Comparative Study of Language Style and Advertising Formulas in Adakami Advertisement and Kredit Pintar Advertisement on Youtube

Lutfi, Dea Hanursyah (2024) Comparative Study of Language Style and Advertising Formulas in Adakami Advertisement and Kredit Pintar Advertisement on Youtube. Skripsi thesis, Universitas Negeri Padang.

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Abstract

This study aimed to compare the differences in language styles and advertising formulas used by AdaKami and Kredit Pintar advertisements on their YouTube accounts. The researcher used Joss's (1967) theory to analyze the language style and Wells et al. (1995) theory for advertising formula. The form of research used was a qualitative comparative descriptive approach. The data for this research were obtained from advertisements by AdaKami and Kredit Pintar from January 2023 to April 2024 on their YouTube accounts. For language style, AdaKami predominantly used casual style (79.44%.), while Kredit Pintar predominantly used consultative style (58.93%). Then for the advertising formula, AdaKami favored problem-solution approach (40.91%) and slice of life (40.91%), while Kredit Pintar was dominant in soft sell (72.22%). It can be concluded that there were differences in language styles and advertising formulas used by each brand, influencing their advertising formulas.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsEmail
Thesis advisorRosita, NurUNSPECIFIED
CorrectorNurjanah, AnisaUNSPECIFIED
CorrectorHamzah, HamzahUNSPECIFIED
Subjects: P Language and Literature > PE English
Divisions: Fakultas Bahasa dan Seni > Bahasa dan Sastra Inggris - S1
Depositing User: Sudia Ajjronisa S.Sos.
Date Deposited: 27 Sep 2024 10:01
Last Modified: 27 Sep 2024 10:01
URI: http://repository.unp.ac.id/id/eprint/54257

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