Mode in the advertisement texts of The Ritz-Carlton Bali Resort & Spa

Oleh :
Sarno Yudha Permana - C1304040 - Fak. Sastra dan Seni Rupa

ABSTRACT This is a qualitative research employing a descriptive and comparative method. The analysis aims at describing and comparing the Mode in advertisement texts of The Ritz-Carlton Bali Resort & Spa. The data in The Ritz-Carlton Bali Resort & Spa were taken from Garuda Magazines, May and September 2005’s Edition. The researcher applies “teknik pustaka” since the data used in this is collected from the written resources. This research was conducted by analyzing the data through the description of lexicogrammar, cohesion, text structure and genre, which furthers it was to explore the Mode covering channel and medium of both texts. At last, this research was aimed at finding similarities and differences between them. From the data analysis, it is difficult to determine whether the texts belong to spoken or written channel. Some elements indicate that the texts belong to spoken channel, and the others belong to written channel. It concludes that both texts tend to use between spoken and written channel. It can be seen from the employment of more minor clauses, simplex clause and the few of complex clause in paratactic and hypotactic interdependency system, and elliptical; mental behavioral, mental, attributive relational, and existential processes; simplex nominal and verbal group, few complex nominal group also the absence of complex verbal group; many technicalities and nominalizations; low lexical density; the dominant synonymy and repetition in the lexical cohesion, and external conjunction in grammatical cohesion, also thematic structure of the texts. Meanwhile, the use of magazines as the medium in promoting The Ritz-Carlton Bali Resort & Spa advertisement is effective as their target of audiences are foreign and domestic visitors who are well educated and from middle to high-class society. The other supporting elements can also be seen through selling and marketing techniques, which is very appropriate for the advertisement in the medium. Based on the analysis, there are some similarities found in the Mode of both texts. Both texts employ the same channel that is between spoken and written channel. It can be seen from the analysis of clause complex, nominal and verbal groups, cohesion, lexical density, technicality and nominalization, and metaphors. The use of between spoken and written channel in both texts is appropriate with its medium and the readers of the Garuda magazines. Besides, both texts also apply the same genre, which is description genre since it consists of general description followed with some descriptions. Meanwhile, the similarity of medium can be seen from its medium of advertisement and selling and marketing techniques. The medium used in both texts is in the form of magazine. Meanwhile, the marketing technique of both texts is pioneering stage, and the selling technique of both texts belongs to love object, which emphasize on the appeal of human nature to love objects. Both texts are effective and appropriate in the medium of Garuda magazine. It can be seen from the data description and the data interpretation of text I and II which supported with vivid text structure, which is started from general description of The Ritz-Carlton Bali Resort & Spa followed with some descriptions about its facilities and services provided in the Spa. The vivid text structure also gives the detail information about The Ritz-Carlton Bali Resort & Spa. It is also supported by the employment of familiar and readable language for the target audiences, where the target audiences of the product advertised are domestic and foreign visitors who are well-educated person and from middle to high-class society; and the employment of some technicalities, which do not make the difficulties for the reader to understand. Meanwhile, the differences in channel can also be seen through the element of lexicogrammar in MOOD system, transitivity system and theme analysis. Both texts completely employed topical unmarked themes. Topical unmarked themes in text I represent the first personal pronouns. It indicates that text I uses spoken channel. Meanwhile, topical unmarked theme in text II represents the third personal pronouns, which indicates that the text uses written channel.