STRATEGI KOMUNIKASI DALAM BAHASA IKLAN PERJALANAN WISATA DI YOUTUBE (KAJIAN PRAGMATIK)

Abstract

The communication strategy in advertising is the advertiser's language strategy (speaker) to convey a certain message to the listener (speech partner). The research objectives are (1) to describe the communication strategy in YouTube travel advertisements, (2) to describe the types of speech acts in the communication strategy of travel advertisements on YouTube. This research is a descriptive qualitative research. The primary data source from https://m.youtube.com is in the form of travel advertisement videos (video uploaded in 2017-2021, minimum video duration is 2 minutes, video has more than 100 views). Qualitative data analysis techniques include data reduction, data presentation, and drawing conclusions. The results of this study are: (1) communication strategies in travel advertising on YouTube include assertive and directive strategies. Assertive strategies bind speakers to the truth of the propositions expressed, among others, function to state (stating), testify (testifying), claim (claiming), and suggest (suggesting). Directive strategies are used by speakers with the intention of influencing the speech partners to take actions according to the speaker's will, including to command, convince, recommend, and advise; (2) The types of speech acts used in communication strategies in travel advertisements on YouTube include lukosi, ilukosi, and perlokusi acts.