MAKNA IMPERATIF YANG TERKANDUNG PADA IKLAN KOSMETIK BERBAHASA JEPANG DALAM MAJALAH “POPTEEN”

Abstract

In this study, the researcher analyzed the imperative meaning which contained on Japanese
cosmetics ads in the magazine " Popteen " as a source of research data . This study aimed to
describe the imperative meaning of Japanese cosmetics ads. The method which was used in this
research is descriptive method. The researcher used Frank Jefkins’s theory to analized the data
where the targeted of advertising can be determined based on the classification of whether
advertising purposes to inform , persuade , remind and also connecting links with the theory
based on pragmatic meaning. In Indonesian, the imperative meaning can be divided into
seventeen types, namely , the imperative command , errands , demand , request , exhortation ,
persuasion , appeal , persilaan , solicitation , request permission , permit , ban , hopes , aspersion ,
giving congratulations , encouragement and ngelulu described by Rahardi . Based on the analysis,
the researcher found in the magazine " Popteen " , advertisement stating imperative inducements
to persuade most widely used by advertisers in the Japanese magazine . The persuade Ads which
stated imperative persuasion are not made in imperative. It is not only persuade any ads , ads
categories and other imperative meaning was also found in the Japanese magazine " Popteen " .

Keywords : Advertising , meaning imperative