Frames of the readers in understanding the intended meaning of some AAOS public service advertisements

Agraha, Widharatna (2008) Frames of the readers in understanding the intended meaning of some AAOS public service advertisements. Bachelor thesis, Petra Christian University.

Abstract

This thesis is a study about the frames that the readers have in understanding the intended meaning of five public service advertisements about health from American Academic of Orthopaedic Surgeon (AAOS). The reason why the writer uses the AAOS? advertisements is because AAOS has interesting and eye catching advertisements, in which people will be interested in reading or seeing the advertisements. Besides, most AAOS? advertisements use creative sentence that make people wonder their meanings because it they are not stated explicitly. In conducting this research, the writer uses a qualitative approach in the data collection and analyzes the data descriptively by using tables. The data are collected using the questionnaires that were distributed to 10 respondents. In analyzing the data, the writer ased frames theory proposed by Minsky (1975). The result of the analysis shows that there are three out of five advertisements which are understandable for the readers. The readers can get the message and the meaning of the advertisements supported by the background knowledge they have. This means that they are able to get the similar frames to the advertisements? intended meaning.

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