Japanese Advertisement for Improving Students Reading Ability

K E Y W O R D S Kotowaru; Japanese advertisement; Dokkai; Reading ability A R T I C L E I N F O First received: 02 February 2018 Final proof accepted: 27 December 2018 Available online: 31 December 2018


INTRODUCTION
Advertising is a form of communication that discloses information or messages and promotes the speaker's intent to his or her opponent. The language used in advertising is a language that is easy to understand and persuasive so that the opponent can speak as the speaker means. In simple terms, advertising is defined as a message that offers a product intended for the community.
In Japanese, it is known for usual manners variety and the polite variety at the end of the  Vol. 3, No. 2, December 2018, pp. 148-153 149 | P a g e e-ISSN 2528-5548 sentence is marked by the copula of the form for predicate, nouns and the~na adjectives and the form -masu to predicate verbs. While the usual variety at the end of the sentence is marked by the copula of ~de aru form for predicate nouns and the ~na adjectives, and the form or the dictionary form for the predicate verb. Both languages are commonly used in Japanese advertising languages. Japanese advertising language is not only seen from the variety of language, but also the selection of words in terms of variations of words and writing or characters. In terms of word variations there is usually a mixture of code between Japanese and English (Goldstein, 2011

Japanese Advertisement
In Japanese, it is known for its usual manners and variety. Polite manners are marked with ~ masu while the usual variety is characterized by the form of the ru-dictionary.
Both languages are commonly used in Japanese advertising languages. Japanese advertising language is not only seen from the variety of e-ISSN 2528-5548 language, but also the selection of words in terms of variations of words and writing or characters.
In terms of word variations there is usually a mixture of code between Japanese and English.
Martha, et al (2010: 8) categorizes variations of Japanese ad language characters as follows: (1) Combined symbols, romaji, kanji, kana; this is an 'advantage' of Japanese that recognizes more than one typeface.
(2) Write the original Japanese word with katakana. In contrast to languages that use Latin letters where the affirmation of a word is manifested by a striking font or size, Japanese uses the katakana to realize this concept. In ordinary circumstances, katakana is only used to write the word absorption or the name of a stranger; but in specific situations when it wants to assert katakana word is also used, although for a word that is not from a foreign language.
(3) Name of product written in romaji, written back with katakana.
(4) The product slogan is written in English and is also written in Japanese equivalent.

Dokkai
According to Kobayashi (in Nihongo kyouiku Jiten 1982 :) Understanding the meaning of Dokkai is the meaning of the sentence he or she read.
According Kindaichi haruhiko (in Nihongo daijiten) Dokkai understanding is the ability to read the contents, the meaning of the sentence and can understand the sentence.
According to Kimura (in Nihongo Kyouiku Jiten 1982: 113), Dokkai is reading sentences then understanding the contents of the reading.

According to Unotetsuto (in Shinkyuu
Koujiten 2003: 633), Dokkai is a matter of understanding the contents of the essay.
Based on some of the above understanding, which is used by dokkai is not only reading activity in general, but the reader must also know and understand the meaning, and content of a sentence or essay. In other words dokkai is said as reading comprehension (reading comprehension).

Personal Factors In Motivation
The personal factor in motivation is the factor or impulse that exists within oneself.
Personal factors are the will of a person to achieve success or called the achievement factor. The will to succeed can also occur in learning. It is very influential on the performance of someone.
Someone who has a desire to succeed is high then he will not delay his work and try to complete the task as closely and as quickly as possible. Of the two motivating factors that have been described, researchers will use both of these factors. As described above the two factors are interconnected and affect each other. background as a whole, which relies on human as research instrument, deductive data analysis, directs to object research to find base theories and concern about the process rather than the result itself. This research is qualitative research along with descriptive method.

Data Source
The subject of this research is students in Japanese Education Department and students in Japanese Literature Department who passed Japanese Language Proficiency Test (JLPT) level N3 and already got the material about Dokkai 3 and Dokkai 4. The data that used in this research is a test contain with 10 questions. As stated by Setiyadi (2006:214), the number of samples in a survey is 10% of the population. In this research the number of students which will be the respondent of the survey is 10% of Japanese students who passed the JLPT N3. The total of students in Japanese Education and Japanese Literature Department who passed JLPT N3 is around 100 students, so that it will has 12 respondent to get the valid data of this research.

Sampling Methods
This research will use purposive sampling which is the subject of the research is only the students who passed JLPT N3 because they already get the material Dokkai 3 and Dokkai 4.
The researcher will use random sampling because there are many students who passed JLPT N3.
For the beginning, researcher will choose 10% of the population to be the respondent with random numbers. Researcher will add more samples until enough to represent whole population.

Data Analysis
After collect the data, Observer will use this steps bellow based on Sugiyono's opinion (2009: 244) show us that "Data analysis is the process to search and establish the data from the result systematically, location notes and another source so can be easily understand and inform to other people". e-ISSN 2528-5548 Steps that done by observer in this observation such as: 1. Make test questions.
2. Give the question to responden so can be easily answered.
3. Make table for question and Questioner.
4. Conclude the data analysis.

RESULT AND DISCUSSION
Various things that make teaching Dokkai considered difficult is the monotonous teaching that is caused by the lecture only use the method of reading(yomu) and listen (kiku), also the question and answer and the student's interest is less to Dokkai because it is considered difficult.
For make Dokkai more interesting there are two steps test, before use various media especially Japanese Advertisement and used Japanese Advertisement. Improved ability to understand the reading of Japanese students can be seen from the acquisition of pretest value and postes value.
Based on the pretest results can be known the average value of pretest students is 60.3, and after the learning process using the model Japanese Advertising, the average student score to 70.8.
Based on these data, there is an increase in learning outcomes. 2) Based on the data obtained, the ability of reading will improve with reading the interesting thing as advertisement.
Based on research that has been done, some of the suggestions of researchers are as follows: 1) The learners should not just rely on the teacher to understand about of grammar in Japanese, but also the learners are expected to be active in seeking information and  Vol. 3, No. 2, December 2018, pp. 148-153 153 | P a g e e-ISSN 2528-5548 teacher in the classroom and learners can be mastered and understood its use in Japanese.
2) Researchers who want to continue this study to use lyric the Japanese song that have much many meaning in Japanese so that knowledge of the Japanese language can be improved.