Dajare Dalam Nama Produk Iklan Makanan Dan Minuman Jepang

Abstract

(Title: Dajare Analysis in Advertising Product Name Japanese Food and Drink) Dajare is one of the language phenomena found in Japan. Dajare can be defined as one type of humor that is widely used to create a new sentence with identical phrases or the same words from the previous sentence. This study aims to find out how the form and meaning contained in dajare contained in the name of a Japanese food or beverage ads. The method used in this study is a qualitative descriptive method. Dajare formation is generally done by utilizing the sound similarity of a word to another word so as to form a new word that has a certain meaning. In this study, dajare was divided into two types, namely paradigmatic dajare and syntagmatic dajare. These types are formed based on three classifications, namely dajare homophones, dajare almost homophones and dajare inserts. The meaning that appears also varies, there are related meanings between word references and target words, there are also unrelated meanings between word references and word targets.