Sri Aju Indrowaty, Djatmika, Dwi Purnanto, Tatang Hariri
For the non-Japanese, including Japanese learners like the author, watching Japanese commercials (CMs) can be very interesting due to their beautiful language and attractive visuals. There are various kinds of Japanese advertisements: the two-dimensional advertisements in magazines and on posters, for example, and the three-dimensional videos accompanied by commentary that you see in videos or on YouTube, for example. This research looks at Japanese commercials (CM) in the form of YouTube videos for the same product types but with gender differences, namely for men or women. Thus, the objective of this study is to examine the structure and texture of Japanese commercials (CM) in terms of how they market the same product type for both men and women. This research shows that most Japanese commercials for men's products use a straightforward speaking style with an opening and closing structure, and there is little description of the content. Advertisements for women's products, meanwhile, are more varied in their opening, closing, content, narration and product introduction. The tense used to promote men's products is usually the present tense and imperative sentences are prominent. While advertisers typically use the present tense for women's products as well, they also use the past tense and different dictionary forms. Polite sentences are also used in advertisements for women's products. As for the lexicon or word choice used for men's products, only zo and ore are used. The lexicon in women's products, meanwhile, is more varied with kashira, wa, wayo, wane, no, noyo, none, koto, and kotoyo being used. For advertisements with a high selling power, the structure comprises just an opening and closing, and they are more straightforward and less wordy. © 2019, Primrose Hall Publishing Group.
Sebelas Maret University, Surakarta, Indonesia and Brawijaya University of Malang, Indonesia; Sebelas Maret University, Surakarta, Indonesia; Universitas Gadjah Mada,Yogyakarta, Indonesia
