THEMATIC REALIZATION OF CAR ADVERTISEMENTS IN
KOMPAS
NEWSPAPERS
A Thesis
Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora By:
JASAWITTEN BRANDO PURBA Registration Number: 082188330096
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN MEDAN
ABSTRACT
Purba, Jasawitten Brando. Registration Number: 082188330096. Thematic Realization of Car Advertisement in Kompas Newspapers. A Thesis. English Applied Linguistics Study Program, Post Graduate School, State University of Medan. 2013.
ABSTRAK
Purba, Jasawitten Brando. Registration Number 082188330096. Thematic Realization of Car Advertisement in Kompas Newspapers. Thesis. English Applied Linguistics Study Program, Post Graduate School, State University of Medan. 2013
ACKNOWLEDGEMENTS
Thanks to Almighty God for all of the blessings, time, health and courage
given to the writer which has enabled him to successfully complete the writing of
this thesis.
In the process of finalizing it, a very special gratitude should be addressed
to some distinguished people.
First, to Prof. Tina Mariany Arifin, M.A., Ph.D., as First Adviser, for her
continuous care and full support in terms of her valuable time spent, comments,
critical review of the contents, and minor and mayor corrections which finally this
thesis appears in its presents form.
Second, to Prof. Amrin Saragih, M.A., Ph.D., as Second Adviser, for his
valuable inputs, advice, and suggestions which are very supportive in framing up
this thesis.
Third, to Prof. Dr. Busmin Gurning, M.Pd., Dr. Eddy Setia, M.A., TESP
and Dr. Zainuddin, M.Hum., as Reviewers and Examiners, for their very
supportive inputs to be included in this thesis.
Fourth, to Prof. Dr. Busmin Gurning, M.Pd. and Dr. Sri Minda Murni,
M.Hum., as Head and Secretary, English Applied Linguistics Study Program, for
the administrative procedures, and to all lecturers for the invaluable knowledge
gien during the time spent studying at the Postgraduate School, State University
Fifth, to Saimah Simarmata, his very beloved mother, Jarisman Purba, his
late father, and Albina Saragih, his late grandmother, for their endless love,
continuous support, and prayers, for his success in gaining a higher degree in
education. And to Ernawaty Br. Karo-karo, his beloved wife, and Vivi Fransiska
Juniati Br. Purba and Grace Dinelly Mararti Br. Purba, his beautiful daughters, for
their care, attention, patience, and understanding in facing him as a busy husband
and father, to obtain a better degree.
Finally, words of thankfulness are extended to all his friendly and
cooperative classmates of Intake 2008.
May God Bless Us!
Medan, June 7, 2013
The writer,
Jasawitten Brando Purba
TABLE OF CONTENTS
Page
ACKNOWLEDGEMENTS ... i
ABSTRACT ... iii
ABSTRAK ... iv
TABLE OF CONTENTS ... v
LIST OF TABLES ... ix
LIST OF FIGURES ... xi
LIST OF APPENDICES ... xii
CHAPTER I : INTRODUCTION 1.1 The Background of the Study ... 1
1.2 The Problems of the Study ... 6
1.3 The Objectives of the Study ... 6
1.4 The Scope of the study ... 7
1.5 The Significance of the study ... 7
CHAPTER II : REVIEW OF LITERATURE 2.1 Systemic Functional Linguistics ... 9
2.2 Thematic Structure : Theme and Rheme ... 9
2.2.1 Theme ... 10
2.2.1.1 Simple Themes ... 11
2.2.1.3 Multiple Themes ... 15
2.2.2 Rheme ... 18
2.3 Grammatical Metaphor ... 18
2.4 Theme and Mood ... 19
2.4.1 Theme in Declarative Clauses ... 19
2.4.2 Theme in Interrogative Clauses ... 20
2.4.3 Theme in Imperative Clauses ... 21
2.5 Other Characteristic Themes ... 22
2.5.1 Typically Thematic: Conjunctive and Modal Adjunct ... 22
2.5.2 Obligatorily Thematic: Conjunctive and Relative 25
2.6 Thematic Progression ... 26
2.6.1 The Constant Theme Pattern ... 26
2.6.2 The Linear Theme Pattern ... 27
2.6.3 The Split Rheme Pattern ... 28
2.6.4 Derived Themes ... 29
2.7 Information Structure: Given and New Information .... 30
2.8 Ellipsis and Substitution ... 31
2.9 Clauses ... 32
2.10 Metafunctions ... 33
2.10.1 Clauses as a Message, as an Exchange and as a Representation ... 34
2.11 Discourse and Text and Context ... 34
2.11.2 Context ... 35
2.11.2.1 Field ... 36
2.11.2.2 Tenor ... 37
2.11.2.3 Mode ... 37
2.12 Advertisements ... 37
2.12.1 Language of Advertisements ... 39
2.13 Prior Research ... 39
CHAPTER III : RESEARCH METHOD 3.1 The Research Design ... 42
3.2 Data and Data Sources ... 42
3.3 The Technique of Data Collection ... 43
3.4 Technique of Data Analysis ... 44
3.5 The Trustworthiness of the Data ... 44
3.5.1 Credibility ... 44
3.5.2 Transferability ... 45
3.5.3 Dependability ... 45
3.5.4 Confirmability ... 46
CHAPTER IV : DATA ANALYSIS, RESEARCH FINDINGS AND DISCUSSION 4.1 Data ... 47
4.1.2 Occurrence of Marked and Unmarked Theme ... 48
4.1.3 Occurrence of Simple and Multiple Theme ... 49
4.1.4 Patterns of Thematic Progression ... 50
4.1.5 Information Structure ... 51
4.2 Data Analysis ... 51
4.2.1 The Varieties of Thematic Progression used in car Advertisements ... 51
4.2.2 The Realization of Theme and Rheme in car advertisements ... 51
4.2.2.1 Marked and Unmarked Theme ... 51
4.2.2.2 Simple and Multiple Theme ... 52
4.2.2.3 Information Structure ... 52
4.2.3 The Reasons in Choosing that Way ... 52
4.3 Findings ... 53
4.4 Discussion ... 54
CHAPTER V : CONCLUSION, SUGGESTION AND IMPLICATION 5.1 Conclusion ... 55
5.2 Implication ... 56
5.3 Suggestion ... 56
REERENCES ... 57
LIST OF TABLES
TABLES Page
2.1 Theme-Rheme structure ... 10
2.2 Examples of Theme-Rheme structure ... 11
2.3 Group complex as Theme ... 11
2.4 Phrase complex as Theme ... 11
2.5 Thematic Equatives ... 12
2.6 Marked Thematic Equatives ... 13
2.7 Marked Theme in interrogative clauses ... 14
2.8 Components of a multiple Theme ... 17
2.8 Theme in Declarative clauses ... 17
2.9 Clause as Theme resulting from Grammatical Metaphor ... 19
2.10 Theme in Declarative Clause ... 20
2.11 Theme in WH- interrogative ... 21
2.12 Theme in Imperative Clause ... 22
2.13 Conjunctive Adjunct ... 23
2.14 Modal Adjunct ... 24
2.15 Conjunctions ... 25
2.16 Relatives ... 25
2.17 Given and New ... 31
2.18 Examples of Rank ... 32
2.19 Classification Based on the Media ... 38
4.2 Description of the Marked and Unmarked Theme ... 48
4.3 Description of the Simple and Multiple Theme ... 49
LIST OF FIGURES
FIGURE Page
LIST OF APPENDICES APPENDIX
A Car Advertisements in Kompas Newspapers ... 60
B Division of Clauses . ... 65
C Analysis of Theme and Rheme Structure... 71
D Thematic Progression of the clauses ... 88
1
CHAPTER I
INTRODUCTION
1.1 The Background of the Study
Communication in this globalized era has touched the heart of the society
in terms of its potential tool to attract the attention of consumers in connection
with the use of language to sell products and services. The social media has
changed the image of the people in buying the products and services offered with
the beauty of language use.
Language use in the text of advertisement has a powerful influence over
people and their behaviours. This is especially true in the fields of marketing and
advertising. The choice of words, phrases and clauses, or sentences to convey
specific messages with the intention of influencing people is vitally important.
Inspite of other elements exist in advertisements, it is the language that helps
people identify the product and remember it. The language used in advertisement
is obvious, normally positive and emphasizes why one product stands out in
comparison with another. Comparatives are often used when no real comparison
is made. An advertisement for a detergent may say "It gets clothes whiter", but
whiter than what? (http://www.linguarama.com, 2013). The question is how is the
text of advertisement ordered in order to bring significant effect. This can be
explained by studying how messages are structured. Thus, a thorough
2
phenomena with the five excellences of it compared to other linguistic theories,
namely, (1) the objects of the study conducted is text or discourse as a unit of
language usage, (2) based on social contexts in analyzing text, (3) balanced
analysis between the form and meaning of language, in which the emphasis on the
form or meaning has long been a dispute in the course of linguistics, (4)
sintagmatic analysis in relation with paradigmatic to account for the functionality
base and motivation in one unit of grammar, and (5) multi criteria used in
describing or measuring one unit of grammar. The applications of linguistics
range from research applications of theoretical nature to quite practical tasks
where problems have to be solved.
Some of the linguistics purposes (Halliday, 1994:xxix) which are used to
understand : (1) the nature and function of language, (2) what all languages have
in common (i.e. what are the properties of language as such) and what may differ
from one language to another, (3) the quality of texts: why a text means what it
does, and why it is valued as it is, (4) how language varies, according to the user,
and according to the functions for which it is being used, (5) the relationships
between the language and culture, and language and situation, and (6) and the
many aspects of the role of language in the community and the individual:
multilingualism, socialization, ideology, propaganda, etc. Linguistics analysis of
texts has many practical application especially in understanding why some texts
are more effective than other texts in communicating information or persuading
people to do or buying something.
Based on the previous explanation, it is very important to provide a
3
terms of Thematic Realization namely, Thematic Structure : Theme and Rheme
and Thematic Progression. By analyzing the thematic structure of a text clause by
clause, an insight into its texture can be gained and is as well very important in
understanding the writer's nature of the underlying concerns.
There are three government policies which have significant impacts on the
number of cars sold in the market, namely (1) the new regulation on vehicles
down payment, (2) electricity basic tariff, and (3) the issue of the fuel price
increase. These three will contribute to the amount of money or the number of
expenses spent by potential buyers. The first government policy, that is the
regulation on vehicles down payment, will cause additional burden or expense
resulting in a possible delay in customers' decision in buying cars since most cars
are bought on credit and also 30% of cars are for commercial use and 90% of the
30% portion are bought on credit. Those customers who have limited amount of
cash will possibly be discouraged to make up their minds buying cars unless there
is very strong motivation or even persuasion which will lead them to finally make
the purchase.
The government also has issued two new regulations concerning the down
payment of vehicles during the year of 2012, i.e. The Regulation of the Minister
of Finance of the Republic of Indonesia Number 43/PMK.010/2012 and Number,
220/PMK.010/2012 where the former issued in March 15th, 2012, which was
meant for the general leasing which valid three months later, June 2012, while the
latter was issued in December 21st, 2012 and valid since January 2013 for Shariah
leasing. Both regulations stated that the down payment of vehicles should be 20%
4
productive use. At that time the previous regulation, the regulation of The
Minister of Finance of the Republic of Indonesia Number 84/PMK.012/2006 was
still valid, the down payment used in general could be as low as 10% of the actual
price, even though there are some leasing companies which offered below that
percentage, in other words, the down payment was negotiable. The raise might
cause potential buyers to put off buying cars. Some people will probably have to
wait due to the limited cash while others will wait because they need to make
some considerations since they need the money to expand their businesses.
The second government policy that is the electricity basic tariff has been
regulated to increase 15% in 2013. The increase is divided into four times a year
or will be increased every quarter month. First, in January, second in April, third,
in July and finally in October. It has been in the news during early March 2013
concerning the raise of the electricity basic tariff in April 2013.
The third government policy is the continuous attempt by the government
to pass the law of the House of Representatives to increase the price of fuel.
World Bank and The Indonesian Board of Commerce suggest that the Indonesian
Government should cut the fuel subsidy because of the huge amount of money
spent and the money can be used to build the infrastructure throughout the
country. The subsidy is enjoyed by the middle and higher class not the lower. But
many objections arise in the society. The House of Representatives decides to
listen to the people who vote against price raise of the fuel. The subsidy is great
and it has become a heavy burden for the national budget.
There is another thing that is the regulation of the Minister of Energy and
5
subsidized energy. There is a slogan put up in almost every gas station stating that
premium adalah bahan bakar bersubsidi, hanya untuk golongan tidak mampu
which means that subsidized fuel is meant only for the poor and at present
government vehicles are not allowed to use subsidized fuel especially diesel
starting first in Java and then should be implemented later in other provinces.
Based on the data above, many car dealers try to persuade people to buy
cars without hesitation. The advertisements of cars are one of the many ways done
to attract people to take a look at the product offered. There are many
advertisements everywhere which present the product to the customers to make
them remember the brand. Advertisement is unavoidable in our everyday life.
Advertisement is a discourse that belongs to the exposition genre. The
information contained in it is influenced by situation that happens in the society.
The copywriter will do his or her best to make advertisement language as familiar
as possible to the people so as to make them attracted in the perspective of writing
the advertisement. The perspective will then be seen in the way the text is
structured. The copywriter starts writing the advertisement using a perspective.
Fries in Leonora (2007:6) asserts that there is an orderly periodic
movement from theme to rheme, which means that when we obcerving theme and
rheme together there is a particular pattern appears. Fries (2013: ..) adds that
further investigation would probably also show links between certain patterns of
theme and rheme and particular registers (e.g. many advertising texts use the
option of returning to the same theme, usually the product name).
The car advertisements to be analyzed are those which are written in
6
with 4,800 copies. It has been the largest national newspaper since 1969 and in
2004 the circulation has reached some 535,000 copies and its Sunday edition with
a total of 610,000 copies while the readership is some 2,25 million
(http://en.wikipedia.org/wikikompas, 2013). The researcher is very much
interested in conducting a study on the thematic realization of car advertisements
inKompas as one of the widely read newspapers.
1.2 The Problems of the Study
Based on the background, the problems of this study are formulated as the
following:
1. What are the varieties of Thematic Progressions used in car advertisements?
2. How are Theme and Rheme realized in car advertisements?
3. Why are the thematic structures of car advertisements realized the way they
are?
1.3 The Objectives of the Study
In connection with the problems, the objectives of the study are to :
1. discover varieties Thematic Progressions used in car advertisements,
2. describe how Theme and Rheme are realized in car advertisements, and
3. explain why the thematic structures of car advertisements are realized the way
7
1.4 The Scope of the Study
An analysis of advertisements can be conducted in many ways and
concerning the many aspects of language use. The scope of this study is narrowed
down on Theme and Rheme as the analysis of the message, varieties of thematic
progression concerning Theme and Rheme, and the reasons why the thematic
realization used with reference to the social context. The discussion of the car
advertisements will be limited to the headline, slogan, and text, excluding the
product specification unless it is part of the text.
1.5 The Significance of the Study
Findings of the study are expected to be useful in some respects, namely
theoretically and practically,
1. Theoretically: to evaluate the theory of Systemic Functional Linguistics
(SFL) which will build further understanding and mastery in relation to
advertisements and the language of advertisements.
2. Practically: English Department students to understand the clause
arrangements used in advertisements.
3. Teachers and lecturers: to be able to explore the many materials available in
newspapers in presenting more materials, in this case regarding Theme and
Rheme used in car advertisements.
4. Car dealers as a source of knowledge and skill in producing advertisements
which are effective and persuasive to provide the potential impact on buyers
8
which are practical and usually use limited words.
6. Other researchers who would like to conduct further an in-depth research on
55
CHAPTER V
CONCLUSIONS, IMPLICATIONS AND SUGGESTIONS
5.1 Conclusion
Based on the data analyses in Chapter 4, the conclusions are:
1. The Thematic Progressions used in car advertisements was dominantly
Constant Theme Pattern with only a few Linear Theme Pattern and there was
no Split Rheme Pattern and Derived Theme.
2. The Thematic Structures used in car advertisements were mainly Unmarked
Theme, Simple Theme, Constant Theme Pattern, Declarative Mood with
some Imperative Mood in expensive cars and Given Information. More
Marked Theme used by expensive price cars. expensive and cheap price cars
use only few Multiple Theme. Among the three Themes used only the
Topical Theme which was used a lot while the Textual and the Interpersonal
Theme were used very little.
3. The reasons of choosing mainly the Unmarked Theme, Simple Theme,
Constant Theme Pattern, Declarative Mood, and for Topical Theme, the car
dealers used mainly the Participant and the Process were in order to get the
consumers involved and to reduce pace between the car dealers and the
consumers. Using The Simple Theme and Constant Theme Pattern, the
language of the car advertisements became straightforward and simple and
56
5.2 Implications
The implications of this research are :
1. Systemic Functional Linguistics is very useful in building further
understanding and mastery in relation to advertisements and the language of
advertisements.
2. For teachers and lecturers in English Department, they can understand the
clause arrangement used in advertisements.
3. For the car dealers, this can be a source of knowledge and skill in producing
effective advertisements.
5.3 Suggestions
In relation to the conclusions, suggestions offered are that:
1. it is advisable for the advertisement producers to create good and effective
advertisements.
2. it is advisable for the connsumers to have more knowledge in understanding
the real meaning behind the advertisements.
3. this study hopefully can used as a reference data for other researchers in
57
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