The Pernatic Analysis Of The Language Of Advertising In Airia Advertising
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THE SEMANTIC ANALYSIS OF THE LANGUAGE OF
ADVERTISING IN AIRASIA ADVERTISEMENT
1.1 Background of Study
Advertising has become a powerful element within the media empire. People are
exposed to many forms of advertising every day, either consciously or subconsciously. There
are strong prejudices about advertising, however, it must be admitted that it is
economically necessary and beneficial.
Advertising is so effective means of communication that it attracts attention. According
to the theory proposed by Dyer (1982), advertising means drawing attention to something or
notifying or informing somebody of something. The issue of whether advertising languages
are attractive and persuasive or not has became the point of attention. The language used in…show more content… III. DATA ANALYSIS
The data were collected from various AirAsia advertisements on the internet. Then,
those advertisements listed and analyzed based on the semantics types of meaning. Each data
will be analyzed quantitatively in order to get the meaning of the data.
1. Connotative Meaning
The overtones or associations which a word suggests or implies.
Example: “FAMILY MATTERS. TRAVEL WITH THEM NOW!”
Just look at the word “family” here. This word often associated with love, care,
tenderness, forgiving, and etc. AirAsia is tried to persuade the people that they should
have a holiday with their loved ones. It can strengthen the love between the others, and
AirAsia is ready to serve the best for them.
2. Social/Stylistic Meaning
The meaning which is appropriate in different context.
Example: “FLY HOME FOR RAYA WITH US”
is formal, and the word “home” is casual. “Home” is often associated with comfortable
and peace. In my opinion, in this advertisement, AirAsia indicates that passenger’ flight
with them will be as comfortable as it is at their home.