REPRESENTASI KECINTAAN TERHADAP PRODUK LOKAL DALAM IKLAN TOP COFFEE (KAJIAN STILISTIKA) (The Representation of Love of Local Products in Top Coffee Advertisement: A Stylistic Study)

Abstract

The purpose of this research is to identify the elements of language style found on Top Coffee product advertisements. This study also aims to describe the meaning and function of the language style used in the advertisement as a representation of love for local products. In addition to linguistic factors, this study also identifies the symbolic meanings contained in advertising posters. This research is descriptive qualitative. The data collection technique was carried out by observing and taking notes on Top Coffee's product advertisements in print and television media. The data obtained were then analyzed using a stylistic approach, to analyze linguistic factors, and semiotics to analyze the visual elements in advertising posters. The results of this study indicate that the three advertisements for Top Coffee products use a conversational style based on word choice; simple language style and noble and powerful language style based on tone; anticlimactic, parallelism, and climax based on sentence structure; synecdoche, metaphor, metonymy, and hyperbole based on whether or not the meaning is direct. Meanwhile, advertising visualization includes typography, advertisement stars, logos, product displays, colors and patterns, batik motif fibers that represent local products and their love for them. This advertisement uses the spirit of nationalism that is built from its consumers as a tool to promote its products through the style of language and symbols contained in the poster.

Representasi Makna Semantik pada Iklan Minuman di Media Sosial

“…Terdapat beberapa penelitian terdahulu yang menjadikan sumber referensi pada penelitian ini. Berikut ini penelitian terdahulu yang dijadikan sebagai referensi yaitu: (Handayani & Indah, 2022); (Ekasiswanto, 2022); (Windayanto, 2021).…”

“…Gaya bahasa sering terjadi dalam kalimat bukan sebagai sarana linguistik yang berfungsi untuk membangun estetika kebahasaan saja. Gaya bahasa berdasarkan langsung tidaknya makna dalam iklan seharusnya bisa mempertahankan kalimat yang mengandung makna denotatif dan makna konotatif atau sudah mengalami penyimpangan (Ekasiswanto, 2022). Secara fakta yang beredar di lapangan bahwa gaya bahasa pada iklan lebih sering terjadi penyimpangan kata dalam kalimat dengan beberapa fungsi yang berkaitan erat dengan kegiatan ekonomi.…”

REPRESENTATION OF CUSTOMER LOYALTY IN AQUA’s ADVERTISEMENT “SAMBUT KEBAIKAN RAMADHAN BERSAMA AQUA”

“…In soft selling, the focus is on building rapport with potential customers and on communicating the value of the product or service more subtly and not directly forcing the customer to buy. The seller focuses on delivering relevant information, providing solutions to the customer's problems or needs, and helping them to make the best decision (Ekasiswanto, 2022). This approach involves listening carefully, understanding customer needs, providing advice and building trust.…”