Skripsi

Language patterns in advertisement billboards in Malang / Dian Kustyasari

Abstrak
ABSTRACT Kustyasari Dian. 2010. Language Patterns in Advertisement Billboards in Malang. S-1 Thesis English Department State University of Malang. Advisor Dr. Emalia Iragiliati M.Pd. Key words language pattern advertisement functions of advertisement consumer s buying patterns This study aims at investigating the existence of language patterns in advertisement billboards. The research problem that is presented in this study is what language patterns are employed in advertisement billboards in Malang. It is followed by two sub research problems a) what are language patterns employed in advertisement billboards in Malang based on Smith s (1982) functions of advertisement and b) what are language patterns employed in advertisement billboards in Malang based on Schor s (1998) consumer s buying patterns. The study employs a qualitative-descriptive approach. The data of this study are languages in advertisement billboards. The advertisements are located at the corners of T-junctions or crossroads on the left and right sides of the main streets on the footbridges and on the outer of the stores in Malang. In collecting the data the researcher photographed advertisement billboards along the main streets in Malang wrote information related to the advertisement and sorted the advertisements. The languages then were classified based on part of speech as it is related to Trudgill (1974) definition of characteristics of registers by vocabulary differences. The classified languages were analyzed further based on the theory of function of advertisement of Smith (1982) and the theory of consumer s buying pattern by Schor (1998) in order to find out the languages patterns in advertisements based on both theories. The findings show the language patterns in advertisements that are based on Smith s (1982) function of advertisement and Schor s (1998) consumer s buying patterns. It is found that the data contain almost the same language patterns which are classified based on the use of parts of speech. The findings show that language patterns are varied as follows. In delivering informational function the language patterns that are applied in advertisements mostly contain adjective verb noun adverb and noun phrase. Advertisements that are made to persuade readers follow language patterns that focus on the use of comparative adjective comparative adverb noun verb adverb adjective noun phrase verb phrase and sentence. On the other hand languages in advertisements that are based on consumer s buying patterns follow certain patterns. If the advertisements are made as determiners of status symbols the focus of the language patterns in advertisements are on the use of noun noun phrase adjective and comparative adjective. If the advertisements are made as main stimuli for society the focuses of the language patterns in advertisements are on the use of noun adjective verb verb phrase and noun phrase. Another is that if the advertisements are made as pressures to spend money the focus of the language patterns in advertisements are on the use of noun phrase adjective verb phrase and noun. This study will be useful for future researchers in the same topic especially Linguistics students in analyzing variation of language patterns used in any field other than advertisement. The reason is that it gives adequate information in investigating the existence of language patterns in media. Thus awareness of language of society is also needed since the more language patterns used the more language variations created in society. This study will help advertisement practitioners to make a good advertisement that is suitable for the need of advertising.

Informasi Detail

DDC

Rs 428.2029 KUS l

Prodi

Universitas Negeri Malang. Program Studi Bahasa dan Sastra Inggris, 2010.

Deskripsi Fisik

xii, 109 lembar : il., tab. ; 30 cm.

Bahasa

No Reg

01848/KI/10

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang, 2010

Subjek

1. IKLAN - BAHASA, POLA
2. IKLAN - FUNGSI

Pembimbing

1. EMALIA IRAGILIATI

Lampiran Berkas