Analysis 7 Types of Meaning in Advertisement “Nuvo Game

Tech”

Lecturer : Elsan Alvian, S.S, M.Hum

Created By :
Fida Nurul
Revania Mutia
Windy Jeanifer

ENGLISH DEPARTMENT SCHOOL OF FOREIGN

LANGUAGE – JIA
BEKASI
2020
 ABSTRACT

There are many kinds of advertisement appears in the mass media. One of them
is the advertisement of electronic product. The Advertisers must use their language of
advertisement full messages. However, the consumers do not always easily understand
the language that used in advertisements. Thus, understanding meaning becomes the
most important thing in communication especially in advertising. Moreover, the main
purpose of advertisements is to deliver the messages, that should be understood by the
hearer or the reader and finally they will respond by buying or using the product that
advertised. Based on that background, this study is conducted on how the types of
meaning are appeared in the language of advertisement.

The result of this study shows that in the language of advertisement there are
several types of meaning appears and then connotative and affective meaning in is the
dominant meaning in advertisement language. It means the most advertisers use
connotative and affective words to make their advertisement meaningful and sense
able.

Based on those findings, it is suggested for the advertisers to comprehend and

consider the meaning when they write the advertisements.

Keyword: Conceptual, Connotative, Social, Affective, Reflected, Collocative,

Thematic.
 A. Introduction
Each word or sentence has a meaning. In linguistics, meaning is the information or
concepts that a sender intends to convey or does convey, in communication with a
receiver. From Nick Riemer (2010:7) in English, meaning uses the verb to mean to
refer to relationship involving at least one of three different types of thing: language,
the world (including people, objects, and everything outside of ourselves) and our own
minds or intentions. In semantics and pragmatics, meaning is the messege conveyed by
words, sentences, and symbols in a context.

According to Paul Skandera and Peter Burleigh (2005:2) the system or structureof
a language (language or competence) can be described at four different levels, which
form the core areas of linguistics, sometimes called microlinguistics: (1) phonetic and
phonology deal with pronounciation or more precisely with speech sounds and the
sound system, (2) morphology covers the structure of words. (3) syntax explains
sentence patterns. ( Morphology and syntax, often combined into morphosyntax, have
traditionally been referred to as grammar). (4) lexicology and semantics describe the
vocabulary or lexicon, and explore different aspects of meaning.

Semantic is a branch of linguistic that examines the meaning. Based on George

Yule (2010: 109) semantics is the study of the meaning of words, phrases, and
sentences. Semantic is a branch of linguistics that has the same status with other
linguistic branches. The semantic domiciles are similar to phonology, morphology and
syntax. In linguistic, morphology and syntax are included in grammatical sciences,
while phonology and semantics are included in non grammatical sciences.

In the research of meaning, we can use various kinds of media, such as advertising.
Advertising is a message about goods/products created by the manufacturer that is
delivered through the media and aims to attract consumers. Based on Dendy (2010:3)
The advertisement has 5 functions which are: providing information on the product,
persuading or affecting the consumer to consume the product, satisfying the consumer's
wishes, is a consumable tool, and capture the audience.

This research is aimed at the meaning of the analyzing in sentences. The Media
which the author uses is advertising. Advertising are chosen because they have simple
sentences but can attract everyone. In analyzing the meaning, the author uses theory
from Geoffrey Leech (1985: 23) :

1. Conceptual Meaning
2. Connotative Meaning
3. Social Meaning
4. Affective Meaning Associative Meaning
5. Reflected Meaning
6. Collocative Meaning
7. Thematic Meaning
No Sentences
1. All your mobile and gaming
needs under one roof
2. Now we’re your
neighborhood high tech store
for all your electronic needs
3. Among the best in over-ear,
noise cancelling headphones
4. They come in multiple design,
from a sleek look to funky
and vibrant
Types of Reason
Meaning
Connotative Under one roof is
connotative meaning
because “Under one
roof” connotes to “place
and building” which can
be a place to do
something like buy or
sell something.
Connotative Neighborhood is
connotative meaning
because neighborhood in
this senctences connotes
to group connection or
partner.
Reflected The word “Best”
Affective reflected to the
headphones which is the
best headphones product
and make the people
want to use it.
This sentence is affective
meaning because the
advertiser use language
style that make the reader
want to buy or use that.
Affective This sentence is affective
Connotative meaning because the
advertiser tell that they
will change their design
of the headphones to
good looking design.
The word “ Funky” and
“Vibrant” connotes to
style and colorful.
5. You’ll be in your own world
once you slip these, so you
won’t notice everyone staring
at your shiny and attractive
headphones
6. 48 hours listening time
7. High-comfort silicone
earpads
Connotative The word “Own World”
Reflective is connotative meaning
Affective because it use Figurative
Language
The word “Slip these” is
reflected meaning
because Slip in this
sentence its mean to wear
it in you ears not to slip
in your pocket.
This sentence is affective
meaning because the
advertiser make a
sentence to persuade the
readers to use or wear it.
Affective This sentence used
affective meaning
because the advertisers
use figurative language.
Affective This sentence is affective
meaning because the
word high comfort make
the reader want to buy it
or use it.