Astuti, Amelia Yuli
Macromac-Ind

Published : 2 Documents
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The Influence of Marketing Statements Found in Women’s Cosmetic Products to Their Mindset in Determining the Definition of Beauty

Jurnal Ilmiah Langue and Parole Vol 1 No 2 (2018): Jurnal Ilmiah langue and parole
Publisher : Macromac-Ind|Fakultas Sastra Universitas Ekasakti

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Abstract

This journal discusses about the influence of the marketing statements found in women’s cosmetic products to their mindset in determining the definition of beauty. The writer takes the data from the marketing statements that happened in the commercial advertisements of four most used and commonly shown in audio visual media, such as television, which are Pond’s, Citra, Shinzui, and Garnier. The Technique of collecting the data of this thesis is the observation technique which then continued by writing down the conversatios that includes the marketing statements of the commercial advertisements into a form of a transcription. The writer uses the speech-act theory by John Langshaw Austin to analyze the influence of the marketing statements which presented through the conversations in the commercial advertisements, the theory of signs by Charles William Morris to analyze the signs that showed up in the commercial advertisements, and the theory of meaning by Charles Kay Ogden and Ivor Amstrong Richards to analyze the meaning of the symbols of signs that showed up in both the conversations and the narration. The result of this study shows that in every part of those products commercial advertisements, the marketing statements always try to influence the women to believe that indeed having white/bright/light skin means beautiful.

A Discourse Analysis of Hegemonic Masculinity on TV Advertisements

Jurnal Ilmiah Langue and Parole Vol 2 No 1 (2018): Jurnal Ilmiah Langue and Parole
Publisher : Macromac-Ind|Fakultas Sastra Universitas Ekasakti

Show Abstract | Original Source | Check in Google Scholar | Full PDF (255.306 KB)

Abstract

This research entitled “A Discourse Analysis of Hegemonic Masculinity on TV Advertisements” aims to identify cohesion, context and coherence when research the hegemonic masculinity on TV advertisement, identify representations of  masculinity on TV advertisement, and analyze hegemonic masculinity realized on TV advertisement.This research uses discourse analysis approach. Where, the researcher used descriptive research method, which aims to create descriptions, as well as describe the data naturally from TV advertisement about hegemonic masculinity. And in collecting data researcher use techniques see, hear and record, then classified and analyzed.In this research found 5 of  5 categories by Halliday and Hasan (1976) are:  reference, substitution, ellipsis, conjunction and lexical cohesion. Then 8 categories of context in advertisement according to Cook (1992) are: substance, music and picture, paralanguage, situation, a joint text, intertext, participants. Furthermore according to Reinhart (1980) that coherence is categorized into 3 categories namely: connectedness, consistency and relevant. Finally,the discovery of masculinity and hegemonic masculinity based on the concept of Connel (1995) on TV advertisement. Based on the results of this research, researcher concluded that the advertisement on TV, which where the advertisement of  male products on TV contained full of messages in the form of hegemonic masculinity in it.