ANALYSIS OF LEXICAL MEANING IN COMMERCIAL ADVERTISEMENTS ON YOUTUBE

Abstract

This study aims to analyze lexical meaning in commercial advertisements on YouTube, with a focus on both denotative and connotative meanings. The research uses a descriptive qualitative method, examining the language used in a selected advertisement: Nike's "You Can’t Stop Us." The data were collected from the advertisement’s transcript and analyzed using theories by Leech (1981), Palmer (1981), and Cook (2001) regarding lexical semantics and language in advertising. The results show that the advertisement relies heavily on connotative meanings to build emotional appeal and reinforce brand identity. Words like "together," "strength," and "you can’t stop us" carry deeper symbolic meanings that relate to unity, resilience, and empowerment. These lexical choices are used not only to promote the product but also to connect with the audience on a personal and emotional level. The study concludes that lexical meaning is a powerful tool in advertising that significantly influences how messages are received and interpreted by audiences.