Analysis of Diction Represents Men in the Mykonos Perfume Advertisement on Instagram.NPM:217010008

Jagat Maulana Tirta Chandra, Dr. Supian, S.Pd., M. Pd. (2025) Analysis of Diction Represents Men in the Mykonos Perfume Advertisement on Instagram.NPM:217010008. Skripsi(S1) thesis, Sastra Inggris.

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Abstract

This research entitled “Analysis of Diction Represents Men in the Mykonos Perfume Advertisement on Instagram” explores how diction is used to represent men in Mykonos perfume advertisements on Instagram. This research was chosen because it is interesting to study and can add to the understanding of the selection of diction in showing a gender in advertising techniques in the perfume world. This research seeks to answer questions such as why the diction used to represent men, analyzing another meaning, and finding out the dominant diction often used in Mykonos men’s perfume. The researcher used Leech’s Semantic as grand Theory, focusing on Denotative, Connotative, and Persuasive meanings. Also used Jakobson’s Language Function, focusing on Emotive, Conative, and Referential Function. Chapter I outlines the background research, research problem, explaining the importance of analyzing men representation through diction in advertisements. Chapter II presents previous studies and discusses the core theories used, highlighting the role of semantics and language function. Chapter III explains this research employed a qualitative descriptive method with Qualitative approach with a case study design. Chapter IV primary data analyzes 14 perfume variants posted between November 2023 until March 2025. Chapter V shows the analysis identifies 20 recurring diction such as Bold, gentleman, Mysterious, and Fresh. The findings show that every diction contains all three semantic layers and serves one or more language functions. The dominant diction found is three categories: Emotive, Conative, and Referential Function. Supporting data from the questionnaire (76 respondents) and the Interview (10 respondents) to strengthen the validation of the analysis of the dominant diction that Mykonos used in their men’s Perfume. Keywords: Advertisement, Caption, Diction, Men, Perfume.

Item Type:	Thesis (Skripsi(S1))
Subjects:	S1-Skripsi
Divisions:	Fakultas Seni dan Sastra > Sastra Inggris 2025
Depositing User:	mr FISS-Oman -
Date Deposited:	09 Sep 2025 01:40
Last Modified:	09 Sep 2025 01:40
URI:	http://repository.unpas.ac.id/id/eprint/78318

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