An Analysis of Electric Car Advertisement Language on YouTube Platform
DOI:
https://doi.org/10.26418/jeep.v6i1.87323Keywords:
advertisement language, language style, advertisement analysis, YouTubeAbstract
This study investigates the language styles, functions, strategies, and imaging strategies of English-language electric car advertisements that appear on YouTube. The study adopted a qualitative descriptive method, employing data collection techniques such as recording, observation, and note-taking. Data analysis was conducted using Miles and Huberman's interactive model, integrated with Braun and Clarke"™s thematic approach. The findings reveal that electric car advertisements on YouTube employ a range of language styles to convey messages to the audience. The dominant language style is the "Hard Sell", which highlights rational and logical aspects of the product, such as energy efficiency and ease of use. Additional creative language styles include soft sell, hyperbole, metonymy, rhetorical questions, and personification. The main functions of language in these advertisements are to inform, persuade, create an image, and inspire consumer imagination regarding the electric car experience. Language strategies encompass both direct and indirect techniques designed to persuade consumers to deliver clear information and establish a positive image through emotional messaging. Electric car imaging is crafted by emphasizing a product"™s physical characteristics, quality, and advantages, focusing on cultural symbols, user personalities, and direct comparisons with competitors, thereby solidifying the product image in consumers' minds
References
Ali, H., Saputra, F., & Mahaputra, M. R. (2023). Penerapan green economy: Analisis kendaraan listrik, pariwisata dan batu bara (Studi literature). Jurnal Humaniora, Ekonomi Syariah dan Muamalah, 1(1), 1–14. https://doi.org/10.38035/jhesm.v1i1.2
Ambarwati, A. (2018). The style of language in the advertisement of Ikea furniture and kitchenware. Theodisca Lingua, 7(3), 1-12. https://doi.org/10.21831/10.21831/TLv1i1
Asmara, R. (2018). Struktur dan fungsi bahasa dalam wacana iklan pasta gigi sensodyne. Jurnal Pertemuan Ilmiah Bahasa dan Sastra Indonesia (PIBSI), 459-470. https://proceeding.unikal.ac.id/index.php/pibsi40
Astuti, S. P. (2017). Persuasi dalam wacana iklan. Nusa: Jurnal Ilmu Bahasa dan Sastra, 12(1), 38-45. https://doi.org/10.14710/nusa.12.1.38-45
Aziz, M., Marcellino, Y., Rizki, I. A., Ikhwanuddin, S. A., & Simatupang, J. W. (2020). Studi analisis perkembangan teknologi dan dukungan pemerintah Indonesia terkait mobil listrik. TESLA: Jurnal Teknik Elektro, 22(1), 45. https://doi.org/10.24912/tesla.v22i1.7898
Basuki, B. (2019). E-Book: Interactive qualitative data analysis between Miles-Huberman and Spradley in Basuki's dissertation. Lembaga Penelitian Dan Pengabdian Masyarakat.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Caesary, A. D. P., Sunra, L., & Mustikawati, Y. (2022). Language style at advertisement in CNN. Journal of English Literature and Linguistic Studies, 1(1), 1–12. https://doi.org/10.26858/jells.v1i1,%20Sept.40859
Dewi, A.P., Rohmah S.H.F, & Putri, D.M. (2024). Struktur dan fungsi bahasa dalam wacana iklan kecantikan berbahasa Rusia di media sosial YouTube. Journal of Linguistic Phenomena, 2(2), 49-59. https://doi.org/10.24198/jlp.v2i2.51816
Dwisari, V., Sudarti, & Yushardi. (2023). Pemanfaatan energi matahari: Masa depan energi terbarukan. OPTIKA: Jurnal Pendidikan Fisika, 7(2), 376–384.
Fauziyah, N & Aprila, N.R.D. (2021). Permainan Bahasa pada Konten Iklan di Youtube. Prosiding SAMASTA: Seminar Nasional Bahasa dan Sastra Indonesia. 606-619. https://jurnal.umj.ac.id/index.php/SAMASTA/index
Febrianto, C. R. (2016). Gaya bahasa dan aspek pencitraan iklan mobil Renault pada internet edisi penawaran 2011–2013. [Undergraduate Thesis, Universitas Negeri Yogyakarta]. https://eprints.uny.ac.id/42800/
Ginting, S., Rangkuti, R., & Yusuf, M. (2020). Function of the language style used in women commercial product advertisements: A stylistic analysis of language. Rainbow: Journal of Literature, Linguistics and Culture Studies, 9(2), 187-195. https://doi.org/10.15294/rainbow.v9i2.39987
Junieles, R. (2020). Karakteristik dan fungsi bahasa iklan bisnis layanan aplikasi chatting di Youtube. Jurnal Konfiks, 7(1), 28-37. https://doi.org/10.26618/konfiks.v7i1
Keraf, G. (2007). Diction and language style. PT. Gramedia Pustaka Utama.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Mohammad, W., Saifurrahman, H., Fiqrussalam, J. R., Sulthoni, A. U., & Austi, D. F. (2023). Pengaruh jumlah subscribers dan jumlah penayangan terhadap pendapatan super chat pada virtual YouTuber Kobo Kanaeru. Triwikrama: Jurnal Ilmu Sosial, 1(3), 31–40. https://doi.org/10.6578/tjmis.v1i3.69
Musarrofah, S. (2023). Perlocutionary act analysis in the Indonesia version of Tesla electric car advertisement video. JELITA: Journal of English Language Teaching and Literature, 4(1), 2721–1916. https://doi.org/10.56185/jelita.v4i1.104
Nirmala, V. (2020). Gaya bahasa dalam iklan komersial di televisi. BIDAR, 10(2), 1–12
Ngulube I.E., Kelechi E. (2023). Language style in advertising: A study of the print media. International Journal of Literature, Language and Linguistics 6(3), 97-128. https://doi.org/10.52589/IJLLL_9DX2II7X
Parinduri, L., Yusmartato, Y., & Parinduri, T. (2018). Kontribusi konversi mobil konvensional ke mobil listrik dalam penanggulangan pemanasan global. Journal of Electrical Technology, 3(2), 116–120. https://doi.org/10.30743/jet.v3i2.551
Pratiwi, H. A., & Wiyanti, E. (2017). Representasi kesetaraan gender pada iklan (Tinjauan semiotika citra laki-laki dalam keluarga pada iklan televisi). Jurnal Desain, 4(03), 212. https://doi.org/10.30998/jurnaldesain.v4i03.1634
Rachmawaty, A. (2021). Optimasi media sosial dalam meningkatkan penjualan di masa pembatasan sosial berskala besar. Tematik, 8(1), 29–44. https://doi.org/10.38204/tematik.v8i1.535
Rahmawati, Nur Ika (2019). Analysis of language style in The New York Times advertisement. Undergraduate thesis, UIN Sunan Ampel Surabaya. http://digilib.uinsa.ac.id/id/eprint/35909
Rahman, D., Rizal, S., & Yunus, M. (2023). Strategi komunikasi bisnis dalam upaya meningkatkan minat. Jurnal Komunikasi, 16(1), 1–14.
Shahid, S., & Zafar, S. (2019). Brand positioning strategies and their effectiveness: A case of high street fashion retail brands in Pakistan. Paradigms, 13(2), 90-99. https://doi.org/10.24312/1972130213
Shirinboyevna, M. D. (2020). Basic features of advertising language. Journal NX, 6(10), 325-330. https://media.neliti.com/media/publications/335796-basic-features-of-advertising-language-f0bbf9c3.pdf
Tarigan, H. G. (2009). Pengajaran gaya bahasa. Angkasa.
Widitya, R. A., Yuwono, F. S. P., & Saleh, M. Z. (2024). Strategi pemasaran mobil konvensional dan mobil listrik di pasar Indonesia. Trending: Jurnal Manajemen dan Ekonomi, 2(1), 37-54. https://doi.org/10.30640/trending.v2i1.1910
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2025 Journal of English Education Program
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright aims to protect the specific way the article has been written to describe an experiment and the results. Journal of English Education Program (JEEP) is committed to its authors to protect and defend their work and their reputation and takes allegations of infringement, plagiarism, ethical disputes, and fraud very seriously. Under the terms of the Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0), author(s) retain copyright and grant the journal the right of first publication (online and print) with the work simultaneously. We use the ShareAlike (SA) component in addition to the Attribution (BY) and NonCommercial (NC) components, as follows:
BY (attribution): Users are allowed to share, distribute, and redistribute the published article in any medium or format, with identification of the authors and its initial publication in this journal. Authors are encouraged to post and distribute their articles immediately after publication (e.g., institutional or public repositories, personal websites). Authors are allowed to enter into additional contractual arrangements for the non-exclusive distribution of the published article and an acknowledgment of its initial publication in this journal.
NC (non-commercial): Users are not allowed to use the article commercially without the permission of the authors. Authors agree explicitly that the published article is indexed worldwide in databases, repositories, and indexation services, even if these services operate on a commercial basis. Authors grant Journal of English Education Program (JEEP) explicit the right to include the published articles in databases, repositories, and indexation services.
SA (ShareAlike): If user(s) remix, transform, or build upon the material, they must distribute their contributions under the same license as the original (CC BY-NC-SA 4.0).
