PENGGUNAAN GAYA BAHASA DALAM IKLAN RADIO ARBES FM PADANG PERIODE MEI SAMPAI DESEMBER 2014

Abstrak

The purpose of this research was to describe using of language style, styling dominant language, functions of languange style contained in Arbes FM Radio Padang advertisement. The theory that used on this research are theory that stated by Bungin (2008) abaut concerning advertising, theory Keraf (2009), Tarin (2009), Pradopo (1990) about the style of language. The research was a qualitative research, because this research produces descriptive data in the form of words or word of mouth from the people and behaviors. Based on the results can showed that the style language contained in Arbes FM Radio Padang such as : (1) style personification (2) stylistic irony (3) stylistic metonymy (4) style enumeration (5) hyperbole (6) tautology or redundancy. Based on the results of data analysis study concluded that the most dominant style of language used in advertising Arbes Radio FM Padang is a stylistic hyperbole, because the style of this hyperbole language stating something exaggerated, interesting, and reinforce the impression of self-image of the listener. If the advertising do not use hyperbole language style, it is very difficult to influence the listener.

Key words : language style, advertising, radio Arbes Fm Padang