Chapter I An Analysis of Speech Act illocutionary inSelected English
CHAPTER I
INTRODUCTION
1.1Background of the Study
Language is a social interaction tool to send our message and implication from the speaker
or/and the writer to the hearer or reader by gestures (non-verbal), voices, and symbols that has
various things that make up the rules of language.Language is also used as a term to refer to the
prescriptive rules of a given message,which may change over time and the various theories or
perspective that attempt to understand it.An implication of a language describes the principles or
rules governing the form and meaning of words, phrases, clauses, and sentences.
Pragmatics in general is the study of language speaker to communicate more than it is said. It
deals with the ways we reach out goal in communication. Yule (1996) says that pragmatics is
concerned with the study of meaning as communicated by a speaker (or writer) and interpreted
by reader (or listener). It has, consequently, more to do with the analysis of what people mean by
their utterances than what the words in those utterances might mean by themselves.
In pragmatics, there are 3 types of speech act. Such as locution, illocution, and perlocution.
All of them is very important to make an utterance or interpretation to clearly accepted by the
people.
Inhttp://en.wikipedia.org/wiki/Illocutionary_act
:
Illocutionary
act is
a
term
in
linguisticsintroduced by the philosopher John L Austin in his investigation of the various aspects
of speech act.
Advertisement is constructed to have the intangible effect of selling products or services to the
consumers. Advertiser also have many idea to make the consumers attracted to the advertisement
and to make peoples purchase the products or services by the unusual slogan of that
advertisement.
Fryburger (1989:5) says that advertisements can be recognized as paid and non-personal
communication forms used with persuasive intent by identified sources through various media.
Advertisement tends to be an important part of modern life. We can find it almost everywhere,
such in TV, radio, magazines, internet, or etc. Our life-style as a human-being is relatively
influenced by many advertisements around us. Advertisement also contains slogan. The slogan is
the line to make the message from the advertiser can caught by the hearer or reader.
In http;//en.wikipedia.org/wiki/Slogan, “Slogan is a memorable motto or phrase used in
political, commercial, religious, and other context as a repetitive expression of an idea or
purpose. While advertising slogans are short, often memorable phrases used in advertising
campaigns. They are claimed to be the most effective means of drawing attention to one or more
aspects of a product.So the advertisement concludes as a form of business marketing, it is
contains group of words or phrases (usually called ‘slogan’), contains picture, and purpose.
So from the paragraph above we can easily take a conclusion that advertisenment is different
with slogan. Slogan is words or phrases that built memorable motto that uses for influential
pragmatic context. It can be the part of advertisement. But advertisement can contain slogan,
picture, addition information, etc. Advertisement is the whole of intangible tool to change people
perception or influence people to do something. Slogan and picture ussualy is the most
memorable thing of advertisement.
If an advertisement has a slogan, it is automatically classified as illocution because the
purpose of that slogan is made to influence people in certain conditions depending on that
product and the interpretation context is not in normal situation anymore. All of us know that the
goal of advertisements is to makes peoples doing something after read it beyond the context of
situation.
Therefore, slogan also used in commercial advertisements as unique line messages to make
people easy to memorize and drawing attention for those who read or hear it.
Nowadays, there are so many slogan of advertisement containsillocutions. But unfortunately,
sometimes there are so many peoples can not clearly understand the illocutions because of there
are so many different cultures, habbits, and customs around the world. Meanwhile, internet
advertising is for the global society.
To analyze illocutionary in slogan of advertisements, the writer uses Searle’s theory (Searle's
classification for types of illocutions)
For example,
The Slogan: “Real food for your busy lifestyle”
Product: Dunkin’ Donut
(source: http://elcfoodunit.wikispaces.com/Media)
We can identify slogan because of the sentence has simple words or phrases to describe
something. In http;//en.wikipedia.org/wiki/Slogan, “Slogan is a memorable motto or phrase used
in political, commercial, religious, and other context as a repetitive expression of an idea or
purpose.
In this example of the slogan of food advertisement is a statement about their
commercial product. But illocutionally, it meant that the advertiser asserting and telling his / her
certain prestige or also the certain prestige of the other peoples who have busy lifestyle. The
advertiser also want to show to the readers of that slogan about habitually activity to have a
snack time while busy. Essentially, the advertiser want to influence the reader of this
advertisement to buy this product because the influential reason and advantage that I have
mentioned above.
In classifying the illocutionary speech act, Even though the slogan does not have verb in itself,
but we can see the phrase ‘real food’ that the advertiser wanted to asserting that their product of
food will be loved and suitable for those that who do not have much time for cook their meals by
themselves, and to consume those product as a prestigious thing because of the trigger phrase
‘busy lifestyle’. The advertiser made a one-sided statement to asserted the readers of this
advertisement. So, the illocution speech act classified as assertiveilocution.
Based on previous example, the writer will analyze 11 slogan of advertisements by analyzing,
describing, classifying, and conclusing the illocutions that found in flight advertisement. The
differences of this thesis is the writer focused on the
illocutionary and the context of
interpretation of spesific flight company that I will mention below (3.3 Data and Source of
Data).
Soin this thesis the writer want to analyze about the illocutionfound in the slogan of flight
advertisement. The writer essentially want to guide the reader of that advertisement avoiding
misperceptions and misinterpretations while reading the slogan, and also to help people to make
sure about the implication and the illocution analysis that contained.
1.2Problem of the Study
The problems of this study are formulated by these research questions:
1. What types of illocutionary found in the slogan of the flight company advertisements?
2. What types of illocutionary that most often used in the slogan of flight company
advertisements?
1.3 Objective of the Study
1.
To find out
the types of illocutions found in the slogan of the flight company
advertisements.
2. To find out what types of illocutionary that most often used in the slogan of flight
company advertisements.
1.4 Scope of the Study
In this thesis, here are the scope of the study:
- The type of illocution found in the slogan of flight company advertisements.
- The types of illocutionary that most often used n the slogan of flight company advertisements.
1.5 Significance of the Study
Practically, this thesis supposed tocontribute some significance for the readers as follow
1. To help the reader (in this context, the English Student) to get clear interpretation about
the slogan of flight company advertisements..
2. To help student of English department to know more about the illocution and to the
reader who read the advertisements.
Moreover, this thesis can make the reader knows more about the advertised services, slogan, and
branding image by knowing their indirect messages in their slogan of advertisements.
1.6 Method of the Study
In this thesis, the writer appliesqualitative method by collectingand analyzing the data
related to the topic. Data are collected using library research of related books and internet
websites fromSeptember until October 2015. After data are collected, the data will be selected
and analyzed using applied descriptive analytic method. After that, the writer concludes the
research.
1.7 Review of Related Literature
In writing this thesis, The writer reads some books and uses some descriptions of linguist to
support this analysis:
Goshgarian (1977) describes the difference between advertising language to other languages.
He said that advertising language is different from most of the other languages that we use in our
daily life. Advertising language is a specific language. It manipulates words, to say they work in
clever yet cautious combination to achieve a special objective, separating people from their
money.
Burke (1980:6) states that advertising is a sales message, which is directed on mass audience
that views through persuation language to sell goods, services, or ideas on behalf of the paying
sponsor.By reading that, we can conclude that there are special manipulated words in the slogan
of advertisement used persuasively related with the illocutionary speech acts is the nation of te
consequences or the effects, such acts have the effects on the action, thought, believes of the
hearers.
There are some thesis that analyze pragmatics in advertising also before. One of them is “An
Analysis of Presuppositions in Newsweek Advertisement Slogan” by Try Reza Essra year
2011.That thesis is also used descriptive qualitative method to analyze the data of Newsweek
advertisement. Obviously, eventhoughtEssra’s thesis describes about pragmatics, but it is only
focused on the presupposition in Newsweek advertisement which is a good reference for the
student to understand pragmatics. Also “Perlocutionary Acts on English Advertisement”
(unpublished research) by Dra. Roma AyuniLoebis, M.A year 1999, which is a good reference
for perlocutionaryspeech act found in English advertisement. Meanwhile, I make this thesis is
more focused on the illocutionary to get the correct interpretation of it.
CHAPTER II
THEORITICAL FRAMEWORK
INTRODUCTION
1.1Background of the Study
Language is a social interaction tool to send our message and implication from the speaker
or/and the writer to the hearer or reader by gestures (non-verbal), voices, and symbols that has
various things that make up the rules of language.Language is also used as a term to refer to the
prescriptive rules of a given message,which may change over time and the various theories or
perspective that attempt to understand it.An implication of a language describes the principles or
rules governing the form and meaning of words, phrases, clauses, and sentences.
Pragmatics in general is the study of language speaker to communicate more than it is said. It
deals with the ways we reach out goal in communication. Yule (1996) says that pragmatics is
concerned with the study of meaning as communicated by a speaker (or writer) and interpreted
by reader (or listener). It has, consequently, more to do with the analysis of what people mean by
their utterances than what the words in those utterances might mean by themselves.
In pragmatics, there are 3 types of speech act. Such as locution, illocution, and perlocution.
All of them is very important to make an utterance or interpretation to clearly accepted by the
people.
Inhttp://en.wikipedia.org/wiki/Illocutionary_act
:
Illocutionary
act is
a
term
in
linguisticsintroduced by the philosopher John L Austin in his investigation of the various aspects
of speech act.
Advertisement is constructed to have the intangible effect of selling products or services to the
consumers. Advertiser also have many idea to make the consumers attracted to the advertisement
and to make peoples purchase the products or services by the unusual slogan of that
advertisement.
Fryburger (1989:5) says that advertisements can be recognized as paid and non-personal
communication forms used with persuasive intent by identified sources through various media.
Advertisement tends to be an important part of modern life. We can find it almost everywhere,
such in TV, radio, magazines, internet, or etc. Our life-style as a human-being is relatively
influenced by many advertisements around us. Advertisement also contains slogan. The slogan is
the line to make the message from the advertiser can caught by the hearer or reader.
In http;//en.wikipedia.org/wiki/Slogan, “Slogan is a memorable motto or phrase used in
political, commercial, religious, and other context as a repetitive expression of an idea or
purpose. While advertising slogans are short, often memorable phrases used in advertising
campaigns. They are claimed to be the most effective means of drawing attention to one or more
aspects of a product.So the advertisement concludes as a form of business marketing, it is
contains group of words or phrases (usually called ‘slogan’), contains picture, and purpose.
So from the paragraph above we can easily take a conclusion that advertisenment is different
with slogan. Slogan is words or phrases that built memorable motto that uses for influential
pragmatic context. It can be the part of advertisement. But advertisement can contain slogan,
picture, addition information, etc. Advertisement is the whole of intangible tool to change people
perception or influence people to do something. Slogan and picture ussualy is the most
memorable thing of advertisement.
If an advertisement has a slogan, it is automatically classified as illocution because the
purpose of that slogan is made to influence people in certain conditions depending on that
product and the interpretation context is not in normal situation anymore. All of us know that the
goal of advertisements is to makes peoples doing something after read it beyond the context of
situation.
Therefore, slogan also used in commercial advertisements as unique line messages to make
people easy to memorize and drawing attention for those who read or hear it.
Nowadays, there are so many slogan of advertisement containsillocutions. But unfortunately,
sometimes there are so many peoples can not clearly understand the illocutions because of there
are so many different cultures, habbits, and customs around the world. Meanwhile, internet
advertising is for the global society.
To analyze illocutionary in slogan of advertisements, the writer uses Searle’s theory (Searle's
classification for types of illocutions)
For example,
The Slogan: “Real food for your busy lifestyle”
Product: Dunkin’ Donut
(source: http://elcfoodunit.wikispaces.com/Media)
We can identify slogan because of the sentence has simple words or phrases to describe
something. In http;//en.wikipedia.org/wiki/Slogan, “Slogan is a memorable motto or phrase used
in political, commercial, religious, and other context as a repetitive expression of an idea or
purpose.
In this example of the slogan of food advertisement is a statement about their
commercial product. But illocutionally, it meant that the advertiser asserting and telling his / her
certain prestige or also the certain prestige of the other peoples who have busy lifestyle. The
advertiser also want to show to the readers of that slogan about habitually activity to have a
snack time while busy. Essentially, the advertiser want to influence the reader of this
advertisement to buy this product because the influential reason and advantage that I have
mentioned above.
In classifying the illocutionary speech act, Even though the slogan does not have verb in itself,
but we can see the phrase ‘real food’ that the advertiser wanted to asserting that their product of
food will be loved and suitable for those that who do not have much time for cook their meals by
themselves, and to consume those product as a prestigious thing because of the trigger phrase
‘busy lifestyle’. The advertiser made a one-sided statement to asserted the readers of this
advertisement. So, the illocution speech act classified as assertiveilocution.
Based on previous example, the writer will analyze 11 slogan of advertisements by analyzing,
describing, classifying, and conclusing the illocutions that found in flight advertisement. The
differences of this thesis is the writer focused on the
illocutionary and the context of
interpretation of spesific flight company that I will mention below (3.3 Data and Source of
Data).
Soin this thesis the writer want to analyze about the illocutionfound in the slogan of flight
advertisement. The writer essentially want to guide the reader of that advertisement avoiding
misperceptions and misinterpretations while reading the slogan, and also to help people to make
sure about the implication and the illocution analysis that contained.
1.2Problem of the Study
The problems of this study are formulated by these research questions:
1. What types of illocutionary found in the slogan of the flight company advertisements?
2. What types of illocutionary that most often used in the slogan of flight company
advertisements?
1.3 Objective of the Study
1.
To find out
the types of illocutions found in the slogan of the flight company
advertisements.
2. To find out what types of illocutionary that most often used in the slogan of flight
company advertisements.
1.4 Scope of the Study
In this thesis, here are the scope of the study:
- The type of illocution found in the slogan of flight company advertisements.
- The types of illocutionary that most often used n the slogan of flight company advertisements.
1.5 Significance of the Study
Practically, this thesis supposed tocontribute some significance for the readers as follow
1. To help the reader (in this context, the English Student) to get clear interpretation about
the slogan of flight company advertisements..
2. To help student of English department to know more about the illocution and to the
reader who read the advertisements.
Moreover, this thesis can make the reader knows more about the advertised services, slogan, and
branding image by knowing their indirect messages in their slogan of advertisements.
1.6 Method of the Study
In this thesis, the writer appliesqualitative method by collectingand analyzing the data
related to the topic. Data are collected using library research of related books and internet
websites fromSeptember until October 2015. After data are collected, the data will be selected
and analyzed using applied descriptive analytic method. After that, the writer concludes the
research.
1.7 Review of Related Literature
In writing this thesis, The writer reads some books and uses some descriptions of linguist to
support this analysis:
Goshgarian (1977) describes the difference between advertising language to other languages.
He said that advertising language is different from most of the other languages that we use in our
daily life. Advertising language is a specific language. It manipulates words, to say they work in
clever yet cautious combination to achieve a special objective, separating people from their
money.
Burke (1980:6) states that advertising is a sales message, which is directed on mass audience
that views through persuation language to sell goods, services, or ideas on behalf of the paying
sponsor.By reading that, we can conclude that there are special manipulated words in the slogan
of advertisement used persuasively related with the illocutionary speech acts is the nation of te
consequences or the effects, such acts have the effects on the action, thought, believes of the
hearers.
There are some thesis that analyze pragmatics in advertising also before. One of them is “An
Analysis of Presuppositions in Newsweek Advertisement Slogan” by Try Reza Essra year
2011.That thesis is also used descriptive qualitative method to analyze the data of Newsweek
advertisement. Obviously, eventhoughtEssra’s thesis describes about pragmatics, but it is only
focused on the presupposition in Newsweek advertisement which is a good reference for the
student to understand pragmatics. Also “Perlocutionary Acts on English Advertisement”
(unpublished research) by Dra. Roma AyuniLoebis, M.A year 1999, which is a good reference
for perlocutionaryspeech act found in English advertisement. Meanwhile, I make this thesis is
more focused on the illocutionary to get the correct interpretation of it.
CHAPTER II
THEORITICAL FRAMEWORK