Analysis Of Sincerity That Influences Consumer Psychology In The Advertising Text Of South Korean And Indonesian Products From A Pragmatic Maxim Perspective

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Lee Seung Hoon , Syihabuddin , Dadang Sudana , Wawan Gunawan


The main objective of this research is to investigate the sincerity of advertisements through analyzing the pragmatic meaning of messages conveyed in multimodal advertising texts in Indonesia and Korea and to reveal the verbal and visual aspects used in advertisements that cause consumer harm from a multimodal pragmatic perspective. The research method used in this research is content analysis research method. The advertisements analyzed were advertisements for tobacco products, fast food products, and telecommunication products. These advertisements are selected and classified according to a marketing theory model, namely, the FCB Grid Model. The research findings show that tobacco products and fast food products are included as low-level emotional involvement products with a low level of thought that consumers consider before choosing a product, and telecommunication products are included as high-involvement rational products with a high level of thought that consumers consider before choosing a product. As a result of the 'expressive maxim analysis' of Korean and Indonesian advertisements, semantic and pragmatic expressions were found to mislead consumers. The maximum violation found in these advertisements was the use of 'False expressions', and the next most frequently used misleading item was the use of 'Omission expressions'. The overall pattern of flouting of the maxims found in the advertisements analyzed was the use of exaggerated and misleading expressions between the maxims of expression, the use of partially fictitious expressions, and the omission of some of the key information. The implication of this research is that consumers can consider advertising products based on the results of the analysis, and the results of this analysis can be used by teachers in teaching students how to make advertising text products in accordance with norms and rules, but still attract consumers.

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