SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT SLOGANS

Transcription

1 SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT SLOGANS A THESIS By ENDA CHRISTIANA NORA GINTING /MBE FACULTY OF CULTURAL SCIENCES UNIVERSITY OF SUMATERA UTARA MEDAN 2017

2 SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT SLOGANS A THESIS Submitted as the Partial Fulfillment of Requirement for the Degree of Master of Arts (M.A.) in English Postgraduate Study Program, Faculty of Cultural Sciences, University of Sumatera Utara By ENDA CHRISTIANA NORA GINTING /MBE FACULTY OF CULTURAL SCIENCES UNIVERSITY OF SUMATERA UTARA MEDAN 2017

3 Title of Thesis : SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT SLOGANS Name : ENDA CHRISTIANA NORA GINTING Reg. Number : Study Program : English Postgraduate Approved by Adviser Commission (Dr. Deliana, M.Hum.) Adviser I (Dr. T. Thyrhaya Zein Sinar,M.A.) Adviser II Head of English Postgraduate Program Dean of Faculty of Cultural Sciences (Dr. Ridwan Hanafiah, S.H., M.A.) (Dr. Budi Agustono, M.S.) Passing Date : 21 rd June 2017

4 Has been examined on Date : 21June 2017 Board of Examiners : Chief : Dr. Deliana, M.Hum (.) Members : Dr. T. Thyrhaya Zein Sinar, M.A. (.) Dr. Ridwan Hanafiah, S.H., M.A. Dr. Drs. Umar Mono, M.Hum. Rahmadsyah Rangkuti, M.A, Ph.D. (.) (.) (.)

5 DECLARATION SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT SLOGANS I certify that the thesis I wrote as one of the requirements to obtain the degree of Master of Arts from English Postgraduate Study Program, Faculty of Cultural Sciences, University of Sumatera Utara, is exactly my own work. I certify that I clearly mentioned the reference of the citations I used in some specific parts of this thesis based on norm, rule, and etiquette of the technique of a scientific writing. I certify, in the future, that I am willing to accept the sanction of the renovation of my academic degree which I receive and other sanction in accordance with the prevailing laws and regulations, provided some parts or all parts of this thesis are invented not to be my own work or to commit plagiarism. Medan, June 2017 The Writer, Enda Christiana Nora Ginting

6 i SEMANTIC ANALYSIS OF FAST FOOD ADVERTISEMENT SLOGANS ABSTRACT The aims of this study are to find out the types of meaning,and explain the ways of fast food advertisement slogans. This research is conducted by using descriptive qualitative design. The data are analyze by using The seven types of meaning is conducted by using Semantics (the study of meaning) theory by G. Leech (1983). The data are divided into Seven Types of meaning,they are; Conceptual meaning, Connotative meaning, Social meaning, Affective meaning, Reflected meaning, Collocative meaning, and Thematic meaning. The conclussion of data are taken 75 text data from 10 data Fast Food in Fast Food Advertisement Slogans. There are found Seven Types of Meaning, There are found Seven Types of Meaning,they are; Conceptual meaning, Connotative meaning, Social meaning, Affective meaning, Reflected meaning, Collocative meaning and Thematic meaning. The Dominant Types of Meaning in Fast Food Advertisement Slogans is Conceptual Meaning. Based of Conceptual meaning is dominantly in Fast Food Slogans beacause the meaning of conceptual meaning is refer to logical, cognitive, or denotative content, focus the dictionary meaning which indicates the concepts, primary is concerned with the word and thing denote. The successful application of Leech s types of associative meanings because used The types of meaning in language Advertisement Slogans to persussive the readers, it is a major commodity in the world of advertisement. Most of the studies done by contemporary authors, focus on marketing aspects of Advertisements Slogans.. Keywords: Semantics,Types of Meaning,Fast Food,Advertisement,Slogans. i

7 ii ACKNOWLEDGEMENT First of all, In the Name of Jesus Christ, I would like to big thank to the holly One and Only one, My God, Jesus of Christ for Blessing,Guidance and giving me everything health,strength, patience,and ability to finish this thesis,and also answering my prayer. In this occasion, many people have involvedin the process of completion of this thesis I would like to express big thanks to: 1. The Rector of Univeristy of Sumatera Utara Prof. Dr. Runtung Sitepu,S.H, M.A. 2. The Dean of Faculty of Cultural Sciences Dr. Budi Agustono,M.S. 3. The Head of English Postgraduate Program Dr. Ridwan Hanafiah, S.H, M.A., also as the thesis examiner. 4. The Scretary of English Postgraduate Program Dr. Drs. Umar Mono, Dipl. Trans, M.Hum.,also as the thesis examiner. 5. My great Supervaisor Dr Deliana,M.Hum for the opportunity, Support, time, patience, encouragement and remarkable supervision in guiding me. 6. The writer very would to thank to my Co-Supervisor Dr. T. Thyrhaya Zein Sinar, M.A, for her helps, guidance, advice encouragment and patience to shape the ideas into the thesis. 7. The writer would like thank also to all lectures who have shared the knowledge while studying and advice. Sir Rahmadsyah Rangkuti, M.A, Ph.D as the Thesis Examiner. 8. Especially, the writer very big thanks to My beloved Parents and Family. My Father (bapakku), Josia Ginting,S.Pd, and My Mother (mamakku) Eva Sari Br Kaban who always pray, give motivation and support me,giving full love, patience, encouregment, and also advice to the writer to pursue a higher level degree of education and contribute for human beings. My old Sisters Hilda Puspita Sari Ginting,S.Pd/Christiansen Sembiring,S.Pd,, My Old Brother Heri Oktavianus Ginting,S.Pd/ Aderina Sembiring,S.Pd, Lela Indriyanti Ginting,SE/Fereryius Surbakti, Also especially my Niece Wella Elisabeth Surbakti as my best child friend also help,anytimefor me and give the writer happy with all day,friend look at the data Advertisements, my nephew Hizkia ii

8 Putra Perdana Sembiring, nieces Rachel Biregina br Sembiring and Wella Bethseba Angelica br Surbakti. 9. Ardy Wiyani Ridwan,SS., the Adminitration Staff of English Postgraduate Study Program for all her help during my study,give information and always give me support and motivation. 10. My best Classmates in University of Sumatera Utara for their care, patient, encouragement, togetherness, shared knowledge, shared story moments and ideas during study. Finally, I hope this study will be useful for the readers. I do realize thatdue to my limited ability this study must have short comings. I welcome any suggestions and criticisms. Medan, May 2017 Enda Christiana Nora Ginting iii

9 CURRICULUM VITAE Personal Data Name : Enda Christiana Nora Ginting Place, Data of Birth : Medan, 6th February 1992 Sex : Female Religion : Kristen Protestan Nationally : Indonesia Address : Jl. Parang 2 Gang Riahna No 20 Medan Phone Number : enda.ginting@yahoo.co.id Parents 1. Father : Josia Ginting,S.Pd Place, Date of Birth : Pancur Batu, November14th 1955 Occupation : PNS in SMPN 30 Medan (a retired of Teacher) Address : Jl. Parang 2 Gang Riahna No 20 Medan 2. Mother : Eva Sari Br Kaban Place, Date of Birth : Pernantin, November14th 1963 Occupation : Housewife Address : Jl. Parang 2 Gang Riahna No 20 Medan Academic Background a. Formal Education No Year Institution SD Swasta Masehi Medan Smp Swasta Santo Yoseph Meadan Sma Negeri 17 Medan Bachelor of Education (S.Pd) of English Education in State University of Muslim Nusantara Master of Arts in English (M.A) Faculty of Cultural Sciences University of Sumatera Utara iv

10 b. Informal Education No Year Description 1 February,26th 2015 Has attended Marticulation Program for 20 hours held from February 23rd to February 26th with subjects (Introduction to linguistics, English Discourse, Indonesian Discourse, Research Methodology, and Translation) 2 August 12-13,2015 Paper Presenter at the 2nd International Seminar on Linguistics,Faculty of Humanities-Andalas University. Language and Civilization 3 December, 4th, 2015 Participant in International Seminar 2015 English Teaching,Language Research,and Language Policy (English Language and Literature Department Methodist University Of Indonesia) at Inna Dharma Deli Hotel, Medan, Indonesia. 4 December,10, 2015 Attended a Master Class On, Don t Become Lostin Translation the Communicative complexities of English in its Global Context, based on content from the Master of English in its Global Context (MEGC). 5 March, 5th 2016 Paper Presenter in National Conference on Language and Culture (NCLC) Current v

11 Issues on Language and Culture at H. T. Amin Ridwan Hall-Faculty of Cultural Sciences University of Sumatera Utara. 6 November, 29 th- 30th 2010 Presenter in International Conference on Culture and Local Wisdom (ICCLW) Globalization,National Culture, and Local Wisdom: The Sustainability and Preservation of Culture and Local Wisdom in Facing ASEAN Economic Community at Grand Kanaya Hotel Medan-Indonesia 7 December, 23rd,2016 Participant in the First International Seminar on Language, Literature and Language Learning 2016 at University of Medan. 8 April, 29th, 2017 Presenter in Second National Conference on Language and Culture Multiculturalism in Language, Society, and Cyber World at H. T Amin Ridwan Hall,Faculty of Cultural Sciences University of Sumatera Utara. vi

12 TABLE OF CONTENTS Page ABSTRACT i ACKNOWLWDGMENT... ii CURRICULUM VITAE... iv TABLE OF CONTENTS... vii LIST OF TABLES... ix LIST OF FIGURES... x CHAPTER I NTRODUCTION Background of the Study Problem of the Study Objectives of the Study Scope of the Study Significance of Study... 6 CHAPTER II REVIEW OF LITERATURE Definition of Semantics Advertisement Definition of Advertisement Slogans Fast Food Theoritical Framework Seven Types of Meaning Conceptual Meaning Connotative Meaning Social Meaning Affective Meaning Reflected Meaning Collacative Meaning Thematic Meaning Conceptual Framework Previous of Relevant Studies CHAPTER III RESEARCH METHOD Research Design Source of The Data and Data Data Source of Data Technique for Collection Data Technique of Data Analysis CHAPTER IV DATA ANALYSIS AND FINDINGS Data Analysis Seven Types of Meaning in Analysis Fast Food Advertisement Slogans Conceptual Meaning inanalysis Fast Food vii

13 Advertisement Slogans Connotative Meaning in Analysis Fast Food Advertisement Slogans Soial Meaning in Analysis Fast Food Advertisement Slogans Affective Meaning in Analysis Fast Food Advertisement Slogans Reflected Meaning in Analysis Fast Food Advertisement Slogans Collocative Meaning in Analysis Fast Food Advertisement Slogans Thematic Meaning in Analysis Fast Food Advertisement Slogans Findings of Data Seven Types of Meaning in Analysis Fast Food Advertisement Slogans Types of Meaning used in Fast Food Advertisement Slogans How the Types of Meaning are Used in Fast Food Advertisement Slogans CHAPTER V CONCLUSION AND SUGGESTION Conclusions Suggestions REFERENCES APPENDIX viii

14 LIST OF TABLES Page Tables 2.1. Seven Types of Meaning Table 2.2. The characteristics of Conceptual meaning Table 2.3. The characteristics of Connotative meaning Table 2.4. The characteristics Social meaning Table 2.5. The characteristics of Affective meaning Table 2.6. The characteristics of Reflected meaning Table 2.7. The characteristics of Collocative meaning Table 2.8. The characteristics of Thematic meaning Table 3.2. Source Data Analysis in Fast Food Advertisement Slogans.. 34 Table 4.1. Analysis Conceptual Meaning in Fast Food Advertisement Slogans Table 4.2. Analysis Connotative Meaning in Fast Food Advertisement Slogans Table 4.3. Analysis Social Meaning in Fast Food Advertisement Slogans Table 4.4. Analysis Affective Meaning in Fast Food Advertisement Slogans Table 4.5. Analysis Reflected Meaning in Fast Food Advertisement Slogans Table 4.6. Analysis Collocative Meaning in Fast Food Advertisement Slogans Table 4.7. Analysis Thematic Meaning in Fast Food Advertisement Slogans Table 4.8 Conceptual Meaning used in Fast Food Advertisement Sogans.. 69 Table 4.9 Connotative Meaning used in Fast Food Advertisement Sogans.. 74 ix

15 Table 4.10 Social Meaning used in Fast Food Advertisement Sogans Table 4.11 Affective Meaning used in Fast Food Advertisement Sogans.. 78 Table 4.12 Reflected Meaning used in Fast Food Advertisement Sogans.. 81 Table 4.13 Thematic Meaning used in Fast Food Advertisement Sogans.. 83 x

16 LIST OF FIGURES Page Figure 2.1 Flowchart Conceptual Framework Figure 3.1. The Data Source of the Study are Fast Food Advertisement Slogans Figure 3.2. Source Data Analysis in Fast Food Advertisement Slogans xi