Readers' perceived meaning on three adidas advertisement - Digital Collection of Petra Christian University

This research is intended to discover the readers? perceived meaning
toward Adidas advertisement and the frames that the readers used in order to get
the perceived meaning. The writer used the theory of coherence by Brown and
Yule (1983) and ?frames? proposed by Minsky, as cited in Brown and Yule
(1983). Generally, the approach of the study is qualitative, the source of the data
is Adidas advertisement published in December 2007 and the data are three
Adidas advertisements. After the analysis, the writer found that the intended
meaning from the website was Adidas love to compete with the others. Besides,
from the questionnaires, the writer also found that 13 respondents that could get
the intended meaning. In order to get the same interpretation as what the
advertiser intended, the frame that the readers needed was ?meaning?. To
conclude, background knowledge is very important in interpreting advertisement.

Contributor
• (84-001) Nani Indrajani Tjitrakusuma
• (88-011) Ester Harijanti Kuntjara

Category
s1 - Skripsi/Undergraduate Thesis (Program Studi Sastra Inggris S-1)

Rights
Undergraduate Thesis No. 02011885/ING/2009; Edy Setiawan (11405070)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made

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