Analysis Advertisement

DISCOURSE O F ADVERTISING

As introduction let’s talk about what is discourse.

Discourse can be divined in three ways

-          Language beyond the level of sentence

-          Language behaviors linked to social practice

-          Language as a system of thought

It means that discourse not only talks about the text but the context of word or sentence or it can be conclude discourse is learning about meaning beyond the sentence.

Then about advertising, talk about advertising is such as talk about our everyday life because we can find advertisement almost in where ever we are for example in a road for a billboard or in a TV with their commercial break, magazine or even in a newspaper, all of them are serves various of product, service or an idea, it is really helpful for us as a reader or listener because from an advertisement we got so many information and options of something that we need or want.

But after all do you know what is “advertising” really is?

Advertisement word came from Latin verb “advertere” meaning “to turn toward” which have a purpose to get attention from reader or listener. Advertising can be divided into two kind first is commercial advertisements with branding that used to selling product or service and the second is non-commercial advertisement or non-profit such as public service announcement. 

 “Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media” (Bovee, 1992, p.7) www.public.wsu.edu

 

It can be conclude that advertising is about communication through a medium which used to deliver a message such as television, radio, internet, magazine, newspaper or television. The way of advertising being communicated are from image, text and also sound. The purpose of advertising is to catch the costumer to buy the product, use the services or agree with the idea that serves.

Now, let’s take a look for some example of advertising and the analysis through Discourse of Advertisement.

Discourse of Advertising aim to examine the textual and contextual including image or picture, music, graphological effect (typographical variations and different layouts), placed of text, size, space ,phonological (sound related), paralanguage (the area of nonverbal communication such as body language and voice nuances to expressing thoughts and feelings), situation, and also co-text which contain in advertising.

There are five different advertisements from five different sources.

1. Magazine (Cosmetic)

Wardah

            This advertisement consist of two aspects, first is visual display (picture) and second is text. This advertisement is selling the product of cosmetic named Wardah

In the first line of the advertisement there is a word which became the slogan line “7 KEKUATAN UNTUK MEMBANTU CERAHKAN WAJAHMU” and exact in the bottom of this word there is woman with close-up photo show her face with happily.

            The slogan word is placed in the top of advertisement to get the attention from the reader about how could this product gives the benefit to make face more brighten (look for ingredients of this product). The ingredients draw in a circle shape with the word in the center “7 actives white complex, AHA, and SPF 30” this three ingredients which become the main substance of this product that believe can make face more brighten.

            The promotion started in the word of “WARDAH LIGHTENING CREAM” where the producer tries to introduce the product so the word also made in a big size with the color which becomes the stereotype of this product “blue”.

            This product consist of two different creams, first is for the day with soft tube and the second for the night with the pot cream. Cream for the day is in front of the night cream because it is become the priority to use and also for the places cream for the day is easiest to bring everywhere because there are so many activities in the day. This advertisement closed with the brand’s name of this product wrote “WARDAH” with the size bigger than the other. The label of hallal in the bottom of advertisement is support the woman who wears a hijab which is this product is particularly recommended for a religion because there are some substances that prohibited by one religion (this is as one of pledge to attracted people that this product is good and safe).

            The background of this advertisement is using white color same with the cloth and hijab that the woman wears which describe the purity and supporting the slogan that this advertisement shows “lightening/brighten”. This product is about cosmetic for women beauty so it is reasonable that the model use a woman (actress) to catch the interest of consumer to buy this product. This advertisement using the paralanguage with her eyes who look to the side of product and focus to the benefit of using this product and also her hand which touch her chic to show the softness because of using this product (show the result of the product). If look from the layout this advertisement has same alignment in the opening and also closing words, meanwhile the center of advertisement contains with the body or message.

            2. Newspaper (Tutoring)

            "EF" English First 

            This advertisement consist of two aspects, first is visual display (picture) and text, but in this advertisement the text aspect is more intensively shown to attracted people than the image. This advertisement is selling a service as a tutoring to learning English.

            In the beginning of the text there is a word “WELCOME BACK TO SCHOOL!” all the words are using capital filled with white color, it is also write in biggest size, additional of exclamatory in the end of the sentence is to give an enthusiasm in new semester. The purpose of this sentence is to catch the attention from the reader because the size and color is different with the other text in that newspaper, then in the bellow of first line text, this advertisement introduce the name of institution and persuade the people to join this tutoring group.

           The second text column are in the image of notebook which wrote “DISKON s.d – 2 JUTA – 17 Aug.7 Sep – syarat dan ketentuan berlaku – AYO DAFTAR SEKARANG! – EF (English First)” . every words in this text column is more narrative, such as in the first line every alphabets using different color for each, and then in the second line the price is wrote bigger with one color (pink) as the focus target read in this column because this service serves the benefit if  people/parent register as soon as possible. There also small text that wrote “syarat dan ketentuan berlaku” it has relation with the price that the advertisement gives signed by asterisk symbol (*) because this text need to include but it is not the focus or a part of benefits of this advertisement but the other hand it make curious for the lessee service because the text made in the smaller form.  Persuade words also made in creative way, where the words made with aslant mode in a sentence “AYO DAFTAR SEKARANG!”, and the logo of cooperation of this institution was shown.

            In this advertisement there is also attached the address and the website as the contact for communication. It is also show that this advertisement is true and can be accounted for the righteousness.

From what we see this advertisement just use two supporting image, firs is pencil and the second is notebook, it is really relatable because this advertisement relates with the lesson activity. Background color and the variation of word also make it attracted to the kids, there are many bright colors were choose for making near with nuance of children. For the layout, the places of each sentences are appropriate to the content that want to show top for the introduce , right side with the notebook to wrote the main intention of this advertisement and in the left in the bottom it place for additional information around the address and website so the reader do not confuse.     

            3. Television (Insurance)

            MANULIFE

  

            Before we go to the analysis let’s we take a look for the conversation.

           

Wife:               (interview in a living room (a wife is sitting with her children)).

Suami saya itu unik…seneng benerin barang tapi jadinya malah tambah parah

Waktunya…suka gak salah, pelupa… (sales’voice who call the father). (slow and sad music instrument)

First son:         Ayah ngebenerin kacamata aku (but everything went wrong)

Wife:               Dan selalu ngilangin barang…hari ini dompet, kemarin mobil

Interviewer:     Kunci?

Wife:               Bukan.

                        Yang terakhir dia selalu telat, lahirnya aja telat

Tapi, walaupun dia begitu…menyiapkan masa depan kami, dia selalu bisa kami diandalkan. (music instrument changing to cheerful).

Husband:         (the father arrived in his home and then look to the interview)

Interview ya?...,

Interviewer:     Cut!

Husband:         Ni robotnya ayah benerin. (giving a robot that he has restored to his son)

NARATOR:   saat mereka mengandalkan anda, anda bisa mengandalkan...MANULIFE  untuk segala kebutuhan financial solusi kesehatan, pendidikan, investasi dan pensiun.

This advertisement uses three aspects, first is image (graphic), text, and sound at the same time but text in the advertisement just as additional to show the name of provider service or product with main point which is becomes the value of this service.

. Advertisement in the television has much benefit because the producer or service provider  can make the things as detail as they can to attract the people for watching the commercial break, in this kind of advertisement the service provider using comedy genre to make this advertisement more interesting. This advertisement is kind of service provider which is persuade people to join this insurance with slogan "#jadiandalan".

The illustration of this advertisement is about a family which is had two children (one is a baby, describing about the future) have an interview in their living room. It is really relatable with the service that want to serve because the provider service serve insurance that consider for family (financial priority) because this provider gives  assurance for health, education, investment, and retirement. This advertisement describe about daily life that this family past and many of trivia things (such as when the wife says “Suamiku…seneng benerin barang tapi jadinya malah tambah parah - Waktunya…suka gak pas, pelupa” ) that the father cannot solve the problem to the better one even though he has did the best work. But there is one thing that the father do which is the best thing without mistake, that is about his family future with took the step to join the Manulife as the service provider which give the insurance for his family and there is no worry for doing activity because their life has been guaranteed in Manulife.

The sound of this advertisement is also appropriate to the atmosphere when the wife told about her husband’s mistake when doing something, until she proclaim the one decision that her husband did is join with Manulife insurance, that is the best thing he ever had and suddenly the music changing to the cheerful one.

The costume that the model (Father as the holder of decision) use is represents the stereotype color of this service “green” which is match and adjust to support this advertisement. About sound when the narrator give his statement there is a rest for a while and continue with saying “Manulife” for giving extra focus for the audience. This advertisement is very attractive in image or even in sound.

4. Internet (Game online)

 Conquest 3 Kingdom

This advertisement often shows in blackberry massager. This is kind of product advertisement but in a form of content. The content is a game product which aims for played, user can download the game from play store or another sources application in the user’s smartphone. The aspect of this advertisement consists of image and text.

            The body of advertisements;

- Name of game

- Picture

- Slogan line

- Additional word (persuasive)

- Connection to download the game

           

This advertisement shows the image of china woman as the icon of this advertisement is holding a sword and wears woman’s armor like the other china’s women armor uses with sitting in the center picture, this image really give the benefit for the business because mostly the one who play this kind of game is boys and the image very support to attracted people especially boys it is because the illustration of this advertisement is using a beauty woman (look mature and sexy) who waiting for player to play a game and show the power and looking for authority (how the woman use her legs). The advertisement use black background with people are doing a war and the woman wars armor with bright color so the focus just on the woman picture. This cartoon also not look for children ages b for adult.

            The title of this game is Conquest 3 kingdoms using variation word with fire effect which describe a spirit and combat, meanwhile the slogan “Unleashing Lust Desire” in the left bottom of picture colored with red outline which describe the bloodshed.

            This advertisement is so effective because nowadays people so active in social media especially blackberry massager and the game was automatically connected with the server that the game can be downloaded, we can see there also logo of play store that means this two content have been corporate between the game and Google play.

            The bottom of advertisement, there is additional text to give instruction for the player what the aim of this game and what you must do in this game. It gives a brief information so the player know what kind of this game is.

5. Radio (Safety)

            Helmet

            This advertisement consists of sound aspect only, where the audience as listener just giving attention to the sound that the advertisement gives. This advertisement is a kind of public service announcement because in this advertisement the narrator does not say such as brand of product but more give the announcement about the important of safety riding.

            And this is the situation that describe in this advertisement.

-          Intro Music

-          Conversation

A: din…din…udin!

B: eh ada elu Jo, telat juga lu?

A; Iyanih kesiangan juga gue, semalam habis nonton bola.

B: Ngebut yuk udah jam berapa nih, tugas masih ada yang belum dikerjain lagi

A: Ayo capcus balapan ye ke kampus?

B: Oke..

A: yang kalah kerjain tugas ye.

B. oke, ayo cabut…

            -     Music

            -     Sound of motorcycle

            -     Sound of Ambulance sirine

            -     Sound of Man’s steps

-     Narator speaks “mau selamat pakalian helm SNI untuk keselamatan anda dalam berkendara”.

            The sounds are clearly heard because there is no overlapping between one effect and another, after all the narrator give the explanation about what the important of using helmet especially which has international standard.

            As the public service this advertisement give a good plot and clear effect sound  but the only thing that makes this advertisement not optimal is there's no expression that makes the listener interested to hear when in the two men have conversation, because even though the listeners cannot see the face of the player but their voice influence the emotion of listener.  

As the conclusion of all, every aspect that support to the advertisement must be adjust with kinds of media that the provider service or producer use because it will make the advertisement success and got the optimal or even maximal audience. The other thing that is also important in advertising is the “message” that the advertising give, it must give the same perception with other so between addresser-message-addressee must be clear and adjust to the target reader or listener (audience).