STRUCTURE ANALYSIS OF IFAW.ORG ADVERTISEMENT

ABSTRACT Printed advertisements, especially printed advertisement of non-commercial ads, has shown the development of an extra-ordinary language phenomena. Usually non-commercial ads or goverment ads are full of words and not interesting to read. Different from others, IFAW.org presents non-commercial ads with an exceptional presentation. This article analyze the structure and meaning of the advertisement. The analysis use the theory of discourse structure proposes by Van Djik, they are superstructure, micro structure and macro structure. The discussions shows that IFAW’s advertisement uses only 4 element of advertisement : Headline, Illustration, Bodycopy and Signature line.