THE INFLUENCE OF GENDER AND DICTION IN ADVERTISEMENTS: DISCOURSE ANALYSIS

Abstract

The aims of this study is to find out the influence of gender and diction in advertisement and also to reveal the message between them. This study uses descriptive qualitative analysis since the data are not statistically analyzed and the data of this study are picture and text which exist in the advertisement. The findings of this study show that diction and gender have integrated each other. Both of them have much influence and big power to support the advertisement to convince the consumers of some particular product. Furthermore, the strategy which is used is brand image and unique selling proposition. The advertisers tried to show the roles of gender and diction in order to attract the consumers. Finally, this study has much beneficial for those who want to know more about the way the advertisements can attract the consumers. There are several ways to make a good advertisement and one of the strategy is gender and image must correlate each other to introduce to the consumers to buy the product. Additionally, this research gives additional information for those who intend to conduct the research on the same topic but different object of the research to get varied result of the research.