Analysis of Language Style in Edison Tailors’ Instagram Post Captions and The Beliefs in Promoting Suits and Clothes

Arasyi, Adithya (2024) Analysis of Language Style in Edison Tailors’ Instagram Post Captions and The Beliefs in Promoting Suits and Clothes. S1 thesis, Universitas Andalas.

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Abstract

This research discusses the language styles used in the captions of Instagram posts belonging to Edison Tailors, a men's clothing store that produces and sells suits and clothes. This research aims to analyze the types of language styles by Martin Joos' theory (1967) and beliefs that influence the selection of language styles in Instagram post captions by Ronald Wardhaugh's theory (1968). The data was taken from the official Instagram account of Edison Tailors, which uploaded posts from 2018 to 2023. The data were analyzed using qualitative research methods and the results were presented descriptively. The results of this study show that of the 70 captions, 76 language styles were found because in some captions there are 2 language styles. The dominant type of language style used by Edison Tailors in its post caption is Consultative Style 35 times (46.05%). This happens because the consultative style is a semi-formal language style that does not show intimacy. The belief behind Edison Tailors is that all social classes can use suits, not just the upper class with a high level of social status. The use of Formal Style is 25 data (32.89%), and Casual Style is 15 data (19.73%). Frozen and intimate styles are not found in this study, because Edison Tailors makes this Instagram account as a form of promotion of its products, which does not show the rigidity of language that cannot be changed in its use or a very intimate closeness between Edison Tailors and buyers.

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