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An Analysis of Copywriting Techniques in The Jakarta Post Newspaper Hotel Advertisement
Sita Zuhara Rusyda (2017) | Tugas Akhir | -
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This research study is about analyzing copywriting techniques used in the hotel advertisements in The Jakarta Post newspaper. It aims to analyze the copywriting techniques used in The Jakarta Post newspaper hotel advertisements, to understand the implicit message of each advertisement, and to find the most copywriting techniques used in The Jakarta Post newspaper hotel advertisement. It uses qualitative research method. In conducting this research, some theories are used such as copywriting techniques, assumption, definition and parts of advertisements, and text analysis. The data of this report are taken from The Jakarta Post newspaper especially hotel advertisements. There are 20 advertisements that have been taken. This research focuses on the text of the advertisements. The main tool for the catcher attention is the text. So, the text is the main data to be analyzed. The result is the analysis of the copywriting techniques presented in the hotel advertisement. It becomes the first topic of final project in English Department Politeknik Negeri Bandung. Keywords: copywriting, techniques, advertisement, implicit message, The Jakarta Post.