THE INTERPRETATION ON ADVERTISEMENT LANGUAGE OF VOCATIONAL HIGH SCHOOL ON BILLBOARD

This thesis deals with qualitative study to find out the interpretation on the
advertisement language of vocational high school on billboard. The objectives of
this research were to find out the content of the advertisement language written on
billboard, to find out the readers' interpretation towards the advertisement
language and to find their reasons interpreting the advertisement language in such
a way. The subjects of this research were people who live on Bunga Sedap Malam
III Street. The total subjects were nine (9) people who were chosen purposively
with different ages, tribes, levels of economy and education. The data were
obtained by doing in-depth interview. The result showed that people interpreted
the advertisement language of vocational high school only for students who want
to get a job straightly after graduate. The interpretation on the purpose of
publishing the advertisement was not achieved as a consequence of a lack of
interest of people to join the school and the way of they interpreted which was
based on their experience. The socialization of the advertisement is needed to
make the readers understand the purpose of publishing the advertisement of
vocational high school, especially on billboard.