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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. 29 (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)