Illocutionally, in flight advertisement context, the advertiser want to make the prospect consumer realize that Batavia Air is credible and trustworthed to be airline for the prospective customers
among any other airline. Batavia Air uses directive command to convince their people.
10. “The Spirit of Riau” Riau Airlines
Slogan “The Spirit of Riau” has illocution because it is consist of group of words that has
ability to change the consequences and interpretation of the readers based on the context of advertisement. The context here is to promote a product in marketing strategy.
The advertiser claim that Riau Airline is the spirit of Riau we see in this slogan of
advertisementfrom the whole slogan. This slogan classified as assertive illocutionbecause the
advertiser ordering the partner of speech in this case, prospective customer to convince people
their flight company is the origin identity of Riau. It is literally not classified as declaration because the words “Spirit of” is only one-sided claim for the company. There is no proof what
the “Spirit” actual means is. Searle says that assertive is an illocutionary act that represents
astateofaffairs. For example:
stating, claiming
, hypothesizing, describing,telling,insisting, suggesting, asserting, or swearing that something is the case.
In normal situation, we interpreted that this is the slogan of tourism. But illocutionally in flight advertisement context, the advertiser want to claim to change the people thought about
their flight company and finally make a decision to feel the real identity of Riau. Meanwhile, the
word “Spirit” is just a claim for business approach.
11. “Fly is Cheap” Wings Air
The slogan “Fly is Cheap”has illocution because it is structured by group of words that has
ability to change the consequences and interpretation of the readers based on the context of
advertisement.
Searle says that assertive is
an illocutionary act that represents
astateofaffairs.Forexample:stating, claiming, hypothesizing,
describing,telling,insisting, suggesting, asserting, or swearing that something is the case. The
statement of advertiser can clearly seen in this slogan of advertisement. From the words “Fly is Cheap”
, the advertiser give a simple announcement to their prospective consumer. This simple statement directly states that the consumer no need to think that fly with Wings Air is
exprensive. This slogan classified as assertive illocutionbecause the advertiser give a statement
or telling the partner of speech in this case, prospective customer that fly is not expensive. In normal situation, we interpreted that from the first time we see or hear that statement, we
can fly with low budget. But illocutionally, in flight advertisement context, the advertiser want to make the prospect consumer realize that Wings Air is the best choice of flight company if you
have low budget while you have to do a flight for certain reason. The word ‘fly’ and ‘cheap’ is a
trigger in this slogan to convince the people to promote their low price flight.
CHAPTER V CONCLUSIONS AND SUGGESTIONS
