MAKNA DENOTATIF DAN MAKNA KONOTATIF YANG TERDAPAT PADA PENGGUNAAN DIKSI DALAM IKLAN SENKA PERFECT WHIP

Abstract

This research aims to analyze the denotative and connotative meaning contained in the use of diction in the SENKA Perfect Whip advertisement. The data used was obtained from advertising text sourced from several social media. The results of the analysis show that the choice of diction in advertising not only functions as a communication tool, but also builds a product image through the meaning contained therein. The denotative meaning of the diction used directly describes the characteristics of the product, such as softness, cleanliness and moisture. Meanwhile, its connotative meaning creates an association with the typical atmosphere of Japanese culture which is synonymous with refinement and aesthetics. The diction used in the SENKA Perfect Whip advertisement is also able to arouse consumers' imagination, providing a sensory experience through words that describe the texture and sensation of using the product. Thus, the use of diction in advertising not only functions as a product description, but also as a persuasive strategy that increases the product's appeal in the beauty industry.