PENGGUNAAN GAYA BAHASA DALAM IKLAN RADIO ARBES FM PADANG

Abstrak

This study is the use of language in the style of radio advertising Arbes FM Padang. The research objective was to describe the kind of style,a style that is most dominant style that functions contained in Arbes FM Radio advertising field.The theory used in this study is the theory proposed by Bungin about advertising, and the theory and Pradopo Keraf about style. The research is qualitative research, because this research produces descriptive data in the form of words-words or spoken of-people and behavior were observed. Based on the results of the study indicate that the style of the language contained in the advertisement Arbes Radio FM Padang varied kind, namely: (1) stylistic comparisons,(2) style personified, (3)style sinekdoke,(4) the language style of metonymy, (5 ) style inuendo, (5) style tautology, (6) style hyperbole. Based on the analysis of the study concluded that the most dominant style of language is used in advertising Arbes Radio FM Padang is the hyperbolic language style, becausee style is hyperbolic language stating something excessive-overage and function to influence, appeal, reinforces the impression and self-image of listeners. If the ad does not use the language style hyperbole, It is very difficult to influence the listener.

Keywords: Advertising, Language Style, Radio FM Padang Arbes