Linguistic Relativity in Gap X Katseye 2025 Instagram Advertisement: A Whorfian Weak Hypothesis Approach
DOI:
https://doi.org/10.54082/jupin.1947Kata Kunci:
Advertising Language, Consumer Perception, Instagram Captions, Linguistic Relativity, Whorfian Weak HypothesisAbstrak
This study applies the Whorfian Weak Hypothesis to analyze how language choices in the GAP X KATSEYE 2025 Instagram advertisement captions can shape the audience perceptions of the brand that is being advertised to convey a specific message. Using a mixed-methods approach combining qualitative linguistic analysis and quantitative survey data from 30 respondents aged 17–25, this research identifies the influence of lexicon, syntax, and discourse on audience cognition. The results show that 63.33% of respondents associated the brand language with “freedom” and 32.1% perceived it as “expressive and empowering.” This study describes that the roles of words, sentences, and discourse successfully influence how the audience's perception can interpret the meaning of messages conveyed by the advertisement, although not completely dominating, because the Whorfian Weak Hypothesis produces language that is relatively moderate in evaluating the advertisement. These findings also demonstrate that linguistic construction effectively embodies cultural values of individuality and empowerment in digital advertising. This study indicates that the roles of words, sentences, and discourse successfully influence how the audience's perception can interpret the meaning of messages conveyed by the advertisement, although not completely dominating, because the Whorfian Weak Hypothesis produces language that is relatively moderate in evaluating the advertisement. The study contributes to sociolinguistic perspectives by reaffirming the Whorfian Weak Hypothesis within the context of global social media marketing.
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Hak Cipta (c) 2025 Geubrina Ramadhani Iskandar, Fahri Salim, Jihan Azmi Kusmawan, Rahmadsyah Rangkuti
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