Vol. 2 No. 5, 2022
The Use of Advertisement Text to Improve Students’
Vocabulary
Penggunaan Teks Iklan untuk Meningkatkan Kosakata Siswa
Fahril*, Nurdin Noni, Munir English Department, Universitas Negeri Makassar, Makassar, Indonesia
*Correspondent email: [email protected]
ABSTRACT
The objective of the study is mainly to find out how the use of Advertisement Text can improve students’ vocabulary for the eighth-grade students at SMPN 7 Makassar. It was found that one of the problems faced by the student is the low ability to understand the meaning of vocabulary in English. Therefore, this research used pretest and post-test design and quantitative analysis. The result of the statistical calculation showed that there was a significant difference between the result of the student’s pre-test and post-test. Based on the result of data analysis, research finding and discussion also concluded that the use of Advertisement Text improved students’ vocabulary mastery, in this case the use of Advertisement Text in SMP Negeri 7 Makassar in academic year 2018/2019. The more students are familiar with the advertisement the easier they could learn and understand vocabulary in terms of meaning and use. It can be seen from the significant difference between the students' score in pre-test and post-test after giving four-time treatments. During the treatments, it was easier for the students to understand the meaning of vocabulary on the advertisement.
Keywords: advertisement text, vocabulary, vocabulary meaning and use.
ABSTRAK
Tujuan dari penelitian ini terutama untuk mengetahui bagaimana penggunaan Teks Iklan dapat meningkatkan kosakata siswa untuk siswa kelas delapan di SMPN 7 Makassar. Ditemukan bahwa salah satu masalah yang dihadapi siswa adalah rendahnya kemampuan memahami arti kosakata dalam bahasa Inggris. Oleh karena itu, penelitian ini menggunakan desain pretest dan post-test serta analisis kuantitatif. Hasil perhitungan statistik menunjukkan bahwa terdapat perbedaan yang signifikan antara hasil pre-test dan post-test siswa. Berdasarkan hasil analisis data, temuan penelitian dan pembahasan juga menyimpulkan bahwa penggunaan Teks Iklan meningkatkan penguasaan kosakata siswa, dalam hal ini penggunaan Teks Iklan di SMP Negeri 7 Makassar tahun ajaran 2018/2019. Semakin siswa terbiasa dengan iklan, semakin mudah mereka belajar dan memahami kosakata dalam hal arti dan penggunaan. Hal ini dapat dilihat dari perbedaan yang signifikan antara nilai pre-test dan post-test siswa setelah diberikan empat kali perlakuan. Selama perawatan, lebih mudah bagi siswa untuk memahami arti kosakata pada iklan.
Kata kunci: teks iklan, kosakata, makna dan penggunaan kosakata.
1. INTRODUCTION
Language is the most significant possession of human being. It means for human being to do a communication to express their ideas, information, feeling and so on. Language is a useful tool to communicate with others. Vocabulary plays an important role to link the four language skills;
speaking, listening, reading and writing. By having a lot of vocabularies, students are able to speak fluently, to listen what other people say, to read an English text, to write and to express their idea. As it is said before, Vocabulary is very important because words are the basic unit of language that facilitate students to transmit an idea in oral and their written forms.
Based on the observation conducted in SMPN 7 Makassar on August 14th 2017, the researcher found two problems related to the English vocabulary mastery. First, most of students are unable to know the meaning of several words, to use the vocabulary, to spell and pronounce it. Second, most of English teachers did not lead the students to possess it as they still teach with a traditional way in which their teaching methods are not enjoyable and fun.
Based on the explanation above, the researcher interested to improve students’ vocabulary and try to apply Advertisement Text as a strategy in teaching vocabulary. Text Advertising is an inevitable part of our modern capitalist consumer society whose outstanding feature its competitive fight. “Advertising is not some external curiosity which we examine, from which we are separate and superior, but something of which we are part, and which is part of us” (Cook 1996:
182). It is everywhere around us: in newspapers, in magazines, in billboards along the street, in television, even in radio. The effects of Advertisement Text influence us whether we like it or not.
2. REVIEW OF RELATED LITERATURE
2.1. Definition of Vocabulary and Advertisement Vocabulary is a central of language and of critical importance of typical language. Without sufficient vocabulary, the students cannot communicate effectively or express their ideas in both oral and written form. If the students have low vocabulary they will not know how to speak fluently, how to write a sentence, how to understand a test and how to listen.
So, vocabulary is very important. Nilawati (2009)
stated that Vocabulary is one of the materials studied by students of all level of schools in Indonesia. It has been mastered if they want to master English well. It is impossible to be successful in study language without mastering the vocabulary. Kannan, (2013) Advertisement is a tool that use to promote something to customers and it is the best way to communicate with them. Advertisement helps informs the customers about the brands available in the market and the variety of products useful to them. Advertisement is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited. Advertisements Text in mass media are fascinating, exciting and creative in this world of globalization. It plays a vital role for a company to promote its sales and increases revenues.
2.2. The Purpose of Learning Vocabulary
Vocabulary is the body of words that make up a language. Thornburry (2002:14) states that vocabulary means a large of collection of items and the purpose of learning vocabulary is to enrich someone’s knowledge of words. Without a good working knowledge of words and their meanings, both written and verbal communication will be poorly understood. Chall (1983) states that word recognition vocabularies are important and highly predictive of achievement in other aspects of reading connected oral and silent reading, and reading comprehension, literal and inferential.
3. RESEARCH METHODOLOGY
3.1. Research Method
The research method is using a qualitative approach by using pre-test and posttest students score.
3.2. Research Design
The design of the research is pre-experimental by using pre-test and post-test design. It aims to find out the improvement of vocabulary mastery of the students through Advertisement Text.
3.3. Population and Sample
The population of this research are the students of the eighth grade of SMP N 7 Makassar. This population consist of 5 classes. Each class consist of 25 to 30 students. So, the total of this population is around 150 students. This research will use cluster random sampling technique. One of the fifth classes is taken as
the sample. The students’ number of the class is 30 students.
3.4. Research Instrument
The instruments of this research are consisting of two.
The first instrument is observation. It aims to know how the teacher leads the class and how the students respond to it. The second instrument is vocabulary test that consist of 40 items. 15 questions about understanding of conceptual meaning, 15 question about synonym and 10 questions which lead the students know how to use those words into a sentence.
The researcher is using the pre-test and post-test. The pre-test is aim to find out the students’ prior knowledge of vocabulary mastery and post-test is design to measure the students’ vocabulary improvement. The second instrument is using observation.
3.5. Technique of Data Analysis
The data will be analyzed by using quantitative analysis. The researcher will analyze the data by using scoring student score between pre-test and post-test, and classifying the score in order to see the result.
4. FINDINGS AND DISCUSSION
4.1. Findings
The table below that there was no student gained excellent score, no student gained very good score before the treatment, 2 students (6,9) got good score, 9 students (31,03%) got average, 12 students (41,37%) got poor score and 6 students got very poor (20,68%).
After the treatment, there were 2 students (6,90%) could gain excellent score, 4 students gained very good score (13,80%), 7 students (24,14%) gained good score, 8 students (27,58%) gained average score, 8 students (27,58%) gained poor score no one got very poor score.
Tabel 1. Frequency and Percentage of The Students’ Pretest and Posttest Scores
Lev el
Class ificati on
Range
Pre Test Post Test Freq
uenc y
Perce ntage
(%)
Freq uenc y
Perce ntage
(%) A
Excell ent
86 -
100 0 0 2 6,90
B
Very
Good 71 - 85 0 0 4 13,80
C Good 56 - 70 2 6,90 7 24,14
D
Avera
ge 41 - 55 9 31,03 8 27,58
E Poor 26 - 40 12 41,37 8 27,58
F
Very
Poor ≥ - 25 6 20,70 0 0
Total 29 100 29 100
Table 2 below was the result of group statistic calculation of the analysis using IBM SPSS STATISTICS 22. The table showed that the mean score of students’ pre-tests was 36,85 with standard deviation was 10,47 and standard error mean was 1,94, while the mean score of students’ post-tests was 55,37, with standard deviation was 18,03 and standard error mean was 3,34.
Table 2. Students’ mean score and standard deviation pretest and post test
Mean N Std.
Deviation
Std. Error Mean Pair
Pre- Test Post- Test
36,85 29 10,47 1,94
55,37 29 18,03 3,34
4.2. Discussion
The data of this research showed that there was significant difference of the students’ vocabulary mastery before and after giving treatment by using Advertisement Text. It was proven by the frequency and rate percentage of the students’ score in pre-test and post-test. In the end, the findings of this research obviously support the previous findings, which explain Text Advertisement improved the students’
vocabulary mastery. From the discussion above, it was concluded that the students’ vocabulary mastery at SMP Negeri 7 Makassar improved. It means that the use of Text Advertisement was suitable for the students.
Picture 1. Students’ Vocabulary
Although, on 2 advertisement text above, the researcher concluded that there are some errors found on both ads. In the first ads, there is inconsistency between the title of the ads and the first sentence. It said Vienna Hand body then the first sentence said Hand body Vienna. The correct one is Vienna Hand body.
Instead of saying “Hand body Vienna goat milk”, the student could say “Vienna Hand body made by goat milk”.
Then, The next sentence needs a subject “it” so it will be “It can make skin brighter because this handbody contains vit A,B,C,D which is good for the skin, prevents premature aging”.
In the second ads, the students were use too many verbs which have similar meaning. The student can simplify the word protect, lock and repair into “Vaseline Repairing Jelly can protect and moisturize the dry skin”. In the second sentence, there are two words mistyping which are heal and smooth.
5. CONCULISSION
Based on the result of data analysis, research finding and discussion in the previous chapter, it can be concluded that the use of Advertisement Text improved students’ vocabulary mastery, in this case the use of Advertisement Text in SMP Negeri 7 Makassar in academic year 2018/2019. The more students are familiar with the ads the easier they could learn vocabulary mastery in terms of meaning and use.
It can be seen from the significant difference between the students score in pre-test and post-test after giving treatment. The result of the data analysis shows that the mean score of the students’ pre-test was 36,37, while the mean score of students’ post-tests was 52,56.
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