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Coherence in the advertisements in national geographic magazine

Wijaya, Cynthia (2002) Coherence in the advertisements in national geographic magazine. Bachelor thesis, Petra Christian University.

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Abstract

This study is done in order to find out the coherence in advertisements of National Geographic Magazine. Such aim is broken into two main problems of the study: (1) What is the most importan knowledge of the shared background knowledge in interpreting the advertisements in National Geographic Magazine? (2) What type of inference is used by the reader in interpreting the advertisements in National Geographic Magazine? The theories used in solving these problems are Minsky?s frame theory, Schank and Abelson?s script theory, Sanford and Garrod's scenario theory, Van Dijk and Anderson?s schemata theory. Five advertisements from National Geographic Magazine collected as the data are analyzed using the four theories above. From the interpretation and conclusion of the analysis, it can be seen that the four theories above always occur in the process of describing the coherence of the advertisements of National Geographic Magazine. The existence of the first theory, Minsky?s frame theory, which has five elements of fiame, supports the choosing for the correct schemata. The second theory, Schank and Abelson?s script theory deals with understanding the intended meaning of the advertisements. The third theory, Sanford and Garrod?s scenario theory deals with understanding the reason behind the producing of the advertisements. The fourth theory, Van Dijk and Anderson?s schemata theory, are very important for schemata enable the readers to grasp the main topic for the advertisements. Difficulties in finding the schemata may influence in failure of finding the correct frame. If the reader does not have any background knowledge about the world, then the reader will also find difficulties in finding the intended meaning of the advertisements. If the reader cannot find the intended meaning of the advertisements, then the reader cannot know the reason behind the producing of the advertisements. In doing the analysis, the writer finds out that the most important knowledge is schemata for schemata means knowing what the advertisement is about. In the second place, the writer puts script for script means knowing the intended meaning of the advertisements. In the third place, the writer puts scenario as scenario is closely related to script; unable to know the script will also result in failure in knowing the scenario. In the fourth place, the writer puts frame for failure in knowing the frame and its elements will not have any effect in understanding the advertisements. While doing the analysis, the writer discovers that in some of the advertisements there is comparison used to show the connection between the sentences and the thing. The comparison shows in the form of metaphor and simile. For the inferences, the writer discovers that the inferences for the advertisements are mostly automatically made, only one advertisement is non-automatically made. The type of the inferences that occur are elaborative, logical, and evaluative inferences.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: advertisements, national geographic magazine, linguistic, discourse, analysis, cohesion
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 30 Mar 2011 12:10
URI: http://repository.petra.ac.id/id/eprint/7135

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