Cohesion and coherence used in the two texts of “cermin eksploitasi advertiser” and “ marketable v nilai-nilai” of “Prokon Aktivis” in Jawa Pos newspaper

ABSTRACT

This focuses on analyzing the two texts: "Cermin Eksploitasi Advertiser", "Marketable Versus Nilai-Nilai" of "Prokon Aktivis" in Jawa Pos Newspaper by using cohesion and coherence as the main parts of seven criteria of textuality proposed by Robert Alain de Beaugrande and Wolfgang Ulrich Dressler. The text producer wants to argue that a company exploits the women in advertising to reach a highly intended sale. In the meantime, text can be readable communicatively within cohesion and coherence. Cohesion plays role in surface texts and coherence plays role in textual worlds satisfy criteria of textuality to get textual because communication both by producer and by receiver. That Jawa Pos is recognized very dynamic and innovative newspaper in following current issues is chosen of background, the the motto research of about cohesion “Perubahan Tiada Henti”. Based on that and coherence used in"Cermin Eksploitasi Advertiser", "Marketable Versus Nilai-Nilai" of "Prokon Aktivis" in Jawa Pos Newspaper was conducted to the following problem: How are cohesion and coherence used in “Cermin Eksploitasi Advertiser” and “Marketable v Nilai- Nilai” of “Prokon Aktivis” in Jawa Pos newspaper?

This research was conducted using descriptive qualitative method. The data were in the form of words or phrases using cohesive devices. In addition, the data were in the form of clauses, sentences, and paragraphs using coherence. The data were selected from 25 up to 26 April 2005 in those texts above.

Data analysis question. First, revealed cohesion the some could findings covering the formulated research be developed into six types: recurrence, definiteness, co-reference via proform, exophoric reference, ellipsis, and junction and surface signals that are tense, aspect, intonation, and keys. Meanwhile, coherence could be developed into primary and secondary concepts that make relations which appear together in textual world to get inferencing for interpreting texts.

Second, the two texts above describe advertising company exploiting the women as a main concern of marketing strategy in order to get a highly intended sale by women’s sensuality.

Based on those findings, it is recommended to readers to understand those texts above using cohesion and coherence, Beaugrande and Dressler’s theory that is to more completely. Furthermore, it is also recommended for the next researchers conduct researches on seven criteria of textuality comprehensively.