MAKNA DENOTATIF DAN KONOTATIF PADA IKLAN BMW BERBAHASA JERMAN

Abstract

The purpose of this research is to describe the denotative and connotative meanings in BMW
advertisements. The data in this study are words, phrases, and sentences contained in BMW
advertisements. The research method used is qualitative, with documentation study techniques. The
theory used is Penzl & Bussman, Shchipitsina, and Keraf. The results showed that 5 advertisements
contained denotative and connotative meanings. The denotative meaning can be found in the dictionary
because it is the primary meaning, while the connotative meaning cannot be found in every word and
must be understood in context related to advertising. The denotative meaning found in every word in
the BMW advertisement can be found by looking up its primary meaning in the dictionary, while words
that are included in the connotative meaning must be adapted to the advertising context, such as
advertising visualizations, models, or other explanatory sentences. can be found in the ad in question.