14 related to the consumer’s understanding of a meaning, especially in understanding
the advertisement language. Yule 1996 states that pragmatics is the study about relationship between the linguistic forms and the uses of those forms p.4. In an
advertisement, people can find many slogans that draw the attention of the consumers. In the advertisement, a slogan is the speaker and a consumer is the
hearer. A slogan contains powerful words that make the consumer to understand the meaning of the advertisement’s goal.
The study of pragmatics concerns a number of principles. There are five principles or scopes of pragmatics. Yule 1996 suggests the principles of
pragmatics being Deixis, Presupposition, Entailment, Speech Act, and Implicature p.9. In this research, the researcher only uses two of the aforementioned
principles. Those are speech act and implicature which will be used to analyze the English slogan in mobile phone advertisements.
2. Speech Act
Communication is not just a matter of the language use. Yule 1996 defines that speech acts are simply things people do through language or actions
performed via utterances p.16. It means that speech acts cannot be separated from the speaker’s intention to utter something as they determine what the speaker
means. The speaker needs to perform, to act, and to say something. Further, Searle 1987 states that speech acts consists of three things, namely an act of saying
something, act of doing something, and act of affecting someone p.22. It can be said that language is not only used to inform or describe things, but also used to
15 do things. Speech acts theory said that the action performed can be analyzed on
three different levels when the utterance is produced. As stated by Searle 2010, speech act has three levels of meaning, namely locutionary, illocutionary, and
perlocutionary pp.20-25.
a. Locutionary
Locutionary means the act of saying something or the literal meaning of the utterance Searle, 2010, p.21. For example: “the weather is too hot” means that
the speaker gives performance to the hearer about the weather or the temperature that is really high.
b. Illocutionary
Illocutionary means the act of doing something Searle, 2010, p.21. It refers to what the speakers intend to say from the utterance they produce in such a
way that the hearer understand. The act of stating, promising, apologizing, threatening, complaining, predicting, ordering, refusing, and requesting are
included in illocutionary acts. For example: “It is hot in here,” which could mean that the speaker asks someone the hearer to open the windows, the meaning that
there has a specific purpose that the speaker has in mind. Searle 2010 gives classification of the illocutionary act in five kinds of
speech acts: directive utterance, commissive utterance, expressive utterance, declarative utterance, and assertive utterance p.22.
1. Directive
Directive is a speech act that makes the hearer takes a particular action Searle, 2010, p.22. Directive has the intention of eliciting some sort of action to
16 the hearer. The kinds of directive are: ordering, commanding, requesting,
advising, and recommending. For example “Give me your pen,” which means the speaker asks the hearer to lend his pen to him.
2. Commissive
As stated by Searle 2010, commissive is a speech act that commits the
speaker to some future action such as promises or threat p.22. The kinds of
commissive are: promising, vowing, and offering. For example “I promise I’ll do anything,
which means that the speaker promises to the hearer that shehe will do anything to the hearer.
3. Assertive
Assertive is a speech act that commits a speaker to the truth of the expressed
proposition. The kinds of assertive are: stating, suggesting, boasting, complaining and claiming Searle, 2010:23. For example “The roses are cheap” means that
the speaker commits to the hearer in her truth of speech that the roses are cheap.
4. Declarative
Declarative is a speech act that changes the reality based on the proposition of the declaration. Declarative is kind of speech act which correlates the content of
speech with the fact. The acts include passing sentence, blessing, firing, bidding, and excommunicating. For example “You are fired”, it shows the example of
firing Searle, 2010, p.24.
5. Expressive
Expressive is speech act which expresses or shows the speaker’s attitudes and emotions of a certain situation Searle, 2010, p.24. It includes acts of thanking,
