The Implicit Meaning of Coca-Cola TV Advertisement

Abstract

To make a communication run well, the speakers need to know the context and structure of the text in the harmony style. People cannot walk down the street, shop, watch television, send the mail, log in the internet, read a newspaper or take a train without encountering ads around them. Advertisement in the television makes a great deal of interaction between producers and consumers. This qualitative research aimed at describing the grammatical cohesion and the context of situation which occur in Coca-Cola TV advertisement in microstructural and macrostructural approach. The grammatical aspects of Coca-Cola advertisement were contained the following aspects; the use of references, ellipsis, substitution, and conjunction. The most grammatical aspect occurring in the Coca-Cola TV advertisement was references. In case of the context, three contexts were found in the data; physical, social, and language context. The implicit meaning and function of discourse in Coca-Cola TV advertisement is the passion of the youth to share their happiness.