An Analysis of Semantics Language of Advertisement within the Baliho in Padang City”. Educational Program of Studies Indonesian Language and Literature, Language and Art Department, Faculty of Teacher Training and Education, Bung Hatta University, Padang.
Abstrak
Language plays an important role in humans’ lives where every single person need language to communicate in order to achive every aspect for lives. Indeed, it shows that a language is the most important communication tool for humans (Finoza, 2010:2). Nowadays, in thus globalization era, the existence of communication tool—wheter the conventional or electronic ones—influences the development of the language itself. One of the medias is advertisement. Advertisement is a persuasive media that is purposed to influence or persuade people or the customers to buy the product. One of the medias for advertisement that exist in the environment is baliho.
Baliho is a media for publishing that has huge size and also huge illustration in order to ger people’s attention and it is usually placed in places that crowd (Kamus Besar Bahasa Indonesia, 2008: 126). Within the baliho, there are some components that always accompany it. The components are such as pictures, words abd colors that have their own meaning. However, the language within the baliho plays an important role in delivering the message. In order to understand the message within the baliho, it can be nalyzd by using one of features in semantics, the lexical feature. Lexical meaning defines as the real description of a concept which is symbolyzed by that word (Chaer, 2009: 60). Thus, according to the explanation above, the researcher is interested to identify the semantics field of language used within the baliho in Padang city.
The research is a qualitative research with descriptive method. Moleong (2010:6) states that qualitative researcg is a kind of research that is purposed to understand the phenomenon that happens to the subject of the research. The method used is descriptive method. The data tahat will be used in this research are in the form of words, pictures not numbers (Moleong, 2010:11). The method used for analyzing the language within the advertisement in the baliho in Padang city is using sematics field. The object for this research is the lexical meanig within the advertisement within the baliho in Padang city that were collected from December 2 to December 24 2017.
The data for this research were collected by phone camera by taking the pictures. The numbers for the baliho as the data were 39 with different locations. According to the findings and the analysis of the data, it was found that there were three data that are inappropriate with the lexical meaning. The data are number 7, 10 and 11. On the other hand, the other thirty six data are already appropriate with the lexical meaning where the numbers are 1, 2, 3, 4, 5, 6, 8, 9, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, and 39. From the anaysis of the data, it was also found the advertisements that used foreign and other native languages that should be appropriate Indonesian language.
According to the research and the analysis of the data, it can be concluded that there are still many advertiseent within the baliho in Padang city is inappropriate with the lexical their lexical features. Thus, the meaning and purpose from the publisher with their lexical meanings. In addition, according to this research, there are some suggestions as follow: (1)The college students of educatuional Indonesian literature should enrich their knowledge and understanding about lexical meaning that treated as one of the part of semantics field. (2)The publisher should fix the language used within the advertisements and pay attention to its lexical feature. (3)The other researchers should take this research as a guidance for conducting further studies especially the semantics field.
Keywords: Advertisement, Baliho, Lexical Meaning
