Attention Seeking Devices and Voice in NIVEA Body Serum Advertisements A THESIS

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1 Attention Seeking Devices and Voice in NIVEA Body Serum Advertisements A THESIS by PRITA St.N: ENGLISH DEPARTMENT FACULTY OF HUMANITIES AIRLANGGA UNIVERSITY SURABAYA 2015 i

2 Attention Seeking Devices and Voice in NIVEA Body Serum Advertisements A THESIS Submitted as Partial Fulfillment of the Requirements for the Sarjana Degree of English Department Faculty of Humanities Airlangga University by: PRITA St. N: ENGLISH DEPARTMENT FACULTY OF HUMANITIES AIRLANGGA UNIVERSITY SURABAYA 2015 ii

3 DECLARATION This thesis contains no material which has been accepted for the award of any degree or diploma in any university. And to the best of this candidate s knowledge and belief, it contains no material previously published or written by other person except where due references is made in the text of the thesis. Surabaya, 22 December 2015 Writer, Prita iii

4 THIS THESIS IS DEDICATED TO Everyone who keeps believing despite the others say it is impossible iv

5 Approved to be examined Surabaya, December 22 th 2015 Thesis Advisor, Ema Faiza, M. Hum NIP Head of English Department Deny Arnos Kwary, Ph. D NIP ENGLISH DEPARTMENT FACULTY OF HUMANITIES AIRLANGGA UNIVERSITY SURABAYA 2015 v

6 This thesis has been approved and accepted by the Board of Examiners, English Department, Faculty of Humanities, Universitas Airlangga on 13 January 2016 The Board of Examiners are: Drs. Jurianto, M. Ed NIP Ema Faiza, M.Hum NIP Dra. Lilla Musyahda, M. Pd NIP vi

7 ACKNOWLEDGEMENTS My foremost gratitude goes to my beloved Allah SWT, because of His love and grace I could live and finish this thesis. I thank to my gorgeous thesis advisor, Mrs Ema Faiza who has great patience and carefullness to help me to finish this thesis. I would also like to send great thanks to all lecturers in English Department, Airlangga University. Thanks to my family, my parents bapak Abimanyu and ibu Puspo Hardini, I want to say thank you for your unending support for me. Adekku, Parikesit, thank you for your support also. Above all, I want to say thank you for all happiness that I feel in the house that gives me more spirit to finish this thesis. Thanks to all my friends who i can t mention one by one, I want to say thank you for your love, spirit, cheerfulness, laugh, friendship, family, and sincerity to spend our happiness and sadness together. Thank you all of you for everything... vii

8 When you can visualize the thing you want to have or do full heartedly, you re already half way to achieving it - Desi Anwar - Our greatest glory is not in never falling but in rising every time we fall - Confucius - viii

9 TABLE OF CONTENTS Inside Cover Page... i Inside Title Page... ii Declaration Page... iii Dedication Page... iv Thesis Advisor s Approval Page...v Thesis Examiners Approval Page... vi Acknowledgements... vii Epigraph... viii Table of Contents... ix Abstract... xi CHAPTER I INTRODUCTION 1.1 Background of the Study Statements of the Problem Objective of the Study Significance of the Study Definition of Key Terms... 8 CHAPTER II LITERATURE REVIEW 2.1 Theoretical Framework Language of Advertisement by Angela Goddard Review of Related Theories Advertising Language and Gender Men and Woman in Media Review of Related Studies CHAPTER III METHOD OF THE STUDY 3.1 Research Approach Samples Techniques of Data Collection Techniques of Data Analysis CHAPTER IV RESULT AND DISCUSSION 4.1 Result Attention Seeking Devices (A.S.D) Analysis of A. S. D. in NIVEA body serum UV Extra Whitening Analysis of A. S. D. in NIVEA body serum Night Whitening Voice Voice of NIVEA body serum UV Extra Whitening Voice of NIVEA body serum Night Whitening Discussion ix

10 CHAPTER V CONCLUSION REFERENCES APPENDICES x

11 ABSTRACT Prita Attention Seeking Devices and Voice in NIVEA Body Serum Advertisements. A thesis submitted as partial fulfillment of the requirements for the Sarjana Degree of the English Department, Faculty of Humanities, Airlangga University, Surabaya. The study attempted to investigate attention seeking devices and voices in NIVEA body serum television commercials. The main objective of this study is to find out how the advertisers promote the advertisements to make their viewers interested in NIVEA products. The writer applies the theory of language of advertising proposed by Angela Goddard, and the theory of language and gender in media to extend the analysis. The writer take some picture of NIVEA body serum which the most important part in that advertisement. Upon showing the picture, analysis were made to explain clearly what or how the attention seeking devices and the voice operate in the advertisement. It was found that though television commercials of NIVEA body serum UV Extra Whitening and NIVEA body serum Night Whitening depicted the information in only a short period of time, it has been able to create attention seeking devices and voices to be easily understood by the viewers. Image as part of attention seeking devices has been fully employed to reach viewers attention. Meanwhile, there is also a stereotype that a beautiful woman is a female who has bright skin and smooth skin texture. The conclusion of this study is the advertisers have the product promotor to advertise their products and there is also stereotype toward woman. Keywords: Advertisement, Attention Seeking Devices, NIVEA, Television Commercials, Voice xi

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