vi ABSTRAK
Penelitian ini bertujuan menganalisis stilistika yang digunakan produsen dalam menjual produknya yang disampaikan melalui wacana iklan smartphone untuk menarik minat konsumen. Pada penelitian ini diterapkan teori Stilistika yang dikemukakan Renkema (2004) dan Sowinski (1991) dan Barthes (2012). Metode yang digunakan dalam penelitian ini adalah metode pendekatan kualitatif. Kata, frasa dan kalimat pada wacana iklan sebagai sumber data penelitian dari iklan
smartphone Cina (Asus, Huawei, Oppo, Vivo, dan Coolpad). Data dikumpulkan
dengan menggunakan metode observasi dan dokumentasi. Analisis data dilakukan berdasarkan Miles, Huberman dan Saldana (2014) memfokuskan pada empat komponen analisis yaitu pengumpulan data, kondensasi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi positioning berperan dalam iklan smartphone untuk menunjukkan keunggulan smartphone seperti fotografi, ketahanan, privasi, dan kecanggihan. Stilistika dan
positioning memberikan kesan menarik dan mendorong masyarakat
menggunakan smartphone produknya serta meningkatkan pemasaran produk dengan banyak digunakan oleh masyarakat luas.
Kata Kunci: Stilistika, Positioning, iklan, smartphone
vii ABSTRACT
This study aimed to analyze the strategy of positioning and stylistic manufacturers to sell their products in the consumer interest through advertising discourse. This study examined stilistics by applying the theory of Stilistics by Renkema (2004), Sowinski (1991) and Barthes (2012). The method used in this study is qualitative approach. Words, phrases and sentences on advertising discourse as a source of research data from Chinese smartphone advertisements (Asus, Huawei, Oppo, Vivo, and Coolpad). Data of the research are words, phrases and sentences of advertising discourse. Data were collected using observation and documentation methods. Data were analysis by using Miles, Huberman and Saldana (2014) focused on four components: data collection, condensation, data presentation, and conclusion. The results showed that the positioning strategy played a role in advertising the smartphone to show the superiority of smartphones compared to other smartphones such as the advantages in terms of photography, resilience, and privacy. Stilistics and positioning give the impression of attracting and encouraging people to use their smartphone products and improve product marketing with the commonly used by the public.
Keywords: Stylistics, positioning, advertising, smartphone
