Auliya, Sin Syifaa (2026) Analisis Lexical Choice Pada Iklan Skintific Indonesia di Youtube dalam Membentuk Brand Identity. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
This study is motivated by the increasing use of English lexical choices in Indonesian skincare advertisements as a strategy to communicate product information while simultaneously building brand identity. The study aims to identify the lexical choices used in Skintific Indonesia advertisements and to analyze their contribution to the construction of Brand Identity. This study employed a qualitative descriptive approach using Geoffrey Leech's English in Advertising theory (1966) and Alina Wheeler's Brand Identity theory (2012). The data consisted of transcripts from 21 official Skintific Indonesia advertisements published on YouTube. The findings revealed 149 lexical choices, which were classified into six functional categories. Among these categories, Explanation of Product Benefit was the most dominant. The findings indicate that these lexical choices contribute to shaping Skintific's Brand Identity as a skincare brand that emphasizes scientific credibility, innovation, product effectiveness, and consumer trust.
Keywords: lexical choice, advertising language, Brand Identity, skincare, Skintific.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Yusup, Heri 0413058101 |
| Keywords / Kata Kunci: | lexical choice, bahasa iklan, Brand Identity, skincare, Skintific. |
| Subjects: | Pengajaran Bahasa Inggris dan linguistik Terapan |
| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Sastra Inggris S1 |
| Depositing User: | Ms Sin Syifaa Auliya |
| Date Deposited: | 23 Oct 2026 03:19 |
| Last Modified: | 23 Oct 2026 03:19 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/11122 |
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