KEUTUHAN WACANA IKLAN TANAH DALAM SITUS WWW.OPENSOOQ.COM, KAJIAN WACANA

TOHIR MUSTOFA, Drs. Moh. Masrukhi, M.Hum.

2016 | Skripsi | S1 SASTRA ARAB

Dalam penelitian ini akan dibahas unsur-unsur wacana iklan tanah (WIT) dan strukturnya beserta aspek-aspek yang membangun keutuhan WIT tersebut. Penelitian ini berdasar pada teori keutuhan wacana Halliday (1976) dan teori tentang unsur-unsur wacana iklan Leech (1966). Data diperoleh dari situs www.opensooq.com pada bulan September 2015 dan dianalisis menggunakan metode distribusional dengan teknik bagi unsur langsung dan teknik baca markah. Hasil penelitian menunjukkan bahwa struktur WIT terbagi atas tiga bagian; (1) awal; (2) tubuh; dan (3) penutup. Bagian awal terdiri dari headline, bagian tubuh terdiri dari ilustrasi dan body copy, sedangkan bagian penutup terdiri dari signature line dan standing details. Dari kelima unsur WIT, unsur headline, body copy, dan standing details merupakan unsur yang sangat penting dan wajib ada. Sedangkan unsur ilustrasi dan signature line lainnya bersifat opsional. Ada empat aspek yang membangun keutuhan WIT yang dikelompokkan dalam dua unsur, yaitu kohesi dan koherensi. Kohesi merupakan keutuhan bentuk dan terdiri dari dua aspek, yaitu gramatikal dan leksikal. Adapun koherensi adalah keutuhan makna yang terdiri atas dua aspek, yaitu semantik dan topikalisasi. Aspek gramatikal terdiri dari: (1) referensi; (2) substitusi; (3) elipsis, (4) konjungsi; dan (5) kohesi lambang, sedangkan aspek leksikal terdiri atas: (1) repetisi, (2) sinonim, (3) antonim, (4) hiponim, (5) kolokasi, dan (6) ekuivalensi. Adapun pada aspek semantik, disimpulkan bahwa hubungan antar unsur WIT selalu berupa penjelasan, sedangkan pada aspek topikalisasi, topik atau gagasan utama WIT selalu berupa penjualan tanah.

The purpose of this study is to identify elements of discourse in land advertising (DLA), its structure, and some aspects which construct linguistics unity of it. Data which one used in this research were taken from website www.opensooq.com in September 2015 and analyzed using distributional method. This research shows that DLA's structure consists of three parts. First part is introduction, body, and closing. Introduction part formed by headline, body part contains with illustration and body copy, and closing consists of signature line and standing details. This research also found that the structure of DLA consists of three primary and two additional elements. Three primary elements which can be found are headline, body copy, and standing details. Apart from that, the additional elements are illustration and signature line. Unity of DLA is constructed by four aspects which are grammatical, lexical, semantic and topicalization. The grammatical aspect contains of reference, substitution, ellipsis, connective and equivalency. Within the semantic aspect, this research underline that relation between all elements of DLA are always �describing� respectively. In the aspect of topicalization, this research concludes that the topic of DLA is always about 'land selling' which can be found in the headline. The first two mentioned aspects, grammatical and lexical, can be included as cohesion (unity of form) while the last two, semantic and topicalization, are coherence

Kata Kunci : wacana, iklan tanah, keutuhan wacana/discourse, land advertising, unity