期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：12
页码：889-898
DOI：10.6007/IJARBSS/v11-i12/11827
语种：English
出版社：Human Resource Management Academic Research Society
摘要：This study is an observation of the use of language in advertising language. This writing involves a study of the form of content analysis on selected advertisements. This study gives the main focus on the aspect of interpreting the meaning of advertisements using a language-adjusted approach by Kamaruddin (1995). This theory emphasizes the importance of context in the interpretation of the use of the Malay language ads involving all aspects of the circumstance of users and usage conditions. This reason to achieve advertising goals, advertisers do not emphasize grammatical aspects when building ad scripts. Therefore, user confusion will arise on the adjustable meaning of ad language that often uses implicit elements. In the construction of a language, its use by members of the community must be the main goal. A language that has been developed will not be meaningful if it has not been fully used by the members of the community who developed it (Asmah, 1988).
