ANALISIS WACANA IKLAN MAKANAN DAN MINUMAN PADA TELEVISI BERDASARKAN STRUKTUR DAN FUNGSI BAHASA

Authors

  • Musaffak Musaffak Fakultas Keguruan dan Ilmu Pendidikan Universitas Muhammadiyah Malang

DOI:

https://doi.org/10.22219/kembara.v1i2.2618

Abstract

Abstrak: Penelitian ini mendeskripsikan struktur serta fungsi iklan makanan dan minuman pada televisi. Penelitian ini menggunakan pendekatan analisis wacana, jenis penelitian ini adalah kualitatif. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif. Sumber data penelitian ini berupa iklan makanan dan minuman pada televisi yang mana di dalamnya terdapat struktur dan fungsi bahasa iklan. Data penelitian ini berupa kata, frasa, klausa, dan kalimat dalam iklan makanan dan minuman di televisi. Hasil penelitian menggambarkan (1) struktur iklan makanan dan minuman pada televisi terdiri atas (a) butir utama, (b) butir penjelas, dan (c) butir penutup. (2) fungsi bahasa yang terdapat dalam iklan produk makanan dan minuman pada televisi meliputi: (a) fungsi informasi, (b) fungsi persuasif,dan (c) fungsi membangun citra untuk membentuk citra positif produk pada calon konsumen.

Kata kunci: analisis wacana, wacana lisan, iklan

Abstract: This study aimed to describe the structure and function of food and beverage advertising on television. This qualitative study used a discourse analysis approach with method descriptive analysis. This research data were words, phrases, clauses, and sentences in food and beverage advertising on television. The source of the data was the advertisement of food and beverage on television which contain the structure and function of advertising language. The research results showed that: (1) the structure of food and beverage advertising on television consisted of (a) main idea, (b) supporting ideas, and (c) concluding remark; (2) the function of the language used in food and beverage advertising on television included: (a) the informative functions, (b) persuasive function, and (c) positive image building function for potential consumers.

Keywords: discourse analysis, oral discourse, advertisement

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Published

2015-10-17

How to Cite

Musaffak, M. (2015). ANALISIS WACANA IKLAN MAKANAN DAN MINUMAN PADA TELEVISI BERDASARKAN STRUKTUR DAN FUNGSI BAHASA. KEMBARA: Jurnal Keilmuan Bahasa, Sastra, Dan Pengajarannya, 1(2), 224–232. https://doi.org/10.22219/kembara.v1i2.2618

Issue

Vol. 1 No. 2 (2015): Oktober

Section

Editorial Informations

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