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Neneng Nurjanah

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Membedah Relevansi dalam Iklan “WRP” Neneng Nurjanah
Dialektika: Jurnal Bahasa, Sastra, dan Pendidikan Bahasa dan Sastra Indonesia Vol 3, No 1 (2016)
Publisher : Department of Indonesia Language and Literature Teaching, UIN Syarif Hidayatullah Jakarta

Abstract: According to Sperber and Wilson, communication in advertisement is ostensive-inferential communication. This communication needs contextual effect and ostensive stimulus which was known to listener's (market segmentation). In WRP 6 day diet pack ad, advertising agency employs some contextual effect and ostensive stimulus to make listener interested and wanted to buy the product. To explore about the communication in WRP 6 day diet pack ad, this paper employs pragmatics method, especially relevance theory. Tanaka says that relevance theory serve comprehensive account to investigate speeches in order to get speaker meaning. The result of this research is advertising agency (speaker) addressed this ad to middle high class women as market segmentation (listener). Advertising agency also employed some contextual effect such as body discourse, health discourse, and others diet program and also employed ostensive stimulus such as color and font size to make high relevance speech. Keywords: ostensive-inferencial communication; ostensive stimulus; constectual effect; theory of relevance Abstrak: Komunikasi dalam iklan menurut Sperber dan Wilson merupakan komunikasi ostensif-inferensial yang melibatkan efek kontekstual dan stimulus ostensive diketahui oleh kawan tuturnya (pangsa pasar). Begitu pula dengan iklan WRP 6 day diet pack, agensi iklan memanfaatkan efek kontekstual yang berada dalam benak pangsa pasarnya agar mereka tertarik dan membeli produk tersebut. Untuk mengeksplorasi bentuk komunikasi dalam iklan WRP 6 day diet pack, artikel ini memanfaatkan pendekatan pragmatik, khususnya teori relevansi. Teori relevansi menurut Tanaka menyediakan catatan yang paling komprehensif dalam menyelidiki tuturan berdasarkan makna penutur. Tujuan penelitian ini untuk menyelisik relevansi iklan WRP 6 day diet pack. Adapun temuan yang diperoleh dari artikel ini adalah agensi iklan WRP 6 day diet pack menujukkan iklan tersebut kepada perempuan dewasa dari golongan menengah atas sebagai kawan tutur atau pangsa pasar. Selain itu, agensi iklan memanfaatkan beberapa efek kontekstual, seperti wacana tubuh, kesehatan dan program diet lain serta memanfaatkan stimulus ostensif berupa pemilihan warna dan ukuran huruf untuk menghasilkan tuturan dengan derajat relevansi yang tinggi. Kata Kunci: komunikasi ostensif-inferensial; stimulus ostensif; efek kontekstual; teori relevansi

Membedah Relevansi dalam Iklan “WRP” Neneng Nurjanah
Dialektika: Jurnal Bahasa, Sastra, dan Pendidikan Bahasa dan Sastra Indonesia Vol 3, No 1 (2016)
Publisher : Department of Indonesia Language and Literature Teaching, UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/dialektika.v3i1.4180

Abstract: According to Sperber and Wilson, communication in advertisement is ostensive-inferential communication. This communication needs contextual effect and ostensive stimulus which was known to listener's (market segmentation). In WRP 6 day diet pack ad, advertising agency employs some contextual effect and ostensive stimulus to make listener interested and wanted to buy the product. To explore about the communication in WRP 6 day diet pack ad, this paper employs pragmatics method, especially relevance theory. Tanaka says that relevance theory serve comprehensive account to investigate speeches in order to get speaker meaning. The result of this research is advertising agency (speaker) addressed this ad to middle high class women as market segmentation (listener). Advertising agency also employed some contextual effect such as body discourse, health discourse, and others diet program and also employed ostensive stimulus such as color and font size to make high relevance speech. Keywords: ostensive-inferencial communication; ostensive stimulus; constectual effect; theory of relevance Abstrak: Komunikasi dalam iklan menurut Sperber dan Wilson merupakan komunikasi ostensif-inferensial yang melibatkan efek kontekstual dan stimulus ostensive diketahui oleh kawan tuturnya (pangsa pasar). Begitu pula dengan iklan WRP 6 day diet pack, agensi iklan memanfaatkan efek kontekstual yang berada dalam benak pangsa pasarnya agar mereka tertarik dan membeli produk tersebut. Untuk mengeksplorasi bentuk komunikasi dalam iklan WRP 6 day diet pack, artikel ini memanfaatkan pendekatan pragmatik, khususnya teori relevansi. Teori relevansi menurut Tanaka menyediakan catatan yang paling komprehensif dalam menyelidiki tuturan berdasarkan makna penutur. Tujuan penelitian ini untuk menyelisik relevansi iklan WRP 6 day diet pack. Adapun temuan yang diperoleh dari artikel ini adalah agensi iklan WRP 6 day diet pack menujukkan iklan tersebut kepada perempuan dewasa dari golongan menengah atas sebagai kawan tutur atau pangsa pasar. Selain itu, agensi iklan memanfaatkan beberapa efek kontekstual, seperti wacana tubuh, kesehatan dan program diet lain serta memanfaatkan stimulus ostensif berupa pemilihan warna dan ukuran huruf untuk menghasilkan tuturan dengan derajat relevansi yang tinggi. Kata Kunci: komunikasi ostensif-inferensial; stimulus ostensif; efek kontekstual; teori relevansi

Keberpihakan Media Massa pada Judul Pemberitaan Kasus Penembakan Anggota FPI di Tol Jakarta-Cikampek Indonesia Bagus Triadi, Rai; Nurjanah, Neneng
Dialektika: Jurnal Bahasa, Sastra, dan Pendidikan Bahasa dan Sastra Indonesia Vol 9, No 2 (2022)
Publisher : Department of Indonesia Language and Literature Teaching, UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/dialektika.v9i2.28553

As a means of social control, the mass media needs to accurately describe an event to show its independence and credibility. Including, during the shooting incident of an FPI member on the Jakarta-Cikampek toll road, Indonesia in 2020. This event is not only of public concern, but also of language researchers to see how the mass media takes sides. By utilizing qualitative methods and critical discourse analysis initiated by Norman Fairclough, this study focuses on the analysis of the news headlines on the shooting of FPI members on the Jakarta Cikampek Toll Road. Based on the results of the analysis on news text production practices which are realized through titles, it appears that there is a partiality towards one of the parties. Apart from that, in the production of texts, there is also a motivation in the production of texts, namely efforts to create a positive image of certain parties.

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