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INVESTIGATING STUDENTS’ INTERPRETATION OF FEMININE CODED LANGUAGE IN ENGLISH SUNSCREEN ADVERTISEMENTS

Vitara, Adinda Rianditta and Anggraini, Dita Rizky and Hartono, Rudi and Permana, Dio Resta (2026) INVESTIGATING STUDENTS’ INTERPRETATION OF FEMININE CODED LANGUAGE IN ENGLISH SUNSCREEN ADVERTISEMENTS. Masters thesis, Universitas Indo Global Mandiri.

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Abstract

This study aimed to investigate how students interpreted feminine-coded language in English-language sunscreen advertisements and to identify the lexical features that were most dominant in their interpretations. The study was motivated by the importance of understanding contextual meaning in advertising language, especially feminine-coded vocabulary that was often used to build a product's image and attract consumers' attention. This research used a qualitative descriptive method with a content analysis approach. The research participants were 16 sixth-semester students from the English Education Study Program at Indo Global Mandiri University, who were selected using purposive sampling. Data were collected through interpretation tasks on feminine-coded vocabulary found in ten English-language sunscreen advertisements. The data were then analyzed using the Pragmatic Interpretation Analysis Rubric to identify the types of student interpretations and to determine the dominant lexical features reflected in their responses. The research results showed that 10 students produced contextual interpretations, while 6 students produced literal interpretations. The study also found that students interpreted feminine-coded vocabulary through three categories of lexical features: functional words, emotional words, and persuasive words. Of these three categories, functional words were the most dominant lexical feature in students' interpretations. These findings provided insight into students' tendency to understand the meaning of feminine-coded vocabulary used in English-language sunscreen advertisements.

Item Type: Thesis (Masters)
Subjects: L Education > L Education (General)
P Language and Literature > P Philology. Linguistics
Divisions: Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Bahasa Inggris S1
Depositing User: Adinda Rianditta Vitara
Date Deposited: 16 Sep 2026 07:47
Last Modified: 16 Sep 2026 07:47
URI: https://repository.uigm.ac.id/id/eprint/7848

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