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CHAPTER II REVIEW OF RELATED LITERATURE
In this part, the researcher presents theories relevant to this research. The theories are taken from some books and journals about language, discourse
analysis, advertisements, and communications.
A. Theoretical Description
To answer the problems mentioned in the problem formulations, the researcher will review some theories in order to find out which theories might be
able to be used to answer those problems. From the problem formulations, the possible theories might be used are those on language functions, language of
advertisement, structure of advertisements, the format of advertisement, and theory of discourse analysis.
1. Language Functions
The language is not only as a communication mean. It can distinguish human being and animals. According to the philosophy expressed in myths and
religions of many people, language is the source of human life and power Fromkin, Rodman, and Hyams, 2003: 3. It is true because language is very
important for d aily conversation, writing, etc. Furthermore, “all approaches to
discourse analysis address the functions of language, the structure of texts, and the relationship between text and context” Fasold Connor-Linton, 2006: 192.
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8 There are many functions of language. Its main function is referential. It
means that we use language to convey information about entities, such as people and objects. Language also has social and expressive function. Thus, people can
use language to do things like thanking, boasting, insulting, and apologizing. Language also functions to convey to others how people feel. People use language
to persuade others of our convictions and urge them toward action by writing texts that demonstrate the logic and appeal of those convictions.
As cited by Fasold and Connor-Linton 2006: 193, there is a model adapted and modified from Jakobson 1960 presents six functions of language
Figure 2.1 on page 9. This model represents the speech situation as a multidimensional set of relationships. There are different facets, different
connections between the components of the speech situation, the features of language used, and the communicative function performed by that language. Each
language function is related to a different facet of speech situation. It indicates the relationship between speech situation and language function.
Those six functions of language will be explained more in this following paragraph. The first function is referential function. Referential function is
sentences focusing on aspects of the speech situation, such as the participant and the setting. CONTEXT influences ADDRESSOR‟S and ADDRESSEE‟S
identities and the kind of CONTACT between them. Moreover, language conveys the message more than the content. For example, you go to the bookstore. The
context of your contact will include a shopkeepercustomer relationship.
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9
CONTEXT
[
referential
]
ADDRESSOR CONTACT
ADRESSEE [emotive]
[phatic] [conative]
expressive social
, interpersonal recipient-design
MESSAGE [poetic]
. CODE
[metalinguistic]
Figure 2.1 Language Functions Modified from Jakobson 1960 as Cited by Fasold and Connor-Linton 2006: 193
Phatic function is sentences focusing on the relationship CONTACT between participants. For example, Hi, nice to see you provides little information
about the surrounding context. It is a first pair part of a greeting sequence. It initiates an interaction and re-negotiation of the status of the participants
‟ relationship. Poetic function is sentences focusing on the MESSAGE. For
example, More than meets the eye manipulates the message through metaphor. The sentence tries to compare two ideas.
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10 Emotive function is sentences expressing the impact of some facet of the
context or feelingssenses on the ADDRESSOR. For example, I am hungry states feeling of the ADDRESSOR. It may be interpreted as a request that the
ADDRESSEE makes dinner. It may also have a conative function. Conative function is sentences focusing on the relation of the ADDRESSEE to the context
or the interaction. For example, Are you hungry? can be interpreted as either a request for information from the addressee or as an invitation to join the addressor
for dinner. Metalinguistic function is sentences focusing on the code itself. This function deals with the language itself. For example, asking Did you just say
“Don” or “Dawn” was coming? focuses on the English language. Sentences typically serve more than one function at a time. Although a
sentence may have a primary function, it is likely to be multifunctional. Jakobson‟s 1960 model of language functions stresses the context beyond the
sentence. The researcher agrees that language has many functions in writing and spoken language.
There are also many languages in the world and every language has characteristic. There are some factors influencing the characteristics, including
vocabulary, style or expression of the speakers, and grammar. For example, every advertisement has its own characteristic. Every advertiser has different style or
expression to deliver the message. Every advertisement also employs different vocabularies.
Based on the explanation above, it can be concluded that everyone has different communicative competence to deliver the message. As cited by Fasold
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11 and Connor-Linton 2006: 173, Hymes 1974 mentioned that knowledge about
how to use language in different speech situations, how to interact with different people engaged together in different events, and how to use language to perform
different acts is called communicative competence.
2. Language of Advertisement
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