Domain Semantik, Kata Kerja dan Kolokasi dalam Iklan Produk Kecantikan Wanita
Abstract
Domain semantik mengandungi sejumlah kata-kata yang berkolokasi dalam medannya dan kata-kata ini mempunyai fungsi atribut. Bagi memperlihatkan fungsi ini dalam bahasa iklan, dua domain semantik produk kecantikan wanita bagi muka dan badan dianalisis kata kerjanya. Produk kecantikan yang dianalisis merupakan iklan dari D’HERBS dan Vida Beauty. Antara metod yang diaplikasi ialah syot layar, analisis teks dan analisis frekuensi. Data dikumpulkan dari iklan yang disiarkan dalam talian. Analisis ini mempunyai dua objektif, iaitu mengenal pasti kata kerja yang lazim dan membincangkan persamaan kata kerja yang lazim digunakan dalam kedua-dua domain. Analisis yang dilakukan mengaplikasikan kerangka kerja Leech (1966) dengan penambahan skop domain semantik, hubungan leksikal dan analisis frekuensi. Ini dilakukan kerana kerangka kerja Leech didapati kurang komprehensif bagi menjelaskan fungsi atribut kata kerja yang dianalisis dalam bahasa iklan. Dapatan analisis memperlihatkan terdapat dua sifat kata kerja, iaitu berkolokasi secara spesifik dan umum. Kata kerja yang berkolokasi secara spesifik merujuk pada hubungan langsung dengan domain yang dirujuk dan sebaliknya bagi umum. Kata yang berkolokasi secara spesifik dengan kecantikan muka, antaranya mencerah/mencerahkan; menganjal/menganjalkan, manakala kecantikan badan, mengurang, menurunkan/turun; mengharumkan/mewangikan. Sama ada kata kerja berkolokasi secara spesifik ataupun umum, isu yang penting dalam bahasa iklan adalah penggunaan kata kerja yang mampu mempengaruhi khalayak. Pemilihan kata kerja yang menjadi sebahagian daripada informasi dalam iklan tidak dilakukan secara sewenang-wenangnya sebaliknya bertujuan memenuhi harapan dan jangkaan pengguna/pembeli (Boone & Kurtz, 1995).
Kata kunci: domain semantik; kata kerja; kolokasi; iklan; produk kecantikan
Semantics Domain, Verbs and Collocation in Women’s Beauty Product Advertisements
Semantics domain contains a number of words that are collocated and these words have attribute functions. To show these functions, two semantic domains of female beauty products for face and body were analyzed. The beauty products advertisements were from D'HERBS and Vida Beauty. Among methods applied in this study were screenshot, text analysis and frequency analysis. Data were collected from online advertisements. This analysis has two objectives, identifying common verbs and discussing commonly used verbs in both domains. The analysis applied Leech’s framework (1966) with the addition of the semantics domain, lexical relation and frequency analysis as Leech’s framework was found to be less comprehensive to explain the attribute functions of the verb. Findings show that there were two properties of verb, specific and general collocation in the domains. Verb with specific collocated refer to direct relationships with referred domains and vice versa for the general one. Verbs that were specifically collocated to the beauty of faces, among them were mencerahkan/mencerah; menganjal/menganjalkan, while for the body, mengurang, menurunkan/turunkan; mengharumkan/mewangikan. Whether the verbs are specifically or generally collated to domains, the most important issue in the advertisement language is the use of verbs that can influence the audience. The selection of verbs that are part of the information in advertising is not arbitrary but was intended to meet the expectations and hopes of consumers / buyers (Boone & Kurtz, 1995).
Keywords: semantics domain; verbs; collocation; advertisement; beauty product
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