SPEECH ACT IN INDONESIAS’ SHAMPOO ADVERTISMENT

Risna Rudiawati(1*), vivi fitria(2), Trisnendri Syahrizal(3)

(1) IKIP SILIWANGI
(2) IKIP SILIWANGI
(3) IKIP SILIWANGI
(*) Corresponding Author

Abstract


Advertisement as the tool for communicating and promoting a specific product to the customer brings a new phenomenon on the use of language. Every utterance has the function, from a very simple point of view advertisement is objected to making customer buying their product. Illocutionary act as an action via utterance are able to project the main objective of the advertisement, wheatear this advertisement expressing feeling, representing facts, declaring the point of view, promoting question, and promising goal. This research objects to revile the speech act used in Indonesian shampoo advertisement using qualitative study. This use 84 utterances from 5 brand of shampoo. Those 84 utterances were taken from video ads of 5 shampoo product in Indonesia. As the result, Shampoo ads in Indonesia has  % of declarative Speech act, % Commission Speech act, % Representative Speech act, % Expressive Speech act, % Directive Speech act. This result shows that Shampoo product in Indonesia intends to promote their product by declaring their ability in giving the best result for the customer whether it gives a shiner hair, softer hair, stronger hair or others.


Full Text:

PDF

References


Agusta, & Rosa. (2012). Types Of Illocutionary Acts In The Slogans Of Tourism Destination Advertisements. FBS Universitas Negeri Padang.

Altikriti, S. F. (2011). Speech Act Analysis to Short Stories. ACADEMY PUBLISHER Manufactured in Finland, 2(6). Retrieved from https://doi.org/10.4304/jltr.2.6.1374-1384

Levinson, S. C. (2011). Pragmatics. New York: Cambirdge Univesity Press.

Nichifor. (2014). Theoretical Framework Of Advertising – Some Insights. University of Bacau.

Nyota, S., & Mutasa, D. E. (2008). The Communicative Impact of Shona Commercial Advertisements : A Speech Act Theory Analysis Approach, (June), 92–106.

Searle, J. R. (n.d.). A Taxonomy of Illocutionary Acts.

Wijana, I. D. P. (1996). Dasar Dasar Pragmatik. Yogyakarta: Andi Offset.

Yule, G. (2006). The Study of Language (Third). New York: Cambridge University Press.




DOI: http://dx.doi.org/10.22460/project.v1i4.p427-435

Article Metrics

Abstract view : 1113 times
PDF - 501 times

Refbacks

  • There are currently no refbacks.


p-ISSN: 2614-6320

e-ISSN: 2614-6258

 Project by https://journal.ikipsiliwangi.ac.id/index.php/project/ is licensed under a Creative Commons Attribution - Share Alike 4.0 Internasional License.


View My Stats