AN ANALYSIS OF LEXICOGRAMMATICAL FEATURES USED IN FIVE STARS HOTEL WEBSITE ADVERTISEMENTS IN BALI

Abstract

Tujuan dari penelitian ini ialah untuk (1) mengidentifikasi penggunaan ciri-ciri leksikogramatika yang ada pada iklan situs web hotel bintang lima di Bali, dan (2) menemukan persamaan serta perbedaan diantara iklan situs web hotel bintang lima di Bali terkait dengan ciri-ciri leksikogramatika. Data dalam penelitian ini berupa teks yang dikumpulkan dan diseleksi dari sepuluh iklan situs web hotel termasuk spa dan resor bintang lima di Bali. Data tersebut dianalisa secara deskriptif menggunakan kerangka Halliday dan Matthiessen. Hasil penelitian menunjukkan bahwa dalam ranah sistem transitivitas, proses material mendominasi di setiap iklan situs web hotel bintang lima di Bali yang telah terseleksi, diikuti dengan proses relasional. Hasil dari analisis unsur sirkumstansial menunjukkan bahwa sirkumstansi lokasi merupakan unsur sirkumstansial yang paling sering muncul. Sedangkan, dalam ranah sistem mode, tipe mode deklarasi mendominasi kalimat-kalimat di setiap iklan situs web hotel bintang lima di Bali yang telah terseleksi. Lebih jauh lagi, ada pula tipe mode suruhan yang ditemukan pada sepuluh iklan situs web hotel bintang lima di Bali tersebut. Secara mengkhusus, terdapat banyak modal verbal yang ditemukan iklan-iklan tersebut. Hasil penelitian ini mengindikasikan bahwa kesepuluh iklan situs web hotel bintang lima di Bali tersebut secara menciri bertujuan untuk menginformasikan, menuntun, mengingatkan dan juga membujuk para pembaca yang dalam hal ini adalah para tamu hotel.
Kata Kunci : unsur-unsur leksikogramatika, situs web hotel, iklan

This study aimed at (1) identifying the use of lexicogrammatical features in five stars hotel website advertisements in Bali, and (2) finding out the similarities and the differences among the five stars hotel website advertisements in Bali in terms of lexicogrammatical features. The study involved ten selected five stars hotel website advertisements in Bali. The data were in the forms of texts collected from the ten five stars hotels including resort and spa website advertisements in Bali. The data were analyzed descriptively through Hallidays and Matthiessens framework, specifically focusing on transitivity system and mood system. The result showed that, in terms of transitivity system, material processes seemed dominated in every selected website advertisement, followed by relational processes. The result of circumstantial elements analysis showed that circumstances of location was the most frequent circumstantial element. Meanwhile, in terms of mood system, declarative mood types dominated in every selected five stars hotel website advertisement in Bali. Moreover, there were imperatives found on the ten selected hotel website advertisement. Specifically, there were numerous modal verbs found in the advertisements. The result of this study indicated that the ten selected five stars hotel website advertisements were characteristically meant to inform, guide, remind, as well as persuade the readers who were the hotels guests.
keyword : lexicogrammatical features, hotel website, advertisement