DIALOG DAN MONOLOG SEBAGAI UNSUR PERSUASI DALAM IKLAN
DOI:
https://doi.org/10.26742/atrat.v3i1.381Abstrak
Dialogue and monologue are parts of important elements in advertisement. Both elements convey verbal message. Dialogue is a conversation between two persons or groups and monologue is a discourse by a single speaker. As forms of communication, both elements persuade audience to comprehend the message. Consecutively, message is delivered through introducing, approaching and finally, solving problems. Verbal communication is carried out through general, simple and explicit sentences. Thus, it can be understood by society, especially of lower middle class. The arrangement of well-structured monologue and dialogue produces a communicative and understandable message.
Keywords: The Completeness of the Text in the Ads, Messages, Persuasion in Advertising
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Dialog dan monolog merupakan salah satu bagian penting yang ada dalam iklan. Keduanya berfungsi sebagai penyampai pesan verbal. Dialog adalah percakapan dua orang atau kelompok, dan monolog merupakan ucapan yang disampaikan secara individu. Sebagai bentuk komunikasi, keduanya memberikan persuasi kepada penonton agar memahami pesan yang disampaikan. Berturut-turut pesan disampaikan melalui pengenalan masalah, pendekatan masalah dan akhirnya menemukan pemecahan masalah. Komunikasi verbal disampaikan dengan kalimat lugas, sederhana dan umum sehingga mudah dimengerti oleh masyarakat, terutama kalangan menengah bawah. Perencanaan monolog dan dialog yang terstruktur dengan baik menciptakan sebuah pesan yang komunikatif dan mudah dipahami.
Kata Kunci: Kelengkapan Teks dalam Iklan, Pesan, Persuasi dalam Iklan
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