BKG

Munirowati, Millata (2018) Language Style In Malang Post Advertisement. Sarjana thesis, Universitas Brawijaya.

Indonesian Abstract

Ada beberapa variasi bahasa di masyarakat. Orang menggunakan gaya bahasa yang berbeda untuk menunjukkan kepribadian mereka, itu bukan tentang kepribadian individu tetapi setiap perusahaan memiliki gaya yang berbeda ketika mereka membuat iklan. Peneliti melakukan penelitian tentang gaya bahasa di iklan Malang Post. Ada tiga masalah yang harus diselesaikan, yaitu: (1) jenis gaya bahasa apa yang ditemukan dalam iklan Malang Post (2) apa hubungan antara kategori iklan dan kecenderungan menggunakan gaya tertentu (3) apa hubungan antara kategori iklan dan pesan yang terkandung dalam iklan. Penelitian ini menggunakan metode kualitatif karena pada dasarnya penelitian bertujuan untuk mendeskripsikan data dalam bentuk kata atau teks. Teori yang digunakan dalam penelitian ini adalah jenis gaya bahasa oleh Joos (dikutip dalam Chaer and Agustina, 2010), dan pesan dalam iklan oleh Wells (1995). Pengumpulan data dilakukan dengan membaca seluruh teks dari iklan Malang Post untuk menemukan kata-kata yang memiliki karakteristik gaya bahasa, memilih kata-kata yang memiliki karakteristik yang ditunjukkan dalam iklan Malang Post, menganalisis kata-kata yang ditemukan dalam iklan Malang Post. Berdasarkan analisis, peneliti menemukan tiga jenis gaya bahasa yang digunakan dalam iklan Malang Post. Dari 212 iklan dan kemudian data yang berlebihan dihapus. Jadi, peneliti menemukan 78 iklan yang dianggap representatif. Ini termasuk 7 gaya formal, 11 gaya kasual, dan 60 gaya konsultatif. Mengenai hubungan antara kategori iklan dan kecenderungan menggunakan gaya tertentu, Peneliti menemukan 6 kategori iklan, iklan yang termasuk kategori kuliner, properti, layanan, otomotif dan pengumuman cenderung menggunakan gaya konsultatif, sedangkan yang termasuk kategori kesehatan cenderung menggunakan gaya formal. Kemudian, mengenai hubungan antara kategori iklan dan pesan yang terdapat dalam iklan, dari 6 kategori peneliti menemukan 61 hard sell, 14 soft sell, dan 3 straighforward dimana semua kategori yang cenderung menggunakan hard sell seperti otomotif, pengumuman, properti, kuliner, kesehatan, dan iklan layanan.

English Abstract

There are some varieties of language in society. People use a different language style to show their personality, it is not about individual personality but every company has different style when they make advertisement. The researcher conducted a study about language style in Malang Post Advertisement. There are three problems to be solved, namely: (1) what types of language style found in Malang Post advertisement(2) what is the relation between the advertisement category and the tendency of using certain style (3) what is the relation between the advertisement category and the message contained in the advertisement. This study uses qualitative method because the research basically aims at describing the data in the form of words or texts. The theory used in this study is the type of language style by Joos (cited in Chaer and Agustina, 2010), and message in advertisement by Wells (1995). The data were collected by Reading the whole text from Malang Post advertisement to find the words that have characteristics of language style, selecting the words that have a characteristics showed in Malang Post advertisement, Analyzing the wordsthat found in Malang Post advertisement. Based on the analysis, the researcher found three types of language style used in advertisement of Malang Post. From 212 advertisements and then eliminated the data that are redundant. So, researcher found 78 advertisements which are considered representative. These included 7 formal style, 10 casual style, and 61 consultative style. Regarding the relation between the advertisement category and the tendency of using a certain style, the researcher found 6 categories of advertisement, the advertisements belonging to culinary, property, service, automotive and announcement category tend to use consultative style, whereas those belonging to health category tend to use formal style. Then, regarding the relation between the advertisement category and message contained in the advertisement, from 6 categories researcher found 61 hard sell, 14 soft sell, and 3 straightforward which all of categories are tend to use hard sell such as automotive, announcement, property, culinary, health, and services advertisements. The researcher suggests to the next researchers who are interested in working on the same topic to conduct study on other objects because in this research did not find all types, such as advertisements from social media, TV, or others. Then, next researcher can analyze the function of language style which to know more detail about purpose of advertisement.

Other Language Abstract

UNSPECIFIED

Item Type: Thesis (Sarjana)
Identification Number: SKR/FBS/2018/216/051806508
Uncontrolled Keywords: Language Style, Advertisement, Malang Post
Subjects: 400 Language > 499 Non-Austronesian languages of Oceania, Austronesian languages, miscellaneous languages > 499.22 Malayo-Polynesian languages of Indonesia, Malaysia, Singapore, Brunei, East Timor; Chamic languages > 499.221 Indonesian (bahasa Indonesia)
Divisions: Fakultas Ilmu Budaya > Bahasa dan Sastra Inggris
Depositing User: Endang Susworini
URI: http://repository.ub.ac.id/id/eprint/166253
Text
Millata Munirowati.pdf
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