MAKNA SLOGAN IKLAN PRODUK MINUMAN ICHITAN: KAJIAN SEMANTIK
DOI:
https://doi.org/10.34125/jmp.v11i1.1630Keywords:
Iklan, Makna, Semantik, SloganAbstract
The meaning in advertising slogans plays an important role in influencing consumer perceptions of a product. Slogans with good, appropriate, and meaningful language will be able to attract consumers to buy the product. This study aims to describe the types of meaning contained in the advertising slogans of all variants of Ichitan beverage products. Data was obtained from Ichitan beverage advertising slogans found on PT Ichi Tan's social media, both in the form of images and product videos. The method used in this study was qualitative descriptive with a focus on semantic meaning. The research stages began with observing Ichitan advertisements and noting the slogans that appeared in the advertisements. Next, the collected data was analyzed, classified according to meaning type, and concluded. The study shows that out of fourteen Ichitan beverage variants, there are six slogans with connotative meanings and eight slogans with grammatical meanings. Overall, connotative meanings refer to additional meanings that have positive connotations and contain taste values, while grammatical meanings tend to refer to the state of experiencing something; fresh, aroma, fruit, exciting, energetic, relaxed, different, and addictive. The slogans in Ichitan beverage advertisements not only present meanings that can influence consumers, but also build an image as a product that prioritizes authentic taste, high quality, and creative marketing strategies.
References
Ahmadi, F., & Ibda, H. (2018). Media literasi sekolah: Teori dan praktik. CV. Pilar Nusantara.
Alwaan, A. Z., & T, N. A. (2024). Dakwah Strategy in The Modern Era. INJIES: Journal of Islamic Education Studies, 1(1), 28–34. https://doi.org/10.34125/injies.v1i1.4
Amrulloh, N. M. A. G. (2024). Educator Recruitment Management in Improving Student Quality at Dwiwarna Parung High School. JERIT: Journal of Educational Research and Innovation Technology, 1(2), 80–90. https://doi.org/10.34125/jerit.v1i2.9
Amir, A., Afnita, A., Zuve, F. O., & Erlianti, G. (2024). Education and Application of Digital Media in Creation and Documentation Artery Based Service Letter. JERIT: Journal of Educational Research and Innovation Technology, 1(1), 36–42. https://doi.org/10.34125/jerit.v1i1.5
Badudu, J. S. (2005). Ejaan Bahasa Indonesia yang Disempurnakan. Bandung: CV Nawaputra.
Basaria, I., Mahzarina, H., Hasibuan, S. M., & Rachel, E. (2024). Analisis Makna Leksikal dan Gramatikal dalam Slogan Iklan Produk (Tinjauan Semantik). Journal of Language and Literature Education (JoLaLE), 1(3), 177.
Chaer, A. (1990). Pengantar Semantik Bahasa Indonesia. Jakarta: Rineka Cipta.
Djajasudarma, F. (2009). Semantik 1: Makna Leksikal dan Gramatikal. Bandung: Refika Aditama.
Fadli, M., Iskandar, M. Y., Darmansyah, D., J, F. Y., & Hidayati, A. (2024). Development of Interactive Multimedia Use Software Macromedia Director for Learning Natural Knowledge in High School. JERIT: Journal of Educational Research and Innovation Technology, 1(1), 12–19. https://doi.org/10.34125/jerit.v1i1.2
Gaudiswari, R. R., Iriyansah, M. R., & Firmansyah, D. (2024). Ragam Makna pada Slogan Iklan Produk Minuman Berbahasa Indonesia. Jurnal Ilmiah Wahana Pendidikan, 10(17), 643–651.
Hidayatullah, R. R., Kamali, M. F., & T, . N. A. (2024). Innovative Dakwah Strategies Through Social Media: Case Study of Islamic Communication Approaches in Indonesia. INJIES: Journal of Islamic Education Studies, 1(1), 16–27. https://doi.org/10.34125/injies.v1i1.3
Hidayati, E., & Hutagaol, B. A.-R. (2025). An Analysis of Hasan Hanafi’s Tafsir Method: Hermeneutics as An Interpretative Approach. INJIES: Journal of Islamic Education Studies, 2(1), 39–48. https://doi.org/10.34125/injies.v2i1.22
Iskandar, M. Y., Nugraha, R. A., Halimahturrafiah, N., Amarullah, T. A. H., & Putra, D. A. (2024). Development of Android-Based Digital Pocketbook Learning Media in Pancasila and Citizenship Education Subjects For Class VIII SMP . JERIT: Journal of Educational Research and Innovation Technology, 1(2), 51–60. https://doi.org/10.34125/jerit.v1i2.13
Khofi, M. B., & Santoso, S. (2024). Optimize the Role of The State Islamic High School (MAN) Bondowoso Principal in Promoting Digital-Based Learning. JERIT: Journal of Educational Research and Innovation Technology, 1(2), 91–102. https://doi.org/10.34125/jerit.v1i2.7
Khubab, A. I., & Jaya, A. I. A. (2024). Implementation of Quality Education at the Darul Falah Amtsilati Islamic Boarding School. INJIES: Journal of Islamic Education Studies, 1(1), 1–4. https://doi.org/10.34125/injies.v1i1.1
Kridalaksana, H. (2001). Kamus Linguistik Edisi Ketiga. Jakarta: Gramedia Pustaka Utama.
Lehrer, A. (1974). Semantic Fields and Lexical Structure. Amsterdam: NorthHolland.
Mahbubi, M., & Ahmad, A. B. (2025). Redefining Education in The Millennial Age: The Role of Junior High Schools Khadijah Surabaya as A Center for Aswaja Smart Schools. INJIES: Journal of Islamic Education Studies, 2(1), 19–28. https://doi.org/10.34125/injies.v2i1.14
Ma’sum, A. H., & Purnomo, M. S. (2024). Effective Communication Strategies for Private Schools to Address the Controversy of High-Paying Education. JERIT: Journal of Educational Research and Innovation Technology, 1(2), 103–111. https://doi.org/10.34125/jerit.v1i2.15
Mudijono, M., Halimahturrafiah, N., Muslikah, M., & Mutathahirin, M. (2025). Harmonization of Javanese Customs and Islamic Traditions in Clean Village. INJIES: Journal of Islamic Education Studies, 2(1), 10–18. https://doi.org/10.34125/injies.v2i1.15
Monle, L., & Johnson, C. (2004). Prinsip-Prinsip Pokok Periklanan dalam Perspektif Global Edisi Pertama. Jakarta: Penerbit Prenada.
Nugraha, R. A., & Iskandar, M. Y. (2024). Development of Video Tutorials as A Media for Learning Graphic Design in Vocational High Schools. JERIT: Journal of Educational Research and Innovation Technology, 1(1), 1–11. https://doi.org/10.34125/jerit.v1i1.1
Palimbong, D. R. (2015). Makna Kontekstual dalam Novel Diary Pramugari Karya Agung Webe. Jurnal Keguruan Dan Ilmu Pendidikan, 4(2), 915–926.
Parwis, F. Y. (2017). Analisis Makna Kontekstual dari Kolom Kartun Peanuts pada Harian The Jakarta Post. Deiksis. 9(02), 129–137.
Saputra, W., Akbar, A., & Burhanuddin, B. (2024). Modernization of Da’wah Methods in Fostering Interest Among Young Generation (Case Study QS. Al-Ahzab Verse 46). INJIES: Journal of Islamic Education Studies, 1(2), 61–70. https://doi.org/10.34125/injies.v1i2.7
Septiani, D., Nugraha, M. S., Efendi, E., & Ramadhani, R. (2024). Strengthening Tuition Governance Towards Transparency and Accountability at Ummul Quro Al-Islami Modern Boarding School Bogor. INJIES: Journal of Islamic Education Studies, 1(2), 83–90. https://doi.org/10.34125/injies.v1i2.10
Sumarti. (2017). Semantik: Sebuah Pengantar. Yogyakarta: Textium.
Sumilat, J. L. (2015). Makna Slogan alam Iklan Elektronik Berbahasa Inggris pada Majalah Berbahasa Indonesia. Jurnal Elektronik Fakultas Sastra Universitas Sam Ratulangi, 3(4), 1–13.
Sutedi, D. (2003). Dasar-Dasar Linguistik Bahasa Jepang. Bandung: Humaniora.
Syafii, M. H., Rahmatullah, A. . S., Purnomo, H., & Aladaya, R. (2025). The Correlation Between Islamic Learning Environment and Children’s Multiple Intelligence Development. INJIES: Journal of Islamic Education Studies, 2(1), 29–38. https://doi.org/10.34125/injies.v2i1.17
Wardani, I., & Subhan, R. (2024). Bahasa Indonesia Sebagai Alat Komunikasi Yang Efektif. Jurnal Intelek Insan Cendikia, 1(10), 7538–7550.
Wijana, I. D. P. (2008). Semantik: Teori dan Analisis. Surakarta: Yuma Pustaka.
Winawati, W. (2018). Peranan Bahasa dalam Susila Hindu. Satya Widya: Jurnal Studi Agama, 1(1), 76–87.
Yulia, N. M., Asna, U. L., Fahma, M. A., Reviana, P. A., Cholili, F. N., Halimahturrafiah, N., & Sari, D. R. (2025). Use of Game-Based Learning Media Education as An Effort to Increase Interest Elementary School Students Learning. JERIT: Journal of Educational Research and Innovation Technology, 2(1), 38–45. https://doi.org/10.34125/jerit.v2i1.23
Yolanda, N. S., & Laia, N. (2024). Practicality of Mathematics Learning Media Using Applications PowToon. JERIT: Journal of Educational Research and Innovation Technology, 1(1), 27–35. https://doi.org/10.34125/jerit.v1i1.4
Zafari, K. A., & Iskandar, M. Y. (2024). Interactive Multimedia Development With The Autorun Pro Enterprise Ii Application Version 6.0 In Ict Guidance In Secondary Schools. JERIT: Journal of Educational Research and Innovation Technology, 1(1), 20–26. https://doi.org/10.34125/jerit.v1i1.3
