Semantic transparency and opacity of Wardah cosmetic product copytext

Rahmawati, Atik (2019) Semantic transparency and opacity of Wardah cosmetic product copytext. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

The researcher analyses the copytext of Wardah cosmetic product. Peculiarity of this research is to understand the truthful meaning included in the Wardah cosmetic product copytext. In order to fulfill women’s requirement, this research gives explanations which is related to cosmetic consumer especially Wardah cosmetic product consumer. Hence, the research questions of this research are: 1) what is the meaning of semantic transparency of Wardah cosmetic product copytext. 2) what is the meaning of semantic opacity of Wardah cosmetic product copytext. The researcher uses semantic transparency and opacity theory by Schefer (2018) and Sherko (2015) to analyze the data. The research method of this research is descriptive qualitative method. The researcher uses four steps in collecting data, those are browsing, selecting and capturing, classifying and the last is transcribing. Technique of analyzing data of this research uses four steps, there are reading, categorizing, analyzing and concluding. Based on the data analysis, the findings show that that the meaning of semantic transparency in Wardah cosmetic product copytext is dominated by semantic fully transparency (19 data). Meanwhile, the semantic non-head transparency is only found with 10 data. Furthermore, the meaning of semantic opacity in Wardah cosmetic product copytext is dominated by semantic non-head opacity (11 data) and the semantic fully opacity is only found 10 data. Based on the data analysis, it can be concluded that semantic transparency is easier to understand than semantic opacity. Semantic transparency that uses a simple and easy compound word makes the readers easy to understand. Meanwhile, semantic opacity that uses a complicated compound word makes the readers harder to understand. The meaning of both semantic transparency and opacity depends on compound word used in Wardah cosmetic product itself.

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