The Cultural Differences And Similarities Of Message Structure In Magazine Advertisements

Abstract

In  term  of  target  user  of  the  product  being  advertised,  both  magazine  also  have differences and similarities. The similarity is both magazines mostly targeted baby from 0 to 5 years old as the primary user of the product being advertised. Meanwhile the differences of both magazines are beside the number of advertisement of target user, they also different in selecting the advertisement which the products are used by parents or the whole family. Mami Baby magazine select the advertisement of product which is used by parents or the whole family lesser than Practical Parenting does.The reason is maybe because of the name of the magazine, Practical Parenting is targeted for both parents, while Mami Baby is targeted only for mother and baby and their relationship. In   term   of   message   structure,   there   are   several   differences   and   similarities. Advertisements in Practical Parenting use more resonance than advertisements in Mami Baby magazine. The other differences is advertisements in Mami Baby more using wordplay than double meaning, while advertisement in Practical Parenting more using the combination of wordplay and double meaning. However, there is no differences in term of message framing in both  magazine  advertisements.  Advertisements  in  both  magazines  more  stress  on  positive message framing rather than negative message framing.