Ambiguitas Makna dalam Slogan Iklan Makanan dan Minuman di Televisi: Suatu Tinjauan Semantik
Abstract
Penelitian ini bertujuan untuk mengetahui bentuk ambiguitas makna yang terdapat pada slogan iklan makanan dan minuman di televisi. Metode penelitian ini adalah deskriptif kualitatif. Metode kualitatif adalah penelitian yang menghasilkan data deskriptif, yaitu dari yang berupa kata-kata tertulis/lisan dari orang-orang atau perilaku yang diamati. Teknik pengumpulan data dilakukan dengan teknik pustaka, simak, dan catat.Hasil penelitian dan pembahasan pada penelitian ini, dapat disimpulkan bahwa tedapat sebanyak 19 slogan iklan makanan dan minuman yang mengandung ambiguitas makna. Ambiguitas makna yang tedapat pada slogan tersebut diantaranya 8 ambiguitas gramatikal dan 11 ambiguitas leksikal. Ambiguitas gramatikal terjadi saat proses pembentukan ditingkat kebahasaan, juga karena susunan kalimat yang kurang tepat. Ambiguitas leksikal merupakan makna (kata) lebih dari satu, dapat mengacu pada benda, dan sesuai dengan lingkungan pemakaiannya. Dalam hal ini sebagai suatu peristiwa tutur pemaknaan terhadap tuturan tidak dapat begitu saja dilepaskan dari konteks.
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References
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