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All Journal MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya Jurnal Pendidikan Bahasa Jepang Undiksha Diglossia BAHASA DAN SASTRA LingTera FKIP e-PROCEEDING Aksara JAPANEDU: Jurnal Pendidikan dan Pengajaran Bahasa Jepang Journal of Japanese Language Education and Linguistics Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya Japanese Research on Linguistics, Literature, and Culture Ayumi : Jurnal Budaya, Bahasa, dan Sastra JENTERA: Jurnal Kajian Sastra Hijai - Journal on Arabic Language and Literature Kabuyutan: Jurnal Kajian Iilmu Sosial dan Humaniora Berbasis Kearifan Lokal
Nani Sunarni
Universitas Padjadjaran
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Other

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Journal : Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya

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Fungsi Pragmatik Permainan Kata pada Wacana Iklan Audiovisual “Santarou” Berbahasa Jepang Ilham Hijrah Mustaqim; Nani Sunarni; Agus Suherman Suryadimulya
Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya Vol 6 No 2 (2023)
Publisher : Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/diglosia.v6i2.648

Abstract

Wordplay or paronomasia is a type of verbal humor based on the ambiguity between two similar-sounding words or one word with multiple meanings. Wordplay is known for being used in advertisement, but it is still unclear what specific function it has in realizing the communicative purpose of the text, especially in regard to pragmatic function, that is, whether the text is informative, appellative, commissive, or contactive. This research aims to analyze how wordplay is used in the Japanese-language audiovisual advertisement titled “Santarou” and identify its pragmatic functions. It is qualitative research using the observation method for data collection and the identity method for data analysis. The results indicate that wordplay could be used to indirectly discuss the product being offered with ambiguous utterances in the case of informative and appellative advertisements, to connect the situation depicted in the advertisement with the product in the case of commissive advertisement, and to attract the audience’s attention and associate a characteristic with the brand in the case of contact advertisement.
Co-Authors Agus Nero Sofyan Agus Nero Sofyan, Agus Nero Agus Suherman Suryadimulya Agus Suryadimulya, Agus Dauty, Nisrina Fahri Delfariyadi Ilham Hijrah Mustaqim Jonjon Johana Najmudin, Onin Ni Gusti Ayu Dhyana Widyadewi Ranti Julita Riza Lupi Ardiati S, Irzam Sarif Salisah, Talin Soemantri, Yosi Soeria Taqdir Taqdir, Taqdir Ypsi Seoria Soemantri Yuyu Yohana Risagarniwa, Yuyu Yohana Zamzam Mugni Alawi