Fungsi Pragmatik Permainan Kata pada Wacana Iklan Audiovisual “Santarou” Berbahasa Jepang
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Published:
Mar 21, 2023
Keywords:
pragmatics, humor, wordplay, advertising, speech acts
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Abstract
Wordplay or paronomasia is a type of verbal humor based on the ambiguity between two similar-sounding words or one word with multiple meanings. Wordplay is known for being used in advertisement, but it is still unclear what specific function it has in realizing the communicative purpose of the text, especially in regard to pragmatic function, that is, whether the text is informative, appellative, commissive, or contactive. This research aims to analyze how wordplay is used in the Japanese-language audiovisual advertisement titled “Santarou” and identify its pragmatic functions. It is qualitative research using the observation method for data collection and the identity method for data analysis. The results indicate that wordplay could be used to indirectly discuss the product being offered with ambiguous utterances in the case of informative and appellative advertisements, to connect the situation depicted in the advertisement with the product in the case of commissive advertisement, and to attract the audience’s attention and associate a characteristic with the brand in the case of contact advertisement.
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Mustaqim, I. H., Sunarni, N., & Suryadimulya, A. S. (2023). Fungsi Pragmatik Permainan Kata pada Wacana Iklan Audiovisual “Santarou” Berbahasa Jepang. Diglosia: Jurnal Kajian Bahasa, Sastra, Dan Pengajarannya, 6(2), 345-360. https://doi.org/10.30872/diglosia.v6i2.648
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Dynel, M. (2020). On being roasted, toasted and burned: (Meta)pragmatics of Wendy’s Twitter humour. Journal of Pragmatics, 166, 1–14. https://doi.org/10.1016/j.pragma.2020.05.008
Keraf, G. (2009). Diksi dan Gaya Bahasa. Gramedia Pustaka Utama.
Lazović, V. (2018). How to P(l)ay with Words? The Use of Puns in Online Bank Advertisements in English and Serbian in Light of Relevance Theory. ELOPE: English Language Overseas Perspectives and Enquiries, 15(2), 25–44. https://doi.org/10.4312/elope.15.2.25-44
Mahsun. (2017). Metode Penelitian Bahasa: Tahapan, Strategi, Metode, dan Tekniknya. Rajagrafindo Persada.
Matsui, N. (2007). Eigo no “Koukoku” ni Kansuru Kousatsu: Sono Gengo Sutorateeji o Megutte. Maizuru Kougyoukoutousenmongakkou Kiyou, 42, 76–83.
Nihongo Zokugo Jiten. (n.d.). Oni no You ni.
Putri, A. N., & Ariastuti, M. F. (2019). Beyond Tweets: Pragmatic Analysis of Humor as a Brand Image in Burger King’s Tweets. Journal of Urban Society’s Arts, 6(1), 12–23. https://doi.org/10.24821/jousa.v6i1.2567
Rahmayanti, I., & Fajar, A. (2020). Sosiopragmatik Imperatif Iklan pada Media Sosial. Diglosia: Jurnal Kajian Bahasa, Sastra, Dan Pengajarannya, 3(1), 79–86. https://doi.org/10.30872/diglosia.v3i1.37
Salisah, T., & Sunarni, N. (2020). Embbed Dajare Word Play Process in “Shirokuma Café.” JAPANEDU: Jurnal Pendidikan Dan Pengajaran Bahasa Jepang, 5(1), 15–22. https://doi.org/10.17509/japanedu.v5i1.23115
Salisah, T., Suryadimulya, A. S., & Sunarni, N. (2021). Pembentukan Dajare Pada Drama 99.9 ~Keiji Senmon Bengoshi~ Season Dua Episode Dua. KIRYOKU, 5(1), 8–14. https://doi.org/10.14710/kiryoku.v5i1.8-14
Simon, S. (2008). The Pragmatic Structure of Written Advertisements. Professional Communication and Translation Studies, 51–58.
Simon, S., & Dejica-Cartis, D. (2015). Speech Acts in Written Advertisements: Identification, Classification and Analysis. Procedia - Social and Behavioral Sciences, 192, 234–239. https://doi.org/10.1016/j.sbspro.2015.06.033
Simon, S., & Stoian, C. E. (2020). Discovering the Discourse of Advertising. International Journal of Communication Research, 10(4), 370–377.
Sugiyono. (2018). Metodologi Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suzuki, S. (2010). Koukoku ni Okeru Share/Dajare no Tayou ni Kansuru Ichi Kousatsu. Eigo Eibungaku Kenkyuu, 16, 67–78.
Tanaka, K. (1992). The pun in advertising: A pragmatic approach. Lingua, 87(1–2), 91–102. https://doi.org/10.1016/0024-3841(92)90027-G
Tanaka, K. (1994). Advertising Language: A Pragmatic Approach to Advertisements in Britain and Japan. Routledge.
Tarigan, H. G. (2013). Pengajaran Gaya Bahasa. CV Angkasa.
Tsakona, V. (2013). Okras and the metapragmatic stereotypes of humour: Towards an expansion of the GTVH. In M. Dynel (Ed.), Developments in Linguistic Humour Theory (pp. 25–48). John Benjamins.
Wenda, D., Kabanga, L., & Labobar, M. W. (2022). Fungsi Bahasa pada Konten Khotbah Pengkhotbah di Jemaat-Jemaat Lingkungan Kota Klasis Sentani. Diglosia: Jurnal Kajian Bahasa, Sastra, Dan Pengajarannya, 5(4), 793–806. https://doi.org/10.30872/diglosia.v5i4.483