Understanding Meaning From Online Advertisement Through Semantics Analysis of Slang (SAOS): A Case on Semantics

Khairun Niswa, Hastianah Hastianah, Herman Herman, Endang Fatmawati, Nanda Saputra and Mukmin Mukmin

Studies in Media and Communication, 2023, vol. 11, issue 5, 2-9

Abstract: This study was conducted to analyze the types and dominant types of semantic meaning of slang word in online advertisement. This research is to explain about various kinds of semantic meaning of slang that used in online advertisement. The phenomenon of slang, especially in online advertisement, has became a trend or style of speech in society. As part of everyday communication, it is always found in human daily conversation. The advertiser used slang language in the online advertisement to catch or attracting millenial generation attention. This research uses qualitative descriptive method. The data from this study are all utterances that consists of 12 selected online advertisement. Semantics (the study of meaning) theory proposed by Leech is used to examine the data utilizing the seven categories of meaning (1983). Seven different categories of meaning are used to categorize the data- denotative, connotative, social, affective, reflective, collocative, and thematic meanings. As a result, five different sorts of meaning have been identified- denotative, connotative, social, affective, and reflective. Online advertisements primarily use denotative meaning.

Date: 2023
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