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"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.

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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."

"Penelitian ini bertujuan untuk menganalis penggunaan Hochwertwӧrter, Schlüsselwӧrter dan Plastikwӧrter yang terdapat dalam sepuluh iklan laptop di Jerman. Penelitian ini mengunakan metode kualitatif yang bersumber pada kajian pustaka. Analisis pada penelitian ini menggunakan dasar pemikiran Nina Janich. Berdasarkan hasil penelitian ini, diketahui bahwa dalam sepuluh iklan Laptop di Jerman ternyata banyak iklan yang menggunakan Schlüsselwörter. Kata Schlüsselwörter digunakan agar kata sifat dapat membentuk bayangan kualitas ataupun janji-janji dari suatu produk laptop sehingga para konsumen dapat terpuaskan dengan produk yang akan dibeli.

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The purpose of this research is to analyze the usage of Hochwertwӧrter, Schlüsselwӧrter and Plastikwӧrter in 10 German Laptop advertisements. This research uses qualitative method with references as the source. The analysis in this research uses the theory from Nina Janich. Based on this research, it was found out that out of the 10 advertisements, there are more advertisements which use Schlüsselwörter than Hochwertwörter and Plastikwörter. The word Schlüsselwörter is used to make the consumers can get a quality estimation or the promises from a certain product through the adjectives used, and they will be satisfied with the products they are going to purchase."

"[ ABSTRAK Tujuan penelitian ini adalah untuk menganalisis penggunaan Fremdsprache ataubahasa asing khususnya pada 10 iklan komputer produk Apple, ASUS dan DELLdi Jerman. Analisis iklan ini menggunakan teori Fremdsprachige Elemente inWerbesprache. Berdasarkan hasil analisis kata yang berasal dari bahasa Inggrispaling banyak ditemukan dalam iklan komputer tersebut. Namun, banyak jugaditemukan penggunaan kata asing yang berasal dari bahasa lain, seperti bahasalatin, Italia dan Perancis. Jenis-jenis penggunaan Fremdsprache dalam analisisberagam, seperti Fremdwort, Lehnwort, Hybridbildungen, Lehnübersetzung danLehnübertragung. Selain itu terdapat pula istilah-istilah internasional yang khususdigunakan dalam bidang teknik. Tujuan penggunaan Fremdsprache dalam iklanumumnya untuk membuat iklan lebih menarik bagi konsumen.

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ABSTRACT The purpose of this research is to analyze the use of Fremdsprache or foreign

language in 10 computer advertisements of some products in Germany such as

APPLE, ASUS and DELL. This research uses Fremdsprachige Elemente in

Werbesprache theory. The result shows that English is the most widely used in

those computer advertisements. However there are also some other languages that

can be found in those advertisements such as Latin, French and Italian. There are

various types of Fremdsprache that can be found in those advertisements such as

Fremdwort, Lehnwort, Hybridbildungen, Lehnübersetzung and Lehnübertragung.

Furthermore, many international terms, such as specific terms of engineering, are

used in computer advertisements. The purpose of using Fremdsprache in an

advertisement is to make the advertisement more appealing to the customers, The purpose of this research is to analyze the use of Fremdsprache or foreign

language in 10 computer advertisements of some products in Germany such as

APPLE, ASUS and DELL. This research uses Fremdsprachige Elemente in

Werbesprache theory. The result shows that English is the most widely used in

those computer advertisements. However there are also some other languages that

can be found in those advertisements such as Latin, French and Italian. There are

various types of Fremdsprache that can be found in those advertisements such as

Fremdwort, Lehnwort, Hybridbildungen, Lehnübersetzung and Lehnübertragung.

Furthermore, many international terms, such as specific terms of engineering, are

used in computer advertisements. The purpose of using Fremdsprache in an

advertisement is to make the advertisement more appealing to the customers]"