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Library's collection Library's IT development CancelI take Reader's Digest as my object because Reader's Digest is a famous world-wide
magazine, and it is easy to get Reader's Digest in bookstores and hotels.
I take the advertisement as source of data because when I read some advertisements, I
find difficulty to understand what the advertisements mean.
This thesis deals with cohesion of language. Cohesion consists of unity and is
manifested by recurrence chain. This study deals with cohesive devices in the
advertisement of Reader's Digest in which each advertisement contains cohesive devices.
The problems in this study are divided into two main types of cohesion,
grammatical cohesion and lexical cohesion. Each of them is applied in 14 advertisements.
Dealing with that statement, the writer wants to investigate what types of cohesive
devices that are used in the advertisement.
The main theory that is used is the theory of Halliday and Hasan about cohesion
(Halliday & Hasan 1976:6). The theory is about the grammatical cohesion, which can be
conveyed through reference, conjunction, ellipsis and substitution; and lexical cohesion
through reiteration and collocation.
Dealing with research methodology, the writer used qualitative research. She
collected the data taken from June up to August 1999 of the Reader's Digest's issues. She
identified the cohesive device items with related item in the previous sentence and same
sentence, the construction connected referred to by cohesive device. Next, she classified
type of cohesion and type of cohesive devices.
The results, in terms of grammatical cohesion, show that personal reference is the
most dominant cohesive devices; in terms of lexical cohesion, co-hyponymy is the most
dominant cohesive devices. Most presupposed item in the advertisements tends to refer to
what is advertised. The advertisements in Reader's Digest tend to use grammatical
cohesion rather than lexical cohesion.