advertisementanalysis_khusnul lia f_eka putri pratiwi.pdf
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ADVERTISEMENT ANALYSIS
DISCOURSE ANALYSIS CLASS C
By:
Khusnul Lia Fatmawati 130210401002
Eka Putri Pratiwi 130210401013
ENGLISH EDUCATION STUDY PROGRAM
THE FACULTY OF TEACHER TRAINING AND EDUCATION
UNIVERSITY OF JEMBER
2015
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INTRODUCTION
An advertisement refers to something like a short film or a written notice
that is shown or presented to the public to help sell a product or to make an
announcement. Besides that, it explains about a person or thing that shows how
good or effective something is in order to convince people to buy a product or
service. According’s William Stanton, advertising consists of all activities
involved in presenting a group, a non-personal, oral, visual, openly sponsored
identified message regarding a product, service or idea. The message called an
advertisement is disseminated through one or more media and is paid for by the
identified sponsor.
In this paper, we analyse a video advertisement about men’s shampoo called
Dove Men + Care from Rachma Medhina Kusuma. We feel interested in
analysing the video advertisement because it is very amusing. We provide the
analysis with the description of the product, the situation in the advertisement, thespeech act analysis, the focus of the advertisement, the technique used to promote
the product, the intention of the advertisement, and its strengths and weakness.
We also provide some pictures in the discussion taken from the video to make the
explanation clearer.
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DISCUSSION
2.1 The Description of the Product
The product being advertised is named Dove Men + Care shampoo. The
target audience of the advertisement is men. We can know the audience from the
word “men” on the name of the product itself, Dove Men + Care.
2.2 The situation
First, in the advertisement, it shows a situation in an office. There are two
men as the characters. They are Diego, as the main character, and his friend.
Diego’s friend asks if Diego did something with his hair. Diego says no. His
friend tells him that he sees something related to women’s shampoo commercial
effect when the model usually shakes her head and her long hair looks like
sweeping in the air. Diego is startled to hear his friend’s words. Then, his friend
says it can be happen when you use women’s shampoo. Diego really uses
women’s shampoo.
After that, he runs and gets on the lift. He goes to a shop to get Dove men +
care shampoo.
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After he washes his hair with the shampoo, he becomes masculine with his
short hair.
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2.3 Speech Act Analysis
From the conversation in the advertisement between Diego and his friend in
the office, we can know the three stages of a (successful) speech act. Here is the
analysis.
a.
“Did you do something with your hair?”
Locutionary act : Diego’s friend asks him if he did something with
his hair or not.
Illocutionary act : Diego’s friend wants to let him know that there is
something unusual with his hair.
b.
“Because I see that women’s shampoo commercial effect when you do…
like this…”
Locutionary act : Diego’s friend explains what something unusual
with Diego’s hair is.
c. “Really?”
Illocutionary act : Diego does not believe with his friend’s words
about his hair.
d. “Maybe it’s your shampoo.”
Locutionary act : Diego’s friend gives his opinion.
Illocutionary act : Diego’s friend wants Diego to change his shampoo.
Perlocutionary act : Diego goes to the store to buy men’s shampoo and
uses it.
e. Women’s shampoo is not made for you. Dove Men + Care is.
Illocutionary act : It tells the audience that Dove Men + Care
shampoo is made for men.
Perlocutionary act : It tells the audience if they are men they must use
Dove Men + Care shampoo.
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2.4 The Technique
The technique refers to the way how the advertisers persuade the audience in
order to buy their product. There are some common techniques that are usually
used, such as name calling, glittering generalities, bandwagon, plain folks,
testimonial, emotional appeal, and stereotypes. The advertisement uses
stereotypes technique. It emphasizes that women always have long hair, and men
must have short hair to look masculine. The advertisement shows that when a man
uses women’s shampoo, he will have a long hair . With a long hair, men cannot be
masculine.
2.5 The Focus
The focus of the advertisement is the nutrition of the shampoo. In the last
scene, after Diego washes his hair by using Dove Men + Care shampoo, he looks
masculine with a great short hair.
2.6 The Purpose of the Advertisement
We can know the intention of the product in the last part of the advertisement.
The product wants to show that men cannot use any shampoo especially women’s
shampoo.
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The reason is when a man is unaware using women’s shampoo; he will get a long
hair that makes him look feminine, like a woman. Men should have short hair to
look masculine. By using Dove Men + Care, men can have good short hair to
become masculine.
2.7 The Strengths and Weaknesses of the Advertisement
a. The Strengths
The advertisement contains a parody of the women’s shampoo commercial
that makes the audience feel amuse when watching the advertisement. It uses a
good melody every time Diego does something with his hair to show one side of
the women’s shampoo commercial advertisement. The characters in the
advertisement show a masculine image for men who usually dress in a shirt, suit
and tie with short hair although the main character is presented having long hair
before using the product.
b. The Weakness
There is one weakness in the advertisement. It presents that men should
have short hair. However, nowadays men do not always short hair. There are a lot
of men who have long hair as well.
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CONCLUSION
The product being advertised is Dove Men + Care shampoo. There are four
places as the setting in the advertisement; those are office, lift, shop, and
bathroom. There are two men as the characters, Diego and his friend. The
intention of the advertisement is showing the audience that men cannot use any
shampoo, especially women’s shampoo. When men use women’s shampoo, they
will have long hair that makes them look feminine. Men must use Dove Men +
Care shampoo. By using the shampoo, men can get enough nutrition for their hair
to look masculine.
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