MINI RESEARCH

A SEMANTIC ANALYSIS ON CONNOTATIVE

MEANING IN RADIO ADVERTISEMENT

COMPOSED
BY
DWI IRMAWATI DJUUNA
NIM. 321 407 020

CLASS: D

ENGLISH DEPARTMENT
FACULTY OF LETTER AND CULTURE
GORONTALO STATE UNIVERSITY
2011

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 PREFACE

Thanks to Allah SWT for everything and for the chance that makes me
finished my project report in Semantic and Pragmatic subject which composed by me
entitled “A Semantic Analysis on Connotative Meanings in Radio Advertisement”.
Up to the very last moment, I was summarize this paper and still has the
wrongness include writing, punctuation and meaning so my hand is open for the reader
to give the critic, suggestion for repairing then especially for my lecturer. However, I
apologize if had the mistakes for the composing.

Writer

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 CONTENT
Preface…………………………………………………………………………….. i
Content ……………………………………………………………………………ii
Abstract…………………………………………………………………………… 1
Chapter 1 Introduction………………………………………………………….. 2
1.1 Background………………………………………………………………….. 2
1.2 The scope of delimitation study…………………………………………… 3
1.3 Problem Statement………………………………………………………….. 3
1.4 The purpose of study……………………………………………………….. 3
1.5 The significances of study………………………………………………….. 3
Chapter 2 Theoretical Bases……………………………………………………. 4
2.1 What is semantic? ........................................................................................... 4
2.2 What is connotative? ..................................................................................... 4
2.3 What is advertisement? …………………………………………………….. 4
Chapter 3 Methodology of research ……………………………………………5
3.1 Method ……………………………………………………………………….. 5
3.2 Setting of research …………………………………………………………… 5
3.3 Source of data ……………………………………………………………….. 5
3.4 Technique of analyzing the data …………………………………………… 5
3.5 Schedule of research ………………………………………………………… 6
Chapter 4 Discussion and Findings …………………………………………... 7
4.1 Discussion …………………………………………………………………… 7
4.2 Findings ……………………………………………………………………… 8
Chapter 5 Conclusion and Suggestion ……………………………………….. 11
5.1 Conclusion ……………………………………………………………………11
5.2 Suggestion …………………………………………………………………... 11
Appendix ………………………………………………………………………… 13
References ……………………………………………………………………….. 17

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 ABSTRACT

Semantic is a branch of linguistic which study about word meaning and sentence
meaning. This study is very necessary in language learning. In this research, the
researchers will try to explain about how is the use of connotative meaning in radio
advertisement. In doing the research, there are some methods namely field research such
as observation, collect a record of advertisement, interview and library research in
collecting the data.
The result of research showed that connotative meaning is less used in radio
advertisement of civica radio which is news and education segmentation. In addition,
there is 33 % used connotative and 67 % not used connotative meaning.

CHAPTHER I
INTRODUCTION

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1.1 Background
Connotative is a language that cannot understand literally. Connotative is
usually used by author in his work to show his expression and idea to make a
different sense. Nowadays, people commonly think that it is imaginative language
which only often find in literary works. The limitation of this perspective makes
us to consider that for researching a connotative cannot be done in literary works
or related to art works only, such as: mostly poetry, prose, drama, song and etc.
Although, we can find it in our daily life like daily conversation whether formal or
informal that occurred unintentionally. Even, we will find the connotative in an
advertisement of electronic media such television, radio and non-electronic media
such newspaper, magazine and etc.
Therefore, we interest to take the research about radio advertisement. Because of
radio is electronic media who rely on the audio. All the information will be
broadcasted through audio. So, it is important for us to know as well the
knowledge about semantic study, specifically, semantic related to types of
meaning.
As the generation in the future time, we should have a motivation to do the
research process of language. We are expected to know more about what is
connotative, how can we determine a sentence that has connotative meaning, and
how the connotative is used in advertisement.

1.2 The scope and delimitation of study

In this research, we limit the research at connotative meaning in advertisement.
And then, we only take 15 samples of data which are broadcasted in civica radio.

1.3 Problem Statement

How is the use of connotative meaning in radio advertisement?

1.4 The purpose of research

The researchers want to know how the use of connotative meaning in
advertisement

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1.5 The significance of research
a. The researchers could know how the radio as media that uses audio can create
connotative in advertisement.
b. When the readers have read this research, it can be useful to understand
about connotative that are not only used in poem, prose usually, a song, but it
can be even used in advertisement as visual media, audiovisual or audio.
c. As a university student, we can be more creative to find out a new thing
which can be useful in language learning or in a public.

CHAPTHER II
THEORETICAL BASES

A. What is semantic?
Semantic is the study of the “toolkit” for meaning: knowledge encoded in the
vocabulary of the language and in its patterns for building more elaborate meanings, up
to the level of sentence meanings. (An Introduction to English Semantics and
Pragmatics, Page; 1, 2006)

What is Connotative

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 Generally, Connotative is a language that cannot understand literally.
Connotative is also implied in figure of speech. Wren and Martin define that
connotative is a departure from the ordinary form of expression or the ordinary course
of ideas in order to produce greater effects. ( Modul Pembelajaran, Page:3, 2006).
Connotation is the emotional and imaginative association surrounding a word.
Denotation is the strict dictionary meaning of a word.

C. What is Advertisement?
Advertisement is one way to inform the product, promotion the product which
has purpose to persuade the reader or listener. The advertisement can be categorized
as audio, visual, even the audio visual. Most commonly, Advertisement is created as
alluring as its product. The design animation of picture, even the certainly has created
with deep meaning.

CHAPTHER III
METHODOLOGY OF RESEARCH
A. Method
Method of research that is used to collect the data as follows:
a. Field Research is a method that is used by doing the research in civica radio
about the discussion and collecting data through:
1) Observation
The researcher observed, listened and analyzed each of the word and
sentence of statement in radio advertisement which one has connotative
or not.
2) Interview

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 This method has purposes to get more information and collect the data
about radio advertisement. The interview is done among of researchers
and production director in civica radio.
b. Library Research is one of method which is learning the material from books.
Certainly, the book also related with the problem of this research.
B. Setting of research
This research is done at 105 FM CIVICA RADIO. The location of radio station in
Jenderal Sudirman street, Gorontalo State University, Gorontalo Province, since
March, 24th 2011 until March, 31st 2011.
C. Source of Data
The source of data in this research is a record or files all the advertisement in mp3
existence.
D. Technique of analyzing data
This research will be analyzed qualitatively.
E. Schedule of research
The research is conducted during 8 days or approximately 1 week more.
Here are below the schedule of research:

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 Table 1: Schedule of Research

MARCH, 2011
NO ACTIVITIES Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday
24 25 26 27 28 29 30 31
1. Preparation
2. Collecting Data
3. Analyzing Data
4. Composing the proposal

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 CHAPTHER IV
DISCUSSION & FINDINGS
4.1 DISCUSSION
The mini research is conducted during 8 days on March, in 2011’s. This research
has cooperated with civica radio. Before, we analyzed the data such as a record of
advertisement of radio in format mp3. We collected the data firstly. And we then
searched some of books as a supporting source of material. In addition, we also did
an informal interview to production director who works in this station. Because, all
this preparation is one of important thing in order to conduct analysis of data
afterwards as well.
In doing this mini research, we take the 15 samples of data. Here are the data
lists of radio advertisement.

Table 2: List of the samples of advertisement in Civica Radio

NO LIST OF ADVERTISEMENT NOTES
1. IKLAN LM BAWASDA
2. IKLAN JAMBURA INN -

3. IKLAN KOST SMART CENTER


4. IKLAN KPU BONE BOLANGO


5. IKLAN GORONTALO POST


6. IKLAN POS INDONESIA


8. IKLAN ELNINO ( VERSI PIALA DUNIA )

9. IKLAN INDOSAT IWIC ANAK MUDA

10. IKLAN FESTIVAL WALIMA
11. IKLAN TELKOMSEL SIMPATI TAPI - TAPI
12. IKLAN SIMPATI ES CAMPUR
13. IKLAN FESTIVAL JATON BUDAYA
14. IKLAN G-ONE PRODUCTION
15. IKLAN ELNINO ( VERSI BADO SKOLAH )

4.2 FINDINGS
- Korupsi bukan budaya kita, ayo berantas sekarang.
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 - Ayo ke kantor pos, untuk jasa pengiriman terpadu, kami yang terdepan. Pos
Indonesia Untuk Anda Kami Ada.
- Heh, Mengorbankan kepentingan orang banyak demi isi perut sendiri.
- Oh kita pe ayam prancis tantu.
- Ya iyalah non, masa koruptor yang kerjanya menggorogoti, memperkosa hak
rakyat dibiarin seneng-seneng diatas penderitaan orang lain.
- Suara anda menentukan nasib Bone Bolango.
- Satu Suara Untuk Masa Depan, Pilihan boleh berbeda, Bone Bolango
Tetap satu.
- hangat, actual, tajam, dan terpecaya.

Explanation of Analysis:
“ Berantas “ has connotative meaning that mean to keep the country with the corruptor
or the problem likes corruption in environment of government.

“ Terdepan “ means the best than another. It cannot be interpreted denotatively.

“ Pos Indonesia Untuk Anda Kami Ada “means pos indonesia always provide any best
service and it will always beside the costumer to help and give anything in society’s
need.

“isi perut” it means “kepentingan” . If, this one will be interpreted literally, they are
parts of a body organ that consist of: heart, large intestine, small intestine and etc. But,
it is actually something more than it. Because of , this sentence used connotative.

“ Menggorogoti” This word (word classes: verb) in Indonesia language is actually

used at a virus, bacteria, that can cause a disease, or at the wood which can be crushed
by insect. Here are the following examples of sentences by using this word:
a. Virus yang telah menggerogoti organ jantung pak Alim selama ini, telah
menyebabkan dia meninggal.
b. Kayu jendela ini mudah rapuh diakibatkan bagian dalamnya terus digorogoti
oleh rayap.

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“ Memperkosa” This word in Indonesia language is used in human behavior. Here are
the examples of sentence:
a. Perempuan yang diperkosa oleh kakeknya sendiri, tadi malam mencoba untuk
bunuh diri.

“Suara ” means your choice . it is not mean as tone of your voice. So your choice is one
way to determine the development on your province.

”hangat “ means hot hews or the popular news that will be always topic of discussion.

“ Tajam” means strong. It has a real news and clear explanation.

So, we can conclude that this sentence above is connotative. The connotative
which it has an intention directly. The producer wants to make an effect to listener
which has a purpose to produce the greater effect and to make the statement
emphatically in order to listeners will have more attention about this case.
In this research, we only focus at connotative meaning which always occur
while process of producing an advertisement. While they even create the script or
design the good advertisement that will be intended to persuade the listeners or
audiences. The advertisement is not limited in any certain kinds of advertisement, but
all the kinds of advertisements for instance; related to politic, promotion the product,
concert or various an event celebrations, and etc.
Although, it is absolutely in advertisement of radio, connotative is not became a
priority at all. Because of the 3 main points for advertising the advertisement in a radio
that must pay more attention about the clarity of purpose, concisely, and interesting
what will audiences heard. It can be seen how information is delivered by audio of
radio itself.
Whereas, according to Rillo who is a production director in civica radio stated
that the use of connotative to them is very needed to create more interesting
advertisement.

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 Table 4: Percentage of using connotative meaning in radio advertisement
No Categories Total Percentage Notes
1. Use connotative meaning 5 33 %
2. Not Use connotative 10 67 %
meaning
Total of Percentage 100%

The table 4 above showed that researchers found there are 33 % of advertisements that
is broadcasted in civica radio use connotative meaning and 67 % of advertisements is
not use connotative meaning.

CHAPTHER V
CONCLUSION AND SUGGESTION

5.1 Conclusion
Based on the explanation of research that has been done in Civica radio during 8
days, so researchers can take the conclusion that with total 15 kind’s sample of
advertisement, there are 5 kinds of advertisement used connotative meaning and 10
kinds of advertisement do not use the connotative meaning. Most important which
you have to know in each advertisement, we only find one or two sentences /
expression used connotative meaning. Not all the sentences or expression.
However, connotative meaning is actually used for making the advertisement
will interest to be heard or listened by listeners or audiences. Because, as we know
that radio is one of media which is rely on the audio. So, 3 main points that will be
the first in designing the advertisement are; clearly, interesting and concisely.
We think that the knowledge about connotative is helpful to make a sentences
and to understand the meaning towards something. Not only in making the script or
advertisement, but also for making a news script and everything about information
related to broadcasting.

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 Meanwhile, by doing this research is very useful and beneficial to researchers,
because it can encourage university students to be more creative and more critical
thinking toward the matter. And then, we can know what connotative meaning is
and how to differ among of them.( connotative and others).
5.2 Suggestion
1. This subject “semantic “is actually so important to students in comprehending and
comparing the types of meaning. By learning this subject in a school or university
can help us to understand or produce an appropriate word and sentences for certain
intention.
2. Researchers also suggest that in learning and teaching process of semantics,
especially about connotative meaning, it is needed corporation each of them. So it
can limit the mistakes in determining the connotative meaning. If we see and know
that it is difficult to interpret when we do not have background knowledge about the
advertisement’s intention.
3. Researchers hope this research can give the advantage and contribution to the
language development in semantic subject.

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Appendix: (Data)
SCRIPT IKLAN
1. IKLAN LM BAWASDA
( Voice Berita )
Female : Huhhh… Korupsi lagi, Korupsi Lagi,, Pemerintah Kayaknya Sibuk Bener
yah Ngurusin koruptor.
Male : Ya iyalah non, masa koruptor yang kerjanya menggorogoti, memperkosa
hak rakyat dibiarin seneng-seneng diatas penderitaan orang lain.
Female : Wah…. gaya kamu ngomong udah kayak pegawai KPK aja.
Male : Bukan gitu mba,, kamu emang gak marah apa? Ngeliat pembangunan kita,
yang bisa terbengkalai gara –gara pejabat – pejabat yang korupsi. trus
kamu gak malu ? Negara kita tuh masuk 5 besar dari daftar Negara-negara
terkorup di dunia. Heh, Mengorbankan kepentingan orang banyak demi
isi perut sendiri.

( Tindakan korupsi jelas sangat merugikan Negara karena korupsi sama dengan mencuri
uang dan hak rakyat. Mari kita cegah tindak korupsi dari lingkungan kita, dan
kewajiban kita bersama penyelenggara Negara, pengusaha, serta masyarakat untuk
memberantas tindak pidana korupsi, demi mencapai cita-cita pembangunan bangsa ini.
Korupsi bukan budaya kita, ayo berantas sekarang.

2. IKLAN KPU BONE BOLANGO

A : Ighhh madidata lo stiker
B : O’o madidielo uwti, tapi masih mo seleksi ini, sapa yang mo pilih nanti
A : Igh,,, madelo KPU olo ti ngoli boti wuammmm…

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B : Bukan bagitu sahib, torang ini mo bapilih pemimpin bone bolanga untuk 5 tahun
kedepan, jadi yang mopilih musti calon yang pas- pas dihati, bukan bekeng
pastiu uti, deng mojaga jangan sampe mo Golput…
A : Nde mawolo boti Golput,,, nde jelasi mai ta o la’u
B : Nda uwitolo yio… golongan putih sahib, artinya yang tidak jaga ba coblos.
A : wuihhhh…. mamo coblos poli boti……
B : O,,,yahhh… tingga dongo odito poli aturan lio uti,,.. jadi so nya ada tu ba
contreng-cotreng, skarang depe aturan so coblos…
Sebagai warga Negara yang baik, Pastikan anda terdaftar sebagai pemilih untuk
pemilihan kepala daerah dan wakil kepala daerah Bone Bolango. Suara anda
menentukan nasib Bone Bolango. Gunakan hak pilih anda dengan bijak. Pemilih
Cerdas memilih pemimpin berkualitas. Pemilihan kepala daerah dan wakil kepala
daerah adalah wujud keberlangsungan reformasi. Gunakan hak pilih anda untuk masa
depan Bone Bolango. Kenali dan pilihlah kepala daerah yang peduli pada aspirasi dan
inspirasi rakyat Bone Bolango. Satu Suara Untuk Masa Depan, Pilihan boleh
berbeda, Bone Bolango Tetap satu.

3. IKLAN GORONTALO POST

Gorontalo post surat kabar harian pertama dan terbesar di gorontalo. Kini untuk
memenuhi anime dan aspirasi masyarakat, Gorontalo Post tampil beda dan berwarna,
terbit 16 halaman setiap pagi dengan harga 2000 rupiah, informasinya semakin hangat,
actual, tajam, dan terpecaya. Gorontalo post selalu handal dalam meracik informasi
local.
( VOICE BERITA )
Nasional dan internasional sehingga menjadi wahana informasi dan komunikasi bagi
masyarakat gorontalo. Gorontalo Post ditangani oleh tenaga – tenaga muda profesional
dan berpengalaman. Menjadikan Gorontalo Post selalu menjadi pilihan utama bagi
seluruh lapisan masyarakat Gorontalo dengan tetap memegang komitmen maju bersama
rakyat gorontalo. Bagaimana pun gorontalo post tetap menjadi pilihan yang tepat untuk
usaha dan keluarga. Untuk berlangganan, hubungi Gorontalo Post jalan nani
wartabone, ex jalan andalas, depan terminal 42 kota Gorontalo. Outline service, 830904.
Gorontalo post, korannya Gorontalo.

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4. IKLAN POS INDONESIA
Anda bingung dalam membayar pajak? Atau angsuran kenderaan bermotor ? Kini pos
Indonesia telah menyediakan solusi handal dalam layanan logistik, mail, dan jasa
keuangan dengan menggunakan jejaring bisnis dan infrastruktur terluas dan terpadu
serta mengembangkan hubungan kolaboratif.
Anda bisa menikmati produk-produk unggulan dari kantor pos, seperti SOPP, sistem
online payment point, layanan pembayaran pajak, angsuran FIF, adira, bove,columbia,
kredit plus, suzuki finance, oto shamit , pln, wong finance, kartu halo, metrix, telpon e
batara pos,

wesel pos instan, layanan pengiriman uang via online, dalam hitungan menit uang sudah
ditangan penerima, wesel pos union layanan kirim mengirim uang dari atau ke luar
negeri, pos express layanan jasa pengiriman dokumen esok sampai dan beransuransi,
logistik melayani barang pindahan, hasil bumi, kenderaan dan berasuransi. Prisma
layanan perangko dengan desaign foto pribadi anda, foto kegiatan wisuda, dan
pernikahan untuk souvenir, koleksi atau pelunasan kiriman. Ayo ke kantor pos, untuk
jasa pengiriman terpadu, kami yang terdepan. Pos Indonesia Untuk Anda Kami Ada.

5. IKLAN ELNINO ( VERSI PIALA DUNIA )

A : Eh Ngoni ba dukung apa di PIALA DUNIA soeb...???

B : Oh kita pe ayam prancis tantu???
C : Ah Jia’a.. masih paya prancis itu, yang hebat di prancis boito uti bo te
Pedian...
A : Te Pedian wolo uti.. Oii te jidan aba... Aduch bamana.... nt ini bo fans kalas
ayam sahur am.. wanu li ngoni guri...
D : Oo.. kalau ana yang punya No Punggung 9 po.. te Elnino...
A : Ahh ini poli bo garapu.. agap sawa.. woi... te Elnino itu bo calon DPD RI dari
Gorontalo uwolo...
D : Tida.. soalnya kita lia t elnino p body itu, Uhh, kita dapa inga te Alexandre
Delpierno, pemain lo brasil... jadi bo te elnino itu yang kita tau

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 A : Kong yang lain dunk...???
D : Ii eee.....

REFERENCES:

Griffiths, Patrick. 2006. An Introduction to English Semantics and Pragmatics.

Edinburgh: The University Press of Edinburgh.

Chaer, Abdul. 2000. Pengantar Semantic Bahasa Indonesia. Indonesia: Rineke Cipta.

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Muhamad, Farid. 2006. Modul Pembelajaran Poetry. Gorontalo: Universitas Negeri
Gorontalo.

Murni, Dewi dkk. 1996. Appreciation Literary Works. Jakarta: Universitas Terbuka.

Susan Tyler Eastman. 2002. Media Promotion and Marketing for Broadcasting, Cable,
and the Internet. British: Focal Press is an imprint of Elsevier

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