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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 Sumarudin Abdul Fatah Afifi, Ruhana Ahmad Khori Ahmad Zamzami Aina, Isnaeni Ina Nur Akastangga, Muhammad Dedad Fajarsodiq Alawiah, Irma Angga Febrian Apriyadi Apriyadi Apriyanto, Tony Reza Arie Gifary Arif Fauzi, Muhammad Arif Fauzi, Muhammad Arif Fauzi Asep Nurjamin Asep Setiawan Bobby Bachry Deden Deni Mahendra Dewi, Risma Oktaviani Dimas Herjuno Dwi Handoko Dwi Puspita Sari, Dwi Puspita Elis Lisyawati Endang Komara Enjang Warman Erawati, Erna Rostika Erlina Susanti Fadlan, Nur Fajriah, Yustika Nur Fatkullah, Faiz Karim Fazilet, Nurzini Firmansyah Firmansyah Ghoer, Hilman Farouq Habibullah, Ricky Hanafiah Hasanah, Rohmat Hasanudin Hasanudin Hasim, Ismail Heni Pujiastuti Herlini Oktaria Hermadi, Deddy Heryati, Tuti Hidayat Hidayat Hidayat Ibrahim, Dading Zainal Ichwan, Rusendra IdaTejawiani Iim Wasliman Iis Ariska Nurhasanah Ikhsan, MT. Hartono Imam Asrofi Imam Khoirurosid Juliyanto, Tatang Karimah, Iim Kartika Septia Wulandari Khairunnisa Khairunnisa Khomaeni, Asep Kusmayanti, Yuliana Kustia Reni Leni Nurani Lia Febria Lina Lia Yulisma, Lia Maman Suherman Miftahul Malik Muhamad Brilliant Muhammad Reza Romahdoni Mulyanah, Uyun Muttaqien, Kingking Nana Herdiana Abdurrahman, Nana Herdiana Nana Supriatna Nani Sintiawati Nizamiyati Nizamiyati Novia Utami Putri Nur Halimah Nurhuda, Yeni Agus Nurjaman, Ai Syifa Nurjamin, Lucky R. Nurlaeni, Nurlaeni Nurmaulidah, Deasy Nuruzzaman, Muhammad Taufiq P. Yogaswara, Sunsun Prasetyawan, Purwono Rachmat Setiawan Rahman, Iqbal Abdul Rikendry Rikendry Rohmat Indra Borman Rosa, Ade Tutty R. Rosalin, Rizqi Praimadi Rossi, Farli Rukhaida, Ida Saadah, Endah Sadiyah, Sadiyah Sajidin Saktika Rohmah Fajarwati Sari, Bermara Giri Menur Sari, Luky Vianika Silviani, Alien Soleha, Salsabila sukri Sukri, sukri Sumarlin, Denden Suparman Suparman Taupik, Asep Hamjah Tiara, Eneng Tony Reza Apriyanto Ujang Tohiodin Utama, Satriyan Utami, Mulatsih Sri Vera Apri Dina Safitri Virbiansyah, Husznul Wardani, Dani Warsiti, Sintia Warta, Waska Wibowo, Agung Hardianto Yeni Agus Nurhuda Yuswara, Iyus Zayyadi, Zayyadi