SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
A THESIS
By
ENDA CHRISTIANA NORA GINTING
147052016/MBE
FACULTY OF CULTURAL SCIENCES
UNIVERSITY OF SUMATERA UTARA
SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
A THESIS
Submitted as the Partial Fulfillment of Requirement for the Degree of Master of Arts (M.A.) in English Postgraduate Study Program, Faculty of
Cultural Sciences, University of Sumatera Utara
By
ENDA CHRISTIANA NORA GINTING
147052016/MBE
FACULTY OF CULTURAL SCIENCES
UNIVERSITY OF SUMATERA UTARA
Title of Thesis : SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
Name : ENDA CHRISTIANA NORA GINTING
Reg. Number : 147052016
Study Program : English Postgraduate
Approved by Adviser Commission
(Dr. Deliana, M.Hum.) (Dr. T. Thyrhaya Zein Sinar,M.A.)
Adviser I Adviser II
Head of Dean of
English Postgraduate Program Faculty of Cultural Sciences
(Dr. Ridwan Hanafiah, S.H., M.A.) (Dr. Budi Agustono, M.S.)
Has been examined on Date : 21June 2017
Board of Examiners :
Chief : Dr. Deliana, M.Hum (……….)
Members : Dr. T. Thyrhaya Zein Sinar, M.A. (……….)
Dr. Ridwan Hanafiah, S.H., M.A. (……….)
Dr. Drs. Umar Mono, M.Hum. (……….)
DECLARATION
SEMANTIC ANALYSIS OF FAST FOOD
ADVERTISEMENT SLOGANS
I certify that the thesis I wrote as one of the requirements to obtain the degree of Master of Arts from English Postgraduate Study Program, Faculty of Cultural Sciences, University of Sumatera Utara, is exactly my own work.
I certify that I clearly mentioned the reference of the citations I used in some specific parts of this thesis based on norm, rule, and etiquette of the technique of a scientific writing.
I certify, in the future, that I am willing to accept the sanction of the renovation of my academic degree which I receive and other sanction in accordance with the prevailing laws and regulations, provided some parts or all parts of this thesis are invented not to be my own work or to commit plagiarism.
Medan, June 2017
The Writer,
i
SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT
SLOGANS
ABSTRACT
The aims of this study are to find out the types of meaning,and explain the ways of fast food advertisement slogans. This research is conducted by using descriptive qualitative design. The data are analyze by using The seven types of meaning is conducted by using Semantics (the study of meaning) theory by G. Leech (1983). The data are divided into Seven Types of meaning,they are; Conceptual meaning, Connotative meaning, Social meaning, Affective meaning, Reflected meaning, Collocative meaning, and Thematic meaning. The conclussion of data are taken 75 text data from 10 data Fast Food in Fast Food Advertisement Slogans. There are found Seven Types of Meaning, There are found Seven Types of Meaning,they are; Conceptual meaning, Connotative meaning, Social meaning, Affective meaning , Reflected meaning, Collocative meaning and Thematic meaning . The Dominant Types of Meaning in Fast Food Advertisement Slogans is Conceptual Meaning. Based of Conceptual meaning is dominantly in Fast Food Slogans beacause the meaning of conceptual meaning is refer to logical, cognitive, or denotative content, focus the dictionary meaning which indicates the concepts, primary is concerned with the word and thing denote. The successful application of Leech‟s types of associative meanings because used The types of meaning in language Advertisement Slogans to persussive the readers, it is a major commodity in the world of advertisement. Most of the studies done by contemporary authors, focus on marketing aspects of Advertisements Slogans.
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ii
ACKNOWLEDGEMENT
First of all, In the Name of Jesus Christ, I would like to big thank to the holly One and Only one, My God, Jesus of Christ for Blessing,Guidance and giving me everything health,strength, patience,and ability to finish this thesis,and also answering my prayer.
In this occasion, many people have involvedin the process of completion of this thesis I would like to express big thanks to:
1. The Rector of Univeristy of Sumatera Utara Prof. Dr. Runtung Sitepu,S.H, M.A.
2. The Dean of Faculty of Cultural Sciences Dr. Budi Agustono,M.S.
3. The Head of English Postgraduate Program Dr. Ridwan Hanafiah, S.H, M.A., also as the thesis examiner.
4. The Scretary of English Postgraduate Program Dr. Drs. Umar Mono, Dipl. Trans, M.Hum.,also as the thesis examiner.
5. My great Supervaisor Dr Deliana,M.Hum for the opportunity, Support, time, patience, encouragement and remarkable supervision in guiding me.
6. The writer very would to thank to my Co-Supervisor Dr. T. Thyrhaya Zein Sinar, M.A, for her helps, guidance, advice encouragment and patience to shape the ideas into the thesis.
7. The writer would like thank also to all lectures who have shared the knowledge while studying and advice. Sir Rahmadsyah Rangkuti, M.A, Ph.D as the Thesis Examiner.
Putra Perdana Sembiring, nieces Rachel Biregina br Sembiring and Wella Bethseba Angelica br Surbakti.
9. Ardy Wiyani Ridwan,SS., the Adminitration Staff of English Postgraduate Study Program for all her help during my study ,give information and always give me support and motivation.
10. My best Classmates in University of Sumatera Utara for their care, patient, encouragement, togetherness, shared knowledge, shared story moments and ideas during study.
Finally, I hope this study will be useful for the readers. I do realize thatdue to my limited ability this study must have short comings. I welcome any suggestions and criticisms.
Medan, May 2017
CURRICULUM VITAE
Personal Data
Name : Enda Christiana Nora Ginting
Place, Data of Birth : Medan, 6th February 1992
Sex : Female
Religion : Kristen Protestan
Nationally : Indonesia
Address : Jl. Parang 2 Gang Riahna No 20 Medan
Phone Number : 085296455410
Email : enda.ginting@yahoo.co.id
Parents
1. Father : Josia Ginting,S.Pd
Place, Date of Birth : Pancur Batu, November14th 1955
Occupation : PNS in SMPN 30 Medan (a retired of Teacher)
Address : Jl. Parang 2 Gang Riahna No 20 Medan
2. Mother : Eva Sari Br Kaban
Place, Date of Birth : Pernantin, November14th 1963
Occupation : Housewife
Address : Jl. Parang 2 Gang Riahna No 20 Medan
Academic Background
a. Formal Education
No Year Institution
1 1998-2004 SD Swasta Masehi Medan
2 2004-2007 Smp Swasta Santo Yoseph Meadan
3 2007-2010 Sma Negeri 17 Medan
4 2010-2014 Bachelor of Education (S.Pd) of English
Education in State University of Muslim
Nusantara
5 2014-2017 Master of Arts in English (M.A) Faculty of
b. Informal Education
No Year Description
1 February,26th 2015 Has attended Marticulation Program for 20 hours held from February 23rd to February 26th with subjects (Introduction to linguistics, English Discourse, Indonesian Discourse, Research Methodology, and Translation) 2 August 12-13,2015 Paper Presenter at the 2nd International
Seminar on Linguistics,Faculty of Humanities-Andalas University. “Language and Civilization”
3 December, 4th , 2015
Participant in International Seminar 2015 “English Teaching,Language Research,and
Language Policy” (English Language and
Literature Department Methodist University Of Indonesia) at Inna Dharma Deli Hotel, Medan, Indonesia.
4 December ,10, 2015 Attended a Master Class On, Don‟t Become „Lostin Translation‟ the Communicative
complexities of English in its Global Context, based on content from the Master of English in its Global Context (MEGC).
Issues on Language and Culture” at H. T.
Amin Ridwan Hall-Faculty of Cultural Sciences University of Sumatera Utara.
6 November, 29 th-30th 2010
Presenter in International Conference on Culture and Local Wisdom (ICCLW) “Globalization,National Culture, and Local
Wisdom: The Sustainability and Preservation of Culture and Local Wisdom in Facing
ASEAN Economic Community” at Grand
Kanaya Hotel Medan-Indonesia
7 December,
23rd,2016
Participant in the First International Seminar on Language, Literature and Language Learning 2016 at University of Medan.
8 April, 29th, 2017 Presenter in Second National Conference on Language and Culture “Multiculturalism in
Language, Society, and Cyber World” at H. T
TABLE OF CONTENTS
2.4 Theoritical Framework ... 13
2.4.1 Seven Types of Meaning ... 13
3.3 Technique for Collection Data ... 41
3.4 Technique of Data Analysis ... 43
CHAPTER IV DATA ANALYSIS AND FINDINGS ... 48
4.1 Data Analysis ... 48
Advertisement Slogans... 48
4.1.1.2 Connotative Meaning in Analysis Fast Food Advertisement Slogans ... 55
4.1.1.3 Soial Meaning in Analysis Fast Food Advertisement Slogans ... 58
4.1.1.4 Affective Meaning in Analysis Fast Food Advertisement Slogans ... 60
4.1.1.5 Reflected Meaning in Analysis Fast Food Advertisement Slogans ... 64
4.1.1.6 Collocative Meaning in Analysis Fast Food Advertisement Slogans ... 65
4.1.1.7 Thematic Meaning in Analysis Fast Food Advertisement Slogans ... 66
4.2 Findings of Data ... 48
4.1 Seven Types of Meaning in Analysis Fast Food Advertisement Slogans ... 48
4.1.1 Types of Meaning used in Fast Food Advertisement Slogans ... 48
4.1.2 How the Types of Meaning are Used in Fast Food Advertisement Slogans ... 69
CHAPTER V CONCLUSION AND SUGGESTION ... 85
5.1 Conclusions ... 85
5.2 Suggestions ... 86
REFERENCES ... 87
LIST OF TABLES
Page
Tables 2.1. Seven Types of Meaning ... 13
Table 2.2. The characteristics of Conceptual meaning ... 16
Table 2.3. The characteristics of Connotative meaning ... 18
Table 2.4. The characteristics Social meaning ... 20
Table 2.5. The characteristics of Affective meaning ... 21
Table 2.6. The characteristics of Reflected meaning ... 22
Table 2.7. The characteristics of Collocative meaning ... 23
Table 2.8. The characteristics of Thematic meaning ... 24
Table 3.2. Source Data Analysis in Fast Food Advertisement Slogans .. 34
Table 4.1. Analysis Conceptual Meaning in Fast Food Advertisement Slogans ... 48
Table 4.2. Analysis Connotative Meaning in Fast Food Advertisement Slogans ... 55
Table 4.3. Analysis Social Meaning in Fast Food Advertisement Slogans ... 58
Table 4.4. Analysis Affective Meaning in Fast Food Advertisement Slogans ... 60
Table 4.5. Analysis Reflected Meaning in Fast Food Advertisement Slogans ... 64
Table 4.6. Analysis Collocative Meaning in Fast Food Advertisement Slogans ... 65
Table 4.7. Analysis Thematic Meaning in Fast Food Advertisement Slogans ... 66
Table 4.8 Conceptual Meaning used in Fast Food Advertisement Sogans.. 69
LIST OF FIGURES
Page
