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Library's collection Library's IT development CancelAn advertisement should be creative, simple, attractive, and
communicative. It is made to communicate something to the society. The
properties of an advertisement - such as the language, signs, and symbols -
positively mean something. Readers must have some knowledge that helps them
figure out what the advertisement designers intend to say. If readers do not
comprehend the intended meaning of an advertisement, then, it means that the
advertisement designers fail to deliver the important message they have in their
minds. As comprehending the intended meaning of an advertisement is very
important to the success of an advertisement, the writer was being interested in
investigating the intended meaning of A-Mild advertisements since they were
confusing. She was also to identify the frames possessed by the readers to
comprehend the advertisement designers? intended meaning and to compare
whether the readers? interpretation is the same as the designers? intended meaning.
The writer used the theory of frames proposed by Minsky to help her find the
knowledge that were used by the readers to comprehend A-Mild advertisements.
This theory was also used by the writer to help her conclude whether the frames
influence the readers to come to the A-Mild advertisement designers? intended
meaning. A qualitative approach was used in conducting this research. The writer,
in this research, analyzed five A-Mild advertisements ever published in billboards.
After collecting and analyzing the data she gathered from a seminar "Bedah Habis
Iklan A-Mild" in Universitas Muhammadiyah Malang at April 29, 2004 and from
the questionnaires distributed to 20 Petra Christian University students, the writer
found out that there were only two of five A-Mild advertisements whose intended
meaning could be comprehended by the readers. Although the readers? meaning
was not directly the same with the advertisement designers?, the writer concluded
that the frames they used had brought them to comprehend what was in the
advertisement designers? minds.