DISCOURSE ANALYSIS OF “ REXONA ADVERTISING”

NASHIHAH, NIM. 10150002 (2016) DISCOURSE ANALYSIS OF “ REXONA ADVERTISING”. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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