How to Distinguish Fact and Opinion in Ad Text
As an audience, we are often bombarded with various types of advertisements. Not only through mass media such as television, newspapers, radio or the internet, but through media such as billboards, brochures, banners, posters, SMS, message instant messaging, electronic mail, social media, and so on. Advertisements broadcast through various media have the same goal, namely to inform, encourage, and persuade a wide audience about the products to be sold so that they are interested in buying the desired product offered.
This is in line with the definition of advertising according to the Big Indonesian Dictionary which states that advertisements is news orders to encourage, persuade the general public to be interested in the goods and services that will be offered. Advertising is also defined as notification to the public about goods or services being sold, posted in mass media (such as newspapers and magazines) or in public places.
Meanwhile, according to the Indonesian Advertising Council (2014) what is meant by advertising is a form of communication about the product and/or brand to the target audience, so that they provide responses that are in accordance with the objectives advertiser. It is further explained that what is included in the definition of advertising are corporate advertisements, public service advertisements, program promo advertisements,
communication brand (brand communications), event (event), and pawikraya (merchandising).Generally, advertisements are presented using text and are accompanied by images or illustrations. This is intended so that the advertisement looks attractive in the eyes of the audience so that the audience is encouraged to buy the products offered. The language used in advertising must be easily understood by the audience. In a sense, do not use the words-word superlative unless accompanied by reliable data and facts. Thus, the language used in the ad text must contain facts and opinions.
What are opinions and facts in ad text?
According to the Big Dictionary Language In Indonesia, what is meant by facts are things (conditions, events) which are reality. Fact is also defined as something that really exists or happens. Meanwhile, what is meant by opinion is an opinion, thought or stance. It can be said that opinions related to the products advertised in the ad text must be accompanied by supporting facts.
How to distinguish fact and opinion in ad text?
It has been mentioned earlier that a fact is a thing (event or condition) which is a fact or something that actually happened. While opinions are opinions, thoughts, or attitudes towards facts. The right way to distinguish between fact and opinion in advertising text is to read and examine each item sentence contained in the ad text. Here are some examples of ad text and how to distinguish between facts and opinions.
1. Example 1
The following is an example of a job advertisement text quoted from the pgnlng.co.id page.
| URGENTLY NEEDED |
|---|
| PT PGN LNG INDONESIA is a subsidiary of PT Perusahaan Gas Negara (Persero) Tbk, opening opportunities for young people the best daughter in all of Indonesia to participate in the recruitment process for prospective PT PGN LNG Indonesia employees for positions : MARINE TERMINAL SUPERINTENDENT Qualifications:
Immediately send your application letter, CV, and supporting documents by including the position code no later than November 30, 2018 to the Human Resources Manager: |
From the example of the ad text above, can be concluded as follows.
a. The facts in the ad text above are in the following sentence.
- PT PGN LNG INDONESIA is a subsidiary of PT Perusahaan Gas Negara (Persero) Tbk.
- Opening opportunities for the best sons and daughters throughout Indonesia to participate in the recruitment process for prospective employees of PT PGN LNG Indonesia.
- For the position of MARINE TERMINAL SUPERINTENDENT (CODE: MTS).
- Human Resources Manager: [email protected]
b. The opinion in the ad text above is in the following sentence.
- Education: Minimum D-IV Sailing.
- Certificate: Have an ANT 1 Nautical Expert certificate, preferably have a Scout/Mooring Master class 1 certificate.
- Minimum 3 years work experience, preferably experienced in carrying out scouting/mooring master class 1 activities; and Terminal Operation, preferably as Marine Terminal Superintendent in the oil and gas sector
- Able to speak English actively.
- Familiar with Microsoft office and internet.
- Able to coordinate well with internal and external parties.
- Have high integrity and able to work in a team.
- Immediately send application letter, CV, and supporting documents with position code no later than 30 November 2018 to Human Resources Manager: [email protected].
2. Example 2
The following is an example of a job vacancy advertisement text downloaded from the LKPP page.
| Announcement of Recruitment of Other Service Staff in General and Finance Bureau |
|---|
| In order to support the implementation of duties and functions in the General and Finance Bureau, we are opening vacancies for Other Services support personnel with the following positions. 1. General Support Staff (Household Subdivision, 1 person) Qualifications:
Job description :
2. General Support Staff/Archivists (Administrative Subdivision, 1 person) Qualifications:
Job description :
Procedure for Submitting Application Documents: 1. Fill out the applicant data form on https://alqulb.typeform.com/to/iJHSTu no later than May 24, 2019 at 15.00 WIB. 2. Prepare documents that must be brought at the time of the interview.
3. Only applicants who meet the requirements will be contacted for the Interview. 4. If accepted, Applicants must be ready to work by 10 June 2019. |
From the sample ad text above, it can be concluded as follows.
a. The facts in the ad text above are in the following sentence.
- In order to support the implementation of duties and functions in the General and Finance Bureau, we are opening vacancies for Other Services support personnel with the following positions.
- General Support Staff (Household Subdivision, 1 person)
- General Support Staff/Archivists (Administrative Subdivision, 1 person)
- Job description:
- Carry out leadership room services;
- Conducting inventory of consumer goods;
- Reconciling the use of the budget;
- Monitoring the budget in the General and Finance Bureau Work Unit;
- Prepare the concept of official memorandum and/or letter;
- Assist in meeting preparation, such as: preparing administrative equipment (invitations, attendance, and minutes); preparing meeting meals;
- Make reservations for accommodation facilities (transportation, lodging), including submission of honorarium for resource persons in carrying out activities;
- Organizing the daily needs of the Office; and
- Carry out archives neatly and well against transaction documents.
- Organizing the active and inactive records of the Work Unit;
- Organize active and inactive archives neatly and correctly in accordance with archive rules;
- Organize active and inactive archives quickly and quickly so that they are easily found when searching for the archive; and
- Manage active and inactive archives of all Work Units
b. Opinions on the ad text above are in the following sentence.
Qualifications:
- Woman;
- Age min. 22 years and max. 30 years;
- Minimum education D3/S1 majoring in Economics/Accounting/Management; (Experience min. 1 year);
- GPA Min. 3.00 (scale 4.00);
- Skilled in using Microsoft Office and the Internet;
- Able to communicate and work well together;
- Able to work independently or in a team;
- Able to work according to target;
- Have integrity and high motivation to work;
- Be honest, responsible, and disciplined; and
- Can understand the job/task well.
- Man;
- Physically strong and healthy, minimum height 165 cm;
- Minimum education D3/S1 Architect, Library (Experience min. 1 year);
Procedure for Submitting Application Documents:
1. Fill out the form data applicant on https://alqulb.typeform.com/to/iJHSTu no later than May 24, 2019 at 15.00 WIB.
2. Prepare documents that must be brought at the time of the interview.
- Application letter addressed to the Public and Finance Bureau Procurement Officer
- biography
- Photocopy of Identity Card
- Photo (3×4 color) 2 sheets
- A copy of the diploma that has been legalized by the authorities
- Copies of transcripts that have been legalized by the authorities
- Certificates relevant to the application submitted
- Photocopy of NPWP card (can be proposed)
- Photocopy of BPJS Health card (can be proposed)
3. Only applicants who meet the requirements will be contacted for the Interview.
4. If accepted, Applicants must be ready to work by 10 June 2019.
Thus a brief review of how to distinguish fact and opinion in ad text. Other articles that can be read include news text, exemplum text, review text, procedure text in Indonesian, examples of endocentric phrases in advertising, examples of advertisements on the internet, food advertisement example, example of a drink ad, sample job advertisement, give an example of an opinion sentence in an ad, example of short news text, example of news text in newspaper, example of news text about school, and sad news example. May be useful.