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All Journal Journal of Language and Literature
Novia Diah Lestari
Universitas Gunadarma
Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Journal of Language and Literature

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THE HEGEMONY IN INDONESIAN ADVERTISEMENTS: DISCOURSE ANALYSIS Novia Diah Lestari; Dyani Masita Dewi
Journal of Language and Literature Vol 10, No 2 (2022)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/jll.2022.v10i2.7919

Abstract

This paper attempts to investigate the hegemony in Indonesian advertisements. It aims to find out the hegemony contained in advertisements for Indonesian beauty products. How is this hegemony conveyed, as well as the reasons for choosing women who have mixed faces as models for advertising Indonesian beauty products. The writer applies a descriptive qualitative method in which describes and explains the phenomenon or events in the social world, and the objects of this research are Indonesian beauty product advertisements. The advertisements are analyzed into two sections, namely interpretation and social analysis.The hegemony conveyed in the two advertisements is about the concept of beauty for women. The ideological hegemony raises the idea that all women who have fair skin tones are definitely beautiful and Indonesian women must be oriented to these standards. As a matter of fact, the majority of Indonesian women have dark skin. The advertisements make Indonesian people think that they have to follow women from other countries who have light skin to be considered as beautiful. This ideological hegemony resulted in a change in the mindset of Indonesian women which made them always oriented towards foreign women and wanted to make themselves like these women.
SPEECH ACT ANALYSIS OF SWEAR WORDS AND TRANSLATION TECHNIQUES IN FOREST GUMP MOVIE SUBTITLES Dyani Masita Dewi; Novia Diah Lestari
Journal of Language and Literature Vol 11, No 1 (2023)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/jll.2023.v11i1.7942

Abstract

The aims of the study are to find out and elaborate the swearwords based on different contexts in the Forest Gump movie’s subtitle and its translation. This is to answer the questions of translation technique used in the translated subtitle, and the speech acts used in the swear words. Descriptive qualitative method is used in this research to identify and to analyse the dialogue containing swearwords in the Forest Gump movie. From the analysis, it can be seen that the most used phrase of swearword is dominated by the phrase damn it or God damn it. The speech acts found were Assertive, Directive, Expressive, and Commissive. The Source Text had the total data of speech act about 63 (sixty-three) data of which 11 data were counted as two data (2). The data comprised of Assertive, Directive, Expressive and Commissive. The Target Text had the total amount data of speech act about 50 (fifty) data, 3 (three) of which were not translated and therefore cannot be counted. The Data comprises of Assertive, Directive, Expressive, and Commissive. It is expected that future researchers can study further and deeper about the speech acts in swear words and the translation techniques.
Co-Authors Dewi, Dyani Masita Dyani Masita Dewi