SPEECH FUNCTIONS USED IN BILLBOARD TEXTS.
SPEECH FUNCTIONS USED IN BILLBOARD TEXTS
A Thesis
Submitted to the English Applied Linguistics Study Program in
Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
MUHAMMAD HASYIMSYAH BATUBARA
Registration Number: 8116111013
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN
2013
SPEECH FUNCTIONS USED IN BILLBOARD TEXTS
A Thesis
Submitted to the English Applied Linguistics Study Program in
Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
MUHAMMAD HASYIMSYAH BATUBARA
Registration Number: 8116111013
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN
2013
ABSTRACT
Batubara, Muhammad HasyimSyah. Reg. No 8116111013. Speech Functions
Used in Billboard Texts. A Thesis, English Applied Linguistics Study
Program, Post Graduate School, State University of Medan, 2013.
This study deals with Speech Functions in billboard texts. The objectives of
the study are to describe the types of speech functions used in billboard texts, to
derive the type of speech functions dominantly used and to explain or to elaborate
the context of occurrence of speech functions. The study used descriptive
qualitative method. The data were collected from commercial billboard texts in
six domains namely cigarette, electronics, banking, furniture, automotives, daily
needs. The texts used as the data cover headline, subhead and slogan either written
text or pictures exposed in public places of the city of Medan by applying
documentary technique. The data are then analyzed with refer to the type of
speech functions namely, statement, offer, question and command. The finding
indicates that from four types of speech functions found in commercial billboard
texts, statement constitute 64 (61 %), question 2 (2%), offer 16 (15.2%),
command 23 (22%), demanding 105 billboard texts. Statement can be the most
dominant speech function used because the concept of using statement is
appropriate with the concept of commercial billboard texts in which the viewers
can only see the written texts only in 5-7 seconds while they are driving. Thus, the
stating bears simple and strong information in speech function of functional
grammar. In fact, only statement that directly can elaborates quality of a product
product so that the people believe the product.
i
ABSTRAK
Batubara, Muhammad HasyimSyah. NIM. 8116111013. Speech Functions in
Billboard Texts. Tesis, Program Studi Linguistik Terapan Bahasa Inggris,
Sekolah Pascasarjana, Universitas Negeri Medan, 2013.
Penelitian ini berkaitan dengan speech functions dalam teks billboard. Tujuan dari
penelitian ini adalah untuk menggambarkan jenis speech functions yang
digunakan dalam teks billboard, untuk memperoleh jenis speech functions yang
dominan digunakan dan untuk menjelaskan atau menguraikan konteks terjadinya
speech functions. Penelitian ini menggunakan metode deskriptif kualitatif. Data
dikumpulkan dari teks komersial billboard di enam domain yaitu rokok,
elektronik, perbankan, furniture, otomotif, dan kebutuhan sehari-hari. Teks yang
digunakan sebagai data melingkupi, headline, subhead dan slogan baik teks
tertulis maupun gambar di tempat umum di kota Medan dengan menerapkan
teknik dokumenter. Data tersebut kemudian dianalisis dengan merujuk pada jenis
speech functions yaitu, statement (pernyataan), offer (tawaran), question
(pertanyaan) dan command (perintah). Temuan menunjukkan bahwa dari empat
jenis speech functions yang ditemukan di dalam teks komersial billboard,
(statement) pernyataan ditemukan 64 (61%), (question) pertanyaan 2 (2%),
(offer) penawaran 16 (15,2%), (command) perintah 23 (22%), dari 105 teks
billboard. Pernyataan (statement) menjadi yang paling dominan digunakan karena
konsep penggunaan pernyataan (statement) sesuai dengan konsep teks komersial
billboard di mana orang hanya dapat melihat teks yang tertulis hanya dalam 5-7
detik saat mereka sedang mengemudi. Dengan demikian, pernyataan (statement)
memberikan informasi kuat dan sederhana dalam speech functions dalam tata
bahasa fungsional. Bahkan, hanya pernyataan (statement) yang secara langsung
dapat menguraikan kualitas produk - produk sehingga orang percaya terhadap
produk itu.
ii
ACKNOWLEDGEMENTS
First and foremost, the writer would like to express his greatest gratitude
to Allah SWT, the Almighty that has given him the ability, health, and safety to
finish this thesis completely.
In completing this thesis, the writer would like to express his biggest debt
is therefore to some persons. They are:
First, the writer would like to record his gratefully acknowledge to Prof.
Dr. Busmin Gurning, M.Pd as the Head of English Applied Linguistics, Dr Anni
Holila Pulungan M.Hum as the Secretary of English Applied Linguistics in
UNIMED and as the first advisor of the writer who has kindly assisted him in
guiding, direction, revising and correcting the systematic or the concept of this
thesis and also the writer would like to record his gratefully acknowledge to Prof
Dr. Lince Sihombing M.Pd, Prof. Amrin Saragih, Ph.D., M.A, as the second
advisor of the writer who has also kindly assisted him in guiding, direction,
revising and correcting the systematic or the concept of this thesis May Allah
bless them.
Second, the writer also would like to express his gratitude expression to
the riviewers and examiners in examinations; Prof. Dr. Lince Sihombing, M.Pd,
Prof, Dr. Sumarsih,M.Pd, Dr. Syahron Lubis, M.A right from Proposal Seminar
up to Green Table Examination. God bless them.
Third, the writer also would like to thank to all lecturers and tutors,
classmates belonging to Regular class A.2 INTAKE XVIII for giving him the
i
valuable knowledge during the study in English Applied Linguistics of
Postgraduate School in the State University of Medan (UNIMED).
Fourth, the writer also would like to express his thanks to Sellers in pasar
tradisional padangsidimpuan and Kepala Dinas Pasar padangsidimpuan for their
helping and support and to provide the time and the chance during conducting this
study.
Fifth, to his beloved parents; Samaruddin Siagian (ALM) and Limbayung
Harahap (ALM) and his beloved sister and brother; Hotmasari Siagian, Muksin
Siagian S.Sos, Masrohaya Siagian Am.Kes for their supports and advices to him
until he finished this thesis.
Next, to his beloved wife Novalia Kasturi Pulungan S.Pd and his beloved
twin daughters Naylah Anzannah (Kakak) and Azizi Dien (Adek) boru Siagian for
their atmosphere, patience and support to let him continue his study until he
finished this thesis.
Finally, the writer has lost his wise words to pray to Allah SWT, to give
them proper reward. Amin.
Medan, May 12th 2012
The Writer,
Muhammad HasyimSyah
BatuBara
Reg. Number: 8106111001
ii
iii
TABLE OF CONTENT
Page
ABSTRACT ......................................................................................................
i
TABLE OF CONTENTS .................................................................................
iii
LIST OF TABLES ...........................................................................................
vii
LIST OF FIGURES .........................................................................................
viii
LIST OF PIE DIAGRAMS .............................................................................
ix
CHAPTER I : INTRODUCTION .................................................................
1
1.1 Background of the Study...................................................
1
1.2 The Problems of the Study ...............................................
6
1.3 The Objectives of the Study ..............................................
6
1.4 The Scopes of the Study.................................................
6
1.5 The Significance of the Study ..........................................
7
CHAPTER II : REVIEW OF RELATED LITERATURE ...........................
8
2.1 Systemic Functional Linguistics (SFL).............................
8
2.2 Metafunction .....................................................................
9
2.3 Interpersonal Meaning ......................................................
10
2.4 Speech Functions ..............................................................
12
2.4.1 Statement .................................................................
15
2.4.2 Question ..................................................................
16
2.4.3 Offer........................................................................
18
2.4.4 Command................................................................
19
2.5 Mood .................................................................................
22
2.5.1 Indicative.................................................................
24
2.5.2 Declarative................................................................
25
2.5.3 Interrogative ………………………………………
25
2.5.4 Imperative …………………………………………
26
iii
2.6 Advertisement .....................................................................
26
2.6.1 The Definition of Advertisement ..............................
26
2.6.1.1 Commercial Advertisement...........................
27
2.6.1.2 Non-Commercial Advertisement....................
28
2.6.2 The Concept of Advertising .................................. ...
29
2.6.3 The Objective of Advertising ............................... ....
30
2.6.4 The Function of Advertising ................................ ....
30
2.7 The Language of Advertising...................................... .........
31
2.8 Billboards..............................................................................
33
2.8.1 Traditional Billboard ............................................. ....
35
2.8.2 Mechanical Billboard ........................................... .....
36
2.8.3 Mobile Billboard .................................................. ......
37
2.8.4 Digital Billboard ................................................... .......
37
2.9 Text ................................................................................. ......
38
2.9.1 Headline ................................................................ ......
38
2.9.2 Subheads ................................................................ ......
39
2.9.3 Slogan .................................................................... ........ 39
2.10 Conceptual Framwark ....... ........................................... ....... 40
CHAPTER III : RESEARCH METHOD............................................................ 41
3.1 Research Design ............................................................ ..... 41
3.2 Source of the Study ........................................................ ...... 42
3.3 The Technique of Data Collection .................................. ......
43
3.4 The Technique of Data Analysis ..................................... ......
43
3.5 The Trustworthiness of the Study ................................... ......
44
iv
CHAPTER IV : THE DATA, DATA ANALYSIS, FINDING&DISCUSSION….
47
4.1 The Data ......................................................................... .
47
4.1.1 Types of Speech Functions in
Commercial Billboard Texts.....................................
49
4.1.1.1 Statement…………………………………...
49
4.1.1.2 Questions…………………………………....
50
4.1.1.3 Offers………………………………………
50
4.1. 1.4 Commands…………………………….....
51
4.2 The Analysis of Data …… ………………………………
52
4.2.1 Types of Speech Functions in
general commercial billboard texts............................
52
4.2.1.1 Types of Speech Functions in Cigarettes……
56
4.2.1.2 Types of Speech Functions in Banking……
59
4.2.1.3 Types of Speech Functions in Electronics…
62
4.2.1.4 Types of Speech Functions in Automotives…
65
4.2.1.5 Types of Speech Functions in Furniture……
68
4.2.1.6 Types of Speech Functions in Daily Needs…
71
4.3
Research Findings……………………………...............
74
4.4
Discussion……………………… .................................
75
4.4.1 Types of Speech Functions in
general commercial billboard texts…. .............
75
4.4.1.1 Speech Functions in
Cigarette Commercial Billboard Texts...
79
4.4.1.2 Speech Functions in
Banking Commercial Billboard Texts....
81
4.4.1.3 Speech Functions in
Electronics Commercial Billboard Texts.
84
v
4.4.1.4 Speech Functions in
Automotives Commercial Billboard Texts
86
4.4.1.5 Speech Functions in
Furniture Billboard Texts…….........…......
87
4.4.1.6 Speech Functions in
Daily Needs Billboard Texts…..................
89
CHAPTER V: CONCULUTION AND SUSSESTION……………………...
90
5.1 Conclusions .................................................................... .....
90
5.2 Suggestions ................................................................... .....
91
REFERENCES ………………………………………………………………..
92
Appendices………………………………………………………………...........
96
vi
vii
LIST OF TABLES
Table
Page
Table 2.1.
Speech Role and Commodities in interaction ..................... 14
Table 2.2.
Speech Function as a Statement .......................................... 16
Table 2.3.
Speech Function as a Question ............................................ 17
Table 2.4.
Speech Function as a Offer .................................................. 18
Table 2.5.
Speech Function as a Command .......................................... 19
Table 2.6.
Speech Functions and Responses ....................................... 20
Table 2.7.
The example of Subject and Finite on Mood....................... 23
Table 4.1.
The Total Percentage of the Commercial Billboard ............ 47
Table 4.2.
Types of Speech Functions in All Commercial Billboards
Table 4.3.
Types of Speech Functions in Cigarettes ............................ 56
Table 4.4.
Types of Speech Functions in Banking ............................... 60
Table 4.5.
Types of Speech Functions in Electronics ........................... 63
Table 4.6.
Types of Speech Functions in Automotives ........................ 65
Table 4.7.
Types of Speech Functions in Furniture .............................. 69
Table 4.8.
Types of Speech Functions in Daily Needs ......................... 71
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52
iv
LIST OF FIGURE
Figure
Page
Figure 2.1
Realization of Speech Functions in Mood ........................... 20
Figure 2. 2
System Network of Mood .................................................... 24
Figure 2.3
Examples of Traditional Billboard ..................................... 36
Figure 2.4
Examples of Mechanical Billboard .................................... 36
Figure 2.5
Examples of Mobile Billboard ............................................ 37
Figure 2.6
Examples of Digital Billboard ............................................ 37
iii
LIST OF PIE DIAGRAMS
Pie Diagram
Page
Pie Diagram 4.1 The total Percentage of the Commercial Billboards ............ 48
Pie Diagram 4.2 Propositions of Speech Functions in
General Commercial Billboards ......................................... 53
Pie Diagram 4.3 Propositions of Speech Functions in Cigarettes ................. 57
Pie Diagram 4. 4 Propositions of Speech Functions in Banking ..................... 60
Pie Diagram 5.5 Propositions of Speech Functions in Electronics................. 63
Pie Diagram 4.6 Propositions of Speech Functions in Automotives .............. 66
Pie Diagram 4.7 Propositions of Speech Functions in Furniture .................... 69
Pie Diagram 4.8 Propositions of Speech Functions in Daily Needs ............... 72
iii
1
CHAPTER I
INTRODUCTION
1.1 The Background of the Study
In this ICT (Information and Communication Technology) dimension, the
advancement of technology has touched almost the ways one observes things in
the community which have a great impact on the taste and influence in the choice
of life. Society has changed the values of life and technology has also challenged
and pushed the life style. This is specifically observed from the view point of
marketing strategy where a language is being used in different styles and
functions in order that people get stuck on the minds. At the end, it changes the
perception and reacts accordingly. Language with its very potential role can
influence one’s way of thinking because it is used as a means of communication
and through which the information can remain deep in one’s mind. Here lies the
power of language.
Therefore, it is realized that language is an important means in conveying
messages from many ways included technology. In fact, the development of
technology side by side develops the style of language being used and also
followed by the development of the varieties of visual media in the community in
terms of informing the people what is being offered. Thus, it invites the luxury of
life which is known as the life style. By having the life style, people use a
language as a weapon to influence the heart and mind of the people. It purposed to
make sure that language has a very strong strategy to allow people to react
2
something to certain situation. Actually, when the language is used to people daily
need, the notion of language function known as Systemic Functional Linguistics
(SLF) is started.
The SFL is defined as the process of gathering meaning from everyday
linguistics interaction Halliday (1978). It means that the language is able to
provide a very useful descriptive and interpretative framework for viewing
language as a strategic, meaning making resource not only linguistic meanings but
also meaning related to various aspects of the social system in society. It means
that the meaning will be earned from communication in one society, if people in
the society use the function the language to represent idea, organizes idea, or
exchange their experience in that society known as metafunction of language.
In metafunction of language, the function is categorized into three point’s
namely ideational, interpersonal and textual function. In this case, the research
done is only on interpersonal function because it is highly frequent seen in the
society. Thus, the more understanding of interpersonal function one has, the better
way one has in order to develop social relationship to interact with others.
The process of understanding one’s utterance through interpersonal
function is done by realizing the speech functions whether statement, question,
offer, command. It is because the four speech functions will directly guide people
as listeners or viewers in catching the meaning from one statement in
communication. For example: when one says “listen to me!” It guides them that it
is a must for the listeners or viewers to listen what the speaker are talking about.
Then, they are able to realize it as an imperative if they had known about the four
3
speech function at the previous. Thus, that is why the researcher thought that is
important to do research on interpersonal function especially from the speech
function point of view.
In fact, there are so many examples which are able to be used as the object
of this research but this research attempt to do that on advertising. There is
interesting one to be researched on the language of advertisement about how the
language is able to be very powerful to influence the viewers’ mind only by using
limited words which is arranged ungrammatically.
Moreover, advertising is always seen in daily activity of people in all day
long. Thus, it acts as an unavoidable fact of life in today’s consumer societies
because it is also seen in everywhere – on television, radio, newspapers,
magazines, in mailboxes, on trains and buses and now, of course, on the internet,
and billboards.
From those media of promoting probably used by a company, it is realized
that billboards is the most effective one because billboards directly touch the
costumer. It is realized as one of the most outstanding outdoor media that seems
to be very potential in its appearance. The billboards at present have changed
dramatically due to the great pace of technological changes in the introduction of
sophisticated technology and the presence of hot media in the center of big cities.
They no longer use simple marketing strategy of promoting products or the like,
they have developed very fast not only in the sizes but also in the use of language
and the visual exposure that are very catchy to the bare eyes.
4
In addition, billboards as one of the forms of a means of communication
offer great promises to the consumers through the informative and persuasive
messages which offer extraordinary products to the consumers at large in trying
hard to fulfill their needs and the easy catchment places to get them with the best
quality and service so as to amuse the consumers. As an advertisement media
which is placed outdoors in strategic position as a promotion propaganda,
billboards are a form of high quality outdoor advertising with their big size expose
placed in a bit high at popular or busy sites. The development of the digital era has
given the use of technology which turns to digital billboard and place in cars
much becomes mobile digital billboard.
Thus, it is realized that billboard is the most effective media to promote a
product among those media used by a company. Moreover, there is a phenomenon
of billboard that is its ability to hypnotize the viewer only in six seconds so that
the viewers catch the meaning event they are driving Baack (2007:249). It means
that there is challenging questions about how the language used in billboard so
that it can hypnotize and why it can hypnotize the mass. Actually, those questions
will be able to be answered if it is connected with linguistics. It is because what is
served on the billboards is a text containing language use. Thus, that is the reason
why this research of advertisement is done on linguistics area especially in speech
function namely statement, question, offer, command (for example: Panasonic
ideas for life, What news are you?, Cash back 10%, Go get it).
In fact, there are many kinds of billboard changing from time to time in
order to hypnotize the viewer. It also happens with the language use in it.
5
Longtime ago, the language used in advertisement especially in billboard is not as
creative as now. Even, the sentence used nowadays is not only in a statement but
also question, offer or sometimes command due to achieve the main goal which is
only how to struck people intention. The fact is the very basic reason why
billboard is chosen as main domain in this research.
In addition, the result of this research is able to be a reference for students
who learn English because it is hard to escape from the impression that
advertisements are under used by language teachers and materials writers and they
are certainly much less common in English as a Foreign Language (EFL) than in
the word approach. There also appear to be very little explanation of the
fascinating uses of language and visual elements in advertising that researchers
such as Cook (1992) and Myers (1994) has highlighted the language applied in
billboards should be well- planned and well-used in order that its beauty touches
the mind of the people. Whereas, the advertisements such as billboards can be
used to practice grammar (e.g. “the comparative”) or to introduce specific
vocabulary, such as words for items of coloring or in the latest measuring for
exceptional cars or stall practice. Classified ads are often used to teach reading for
specific information.
Based on the considerations above and the strategic applications of
language in billboards in the process of marketing high quality product to attract
the public’s attention, the researcher is very much interested in focusing his study
on the uses of English language in billboards especially about the texts whether
6
they are intended to give statements, questions, offers and commands named as
speech function.
1.2 The Problems of The Study
Based on the background of the study, the problems are formulated as the
following.
1) What types of speech functions are used in billboard texts?
2) What type of speech functions is dominantly used in billboard text?
3) In what contexts do the speech functions occur in billboard texts?
1.3 The Objectives of the Study
In line with the problems, the objectives are
1) to describe the types of speech functions used in billboard texts,
2) to derive the type of speech functions dominantly used in billboard
texts, and
3) to explain or to elaborate the context of occurance of speech
functions.
1.4 The Scope of The Study
The interpersonal function is realized at the two levels namely, at the level
of discourse which places speech functions and the level of lexicogrammar which
is mood. This study is limited and focused on speech functions used in
7
commercial billboard texts at both levels. In addition, the study is focused on
commercial outdoor advertising which bear headline, subhead, or slogan.
1.5 The Significance of the Study
The findings of the study are regarded to be useful and relevant
theoretically and practically in some respects. Theoretically, the research findings
are expected to be useful for the verification of the theory about interpersonal
function which is focused on speech function which consist of Statement,
Question, Offer, and Command in billboard texts. The findings of the study also
justify the theory of Systemic Functional Linguistic (SFL), particularly about
interpersonal function realized in speech functions which are proposed by
Halliday (1994) and also to discover the four types of speech function, the
dominant type, and the reason why the dominant type is used in billboard texts.
Practically, the findings clarify or highlight understandings about billboard
texts. It is hoped lectures and teachers use the findings as a reference in teaching
speech function. It is expected to be useful as one of the references to give more
information to the English students to find further research about interpersonal
function in other texts, especially in billboards so that the students are motivated
to dig up the interpersonal function meanings more sharply. In addition, it gives
the readers more understanding about interpersonal meaning. Therefore, other
research is suggested to carry out a more detailed research on speech function in
other social media found elsewhere.
90
CHAPTER V
CONCLUSIONS
5.1
Conclusions
Having analyzed the data, conclusions are down as the following:
1) the four speech functions (statement, command, offer, and question) found in
commercial billboard texts taken from six domains namely cigarette, banking,
electronic, automotive, furniture, and daily needs. This study found 64 texts in
statement, 23 texts in command, 16 texts in offer, and 2 texts in questions.
2) the most dominant speech function used in commercial billboard texts is
statement comparing with command, offer, question.
3) It shows that statement is used as the most dominant one in commercial
billboard texts because it is suited on the very basic concept of commercial
billboard texts which can only seen in 5-7 seconds so that the language must be
as efficient, affective and hypnotic as possible. In deed, it can persuade the
viewers strongly . However, there is a phenomenon especially in banking
domain in which offer is the most dominant one used. It is based on UU RI no
10 Tahun1998 uttering that three activities in banking conncerned in services
area so that it must use offer in promoting the banking product.
91
5.2
Suggestions
In relation to the conclosions, suggestion are staged as the following.
(1.) The findings of speech function in commercial billboard texts should
encourage the students in studying more about systemic functional
linguistics especially interpersonal function.
(2.) By considering this topic, hopefully the students can understand the
reason of a company use one of speech function in their commercial
billboard advertisement. Because the main purpose of advertisement
included in billboard texts is how the product is remembered easily by
consumer. So that it hypnotizes as soon as possible.
(3.) For public, it is important to know and to study about the development
of speech functions in billboard texts especially for the new advertisers
so that they know what is the most effective speech function used in
billboard texts to catch attentions of viewers.
92
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A Thesis
Submitted to the English Applied Linguistics Study Program in
Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
MUHAMMAD HASYIMSYAH BATUBARA
Registration Number: 8116111013
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN
2013
SPEECH FUNCTIONS USED IN BILLBOARD TEXTS
A Thesis
Submitted to the English Applied Linguistics Study Program in
Partial Fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
MUHAMMAD HASYIMSYAH BATUBARA
Registration Number: 8116111013
ENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN
2013
ABSTRACT
Batubara, Muhammad HasyimSyah. Reg. No 8116111013. Speech Functions
Used in Billboard Texts. A Thesis, English Applied Linguistics Study
Program, Post Graduate School, State University of Medan, 2013.
This study deals with Speech Functions in billboard texts. The objectives of
the study are to describe the types of speech functions used in billboard texts, to
derive the type of speech functions dominantly used and to explain or to elaborate
the context of occurrence of speech functions. The study used descriptive
qualitative method. The data were collected from commercial billboard texts in
six domains namely cigarette, electronics, banking, furniture, automotives, daily
needs. The texts used as the data cover headline, subhead and slogan either written
text or pictures exposed in public places of the city of Medan by applying
documentary technique. The data are then analyzed with refer to the type of
speech functions namely, statement, offer, question and command. The finding
indicates that from four types of speech functions found in commercial billboard
texts, statement constitute 64 (61 %), question 2 (2%), offer 16 (15.2%),
command 23 (22%), demanding 105 billboard texts. Statement can be the most
dominant speech function used because the concept of using statement is
appropriate with the concept of commercial billboard texts in which the viewers
can only see the written texts only in 5-7 seconds while they are driving. Thus, the
stating bears simple and strong information in speech function of functional
grammar. In fact, only statement that directly can elaborates quality of a product
product so that the people believe the product.
i
ABSTRAK
Batubara, Muhammad HasyimSyah. NIM. 8116111013. Speech Functions in
Billboard Texts. Tesis, Program Studi Linguistik Terapan Bahasa Inggris,
Sekolah Pascasarjana, Universitas Negeri Medan, 2013.
Penelitian ini berkaitan dengan speech functions dalam teks billboard. Tujuan dari
penelitian ini adalah untuk menggambarkan jenis speech functions yang
digunakan dalam teks billboard, untuk memperoleh jenis speech functions yang
dominan digunakan dan untuk menjelaskan atau menguraikan konteks terjadinya
speech functions. Penelitian ini menggunakan metode deskriptif kualitatif. Data
dikumpulkan dari teks komersial billboard di enam domain yaitu rokok,
elektronik, perbankan, furniture, otomotif, dan kebutuhan sehari-hari. Teks yang
digunakan sebagai data melingkupi, headline, subhead dan slogan baik teks
tertulis maupun gambar di tempat umum di kota Medan dengan menerapkan
teknik dokumenter. Data tersebut kemudian dianalisis dengan merujuk pada jenis
speech functions yaitu, statement (pernyataan), offer (tawaran), question
(pertanyaan) dan command (perintah). Temuan menunjukkan bahwa dari empat
jenis speech functions yang ditemukan di dalam teks komersial billboard,
(statement) pernyataan ditemukan 64 (61%), (question) pertanyaan 2 (2%),
(offer) penawaran 16 (15,2%), (command) perintah 23 (22%), dari 105 teks
billboard. Pernyataan (statement) menjadi yang paling dominan digunakan karena
konsep penggunaan pernyataan (statement) sesuai dengan konsep teks komersial
billboard di mana orang hanya dapat melihat teks yang tertulis hanya dalam 5-7
detik saat mereka sedang mengemudi. Dengan demikian, pernyataan (statement)
memberikan informasi kuat dan sederhana dalam speech functions dalam tata
bahasa fungsional. Bahkan, hanya pernyataan (statement) yang secara langsung
dapat menguraikan kualitas produk - produk sehingga orang percaya terhadap
produk itu.
ii
ACKNOWLEDGEMENTS
First and foremost, the writer would like to express his greatest gratitude
to Allah SWT, the Almighty that has given him the ability, health, and safety to
finish this thesis completely.
In completing this thesis, the writer would like to express his biggest debt
is therefore to some persons. They are:
First, the writer would like to record his gratefully acknowledge to Prof.
Dr. Busmin Gurning, M.Pd as the Head of English Applied Linguistics, Dr Anni
Holila Pulungan M.Hum as the Secretary of English Applied Linguistics in
UNIMED and as the first advisor of the writer who has kindly assisted him in
guiding, direction, revising and correcting the systematic or the concept of this
thesis and also the writer would like to record his gratefully acknowledge to Prof
Dr. Lince Sihombing M.Pd, Prof. Amrin Saragih, Ph.D., M.A, as the second
advisor of the writer who has also kindly assisted him in guiding, direction,
revising and correcting the systematic or the concept of this thesis May Allah
bless them.
Second, the writer also would like to express his gratitude expression to
the riviewers and examiners in examinations; Prof. Dr. Lince Sihombing, M.Pd,
Prof, Dr. Sumarsih,M.Pd, Dr. Syahron Lubis, M.A right from Proposal Seminar
up to Green Table Examination. God bless them.
Third, the writer also would like to thank to all lecturers and tutors,
classmates belonging to Regular class A.2 INTAKE XVIII for giving him the
i
valuable knowledge during the study in English Applied Linguistics of
Postgraduate School in the State University of Medan (UNIMED).
Fourth, the writer also would like to express his thanks to Sellers in pasar
tradisional padangsidimpuan and Kepala Dinas Pasar padangsidimpuan for their
helping and support and to provide the time and the chance during conducting this
study.
Fifth, to his beloved parents; Samaruddin Siagian (ALM) and Limbayung
Harahap (ALM) and his beloved sister and brother; Hotmasari Siagian, Muksin
Siagian S.Sos, Masrohaya Siagian Am.Kes for their supports and advices to him
until he finished this thesis.
Next, to his beloved wife Novalia Kasturi Pulungan S.Pd and his beloved
twin daughters Naylah Anzannah (Kakak) and Azizi Dien (Adek) boru Siagian for
their atmosphere, patience and support to let him continue his study until he
finished this thesis.
Finally, the writer has lost his wise words to pray to Allah SWT, to give
them proper reward. Amin.
Medan, May 12th 2012
The Writer,
Muhammad HasyimSyah
BatuBara
Reg. Number: 8106111001
ii
iii
TABLE OF CONTENT
Page
ABSTRACT ......................................................................................................
i
TABLE OF CONTENTS .................................................................................
iii
LIST OF TABLES ...........................................................................................
vii
LIST OF FIGURES .........................................................................................
viii
LIST OF PIE DIAGRAMS .............................................................................
ix
CHAPTER I : INTRODUCTION .................................................................
1
1.1 Background of the Study...................................................
1
1.2 The Problems of the Study ...............................................
6
1.3 The Objectives of the Study ..............................................
6
1.4 The Scopes of the Study.................................................
6
1.5 The Significance of the Study ..........................................
7
CHAPTER II : REVIEW OF RELATED LITERATURE ...........................
8
2.1 Systemic Functional Linguistics (SFL).............................
8
2.2 Metafunction .....................................................................
9
2.3 Interpersonal Meaning ......................................................
10
2.4 Speech Functions ..............................................................
12
2.4.1 Statement .................................................................
15
2.4.2 Question ..................................................................
16
2.4.3 Offer........................................................................
18
2.4.4 Command................................................................
19
2.5 Mood .................................................................................
22
2.5.1 Indicative.................................................................
24
2.5.2 Declarative................................................................
25
2.5.3 Interrogative ………………………………………
25
2.5.4 Imperative …………………………………………
26
iii
2.6 Advertisement .....................................................................
26
2.6.1 The Definition of Advertisement ..............................
26
2.6.1.1 Commercial Advertisement...........................
27
2.6.1.2 Non-Commercial Advertisement....................
28
2.6.2 The Concept of Advertising .................................. ...
29
2.6.3 The Objective of Advertising ............................... ....
30
2.6.4 The Function of Advertising ................................ ....
30
2.7 The Language of Advertising...................................... .........
31
2.8 Billboards..............................................................................
33
2.8.1 Traditional Billboard ............................................. ....
35
2.8.2 Mechanical Billboard ........................................... .....
36
2.8.3 Mobile Billboard .................................................. ......
37
2.8.4 Digital Billboard ................................................... .......
37
2.9 Text ................................................................................. ......
38
2.9.1 Headline ................................................................ ......
38
2.9.2 Subheads ................................................................ ......
39
2.9.3 Slogan .................................................................... ........ 39
2.10 Conceptual Framwark ....... ........................................... ....... 40
CHAPTER III : RESEARCH METHOD............................................................ 41
3.1 Research Design ............................................................ ..... 41
3.2 Source of the Study ........................................................ ...... 42
3.3 The Technique of Data Collection .................................. ......
43
3.4 The Technique of Data Analysis ..................................... ......
43
3.5 The Trustworthiness of the Study ................................... ......
44
iv
CHAPTER IV : THE DATA, DATA ANALYSIS, FINDING&DISCUSSION….
47
4.1 The Data ......................................................................... .
47
4.1.1 Types of Speech Functions in
Commercial Billboard Texts.....................................
49
4.1.1.1 Statement…………………………………...
49
4.1.1.2 Questions…………………………………....
50
4.1.1.3 Offers………………………………………
50
4.1. 1.4 Commands…………………………….....
51
4.2 The Analysis of Data …… ………………………………
52
4.2.1 Types of Speech Functions in
general commercial billboard texts............................
52
4.2.1.1 Types of Speech Functions in Cigarettes……
56
4.2.1.2 Types of Speech Functions in Banking……
59
4.2.1.3 Types of Speech Functions in Electronics…
62
4.2.1.4 Types of Speech Functions in Automotives…
65
4.2.1.5 Types of Speech Functions in Furniture……
68
4.2.1.6 Types of Speech Functions in Daily Needs…
71
4.3
Research Findings……………………………...............
74
4.4
Discussion……………………… .................................
75
4.4.1 Types of Speech Functions in
general commercial billboard texts…. .............
75
4.4.1.1 Speech Functions in
Cigarette Commercial Billboard Texts...
79
4.4.1.2 Speech Functions in
Banking Commercial Billboard Texts....
81
4.4.1.3 Speech Functions in
Electronics Commercial Billboard Texts.
84
v
4.4.1.4 Speech Functions in
Automotives Commercial Billboard Texts
86
4.4.1.5 Speech Functions in
Furniture Billboard Texts…….........…......
87
4.4.1.6 Speech Functions in
Daily Needs Billboard Texts…..................
89
CHAPTER V: CONCULUTION AND SUSSESTION……………………...
90
5.1 Conclusions .................................................................... .....
90
5.2 Suggestions ................................................................... .....
91
REFERENCES ………………………………………………………………..
92
Appendices………………………………………………………………...........
96
vi
vii
LIST OF TABLES
Table
Page
Table 2.1.
Speech Role and Commodities in interaction ..................... 14
Table 2.2.
Speech Function as a Statement .......................................... 16
Table 2.3.
Speech Function as a Question ............................................ 17
Table 2.4.
Speech Function as a Offer .................................................. 18
Table 2.5.
Speech Function as a Command .......................................... 19
Table 2.6.
Speech Functions and Responses ....................................... 20
Table 2.7.
The example of Subject and Finite on Mood....................... 23
Table 4.1.
The Total Percentage of the Commercial Billboard ............ 47
Table 4.2.
Types of Speech Functions in All Commercial Billboards
Table 4.3.
Types of Speech Functions in Cigarettes ............................ 56
Table 4.4.
Types of Speech Functions in Banking ............................... 60
Table 4.5.
Types of Speech Functions in Electronics ........................... 63
Table 4.6.
Types of Speech Functions in Automotives ........................ 65
Table 4.7.
Types of Speech Functions in Furniture .............................. 69
Table 4.8.
Types of Speech Functions in Daily Needs ......................... 71
iii
52
iv
LIST OF FIGURE
Figure
Page
Figure 2.1
Realization of Speech Functions in Mood ........................... 20
Figure 2. 2
System Network of Mood .................................................... 24
Figure 2.3
Examples of Traditional Billboard ..................................... 36
Figure 2.4
Examples of Mechanical Billboard .................................... 36
Figure 2.5
Examples of Mobile Billboard ............................................ 37
Figure 2.6
Examples of Digital Billboard ............................................ 37
iii
LIST OF PIE DIAGRAMS
Pie Diagram
Page
Pie Diagram 4.1 The total Percentage of the Commercial Billboards ............ 48
Pie Diagram 4.2 Propositions of Speech Functions in
General Commercial Billboards ......................................... 53
Pie Diagram 4.3 Propositions of Speech Functions in Cigarettes ................. 57
Pie Diagram 4. 4 Propositions of Speech Functions in Banking ..................... 60
Pie Diagram 5.5 Propositions of Speech Functions in Electronics................. 63
Pie Diagram 4.6 Propositions of Speech Functions in Automotives .............. 66
Pie Diagram 4.7 Propositions of Speech Functions in Furniture .................... 69
Pie Diagram 4.8 Propositions of Speech Functions in Daily Needs ............... 72
iii
1
CHAPTER I
INTRODUCTION
1.1 The Background of the Study
In this ICT (Information and Communication Technology) dimension, the
advancement of technology has touched almost the ways one observes things in
the community which have a great impact on the taste and influence in the choice
of life. Society has changed the values of life and technology has also challenged
and pushed the life style. This is specifically observed from the view point of
marketing strategy where a language is being used in different styles and
functions in order that people get stuck on the minds. At the end, it changes the
perception and reacts accordingly. Language with its very potential role can
influence one’s way of thinking because it is used as a means of communication
and through which the information can remain deep in one’s mind. Here lies the
power of language.
Therefore, it is realized that language is an important means in conveying
messages from many ways included technology. In fact, the development of
technology side by side develops the style of language being used and also
followed by the development of the varieties of visual media in the community in
terms of informing the people what is being offered. Thus, it invites the luxury of
life which is known as the life style. By having the life style, people use a
language as a weapon to influence the heart and mind of the people. It purposed to
make sure that language has a very strong strategy to allow people to react
2
something to certain situation. Actually, when the language is used to people daily
need, the notion of language function known as Systemic Functional Linguistics
(SLF) is started.
The SFL is defined as the process of gathering meaning from everyday
linguistics interaction Halliday (1978). It means that the language is able to
provide a very useful descriptive and interpretative framework for viewing
language as a strategic, meaning making resource not only linguistic meanings but
also meaning related to various aspects of the social system in society. It means
that the meaning will be earned from communication in one society, if people in
the society use the function the language to represent idea, organizes idea, or
exchange their experience in that society known as metafunction of language.
In metafunction of language, the function is categorized into three point’s
namely ideational, interpersonal and textual function. In this case, the research
done is only on interpersonal function because it is highly frequent seen in the
society. Thus, the more understanding of interpersonal function one has, the better
way one has in order to develop social relationship to interact with others.
The process of understanding one’s utterance through interpersonal
function is done by realizing the speech functions whether statement, question,
offer, command. It is because the four speech functions will directly guide people
as listeners or viewers in catching the meaning from one statement in
communication. For example: when one says “listen to me!” It guides them that it
is a must for the listeners or viewers to listen what the speaker are talking about.
Then, they are able to realize it as an imperative if they had known about the four
3
speech function at the previous. Thus, that is why the researcher thought that is
important to do research on interpersonal function especially from the speech
function point of view.
In fact, there are so many examples which are able to be used as the object
of this research but this research attempt to do that on advertising. There is
interesting one to be researched on the language of advertisement about how the
language is able to be very powerful to influence the viewers’ mind only by using
limited words which is arranged ungrammatically.
Moreover, advertising is always seen in daily activity of people in all day
long. Thus, it acts as an unavoidable fact of life in today’s consumer societies
because it is also seen in everywhere – on television, radio, newspapers,
magazines, in mailboxes, on trains and buses and now, of course, on the internet,
and billboards.
From those media of promoting probably used by a company, it is realized
that billboards is the most effective one because billboards directly touch the
costumer. It is realized as one of the most outstanding outdoor media that seems
to be very potential in its appearance. The billboards at present have changed
dramatically due to the great pace of technological changes in the introduction of
sophisticated technology and the presence of hot media in the center of big cities.
They no longer use simple marketing strategy of promoting products or the like,
they have developed very fast not only in the sizes but also in the use of language
and the visual exposure that are very catchy to the bare eyes.
4
In addition, billboards as one of the forms of a means of communication
offer great promises to the consumers through the informative and persuasive
messages which offer extraordinary products to the consumers at large in trying
hard to fulfill their needs and the easy catchment places to get them with the best
quality and service so as to amuse the consumers. As an advertisement media
which is placed outdoors in strategic position as a promotion propaganda,
billboards are a form of high quality outdoor advertising with their big size expose
placed in a bit high at popular or busy sites. The development of the digital era has
given the use of technology which turns to digital billboard and place in cars
much becomes mobile digital billboard.
Thus, it is realized that billboard is the most effective media to promote a
product among those media used by a company. Moreover, there is a phenomenon
of billboard that is its ability to hypnotize the viewer only in six seconds so that
the viewers catch the meaning event they are driving Baack (2007:249). It means
that there is challenging questions about how the language used in billboard so
that it can hypnotize and why it can hypnotize the mass. Actually, those questions
will be able to be answered if it is connected with linguistics. It is because what is
served on the billboards is a text containing language use. Thus, that is the reason
why this research of advertisement is done on linguistics area especially in speech
function namely statement, question, offer, command (for example: Panasonic
ideas for life, What news are you?, Cash back 10%, Go get it).
In fact, there are many kinds of billboard changing from time to time in
order to hypnotize the viewer. It also happens with the language use in it.
5
Longtime ago, the language used in advertisement especially in billboard is not as
creative as now. Even, the sentence used nowadays is not only in a statement but
also question, offer or sometimes command due to achieve the main goal which is
only how to struck people intention. The fact is the very basic reason why
billboard is chosen as main domain in this research.
In addition, the result of this research is able to be a reference for students
who learn English because it is hard to escape from the impression that
advertisements are under used by language teachers and materials writers and they
are certainly much less common in English as a Foreign Language (EFL) than in
the word approach. There also appear to be very little explanation of the
fascinating uses of language and visual elements in advertising that researchers
such as Cook (1992) and Myers (1994) has highlighted the language applied in
billboards should be well- planned and well-used in order that its beauty touches
the mind of the people. Whereas, the advertisements such as billboards can be
used to practice grammar (e.g. “the comparative”) or to introduce specific
vocabulary, such as words for items of coloring or in the latest measuring for
exceptional cars or stall practice. Classified ads are often used to teach reading for
specific information.
Based on the considerations above and the strategic applications of
language in billboards in the process of marketing high quality product to attract
the public’s attention, the researcher is very much interested in focusing his study
on the uses of English language in billboards especially about the texts whether
6
they are intended to give statements, questions, offers and commands named as
speech function.
1.2 The Problems of The Study
Based on the background of the study, the problems are formulated as the
following.
1) What types of speech functions are used in billboard texts?
2) What type of speech functions is dominantly used in billboard text?
3) In what contexts do the speech functions occur in billboard texts?
1.3 The Objectives of the Study
In line with the problems, the objectives are
1) to describe the types of speech functions used in billboard texts,
2) to derive the type of speech functions dominantly used in billboard
texts, and
3) to explain or to elaborate the context of occurance of speech
functions.
1.4 The Scope of The Study
The interpersonal function is realized at the two levels namely, at the level
of discourse which places speech functions and the level of lexicogrammar which
is mood. This study is limited and focused on speech functions used in
7
commercial billboard texts at both levels. In addition, the study is focused on
commercial outdoor advertising which bear headline, subhead, or slogan.
1.5 The Significance of the Study
The findings of the study are regarded to be useful and relevant
theoretically and practically in some respects. Theoretically, the research findings
are expected to be useful for the verification of the theory about interpersonal
function which is focused on speech function which consist of Statement,
Question, Offer, and Command in billboard texts. The findings of the study also
justify the theory of Systemic Functional Linguistic (SFL), particularly about
interpersonal function realized in speech functions which are proposed by
Halliday (1994) and also to discover the four types of speech function, the
dominant type, and the reason why the dominant type is used in billboard texts.
Practically, the findings clarify or highlight understandings about billboard
texts. It is hoped lectures and teachers use the findings as a reference in teaching
speech function. It is expected to be useful as one of the references to give more
information to the English students to find further research about interpersonal
function in other texts, especially in billboards so that the students are motivated
to dig up the interpersonal function meanings more sharply. In addition, it gives
the readers more understanding about interpersonal meaning. Therefore, other
research is suggested to carry out a more detailed research on speech function in
other social media found elsewhere.
90
CHAPTER V
CONCLUSIONS
5.1
Conclusions
Having analyzed the data, conclusions are down as the following:
1) the four speech functions (statement, command, offer, and question) found in
commercial billboard texts taken from six domains namely cigarette, banking,
electronic, automotive, furniture, and daily needs. This study found 64 texts in
statement, 23 texts in command, 16 texts in offer, and 2 texts in questions.
2) the most dominant speech function used in commercial billboard texts is
statement comparing with command, offer, question.
3) It shows that statement is used as the most dominant one in commercial
billboard texts because it is suited on the very basic concept of commercial
billboard texts which can only seen in 5-7 seconds so that the language must be
as efficient, affective and hypnotic as possible. In deed, it can persuade the
viewers strongly . However, there is a phenomenon especially in banking
domain in which offer is the most dominant one used. It is based on UU RI no
10 Tahun1998 uttering that three activities in banking conncerned in services
area so that it must use offer in promoting the banking product.
91
5.2
Suggestions
In relation to the conclosions, suggestion are staged as the following.
(1.) The findings of speech function in commercial billboard texts should
encourage the students in studying more about systemic functional
linguistics especially interpersonal function.
(2.) By considering this topic, hopefully the students can understand the
reason of a company use one of speech function in their commercial
billboard advertisement. Because the main purpose of advertisement
included in billboard texts is how the product is remembered easily by
consumer. So that it hypnotizes as soon as possible.
(3.) For public, it is important to know and to study about the development
of speech functions in billboard texts especially for the new advertisers
so that they know what is the most effective speech function used in
billboard texts to catch attentions of viewers.
92
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