ANALISIS MAKNA NEGATIF DALAM PENAMAAN PRODUK MAKANAN DAN MINUMAN DI KARESIDENAN SURAKARTA

Abstract

Culinary development in Indonesia is currently experiencing a tremendous increase (acceleration). Culinary businesses are available in everywhere with a variety of namings to attract consumers’ attention. Naming food and beverage products tend to be unique and strange. This study aims to describe the negative meaning in food and beverage products in Surakarta Province. This research includes qualitative research with descriptive method. Data source in the form of written language is the name of food and beverage products in Surakarta Province. While the data in this study are the naming of food and beverage products that contain negative meanings. Data collection techniques use documentation, observations, and listening with taking note techniques. Data analysis use referential identity and markup reading techniques. Validate data uses triangulation data. Based on the results and discussion of 30 names of food and beverage products can be concluded that there are negative meanings found which are 8 forms of naming negative meanings in snack products, 12 forms of naming negative meanings in heavy food products, and 10 forms of naming negative meanings in beverage products. Negative naming in food occurs because it relates to the taste in the food product, for example spicy taste is likened to negative meaning. As for the drink uses negative meaning because the portion used is enormous. The use of negative meaning in the branding of the product is used to entice consumers to buy the products offered.

Keywords: Product, food, beverage, negative meaning