CHAPTER I INTRODUCTION
This
chapter presents background of the study, problems of the study, objectives of the study, significances of the
study, scope and limitation, and definition
of the key terms.
1.1. Background of the Study People have their own manner to express their
ideas and feeling to others by using
their own language. As a hearer or reader, therefore, knowing the meaning of others utterances is very important
in order to avoid misunderstanding between
the speaker/writer and the hearer/reader.
As stated in Holly Quran that
Allah prohibit someone in doing everything without knowing what the knowledge
inside. It states in surah al-Isra ayah 36.
Do not follow that you don not know. The
hearing, sight and heart about all these you shall be questioned.
Khadim al Kharomain asy Syarifain, Al-Quran
dan terjemahannya [Al-quran and its translation], p.429.
In linguistics, we can explore
our knowledge about meaning by studying semantics.
Semantics is one of the branches of linguistics that studying about meaning of word and sentence.
Meanwhile, functional semantics
is a functional view of linguistic meaning.
Functional semantics is studying about meaning as use. Meaning as use refers to speaker meaning and particularly the
intention of the speaker or the desire
communicative effect of utterances.
Based on the focus of language use, according to Leech, linguistics meaning is
divided into seven types: conceptual, connotative,
collocative, social, affective, reflected and thematic.
Primarily, however, according to Mwihakki two broad types
are delineated: conceptual meaning and
associative meaning.
The classification of conceptual and
associative meaning are based on the relationship
(whether any association and reflection or not) between the meaning of word and the other words. Conceptual
meaning is the meaning that relatesto the
concept and there is no relationship between a meaning of word and others.
While associative meaning is the
meaning that has a relationship between meanings
of word with others.
5 In addition, the researcher is motivated to
analyze the language of advertisements because advertising is one of the
disciplines where the use of language
has to be employed with care in order to deliver the message effectively Alice Mwihaki. 2004. Meaning as us: a
functional view of semantics and pragmatics .Swahili Forum11. p.128.
Geoffrey Leech. 1981. Semantics. Hardsworth:
Penguin. P.7.
Alice Mwihaki. 2004. Meaning as us: by
functional view of semantics and pragmatics .Swahili Forum11. p.130.
AbdulChaer. 1995. An introduction of semantic
in bahasa indonesia [pengantar semantik bahasa
Indonesia]. Jakarta: Rineka Cipta. p.72.
and efficiently. The speaker or
advertisers must have a certain purposes in uttering sentences or making statements. What the
advertisers utter is full of messages.
The hearer, therefore, try to
understand and interpret the meaning of sentence in terms of what speaker of those sentences
intended to conveys.
However, the consumers do not always easily understand the
language of advertisements. Thus, understanding
meaning is become the most important thing in communication especially in advertising. Moreover, the main
purpose of advertisements is to deliver
the messages, that should be understood by the hearer or reader and finally they will respond by buying or using the
product that advertised.
The researcher chooses
electronics advertisements as her object of study because nowadays we live in globalization
which is the technology, especially electronics,
becomes the most important things in society, and even it can be said that the technologies is not the secondary
needs anymore but become a primary need
in the society. While the advertising agencies of electronics over the world are always growth and advance, thousands and
millions of advertisement are churned
out daily, thus much effort is needed to analyze the language of the various advertisements language especially in
its meaning.
This study has various relations
with other relation researchers, which have
done by Mwihaki who investigated the meaning as use in reference to Kiswahili. From her research she found the
typology of functional meaning used in
Kiswahili. Sulistyowati investigated the associative meaning of words and phrases used in William Wordsworth Poems and
found that the kind of associative George
Yule. 1985. The Study of Language. Cambridge: Cambridge University Press. p.97.
meaning of words and phrases used
in William Wordsworth poems are connotative
meaning and affective meaning, while others meaning are not found.
Nayak investigated the language
of advertisementsin Tamil Mass Media. In her study she analyzed the grammar, prosody and
figures of speech used in the language
of advertisements of Tamil mass media. From her study she found the differences in choice of expression in
language of advertisements among the three media communication (magazine, radio,
television). This research, therefore, investigated
the functional semantics on the language of advertisements of wellknown
electronics products and it is emphasized in the types of associative meaning.
Based on the description above,
the researcher is motivated to analyze the functional semantics analysis on the language
of advertisements of well-known electronic
products. This research focuses on the meaning in used that appears on the object of the research.
1.2. Problems of the Study Based
on the background study above, this research focuses in general on how the meaning in used appears on the language of
advertisements of well-known electronic
products. This research question can be specified into two questions: 1. What
are the types of associative meaning that appear in the language of advertisements of well-known electronic
products? 2. What is the type of associative meaning that is emphasized in the language of advertisements of well-known
electronic products? 1.3. Objectivesof the Study The objective of
the study is to produce descriptive knowledge on meaning in used that appear on the language of
advertisement of well-known electronic
products. In specifics, the objectives of the study are: 1. To identify and
describe types of associative meaning that appears in advertisements of well-known electronic
products.
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