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"Paulaner, Karlsberg, dan Beck's merupakan beberapa merek produk bir Jerman yang memiliki latar belakang sejarah cukup tua di Jerman. Ketiga merek bir tersebut sama-sama memiliki kepercayaan yang kuat bagi penduduk Jerman, sehingga dalam pemasaran produk, mereka sama-sama berusaha menampilkan iklan yang mampu menarik perhatian konsumen. Alat retorika merupakan salah satu faktor penting yang menunjang sebuah iklan untuk mengungkapkan keunggulan suatu produk.Penelitian ini bertujuan untuk mengidentifikasi alat retorika yang sering dijumpai pada tujuh iklan dari merek Paulaner, Karlsberg, dan Beck's yang diteliti. Metode yang digunakan dalam penelitian ini adalah metode kualitatif melalui pendekatan pustaka dan analisis deskriptif.Berdasarkan hasil penelitian, banyak dijumpai pemakaian alat retorika Behauptung pada Schlagzeile dan alat retorika Wortspiel pada semua unsur iklan dalam ketiga iklan produk yang diteliti. Selain itu, terdapat alat retorika Dreierfigur pada Slogan yang juga memiliki peranan penting dalam teks iklan untuk menyatakan keunggulan produk yang ditawarkan.

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Paulaner, Karlsberg, and Beck's are some quite-old German brands for beer products that have a historical background. These three brands are equally have a strong belief for the Germans, therefore, in terms of marketing, they broadcast their ads to get customer‟s attention. A rhetorical tool is one of the important factors that support an ads to showcase the benefits of a product.This research aims to identify rhetorical toolsanalysis that are often found in ten ads of brand Paulaner, Karlsberg, and Beck's. This research uses qualitative method by literature review and descriptive analysis.Based on the result, many found the combination of the use of a Behauptung's rhetorical tool on Schlagzeile and a Wortspiel's rhetorical tool on almost all elements in the advertisement of three products. Moreover, there is a Dreierfigur‟s rhetorical tool on Slogan which also has an important role in ads text to showcase the superiority of the products offered."

"ABSTRAK

Dalam skripsi ini, saya meneliti unsur verbal dan visual dalam enam iklan cetak berbahasa Jerman yang dinominasikan oleh Zeitungs Marketing Gesellschaft sebagai Anzeige des Jahres tahun 2011, 2012, dan 2013. Analisis terhadap iklan dan unsur-unsur iklan secara umum menggunakan teori iklan menurut Nina Janich. Analisis terhadap unsur verbal didasarkan pada aspek semantis dengan bantuan aspek sintaksis, sedangkan analisis unsur visual menggunakan konsep semiotika. Hasil penelitian membuktikan bahwa terdapat hubungan saling mendukung antara makna kata, alat retorika, jenis kalimat dan gambar dan warna dalam menyampaikan pesan iklan dan membuat iklan menjadi menarik

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ABSTRACT

The focus of this research is the analysis of verbal and visual elements in six German print advertisements nominated by Zeitungs Marketing Gesellschaft as Anzeige des Jahres in the years 2011, 2012, and 2013. The analysis of advertisement as a whole and the elements of it are based on the concept of advertisement according to Nina Janich. Verbal elements are analysed using semantic approach assisted by syntactic approach, while the visual elements using semiotic approach. The research shows a mutual relation between meanings of words, rhetorical devices, types of sentences and image and colors in conveying the message of the advertisement and to make the advertisement itself more compelling.

"

"Bahasa dalam suatu iklan merupakan hal yang penting. Penggunaan jenis dan bentuk kalimat yang tepat serta pemilihan kata yang juga tepat dan menarik dapat mempengaruhi konsumen untuk membeli produk yang ditawarkan. Komposita merupakan suatu cara yang tepat untuk membuat kata di dalam iklan media cetak menjadi padat, singkat dan jelas. Komposita adalah pembentukan dua kata atau lebih sehingga membentuk kata-kata baru. Komposita yang dibahas adalah komposita yang terdapat dalam iklan kosmetik di media cetak karena kosmetik merupakan produk yang sering diiklankan di media cetak. Tujuan dari penelitian ini adalah untuk mengetahui jenis komposita apa saja yang sering muncul dalam iklan kosmetik. Metode penelitian yang digunakan adalah penelitian deskriptif yang ditunjang oleh data kepustakaan. Hasil dalam penelitian ini menunjukkan bahwa komposita nominal merupakan jenis komposita yang paling sering muncul dalam iklan kosmetik di media cetak. Komposita nominal tersebut dibutuhkan untuk menggambarkan keunggulan dari produk sehingga pembaca merasa tertarik terhadap produk tersebut.

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Language in an advertisement is important thing. Use of kind and form proper sentences and word choice is also appropriate and interesting can influence consumers to buy the products offered. Komposita is a great way to make a word in print media advertisements to a solid, concise and clear. Komposita is the formation of two or more words to form new words. Komposita Komposita covered are contained in cosmetics advertisements in print media as a cosmetic product most heavily advertised in print media. The purpose of this study is to determine what kind komposita often appeared in cosmetics commercials. The research method used is descriptive research that is supported by the literature data. The data in this study is qualitative data. The results in this study suggest that a nominal komposita komposita types that appear most frequently in cosmetics advertisements in print media. The nominal Komposita needed to describe the of the product so that the reader is interested in the product."

"Lieferando.de merupakan salah satu perusahaan penyedia layanan pengantar makanan terbesar di Jerman. Dalam memasarkan jasanya, Lieferando.de menggunakan iklan sebagai media promosi. Iklan yang diterbitkan oleh Lieferando.de acap kali mengundang decak tawa dan menarik perhatian publik. Hal ini disebabkan oleh penggunaan unsur retorika di dalam iklan yang diterbitkannya. Penelitian ini bertujuan untuk mengetahui jenis-jenis retorika yang terdapat dalam iklan Lieferando.de. Hasil dari penelitian ini menunjukkan bahwa terdapat jenis retorika seperti jenis repetisi dan destabilisasi yang digunakan di dalam keenam iklan Lieferando.de yang dianalisis.

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AbstractLieferando.de is one of the biggest food delivery service companies in Germany. Lieferando.de uses advertisements as its media campaign to promote its service. Lieferando.de often releases funny and interesting advertisements to attract public rsquo s attention as it uses rhetorical operation in its advertisements. This research takes aim to find out the rhetorical operation in Lieferando.de rsquo s advertisements. The result of the research shows that there are two kinds of rhetorical operations, such as repetition and destabilization found in six advertisements of Lieferando.de."

"Skripsi ini membahas metafora dalam iklan daring pariwisata Pulau Lombok. Penelitian ini bertujuan untuk mengetahui jenis-jenis metafora yang terdapat dalam teks iklan berdasarkan pemahaman metafora menurut Lakoff dan Johnson dan proses pembentukan metafora menurut Gerhard Kurz. Penelitian ini merupakan penelitian kualitatif yang berbentuk studi pustaka. Metode penelitian yang digunakan adalah deskriptif analisis. Hasil penelitian ini menunjukkan bahwa jenis metafora yang paling sering digunakan berdasarkan pemahaman metafora menurut Lakoff dan Johnson adalah metafora ontologis. Sementara itu, jenis metafora yang paling banyak digunakan berdasarkan proses pembentukannya adalah metafora leksikal. Ranah sumber yang paling banyak digunakan adalah ranah agama atau kepercayaan.

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This thesis analyses metaphors that are commonly used in the online tourism advertisements of Lombok Island. The aim of this research is to find out the varieties and source domain of metaphors used in the advertisements, based on the understanding of metaphor by Lakoff Johnson, as well as Gerhard Kurz rsquo s theory on the formation of metaphor. This is a qualitative research that is based on literature review, and the method used in this research is descriptive analysis. The result of the analysis shows that the most frequently used metaphor according to Lakoff Johnson rsquo s theory is ontological metaphor. On the other hand, lexical metaphor becomes the most common in reference to Kurz rsquo s theory. Furthermore, the source domain of metaphor that is mostly used is from religious domain. "

"Iklan merupakan salah satu strategi pemasaran yang tepat untuk setiap produsen mempromosikan produk atau layanan yang ditawarkan. Dalam iklan pariwisata daring, pembuat iklan harus mampu untuk menggambarkan layanan wisata secara jelas dan semenarik mungkin agar dapat menarik minat dan perhatian pembaca, salah satunya melalui bahasa, seperti kalimat dan pilihan kata yang digunakan. Penggunaan kalimat yang dilihat dari sudut pandang mikrostilistik dapat menunjang fungsi informatif dan fungsi apelatif iklan. Selain itu, teks iklan pariwisata daring ini juga menggunakan kosakata tertentu yang dapat memberikan citra positif terhadap layanan wisata yang ditawarkan.

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Commercial is a marketing strategy that is appropriate for producers to promote their products or services. On the online tourism commercial, the makers must describe the tour services clearly and as good as possible in order the commercial can be interesting and getting attention of the reader. One of the example is through language, such as using sentences and choice of words in tourism commercial text. Using sentences from the perspective of microstylistic can support informative function and apelatif function of commercial text. In addition, in online tourism commercial text is also using specific vocabulary that can provide a positive image of tour services."

"[ABSTRAK Peta merupakan organisasi terbesar yang melindungi hak-hak binatang di seluruh dunia. Peta membidik segala usia, mulai dari remaja hingga dewasa. Dalam berkampanye, peta turut serta mengajak tokoh-tokoh terkenal sebagai model dalam iklan-iklannya. Hal tersebut bertujuan untuk dapat lebih menarik perhatian pembaca. Dalam iklan-iklannya, PETA tidak hanya menggunakan kata-kata denotasi, tetapi juga tidak jarang menggunakan kata-kata konotasi. Penelitian ini bertujuan untuk menganalisis penggunaan kata-kata denotasi, konotasi dan asosiasi yang terdapat dalam iklan layanan masyarakat yang dikeluarkan oleh PETA. Metode kualitatif yang bersumber pada kajian pustaka digunakan untuk menganalisis sepuluh iklan PETA yang menjadi korpus data. Berdasarkan hasil penelitian, selalu terdapat makna denotasi, konotasi dan asosiasi di dalam masing-masing iklan. kata-kata denotasi diterjemahkan sesuai dengan kata sebenarnya yang terdapat di dalam kamus. Kata-kata konotasi dan asosiasi diterjemahkan sesuai dengan pengalaman kebahasaan masyarakat pemakainya.ABSTRACT PETA is the largest animal rights organization in the world. They target on supporters from plenty of groups of people in different age. They also involves celebrities on its most campaigns in order to attract more readers?s attentions. Through their advertisements, they don?t just use denotation lexis but they also use connotation ones. The research?s objective is to analyze the use of dennotation words as well as their connotation and associations contained in PETA advertisements. Qualitative methods which resources is taken from library research are employed in the analysis of 10 PETA adverts, which applies as its corpus data. According to the research results, there are denotation and connotion lexis associations in each ad. The denotation lexis are literally translated from the words in the dictionaries. Meanwhile, the connotation and its lexical associations are translated in such words based on the readers? language experiences.;PETA is the largest animal rights organization in the world. They target on supporters from plenty of groups of people in different age. They also involves celebrities on its most campaigns in order to attract more readers?s attentions. Through their advertisements, they don?t just use denotation lexis but they also use connotation ones. The research?s objective is to analyze the use of dennotation words as well as their connotation and associations contained in PETA advertisements. Qualitative methods which resources is taken from library research are employed in the analysis of 10 PETA adverts, which applies as its corpus data. According to the research results, there are denotation and connotion lexis associations in each ad. The denotation lexis are literally translated from the words in the dictionaries. Meanwhile, the connotation and its lexical associations are translated in such words based on the readers? language experiences.;PETA is the largest animal rights organization in the world. They target on supporters from plenty of groups of people in different age. They also involves celebrities on its most campaigns in order to attract more readers?s attentions. Through their advertisements, they don?t just use denotation lexis but they also use connotation ones. The research?s objective is to analyze the use of dennotation words as well as their connotation and associations contained in PETA advertisements. Qualitative methods which resources is taken from library research are employed in the analysis of 10 PETA adverts, which applies as its corpus data. According to the research results, there are denotation and connotion lexis associations in each ad. The denotation lexis are literally translated from the words in the dictionaries. Meanwhile, the connotation and its lexical associations are translated in such words based on the readers? language experiences.;PETA is the largest animal rights organization in the world. They target on supporters from plenty of groups of people in different age. They also involves celebrities on its most campaigns in order to attract more readers?s attentions. Through their advertisements, they don?t just use denotation lexis but they also use connotation ones. The research?s objective is to analyze the use of dennotation words as well as their connotation and associations contained in PETA advertisements. Qualitative methods which resources is taken from library research are employed in the analysis of 10 PETA adverts, which applies as its corpus data. According to the research results, there are denotation and connotion lexis associations in each ad. The denotation lexis are literally translated from the words in the dictionaries. Meanwhile, the connotation and its lexical associations are translated in such words based on the readers? language experiences., PETA is the largest animal rights organization in the world. They target on supporters from plenty of groups of people in different age. They also involves celebrities on its most campaigns in order to attract more readers’s attentions. Through their advertisements, they don’t just use denotation lexis but they also use connotation ones. The research’s objective is to analyze the use of dennotation words as well as their connotation and associations contained in PETA advertisements. Qualitative methods which resources is taken from library research are employed in the analysis of 10 PETA adverts, which applies as its corpus data. According to the research results, there are denotation and connotion lexis associations in each ad. The denotation lexis are literally translated from the words in the dictionaries. Meanwhile, the connotation and its lexical associations are translated in such words based on the readers’ language experiences.]"