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Created By :
Fida Nurul
Revania Mutia
Windy Jeanifer
There are many kinds of advertisement appears in the mass media. One of them
is the advertisement of electronic product. The Advertisers must use their language of
advertisement full messages. However, the consumers do not always easily understand
the language that used in advertisements. Thus, understanding meaning becomes the
most important thing in communication especially in advertising. Moreover, the main
purpose of advertisements is to deliver the messages, that should be understood by the
hearer or the reader and finally they will respond by buying or using the product that
advertised. Based on that background, this study is conducted on how the types of
meaning are appeared in the language of advertisement.
The result of this study shows that in the language of advertisement there are
several types of meaning appears and then connotative and affective meaning in is the
dominant meaning in advertisement language. It means the most advertisers use
connotative and affective words to make their advertisement meaningful and sense
able.
According to Paul Skandera and Peter Burleigh (2005:2) the system or structureof
a language (language or competence) can be described at four different levels, which
form the core areas of linguistics, sometimes called microlinguistics: (1) phonetic and
phonology deal with pronounciation or more precisely with speech sounds and the
sound system, (2) morphology covers the structure of words. (3) syntax explains
sentence patterns. ( Morphology and syntax, often combined into morphosyntax, have
traditionally been referred to as grammar). (4) lexicology and semantics describe the
vocabulary or lexicon, and explore different aspects of meaning.
In the research of meaning, we can use various kinds of media, such as advertising.
Advertising is a message about goods/products created by the manufacturer that is
delivered through the media and aims to attract consumers. Based on Dendy (2010:3)
The advertisement has 5 functions which are: providing information on the product,
persuading or affecting the consumer to consume the product, satisfying the consumer's
wishes, is a consumable tool, and capture the audience.
This research is aimed at the meaning of the analyzing in sentences. The Media
which the author uses is advertising. Advertising are chosen because they have simple
sentences but can attract everyone. In analyzing the meaning, the author uses theory
from Geoffrey Leech (1985: 23) :
1. Conceptual Meaning
2. Connotative Meaning
3. Social Meaning
4. Affective Meaning Associative Meaning
5. Reflected Meaning
6. Collocative Meaning
7. Thematic Meaning
No Sentences Types of Reason
Meaning
1. All your mobile and gaming Connotative Under one roof is
needs under one roof connotative meaning
because “Under one
roof” connotes to “place
and building” which can
be a place to do
something like buy or
sell something.