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KIMLI 2016

“Menggali Kekayaan Bahasa Nusantara”

Universitas Udayana

Denpasar, 24 – 27 Agustus 2016

Tanpa Penyuntingan

MASYARAKAT LINGUISTIK INDONESIA

KIMLI 2016 KONGRES INTERNASIONAL MASYARAKAT LINGUISTIK INDONESIA

Cet.1.-Edisi I – 2016

xx+975 hlm. 29,5 x 21 cm

ISBN: 978-602-17161-4-4

Copyright © 2016

Masyarakat Linguistik Indonesia

&

Universitas Udayana

ii

KATA PENGANTAR

Buku Kumpulan Makalah ini memuat makalah-makalah ringkas yang disajikan pada Kongres

Internasional Masyarakat Linguistik (KIMLI) 2016 yang diselenggarakan di Universitas

Udayana Bali pada 24-27 Agustus 2016. Kongres ini merupakan kegiatan Masyarakat Linguistik

Indonesia (MLI) yang diadakan setiap dua tahun, dan pada tahun 2016 ini terselenggara berkat

kerja sama dengan dukungan Universitas Udayana.

Tema yang diangkat pada KIMLI 2016 adalah “Menggali Kekayaan Bahasa Nusantara.” Sesuai

dengan temanya, makalah-makalah yang tersaji dalam buku ini membahas berbagai ihwal

tentang bahasa-bahasa Nusantara, baik kajian mengenai ragam bahasa Indonesia, bahasa Melayu,

dan bahasa-bahasa daerah. Topik kajian juga sangat bervariasi, baik linguistik murni maupun

berbagai kajian mengenai linguistik terapan. Penyaji makalah tidak hanya mereka yang berasal

dari berbagai penjuru wilayah Indonesia, tetapi juga dari mancanegara seperti Polandia, Amerika

Serikat, Australia, Jepang, Malaysia, Brunei Darussalam, dan Italia.

Buku Kumpulan Makalah ini terwujud berkat kerja keras tim penyusun buku, yang sebagian

besar adalah staf administrasi Sekretariat MLI di Jakarta. Untuk itu atas nama Pengurus MLI

Pusat dan Panitia Pengarah KIMLI 2016 kami mengucapkan terima kasih yang sebesar-

besarnya.

KIMLI 2016 dapat terselenggara atas bantuan dan dukungan berbagai pihak. Pertama kami

sampaikan penghargaan yang setinggi-tingginya kepada Rektor Universitas Udayana yang telah

memberikan bantuan dana, fasilitas tempat dan tenaga profesional, serta hal-hal lainnya. Ucapan

terima kasih juga kami sampaikan kepada Ketua MLI Cabang Universitas Udayana dan seluruh

Panitia Penyelenggara KIMLI 2016, yang telah bekerja keras selama satu tahun terakhir ini demi

terlaksananya Kongres ini.

Selamat mengikuti KIMLI 2016. Semoga Kongres ini membawa manfaat bagi kita semua.

Denpasar, Agustus 2016

Katharina Endriati Sukamto

Ketua MLI & Panitia Pengarah KIMLI 2016

v

AN ANALYSIS OF VERBAL AND NON-VERBAL SIGNS IN COMMERCIAL

ADVERTISEMENT Arum Nur Wijayanti dan Dedy Subandowo 80

PENGGENDERAN TEKNOLOGI: IDEOLOGI GENDER DALAM WACANA

TEKNOLOGI DI INDONESIA

Asep Wawan Jatnika, Dicky R. Munaf, Ferry Fauzi Hermawan, dan Jejen Jaelani 82

BAHASA DAN KEKUASAAN DALAM BUKU BACAAN ANAK MASA KOLONIAL

Asep Yusup Hudayat 87

KEHADIRAN PEMARKAH DETERMINASI PADA KALIMAT EKATRANSITIF

BAHASA MAKASSAR

Asriani Abbas 92

MARKERS FOR INTRODUCING A NEW REFERENT IN THE BANTIK LANGUAGE

Atsuko Kanda Utsumi 97

TINDAK PERLOKUSI PADA MEDIA SOSIAL INSTAGRAM @jokowi: SUATU

TINJAUAN PRAGMATIK

Ayesa 98

IDEOLOGI KESABARAN DALAM KARYA SASTRA INDONESIA

B.B.Dwijatmoko 103

METAPHORS IN CRIME NEWS STORY SERIALS: A CASE STUDY OF THE

INDONESIAN ONLINE DETIKNEWS

Bahren Umar Siregar 107 107

NILAI-NILAI KEARIFAN LOKAL TORAJA DALAM UNGKAPAN BUDAYA UMBAA

PANGNGAN

Berthin Simega dan Daud Rodi Palimbong 108

BENTUK KESANTUNAN PENOLAKAN DALAM BAHASA MELAYU RIAU DIALEK

MERANTI: ANALISIS BENTUK PEMAKAIAN BAHASA DI KALANGAN

MAHASISWA UR

Charlina dan Elvrin Septyanti 113

AGAMA SEBAGAI PENENTU PEMILIHAN BAHASA IBUNDA DAN IDENTITI

PENAN MUSLIM DI SARAWAK (MALAYSIA TIMUR)

Chong Shin dan Mohd Syukri Yeoh bin Abdullah 117

ANALISIS TINDAK TUTUR DIREKTIF DALAM BAHASA SUNDA DAN BAHASA

INDONESIA

Cipto Wardoyo 122

IT-BASED TRANSLATION: HOW ACCURATE ARE THEY?

Clara Herlina Karjo 128

ANALISIS WACANA MEME DI AKUN INSTAGRAM

Dany Ardhian 132

FAKTOR-FAKTOR YANG MEMPENGARUHI PILIHAN TINGKAT TUTUR

BAHASA BALI PADA PENUTUR TRIWANGSA GUYUB TUTUR BAHASA BALI

KOTA SINGARAJA: KAJIAN SOSIOLINGUISTIK

Dewa Putu Ramendra 136

Kongres Internasional Masyarakat Linguistik Indonesia 2016 Denpasar, 24-27 Agustus 2016

80

AN ANALYSIS OF VERBAL AND NON-VERBAL SIGNS IN COMMERCIAL

ADVERTISEMENT

Arum Nur Wijayanti dan Dedy Subandowo

Muhammadiyah University of Metro Lampung

arumnurwijaya89@gmail.com, dedy.subandowo@pbiummetro.ac.id.

ABSTRACT

The advertisement is presented in various kinds of media such as printed and electronic media with interesting,

creative, attractive, as well as persuasive appearance. In fact, every advertisement has message to be delivered to the

customers. Advertisement use a sign system which is comprised with verbal and non-verbal signs. This study is

aimed prescribe verbal and non-verbal in commercial advertisement, and the contained meaning in the

advertisement.

This is a descriptive qualitative research study. The object of this research is verbal and non-verbal signs, and the

data are taken from the commercial advertisement on television and You Tube site. The commercial advertisement

are categorized into drink, technology, material, cleanser, and provider advertisement. The writer uses recording and

noting technique to collect the data. The process of data analysis is started by looking, reading, identifying, signing,

and coding the signs into the table classification based on both verbal and non-verbal signs, and contained meaning

in the advertisement.

The result of the study shows that verbal signs used in advertisement are expressive speech act and declarative

speech act. There are four expressive speech act for verbal signs in commercial advertisement of You C 1000 by

Paulina Vega, Nutrilon Royal 3-Life is an advanture, Semen Gresik, Hino Dutro Truck Car, and declarative speech

act are found in (Line)-Brings You Closer, AQUA Mineral Water, Cling the Glass Cleanser, Hilo School Milk‖My

Kid My Hero‖ and Yamaha Jupiter MX Motorcycle-Komeng and Rossi. On the other hand, non-verbal signs

showed in the advertisement are pictures, body language, and aye contact for the hidden meaning. The last fact

findings are the meaning behind the commercial advertisement which are categorized into denotation and

connotation menaing.

Keywords: Advertisement, Speech Act, Verbal and Non-verbal signs

INTRODUCTION

To convey the meaning, verbal langauge is used in advertisement. Verba therefore, is the most common

way for people to relay messages. On the other hand, Verbal refers to the spoken word. According to

Chandler (2007:14) stated that ― Verbal language are sound or letters which convey an idea such as

words, phrases, and sentences. To know about the meaning, Pragmatic is concerned with the study of

meaning. It has correlation between verbal and pragmatic itself is the study of speaker‘s meaning because

verbal is an oral communication. The advantage of studying language via pragmatics is that one can talk

about people‘s intended meanings, their assumptions, their purposes or goals, and the kinds of actions (for

example, requests) that they are performing when they speak. In addition, pragmatic has kind, one of

them is speech act. According to Searle (1986) in his book entitled Expression and Meaning, presented a

list of what he regarded as the basic categories of illocutionary acts or speech acts. Speech acts can be

divided into five different categories: Assertives, commisives, directives, declaratives, and expressives.

An assertive is a speech act, the purpose of which is to convey information about some state of affairs of

the world from one agent, the speaker, to another, the hearer. A Directive is a speech act, where the

speaker requests the hearer to carry out some action or to bring about some state of affairs. A Commissive

is a speech act, the purpose of which is to commit the speaker to carry out some action or to bring about

some state of affairs. A Expressive is a speech act, the purpose of which is to express the speaker‘s

attitude about some state of affairs. A Declarative is a speech act, where the speaker brings about about

some state of affairs by the more performance of the speech act.

Non-verbal language according to Riswandi (2009:67) ―simply, non-verbal communication is not

words but sign. If there is conflict between what one says with one does, people tend to believe in

nonverbal things‖, the signs such as gesture, body language or posture, facial expression and eye contact.

Theory about signs is semiotics. Semiotics as discipline is simply the analysis of signs or the study of the

function of the sign system. Based on Barthes (1998:41) ‗ denotation is not the first meaning, but pretends

to be so; under this illusion, it is ultimately no more than the last of the connotations (the one which

seems both to establish and close the reading), the superior myth by which the text pretends to return to

the nature of language, to language as nature‘

Kongres Internasional Masyarakat Linguistik Indonesia 2016 Denpasar, 24-27 Agustus 2016

81

METHOD

This is a descriptive qualitative research study. The object of this research is verbal and non-verbal signs,

and the data are taken from the commercial advertisement on television and You Tube site. The

commercial advertisements are categorized into drink advertisement, technology advertisement, material

advertisement, cleanser advertisement, and provider advertisement. The writer uses recording and noting

technique to collect the data. In analyzing the data, the writer described an advertisement by finding the

speech act and contained meaning in advertisement. The data were analyzed by some theories. Theory of

pragmatic by Yule (1996 :47) are used to analyze verbal signs, and non-verbal signs used semiotic theory

by Barthes, (1998:41) to analyze the advertisement.

FINDINGS AND DISCUSSION

The result of the study shows that verbal signs used in advertisement are expressive speech act and

declarative speech act. There are four expressive speech act for verbal signs in commercial advertisement

of You C 1000 by Paulina Vega, Nutrilon Royal 3-Life is an advanture, Semen Gresik, Hino Dutro

Truck Car, and declarative speech act are found in (Line)-Brings You Closer, AQUA Mineral Water,

Cling the Glass Cleanser, Hilo School Milk‖My Kid My Hero‖ and Yamaha Jupiter MX Motorcycle-

Komeng and Rossi. On the other hand, non-verbal signs showed in the advertisement are pictures, body

language, and aye contact for the hidden meaning. The last fact findings are the meaning behind the

commercial advertisement which are categorized into denotation and connotation menaing.

CONCLUSION

Based on verbal data, the researcher analyzed ten commercial advertisements that almost advertisements

are used expressive speech act and declarative speech act. It can be seen from choosing the words, the

actor used attractive words for persuade the viewers to buy the product. The attractive words contain

speech act meaning.

Based on Non-verbal data, the findings show that some pictures, gesture, color, and eye contact used

hidden meaning. Based on the theory of denotation and connotation must be relation. Denotation as a

signifier and connotation as signified, the relation between signifier and signified is completing and

supporting each other.

REFERENCES

Barthes, R. 1998. The semiotics Challange. New York: Hill and Wang.

Barthes, R. 2009. Mythologies. London:Vintage.

Belch G.E. and Belch, M.A. 2001. Advertising and Promotion: An Integrated Marketing Communications Prespective. New

York: Mc Graw-Hill.

Bovee, C.L and Arens, W.F. 1986. Contemporary advertising. US: Richard D.irwin, inc.

Chandler, Daniel. 2007. Semioticians: The Basic 2nd. USA:Routledge.

Drastianti, Istiningrum Retno. 2012. Analisis Semiotika Representasi Dunia Pendidikan di Daerah Pedalaman Papua dalam

Film Berjudul ―Di Timur Matahari‖ Produksi Alenia Pictures, Pendidikan dalam Film.

Jones, J. P. 2002. Behind Powerful Brands. From Strategy to Campaign. New York: Tata Mc Graw-Hill.

Kotler, Philip (Ed). 2000. Advertising. New York :Jhn Willy and co.

Kurnianti, Krisensiana Christiya Flory 2010―The Study Of Verbal And Non-Verbal Language In Communication To Create

Images In Coca Cola Zero Advertisement.‖Yogyakarta: Department of English Letter, Faculty of Letters, Sanata Dharma

University.

Lewis, William. 2000. Advertising: Principle and Practice. Newyork:Routledge.

McCharty, Michael. 1997. Discourse Analysis for Language Teachers. Cambridge

Mulyana, Dedy. 2007. Ilmu Komunikasi Suatu Pengantar. Bandung: Remaja Rosdakarya.

Pratiwi, Desak Putu Eka .2014. The Meaning Of Verbal And Non-Verbal Signs in The Advertisement Of Mineral Water ―Ades‖,

Procedings the 3rd Uad Tefl International Conference.

Riswandi, 2009. Ilmu Komunikasi. Yogyakarta:PT.Graha Ilmu.

Searle, J.R. 1986. Expression and Meaning: Studies in the theory of Speech Acts. Cambridge: University Press.

Sakdiyah, Khalimatus. 2014. An analysis of persuasive Technique used by Pond‘s Comestics in Television Advertisement. Thesis.

English Deepartment. Faculty of Letters and Humanities. State Islamic University Sunan Ampel Surabaya.

Saladin, Djasalim. 2003. Intisari pemasaran dan unsur-unsur pemasaran. Bandung: Linda Karya.

Sobur, Alex. 2003. Semiotika Komunikasi. Bandung: Remaja Rosdakarya.

Yule, George. 1996. Pragmatics. Oxford: Oxford University Press.

Yuliantara, Hajar. 2011. ―Verbal and Non-verbal signs of Football Team‘s Logos in English Premier League‖, English

Department Faculty of Letters and Culture Udayana University.

Biodata:

Nama Universitas Alamat Surel Pendidikan terakhir Minat Penelitian

Arum N. Wijayanti Universitas

Muhammadiyah

Metro

arumnurwijaya89@gmail.com Sedang Menjalani strata 1 Language Use,

Discourse Analysis,

Sociolinguistics Dedy Subandowo dedy.subandowo@pbiummetro.ac

.id.

S2 Magister Linguistic

UGM