Sri Nurbani, Yelly A Barlian, M Hidayatullah




The progress of the world is growing rapidly from year to year, as the world economic level continues to grow in Indonesia, both private and central and local governments. In its development banking compete to capture its customers. One of the most powerful ways is to advertise their products through various media. The advertiser creates a compelling creative strategy to deliver a message that is compelling and accepted by the target audience, so the goal of banking can be achieved, which is to reach many customers. This phenomenon draws the author's attention to researching the language styles as well as the visual techniques that the ad creator has promoted as one of its creative strategies. The purpose of this research is useful to solve a problem that relates to the creation of ads related to verbal and visual language, in this case related to the style of the language used both verbal and visual. This research uses qualitative methods of descriptive. The results obtained from this study are the dominant language style used by advertisers is a rhetoric with an aliteracy as the figure of speech. Meanwhile, visual language if viewed from visual perception is using Similarity, Continuation, and Proximity as a way of affirmation of messages listed on the tagline.


Keywords: Banks, language styles, visuals, creative strategies, advertising



Ade Nurdin, Yani Maryani, dan Mumu. 2004. Intisari Bahasa dan Sastra Indonesia untuk SMU. Bandung: CV. Pustaka Setia.

Anggraeni, Lia, Nathalia. 2018. Desain Komunikasi Visual Dasar-Dasar panduan Untuk Pemula, Bandung: Penerbit Nuansa

Djajasudarma, T. Fatimah. 2006. Metode Linguistik: Ancangan Metode Penelitian dan Kajian. PT. Refika Aditama. Bandung.

Gorys Keraf. 2002. Diksi dan Gaya Bahasa. Jakarta: Gramedia Pustaka Utama.

Herdiansyah, H. 2012. Metodologi penelitian kualitatif untuk ilmu-ilmu sosial. Jakarta: Salemba Humanika.

Kertamukti, Rama. 2015. Strategi Kreatif dalam Periklanan. Jakarta. Rajawali Pers.

Lee, Monle & Carla Johnson. 2011 Prinsip-Prinsip Periklanan dalam Perspektif Global. Jakarta. Kencana

Moriarti, Sandra. 2010. Advertising. Jakarta. Prenanda Media Grup.

Morissan. 2010. Periklanan: Komunikasi Pemasaran Terpadu. Jakarta. Prenanda Media Grup.

Nyoman Kutha Ratna. 2010. Metode Penelitian, Kajian budaya dan ilmu sosial humaniora pada umumnya. Yogyakarta: Pustaka Pelajar.

Sihombing, Danton. 2003. Tipografi dalam Desain Grafis. Jakarta: Gramedia Pustaka Utama.

Sugarman, Joseph. 2007. The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters. John Wiley & Sons. Inc. New Jersey.



  • There are currently no refbacks.