MOVE ANALYSIS IN COSMETIC ADVERTISEMENTS IN WOMEN'S WEEKLY MAGAZINES

This thesis was a study that focused on the concept of Move in analyzing texts in cosmetic advertisements. The source of data was Women's Weekly magazines published on January, March and June 2016. The objectives of this study were: (1) To find out the kinds of Move used in cosmetic advertisements. (2) To explain how the Moves are realized in cosmetic advertisements. (3) To explain the context of moves are realized in cosmetic advertisements. This research applied qualitative research design. The data were collected from Women's Weekly magazines which were texts of cosmetic advertisements that explain the realization of Move. The finding of this study showed: (1) There were nine moves used in cosmetic advertisements, they were: Headline, Targeting the market, Justifying of the product or service, Detailing of the product or service, Establishing credential, Celebrity or typical user endorsement, Offering incentives, Using pressure tactics , Soliciting response and a new Move called Slogan, collected into six groups: One-move Move, Two-move Move, Three-move Move, Four-move Move, Five-move Move and Six-move Move. (2) Realization in One-move Move there was 1 cosmetic advertisement, Two-move Move there were 9 cosmetic advertisements, Three-move Move there were 23 cosmetic advertisements, four-move Move there were 10 cosmetic advertisements, Five-move Move there were 6 cosmetic advertisements and the last Six-move Move there was 1 cosmetic advertisement. (3) There were three contexts of Move, they were: The context of smooth and beautiful looking, the context of hair care and the context of skin care.