Tindak Tutur Dalam Iklan Obat-Obatan Di Televisi: Kajian Pada Iklan Tolak Angin
Abstract
Penelitian ini bertujuan untuk menganalisis tindak tutur dalam iklan produk kesehatan Tolak Angin yang ditayangkan di televisi, dengan menggunakan pendekatan pragmatik. Penelitian ini berfokus pada penggunaan tindak tutur lokusi, ilokusi, dan perlokusi dalam iklan untuk menyampaikan pesan persuasif dan memengaruhi audiens. Iklan memiliki peran penting dalam menyampaikan informasi dan membujuk konsumen untuk membeli produk, sehingga strategi bahasa yang digunakan sangat menentukan efektivitasnya. Metode penelitian ini menggunakan pendekatan deskriptif kualitatif, dengan teknik pengumpulan data berupa pengamatan langsung terhadap iklan Tolak Angin di televisi. Data yang diambil meliputi tuturan verbal dan visual yang ditampilkan dalam iklan tersebut. Teknik analisis data yang digunakan adalah teknik padan pragmatis, yang menitikberatkan pada reaksi dan makna dari tindak tutur yang digunakan dalam iklan. Hasil penelitian menunjukkan bahwa iklan Tolak Angin secara efektif menggunakan kombinasi tindak tutur lokusi untuk memberikan informasi tentang produk, tindak tutur ilokusi untuk mendorong audiens mengambil tindakan pembelian, dan tindak tutur perlokusi untuk menciptakan efek psikologis berupa kepercayaan dan keyakinan terhadap produk. Penggunaan bahasa yang persuasif dan sederhana, didukung oleh visualisasi yang kuat, membantu memperkuat pesan iklan dan meningkatkan daya tarik produk di kalangan audiens. Penelitian ini menyimpulkan bahwa tindak tutur yang digunakan dalam iklan Tolak Angin berperan penting dalam memengaruhi perilaku konsumen, terutama dalam konteks produk kesehatan. Iklan yang berhasil memanfaatkan strategi tindak tutur secara efektif dapat meningkatkan kepercayaan audiens dan mendorong tindakan pembelian.
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