Analisis Wacana Kritis Pada Penggunaan Bahasa Asing Dalam Iklan Televisi “Floridina”

Pratami, Rezki

doi:10.35326/medialog.v3i2.789

Cited by 2 publications

(4 citation statements)

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“…Brand equity includes the concept of brand association. Aaker (23) defines brand association as "anything that is directly or indirectly related to the customer's memory of a brand." The more consumers experience in consuming a brand or the more frequent appearances of the brand, the more impressions associated with the brand (27).…”

Section: Brand Associationmentioning

confidence: 99%

“…According to Kotler and Keller (23) measuring brand image (brand image) can be done based on aspects of a brand.…”

Section: Brand Associationmentioning

confidence: 99%

“…Because of the brand name, consumers have an easier time recognizing the product. According to Keller (23), brands help consumers identify the origin of a product. As a result, a local brand spelling certain foreign languages can present a signal that the product is from a specific country.…”

Section: Foreign Language Brandingmentioning

confidence: 99%

“…According to Kapferer (23) there are points of reference to have a foreign language branding; a. Due to the varying language and culture of different countries, a brand's meaning can vary.…”

Section: Foreign Language Brandingmentioning

confidence: 99%

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The Role of Foreign Language as a Brand of Product From Constructivism Point a View

Prastono¹,

Pandin²,

Putra³

et al. 2022

Preprint

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The identity of a product has an important part for the company. Product identity should have the unique aspect to draw attention of customers and to win the competition with the other competitors. Nowadays, the identity of a product with foreign language is having uptrends because most people think it is unique and draws more attention. Therefore, foreign language has an influence to the identity of a brand. The development of technology and language make most of the owner of a product choose a foreign language than Indonesian language. Moreover, the assumption of Indonesian language does not have a rich vocabulary than Indonesian language become the main reason. Besides that, an identity of a brand with foreign language can deliver the main point of a product to the customer. From the context of the problem raised, there are some question asked, how does a foreign language in the identity of a product can affect the buyer's decision process? And what is the solution to raise the use of Indonesian language for the identity of a product? This study used qualitative research with a questionnaires and interviews as a way to collecting data. Therefore, the author hopes this research can contribute to language development and local product in Indonesia. From the research with questionnaires and interviews, it showed that most people tend to choose a brand of a product with a foreign language. However, the Indonesian language product brands also have the big contribution to the increase of Indonesian economic.

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Section: Brand Associationmentioning

confidence: 99%

“…According to Kotler and Keller (23) measuring brand image (brand image) can be done based on aspects of a brand.…”

Section: Brand Associationmentioning

confidence: 99%

Section: Foreign Language Brandingmentioning

confidence: 99%

Section: Foreign Language Brandingmentioning

confidence: 99%

See 2 more Smart Citations

The Role of Foreign Language as a Brand of Product From Constructivism Point a View

Prastono¹,

Pandin²,

Putra³

et al. 2022

Preprint

View full text Add to dashboard Cite

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Ideologi Konsumerisme pada Poster Iklan Minuman: Analisis Wacana Kritis Norman Fairclough

Ananda Dwi Asri,

Nurhayati

2024

Onoma

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Penelitian ini bertujuan untuk mengungkapkan ideologi konsumersime dalam poster iklan minuman. Penelitian ini menggunakan metode kualitatif deskriptif dan menggunakan pendekatan Analisis Wacana Kritis dengan model Norman Fairclough yang dimana Norman Fairclough membagi Analisis wacana kritis dalam 3 dimensi yaitu (1) dimensi teksual yang disebut dengan analisis mikrostruktural, dimensi tekstual dibagi menjadi 3 yaitu representasi, relasi, dan identitas. (2) dimensi praktik diskursuf/ wacana yang kemudian disebut dengan analisis mesostruktural dan (3) dimensi sosial budaya kemudian disebut dengan analisis makrostruktural, hasil penelitian menunjukkan bahwa, 1) analisis teks, kata dan bahasa menggunakan identitas tertentu yaitu milenial, kata-kata atau kalimat yang menggunakan bahasa asing dan non formal, 2) Berdasarkan analisis praktik teks dari sudut pandang produksi dan konsumsi, pengiklan menyadari sepenuhnya keinginan konsumen terutama pada kalangan milenial dengan kebiasaan yang suka membeli minuman kekinian sehingga disuguhkan minuman-minuman yang bervariasi seperi boba, kopi yang memiliki rasa berbeda dari biasanya. Sasaran pada pengiklanan sudah sangat jelas yaitu kaum milenial. Pengikalanan menyampaikan pesan dengan banyak macam variasi dari menggunakan symbol hingga penggunaan bahasa inggris agar menarik konsumen untuk membelinya. 3) analisis praktik sosial sosiokultural Pengiklan telah mengenal gaya hidup kontemporer masyarakat Indonesia yaitu konsumerisme dan modernitas, sehingga mereka ditawari trend minuman kekinian yang mewakili kelas tertentu, dan Iklan juga memberikan unsur kebahagiaan hidup.

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Analisis Wacana Kritis Pada Penggunaan Bahasa Asing Dalam Iklan Televisi “Floridina”

Cited by 2 publications

References 0 publications

The Role of Foreign Language as a Brand of Product From Constructivism Point a View

The Role of Foreign Language as a Brand of Product From Constructivism Point a View

Ideologi Konsumerisme pada Poster Iklan Minuman: Analisis Wacana Kritis Norman Fairclough

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