Analisis Tindak Tutur (Speech Act) iklan Shopee_id di Instagram
DOI:
https://doi.org/10.55826/jtmit.v4iI.892Keywords:
Iklan, Tindak Tutur, InstagramAbstract
Shopee merupakan salah satu perusahaan E-commerce yang terkemuka di Indonesia yang juga melakukan promosi lewat media sosial Instagram. Sebagai salah satu platform media sosial yang paling banyak digunakan di Indonesia, Instagram menjadi salah satu opsi media pengiklanan. Lewat akun Instagram shopee_id, Shopee mempromosikan produk-produk mereka. Tulisan ini bertujuan untuk menganalisis konstruksi bahasa yang digunakan dalam postingan akun shopee_id dengan menggunakan pendekatan pragmatik khususnya tindak tutur. Metode yang digunakan adalah kualitatif deskriptif melalui analisis caption/keterangan dalam setiap postingan. Terdapat sepuluh postingan yang dianalisis dalam tulisan ini. Hasil analisis menunjukkan bahwa akun shopee_id memiliki pola yang repetitif dalam melakukan pengiklanan. Dalam setiap keterangan (caption) yang dicantumkan dalam postingan di akun Instagram, tindak tutur ilokusi yang digunakan bersifat direktif atau ajakan. Ilokusi ini disampaikan melalui kalimat ajakan baik secara langsung maupun tidak langsung. Di sisi lain, perlokusi sebagai konsekuensi yang diharapkan atas komunikan (pengikut akun shopee_id) adalah membeli produk-produk yang ditawarkan. Penggunaan ragam bahasa slang/gaul dan istilah asing dalam setiap postingan merupakan bentuk kesamaan pengetahuan (background knowledge) antara komunikator dan komunikan.
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