A comparative study of register in product and institution avertisement texts published by PT Telkomsel and Siemens company (based on systemic functional linguistics)

Oleh :
Setya Sri Saryanta - C0301058 - Fak. Sastra dan Seni Rupa

ABSTRACTS A Comparative Study of Register in Product and Institution Advertisement Texts Published by PT Telkomsel and Siemens Company (Based on Systemic Functional Linguistics). Thesis: English Department, Faculty of Letters and Fine Arts, Sebelas Maret University Surakarta. This study is a qualitative research applying the descriptive method. It was conducted to compare the register of Product and Institution advertisement texts published by PT Telkomsel and Siemens Company. The data sources are: (a) the advertisement texts of Telkomsel and Siemens Gigaset taken from The Jakarta Post on Monday, May 27th 2004 edition; (b) advertisement text of Halo Bebas taken from The Jakarta Post on Monday, August 26th 2004; (c) Siemens advertisement text taken from Newsweek on May 25th 1998 edition. This study applies total sampling technique, conducted without selecting samples based on certain criteria, in fact, all elements of the sample are used. This study analyzes those texts through their lexicogrammar, lexis and cohesion system. Afterward, those aspects are used to interpret their register, includes Field, Tenor (Status, Affect and Contact) and Mode. Later on, this study compares the register of Product and Institution advertisement texts published by PT Telkomsel and Siemens Company, to find the similarities and differences between them. Thus, the comparison of register between those advertisement texts can be summarized as follows: (i) viewing Field, advertisements published by PT Telkomsel and Siemens; both product and institution; basically deal with a social action of promoting, and the institution ads of PT Telkomsel and Siemens just lift up the company’s image while their product ads do strengthen the image both the product and the company; (ii) dealing with Status, both Telkomsel and Siemens place themselves in an equal status in their institution advertisement while they have an unequal status (defer or lower); (iii) figuring out Affect, Telkomsel and Siemens asses the objects and the readers positively in both Product and Institution ads; (iv) talking about Contact (familiarity), Telkomsel and Siemens identically exploit familiar language in those two types of ads; (v) detecting Contact (involvement), Telkomsel and Siemens highly involve the readers in their product advertisements, and, on the contrary, they just relatively involve the readers in their institution one; and, (vi) examining Mode, PT Telkomsel and Siemens prefer to use more spoken language in their product ad whereas they choose to convey spoken-written in the institution one. Further, in the level of medium, PT Telkomsel and Siemens have effectively and appropriately delivered their promotion message of the goods in their product advertisement texts; they surely make the readers to see the message promoting the products’ benefits easily by applying familiar language, more spoken language and positive assessment toward the products (the objects), and both companies also successfully show their respect to the readers as their target customers by occupying lower status, positive judgment to the readers and the readers’ high involvement Meanwhile, in the institution advertisements, Telkomsel and Siemens still appropriately allow the readers to understand the message (the company has a good credibility) by employing familiar language, spoken written style and the positive evaluation to the objects, and both of them also still keep their respects and appreciation to the readers by applying equal status, the readers’ relative involvement and the positive assessment to the readers. However, Siemens is still considered to have a success in building a goodwill for her company while Telkomsel is not. It is all because Telkomsel has missed to identify the readers who are targeted as her customer. Nevertheless, the situation in their product ads have been created to be more relax and interactive than the situation in the institution ad.