Download CHAI`TERJ THE ANALYSIS OF AMBIGUITY FOU:W IN HEADLINES

CHAI'TERJ
THE ANALYSIS OF AMBIGUITY FOU:W IN HEADLINES OF PRINTED
ADVERTISEMEI'.'TS
.3J. Most FrcquentHy Appeared Ambiguity
This chapter will explain the type of ambiguity which frequently appears in 1he
headlines of printed advertisements. Actually, ambiguity in adverttsement.c; is not often
ii:tced. The
writer analysed only 27 amhignous headlines from 228 headlines that
collectecl. from p1inted advertisements.
Of tiJ.c 27 advertisements analysed, it is shown that 17 of them contain aspects
of lexical ambiguity, about 4 of all the ambiguou.<; headlines are structural runbiguity.
three of th.em contain both lexical and stmctural ambiguity and also three of them arc
amhiguous because they have no complete proposition nor complete sentences.
---- -
No.
Headline
Lexical
Ambiguity
--
I. i Image Conscious
2. I Slim Impression
3. ( Horses Sweat. Men Perspire. Women Glow.
4.
Play Xtreme
'
5. SOH-X430 is Enough
In Touch with Styie
6.
Simply All You need
7.
Extreme Colours
f--8.
9.
Say It Clearly
---Sittincr. Sitting Pretty.
10.
, l] Th_Lights Onty La..<;;t for A Moment
12. When The Occasion is You
13. You Won't be Nicked for Speeding
14.
Exposto Bare Skin Can Re Fatal
·
..
- ------
-·-· -------+'
y
"
y
y
Ambiguit
without
Pronositio
Structural
Ambiguity
'I'
-- r ,_
i
---- ----
.
i
----
--!
--------
-v
y
y
---- ·-"
--!
I
1
5
'
y
,;
--
-- ----
16
II
I
I
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
R6.
Beware of Strong Winds
t"air and Supple, Full ofC-harm!
- "'-----+---TSimply Irresistible
Boss in Motion
Can't Wait For Fail?
Staggerhio l.en"hts. S
I Sunshine Bloom
; Weekends Call for More Colo'!'' ----+-! Light Up Your Morning-w
· ith Us!
Break The Breakout Cyc e
It's Best to Just Keep Yo ur Table tn Its Fun
.
..
Sp;rrkling Body Shimmer
i-o +I-Upnght anu Locked Pos1t1on.
L 27. j1_Th'."e-c·:cS"'m"art"-"e"-r-'P"'h"'o"'n"e
_
Table 3.1- Category offypc of Ambiguity
DLexical
Ambiguity
II Structural
Ambigu[ty
0 lexical and
Structural
Ambiguity
OAmbiguity
without
Proposition
Chart 3.1 -Percentage of Type of Amhiguity
3.2 The Real Mea.:mings of Ambiguous ·_Hcadaines
Some headlines in printed advertisements have a.-nbiguuus meanings. And the
readers are often confused when reading them. Tn this analysis the writer only ana!yses
the headlines of which the meanings vvill he revealed with the help of the illustration,
17
Sll.h-headlJnes Of other
Clements,
including
type
Of the
productS
ill
printed
advertisements.
The writer puts only 12 headlines which consist of3 headlines for each pmt of
ambiguity, except for the lexically and structurally ambiguous part which only has 2
headlines. For headlines which were nol explained in this chapter, please see Appendix
3: Complete Analysis of Ambiguity.
3.2.1.The Ana!yss of Meanings ofLexicaHy Ambiguous .Hea.dJ.ines
The headline is Play Xtreme (4). Xtretne means extreme and it is categorised
into lexica! ambiguity. A(,;conling tu OxfOrd Advanced Learner's Dictionary, the word
Extreme the first one is great and the second one is not ordinary or unusual.
Picture 3.1- Headline (4)
18
This headline bears 2 meanings they are :
(1) playing great.
(2) playing not ordinary or unusuaL
The real meaning of the headline is the first one, playing great It is because the
illuslration is a man jumping vcq high indicating he's playing great. Playing not
ordinary does not always playing great In this headline, the real meaning is by using this
mobile phone, the users will be playing great because this mobile phone is a game
phone.
The next headline is Exposure to Bare Skin Cun Be .Fatal (14). This is an
advertisement of mushroom soup
product_ Rased on Oxford
Advanced Learner's
Diciiortary (1995:407), exposure bears some meanillgs. The first one is the condition
that someone or something is being shined.
Tn this headline there are two different meanings :
(1)
Bare skin which is exposed or being pafd a ntion to many people is
dangerous.
(2)
Bare skin is dangerous to be exposed
to the sun.
19
Picture 3.2- Headline (14)
The real meaning in this case is the second one, the bare skin without any cover if
exposed to the sunlight directly will be dangerous and can cause fungus to grow and
then can be taken to be a can of soup.
The next advertisement is a soap product which has a headline, Break The
Breakout Cycle (24). Based on Oxford Advanced Learner:Dictionary (1995:134-5), tbe
word break as a verb has many meanings, but in this context, there are onlY two
meanings, to cause something being damaged and to stop doing something for a while.
20
Ne \"" "-">a
lt =G >
'"£ '1-1\<r... $kiil,
"'"'"""'"""'''4l_<lirt
ckat.
i ,-.,,...._oil
,,.;,>,, -:rt "''"F-<lr<i"H "'"' ilnkltro,;W,Il>ci!\ 11\<'
!" -:-C.c1;p"g =Je "!>\ ""4"> i'\!hiE,<l,.
"'"" -itl-beyni<J - "'"..
·.ill Ute w;,ywcl_ "'"' Nw=;;=-
Pictore 3.3- Headline (24)
Based on the same source, Oxford Advanced Learner's Dictionary (1995:139),
the V.'or<l breakout has two meanings. The first one is lo sta.rt something suddenly and to
escape from a place or a situation.
b t is headline, there are two mcrullngs :
(1)
Stop doing something iOr a while and escape from a situaHon.
(2)
Makes something damage and start regular activities suddenly.
Based on these descriptions, the real meaning is the first one, which means stop
doing something for a while and escape from a situation by taking a bath using tills soap.
3.2.2. The Analysis of Mea.nings of StructuraHy Ambigu.nms Headlines
21
The first struct..rral ambiguous headline is Horses Sweat. Men Perspire. Women
Glow (3). 11ris is the h line of a deodorant advertisement This headline is a structural
ambtguity.
Horses Sweat. M..::n Perspire. Women Glow.
(noun+noun)
(noun+verb)
(noun+noun)
(noun+verb)
(nounlverb)
(noun+verb)
According to Oxford Advanced Learne7 's Dictionary (1995:1206), in thi!:>
context, the word sweat has tvvo different parts of speech, noun and verh.
1.
sweat (n) is drops of s liquid simiLar trhat come through the skin when on
is hot, ill, or aifaid.
2.
sweat (n) is as a hardwork or an effort.
3.
sweat (v) is to produce sweat.
4.
sweai (v) i:s to work hard.
According to Oxford Advanced Learne.:- 's Dictionary (1995:504), the word
Glow also ha.<i different part-. of speech, nouns and verhs.
1.
f!,low
(n) as a red "'i.VB.rm look.
2.
glow (n) as a fedtng of pleasure md satisfaction.
3.
glow (v) is to produce light or heat without flame.
4.
glow (v) 1s look or feel wann or red (after exercise or because of
excitement).
ln tills context, the headline has some meanings:
(1)
horses exercise make men perspire and makes the pleasure of women.
(2)
horses' exercise make men perspire and makes women excited.
22
(3)
while riding horses (which are :sweating) make men perspiring and
women fed excited (because of men's sweat which usually makes men
!ooked more attractive).
Horses Sweat.
Men Per pire.
Women Glow.
Picture 3.4 - Headline (3)
Based on the meanings above, actually the exact meaning can be aU of them.
Based on the context of this headline, the exact meaning is the third one which is by
using this deodorant while men are riding horses and make men perspiring (which is
smells good because using the deodorant) and women feel excited. The headline has a
structural pattern consisling of noun + verb, noun + verb, noun + verb as in Horses
Sweat. Men Perspire. Women Glow.
The next advertisement is a chocolate advertisement. The headline says
Tt's Best to Just Keep Your Tray f'ahle in Its Full Upright and Locked Position (25).
23
According to Oxford Advanced !,earner's Dictionary (1995:1313), the word upright
has different meanings and dLHi:rent structures:
1.
upright (adj) is strictly honourable.
2.
upright (adv) Is as an upright or straight up position.
""-"""-'"',."""'""'-:":I<J""
"'=""''"""""'"m""-'""'"""""''"'""''"-'
"""'-- '", " "''""' m ho " " ..,.,_ " " "
"'"'"'''"'"""- '"'""'""'"m"' """< =.._k
... ...., ,..
, "'''" " '"""' " " " ""'' '""'
,._ """'" "" ·-"'
v; ,[
-··"""""M"' """''"''"' ""''""'
Picture 3.5- Headline (25)
This headline carries two meanings :
(l)
the best way to keep your tray table in a very honourable position.
(2)
the best way to keep your tray table in an straight up position and unable
to move.
24
The exact meaning of thi!> htoadline can be both. Bulihe real meaning is the first one that
shows that the product is very deli_ci_ous and high taste chocolate that should be ptaced in
an honourable position.
The next headline is a beauty supplier product. Based on Ox_fOrd Advanced
Learner's Dictionary (1995:p.l59), the word call (for) ha<; some meanings, which has
different prut of speech. There arc call (n) as an invitation or request, call (v) is to ask
something, cull (phrasal verb) is to req_uin:, demand or need something and culL for (n}
an occasion for something.
PictMre 3.6 - Headline (22)
25
So, there are many meanings of this headline:
(1) weekends invitation to get more colour.
(2) weekends a.o:;k for more colour.
(3) weekends need more colour.
(4) more colour shows up in weekends.
From those meanings above, the exact meaning is lhe third one, weekends need more
colours. That is why hy using t'ftis beauty supplier many colours will be appeared.
3.2.3. The Analysis of Mearnings
of Lexically and
Structu:raHy Ambiguous
Headlines
The first headline that consists of 1exica1 and structural, ambiguHy is Sit!ing.
Sitting
Pretiy (10). this is an advertisement of an airline company. Sitting in this
sentence has many meanings. According to Oxford Dictionary Program, sitting as an
adjective, a<; having sat down. Meanwhile according to Oxfurd
Advanced Learner's
Dictionary (1995:1106), sitting a<> nouns:
L a period during wllld1 a law court, parliament, etc.
2.
a period when a group of p;:;opic eat a meaL
3. a period spent in one activity without interruption.
26
r-­
'
"'
f-
Sitting pretty.
" " - - ·-··--< -',"'"" , ,,_.,.o.,..• ·•
- ,".•,'. ­
---- ...--. '"''"-'""" " ··· .. - '» ·'·-
' - ·- ·· •
·w-
'
"''
GTAf' A< I lANCE
"<'-::·
c>,.,lrn "'"'"'''''"'''
Picture 3.7- Headline (10)
According to Oxford Advanced Learner's Dictionary (1995:9!6),pretty as an
attractive way. But based on the arne source (1995:1106), sitting pretty is known as an
idiom which means to be in a fortunate situation., especially when others arc not. That is
why, in tills headline, there are some meanings:
(1)
sittinp, (adj) in attractive way.
(2)
sittinf? in calm and no one disturb.
(3)
sitting and being in a fortnnate situation.
The exact meaning of this headline is the last one which means that sitting and being i.n a
fortunate situation by lL'>ing this airline than other airlines.
The
next
headline
1s
When The
Occasion is
You
(12)
in a clothing
adve;tisement According to OxfOrd Advanced Learner's Dictionary (1995:799), the
27
word occasion, anouns, ha" two meanings, aa reason or a cause, and
a,.;;
a special
event
In this headline the word when has also some meanings with different parls of
speech:
1.
when(adv): at what time.
2.
when (conjunction) : since, considering.
Picture 3.8- Headline (12) ·
T 1e possible meanings tl1at occur in this headline are:
(l)
since (because) the special event is you.
(2)
what Lime you Will be the special event
28
Those meanings ahove have explained clearly and the exact meaning of this
headline is the first one which is when you become the special event, you can wear this
product and being the attention as an attrd.cti.ve person.
The next ambiguous headline is Sunshine Bloom (21) in cosmetics product.
According to John M.
Echols and Hassan
Shadily in Kumus lnggris-Jndonesia
(2003:568) lhe phmse sunshine bloom bears more than one meaning.
Sunshine Bloom
(noun)+ (noun)
{noun)+ (verb)
The word sunshine is lexical ambiguity and it has two meanings and both of them as
nouns. The first meaning is sunshine as ·a place that s shinde by the
sun
and the other
meaning is sunshine as a happiness of someone.
The word bloom has many mcan[ngs with different structures as nouns and
verbs:
1.
bloom (n) as a mass of flower.
2.
hloom (n) as youthful moments.
3.
bloom (v) is as to produce flower.
4.
bloom (v) is to be in a very healthy condition.
So, this headline has the following meanings :
( l)
a mac;s of flower that is shone by sllilshine.
(2)
a cheerful or happiness of youthful moments.
(3)
a mass of cheerful flowers.
(4)
sunshine is a very healthy condition.
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(5)
youthful moments produce flowers.
Picture 3.9- Headline (21)
The real meaning of this advertisement is happiness of youthful moments,
because the face of the model Us framed as in a picture of a teenager. It means that this
cosmetics product can make someone look young, healthy and happy as if heing a
teenager.
The next headline wl1ich contains lexical and structural ambiguity is sparklin
body shimmer (26) which :s the headline of a sparkling body products.
Sparkling Body Shirlli"llcc
(adj) + (noun)+ (verh)
30
(adj) +(noun)+ (nnun)
Based on Oxford Advanced Learner's Dictionary (1995:p.ll39), the word
sparkling is aiso as a lexical ambiguity. As an adjective word, the word sparklinR has
two meanings. The first onis sparkling as shining v.ith flashes of light, the second one
is lively (energetic) and brilliant.
The word shimmer also has different part of speech (1995:p.!086), which
makes this sentence structurally ambiguous.
1.
shimmer (v) is to shine with a soft unsteady light.
2.
shimmer (n) as
<l
shimmering light.
Pictmre 3.10- Headline (26)
31
So, this headline bears the iOllowing meanings :
(1)
body which is shined with flashes of himmering light.
(2}
lively, energetic, or brilliant body which is shined by shimmering light.
(3)
An energetic or brilliant body shines a soft unsteady light.
The reai meaning is the second one. Because the product is a sparkling hody (glitter).
So, the hody is shimmering by using
the sparkling boJy product. After u...;;ing the
product, the consumer's energetic body is shined hy shimmering light that makes it
interesting.
3.2.4
The Analysis of Meanings of Ambiguous Phmse or Sentence without
Compkte Proposition
K.M Jaszczo1t in Discourse, Beliefs, and Intentions (1999:29) stated that a
sentence or a phrase which does not express a complete proposition is an ambiguous
sentence. So, the writer also analy:o;es the headline based on the Ja.o;;?.czolt's concept of
ambiguity.
The sentence or pl'uase that has no complete proposition is categorised as an
ambiguous sentence or phrase. These arc some ambiguous headlintos because they have
no complete proposition:
l.
SGII-X430 (type of moble phone) is Enough (5).
32
Picture 3.11- Headline (5)
The headline above is not clear because it has no complete proposition, enough
for what? For example:
2.
-
SGH X430 is enough for your daily activities.
,.J.._
Or SGH-X430 is enough for a businessman.
Say Jr Clearly (9)
A mobile phone aJvertisemcnt afso has no propos tion and without dear
meaning. Say it clearly, say what? That should be explained, for example:
"*'-
Say 1- love you clearly.
-i.-
Say the word 'it' clearly (because the word it sometimes hardJy noticed).
33
Picture 3.12- Headline (9)
These two headlines above have clear propositions and therefore not ambiguous. That is
why the advcrtis ment which do not have complete proposition is mnbiguouc;.
3.
The Smarter Phone (27)
This nwbile phone advertisement is ambiguous because the headliine has no
complete proposition. The smarter phone than what! For cxam_ple:
·4-
The smarter phone than yours.
-i-
Or t.1.e smarter phone than you can i.rnagine.
These two headlines above arc not ambiguous becau.qe they have complete proposition.
34
Tree> 600
the
smarter
phone
tree
Picture 3.13- Headline (27)