Struktur Teks Pelelangan: Analisis Struktur Generik Periklanan

Abstract

This article discusses about the generic structure of auction text (Pelelangan) in advertisement in Indonesian Newspapers. The analysis is based on Move and Step in Business Genre according to Bhatia (1991). Bhatia describes there are 7 Moves and 3 Steps to describe the text structure. It is arranged by Move combinations that consist of one or more Steps. The result of the analysis showed (1) Move 1, 2, 5, and 6 were obligatory, Move 3, 4, and 7 were optional, and Step 3 in Move 2 was also optional; (2) Auction text moved in order from Move 1 to Move 2 consistently, but Move 3, 4, 5, and 6 did not; (3) The linguistic features that marked the Moves and Steps in this text consist of word, phrase, and clause, such as melampirkan, bersedia, paling lambat, and penjelasan lebih lanjut dapat diminta.; (4) The rhetorical style in this text was direct and indirect. Four of six texts use the indirect style in which the verbs berdasarkan and menunjuk were used.