Muhammad Abdillah Fatih Janitra (2022) Verbal Humors Found In A Mild “Bukan Main” Series Billboards In South Surabaya. Skripsi thesis, UNIVERSITAS AIRLANGGA,.

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Abstract

Billboard is an advertising media that we can find around us. Unlike other billboards, Indonesian cigarette billboards are limited due to the Indonesian government policy about cigarette ads. Due to the regulation, the advertising agencies must become creative when creating cigarette billboards. A Mild, an Indonesian cigarette brand has a uniqueness in advertising using verbal humor. The objective of the study was to investigate the types of verbal humor found in A Mild “Bukan Main” series billboards in South Surabaya. Since the data are verbal humors which are non-numeric, a qualitative research approach is a suitable approach to be applied in this study. The theories used in this study were the verbal humor categorization proposed by Shade (1996) as the main theory and the general theory of verbal humor proposed by Attardo (1994) as the supporting theory. The findings of this study were 21 verbal humors found in the billboards. The most frequent verbal humor was sarcasm (28.57%), followed by Riddle and Satire with 19.05% for each, and pun, parody, and anecdote with 4.76% for each. The interpretation of this study showed that A Mild “Bukan Main” series billboards frequently use sarcasm in their ads as their advertising strategy. Sarcasm has several reasons why it has advantages in cigarette advertisement than other verbal humors, namely emotional function, gender compatibility, and age compatibility.

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