Language Style in Pocky Brand Snack Product Advertisements in Japanese
), Arza Aibonotika(2), Sri Wahyu Widiati(3),
(1) Universitas Riau
(2) Universitas Riau
(3) Universitas Riau
Corresponding Author
Abstract
Pocky is a popular snack food in Japan produced by PT Glico which has expanded to various countries. Pocky advertisements offer the advantages of their products using a unique language style. Language style is an important aspect for packaging advertising language so that advertising objectives are achieved. This research aims to describe the use of language styles in Pocky advertisements. The method used is descriptive qualitative with websites and social media as data sources. Data collection techniques in this research include reading methods and note-taking techniques. The results of this research show that 5 language styles were found in the Pocky advertisement, namely hyperbole, metaphor, simile, personification, and asyndeton. From the results obtained, it can be concluded that the characteristic that Pocky wants to display through the 2022 advertisement is Pocky as a special and exclusive snack with a tendency to use hyperbole to give an exaggerated effect and a dramatic impression of Pocky to increase consumer confidence value.
Keywords
References
Agustrijanto, 2002, Copywriting Seni Mengasah Kreativitas dan Memahami Bahasa Iklan, Bandung: PT Remaja Rosdakarya Offset Bandung.
Inderasari, Elen, dkk. (2021). Analisis Penggunaan Gaya Bahasa Iklan Layanan Masyarakat Bijak Bersosial Media di Radio Kota Surakarta. KEMBARA: Jurnal Keilmuan Bahasa, Sastra, dan Pengajarannya 7(2):508. https://doi.org/10.22219/kembara.v7i2.17893
Jannah, Hariratul, dkk. (2016). Language Styles of Advertisements In High End Magazine. Tamaddun, 15(2):66. https://doi.org/10.33096/tamaddun.v15i2.40
Keraf, Gorys, 2007, Diksi dan Gaya Bahasa, Jakarta: PT Gramedia Pustaka Utama. Google Book.
Kertamukti, Rama, 2017, Stategi Kreatif dalam Periklanan Konsep Pesan, Media, Branding, Anggaran, Depok: PT Rajagrafindo Persada.
Kuspriyono, Taat. (2015). Penggunaan Gaya Bahasa pada Iklan Web PT. L'Oreal Indonesia (Studi Kasus PT. L'Oreal Indonesia). Jurnal Komunikasi 6(1):2. https://doi.org/10.31294/jkom.v6i1.2457
Nikmah, Maslikhatun, dkk. (2021). Gaya Bahasa Metafora Presenter Valentino Jebret pada Asian Games 2018 Cabang Olahraga Bulutangkis. Jurnal Tuah Pendidikan dan Pengajaran Bahasa 3(1):2. https://dx.doi.org/10.31258/jtuah.3.1.p.1-6
Mahsun, 2011, Metode Penelitian Bahasa: Tahapan Strategi, Metode, dan Tekniknya, Jakarta: Rajawali Pers.
Moleong, Lexy, 2001, Metode Penelitian Kualitatif, Bandung: PT. Remaja Rosdakarya.
Rahayu, Eva Puji dan Parastuti. (2019). Gaya Bahasa Retoris Erotesis pada Kumpulan Lagu Karya Yui Yoshioka. Hikari 3(1):3.
Ratna, Nyoman Kutha, 2009, Stilistika Kajian Puitika Bahasa, Sastra, dan Budaya, Yogyakarta: Pustaka Pelajar.
Srinivasan, Shraddha, dkk. (2019). Influence of Food Commodities on Hangover Based on Alcohol Dehydrogenase and Aldehyde Dehydrogenase Activities. Elsevier Current Research in Food Science 1:9-11. https://doi.org/10.1016/j.crfs.2019.09.001
Sungkar, Syamira, dkk. (2020). Semiotika Sintaktik pada Desain Kemasan Enam Varian Rasa Produk Pocky Indonesia. Jurnal Seni & Reka Rancang 3(1):88. https://doi.org/10.25105/jsrr.v3i1.8312
Widjanarko, Kartika Irene dan Yulianto, Andik. (2021). Gaya Bahasa dan Teknik Persuasi pada Iklan Instagram Toko Kosmetik Daring Sosiolla. Bapala 8(03):131.
Article Metrics
Abstract View
: 553 times
Download : 42 times
DOI: 10.57235/jetish.v3i1.1434
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Selvi Khafifah, Arza Aibonotika, Sri Wahyu Widiati
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
