BEAUTIFYING THE WORLD: THE CASE OF WARDAH LANGUAGE FUNCTIONS IN THE INSTAGRAM ADVERTISEMENT
DOI:
https://doi.org/10.62281/v3i7.2554Keywords:
Mempercantik, Dunia, Fungsi Bahasa Wardah, Instagram, IklanAbstract
Penelitian ini menganalisis fungsi bahasa dalam iklan Instagram Wardah dengan menggunakan Teori Roman Jakobson sebagai kerangka analisis. Tujuan dari penelitian ini adalah untuk mengidentifikasi jenis-jenis fungsi bahasa yang digunakan dalam teks dan gambar yang ditampilkan di Instagram, serta menentukan frekuensi kemunculan masing-masing fungsi. Penelitian ini menggunakan metode deskriptif kualitatif, dengan data yang dikumpulkan dari enam gambar iklan yang memuat berbagai elemen tekstual, seperti tagline, frasa promosi, dan deskripsi produk. Hasil penelitian menunjukkan bahwa fungsi bahasa yang paling dominan adalah fungsi konatif (persuasif) dan fungsi referensial. Fungsi konatif digunakan untuk memengaruhi tindakan konsumen dan mendorong keputusan pembelian melalui ungkapan yang persuasif dan berfokus pada manfaat. Sementara itu, fungsi referensial memberikan informasi faktual tentang kandungan, fitur, dan manfaat produk. Fungsi lain seperti emotif, ekspresif, direktif, dan puitis juga muncul, namun dengan frekuensi yang lebih rendah. Penggunaan fungsi bahasa yang strategis ini membantu Wardah membangun citra merek yang kuat, menjalin hubungan emosional dengan konsumen, dan menumbuhkan kepercayaan. Secara keseluruhan, iklan Wardah tidak hanya memberikan informasi, tetapi juga membujuk dan melibatkan audiens secara emosional, sehingga mendukung citranya sebagai merek kecantikan halal yang modern, profesional, dan dapat dipercaya.
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