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All Journal Neologia: Jurnal Bahasa dan Sastra Indonesia
Regina Bella Hellijah
Universitas Muhammadiyah Kotabumi
Arts Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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GAYA BAHASA PERTENTANGAN PADA KONTEN DIGITAL MARKETING REIZUKA ARI DI TIKTOK SHOP: KAJIAN STILISTIKA Regina Bella Hellijah; Sumarno Sumarno; Meutia Rachmatia
Neologia: Jurnal Bahasa dan Sastra Indonesia Vol 7, No 2 (2026): August
Publisher : Fakultas Bahasa dan Sastra Indoensia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59562/neologia.v7i2.84824

Abstract

This study aims to describe the use of antithetical language styles in Reizuka Ari’s TikTok Shop promotional content. This study employed a descriptive method and qualitative approach. The research data consisted of utterances in promotional videos uploaded to the TikTok account @dictionarei account. Data were collected through non-participatory observation, and data analysis was conducted by identifying, classifying, and describing the data based on Masruchin’s theory of antithetical language style. The results show that there are seven types of antithetical language styles used in Reizuka Ari’s promotional content: antithesis, paradox, hyperbole, litotes, contradiction interminus, oxymoron, and anachronism. The use of these language styles demonstrates various linguistic strategies for delivering promotional messages. Antithetical language styles are used not only to strengthen the meaning of utterances but also to create emphasis, build distinctive communication characters and attract the audience's attention. Thus, the use of antithetical language styles is one of the linguistic strategies that supports the delivery of persuasive messages in digital marketing communication through the TikTok Shop.
Co-Authors Meutia Rachmatia Sumarno Sumarno