%A NIM. 10150002 NASHIHAH
%O Dr. Ubaidillah, M. Hum
%T DISCOURSE ANALYSIS OF
“ REXONA ADVERTISING”
%X This study aims to describe, to analyze and to compare the texts and contexts in
printed advertisements of Rexona Power (fermin), Rexona Men (iced cool), and
Rexona Women (maximum potection) that are found in www. coloribus. com. It is
interesting to get the research about the meaning of discourse in three
advertisements of Rexona Power, Rexona Men and Rexona women. The writer
has the two research questions that want to reveal. It is about how do texts and
contexts of advertisement Rexona Power, Rexona Men and Women express
meaning and how are those three advertisements different. The objective of study
are to describe the meaning of the texts and contexts of advertisements of Rexona
Power, Rexona Men and Women and to describe how those three advertisements
different. This research uses descriptive qualitative method since this research is
used an advertisement and collecting data by library research. This research is
used some theories; theory of the discourse of advertising by Cook and cohesion
concepts adapted by Cook from Halliday and Leech. In this research, the writer
finds out the number of cohesion devices in text of advertisement Rexona power
that includes repetition, referring expression, sense relation, ellipsis and
conjunction. While, the two others have repetition, referring expression, ellipsis
and conjunction. Repetition makes co-reference in text clear; sense relations may
add new information economically while also aiding clarity; referring expressions
are brief, though they sacrifice clarity; conjunction make connections clear. While
the contexts in Rexona Power creates meaning a discourse of bullfighting in
Mexico, Rexona Men creates meaning a discourse of a sport car, while Rexona
Women creates meaning a discourse of a feminism.
%K cohesion, discourse of advertising, printed advertisement, Rexona,
text and context
%D 2016
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib20046