ANALISIS MAKNA SLOGAN PONSEL SAMSUNG GALAXY PADA IKLAN KOREA: KAJIAN SEMANTIK

    Nuryani, - and Velayeti Nurfitriana Ansas, - and Jayanti Megasari, - (2025) ANALISIS MAKNA SLOGAN PONSEL SAMSUNG GALAXY PADA IKLAN KOREA: KAJIAN SEMANTIK. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penggunaan bahasa seperti makna dalam slogan iklan dapat mempengaruhi penonton karena disampaikan secara persuasif, seperti halnya pada iklan Korea terkait slogan Samsung Galaxy. Penelitian ini bertujuan untuk menganalisis slogan yang digunakan dalam iklan ponsel Samsung Galaxy dengan mendeskripsikan makna yang terkandung di dalamnya. Pada penelitian ini, menggunakan metode deskriptif kualitatif untuk mengidentifikasi dan menjelaskan 26 data makna dalam slogan yang ingin disampaikan. Teori yang digunakan pada penelitian adalah (Leech, 2003) yang mengklasifikasikan makna dalam 7 jenis diantaranya konseptual, konotatif, kolokatif, afektif, reflektif, tematik, dan sosial. Hasil dari penelitian ini ditemukan 4 jenis makna, terdiri dari 4 makna konseptual, 17 makna konotatif, 4 makna afektif, dan 1 makna tematik. Makna yang dominan muncul adalah makna konotatif karena dalam slogan yang ditemukan banyak mengandung makna penyiratan, hal ini guna membangun daya tarik konsumen (bersifat persuasif). Diikuti makna konseptual, afektif dan tematik karena mengandung penyampaian informasi, makna pencerminan perasaan, serta pengaruh fokus dan penekanan pesan yang disampaikan. The use of language such as meaning in advertising slogans can effect consumers as it is delivered persuasively, as is the case with Korean ads related to Samsung Galaxy slogans. This study aims to analyze the slogans used in Samsung Galaxy phone advertisements by describing the meanings embedded within them. A qualitative descriptive method is employed to identify and explain the 26 meaning units conveyed by the slogans. The theoretical framework is based on (Leech, 2003), who classifies meaning into 7 categories: conceptual, connotative, collocative, affective, reflective, thematic, and social. The results reveal four types of meaning: 4 conceptual meanings, 17 connotative meanings, 4 affective meanings, and 1 thematic meaning. The dominant meaning is connotative, because the examined slogans contain many figurative (metaphorical) elements; this serves to create consumer appeal (i.e., they are persuasive). Conceptual, affective, and thematic meanings follow, as they involve the transmission of factual information, the reflection of emotions, and the focus and emphasis of the message, respectively. 본 연구는 광고 슬로건에서 사용되는 의미 설득력 있게 전달되어 시청자에게 영향을 미칠 수 있다는 점에 주목하였다. 예를 들어, 삼성 갤럭시 관련 한국 광고의 슬로건이 그 대표적인 사례이다. 본 연구의 목적은 삼성 갤럭시 핸드폰 광고에서 사용된 슬로건을 분석하고 그 의미론 의미를 파악하는 것이다. 이를 위해 본 연구에서는 전달하고자 하는 슬로건에서 26가지 의미 자료를 식별하고 설명하기 위해 질적 기술 방법을 사용하였다. 연구에 사용된 이론은 (Leech, 2003) 개념적, 내표적, 배열적, 감정적, 반사적, 주제적, 사회적 7가지 유형으로 의미를 분류한 것이다. 본 연구의 결과는 개념적 의미 4가지, 내표적 의미 17가지, 감정적 의미 4가지, 주제적 의미 1가지로 구성된 4가지 의미를 찾아냈다. 지배적인 의미는 암시적 의미입니다. 왜냐하면 슬로건에는 내포된 의미가 많이 포함되어 있기 때문입니다. 이것은 소비자의 매력을 구축하기 위한 것입니다(설득력). 정보 전달이 포함되기 때문에 개념적, 정서적, 주제적 의미가 뒤따르며, 감정 반영의 의미, 전달된 메시지의 초점 및 억제의 영향도 포함된다.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=-_mxsRYAAAAJ&scilu=&scisig=ACUpqDcAAAAAaMUk_QVWNEovt3hadzrQbeMzuDA&gmla=AH8HC4wsPmfQKLRn1ZXLqbB8YhdnFCd_25_QITvJ5JBrcjgojibMs1A8UUnaFD-oYX3Fj-oiIAsj6GlCCQE7nKVnPdbVZKwcdthoOlb6xEQq&sciund=9372528267750368164 SINTA ID DOSEN PEMBIMBING Velayeti Nurfitriana Ansas: 6100520 Jayanti Megasari: 6745831
    Uncontrolled Keywords: iklan, makna, ponsel, semantik, slogan advertising, meaning, phone, semantics, slogan 광고, 슬로건, 핸드폰, 의미, 의미론
    Subjects: H Social Sciences > HF Commerce
    L Education > L Education (General)
    P Language and Literature > P Philology. Linguistics
    Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Korea
    Depositing User: NURYANI
    Date Deposited: 16 Sep 2025 01:46
    Last Modified: 16 Sep 2025 01:46
    URI: http://repository.upi.edu/id/eprint/139187

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