STRUKTUR WACANA IKLAN MAKANAN PADA YOUTUBE DAN IMPLIKASINYA TERHADAP PEMBELAJARAN BAHASA INDONESIA

Yulia, Risda (2025) STRUKTUR WACANA IKLAN MAKANAN PADA YOUTUBE DAN IMPLIKASINYA TERHADAP PEMBELAJARAN BAHASA INDONESIA. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK Penelitian ini bertujuan mendeskripsikan struktur wacana iklan makanan di Channel YouTube TVCoMM INFO periode Mei 2025 melalui analisis butir utama, badan penjelas, dan penutup. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data meliputi dokumentasi, simak, dan catat. Peneliti berperan sebagai instrumen utama dengan bantuan dosen pembimbing, teori struktur iklan, dan video iklan yang diteliti. Pada bagian pembuka iklan, dianalisis empat jenis proposisi: berupa pertanyaan, keuntungan bagi konsumen, ajakan atau perintah, dan membangkitkan rasa ingin tahu. Hasil analisis menunjukkan 7 iklan memuat keempat jenis proposisi, 5 iklan memuat tiga jenis, 4 iklan memuat dua jenis, dan 4 iklan hanya memuat satu jenis proposisi. Pada isi iklan, ditemukan tiga motif untuk meyakinkan konsumen, yaitu motif subjektif (emosional), motif objektif (rasional), dan motif campuran. Sebanyak 8 iklan memuat ketiganya secara lengkap, 11 iklan hanya menggunakan motif objektif, dan 1 iklan memuat dua motif tanpa membentuk motif campuran yang utuh. Pada bagian penutup, dianalisis empat teknik: lunak, campuran lunak dan keras, campuran keras dan pasif, serta campuran lunak dan pasif. Hasilnya, 4 iklan memuat keempat teknik, 3 iklan memuat tiga teknik, 12 iklan menggunakan dua teknik, dan 1 iklan hanya memakai teknik lunak. Kata Kunci: Wacana, Struktur wacana, Iklan. ABSTRACT This study aims to describe the discourse structure of food advertisements on the TVCoMM INFO YouTube Channel for the period of May 2025 through an analysis of the main points, explanatory body, and closing. This study uses a qualitative approach with descriptive methods. Data collection techniques include documentation, listening, and note-taking. The researcher acted as the main instrument with the assistance of a supervisor, advertising structure theory, and the studied advertising videos. In the opening section of the advertisement, four types of propositions were analyzed: in the form of questions, benefits for consumers, invitations or commands, and arousing curiosity. The results of the analysis showed that 7 advertisements contained all four types of propositions, 5 advertisements contained three types, 4 advertisements contained two types, and 4 advertisements contained only one type of proposition. In the content of the advertisements, three motives were found to convince consumers, namely subjective (emotional) motives, objective (rational) motives, and mixed motives. A total of 8 advertisements contained all three completely, 11 advertisements used only objective motives, and 1 advertisement contained two motifs without forming a complete mixed motif. In the closing section, four techniques were analyzed: soft, a mixture of soft and hard, a mixture of hard and passive, and a mixture of soft and passive. As a result, 4 advertisements contained all four techniques, 3 advertisements contained three techniques, 12 advertisements used two techniques, and 1 advertisement only used soft techniques. Keywords: Discourse, Discourse Structure, Advertising.

Item Type:	Thesis (S-1)
Subjects:	P Language and Literature > PI Oriental languages and literatures P Language and Literature > PN Literature (General)
Divisions:	Fakultas FKIP > S1 Pendidikan Bahasa dan Sastra Indonesia
Depositing User:	Ny RISDA YULIA
Date Deposited:	22 Aug 2025 03:05
Last Modified:	22 Aug 2025 03:05
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/10240

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