ANALISIS PENYIMPANGAN ETIK DALAM BAHASA IKLAN KULINER DI YOUTUBE DAN PEMANFAATANNYA DALAM PEMBELAJARAN BAHASA INDONESIA KELAS XII

This study aims to analyze ethical deviations in the language of culinary advertisements on YouTube and their utilization in Indonesian language learning for Grade XII. The study focuses on the forms, functions, and meanings of advertising language that deviate from linguistic norms and ethics, particularly in terms of diction, language style, and speech acts. A qualitative descriptive approach is employed, drawing on theories of communication ethics, semantics, and pragmatics to understand how advertising language functions as a persuasive tool while also having the potential to mislead consumers in digital media. Data were collected through documentation and transcription of culinary advertisements uploaded to YouTube during the period from January 2024 to January 2025. The research data consist of 40 culinary advertisements, which were analyzed based on indicators of ethical deviation, including exaggerated claims, concealment of facts or misleading information, and emotional manipulation and social stereotyping. Data analysis was conducted by examining linguistic forms, communicative functions, and the socio-cultural meanings generated by the use of advertising language. The results show that ethical deviations in the language of culinary advertisements on YouTube are predominantly characterized by the use of hyperbolic diction, manipulative language styles, and persuasive speech acts that imply guarantees without factual basis. In terms of function, ethical deviations are used as strategies to attract attention, build product image, and disproportionately arouse audience emotions. In terms of meaning, these practices reflect a shift in the function of advertising language from an informational medium to a tool for shaping consumer perceptions and emotions, which affects the image of the Indonesian language and linguistic politeness in digital spaces. This study concludes that the language of culinary advertisements on YouTube still requires the strengthening of communication ethics principles to avoid misleading the public. The findings can be utilized as contextual teaching materials in Indonesian language learning for Grade XII to foster critical, ethical, and responsible attitudes toward advertising texts in digital media.