SAPAAN DALAM IKLAN KULINER DI FACEBOOK

The advancement of social media, particularly Facebook, has transformed communication and transactions. In the context of communication, advertisements serve as persuasive tools to convey messages to an audience and influence their behavior toward specific products, services, or ideas. On Facebook, business advertisements are utilized to introduce, promote, and offer products or services through engaging and persuasive written language. This study aims to examine the categories of forms and strategies for utilizing forms of address in culinary advertisements on Facebook. The data for this study consist of words and phrases that serve as forms of address. The data source is the Facebook account Kuliner Kota Wisata Batu (KKWB). This research employs a descriptive qualitative approach with content analysis methods. The analysis identified five types of address forms used in advertisements: personal pronouns, kinship terms, other nominal nouns, nominal forms, actor words, and zero/null characteristics. Each type has unique features used to establish connections with prospective consumers. Strategies for utilizing forms of address in culinary advertisements include the accuracy of word choice and appropriateness in their application. Accurate word choice helps advertisers craft clear and appealing messages by employing original words, foreign terms, regional language expressions, conversational words, and slang. Meanwhile, the appropriateness of word usage ensures that the message aligns with social contexts and communication objectives, specifically informative and persuasive goals.