Makna kontekstual Bahasa Iklan Rokok di Televisi
Abstract
Penelitian ini dilatar belakangi karena bahasa iklan dalam rokok tidak dapat langsung dipahami, harus dianalisis terlebih dahulu. Meskipun iklan rokok tidak menghadirkan bagaimana cara merokok atau menampilkan wujud rokok berupa gambar pada media. Menariknya setiap bahasa iklan rokok kontradiksi dengan ilustrasi yang ditampilkan dalam iklan. Penelitian ini bertujuan untuk mendeskripsikan makna kontekstual bahasa iklan rokok di televisi Jenis penelitian yang digunakan dalam penelitian ini adalah deskriptif kualitatif. Pendekatan kualitatif lebih menekankan analisisnya terhadap hubungan antar fenomena yang diamati dan menggunakan langkah ilmiah. Penelitian ini bersifat deskriptif karena data yang diperoleh tidak dapat dituangkan dalam bentuk bilangan. Metode ini meliputi masalah aktual dengan cara mengumpulkan, menyusun, mengklarifikasikan, menganalisa, dan menyimpulkan data. Data iklan rokok di Indonesia sangat banyak sehingga dibatasi pada 15 iklan rokok dengan berbagai merk yang berbeda. Iklan rokok dipilih secara acak sehingga mencukupi pada 15 iklan. Slogan yang dimunculkan pada iklan rokok semuanya unik, berbeda dengan iklan-iklan pada umumnya. Makna kontekstual yang terdapat pada setiap iklan rokok pada intinya berdasarkan situasi konteks pada iklan. Situasi konteks yang dimaksud bagaimana kaitan makna slogan dengan ilustrasi yang ditampilkan dalam iklan. Baik subjek, situasi, latar maupun waktu. Jadi, seluruh slogan pada iklan rokok terdapat makna secara kontekstual.
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References
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