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The Ideology within Covid-19 Public Service Advertisements: A Semiotic Approach I Komang Sulatra; Desak Putu Eka Pratiwi
Humanis Vol 24 No 4 (2020)
Publisher : Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JH.2020.v24.i04.p02

Abstract

The COVID-19 virus is a new virus linked to the same family of viruses as Severe Acute Respiratory Syndrome (SARS). The virus is transmitted through direct contact with respiratory droplets of an infected person and touching surfaces contaminated with the virus. COVID-19 patients in Indonesia continue to grow. The Indonesian government has made efforts to break the chain of the spread of the COVID-19. One of them is by creating COVID-19 public service advertisements. Public service advertisement plays an important role in this pandemic to spread positivity which can motivate people to survive in this difficult time. This study aims at analyzing the ideology within COVID-19 public service advertisements by analyzing the meaning of verbal and visual signs used in those advertisements. The data were taken from five selected posters of COVID-19 public service advertisements. The data were collected by observation method and analyzed by qualitative method using theory of Semiotic proposed by Barthes (1998) and theory about ideology by Storey (2009). The analysis is presented in informal method. Our finding shows there are various ideologies used in COVID-19 public service advertisements, such as: prevention is better that cure, the ideology of being cooperative, responsible, productive and optimistic in facing COVID-19 pandemic. COVID-19 public service advertisements generally deliver a massage that together we can defeat COVID-19.
The Analysis of Semiotic Signs on Forest Fires’ Posters Desak Putu Eka Pratiwi; I Gusti Ayu Vina Widiadnya; Ni Luh Emi Puspita Sari
Humanis Vol 25 No 2 (2021)
Publisher : Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JH.2021.v25.i02.p02

Abstract

Forest fires are one of the global issues and need global concern. A campaign through forest fire posters on social media is a way to spread a message all over the world to prevent forest fires and save the earth from disaster. This study aims to discover the meaning of verbal and nonverbal signs used on forest fire posters. Verbal signs are about the text, either words or sentences while nonverbal signs are about pictures. The use of these two signs on a poster is meant to make people understand the message within it. The data were taken from three selected forest fire posters. The data were collected by observation method. The data were analyzed by a qualitative method using the theory of Semiotic by Barthes (1998) and supporting theory by Wierzbicka (1996). The finding shows that both verbal and nonverbal signs have important purposes such as giving some information about the impact of forest fires on nature and human life as well as warning people to be more responsible and aware of this global issue.
Balinese Arts And Culture As Tourism Commodity In Bali Tourism Promotion Videos Pratiwi, Desak Putu Eka; Ayomi, Putu Nur; Candra, Komang Dian Puspita
Mudra Jurnal Seni Budaya Vol. 32 No. 3 (2017): September
Publisher : Institut Seni Indonesia Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31091/mudra.v32i3.178

Abstract

Tourism industry in Bali has increased significantly since 1970’s.  It is supported not only by its stunning nature of Bali but also its fascinating arts and culture. Bali has incredible arts, vibrant culture and unique traditions which have been very famous all over the world.  Many people especially foreigners want to see Balinese’s artistic artworks and experience their culture.   It motives them to travel to the island which also well known as the island of paradise.  Culture has a compelling role in tourism functioning as an internationally promoted commodity, a role that has often been the subject of disputes among academics. Some people consider that the changing of culture become tourist attractions will cause the loss of culture’s authenticity through modification.  Many scholars say that cultures that are performed as tourist attraction will lose its originality to adjust the tourist demand. This study aims at analyzing how Balinese arts and culture are packaged as tourism commodity in Bali tourism promotion videos which internationally published by Bali tourism board. The data were collected through observation method and note taking technique. The data were analyzed by using levels of product theory by Kotler and Armstrong (2008). The findings and discussions were presented through formal and informal methods. Our findings show that Bali tourism promotion videos consist of four dimensions: (1) essence of product, (2) real product, (3) processed real product and (4) additional product, as described in the discussion.Industri pariwisata di Bali terus meningkat sejak tahun 1970. Hal ini didukung tidak hanya oleh keindahan alam pulau Bali tetapi juga seni dan budaya Bali yang begitu memukau. Bali memiliki kekayaan seni yang menakjubkan, budaya yang dinamis dan berbagai tradisi unik yang begitu terkenal di seluruh dunia. Banyak orang, khusunya orang asing, yang ingin melihat karya seni Bali yang artistik dan mengalami sendiri budaya masyarakat Bali. Hal tersebut mendorong mereka untuk berwisata ke pulau Bali yang juga dikenal sebagai pulau surga. Budaya memiliki memiliki peran yang kuat dalam dunia pariwisata yang berfungsi sebagai alat promosi secara internasional, sebuah peran yang sering menjadi bahan perdebatan para ahli. Beberapa ahli berpikir bahwa dengan berubahnya fungsi budaya sebagai atraksi wisata dapat mengakibatkan hilangnya keaslian atau originalitasnya karena mengalami modifikasi untuk menyesuaikan dengan kebutuhan wisatawan. Penelitian ini bertujuan untuk menganalisis bagaimana seni dan budaya Bali dikemas sebagai komoditas pariwisata dalam video promosi pariwisata Bali yang telah dipublikasikan secara internasional oleh Dinas Pariwisata Bali. Data dikumpulkan dengan metode observasi dan kemudian dianalisis menggunakan teori dari Kotler and Armstrong (2008). Temuan dan pembahasan dipaparkan dengan metode formal dan informal. Seara umum temuan kami menunjukkan bahwa video pariwisata Bali terdiri dari empat dimensi, yaitu: (1) essence of product, (2) real product, (3) processed real product and (4) additional product, yang dijelaskan dalam sub bab pembahasan.
BAHASA KIAS PADA IKLAN TV System, Administrator; -, Desak Putu Eka Pratiwi
Sphota : Jurnal Linguistik dan Sastra Vol 8 No 2 (2016): Sphota
Publisher : Sphota : Jurnal Linguistik dan Sastra

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (193.288 KB)

Abstract

Language of advertisement is a very unique and controversial.  Attracting attention, increasing imagination, and simplifying memories are the main functions of language of advertisement.  So the use of figurative language is very common in advertisements.  Figurative language tries to create particular effects by violating or exploiting language rules.  Advertisers love using figurative language because the image of the product can be built up through the use of irrational language.  This research aims at analyzing types and meaning of figurative language used in TV commercial advertisements.  There are seven advertisements used as data source, such as the advertisement of Kopi Kapal Api, Energen Sereal, Wafer Tango, Kecap Bango, Teh Botol Sosro, Fruitea, dan Ades.  The data were collected through observation and note taking method.  The data were then analyzed using the theory of figurative language proposed by Keraf (2006). The analyzed data were presented in informal method.    Keywords: advertisement, figurative language, meaning
MAKNA TANDA VERBAL DAN NON-VERBAL PADA IKLAN “WAFER TANGO” System, Administrator; -, Desak Putu Eka Pratiwi
Sphota : Jurnal Linguistik dan Sastra Vol 6 No 1 (2014): Sphota
Publisher : Sphota : Jurnal Linguistik dan Sastra

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (565.011 KB)

Abstract

Abstrak   Tujuan dari bahasa iklan yaitu untuk menarik perhatian publik terhadap produk yang diiklankan.  Oleh sebab itu bahasa iklan bersifat persuasif dan selalu berusaha mengedepankan keunggulan dan keunikan produk yang diiklankan sehingga orang-orang tertarik untuk membeli produk tersebut.  Bahasa iklan adalah bahasa yang sangat unik  sebab untuk mencapai tujuan-tujuan tertentu pengiklan seringkali menggunakan bahasa yang ‘tidak biasa‘  bahkan melanggar peraturan tata bahasa yang berlaku.  Fenomena ini sangat menarik untuk ditelaah lebih mendalam.  Secara umum, iklan diketahui sebagai sekumpulan tanda-tanda yang bebas ditafsiri.  Tanda-tanda yang digunakan dalam iklan terdiri atas dua jenis, yaitu verbal dan non-verbal. Tanda verbal adalah bahasa yang kita kenal dan tanda non-verbal adalah bentuk dan warna yang disajikan dalam iklan.Penelitian ini bertujuan untuk menelaah makna tanda verbal dan non-verbal yang terdapat pada iklan “”Wafer Tango”.Data dari penelitian ini diambil dari iklan TV.Iklan TV dipilih sebagai sumber data dalam penelitian ini sebab iklan TV memiliki kelebihan dibandingkan dengan iklan cetak.Kelebihan iklan TVterletak pada kemungkinan diterimanya tiga kekuatan makna sekaligus, yaitu narasi, suara, dan visual.Metode dokumentasi dan observasi diterapkan untuk mendapatkan data penelitian berbentuk kualitatif. Teori yang digunakan dalam penelitian ini adalah teori semantik dari Palmer (2001) dan pragmatik dari Yule (1996).Kedua teori tersebut digunakan untuk menganalisis makna tanda verbal.Sementara itu, teori semiotik dari Barthes (1998) digunakan untuk menganalisis makna tanda non-verbal.Analisis data disajikan dengan metode informal.  Hasil penelitian menunjukkan baik tanda verbal maupun non-verbal pada iklan “Wafer Tango” memiliki makna tersembunyi atau makna konotasi.   Kata kunci: iklan, tanda, verbal, non-verbal 
VIOLATION OF CONVERSATION MAXIM ON TV ADVERTISEMENTS Desak Putu Eka Pratiwi
e-Journal of Linguistics Vol. 9. Juli 2015 No. 2
Publisher : Doctoral Studies Program of Linguistics of Udayana University Postgraduate Program

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (277.441 KB)

Abstract

Maxim is a principle that must be obeyed by all participants textually and interpersonally in order to have a smooth communication process. Conversation maxim is divided into four namely maxim of quality, maxim of quantity, maxim of relevance, and maxim of manner of speaking. Violation of the maxim may occur in a conversation in which the information the speaker has is not delivered well to his speaking partner. Violation of the maxim in a conversation will result in an awkward impression. The example of violation is the given information that is redundant, untrue, irrelevant, or convoluted. Advertisers often deliberately violate the maxim to create unique and controversial advertisements. This study aims to examine the violation of maxims in conversations of TV ads. The source of data in this research is food advertisements aired on TV media. Documentation and observation methods are applied to obtain qualitative data. The theory used in this study is a maxim theory proposed by Grice (1975). The results of the data analysis are presented with informal method. The results of this study show an interesting fact that the violation of maxim in a conversation found in the advertisement exactly makes the advertisements very attractive and have a high value.
VERBAL AND NON-VERBAL SIGNS IN FACIAL WASH ADVERTISEMENTS: A SEMIOTIC ANALYSIS Andriani, Ria; Pratiwi, Desak Putu Eka; Santika, I Dewa Ayu Devi Maharani
Yavana Bhasha : Journal of English Language Education Vol 4, No 2 (2021)
Publisher : Institut Hindu Dharma Negeri Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/yb.v4i2.2768

Abstract

This study involves the discovery of verbal and non-verbal signs, which also describe the meaning of verbal and non-verbal signs found in the facial wash commercial advertisements. The data were taken from three printed facial wash advertisements. The data source has been taken from the internet. This study used the semiotic hypothesis provided by Saussure (1983: 65) to find out the verbal and non-verbal signs and the theoretical meaning provided by Barthes (1977) to find out the meaning of verbal and non-verbal signs in the facial wash ads. The analysis used a descriptive qualitative approach to analyze the results. As a result, the three facial wash ads show verbal and nonverbal signs that enable the company to market its product. In the verbal signs of the advertising, most of them contain denotative meaning and non-verbal signs which is in part, contain connotative meaning in certain advertisements. Two advertisements used a female as a model; one advertisement used a male as a model. This means that advertisers seek to gain public attention through the use of pretty females, popular figures and natural extracts or ingredients.
SOCIO-CULTURAL DYNAMICS AND ETHNOLINGUISTIC VITALITY OF SEMBIRAN BALINESE Desak Putu Eka Pratiwi; I Wayan Arka; Asako Shiohara
Linguistik Indonesia Vol 38, No 2 (2020): Linguistik Indonesia
Publisher : Masyarakat Linguistik Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26499/li.v38i2.174

Abstract

This paper reports our preliminary findings on the assessment of language vitality of Sembiran Balinese in the larger socio-cultural transformation of contemporary Bali.  Sembiran Balinese, also known as Bali Aga, is a conservative mountain dialect of Balinese spoken by around 5,000 speakers in the Sembiran village, 30 km east of Singaraja northern Bali. The language and its culture reflect Bali in antiquity (Ardika, et al. 1991; Ardika, et al. 1997), with the language quite distinct from Lowland Balinese (Bali Dataran), for example in terms of its pronominal system and the absence of speech level system (Astini 1996, Sedeng 2007, Arka & Sedeng 2018). The study is based on the data collected through questionnaires focusing on subjective views of ethno-linguistic vitality such as in-/out-group interactions and domains of language use in contemporary multilingual settings, supported by ethnographic data. The analysis makes use of the current development in the sociolinguistics of vitality, particularly the notions of ethnolinguistic vitality (Giles, et al 1977) and theories of language shift and endangerment (Grenoble & Whaley 2006, Fishman 1991). The findings reveal that Sembiran Balinese appears to have a relatively strong linguistic vitality even though the speech community itself is a minority group in Bali.
Pelanggaran Sendi-Sendi Gaya Bahasa Pada Iklan Tv Desak Putu Eka Pratiwi
RETORIKA: Jurnal Ilmu Bahasa Vol. 1 No. 1 (2015): April 2015
Publisher : Magister of Linguistic, Postgraduated Program, Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/jr.1.1.14.81-93

Abstract

Gaya bahasa adalah cara mengungkapkan pikiran melalui bahasa secara khas yang memperlihatkan jiwa dan kepribadian penulis. Sebuah gaya bahasa yang baik harus mengandung tiga unsur berikut: kejujuran, sopan santun, dan menarik (Keraf, 1991: 113).  Bahasa iklan merupakan bahasa yang sangat kaya, baik gaya maupun pilihan katanya.  Penulis iklan terkenal senang bermain dengan kata-kata dan memanipulasi atau mengubah makna yang sebenarnya sehingga sering terjadi pelanggaran terhadap sendi-sendi gaya bahasa.  Penelitian ini bertujuan untuk menganalisis gaya bahasa yang digunakan pada iklan TV dan menelaah pelanggaran terhadap sendi-sendi gaya bahasa yang terdapat pada iklan TV.  Data pada penelitian ini diambil dari iklan makanan yang ditayangkan di stasiun TV swasta, yaitu iklan Mie Sedaap Cup, Wafer Tango, dan Energen Sereal.  Teori yang digunakan untuk menganalisis data adalah teori gaya bahasa dari Keraf (1991).  Hasil penelitian menunjukkan terjadi pelanggaran terhadap sendi-sendi gaya bahasa pada data iklan yang digunakan dalam penelitian ini.  Namun uniknya, pelanggaran tersebut justru membuat iklan-iklan tersebut menjadi lebih menarik.
VERBAL AND NON-VERBAL SIGNS IN FACIAL WASH ADVERTISEMENTS: A SEMIOTIC ANALYSIS Andriani, Ria; Pratiwi, Desak Putu Eka; Santika, I Dewa Ayu Devi Maharani
Yavana Bhasha : Journal of English Language Education Vol 4, No 2 (2021)
Publisher : Institut Hindu Dharma Negeri Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/yb.v4i2.2768

Abstract

This study involves the discovery of verbal and non-verbal signs, which also describe the meaning of verbal and non-verbal signs found in the facial wash commercial advertisements. The data were taken from three printed facial wash advertisements. The data source has been taken from the internet. This study used the semiotic hypothesis provided by Saussure (1983: 65) to find out the verbal and non-verbal signs and the theoretical meaning provided by Barthes (1977) to find out the meaning of verbal and non-verbal signs in the facial wash ads. The analysis used a descriptive qualitative approach to analyze the results. As a result, the three facial wash ads show verbal and nonverbal signs that enable the company to market its product. In the verbal signs of the advertising, most of them contain denotative meaning and non-verbal signs which is in part, contain connotative meaning in certain advertisements. Two advertisements used a female as a model; one advertisement used a male as a model. This means that advertisers seek to gain public attention through the use of pretty females, popular figures and natural extracts or ingredients.