Perpustakaan Unika

A SEMANTIC ANALYSIS OF TAGLINES IN ENGLISH

ADVERTISEMENTS OF AUTOMOTIVE, ELECTRONIC,
AND WOMAN BEAUTY PRODUCTS

A THESIS

By:

David Sugitanoto

St. Number: 05.80.0052

ENGLISH LETTERS STUDY PROGRAM

FACULTY OF LETTERS
SOEGIJAPRANATA CATHOLIC UNIVERSITY
SEMARANG
2008

ABSTRACT

Perpustakaan Unika

In the advertisement world, a lot of phrases are found behind English printed
advertisement. Usually behind those phrases, a lot of linguistic elements can be found.
The writer tried to investigate the phrase arrangement and the meaning of the English
printed advertisement. This research uses syntax theory to analyze phrase arrangement
from taglines and semantic theory to analyze meanings of taglines in English printed
advertisement. The purpose of this research was to know the variations of phrase
arrangement and types of meaning which are often used in taglines of English printed
media and categorize the data based on syntaxs theory and semantics theory. The data
are collected from the taglines in Suara Merdeka newspaper from January until February
2008 edition and Dewi magazine January and February 2008 edition, also from the
website. Data are taken from automotive products, electronic products and woman
beauty products. The result of this research showed that verb phrases were often used in
automotive and electronic products; noun phrases were often used in woman beauty
products. Conceptual, connotative and affective meanings were often used in those
advertisements.

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TABLE OF CONTENTS

Perpustakaan Unika

PAGE OF TITLE.......................................................................................................i
PAGE OF APPROVAL.............................................................................................ii
ACKNOWLEDGEMENT .........................................................................................iv
TABLE OF CONTENTS...........................................................................................v
ABSTRACT...............................................................................................................vii
ABSTRAK.................................................................................................................viii
CHAPTER I ...............................................................................................................1
1.1. Background of the study .........................................................................1
1.2. Field of the study ....................................................................................3
1.3. Problem Formulation ..............................................................................3
1.4. Scope of the Study ..................................................................................3
1.5. Objectives of the Study...........................................................................4
1.6. Significance of the study.........................................................................4
1.7. Definition of terms..................................................................................5
CHAPTER II..............................................................................................................6
2.1 Phrase.......................................................................................................6
2.2 Advertisement .......................................................................................9
2.3 Meaning of Language ..............................................................................12
CHAPTER III ............................................................................................................21
3.1 Method of Data Collection.......................................................................21
3.2 Data Analysis ...........................................................................................23

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CHAPTER IV ............................................................................................................25
4.1 Phrase Construction in the taglines of Automotive Products ..................25
4.2 Various Types of Meaning of the Taglines of Automotive Products ......28
4.3 Phrase Construction in the Taglines of Electronic Products....................33
4.4 Various Types of Meaning in the Taglines of Electronic Products .........36
4.5 Phrase Construction in the Taglines of Woman Beauty Products ...........41
4.6 Various Types of Meaning in the Taglines of
Woman Beauty Products ..........................................................................44
4.7 Conclusion of Data Analysis ...................................................................49
CHAPTER V .............................................................................................................52
5.1 CONCLUSIONS.......................................................................................52
5.2 SUGGESTIONS .......................................................................................53

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CHAPTER I

Perpustakaan Unika

INTRODUCTION

1.1. Background of the Study

In this modern era, people can easily get the information of new products
by many ways. One of the ways to inform the new products is through
advertisement. According to Bittel, Burke and La force (1984:149) the purpose of
the advertisement is to influence peoples minds so that automatically they will be
interested in using the companys products. Using media is one of the ways to
increase selling. The media

that can be used are televisions, magazines,

newspapers or others.
Media can be divided into printed media, such as newspapers, magazines,
posters, catalogues, leaflets, and electronic media like cinemas, televisions and
radios commercial. Besides printed media and electronic media in advertisement,
other ways in advertising is by displaying the products in counters or by using
placards on buses or trains or stations, packaged and wrapping papers, illuminated
signs, and mannequin parades. According to Bovee (1986:5) advertising is non
personal communication of information usually paid for and usually persuasive in
nature about products, services, or ideas by identified sponsors through the
various media.
Advertisement is a form of communication that consists of ideas, and
thoughts to sell products and services. It is called marketing communication
(Shimp, 2003: 6).

The function of

marketing communication is to send a

message and information about the products and services in advertisement.

Perpustakaan Unika

Therefore, the advertisement only presents the good and positive things to the
consumers. The message usually persuades consumers to buy or use the product
and the service.
The language in advertisements is made to persuade the readers. If the
advertisement

has

interesting

words

or

sentences,

automatically

that

advertisement can persuade the consumers to buy the products or services

advertised. There are a lot of phrases and meanings styles in printed
advertisements. Usually through the various styles of phrases and meanings styles
in advertisements language, consumers can find the purpose and meaning in
printed advertisements that is to persuade the consumers.
The advertisement language used in newspaper and magazine has various
language styles depending on the products and services offered. The
advertisement language in newspapers and magazines usually uses many phrases
constructions. The construction is meant to be read, observed and memorized very
well by the readers.
Because of the reasons above, the researcher, as an English department
student, tries to study and observe the phrase construction and various meanings
of English phrase that is found in printed advertisements. The study itself focuses
on the phrase construction and the researcher explains about variation of phrase
constructions in English advertisement.
The researcher then collected the English advertisements in newspapers
and magazines to be analyzed. The researcher chose A Semantic Analysis of

Perpustakaan Unika

Taglines in English Advertisements of Automotive, Electronic, and Woman

Beauty Products.

1.2. Field of the study

The fields of this study are syntax and semantics.

1.3. Problem Formulation

The problem formulations are:

1. What kinds of phrase arrangement are found in Taglines in
English advertisements of automotive, electronic and woman
beauty products?
2. What are the kinds of meanings of Taglines in English printed
advertisements of automotive, electronic and woman beauty
products?

1.4.Scope of the study

The scope of the study is the types of taglines and semantic meanings in
automotive, electronic and woman beauty products in English advertisement
which are printed in newspapers and magazines.

1.5. Objective of the Study

Perpustakaan Unika

The objectives of study are:

1. To find out the variations of phrase constructions found in
Taglines in English advertisements of automotive, electronic and
woman beauty products.
2. To find out the meanings of the Taglines in printed
advertisements of automotive, electronic and woman beauty
products
1.6. Significance of the study
1. For the researcher: by studying the English advertisements of automotive,
electronic and woman beauty products, the researcher knows about the
variations of taglines and the meanings of the phrases used in the English
advertisements of automotive, electronic and woman beauty products.
2. For the readers: The readers can know the differences and variations in phrase
constructions and meanings of taglines in printed advertisements.
3. For the producers: The producers can know the various phrase constructions
and the meanings of the taglines of the different products in English printed
advertisements.
4. For the students: The students are expected to have more understanding about
phrase constructions and meanings of the taglines in printed advertisements of
various types of products.

1.7. Definition of terms

Perpustakaan Unika

1. Phrase
According to Mcmanis, Stollenwerk and Zheng-sheng (1988:167) phrase is a
combination of some words that has a meaning and refers to a noun, verb,
adjective, proposition and adverb.
2. Semantics
According to Cann (1993:1) semantics is the study of meaning as expressed
by words, phrases, and sentences of human languages as expressed by words.
3. Advertisement
According to Jefkins (1995:5) advertisement is the most persuasive sales
messages to the consumers of products or services.
4. Tagline
A tagline is a variant of branding slogan typically used in marketing materials
and advertising (http://en.wikipedia.org./wiki/tagline)

Perpustakaan Unika

CHAPTER II
LITERATURE REVIEW

In this part, the writer quotes the theories that are explained by
some linguists like: Lehrer (1974), Mcmanis (1988), Stollenwerk (1988),
Sheng (1988), Aarts (1997) and Pateda (2001) to support the research. This
research is about phrases and the meanings in the advertisements, so the writer
chose the theories that are related to phrase and meanings.

2.1. Phrase
In syntaxs theories, phrase has a different meaning and construction
from a sentence and a clause. Phrase has no complete subject and verb.
Phrase is a combination of some words that has a meaning and refers to a
noun, verb, adjective, proposition and adverb. According to Mcmanis,
Stollenwerk and Zheng-sheng (1988: 167) phrase as a referrer can be divided
into five types: a noun phrase, a verb phrase, an adjective phrase, a
prepositional phrase and an adverbial phrase. The kinds of phrases can be
known by knowing the key word of the phrase.

2.1.1 Noun phrase

A noun phrase is the combination of words that has a subject or an
object meaning and refers to a subject and an object. According to Mcmanis,
Stollenwerk and Zheng-sheng (1988: 167) a noun phrase can be used as a

Perpustakaan Unika

subject of a sentence, as a direct object and as an indirect object. A noun

phrase has a noun as the key word in the phrase construction.
Example:

Most dogs enjoy hamburger sauce.

Harold likes most dogs

Lilian gave most dogs their rabies short this morning.

Thus, in a noun phrase construction people can find the

combination of words that refers to a noun or an object.

2.1.2 Verb phrase

A verb phrase is the combination of words that has a verb meaning
and refers to a verb. According to Mcmanis, Stollenwerk and Zheng-sheng
(1988; 168) a verb phrase can be used as the predicate of a sentence. Verb
phrase has a verb as a key word in the phrase construction.
Example:

John and Bill like Mary

Henry wants to leave

Usually a verb phrase starts with a verb.

2.1.3 Adjective phrase

An adjective phrase is the combination of words that has an
adjective meaning and refers to an adjective.

According to Mcmanis,

Stollenwerk and Zheng-sheng (1988:168) adjective phrases are often used to

Perpustakaan Unika

modify nouns and adjective phrases and often appear as constituents of noun
phrases: very fat; very beautiful, angry with you, very good at mathematics.
According to Aarts (1997: 31) adjectives have the function as the heads of
adjective phrases. An adjective phrase has an adjective as the key word in the
phrase construction. Usually an adjective phrase starts with an adjective.

2.1.4 Adverbial phrase

An adverbial phrase is the combination of words that has an adverb
meaning and refers to an adverb. According to Mcmanis, Stollenwerk and
Zheng-sheng (1988: 168) an adverbial phrase is often used to modify a verb
and an adjective, and an adverbial phrase and appear as constituents of verb
phrases and adjectives phrases, for example:

(quite ) locally

(very) quickly

(quite ) recently

(almost) always

An adverbial phrase has an adverb as the key word in the phrase

arrangement. Usually an adverbial phrase is used to modify a verb or an
adjective.

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2.1.5 Prepositional phrase

A prepositional phrase is the combination of words that has
propositional meaning and refers to propositional. According to Mcmanis,
Stollenwerk and Zheng-sheng (1988: 168) a prepositional phrase always
consists of a preposition (to, from, with, for, at, on, under, about, through). A
prepositional phrase can be a constituent of a wide range of expressions. For
example:

From brazil (prepositional phrase)

Go to the movies (verb phrase)

Angry with john and bill (adjective phrase)

Separately from the other. (adverbial phrase)

Prepositional phrase has a preposition as the key word in the phrase

construction. Usually an adjective phrase contains of preposition to modify a

noun or an object, a verb, an adverb and an adjective.

2.2 Advertisement
2.2.1 Definition of advertisement
Advertisement is a printed announcement of goods sale in
newspaper, magazine and etc. According to Bittel, Burke, and La Force (1984:
149), advertisement is a type of promotion that does not use personal contact.
Advertisement presents informative, persuasive sales messages through
communication media such as newspaper and television.

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2.2.2. Function of advertising

Usually advertisement has different functions/ purposes. According to
Bovee and Arens (1986:8-16), there are six functions of advertisement:

To identify the products and differentiate them from others. It means

by looking at the advertisement, the reader can know what products or
services they sell.

To communicate information about the product, its feature and others

related to the selling of the goods.

To induce consumers to try the new products and to suggest to re- use.
The advertisement on the television also uses these methods.

To stimulate the distribution of the products.

To increase the product usage.

To build brand preference and loyalty. It is dealing with the copyright

of a product in order to avoid imitation of the product from the other
companies. Some types of the function of advertisement have different
purposes.

2.2.3. Kinds of advertisement

An advertisement has some different fields. According to Jefkins
(1994: 39), an advertisement is generally divided into seven kinds: consumer,
trade, business to business, retail, cooperative, financial and recruitment
advertisement.

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a. Consumer advertisement
It is an advertisement offering many kinds of consumer goods such
as food, shampoo, soap, car, jewelry and so on. Jefkins (1994: 39)
also divides consumer advertisement into three kinds: consumer
goods, consumer durable goods and consumer services. Consumer
goods are goods that consumers need for their daily activities and
the goods are usually sold cheaply. Consumer durable goods
usually are sold more expensive than consumer goods. Consumer
services are usually offered by Service Company such as insurance
company, health centre, post office and so on.
b. Trade advertisement
This kind of advertisement has an objective to sell many kinds of
trade goods. Usually a trade advertisement offers goods to big
markets, grocers and agents.
c. Business to business advertisement
It is an advertisement offering non-consumer goods and services to
companies. The goods are products needed by a company such as a
factory facility, a machine, and a spare part.
d. Retail advertisement
It is a unique advertisement, the characters of which advertisement
is

different

from

trade

advertisement

and

consumer

advertisement. The real examples of this advertisement are

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advertisements released by a department store, a super market and

a shopping centre that sell goods by retailed.
e. Cooperative advertisement
The advertisement is released by two or more companies in order
to give the advantages to the companies which released
cooperative advertisement.
f. Financial advertisement
This advertisement is usually released by Banks, insurances
companies, and other financial services.
g. Recruitment advertisement
It is an advertisement that has an objective choice to recruit people
to be hired for many kinds of positions in job recruitment.

2.3. Meaning of Language

Meaning of language usually in linguistic study relates to semantics
study. Usually meaning can be found behind word arrangements. The meaning
of word arrangements can be learnt through semantics theory. According to
Lehrer (1974: 1) semantics is a study of meanings. Semantics connects with
structure and function of language, so semantics can be connected with
psychology, philosophy and anthropology.
According to Cann (1931: 1) semantics is the study of meaning as
expressed by the words, phrases, and sentences of human language as
expressed by words. He also says a semantic theory must:

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a) Capture for any language the nature of meaning of words, phrases and
sentences and explain the nature of relation between them.
b) Be able to predict the ambiguities in the expressions of language.
c) Characterize and explain the systematic meaning relation between the
words, the phrases, and the sentences of a language.
Leech (1974) states there are seven kinds of meanings, that is:
conceptual meaning, connotative meaning, stylistic meaning, affective
meaning, reflected meaning, collocative meaning, and thematic meaning.
1. Conceptual Meaning or sense
Associative Meaning

7. Thematic Meaning

Logical, cognitive, or
denotative content.
2. Connotative Meaning
What is communicated
by virtue of what
language refers to
3. Stylistic Meaning
What is communicated of
the social circumstances
of language use
4. Affective Meaning
What is communicated of
the feelings and attitudes
of the speaker/writer
5. Reflected Meaning
What is communicated
through association with
another sense of the same
expression
6. Collocative Meaning
What is communicated
through association with
words which tend to
occur in the environment
of another word
What is communicated
by the way in which the
message is organized in
terms of order and
emphasis
Table 2.1. Seven Types of Meaning
(taken from Leech, 1974: 26)

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2.3.1

Conceptual Meaning
Conceptual meaning (sometimes called denotative or cognitive

meaning) is widely assumed to be the central factor in linguistic

communication, and this can be shown to be integral to the essential
functioning of language in a way that other types of meaning are not (which is
not to say that conceptual meaning is always the most important element of an
act of linguistic communication).
Conceptual meaning is the same as denotative or cognitive meaning.
Conceptual meanings of a language seem to be organized largely in terms of
contrastive features, so that (for example) the meaning of the word woman
could be specifies as +Human, - Male, + Adult, as distinct from, say, boy,
which could be defined +Human, +Male, -Adult (Leech, 1974: 10-11).
It means that when a speakers want to convey a message has to choose
that can clarify what they mean. In choosing appropriate words they may refer
to the contrastive features. For example when someone want to describe
females beauty, they have to decide which human female. Do they want to
use +Female, +Adult (woman), or -Female, Adult (girls).
Furthermore, Leech (1974: 12) explains that there are two principles of
contrastiveness and constituent structure represent the way language is
organized respectively on what linguists have termed the paradigmatic (or
selectional) and syntagmatic (or combinatory) axes of linguistic structure.

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Kreidler (1998: 43) says that denotation is the potential of a word like
door or dog t enter into such language expressions. Denotation is the
knowledge they have that makes their use successful.
So it can says that conceptual meaning is the meaning of language that
is real and purposed to make the reader can understand the meaning easily.
Connotative meaning can be said in the other world is denotative or cognitive
meaning.

2.3.2

Connotative Meaning
The second kind of meaning is called connotative meaning. Leech

(1974: 14) explains that connotative meaning is the communicative value an

expression has by virtue of what it refers to, over and above its purely
conceptual content. To a large extent, the notion of reference overlaps with
conceptual meaning. If the word woman is denned conceptually by three
features (+HUMAN, MALE, +ADULT), then the three properties human,
adult, and female must provide a criterion of the correct use of that word.
Connotative meaning describe not the real meaning of the sentence itself.
Connotative meaning has not only physical characteristics, but also
psychological and social.
Furhtermore, connotative meaning can embrace the 'putative
properties' of the referent, due to the viewpoint adopted by an individual, or a
group of people or a whole society. Connotative meaning is open-ended in the
same way as our knowledge and beliefs about the universe are open-ended:

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any characteristic of the referent, identified subjectively or objectively, may

contribute to the connotative meaning of the expression which denotes it.
Kriedler (1998: 44) says that connotation refers to the personal aspect
of meaning, the emotional associations that the word arouses. Connotation
vary according to the experiences, some words have shared connotation.
So we can say that connotative meaning does not have the real
meaning of the world. The connotative meaning make the writer can make
their own perception about the words.

2.3.3

Stylistic Meaning
The third type of meaning is stylistic meaning. Leech (1974: 16)

explains that stylistic meaning is that which a piece of language conveys about
the social circumstances of its use. We decode the stylistic meaning of a text
through our recognition of different dimensions and levels of usage within the
same language. We recognize some words or pronunciations as being
dialectal, i.e. as telling us something of the geographical or social origin of the
speaker; other features of language tell us something of the social relationship
between the speaker and hearer: we have a scale of' status' usage, for example,
descending from formal and literary English at one end to colloquial, familiar,
and eventually slang English at the other.
In some way, we rarely found that conceptual meaning and the same
stylistic meaning. The style dimension of 'status' is particularly important in
distinguishing synonymous expressions. Here is an example in which the

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difference of status is maintained through a whole sentence, and is reflected in

syntax as well as in vocabulary: (Leech, 1974: 17)
(1)

They chucked a stone at the cops, and then did a bunk with the
loot.

(2)

After casting a stone at the police, they absconded with the

money.

In sentence (1) could be said by two criminals, talking casually about

the crime afterwards; sentence (2) might be said by the chief inspector in
making his official report. Both could be describing the same happening, and
their common ground of conceptual meaning is evident in the difficulty
anyone would have in assenting to the truth of one of these sentences, and
denying the truth of the other.
Stylistic meaning reflects what is communicated of the social
circumstances of language use. So if we talking about the police department
scope, so the meaning of a sentence may be different from the criminal
environment.

2.3.4

Affective Meaning
The next meaning is affective meaning. Leech (1974: 18) explains that

affective meaning is often explicitly conveyed through the conceptual or

connotative content of the words used. Someone who is addressed: Youre a
vicious tyrant and a villainous reprobate, and I hate you for it! is left in little
doubt as, to the feelings of the speaker towards him. But there are less direct

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ways of disclosing our attitude than this: for example, by scaling our remarks
according to politeness, we can also say: Im terribly sorry to interrupt, but I
wonder if you would be so kind as to lower your voices a little.
The affective meaning usually use more to express our emotions. The
emotional expression through style comes about, for instance, when we adopt
an impolite tone to express displeasure, or when we adopt a casual tone to
express friendliness. When we use these, we communicate feelings and
attitude without the mediation of any other kind of semantic function (Leech,
1974: 18).
Kriedler (1998: 1888) says that expressive utterance is used to express
someone feelings. Expressive utterance is thus retrospective and speakerinvolved. The most common expressive verbs (in the sense of expressive)
are: acknowledge, admit, confess, deny, and apologize.
So we can say that affective meaning is the meaning that describes the
feelings and attitudes of the speaker. With this meaning, the speaker can
express his/her expression with his/her own way. The different way of
forwarding of can be perceived by the listener in a different actions or feelings
too.

2.3.5

Reflected Meaning
The fifth meaning of language is reflected meaning. Leech (1974:

19) explains that reflected meaning is the meaning which arises in cases of
multiple conceptual meaning, when one sense of a word forms part of our

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response to another sense. On hearing, in a church service, the synonymous

expressions The Comforter and The Holy Ghost, both referring to the Third
Person of the Trinity, I find my reactions to these terms conditioned by the
everyday non-religious meanings of comfort and ghost. The Comforter sounds
warm and ' comforting ' (although in the religious context, it means 'the
strengthener or supporter'), while The Holy Ghost sounds awesome.
The two meaning that reflected in reflected meaning can make the
listener have different perception about these. Reflected meaning try to
communicated through association with another sense of the same expression.

2.3.6

Collocative Meaning
The next meaning of language is collocative meaning. Leech (1974:

explains that collocative meaning consists of the associations a word acquires

on account of the meanings of words which tend to occur in its environment.
Pretty and handsome share common ground, the meaning 'good-looking', but
may be distinguished by the range of nouns with which they are likely to cooccur or (to use the linguists term) collocate:

pretty

girl

boy

boy

man

woman

car

flower

handsome

vessel

garden

overcoat

colour

airliner

village

typewriter

etc.

etc.

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So we can say that collocative meaning try to make and interpret the
words that consists of the words in its environment. Collocative meaning is
simply an idiosyncratic property of individual works. Sometimes collocative
can make overlap.

2.3.7

Thematic Meaning
The final category of meaning is thematic meaning. Leech (1974: 22)

explains that thematic meaning is what is communicated by the way in which

a speaker or writer organizes the message, in terms of ordering, focus, and
emphasis.
It is often felt, for example, that an active sentence such as (1) has a
different meaning from its passive equivalent (2), although in conceptual
content they seem to be the same:
(1) Mrs Bessie Smith donated the first prize.
(2) The first prize was donated by Mrs Bessie Smith.
Certainly these have different communicative values in that they
suggest different contexts: the active sentence answers an implicit question
'What did Mrs Bessie Smith donate?', while the passive sentence answers an
implicit question 'Who was the first prize donated by?' or (more simply) 'Who
donated the first prize?'
Thematic

meaning

means

the

meanings

of

language

that

communicated by the way in which a speaker or writer organizes the message,

in terms of ordering, focus, and emphasis.

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CHAPTER III
RESEARCH METHODOLOGY

In this research, the writer mainly used qualitative analysis. This research
was focused on the various phrase constructions & meanings of the phrases
found in automotive, electronic and woman beauty product advertisements in
Suara Merdeka Newspaper and Dewi Magazine. According to Carolyn (1995: 6)
qualitative research is a research where the researcher gives a statement or data
information about opinions, feelings, and other persons view in natural setting.

3.1 Method of Data Collection

As already mentioned before, this research uses qualitative method.
According to Fraenkel and Wallen (1993: 379), qualitative research is
investigating the quality of relationships, activities, situations, or materials.
Bogdam and Biklen in Fraenkel and Wallen (1993: 379) describe five of the
characteristics of qualitative research. They are:
1. The natural setting is the direct source of data, and the researcher is the
key instrument in qualitative research.
2. Qualitative data are collected in the form of words or pictures rather than
numbers.
3. Qualitative researchers are concerned with process as well as product.

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4. Qualitative researchers tend to analyze their data inductively.

5. How people make sense out of their lives is a major concern to qualitative
researcher.
Qualitative research focuses on the four main techniques, or methods for
producing data, which were identified: documents, interviews, observation and
questionnaires. In this research the writer uses documents to produce data.
According to Blaxter, Hughes and Tight (2001 : 167) in document analysis the
researchers are expected to read, understand and analyze critically the writings of
others, whether fellow researchers, practitioners or policy-makers. Usually
document analysis method is used to analyze data like: governments surveys,
government legislation, historical records, media documents, personal documents
and international organizations. In this research, the writer will analyze source
from media documents like: magazine and newspaper, so the writer uses
document analysis as method to produce the data.

3.1.1 Material
After find some theories which can be used in research, the writer
collected some materials. In this research the materials were covering area of
advertisements of automotive, electronic and woman beauty products. The writer
used English printed advertisement taken from: Dewi magazine, January and
February 2008 edition and Suara Merdeka newspaper from January until

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February 2008 edition. The writer chose Dewi magazine and Suara Merdeka
newspaper January and February 2008 edition because in those editions a lot of
advertisements for popular products of automotive, electronic and woman beauty
can be found. The writer also used the internet or website for the related products
in an advertisement.

3.2 Data Analysis

In this research, the writer collected the data from Dewi magazine January
and February 2008 edition and Suara Merdeka newspaper from January until
February 2008 edition.
The following are the steps the writer took.
3.2.1 Procedure of collecting data
a) Classifying samples
The researcher classified samples which are categorized into automotive,
electronic and woman beauty product advertisements taken from: Dewi
magazine January and February 2008 edition and Suara Merdeka
newspaper from January until February 2008 edition.

b) Analyzing

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After classifying samples based on the automotive, electronic and woman

beauty

product

advertisements,

the

researcher

analyzed

English

advertisements based on the phrase construction and then the writer

classified the meaning of the phrase in English printed advertisement
which was found behind the automotive, electronic and woman beauty
product advertisements above.

3.2.2 Method of Data analysis

1. Classifying the data based on the kinds of automotive, electronic and
woman beauty products in English printed advertisement. In classifying
the meanings of the English phrases in English printed advertisement, the
writer also refers to the website of the related products (see Appendix).
The writer gets the meanings in Collin Cobuild English Dictionary for
Advanced Learners.
2. Analyzing phrase arrangements based on the kinds of the elements and
finding the meaning of each phrase in advertisements. In analyzing the
meaning in each type of advertisement, the writer states a review of the
product, the meaning based on the dictionary.

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CHAPTER IV
DATA ANALYSIS

This study discusses the phrases and the meanings of the phrases got from
the advertisements of automotive, electronic and woman beauty products. The
writer has selected five advertisements of automotive, electronic and woman
beauty products, and in those advertisements various phrase constructions and
various meanings are collected and analyzed.
In this chapter the writer would present the analysis of phrase construction
in automotive, electronic and woman beauty products and meaning of the English
phrases in English printed advertisement of automotive, electronic and woman
beauty products .

4.1 Phrase construction in the taglines of Automotive Products

The writer has found five samples of taglines in automotive products.
They are:
1. Hyundai - Avega : Drive The Real Thing
2. Toyota Kijang Innova: Moving forward
3. Kawasaki New Ninja 250R : Accelerate Your Life
4. Suzuki New Swift : Get it on !
5. Mitsubishi Maven : Challenge Everything

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Perpustakaan Unika

Table 4.1.
Various Types of Phrase constructions in the taglines of Automotive Products
No

Taglines

in

Automotive Products

Noun

Verb

Adjective

Adverbial

Prepositional

Phrase

Phrase

Phrase

Phrase

Phrase

1.

Drive The Real Thing

2.

Moving forward

3.

Accelerate Your Life

4.

Get it on !

5.

Challenge Everything

4.1.1 Analysis of Phrase Construction in the Taglines of Automotive Products

1. Hyundai - Avega : Drive The Real Thing
The phrase construction of the tagline of Hyundai Avega advertisement
is a verb phrase because this phrase construction uses a verb as a key word of
phrase construction. This phrase construction of Drive The Real Thing refers to
a verb phrase and has a verb meaning. The key word in this verb phrase is drive
and based on the part of speech , drive is a verb.

2. Toyota Kijang Innova: Moving forward

The tagline of Toyota Kijang Innova is a verb phrase, because this
phrase construction uses a verb as key word of phrase construction, this phrase
construction of

Moving forward refers to a verb phrase and contains a verb

meaning. The key word in this verb phrase is moving and based on the part of
speech , moving is a verb. If the phrase construction is started by a verb, the

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Perpustakaan Unika

phrase construction refers to a verb. This construction may lose the subject.
However, as moving is a verb ing, it can also be a gerund, an Ing-verb that
functions as a noun.

3. Kawasaki New Ninja 250R : Accelerate Your Life

The phrase construction of the tagline of Kawasaki New Ninja 250R is a
verb phrase because this phrase construction uses a verb as a key word. The
phrase construction of Accelerate Your Life refers to a verb phrase and has a
verb meaning. The key word in this verb phrase is accelerate and based on the
part of speech , accelerate is a verb. Thus, it includes in a verb phrase
construction.

4. Suzuki New Swift : Get it on !

The tagline from Suzuki New Swift advertisement is a verb phrase,
because this phrase construction uses

a verb as a key word. This phrase

construction of Get it on ! refers to a verb phrase and has a verb meaning. The
key word in this verb phrase is get and based on the part of speech , get is a
verb.

5. Mitsubishi Maven : Challenge Everything

The phrase construction of the tagline of Mitsubishi Maven is a verb
phrase, because this phrase construction uses a verb as a key word of phrase
construction, this phrase construction of Challenge Everything refers to a verb

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Perpustakaan Unika

phrase and has a verb meaning. The key word in this verb phrase is challenge
and based on the part of speech , challenge is a verb.
4.2 Meaning of the Taglines in Automotive Products

Table 4.2.
Various Types of Meaning of the Taglines of Automotive Products
No

Meaning of taglines in

Conceptual

Connotative

Affective

Automotive Products

Meaning

Meaning

Meaning

1.

Drive The Real Thing

2.

Moving forward

3.

Accelerate Your Life

4.

Get it on !

5.

Challenge Everything

*
*

4.2.1 Analysis of Meaning In Taglines Of Automotive Products

1. Hyundai - Avega : Drive The Ral Thing
This car is described by the producer as a car with an elegant shape, smart
look, and luxury. It is also said that Avega as The Best Value Car 2007 gives
the best value of money in prestige, comfort, safety and power in its class.
Hyundai as the official partner of UEFA EURO 2008 is economical in fuel, easy
maintenance and has value of resale. PT Hyundai Mobil Indonesia produces and
proudly presents the Hyundai Avega with the slogan: Drive The Real Thing.
This product is released for the first time on 25th May 2007. The producer uses
the verb phrase The Real Thing because the producer wants to ensure the

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Perpustakaan Unika

customers that when they drive Hyundai, they will get real comfort, safety, and
power. The real comfort is the independent suspension system, automatic
transmission, electric mirror, cup holder, central door lock and power window.
The meaning of drive is found in Collins Cobuild Advanced dictionary
(2001: 472) is when people drive somewhere; people operate a car or other
vehicle and control its movement and direction. The meaning of real is actually
exists and is not imagined (Cobuild, 2001: 1277). The meaning of thing The
real thing means: something that is real actually exists and is not imagined,
invented, or theoretical (Cobuild, 2001: 1277). So drive the real things means
riding something real or exist is to control its movement and direction. Therefore,
the writer concludes that this phrase has a conceptual meaning where people who
read the phrase will get the concept that they will drive a real thing. Drive The
Real Thing is a concept that persuades people to drive prestige, comfortable,
safe and good car. So this advertisement reflects the conceptual meaning.

2. Toyota Kijang Innova: Moving forward

This car is described by the producer as a car with 8 seats, captain seat, a
new choice from type G and has a big capacity. It is also said that with this car
every people can go with their family anywhere and the picture emphasis on its
big capacity, besides its elegant shape. Moving forward is about listening
requirement of people, and our planet (www.toyota.astra.co.id). This philosophy
is in our every step. Moving forward is about a vehicle that has environmental
friendliness in the future. With hybrid machines, this pioneer vehicle uses the

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Perpustakaan Unika

power from oxygen, whereas the result of discard is water. There are three types
of Kijang Innova: E type, G type and V type. The machines are different from
DOHC and VVT-i. The capacity of fuel tank is 55 liters.
The meaning of move as found in Collins Cobuild Advanced dictionary
(2001: 1006) is its position changes and it does not remain still, or goes to a
different place. Forward is to move or look in a direction that is in front of you,
or in a position near the front of something such a building or a vehicle (Cobuild,
2001: 621). So moving forward means moving or riding to forward direction.
This English phrase has connotative meaning because behind Moving
forward it contains meaning that uses a concept that is full of value of
communication. In fact Moving is going forward. Readers may think it is not a
car, it may be a bike, motorcycle, and so on. Connotation is the personal
associations produced by words while referent may be concrete or abstract, unique
or non-unique, countable or non-countable items. Here, in this advertisement of
Moving forward refers to the future condition of clean environment. This
means that the producer has thought forward about the environmental condition
that may be worse.

3. Kawasaki New Ninja 250R : Accelerate Your Life

In this advertisement, the car is described by the producer as a motorcycle
with 4 stroke-DOHC parallel twin engine. It is also said that Kawasaki Ninja 250
R offers a great combination with a slim body (Full Fairing Body). Also this
motorcycle has a dual head lamp and has 3 choices of color (green, black, and

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Perpustakaan Unika

red). Ninja 250 R Kawasakis spoils shows consumers with the performance of
sport-bike. Kawasaki offers consumers with a combination in a natty, tidiness and
dynamic engine performance (http://kawasakipontianak.blogspot.com).
The meaning of accelerate is found in Collins Cobuild Advanced
dictionary (2001: 472) is getting faster and faster. The word Life has a meaning
the quality which people, animals, and plants have when they are not dead
(Cobuild, 2001: 893). So accelerate your life means make our life become
faster.
In this English phrase contains affective meaning, because accelerate
your life in the context of automotive products includes emotion. The producer
is trying to persuade readers with the concept of Accelerate Your Life. People
are convinced to choose Kawasaki so that they can be faster.

4. Suzuki New Swift : Get it on !

This car is described by the producer as a car with a good looking, smart,
sporty, and trendy vehicle, with attractive color. It also has a unique shape that is
segmented for young riders. PT Indomobil Suzuki International (IMSI) offers
consumers New Swift. This car is not only for men but also for women as its
target market. Prices of the New Swift cars can vary greatly depending on
peoples requirements and specifications, with many time-limited special deals
and bargains available throughout the year.

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Perpustakaan Unika

The meaning of get on is

found in

Collins Cobuild Advanced

dictionary (2001: 658) is continue doing it or start doing it. So get it on means we
ride a car in it and enjoy our trip or traveling.
This English phrase of Suzuki New Swift has affective meanings. The
producer wants to influence the readers emotion by asking them to use new swift.
The writer of the advertisement involves his or her emotion feeling about the car.
Thus, this phrase has an affective meaning.

5. Mitsubishi Maven : Challenge Everything

This product is described by the producer as a good looking, functional car
and has a big capacity. It also has unique shape, engine 1,5 L MPI (4G 15), 8
passenger seats, front ventilated disk, have power window, power steering, and
have 2-DIN Audio System. Maven is available of two variants. They are GLS and
GLX with specific style of Mitsubishi. Maven has grill sporty that add new stylish
performance of this car. This Mitsubishi Maven has the same body as Suzuki
APV because Maven produced based on the cooperation between PT Indomobil
Suzuki Indonesia (ISI) and PT Krama Yudha Tiga Berlian (KTB) purposed to the
MPV target market.
Meaning in Mitsubishi Maven challenge is found in Collins Cobuild
Advanced dictionary (2001: 240) means something new and difficult which
requires great effort and determination. Everything refers to all the objects,
actions, activities, or facts in a particular situation (Cobuild, 2001: 528). So

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Perpustakaan Unika

challenge everything means new action or behavior that is difficult and needs
someones effort to do in a particular situation.
This English phrase of Mitsubishi Maven conveys a affective meaning,
because behind Challenge Everything it is found a concept, for challenge
that explain readers to drive this car and Everything tells readers about
field/road and others. So Challenge Everything contains an idea that convinces
readers about a car that can be used in every type of field and road. The concept of
everything is all that people may find when driving the car.

In short, it has been found that the English phrases used in automotive
advertisements are verb phrases and noun phrases. The meanings of the phrases
are conceptual, connotative, and affective meaning. This means that although the
advertisements advertise the same kind of product : automotive but the phrase
construction they use and the meanings of the phrase are different.

4.3 Phrase construction in the Taglines of Electronic Products

The writer has found five samples in Electronic products. Five samples in
the electronic products have a lot of variations of phrase construction. There are:
1. Toshiba Regza : The Real Definition of Image and Sound
2. Sony X Series : Feel Live Colour Creation
3. Sony T200: A Touch of Beauty
4. Sony (DCR DVD908E): Make your Movie In 3 easy Steps
5. Canon Powershot : For Everyone Who Loves A Great Shot

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Perpustakaan Unika

Table 4.3
Various Types of Phrase Construction in the Taglines of the Advertisement
of Electronic Products
No

Phrase construction in the

Noun

Verb

Adjective

Adverbial

Prepositional

Taglines

Phrase

phrase

phrase

phrase

phrase

of

Electronic

Products
1.

The Real Definition of Image

and Sound
2.

Feel Live Colour Creation

3.

A Touch of Beauty

4.

Make your Movie In 3 easy Steps

5.

For Everyone Who Loves A

*
*
*
*

Great Shot

4.3.1 Analysis of Phrase construction in the Taglines of Electronic Products

1. Toshiba Regza : The Real Definition of Image and Sound
The phrase construction of the tagline in Toshiba Regza advertisement is
a noun phrase, because this phrase construction uses an article as a signal of noun
phrase construction. The Real Definition of Image and Sound refers to a noun
phrase and has subject meaning. The key word in this noun phrase is The and
based on the part of speech , The has a function as an article. If the phrase
construction is started by an article word, the phrase construction refers to a noun.
2. Sony X Series : Feel Live Colour Creation
The tagline of Sony X Series is a verb phrase, because in this phrase
construction uses a verb as a key word of phrase construction, in this phrase
construction of Feel Live Colour Creation refers to a verb phrase and contains a

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Perpustakaan Unika

verb meaning. The key word in this verb phrase is feel and based on part of
speech , feel is a verb.

3. Sony T200: A Touch of Beauty

The phrase construction of the tagline of Sony T200 is a noun phrase,
because in this phrase construction uses an article as a signal of a phrase
construction, in A Touch of Beauty refers to a noun phrase and has subject
meaning. The key word in this noun phrase is A and based on part of speech ,
A has a function as an article. If the phrase construction is started by an article,
automatically the phrase construction refers to a noun.

4. Sony (DCR DVD908E): Make your Movie In 3 easy Steps

The tagline from Sony (DCR DVD908E)is a verb phrase, because in
this phrase construction uses a verb as a key word of phrase construction, in Make
your Movie In 3 easy Steps refers to a verb phrase and contains a verb meaning.
The key word in this verb phrase is make and based on part of speech , make
is a verb.

5. Canon Powershot : For Everyone Who Loves A Great Shot

The phrase construction of the tagline of Canon Powershot is
prepositional phrase, because in this phrase construction uses preposition as a key
word of phrase construction, in this phrase construction of For Everyone Who
Loves A Great Shot

refers to prepositional phrase and contains preposition

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Perpustakaan Unika

meaning. The key word in this prepositional phrase is for and based on part of
speech , for is a preposition.
Table 4.4.
Various Types of Meaning in the Taglines of Electronic Products
No

1.

Meaning in the Taglines of

Conceptual

Connotative

Affective

Electronic Products

Meaning

Meaning

Meaning

The Real Definition of Image and

Sound
2.

Feel Live Colour Creation

3.

A Touch of Beauty

4.

Make your Movie In 3 easy Steps

5.

For Everyone Who Loves A Great Shot

*
*

4.4.1 Analysis of Meaning In Taglines Of Electronic Products

1. Toshiba Regza : The Real Definition of Image and Sound
This TV is described by the producer as a TV with full HD and high
technology. This TV by Toshiba is super slim. The new LCD from Toshiba Regza
range with all the technology we need to enter the next generation of TV viewing.
Toshiba is against pushing the boundaries of high definition picture quality with
the new Regza. Regza offers its consumers with incredible picture quality,
stunning sound performance and a style that will amaze everyone.
According to the advanced dictionary (2001: 277) Real means actually
exists and is not imagined, invented, or theoretical. Definition means 1 statement
giving the meaning of a word or expression (Cobuild, 2001: 397). Image means a
picture of someone or something (Cobuild, 2001: 779). Sounds is something that

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Perpustakaan Unika

you hear (Cobuild, 2001: 1488). So the real definition of image and sound means
the actually picture and something that we can hear that really give a meaning or
expression.
Behind this English phrase of Toshiba Regza it is found conceptual
meaning, because meaning in The Real Definition of Image and Sound it is
found a concept to convinces readers and The Real Definition has a meaning
about A good quality. So concept in The Real Definition of Image and Sound
informs people about a television that has a good quality of image and sound that
the readers can find when they watch Toshiba.

2. Sony X Series : Feel Live Colour Creation

This TV Sony is described by the producer as a TV that has a luxury and
elegant shape. The background is full of attractive color and full of imagination.
In its website, the visual intro about this Sony X Series, is very interesting that
spoiled its customers with a very amazing picture. The advertisement in Sony
Bravia X Series, Sonys proprietary Live Colour Creation technology helps create
a distinctive spectrum of color tones combined with amazing detail
(http://www.sony.co.id).
According to the advanced dictionary (2001: 507), feel means a
particular sensation, you experience it. Live means to be alive (Cobuild, 2001:
908). Colour is the appearance that it has as a result of the way in which it
reflects lights (Cobuild, 2001: 287). Creation means someone or something that
shows skill, imagination, or artistic ability (Cobuild, 2001: 355). So fell live

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Perpustakaan Unika

colour creation means a particular sensation that refers to the appearance from the
making of something.
The English phrase of Sony X Series has a affective meaning because
Feel Live Colour Creation tries to influence peoples feeling and emotion so
that they are attracted to try to get the feeling when they watch the television.
The concept in feel persuades people to enjoy. The concept in this meaning is
a concept that informs to people about a television that has good quality of color
can be enjoyed every person if they watch it.

3. Sony T200: A Touch of Beauty

This camera Sony is described by the producer as a camera that have small
shape and attractive with cyber shot. The background is a beautiful woman
handling one of the Sony Cyber Shot. Sony T200s screen has several options
sprouting off, what are the most noticeable are the three main options of Home,
Menu and Display which all occupy a corner of the screen with the fourth corner
left blank until a menu or multi choice screen is accessed, then that corner gives
the option of going back. The quick access options available on the screen are the
Resolution, Self timer and Record modes which in turn gives the option of Auto,
Scene which has pre-set options of High ISO, Smile shutter which seems to have
replaced the Portrait mode, Soft snap, Twilight portrait, Twilight, Landscape, Hi
speed shutter, Beach, Snow and Fireworks. Program and video are the final
options in the Record model (http://www.epohotozine.com/article/Sony-DSCT200).

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Perpustakaan Unika

According to the advanced dictionary (2001: 1653), touch means out your
hand onto it in order to feel it or make contact with it. Beauty means the state or
quality of being beautiful (Cobuild, 2001: 124). So a touch of beauty means to
touch something that have good quality or beautiful.
Based on the meaning found in the dictionary, the writer can conclude this
phrase has connotative meaning, because concept A Touch of Beauty really
persuade readers; idea A Touch convince readers about pictures quality. So
idea A Touch of Beauty informs readers about a camera can produce good
quality of picture. Connotative meaning is the personal associations produced by
words while referent may be concrete or abstract. In this English phrase,
connotative means not the real beauty but the Sony Cyber Shot.

4. Sony (DCR DVD908E): Make your Movie In 3 easy Steps

This Sony Handycam is described by the producer as a Handycam with
easy shoot, easy play, and early share. The background is full of attractive
background of beach and a couple in harmony relationship. Sony DCR-DVD908E
has 6 Mega Pixcel Clearvid Cmos DVD Handycam, 10 x Optical Zoom and 20 x
Digital Zoom. It also has optical sensor, primary storage and secondary storage.
According to the advanced dictionary (2001: 936), make means it causes
you to do something. Movie means a film (Cobuild, 2001: 1008). Easy means it is
done in a confident, relaxed way (Cobuild, 2001: 486). Steps means one of a
series of stages (Cobuild, 2001: 1526). Three stage that easy to do. So make your

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Perpustakaan Unika

movie in 3 easy steps means something that causes you to make a film in three
steps easily.
In this English phrase of

Sony (DCR DVD908E) it is found

conceptual meaning, because according to Leech (2003) conceptual meaning is

pure or simple meaning. Behind Make your Movie In 3 easy Steps contains
pure meaning to inform this product. Here the readers are told that they can enjoy
the movie by doing three steps to operate the handy cam.

5. Canon Powershot : For Everyone Who Loves A Great Shot

This canon camera is described by the producer as a camera with a lot of
specifications, like big megapizxels, variety of optical zoom, and vary-angle of
LCD. But the main canon camera have 8.0 megapixels, 10 times optical zoom,
optical image stabilizer, ISO 1600 and 2.5 inch LCD. Canon Powershot has a new
features, such as orientation sensor, camera with focus distances, manuah flash
output, two manual white balance presets, flash sync selection, flexible point
selection, modified photo effects, intervalometer, and movie clip length
(http://www.dpreview.com/reviews.canons45).
According to advanced dictionary, everyone means everybody (CObuild,
2001: 528). Loves means is a very strong feeling of affection towards someone
who you are romantically or sexually attracted to (Cobuild, 2001: 922). Great
means is used before some nouns that refer to relatives, or in this case means to
emphasize the degree or extent of something (Cobuild, 2001: 685). Shots means
is an act of firing a gun, or in this case is a photograph or a particular sequence of

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Perpustakaan Unika

pictures in a film (Cobuild, 2001: 1436). So for everyone who loves a great shot
means for everybody that have a very strong of affection towards higher degree in
a photograph.
The meaning of this English phrase is conceptual meaning. Because the
phrase contains a real concept. The camera is for everyone who wants to shoot a
picture. a great shot explain readers about good quality of picture. In this
advertisement meaning in For Everyone Who Loves A Great Shot contains a
concept about good pictures quality of camera for everyone.

In short, it has been found that the phrases used in electronics products
advertisements are verb phrases, noun phrases, and prepositional phrases. The
meanings of the phrases are conceptual, connotative, and affective meaning.

4.5 Phrase construction in the Taglines of Woman Beauty Products

The writer has found five samples in woman beauty products. Five
samples in electronic products have lot variations of phrase construction. They
are:
1. Dior Ultra Gloss Reflect : Feel The Different !
2. Bvlgari Rose Essentielle : The Essence of A Jeweller
3. Boss Femme : The New Feminine Fragrance
4. Versace : The New Fragrance For Women
5. Covet Sarah Jessica Parker : The Next Scent

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Perpustakaan Unika

Table 4.5.
Various Types of Phrase construction in The taglines of Woman Beauty
Products
No

Phrase construction

Noun

Verb

Adjective

Adverbial

Prepositional

in the Taglines of

Phrase

phrase

Phrase

Phrase

Phrase

Electronic Products

1.

Feel The Different !

2.

The

Essence

of

Jeweller

3.

The New Feminine

Fragrance

4.

The New Fragrance

For Women

5.

The Next Scent

4.5.1 Analysis of Phrase construction in the Taglines of Woman Beauty

Products
1. Dior Ultra Gloss Reflect : Feel The Different !
The phrase construction of the tagline of Dior Ultra Gloss Reflect is a
verb phrase, because in this phrase construction uses a verb as a key word of
phrase construction, in this phrase construction of Feel The Different ! refers to a
verb phrase and contains a verb meaning. The key word in this verb phrase is
feel and based on the part of speech , feel is a verb.

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Perpustakaan Unika

2. Bvlgari Rose Essentielle : The Essence of A Jeweller

The tagline of from Bvlgari Rose Essentielle is a noun phrase, because in
this phrase construction uses an article as a key word of phrase construction, in
this phrase construction of The Essence of A Jeweller refers to a noun phrase and
contains a noun meaning. The key word in this noun phrase is The and based on
the part of speech , The has a function as an article. If the phrase construction is
started by an article word, the phrase construction refers to a noun.

3. Boss Femme : The New Feminine Fragrance

The phrase construction of the tagline of Boss Femme is a noun phrase,
because in this phrase construction uses an article as a key word of phrase
construction, in this phrase construction of The New Feminine Fragrance refers
to a noun phrase and has a noun meaning. The key word in this noun phrase is
The and based on the part of speech , The has a function as an article. If the
phrase construction is started by an article word, automatically the phrase
construction refers to noun.

4. Versace : The New Fragrance For Women

The tagline of from Versace is a noun phrase, because in this phrase
construction uses an article as a key word of phrase construction, in this phrase
construction of The New Fragrance For Women refers to a noun phrase and has
a noun meaning. The key word in this noun phrase is The and based on the part

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Perpustakaan Unika

of speech , The has a function as an article. If the phrase construction is started

by an article word, the phrase construction refers to noun.

5.Covet Sarah Jessica Parker : The Next Scent

The phrase construction of the tagline of from Covet Sarah Jessica
Parker is a noun phrase, because in this phrase construction uses an article as a
key word of phrase construction. This phrase construction of The Next Scent
refers to a noun phrase and contains a noun meaning. The key word in this noun
phrase is The and based on the part of speech , The has a function as an
article. If the phrase construction is started by an article word, automatically the
phrase construction refers to a noun.
Table 4.6.
Various Types of Meaning in the Taglines of the Advertisement of Woman
Beauty Products
No

Meaning in The Taglines of

Conceptual

Connotative

Affective

Woman Beauty Products

Meaning

Meaning

Meaning

1.

Feel The Different !

2.

The Essence of A Jeweller

3.

The New Feminine Fragrance

4.

The New Fragrance For Women

5.

The Next Scent

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Perpustakaan Unika

4.6.1 Analysis of Meaning in English Phrases Of Woman Beauty Product

1. Dior Ultra Gloss Reflect : Feel The Different !
This product describes the promo cosmo Dior products with lipsticks that
shine in the middle. Various kinds of Dior products are: New Shine Effect, New
Volume Effect and New Sensorial Effect. Christian Dior has a very variance of
lipsticks, especially ultra gloss reflect that spoiled its consumers in using this
lipstics.
According to advanced dictionary, feel means a particular emotion or
physical sensation, you experience it (Cobuild, 2001: 570). Different means are
not like each other in one or more ways (Cobuild, 2001: 423). So feel the
different means a particular emotion or sensation that are not like another things.
This English phrase of Dior Ultra Gloss Reflect is found affective
meaning, that not in the real meaning. Concept behind Feel explain readers to
find something; The Different ! explain people about new colors. Concept
Feel The Different ! convince readers about a lipstick that can give new
different colors in womens lip.

2. Bvlgari Rose Essentielle : The Essence of A Jeweller

This product is described by the producer as a picture of woman and the
perfume with rose on it. This product will attract the reader to try this perfume
because of its attractive background. Bvlgari celebrates Rose Essentielle, a scent
of seductive glamour and sophistication, with a unique, precious masterpiece that
captures the essence of a jeweler.

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Perpustakaan Unika

According to the advanced dictionary essence means its basic and most
important characteristic which gives it its individual identity (Cobuild, 2001: 521).
A jeweler means is a person who makes, sells, and repairs jewellery and watches
(Cobuild, 2001: 838). So the essence of a jeweler means the most important
characteristic from a person who makes or sells jewellery.
The English phrase of Bvlgari Rose Essentielle contains connotative
meaning, that is not the real essence of jeweler, because this jeweler refers to the
perfume for women. Essence explain people about a key/secret; jeweler
explain readers about beautiful girl. An idea of The Essence of A Jeweller
inform readers about a secret of beautiful girl, that is by using this perfume. The
perfume is connoted with the jeweler that is assumed as one of womans favorite
thing.

3. Boss Femme : The New Feminine Fragrance

This product is described by the producer as a picture of woman and the
perfume with unique shape. This will attract the reader to try this perfume because
of its attractive background. In the internet website the advertisement use Julia
Stegner who is an international model, this certainly attract the readers
(http://www.bossfragnances,com).
According to advanced dictionary, new means has been recently created,
built, or invented or is in the process of being created, built, or invented (Cobuild,
2001: 1033). Feminine means things relate to or are considered typical of women,
in contrast of men (Cobuild, 2001: 572). Fragnance means is a pleasant or sweet

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Perpustakaan Unika

smell or a pleasant-smelling liquid which people put on their bodies to make

themselves smell nice (Cobuild, 2001: 624). So the new feminine fragrance
means some products that recently created, related to women and a peasantsmelling liquid with smell nice.
For this English phrase of Boss Femme it is found conceptual meaning,
usually in this meaning it is contained a simple meaning .The word Feminine
refers to woman ; in word fragrance refers perfume. Meaning in The New
Feminine Fragrance refers to new product of perfume for woman.

4. Versace : The New Fragrance For Women

This advertisement describe by the producer as a picture of woman and the
perfume in it. This advertisement will attract the reader to try this perfume
because of its attractive background. Versace has launched a new fragrance for
women, and it is described as a unique fragrance, floral, fresh, and sparkling. A
transparent radiance reveals fresh dew drops sweetened by lush, hydrophonic
guava, and icy hints of blackcurrant. A sumptuous heart is an explosion of light
and vibrant flowers orchid, lotus flower and nymphea. The fragrance is finally
enveloped by the precious, warm Kashmir wood.
According to advanced dictionary, new means has been recently created,
built, or invented or is in the process of being created, built, or invented (Cobuild,
2001: 1033). Fragnance means is a pleasant or sweet smell or a pleasant-smelling
liquid which people put on their bodies to make themselves smell nice (Cobuild,
2001: 624). Women means is a adult female human being (Cobuild, 2001: 1800).

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So the new fragrance for women means some products that has been recently
invented that a pleasant-smelling liquid which people put on their bodies to make
themselves smell nice for adult female.
Behind this English phrase of Versace it is found conceptual meaning,
usually in this meaning it contains simple concept or idea to readers. Concept in
fragrance explains people about perfume. Concept in The New Fragrance for
Women convinces readers about new perfume product for women.

5. Covet Sarah Jessica Parker : The Next Scent

This advertisement describe by the producer as a picture of a woman that
bring perfume in her hand. The background is attractive to the reader because the
woman was using night dress. Covet is Sarah Jessica Parkers latest fragrance
release. The packaging and advertising for Covet have a playful aesthetic that is in
stark contrast to the demure, pretty-in-pink aura surrounding Lovely.
According to advanced dictionary next means period of time, event,
person, or thing is the one that comes immediately after the present one or after
the previous one (Cobuild, 2001: 1035). Scent means is the pleasant smell that it
has or a liquid which women put on their necks and wrists to make themselves
smell nice (Cobuild, 2001: 1383). So the next scent means a liquid which women
put on their necks and wrists to make themselves smell nice after the previous one.
Meaning of English phrase in Covet Sarah Jessica Parker is found
affective meaning, for affective meaning it related to someone emotional.
Meaning of Next refers to something is new; meaning of scent refers to

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people about perfume. Meaning in this product is offering to readers about new
product of perfume and try to evolved readers emotion toward this perfume. This
is not the real meaning but inviting readers to communicate in an expression or
emotional way, so they will attract to see and buy this Covet.
Most beauty products, especially perfume in short, it has been found that
the phrases used in its advertisements are verb phrases and noun phrases. The
meanings of the phrases are conceptual, connotative, and affective meaning.

4.7 Conclusion of Data Analysis

After the writer analyzed
woman beauty products, the

the data from automotive; electronic and

writer can conclude that most phrases used in

automotive products are verb phrases & noun phrases, where the number of verb
phrases is much higher than the number of noun phrases. More variation of
phrases are found in the advertisements of electronic products. There are verb
phrases, noun phrases, adjective and prepositional phrases. A lot of phrases are
used in the advertisements of woman beauty products. In this data analysis the use
of noun phrases and verb phrases is the highest, and the second highest is the use
of noun phrases.
The writer also can conclude that the favorite meaning in this study is
conceptual, connotative and affective meaning found in the advertisements of
automotive, electronic and woman beauty products. Conceptual meaning uses a
simple concept to persuade reader, connotative meaning increasing the value of
communication, and affective meaning communicate the attitudes if the producers;

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therefore, these meaning are often used in advertisement to increase the product
selling.
In automotive products advertisement, mostly used phrase is verb phrase
so we can say that the producer want to submit to the consumers that automotive
products are mobile and ready to used by the driver. The meaning that most used
by the producers in automotive products is affective meaning, this because the
producers want to persuade the consumers with their feelings to buy the
automotive products.
In electronics products advertisement, mostly used phrase is noun and verb
phrase. A noun phrase is the combination of words that has a subject or an object
meaning and refers to a subject and an object. A verb phrase is the combination of
words that has a verb meaning and refers to a verb. The producer tries to
emphasize the object and the excellent of their products, also they want to invite
the consumer to buy and use the products. The mostly used meaning is conceptual
meaning, because the producers want to emphasize the real meaning and
advantage of the electronics products to the consumers.
In woman beauty products advertisement, mostly used phrase is noun
phrase. This is because the producers try to submit to the consumers the
advantages of the products. The mostly used meaning is conceptual and affective
meaning, because the producers want to emphasize on the real meaning of the
women beauty products and want to persuade the consumers to use these products.
The purposed to classify the meanings found in the English printed
advertisement is to know the most favorite meaning used by the producers to

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persuade consumers to buy their products. So we can be careful in buying and

analyzing products in automotive, electronics, and women beauty products
advertisement objectively.

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CHAPTER V
CONCLUSIONS AND SUGGESTIONS

In this research, the writer discusses phrase constructions and meaning of

the English phrases in automotive, electronic and woman beauty products in
English printed advertisement. In previous chapter the writer shows the result of
phrase constructions and meanings of the English phrases in automotive,
electronic and woman beauty products English printed advertisement. After the
writer discussed in previous chapter, the writer gives conclusions and suggestions.
5.1 Conclusions
From the analysis in previous chapter, the conclusions of this research can
be described as follows:

Verb phrases are often found in automotive and electronic products.

Noun phrases are often used in woman beauty products.

Noun phrases, adjective phrases, adverbial phrases and prepositional

phrases are very rare in automotive and electronic products.

Conceptual, connotative and affective meanings are often found in

automotive, electronic and woman beauty products to persuade a lot of
readers to buy the products.

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5.2 Suggestions
From the conclusions above, the writer can give suggestions which are
expected to be helpful to create a new style of phrase and meaning on printed
advertisement.

Producer of advertisement must try to use noun phrase, adjective phrase,

adverbial phrase and prepositional phrase to give other various styles of
phrases constructions in printed advertisement. Because if a noun phrase
often is used in printed advertisement, readers will be bored with.

Producer of advertisement must create printed advertisements which

contain connotative, conceptual and affective meaning. Because based on
the data, a lot these meanings using is found. Automatically readers can be
persuaded and convinced with these meanings. But also can be used by
another meanings, such as stylistic meaning, reflected meaning or thematic
meaning for the producers to avoid boredom for readers.

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