GEFARI, Galuh Zar Al (2024) Associative Meaning Used in Sunscreen Products on Sociolla: The Case of Diction Men and Women Representation. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is entitled Associative Meaning Used in Sunscreen Products on Sociolla: The Case of Diction Men and Women Representation. It aims to analyze the types and communicative functions of associative meaning as well as its diction men and women in the selected sunscreen products. The research is conducted using a descriptive qualitative method. The data are selected purposively on Sociolla website store. It uses the theory of Leech (1985) to classify the types of associative meaning and Searle (1999) to categorize the communicative functions of associative meaning in the sunscreen products. The result of this study contains of 7 connotative meaning, 6 reflected meaning, 9 collocative meaning, 1 social meaning and 2 affective meaning. From these findings, the collocative meaning is found as the most frequent type in the data which consist of 4 data categorized as diction for women, 2 identified of men and 3 data for both men and women. Whereas the least type of associative meaning is found in social meaning and affective meaning with 1 and 2 data respectively. The diction is commonly describing and representing the image of women beauties, such as bright, flawless, white and glow. Besides that, there are two communicative function of associative meaning appears in this research, they are assertive function and expressive function.

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