“Sosro, Ahlinya Teh” A Diachronic Analysis of Language Forms in Teh Botol Sosro’s Television Advertisements During Four Decades

Saragi, Devi Melisa (2018) “Sosro, Ahlinya Teh” A Diachronic Analysis of Language Forms in Teh Botol Sosro’s Television Advertisements During Four Decades. Advances in Social Science, Education and Humanities Research, 228. pp. 197-204.

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Abstract

Advertising has been becoming one of the persuasive techniques to announce or promote the availability of products or services to societies. One of the products continuously consumed by Indonesians from 1940 until now is Teh Sosro. The purposes of this research are to show the changes in language advertisement and differences in language selection during four decades. The data collected with recording technique are diachronic data taken from 1980s until 2010s by choosing one considered advertisement representing each decade and then tobe analyzed based on sociopragmatics viewpoints. This is to manifest that in performing its functions, an advertisement must concern about the development of the societies as the prevailing agents from time to time. The results of this research show that the language used in Teh Botol Sosro’s advertisements on TV changes in each range of ten years along with the development of Indonesians. The changes found are in the form of meaning and language selection in each decade which are automatically adapted to the societies.

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