THE IMPLICIT MEANING OF JAKARTA GLOBE VIDEO ADVERTISEMENT

Abstract

Advertisement was the tool of company to communicate with the customer and promote the product to public. Advertisement carries messages implicitly and explicitly. This paper was aimed at analyzing the implicit meaning of the Jakarta Globe newspaper video advertisement. The method used was qualitative, specifically designed as discourse analysis. The data were collected through observation and literary study. The technique of analysis data used was Miles and Huberman technique, included data display, reduction and verification. The results of analysis were as follows: (1) the microstructure aspect, the advertiser illustrated the message by showing the misunderstanding dialog and wrong diction between the man and woman, (2) the macrostructure analysis. the advertiser added information on the co-text and intertext, (3) non-verbal sign, there were facial expressions, changing color and animation to help understand the meaning, (4) the first implicit meaning, communication was not only the matter of arranging a good but created the same
interpretation between the speaker and hearer.