VERBAL AND VISUAL MESSAGES
IN WEEKLY
“
VOICE
”
COVER
HARTANTI LATIEF PERDANASARI 1201305075
ENGLISH DEPARTMENT
FACULTY OF ARTS
UDAYANA UNIVERSITY
ii
VERBAL AND VISUAL MESSAGES
IN WEEKLY
“
VOICE
”
COVER
HARTANTI LATIEF PERDANASARI 1201305075
ENGLISH DEPARTMENT
FACULTY OF ARTS
UDAYANA UNIVERSITY
ii
iii
ACKNOWLEDGEMENTS
First of all, I would like to gratitude Almighty God, Jesus Christ for blessing
me in doing this paper therefore I can finish this paper in the right time. So in this
chance, I am very grateful to the first supervisor, I Wayan Mulyawan, S.S., M.Hum
and my second supervisor Ni Luh Putu Krisnawati,S.S., M.Hum, for their
supervision, support and give contribution in doing this paper.
My greatest attitude is also due to the following people for their assistance
both morally and materially to finish my paper.
1. Prof. Dr. Ni Luh Sutjiati Beratha, M.A. as the Dean of Faculty of
Letters and I Gusti Ngurah Parthama,S.S., M.HUM. as the Head of
The English Department, Faculty of Letters Udayana University.
2. Putu Ayu Asty Senja Pratiwi, S.S., M.Hum. as my Academic
Supervisor for the encouragement and have given me valuable
knowledge.
3. My special thanks are also due to my beloved family, especially my
beloved mother Dra. Budi Hartatik, Ak. for praying, accompanying
and taking care of me to do many best things ever in my life. For my
sisters Dian and Nadya who also give me support. I believe that
without their support this study would have been much more difficult
to complete.
Denpasar, March 2016
iv ABSTRACT
v
TABLE OF CONTENTS
ACKNOWLEDGEMENTS ... iii
ABSTRACT ... iv
TABLE OF CONTENTS ... v
CHAPTER I INTRODUCTION ... 1
1.1 Background of Study ... 1
1.5.2 Method and Technique of Collecting Data ... 4
1.5.3 Method and Technique of Analyzing Data ... 5
1.5.4 Method and Technique of Presenting Analysis ... 5
vi
2.3 Theoretical Framework ... 12
1 CHAPTER I INTRODUCTION
1.1 Background of Study
Language plays a great part in our life. It has an important role in societies
(Bloomfield 1979:3). There are various ways in using language, for example is using
language on a booklet cover. We already know that a booklet should have great
creative cover. The important things in booklet cover are the text and picture or
colour.
Writing for booklet is different to writing for magazines, newspapers or the
Web. Booklet and flyers are often handed out in passing, and thus the booklet
headline needs to be short and sweet in order to hold the reader's attention.
Use evocative words that drive readers to perform an action after reading the
booklet, such as enquiring about your product, donating towards a cause or signing
up for a subscription. Using colour on booklet design will help make it interesting to
be seeing or reading from others. People tend to respond to colours much faster than
plain text.
A booklet is a means of communication, a tangible marketing tool for
communicate the desired message, we need to have a good cover booklet design.
Whether the booklets aim to inform, educate or promote, compelling booklet design
is what captures the attention of the target audience, and it enables them to process
important information contained within the booklet. Text within booklet is often
longer, and more in depth than text for regular advertisements. This is because
booklets aim to educate audiences about a specific product or service for better
understanding therefore good booklet design is essential to attract the audience. So,
that is why verbal and visual messages are important in booklet cover because it can
attract the reader to read it.
1.3 Aims of Study
Related to the problem, there are two aims of this study. Including:
1. To describe the types of meaning and function of verbal and visual
1.5 Research Method
In this study proposed the method used to solve the problems. The section
method covered into four point of discussion: Data source, Method and technique of
collecting data, and Method and technique of analyzing data.
1.5.1 Data Source
1. Firstly, the data of verbal and visual messages was obtaining the printed
voice cover from the internet.
2. Secondly, identified and classified based on their forms and positions.
3. Thirdly, classified the structure of the booklet cover.
1.5.3 Method and Technique of Analyzing Data
The data was collected by using qualitative method. In analyzing the data,
6 2.1 Literature Review
There are three theses done by some of the previous students and two article of
international journals related to this study which rise up the topic about Verbal and
Visual messages.
Septiana (2013), her study is aimed to analyzed the verbal and visual messages
Septiana thesis and this study is in focusing in the data collecting but similar in
to support this study are theories proposed by Saussure, Dyer and Leech. It also
applies theory of context of situation by Halliday. The data of this research were
taken from five cartoons from one book of Australian sport cartoon by documentary
method. The data were taken by reading and compiling, and then the collected data
were analyzed in order to find out the context of situation, correlation between the
signs, and the message inside it. Based on the analysis, the relationship between
visual and verbal and also the context of situation are work together to convey the
message of those cartoons. The correlations between components of cartoons were
organized well. The cartoons have a good combination between visual and verbal
sign. They support each other to attract and make the reader smile because of some
joke on the meaning inside it and by read the words the reader will easily to
understand the cartoons. From the explanation previously, it can be concluded that
the primary function of cartoon is to entertain the reader by using visual and verbal
signs. The difference between Shakuntala is using Cartoon as the data, while this
mental imagery (Helme-Guizon, 1995) representing the first response considered in
this research. The second response covered is recall. The latter is part of the
explanatory variables of experiential behavior. The overall affective reaction is
represented by the attitude toward the advertisement and the attitude toward the brand
(Gouteron, 1998). The theoretical framework of the advertising rhetoric is first
presented. The effect of the figures on imagery and recall is then studied. An
experiment checks the existence of the previously considered relationships. The
difference between this journal and this study is in the research method, this journal
was used the quantitative data and kind of field research. This study used the
qualitative data and kind of library research.
Sabrina Francesconi (2011), article international journal research, the scope of
the paper is to investigate the role of visual and verbal modes in destination image
and this study is in the theory and the data, but similar in using analysis, that is about
verbal and visual.
2.2 Concepts
This section contains some concepts as introduced by linguist that may help in
analyzing verbal and visual as the scope of this study such as types of meaning and
function, verbal message, and visual message.
2.2.1 Types of Meaning
2.2.2 Function
According to Cook (1992:2), function can be considered as what the text is
intended to do by the senders and addresser, or perceived to do by the receivers and
addressees.
Leech states that there are five most important communicative function of
language, such as: expressive function, informational function, aesthetic function,
directive function, and phatic function.
2.2.3 Verbal Message
A message in its most general meaning is an object of communication.
Message usually passed or sent by speech, in writing, by words, signals, or other
means as well such as from one person, group or to another (John Fiske, 2009).
Verbal message is the text of the book cover. Almost all of the book covers
have text or title in the form of phrases, words, and sentences. Dyer states that words
not only describe things, communicate feelings, associations, and attitudes, but they
also bring ideas to our mind. Sentences are usually simply constructed and short.
Candler (2001:5) states that the term text usually refers to a message which is
recorded in some way (e.g. writing) so that it is physically independent of its sender
2.2.4 Visual Message
Visual message, visual can be described in form of picture of the text,
such as picture, diagram or illustrations. The picture of the text make it easier
understands to read and make interesting as well. Dyer implies that non-verbal
or visual are divided into appearance (age, gender, national, and racial, hair,
body, size, and looks), and manner (expressions, eye contact, and clothes)
(Dyer, 1993).
2.3 Theoretical Framework
In the discussion, the analysis is based on some theories. The theory in this
study is based on theory of discourse structure by Van Dijk (1983), also meaning and
function of verbal and visual proposed by Leech (1974).
2.3.1 Theory of Discourse Structure by Van Dijk
Through his work Van Dijk states discourse analysis framework that
consists of three main structures, namely the superstructure, microstructure,
and macrostructure.
2.3.1.1Superstructure
Superstructure constitutes the basic framework of a text that
includes the composition or structure or element of a series of texts in
forming a unity coherent form. In other words, the superstructure
building, a text is also composed of various elements, such as the
introduction, contents, and closing, which must be arranged in such a
way to form a complete and interesting text.
2.3.1.2Microstructure
Microstructure is an analysis of a text based on the intrinsic elements.
Intrinsic elements include:
a. A semantic element which in this case is categorized as local
significance, the meaning emerges from the word, clause,
sentence, and paragraph, as well as the relationship between
words, the relationship between the clauses, between
sentences, and between paragraphs, which builds a unity of
meaning in a single text.
b.Syntactic element is one element that helps makers of text to
manipulate the situation by way of thematic emphasis on
sentence structure. The manipulation can be the use of
selection words, pronouns, prepositions and conjunctions, as
well as the selection of forms of sentences such as passive or
active.
c. The intrinsic elements of a style element or display a variety
of text by using language as the medium. A text can choose a
wide variety of display such as poetry, drama or narrative.
style of diction, or word choice, sentence option, figure of
speech, dimension or other linguistic characteristics.
d.Rhetoric element is an element of style rhetorical emphasis on
a topic in a text. This emphasis style is closely related to how
a text message will be delivered, which includes style
hyperbole, repetition, alliteration, or other styles.
2.3.1.3Macrostructure
Macrostructure is global or general meaning of a text that can
be understood by looking at the topic of a text. In other words, the
macro structure analysis is an analysis of a text, combined with the
surrounding social conditions for obtaining one central theme.
The theme of a text is not shown explicitly in the text, but
included in the text as a whole forms a coherent unity.
So, the theme of a text can be found by reading the text as a
whole as a social discourse that can be drawn one main idea or a topic
or idea that is developed in the text.
2.3.2 Theory of Types of Meaning
There are seven types of meaning according to Leech (1974):
1. Conceptual Meaning
Conceptual meaning called denotative or cognitive meaning is widely
(1974:11) state that the aim of the conceptual meaning is to provide, for
any given interpretation of a sentence, configuration of abstract symbol,
which shows exactly what we need to know if we are to distinguish that
meaning from all other possible sentence meanings in the language.
2. Stylistic Meaning
Stylistic meaning is that which a piece of language conveys about the
social circumstances or its use. In part, we decode the social meaning of a
text through our recognition of different dimensions and levels of style
within the same language. We rarely find words which have both the same
conceptual meaning and the same stylistic meaning (Leech, 1974:16).
3. Connotative Meaning
to The Trinity with Third Person form, namely The Comforter-sounds
2.3.3 Theory of Function
Leech (1977: 40-42) declares five most important communicative
functions of language as follows:
1. Expressive Function
Language can have expressive function; that is, it can be used to express
to conceptual meaning than to other types of meaning, particularly
affective and connotative meaning.
5. Phatic Function
This function is at the furthest remove from the aesthetic function, in that
here the communication work done by language is at its lightest; it is not
so much what one says, but the fact that one says it all, that matters. Phatic
function has purpose to keep communication lines open and to keep social
relationship in good repair.
2.3.4 Colours and Meaning
In advertising colours are more important than the actual wording of
the ads. The reason for this is the colour (and graphics) capture the consumer
attention then causes them to read your ads. According to
2. Orange
A vibrant and fun colour. It improves mental clarity, promotes warmth
7. Brown
Symbolizes coffee, lumber, and earth-tone products. It is a reliable, solid,
strong, mature, and comfortable color. Brown is now considered a rich
and robust colour.
8. Black
Symbolizes power, prestige, elegance, style, simplicity, and
sophistication. The colour black is more about attitude than anything else.
It is a trendy colour that keeps consumers up to date with technology. It
also a very informative colour.
9. White
Symbolizes purity, cleanliness, virtue, innocence, and freshness.
10. Pink
Pink is usually used in businesses relating to the female market such as
cosmetics, fashion, beauty and romance. Pink reflects a softness,
sweetness and intuitive energy such as beauty salons, fashion businesses
and cosmeticians. Pink is the colour which represents spring, inspiring,
gratitude, appreciation, admiration, nurturing, sympathy, femininity,
