THE STAGING OF SLOGAN OF SOME SELECTED ADVERTISEMENTS ON TELEVISION

DESY RIZKI MAWARNI, 2813123049 (2016) THE STAGING OF SLOGAN OF SOME SELECTED ADVERTISEMENTS ON TELEVISION. [ Skripsi ]

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Abstract

ABSTRACT Mawarni, Desy Rizki. Student Registered Number. 2813123049. 2016. The Staging of Slogan of Some Selected Advertisements on Television. English Education Program. Sarjana Thesis. English Education Department. Faculty of Tarbiyah and Teacher Training. State Islamic Institute (IAIN) of Tulungagung. Advisor: Dr. Sukarsono, M.Pd Keywords: Staging and Slogan. The background of the research is that in our daily lives, how to construct or arrange the words into sentences to be good utterance was important. It was because the way a piece of discourse is staged must have a significant effect both on process of interpretation and on the process of subsequent recall (Brown & Yule, 1983:134) Like in the world of advertising, advertisers made a slogan by considering the staging used of the slogan. A slogan with good staging would attract the audience and gave big impact on the success of their advertising. In this case, the staging of the slogan is a unique thing to be analyzed, because most of the word sequence of slogan used was different from the sentence in general. The statements of the research problems were: How is the staging of slogan of some selected advertisements on television? This research problem is elaborated into two research problems. Those were: 1) How is the staging of slogan of some selected advertisements on television in term of foreground and background? and 2) How is the staging of slogan of some selected advertisements on television in term of theme and rheme? The objectives of this research were to: find out the staging used in slogan of some selected advertisements on television, which elaborated more into two objectives. Those were: 1) Find out the staging of slogan of some selected advertisements on television in term of foreground and background, and 2) Find out the staging of slogan of some selected advertisements on television in term of theme and rheme. Qualitative approach was applied in this research. The instrument of this research was the researcher herself. The data were the utterances (words, phrases, and sentences) of the slogan. The source of data was slogan of some selected advertisements (cigarette, car, electronic, public service, and mobile card) on television. Data collected from television. The entire data amount is 10 slogans. Data analysis included of data reduction, data display, and data summarizing. Research finding included of this research showed that how importance staging (word sequence) for attracting the audience in advertising or promoting or campaigning something important. It was also done to persuade the audience to take action in accordance with what the authors expect. The last, staging was used to deliver a surprise to the audience who read or heard the slogan. Research finding showed that the foreground and background were found in the first and last point of a clause. There were also three themes found out which the most theme used was topical theme.The finding also proved that different sequence of word or sentence would affect the meaning or interpretation of that sentence or text. It was related with the theory of Clements (1979:287) that “staging is a dimension of prose structure which identifies the relative prominence given to various segments of prose discourse”.

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