Coherence and the frames needed by some Petra Christian University (PCU) students in understanding five advertisements in "Time" - Digital Collection of Petra Christian University

It is not a trivial matter for the readers to understand the meaning of an
advertisement, especially in magazine. The advertisers definitely have certain
purpose and message in publishing the advertisement. Due to that reason, the
writer was eager to identify the intended meaning of five advertisements in TIME
magazine. In order to understand the intended meaning of the advertisement,
readers must have enough background knowledge and frame is one important part
of it; therefore, the writer was curious to identify the frames possessed by the
readers to understand the advertisers? intended meaning. Besides, she would
compare whether the readers? interpretation are the same as the advertisers?
intended meaning. The writer used the theory of frames proposed by Minsky
(1975) to help her find the background knowledge that were used by the readers to
understand five advertisements in TIME magazine. The writer used a qualitative
approach in the data collection and explained the analysis of the data
descriptively. The data got from the questionnaires that were distributed to 10
Petra Christian University (PCU) students. From the result of the questionnaires,
the writer found out that only some respondents could understand the intended
meaning of the advertisements. These respondents have had the frames needed in
their memory to interpret the advertisers? intended meaning and their
interpretations were almost the same as the advertisers? intended meaning. The
writer concluded that the frames they have had brought them to understand what
was in the advertisers? minds.

Contributor
• (94-029) Aylanda Hidayati Dwi Nugroho
• (82-006) Anneke Heritaningsih Tupan

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

Rights
Undergraduate Thesis No. 02011659/ING/2007; Dessy Kusno (11403050)
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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