In advertisement, through language, together with the pictures used, the
advertisers `build? an `image? in which they deliver their message. However,
sometimes readers find difficulties in grasping this `image?. If readers want to be
able to understand this `image?, they need to share the same background
knowledge like the advertisers have by trying to understand well the sentences
written in the advertisement besides paying attention to the picture used. This
research is intended to discover the intended meaning of the advertisements and
the frames that the readers of cruise advertisement possess so that they can
comprehend and understand the intended meaning of the advertisements. The
writer used the theory of coherence by Brown and Yule and `frames? (proposed by
Minsky, 1975), which is an important part of background knowledge to do the
analysis. Generally, this research was approached qualitatively; however, the
analysis of data was described quantitatively. After the analysis, the writer found
that the intended meaning from the website related with the advertisers was that
Seabourn offered intimacy, luxury, and best services to beautiful places. Besides,
from the questionnaires, the writer also found that most of the respondents could
not get the advertisers? idea. In order to get to the right interpretations as the
advertisers intended, the frames that the readers needed were `intimacy?, `luxury?,
`romance?, `complimentary wine?, `Seabourn Signature Delight?, and `Seabourn
shore experience?. To conclude, background knowledge is very important in our
daily life especially as students to interpret certain discourse.