The aim of this function is to influence the behavior or attitudes of others. The most straightforward examples of the directive function are commands and request. This function
of social control places emphasis on the receiver’s end, rather than the originator’s end of the message, but it resembles the expressive function in giving less importance, on the whole, to
conceptual meaning than to other types of meaning, particularly affective and connotative meaning.
4. Aesthetic Function
It can be defined as “the use of language for the sake of the linguistics artifact itself, and for no ulterior purpose”. Aesthetic function can have at least as much to do with conceptual as
with affective meaning. 5.
Phatic Function This function is at the furthest remove from the aesthetic function, in that here, the
communicative work done by language is at its lightest: It is not so much what one says, but the fact that one says it at all, that matters. Phatic function has the purpose to keep
communication lines open and to keep social relationship.
2.4.2 Visual Aspect
The visual aspect is the picture of an advertisement. Dyer 1993 in Gemitri, 2012 states the picture are ‘easier’ to understand and have more impact than words, they generally
often greater opportunity for the communication of excitement, mode imagination. The visual elements of the advertisement aimed to persuading the consumers capture the product. There are
a lot of benefits in the advertiser using the visual advertisement which cannot be argued with the product and event becomes an understandable advertisement. The visual elements of the
advertisement aimed at persuading the consumers capture on the product. The visual elements in
advertisement present interesting about photographs. There are a lot of benefits if the advertisers using the visual advertisement which cannot be argued with the products and events become an
understandable.Dyer 1993:104-105 States the visual aspect is associated mainly with actors but it must not be forgotten that there are other visual elements in advertisement: stage props and
other object such as rock, grass,etc, the setting including the weather and certainly the product.
1.Props
Props are often applied in advertisement and can be as prominent as the product relatively insignificant. Props can be selected because they help to demonstrate the product’s use i.e a
paint brush in a pain commercial, a cup and a saucer in an instant coffee commercial or results of usage a damp cloth can be shown rubbing over a newly painted wall. They tend to appear,
however, with a signifying as well as a functional role to play. For example, an advertisement of food product that shows it on a plate has a functional role. If the product is high in quality, then
the prop is intended to convey a special meaning: good taste and superior quality. In this example the prop has both a functional and a symbolic meaning.
2.Setting
Advertisements do not always contain setting: even those with actor sometimes have non- specific backgrounds. Settings are carriers of meaning and are rarely value-free. They act as a
context that qualifies the foreground. Sometimes, of course, the setting is the advertised product itself, as in travelholiday advertisements. The more defined, obtrusive or cluttered the
background, the more it will affect the main action or purpose of the advertisement. The setting of an advertisement can be quite vague and hazy or it can be collection specific props, but as far
as impact goes the whole maybe greater than the sum of the part.
