KAJIAN METONIMIA PADA TEKS IKLAN FANTA

  • Getar Ardyantiza Sutanto Universitas Negeri Surabaya
  • Agus Ridwan Universitas Negeri Surabaya

Abstract

This article focuses on the study of tropical stylistics, especially metonymy, in advertising text for Fanta
products. This writing is done because of the use of advertisements as a promotional or campaign medium
that is often seen or heard on a daily basis. It is no longer a strange thing when you hear the word
advertisement. Advertisements are often found in electronic media, print media, and outdoor media. The use
of words in ad text tends to use sentences that are short, metaphorical, contain many meanings, use analogy, and are persuasive in nature, thus creating different perceptions for each reader. In this regard, this article
aims to describe the various types of metonymysticks found in Fanta's ad texts. The theory used in this study
is the Shchipitsina theory related to metonymy. This research is one type of qualitative descriptive research. The data used in this research are the texts in the Fanta advertisement using documentary techniques. As for
the data obtained from the documentary technique using the metonymy theory of Shchipitsina, the results of
this study indicate that in the five data on the advertising text of Fanta's products, there are two metonymy
classifications, namely sinekdoke (pars pro toto "partially for the whole" and totum pro parte "whole for part. ") And bahuvrihi (a sub class of metonemia related to the use of certain characteristics as a substitute for a
person)

Published
2021-06-26
Section
Articles