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A COMPARATIVE ANALYSIS OF INTERPERSONAL
MEANING OF THE E-ADVERTISEMENT
AND THE BROCHURE OF LAWEYAN BATIK KAMPONG
(Based on Systemic Functional Linguistics Approach)
THESIS
Submitted as a Partial Fulfillment for Requirements for the Sarjana Sastra Degree in English Department
Faculty of Letters and Fine Arts Sebelas Maret University
By DINIYAH SAFITRI RAHMAWATI
C0305024
ENGLISH DEPARTMENT FACULTY OF LETTERS AND FINE ARTS
SEBELAS MARET UNIVERSITY SURAKARTA
2009
ii
A COMPARATIVE ANALYSIS OF INTERPERSONAL
MEANING OF THE E-ADVERTISEMENT
AND THE BROCHURE OF LAWEYAN BATIK KAMPONG
(Based on Systemic Functional Linguistics Approach)
Done by: Diniyah Safitri Rahmawati
C0305024
Thesis Consultant:
Drs. Riyadi Santosa, M. Ed NIP. 196003281986011001
Head of English Department
Dr. Djatmika, M. A NIP. 196707261993021001
iii
A COMPARATIVE ANALYSIS OF INTERPERSONAL
MEANING OF THE E-ADVERTISEMENT
AND THE BROCHURE OF LAWEYAN BATIK KAMPONG
(Based on Systemic Functional Linguistics Approach)
Done by: Diniyah Safitri Rahmawati
C0305024
Accepted and approved by the board of examiners Faculty of Letters and Fine Arts of Sebelas Maret University on December 2009
Position Name Signature Chairman Dr. Djatmika, M. A ( )
NIP. 196707261993021001 Secretary Agus Dwi Priyanto, S.S. M.CALL ( ) NIP. 197408182000121001 First Examiner Drs. Riyadi Santosa, M. Ed ( )
NIP. 196003281986011001 Second Examiner Dr. Tri Wiratno, M. A ( ) NIP. 196109141987031001
The Dean of Faculty of Letters and Fine Arts Sebelas Maret University
Drs. Sudarno, M. A NIP. 195303141985061001
iv
PRONOUNCEMENT
Name : Diniyah Safitri Rahmawati
NIM : C0305024 Stated whole-heartedly that this thesis entitled “A COMPARATIVE ANALYSIS
OF INTERPERSONAL MEANING OF E-ADVERTISEMENT AND BROCHURE
OF LAWEYAN BATIK KAMPONG” is originally made by the researcher. It is
neither a plagiarism, nor is made by others. The things related to other people’s
work are written in quotation and included within bibliography.
If it is then proved that the researcher cheats, the researcher is ready to take the
responsibility.
Surakarta, Desember 2009
The researcher
Diniyah Safitri Rahmawati
v
MOTTO
“The optimist sees opportunity in every danger; the pessimist sees danger in
every opportunity”
(Winston Churchill)
“Anyone who has never made a mistake has never tried anything new”
(Albert Einstein)
“Yesterday is what we have to learn, today is what we have to do best, and
tomorrow is what we have to do better”
(Diniyah Safitri)
vi
DEDICATION
I wholeheartedly dedicate this thesis to
My Beloved Mother and My Father My Little Sisters and My Little Brother
My “Luphly Brother”
vii
ACKNOWLEDGEMENT
Bismilahirrohmanirrohiim
Alhamdulillahirabbil’aalamiin
All praise just for the Almighty God, Allah SWT, for the blessing, love and
guidance so that the writer can complete this thesis. This thesis will not be
complete without support and encourage from many people. Therefore, the writer
would like to present her gratitude to those who have given valuable contribution
to this thesis. I would like to express my gratitude to:
1. The Dean of Faculty of Letters and Fine Arts, Drs. Sudarno, M. A, for
approving this thesis.
2. The Head of English Department, Dr. Djatmika, M. A, for giving permission
to write this thesis.
3. Drs. Riyadi Santosa, M. Ed, as my thesis supervisor, thank you for his
patience, guidance, advice and support in completing this thesis.
4. Yuyun Kusdianto, S. S, as my academic consultant, thank you for the support
in my academic period. Thank you for always reminding me to do this thesis.
5. All lecturers in English Department. Thank you for precious knowledge given
to me.
6. My beloved mother and father who always give their love, care, and pray.
Thank you for their endless love and being my inspiring life and love.
7. My beloved sisters ‘Pipit and Kaka’ and my little brother ‘Tsa-tsa’. Thank
you for always giving spirit and praying for me. I love you so.
viii
8. My Luphly brother ‘Indra’. Thank you for every single time you spend with
me. You are completing my life.
9. The great family of Tjokrorejo and Hardjosaryono, thank you for praying and
supporting me in completing this thesis.
10. The big family of Slamet Subiyandono, thank you for praying and supporting
me in completing this thesis. I want to get there soon after finishing this work.
11. My Lovely friends. Arum (thank for accompanying me through this happiness
and sadness. I miss the time we share everything together), Mayang (thank
you for your supports. When will we have fun together?), Alwi, Adwin, and
Febri ‘bebek’ (finish your thesis soon, dude), Lukman (how about your
study?), Elyas (thank you for your suggestion), Lina (don’t leave us alone),
Untung (thank you for accompanying me looking for this brochure), and Dian
(u are the best friend I have ever had, thank you for everything).
12. My SFL Partners. Arif (thank you for sharing this knowledge together. I miss
the time we were waiting for Mr. Riyadi together), Feiya, Dian and Ratih
(thank you for being my partners. Sorry for always disturbing you).
13. The chomskies. Chemitz (how about our business, nduk?), Maya, Naphis, Yuni
(be patient, guys!), Fitria and Sari (thank you for your suggestion), Melon,
Irena, Lily’s (keep spirit in waiting for Mr. Budi), Eva (thank you for sharing
the difficulties), Winda, Anggi, and Vian (keep your spirit!).
14. The “kampret’z”. Nurin, Yogi, Nunik, Ima (nice for being a part of “the
kampret’z”).
ix
15. My ED’2005. I’m going to miss you all. Nice for being the great family of ED
2005.
16. Everyone who has helped the writer in completing this work who cannot be
mentioned one by one, thank you for helping and supporting me.
Finally, the writer realizes this thesis is not perfect. Therefore, the
suggestion and criticism are needed to make this thesis better. Hopefully, this
research will be beneficial for all the readers.
Surakarta, December 2009
The researcher
Diniyah Safitri Rahmawati
x
TABLE OF CONTENTS
TITLE .............................................................................................................. i
THE APPROVAL OF THE THESIS CONSULTANT .................................. ii
THE APPROVAL OF THE BOARD OF EXAMINERS .............................. iii
PRONOUNCEMENT ..................................................................................... iv
MOTTOS ........................................................................................................ v
DEDICATION ................................................................................................ vi
ACKNOWLEDGEMENT .............................................................................. vii
TABLE OF CONTENTS ................................................................................ x
ABSTRACT .................................................................................................... xiii
CHAPTER I: INTRODUCTION
A. Research Background ......................................................................... 1
B. Problem Statement .............................................................................. 5
C. Research Limitation ............................................................................ 5
D. Research Objectives ............................................................................ 6
E. Research Significance ......................................................................... 6
F. Research Methodology ....................................................................... 7
G. Thesis Organization ............................................................................ 7
CHAPTER II: LITERATURE REVIEW
A. Advertisement ..................................................................................... 9
1. Definition of Advertisement ................................................... 9
2. Function of Advertisement ...................................................... 10
3. Classification of Advertisement............................................... 12
4. Element of Advertisement ...................................................... 14
B. Brochure ............................................................................................... 16
C. E-commerce ......................................................................................... 21
D. Batik .................................................................................................... 22
E. Profile of LAWEYAN BATIK KAMPONG .......................................... 24
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F. Systemic Functional Linguistics ......................................................... 25
1. Text and Context ..................................................................... 26
2. Register ................................................................................... 28
3. Interpersonal Meaning ............................................................ 30
G. Lexicogrammar ................................................................................... 31
1. Thematic Structure .................................................................. 32
2. MOOD System and Mood Structure ....................................... 35
3. Clause System ......................................................................... 36
4. Transitivity System ................................................................. 41
5. Metaphor ................................................................................. 52
6. Groups ..................................................................................... 52
7. Lexis System ........................................................................... 57
H. Cohesion .............................................................................................. 59
1. Grammatical Cohesion ............................................................ 59
2. Lexical Cohesion ..................................................................... 61
I. Genre ................................................................................................... 63
1. Factual Genre ........................................................................... 64
2. Story Genre .............................................................................. 71
CHAPTER III: RESEARCH METHODOLOGY
A. Type of Research ................................................................................ 73
B. Data and Source of Data ..................................................................... 74
C. Sample and Sampling Technique ........................................................ 74
D. Research Procedures ........................................................................... 74
E. Technique of Collecting Data ............................................................. 75
F. Technique of Analyzing Data ............................................................. 76
CHAPER IV: DATA ANALYSIS
A. Data description .................................................................................. 78
1. Text I ( E-advertisement of Laweyan Batik Kampong)................. 78
a. Contextual Configuration ........................................................ 77
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b. Lexicogrammar ....................................................................... 77
c. Lexical String ........................................................................... 88
d. Text Structure and Genre ........................................................ 89
2. Text II (Brochure of Laweyan Batik Kampong)............................ 91
a. Contextual Configuration ........................................................ 91
b. Lexicogrammar ....................................................................... 92
c. Lexical String ........................................................................... 98
d. Text Structure and Genre ........................................................ 99
B. Data Interpretation .............................................................................. 101
1. Text I (E-advertisement of Laweyan Batik Kampong) ................. 101
a. Status ........................................................................................ 101
b. Contact ..................................................................................... 104
c. Affect........................................................................................ 107
2. Text II (Brochure of Laweyan Batik Kampong) .......................... 110
a. Status ........................................................................................ 111
b. Contact ..................................................................................... 112
c. Affect........................................................................................ 115
C. Discussion............................................................................................. 117
1. Lexicogrammar, Cohesion, Text Structure and Genre................... 118
2. Tenor of both texts.......................................................................... 122
3. Similarities and Differences of both texts....................................... 128
CHAPTER V: CONCLUSION AND RECOMMENDATION
A. Conclusion .......................................................................................... 130
B. Recommendation ................................................................................ 135
BIBLIOGRAPHY
APPENDIX 1
APPENDIX 2
xiii
ABSTRACT DINIYAH SAFITRI RAHMAWATI C0305024. 2009. A Comparative Analysis of Interpersonal Meaning of E-advertisement and Brochure of Laweyan Batik Kampong (Based on Systemic Functional Linguistics Approach). Undergraduate Thesis. Surakarta. English Department, Faculty of Letters and Fine Arts Sebelas Maret University. This research is a qualitative research employing descriptive comparative method. It is aimed to describe and compare the interpersonal meaning of Laweyan Batik Kampong advertisement texts finally to find out the similarities and differences of the texts by describing the lexicogrammar based on Systemic Functional Linguistics approach.
The source of data in this research was Laweyan Batik Kampong e-advertisement published by www.kabaresolo.com and brochure published by Solo Tourism Office. Total sampling technique was carried out in this research in taking sampling. The data used in the research were all clauses taken from the two texts. In collecting the data, a technique called library technique was applied. The data were observed and analyzed by describing the lexicogrammar aspects to find out the similarities and differences of interpersonal meaning in both texts.
The result of the analysis can be seen as follows. First, in terms of lexicogrammar, there are some similarities and differences found in text I and text II. The similarities are both texts employ dominant simplex clauses, dominant indicative declarative and proposition clause, dominant unmarked topical theme, dominant material process and dominant simplex nominal and verbal group and descriptive genre. On the other hand, the difference is that text I employ two imperative clauses while text II does not employ imperative clause. In terms of interdependency and logico-semantic relation of the complex clause, text I has six hypotactic enhancement, one hypotactic elaboration, and six paratactic extensions while text II has only one paratactic extension. Related to the polarity, texts II employs positive polarity in all clauses while text I employs three clauses using negative polarity.
Second, both texts have equal status between the writers and Laweyan Batik Kampong and the writers and the readers. It is proved by the dominant indicative declarative and proposition clauses, the use of possessive pronoun ‘yours’ and address form ‘you’, attitudinal lexis and the use of description genre.
Third, both texts employ familiar and readable language. It can be seen from the use of simplex clause, simplex nominal group and simplex verbal group, the employment of some nominalization and technicalities, the appearance of ideational metaphor, lexical string, text structure and genre.
Fourth, the affect from the writers to Laweyan Batik Kampong in both texts is positive. It can be seen from the MOOD system, the positive polarity applied in the texts, and the text structure and genre. Moreover, the affect from the writers to the readers in both texts is also positive. It can be seen from the MOOD system, positive attitudinal lexis, positive polarity and description genre.
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Based on the conclusion, it is expected that this research will be useful for future researchers who are interested in studying Systemic Functional Linguistics especially dealing with interpersonal meaning.
xv
CHAPTER I
INTRODUCTION
A. Research Background
In this globalization era, tourism is one of the fastest growing sectors in
the world. Mountinho and Witt (1995: ix) states that tourism plays a major role in
the world economy and is expected to become even more important in the years
ahead. It is an industry that gets main priority from the government since it gives
advantages for the country in increasing its incomes and job opportunities.
Surakarta, as one of the tourist destinations, is an asset for the city in
gaining more advantages in tourism sectors. Surakarta, also known as Solo, is one
of the most important Javanese cultural centers, which has many cultural heritages
attracting tourists to visit. The society also has a harmonious relationship in
maintaining the balance of cultural setting which can be another reason for
tourists to visit. Moreover, Solo is famous for its batik since there are many
centres of batik producing and marketing.
Batik is considered as Javanese traditional cloth which has beautiful and
unique features. Javanese batik is specifically rooted to the Javanese kingdom
which used it in formal occasion. Nowadays, batik becomes one of the most
favourite cloth worn by many people coming from different social levels in both
formal and non-formal occasion.
There are many centres of batik producing and marketing in Solo. One of
the famous batik centres is Laweyan batik kampong built in 1912. The kampong
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which has thirty to forty home industries becomes the supplier for the buyers
coming from both local and foreign countries. The specific values offered to the
tourists are easy and friendly transaction while looking at the process of producing
batik. Moreover, Laweyan batik kampong is also famous for historical buildings
such as joglo building house, colonial house, and the combination of Javanese and
colonial architectures. Ancient buildings which still exist in the middle of modern
architecture is another reason for tourists to visit while buying batik.
The increasing number of batik centres in Solo makes the competition
tighter. That is why the government of Solo city and the producers of Laweyan
batik must promote their products in order to help people know Laweyan batik
products. There are many means of communication in promoting the products,
one of them is advertisement.
Advertisement is an important thing in promoting products and services. It
is used by the producers to give detail information about products and services to
the costumers. It is also used to persuade or influence people to use or to consume
the products advertised as stated by Arens (1999: 7) that advertising is the
structured and composed nonpersonal communication of information usually paid
for and usually persuasive in nature, about products (goods, services, and ideas)
by identified sponsors through various media. Therefore, the advertiser has to
present an attractive advertisement in order to arise public’s interest.
Advertising media can be classified into printed and electronic media.
Printed media covers magazine, book, newspaper, and brochure while electronic
media covers radio, television, or even internet. Electronic media provide more
xvii
attractive information and entertainment since they are equipped with audio
aspects that can create the feeling of intimacy and friendliness. Batik industry
usually uses both in order to gain as many costumers as possible. E-
advertisements are primary media while brochures are secondary media.
Recently, there are more modern advertisement media through internet.
Internet conveys any kinds of information such as news, opinion, article, and
entertainment. Advertisement in the internet can be more attractive since it is
completed by audio visual. By this kind of advertising media, the producers will
be able to have a direct contact with the costumers around the world by using
online booking.
As the secondary media, brochure is used by batik industries to promote
their products. According to Adkins (1994: 3), a brochure is a printed piece that is
folded into panels. Brochures are extremely adaptable because they can be folded
in many different ways, on many different sizes of paper. Brochure is a great
media for promoting products and services by giving detail information.
In this research, the researcher takes batik advertisement texts from
different media. The first is e-advertisement of Laweyan batik kampong published
on www.kabaresolo.com and the second is the brochure of Laweyan batik
kampong published by Solo Tourism Office. The way the writers of these
advertisements express their idea in promoting Laweyan batik kampong can be
seen from the use of interpersonal meaning by using Systemic functional
linguistics approach.
xviii
Systemic Functional Linguistics is introduced by Halliday that stresses the
study of language as source of meaning. It is functional since it is designed to
account for how language is used. Then, it is systemic because it is a theory of
meaning as choice, by which a language or any semiotic system is interpreted as
network of interlocking options (Halliday, 1994: xiii-xiv). In SFL, the meaning of
advertisement texts can be realized in register particularly tenor. Tenor refers to
the negotiation of social relationship among participants. Within the register, tenor
is the projection of interpersonal meaning which determines the function of
language. Tenor covers status, affect, and contact. Status refers to the relative
position of interlocutors in a culture’s social hierarchy. Affect deals with the
degree of emotional charge in the relationship between participants while contact
deals with the degree of institutional involvement with each other (Martin, 1992:
525).
Based on the background above, this research investigates interpersonal
meaning through language that is used in e-advertisement and brochure of
Laweyan Batik Kampong. Thus, it is entitled:
“A Comparative Analysis of Interpersonal Meaning of The E-advertisement
and The Brochure of Laweyan Batik Kampong (Based on Systemic
Functional Linguistics Approach)
xix
B. Problem Statements
Based on the research background, the research investigates the
interpersonal meaning of the e-advertisement and the brochure of Laweyan Batik
Kampong. Thus, the problems are as follows:
1. How is the status realized in both of texts?
2. How is the contact realized in both of texts?
3. How is the affect realized in both of texts?
4. What are the similiarities and differences found in both texts related to the
interpersonal meaning?
C. Research Limitation
This research is limited to the texts of e-advertisement and brochure of
Laweyan Batik Kampong. It is one of the centres of producing and marketing
batik in Solo built in 1912. The data are taken from www.kabaresolo.com
accessed on February 24th, 2009 at 20.07 and Solo tourism office.
The research is focused on the interpersonal meaning covering three
dimensions, namely: status, affect, and contact of Laweyan batik kampong by
using Systemic Functional Linguistics approach.
Interpersonal meaning of each text can be discovered through the
description of lexicogrammar, cohesion system, text structure, and genre.
Furthermore, the research also tries to discover the comparison of each text and
then finds its similiarities and differences.
xx
D. Research Objectives
The aims of this research is to determine the interpersonal meaning of e-
advertisement and brochure of Laweyan Batik Kampong. In more details, the
objectives of this research are as follows:
1. To describe the status realized in both of texts.
2. To describe the contact realized in both of texts.
3. To describe the affect realized in both of text.
4. To discover the similiarities and differences found in both texts related to the
interpersonal meaning.
E. Research Benefits
It is expected that this research will be beneficial for:
1. The Redears
The result of this research will increase their knowledge and understanding in
learning SFL.
2. Students
The result of this research is expected to give contribution to other students
who want to learn about Systemic Functional Linguistics.
3. Other Researchers
This research can be taken as reference for further Systemic Functional
Linguistics research.
xxi
F. Research Methodology
This research uses a qualitative research employing a descriptive method.
The method is done by collecting data, analyzing, and then interpreting the data
(Hadi, 1983). Moreover, the research employs a comparative method to see the
similiarities and differences of tenor of advertisement texts.
The data in this research are taken from e-advertisement and brochure of
Laweyan batik kampong. In this research, the data are analyzed through the
description of lexicogrammar, text structure, genre, and cohesion.
This research applies total sampling which is conducted by taking all data
provided by the texts. Further discussion of this research methodology is
discussed in chapter III.
G. Thesis Organization
Chapter I : INTRODUCTION. It consists of Research Background, Problem
Statement, Research Limitation, Research Objectives, Research
Significance, Research Methodology, and Thesis Organization.
Chapter II : LITERATURE REVIEW. It consists of Advertisement, E-
advertisement, Brochure, Batik, Profile of Laweyan Batik Kampong,
Systemic Functional Linguistics, Text and Context, Register,
Interpersonal Meaning, Lexicogrammar, Cohesion, Text Structure,
and Genre.
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Chapter III : RESEARCH METHODOLOGY. It consists of Type of Research,
Source of Data and Data, Sample and Sampling, Research Procedure,
Technique of Collecting Data, and Technque of Analyzing Data.
Chapter IV : ANALYSIS. It consists of Data Description, Data Interpretation,
and Discussion.
Chapter V : CONCLUSION AND RECOMMENDATION
BIBLIOGRAPHY
APPENDIX
xxiii
CHAPTER II
LITERATURE REVIEW
A. Advertisement
1. Definition of Advertisement
Advertising is a form of non personal presentation and promotions of
ideas, goods, and services usually paid for by an identified sponsor (Dominick,
1996: 394). It is closely related to the word ‘promotion’. Promotion has been
defined as the coordination of all seller initiated efforts to set up channels of
information and persuasion to sell goods, service or promote an idea (Belch and
Belch: 1999: 14). Advertising and promotion have the same function which help
companies in marketing their products and services. Besides, the consumers also
need them in gaining information in order to make purchase decision.
Advertising is also defined as the structured and composed non personal
communication of information, usually paid for and usually persuasive in nature
about products (goods, services, and ideas) by identified sponsors through various
media (Arens, 1999: 7). Meanwhile, Wells, Burnett and Morianty (1995: 8) state
that advertisement is paid nonpersonal communication from an identified sponsor
using mass media to persuade or influence an audience.
There are important dimensions of advertisement. First, advertisement is a
paid form of communication. It means that the advertiser must purchase time and
space for message although some forms of advertising use donated space and
time, such as public service announcements (PSAs). Second, the sponsor is
xxiv
identified that refers to the fact that media requires sponsors to identify
themselves. Third, most advertisement try to persuade or influence the consumers
to do something although in some cases the point of the message is simply to
make consumers aware of the product or company. Fourth, the message is
conveyed through many different kinds of mass media reaching a large audience
of potential consumers. Finally, because advertising is a form of mass
communication, it is also nonpersonal that means advertising involves mass media
that can transmit to the large group or individual (Wells, Burnett and Morianty,
1995: 11) .
Advertising can be used for a number of reasons, such as to motivate
costumer to buy goods, or certain costumer not to buy goods, to change attitudes
or to encourage retailers to stock products (Brierley, 1995: 1).
2. Functions of Advertisement
According to Dominick (1996: 394), advertisement has four functions,
namely: marketing, education, economic and social function.
a. Marketing function
Advertisement is the process of a bussiness used to satisfy consumers’
needs and wants through good, service, and idea. Marketing also includes a
method for communicating this information to the consumers called marketing
communication and promotion that are commonly used to identify certain
product and to suggest the costumers to use or consume products or services
offerred.
xxv
b. Educational function
People learn about new products and services or improvements in
existing ones through advertisement (Dominick, 1996: 394). Advertisement
educates customers to select the product they really need. They can learn
about new products and services offered and then decide the products and
services which is appropriate with their need.
c. Economic function
Advertising plays an economic role. It allows new competitors to enter
the business area. Competition will encourage product improvements and lead
to the lower prices (ibid). The advertisement gives the benefits for advertiser
and the customers. Advertiser can sell their products and services by giving
information related to the products. Consumer can use an advertisement as a
reference to get information about a certain product. By informing products
and services available, advertisement can stimulate product’s distribution.
d. Social function
Advertisement also has a number of social functions. It informs the
customers about new and improved products and teaches us how to use the
innovation of new products (Wells, Burnet and Morianty, 1995: 14). It helps
them compare products and features which best match to their functional and
social needs. It will stimulate healthy competition among producers.
xxvi
3. The Classification of Advertisement
According to Arens (1999: 14), advertisement can be catagorized based
on the target markets that the advertisements are to read, localities where the
advertisements are aimed, the media that are used and the purposes that the
advertisements want to achieve.
a. By target audience
1. Consumer advertisement
This advertisement is usually used by the people who buy the products for
their own or someone else’s use.
2. Bussiness Advertisement
This advertisement is usually used by people who buy and specify
products and services for bussiness. It consists of three categories: Trade
that is aimed at middlemen (wholesalers and retailers) of products and
services who buy for resale to their customers; Professional that is aimed
at people licensed under a code of ethics or set of professional standards;
and Agricultural that is aimed at people in farming or agribusiness.
b. By Geographic Area
1. Local Advertisement
It is an advertisement in which the costumers come from local trading area
or one city.
2. Regional Advertisement
xxvii
It is an advertisement in which the products sold in one area or region that
is wider from local area but not entire country.
3. National Advertisement
It is an advertisement that is aimed at customers in several regions of the
country.
4. International Advertisement
It is an advertisment that is directed at foreign markets.
c. By medium
1. Print Advertisement
It is an advertisement that uses printed medium like newspaper and
magazines.
2. Broadcast Advertisement
It is an advertisement that uses electronic medium such as radio and TV.
3. Out-of-home Advertisement
It is an advertisement that uses outdoor medium including posters,
billboards, flying banners and lights, etc.
4. Direct mail Advertisement
It is an advertisement sent through mail. This advertisement can be a
simple sales letter or complex package with coupons, brochures, samples
or other devices designed to stimulate response.
d. By Purpose
1. Product advertisement
xxviii
It is an advertisement that is aimed to promote the sale of products and
services.
2. Non-product advertisement
It is an advertisement that is aimed to promote the organization’s mission
or philosophy rather than a specific product.
3. Commercial Advertisement
It is an advertisement that is aimed to promote products, services, or idea
with the expectation of making a profit.
4. Non-commercial Advertisement
It is an advertisement that is sponsored by or for charitable or nonprofit
institution, religious or political organization to seek donations or
volunteer support.
5. Action advertisement
It is an advertisement that attemps to stimulate immediate readers such as
a request for information, a store visit, or an actual purchase.
6. Awareness Advertisement
It is an advertisement that attempts to build the interest and image of a
product of familiarity with the product’s name and package (brand
awareness).
4. Elements of Advertisement
xxix
In creating an advertisement, the advertiser should know and understand
well about the elements of advertisement in order to create attractive, effective,
and innovative advertisement. Sudiana Dendi (1986: 35-41) divides the elements
of advertisement into title, text, illustration, logo and slogan, and color.
a. Title
Title is the most important part in the advertisement as it will be read
first and is situated to draw the most attention. Thus, the title is usually written
in larger font than other parts of the advertisement. The title functions to state
the message briefly and show attractiveness.
b. Text
Text involves the message of words describing products or service
offered. It consists of words carrying the message of the advertisement
covering the features, benefits, and utility of the products or services and
explaining how the products or services satisfy the customer’s need.
c. Illustration
Illustration is one of the important parts in advertising communication.
It is often defined as “Universal Language” helping the readers who have
different language comprehend the message of the advertisement. It covers
photographs, diagrams, maps, graphics, and signs.
d. Logo and Slogan
Logo is special design of the advertiser’s company or product name. It
functions to attract the consumers who usually purchase the products due to its
brand that is considered to add prestige and status. Slogan is regarded as ‘an
xxx
identification device which becomes a reminder of qualities or characteristics
of the advertised product or service.
e. Color
Color increases the effectiveness of advertisement in both print and
electronic media. It can add the attractiveness of an advertisement and give the
product advertised an atmosphere of quality or refinement. According to
Sudiana, color has some functions, i.e. to identify certain meaning, to attract
the attention of the readers, to arouse the psychological influence, and to
create the enjoyable atmosphere (1986: 39).
B. Brochure
Toor (1994: 115) defines brochure as a printed piece which purposes to
disseminate information or advertise a service or a product. It is informational
since it is used as a vehicle for self-promotion, college recruitment, and
advertisement for products.
Meanwhile, Adkins (1994: 3) states that brochure is a printed piece that is
folded into panels. Brochure is extremely adaptable because it can be folded in
many different ways, on many different sizes of paper.
The printing elements of brochure that should be taken into consideration
are type and typography, illustration, text or copy, paper and the folding of the
brochure.
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1. Type and typography
Type and typography are important to grab the costumer or reader
attention. Therefore, determining what typeface and what size are plays a
significant role in the process of creating a brochure. This element can be used
to create and to set the tone of this advertisement.
2. illustration
A picture is known to be worth a thousand words. The purpose of
photographs, drawings, and other illustrations is to support the information
given by the body text. Moreover, it will at least increase the understanding as
well as interest in the goods and services offered.
3. Text or copy
According to Toor (1994: 115), text or copy is organized into several
elements. Text elements which exist in brochure are organized as follows:
a. Headline
Headline provides an introduction to the text. It should be short,
informative, and to the point in order to be read quickly.
b. Subhead
Subhead leads the reader into the text by providing a transition from the
headline to the text. It should be larger than body text and smaller than
headline. Physically, it should be placed close to the body text.
c. Body text
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The use of good illustration and headline will invite the readers to read the
brochure text. Body text is the major portion of the sales story which
elaborates upon the message in printed piece.
d. Caption
Caption should give the readers important information of a photograph or
an illustration. It can be centred or aligned on either side of the illustration
and fit within the boundaries of the illustration.
4. Paper
The selection of paper as the material used in printing a brochure is the
important element in making a brochure. Different kinds of paper will give
different quality to the brochure itself. There are many kinds of paper that can
be used in printing a brochure:
a. Bond Paper
It comes in variety of grades, weights, and colors. It has a good strength,
good ink receptivity and easy to erase.
b. Coated Paper
It has a clay coating that gives it a very smooth finish. This coating keeps
the ink from being absorbed in the paper. It is available in both glossy and
matte finishes.
c. Uncoated Paper
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It comes with variety of surfaces namely antique which is roughest to egg-
shell which is little smoother.
d. Text Paper
It is a kind of expensive grade of book paper or offset. Text paper can be
beautiful depending upon its surface smoothness.
e. Recycled Paper
Recycled paper is made from old or used products. There are different
grade of recycled paper. High grades can be made into quality printing
paper while low grades can be made into newsprint, cartoons and other
products.
5. Folding of a paper
According to Adkins (1994: 21), many kinds of folding can be chosen
in creating a brochure, namely single parallel fold, French fold, Accordion
fold, Gate fold, Roll fold, Double Parallel fold and Letter fold. To give
information more detail, these types of folding are presented in following
figures:
Single parallel fold double parallel fold Roll fold
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Gate fold Letter fold Accordion fold
French fold
Description of those brochures folding is as follows:
a. Single Parallel Fold
This consists of simply folding the piece in half. It works well for things like
bulletins and menus.
b. Double Parallel Fold
With this style, the piece is folded in half and then folded in half again in the
same direction, giving a sort of “book” effect, again guilding the reader’s eye.
c. Roll Fold
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This one starts at one end of the printed piece and is folded in on itself panel
by panel. It is a great way to “unfold” information and create a sense of
excitement.
d. Gate Fold
The ends of the piece are folded to meet in the middle, forming a “gate” that
opens to a massively exciting piece of information or illustration.
e. Letter Fold
As the name implies, just fold it in thirds like a letter. Many brochures are
folded in this manner.
f. Accordion Fold
This zig-zag fold works well if we want to direct the reader’s atention to one
side of the brochure at a time.
g. French Fold
With this process, the paper is folded in half one way and then folded in half
the other. This works well for large poster, size pieces among others.
C. E-commerce
Electronic commerce, commonly known as e-commerce, is a form of
online business relationship which exists through the whole process of buying and
selling: first advertising, then the first contact between the buyer and the seller, the
conduction of the sale, the delivery of the products, payment, and finally after-sale
service (Bandyo and Padhyay, 2003: 6). E-commerce is the process of conducting
xxxvi
business activities over the internet. It includes, but is not limited to, buying on
the internet. It is a philosophy which utilises the features of the internet to
transform business processes in order to gain a competitive advantage.
E-commerce has revolutionised nearly every industry in the world. E-
commerce means ‘doing bussiness electronically’, trading goods, services, and
expertise using computer linked to each other (Bandyo and Padhyay, 2003: 3). E-
commerce also has potential to revolutionise the way a business is run and thereby
redefines the concept of work, home, marketplace, and society.
The rapid evolution of computer and communication technology has
enabled organizations to store vast amounts of information and transfer it via
telecommunications. In the early 1990s, many major companies were using the
existing infrastructure of national and international computer networks to
communicate with each other (Ibid).
D. Batik
Batik is a traditional ancient inheritance which is precious and unique. It
is considered as one of Indonesian icons. The word batik is thought to be derived
from the word 'ambatik' which means 'a cloth with little dots'. The suffix 'tik'
means little dot, drop, point or to make dots. Batik may also originate from the
Javanese word 'tritik' which describes a resist process for dying where the patterns
are reserved on the textiles by tying and sewing areas prior to dying, similar to tie
dye techniques. Batik art is symbolizing the characteristic from each tribe in
Indonesia which refers to the diversity.
xxxvii
Basically, there are two kinds of Batik: Batik Tulis (Hand-writing Batik)
and Batik cap (Printing Batik). Batik Tulis is more expensive than batik cap
because batik tulis combines the expertise, patience, and deep feeling to make the
finest products which can take days, weeks, and months. Meanwhile, batik cap is
using the waxing process which can be faster and easier. Therefore, the price of
batik cap is cheaper.
Batik is worn for several purposes including formal and non-formal
occasion and traditional ceremony. Nowadays, batik is not only worn in formal
occasion such as party, reception, or state banquets but also in non-formal
occasion. People may wear batik for their daily casual cloths. Batik is also worn
for traditional ceremonies such as in traditional wedding ceremonies and special
ceremonies for the royal family.
The motifs of Batik, especially old pattern as in Javanese tradition, have
some meanings. Some of the motifs are:
1. Sido Mulyo
Sido means ‘you should be’ and mulyo means ‘happy’. Sido mulyo means that
everyone should be happy and rich man.
2. Sido Dadi
Sido dadi means that everyone should be a man or woman as they wish
(prosperous, high ranking position, wealthy, etc).
3. Sidomukti
It is used in wedding ceremony. The bride and the bridegroom wear the same
motif of batik Sidomukti symbolizing a happiness and prosperous life.
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4. Truntum
It is used by the parents of the bride and the bridegroom. Batik Truntum,
symbolizes the advice of the parents to the newly weds to enter the new life
with full of love and confidence.
5. Satrio Wibowo
It means ‘man with dignity’.
6. Tikel Asmorodono
It means that someone who wears this batik will be loved by others.
E. Profile of Laweyan Batik Kampong
Laweyan as the centre of producing batik is existed since Pajang Emperor
Period in 1546. The batik traditional art masterpiece is continually performed by
Laweyan’s society until now. Laweyan batik kampong is oriented to create a
tourism condition by the concept of My house is My Gallery. It means that the
house has double functions those are as a showroom and a production house at
one.
To preserve batik, Laweyan Batik Kampong has designed a unified batik
kampong by using an area with more or less 24 hectares which is divided into
three blocks. The specific values offered to the tourists are easy transaction while
looking at process in the production house. It means that the visitors have
opportunities to directly know the process of making batik and to practice it.
xxxix
Laweyan is also popular for the building shapes. The historical building is
influenced by Javanese, European, Chinese, and Islamic architecture. The
buildings are completed with high hedge or fortress.
Batik arts in Laweyan Batik kampong can be differentiated to three forms
those are original motive of classical batik (handwriting-made batik), pure
printing batik, and the combination model of handwriting and printing made.
Handwriting-made batik usually has original motives which are largely influenced
by Kasunanan palace batik arts which is the superior product of Laweyan Batik
kampong. The batik product of Laweyan Batik Kampong is made from natural
silk and weaving silk materials, and premmisima cotton.
F. Systemic Functional Linguistics
Systemic Functional Linguistics was initially introduced and pioneered by
M.A.K Halliday. This theory is based on the function of language rather than the
form. The grammar is based on systemic theory which is the theory of meaning as
choice (Halliday, 1994: xiv).
Eggins (1994: 2) states that systemic functional linguistics is theory which
examines language in relation to the social interactions occur. It also provides a
theoritical and descriptive framework which has been applied to a wide range of
subjects including computational linguistics, discourse analysis, and critical
linguistics.
Further, Halliday characterizes Systemic Functional Linguistics by the
terms: systemic and functional. Systemic theory is a theory of meaning as choice,
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by which a language, or any other semiotic system is interpreted as networks of
interlocking options: ‘either this, or that, or the other’, ‘either more like the one or
more like the other’, and so on (Halliday, 1994: xiv). Systemic Functional
Linguistics is functional in the sense that it is designed to account for how the
language is formed. A functional linguistics is essentially a natural grammar, in
the sense that everything in it can be explained, ultimately, by reference to how
language is used (ibid: xiii).
In addition, the systemic functional linguistics has fundamental
components of meaning called metafunctions. Halliday defines these components
as “the manifestation in the linguistic system of the two very general purposes
which underlie all uses of language, i.e.: (i) to understand the environtment
(ideational) and (ii) to act on the others in it (interpersonal). Combined with these
is a third metafunctional component called textual (ibid: xiii). Thus, the
metafunctional components consist of three kinds of meaning i.e. ideational
meaning which reflects the experiences of the participants; the interpersonal
meaning which describes the social relatinship among the participants involved in
the text including the writer and the reader; and the textual meaning which is a
form of symbolical meaning realizing both ideational and interpersonal meaning
(Halliday in Santosa, 2003: 20-21).
1. Text and Context
Systemic Functional Linguistics is an approach which focuses on the study
of language as a source of meaning. Language itself is a product of social process
xli
either it is verbal or non-verbal process which occurs as a text (Santosa, 2003: 15).
The text cannot be determined from the length of words, sentences, or paragraph
or even from the extension of grammatical forms such as a group of words,
sentences and paragraph (Ibid: 16).
Halliday and Hasan (1985: 6) state that the word text is used in linguistics
to refer to any passage; spoken and written of whatever length that does form
unitified whole. This means that the text may consist of a single word, or one or
more than one sentence, or in the prose or verse, monologue, as far as it carries
meaning (Ibid: 16).
The text cannot be separated from its context since the context is very
important to bridge text and situation. Context itself is divided into two terms:
context of culture and context of situation as argued by Mallinowski in Martin
(1992: 497) that the text has to be understood in relation to their context of
situation and context of culture.
The context of situation is the immediate environment in which a text is
actually functioning. This notion is used to explain why certain things have been
said or written on this particular occasion, and what else might have been said or
written that was not (Halliday and Hasan, 1985: 46). The context of situation
analyzed three components, corresponding to three metafunctions, namely: status,
contact, and affect. This enables people to predict the redundancy between texts
and situation-how it serves to predict the other. The three components are field,
tenor, and mode (Ibid, 1985: 45-46). Meanwhile, context of culture is the
institutional and ideological background that gives value to the text and constrains
xlii
its interpretation (Ibid, 1985: 49). People do certain things in certain occasions
and attach the meanings and values to them; this is what the culture is. Thus, it
helps to understand how people actually exchange meanings and interacts with
others (Ibid, 1985: 46-47).
2. Register
Santosa (2003: 47) simply defines register as the language variety based
on the use of language. The variation of language at register is influenced by the
context of situation which consists of three variables: field, tenor, and mode.
Meanwhile, register is defined as a configuration of meanings that are typically
associated with a particular situational configuration of field, tenor, and mode
(Halliday and Hasan, 1985: 38).
a. Field
Field refers to what is happening covering when, where, and how the
social activity takes place. In a discourse, field can be seen through text
structure, cohesion, transitivity, clause system, nominal and verbal group, and
lexical system: abstraction and technicality (Santosa, 2003: 50). Field is the
realization of Ideational meaning. The ideational metafunction uses language
to encode our experience of the world and to convey a picture of reality; that
is, it makes ideational meaning. In fact, ideational meanings are split into
xliii
experiential meanings encoding experiences, and logical meanings connecting
those experiences. (Butt, et. al.: 1995: 13)
b. Tenor
Tenor is the realization of interpersonal meaning that represents the
negotiation of social relationship among participants (Martin, 1992: 523).
Tenor refers to who is taking a part to the nature of the participants, their
statuses and roles; what kinds of roles relationships are obtained, including
permanent and temporary relationship of one kind of another, both the types of
socially significant relationships in which they are involved (Halliday and
Hasan, 1985: 12).
Tenor has three dimensions, those are status, contact, and affect. Status
means the relative position of interlocutors in a culture social hierarchy. The
basic opposition is between equal and unequal depending on whether the
social ranking of participants is comparable or not (Martin, 1992: 525-526).
Affect refers to the ‘degree of emotional charge’ in the relationship between
participants (Ibid: 525). In other case, contact is also concerned with the
degree of involvement among interlocutor. Contact can be divided into
involved and uninvolved depending on a number of factors influencing the
familiarity of the participants with each other (Ibid: 528).
c. Mode
Mode is the projection of textual meaning representing the semiotic of
reality. It refers to the role of symbolism played by language in realizing
social action (Martin, 1992: 508). Mode refers to what part of language is
xliv
playing, what it is that the participants are expecting language to do for them
in the situation: the symbolic organization of the text, the status that it has, and
its function in the context.
Mode also shows us the channel (spoken or written or some
combination of the two) and media used by the language. Media relates to the
medium in which the language is expressed. The media can be audio,
audiovisual, visual, and the print one. It can also be in direct communication
such as tutorial, speech, seminar, dialogue, etc. (Santosa, 2003: 52).
3. Interpersonal Meaning
The interpersonal meaning views language from point of view of its
function in the process of social interaction. Halliday and Hasan define
interpersonal meaning as a form of action: the speaker or writer is doing
something to the listener or reader by means of language (1985: 53).
Tenor as the realization of interpersonal meaning refers to the negotiation
of social relationship among participants. It mediates the semiotics of relationship
along three dimensions: status, affect, and contact (Martin, 1992: 523).
a. Status
Status means the relative position of interlocutors in a culture’s social
hierarchy. It concerns with the equal and unequal status of participants
depending on the social ranking in participants (Martin, 1992: 525-526). It can
be observed by looking at mood structure, transitivity system, theme structure,
text structure, and genre.
b. Affect
xlv
Affect refers to the degree of emotional charge in the relationship
between participants (ibid: 525). Affect deals with the degree of judgment
between participants in the text and the writer to the readers. The judgment
itself can be positive or negative (Santosa, 2003: 51). It can be identified by
analyzing the mood structure, text structure, transitivity system, and the use of
vocative.
c. Contact
Contact refers to the familiarity of language used in a text whether it is
easily comprehended or not. It also focuses on the degree of involvement
among interlocutors (Martin, 1992: 528). It concerns the involved and
uninvolved contact of the participants depending on the frequency and the
range of interaction. It can be analyzed through text structure, cohesion, group
system, clause system.
G. Lexicogrammar
Lexicogrammar is derived from the words lexis and grammatical. Lexis
refers to the words which is being used in a text while grammar is a system or
structure. Lexicogrammar will discuss about clause, groups, and lexis in realizing
the three meanings of metafunctions, namely ideational, interpersonal, and textual
meanings. Those three metafunctions are closely related to the grammatical
structure presenting the functions, such as clause system, transitivity, MOOD
xlvi
system and MOOD structure, thematic structure, metaphor, abstraction, and
technicality, etc. (Santosa, 2003: 77)
Eggins (1994: 114) states that “the experiential, interpersonal, and textual
meaning choices which express contexts in text are in turn realized through
lexicogrammatical patterns: the words and structures that the speakers use”.
1. Thematic Structure
Halliday (1985: 38) defines theme as the element which serves as the point
of departure of the message. It is what the clause is going to be about. As a
message structure, theme is put in the first and it is combined by rheme that comes
after.
Theme is starting point of the message where the speaker points the
emphasis of his meaning on. Meanwhile, rheme is the remainder of the message in
which the theme is developed. Theme is divided into three, namely: Topical
(Marked and Unmarked), Interpersonal, and Textual Theme.
a. Topical Theme
1). Unmarked Theme
The subject of unmarked theme may be first person pronoun: I;
other personal pronoun: you, we, she, it, they, we, he; and the impersonal
pronoun: it and there (Ibid: 45). For example:
You can find many varities of coffe.
xlvii
Topical unmarked theme Rheme
2). Marked Theme
Marked theme refers to a theme that is something other than
subject. The most usual form of marked theme is an adverbial group such
as today, suddenly or prepositional phrase such as in the morning, at
home, etc.
For example:
Tomorrow I will go to your house
Topical marked theme Rheme
b. Interpersonal Theme
The constituents which can function as interpersonal themes are the
Finite (in yes/no interrogative structures) and Modal Adjuncts: Mood,
vocative, and comment.
For example:
1) Finite as interpersonal theme
Do You know me?
Theme Rheme
Interpersonal Topical Unmarked
2) Mood Adjunct as Interpersonal Theme
xlviii
Maybe you don’t know me
Theme Rheme
Interpersonal Topical Unmarked
3) Vocative Adjunct as Interpersonal Theme
Diandra, Do you know me?
Theme Rheme
Interpersonal Interpersonal Topical Unmarked
4) Comment
Fortunately, You agree with me
Theme Rheme
Interpersonal Topical Unmarked
c. Textual Theme
Textual theme consists of continuative, structural, and conjunctive.
Continuative is small set of items, such as: yes, no, well, oh, etc. Structural
theme is like and, but, or, etc. The examples of conjunctive are moreover, in
addition, etc.
Examples:
1). Continuity Adjunct as Theme
Yes, I agree with you
Theme Rheme
xlix
Textual Topical Unmarked
2). Conjunction as Theme
However, You must agree with me
Theme Rheme
Textual Topical Unmarked
3). Conjunctive adjunct
Finally, You agree with me
Theme Rheme
Textual Topical Unmarked
2. Mood System and Structure
Mood System is a system defining the type of clause being carried out in a
verbal interaction whether it is indicative (declarative, interrogative) or
imperative. Indicative declarative clause grammatically has Subject followed by
Finite while indicative interrogative clause consists of Finite followed by Subject.
Imperative clause grammatically has no either Subject or Finite. It has only a
Predicator (Santosa, 2003: 109).
MOOD system can be seen in the following figure:
Declarative
l
(S^F)
Indicative Polar
(S&F) (F^S)
MOOD System Interrogative
(F^S)
Imperative Wh
(P) (Wh^F^S)
(Adapted from Santosa, 2003: 109)
The type of clause can be determined by looking at Mood Structure of
the text. Mood Structure consists of two parts: Mood and Residue. Mood is a
constituent consisting of Subject and Finite while residue is the rest which
consists of Predicator, complement, and Adjunct.
In addition, Mood structure is a clause structure, which realizes an
interpersonal meaning. The Interpersonal meaning concerns the relationship or
interaction among participants, which can be classified into two: giving and
demanding. These interactions relate to the nature of the commodity being
exchanged. They are goods and services or information. The semantic function of
a clause in the exchange of information is a proposition, where the semantic
function of a clause in the exchange of goods and services is a proposal (ibid: 108).
It can be seen from the Interpersonal interaction in clause table below:
Goods and Services Information Giving ‘Here’s the book’ ‘This is the book’ Demanding ‘Find the book!’ ‘Is this the book?’ Proposal Proposition
(Adapted from Santosa, 2003: 108)
li
3. Clause System
Clause can be defined as the meaningful message structure and the most
fundamental message structure in any language – in terms of message that has any
sort of completeness about it (Butt, et al., 1995: 35). Meanwhile, Santosa (2003:
3) states that clause is the logical reality of a language. Clause itself is classified
into two major kinds: minor clause and major clause.
a. Minor Clause
Halliday (1994: 63) states that minor clause is a clause which has
incomplete constituents. It has no mood or transitivity structure typically
functioning as calls, greetings, and exclamation.
For Example:
Mary!!! (call)
Good Night (Greeting)
Congratulation! (exclamation)
b. Major Clause
Major clause is a clause with mood, transitivity structure and thematic
pattern. It can be divided into two kinds: simplex and complex clause.
1). Simplex Clause
It is a clause, which systemically stand by itself without any
expansions of meaning. As a single independent clause, simplex clause
lii
only consists of one activity realized in its verbal group (Santosa, 2003:
94).
For example:
She is studying English now.
2). Complex Clause
Complex clause is a group of clauses that works together through
some kind of logical relationship (Butt, et al., 1995: 32). It performs more
than one activity that semantically consists of two clauses: one is
dependent clause and the rest is independent clause. It consists of two
types of relation between clauses: type of interdependency and type of
logico semantic relation (Santosa, 2003: 94).
a. Interdependency Relation
It is divided into two terms: Hypotactic and Paratactic.
i. Paratactic Relation
Paratactic is the relation between two like elements of equal status,
one initiating and another continuing (Halliday, 1994: p. 218). In
other words, it is a relation of interdependent elements which both
can stand by them. It is marked by numerical notations (1, 2, 3 …).
For Example:
They played very well ; they are a good team.
1 2
(Santosa, 2003: 94)
ii.Hypotactic Relation
liii
Hypotactic relation is the relation of modifying. It is the relation
between a dependent and its dominant, the element on which it is
dependent (ibid). The relation is notated by the Greek letters (a, b,
g, d.....).
For example:
He prepared his lesson Although he was sick.
a b
(Santosa, 2003: 94)
b. Logico semantic Relation
Logico-semantic relation may hold between a primary and a
secondary number of a clause complex (Halliday, 1994: 219). It can be
classified into expansion and projection.
(1) Expansion
Expansion means that the secondary clause expands the
primary clause by three ways: elaboration (marked by =), extension
(+), and enhancement (x).
a. Elaboration
Elaboration exists when one clause expands another by
elaborating on it, by restating it in other words, specifying in
greater detail, commenting, or exemplifying. It is marked by
the symbol (=).
For Example:
liv
Salman is very smart, he gets a good mark
1 =2
b. Extension
Extension means one clause extends the meaning of another by
lements, giving an exception to it, or offering an alternative. It
involves “and”, “but”, and “or”. It is marked by (+).
For example:
Salman is smart and he is handsome
1 +2
c. Enhancement
Enhancement exists when one clause enhances the meaning
of another by qualifying it with reference to the time, place,
manner, cause, or condition. It is marked by (x).
For example:
Salman went to my house after he finished his job
α xβ
(2) Projection
Projection means that the secondary clause is projected
through the primary clause. It is divided into locution and idea.
a. Locution
In locution, one clause is projected through another, which
presents it as a locution, a construction of wording. It is usually
lv
shown by the presence of verbs such as: say, tell, ask, report,
etc. It is symbolized by (“)
For Example:
Indra said that he loves me so much
α “β
b. Idea
In idea, one clause is projected through another, which presents
it as an idea, a construction of meaning. It is symbolized by (‘).
For example:
I think that his feeling is right
α ‘β
4. Transitivity System
a. Types of processes and their participants
(1) Material Process
Eggins (1994: 230) states that the basic meaning of material
process is that some entity does something undertaking some action. It
means that material process is the process of doing and action like run,
went, give, stay, etc. Type of processes can be classified into two: the
process of doing and the process of happening. The process of ‘doing’ is
creative by making something (make, build, repair). Meanwhile, the
lvi
process of ‘happening’ is to influence something (send, do, throw)
(Santosa: 2003: 79). The participants involved in this process are actor and
goal. Actor is the constituent of the clause who does the deed or performs
the action while the goal is the participant at whom the process is directed,
to whom the action is extended (Eggins: 1994: 231).
Example:
The restaurant Offers delicious lunch and dinner
Actor Material process Goal
Besides, there are other participants involved in the material
process called beneficiary and range. Eggins (1994: 235) defines
beneficiary as participants which benefit from the process. There are two
kind of beneficiary: a recipient and a client. Recipient is the one to whom
something is given while client is the one for whom something is done.
Example:
My mother gives him money
Actor Process: material Recipient Goal
The car is bought for him by his father
Goal Process: material client actor
The additional participant in material process is range. It is the
element that specifies the range or scope of the process.
lvii
Example:
She Plays guitar
Actor Process: material range
(2) Mental Process
Halliday (1987: 107) defines mental process as processes which
encode meanings of thinking, feeling, and perceiving. It is divided into
three classes: cognition (verbs of thinking, knowing, and understanding),
affection (verbs of liking or fearing), and perception (verbs of seeing or
hearing).
The participants involved in mental process are senser and
phenomenon. The senser is the conscious being that is feeling, thinking, or
seeing. Meanwhile, phenomenon is that which is sensed, felt, thought or
perceived by conscious senser (Eggins, 1994: 243).
Example:
You can enjoy the harmonious music
Senser Process: mental Phenomenon
(3) Relational Process
The main characteristic of relational processes is that they relate a
participants to its identity or description. In essence, they state that
something is/was/will be, and hence relational processes are often
lviii
described as processes of being (Butt, et al., 1995: 49). There are two types
of relational processes: attributive and relational.
(a) Attributive Relational Process
It is ascribed to some entity either a quality, a circumstance or a
possession (Halliday, 1994: 120). It is the process of relating by giving
attribute. The participants involved in this process are attribute and
carrier (to whom the attribute is given). Verbs usually used include be,
become, remain, turn, go, etc.
For example:
Salman is handsome
Carrier ARP Attribute
(b) Identifying Relational Process
Identifying relational process is process of relating by giving
identifying, defining, and classifying (Santosa, 2003: 84). The
participants involved in this process are Token (that which stands for
what is being defined) and a value (that which defines). All identifying
clauses are reversible. The verbs of identification include show, reflect,
symbolize, realize, indicate, signify, etc. (Halliday, 1994: 122).
For Example:
Salman is the best student
Token IRP Value
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(4) Verbal Process
Verbal process is process of saying. It typically contains three
participants: sayer, receiver, and verbiage. Sayer is the participants who
send the message, receiver is that who receives the message, and verbiage
is the message itself.
Example:
She Asked me a question
Sayer Verbal process receiver verbiage
(5) Behavioural Process
It is a process of physiological and psychological behaviour like
breathing, coughing, smiling, dreaming, and staring (Halliday, 1994: 134).
There are two types of behavioural process: mental behavioural and verbal
behavioural process.
a. Mental Behavioural Process
Halliday in Eggins (1994: 249) describes mental behavioural
process as a “half-way house” between material and mental processes.
It is the combination of material and mental processes. The participants
involved in this process are behaver (the active participant and it is
typically a conscious being) and phenomenon (the passive one).
For example:
The police will investigate the thief
Behaver Process: mental behaviour phenomenon
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b. Verbal Behavioural Process
It is the combination between verbal and mental processes
(claim, argue, etc). It is the process of using verbal in action. The
participants involved are behaver and verbiage.
For example:
The police claimed that he is the thief
Behaver Process: mental behaviour Phenomenon
(6) Existential Process
Existential process represents something that exists or happens by
positing “there was or there is”. The participant involved in this process is
called existent.
For example:
There Was snow on the ground
Process: existential Existent Cir: location
(Eggins, 1994: 255)
b. Circumstances
There are eight types of circumstances namely extent, location (time
and space), manner (means, quality, and comparison), accompaniment, matter,
cause, role, and angle.
1) Extent
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Extent is expressed in terms of some unit measurement like yards, laps,
rounds, years, etc. The interrogative forms of extent are how far?, how
long?, how many?, etc.
Example:
They stay here for two days
Cir: extent
2) Location
The location describes where and when the process takes place (Halliday,
1994: 152). The interrogative forms of location are where? and when?.
Example:
Espresso Coffee is located at Lobby area
Cir: Loc: place
It was built in 1997
Cir: Loc: time
3) Manner
The circumstancial element of manner comprises three categories: means,
quality, and comparison.
a) Means
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It refers to means whereby a process take plece. It is typically
expressed by a prepositional phrase with the preposition by or with.
The interrogative forms are how? and what with? (Halliday, 1994:
154).
Example:
He goes there by car
Cir: manner: means
b) Quality
It is typically expressed by an adverbial group with –ly adverb. The
interrogative forms are how? Or what ways? a process occurs (ibid).
Example:
They sing beautifully
Cir: manner: quality
c) Comparison
It is typically expressed by a prepositional phrase with like or unlike or
an adverbial group of similiarity or difference. The interrogative forms
is what...likes (ibid).
Example:
It went through my head like an earthquake
Cir: comparison
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(ibid)
4) Accompaniment
It represents the meanings ‘and’, ‘or’, ‘not’, as the circumstancial. It is
represented by prepositional phrases with preposition such as with,
without, besides, instead of. The interrogative forms are who or what
else?.
Example:
Indra goes there alone without his family
Cir: accompaniment
5) Role
Role corresponds the interrogative form what as? It can be indicated by
the prepositional phrase with preposition as, by way of, in the
role/shape/guise/form of.
Example:
Batik Laweyan is considered as the biggest batik kampong
Cir: role
6) Cause
The circumstancial element of cause also comprises three categories:
Reason, Purpose, and Behalf.
1) Reason
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It represents reason for which a process takes place-what causes it. It is
typically expressed by a prepositional phrase with through or a
complex preposition because of, as a result of, thanks to, due to. The
interrogative forms are why, how? (Halliday, 1994: 155).
Example:
He is angry because of your mistakes
Cir: Cause: Reason
2) Purpose
It refers to the purpose for which an action takes place (the intention
behind it). They are typically expressed by a prepositional phrase with
for or with a complex preposition such as for, in the hope of, for the
purpose of. The interrogative form is what for? (ibid).
Example:
It is available for the best relaxation
Cir: cause: purpose
3) Behalf
Behalf deals with the entity, typically a person, on whose behalf or for
whose sake the action is undertaken. It can be expressed through a
prepositional phrase with preposition for or with a complex preposition
such as for the shake of, in favour of, on behalf of. The interrogative
form is for whom?
lxv
For example:
Indra goes there on behalf of his family
Cir: cause: behalf
4) Condition
Condition refers to the certain condition of the process. It is signified
by interrogative form “what if?”.
For example:
In the case of raining we prepares umbrella
Cir: cause: condition
5) Concession
Concession represents the concession of process. It is signified by in
spite of, despite.
For example:
John prepared his room inspite of his sickness
Cir: cause: concession
6) Angle
Angle concerns with whether the message is the speaker’s or other’s. It is
indicated by the prepositional phrase: according to. The interrogative form
is who says?
For example:
lxvi
According to Indra she is the most beautiful girl in his life
Cir: angle
7) Matter
This circumstantial element answers the question of “what about”. In
English, there are some prepositions to show this circumstance, such as
about, concerning, with respect to (Santosa, 2003: 91).
For example:
We are speaking about our future
Cir: matter
5. Methapor
Metaphor is a variation of the expression of the meaning. Metaphor is
usually described as a variation in the use of words: a word is said to be used with
a transferred meaning. It concerns how the meaning is expressed, not how the
word is used. A meaning may be realized by a selection of words that is different
from that is some sense typical or unmarked. Metaphor can be identified by the
realization of process, participants, and circumstance (Halliday, 1994: 341).
There are two kinds of grammatical metaphor namely ideational metaphor
and interpersonal metaphor.
a. Ideational Metaphor
Ideational metaphor can be seen if non-loving things do some activities, which
are usually what animate being done.
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For example: “the magazine tells us about how to be a good leader”.
b. Interpersonal Metaphor
Interpersonal Metaphor is metaphor in the expression of modality and mood
(Ibid: 354).
6. Groups
A group is an expansion of a word, which is called as a word complex
(Halliday, 1994: 180). There are several kinds of group as follows:
a. Nominal Group
Nominal group is an experiential structure which has the function of
specifying (i) a class of things and (ii) some categories of membership within
this class (Halliday, 1994: 180). The nominal group consists of head, which
may be preceded and followed by modifying elements: pre-modifiers and
post-modifiers (Santosa, 2003: 99). They are: deictic, numerative, epithet,
classifier, and qualifier.
The structure of nominal group in English can be seen in the following
figure:
Pre-modifier Post-modifier
D ^ Num ^ E ^ C ^ T (Qualifier) Art Car Adj N N Relative Clauses Poss Ord Pr.Part Adj Pr Present Participle Phrases Ps.Part Ger Ger Past participle Phrases Int.Phr Infinitive Phrases N.Cl Adjective Phrases Prepositional Phrases Cardinal/Ordinal (Adapted from Santosa, 2003: 100)
lxviii
1) Deictic
Deictic indicates whether or not some specific subset of thing is
intended. It could be expressed by specific or non-specific deictic. The
specific deictic consists of demonstrative (a, the, this, that, those, etc) and
possessive (my, his, her, their, its, etc). Meanwhile, non-specific deictic is
signified by each, every, both, all, some, either, etc.
2) Numerative
Numerative indicates some numerical feature of subset either quality
or order, either exact or inexact. It can be classified into quantifying and
ordering numeratives. The quantifying numeratives specify either an exact
number (cardinal numerals e.g. one, two,three, four, etc) or an inexact
number (many, much, a lot of). Ordering numeratives specify either an exact
place in order (ordinal numerals e.g. the second train) or inexact place (e.g.
a subsequent train).
3) Ephitet
Ephitet refers to some quality of the subset. It is divided into
experiential and attitudinal ephitet. Experiential ephitet means an objective
property of the thing itself by describing the shape, size, color, and condition
such as old, long, blue, fast, etc. Whereas, attitudinal ephitet is an expression
of the speaker’s subjective attitude towards the thing such as splendid, silly,
fantastic, beautiful, etc (Halliday, 1994: 184). Besides, ephitet is also
lxix
realized in present participle (e.g. a crying baby, a singing bird, etc.) and
past participle (e.g. an advertised product).
4) Classifier
Classifier indicates a particular subclass of the thing n question. It is
realized in nominal words (stone house, electric trains, toy trains, rubber
boat, etc), adjective (black hair, modern architecture, etc), and gerund
(swimming pool, sailing boat, etc).
5) Qualifier
Qualifier is one element that follows the thing either a phrase or a
clause. It is realized in (1) adjective clause, (2) present participle phrase, (3)
past participle, (4) infinitive phrase, (5) prepositional phrase, (6) adjective
phrase, and (7) ordinal and cardinal number.
6) Thing
Thing is the semantic core of nominal group. It may be common
noun, proper noun, and personal pronoun. Common noun is precisely what
their name implies, common to a class of referents: hence they are typically
accompanied by deictic and other elements as well (table, book, chair).
Proper nouns are names of particular persons, individually or as a group,
institution of all kinds, and places such as Polly Perkins, Ayers Rock or
Cathay Pacific Airlines. Meanwhile, personal pronoun represents the world
according to the speaker in the context of a speech exchange such as he, she,
him, them, etc (Halliday, 1994: 189).
lxx
b. Verbal Groups
Halliday (1994: 196) states that verbal group is the constituent which
has a function as finite plus predicator (or as predicator alone if there is no
finite element) in the mood structure and as a process in the transitivity
structure. There are two parts of verbal group, namely experiential and logical
structure.
1) Experiential structure consists of finite and event with optional auxiliary
(one or more).
For example:
She goes to campus
Finite Event
2) Logical structure realizes the system of tense (primary and secondary
tense). Primary tense is that functioning as head, symbolized as ‘α’. The
modifying elements are symbolized by ‘β’, ‘γ’, ‘δ’, and so on. Those
elements are secondary tenses that indicate the past (-), present (o), and
future (+).
For example:
He watched a film.
α - β event
He watches a film
α o β event
He is going to watch a film
α o β + γ event
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c. Adverbial Groups
An adverbial group has an adverb as the head which may or may not
be accompanied by modifying elements. There are two types of modification,
pre-modifier and post-modifier. The pre-modifiers are grammatical items like
rather, not, so, etc, for example: She is so beautiful. Meanwhile, post modifier
is in forms of (1) embedded clauses or (2) prepositional phrase (Halliday,
1985: p. 187).
d. Conjunction Group
Conjunctions also form word groups by modification, such as: even if,
just as, not until, if only, as soon as, in case, by the time, etc.
e. Preposition Group
Prepositions are not a sub-class of adverbials. Functionally, they are
related to verbs. They form groups by modification such as: to, on the ground
of, right behind, etc.
7. Lexis System
Lexis system is a word which is used to realize verbal social process (text)
and has function to realize ideational, interpersonal, and textual meaning (Santosa,
2003: 121).
a. Congruent and Incongruent Lexis
The realization of process, participants and circumstances in a text
can be applied in two ways: congruent and incongruent expressions.
lxxii
Congruent expression is an expression in which the symbol has direct relation
with reality (Ibid). The way of congruent expression is indicated by placing
nominal group as participant, verbal group as process, and adverbial group as
circumstance.
For example:
Dini is studying English in her room. Physical reality: Symbolic reality: Dini, English (Noun) Nominal group Is studying (Process, activity) Verbal group In her room (Cir: Location: Place) Adverbial group
Incongruent expression is an expression in which the symbol has
indirect relation with reality (Ibid: 123). It is realized by changing a group into
other grammatical system. The incongruent expression is also called as
grammatical metaphor including nominalization, which is a process of
changing verb and adjective into nouns. Through the nominalization of verb
and adjective, the abstraction used in the text can be analyzed.
For example:
Flood in Solo is caused by heavy rain Physical Reality: Symbolic Reality: Flood (Process) Nominal group Is caused (Logical relation) Verbal group Heavy rain (Process) Nominal group
The other case is made by means of nominalization is technicality.
Technicality is a nominalization of process that produces the specific terms of
certain field, as stated by Martin (1992: 328) that “one of the main function of
lxxiii
nominalization is in fact to build up technical taxonomies of processes in
specialized field”.
b. Descriptive and Attitudinal Lexis
Descriptive lexis is pure lexis describing experiential reality without
involving any implicit opinions of the writer, while attitudinal lexis also
describes experiential reality having implicit opinion, sense, and attitude of the
writer towards the message or events involved in the text (Santosa, 2003:
126).
For example:
(1) The livestock sector in Nigeria is characterized by low productivity.
(Descriptive)
(2) If there is any specimen lower than a fornicating preacher, it must be a
shady scientist. (Attitudinal)
(Adapted from Santosa, 2003: 127)
H. Cohesion
Cohesion refers to the resources within language that provide continuity in
a text, over, and above that is provided by clause structure and clause complex
(Gerot and Wignel, 1994: 170). Cohesion is divided into two categories, those are
grammatical and lexical cohesion.
1. Grammatical Cohesion
Grammatical cohesion is divided into four: reference, ellipsis,
substitution, and conjuction.
a. Reference
lxxiv
The cohesive resource of reference refers to how the writer or
speaker introduces participants and then keeps track of them once they are
in the text (Eggins, 1994: 95). Participants are the people, places, and
things that get talked about in the text. Santosa (2003: 62) states that
commonly reference is pronoun such as he, she, it, they, his, her, and etc
that can be used to refer to thing or idea.
For example: Dini wakes up earlier. She wants to go to Jakarta.
b. Ellipsis
Ellipsis refers to the omission of item for efficiency or leaving out
words elsewhere in the discourse or from the context. It is divided into:
nominal, verbal, and clausal ellipsis.
1) Nominal ellipsis is an ellipsis within nominal group.
For example: You have some books. Could you lend me yours?
2) Verbal ellipsis is an ellipsis within verbal group.
For example: What are you doing? Studying..
3) Clausal ellipsis occurs when there is an omission of some elements in a
sentence. This usually occurs in an answer of question either yes no
question or Wh-question.
For example: Do you trust me? Yes, I do.
c. Substitution
lxxv
It is the replacement of some items in a clause into a grammatical
form. The constituents grammatically replaced are predicator and
complement.
Example: Ana is very happy, so is Ani
d. Conjunction
Conjunction refers to a word that joins word, phrases or sentences.
Types of conjunction are internal and external. Internal conjunction is used
to relate ideas of two clauses in two different sentences, such as in
addition, therefore, however, meanwhile, etc. On the other hand, external
conjunction is used to relate two ideas of two clauses within a sentence,
such as and, or, but, then, etc.
Besides, logico-semantically, Halliday in Eggins (1994: 105)
recognize three main types of conjunctive relations: elaboration, extension
and enhancement.
1) Elaboration
Elaboration is a relationship of restatement or clarification whereby
one sentence is presented as a re-saying or representation of a previous
sentence. Conjunctions included in this relation are in other word, that
is, for example, for instance, etc (ibid).
2) Extension
lxxvi
Extension is a relationship of either addition (one sentence adds to the
meanings made in another) or variation (one sentence changes the
meanings of another, by contrast or by qualification). Conjunctions
included in this relation are nor, but, yet, on the other hand, moreover,
etc. (ibid: 105-106).
3) Enhancement
Enhancement refers to the way by which one sentence can extent on
the meanings of another, in terms of dimensions such as time,
comparison, cause, condition, or concession. Conjunctions include in
this relation are at the same time, before that, soon, etc. (ibid: 106).
2. Lexical Cohesion
Lexical cohesion comes about through the selection of items that are
related in some way to those that have gone before (Halliday, 1994: 330).
According to Santosa (2003: 72), this relation is divided into
taxonomic and non-taxonomic lexical relations.
a. Taxonomic Lexical Relation
Taxonomic lexical relation is a relation where one lexical item
relates to another through class/sub class or part/whole relations. It is
classified into super ordination and composition.
1) Superordination
lxxvii
Superordination is based on principle of sub classification.
There are two types of superordination: inclusion and similarity.
Inclusion involves hyponymy and co-hyponymy. Hyponymy concerns
two or more lexical items used in a text related through sub-
classification. For example: animal-cat. Co-hyponymy is when two or
more lexical items used in a text are both member of a super ordinate
class. For example: rose-jasmine.
Similarity refers to two or more lexical items expressing
similar or different meanings. It is divided into three types: repetition,
synonym, and antonym. Repetition is when a lexical item is repeated.
For example: batik-batik. Synonymy is when two words essentially
restate each other. For example: good-fine. Antonymy is when two or
more lexical items encode a contrast relationship. For example: Ugly-
beautiful.
2) Composition
It is the part/whole relationship between lexical items. The
types are collocation, meronymy or co-meronymy. Collocation is the
cohesive force that is achieved through the association of lexical items
that regularly co-occur. For example: garden-plant. Meronymy exists
when two lexical items are related as whole to part. For example:
hotel-room. Co-meronymy is when two lexical items are related by
both being parts of a common whole. For example: room-bar.
lxxviii
b. Non-taxonomic Lexical Relation
It is focused on the thing-oriented to interpret the experential
meaning that cannot be manifested through the single item. There are two
types of non-taxonomic relations: experientially nuclear and expectancy
activity relation.
1) Nuclear Relations
It reflects the way in which action, people, places, and qualities
configure as activities in activity sequences (Martin, 1992: 309).
2) Expectancy activity relation
It is a relation of activity sequence in a certain event done by the
participants. As it shows the relation among the activities in the text,
the activity sequence can be used to construct the text structure
(Santosa, 2003: 75).
I. Genre
Genre is a social process having a certain social goal which can be known
through its staging to achieve goal. The social process means a social activity in a
context of culture in which language plays an important role (Santosa, 2003: 24).
Genre is realized in the Generic Structure Potential (GSP). A text must
have a GSP; GSP is an obligatory element of a text, which can be used to decide
the genre of a text. GSP shows a structure of opening, body, and closing in a text
(ibid: 29-30). There are two categories of genre: factual genre and story genre.
1. Factual Genre
lxxix
Martin (1992: 562) divides factual genre into eight genres, namely
description, recount, report, procedure, explanation, exposition, discussion,
and exploration.
The types of factual genre can be seen in the following figure:
generalized generalized: document explain: resolve debate
- Activity DESCRIPTION REPORT EXPOSITION DISCUSSION Structured
+ Activity RECOUNT PROCEDURE EXPLANATION EXPLORATION structured
Adapted from Martin (1992: 563)
a. Description Genre
Description genre is used to describe things, both living and nonliving
things. However, the result of the description is not used to generalize. The
activities have no structure and certain activity sequence. Thus, the writer
could start and end the description of the object from any part he wants.
For example:
Natural Bridge National Park Natural Bridge National Park is a luscious tropical rainforest
IDENTIFICATION
It is located 110 kilometers south of Brisbane and is reached by following the Pacific Highway to Nerang and then by traveling through the Numimbah Valley. This scenic road way lies in the shadows of the Lamington National Park. The phenomenon of the rock formed into a natural ‘arch’ and the cave through which a waterfall cascades is a short 1 kilometer walk below a dense rainforest canopy from the main picnic area. Swimming is permitted into rock polls. Night-time visitors to the cave will discover the unique feature of
DESCRIPTION
lxxx
the glow worms. Picnic areas offer toilets, barbeques, shelter sheds, water, and fire places. However, overnngt camping is not permitted.
(Attwood in Gerot and Wignell, 1994: 209)
b. Report Genre
Report is factual genre, which describes the way things are, with
reference to a whole range of phenomenon, natural, cultural, or social in
our environment. This genre focuses on generic participants, uses of
simple present tense, uses of ‘being’ and ‘having’ clauses, and has no
temporal sequence. The generic structure is started by general
classification including optional technical classification followed by the
description of things consisting of the object’s parts and their functions,
qualities, habits/behaviors, or uses (if the object is non natural).
For example:
Sea-Lions Sea-lions are sea-mammals and are warm-blooded. They breathe air with their lungs
GENERAL CLASSIFICATION
The scientific name for the family they belong to is Neophoca Cinerea (Nee-o-fo-ka Sin-er-ee-a).
TECHNICAL CLASSIFICATION
Australian sea-lions are about 250 cms long. Adult males (called bulls) grow about 3 meters and are the largest Australian mammal (they no longer breed in Australia). The female sea-lions are always smaller than the bulls in length and weight. Australian sea-lions have a body shaped for slipping smoothly through the water and a thick layer of fat underneath their skin. They have a covering of a hair, large eyes, and long stiff whiskers. They have a large nostril, long, sharp teeth, and two pairs of short legs with the five-toed feet flattened like paddles or fins. When Australian sea-lion pups are born, they feed on their mother’s milk. Sea-lions have to come on dry land when they mate with lots of females. If baby pup
DESCRIPTION
lxxxi
goes near a bull, the bull will kill it. When the pup is trying to look for its mother, no other sea-lions will feed it. If it can’t find its mother, it will starve. Australian sea-lions are found along the South-Western shores of West Australia and most of the South Australian coastline and off-shore islands. Sea-lions eat fish and squid.
(MEDSP, 1989: 8)
c. Exposition Genre
Exposition genre functions to put forward a point of view or
argument, for example: essay, letter to editor, etc. Its generic structure
potential is started from thesis and brief explanation of arguments whether
supporting or challenging and closed by reiteration.
For example:
I think the Canterbury Council should construct more Activity Centers in most local areas. Firstly, children can keep busy as well as have fun in the holidays. Secondly, they learn a lot about how to do certain things. Finally, it might stop children vandalizing properties that don’t belong to them because they can go to the Activity Centers.
THESIS
During the school holidays, many children who don’t have much on their minds can attend their local Activity Center. It will keep them busy and they can also learn to do lots of different things. Another reason is children can encourage others to attend their local Activity Center. This way, children will not get so bored because they can have lots of fun. Moreover, it could stop children from vandalizing others’ property because they have better things to do like going to the Activity Center and having fun and enjoying themselves.
ARGUMENTS
These are the main reasons why I think we should have more Activity Centers. It will be very educational and a very good experience for lots of children.
REITERATION
(MEDSP, 1989: 17)
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d. Discussion Genre
Discussion genre functions to present information about and
arguments for both sides of a topical issue, concluding with a
recommendation based on the weight evidence. This genre focuses on
generic human and non-human participants, uses simple present tense, and
uses material, mental, and relational processes. The generic structure is
started by statement of issue, argument for, argument against, and
recommendation.
For example:
There are many reasons for both sides of the question, “Should we have printed advertisements?” Many people have strong views and feel that ads are nothing more than useless junk mail, while other people feel they are important source of information.
ISSUE
Here some reasons why we should have advertisements in newspapers and magazines. One reason is ads give us information about what is available. Looking at ads we can find out what is on sale and what is new in the market. This is an easy way of shopping. Another reason is that advertisements promote business. When shop owners compete against each other, the buyer serves money, more people come to their shops and they sell more goods.
ARGUMENTS FOR
On the other hand, some people argue ads should not be put in newspapers and magazines for these various reasons. Firstly, ads cost the shopkeeper a lot of money to print onto paper. Also some people don’t like finding junk mail in their letter boxes. People may also find the ads not very important. Ads also influence people to buy items they don’t need and can’t really afford. Ads use up a lot of space and a lot of effort has to be made to make the ads eye-catching. Ads also take up a lot of room in the
ARGUMENTS AGAINST
lxxxiii
papers and I don’t think I find some of them interesting. In summary, although ads provide people with information, they cost a lot of money to print. Therefore, I think we should not have printed advertisements.
RECOMMENDATION
(MEDSP, 1989: 20)
e. Recount Genre
Recount genre is used to retell events for the purpose of informing
or entertaining. The generic Structure Potential of this genre is orientation
as the opening, events as the body, and reorientation as the closure. The
lexicogrammatical features of the text are: specific or individual
participants, using past tense verbs, using material processes and focusing
on temporal sequence of events.
For example:
Dear Grandpa and Grandma, Yesterday at my school we had International Day. We had performances, food stalls, displays, raffle ticket draw, and some of us were dressed in costumes.
ORIENTATION
We started our day off with performances but the one I liked best was the one from fourth grade. It was about games. The performance I was in was called Labamba. Straight after our performances we had our lunch. There were food stalls. They came from Australia, Asian, Arabic, and Greece. Everyone had a job. These people were from sixts grade. I did my job after I had lunch. My job was to sell International Day Books. We had displays in the hall. These displays were good but I didn’t get to see them. The displays came from a lot of countries. There was also a Trash and Treasure stall where they sell toys. The school got these things by asking the children to bring the in. After lunch we had a raffle ticket draw. I didn’t win
EVENTS
lxxxiv
anything but a lot of people did. Although I didn’t win anything, International Day was still fun. REORIENTATION
(MEDSP, 1989: 5)
f. Explanation Genre
Explanation genre is used to explain the processes involved in the
evolution of natural and social phenomena or how something works or
why things as they are. It more focuses on the process than things. Its
structure is started with a general statement, followed by sequenced
explanation of why/how something occurs (usually a series of logical steps
in the process). Its features are using simple present tense, temporal and
causal conjunctive relation, and material process and passive voice.
For example:
Explain How Deserts Remain Dry
There are three possible reasons why deserts remain dry. These are high mountain barriers, cold ocean currents, and high pressure systems.
GENERAL STATEMENTS
Mountain Barriers: When warm air passes over the ocean, it picks up moisture in the form of water vapor. As this moist air travels over the land, it rises to pass over mountain ranges. When t begins to rise, the air cools and this causes the water vapor to condense into droplets which fall as rain. When the air reaches the other side of the mountain barrier, it has lost all its moisture and so the other side of the mountain remains dry.
SEQUENCED EXPLANATION
Cold Ocean Currents: Air passing over cold ocean currents is cooled and therefore is unable to pick up and hold much moisture. When this cold air mass reaches the warm desert, any moisture in the air is evaporated and so does not fall as rain and so the desert remain dry.
SEQUENCED EXPLANATION
High Pressure System: In a high pressure system, the air is dry and is moving downwards. As this system moves over the land, it
SEQUENCED EXPLANATION
lxxxv
draws in moisture from the land surface. Consequently, the moisture does no fall as rain and so the desert remains dry.
(MEDSP, 1989: 14)
g. Procedure Genre
Procedure genre is used to describe how something is
accomplished through a sequence of actions or steps. Its structure is started
from the goal, followed by procedural steps consisting of some steps
oriented to achieving the goal. The lexicogrammar features are using
simple present tense, imperative clause, material process, and temporal
conjunctive relations such as first, then, etc.
For example:
To Make Stained Glass Figure GOAL 1. First, you take a piece of cardboard and one piece of chalk. 2. Then you draw something on the cardboard. 3. Next, you cut it out where you want light to go through. 4. Then, use a text to trace around the thing you drew. 5. Stick different colored cellophane paper over the areas that
have a hole. 6. When you have finished this, stick it on the window.
STEPS
(MEDSP, 1989: 11)
2. Story Genre
Story genre means that the text explored from the social process of
telling functioning generally to entertain the readers and sometime to tease the
social phenomenon. The activities depend on how the participants see the
social phenomenon in the story (Santosa, 2003: 38)
lxxxvi
Story genre has four types. They are recount, anecdote, exemplum, and
narrative genre.
a. Recount Genre
Recount genre consists of a record of event or social phenomenon
occurred in the past. Its Generic Structure Potential is started by
orientation, followed by events and sometimes ended by a reorientation.
b. Anecdote Genre
An anecdote also refers to a record of events or social
phenomenon, but there is something remarkable or out of ordinary. The
unexpected thing or unusual sequences creates a crisis and the crisis is
created in various way of effect, such as insecurity, frustration,
satisfaction, security or fulfillment. Its Generic Structure Potential consists
of abstract, orientation, crisis, reaction, and coda.
c. Exemplum Genre
Exemplum genre views an unusual thing as an incident which is
then followed by an interpretation that explains how the thing should or
should not happen. Its Generic Structure Potential consists of abstract,
interpretation, and coda.
d. Narrative Genre
In narrative Genre, the unusual thing creates a complication which is
further evaluated in the evaluation and it will finally be overcome in the
evolution. Its Generic Structure Potential consists of abstract, orientation,
complication, evaluation, resolution, and coda.
lxxxvii
The types of story genres can be seen in the figure below:
Types of Story Genres Activity Sequence Recount A record of events Anecdote Crisis Reaction
Exemplum Incident Interpretation Narration Complication Evaluation Resolution
(Adapted from Martin in Santosa, 2003:38)
CHAPTER III
RESEARCH METHODOLOGY
A. Type of Research
lxxxviii
This research is qualitative employing descriptive comparative method. It
is identified as qualitative since the data used in this research are in the form of
words, sentences, or pictures rather than numbers (Sutopo, 2002: 35). Qualitative
research is a type of research which does not include any calculation and
enumeration (Moleong, 2001: 2).
In addition, this research also belongs to a descriptive since it is a kind of
research method focused on a set of activities like collecting and arranging,
analyzing and interpreting the data, and then drawing conclusion (Surakhmad,
1994: 139). Descriptive is a research method using a technique of describing,
noting, analyzing, and interpreting of current phenomena (Mardalis, 2002: 26). It
can be seen from the purpose of this research which is to describe the
interpersonal meaning of E-advertisement and brochure of Laweyan Batik
Kampong.
This research also employs comparative method. Miles and Huberman
(1984: 237) state that comparative method is implemented by making comparison
between two sets of things, persons, roles of activities which are known to differ
in some other aspects. This research will analyze two advertisement texts of
Laweyan Batik Kampong taken from brochure and internet. Further, the aim is to
know the similarities and differences of the objects that are analyzed.
B. Data and Source of Data
Arikunto (1983: 102) states that source of data in a research is the subject
from which the data are obtained while data are materials used in the research.
lxxxix
The sources of data in this research are the advertisement texts of Laweyan
Batik Kampong published by two different media: brochure and internet.
Meanwhile, the data analyzed in this research are in the form of lexicogrammar,
cohesion, text structure, and genre of the two texts.
C. Sample and Sampling Technique
Hadi (1983: 70) states that sample is a part of population that is
investigated while sampling technique refers to a technique of choosing the
sample (Ibid: 75).
In this research, a total sampling is employed. The technique is used since
the researcher takes and analyzes all the clauses provided by the source of data,
those are Laweyan Batik Kampong Advertisement texts.
D. Research Procedure
The research procedure explains the method in setting up an effective
direction in conducting the research. The procedure is arranged as follows:
1. Collecting batik advertisement texts taken from internet and Solo tourism
office.
2. Reading and taking all clauses of the two texts.
3. Analyzing the data consisting of contextual configuration, lexicogrammar,
cohesion, text structure, and genre.
4. Making interpretation of the data analyzed covering status, contact, and affect
realized by its lexicogrammar, cohesion, text structure, and genre.
xc
5. Making the discussion by comparing the two interpretation of the data
analyzed to find out the similarities and differences
6. Drawing conclusion
7. Giving recommendation
E. Technique of Collecting Data
In collecting the data, the researcher employed library technique or
“Teknik Pustaka” in which the data are collected from written resources (Subroto,
1992: 42). The written resources can be in the form of magazine, newspaper,
literary works, etc. The data of this research are taken from brochure published by
Solo tourism office and www.kabaresolo.com accessed on February 24th, 2009 at
08.07 PM.
Furthermore, the technique was followed by “Teknik simak dan catat”.
Subroto (1992: 41) states that teknik simak is conducted by way of observing the
use of language while teknik catat is the note of the data that are suitable with the
purpose of the research. The data of the research, then were obtained by observing
the language used in the text of Laweyan Batik Kampong brochure and e-
advertisement. Then, it was continued by noting and exploring the data in terms of
lexicogrammar, cohesion, text structure, and genre.
F. Technique of Analyzing Data
After collecting the data, the researcher employs some techniques in
analyzing data:
xci
1. Analyzing lexicogrammar system including clause system, logico semantic
relation and interdependency system, transitivity system, MOOD system,
nominal and verbal group, nominalization and technicality, descriptive and
attitudinal lexis, and polarity and modality of both texts
2. Identifying cohesion, text structure, and genre of both text.
3. Interpreting the analyzed data to find out status, affect, and contact.
4. Comparing the two interpretations to find out the similiarity and difference.
5. Drawing conclusion and giving recommendation.
CHAPTER IV
DATA ANALYSIS
xcii
This chapter deals with the data analysis of the research. It consists of
three subchapters namely data description, data interpretation, and discussion.
Data description describes the data in the form of contextual configuration,
cohesion, text structure, and genre. Contextual configuration shows the analysis of
each text namely the e-advertisement (data I) and brochure (data II) of the
Laweyan Batik Kampong based on its contextual configuration. Meanwhile,
lexicogrammar description describes clause system, interdependency, MOOD
system, modality and polarity, transitivity system, theme system, nominal and
verbal group, nominalization and technicality, lexis system and metaphor.
Data interpretation shows three dimensions of tenor covering status,
contact, and affect. This interpretation is based on its lexicogrammar description.
The last subchapter is discussion which explains the totality of the text. It is used
to answer the problem statement of the research.
A. Data Description
1. TEXT I
(E-ADVERTISEMENT OF LAWEYAN BATIK KAMPONG)
xciii
a. Contextual Configuration
Text I is taken from the e-advertisement of Laweyan Batik Kampong
published in www.kabaresolo.com. This e-advertisement is used to promote
Laweyan Batik Kampong by giving information about its products, its history,
its historical sites, and its architecture.
The e-advertisement consists of some elements, namely title, illustration,
text, and pictures. The upper part of the e-advertisement is the illustration of
batik produced by Laweyan Batik Kampong. In the lower part, there is the
name of Laweyan Batik Kampong written in different color.
The other important elements are the picture and illustration. In this e-
advertisement, there are totally 4 pictures. The first picture is the illustration of
batik produced by Laweyan Batik Kampong placed in the upper part of the e-
advertisement. Second, the picture of high wall buildings as the characteristic
of Laweyan architecture placed in the right side of the e-advertisement. The
others are the pictures of some old buildings which still exist in Laweyan.
All of the texts are written in Times New Roman typefaces in different
sizes used for the body, the head, and the captions. Then, the color of the
advertisement is also an important element. The background color of this
advertisement is dominated by white color. Moreover, the writer uses orange
color for the title in order to grab the readers’ attention.
b. Lexicogrammar
xciv
1. Clause System
Table 4.1.1. Type of Clause
Type of clause Clause Number Number Percentage
Simplex 3, 4, 5, 6, 9, 10, 12, 13, 16, 18,
20, 21, 22, 23, 24, 26, 31
17 54.8%
Complex 2, 7, 8, 11, 14, 15, 17, 19, 25, 27,
29, 30
12 38.7%
Minor 1, 28 2 6.5%
Total 31 100%
Table 4.1.1 shows that text I applies dominant simplex clause
(54.8%) followed by complex clause (38.7%) and minor clause (6.5%).
2. Type of Interdependency and Logico-Semantic Relation
Table 4.1.2. Type of Interdependency and Logico-Semantic Relation
Type of Logico-
Semantic Relation
Type of Interdependency
Paratactic Hypotactic
Expansion:
Elaboration (25a, 25b) (8a, 8b)
Extension (2b, 2c), (7a, 7b), (15a, 15b),
(19b, 19c), (27a, 27b, 27c),
(29a, 29c)
Enhancement (2a, 2b), (11a, 11b)
(14a, 14b), (17a, 17b),
xcv
(19a, 19b), (30a, 30b)
Total: 7 7
Table 4.2.1 shows that text I has one paratactic elaboration, six
paratactic extension, one hypotactic elaboration, and six hypotactic
enhancement.
3. MOOD System
Table 4.1.3. MOOD System
Mood System Clause Number Number Percentage
Declarative
Proposition
2a, 4, 5, 6, 7a, 7b, 8a, 9, 10,
11a, 11b, 12, 13, 14a, 14b, 15a,
15b, 16,17a, 17b, 18, 19a, 19b,
19c, 20, 21, 22, 23, 24, 25a,
25b, 26, 27a, 27b, 27c, 29a,
29b, 31
38 88.4%
Imperative
Proposal
2b, 2c, 3, 30a, 30b
5
11.6%
Total 43 100%
Table 4.3.1 shows that text I mostly uses indicative, declarative
functioning as proposition (88.4%) followed by imperative clauses
functioning as proposal (11.6%).
xcvi
4. Transtivity System
Table 4.1.4. Transitivity System
Type Process Clause Number Number Percentage
Mental Behaviour 21 1 2.3%
Material 2b, 2c, 7b, 8a, 9, 11a, 11b,
17b, 19a, 19c, 22, 26, 27a,
27b, 29b, 31
16 37.3%
Mental 2a, 3, 6, 10, 13, 14b, 15b,
30a, 30b
9 21%
Attribute Relational 5, 7a, 12, 14a, 15a, 16, 17a,
19b, 20, 24, 25a, 25b, 29a 13 30.1%
Identifying
Relational
4, 18, 23 3 8.7%
Verbal Behavioral 27c 1 2.3%
Total 43 100%
Table 4.1.4 indicates that text I employs dominant material process
(37.3%) and attributive relational process (30.1%). Then, it is followed by
mental process (21%), identifying relational process (7%) and mental
behavior and verbal behavior process with the same number (2.3%).
5. Theme Analysis
Table 4.1.5. Theme Analysis
Type of Theme Clause Number Number Percentage
Unmarked Topical 2a, 4, 6, 7a, 7b, 9, 10, 12, 27 50.1%
xcvii
Theme 14a, 14b, 15a, 15b, 16, 18,
19a, 19b, 19c, 21, 22, 23, 24,
25a, 26, 29a, 29b, 29c, 31
Marked Topical
Theme
2c, 3, 5, 8a, 11a, 11b, 13,
17a, 20, 27a, 27c, 30a 12 22.6%
Textual Theme 2a, 2c, 6, 11b, 14b, 15a, 16,
23, 27a, 27c, 30a, 31 12 22.6%
Interpersonal
Theme
16, 19a 2 3.7%
Total 53 100%
Table 4.1.5 illustrates that text I employs topical unmarked theme
(50.1%) followed by topical marked theme and textual theme each is
(22.6%) and interpersonal theme (3.7%).
6. Nominal and Verbal Group
Table 4.1.6. Nominal and Verbal Group
a. Nominal Group
Type of Nominal Clause Number Number Percentage
xcviii
Group
Simplex 2a(i)(ii)(iii), 2c(i)(ii), 3, 6(i)(ii),
7a(ii)(iii), 7b(i), 8a(i)(ii), 8b,
9(i)(ii)(iii)(iv), 10(ii),
11a(i)(ii)(iii), 12(i)(ii), 13(i)(iii),
14a, 14b(i)(ii)(iii), 15a, 15b(i),
16(i), 17a(i)(ii)(iii)(iv)(v)(vi),
19a(i)(ii)(iii), 19b(i)(ii),
19c(i)(ii), 20(i)(ii), 22(i),
23(i)(ii), 25a(i)(ii)(iii), 25b(i),
26(i)(ii)(iii) (iv), 27a, 29a, 29b,
29c, 30b(i)(ii), 31
64 70.3%
Complex 1, 4(i)(ii), 5, 6(iii), 7a(i), 7b(ii),
8a(iii), 10(i), 11b(i), 12(iii),
13(iii), 15b(ii), 16(ii), 17b,
18(i)(ii), 20(iii), 21(i)(ii), 22(ii),
24, 25b(ii) 27c, 28, 29a, 30°
27
29.7%
Total 91 100%
b. Verbal Group
Type of Verbal
Group Clause Number Number Percentage
Simplex 2a, 2b, 2c, 3, 4, 5, 6, 7a, 7b, 8a, 40 93%
xcix
9, 10, 11a, 11b, 12, 13, 14a,
14b, 15a, 15b, 16, 17b, 18,
19a, 19b, 19c, 20, 21, 22, 23,
24, 26, 27a, 27b, 27c, 29a, 29b,
30ª, 30b, 31
Complex 17a, 25a, 25b 3 7%
Total 43 100%
Table 4.1.6 shows that text I mostly applies simplex group i.e.
simplex nominal group (70.3%) and simplex verbal group (93%). The
occurrence of complex groups are complex nominal group (29.7%) and
complex verbal group (7%).
7. Nominalization and Technicality
a) Nominalization
· Traveling
· Producer
· Building
· Fascinating
· Organization
b) Technicality
· Batik Village
· Indigenous Batik merchant
· Architecture
c
· Wooden gate
· Ornament
· Batik mogul
· High wall
· Narrow aisle
· Boutique
· Hotel
· Laweyan
· Monument
8. Lexis System
Attitudinal Lexis:
§ The evidence of the old time batik producer and merchant wealth can
be seen now through their inheritance luxurious house (cl.10)
§ In this area, they are showing their glorious by built a big luxurious
house with a beautiful architecture influence by Javanese and Dutch
style (cl.11)
§ Walking through the narrow aisle surround by a high wall that cover
old houses at that area is so fascinating (cl.24)
9. Metaphor
Ideational Metaphor:
§ This organization demanded equal opportunities for both native
Javanese and Chinese businessmen (cl. 9)
ci
§ Their competitive spirit to build a beautiful house, abandon the need of
a public Space (cl.21)
§ This condition creates a lot of harrow aisle that could only be passed
by one bicycle or even by one person (cl.22)
10. Polarity and Modality
a. Polarity
This text is mostly written in positive polarity. However, there are
three clauses using negative polarity.
b. Modality
· In this village you could discover an old city area built by a wealth
native Javanese batik merchants or saudagar batik pribumi in the
19th century (cl. 6)
· The evidence of the old time batik producer and merchant wealth
can be seen now through their inheritance luxurious house (cl. 10)
· From Radjiman Street we could see many high walls with big
wooden gate called regol covering big luxurious house (cl. 13)
· we will see a big old house with a beautiful architecture (cl. 15)
· One of example we could find is old well maintained house of an
ex wealthy batik mogul at Dr Radjiman street built in 1930, that
has changed its function to a boutique hotel and a restaurant (cl.
22)
cii
· The same pattern also could be found at Kauman, Kemlayan and
Pasar Kliwon (cl. 26)
ciii
d. Text Stucture and Genre
1. Text Structure
Clause Activity Sequence Rhetorical Function Text Structure
1 Inform the name of
Laweyan Batik Kampong
Introducing Laweyan
Batik Kampong to the
General
Description
civ
readers
2-3 State Laweyan Batik
Kampong is an exotic place
for history travelling
Persuading the
readers to come to
Laweyan Batik
Kampong for history
traveling
Recommendation
4a, b State Laweyan Batik
Kampong as Batik Village
Introducing Laweyan
Batik Kampong as
Batik Village
General
Description
5a, b Give information about the
location of Laweyan Batik
Kampong
Giving information
about the location of
Laweyan Batik
Kampong
Specific
description
6 Inform that people can
discover an old city area in
Laweyan
Giving information
about an old city area
in Laweyan that can
be discovered
Specific
description
7a,b Inform batik producer who
live in Laweyan Batik
Kampong
Informing the readers
about people who live
in Laweyan Batik
Kampong which are
batik producer
Specific
description
8-9 Inform the history of
Laweyan Batik Kampong
Giving information
about the history of
Laweyan Batik
Kampong
Specific
description
10-12 Inform the evidence of the
old time batik producer
wealth in Laweyan Batik
Kampong
Giving information
about the evidence of
the old time batik
producer wealth in
Specific
description
cv
Laweyan Batik
Kampong
13-26 Describe the historical sites
and architecture of Laweyan
Batik Kampong
Describe the
historical sites and
architecture which
still exist in Laweyan
Batik Kampong
Specific
description
27-29 Inform that the old houses
are changed by commercial
shop house
Giving information
about the old houses
are changed by
commercial shop
house
30-31 Ask the readers to come to
Solo and enjoy Laweyan
Batik Kampong and its
products
Persuading the
readers to come to
Solo and enjoy
Laweyan Batik
Kampong and its
products
Recommendation
2. Genre
From the text structure, it can be seen that the text is comprised of
general description in which the writer introduces Laweyan Batik
Kampong as Glorious Solo Batik Monument. It is followed by some
specific description such as the description of the location of Laweyan
Batik Kampong which is in Solo city (cl.5), the description of the people
who live in Laweyan which are batik producer (cl.7a,b), the history and
its historical sites which still exist (cl.8-9), the evidence of old time batik
cvi
merchants’ wealth (cl10-12) and the architecture of Laweyan Batik
Kampong (cl.13-26). In the last staging, the writer gives recommendation
which persuades the readers to come to Laweyan Batik Kampong in order
to enjoy the beautiful architecture and to buy its batik products. Thus, it
can be seen that the genre used in the text is description genre since the
staging of the text structure begins from general description followed by
specific description and recommendation.
2. TEXT II
(BROCHURE of LAWEYAN BATIK KAMPONG)
a. Contextual Configuration
The text is taken from the brochure of Laweyan Batik Kampong, a
kampong which has produced batik since 1914. This brochure serves as a
guidance of Laweyan Batik Kampong where the customers can discover many
batik products and historical sites. It is placed in the front desk of Solo tourism
office. From the placement of the brochure, it can be seen that the target
readers of this brochure are the travelers both domestic and foreign. Therefore,
this brochure is written in both English and Indonesian language.
This typical three-panel brochure uses French fold. The brochure
consists of title, texts, pictures, and illustration which provide continuity. The
first page consists of the name and the location of Laweyan Batik Kampong.
The inside page consists of some pictures and information about the process of
cvii
producing batik, historical sites which still exist, the history and the
architecture of Laweyan Batik Kampong. There are totally 16 pictures which
illustrate Laweyan Batik Kampong including its batik products, its
architecture, its old buildings, and several activities of producing batik.
All of the texts are written in Times New Roman typefaces in different
sizes used for the body, the head, and the captions. Then, at the back page
there are map of Laweyan Batik Kampong and pictures of several activities of
producing batik.
b. Lexicogrammar Description
1. Type of Clause
Table 4.2.1. Type of Clause
Type of clause Clause Number Number Percentage
Simplex 5, 6, 7, 8, 10, 11, 12, 13, 14 9 53%
Complex 15 1 5.9%
Minor 1, 2, 3, 4, 9, 16, 17 7 41.1%
Total 17 100%
Table 4.2.1 illustrates that text II employs dominantly simplex
clause (53%) followed by minor clause (41.1%) and complex clause
(5.9%).
2. Interdependency relation and Logico Semantic Relation
Table 4.2.3. Type of Interdependency and Logico Semantic Relation
cviii
Type of Logico
Semantic Relation
Type of Interdependency
Paratactic Hypotactic
Expansion:
Elaboration
Extension (15a, 15b)
Enhancement
Total: 1 0
Table 4.2.3 shows that text II has only one paratactic extension.
3. Mood System
Table 4.2.3. MOOD System
Mood System Clause Number Number Percentage
Declarative
Proposition
5, 6, 7, 8, 10, 11, 12, 13, 14, 15a, 15b 11 100%
Imperative
Proposal
Total 11 100%
Table 4.2.3 shows that text II uses indicative declarative
functioning as proposition in all clauses (100%).
4. Transtivity System
Table 4.2.4. Transitivity System
Type Process Clause Number Number Percentage
cix
Material 7, 11, 14, 15a 4 36.4%
Identifying Relational 6, 10, 15b 3 27.3%
Attribute Relational 5, 12, 13 3 27.3%
Existential 8 1 9%
Total 11 100%
Table 4.2.4 indicates that text II mostly uses material process
(36.4%) followed by Identifying relational and Attributive relational
process with the same number (27.3%) and existential process (9%).
5. Theme Analysis
Table 4.2.5. Theme Analysis
Type of Theme Clause Number Number Percentage
Unmarked Topical
Theme
5, 6, 7, 8, 10, 12, 13, 14, 15a 9 75%
Marked Topical Theme 11, a5b 2 16.%
Textual Theme 15b 1 8.%
Total 12 100%
Table 4.2.5 illustrates that text II dominantly applies topical
unmarked theme (75%). It is followed by topical marked theme (16.7%)
and textual theme (8.3%).
6. Nominal and Verbal Group
Table 4.2.6 Nominal and Verbal Group
cx
a. Nominal Group
Type of Nominal
Group Clause Number Number Percentage
Simplex 1, 3, 5(i), 6 (i) (ii), 7(i)(ii), 8(i), 9,
10(i), 11(i)(ii), 12(i)(ii)(iv)(vi)(vii),
13(i), 15a(i), 15b
20 60.6%
Complex 2, 4, 5(ii), 8(ii), 10(ii), 12(iii)(v)(viii),
14(i)(ii), 15a(ii), 16, 17
13
39.4
Total 33 100%
b. Verbal Group
Type of Verbal
Group Clause Number Number Percentage
Simplex 5, 6, 7, 8, 10, 11, 12, 13, 14, 15a, 15b 11 100%
Complex
Total 11 100%
Table 4.2.6 shows that text II applies simplex group i.e simplex
nominal group (60.6%) and simplex verbal group (100%). The occurrence
of complex nominal group is (39.4%).
7. Nominalization and Technicality
Nominalization
cxi
· Traveling
· Building
· Processing
· Producing
Technicality
· Batik Village
· Showrooms
· Cultural pledge
· Historical sites
· Beteng
· Canting
8. Attitudinal Lexis
· There are still many interesting batik showrooms that can be
visited nowadays as one of expense tourism destinations (cl. 8).
· Laweyan is also famous of its typical architecture and
environtment (cl.13).
9. Metaphor
Ideational Metaphor:
· It reached its best moment in 1970 (cl.7)
cxii
· The mix of Javanese, Europe, Chinese, and Islamic elements color
the building architecture in Laweyan or is known as “Beteng” (cl.
14)
· Tall Gateway forms narrow alley for the entrance to the building
(cl. 15)
10. Polarity and Modality
a. Polarity
This text is entirely written in positive polarity.
b. Modality
· There are still many interesting batik showrooms that can be
visited nowadays as one of expense tourism destinations (cl. 8)
· As a cultural pledge, a lot of historical sites can be visited
(cl.11)
cxiii
d. Text Structure and Genre
1. Text Structure
Clause Activity Sequence Rhetorical Function Text Structure 1 Inform the name of
Laweyan Batik
Kampong
Introducing Laweyan
Batik Kampong to the
readers
General
Description
2-3 Inform the Location of Giving information General
cxiv
Laweyan Batik
Kampong
about location of
Laweyan Batik
Kampong
description
4-7 Inform batik work in
Laweyan Batik
kampong
Giving information
about batik work in
Laweyan Batik
Kampong
Specific
description
8 Inform that Laweyan
Batik Kampong has
many batik showrooms
as tourist destination
Persuading the readers
to come to Laweyan
Batik Kampong
Recommendation
9-12 Describe the history
and historical sites of
Laweyan Batik
Kampong
Describing the history
of Laweyan Batik
Kampong and its
historical sites which
still exist in Laweyan
Batik Kampong
Specific
description
13-15 Describe the
architecture of Laweyan
Batik Kampong
Describing beautiful
architecture of Laweyan
batik Kampong
Specific
description
16 Describe the activity of
processing Batik
Describing the activity
of processing batik
General
description
17 Describe how to
produce hand made
batik by canting
Describing how to
produce hand made
batik by canting
General
description
2. Genre
cxv
From the text structure, it can be seen that the text begins with
general description in which the writer introduces Laweyan Batik
Kampong followed by the description of the location of Laweyan Batik
Kampong which is in Solo city (cl.1-2). Then, the writer tries to describe
Laweyan Batik Kampong in detail by some specific description such as
the description of Batik work in Laweyan Batik Kampong (cl.4-7), the
description of the history and its historical sites which still exist (cl.9-12),
and the description of the beautiful architecture. Therefore, it can be
concluded that the text applies description genre since it uses the staging
of general description followed by some specific descriptions.
B. Data Interpretation
1. Text I. E-advertisement of Laweyan Batik Kampong
According to the data description of Lexicogrammar, the interpersonal
meaning interpretation of Laweyan Batik Kampong e-advertisement published by
cxvi
www.kabaresolo.com can be seen in the following. It consists of status, contact
and affect.
a. Status
Martin states that, “Status refers to the relative position of interlocutors
in a culture’s social hierarchy” (1992: 525). The position can be equal or
unequal depending on the social ranking of the participants. This means that
status describes the interrelationship level between the participants in the text.
In this e-advertisement, there is equal status between the participants
involving the writer, the readers, and Laweyan batik kampong as promoted
place. The relationship between the writer and the readers can be detected
through MOOD system. The writer of the e-advertisement employs dominant
indicative, declarative clauses functioning as proposition (88.4%). It means
that the clauses are in the form of statement which functions to give
information and description about Laweyan Batik Kampong to the readers
including its products, its history, and its historical sites. In other side, the
writer also employs two imperative clauses functioning as proposal (11.6%)
which seems to dictate the readers to come to Laweyan Batik Kampong.
However, the presence of imperative clauses in this text basically does not
mean as an order. It functions as an invitation or persuasion to the target
readers in order they come and visit Laweyan Batik Kampong while enjoying
the historical sites. Since the text is dominated by proposition clauses, the
writer focuses on giving detail information to the readers which shows the
equal status of the writer and the readers.
cxvii
The employment of Modality in this text also shows the equal status
between the writer and the readers since this text employs low and medium
probability, for example: “in this village, you could discover an old city area
built by a wealth native Javanese batik merchants or saudagar batik pribumi
in the 19th century” (cl.6), “we will see a big old house with a beautiful
architecture” (cl. 15), and etc. Those examples mean that the writer does not
dictate the readers in giving information about its product and its history. The
writer only persuades them by offering positive value of Laweyan Batik
Kampong.
The equality of the writer and the readers can also be detected from the
use of description genre and its text structure. Since the aim of this
advertisement is to promote Laweyan Batik Kampong, the writer tries to give
detail description and information about Laweyan Batik Kampong including
its products, its history, and its historical sites needed by the readers as the
target consumers without forcing them to do what the writer wants. The writer
also gives recommendation to the readers in order to visit and to enjoy
Laweyan Batik Kampong while buying batik and seeing the process of
making batik. Thus, there is no compulsion in giving description and
information to the readers which means their status is equal.
The writer also tries to make equal status to the readers by using
address form ‘you’ and possessive pronoun ‘your’ to refer to the readers such
as “In this village you could discover an old city area built by a wealth native
Javanese batik merchants or saudagar batik pribumi in the 19th century”
cxviii
(cl.6) and “So, spare your time to Solo” (cl.30a). The presence of address
form ‘you’ and possessive pronoun ‘your’ functions to maintain social
relationship between the writer and the readers. By maintaining social
relationship, it means that the status between the writer and the readers tends
to be equal.
Based on the description of lexicogrammar, there is equal status
between the writer and Laweyan Batik Kampong. It is supported by the
present of Attributive (30.1%) and Identifying (8.7%) relational process. ARP
and IRP function to explain that Laweyan Batik Kampong has positive value
covering its products, its history and its historical sites neutrally. Meanwhile,
material process (37.3%) wants to show reality inside of Laweyan Batik
Kampong. The text also contains mental process and mental behavioural
process which reflect that Laweyan Batik Kampong psychologically offers
pleasure activities including to buy batik while seeing the process of
producing batik and the architecture of old beautiful houses.
Moreover, the existence of some attitudinal lexis in this text such as
“inheritance luxurious house” (cl.10), “they are showing their glorious by
built a big luxurious house with a beautiful architecture influence by
Javanese and Dutch style” (cl.11), and “walking through the narrow aisle
surround by a high wall that cover old houses at that area is so fascinating”
(cl.24) also supports the equal status between the writer and Laweyan batik
kampong. It indicates that the writer inserts positive opinion about Laweyan
cxix
Batik Kampong which means that the status between the writer and Laweyan
Batik kampong is equal.
b. Contact
Contact refers to the degree of involvement among interlocutors which
can be broken down into involved and uninvolved depending on a number of
factors influencing the familiarity of participants of each other (Martin, 1992:
528). Contact also discusses about the familiarity of language used in the text
whether it is easy or difficult to understand. The language used by the writer in
this text tends to be familiar. It is proved by the use of lexicogrammar system,
cohesion, and text structure which are simple and understandable.
The contact of this text tends to be familiar because the language used
in this text is understandable. It can be seen through the clause system which
consists of 31 clauses consisting minor clause (6.5%), simplex clause (54.8%)
and complex clause (38.7%). The body of the text is dominated by simplex
clauses which mean that the writer organizes the text in simple way in order to
be understood easily. The degree of readability and familiarity of the text is
also supported by the use of dominant simplex nominal group (70.3%) than
the complex one (29.7%). It shows that the writer comprehends this text easily
and informs Laweyan Batik Kampong as simple as possible. It is also
supported by the use of simplex verbal group (93%) which is much higher
than complex verbal group (7%). Simplex verbal group functions to explain
cxx
the products in simple way which indicates the text is organized in order to be
more familiar and readable.
In constructing the text, the writer applies dominant unmarked topical
theme (49%), which shows that the writer places Laweyan Batik Kampong as
the main topic of the text. By emphasizing Laweyan Batik Kampong as the
main point of the text, the readers will easily catch the main message of the
text. Moreover, the writer also employs marked topical theme (23.7%) which
gives additional information for the readers to know more about the products
and the history of Laweyan Batik Kampong. Finally, the presence of textual
theme (23.7%) and interpersonal theme (3.6%) will give contribution in
maintaining the effectiveness of the text by its cohesive device in order to
make the readers understand the message of the text.
In terms of cohesion system which is shown through lexical string, the
text is considered to be cohesive and understandable. The lexical string of the
text consist of some repetition such as “Laweyan” (cl. 1, 7, 8, 12), “Batik” (cl.
1, 4, 5, 6, 7, 8, 9), “History” (cl. 2c, 30a), “street” (cl. 5, 12, 13, 17b),
“house” (10, 11, 13, 15b, 16; 18), etc. The presence of repetition shows that
the writer wants to help the readers to pay attention to the main point of the
text and tries to make the text easily understood. There is also meronymy such
as “Indonesia- Solo- Laweyan”, “hotel-restaurant”, antonym such as “city-
village, left-right, big-small, and main-secondary”, and sinonymy such as
“discover-find”, demolish-destroy”. These function to relate the main point of
the text so that there is clear relation among the clauses.
cxxi
The appearance of ideational metaphors shows the familiarity of the
language in this e- advertisement, they can be found such as “this organization
demanded equal opportunities for both native Javanese and Chinese
businessmen” (cl. 9), “their competitive spirit to build a beautiful house,
abandon the need of a public Space” (cl.21), and “this condition creates a lot
of narrow aisle that could only be passed by one bicycle or even by one
person” (cl.22). Those ideational metaphors show that the writer seems to
make variation in expressing the ideas. It also aims to make the advertisement
more attractive in order to invite the readers to analyze it and finally lead them
to get involved in the texts.
The employments of technicality in terms like “batik village”,
“indigenous batik merchant”, “beautiful architecture”, “wooden gate”,
“sophisticated ornament”, “boutique”, “hotel”, “narrow isle”, and “batik
mogul” are quite familiar especially for Indonesian people who like batik and
traditional arts. Moreover, the nominalizations such as “meeting”,
“traveling”, “producer”, “building”, and “fascinating” are not difficult to
understand since the readers are those who are interested in tourism.
Finally, the other evidence that prove the familiarity of the language is
shown in the text structure of the text. It indicates that the text is
understandable for the readers since the text structure is easy to understand. In
the e-advertisement of Laweyan Batik Kampong, the writer introduces
Laweyan Batik Kampong to the readers through general description as the
opening followed by some specific descriptions about the products, the
cxxii
location and the history of Laweyan Batik Kampong. Then, it is closed by
recommendation which persuades the readers to enjoy the exotic Laweyan and
its beautiful Batik product before it’s destroyed.
In other sides, contact is also concerned with the degree of
involvement among participants. In this text, the writer tries to involve the
readers in this text by employing address form “you” and possessive pronoun
“your” referring to the readers. It indicates that the writer wants to build
intimate communication with the readers. Moreover, the writer also involves
Laweyan Batik Kampong by using item reference “its”.
The appearance of proposal in this text is used to ask the participation
of the readers to visit and to enjoy Laweyan Batik Kampong. Then, the
presence of imperative clause also shows that the writer involves the readers
in his text. By using imperative clause, the writer indirectly tries to
communicate and invite the readers to visit Laweyan Batik Kampong by
giving many options.
c. Affect
Affect refers to the degree of emotional charge in the relation among
participants (Martin, 1992: 525). The affect of this brochure can be seen
through two points of view. They are from the writer towards Laweyan Batik
Kampong as the promoted object and the writer towards the readers coming
from the middle to high society.
1. From the writer to Laweyan Batik Kampong
cxxiii
The judgment from the writer to Laweyan Batik Kampong is
definitely positive. The positive judgment can be seen from the
employment of genre, text structure, MOOD system, and polarity.
The positive judgment of this text can be determined by seeing the
use of indicative declarative functioning as proposition clauses (88.9%).
Proposition clauses indicate that the writer tries to help Laweyan Batik
Kampong in describing the strengths of Laweyan Batik Kampong and
giving detail information about its products, its history and its historical
sites. By giving the strengths of Laweyan Batik Kampong, the writer tries
to build positive assessment to the advertised product.
The positive judgment can also be viewed from the use of some
attitudinal lexis such as “the evidence of the old time batik producer and
merchant wealth can be seen now through their inheritance luxurious
house” (cl.10), “in this area, they are showing their glorious by built a big
luxurious house with a beautiful architecture influence by Javanese and
Dutch style” (cl.11), and “walking through the narrow aisle surround by a
high wall that cover old houses at that area is so fascinating” (cl.24). The
presence of attitudinal lexis indicates that the writer shows the positive
values toward Laweyan Batik Kampong products and historical sites by
expressing his/her opinion toward the place. It supports the positive
assessment between the writer and Laweyan Batik kampong.
The positive assesment can also be observed through the text
structure and description genre. The writer arranges the text by placing
cxxiv
general description firstly to introduce Laweyan Batik Kampong followed
by specific descriptions about its products, its history, and some activities
done while buying batik. It is added by giving some recommendations to
give the readers some options to visit Laweyan Batik Kampong. By using
this genre, the writer tries to describe Laweyan Batik Kampong in a way
that can persuade the readers to come to Laweyan Batik Kampong. It
means that the writer gives good impression about Laweyan Batik
Kampong to the readers.
2. From the writer to the readers
The judgment of the writer toward the readers is also positive. It is
shown clearly by the use of indicative declarative clause which functions
as proposition (88.4%). It means that the writer delivers the message to the
readers by giving detail information and description about Laweyan Batik
Kampong. By giving detail information, it means that the writer respects
the readers as the consumers. The presence of imperative clauses
functioning as proposal (11.6%) does not mean to force the readers to do
what the writer wants. It functions to persuade the readers to come to
Laweyan Batik Kampong and enjoy its products, its history, and its
historical sites which still exist there.
The text also uses some attitudinal Lexis such as inheritance
luxurious house, beautiful architecture, big wooden gate, sophisticated
ornament, wealthy batik mogul, and etc. It functions to increase positive
cxxv
values of Laweyan Batik Kampong by inserting the writer’s opinion
toward the promoted place. By giving positive opinion, the writer judges
the readers as the target consumer positively.
The positive assessment is also supported by the use of positive
polarity in most of clauses. Positive polarity shows that the writer wants to
give good image about Laweyan Batik Kampong in order to convince and
influence the readers to visit the place and buy its products. In addition, the
text also employs several clauses expressing positive assesment toward the
readers such as “walking through the narrow isle is so fascinating, it
seems we are walking down to the memory lane”. It describes that
Laweyan batik kampong will give something to the readers as the target
consumer. It shows the positive assessment toward the readers.
2. Text II. Brochure of Laweyan Batik Kampong
Data interpretation of text II consists of the interpretation of interpersonal
meaning (tenor) consisting of status, contact, and affect. Those three systems can
be seen through the employment of lexicogrammar system, cohesion, and text
structure.
a. Status
As mentioned above, status means the relative position of interlocutors
in a cultural social hierarchy (Martin, 1992: 525). Its basic contrast is equal
and unequal status depending on the social ranking of participants.
cxxvi
Based on data description, the text has an equal status between the
writer and the readers. It can be seen through the MOOD system and modality
system employed in this text. This text mostly uses indicative, declarative
clauses which mean that the clauses are in the form of statement. Meanwhile,
this text also uses proposition clauses (100%) which function to share
information and description about Laweyan Batik Kampong not only its
products but also its history and its historical sites.
The employment of modalization in this text shows that there is an
equal status between the participants, for example: “there are still many
interesting batik showrooms that can be visited nowadays as one of expense
tourism destinations” (cl. 8) and “as a cultural pledge, a lot of historical sites
can be visited” (cl.11). In clause 8 and 11, the probabilities are used to give
information to the readers that there are interesting batik showrooms and
historical sites that can be visited by the readers.
The employment of description genre as the way the writer describe
Laweyan Batik Kampong (its products, history, and historical sites) also
supports the equal status among the writer and the readers. By using
description genre, the writer tries to introduce the products, the history, and
the historical sites of Laweyan Batik Kampong in detail information and not to
dictate the readers to accept the writer’s idea. It means that the status of the
writer and the readers tends to be equal.
Moreover, the status between the writer and Laweyan Batik Kampong
can also be detected. There is equal status between the writer and Laweyan
cxxvii
Batik Kampong. It can be seen from the use of indicative, declarative and
proposition clauses dominantly (100%). It points out that the writer gives
detail information in promoting Laweyan Batik Kampong in order to attract
tourists to come to Laweyan Batik Kampong and enjoy the products.
The writer also expresses his or her opinion by inserting some
attitudinal lexis in some clauses. They are “there is still many interesting
batik showrooms”, and “Laweyan is famous of its typical architecture”.
Attitudinal lexis found in the texts show that the writer wants to insert his/her
positive opinion toward Laweyan Batik Kampong. Therefore, the status
between the writer and Laweyan Batik Kampong tends to be equal.
b. Contact
Contact is focused on the degree of involvement among the
interlocutors (Martin, 1992: 529). It also shows the familiarity of the language
used among participants. The familiarity of language means the use of
language whether it is easy or difficult to understand.
Dealing with the complexity of clauses, this text employs simplex
clauses dominantly (53%) compared to minor clause (41.1%) and complex
clause (5.9%). By employing dominant simplex clauses, it indicates that the
writer tries to make the readers easy to understand the content of the brochure.
The familiarity of language used in this text is also realized by the
occurrence of dominant simplex nominal group (60.6%) than complex one
(39.4%). It means that the writer helps the readers to comprehend the text
cxxviii
easily and informs Laweyan Batik Kampong as simple as possible. This is
also supported by the use of dominant simplex verbal group.
Moreover, the employment of few technicalities used in this text such
as “batik village”, “showrooms”, “cultural pledge”, “historical sites”,
“beteng”, and “canting” are quite familiar for Indonesian people who are
interested in batik and traditional arts. The employment of nominalization
such as “traveling”, “building”, “processing”, and “producing” is well-
known by the readers who are interested in tourism. It makes the readers easy
to understand the text since the language used tends to be familiar and
readable.
The familiarity of language is also shown by the use of lexical string.
The lexical string of this text consists of some repetition, meronymy,
synonymy, hyponymy, and item reference. The repetitions are “batik” (1, 4,
6, 8a, 10, 16), “Laweyan” (4, 6, 10, 13, 14), “traditional” (5a, 12),
”architecture” (13, 14), and etc. There are also meronymy ”Indonesia-Java-
Solo-Laweyan”, synonymy “house-residence”, hyponymy “batik-handmade
batik” and item reference ”there” and “they”. Those function to help the
readers to comprehend the main point of the text and to relate one element to
the others.
In addition, the presence of ideational metaphor in this text also
supports that this text is easy to understand since the target readers are well-
educated people. For example: The mix of Javanese, Europe, Chinese, and
Islamic elements color the building architecture in Laweyan or is known as
cxxix
“Beteng” (cl. 14) and Tall Gateway forms narrow alley for the entrance to the
building (cl. 15). Ideational metaphor indicates that the writer give the
variation in expressing the idea. It also makes the brochure more attractive in
order to persuade the readers.
The use of dominant topical unmarked theme is also one of the ways
taken by the writer to persuade the readers to visit Laweyan Batik Kampong.
By using topical unmarked theme, the writer tries to concentrate the readers
thought on the promoted place. Besides, the topical marked theme presenced
in this text used for further information of Laweyan Batik Kampong needed
by the readers.
Furthermore, the evidence that proves the familiarity of language is the
employment of description genre in this text. By using description genre, it
indicates that this text is understandable for the readers since the writer
describes Laweyan Batik Kampong clearly by giving some specific
descriptions which help the readers to understand the text easily.
Besides the familiarity of language, contact also deals with the degree
of involvement among the participants. In this text, the writer does not involve
the readers. It can be seen from the MOOD system, especially the use of
indicative declarative clauses functioning as proposition in all clauses. The
writer only gives information to the readers without asking the readers to get
involve in the text. There is also no address form “you” and possessive
pronoun “your” to refer to the readers. It means that the writer does not try to
build intimate communication with the readers.
cxxx
c. Affect
Affect is dealing with the degree of emotional charge in the
relationship between participants (Martin, 1992: 525). It deals with the
judgment of positive or negative impressions. The affect of this brochure can
be divided into two: the judgments from the writer to Laweyan Batik
Kampong and from the writer to the readers.
1. From the writer of the brochure to Laweyan Batik Kampong
The judgment of the writer to Laweyan Batik Kampong is
absolutely positive. It can be seen from many aspects such as the
employment of lexis system, MOOD system, and polarity.
The positive judgment of the text can be detected through the use
of indicative, declarative, and proposition clauses (100%). It means that
the writer focuses on describing and informing Laweyan Batik Kampong
including the products offered and the historical sites which still exist. By
giving detail information about Laweyan Batik Kampong, it means that
the writer respects Laweyan Batik Kampong as the promoted place.
Moreover, the positive judgment of the writer can also be determined by
the use of positive polarity in all clauses.
The writer also uses attitudinal lexis in describing and promoting
Laweyan Batik Kampong such as “there are still many interesting batik
showrooms that can be visited nowadays as one of expense tourism
destinations” (cl. 8) and “Laweyan is also famous of its typical
cxxxi
architecture and environtment” (cl.13). Those attitudinal lexis will
increase positive impression from the readers to Laweyan Batik Kampong.
Therefore, it gives positive judgment from the writer towards Laweyan
Batik Kampong.
Furthermore, the positive assesment can be observed through the
systematic text structure in which the writer arranges the text by placing
general description firstly to introduce Laweyan Batik Kampong followed
by specific description about its products, its history, and some activities
done while buying batik.
2. From the writer towards the readers
Viewed from some grammatical options employed in this text, the
writer judges the readers positively. Here, the writer tries to provide detail
information about Laweyan Batik Kampong including its products, its
history, and its historical sites that are needed by the readers as the target
consumers.
The positive judgment is also supported by the employment of
indicative, declarative clauses functioning as proposition (100%) which
indicates that the writer respects the readers. The employment of
proposition shows that the writer wants to provide detail information about
Laweyan Batik Kampong and convince them to visit it and enjoy shopping
batik. Besides, the appearance of positive polarity in this text also proves
that the writer gives positive judgment towards the readers.
cxxxii
The employment of attitudinal lexis employed in this text also
support the positive judgment toward the readers. It is used to describe
positive value of Laweyan Batik Kampong and attract the readers to visit
it.
In addition, the positive judgment can also be seen through the use
of description genre. By using this kind of genre, the writer tries to help
the readers to recognize the existence of Laweyan Batik Kampong and
also satisfy the readers curiosity about Laweyan Batik Kampong by giving
some specific descriptions.
C. Discussion
This subchapter is about the general interpretation of the two
advertisements namely the text of e-advertisement of Laweyan Batik Kampong
published in www.kabaresolo.com and brochure of Laweyan Batik Kampong
published by Solo Tourism Office. It is intended to answer the problem statement
of this thesis that related to the three dimensions of interpersonal meaning. It
describes the lexicogrammar realized in the texts and interprets the interpersonal
meaning which covers status, contact and affect. Furthermore, it also makes
comparison between the two advertisements in order to find out the similarities
and differences of both texts.
1. Lexicogrammar, Cohesion, Text Structure and Genre
a. Lexicogrammar
cxxxiii
From the description of lexicogrammar, it can be seen that both
texts employs dominant simplex clause compared with minor clauses and
complex clauses (table 4.1.1 and table 4.2.1). The employment of simplex
clauses means that the writers want to describe and give information about
Laweyan Batik Kampong to the readers clearly in simple way. The
employment of six hypotactic enhancement in text I (cl. 2a-2b, cl 11a-11b,
cl. 14a-14b, cl. 17a-17b, cl. 19a-19b, cl. 30a-30b), one hypotactic
elaboration (cl. 8a-8b), and six paratactic extension (cl. 2b-2c, cl. 7a-7b, cl.
15a-15b, cl. 19b-19c, cl. 27a-27b-27c, and cl. 29a-29b) is intended to
clarify information about Laweyan Batik Kampong completely and
clearly. Meanwhile, text II employs only one paratactic extension (cl. 15a-
15b). Therefore, the composition clauses applied in both texts make the
readers easy in understanding the content of the advertisement.
Viewed from the MOOD system (table 4.1.3 and table 4.2.3), both
texts employ indicative, declarative clauses functioning as proposition
which are used to give information about Laweyan Batik Kampong to the
readers in the form of statements. Meanwhile, text I employs two
imperative clauses functioning as proposal which means that the text is not
only used to convey information but also to persuade the readers and invite
them to come to Laweyan Batik Kampong.
In terms of transitivity system, both of texts employ dominant
material process. In text I, the dominance of material process (37.3%) is
followed by Attributive relational process (30.1%), mental process (21%),
cxxxiv
Identifying relational process (8.7%) and mental behavior and verbal
behavior process with the same number (2.3%). Meanwhile, the
dominance of material process (36.4%) in text II is followed by
Identifying relational process and Attributive relational process in the
same number (27.3%) and existential process (9%). The dominance of
material process in both texts indicates that the writers want to show the
reality inside Laweyan Batik Kampong.
Viewed from thematic structure (table 4.1.5 and table 4.2.5), topical
unmarked theme still dominates in both of texts. It indicates that the
writers ask the readers to concentrate their thought on Laweyan Batik
Kampong including its product, its history, and its historical sites. Topical
marked, textual, and interpersonal themes also take a part in both texts to
support the sense of persuasion technique.
Seen from the nominal group and verbal group (table 4.1.6 and
table 4.2.6), both texts are dominated by simplex nominal group and
simplex verbal group. The dominance of simplex nominal group and
simplex verbal group indicates that the readers want to share the
information about Laweyan Batik Kampong in simple way in order to be
understood by the readers easily.
In terms of metaphor, both of texts employ ideational metaphor.
Ideational metaphor found in text I are “this organization demanded equal
opportunities for both native Javanese and Chinese businessmen” (cl. 9),
“their competitive spirit to build a beautiful house, abandon the need of a
cxxxv
public Space” (cl.21), and “this condition creates a lot of narrow aisle
that could only be passed by one bicycle or even by one person” (cl.22),
while text II also employs some ideational metaphor i.e. “it reached its
best moment in 1970” (cl.7), “the mix of Javanese, Europe, Chinese, and
Islamic elements color the building architecture in Laweyan or is known
as “Beteng” (cl. 14), and “tall Gateway forms narrow alley for the
entrance to the building” (cl. 15). The use of ideational metaphor in both
texts indicates that the writers of the texts try to make variation in
expressing the idea.
Viewed from the polarity and modality, text I employs positive
polarity in almost all clauses. However, there are negative polarities in text
I. The existence of negative polarity in text I does not give the negative
impression of Laweyan Batik Kampong. The writers only describe the
condition of Laweyan Batik Kampong in the past. There are also two
modalities employed in text I that are medium and low probability.
Meanwhile, text II applies positive polarity in all clauses. It indicates that
the writer wants to describe the promoted place in good image to attract
the readers. There is only one modality found in text II which is low
probability.
Text I and text II apply technicality and nominalization which are
not too difficult to be understood by the readers. Moreover, the writers of
both texts also employ attitudinal lexis, in text I i.e. “luxurious house”
(cl.10), “beautiful architecture” (cl. 11), while in text II i.e. “interesting
cxxxvi
batik showrooms” (cl.6). This indicates that the writers want to give good
impressions toward Laweyan Batik Kampong as the promoted object.
b. Cohesion
In terms of lexical string, text I employs some repetition such as
“Laweyan” (cl. 1, 7, 8, 12), “Batik” (cl. 1, 4, 5, 6, 7, 8, 9), “History” (cl.
2c, 30a), “street” (cl. 5, 12, 13, 17b), “house” (10, 11, 13, 15b, 16; 18),
and etc. There is also meronymy such as “Indonesia- Solo- Laweyan,
antonymy such as “city-village, left-right, big-small, and main-secondary”
and synonymy “discover-found”. Meanwhile, text II employs some
repetitions i.e. “batik” (1, 4, 6, 8a, 10, 16), “Laweyan” (4, 6, 10, 13, 14),
“traditional” (5a, 12), ”architecture” (13, 14), and etc. There are also
meronymy ”Indonesia-Java-Solo-Laweyan”, hyponymy “batik-handmade
batik, synonymy “house-residence”, and item reference ”there” and
“they”. Those function to correlate one sentence to another in order to
make the readers understand the texts easily.
c. Text Structure and Genre
Seen from the description of text structure and genre, both texts
employ description genre. It can be known from the staging of the texts
which is started by general description of Laweyan Batik Kampong
including its name and its location. Then, it is followed by some specific
descriptions about its products, its history and its historical sites. It
cxxxvii
functions to give information about Laweyan Batik Kampong in detail in
order to make the readers understand the texts easily and to satisfy their
curiosity about the promoted place. The existence of some
recommendation in text I are an optional element, which is the nature of
persuasive language used by the writer in inviting the readers to visit
Laweyan Batik Kampong and enjoy its batik and historical sites.
2. Tenor both of Texts
a. Status
Status refers to the relative position of interlocutors in a cultural
social hierarchy. Its basic contrast is equal and unequal status depending
on the social ranking of participants (Martin, 1992: 528). Based on the
data interpretation above, it can be seen that the status between the writers
and the readers of both texts is equal. Both writers try to put the readers in
an equal position in giving information. The equal status of the writers and
the readers can be seen through MOOD system, modality system, text
structure, etc.
By seeing the interpretation of data, text I and text II are dominated
by indicative, declarative, proposition clauses. It means that the writers
tend to give information rather than demanding some actions in describing
Laweyan Batik Kampong. The presence of imperative clause in text I does
not mean that the writer wants to dictate the readers but they are used to
cxxxviii
invite the readers to visit and enjoy Laweyan Batik Kampong while
buying the products and having a look at the historical sites.
Based on modality system, both texts employ medium and low
probability which can be proved by the use of modal ‘can’ and ‘will’ in
some clauses. It means that the writers do not want to dictate the readers in
giving the information. The readers are free in deciding whether to visit
the promoted place or not.
The writer of text I also tries to make equal status between the
readers by using address form ‘you’ and possessive pronoun ‘your’ to refer
to the readers. The presence of address form ‘you’ and possessive pronoun
‘your’ function to maintain social relationship between the writers and the
readers.
Furthermore, the writers of both texts apply description genre.
They try to describe Laweyan Batik Kampong in general description
followed by some specific descriptions. They try to give detail description
about Laweyan Batik Kampong without forcing them to do some actions
which mean that the status between the writers and the readers tends to be
equal.
b. Contact
Contact refers to the degree of involvement among the
interlocutors. It is also related to the familiarity of language used among
participants. The familiarity of language means the use of language which
is easy or difficult to understand by participants.
cxxxix
The target readers of both texts are people who belong to middle to
high society especially for those who like batik and history traveling.
Therefore, the writers tend to use familiar language in order to be
understood easily. It can be proved by the use of lexicogrammar, cohesion,
and text structure realized in both texts.
Dealing with the complexity of clauses, both texts employ more
simplex clauses than complex ones. This means that the writers try to
make the advertisements easy to understand. The presence of minor
clauses as the title and subtitle in both texts also indicate that the writers
try to make the readers easy to follow the contents of the texts.
The occurrence of dominant simplex nominal groups and simplex
verbal groups in both texts signifies that the writers make the texts easy to
understand by the readers. Even though there are some complex verbal
groups, embedded clauses and phrases functioning as modifier, the texts
are still easy to understand by the readers.
The familiarity of language can also be known through the analysis
of lexical string. Lexical string of both texts consists of repetition,
hyponymy, antonymy, meronymy, synonymy, and item reference. The
employment of them shows that the texts are cohesive and understandable.
Although both of texts employ some nominalization and
technicalities, they are quite familiar for the readers since the readers are
people who like batik and traditional arts. Furthermore, the use of
ideational metaphor in both texts reflects that the writers seem to make
cxl
variation in expressing their idea. This aims to attract and invite the
readers to analyze and finally lead them to get involve in the texts.
In addition, the use of description genre also proves the familiarity
of language in both texts. The writers want to describe Laweyan Batik
Kampong in general description followed by some specific description and
closed by recommendation. This will help the readers to understand the
texts more easily.
Besides the familiarity of language, contact also deals with the
degree of involvement among participants. Based on the data description
of text I, the writer tries to involve the readers in his text. It can be seen
from the use of address form “you” and possessive pronoun “your” which
indicates that the writer wants to build intimate communication to the
readers. The appearance of imperative clause functioning as proposal also
proves that the writer involves the readers in the text. By using imperative
clause, the writer tries to communicate and invite the readers to visit and
enjoy Laweyan Batik Kampong and its products.
Meanwhile, the writer of text II does not involve the readers in his
text. It can be seen from the MOOD system especially the use of
indicative, declarative functioning as proposition in all clauses. It means
that the writer only gives information to the readers without asking them to
get involve in the text. There is no address form “you” and possessive
pronoun “your” to refer to the readers. It indicates that the writer does not
try to build intimate communication to the readers.
cxli
c. Affect
As stated before, affect deals with the degree of judgment among
participants. The judgment itself can be positive or negative. The affect of
both texts can be seen from two views: the writer to the promoted palce
and the writer to the readers.
1. The writer to Laweyan Batik Kampong
Seen from the grammatical options both of texts, the judgment of
the writer to Laweyan Batik Kampong is positive. This can be proved
by the employment of indicative, declarative clauses functioning as
proposition in both texts. It indicates that the writers try to help
Laweyan Batik Kampong in giving detail information about its
products, its history, and its historical sites.
By viewing the attitudinal lexis in both texts, it can be
understood that the writers want to show the positive assessment to
Laweyan Batik Kampong products and facilities. It is also supported
by the use of positive polarity in almost all clauses. By using positive
polarity, it means that the writers want to describe the positive value of
Laweyan Batik Kampong to the readers as the target consumers.
Moreover, the positive assessment can also be observed through
text structure and genre. The writers of both texts try to describe
Laweyan Batik Kampong in such a way that makes Laweyan Batik
Kampong suitable for people who like batik and history traveling.
cxlii
2. The writer to the readers
Viewed from grammatical option employed in both of texts, the
writers judge the readers positively. It can be seen from the use of
indicative, declarative clauses functioning as proposition. It means that
the writers want to give detail information and description of Laweyan
Batik Kampong to the readers. By giving detail information, it means
that the writers respect the readers.
Positive polarity which appears in almost clauses supports the
positive judgment from the writer to the readers. It proves that the
writers want to give positive value of Laweyan Batik Kampong to the
readers.
Positive assessment is also supported by the use of attitudinal
lexis in both texts. The presence of attitudinal lexis such as “luxurious
house”, “beautiful architecture”, “sophisticated elements”, and etc,
proves that the writer wants to show the positive image of Laweyan
Batik Kampong to the readers.
Furthermore, description genre which is used in both texts also
supports the positive judgment to the readers. By using description
genre, the writer wants to describe laweyan Batik Kampong in order to
satisfy the readers’ curiosity about promoted place.
3. Similarities and Differences of Both Texts
cxliii
Based on tenor analysis of both texts, there are many similarities between
two texts. The status of both texts is equal. It is proved by the use of indicative
declarative clauses functioning as proposition, the use of description genre, and
the use of address form ‘you’ and possessive pronoun ‘your’ in text I.
Furthermore, seen from the contact of both texts, the language used in
both texts is quite familiar and readable. It can be seen through the employment of
dominant simplex nominal and verbal groups, less percentage of the numbers of
complex clauses than simplex clause, technicality and nominalization, ideational
metaphor, cohesion system through lexical strings, and text structure. Moreover,
contact refers to the degree of involvement among interlocutors. The writer of text
I tries to involve the readers in his text. It is proved by the use of personal pronoun
‘you’ and possessive pronoun ‘your’ and the presence of proposal which functions
to persuade the readers to come to Laweyan Batik Kampong. In contrary, the
writer of text II does not involve the readers in his text. It can be seen by the use
of indicative declarative proposition clauses in all clauses.
From the analysis of affect, the judgment of both texts is positive. First,
the positive judgment between the writer and Laweyan Batik Kampong is proved
by the use of indicative declarative and proposition clause, the use of attitudinal
lexis, positive polarity in almost all clauses, the use of topical unmarked theme,
and the use of description genre. Second, the positive judgment between the writer
and the readers is proved by the use of indicative declarative and proposition
clauses, the use of positive polarity and description genre.
cxliv
CHAPTER V
CONCLUSION AND RECOMMENDATION
A. CONCLUSION
Based on the data analysis in the previous chapter, the conclusion can be
drawn as follows:
1. Status
The status among participants in both texts is equal since there is no
cxlv
superiority among participants involved in the texts. Based on lexicogrammar
analysis, the equal status can be detected through MOOD system which
employs the dominancy of Indicative, declarative and proposition clauses. It
functions to give detail information about Laweyan Batik Kampong to the
target readers. However, the presence of two imperative clauses in text I does
not mean as an order. It functions as persuasive way in order to invite tourists
to come to Laweyan Batik Kampong. The employment of modality system
dominated by medium and low probability also supports the equal status
between the writers and the readers.
Moreover, the employment of address form “you” and possessive
pronoun “yours” in text I also supports the equal status between the writers
and the readers. By employing address form and possessive pronoun, the
writers try to maintain social relationship among participants. Meanwhile, the
genre option of both texts also gives contribution in maintaining equal status
among participants since the writers employ description genre. By using
description genre, the writers focus on giving detail description and
information about Laweyan Batik Kampong through some general and
specific descriptions.
Meanwhile, the status between the writers and Laweyan Batik Kampong
is also equal. It can be seen from the presence of Attributive and Identifying
relational process which functions to explain positive values of Laweyan Batik
Kampong covering its products, its history, and its historical sites. Moreover,
the existence of some attitudinal lexis also supports the equal status between
cxlvi
the writer and Laweyan batik kampong.
2. Contact
Based on the data interpretation, the writers of both of texts employ
familiar and readable language. It can be seen from the type of clause in which
both texts employ simplex clause dominantly compared with complex clause
and minor clause. Moreover, the number of simplex nominal group and
simplex verbal group in both texts is also higher than complex one. Therefore,
the texts absolutely become familiar and easy to be understood by the readers.
The familiar and readable language can be seen through the
employment of technicality and nominalization which contain familiar tourism
term especially in batik and arts. By providing some familiar technicalities and
nominalization, the target readers of the texts will not find some difficulties in
understanding the texts. The appearance of some ideational metaphors also
shows the familiarity of the language, which does not make the texts difficult
to understand. Then, in terms of cohesion system shown through lexical string,
both of texts tend to be cohesive and understandable.
Seen from the degree of involvement, the writer of text I tries to
involve the readers in the text. It can be proved by the use of address form
“you” and possessive pronoun “yours” which builds intimate communication
between the participants. Moreover, the presence of imperative clauses in text
I also proves the involvement of the readers in the text. By using imperative
clause, the writer indirectly tries to communicate and invite the readers to visit
cxlvii
Laweyan Batik Kampong by giving many options. In other side, text II does
not involve the readers in the text. It can be seen from the MOOD system
especially the use of indicative declarative clauses functioning as proposition
in all clauses. The writer only gives information without asking the readers to
get involve in the text. Moreover, the text does not employ address form
“you” and possessive pronoun “your” to refer to the readers. It indicates that
the writer does not try to build intimate communication with the readers.
3. Affect
a. The writer to Laweyan batik kampong
The texts of e-advertisement and brochure of Laweyan Batik
Kampong apply positive assessment between the writers and Laweyan
Batik Kampong. It can be seen from the MOOD system, text I employs
indicative, declarative, and proposition clause (88.9%) while text II
employs indicative, declarative and proposition (100%). It means that the
writers of both texts want to give positive assessment by providing detail
information about Laweyan Batik Kampong including its products, its
history, and its historical sites.
Besides, the positive assessment can also be seen from the use of
positive attitudinal lexis in both of texts. Positive attitudinal lexis will
convince the readers about positive values of Laweyan Batik Kampong.
Furthermore, positive polarity which occurs in almost all clauses will build
positive impression toward Laweyan Batik Kampong. In addition, all the
cxlviii
positive assessment is supported by the use of text structure and genre of
both texts. The writers use description genre in arranging the texts by
describing the value and the strength of Laweyan Batik Kampong
including its products, its history, and its historical sites.
b. The writer to the readers
The texts of e-advertisement and brochure of Laweyan Batik
Kampong apply positive assessment between the writers to the readers.
Based on the MOOD system, the positive assessment between the writers
and the readers can be detected. Text I and text II employ dominant
indicative, declarative and proposition clauses which mean that the writer
give detail information about Laweyan Batik Kampong to the readers as
the target consumers. Besides, the use of positive polarity dominated in
both of texts also gives positive assessment to the readers. The use of some
attitudinal lexis employed in both texts also supported the positive
assessment between the writer and the readers. In addition, the positive
assessment can also be detected by the staging of text structure and
description genre. The writers arrange the texts by describing the value
and the strength of Laweyan Batik Kampong including its products, its
history and its historical sites in order to convince the readers.
4. Similarities and Differences of Both Texts
cxlix
Based on tenor analysis of both texts, there are similarities and differences
between two texts. Both texts have an equal status between the writer to the
readers and the writer to Laweyan Batik Kampong. The equal status between
the writer and the readers can be proved by the use of indicative declarative
clauses functioning as proposition, the use of description genre, and the use of
address form ‘you’ and possessive pronoun ‘your’. Meanwhile, the status
between the writer and Laweyan Batik Kampong is also positive. It can be
seen from the use of indicative, declarative and proposition clause and the use
of attitudinal lexis.
Seen from the contact of both texts, the language used in both texts is quite
familiar and readable. It can be seen through the employment of dominant
simplex nominal and verbal groups, high percentage of the numbers of
simplex clauses than complex clause, the use of topical unmarked theme,
technicality and nominalization, ideational metaphor, cohesion system through
lexical string, and text structure and description genre. Moreover, contact
refers to the degree of involvement among interlocutors. The writer of text I
tries to involve the readers in his text. It is proved by the use of personal
pronoun ‘you’ and possessive pronoun ‘your’ and the presence of proposal
which functions to persuade the readers to come to Laweyan Batik Kampong.
In contrary, the writer of text II does not involve the readers in his text. It can
be seen by the use of indicative declarative proposition clauses in all clauses.
From the analysis of affect, the judgment of both texts is positive. The
positive judgment between the writer and Laweyan Batik Kampong is proved
cl
by the use of indicative declarative and proposition clause, the use of
attitudinal lexis, positive polarity in almost all clauses, and the use of
description genre. Then, the positive judgment between the writer and the
readers is proved by the use of indicative declarative and proposition clauses,
the use of attitudinal lexis, the use of positive polarity and description genre.
Lastly, from the description of tenor analysis, text II is more effective in
promoting Laweyan Batik Kampong than text I. The writer of text II tries to
communicate the information of Laweyan Batik Kampong by dividing it into
some subtitles so that the message of the text will be more effective. Thus, it
can make the text easier to be read and finally lead the readers understand the
content of the text easily.
B. RECOMMENDATION
The research is proposed to be an additional knowledge in analyzing a text
based on Systemic Functional Linguistics theory, especially in analyzing
Interpersonal meaning of an advertisement text. Furthermore, based on the result
of the research, there are some recommendations as follows:
1. To Linguistics students
The researcher recommends Linguistics students especially those who are
interested in Systemic Functional Linguistics, to study Systemic Functional
Linguistics more deeply since this theory is very useful in comprehending and
analyzing the text.
2. To other researcher
cli
The researcher recommends the other researchers to conduct a further
research using other points of view i.e: Ideational Meaning and Textual
Meaning.
3. To advertisement publisher
The researcher recommends advertisement publisher to use this research as
one of additional information in creating an effective and attractive
advertisement text mainly the language aspects and in expressing the
Interpersonal Meaning, which covers status, affect, and contact.
Since the advertisement is a vehicle to promote this place, the researcher
suggest the writer to employ address form “you” and possessive pronoun
“your” to make the relation between the writer and the readers closer.
Besides, the writer should divide the text to make the readers easy to follow
the content by using subtitle. By dividing the text into some subtitle, the
readers will easily understand a topic in each subtitle.
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REFERENCES:
www.kabaresolo.com
Brochure of Laweyan Batik Kampong.
