A DISCOURSE ANALYSIS OF DUREX ADVERTISEMENTS

Garinta Rahmawati, Ade (2016) A DISCOURSE ANALYSIS OF DUREX ADVERTISEMENTS. S1 thesis, Universitas Negeri Yogyakarta.

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Abstract

The objectives of the research are (1) to identify the types of linguistic features employed in Durex advertisements, (2) to describe the advertising contexts of Durex advertisements, and (3) to reveal the communicative functions of Durex advertisements. This research employed discourse analysis as the approach of analysis. It was conducted by using a combination of qualitative and quantitative method. The data of this research were taken from Durex advertisements. The data were in the form of words, phrases, clauses, and sentences. The contexts of the data were the texts of Durex advertisements. The technique of data analysis was content analysis. Triangulation was used to establish the reliability of data and to ensure the findings. Hence, it can enhance trustworthiness. The results of this research are explained as follows. First, there are eight types of linguistic features employed in Durex advertisements. Ellipsis is the most often occurring type. Durex wants to provide the information of their products briefly. Moreover, ellipsis makes the sentence short and concise. Second, the eight categories of advertising contexts can be identified in Durex advertisements. It implies that contexts take an important role in advertising. The contexts of advertising determine the way audience perceive the intended messages of the advertisements. In addition, it helps audience to interpret the meaning of the advertisements. Third, Durex advertisements fulfill four general communicative functions of advertisement. It indicates that all forms of advertising deliver messages to consumers. Advertising allows people to know the new product, to make impression on consumer’s mind, to maintain positive attitudes toward the brand, to form a strong motivation to take an action, and to establish a strong brand loyalty for repeated purchases.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	communicative function of advertisement, Durex
Subjects:	Bahasa dan Sastra > Bahasa dan Sastra Inggris
Divisions:	Fakultas Bahasa, Seni dan Budaya (FBSB) > Pendidikan Bahasa Inggris > Sastra Inggris
Depositing User:	Admin Pendidikan Bahasa Inggris FBS
Date Deposited:	02 Aug 2016 07:20
Last Modified:	30 Jan 2019 10:04
URI:	http://eprints.uny.ac.id/id/eprint/37882

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