Husein, Erdi Fuadi (2009) Phrases employed in chip's advertisement headlines / Erdi Fuadi Husein. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
In the world of advertisement the success of an advertisement is mostly decided by its headlines and there seems to be no denial of this fact (Alderen 2008). Advertisement with no headline attached will lose one major point of selling prospect because the headline of advertisement is the first thing which can attract the reader s interest. To reach a great success in publicity an advertiser needs a certain type of medium. Magazine as one of written communication media has a special characteristic especially in presenting its advertisement. Advertisements in a magazine are created creatively. The writer decides to choose computer magazine CHIP as the object in this thesis. It is one of the best-selling computer magazines in the world. The popularity of this magazine warrants its reputation and credibility. Phrase is used as the level of analyses since advertisement headline rarely involves sentence structure (Rouse 1957). The pattern which is used as a basis of the study is the syntactic structures as stated in Francis (1958). The purpose of this study is to identify the types of phrases and determine the frequency of each type used as headlines in CHIP. The usages of the headlines are expected to be identified from the types of patterns and their occurrences. The design of the study was descriptive-quantitative. The population of this study is all of advertisements found in CHIP published from July to December 2008. The sampling technique applied here was simple random sampling. In acquiring the data the basic procedures suggested by Berelson (1954) were used. The study obtained following findings. Among all of advertisement which use phrases as their headlines 22 are in the form of verb phrase (54.38%) 19 are in the form of noun phrase (45.24%) and only one is in form of adjective phrase (2.38%). No adverbial and prepositional phrase is used as headline. Verb phrases used as headlines mostly comes in the structure of complementation (90.9%). Structure of modification and coordination is also used but they are only used once each (4.55%). Different from verb phrase which employs numerous types of structure all of noun phrases are in the form of structure of modification. The only adjective phrase appears in structure of modification. Based on the pattern verb phrase occurs in three type that is 1) VP 61664 V NP 2) VP 61664 V PP 3) VP 61664 V NP PP). First pattern is used by 9 headlines (40.1%) second pattern used by two headlines (9.9%) while the last pattern is used by 11 (50%) advertisement headlines. Pattern of noun phrase are 1) Modifier Head 2) Modifier Head - Modifier 3) Head Modifier. There are eight headlines (42.15%) using the first pattern nine headlines using the second pattern (47.37%) and two headlines using the last pattern (10.52%). The only adjective phrase uses Modifier Head pattern. The verb phrases also rarely state the kinds of product being advertised. Among the entire verb phrase 19 of them (86.36) did not mention the name of product nor the kinds of product. Only two advertisements (9.09%) state the name of product in their headline and one (4.55%) advertisement tells the reader what kind of product they are advertised in the headline. Noun phrase is used by the advertiser to clarify the thing being advertised to give an emphasis about a special feature in a certain product and to give a certain character to the product. Similar to verb phrase used as headline the noun phrase headline does not frequently mention the kind or the name of product only seven (36.84%) of them mention the kind of product while the other 12 (63.16%) phrases do not mention the name of the product nor do the kinds of product being advertised. The only adjective also does not mention the kind or the name of the product. It is used to attribute characteristic to the advertised product. Although verb phrases appear in various syntactic structures the usage is only to ask readers to gain certain advantage from the advertised product. Noun phrases in other hand can be used to attribute a character and clarify the advertised product. However similar to verb phrases noun phrases are also can be used to state the certain advantage in using the product. Concerning about unspecified kinds of products and their brand the advertiser depend on other elements of advertisement and the intelligence of the readers. Some suggestions are offered related to the study. Advertisers can put specific terms which possibly invite readers interest. However too advanced technical terms should be avoided since it will lead audiences into confusion. Future researchers may use this study as the reference however they hopefully include advertisements illustration body copy and other elements as the parts of analysis and carry out thorough analysis about advertisement.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Sastra (FS) > Departemen Sastra Inggris (ING) > S1 Bahasa dan Sastra Inggris |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 28 Jul 2009 04:29 |
| Last Modified: | 09 Sep 2009 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/10902 |
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