Micro and Macrostructural Analysis on Rolex Watch Printed Ad on the 2011 January Issue of Elle Magazine

This research aims to describe (1) cohesion marks (2) coherence marks (3) situational context on the Rolex Watch printed ad. The sources to support the data of this research is from the 2011 March issue of Elle magazine, meanwhile the main data of this research are in the forms of sentences containing cohesion and coherence markings also the linguistic and non-linguistics markings in the Rolex watch printed ad in the Elle magazine. Data collections are done by observation method and its continuations which are Uninvolved Conversation Observation Technique (Teknik Simak Bebas Libat Cakap or SBLC) and Writing Technique (Teknik Catat). Data analysis methods used are distributional method (Metode Agih) in order to analyse cohesion and coherence, also identity method to analyse the situational and socio-culture context. The validity of the data is obtained through contents’ validity and opinions from the experts. The results show cohesion and coherence element on Rolex watch printed ad in Elle magazine have formed significance cohesiveness and format orderliness. Based on the microstructural analysis have been obtained various types of grammatical cohesion in the forms of references, substitutions, elliptic, and conjunctions. Whereas there are repetitions on lexical cohesions are found in the ad. The marking on the coherence are found in the Rolex watch printed ad in Elle magazine are in the form of significance additives and contradictive significance affinity. Based on the macro structural analysis of the Rolex watch printed ad in Elle magazine it has been obtained that the ad show a female model wearing the Rolex watch .The ad title, the type of font used, the text content, and the color of the Les Heroines Moderns; 'Modern Heroines' watch advertisement are interrelated and form the principle of meaning coherence. Based on an analysis of macro-structural devices, the message to be conveyed is that Rolex watches are watches that are durable, modern, and luxurious, suitable for use by people who have a lot of activity. Anyone who uses this watch will seem to be a woman who is independent, mature and calm Keywords— printed ad, micro structural, macro structural