THE LEXICAL CHOICES IN THE BROCHURES OF BALI MAYA CHAINED HOTEL
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THE LEXICAL CHOICES IN THE BROCHURES OF BALI MAYA
CHAINED HOTEL
A.A Candra Chaprina Dewi
(081 835 1005)
ABSTRACT
Penelitian ini berjudul “The Lexical Choices in The Brochures of Bali Maya Chained Hotel” tujuan utama dari menganalisa lexical choices khususnya pada adjective dan verb yang terdapat di dalam brosur iklan dari Bali Maya Ubud Resort, Bali Maya Ubud Spa, Bali Legian Beach Hotel dan Bali Candi Cottage. Di dalam menganalisa data digunakan metoda deskriptif dan qualitatif.Terdapat beberapa langkah-langkah yang digunakan di dalam menganalisa data, pertama mengelompokan kata untuk menemukan berapa jumlah adjective dan verb yang terdapat di dalam brosur, kedua menemukan kelas kata dari masing-masing kata yang ada, yang kemudian dilanjutkan dengan mencari persamaan kata dari setiap kata yang ada. Tujuannya untuk menemukan kemungkinan kata yang dapat dikolokasikan.
Data dianalisa berdasarkan teori Advertising dari Leech di dalam bukunya yang berjudul “English in Advertising” (1966) untuk mendukung teori yang ada digunakan teori dari Gillian Dyer di dalam bukunya yang berjudul “Advertising as Communication” (1982). Teori Semantics dari F.R.Palmer (1976) di dalam bukunya yang berjudul “Semantics a New Outline” digunakan untuk menganalisa kolokasi dari setiap kata-kata yang ada pada brosur iklan.
Kata kunci : Lexical, Adjective, Verb, Collocation.
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1.1 Background of the Study
Tourism business in Bali is growing rapidly which is indicated by the increase of tourists visiting to Bali. Hotel villa and resort must be provided to support accommodation facilities. One of the best accommodation facilities in Bali is provided by Bali Maya Chained Hotel. To promote the accommodation facilities, media is required to introduce its products. Advertising is communication media used to transfer information to people and to take some action with respect to products, services, or ideas.
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1.2 Problems of Study
The problems of the study can be discussed as follows:
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a. What typical adjectives and verbs were used in the English printed advertisements brochure?
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b. How was the message conveyed by typical words in the advertisement brochure?
The aims of this study were divided into two categories based on the problems above, there are:
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a. To analyze the kinds of typical words especially adjectives and verbs which were found in the structure of English printed advertisement brochures.
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b. To analyze the way of typical words in explaining the message on the English printed advertisement brochures.
Method is process of how people approach the problems and seek answer through finding and collecting the data. There are three points discussed in this study, as follows: Data Source, Method and Techniques of Collecting Data, and Method and Techniques of Analyzing Data
The data in this study were taken from four brochures printed by Bali Maya chained hotel. There are four advertisements obtained, namely Bali Maya Ubud Resort and Spa, Bali Candi Cottage, Bali Legian Beach Hotel and the last one is Bali Maya Ubud Resort and Spa (especially for spa).
The library research method was applied in collecting the data. First, all the text special words were read. Finally all the words were picked up and kept in the computer to make it easier to classify and analyze them.
In analyzing the data, descriptive and qualitative method was applied. There are many steps to analyze the data, first were grouped words to find how many adjectives and verbs word in this advertisement. Second, words were divided by the word classes, to know classification of the classes word, third the synonym of each word. That steps aim at determining the possible collocation of the words was found.
The lexical choices of adjective and verb found in advertisement brochures of Bali Maya Hotel such as; lush and enjoy
The Analysis of Adjective Lush
The word Lush is the typical adjective in the brochure. The adjective lush means growing thickly and strongly in a way that is attractive (oxford, 2006: 884).The adjective lush and noun river valley has collocation based on the range and also can co-occur with a number of other adjective words as follows:
thick
lush river valley
luxuriant
Thick river valley based on collocation of the meaning of the item means growing closely of river valley (Oxford, 2006: 1535). The adjective lush is combined together with words river valley, it means growing thickly and strongly in a way that is attractive covered in healthy grass and plants (Oxford, 2006:884). The last collocation of adjective luxuriant river valley, it shows the meaning of plants or growing thickly and strongly in a way that is attractive (Oxford, 2006: 884).
From the collocation above one adjective as typical word was selected which used in the text brochure advertisement. The reason why word lush was chosen as typical word in advertisement, because adjective lush can make word river valley in the text be more meaningful. The word lush describes the condition of river valley, by this word the message in text says; between the lush river valley can delivered to the readers as well.
The Analysis of Verb Enjoy
The word “enjoy” means to get pleasure from something (Oxford, 2006:485). The word “enjoy” and cool concoctions have collocation based on the range and also can co-occur with number of another word as follows: enjoy
taste cool concoctions
try
The collocation of enjoy cool concoctions is categorized based on strictest sense it means to get pleasure from cool concoction, but it has the meaning of taste delicious blend of icy drink. The meaning of these combinations cannot be predicted from the individual verb and adverb and in many cases there is a single verb with the same or very close meaning. The word taste combined with cool concoctions means the particular quality which allows you to recognize them when we put them in mouth (Oxford,
2006: 1515). It is categorized based on the meaning of the item. The last collocation of word try and cool concoction means an act of trying some cool blend of drink (Oxford, 2006:1587). The reason why the word enjoy was chosen as typical word to convey the message of the text to the readers because enjoy is a general word, which has function to attract readers attention to know deeper about this advertisement products.
The lexical choices of adjective and verb are found on the text brochure of Bali Maya Ubud especially for spa such as:
The Analysis of Adjective Private
The typical word in this advertisement is private mentioned on the text above. It has a meaning not public, belonging to or for the use of a particular person or group; not for public use (Oxford, 2006:1155). The adjectives private has collocation based wholly of the meaning of the item with noun treatment pavilions, and also can co-occur with number of other adjective words as follows:
private
personal
treatment pavilions
intimate
In this collocation of adjective private treatment pavilions means service for particular person, which has personal place which is not connected with the others (Oxford, 2006:1155). The collocation of personal treatment pavilions means individual service in typical place which is not connected with anyone else (Oxford, 2006:1084) and the collocation of intimate treatment pavilions means having a close treatment in private and personal place (Oxford, 2006:783). Actually those words had similarity in
meaning. The word private was chosen as typical word to represent the message in the text modifies the word treatment pavilions be more meaningful.
The Analysis of Adjective Double
The typical word in this text is double. Put on the text says; “double treatment pavilions allow couple to be together”. Double means combining two things or qualities. The word also has similar meaning with word dual (Oxford, 2006:437).
This set of words have common semantics feature, with which those adjective words are likely to co-occur.
double
treatment
dual
The collocation of double treatment means two parts or similar treatment. It is used to describe something that has two parts which are usually the same or very similar (Oxford, 2006:437). The collocation of dual treatment based means some service that has two parts or aspects. It is used to describe something that has two parts (Oxford, 2006:437). The reason why the word ‘double’ was chosen as typical word because it is a common word which has strong meaning to deliver the message from text to the readers and make them easily to understand.
The lexical choices of adjective and verb was found in advertisement brochures of Bali Legian Beach Hotel such as; magnificent, beautiful.
The Analysis of Adjective Magnificent
Magnificent is the typical word in the brochure found on the text that says; the magnificent beach of Legian, it means extremely attractive and impressive deserving praise. The adjective magnificent beach has collocation based on the range and also can co-occur with number of the other adjective words as follows:
beautiful
majestic
magnificent
beach
fantastic
The collocation of beautiful beach is considered the collocation based on the meaning of the item. It refers to the beach having beauty and pleasant look (2006:116). The collocation of majestic beach is categorized as collocation based on the meaning of the item. It refers to the beach which is very impressive of the size and beauty of the beach (Oxford, 2006:891). In the collocation based on the meaning of the word fantastic beach means a beach which is extremely good or excellent (Oxford, 2006:531).
The reason why the collocation of magnificent beach was chosen in this English printed advertisement because magnificent refers to the beach which extremely attractive and impressive. The word brings the message which is imaging the condition around the hotel.
The Analysis of Adjective Beautiful
The typical word in this advertisement is found on the text that says: beach and beautiful sunset. The adjective beautiful has a meaning of having beauty or giving pleasure to the sense or the mind. It also means very good (Oxford, 2006:116). The collocation based on the range of beautiful sunset can be seen in the other collocation of adjective example below:
beautiful
nice > sunset
good
The collocation of beautiful sunset means the sunset that gives pleasure to the sense or the mind and also means very pleasure to look at the sunset (Oxford,2006: 116). It is categorized based wholly on the meaning of the item. The collocation of nice sunset means an attractive sunset. The last collocation of adjective good sunset means high quality of sunset.
From those collocations above the word beautiful was chosen to be combined with sunset to convey the message from text to the readers. The adjective beautiful is a common word, its combination with word sunset refers to the text advertisement and the word “beautiful” make words sunset be more attractive, meaningful and easy to remember.
This analysis is restricted to analysis of the typical words usually used in this advertisement; tranquil and best.
The analysis of Adjective tranquil
Tranquil is a word which was chosen as typical word in the text brochure of Candi beach cottage. The adjective tranquil has collocation with noun beach based on the range and also can co-occur with other adjectives as follows:
tranquil
calm
beach
quiet
peaceful
This type of collocation is based on range where some adjectives can cooccur with word beach, because they have some semantic features in common. The word calm has meaning not excited is usually used to describe feeling of person (Oxford, 2006:1571). The word quiet means making very little noise (Oxford, 2006:1191). The word peaceful means not worried or disturbed in any way, it is usually used to describe quiet situation (Oxford, 2006:1072). The word tranquil means a calm and quite situation (Oxford, 2006:1571). From those meaning above, only one adjective of tranquil which can co-occur with noun beach because the word can represent all the meaning of other word in
collocation above to convey the message in the text. When the adjective tranquil was combined with noun beach it can represent the good side of the beach, by which non common word to attract the reader’s attention to know more about the hotel.
The Analysis of Adjective Best
The word best in the text says: The underwater coastline of east Bali is known as one of the best diving sport in Bali, was chosen as typical word in advertisement. The adjective best has collocation based on the range and also can co-occur with the word diving sport. Beside the word best, word diving sport can co-occur with another adjective which has set of common semantic feature, such
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as top and good. |
best top diving sport good |
The collocation of best diving sport shows the collocation based on the meaning of the item. Best diving sport means the most excellent quality of diving sport (Oxford, 2006:126). In the collocation of top diving sport also shows the collocation base on the meaning of the item, which has meaning the highest point of diving sport (Oxford, 2006:1560). The last collocation is combined of the word good and diving sport. It is categorized as collocation based on the meaning of the item. The meaning of the collocation is derived from the primary meaning of the adjective good which added to the meaning of the word diving sport. Good diving sport means high quality or acceptable standard of diving sport (Oxford, 2006:642).
In this advertisement, advertiser was chosen the adjective best as typical word in the text. The reason why the word was chosen as typical word, it is common word which has meaning the most excellent quality. The adjective best can make sentence in the text be more easily to understand. So that why advertiser chosen the word best as typical word to deliver message in the text from advertiser to the readers.
Based on the analysis on the previous chapter the word choices in the brochures of Bali Maya chained hotel is used many kinds of words were used are categorized as not common words which have special functions to attract the reader’s attention to know deeper about their advertisement. There were some adjectives and verbs used in the advertisements, such as lush, fertile, unique, enjoy, perfect, delightful, individual, spectacular, elegant, outstanding, rich, private, dual, gentle, adjacent, magnificent, beautiful, peaceful, fine, new, cozy, journey, tranquil, best, spacious and scenic. Adjectives in this advertisement were intended to show the superiority of the product, and verbs were intended to invite and attract or persuade the audience to advertisement product. Finally that’s all is to provoking their visiting behavior.
BIBLIOGRAPHY
Hornby A.S. 2006, Oxford Advanced Learner’s Dictionary: Oxford University Press.
Dyer, Gillian.1993, Advertising as Communication. London: Routledge
Oxford Learner Advanced. 2006, Oxford advanced learner dictionary: Cambridge
Leech, Geoffrey N. 1966. English in Advertising: A Linguistic Study of Advertising in great Britain. London: Longmans, Green and Co. Ltd
Palmer, F.R. 1976. Semantic: A New Outline, Cambridge; Cambrige University Press.
Lyson, John. 1990. Linfuistic Semantic: An Introduction, Cambridge; Cambridge University Press.
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