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Library's collection Library's IT development CancelThis thesis is a study about the frames that the readers have in
understanding the intended meaning of five public service advertisements about
health from American Academic of Orthopaedic Surgeon (AAOS). The reason
why the writer uses the AAOS? advertisements is because AAOS has interesting
and eye catching advertisements, in which people will be interested in reading or
seeing the advertisements. Besides, most AAOS? advertisements use creative
sentence that make people wonder their meanings because it they are not stated
explicitly. In conducting this research, the writer uses a qualitative approach in the
data collection and analyzes the data descriptively by using tables. The data are
collected using the questionnaires that were distributed to 10 respondents. In
analyzing the data, the writer ased frames theory proposed by Minsky (1975). The
result of the analysis shows that there are three out of five advertisements which
are understandable for the readers. The readers can get the message and the
meaning of the advertisements supported by the background knowledge they
have. This means that they are able to get the similar frames to the
advertisements? intended meaning.