THEMATIC REALIZATION OF CAR ADVERTISEMENTS IN KOMPAS NEWSPAPER

This descriptive qualitative research investigated the thematic structures and thematic progressions of car advertisements in Kompas Newspapers. The objectives of the research were to (1) discover varieties of the Thematic Progressions used in car advertisements, (2) describe how Theme and Rheme were realized in car advertisements, and (3) explain why the thematic structures of car advertisements were realized the way they were. The data were obtained from the clauses of car advertisements written in English starting January to March2013. There were 11 English car advertisements chosen from 8 brands. The analysis was conducted by analyzing the data as they were. The analysis was conducted based on the principles of Thematic Structures as proposed by Halliday (1994), Bloor and Bloor (1995), and Young (2006). The scope of thematic structures which are taken, Marked and Unmarked Theme, Textual Theme, Interpersonal Theme, Topical Theme, Mood : Declarative, Interrogative and Imperative, Constant Theme Pattern, Linear Theme Pattern, Split Theme Pattern, Derived Theme. The proportion of each type is converted into percentages in order to reveal the frequency of occurrence of each type. The data analysis reveals that the thematic structures are Unmarked Theme (89.77%), Marked Theme (10.23%), Simple Theme (94.32%), Multiple Theme (5.68%), Constant Theme Pattern was the dominant Theme with few Linear Theme Pattern. More Marked Themes were used by expensive price cars. Based on the findings, it can be concluded that the dominant theme of the three metafunctions was the Topical Theme with emphasis on Participant and Process which aimed at engaging thereaders to read and to take action in buying the advertised products. The suggestions are directed to (1) advertisement producers to create good and effective advertisements, (2), consumers to have more knowledge in understanding the real meaning behind the advertisements, and (3) other researchers to conduct an in-depth research on advertisements.