ANALYSIS OF COSMETIC PRODUCT ADVERTISEMENTS IN ENGLISH PRINTED MAGAZINES

Transcription

1 ANALYSIS OF COSMETIC PRODUCT ADVERTISEMENTS IN ENGLISH PRINTED MAGAZINES NI NYOMAN AYU SURYARI KARANG NON REGULER PROGRAM OF ENGLISH DEPARTMENT FACULTY OF LETTERS AND CULTURE UDAYANA UNIVERSITY 2015 i

2 This paper is submitted as a partial fulfillment To obtain the S1 Degree In the English Department, Faculty of Letters and Culture, Udayana University Approved by the Examining Board of the English Department Faculty of Letters and Culture Udayana University Denpasar, July 2015 Chairman Secretary Dr. I Gst. Ayu Gede Sosiowati, M.A. Ni Made Ayu Widiastuti,S.S.,M. Hum. NIP NIP ii

3 ACKNOWLEDGEMENTS First of all, I would like to express my deepest gratitude to Ida Sang Hyang Widhi Wasa, who has given me inspiration in conducting this study and for all His blessing. Therefore, I would like to thank all of the people for the support to me during finish this paper. 1. I want to dedicate my biggest thanks to Prof. Dr. I Wayan Cika, M.S as the Dean of the Faculty of Letters and Culture, Udayana University. My truly respect and deeply grateful attitude to Dr. Ni Luh Ketut Mas Indrawati, M.A as the Head of Reguler Program of the Faculty of Letters and Culture Udayana University. My deeply thanks to Dr. Ida Ayu Made Puspani, M.Hum as the Coordinator of Non-Reguler English Program of Faculty of Letters and Culture. My biggest thank to all of the lectures that had educated and given me valuable knowledge during my study, and also the staffs in Non-Reguler English Program, Faculty of Letters and Culture Udayana University. 2. I would like to give the biggest appreciation to Dr. I Gusti Ayu Cede Sosiowati, M.A and Ni Made Ayu Widiastuti, S.S, M.Hum respectively as my first and second supervisor for this paper, who have given me a lot of precious guidance, times, patience, corrections, and assistance during the completion of this paper. 3. Finally, I want to dedicate my appreciation to my beloved parents I Ketut Sardiana and Ni Wayan Jasmini for all the prayers, supports, and love as i

4 well as my sisters Ni Putu Ayu Widyasih Karang and Ni Made Dwi Umidyathi Karang for the moral supports, the unlimited helps and suggestions while finishing this paper. Then, I give my gratitude to my lovely friends, Mahendraprama for all his supports, Laras, Wahyuni, Ratih, Ani, Gekrat, Mita, Ria, Gektari, Citra Puspita, Gek Dewix, Trisna Prasitha, Gustra, Ajus Caskara, Dode Beratha, Wulan Mega, Sang Ayu and Mick Burridge for all those helps and motivation, and also to the people who have been very helpful and kind in advising this paper that I cannot mention one by one. I hope this paper will be helpful and useful for people who read this paper. Any suggestions and comments would be highly appreciated for the improvement of this paper. Denpasar, June 2015 Ni Nyoman Ayu Suryari Karang ii

5 ABSTRACT This study is entitled Analysis of Cosmetic Product Advertisements in English Printed Magazines". This paper aimed at identifying and describing the meanings and functions of the verbal aspects in cosmetic product advertisements. Besides, it is also to analyze the types of figures of speech used in cosmetic product advertisements. There are five printed cosmetic product advertisements used as the data. They were taken from English women's magazines namely Glamour magazine and Maria Claire magazine. Those collected data were analyzed based on the theory about structures of the advertisements developed by Leech (1966), theory of the meanings and functions in the cosmetic product advertisements developed by Leech (1974), and also the theory about the types of the figures of speech proposed by Perrine (2005). The results of the analysis showed that conceptual meanings are generally found in the cosmetic product advertisements, because these meanings are logical and sometimes it is called denotative or cognitive. Besides, there are some other types of meanings that can be found in the cosmetic product advertisements such as connotative meanings and affective meanings. In terms of the types of functions, the informational functions are generally found in the cosmetic product advertisements because they can give more information about the products. Besides, there are other types of functions that were found in the cosmetic product advertisements namely directive functions and expressive functions. The verbal aspects were also supported by using the types of the figures of speech. One of the types of the figures of speech are generally found in the cosmetic product advertisements is hyperbole because it is a figure of speech in which statements are exaggerated or extravagant. Some other types of the figures of speech that were found based on the analysis are personification, symbol, and metonymy. Keywords: Advertisements, Meanings and Functions of Verbal Aspects, Types of Figures of Speech iii

6 TABLE OF CONTENTS APPROVAL SHEET ACKNOWLEDGEMENTS... ABSTRACT... TABLE OF CONTENTS... i iii iv CHAPTER I. INTRODUCTION Background of the Study Problem of the Study Aims of the Study Scope of Discussion Research Method Data Source Method and Technique of Collecting Data Method and Technique of Analyzing Data... 4 CHAPTER II. REVIEW OF LITERATURES, CONCEPTS AND THEORETICAL FRAMEWORKS Review of Literatures Review of Papers Journal Review Concepts... 8 iv

7 2.2.1 Concept of Advertisement Concept of Verbal Aspects Concept of Figures of Speech Theoretical Framework Structures of Advertisement Types of Meaning Functions of Language Types of Figures of Speech CHAPTER III. ANALYSIS OF COSMETIC PRODUCT ADVERTISEMENTS IN ENGLISH PRINTED MAGAZINES Overview Data Analysis Advertisement Verbal Aspects Figures of Speech Analysis Advertisement Verbal Aspects Figures of Speech Analysis Advertisement Verbal Aspects Figures of Speech Analysis v

8 3.2.4 Advertisement Verbal Aspects Figures of Speech Analysis Advertisement Verbal Aspects Figures of Speech Analysis CHAPTER IV. CONCLUSION BIBLIOGRAPHY 1