摘要：The aims of this study are (a) to describe the difference of word choices form and expression between men and women advertisers and (b) to identify the factors and back-grounds that caused the differences in advertising column of kontak jodoh. This study isconducted in descriptive method with qualititative strategy The data resources consist ofmen and women advertisers in advertising column of kontak jodoh in Kompas and JawaPos The data collection is done through document study The collected data are ana-hyzed with interactive models of analysis technique and gender analysis approach Theresult of the study shows that the associative meaning which was applied by womenahvertiser in the advertising column tends to be loyal,honest,care,tender,understand-able,friendly,patient,humorous,sociable,humble,motherly character open minded,romantic,and calm. Moreover the choice of word applied by the men advertisers in thiscolumn tends to be the emotional standard demand such as independent,wise,and firm,as it is reflected through the word of humble,independent,hard worker,firm,serious,wise. and fatherly character. The women advertisers in expressing their identity in thiscolumn dispose to show the emotional characters such as charming. humble,well- man-mered,friendly,sweet,kind,sociable,honest,loyal,romantic,patient,motherly. modist,and humorous Thus,the choice of word and expression which was mostly applied in theadvertising column is a denotatively complex word and expression..
