Kata Kerja dan Hubungan Leksikal Dalam Iklan Produk Kecantikan Wanita
Abstract
Iklan komersial adalah satu bentuk pembujukan dalam usaha mempengaruhi khalayak sasaran tentang pandangan atau keputusan membeli. Iklan produk kecantikan wanita merupakan salah satu daripadanya. Analisis dilakukan pada iklan dua jenama terkenal, iaitu D’HERBS dan Vida Beauty dengan fokus analisis pada kata kerja yang digunakan dalam slogan dan keterangan produk kecantikan muka. Kajian ini bertitik tolak daripada kajian yang telah dilakukan oleh Leech (1966) tentang kata kerja yang lazim digunakan dalam iklan. Kajian ini mempunyai dua objektif, iaitu mengenal pasti kata kerja yang lazim digunakan dan menganalisis hubungan leksikal yang wujud pada kata kerja yang lazim digunakan. Terdapat empat metod yang diaplikasi, iaitu kajian pustaka, syot layar, analisis frekuensi dan analisis teks. Dapatan kajian ini memperlihatkan antara kata kerja yang lazim digunakan dalam iklan kecantikan muka adalah “mencerah/mencerahkan”, “merawat”, “membantu” dan “melembap/melembapkan”. Hubungan leksikal yang terbentuk daripada kekerapan kata kerja yang digunakan membentuk lapan kelompok sinonimi dan tiga kelompok antonimi. Kesimpulannya, pengiklan memilih kata yang tepat dalam mempengaruhi khalayak sasaran dan bermakna positif sebagaimana yang dinyatakan oleh Leech (1966) dan Dyer (1982).
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