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Library's collection Library's IT development CancelThis study observes the perceived meaning and the role of background
knowledge of the fast foods customers. Perceived meaning itself is created from
the background knowledge of people and is stored in their mind and if someday
they hear about something, they have memory in their mind and they can frame it.
The writer analyzed the perceived meaning based on schemata theory from
George Yule?s theory (1996). The writer uses qualitative approach to analyze the
perceived meaning and their role of background knowledge in fast food
advertisements slogans because the data used consisted of words, not numbers.
From this study, it is found that the perceived meaning and the role of background
knowledge of each person are very important because through the customer?s
meaning, we know that the slogans? meaning is transmitted or not. Through this
analysis the writer expects that the result will help the readers have better
understanding about the perceived meaning and the role of background
knowledge of the fast foods advertisement slogans.