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Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI MEANINGS OF FIGURES OF SPEECH USED IN TOURISM ADVERTISING SLOGAN TEXTS IN THE INTERNET A THESIS Presented as a Partial Fulfillment of the Requirements to Obtain the Magister Humaniora (M. Hum.) Degree in English Language Studies SISKA BOCHARI Student Number: 096332020 THE GRADUATE PROGRAM IN ENGLISH LANGUAGE STUDIES SANATA DHARMA UNIVERSITY YOGYAKARTA 2011 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI iii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI STATEMENT OF ORIGINALITY This is to certify that all ideas, phrases, sentences, unless otherwise stated, are the ideas, phrases, and sentences of the thesis writer. The writer understands the full consequences including degree cancellation if she took somebody else's ideas, phrases, or sentences without proper references. Yogyakarta, 17 March 2011 SISKA BOCHARI iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Siska Bochari Nomor Mahasiswa : 096332020 Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul: Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet beserta perangkat yang diperlukan. Dengan demikian saya memberikan hak kepada Perpustakaan Universitas Sanata Dharma untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan mempublikasikannya di internet atau media lain untuk kepentingan akademis tanpa perlu meminta izin dari saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis. Demikian pernyataan ini saya buat dengan sebenarnya. Dibuat di Yogyakarta Pada tanggal: 17 Maret 2011 Yang menyatakan, Siska Bochari v PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ACKNOWLEDGEMENTS Foremost, Alhamdulillahirabbil’alamin, I praise to Allah SWT, the Most Gracious and the Most Merciful who has given me the greatest love, grace, and blessing that I have finished this thesis. My deepest gratitude and appreciation goes to Dr. B. B. Dwijatmoko, M.A. as my advisor, who gave me advice and guidance during the writing of this thesis especially in GRP class. I would also like to extend my gratefulness to all lectures, Prof. Soepomo Poedjosoedarmo, Prof. Bakdi Soemanto, Dr. J. Bismoko, Dr. Fr. B. Alip, M.Pd., M.A., F.X. Mukarto, Ph.D, Dr. Novita Dewi, M.S., M.A. (Hons.), Dr. Alb. Budi Susanto, S.J. and staff of English Language Studies, Sanata Dharma University, who have taught, guided, and helped me during the study. My endless love and appreciation are presented to my beloved mother for her never ending support and prayer, my late father for his love, my brother and sisters who have supported me to accomplish my study. You have been there for me and helped me to get through every happy and sad moment in my life. Very special thanks to all ELS students of 2009 class, especially my best friends, Suzana „emak‟ Maria, Vivi „giant‟ Rachmawati, Tira „tuyul‟ Mariana, thanks for being there for me both in ups and downs, thanks for every kindness that you give me; love, care, and friendship. For “someone” in heaven, thanks for everything, it was so precious. Memory of you will still remain. Last but not least, I would like to thank to my colleagues at Tadulako University, who have given me opportunity to continue my study. May God bless you all. vi PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI TABLE OF CONTENTS TITLE PAGE …………………………………………………………………....... i APPROVAL PAGE ………………………………………………………………. ii DEFENSE APPROVAL PAGE ………………………………………………...... iii STATEMENT OF ORIGINALITY ……………………………………………… iv LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS …………………………………………………….. v ACKNOWLEDGMENTS ………………………………………………………... vi TABLE OF CONTENTS ………..……………………………………………...... vii LIST OF TABLES ……………………………………………………………....... ix LIST OF APPENDICES ………………………………………………………….. x ABSTRACT ……………………………………………………………………… xi ABSTRAK ………………………………………………………………………... xii I INTRODUCTION ..………………………………………………………… 1 A Background of the Study ……………………………………………… 1 B Problem Formulation ………………………………………………….. 6 C Research Objectives …………………………………………………… 6 D Research Benefits ……………………………………………………… 7 II THEORETICAL REVIEW ………………………………………………… 9 A Literature Review …………………………………………………........ 9 1 Meaning …………....……………………………………………..... 10 a. Meaning Based on Semantics ………………………………….. 11 b. Meaning Based on Pragmatics …………………………………. 14 c. Speech Acts ……………………………………………………. 18 2 Figures of Speech ………………………………………………...... 23 a. Characteristics of Figures of Speech ……...…………………… 24 b. Types of Figures of Speech …………………………………..... 25 c. Purpose of Figures of Speech ……………………………..…… 41 vii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI d. Place of Figures of Speech in Advertisement …………………. 42 3 Advertising …………..…………………………………………….. 43 a. Language of Advertising ……………………………………..... 44 b. Slogan Texts and Text Types …………………………………... 47 c. Short Functional Texts …………………………………………. 50 d. Generic Structure and Lexicogrammatical Features ………….... 50 B Review of Related Studies …………………………………………….. 52 C Theoretical Framework ………………………………………………... 53 III METHODOLOGY ………………………..………………………………... 55 A Type of Study ………………………………………………………….. 55 B Research Data ………………………………………………………..... 56 C Data Analysis ………………………………………………………….. 58 D Test (Result Verification) ……………………………………………... 60 IV ANALYSIS AND DISCUSSION …………………..……………………… 62 A Observed Figures of Speech ….....…………..………………………… 62 B Meanings of Figures of Speech .……………………………………….. 73 C Illocutionary Acts in Figures of Speech ……………………………….. 81 V CONCLUSION …………………………………………………………….. 88 BIBLIOGRAPHY ………………………………………………………….. 93 APPENDICES ……………………………………………………………… 98 viii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI LIST OF TABLES TABLE 2.1 CLASSIFICATION OF ILLOCUTIONARY ACTS ……... 20 TABLE 2.2 DEFINITION OF FIGURES OF SPEECH .……………… 39 TABLE 2.3 THE EXAMPLES OF GENRES AND TEXT TYPES .….. 49 TABLE 4.3 THE EXAMPLES OF FIGURES OF SPEECH ….……….. 63 TABLE 4.4 THE EXAMPLES OF MEANINGS …..………………….. 74 TABLE 4.5 THE EXAMPLES OF ILLOCUTIONARY ACTS .………. 81 TABLE 4.6 THE TAXONOMY OF ILLOCUTIONARY POINTS AND EXAMPLES OF ACTS ..………………………………….. 82 ix PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI LIST OF APPENDICES Appendix 1. LIST OF FIGURES OF SPEECH IN TOURISM SLOGANS .. 98 Appendix 2. LIST OF MEANINGS OF FIGURES OF SPEECH IN TOURISM SLOGANS ………………………………………. 100 Appendix 3. LIST OF ILLOCUTIONARY ACTS IN TOURISM SLOGANS ………………………………………..………….. 102 Appendix 4. LIST OF TOURISM SLOGAN TEXT IN PICTURE (EXAMPLES) ……………………………………………….. 104 x PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ABSTRACT Siska Bochari. 2011. MEANINGS OF FIGURES OF SPEECH USED IN TOURISM ADVERTISING SLOGAN TEXTS IN THE INTERNET. Yogyakarta: The Graduate Program in English Language Studies, Sanata Dharma University. This thesis analyzes about the meanings of tourism slogan texts in internet. Since the language used in tourism slogans is arranged as attractive as possible to grab people‟s attention, it becomes different from the language used day to day. The tourism slogan texts commonly apply different language use which makes people having different personal and contextual interpretation. Then, the writer attempts to study the meanings of the slogan texts based on the figures of speech and speech acts, especially on illocutionary acts. There are three problems of the study: (1) What figures of speech do the tourism advertising slogan texts have? (2) What meanings do figures of speech show in tourism advertising slogan texts? and (3) What illocutionary acts do the slogan texts have in tourism advertising slogans? As a source of data, the writer employed 130 slogan texts taken from Google pages. Since the object of this study was tourism slogan texts, they were taken randomly and not limited to the year of 2010 as the latest ones. Then, this study applied cyclic system which is a system used for corpus data, to analyze all 130 slogan texts by using descriptive qualitative research. The results of the analysis show that there are 14 figures of speech used in tourism advertising slogan texts. From the 14 figures of speech, alliteration and personification become the dominant ones. Next, the meanings of figures of speech can be categorized into five groups, namely to make the slogan memorable, to make the slogan attractive and imaginative, to give characteristic and symbol, to offer experience, and to give modest assertion. Finally, from the data, it is found that assertive act dominates the tourism advertising slogan which functions to highlight the state or the character of the location. As a matter of fact, although the slogans have one act, assertive, they have many kinds of figures of speech on their texts. By studying and analyzing meaning of tourism slogan texts through figures of speech and speech acts, the writer expects people, especially students and teachers, can obtain some information about tourism slogan. They can obtain practical use of speech act and figures of speech in making tourism slogans and implementing those theories with the purpose of promoting the image and attract people‟s attention. The writer also expects teachers to develop the teaching materials both in semantics and pragmatics. Since there is limited information regarding the application of figurative language in promoting image,
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