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Agus Mulyanto
Institut Teknologi Dan Bisnis Diniyyah Lampung
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Journal : Journal of Pragmatics and Discourse Research

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Advertising Media, an analysis of Code in Compilation of Food and Beverage Ads on YouTube Mulyanto, Agus; Warsiti, Sintia; Dewi, Risma Oktaviani
Journal of Pragmatics and Discourse Research Vol 3, No 2 (2023)
Publisher : ppjbsip

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51817/jpdr.v3i2.354

Abstract

The utilization of coding within advertising discourse is an imperative means of communication, effectively demonstrating the wide array of linguistic frameworks employed in promotional campaigns. The deliberate inclusion of diverse languages in advertisements serves the dual purpose of capturing attention and safeguarding regional languages by utilizing advertising platforms to uphold and enhance their significance. The objective of this study is to analyse instances of code switching and code mixing in compilation videos of food and beverage advertisements uploaded by Rofif Satria on the YouTube Satria Channel account.  The utilization of a qualitative methodology employing descriptive techniques in data collection entails the process of observation and subsequent documentation through note-taking. The researcher carefully examines each advertising video, meticulously documenting both the spoken and written narratives conveyed within them. The instances of code-switching and code-mixing in the compilation videos are subsequently identified, annotated, and documented. The data that has been gathered is organized and classified according to its type, as well as the specific forms of code-switching and code-mixing that are present. The research findings indicate instances of code-switching and code-mixing, which encompass both internal and external forms. These include the insertion of words, phrases, clauses, and basters. The contextualization of data, including words, phrases, and clauses, is integral to the interpretation within the discourse of advertising.
Co-Authors A. Suganda, A. Suganda A. Sumarudin Abdul Fatah Abdul Holik, Abdul Ade Tutty R. Rosa Afifi, Ruhana Ahmad Khori Ahmad Zamzami Aida, Depon Nurul Aina, Isnaeni Ina Nur Akastangga, Muhammad Dedad Fajarsodiq Alawiah, Irma Angga Febrian Anwar Anwar Apriyadi Apriyadi Apriyanto, Tony Reza Arie Gifary Arif Fauzi, Muhammad Arif Fauzi, Muhammad Arif Fauzi Arifin, Nur Rizqi Aris Munandar Aris Munandar Asep Nurjamin Asep Setiawan Bobby Bachry Deden Deni Mahendra Dewi, Risma Oktaviani Dimas Herjuno Dwi Handoko Dwi Puspita Sari, Dwi Puspita Eli Sunarsah Elis Lisyawati Elis Lisyawati Endang Komara Endang Koswara Enjang Warman Erawati, Erna Rostika Erlina Susanti Fadlan, Nur Fajriah, Yustika Nur Fatkullah, Faiz Karim Fazilet, Nurzini FEBRIAN, ANGGA Firmansyah Firmansyah Gaffar, Muhammad Andriana Gatra, Rahmadhan Ghoer, Hilman Farouq Habibullah, Ricky Hanafiah Hasanah, Rohmat Hasanudin Hasanudin Hasim, Ismail Hayaturrohman Heni Pujiastuti Herlini Oktaria Hermadi, Deddy Hermawan, E. Wawan Heryati, Tuti Hidayat Hidayat Hidayat Hidayat, Cece Hilmizen, Naufal Ibrahim, Dading Zainal Ichwan, Rusendra IdaTejawiani Iim Wasliman Iis Ariska Nurhasanah Ika Sriyanti Ikhsan, MT. Hartono Imam Asrofi Imam Khoirurosid Isep Budiman Ismaurah, Nenden Jamilah Muryati Juliyanto, Tatang Karimah, Iim Kartini, Entin Khairunnisa Khairunnisa Khomaeni, Asep Kusmayanti, Yuliana Kustia Reni Leni Nurani Lia Febria Lina Lia Yulisma, Lia Lina, Lia Febria Maman Suherman Maryam Maryam Miftahul Malik Miladiah, Sofa Sari Muhamad Brilliant Muhammad Reza Romahdoni Mulyanah, Uyun Muryati, Jamilah mustadim wahyudi Muttaqien, Kingking Nana Herdiana Abdurrahman, Nana Herdiana Nana Supriatna Nani Sintiawati Naufal Hilmizen Nizamiyati Nizamiyati Noor Eleena Nordin Novia Utami Putri Nur Halimah Nur Halimah Nuraeni, Iin Indra Nurhuda, Yeni Agus Nurjaman, Ai Syifa Nurjamin, Lucky R. Nurlaeni, Nurlaeni Nurmaulidah, Deasy Nuruzzaman, Muhammad Taufiq Nuryati, Entin P. Yogaswara, Sunsun Prasetyawan, Daru Prasetyawan, Purwono Rachmat Setiawan Rahman, Iqbal Abdul Rahman, M. Abd. Rakhmat, Moh Rikendry Rikendry Rohmat Indra Borman Rosalin, Rizqi Praimadi Rossi, Farli Rukhaida, Ida Saadah, Endah Sadiyah, Sadiyah Saefullah, Selvia Safitri, Vera Apri Dina Saiful Bahri Sajidin Saktika Rohmah Fajarwati Sari, Bermara Giri Menur Sari, Luky Vianika Saripudin, Ayip Shofiyatul Huda, Wafa Silvia Megawati Silviani, Alien Siti Aminah Soleha, Salsabila Sri Mulyani Sugandi, Nendi sukri Sukri, sukri Sumarlin, Denden Suparman Suparman Suryana Sumantri Taupik, Asep Hamjah Tiara, Eneng Tony Reza Apriyanto TOSUERDI TOSUERDI, TOSUERDI Ujang Tohiodin Utama, Satriyan Utami, Mulatsih Sri Vera Apri Dina Safitri Virbiansyah, Husznul Wardani, Dani Warsiti, Sintia Warta, Waska Wibowo, Agung Hardianto Wulandari, Kartika Septia Yeni Agus Nurhuda YULI PUJIANTI Yuswara, Iyus Zayyadi, Zayyadi