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



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.



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.



After he washes his hair with the shampoo, he becomes masculine with his

short hair.



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.



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.



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.



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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