Deixis of advertisements published in Jakarta Post

ABSTRACT

There are many kinds of advertisements in a newspaper. One of them is telecommunication tools advertisement If the readers do not understand enough about the advertisement, the possibility of wrong choice will happen. For the advertisers itself, they have to be careful In using the language and giving the context in their advertisement in order to bring the purposes of advertisement into the reality. Both the readers and the advertisers can use the theory of deixis to help them in interpreting the utterances, because deixis is a technical term for one of the most basic things we do with utterance which is reference by means of an expression whose interpretation is relative to the (usually) extra linguistic context of the utterance, such as who is speaking, the time or place of speaking, the gestures of the speaker, or the current location in the discourse. Based on that background, the research on deixis of advertisements published in Jakarta Post is conducted with the proposed problem; "how are the deixis expressed in telecommunication tools advertisements published in the Jakarta Post?"

This study is classified as a descriptive qualitative method, because the data of this study are in the forms of utterances or words of telecommunication tools advertisements published from April 1 to June 30, 2004 which contain of three types of deixis; person, time and place. The data are explained descriptively.

Data analysis revealed the findings covering the proposed problem. The deixis used in the telecommunication tools advertisements of Jakarta Post are in the forms of the person deixis, time deixis and place deixis. The three kinds of person deixis (first, second, and third person deixis) are used to identify the speaker, the addressee and referents, which are neither speaker nor addressee. In addition, time deixis is used to indicate certain period of time when the advertisers begin to give their service to the users. Meanwhile, the place deixis are used to refer the specification of location as well as what have been shown in the context.

Based on those findings, It is suggested for the advertisers to comprehend and consider the deixis types when they write the advertisements. In addition, it Is also recommended for the future researchers to conduct the research using deixis in other fields, like in daily conversation or any literary work.