ANALISIS WORTWAHL PADA MEDIA KARTU QUOTES BAHASA JERMAN PRODUK ECOBITES

ANALYSIS OF WORTWAHL IN GERMAN QUOTE CARDS PRODUCED BY ECOBITES

Penelitian ini bertujuan mengidentifikasi bentuk dan makna pilihan kata dalam kartu quotes berbahasa Jerman produk ECOBITES sebagai bagian dari strategi pemasaran. Dengan pendekatan kualitatif deskriptif dan teknik analisis isi, penelitian ini mengkaji kata, kalimat, dan kalimat lima kartu quotes berbahasa Jerman pada produk ECOBITES. Hasil penelitian menunjukkan bahwa pilihan kata mencakup makna leksikal, kontekstual, konotatif, dan denotatif dengan mempertimbangkan dari segi tingkat formalitas, penyampaian emosi, nuansa makna, konteks budaya, dan makna konotasi. Analisis pilihan kata ini berfungsi membangun identitas merek yang kuat, meningkatkan kedekatan emosional dengan konsumen, serta memperkuat daya tarik dan diferensiasi produk di pasar internasional.

Kata kunci: Pilihan Kata, Kartu Quotes, ECOBITES

This study aims to identify the form and meaning of word choices in German-language quote cards produced by ECOBITES as part of their marketing strategy. Using a descriptive qualitative approach and content analysis techniques, this study examines the words, phrases, and sentences of five quote cards. The results of the study show that the word choices include lexical, contextual, connotative, and denotative meanings lexical, contextual, connotative, and denotative meanings with an informal and emotional style. Words such as Freude and Glück are analyzed semantically based on Frege and Gadamer's theories, revealing the subjective understanding of readers. These word choices serve to build a strong brand identity, enhance emotional closeness with consumers, and strengthen the appeal and differentiation of products in the international market.

Keywords: Word Choice, Quotes Card, ECOBITES