STRATEGI PERSUASIF MAJAS HIPERBOLA DALAM SLOGAN IKLAN MINUMAN PADA MEDIA SOSIAL (KAJIAN SEMIOTIKA)
https://doi.org/10.51574/vokatif.v3i1.2062
Keywords:
hiperbola, slogan iklan, media sosial, persuasi, semiotikaAbstract
Media sosial telah mengubah pola komunikasi periklanan dari penyampaian informasi produk menuju pembentukan pesan yang singkat, kreatif, emosional, dan persuasif. Salah satu strategi kebahasaan yang digunakan dalam slogan iklan adalah majas hiperbola, yaitu ungkapan yang melebih-lebihkan suatu keadaan untuk menegaskan keunggulan produk. Penelitian ini bertujuan menganalisis bentuk, makna, dan strategi persuasif majas hiperbola dalam slogan iklan minuman pada media sosial. Penelitian menggunakan pendekatan deskriptif kualitatif dengan perspektif semiotika. Data penelitian berjumlah sepuluh slogan iklan minuman, yaitu Teh Pucuk Harum, Teh Botol Sosro, Coca-Cola, Florida, Ultra Milk, Frestea, Red Bull. Data dianalisis berdasarkan bentuk ungkapan hiperbolis, makna denotatif, makna konotatif, serta fungsi persuasifnya dalam membangun citra produk. Hasil penelitian menunjukkan bahwa hiperbola digunakan untuk mengintensifkan makna rasa, kesegaran, manfaat, energi, kenikmatan, dan pengalaman konsumsi. Secara semiotik, ungkapan hiperbolis tidak dimaknai secara literal, tetapi dikonstruksi sebagai tanda yang menghubungkan produk dengan kualitas unggul, kesegaran maksimal, kebahagiaan, semangat, dan gaya hidup positif. Strategi tersebut menunjukkan bahwa hiperbola berfungsi sebagai perangkat retoris untuk menarik perhatian, memperkuat daya ingat terhadap merek, membangun citra positif, dan memengaruhi persepsi konsumen. Temuan penelitian juga memiliki implikasi bagi pembelajaran Bahasa Indonesia, khususnya dalam pengembangan literasi kritis peserta didik terhadap bahasa persuasif di media digital.
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