SEMANTIC AND PRAGMATIC MEANING ANALYSIS OF PUBLIC SERVICE ADVERTISING TEXTS ALONG THE CIPASUNG HIGHWAY, DARMA DISTRICT, TO SILIWANGI STREET, KUNINGAN DISTRICT, KUNINGAN REGENCY

Abstract

Advertisement is a tool used to publish information, with a short language enough to attract the attention and understanding of the reader, the language used contains its own meaning, so the author wants to examine the meaning behind the advertisement text. The scope of this study is the analysis of semantic and pragmatic meanings in public service advertisement texts along Cipasung Highway, Darma District, to Siliwangi Street, Kuningan District, Kuningan Regency. The formulation of the problem is how the semantic meaning contained in the public service advertisement text along Cipasung Highway, Darma District, to Siliwangi Street, Kuningan District, Kuningan Regency is reviewed from the types of meaning and how the pragmatic meaning contained in the public service advertisement text along Cipasung Highway, Darma District, to Siliwangi Street, Kuningan District, Kuningan Regency is reviewed from the meaning of locution, illocution and perlocution. The purpose of this study is to find out how the semantic meaning contained in the public service advertisement text is reviewed from the types of meaning and to find out how the Pragmatic meaning contained in the public service advertisement text is reviewed from the meaning of locution, illocution and perlocution. The research method used is descriptive qualitative analytic. The research technique consists of data acquisition techniques by means of observation and documentation, as well as data processing techniques by analyzing the types of semantic meanings reviewed based on the type of semantic meaning, based on the presence or absence of references, based on the presence or absence of sense values, based on the accuracy of meaning, based on the relationship of the meaning of one word with another word, based on figurative meaning, and pragmatic meaning based on the type of speech act. The population of this study is public service advertisements along Jalan Raya Cipasung, Darma District to Jalan Siliwangi, Kuningan District, Kuningan Regency and the sample used is the total sample, namely all public service advertisements along the road. From the research results, it was concluded that the meanings varied, based on semantic meaning, 8 advertisements had lexical meaning and 16 advertisements had grammatical meaning, based on the presence or absence of references, 15 advertisements had referential meaning and 9 advertisements had non-referential meaning, based on taste value, 8 advertisements had denotational meaning and 16 advertisements had connotation meaning, based on accuracy of meaning, 8 advertisements had word meanings and 16 had term meanings, based on meaning relationships, 7 advertisements had conceptual meaning and 17 advertisements had associative meaning, based on figurative meaning, 16 advertisements had figurative meaning and 8 advertisements have a non-figurative meaning, while the pragmatic meaning in the advertisement text, the locutionary meaning is stating 8 advertisements, inviting 7 advertisements, commanding 8 advertisements and warning 1 advertisement, assertive illocutionary meaning 6 advertisements, directive 15 advertisements, commissive 3 advertisements. The perlocutionary meanings of advertising texts are all meaningful.