An analysis on language styles of advertisement in Jawa Pos

ABSTRACT

Advertisement is any controlled form of nompersonal presentation and promotion of ideas, good or service by a marked (Bolen: 1984). The language in advertisement is a particularly different from other form of communicative language. Furthennore, it has a certain style. It is intended to persuade the reader or costumers toward the idea, product or service being offered.

Titis research is about language style of advertisements in Juwu Pos. The research problems of the research were formulated on a question: What kinds of language styles are used in Jawa Pos' advertisements'?

This research is conducted using descriptive qualitative method and the researcher is the instrument to collect the needed data. The data are taken from the advertisement of Jawa Pos issued on July up to December 2003. The researcher got 69 advertisements, in selecting the data the researcher uses following criteria: It is in the main pages, used big column, light colour and it contains of at least four (4) sentences, more than twice of publishing.

The researcher analyzes the language style of advertisement based on Mott theory. According to Mott, there are five kinds of language styles used in the advertisement. The narrative style, The dramatic style, The newsy style, The dialogue style and The humorous style. The analysis result shows that there are five kinds of language style, which are used in the advertisement of Jawa Pos: They are The narrative style, The dramatic style. The newsy style, the humorous style and The combined style and the researcher didn’t find the dialogue style in the Jawa Pos advertisement. The most dominant advertisement used in Jawa Pos is the narrative style.

Based on this result, the researcher suggests others researchers going further and finding out die missing gap in this study or developing this study by using diffeienl points of view.