Connotative meaning on oppo smartphone advertising slogan for the 2020-2021 period

Astuti, Fitria Kusuma (2022) Connotative meaning on oppo smartphone advertising slogan for the 2020-2021 period. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Connotative meaning is an expression of communication value due to the content it refers to, beyond its pure conceptual content. Obviously, if we are talking about connotation, we are actually talking about “real text experience.” It is also relatively unstable because it varies with culture, historical period, and personal experience. This research aims to know two main problems, they are (1) what are types of connotative meaning found in the Oppo Smartphone advertising slogan, and (2) how does the use of connotative meaning in the content of Oppo Smartphone advertising slogan. The researcher uses the theory of Tarigan (2015:53) which categorized the connotative meaning into positive connotative, negative connotative, and neutral connotative. This research uses the descriptive Qualitative method. The researcher uses 4 steps in analyzing data; a) identifying data b) categorizing data c) analyzing data d) making a conclusion based on the result of the research. The result of this research, The researcher found types of connotative meaning in Oppo Smartphone's advertisement slogan. They are positive connotative, negative connotative, and neutral connotative, which can be found in every slogan in words. It can be included the data found in this study contained 47 data. The results of the study with 47 data entered into the connotative meaning. 30 data on positive connotative, 1 data on negative connotative, and 16 data on neutral connotative. The most dominant in the data obtained is positive connotative because the results of the data found are dominated by positive connotative. And there are many sentences that have a positive sense of value and also have a good meaning.

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