Food And Drink Advertising Analysis On Television: Structure And Language Functions

ANDALAS INTERNATIONAL JOURNAL OF SOCIO-HUMANITIES- VOL. 1 NO. 1 (2019) Available online at : http://aijosh.lppm.unand.ac.id/index.php/aijosh/ Andalas International Journal of Socio-Humanities | ISSN (Online) 2715-601X | Article Food And Drink Advertising Analysis On Television : Structure And Language Functions Sri Wahyuni1, Handoko2 1,2, Faculty of Humanities, Universitas Andalas, Indonesia ARTICLE INFORMATION A B S T R A C T Received: March 12, 2019 The current research focuses on the discourse analysis of the food and drinks advertisement. The data were collected from television advertisement by using observational method. The analysis is based on the qualitative approach by focusing the analysis on the discourse approach. Data of this study in the form of words, phrases, clauses, and sentences in food and beverage advertisements on television. The result of the analysis shows that the emotional aspect was frequently used to engage the costumers to the product. Some advertisements also use foreign language to give a good impression to the costumer. From the result of the analysis, it can be inferred that food and drinks advertisement not only provided information and about the product but also reflect the cultural value of the costumers. Revised: Mei 10, 2019 Available online: June 27, 2019 KEYWORDS Food and drinks, advertisement, discourse, language function CORRESPONDENCE E-mail: INTRODUCTION Language cannot be released with human life in society, because language is a medium of communication. One of language function that is as a means of association and cooperate with fellow humans. Through human language can exchange information about himself and about products it produces. Information exchange process it can occur verbally or in writing. Orally can be directly conveyed to partner said, while in writing must submitted through the media in written for which can be read by the public. One medium in written form existing in society today is print media in the form of television (Eriyanto, 2006: 14). Television provide information about many things including products produced by producer. Information about more products known as advertising. Through advertising, manufacturers introducing its products to the wider community as a potential customer. The purpose of advertising is so that prospective customers are interested in using product. Use of Indonesian in advertisements need to be made more interesting, because it is Attribution-NonCommercial 4.0 International. Some rights reserved 37 ANDALAS INTERNATIONAL JOURNAL OF SOCIO-HUMANITIES- VOL. 1 NO. 1 (2019) used for offer a product. To influence the buyer wants to buy the product advertised, the language that is often used in advertisements is persuasive. Human needs for information presented by television provides a great opportunity producer to offer products produced through advertising on television. Many products are advertised through television includes food and drinks, besides ready-to-eat foods are also found advertising materials. This is done by the manufacturer with hope when someone sees television, then the person also listens and sees adverts aired on television. This is visible it is clear that the use of language in advertising is very important, because it affects the reader to want to buy the product offered. Power drag ads usually on placements language structure contained in it. Mulyana (2005: 1) states that discourse is a relatively most linguistic element complex and most complete. Linguistic unit includes phonemes, morphemes, words, phrases, clauses, sentences, paragraph, until the essay is intact. Discourse is the most complete, highest, or largest language unit in for sentences or clauses with cohesion and coherence continuous, has the beginning of the end manifest both delivered orally and in writing. The purpose of this study is describe the structure of food and beverage advertising on television. In addition, this study also aims describe the function of language contained in advertising of food and beverage products on television. METHOD This study uses a type of research qualitative, which is a research method used to examine the condition of the object natural, which the researcher is as an instrument key. This study emphasizes structure and advertising language functions. Qualitative research aims to get the truth that was built based on the development of theories from research on an empirical basis. The approach of this research is analysis discourse. Discourse analysis is a study of words, sentences, meaning of use, and interpretation. Discourse analysis tries to find meaning exact or at least very close to the meaning meant by the speaker in the discourse oral or author in written discourse (Mulyana, 2005: 69). Meanwhile, judging from the data presentation technique, this study uses descriptive patterns. Mean from descriptive patterns are research methods trying to describe and interpret objects according to what it is. Descriptive pattern produces interpretation of the description of the structure and function of language advertisement. The data in this study were obtained through documentation, see, and note. Data source this research is food and beverage advertising on television which contains structures and advertising language function. RESULT AND DISCUSSION A. Discourse Structure of Food and Beverage Product Advertising The advertising structure is all parts ad compiler. Ad structure is composed of propositions certain parts of each constituent. So that can understand the ad well, listeners must understand about the composition of the advertisement along with it the proposition. The structure consists of the main items, explanatory item, and closing item. Some advertisements has a complete structure, but also found ads that have an incomplete structure. Order preparation of ad sections can be seen on the guide table analyzes the structure of advertising discourse, while each part is described as following. The main item is the ad section that contains interesting and important messages, so that can attract the attention of prospective customers. Item the main ad can be indicated by the ad section in the form of ad titles and subtitles. This section have the task of attracting early attention reader. Main items of food and product advertisements drinks on television consist of 38 ANDALAS INTERNATIONAL JOURNAL OF SOCIO-HUMANITIES- VOL. 1 NO. 1 (2019) five propositions, that is, propositions emphasize the benefits of candidates consumers, desires that arouse desire know prospective customers, propositions in the form questions that demand more attention, propositions who commands or orders prospective customers, and attractive propositions special consumer attention. Each proposition presented as follows: Proposition Emphasizes Prospective Consumer Benefits This proposition gives emphasis in the form of profit to prospective customers when buying or us (...truncated)