A SEMIO-PRAGMATIC ANALYSIS ON ONLINE SHOPPING APP ADVERTISEMENT

AULIA, PUTRI PRAMUDITA (2024) A SEMIO-PRAGMATIC ANALYSIS ON ONLINE SHOPPING APP ADVERTISEMENT. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT The research is about Semio-Pragmatic Analysis on Online Shopping App Advertisement. Semiotics or the study of sign, aims to find the meaning contained in a sign or to interpret its meaning. Pragmatics is concerned with the structure of language, specifically how linguistic units are used in communication. Advertising is defined a form of communication, whose author or sponsor sends a message to a recipient (costumer) with the explicit intention to sell a product (or idea) to the customers. Proper use of language and sign language is important in advertising for successfully promoting items. The purpose of this study to find out the sign system and to find out the speech acts used on the Tokopedia and Shopee advertisements. This research was conducted using descriptive qualitative method to describe and analyze this research using Pierce‟s semiotic theory about signs and Yule‟s pragmatic theory about speech act. The objects of this research are Tokopedia and Shopee. The data were presented in the form of linguistic elements in online shopping app advertisements. The result of this research in semiotic found of twenty eight screen captured in advertisements consisting fourteen icons, seven indexs, seven symbols. In summary, the result shows that Pierce‟s semiotic concept can be used to explain the meaning of signs that the speaker decided to show the product through the advertisement to the audiences. The researcher also found the language contained in Tokopedia and Shopee advertisements using pragmatic theory can be concluded that, in the twenty four utterances of advertisements obtained, found that there are twenty two speech acts that used in this research. The result, found twenty two speech act consisting nine representative, nine directives, and four expressives. It was found that there are direct and indirect speech acts among the three online app advertisements, namely Tokopedia and Shopee advertisements. The results showed that by using advertisements speakers can convey messages in accordance with the required functions. Key words: advertisement, linguistics, online shopping application, pragmatics, semiotics

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