ANALISIS DIKSI DAN GAYA BAHASA DALAM IKLAN PRODUK KECANTIKAN DI STASIUN TELEVISI SWASTA

Abstract

This study aims to analyze the use of diction and language style in beauty product advertisements on private television stations. The method used is a descriptive method with a qualitative approach and data collection techniques in the form of documentation, observing, and taking notes. The subjects of this study are beauty product advertisements broadcast on private television stations, such as Indosiar, MNCTV, ANTV, SCTV, RCTI, tvOne, Trans7, and Trans TV, while the object of the study is the linguistic elements in the advertisements, especially those related to diction and language style. Data analysis was carried out using a content analysis approach. Based on the results of the study, beauty product advertisements contain various types of diction and language style. The diction used includes diction with denotative and connotative meanings, general words, specific words, popular words, and scientific words, each of which was found as many as 8 data. In addition, the language style found consists of 2 repetitions, 1 anaphora, 4 hyperboles, 2 metaphors, and 1 personification. These findings indicate that the choice of diction and language style in advertisements has an important role in forming an attraction and persuasion towards the audience.