AN ANALYSIS OF SPEECH ACT IN BILLBOARD.
AN ANALYSIS OF SPEECH ACT IN BILLBOARD
A THESIS
Submitted to the English Department, Faculty of Languages and Arts, State
University of Medan, in Partial Fulfillment of the Requirement for the
Degree of Sarjana Sastra
By:
MAEDA ELSERA SIAGIAN
Reg. No 072222810021
ENGLISH DEPARTMENT
FACULTY OF LANGUAGES AND ARTS
STATE UNIVERSITY OF MEDAN
2013
DECLARATION
Except where appropriately acknowledgment, this thesis is my own work, has been
expressed in my own words and has not previously been submitted for assessment.
I understand that this paper maybe screened electronically or otherwise for plagiarism.
Medan,
February 2013
Maeda Elsera Siagian
Reg. No. : 072222810021
ITEMBAR PENGESAIIAN PANITIA UJIAN
p
Skripsi ini diajukan oleh : Maeda Elsera Siagian,I\IIM 072222810021
Jurusan Bahasa dan Sastra Inggris
$l
Program Studi Sastra Inggris
Fakultas Bahasa dan Seni
Universitas Negeri Medan
Dinyatakan telah memenuhi syarat
Untuk memperoleh gelar
'
Sarjana Sastra
Panitia Ujian
Maret 2013
196/.t
FsS
t\tIP 19581021
.
ABSTRACT
Elsera , Maeda. An Analysis of Speech Act in Billboard.A Thesis.Faculty of
Language and Arts.The State University of Medan, 2013.
This study deals with the analysis types of speech act in billboard. The objectives
of this study are to identify the types of speech act used in cigarette billboard, to
identify the most dominant types of speech act used in cigarette billboard. The
method of this study is descriptive qualitative method. The data are taken from
texts of cigarette billboard in street in Medan. 20 billboard are taken purposive
randomly as the sample. There are 10 street in Medan. The data are analyzed and
classified into four types of speech act in the procedures, namely directive,
commisive, expressive, representative, and declarative. The findings indicate that
statement analysis is applied at 5%, commissive at 25% and representative at 70%
speech act occurred in advertising texts. It is found that the texts of advertisement
is dominated the speech function of representative . This is also implies that the
advertising texts mostly specify interacting goods and services rather than giving
information.
i
ACKNOWLEDGEMENT
First and foremost, the writer would like to express thank to God bless me, the
Almighty God for the mercy and guidance in giving her Blesisings, Health,
Protection, Knowledge and opportunity so that this thesis entitled “An Analysis of
Speech Act in Billboard” could be completed. This thesis aimed at fulfilling one of
the requirements for the degree of Sarjana Pendidikan at English Department, Faculty
of Languages and Arts, State University of Medan.
During the process of completing this thesis the writer has worked with a
great number of people, through their guidance, suggestions, and comments for which
the writer would like to extend her sincere and special thanks to :
Prof. Dr. Ibnu Hajar Damanik, M.Si, the Rector of State University of Medan.
Dr. Isda Pramuniati, M.Hum, the Dean of Faculty of Languages and Arts,
Vice Dean I, Vice Dean II, Vice Dean III and all the administrative staff.
Prof. Dr. Hj. Sumarsih, M.Pd the Head of English Department as well as her
thesis for the precious time on giving advices and correcting this thesis, Dra.
Rahmah, M.Hum, the Secretary of English Department and Dra. Meisuri,
M.A, the Head of English Literature Study program.
Dra.Tjut Ernidawati, M.Pd her consultant, for her advices, constructive
comments, supervisions, encouragements and her precious time in making
corrections to this thesis.
Dr. Siti Aisah Ginting, M.Pd as her academic adviser.
All the lectures of English Department, for their valuable knowledge, advices,
and guidance during her academic years in English Department. Mam Enda
and Abangda Hasyim for helping her in settling the administration
procedures.
My beloved parents Joni Siagian and Rusmiatun S.Pd, for their pray, support,
and everything they given to the writer not only in completing this thesis but
also in her life.
My beloved brothers and sisters Anggi Morina Siagian, Norman Fachry
Siagian, Dolli Aldi Siagian, Syafrina Nauli Siagian and my big family.
My beloved Boyfriend Fauzy Ali, SH thanks for his amazing support, love
and motivation for the writer to finish this thesis.
ii
Her specially thanks to My Friends Masda Tumangger S.Pd, Cahaya L.
Simamora S.S, Dita Masyitah S.Pd, Dera S.Pd, Akmi Sendi Parangin-angin
S.S, Ayu Wandia S.S, Margareth F. sinaga S.S, for their support, loves, and
laughly.
Thanks for my Senior M. Taufik Lubis S.S, M.H have given endless
contribution in the process of completing this thesis. And
All the students of Applied Linguistics Class, Ext class, and Reguler class A,
B, and C ‘ 07 That could be mention one by one, thanks for their support,
information, and encouragement.
Medan, March 2013
The Writer
Maeda Elsera Siagian
NIM. 072222810021
iii
TABLE OF CONTENTS
ABSTRACT .......................................................................................
ACKNOWLEDGEMENT .................................................................
TABLE OF CONTENTS ..................................................................
LIST OF TABLES ............................................................................
LIST OF FIGURE .............................................................................
LIST OF APPENDICES ...................................................................
i
ii
iii
v
vi
vii
CHAPTER IINTRODUCTION ........................................................
A. The Background of the Study .....................
B. The Problem of the Study ...........................
C. The Scope of the Study...............................
D. The Objective of the Study .........................
E. The Significance of the Study .....................
CHAPTER II REVIEW OF LITERATURE ....................................
A. Linguistics ....................................................
B. Semiotic ........................................................
C. Meaning .......................................................
D. Connotation meaning ....................................
E. Pragmatics ....................................................
F. Speech Act ....................................................
G. Classification of Speech Act..........................
H. Advertisement ...............................................
1. Element Advertisement Objectives ...
2. Element of Advertising.....................
I. Billboard ........................................................
J. Cigarette.........................................................
K. Cigarette Advertising ....................................
1
1
4
4
5
5
6
6
8
11
14
16
17
31
35
37
38
44
47
52
CHAPTER III THE RESEARCH METHOD......................
A. The Research Design.....................................
B. The Sources of Data ......................................
C. The Technique for Collecting Data ................
D.The Technique for Analyzing Data .................
56
CHAPTER IVTHE DATA AND DATA ANALYSIS ..........
A. The Data .......................................................
B. The Data Analysis .........................................
1. The Types of Speech Act Used .........
2. The Dominant Type of Speech Act
Used ................................................
3. The Analysis of The Occurrence Types
of Speech Act ..................................
4. Research Finding ..............................
58
iii
56
56
56
57
58
58
59
59
60
62
C. Meaning of Text In “Cigarette Billboard”......
63
CHAPTER V CONCLUSION AND SUGGESTION ..........
A. Conclusion ....................................................
B. Sugegestion ...................................................
67
REFERENCE.....................................................................................
69
iv
67
68
LIST OF TABLES
Table 2.1 Levels of Representative or Level of Meaning .................................................. 36
Table 2.2 Overview of Verbal – non – Verbal Linking ...................................................... 42
Table 4.1 The Total Number and Percentage of The types of Speech Act ...........................61
v
T
LIST OF FIGURE
Figure 2.1 Theory Semiotic Triangle ................................................................................... 32
vi
LIST OF APPENDICES
APPENDIX A Cigarette Billboard “Advertising Text” Analysis .........................................70
APPENDIX B The Total Number and Percentages of Speech Act Types ............................71
APPENDIX C Cigarette Billboard “advertising text” Analysis ...........................................72
vii
1
CHAPTER I
INTRODUCTION
A. Background of The Study
Humans are social beings who are always interacting with other humans.
Interaction between peoples a form of communication. Humans need language to
communicates a means of communicating. Kridalaksana (1981 : 17) state the
language is a system of symbols that form as arbitrary sound which use by the
member of community to work with others, to communicate and to identity theme
selves. It is said that language is human tool to express mind, feeling, experience
which consist of agreeable symbols in community. Human need language as they
use it by their own way as they understand the meaning of each language they use.
Linguistics is the scientific study of human language Linguistics itself has
some of the studies, one of which is a pragmatic. Pragmatics According to Yule
(1995: 4), pragmatics is the study of language from the point of view of the users,
especially of the choices they make, the constraints they encounter in using
language in social interaction and the effects their use of language has on the other
participants in an act of communication. Pragmatics deals with utterances, by
which we will mean specific events, the intentional acts of speakers at times and
places, typically involving language. One must be careful, however, for the term
is often used with more limited meanings. It has more to do with the analysis of
what people mean by their utterances or what the words or phrases in those
utterances might mean by themselves. Pragmatics generally is the study of the
1
2
natural understanding and specifically the study of how people comprehend and
produce a communicative or speech act.
Speech Acts are defined as actions performed via utterances in an actual
situation of language use. The function of speaker intends the hearer (s) to take or
to interpret. Jhon Searle’s theory such as; (1) directive, (2) declarative, (3)
representative, (4) commissive, (5) expressive, which are found in the cigarette
billboard. Briefly, declaratives mean utterances that affect immediate changes in
the institutional affairs and which tend to rely on elaborate extra linguistic
institutions. These speech acts declare something to be so and they may be used to
assign a name or role. Speech is the sentence that to speak. Speech utterances
usually flanked by two silence. Always in the form of oral speech, while the
representation of speech in written form (Kridalaksana : 2008). In billboard many
words that use speech act that make people be confuse because sometimes the
sentences there is in billboard nothing related with adverticed. as an examples is
“NGGAK ADA LOE NGGAK RAME”. When viewed as a whole from this
billboard, we can see no connection between cigarette and the sentence. The
sentence “NGGAK ADA LOE NGGAK RAME” in the speech act is included in
the category of expressive. Through a speech act but we can analyze the intent of
the billboard. The word "RAME" in the sentence does not mean a lot of people in
that context. But interpreted as a cigarette that brought their friends who make a
lively mood.
Society always use language in the life. But not necessarily all the listeners
know the intention of speakers of that language, using the speech act the author
3
wanted to convey the intentions of speakers. Society or a human society is a group
of people related to each other through persistent relations, or a large social
grouping sharing the same geographical or virtual territory, subject to the same
political authority and dominant cultural expectations
(http://en.wikipedia.org/wiki/Society).
Smoking is a choice and individual freedom while not disturbing those
around them. One of the most interesting of the cigarette is, almost all smokers
know the harmful effects of smoking, but they chose the face of smokers. But
that's not what I want to write here. Evils of cigarettes made of tobacco companies
must anticipate the ad was to be accepted by society, so many restrictions that
limit must they go through, starting from a given time slot, until the message is
the message. Cigarette advertising should not be saying that smoking is bad, do
not have to show people smoking, but the ad should be able to achieve the target
Mass communication (mass communication) is a communication using
mass media, both print newspapers, magazines, billboards, posters, pamphlets,
and the tabloids) or electronic (radio, television, and internet) which is managed
by an institution or institutionalized people. Which goes to a large number of
people scattered in many places, anonymous, heterogeneous (Mulyana,
2003:75).It does not have to fully expect the figure ads will be remembered for its
customers. If consumers can remember some of the signs, such as the picture is
quite interesting, because in ultimately if someone remembers the typical signs of
and he will encouraged to remember and identify other important matters that
listed in the advertisement (Jefkins, 1994: 16).
4
Billboard advertisings one that has always been the center of attention of
the public using the road. Therefore, the authors take on board the research
because of tobacco advertising in the media billboard cigarette.Smoking is not
displaying images. But only the words, cigarettes can be sold from the old to the
young who should not deserve to consume cigarettes.
B. The Problem of The Study
The problems of the study are formulated as the following :
1. What are the types of speech act used in the “Cigarette’s Billboard” text?
2. What is the most dominant type of Speech Act used in the “Cigarette’s
Billboard” text?
3. What makes the dominant types occur the way they are?
4. What the meaning of text in “cigarette billboard” base on picture?
C. The Scope of the Study
The study is limited to the words contained in cigarette billboards and the
writer uses speech acts includes the types, the classification, and produce the
language. The scope of the study in this research focused only on the types of
speech acts based on Jhon Searle’s theory such as; (1) directive, (2) declarative,
(3) representative, (4) commissive, (5) expressive, which are found in the
cigarette billboard. In order to have specific research, the writer limits the study
on the “Cigarette Billboard” text.
5
D. The Objective of the Study
Related to the background above, the objective of the study is formulated
as following:
1. To find out the types of speech acts which are used in the “Cigarette
Billboard” text.
2. To find out the dominant type of Speech Act used in the “Cigarette
Billboard” text.
3. To find out what makes the dominant types occur the way they are.
4. To fine out meaning from each text in “cigarette billboard” base on
picture.
E. The Significance of the Study
From the objective of the study, writer hopes that the explanation in
understanding of advertisement advance the knowladge of reader in knowing
advertisement in billboard.The findings of this study are expected to be useful for:
1. Readers will understand the meaning and the role of text and picture in
advertisement.
2. student of language and communication will understand more about
speech act and recognize the role of speech act in communication.
3. To be a guide or reference for the further research about analysis of
speech act.
69
CHAPTER V
CONCLUSIONS AND SUGGESTIONS
A. Conclusions
1. The data of this study is derived from advertisement sentences of cigarette
billboard by taken from street in Medan region that focuses on the
advertisement sentence. The result shows that there are 20 utterances. The
findings indicated that cigarette billboard applied three types of speech
acts; commissive, expressive andrepresentative. The total calculation of
speech act types are commisive 5 (25%), expressive 1 (5%) and
representative 14 (70%), From the data analysis, the most dominant types
of speech acts is representative (70%), where the cigarette billboard
always states about something.
2. The representative type is most the most dominant in cigarette billboard
text.
3. From the previous analysis, it can be seen that representative is generally
used in cigarette advertisement. Representatives acts are uttered when the
actor want to represent the world as he or she believes in it.
69
70
B. Suggestions
1. It is suggested to the reader of this thesis that it is important to know the types
of speech act that used in several media especially in the billboard, because
having references about speech act would be very helpful for her/him to
understands how people understanding goal of the advertisement.
2. As the cigarette billboard is the mirror of life in society, it is important for the
reader to know how the language of cigarette billboard is uttered by
advertisement sentence. By knowing this, the reader will be very helpful to
interact in the society.
3. For other researcher, it is suggested that this thesis would be place this thesis as
the main references in order to make a further research that very significant to
the problem of society by using speech act approach.
REFERENCES
Austin,J.L.1971. Peformative Constative, in J.R. Searle (ed) The Philosophy of
Language, Oxpord :Oxpord University Press.
Black, Elizabeth.2006. Pragmatic Stylistics. Edinburgh University Press..
Burton, Philip Ward. 1990. Advertising Copywriting, TC Business Books and
NTC Publisshing Group, Lincolnwood, Illinois
Claeys,
Gregory.2010.
The
Cambridge
Literature.Cambridge University Press.
Companion
to
Utopian
Halliday, Michael A.K. 2006. On Language and Linguistics. Continuum
International Publishing Group.
http://en.wikipedia.org/wiki/Billboard. Accessed in June 11th 2012
http://en.wikipedia.org/wiki/Cigarette. Accessed in June 11th 2012
http://en.wikipedia.org/wiki/Society. Accessed in June 11th 2012
Mey, J.L.1993. Pragmatics :An Introduction, oxpord: Blackwell publisher.
London
Moleong, Lexy J. 1990. MetodologiPenelitianKualitatif. Bandung: Remaja.
Ok, M.D.D 1993, Prinsip-PrinsipPragmatik, Jakarta: Universitas Indonesia
Patton, Michael Quinn.1980. Qualitative Evaluation And Research Method.
Second (Ed). United States Of America
Peccei, Jean Stilwell. 1999. Pragmatics. London. Routletge .
Searle, J.R. 1969. Speech Acts :An Easy In The Philosophy Of Language.
Cambridge :Cambridge University Press.
Suyanto, M. 2006. StrategiPerancanganIklan Outdoor KelasDunia. Yogyakarta:
ANDI
Winardi. 1992. PromosidanReklame. Bandung :mandarmaju
Yule, George., and Brown Gillian.1983. Discourse Analysis. Cambridge
:Cambridge University Press.
Yule, George.1985. The Study of Language.Cambridge :Cambridge University
Press.
69
A THESIS
Submitted to the English Department, Faculty of Languages and Arts, State
University of Medan, in Partial Fulfillment of the Requirement for the
Degree of Sarjana Sastra
By:
MAEDA ELSERA SIAGIAN
Reg. No 072222810021
ENGLISH DEPARTMENT
FACULTY OF LANGUAGES AND ARTS
STATE UNIVERSITY OF MEDAN
2013
DECLARATION
Except where appropriately acknowledgment, this thesis is my own work, has been
expressed in my own words and has not previously been submitted for assessment.
I understand that this paper maybe screened electronically or otherwise for plagiarism.
Medan,
February 2013
Maeda Elsera Siagian
Reg. No. : 072222810021
ITEMBAR PENGESAIIAN PANITIA UJIAN
p
Skripsi ini diajukan oleh : Maeda Elsera Siagian,I\IIM 072222810021
Jurusan Bahasa dan Sastra Inggris
$l
Program Studi Sastra Inggris
Fakultas Bahasa dan Seni
Universitas Negeri Medan
Dinyatakan telah memenuhi syarat
Untuk memperoleh gelar
'
Sarjana Sastra
Panitia Ujian
Maret 2013
196/.t
FsS
t\tIP 19581021
.
ABSTRACT
Elsera , Maeda. An Analysis of Speech Act in Billboard.A Thesis.Faculty of
Language and Arts.The State University of Medan, 2013.
This study deals with the analysis types of speech act in billboard. The objectives
of this study are to identify the types of speech act used in cigarette billboard, to
identify the most dominant types of speech act used in cigarette billboard. The
method of this study is descriptive qualitative method. The data are taken from
texts of cigarette billboard in street in Medan. 20 billboard are taken purposive
randomly as the sample. There are 10 street in Medan. The data are analyzed and
classified into four types of speech act in the procedures, namely directive,
commisive, expressive, representative, and declarative. The findings indicate that
statement analysis is applied at 5%, commissive at 25% and representative at 70%
speech act occurred in advertising texts. It is found that the texts of advertisement
is dominated the speech function of representative . This is also implies that the
advertising texts mostly specify interacting goods and services rather than giving
information.
i
ACKNOWLEDGEMENT
First and foremost, the writer would like to express thank to God bless me, the
Almighty God for the mercy and guidance in giving her Blesisings, Health,
Protection, Knowledge and opportunity so that this thesis entitled “An Analysis of
Speech Act in Billboard” could be completed. This thesis aimed at fulfilling one of
the requirements for the degree of Sarjana Pendidikan at English Department, Faculty
of Languages and Arts, State University of Medan.
During the process of completing this thesis the writer has worked with a
great number of people, through their guidance, suggestions, and comments for which
the writer would like to extend her sincere and special thanks to :
Prof. Dr. Ibnu Hajar Damanik, M.Si, the Rector of State University of Medan.
Dr. Isda Pramuniati, M.Hum, the Dean of Faculty of Languages and Arts,
Vice Dean I, Vice Dean II, Vice Dean III and all the administrative staff.
Prof. Dr. Hj. Sumarsih, M.Pd the Head of English Department as well as her
thesis for the precious time on giving advices and correcting this thesis, Dra.
Rahmah, M.Hum, the Secretary of English Department and Dra. Meisuri,
M.A, the Head of English Literature Study program.
Dra.Tjut Ernidawati, M.Pd her consultant, for her advices, constructive
comments, supervisions, encouragements and her precious time in making
corrections to this thesis.
Dr. Siti Aisah Ginting, M.Pd as her academic adviser.
All the lectures of English Department, for their valuable knowledge, advices,
and guidance during her academic years in English Department. Mam Enda
and Abangda Hasyim for helping her in settling the administration
procedures.
My beloved parents Joni Siagian and Rusmiatun S.Pd, for their pray, support,
and everything they given to the writer not only in completing this thesis but
also in her life.
My beloved brothers and sisters Anggi Morina Siagian, Norman Fachry
Siagian, Dolli Aldi Siagian, Syafrina Nauli Siagian and my big family.
My beloved Boyfriend Fauzy Ali, SH thanks for his amazing support, love
and motivation for the writer to finish this thesis.
ii
Her specially thanks to My Friends Masda Tumangger S.Pd, Cahaya L.
Simamora S.S, Dita Masyitah S.Pd, Dera S.Pd, Akmi Sendi Parangin-angin
S.S, Ayu Wandia S.S, Margareth F. sinaga S.S, for their support, loves, and
laughly.
Thanks for my Senior M. Taufik Lubis S.S, M.H have given endless
contribution in the process of completing this thesis. And
All the students of Applied Linguistics Class, Ext class, and Reguler class A,
B, and C ‘ 07 That could be mention one by one, thanks for their support,
information, and encouragement.
Medan, March 2013
The Writer
Maeda Elsera Siagian
NIM. 072222810021
iii
TABLE OF CONTENTS
ABSTRACT .......................................................................................
ACKNOWLEDGEMENT .................................................................
TABLE OF CONTENTS ..................................................................
LIST OF TABLES ............................................................................
LIST OF FIGURE .............................................................................
LIST OF APPENDICES ...................................................................
i
ii
iii
v
vi
vii
CHAPTER IINTRODUCTION ........................................................
A. The Background of the Study .....................
B. The Problem of the Study ...........................
C. The Scope of the Study...............................
D. The Objective of the Study .........................
E. The Significance of the Study .....................
CHAPTER II REVIEW OF LITERATURE ....................................
A. Linguistics ....................................................
B. Semiotic ........................................................
C. Meaning .......................................................
D. Connotation meaning ....................................
E. Pragmatics ....................................................
F. Speech Act ....................................................
G. Classification of Speech Act..........................
H. Advertisement ...............................................
1. Element Advertisement Objectives ...
2. Element of Advertising.....................
I. Billboard ........................................................
J. Cigarette.........................................................
K. Cigarette Advertising ....................................
1
1
4
4
5
5
6
6
8
11
14
16
17
31
35
37
38
44
47
52
CHAPTER III THE RESEARCH METHOD......................
A. The Research Design.....................................
B. The Sources of Data ......................................
C. The Technique for Collecting Data ................
D.The Technique for Analyzing Data .................
56
CHAPTER IVTHE DATA AND DATA ANALYSIS ..........
A. The Data .......................................................
B. The Data Analysis .........................................
1. The Types of Speech Act Used .........
2. The Dominant Type of Speech Act
Used ................................................
3. The Analysis of The Occurrence Types
of Speech Act ..................................
4. Research Finding ..............................
58
iii
56
56
56
57
58
58
59
59
60
62
C. Meaning of Text In “Cigarette Billboard”......
63
CHAPTER V CONCLUSION AND SUGGESTION ..........
A. Conclusion ....................................................
B. Sugegestion ...................................................
67
REFERENCE.....................................................................................
69
iv
67
68
LIST OF TABLES
Table 2.1 Levels of Representative or Level of Meaning .................................................. 36
Table 2.2 Overview of Verbal – non – Verbal Linking ...................................................... 42
Table 4.1 The Total Number and Percentage of The types of Speech Act ...........................61
v
T
LIST OF FIGURE
Figure 2.1 Theory Semiotic Triangle ................................................................................... 32
vi
LIST OF APPENDICES
APPENDIX A Cigarette Billboard “Advertising Text” Analysis .........................................70
APPENDIX B The Total Number and Percentages of Speech Act Types ............................71
APPENDIX C Cigarette Billboard “advertising text” Analysis ...........................................72
vii
1
CHAPTER I
INTRODUCTION
A. Background of The Study
Humans are social beings who are always interacting with other humans.
Interaction between peoples a form of communication. Humans need language to
communicates a means of communicating. Kridalaksana (1981 : 17) state the
language is a system of symbols that form as arbitrary sound which use by the
member of community to work with others, to communicate and to identity theme
selves. It is said that language is human tool to express mind, feeling, experience
which consist of agreeable symbols in community. Human need language as they
use it by their own way as they understand the meaning of each language they use.
Linguistics is the scientific study of human language Linguistics itself has
some of the studies, one of which is a pragmatic. Pragmatics According to Yule
(1995: 4), pragmatics is the study of language from the point of view of the users,
especially of the choices they make, the constraints they encounter in using
language in social interaction and the effects their use of language has on the other
participants in an act of communication. Pragmatics deals with utterances, by
which we will mean specific events, the intentional acts of speakers at times and
places, typically involving language. One must be careful, however, for the term
is often used with more limited meanings. It has more to do with the analysis of
what people mean by their utterances or what the words or phrases in those
utterances might mean by themselves. Pragmatics generally is the study of the
1
2
natural understanding and specifically the study of how people comprehend and
produce a communicative or speech act.
Speech Acts are defined as actions performed via utterances in an actual
situation of language use. The function of speaker intends the hearer (s) to take or
to interpret. Jhon Searle’s theory such as; (1) directive, (2) declarative, (3)
representative, (4) commissive, (5) expressive, which are found in the cigarette
billboard. Briefly, declaratives mean utterances that affect immediate changes in
the institutional affairs and which tend to rely on elaborate extra linguistic
institutions. These speech acts declare something to be so and they may be used to
assign a name or role. Speech is the sentence that to speak. Speech utterances
usually flanked by two silence. Always in the form of oral speech, while the
representation of speech in written form (Kridalaksana : 2008). In billboard many
words that use speech act that make people be confuse because sometimes the
sentences there is in billboard nothing related with adverticed. as an examples is
“NGGAK ADA LOE NGGAK RAME”. When viewed as a whole from this
billboard, we can see no connection between cigarette and the sentence. The
sentence “NGGAK ADA LOE NGGAK RAME” in the speech act is included in
the category of expressive. Through a speech act but we can analyze the intent of
the billboard. The word "RAME" in the sentence does not mean a lot of people in
that context. But interpreted as a cigarette that brought their friends who make a
lively mood.
Society always use language in the life. But not necessarily all the listeners
know the intention of speakers of that language, using the speech act the author
3
wanted to convey the intentions of speakers. Society or a human society is a group
of people related to each other through persistent relations, or a large social
grouping sharing the same geographical or virtual territory, subject to the same
political authority and dominant cultural expectations
(http://en.wikipedia.org/wiki/Society).
Smoking is a choice and individual freedom while not disturbing those
around them. One of the most interesting of the cigarette is, almost all smokers
know the harmful effects of smoking, but they chose the face of smokers. But
that's not what I want to write here. Evils of cigarettes made of tobacco companies
must anticipate the ad was to be accepted by society, so many restrictions that
limit must they go through, starting from a given time slot, until the message is
the message. Cigarette advertising should not be saying that smoking is bad, do
not have to show people smoking, but the ad should be able to achieve the target
Mass communication (mass communication) is a communication using
mass media, both print newspapers, magazines, billboards, posters, pamphlets,
and the tabloids) or electronic (radio, television, and internet) which is managed
by an institution or institutionalized people. Which goes to a large number of
people scattered in many places, anonymous, heterogeneous (Mulyana,
2003:75).It does not have to fully expect the figure ads will be remembered for its
customers. If consumers can remember some of the signs, such as the picture is
quite interesting, because in ultimately if someone remembers the typical signs of
and he will encouraged to remember and identify other important matters that
listed in the advertisement (Jefkins, 1994: 16).
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Billboard advertisings one that has always been the center of attention of
the public using the road. Therefore, the authors take on board the research
because of tobacco advertising in the media billboard cigarette.Smoking is not
displaying images. But only the words, cigarettes can be sold from the old to the
young who should not deserve to consume cigarettes.
B. The Problem of The Study
The problems of the study are formulated as the following :
1. What are the types of speech act used in the “Cigarette’s Billboard” text?
2. What is the most dominant type of Speech Act used in the “Cigarette’s
Billboard” text?
3. What makes the dominant types occur the way they are?
4. What the meaning of text in “cigarette billboard” base on picture?
C. The Scope of the Study
The study is limited to the words contained in cigarette billboards and the
writer uses speech acts includes the types, the classification, and produce the
language. The scope of the study in this research focused only on the types of
speech acts based on Jhon Searle’s theory such as; (1) directive, (2) declarative,
(3) representative, (4) commissive, (5) expressive, which are found in the
cigarette billboard. In order to have specific research, the writer limits the study
on the “Cigarette Billboard” text.
5
D. The Objective of the Study
Related to the background above, the objective of the study is formulated
as following:
1. To find out the types of speech acts which are used in the “Cigarette
Billboard” text.
2. To find out the dominant type of Speech Act used in the “Cigarette
Billboard” text.
3. To find out what makes the dominant types occur the way they are.
4. To fine out meaning from each text in “cigarette billboard” base on
picture.
E. The Significance of the Study
From the objective of the study, writer hopes that the explanation in
understanding of advertisement advance the knowladge of reader in knowing
advertisement in billboard.The findings of this study are expected to be useful for:
1. Readers will understand the meaning and the role of text and picture in
advertisement.
2. student of language and communication will understand more about
speech act and recognize the role of speech act in communication.
3. To be a guide or reference for the further research about analysis of
speech act.
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CHAPTER V
CONCLUSIONS AND SUGGESTIONS
A. Conclusions
1. The data of this study is derived from advertisement sentences of cigarette
billboard by taken from street in Medan region that focuses on the
advertisement sentence. The result shows that there are 20 utterances. The
findings indicated that cigarette billboard applied three types of speech
acts; commissive, expressive andrepresentative. The total calculation of
speech act types are commisive 5 (25%), expressive 1 (5%) and
representative 14 (70%), From the data analysis, the most dominant types
of speech acts is representative (70%), where the cigarette billboard
always states about something.
2. The representative type is most the most dominant in cigarette billboard
text.
3. From the previous analysis, it can be seen that representative is generally
used in cigarette advertisement. Representatives acts are uttered when the
actor want to represent the world as he or she believes in it.
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70
B. Suggestions
1. It is suggested to the reader of this thesis that it is important to know the types
of speech act that used in several media especially in the billboard, because
having references about speech act would be very helpful for her/him to
understands how people understanding goal of the advertisement.
2. As the cigarette billboard is the mirror of life in society, it is important for the
reader to know how the language of cigarette billboard is uttered by
advertisement sentence. By knowing this, the reader will be very helpful to
interact in the society.
3. For other researcher, it is suggested that this thesis would be place this thesis as
the main references in order to make a further research that very significant to
the problem of society by using speech act approach.
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