A study on the advertisements on Indosiar television

ABSTRACT

Advertising is the dissemination of information concerning the idea, service, or product to make action in accordance with the intent of the advertiser. In other words, it is an effort to persuade audiences’ image and behavior in order that they will do what the advertiser intends. Therefore, the language used in the advertisements especially on television is persuasive.

Based on the background of the study, the research problems are stated as follows: (1) how are the persuasive languages used in advertisements on Indosiar television, and (2) what are the characteristics of language used in advertisement on Indosiar television.

The research method used in this study is descriptive qualitative. The subjects of this study are eighteen advertisements in four categories i.e. category of private care, pharmacy, food, and drink advertisement obtained on July 15 to 21,2002. To obtain the data, the researcher used three kinds of instrument i.e. observation, recording, and taking note. Furthermore, to derive the valid data, the researcher used method of triangulation.

After analyzing and discussing the data, the researcher reveals the results as follows: (1) the persuasive languages used in the advertisements on Indosiar television fulfil the requirements of persuading. They are used to arouse the character and credibility, to control emotion of the viewers, and to convince the viewers. In addition, the persuasive languages are supported by the evidences either in the form of argument or physical appearance of the advertiser. The persuasive languages used in advertisements are expressed in the form of statement, order, and dialogue. They are stated clearly, however, the messages to order the viewers to use the product are expressed explicitly and implicitly, and (2) the language used in advertisements on Indosiar television is clear, simple, informative, communicative, interesting and convicting.

Based on the finding, the researcher makes suggestions as follows: Firstly, other students who want to conduct the same research especially persuasive language, they should analyze it in other media. However, if they want to conduct the research about advertisement on television, they should analyze it in other aspects. Secondly, to make good advertisement, the advertisers should choose interesting and convincing words as well as understand about the target of the audiences in order that they will be successful in persuading them to buy their products.