Analisis makna denotasi dan konotasi pada penamaan brand makanan di Kota Malang

Billah, Baedt Giri Mukhoddam, Al Anshory, Abdul Muntaqim and Degaf, Agwin ORCID: https://orcid.org/0000-0001-8551-0867 (2023) Analisis makna denotasi dan konotasi pada penamaan brand makanan di Kota Malang. PRASI: Jurnal Bahasa, Seni, dan Pengajarannya, 18 (1). pp. 26-39. ISSN 1693-6124

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Abstract

The purpose of this research is to map the naming of food brands that have both denotative and connotative meanings for food merchants in Malang City. This study employed a qualitative descriptive method with a semantic approach to examine terms in food brands. The object of this study is the naming of food brands in Malang City, East Java, Indonesia. Observation and interviews were used as data gathering methods. The data collected for each term in Malang City's food brands were analyzed for denotation and connotation meaning aspects. The results of the study show that food brands in Malang City use terms with denotative and connotative meanings. The brand's connotative meaning differs greatly from its denotative meaning. According to the findings of this study, the names of their food brands are chosen using four approaches: 1) adapting the concept of a currently viral food brand, 2) being representative, 3) adapting buyer remarks, and 4) thinking about names as sales progress.

Item Type:	Journal Article
Keywords:	culture; identity; connotative meaning; denotative meaning; branding
Subjects:	20 LANGUAGE, COMMUNICATION AND CULTURE > 2004 Linguistics > 200408 Linguistic Structures (incl. Grammar, Phonology, Lexicon, Semantics) > 20040804 Semantics
Divisions:	Faculty of Humanities > Department of English Language and Letters
Depositing User:	Dr. Agwin Degaf
Date Deposited:	04 Sep 2023 10:44

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