ABSTARAK

Wilda Anggraeni NIM: 408210022 Analisis Makna Kata Dan Gaya Bahasa Pada Iklan Minuman Di Media Elektronik Serta Pemanfaatannya Pada Pembelajaran Bahasa Indonesia Di SMA

Advertising language is a form of linguistic creativity that combines informative and persuasive functions. In milk beverage advertisements, language is not only used to convey nutritional information but also to build a positive image, create emotional appeal, and encourage consumers to make decisions. This study aims to analyze the meaning of words and the use of figurative language in milk beverage advertisements in electronic media as well as their utilization in Indonesian language learning at the senior high school level.

The findings show that the meanings of words used in advertisements include denotative, connotative, lexical, and grammatical meanings. Denotative diction is employed to provide factual information, while connotative diction is used to build an aspirational image. Lexical meaning emphasizes product quality through simple yet powerful words, while grammatical meaning is reflected in various sentence forms such as imperative, exclamatory, and rhetorical interrogative sentences. In addition, four dominant types of figurative language were identified, namely comparison, contrast, repetition, and association. These styles function to reinforce the message, highlight the product’s superiority, create emotional impressions, and make the message easier to remember.

The utilization of these findings in Indonesian language learning at the senior high school level can be implemented through the analysis of advertisements in the material of advertising texts and persuasive language. Students can study the use of diction and figurative language in advertisements while being trained to think critically and creatively in writing persuasive texts. Thus, advertisements can serve as contextual and applicable teaching materials that are in line with the demands of the independent curriculum.

Keywords: advertisement, word meaning, figurative language, Indonesian language

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