| dc.description.abstract | Advertisement is one of the principle forms of marketing communication
to give someone information about the product offered and also persuade the
consumer to buy. Headline is the most important part of the advertisement which
conveys the whole message of advertisement. The government regulation
especially no: 19/2003 becomes the underlying method for the copy writers to
think harder to make an effective headline but it must avoid the presentation of the
cigarette identity directly. Moreover, Lane and Russell (2002: 425) suggest in
creating an effective headline that it should be short, simple words, and usually no
more than 10 words. Regarding this statement it is not surprising if the
construction of the sentence used in the headline sometimes grammatically
incorrect for example: auxiliary deletion, subject deletion, particle movement, etc.
Therefore, this construction makes the reader get difficulty in understanding the
message of the advertisement because the pattern or the grammar on the headline
of cigarette advertisement is not well applied.
The research entitled “Transformational Generative Grammar Analysis on
the Selected Headlines of Cigarette Advertisements” is conducted to describe and
analyze the transformational processes on the selected headline by tree diagrams
and to classify into transformation types applied by the sentences of selected
headline. The transformational process is used to describe how the deep structure
which becomes the basic structure and meaning of the headline is converted into
the surface structure as the result of transformational process. In summary, in
order to solve the ungrammatical structure presented in the headline, we should
understand both the surface structure and deep structure which underlies on each
the headline.
This research is the qualitative research. Meanwhile, to collect the data,
the writer gets 10 selected headlines. After the data have been collected, the writer
identifies the transformational process occurring on each headline and classifies
them to the type of transformation. Through data analysis, the writer conclude that
there are 11 transformation types used by the transformational process on the 10
selected headlines of cigarette advertisements. In the transformation types, the
selected headline of cigarette advertisements mostly use the imperative
transformation type. It occurs because imperative type is used to ask the
consumers to do the activity as the copy writer recommends. On other words, it is
used to attract, persuade and stimulate the consumer’s wishes to buy the products.
From the results of the study, the writer conclude that transformational process
here is very important for us because by transformational process, we can | en_US |
