Open AccessWACANA IKLAN DALAM MEDIA MASSA SUNDA (Analisis Sintaksis dan Pragmatik)
Author(s) -
Sandri Sandiansyah,
Yayat Sudaryat
Publication year - 2018
Publication title -
lokabasa: jurnal kajian bahasa, sastra, budaya daerah, serta pengajarannya/lokabasa
Language(s) - English
Resource type - Journals
eISSN - 2528-5904
pISSN - 2338-6193
DOI - 10.17509/jlb.v8i2.14202
Subject(s) - deixis , linguistics , implicature , computer science , cohesion (chemistry) , pragmatics , humanities , philosophy , physics , quantum mechanics
Tulisan ini dilatarbelakagi fakta bahwa wacana iklan merupakan informasi yang disampaikan ke masyarakat. Tujuannya untuk mendeskripsikan wacana iklan bahasa Sunda dikaji dari jihat sintaksis dan pragmatisnya. Mengumpulkan data menggunakan studi bibliografi dan sadap rekam selanjutnya dianalisis dan dideskripsikan. Data terkumpul sebanyak 201 wacana. Dikaji dari struktur sintaksisnya mencakup kohesi (gramatikal dan leksikal), konjungsi (koordinatif, subordinatif, korelatif, dan antarkalimat), dan koherensi (referensial dan tekstual). Dikaji dari jihat pragmatis mencakup deiksis (eksoforis dan endoforis), presuposisi (eksistensial, faktif, leksikal, struktural, dan konterfaktual), implikatur, tindak tutur (komisif, impositif, ekspresif, dan asertif), dan struktur koversasi (prinsip kerja sama dan kesopanan).AbstractThis paper is based on the fact that the advertising discourse is the information communicated to the public. This study aims to describe the Sundanese advertisements discourse studied from syntactic and pragmatic perspective. The data collecting techniques are bibliographic studies and tapping records that is analyzed and described. Data collected are 201 discourses. The books of the syntactic structure include cohesion (grammatical and lexical), conjunctions (coordinative, subordinate, correlative, and inter-clause), and coherence (referential and textual). The judgments of pragmatic jurisprudence include deixis (exophoric and endophoric), presuppositions (existential, factive, lexical, structural, and counterfactual), implicatures, speech acts (commissive, impositive, expressive, and assertive), and the conversation structure (principle of cooperation and modesty).