I. Introduction
Language is something that only human being posses in the world and is a unique characteristic of “Homo Sapiens”, since only human beings speak a language whereas other animals do not. Thus, language is considered as a criterion that is used to identify human beings, who are therefore also called “Homo Loquens”. It can be concluded that man is most clearly different from other species not only by his faculty of thought and intelligence, but also his capacity for language. The two are, in fact, very closely related to each other.
Language is a mean of communication in human life. Language has an important meaning in society and its surrounding. By using language, people are able to express their idea and feeling. Each language has its own characteristic. It is a system of arbitrary from vocal symbol where human being uses for their communication. The most important inevitable thing when we are talking about a language is a sentence. Of course, the sentence here always has rules. The rules of each language are different from other.
English is one important language used by people all over the word because it is an international language. For example, to make communication for international cooperation in some fields with other countries in the same world, we need it. In almost every country in the world, English is taught in school as major, second, or foreign language.
English also varies the advertising language both sound and written. We can see it in TV, listen it in Radio, and find it in the billboard along the road. The language is simple and easy but sometimes it is difficult to understand it. It requires special level of attention, knowledge of the word and processing abilities.
Language is something that only human being posses in the world and is a unique characteristic of “Homo Sapiens”, since only human beings speak a language whereas other animals do not. Thus, language is considered as a criterion that is used to identify human beings, who are therefore also called “Homo Loquens”. It can be concluded that man is most clearly different from other species not only by his faculty of thought and intelligence, but also his capacity for language. The two are, in fact, very closely related to each other.
Language is a mean of communication in human life. Language has an important meaning in society and its surrounding. By using language, people are able to express their idea and feeling. Each language has its own characteristic. It is a system of arbitrary from vocal symbol where human being uses for their communication. The most important inevitable thing when we are talking about a language is a sentence. Of course, the sentence here always has rules. The rules of each language are different from other.
English is one important language used by people all over the word because it is an international language. For example, to make communication for international cooperation in some fields with other countries in the same world, we need it. In almost every country in the world, English is taught in school as major, second, or foreign language.
English also varies the advertising language both sound and written. We can see it in TV, listen it in Radio, and find it in the billboard along the road. The language is simple and easy but sometimes it is difficult to understand it. It requires special level of attention, knowledge of the word and processing abilities.
II. Analysis
Since the visual image is present, people at last understand the content of communication. Advertising always present, something that is new and innovation. Since language may be viewed as something abstract and message can be encoded in sound and writing. In principle the study at the level of expression will extend to both writing system and sound system.
The aspect of the creative use of language is ability of every speech community to create new vocabulary of the language. Language is not only as verbal communication, forming human civilization, but as “Lingua Franca”. Such as advertising language is simple and qualified. Language is used as business media, offers the product and makes network widely. The advertising language is made to persuade, inform and offer the items-whereas advertising is usually simple, easy to recall but occasionally unconcern with the word choice, syntax or uses form of sentence, concept of syntactical, grammatical, concord, sentence fragment and parallel sentence. The principle is to expand a market, in commercial enter price.
Language is a medium to offer items or services. It means people use language ability to persuade the customer in order to buy their product to be permanent customer or to use their services. Although, there are truths, untruths. Aspects in offering their product, basically the characters of human language contain truth and untruth. (Nababan. P. W. J. 1993. ”Socio linguistic Suatu Pengantar”. PT. Gramedia Utama. 1993; Page 53)
1. The definition of advertising
An advertising is the non personal communication or information usually paid for and usually persuasive in nature about products, services, or idea by identified sponsors through the various media. (Bovel and Arens. 1986. “Advertising”. USA Richard D. Irwin. Inc.)
2. The function of advertising
According to Boove and Arens (1986: 8-9) advertising has many function :
a. To identify differentiate products from others
b. To communicate information about the product, its features, and its location of sale
c. To induce consumer to try new product and suggest reuse
d. To build brand preference and loyalty
Some assumption which advertiser holds about their audience, especially their level of attention, knowledge of the word and processing abilities. Advertisers do not take it for granted that audiences have a high attention level, the use non-linguistic and linguistic devices to draw their attention.
3. English in advertising
The use of language as commerce may find out direct on symbol recall of a product. The advertiser’s goal is to make customers recall easily those products than other certain products. When people hear expression “Connecting People” their memory concerns on mark one of hand phone spontaneously, which is familiar around us. The other word is such as “Attack”, this sentence is to a battlefield, but truly, it is name of detergent as a cleaner possible form the dirty, dirty on the clothes will be lost by attack. It is not surprising if the meaning in dictionary is different from the meaning of the copywriter.
The word “Fire”! is the symbol from Ardiles. The word “Fire”! according to dictionary is noun which describe fire. What is the relation between fire and shoes, any message between on live from the copywriter is that, when wear those shoes, our step is like fire, which always becomes the winner among the other business, study and the other activity. The other symbol of products “The Fearless Energy Drink” from Hemaviton, message the symbol of powerful and fresh of the body.
The other reason on why their product uses English, it can be interpreted that,
When the customer uses that product, it would be more prestigious in society and be included as educated people. (Chaedar, Abdul. 1992. “Socio linguistic”. Rineka Cipta. 1992; Page 10)
4. Language register in advertising
In the study of language varieties, register is another complicating factor. It is a set of language items associated with discrete occupational or social groups.
Register has important role in society. Register raise in order to persuade people to watch or to follow the effective communication. It can share more information about the specific purpose on several groups. Pateda, in Ida Rachmawati, classifies the function of register into 5, namely:
a. Intimate, it is used in family atmosphere
b. Casual, it is used to omit misunderstanding in communication
c. Deliberative or formal, it is used by speaker to broader conversation
d. Oratorical or frozen which is used by professional speaker to attract the listener.
e. Consultative, it is usually used to make an agreement. It is occurred in trade transaction, and typically dialogues
(Ida Rachmawati. “A Descriptive Analysis of The Register used by midwives in Obsgyn’s BPRSUD Salatiga. Reserch Paper. Page 16-17)
Register is used by a certain group of people as an emergence medium to express their idea or feeling. In short we can divide register into 2 forms:
a. Word: simple word, clipped form, blend, acronyms, coinage, and abbreviation.
b. Phrase: noun phrase, verb phrase
5. The relation of meaning in advertising
Language, like other forms of social activity has to be appropriate to the speaker using it. It is complex and unique. Each language has its own forms, including grammar and structure.
When a message is transferred from a certain language into others, the changes in its linguistic form arise. Translation means not only transferring words from certain language into another but also transferring the structure of the source in order to obtain an appropriate message. Language is not only a means of communicating information. It is also a very important means of establishing and maintaining relationship with other people (Peter Trudgill. 1994. “Socio Linguistic: An Introduction to Language and Society”. 1994. Page 13)
Translation requires an adequate command of both languages. One thing should be considered in discussing structure is its cynical aspect. One cannot possibly make a good sentence only with a wide range of words or vocabularies that he masters. He should employ the grammatical and structural devices to express what exactly he means. Therefore we cannot ignore structure as well as vocabulary especially in translation in which we deal with, two different sets of grammatical and structural device, and different cultures.
A language may be viewed simple as a means of imparting information, without undue concern for the distinction between the written and oral forms (Morris B. A. 1954. “The Art of Teaching English As a Living Language”. London Macmillian & Co. Ltd. 1954. Page 7)
When words are combined in a meaningful arrangement or pattern, communication take place. (Warriner E. J. 1982. “English Grammar and Composition”. United States of America. Harcourt Bravejovanovich. 1982. page 3)
In the register term, the meaning clarification takes the important roles. Each register produced by human being has its own meaning. The meaning is usually studied in the semantic. Therefore, Cann, in Eko Yunianto, holds that semantic is the study of meaning expressed by words, phrases, or sentences of human language (Eko Yunianto. “A Socio linguistic Analysis of Register Used By A Group of Transsexual in Solo”. Research Paper. Page 10)
The system of meaning is the important aspect of the language in communication. In some case however, it seem difficult to convey message because in some terms, registers have different interpretation by other. It is also concern with the context and the doer uses the register.
Larson, in Eko Yunianto, states that the meaning can be classified into 4, namely:
1. Grammatical meaning has 2 definitions involving the meaning express by grammatical ending, word order, or intonation and the part of meanings which varies from one form of paradigms to the other.
2. Lexical meaning is the meaning that is given by dictionary
3. Textual meaning is the meaning that is acquired from the relationship between one word to another in sentence.
4. Contextual or situational meaning is the meaning that raises from the situation or context.
III. Closure
In every day life, language plays an important role in communication. People express their idea, feeling, and intention with language. They read newspaper, watch TV, listen to the radio, think, plan, and write with the help of language. In short, language is the main tool of communication.
In their communication to a particular person (a group of people) the communication sometimes does not only use standard language which is easy to be understood by other people but also a register which is clearly understood by a particular group. To make communication fluent, people also need to know register of particular field which they frequently use in their communication.
Advertising language can be encoded in sound and writing. Its language sometimes is unconcern with the word choice, syntax or uses form of sentence, concept of syntactical, grammatical, concord, sentence fragment and parallel sentence. The principle is to expand a market, in commercial enter price.
The system of meaning is the important aspect of the language in communication. In some case however, it seem difficult to convey message because in some terms, registers have different interpretation by other. It is also concern with the context and the doer uses the register.
Thus the way to understand the advertising language is to use contextual language
IV. References
Bovel and Arens. 1986. Advertising. USA : Richard D. Irwin. Inc.
Chaedar, Abdul. 1992. Socio linguistic. Jakarta : Rineka Cipta.
Nababan. P. W. J. 1993. Socio linguistic Suatu Pengantar. Jakarta : PT. Gramedia Utama.
Oxford University Press. 1991. Oxford Advance Learner’s Dictionary. Oxford University.
Peter Trudgill. 1994. Socio Linguistic: An Introduction to Language and Society.Morris B. A. 1954. The Art of Teaching English As a Living Language. London: Macmillian & Co. Ltd.
Warriner E. J. 1982. English Grammar and Composition. United States of America: Harcourt Bravejovanovich.
Ida Rachmawati. A Descriptive Analysis of The Register used by midwives in Obsgyn’s BPRSUD Salatiga. Reserch Paper.
Eko Yunianto. A Socio linguistic Analysis of Register Used By A Group of Transsexual in Solo. Research Paper.
Since the visual image is present, people at last understand the content of communication. Advertising always present, something that is new and innovation. Since language may be viewed as something abstract and message can be encoded in sound and writing. In principle the study at the level of expression will extend to both writing system and sound system.
The aspect of the creative use of language is ability of every speech community to create new vocabulary of the language. Language is not only as verbal communication, forming human civilization, but as “Lingua Franca”. Such as advertising language is simple and qualified. Language is used as business media, offers the product and makes network widely. The advertising language is made to persuade, inform and offer the items-whereas advertising is usually simple, easy to recall but occasionally unconcern with the word choice, syntax or uses form of sentence, concept of syntactical, grammatical, concord, sentence fragment and parallel sentence. The principle is to expand a market, in commercial enter price.
Language is a medium to offer items or services. It means people use language ability to persuade the customer in order to buy their product to be permanent customer or to use their services. Although, there are truths, untruths. Aspects in offering their product, basically the characters of human language contain truth and untruth. (Nababan. P. W. J. 1993. ”Socio linguistic Suatu Pengantar”. PT. Gramedia Utama. 1993; Page 53)
1. The definition of advertising
An advertising is the non personal communication or information usually paid for and usually persuasive in nature about products, services, or idea by identified sponsors through the various media. (Bovel and Arens. 1986. “Advertising”. USA Richard D. Irwin. Inc.)
2. The function of advertising
According to Boove and Arens (1986: 8-9) advertising has many function :
a. To identify differentiate products from others
b. To communicate information about the product, its features, and its location of sale
c. To induce consumer to try new product and suggest reuse
d. To build brand preference and loyalty
Some assumption which advertiser holds about their audience, especially their level of attention, knowledge of the word and processing abilities. Advertisers do not take it for granted that audiences have a high attention level, the use non-linguistic and linguistic devices to draw their attention.
3. English in advertising
The use of language as commerce may find out direct on symbol recall of a product. The advertiser’s goal is to make customers recall easily those products than other certain products. When people hear expression “Connecting People” their memory concerns on mark one of hand phone spontaneously, which is familiar around us. The other word is such as “Attack”, this sentence is to a battlefield, but truly, it is name of detergent as a cleaner possible form the dirty, dirty on the clothes will be lost by attack. It is not surprising if the meaning in dictionary is different from the meaning of the copywriter.
The word “Fire”! is the symbol from Ardiles. The word “Fire”! according to dictionary is noun which describe fire. What is the relation between fire and shoes, any message between on live from the copywriter is that, when wear those shoes, our step is like fire, which always becomes the winner among the other business, study and the other activity. The other symbol of products “The Fearless Energy Drink” from Hemaviton, message the symbol of powerful and fresh of the body.
The other reason on why their product uses English, it can be interpreted that,
When the customer uses that product, it would be more prestigious in society and be included as educated people. (Chaedar, Abdul. 1992. “Socio linguistic”. Rineka Cipta. 1992; Page 10)
4. Language register in advertising
In the study of language varieties, register is another complicating factor. It is a set of language items associated with discrete occupational or social groups.
Register has important role in society. Register raise in order to persuade people to watch or to follow the effective communication. It can share more information about the specific purpose on several groups. Pateda, in Ida Rachmawati, classifies the function of register into 5, namely:
a. Intimate, it is used in family atmosphere
b. Casual, it is used to omit misunderstanding in communication
c. Deliberative or formal, it is used by speaker to broader conversation
d. Oratorical or frozen which is used by professional speaker to attract the listener.
e. Consultative, it is usually used to make an agreement. It is occurred in trade transaction, and typically dialogues
(Ida Rachmawati. “A Descriptive Analysis of The Register used by midwives in Obsgyn’s BPRSUD Salatiga. Reserch Paper. Page 16-17)
Register is used by a certain group of people as an emergence medium to express their idea or feeling. In short we can divide register into 2 forms:
a. Word: simple word, clipped form, blend, acronyms, coinage, and abbreviation.
b. Phrase: noun phrase, verb phrase
5. The relation of meaning in advertising
Language, like other forms of social activity has to be appropriate to the speaker using it. It is complex and unique. Each language has its own forms, including grammar and structure.
When a message is transferred from a certain language into others, the changes in its linguistic form arise. Translation means not only transferring words from certain language into another but also transferring the structure of the source in order to obtain an appropriate message. Language is not only a means of communicating information. It is also a very important means of establishing and maintaining relationship with other people (Peter Trudgill. 1994. “Socio Linguistic: An Introduction to Language and Society”. 1994. Page 13)
Translation requires an adequate command of both languages. One thing should be considered in discussing structure is its cynical aspect. One cannot possibly make a good sentence only with a wide range of words or vocabularies that he masters. He should employ the grammatical and structural devices to express what exactly he means. Therefore we cannot ignore structure as well as vocabulary especially in translation in which we deal with, two different sets of grammatical and structural device, and different cultures.
A language may be viewed simple as a means of imparting information, without undue concern for the distinction between the written and oral forms (Morris B. A. 1954. “The Art of Teaching English As a Living Language”. London Macmillian & Co. Ltd. 1954. Page 7)
When words are combined in a meaningful arrangement or pattern, communication take place. (Warriner E. J. 1982. “English Grammar and Composition”. United States of America. Harcourt Bravejovanovich. 1982. page 3)
In the register term, the meaning clarification takes the important roles. Each register produced by human being has its own meaning. The meaning is usually studied in the semantic. Therefore, Cann, in Eko Yunianto, holds that semantic is the study of meaning expressed by words, phrases, or sentences of human language (Eko Yunianto. “A Socio linguistic Analysis of Register Used By A Group of Transsexual in Solo”. Research Paper. Page 10)
The system of meaning is the important aspect of the language in communication. In some case however, it seem difficult to convey message because in some terms, registers have different interpretation by other. It is also concern with the context and the doer uses the register.
Larson, in Eko Yunianto, states that the meaning can be classified into 4, namely:
1. Grammatical meaning has 2 definitions involving the meaning express by grammatical ending, word order, or intonation and the part of meanings which varies from one form of paradigms to the other.
2. Lexical meaning is the meaning that is given by dictionary
3. Textual meaning is the meaning that is acquired from the relationship between one word to another in sentence.
4. Contextual or situational meaning is the meaning that raises from the situation or context.
III. Closure
In every day life, language plays an important role in communication. People express their idea, feeling, and intention with language. They read newspaper, watch TV, listen to the radio, think, plan, and write with the help of language. In short, language is the main tool of communication.
In their communication to a particular person (a group of people) the communication sometimes does not only use standard language which is easy to be understood by other people but also a register which is clearly understood by a particular group. To make communication fluent, people also need to know register of particular field which they frequently use in their communication.
Advertising language can be encoded in sound and writing. Its language sometimes is unconcern with the word choice, syntax or uses form of sentence, concept of syntactical, grammatical, concord, sentence fragment and parallel sentence. The principle is to expand a market, in commercial enter price.
The system of meaning is the important aspect of the language in communication. In some case however, it seem difficult to convey message because in some terms, registers have different interpretation by other. It is also concern with the context and the doer uses the register.
Thus the way to understand the advertising language is to use contextual language
IV. References
Bovel and Arens. 1986. Advertising. USA : Richard D. Irwin. Inc.
Chaedar, Abdul. 1992. Socio linguistic. Jakarta : Rineka Cipta.
Nababan. P. W. J. 1993. Socio linguistic Suatu Pengantar. Jakarta : PT. Gramedia Utama.
Oxford University Press. 1991. Oxford Advance Learner’s Dictionary. Oxford University.
Peter Trudgill. 1994. Socio Linguistic: An Introduction to Language and Society.Morris B. A. 1954. The Art of Teaching English As a Living Language. London: Macmillian & Co. Ltd.
Warriner E. J. 1982. English Grammar and Composition. United States of America: Harcourt Bravejovanovich.
Ida Rachmawati. A Descriptive Analysis of The Register used by midwives in Obsgyn’s BPRSUD Salatiga. Reserch Paper.
Eko Yunianto. A Socio linguistic Analysis of Register Used By A Group of Transsexual in Solo. Research Paper.
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