Buku Non Teknik

Explicit and Implicit Message Of Health Drink Advertisment In Indonesia

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This study analyzed the discourse of health drink advertisements in Indonesia,
focusing on explicit and implicit messages. This study employed a qualitative
approach using discourse analysis. The data consisted of ten health drink
advertisements broadcast on YouTube, which served as short, persuasive
media designed to inform viewers. The data were collected through
documentation by selecting advertisements uploaded in 2025. The narrative
structure of the advertisements was analyzed using the Generic Structure
Potential (GSP) theory, which examined orientation, complication, resolution,
and reorientation in the text. The results showed that explicit messages
generally emphasized direct product benefits, while implicit messages
conveyed broader ideas such as healthy lifestyles, emotional well-being, and
positive self-image. Using Roman Jakobson’s language functions, the study
found dominant use of referential and conative functions, with emotive, phatic,
metalinguistic, and poetic functions appearing selectively to enhance
persuasion. This research is expected to contribute to linguistic studies,
particularly discourse analysis, and provide insights into explicit and implicit
messages in advertising in Indonesia.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

BSI-2026-ZAL e

Penerbit

Makassar : FAH. Adab & Humaniora UIN ALauddin., 2026

Deskripsi Fisik

viii, 82 hal :Ilus :, 30 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

BSI-2026-ZAL e

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

discourse analysis
health drink advertisements
explicit messages
implicit messages
Jakobson's language function

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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