AN ANALYSIS
OF LANGUAGE
POWER IN
GARUDA
AIRLINE
ADVERTISEMENTS
A THESIS
BY : ANNA SIMBOLON REG. NO. 110705073
DEPARTMENT OF ENGLISH FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN2016
1 Universitas Sumatera Utara
2 Universitas Sumatera Utara
Approved by the Department of English, Faculty of Cultural Studies University of Sumatera Utara (USU) Medan as thesis for The Sarjana Sastra Examination.
Head,
Secretary,
Dr. H. Muhizar Muchtar, MS.
Rahmadsyah Rangkuti, MA. Ph.D
NIP. 19541117198003 1 002
NIP. 19750209 200812 1 002
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Accepted by the Board of Examiners in partial fulfillment of requirements for the degree of Sarjana Sastra from the Department of English, Faculty of Cultural Studies University of Sumatera Utara, Medan.
The examination is held in Department of English Faculty of Cultural Studies University of Sumatera Utara on Tuesday, 18th February 2016
Dean of Faculty of Cultural Studies University of Sumatera Utara
Dr. H. Syahron Lubis, MA NIP. 19511013 197603 1 001
Board of examiners
Dr. H. Muhizar Muchtar, MS.
_____________
Rahmadsyah Rangkuti, MA. Ph.D
_____________
Dr. Masdiana Lubis, M.Hum
_____________
Dr. Nilzami Raswief, M.Hum
_____________
Dr. DelianaM.Hum
_____________
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ACKNOWLEDGEMENTS Firstly, I would like to express my gratitude to The Almighty God, Jesus Christ for his mercy and grace so I can finish writing this thesis in order to fulfill the requirements for having bachelor degree. Then, I would like to express my sincere gratitude and aprreciation to those who have helped me in accomplishing my thesis, they are : 1. My beloved parents, Toga Simbolon and Lesteria Siagian who have dedicated their life for me especially in doing my thesis. Thank you for loving, supporting and giving everything to me. You are my strength, my life, and my everything. I do love you and I dedicate this thesis for you. 2. Dr. H. Syahron Lubis, MA as The Dean of Cultural Studies Faculty, University of Sumatera Utara, Dr. Muhizar Muchtar, MS as The Head of English Department, University of Sumatera Utara, and Rahmadsyah Rangkuti, MA. Ph. D. as The Secretary of English Department, university of Sumatera Utara. 3. Dr. Hj. Masdiana Lubis, M.Hum as my supervisor and Dr. Umar Mono. Dipl. Trans, M.Hum as my co-supervisor who have helped me in doing my thesis by supervising me, giving a valuable ideas, spending much time, enhancing my spirit and having much contribution in accomplishing my thesis. 4. All of the lecturers of English Departmentwho have given me much knowledge and experience as long as I was studying in English Department. 5. My beloved sisters and brothers, Jimmy Simbolon, Firman Simbolon, Maralus Simbolon, and my very special sister Restu Simbolon. Thank for being my great brothers and sisters through the up and down in doing my i Universitas Sumatera Utara
thesis. Thank you for helping me, supporting me always, and giving countless advices to me. And special thanks to my two nieces, Justine Bonatua Sinambela and Angel Natalia Sinambela. 6. My lovely grandma, L. Nainggolan. I thank God for everything you have given as long as I was in a college. 7. „INNOVATIVE‟Rinova Simanungkalit, Nova Kristina Op. S, Mesrani Tumanggor, Raja Guntar Simamora, Ridho Vandy Ambarita, Dani Saputra Tarigan, and Donna P. Aritonang. Thank you for being my great bestfriends, being my brothers and sisters who always support me always. This space is not enough to express my appreciation to you all. I just thank God for letting me have you in my life. I love you all. 8. My friends in English Department 2011, especially Cristine Falentina, Evcis Sonia, Herta Gultom, Sola Josua, Fachruniand everyone who can not be mentioned one by one who keep supporting and convincing me in doing my thesis. 9. My bestfriends Yohana RJ. S, thank you for being such a lovely bestfriend who always reminds me to do my thesis, support me when I felt so bad, and every single things you have given to me. Ella Dyna, Chetrin, Hotma, Eva, Maria, Ida and everyone who can not be mention one by one. Thank you girls for supporting me, reminding me to keep relying on God. 10. My lovely sisters Sri Hadriani, Sri Devi, Yuni Tumanggor, Dita, Rosana, and Rada. Thank you for being nice sisters for me.
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Finally, this thesis is far from being perfect, so I thanks all of you who have given ideas and support to complete this thesis. Medan, February
2016
The Writer
Anna Simbolon Reg. No. 110705073
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AUTHOR’S DECLARATION
I, ANNA SIMBOLON, DECLARE THAT I AM THE SOLE AUTHOR OF THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A THESIS BY WHICH I HAVE QUALIFIED FOR OR AWARDED ANOTHER DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT DUE ACKNOWLEDGEMENTS IN THE MAIN TEXT OF THIS THESIS. THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER DEGREE IN ANY TERTIARY EDUCATION.
Signed
:
Date
: January 26th, 2016
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COPYRIGHT DECLARATION
NAME
: ANNA SIMBOLON
TITLE OF THESIS
: AN ANALYSIS OF LANGUAGE POWER IN GARUDA
AIRLINE ADVERTISEMENTS
QUALIFICATION
: S-1/ SARJANA SASTRA
DEPARTMENT
: ENGLISH
I AM WILLING THAT MY THESIS SHOULD BE AVAILABLE FOR REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES, UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER THE LAW OF THE REPUBLIC OF INDONESIA.
Signed
:
Date
: January 26th, 2016
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ABSTRACT
This thesis entitled “An Analysis of Language Power in Garuda Airline Advertisements” analyzes language power in Garuda Airline advertisements in influencing the readers. The power of language itself is realized through language features used and how they influence the readers to use the product advertised as the main aim of an advertisement. The data are taken from 28 advertisements in Garuda Airline published in 2014 to 2015. The 28 advertisements are analyzed by using descriptive qualitative method. Based on the data analysis, the language features found are short sentences short sentences, simple sentences, cliches, favorable words, imperative sentences, interrogative sentences, punctuation and abbreviation.Theuse of each feature influences the readers through the words used in each of features. Short sentence influence the readers by giving words that are easy to understand and remember. Simple sentence influence the readers by using words that reduce the difficulties of the text, so the words given are simple. Cliches (buzz word) influence the reader by using word that are common in advertising such as discount and sale. Favorable words influence the readers by giving a positive image to the product advertised to strengthen the reader‟s belief towards the product advertised. Imperative sentences influence the readers by using words that ask the reader to have an interest in using or buying the product advertised. Interrogative sentences give words that look like asking something, however virtually the sentences ask the readers to use or buy the product advertised. Punctuation influence the readers by giving emphasizing in order to make the adertisement influence the readers strongly. The last feature is abbreaviation. The use of abbreviation influences the readers by making a more interesting words that make the advertisement becomes interesting. Based on the analysis, short phrase and imperative sentences are mostly used in the data discussed. Imperative sentences influences the reders by the imperative words used such as fly, book, contact and so on. The use of short sentence is preferred as short phrases contains viewer words. So, the readers understand the text easily as long phrase/sentence will drain the reader‟s interest in reading a text. Key words : language power, language features
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ABSTRAK
Skripsi yang berjudul “An Analysis of Language Power in Garuda Airline Advertisements” ini menganalisis kekuatan bahasa di dalam iklan penerbangan Garuda dalam mempengaruhi pembaca. Kekuatan bahasa tersebut dilihat dari fiturfitur bahasa yang digunakan dan bagaimana tanda-tanda bahasa tersebut mempengaruhi pembaca untuk menggunakan produk yang diiklankan sebagaimana tujuan utama dari sebuah iklan. Data yang diambil adalah teks di 28 iklan Garuda Airline yang diterbitkan selama tahun 2014 sampai 2015. Ke 28 data tersebut dianalisis dengan menggunakan metode deskriptif kualitatif. Dari hasil analisis data, ditemukan bahwa fitur-fitur bahasa yang digunakan adalah short sentences, simple sentences, cliches, favorable words, imperative sentences, interrogative sentences, punctuation and abbreviation.Penggunaan masing-masing fitur bahasa ini mempengaruhi pembaca dengan kata-kata yang digunakan didalam fitur tersebut. Short sentence mempengaruhi pembaca dengan memberikan kata-kata yang mudah dimengerti dan diingat. Simple sentence mempengaruhi pembaca dengan memberikan kata-kata dengan mengurangi kesulitan sebuah teks, sehingga teks yang diberikan sederhana saja. Cliches (buzz wordz) mempengaruhi pembaca dengan katakata yang sudah biasa didalam periklanan seperti diskon dan sale. Favorable words mempengaruhi memberikan kata-kata positif terhadap produk yang diiklankan yang menguatkan keyakinan pembaca terhadap produk yang diiklankan.Penggunaan imperative sentence mempengaruhi pembaca dengan kata perintah yang ada didalam kalimat tersebut sehingga pembaca memiliki niat untuk menggunakan produk yang diiklankan. Interrogative sentences memberikan kata-kata yang seolah olah menanyakan sesuatu kepada pembaca namun pada intinya adalah untuk menawarkan produk yang diiklankan. Punctuation mempengaruhi pembaca dengan memberikan penguatan terhadap suatu iklan sehingga iklan tersebut mengajak pembaca dengan kuat. Yang terakhir adalah abbreviation yang mempengaruhi pembaca dengan memberikan kata-kata yang lebih menarik dengan penggunaan abbreviation itu sendiri. Dari fitur-fitur tersebut, yang paling banyak ditemukan adalah short phrase dan imperative sentence.Penggunaan imperative sentence mempengaruhi pembaca melalui kata perintah yang digunakan (fly, book, contact dan lain lain). Penggunaan short phrase lebih dipilih didalam data yang dianalisis karena short phrase memiliki jumlah kata yang lebih sedikit, sehingga pembaca bisa mengerti teks dengan mudah, karena long phrase/sentence akan menguarangiketertarikan pembaca didalam membaca sebuah teks. Kata kunci : kekuatan bahasa, fitur-fitur bahasa
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TABLE OF CONTENTS ACKNOWLEDGEMENT ..................................................................................... i AUTHOR’S DECLARATION............................................................................ iv COPYRIGHT DECLARATION ..........................................................................v ABSTRACT .......................................................................................................... vi TABLE OF CONTENTS ................................................................................... viii CHAPTER I
:
INTRODUCTION ............................................................1 1.1 Background of The Study ............................................1 1.2 Problem of The Study ..................................................8 1.3 Objective of The Study ................................................8 1.4 Scope of The Study ......................................................8 1.5 Significance of The Study ............................................9
CHAPTER II
:
REVIEW OF RELATED LITERATURE .................10 2.1 The Power of Language ..............................................10 2.1.1 Power in Discourse ..................................................11 2.1.2 Power Behind Discorse ............................................13 2.2 Advertisement .............................................................13 2.1 The Defenition of Advertisement ...............................13
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2.2.2 The Function of Advertisement .................................15 2.2.3 The Principles of Advertisement ................................16 2.3 Language in Advertisement ..........................................17 2.3.1 Language Features .....................................................19 2.3.1.1 Short Sentences .......................................................19 2.3.1.2 Simple Sentences ....................................................21 2.3.1.3 Cliches (buzz words) ...............................................22 2.3.1.4 Favorable Words .....................................................23 2.3.1.5 Imperative Sentence ................................................24 2.3.1.6 Interrogative Sentence .............................................26 2.3.1.7 Alliteration ..............................................................27 2.3.1.8 Repetition ................................................................29 2.3.1.10 Abbreviation .........................................................31 2.4 Relevant Studies ............................................................32 CHAPTER III
: METHODOLOGY……………………………………….34 3.1 Research Method ...........................................................34 3.2 Data and Data Source ....................................................35 3.3 Data Collecting Method ................................................35
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3.4 Data Analysis Method ...................................................35 CHAPTER IV:
ANALYSIS AND FINDING .............................................37 4.1 Language Features ........................................................37 4.2 The Influence of Language Features .............................42 4.3 The Most Dominant Language Features .......................80 4.4 Findings ........................................................................81
CHAPTER V
:
CONCLUSION AND SUGGESTION .............................91 5.1 Conclusion ...................................................................95 5.2 Suggestion ....................................................................97
REFERENCES .....................................................................................................98 APPENDICES
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