SCHEMATIC STRUCTURE AND COMMUNICATIVE
PURPOSES OF ADVERTISEMENTS
FOUND IN COSMOPOLITAN MAGAZINE
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Institusion
Universitas Katolik Soegijapranata
Author
Kusuma, Yulia Arum Hera
Subject
820 English and Old English literatures
Datestamp
2015-09-28 01:56:19
Abstract :
This study was conducted to portray some aspects of the contextual configuration of texts related to advertisement. The advertisements from Cosmopolitan Magazine was chosen as the main data because the advertisements found in Cosmopolitan Magazine serve the life style of modern women. The problems addressed in this study are: (1) What are the schematic structures found in advertisement of Cosmopolitan Magazine; (2) What are the communicative purposes served in the advertisements. The study was based on the model analysis offered by Eggins (1994) and Courtland and William (1994). Eggins and Courtland and William described how the advertisement uses language to achieve appropriate goals through the concept of genre. The result revealed that the advertisements could be three dominant categorizes as the schematic structures. The linear description of findings out the schematic structure of advertisement is Text ^ Picture ^ Brand. There are found of communicative purposes of advertisement that found in Cosmopolitan Magazine. The communicative purpose of advertisement based on the findings of schematic structure is brand, picture and text. Brand has a communicative purpose to remind someone of something. Text, has eight communicative purpose giving information, directing the consumer, building brand, eliciting and replying, offering the product, demonstrating the product, emphasizing the product, and expectation of something from consumers. Picture has a communicative purpose to capture the audience attention.
This study was conducted to portray some aspects of the contextual configuration of texts related to advertisement. The advertisements from Cosmopolitan Magazine was chosen as the main data because the advertisements found in Cosmopolitan Magazine serve the life style of modern women. The problems addressed in this study are: (1) What are the schematic structures found in advertisement of Cosmopolitan Magazine; (2) What are the communicative purposes served in the advertisements. The study was based on the model analysis offered by Eggins (1994) and Courtland and William (1994). Eggins and Courtland and William described how the advertisement uses language to achieve appropriate goals through the concept of genre. The result revealed that the advertisements could be three dominant categorizes as the schematic structures. The linear description of findings out the schematic structure of advertisement is Text ^ Picture ^ Brand. There are found of communicative purposes of advertisement that found in Cosmopolitan Magazine. The communicative purpose of advertisement based on the findings of schematic structure is brand, picture and text. Brand has a communicative purpose to remind someone of something. Text, has eight communicative purpose giving information, directing the consumer, building brand, eliciting and replying, offering the product, demonstrating the product, emphasizing the product, and expectation of something from consumers. Picture has a communicative purpose to capture the audience attention.
File :
00.80.0015 Yulia Arum Hera Kusuma COVER.pdf
00.80.0015 Yulia Arum Hera Kusuma BAB I.pdf
00.80.0015 Yulia Arum Hera Kusuma BAB II.pdf
00.80.0015 Yulia Arum Hera Kusuma BAB III.pdf
00.80.0015 Yulia Arum Hera Kusuma BAB IV.pdf
00.80.0015 Yulia Arum Hera Kusuma BAB V.pdf
00.80.0015 Yulia Arum Hera Kusuma DAFTAR PUSTAKA.pdf
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