Hasil Pencarian  ::  Simpan CSV :: Kembali

"Iklan adalah suatu bentuk informasi yang isinya berupa pesan tentang sebuah produk atau jasa untuk mendorong masyarakat sehingga menjadi tertarik menggunakan produk atau jasa yang ditawarkan. Salah satu cara agar iklan tersebut menjadi efektif adalah menggunakan gaya bahasa yang tepat dan tokoh masyarakat seperti atlit olahraga nasional yang dilakukan oleh Nutella dalam iklan kampanye yang bertajuk Hast dus drauf?. Penelitian ini bertujuan untuk mendeskripsikan gaya bahasa, jenis kalimat, dan bentuk kalimat yang digunakan pada iklan televisi Nutella di Jerman pada tahun 2008 hingga 2011. Hasil dari penelitian ini menunjukkan bahwa jenis kalimat yang sering muncul adalah kalimat pernyataan dan bentuk kalimat yang sering muncul adalah kalimat sederhana. Gaya bahasa yang paling sering digunakan adalah gaya bahasa ellipsis yang digunakan sebanyak enam kali. Penggunaan gaya Bahasa ellipsis dalam iklan ini memiliki tujuan keekonomisan bahasa, namun dapat pesan yang terkandung di dalam iklan tetap dapat tersampaikan. Gaya bahasa lain yang muncul adalah gaya bahasa metafora, hiperbola, geminasi, dan metonimia.

---

Advertising is a form of information whose content is a message about a product or service to encourage the community to become interested in using the product or service offered. One way to make these ads effective is to use appropriate language styles and community leaders such as national sports athletes conducted by Nutella in campaign advertisements titled Hast dus drauf?. This study aims to describe the language style, type of sentence, and sentence form used in Nutella television advertisements in Germany from 2008 to 2011.

The results of this study indicate that the types of sentences that often appear are statement sentences and sentence forms that often appear are sentences simple. The most frequently used language style is the ellipsis language style used six times. The use of the ellipsis Language style in this advertisement has the language economic goals, but can the message contained in the advertisement still be conveyed. Other language styles that emerge are the styles of metaphor, hyperbole, resonance, and metonymy."

"Iklan merupakan salah cara untuk menyampaikan suatu pesan kepada khalayak sebagai sasaran iklan. Sasaran iklan bisa berbeda-beda tergantung di mana iklan tersebut dipublikasikan. Perusahaan global sering kali mempublikasikan iklannya di banyak negara, seperti Jerman dan Indonesia, seperti yang dilakukan oleh perusahaan Unilever melalui produk Dove. Meskipun konten iklan dibuat sama, namun gaya bahasa yang digunakan di setiap negara dapat berbeda, disebabkan oleh perbedaan kebudayaan. Metode yang digunakan dalam penelitian adalah metode kualitatif dengan bersumber pada kajian pustaka. Hal yang dianalisis dalam iklan adalah kalimat-kalimat pada headline ditinjau dari segi sintaksis dan semantis serta dibandingkan antara iklan Jerman dan iklan Indonesia. Berdasarkan hasil penelitian, kalimat dalam iklan Indonesia cenderung lebih singkat dan bermakna apa adanya, sedangkan dalam iklan Jerman sering ditampilkan variasi kata yang berupa frase sehingga memiliki beragam makna.

---

Advertising is one way to convey a message to a target audience. Target ads can vary depending on where the ad is published. Global companies often publish ads in many countries, such as Germany and Indonesia, as is done by the company Unilever through Dove products. Although the ad contents are similarly created, but the language style which is used in each country may differ, due to cultural differences.

The method used in this research is a qualitative method which is from literary review. This research is being analyzed by an analyzing the headline sentences in each ad in terms of syntactic and semantic and comparing them between German and Indonesian ad.

Based on the research results, the sentence in Indonesian ads tend to be brief and often only have the referential meaning, while in german ads the sentences are often displayed in the form of and word variations that has multiple meanings."

"Iklan merupakan salah satu unsur penting dalam proses penjualan. Berbagai ide kreatif dalam pembuatan iklan sangat dibutuhkan, tidak hanya dalam bidang visual, melainkan juga dalam bidang bahasa. Penggunaan bahasa mengandung unsur persuasif yang kreatif selalu ditemukan dalam iklan Jerman, khususnya dalam iklan air mineral, salah satu bahan pangan yang dikonsumsi masyarakat Jerman sehari-hari. Keterampilan berbahasa atau unsur retorik dalam iklan air minum menjadi perhatian utama dalam menciptakan iklan yang mudah dipahami dan menarik minat konsumen. Penelitian ini bertujuan untuk menjelaskan bentuk-bentuk alat retorika yang terdapat di dalam iklan air minum dan fungsi dari penggunaan alat retorika tersebut. Metode yang digunakan dalam penelitian ini adalah metode deskriptif yang bersumber pada kajian pustaka. Hal yang dianalisis dalam penelitian ini adalah bentuk-bentuk alat retorika yang sering muncul pada iklan air mineral dan menjelaskan fungsinya dalam teks. Berdasarkan hasil penelitian, semua iklan air mineral menggunakan alat retorika. Iklan berfungsi sebagai kalimat persuasif. Alat retorika di dalam iklan digunakan untuk menarik perhatian pembaca sebagai target konsumen dan mendorong agar membeli produk air mineral.

---

Advertising is one of the essential element in the process of selling. A variety of creative ideas in the ad creation is urgently needed, not only in the visual field, but also in the field of languages. The use of languages contain elements of persuasive and creative always found in Germany, especially in commercials advertising of mineral water, one of the foodstuff which consumed daily of german society. Proficiency or elements of rhetoric in advertising of mineral water naturally become a major concern in creating ads that are easy to understand and the interests of consumers. Thus, this research aims to clarify the forms of rhetorical figure that contained in mineral water advertisement and the function of rhetoric of the sentence usage. The methods used in this research is descriptive method which is sourced in the literature review. The analyzed in this research are the forms of rhetorical figure that appear on mineral water advertisement and explain their function in the text. According to the research, most of all mineral water advertisement use rhetorical figure. Advertising serves as a persuasive sentence. Rhetorical figure serves to attract the reader's attention as a target of consumers and encourage purchase products of mineral water."

"[ ABSTRAKRhetorik in der Werbung atau Retorika dalam iklan adalah penggunaan bahasa yang menyimpang dari kaidahbahasa baku baik secara semantik maupun leksikal. Penggunaan variasi bahasa tersebut dalam iklan dibentuksedemikian rupa agar publik memiliki rasa ketertarikan dan terdorong untuk membeli produk yang ditawarkan.Analisis teori retorika dalam jurnal ini menggunakan enam contoh iklan Adidas di Jerman. Tujuan analisis iniadalah untuk mempelajari tahapan penggunaan teori retorika apa saja yang terdapat pada keenam iklan Adidas .Tahapan tersebut diantaranya adalah pengumpulan tema yang sesuai (invention), penyusunan argumen yangefektif (disposition), bentuk kebahasaan (elocution), penggunaan kata dan gambar yang mudah dihafal(memoria), bentuk ekspresi dalam gambar (actio), kualitas bahasa (elucio), hingga estetika bahasa (ornatus).Berdasarkan analisis yang dilakukan, ditemukan bahwa tidak semua iklan memenuhi setiap tahapan retorika.Tahapan yang paling banyak tidak terpenuhi adalah unsur kualitas bahasa, khususnya dalam penggunaan bahasaJerman yang baik dan benar. Meskipun begitu terkadang kesalahan aturan bahasa tersebut digunakan pembuatiklan sebagai salah satu daya tarik iklan terhadap publik.

---

ABSTRACT Rhetorik in der Werbung or rhetoric in advertisement is the use of language that deviates from the rules of

standard language both semantic and lexical. The use of such language in the advertisement variation is formed

in a way that the public has a sense of interest and compelled to buy the products. Analysis of rhetoric theory in

this journal is using six samples of Adidas advertisements in Germany. The purpose of this analysis is to study

the stages of rhetoric theory which contained in the Adidas advertisements. These stages include the collecting

of appropriate theme (invention), the preparation of an effective argument (disposition), linguistic form

(elocution), the use of words and images that are easily memorized (memoria), a form of expression in the

picture (actio), the quality of the language (elucio), and the aesthetic of language (ornatus). Based on the

analysis, it was found that not all of these advertisements fulfill every stage of rhetoric. The stage that most

widely unfulfilled is quality of language, especially in the use of propered German language. Even so sometimes

those mistake is used by the advertisement makers as a point to attract public attention.;Rhetorik in der Werbung or rhetoric in advertisement is the use of language that deviates from the rules of

standard language both semantic and lexical. The use of such language in the advertisement variation is formed

in a way that the public has a sense of interest and compelled to buy the products. Analysis of rhetoric theory in

this journal is using six samples of Adidas advertisements in Germany. The purpose of this analysis is to study

the stages of rhetoric theory which contained in the Adidas advertisements. These stages include the collecting

of appropriate theme (invention), the preparation of an effective argument (disposition), linguistic form

(elocution), the use of words and images that are easily memorized (memoria), a form of expression in the

picture (actio), the quality of the language (elucio), and the aesthetic of language (ornatus). Based on the

analysis, it was found that not all of these advertisements fulfill every stage of rhetoric. The stage that most

widely unfulfilled is quality of language, especially in the use of propered German language. Even so sometimes

those mistake is used by the advertisement makers as a point to attract public attention., Rhetorik in der Werbung or rhetoric in advertisement is the use of language that deviates from the rules of

standard language both semantic and lexical. The use of such language in the advertisement variation is formed

in a way that the public has a sense of interest and compelled to buy the products. Analysis of rhetoric theory in

this journal is using six samples of Adidas advertisements in Germany. The purpose of this analysis is to study

the stages of rhetoric theory which contained in the Adidas advertisements. These stages include the collecting

of appropriate theme (invention), the preparation of an effective argument (disposition), linguistic form

(elocution), the use of words and images that are easily memorized (memoria), a form of expression in the

picture (actio), the quality of the language (elucio), and the aesthetic of language (ornatus). Based on the

analysis, it was found that not all of these advertisements fulfill every stage of rhetoric. The stage that most

widely unfulfilled is quality of language, especially in the use of propered German language. Even so sometimes

those mistake is used by the advertisement makers as a point to attract public attention.]"