Bahasa Iklan Media Massa Cetak: Jenis, Bentuk, dan Fungsi (Studi Kasus Koran Bali Post)

Abstract

The use of language in print mass media advertisements is very varied, starting from the type of language used, choice of words (diction), sentences, and language functions. Based on these conditions, the research entitled "The Language of Printed Mass Media Advertising: Types, Forms, and Functions (Case Study of the Bali Post Newspaper) becomes interesting to do. linguistics used, and (3) describe the function of the language used. This research is a descriptive-qualitative approach. The data was collected by using the method of listening assisted by note-taking techniques. The data analysis method is descriptive qualitative with the basis of an inductive methodological paradigm. That is, a paradigm that departs from something specific to something general. To determine the linguistic form, the agih method is used, namely the method of language analysis with a determining tool derived from the language itself. Furthermore, the results of the analysis are presented with informal and formal methods. In this study found three types of languages, namely: Indonesian, English (foreign language), and Balinese (regional language). In addition, advertisements were also found using mixed languages, namely a mixture of Indonesian and English as well as a mixture of Indonesian and Balinese. In terms of language, the dominant Indonesian-language advertisements amounted to 118 pieces or 86.7%. There were 2 advertisements in English and Balinese language, or 1.5%, respectively, while in mixed language, there were 14 advertisements or 10.3%. The linguistic forms found are: phrases, sentences, and paragraphs. Ad narratives are dominated in the form of phrases, namely 122 advertisements or 89.7%, in sentence form there are 9 advertisements or 6.6%, and in paragraph form there are 5 advertisements or 3.7%. The communicative functions of language found are: informational, expressive, directive, aesthetic, and phatic. Informational function means the function of language to convey information; expressive function, is to express the speaker's feelings and attitudes; a directive function is a function to influence a person's behavior and attitudes; aesthetic function, is the function of language for the sake of the work itself without any ulterior motives; and the phatic function is the function of language to maintain good relations in social groups