Fenomena Bahasa Prokem dalam Iklan: Tinjauan Sosiolinguistik

Abstract

This study explores the phenomenon of slang (prokem) language use in television advertising through a sociolinguistic lens, specifically analyzing the paint commercial titled “Kisah Mudik Mas Kulin.” The aim is to identify the linguistic variations employed by characters in the ad and to understand the socio-cultural context influencing such language choices. Prokem language is a type of youth slang marked by morphological, phonological, and syntactic modifications, commonly used in informal settings. In the ad, the character Eneng, representing urban youth, displays distinctive speech features through nonstandard lexical choices such as “aja,” “pake,” “serahin,” “gak,” and “yah.” These expressions serve as a communication strategy to create emotional proximity with a young audience, fostering an atmosphere of familiarity and casualness. Employing a qualitative descriptive method, the study involves transcribing the ad’s dialogue and analyzing it using theories of language variation and social context. The findings reveal that language in advertisements is not merely a tool for conveying information but also reflects identity, cultural values, and linguistic ideology in urban society. Slang in advertising functions both as a form of linguistic creativity and a persuasive marketing device aimed at audience segmentation. The study concludes that language variation in advertisements mirrors the speaker’s social realities and operates as a complex discursive practice in mass communication. Ultimately, this highlights how language evolves contextually and how its variations serve strategic roles in shaping consumer perception and behavior.