Pribadi, Enggar Setyawan (2006) STUDENT’S INTERPRETATION ON THE HIDDEN MESSAGE IN PRINTED ADVERTISING. Other thesis, PROGDI FAKULTAS SASTRA.

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Abstract

Advertising is a text type, which is interpreted by the consumer on two levels of an overt or surface message and the level of a hidden message. Nowadays, many advertisers use hidden message in the advertising. The sentences Satu duluan yang lain ikutan and Ini baru PRO are said to be so complex so they can be associated with two or more different meanings of interpretation In writing this thesis, the writer used some data taken from the sample of Strata 1 students of Faculty of Letters in Soegijapranata Catholic University Semarang, which consist of 20 students. The instrument used in this thesis is questionnaire to gather people's interpretation on chosen advertising. The questionnaires distributed to the respondents were made based on the printed advertising, which were taken from the magazines that contains hidden message. Two questionnaires are distributed, which contains text only and pictured text advertising. The questionnaires are distributed twice in order to get the respondent interpretation in the advertising on the questionnaires. After all questionnaires' result was gathered, the writer analyzed them in case of the relation of respondent's interpretation to the process of recognizing the product advertised. The result of the study is; the respondents interpret Sampoerna A Mild and Gudang Garam Surya PRO advertising, which contains hidden messages as the product of food, milk, motorcycle, etc. The respondents can guess the meaning of the hidden messages because of its unique form and because they have ever heard about it before.

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