.png)
Korean Celebrity Brand Ambassador in Indonesia Advertisement: A Study Exploring Figure of Speech and Communication Strategies
(1) Universitas Pendidikan Indonesia
(2) Universitas Pendidikan Indonesia
(3) Universitas Pendidikan Indonesia
(*) Corresponding Author
Abstract
Effective communication in advertisements hinges on clarity and relatability. Choosing the right figures of speech and communication strategies can significantly enhance the effectiveness of an advertisement. This study aims to identify the types of figures of speech and communication strategies technique used in advertisements featuring South Korean celebrity brand ambassadors for Indonesian product. Using a descriptive qualitative method based on the theories of Kim Wook Dong (2002) and Tatang (2016), data source were collected from advertisements on social media YouTube by using the method of listening to the note-taking technique. An interactive analysis model was used to analyze the data. Based by predetermined criteria, data was reduced to a total of nine Indonesian product advertisements with containing South Korean celebrity brand ambassadors from 2016 - 2023. The findings reveal that various figures of speech and communication strategies were employed to evoke consumer emotions in conveying the message and the purpose of the advertisement. By employing figures of speech that evoke emotions, advertisers can increase the effectiveness of their campaigns by strategically selecting linguistic elements that resonate with the target audience.
Keywords
Full Text:
PDFReferences
Agung, H., Farady Marta, R., Kembau, A. S., Firellsya, G., Venness, V., Indrawan, G. B., & Christanti, C. (2023). Digital business communication strategy barometer: stimulation of K-pop brand ambassadors for consumers of e-commerce products in Indonesia. International Journal of Advanced Multidisiplinary, 1(4), 366–375. https://doi.org/10.38035/ijam.v1i4.149
Ahmad, R. F., & Azizah, N. (2021). Peran sikap pada iklan dalam memediasi pengaruh brand ambassador terhadap minat beli produk mie sedaap goreng korean spicy chicken (The role of attitudes towards advertising in mediating the effect of brand ambassadors on purchase intention for korean spicy chicken fried sedaap noodle products)., 2(2), 300-315.
Ahn, Eui Jin., Lee, Cheol Woo., dan Jeong, Hwi Man. (2015). TV 광고언어에서 격식체와 비격식체의 사용빈도: 관여도, 문장유형, 발화맥락을 중심으로 (The frequency of formal and informal language in TV commercials: focusing on involvement, sentence type and utterance context). 한국광고홍보학보, 17(3), 232-260.
Alex, M. P. (2023). Discourse analysis for language education. Jakarta: Publica Indonesia Utama.
Azzahra, F. P., Barkah, C. S., Chan, A., & Tresna, P. W. (2021). Doctor reisa's role as a brand ambassador for dettol. The International Journal of Business Review (The Jobs Review), 4(2), 175-190.
Choi, J. (2015). Hallyu versus hallyu-hwa: cultural phenomenon versus institutional campaign.
Fadilah, A. (2020). Repetition in Mcdonald’s slogan. ELTICS : Journal of English Language Teaching and English Linguistics, 5(2). https://doi.org/10.31316/eltics.v5i2.896
Fitrah, R. A., & Juita, N. (2022). The use of non-comparative figure of speech in the snack advertisements on indonesian television as the learning materials in school. QALAMUNA: Jurnal Pendidikan, Sosial, Dan Agama, 14(2), 467–490. https://doi.org/10.37680/qalamuna.v14i2.3422
Fitriani, U. A., Razali, & Iqbal, M. (2020). Penggunaan majas oleh agen iklan berbasis online di instagramm (The use of majas by online-based advertising agencies on instagram). JIM PBSI, 5(2), 39–56.
Ganghariya, G., & Kanozia, R. (2020). Proliferation of hallyu wave and Korean popular culture across the world: A systematic literature review from 2000-2019. Journal of Content, Community & Communication, 11(6), 177-207. https://doi.org/10.31620/JCCC.06.20/14
Garrido-Moreno, A., Lockett, N., & García-Morales, V. (2018). Social media use and customer engagement. In Encyclopedia of Information Science and Technology, Fourth Edition (pp. 5775-5785). IGI Global. http://dx.doi.org/10.4018/978-1-5225-2255-3.ch502
Go, Young. (2022). 한·중 공익 광고 언어의 대조 연구 -문장 유형 및 수사법을 중심으로 (A contrastive study of Korean-Chinese public service announcement language - focusing on sentence types and rhetoric). [석사학위논문, 동국대학교]. http://www.riss.kr/link?id=T16061751
Gye, Hyo Ha. (2012). 한, 중 속담 비교 연구(A comparative study of Korean and Chinese proverbs. 상명대학교 일반대학원, Seoul.
Hafsah Yunus, N. M., & Syaeba, M. (2019). Gaya bahasa dan pesan moral pada lirik lagu bahasa Mandar (Suatu kajian stilistika) (Figure of speech and moral messages in Mandarese song lyrics (A stylistic study). Celebes Education Review, 1(2), 63–70. https://doi.org/10.37541/CER.V1I2.182
Halim, T. M., & Kiatkawsin, K. (2021). Beauty and celebrity: Korean entertainment and its impacts on female indonesian viewers’ consumption intentions. Sustainability (Switzerland), 13(3), 1–19. https://doi.org/10.3390/su13031405
Hendayana, Y., & Afifah, N. M. (2020). Pengaruh brand ambassador dan Korean wave terhadap minat belanja online melalui marketplace Tokopedia (The influence of brand ambassadors and Korean wave on online shopping interest through the Tokopedia marketplace). Kinerja, 3(01), 32-46. https://uia.e-journal.id/Kinerja/article/view/1285
Heris. (2016). Ilmu komunikasi proses dan strategi (Communication processes and strategies). Tanggerang: Indigo Media.
Jin, Mi Jam. (2013). 한·중 의약품 TV 광고언어 수사법 비교 연구 (A Comparative study of the verbal rhetoric of Chinese and Korean pharmaceutical TV commercials) [석사학위논문, 호서대학교]. http://www.riss.kr/link?id=T13270067
Kak, Hyun Cho. (2015). 디자인 공모전 수상광고의 수사법 활용에 관한 연구 -대한민국디자인전람회 수상작을 중심으로 (Research on the use of rhetoric in design competition winning advertisements - focusing on the winners of the Korea design exhibition). 커뮤니케이션 디자인학연구, 51(-), 44-58.
Kamola, Y. (2023). Use of rhetorical interrogatives in advertising language. World Bulletin of Social Sciences, 27, 113-115.
Kim, Bok-rae. (2015). Past, present and future of hallyu (Korean wave). American International Journal of Contemporary Research, 5(5), 154–160.
Kim, Wook Dong. (2012). 광고의 수사학 (Rhetoric in advertising). 수사학, 17, 5-26.
Lee, Jae Young., & Lee, Jong Min. (2016). 모바일 배너 광고의 메시지 표현 유형과 수사적 표현 방식에 따른 광고 효과 연구 (Studying the effectiveness of mobile banner ads based on the type of message and rhetorical of presentation). 한국광고홍보학보, 18(3), 81-107, 10.16914/kjapr.2016.18.3.81
Maemunah, S., Setiawan, H., & Meliasanti, F. (2022). Analisis gaya bahasa pada slogan iklan makanan dan minuman serta rekomedasinya sebagai bahan ajar teks iklan di SMP (Analysis of figure of speech in food and beverage advertisement slogans and its recommendation as teaching materials for ad texts in junior high school). Jurnal Pendidikan Tambusai, 6(2), 10570–10580. https://jptam.org/index.php/jptam/article/view/4098
Min, J. H. J., Chang, H. J. J., Jai, T. M. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles, 6(1). https://doi.org/10.1186/s40691-018-0159-8
Mosa, R. A. (2021). The impact of advertising credibility on purchase intentions: an empirical study among iraqi facebook users. European Journal of Business and Management Research, 6(5), 228–234. https://doi.org/10.24018/ejbmr.2021.6.5.1123
Nirmala, V. (2020). Gaya bahasa dalam iklan komersial di televisi (Language style in commercial advertising on television). BIDAR, 10(2), 1–12.
Park, H. J., & Dhandra, T. K. (2017). Relation between dispositional mindfulness and impulsive buying tendency: Role of trait emotional intelligence. Personality and Individual Differences, 105, 208–212. https://doi.org/10.1016/j.paid.2016.09.061
Park, Jin Woo., & Lee Jong Min. (2014). 광고의 수사적 표현 방식이 정교화와 브랜드인지, 광고태도 및 브랜드태도의 구조적 관계에 미치는 영향 (The Impact of rhetorical in advertising on the structural relationships between elaboration and brand cognition, ad attitude and brand attitude). 광고연구,(103), 102-138.
Pradopo, Rachmat Djoko. (2020). Stilistika (Stylistics). Yogyakarta: Gadjah Mada University Press.
Prasad, B. B. N. (2017). Stylistic and linguistic features of English in advertisements. National Conference on Marketing and Sustainable Development, 586–592.
Pratiwi, D. P. E. (2015). Iklan komersial pada media elektronik: Gaya bahasa, makna, dan ideologi (Commercial advertising on electronic media: Figure of speech, meaning and ideology). Disertasi. Denpasar: Universitas Udayana.
Tatang, S. (2016). Dinamika komunikasi/Tatang S (Communication dynamics/Tatang S). Bandung: Pustaka Setia.
Titik Hartati, Fisnia Pratami, & Mardiah Hayati. (2022). Gaya bahasa perbandingan dalam kumpulan cerpen 11:11 karya Fiersa Besari (Comparative figure of speech in 11:11 short story collection by Fiersa Besari). Seulas Pinang: Jurnal Pendidikan Bahasa Dan Sastra, 4(2), 46–55. https://doi.org/10.30599/spbs.v4i2.1785
Torto. (2019). The use of grammatical elements to achieve persuasion in advertising in the print media in Ghana. New Media and Mass Communication. https://doi.org/10.7176/nmmc/85-05
Tsugawa, S., & Ohsaki, H. (2015). Negative messages spread rapidly and widely on social media. In COSN 2015 - Proceedings of the 2015 ACM Conference on Online Social Networks (pp. 151–160). Association for Computing Machinery, Inc. https://doi.org/10.1145/2817946.2817962
Umami, S., & Anto, P. (2020). Gaya bahasa perbandingan pada kumpulan puisi dalam pembelajaran sastra di SMA (Comparative figure of speech in a collection of poems for literature learning in senior high schools). El Banar: Jurnal Pendidikan dan Pengajaran, 3(1), 14–26. https://doi.org/10.54125/ELBANAR.V3I1.40
Veronica, S., & Prasastyo, K. W. (2022). The influence of endorser credibility and advertising efectiveness towards brand attitude and purchase intention of oppo indonesia. E-Jurnal Manajemen TSM, 2(2), 237–248. Retrieved from http://jurnaltsm.id/index.php/EJMTSM
Wahyuningtyas, B. P. (2015). Aroma sebagai komunikasi artifaktual pencetus emosi cinta: Studi olfactics pada memory recall peristiwa romantis (Scent as artifactual communication triggering emotions of love: An olfactics study on memory recall of romantic events). Humaniora, 6(1), 77-85. https://doi.org/10.21512/humaniora.v6i1.3300
Windayanto, R. N. A. (2021). Komparasi muatan gaya bahasa dalam iklan minuman kemasan siap minum: Kajian stilistika (A comparison of stylistic content in ready-to-drink beverage advertisements: A stylistic study). Jurnal Bahasa Dan Sastra, 9(3), 230. https://doi.org/10.24036/jbs.v9i3.112901
Article Metrics
Abstract view : 242 timesPDF - 3 times
DOI: https://doi.org/10.26714/lensa.14.1.2024.161-186
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya is licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0
Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya (Lensa)
p-ISSN: 2086-6100; e-ISSN: 2503-328X
Published by: Faculty of Educational Science and Humanity,Universitas Muhammadiyah Semarang
