EXPERIENTIAL FUNCTIONS IN INTERNET ADVERTISEMENTS.

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E NGLISH APPLIED LINGU IS'l ICS

GRADUATE

PROGRAM

T llF Sl.'ATE

lJNIVERSl Y

O:F

ME

D A l\~

TITLE

NAME

REG. NO

APPROVAL

: EXPERIENCIAL FUNCTIONS

IN

INTRENET

ADVERTISEMENTS

: SABARIAH

:035010101

PROGRAM : ENGLISH APPLIED LINGUISTICS

Approved By:

Consultant I, Consultant II,

I fead of English Applied Linguistics

Prof. Tina Mariany Aritin, M.A, Ph.D

TITLE

NAME

REG. NO

APPROVAL

: F.XPERIENCIAI. FUNCTIONS IN INT RE~ET

ADVF.R I'ISEM E:-ITS

: SAf~ARIA H

:035010101

PROGRA M :

r.:

Gl..IS H APPLIED LINGUISTICS

Approved By:

Consultant!.

I

Heild of English Applied Linguistics

- - - - · - ·- · - -· - ·-·~

-· ··

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AC KNOWLEDGEMENTS

This Sludy is concerned w•th investigating the experiential functions of

I

internet advertisements. It IS submined to fulfil

one

of the requirements for the degree

I

of Humamorn m Enghsh Applied LmgUisncs llrogram of the State Umversity of

Me dan.

The completion

<•f

this thesis would' have never been made possible without

the help of sevel'lll people 1-irst of all, the ''ifiters is pamcularly mdebted to her first

and

~ccond

con5ultants: Prof M . Butar-but:fr, Ph.IJ, MA and Amlin Sarag1h, Ph.D,

MA., for the1r gencromy. gu1dance. patience. encouragement, motivation, and

I

assista.nr.es during the preparation of 1hc thesis.

I

The writer would also like to ackno "ledge valuable and helful constructive

suggestions made by the rcv1ewers: Prof. Dr. Jawas1 Naibaho. ProF. D.P.

I

Tampubolon. and Or. Busmm Gurning, M. Pd. Thanks are aiso due to the Head and

Secretary of

E n ~,; h s h

Apphed Linguistic Program : Prof. Dr. Jawasi Naibaho and Ora.

Meisun, MA , and to all lecturers for the•r commitment to guide and facilitate tbc

students of Gradu3te Progrnm m English Applied Lmgmsuc Program of the State

Uni' ersity of Mcdan.

II

Mcdan, Febnwy, 2007

The Writer

ABSTRACT

Sabnriah, 2007. F.,prrirnlial Function ;in lntcmct Advemsements.: English

Applied Linguiqic l'rogram State Uni ~ity Of Medan (Thesis

Unpubli,h<'d)

The objectives of thb study are to investigate the doJhirfant type of process and circumstance used in internet advertisements. The sample of this study is 20 advertisements

wk~n

from '"'" ·>:•lmo.cllm especially in the page of shopping. In analysing the dnt:t, d,-scriptivc design was applied.

The findings indicate that the dominant type of process used in internet advertisements i• the iv1aterial process. There are Ill clauses and .jt is equal to

63.07% out of the

tot~

I clauses. The dominant type of circumstance used in internet

advertisements is Location which covers two types: spatial and temporal. There are

49 circumstonccs of locntion, which is equal to 41.18% of all circumstances. From 49

circumstances of Location, 30 (25.2 I %) circumstances are spatial and I 9 ( 15.97) the domi nant tnmerial process in the intemet advertisements. The first explanation is thnt

by usins Mnteri31 process, the product nd"venisers should describe the way their products work nnd how the products benefit for the customers. The second explanatiotl is thnt l>y using Materia l process, the advertisers can describe the practicality ol' the products. The third explahation is that hy using Material process. the advcniscrs cau descri!J<: the ir for·mer achievement using the products.

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TABLE OF CONT ENTS

Page

ACK.l'IOWLEOG EM ENT ... ... ... i

A BSTRACT _{••.••.•...•.•••••••••• :. ••... - •...•.. _. •••···•··•·••·••·••·•···· ·•···••••• 11} I I i TABLE Of' CONTI:U\'I'S I . ... ... ... ... Ill L IST OF TA BL ES ... vi

l..lST Of' APPf.NUIX ... .. vii

C HA J'TEI{ I : _{L'ITROOUC.TIO N .~ ... ... ... ... ... 1}

1.1 The Background

or

the Study ... 1

' 1.2. The Research of tHe Study ... .... ... ... 5

1.3. The Scope of the Study ... ... ... 5

1.4 The ObJCCllves ofT fie Study ... 5

1.5. T he Signaficancc of the Study ... (> CHAPTt: R ll : REV IEW OF UTERATU R£ ... ... ... 7

2 I Mctafunct10n ... ₁... ... .... • ... .7

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2.2. Expenential Function ... ... 10

I 2.2.1. Process ... .!... ... . ... ... I 1

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2 I I Material Procc:4 ... . ... 12

'2.!.1 2 Mental Process ,... .. ... . ... 13

2 2. 1 3 Re1atrona1 Procc;ss .. ... ... ... 15

12 1.4 Behavioral Process ... .. ... 19

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2 2 1.6 2 2. 1.5 Verbal Process ... ... 20 Exi~ t entia l Process ... 21

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2.2 2. Participants ... ... 23

2.2 2.1 PartiCipants tn Matenal Process ... 23

2.2 2.2 PartiCipants in Mental Process ... 25

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2 2.2.3 Participants in Behavioural Process ... 26

2.2. 2.4 Participants in Verbal Proct:SS ... 27

2 2.2.5 Participants 10 Relational Process ... 28

2.2 2.6 PartiCipants in Existential Process ... 28

2.2.2.7 Extra Panic1pams and Causation ... 29

2.2 .3 Circumstances . ... ... ... .. ... 31

2 . .! Advertiscmenls ... .. ... : ... 33

C HAl'T ER In : _{RESEARC tl METHOD ... ... 39}

3 1. Research Design ... .. ... 39

3 l Uata Collecuon ... 39

33 Sample of the ~tudy ... ... ... 40

C HAI" f E R IV : OA T A AND DATA ANALYSIS ... .41

4.1 Descnpuon of Data ... . . .... ... ... .. .. 41

~ 2 Data AnalysiS ... .. ... ... .41

4.3.1. Dominant Type of Processes m Internet

Advertisement ... 45

4 3 2. Dom1nant Type of Circums!aJ\Ces ... 47

4 3 3. The Cause of Usmg the Dommant Type of Process . 4lS

en

APTER V: _{C O~CLUS IO NS AN D S U GCEST lO ~S ... 50}

5 I Conclusions ... 50

5.2 Suggestions ... .. ... 51

Rt:F EREr\CES

LlST OF TABLES

Table 2. 1: Relationship between Context, Strata, and Systems in the Systemic

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_{Funcnonal Model ... ... 9}

Table 2 2: Tn>1cal Function ofvroup and Phrase Classes ... 11

Table2.3: _{Types of Process ... 11}

Table 2.4 _{LISt of Common Relauonal Processes .. . .. .. ... .... ... 18}

Table 2.5· _{~ am pies of the DiOerence bel\~ecn Matenal and &havioral Process 20} Table 2.6: Verbal l'rocess ... ... 21

Table 2. 7. _{Summary of the Processes} and Incumbent Panicipa n t.~ ... 30

Table 2./s: Circumstances ... ... .. ... ... .33

!'able 4. 1: '!'he Tabulatl<ln of Processes .. ... . .. .... --... 41

Table 4.2: 'l'hc Tahulation ofCircunmances ... ... . ... ... ... 43

Table 4.3· Dominnnt Type of Processes in Internet A dv~ ni se m entS ... .. . 46

Table 4.4 : Dominant Type of Circumstances in Internet Advcnisements ... 47

[image:9.614.25.565.54.722.2]

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LIST OF A~ P EN DI C

APPENDIX I : LIST OF ADVERTISEMENTS

CHAPTER I

1 ITRODUCTJON

1.1 The Backgrou nd of the Study

We are ltving tn an era of information explosion m "'iticb advertising seems

to be an tn<hspensable building block of the media. Internet, radio, TV, and the Press

nre fina ncially motivated to present advcnisemeoL Allbough the media depend on

advertisement fmanctally, an advertisement in and of it self

doeS

not seem to

contribute very much to the communicattve goal (s) of the discourse with wllich it

appears. ln faC1, advertisements seem to be superfluous and irrelevant to layman 's

everyday life. People often t~nd to ignon~ them. or they thtnk they do so. But, like! n

or not, they influence the choices peO J>le

often

make.

From n linguistic pot nt ofvtew, advertisements seem, in effect, to constitute a

genre with di~tmct features whose function is not only to inform but also to persuade

and influence (Swales, 1990: 54). Koii-Stobbe ( 1994 : 387) maintains that by using

the lingUisttc system ns a tool ktt m a creative manner, advertising discourse has

become n type of public and cocltistent C'Onunun.icauon, manifesting and mediattng a

mas~ folk culture

If advcnisements were destl9)ed to publicize a product a product or seMce tn

order to sell 11. the deSired outcome an ad,ertiser looks for would be the response ' Til

buy that''. Thts function or persuasiOn '" advertisements is realiuxl through a text

possible laden wnh certain hnguistic. dtseoursaL and societal signals. In a word.

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down to a single fact writers of advertisements exploit all these devices. strateg1es,

etc. not to engage in communication. but to promote products only

From those quotations, it is assumed tbat advertisement bas its own typical

hnguistic p:lttems. It IS due to the fact that adverusement should be practical, briet:

and clear so that the reader$ or the customers will be easy to catch the messages m the

advertisement and finally want to buy the products.

Furthcm1orc, when human beings use l.anguage in any kind of media, they

represent each of their messages 1n a clause. T he clause in this case functions as a

representation. It represents the phenomenr. of the real world in languages. They use

the system of tmnrltlvlty as to represent the meaning in a clause. Through the system

of transitivity, we shall be exploring the clause 111 its function. For example to answer

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the questions of using who, what, whom.

~~hen

.

where, why, or how. There are, in

fact, three semantic categories, which explain in a general wy that phenomenon of the

real world is represented as Jingutstic ~ tructures. These are circumstances,

pmcrsse.~ . and purllcipam.<.

Understanding the system of transitivity will help us to understand SOCial

function of the language m the community. We "~11 know who does something. \vhat

does he/she do 1 Whom does he/she do to/for? Who does it? When does he/she do't

Where does he/she do ? whv does he/she do 7 Or how does she/she do somethmg?

fhis study seeks to understand, the use of how text producers -attain such a

comrr.unicattve goal, what hngu1stic resources they use. and what social there are on I

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advermements often exploit both the ae s th~tic features of verbal communication and

fas hion uf the day dominant in a particular culture in order to promote a product

Since m a linguiStiC perspective. the language of advertising (1, e., standard

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advertising Engli~h) , according to Leech's

'<

1966 · 27) classic treatise, characterized

by

a

number of preferred lingu1st1c patterns and techmques:

(a) Unonhodox1es of spelling and syntax. and semantic oddities are common to

attract attract ouenuon

I b) S1mplc, personal, and colloquial style and a familiar vocabulary are employed

ro sustarn a tlcnuon

t.c) Phonologtcal devices of rhyme

apt!

alliteration a nd sheer repetition are

utilized to enhance memorability

an~

amusement Repetition 1s usually of two

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types: intra-textual and i1uer-textual. tn the fo rmer, the product's name and

ccn~i n h ighhghrcd features are repeated several rimes. In the later, a sinslc

product or manufacturer.

(d) Abundant us~ 15 made of s uperlatiVes and hyperbole in characterizing the

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product, with ellen-indirect reference to rival products.

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In 1he same vem, lollowtng Habermas ( 1984) Fa11clouch (1 989: 198) IS of the

same opinion 1ha1 adven1stng 1s an mstance of strategic discourse - discourse

onentcd towards imrumental goals, to get results. etc. strategic discourse is then

broadly conrr:>saed wtth commumcative discourse, wluch is fundamentally onemed

Considering the importance of un~erstanding transitivity system used in

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cenain genre, especially tn advenisemef\1, then the research chose the topic of

!

analyzing expenential function in lntemei advertisements. There are at least three

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reasons of choosrng the topic in this research.

1. Internet

as a

mass media of communication takes an impof1l!nt role recently

and !)(edicted in the future. It is due to the fact that the use of internet will

help busmessmcn in expandmg their area of busmess world ~de. Therefore,

promoting products m Internet w11l make eflicicnt cost in promotion.

2. Internet media IS not Similar to other mass media in reading any messages

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from l nt~rner u~<:rs tend to do scanning reading in reading any messages from

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lmernct text. That 's why the messages in Internet advenisement should be

:mract•vc tn catch the Internet user' s .attention. The should colourful and

havmg enough fon t

stze

to be attractive,

3. As it is indicated prcvtOusly, understanding experiential function of cena1n

genre will h~lr us 1n undcrstandmg social fu nct•on of the language in a

community, especia lly the community of Internet users.

Based on thos.: reasons. the rcscachcr i~ interesto:d to to a research on the use of

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1.2 The llescarch Problems

The problems of the study are formulated as the following

I. Whut tvPe of

proc

esse~

IS dominantly uSced Interned advenisement ?

l What type of Circumstance is dom•nandy u<;cd in internet adven.sements?

3 Why arc the dommant realities used?

I.J The Objectives of the Study

In I me to the problems, th~ objeCtives of the study are :

I. tO 1nvesugate the 1 dominant type of processe used in internet advenisements

2. ro mvestigatc the dominant type o f circumstance used in internet

advcn1scmcnts, and

3. to describe causus of us1ng

th~

d6m1nam types of processes in internet

ndvc rt i~c m e nt s

1.4 T he Scope of the §Judy

The

stud~ ' a~tmu

lated

as the tollowing.

l . What type of process IS dominantly used in internet advertisements?

2. What type of circumstance 1s dominantly used in internet advenisements?

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1.5 The Significance of the Study

The findings of this study are expected robe useful for

I. adven.sers as n contribution for th~ in producing better advertisements for

the1r products

2 those who want to conduct further in-depth researches in lingmstic functional

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S. l. Conclusions

CHAPTERV

CONCLUSION AND SUGGESTIONS

After analyzing the data, the findings of this research are conduded as the

following.

I. The dominant type of process u~d in Internet advertisement~ is Matenal

Process There arc Ill Clauses

2. The dominant type of Circumstance used in Internet advertisements . i~

I .ocation, which is 4 I. 18% of all Circumstances, Specially the Locat ion

C trcumstance are constituted hy 25 .21 % spatial and 15,97% tempora l

clements.

3. There arc th re~ possi hle explanations t(lr the dominant elements of

experiential functions .. The first explanations is that by using material process,

the product advertiser~ can descnbe the ~ax ~hei \ product work, and how the

products benefit for the customers. The scoond explanation is that hy using

matenal process. the adventsers may describe the practicality of the productS.

The third explanation is that by using material process, the producers can

describe their former achievement tn the usc o f the productS.

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.2. Suggestions

In relation to the conclusions, suggestions are staged as the following

I. It

is suggested that the advertisers should usc clearly describe how thei r

products

are

beneficial to the consumers by applying material processes. In

this way they offer sausfication to the potential consumers and their

product~

gain more purchases

2. The advertisers are also suggested to specifY in what circumstance their

product~

satisfy the consumers. In this way they are expected to

use

appropriate circumstances

of

location. Thrs rs potential

to

gain more

customers.

3 It

rs suggested

that

to

th~ pote ntial

consumer and therr products gam more

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