ANALISIS WACANA IKLAN AIR MINUM DALAM KEMASAN (AMDK) PADA KANAL YOUTUBE SEHATAQUA DAN LE MINERALE: TELAAH STRUKTUR DAN FUNGSI BAHASA

Authors

  • Afifah Qodri Rinjani Universitas Tidar ,Magelang, Jawa Tengah
  • Mursia Ekawati Universitas Tidar
  • Linda Eka Pradita Universitas Tidar

DOI:

https://doi.org/10.31316/skripta.v10i1.5966

Keywords:

fungsi bahasa, wacana iklan, analisis wacana kritis

Abstract

The purpose of this study is to describe the advertising discourse of two brands of bottled drinking water (AMDK), namely the AQUA and Le Minerale brands on the YouTube channel. It becomes an interesting conversation when the two water brand advertisements favor each other's positive image and seem to give hidden messages in the language used. The analysis method uses Van Dijk's critical discourse analysis perspective and formalist language functions. Based on the results of the analysis found on the use of language displayed in the two discourses of mineral water product advertisements, it forms a different construct. This is caused by several aspects. Standardized variety is widely used in Le Minerale advertising discourse while non-standardized variety is widely used in AQUA advertising discourse. The emergence of contraction patterns in the production of words chosen by mineral water brands but there are many affixation processes in the choice of words in Le Minerale's advertising discourse. There are differences in delivering the introduction in opening an advertising discourse between Le Minerale and AQUA products.

References

Chaer, Abdul. (1994). Linguistik Umum. Jakarta: Rineka Cipta.

Adisti Putri Pramesti, Martutik. (2020). Laras Bahasa Iklan Pada Media Sosial Instagram. BASINDO: Jurnal Kajian Bahasa, Sastra Indonesia, dan Pembelajarannya Volume 4 Nomor 1.

Eriyanto. 2011. Analisis Wacana ‘Pengantar Analisis Teks Media’. Yogyakarta: LKis Group.

Darmojuwono, Setiawati. Pengertian Fungsi Bahasa - Modul (online) melalui http://repository.ut.ac.id/4255/1/BING4318-M1.pdf, diakses pada 15 Oktober 2023.

Jakobson, Roman. (1961) 1971. Linguistics and Communication Theory. Dalam Jakobson. R. Selected Writings II. The Hague: Mouton.

Mahsun. (2005). Metode Penelitian Bahasa Bahasa: Tahapan Strategi, Metode, dan Tekniknya. Jakarta: Rajawali Pers.

Muslich, Masnur. 2008. Tatabentuk Bahasa Indonesia, Kajian ke Arah Tatabahasa Deskriptif. Jakarta: Bumi Aksara.

Rahardi, Kunjana. 2005. Pragmatik: Kesantunan Imperatif Bahasa Indonesia. Jakarta: Erlangga.

Sugiyono. 2022. Wacana Iklan dalam Bahasa Indonesia (online) https://badanbahasa.kemdikbud.go.id/artikel-detail/843/wacana-iklan-dalam-bahasa-indonesia diakses pada 15 Oktober 2023.

Sutisna, (2001), Perilaku Pemirsa & Komunikasi Pemasaran. Rosda Karya: Bandung.

Widjono Hs. (2008). Bahasa Indonesia. Jakarta: Grasindo.

Downloads

Published

2024-05-22

How to Cite

Qodri Rinjani , A., Ekawati, M., & Eka Pradita, L. (2024). ANALISIS WACANA IKLAN AIR MINUM DALAM KEMASAN (AMDK) PADA KANAL YOUTUBE SEHATAQUA DAN LE MINERALE: TELAAH STRUKTUR DAN FUNGSI BAHASA. Jurnal Skripta, 10(1), 1–11. https://doi.org/10.31316/skripta.v10i1.5966

Issue

Vol. 10 No. 1 (2024): SKRIPTA MEI 2024

Section

Articles

Categories

License

Copyright (c) 2024 Jurnal Skripta

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

JURNAL SKRIPTA has chosen to apply the Creative Commons Attribution NonCommercial 4.0 License (CC BY-NC 4.0) to all manuscripts to be published. Authors who publish with this journal agree to the following terms.
  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.