Santi Nurhasanah, - (2018) DAYA PRAGMATIK TUTURAN IKLAN LAYANAN MASYARAKAT PEMERINTAH KOTA BANDUNG : Kajian Pragmasemiotika. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini dilatarbelakangi oleh variasi verbal dan nonverbal yang muncul dalam Iklan Layanan Masyarakat (ILM) di Pemerintah Kota Bandung. Variasi verbal dapat dilihat dari teks yang muncul dalam setiap iklan. Teks-teks tersebut menimbulkan daya tarik bagi pembaca iklan karena disertai oleh gambar yang menjadi pelengkap teks. Gambar yang disajikan unik, kreatif, dan menarik. Oleh sebab itu, peneliti tertarik untuk meneliti data iklan tersebut menggunakan kajian pragmatik dan semiotika. Penelitian ini menggunakan kerangka analisis tindak tutur (speech act) yang difokuskan pada daya ilokusioner tuturan, yaitu asertif, direktif, ekspresif, komisif, dan deklaratif. Sementara itu, kajian semiotika difokuskan pada sign, representament, dan interpretant yang di dalamnya terdapat ikon, indeks, dan simbol. Adapun metode penelitian ini adalah kualitatif deskriptif dengan teknik catat, rekam, dan dokumentasi. Adapun tujuan penelitian ini, yaitu (1) mendeskripsikan validitas tuturan performatif dalam iklan layanan masyarakat pemerintah Kota Bandung, (2) mendeskripsikan daya ilokusioner dalam iklan layanan masyarakat pemerintah Kota Bandung, (3) mendeskripsikan implikatur dalam iklan layanan masyarakat pemerintah Kota Bandung, dan (4) memaparkan representasi makna yang terdapat dalam iklan layanan masyarakat pemerintah Kota Bandung berdasarkan penggunaan ikon, indeks, dan simbol. Penelitian ini menghasilkan 12 data Iklan Layanan Masyarakat yang dikelompokkan ke dalam iklan kesehatan masyarakat, kewarganegaraan, sosial, dan pendidikan. Keduabelas iklan tersebut cenderung sahih karena memenuhi lima syarat tuturan performatif. Selain itu, peneliti menemukan tiga ilokusioner, yaitu asertif, direktif, dan ekspresif, sedangkan fungsi implikatur yang muncul adalah pernyataan, ajakan, perintah, dan larangan. Sementara itu, penggunaan ikon, indeks, dan simbol memiliki keterkaitan satu sama lain dan mewakili setiap tanda dalam iklan.;--This research is motivated by verbal and nonverbal which appear in Public Service Advertisement (PSA) in Bandung Government. Verbal variations can be seen from the text that appears in each ad. The texts create an appeal to the ad reader as they are accompanied by a text-related image. The images presented are unique, creative, and engaging. Therefore, researchers are interested to examine the ad data using pragmatic and semiotics studies. This research uses a speech act analysis framework that focuses on the illusionary power of speech, ie assertive, directive, expressive, commissive, and declarative. Meanwhile, the study of semiotics focused on sign, representament, and interpretant in which there are icons, indexes, and symbols. The method of this research is qualitative descriptive with technique of record, record, and documentation. The objectives of this research are (1) to describe the validity of performative speech in public service advertisement of Bandung city government, (2) to describe the power of focusion in public service advertisement of Bandung city government, (3) to describe implicatur in public service advertisement of Bandung city government, 4) describes the representation of meaning contained in public service advertising Bandung city government based on the use of icons, indexes, and symbols. The study produced 12 Community Service Advertising data that were grouped into public health, citizenship, social, and educational advertisements. The twelve ads tend to be valid as they meet the five terms of performative speech. In addition, the researchers found three illiocentiary, namely assertive, directive, and expressive, while the implicatur function that emerges is the statement, solicitation, command, and prohibition. Meanwhile, the use of icons, indexes, and symbols are related to each other and represent every sign in the ad.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S BSI SAN d-2018; Pembimbing : I. Aceng Ruhendi, II. Jatmika Nurhadi; NIM : 1406160 |
| Uncontrolled Keywords: | iklan layanan masyarakat, daya ilokusioner, pragmatik, semiotika, public service advertisement, ilokusioner power, pragmatik, semiotics |
| Subjects: | P Language and Literature > P Philology. Linguistics |
| Divisions: | Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa dan Sastra Indonesia > Program Studi Bahasa dan Sastra Indonesia (nonpendidikan) |
| Depositing User: | Agung Rizki Sulistino |
| Date Deposited: | 14 Aug 2019 06:13 |
| Last Modified: | 14 Aug 2019 06:13 |
| URI: | http://repository.upi.edu/id/eprint/37819 |
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