THE AMBIGUITY OF ENGLISH ADVERTISEMENT

Authors

  • Dian Anik Cahyani STKIP PGRI Jombang, Indonesia
  • Aang Fatikhul Islam STKIP PGRI Jombang, Indonesia

DOI:

https://doi.org/10.33394/jo-elt.v4i1.2436

Keywords:

Ambiguity, Banner, Poster, Billboard

Abstract

This is a qualitative research on applied linguistic which is conducted to find applied semantic theory about ambiguity, a condition where an utterance has two or more interpretations. The writers uses Kreidler’s theory which classifies ambiguities into three kinds; lexical, referential, and syntactic which is devided into two types; surface structure and deep structure. The discussion includes kinds of ambiguity that are found and their interpretations. The data sources is English advertisement and the data is English advertisement utterances in banners, posters, and billboards. The writers collects the datas by taking in a picture, sellecting, and presenting. The next is analysis and conclusion. There are 33 datas that are found, they are twelve banners, eleven posters, and ten billboards. From banners, there are three lexical, no referential, six surface structure, and three deep structure ambiguities. From posters, there is no lexical, one referential, four surface structure, and six deep structure ambiguities. From billboards, there are two lexical, two referential, four surface structure, and two deep structure ambiguities. Generally, the ambiguities are dominated by surface and deep structure ambiguity.

References

Adisutrisno, Wagiman. (2008). Semantics Introduction To The Basic Concepts. Yogyakarta: Andi.

Cresswell, J. W. (1994). Research Design Qualitative And Quantitative Approaches. California: Sage Publications,Inc.

Kreidler, Charles W. (2002). Introducing English Semantics. Canada: Taylor & Francis Group.

Latief, Mohammad Adnan. (2013). Research Methods on Language Learning An Introduction (2nd Edi). Malang: UM Press.

Lyons, John. (1979). Semantics 2. New York: Cambridge University Press.

Stageberg, Norman C. (1964). Some Structural Ambiguities in Reading in Applied English Linguistics. eds. Allen.Harold, B. USA: Meredith.

Yule, George. (2010). The Study of Language (4th Edi). New York: Cambridge University Press.

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Published

2020-02-28

How to Cite

Cahyani, D. A., & Islam, A. F. (2020). THE AMBIGUITY OF ENGLISH ADVERTISEMENT. Jo-ELT (Journal of English Language Teaching) Fakultas Pendidikan Bahasa & Seni Prodi Pendidikan Bahasa Inggris IKIP, 4(1), 49–62. https://doi.org/10.33394/jo-elt.v4i1.2436

Issue

Vol. 4 No. 1 (2017)

Section

Articles

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