PRINTED ADVERTISEMENT ANALYSIS

Ni Ketut, Dewi Yulianti,S.S.,M.Hum (2013) PRINTED ADVERTISEMENT ANALYSIS. [Experiment]

Abstract

Talking about discourse, a printed advertisement is really interesting to be analyzed. One of interesting printed advertisements is about a hotel. The words constructed in it are expected to attract the attention of the readers and make them choose it, since it is intended for increasing the sale of the company in this case the hotel itself. This paper will discuss about a printed advertisement of St Regis hotel with the focus of discussion about the text organization, text structure, coherence, cohesiveness, and also about the Hallidayan approach. The discourse will be analyzed with the three aspects that proposed by Halliday, namely field, tenor and mode. Field refers to what is happening to the nature of social action that is taking place (the subject matter), tenor refers to who is taking part, to the nature of the participant, their status and roles, and mode refers to what part of language is playing, what it is the participants are expecting the language to do for them in that situation : the channel (spoken or written), the rhetorical mode, what is being achieved by the text in term of such categories as persuasive, didactic, expository and the like. In terms of coherence, the text will be analyzed from the unity of the messages or ideas, and in terms of cohesiveness it will be analyzed from the interrelation between or among sentences or paragraph that form the text. This interrelation is related by cohesive devices, both grammatical and lexical cohesive devices. Keywords: Printed Advertisement, Coherence, Cohesiveness

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