ANALISIS IMPLIKATUR DALAM WACANA IKLAN DI STASIUN TELEVISI SWASTA

Siallagan, Siska Christina (2013) ANALISIS IMPLIKATUR DALAM WACANA IKLAN DI STASIUN TELEVISI SWASTA. Undergraduate thesis, UNIMED.

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Abstract

Iklan merupakan salah satu sarana penyampaian informasi tentang suatu produk oleh produsen kepada khalayak konsumen dengan cara-cara kreatif melalui media tertentu, salah satunya melalui media televisi. Tujuan disampaikannya informasi tersebut kepada khalayak konsumen adalah untuk mengajak dan mempengaruhi konsumen agar menggunakan produk tersebut. Oleh sebab itu, iklan haruslah menarik dan unik, baik dari segi visual mau pun dari segi bahasa dengan harapan iklan tersebut mudah diingat oleh konsumen. Salah satu teknik untuk menciptakan iklan yang menarik dan unik adalah dengan penggunaan implikatur. Implikatur merupakan makna yang mungkin dimaksudkan atau disarankan penutur yang bukan merupakan bagian dari apa yang dituturkan dan disimpulkan oleh mitra tutur melalui penafsiran. Karena sifatnya yang tersirat, implikatur sulit untuk dipahami tanpa melakukan penafsiran terhadap ujaran yang disampaikan.Penelitian ini merupakan penelitian deskriptif kualitatif. Tujuan dilakukannya penelitian ini adalah untuk mengetahui implikatur yang terdapat dalam wacana iklan di stasiun televisi swasta. Data penelitian diperoleh dengan cara merekam iklan-iklan di stasiun televisi swasta. Ada pun objek yang diteliti adalah implikatur dalam wacana iklan di stasiun televisi swasta, sedangkan datanya adalah ujaran-ujaran dan konteks yang mengikat ujaran dalam wacana iklan tersebut. Subjek penelitian adalah tokoh-tokoh dalam iklan. Implikatur dalam wacana iklan di televisi ini dianalisis berdasarkan bahasa verbal, bahasa non-verbal, dan konteks situasi yang ada dalam wacana iklan televisi.Hasil penelitian menunjukkan bahwa implikatur yang terdapat dalam wacana iklan televisi pada umumnya mengandung informasi tentang masalah yang sering dihadapi oleh masyarakat umum dan solusi untuk masalah tersebut. Tujuan utama penggambaran masalah yang dihadapi masyarakat dan penawaran solusi untuk masalah tersebut adalah mempengaruhi konsumen agar menggunakan produk yang ditawarkan. Permasalahan dan solusi tersebut dirangkum dalam satu wacana yang singkat. Oleh sebab itu, penggunaan implikatur selain untuk menciptakan bahasa yang mudah diingat juga dimaksudkan untuk merangkum masalah, solusi, dan keunggulan sekaligus dalam satu wacana yang singkat

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorMursini, 196211281988032002
Call Number: 401.41 Sia a
Keywords: Implikatur; Iklan; Jenis-jenis; Media; Bahasa; Wacana iklan; Televisi.
Subjects: P Language and Literature > PL Languages and literatures of Eastern Asia, Africa, Oceania > PL5051 Malayan (Indonesia) languages
P Language and Literature > PN Literature (General) > PN4699 Journalism. The periodical press, etc. > PN4775 Technique. Practical journalism
Divisions: Fakultas Bahasa dan Seni > Sastra Indonesia
Depositing User: Mrs Gusti Lisa Utami
Date Deposited: 02 Sep 2016 04:13
URI: http://digilib.unimed.ac.id/id/eprint/16741

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