Analisis Gaya Bahasa Iklan dI Shopee pada Bulan Maret

Abstract

Language variations are part of the language spectrum used in functions and situations, of course according to applicable linguistic rules. The aim of this research is to describe variations in slang and foreign language variations in advertisements on online shopping websites (Shopee). The method used in this research is descriptive qualitative. The source of information is the Shopee application where the information is in the form of foreign language words and slang. The data collection method is documentary study using reading and note-taking techniques. The data analysis technique uses data triangulation. The research results revealed two forms of linguistic variation, namely. foreign language variant forms and slang forms. During the research, 31 materials were found with 11 slang variants and 20 foreign language variants. The use of English is dominated by foreign language variants, English is a language that can be used by everyone anywhere in the world. Variations in slang include abbreviations, which are a combination of two words that are combined to make a word easier to pronounce, especially as it is often used among teenagers, and also removing vowels from the word. The use of this slang is Shopee's strategy to follow current trends in order to reach buyers easily.