Language Options in Food Product Advertising on Youtube

Fira Maghfiro Tunnisa
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Abstract

The purpose of this study is to describe the form of language choice in speech events in advertisements for food products on YouTube and to describe the factors that determine the choice of language in speech events in advertisements for food products on YouTube.This research uses a qualitative descriptive research type. This research was carried out from December 2020 to May 2021. The data taken in this study were the utterances of commercial stars in 20 advertisements for food products on YouTube videos which were transcribed in written text. The data source used is food product advertisements on YouTube. The data collection technique used in this study is the note-taking technique. The data validation technique uses triangulation techniques. The method used in analyzing the data is the intralingual and extralingual equivalent methods. In food product advertisements on YouTube, 9 data were found using single language variations. Code switching data was found to be 2 codes. Then the ads using code mixing totaled 9 data with the form of words and phrases.
Youtube 上食品广告的语言选择
本研究的目的是描述 YouTube 上食品广告中言语事件的语言选择形式,并描述决定 YouTube 上食品广告中言语事件语言选择的因素。研究时间为 2020 年 12 月至 2021 年 5 月。本研究采集的数据是YouTube视频中20个食品广告中商业明星的语篇,并将其转录为书面文本。使用的数据来源是 YouTube 上的食品广告。本研究采用的数据收集技术是笔记技术。数据验证技术采用三角测量技术。分析数据的方法是语内和语外等效法。在 YouTube 上的食品广告中,发现了 9 个使用单一语言变化的数据。代码切换数据为 2 个代码。然后,使用代码混合的广告共有 9 个以单词和短语形式出现的数据。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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