PENANDA KOHESI GRAMATIKAL DAN LEKSIKAL : KASUS PADA IKLAN CETAK OBAT-OBATAN DAN KOSMETIK

Abstract

There are a great number of medicine and cosmetic advertisements in printed
mass media. These advertisements are numerous and very productive in term of
expressing intent so that they emerge interesting language problems to be studied.
Lexical and grammatical cohesion markers on those advertisements are written in
various ways. Based on that, the problems of the study are follows: (1) what kind of
cohesion marker developed on medicine and cosmetic advertisements in mass media,
(2) how is the form of sentences applied on medicine and cosmetic advertisements.
Data collecting method applied in this research is observation method with noting
technique. The collected data from that technique is then analyzed by distributional
method with techniques of substitution, ellipsis, and reading mark.
Based on 15 data of discourses in medicine and cosmetic advertisement, it is
found that the lexical and grammatical cohesion markers on those discourse are
ellipsis, substitution, and repetition. The forms of sentences applied in the discourses
of medicine and cosmetics advertisement are around 1-14 numerous. There are
around 1-14 sentences applied in discourses of medicine and cosmetic advertisement.
Based on the analysis of functional structure to sentences used in the discourse,
there are 33 functional structures.