia to the world stage (Q5) 15.World‟s Best Cabin Crew 2014 (Q5)

16.Official Global Airline Partner of Liverpool Football Club (Q6) 17.Combining our loyalty programs. (Q9)

4.1.3 Long Sentences

1. We currently operate a total of 44 flights per week from Australia to Indonesia with convenient onward connections to South East Asia, North Asia, The Middle East and Europe. (R2)

2. With more direct services to Indonesia than any other carries operating from invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia.(R2)

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4. Now the Garuda Indonesia Experience is even better at Singapore Changi Airport Terminal, T3 Check-In at Row 1Premium Check –In Area. (Q14) 5. From Tuesday 22 February all Garuda passengers in Singapore will depart

and arrive from Singapore Changi Airport Terminal 3. (Q14)

6. The state –of-the-art facility is recognized as one of the best airport terminals in the world. (Q14)

4. 1. 4 Long Phrases

1. Garuda Indonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia! (R10)

2. Garuda Indonesia Travel Experience Grand Opening Lombok Epicentrum Mall, 17-18 0ctober 2015

3. Above fanes include Singapore Airport Tax & Fuel Sunchange Fares exclude service fee when booked online or with selected againts and subject to change due to currency fluctuation. (R3)

4. Renowned for its tropical rainforest decer : featuring a 5 – story Garden Wall, the world‟s first Butterfly Garden, and 6-meter grotto-waterfall. (Q14)

4. 1. 5 Simple Sentences 1. Blackout Dates apply.(R3)

2. Other terms and condition apply.(R3)

3. Sabang – Medan starts from IDR 625,000 (R10) 4. Sabang – Jakarta starts from IDR 1,692,000 (R10) 5. Our transformation has made us fly ever higher. (R12) 6. Terms and condition apply. (Q4)

7. A 5-star rating is sure to follow. (Q7) 8. Travel will keep you going (Q12)

4.1.6 Complex Sentences

1. Passengers number are set to reach 24 million in 2013 as the airline continues to increase traffic by 30% a year (Q7)

2. As Garuda reaches a fleet strength of 116 aircrafts over the next two years the number of flight will grow to over 400 a day serving a total of 62 domestic and international destination (Q7)

4.1.7 Cliches (buzz words)

1. Garuda Indonesia special discount up to 75 % (R7)

2. GarudaIndonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia! (R9)

3. Voucher Lotte Mart setiap pembelian tiket ke Jakarta (Q1) 4. Voucher Trans Studio setiap pembelian tiket ke Makassar. (Q1)

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4.1.8 Favorable Words

1. The winning solution for your company‟s needs and staff priveleges. (R1) 2. First class step at every step of your journey. (R4)

3. Welcome to The World‟s 5-star Airline (R5, R8) 4. The world‟s most improved Airline. (R2, R11, Q14) 5. Enjoy the best service with our Garuda experience. (R11) 6. Our Transformation Has Made Us Fly Ever Higher (R12)

7. Welcome to the wonderful world of flight transformation and communication(R14)

8. Paket Amazing Holiday Moment (Q1)

9. Merhandise menarik setiap transaksi IDR 2.500.000 (Q1) 10.World‟s best cabin crew (Q2, Q3)

11.Don‟t miss this one time special offer! (Q3) 12.Step on our new CRJ1000 NextGen (Q4) 13.World‟s Best Cabin Crew 2014 (Q5) 14.Combining our loyalty programs. (Q9) 15.Make every journey rewarding. (Q10)

16.Enjoy your flight, with our best facilities, with our best service, with our best luxury with us. (Q11)

17.New route from Brisbane. (Q13)

18.Experience the most spacious seat the world have ever seeen (Q15) 4.1.9 Imperative Sentences

1. Fly high with our corporate partnership (R1)

2. Enjoy the Garuda Indonesia experience to 51 cities throughout Indonesia and beyond.(R2)

3. Contact your preffered AFTA Travel Agent or call Garuda Indonesia on 1300 365 330. (R2)

4. Book your flight to 12 selected Indonesiana & 14 International destinations via www.garudaindonesia.com.sg or selected travel agencies from now till 09 March 2014. (R3)

5. Enjoy 5 – star inflight shopping experience. (R6) 6. Book now (R6, R7)

7. Fly from Westermost Indonesia to every world destination. (R10) 8. Get our special price for Sabang – Medan – Jakarta. (R10)

9. Visit our sales office (R10)

10.Enjoy the best service with our Garuda experience. (R11)

11.Enjoy the comfort of our Boeing 737-800 Next Generation aircraft with Audio and Video Demand (AVOO) in all classes. (R11)

12.Phone our Garuda Call Centre, Garuda Indonesian Sales office or your travel agent or click www.garuda-Indonesia.com (R11)

13.Bring your flight and it is a pleasant one. (R13)

14.Experience the most spacious seat the world have ever seeen. (Q1) 15.Kunjungi stand kami dan dapatkan : (Q1)

16.Ikuti juga Photo Competition bersama Garuda Indonesia Lombok akan dipilih 1 pemenang untuk mendapatkan merchandise menarik. (Q1)

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18. Don‟t miss this one time special offer! (Q3) 19.See the many wonders of Indonesia. (Q4) 20.Step on our new CRJ1000 NextGen (Q4) 21.Take a quantum leap with Garuda.(Q7)

22.Celebrate your Ramadhan with your family. (Q8) 23.MAKE EVERY JOURNEY REWARDING (Q10)

24.Enjoy your flight, with our best facilities, with our best service, with our best luxury with us. (Q11)

25.Keep flying. (Q12)

26.Take of with our latest round trip flights from Brisbane to Denpasar or Jakarta (Q13)

27.Fly comfortably above the rest with Garuda Indonesia. (Q13)

28.Enjoy unsurpassed shopping at Terminal 3 and tempeing wide range of food and beverage outlets. (Q14)

29.Experience the real Indonesia where our signature inflight service combines with our revitalised fleet to create the Garuda Indonesia Experience (Q14) 30.Experience the most spacious seat the world have ever seeen (Q15) 31.Contact : 021-6678121 (Q15)

4. 1. 10 Interrogative Sentence 1. Ready for a new gateway? 4. 1. 11 Punctuation

1. Don‟t miss this one time special offer! 4. 1. 12 Abbreviation

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4. 2 The Influence of Language Features

The influence of language features found was analyzed as the following.

1. R1

Data No. No. Data

R1

1. Fly high with our corporate partnership

2. The winning solution for your company‟s needs and staff priveleges

3. The world‟s most improved airline 4. Garuda Indonesia

The airline of Indonesia

1. Imperative sentence

a. Fly high with our corporate partnership

The use of imperative word “fly” has a power in persuading the readers to use

Garuda Airline. The use of “fly” triggers the readers to buy or use Garuda

Airline. By reading the word “fly”, the readers are persuaded to use Garuda Airline.

2. Favorable word

a. The winning solution for your company‟s needs and staff priveleges The use of favorable word “winning solution” influences the readers by

giving happy outcome to the reader. When the readers read “winning solution”, the readers feels happy as if Garuda Airline has given a solution to

their problems. The word “winning solution” does not give a detailed

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3. Short phrase

a. The world‟s most improved airline

The phrase only contains 5 words, so it belongs to short phrase. The use of short phrase “the most improved Airline in the world” influences the readers

by giving briskness that carry the readers along. Actually, the phrase “the most improved airline in the world” means that Garuda is the most improved

airline in the world. But, the producer avoids using subject to make the advertisements become simple and easy to understand.

b. Garuda Indonesia The airline of Indonesia

The phrase contains six words. The use of short phrase Garuda Indonesia, The Airline of Indonesia influences the readers by giving briskness to the readers. The producer only uses phrase, but it can influence and persuade the readers that Garuda is an airline belonging to Indonesia, it can influence the readers specially Indonesian people to use Garuda Indonesia

2. R2

Data

No. No. Data

R2

1. Enjoy the Garuda Indonesia experience to 51 cities throughout Indonesia and beyond.

2. Contact your preferred AFTA Travel Agent or call Garuda Indonesia on 1300 365 330.

3. We currently operate a total of 44 flights per week from Australia to Indonesia with convenient onward connections to South East Asia, North Asia, The Middle East and Europe.

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5. The world‟s most improved Airline Garuda Indonesia

1. Imperative Sentence

a. Enjoy the Garuda Indonesia experience to 51 cities throughout Indonesia and beyond.

The use of imperative word “enjoy” persuades the readers to use Garuda Airline. The existence of word “enjoy” influences the reader to take an action

to use Garuda. The word “enjoy” undirectly asks the readers to take an action.

b. Contact your preferred AFTA Travel Agent or call Garuda Indonesia on 1300 365 330.

The use imperative word “contact” influences the reader to get action that is contact travel agent or Garuda in which the writer influence the readers to book the ticket of Garuda.

2. Favorable words

a. The world‟s most improved Airline Garuda Indonesia

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3. Short Phrase

a. The world‟s most improve Airline.

The phrase belongs to short sentence as it contains 7 words. The use of short sentence “the most improved Airline in the world” influences the readers by

reducing the difficulties of the text. Actually, the pharase “the most improved

airline in the world” means that Garuda is the most improved airline in the

world. But, the producer avoids using subject to make the advertisement become simple.

4. Long sentence

a. We currently operate a total of 44 flights per week from Australia to Indonesia with convenient onward connections to South East Asia, North Asia, The Middle East and Europe.

The sentence contains 28 words. The existence of long sentence in this advertisement gives explanation about Garuda experience to 51 trip.

b. With more direct services to Indonesia than any other carries operating from invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia.

The sentence belongs to long sentence as it contains 30 words. The use of long sentence gives a detail explanation about services given by Garuda Airline.

3. R3

Data

No. No. Data

1. Garuda Indonesia special discount up to 75 %

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R3 3. Blackout Dates apply.

4. Above fanes include Singapore Airport Tax & Fuel Sunchange Fares exclude service fee when booked online or with selected againts and subject to change due to currency fluctuation.

5. Other terms and condition apply.

1. Cliches (buzz word)

a. Garuda Indonesia special discount up to 75 %

The buzz word used here is “discount”. The use word “discount” has a big power in influencing the readers.

2. Simple Sentence

a. Blackout Dates apply.

Blackout Dates is subject, Apply is verb.

A simple sentence has the most basic elements, Subject, Verb, Complement. The existence of simple sentence influence the reader as it gives effective words. The sentence is to the point, so the readers do not get confused. The readers can understand the sentence easily that blackout dates apply for discount applied.

b. Other terms and condition apply.

Other terms and condition is subject, apply is Verb.

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3. Short Phrase

a. Travel Period Now – 30 September 2014.

The phrase contains 5 words. It belongs to short phrase. The use of short phrase influences the readers by giving a point that is easy to remember. As it is short, the readers will not forget the main point of the text. The readers remember the point directly that travel period given is started from the day advertisement published to 30 September 2014.

b. Garuda Indonesia special discount up to 75 %

The producer prefers using phrase to sentenece in this advertisement. It makes the advertisement powerful and more emphatic. As a result, the reader will have more willing to read the advertisement as the phrase has ability to carry the readers along. Actually Garuda Indonesia special discount up to 75 % stands for Garuda Indonesia gives special discount up to 75 %, but the producer does not use give to make the advertisement interesting.

a. Book your flight to 12 selected Indonesiana & 14 International destinations via www.garudaindonesia.com.sg or selected travel agencies from now till 09 March 2014.

The exitence of “book” help the advertisement to talk much to the readers. The use of “book” asks the reader to get an action. By reading the word “book”, the readers are asked to choose Garuda and used special discount to

influence the reader. 5. Long phrase

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The phrase consists of 28 words. The use of long sentence gives a detailed explanation giving clear point about discount offered.

4. R4

Data

No. No. Data

R4 1. First class step at every step of your journey.

1. Favorable word

a. First class service at every step of your journey.

The use “first” as favorable word here influences the reader by giving happy outcome to the readers that Garuda has the best service as Garuda has the first class service. The word „first‟ here means that it is the highest position that nothing compares. It will influence the readers as the have a belief that when they use Garuda, they will be given the first class service. It means that the customer will have a satisfying service.

2. Short phrase

b. First class service at every step of your journey.

The phrase consists of 9 words. The use of short sentence gives a clear point to the readers. The phrase becomes emphatic. It influences the reader by giving a clear point that is easy to remember.

5. R5

Data

No. No. Data

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1. Favorable words

a. Welcome to the world’s 5 star Airline

The use of the word “world” here gives an influence to the readers as they are given happy outcome by the existence favorable word “world‟s 5 star Airline.

The existence of these words makes the readers believe as if Garuda is the best Airline as they are offered with an achievement WORLD‟S 5 STAR

AIRLINE.

2. Short phrase

a. Welcome to the world’s 5 star Airline

The phrase consist of 7 words. The phrase influences the readers by giving a clear point to the readers that Garuda has been admitted as world‟s 5 star

airline.

6. R6

Data

No. No. Data

R6 1. Enjoy 5 – star inflight shopping experience. 2. Book now

a. Enjoy 5 – star inflight shopping experience.

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b. Book now

As the final aim, it is followed by the use another imperative book now. After being offered by an inflight shopping experience, the writer finally come the main aim that is ask the readers to use Garuda. The word “book” influence

the readers to get an action to use Garuda Airline.

7. R7

Data

No. No. Data

R7 1. Ensuring the convenience of passengers 2. Book now

1. Short phrase

a. Ensuring the convenience of passengers

The phrase consists of 5 words. It belongs to short phrase. The use of short phrase influences the readers as it gives a clear point that is able to catch people‟s attention. So, when the advertisement has been able to catch people‟s attention, it will influence the readers to use the product advertised

as Garuda ensures the convenience of passengers. 2. Imperative sentence

a. Book now

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8. R8

Data

No. No. Data

R8 1. More spaces. Less worry 2. Extra baggage

1. Short phrase

a. More spaces. Less worry

The phrase consists of 4 words. The use of short phrase influences the readers by catching people‟s attention due to its briskness in conveying the idea. When a text is easy to understand, the readers will not be confused. The phrase More spaces, less worry is so simple but is able to speak much. Actually the phrase means that Garuda has more spaces, so the passengers will not be worry. But the writer used short phrase to make it simple and avoided complicated meaning.

b. Extra baggage

The phrase only consists of 2 words, but the phrase influences the readers by giving a point that is easy to understand. So that the readers understand the phrase easily that Garuda gives extra baggage to the passengers.

2. Favorable word a. extra baggage

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9. R9

Data

No. No. Data

R9 1. GarudaIndonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!

a. GarudaIndonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!

The use of 20 % here stands for discount. The word „discount‟ is one of

cliches that works so well in influencing the readers to buy a product advertised. In this advertisement, the writer only used 20 %, but the readers will easily understand as it is so familiar in our life. The use of discount here has a power in catching people‟s attention.

2. Long phrase

a. Garuda Indonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!

The phrase consists of 15 words. The phrase gives detailed explanation about discount offered. It explains that the discount applies for flights from Melbourne, Sidney, and Perth to most destinations in Indonesia.

10. R10

Data

No. No. Data

R10 1.

Fly from Westernmost Indonesia to every world destination. 2.

Starts on 6 February 2015. 3.

Get our special price for Sabang- Medan- Jakarta 4.

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5.

Sabang – Medan starts from IDR 625,000 6. Visit our sales office

Jl. By Pass Yos Sudarso Km. 6 Maimun Saleh Airport Sabang Jl. Tgk. Imum Luaeng Bata No.78 Telp.0657 – 33665 Banda Aceh

1. Imperative sentences

a. Fly from Westernmost Indonesia to every world destination.

The use imperative word here directly influnces the readers to get an action that is to use Garuda. The writer use “fly” to make the imperative sentence works well. The word „fly‟ offers a happy flight to the readers because the word „fly‟ gives an interesting thing to the readers, as if they will fly even if

they only sit.

b. Get our special price for Sabang – Medan – Jakarta

The existence get has a same aim to fly. The two imperative sentences ask the readers to get an action after reading the advertisement. When the said „get‟, it means that the readers are being asked to use Garuda Airline.

c. Visit our sales office

The imperative sentence influences the readers to take an action. The sentence asks the readers to visit Garuda‟s sales office. It means that the readers are asked to buy or book the ticket from Garuda Airline.

2. Simple Sentence

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a. Sabang – Medan starts from IDR 625,000

“Sabang –Medan” is subject, “starts” is verb, “from IDR 625. 000” is complement.

The simple sentence influences the readers by reducing the difficulties of the text. When the text is easy to understand, there will be less willing to ignore the advertisement. In this sentence, the point is easy to understand that for a flight Sabang –Medan is paid IDR 625.000.

b. Sabang – Jakarta starts from IDR 1,692,000

“Sabang – Jakarta” is subject, “starts” is verb, “from IDR 1.692.000” is complement.

In this case the simple sentence clearly conveys the idea that the passengers must pay IDR 1.692.000 for flight Sabang – Jakarta.

3. Short Phrase

a. Starts on 6 February 2015.

The phrase consists of 5 words. The short phrase influences the readers by giving directness. The short phrase conveys the idea that the special price start on 6 February 2015. The use of short phrase avoided a complicated meaning that is hard to undertand.

11. R11

Data

No. No. Data

R11

1. Enjoy the best service with our Garuda experience BOEING 737-800 NEXT GENERATION

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3. Enjoy the comfort of our Boeing 737-800 Next Generation aircraft with Audio and Video Demand (AVOO) in all classes. 4. Phone our Garuda Call Centre, Garuda Indonesian Sales office

or your travel agent or click www.garuda-Indonesia.com

1. Short phrase

a. The world‟s most improved Airline.

The phrase consists of 5 words. The producer prefers using phrase to sentence in order to make the advertisement easy to understand. Actually, the message that the producer wants to convey is that Garuda Airline is the world‟s most improved airline, but the producer uses phrase to make the advertisement simple. The use of short phrase influences the readers by giving a clear point that is easy to remember. It also has a power to make the language used become interesting. As the result, the readers are interested in reading the advertisement itself.

2. Favorable words

a. The world‟s most improved Airline.

The use of favorable word “most improved” imfluence the readers by giving happy outcome that Garuda is a better Airline. The readers are influenced without any significant proof. But by reading the word “most improved” the

readers as if believe that Garuda is the best airline.

b. Enjoy the best service with our Garuda experience.

The existence of “best” gives a positive image to the service offered. The

favorable word “best” influence the readers that makes the readers feel that

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a. Enjoy the best service with our Garuda experience.

The word “enjoy” gives an image that there is a good experience in every trip

in Garuda Airline. The existence imperative word „enjoy‟ encourages the readers that the readers will have an enjoyable trip. The main aim of the imperative word here is to influence the readers to take an action or finally choose Garuda as their flight.

b. Enjoy the comfort of our Boeing 737-800 Next Generation aircraft with Audio and Video Demand (AVOO) in all classes.

The use of imperative word “enjoy” influences the readers to take an action.

The imperative sentence asks the reader to enjoy the comfort of flight offered. When the advertisement asks the readers to enjoy, it means asking the readers to used Garuda itself as their airline.

c. Phone our Garuda Call Centre, Garuda Indonesian Sales office or your travel agent or click www.garuda-Indonesia.com

The use of imperative word “phone” influences the readers to call Garuda. It means the imperative word “phone” asks the readers to use Garuda.

12. R12

Data

No. No. Data

R12 1. Our Transformation Has Made Us Fly Ever Higher

1. Simple Sentence

a. Our transformation has made us fly ever higher.

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The use of simple sentences reduces the difficulties of the text. In this case, the simple sentence „Our transformation has made us fly ever higher‟,

convey the idea directly. The use of simple sentence infuences the readers by giving a simple point that is easy to understand so the readers are not confused.

2. Favorable word

a. Our transformation has made us fly ever higher.

The use word fly is still chosen to give a positive image to the advertisement. In this advertisement, the writer gives favorable word “higher” to complete the word fly. The existence “higher” give positive image to the Airline that

influences the readers to have an interest in using Garuda.

13. R13

Data

No. No. Data

R13 1. Welcome to the wonderful world of flight transformation and communication.

2. Hoping that we keep your comfort. 3. Bring your flight and it is a pleasant one.

a. Bring your flight and it is a pleasant one.

The use imperative word “bring” influences the reader to take an action that

(38)

2. Favorable Word

a. Welcome to the wonderful world of flight transformation and communication

The existence of favorable word “wonderful” influences the readers by giving

happy outcome to the readers. The favorable word “wonderful” gives positive

image to the world that can be seen by flying with Garuda. The use of favorable word itself makes the readers interested in using Garuda Airline as they are promised a wonderful world.

3. Short sentence

a. Welcome to the wonderful world of flight transformation and communication.

The sentence consists of 10 words. The short sentence influences the readers in its way catching people‟s attention due to its briskness. The short sentence is easy to understand. The readers will easlily understand that Garuda offers a wonderful flight to each passenger.

b. Hoping that we keep your comfort.

(39)

2015 1. Q1

Data

No. No. Data

Q1

1. Garuda Indonesia Travel Experience Grand Opening Lombok Epicentrum Mall, 17-18 0ctober 2015

2. Look forward 3. Garuda Indonesia

The Airline of Indonesia

4. Kunjungi stand kami dan dapatkan :  Paket Amazing Holiday Moment

 Voucher Lotte Mart setiap pembelian tiket ke Jakarta  Voucher Trans Studio setiap pembelian tiket ke

Makassar

 Merhandise menarik setiap transaksi IDR 2.500.000  Diskon up to 30 % untuk pemegang BPTV untuk

merchant Garuda Indonesia di Lombok

5. Ikuti juga Photo Competition bersama Garuda Indonesia Lombok akan dipilih 1 pemenang untuk mendapatkan merchandise menarik.

6. 5 star-Airline

1. Short phrase

a. Garuda Indonesia The Airline of Indonesia

(40)

2. Long phrase

a. Garuda Indonesia Travel Experience Grand Opening Lombok Epicentrum Mall, 17-18 0ctober 2015

The phrase consists of 13 words. The phrase gives an explanation about Grand Opening. It gives information about place and time the Grand Opening will be held.

3. Imperative sentence a. Look forward

The use of imperative here influences the readers to look forward to using Garuda Airline. As a result, the writer expects the interest of the reader in using Garuda that finally comes to an action.

b. Kunjungi stand kami dan dapatkan :

The use of imperative word “kunjungi” influences the readers to take an

action. In this case the imperative word “kunjungi” asks the readers to visit the stand given.

c. Ikuti juga Photo Competition bersama Garuda Indonesia Lombok akan dipilih 1 pemenang untuk mendapatkan merchandise menarik. The use of impertive word “ikuti” influences the readers to take an action. In this case, the word “ikuti” asks the readers to join the photo competition.

4. Favorable word

a. Paket Amazing Holiday Moment

(41)

b. Merhandise menarik setiap transaksi IDR 2.500.000

The favorable word used is menarik. The use of favorable word “menarik” influences the readers by giving a positive image to the merchandise offered. The readers will feel happy that the merchandise given is different due to the use of favorable word “menarik”.

a. Voucher Lotte Mart setiap pembelian tiket ke Jakarta

The word “voucher” is a kind cliches. The use of voucher will attract people‟s attention because the word “voucher” gives an interesting offer to the reader. It also happens in Voucher Trans Studio setiap pembelian tiket ke Makassar.

b. Diskon up to 30 % untuk pemegang BPTV untuk merchant Garuda Indonesia di Lombok

The use of cliche “discount” is really famous in advertisement. When a

consumer reads the word “discount”, it will attract the consumers to buy the

thing given discount.

6. Short Phrase

a. 5 star-Airline

(42)

2. Q2

Data

No. No. Data

R13

1. Enjoy Passenger Service Assistance 2. World‟s Best Cabin Crew 2014 3. Garuda Indonesia

a. Enjoy Passenger Service Assistance

The imperative word “enjoy” gives an offer to the readers that they will have

an enjoyable trip. But behind the word, the aim of the word is to ask the reader to take an action that is to use Garuda as their airline.

2. Favorable words

a. World‟s best cabin crew

The value of the cabin crew is more interesting by the existence of favorable word “best”. When the cabin crew is completed by “best”, it gives a positive

image to the cabin crew. There is no real proof that prove the quality of cabin crew itself, but the word “best” influences the readers to believe that Garuda is a choice due to its cabin crew. So, the favorable word here influences the readers by giving happy outcome to the readers that make the readers interested in using Garuda.

3. Short phrase

a. World‟s bestcabin crew

(43)

give the point directly. The readers are influenced as they are given a phrase which is simple and interesting.

b. Garuda Indonesia The Airline of Indonesia

The phrase contains six words. The use of short phrase Garuda Indonesia, The Airline of Indonesia influences the readers by giving briskness to the readers. The producer only uses phrase, but it can influence and persuade the readers that Garuda is an airline Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.

4. Favorable word

a. World‟s best cabin crew

image to the cabin crew offered. There is no real proof that prove the quality of cabin crew itself, but the word “best” influences the readers to believe that Garuda is a choice due to its cabin crew. So, the favorable here influences the readers by giving happy outcome to the readers that make the readers interested in using Garuda.

3.Q3

Data

No. No. Data

Q3

1. World‟s 5-Star Airline

2. To celebrate Our Greatest Achievement in Becoming a 5-Star Airline, Garuda is offering returns Economy Class tickets to Bali for HKD500 AS a special thank you for your continuous support.

(44)

4. World‟s best cabin crew 5. Garuda Indonesia

1. Short phrase

a. World‟s 5-Star Airline

The phrase consists of 4 words. The use of short phrase influences the readers by giving directness and brevity of the text. The short phrase given is easy to understand, the readers do not get confused of the idea given.

b. World‟s best cabin crew

The phrase consists of 4 words. actually stands for Garuda has world‟s best

cabin crew. But by giving a short phrase, it can speak much and give the point directly. The readers are influenced as they are given a phrase which is simple and interesting.

c. Garuda Indonesia The Airline of Indonesia

The phrase contains six words. The use of short phrase Garuda Indonesia, The Airline of Indonesia influences the readers by giving briskness to the readers. The writer only uses phrase, but it can influence and persuade the readers that Garuda is an airline of Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.

b. Don’t miss this one time specialoffer!

(45)

3. Favorable word

a. Don‟t miss this one time special offer!

The favorable used influences the reader by giving a positive image to the offer given. The word “special” makes the offer given becomes different to

another offers. The favorable word used makes the advertisement interesting as it creates a happy outcome to the readers.

b. World‟s best cabin crew

The value of the cabin crew is more interesting by the existence of favorable word “best”. When the cabin crew is completed by “best”, it gives a positive image to the cabin crew offered. There is no a real proof that prove the quality of cabin crew itself, but the word “best” influences the readers to

believe that Garuda is a choice due to its cabin crew‟s quality. So, the favorable here influences the readers by giving happy outcome to the readers that make the readers interested in using Garuda.

4. Long sentence

a. To celebrate Our Greatest Achievement in Becoming a 5-Star Airline, Garuda is offering returns Economy Class tickes to Bali for HKD500 AS a special thank you for your continuous support.

The sentence consists of 31 words. The sentence give an explanation about offering given. After thanking for getting achievement 5 – star airline, the readers are offered a special offer to the readers.

5. Punctuation

a. Don‟t miss this one time special offer!

The use of punctuation „exclamation mark‟ (!) influences the readers by

(46)

4. Q4

Data

No. No. Data

Q4

1. See the many wonders of Indonesia. 2. Step on our new CRJ1000 NextGen 3. Terms and condition apply.

1. Favorable word

a. Step on our new CRJ1000 NextGen

The word „new‟ here gives a positive image to the CRJ100 NextGen. We know that the word „new‟ gives an interesting value that something new will be different as it has a better quality than the old one. In this case, the favorable word “new” influences the readers by creating happy outcome to

the readers.

a. See the many wonders of Indonesia.

The use of imperative “see” influences the readers to take an action. The

word “see” offers an opportunity to enjoy the beauty of Indonesia by flying with Garuda. Beside the readers can go anywhere, they also enjoy the wonders of certain place.

b. Step on our new CRJ1000 NextGen

(47)

3. Simple sentence

a. Terms and condition apply.

The sentence contains the basic element of a sentence, subject, verb and complement. In this case the sentence consists of subject (terms and condition) and verb (apply). The simple sentence influences the readers by reducing the difficulties of the text. So, the readers can understand the text easily.

5. Q5

Data

No. No. Data

Q5

1. Garuda Indonesia The Airline of Indonesia

2. Proud to take Indonesia to the world stage 3. World‟s Best Cabin Crew 2014

1. Short phrase

The phrase contains six words. The use of short phrase Garuda Indonesia, The Airline of Indonesia influences the readers by giving briskness to the readers. The writer only use phrase, but it can influence and persuade the readers that Garuda is an airline of Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.

b. Proud to take Indonesia to the world stage

The phrase consists of 8 words. The phrase “Proud to take Indonesia to the

world‟s stage” stands for a sentence that means Garuda is proud to take

(48)

advertisement simple and interesting. The use of short phrase influences the reader by giving a directness of the text in which the text can be easy to understand.

c. World‟s Best Cabin Crew 2014

The phrase consists of 4 words. actually stands for Garuda has world‟s best cabin crew. But by giving a short phrase, it can speak much and give the point directly. The readers are influenced as they are given a phrase which is simple and interesting.

2. Favorable word

a. World‟s Best Cabin Crew 2014

image to the cabin crew offered. There is no real proof that proves the quality of cabin crew itself, but the word “best” influences the readers to believe that Garuda is a choice due to its cabin crew. So, the favorable word here influences the readers by giving happy outcome to the readers that make the readers interested in using Garuda.

6. Q6

Data

No. No. Data

Q6

1. Garuda Indonesia The Airline of Indonesia

(49)

1. Short phrase

The phrase contains six words. The use of short phrase Garuda Indonesia, The Airline of Indonesia influences the readers by giving briskness to the readers. The writer only use phrase, but it can influence and persuade the readers that Garuda is an airline belonging to Indonesia, it can influence the readers especially Indonesian people to use Garuda Indonesia.

b. Official Global Airline Partner of Liverpool Football Club

The phrase consists of eight words. The use of short phrase influences the readers by giving point that is easy to undestand. The short phrase catchs the reader‟s attention as it gives a simple point, so the reader will not forget the end of the text by the end time the readers have reached the final words. In this case, the writer also use Liverpool Football Club to catch the reader‟s

attention. As we know that Liverpool is one of famous football clubs.

7. Q7

Data

No. No. Data

Q7

1. Take a quantum leap with Garuda

2. Garuda Indonesia is in the mids of an aggresive expansion programme code named „Quantum Leap‟ that has already resulted in a complete top-to-toe relaunch, a massive investment in new Aircraft, and accreditation with 4-star rating for the quality of its services.

A 5-star rating is sure to follow.

(50)

a. Take a quantum leap with Garuda.

The advertisement speaks to the readers by asking the readers to take a leap with Garuda. The advertisement influences the readers to take an action that is choosing Garuda as their airline wherever they want to go.

2. Simple Sentence

a. A 5-star rating is sure to follow.

A 5 – star rating is subject, is is auxiliary verb, sure to follow is complement. The use of simple sentence here influences the readers by reducing the difficulties of the text. The sentence contains the basic element of a sentence, subject, verb, and complement. By using the simple sentence, the sentence becomes easy to understand. The readers will not get confused about the idea of the text as it is so simple.

3. Long sentence

a. Garuda Indonesia is in the mids of an aggresive expansion programme code named „Quantum Leap‟ that has already resulted in a complete top-to-toe relaunch, a massive investment in new Aircraft, and accreditation with 4-star rating for the quality of its services.

The sentence consists of 44 words. The use long sentence here gives explanation about „Quantum Leap‟ that is mentioned before. When the readers read the previous sentence, they will ask what Quantum Leap is. So, the sentence is followed by the long sentence to give a detailed explanation. 4. Complex sentence

(51)

a. Passengers number are set to reach 24 million in 2013 as the airline continues to increase traffic by 30% a year

The sentence consists of two clauses, „Passengers number are set to reach 24 million in 2013‟ is the first clause, as the airline continues to increase traffic

by 30% a year is the second clause.

The use of complex sentence here gives an explanation about information that is important to know.

b. As Garuda reaches a fleet strength of 116 aircrafts over the next two years the number of flight will grow to over 400 a day serving a total of 62 domestic and international destination.

The sentence consists of two clauses, “As Garuda reaches a fleet strength of 116 aircrafts over the next two years is the first clause, the number of flight will grow to over 400 a day serving a total of 62 domestic and international destinatio as the second clause. The use of complex sentence here gives an information to the readers.

8. Q8

Data

No. No. Data

Q8 1. Celebrate your Ramadhan with your family by flying with a 5 star Airline

1. Imperative

a. Celebrate your Ramadhan with your family.

(52)

It influences the readers to use Garuda as their airline when they will visit their family.

9. Q9

Data

No. No. Data

Q9 1. Combining our loyalty programs

1. Favorable word

a. Combining our loyalty programs.

The use favorable word “loyalty” gives a positive image to program offeered.

The word „loyalty‟ describes a program that would not be change. The use favorable word creates a value that makes program given different. So, the readers are interested in using Garuda.

2. Short phrase

a. Combining our loyalty programs.

The phrase is short, that it only consistsof 4 words. Though the phrase is short, but it has directness to convey the idea. As a result, the readers are not confused about the idea

10. Q10

Data

No. No. Data

(53)

1. Favorable word

a. Make every journey rewarding.

The existence of favorable word “rewarding” influences the readers by giving a happy outcome to the readers that every journey taken by the readers will be rewarding. The favorable word tries to ensure the readers that choosing Garuda will not be dissapointing as they guarantee a rewarding journey. 2. Imperative

a. Make every journey rewarding.

The use of imperative influences the readers by asking the readers to take an action. The imperative word „make‟ asks the readers to make their journey

become rewarding. It means that the writer ask the readers to use Garuda.

11. Q11

Data

No. No. Data

Q11

1. Enjoy your flight, with our best facilities, with our best service, with our best luxury with us

2. Garuda Indonesia, The Airline of Indonesia.

a. Enjoy your flight, with our best facilities, with our best service, with our best luxury with us

The imperative word used play a role in asking the readers to take an action. The word „enjoy‟ gives a positive imperative that it seems offeringg but it

(54)

2. Favorable word

a. Enjoy your flight, with our best facilities, with our best service, with our best luxury with us

The use favorable word „best‟ in this advertisement influences the readers to be interested in the thing offered. The favorable word best used in phrase „our best facilities‟, gives a positive image to the facilities offered. The use of favorable word best in phrase our best service, gives positive image to the service offered, and also in phrase our best luxury. The use of favorable in each phrase gives a happy outcome to the readers and strengthens the reader‟s belief about the thing offered.

12. Q12

Data

No. No. Data

Q12 1. Keep Flying

2. Travel will keep you going

1. Imperative sentence a. Keep flying.

The writer influences the readers to keep using Garuda by asking the readers to keep flying.

2. Simple sentence

a. Travel will keep you going

The sentence contains the basic elements of a sentence. Travel is subject, will keep is verb, you is object.

(55)

13. Q13

Data

No. No. Data

Q13

1. New route from Brisbane 2. Ready for new gateway?

3. Take off with our latest round trip flights from Brisbaneto Denpasar or Jakarta

4. Fly comfortably above the rest with Garuda Indonesia.

1. Favorable words

a. New route from Brisbane.

The use favorable word „new‟ creates a diferent value to the route offered. The readers are influence due to the existence of „new‟ that offers something

different. The word „new‟ also strengthens the reader‟s beliefs about the route

offered. Finally the readers will be interested in taking the route offered. 2. Imperative sentence

a. Take offwith our latest round trip flights from Brisbaneto Denpasar or Jakarta

The use of imperative take off influences the readers by asking the readers to take off. Asking the readers taking off means asking the readers use Garuda.

b. Fly comfortably above the rest with Garuda Indonesia.

(56)

3. Interrogative sentence

a. Ready for new gateway?

The existence of interrogative word here asks something to the readers, but it is a way to catch people‟s attention. The interrogative has a power to seek an information and persuade the people to carry out the desideraction.

14. Q14

Data

No. No. Data

Q14

1. Now the Garuda Indonesia Experience is even better at Singapore Changi Airport Terminal, T3 Check-In at Row 1Premium Check –In Area

2. From Tuesday 22 February all Garuda passengers in Singapore will depart and arrive from Singapore Changi Airport Terminal 3.

3. The state –of-the-art facility is recognized as one of the best airport terminals in the world.

4. Renowned for its tropical rainforest decer : featuring a 5 – story Garden Wall, the world‟s first Butterfly Garden, and 6-meter grotto-waterfall.

5. Enjoy unsurpassed shopping at Terminal 3 and tempeing wide range of food and beverage outlets.

6. Enjoy unsurpassed shopping at Terminal 3 and tempeing wide range of food and beverage outlets.

7. Experience the real Indonesia where our signature inflight service combines with our revitalised fleet to create the Garuda Indonesia Experience.

(57)

1. Short phrase

a. The world‟s most improved Airline.

The phrase belongs to short sentence as it contains 7 words. The use of short sentence “the most improved Airline in the world” influences the readers by

reducing the difficulties of the text. Actually, the pharase “the most improved

airline in the world” means that Garuda is the most improved airline in the world. But, the producer avoids using subject to make the advertisement become simple.

a. Enjoy unsurpassed shopping at Terminal 3 and tempeing wide range of food and beverage outlets.

The use of imperative sentence in this advertisement gives an inluence in which the readers are asked to do an action. In this case, the readers are asked to enjoy the shopping offered by Garuda. To enjoy the shopping itself, the readers must use Garuda first. It means that the imperative word used ask the readers to use Garuda Indonesia.

b. Experience the real Indonesia where our signature inflight service combines with our revitalised fleet to create the Garuda Indonesia Experience.

(58)

3. Long sentences

a. Now the Garuda Indonesia Experience is even better at Singapore Changi Airport Terminal, T3 Check-In at Row 1Premium Check –In Area

b. From Tuesday 22 February all Garuda passengers in Singapore will depart and arrive from Singapore Changi Airport Terminal 3.

c. The state –of-the-art facility is recognized as one of the best airport terminals in the world.

The three sentences are considered as long sentence as they consist of more than 20 words. The first sentence (a) consists of 23 words, the second sentence (b) consists of 18 words, the third sentence (c) consists of 18 words, and the fourth sentence (d) consists of 23 words.

The existence of the four long sentences gives a detailed explanation to the readers about Terminal 3.

4. Long Phrase

a. Renowned for its tropical rainforest decer : featuring a 5 – story Garden Wall, the world‟s first Butterfly Garden, and 6-meter grotto-waterfall.

The phrase consists of 21 words. so, it belongs to long phrase. The phrase gives information to the readers about Garden Wall, Butterfly Garden, and Grotto waterfall.

15. Q15

Data

No. No. Data

Q15

1. The First Non-Stop All-Business Class Service Between Asia and USA

(59)

1. Favorable word

a. Experience the most spacious seat the world have ever seen

The existence of favorable word „spacious‟ influence the reader by giving happy outcome to the readers. The favorable words gives a positive image to the seat offered that influences the readers to prefer Garuda due to its offer. The use of favorable word “spacious” also strengthens the reader‟s belief to

choose Garuda. 2. Imperative sentence

a. Experience the most spacious seat the world have ever seeen

The imperative „experience‟ influences the reader by asking them to take an

action. The word „experience‟ gives an influence to the readers to use Garuda

with the offer given.

b. Contact : 021-6678121 http://www.garuda-indonesia.com

The use of imperative word “contact” influences the readers to book or buy

Garuda‟s ticket hurriedly.

3. Short Phrase

(60)

4. 3 The Most Dominant Language Feature

(61)

4. 4 FINDINGS

After analyzing the data, the findings are shown as the following table. 1. 2014

No. Language Feature

Data

No Data

Word/ Phrase/Sentence 1. Short

Phrase

R1 The world‟s most improved airline

The world‟s most improved airline

Garuda Indonesia The airline of Indonesia

Garuda Indonesia The airline of Indonesia R2 The world‟s most improved

Airline

Garuda Indonesia

The world‟s most improved Airline

Garuda Indonesia R3 Travel Period Now – 30

September 2014.

Travel Period Now – 30 September 2014.

Garuda Indonesia special discount up to 75 %

R4 First class service at every step of your journey.

First class service at every step of your journey.

R5 Welcome to the world‟s 5 star Airline

Welcome to the world‟s 5 star Airline

R7 Ensuring the convenience of passengers

Ensuring the

convenience of passengers

R8 More spaces. Less worry More spaces. Less worry

Extra baggage Extra baggage R11

The world‟s most improved Airline.

2. Short Sentence

R13 Welcome to the wonderful world of flight transformation and communication.

(62)

No. Language Feature

Data

No Data Word/

Phrase/Sentence 3. Long

Sentence

R2 We currently operate a total of 44 flights per week from Australia to Indonesia with convenient onward connections to South East Asia, North Asia, The Middle East and Europe.

We currently operate a total of 44 flights per week from Australia to Indonesia with convenient onward connections to South East Asia, North Asia, The Middle East and Europe.

With more direct services to Indonesia than any other carries operating from invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia

With more direct services to Indonesia than any other carries operating from invite your passengers to experience authentic Indonesian Hospitality, which combined with our revitalised fleet creates the Garuda Indonesia.

4. Long phrase

R9

Garuda Indonesia 20 % off from Melbourne, Sidney, and Perth to most destinations in Indonesia!

R3

Above fanes include Singapore Airport Tax & Fuel Sunchange Fares exclude service fee when booked online or with selected againts and subject to change due to currency fluctuation.

5. Simple sentence

R3 Blackout Dates apply. Blackout Dates apply. Other terms and condition

apply.

Other terms and condition apply.

R10

Sabang – Medan starts from IDR 625,000

Sabang – Jakarta starts from IDR 1,692,000

(63)

No. Language Feature

Data

No. Data Word/phrase/sentence

R12 Our Transformation Has Made Us Fly Ever Higher

Our Transformation Has Made Us Fly Ever Higher

6. Cliches R3 Garuda Indonesia special discount up to 75 %

discount R9 GarudaIndonesia 20 % off

from Melbourne, Sidney, and Perth to most destinations in Indonesia!

20 % off

7. Favorable words

R1 The winning solution for your company‟s needs and staff priveleges

Winning

R2 The world‟s most improved Airline

Garuda Indonesia

Improved

R4 First class step at every step of your journey.

First

R5 Welcome to The World‟s 5 -star Airline

World

R8 Extra baggage Extra

R11

The world‟s most improved Airline.

Improved

Enjoy the best service with our Garuda experience.

Best R12 Our Transformation Has

Made Us Fly Ever Higher

Higher R13 Welcome to the wonderful

world of flight transformation and communication

Wonderful

R1 Fly high with our corporate partnership

Fly R2 Enjoy the Garuda Indonesia

experience to 51 cities throughout Indonesia and beyond.

Enjoy

Contact your preffered AFTA Travel Agent or call Garuda Indonesia on 1300 365 330.

contact

R3 Book your flight to 12 selected Indonesiana & 14 International destinations via www.garudaindonesia.com.sg or selected travel agencies from now till 09 March 2014.

(64)

No. Language Feature

Data

No. Data Word/Phrase/Sentence

R6 Enjoy 5 – star inflight shopping experience.

Enjoy

Book now Book

R7 Book now Book

R10 Fly from Westermost Indonesia to every world destination.

Fly

Get our special price for Sabang – Medan – Jakarta

Get

Visit our sales office

Visit R11 Enjoy the best service with

our Garuda experience.

Enjoy Enjoy the comfort of our

Boeing 737-800 Next Generation aircraft with Audio and Video Demand (AVOO) in all classes.

Enjoy

Phone our Garuda Call Centre, Garuda Indonesian Sales office or your travel agent or click www.garuda-Indonesia.com

Phone

R13 Bring your flight and it is a pleasant one.

(65)

2. 2015

No. Language Features

Data

no. Data

Word/ Phrase/Sentence 1. Short phrase Q1 Garuda Indonesia

Garuda Indonesia The Airline of Indonesia

5 star-Airline 5 star-Airline

Q2 World‟s best cabin crew World‟s best cabin crew Garuda Indonesia

Q3 World‟s 5-Star Airline World‟s 5-Star Airline World‟s best cabin crew World‟s best cabin crew Garuda Indonesia

Q5 Garuda Indonesia The Airline of Indonesia

Proud to take Indonesia to the world stage

Proud to take Indonesia to the world stage World‟s Best Cabin Crew

2014

World‟s Best Cabin Crew 2014

Q6 Garuda Indonesia The Airline of Indonesia