AN ANALYSIS OF DICTION USED IN MAGAZINE ADVERTISEMENTS

A THESIS BY: ROMAULI SIMBOLON Reg. 060705027

ENGLISH DEPARTMENT FACULTY OF LETTERS UNIVERSITY OF SUMATERA UTARA MEDAN 2010

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AUTHORS DECLARATION

I, Romauli Simbolon, declare that I am the sole author of this thesis. Except where references is made in text of this thesis, this thesis contains no material published else where or extracted in whole or in part from a thesis by which I have qualified for awarded another degree.

No other persons work has been used without due acknowledgement in the main text of the thesis. This thesis has not been submitted for aware of another degree in any tertiary education.

Signed : Date : 29 June 2010

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COPYRIGHT DECLARATION

Name Title of this thesis Qualification Department

: Romauli Simbolon : An Analysis of Diction Used in Magazine Advertisements : S-1/ Sarjana Sastra : English

I am willing that my thesis should be available for reproduction at the discretion on the librarian of the English Department, Faculty of Letters, University of Sumatera Utara on the understanding that users are made aware of their obligation under law of the Republic Indonesia.

Signed : Date : 29 June 2010

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ACKNOWLEDGEMENTS First, I would like to give thanks to my savior Jesus Christ who always gives me His blessings, guidance and spirit to finish this thesis. The thesis deals with Diction used in Magazine Advertisements. I would like to say thank to some lecturers who helped and guided me to write this thesis, they are: 1. Prof. Syaifuddin, M.A., Ph.D as the Dean of Faculty of Letters in University of Sumatera Utara. 2. Dra. Swesana M Lubis, M.Hum as the Head of English Literature Department in University of Sumatera Utara. 3. Drs. Parlindungan Purba, M.Hum as the Secretary of English Literature Department in University of Sumatera Utara. 4. Dra. Masdiana Lubis, M.Hum as my Supervisor and Drs. Perdamen Perangin-angin, M.A, as my Co-Supervisor for the precious advices, supporting assistance and understanding that motivated me to finish this thesis. 5. Dra. Persadanta Br karo, M.Hum as my Academic Supervisor for the encouragement during my study at English Literature Department in University of Sumatera Utara. I also thank all of sisters in my lovely small group Abighael: K Mafe, Debora and Miss who always support me with their love, care, pray and attention. Its one of God blessings when I have friends like you all. Thank you for being best my friends. God Bless Us!!! I say thanks to God for giving me parents, my gentle Father, K. Simbolon and my warm Mother, M br. Sianturi who loves cares and struggles hard to fulfil all my needs. Thank you for your praying. I dedicate this thesis to you. Thank to God for giving me a best mother like my Late Mother, T. Sianturi See you in heaven, Mom, and I will always love you. Thank to Simbolon Family, all my best sister, Emris Simbolon, Rusmawan Simbolon, Ernita Simbolon, Darlia Simbolon, Shyntia Simbolon and my best brother Taripar Tua Simbolon, Rudi Simbolon thanks for all cares and

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supports in finishing my study. Thank to my grandfather, J. Simbolon and my Grandmother, T. br. Silalahi, for your praying. Hope that you proud of me. Thank to my sweetest and funniest cousins, and all my brothers and sisters for your support and cares. Finally yet importantly, I would like to say thanks to my friends Nova, Junastri, Novi, Yosi, Nellissa, Giat, Joni, Elpan, Dix, Hendra and Rances for all the time and laughter we had shared together. I would like to thanks to other friends that have time to share especially Veronika Sianturi, Kristina Butar-butar, Eva Sinuhaji, Destiny Manalu, Benny Hutauruk, and Harsen Silalahi for your supports and cares, and give me time to share. Thanks a lot for everything that they have done for me. Finally, I hope this thesis will always be beneficial for the readers. Medan, June 2010

Romauli Simbolon Reg.No 060705027

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ABSTRAK Skripsi yang berjudul An Analysis of Diction Used in Magazine Advertisements merupakan suatu kajian mengenai pilihan kata yang digunakan dalam iklan di majalah. Skripsi ini menganalisis tentang makna dan gaya bahasa yang tediri dari personifikasi, hiperbola, metafora, metonimia, dan simile yang digunakan dalam 20 iklan di majalah. Adapun metode yang digunakan dalam menulis skripsi ini adalah metode kepustakaan, dalam mengumpulkan data penulis menggunakan metode catat (written method), sedangkan dalam menganalisis data digunakan metode deskriptif kualitatif yang dikembangkan oleh Bungin (2001: 290). Di dalam menganalisis data, penulis menggunakan teori dari Gorys Keraf dalam bukunya yang berjudul Diksi dan Gaya Bahasa. Setelah menulis skripsi ini, penulis mendapat temuan bahwa dalam iklan- iklan di majalah terdapat makna denotasi dan konotasi. Tetapi, iklan- iklan tersebut hendaknya diartikan dengan makna konotasi. Adapun kata- kata yang bermakna konotatif berdasarkan data- data yang ada antara lain, sound; smooth; indulge; tame; tackle; bloom; help; cleanse; purify; strengthen; make; radiant as a dazzling star. Katakata tersebut di atas hendaknya jangan diartikan secara denotasi, kata- kata tersebut hendaknya diartikan secara konotasi bila diterapkan dalam iklan di majalah. Temuan lain yang didapat penulis adalah iklan- iklan dalam majalah menggunakan kata- kata kunci atau key words yang membuat iklan tersebut tampak menarik, contohnya dapat kita lihat pada contoh berikut: kata kunci yang membuat iklan tersebut menjadi personifikasi adalah: JAZZ THE NEW SOUND OF COLA INDULGE YOUR SENSE. Seperti yang kita ketahui bahwa Jazz adalah sejenis minuman dan tidak bisa bersuara seperti manusia. Sedangkan kata kunci yang membuat iklan tersebut menjadi hiperbola adalah: THE MIRACLE BEHIND THE CRYSTAL SKIN, pembuat iklan terlalu melebih- lebihkan kenyataan. Mereka mempengaruhi orang lain bahwa produk tersebut akan memberikan dampak yang sangat besar, kulit kita akan terlihat seperti kristal. Namun, kita tidak bisa menjamin itu dapat terjadi. Kata kunci yang membuat iklan tersebut menjadi metafora adalah: BRUSH LIKE A DENTIST, berarti pembuat iklan mencoba untuk membandingkan dua hal yang hampir memiliki kesamaan. Dalam iklan tersebut pembuat iklan membandingkan sikat gigi tersebut dapat menyikat gigi seperti yang dilakukan oleh dokter yang lebih berkompetensi dalam hal menyikat gigi. Kata kunci yang menggunakan metonimia adalah: OCEAN SPRAY CRANBERRIES, seperti yang kita ketahui bahwa cranberries adalah sejenis buah berry. Kata kunci yang menggunakan simile adalah: ITS CELESTIAL. JUST LIKE YOUR LOVE. Dalam iklan ini, pembuat iklan mencoba untuk membandingkan dua hal yang berbeda, keindahan celestial diamonds dibandingkan dengan keindahan cinta seseorang walaupun sebenarnya keduanya berbeda. TABLE OF CONTENTS

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TABLE OF CONTENTS

ACKNOWLEDGMENTS ................................................................................

ABSTRACT ....................................................................................................... iii TABLE OF CONTENTS.................................................................................. iv CHAPTER I INTRODUCTION 1.1 Background of the Analysis .................................................. 1.2 Problems of the Analysis ...................................................... 1.3 Objectives of the Analysis .................................................... 1.4 Scope of the Analysis ............................................................ 1.5 Significances of the Analysis ................................................ CHAPTER II REVIEW OF LITERATURE 2.1 Definition of Diction ............................................................ 2.1.1 Diction .......................................................................... 2.1.2 Denotation and Connotation ........................................ 7 7 9 1 4 5 5 6

2.1.3 The Qualities of Diction ............................................... 11 2.2 Advertisement and Magazine ............................................... 18 2.2.1 Advertisement .............................................................. 18 2.2.2 Magazine ...................................................................... 22 2.2.3 The Relation of Advertising and Magazine ................. 24 CHAPTER III RESEARCH METHOD 3.1 Research Design .................................................................... 26 3.2 Data and Data Source ............................................................ 27 3.3 Data Collecting Method ........................................................ 27 3.4 Method of Analysis ............................................................... 28

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CHAPTER IV DATA ANALYSIS 4.1 Introduction ........................................................................... 29 4.2 Diction and Kinds of Figurative Language ........................... 30 4.2.1 Food and Beverage ...................................................... 32 4.2.2 Fashion ......................................................................... 35 4.2.3 Health and Beauty ........................................................ 39 4.2.4 Automobile................................................................... 46 4.2.5 Electronic tools............................................................. 49 CHAPTER V CONCLUSIONS AND SUGGESTIONS 5.1 Conclusions ........................................................................... 52 5.2 Suggestions ........................................................................... 53 BIBLIOGRAPHY

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