Semantik Analisis Tagline Di Instagram Untuk Mempromosikan Pariwisata MICE (Studi Kasus: Akun Bisnis Phenom Event)

Abstract

The study, entitled "Semantic Analysis of Tagline on Instagram to Promote MICE Tourism (Study Case: Phenom Event)", focuses on the meaning of the English tagline found in the event organizer Instagram’s advertisements. This study aims to identify, analyze, and describe the types of meanings and implicature factors in the English tagline. Data were collected from several English taglines posted on Instagram and in analyzing the data, the writer used Leech's (1974) theory about two types of meaning and Palmer's theory about the meaning aspect (1976). The two types of meaning are conceptual (denotative) and associative meanings which are divided into six subtypes: connotative, social, affective, collocative, reflective, and thematic. Palmer (1976) distinguishes aspects of meaning into four types, namely aspects of sense (sense), aspects of feeling (feeling), aspects of tone (tone) and aspects of purpose (intention). The results showed that the types of sentence meanings in the tagline contained 5 conceptual meanings (denotative), 22 connotative meanings, and 4 affective meanings. The results also showed that the aspect of the meaning of persuasive goals was mostly used in tagline’s posts on Instagram. The factors that affected implicature were intention and path factors. The tagline is used as a media to increase brand awareness and marketing strategies by using short, concise, and effective writing. Keywords: Semantic Analysis, Tagline, Instagram, Tourism of MICE