The research entitled Discourse Structure Analysis of Ads on Tabloid Genie aims to describe the structural integrity of the discourse on the discourse of advertising in the tabloid Genie. This research is a qualitative descriptive research. The data in this research is the discourse of advertising and data sources used is 31-43 edition of the tabloid Genie (the month from March to May) of 2012. Data discourse amounted to 33 ads that are divided into seven types of advertising that is prime cards, cosmetics, vehicles (motorcycles), drugs, supplements and vitamins, food (instant noodles), and contact lenses. The research was carried out three stages, namely the provision of data, data analysis, and presentation of the results of data analysis. Phase using the method of providing data library. Stage of data analysis methods and agih frontier. In presenting the results of informal methods of data analysis using the formulation in ordinary words.
From the research we can conclude that the macro structure found in different thematic, namely the thematic categories of cards are prime features of each prime cards, cosmetics categories include: 1. thematic categories of perfume is fresh and fragrant body and confidence, 2. thematic categories of skin care is a pretty face, soft, moist, smooth, bright and fresh, 3. thematic categories of body care is to nourish and hydrate the skin, 4. thematic categories of lip gloss are lips pretty and beautiful, the category of vehicle (motorcycle) thematic is fast, agile, and efficient, the thematic categories of drugs in advertisements Entrostop and Magasida is to treat abdominal pain, the OBH and Mixagrip thematic ad that is to treat the flu and cough, and in advertisements thematic Fresh Care which is the body warm and fresh, thematic categories of supplements and vitamins are healthy and strong body, a category of food (instant noodles) thematic is to provide a new sense of taste, as well as thematic categories of contact lenses are comfortable and beautiful eyes. In the schematic superstructure was found intact and sequentially arranged, arrangement of ideas in every discourse using headline + lead + patterns + body cover.
On the micro structure which includes the semantics found that the background is used to influence consumers or readers, the details and intent shown by the long, explicit and clear, and the presuppositions element contains the arguments given communicator to convince potential customers. In the syntactic found form of sentences using the principle of causality. The use of Coherence using conjunctions (conjunctions) are and, therefore, and but. Pronoun elements use the pronoun is you, we, you, he, and me. On the stylistic use of lexical is used to confirm the results of the use of the product being advertised. In the rhetorical, graphically displayed with a using different letter than the other letters, the elements of expression appears in the form of drawings and photographs, and elements of the metaphor is intended to give an impression of the products offered or as a condiment than a text and a major clue to understanding the meaning of the text.