This purpose of this research is to find out the types of associative meaning in education advertisements such as printed advertisement and audio-visual advertisement. The research method used in this research is content analysis. The data source used in this research are fifty advertisements. In this research, the researcher uses coding scheme as the research instrument. The data of this research are words, and sentences in Education advertisement. This research uses the theory conducted by Leech to find out the types of associative meaning. The data were analysed using some steps as observing, selecting, and classifying. The researcher tries to analyse types of associative meanings used in education advertisement to know the dominant types of associative meaning used in printed advertisement and audio-visual advertisement. The result of this research, associative meaning is used printed advertisement and audio-visual advertisement divided into four meanings, connotative meaning, social meaning, affective meaning, and collocative meaning. Besides it, one of the differences in audio-visual advertisement that there is no reflective meaning. However, the result of the analysis in printed advertisement found reflective meaning. Furthermore, the dominant meaning contained in printed advertisement is social meaning. In audio-visual advertisement, it is connotative meaning. The difference between the advertising language of printed advertisements and audio-visual advertisements is printed advertisements using more detailed language, for audio-visual advertisements using displays more images.

Handayani , Lilik Tri .   (2022). A Study of Associative Meaning Used in Education Advertisement. IAIN Kediri