Bahasa Iklan Televisi Indonesia (Analysis Study of the Commercial Advertising Language on Indonesian National Television)

Abstract

The language of advertising is a unique variety of language and often regarded to break the rules of language in common. Only a few people is aware of this phenomenon of breaking rule in the language of advertising as language is very often taken for granted as a media of communication. Producers of products and services know how important advertisement for their  product and pay relatively a lot of money to advertising agency for making their advertisement. Through the content analysis of the advertising language in Indonesian Televison with about 145 sanples, it is found that the language of advertising is very often break the rules of language in common. For their effectiveness in selling their products and services. Eventhough, the “breaking“ rules of the language is generally regarded as “normal” phenomena for the advertising language variety as the consequence of putting emphasis on advertisment. They also breaking rules by using English and other local language (Javanese) mixing with Indonesian as the main language to streghthen the messages.

Keywords: bahasa iklan, televisi