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All Journal Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya Al-Tsaqafa: Jurnal Ilmiah Peradaban Islam
Erlan Aditya Ardiansyah
English Literature, Faculty of Adab and Humanities, UIN Sunan Gunung Djati Bandung
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Honda Motor's Logos as Superimposed Advertisement Strategy in Opera Van Java Television Program Erlan Aditya Ardiansyah
Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya Vol 10, No 1 (2020)
Publisher : Fakultas Bahasa dan Budaya Asing (FBBA), Universitas Muhammadiyah Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (440.102 KB) | DOI: 10.26714/lensa.10.1.2020.94-103

Abstract

Abstract A motorbike manufacturer which struggles to market their products is Honda Motor Co., Ltd. (hereinafter referred as Honda Motor). This article investigated origin of Honda Motor’s logos and tried to describe the logos as superimposed advertisement displayed in a television program. The study applied a qualitative descriptive method. Data were taken from a commedy situation Overa van Java relayed on Trans7 television channel. The data are the Honda Motor’s logos displayed as superimposed advertisement. The results showed that Honda has denotation and connotation meanings. The company name was originated from the family name of the founder Soichiro Honda. However, there is also another meaning ‘Japanese rice’ due to marketing strategy which delivers cultural values due to promote Japanese products. The Honda Motor’s logos are a red-colored wing on a white background and a white-colored wing on a red background. The logos are discovered as the signified  while the products of Honda Motors become the signifier. The logos slid with approximately 11 seconds of duration which depicted brand awareness. This study concludes that the superimposed advertisement employed mini images on the left corner of a television screen. The advertisement strategy is valuable to cause intention of the television audiences through the signifier and signified. Keywords: Logo, meaning, sign, signifier, signified, superimposed advertisement                                                                                 Abstrak Pabrikan sepeda motor yang berjuang untuk tetap memasarkan produknya adalah Honda Motor Co., Ltd. (selanjutnya disebut Honda Motor). Artikel ini menginvestigasi logo Honda Motor dan mendeskripsikan logo tersebut sebagai iklan superimposed yang ditayangkan dalam program televisi. Penelitian ini disusun dengan menggunakan metode kualitatif. Data diperoleh dari situasi komedi Overa van Java yang ditayangkan pada saluran televisi Trans7. Data yang diperoleh berupa logo Honda Motor yang ditampilkan sebagai iklan superimposed. Hasil penelitian menunjukkan bahwa Honda memiliki makna denotasi dan konotasi. Nama perusahaan berasal dari nama keluarga pendirinya, yaitu Soichiro Honda. Akan tetapi, terdapat makna lain 'beras Jepang' sebagai upaya strategi pemasaran yang memiliki nilai budaya untuk mempromosikan produk dari Jepang. Logo Honda Motor adalah sayap berwarna merah dengan latar belakang putih dan sayap berwarna putih dengan latar belakang merah. Logo-logo tersebut dinyatakan sebagai penanda sementara produk-produk Honda Motor menjadi petanda. Logo-logo ditampilkan saling berganti dengan durasi sekitar 11 detik untuk menyampaikan brand awareness. Penelitian ini menyimpulkan bahwa iklan superimposed menampilkan gambar berukuran kecil di sudut kiri layar televisi. Strategi iklan ini berupaya untuk meningkatkan pemahaman dari penonton televisi melalui penanda dan petanda.   Kata Kunci: Logo, makna, tanda, penanda, petanda, iklan superimposed 
Critical Discourse Analysis on a Text “Friday Prayer at Home for Most but Some Risk Infection at Mosques” by the Al Jazeera English Erlan Aditya Ardiansyah
Al-Tsaqafa : Jurnal Ilmiah Peradaban Islam Vol 17, No 1 (2020): Al-Tsaqafa: Jurnal Ilmiah Peradaban Islam
Publisher : Fakultas Adab dan Humaniora UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/al-tsaqafa.v17i1.8345

Abstract

This study aimed to investigate a discourse conveyed in an article entitled “Friday Prayer at Home for Most but Some Risk Infection at Mosques” by a news agency namely Al Jazeera English (AJE) relating to prohibition of the Friday Prayer in many countries and power presented by the certain countries due to prevent Covid-19. This study applied a descriptive-qualitative method. This study used Fairclough (1995; 2004) three-dimensional critical discourse analysis (CDA). The results were observed through micro-, meso-, and macro-levels of analyses. Data analysis performed by using the microlevel of analysis showed that the text contains active transitive structure to demonstrate subjects of the sentences. The study found that there are words which mostly appear in the text such as Muslim and prayers. In the mesolevel of analysis, intertextual analysis describes that there are assumption in the text. The data also depict that people showed disobedience to the governmental regulation and the worshippers still practiced prayers at home which caused irony in the discourse. The macrolevel of analysis illustrates the text published by the AJE generally converse updated issues because people recognize the news agency with a good reputation. The study concluded that the text mainly discussed the prohibition of communal prayers by many countries which is originated from other related texts. Keywords: Critical discourse analysis, covid-19, Muslim prayers, power
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