Investigating Learners ’ Understanding on Politeness and Gender of Advertisements in Teaching

This research was based on the researchers’ curiosity to investigate learners’ understanding politeness and gender concept of advertisements. The advertisements were watched frequently by the learners of this digital era, nowadays. Then, the politeness and gender concept sometimes can be seen in the advertisement. Politeness and gender is part of sociolinguistics subject for English literature. The aim of the research was to investigate learners’ understanding in identifying politeness and gender concept existed in advertisement. The method used in this research was quantitative followed by qualitative as additional information. The population and sample of this research was the sixth semester learners of STIBA Persada Bunda. There were 10 learners as population as well as sample of this research. The data collection technique was gained by asking the learners to choose the multiple choices of politeness and gender questions by watching the video of advertisement. Then, after collecting the data, the researchers evaluated and analyzed the test of each learner. The result of this research showed that the learners’ understanding in identifying politeness and gender existed in advertisements is in low level with score 51,5 “poor” category. The factors that affected the learners’ understanding were the lack of learners’ understanding of theoretical concept of politeness and gender, and hard for learners to differentiate gender concept of sex concept.


INTRODUCTION
Nowadays, most of EFL learners are familiar with the gadget.The gadget that they use mostly consists of advertisements.This research is based on the researchers' investigation of learners' understanding on politeness and gender concept that existed in advertisements.
Politeness and gender is part of sociolinguistics subject for English literature.Sociolinguistics subject is part of linguistics matters that related to social aspect.The aim of the research is to investigate learners' understanding in identifying politeness and gender concept existed in advertisement.As Fathira (2017) said that in university level, the learners are expected to gain a mount of information to explore their thinking in learning English.
In order to know more about the learners thinking of gender and politeness concept, the researchers conducted the research about the learners' ability in gender based on Lakoff's theory.Then politeness concept based on Brown and Levinson theory.
Based on the explanation above, the researchers was interested to conduct a study entitled "Investigating learners' understanding on politeness and gender of advertisements".
Based on the background of this study, the formulation of the study is formulated as: How is the learners' ability in understanding politeness and gender existed in advertisements? The

REVIEW OF LITERATURE
In this part, the researchers wanted to explain about politeness theory, gender and advertising language that is basic theoretical framework.The researchers tried to explain advertisement as the media in analyzing gender and politeness by Brown and Levinson and also by Lakoff.

Politeness
Holmes sai d about politeness concept that polite includes talk to other people appropriate in relation to hearer (Holmes, 2013: 268).Beside that, the topic of politeness is also explained by several experts quoted by Hermosilla.Del Saz´s in Hermosilla (2012: 4) said that the most effect of politeness was done Brown and Levinson (1987).According to the theory of Goffman´s (1967) is the concept of face (image based on the public perception of the society).Face consisted of two parts.First is positive face-the willingness to be approved and admired by others.Second is negative face-the unwillingness to be approved and admired by others.
Politeness or polite can be defined as an action to minimize the effect that might happen face threatening act (fta).As Mullany (2002) stated that theory of Brown and Levinson´s, the human politeness can be outlined into 4 main strategies.It can be seen in the following point.a. Bald on-record strategy.It is a direct way of saying things.The example: "Come in", "Pass me the bucket".b.Positive politeness strategy.This strategy showed that the speaker recognize the hearer has willingness to be approved.This strategy is part of positive face.The example: "You must be hungry after such a long journey, would you like something to eat?" c.Negative politeness strategy.This strategy used as a way to interact with the hearer in a nonimposing way.The example: "You must forgive me, but I forgot to bring your laptop" d.Off-record indirect strategy.It is used to remove the speaker form any potential of preventing the FTA with implicature, or with implied meaning, or ambigu.The example: "Perhaps someone should have call you first" "Wow, it´s getting cold in here"

Gender
According to Mesthrie et al. (2009: 213), Gender refers to language of woman and man.It is different from "sex"in a brief explanation.The basic features of gender conmpare to "sex" can be seen as follows.The term "sex" is biological category then gender is social and cultural category.Then, Mostly, either man or woman will talk or have conversation by using same language.Moreover, there are some differences between man language and woman languge.Based on Lakoff's theory, there are 10 (ten) features of woman language.Holmes (2013: 286) said that 10 (ten) features of it as follows.a) Lexical hedges or fillers, the example: "you know", "sort of", "well", "you see".b) Tag questions, the example: "she is very nice, isn't she?" c) Rising intonations on declaratives, the example: "it's really good".d) 'Empty' adjectives, the example: "divine", "charming", "cute".e) Precise colour teams, the example: "magenta", "aquamarine".f) Intensifiers such as just and so, the example: "I like him so much".g) 'Hypercorrect' grammar, the example: consistent use of standard verbs forms.h) 'Superpolite' forms, the example: indirect requests, euphemisms.i) Avoidance of strong swears words, the example: "fudge", "my goodness".j) Emphatic stress, the example: "it was a brilliant performance".From ten features of women language, the researchers analyzed the learners' understanding of politeness and gender existed in advertisements.

Advertising
According to Stamatelou (2015: 29), advertising language is the most language that can persuade, provoke opinion of the society to certain purposes of an advertisement.Advertisng language also bulid 'relations' that facilitate the provoking opinion of the degree of belief, the basic point that support of acceptance of the product and image.
In short, advertisement builds the interpersonal relation between the adverstising maker and consumer.
In this part, the researchers took several researches about politeness, gender and some others about advertisement that support this research.The related findings can be seen as following paragraph.1. Stamatelou (2015) discussed on his research about the use of advertisement in order to improve the understanding in language learning of EFL class.She said that the aim of the research was to show why and how the language learning in discourse level of the advertisement can give the constribution to lerning a language.However in this research, the researchers also used gender and politeness of advertisement.It was about analytical research not using advertisement as previous research did.2. Wambui (2014) analized about realisation of language from politeness strategies and how the advertising language can be a persuasive tools on banking advertisement.

She used politeness theory by Brown and
Investigating Learners' Understanding on Politeness and Gender of Advertisements in Teaching Sociolinguistics Levinson (1987) explained how the advertisement manipulated the language to persuade the consumer of having the product from the bank.The result showed that the advertisements have a amount of variation of positive politeness strategy.However in this research, the researchers also used analytical research on advertisement of woman language existed in advertisement not the language used in advertisement to persuade as previous research did.3. Hermosilla (2012) in this article explained about the differences of beauty product that can be seen from the language used and consumerisme related to gender.
The aim was at to investigate discourse in advertisement to understand the relation among forming the language, to see politeness theory, and social aspect of gender.The conclusion of the research showed that the speaker a must pay attention to positive and negative face of hearer.Speaker has to use some of these: positive, negative, and offrecord politeness strategy in order to recognize negative and positive face of the hearer.The attention of speaker is based on the two points, like positive and negative face of hearer that gender identity also included to two points of advertisement.Language in relation to consumerisme ideas was the basic of the discourse in avertisement.However, in the same time, the language become the important point of creativity, existance, and delivery of gender identity.

METHOD
The researchers used descriptive qualitative research design to investigate the learners' ability in answering politeness and gender concept of advertisements.Gay (2011: 214) stated that the descriptive involves collecting data to test or to answer question concerning the aim of the research.In this research, the researchers scored and analyzed data by using formula and described about the understanding politeness and gender existed in advertisement descriptively.
The population as well as the sample of this research was the fifth semester learners at STIBA Persada Bunda Pekanbaru in academic year 2017/2018.The population of this research was the sample of this study since the number of the learners below 100 persons, about 10 persons.According to Arikunto (2010:112)  The collected data was analyzed by using these procedures.First, the researchers counted the number of error made by learners individually.Second, the researchers classified the questions in the same type of question.In this research the question were divided into two types of questions.They were woman languge questions and the politeness questions.level.Then, the result could be seen clearly by each component in understanding politeness and gender existed in advertisements.Formula below was used to investigate the learners' ability in understanding politeness and gender existed in advertisements. 1 until 10 were about feature of woman language.The questions number 11until 15 were about politeness concept.Then, based on the second advertisement, the questions number 16 until 25 were about features of woman language.The questions number 26 until 30 were about politeness concept.
The distribution of the questions and the level of question could be seen in the following Table.

CONCLUSION
In accordance with the objective of the research question is to answer the question "How is learners' understanding in identifying politeness and gender concept existed in advertisement?".It can be concluded that 10 fifth semester learners of STIBA Pekanbaru could not comprehend the politeness and gender concept It is categorized into "poor" level.The learners' ability in understanding politeness is "poor" for 10 questions of politeness strategy and negative or positive face.Then, the learners' ability in understanding gender concept is categorized into "fairly good" for 20 questions of woman language features.
The advertisement should pay attention to positive and negative face of hearer it was based on the gender of the speaker.This statement was in line with Hermosilia in order to pay attention to face of speaker based on gender identity.
After knowing the learners' ability in understanding politeness and gender existed in advertisements, it is important to suggest that the learners should memorize and if it is needed use an approach to improve the learners' understanding politeness and gender existed in advertisements.The learners need to be familiar with linguistic terms and theory since they learn in English Literature as well as linguistic.In this case, the learners need to have some extensive examples in daily life, in advertisements to make them remember features and politeness concept easily.