An analysis of the types of sentences and the structure of Advertisement used in Time Magazine Advertisement

ABSTRACT

Advertisement is any controlled form of non-personal presentation of ideas, goods, services by an identified sponsor that is used to inform and persuade the selected market. Advertisement as tool for informing and persuading people has a certain characteristic, especially the use of sentence and the structure of advertisement. It has its own rule in writing and structuring; so it is interesting to be searched.

In making advertisemet, the use of sentence must be interesting and easy to understand. So the advertisement uses many types of sentences. It may use the sentence based on syntactic option such as simple sentence, compound sentence, complex sentence and compound and complex sentence; mood option, declarative sentence, exclamatory sentence, interrogative sentence and imperative sentence; and stylistic option such as periodic sentence, cumulative sentence, balance sentence and inverted sentence.

In order to obtain the purpose of advertisement, the message in advertisement is structured in certain structure. It may consist of headline, amplification of the story, proof of claim and action to take according to Kleppner in his book, advertising prosedure.

The purpose of this study is to find out the types of sentences used in Time magazine and the structure of advertisement applied in the advertisement, which used by the advertiser.

This study uses a descriptive qualitative research design. The data are advertisement in Time magazine published on June to July 2001. They are consist of four editions, June 4, June 18, July 2, and July 9. These edition consist of 58 advertisements, then 20 advertisements use as data analyzed that range from the longest to the shortest which consist of different product.

From the analysis of the data, it is discovered that there are variation in the types of sentences and the structure of advertisement used. Most of the advertisement used simple sentence, complex sentence, declarative sentence, and imperative sentence. Compound sentence, compound and complex sentence, interrogative sentence, exclamatory sentence, periodic sentence, cumulative sentence balance sentence and inverted sentence is rarely used in advertisement because it consider that these sentences are difficult to understand and it is also so complex. While there are six variations of advertisement applied, i.e. (1). Headline, amplification of the story, proof of claim, and action to take; (2). Headline, amplification of the story, and proof of claim; (3). Headline amplification of the story, action; (4). Headline, amplification of the story; (5). Headline and action to take; (6) headline.

Finally, the researcher has several suggestions. Firstly, it is suggested to the teachers of structure to convey the result of this study to students. Secondly, it is suggested to the students that studying structure can achieve understanding how the words can be arranged into a good and effective sentence. Thirdly, other researchers are suggested to conduct research in different topic and subject.