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KIMLI 2016
“Menggali Kekayaan Bahasa Nusantara”
Universitas Udayana
Denpasar, 24 – 27 Agustus 2016
Tanpa Penyuntingan
MASYARAKAT LINGUISTIK INDONESIA
KIMLI 2016 KONGRES INTERNASIONAL MASYARAKAT LINGUISTIK INDONESIA
Cet.1.-Edisi I – 2016
xx+975 hlm. 29,5 x 21 cm
ISBN: 978-602-17161-4-4
Copyright © 2016
Masyarakat Linguistik Indonesia
&
Universitas Udayana
ii
KATA PENGANTAR
Buku Kumpulan Makalah ini memuat makalah-makalah ringkas yang disajikan pada Kongres
Internasional Masyarakat Linguistik (KIMLI) 2016 yang diselenggarakan di Universitas
Udayana Bali pada 24-27 Agustus 2016. Kongres ini merupakan kegiatan Masyarakat Linguistik
Indonesia (MLI) yang diadakan setiap dua tahun, dan pada tahun 2016 ini terselenggara berkat
kerja sama dengan dukungan Universitas Udayana.
Tema yang diangkat pada KIMLI 2016 adalah “Menggali Kekayaan Bahasa Nusantara.” Sesuai
dengan temanya, makalah-makalah yang tersaji dalam buku ini membahas berbagai ihwal
tentang bahasa-bahasa Nusantara, baik kajian mengenai ragam bahasa Indonesia, bahasa Melayu,
dan bahasa-bahasa daerah. Topik kajian juga sangat bervariasi, baik linguistik murni maupun
berbagai kajian mengenai linguistik terapan. Penyaji makalah tidak hanya mereka yang berasal
dari berbagai penjuru wilayah Indonesia, tetapi juga dari mancanegara seperti Polandia, Amerika
Serikat, Australia, Jepang, Malaysia, Brunei Darussalam, dan Italia.
Buku Kumpulan Makalah ini terwujud berkat kerja keras tim penyusun buku, yang sebagian
besar adalah staf administrasi Sekretariat MLI di Jakarta. Untuk itu atas nama Pengurus MLI
Pusat dan Panitia Pengarah KIMLI 2016 kami mengucapkan terima kasih yang sebesar-
besarnya.
KIMLI 2016 dapat terselenggara atas bantuan dan dukungan berbagai pihak. Pertama kami
sampaikan penghargaan yang setinggi-tingginya kepada Rektor Universitas Udayana yang telah
memberikan bantuan dana, fasilitas tempat dan tenaga profesional, serta hal-hal lainnya. Ucapan
terima kasih juga kami sampaikan kepada Ketua MLI Cabang Universitas Udayana dan seluruh
Panitia Penyelenggara KIMLI 2016, yang telah bekerja keras selama satu tahun terakhir ini demi
terlaksananya Kongres ini.
Selamat mengikuti KIMLI 2016. Semoga Kongres ini membawa manfaat bagi kita semua.
Denpasar, Agustus 2016
Katharina Endriati Sukamto
Ketua MLI & Panitia Pengarah KIMLI 2016
v
AN ANALYSIS OF VERBAL AND NON-VERBAL SIGNS IN COMMERCIAL
ADVERTISEMENT Arum Nur Wijayanti dan Dedy Subandowo 80
PENGGENDERAN TEKNOLOGI: IDEOLOGI GENDER DALAM WACANA
TEKNOLOGI DI INDONESIA
Asep Wawan Jatnika, Dicky R. Munaf, Ferry Fauzi Hermawan, dan Jejen Jaelani 82
BAHASA DAN KEKUASAAN DALAM BUKU BACAAN ANAK MASA KOLONIAL
Asep Yusup Hudayat 87
KEHADIRAN PEMARKAH DETERMINASI PADA KALIMAT EKATRANSITIF
BAHASA MAKASSAR
Asriani Abbas 92
MARKERS FOR INTRODUCING A NEW REFERENT IN THE BANTIK LANGUAGE
Atsuko Kanda Utsumi 97
TINDAK PERLOKUSI PADA MEDIA SOSIAL INSTAGRAM @jokowi: SUATU
TINJAUAN PRAGMATIK
Ayesa 98
IDEOLOGI KESABARAN DALAM KARYA SASTRA INDONESIA
B.B.Dwijatmoko 103
METAPHORS IN CRIME NEWS STORY SERIALS: A CASE STUDY OF THE
INDONESIAN ONLINE DETIKNEWS
Bahren Umar Siregar 107 107
NILAI-NILAI KEARIFAN LOKAL TORAJA DALAM UNGKAPAN BUDAYA UMBAA
PANGNGAN
Berthin Simega dan Daud Rodi Palimbong 108
BENTUK KESANTUNAN PENOLAKAN DALAM BAHASA MELAYU RIAU DIALEK
MERANTI: ANALISIS BENTUK PEMAKAIAN BAHASA DI KALANGAN
MAHASISWA UR
Charlina dan Elvrin Septyanti 113
AGAMA SEBAGAI PENENTU PEMILIHAN BAHASA IBUNDA DAN IDENTITI
PENAN MUSLIM DI SARAWAK (MALAYSIA TIMUR)
Chong Shin dan Mohd Syukri Yeoh bin Abdullah 117
ANALISIS TINDAK TUTUR DIREKTIF DALAM BAHASA SUNDA DAN BAHASA
INDONESIA
Cipto Wardoyo 122
IT-BASED TRANSLATION: HOW ACCURATE ARE THEY?
Clara Herlina Karjo 128
ANALISIS WACANA MEME DI AKUN INSTAGRAM
Dany Ardhian 132
FAKTOR-FAKTOR YANG MEMPENGARUHI PILIHAN TINGKAT TUTUR
BAHASA BALI PADA PENUTUR TRIWANGSA GUYUB TUTUR BAHASA BALI
KOTA SINGARAJA: KAJIAN SOSIOLINGUISTIK
Dewa Putu Ramendra 136
Kongres Internasional Masyarakat Linguistik Indonesia 2016 Denpasar, 24-27 Agustus 2016
80
AN ANALYSIS OF VERBAL AND NON-VERBAL SIGNS IN COMMERCIAL
ADVERTISEMENT
Arum Nur Wijayanti dan Dedy Subandowo
Muhammadiyah University of Metro Lampung
[email protected], [email protected].
ABSTRACT
The advertisement is presented in various kinds of media such as printed and electronic media with interesting,
creative, attractive, as well as persuasive appearance. In fact, every advertisement has message to be delivered to the
customers. Advertisement use a sign system which is comprised with verbal and non-verbal signs. This study is
aimed prescribe verbal and non-verbal in commercial advertisement, and the contained meaning in the
advertisement.
This is a descriptive qualitative research study. The object of this research is verbal and non-verbal signs, and the
data are taken from the commercial advertisement on television and You Tube site. The commercial advertisement
are categorized into drink, technology, material, cleanser, and provider advertisement. The writer uses recording and
noting technique to collect the data. The process of data analysis is started by looking, reading, identifying, signing,
and coding the signs into the table classification based on both verbal and non-verbal signs, and contained meaning
in the advertisement.
The result of the study shows that verbal signs used in advertisement are expressive speech act and declarative
speech act. There are four expressive speech act for verbal signs in commercial advertisement of You C 1000 by
Paulina Vega, Nutrilon Royal 3-Life is an advanture, Semen Gresik, Hino Dutro Truck Car, and declarative speech
act are found in (Line)-Brings You Closer, AQUA Mineral Water, Cling the Glass Cleanser, Hilo School Milk‖My
Kid My Hero‖ and Yamaha Jupiter MX Motorcycle-Komeng and Rossi. On the other hand, non-verbal signs
showed in the advertisement are pictures, body language, and aye contact for the hidden meaning. The last fact
findings are the meaning behind the commercial advertisement which are categorized into denotation and
connotation menaing.
Keywords: Advertisement, Speech Act, Verbal and Non-verbal signs
INTRODUCTION
To convey the meaning, verbal langauge is used in advertisement. Verba therefore, is the most common
way for people to relay messages. On the other hand, Verbal refers to the spoken word. According to
Chandler (2007:14) stated that ― Verbal language are sound or letters which convey an idea such as
words, phrases, and sentences. To know about the meaning, Pragmatic is concerned with the study of
meaning. It has correlation between verbal and pragmatic itself is the study of speaker‘s meaning because
verbal is an oral communication. The advantage of studying language via pragmatics is that one can talk
about people‘s intended meanings, their assumptions, their purposes or goals, and the kinds of actions (for
example, requests) that they are performing when they speak. In addition, pragmatic has kind, one of
them is speech act. According to Searle (1986) in his book entitled Expression and Meaning, presented a
list of what he regarded as the basic categories of illocutionary acts or speech acts. Speech acts can be
divided into five different categories: Assertives, commisives, directives, declaratives, and expressives.
An assertive is a speech act, the purpose of which is to convey information about some state of affairs of
the world from one agent, the speaker, to another, the hearer. A Directive is a speech act, where the
speaker requests the hearer to carry out some action or to bring about some state of affairs. A Commissive
is a speech act, the purpose of which is to commit the speaker to carry out some action or to bring about
some state of affairs. A Expressive is a speech act, the purpose of which is to express the speaker‘s
attitude about some state of affairs. A Declarative is a speech act, where the speaker brings about about
some state of affairs by the more performance of the speech act.
Non-verbal language according to Riswandi (2009:67) ―simply, non-verbal communication is not
words but sign. If there is conflict between what one says with one does, people tend to believe in
nonverbal things‖, the signs such as gesture, body language or posture, facial expression and eye contact.
Theory about signs is semiotics. Semiotics as discipline is simply the analysis of signs or the study of the
function of the sign system. Based on Barthes (1998:41) ‗ denotation is not the first meaning, but pretends
to be so; under this illusion, it is ultimately no more than the last of the connotations (the one which
seems both to establish and close the reading), the superior myth by which the text pretends to return to
the nature of language, to language as nature‘
Kongres Internasional Masyarakat Linguistik Indonesia 2016 Denpasar, 24-27 Agustus 2016
81
METHOD
This is a descriptive qualitative research study. The object of this research is verbal and non-verbal signs,
and the data are taken from the commercial advertisement on television and You Tube site. The
commercial advertisements are categorized into drink advertisement, technology advertisement, material
advertisement, cleanser advertisement, and provider advertisement. The writer uses recording and noting
technique to collect the data. In analyzing the data, the writer described an advertisement by finding the
speech act and contained meaning in advertisement. The data were analyzed by some theories. Theory of
pragmatic by Yule (1996 :47) are used to analyze verbal signs, and non-verbal signs used semiotic theory
by Barthes, (1998:41) to analyze the advertisement.
FINDINGS AND DISCUSSION
The result of the study shows that verbal signs used in advertisement are expressive speech act and
declarative speech act. There are four expressive speech act for verbal signs in commercial advertisement
of You C 1000 by Paulina Vega, Nutrilon Royal 3-Life is an advanture, Semen Gresik, Hino Dutro
Truck Car, and declarative speech act are found in (Line)-Brings You Closer, AQUA Mineral Water,
Cling the Glass Cleanser, Hilo School Milk‖My Kid My Hero‖ and Yamaha Jupiter MX Motorcycle-
Komeng and Rossi. On the other hand, non-verbal signs showed in the advertisement are pictures, body
language, and aye contact for the hidden meaning. The last fact findings are the meaning behind the
commercial advertisement which are categorized into denotation and connotation menaing.
CONCLUSION
Based on verbal data, the researcher analyzed ten commercial advertisements that almost advertisements
are used expressive speech act and declarative speech act. It can be seen from choosing the words, the
actor used attractive words for persuade the viewers to buy the product. The attractive words contain
speech act meaning.
Based on Non-verbal data, the findings show that some pictures, gesture, color, and eye contact used
hidden meaning. Based on the theory of denotation and connotation must be relation. Denotation as a
signifier and connotation as signified, the relation between signifier and signified is completing and
supporting each other.
REFERENCES
Barthes, R. 1998. The semiotics Challange. New York: Hill and Wang.
Barthes, R. 2009. Mythologies. London:Vintage.
Belch G.E. and Belch, M.A. 2001. Advertising and Promotion: An Integrated Marketing Communications Prespective. New
York: Mc Graw-Hill.
Bovee, C.L and Arens, W.F. 1986. Contemporary advertising. US: Richard D.irwin, inc.
Chandler, Daniel. 2007. Semioticians: The Basic 2nd. USA:Routledge.
Drastianti, Istiningrum Retno. 2012. Analisis Semiotika Representasi Dunia Pendidikan di Daerah Pedalaman Papua dalam
Film Berjudul ―Di Timur Matahari‖ Produksi Alenia Pictures, Pendidikan dalam Film.
Jones, J. P. 2002. Behind Powerful Brands. From Strategy to Campaign. New York: Tata Mc Graw-Hill.
Kotler, Philip (Ed). 2000. Advertising. New York :Jhn Willy and co.
Kurnianti, Krisensiana Christiya Flory 2010―The Study Of Verbal And Non-Verbal Language In Communication To Create
Images In Coca Cola Zero Advertisement.‖Yogyakarta: Department of English Letter, Faculty of Letters, Sanata Dharma
University.
Lewis, William. 2000. Advertising: Principle and Practice. Newyork:Routledge.
McCharty, Michael. 1997. Discourse Analysis for Language Teachers. Cambridge
Mulyana, Dedy. 2007. Ilmu Komunikasi Suatu Pengantar. Bandung: Remaja Rosdakarya.
Pratiwi, Desak Putu Eka .2014. The Meaning Of Verbal And Non-Verbal Signs in The Advertisement Of Mineral Water ―Ades‖,
Procedings the 3rd Uad Tefl International Conference.
Riswandi, 2009. Ilmu Komunikasi. Yogyakarta:PT.Graha Ilmu.
Searle, J.R. 1986. Expression and Meaning: Studies in the theory of Speech Acts. Cambridge: University Press.
Sakdiyah, Khalimatus. 2014. An analysis of persuasive Technique used by Pond‘s Comestics in Television Advertisement. Thesis.
English Deepartment. Faculty of Letters and Humanities. State Islamic University Sunan Ampel Surabaya.
Saladin, Djasalim. 2003. Intisari pemasaran dan unsur-unsur pemasaran. Bandung: Linda Karya.
Sobur, Alex. 2003. Semiotika Komunikasi. Bandung: Remaja Rosdakarya.
Yule, George. 1996. Pragmatics. Oxford: Oxford University Press.
Yuliantara, Hajar. 2011. ―Verbal and Non-verbal signs of Football Team‘s Logos in English Premier League‖, English
Department Faculty of Letters and Culture Udayana University.
Biodata:
Nama Universitas Alamat Surel Pendidikan terakhir Minat Penelitian
Arum N. Wijayanti Universitas
Muhammadiyah
Metro
[email protected] Sedang Menjalani strata 1 Language Use,
Discourse Analysis,
Sociolinguistics Dedy Subandowo [email protected]
.id.
S2 Magister Linguistic
UGM