Hammam, 2201501028 (2006) CONTEXT OF SITUATION CONTAINED IN ENGLISH COMMERCIAL ADVERTISEMENT. Masters thesis, Universitas Negeri Semarang.

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Abstract

The background of the study in this research is that in business field, one of the functions of English is used as a medium for advertising certain products. The products, especially that are popular, usually use English to write some elements of advertisements such as: headline, body copy, label, etc as a means of promoting them. English, as text, will be used to persuade, influence, and create new images of the customers toward certain product and services. The problem of this research can be stated as follows: What are the contexts of situation contained in English Commercial Advertisement. The objective of this study is to analyze the context of situation; field, tenor and mode, of English Commercial Advertisement. In order to get the finding of this thesis objectively, the writer performed a research, provided with the descriptive qualitative approach. The data used is in the form of discourse, sentence, phrase and words gained from English Commercial Advertisement found in the three of newspapers; Republika, The Jakarta Post, and Kompas that published January 2000 until January 2005. Method of data collection is documentation. Technique of Data Analysis uses the context situation analysis as formulated by Halliday and Hasan (1985:14). The writer has found that the field of English Commercial Advertisements tells about vacancies, enrollment at elementary school and university, job training, and seminar. The tenor of them indicates that the relation between the copywriter and readers is not equal. The modes of the texts are realized in the form of clause complex, paratactic and hypotactic.

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