Variety of Slogan Languages in Food Advertising through Television Media

Abstract

Advertising is one of the ways that manufacturers market products or services with the aim of attracting consumer attention. The success of the product or service marketed is greatly influenced by the creation of attractive advertisements. The selection of a variety of languages packaged in the form of slogans will be a characteristic of each producer. The purpose of this study is to analyze the use of slogan language variations in food advertisements aired on television. With the increasing competitors of the food industry, television is becoming the most effective medium to attract the attention of consumers. This study classifies and identifies various variations of advertising language including the use of figurative language, vocabulary selection, and emotional elements that can create connectivity with consumers. The data analysis method uses descriptive analysis of the languages used in advertising with an emphasis on language structure, meaning, and psychological impact on consumers. The results of this study show that the variation of slogan language contained in food product advertisements conveyed through television media can increase and influence consumer psychology. This finding can be used as a reference for producers in increasing people's purchasing power for food products through television media. In addition, it can also provide knowledge and insight for producers in designing more creative and innovative advertisements.