BENTUK DAN FUNGSI TINDAK TUTUR SLOGAN VARIAN IKLAN POND’S DI TELEVISI SWASTA
DOI:
https://doi.org/10.23887/jjpbs.v3i1.5414Abstract
Penelitian ini bertujuan untuk (1) mendeskripsikan bentuk tindak tutur slogan varian iklan Pond’s di televisi swasta, dan (2) mendeskripsikan fungsi tindak tutur slogan varian iklan Pond’s di televisi swasta. Penelitian ini menggunakan rancangan deskriptif kualitatif. Subjek penelitian ini adalah slogan varian iklan Pond’s. Objek penelitian ini adalah bentuk dan fungsi tindak tutur pada slogan varian iklan Pond’s. Metode yang digunakan untuk mengumpulkan data adalah metode simak dengan teknik dasar yaitu teknik sadap dan teknik lanjutan yaitu teknik simak bebas libat cakap (SBLC), teknik rekam dan catat. Analisis data dalam penelitian ini menggunakan metode padan dengan teknik dasar yaitu teknik pilah unsur penentu (PUP). Hasil penelitian ini menunjukkan bahwa dari 20 slogan iklan yang diteliti, 18 slogan mengandung bentuk tindak tutur deklaratif tidak langsung dan 2 slogan mengandung bentuk tindak tutur imperatif. Dari 20 slogan yang diteliti, 18 slogan mengandung fungsi tindak tutur komisif dan 2 slogan mengandung fungsi tindak tutur direktif. Hal ini berarti bentuk tindak tutur slogan yang dominan adalah deklaratif tidak langsung. Fungsi tindak tutur yang dominan adalah komisif.Kata Kunci : tindak tutur, slogan, iklan, Pond’s
The purposes of this study are (1) to describe the form of tag line Pond’s advertising variants speech act in Indonesian private television, and (2) to descibe the function of tag line Pond’s advertising variants speech act in Indonesian private television. This study uses descriptive qualitative design. The subject of this study is Pond’s advertising tag line. The object of this study is the form and the function of tag line Pond’s advertising variants speech act. The method that used in collecting data were listening method that refer to the basic data of tapping techniques and advanced techniques of ably involved free tapping techniques, records and record techniques. Analysis of the data in this study used unified method that refer to the basic data of element decisive sorting techniques. The results showed that of the 20 studied advertising slogan, 18 of slogan contained indirect declarative form of speech act and 2 slogan contained imperative form of speech act. Of the 20 studied advertising slogan, 18 of slogan contained commissive function of speech act and 2 slogan cantained directive function of speech act. This means that the form of dominant tag line speech act was indirect declarative. The function of dominant speech act was commissive.
keyword : speech act, tag line, advertising, Pond’s
Published
2015-07-23
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