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ABSTRACT
Dalam skipsi saya yang berjudul The Use of Idioms in Advertisement Taglines to Reveal the Message of the Advertisements, saya
membahas peribahasa yang berhubungan dengan ungkapan yang terdapat pada tagline iklan di majalah-majalah wanita. Pada judul iklan di majalah wanita banyak sekali terdapat peribahasa yang berhubungan ungkapan dalam berbagai variasi. Peribahasa yang berhubungan dengan ungkapan adalah suatu kombinasi dari kata–kata yang mempunyai arti yang berbeda daripada arti dari tiap kata-kata yang sebenarnya.
Ada berbagai macam tujuan penggunaan kata pada judul iklan di majalah wanita: memberikan hiburan kepada para pembaca, menarik minat para pembaca agar mereka menangkap pesan dari iklan tersebut, dan memberikan kata kunci secara tidak langsung mengenai tujuan dan pesan iklan tersebut.
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TABLE OF CONTENTS
ACKNOWLEDGEMENTS ... i
ABSTRACT ... ii
TABLE OF CONTENTS ... iii
CHAPTER ONE: INTRODUCTION Background of the Study ... 1
Statement of the Problem ... 4
Purpose of the Study ... 4
Methods of Research ... 5
Organization of the Thesis ... 5
CHAPTER TWO: THEORETICAL FRAMEWORK ... 6
CHAPTER THREE: THE USE OF IDIOMS IN ADVERTISEMENT TAGLINES TO REVEAL THE MESSAGE OF THE ADVERTISEMENTS ... 10
CHAPTER FOUR: CONCLUSION ... 26
BIBLIOGRAPHY ... 30
What do you think is the message of advertisement after knowing the
meaning of idiom?
* The peak of condition of someone who has joined the slimming program and feels happy and proud of the result (16 participants).
* A promise that every woman who join this program and succeed in getting the perfect figure will fell that she is the most beautiful woman in the world (4 participants).
* Nobody can disturb us when we are spending our time with our family by sitting in Natuzzi furniture (8 participants).
* We can create our own furniture and feel relaxed and comfortable in sitting in Natuzzi furniture (12 participants).
* We can do everything we want without thinking about our surroundings (11 participants).
* Life so hard, Swatch can make our life colourful (1participants).
* By using this watch we can create a wild imagination (8 participants).
* A moment for people to spend their time with their families or friends and feel the new experience by Trafalgar travel agency (12 participants).
* The time for people to explore Europe and create an unforgettable moment in the rest of our life (8 participants).
What do you think is the message of advertisement before knowing the
meaning of idiom?
* Someone who has joined this program will feel satisfied and confident. (16 participants).
* There is a happy woman who has good looks who is standing in the peak of mountain (4 participants).
* The advertisement of sofa that makes people feel comfortable and make them enjoy the time with their family (12 participants). * create our own style of furniture that will make them more satisfied and they will not interfere by anyone or anything (8 participants).
* A product of watch which can make someone who wears it do a crazy thing (7 participants).
* A woman who wants to switch on the sprinkler and bring a buoy (5 participants). * A woman is really bored with the situation at her office so she did a crazy thing to make something different (8 participants).
* Happiness coming from spending time with our family or friends (15 participants). * The advertisement about a product of beverage that can make our lunch more memorable (3 participants).
* There is a family or friends who enjoy their lunch in an out door restaurant (2
Ma
What do you think is the message of advertisement after knowing the
meaning of the proverb idiom?
A lipstick which contains substance that will make the lipstick shiny and has luscious colours (10 participants). The lipstick will make every woman’s lips look more shiny andd the colour is sweet and soft (10 participants).
* The product for make up which gives an instant effect and spread easily (10) * It is a product which is very light and easily spread ion the face (10 participants).
Every mother must find their own solution to reduce the symptoms of menopause and nobody can help to solve it (20
participants).
* It is easy to be slim by using this product from Garnier. You have to be slim in order to become sexy without cellulite and get people’s attention (20 participants).
What do you think is the message of advertisement before knowing the meaning
of the proverb idiom?
The lipstick combines colour and water so it makes the lips look shiny (20 participants).
* Every woman will feel happy if they have smooth facial skin (10 participants). * An advertisement of foundation for make up that easy to use and makes the face look smooth and pretty (10 participants).
The mother is angry to her daughter because her daughter is rebellious. They believe it is the effect of the symptoms of menopause (20 participants).
* The woman shows that her slim figure very slim and she is happy about it (10
All in one! Luscious Lipstick colors and fresh gloss shine
Airbrush perfection in a flash
For those caused by teenager, you are on your own
Time to tighten your belt
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CHAPTER ONE
INTRODUCTION
Background of the Study
The word advertising sounds familiar to modern readers nowadays. We can find advertising around us, such as on the radio, TV, magazines or even in the billboards on the streets. It makes us realize that advertising has become an important part of our life. The aim of advertising is to let the readers know what product they need. The work of advertising agency itself is to produce an advertisement.
Albert Lasher, who has been called the father of modern advertising in Wells, Burnett, and Moriarty’s Advertising Principles and Practice said, “Advertising is salesmanship in print” (Wells, Burnett, and Moriarty 5), which means advertising is a skill in persuading people to buy things through the media. What albert Lasher said might be true because many people nowadays buy a product based on what they see and hear in advertisements or commercials.
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print media and broadcast media. Print media is advertisements in magazines and newspapers. They pay more attention to text to get the consumers’ attention. However, broadcast media is advertisements through television and radio. They pay more attention to sounds and dialogs (Rein 6).
In this thesis, I analyze the tagline of the advertisement in print media, especially magazine advertisements. A tagline is a slogan which is easy to remember and express a product of company descriptively used in marketing products and advertising. Taglines can make or break a product in advertising. It is usually included in commercials and print advertisement, and sometimes on the product packaging as well. The advertisers will make their tagline of advertisement as interesting as possible. A tagline is said to be good if it stays on the consumer’s mind for years. In making a tagline, several consulting company created special tagline for their clients company. Once a company has a tagline, consumers will always think about that company (http://www.wisegeek.com/what-is-a-tagline.htm).
I found that an advertisement tagline which uses an idiom is unique. Advertisers who sometimes play with the language to illustrate their products or services and the use of idioms is a way of catching the readers’ attention. To understand the meaning of an idiom, people should know the meaning of the whole phrase because if the phrase is seperated word by word it will have a different meaning.
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topic because I would like to find out the idioms in an advertisement tagline and what the readers’ perceive in understanding the use of idioms in tagline of advertisements and the content of the advertisements.
The data for the thesis was taken from the printed advertisements found in several women magazines: Cosmopolitan, Her World, The Australian Women’s Weekly, The Singapore Women’s Weekly, and Mary Claire. I chose this magazines because there are many interesting advertisement tagline which contain idiomatic meaning.
In gathering the data of this thesis, I gave the questionnares to ten men and ten women to represent the readers to help me analyze the meaning of tagline of the advertisement. I chose the third and fourth grade students of English Departement in Maranatha Christian University because they have already learnt about idiom than student in first and second grade.
The significance of my thesis is to show the readers how the advertisers create the tagline of the advertisement which uses an idiom to attract the readers’ attention. By reading my thesis, hopefully, the readers can get the content by oberving the advertisements only. The idiom in the tagline of advertisement is effective if the tagline of advertisements help the readers understand the advertisements.
Maranatha Christian University Statement of the Problem
In this thesis I would like to discuss the following problems:
1.How does the readers perceive the advertisements before knowing the meaning of the idioms?
2.How does the readers perceive the advertisements after knowing the meaning of the idioms?
3.How does the reader’s understanding of the idioms help the readers understand the message of the advertisements better?
Purpose of the Study
1. To know how the readers perceive the advertisements before knowing the meaning of the idioms.
2. To know how the readers perceive the advertisements after knowing the meaning of the idioms.
3. To know how the reader’s understanding of the idioms help the readers understand the message of the advertisements better.
Method of Research
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advertisement taglines which contain idiom. Third, I asked the subjects to fulfill the questionnare which consists of the demographics information and some questions related to the tagline of the advertisements. Fourth, I analyzed the questionnaires. Last, I found out the meaning of the idiom related to the message of the advertisement.
Organization of the Thesis
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CHAPTER FOUR
CONCLUSION
Having analyzed the data of my thesis, in this chapter I would like to draw some conclusion. There are a lot of advertisement taglines in women magazines which contain a variety of idioms.
For this thesis, I choose to analyze “Her World” magazine, a woman magazine in Singapore, which uses English as its medium. In this women magazine, there are a lot of advertisements and the taglines of the advertisements which contain idioms. Most women often look at the advertisement to look for new products or information.
As I mentioned above, the taglines of the advertisements in “Her World” magazine that I use contain idioms. An idiom is an idiom which has another information, message or a deeper meaning in each of a tagline of advertisement.
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taglines of advertisements with idioms is said to be significant in revealing the message of the advertisement if it is relevant with the picture of the advertisement as well as in the additional information in the advertisement itself. Sometimes the readers do not understand and are made confused in understanding the message of an advertisement. This happens because the tagline of the advertisement containing the idiom does not have any relevance with the picture of the advertisement.
What is more, after analyzing the idioms in “Her World” advertisement taglines, I find that some of the idioms in the tagline of the advertisements have no significance or just have little significance in relation to the message of the advertisement. The purpose of the idioms in the taglines of the advertisements which have no or just little significance in relation to the message of the advertisement is merely for attract the readers. In other words, the idioms are used with no purpose at all.
The proverb idioms which have no significance in relation to the message of the advertisement can result in misunderstanding and misinterpretation in the reader’s part. The readers may also get the wrong expectations in terms of what the advertisement will be about because the idiom in the tagline is not related to the message of the advertisement. This can be seen in advertisement 5, which is an advertisement of a lipstick. The proverb idiom used is all in one. After analyzing the advertisement, I am convinced that the idiom has no significance with the message of the advertisement.
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the idiom in the tagline of the advertisements are very various. The advertiser of the tagline of the advertisement are very creative in finding some idioms which can be reflected in the picture of the advertisement.
The idiom in the tagline of the advertisements also makes the reader aware of other messages or a deeper meaning in the advertisements. Besides, the idiom in the tagline of the advertisements makes the reader use more creative imagination to guess what the advertisements want to reveal.
The use of the idiom in “Her World” advertisement taglines can be for entertainment purposes only. This can give some enjoyment to the readers when reading the tagline of the advertisement. However, the taglines of the advertisements containing idioms may also make the readers confused and curious to know what the meaning of idiom.
The use of the idioms in advertisement taglines which can give some ideas and clues to the readers also make me realize that the readers really need to know which part of the tagline is an idiom. In addition, they also need to know the meaning of the idiom in order to have better understanding of the advertisement.
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advertisement. They will only focus on the picture of the advertisement which can mislead them.
For those who want to choose a similiar topic for their thesis, they can choose other approaches to analyze idioms. They can analyze the use of idiom in men magazines or broadcast media.
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BIBLIOGRAPHY
Primary Sources
Hornby, A.S. Advanced Learner’s Dictionary. 5th ed. Oxford: Oxford University Press, 1995.
Makkai, A. Idiom Structure in English. Hague-Paris: Mouton, 1972.
Mclay, V. Idiom at Work: Selection from Idioms I. England: Commercial Colour Press, 1987.
Well, Burnett, & Morriarty. Advertising Principles and Practice. New York: Macmillan Publishing Company, 1978.
Internet Sources
Idiomconnection.com. 2008. Idiomconnection. 16 November 2008 <http://www.idiomconnection.com/whatis.html>.
Wikipedia.com. 2008. Type of meanings. 18 November 2008 <http://www.wikipedia.com/wiki/type of meanings.html> Wisegeek.com. 2008. Wisegeek. 19 November 2008
<http://www.wisegeek.com/what-is-a-tagline.htm>.
Data Sources
Her World. “The million dollar issue.”Dec 2000. Singapore: Times Printers Pte Ltd.
Her World. “50&Fabulous!” May 2002. Singapore: Times Printers Pte Ltd.
