CHAPTER I INTRODUCTION
This chapter covers background of
the study, problem of the study, object of
the study, scope
of limitation, and definition of
the key terms.
All sections which have been
mentioned above will be discussed as follow: 1.1 Background of the Study Language has an important role in the process
of social interaction.
Language is
not only used
in oral communication
but also it
is used to communicate
such as writing form the
information or giving the
information by mass
media. Language is
not simply a
means of communicating
information (Trudgill in Raja T
Nashr, 1984: 140). From that definition we can conclude that a language
is used both
as a medium
in giving information
and as means
of establishing and maintaining
relationship with other people.
In this era, the trade world
competition made some producers compete each other
in attracting consumer's
attention. They create
advertisement to promote their products. In our daily life, we
always find advertisement if we read newspaper
or magazine, listen to the radio, watch television. One of the functions of the
advertisement is to describe or present
a product. It is presented in many media
for example newspaper, magazines, radios,
and televisions, in which each of them
has its own characteristics.
According to
Rowse and Nolan,
a main purpose
of advertising is to This PDF is Created by Simpo Word to PDF
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and services (1957:
37). From those
statements we can
say that to promote
goods and service to the customers, advertisement is used. The customer will use the product or service when they have
a need or feel a need, for a product or
service. Therefore, one of the purposes of advertising is to create a need and
to direct a consumer to use a specific
product or service.
Advertising is
one of the
biggest and most
continuous psychological influences
upon the consumer (Rowse and Nelson, 1957: 123). It can be said that when there is an attractive advertisement, we
are like to receive some invitation to buy
the product or use the service offered. In order that, advertising may perform its part in some ways such as merchandising
plan the selling process, the character of
the language, the location of the market. On the other hand, the advertiser
must be
expert in the
technique of advertising,
such as the
method of obtaining attention, the effective use of illustration
and the written form that will produce action.
There are some possibilities that
make advertisement to be famous to society. For
instance, the advertisement
is famous because
of its promotion especially its performance. It will interest
the society to buy, join, or approve the advertisement. The advertisements in magazines
are usually not so big, they only consist
of few columns or one full page of the magazine and they have colorful pictures.
The language
advertisement on magazine
has different characteristics.
They have
their own styles
(Rowse and Nolan,
1957). It means
that the advertisement's words are simple, can be
understood by the reader, not ambiguous This
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between the writer
of advertisement and
the readers must
have agreement. The language that
is used must be containing of informative meaning.
The advertisement's language in
magazine is the language that used in ever
y form
of message about
a product that
reported in the
mass media by the
speaker
(writer) to the
listener (reader). The
words or the
language usually are used in the advertisements do
not have certain
rules. In advertisements, an advertiser
should know about what language that the audience wants or interested in.
This choice of
language or words
should be suitable
or expected by the
customer. The final purpose of
advertisement is the customer. The advertiser tries to
persuade them to
buy, join, or
approve the advertisement
and gives the maximum performance
in presenting their
productions or services.
One of the important
elements of an advertisement is the massage. It contains of a message plans
to say to
his target customers
through the advertisement. In
this part language plays an important role since almost
all advertisements use language in stating their
massages. To get
good response from
the readers, it
needs good communication
too. The message of
the advertisements must be
clear and need explanation.
In reading
an advertisement, sometimes
we get difficulties
in understanding or
interpreting the messages
as like in
the writing form
of advertisement. The
theory of deixis
is chosen because
deixis is used
to point thing
in order to make clear what the writer means. The researcher chooses the
writing
form of advertisement
in Time magazine
to be analyzed
because the researcher assumed that in the writing form of advertisement in Time magazine This PDF is Created by Simpo Word to PDF
unregistered version - http://www.simpopdf.com there are kinds of deixis which
can be analyzed. And in this writing form there are some words considering difficult to be
understood.
Deixis deals
with connection between
a text and
the situation in which text
is used. It
is one of an important
element of textual
cohesion.
(Rankema 1993: 76) stated that
deixis is used to denote the elements in a language which
refer directly to
the situation. It
means that what
the speakers or
writers want is not always the
same with the readers and listeners view so deictic words need to be explained in order to have the same
view between the reader and the writer
or between the speaker and the listener.
Based on the analyzing, the
language that used in the written form of advertisement
seems to use
deictic words. Therefore,
the writer intended
to analyze the
existence of deictic
word in each
type of the
written form used
by advertisement slogan in the
Time Magazine and the meaning of its deictic words.
The writer
chooses the Time
magazine because many
its advertisements have
their own style.
On the other
hand, Time magazine
is outstanding international
magazine means that
the English language
is used. In that magazine,
there are some
examples of international
advertisement -electronic product,
cigarettes, Airlines, and
many others. It
is believable that Time
magazine is consumed by people all over the world. The writer finds that the
language that is used in its advertisement is
need interpretation for readers.
The interpretation itself
can be in
the form the
meaning of the
deixis in the advertisement. This
action is important
in order to
have the same
meanings between the advertisers
and the readers.
This PDF is Created by Simpo Word
to PDF unregistered version - http://www.simpopdf.com University students have done the studies of discourse
analysis from different perspectives. There are some
researchers who study on the same field.
Hasanah (2004)
discussed deixis of
headlines published by
Kompas during general
election 2004. Wahyuningtyas
(2004) studied deixis
of advertisement published in The Jakarta Post. In addition,
Khoirot (2005) investigated deixis on Romeo
and Juliet novel by William Shakespeare. Moreover, Hana (2006) studied of deixis used in Garfield comic strips in The
Jakarta Post.
Based on
the previous study,
we have known
that there are
many researchers who
have investigated on the same
field, but they
have different objects.
However, in this
research, the researcher
takes the writing
form of advertisement
in Time magazine
to get the
same view between
the writer and reader
by using deixis theory proposed by Rankema.
1.2 Problems of the Study The
writer tries to raise some problems, they are: 1. What
kinds of the written form of advertisement? 2. What
is the deixis in each type of written form of advertisement? 3. What
are the interpretations of the deixis in each type the writing form of advertisement? 1.3 Objectives of the Study Based on the
statement of the problem, the objectives are: 1. To
identify kinds of the written form of advertisement. This
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http://www.simpopdf.com 2. To identify
the deixis in each type of written form of advertisement? 3.
To find the
interpretation of the
deixis in each
type the writing
form of advertisement 1.4 Significance of the Study This study is expected to enlarge the writer's
knowledge about one of the technique
of advertising - the written
form of advertisement
.On the other hand, for
advertisers, hopefully, it
will be useful
in the process
of making an advertisement so
that their advertisement
becomes more effective,
interesting, and persuasive.
1.5 Scope and Limitations In
Indonesia, there are
many magazines published
in English both which come
from Indonesia and
abroad. The English
magazine published by Indonesia
publisher such as Tempo, Hello
Magazine and Indonesia Daily News.
And the English magazines
published by abroad such as Newsweek, Time, Juma, Kanguru
English Magazine, Female,
Elle etc. This
study is focused
on the language of advertisement on Time magazine.
This study is limited in the written form of
advertisement which is
proposed by Rowse
and Nolan and
the deixis which is proposed by Rankema and focused on
electronic product and Airlines in Time Magazine.
Moreover, the final
purposes of those
advertisements are to promote
and persuade the readers to use the product.
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