AMBIGUITAS MAKNA DALAM SLOGAN IKLAN MAKANAN RINGAN SERTA RELEVANSINYA SEBAGAI MODUL MATERI TEKS IKLAN DI KELAS VIII
DOI:
https://doi.org/10.26418/ekha.v8i2.96353Abstract
Penelitian ini bertujuan untuk mendeskripsikan bentuk ambiguitas makna yang terdapat dalam slogan iklan produk makanan ringan di kanal YouTube. Hasil penelitian direkomendasikan menjadi modul teks iklan kelas VIII SMP. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan data berupa slogan-slogan yang diambil dari iklan produk makanan ringan. Sumber data diperoleh melalui teknik dokumen. Analisis data dilakukan melalui tiga tahapan, yaitu reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa slogan-slogan tersebut mengandung tiga jenis ambiguitas, yaitu ambiguitas fonetik, leksikal, dan gramatikal. Ambiguitas fonetik muncul karena kemiripan bunyi, ambiguitas leksikal karena satu kata memiliki lebih dari satu makna, dan ambiguitas gramatikal karena struktur kalimat yang memungkinkan lebih dari satu penafsiran. Hasil penelitian juga diaplikasikan menjadi bahan ajar modul sesuai Kurikulum Merdeka berdasarkan Capaian Pembelajaran, Tujuan Pembelajaran, Alur Tujuan Pembelajaran, dan Profil Pelajar Pancasila. Modul ini dapat digunakan sebagai referensi tambahan terkait materi teks iklan bagi guru maupun siswa.References
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