An Analysis of Diction in the Advertising of Goods and Service in Analisa Newspaper

Abstract

The objectives of this research was to identify and describe the types of diction used in Analisa newspaper, especially in the advertisement of goods and services. Descriptive qualitative research way applied to document and note the data. The collected data were analyzed one by one. The data analysis stage consisted of identification, classification, and interpretation. The of the data source of this research was from 10 advertisements in December 13th 2019 edition, 10 advertisements in the February 21 st 2020 edition, 10 advertisements in the February 25th 2020 edition with the total number of advertisements was 30 advertisements. The results in this research found diction based on denotative meaning 17 pieces while connotative meaning was 13 pieces, based on the lexical was 8 synonyms, 6 was antonyms, 7 was polysemy, 9 was hypernym and hyponym. The dominant diction used in this newspaper was hypernym and hyponym diction because it described in detail an advertisement to be conveyed to the readers.