MAKNA KONSEPTUAL DAN MAKNA ASOSIATIF NARASI IKLAN ROKOK DI TELEVISI
DOI:
https://doi.org/10.30872/jbssb.v4i2.2705Keywords:
semantics, narratives, cigarette advertisementsAbstract
The purpose of this study is to describe the conceptual and associative meanings of cigarette advertising narratives on television. Research conducted in this research is descriptive qualitative research and includes library research. The data collection technique used is the listening technique which discusses the skill of engaging in engaging, recording techniques, and note taking techniques. The data analysis technique used is the basic PUP technique used to understand associative and conceptual meanings in each clause in the narrative of cigarette advertisements on television. From the results of the study found seven advertisements. From the seven narratives, it has been divided into several parts to form clauses, phrases and sentences so that 35 data are obtained which are then described based on conceptual and associative meanings. The embodiment of conceptual meaning in cigarette advertisement narratives on television consists of seven narratives that contain conceptual meanings, namely (1) A Mild Version of the Cigarette Ad Function takes 14 words; (2) Define Your Style (Make Possible) Version of the advertisement of the Dunhil Cigarette is 22 words; (3) Surya Pro Mild (We are Stonger) cigarette ad captures 10 words; (4) Sampoerna U Bold Filter (five-rain rain) ad protector; (5) Lightweight Cigarette Ads (Pure Taste) arrested 12 words; (6) White & Black version of the Malboro Mild Black Cigarette Ad in 15 words; and (7) the successful version of Wismilak Diplomat Cigarette Ad won 22 words. The embodiment of associative meaning in cigarette advertisement narratives on television consists of seven narratives that contain associative meanings, namely (1) A Mild Version of Advertisements A Function of Cigarettes takes 12 words; (2) Dunhil Cigarette Advertisement Version Define Your Style (Make Possible) A combination of 8 words; (3) Surya Pro Mild (Kami Stonger) Cigarette Ad catches three words; (4) Sampoerna U Bold Filter (Rain Water Only) Cigarette Advertising; (5) Lightweight Cigarette Ads (Pure Taste) like five words; (6) White & Black version of the Malboro Black and Black Cigarette Advertisement four-word donation; and (7) the successful version of the Wismilak Diplomat Cigarette Ad seizes freedom of words.
References
Aminuddin. 2008. Semantik. Bandung: Sinar Baru.
Chaer, Abdul. 2009. Sintaksis Bahasa Indonesia (Pendekatan Proses). Jakarta: Rineka Cipta.
Dola, Abdullah. 2010. Tataran Sintaksis dalam Gramatika Bahasa Indonesia. Makassar: Badan Penerbit UNM.
Durianto, Darmaji. 2003. Invasi Pasar dengan Iklan yang Efektif. Jakarta: Gramedia Pustaka Utama.
Fajriani, Nulla 2016. “Analisis Makna Slogan Iklan Rokok di Kota Mataram”. Skripsi Sarjana Pendidikan Sastra Indonesia Fakultas Keguruan dan Ilmu Pendidikan Universitas Mataram. http://eprints.unram.ac.id/3019 (diunduh 3 Januari 2018).
Kemal, Isthifa. 2013. “Makna Kontekstual Bahasa Iklan Rokok di Televisi” dalam Visipena, Vol 4, No.1 (2013) http://visipena.stkipgetsempena.ac.id/home/article/view/47 (diunduh 23 Januari 2018).
Keraf, Gorys. 2000. Argumentasi dan Narasi. Jakarta: Gramedia.
Kridalaksana, Harimurti. 2001. Kamus Linguistik. Jakarta: Gramedia.
Soemanto, Wasty. 2006. Pedoman Teknik Penulisan Skripsi: Karya Ilmiah. Jakarta: Bumi Aksara.
Sudaryanto. 2015. Metode dan Aneka Teknik Analisis Bahasa: Pengantar Penelitian Wahana Kebudayaan secara Linguistis. Yogyakarta: Sanata Dharma University Press.
Suhardi. 2015. Dasar-Dasar Ilmu Semantik. Yogyakarta: Ar-Ruzz Media.
Suwandi, Sarwiji. 2011. Semantik Pengantar Kajian Makna. Yogyakarta: Media Perkasa.
Tarigan, Hendry Guntur. 2009. Pengajaran Sintaksis. Bandung: Angkasa.
Tinarbuko, Sumbo. 2007. Semiotika Iklan Sosial (Bagian I). Yogyakarta: Jalasutra.
Ullman, Stephen. 2014. Pengantar Semantik. Diterjemahkan dalam Bahasa Indonesia oleh Sumarsono. Yogyakarta: Pustaka Pelajar.
Wijana, I Dewa Putu. 2011. Semantik Teori dan Analisis. Surakarta: Yuma Pustaka.
Downloads
Published
Issue
Section
License
Every work in Ilmu Budaya: Jurnal Bahasa, Sastra, Seni, dan Budaya is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
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 acknowledgement of the work's authorship and initial publication in this journal.
- Authors can 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 acknowledgement 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 (See The Effect of Open Access).
