Saputri, Nur Indah (2022) Makna Ambiguitas pada Iklan di Televisi RCTI. Other thesis, Universitas Islam Riau.

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Abstract

The Meaning of Ambiguity in Advertisements on RCTI Television This study entitled "The Meaning of Ambiguity in RCTI Television Ads". Ambiguity is a form of spoken or written speech that occurs as a result of the use of language whose grammatical interpretation can be different, which generally occurs in spoken language. Ambiguity is a form of speech that has more than one meaning due to different interpretations. In connection with this research, it is related to semantics, especially the meaning of ambiguity in RCTI television advertisements. Researchers are interested in doing this research because they want to know and express the meaning of grammatical and lexical ambiguity in advertisements on RCTI television. The problems found in this research are (1) What is the meaning of grammatical ambiguity contained in RCTI television advertisements? (2) What is the meaning of the lexical ambiguity contained in RCTI television commercials? The purpose of this study is to describe and analyze the meaning of grammatical and lexical ambiguity in advertisements on RCTI television. the method used in this research is descriptive method. The data source for this research is advertisements on RCTI Television from May 1 to June 31, 2022. The theories used in this research are: (1) Soenjono Dardjowidjojo, (2) Mansoer Pateda, (3) Abdul Chaer, (5) Abdul Manaf. Data collection techniques used documentation techniques, observing techniques and note-taking techniques. The results of the study show that there are 19 grammatical ambiguities contained in RCTI television commercials. Grammatical ambiguity is caused by the sentence structure that is used incorrectly, the lack of explanatory sentences, or the use of inappropriate term sentences. Grammatical ambiguity is found less than lexical ambiguity. The lexical ambiguity contained in advertisements on RCTI television is 31 data. This lexical ambiguity is caused by the use of inappropriate terms and the use of words that are difficult to match with good and correct Indonesian texts.

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