CHAPTER I INTRODUCTION
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1 1 CHAPTER I INTRODUCTION A. Background of the Study Language is one of the most important parts of mass communication. According to Bittner (as cite in Ardiano and Komala, 2005:3), mass communication is messages which communicated through a mass medium to a large number of people. Mass communication uses media in conveying the idea and message, both in printed and electronic media. Then, one of the examples of media electronic is television. In television there are many example of mass communication for example advertisement. Advertisement is a message that offers products to the society through a media (Kasali, 2007: 21). Moreover, in the advertisements there are communication between the producers and the consumers or communication between the participants who involve in the advertisement. It makes the language in the advertisement become one of the most important parts. The differences of participant s background such as sex, age, and socioeconomic class will influence different style of language especially in Indonesian language. Indonesian has kinds of deixis. For instance, it can be found in the advertisements. A word can be categorized as deixis if the referent move depends on when and where the utterances are made (Kaswanti Purwo as cited in Nadar, 2009: 54). In another words, the meaning of deixis depend on the context. For
2 2 instance, Untuk itu aku pasti pilih indosat matrix, the meaning of aku depends on the context of the speaker. The choice of deixis is important because it is related to the target of market. Moreover, the participants in the advertisement are also influence the use of deixis. Different participant s background chooses different deixis. According to Hymes (1974) in Chaer and Agustina (2004: 48), participant is the present and the roles of people and the relationship between one participant and the other participants. Both of the theories will guide this research to describe the used of deixis by the participants of the advertisements. The researcher is interested in doing this research because the researcher has not found the same research in the same field that analyze about person deixis used by the participants especially in Indonesia cellular operator advertisements. There are two biggest cellular operators in Indonesia in 2012 ( they are Telkomsel and Indosat. Telkomsel is the biggest cellular operator in Indonesia with 109 million customers in Then, the second position is Indosat with 52 million customers in Telkomsel releases 3 products, they are; Kartu Halo, Simpati and As. On the other side, Indosat also releases 3 products; they are Matrix, Mentari and Im3. Those products have different segmentation so each of the advertisement uses different style of language. By the explanation above, the researcher is interested in doing a research entitled The Analysis of Person Deixis Used by the Participants of Indonesia Cellular Operator Advertisements that are found in national television such as
3 3 RCTI and SCTV. The researcher interested to analyze kinds of person deixis that found in the advertisements and how the person deixis are used by participants of Telkomsel and Indosat advertisements. Those operators are chosen because they are the two biggest cellular operators in Indonesia. B. Statement of the Problem Based on the background of the problem, there are two problems of this research: a. What kinds of person deixis that are found in Telkomsel and Indosat advertisements? b. How person deixis used represent participants in the advertisement of Telkomsel and Indosat C. Purpose of the Research There are two purposes of this research, they are: a. To find and classify kinds of person deixis found in Telkomsel and Indosat advertisements. b. To describe person deixis used represent participants of Telkomsel and Indosat advertisements. D. Significance of the Research There are two kinds of the significance of this research. They are theoretical benefits and practical benefits.
4 4 1. Theoretical Benefit: a. This study will give more information about linguistic study especially the study of deixis and participants. b. The result of this study can be reference for another researcher who interested to analyze about deixis and participants. 2. Practical Benefit a. The result of this study can be used as materials in learning deixis and participants. b. The result of this study can help the producers of advertisement to choose the appropriate deixis in order to make better advertisements. E. Scope of the Research The researcher focuses on the advertisements which contain oral verbal communications of Telkomsel and Indosat advertisements in television that present from January 2013 until January Besides, this research also only focuses on person deixis used by the participants who are involved in the advertisements. F. Underlying Theories This research uses Semantics theory about person deixis and Sociolinguistics theory about participant. Deixis theory is proposed by Yule (2006: 115) who states the word deixis means pointing, showing, indicating,
5 5 displaying, demonstrating, or referencing via language. In another words, deixis is the utterance that depend on context of the utterance. There are three types of deixis based on Yule; they are person deixis, time dexis (temporal deixis), place deixis (spatial deixis). Meanwhile, there are five types of deixis according to Levinson (1983) namely, person deixis, time deixis, place deixis, discourse deixis and social deixis (Nadar, 2009:62). This research focuses on person deixis. The concern of person deixis is the encoding of the participant s role in the speech event. In addition, Participant s theory is proposed by Dell Hymes (1974): Participant includes the people present and the roles they play, or the relationships they have with other participants. (Chaer and Agustina, 2004:48) From the quotation above can be known that a participant is the speaker (addresser) and the hearer (addressee) that has role in the certain situation. In this research, the participants are the people who are involve in the advertisements and the target market of the advertisement. G. Method of the Research 1. Data Source The data of this research are the advertisement of Telkomsel and Indosat that are found in national television.the researcher chooses Telkomsel and Indosat because those operators are the two biggest operators in Indonesia. Besides, those operators also have different segmentations that make the producers of advertisement from those operator use different style of language, so
6 6 the researcher assumes that there are many kinds of person deixis found in advertisements of Telkomsel and Indosat. In addition, the researcher also assumes that there are many referents from the person deixis used by participants who are involved in those advertisements. 2. Method and Technique of Collecting Data This research used observation non participative method to collect the data. Observation means observe and record the data of an object systematically phenomenon which is investigated (Sukandarrumidi, 2004: 67). In addition, observation non participative means the researcher is outside the research object which are observe, and the researcher doesn t follow their activity. Besides, the technique of the research used transcription technique. It is because the data are video of advertisements. 3. Method and Technique of Analyzing Data This research used qualitative descriptive method to analyze person deixis s terms. The analyses of person deixis are including kinds of person deixis and how the person deixis used represent participants who are involved in the advertisements of Telkomsel and Indosat. The steps of analysis, firstly, the researcher will identify the data. Secondly, the researcher will classify and describe kinds of person deixis that has been found into third terms of person deixis (first person, second person, and third person). Then, the researcher describes and analyzes how person dexis used represent participants of Telkomsel and Indosat advertisements.
7 7 H. Organization of Writing There are five chapters in this research. The organizations of writing in this paper are: 1. Chapter I Introduction There are many subchapters in chapter I. It includes background of the problem, statement of the problem, purposes of the research, significance of the research, scope of the research, underlying theory, method of the research, and organization of writing. 2. Chapter II Literary Review In this chapter, the researcher explains about the previous study, and theoretical review. The theoretical Review includes Sociolinguistics, Semantics, Advertisement, Telkomsel, and Indosat. 3. Chapter III Method of Research In this chapter, the researcher explains about the research design, technique of data collection, population and sample, technique of data analysis, and technique of data presentation. 4. Chapter IV Discussion This chapter describes the result of the research that covers the identification, description, and classification kinds of person deixis and how the person deixis used represent participants of Telkomsel and Indosat advertisements. 5. Chapter V Conclusion This chapter gives the main points based on the previous chapters.
CHAPTER III RESEARCH METHOD. means that research method is very important in guide the researcher reach the
17 CHAPTER III RESEARCH METHOD The purposes of the research can be reached by using research method. It means that research method is very important in guide the researcher reach the purposes. In this
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