Register analysis in english movie advertisements of www.21-cineplex.com (a sociolinguistics study)

This research is intended to find out the characteristics of register in English movie advertisements. The goals of this research were: first, to characterize linguistics factors, such as diction, language variety and figures of speech; second, to characterize non-linguistic factors (types of movies); and third, to describe how both language variety and figure of speech characterize the register of English movie advertisement. This research used sociolinguistics approach. The descriptive research and a purposive sampling technique were employed in the research. The data of this research were the use of diction, the language variety and the figures of speech in register of written English movie advertisements promoted by www.21-cineplex.com published in Jakarta Post in December 2008 until April 2009. The results of the analysis are as follows. First, linguistic factors have special characteristics in the register of English movie advertisement that can be differentiated from other types of register. It is due to the varieties according to use. Second, non-linguistics factors have characteristics too, among others are shown by the types of films. Those are movies based on story themes, story substances, consumers and performances. The results also give evidences that language varieties consist of formal and informal styles. In terms of sentence structure, the findings reveal that most of movie advertisement text employed the simplex sentence structure. In addition, there were 9 kinds of figures of speech. Those are hyperbole, synecdoche, metonymy, personification, simile, climax, paradox, repetition, and parallelism. The most dominant was hyperbole. This research is expected to be beneficial for the students, the advertisers and the other researchers. It shows a specific example of register namely the register on English movie advertisement. This can be used as an additional reference for studying language and creating advertisements text that is considered to be efficient and effective for attracting and encouraging readers to make use of the company with its products and services. Moreover, the results of this research also can be hopefully used as a reference for those who are interested in analyzing language variety, especially the one in movie advertisement