Eki Pratama, Afdal (2025) Penggunaan Kesantunan Berbahasa dalam Teks Alat Peraga Kampanye Pilkada Banten 2024 untuk Pembelajaran Bahasa Iklan di SMP. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study discusses the use of politeness in the 2024 Banten Regional Election campaign materials found on billboards and pamphlets, with the aim of describing the realisation of politeness maxims based on Geoffrey Leech's (1983) theory and implementing them in advertising language learning at the junior high school level. The research method used was qualitative descriptive with data collection techniques through documentation, coding, and discourse analysis. The research data consisted of 36 campaign texts analysed based on six maxims of politeness. The results showed that there were 36 data points for all maxims of politeness, namely 10 maxims of sympathy, 6 of praise/appreciation, 11 of agreement, 2 of generosity, 4 of humility, and 3 of wisdom/prudence, identified in the campaign texts. Each maxim serves to reinforce the candidate's positive image while influencing public opinion in a polite manner. The findings of this study can be used as teaching material for advertising language in junior high schools because they provide concrete examples of the application of polite and contextually appropriate persuasive language. This study contributes to enriching pragmatic studies and supports the development of students' advertising text analysis and production skills.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini membahas penggunaan kesantunan berbahasa dalam teks alat peraga kampanye Pilkada Banten 2024 yang terdapat pada baliho dan pamflet, dengan tujuan mendeskripsikan realisasi maksim kesantunan berdasarkan teori Geoffrey Leech (1983) serta mengimplementasikannya dalam pembelajaran bahasa iklan di tingkat SMP. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui dokumentasi, pengodean, dan analisis wacana. Data penelitian berjumlah 36 teks kampanye yang dianalisis berdasarkan enam maksim kesantunan. Hasil penelitian menunjukkan bahwa data seluruh maksim kesantunan berjumlah 36 data, yaitu 10 maksim simpati, 6 pujian/penghargaan, 11 kesepakatan, 2 kedermawanan, 4 kerendahan hati, 3 dan kebijaksanaan/kearifan, teridentifikasi dalam teks kampanye. Setiap maksim berfungsi memperkuat citra positif kandidat sekaligus memengaruhi opini publik dengan cara yang santun. Temuan penelitian ini dapat dijadikan bahan ajar pembelajaran bahasa iklan di SMP karena menyediakan contoh konkret penerapan bahasa persuasif yang santun dan sesuai konteks sosial. Penelitian ini berkontribusi dalam memperkaya kajian pragmatik serta mendukung pengembangan keterampilan analisis dan produksi teks iklan siswa. | |||||||||
| Uncontrolled Keywords: | language politeness, politeness maxims, campaign media, political advertising, language learning kesantunan berbahasa, maksim kesantunan, alat peraga kampanye, iklan politik, pembelajaran bahasa | |||||||||
| Subjects: | L Education > L Education (General) | |||||||||
| Divisions: | 02-Fakultas Keguruan dan Ilmu Pendidikan 02-Fakultas Keguruan dan Ilmu Pendidikan > 88201-Jurusan Pendidikan Bahasa Indonesia |
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| Depositing User: | Afdal Eki Pratama | |||||||||
| Date Deposited: | 16 Dec 2025 01:29 | |||||||||
| Last Modified: | 16 Dec 2025 01:29 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56358 |
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