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Adlina Nuryuni Putri
ANALISIS PENGGUNAAN KATA ASING DALAM PRODUK IKLAN COKELAT RITTER SPORT DI JERMAN = ANALYSIS ON THE USE OF FOREIGN WORDS IN RITTER SPORT?S CHOCOLATE ADVERTISEMENT IN GERMANY
"ABSTRAK
Iklan merupakan salah satu unsur penting dalam proses penjualan. Dalam pembuatannya, berbagai ide kreatif dari segi visual maupun bahasa yang digunakan sangatlah berpengaruh dalam proses pemasaran produk. Penggunaan bahasa yang persuasif dan kreatif serta memperhatikan target pasar seringkali ditemukan dalam iklan Jerman, khususnya dalam iklan produk cokelat Ritter Sport yang telah menjadi salah satu produk cokelat yang telah mendunia. Oleh karena itu, terkait dengan target pasar yang telah mencakup pasar internasional, tentu penggunaan kata asing atau fremdsprachiges Wort banyak ditemukan dalam iklan tersebut untuk mempertahankan eksistensinya di dunia internasional karena lebih mendunia.
Penelitian ini bertujuan untuk menjelaskan macam-macam pembentukan kata asing dan penggunaannya dalam iklan cokelat berbahasa Jerman. Penelitian ini merupakan penelitian kualitatif dengan metode deskriptif analisis sumber data yang digunakan dalam penelitian ini adalah poster yang diambil dari beberapa situs online.
Berdasarkan hasil penelitian, iklan produk cokelat Ritter Sport berbahasa Jerman tersebut menggunakan kata asing yang berfungsi sebagai alat pemasaran di dunia internasional karena kata asing yang digunakan merupakan kata asing yang sudah banyak dipahami masyarakat dunia.
ABSTRACT
Advertising is one of the essential elements in a product selling process . In its manufacture variopus creative ideas in terms of visual and the use of language have significant impact in the process of product marketing. Beside persuasive and creative use of language, the examination of target market is often found in German advertising, especially in Ritter Sport?s chocolate product advertising that in terms of chocolate products has become one of worldwide. To maintain the target market in international community, the use of foreign words or fremdsprachiges Wort has become significant to sustain its existence.
This research aims to describe various formation of foreign words and their usage in German speaking chocolate ads. The research method that is used in this research is qualitative which consists of descriptive analyse method through the gathering data process which are posters that taken from online sites sources.
The research result shows that Ritter Sport?s chocolate ads in Germany use foreign words for its marketing tool in the international community because those foreign words are basically known and understood by people around the world"
2016
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Chaeranny Rilinovia Amayuraj
Penggunaan kata asing dalam sepuluh iklan produk maskara berbahasa Jerman = The use of foreign words in ten of German speaking mascara advertisement
"[ ABSTRAK
Iklan merupakan salah satu unsur penting dalam proses penjualan. Dalam pembuatannya berbagai ide kreatif dari segi visual maupun bahasa yang digunakan sangatlah berpengaruh dalam proses pemasaran produk. Penggunaan bahasa yang persuasif dan kreatif serta memperhatikan target pasar seringkali ditemukan dalam iklan Jerman, khususnya dalam iklan produk maskara yang telah menjadi salah satu produk kosmetik yang telah mendunia karena hampir semua wanita di dunia menggunakan produk tersebut. Oleh karena itu, terkait dengan target pasar yang telah mencakup pasar internasional, tentu penggunaan kata asing atau fremdsprahiges Wort banyak ditemukan dalam iklan tersebut untuk mempertahankan eksistensinya di dunia internasional karena lebih mendunia. Penelitian ini bertujuan untuk menjelaskan macam-macam pembentukan kata asing dan penggunaannya dalam iklan maskara berbahasa Jerman. Penelitian ini merupakan penelitian kualitatif dengan metode deskriptif dengan sumber data yang digunakan dalam penelitian ini diambil dari beberapa situs online. Berdasarkan hasil penelitian, sepuluh iklan produk maskara berbahasa Jerman tersebut menggunakan kata asing yang berfungsi sebagai alat pemasaran di dunia internasional karena kata asing yang digunakan merupakan kata asing yang sudah banyak dipahami masyarakat dunia
ABSTRACTAdvertising is one of the essential elements in a product selling process . In its manufacture variopus creative ideas in terms of visual and the use of language have significant impact in the process of product marketing. Beside persuasive and creative use of language, the examination of target market is often found in German advertising, especially in mascara product advertising that in terms of cosmetic products has become one of worldwide cosmetic products since almost all women in the world use this product. To maintain the target market in international community, the use of foreign words or fremdsprahiges Wort has become significant to sustain its existence. This research aims to describe various formation of foreign words and their usage in German speaking mascara ads. The research method that is used in this research is qualitative which consists of descriptive method through the gathering data process that taken from online sites sources. The research result shows that ten of German ads use foreign words for its marketing tool in the international community because those foreign words are basically known and understood by people around the world.;dvertising is one of the essential elements in a product selling process . In its manufacture variopus creative ideas in terms of visual and the use of language have significant impact in the process of product marketing. Beside persuasive and creative use of language, the examination of target market is often found in German advertising, especially in mascara product advertising that in terms of cosmetic products has become one of worldwide cosmetic products since almost all women in the world use this product. To maintain the target market in international community, the use of foreign words or fremdsprahiges Wort has become significant to sustain its existence. This research aims to describe various formation of foreign words and their usage in German speaking mascara ads. The research method that is used in this research is qualitative which consists of descriptive method through the gathering data process that taken from online sites sources. The research result shows that ten of German ads use foreign words for its marketing tool in the international community because those foreign words are basically known and understood by people around the world., dvertising is one of the essential elements in a product selling process . In its manufacture variopus creative ideas in terms of visual and the use of language have significant impact in the process of product marketing. Beside persuasive and creative use of language, the examination of target market is often found in German advertising, especially in mascara product advertising that in terms of cosmetic products has become one of worldwide cosmetic products since almost all women in the world use this product. To maintain the target market in international community, the use of foreign words or fremdsprahiges Wort has become significant to sustain its existence. This research aims to describe various formation of foreign words and their usage in German speaking mascara ads. The research method that is used in this research is qualitative which consists of descriptive method through the gathering data process that taken from online sites sources. The research result shows that ten of German ads use foreign words for its marketing tool in the international community because those foreign words are basically known and understood by people around the world.]"
Depok: Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Stevany Natalia
Analisis penggunaan unsur-unsur pembangun iklan pada iklan produk audi di Jerman = Analysis of the use of ad elements of audi ad in Germany
"ABSTRAK
Iklan merupakan media yang digunakan untuk menyampaikan suatu pesan kepada masyarakat. Dalam membuat iklan, para pembuat iklan menggunakan unsur-unsur pembangun di dalamnya dan yang paling umum dan sering dijumpai adalah Headline dan Bildelemente. Makalah ini menganalisis tiga buah iklan Audi di Jerman. Metode yang digunakan dalam penelitian ini adalah metode analisis deskriptif dengan bersumber pada kajian pustaka. Tujuan analisis ini adalah untuk mengetahui unsur-unsur pembangun yang terdapat pada iklan dengan menggunakan teori dari Nina Janich. Hasil penelitian ini menunjukkan bahwa tidak semua unsur pembangun tersebut digunakan dalam iklan. Beberapa diantara unsur-unsur tersebut, ada yang selalu muncul dalam iklan, seperti Headline, Subheadline, Produktname dan Bildelement.
ABSTRACT
Advertising is one way to convey a message to the public. In creating ads, advertisers use the ad elements and the most common and often encountered are Headline and Visual Element. This paper analyzes three Audi advertisements in Germany. The method used in this research is descriptive analysis method which is sourced from literary review. The purpose of this analysis is to know the Ad elements used in Audi ad by using the theory of Nina Janich. The results of this study indicate that not all elements of the elements is used in advertising. Some of these elements are always present in advertisements, such as headline, subheadline, product name and visual element."
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2018
MK-Pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Yulfiani Suryati
Analisis Bahasa Iklan Sampo Garnier di Jerman Dilihat dari Penggunaan Hochwertwörter, Schlüsselwörter, dan Plastikwörter = Analysis on the advertisement language of Garnier shampoo ads in Germany based on the use of Hochwertwörter, Schlüsselwörter, & Plastikwörter
"[ ABSTRAK
Maraknya iklan-iklan produk perawatan rambut berbagai merek yang beredar di media massa memengaruhi para wanita dalam pengambilan keputusan mengenai merek sampo apa yang akan mereka gunakan. Di dalam makalah ini, saya meneliti bahasa iklan pada 10 iklan produk sampo Garnier di Jerman. Tujuan penelitian ini adalah untuk mempelajari bagaimana pilihan penggunaan kosa kata Hochwertwörter, Schlüsselwörter, dan Plastikwörter di dalam 10 teks iklan menjadikan iklan-iklan tersebut sebagai iklan yang menarik bagi target pasarnya. Berdasarkan analisis yang dilakukan, ditemukan bahwa setiap iklan menggunakan Schlüsselwörter untuk membentuk asosiasi positif para konsumen yang terkait langsung dengan produk, misalnya untuk menggambarkan hasil akhir atau menggambarkan kualitas bahan dasar produk tersebut dan penggunaan Hochwertwörter memberi nilai yang lebih terhadap produk tersebut. Plastikwörter cenderung digunakan untuk menggambarkan kualitas produk secara keseluruhan dan secara tidak langsung membangun citra sampo Garnier secara general.
ABSTRACT A large number of hair care product?s advertisements from different brands that are widely spread through mass media are affecting women?s decision about which shampoo that they?re going to use. In this paper, I have analysed advertisement language of 10 Garnier shampoo ads in Germany. The purpose of this research is to find out how the use of Hochwertwörter, Schlüsselwörter and Plastikwörter in those 10 ads makes them more interesting for their target market. The result of the analysis shows that each of advertisement uses Schlüsselwörter to create costumer?s positive associations which is directly related to the product, for example to describe the result we achieve when we use that product or to describe the quality of product composition and the use of Hochwertwörter will give more positive value to the product. Meanwhile, Plastikwörter have a tendency to represent the product quality in a more general way and indirectly improve the brand image.;A large number of hair care product?s advertisements from different brands that are widely spread through mass media are affecting women?s decision about which shampoo that they?re going to use. In this paper, I have analysed advertisement language of 10 Garnier shampoo ads in Germany. The purpose of this research is to find out how the use of Hochwertwörter, Schlüsselwörter and Plastikwörter in those 10 ads makes them more interesting for their target market. The result of the analysis shows that each of advertisement uses Schlüsselwörter to create costumer?s positive associations which is directly related to the product, for example to describe the result we achieve when we use that product or to describe the quality of product composition and the use of Hochwertwörter will give more positive value to the product. Meanwhile, Plastikwörter have a tendency to represent the product quality in a more general way and indirectly improve the brand image.;A large number of hair care product?s advertisements from different brands that are widely spread through mass media are affecting women?s decision about which shampoo that they?re going to use. In this paper, I have analysed advertisement language of 10 Garnier shampoo ads in Germany. The purpose of this research is to find out how the use of Hochwertwörter, Schlüsselwörter and Plastikwörter in those 10 ads makes them more interesting for their target market. The result of the analysis shows that each of advertisement uses Schlüsselwörter to create costumer?s positive associations which is directly related to the product, for example to describe the result we achieve when we use that product or to describe the quality of product composition and the use of Hochwertwörter will give more positive value to the product. Meanwhile, Plastikwörter have a tendency to represent the product quality in a more general way and indirectly improve the brand image., A large number of hair care product’s advertisements from different brands that are widely spread through mass media are affecting women’s decision about which shampoo that they’re going to use. In this paper, I have analysed advertisement language of 10 Garnier shampoo ads in Germany. The purpose of this research is to find out how the use of Hochwertwörter, Schlüsselwörter and Plastikwörter in those 10 ads makes them more interesting for their target market. The result of the analysis shows that each of advertisement uses Schlüsselwörter to create costumer’s positive associations which is directly related to the product, for example to describe the result we achieve when we use that product or to describe the quality of product composition and the use of Hochwertwörter will give more positive value to the product. Meanwhile, Plastikwörter have a tendency to represent the product quality in a more general way and indirectly improve the brand image.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
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UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Trisanti Arini
Analisis sembilan iklan ritter sport pemenang plakatvoting tahun 2014 tinjauan semantis = Analyses of 9 ritter sports winner plakatvoting advertisements in 2014 the study of semantic
"Headline dan gambar memiliki peran penting dalam pembuatan sebuah iklan. Melaui headline dan gambar pembaca dapat mengetahui pesan yang ingin disampaikan sebuah iklan. Dalam skripsi ini, saya menganalisis sembilan iklan pemenang Plakatvoting tahun 2014. Penelitian ini berfokus pada makna referensial dan makna afektif pada headline, jenis dan bentuk headline, dan hubungan semantis antara headline dengan gambar. Hasil penelitian menunjukkan bahwa bentuk & jenis, makna referensial dan afektif, juga hubungan semantis antara headline dengan gambar ditujukan untuk menambah nilai positif produk. Headline dan gambar pada sembilan iklan ini memiliki hubungan yang sangat erat karena bersifat saling melengkapi.
Headlines and pictures play an important role in the making of an advertisement. Readers will know the message behind the advertisement, through headlines and pictures. In this thesis, I analyze nine winner advertisements of Plakatvoting in 2014. The analyses focus on referential and affective meaning in headlines, types and forms of headlines, and semantic relations between headlines and pictures. The analyses showed that forms and types, referential and affective meaning, and semantic relations between headlines and pictures were used to add positive values of the products. Furthermore, there is a strong connection between the headlines and the pictures in these nine advertisements because each of them complements one another. advertisement, headline, picture, semantic. "
Depok: Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
S59728
UI - Skripsi Membership  Universitas Indonesia Library
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Margaretha Novirsta Sani
Analisis Perubahan Makna Kata dalam headline Iklan Machtsmit.de = Analysis of Change in the Meaning of Words in the Machtsmit.de Advertisement Headlines
"ABSTRAK
Beberapa iklan menggunakan headline yang dapat memudahkan pembaca untuk mengetahui pesan dari sebuah iklan. Pemilihan headline tidak terlepas dari pemilihan kata yang menarik serta keterkaitannya dengan gambar dalam iklan. Penggunaan kata pada headline, baik headline yang secara langsung maupun tidak langsung menyampaikan pesan iklan, tidak terlepas dari target iklan tersebut dan cenderung menggunakan kata yang memiliki makna berdasarkan konteks iklan tersebut. Oleh karena itu, sering ditemukan kata-kata pada headline iklan yang mengalami perubahan makna dan memiliki asosiasi dengan gambar dalam iklan tersebut. Dalam penelitian ini, penulis menganalisis enam iklan dalam laman Machtsmit.de. Penelitian ini berfokus pada perubahan makna kata pada headline iklan dan keterkaitan kata tersebut dengan gambar yang ditampilkan dalam iklan. Analisis iklan ini menunjukkan proses perubahan makna kata yang ada pada headline iklan dan peran gambar dalam menunjang pesan yang ingin disampaikan melalui headline dalam iklan. Perubahan makna yang ada dalam iklan terbagi dalam beberapa jenis yang sebagian besar iklan menunjukkan bentuk perluasan makna. Perubahan makna ini juga menunjukkan adanya keterkaitan antara kata dengan gambar yang ada dalam iklan.
ABSTRACT
Several advertisements use headlines which make the reader understand the message behind the advertisements easier. The Selection of headline is inseperable from the selection of interesting word and the interrelation the picture in the advertisements. The use of the word in the headline, either the direct or indirect headline conveys advertising messages, can not be separated from the target the advertisements, and it tends to use words that have meanings based on the context of the advertisement. Therefore, it is often found the words in the advertisement headlines change the meaning and have an association with the image in the advertisement. In this thesis, the author analyze six advertisements in website Machtsmit.de. The analyses focus on the change of meaning of the words in Machsmit.de advertisements. This advertisement analysis shows the process of changing about the meaning of words in the headline and the role of images that supports the message to be conveyed by the headline in the advertisements. The change of meaning in the advertisement is divided into several types which most of them show the extension meanings. The change of meaning also indicates the relation between the words with images in the advertisements."
2016
MK-pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Astari Mathilda Admiranti
Analisis semiotik pada iklan produk ramah lingkungan di Jerman tahun 2013-2015 = Semiotic analysis in eco friendly product advertisement in Germany 2013-2015 / Astari Mathilda Admiranti
"ABSTRAK
Kerusakan lingkungan sebagai dampak dari perkembangan industri memunculkan isu mengenai lingkungan, oleh karena itu banyak perusahaan yang memasarkan produknya dengan label ramah lingkungan. Penelitian ini bertujuan untuk mengetahui bagaimana iklan produk ramah lingkungan digunakan untuk menarik minat konsumen. Teori semiotik dan metode analisis-deskriptif digunakan dalam meneliti tiga iklan, yaitu iklan oleh ERDGAS, E.ON, dan Fischer Appelt. Hasil penelitian menunjukkan bahwa penggunaan slogan ‘energi ramah lingkungan’ pada iklan digunakan untuk membentuk citra perusahaan yang peduli akan lingkungan sekaligus alat promosi agar perusahaan mendapat banyak profit.
ABSTRACT
Environmental degradation as the result of industrial development raises environmental issues, therefore many companies market their products with eco-friendly label. This study is intended to find out the use of eco-friendly product advertisement in attracting consumer. Semiotic theories and analytic-descriptive methods are used to investigate three different advertisements by ERDGAS, E.ON, and Fischer Appelt. The result of this study shows that the use of ‘green energy’ catchphrase is used by companies to form their eco-minded images and also as a promotional tool in order to get high profits."
Depok: [Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, ], 2016
MK-pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Sarah Mutiah
Analisis kata-kata jugendsprache bermakna vulgar dalam lagu hip-hop Jerman = Analysis of vulgar jugendsprache words in Germany's hip-hop songs and their change of meanings
"Jurnal ini membahas analisis kata-kata Jugendsprache bermakna vulgar dalam lagu hip-hop Jerman beserta perubahan maknanya. Penelitian difokuskan pada kata-kata vulgar Jugendsprache yang bermakna bersetubuh. Melalui metode penelitian kualitatif dan studi kepustakaan, didapatkan hasil bahwa kata-kata vulgar Jugendsprache yang bermakna bersetubuh berasal dari kata yang awalnya berarti memukul berkali-kali dan bergerak teratur secara berulang-ulang. Perubahan makna terjadi karena konsep yang ada di kepala seseorang ketika mendengar istilah memukul berkali-kali dan bergerak teratur secara berulang-ulang adalah karena aktifitas tersebut terlihat seperti aktifitas ketika sedang bersetubuh. Namun, perubahan makna ini tidak akan terjadi apabila kata-kata bermakna bersetubuh tersebut tidak dipadankan dengan kata lain yang bermakna peyoratif.
This journal discusses the analysis of vulgar Jugendsprache words meaning intercourse in Germany’s hip-hop songs and their change of meanings. The study focused on vulgar words in Jugendsprache meaning intercourse. Through qualitative research methods and literature study, the vulgar words in Jugendsprache meaning intercourse comes from a word that originally meant hitting repeatedly. Change of meanings happens because the concept in someone's head when they hear the term hit repeatedly and regularly move repeatedly is intercourse. However, changes of meanings will not happen if the words are not paired with any other word with pejorative meaning."
Depok: Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2016
MK-Pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Sheila Faradina Putri
Analisis unsur bahasa asing dalam iklan vespa jerman = Analysis of foreign language usage in german vespa advertisements
"Sejak beberapa abad yang lalu, iklan sudah digunakan untuk membeli dan menjual barang. Ragam media periklanan dibagi menjadi dua, yaitu iklan lini-atas (above-the-line) dan iklan lini-bawah (below-the-line). Iklan above-theline mencakup media massa (koran dan majalah), radio, televisi, lembaga jasa iklan luar-ruang (outdoor) dan sinema/bioskop. Iklan below-the-line mencakup directmail, pameran-pameran, perangkat peragaan di tempat penjualan langsung (point of sales), serta selebaran pengumuman penjualan dan berbagai media lainnya. Jenis iklan-iklan yang akan diteliti adalah iklan yang masuk ke dalam kategori iklan lini atas, yakni iklan koran dan majalah. Iklan cetak yang akan diteliti adalah enam iklan dari tahun 1950-an hingga 1980-an. Tujuan dari penelitian ini adalah untuk mengetahui jenis kata asing yang digunakan dalam bahasa iklan dan perkembangan seberapa sering penggunaannya dari tahun ke tahun. Hasil dari penelitian ini yang diperoleh adalah bahwa penggunaan kata asing dalam iklan semakin sering digunakan seiring berjalannya waktu.
From many centuries ago, advertisements has been utilized as a medium for bartering practice and since then, developed into a trading system of buying and selling items. There are two types of advertisements, which are above-the-line and below-the-line. Above-the-line advertisements consist of mass media, such as newspapers and magazines, radios, televisions, outdoor advertising agencies and cinemas. Below-the-line advertisments includes direct mail, exhibitions, demonstrations on the spot (at the point of sales), as well as fliers. The six following advertisements that are to be analyzed are categorized as above-the-line advertisements and are from the 60's to 90's. The purpose of this research is to observe the types and frequency of foreign words used in said advertisements per decade. The result of this research is that the usage of foreign words in a German Vespa advertisement has increased over the years."
Depok: Fakultas Ilmu Pengetahuan Budaya Universitas Indonesia;, 2014
MK-Pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Ericha Mediyanti
Analisis penggunaan teori rhetorik in der werbung dalam iklan produk Adidas di Jerman = Analyse of usage of rhetorik in der werbung theory in the advertisements of adidas products in Germany
"[ ABSTRAK
Rhetorik in der Werbung atau Retorika dalam iklan adalah penggunaan bahasa yang menyimpang dari kaidah
bahasa baku baik secara semantik maupun leksikal. Penggunaan variasi bahasa tersebut dalam iklan dibentuk
sedemikian 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 ini
adalah 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 yang
efektif (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 bahasa
Jerman yang baik dan benar. Meskipun begitu terkadang kesalahan aturan bahasa tersebut digunakan pembuat
iklan 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.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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