A SEMIO – PRAGMATIC ANALYSIS ON TOYOTA LAND CRUISER PRINTED ADVERTISEMENT

ROSIKA, SAPITRI (2024) A SEMIO – PRAGMATIC ANALYSIS ON TOYOTA LAND CRUISER PRINTED ADVERTISEMENT. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT Advertisement is textual content that usually uses some figurative language, which contains words to direct readers to shop and use certain services or products. In the ad that the researcher wants to analyze in this study is the advertisement that is disclosed, in the advertisement there are sentences to persuade or invite either directly or indirectly and there is a snap shot which states that this advertisement is true and in accordance with the product, to be promoted. Many people do not understand the contents of the advertisement and what language is contained in the advertisement, because basically advertising is a verbal exchange tool in which someone wants to express or direct consumers to buy their product. The phenomenon of advertising is not only effective on television or radio but in magazines, newspapers and even posters. In the field of education, language mastery in the faculty is directed at improving students' speaking skills, both orally and in writing. Instructors must also take into account that the ultimate goal of language teaching is for students to become professionals in the language, such as listening, speaking, analyzing, and writing. In this study how to interpret advertising based on Pierce's Semiotics theory and Yule's Pragmatic theory. The researcher wants to analyze the signs and language in Toyota printed advertisements by using Pierce's Semiotics as a visual analysis and Yule's Pragmatics as a verbal analysis. This study aims 1) to find out the signs in the Toyota Land Cruiser printed advertisement and 2) to find out the speech acts used in the Toyota Land Cruiser printed advertisement. The method used in this study is a qualitative method using qualitative descriptive analysis techniques. The data collection technique was by downloading from Instagram and Websites as printed advertisement, the researcher took several pictures of the Toyota Land Cruiser poster, and after collecting the data, the researcher analyzed the data using Pierce's semiotic theory to analyze signs and Yule's Pragmatic theory to analyze the speech acts in the advertisement. From the analysis of the data it was found the findings and results that the advertising icon in this study was the Toyota land cruiser, this shows that the image of iv the Toyota Land Cruiser is the object of the advertisement. There is an index that aims to convey messages and signs of cause and effect from the image of the advertising object. Therefore, the researcher finds machine and water as indexes in the advertisement. There is a symbol in this advertisement, namely the silver Toyota company symbol which is used as a symbol for Toyota Land Cruiser print advertisements in this study. Based on the research findings on the three advertisements using direct and indirect sentences. The results of the study show that by using advertisements, speakers can convey messages according to the functions needed. Keywords: Advertising, Pierce's Semiotic sign, Yule Pragmatics, Speech Acts.

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