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ABSTRAK Tujuan penelitian ini adalah untuk menganalisis penggunaan Fremdsprache atau
bahasa asing khususnya pada 10 iklan komputer produk Apple, ASUS dan DELL
di Jerman. Analisis iklan ini menggunakan teori Fremdsprachige Elemente in
Werbesprache. Berdasarkan hasil analisis kata yang berasal dari bahasa Inggris
paling banyak ditemukan dalam iklan komputer tersebut. Namun, banyak juga
ditemukan penggunaan kata asing yang berasal dari bahasa lain, seperti bahasa
latin, Italia dan Perancis. Jenis-jenis penggunaan Fremdsprache dalam analisis
beragam, seperti Fremdwort, Lehnwort, Hybridbildungen, Lehnübersetzung dan
Lehnübertragung. Selain itu terdapat pula istilah-istilah internasional yang khusus
digunakan dalam bidang teknik. Tujuan penggunaan Fremdsprache dalam iklan
umumnya untuk membuat iklan lebih menarik bagi konsumen.
ABSTRACT The purpose of this research is to analyze the use of Fremdsprache or foreignlanguage in 10 computer advertisements of some products in Germany such asAPPLE, ASUS and DELL. This research uses Fremdsprachige Elemente inWerbesprache theory. The result shows that English is the most widely used inthose computer advertisements. However there are also some other languages thatcan be found in those advertisements such as Latin, French and Italian. There arevarious types of Fremdsprache that can be found in those advertisements such asFremdwort, Lehnwort, Hybridbildungen, Lehnübersetzung and Lehnübertragung.Furthermore, many international terms, such as specific terms of engineering, areused in computer advertisements. The purpose of using Fremdsprache in anadvertisement is to make the advertisement more appealing to the customers, The purpose of this research is to analyze the use of Fremdsprache or foreignlanguage in 10 computer advertisements of some products in Germany such asAPPLE, ASUS and DELL. This research uses Fremdsprachige Elemente inWerbesprache theory. The result shows that English is the most widely used inthose computer advertisements. However there are also some other languages thatcan be found in those advertisements such as Latin, French and Italian. There arevarious types of Fremdsprache that can be found in those advertisements such asFremdwort, Lehnwort, Hybridbildungen, Lehnübersetzung and Lehnübertragung.Furthermore, many international terms, such as specific terms of engineering, areused in computer advertisements. The purpose of using Fremdsprache in anadvertisement is to make the advertisement more appealing to the customers]"
Fakultas Ilmu Pengetahuan Budaya Universitas Indonesia, 2015
