STRATEGI PERSUASI DALAM KEAMBIGUITASAN MAKNA KALIMAT IKLAN PADA WEBSITE DAN STREAMING VIDEO BERBAHASA JEPANG

Abstrak

Advertising language is something interesting because it uses creative and entertaining
language to attract the attention of the audience. One of them is by using ambiguity or in Japanese it is
known as 'aimaisei'. In advertising language, ambiguity often appears in the form of puns, either in the
form of sound resemblance of one word to another or in the form of sentences containing jokes. This paper
aims to discuss how to interpret advertising sentences that contain ambiguity in meaning in website
advertising media and video streaming. Then how is the persuasion strategy used in advertising sentences
that contain ambiguity in meaning in website advertising media and video streaming. Applying library
research, the data obtained from the documentation are explained and analyzed. The results show that
there are five factors that form ambiguity in the meaning of advertising sentences on website advertising
media and video streaming, namely polysemy, homonym, homophone, homograph and differences in
grammatical interpretation. While the persuasion strategy of advertising sentences containing ambiguous
meaning in website advertising media and streaming video found four principles, including the principle
of commitment and consistency, the principle of social proof, the principle of liking, and the principle of
scarcity.