20 involves ways of thinking about discourse and ways treating of discourse as data.
Advertisement is one of discourses. As cited by Wood Rolf 2000: 3-4, Potter 1997 explained discourse
analysis in general. [Discourse analysis] has an analytic commitment to studying discourse as
texts and talk in social practices . That is, the focus not on language as an
abstract entity such as a lexicon and set of grammatical rules in linguistics … p.146.
Based on the theory, it can be concluded that language is not merely as communication mean. Moreover, language has a function as social practices. It
means language become a discourse as data. Discourse analysis has recently been established as a new discipline,
which draws from many different disciplines linguistics, sociology, psychology, cultural worlds, and so forth. From the linguistics, advertisement as one of
discourses cannot be separated from the language use. From the sociology, advertisement is to create a certain action and the communicative competence
among individuals. From the psychology, advertisement aims to influence the motivation and behaviour of the society. Meanwhile, the cultural worlds can show
how the culture has been developing.
b. Speech Acts
Communication is not just a matter of language use. The speakers need to perform or act to say everything. As cited by Cutting 2002: 16, Austin 1962
defined speech act as the actions performed in saying theory. Speech act theory also said that the action performed can be analyzed on three different levels when
an utterance is produced. They are locutionary, illocutionary, and perlocutionary
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
21 act. The locutionary act is analysis of the words which the speakers say or the act
of saying something. The illocutionary act is what is done in uttering the words, the function of the words, the specific purpose which the speakers have in mind.
For example, the speech acts promising, inviting, advising, ordering, excusing, and apologizing. The last is the effect on the receiver, the receiver
‟s reaction or what is done by uttering the words. Moreover, performative hypothesis said that
every utterance has a performative verb, such as to order, to warn, to admit and to promise. It makes the illocutionary force explicit.
As cited by Cutting 2002: 16-17, Searle 1976 has also classified the speech act in the following macro-class. They are declarations, representatives,
commissives, directives, and expressives. Declarations are acts that change the world by their very utterance, such as I bet, I declare, I resign, I baptize.
Representatives are acts in which the words state what the speaker believes to the case, such as describing, claiming, hypothesizing, insisting, and predicting.
Commissives include acts in which the words commit the speaker to future action, such as promising, offering, threatening, refusing, vowing and volunteering.
Directives aim at making the receiver do something, such as commanding, requesting, inviting, forbidding, suggesting, and so on. Expressives are acts in
which the words state what the speaker feels, such as apologizing, praising, congratulating, deploring, and regretting.
Moreover, Sealer 1974: 18 says that The speech act or acts performed in the utterance of a sentence are in
general a function of the meaning of the sentence. The meaning of a sentence does not in all cases uniquely determine what speech act is
performed in a given utterance of that sentence, for a speaker may mean
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
22 more than what he actually says, but it is always in principle possible for
him to say exactly what he means.
It means that the receiver can catch the meaning based on the speaker‟s speech acts performed. Therefore, the researcher will analyze the speech acts.
c. Text and Context
