GAYA BAHASA IKLAN PADA KORAN KOMPAS

Abstrak

This research was motivated by the development of language both print and elekteronik influence one print media such as newspapers are displayed as news, advertisements, articles, and so on. One of the papers that provide information to the public is the newspaper Kompas. Kompas newspaper is the largest newspaper in Indonesia, even in Southeast Asia. Ads served using a variety of language styles to attract and influence the reader. The purpose of this study was to describe the form of the use of language style on consumer advertising, finance, and retail in the newspaper Kompas. The theory  in this study is was proposed by Keraf and several other supporting theories about language style. This study was a qualitative research that generates verbal data in the form of words written and spoken that can be observed. The method was is descriptive the technigue wera: is a way to collect, identify, classify, analyze, interpret data, and make conclusions. The object of this study was consumer advertising, finance, and retail at Kompas newspaper from June 8 untill June 14, 2013. From the data analysis, it can be seen that the use of language in the style of the ad is quite varied stylistic personification, hyperbole, teutologi, metaphor, assonance, sinekdoke, paradox, and Innuendo. However, the most dominant style of language was personification and hyperbole. Based on the results of this study, we can concluded that the style that was most often use in financial advertising, consumer, and retail in Kompas newspaper was the personification of style and stylistic hyperbole.

Keywords: Language Style, Advertising, Kompas newspaper