CHAPTER I

INTRODUCTION
A. BACKGROUND OF THE STUDY
Marketing is one of the poles in the business process. All kinds
of production, output the best result would not be optimally absorbed by the
consumer if, not do marketing activities, or have a good marketing. Various ways can
be done in marketing a product that reached the hands of consumers. One that has an
important role at this time is the use of advertising. Advertisement or advertising are
an integral part ofmodern business. Advertising is considered as a powerful method to
disseminate information to the public about a product that is produced in the business.
Variety of ads ranging from the traditional broadcast through print media or
through more modern media such as radio, television and the internet. All of
them more or less have increased sales of products that have been offered
by a business unit. Behind the success of advertising in boosting the sales of products
in the business, tucked some of the problems that lead to ethical issues. Ethics is
meant here is a visualization of the content and advertising that are
considered as duping and defrauding consumers.
B. PROBLEM OF STATMENT/STUDY
Some problems related to advertising and business
ethics writers can express several problems as follows:
- Definition
- Type of Ads
- The Division Of Advertising Specifically
- Example of Advertisment

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 CHAPTER II
ANALYSIS
A. DEFINITION
The ad refers to a news message conveyed to persuade audiences/people about objects
or services offered. Ads can also be interpreted as a notification to the
audience/people about goods or services sold and installed in the mass media such as
newspapers/newspaper, magazine and electronic media such as radio, television and
the internet. Thus, advertising is a communication process that aims to persuade or
herding people to take actions that are profitable for the manufacturer of advertising
and to attract attention and encourage or persuade the reader to have ads or meet the
demand for the advertiser. While the language of the ad itself is a language used to
create ads. The language is considered to be able to attract people to buy or use the
service or the goods offered. To convey the idea of the mind in a language a writer ad
must know the rules of the language, such as grammar, and so on. This requirement is
an absolute requirement.

B. TYPE OF ADS
Bitter (1986) divides into two kinds of advertising, namely advertising and
public service standards. Standard advertising or commercial advertising is
commonly called the ads that are styled specifically for the purpose of introducing
the goods, services, services to consumers through media advertising. The second
category is public service advertising, which is a non-profit. This ad a profiteers
sought is social, not commercial profit directly.
In addition, there is a type of advertisement that is Corporate Advertising. Ads aimed
at building up the image of a company that is ultimately expected to also build a
positive image of products or services produced by the company. ALO Liliweri
(1992) has his own opinion about the sharing of these types of ads. He split it into
two major groups, namely the Division in General and Division in particular.
The Division Of Advertising In General
o Social Responsibility Advertising
The ads are aimed at spreading messages that are informative, educational
information, in order to establish the attitude of citizens so that they are

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 responsible for social issues and a particular community. For example advertising
advice and representations of social advertising.

o Rebuttal Ad
The ad used to argue or fight over something adverse issues and improve the
image of a person, company or brand is polluted as a result of incorrect
information. The hallmark of this advertising is putting the communicators (can be
individual or institution) as the oppressed or wronged by another party. The
purpose of the rebuttal ads among others: eliminate advertising that is not true and
is not profitable; straighten (deflecting) the issue on the right portion, in
accordance with the intentions of the company; build the sympathy of audiences;
constructing public opinion that the company is in the correct position.

o Advocacy Advertising
This ad is ' opponent ' of ad rebuttal. When an ad the advertiser is the rebuttal in a
position denied, then in advertising pleadings, communicators thus is in a position
to defend communicators. The purpose of these ads is to elicit sympathy from the
audience that the company is in the correct position. Examples are usually
ditemunkan this type of advertising is about the ads that are associated with the
patent.

o Advertising Improvement
The advertisement to correct messages about something already wrong and
disseminated through the media. Another term for this advertising is advertising or
advertising errata corrections. These ads are aimed at correction of incorrect
information, so that the public still get the correct information. The negative side
of this advertising is to convey advertising repair, impressed that advertisers are
not careful in planning on something, so that the advertiser's credibility will go
down.

o Family Ads
That ad where the contents of its message is a notification from advertisers about
the occurrence of an event of family to family/other audiences. family ads are
typically more ad-shaped display columns and contains illustrations, not many

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 pictures, and rely more on written messages. An example of this advertising is
advertising about death, weddings, graduations, and more.

C. THE DIVISION OF ADVERTISING SPECIFICALLY

Based on the medium used
In General, the Division of ads based on the medium used is divided into two,
namely the ads above the line and below the line advertising.
Media ads above the line is a mass media. The mass is meant is that a large target
audience and hit the advertising messages simultaneously. Media belonging to the
categories above the line, namely: newspapers, magazines, tabloids, television, film,
radio, and the internet.
Below the line advertising is ads that use a special media. That includes the media-
the media below the line are: leaflets, posters, banners, billboards, bus panels, bus
stop, point of purchase (POP), sticker, shop sign, flayers, display, and others.
 Print Ads
The ads were made and installed by using the printing technique, the
fine print with simple technology and high technology. Some form of
print ads IE: print ads newspapers, ikaln print billboards.
 Classified Ads
These ads are called Classifieds because messages are created only
consist of a few lines of words/sentences only and charge calculated
perbaris, and the price is relatively cheap. The language used in
classified ads are generally brief, full of meaning, and very simple.
Goods advertised in the classified ads are very diverse, covering goods,
services, Thanksgiving, etc.
 Advertising Columns
Column ad has a width of columns, but stu is higher than classified
ads. In addition to the verbal message is written, it is possible the
nonverbal messages as ula illustration image, symbol, emblem or other
visual signs walu not too varied and extremely limited. Examples of
advertisements of congratulations, condolences, offers of goods and
services, education.

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  Advertorials
Ad berkesa as a news. In Indonesia, advertising tatarama ad with this
required tnik is given the description "Advertorials" or "advertising" to
distinguish it from the news.This advertorial content of messages varies
greatly among others: advertising alternative medicine, health services,
services of organizing the event, tour, nstitutonal advertising, and so on
 Display Ads
Wider range of advertising so that it can display klom (shows) the
illustrations in the form of pictures or photo graphics in both the larger
size disampng verbal messages written is generally used by
organizations both business and social events.

D. EXAMPLE OF ADVERTISEMENT

Hotel Advertisement Text

WHERE THE FAMILIAR FEELS COMPLETELY NEW

FOUR SEASON HOTEL
SINGAPORE
Welcome to Singapore's Newest rooms and suites. Soothing, sleek, and
streamlined with the latest technology, our newly refurbished interiors raise
the city's standard for sophistication. Enhance your enjoyment in two
inspired restaurants and the new Alfresco. Discover relaxing spa treatments
and unwind with a Workout, tennis Match or outdoor swim. In our
astonishingly quiet refuge, just step from Orchard Road, legendary Four
Seasons care always promises new delight.
THIRD NIGHT FREE
RATES STARTING FROM S$ 510+ PER ROOM PER N I G HT
CONTACT YOUR T'RAVEL CONSULTANT, VISIT
WWW.FOURSEASONS.COM/SINGAPORE
OR CALL THE HOTEL DIRECTLY AT (65) 6734-1110

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 Restaurant Advertisement Text

Sylla Pizza
Authentic Italian Pizza by True-blue Neapolitan Chef
A cozy little restaurant with creamy sand-colored walls, deep-toned
wood counters and furnishings and natural grey stone.
Food and Beverage :
· Italian Cuisine
· Italian Pizza and Pasta
· Various Kinds of juice
· Best Italian Wine
Business Hour Details :
Sunday to Thursday : 11.30 AM to 2.30 PM
Friday to Saturday : 11.30 AM to 5.30 PM
Address :
30 Robertson Quay Riverside View
#01-14 Singapore 277798
Tel : +659484938

Restaurant Advertisment Picture

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Hotel Advertisment Picture

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 CHAPTER III
CLOSING

A. CONCLUSION
In my opinion, advertisment is a communication process or media to market or
introduce a product, providing a service or advertising ideas. The language used in
making ads are of interest to persuade and attention with what is offered or delivered.
In addition, after the language must match the rule.
This type of ad is as follows:
 The standard Ads (commercials), namely, that offers a product with the
purpose to gain an advantage.
 Public service advertisements, which contains an idea, information or
solicitation that made the Government is looking for a social benefit,
rather than commercial profits directly.

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 REFERENCES

http://id.netlog.com/ries_vektor/blog/blogid=32855
http://notasimediaerni.wordpress.com/2011/03/18/jenis-jenis-iklan/
http://awwaliyatyrahmaniyaty.blogspot.com/2013/11/normal-0-false-false-false-en-us-x-
none.html