Tri Handayani Jahidin Dr. Mardliya Pratiwi Z., S.S., M.A.TESOL
1414025008 Aries Utomo, M,Pd.

THE DISCOURSE ANALYSIS OF CONTEXT ON AICE ICE CREAM ADVERTISEMENT PRODUCT

This thesis is a study of Discourse Analysis with Halliday’s Systemic Functional Linguistics Theory focusing on Transitivity System. It investigates the pattern of transitivity process that reveals the linguistic strategies as well as its context of AICE Ice Cream advertisement video. The researcher mainly utilizes Fairclough’s framework for CDA which consists of three stages of analysis consisting of description, interpretation, and explanation. To serve the linguistics feature of the speeches, the researcher inserts transitivity analysis within description stage. The transitivity system itself applies Halliday’s systemic functional linguistics theory which proposes six types of transitivity process: material, mental, relational, behavioral, verbal, and existential. Under descriptive-qualitative method, this research significantly gives an understanding about how transitivity processes can be used to reveal the context. Additionally, the researcher acts as the key instrument- human instrument. In the data collection, reading the entire scripts and collecting the data in the form of clauses are conducted. It is then followed by identifying, classifying, and analyzing the data as the procedures of data analysis. At last, drawing the conclusion is also required. As the result, there are 24 clauses which contain transitivity process. They are segregated into material process 33.3%, relational process 45.8%, mental process 12.5%, behavioral process 8.3%, and no verbal and existential process. The transitivity processes reveal that AICE Ice Cream attempts to construct the idea of responsibility and a society-oriented image in the advertisement. The use of variety languange and a strong consistency in maintaining the concepts for the advertisement are considered as the persuasive strategy to convince the public so that people will buy the ice cream products.

Keyword: Advertisement, Discourse Analysis, Transitivity Process