Abstract
The study, entitled "Semantic Analysis of Tagline on Instagram to Promote MICE Tourism (Study Case: Phenom Event)", focuses on the meaning of the English tagline found in the event organizer Instagram’s advertisements. This study aims to identify, analyze, and describe the types of meanings and implicature factors in the English tagline. Data were collected from several English taglines posted on Instagram and in analyzing the data, the writer used Leech's (1974) theory about two types of meaning and Palmer's theory about the meaning aspect (1976). The two types of meaning are conceptual (denotative) and associative meanings which are divided into six subtypes: connotative, social, affective, collocative, reflective, and thematic. Palmer (1976) distinguishes aspects of meaning into four types, namely aspects of sense (sense), aspects of feeling (feeling), aspects of tone (tone) and aspects of purpose (intention). The results showed that the types of sentence meanings in the tagline contained 5 conceptual meanings (denotative), 22 connotative meanings, and 4 affective meanings. The results also showed that the aspect of the meaning of persuasive goals was mostly used in tagline’s posts on Instagram. The factors that affected implicature were intention and path factors. The tagline is used as a media to increase brand awareness and marketing strategies by using short, concise, and effective writing. Keywords: Semantic Analysis, Tagline, Instagram, Tourism of MICE
Highlights
Penelitian yang berjudul Semantik Analisis Tagline di Instagram Untuk Mempromosikan Pariwisata MICE (Studi Kasus: Akun Bisnis Phenom Event), fokus pada makna tagline berbahasa Inggris yang terdapat pada iklan instagram event organizer
This study aims to identify, analyze, and describe the types of meanings and implicature factors in the English tagline
The results showed that the types of sentence meanings in the tagline contained 5 conceptual meanings (denotative), 22 connotative meanings, and 4 affective meanings
Summary
Berdasarkan tabel 1, pembahasan tentang tipe makna adalah sebagai berikut: 1. “Build Event, Build People”. Dalam kalimat tagline “Grow Together in Mutual Satisfaction” memiliki pengertian tumbuh bersama didalam kepuasan bersama yang menunjukkan makna asosiatif bersifat konotatif. Jadi dalam kalimat ini memiliki makna asosiatif bersifat konotatif. Dalam konteks ini tagline merujuk ke makna kalimat yang melebihi dari arti yang sebenarnya yaitu jika pembaca menginginkan masa depan yang baik maka hal pertama yang harus dilakukan adalah menyadari mimpimimpi tersebut terlebih dahulu. Faktor yang mempengaruhi penggunaan kalimat implicature dalam tagline Berbahasa Inggris tersebut yaitu faktor tujuan tutur dan jalur tutur. Faktor tujuan merupakan hal yang paling dominan yang dapat mempengaruhi penggunaan kalimat implicature dalam tagline pada postingan instagram event organizer. Sekreatif dan memiliki makna tersembunyi sesuai dengan teori jenis-jenis makna dengan tujuan untuk meningkatkan penjualan pelayanan jasa event organizer, meningkatkan brand awareness, menunjukkan komitmen dan keunggulan dengan pesaing, memupuk loyalitas klien serta menunjukkan visi dan misi perusahaan. Peneliti merekomendasikan agar dilakukan penelitian lanjutan dibidang yang sama dengan menggunakan kajian data dan sumber data lain agar hasil penelitian lebih bervariasi sebagai contoh video iklan di youtube yang dapat memberikan sumbangan lebih banyak pada pembelajaran kajian ilmu linguistik
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