MULTIPLE INTERPRETATION IN LANGUAGE STYLE OF
FACIAL SKIN CARE PRODUCT ADVERTISEMENTS
BROADCASTED ON TELEVISIONS
A Thesis
Submitted to the English Applied Linguistic Study Program in Partial Fullfilment of the Requirments for the Dgree of
Magister Humaniora
by:
SITI ZULAICHA
Registration Number: 810111031
THE ENGLISH APPLIED LINGUISTICS PROGRAM
STATE UNIVERSITY OF MEDAN
MULTIPLE INTERPRETATION IN LANGUAGE STYLE OF
FACIAL SKIN CARE PRODUCT ADVERTISEMENTS
BROADCASTED ON TELEVISIONS
A Thesis
Submitted to the English Applied Linguistic Study Program in Partial Fullfilment of the Requirments for the Dgree of
Magister Humaniora
by:
SITI ZULAICHA
Registration Number: 810111031
THE ENGLISH APPLIED LINGUISTICS PROGRAM
STATE UNIVERSITY OF MEDAN
ABSTRACT
Siti Zulaicha, 8106111031, Multiple Interpretation in Language Style of Facial Skin Care Product Advertisements Broadcasted on Televisions, A Thesis, Postgraduate School,English Applied Linguistics, State University of Medan, 2013.
ABSTRACT
Siti Zulaicha, 8106111031, Multiple Interpretation in Language Style of Facial Skin Care Product Advertisements Broadcasted on Televisions, A Thesis, Postgraduate School,English Applied Linguistics, State University of Medan, 2013.
ACKNOWLEDGEMENTS
.
As this thesis completed, firts of all the writer would like to express
gratitude to Allah SWT for the oppourtunity and possibility for her to complete
this thesis. And then her sincere appreciation to all those who have given her
invalueable help, support, suggestions, motivation, encouragement and
contribution to the successful completion of this thesis. In particular, she would
like to thank the following people.
He would like to express her gratitude to her firts supervisor Prof. Dr.
Lince Sihombing, M. Pd. And her second supervisor Dr. Syahron Lubis, M.A for
their excellence advice and encouragement from the begining up to the end form
of this thesis. She is also extremely grateful to head of English applied
Linguistics, Prof. Dr.Busmin Gurningand secretary Dr. Sri MndaMurni, M.S for
their support and role in developing her as a researcher will never be forgotten.
All lecturers, for their valueable knowledge and intrustruction and librarians of the
State University of Medan for leading some useful books and other sources that
are neede in writing this thesis.
Her thankful to anonymous participant Prof.Dr. Busmin Gurning, M.Pd,
Prof. Amrin Saragih, M.A, Ph.D, and Prof.Dr.BerlinSibarani, M. Pd. for their
suggestions, critics, and advices. Without their excellent academic guidance and
support this study would not have been possible.
Furthermore, special thanks to AhmadArifin and Satiyah M. Saleh for
their prayer, support and encouragement when it was needed most. And very
Special deep of gratitute directed to her beloved husband Syafrizal Hasbi, S.H,
M.A whose unconditional support always be remembered.
Lastly, and foremost, I express my deepest gratitude to my other family
members Aulul Imran, S.T, Siti Fudhailah, S. Pd.I, Alfi Syahrin, and Ummi
Khairah for their help, prayer and motivation given to the writer and, and also
Rayyan Muntaz and Faiq Rayyan Mumtaz for their loves and motivations during
the writing of this thesis.
Finally, a special dept of gratitute is addresedto all her beloved best friend
Yulia Warda, S.Pd.I, M.Hun, Efrini Panjaitan, S.Pd.I, M.Hum, Tuti Andriani,
S.Pd, Zikra Rusyifa, S.Pd.I, Muhammad Ihsan, S. Kom, Evi Yusmiaty, S.Pd,
Asniar Dhuha, S. Ag. for their close frienship and encouragement in finishing this
thesis.
Medan, 14 September 2013
The writer,
TABLE OF CONTENTS
2.1.1 Some Factors that Affecting Interpretation ... 13
2.1.2 Interpretation in language of advertisement ... 15
2.2 Language Style ... 18
2.2.1 Element of Language Style... 19
2.2.2 Types of Language Style ... 20
CHAPTER VI: RESEARCH METHODOLOGY ... 56
4.1 Data and Data Analysis ... 56
4.1.1 The language Style use in Facial Skin Care Product Advertisement 57 4.1.2 Television Watchers’ Interpretation to the Language Style Used in Facial skin Care Product Advertisement ... 63
4.2 Findings ... 71
4.3 Discussion ... 72
CHAPTER V: CONCLUSIONS AND SUGGESTION ... 76
5.1 Conclusions ... 76
5.2 Suggestions ... 77
REFRENCES ... 78
LIST OF TABLE
3.1 Data of Cosmetic Product Advertisement as Main Corpus of Research ... 48
3.2 The data of the Informants that Derived Their Interpretation ... 49
4.1 Television watchers Interpretation on the use of language Style in Facial Skin Care Product Advertisement ... 64
4.2 Television Watchers’ Response on the language Style in FSKC Advertisement ... 67
CHAPTER I INTRODUCTION
1.1Background of Study
Advertising is a contemporary giant machine to form image or icon in a
business world. It has necessarily been a supporting industry for capitalism that
has bombarded audiences through various media such as magazines, newspaper,
posters, store sign, calendar, catalogues, radios and television in order to
influence them. The benefit of advertising as a presented of information is not
extranous for many parties of people. It may include the provision of
information about product marketers, whether it is the information about a new
product or just to remind the consumers that the product is still circulating in the
market and the information found in advertisimg can motivate the audiences to
purchase a product especially through the exaggeration of emotion, whether it is
positive or negative.
While many experts believe that advertising has important economic,
social and political benefits, another issue arises when advertising also has its
critics. The advertisers often use various misleading techniques to create
superior image. One of them is through the employment of language.
Not only incorrect grammar rules and punctuation (hyphens, dashes,
false promises also found in language of advertisement such as “keeps you
balanced” in beverage product, “restores youth” in a cosmetic product or
“prevents cancer” in an oatmeal product. In other case, using uncomplete
description of information also found in in some advertisings. Take a look on the
advertisement of You C 1000 below:
advertisement has been made through a careful planning. The advertiser informs
the audience only from the positive side and not from the negative one. It can be
seen from the advertisement above. From the message, the audience understood
that by consuming You C 1000 people be healthy and fresh because it is stated
from the message. However, the advertiser does not mention that unused vitamin
C is quickly excreted in the urine, large and prolonged doses can result in the
formation of bladder and kidney stones, interference with the effect of
blood-thinning drugs and the loss of calcium from bones.
Furthermore, one of cosmetics product OLAY whitening that
manufactured for whitening skin which is used by Kajol Devgan as the model in
exposure the advertisement on television. In this advertisement tell that Kajol’s
skin much whiter and smoother after using this product. Visually, this advertising
is very interesting because the figure of the women described by beautiful women.
an exaggerated claim as the icon of products. With utilizing the psychology of
women who have always considered themselves and her body is not perfect then
the perfection of a woman in advertisement imaged because most women are not
like the models in various facial skin care advertisements broadcasted on
television, they were vying to buy these products with the hope that they could be
like the model promised in an advertisement shown on television.
Many people have been unconsciously affected by the language creation in
advertising, language that has been made through a careful plan. Since the plans
include the observation of the target consumers, advertisers must be aware of
consumers’ attitude, belief, likes and dislike habits, fears, want and desire. They
attempt to use the trends in mass consumer behavior to affect changes in specific
consumer behavior. So that a leading advertiser must find the best method
representing their products or services and in the same time using the consumer’s
behavior as a key to motivate, modify, or reinforce consumer’s perception, belief
and attitude. Therefore, the advertisers must create conditions in which people act
in a desirable way.
Furthermore, various advertisements broadcasted on television or print
media make the adviser competitive in making good and attractive advertisement.
They do all things to make the viewers persuaded and attracted with their
performance. If the purpose of the advertisement is to sale out the product, so the
advertisement should use the language as good as possible, one of them is through
persuasive language. Meanwhile, language style is included as a part of persuasive
Language style becomes a part of the diction or choice of words which is
discussed about the suitability word, phrase, or clause to deal with linguistic
hierarchy, both at the level of word choice in individual, phrase, clause, sentence
or discourse as a whole. Language style can be found in many advertisements,
especially in television advertisements. As a part of diction or choice of words,
language style often used by the advertisers to make the language in advertising
attractive and persuasive through the use of hyperbole or exaggerate words with
the purpose that the language persuades the viewers to buy the product. For the
viewers who have not enough understanding about the language they will be
persuaded and buy the product even though it is not necessary for them. But for
who have understood with the use of language, in particularly the use of language
style in advertisement, they will be more carefully in choosing the product. If they
want buy the product they will take into account whether it is needed or not.
Shimp (2003) said that a group of interest can modify public intention and
it can only be understood and executed by highly competent class or professionals
derived from authorities who are clever enough to do logical reasoning. The
theory clarifies the fact that only minor people aware that people work only for
people who have real power called the business people.
Now a day, the most popular medium used for advertising is television. It
is believed by business people that television is the most effective medium for
advertising. Undoubtedly, it is because television uses both audio and visual to
attract their audience. None denies that TV advertising is one of the efforts to
message. The produced creation is a combination between developed technique
and the reality. Slow but sure, viewers are feed by a bunch of message which
comes along with repetition. Due to that reason, the success of TV advertising is
based on how far they can apply persuasive communication to arouse viewers’
interest and desire. Definitely the persuasive technique is hoped to lead the
viewers buy or use their products.
Based on the explanation above, this research attempts to study language
performance- the way people use language related to its context of situation- in
TV advertising broadcast. It also examines the way people use language to
negotiate their role in society and to achieve their goal.
1.2Problem of Study
Based on the background, the problems of study are formulated as
follows:
1. What are the language styles used in facial skin care product
advertisements broadcasted on television?
2. What are television watchers’ interpretation to the language style used
1.3Objectives of Study
The objectives of study are:
1. to find out the language style used in facial skin care product
advertisements broadcasted on television.
2. to describe television watchers’ interpretation to the language style used in
facial skin care product advertisement broadcasted on television.
1.4The Scope of the Study
The advertisement of facial skin care productsbroadcasted on
television consists of pictures, text messages, and voice messages that are
most important manifestation and clearly illustrate the themeof
advertising. It is concluded that television is the most effective medium to
broadcast advertising because television is a cheap medium which is used
by many people. In this study, writer will focus only on the feature of the
language even though the language analyzeappears from advertiment of
facial skin care productsbroadcasted on all national television station is
always accompanied with the moving picture, whereas the languageused
in advertisement can be understood and respon by listener.
1.5Significance of Study
The findings of this research are expected to be useful or relevant
a. Theoretically
Theoretically, this research is expected to be useful for:
1) Academic society
It can be of some contribution to the development of the study
of linguistics especially sociolinguistics. It is because language used in
advertisement is one of sociolinguistic reflecting social realities.
2) For readers in general
The capitalistic point of view always sees a way to create an
image in a product or service and the desire for more satisfaction.
Advertisers always find a way to influence their audiences. One of
them is through the excessive employment of emotional appeals, for
example need for affiliation and psychological need. The research is
hoped to rise up the readers’ awareness to make their buying decision
mostly based on their own essential needs rather than simply attracted
by emotional appeals on commercial advertising.
b. Practically
Meanwhile, practically this research is expected to be
useful for advertisers, companies and TV station as the electronic
media in order to inspire them to create good advertisements which
CHAPTER V
CONCLUSIONS AND SUGGESTIONS
5.1 Conclusions
Based on data analysis and discussion, it is concluded that the
language style and the television watchers’ interpretation towards the
language used in facial skin care product advertisement broadcast on
television as bellow:
1. There are seven types of language style used in facial skin care product
advertisements, they are: hyperbola, rhetoric, association, mesodiplosis,
anaphora, climax, and alliteration. Meanwhile, the use of anaphora language
style is the more dominantly because anaphora is the language style that use
repetition in the first line or the next sentence. In this case, the used anaphora
is to pressure that the product promoted is good. And the use of repetition to
make the words being remembered in the mind of society.
2. The viewers’ interpretation towards the language style and the performance
of the model in facial skin care product advertisement were that the language
and the performance of the model are interested and attractive that can make
the viewers persuaded.
3. The viewers’ responses towards the language style used and the performance
of the model included into three: first, they were interested to buy the product
because of the use of language style in facial skin care product advertisement.
model and the other part were interested with the use of language and the
performance of model but didn’t buy the product because of various
consideration
1.2Suggestions
Based on the conclusions above, the suggestion can be given to the:
a. Lecturers of teaching sociolinguistic, whereas the study of language style
can be conducted and elaborated in research field.
b. For the students who want to study about sociolinguistic branch
particularly about language style. It is hoped they can take benefit from
discourse of advertisement both on television and in print media with the
purpose to improve their knowledge about the development of language in
society.
c. For the reader of advertisements, it is hoped to be carefully in choosing the
product and think out with the use of language style in advertisement.
d. For the advisers should not exaggerate the quality of the products
promoted if they do not as same as the original condition. Thus, the
purposes of the ads not only make the product sold out in the market but
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