Title :
THE INTERPERSONAL
MEANING USED IN THE ELECTRONICS AND MOBILE PHONES IN ADVERTISEMENTS AS THE
CONTRIBUTION IN TEACHING SYSTEMIC FUNCTIONAL GRAMMAR
Oleh :
Dias Andris Susanto, S.Pd.,M.Pd
diasandris@yahoo.co.id/
081325472039/ pin 316417ED
Teacher of English Education Department, FPBS IKIP
PGRI Semarang
Abstract
This study aims at describing the interpersonal
meaning used in the advertisements in
the electronics and mobile phones. The objectives of
this research are To investigate how clauses and their constituents are
structured in the English sentences used in the electronics and mobile phones advertisements, To map out how the interpersonal meanings are realized in
the electronics, To map out what are the most dominant and less dominant mood are realized in the
electronics and mobile phones advertisements.
The writer used a qualitative descriptive analysis to find out the interpersonal meanings used in the electronics and mobile phones
advertisements. The object of the study was the sentences used. The unit analysis was a clause used in that products. The data
were collected by the use of document. To analyze the data, Method of data
analysis, the writer took some steps; there were identification of 5 products of the electronics and mobile phones advertisements, identification of the prducts, identification of the sentences used in the products, identification
of the interpersonal meanings.
The result shows that, the 5 products have 35 clauses and each clause has different constituents there are two,
three, four, five, six, seven, eight, nine, ten, and eleven constituents. The dominant constituent
is three
constituents. Based on the results analysis of the interpersonal meaning in the
Electronics and Mobile Phones Advertisements, we know that those five electronics and mobile
phone advertisements have mood and residue. It is realized in the wordings of
those clauses if we analyze it based on the interpersonal meaning elements;
Mood consists of Subject and Finite, Residue consists of Predicator,
Complement, and Adjunct. From the analysis of the Mood Types above, we can see that the most
dominant mood in the electronics and mobile phones advertisements is
Declarative Mood and the less dominant in the electronics and mobile phones
advertisements are Interrogative and Imperative Mood. It indicates that the
writer of those advertisements wants to declare something or give information
to the readers.
It is suggested that In teaching Systemic Functional
Grammar (SFG), the lectures should choose an interesting media, such as
electronics and mobile phones advertisements to make the students more
interesting to study and easier to understand the materials.
Key words: Interpersonal Meaning, Electronics,
Mobile Phones, Advertisements, Contribution, Systemic Functional Grammar.
INTRODUCTION
A.
Background of the Study
Since language is a means of
communication, man uses it to enable him to communicate with others in society.
In order to understand the meaning each other-between the speaker and the
addressee. In the process of using language in communication, both speaker and
listener negotiate the meaning. Therefore, there is a relationship between what
is said by a speaker when he attempts to convey the message or information. He
has a certain choice of words or constructions in order to know the effects on
the listener. Furthermore, they have the same perception of what is being
discussed or being talked about and the same understanding of the situational
setting coloring the conversation. Sometimes, some people use the written form
of language to convey their feeling, thought, or ideas.
In business, English is used as a
means of producing goods and services for profit. In giving service to the
customers to promote their products, there are many kinds of language that are
used by the producers. The English used in drink labels represents a form of
written communication which contains various kinds of sentences. Each sentence
within the drink label implies the writer’s purpose as to give information, to
persuade, or to warn.
Then the word label itself is a piece
of paper, cloth, etc fixed to something to describe what it is, who owns it. On
the other hand it states that label is describing something in away that is too
general or unfair stated by (Hornby, 2004: 238). Then the writer would like to
describe many labels (fixed on the bottles of their products). They are, for
example: Toshiba ‘Leading
Innovation’, panasonic ‘What’s a new’, Philips’Sense and Simplicity’, LG
‘Life’s Good’, Sony ‘It’s a Sony’, Canon ‘Delighting you always’, etc.
Based on the explanation above, the
writer thinks it is important to carry out a research on the interpersonal meaning used in the advertisements of
electronics and mobile phone.
- Reasons for Choosing
the Topic
As we know, many English sentences are used
in advertisements. It is expected to promote their product to the customers. Some
people don’t understand the meaning of English sentences used on drink labels
so that they don’t know the qualities, the function and the advantages of the
drink.
Based on the
phenomenon above the writer wants to analyze ‘The Interpersonal meaning used in
Electronics and Mobile Phones Advertisments as the contribution in teaching
Systemic Functional Grammar” viewed
from clauses, their constituents and meanings. By this research the writer
hopes that it will help readers to understand English sentences more easily.
C. Problem
Statements
Based on the background of the study
above, the writer formulates the statements of the problem as follows:
1.
How are
the clauses and their constituents structured in the English sentences used in the electronics and mobile phones
advertisements?
2.
How are
the interpersonal meanings realized in the sentences used in the electronics and mobile phones
advertisements?
3.
What are the most dominants and less dominants mood realized?
- Purposes of the Study
The objectives of the Thesis are:
1.
To
investigate how clauses and their constituents are structured in the English
sentences used in the electronics and
mobile phones advertisements.
2.
To map out
how the interpersonal meanings are realized in
the electronics.
3.
To map out
what are the most dominant and less dominant mood are realized in the
electronics and mobile phones advertisements.
II. REVIEW OF RELATED LITERATURE
A. Sentences
Sentences are group of words that express a statement, question etc. (Hornby,
2004: 375). The sentences used on the drink labels are interested to analyze
because actually some of them are grammatically not well- arranged. We can find
many sentences on the drink labels which might confuse people who read them.
Here are some sentences which can be found on the drink labels. Here are some
example; PIXCOM-touch your heart,
PANASONIC-ideas for life, PHILLIPS-let’s make thing better, HITACHI-I love
hitachi, PLAYSTATION-live in your world, G.VON-enjoy your life,
SAMSUNG-everyone’s invited, SIEMENS-we make sure, TOSHIBA-take the world, APPLE
MACINTOSH-it does more, PIXMA-fix your printer, ERICSON-taking you forward,
NINTENDO-born to play, BLACKBERRY-learn more today, iMAC-small is huge small is
beautiful.
B. Electronics and Mobile Phones
Electronics deals with electrical circuits that involve active electrical components such as vacuum tubes, transistors, diodes and integrated circuits,
and associated passive interconnection technologies. The nonlinear behaviour
of active components and their ability to control electron flows makes
amplification of weak signals possible and electronics is widely used in information processing, telecommunications,
and signal processing. The ability of electronic
devices to act as switches makes
digital information processing possible. Interconnection technologies such as circuit boards, electronics packaging
technology, and other varied forms of communication infrastructure complete
circuit functionality and transform the mixed components into a regular working system. Electronics is distinct from electrical and electro-mechanical science and technology, which deals
with the generation, distribution, switching, storage, and conversion of
electrical energy to and from other energy forms using wires, motors, generators,batteries, switches, relays, transformers, resistors, and other passive components. This distinction started
around 1906 with the invention by Lee De Forest of
the triode, which made electrical amplification of
weak radio signals and audio signals possible with a non-mechanical device.
Until 1950 this field was called "radio technology" because its
principal application was the design and theory of radio transmitters, receivers, and vacuum tubes. Today, most electronic devices use semiconductor components
to perform electron control. The study of semiconductor devices and related
technology is considered a branch of solid state physics,
whereas the design and construction of electronic circuits to solve practical problems come under electronics
engineering. This article focuses on engineering aspects
of electronics.
C. Mobile phones
A mobile
phone (also known as a cellular phone, cell phone, and a hand phone) is a device that
can make and receive telephone calls over a radio link while moving around a wide geographic
area. It does so by connecting to a cellular network provided by a mobile phone operator,
allowing access to the public
telephone network. By contrast, a cordless telephone is used only within the short range of
a single, private base station. In addition to telephony, modern mobile phones
also support a wide variety of other servicessuch as text messaging, MMS, email,
Internet access, short-range wireless communications (infrared, Bluetooth), business applications, gaming and
photography. Mobile phones that offer these and more general computing
capabilities are referred to assmartphones.
The first hand-held mobile phone was demonstrated by John F. Mitchell and Dr Martin Cooper of Motorola in
1973, using a handset weighing around 2.2 pounds (1 kg).[4] In
1983, the DynaTAC 8000x was
the first to be commercially available. From 1990 to 2011, worldwide mobile
phone subscriptions grew from 12.4 million to over 6 billion, penetrating about
87% of the global population and reaching the bottom of the economic
pyramid. In the first quarter of 2012, Nokia,
which had been the global market leader in mobile phones since 1998, slipped
into second place with 22.5% market share behind Samsung with
25.4% with Apple Inc. trailing
in third place with 9.5%.[9] In
2012, for the first time since 2009 mobile phone sales to end users declined by
1.7 percent to 1.75 billion units.
D. Advertisements
Advertising or advertizing is a form of communication for marketing and
used to encourage, persuade, or manipulate an audience (viewers,
readers or listeners; sometimes a specific group) to continue or take some new
action. Most commonly, the desired result is to drive consumer behavior with
respect to a commercial offering, although political and ideological
advertising is also common. In Latin, ad vertere means "to turn the mind
toward." The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful. Advertising messages are
usually paid for by sponsors and viewed via various traditional media; including mass media such
asnewspaper, magazines, television commercial, radio advertisement, outdoor advertising ordirect mail; or new media such
as blogs, websites or text messages.
Commercial advertisers often seek to generate increased consumption of their products orservices through "branding,"
which involves associating a product name or image with certain qualities in
the minds of consumers. Non-commercial advertisers
who spend money to advertise items other than a consumer product or service
include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit
organizations may rely
on free modes of persuasion, such as a public service
announcement (PSA).
E.
Clauses
and their Constituents
Butt, Fahey, Spinks and
Yallop (1996:34) state that a clause is one of those words that play several
different roles in our language. It is a technical term in the language of law
and legal documents.
It is also a technical
term in linguistics and it is this sense that concerns us here. Some of you
will already have a fairly clear idea about what a clause is; others may have
vague memories about adjectival clauses, noun clauses, and adverbial clauses –
even perhaps finite clauses – from excursions into grammar in the past.
F.
Interpersonal Meaning
According to Butt, Fahey,
Spinks and Yallop (1996:64) one of the most basic interactive distinctions is
between using it to exchange goods and services. A second distinction is
between demanding and giving. We can therefore demand information or give
information or demand or give goods and services.
In fact, interpersonal
meanings cover two main areas. The first, concerns the type of interaction
which is taking place – the kind of commodity which is being exchanged. The
second concerns the way speakers take a position in their messages.
One
of the most basic interactive distinctions is between using it to exchange
goods and services. A second distinction is between demanding and giving. We
can therefore demand information or give information or demand or give goods
and services.
1.
Metalanguage of interaction
a.
The Finite
The Finite is that part
of verbal group which encodes primary tense or the speaker’s opinion.
b.
The Subject-Finite relationship
The strong interaction
between the Finite and the nominal group known as SUBJECT is a fundamental
relationship in English grammar. The significance of Subject-Finite relation
can sometimes be seen in the effect of the Subject on the Finite. When the
nominal group in the Subject role changes, from singular to plural, or from
first person (I, we) to third person (she, the team, they), the finite may
reflect the change in its form.
c.
Mood
The
mood or mood block is the name given the Subject and finite plus the polarity
d.
Predicator
The rest of the verbal
group, including any other auxiliaries, is simply described as the Predicator
because it is the basis for the predication, or validation. Predicator of a
simple declarative sentence is the word (sometimes a group of words) which does
not belong to any of the referring expressions and which, of the remainder,
makes the most specific contribution to the meaning of the sentence (James and
Bregdan, 1983:44).
e.
Modal Finite
Modal
Finite is Finites which encode the speaker’s opinion rather than tense.
f.
Polarity
Polarity state of having
two opposite qualities or tendency (Oxford Learner’s Pocket Dictionary, 1991)
g.
Adjunct
Adverbial groups,
nominal groups and prepositional phrases which acted as circumstances for the
experiential meaning of a clause are now simply known as Adjunct because they
are added on to the Interpersonal meaning.
h.
Complement
Other nominal groups may
be regarded as Complements because they complete argument set up in the clause
i.
Residue
The
predicator, Complement (s) and Adjunct (s) make up the Residue of clause.
2.
Metalanguage for the analysis and
description of interaction.
According to Butt, et al. (1996:71) the
description of interaction consists of:
a.
Exchanging Information
1)
Giving Information
In classing giving
information, the Subject precedes the Finite and this configuration of the Mood
block is known as DECLARATIVE MOOD.
Example:
In
the final scene Euripides displays this
Adjunct
|
Subject
|
Finite (present)
|
Predicator
|
Complement
|
Residue
|
Mood: Declarative
|
Residue
|
||
2)
Demanding Information
In demanding information
the configurations use INTERROGATIVE
MOOD. Speaker demanding information normally asks questions. Sometimes they
ask in POLAR INTERROGATIVES, which expect a yes/no response. Sometimes they
want specific information and ask who, when, where, how, which, what, whom,
whose or why?
Example:
Does Penny play squash?
Finite
|
Subject
|
Predicator
|
Complement
|
Mood: interrogative
|
Residue
|
||
Where has my little dog gone?
Adjunct
|
Finite
|
Subject
|
Predicator
|
Residue
|
Mood: interrogative
|
Residue
|
|
b.
Exchanging Goods and Services
1)
Demanding goods and services
Speakers demanding goods
or services may give order or commands. These configurations of the Mood block
are known as IMPPERATIVE MOOD.
Example:
Play
squash!
Predicator
|
Complement
|
|
Mood: imperative
|
Residue
|
|
There are no Subject and no Finite.
Do play Squash!
Finite
|
Predicator
|
Complement
|
|
Mood:
Imperative
|
Residue
|
||
There
is no Subject
2)
Giving goods and services
Speakers who are
offering goods and services do not have recourse to any special configuration
of the Subject- Finite relationship, so this type of exchange does not have a
special mood but is identified through the context of the message (Butt, et al.
1996:73).
Example:
I ‘ll play
squash
Subject
|
Finite
|
Predicator
|
Complement
|
Mood: declarative
(offer)
|
Residue
|
||
III. RESEARCH METHOD
A.
Research Design
This is a descriptive qualitative
research as the aim of the study is to describe the sentences used in the electronics and mobile phones
advertisements and how the interpersonal meanings are
realized in the sentences. Qualitative research methods were developed in
social sciences to enable researchers to study social and cultural phenomena.
Qualitative data sources include observation and participant observation (field
work), documents and texts.
In this research, the focus was on the clauses and
their constituents and how their interpersonal meanings are realized in the electronics and mobile phone advertisements. They can be seen through the functional grammar of the
Interpersonal meaning.
Research constitutes a process of
solving a problem, and the method is the way in which the problem is expressed
and how the research is carried out. In qualitative research, the literature should be
used in a manner consistent with the methodological assumptions; namely, it
should be used inductively so that it does not direct the question asked by the
researcher. W. Creswell, (1994: 21). Winarno Surachmad (1994: 151) states that research method is the
main way to reach a goal such as for trying a set of hypothesis by using a
certain means and techniques. So research method is absolutely crucial to
conduct a research.
B.
Object of the Study
The object of this study was the sentences used in the electronics and mobile phones. So the data were collected through documents. The writer took this
measure because there were many kinds of sentences used in the electronics and mobile phones
advertisements. To identify
the appropriate products of the drink advertisements, the writer read several magazines and newspaper in any media. Actually,
there are many electronics and mobile
phones adv that are displayed on the megazines and newspaper.
They were written in English, Mandarin, and also in Indonesian. The writer
intended to get the products the advertisements of which were written in
English only. In this objects of the research, the writer took nineteen (20) products of electronics and mobile phones with adv written in English. They were the nokia lumia 920, Canon EOS 650D, the toshiba satellite L630-13M, ASUS inspiring innovation, The Galaxy tab
27.0 .
C.
Unit of Analysis
In this study the writer collected
written data in the form of English sentences / clauses used the electronics and mobile phones advertisements. There were 20 advertisements. The unit
of analysis was a clause.
D.
Technique of Collecting Data
According to Glanz (1998: 133), there
are many methods of collecting data. They are; namely: observation, interview,
questionnaire, experiment, test, focus group and documentation. From those
methods, the writer chose documents in the form on advertisements texts. The
documents were observed to find the clauses contained in the advertisements.
E.
Method of Data Analysis
After collecting the data, then the writer analyzed it.
In analyzing data the writer took the following steps.
a) Identification
of the advertisements used in the electronics and
mobile phones.
b) Identification
of the interpersonal
meanings used in the electronics and mobile phones.
c) Identification
of the most
dominant and less dominant used in the electronics and mobile phones.
IV.
Research
Findings
A. Clauses and constituents realized in the
Electronics and Mobile Phones Advertisements
In
product no. 1, the product is Nokia mobile phone. It has eight clauses. Three
of them have three constituents. Four of them have four constituents. And one
of them has one constituent. Product no. 2 is Canon EOS 650D. It has seven clauses. Two of them have three
constituents. Three of them have four
constituents. And two of them have six constituents. Product no. 3 is Toshiba
computer. It has five clauses. Three of them have three constituents. And the
rest, two of them have five constituents. Product no. 4 is ASUS computer. It
has seven clauses. Two of them have
three constituents. Two of them have eight constituents. One of them has
five constituents. One of them has ten constituents. And the last one f them
has eleven constituents. Product no. 5 is Samsung Galaxy
tab 27.0. It has eight clauses. One of the clauses has four constituents. Two
of them has six constituents. Two of them has eight constituents. In another
clauses one of them has nine
constituents. One of them has ten constituents. One of them even has eleven
constituents.
B. Realization
of the Interpersonal Meaning in the Electronics and Mobile Phones Advertisements
Based
on the results analysis of the interpersonal meaning in the Electronics and Mobile Phones
Advertisements, we know that those five electronics and mobile phone
advertisements have mood and residue. It is realized in the wordings of those
clauses if we analyze it based on the interpersonal meaning elements; Mood
consists of Subject and Finite, Residue consists of Predicator, Complement, and
Adjunct.
C. The Most
Dominant and the Less Dominant Mood in the Electronics and Mobile Phones Advertisements
From
the analysis of the Mood Types above, we can see that the most dominant mood in
the electronics and mobile phones advertisements is Declarative Mood and the
less dominant in the electronics and mobile phones advertisements are
Interrogative and Imperative Mood. It indicates that the writer of those
advertisements wants to declare something or give information to the readers.
V. CONCLUSIONS AND
SUGGESTIONS
This chapter presents the conclusions
and suggestions. The conclusions cover the result of the research, and the
suggestions present some suggestions to the lecturers, students, and for the
writers.
A.
Conclusions
Based on the results of
the data analysis, that was mentioned in the Chapter IV, the writers made some
conclusions as follows:
1.
The
interpersonal meaning in the electronics and mobile phones advertisements
realized from the wordings of the clauses based on the Mood (subject, finite)
and Residue (predicator, complement, adjunct) elements.
2.
The most
dominant mood in the electronics and mobile phones advertisements is
Declarative Mood, while the less dominant are Interrogative and Imperative
mood.
B.
Suggestions
After made some conclusions about this
research, the writers want to give some suggestions to the lectures, students,
and for the writers:
1.
The
lecturers
In teaching Systemic Functional Grammar
(SFG), the lectures should choose an interesting media, such as electronics and
mobile phones advertisements to make the students more interesting to study and
easier to understand the materials.
2.
The
students
If the students want to start analyze the
interpersonal meaning, they should read the clauses thoroughly, so that they
can analyze the interpersonal meaning correctly.
3.
The
writers
The writers can improve their experiences in
analyzing the interpersonal meaning in the electronics and mobile phones
advertisements, and also increase their knowledge.
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