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KIMLI 2016
“Menggali Kekayaan Bahasa Nusantara” Universitas Udayana Denpasar, 24 – 27 Agustus 2016
MASYARAKAT LINGUISTIK INDONESIA
Tanpa Penyuntingan
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
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 sebesarbesarnya. 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
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AN ANALYSIS OF VERBAL AND NON-VERBAL SIGNS IN COMMERCIAL ADVERTISEMENT Arum Nur Wijayanti dan Dedy Subandowo
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PENGGENDERAN TEKNOLOGI: IDEOLOGI GENDER DALAM WACANA TEKNOLOGI DI INDONESIA Asep Wawan Jatnika, Dicky R. Munaf, Ferry Fauzi Hermawan, dan Jejen Jaelani
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BAHASA DAN KEKUASAAN DALAM BUKU BACAAN ANAK MASA KOLONIAL Asep Yusup Hudayat
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KEHADIRAN PEMARKAH DETERMINASI PADA KALIMAT EKATRANSITIF BAHASA MAKASSAR Asriani Abbas
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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
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IDEOLOGI KESABARAN DALAM KARYA SASTRA INDONESIA B.B.Dwijatmoko
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METAPHORS IN CRIME NEWS STORY SERIALS: A CASE STUDY OF THE INDONESIAN ONLINE DETIKNEWS Bahren Umar Siregar
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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
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AGAMA SEBAGAI PENENTU PEMILIHAN BAHASA IBUNDA DAN IDENTITI PENAN MUSLIM DI SARAWAK (MALAYSIA TIMUR) Chong Shin dan Mohd Syukri Yeoh bin Abdullah
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ANALISIS TINDAK TUTUR DIREKTIF DALAM BAHASA SUNDA DAN BAHASA INDONESIA Cipto Wardoyo
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IT-BASED TRANSLATION: HOW ACCURATE ARE THEY? Clara Herlina Karjo
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ANALISIS WACANA MEME DI AKUN INSTAGRAM Dany Ardhian
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FAKTOR-FAKTOR YANG MEMPENGARUHI PILIHAN TINGKAT TUTUR BAHASA BALI PADA PENUTUR TRIWANGSA GUYUB TUTUR BAHASA BALI KOTA SINGARAJA: KAJIAN SOSIOLINGUISTIK Dewa Putu Ramendra
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Kongres Internasional Masyarakat Linguistik Indonesia 2016
Denpasar, 24-27 Agustus 2016
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‘
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Kongres Internasional Masyarakat Linguistik Indonesia 2016
Denpasar, 24-27 Agustus 2016
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 MotorcycleKomeng 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 Arum N. Wijayanti Dedy Subandowo
Universitas Universitas Muhammadiyah Metro
Alamat Surel
[email protected] [email protected] .id.
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Pendidikan terakhir Sedang Menjalani strata 1 S2 Magister Linguistic UGM
Minat Penelitian Language Use, Discourse Analysis, Sociolinguistics
