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Library's collection Library's IT development CancelThis tudy is basically an analysis of the utterances of Body Care
advertisements. In this study, the writer looks for the associative items or phrases of
the utterances and finds both their cognitive and associative meanings in order to
reveal the interpretation meanings of the utterances. This study is descriptive
research because its purpose wasn?t to prove any hypotesis. Rather, it was to
describes cognitive and associative meanings. The main instrument is the writer
herself. The source of data was taken from the utterances of Body Care
advertisements in commercial TV that are using Bahasa Indonesia. The writer takes
some of existing data of the utterance from four television stations. They are RCTI,
SCTV, Indosiar and Anteve. For her analysis, first she organizes the utterances by
giving numbers. Next, she proceeds to identifying the cognitive and associative
meanings. The writer can identify the interpretationmeanings of the utterances
through the cognitive and associative meanings. Finally, the writer of this study
concludes that in oeder to understand the speaker and interlocutor should understand
the two types of meanings revealed in the asssociative lexical items, which are the
cognitive and associative meanings of the associative lexical.