Stern, Barbara B, ”Textual Analysis in Advertising Research : Construction and Deconstruction of Meanings”, Journal of Advertising Volume Xxv Number 3, 1996.

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Aditya Permana 107026001413 Literary Theory Stern, Barbara B,”Textual Analysis in Advertising Research : Construction and Deconstruction of Meanings”, Journal of Advertising volume XXV number 3, 1996. In September 1996 Barbara Stern wrote an article about advertising analysis combined with literary theory since advertising theory need to be able to close the gap between the text from the advertising and the reader or cultural condition which related to the result of analysis. She said that any theory which can analysing deeply about advertising only able to caught up in modernism way and cannot applying more specific context about how good the product viewed by people as consumer. Stern able to analyze more clearly an example from dog food advertising with a method called deconstruction analysis after she found the purpose of the advertising with the identification of textual elements first. The text from this advertising is widely used as a media to persuade the consumer so this text used more attractive language which can make any assumptions. The meaning of this text at first analysis with the New Critics view only able to sustained one single meaning but with the view from deconstruction method it can be analyze more deeply about certain meanings that hidden in the text as Stern called it “a playing field where multiple meanings clash”. Stern purposed not only to fill the gap between the advertising text and the reader response or consumer opinion about it but also find any reliable context within the cultural assumption that happening when the text itself reached consumer. Her method can be classified into three steps, first she used identification of textual meaning of an advertising text, second construction of meaning and the last deconstruction. The analysing method at the first approach is using intrinsic elements in order to paraphrasing the text

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