A DISCOURSE ANALYSIS OF DUREX ADVERTISEMENTS

Abstract

This research is aimed at identifying the types of linguistic features employed in Durex advertisements, revealing the advertising contexts of Durex advertising, and describing the communicative functions of Durex advertisements. This research applied a combination of qualitative and quantitative method. The data of this research were taken from Durex advertisements. The data were in the form of words, phrases, clauses, and sentences. The contexts of the data were the texts of Durex advertisements. Content analysis was applied in the analysis of data. Triangulation was used to establish the reliability of data and to ensure the findings. Hence, it can enhance trustworthiness. The results of this research are as follows. First, there are eight types of linguistic feature namely, alliteration, assonance, rhyme, statement, command, ellipsis, parallelism and pronoun employed in Durex advertisements. Ellipsis is the most often occurring type. It implies that Durex wants to provide the information of their product briefly. Moreover, ellipsis makes the sentence short and concise. Complex sentences might confuse the readers to catch the main point of the advertisement. Therefore, ellipsis becomes an effective way of getting messages across the audience. Second, each category of advertising contexts can be identified in Durex advertisements. Contexts help the audience to interpret the meaning of advertisements. Third, Durex advertisements fulfill the four general communicative functions of advertisement. It implies that all forms of advertising deliver messages to consumers. Advertising allows people to know the new product, to make impression on consumer’ mind, to maintain positive attitudes toward the brand, to form a strong motivation to take an action, and to establish a strong brand loyalty for repeated purchases.

Keywords: communicative function of advertisement, Durex.